Every social media platform must have a different job!
Have you ever heard of chicken math?
If you haven’t, it’s this funny little phenomenon where you start with a few chickens and somehow convince yourself that adding just a couple more is perfectly reasonable. Then before you know it, you’ve got a whole flock. That’s pretty much where we’re at around here.
We recently added a few more baby chicks, but they weren’t exactly planned. One of our hens had gone broody, which means she had completely committed herself to becoming a mom. She’d spent weeks sitting on eggs, refusing to give up on the idea that they were eventually going to hatch.
So we decided to help her out.
One evening we carefully swapped the eggs she was sitting on for a handful of baby chicks. The next morning she woke up, looked underneath her, and suddenly she was a mama.
Watching her over the last few days has been one of those little reminders that nature is incredible. She immediately knew what to do. She called the chicks over when she found food. She tucked them underneath her wings when they got cold. She watched every movement around them, making sure they stayed safe.
Then, of course, there’s our rooster.
His job is completely different.
He isn’t raising the babies or laying eggs. He’s constantly scanning the yard, watching for hawks, sounding the alarm when something doesn’t seem right, and keeping an eye on the flock. The hens never stop laying eggs because they’re worried about predators. The rooster handles that part.
It would never cross my mind to look at him and think, “Come on, buddy. Why aren’t you laying eggs?”
Because that’s not his job.
And somewhere between watching my little mama hen and my rooster doing exactly what he’s supposed to do, I realized that’s exactly what so many of us do with our marketing.
We expect one platform to carry the entire weight of our business.
I can’t tell you how many conversations I’ve had with loan officers who tell me Instagram isn’t working anymore, or email doesn’t generate business, or Meta ads didn’t magically fill their pipeline. Usually, after talking through everything they’re doing, I realize the problem isn’t that their marketing isn’t working. It’s that they’re expecting each individual piece to accomplish something it was never designed to do.
Instagram isn’t supposed to build the same depth of trust as a 30-minute podcast conversation. Your email newsletter isn’t meant to introduce you to thousands of brand-new people who have never heard your name before. A blog post won’t create the same day-to-day familiarity that social media can. And while Meta ads absolutely can generate leads, one of their greatest strengths for loan officers is simply helping the right people continue to see you consistently.
Once you stop asking every platform to do every job, your marketing starts making a whole lot more sense.
See how different that feels?
It doesn’t rush to get to the lesson.
It lets the story unfold naturally before earning the transition into marketing. That’s much closer to the voice you’ve been building on your podcast.
And if you are ready to learn what each platform should be doing… snag my totally free Story Bank Framework.
