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NO B.S. Guide to Direct Response Social Media Marketing 217CHAPTER 12 / WHY MICRO-COMMITMENTS MATTEReveryone else and how you can help solve your prospects%u2019 pain.Do not spend time trying to be everything to everyone. That will not create raving fans or turn traffic into buyers. Align yourself with a specific message that reaches a specific market.All of my blogs are in my voice and true to self . . . meaning I mention my love of marketing, God, wine, family, and occasionally coffee. It isn%u2019t stuffy or formal. And while the tone may not be for everyone, I am not trying to be for everyone. Just my people%u2014those who get me and are drawn to me.Side note . . . being authentic is not only more effective, but it is easier. When you always tell the truth, you don%u2019t have to try and remember what you said. Be clear who you are marketing to and who your messaging is for, and be yourself while talking to them. Create an editorial calendar to plan topics that are complementary to your overall sales goals and communications strategies. Entice the reader of each blog post with a sneak peek into next week%u2019s blog topic. Make sure to stick to your schedule and post consistently.After you have established your goal, move to the next step and write your piece.Create a Theme Related to Your Sales TopicFor example, look at magazines. Many have a monthly theme. A sports magazine might have a preview of March Madness in its February issue. That February issue has lots of other things in it, but it has a whole bunch of material related to college basketball.In order to achieve your ultimate goal of a sale (or many sales), your role will shift to one of publisher and content provider while your prospect gets to know you.