Social media isn’t just about posting and hoping for the best—it’s about strategy, connection, and (let’s be honest) a little bit of personality. If you want to grow your audience, build trust, and actually make sales, then you need the perfect mix of content. That’s where the 3Ps of Social Content come in: Personality, Purposeful, and Promotional.
A balanced mix of these three ensures you’re not just screaming “buy my stuff!” into the void but actually creating a space where people enjoy engaging with you. And if you’re looking for a strategy that works, just ask Gary Vaynerchuk. His book Jab, Jab, Jab, Right Hook is all about providing value first—giving, giving, giving—before making an ask. Sound familiar? That’s exactly what the 3Ps do when you weave them together.
Let’s break them down and talk about how to use them to create a content strategy that builds relationships and makes sales.
Personality: Show Up and Stand Out
Your personal brand is your secret weapon, and people want to connect with YOU, not just your products. Personality content builds relationships, fosters engagement, and makes your audience feel like they know you. This is where you let loose and have fun!
Showing your personality isn’t about sharing every detail of your life—it’s about letting your audience see the human behind the business. Your quirks, interests, and daily moments make you relatable. And in a world where everyone is selling something, relatable wins.
What This Looks Like:
- Behind-the-Scenes: Give a peek at your day-to-day life, even the messy moments.
- Your Story: Why did you start your business? What motivates you?
- Fun & Relatable Content: Memes, humor, pop culture references, or just a good ol’ “hot take” post.
- Personal Engagement: Asking for opinions, sharing daily wins (or struggles), and being conversational.
Example Post:
“I used to think self-care meant bubble baths and candles. Now, it means answering emails with a Diet Coke in hand and pretending I have my life together. What’s your version of ‘self-care’? #KeepingItReal”
Purposeful: Teach, Inspire, Engage
Purposeful content is where you provide VALUE. This is your “jab, jab, jab.” Every piece of purposeful content should leave your audience thinking, That was helpful, or I needed that today. It’s about positioning yourself as a go-to resource, an authority, or a source of inspiration.
Purposeful content can be educational, entertaining, or simply thought-provoking. The goal is to create content that makes your audience feel like they gained something from engaging with you.
What This Looks Like:
- Tips & Hacks: Share time-saving or money-saving ideas related to your niche.
- Educational Content: Industry insights, product benefits, or myth-busting posts.
- Engagement Starters: Thought-provoking questions, polls, or conversation prompts.
- Storytelling: Sharing a lesson learned, a challenge overcome, or advice that resonates with your audience.
Example Post:
“Struggling to get engagement? Here’s a secret: Stop broadcasting and start interacting. Comment on 10 people’s posts today and see what happens. Engagement goes both ways! #SocialSellingTips”
Promotional: Sell Without Being Sleazy
Now, it’s time for that right hook. Promotional content is your ask—but because you’ve been layering in personality and value, it doesn’t feel salesy. Instead, it feels like a natural next step.
People don’t mind being sold to when they feel connected to the brand (aka YOU). They want to buy from someone they trust, someone who understands their needs. If you’ve done the first two Ps well, your audience won’t see your promotional content as a sales pitch—they’ll see it as an opportunity.
What This Looks Like:
- Product Spotlights: But with a story—why YOU love it.
- Testimonials & Social Proof: Share customer reviews or before-and-after stories.
- Limited-Time Offers: Urgency makes people act!
- Clear Calls to Action: Make it easy for your audience to take the next step.
Example Post:
“This lipstick survived three Zoom calls, two Diet Cokes, and one toddler meltdown. If you need a lip color that won’t quit, you know what to do. [link]”
The Secret Sauce? Blend the 3Ps Together
The real magic happens when you weave Personality, Purposeful, and Promotional content together. Instead of treating them as separate buckets, think of them as part of a larger story arc that warms up your audience and leads them naturally to your offer. This is Jab, Jab, Jab, Right Hook in action.
Example Content Arc:
Theme: Self-Care for Busy Women
- Post 1 (Personality): “What’s your go-to ‘me time’ activity? I’ll go first: drinking my coffee in peace before my inbox attacks.”
- Post 2 (Purposeful): “Struggling to find time for yourself? Here are 3 self-care habits that take less than 5 minutes.”
- Post 3 (Personality): “Confession: My version of relaxation is online window shopping for things I don’t need. What’s yours?”
- Post 4 (Purposeful): “Did you know that your skincare routine is self-care? Here’s why taking 2 minutes at night makes a huge difference.”
- Post 5 (Promotional): “I get it—self-care feels like a luxury. But this face mask is a 10-minute game-changer. Try it here: [link].”
By the time you get to that last post, your audience is already warmed up. They’ve laughed with you, learned from you, and now? They’re ready to buy without feeling like they were sold to.
Your Action Plan
- Audit Your Last 25 Posts – Are they balanced between Personality, Purposeful, and Promotional? Does your own face show up at least once every 5 posts (could be video, selfie, Reel...)
- Plan a Content Arc – Start with your promotional goal and work backward.
- Engage First – Comment, DM, and connect before expecting engagement in return.
When you blend the 3Ps, you build a brand that feels natural, engaging, and fun. And as Gary Vee says, “You don’t set up the knockout punch without the jabs.”
So, what’s your next post? Drop it in the comments—I’m here to cheer you on!
Then grab my Ultimate Guide to Social Selling for Women Over 40. I provide tons of 3Ps post ideas and more content arc examples!