Social Media

The point

Most businesses continuously rely on one marketing channel or social media platform to grow and sustain their business. What happens when that one approach becomes less effective? All it takes is one new channel.

Jay Abraham · Redondo Beach 2023 — Day 2, Morning Cued to 1:16:32 3 min 0 sec loading…

Why it matters

You have a channel that works. Facebook, or LinkedIn, or search, and because it works, everything downstream of it quietly depends on it. One platform, one audience, one point of failure. Jay's own figures price that dependence: $12,000 spent in January returned $250,000, and the same advertisements in February returned nothing.

Your client is not sitting on one channel; your client is scattered across all of them. Jay is blunt about what arriving uninvited makes you: "You are an interloper. You are imposing on them." He walks the platforms and closes on a structural distinction: on one of them, the audience arrived wanting to learn. Formalizing your channels means meeting that person before, during, after, and instead of the moment they buy.

The multiplication is where the money is. Sharpen five elements together, headlines and copy and offers and value and empathy, on every campaign and every channel you run, and the gains stop adding and start multiplying: 10 × 10 × 10. The inputs stay modest, because none of the five has to double. This is the asymmetric leverage most businesses never touch.

Then the signature move. Build one message until it is excellent, the highest and best use of what you have to say, and send that single signal out on every frequency your market is already listening to. Today's artificial intelligence tools carry it everywhere at once, and they only multiply what you hand them, which is why the excellence has to come first.

The mistake almost everyone makes

The common failure is opening accounts on all eight platforms in seven days and posting a mediocre version on each. Channels do not multiply a weak message; they publish it faster. Make the message excellent on the channel you already run, then carry it.

The test: Take the message that earns you the most and post it, unchanged in promise, on a channel you do not use. If the promise needs rewriting, it was never excellent.

Where it shows up — 8 worked examples

Who	What happened
Hilti	Moved the same technical answer off the showroom counter and onto the building site, and now makes about a quarter-million customer contacts daily.
Lucky Saint	Carried the same alcohol-free pint from supermarket shelves onto pub taps, reaching 5,000 UK venues and reporting 180 percent sales growth.
BNI (Ivan Misner)	Convened his own referral room in 1985 instead of renting somebody else's audience; those rooms now pass members billions each year.
Rescue Chocolate (Sarah Gross)	Put the same bars through animal-rescue groups as a second channel, letting them keep the retail spread; $12,000 a month in 2018.
Cambridge Satchel Company (Julie Deane)	Wrote a blog to reach searchers, then fashion bloggers carried the same satchel, then the shops did; turnover passed £13 million.
Frank Body	Built one voice on Instagram from customers' coffee-scrub photographs, then carried it into email and packaging; sales passed twenty million dollars in two years.
Morning Brew	Grew a campus newsletter into a list of four million readers it owned, then sold most of the business for a reported $75 million.
Who Gives A Crap	Livestreamed a founder on a toilet until fifty thousand dollars of pre-orders arrived, then carried the same joke into subscription email and packaging.

What it solves

The words a business owner uses for this before anybody has told them the name of it. If one of these is a sentence you have said out loud, this is your strategy.

Everything rides on one channel“Ninety percent of our leads come from Facebook and every time they change something my stomach drops.”You leave the seven days with your best-earning message live on two additional channels, so a platform change costs you a share of revenue instead of all of it.
The channel that stopped working“The same advertisements that printed money in January did nothing in February and nobody can tell me why.”You get Jay's own figures for a channel that stopped paying, $12,000 returning $250,000 in January and nothing in February, and the structural reason one platform's audience arrives already wanting to learn.
Posting everywhere landing nowhere“We are on five platforms now and I honestly cannot tell you what any of them have brought in.”You stop producing separate content per platform and start carrying a single excellent message across all of them, with a test that tells you whether that message was ever excellent.
The message is different on every channel“Our LinkedIn page and our website describe a different company, and I wrote both of them myself.”You fix the promise once, at its highest and best use, and every channel repeats that same promise rather than a version you improvised for it.
Improving in single steps“We test a headline, then wait a month, then test a button, and the needle never really moves.”You sharpen headlines, copy, offers, value and empathy together across every channel, so five modest improvements multiply instead of adding, which is the asymmetric leverage most businesses never touch.
Clients who cannot survive an algorithm change“Half my clients have their whole pipeline on a platform they do not own and they will not diversify until it breaks.”You get a seven-day exercise that carries a client's proven message onto two channels they are not on yet, so the diversification happens before the algorithm change forces it.

The challenge

Carry your best message onto two more channels

Pick the message that produced the most revenue in the last ninety days, with the headline, the offer, and the proof that ride with it. Write down which channel it runs on and what share of this year's revenue depends on that channel. Then rebuild that same message, unchanged in promise, for two channels your clients already use and you do not. Publish both within seven days, and sharpen the headline, copy, offer, value, and empathy on all three at once.

How you will know it is done Your pod sees the same promise live on three channels, and you can name the revenue share your original channel still holds.

The AI layer · second pass

Once this is working, here is what to multiply

Improve the system first. Then multiply it. This panel is the second run at the strategy above, and it is deliberately useless until the first run is done.

Before you point anything at this You have made one message excellent by hand and watched it work on a single channel.

What it multiplies Recasting that proven message into the native form of each channel at once, and reading which frequencies your buyers are actually standing on rather than which ones you prefer.

The trap Broadcasting an unproven message on eight channels at once. Where you arrive uninvited, volume reads as imposition rather than reach — and a machine will keep running what worked in January straight through February, on every channel at the same time.