Pulled Joan's last 10 posts and tracked what got real engagement vs. what got nothing. The pattern couldn't be clearer.
| Post | Type | Result |
|---|---|---|
| Two women hugging — friendship caption | Human/emotional AI image | 21 likes, 10 comments — best post period |
| Easter Reba in bunny ears — real photo | Real dog, question hook | 8 likes, 11 comments |
| Kentucky Derby — Reba + Elvis in costume | Real dog, fun moment | Solid engagement |
| Knitting post | Personal life | Comments |
| Cooking/biscuits video | Personal life | Comments |
| TimeWise Foundation stock photo | MK product post | 10 likes, 12 comments — but every comment was about the photo, zero about the product |
| Reba Easter Hedra video | Animated dog | 4 likes, 0 comments |
| Elvis Hedra talking head | Animated dog | 0 likes, 0 comments |
| MK Startup Special flyer x2 | Direct promo graphics | 0 likes, 0 comments each |
| $15 gift card giveaway | Promotional post | 0 engagement |
| Eye patches on Reba — MK product | Bridge content | 3 likes, 0 comments |
The two MK promo flyers got zero. The giveaway got zero. A free $15 gift card got zero.
That last one is the one that really matters. A giveaway gets engagement everywhere — people love free stuff. The fact that it got absolutely nothing tells me her audience just isn't wired to respond to anything that feels like business yet. The second a post smells transactional, they scroll right past it. It's not that they don't like Joan. They clearly do. They just haven't made the mental shift to seeing her as a consultant. That relationship hasn't been built through her content yet.
The TimeWise post got 12 comments — but every single one was about the woman in the photo, not the product. They thought it was Joan and complimented her. That's not product interest. That's people connecting with a human face.
The Elvis Hedra got nothing. And that's not just a product problem — it's telling us that even dog content underperforms when it's too produced. Real Reba in a bunny costume got 11 comments. Animated Elvis talking head got zero. Her audience wants real every single time.
Her best post ever — the two women hugging — has nothing to do with Mary Kay. Pure emotion, relatable moment, no ask at all. That's what her people are there for.
Bottom line: posts don't sell. DMs sell. The only job these Mother's Day posts have is to get comments. A comment is a door opening. That's when Joan steps in and has a real conversation in the DMs. That's where the sale actually happens — not in the caption, not in a flyer, not in a bullet point list of product features.
Right now it's eyeballs and impressions. We're building the audience. The conversion comes after that foundation is set.
🚫 Hedra is down with no clear timeline. Removed from the plan entirely. Real dog content outperforms Hedra every time anyway — this is not a loss.
📅 Today is May 4. Joan last posted May 1. The original schedule is gone — we're picking up today and running a compressed 6-post series straight into Mother's Day.
Sale goes live: May 8
Mother's Day: May 11
Total posts: 6 (May 4 – May 11)
⚠️ Lock in before Post 3 (Thu May 8): Joan needs a specific offer decided before the sale posts go out. Posts plant the seed. The DM closes it.
💡 The CTA on all sale posts: "Comment MAMA below and I'll send you the details." No price in the caption. No product names. Joan (or the Facebook automation) sends the details personally in a DM. That private conversation is where the sale happens.