90/10 Rule: Balance Entertaining Content and Selling for Small Business

Running a small business in today's digital world? Then you know the struggle. You're posting on social media, creating content, trying to get noticed, but there's this nagging question in the back of your mind: How much should I actually be selling?

Too much promotion and people scroll right past you. Too little, and nobody knows what you're offering. It's like walking a tightrope while juggling flaming torches. Fun, right?

Well, here's some good news: there's a simple framework that can help you strike that perfect balance. It's called the 90/10 Rule, and it might just change the way you think about content forever.

What Exactly Is This 90/10 Rule Thing?

The 90/10 Rule is beautifully simple: 90% of your content should entertain, educate, or inspire your audience. Only 10% should be direct sales pitches.

That's it. Nine out of every ten posts you create should be about them—your audience. The remaining one? That's where you get to talk about your amazing products or services.

Think of it this way: if you're posting on Instagram or Facebook ten times, nine of those posts should make people laugh, teach them something useful, or give them that warm fuzzy feeling. One post can say, "Hey, check out our sale!"

Simple math. Powerful results.

Why Should You Even Care About This Balance?

Here's a truth bomb: people hate being sold to constantly.

Imagine you're at a party. There's that one person who won't stop talking about their pyramid scheme or their "incredible business opportunity." How fast do you find an excuse to grab another drink and disappear?

That's exactly how your audience feels when every single post is a sales pitch.

But flip the script. What if that same person at the party was hilarious? What if they told great stories, shared interesting facts, and genuinely seemed interested in getting to know you? When they eventually mentioned their business, you'd probably actually listen. You might even be curious!

That's the magic of the 90/10 Rule. You're building relationships first. Sales come second, but they come naturally.

When you consistently provide value without asking for anything in return, something incredible happens. Trust builds. Your audience starts to see you as a resource, not just another business trying to empty their wallet. And when trust exists? Selling becomes almost effortless.

The 90%: Where the Real Magic Happens

Alright, so you're sold on the concept. But what does that 90% actually look like? What kind of content should you be creating? Let me break it down for you.

Behind-the-Scenes Content

People are nosy. They want to see what happens behind the curtain. Show them!

Take them on a tour of your workspace. Introduce your team members. Show the messy, chaotic process of creating your products. This stuff is gold because it's authentic, and authenticity is what people crave.

Tell Stories That Matter

Everyone loves a good story. Share customer success stories. Talk about that time you completely messed up an order and had to fix it. Tell them about why you started your business in the first place.

Stories create emotional connections. And emotional connections? Those stick around way longer than any discount code.

Educate Your Audience

You're an expert in your field—own it! Share quick tips, industry insights, or how-to guides related to what you do.

If you run a bakery, teach people how to make the perfect buttercream frosting. Own a fitness studio? Share a five-minute workout routine. Sell handmade jewelry? Explain how to care for different metals.

When you educate, you position yourself as an authority. People come to you for knowledge, and they stay for the value you provide.

Inspire and Motivate

Sometimes people just need a pick-me-up. Share motivational quotes. Talk about overcoming challenges in your business journey. Celebrate small wins (yours and your customers').

Inspiration creates positive associations with your brand. When someone sees your post and thinks, "Wow, I needed that today," you've just made a lasting impression.

The 10%: Your Moment to Shine

Now we get to the fun part—the selling!

But here's the thing: because you've spent 90% of your time building trust and providing value, this 10% actually works. Your audience isn't annoyed by it. They're receptive. They're ready to hear what you have to say.

So what should that 10% include?

Announce new products or services

Build excitement around launches. Make it feel like an event, not just another Tuesday.

Promote sales and special offers

Limited-time discounts, seasonal promotions, flash sales, this is where you create urgency and drive action.

Showcase customer testimonials

Let your happy customers do some of the selling for you. Real reviews from real people carry serious weight.

Highlight your best-sellers

Remind people why your products are awesome. Sometimes people need that gentle nudge to finally make a purchase they've been considering.

The key here? Be direct. Be clear. Don't hide your call-to-action in vague language. You've earned their attention, now use it effectively.

Won't I Miss Out on Sales?

I can hear some of you thinking: "But if I'm only selling 10% of the time, won't I make less money?"

Actually, no. Here's why.

When every post is a sales pitch, people tune out. Your engagement drops. Your reach decreases. Eventually, you're shouting into the void and nobody's listening, even when you are promoting something worth buying.

But when you follow the 90/10 Rule, something different happens. Your engagement increases because people actually enjoy your content. More engagement means more visibility. More visibility means when you do promote something, way more people see it.

Plus, those people trust you now. They've been following along, learning from you, laughing at your posts. When you recommend something, they listen. Your conversion rates improve because you're selling to an audience that actually cares. Quality over quantity. Always.

Putting the 90/10 Rule Into Action

Ready to try this out? Here's how to start:

• Plan your content calendar: Map out ten posts. Nine should provide value without selling. One can promote.
• Mix up your content types: Don't let those nine "value" posts all look the same. Variety keeps things interesting.
• Track what works: Pay attention to which posts get the most engagement. Double down on what your audience loves.
• Stay consistent: This isn't a one-week experiment. Commit to the balance and watch your community grow over time.

The Bottom Line

The 90/10 Rule isn't about selling less, it's about selling smarter. It's about understanding that people don't follow businesses on social media to be advertised to. They follow because they want value, entertainment, inspiration, or education.

Give them what they want 90% of the time, and they'll happily give you what you want the other 10%.

Build relationships first. Provide value consistently. Trust will follow. And when trust exists, selling becomes the easiest part of your entire business.

So go ahead, rethink your content strategy. Your audience (and your bottom line) will thank you.