MODULE 06 · 9 min
The 90/10 content rule
90% pure value. 10% offer. Anything more and your hold rate collapses. Anything less and you'll never sell.
How to structure the 10%
Soft pitch: weave the offer into the value (best-performing).
Direct pitch: full video about the product (use sparingly, max 1x/week).
Bio-only: never mention in video, let curious viewers find it.
Examples in the wild
SOFT PITCH — A productivity creator demos their actual paid template in a 'how I plan my week' video. No CTA, but link sales 6x baseline.
DIRECT PITCH — Once a week, the same creator drops a 30s 'here's what's inside the template' walkthrough. Lower views, higher conversion.
BIO-ONLY — A skincare creator never says 'buy my serum' on camera. The bio link converts at 4% from curious follow-up clicks.
Key takeaways
- →Soft pitches outperform direct pitches 4:1 on conversion.
- →Your bio is your storefront. Treat it like one.