Give, give, give, and then sell

Jab your audience with lighthearted content regularly
Your goal should be to make them snicker, ponder, play a game, feel appreciated, or even escape for a little bit.

Right hook them to convert them to customers
Once they know and like you, ask them to buy from you. Your call to action should be:
 - simple and easy to understand
 - perfectly crafted for mobile and other devices
 - respectful of social network nuances