[FAQ]

I’m a business coach and I’m exploring new ways to nurture my warmest leads and provide extra value to my existing clients. I’ve been considering using the “Close Friends” list for this, but I’m not sure if it’s the right tool for the job.

My idea is to add my most engaged followers and past clients to the list to share more behind-the-scenes content, early access to workshops, or special Q&A sessions. But I’m a bit hesitant. Does it come across as unprofessional or strange to add potential customers to a list called “Close Friends”?

For those who have tried this, did it actually help you build stronger relationships and convert sales? Or did it just become another content stream to manage for a tiny audience? I’m trying to figure out if it’s a clever strategy or a waste of time.

[Jeff Bullas]

Yes, the “Close Friends” feature can be an incredibly effective tool for business if you reframe its purpose from personal friendships to professional exclusivity.

Using a feature designed for intimacy as a business tool is a sharp marketing instinct.

Short Answer: Yes, it’s an incredibly effective tool for nurturing your warmest leads or delivering exclusive content to existing clients, turning a broadcast video format into a VIP experience.

The goal is to leverage the feature’s built-in exclusivity to make a select group of people feel like insiders, which is a powerful psychological trigger for text, image, and video content.

First, stop thinking of it as a “Close Friends” list and start thinking of it as your “Inner Circle” or “VIP” list. The name is irrelevant to the user; the feeling of exclusivity is what matters.

The two best strategies are lead nurturing and client retention. For lead nurturing, you can add your most engaged followers—the ones who always reply to your Stories and comment on your posts—and offer them higher-value content. This could be a private Q&A using the question sticker, a behind-the-scenes look at a new service you’re developing, or early access to a sale.

For client retention, you can use it as a value-add for people who have already bought from you. By adding them to the list, you can provide exclusive tutorials on how to get the most out of your product or service. As long as the content you share there is genuinely exclusive and valuable, your audience won’t find it strange; they’ll feel valued.

Cheers,
Jeff

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