People scroll social media to numb pain, not to buy. They'll only convert when their discomfort gets bad enough that a solution feels necessary. Being the first option they think of when that moment hits is everything.
You gotta understand how social media works. People will log on social media not to buy medicine, but to numb pain. Think about it. Why do you follow people? You follow people because you want to learn something from them. Fitness coaches because you want their body and girls because you want their number. And when people log online, they know they can buy medicine, but they don't have a big enough pain to justify buying it. So what they do is they read the free content and they use it to numb their pain. The pain of scrolling is smaller than the pain of buying. And the only way that change can occur is so that the pain of staying where they are is bigger than the pain of changing. The deeper you bury a pain, the more it hurts when you crack. And everyone cracks. Everybody has different pain thresholds, but when they reach it, they will be in so much pain that they will look for a solution and they won't want to think about it because they're in pain. They will buy the first solution that comes to mind. Being that first solution that comes to mind, that's positioning.
