How to write Facebook posts for a small business

Most small business posts fail in the same way: they sound like an advert from a business nobody has met. The owner's real personality, which is the advantage a small business has, never makes it onto the page.

Here's how to write posts people actually read, and how to use AI without losing that.

What makes a post work

One idea. A post that tries to announce a sale, tell your story and promote your new hours does none of them. Choose one.

A first line that means something. On a phone, people see only the first lines before they decide. Start with the news or the most interesting detail. Don't start with "We're excited to announce".

Specifics. Say what it is, when, how much, and where. "Fresh pastries daily" is forgettable. "Almond croissants, out at 7:30, usually gone by 9" makes someone set an alarm.

One clear next step. Say what to do: order by Thursday, message us, come on Saturday.

A real person's voice. Write as you'd talk to a regular customer, because that's who's reading.

Before and after

Here's a typical post:

We're thrilled to offer our amazing customers a special discount this weekend! Don't miss out on this incredible opportunity to save on our high-quality products! Visit us today!

The same offer, written properly:

We baked too many walnut loaves for Saturday's market, so they're half price at the shop on Sunday until they run out. $4 each. We open at 8.

The second one has a reason for the discount, a price and a time. It also sounds honest, which is why it's more convincing.

Ten post ideas that don't feel like selling

1. Behind the scenes. What a normal morning looks like.
2. A customer question. Answer one you get every week.
3. A mistake. Something that went wrong, and what you changed.
4. Before and after. Especially strong for trades and services.
5. A customer story, shared with permission.
6. A person. Introduce someone on your team.
7. How it's made. A step people don't know about.
8. A useful tip. Something a customer can use without buying anything.
9. Local news. A nearby event, and what it means for your shop.
10. Plain news. New stock, new hours, a price change, and why.

Mix these in with your direct offers, and offers will feel less like interruptions.

How long should a post be?

As long as it needs, and usually shorter than your first draft. Many good local posts are 30 to 80 words. A real story can be much longer if it holds attention. Use short paragraphs, because most people read on a phone.

Using AI without sounding like AI

AI can save a lot of time here, but only if it knows your business. A request like "write a Facebook post for my bakery" will get you the first example above.

To do better:

1. Give it the facts. Your products, prices, hours and address. See how to give AI your business data.
2. Show it your best posts. Then it can match your voice. See how to train AI on your brand voice.
3. Ban the giveaways. No "thrilled", no "don't miss out", no exclamation marks in every sentence, and no hashtags you wouldn't choose yourself.
4. Tell it what's actually happening. "We baked too many walnut loaves" is the whole post. AI can't know that unless you say it.
5. Read it before you post. Check every price, date and name.

Don't forget the picture

A real photo of your actual shop or product is usually best, because it shows that you exist. AI images can work for ideas and backgrounds. Don't use them to show a product in a way that misleads people about what they'll get, and don't generate images of real people without their consent.

In DeepRit

DeepRit has 18 Facebook templates, including product promotion, offers, events, hiring and local business posts. Each becomes a writer with your own facts and voice, so you can type "too many walnut loaves, half price Sunday" and get a post that's ready to read over and publish. You post it yourself, on your own page.