Hey Matt,

There are a couple of ways I go about it...

The simplest is to just think about the first post as being an opportunity to create a personal bond, and really show your new fans what you are fighting for. In other words, you are getting them acquainted with who YOU are.

The second post is where you take time to get them acquainted with the Music. Often this is a music video, or another free track, and some kind of an entertaining story that explains some aspect of that song.

Another, completely different way of approaching the funnel is to make a list of all of the reasons that your fans might NOT want to buy your album, and then just create a series of emails, each designed to overcome one of those points of resistance. But you don't force them to except that you are not the artist they fear you might be, instead you just show them you are not that artist through entertaining stories and art. Same as in real life. You can't just tell someone you are a nice person, you can only describe non-leading episodes fro your life and let people come to their own conclusions about whether you are a nice person or not.

Make sense?

My pleasure Matt.