I don’t like to tell people “you’re doing it wrong” because you know what, we all do it our own way. And that’s ok. But there is one thing that has to be said because I see people new to social media do it all the time!
STOP BROADCASTING!
Blatant self-promotion and the hard sell really doesn’t work around here. Do you know why? It’s because people really only care about two things:
- Finding a solution to their problem(s).
- Being entertained.
If you’re not offering one or the other, you’re not providing much value. Period.
Deliver Edutainment:
A friend of mine used to always say that you have to strive to deliver “Edutainment” (the art of educating and entertaining). Here’s a few things to keep in mind:
- Give away your Top Shelf content for free (through your blog, ebook or newsletter)! If you’re selling a coaching (knowledge-based) product then it’s ok to hold back a little but still, deliver the goods through your blog for free.
- Have fun with it (it’s ok to have a sense of humor). You’re not writing a college paper or essay. It’s ok to get casual and conversational in your writing. And if you through up a “Just for Fun Friday” post that makes me laugh, heck, that’s ok too.
- Remember, relationship before the sale. You know the old mantra: People do business with people they like. Well it’s true! You have to hang out where your customers are hanging out on-line (on social networks, blogs, forums, etc.) and engage with them first. Friend them on Facebook or follow them on Twitter and start a dialogue that allows you to get to know one another. Then and only then, are they happy to promote your product on your behalf for free (and often times without you even asking them.
What do you think? Do you think people broadcast a little too much online? How do you find a good balance between engaging for fun, and broadcasting to make a sale?
Couldn’t agree more. The self cheer leading might make businesses feel good because it is loud and often visible. In the end it gets perceived by the consumer as spammy.
Relevant content that is different is worth sharing. No one shares blatant ads. They risk their own reputation by sharing it.
Ryan: exactly! And loud isn’t always necessarily good though it might seem that way…
Relevant content that is worth sharing on the other hand gets promoted through friends and friends of friends time and time again. A concept that David M. Scott addresses very well in his book: “World Wide Rave”
Ricardo you’re on it – I’m a big fan of slow cooker versus grill approach to “social connecting”- you know put a lot of stuff in and let it simmer — the grill will cook fast and it will be good but it will not be as seasoned or stick to your ribs as the slow cooked stew (relationship) and my bugaboo is too many people are missing the boat – you have to be willing to mix in personal, business and your original content (a long form blog is still best for that) tools like twitter FB, etc. are great for getting people to go somewhere with you BUT you’d better have something original and of value at the destination – otherwise you’re just “pushing noise”
Preach it, my brotha! People need to understand that if they take the time to get to know people, to interact and help people out, THEN others will be more than happy to take a look at their wares.
No one wants to listen to the song, “ME! ME! ME! ME! ME!” Just one note (sour, at that) and BORING.
If you build it (relationships), they will come (to your business).
Ricardo,
You’re correct… yeah, we all see those folks. They’re trying to hard while focusing on the thing, which is sales before conversation, followed by continual interaction which slowly builds relationships. Loosing up is important, have fun and allow your mind to think outside traditional boundaries. Thanks for sharing. Cheers!
-Mig
It’s such a valuable lesson that so few really understand. The temptation to “leverage” (you know you’re dealing with a broadcaster when they set out to “leverage” something), the technology can be overwhelming for some. I find the trick is always balance. Someone who only uses the internet (or any medium for that matter) to talk about themselves quickly becomes uninteresting. Like a friend who only talks about their day and never asks about yours…at some point, we dread getting on the phone with them.
The balance is to give, give and give some more. The more you give to people, at some point they will be genuinely interested to know what you’re up to and won’t be offended or put off if you share. They may even be grateful.
Thanks for the post…I like it.
Great post. Just to follow on… when I get an auto DM from someone I’ve just followed via Twitter trying to sell me something, I immediately unfollow. I hope those people get the hint.
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