September 28, 2010
If nothing is certain, one thing is – social media is losing its magic. What once was a new and improved way to keep in touch with your closest loved ones has become just another sales pitch to convince you to sign up to another dreadful business opportunity, newsletter, product, or service. There is no opening or closing – simply raw advertisements that lack sincerity. The people advertising their products don’t care about you or your general interests. They’re too set on the idea that you’re going to sign up and turn them into a success.
What’s wrong with this picture? Could it be that the advertisements lack taste and real value, or could it be that the people who want your business care less about who you are and what you are interested in?
What business entrepreneurs are forgetting is that they are on the other side of the fence of social media. They are on the advertising end, which means without a real connection to the “the people,” they are getting nowhere. At some point, a real connection needs to be established or otherwise all efforts to make a sale or spread the word are pointless.
The truth? No one cares about you unless you care about them, particularly when it comes to social media. Let’s say that you’ve got an account with Facebook. Each day when you see those tiny red notifications, you’re dead sure that they signify a message from your friends or family. Unfortunately, you open your inbox and all you see are loud advertisements. What do you do? You delete them, and you do so automatically without any interest whatsoever about what they say.
Advertising gurus are no longer “gurus,” they are simply annoying spammers who have no clue what they are doing. Business owners are missing the point. If their emails are getting read, it’s only by other advertisers just so they can compare tactics and techniques. Another sad part of it all is that no one is coming up with new techniques. Everyone is following someone who they think is successful, but in reality, no one is making any money because of their lack of effort and knowledge.
If you haven’t noticed (and you most likely have), all online entrepreneurs go about advertising their businesses in the same way. First, they request you as a friend or become a follower (Twitter). Some of them may greet you with a “thanks for the request” or some other similar phrase, while others jump straight to the point and start bombarding you with their “winning” sales pitch. Who are you more likely to communicate with? Nothing screams “delete” louder and faster than a sales pitch.
Some of the “thanks for the request” people might actually make it, as long as they don’t jump the gun too quickly. Unfortunately, the majority of them end it right there and automatically go on a link-posting frenzy, and immediately begin flooding your inbox with details about their products with no mention of how they might benefit you individually. It’s almost as if they are “demanding” that you purchase from them without any clear reason as to why.
On the other hand, some people are making sales. They are the ones who take their time in getting to know people. They ask questions and take a true interest in their prospects. Developing customer relationships is the most important part of advertising on social media because in
the real world, customer relationships are a must.
It helps to wear the shoe on the other foot. Picture walking into a store with workers that aren’t friendly and don’t seem to have your interest anywhere in their top priorities. They are anxious for you to buy something and that is it. They don’t care what you buy or why, they just want your money. When you leave, they want you to come back over and over, even if you’re not interested in what they’ve got. It’s a horrible experience for both you and them.
When you look at it from a different perspective, it helps to see why social media is dying for your company. What people want is warmth and a display of interest in who they are, not lousy sales pitches. As soon as business professionals establish a connection, then they might have
a chance, but until then, it’s best to just stick to more familiar means of advertising and leave social media to what it was always meant for. Bring common sense back to your marketing.
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