This is bothering me. People who set themselves up as experts, who suggest that they can tell people what to do when they don’t appear to be doing much of it themselves. How can that be? How can they possibly be credible when not joining in with the very people they are purporting to teach?
I understand all about aggressive sales and marketing methods, and that works well for many. But not me – I can’t do it and have no desire to learn. I have been tempted many times by some of the best in the land – but it’s not my way. Surely you would rather have someone gently take you through the benefits of what I can do rather than have me make you “feel your pain”. OK, so I won’t be rich, but I’m happy and enjoy running my business – and maybe one day my approach will be welcomed and customers will flock to my door…
A “for instance”: I find long long sales letters patronising, at best and my one attempt, several years ago, to do one of my own was an almighty flop – which is hardly surprising when I did not believe it would work anyway. I didn’t want it to work, preferring to believe that you’d rather be told what’s what, with no faffing about, and that actually if you needed to be told a thing half a dozen times then perhaps I’m not the best person to be working with!
One of the latest trends that can be useful for your Internet marketing is Twitter. I’m a fan; I join in many times each day and it has been good for my business. However I would certainly not suggest that I’m an expert – there are some excellent Internet marketers that have worked with Twitter and put together definitive guides, one of the best being from Nikki Pilkington – her Tweetmentor is recommended for everyone wanting to use Twitter for business. I am however someone that’s got stuck in with it, figured out and learned how to make the most of it, for me. Now this may not have resulted in more business than I know what to do with, but it has brought some excellent referrals and a valuable new network, one especially strong one being in Kent, my home county. And new friends, which I’d not expected – that’s been a great bonus.
Twitter – it is useful, it can bring you more contacts, business, attention – but you don’t need to be beaten over the head that you’re missing out if you’re not doing it – it is simply one aspect of Internet marketing that can work if you’ve the time and inclination. If you want to explore it, gently do so and follow people you want to, those that you can relate to, and like. More on this tomorrow – it’s very much in my mind just now as I’ve been asked to give a quick overview during a Twitter workshop on Wednesday in Maidstone. So a good time to gather my thoughts, sum up my experiences and to review my own research on the Twitter-scape in Kent. More on that through the week…
But back to my idea of a gentle approach – it boils down to figuring out your best Internet marketing strategy, I suppose – I usually return to that – which is not surprising, as it’s what I love doing best.
You need to know what works for you – bring together what you want to achieve, the resource you have available for that, and then see what aspects of the Internet can help you get there. Knowing the various options is good, indeed, but most small business owners are not going to need to use all of them to get what they want. So I think my point is that you shouldn’t be bullied into something that may not suit you and that may not bring you what you want. Not everyone will be good with everything – if you are, you’re not likely to be reading this, that’s for sure. So relax some and chat to people you know, like and trust before romping away with the latest newfangled Internet tool.
Great article Babs, it really resonated with me!
Not being a marketer, (my actual ‘trade’ is a Performance Manager in the Recruitment sector) it can be hard to see what works for you. The so called experts can tell you all sorts of advice but you have to experiment with your comfort zone and see what works for you, and what you enjoy.
The enjoyment is really important, just like it was in the recruitment industry where retention rates are much higher when the person in the role enjoyed it, it has to be like that (in my opinion) for your internet marketing. If you don’t enjoy it, you won’t do it and you won’t get the right results (ie the ones that you want).
The question is – how do I got about it in a gentler fashion? as you know I am like a hurricane – stroll in with out warning, whip up a frenzy and walk out again leaving an unholy mess…
Barbara,
I’d buy Snake Oil from you, but never from the guys who sell it. Thank goodness they don’t read your blogs or they might stand a chance at selling me something!
Having met both of you ladies – it is the inner-you than makes knowing you and wanting to help and assist you so natural as emotion.
Anyone who throws what they do – products or services at me , the hard sell approach outlined by you here Babs – will get short measure of involvement from me, I just do not have time to be coerced – and have the intelligence to determine when folks ain’t being sincere.
I would say that in both of your cases – do not try adopting techniques that you do not feel comfortable with – falsehood never sold anything to anybody – not in a lasting way. The best move that you can make in business is to give of yourself – show honesty and integrity (both you ladies overflow with this) which will attract advocates and lead to you bing in the right company when opportunities arise.
Hey thanks Don, reading your comment really made my day!
Honesty and integrity in your marketing as well as your business, now that’s a great concept 🙂
The most important aspect of any marketing communication is that it must be credible. You appear to be describing brand characteristics that prevent you from using a style of marketing communication that is not credible for you. Providing those brand characteristics are not getting in your way of being successful then you are right to reject styles that don’t suit you. You should also be very wary of people peddling the latest trend in anything, they make a lot of noise, but do they understand your objectives and judge your methods and results against those objectives? In any marketing communications review, the priorities must be; first the audience, second the message, and only then the medium by which the message is delivered.
Thanks for the positive comments, guys – both here and on Twitter. We should indeed have the courage to know we can be ourselves in marketing our business, and indeed are more likely to succeed if we do. Authentic, while understanding what we realistically can achieve. Snake oil promises fill our heads with dreams of riches and more than we can possibly deliver on – a generalisation, yes, but perhaps too many new businesses feel they can have the moon when perhaps they really don’t actually have the resource to do that.
Of course those with more confidence won’t know what on earth I’m on about – they just get on with it. But there are plenty who see the more aggressive methods and feel that they should be doing that in order to succeed.
People do business with people – it seems to me that all this social media is making that easier for those of a gentler approach.
I’m with David Kerrell on this – “In any marketing communications review, the priorities must be; first the audience, second the message, and only then the medium by which the message is delivered.” You may be able to strong arm a sale sometimes, but a second one to the same person? Much less likely. I prefer people to choose to buy so putting them in danger of being able to do that is far the best approach.