The next time you hear someone tell you that a marketing or conversion tactic “works”... ask this question:
“OK, it might work to convert 10% of the audience… but does it build trust with the other 90%... or does it feel salesy to them?”
Years ago, I used to care only about the small percentage of my audience who converted -- I was all about the sale, getting the transaction. The rest of the audience? I thought of them as “illusory clients” or “tire kickers”.
I used to prioritize my own profit timelines, rather than the organic, decision-making process of my audience. I wanted them to buy my program “by the end of this webinar!” or “within 48 hours!” and so I dangled ridiculous incentives, and used “powerful” scarcity tactics to convert the few... yet turned off much of the audience by these pressure tactics.
This is called “being salesy.”
"There are only TWO spots left in the program. Sign up now!"
This is the sort of email we might receive from a conventional marketer (see Organic Marketing vs. Conventional Marketing).
They have not taken the care to consider how this makes the audience feel. They're doing it because it "works" to get those few openings filled.
When they offer 2 spots left, and yet the campaign is being sent to thousands of people, what are the rest of the people supposed to do?
Notice the business and marketing experts that you follow, and the core sales message of their emails, social media, and website.
Are they trying to tempt you with "6 or 7 figure incomes" or "1 million followers"?
By selling wealth and fame, they are unfortunately leading people on a path towards anxiety and depression.
A business built on extrinsic motivations tends toward deep unhappiness.
An authentic business, created from intrinsic motivations, creates true success.
Organic food is better for your health and the well-being of the environment, but usually costs more money.
Similarly, organic marketing is better for your brand and the well-being of your audience, but usually costs more time and effort in the beginning.
This distinction was triggered by a message I received:
Most articles on how to build a fanbase will cover tactics such as Facebook Ads, cross-promotions (joint ventures), and SEO (search engine optimization.)
I’ll share my thoughts on tactics, but the most important thing is this:
A true audience gives you their consistent attention.
That’s the kind of audience you want to build: a loyal following that has grown to count on you, and therefore, an audience that you can count on to engage with your content, share it forward if they like, and to actually consider your products and services.
If you don’t start with that understanding, then you’ll do grossly inefficient things such as buying Facebook Ads to get more “likes” to your fan page. This may actually move you backward, as you end up with thousands of fake fans who “like” your page but don’t pay real attention to your content.
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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