Recently someone asked me how I market. My response back was, "That’s a pretty broad term", which I think boggled his mind a bit. He listed all the methods he uses to advertise and in turn I listed the primary places someone could find me.
That’s when it hit me what the big difference was, why I thought his question was so broad and why he thought I …. well, I’m not sure what he thought. Point is – Our methods are totally opposite. You could say he’s a digital marketer and I’m a Direct Interaction person.
What do I mean?
From Seth Godin’s blog post "Fans, Participants and Specators" at http://sethgodin.typepad.com/seths_blog/
A good preacher ought to be able to get 70% of the people who showed up on Sunday to make a donation.
A teeny bop rock group might convert 20% of concert goers to buy a shirt or souvenir.
A great street magician can get 10% of the people who watch his show to throw a dollar in the hat.
Direct marketers used to shoot for 2% conversion from a good list, but now, that’s a long shot.
A blogger might convert 2% of readers to buy a book. (I’m aghast at this).
And a twitter user with a lot of fans will be lucky to get one out of a thousand to click a link and buy something. (.1%)
Likes, friendlies and hits are all fast-growing numbers that require little commitment. And commitment is the essence of conversion. The problem with commitment is that it’s frightening (for both sides). And so it’s easy to avoid. We just click and move on.
I think there’s a transparent wall, an ever bigger one, between digital spectators and direct interaction or transaction. The faster the train is moving, the harder it is to pay attention, open the window and do business. If all you’re doing is increasing the number of digital spectators to your work, you’re unlikely to earn the conversion you deserve.
We all get a lot of contact in Facebook that either when they send the request or after we’ve made the official connection – go like this either via email message or worse – on our wall: (the "Hi my name is…" is optional )
"I wanted to share the greatest opportunity …….. here’s the link. Call me if you are interested xxx-xxx-xxxx . You’ll thank me later……..Click here to join.. "
Or something like this invitation to connect I received yesterday:
Same thing happens on Twitter but usually shorter because we only get 140 characters to work with:
"Hi, thanks for the follow. Here’s my link. Go BUY (Or Signup Today!)"
Youtube:
"Hey friend, accept my request as friends, subscribe to my videos, check out my great opportunity… watch this video and then call me if you have questions. Click here to join my program."
When we don’t get results with all this digital marketing, (massive spamming, honestly, that’s what it is)… instead of stopping to figure out if it’s the method that’s wrong, we just go find more places to throw our link out there.
Saddest part about this is, because we are in search of that financial freedom, (and chances are 99% of the time these methods aren’t really working), we join more sites to earn income and what we call ‘socializing’, that direct interaction/transaction is really spamming everybody over on site ABC with the deal from site XYZ and over on XYZ, we’re spamming ABC …
We’re all exposed hundreds of times a day -we’re digital marketers and we’re digital spectators, being bombarded with links trying to sell us.
How did we work our Network Marketing business before the internet? Well, for one thing, we communicated… we actually talked… and we took the time to learn some people skills. Now we think we can email, chat box or tweet our way to success? I don’t think so.
Unfortunately mostly what I am seeing now days being taught as skills is how to participate on the fast moving train of digital exposure.. that’s really not going to take us anywhere.
For the first three years of my Network Marketing career (which were pretty UGLY with ZERO success) all I learned was how to create digital spectators and ride the fast moving train of information overload. Thankfully, eventually someone hit me on the head and said "hey, what you are doing will never accomplish what you want. Don’t you think you might need some skills", luckily I listened and learned how to keep the windows open.
Having success in Network Marketing has been and will always be a ‘contact’ business. Tons of people out there will try to sell you on the concept that a substantial business can be built on digital automation. Unfortunately it’s going to require more commitment than just how many links can you get out in a day.
Sure you want people to join you in your business, but if you want them to stay-
the internet may be the modern way to make that initial connection, but we’re going to have to commit to communicate.
~Jennifer Fisher
PS: Thanks for connecting…. Here’s a link… http*//Watch-The-Video-Then-Click-To-Join*com Only call me if you have questions before you join.
<just kidding… but hopefully you get my point?!>
To YOUR Success
~Jennifer Fisher
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