Join me in a collective groan as I reflect on the enormous amount of hard selling and pitching on social media sites like Facebook and Twitter.
I’m down to two possible reasons why this is so prevalent:
1. Either hard selling works so well that it’s the reason everyone is using it,
or
2. people are so baffled at how to make money with social media that they fall back on old, tired tactics.
I’m leaning towards number 2, and I’ll tell you why.
When I run through my Twitter stream, 90% of what I see are pitches. Some have the same copy I find on tattered flyers waving at me from telephone poles:
“Work from home, earn extra money! click here”.
Others are straight up calls to action:
“Only 10 minutes left to get the 75% discount!”
Then there are the veiled pitches that pretend they’re conversational but are really just what they are… pitches.
“I so love working w/ incredible client$ helping them make buku $$$ and luv life!” (this one is followed by a link to join a program or class)
So why am I against these?
First of all, they break my 3 proven ways to turn followers into fans and fans into clients with social networking.
1. They don’t add VALUE to the network.
It’s a one way conversation and although it may be nice to join someone’s program or buy their product at 75% off, the message doesn’t inform or engage me.
2. They don’t boost CREDIBILITY.
This is serious, folks. Your entire business rests on your credibility. If you’re out there pitching furiously without real engagement that provides something useful to your network, then you don’t have a strong platform to stand on. Credibility counts. Google the names of the people pitching you and see if it leads to a trail of credible authority or leads to a cloud of smoke.
3. They don’t build TRUST.
We buy from those we know, like, and trust. If you bypass this process, then your prospects will resist your offers and raise obstacles. The process of engaging and connecting with your social media friends builds the trust needed to open people up to buying from you.
Adding value, proving your credibility, and building trust are essential in any situation where people are going to buy from you. Having access to thousands of new contacts doesn’t mean you will have success pitching your offers to them.
Do you really want to click on a Tweet that reads more like a classified ad than a greeting? Do you rely on Twitter as a place to buy stuff or a place to connect?
About Nancy Marmolejo
