I recently received this comment from a colleague who unsubscribed from my e-mail list: “I just have too many emails coming into my box, I need to streamline, you understand!”
I certainly do understand. In fact, so much information comes in through my inbox, twitter stream and Facebook feed (to name a few), that I find myself deleting strings of e-mails before even seeing the subject lines. Time is of the essence.
One potential client called me on his way to work, the sounds of the New York City streets punctuating our harried talk. He expressed interest in my latest offering. Even though the post included detailed information, he had no idea what the course was really about, or even if the dates or times worked for him. Another symptom of information overload.
The information super-highway is overcrowded with traffic. We now have an environmental problem. You may be doing EVERYTHING right — your posts may include just the right amount of vulnerability, your headlines could be catchy enough, you may be using language that suits your audience and doing exactly what your business coach told you to do — and you still may find yourself frustrated at your inability to break through the pollution.Online Marketing Not Working Like It Used To? It Might Be You. Or Not. Click To Tweet
But even so, there are three mistakes I see people making:
1. You are Faithfully Following Someone Else’s Formula — What I’ve noticed about internet business success stories, is that their growth has been organic. These people or small businesses, almost by mistake, tapped into a throbbing need that resonated for many people. Most of these “accidents” happened before the online / social media market was saturated, I’d say, before the decade began. So the formulas that they now offer you about their success, which emerged ORGANICALLY for them, were a product of being in the right time and right place. It doesn’t mean your offering isn’t resonant. It just means there might be another way.
2. You’re Trying Too Hard — For my latest launch, in an effort to get people’s attention I shared a headline that was so uncharacteristic of me, I couldn’t even look at the stats after I sent it. I knew I was working too hard to get people’s attention and had betrayed my normal tone of communication. Lesson learned — although I don’t at all regret trying something new.
3. Giving to Get and Getting Angry — Bob Burg’s amazing book The Go Giver has been a platform building and social media bible for many. Genuine giving and adding value as a social media strategy can bring about incredible openings. But it also can be another formula. If it’s not coming from a genuine place, then the expectation that your giving will be reciprocated can stir up the utmost frustration.
Here’s the thing: Don’t stop. Someone once stopped me in a coffee shop to let me know she reads every article I post on Facebook, but I didn’t even realize we were friends. Don’t give up on the fact that social media and online marketing enable you to touch and reach people with your message.
But recognize that, unless you like sitting in traffic, there are other ways to increase business.
Let’s start with some IRL connecting tips:
1. Build REAL Relationships: Have you forgotten how to do that? You’re not alone. (OR, maybe you ARE alone, which is probably a good reason to learn, or re-learn.)
2. Learn How to Embody What You Do: IE, talk, in real life, without a script, and without jargon in a way that expresses your craft and enthusiasm.
3. Take a Breath Before You Engage: It helps you connect to you.
4. Look People in The Eye: It helps you connect to them.
As you can see . . . this means we need to start connecting locally, too, in our physical communities.