If you’ve ever put a powered off cell phone to your ear and enthusiastically confirmed last minute dinner plans or purported to be the vital recipient of a sole jail cell phone call while shopping for a mattress then you’re too smart to get sold by this article, so read on because there’s no pressure.
The number one thing that irritates me when I’m shopping is the feeling like I’m being sold. The only thing left that I actually ever set out to buy from a brick and mortar store is a mattress so for the purpose of this non-pitch for social branding services let’s focus on that unrestful experience.
If you’re like me (and you are because you’ve read this far which means you feel like the heat is off and you can relax) then you know that consumers these days prefer to shop online to avoid having to dig in their bag of body language tricks just to get away from someone so unattractive that the last thing you’d consider buying from them is something that even remotely stirs the subconscious thought of sleeping with them.
For a business with an online presence this can be a blessing and a curse because consumers can find and be turned off by your business/store/product/pitch just as quickly. Shopping online is like having ADD and an index finger twitch. You could, for instance, set out to Google (NASDAQ: GOOG) mattress and get Bing‘d into $1,500 for one Pratesi sheet . But I digress…
The bottom line is that we all have a problem with being told what to do or buy so if you stand any chance of successfully marketing your business online then you have to stop thinking of social media as marketing. The tweets you’re sending out about your business’s product from your business’s twitter account – those are like wearing a t-shirt of the band you’re going to see. Start building your social brand in a way that you become a place where you customers want to be even when they’re not shopping and watch the sales roll in.
Now you’ve read far enough for me to know that there is no sale to be made off of you because you see right through this whole thing. Which means the only thing I can do to get your sale is to make my online presence, my social brand, as attractive to you as making you feel like you’re walking into a mattress store with no salesmen. Gotcha.