By Cathy Wilke, president, Freedom and Fulfillment
Cathy Wilke, Freedom & Fulfillment
Business is built on relationships.
Good marketing creates those relationships.
Really good marketing actually touches the heart of the potential client/customer.
Great marketing makes the person feel so seen and understood that they never want to leave.
We all get the opportunity to connect with people whether it’s in-person, through e-mail, or on Facebook or Twitter.
Yet, I see so many business owners wrapped up in getting their message out to as many eyeballs as possible and using social media as a billboard/megaphone for their business that they’re missing the opportunity that social media provides to really make a connection.
You know when you meet someone for the first time and they ramble on about themselves incessantly without even asking you anything about yourself? Well that’s how a lot of people–too many people–are showing up on social media.
It’s a Bad Scene Out There
In the old days, you met someone at a networking event and if you wanted to follow up with them, you either e-mailed them with a note saying it was nice meeting them and asked for another meeting or you called them saying basically the same thing.
Etiquette is Out the Window
Now after having a nice conversation with me at a networking event, you add me to your list and send me your newsletter. No personal note, no acknowledgment that you know who I am or that we’ve spoken–I’m just number 287 on your list.
Hey thanks, just what I wanted, another newsletter in my inbox.
So instead of using the opportunity to deepen the relationship with me, I’m now just part of the herd.
And how do you think I’m going to respond to that?
Not that well, that’s for sure.
I might have offered to help you promote that event you were telling me about at the networking event we met at, but since you’re only interested in me because you want my attendance, then why should I put myself out for you when you’re clearly only interested in your own agenda?
I found your company on twitter and started following you. You followed back. I watch your tweets, I like what you’re doing. You decided to randomly send me your newsletter.
I unsubscribed and now I’m no longer following you.
Jamming your stuff down people’s throats does not make them want to like you.
The Rules of Engagement are simple.
- It’s not a numbers game.
- One person with passion is better than 40 people merely interested.
- If you care about people, they’ll care about you and your business.
- It’s not about you, it’s about them. (And I can’t stress this enough)
- Creating connection and being of service are the goals–getting clients and making money are the outcome. There’s a difference.
I have so much more to say about this but I’m going to leave it here for now. I’ll talking about how to really engage a community around your business using Facebook, Twitter, Blogging and Newsletters on February 15th at Professional Women of Westchester’s “You, Your Business, Only Better” luncheon series. I’d love to see you there.
In the meantime, come and share your experiences both positive and negative with being marketed to on-line and off (at networking events) on the Freedom and Fulfillment Facebook page: https://www.facebook.com/FreedomandFulfillment
Hopefully it will help to raise awareness about how to make connections and build relationships.
Maybe together we can save the world from receiving unwanted newsletters.
How’s that for doing a service?
Cathy Wilke is president of Freedom and Fulfillment. She is a Business Alchemist and Holistic Business Coach. Cathy helps holistic practitioners and entrepreneurs market their businesses with Fierce Authenticity. For more information, reach her at www.FreedomandFulfillment.com.