Today I logged into LinkedIn after several months.
Hit with about 20 automated messages from people I have had no prior connection with, I quickly skim read over it. Some looked like a personal message at first glance but after working with others in the past who used this tactic heavily to get new clients, I was already aware of how it all works. This is a reason I am not active on that platform. It feels icky, cold and always like you’re being sold to. And it always amuses me when these people try to employ the same tactics on other platforms. Applying the same tactics that may work elsewhere does not always equate success on other platforms.
Welcome to the new spam trend, coming to a social media platform near you
It’s already happening with Instagram and it irritates me. What’s worse, It’s being taught and encouraged by so-called top marketers where automated spammy messaging is the latest trend. They are saying things like, “why bother commenting or liking other people’s posts. You need to be direct messaging people and getting them on the phone”. Okay, so this can work when done appropriately, sparingly, consciously and in the right circumstance.
However in many cases, such tactics don’t work when a relationship hasn’t even been developed. One word, YUCK. Can you feel the ickiness?. Network marketers are often taught to do this, write a list of names whom they can contact and then follow up. Because according to them, it works. Yes, that’s because their targets feel cornered, lack the confidence to make their own decisions and are often at a desperate need seeking the help from a so-called ‘expert’.
I can pick three things from the top of my head that may lead to potential issues for the business pushing these tactics:
A) The messages are usually scripted so for one it feels cold and distant. It is disconnecting, not connecting.
B) The relevance of the conversation has not been established so the responder is probably confused as to how it will add value to their specific situation or problem.
C) This method has been used for years and years, It’s just been tweaked to suit the social landscape but there is nothing social about it. It just feels like a telemarketing call and often targets vulnerable business owners who don’t know a better way.
Some will argue, it has worked for many years. ‘Don’t reinvent the wheel’.
I am going to argue, the space in which we do business is rapidly shifting and unless we adapt, tweak and respond in a way that is relevant to the market, it just won’t work. It’s like fitting a cube into a round hole. In this example, the cube space is the traditional marketing space. And the round hole is the digital marketing space. And the cube itself is marketing tactics employed from the 80’s. It doesn’t fit.
After being in this space for a few years now, I can predict how this system works whenever I am in the situation. I know exactly where the conversation is going, what the agenda is and the tactics being employed. It’s a huge turn-off. Because you don’t feel like you’re being listened to or understood (two key ingredients in great communication). I’ve worked with a number of coaches in the past who had very successful careers in the past and were trying to employ the same strategies from 20 years ago. They were wondering why things weren’t picking up but were adverse to change. Remember the analogy from above? That is the simplest way I can explain it.
There’s the popular style of events too that employ a similar icky funnel system and It’s overused and I can tell exactly how It’s going to go down as soon as I step into a room. I could tell you what will happen next when at these kinds of events. I can also smell someone’s agenda a mile off (yes even through a computer screen) and I switch off immediately if I feel like I am being pushed especially when there hasn’t been a relationship established or no prior effort in engagement. And I know just like other conscious entrepreneurs I’m not the only one.
I call it the ‘Spray and Pray’ Effect
It’s like throwing a huge fishing net out hoping to hook as many eager fish as possible.
But people are catching on fast, things are shifting. Have you noticed?
There’s a rise of conscious entrepreneurs, courageous enough to not follow trends, soulful entrepreneurs, awakening, going against the norm, daring to be different.
It’s time to shake things up
A lot of business owners are so scared to do things differently, not trusting their own instincts or following what they know to be true to them so terrified they will get it wrong. I’ve been doing things differently, taking risks since day 1, watching, observing, learning, and doing things that work with integrity (and soul). And so have many other conscious entrepreneurs.
Guess what? I have not had any issues getting business. No, I am not a millionaire (yet), I have not invested in ‘get quick’ money schemes or courses that teach you how to become rich (although I have been poached) but if that is your only goal in life, then I am not the person for you. That is not what I teach. I teach others how to communicate to connect and stand out authentically online to attract their dream tribe and clients organically with sustainable and long-term success.
What’s my secret
Being real, and interested in others, listening to my audience and getting really good at communication and relationship marketing.
Focus on relationships (without an agenda), Be yourself, don’t give into trends so easily, let WOM spread, make an effort to engage and as a result, guess what happens?
The momentum will build and you won’t have to push so hard with your marketing efforts. Eventually, clients and customers will be drawn to you because you were true to you, they followed your journey and connected to your story and how you relate to them. You let your real authentic magic shine through and were brave enough to stand out.
If you’re not interested in communicating and building genuine relationships authentically, forget it. And in the words of Gary V:
“You cannot underestimate people’s ability to spot a soulless, bureaucratic tactic a million miles away. It’s a big reason why so many companies that have dipped a toe in social media waters have failed miserably”
If you’re keen to learn more about communication that connects and how to be more confident in sharing your story and message, check out the mini course I offer over here
Have a great weekend!