Jul 9, 2019
“The people that you’re connected with, the ones you have conversations with online, they care about you, not any particular product.”
Sean (4:52 - 5:01)
This week we’re joined by Sean, an expert when it comes to selling on social media through powerful messaging that connects with the audience.
Use intentional stories to connect with your audience. Stay away from mosquito marketing.
Network marketers love sharing new products that are launched by their companies. They are often instructed to go out and create as much buzz around the latest launch as possible. They make social media posts, they promote to their friends and family, and they just try to sell, sell, and sell.
Unfortunately, this aggressive push of the product by every active consultant in the company typically ends up having the opposite effect. It creates what can be described as mosquito marketing. People feel swarmed by the product pitch, and they start “swatting” them away. Just like mosquitoes, some of these pitches might get lucky, but most of them end up nowhere.
Luckily, there is a much more effective way, as we’ll discuss below.
The key to a successful product - pitch YOU!
Instead of blindly grabbing whatever marketing material your company provides you, be more intentional with your messaging. Yes, the product might be amazing and have great results, but the people that you’re reaching are connected to you. They care about your story surrounding the product more than a list of features and benefits. They’d respond better to a story about how you used the product and how it helped you solve a problem.
“If your company comes up with a new product, instead of promoting it immediately, try it first and get your own experience to see what it does for you. Then, when you do start talking about it, you’ll have a story to tell, instead of just pitching a product.”
- Brooke (6:49 - 7:06)
Think about it like when your friend recommends a restaurant for you. You’re a lot more likely to listen to your friend than reviews written by strangers online. Similarly, when you connect your story as you’re promoting a new product, your audience will be more open to listening.
One of the key elements to creating a story around the product is explaining how it made you feel or how it solved an inner problem.
What inner and outer problems does your product solve?
Every outer challenge you face has an inner counterpart, which is really at the core of the issue. For example, if your makeup doesn’t achieve the results you want, that’s the outer problem. The inner problem might be that when your makeup doesn’t work like you want it to, you don’t feel as confident as you’d like. So, what you really want is to feel more confident, and you think better make-up will help you get there.
When you promote products, touch on both the inner and outer problems. The best way to do that is to try the product for yourself and keep a note of all the external problem it solves, and the feeling you get internally because of those results. Then, include those points in your messaging.
“Regardless of what the product is, the outer benefit is always tied to an internal problem - something you're feeling on the inside.”
- Sean (8:30 - 8:43)
This week, make it your goal to create a story post. Take one product, jot down all the inner and outer problems that are involved and how it solved them. If you consistently follow the guidelines mentioned above, you’ll be well on your way towards social media selling stardom.
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