Gary Vaynerchuk’s book title Jab, Jab, Jab, Right Hook – was a summary of how you should connect with a potential customer multiple times before you ask something of them. Gary strikes me as one of the good guys based on how generous he is with his content.
Unfortunately, the principle of generosity is dying among many internet marketers. (Highlight to Tweet) Like a car stuck in one gear, they are stuck in selling mode, and it’s bad for the whole industry.
I recently spoke with one of the biggest names in internet marketing, and they said they had no interest in teaching their audience with no sales pitch included because they didn’t need to teach anymore. They just sell now. All. The. Time.
It’s true. I get their emails. I see their Facebook ads. They just keep selling.
Permissible? Yes. Beneficial? No.
Are they allowed to do this? Absolutely. They’ve built up their email list and social media following, and now they’re cashing in. But, not everything that is permissible is beneficial.
Customers and fans feel tricked when someone is generous with them and then sells, and then just keeps selling. (Highlight to Share) It’s not the selling that’s unhealthy; it’s the obsession with selling.
There is generosity in selling something helpful to other people but if all you do is sell, I think you’ve lost your way.
Many have lost their way.
You can trade your lists with your friends and sell, sell, sell, but it’s going to have diminishing returns. (Highlight to share)
Why People Are Tired
People are growing tired of the launches, the promises, the complexity, the price tags on every solution. They want a human connection. They want empathy. They want a guide. They want a sojourner.
Maybe people just want a quick fix, and they’re willing to pay for it, but I’ve never bought a product that provided a quick fix for me other than a fast food meal and a band-aid. Quick fixes, it turns out, are like putting duct tape to slow a leaking tire. It might hold the air in for a bit, but it’s not a long-term solution.
These people will just keep selling, and many will keep buying. I’m unsubscribing. I’m letting Facebook know I don’t like that ad. This isn’t a whine fest; it’s a reminder to all of us in the content marketing space to keep adding value no matter how large your list grows.
Trust can be earned, and trust can be lost. It’s up to you. (Highlight to share)
