Next time a telemarketer calls during dinner or if you happen to bump into the Shamwow pitchman be sure to tell them to “shove it!”
There are far more subtle, more persuasive ways to win the hearts and minds of a market.
When you’re watching TV, sitting down to dinner, or clicking over to read a blog post or article I want you to watch for something…
Interrupt marketing.
TV commercials, telemarketers, and pop-over ads are all examples of marketing that breaks into your awareness whether you want it to or not.
Then, like some obnoxious kid high on Mt. Dew and pixie sticks, they try to beat their pitch ino you (”ShamWow! This towel is amazing!” “You wouldn’t be interested in lowering your monthly payments?” “Subscribe now!”)
Compare that with conversational marketing where you join in and add to the topic your prospects are already talking about. These are conversations that your prospects have already said they want to have. Join them, build rapport, and make some business.
I’ve written two articles over on agentgenius.com about how several businesses have done just this. Check em out.
In the first article, I discuss how the bailout buzz was “hijacked” by the porn industry. Pretty genius, bringing “porn” into the dominant conversation across the country.
In the second article, you’ll see just how niche publishers used the Obama presidency to boost their exposure and pump up page views.
Now, just start noticing which marketing interrupts you and which is having a conversation. You’ll also notice which you respond to more positively.
{ 7 comments… read them below or add one }
Gotta show me how you do that tweet me thingy!
Mark, your thoughts on conversational marketing are right on. Larry Flint rarely misses an opportunity to exploit a situation to his benefit.
We’ll have to agree to disagree on “Vince from ShamWow”. Love that guy!
@David Pylyp – it’s the Tweetsuite plugin. easy-peasy install and makes your posts tweetable. gotta dig it
@Brett Tousley – how about a Billy Mays vs Vince pitch-off? wouldn’t that be sweet to watch? that video would go viral as all get out, man.
and, yeah, there’s a lot of things that can be said about Flynt but you have to say the guy knows how to create press.
when you look at conversational marketing and the buzz it can steer your way, you really can’t buy that kind of press. another way to look at: you could give away the most lucrative real estate tips in the world, but once you can tie those tips to a dominant conversation more people will flock to them simply because you’ve tied into that which is at the top of their mind.
I’m not sure Mays and Vince are in the same weight class, Billy may unintentionally hurt him with that gut of his.
Conversational marketing is the true benefit that a well written and constantly updated blog can bring. As an agent, I can see the benefit of a personal blog vs other websites like AR, Trulia or Zillow.
AR has it’s place, but striking up a conversation with a potential client generally happens via phone or email, rarely does a consumer actually post there.
Trulia and Zillow’s agent platforms remind me very much of barking dogs chasing cars down the street. Each agent racing to answer the next question first in hopes of winning over an anonymous Internet visitor. While consumers may find valuable info on those websites, I don’t see it as a productive way of finding or serving clients.
@Brett Tousley – good points, brett (especially about Mays so i guess Foreman won’t be invited to the pitch-off).
places like trulia/zillow/ar are information gathering depots – where consumers go to sniff around. they gather details, get questions answered, and use the information to get a better picture of what the terrain looks like before honing in at a more local (personal) level.
i.e. i go to webmd to learn about pneumonia so i can talk intelligently with my doctor about it
now, a blog… that’s something far more leverageable and is an actual asset to the agent – it’s of interest, it builds rapport, it’s personal, it’s branded, it’s a conversation point (for consumers and influencers), and something that a strategy can be built around.
Re: “now, a blog… that’s something far more leverageable and is an actual asset to the agent – it’s of interest, it builds rapport, it’s personal, it’s branded, it’s a conversation point (for consumers and influencers), and something that a strategy can be built around.”
I agree entirely! Now one of the things I learned through trial and error early on was this, it doesn’t have to be overly formal. Shoot for “conversational” instead. At every point, seek to humanize your interactions (in other words have fun with it and give people the opportunity to have fun with it too). Although this might seem like common sense to some, it’s challenging for others.
The more conversational and welcoming you are, the more willing your consumers (readers) will be to talk to you.