Social Media Marketing - confessions of a digital marketing consultant in Sydney
I spoke to a client the other day where he worried that his social media marketing campaign might appear annoying to viewers. I asked him where he got this view from? He could not answer me.
A good social media marketing consultant would know how to capture their audiences' desires, channel it and direct it. As mentioned in my last blog post here [ http://bit.ly/youthblog01 ], to be a good social media marketing consultant 1) you have to know your market, and 2) harness your audience's desires.
Eugene Schwartz states in Breakthrough Advertising:
"Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. A copy cannot create the desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it."
This is important as most social media marketing consultants fail when they waste their time trying to convince people who don’t want a product or service that they actually do, when really they should be spending the bulk of their time selling only to those who want it.
Coming full circle to my client's query - fearful about becoming annoying to your viewers. Just don't try and convince people who are not interested. No amount of selling will work if they never wanted it in the first place.
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