Blog 269: What You’re Getting Wrong About Social Media


Using social media to reach as many people as possible is an outdated idea. These are 3 things everyone gets wrong about social media.


1. People don’t buy products and services, they buy change


Everyone knows that nobody buys a drill, they buy the holes but this doesn’t go far enough.


A client needs a drill, to make the hole, so they can mount a shelf but the shelf isn’t needed because nobody actually needs a shelf.


What the client needs is the way it makes them feel when their kid thanks them for getting their stuffed animals together up on the wall where they are happy. This is what the client buys when they go to the hardware store.


Do you know what the problem is? This kind of generosity doesn’t scale. Too bad. Are you machine-made or hand-fit? Hand fit isn’t scalable. Hand fit relies on word of mouth and small numbers. What do your clients want the holes for? Each client will have a different answer. Do the generous work, you’ll be happy you did.


2. Niche Niche Wonderful*


For the first time in history, you get to treat different people differently. You don’t have to come up with some clever/impossible way to sell mutual funds to 50 million people.


Experiences are not for everyone. Be an experience. Be something only some people love and most everyone else thinks is stupid. Like me. I’m kidding. Besides, if I’m stupid what does that make you? This is the best blog you’ve read in months!


3. Entice your prospects …


Growing your audience, and attracting people to your ideas should be more like dating. First, you hear about someone. Then you check them out online, where you can read comments, they have shared and glean a little bit of an idea as to who they are. You know this.


Next, you meet, and if that goes well you might meet again and then who knows, you might meet each other’s parents get engaged and get married.


Or you can swipe right.


See the difference? One of them is gross.


When you try to appeal to everyone, to attract and acquire followers you end up further commoditizing yourself.

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