Are You Selling Baldness Cream to Seth Godin?
You like Seth Godin.
You hear he’s speaking at an event in NYC so you sign-up for your ticket. Others have signed up too because, well, Seth Godin always offers excellent knowledge and you want to catch up with the latest news from him.
There’s you and 200 other folks in the audience. Seth’s talking, and it’s awesome. You learn so much that you can take away and use for your own business. That’s the gold; that’s why you came.
The MC asks if you have any questions.
Other folks ask about things he was speaking about; he answers. They take notes and share thoughts on how that can help them increase their leads.
Then you pipe up.
“Great, Seth, but I think you’d really benefit from my product that helps bald men be more successful. We guarantee that you won’t feel awkward ever again, and you’ll be more successful with women and career prospects than you could possibly imagine. Because I’m here today, I’ll give you a 3-for-1 option on it – just let me know where to send it. Oh, and while I’m here, do you have erectile dysfunction too, because my company can also help with that.”
Yeah, right.
So. Are you looking to sell to the right audience at the right time, or are you just hitting blindly and hoping something connects?
Image: Squidoo Graphics
40 Responses to “Are You Selling Baldness Cream to Seth Godin?”
Plain old market research, Rick. Nothing more, nothing less – just some good old-fashioned elbow grease.
Rick – Try using Google Forum and Blog search – and Twitter Search. Instant audience! The next problem you’ll have is how to get their attention in a way that’s honest and sincere.
John Haydon recently posted…. How will your nonprofit use Facebook Places
Rick, I think you would really benefit from my marketing research services, and since I’m here, I’ll cut you a terrific deal…
Just kidding.
At risk of stating the obvious, you can also set up “listening posts” to find people discussing your subject matter / keywords in social media: http://bit.ly/cCJCEf
Love the analogy and it’s so true. I have a hard time comprehending why people who spam do what they do. Do they REALLY think it’s working?
If so, then there’s some major opportunity for education there.
Tim Jahn recently posted…. 5 Lessons Creative Entrepreneurs Can Learn From A FilmmakerI guess they must, Tim, going by the amount of crap that’s still out there.
Maybe we should show them this video?
I don’t really know what really goes on during events like those because I’ve not been to one, but I have heard that they don’t really “convert” into customers. I know if I was going to an event like those, I don’t think I will have the mindset to buy anything from anyone.
Do i have the wrong mindset?
Aaron recently posted…. Growing Your Business Presence on TwitterNot often at the event itself, Aaron – certainly with the connections made, then the after-sales can be a good return.
But it’s still the relationship to the sale, as opposed to the hard hat in your face.
Brilliant analogy, Danny. I wish every spammer who reads this would get it, but I’m afraid they won’t. Call my cynical, but in my opinion most spammers can’t see beyond their own noses. If they did – they would stop.
Sidenote: I’ve been in that very setting listening to Seth in NYC before. Too bad I didn’t think to sell him that hair growth cream. I’d be rich by now.
Haha…
Andrew Weaver recently posted…. Foto Finish FridayMaybe you can grab him next time, dude.
Sad but true point on the spammers. Time to start backtracking their IP’s and hosting information with a spam of their own, maybe?
You can’t teach an old dog a new trick, Danny. Spammers apart, folks who sell without understanding the relevant – and connecting with their audience fall into this category.
The whole point is to create products that are the best – and which solve a real, tangible need. Not like snake oil
I think, selling is moot. The only real thing is connecting with your audience, making them aware of the need – and the solve – and letting them make the final call.
Sure, I might “sell” less that I could by aggressive (and/or pushy) marketing – but I’ll have a far loyal customer base that’s totally tuned into me for the long run.
Rick – to your point, I’d also like to add that it works best when your audience finds you. The other way round end up being ephemeral – because you never know who else is finding the same people as you are
Kapil Apshankar recently posted…. 5 Social Sharing Buttons That Help Your Thoughts Go ViralNow, do you make your customers aware of their need, or do they make you aware of their need?
We still need to sell, for sure, but sometimes the best selling is not selling but “buying”.
Buy into their mindset; buy into a change in approach; buy into the fact your product may not be “all that”, and adapt to different markets.
Might make the sell just that little bit easier.
Thanks to all of you for taking my inquiry seriously, and Danny for letting me commandeer as much of this post as I can.
Let me dodge the analogy of hair cream. Suppose I respond to the “follow your passion” advice and take that to such an obscure niche that you can’t make a sustainable income from it? Should I find this out ahead of time, rather than subject my passion to the indignation of obscurity and sinking net worth? Or should I depend on generating enough interest that a market will find me and buy what I offer? If it’s the latter, what do I tell my wife?Hi Rick,
I think your words “…such an obscure niche that you can’t make a sustainable income from it” offers you your answer.
Niches are great, since they offer a better chance to really stand out, as opposed to more mainstream markets. But if it’s so obscure that there’s a very tiny market for it, and that can’t sustain your business/living costs, then it’s probably a no-starter.
Danny, the pic of Seth made me spit out my beer.
And can I get an “Amen” regarding MARKET RESEARCH. Come on folks – social media is about talking with people so talk to them and find out what they want, what then need, how they perceive you/your products and your competition. Listen, learn – grow.
Now stepping off my soapbox, let me ask why so many feel the need to push social media and cut market research.
Hehe, yep, it gives me a chuckle each time I see it, Pat
And agree 10% – use social media alongside other forms of strategy. Marketing, market research, advertising, etc- they’re not going anywhere fast and can still offer a few things social media can’t.
Dude, this is so LOL that I almost woke up the neighbors. Seriously, well done and excellent point.
Mark Dykeman recently posted…. Welcome to Thoughtwrestling – from Mark DykemanDanny, I didn’t give you permission to quote my question to Seth Godin
Great point, particularly in your comments about the market research. There are so many great avenues for people to sell their services via listening but it sucks to see the spammers tarnishing it.
A while back I had a guy wanting to hire me to post Facebook updates and Twitter comments on his behalf. I didn’t know his business/industry from a bar of soap and tried to explain that these were places to engage with potential customers. Having the necessary knowledge of the industry would be the difference between good and bad social interaction. Similar to hiring me as one of his sales staff without any knowledge of his business.
I told him that I don’t do what he is after and he didn’t really care much for my response. He found someone willing to do it though… the result?
He has a Facebook page that pumps out “We offer X” and a Twitter account that does the same without engaging anyone. In the words of Kapil… “A monologue at best”.
JayTurn recently posted…. Getting Click HappinessAnd there lies the problem, Jay. So many folks see something that’s popular, feel they should be on it, but don’t understand why, or the nuances of that market/platform. Then the fun begins…
And I sent a pigeon with the Seth request – didn’t you get it?
Haha, I wondered why a crazed pigeon was pecking at my window…
Totally agree with your sentiments on that one.
JayTurn recently posted…. Hide And Seek With Kids Is Fun On Your Website It Sucks
Let me ask, with no sarcasm intended: so how do we find the right audience? I have something in mind, and I’m afraid that too few people will want it. Links to other posts, even other blogs, would be appreciated.