Are Internet Marketers Today’s Used Car Salesmen?
By Terry L. Brock
Are you as disgusted as I am with all the hype about Internet Marketing? It seems that every day there is another flashy piece of email touting a “New Break-through in Reaching Customers” and making money.
Don’t get me wrong. I’m a die-hard advocate of free market, libertarian “Do whatever you want as long as you don’t harm anyone else” marketing and lifestyle. Everyone has a right to sell their products and services. But the way many of today’s internet marketers are coming across it is nothing short of appalling. It doesn’t make good business sense either. More on that later.
Yesterday the term “used car salesman” conjured up a host of negative images about cigar-chomping, derby hat-wearing unscrupulous salespeople who would say anything and do anything to get your money. Quality of merchandise? Ha! They didn’t’ care. All that mattered was getting the car off the lot and money out of your wallet into their cash registers.
Today we’re swamped with lots of offers that promise riches and more if you purchase the stuff that some are touting. Then the stuff turns out to be junk once you’ve bought it.
There are many genuine, good products. I’ve purchased many and am glad for it. What I object to---and I’m sure you can relate to this--- is the hype associated with a less than reputable attitude and product that many have in the Internet Marketing world. I have had the experience of meeting several well-known Internet marketers. It is interesting how their stage presence differs from their in-person appearance. On stage, they are laughing, using planned one-liners that are sure to get a laugh and stories that are told as true---but you really have to wonder about their veracity.
When you get these “gurus” aside to talk with them one-on-one as real human beings, they fall apart. They have relied so much on the stage presence that they don’t know how to relate to real human beings. They look at you askance with that “distant” look as if they are trying to size you up for how much money they can extract from you. We would all be wise to be more skeptical of those offers we hear until we have a chance to check out the people behind the products. Like Warren Buffet advocates, learn about the management before you buy a company’s stock.
Relationship Marketing is about connecting with prospects and customers as people first. Meet people where they are as human beings with needs, concerns and feelings. Business comes from connecting with people and meeting their needs.
I think of one well-known Internet Marketer whom I’ve known for several years. He is all smiles and happy persona on the platform. However, whenever we meet face-to-face (and it has been several times) this person is very cold, distant and short. Many others have expressed the same feelings about this person. I’ve also met other Internet Marketers with that same “distant” attitude in person but “plastic happy” attitude on stage and in their email.
Well, here’s a way you can benefit from that. Find out what they are doing and do the exact opposite by being kind, genuine and real. You will know that you’re connecting as a real human being. As a side benefit this becomes a marketing advantage over the sleazy hype-based Internet Marketers. Demonstrate genuine, sincere appreciation for others and show that you care. As you do this, in a world filled with the hype-driven and money-focused people you will stand out favorably.
It is a balance. Business is not about a giant love-fest. However, showing real concern for others, asking questions about them and listening really do matter. Here’s a good technique to separate the chaff from the wheat: Notice how often someone asks about you and what you’ve going through. Then pay attention to how they follow-up. Was their question just a polite “How are you?” when they really didn’t care how you are? Here’s another important test that relates to business: When you see this “new, wonder product” advertised that is going to increase your business, bring traffic to your website and maybe polish your shoes, do they provide a way for you to connect with the guru personally? Can you get through to a live human being or is it just a box of stuff you’re buying? If not, your money might be better spent with the right person that can help you one-on-one through direct coaching.
There is a place for mass-market advertising. Books are a great example. I love buying and reading great books. With a great book, I get to spend hours with a person I admire who is communicating an important message to me---all for relatively little cost. I don’t expect to have intimate interaction with the author in most cases. However, if I’m spending over $100 on a product, I expect to have some connection directly with a real human being.
You and I can help to curb the abuse in the “Used Car Salesman” approach we see too often in Internet Marketing. It is simple to do but not easy.
Care. The old saying is still true: People don’t care how much you know until they know how much you care. As you practice this and implement it in your business, you’ll help others, feel better about yourself and even have a strong business advantage. And you won’t have to buy any dilapidated, used cars.
________________________________________
Terry Brock is an international marketing coach and columnist who helps businesses market more effectively, leveraging technology. He shows busy professionals how to squeeze more out of their days using time-honored rules and practical technology tools. He can be reached at 407-363-0505, by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.
Copyright © 2007, Terry Brock, All Rights Reserved Internationally. No portion may be reprinted or used without prior written permission.
Are you as disgusted as I am with all the hype about Internet Marketing? It seems that every day there is another flashy piece of email touting a “New Break-through in Reaching Customers” and making money.
Don’t get me wrong. I’m a die-hard advocate of free market, libertarian “Do whatever you want as long as you don’t harm anyone else” marketing and lifestyle. Everyone has a right to sell their products and services. But the way many of today’s internet marketers are coming across it is nothing short of appalling. It doesn’t make good business sense either. More on that later.
Yesterday the term “used car salesman” conjured up a host of negative images about cigar-chomping, derby hat-wearing unscrupulous salespeople who would say anything and do anything to get your money. Quality of merchandise? Ha! They didn’t’ care. All that mattered was getting the car off the lot and money out of your wallet into their cash registers.
Today we’re swamped with lots of offers that promise riches and more if you purchase the stuff that some are touting. Then the stuff turns out to be junk once you’ve bought it.
There are many genuine, good products. I’ve purchased many and am glad for it. What I object to---and I’m sure you can relate to this--- is the hype associated with a less than reputable attitude and product that many have in the Internet Marketing world. I have had the experience of meeting several well-known Internet marketers. It is interesting how their stage presence differs from their in-person appearance. On stage, they are laughing, using planned one-liners that are sure to get a laugh and stories that are told as true---but you really have to wonder about their veracity.
When you get these “gurus” aside to talk with them one-on-one as real human beings, they fall apart. They have relied so much on the stage presence that they don’t know how to relate to real human beings. They look at you askance with that “distant” look as if they are trying to size you up for how much money they can extract from you. We would all be wise to be more skeptical of those offers we hear until we have a chance to check out the people behind the products. Like Warren Buffet advocates, learn about the management before you buy a company’s stock.
Relationship Marketing is about connecting with prospects and customers as people first. Meet people where they are as human beings with needs, concerns and feelings. Business comes from connecting with people and meeting their needs.
I think of one well-known Internet Marketer whom I’ve known for several years. He is all smiles and happy persona on the platform. However, whenever we meet face-to-face (and it has been several times) this person is very cold, distant and short. Many others have expressed the same feelings about this person. I’ve also met other Internet Marketers with that same “distant” attitude in person but “plastic happy” attitude on stage and in their email.
Well, here’s a way you can benefit from that. Find out what they are doing and do the exact opposite by being kind, genuine and real. You will know that you’re connecting as a real human being. As a side benefit this becomes a marketing advantage over the sleazy hype-based Internet Marketers. Demonstrate genuine, sincere appreciation for others and show that you care. As you do this, in a world filled with the hype-driven and money-focused people you will stand out favorably.
It is a balance. Business is not about a giant love-fest. However, showing real concern for others, asking questions about them and listening really do matter. Here’s a good technique to separate the chaff from the wheat: Notice how often someone asks about you and what you’ve going through. Then pay attention to how they follow-up. Was their question just a polite “How are you?” when they really didn’t care how you are? Here’s another important test that relates to business: When you see this “new, wonder product” advertised that is going to increase your business, bring traffic to your website and maybe polish your shoes, do they provide a way for you to connect with the guru personally? Can you get through to a live human being or is it just a box of stuff you’re buying? If not, your money might be better spent with the right person that can help you one-on-one through direct coaching.
There is a place for mass-market advertising. Books are a great example. I love buying and reading great books. With a great book, I get to spend hours with a person I admire who is communicating an important message to me---all for relatively little cost. I don’t expect to have intimate interaction with the author in most cases. However, if I’m spending over $100 on a product, I expect to have some connection directly with a real human being.
You and I can help to curb the abuse in the “Used Car Salesman” approach we see too often in Internet Marketing. It is simple to do but not easy.
Care. The old saying is still true: People don’t care how much you know until they know how much you care. As you practice this and implement it in your business, you’ll help others, feel better about yourself and even have a strong business advantage. And you won’t have to buy any dilapidated, used cars.
________________________________________
Terry Brock is an international marketing coach and columnist who helps businesses market more effectively, leveraging technology. He shows busy professionals how to squeeze more out of their days using time-honored rules and practical technology tools. He can be reached at 407-363-0505, by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.
Copyright © 2007, Terry Brock, All Rights Reserved Internationally. No portion may be reprinted or used without prior written permission.
posted by Terry Brock @ Thursday, October 04, 2007
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