Posts Tagged 'buying'

The Right Question To Ask

Couple quick thoughts. I saw the blog post title “What are people thinking about buying?” over at www.socialcrm.net.  The post itself is a simple word cloud of current Twitter activity.  But the question made me think.

This question sounds like the typical response to the social media craze.  Companies look on social sites like Twitter, Facebook, and LinkedIn for buzz about their product or industry.  Marketers look at this massive amount of collaboration and networking as the ultimate eavesdropping tool.

The lazy marketer thinks, when I hear a buzzword related to my product I need to quickly insert my advertisement in front of the interested party.  Sounds like a virtual street market.  This is the most rudimentary and immature style of selling.  Shove a product in someone’s face until they buy.  Then quickly scramble for the next sale.  I think this is why most companies are finding it difficult to monetize social media.

A better questions to ask is, “What are people complaining about?”  Wherever there is pain there is profit!  People that have problems are loud and open about those problems.  And problems are the key to successful sales.  Great example from a British bra company. Every product and service (should) solves a problem.  And smart marketers know that the best way to sell is to identify the problem and position their product as the perfect solution.

Rather than just looking at certain “buying” buzzwords, look at the “complaint box” buzzwords.  A lot of times people complain without realizing there is a solution to a problem.  Especially if they’ve lived with the problem for any length of time.  People are more likely to engage with you in social media if you are talking about their pain versus just pitching your product.  Remember, they are in social mode not buying mode.

Finally, in economic tough times, people buy less for the sake of buying (as during boom times) but still buy a LOT to solve problems.  In fact, the more severe the problems (economic strife) the more people will seek out solutions.  Bigger pain, bigger gain (for you).

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