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I’ve been reading a lot of articles recently on why you should be worried about “selling too much” on social media. I get the logic, but the problem with this advice is it scares people too far the other way and causes them to sell way too little.
Which doesn’t make any sense. You’ve got a business to to run. To keep the doors open, you need to sell, right?
If you can’t sell, what’s the point?
But here’s the catch…
Your followers aren’t on social media to hear your sales pitch…
Besides, most of your followers won’t buy from you anyway. Not until they know, like, and trust you. Asking for the direct sale too early can be a turn off and ruin your chances of a future sale.
So, what should you do?
Follow the rule of thirds.
⅓ of your social content promotes your business, converts readers, and generates profit. ⅓ of your social content should surface and share ideas and stories from thought leaders in your industry or like-minded businesses. ⅓ of your social content should be based on personal interactions and build your personal brand
You don’t need to follow it to a tee. Just use it as a general guideline when thinking about your social campaigns.
Here’s a critical point to remember though. When you do sell, make sure you’re not “asking for marriage on the 1st date.” Your best bet is to get your prospect to make a series of micro-commitments leading up to the sale.
The first step should be to capture their email address…
Because once you have a prospect’s email address, you can nurture the relationship, build trust, and market to them over and over again into the future.
Capturing the Email
When selling on social, it’s a good idea to promote a Lead Magnet. In case you’re not familiar with that term, this is the best definition I’ve found.
Lead Magnet — noun — an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer. It’s the first step in my Customer Value Optimization process.
So, you’re basically giving away something of value away in exchange for the prospect’s email address.
The beauty of this scenario is you’re not actually “selling” on social media. You’re simply giving your prospects an opportunity to get something of value without having to pay for it. This will allow you to promote it far more often without seeming spammy.
The point I want to drive home is that there’s absolutely nothing wrong with selling on social media. You just need to do it in the right way.
The bottom line is if you expect to get sales from social media, you need to start selling…