Small business owners are missing the boat and costing themselves money when they insist on massive automation. A lot of owners–even ones not making a lot of money–are trying to create layers and funnels for their customers to go through. They are defining social media success as something it’s not–getting customers to self select and leave me alone. Stop bothering me and get my check ready. That’s the testy attitude of all of too many small businesses moving to the Internet.
I myself don’t want my customers to ever leave me alone. I don’t think that real businesses will, not the ones that will be growing in 2010 and beyond. I want to use automation, but not to substitute for human touch.
Systems can never be perfect. Autoresponders and pitch based marketing is never going to replace the human touch, the kindness, the pauses and the insight and the authority that the owner of a business has. Human beings listen, respond, and care in a way that even professionally written marketing messages, no matter how well targeted can’t convey that they hear, and that they are listening to you.
When I meet someone on social media, I want to make a connection that matters, a connection that is here to help, and that will last. I want to help them get what they want, whether it’s with my company, a “competitor’s” company or by saying, “hey, man up, don’t spend this money.” Connection is my goal.
What’s your goal?
{ 2 comments… read them below or add one }
This site blows. And your blog is putting me to sleep. Keep talking to yourself.
Nice work Mark. Glad to see that you accessed the admin panel.