Friday, January 18, 2008

Social Media Marketing? Fear of Loss vs Self Interest Advertising

Ok, I'm gonna invite you to test something for yourself.

If your going about your marketing the right way -

What's the right way you ask?

Why testing and tracking of course, silly... :)

Well, just to start you should at least be testing where your visitors are coming from, how many visitors you have to your sites, and how long they stay on your sites.

And if your really a sticky stickler, you can also keep an eye on where the visitors are actually going on your site.

anyway here's a link to a great author i like to bookmark. Hush Hush now ;)

Well, i guess Social Media Optimization is no secret, what's that you say?

You didn't know about google analytics, i really took the site for granted too until a couple weeks ago.

I've been part of the Social Networks for some time but i never put it all together.

I just saw social media as separate from my marketing efforts, -as just an expression of my creativity. That was it, with sites like my Naked Superstar Poetry - which started as an experiment in keywords and blogs.

Totally another story, so lets get back to todays topic.

Everyone in marketing is familiar with the undeniable fact that pain sells.

Fear of Loss, the OMG your loosing your house, you could loose your job tomorrow, your wife will leave you if you don't buy this product, take this test drive, or sign up now before its too late.

I will raise - to you advertisers that get by on this strategy - to test a more noble approach to motivate action in prospects.

Ok that's a ton of marketing lingo i know.

But what i am talking about here is what motivates someone to take action based on your advertising - especially in a social medium. :)

So we are pretty clear on the "fear of loss" approach you see it everyday, everywhere.

- and no wonder, it works. But are you willing to take a challenge to achieve greater results. Got your attention now huh?

One of the great old heads of masterful marketing and advertising, Bruce Barton, had some fantastic ideals and methods to his ads.

Mainly Sincerity, sincerity, sincerity.

He came from a place - first of supporting and believing in every product he wrote advertising for, that even includes the presidential speeches he wrote.

But I'm getting off topic.

He also believed that you could sell useing this tactic.

Challenge your reader without insulting them :)

Now let me explain a little about the "self interest" angle. We have all heard of the "favorite radio station" right? WIIFM? If you haven't this must be your first stop on a page with marketing in the title - and in that case - welcome to our exciting world!

Moving on, this is where "self interest" comes into play.

They are ads tailored to what's in it for the buyer like "and extra $200 a day for life, younger, smoother skin, more time with the family, a better life and a guaranteed early retirement...

Ho-k, so basically we have a "what's in it for your benefit" vs "what you can lose"

That's the challenge, short and sweet. I would love to hear about your results in a split test campaign. You can email me at:

or you can post it as a comment, either way, you rock!

Live in Greatness