How Relationship Marketing Trumps Traditional Direct Marketing (and Why the Social Media Craze Is Mostly Hype)
March 31st, 2009 by Vishen Lakhiani Read more about Social MediaJack Canfield asked to interview me recently on the topic of social media. I did the interview but stressed that I really DISLIKE being asked to talk about social media marketing. I consider the whole social media marketing industry over-hyped.
I'm one of the most-in-demand speakers in this space (as I write this I'll be in Vegas on stage in a few days with Tony Robbins to talk about social media marketing). But I want to emphasize the PSYCHOLOGY over the TECHNOLOGY.
Too many people fall into the trap of getting overly enamored with Facebook, Twitter and the rest of the social media to-do list, that they end up neglecting the importance of applying persuasion psychology to actually make the traffic deliver. I'm interested in response rates first -- traffic second.
So, in this interview I reveal how I apply specific patterns of influence (psychology) within a framework of social media like blogs, Facebook and YouTube, (technology), to help many of the celebrities and best-selling authors I work with build a closer relationship with their audience and get far better responses.
Listen on!
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Last 5 posts by
- The Enlightened Entrepreneur Experience: How To Experience The "Turning Point" And Complete Freedom In Your Business - January 25th, 2010
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- Breaking the Silence - August 7th, 2009
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About the Author
Vishen is a co-founder of MindValley.
Before MindValley, he was an exec in Silicon Valley and New York for several internet and technology firms. He turned bedroom entrepreneur at 27 and by the time he was 31 had founded 6 web businesses and never had to work a conventional job again.
Check out other posts by Vishen Lakhiani
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Vishen Lakhiani
Hi Vishen,
I listened to your broadcast with Jack Canfield above. I can't tell you what an epiphany it was. Thanks ever so much for your insight. I will begin implementing your strategies immediately. Where do you find out about the applications for Facebook.
Thanks,
John
Vishen,
This was a great call - a full hour of value. Guess I'll just have to reciprocate somehow in the future
Here's what I found particularly valuable:
1- The meditation product and the author's use of relationship marketing. While I agree with you that the sign-up page isn't 25 pages of hard-core direct response copy for his product, the OTO on the sign up thank you page has all those 'closing' goodies we copywriters like to see...
2- The Kenneth Yu Twitter example. Mooo! Yes, it worked for him. Good one.
3- Your company's use of YouTube for recruiting purposes. Very subtle indeed.
4- The Frank K phenomenon. Hmm, I'm almost afraid to sign up for his list again without freezing my CC, but how else are email copywriters supposed to learn from the best?
Two things:
1- Is Gary V now outsourcing those 2000+ daily email replies...or using voice dictation software? He'll be a classic Carpal Tunnel Syndrome patient at that rate...
2- The url you gave for the earlier version of the meditation product is now redirecting to the new version. (unless I heard wrongly.) I'd like to add both to a swipe file study.
Thanks and Regards.
I also prefer to have more response first then later traffic concerns from engaging online marketing through social media like facebook and tweeter.
I've been hearing so much about social media marketing. I was really overwhelmed and confused by the concept. This call was a real eye-opener for me! I appreciate your candid comments about what works and what doesn't. The examples are key, as I am a hands-on learner.
One question: I know this call was recorded in March. Twitter has taken off with a vengeance since that time. You really emphasized use of Facebook on this call. Do you think Twitter has become more important, or equivalent to Facebook for relationship marketing?
Lastly, I'm glad direct marketing is being replaced by shorter text! I always wondered why it worked so well, as I would often get too bored to continue reading most direct marketing ads!!
Thank you!
What do you do if you have to work of traffic. If you have no traffic, you can't build the relationship. So which came first; the chicken or the egg?