Connection Steps that Lead to Customers
“Once upon a time, there used to be a division in how people saw the web.
(Way back in 2009, I wrote a blog post about this, calling the two points of view ‘the cool kids’ and ‘the internet marketers.’)
That division drew a line between online communication that intended to connect and online communication that intended to persuade and sell.
And that distinction was, of course, completely bogus.
As it happens, Brian Clark, Copyblogger’s founder, was an early heretic trying to show people that there was no difference between connection and persuasion.
Connection and persuasion belong together — because they work better together, and because it’s a natural, normal way to communicate and do business.
But as we all know, people don’t just land on your website, feel an instant sense of connection, then rush to your shopping cart and buy something. Although that would be very cool.
As a content marketer, it’s your job to build relevant paths for people to walk through your site, get a sense of what you do, and — if it’s a good fit — go on to become happy, loyal customers.
Good salespeople have always known that connection matters in commercial relationships.
There’s the creepy kind of salesperson who tries to connect but just comes across as clumsy and predatory. And the great kind of salesperson who actually gives a damn about prospects and long-term relationships.
Here’s the great big secret of selling online:
Internet-savvy prospects don’t have to put up with aggravating sales pitches.
Annoyed online users will block your ads. They’ll mark your irritating email as spam. Or they’ll just close the tab and never see you again.
The web gives us wonderful tools to mute the volume on people who get on our nerves. And the first targets for those tools were the salespeople and ads that tried to take our attention for granted.
How do you make that connection that keeps you out of the dreaded spam filter? It starts with being human and helpful.”