DAVIDWARD.COM » Internet marketing

Review of "Crush It!" by Gary Vaynerchuck

David Ward — Fri, 11 Jun 2010 18:45:34 +0000

I'd heard a lot of good things about "Crush It!" and finally downloaded it (kindle for PC, in case you're curious). I'm fairly new to the world of social media marketing so I was surprised at how much I already knew and how much I was already doing.

After reading Crush It!, I now know (a) social media marketing is not a passing fad, (b) properly implemented, it's an incredibly powerful way to build almost any kind of business, and (c) it's not that complicated. In other words, if you market something on the Internet, or you want to, you need to add social media marketing to your marketing mix and it's a lot easier than you may have thought.

Now, if you're looking for a detailed manifesto on social media marketing, this isn't it. It's a great story and a compelling look at the power of social media marketing and worth it for that alone. Where it really shines, however, is in driving home the importance of finding your passion, your DNA as Vaynerchuk calls it, and building your brand, and your business, around that.

Vaynerchuk makes you think about who you are and what drives you. If you're going to "crush" anything, it's going to have to be something you are passionate about, or you won't do it enough, or well enough, to cut through the noise and clutter that competes for the eyes and ears of your target market. If you don't enjoy what you're doing, you aren't going to make it; if you do, the journey will be as rewarding as the destination.

A friend of mine often says, "if you do what you love and you love what you do, you'll never work another day in your life." No doubt Gary Vaynerchuk would agree.

How to market your business opportunity on Facebook

David Ward — Tue, 27 Oct 2009 00:19:09 +0000

Facebook is a great place to meet prospects and potential referral sources. With a few clicks, you can find and connect with exactly the kinds of people you're looking for, at no cost whatsoever. The ease with which this can be done, however, too often leads otherwise smart business people to do things that actually chase prospects away.

Facebook is not an advertising medium, it is a networking medium, and the rules of networking are the same online as they are in the "real" world. Use Facebook to meet people, just as you would at a Chamber of Commerce or Rotary event, and then build a relationship. It's okay to let them know what you do–that is what people do when they meet, after all. It's not okay to assault them with self-serving promotional messages.

Just as it's easy to add friends on Facebook, it's just as easy for them to block your messages or delete you. Understanding and applying a few simple rules of networking etiquette will go a long way towards helping you use Facebook and other social media sites to build your business.

Make your profile about you. People want to be friends with real people, not companies or products or causes. Use your real name, and provide information about yourself–what you do, what you like, where you have been, what you think about the world.

You can describe your business in your profile and add links to your web sites. Think of this area as your online business card. If someone wants to see what you do, they can look in this section. If they want to know more, they go to your web sites. You can also establish a fan page or group for your business and link to this from your profile.

Your profile photo should be, not surprisingly, a photo of you. Photos of your dog or a pretty sunset can go in your photo album, but when I'm considering a friend request, I want to see who's asking. Use a decent head shot and don't clown around. You really do have only one chance to make a first impression.

Be appropriate. The world is watching –and judging you. If you use inappropriate humor, if there are photos depicting you as inebriated, if you are too extreme in your viewpoints–these can all have serious negative consequences.

Use spell check. Use correct grammar. Be judicious in your use of emoticons, abbreviations, and slang. Your real friends may not care about any of this but I can assure you, many of your business prospects do. All they have to go on is what they see on your page, so be careful about what you post.

As for invitations to join your cause or attend your event, please be aware of how your friends might perceive you in light of your activities. Are you involved in anything ill-suited to your profession or the image you wish to portray? Are you always playing games or taking surveys and, seemingly, never working?

Don't advertise. Don't post an ad (or a link to your website) on someone's wall. Ever. Disguising it as an offer for a free ebook that is part of your sales process doesn't fool anyone. Don't do it.

Look, you wouldn't like it if someone came to your house and stuck a sign in your lawn advertising their services, so why would you think anyone wants your ad on their Facebook property? If you post an ad on my wall, I will delete it. If you do it again, I will delete you.

The same goes for email. If I accept your friend request and you immediately send me messages about your product or service, that's a big turn off. You might have something I want, the best price, the greatest service, but don't be surprised if I don't buy from you. It's not quite spam, but it's close, so don't do it.

Your status message is different. It's on your property–I only see it if my settings so allow. But don't abuse this by posting a never-ending stream of promotional messages. Once in awhile is fine. Do it every hour, like I see some people do, and we're done.

I change my status message usually once a day. That works for me. It's okay to change yours several times a day, but make sure you have something meaningful to say. Some say it's okay to make your status posts two-thirds about you, one-third about your business or offers. I say that's too much advertising. There are other, more subtle ways to spark interest in what you offer. (See below.)

Add value. Your profile, your status updates, your notes, your videos, your comments on others' posts, should be perceived, by and large, not as self-serving or frivolous but as adding value. That doesn't mean you can't let your sense of humor show or that everything you do must render a benefit. It does mean that you should show people that you have something to say and something to contribute to the relationship.

You can offer tips and advice, share resources, or describe interesting experiences. I try to post an interesting quote every week day, and I post occasional videos and links I believe my friends would like to see.

You could write articles ("notes" on Facebook), and provide helpful information. This note (which I have posted on Facebook) is an example. When you post articles, not only do your friends see you as making a contribution, they also get a demonstration of your expertise.

By contrast, updates about the sandwich you just ate or the movie you watched are of no value to anyone unless they come with a meaningful recommendation. I don't care that you are walking your dog or checking your email. You wouldn't call me on the phone and tell me these things, so why tell me online? Someone who posts something merely for the sake of posting isn't adding value, they are simply adding clutter to an otherwise over-cluttered Facebookisphere. [I just coined that word; feel free to use it.]

Adding value also means making an effort to patronize your friends' businesses. You'd do that in the real world, wouldn't you? And if you can't hire them or buy something yourself, provide referrals. When you do that, you help two friends and earn the gratitude of both. Be a matchmaker. If you have a friend who is looking for a new employee, for example, and you have another friend who might be a good fit, introduce them.

Add value and people will want to be your friends. Waste people's time with meaningless information and you might soon find that when you do have something of value to offer, nobody's listening.

Be yourself, but be normal. Don't hide your personal side. The things you do for fun–hobbies, games, surveys, widgets you post on your page, and so on, define you and make you interesting. When your friends see they share those interests it can strengthen your relationship. But if you are on Facebook to build your business, you must establish a balance between your personal and business identities. When in doubt, always lean towards your business persona.

In the real world, if you came to my office and I threw a sheep at you or gave you photo of a chocolate martini, that would be weird, wouldn't it? And yet that's what people do online. Look, I do silly things on Facebook. I'm opinionated and have a profoundly warped sense of humor and I like to stir things up from time to time. But the majority of my Facebook friends who have an opinion of me would, I think, describe me in positive, business-like terms.

A little flair now and then is interesting. All flair, all the time, is clownish, and people don't do business with clowns.

Friends first. There is a maxim in marketing that says, "All things being equal, people prefer to do business with people they know, like, and trust." Be that person.

"How To Win Friends and Influence People," written decades before the father of the founder of Facebook was born, offers great perspectives on how to do business on Facebook.

Dale Carnegie counsels us to focus on other people, not ourselves. Talk to your Facebook friends (through messages (email), IM (instant message), and, eventually, by phone and in person) about themselves. Ask questions and listen. Let them do most of the talking.

What do they want in their business or personal life? What problems do they wish to solve? Look for ways you can help them. Provide advice or information or referrals, if you can. Just listen if you cannot. Again, that's what friends do.

If your products or services can help them solve a problem or obtain an objective, offer them. If not, don't. And if you do offer them and they aren't interested, drop the subject. They may come back to you some day, when they are ready, or they may not, but they will never buy from you if you pushed them or annoyed them to the point where they deleted you.

Is social media a fad?

David Ward — Thu, 03 Sep 2009 15:53:19 +0000

Social media marketing explained by Perry Belcher

David Ward — Fri, 12 Dec 2008 00:20:02 +0000

Here's a cogent explanation of how social media should fit into your marketing mix. I'm a newbie to the subject, but it makes sense to me.

Warning: your mlm guru might be leading you down the wrong path

David Ward — Wed, 12 Nov 2008 17:35:59 +0000

A lot of network marketing gurus today are teaching people how to build their business via the Internet. They talk about "attraction marketing," "funded proposals," "social networking" and "Web 2.0". I don't have anything against this; I do some online marketing myself. What I object to is the message that "the Internet is the only way."

Some trainers say the "old way" don't work anymore. Nothing could be further from the truth. Network marketing started in living rooms and kitchens, long before the Internet, fax machines, voice mail, conference calling, webinars, or even video or cassette tapes. People built successful businesses sharing their products or services with their friends and families. It worked because people will do business with people they know, like and trust. It duplicated because everyone could do what had been done to them.

Success in network marketing requires duplication and duplication means using a simple system that everyone can do. If only some people can do it, duplication ceases. Without duplication, you are limited to what you and a few others can do. You'll never grow into the thousands. That's why in my business, we teach a system that everyone can do. Everyone can hand out a tool to people they know. Not everyone can create a web site.

The "Internet is the only way" crowd says you don't have to talk to people or go to meetings, you can do everything online. They may understand "high tech" but they are missing the essence of network marketing–"high touch." We are in the people business and our relationships are the glue that holds our business together.

To make matters worse, the "Internet only" folks will tell you your Uncle Fred isn't interested in starting a business or he would have done so already. "Don't chase Uncle Fred," the new age crowd says. But this misses a big point.

While it's true you don't want to chase anyone, it doesn't mean you shouldn't show people the information and let them decide. That's why we say, "don't prejudge." Uncle Fred may indeed be interested in starting a business but might have thought he needed a lot of money or experience or time. Show him your business. If he's not interested, that's okay. He can still buy your product or service. He can give you referrals. And he might become very interested a few months from now if he gets laid off at work.

Marketing online is an excellent way to attract prospects and if you're interested in doing that, go right ahead. But don't make the mistake of believing it's the "only way" to build your business. The gurus will tell you anyone can market online, all they need to do is use the tools they'll gladly sell you. But if it was as easy and duplicable as they say, everyone would be doing it already and it would have been game over a long time ago.

I just read an article by one guru who said the same thing. He's been in network marketing for decades and says that "the idea that 'the Internet is the only way' will ultimately fail for the masses". For one thing, he points out, "47% of the American population does not use email." and "[t]he average American checks their email every 8 days. . .".

So, let's put things into perspective.

If you have (or want to develop) expertise in marketing online, that's fine. Go for it. It doesn't matter that everyone can't do it. Not everyone is good at giving seminars or networking at Chamber of Commerce events, but that doesn't mean they shouldn't do it. You can do whatever you want to do to find people to show your business to, so long as when you show it to them, you use the same tools everyone else can use. That's the key to duplication.

And when they sign up, show them the old fashioned ways: making a list, inviting friends over to see a DVD, three-way calls, going to weekly and monthly events, getting on team calls, and so on, because everyone can do those things. You can ALSO show them how to market online if they are interested in that, but as a supplement to, not a replacement for, the basics.

The old school works. The new school works, too, just not for everyone.

Why you need a personal web site, and how to get one, free

David Ward — Mon, 07 Jul 2008 23:05:58 +0000

In network marketing, surveys show that the number one reason a distributor signs up with their particular sponsor was because they "liked them." People do business with people they know, like and trust.

In the cold market (people who don't know you), your objective shouldn't be merely to get information into the hands of your prospects, it should be to build a relationship with them. Get to know your prospects and help them get to know you. A great way to do that is by putting up a personal web site.

Don't panic. A new web site builder, weebly.com, makes it incredibly easy. In fact, with no experience whatsoever, you could have your own web site up and running in a matter of minutes. And it's free (although they recently introduced an upgraded service.)

Weebly gives you

A free web site (no advertising)
Free hosting
Easy as pie web site builder and designer
A free Blog
Templates you can use to be online today!

There are other choices. Google has sites.google.com which allows you to do the same thing. You could also set up a free blog at blogger.com or wordpress.com.

These services require no technical knowledge whatsoever. You can quickly and easily create a site that introduces YOU. Of course you can add information about your company and business opportunity and links to your company web site, but the focus of your personal web site should be on you and your story.

You should do this even if you're brand new in your business. Your rank doesn't matter. The purpose of the site is not to impress people with how successful you are, it is to allow them to get to know you.

Tell your story: why you started with your business, what you want to accomplish, your "why"
Talk about your family and your life, your hobbies and interests.
Post photos of your children, vacations (or vacations you would like to take)
Talk about charities you work with, or want to; what matters to you
Make your personal web site just that, personal

Your personal web site will allow your prospects to know the person they are dealing with. It's the first step towards building a relationship with your (future) customers and business partners.

Go to weebly.com or sites.google.com or blogger.com or wordpress.com and set up a free account. Start with a one page web site. Your name and contact information, your photo, a link to your company web site, and one or two paragraphs about you. You can add more later, if you want. But put something up today so that the next time you speak with a prospect, you can send them to your personal web site to find out who you are.