“In these tough economic times, it becomes important to cut your marketing costs and while increasing sales. My company does this by…” The business then goes on to state how their company is going to save you costs and why you should hire them.
This is the new trendy pitch I see within social media. Marketers and business owners desperate to recall the fear of their customers can’t make sales, or can’t make payroll, or can’t pay the bills. These companies rarely take the time to get to know you, the consumer. They rarely take the time to establish connections with their potential buyers. Playing to fear is one way to make a sale. But it’s not the only way.
If you are participating in a community and you see a customer desperate for help, do so. You will gain great insight about your target market that you didn’t have before. You probably won’t profit directly from this person, but I firmly believe others will see what a good citizen you are and want to do business with you.
Yes, these are tough economic times. Don’t take advantage of your market by exploiting their fears. Take advantage by getting potential buyers to open up and gain insight on their needs so that you can more completely serve them.
As always, I would love to hear your thoughts.
