Push-Pull Marketing: Don’t push ’em away. Pull ’em in!
There are two types of online marketers – those who try to “push” people into buying something and those who have the ability to “pull” people into buying. A great difference exists between the two, and I want to clarify these differences now.
Many online marketers, myself included, want and need to earn money online. I’m eager, ready, and willing to promote products and programs I think people will buy.
The problem with push marketing is “disconnection.” You disconnect with the honest emotions and the trust factor in the sales process. When someone uses push marketing, they try to impose their will on you, press hard, or strongly convince you to buy what they’re selling. They tend to “push” people to buy a product, and when this happens the customer tends to run away.
When you chase after a sale, just to put cash in your pocket with no regard for your buyer, people shy away or run the other direction!
Nobody likes a pushy salesperson! This is the “Used Car Salesman Approach” and it doesn’t work online.
I want to gently “pull” customers or clients into making a decision to buy the product I’m promoting with pull marketing – also known as “attraction selling”.
Rather than chase after a sale, I offer something of value, some measure of appropriate content beyond the sale which might solve a problem for one buyer or meet the needs of another.
My ultimate goal is to have customers who are eager to buy the products I promote. This doesn’t always happen quickly. Skepticism in the online space runs prevalent and must be overcome. I work on creating trust from my customers and potential clients so they feel comfortable purchasing what I have to offer.
Sounds hard again! What do I do?
One way to overcome many of these challenges is by “moral authority.” That’s the “ownership” part of selling. The best people to buy from are those who are satisfied and happy customers themselves and currently use the product or services they’re promoting! Truly believing in your product or service is only one part of the picture. The other part is the “ownership,” where you confidently say . . .
“This product will help you, because it works for me! I know, because I’m using the product now!”
This is moral authority. It’s carried thru your advertising verbiage and speaks directly to the emotion of the buyer.
How can you convince people to buy products if you are not buying them yourself? Sounds like hypocrisy to me. Not very trustable. (It might work if you use pushy-me-me-me, I-don’t-care-about-you marketing.)
How do I establish “moral authority?”
First of all, find products you are passionate about, have an interest in, or excite you. Purchase these products and use them, so you can confidently say, “I own this product, and I use it!”
Second, perhaps in your line of work, occupation, or niche, you use or own products you’re already familiar with and can speak authoritatively and honestly about them.
Examples? If you’re a beautician and have used a certain line of hair care products for years, you own these products with “moral authority.”
If you’re an accountant, the systems and programs you use can be promoted to help build trust with your potential customers.
For an auto mechanic, products which increase the value of a vehicle, or solve a problem for current customers can be advertised to your potential customers. This approach establishes your own moral authority. You will see better results with your promotions when you incorporate this method.
How do you engage this method?
Create a product review!
Purchase a product and create a review. You can then post the review online at a blog site or forum along with a link sending the reader to a site selling that product. If they buy, you receive a commission!
Could you do this? Try it. It doesn’t have to be a lengthy review, just a few sentences or paragraphs. Give a personal testimonial of the value you received by purchasing and trying the product for yourself. Conclude with a product link, and tell them to “go there now, buy it, and see for yourself!”
This short review can be posted on social media sites, added into emails to your friends and family, posted on community blog sites, or copied and pasted into forums.
Video is King of the Online World. Everywhere you look, people are posting videos on all sorts of subjects. Take a look at the popularity of TicTok!
How about you doing this? Why not?
Einstein said try something new. Make your own video review of a product. Post the video on your own YouTube Channel (which is easy to set up), add a link to the product in the comment section, use the “Share” button to create another URL link to your YouTube video and email this URL link to friends, family, and anyone else who won’t just think you’re bothering them with pushy marketing. This URL can also be posted on social media sites without any fear of rejection. Easy!
If you enjoyed my comments in this blog-post, perhaps you’ll also enjoy this great article by Andre Vatke, Founder of The Leaders Club (now unfortunately defunct!)
“10 Tips for Email Marketing”
It’s FREE!! And the download is immediate!