Things keep dying, have you noticed? This week selling is dead. Last week it was blogging. I’m writing this due to a rather triggering social media post, I’m such a snowflake, anyway the author said something about using your personality to shift products. That’s all you need now. How novel!
I had a dream once that I was Keith Allen.
This will make sense.
In actuality I was still me but me pretending to be Keith Allen, who was in turn, playing a role on the London stage…
Christ.
I gave a cracking performance. I wowed the audience. I even heard someone in the crowd whisper, “Is that Sarah?” because they weren’t quite sure——that’s how good I was. There I stood, head shaved and bare-chested (I know, très shocking) being Keith Allen being some other character. I think you’ll agree, that’s quite a story. I’ve certainly demonstrated how my mind works. And now you’re absolutely convinced you need me to write your content. See, selling is dead!
I’m thinking of starting a podcast called Squirts From The Marketing Shit Fountain. Everyone else has a podcast, so why can’t I? This subject would be perfect for it. It’d be so quirky and edgy…
The new way of selling means being you, according to a person on SM. Well, to be clear, you need their personality to sell stuff. Because doing that works for them (allegedly). Whatever you do, don’t use your personality, yours is shit. And if you don’t have a personality, well, you’re fucked. Ok, I’m being a dick but it’s fun.
People buy from people.
Does that sound familiar? Old-style selling is dead! Getting to know your prospects is where it’s at.
My personality is very Daria, today. It’s always like that really but I especially feel low-key sarcastic about all this wank. I just cannot be arsed with it.
The ‘people buy from people’ thing is straight out of the social selling playbook. Build relationships and your prospects will come (gross). Ah, yes, that makes sense. Or does it? If a potential client is looking for a long-term service provider, they’ll probably want to know more about you. Funny stories and social media posts about your kids could be the way to go.
Selling using your personality is unreliable.
Despite the author of this one social media post, saying this method works for them, I wouldn’t recommend nailing all your sales colours to that particular mast, especially if you’re a copywriter (as the poster was). You’re sorta kinda saying copywriting doesn’t work.
Personality for sales smells like brand awareness. When you post using your personality (brand voice), that’s you saying, “Hi this is me/my business”. That’s great, btw, that’s how people get to know you but if you rely on charm, people might be confused about what you do (and how it helps them). Brand awareness is top-funnel content. And the folks that read that are nowhere near ready to buy.
FYI: Prospects are not clients.
They become clients when they hand you cash. But they only do that after they have more to go on. For the folks who know you, brand awareness content is no good. So why haven’t they decided to buy? There might be a few reasons why and churning out personality/brand awareness content might be one of them.
Your business has a personality.
It will likely attract as much as it repels but your brand voice is unlikely to be the main driver in converting a client. There is an exception: if they want you to write like you but for them. If you are one of the blessed few who can sell by being you, you’re lucky. Perhaps you’re a LinkedIn celebrity (lord fucking help us) and maybe your reputation precedes you. And if you are a big deal, you’ve likely earned the right to lean on your good name. But for the rest of us losers, we have to rely on good old-fashioned sales techniques.
Go and follow a direct response copywriter.
One of my favourites is Cain Smith. He, like the legendary Dan Kennedy (copywriter/marketer/salesman extraordinaire), thinks this about selling: people are scared to do it. For many, the thought of selling makes their sphincters twitch so you can see why social selling is so popular——it’s way more comfortable (and less effective).
Business owners have preconceived ideas about selling. They often think you have to be salesy. That word conjures images of the pushy cold caller and the door-to-door double-glazing salesman. The harsh reality is, that if you run a business, you will, at some point, need to flog what you do. But it’s a false notion to think you can’t sell legitimately and with integrity (or without lame marketing trends).
Successful businesses openly sell.
They aren’t relying on their personalities. Cain Smith works for a large marketing agency. He creates email campaigns (along with lots of other copy). His agency sends out more sales emails than the ‘giving value’ emails.
Why?
They convert more. They get more unsubscribers with the ‘giving value’ content. That’s pretty interesting. These guys test and measure performance so they know what works for their audience. But Cain is a seasoned copywriter and his view is this: if you have to sell more, send out more sales content. Simple.
People don’t hate being sold to, that’s another lie. Prospects don’t object if you have what they want. Did you ever get bent out of shape by an advert, sales page or social media post that spoke directly to your need? Did you get pissed off with repeated prompts that eventually made you buy that thing? Of course not. The only time you’d be annoyed by a sales message is when you’re not the target audience.
Unless you’re sending out the wrong content to the wrong people, you won’t get lots of negativity about selling. Genuine warm leads will always welcome a consistent sales message, so just to confirm, selling is not dead.
First published, 21st March 2024.
Does your website traffic suck?
Book a >>FREE website audit<<