Direct Sales and Social Media | Business Excellence with Jennifer Fong

How to Write Status Updates that Don’t Cross the Line into Spam

March 15, 2010 by Jennifer

Last week I was writing social media training for a direct selling company. Now this particular company does not allow their consultants to blog to promote their businesses (at least not yet), so I’m teaching the topic of content marketing through social networks. I flipped over to my Facebook account and began to scroll through the updates of my friends in direct selling, looking for a good status update that demonstrated the concept. And I scrolled. And I scrolled… Not one status update that shared content without being overly spammy. I couldn’t believe it.

So today’s post is about how to write content-driven status updates that don’t cross the line into spam.

Now this post assumes that you have done the necessary strategic planning, so you’ve identified your goals, your target market, and your message. Once you’ve done that, here are some things to keep in mind:

What type of content does my market value (if they were doing a Google search to solve the problem my product or opportunity solves, what would they type in? Hint, it’s not your product’s name.)
What blogs and magazine articles do people in my target market read? (If you don’t know, ASK them!)
Have I connected with the people on my social networks who are looking for this type of content?

Once you’ve come up with those answers, it’s time to draft some status updates. What I recommend you do, right now, is pull up a word processing document and actually type your ideas now. Have a list to work from.

Here are some sample status updates that are appropriate:

Wow! Had a great workout this morning, and then enjoyed my protein shake! I swear I have more energy at 40 than I did at 20!
Read this great article on XYZ blog this morning about how to apply eye makeup correctly. Check it out! LINK
Oh my gosh I saw the most ADORABLE tablescapes on HGTV last night. Had to make them myself. Check out this photo! What do you think?
I am SO PROUD of Sue Smith on my team!!! She was nervous about whether or not she could do this business, and she had a $1,000 show last night! Can I get a w00t! w00t!!!!
Can I tell you how incredible it feels to see someone break through walls and achieve more than they thought they could? I love my job!
I’ve really seen a difference since I started drinking 8 glasses of water a day. Do you get your 8 glasses?
Check out these great recipes that are on the table in 30 minutes or less…and less than $2 a serving! LINK

The above status updates have some things in common:

They are enthusiastic
They address common experiences…the desire to lose weight and have more energy, the need to get dinner on the table quickly and frugally, the desire for a beautiful home, the desire to put makeup on correctly…
Most don’t go to the immediate sale…they’re more subtle than that
Many ask for a response (a call to action)
They talk about the opportunity in terms of how it helps others, and put a personal face on it

Now you are NOT allowed to copy my samples above word for word. (Seriously…I’ll send the internet police after you if you pull that stuff.) But think about what YOU have to offer. What I want you to do now is think about YOUR product line, YOUR prospect base, YOUR goals. Think about what they need, how you can help, and what you’re enthusiastic about. Make a list of 10-12, and then you’re ready to start using content marketing through your social networks.

It’s not about pitching your product and opportunity. Instead it’s answering questions they may not have asked yet. It’s about setting yourself up as a resource with answers. It’s about building your personal brand with the value you provide.

That’s what brings success in using social networking tools to market your business.

Would love to hear what you think, and if you’re brave, share a status update you’ve written as a result of this post!

Tags: Content marketing, direct sales, direct selling, Facebook, MLM, network marketing, social media, social media marketing, spamming, Twitter

But I want it NOW…

March 12, 2010 by Jennifer

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We direct sellers are a funny bunch. We really like immediate gratification. We show you a product, you buy it. We tell you about our opportunity, you give us a yes or a no, and we move on. (OK so maybe I’m oversimplifying things a little bit here, but you know what I mean.) We want some kind of a reaction for every action that we take. An outcome. So we know where we stand.

Is it any wonder, then, that we’re having such a hard time figuring out social media? Because social media is NOT about immediate gratification. In fact, statistics show that the average online lead must be contacted 7-15 times before we ever make a sale. We could be pouring content into a blog and our social networks, and still have to wait a month or three before we see any kind of traction. And if we’re stuck in immediate gratification mode, we’re going to move on WAY before that.

The thing is, our business as a whole would probably do better if we approached it the same way we need to approach folks in social media. You see, it’s all about relationships. I know you’ve heard that before. But it’s true. The foundation of direct selling is relationship building. When people go into a big box store there’s no relationship…they pick out a product, hope it meets their needs, take it home, end of story. If they see that product cheaper somewhere else next time, they feel no need to go to the first big box store again. But with us, they hear our story. They tell us what they need, and we suggest products or the elements of the opportunity that meet those needs. We get to know them, develop a relationship with them, and THEN make the sale. Now in person, this can sometimes happen more quickly. But if we want access to the much wider audience that social media provides, then we have to realize that people’s attention is all over the place when they’re online. You don’t have that solid hour to simply build a relationship. Instead, it takes place over weeks or months, with interactions that build onto each other.

Those direct sellers and network marketers who are barging into social media, blasting their products and opportunity, are really missing the point. And to be honest, I hope they give up sooner rather than later. Then, those of us who are committed to building relationships in the way it’s done effectively online will have the floor, and can reap the benefits that come from a targeted, thoughtful approach. No, it’s not going to happen NOW. But when it does happen, we’ll have a much more effective relationship that will lead to long term results. And isn’t that what it’s all about?

Your thoughts?

Tags: direct sales, direct selling, MLM, network marketing, relationship building, social media, social media marketing, social networking

What the Web Marketing Lead of your Direct Selling Company Wants to Tell You – Guest Post by Dave Sattler

March 9, 2010 by Jennifer

From Jennifer: W00t! It’s that time again. Guest column time! Today’s post is from my friend Dave Sattler, Web Marketing Strategist over at Scentsy. Now ya’ll better listen up, because Dave has some GREAT advice for you today. Have you ever wondered what your home office REALLY wants to tell you about how you’re using [...]

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Does Canned Content and Templates for Distributors Work in Social Media?

March 8, 2010 by Jennifer

There is a certain, newer network marketing company (that shall remain nameless) that has sent all its recruits out with the same tweets. Seriously. If I see one more tweet saying “Unlike ANYTHING I have ever seen before…” or “There is a mass movement in the network marketing industry…” or how a certain tycoon is [...]

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