Picture yourself at a social event. The moment you step foot in the door, you make someone’s acquaintance. The instant the formalities are over, they launch straight into a sales pitch.
If you’re anything like me, you would not receive this sort of introduction very well, and you’d be looking for the quickest way to escape the conversation. They took no time to even begin to understand you and your desires, so why would you have any time for them?
Twitter for networking
If you use Twitter as a platform for networking and expanding your business reach, the chances are you’ll be all too familiar with this situation. As soon as you make a new connection, you instantly receive an automated message, reading something along the lines of:
- “Thanks for following! You should like our Facebook page too…”
- “Check out my website for more information on…”
- “Subscribe to my YouTube channel channel…”
- “Thanks! Please retweet my…”
The thing which many people fail to realise is that it is far from acceptable to just go ahead and ask for something, without putting any effort into establishing some sort of relationship in the first place.
One of the key principles of copywriting is that you must address your audience in terms of their needs, not your own. People hear one-way sales messages all day, and as a result, businesses employing this tactic on Twitter will simply not be heard. Instead of thinking in terms of themselves, they must first consider how they will provide value to their audience.
How do you begin by providing value?
There are a number of ways to do this. What do you have to offer which may be of value to your audience? You might want to offer them some assistance or advice in an area in which you are highly knowledgeable, or you could offer them a discount rate on any products or services purchased.
If I was pass on one key piece of information to those beginning their Twitter marketing campaign, it would be to ensure that they approach the rapport building stage thoroughly. This part of the process is essential in laying the foundations for solid business relationships to proposer.