Can you spot the problem with these LinkedIn posts?
- “I’m excited to announce that I’m presenting a webinar for the Association for…”
- “So honored to be a contributing writer to the Daily…”
- “I’m looking forward to presenting this workshop for the Regional Women’s…”
How about these from Facebook?
- “Super stoked to share that in my 90 day coaching experience, I’ll be…”
- “I’m so excited to return to Chicago for a one night show on…”
You see it right away, don’t you? Probably right about the time you think, “I don’t know you and I don’t care how excited you are. Or how honored. Or how stoked.”
Posts like these are the verbal equivalent of selfies. The people who write them turn the lens on themselves instead of looking outward at others.
That’s fine if the goal is your own entertainment. Or the amusement of your friends. Or sharing your emotional state with someone who’s actually interested. (That would be your mother. And your best friend—maybe.)
But every one of these examples came from a social media marketing message. Some of them, messages the person paid good money to promulgate. Wouldn’t it make sense to focus on the people whose attention they want?
Maybe they’re just amateurs at the business of connecting with clients and customers. You’d think for sure the experts would stay away from self-ing. But then I read this in an email from a sales and marketing director who should know better:
“We are excited for our upcoming webinar on 5 Steps to…”
You notice a lot of excitement in these self-oriented posts. So much excitement, in fact, that it rings hollow. I’m guessing they think saying they’re excited will excite the rest of us. It doesn’t.
Here’s how to make your message more magnetic.
Tell us what we’ll get from your webinar, workshop or performance instead of focusing on your own feelings about it. Lead with what matters to those of us who read your post or comment or email. What’s the outcome for us?
One good way to do that is to pose a question. Why? Because we automatically begin to formulate an answer in our minds. Or we wonder what the answer might be. Either way, you’ve grabbed our attention and given us a reason to keep reading.
Another option: name a problem your clients or customers have. “It’s tough to cut through the social media clutter and make your post the one they read and remember. But it gets easier when you know the formula. Find out all about it at our workshop/webinar/conference etc …”
Do you notice how much more compelling that is than “I’m excited about my webinar”?
Or start with a goal you know your perfect people have. “Imagine yourself with all the clients you can handle and a waiting list to boot. You’ll discover how to make that happen at my seminar/in my book/when you come to my conference…”
That’s a lot more engaging than hearing how stoked you are.
Rule of thumb: the more you make your message about the people you serve and the results they get, the better your results will be.
If you’ve been posting verbal selfies, now’s the time to rethink the way you structure your message. How can you put the focus on the people you’re trying to reach? Post a comment below to try out your new approach.
Perfect advice, perfectly delivered. Thank you, as always. Rebecca Bloomfield, Jerry S. Pearlstein Insurance, Ltd.
Thank YOU, Rebecca. Share it widely, please!
Perfect advice, perfectly delivered. Thank you, as always. Rebecca Bloomfield, Jerry S. Pearlstein Insurance, Ltd.
Practice message:
What would it take for North Avenue to really please you as a place to be or to work? Come help us plan how to create such a North Avenue at community meeting next Wednesday, February 28, 7 pm, Galewood Community Church, 1776 N. Narragansett in Chicago.
It’s good, Judith. I’d streamline a bit and get specific.
How could North Avenue delight you as a place to work, shop or dine? Join us in creating THAT North Avenue at our community meeting …(where and when)
Here’s why:
“What would it take for …to” is a long way to say “How”.
“Delight” has more punch than “please”
“Work, shop or dine” puts my brain to work picturing thriving stores and restaurants; “be or work” is vaguer. How can I picture myself “being?”
“Join us in creating” is stronger on two counts. “Join” makes me feel like a partner rather than a helper. And “creating” is what we want to do. Yes, planning will be part of that, but you’re better off to focus on outcome (We created a new North Avenue) than the process (planning).
This is fun, isn’t it?
Catherine,
Your messages are always spot on. I not sure to what degree they affect my own behavior but to some degree they do.
And thank you for sharing your speaking schedule. I cannot wait to see you again.
Jim
Burr Ridge Plan Commissioner
Candidate, for a while, DuPage County Board
Realtor
Thanks, Jim! I’ll look forward to seeing you at a keynote or workshop. Probably not the sessions in Senegal though. 😉
Catherine,
Your messages are always spot on. I not sure to what degree they affect my own behavior but to some degree they do.
And thank you for sharing your speaking schedule. I cannot wait to see you again.
Jim
Burr Ridge Plan Commissioner
Candidate, for a while, DuPage County Board
Realtor
Spot on as usual! When I see statements like that, my thoughts go to the root meaning of ‘selfie’ which is ‘selfish’ Those of us in the service industry have to remember it’s all about our clients – no so much about us personally, but what we can do for them that they need. Language nuances are so important as they fill in for the lack of personal face to face communication, eye contact & body language. There is no room for error of interpretation in social media as this is the one place that most people get their only exercise – jumping to conclusions.
Thank you for your insight
Susan Powell
InFocus Design Services
President- RESA Chicagoland Chapter
Thanks, Susan – I’m glad this one grabbed you. By all means share it widely! Not only for my sake, although it’s always good for a blogger when her work is shared. But also so all of us can read more interesting content in our social media feeds.
I’m so glad I can claim that I got my exercise in today. It’s only noon and I’ve already jumped to a conclusion or two.;-)