Knowing that Social Selling is just a sales methodology, as explained in the first post of this series is not enough. You’ll work through many aspects needed before you master it, one of them being understanding you are your brand and possibly a big part of your message.
You will then, inevitably, get to the point where you need to understand how to create and work that message. Basically that means knowing and mastering your own words. As in with any sales technique you’ve ever learnt (or will learn), what you say and how you say it are extremely important.
When you are in “Sales School” (a.k.a. all the sales trainings you’ll ever get), one of the concepts that gets repeated the most is that of the “Elevator Pitch” or “Elevator Speech”: a short, condensed summary of whatever is your proposal and value proposition. There’s plenty of visual examples in YouTube in case you’re not familiar with the method and learn how to use it, and what to avoid.
I decided to try it out on Social Media and it worked as well though with some challenges at first, the key differentiator being that the Elevator Pitch is designed to be said out loud and unless you’re doing a Podcast or video, you’ll have to adapt it to writing.
There’s not a lot of science other than trying until you get it right in making your words count. That’s the whole thing, that’s how Elevator Pitches work: you use your words. That’s the beauty of it.
When using “your words”, you’re not just enunciating them, you’re building with them. Your intonation, the rhythm and pauses you use and even how you accompany them with your body help even over the phone. Words count also because on how they are said.
How do you transform all that communicative power into a meaningful headline for a blog, subject line for a direct message or short message? How to compensate for what is lost when you deliver in writing?
TIPS FOR CRAFTING YOUR SOCIAL PITCH
Research has never been easier. You don’t need to be a power marketer to craft highly effective pitches. All you need to do is research. Research and prospect before engaging. That’s the first cardinal rule here. There’s so much information about business and people out there, all you need to do is find it and use it, within the limits of what’s right of course. Remember: prospect, don’t stalk 🙂
Customization is the name of the game. One of the key aspects of Social Selling is that you get to find a lot of information on those you’re engaging than ever. Use that to craft the proper message. If you’ve done your research and prospected those you’ll b engaging then you can probably guess what and how they’ll like to be contacted. There’s all kind of studies that show customization elevates your open rate when sending out communication requests of any kind to customers.
The right message through the right engagement vehicle. Social Selling is not the same as Social Marketing. You’re not just tweeting or posting out content. You’re trying to open doors but you still need to watch how you deliver your pitches. If you’re sending a DM or if you’re writing a blog, remember that those two are designed to be read differently.
Value before volume. Specially if the text is short (as in a DM of any kind). Try a few elevator pitches, no more than 2 lines. Make certain your value proposition stands out without looking like a template of a pitch. No value means no response. You need to make it “aha!” for them. Remember that things happen really fast in the Social Networks world.
Identify the proper persona. A decision maker will go online and do some research on you, your product and service. An influencer might just wait for you to come to them. A technical advisor will download tons of white papers and request a demo. A C-level executive has no time for long, boring emails. Remember: before hitting submit to anything you’re about to post, tweet or send, there’s a person on the other side and through Social Media you get to know a bit of that person before you send them anything. Don’t waste that opportunity. If know who you’re talking to, you can craft your message more efficiently.
Never SPAM. Don’t you just hate it when you receive the same message over and over? I blacklist those that do that, no matter the medium. If it’s on Linkedin or Twitter, I’ll block them. If it’s an email, I tag them as SPAM. Can you guess what’s the best way to avoid spamming someone? Yes, you got it: customization/ personalization is key.
If you like these, wait till you see the Templates I’m working on for you 🙂