Lemme tell you about the “black triangle” secret.
Back in 5th grade my teacher handed the class a list of tasks to do. The first task was to draw a triangle and color it in with pencil as dark as possible (so it couldn’t be erased). So we all went along and did all the tasks on the list, one after another (easy tasks) thinking we were clever until the last task — which was to “Ignore task #1”.
DOH!
Busted for not following directions.
For not READING carefully before acting.
This happens sometimes when I send out emails, too.
Like yesterday.
I wrote about why social media sucked for selling.
Yet, I got a handful of emails (some of them kinda emotional — sheesh, chill dudes) about how great social media is, how people are making lots of money with it, how it’s so important for community building, and networking, etc.
Sigh.
In other words, they didn’t read carefully.
They made the black triangle mistake.
Because I did not say social media doesn’t have its place.
(It does.)
Nor did I say it sucked for things like list building, lead generation, networking, contacting people to set up JV’s (I’ve set up several using Fruitcakebook in the past), meeting people you never would be able to otherwise, socializing, and, yes, wasting lots and lots of time.
It’s good for ALL those things.
But, it sucks for selling.
For actually pitching what you have.
Yes, there are a few who get away with it.
But for most?
Nada.
In fact, even if you make oodles of $$ with social media you should STILL be focusing on email first, and social media second.
Proof?
Okay, a real life example:
Many a social media fan was infatuated with the Obama campaign’s use of social media in the last election.
“Oh see how Obama is doing it!”
“See all the cashola they make with it!”
But truth is they made most their online $$ from email.
How do I know?
Cuz they admitted as much.
Last year their campaign said email was responsible for most of their $600 million in online campaign donations.
Not Flakebook.
Not Twitter.
Not any other social media.
Just good old, “retro” email.
I even wrote an “Email Players” issue about this a while back — analyzing what they did, and showing subscribers how they could apply that same mojo to their emails.
So relax, social media ex-spurts.
I don’t “bash” it as a whole.
I bash it as a method to sell.
Henceforth…
Read.
Think.
Then, reply.
Go here next:
Ben Settle
