In the February 2011 issue Inc. Magazine, Gary Vaynerchuck was interviewed about how he runs his many companies under the auspices of VaynerMedia.
Talk about his show, wine library TV, he was quoted as saying:
"Some people think I'm a bonimenteur, but with the show, my intention is not to sell our wine." It is to educate people about wine. "There is a big difference."
Are educate you or you sell? Because if all you're doing is selling…
"Transform you your site into QVC."
and - in the spirit of the Vaynerchuk - lose you.
"Engagement is the key to real connections with people who, with which you do business."
The sale is unilateral. Educate is maintenance. It builds confidence so that people recognize you as an authority and know that they can assist you for more information of quality.
It is more an interaction. You give content free away useful information which makes them back for more information.
You now have a course of dialogue. The drive, drive, fan etc., begins to recognize your "brand". They trust what you say.
"People want to be heard and feel like their opinions matter.".
Maybe they show up to "buy" your unique personality. But, even if they are not necessarily you love, they enjoy the benefits of all the this info, free, juicy and useful advice, an action that they can carry. In other words, you fill a need.
"Too many people believe this individual thing is not to scale, but giving a shit has a huge return performance.
Your share is a win/win, and in the long term, you will have to their attention in the long term, not just for dubious last fad. With time and hard work, naturally people will be sent to your door - and your business.
"Once everyone understands the value of the commitment, everyone will be doing.".
So, don't be a one - hit wonder. Educate, build trust, develop a dialog box and make a brand built to last.
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