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Chris Purser

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Advertising Evolution to Referral and Conversation

evolution

Sixty-seven percent of all internet users are using social media as a form of connecting with family and friends.  Businesses are also finding it beneficial in making these same connections as a way of advertising their products and services, and with valid reasons.  

The old form of advertising is not effective any longer.  Companies tried to capture our attention through advertising, but the more ads that clutter our consciousness, the fewer adds we are able to focus on and comprehend.  We begin to tune them out, causing advertising to get louder in an attempt to recapture our attention.  Eventually we tune that out too. This causes a challenge for businesses.

The old advertising model includes attraction and conversion…attract attention and then convert that attention into a call to action by pushing advertising onto the customer whether they want it or not.  Even though attraction and conversion still matter, the new advertising model consists of referral and conversation.  This model creates a message worth passing along from person to person.  The message isn’t broadcast from one to many, but referred from many to many.  People do this when they pass links to each other on Facebook or Twitter or Pinterest on something they found useful or comical.

So what should you do when you’ve received a referral or lead?  You still need strategies like strong headlines and hooks to hold prospects’ attention while you start to create a relationship.  And you still need conversion, but that conversion shouldn’t happen with dishonesty and deviation.  In the new model, conversion takes place within a conversation and connection.  You build trust and acceptance with sincerity and honesty, a connection, while establishing yourself as a friend and authority of that product.  You show the customer how your product helps them.

Today’s new social networking forms like blogs, customer forums and email newsletters allow you to take conversations and multiply them for hundreds to potentially millions of customers.  You tell your story over time and your product becomes a trustworthy expectation, not just a thing.  By using these forums, you create meaningful conversations with customers using your best persuasive techniques to capture their interest, instigating them to send your content to their friend, driving them to your location and website, improving conversion rations and eventually buying your products and services.  

We would like to help capture referrals to your website so you can include them in your conversations.  If you’re interested, contact Holly from  LeadCrafters at 954-861-0206

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