It’s time to get rid of that BUY NOW energy and start cultivating a proper community on social media.
I’m talking about LOYAL. FANBASE. WITH. REGULAR. SALES.
How do we do this?
Great question.
Let’s begin:
1. Hard selling – what is it?
Hard selling in the 90s and early 2000s used extremely aggressive tactics and ‘in-your-face’ approaches.
The internet wasn’t as accessible and layered as it is nowadays, so people had to use different approaches.
Salespeople relied on “old school” techniques, including physical phone books, faxes, and cold calling.
TV commercials were often loud, fast-paced, highly choreographed, and repetitive.
The 1990s saw a boom in network marketing, think pyramid schemes, where individuals were encouraged to recruit friends and family to sell products.
2. Loyal fanbase with regular uploads
Our goal on social media for our clients is to create a loyal fanbase by creating content that resonates, builds community and promotes the brand.
Just not in an in-your-face way.
Think – showing off the employee’s personalities, visual storytelling and constant uploads.
Regular uploading can be tricky if you don’t have a lot of time, but starting with 3x posts a week to then 4-5x a week once you get going will be really beneficial.
Why?
If people see you showing up on their feed a lot, they’ll likely remember you much more.
If you create content that is entertaining and resonates, then you’re guaranteeing higher engagement, which then pushes you out further.
3. What brands have a loyal fanbase due to soft selling?
Let’s give you some new brands that are killing it with their soft selling and not ‘BUY NOW!!!’ energy.
Sorry Duo Lingo and Rynair. Your time is up.
Yvonne LaFleur, based in New Orleans
Yvonne owns a boutique in New Orleans and shoots ASMR-style videos showing off the clothes in her shop, but angles it more about timeless fashion and events that you could wear the clothes to. She never says where the clothes are from, or that you should buy them. Her elegance makes you curious about the clothes and where the shop is.
She’s like everyone’s stylish grandmother!
Yvonne LaFleur, based in New Orleans
Yvonne owns a boutique in New Orleans and shoots ASMR-style videos showing off the clothes in her shop, but angles it more about timeless fashion and events that you could wear the clothes to. She never says where the clothes are from, or that you should buy them. Her elegance makes you curious about the clothes and where the shop is.
She’s like everyone’s stylish grandmother!
Parkwood Deli in New Jersey
Parkwood Deli plays on that typical New Jersey guy who owns a sub shop aesthetic – because that’s exactly what it is!
The owner interacts with the customers in a down-to-earth manner, while also showing the audience how he makes one of his famous subs. But he never name drops, the text is never focused on hard selling. His personality naturally lures customers in – ultimately creating a loyal fanbase of nearly 1M followers.
Parkwood Deli in New Jersey
Parkwood Deli plays on that typical New Jersey guy who owns a sub shop aesthetic – because that’s exactly what it is!
The owner interacts with the customers in a down-to-earth manner, while also showing the audience how he makes one of his famous subs. But he never name drops, the text is never focused on hard selling. His personality naturally lures customers in – ultimately creating a loyal fanbase of nearly 1M followers.
Urban Tandoor Bristol Restaurant
Urban Tandoor have become cult heroes for their social media, but they’re also now one of the best curry houses in Bristol. Why? Because of their down-to-earth comedic videos showcasing the restaurant’s employees. And not one video showcases their food!
The owner, Sujith, said, “During Covid, that’s when we started our TikTok because we saw that the world was so depressed during lockdown. We just had five or six followers, which could have just been my grandma, cousins and mum!”
“The main aim is to see people happy. It’s not just a business to make money. It’s about supporting the community, making sure everybody’s happy. The guests come here for food but leave with an experience.”
“Now we are fully booked. Today the only time slot we have is 5pm or 9pm. So it’s changed a lot.”
Urban Tandoor Bristol Restaurant
Urban Tandoor have become cult heroes for their social media, but they’re also now one of the best curry houses in Bristol. Why? Because of their down-to-earth comedic videos showcasing the restaurant’s employees. And not one video showcases their food!
The owner, Sujith, said, “During Covid, that’s when we started our TikTok because we saw that the world was so depressed during lockdown. We just had five or six followers, which could have just been my grandma, cousins and mum!”
“The main aim is to see people happy. It’s not just a business to make money. It’s about supporting the community, making sure everybody’s happy. The guests come here for food but leave with an experience.”
“Now we are fully booked. Today the only time slot we have is 5pm or 9pm. So it’s changed a lot.”
So there you go!
Creating a loyal fanbase with regular uploads is 10x more successful than hard-selling on social media nowadays.
People don’t open Instagram or TikTok to be sold to – they open it to be entertained, inspired, distracted or educated. People want to escape the world and feel something.
The brands that win are the ones that show up consistently, add value, and feel human.
Stop chasing customers and start attracting them.
So if your content feels “too simple” or “not salesly enough”, you probably are doing it right.
Keep showing up!
Ready to conquer your marketing challenges?