Over The Shoulder Marketing [with Brent Hodgson]

Today’s post is the sequal to an earlier post I wrote on Creating Authority Online… which was inspired by a dinner conversation I had this week with Brent Hodgson, and his subsequent blog posts on Over-The-Shoulder Selling and How To Make Money From Twitter

Over the shoulder Todays post is based on the Robert Cialdini influence principle of ‘Liking’… and the two ways you can look at the factor of ‘liking’ when it comes to marketing and selling.

Firstly, you can say people will buy from people they like. Pretty plain and obvious, it’s just human nature that people are reluctant to throw money at people they don’t like.

There really isn’t anything new here… this principle has been openly discussed for decades. No sane marketer goes around trying to piss their prospects off.. that just ain’t cricket.

Although, what I am NOT saying is “try and get everyone to like you”.. trying to do this is a fast ticket to the insane asylum. Dan Kennedy talks about this principle really well and I will dedicate an entire post to it at some point.. but for now the take away is:

“Try and get your targeted prospects to like you… and just ignore everyone else… even Mother Teresa had her haters”

Secondly, you can look at it from the point of view that if, as a marketer, you can get your prospects to think/believe/feel that they are “just like you” it builds a very strong bond that is such a powerful selling tool.

Over-The Shoulder marketing is not just about letting your prospects look over your shoulder so they develop a liking for you… It’s about creating a subconcious connection in the prospects mind that the are JUST LIKE you..

It’s this take on the ‘liking principle’ that forms the foundation of ‘Over-The-Shoulder’ selling and one reason why Twitter has become such a powerful marketing tool.

Twitter is a great way to really engage your customer in this “Over the Shoulder” way.

Some of the greatest over-the-shoulder marketers around are really embracing Twitter to interact with thier herd (read: prospects) but posting what would otherwise be considered the most random collection of tweets (posts on thier twitter feed)… everything from what they had for breakfast, to what they are doing with their family on the weekend, to what random web-site’s they’re visiting.. plus the odd (strategically placed) sales pitch.

By reading the Twitter feed, you are practically reading over their shoulder and getting a glimpse into the persons life.

So is are these tweets really that random ?

Well, what’s actually happening in these prospects mind whilst reading these random tweets:

“Look at Scott… Look at what Scots’s doing. Aww, Scott’s with his family! I have a family… Oh, Scott had to go to the supermarket just like me. Oh wow, Scott has to do the same mundane taks as me… Cool, Scott likes wearing pink tutoos just like me… Scott really is so similar to me. Amazing, Scott is making like $100,000 a month doing this internet marketing thing… Well if Scott is just like me, there is no reasons I couldn’t do that too… Maybe i will buy his stuff and be even more like Scott….”

It’s not just about having someone look over your shoulder and exposing your life to the world (although thats why the majority of people twitter) – it’s about building a rapport, it about allowing your prospects to get a glimpse into your life and create that “i’m just like you bond”.

As Brent says so elequently…. It’s about making yourself similar to other people in your market – with some of the same struggles, joys and mundane day-to-day life. It’s ‘mirror marketing’ – allowing people to see themselves in you.

It makes anything you do seem achieveable.

If you’re a guru, and you’re like them, your success becomes within their reach. It becomes achieveable.

Pete

P.S. – If you want to find out what Fleur and I are doing this weekend then subscribe to my twitter feed here.

P.P.S. – Make sure you check out Brent Hodgsons blog here – http://www.brenthodgson.com/. He’s just started blogging again after a little break and he really does know what he’s talking about.

Over-The-Shoulder Marketing is not just about letting your prospects look over your shoulder so they develop a liking for you. It’s about creating a subconcious connection in the prospects mind that the are JUST LIKE you… It’s about making yourself appear similar to the people in your market – with some of the same struggles, joys and mundane day-to-day life. It’s ‘mirror marketing’ – allowing people to see themselves in you.

[tags] over the shoulder, over, shoulder, marketing, over the shoulder marketing, over the shoulder selling, brent hodgson, brent, hodgson, pete williams, peter williams, Robert Cialdini, Robert, Cialdini [/tags]

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    I have read a few of your posts and they are all interesting and informative…keep up the good work.

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    How’s it rolling?

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about-pete
Pete Williams is an entrepreneur, author, and marketer from Melbourne, Australia.

Before being honored “Australia’s Richard Branson” in media publications all over the continent, Pete was just 21 years old when he sold Australia’s version of Yankee Stadium, The Melbourne Cricket Ground For Under $500! Don’t believe it? You will! Check out the story in the FAQ section (it really is our most asked question).

Since then, he’s done some cool stuff like write the international smash hit ‘How to Turn Your Million-Dollar Idea Into a Reality’ (+ the upcoming ‘It’s Not About the Product‘) and he’s created a bunch of companies including Infiniti Telecommunications, On Hold Advertising, Simply Headsets and Preneur Group.

Lots of other people think he’s pretty good too! He’s been announced as the Global Runner-Up in the JCI Creative Young Entrepreneur Awards for 2009, the Southern Region Finalist in the Ernst & Young 2010 Entrepreneur of the Year, and a member of SmartCompany’s Top 30 Under 30.

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