Anti-relationship marketing. The better way to go?

8 replies
Yes sir, build a relationship.

Especially if you are a blogger or a content marketer. Today in the main forum is a post about mistakes newbie content marketers make. But let's back up...

A lot of advice here is aimed at newbies, starting IM, and a lot of BUILD a blog, CREATE a list, DEVELOP relationships.

Here is a different take. Sell PRODUCTS which require no support, no interaction, no need to even know who buys it, and forget the whole build a relationship idea.

The problem with the concept is TIME. It takes time to build a relationship, and if you interact with your customers, that eats up your time too.

Nothing wrong with the idea, and it is probably necessary if you blog, have a group or Facebook group, a forum, sell content or services...

BUT, for the newbie, really a consideration of simple PRODUCT selling might be the faster, easier choice.

I don't have any relationship with ANY toilet paper mfgr, and if in need, brand nor price mean a thing.

GordonJ
#antirelationship #marketing
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  • Profile picture of the author Haris Tahic
    Yes - some business models can go without a relationship with your customer, e.g. selling UPC EAN codes. That business model can be automated, your customers already know what they're getting and that's it.

    Nevertheless, adding a pinch of good PR and customer support is what distinguishes you from the others.
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    • Profile picture of the author writeaway
      Originally Posted by Haris Tahic View Post

      Yes - some business models can go without a relationship with your customer, e.g. selling UPC EAN codes. That business model can be automated, your customers already know what they're getting and that's it.

      Nevertheless, adding a pinch of good PR and customer support is what distinguishes you from the others.
      The UPC EAN niche was definitely quite lucrative in the past - especially for bloggers in the "I'll show you how to sell on the Amazon platform" niche.
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  • Profile picture of the author jmosticc22
    You are right here, if you sell something people need/want you don't need a customer relationship but on the other hand personal relationships can build trust and loyalty. I will have to agree though, no relationship is faster and quicker to build sales.
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  • Profile picture of the author savidge4
    Originally Posted by GordonJ View Post

    Here is a different take. Sell PRODUCTS which require no support, no interaction, no need to even know who buys it, and forget the whole build a relationship idea.

    The problem with the concept is TIME. It takes time to build a relationship, and if you interact with your customers, that eats up your time too.

    Nothing wrong with the idea, and it is probably necessary if you blog, have a group or Facebook group, a forum, sell content or services...

    BUT, for the newbie, really a consideration of simple PRODUCT selling might be the faster, easier choice.
    I absolutely agree with a Caveat. You CAN sell sell sell all you want.. but along the way you had better be DEVELOPING BRAND.

    without this little step ( little lol ) you will jump jump and jump and every "new" project will be just that, "New". I think most every seasoned marketer here will agree with me when I say as much as many things remain the same.. every product in its fine details are different to sell. BRAND can buffer this a bit.

    So yes go out and sell away, but centralize your efforts to some degree. Use the same website to sell each product if you can. Use the same social accounts. create a back end overall BRAND uniformity in what you are offering. Then with each new product you are selling, you at least have some amount of traction built in from past efforts.

    Basically build what I call a "U BRAND" ( "Universal" or "You" depending on how you build your brand ) And its OK to cross niches.. cross branding is a beautiful thing actually.. but not spoken of much here. You just want to identify a segment of a demographic. if you can and stay within that.. ( Like "Mens Products" or "Womens Products" or products targeting 18 to 40 year olds.. or products aimed towards older folks. ) with every product release you will create the relationships as well as just sell the product.

    just my 2 cents.
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    • Profile picture of the author GordonJ
      Originally Posted by savidge4 View Post

      I absolutely agree with a Caveat. You CAN sell sell sell all you want.. but along the way you had better be DEVELOPING BRAND.

      without this little step ( little lol ) you will jump jump and jump and every "new" project will be just that, "New". I think most every seasoned marketer here will agree with me when I say as much as many things remain the same.. every product in its fine details are different to sell. BRAND can buffer this a bit.

      So yes go out and sell away, but centralize your efforts to some degree. Use the same website to sell each product if you can. Use the same social accounts. create a back end overall BRAND uniformity in what you are offering. Then with each new product you are selling, you at least have some amount of traction built in from past efforts.

      Basically build what I call a "U BRAND" ( "Universal" or "You" depending on how you build your brand ) And its OK to cross niches.. cross branding is a beautiful thing actually.. but not spoken of much here. You just want to identify a segment of a demographic. if you can and stay within that.. ( Like "Mens Products" or "Womens Products" or products targeting 18 to 40 year olds.. or products aimed towards older folks. ) with every product release you will create the relationships as well as just sell the product.

      just my 2 cents.
      As always, a quality 2 cents at that.

      IF you choose, one can pick a brand. In the best sub forum here, a guy like Claude can sell a variety of BRANDS, so if someone is a HOOVER person, he can offer them that.

      In old days, people were either Ford or Chevy (GM) people. Then came the imports, and all hell broke lose in the auto industry. Many dealers became multi brand dealers, with all kinds of different dealerships. Locally the SPITZER group expanded to many brands today, but started in early 1900's as FORD dealer, and became one of the biggest dealerships in USA.

      Spitzer became a brand. So, I see and agree with your point.

      But for a beginner, and to get started, one can "borrow" or represent a brand, or many of them as a vacuum store might do.

      Online would be a SHOPIFY store, specializing in a given product, OR as a distributor for a BRAND.

      I might offer EDENPURE products from my website, a well known BRAND, as an affiliate or as a distributor. The secret, if there is one, would be to personalize it.

      So, just as the Spitzer family built up a huge brand of Automotive Sales, today, their name alone assures a quality car buying experience no matter which car brand you buy.

      If you sell good products, like my original Toilet Paper example, and give good service, then YOU do become a brand. Sort of like AMAZON. Some of us are old enough to remember the start of Amazon, Facebook, eBay, etc. etc. TODAY huge brands, who wouldn't recognize that Amazon smile on every box they deliver?

      I do agree, in the long haul, my point is for the newbie who visits this forum and is overwhelmed with advice, especially the DEVELOP A RELATIONSHIP mantra a few repeat several times a day...

      and there is a different path to take. PRODUCTS which don't need a relationship to be sold. And there are a GAzillion of them out there.

      Too many Warriors want to brand themselves too soon in their IM ventures, and end up with being branded, TIME WASTERS...the forum is full of those stories, the five years of frustration, futility, failure...often while trying to build relationships.

      It turns out, all too tragically, their relationship remains with failure.

      Newbie, try selling PRODUCTS.

      GordonJ
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      • Profile picture of the author savidge4
        Originally Posted by GordonJ View Post

        As always, a quality 2 cents at that.

        IF you choose, one can pick a brand. In the best sub forum here, a guy like Claude can sell a variety of BRANDS, so if someone is a HOOVER person, he can offer them that
        What I am saying.. is CLAUDE has Branded himself. Claude IS the brand. Yes Claude can sell any shape or form of vacuum because of the years of dedication to the sales of said vacuums. He has built authority. Claude also learned that he can diversify his brand into the speaking and sales of "Sales" materials. He also has diversified his understanding of local advertising ( because he is a store owner himself ) into a high dollar Local advertising service.

        THAT is the power of brand.. and in Claudes examples it was built from the heels of his feet day in and day out over a number of YEARS. Brand is simply not built in a day.. but good or bad over time BRAND is built.

        Go around people you know and ask about home builders.. there will be some guys with "Good" Brand, and other.. well.. we already know any publicity is not always good publicity.

        All I am saying is go ahead and sell sell sell... but CENTERLIZE your online efforts. OVER TIME ( patience I know is a tough one ) you WILL develop some amount of brand, that in turn can be leveraged.
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  • Profile picture of the author Jonathan 2.0
    Interesting point. Thanks GordonJ.

    Yeah although the "Build Relationships" advice is good for many Ventures, it doesn't apply to all of them. There are many People just quietly making money without having to form loads and loads of "relationships." There's nothing wrong with that, just that it doesn't apply to everyone.
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  • I would wish always to SUMMON ... CONDENSE ... an' MANGLE.

    This means firsta all reachin' out for max info, true or false.

    Hug it all in close, whatevah.

    Next part is kinda orbitally trendsy.

    What significantly gravitational contact point rises up from outta alla this 'grabbed info' schwango which kinda differentiates ESSENTIALS from PERIPHERALS?

    Seize always on ESSENTIALS -- an' nevah be so dumb as to figure YOU GOT THERE FIRST.

    Essentials're kinda eternal that way -- least'n till we figure the Zaaahmbie Apocalypse gonna trash evry wall we got.

    Next step is ESSENTIALS MANGLED NOUVEAU.

    Cos info self-regurgitates c/o social internet stuffs ovah an' ovah rn like we ain't nevah seen.

    In a world packin' universally homogenized LIKES an' faux smoochie, prolly what evrywan could use rn are singular voices profferin' transformational wonders who don't happen also to be reactionary c*nts.

    Into the croocible of CHOOSINESS may all imponderables be cast,
    the better to max out on STYLISH BRA OPTIONS
    an' a genie iconoclast.

    Meantime, mebbe let's all hang out in the universally agreed GLOOPSWAMP, see what happens.
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    Lightin' fuses is for blowin' stuff togethah.

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