“Over 4 Billion served”, the billboard says. “60 People die from this disease every hour.” “Millions of people have this heart condition and will live shorter lives.” What do these quotes all have in common? Numbers.
Marketing strategies for businesses, non-profit organizations, and even blogs often try to use numbers to sell their services and products.
For instance, we often go to a new blog a see how many subscribers they have or comments. If they have a lot we give them some authority and believe they must be experts at what they do. We are being lazy and telling ourselves if others find them useful then they must be.
This common judgment of authority and expertise seems logical enough to both consumers and sellers of products and goods. But does the use of numbers (most importantly large numbers) really persuade the average consumer to buy? Think about yourself. When you see a blogger promoting a product with a large subscription base, are you more likely to buy?
I will tell you that market research says you are. The concept of social proof means that you are willing to trust others with deciding whether or not you should trust this new blog or business. What you are saying internally then is, “if so many others are trusting them then I cannot go wrong!” From a consumer’s view this makes sense. So companies and business have been using these marketing strategies for years.
It’s Not About the Numbers
I just told you using numbers works, but if you are confused by my sub-heading, “it’s not about the numbers” don’t worry. You see although using your numbers based authority does increase sales for the average business or organization it is not the best way to increase your marketing.
The best practical strategy by businesses and by good bloggers is personalization. If you remember the quotes I used at the top of the post one of them was something like this.. “Thousands of people in Africa die every day from Aids, you can help.” The quote uses numbers and is particularly alarming.
But does it get you out of your seat to do something about it?
In most cases I would say “NO”. You see numbers become less and less valuable as they become larger. Think of politics and the discussion of national debt or spending. When people talk about a trillion dollars it no longer means anything. Numbers that large become impersonal and unimaginable. We as humans can’t really even think about that much money.
The same goes with products sold. Although sales increase with social proof like large numbers of products sold, the best way to make more sales is through personalization.
Marketing Personalization
Personalization is the connection between social proof and authority or expertise and individuals. To market personally you touch each potential buyer as an individual. Think about how much more effective an ad campaign for a non-profit organization would be if instead of saying “Thousands of Africans die from AIDS each day” they said, “Timothy has AIDS (show picture), he might die today. What will you do to help him?”
Studies show that personalizing your marketing makes all the difference. For bloggers this translates into personalizing the launch of a contest, product, service, or other income source for maximum results. I would even add your blog should be personalized.
Think about putting together a wonderful ebook. You spent months planning and writing it all out. Then you added images and formatting and after lots of time and effort you are ready to sell it. So you put together a sales page and launch your ebook. What happens?
Well if your ebook really is good quality then some people will buy it. You could start putting up the numbers to encourage some people, but you will maximize your sales if you make it personal. To do this I would focus on 2 major elements.
Personalizing Your Sales Page
First I would focus on where your potential buyers will land. Is it friendly? Does it adequately answer questions and share features? After asking these basic questions I would focus on getting a few good case studies put together. I am not talking about your average testimonial but real case studies.
This means planning ahead and also giving out your product or service ahead of time to a few targeted users. By targeted I don’t just mean friends. I mean individuals who would be very similar to who you are trying to sell your product too. Then I would ask them to explain in detail what they learned and didn’t learn or benefit from your product. In the case of our ebook I would ask about what they learned and how they used it. Then if there were results coming from the use I would display them.
Now your sales page is starting to get personal. People can connect with some of these case studies and feel a different sort of expertise coming from you.
Personalizing Your Promotion
Your sales page is ready but now it is time to get your promotion personalized. The key is personal recommendations. When potential buyers connect with someone who has already bought and used a product their review is far more valuable than anything you can show or tell them. Especially if the person telling them about it is trusted and known.
Personal promotion involves more time preparing on the part of the seller but results are considerably higher when personalized promotion is prepared a head of time. Do not skip some of the valuable steps of marketing your new product just to get it launched. Instead focus on launching with a bang the first time.
For instance, Darren Rowse of Problogger recently wrote in his email newsletter about an ebook launch he had where he made over $70,000 in 9 days. The reason why he did so well was because of the time spent preparing the launch. He had personal recommendations from experts in the field of photography post about the ebook to their readers and it launched extremely well
Conclusion
Remember as you market your blog and promote your products/services to include personalized marketing. Don’t be shy of using both forms of large numbers and personalization either. This way you will grab customers from multiple markets and ensure better sales conversion on your next promotion.
31 Discussions
Although I do happen to agree with your main point, don’t you think numbers actually mean something when it applies to accurate information? The common example would be the basis of Wikipedia’s model. If 50,000 people are taking part in the writing of information, the likelihood that it’s correct and trustworthy go way up in comparison.
Sure, in a lot of examples, it really depends on the amount of effort made by those who partake in being part of the “number”. It doesn’t say much if the barrier of participation is minimal, but if people are bending over backward, shouldn’t that be an indication of something?
Jordan Cooper´s last blog ..3 Prayers to the Twitter Gods
Yea I agree, social proof is AWESOME! But the point here is, in my perception, interacting in personalized way and keeping the social proof secondary.
Eg: First we say
Timothy has AIDS (show picture), he might die today! {Personalized}
Thousands of TimothyS die from AIDS each day. {numbers + persoanlized} What will you do to help them?
That’s how I will go about it.
King Sidharth in Meditation Rocks´s last blog ..What A Drug Addict Could Teach Us About Meditation
The main point is not to stop using the “numbers” to help you, but instead to focus on adding a more personal approach to your sales.
For your example here is how I would respond… 50,000 writers is cool, but my best friend telling me about him writing on a site with 50,000 writers is amazing. I wouldn’t start writing or maybe even checking out the site until my friend told me about it and personally recommended me.
Like I said in the article, its not that using numbers is not an essential part of marketing, numbers are not the “best” way to sell!
Think about how much “more” effective a personal invitation is then thinking about the lemming approach, “Everyone else is doing it”.
Seth´s last blog ..Marketing Personalization: It’s Not About the Numbers
For Gods sake! You scared me to death –
This was really effective. Man You made your point so clear.
Since past few month, I saw 100s (oops no. again) of sales pages and product landing pages and knew that somehting was missing in there.
If your product is so awesome, why are you talking about it so much? And now I know, had they been personal and addressed to me. I’d have bought it.
I am going to review my own blogs, thanks for brilliant insight dude.
Let’s be Awesome.
I’m glad you caught the vision of what I was trying to say! Its not that numbers do not help.. its just that personalization (and numbers) go so much farther in helping your readers understand what is important and useful.
Seth´s last blog ..Marketing Personalization: It’s Not About the Numbers
I’ve been noticing a trap people fall into. To get readers, people do things that turn readers off. Long term gain is sacrificed for short term gain. You see this when people chase digg events, or as I wrote on unique blog, try to write the most tabloidy headlines possible.
I think if people focus on content first, and thinking about writing content to individuals, they will have more long term success.
Basically, you can have thousands of visitors a day, but if no one is enjoying your content, and you haven’t built a community, you have nothing.
You are right about having lots of content and it not mattering if your readers don’t like it!
I try and write content for either someone in particular or at least so that each blogger can hopefully internalize it. I want each reader to think and feel that I wrote this for them.. sometimes I have
Seth´s last blog ..Marketing Personalization: It’s Not About the Numbers
I have to admit I do get caught up in the numbers game at time. “Hey, this dude has 34,000 followers, his stuff must be worthwhile.” More often than not those numbers do not translate into anything of much value, at least, in certain areas.
There are times when the numbers should be ignored and others where they are of the utmost importance (62 million people received the vaccination and only 5 burst into flames).
Making your offering or site personal is of the utmost importance, especially if you want participation from others.
Chad´s last blog ..Protect Your Computer From Viruses, For Free
I like that you remind us there are times numbers are really important
but its true.. if you can use the numbers personally you will go much farther.
Seth´s last blog ..Marketing Personalization: It’s Not About the Numbers
Hi Seth,
You really seem to be an expert on this subject. Great that people really feel that personalization counts. In my opinion it is really important especially in the web, because connection and persuation is not that easy.
Thanks for the post mate
Blog Handbook´s last blog ..Should I have Dofollow or Nofollow Blog Comments
Your welcome for the post. I think having a personalized experience is what makes blogging so much better than just scanning through a normal “website”.
Seth´s last blog ..Marketing Personalization: It’s Not About the Numbers
I think you’re right. Numbers can be shocking but they often go over our heads, and rarely go into our hearts.
Right the shock factor might get you to take a look but the personalization makes you buy.
Seth´s last blog ..How to Start a Killer Blogging Contest
A lot of what you’re saying is very true, numbers don’t mean everything. Letting your visitors know they’re special and each one means something valuable to you and your product is what gets good reviews and keeps newcomers interested.
Right! Each person that comes to your blog is a fantastic contributor. Think about the fact that each person you get to come back regularly can turn into hundreds of visits per year!
Seth´s last blog ..How to Start a Killer Blogging Contest
for newbie like me number is almost a God because every single day since the sun shine I usually check my blog stat, How many people visit my blog last nigh? is there any RSS suscriber added?
Is my alexa rank grow?
is confusing for me, but your post give an inspiration and motivation. thanks
ysfirdaus´s last blog ..30 Sources to Find Ideas for Posts
A very well thought out and written article man! Indeed, numbers give facts, personalisation gives meaning. People need both to be persuaded to act on something.
Bjorn @ iCan’t Internet´s last blog ..Increase your Alexa Rank
I like that you included both.. because it is the best marketing strategy.
Seth´s last blog ..How to Start a Killer Blogging Contest
I’d say I am the proof of social proof. I am more likely to buy when the numbers are thrown in as I find it more convincing but I do agree with the personalized marketing that Seth talks about.
It’s easier to convince when you make it personal by bringing it closer, home. The ad would sound more like it’s talking to me and less like stats that we’ve seen all over.
I’m going to try and incorporate this into my future marketing plans. Thanks Seth.
David Walker´s last blog ..Live Webinar – Thursday 10 December 5pm EST
I think you use the numbers to build social proof and prove to potential buyers it is worth a look and then personalize it to get them to see how its useful to them.
Seth´s last blog ..How to Start a Killer Blogging Contest
Well said.
David Walker´s last blog ..Live Webinar – Thursday 10 December 5pm EST
Though I am not so good at marketing and sales, I can see the good points here. Good article, Seth.
Senthil Ramesh´s last blog ..Google Introduces Real Time Search In SERP
One on one marketing has always been a strategy that’s worked. From a blogger’s perspective, making that connection is even more critical than ever since there’s so much media competing for every visitors’ precious time.
Gabe | freebloghelp.com´s last blog ..The secret ingredient for reaching goals
Exactly Gabe – with so many others trying to do the same thing, blogging requires a personal approach.
Seth´s last blog ..How to Start a Killer Blogging Contest
I rarely purchase anything online or off without at least one persoanl recommendation from someone I truest.
The problem with the net today is, most sales page recommendations are as fake as grandmas teeth. The longer you’re on, the more often you will see the same names and faces smackin each other on the back over a product they never even saw (most of the time).
Dennis Edell´s last blog ..Blogging Halted Here – Don’t Despair, This Is A Good Thing!
I agree with you Dennis that there are so many fake testimonials out there and that is why the typical “sales page” does not always work. Marketing comes from constant connections from a brand that is hopefully personal and socially legitimate.
Seth´s last blog ..How to Start a Killer Blogging Contest
Seth,
Fantastic post! do agree that marketers do have a tendency to get trapped into playing the numbers game and social proof is very important. However, I don’t believe numbers should be completely disregarded. Yes, you should always personalize your message, but you do need to somehow measure how effective your message is in reaching your target market. Otherwise, you will not know how many people are hearing and receiving your message, adjustments need to be made, etc.
Your article is really important to me.I am recently doing marketing and this article is really essential to me.Your have mentioned so many good things about sales/marketing.I am sure that now i will be a good marketer by following all your instructions.Thanks SETH for sharing nice blog.
albuquerque web design´s last blog ..Golf in the Sleep Kingdom
Personalization, properly implemented, brings focus to your message and delivers an experience that is visitor-oriented, quick to inform, and relevant. Personalization, poorly implemented, complicates the user experience and orphans content.
Be yourself. Be completely self express. If a green pants with a technicolor shirt is your thing then you will attract the people you are suppose to attract. Be who you are deep inside and let that show in your blog
ppo´s last blog ..PPO Insurance and Plans and deductibles
Hi there – I looked over your blog and it looks really good. Do you ever do link exchanges on your blog roll? If you do, I?d like to exchange links with you.
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