I’ll be honest. I thought so, too, at first. Because we’ve all been taught for the warning bells to go off when there’s even a hint of asking someone to buy or join, right?
But then I thought about it some more and I realized how wrong I was. And Gary Vaynerchuck, my favorite Internet celebrity, showed me why.
We don’t pay attention to advertisements. If you have Tivo, you fast forward through commercials. And everyone is too busy texting while they’re driving to notice billboards.
As a small business owner, it’s the question I struggle with daily. How on earth do I get my services/product in front of people that will want to buy it? And even better, how do I get them to talk about it?
Gary Vaynerchuk says that in today’s world you have to start selling to people one-on-one. The mass platforms (television, newspapers, magazines) are dying a slow death.
What I love is that Dr. Rodan and Dr. Fields saw the same thing.
Their product was in all of the high end stores. Not only did it have shelf space it was also a top seller. But after the success of Proactiv the doctors had to wonder why their anti-age and sun damage regimes weren’t household names yet. So they started asking questions and they found out that Estee Lauder (the company they partnered with to get into the department stores, read the 2003 press release here) wasn’t responsible for their sales. Women using their products and telling their girlfriends was responsible for their success.
Rodan+Fields tested the direct sales waters and discussed making the switch with Estee Lauder by its side. Unfortunately, Estee Lauder knew it wasn’t the right organization for the direct sales aspect and sold the rights back to R+F (while keeping a vested interest because they knew the money was coming). So they restructured the companies to pay the people who were really selling the products: you, the consumer.
Not only that, they pay tons better than trying to get your foot in the mommyblogger door, which is another post for another day.
Products aren’t sold with commercials or celebrity endorsements. Gary Vaynerchuk sees it. The doctors saw it. And I see it too.
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