I was on a call recently with a potential client, and we got pretty deep into what he was looking to accomplish. I sort of summarized the call by saying something like “We’ll sell you a website and marketing, but I know that you’re just buying phone calls.“
Most businesses don’t want to improve their website or grow their email list — they want more business! Most of them realize that things like websites and email are the tools to get them there, but that’s not their end goal.
The same is true of social media. Most businesses don’t really want to spend their name on there, they just want results. Similarly, they don’t care about our opinions how silly some of those places might be, as long as they bring results.
In a recent podcast episode, Gary Vaynerchuk said it very well with:
“Unfortunately many people here deploy their human opinion. Their feelings about TikTok or Facebook or that their kids are on it too long. The consumer you’re trying to reach to sell your service to is really not super interested on your hot take of what 13-year-olds are doing on TikTok. They’re not super intrigued by how much you like or dislike Facebook. They just live their life, see things, and spend their money.“
You might think that Facebook is for old people and that TikTok is only full of kids dancing around, and you’re welcome to have those opinions. You might be right!
However, if you want to grow your business it’s important to get past those opinions, ignore the hot takes, and put your effort where it’ll make the most impact on your bottom line.
