My son, Sebastian, is 14.
In the Summer, when there's no school he's always doing little jobs for neighbors to gather some money.
His plan is to buy a bodyboard table.
By cutting grass and helping people he searchs for resources to pursue his goal.
But my son's excellent on selling "Churros".
For those who aren't Argentine, churros are a kind of long, thin fried cakes, very popular in Argentina, and are usually sold in the street, as street vending.
Of all churros' vendors working for the local manufacturer, Sebastian is the most popular.
In a couple of hours he sells more than what for other sellers it would take four or five hours of very hard work.
The other day we were in the beach, and sellers passed by offering "warm churros!".
Those poor sellers weren't really lucky and they were seen coming and going with their huge baskets, again and again.
That's when Sebastian told me the secret of his success, and made me understand why some people have better sales performances than others.
"Do you see, Mom?" He said.
"They don't sell anything because they pass by shouting.
You have to approach every customer and ask, 'Churros, Sir? " At first they hesitate and ask 'How much do they cost?'.
Then they ask for a discount, they bargain and ponder over the matter, but almost everybody ends buying.
Thus, in this simple way, Sebastian explained the cause of personalized marketing's success.
In general, Marketing's not just online, and actions by all channels have been changing.
The basic advertising premise message had always been massiveness.
As more inclusive the audience to whom advertisement is targeted to, the better, regardless of how small target site-specific or product is.
And the super tool that has power to segment the message until it is almost customized is called social network.
The combination between social media and online marketing is a marriage that can only lead to success.
But like any other marriage, one must work hard on a daily basis, to reach success.
Many webmasters and people responsible for sites ask themselves why their actions in social networks don't have success as expected.
The answer is that what you do in social media, are not acts of marketing.
They are, really, but they don't have to look as if they were.
It is not about misleading customers and contacts, not at all.
It's about being present, to relate, and primarily to listen.
Here's where the comparison to a marriage is also useful to explain the mechanics.
The greatest skill, which we will be what lead us straight to success in social media, is the ability to listen.
Before selling, listen.
Before suggesting, listen.
Prior to promote, listen.
In the Summer, when there's no school he's always doing little jobs for neighbors to gather some money.
His plan is to buy a bodyboard table.
By cutting grass and helping people he searchs for resources to pursue his goal.
But my son's excellent on selling "Churros".
For those who aren't Argentine, churros are a kind of long, thin fried cakes, very popular in Argentina, and are usually sold in the street, as street vending.
Of all churros' vendors working for the local manufacturer, Sebastian is the most popular.
In a couple of hours he sells more than what for other sellers it would take four or five hours of very hard work.
The other day we were in the beach, and sellers passed by offering "warm churros!".
Those poor sellers weren't really lucky and they were seen coming and going with their huge baskets, again and again.
That's when Sebastian told me the secret of his success, and made me understand why some people have better sales performances than others.
"Do you see, Mom?" He said.
"They don't sell anything because they pass by shouting.
You have to approach every customer and ask, 'Churros, Sir? " At first they hesitate and ask 'How much do they cost?'.
Then they ask for a discount, they bargain and ponder over the matter, but almost everybody ends buying.
Thus, in this simple way, Sebastian explained the cause of personalized marketing's success.
In general, Marketing's not just online, and actions by all channels have been changing.
The basic advertising premise message had always been massiveness.
As more inclusive the audience to whom advertisement is targeted to, the better, regardless of how small target site-specific or product is.
And the super tool that has power to segment the message until it is almost customized is called social network.
The combination between social media and online marketing is a marriage that can only lead to success.
But like any other marriage, one must work hard on a daily basis, to reach success.
Many webmasters and people responsible for sites ask themselves why their actions in social networks don't have success as expected.
The answer is that what you do in social media, are not acts of marketing.
They are, really, but they don't have to look as if they were.
It is not about misleading customers and contacts, not at all.
It's about being present, to relate, and primarily to listen.
Here's where the comparison to a marriage is also useful to explain the mechanics.
The greatest skill, which we will be what lead us straight to success in social media, is the ability to listen.
Before selling, listen.
Before suggesting, listen.
Prior to promote, listen.
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