How Discussion Forums Bring in Business
| Category: Selling Techniques | Date: 2001-07-13 |
Conservatively estimated, I will have earned more than $60,000 this year through one form of marketing that I enjoy so much, I would do it without any monetary reward. My outlay to bring in that business: $0. All I spent was time and energy. I've seen this activity produce similar results for many other consultants, marketing directors and entrepreneurs. I'm speaking of participation in online discussion forums.
Online discussion groups predate the World Wide Web, and they are as popular as ever with active Internet users, although they now exist in several new as well as traditional formats. Imagine a cork board on which one person posts an opinion. Another person comes by and responds to that opinion. Two more add their thoughts to the discussion, and one posts a new set of perspectives on a different topic. Soon, the cork board fills and the oldest messages fall off to make room for the newer ones.
In rough outline, that's how online discussion groups function. They exist on every imaginable specialty topic -- doing business in Ireland, writing romance novels, underwater photography, investing in biotechnology -- and come in two main varieties. Some, usually called a forum, require participants to go to a place -- a Web site, a section on one of the online services, a group on Usenet (a pre-Web segment of the Internet) -- where the most recent postings are available to browse and read. Others, called discussion lists or simply lists, deliver the messages to subscribers by e-mail. The better lists are moderated, to keep the relevance and quality of postings high.
Now, how could expressing opinions predictably lead to business? Understand that these discussion forums and lists focus on relatively specific topic areas and attract participants who are passionate and knowledgeable about that subject. Although the atmosphere is collegial and non-commercial, almost everywhere, those who participate are allowed three to six lines of identifying information, including phone number, email address, Web site and so on. This promotional information, in conjunction with insightful comments in the messages, inspires lucrative private contacts.
In addition, reporters who cover that beat subscribe to discover in-the-trenches stories and people to interview. Editors and radio/TV producers often subscribe as well to keep their fingers on the pulse of what's happening. You could find yourself in the news as a result of sharing ideas and experiences in these venues.
Let's look at how this works in practice. "Scuba-L" is a list for experienced scuba divers. Kenny Kelson from Philadelphia posts a note saying that he is thinking of going diving in the Florida Keys in early October and wants to know if that is considered past hurricane season. An answer comes from Linda Hertzenfeld, who owns a dive shop in Key West and not only answers Kenny's question but also discusses the effect of hurricanes on underwater sea conditions.
As a result of just this one exchange, four list members who did not contribute to the general discussion send private email messages to Linda asking about her shop's services and diving in South Florida, since they too were planning trips to her area. Two of the four become clients, including one who brings along seven friends to the Keys with him.
How does one find appropriate forums and lists relevant to one's business interests? Use these directories, none of them complete, as starting points:
http://www.deja.com/usenet
http://www.tile.net/lists
http://www.liszt.com
http://www.forumone.com
In addition, excellent forums form part of the offerings of CompuServe and America Online, as well as at the corresponding Web sites for print magazines. Once you locate one useful forum or list, you can conveniently ask participants to recommend others they like.
Online discussions are fraught with pitfalls, however, so study these do's and don'ts before you jump in and make a fool of yourself.
DO's:
* Do post questions that allow you to describe what you do. For instance, Linda Hertzenfeld might say she's trying to publicize upcoming trips, and does anyone know where to find a list of dive clubs in the Northeast? Note that while barefaced selling is not allowed, here the promotional information is shared en route to a plausible -- and preferably genuine -- question.
* Do answer questions you are qualified to address. Remember that if you don't know what you're talking about, someone is bound to show you up, so do be sure of your facts before offering answers.
* Do keep a constructive tone. Sarcasm, irony and outright personal attacks will do you more harm than good in this medium. Matter-of-fact helpfulness makes people want to do business with you. Even if someone insults you publicly, do not respond in kind.
* Do choose an informative header when starting a new discussion. Vague topic headings like "A question" don't attract readers the way a more specific header like "Press packet contents?" would.
* Do stay focused on the topic at hand. Participants get annoyed when they select a discussion headed "Export licenses" and find comments about restaurants in Antwerp.
* Do slip in off-hand curiosity provokers. Experienced talk-show guests are masters of casual insertions, like "As I discuss in the introduction to my book, Gays in the Military..." or "When we launched our first-ever 24-hour law firm..." Be careful not to overdo it -- a little usually has a noticeable effect, while a lot can come across like bragging.
* Do keep your comments brief. Everyone is busy, and long stories are difficult to digest from a computer screen. A rambling style with lots of digressions doesn't make as positive an impression as to-the-point writing.
* Do check frequently for responses. Some people interested in what you said will reply privately, while others will post a public reply. When you don't show up again to continue the discussion, you look like what some call a "carpet-bomber."
* Do craft a "signature file" of three to six lines that spotlights your business and encourages people to check out your Web site or get in touch. Here's an effective one, for instance, from a regular contributor to the ClickZ Forum:
---------------------------------------------------------
Derek Scruggs, 303-381-7127
Permission Advocate
MessageMedia, Inc.
Learn "The 10 Rules of Permission-based E-mail Marketing"
Send a blank e-mail to ten_rules@messagemedia.com
---------------------------------------------------------
DON'Ts:
* Don't write in all capital letters. It's considered shouting, and rude, online.
* Don't contribute anything that might be construed as a blatant sales pitch. These are either outright forbidden or looked down on in most online discussion arenas. Indirect selling is the order of the day instead.
* Don't get involved in unwinnable, off-topic or highly charged arguments. Even if you love to debate, this runs the risk of alienating people who disagree with your stand and who might otherwise be interested in doing business with you.
* Don't use self-congratulatory or advertising-hype adjectives. Self-serving exaggerations, empty boasts and unsubstantiated superlatives don't do you any good in these discusions. Avoid words like "amazing," "fabulous," "breakthrough," "unique," and the like.
* Don't mention fees or prices unless asked. If someone's question involves cost, you're allowed to mentioned cost in your reply. But if you mention money amounts otherwise, it comes across as selling, which is not the direct purpose of these groups.
* Don't use abbreviations that have become fashionable online. Some people write "ROTFL" in place of "rolling on the floor laughing" and "IMHO" instead of "in my humble opinion." These imply an exclusionary rather than inclusive demeanor for those who use them. Why alienate people who are new to online communication?
* Don't say anything online that you wouldn't feel comfortable becoming public. Sometimes people get carried away by a clubby atmosphere and forget that something negative they write might be seen by people who would get angry about what you said, and even retaliate. If you would not say it on national radio, don't say it on Scuba-L, either.
* Don't expect instant results. Although Linda Hertzenfeld harvested business her very first time, sometimes the results occur only with steady and repeated participation. If you're among the right group of people, stick it out.
Participating in online discussion groups isn't for everyone. If you find writing a chore, don't express your thoughts clearly or have personality quirks that rub people the wrong way, other methods of marketing may yield better results for you. But if you enjoy exchanging ideas, like helping people who have questions and write moderately well, you may find forums and discussion lists a fun, fulfilling way to attract clients and customers.
Copyright 2000 Marcia Yudkin. All rights reserved.
About the Author
Boston-based publicity and marketing consultant Marcia Yudkin is the author of ten books, including Internet Marketing for Less Than $500/Year (Maximum Press). Her clients include business owners, professionals and associations around the world in search of creative, cost-effective ways to increase visibility and encourage repeat business. Read lots more of her articles on effective marketing at http://www.yudkin.com/marketing.htm.
:To contact see details below.
marcia@yudkin.com
http://www.yudkin.com
Online discussion groups predate the World Wide Web, and they are as popular as ever with active Internet users, although they now exist in several new as well as traditional formats. Imagine a cork board on which one person posts an opinion. Another person comes by and responds to that opinion. Two more add their thoughts to the discussion, and one posts a new set of perspectives on a different topic. Soon, the cork board fills and the oldest messages fall off to make room for the newer ones.
In rough outline, that's how online discussion groups function. They exist on every imaginable specialty topic -- doing business in Ireland, writing romance novels, underwater photography, investing in biotechnology -- and come in two main varieties. Some, usually called a forum, require participants to go to a place -- a Web site, a section on one of the online services, a group on Usenet (a pre-Web segment of the Internet) -- where the most recent postings are available to browse and read. Others, called discussion lists or simply lists, deliver the messages to subscribers by e-mail. The better lists are moderated, to keep the relevance and quality of postings high.
Now, how could expressing opinions predictably lead to business? Understand that these discussion forums and lists focus on relatively specific topic areas and attract participants who are passionate and knowledgeable about that subject. Although the atmosphere is collegial and non-commercial, almost everywhere, those who participate are allowed three to six lines of identifying information, including phone number, email address, Web site and so on. This promotional information, in conjunction with insightful comments in the messages, inspires lucrative private contacts.
In addition, reporters who cover that beat subscribe to discover in-the-trenches stories and people to interview. Editors and radio/TV producers often subscribe as well to keep their fingers on the pulse of what's happening. You could find yourself in the news as a result of sharing ideas and experiences in these venues.
Let's look at how this works in practice. "Scuba-L" is a list for experienced scuba divers. Kenny Kelson from Philadelphia posts a note saying that he is thinking of going diving in the Florida Keys in early October and wants to know if that is considered past hurricane season. An answer comes from Linda Hertzenfeld, who owns a dive shop in Key West and not only answers Kenny's question but also discusses the effect of hurricanes on underwater sea conditions.
As a result of just this one exchange, four list members who did not contribute to the general discussion send private email messages to Linda asking about her shop's services and diving in South Florida, since they too were planning trips to her area. Two of the four become clients, including one who brings along seven friends to the Keys with him.
How does one find appropriate forums and lists relevant to one's business interests? Use these directories, none of them complete, as starting points:
http://www.deja.com/usenet
http://www.tile.net/lists
http://www.liszt.com
http://www.forumone.com
In addition, excellent forums form part of the offerings of CompuServe and America Online, as well as at the corresponding Web sites for print magazines. Once you locate one useful forum or list, you can conveniently ask participants to recommend others they like.
Online discussions are fraught with pitfalls, however, so study these do's and don'ts before you jump in and make a fool of yourself.
DO's:
* Do post questions that allow you to describe what you do. For instance, Linda Hertzenfeld might say she's trying to publicize upcoming trips, and does anyone know where to find a list of dive clubs in the Northeast? Note that while barefaced selling is not allowed, here the promotional information is shared en route to a plausible -- and preferably genuine -- question.
* Do answer questions you are qualified to address. Remember that if you don't know what you're talking about, someone is bound to show you up, so do be sure of your facts before offering answers.
* Do keep a constructive tone. Sarcasm, irony and outright personal attacks will do you more harm than good in this medium. Matter-of-fact helpfulness makes people want to do business with you. Even if someone insults you publicly, do not respond in kind.
* Do choose an informative header when starting a new discussion. Vague topic headings like "A question" don't attract readers the way a more specific header like "Press packet contents?" would.
* Do stay focused on the topic at hand. Participants get annoyed when they select a discussion headed "Export licenses" and find comments about restaurants in Antwerp.
* Do slip in off-hand curiosity provokers. Experienced talk-show guests are masters of casual insertions, like "As I discuss in the introduction to my book, Gays in the Military..." or "When we launched our first-ever 24-hour law firm..." Be careful not to overdo it -- a little usually has a noticeable effect, while a lot can come across like bragging.
* Do keep your comments brief. Everyone is busy, and long stories are difficult to digest from a computer screen. A rambling style with lots of digressions doesn't make as positive an impression as to-the-point writing.
* Do check frequently for responses. Some people interested in what you said will reply privately, while others will post a public reply. When you don't show up again to continue the discussion, you look like what some call a "carpet-bomber."
* Do craft a "signature file" of three to six lines that spotlights your business and encourages people to check out your Web site or get in touch. Here's an effective one, for instance, from a regular contributor to the ClickZ Forum:
---------------------------------------------------------
Derek Scruggs, 303-381-7127
Permission Advocate
MessageMedia, Inc.
Learn "The 10 Rules of Permission-based E-mail Marketing"
Send a blank e-mail to ten_rules@messagemedia.com
---------------------------------------------------------
DON'Ts:
* Don't write in all capital letters. It's considered shouting, and rude, online.
* Don't contribute anything that might be construed as a blatant sales pitch. These are either outright forbidden or looked down on in most online discussion arenas. Indirect selling is the order of the day instead.
* Don't get involved in unwinnable, off-topic or highly charged arguments. Even if you love to debate, this runs the risk of alienating people who disagree with your stand and who might otherwise be interested in doing business with you.
* Don't use self-congratulatory or advertising-hype adjectives. Self-serving exaggerations, empty boasts and unsubstantiated superlatives don't do you any good in these discusions. Avoid words like "amazing," "fabulous," "breakthrough," "unique," and the like.
* Don't mention fees or prices unless asked. If someone's question involves cost, you're allowed to mentioned cost in your reply. But if you mention money amounts otherwise, it comes across as selling, which is not the direct purpose of these groups.
* Don't use abbreviations that have become fashionable online. Some people write "ROTFL" in place of "rolling on the floor laughing" and "IMHO" instead of "in my humble opinion." These imply an exclusionary rather than inclusive demeanor for those who use them. Why alienate people who are new to online communication?
* Don't say anything online that you wouldn't feel comfortable becoming public. Sometimes people get carried away by a clubby atmosphere and forget that something negative they write might be seen by people who would get angry about what you said, and even retaliate. If you would not say it on national radio, don't say it on Scuba-L, either.
* Don't expect instant results. Although Linda Hertzenfeld harvested business her very first time, sometimes the results occur only with steady and repeated participation. If you're among the right group of people, stick it out.
Participating in online discussion groups isn't for everyone. If you find writing a chore, don't express your thoughts clearly or have personality quirks that rub people the wrong way, other methods of marketing may yield better results for you. But if you enjoy exchanging ideas, like helping people who have questions and write moderately well, you may find forums and discussion lists a fun, fulfilling way to attract clients and customers.
Copyright 2000 Marcia Yudkin. All rights reserved.
About the Author
Boston-based publicity and marketing consultant Marcia Yudkin is the author of ten books, including Internet Marketing for Less Than $500/Year (Maximum Press). Her clients include business owners, professionals and associations around the world in search of creative, cost-effective ways to increase visibility and encourage repeat business. Read lots more of her articles on effective marketing at http://www.yudkin.com/marketing.htm.
:To contact see details below.
marcia@yudkin.com
http://www.yudkin.com
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