Recently, I wrote a post extolling the virtues of my favorite independent masseur. I did this because I love connecting MadeByMark.com readers with real local people who offer excellent services at a great value.
Within 24 hours, one of those McMassage joints posted a comment: "Your readers should come to us! We offer great massages for JUST $35.00! We're located right next to this Publix grocery store in this strip mall! In addition, we offer FREE aromatherapy and FREE hot stones! We're open 7 DAYS and we WELCOME FREE WALKINS! Call us today!"
In other words, they posted an ad.
And not just an ad … an obnoxious one, complete with ALL CAPS SHOUTING and all the personality of a t.v. ad for used cars. Leaving that kind of comment is the online equivalent of kicking in the door of someone's home, barging in on the conversation, and screaming "WE WELCOME FREE WALKINS!" at the assembled guests.
There are some great ways to promote yourself online. This isn't one of them.
Look: the Internet gives businesses the remarkable opportunity to connect on a very personal level with millions of people. But in order to really do that — in order to make a connection that *feels* personal and genuine — you've got to *be* personal and genuine.
That means you have stick around somewhere — a blog, a discussion group — long enough to learn the rules of the community before speaking up. That means talking in a human voice, like a real person — instead of SHOUTING. That means (instead of being self-serving) you have to really, sincerely have something to offer the people who gather in that online space … something you know they'll value, because you've taken the time to get to know them.
If you don't have the time or inclination to do those things, you shouldn't be marketing your business online.
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