4
SUBTLE SELLING
Hey you – want to buy a book on social commerce???
Until you bought this volume the answer to that would probably have been ‘yes’ for most readers, hence the fact that you have this copy in your hand. Even so, if a shop owner or marketing email had put the question in those exact terms I’ll bet you’d have said ‘no thanks.’ You’d have backed away, probably nervously, hoping the speaker would go somewhere else, no matter how much you wanted the actual book.
This is what a lot of people do in social commerce and media and it’s how a lot of sales fall apart. They pressurize, they do the hard sell, they tell you that you can’t cope without whatever they happen to be offering and they do it with tacky marketing language.
This chapter ...
