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What Makes People Buy: Sidevertising

December 21, 2010 15 Comments

You approach the most beautiful girl at a party and you say..

Hi, my name is insert_you_name_here and I am amazing in bed. You should definitely date me.

Eight seconds later you’re walking away with the tail between your legs and your head distinctly ringing from being slapped upside it.

He should have read this article.

How come your approach didn’t work?

You went in claiming something about yourself that can’t be confirmed (amazing in bed) until it’s too late AND you focused on what YOU want (date me).

What’s missing?

Sidevertising!!!

Or to put it another way; Trust and Rapport.

What’s missing is a reliable account of the fact that you ARE amazing in bed. Also, there needs to be a shift in focus from the “you” that is “I”, to the other party.

The “amazing in bed” spiel would be lot more effective if it came from someone else. Someone who is known and trusted by the target.

Someone who would approach the target from the side and whisper (advertise) few interesting factoids about your carnal prowess.

And the “date me” part of your pick-up-line would have gone over much better if the proposal included something your target was actually interested in.

So, are you Advertising or are you Sidevertising?

Bear in mind that almost everyone is Advertising and almost everyone else is proclaiming it as loud as they can that THEY are the best in bed.

Girl, you're not going to believe this but he....

Interesting enough, as loud as those voices are, the whisper that comes from a trusted third party cuts through all that noise every time.

So stop Advertising your business. Instead. SIDEVERTISE!!!

You know who’s really good at Sidvertising? Google.

Google makes all it’s money through Sidevertising. They are giving away something valuable, something that their date wants and needs (the most powerful search engine on the Interwebs) and they make their money through ad sales. Plus, how many of your friends have whispered to you about google’s sexual prowess? (or in google’s case, their amazing search abilities).

What’s your business? Leave a comment. Let’s have a virtual pow wow and figure out how we can have you Sidvertising.

Other posts in this series:

What Makes People Buy: Identification

Fear: It’s Whats for Dinner

What Makes People Buy: Trust

What Makes People Buy: Benefit of the Benefit

What Makes People Buy: Your Father’s Genes

I recommend these books for further research.

(Amazon Affiliate Links)

Cashvertising by Drew Eric Whitman is quick, easy, jam packed with great info.

The Culture Code by Clotaire Rapaille is in depth, well researched, head and shoulders above the other books in the similar vain.

Buyology by Martin Lindstrom Like the story of Goldilocks, this one is neither too quick nor too in depth but it’s just right for anyone who wants to have a really practical understanding of what motivates buyers. It rounds out the set nicely.

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  • http://igirl.posterous.com/ Chris Loyd

    BRILLIANT!!! Great point made exceptionally well, as usual. Dino, you are becoming predictably great :)

    • http://diyblogger.com/ Dino Dogan

      I love my hard core fans. Both of them :-)

  • http://twitter.com/jaennutter Julie Nutter

    OMG. *falls over laughing* I know that it has little to do with the actual point, but someone totally tried that pick up line with me once. Though, to be 100% fair to him, sidevertising would not have worked either, because as I told him, I really don’t care.
    Gotta sell a product someone’s interested in, after all ;] (Someday, someone will walk up to me and say something like, “Damn. Look at the brain on that girl…”rolflmao. And that guy will have my attention…till then…)

    Okay, tangent aside….
    That kind of straightforward advertising not only doesn’t work, but is also quite offensive.
    Sadly, I’m not talking just about the propositioning.
    If I tried to sell dog classes that way…. I’d be in BIG trouble. And then some.
    Come to think of it (yay, brain is JUMP STARTED!) we get most of our clients through sidevertising… vets hand out our pamphlets and a lot of reactive cases our way. That sort of thing. And our clients tell their friends, etc etc. How cool. I’ve always loved using that method, but never really thought about it like this… Hmm… Maybe since I now have a better idea about it, I can use it even better. ;] =D

    Great article, anyway….even if I did have to read it twice because I was too busy laughing my ass off the first time.

    • http://diyblogger.com/ Dino Dogan

      Im so glad you’re finding so much value in these. Small biz owners of all kinds are exactly my target audience and dog training biz is no exception. Also, what? I make you laugh? Im a clown? I amuse you? (read in your best Joe Pesci voice lol)

      • http://twitter.com/jaennutter Julie Nutter

        lmao. and yeah, you do. and clowns scare me. unfortunately, if someone said that to me in all seriousness, i’d probably laugh. joe pesci included. o_o

        • http://diyblogger.com/ Dino Dogan

          Clowns. Scary or not? Cast your vote.

  • http://www.inspiredwish.com Jeanie

    This topic is interesting. I make and sell original handmade jewellery pieces. I see a lot of other crafers put photo after photo posts on facebook of what they’ve just listed or created. And the crowd eats it up!! They are advertising themselves in a way I think is too direct. On the flip side I’ve seen others promote fellow crafers with features and interviews etc. They in return make themselves a popular spot to drop by to see what’s new. It’s the second route that I’m taking because I think it has more merit and will sustain an audience for longer. It’s also a cheats way of adding an extra post to my blog each week without much work.

    • http://diyblogger.net/about Dino Dogan

      I love the idea of doing interviews…some of my most popular posts are interviews with other bloggers. They get a ton of traffic and its a really easy post to do so I think we’re on to something you and I :-)

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  • Anonymous

    Just bought Buyology! :-)

    Even SEO is sidevertising coz you’re using the words people type in search engines to find content/products. You’re talking to the ones that are already interested and actively searching for it.

    Especially in the social media era. Is there any big blog that advertises? Not really. It’s all sidevertising, word of mouth (links).

    I sell mountain bike shirts – that’s my business. And I send each new design to my list.

    • http://diyblogger.net/about Dino Dogan

      Youre absolutely correct…plus, google rank itself is a kind of sidevertising…top ranking results are google’s way of whispering into your ear that these sites are A OK.

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  • http://www.iwillescape.com Richard

    I love this post! It’s very true and helped me rethink some of our copy. Any tips for a company that sells world-class bath products to say it in a sidevertizing way?

    • http://diyblogger.net/about Dino Dogan

      Absolutely. Take a bunch of your products and give it to mommy bloggers. Triberr can facilitate the connection. Let mommy bloggers start a word of mouth campaign on your behalf.

      That’s off the top of my head