Your Tweets Should Be Like Baking Waffle-Cones
When young Dave Caolo was first striking out in the world, he earned a living scooping ice cream at Ben & Jerry’s. One of the features of a Ben & Jerry’s store is fresh waffle-cones.
“Every morning while the waffle cones baked,” says Caolo, “the manager would have us prop the front door open. That baking smell wafted for blocks. People would come in going, ‘What is that? I MUST have one!’”
That is what your Tweets need to do for your business.
There is no more devastatingly boring read than a Twitter feed that sells. It’s like getting a subscription to magazine advertisements.
Your feed should not sell, it should waft.
So how do you make a Twitter feed waft?
First, by remembering the golden rule that people are not reading your material to help you, they are reading it to help themselves. So a feed that is about selling your product becomes burdensome — the reader feels guilty for not buying, and irritated at the demand on her time.
She severs the relationship.
But a feed that gives the reader something is appealing, and draws the reader to you and your business.
Let’s go back to our old favorite, the Chinese restaurant.
“Check out our specials! http://tinyurl.com/y9bhxg6 come in for lunch today!” pops up in your Twitter feed. Followed by, “Don’t forget, buffet for only $6 every single day!!” and then, “Book your lunch meeting here — free soft drink and dessert with every buffet plate!!”
The Tweets are burdensome, they provide tired information, and do not draw you to the restaurant.
But when the feed becomes about giving the reader something – information, a taste, a window into a place she might like to visit – it becomes interesting.
“Just brought in a load of fresh lobsters,” goes the Twitter feed. “Am working on a ginger sauce. Needs a hit of orange and garlic, I think. Will be serving tonight, $11.99.”
That Tweet literally wafts, which is easy when there’s food involved.
How about when it’s a management consultant?
“Tip of the day: Conflict resolution meetings should happen in the afternoon. The opposing parties can go home and cool off and start fresh in the morning.”
A stationary store:
“Remember: if you want to order personalized holiday cards this is the week to start.”
A salon:
“Michelle Williams went ultra-short and it’s gorgeous! Feeling brave? We can do it for you!”
An office furniture maintenance service:
“Jeff has perfected a new scratch removal method we tried out on a job today. Client was blown away. 5 years of hard wear, looks good as new.”
People subscribe to your feed because they have a need or interest in your business. Make your Twitter feed a service, a tight burst of information that demonstrates your capabilities, reminds your clients why they need you, and draws people to you.
Great points here. And important to remember not to ONLY talk about your own business. Share tips and information and links that are related to your industry but don’t necessarily mention your business at all.
An example of a Twitter stream that wafts but gets annoying: @mashable. They share valuable information, but ALWAYS link back to their own site. I stopped clicking on their links because I felt manipulated and tired of always getting a one-sided opinion. They should link to other influential and trusted blogs/sites more often.
Great post, thanks!
Analisa — Another great point by you. A great professional recognizes other professionals and shares information from throughout her industry. You have to be very careful how many times you ask someone to click back to your site. It’s as bad as selling.
Far more compelling to provide something interesting to your reader that makes her know you are good at what you do so that when she needs something in your field, you’re the one she goes to.
Great article, and very educational for someone like myself. I am promoting a political candidate, and I have been thinking more on what could help him versus how he could help others. You are never too old to learn something new. Thanks.