While today’s culture embraces impromptu and effusive social sharing, for some, it can be just too direct. On occasion, even the most prolific social sharers may prefer to retain their privacy and observe from a distance. In fact, there’s considerable power in stepping back and being a spectator, a fly on the wall.
The Phrase Finder notes that the idiom being a fly on the wall provides “the position of being able to freely observe a situation without being oneself noticed.”
Note the aspect of freedom, in contrast with feeling captive — sadly, a not uncommon feeling in our always-online era. Even if the related content, auto-play videos, pop-up ads or sponsored information being served up is of value, the constant interruptions can leave us feeling anxious and overstimulated. Like a tiger pacing in a cage.
Remember young Violet, the daughter from the movie The Incredibles? One of her superpowers was her ability to become invisible. She learned to harness the value of this superpower, shifting control from her adversaries and providing her the ability to listen, observe and assess a situation before responding.
Whether it’s our norm or an occasional state of mind, we don’t always want to be in the middle of the fray. No, I don’t want to follow, sign up, sign in — or have your company stalk me on all of my devices just because I perused a post … or had a conversation in my living room while some technology device was listening.
Outreach to the introvert
Let’s take a lesson from our four-legged friends. When interacting with a skittish dog, reaching directly out to pet them only spurs them to back away (perhaps accompanied by an explicit low growl). Instead, we learn to get down on their level, avert our gaze, and let them approach us on their own terms. Perhaps a treat helps accelerate the socialization process, but more than likely it won’t be accepted directly from an outstretched hand.
Likewise, to successfully engage with people who are reserved or standoffish requires a restrained, sensitive and indirect approach. We avoid eye contact and don’t ask direct questions, setting a stage that allows them to feel included, but not on the hot seat. Introducing topics of conversation of possible interest may ignite a slight connection, a quick glance, or brief spark of interest. It’s a dance, for sure.
What if your target client wants to privately observe, ponder — and then take action based on his own terms and timing? How can you market successfully to an invisible prospect?
Embrace the observer
We do the same dance. Rather than utilizing exclusively live participatory events or downloadable resources that require direct interaction, we extend useful information and helpful guidance that allows the receiver to partake in a way that meets their needs.
While an in-person brainstorming session energizes some people, a more restrained prospect will likely find the invitation unwelcome. Given the ability to view your podcast privately, without broadcasting a muted microphone and disabled video, they may value the information provided. Likewise, a person who prefers systems to spontaneity is more apt to read your email newsletter at a time they’ve designated, than view an auto-play of your live update in their newsfeed.
Repurpose the format of your marketing outreach to appeal to the preference of the observer. Consider these two approaches.
1. Offer a private loge seat
An interview blog format allows the reader to be a fly on the wall, listening to a conversation between you, the blog author, and your guest. The format for an interview can be written, audio or video, recorded or live. The power of an interview format is that it enables the listener to engage on their own terms.
A written question-and-answer interview allows the observer to scan for relatable content. Similarly, a recorded podcast or video interview enables an invisible Violet to rewind, fast-forward and rewind to listen to sections of particular interest, and capture highlights, take notes or bookmark the link for future use.
2. Advice column insider access
Like frequently asked questions, advice columns provide an opportunity to share your knowledge in a format that’s appealing to both search engines and prospects. An advice column allows you to delve deeper into nuances based on a particular industry or business situation, while also creating a real use case which includes personas that resemble your target client.
Based on the value of the information you provide, future potential clients and partners will anticipate your advice column posts. Offer readers an opportunity to submit questions, and use your email newsletters, blog or podcasts as your platform to share the answers. Schedule advice column posts on a regular basis in your editorial calendar.
Love the notion of utilizing alternatives to the “tell all” broadcast social media approaches. Clever ideas!
Thank you for your comment, Jacqueline! Sometimes a change in format can ease the effort of content creation.