The End of the Two Channel Pony

by Chris Arlen on February 16, 2015

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The End of Two Channel Pony

A client I’ve worked with for almost 20 years and continue to do so – never returns my phone calls. Rarely will he return emails. Yet often within 24 hours after receiving one of my blog subscription emails, he’ll contact me.

Another long time client doesn’t return my phone, email, or text messages. But he will reply to my LinkedIn messages. And this is someone who I consider to be a friend too (OK, maybe I should re-think that friendship but that’s another story).

Another client/friend will only respond to emails after long delays. Yet he will respond almost instantly to my text messages.

It doesn’t matter that my personal preference for communicating is by email. If I want to reach these clients, it’s their way or the highway.

You’re probably too young to remember but once upon a time it was a simple choice of how to reach clients or prospects – you called or emailed.

Now clients’ preferred communication choices matter. You have to choose whether to text, IM, or send a private message in social media – and which social media?

If you don’t communicate in their channel of choice, you don’t reach them. And then sales-wise you’re dead in the water.

You can’t be a one or two channel pony anymore and expect to reach the people you need to reach. Better to figure out their channel and go with it.

Gary Vaynerchuk says a similar thing about story telling in social media, in his own unique, indomitable way of course. It’s about the desire to connect matching how and where you connect.

“If you’re not putting out relevant content in relevant places,” said Vaynerchuk, “you don’t exist.”

“You can tell your great story,” said Vaynerchuk. “Just know where to tell it.”

Check out Contently’s article “We’re Not Respecting The Rooms We’re Telling Stories In’: Gary Vaynerchuk Reveals Content Marketing’s ‘Massive Mistake’”.

This article, “The End of the Two Channel Pony” was originally published in LinkedIn.

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