General Motors just pulled $10 million of advertising from Facebook because it wasn’t working.
Would you like to know why?
It’s because Facebook is a bad environment for selling commodity items like cars.
See for yourself: Go to www.IsFBforMe.com and plug in the answers for GM. GM gets a 4 out of 10, a pretty low score. General Motors should have consulted my free web tool before they blew their $10 million.
What works in Facebook advertising? Let’s compare it to Google:
- Google is about the itch you’re trying to scratch today. Facebook is about your identity, the tribes you belong to and your culture.
- Google is the Yellow Pages. Facebook is the Coffee Shop.
- People go to Google to make decisions. People go to Facebook to avoid making decisions.
So how do you sell cars on Facebook?
Well, think of it this way. If you put a car on display in a coffee shop, what kind of car would it need to be for customers to not get an “aw yuck” reaction?
I bet a 1934 Ford Street rod would look really cool in a coffee shop. It would probably also sell well on Facebook.
If the cars you sell are a form of escapism, you can sell your cars there. Facebook is a good place to advertise Mini-Coopers and VW Bugs and Corvettes.
But Facebook is a bad place to sell Ford Escorts and Buicks and Toyota Corollas. Ho-hum.
Whatever you sell on Facebook, it has to have personality. Make your product an escape from the humdrum and it’ll have a fighting chance on Facebook.
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