I am a fan of X-Files. My favorite quote in the TV sequel is I want to believe. I never pick up any promotion flyer on the street because I think it is a waste of paper. But if the same flyer is handed to me by a friend, I definitely will take a look. Because my friend and the wordy narrative influence me, and I want to believe both of them.

Some marketers have confusion about “Sell” and “Spin.” Let me suggest a quick explanation: sales approach is usually for customers; spin approach is for influencer.

Speaking in the context of e-marketing, sell or spin makes difference in the approach. It is difficult to create a spin in less than a hundred characters using Google AdWords. Google wants you to be “…clear enough to communicate your intent and compelling enough to convince the user to click your ad and visit your site.” So in your copy, you better get to the point.

To create a marketing spin, the new Facebook Beacon looks like a perfect vehicle. Because an effective way to develop a spin is to pitch along with the second opinion that shapes and shakes people belief. Facebook Beacon promises to work like to buzz machine. It spreads words within the trusted social circle, tagged with a familiar face of a friend, the ad is circulated and displayed as a news feed like this *spoiler,*

In my research for social media, I come across a professional blog which explains social ad through “Selective Perception.”

Aboutmarcom is a Chinese blog. I appreciate it so much because we don’t have many professional Chinese blogs dedicated for Chinese readers in the Marcom area. We need that indeed.

Yes, we all perceive things with bias and preference. But what really catch the eyeballs in our selective perception? Some marketers opt for color, sign, striking text. I believe, even color, sign, and the striking text, they won’t be as powerful as a familiar face. Facebook Beacon reaches you with a friend’s photo thumbnail, a narrative that works like a second opinion. Your friend become the influencer. Just like my friend who hands me the flyer. I will look at it, because I want to believe.

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