so, I came across an interesting article. It talks about attraction (magnetic) marketing. I know I have some pretty strong ideas about this subject, and I have been pushing them on you for long enough now. So, I thought it was time to give the floor up to someone else for a change.
Read on to see what I mean.
The principle of attraction is most frequently presented as a metaphysical concept, sometimes carried to extremes when people fall for the ‘mental shortcut’ that merely “Thinking will make it so.” It won’t, but it is a legitimate principle that when applied in a practical manner, as in a marketing strategy, can be very effective.
The idea is simple: Almost all marketing and prospecting is done as “hunting,” which makes potential customers feel like prey (I think we can all relate to that). This naturally produces resistance. So you’re much better to aim of a “low resistance” environment, where the customer feels like they are discovering, selecting and coming TO you, rather than you appearing uninvited and pushing your proposition on them. They have to choose YOU.
First what NOT to do:
Don’t take to approach of “How can I GET some prospects today?” or “How can I get my 20 people on calls today?” or even worse: “How can I make a sale today?” Can you feel the energy in those questions? They come from a primitive foundation: the caveman contemplating how he find find and kill a beast today so his tribe can eat.
A much SMARTER (more sophisticated) approach:
“How can I set up a system of attraction that brings a steady, reliable stream of ideal potential customers to me who are ready and willing to buy from me?”
This question makes sense on soooo many levels … firstly, you’re intent on drawing people TO you, in a constant stream, and they are ideal clients, and they are ready and willing to buy (ie: they are not resistant to paying whatever they need to pay to join you).
This might seem like semantics, but it really does create a less stressful selling scenario for you and your prospects – leading to greater customer satisfaction and more referrals.
Starting Point: Who is you IDEAL client? Who do you most want to work with?
Describe them – in DETAIL. And don’t skimp on this point. Where do they live? What do they do? How much money do they earn? This is the time when you want to be precise and realistic… it’s no good trying to sell a $20,000 product to someone who’s on welfare. You may feel that what you offer might be really good for the individual, but if they are having trouble keeping afloat financially before they get started with you – do you honestly think that they will be successful as business owners? You don’t try to sell ice to Eskimos. So you need to be honest when you’re clarifying your ideal customers.
Dan Kennedy Author of “The No B.S. Marketing Guide to the Affluent” – claims that there are three key ingredients that make for a great marketing message:
1. BE UNIQUE: These days, there is little tolerance for ordinary. You MUST be unique. Gardner’s Mattresses sell high-end mattresses ($4K to $35K, when the national average is $600) uses a Demonstration strategy. They installed a “Dream Room”, which was modeled after a luxury hotel suite, where potential customers can enjoy a 4 hour nap on their mattress. The closing rate is 100%! Proactiv acne treatment product used a Place Strategy: Guthy Renker was the first company to move this type of product from the Chemist/drug store to the TV infomercials… now you see Justin Beiber’s face everywhere… and they’ve built a business worth $800 million.
How you create your marketing program depends on you KNOWING who your target audience is – the better you know, the better your results.
If you are focusing on selling to retirees, how do you PLACE your marketing to reach them?
2. OFFER INFORMATION INSTEAD OF PUSHING A PRODUCT: The core of Magnetic Marketing is presenting information of profound interest to your target market. There is soooo much information out there that you can share that relates to your Core Business – Personal development (ie: Think and Grow Rich – Napoleon Hill), Financial management, Health and Fitness, Relationships, Career Advice, Lifestyle Design, Network Marketing, Social Media, Meditation, Life Success, Positive Thinking, Affirmations… the possibilities are endless.
3. MARKET YOURSELF AS THE GO-TO PERSON: What are people looking for when they first start testing the market for a business opportunity? The ONE deal-breaking factor is TRUST. They want to find someone they can trust. Regardless of what people are selling, if they don’t earn the trust, then they don’t sell.
The higher a person’s income, the more he’s being paid for WHO HE IS (in the view of his target market) than for WHAT he does. This is why Diana Coutu of Diana’s Gourmet Pizzeria invests in world travel to compete successfully in pizza chef competitions and writes cookbooks and health books: it makes her a more interesting and important “who”, ENABLING her to sell large pizzas at $20 to $30 versus competitor’s $5 specials.
SELECT THE RIGHT MEDIA:
No medium is inherently better than another any more than a hammer is inherently superior to a scalpel. It all depends what you want to achieve – and to whom you wish to connect.
One key purpose is effectively communicating with your target prospects in the way THEY prefer and are responsive to. That means setting aside your biases and preferences, peer pressure and superficial cost considerations in favor of what works best.
Speak the language your prospects speak.
eg: Many marketers have abandoned Yellow Pages for Google Places, yet certain target prospects – 55+ age consumers – still refer to the Yellow Pages first. Therefore some marketers are staying put or even expanding their presence in the YP.
Sometimes diversity adds to your stability.
The best media strategy is comprehensive, integrated and sequential:
- To be comprehensive, every medium that can be made to pay needs to be used. Relying on too few outlets, or on the cheapest, opens you to vulnerability.
- To be integrated, both online and offline messages need to fit together into an organized system
- To be sequential, your prospect’s contact information is captured and then a series of follow-up communications occur (as with auto responders)
I guess it comes back to the basic principle of attraction marketing… Don’t stand on the hill yelling out what you’ve got to sell, hoping that people will come and buy. Instead, stir their interest, obtain their permission and communicate with them repeatedly and persistently… developing a trusting relationship with them.
Speak your truth openly and honestly, and you will have clients coming TO you, predetermined to do business WITH YOU, if they can and if you’ll accept them!
Now, doesn’t that feel better?
what did you think?
Anton English has spent over a decade building wealth through traditional and non traditional channels. He started his JOB (journey of the broke) working as a power engineer but quickly learned there were better options in the home based business market. He joined and participated in building several network marketing companies, as well as building a successful Ebay business grossing over $35,000 in only 90 days! Using his strategic coaching techniques he helps others seeking success in MLM to achieve their dreams.