Understanding Attraction Marketing
To understand attraction marketing it is first of all necessary to look at traditional methods of marketing or selling to understand why the difference can make a difference.
We are all familiar with the traditional method of selling – it starts with networking, prospecting, cold calling or advertising to find leads. Sadly with this method the likely results are the more you try to “sell”, the more people resist your overtures. Selling the old way just doesn’t work as well as it used to. People have come to hate selling and being sold to. The sad fact is that the better you are at selling, and the more accomplished you become, the more people dislike and mistrust you.
The reason for this shift is that people now have far more choice and will do business with those people who make the process pleasurable (even fun) and who demonstrate that they care.
The good news is the people do still want to buy. In fact they like to buy. They just hate being sold to.
How do you make the experience pleasurable?
The best way to understand this is to think of your favourite retailer or shop. Understand why you shop there and what it is that “attracts” you. It might be the ambiance, good lighting, music, well set out and good quality merchandise, unobtrusive but helpful assistants? Whatever it is that turns you on to shop there. You may not even buy on your first or subsequent visits but will you remember your experience. Absolutely you will. Why does this work? Simply because they were not trying to make a sale – they want you to come back again and again and recommend to other people!
Let’s transpose that experience to an online experience. Look at VirginAtlantic.com or Amazon.com for example. They have totally understood the concept of making the shopping/buying experience pleasurable, easy and fun and because of the way they present their products and upsells you actually feel they know you and that you are special to them. This is attraction marketing at its best.
What is Attraction Marketing?
It is about being “attractive” to your audience. Becoming a magnet. Transposed into the world of the internet that means having an attractive well designed website, graphics and branding. You become a magnet through focusing on adding value to the people you “serve” online. This means valuable and interesting content to keep them engaged with you as well looking professional and business like. Your website is your virtual real estate.
Implementing the rules of attraction marketing you act as a leader and not a salesperson. You are a provider of solutions to a buyers’ frustrations and problems. You “lead” them through the process rather than “selling” to them so your offer needs to be interesting, engaging and supportive and far less obvious the traditional sales approach which just does not work anymore.
It is also about your attitude towards others that makes you attractive. You want to become the type of person that someone would want to do business with. The smallest things you do really count. Your aim is to be known, liked and trusted.
Can it help you?
Absolutely yes! Attraction marketing is the most pleasurable way to do business. It does take time to make it work but the investment will pay off many times over. Make sure that you become an excelling student of the process but also make sure you have a good business system to support you so that your efforts will not be wasted.
The end result is that you will attract many clients who you will go on to do business with and better than that, they will likely bring you referrals as well.
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