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Attraction Marketing

Attract rather than pursue

This ‘photo’ was taken by Hinode’s Solar Optical Telescope, and reveals the structure of the strong solar magnetic field rising vertically from a sunspot.

Image credit:
Hinode JAXA/NASA

In my last post, I said I was going to talk about
Attraction Marketing, but I didn’t explain what it was.

I believe that the concept of Attraction Marketing was first put forward in a couple of books by Ann Sieg, of Network Marketing fame. They were “The Renegade Network Marketer” and “The 7 Great Lies of Network Marketing”.

The principles of Attraction Marketing apply far beyond the world of MLM, however, and are extremely relevant for anyone doing business today, particularly on the internet in its modern, Web 2.0 incarnation.

Simply put, the idea is for you, as the marketer, to attract potential customers so that they are seeking you out to get stuff they want, instead of you seeking them out and selling it to them.

This is fundamental to Alex Jeffrey’s approach, as taught in his recent coaching program, where he told his students “Don’t chase the money – let the money chase you!”

An advantage to the marketer is that the people s(he) encounters are much more likely to be interested in what s(he) can provide than those who are reached randomly by, say, conventional advertising or cold-calling. They are, essentially, ready to buy: they are ‘qualified prospects’.

It’s good for the customers, too: they will be offered what they are actually looking for.

People want someone who can help them find solutions to their problems, someone who can help them with their needs.
By focusing on, and demonstrating the ability to cater for, the needs, desires and problems of the customer, the marketer can establish a position as the expert, the provider of solutions, the person to which people will come for help.

By providing valuable information freely, the marketer establishes credibility and trust, and can begin to build a relationship with his or her prospective customers. And if the relationship benefits them, customers will want it to continue.

Of course, this is all very well, but without conventional advertising or cold-calling, how are potential customers even going to know about the marketer’s ability to help them? How do you actually do the attraction part of attraction marketing?

Well, one surprisingly effective way is to leave stuff around for customers to find while they’re searching for what they want; stuff that will lead them close enough to you for you to begin establish a relationship.

And another way is to let them tell each other about you. Of course, they’ll only do that if you’re doing something worth telling about.

I’ll leave that for the next post, when I’ll be talking further about ‘new’ approaches to marketing, and why the ‘old’ ones are becoming increasingly obsolete.

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