Attraction Marketing for Small Business
Your email continues to fill up with new orders. This attraction marketing stuff really works!
No complaints, no returns, just new order confirmations that keep rolling in.
Seem like a dream?
It doesn’t have to.
When you put all of your energy towards attracting the right kind of leads to your product or service, things start to fall into place.
Closing becomes easier.
Order value increases.
Referrals just tend to happen.
That’s the power attraction marketing can have on your business.
Before you start Googling exactly what this dream tool is and how to get it, hold on.
I’ll be honest. This isn’t some plugin or app that will fix everything overnight.
Although many companies who sell apps and plugins might tell you it is. Simply put, it’s going to take some work.
But if you’re up to the challenge—the rewards will be huge.
Let’s start with exactly what I mean by attraction marketing.
What is Attraction Marketing? (And How Can You Get It?)
The phrase “attraction marketing” means exactly what you think it does.
It’s marketing that attracts customers.
Not just any customers, though—your ideal customers.
You know, the ones that are a dream to work with? Learn more about defining your ideal customers here.
Too much marketing today is interruption-based.
Create an ad on Facebook and it gets implanted into a feed to interrupt someone scrolling.
Put a pop-up on your website that offers something of value.
This style of marketing interrupts what people are doing, competing for their attention.
It works, and it’s another marketing strategy that you may want to pursue.
But in an ideal world, you don’t need to interrupt people constantly.
They are naturally attracted to what you have to offer.
This likely sounds good, but you might be wondering why attraction marketing is something you should care about for your business.
How Does Attraction Marketing Work? (And Why Should You Care?)
Think about the last time you were attracted to buy something.
Maybe it was a new car, a movie you wanted to see or a book you had to read.
What was it that attracted you to make the investment of your time and money?
What others were saying about it?
More than likely, you were attracted because deep down you craved the experience this would offer.
A new car would smell new, drive like new, and you’d be proud to show it off to your friends.
A movie would be a thrilling experience and provide you some much-deserved entertainment.
A great book would allow you to escape your surroundings and envision what your life might be like.
Whatever your reasoning, you craved the experience that you would have as a result of making the investment.
That’s attraction marketing at its best.
Here’s what’s most relevant to business, though.
The stronger the feelings you have about the experience, the more you’re willing to invest.
Why would anyone go to a movie theatre and spend $20 to see a movie, when they can spend $10 for a month’s worth of the same movies on Netflix?
We do it for the experience.
So if you can create a strong enough attraction to what it is you offer your customers, they will be willing to fork over more of their hard-earned money… faster.
Developing Attraction Marketing for Your Business
There are three components of attraction marketing: Customer; Connection; Creativity.
You need to be clear on who you are targeting with your attraction marketing.
If you aren’t, it will be difficult to craft messaging and actually attract them to what you have to offer.
Consider aspects of your ideal customer such as:
- Current needs
- Challenges they face
Understanding your customers inside and out is the first and most important step to be sure you can attract them.
Where will you position your marketing so as to appeal to your ideal customers?
If your ideal customer, for example, is in their early thirties and is focused on their professional career, LinkedIn is likely a social media platform they use.
Having a profile and a company page and generally being active on LinkedIn, then, would make sense.
Spending time trying to attract your ideal customers on Yammer would be a waste of time.
Consider all of the areas where your ideal customers spend their time, then develop a plan to be active in those areas:
- What magazines do they read?
- Are there online websites or forums they might be using?
- Which social media platforms are they engaging on?
You need to be active and available in the same place your ideal customers are, if you want to attract them to you.
There are several aspects to consider when it comes to actually attracting your ideal customers.
You need to test to find the right ingredients that work consistently.
We now know who your ideal customers are, where they spend their time, and what their challenges are.
Before you jump on canva.com and start creating a free resource you can provide, go back to what we said earlier.
Attraction is based on a desired experience.
We need to paint the picture of what our ideal customers’ life would be like if they had our product or service.
Consider, then, what the experience would be if your customers purchased your product or service:
- What would be the positive impact on their day, week, or life?
- How would they feel after they used it?
- What would their friends or peers say about them after the experience?
- What value would your product or service bring to them, their employees, family, friends?
Paint a picture of their ideal outcomes from using your product or service, and you create a vision of what the desired experience will be like AFTER they have used or consumed it.
Nail this and you’ll be an attraction marketing pro!
Looking for examples of this at work?
Examples of Attraction Marketing
The other day, a memory popped up on my Facebook feed.
It was September 2008 when I purchased my brand new Volkswagen Passat.
It was a great car.
What stands out, however, even today (and despite the somewhat tarnished reputation Volkswagen has had in recent years), is how far VW went to attract me to remain with them.
After I purchased the car, I received a letter in the mail from an engineer that had worked on the car.
Well, I’ve owned a Toyota and several Nissan’s since. No letters there, or at least none that I can recall… which serves my point.
VW also sent me a brand new chamois with their logo on it.
It’s still in my garage today.
What was VW trying to do?
Build brand loyalty, likely.
More importantly, they were trying to attract me back to the dealership for service, which is how they turn a single purchase into a lifetime customer subscription!
And it worked.
I was attracted back to the dealership because if I got this kind of treatment after the sale was complete, what would happen if I actually continued to use VW for my service?
I also use attraction marketing in my business.
When you are on our website, you’ll be asked if you want a free resource. Here’s an example.
Since you are reading information related to marketing, likely a free tool like this would be helpful.
I’m attracting you to continue to return by offering you something that will attract you to work with us.
Put Attraction Marketing to Work for Your Business
By now you’ve likely recognized that attracting your ideal customers to your product or service is a heck of a lot easier than chasing them down.
In the real world, you’ll likely want to practice some active marketing, like interrupting your ideal customers.
But attraction marketing is the holy grail.
When potential customers or clients are asking to work with you, it creates an entirely new opportunity to scale and grow, often at little to no cost.
The first step is quite simple, really.
Recognize who your ideal customer is, and then reach out and ask them what resources would be helpful to them.
Would a free sample help?
Could you provide a checklist or template?
What about offering a FREE consultation?
Once you lock in on exactly what your ideal customers need (and want), you can start to attract them to your product or service.
It takes a little bit of work, but the long-term benefits are well worth the effort!
© Shawn Casemore 2020. All Rights Reserved.