Attraction marketing simply means that your perfect customers are drawn to you, like bees to a flower.
The last thing any of us wants is to be chasing and pitching all the time, it takes up too much energy that could be far better spent on doing ACTUAL WORK.
So, how exactly is it done? I hear you ask... Well, for many, it will involve a complete mindset shift.
The techniques and ideas that have worked for businesses in the past are becoming less and less effective.
If you are struggling to get eyes on your product or want to build more trust with your audience then this is something you need to look into.
I've put together a list of ten ideas that I use personally when promoting my personal brand.
Don't try to use them all at once, the first three are foundational, so should be done before you move onto any of the others.
Then simply pick the ones that are most relevant to the product or service you're promoting.
So, if you're ready... Let's get started!
1. Write a customer profile
It goes without saying that you should understand your customer. If you don't have a customer in mind, you don't have a business model.
This exercise may feel a little kooky and over the top, but please go with me on this one... It will pay dividends.
The rest of your marketing will be so much easier and you'll know exactly how to frame your messages to get the biggest impact.
Exercise: Think of a name for your ideal customer, I picked Mike, but you can pick anything.
Try to pick one that's in keeping with the demographic you're targeting.
Take the name and do a google image search.
You'll see pages and pages of faces.
Look for one who you could imagine being your ideal customer... Remember, this is your ideal customer, so pick a happy and friendly face (unless you want to work with meanies, of course).
Save the image... Print it out ideally!
This is who you are talking to from now on... So being able to see it often is crucial.
Write a description of this person, but imagine you are introducing them to a friend.
With Mike, I'd say:
Mike's in his mid-thirties, he's got a young family and is dedicated to giving them an awesome life. He's done the corporate job for a while, knows his stuff and is ready to try a new challenge. He invests in himself and is ready to take the leap and start his own business. He know's what he wants to do and who he wants to serve... He just needs some help getting things moving.
I would then go into more detail, talking about the brands he loves, the car he drives. I'd think about the books he reads and the TV shows he talks about with his pals.
Can you see yet how all this is going to help you with your marketing?
If not, don't worry, by the end of the list it should be clear.
2. You simply MUST provide content
I'm going to keep this one simple. Content marketing is how most businesses gain traction these days.
This is tweets, blog posts, vlogs, podcasts... Anywhere you are engaging with a customer.
You need to demonstrate expertise and a willingness to give value to your community. And you need to do this a lot.
There are no shortcuts, you just have to do the work.
3. Understand the 'contrast principle'
Marketing today is about being brave and standing out. Timid gets ignored, or even worse, doesn't get noticed in the first place.
Luckily, as humans, we're genetically hard-wired to notice things that are 'different' in our environment.
Our hunter-gatherer brethren would've relied on this instinct to help avoid predators or rival tribes. Today, these things are a lot less common, but the instinct still lives on.
Have you ever noticed that you're drawn to (or sometimes repelled from) things that are drastically different?
You spot them quickly because they're different from everything they are close to.
Try to think of brands (or even people) who do this well.
What is it exactly that makes them stand out from their competition?
Can you learn anything from them?
Most of the time it's a commitment to an idea... To a reason for doing what they do.
They've found 'their why', and they live and breathe it.
4. Think like a drug dealer
When you think of a drug dealer, chances are you don't think about great marketing, right?
But think of it this way; they're so confident in their product that they're willing to give away a little for free because they know you'll be hooked, and chances are you'll return to them to buy more.
Supermarkets use this idea well too.
They'll position a little pop-up counter somewhere in the store with free samples of cheese or wine (or something like that).
There'll be a friendly guy or gal handing freebies to customers to enhance their shopping experience.
But of course, there's an agenda.
Once you take a free piece of cheese on a stick, the friendly assistant will ask you what you thought.
You've had something for free, so you feel socially obliged to respond with 'it was lovely'... or 'delicious, thank you'.
That's what they wanted, you've all but granted them permission to sell to you. Invariably the aforementioned freebie will be on offer, and there's a good chance it will end up in your shopping basket.
Has this ever happened to you? I still fall for it from time-to-time. The conversation nearly always goes the same way. That's because it works!
Why not think about how you could create this 'sales frame' with your product or service?
5. Double qualify your customers
Now imagine you wanted to make some t-shirts aimed at Ukelele players. (Pretty niche, I know).
You could put a picture of a Ukelele on the front, and if someone who happens to play the Ukelele sees it, they may decide to buy it.
OR, you could try and add another layer in. This feels counter-intuitive, but trust me it works.
Instead, you could put the words 'I'm a Ukelele playing Grandad'.
If you play the Ukelele and are have grandkids, when you see this t-shirt you're going to think 'That's me!' ... It will feel like that t-shirt has been specifically made for you, even though the vast majority of Ukelele players are men of a certain age.
How many men over 50 have grandchildren?
Yeah, I know... LOTS!
This simple idea can be the difference that makes your message truly resonate with your audience.
6. Finding (and utilising) influencers
Influencers have an engaged and active audience. They provide value and become a watering hole where people flock to gulp down their wisdom.
Here's a great way you can use this to your advantage.
Think of influencers who your target customer would follow. (Do you see why the customer profile is important, now?)
When you find these influencers, you can see WHO is engaging with them.
These are the people you should be following, reaching out to and engaging with.
They are already qualifying themselves as potential targets... You just need to find the ones who you can provide value to.
The next step follows on nicely from this one...
7. Start conversations with strangers
All great projects start with a conversation, one way or another.
Most people sit back and wait for them to happen. So most people spend a lot of time waiting.
This idea is very simple. Using idea number six and the almost infinite reach of social media, there's no excuse not to starting to talk with people.
Never pitch what you do, or spam them with a link to the latest offer on your website. Just be friendly, be you.
Shake their hand first before leaning in for a smooch.
8. Talk to the human
It frustrates me when I see companies speaking to their audience as if they're a room full of people.
We buy when something connects with us on a personal level, so we need to make sure that our message is tailored to speak to one person at a time.
Your customer should feel like it's a chat between you and them.
They're giving you their attention, so reward this with a human-to-human interaction.
On social media, this will really help you to stand out. Take the time to notice what other people are saying and what is valuable to them.
You can build up rapport by retweeting people, engaging with THEIR content. Take the time to listen, not just put out your own messages.
This one idea could separate you from almost all other businesses who do what you do. Check the profiles of your competitors, are they engaging? Are they being human?
If not, then you can land-grab today and be the brand who DOES!
9. Increase the frequency
How often should you post? How much is too much? Will you annoy people and cause them to unfollow you?
These are the questions most people ask when they're getting started on social media... Even experienced professionals still detabte it.
With all the algorithm changes on Instagram and Facebook, these questions are becoming irrelevant... You need to be worrying if people are even seeing your content at all.
You can tweet 50 times a day, as long as you're mostly giving value and engaging with people.
50 links to your product or website is spam.
50 messages with actual people about their interests, their challenges and their lives is a great use of your time and energy.
Tweet, snap and post more often... Just make sure it's not all you, you, you.
10. Never, ever stop
A marketing guy was always going to tell you this, wasn't he?
When we stop moving and stop breathing, we die.
When we stop marketing, we decline... There's always somebody chomping at our heels.
We must keep moving.
Like a strong man pulling a lorry, the first bit is the hardest.
Getting the huge weight to move forwards, making the wheels turn that first quarter inch.
That's when most people give up.
But once it does start moving, it get's easier. All you need to do is keep it going and momentum will begin to build.
I'm always happy to talk ideas and answer any questions you may have.
Shoot a message to paddy (at) superlogoboy (dot) com - Don't be shy :)