Hey guys, it’s Aimee and I’ll be writing your show notes for you today! Have you ever wondered how in the world some business owners seem to have customers knocking down their door…..while other business owners seem to always be desperately searching for customers? Today we’re talking about something called attraction marketing. This magical tactic will help you get rid of that feeling of desperation, and teach you how to be yourself and get your ideal customers coming to you ready to buy.
Listen to today’s episode by searching for Business And Motherhood on iTunes or using the player below:
Where does Attraction Marketing fit in?
I used to think of marketing as just the “stuff” that I put out, fliers, ads, whatever, maybe you think of it that way too. But what I’ve learned is that I needed to reframe my beliefs around what Marketing is. It’s getting people to come to you.
There are a couple of different ways that you can get customers/sales for your business:
Passive marketing: Where you put content or advertisements out with the hope that they will attract people TO you. And there are a couple of sub-categories to passive marketing:
Active prospecting: Where you reach out to people and actively pursue them.
Of course, for most of us, our dream scenario would be for people to see our marketing and come running to us (rather than having to go out and prospect people who may or may not be interested). On a personal note, I focus the majority of my efforts on attraction marketing in my own business….and while I still incorporate some prospecting, at this point nearly all of my leads come to ME and ask me for more information, vs me going out and chasing them.
Attraction Marketing Subcategories
So, let’s talk about some different ways that you can implement attraction marketing.
We’ve broken attraction marketing down into 3 major categories that we want to share with you today… so I’m going to list them out for you, and then we’ll go more in depth and share some examples.
-Traditionally you would run an ad with “10% off!” or something simply explaining what you offer
2 .Social Marketing – where you open a conversation with people and interact back and forth with them. When you’re using social marketing, you’re essentially building a relationship and building trust. It can be a little more of a “long game” because sometimes trust takes time to build, and we know that it often takes 6 or more exposures to your product/service before someone is ready to buy from you. Some examples of social marketing are
-using social media
-Not just FB/IG, but also youtube, podcasts, linkedin any place you put content
-in person, events, networking, just meeting someone
-This is a newer more modern tactic that a lot of people aren’t even aware of, but it’s emerging as an extremely effective type of marketing, and I can’t wait to dig into this ever further in future episodes because it’s something we are currently using and it’s so freaking exciting! But basically, you can use sales funnels to drip your marketing to someone, to educate them, and even to automate the entire process so you are getting sales or sign-ups while you’re sleeping.
One thing they ALL have in common – YOU HAVE TO ADD VALUE to attract your customer.
When someone is buying what you sell, there is always either some problem they have that prevents them from buying it, or some problem that’s created when they buy it.
I was so resistant to MLMs, but over time, this was broken down. If my friend, who attracted me to our MLM, had just shared all the specs of the company, I wouldn’t have been interested, I would have tuned it out because it would have sounded salesy. But she didn’t. She shared how it was benefiting her life in general, and that’s what attracted me.
Here’s an example that we recently heard that really spoke to us:
Which scenario would attract more people?
A garden supply store or nursery with a sign out front that says “10% off all tulip bulbs!”
Or a store with a beautifully landscaped front yard with a sign out front that says “Join us for a free gardening class on Saturday morning at 10am: How to plant and care for spring bulbs!”
Who is the ideal customer in this case?
If the store wants to sell bulbs – the ideal customer is obviously someone who wants to grow bulbs!
What “problem” might this ideal customer have?
They may not know how to plant or care for bulbs, even though they’d like them in their garden!
What solves this problem AND attracts them in to buy bulbs?
Rather than just throwing out there that there’s a discount like the first store….the second store is offering VALUE and TEACHING them something for FREE that attracts people to the store, solves their problem, and you’d better believe that people are going to be buying bulbs at that class (at full price!!!!!).
-Wedding photographer: Maybe you have a download with a sample timeline. It’s education, and it solves a problem that your potential customers has. It removes resistance because it helps them see your value. Maybe someone doesn’t think they NEED to hire a pro photographer, because their Aunt just got a new camera. And they just aren’t educated on WHY that would be a bad choice, they think it’s great because they’re getting free photography. But then they get this download, and you are able to, over the course of some emails or whatever, educate them on wedding photography and everything it entails. And it makes them want to hire you.
ACTION STEP: How you can start to implement this in your business.
Go create a social media post adding VALUE that your customer can relate to, that attracts them to you, your service/product. It doesn’t have to be specifically about your product/service If you need help with this, we’ve created something to walk you through it. Just download our freebie, and our social media post guide will walk you through 7 days worth of attraction marketing posts that encourage your viewers to interact with you and will help you build trust.
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