The Power of Attraction Marketing
Cold calling is no one’s idea of fun – not for the marketer, nor for the potential customer. But cold-calling as well as advertising and prospecting have been the traditional methods for generating orders for business. Generally, these methods tend to put prospects on the defensive, wary of the hard sell. But the Internet has made possible ways of marketing that concentrate on the people you serve. The key is to entice, rather than to pressure. Attraction marketing puts the fun back into the shopping experience for both seller and buyer.
Solving the customer’s problems should be the focus of attraction marketing. Content that you’ve created for Web sites or from the social networking sites you’ve visited enable your customers to find you. Think of generously sprinkling your self across the Internet like a gardener planting seeds, from which you hope will spring traffic. Your prospects make the first move; they are coming to you for your unique services and ideas. No longer do you have to do the cold calling or set up hotel meetings.
The Charm of Attraction Marketing
Using the charms of attraction marketing, you can brand yourself as a leader, who is unique in your field. Based on convincing consumers to buy largely homogeneous products produced in high volume by the traditional mass-production factory system, mass marketing is failing because now consumers want just the opposite – they desire products unique to their tastes and needs.
Identifying your company’s key features and the benefits to be derived from utilizing your goods or services is the goal of attraction marketing, especially the information you have to share. You can share books, articles, live events or recorded trainings in exchange for regularly putting your offers in front of your prospects by using auto-email – the newest form of how advertising works on TV and radio. You give your customers something they value and they let you communicate with them continually.
Historically, most marketing has supported one-time sales. Using promotional tricks that deceive customers can only work once. In the age of the Internet and global competitors, the limits of any market are now surprisingly constrained since competition is more intense world wide. Attraction marketing encourages holding on to current customers. The new task of marketing communications is to represent the company in forming an enduring relationship with the customer, so as to determine the customer’s changing needs before, during and after the purchase.
Through attraction marketing, you build relationships with your customers by answering their questions and solving their problems. Providing solutions to their problems shows you to be knowledgeable and helpful. When you become an expert in the eyes of your customers, you don’t have to chase them down, or fool them, to make them want to use your products and services. As your customer base grows, you’ll find that most of your customers already know you and are aware of your business before they ever speak directly to you.
