Attraction Marketing is more important on the Internet than just about any other place. The one exception may be a subway. Let me explain.
In 2007 the Washington Post conducted a classic social experiment. A world-famous violinist named Joshua Bell played in a Metro station for 45 minutes on a $3.5 million dollar violin wearing jeans, a baseball cap and sneakers. What do you think happened? Only 6 people stop to listen for a while, not one person applauded and he made $32 bucks. A few days earlier he had played to a sold out crowd where tickets started at $150. Check out the full story here.
What can this story teach as about attraction marketing on the Internet? A whole heck of a lot:
1. Free is not attractive – If all the content on your website is free, visitors will place lesser value on it even if it is a masterpiece.
2. Shabby is not attractive – Appearance does matter. A professional header, layout and opt-in box will make a tremendous difference in your conversion rates.
3. Who finds who is VERY important - This is the essence of Attraction Marketing on the Internet. Did you seek out the prospect or did they find you? The person doing the seeking will immediately value the information (or the music) of the person being sought out because they asked for it. This is an entirely different form of marketing and the power comes from the directionality of the relationship.
An example:
In my business, attraction marketing influences everything I do. Ask yourself, how attractive is a mentor that seeks out students? Not at all. The mentor only has value if the student does the seeking. Same goes for business coaches, consultants and advisors of all sorts.
If you are in one of these fields, make sure that seekers on the Internet can find you. And not just in one place, you want them to find you in EVERY place they look. Google search, directories, articles, blogs, social media. If you are everywhere online, you are very attractive to them. Once they asked you for information or proactively visit your website, they are bonded to you. They found you.
It all boils down to this:
Attraction Marketing on the Internet is all being found and then showcasing knowledge that solves their most pressing problems for free to solidify the relationship.
Hope you never pass by another street performer without stopping to hear the music!
It is almost midnight and I’m just back from Toys R Us. The experience reminded me how important SCARCITY is in marketing. The less there is of something valuable, the greater lengths people are willing to go to get it. Whether its Cabbage Patch Dolls or Gold in the mountains, when supply drops, price goes up.
The absolute first rule of Attraction Marketing is to own your name and the brand it represents. You can have a personal brand by design or by default. Its your choice.
Yes, you read that correctly…no matter what networking company you are with, you have exactly 4 products to offer. I don’t care whether you think you have a single service or whether you have a 100 page product catalog, until you understand your 4 (and only 4) products, you’ll be spinning your wheels.