Attraction Marketing is among the smartest ways of “selling without selling”. It happens when you start showing and telling people about how you got hooked on an idea, a product, or a hobby – and in telling your story (its highs and lows) you get instant empathy and interest from those watching. It attracts people, and makes them want to dive into what you are doing, using the products you use … and thereby you drive sales.
The irresistible allure of watching someone demonstrating something on-screen not only inspires people passively. It seems to drum up the active energy in people to act similarly, and immediately …to feel the experiences you are feeling as you tell your story. It is truly catching!
Sometimes you don’t even need to be a knowledgeable expert to get a great following. You can be a “go-to guy” if you have a passion for a topic that you’ve never tried before. You could teach people how your fumbling experiments can help them. People love that!
A man I know had an abiding passion for playing the mandolin. But alas, his job as a factory supervisor never gave him the time to learn to play the mandolin. When he perchance lost his job, he wanted to try and build his own mandolin-related business. He would have loved to teach mandolin-playing, but he couldn’t teach what he didn’t know himself.
That was when the idea dawned. He called his classes “Follow Me As I Learn The Mandolin”. He made himself the guinea pig. He managed to get 53 students in the first two months, who all had immense fun learning through his mistakes and theirs.
This, folks, is called “Attraction Marketing”.
What Exactly Is Attraction Marketing And Why Does It Work?
ManyChat.com has a great definition of Attraction Marketing:
“Attraction marketing is a marketing strategy that involves drawing people to your brand product or service by showing how it improved your life. This happens by understanding your ideal customer’s problems and providing free and valuable content to help solve them. It can relate to any type of business including eCommerce, professional services, network marketing, and online coaching.”
Incidentally, the Attraction Marketing Formula was first propounded as a marketing strategy and course created by Ferny Ceballos. His goal was to help MLM networkers build a brand and set up an Attraction Marketing system – a system that could grow lead generation and sales.
It was so successful as a strategy that it now has become a powerful weapon in the arsenal of most content marketers who want to see a quicker spurt in sales.
Two Great Examples Of Attraction Marketing Success
I have chosen two among the many brands that are doing a consistent and spectacular job of Attraction Marketing. One is a product brand – Home Depot – and the other is a personal brand – Pat Flynn of SmartPassiveIncome.com.
1. Home Depot And Their DIY Videos
Home Depot is a terrific example of Attraction Marketing. This company offers home supplies of many kinds, including a very interesting DIY section where they supply kits and teach people how to create many rare things for their homes.
On their YouTube channel and their website, they have a whole library of DIY videos – apart from which they also offer weekly classes and DIY workshops on how to use their equipment. Most of these Attraction Marketing videos offer free value to prospective customers without forcing them to buy anything.
These weekly classes build loyalty, trust, and energetic interest – which makes their products or services exceptionally attractive to their audiences. Many videos, on the day they are published, are devoured by the audience community resulting in big spurts in sales.
Here, below, is a classic Attraction Marketing video from their series that got me hooked …
2. Pat Flynn And His Advocacy Of ConvertKit
Pat Flynn is well known as the prolifically-earning internet millionaire – the owner of SmartPassiveIncome.com. Among the many ways Pat earns most of his passive income is by Affiliate Sales of high-paying and very useful products.
When he chanced upon ConverKit as an email marketing service that allowed a different system to Aweber or Mailchimp or InfusionSoft, Pat switched his own business to ConvertKit. He got so sold on its email strategy planning features and ease of use, that he enrolled as an affiliate.
Between 2015 and 2017 he made $350,000 on selling ConvertKit via his Attraction Marketing blogs and videos. This trend of generating multiple tens of thousands of dollar per month then continued – you’ll have to look in on his website for his latest earnings. They are mind-boggling.
Just to get a glimpse of how smartly Pat Flynn uses Attraction Marketing to “subtly sell” his own experiences with ConvertKit, watch the video below. He is honest and transparent that he recommends the product, but he also explains how and why he changed over from alternative email services to ConvertKit and what he now does with it. It’s very compelling!
The Three Big Goals To Set For Attraction Marketing
The purpose behind what you do in Attraction Marketing is as important as how to do it. Here are three goals to set for yourself first …
1. Aim to educate customers about the goodness of the product
Do not ever try to sell a product by counting its features and telling people they can’t do without it. Instead, the aim of Attraction Marketing is to demonstrate the “goodness” of a product you want to sell by subtly showing how many pain points it can take care of for the customer.
For example, see what happens when a cookie shop at a mall distributes free cookies to passers-by to just sample their wares. They never explicitly suggest that you buy their cookies. They simply give you something that smells aromatic, whets your appetite, and make you want to buy it – without them having to say a word.
That is the way to approach Attraction Marketing. Put it all out there appealingly, and then let the human need for a similar or repeat personal experience do the trick.
2. Aim to connect with customers by sharing your story
The whole idea of Attraction Marketing works so well because you provide people answers to their questions before they even ask.
Seldom does a YouTube Attraction Marketing video leave room for a customer to say to himself, “But how will a calendar tool like yours help me be successful with my online business?”
Your video has been showing your story to demonstrate exactly how the tool works for you in many ways, so there will be hardly any queries on reliability, suitability, or relevance after that.
3. Most importantly, explain the reusability of the product
One of the arguments customers find most compelling in Attraction Marketing is that the product is not only your favorite but has now completely fit into your lifestyle.
People want to discover things that are useful and have good value for money. They want things they can start using straight away – and not have to tweak and fix from the very next day. They want things that can fit into their lives in an easy and harmonious way – and put an end to their problems once and for all.
10 Steps To Mastering Attraction Marketing
You can excel at Attraction Marketing if you follow some simple steps …
1. Learn your audience inside out
Your words and actions will resonate better if you spend time trying to understand the people you want to address. Not all people are similar to you in certain wants and goals, so even though you want to sound like you are on their wavelength, be aware that they may be different from you. Speak to their challenges, desires, and personalities.
2. Pick any one right channel
When you use AttractionMarketing, you have to pick the right channel for your messaging. Don’t try to be in many places online when you begin. Aim for the one right channel to start with. You have to tell a story so choosing a platform that supports long-form content is most likely the way to go.
3. Be ready with some statistics to enhance your story
Just airing a story without some statistics to back your case always looks a tad flimsy. Think how resounding your argument will be if you are able to say “When I asked the sales rep this question about this product, he told me that at least 70% of his prospective customers ask him the same question every day!” You can add stats into your story without sounding like academic prose.
4. Always be ready with a small freebie to give away
You want people to remember you after the show-and-tell session. Give them a little something that reminds them to act immediately. Small product samples are a great idea. for use as giveaways. Or give people a free consultation chat of 15 minutes with you. Or give them a small booklet with 15 fresh ideas to use the product you have described.
5. Aim to build an emotional connection
How do you do this? It’s easy. First of all, avoid “sales-y” words like “It really works!” That sounds like a written copy. Instead, use everyday speaking language. You could say, “See how easy it is if you use my trick to get it working well for you?” Make it all sound like a “secret sauce” you have discovered that you don’t mind sharing. Your personal tricks will sound more attractive than any product spiel.
6. Reveal your personality as you show-and-tell
You should never aim to be that perfect presenter. Your occasional sloppiness makes you human. I loved a video where a man was teaching how to use a food processor, and he hadn’t fixed the lid on tightly when blending some juice … and so the lid popped off in the blending, and spattered his whole face with juice. He added without batting an eyelid, “I was just going to tell you the next step is to hold the lid down, but I’m glad I was able to show you what’ll happen if you don’t!”
7. Name the product and its key features a bit often
You don’t want people to leave your Attraction Marketing session saying “That Peter Dunkley was fabulous when he showed us that garden watering idea”. Which gardening watering idea or tool was that? If you don’t mention the name of the product and its key features often there will be no recall of the product name. So do say things like. “This Kinston Gardening Hose with the Extra-Long Nozzle”, at least a few times through your show.
8. Earn trust through authenticity and transparency
It’s wrong to think that when you are trying Attraction Selling you should hide the fact from your customers. You can be transparent and honest by simply saying “I wanted to share my experience with this product with all of you because as I am going to show you it has changed my life in three great ways.” Be upfront that you’re talking about a product and demonstrating how you use it – but steer clear of adding, “That’s why you should buy it right now or its price will go up by tomorrow!”
9. Give people some insights that are truly your own
As I said before, people love being let in on a secret. So do add a few insights you’ve received after using the product or service you’re demonstrating. For example, you could say, “No one told me this, but I tried another method here, and it worked even better.” Now that sounds like you’ve not only adopted the product fully into your life but also made it your own by adding to its value with your own insights. How can such an argument not be impressive?
10. Engage with your audience as a follow-up
The last thing you should do after a powerfully moving Attraction Selling session is to leave your audience high and dry. Keep in touch with them as a follow-up. Reply to social media comments. Be reciprocal with Chat Marketing. Check what next steps they have taken after your session. Ask for pictures of their usage of the product and their experiences if they have tried or bought the same product. Engage in whichever ways are appropriate for your business.
In summary … Attraction Marketing works because of the human angle involved. A product or service or brand is only as good as the people who use them feel they are.
Instead of waiting for customers to try or buy your products and give you feedback, the way to short-circuit the process is to show them how you as a customer (and not as the seller) use the product and how it has made a difference to your life. Tell them that’s why you want to help others in the same way as you helped yourself.
Make your product and business sound like a mission you started to help others, after facing troubles you solved for yourself by creating or using this product. It’s always powerful when someone tells you “I couldn’t find what I needed in the market, and that’s why I had to create it myself and look how it’s helped me.”
Want To Try Attraction Marketing For Your Brands?
Do share your thoughts on this topic
I’d love to hear your opinions on the points I’ve made in this blog post. Drop me your views in the Comments Section below.
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