Attraction Marketing: What Is It? Do You Need It?
There’s a lot of buzz about Attraction Marketing but if you start searching the Web most of the information you’ll find is open ended and leads directly to a sales page. Yes, if you want to find out what Attraction Marketing actually is and whether or not you need it, apparently you have to pay for the privilege. Perhaps the ‘attraction’ in attraction marketing is the fact that it seems like some deep dark secret!
But after spending some time with my spy glass and secret decoder ring, and hacking into a few Double Top Secret websites, I’ve found that the only big difference between Attraction Marketing and any other marketing method is that you have to pay to learn its secrets. Why bother? Put you money away. I’ll fill you in…
The concept of attraction marketing was developed as a means to create a strong downline for those involved in multi-level marketing. Multi-level Marketing, sometimes referred to as Network Marketing, is a system where you generate income based on your sales and the sales of the people you recruit to work under you. Mary Kay Cosmetics is a good example, and thousands of MLM networks have been created for online marketing opportunities, as well.
However, marketing is marketing, and the basic tenets of attraction marketing can, and should, be applied to any type of online business:
Create Value: One of the principles of attraction marketing is that you should make yourself seem valuable, or an authority, to those people you’re recruiting so you can attract more people to your downline. That same principle applies to the readers of your blog or the visitors who come to your website. They are your ‘downline.’ You need to provide more than just average information. You need to give them more than what they’re looking for. You need to provide content that immediately lets your reader know that you’re an authority on the topic and they can trust you to lead them in the right direction.
Promote your brand: Obviously, since they’re directed toward Network Marketers, attraction marketing methods concentrate a good portion of their efforts on promoting their brand. Again, this is something that any online business person needs to focus on. You’ll need a website with an attractive design, a logo to increase brand recognition, an opt-in form to encourage loyalty, a Fan page or Twitter account with your logo at the top – all the things we normally associate with online branding.
Build relationships: Again, the information you do find on attraction marketing is geared toward building your network of recruits, which is the same thing as building a following for your blog. In any type of online business it’s important to concentrate more on building relationships than it is on selling. You do this by providing valuable content, by engaging your readers with polls and surveys and videos, by over-delivering on your promises. You take the time and do the research to find out what your visitors really want and need and then you over-deliver.
Use funded proposals: In attraction marketing jargon they call it ‘funded proposals’ and they tell you to use this to generate cashflow while you’re building your business. All they’re really doing is using email marketing to capture leads and generate sales, so don’t let the jargon fool you. It’s definitely not some deep dark secret that you need to pay for. The difference is this: In network marketing it’s important to start building your downline as soon as possible. But you may not be generating enough business with your own sales yet, so you use email marketing to provide valuable guidance to the members of your downline and every now and then you suggest that they buy some piece of software or some product that will help them improve their business. Sound familiar? You got it! It’s the same with your blog or website. You send valuable content to your followers, giving them advice and information, and every now and then you suggest that they buy something.
Use automation: The folks pushing the attraction marketing products also recommend that you use automation to scale your business. Nothing new there, either. According to them, if you want to be successful you’ll automate everything – your content, your emails, your ‘funded proposals’, even your learning. This is no different than automating your blog content and emails with RSS feeds or scheduled content, and all they’re talking about with automated learning is having a weekly training session delivered directly to your email inbox – something you probably have to pay for and which probably falls under the heading of ‘funded proposals’.
What is attraction marketing and do you really need it? You might get a few extra tips specific to the MLM marketplace and creating a downline. But for the most part, it’s just your basic strategy for any website – concentrate on quality and content and the rest will take care of itself.