A Lamen’s View of Attraction Marketing

by Franco on February 23, 2008

Attraction Marketing- what it is and why it works.

We so love new jargon in . Whenever a new trend appears, we invent a clever phrase; a bit of jargon we can drop into conversations to show we are ‘in the loop’. Attraction marketing is the new phrase for an old idea that has re-emerged as a hot new strategy for online selling.

You don’t have to sell a customer who comes pre-sold.

You probably have a copy or two of the Yellow pages within easy reach. I bet you never just flip through it and read ads to wile away a free lunch hour. The book is simply a reliable reference that sits in a drawer until you need it. When you do need it, you open the drawer and look for some specific product or service.

The point is that the Yellow Pages doesn’t sell you on anything. You initiate the sale. This is the first attribute of attraction marketing- the customer initiates the sales process. Another good example is an auto parts store. While they are a store, they are also a source of reference for home auto repair. People seek them out for information as well as merchandise. They attract us to them by their very nature. Specific category (auto parts); information available for free (prices and advice); and customer loyalty (from past interactions); all these things attract us to them. They don’t cold call. They rarely have sales or send out direct marketing- they use attraction marketing.

Attraction marketing historically.

One final example– the traditional enclosed mall. A phenomenon of the mid-70’s that continues today, a mall was more than just a collection of stores. It was a place. They became a place to just hang out. A place to meet people. And malls encouraged this by providing free entertainment and events. This too is attraction marketing.
Enter the Internet. At first, it was simply a medium to exchange information. With improved graphics and interactivity, websites gained the same sense of place that malls enjoyed. People wanted to go to sites to meet other people, to have fun and to learn. Google became the modern Yellow Pages. Informational sites fulfilled the same function as the auto parts store. And business owners noticed.

Businesses using attraction marketing on the Internet.

The combination of information, entertainment and providing targeted products can give virtual stores loyal, repeat customers. These customers feel the same sense of place that an actual, brick and mortar store gives. This is what is all about. Getting customers who already need or want your products to come to your site as willing participants. They may come for information or another reason, but they are attracted. They aren’t pushed or prodded. They want what the site provides.

The percentage of sales per customer visit can be surprisingly low. With attraction marketing, you have filtered out much of the wasted advertising that a direct mail campaign might entail. Visitors self-select. These people are at least potential customers. But the Internet is worldwide. A small percentage of sales for the number of visits doesn’t matter if the number of visits is vast.

Attraction marketing pulls the customers to you. Customers who need or want the information, entertainment or services you provide. If you are selling cat clothes, you get cat fanciers. And, conversely, you aren’t wasting time talking to iguana lovers. And instead of you hunting them down, the cat fanciers come to you.
With these added dimensions, attraction marketing is a new bit of jargon that is here to stay. It will stay because it actually works.

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