In a world where people are generally free to decide on what to buy, where and how many, it may seem a little strange that there are still salesmen hanging around. Their role is quite simple: persuade, convince, cajole or even pressure the buyer to: a) make a purchase immediately, b) avoid buying a competitor's products and c) purchase an item the customer may not otherwise buy on his own. Thank heavens for attraction marketing! These days, there's no need for business owners, including you, to hard sell and earn the ire of your customers.
What exactly is attraction marketing?
Attraction marketing is a type of promotional and marketing activity that aims to search for, target and attract high quality customers and prospects. It is the newest trend to hit the internet marketing industry and is currently being applied by increasing numbers of e-business owners, marketers and entrepreneurs.
The main goal of attraction marketing is to obtain and ultimately retain a customer for life.
How does attraction marketing work?
Psychology has a lot to do with attraction marketing. Instead of asking the business owner to focus on selling a product with the purpose of earning, attraction marketing instead encourages network marketers to provide a solution. To do this, a marketer not only has to provide the product that the customer needs but also offer correct and appropriate information. This must be offered for free or at least for a low cost.
The goal here is not merely to sell to a customer but also to build a relationship with them by gaining their trust. This relationship can then be sustained through periodic exchange of communication or information related to the product or service that the customer needs.
By doing so, the customer becomes an integral part of the business – a partner for helping the marketer or business owner learn about his business, its main selling points and areas for improvement. The business owner is also able to communicate with his customers on a more personal level.
In the end, it becomes a win-win situation for both the business owner and his customer. The customer takes advantage of an improved product or service while the business owner gets the benefit of a loyal patronage from the customer.
What kind of medium does attraction marketing usually use?
Attraction marketing may be applied in many ways. Probably the easiest is through the use of online resources. A marketer or business owner can use online tips, FAQs, advice, e-newsletters and product recommendations to maintain a relationship with his customers. A business owner has a choice among commonly used media such as text content (such as those found in blogs), audio and video.
Since customers have more reasons to browse a business owner's site, this significantly extends the period that a customer spends exposed to other services and related products that he might find useful or interesting. This, in turn, increases the likelihood that the customer will purchase more.
Is attraction marketing costly?
Attraction marketing can be surprisingly cheap, depending on the type of techniques or media used. It only becomes expensive if a marketer chooses to employ cost-heavy methods such as purchasing leads or spend on professionally-produced videos and audios.
However, many techniques commonly used with attraction marketing don't have to cost a lot. Website maintenance is relatively cheaper compared to more traditional means of promoting or advertising a product. Content that customers will ultimately use from the business owner's website can be produced for free or for a relatively small cost.
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