So if you haven’t heard about it, the term Attraction Marketing is the idea that people will buy from those that they KNOW, LIKE and TRUST. It is a concept that has been floating around for quite a few years now and has really cemented itself in the industry of online marketing.
What is Attraction Marketing?
Lead with Value
At the crux of it, the technique is about attracting leads, prospects and ultimately customers by leading with value. You’re seeing it everywhere now. In fact, it’s one of the reasons we’re becoming so overwhelmed with information, because you can get SO much value for FREE nowadays. People are now so conditioned to being able to get anything and everything that they want at the click of a button, in an instant, for free in just about EVERY area of their lives that it’s almost become a requirement that you provide something of value at the outset to “earn” your right to communicate with your lead or prospect.
Once you’ve gained a new lead, it’s really about the rapport factor and building a relationship with the people you are connecting with, in our case it’d be our target market – you can learn more about building rapport with people in my previous blog posts ‘The Secret to Rapport Building Part 1’ and Part 2 This is where the likeability and trust factor comes in. Over time, as you build a relationship the people you are connecting with will inevitably begin to know, like and trust you.
- Know you because you’re regularly communicating with them
- Like you because you’re offering them FREE valuable information, and
- Trust you because the information you provide them shows a level of expertise in your specific area of interest.
What my 9yr old taught me about Attraction Marketing?
It works! Here’s why…
There’s this fad going around at the moment, of making bracelets, charms, characters etc… from small coloured rubber bands called loom bands (you probably already know of it). Anyway, as is typical with fun, creative, colourful stuff like this, my daughter is obsessed with it! She even recently recruited me into her ‘Loom Band Factory’ where I had to sort hundreds of multi-coloured bands into colour groups! (The things we do!)
Now, my daughter uses YouTube tutorials to make all of her creations. The funniest thing that I discovered was that there is only one particular Loom Band youtuber (tutorialsbya) that she will watch and if searching for a particular item to create (for example a figurine of the Disney Princess Ariel), if this particular tutor hasn’t yet uploaded a video for Ariel, she decides NOT to make that character and chooses to do something else instead i.e she will not seek out a tutorial of that character by someone else! How strange is that?
That made me wonder!?
Why does she do this? So I asked her!
In summary, the reasons are as follows:
1. ‘tutorialsbya’ was one of the first tutors she discovered so she has “known” her for a long time.
2. All of her videos are good quality and she “trusts” that when she watches them, she is not going to waste her time because she’s accidentally chosen a video that is of lesser quality that may step her through a process that comes out with a substandard end product.
3. She “likes” this tutor because there is a level of rapport that has been built over time in watching lots and lots and lots of her videos and concluding with a successful creation time and time again.
The #1 take away
Over and above all of the reasons in the list, I found out that there is one factor that outweighs the rest. My daughter says that the main reason she watches her videos is because she ONLY does tutorials on the EXACT things that she is interested in making (and nothing really that she is not interested in). So ‘tutorialsbya’ has (either knowingly or unknowingly) done a great job of providing specifically targeted information that is highly sought after by her audience, and not wasting their time with creations that won’t interest 6-12yr old girls.
In fact, I’ve even heard her at the end of her videos say “if there is anything you are interested in having a tutorial made up for, message me on fb / instagram / twitter etc… Clever girl!
What’s the lesson here?
I know, you’re probably thinking, this isn’t Rocket Science, and you’re right – it’s not but sometimes, we need a little reminder and I think this is a really good example of attraction marketing in action and when you break down what this girl is doing online, it’s really the epitome of the concept right there.
- leading with value
- building a relationship through providing consistent, quality, targeted content
- cultivating the Know / Like and Trust factor
I’ve yet to look into this little loom bander’s world to see whether she has an interest in optimising these efforts for monetary gain. That would be the final step!
Stay tuned for more info on creating and growing your own personalised brand based on your passions, purpose and life story and check out my book Time Money Freedom, How to get more of what you want in 7 easy steps.
Hit me up with any questions in the comments. Thanks for reading and please Like, Comment and share here on the blog or wherever you are reading this. Talk soon x