Attraction Marketing is more critical on the Internet than just about any other place. The one exception may be a subway. Let me explain.
In 2007 the Washington Post conducted a classic social test. A world-class violinist named Joshua Bell played in a Metro station for 45 min on a violin valued at $3.5 million wearing jeans, a baseball cap and sneakers. What do you think happened? Only six people stopped to listen for a while, not a single person applauded and he pulled in $32 dollars. A couple days prior he had performed for a sold out crowd where tickets began at $150.
What does this story teach us about attraction marketing on the Internet? A whole heck of a lot:
1. Free is not attractive – Visitors naturally place lesser value on free content it even if it is a exceptional high quality.
2. Sloppy is not attractive – Appearance does matter. A professional header, site layout and opt-in box will make an enormous difference in your conversion stats.
3. Who finds who is SUPER important – This is the essence of Attraction Marketing on the Internet. Did you go looking for the prospect or did they come to you? The party doing the looking will immediately value the information (or the music) of the person being sought after because they requested it. This is a wholly different style of marketing and the power resides in the directionality of the relationship.
An example:
In my business as a network marketing mentor, attraction marketing determines everything I do. Ask yourself, how attractive is a mentor that seeks out students? Not very huh? A mentor is only viewed as valuable if the student does the makes the first contact. Same goes for consultants, coaches and business advisors of all sorts.
If you work in one of these fields, make sure that lookers on the Internet can find you quickly. And not just in one place, you want searchers to find you in EVERY place they look. Google search, directories, articles, blogs, social media, etc. If you are everywhere online, you are highly attractive to them.
It all boils down to this:
Attraction Marketing on the Internet is all about being found and then demonstrating knowledge that fixes their most vexing problems for free to cement the relationship.
Have fun and be yourself and you will attract others.
P.S. Hope you never pass by another street performer without stopping to hear the music!
