Attraction Marketing Blueprint: A Delicious Analogy
This past Monday night, I was reading a network marketing forum that I occasionally go to
, and there was a guy on there who had recently bought Mike Dillard's book, Magnetic Sponsoring, but was having some difficulty with what exactly the broad concept of attraction marketing really means. It's something that, as an overall idea, is really easy to understand but in case you may be having some difficulty with it (or if you've never heard of attraction marketing before), here's a simple and quick analogy that you can use to share it with your team (not to be confused with the A-Team).
Imagine for a second that you just moved into a new house in across the country from where you currently reside. While you are hanging up some pictures, you hear a knock at the front door. When you open the door, you see a tall man standing there, with a big smile on his face, who introduces himself as your new neighbor, Jack. After a few minutes of small talk, Jack welcomes you to the neighborhood and hands you a small gift a container of best smelling BBQ you've ever seen.
Hey, I live in Texas so I couldn't say it was a cricket paddle or something like that.
A few days later, you're in your back yard trying to light the old gas grill you've had forever when you notice Jack is grilling away from across the fence. Bobby Flay would be jealous, for sure. Jack gives you a friendly wave and asks what you have on the menu, so you tell him you got some pre-packaged burgers from the store because you can't grill like he does. Jack laughs and says he has a pamphlet in his office: "5 Amazing Spice Rub Recipes That Will Make You A BBQ Champion" that you need to read. He gives you the brochure and you go back your pre-packaged cook out. Within a few weeks, your family is complementing you on your newly found BBQ skills.
Is it weird that I'm starting to get hungry?
Occasionally you notice that Jack is always tossing out a amazing "master tip" or "secret" on something related to grilling and BBQ, and you've also noticed some of your neighbors going to Jack with their grilling questions, so in the back of your mind you start to register Jack as the neighborhood "expert" on grilling.
The time comes when you're ready to get rid of your old rusty gas grill, and you decide to pick up something that will take your new BBQ skills to the next level. The only thing is that you're not exactly sure what to buy and where to buy it since you're new to town. That's when your sub-conscious says, "ask Jack."
So you find yourself doing what you've seen many of your neighbors have done and you go next door to Jack's house hoping he can give you a few tips.
"Hey Jack, I'm looking to buy a good quality grill like you have, and I was wondering if that you could give me an idea of where to go?" Jack smiles at you and says, "Sure." He reaches into his front pocket, pulls out a blue business card and gives it to you.
What does the business card say? To your shock and amazement, the card reads, "Jack's BBQ Warehouse".
Do you see what he did here? Jack has been practicing attraction marketing from the start:
* The BBQ as a housewarming gift
* The pamphlet
* The free advice
* Teaching his neighbors to establish himself as an expert
Jack nailed the basic ideas that are talked about in Magnetic Sponsoring, and he isn't even an internet marketer!
What if Jack had prospected you the very first day trying to tell you about his BBQ supply store? My guess is that you might not have ever done business with him if had he tried to "prospect" you from the very beginning, or at least the relationship with him would likely have not have been the same.
Would you say that's accurate?
The whole idea behind attraction marketing is to give real value to a qualified group of people over a period of time. When you can anchor your value as an expert in your "neighborhood" (Twitter, YouTube, Your Blog, Facebook, etc.) by giving valuable content to your audience and allow a little bit of time to work in your favor, you will eventually standout in the mind of your target audience as a trusted expert. Once you have the PRINCIPLE mastered, it doesn't matter what exact method you use to share your value to your audience.
Attraction Marketing Blueprint: A Delicious Analogy
By: Brian Rakowski
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