You’re in marketing for one reason: Grow. Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here. -Mark Schaefer
By Dionne Buckingham-Brown, {grow} Contributing Columnist
Maybe people are more expressive due to the pandemic because I’ve noticed a lot of “Law of Attraction” content on my social newsfeed lately.
But what’s interesting, is that all elements of attraction are thrown right out of the window when I open up my DM inbox. Of the dozens of messages I receive daily, few, if any, attract me to the products offered by the sender.
There seems to be an endless march of irrelevant, off-profile sales pitches that are more repelling than a swarm of mid-summer mosquitos.
It made me wonder why people were not taking Law of Attraction (LOA) to heart.
What if businesses embed the principles of LOA into the core of their marketing to actually find, attract, and keep their perfect customers?
Let’s look at this a little more deeply.
What’s with the Woo Woo?
The Law of Attraction principle isn’t new. There are three camps on this subject:
Believers – Who swear by LOA for having changed their lives in some way.
Denouncers – Who write it off as ‘woo-woo’ nonsense.
The Confused — Believers who don’t understand what they’re doing by spamming me!
I’m not going deep on the topic here but here is a common definition:
In the New Thought philosophy, the Law of Attraction is the belief that positive or negative thoughts bring positive or negative experiences into a person’s life. The belief is based on the idea that people and their thoughts are made from “pure energy,” and that a process of like energy attracting like energy exists through which a person can improve their health, wealth, and personal relationships. There is no empirical scientific evidence supporting the law of attraction, and it is widely considered a pseudoscience.
Yes … that is pretty woo-woo. But we can take a lesson away here about focus and empathy and apply it in a positive way.
Applying focus
Clarity of your message will help you focus on and bond with the right people. And the best way to gain clarity is to approach life from the perspective of your potential customers. Focus on the problems keeping them awake at night.
To provide context, questions might be:
- Are my potential customers frustrated, worried, or concerned because they have no plan or system for generating quality leads for their business?
- How does this show up as a problem for them on the day to day – are they wasting hours trying and failing to generate new business meaning there’s no revenue coming in?
- What are the consequences of them bringing no money into the business?
In this way, I am looking at a prospect beyond age, sex, and geography. These questions help me to see through my prospect’s eyes and have meaningful conversations.
Like attracts like
There’s nothing worse than showing up as desperate and needy in your business, even if times are tough.
Chances are you’ll attract exactly who you don’t want — Desperate, needy clients who give you no end of grief and make unreasonable demands of you and your time.
Worse still, you’ll repel the very people you want to work with.
Think about what valued traits are in the people you’d most love to work,and don’t settle for less.
Law of Attraction might be a little woo-woo but we can take some good from the philosophy to gain ideal customers for our businesses.
Dionne Buckingham-Brown is a UK-based consultant specializing in planning and execution in marketing, lead generation, and selling strategies for business growth. She’s also created a pathway to help working mothers transition to self-employment. Visit her website and follow her on Twitter.
Image courtesy Unsplash.com
