Remember the boom years of the ’00s? You didn’t have to do much to have an OK business. As John F. Kennedy said, “A rising tide lifts all boats.” But today the tide is definitely receding. Our tough economy won’t take all boats down with it - only the leaky ones. Attraction marketing can build your business - even in a recession - when you use these three strategies.
#1 - Contact your customers more often.
Contact everyone on your email list once a week at least. Remember, though, it’s not only about selling. Customers find value in tips, useful information, articles etc. Sometimes business owners worry about sending too many emails - they are afraid people will leave their list. If your messages have value, people like to hear from you. Except for those who most likely would never have bought. Frequent email contact actually strengthens your attraction marketing.
Some businesses also use postcards effectively, sending one every 4-8 weeks. Be sure to promote something interesting each time: a special sale, a limited number of free consultations. You can also direct people to your website to pick up a free special report or watch a video of a happy customer using your product.
Use Facebook or Twitter, and set up a regular schedule. Start with one Facebook post and 1 Tweet a day. Getting started with social networking can be confusing. Create your accounts and just watch what your friends and those you follow do for a while. You’ll soon get the hang of it. The #1 rule to follow in social networking is: don’t make it about selling, make it about relating.
Perhaps you don’t have a mailing list. Well, start building one now. Without a list you have clipped the wings of attraction marketing. The list is perhaps the greatest asset of any small business. It is irreplaceable. Not sure how to begin? Creating articles - like the one you are reading - is a popular and effective way to start.
#2 - It’s time to shake things up! Look for ways to innovate in all your offerings - and add more value while you do it.
If you’re a coach, add teleseminars or digital products to your offerings. If you sell products, add coaching or training that helps people use what you sell. If you offer a service, such as pet-siting or office cleaning, create a tip sheet or simple newsletter. When you stand out from the crowd you’re attractive to customers - in any economy.
You can also leverage relationships with other business owners. On Main St., businesses often team up. You’ll see a wine shop create tasting events with crackers and cheese from the gourmet store down the block. Or you find an art print store - like the one my life partner owns - offering framing that’s done by a framer on the other side of town.
Leverage is used by online businesses too. Example: I interviewed 6 other experts on Law of Attraction marketing and created an audio product from it. All of those interviewed then had a new product to offer our mailing lists. That’s the power of leverage. Nearly anyone can replicate this model and develop a product that customers love. Think about experts whose knowledge you can leverage.
#3 - Promote with personality! As a small business owner you don’t have to behave like a multinational corporation. What a relief! You can be quirky and still remain business-like. Why not let customers know that the local animal shelter is your top charity or that your favorite hobby is restoring antique furniture. Tell them that you love to take your Honda Gold Wing on weekend trips. Write about your kids, your vacation, your home town, your talking parrot.
Always let customers know why you created your business. Express your passion for it. Also create signature stories - and don’t be afraid to repeat them. Stories have tremendous power to attract people. Especially in hard times, people want to do business with with friends. Express yourself.
Tips: 1) Avoid sharing your views on politics, religion or other potentially controversial areas. 2) Be friendly but also be careful about giving our personal details. 3) Think of personality as a side dish - the main course is always your business, and that’s where to keep the attention of your customers.
Here’s how to take the next step in attraction marketing for small business success Get your free copy of Andrea Conway’s special report Secrets of Attracting Prosperity in Hard Times