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Attraction Marketing

by Magdi Mikhail

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Maybe you've heard the term before; maybe you're just looking for a new way to market your product. Either way, attraction marketing is an excellent innovative marketing technique that does not try to sell the product to the buyer. The truth is that people are sick of selling things, and people are sick of being sold things. The more insistent you are that they buy it, the more they don't want to buy your product. Traditionally, you would make cold calls or advertise to find leads. Then, you see how interested those leads are, and you present to those interested members, trying to prove that your service is the best and better than any other in the business. Your agents are trained to be even more persistent if the prospect is resistant to your selling, but persistence is not always the answer. More selling equals more resistance, until your insistent agent has convinced the prospect that he or she does not want to hire you. Now, we don't want that, do we? Attraction marketing is the answer.

People are sick of being sold to because nowadays there are so many scams, make-money-quick schemes, and other types of little schemes that prey on people's trust and therefore totally destroy it. Now, people are wary of sellers. They feel manipulated by sellers, and tricked into believing something which isn't true about the product-thus, they feel like they can't trust sellers. However, people like to buy things by nature, as long as their shopping experience is enjoyable, so the more fun you make their shopping time, the more likely they are to buy your product-this is the basis of attraction marketing.

What, exactly, is fun shopping? Well, let's take a look at the local clothing stores-Old Navy, for instance, has mastered attraction marketing. The store is well-lit and comfortably air-conditioned or heated; it has clean floors, many different sizes for each piece of clothing, and even soft music playing in the background. But there are no nosy salespeople trying to push you to buy; nobody objects when you just don't want to have that sweater that's on sale today. Instead, they thank you when you leave the store and say they hope you'll come back. Which you will, because the shopping experience was enjoyable. Old Navy stores do not focus on getting sales in the moment-they try to get customers for life. That is the essence of attraction marketing. Online, Amazon.com does the same thing-they personalize their website, remembering what books you visit so that you have personalized advice when you come back to visit, and so you go back again and again because of their brilliant attraction marketing. Even if some books are rated poorly, they still tell you the reviews, because they are there to help you, not to convince you to buy.

Your aim in attraction marketing should not be to sell whatever service or products you offer, but to educate the buyer, share your knowledge, and tell them all you know about the industry and its products. Try to find their frustrations and alleviate them by describing your experiences and your ideas. Have an online website that is clean, organized, and clear. Make the shopping experience pleasurable-that is attraction marketing, and it works.

© Magdi Mikhail, All rights reserved.
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Submitted on 07/16/2008

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