Sep 21, 2017
This week on the syndicate we will be talking about the
idea of Attraction rather than promotion and why most of us are
missing the real opportunities for personal branding, market
influencing and most importantly community growth.
Attraction Rather than promotion - I was first introduced to
Article HRExaminer - John Summer
Marketing, when executed effectively, is all about making the
prospect of doing business with you so attractive that the normal
dynamics of promotion become inverted...
The problem with promotion as a development tool is that it
makes people want to run away. Promotion, as demonstrated by the
surprise demonstration, introduces the ‘prospect’ to a strange
thing and asks that s/he consider it without regard to schedule,
quality or need. The presence of fear in promotional tools is
precisely the reason that cold calls and direct marketing
approaches have such low rates of closing. When you reach out cold
to a prospect, your batting average falls rapidly.
Attraction, on the other hand, gradually and interestingly
introduces the prospect with no threat of immediate sales pressure.
Usually, attraction oriented tools and processes give the prospects
something of value well in advance of the sales pitch. Advertising
is much more about attraction, through increasing brand awareness.
Advertising takes time and focus. It operates on different rhythms
than the direct approach. It is friendlier with a relaxed pace.
Community development is an even longer path.