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The Attraction Marketing Concept

Have you heard of the term “attraction marketing” along your travels before? Many people have come across this concept and tried to implement it into their business, unfortunately with little to no results. In today’s post, I’ll be taking a closer look at attraction marketing in the hope that you can yield some positive results from implementing the concept into your online business.

How cool would it be to have prospects lining up to get at what you have to offer, instead of having to chase them for their cash? That’s what attraction marketing is all about, it’s simple, yet very effective strategy that can elevate your business onto a whole new level.

Attraction Marketing Concept:

The concept of attraction marketing begins when you lead with value, instead of with your products, business or opportunity. Your goal is to position yourself as an expert when people come searching for what you have to offer. You then aim to provide value to that person above everything else.

People come online each day in search for experts, mentors and/or authority figures. When you came online to make money, did you search for an authority figure to learn the ropes from?… it’s called mentor shopping. You need to position yourself as a leading expert in your field and have people searching for what you have to offer. The truth is though, attraction marketing is a skill that must be learned, but, if you do put the time into learning and implementing this approach to marketing within your business, you will skyrocket your income with very minimal effort.

The Basics of Attraction Marketing:

The basics are pretty straight forward in theory. In practice though, it can be a little tricky for most marketers, simply because the whole concept of giving value before looking for anything in return is alien to them. Your number one goal should be to ALWAYS provide your prospects with value. Anything else is just going to get in the way. Think of all the big name marketers out there at the moment. Are they providing value? Are they fulfilling a need? Are they experts in their niche? Do they over deliver? Have they got raving fans willing to buy their next product as soon as it’s released?

When your goal is to help people get what THEY want, you will see the very same thing being attracted into your life/business. If I sell a crappy product, I can be sure that customer is not coming back. If I give advice that’s useless and helps no one, I can be sure I will not be attracting people to come listen to what I have to say. I know this all sounds very simplistic, but let me tell you, most marketers out there are looking to make money. Their goal is nothing more than that… and they’re failing big time.

I would much rather give incredible value away for FREE to help people get to where they need to be. Only then can I expect them to come back to me for more advice/services further down the road. Think about the power of this. People are naturally attracted to authority figures and people they know can help them. This is why attraction marketing is very important in your online business. If you are just like every other marketer out there selling products, you will find it very difficult to rise above the noise and stand out from the crowd. You MUST have people searching for what you have to offer, instead of YOU searching for them. Imagine that, having people actively searching for what you have to offer… what a contrast to how I see so many others doing it.

If you provide enough value to people they will come back, tell their friends/family and share your stuff within their social communities. People love to buy stuff, they just hate being sold to. Just give them what they want and over deliver every time.

Important: Attraction Marketing is NOT just about providing great products to your prospects. It has a lot more to do with “YOU” as a person. You need to be a person that others are attracted to. Like I mentioned earlier, people look to authority figures for guidance. You must position yourself as that authority figure. If people trust you, they will listen to you, follow you and buy from you over and over again.

Winning Marketing Concepts Made Easy!

There’s nothing more vital to having a successful winning product that will improve your bottom line than having a winning marketing concept. All too often, products that have been promoted and hyped as being the “next big thing” have fallen on their faces because of having a poor marketing concepts. An example the author mentions of a product that got the ide If you are interested in improving your product’s image and increasing your sales, you owe it to yourselves to get, read, and study Martha Guidry’s latest book, Marketing Concepts That Win! One of the best aspects about Marketing Concepts That Win is that Guidry provides excellent examples and case studies throughout her book, and she offers tips, tools, and useful advice to help her readers refine the concept they’ve come up with so that potential consumers identify with the product more. For instance, Chapter 8, “Reason To Believe,” gets into the importance of the reason to believe, or RTB, to a product’s promise to the consumer.

RTBs are often built up over time, and it’s basically a combination of the branding of a product and its motto or other aspects of a company that have stood the test of time and which the public associates the company/product with. RTBs make the public look more favorably towards a new product companies come up with based on a belief system about the company’s track record and branding over the years. What the author terms “brand equity” plays a substantial part in this development of RTBs, as with Smucker’s slogan “With a name like Smucker’s, it has to be good,” or Apple’s image among consumers as being “hip, cool, easy-to-use,” and having “innovative approaches to technology.”

Chapter 4 goes into what the five basic elements are that comprise a concept: a headline, an ACB (accepted consumer belief), it’s benefit to the consumer, the RTB, and an effective wrap-up. It’s a very useful and informative chapter that analyzes what elements make the difference between a good concept and mediocre ones. With Martha Guidry’s guidance, you can learn how to formulate the concepts to sell your products to the widest audience possible.

What are some of the other topics that the book covers? The author takes her readers from the beginning stages she discusses in Chapter 1: Concept Development, to formulating an outline of a concept, to what she calls in Chapter 5 “CleAR,” thinking being the way to come up with the best concepts. The letters refer to “the intersection of three critical areas: content, language, and relevance.” Guidry goes into the importance of each off these three concept elements and how, when they’re effectively combined, they make the overall concept a stronger one that resonates more with consumers.

Marketing Concepts That Win! combines the knowledge of more than fifteen years’ worth of experience that the author has had in brand management, concept development, and research experience. Martha Guidry has walked the walk, having spent six years in consumer marketing for Procter & Gamble and Hasbro. She’s developed concepts to help launch new products for companies such as Arby’s, DuPont, Bush’s Beans, Amway, Pizza Hut, and Dial. If you are interested in marketing and branding your product more effectively, and want to develop a powerful concept to sell it, I urge you to check out Martha Guidry’s fascinating book today!There’s nothing more vital to having a successful winning product that will improve your bottom line than having a winning marketing concept. All too often, products that have been promoted and hyped as being the “next big thing” have fallen on their faces because of having a poor marketing concept. An example the author mentions of a product that got the idea of having a good marketing concept right is McDonald’s McCafe, that has successfully competed against brands such as Starbuck’s. If you are interested in improving your product’s image and increasing your sales, you owe it to yourselves to get, read, and study Martha Guidry’s latest book, Marketing Concepts That Win! One of the best aspects about Marketing Concepts That Win is that Guidry provides excellent examples and case studies throughout her book, and she offers tips, tools, and useful advice to help her readers refine the concept they’ve come up with so that potential consumers identify with the product more. For instance, Chapter 8, “Reason To Believe,” gets into the importance of the reason to believe, or RTB, to a product’s promise to the consumer.

Your, I Mean YOUR Marketing Concept

Let’s start with a definition:

Management philosophy according to which a firm’s goals can be best achieved through identification and satisfaction of the customers’ stated and unstated needs and wants.

OK, it sounds rather clinical but it’s a pretty simple concept. Easy to understand but not so easy to implement. Every business is different and needs it’s own marketing concept. My marketing concept will not work for you because of many factors. Considerations to be made in every business include:

  • Your location.
  • Your products.
  • Your customers.
  • The time of year. (or month, or season)
  • Your competition.
  • If you are a physical location or an internet business.
  • Your budget for marketing.

Your marketing concept must take these points into consideration. Answer these questions and you’ll have a good grasp on what you need to do.

  • Your Location.

Particularly if you have a brick and mortar location, you need to know your area. Are you in an urban or rural location? What is the population of the area you want to serve? Are your potential customers willing to travel to where you are to buy what you offer?

  • Your Products.

What a your products and/or services? What sells best? What has the biggest profit margin? What is your “signature” product? What product or service is unique to you and your business?

  • Your Customers.

This is the most important item to consider for your marketing concept. We could spend hours talking about knowing your customers but for our purpose, let’s consider a few questions to answer. Are they mostly male or female? What is the average age of your best customer? Where do they live? What is the average income of your ideal customer? Write a paragraph or 2 describing your ideal customer. Do people shop online for the products that you sell? Are your products and/or services considered a luxury or a necessity? If you live in an area that is experiencing high unemployment, will people still be interested in your offer at the price you are asking? These are just a few questions to be answered. Given your particular situation, I’m sure you will come up with more.

  • The Time Of Year. (or month or season)

Many business marketing concepts have to take into consideration what time of year it is. Take for instance where I live. Here in Northern Michigan we live in an area that depends on tourism. In the summer we see a great increase in population and many businesses rely on good summer sales to make them profitable for the entire year. In another town, Frankenmuth, Michigan, much of business there is related to the Christmas season. (If you’ve never been to Frankenmuth, you owe it to yourself and family to make the trip. Especially to see my old buddies Kevin and Ron Kern at Kern’s Market!).

  • Your Competition

Knowing your competition is key to your success. What are your differences? Are your prices in line with the others? (Not that price is the most important factor, but it puts you in the game to be competitive.) Is your customer service better than theirs? If not, what changes do you need to make? How close are they to you? Do you compete with them or do they compete with you??? Think about it!

  • Physical store location or an internet business.

Depending on your focus, either or both can be very successful if you plan it out. Here are some questions. Is you store location easy access to walk by traffic. Does what you sell rely on impulse buying? What is your parking situation? Is it easy to get in and out of your store and does it have good handicap access? Do your hours of operation match with your customers shopping habits? Does your store have a public bathroom? Is the lighting good?

If you run an Internet business, how are your skills at SEM and SEO? Do you use WordPress for your website? How are your writing skills?

  • Your Marketing Budget.

Important here is, make a plan and follow it. Nothing will kill a great business quicker than poor funding. One of the great things about an Internet business is that it can be started and run on a shoestring, this isn’t meant to discourage you from a brick and mortar business, but it is the truth. Anyway, Questions: What is your largest funding source? Who do you have to answer to, if anyone, before spending money on marketing? How much does it cost for a Yellow Page ad? Is that where your customers find your products? Other places to advertise can be: local newspapers, Craigslist, Google AdWords, radio (can be a great source), TV, word of mouth (the BEST if your existing customers love you!) and some other things coming up that can really change the marketing game and give you the advantage you deserve.

This article is meant to get the old inventive juices flowing and I’m sure you can come up with many more questions to answer. As always, the more you learn, the better chances for the success you want. America is still the BEST place to be when it comes to business start up (and for everything else). Time to build your dreams. YOU CAN DO IT!