Attraction Marketing, Why It Works And When It Doesn’t.

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An Exercise In Understanding Attraction Marketing:

Close your eyes and picture a completely white sheet.

Now imagine a bold, black spot in the middle.

Now imagine a bold, black spot in any corner.

That black spot is clearly evident regardless of where on the sheet it is isn’t it?

Now picture and completely black sheet.

Now imagine a bright white spot anywhere on the sheet.

If your imagining skills are not up to snuff you can always do this on your computer or some paper but the point is that when you have an entire field of one particular characteristic, in this case either all white or all black, and then you put into that field just one item, even if it’s a very small item, which is in direct contrast to that field, THAT item is what attracts one’s attention.

I would be willing to bet that if you took a completely white canvas and put a 1-inch-wide black spot on it somewhere and then you asked 100,000 people to take a look at it and tell you what it is a picture of I’d bet all 100,000 of them would say something like, “It’s a black spot”.

I think you’ve got the point.

Attraction Marketing In Real Life

Now lets imagine ourselves on Facebook or Myspace or Twitter, etc.

Every fifteen seconds you have a different person coming along, Twiting (Tweeting?) or emailing along these lines:

“This is the best opportunity ever. Must see. Click link!“, or “Revolutionary New Compensation Plan and Unbelievable Product!“, or “Ground Floor Opportunity…!“, and so on and so on.

You get pitches like this over and over and over for months and months and months and then one day someone comes along and instead of pitching you on their business like everyone else has been, they say, “Hello Alan. You probably won’t be interested in this but I have been using this system for a couple months now and I have actually been generating between 6 and 13 leads every single day since I started doing it. Well, there was one day, two Sundays ago when I only got 3 that day….Not sure if it would work for you but I thought I might be something I should at least let you know about as I see you are involved with Such And Such Company. I had met some other people with Such And Such Company and I know one of them, his name is Joe Schmoe, he started using the same system and it’s only been about two weeks but yesterday he got 9 leads and the day before he got 6. If you had any questions about it I’d be happy to help to see if it would help you build your Such And Such business. No big deal. Let me know Bro. Thanks.“.

Wow! What a difference! This is the black spot on the white canvas of spammy MLM pitches.

You with me?

So THAT is why Attraction Marketing works. Because it is so different from the field in which your attention is directed that you cannot help but have your attention ATTRACTED to it.

Now let’s look at a situation where it doesn’t work so well.

Facebook today is a good example of this.

Go ahead and join about 100 groups which are MLM-type groups. Join an Amway group and a TVI group and a Numis group and so on.

Just join a whole bunch of them and wait a few days then check your in-box.

You will see this one about 10 times: “How to generate 20 leads per day on Facebook!”
And, “Generate 1000 leads per day using this system!”
Or, “I can help you build your MLM business!“.
And so on.

An inversion occurs here. There is a point either in history, in an industry or within a particular medium where the whole “Attraction Marketing” thing becomes the general field and thus one particular offer of help no longer stands out as the focal point and thus it does not attract one’s attention.

This is where Attraction marketing does not work as well.

Now a point could be made that many of these folks are not really using attraction marketing because all they are really doing is pitching in the same fashion that they were before only now they are pitching some lead generation system instead of their primary business. Thus, the system becomes the thing being spammed and over-pitched. I would tend to agree with that viewpoint. And I would also add that there is a far cry between real attraction marketing being done by one who has mastered it and that there is really more to true attraction marketing than this type of pitchy thing I have been describing. However we are just looking at the initial approach on this thing at the moment.

It isn’t that significant. For the average Joe, what you are trying to do is to give him a “black spot” to focus on in order to attract his attention. And yes, you may have the biggest or most symmetrical black spot and your black spot may even have some glitter on it but it gets awfully hard to see that spot when it is being drawn on a canvas which is already covered entirely by black spatters and splatters and other black spots.

Logic then would dictate that in a medium where nearly all the communication consists of offers about how to generate leads or build one’s business, that the one who will attract attention will be the one doing something different. In such a case the one guy out of 1000 who is still pitching his primary business would have an advantage because he would stick out as the while splatter on the canvas now covered in black.

Just one of my observations about this funny thing called Attraction Marketing.

Truth About Attraction Marketing For Your Business And Mine?

Truth be told I have been using a fully-brandable attraction marketing system which not only has allowed me to generate a very steady flow of hyper-qualified leads (Prospects actually call me to introduce themselves if you can believe that! Yeah, I know, it’s freaky.), but which has also provided an invaluable resource for learning various marketing strategies– strategies currently in use and proven effective in our current market.

One of the things of the most value for me in this system was in learning about affiliate marketing and how to create profits from the 90% of prospects that say “No” to your opportunity. This has been most profitable. Something worth your time to look at if you are starving to death trying to build your business.

-Alan