Nobody woke up this morning and said — “Man, I sure wish somebody would target me for some marketing today!” And yet, there it was — interruption after interruption — message after message — annoyance after annoyance. Because the truth is, most companies don’t care who they bother as long as it ends up in some percentage of sales—for them. This entire model is broken—and it’s just wrong. But what if you could attract exactly the right customers for your brand WITHOUT disrupting the rest? What if you didn’t need their personal data to do it? That is the premise of this course which teaches you the basics of attraction-based marketing strategies.
Funnels and the Principles of Attraction
Funnels only work well if done with empathy that measures the top of the funnel as well as the bottom. Customers are attracted to brands that are very clear about what problems they solve.
Why THEIR Story Beats Yours
People are fundamentally more interested in themselves than anything else. We want to be clear, not clever. Also good to own an emotion that will serve as our brand core.
Building Trust in a Trust-Free World
Most people don't trust a word companies say. One way to build trust is through earned media coverage. The job of PR today is to run the brand and leverage all categories of media to build trust at scale.
Balancing Your Marketing Mix
No matter how many tactics you use, make sure they share a single unified message platform. Less can be more in the marketing mix, especially if they start to miss you.
Measure Your Results
Before any program begins, decide how you're going to measure and how often. Try to measure REAL things like sales and new relationships and not vanity metrics including Likes, Shares and Impressions, etc.
- Learn the attraction-based marketing model and why it works better
- Understand the importance of having a clear, strong problem-driven story
- Learn how using a different messenger can affect the audience's trust of the message