John F. Kennedy’s statement “A rising tide lifts all boats” perfectly describes the boom years of the economy. Throughout the ’00s you really didn’t have to do much to have an OK business. But what about in today’s receding tide? Fortunately the recession won’t take all boats down with it — only the leaky ones. Use attraction marketing to build your business, especially in tough times. Start with these three strategies.
#1 – Communicate with your customers more.
At least once a week email everyone on your contact list. Remember: don’t make it just about selling them something. Your customers and prospects enjoy articles, free tips and other interesting content. One concern business owners have is sending too many emails. If you’re sending valuable information, people appreciate it. There are always some who will leave your list – and most likely they wouldn’t have bought from you anyway. By contacting your mailing list frequently you make your attraction marketing more powerful.
Some businesses also use postcards effectively, sending one every 4-8 weeks. Be sure to promote something interesting each time: a special sale, a limited number of free consultations. You can also direct people to your website to pick up a free special report or watch a video of a happy customer using your product.
Set up a regular schedule for Facebook and Twitter. I recommend one Facebook post and 1 Tweet a day to start. Sometimes it’s confusing to begin social networking. Get your bearings by creating accounts and then simply watching for a while. Remember the #1 rule of social networking: it’s not about sales, it’s about relationship. Soon you’ll be comfortable with it.
If you don’t have a mailing list, now is the time to start. The list is one of the top assets of any small business. Without a list, you can’t maintain a growth strategy through attraction marketing. Wondering how to start? Writing articles – just like this one – is an excellent list-building tactic.
#2 – Add more value. Instead of offering the same old stuff, innovate. Look for ways to shake things up in all your services and products.
Coaches: now is the time to add teleseminars and information products. Product businesses: now is the time to add training or coaching to help customers use what they buy. Service businesses (office cleaning, pet-sitting): give your customers something extra – create a tip sheet or simple newsletter. Stand out from the me-too businesses. That’s very attractive to success no matter what economy you’re in.
Also look for ways to leverage relationships with other business owners. In the brick-and-mortar world, complementary businesses often team up. For example, your wine shop might offer tastings with cheese and crackers from the gourmet store down the block. My life partner’s art print and poster store sells framing and has the work done by a framer in another part of town.
Online businesses can also use leverage. I created an audio set on Law of Attraction marketing from a series of interviews with other attraction marketing experts. It only took 6 interviews to create a product. Everyone who participated in the interviews promoted the product to our mailing lists. Talk about the power of leverage! Make a list of experts you could interview to create a valuable collection of interviews your customers would want to own.
#3 – Use your personality when you promote! Luckily for us small business owners, we aren’t required to act distant, like the typical large corporation. Thank goodness! It’s possible to be quirky (but business-like) – and it’s a lot of fun. Open up and tell your customers that you spend weekends riding your Honda Gold Wing. Talk about your favorite charity, the local animal shelter. Or express your enthusiasm for restoring antique furniture. It’s great to write about your vacation, your parakeet, your hometown, your kids.
In all of your promotions express your passion for the business you created and let people know why you’re in business. Develop a compelling story that you tell often — stories have the power to draw customers in. When times are tough, people want to do business with people they know. Express who you are.
Tips: 1) Avoid giving too many personal details. 2) Go easy on politics, religion, or other areas of potential controversy. 3) Use personality as a condiment or side dish, keeping your customers’ attention solidly on the main course – your product or service.
Here’s how to take the next step in attraction marketing for small business success Get your free copy of Andrea Conway’s special report Secrets of Attracting Prosperity in Hard Times