Blogs are great Attraction Marketing tools
Attraction marketing is all about focusing upon creating customers instead of focusing upon creating sales. On the surface it may sound like a "chicken and egg" kind of conundrum, but actually your choice of which end of the marketing spectrum you will direct your attention determines everything about your business.
If your focus is upon sales, you’ll create a different marketing message than if your focus is upon attracting customers. If your business is engaged in making a major sale (read more about major and minor sales in my book,“Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results
When you’re searching for attraction marketing tools, nothing can compare with the power of a blog to promote your business (Again, I’m assuming you are making major sales).
The thing is, when you’re using your blog as an attraction marketing tool, you can forget about becoming the biggest or worrying about growing your blog traffic. Steve Rubel writes on On the Devaluation of Traffic:
My Google Analytics account is my laboratory. And over the past year I have noticed a trend. Most of my traffic is from Google and they are largely passerbys. The same holds true for anyone who visits my site from Techmeme, Digg or even big blogs. A prominent mention in The Wall Street Journal a couple of weeks ago garnered me a whopping 40 visitors.
Ah… isn’t that what most businesses are looking for when it comes to web site traffic? A casual passerby who has found them via a search on Google? Then, the passerby will judge whether this business is a good "fit" for them… by reading a few posts and seeing what the author knows and how he/she communicates that knowledge.
Alexander Vanelsas writes in his post Newton’s Universal Law of Blog Attraction better than a Techmeme leaderboard?
The narcissistic way of ranking (who has the biggest..) seems less valuable to me than being able to see which blogs attract me and I am attracted to. Newton’s universal law of gravitation, which calculates the attraction between two objects seems perfect to tweak into a blog attraction formula.
I love Alexander’s definition of the quest for a top blog spot: narcissistic!
As a matter of fact, I’d go as far to say that narcissists are unable to make attraction marketing work. They’re too focused upon themselves to be able to devote any attention to the wants/needs/desires of their potential customers.
I have a client who has been blogging for about 6 months. His readership is EXTREMELY low… as in double digit figures. He kept asking me for a log analysis and I kept stalling… because 28 visitors a month is not going to encourage him to keep blogging. Here’s the great part… last Friday he got his first appointment from someone who identified himself as coming to my client because he was a blog reader.
Since my client is an EXCEPTIONAL practitioner of his craft AND is by no means narcissistic, I’m confident that his newest client will become a life long customer. After all, my client’s customer retention rate is incredibly high. However, the best news for my client is that he not only has one more client on his rolls, he also has another "missionary" so to speak. Someone else who will spread the word about my client and encourage others to begin using my client’s services as well.
That’s the power of blogging. When you’re making a major sale, trust is a HUGE issue. By blogging, you share yourself and begin building that trust long before and introduction is in order.
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