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This week on the syndicate we will be talking about the idea of Attraction rather than promotion and why most of us are missing the real opportunities for personal branding, market influencing and most importantly community growth.
Attraction Rather than promotion – I was first introduced to this idea?
Article HRExaminer – John Summer
Marketing, when executed effectively, is all about making the prospect of doing business with you so attractive that the normal dynamics of promotion become inverted…
The problem with promotion as a development tool is that it makes people want to run away. Promotion, as demonstrated by the surprise demonstration, introduces the ‘prospect’ to a strange thing and asks that s/he consider it without regard to schedule, quality or need. The presence of fear in promotional tools is precisely the reason that cold calls and direct marketing approaches have such low rates of closing. When you reach out cold to a prospect, your batting average falls rapidly.
Attraction, on the other hand, gradually and interestingly introduces the prospect with no threat of immediate sales pressure. Usually, attraction oriented tools and processes give the prospects something of value well in advance of the sales pitch. Advertising is much more about attraction, through increasing brand awareness. Advertising takes time and focus. It operates on different rhythms than the direct approach. It is friendlier with a relaxed pace. Community development is an even longer path.
