How To Attract Clients Like A Magnet

Hannah Kramer
@success4hannah
masterattractionmarketing.net
Attraction Marketing

Have you ever asked
yourself…

Why aren’t more
people interested?

Why aren’t they
buying from me?

Why don’t my customers
tell their friends?

Lisa & Hamish Macqueen
Cleancorp
Meet the Macqueens

The Macqueens were
broke. They started
a business and needed
to grow sales

They used Attraction
Marketing to attract,
sell and wow
Cleancorp

They increased revenue
more than 54%
Cleancorp

They reached No 1 in
Google for their
targeted keyword
Cleancorp

They created
multiple campaigns
Cleancorp

And they got 30% of their
new customers through
referrals Lisa & Hamish Macqueen
Cleancorp

Creating a sales and marketing
strategy for your small business
can be daunting

Our Attraction Marketing model
provides a simple framework you can use
to attract customers, grow sales
and deliver a wowing
customer experience

The beauty of Attraction Marketing is the
simplicity of the framework, which can be
applied to any small business regardless of
industry or business model

When put into action, Attraction
Marketing will help you grow sales AND
give you more time to focus on
the things you love

Attracting customers starts with focus
because, let’s face it, most consumers
aren’t actively looking
for your company.

More often than not they’re looking
for a solution that satisfies a particular
need they have and will discover you
either by accident or because you have
a great Attract strategy in place.

Getting noticed in this noisy world is
critical for the success of your
business, but it’s not always easy to
get the word out. The best way to get
noticed is to start with a narrow focus

Define your ideal target by researching
their demographics, attitudes,
behaviors, motivations and favorite
places to hang out, both online and in
person. Then, start engaging with them
in a helpful way, but be sure to have a
way to follow up with them before
they leave.

Attract is comprised of three key stages

If you sell to EVERYONE
you sell to NO ONE

We all think “everyone’s going to
want my product!”. So, we try to
sell to everyone. But, that mindset
ends up costing you a ton of
money and provides little return.

• It’s too expensive to market to the whole world.
• Marketing messages don't resonate with everyone.
• Trying to be everything to everyone doesn’t work.
• Don’t try to sell everyone.

Instead you need to narrow
down your focus and Target
your customers…

If you are clear:
You have more effective
(focused) marketing messages

You can more effectively find
customers of that type

You can design products and
services to meet the needs of
the right customers

You can increase Customer
Satisfaction, and Referrals

Find your customer’s
demographics and
psychographics

Demographics explain
“who” your buyer is, while
psychographics explain
“why” they buy

Now that you know who your TARGET is,
how do you Attract their interest?

In other words
“how do you get noticed”?

“We are the AUTHORITY
in our market. Thousands
of people see the value
in our content, and they
are calling us instead of
us calling them.”
Greg Harrelson
Century 21, Harrelson Group

Content marketing is
an effective way
to build and
demonstrate
authority.
You’re all experts in
your niche, just like
Greg Harrelson.

“We’ve grown our
Facebook page from
300 to more than
14,000 fans. We
CONNECT with our
followers online.”
Lee Richter
Holistic Veterinary Care

Now that you know your TARGET
and you attracted their INTEREST
… How do you collect LEADS?

The web form is the tactic
but without strategy…
it’s just a web form.
You need to go one
step further…

You need to
provide value,
to get value

You want to create
LEAD MAGNETS…

valuable information, insights, tips in
exchange for contact info so you can
follow up

“We have identified
three questions that
allow us to DIVIDE our
leads. This allows us to
spend our time only on
the most qualified and
interested ones.”
Heather Lemere
Salon Success Strategies

Meet Dr. Burleson
Dr. Dustin S. Burleson
Burleson Orthodontics

He had Difficulty getting prospects
to sign up for treatment, his
customer lifecycle was too long

He says: “List building strategies
have helped us surpass
8,500 contacts

“The customer lifecycle is much longer
than we initially anticipated, with
several leads staying in our nurture
sequences for months prior to
scheduling an appointment.”

“The leads who have been through
our nurture sequences after we
educated them are also
statistically more likely to say yes
to treatment”

Results: His Business Growth from
2009 to 2012 is in the millions,
making him a
multi millionaire

Sell is the second phase in the
Attraction Marketing model

Value plays a vital role in
influencing purchasing decisions
especially for small businesses
that can’t compete on price.

As a small business owner, you
must have a strategy in place that
makes your product or service the
obvious choice when they’re ready
to buy. This is your SELL strategy.

Getting started with your Sell
strategy involves three
unique stages:

Now that you have LEADS
you need to EDUCATE them.

Consumers will only pay attention to
you when they’re motivated to do so,
and the best way to gain their attention
is through interaction and education.

As you build out your content strategy;
consider how your message serves
your target customer’s basic,
psychological or self-fulfillment needs.

Then, build foundational content on
your website, blog, social networks or
other communication platform that
meets those needs.

Building trust is essential
and it takes time

NOT pitching
You’re EDUCATING
Be helpful and the money
will come

Connect with your potential customers by
EDUCATING them on topics they care about

“Our email messaging
is very personal and all
emails are written as if I
were sitting down to
Write an email to an
individual, never a list.”
Nadine Larder
Printer Bees

Now that your leads are EDUCATED
it’s time to provide the OFFER

To determine when to provide an offer
you have to understand your
target customer’s buying process

The best way to do this is to observe
past customers actions and create a
buying process map using past
customer purchase behaviors

Then, match your sales process to
their buying process

If you have a sales team or if you are the
entire sales team you’ll want to optimize
your resources so that you spend your
limited time with consumers
that are qualified.

Lead scoring is a great tactic to use that will
help ensure that you spend your time on
those high converting individuals

Regardless of your tactic, the most optimal
time to make an offer to a consumer is
when they’re evaluating options and before
they finalize recommendations

Offer?
Offer?
Offer?
Awareness Consideration Recommendation Purchase
The process of determining when to provide an
offer is specific to your business

Offer?
Offer?
Offer?
Start by understanding your segmented
customer’s buying process

Offer?
Offer?
Offer?
When in the past have they been most responsive
to an offer? Map this out on a piece of paper

Offer?
Offer?
Offer?
So you can determine the “optimal offer timing”
and then implement, test, evaluate and adjust

A helpful strategy is to use
a lead scoring process to
focus on high converting
prospects

Now that you know a little bit about the OFFER stage,
it’s time to CLOSE the sale

You’re establishing a relationship

It’s about excellence in delivery,
great communication and
establishing a lasting relationship

“With a small sales team
and hundreds of prospects
to track, AUTOMATION
helps keep any one
prospect from falling
through the cracks.”
Mario Guerrero
Modern Martial Arts

“Educate: News and
exclusive offers via email.
Our business depends on
reaching as many
prospects as possible
and converting them
to members quickly.

Offer: The typical
prospect will make it
through their trial
stage and convert to
membership
in two weeks or less

Close: We have set
procedures for how to guide a
prospect along at each step of
the way. We have phone
scripts aimed at getting
people to come in and try
us out with as little
resistance as possible, as well
as sales scripts that
guide the prospect into
signing a contract. With
hundreds of prospects at each
location, organization is key

Meet Casey Gaham
Casey Graham
The Rocket Company

He was running out of
money, 80K in debt,
desperately seeking
a solution
Casey Graham
The Rocket Company

His solution:
automation that makes
delivery, upsells and
referrals easier Casey Graham
The Rocket Company

His result:
925% increase in revenue
over 3 years Making him
a multi-millionaireCasey Graham
The Rocket Company

He became the 2014
Small Biz Ultimate Marketer
(ICON) winner
Casey Graham
The Rocket Company

In today’s economy, competition is
fierce. This means that you must
differentiate your business from those
of your competitors

If you’re not differentiating your business
based on price, you must differentiate it
based on value. The best way to do this is
by delivering a consistent Wow experience
to your customers each time you interact
with them

Wow is the third phase in the
Attraction Marketing model. Getting
started with a Wow strategy involves
three key stages

•Don’t just deliver. Deliver with WOW
•Go above an beyond to earn your
customer’s loyalty
•This doesn’t have to cost a fortune

How could you wow for $5?
• lottery ticket
• starbucks gift card
• discount coupon

Can you make it personal?
How about a…
Hand written thank you card

How about a… Note about the house
cleaner who cleans their home and
why he’s passionate about cleaning
homes (if you’re in the house cleaning
business)

How about a…
Magnet that features their dog (if
you’re in the pet industry, landscaping
or house cleaning industry)

How about a…
Bonsai tree with a message that you’re
excited to help them grow their business (if
you’re in the professional services industry)
And many more ideas

“With the use of tags,
we never send spammy
emails and only send
emails to those who
may be interested. ”
Laura Roeder
LKR Social Media

Determine how you can help your
target customers and provide a
solution. Your solution can be as
easy as providing tips and resources
related to their inquiry

Here are three ways to tactfully increase your revenue
while continuing to be helpful:
• Cross Sell: Customers aren’t always aware of the
perfect product or service pairings and may be willing to
purchase related items that enhance their experience.
• Upsell: Listen to your customers and try to understand
their needs. They might be willing to pay extra for special
treatment, warranties or monthly programs.
• New products: Remember to help your customers by
identifying things that will enhance their lives by
notifying them of new products or services.

You’ll spend less money marketing
to existing customers than trying to
attract new ones, so that’s why it’s
so important to wow them
from the start.

Deliver more than what you
promised in either quality, quantity
or by recommending something that
satisfies their needs

Leverage your strengths because
that’s what sets you apart from
your competition

Referrals are one of the cheapest
ways to expand your business;
wowing your current customers is
the fastest way to earn referrals

“We PARTNER with other
businesses who help us
spread the word to more
people than just through
our own efforts”
Tom Force
ICE Keytags

YOU’RE NOT ALONE – we’re here to help

Thank You
Thank You for watching
hannah@masterattractionmarketing.net
+1 845 729 7359
http://masterattractionmarketing.net

How To Attract Clients Like A Magnet

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