The ABCDEs of Sales and Marketing Start With Attraction

The key to maximizing your attraction/appeal with your marketing is understanding physics: magnets repel as strongly as they attract.

In other words, you need to choose who to lose.

For example, let me get your opinion on a few people...

• Tucker Carlson
• Joe Rogan
• Elon Musk
• Donald Trump
• Howard Stern
• Rachel Maddow
• Kamala Harris

Are you ambivalent about any of them?

People love them or hate them. There is no in-between.

Joe Rogan landed one of the biggest podcast deals in history with Spotify.

Howard Stern has been one of the highest-paid people in radio for decades.

So I'd say they have a lot in common. They...

• are the leaders in their respective spaces.
• Do not compromise their beliefs.
• Do not apologize for who they are.
• Know to whom they appeal.
• Know to whom they do not appeal, and
• Cater to the former and ignore—or ridicule—the rest.

In other words, they

Choose who to lose.

We cannot win 'em all.

We cannot make everyone love us or what we do or how we do it.

As soon as you embrace that fact of business and of life, you can get on with growing your business and living your life as you see fit.

To grow your business, you must master The A.B.C.D.E. Sales & Marketing System™.

It starts with the A: Attract/Appeal

There are levels of attraction. Let's look at one scenario: getting a website visitor.

How do you get one specific person to your site?

Well, WIIFT—What's In It For Them?

What action do you want them to take when they get there? (Yes, you can retarget them—and you should—but when they visit without buying or opting in or scheduling a call or contacting you, that's a data point.)

Everything you do makes an impression on your prospects.

Everything you do matters.

Your ad matters.

• Good image (that's an entire book in and of itself)
• The verbiage/copy (another book)
• The CTA (another book)

Your social media matters.

• Where are you active or not active?
• What do you say there?
• How often do you say it?
• What medium do you use to say it?

Your email matters.

• The subject (another book)
• The content (another book)
• Even your signature.

Sidebar: I had a new sales rep at a marketing company who decided to link to his Instagram in his email signature. A prospect clicked the link and saw one post and maybe nine followers. The prospect thought that it was the company's IG account and was not impressed. This is why I say, "To make any sale, you must make every sale."

You must not only attract visitors to your website or storefront or get them to call you to inquire about your services, but you must also attract them with a good enough offer to make them hand over their contact information so you can transition to the "B" of Sales and Marketing Automation, which is Bonding.

But we'll talk about that later.

Speaking of "handing over their information," even that matters, i.e.,

• Do you ask for just their email?
• Do you ask for 5-10-15 fields before they can register or get the report?
• Where do you take them once they opt in?

Sidebar: This is one of the most underutilized/unknown steps that businesses screw up on and leave gobs of money on the table. "Go For No" with your opt-in process, as Andrea Waltz and I discuss in episode 582. Perry Marshall talks about it in his 80/20 book and in episode 295 of The Sales Podcast.

When it comes to Attraction marketing, you need to know who your audience is.

Are they

• women between the ages of 18 and 35?
• Men between the ages of 35 and 55?
• College educated?
• Homeowners?
• C-level executives like the CEO, CIO, and CFO?
• Mac users?
• Parents?
• Grandparents?

Once you know exactly who wants or needs or uses what you have to offer, speak to them in their language.

Howard Stern is crude and rude, which resonates with his audience. (Joe Rogan doesn't hold back, either.)

What they both have in common is that they entertain their audiences while they interview strippers or excoriate politicians.

Is your marketing entertaining?

Is it fine-tuned to resonate with the exact persona in your audience that you know through trial and error and research and measurement is your ideal client?

Once you have their attention, do you have an exciting offer that makes that person convert himself from a passive listener or web visitor or window shopper into a self-identified consumer via some type of free offer such as a resource guide, a free trial, a discounted trial, a free consultation, etc.?

Do you then have processes in place to automate not only the collection of this person's information but also the segmentation and the delivery of sequential, relevant, multi-media, multi-touch follow-up that creates a lasting Bond (which I discuss in the next post) with that person?

Let's not get ahead of ourselves and freak out over the follow-up because until you attract visitors to you and then attract them even more to convince them to hand over their contact information, you have no one to sell to.

Why the CRM Didn't Fix It

I've used Salesforce since 2004, Keap since 2008, and HubSpot and Ontraport since 2014. Every tool on this page works. Plenty of owners still give up on it.

The tool was never the problem. A shiny CRM with no written process is just expensive dashboardery. Write down how a stranger becomes a customer first. Then pick the software that fits that process.

Get a process before you get the software →

Market like you mean it.
Now go sell something.