Use Attraction Marketing to Recession-Proof Your Business

by Andrea Conway

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 – Contact your customers more often.

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.

Postcards are also a great strategy if you have physical addresses. Mail one every 4-8 weeks. Use postcards to promote a special offer each time. Perhaps a customer appreciation sale or a personal consultation with you. Postcards can direct customers to your website where they can view a video or download a special report.

Use Facebook or Twitter, and set up a regular schedule. Start with one Facebook post and 1 Tweet a day. Getting started with social networking can be confusing. Create your accounts and just watch what your friends and those you follow do for a while. You’ll soon get the hang of it. The #1 rule to follow in social networking is: don’t make it about selling, make it about relating.

Perhaps you don’t have a mailing list. Well, start building one now. Without a list you have clipped the wings of attraction marketing. The list is perhaps the greatest asset of any small business. It is irreplaceable. Not sure how to begin? Creating articles – like the one you are reading – is a popular and effective way to start.

#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.

Are you a coach? Add information products and teleclasses. Do you sell a product? Complement it with coaching and training support. Are you a service business, such as a hair salon or a pet-sitter? Offer something extra like a newsletter or a tip sheet. Look for small but consistent ways to stand out from the crowd. Standing out in a positive way makes your business extremely attractive to customers in any economy.

You can also leverage relationships with other business owners. On Main St., businesses often team up. You’ll see a wine shop create tasting events with crackers and cheese from the gourmet store down the block. Or you find an art print store – like the one my life partner owns – offering framing that’s done by a framer on the other side of town.

Leverage works for online businesses too. My audio set on Law of Attraction Marketing was created from interviews with other attraction marketing experts. After I did 6 interviews I suddenly had a product. Both I and those I interviewed marketed the product to our mailing lists – that’s the power of leverage. Who could you interview to create a collection of valuable interviews for your customers?

#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) Respect the line between being open and over-revealing your personal life. 2) Stay away from political, religious or other viewpoints that might create controversy. 3) Use personality in moderation – think of it as a side dish or condiment. Keep the attention of your customers squarely on the main course: your business.

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

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