(First posted 3/5/14) Let me get your opinion on a couple of people:
- Rush Limbaugh (In 2025, how about Tucker Carlson?)
- Howard Stern (Rachel Maddow)
Are you ambivalent about either of them?
People love them or hate them. There is no in-between.
Rush Limbaugh was worth $370,000,000 and was earning $70,000,000 a year, according to Celebrity Net Worth.
Howard Stern is worth $500,000,000 and earns $95,000,000 a year, according to Celebrity Net Worth.
So I'd say they are the leaders in their industries.
They do not compromise their beliefs.
They do not apologize for who they are.
They know to whom they appeal.
They know to whom they do not appeal.
And they 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™ .
Today I'm talking about the A: Attract.
You must not only attract visitors to your website or storefront or get them to call you to inquire about your services, you must also attract them with a good enough offer that makes 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.
When it comes to Attraction marketing, you need to know exactly who your audience is.
Are they,
- women between the ages of 18 and 35?
- men between the ages of 35 and 55?
- college educated?
- home owners?
- 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 and that speaks to his audience. (Some say Rush Limbaugh is, too.)
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 to 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'll discuss in my 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.
Want to discuss this in more detail?
Market like you mean it.
Now go sell something.
