Attraction Marketing

In the last post we discussed The Law of Attraction. In this post we will talk about why it is important to use attraction in marketing your opportunity to prospects.

There was a young man I used to see at the train station every time I took the train to Philadelphia. Now I assume he was there every day because he was always there when I arrived at 30th Street Station.

He wasn’t a large kid. Kind of average looking but he was clean shaven and wore decent clothes. He really didn’t stand out in any way but one. All this fellow did all day long was to ask one question of everyone within hearing distance.

I don’t believe there was anyone passing through the train station who didn’t notice this kid because above all the noise of shuffling feet, arrivals and departures being announced and the noise of the trains you could always hear this young man’s question. "Wanna buy a book? Wanna buy a book? Wanna buy a book? Wanna buy a book? Wanna buy a book? Wanna buy a book?"

One day I stopped and asked him, “Are you selling a lot of books?” He said, “Enough to put myself through night school, ‘wanna buy a book?’”

Now I couldn’t help but notice that right across from where we were standing there was a bookstore. Through the window of the bookstore you could see that at least 30 or 40 people were in the store and many were in line to pay for the books they were already starting to read.

So what’s the point?

Here’s the point. Which was the more efficient form of marketing? Was it the kid yelling, “Wanna buy a book?” at everyone or was it the bookstore with a larger inventory and an expected expertise in providing good reading material?

Of course, it was the bookstore. Why? Because a very high percentage of the folks in the book store were looking to buy a book. The bookstore clerks did not have to go out in the crowd and ask people if they wanted to buy a book. No – the book buyers came to them. That, my friend, is what Attraction Marketing is all about. Attracting prospects who are already interested in what you have to offer. Prospects who will be seeking you out, eager to buy what you are selling or join whatever program you are representing.

Now you have to admire our young entrepreneur for his tenacity and persistence. I am sure he did sell quite a few books. However, I would venture to guess that over 99% of the people he came in contact with were not interested in buying a book and were at the least, annoyed by him. Of the other 1%, most of them probably avoided him and chose to get their book from the book store.

Now listen up – this is important.

If you are using outdated methods of recruiting taught by most of the networking companies out there – you are no different than that kid in Philadelphia yelling, “Wanna buy a book?”

"Hello, my name is Joe. How would you like to own your own business? I've got this amazing opportunity with this amazing product and the company is in pre-launch. Get in now and you'll be set for life!"

“Wanna buy a book?”

If you are using Joe’s approach, your friends and relatives are avoiding you like the plague and newcomers don’t want to get to know you either. You just don’t understand it. You have the golden opportunity of a lifetime. This is going to change the world as we know it. It’s the best thing since sliced bread, apple pie and Grandma’s cookies. Yet, no one seems to be the slightest bit interested. Don’t they understand what they are missing out on?

Well guess what. It’s not that they don’t understand – they just don’t care.

Here’s what you don’t understand. Most of the people you come in contact with - are not looking for a business opportunity.

So if you are following these methods;

Make a list of people you know
Bug your friends & family
3 foot rule

and other similar recruiting methods you will soon be disappointed, disillusioned, disheartened and finally defeated.

There is a way to approach friends and family without driving them away but that’s a subject for another time.

So how do you get prospects to come to you like they came to that bookstore at 30th Street Station in Philadelphia?

Well first of all, if you are reading this article you probably already know that you don’t need to plop down a few hundred thousand up to a few million dollars to buy a franchise. You don’t have to purchase another mega bucks worth of inventory, hire employees and all of the other riga-marole that goes along with a brick and mortar business.

Thank God you found out about Network Marketing where you can own your own business with a very small upfront investment, usually under $500. With your new enterprise you have a huge inventory at your fingertips. You have the benefit of building a gigantic sales force without any of the headaches of having employees with workman’s compensation, withholding, benefits, and all the other nightmares that go along with them.

And, along with all the other benefits you already know about - you have the option of running your business from your home or if it is like my travel business, you can run it from anywhere in the world you happen to be. All you need is a laptop and a cell phone or an all in one device like a Blackberry or an iPod.

What’s that you say? OK, OK, yeah, I get it – you got all that. You just need to know how to get prospects to come to you – right? Sorry I do tend to ramble on sometimes. Let me get to the point.

Here’s the deal. 95% of the people out there are not looking for a business opportunity. So don’t waste your time trying to convince them that they are. You need to concentrate on the 5% who are already looking for a business opportunity.

You are in the business of sorting. You need to sort out all of those who are not interested and focus on those who are.

So what’s the best way to do the sorting? You get them to come to you. You know if they seek you out – they are interested in what you have to offer – thus you are now dealing with the 5% of the interested not the 95% of the non-interested.

OK, OK, I hear you – Yeah, I know, I did it again, sorry but I really need you to understand how important it is to concentrate on the 5%. Look at it this way. In general MLM recruiting you are lucky to get a 1% or 2% sign up rate. That is one or two people will sign up for your program out of 100 people you talk to. If you are already talking to people who are interested in a business opportunity, you have a very good chance of bring that signup percentage up to 20% to 30%. I know one lady using these techniques who has close to a 90% closing ratio. That’s awesome! Now that’s the old cliché “Work Smarter not Harder” come to life.

So in order to get people to come to you – you have to become the bookstore?
"Huh! What’s he talkin bout Willis?"

What I mean is this. In the example of the bookstore at 30th Street Station, the bookstore was the place for people to go to have the best chance of finding what they were looking for. The bookstore had the expected expertise of providing good reading materials. You have to become the bookstore. In other words, you have to become the place to go for people who are looking for expertise on how to build a home based business. You have to become the one who people seek out to get information. You need to become an expert on building home based businesses.

“What!,” you say, “Me an expert, I’m just a housewife. I don’t know anything about building home based businesses.”

Now take it easy. Don’t get your shorts in a knot. Let me explain myself.

First of all, if you are really serious about doing a home based business and being successful at it you need to be committed to it. You can’t view it as a hobby. You need to treat it like a serious business. If you treat it like a hobby you will get a hobby check. If you treat it like a business you will get a business check.

So, now that I know you are committed to your business I know you will understand that you should have a business plan and you should be following that plan. If you don’t know what a business plan is Google it. I’m not here to teach you how to run a business but I am here to teach you how to use Attraction Marketing and get people to come to you. So start learning everything you can about your business and start visualizing yourself as an expert in your field.

If you want to be a leader you have to lead. In network marketing, leaders build large organizations and leaders with large organizations make large, insane amounts of money.

If I lost you back there when I said you have to become an expert. Don’t worry – I will be here to guide you every step of the way. I’ll hold your hand and we will walk this road together. You can do it – I know you can.

If you remember, I told the following story in the first post on this blog;

The other day, while I was giving a presentation, I asked a member of the audience. “Joe, let’s say you and I were both taking a trip. I was going to a city a thousand miles away but you were going only 50 miles – who would get to their destination first?” Joe said, “Well I would of course.” Can you guess why Joe’s answer was wrong? Joe didn’t have all the information. You see, I was taking a plane to my destination and Joe was driving a horse and buggy.



If you are not using modern technology by marketing your opportunity on the internet – you are still driving a horse and buggy to work.

You will use the power of the Internet to build your image – to become the bookstore.

The first thing you need to do is build a presence on the Internet. To do that you will need a domain name. We will discuss domain names in the next post.

Til then,
See You at the Top



Yours Truly,
Dave Carter