In this article, we talk about setting up an attraction marketing system for automated lead generation. Dan Kennedy is often recognized as one of the first to begin using "attraction marketing." Attraction marketing is comprised of three basic steps:
1. Advertising in a selected medium. 2. Offering free information via website or toll-free number. 3. Within the free information report, use of a "call to action", which is a phone number or website for further information.
Thom Scott, creator of the Profit Funnel System, offers a free report on his website, www.profitfunnelsystem.com, which defines the 7 steps contained within an attraction marketing system:
1. Determine Your Market - By crafting a brief mission statement, you can identify the exact target audience you want to address, e.g., I help _____ (who) to ________(what) by ______(how), I help homeowners to sell their homes using proven marketing strategies. 2. Building the Report - The report, or free information, can take several forms, e.g., "How To" or "Reasons Why" formats. Here are two examples: "How to get the best value when buying life insurance" and "6 Reasons why you should review your business insurance policy today." Some professionals, especially those facing compliance regulations should consult marketing resources for approved reports that may be available "off the shelf." 3. Select Media Outlets - This can be magazines your prospects read, traditional mailers to prospects, or using Internet sites they frequent. 4. Launch the System - Use a voicemail answering system or website to "automatically" provide the free information. 5. Measure your Results - Use coding or specific phone numbers to identify advertising sources. Pay-per click ads can be coded for results tracking. In this way you can maximize your conversion rates. 6. Maximize the Outcome - Change headlines, ad colors, etc. per the results of testing. 7. Maintenance - Check results periodically and repeat testing at least twice yearly.
Even though considerable planning and setup may be needed, an attraction marketing system will produce much higher quality leads than traditional methods. In addition, use of videos on the Internet can create "relationships" with prospects before you even meet them personally.
