When I get involved with something important, I try to learn everything I can about it and that’s what I’ve been doing with online marketing for over a dozen years. Lately, I’ve gotten to know some of the best in information marketing and I’ve been learning from them.
One of the giants in this industry is Frank Kerns. In his book, Convert, Frank talks about the importance of magnetically attracting customers and clients while at the same time repelling those who are a bad fit for what you have to offer.
Maybe that sounds strange and unnatural, but it’s really not. It’s an important aspect of your online marketing. It will save you money is advertising and headaches when you are working with clients. Here’s why:
When you advertise, you want to be crystal clear about your target audience. Otherwise, you will end up spending a lot of money advertising to people who have no interest in your products and services. When you are crystal clear about who you are and what you are promoting, some will be attracted and others will be repelled, even in your target audience.
It’s human nature – you like some people and there are people you can’t stand. It’s the same for online marketing.
Kenneth Blanchard has written about “loyal, raving fans.” That’s what you want – people who love you and can’t wait to buy what you’re offering. You create loyal, raving fans by offering high quality and valuable products and services.
I was watching a Bon Jovi concert on television, and in the first row was a lady holding a sign: : “My husband hates u.” Even rock stars aren’t universally loved. In creating loyal, raving fans, you will also create people who don’t connect with you – again, you can’t escape human nature. For whatever reason, you will rub them the wrong way.
As long as you are creating loyal, raving fans, you will be successful in this business (or any business). Until you are creating loyal, raving fans, your success will be limited. So, get out there, provide quality products and services, and watch the world beat a path to your door!