Every business wants more customers. The successful businesses attracts customers by delivering beyond the expectations and the experience enhances the relationships, consider Zappo’s. Now all this social stuff is creating new methods for getting attention and creating the attraction. The issue is what is the method that works the best.
As stated previously we’ve seen a lot of people and businesses try and get peoples attention however their methods doom them to failure and subsequently there is no attraction created. Pushing your company’s message into the “conversations” enabled by social media is not an attractive method for building relationships with your market, the people. Without an attraction you cannot form an affinity to peoples needs, desires and expectations. An affinity is something that appeals to common interest and emotions of the human mind and soul. Building an affinity requires a relationship. The more people, markets, you create an affinity with the larger your audience. The larger your audience the greater chance for growth.
Back to Attention
What is the right way to get people’s attention? You can used tactics and messages but unless your methods appeal to the relational dynamics of peoples desires you’ll miss the opportunity to form a relationship. Real conversations appeal to the relational dynamics of a market because the appeal is driven by character of the messenger and the sincerity of the message. Simply put getting people’s attention is a conversational process rather than a marketing process. However some have labeled it “conversational marketing” because the aim of their conversations is to attract you to their product or service rather than a relationship.
Moving Toward Attraction
What attracts people to want a relationship? A product or service is not the attraction rather the people behind the product or service is the attraction. If your business is aiming at forming long term relationships with your employees, your suppliers and your customers than that aim will reveal itself in the conversations and if the conversations are real rather than spin then you’ve created a natural attraction. Your product or service becomes secondary, the relationship becomes primary.
Creating The Affinity
If your draw people’s attention and are good at creating the attraction then an affinity, common human interest, becomes automatic. An affinity can go way beyond your product or service and is more centric to common human interest. As a result of creating said affinities subequent to creating the attraction which came from the attention you now have earned the right to a transaction. People have affinities to product and service qualities but the greatest affinity comes from having solid relations. Soild relation are the foundation to transaction, past, present and future.
Managing Your Audience
Music artist understand the power of attention, attraction and affinity because unless they can create the audience their careers end. Music, not unlike good conversations, pulls on people’s heart and soul. People’s heart and soul are responsive to conversations that appeal to their needs, desires, wants and likes. Managing your audience is much like creating “new music” that appeals to the heart and soul of the audience of people. Doing so well earns you the right to a transaction which happens naturally and without any push.
Your market is the “web of people”. To get their attention, attraction, affinity and convincing them to become your audience is a funnel of relationship dynamics, not advertising or marketing.
Get it? What say you?