Aim with Attraction by Content Wheel

Attraction is the mysterious force that draws prospects and customers toward the deep end your funnel, where you can provide more value and make more money.

With all the hoopla over the Law of Attraction nowadays, perhaps you think attraction is no longer a mystery. But there is still one way attraction works in the funnel that many publishers miss.

The common understanding is that marketing reaches out and attracts leads, then sales converts those leads into customers, enrolling them in increasingly more valuable learning experiences.

Marketing attracts prospects to the funnel; sales moves customers deeper

When you look at the funnel from the top, you can see that your funnel targets your ideal client.

The funnel targets guests, prospects, customers and champions

You might assume that marketing’s job is to open the top of the funnel wider by bringing in more leads:

Marketing seems to only enlarge the top of the funnel by attracting more prospects

But in fact, one end of that arrow actually represents how marketing attracts people deeper into your funnel.

Marketing actually attracts customers deeper in your funnel

Many publishers miss the inward-facing side of attraction, the one that draws the target customer to the bulls-eye!

To aim your efforts accurately, marketing must lead every product and service your company offers. In fact, it must lead at every point where your company touches a prospect or customer. It must define (and in many cases defend) the quality of your brand at every level.

Attraction makes the sides of your funnel slippery!

Yes, you still need sales professionals to move things along. Studies show that it’s usually cheaper to upsell an existing customer than to attract a new lead. But if the sides of your funnel are sticky—well, that easy upsell potential goes out the window and your sales people will have tough sledding with existing customers to say the least.

This is why I care so passionately for the quality of products and services. Clear communication and great customer experience make upselling easy. They make your customers’ ever-increasing involvement with your company easy, pleasurable, and yes, even more valuable.

So don’t be fooled into thinking you’re selling “just educational” products. Yes, every info product must deliver the value promised on the back cover, but it must also plant the seeds for selling the next product. Make sure your product designers and developers are marketing-savvy and know exactly how to plant those seeds for you and your company.

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