Listen to the podcast summary here
"Marketing is a tax on being unremarkable. The more unremarkable you are, the more you have to spend on marketing."
This powerful statement highlights an essential truth in business: when you truly stand out, marketing becomes infinitely easier. It's like the Marmite effect – some people will love you, some will hate you, but everyone will remember you.
The difference between obscurity and success lies in becoming remarkable in your space. Your ideal clients are already looking for solutions you provide – you just need to stand out so they see you as the only option when they're ready.
Let's explore the six essential elements of client attraction that can transform your marketing efforts.
1. Attract - Be the Purple Cow
Imagine driving through the countryside, seeing countless black and white cows, when suddenly you spot a purple one. You'd immediately take notice, snap a photo, and tell everyone about it at dinner. That's exactly what your business needs to be – the purple cow in your industry.
As Seth Godin explains in his brilliant book "The Purple Cow," remarkable businesses get talked about. They don't blend in; they stand out dramatically from the competition. Think of Tesla – they didn't just create electric cars; they made them fast, luxurious, desirable, smart, and safe. That combination made people talk.
Key takeaway: Create distinctive "attraction marketing devices" that make you instantly memorable. What's your equivalent of a purple cow?
2. Advertise - Drive Traffic to Your Magnets
Once you've created something remarkable, you need to drive traffic to it. This is where paid advertising comes in.
Alex Hormozi, author of "$100M Offers" and "$1M Leads," emphasizes the importance of having a strong hook, offer, and call to action in everything you do. Your marketing should grab attention quickly (the hook), present something valuable (the offer), and prompt immediate action.
The most effective approach combines organic and paid marketing:
- Organic builds brand awareness
- Paid amplifies what works in your organic space
Key takeaway: Be willing to invest in promoting your best content, and always measure results to optimize your return.
3. Articulate - Communicate Your Message Clearly
Today's attention spans are incredibly short – some research suggests just three seconds to make an impact! That means you need to be crystal clear about who you're talking to and how you can help them.
When articulating your message:
- Build trust quickly (a book is an excellent trust-builder)
- Agitate the pain your ideal clients are experiencing
- Present a compelling solution
- Make taking the next step irresistibly easy
Video sales letters (VSLs) of 5-10 minutes can be particularly effective. They're not as commitment-heavy as webinars but give you enough time to build trust, highlight pain points, and present your solution.
Key takeaway: Name everything based on the benefit people get, not the service you provide. "The Dream Retirement" is infinitely more appealing than "Pension Planning."
4. Advise - Lead, Don't Sell
Nobody likes being sold to, but everyone appreciates good advice. The most successful businesses lead with value first, positioning themselves as trusted advisors rather than salespeople.
A discovery call (what we called the "Financial Breakthrough Call" at Efficient Portfolio) is a perfect low-pressure way to start this relationship. You're simply offering your time and expertise to see if and how you can help.
Make booking these calls frictionless:
- Use QR codes linking to your calendar
- Incorporate them naturally into presentations and marketing materials
- Ask for feedback forms with an option to book a call
Key takeaway: The goal is to have a conversation where you can genuinely help, not immediately sell your services.
5. Automate - Magnify Your Impact
Magnification Mastery is about creating content once and using it infinitely without requiring more of your time.
Evergreen webinars are a powerful automation tool. Record your best presentation once, then make it available on-demand through your website. This allows people to engage with your content when it's convenient for them.
Quiz funnels are another excellent automation tool. People enjoy taking quizzes that help them identify gaps or opportunities in their business or life. Each answer provides valuable insights while guiding them toward your solutions.
Key takeaway: Look for ways to deliver value at scale without increasing your time investment.
6. Amplify - Stay Top of Mind
The final step is consistently showing up where your ideal clients can see you. Gary Vaynerchuk's "jab, jab, jab, hook" principle suggests providing value multiple times before making an offer.
The 80/20 rule applies here: 80% of your engagement will come from your best 20% of content, so identify what resonates most with your audience and amplify it.
Most importantly, "move the free line" – give away more value for free than your competitors. The more you demonstrate your expertise through valuable free content, the more people will trust that your paid offerings must be truly exceptional.
Key takeaway: Consistent, valuable content builds long-term trust and keeps you top of mind when clients are ready to buy.
Taking Action
The most important thing is to identify which of these six areas offers the biggest opportunity for your business right now, and take immediate action.
Whether it's creating your first lead magnet, setting up an evergreen webinar, or developing a quiz funnel, choose one thing that will move the needle and implement it within the next 30 days.
Remember, your ideal clients are already looking for you – you just need to make yourself impossible to miss.
This blog post was inspired by our recent client workshop on attraction marketing.
