The Law of Attraction in Marketing

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According to the law of attraction, we surround ourselves with people who are similar to us.

This is why people with the same income live in the same neighbourhood, voters of a political party cluster in the same state, and people with similar interests meet at the local football club or Zumba class.

The law of attraction also shapes which TV shows we watch, what we buy and how we dress every day. These micro-decisions can be also influenced by the way in which we as marketers, sales people and company leaders communicate with prospective buyers.

How do we connect with prospects?

The first question we can ask is: from what mindset do you we connect with potential customers?

Are we desperate and needy because we don’t have enough customers? Or do we feel confident in our ability to sell a product that we believe in?

Our thoughts about ourselves and our environment will tend to manifest in the people around us. If we’re worried about our finances, chances are that we’ll attract clients who struggle to pay their bills and invoices. And if we’re 100% sold on our product, then we’re likely to attract customers who will benefit from it. 

Or if we appreciate the beauty of nature and love spending time outdoors? Our customers will probably value the same.

Now imagine for a moment that two guys are trying to sell climbing gear. Who do you think will produce the most sales? The former bookkeeper who thinks of mountaineering as risky and dangerous, or the adventurer who loves the thrill of new challenges and thrives on overcoming unforeseen obstacles?

Even if the former bookkeeper has more sales experience under their belt, chances are that the adventurer will win over prospective customers with his enthusiasm for mountaineering. 

What can we learn from this?

Enjoy what you do and openly and authentically share your interests and values with your customers.

Identifying company values starts with awareness

I think it’s important for marketers and founders to understand what the company values are, because these values will come through in marketing communications (and many other areas of the business).

You can tell what a company values by how it interacts with customers and employees. If in doubt, real touchpoints and decisions are much more meaningful than unfounded claims in marketing speak. Honesty isn’t always given – and actions speak louder than words.

When you look at a company, ask yourself:

  • Does the team feel empowered to make their own decisions? Or are they expected wait for instructions from their superiors?
  • Are people willing to sacrifice short-term profitability to keep customers happy? Or do clients complain that the technical support team is trying to sell them additional products instead of helping them resolve common problems?

Just from these two examples, we can see whether a company values autonomy over hierarchy and profitability over customer satisfaction or vice versa.

And of course, we can extend this to hundreds of situations in day-to-day business to ultimately create a ranked list of what a company values. 

Here’s an example of what this looks like. Suppose you hear the following about your current place of work:

  • “The company has just laid off 1000 employees because management feels under pressure to meet the quarterly stock price target.”
  • “A senior manager called me in to meeting today to review my performance. He said the team complained that I ask too many questions, which makes them look bad in front of colleagues when they don’t have an answer and sometimes causes meetings to overrun.”
  • “My co-workers have been promoted several times, and I keep getting passed over for raises, even though I take on additional responsibilities well beyond my role. My manager always promises that I am next-in-line, but has not delivered on this in the past three years.
  • “In a 360-review, I found out that leadership wants to see me create new processes and delegate more of my work to junior team members.”

Values:

  • Financial performance over loyalty towards employees
  • Efficient meetings and looking good in front of colleagues over learning
  • Delegation over taking on additional responsibilities
  • Harmony and minimal conflict over transparent communication

Each of these value in and of itself is neutral, but it will drive decisions that the company makes and therefore, following the law of attraction, shape what customers the business will attract.

For example, a company who values harmony and minimal conflict over transparent communication is more likely to get customers who avoid openly communicating when problems occur.

A potential benefit here is that this makes working at that company more pleasant for the customer support team, however, the company also runs the risk that customers might take their frustration to review sites instead of resolving issues with the organisation directly.

Synchronicity between your values and your brand

Many times, companies portray a different image on the outside than the reality inside the organisation. They mask and cover up weaknesses, which, if taken to an extreme, leads to a business that values outward appearance over honest communication.

It then becomes much harder for marketers to discern and address clients who would truly fit with the strengths of the organisation.

When the synchronicity between values (the inner self) and the brand (the outward appearance) breaks down, this typically brings about all sorts of disbalance, from customers who seek to impress, and employees who artificially inflate their status, and to financial fraud and potentially the downfall of an entire organisation.

This is why I believe in aligning values and company brand as much as possible.

Just do what you say and say what you do. And if the two are ever out of sync, change either to restore the balance.

For example, you might tell your employees that you are willing to invest in the relationship you have with them and to help them grow – but turn down requests for increasing training budgets.

Here, you could share that while your company’s financial resources are currently constrained, you encourage employees to take 2-4 hours a week to level up and invest in skills development through free, online platforms.

Or you could rethink your approach and make plans to adjust training budgets in line with your overall messaging.

Attraction with customers and employees

As hinted at before, the law of attraction affects the relationship between a company and:

  1. Its customers
  2. Its employees

To uncover at what energetic frequency your company engages with customers, you can ask yourself: 

  • What do we promise customers? What values do we imply that they have?
  • Which promotional strategies do we use? What implicit assumptions are driving this choice?
  • What assumptions do I make about customers? What does this tell me about my own belief system?
  • What are the hidden messages and symbols that we use?
  • What emotions are we connecting with?

And once you know what vibes you are transporting towards customers, you can ask yourself whether that matches with how you want the company to be.

Of course, the same applies for your employees.

But with employees in particular, it’s worth bearing in mind that they see the company both from within (through their day-to-day experiences at work) and from the outside (such as in marketing materials), and can compare whether those two realities line up.  This makes it even more tricky for a company to work the law of attraction effectively, because values promised towards customers would also have to be lived by inside the company to create a holistic whole.

Therefore, along with the questions about your customers, you can also ask yourself:

  • What promises do I make towards my employees? Out of which values do these promises arise?
  • Are my values aligned in communicating towards customers and employees? And if there is a mismatch, what beliefs are causing this?
  • How do employees feel about and respond to feedback from customers?
  • What does the feedback I get from (other) employees tell me about my values?
  • Are there any employees whom I don’t value (enough)? If so, why do they work for me?

While this list of questions already gives you a lot to work with, I’d also like to take a quick look at the implications of the law of attraction in different areas of marketing.

Law of attraction in different marketing domains

The power of attraction in referral marketing

From a spiritual perspective, the law of attraction is the reason why referral marketing works so well.

If we assume that marketing helps a business speak to the right audience, then if the business is in tune with providing value, and genuinely solving problems, they are likely to attract customers who will be satisfied by the value and solutions provided.

These satisfied customers are likely to be connected with other people on the same frequency, who might also be interested in your products and services, because they share the same or at least similar values.

Making sales copy resonate with your customers

The most powerful techniques that copywriters use to attract customers and increase sales all involve getting in touch with customers’ emotions and the hidden beliefs behind them. If your customers are afraid, or frustrated, it helps when your copy speaks directly to or triggers these emotions, while at the same time satisfying their subconscious desire to transform these emotions with the product or service that you provide.

Great copy acknowledges the pain customers experience, but focus primarily on the transformative power and benefits that a company can provide.

For example, which of these headlines speaks to you more?

  • “Customize your luxury kitchen with the German craftsman who won the Best of Houzz award for 7 years in a row”
  • “Own Your Dream Kitchen – Enjoy the Luxuries Only a German Design Can Deliver”

For me, the clear winner here is headline 2. It speaks to a desire to own a luxury kitchen, unlike the first headline, which focusses on the process of getting that kitchen.

The first headline may attract customers who enjoy trying different designs and experimenting with choices, such that, at worst, they may be perpetually stuck in the customisation process.

The second headline, in contrast, is all about the pleasantries that come with kitchen ownership, and speaks directly to a potential buyer’s emotions with the phrase “enjoy the luxuries”.

The law of attraction and the choice of marketing channels

The law of attraction can also determine what marketing channels you use, and as each marketing channel is likely to have a different audience, it ultimately impacts what customers you attract.

Social media

Many people use social media to keep in touch with friends and acquaintances, to seek approval and validation (by collecting likes), to share their message with a large number of people, or to bolster their status and sense of identity.

Similarly, a company who uses social media in their marketing probably believes that the platform allows them to reach a large number of prospective buyers. They can indeed increase their reach by building meaningful connections, bolstering their status and reaffirming the prospect’s desire for being seen and heard.

Search engine advertising

A business that uses search engine advertising as part of their marketing mix trusts that users are willing to click on advertisements and that it is beneficial for the company’s bottom line to invest in a favourable placement in search engines.

A core belief here is that traffic and attention can be bought, and possibly, that this is necessary to sustain a business’ growth.

With this mindset, marketers are likely to attract customers who are willing to spend money (as the company does) to be seen and improve their visibility. If taken to an extreme, customers may also believe that they are dependent on investing money into others’ products to achieve the results that they are after.

Public relations / press

Marketers who focus on public relations are likely to believe that publication by well-known media institutions lends credibility to a brand and expands the company’s reach.

They may attract customers who value third-party endorsements, such as accredited degrees, awards and membership in industry associations.

An underlying assumption here is that media institutions can be trusted, and that the messages spread by the press (or at the least, the chosen medium) are reliable and accurate.

Marketers trying to get publicity through traditional media outlets therefore also rely on the fact that their audience disregards the low accuracy of reporting, intentional or unintentional, across news channels.

As such a business with a strong focus on public relations may find that its potential customers share a certain level of naivety or deliberate self-deception in other areas of life as well.

Search engine optimisation

A key belief behind search engine optimisation is that a company’s website needs to be designed for both consumers and robots.

This is because crawlers (robots used by search engines) decide how different content should be ranked for particular search queries and thereby steer which information consumers are most likely to find.

As such marketers will attract customers who believe that robots (or technology more generally) can be valuable for finding information. Consumers may also subconsciously allow their decision-making to be steered by external forces, such as in the case, the preselection of content made by search engines.

Email marketing

Email can be used by marketers in various ways: to share new, valuable content with their readers, to promote upcoming product launches, to collect feedback through surveys and so-on.

Each of these purposes comes with its own assumptions that resonate with the beliefs of potential buyers. For instance, according to the law of attraction, a marketer that shares content with their readers through email will typically develop an audience that values new ideas and information.

A key feature of email is that an email list is one of the few channels completely within the control of marketers. As such, businesses using e-mail may prefer developing their own audience over relying on channels provided by third-parties.

And following the law of attraction, they may find that their customers also value autonomy, independence and control over their own identity and external representation.

Email lists may also be seen as exclusive, or at least, hidden from the public view, and therefore may be used by marketers and buyers who subconsciously value staying behind the scenes over standing in the spotlight.

Conclusion

Marketers and business leaders will tend to attract prospects, customers and employees with similar values and beliefs. At best, this can lead to mutually beneficial relationships built on positive values such as honesty, openness and joy.

Negative beliefs can, however, according to the law of attraction, also be reinforced into a downward spiral, leading to deception, frustration and misery.

It is up to all the participants to choose whether they would like to move out of this spiral by transforming their beliefs and actions in a more fulfilling direction.

Based on our values, beliefs and emotions, positive or negative, we choose different brands (as consumers) and marketing channels (as business leaders), which determine what type of interactions we have.

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