People are attracted to attractive ‘things’ 

This marketing ‘thing’ really comes down to understanding that “people are attracted to attractive things”. And if you get your “message-to-market match” right and provide your target audience with an attractive offer (importantly not based on price),

there’s a very strong chance of you enjoying an increased market share in your industry. 

My Wow Client Attraction Formula includes both “offline & online” executions. 

Have most of my clients had a “product advantage” over their competitors? 

In other words, was their product unique and superior to any other business in their category? Nope, this was mostly never the case. 

Neither did these clients have a “systems advantage” over their competitors such as a fail-safe, robotic system akin to a Disney theme park. 

So what they came to me for was the magic formula of how they could distinguish their business and products and services via “clever client attraction marketing”. Here are the five major ingredients to the ‘Wow Client Attraction Marketing System.

1. Determine your target audience very clearly 

This sounds like a pretty obvious first step, doesn’t it? 

Why then, do so many businesses ‘spray bullets’ with their advertising money and spend a fortune communicating with everyone, rather than concentrating in targeting prospects within their niche cost effectively? 

Are you chasing just men or women and do they fall in a particular age group or socio-economic demographic? Does your audience comprise predominantly of working class people or are they consumers who would more likely be driving a Mercedes? 

These are the sorts of questions that you need to answer before you embark on any marketing campaign. And the best way to go about determining your target audience is to apply the good old 80/20 rule to your business (80% of your sales normally comes from 20% of your customers). 

It’s a matter of determining who are your most profitable customers and what they look like – and then go looking for more people who look like them!

2. Collect Data!

You can visit virtually any business today & they won’t ask for your contact details……madness!!

Spend $200 in a restaurant tonight & I bet they won’t bother asking you for your name, email address or phone number. Likewise, hardly any websites have a “data capture” tactic – like offering “a free report” or whatever.

The Rugby League organization gets 80,000 fans to a State Of Origin or Grand Final match……& they have no clue who was there!!! Ticket does, but the NRL doesn’t.

Imagine the volume of caps & t-shirts etc they could flog after the game IF they’d collected data.

So, you must COLLECT DATA!!!

Name, email address……& most importantly, their mobile phone number.

3. You need to create a Wow!

As consumers, we are reportedly exposed to over 3,000 advertising messages a day. 

And no wonder this is the case, with all of us being exposed to TV, pay TV, digital TV, paid newspaper, free newspaper, billboards, radio, digital radio, email, direct mail, Facebook, cinema advertising and so on – you get the idea. 

Surely this is evidence enough that you need to inject some “Wow Factor” into your marketing, otherwise, you’re just going to be in the sea of sameness. 

This is why I preach to business owners that they need to become the “UN” of their industry, unlike any of their competitors. 

So if you’re a dentist, you need to become the “UN-dentist”. 

If you are a plumber, you need to become the “UN-plumber”. 

If you are a butcher, you need to become the “UN-butcher”. 

If you decide not to do this, you’ll have to accept that your communications will probably be invisible for the most part, just like the majority of the other 3,000 messages we are subjected to everyday. 

In the game of marketing, there is nothing wrong with being the “black sheep”.   

My business is called The Institute Of Wow and when you visit my website at www.theinstituteofwow.com  you will see that I have a tagline which says “Learn To Deliver The Unexpected!” Don’t follow the crowd and don’t wear beige. When you start to shock your clients (in a good way, mind you:-) watch them return in droves. 

Do you think Disneyland was just another fun park when it opened? Not on your life; Walt Disney has created the “UN” of the amusement park industry and the rest is history. 

A certain pizza called Domino’s originally put itself on the map with a very clever wow factor of guaranteeing, “Customers will receive their home-delivery pizzas within 30 minutes of placing the order or they will receive their pizza free”. 

This simple but very effective “Wow Factor” immediately distinguished Domino’s from its competitors and catapulted the company’s sales to dizzying heights. 

You need to do everything you can to take your prospect’s eyes off the price and on to the value. McDonald’s has cleverly done this with their Happy Meal Toy. As a parent of six children, I can recall spending a fortune on McDonald’s Happy Meals when they were all younger. 

I joke that when we had six children under 12 years of age, I must have spent five billion dollars on Happy Meals to pacify the kids in my Tarago van. Yet, I couldn’t tell you what the price of a Happy Meal was because Maccas had successfully taken my eyes off the price. 

I did exactly the same thing when I introduced my “Wow Factor” of getting a free holiday with a home loan with the Greater Building Society back in 2001. When every other bank was promoting their home loans via an interest rate, the Greater enjoyed nine long years of never advertising an interest rate because of the “free holiday offer”. 

Let me repeat that. 

For nine years from 2001, the Building Society marketed “Get a Home Loan and Get a Free Holiday” and skyrocketed their market share – and never once advertised an interest rate. It was the only financial institution in the world that did this. 

To be able to take the consumers eyes off the interest rate of a home loan for $400,000 or $700,000 is any incredible feat. Woolworths and Coles’ supermarket chains have been dining out on their “fuel discount program” for many years doing exactly the same thing with their grocery pricing. 

Take a leaf out of McDonald’s and see if you can come up with your version of their Happy Meal wow factor and you’ll be laughing all the way to the bank!

4. Use the problem/solution formula  

I believe the most persuasive marketing tool for any business to use is the problem/solution” formula. This is where you highlight to your target audience their problem and then provide them with the solution. 

I’ve tended to nickname this strategy as the “Nurofen formula” or “Panadol formula”. 

The reason for doing so is because of the similarity of the problem/solution tactic to that of these headache remedy companies. In the old days, Nurofen and Panadol would promote “the features” of their headache tablets citing the fact that their capsules contained paracetamol and codeine. 

These days, both Panadol and Nurofen cut straight to the chase and highlight, “If you have a headache and want it gone in 15 minutes, take our tablets!” Some marketers will call this formula “emotional direct response advertising” and that’s fine. 

There are five ingredients to making this formula work for you in your own business, and they are: 

• Identify your prospect’s problem,
• Exaggerate the problem (highlight what may happen if they don’t do something about it),
• Provide the solution,
• Provide proof (normally, customer testimonials or industry expert endorsements),
• A strong call to action (ring a1300 number or visit a website). 

Regardless of what business you’re in, this problem/solution marketing tactic will be a wow factor that acts as a powerful persuasion tool that I bet your competitors will never use.

5. Dump your boring website as quickly as possible 

Let me give you my view about the online world - the vast majority of business websites are just awful. No, let’s make that “woeful”. 

The reasons for this are numerous, but I believe two major factors are responsible: 

1. Most business owners (particularly small business owners) are not “online savvy” and therefore don’t appreciate the “must-have ingredients” for a successful website. They also consider the online world to be this spooky, mystifying thing which supposedly can help make one lots of money, but for the moment, it takes a lower priority in their day-to-day business. They know that they should have a website, so they get one put together quickly and then forget about it.
   

2. Most websites have been put together by “tech-heads” who don’t have an ounce of marketing skill or sales knowledge in his or her body. Technical people are wizards when it comes to creating functional operational procedures, but don’t dare ask them to devise a sales and marketing plan! When putting your website together, you want a marketing person first and a “techy” second. As your ‘Director of First Impressions’, your Home Page is the absolute most important page of your website and therefore should be given the most focus. Check your visitation statistics and if your “bounce rate” (the percentage of visitors who enter your site and then leave without viewing any other pages) happens to be 70% or more, perhaps this is telling you that your Home Page isn’t very compelling?  

Ask yourself these questions about your website homepage: 

• Do you have a “problem/solution” headline?

• Do you have an explanatory Welcome Video?

• Do you have a Free Report or “tease gift” to collect visitor data?

• Do you feature “customer video testimonials?”

• Do you highlight “the top 3 benefits” you offer?

   
  Now get stuck into it!

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