The Sad Demise of "Attraction Marketing"...
Written by Raymond Fong on Apr 1, 2009 1:44 pm
Read More: Funded Proposals | Law of Attraction | Marketing | Personal DevelopmentAttraction Marketing is based on the idea of making yourself sooo valuable that people come chasing after you - for whatever you have to offer and willing to pay you the price you may demand. You do so by providing tremendous value while asking for nothing in return. But of course, you have SOOO much more value and that’s why they come back to you.
This has worked for a while (just take a look at all the "FREE boot camp/report/audio/newsletters/what-have-you" being offered today. Just do a search for just about any product/service driven term and you’re bound to find websites touting "opt-in here for your free ____".
I mean, heck, I am guilty of it myself. Just take a look to the right of my "Raymond Fong Blog" and you’ll see my “opt-in” box, my shameless attempt at getting you to opt-in for some free info in the hopes that you’ll like it and then hand over the deed to your house or something to that effect.
The Dreadful Demise of "Attraction Marketing"
Attraction Marketing has been working great and the reason why is pretty obvious. You help others and therefore "attract" them to you. However, the good times can only last so long…
Those who have built businesses based on this Attraction Marketing concept will need to revamp their business model in preparation for the end of these “good times”. As a matter of fact... I have empirical proof that its effectiveness has constantly decreased over the years.
Why am I convinced that Attraction Marketing will no longer be enough as a business model? Simple, for two poignant reasons:
- With the increase in competition, more and more Joes, Bobs, and Marys are coming up with their own “free” stuff all for the sake of attracting prospects - the very same prospects YOUR free stuff is trying to attract.
- In tune with #1, the potential customers at large are getting conditioned to expect FREE, from everybody. And if you don’t give it to them for free, they know they can get it from someone else. OUCH.
You see, these two reasons will slow down your business growth like no other. Your power to “Attract” will continue to dwindle and each “lead/prospect/customer” you have become that much more valuable.
Chaos Marketing Saves the Day!
Sorry to seem all gloom and doom. Believe me, when this hit me I was practically paralyzed with fear and dismay. I mean, that’s what much of my business based on! And now, being forced to face the future, I am looking at the prospect of it getting EXTREMELY hard to continue my business model next to impossible.
That is… unless I think of something else. And that’s when my brain went to work thinking of a new model, the wave of the future, the idea that’ll dethrone Attraction Marketing. And that’s when it hit me. Chaos Marketing.
I haven’t fully developed this idea quite just yet so bear with me…
Before I explain what this is, first think about all the different products you’ve downloaded or received for free. How many of them have you actually digested completely? Do you remember each and every single one of those products you did digest? What about the ones you didn’t even touch?
Odds are, you can barely recall 20% of those products you’ve downloaded.
Let me take a step further. What about all the products you’ve purchased during your purchase frenzy? Bear in mind all the upsells, cross-sells, one-time-offers, downsells, special promotions that you absolutely couldn’t say “no” to. How many of those products you purchased did you go through? How many of them by name do you remember?
People Don’t Consume What They Buy!
Would it shock you to learn that most folks who buy self-help products can’t help themselves (pun intended). They think that the mere act of “purchasing” whatever it is that they purchased is all they needed to accomplish their goal.
They buy purely out of emotions and 2 minutes after they’ve purchased it, they get a sense of satisfaction. They feel “relieved” thinking that they just solved their problems.
Much of those things they buy just sit there… gathering dust.
So it’s up to you and me… to sell these same products to them once again.
The Core (and Potential) of Chaos Marketing
How Chaos Marketing works is that it encourages your existing customers to buy the same product from you, again, and again, until they finally manages to digest it and reap the full benefit from it. After all, that’s what you want right?
To get them the full benefit of what you promised them.
So you sell the same product to the same customer. Now… be fair and give the person a chance to digest it first. But if he doesn’t, say 6 months later, it is absolutely your responsibility to sell the same product to him again. It’s your duty as a marketer to get him to digest your product. And so what if you make a few bucks in the process?
Think of the potential of this idea.
Potential of CM is Limitless...
Think of all your customers and think about how many of then have actually digested your product through and through. Very few of them… This is good news because that means there are that many more customers that need your “prodding“; that need to purchase the same item from you again (and again, and again…) And you’ll easily, double, triple, quadruple the life-time value of your customer.
And that my friend, is Chaos Marketing - here to boost your business when Attraction Marketing breathes its last dying breath.
Now go forth and prosper. And look for my full Chaos Marketing Manifesto coming out soon for $19.95 which I’ll gladly sell to you again and again because you won’t read it after buying it!
Here's to the "Law of Chaos" replacing "Law of Attraction".
Raymond Fong
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To learn more about Raymond Fong and help him develop the "Chaos Marketing Manifesto", visit him at "Chaos Marketing Unleashed".
April Fool's!
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Comments: 60 
About the Author: Raymond Fong
Member Since: 11/15/2007
I'm a Distributor For:: Numis Network
Other Company: Affinity Integration, LLC
Industry: Consulting
Primary Web Site: http://www.RaymondFong.net/
I like it! Got a catchy
I like it! Got a catchy name and everything, lol.
Chaos Vs Attraction Marketing.
Hey Raymond,
This is a great article. What you have to say about this makes sense. What goes up must come down right?
But, (here we go, there's always a 'but' isn't there?) I believe that attraction marketing (or at least the principles it is based on) will always be relevant in a sales process, and a critical element to building a solid business (this has been my experience both online and in a bricks and mortar business, over 13 years).
I believe this, because it is human nature to search for a leader to follow. That is something that hasn't changed. And you still need to attract people to you in the first instance, before you give or sell them anything at all. So regardless of what model you use to make a sale, people have to trust and believe that you are going to help them to get what they want.
I guess to follow on from that concept, an astute leader will interpret the data, and revise their strategy to stay ahead of the market. The marketing model evolves as a function of how the market behaves I guess.
I have personally bought loads of information online, and a lot of it remains untouched (and forgotten about quite frankly - tragic), so that aspect of your "Chaos" model was uncomfortably spot on.
I really enjoyed this piece. Thanks for sharing it.
Cheers,
Tanya
The Law of Attraction Has Always Existed...
...and always will.
I would have to say it's a universal law.
I think the Chaos Marketing theory is interesting, but I'm not sure if it's realistic or ethical.
Who does the greater service? ...the man who teaches his fellow being to learn to fish, or the one who sells him fish over and over and over again, day in and day out?
Now, don't get me wrong. I'm not saying that fishermen are evil, and if that's all they know to make an income, that's OK.
But if you know you could make somebody else's life better by taking the time to teach them to fish, would you do it, or would you keep on selling fish?
And imagine this, if the Law of Attraction (which Attraction Marketing is based on) is not an everlasting, universal law then that means that all of a sudden Napoleon Hill and SO MANY OTHER GREAT MINDS througout history were all wrong.
I think Attraction Marketing really does work, and always will, I just think that some people have gotten too sloppy or too greedy about how they apply it, and like you said, there's more people than ever using it.
That's why you've got to give more value than ever to make yourself stand above the crowd and not appear to be just another sloppy, greedy Attraction Marketer, but a real contributor and mentor.
I think mentoring (teaching to fish) is critical! ...and THAT without expectation of monetary gain. Either you're a teacher or just another fishmonger down at the wharf!
After you teach them everything they need to know to succeed, either they'll want to work with you in an income creating proposition or they won't, but nonetheless you've done your duty as a good teacher and you do that often enough the universe will keep on sending you people to teach "how to fish" and the Law of Karma says that some of them will help you build much abundance in your life.
And there are plenty of people in undeveloped countries that need to have the Law of Attraction brought to them as well.
We have lots to do my friend! We can't just be out selling fish all day...
"The field is white already to harvest... Be ye Fishers of men! Feed my Sheep!"
"Love your God and love one another."
How do you show the greatest love? He who loves most, gives most!
Attraction Marketing has, does, and always will work because it is based upon an unbending, everlasting, and loving law of the universe.
Abundance & Prosperity in all you do,
Randy Enman
Selling the same produce over and over
Raymond
When you say sell the same product again to someone who purchased it before, you're assuming they don't remember buying it.
Are you making a small change to the product, so you promote it as 2.0, and then 3.0? Otherwise I'd think some people will want their money back when they see it's the same.
Rallie, Your Typo Brings Up A Good Point
I know you didn't intend to say "Produce", but think about this...
If you're buying produce, do you want fresh produce, or would you want produce that's been sold to you over and over again?
Just a thought...
Randy
Wait a Minute...
I've tried this Chaos Marketing for years...it just doesn't seem to have much Attraction ;-)
Happy 1st of April
Bruce
A Good Joke...but is There Some Truth to it?
Hi Raymond,
Your point is made about the purchasing of products that never actually get consumed (i.e. - read, in most cases where attraction marketing products are concerned), and it is a valid point. I assume you were joking about actually selling the same product to the same customer again six months later, simply because they hadn't read it yet.
After all, just because someone has procrastinated about reading or using a certain product doesn't mean they are dumb enough to forget they purchased it. I haven't gotten around to installing a new screen door I bought a few months ago, and it's sitting in my garage. If someone tried selling me another one, I'm not going to forget about the one in my garage. They might, however, remind me that it's there and motivate me to install it.
However, if I have a subscription to a magazine, for example, I might add future editions to my stack of unread copies from previous months, and will keep my subscription if I see value in any of the editions I have, as well as the potential value I see in future editions.
This is what I see happening already, with the various membership sites. Rather than charge several hundred dollars for a one time purchase, people are charging less than 50 dollars a month for ongoing value. The upside is there will be more people willing to spend in this fashion. It gets lumped in with the monthly bills. The challenge is you have to provide enough value to combat attrition each month. Of course, this is good for the consumer...if they are paying attention.
Lane Romero-Reiss
Hilarious
Either this is a really good April Fools joke or one of the best people and leading mentors on BN is out of his mind. If he's joking, I'm laughing my head off. If he's not, he's creating quite a stir that just may prove profitable with a few minor tweaks.
Good Stuff
wow this is mind blowing man...nice analysis...
Funny You Mention "Those Self Help People"
Wow - that's interesting, sad, and darn funny... all at the same time.
Not that I could say I'm not guilty of it... I've purchased marketing ebook after marketing ebook... and read MOST if not all of them. And alot of it's the same stuff. So, yea... I've been "fooled" by choas marketing... But in this sense of it, it's the same stuff all bought from a different author or creator. The same re-hashed marketing basics...
Articles, blogs, social media, blah blah blah...
And still my heart is saying to me, "there MUST be more to it than this!" because I'm not getting "exactly" the results I wanted... When in reality if I had spent the time creating content and setting up marketing campaigns, as opposed to scouring the internet for more "secrets" and re-reading the same stuff, I'd be ALOT further than I am today..
(BTW - the 1st course I've taken in a LONG time that actually has a TON of FRESH and VALUABLE material is SEO Networks - thanks Ray! haha)
* * * * *
As far as the "self help" crowd - that's one of the many reasons I created ChangeYourLifeAtWill.com. Alot of basic self help stuff, w/ my own "flavor" added to it, all in my free ebook.
People who love personal development can't get enough of this stuff. And rightfully so. I think of self-help just like showering. If you don't do it everyday, you start to stink (either mentally or physically).. haha
* * * * *
And Raymond - will the book be out NEXT April Fool's Day? ha ha
So What if???
Ray,
While I understand what you are saying... What if you try to resell your materail to the folks that do digest it? I am sure you will have a refund policy if the materail does not offer new information they may be seeking. However in the meantime, if I was billed again for repeat stuff , I am not sure I would return to buy more from you. I would think this would be a risky move for potentially tarnishing your awesome reputation.
There is plenty of chaos to go around ... that you are right on the nose about. Some what of the problem stems from is what is being taught...your competitors are coming up with their own “free” stuff all for the sake of attracting prospects - the very same prospects YOUR free stuff is trying to attract, with often times a remix of all the same STUFF.
I think there should be a test attached, like in real school. If it is the responsibility for the seller then the consumer should be able to put the material to the test, with check points along the way to completion. Marketers write clever copy, which is taught, to reel the consumer in, tell them they will market on the internet for free.... which is bull... well eventually maybe free after the average person spends a ton of time and $...
The marketer sells their stuff and collects their $ and they do it over and over to people who believe they can run a business for free and with no effort as the clever copy states way too often.
So it’s up to you and me… to create trackable check points so they can prove they can manage to digest it and reap the full benefit from it.
Instead of selling them the stuff over and over sell them tests and coaching.
BTW- SEO Networker delivers way to much... I am implimenting, but have not made any money yet. However being a business owner for over 25 years, I realize it takes time and a lot of effort and mistakes along the way before you see real profit.
You tell us this many times, it is not free lunch, that's why there is plenty of room for the folks who are determied to stick it out, providing they have fully understood the market they are going after.
You and Ferny Rock!!!
DrDebND
Chao Marketing the new hottest key phrase in PPC
There is no competition there right now... but I think there will be soon!
Attraction vs. Chaos vs. Interruption vs. Involvement vs...?
Hi Raymond,
Great post my friend. Here's my take.
Attraction marketing will always be around.People are never going to stop reacting to "free". Our job as marketers and suppliers of value is to have a better "free" product than the next guy. Just the same as it will always be our job to simply have a better "paid" product and service than the next guy.
I agree with you.... losts more of this going around, but also much more crappy, worthless information being given. Even now and then you will find someone who is truly offering value (Case in point.. you guys at BetterNetworker) and better quality information than others.
I think there is still plenty on the table and opportunity is everywhere. Especially for "Us", who can create better "free" or "paid" products and services to our target audiences.
Btw.. you got me with Involvment Marketing. I just had to involve myself in this discussion. ;)
Great stuff man... I'll stand by for the Chaos Marketing Manifesto, looking forward to digesting it fast the first time, then over an over. (beat'n the system...muhaha)
Is there a sign-up sheet where we can reserve a copy, don't want to miss out in case you have limmited quantities. ;)
Fabiano Moura
Re:The Law of Attraction Has Always Existed...
Brilliant!
April Fools Day
I thought you were joking, and when I remembered that it's April Fools Day, I knew hat you were. What amazes me is that so many people took you seriously.
Chaos Marketing?
Hi Raymond,
Not sure I understand it all. I could validate it from the point of nutritional produtcs. Customers buy the products over and over again to realise the full benefit and could even try wider range of products when they can trust the brand.
I am not sure how this concept can apply to product like magnetic sponsoring. People buys once and that is it. They could buy other products that Mike Dillard because of the trust we build. Isn't that Attraction Marketing too?
Jackie Khor
http://www.resultmakemoney.com/home-business-4.html
Chaos Marketing Formula
Damn You, Raymond!!!
You just killed our business Attraction Marketing Formula, LLC. Because of you we are going to have to rewrite AMF (change to CMF), rewrite all our newsletters and change the name of our company.
Geez!
Chaos Marketing Formula, LLC... sounds kinda cool. ;)
-Ferny
April Fool
April Fool
You Guys Are Nuts To Say That!
Attraction marketing is here to stay.
It's not about numbers...
It's not about your status...
It's not about getting chaotic...
You can work your butt off, 24/7, with all the blogs, articles, soc.net, etc, but...
As long as you have numbers in your mind...
And nothing other than numbers...
In the end, you'll be a burned-out, broke, un-networked marketer.
Unless you make that other person's life better, you're not going to get paid a dime...
Business is not about numbers or being self-employed...
It's all about making other people's lives better...
And when you make people's lives better...
The link in your network continues...
Because you made that person's life better...
You'll definitely get referrals from that person...
And getting referrals expands your link...
And you define yourself as a true network marketer...
And as a result, attraction marketing rules!!!
This isn't an April Fools Joke.
Sidney Juachon
http://sid.fm/twitter
Hit the re-start button
You never know what you'll 'attract'. But where would you store all of the same stuff? I've got my stuff so stuffed already. Great plans always occur on April 1. M
attraction marketing vs chaos marketing
Raymond
I understand about the freebie delemma just saw another offer come through on my e-mail for more
free stuff . After awhile the market place gets so deluded nobody will be making any money. Are you
truely serious about scrapping AMF altogether, and what will the viability of the current course i'm
taking with you on SEO be?
Dean
I totally agree
I asked Mike Dillard about the saturation part when we went out for dinner after paintball last year. He gave a good answer from the perspective of growing MS, but for those of us without such a strong brand, it wouldn't really apply.
There is a lot of noise going on right now in this industry. Too much free training, too many free reports. It's really not worth mine (or anyone's, IMHO) time to invest in any of it.
The classic MLMbot of prospecting friends family, losing relationships over their business, and believing in "the plan" until death has been replaced by the new MLMbot shouting "I'm a leader! Read my blog, follow me on Twitter, friend me on Facebook" over and over again, louder and louder each time.
Attraction Marketing may not be dead, but the people doing it poorly are drowning out those people that really know how it works.
Chaos in traditional business
There is an old saying in the consulting profession, "If you can't convince the client, confuse him". What Raymond? ;-)
Leaders Unlimited?
When it comes to the saturation point, I wonder if there is a limit to the number of real industry leaders you can have in any one industry.
There is some truth in this
I actually know someone who worked for the largest accounting software firm in the world and supplied software to chartered accountants. He actually DID sell his system to a few accounting firms more than once. It seems they forgot they already paid for it. And we trust our finances to accountants?
By the the way, I am an accountant by prof myself.
It's Been With Us From Day One
Not really. Attraction Marketing isn't going to die LOL. Come on man. You're either joking or you gone nuts. Or sorting a new book out hahaha.
Maybe for those who never understood it's core meaning and where it really came from. To also how people don't buy on logic and emotions, so physcology too.
Choas Attraction is just another name what has been with us for a very long time and has different levels. There is even a level called Cannablism theory to Catastophere theory, and all come from Choas.
Choas theory been with us since the day we were all born, it's in the universe and governs it. It's physcology too and it's also the Alpha leader code.
Attraction marketing isn't going to die because attraction marketing is the child of Choas Marketing. When you live on your own terms, as Donald Trump for example, and you live by this code, then it's choas for the other person because they live by everyone elses neat and polite terms. They get a shock and then they see power, and then pull, and then wow, and got to be with this person or have what they got.
For example....
When Donald Trump lost lots of money years ago the banks came to him ready to take the rest.
He welcomed them without worry and he said he can get all money back and more. Just let him do it. They agreed but they said..
"We sieze on finances, and other things like jets etc etc".
Then choas happened. The ALPHA leader code.
He said, "No! You are going to do it on On my terms. The jets EVERYTHING you finance. It's on my terms?"
They agreed and said yes, ok. Go for it.
And he made money back and more much more.
The law of Continuity, the law of doing it a CERTAIN WAY is the law of that governs the universe and they get a taste of what you have for free. Get info or $1 and get a taste. You like, ok then ok, next month pay in full.
It's been with us even in books since 1800
The law of letting customer make their own decision.
Read Lorenzo paper 1963
I hope I don't see some new product called Choas Attraction. rather, people need to understand attraction, physcology and the laws that have working in Universe from day one.
The rich don't get rich because of anything else but because of their rich THINKING. This is choas because they go against medicore and norm.
If we look at the movie, the Butterfly Effect:
"The Butterfly Effect is one of several recent movies to explore the Chaos Theory, a concept whose foundation is set in the notion that the flutter of a butterfly's wings can set off a tornado in Texas. As the movie illustrates, the smallest events can create tremendous disruptions and unexpected results for future circumstances."
Plus, look at news which I don't anymore. Bombs, war, and movies of horrow and scifi doom shocker etc. Brings crowd in. "EMOTIONS"
Good emotional play here Raymond hahahaha. April (cough)
I think Raymond is pulling people's leg here.
Continuity people, continuity...continuity...the law of the certain way wealthy people build.
Adam
Yes and No
Raymond,
I'm not sure if this is one of the most compelling articles I've ever read, or just a great Aprill Fool's joke! But, it gives me pause to reflect....
For a while now, I've had this uneasy feeling about "Attraction Marketing." I mean, lets face it....the "free line" has moved so much, there are now guys giving away entire marketing systems that people paid over a $1,000 for last year. Where does it stop?
Your theory of reselling is partially true, but I actually read everything I buy. Thankfully, I'm finally buying less and doing more. It's definitely an addiction though, and I needed a 12-step program just to stop buying everyting...lol!
Hmmmm....I think there's a seed for a new product training program....I think I'll call it "Distraction Marketing Formula." Just buy MY product, and I'll teach you how to stop buying everyone else's...lol!
Cheers,
Shecky
http://JeffsBusiness.com
Barry Bonds
I got a text message today from my brother saying, "Breaking News ESPN: Barry Bonds signs 1 year deal with the Los Angelels Dodgers."
At first my heart skipped a beat, but then I remembered it was April Fools Day...
Think about it... think really hard!
-Ferny
Shame Shame Shame
I can't believe some of you actually fell for this..well anyways it just made it more funny for the rest of us bahaha ;-)
Nah, not shame.
Nah, no shame mate. Even I didn't know people celebrated something called April fools until I saw the post and then saw April fools day, and pm'd someone and asked what April fools day is. Hahahaha.
I got people even on twitter explaining to me what it is.
It took 15 mins for mate on skype to tell me April fool is real, it's what people do on April 1st and give me a low down of it's history. There we go, I learn something new everyday.
I actually like the headline. Can be used for other things for sure.