Judging by some of the conversations I’ve had with people, marketing is seen as something that’s deceptive, difficult, and energy-draining.
One woman business owner once said to me, “The thing I hate about being in business is that I have to get up every morning and market myself.”
(Truthfully, I had never considered business ownership in quite this way, probably because for me marketing is akin to breathing. I do it without thinking about it.)
Fortunately, people who fear or loathe marketing now have a great resource that explains how to make one’s marketing effortless: Gravitational Marketing: The Science of Attracting Customers by Jimmy Vee, Travis Miller and Joel Bauer.
The book is based on the fact that it’s easier to attract clients when you develop an “intellegent marketing system that positions you as an expert.” This positioning, the authors state, “causes qualified and interested prospects to come to you.”
What I like about this book is that it gives you real examples of using informational or educational materials to market your business. For example, experienced marketers know that for B2B lead generation direct mail letters, it’s better to “market the offer” (i.e. a white paper or report) rather than market the company’s product or service.
That’s because people will respond to an offer for information that will make their jobs easier or give them an edge — versus responding to a sales pitch. This concept is the same whether you’re in B2B or B2C.
The authors explain in detail how to use this “gravitational marketing” concept in direct mail, print, free publicity, the Internet, and radio and TV.
For experienced marketers/business owners who use this type of “info guru” marketing to successfully position themselves and their business, much of the information will be a review — although I did pick up a few excellent nuggets.
But, for those of you who dread marketing, this book will help remove your pain and give you a clear set of instructions for making your marketing automatic and effortless.