Church of the Invisible Hand
How a Magnet Can Help Your Message
So, I always hear about the importance of attracting the right kind of clients and customers. Attraction marketing, I think they call it. Make sure your brand and message is attracting the right type of people.
All sound advice, I'm sure. But there is another side.
Something I have infrequently heard referred to as "Repulsion Marketing."
It's part of something called The Magnet Effect, and it works like this.
Every magnet has two sides. A positive force and a negative force. One side attracts. The other pushes away. But one can only exist with the other. It's inescapable.
So here's what that means to you. It means that if you're only focused on who you want to attract, you're not doing your job. A magnet that doesn't repulse, can't attract. It's a universal law, and it applies to everything you do.
Once you get this basic principle, everything gets a whole lot easier.
Look at the greatest pop stars. Their fan base is never lukewarm, and there detractors are never indifferent. For the most successful entertainers, you either love them or hate them. There's rarely an in-between.
Same thing with talk show pundits and politicians. The more radically they push away one demographic, the more feverish their own fan-base becomes. If you try to please everyone, you end up pleasing no one. So don't try to please everyone.
Understand the Magnet Effect. Accept that there must be balance in the universe. And use it to your advantage.
You can't have success without also having haters. So take an active role in controlling who your haters are. That will give you more ability to attract the people you actually want to serve.
Written by Nathan Fraser Direct Response Copywriter Marketing Consultant High Priest of Propaganda
How to Build Better Relationships by Pushing People Away
I always hear that you should never talk politics with clients or potential customers. It's kinda like an unwritten rule of business. Never risk offending someone who gives you money, right? Wrong!
This is something I totally disagree with. And it drives my business partners insane. But give me a few more lines and I bet you'll feel the same way I do.
So, here's the deal. I've been doing radio and podcasting for about 8 years now. And I've always made it a point to be divisive in my content. I known my target listener, and I deliberately do all kindsa things to repel anyone else.
I may lose listeners from time to time. But I have the most loyal community. I have listeners and supporters that go the extra mile. And I thank them all for it.
I am real with my audience, I let them know about my shortcomings as readily as my proudest moments. And I tell them things that I know will hurt some of their feelings. And that's ok.
Recently, I started new business, with two other partners. They were stupid enough to put me in charge of marketing.
I handle marketing the same way I handle my podcast. And this is something we go heads over, all the time.
I make a course, and leave subtle hints to my political believes, and they freak out. I send out an email that will trigger some feelz, they say "No way, Jose". I use words like "feelz", they tell me it's "unprofessional".
Well, jokes on them. I do it anyway. And let me tell you why.
Because, I only care about you. And I don't mean that in a "just got caught cheating, boyfriend" kinda way. I mean it in an "I don't care about people who don't get me" kinda way.
See, here's the thing. Running a business is kinda like running a podcast. You gotta pick who you wanna serve, and give them everything you got. And most of all, give them the real you.
Your podcast might not be for everybody. Mine isn't. That's for sure. And your podcast, product or service will not be for everybody. But that's ok. Because it is right for some people.
And every ounce of energy you waste being fake for people who don't love you, is an ounce you can't give to people that do.
Now, does this mean you should just shove your political opinions in all your costumers faces? No. And I try not to make a habit of it. But does it mean that I hide that part of me away, where nobody can ever see? Not at all.
Truth is, I am a free market anarchist. I love the freedom of the marketplace. Now, you don't have to agree with me. But I won't hide it from you, just to get your money.
And if knowing this does stop you from doing business with me, I don't want your money. Well, I mean I do. But I want money from people I love serving. Not just from people who hate me but are willing to pay for my results.
This is the way I have always been. And I rarely hate my work. I may not always get as many jobs as other people, but I always love the clients that I work with. And I'm always willing to give them my all.
So, here's the deal. If you are starting a podcast, no matter what the subject, don't be afraid to be you. If you are starting a business, don't be afraid to be you.
Gary Vee gets up on stage in front of billionaires and drops the f-bomb. He speaks what he feels, he gives great business advice, and he curses like a sailor.
Ray Edwards is another brilliant business mind. I've listened to him on (literally) a thousand different podcasts. And I've never heard him swear. Not once. But I've heard him call out socialists for the hypocrites that they are, on many occasions.
Pat Flynn is right up there with both of these other two guys. I love his podcast, and listen to it all the time. I've never heard him swear, and I have no idea about his political beliefs.
Which approach is correct? All of them. As long as they're being real.
Yes, I may offend you from time to time. And if it happens too often, you'll stop reading, or listening. And I'm ok with that.
I have customers that I want to serve, that I love to serve. And if you're not one of them, move aside so I can get to them.
The point is this. Love the ones you serve, serve the ones you love. And give them all you have. This is a life rule. It applies to podcasting. It applies to business. And it drives my business partners insane.
Yes, it defies conventional wisdom. But, in this case, conventional wisdom is wrong.
I'm gonna keep living by it. Because it works for me. And you can know that if I ever work with you, it's because I love doing so, and you will get my 100%. And that's the way it should be.
If you're about to start your business or podcast, make sure that you keep it real. People don't follow those who they can't connect with. And people can't connect with you if they never even get to know you.
Why You Should Never Sell Ice to an Eskimo
I once knew a guy named Mike, and he was one hell of a salesman.
He was the kind of guy that could sell ice to Eskimo. He could sell anything to anyone, and he took pride in that.
In fact, he could sell people on doing all kinds of things that weren't in their best interests.
He broke a lot of hearts, and burnt a lot of bridges. He even conned me into doing a few things I later wished I hadn't. And, although I no longer keep in touch with him, I'd bet he's still doing the same thing, to this day.
But it's probably not as easy for Mike as it once was.
You see, after a while, people will start to catch on. They'll realize they've been taken for a ride, and they won't be happy about it. You can only sell so much ice in a frozen tundra before the Eskimos run you out of town.
And that's what happened to Mike.
Mike broke the number one rule of copywriting. He sold ice to Eskimos. And you never wanna sell ice to Eskimos.
And why do you never wanna sell ice to an Eskimo?
Well, it's simple.
1 ) You'll have crazy refund rates. Sooner or later, that Eskimo is gonna realize you pulled one over on him. He's gonna figure out that your product wasn't right for him. And he's gonna want his money back.
2 ) You damage your reputation. He's gonna tell his friends that you tricked him into buying something he didn't really want. That's going to make them all the more skeptical when they deal with you in the future. And if that Eskimo has access to the internet...
3 ) You're hurting trust in the market. A sale is supposed to benefit all parties involved. It's supposed to be a win-win situation. But when a salesman taints the view of selling, the entire marketplace suffers.
4 ) You are depriving people who actually need your ice. There are people in the desert that would gladly buy from you, but they can't. You're all the way up in Alaska, ignoring the real people you should be serving.
5 ) You work twice as hard. Yes, it might help inflate your own ego. But you're working twice as hard, for results that will be short lived. The most important part of of marketing is putting the right message in front of the right audience.
Sales is not about profit at any cost.
Sales is not about manipulating people out of their hard earned money. Sales is about connecting people with a solution that is right for them, in a way that also benefits you.
If Mike is still out there, trying to make a quick buck at other people's expense, it won't last. The days of tricking people into buying your snake oil are numbered. And the clock is ticking.
When you're writing your advertisements, don't try to sell to everybody. Don't try and convince the wrong person to buy. Only worry about the person that actually needs what you are selling.
This is the foundation of great copy.
It's not sexy. It's not ninja. It's not on fleek. But it is what works.
Never sell ice to an Eskimo.
Instead, take your ice to the desert, and sell it there.