#guest post
What is Customer Magnet?
Pull marketing or Customer Magnet works when the entire external appearance of a brand is tailored to the emotional world of the target group. The luxury label is very successful. A woman who buys a handbag from Vuitton gets much more than a bag: she buys the emotional world of luxury. A guest contribution by Kristin Woltmann.
The message is as simple as it is enticing: instead of chasing after customers with marketing and advertising, we attract them magnetically. While we relax on the beach or sit on the sofa with a glass of champagne, people follow the pull of our offer and give us millions in sales. Does that really work? no What can suction marketing actually do? A guest contribution by Kristin Woltmann
Magnetism or pull marketing doesn't mean you just have to flip a switch to be instantly appealing to customers. Rather, pull marketing is a fine interaction of different facets such as understanding the dream customer, clear standing of your own brand, successful translation into all external appearances and channels as well as ingenious products. Must be clarified:
- How does the dream customer tick?
- Which emotional world suits him or her?
- What does your own brand, your own offer stand for – in one or two sentences?
- What does each individual product stand for?
- How does it solve the needs of the customers? What emotional world do my products open up beyond problem solving?
The clearer you are on the inside, the clearer and more coherent you can bring your brand to the outside world, and the more attractive the overall appearance will be. Clear positioning also means showing rough edges and formulating bold messages. You cannot reach everyone. If you try to get through unclear positions, you won't reach anyone with your wishy-washy marketing.
No suction without feelings
Pull marketing works when the entire external appearance of a brand is tailored to the emotional world of the target group. Luxury labels such as Chanel, Louis Vuitton and Rolex are very successful. A woman who buys a handbag from Vuitton gets much more than a bag: she buys the emotional world of luxury, wealth, prosperity - a feeling of specialness.
For the appearance of your brand you have the choice between different emotional worlds, for example:
- Love, all-round carefree, care, caring, security
- Strength, power, courage, heroism, encouragement
- Wealth, luxury, prosperity, pure abundance
- Enjoy, feel good, relax, devotion
- ...
In order for the attraction to develop, it is important that all the features of your product match the chosen emotional world. This is of central importance, especially for digital offers, which cannot be experienced with all the senses.
Another example of the tremendous pull that coherent, clear, and emotionally engaging marketing can achieve is Apple. As soon as a new iPhone is announced, millions of fans around the world lurk in front of Apple stores to be one of the first to buy their copy for well over a thousand euros. It could hardly be more magnetic. Once established across all levels, the attraction of a brand sustains it.
Clarity is magnetic
If a brand or a product has succeeded in becoming a must-have, buyers in their euphoria even forget the painfully high price. An exciting effect that many luxury labels make use of. They limit their products and create even more desire by denying instant bliss. If you want to buy a Rolex, you run after the seller as a customer - not the other way around.
In other words, pull marketing works—if it does is based on a crystal-clear positioning and is implemented with perseverance, tenacity and consistency.
Warning - toxic!
However, deep distrust is appropriate when this game is turned into manipulative. Sespecially in the highly competitive consulting and coaching market with its many players self-proclaimed premium coach gurus are currently engaging in toxic pull marketing. With false promises, fake testimonials, emotional blackmail and intrusive sales calls, they attract their new customers to make it look like a natural pull. Beware of blatant slogans such as "My coaching will bring you millions!" or "Success comes by itself" - this is no longer about real coaching performance, but about money earned quickly and the next "closed customer".
about the author
With her holistic approach as a holistic business coach
Kristin Woltmann has accompanied over 1,000 women on their way to their own business since 2018. Before starting her own business, Woltmann completed a bank apprenticeship and studied business administration, while at the same time quickly making a career for herself in a financial group. She initially lived out her passion for a healthy lifestyle and spirituality as a yoga teacher, successful blogger and book author and today follows her true calling as a holistic business coach. Success proves her right. In 2021 alone, their turnover was 1.5 million euros.
startup jobs: Looking for a new challenge? In ours
Job Market You will find job advertisements from startups and companies.
Photo (above): Shutterstock
0 Comments