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The Law of Attraction Meets Copywriting

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And what a happy union! Why is it so important to incorporate the law of attraction into your marketing plan and copywriting? It could mean the difference of hundreds or thousands of dollars… The difference between customers and lifelong customers… If you think the law of attraction is only for dreamers, think again. Let me tell you why.

I’m sure most of you have heard of the Law of Attraction. It was brought to mainstream public attention primarily by The Secret, and many people have become accustomed to this truth and have begun to live their lives by it. However, there will always be skeptics and those who would never consider incorporating a seemingly idealistic theory into their personal lives – let alone their professional lives.

I, on the other hand, wholeheartedly believe and practice the law of attraction and think it has a very significant presence in the business world. When used and deployed properly, it can mean the difference between being in business and being successful in business.

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On the surface, it may seem that the two have nothing to do with each other. Vision boards, positive thoughts, and daily gratitude exercises are great ideas and inspiring concepts, but how can these be applied to a business environment? Surely you and your employees are not going to be sitting around in boardrooms making vision boards out of magazine clippings. But maybe that wouldn’t be such a bad idea.

But let’s think about it on a deeper level. “Thoughts become things.” “What you put out into the world, you get back.” First, let’s take your product or service. In your field you strive to provide your customers, your customers and the world with the best possible product or service within your power. I hope so anyway. You think about your end users and how they will benefit from what you do. Hopefully her life will be at least a little better now that you’ve solved her problem.

This is also true if you’re making something simple like dental floss. At the heart of what a flosser does is create a product that improves a person’s self-esteem. Think about it. If you’re thinking that good dental floss is just more convenient and effective at removing food from people’s teeth than another brand, think again. (But that’s another article.)

The higher the quality of the product you offer, the better the return you will get. If you see yourself in the business of helping people, you’re already one step ahead of the competition. If you think you make dental floss, sell life insurance, or fix cars, you’re wrong. You think too superficially and you will never get the return you want from your business.

Provide good service and you will get good business. But that’s only step one. Many people provide good service and make a great product without making a profit commensurate with the value they are providing. The Law of Attraction is at work again, this time specifically in your marketing copy.

This is where a good product or good service can go bad – in the presentation. Remember that helping people is your business. Somehow the “thing you do” exists to help people. But if you don’t tell them, they won’t know. And if you don’t tell them properly, they won’t listen.

Words are essentially thoughts. These thoughts will manifest into things. Therefore, it is imperative that these words are good, accurate, and aligned with your target customer. If your business is obsessed with its customers, if the customer is all you think about, you will attract that customer. If you try to lure your customer in with advertising-based language, high-flown descriptions of yourself, and vague claims, that’s exactly what you’ll get. It’s more dangerous than you think if you choose your words carelessly.

Promotion-based language (or “hype”) gets you to the customers looking for promotions, deals and bargains, not YOUR specific services. And when you run out of promotions, deals and bargains, your customers will be running like ants once the spilled soda is cleaned up. Loyalty will be so much harder to achieve.

Mere descriptions of your services will bring you customers looking for those services, but they won’t find your “ideal” customer. And when YOUR service list, the headlines that say YOUR services are best, and YOUR qualifications and experience are placed alongside one of your competitors, there is nothing that can separate you. If the customer chooses you, it is purely coincidental – leaving the store could be guaranteed.

State what you want. Tell your audience exactly what you can do for them in language they understand. Use exactly the language they would use. Market as if you are your customer. Don’t assume you know your customer until you’ve spoken to them. You may find that you are asking about a consumer that doesn’t exist.

If the goal of your marketing and copywriting is to get business, you’re thinking of the wrong thing. Contrary to what it looks like, the goal of “doing business” is a negative thought. It implies that you are not getting enough business. That you need “something” or “more”.

What you should be thinking is, “How can we help our customers better than we are doing now?” or “How can we better convey to our audience how much we can help them?” If you believe in what you are offering and genuinely feel that you can help people in some way, and you don’t tell them, you are essentially stealing from them.

Always think about your “ideal” customer. Satisfy them and then talk to them like you would a friend; They will come. You will have them on.

Thanks to Gina Nero

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