How to Use Attraction Marketing to Skyrocket Your Direct Sales Business

Attraction marketing is a powerful tool to grow your direct selling business and attract your dream hostess, customer and recruit. But there’s more to it than just posting product photos on Facebook or friend requesting 10 people a day. I don’t recommend you do either of those things. Attraction marketing is less about selling or adding more friends, and more about giving and adding value.

A great example is Rachael Ray. Do you know her backstory? She used the principles of attraction marketing to launch her empire. As the story goes, Rachael (I saw her show in NYC so we’re on a first name basis now <wink>) created cooking classes as a way to increase sales in the gourmet grocery store where she worked as the food buyer and Chef. She noticed the biggest problem was that people were reluctant to cook, which inspired the idea for “30 Minute Meals.” The course was a huge success which led to a TV segment, best-selling book, and more – launching Rachael Ray into superstardom! Many businesses use free classes, samples and trial offers to attract their ideal client. Remember all those free rides Uber gave out when they first launched? That was attraction marketing.

But there’s more to it than giving away freebies.

Meet My Attraction Marketing Panel

I invited three direct selling experts to share their insights and advice on how to use attraction marketing – the right way. They also happen to be friends and smart women who I admire because they are passionate about the direct selling industry and supporting you to succeed…and you probably know them, too!

Laurie Girardi

Geek Girl and Direct Sales Expert

Karen Clark

Social Media Expert, Keynote Speaker and Author

Melanie Moore

Director of Training and Development CinchShare

Thanks to all our experts for sharing their wisdom. Please take a minute to check out their Facebook pages and leave a review. You’ll see great examples of Attraction Marketing done right.

Attraction Marketing Basics

Attraction Marketing has many definitions. What does it mean to you?

Karen: Be the kind of person/businessperson that others want to be around and emulate. This affects what you do, what you say, how you respond and how you represent your business.

Melanie: It’s having people know, like and trust you as a person, versus trying to convince them to try or trust a product or company.

Laurie: Leveraging your brand ME to engage, build relationships and convert leads by solving problems is what will attract more people to you.

Many entrepreneurs are struggling to market themselves online. What common attraction marketing mistakes could be costing direct sellers leads?

Lynn: Using logos or product photos as their personal profile or cover photo. Humans connect with faces, not logos. A great profile photo should make your tiny circle avatar stand out in the news feed and attract someone’s attention, so they click on over to find out more about you. Here’s a post to help you optimize your personal profile in smart ways.

Laurie: Most Direct Sellers are not optimizing their profile for search engines in their privacy settings. You have to tell Facebook you want to be Google-searchable. To do that go to Settings > Privacy and scroll all the way down to the bottom. Check “yes” to being found on search engines.

Melanie: Too much retail and not enough relations in Facebook Groups, which are more about building community than actually selling.

Karen: I see pushing instead of attracting on Facebook Business Pages. Examples include: Friending someone who liked your page and then messaging a marketing message, adding 20 friends a day to message them, adding 20 people a day to your group, etc. This is not how we would behave in real life, so why online?

Personal Branding

Personal branding is a big part of attraction marketing. How can direct sellers build a personal brand that attracts their ideal client?

Lynn: Stop being one of the thousands in your same direct sales company, i.e., “The (fill in the blank) Lady” and start leveraging your awesome sauce. Dare to be different. Stand out from the crowd. Personal branding is the process of defining what makes you unique, who your ideal client is, and what customers can expect from you. I call it the ‘I’ll-have-what-she’s-having factor’.

Melanie: Be your beautiful, unique self. You’re not a gingerbread man or a company robot. Be honest and authentic; people are attracted to that. Let followers and friends into your world by sharing behind the scenes, let them get to know you; be someone YOU would want to do business with.

Karen: Identify your personal avatar as a consultant and your ‘ideal customer’ avatar. Base these on core values, likes/interests, habits, topics, activities, etc. Be that person/talk to that person. You will attract more of that when you “speak their language” and your visuals/posts are congruent with their style/values. Use good keywords that they would be searching for, too. If you are writing about things that would appeal to them, they’ll be drawn to you.

Laurie: First and foremost, to become a rockstar recruiter, learn how to tell your story — in person, in writing, and in images and video — especially LIVE video. Your story is one of the most powerful attraction tools you have. Once you’re good at telling your story…learn to tell the story of others whose experiences are different from your own. And, of course, join the NDSR so that you have a way to optimize yourself across social platforms telling your story…leveraging the power of search engine optimization.

Attraction Marketing and Facebook

One of the questions I get asked the most is, “Do I really need a Facebook Business Page?”

Lynn: My response is always a question, “How did you find me?” And the answer is usually, “I saw your live video on Facebook,” or “One of my team members shared your post.” So yes, when you create share-worthy content Facebook Business Pages are a key ingredient to attraction marketing success. Your Facebook Page can become the top of your lead funnel.

Karen: Absolutely! The algorithm will not negatively affect you if your ideal customer is always at the forefront and you are truly serving. Again, use language/posts/visuals/videos that your ideal customer wants to see/read/learn, etc. It will drive up engagement which is rewarded in the algorithm. It will lead to shares and conversations and you will be creating true advocates/fans. Plus, a business page keeps you out of Facebook Jail when promoting your business.

Laurie: Yes! I like to say your business page is your storefront … the sign on the street with a peek into what you’re all about. Facebook Pages are Google-searchable, and for that reason alone I recommend you use all the real estate you’re provided there. But…don’t expect people to just show up! You need to drive people to your page (through blog articles, follow-up, Facebook ads, sharing) and then help them see the value in subscribing and following, so they’ll want to come back for more! Ask yourself, “What’s in it for them?”

Melanie: Agreed! We are a fan of using business pages as a resource/online file cabinet for things we want to share in our Customer Groups, Facebook Parties, Opportunity Events, etc. Put everything on your biz page and share away!

Facebook Live is a Game Changer

Facebook Live is the biggest game changer to attraction marketing because live video builds the know, like and trust factor at warp speed. Our live video about this topic had 4,500 views, 1,300+ comments, and 100 shares. Imagine that kind of interaction!

Get more tips and watch a portion of our Attraction Marketing Facebook Live event below:

Content to Attract Your Ideal Client

With all the Facebook algorithm changes, what types of content should direct sellers be focusing on to attract their ideal client?

Karen: Service sells. What’s your audience interested in, what problem do they have, what information do they need, whether or not they use your product/join your team? Be their PERSON, the go-to resource for your topic. Once in a while promote your product/opportunity, but MOST of the time you should be serving. Publish posts that compel people to discuss, share and keep talking. Go back to the comments and interject your own thoughts/responses to keep the convo going.

Laurie: Write blog articles that make you stand out as the authority on your subject, a professional and the ‘go-to’ consultant. You don’t have to create a lot of original content to make a huge difference — I teach the 3 blog articles every direct seller needs to create. Using the content in everything you do makes for stickier relationships. For example…if you have a new host, send her a link to your blog article on How To Host The Best Party Ever…naturally while she’s there, she’s going to poke around at your profile, watch a video and maybe even contemplate the business.

Melanie: YOU are your own best content. Put yourself out there and meet people where they are. Every group has its own heartbeat: what works in your group might bring crickets in mine. Check your group’s pulse by changing up content every once in a while, but if you know your group loves recipes, post recipes. If they like life hacks or mom memes, post those. Whatever keeps your audience engaged and coming back to you, making your group THE place to be! It shows you’re fun and members will think of you as a trusted friend.

Get Started with Attraction Marketing

What should direct sellers do FIRST to start attracting their ideal client?

Lynn: If you’re just starting out with attraction marketing, begin with the biggest search platforms: Facebook, YouTube, and Pinterest. That might seem like a lot, but you don’t have to create separate content for all three. Repurpose your content so you get the biggest reach out of a single idea. Upload Facebook Live video to YouTube, blog about it, and Pin to Pinterest. Then create an Instagram story about it, tweet it and share on Linkedin!

Melanie: First, don’t just creep into business, LAUNCH into it with an online launch party. Second, set up a Customer Facebook Group and get 20 of your ‘ride or die’ girls in there immediately. Let them know you need their support while you’re getting started, and ask them to love and comment on everything so new people joining think it’s the best group ever – and you’re the best consultant ever. Post stuff that makes them never want to leave. Third, set up your Facebook Page and load 10 pieces of good content to it before inviting people to like it, then use it as a resource for everything you’re doing.

Laurie: Build the foundation outside of social media first. Social media is much more effective as a turbo boost when you come from a place of strength. Optimize yourself online and start creating and sharing original content to attract the people who already know you…and build the know/like/trust factor. That same content attracts new leads.

Karen: Use good keywords in everything you post online. Set up a Virtual Launch Party on a Facebook Page event and go live to share your excitement about your new business. Post about the solutions you have and focus on the problems your product solves.

For More on Direct Sales Success:

Ready to really rock your direct sales biz?