Cue: a layoff. In the spirit of making myself a more attractive job candidate, I overhauled my Linkedin profile to include the accomplishments and success stories from my “hey-day” in digital marketing consulting and showcased case studies and freelance work I had done for various small businesses over the years. I point this out because for many years I felt like putting that stuff on my LinkedIn profile was the equivalent to bragging, among other negative things (thank you, Imposter Syndrome). But it took an unexpected lay-off from a company I didn’t care for anyway, to reach the mental “f*** it, I’m going for it” phase, and that was that!
After a successful update and publish to my network on LinkedIn, and applying for a handful of jobs, I was immediately called in for interviews. (Say whaaaa?!) Funny thing, the common [first] question upon sitting down with these folks was “hey I saw this Marketing stuff on your resume, tell me about that”.
Talk about one helluva bait & switch…
The conversation turned from being interviewed for whatever job, to “help us with our marketing”. Cue the mental bait & switch: ‘time to spend the next 10 minutes imparting as much information that was humanly possible onto these people, so they can make some small changes and see some quick wins.’ #Connect
In another one of the meetings (with a different company) I got up from my chair and drew a sales funnel on the white board behind me — they took pictures with their phones. In two other meetings I drew it on the back of my resume*, and one of them had an email sequence with suggested titles for emails. #Value
It was music to everyone’s ears, and they were mind-blown at how much they didn’t understand about online business marketing — not because of lack of intelligence, but lack of time and resources.
*Sales 101: Always leave behind either a business card, marketing collateral, or both, for the company to easily get back with you. In this setting, my resume served as this collateral.
Now, normally “Attraction Marketing” is a term used for Online Business Marketing (or Online Marketing of Business, however you want to say it), and this was all done in person. But the principles of Attraction marketing do still apply: The authentic messaging [on my resume] spoke to these people regarding problems that they were willing to buy their way out of, so they asked for more.
I provided upfront VALUE by giving them as much knowledge as I could in that short time period for them to use and generate some small, measurable results. [Side note: If we were doing this 100% digitally, that ‘upfront value” would have been delivered via an eloquently written “how to” blog post or cheat sheet of some kind.] Le Sigh.
But the focus of what happened, and the focus of Attraction Marketing, is to provide upfront value so as to make a genuine connection. In today’s competitive market it’s important (and effective!) to give people a taste of what it’s like to work with you upfront, so they ask for more, and the sale organically transpires thereafter.
When my interviewers referenced the marketing experiences on my profile and expressed curiosity in learning more, to answer their questions I explained that in previous “gigs”, my formulas for online marketing led to two start-up concepts being sold to bigger companies around the 2010–12 time frame.
Additionally, I had consulted with other small businesses on adding digital channels of revenue into their business by simply “re-positioning” their already existing content so they can attract new customers and generate repeat business. Again, this was music to their ears because they were looking for the exact same results that I had delivered in these instances.
We talked about the problems that they were willing to buy themselves out of — I mentioned the difference between Marketing and Advertising (something that I talk in-depth about in my Profitable Online Positioning course), and identified where the gaps in their marketing were. We talked about my track record, and how much money I had made for other comparable small businesses.
Upon confirmation that my “deliverables” were exactly what they were looking for, this led to an organic (albeit unconventional & unintentional) sale on my part, e.g., the Genesis of my Freelance Marketing business.
During my first paid “consulting” session with my new client, I asked them how they collected information on their website. This inadvertently turned into Module 1 of a condensed Online Course (herein referred to as “Profitable Online Positioning”, or, POP) which explains the fundamentals of online marketing to people who are unfamiliar with it.
I showed them how to be appropriately social, and amplify their messaging from a place of authenticity and simplicity (Module 2 of POP course).
Then focus on connecting and serving this potential customer with as much value as possible, either via an email sequence, a blog, something that “keeps the value coming”. (Module 3 and 4 of POP course).
The end result of serving someone with valuable information is that a relationship gets built and potential customers think “this person totally gets me and can help me get out of ___ problem”, and when you do ask for the sale, it organically happens (Module 5 of POP course).
What was a 4-hour long strategy session that involved a handful of managers and executives, a floor-to-ceiling whiteboard and some amazing bagels, ended up turning into my entire POP course. (Sprinkled with some extra add-ons and best practice recommendations).
This same event duplicated itself a few more times, and in different settings over the course of a few months, and then a year. I had reached the point where “Freelance Mel” was “burnt out Mel”, and couldn’t possibly take on any new clients or projects.
The intention of that original consulting session was to outline what needed to be done for these folks, and come up with a 6-month long marketing plan expected to bring in new clients that averaged 10K/month in revenue. Help them connect to their audience, old and new, so they can create a cycle of profit from their Powerful Online Positioning.
I formalized that session into the Profitable Online Positioning [POP] Course that is still being used by Entrepreneurs to get started using Attraction Marketing and establish the digital framework for their online success.
Just as this company evolved into a digital brand closing new deals every week, “freelance Mel” evolved into “The Digital Mel”. [That’s when business started POPing!
The top takeaways I got out of all of those amazing experiences, are the following, which truly embody the term “Attraction Marketing”:
Many folks have their unique ways of doing this. In fact, take a look at this video of me interviewing my friend One-Click Lindsay, about the importance of making connections, and “beating the bushes” to extract as much value as possible.
Many people have asked the same Online Business Marketing questions over the years:
“What is this new method of online marketing for small businesses and how do I employ it for my company?”
“What do you suggest I do to not get lost in the Digital Movement”?
“Business is getting stale and nobody picks up the phone anymore, how do I use the internet to get more customers?”
Fear not, I’ve got you covered. Check out another blog post called “How to use Attraction Marketing to be a profitable industry leader on the web” you may find it very useful.
Did you get a copy of my 5 Secret Sales Strategies for online success from the website? There’s even a workbook that you can get that will walk you through putting the strategies into action, so you can see fast results! (By the way, it’s the same stuff I wrote on the back of my resume in that job interview).
Always cheering you on,
Having spent 10 years in various corporate roles selling software, and bringing start-up ideas to life as bonafide business concepts, Melissa has been a Digital Socialite and self-proclaimed #Digitalpreneur since 2010. Watching her Entrepreneur father succeed in the Financial Services industry, she has dedicated her professional career to enabling small businesses to establish their breakthrough in the Digital Marketplace. A tri-lingual, world traveler at heart, Melissa believes in “laptop life” and provides world-class coaching and implementation of online systems to build a lucrative sales network, and successful, ‘6-figures-and-beyond’ business using the tools you already have.
Book your 1:1 strategy session (worth $180/hour!) at no cost to you, to see where on the web your customers are hiding! https://calendly.com/thedigitalmel/30mintop her a