Valentine’s DayForthwith, a marketing allegory

The Laws of AttractionThey are as old as time itself.

For the sake of argument, there are 15 give or take.

Photo: Olga Zielinska

You catch more flies with honeyIn other words, it’s easier to get them to fly to you, rather than using all your energy to go after them.

Photo: blmurch (Flickr)

Start by making yourself attractive

You must first figure out what is attractive to the fly.

How?Do your research. On the

Internet. Hang around. See what they like to do. Listen to their buzzing. In this way, you will

come to understand them -- like why they fly in endless circles.

Photo: Thomas Shahan (on Flickr)

Create your target fly profileDocument their distinguishing characteristics. Color, wing size, favorite haunts, the flowers and bees they prefer to make their

honey, and of course, the number of hairs on each leg.

Be memorableKnowing the flies will help you relate to them. They will feel

understood, and they will see you can solve their problem.

This emotion creates memory. It’s good to be the one they

remember the next time they get a honey craving.

Focus your energies on the flies you wantDon’t go after every fly. Some may want more honey

than they are worth.

You cannot be attractive to every flyThat’s just the way it is. If you were,

there wouldn’t be any honey left for anyone else.

Photo: Noro

Do not smear yourself with honeyThat’s cheating. You will be attractive for what you are not. Most

flies will see through your disguise. This is not sustainable.

Photo: blmurch (Flickr)

Don’t just offer regular old honeyDesign your honey for the flies you want to attract.

Make it so delicious they’ll want to share it with their swarm.

Be different in a way the flies care aboutThe flies will be attracted to

what makes your honey special. Explain your process for making

honey, and how it makes their lives better, easier, faster

or cheaper.

Take creative risksRemember what makes you

different is you and the honey you create. Only you can be you. Be confident in that. Dare to be

different.

Help the flies understand what’s so wonderful about your honey...

...and why it’s perfect for them. Use fly-speak that’s as distinct as your honey. Don’t use superlatives like the best, the sweetest or the

stickiest. And remember to buzz within reach of their antennae.

buzzzz

bzzzzz

bzzzz

Don’t underestimate the fliesThey are smarter than you might imagine and will see through false

words. Flies aren’t attracted to honey they don’t trust.

Photo: Webbaliah

Of course,

there are always exceptions

PT Barnum wasn’t entirely wrong when he said, “There’s a

sucker born every minute.” Although some would argue he never actually said it. But that

doesn’t mean it’s not true.P.T. Barnum, 1865-1865

Prove your caseUse pictures. Make comparisons. Give the flies just a little taste, so

they can’t resist wanting more. Show don’t just tell.

Photo: Navin Rajagopalan

Avoid FrictionDon’t put fly swatters in their

way or allow them to be distracted by zappers. Make it easy for the flies to find you.

Photo: maverick3x

Remove the risk of purchaseLike with a honey back guarantee.

Be responsiveLet them know you care. Listen to their complaints. Resolve their issues. Show them your love. Be generally helpful. Take a cue from

Zappos (get it?).

Attract the flies most interested in youWhich will make catching them a whole lot easier. Follow these

laws of attraction and you will become lord of the flies.

The EndCreated by Robbin Block

Blockbeta Marketingblockbeta.com @robbinblock

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