Attraction Marketing: 15 Laws to Win Customers Every Time

Honey & The Flies: Transcript

1. The Laws of Attraction: They are as old as time itself. For the sake of argument, there are 15 give or take.
2. You catch more flies with honey: In other words, it’s easier to get them to fly to you, rather than using all your energy to go after them.
3. 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.
4. Create your target fly profile: Document 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.
5. Be memorable: Knowing 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.
6. Focus your energies on the flies you want: Don’t go after every fly. Some may want more honey than they are worth.
7. You cannot be attractive to every fly: That’s just the way it is. If you were, there wouldn’t be any honey left for anyone else.
8. Do not smear yourself with honey: That’s cheating. You will be attractive for what you are not. Most flies will see through your disguise. This is not sustainable.
9. Don’t just offer regular old honey: Design your honey for the flies you want to attract. Make it so delicious they’ll want to share it with their swarm.
10. Be different in a way the flies care about: The 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.
11. Take creative risks: Remember what makes you different is you and the honey you create. Only you can be you. Be confident in that. Dare to be different.
12. 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. 
13. Don’t underestimate the flies: They are smarter than you might imagine and will see through false words. Flies aren’t attracted to honey they don’t trust. Of course, there are always exceptions: PT Barnum wasn’t entirely wrong when he said, “There’s a sucker born every minute.” Some would argue he never actually said it. But that doesn’t mean it’s not true.
14. Prove your case: Use pictures. Make comparisons. Give the flies just a little taste, so they can’t resist wanting more. Show don’t just tell.
15. Avoid friction: Don’t put fly swatters in their way or allow them to be distracted by zappers. Make it easy for the flies to find you. 
16. Remove the risk of purchase: Like with a honey back guarantee. 
17. Be responsive: Let them know you care. Listen to their complaints. Resolve their issues. Show them your love. Be generally helpful. Take a cue from Zappos.
18. Attract the flies most interested in you: Which will make catching them a whole lot easier. Follow these laws of attraction and you will become lord of the flies.

Lovingly created and voiced by Robbin Block