March 28, 2025 • 13 mins
Becoming a Customer Magnet: Mastering the Audience Attraction Playbook
Want to grab the book? Go to PlatformGrowthBooks.com
In this episode of the Market Your Message Show, we dive into Chapter One of the 'Audience Attraction Playbook,' a key concept from the Your Message Matters series. Discover the power of pull marketing versus push marketing through engaging content and client relationships. Featuring the story of BlendTech's revolutionary 'Will it Blend?' campaign, learn how to transform your marketing strategies. Unpack the essential steps of the Audience Attraction Playbook: capture, boost, build, borrow, and buy. We also provide actionable exercises for creating your personalized audience attraction strategy, including setting up lead magnets, boosting social media engagement, building evergreen content, leveraging other platforms, and strategically using paid ads. Finally, we outline a sample 60-day plan to kickstart your blogging journey and grow your audience organically.
00:00 Welcome to the Market Your Message Show
00:40 Introduction to Audience Attraction Playbook
01:40 The Power of Pull Marketing
03:33 Why Traditional Marketing Falls Short
06:07 The Customer Magnet Strategy
07:42 Building Your Email List
08:25 Boosting Social Media Engagement
08:59 Creating Evergreen Content
09:50 Leveraging Other People's Platforms
10:21 Strategic Use of Paid Advertising
10:55 Creating Your Audience Attraction Playbook
12:09 Sample 60-Day Traffic Plan
12:55 Key Takeaways
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 2 (00:00):
Hello and welcome to the Market Your Message Show.
We have been working over thelast several months.
Step by step through the YourMessage Matters series.
This is a series of six bookswhere I take what I have been
teaching in my high levelcoaching membership, and I've
(00:21):
been breaking it down intobooks.
And so if you're listening tothis right now, we are getting
ready to start probably whatmost people say.
Is the most need, the biggestneed they have in building their
online business, and that isbuild your.
Audience.
So in this particular episode,we're gonna talk about the
(00:44):
chapter one about the audienceattraction playbook.
Now, this is important becauseyou're gonna learn the
difference between pushmarketing and pull marketing,
and why pull marketing is waybetter than push marketing.
I'm also gonna introduce for youthe different types of traffic,
and there's four specificallythat you're gonna learn.
(01:06):
Throughout this entire book.
Now this is part of theaudiobook that you can go and
purchase, but you're able tolisten to it completely free for
being a subscriber here for theshow.
So if you want to know moreabout the book, the audiobook,
the workbooks, then hop over toAmazon, type in Build Your
(01:26):
Audience and it'll pop up foryou.
Or you can go to platform growthbooks.com.
Alright, let's get into theaudience Attraction Playbook.
Speaker (01:37):
Chapter one, the Audience Attraction Playbook.
In a world of flashy ads andaggressive sales pitches,
BlendTech was just another facein the crowd.
It was 2006, and this humbleblender company struggled to
make waves in a sea of kitchenappliances.
Then marketing director GeorgeWright had an epiphany.
What if they could show offtheir blender's power in a way
(01:59):
that was so outrageous andentertaining that people
couldn't help but watch enter?
Will it blend?
A YouTube series that took theinternet by storm, iPhones, golf
balls, even a garden rake.
Nothing was safe from thewhirring blades of a BlendTech
blender as chunks of marble andshards of electronics flu.
So did the view counts.
(02:19):
Millions tuned in not to watch aproduct demonstration, but to
see what crazy item would meetits demise.
Next.
The genius BlendTech never onceasked viewers to buy.
They didn't have to.
The video spoke for themselvesshowcasing the blender's power.
In a way, no traditional ad evercould.
(02:39):
This wasn't push marketing.
This was pull marketing at itsfinest.
The result, a staggering 700%increase in sales over three
years.
BlendTech transformed from anunknown brand to a household
name, all because they dared toentertain rather than sell.
This is the power of attractionmarketing, the art of pulling
(03:00):
customers in rather than pushingproducts out.
It's about making content sovaluable that your excited
audience comes to you.
This chapter will unpack theaudience attraction playbook.
We'll see why buildingrelationships is better than
chasing sales.
A pull marketing approach canrevolutionize your business.
So put away your sales scriptsand reduce the volume of those
(03:23):
promotional ads.
It's time to learn how to becomethe magnet that naturally draws
your ideal audience to you.
Are you ready to blend your wayto success?
The outdated push.
Why Traditional marketing fallsshort.
Let's examine what most peopledo when it comes to marketing.
They seem to be stuck in a timewarp, still using tactics from
the era of door to door vacuumsalesmen.
(03:45):
They're obsessed with optimizingsales funnels.
Every click page view andinteraction is scrutinized and
tweaked to squeeze out just onemore sale.
It's all about the numbers, babyconversion rates, average order
value, and customer acquisitioncost are their gods.
And let's remember the HolyGrail, immediate revenue.
(04:06):
Who cares about buildingrelationships when you can make
a quick buck now?
They're playing a game calledHow Fast Can We get this person
to Whip out their credit card?
Then there are the aggressivepush marketing tactics.
You know the type those flashyads that scream Buy Now, or the
relentless email campaigns thatflood your inbox?
(04:27):
It's the digital equivalent of aused car salesman in a loud
plaid jacket pushing you to signon the dotted line.
But here's the kicker.
This approach is about aseffective as trying to push a
rope.
First, it creates discomfort.
Think about it.
What's your reaction when youwalk into a store and a
salesperson immediately pounceson you?
(04:48):
You probably wanna turn, tailand run.
The same principle appliesonline.
Push too hard and you'll pushpeople right out of your digital
door.
Secondly, this approach ignoresa crucial fact that marketing
guru Dean Jackson uncovered.
His study found that a whopping85% of buyers make their
purchase decision after 90 days.
(05:10):
Let that sink in.
By focusing solely on immediatesales, you could ignore 85% of
your future customers.
It's like leaving money on thetable, lots of it.
Lastly, this shortsightedapproach, sacrifices long-term
growth for short-term gains.
Sure you might make a few quicksales, but at what cost?
(05:30):
You're burning bridges fasterthan you can build them.
You're trading the possibilityof lifelong customers for
one-time buyers.
It's like the businessequivalent of fast food.
Sure, it might satisfy yourhunger for immediate revenue,
but it's not doing your businessany favors In the long run,
you're left unsatisfied.
Your customers feel used, andyour business's health needs to
(05:52):
improve.
So what's the alternative?
If this is what most people doand it doesn't work, buckle up
because we're about to flip thescript on everything you thought
you knew about marketing.
It's time to stop pushing andstart pulling.
Are you ready to become acustomer magnet?
Pull marketing, the customermagnet strategy.
Have you ever watched a magnetattract metal shavings?
(06:14):
That's pull marketing in action.
You're not chasing customers,you're drawing them in.
Valuable content is your secretweapon.
Blog posts, videos, podcasts,whatever floats your boat The
key, make it helpful, make itinteresting, make it shareable.
Think about the last time youencountered a really useful
(06:35):
piece of content.
Maybe it solved a problem you'dbeen grappling with, or it
taught you something new.
How did you feel about theperson or company that created
it?
I bet you were pretty grateful,right?
That's the power of pullmarketing.
You're building goodwill,establishing trust, and becoming
a go-to resource.
Here's a radical idea.
(06:56):
Forget about selling for aminute.
I'd like you to focus on helpinginstead, answer questions, solve
problems, and share insights.
It's like dating you.
Don't propose on the first date,do you?
No.
You get to know each otherfirst, and then you build a
relationship.
The same goes for marketing.
Create content that acts like amagnet.
(07:17):
Make it so good that peoplecan't help but be drawn to you.
They'll come for the content,but stay for the relationship.
And when the time comes to makean offer, they're already primed
to say yes because you'vealready proven your value.
You've already shown that youunderstand their needs.
Remember, pull marketing isn'tabout immediate gratification.
It's about playing the longgame, but the payoff, it's worth
(07:40):
its weight in gold.
Capture building your emaillist.
Your email list is your digitalgold mine.
It's a direct line to youraudience.
Free from algorithm changes orplatform shifts.
Think of your email list as agarden.
You plant seeds, attractsubscribers, nurture them,
provide value, and watch themgrow.
(08:00):
Build relationships.
It takes time, but the harvestis worth it.
Want to attract subscribers?
Use lead magnets.
Offer something valuable inexchange for an email address,
an ebook, a checklist, a minicourse.
Make it irresistible.
Lead magnets work because theyprovide immediate value.
They're like a free sample atthe grocery store.
(08:21):
Does it taste good?
If so, you'll probably buy theproduct boost.
Increasing social mediaengagement.
Social media isn't just for catvideos and food picks.
It's a powerful tool forvisibility and connection.
Matt Gollard nailed it.
Social media is about thepeople.
It's not about your business.
Provide for the people and thepeople will provide for you.
(08:44):
Focus on value-driven content.
Share insights, ask questionsand start conversations.
Treat your followers likefriends, not potential
customers.
Want more engagement?
Be engaging.
Respond to comments.
Join discussions.
Show the human behind the brandbuild, creating evergreen
content.
(09:05):
Evergreen content is the giftthat keeps on giving.
It attracts traffic long afteryou've hit publish.
Pick your preferred method forblogs, podcasts, YouTube videos,
medium articles, and Pinterestpins.
The key is to make itdiscoverable and valuable over
time.
SEO is your secret weapon.
It's how people find yourcontent months or years later.
(09:28):
Use relevant keywords.
But don't stuff them in.
Write for humans first, searchengine.
Second, think of BenjaminFranklin's, poor Richards
Almanac.
It was packed with helpfulinformation, witty sayings, and
weather forecasts, and peoplelook forward to it each year.
That's evergreen content inaction.
Borrow leveraging other people'splatforms.
(09:50):
Why build an audience fromscratch when you can borrow one?
Guest appearances on podcasts,blogs, and video interviews.
Put you in front of a ready-madeaudience.
It's like being the opening actfor a famous band.
Tim Ferriss nailed the strategywhen launching the four Hour
Body.
He went on a massive podcasttour reaching millions of
(10:10):
listeners the result.
A New York Times bestseller tosecure guest spots, offer value,
pitch unique angles, and make iteasy for the host to say yes.
Bye.
Strategic use of paidadvertising.
Paid ads can amplify your reach,but use them wisely.
The goal, build your list andprovide value, not just push for
(10:31):
immediate sales.
Try a free plus shipping bookoffer.
You're using ads to get yourvaluable content into people's
hands.
It's a relationship starter, notjust a sales tactic.
Remember the Nielsen study.
Recommendations from people weknow are still the most credible
form of advertising.
Focus on building relationshipsand word of mouth Marketing will
(10:53):
follow today's exercise.
Create your audience attractionplaybook, draft.
Are you ready to implement theaudience attraction playbook?
Let's roll up our sleeves andget to work.
Grab a pen and paper.
We're about to map out yourpersonalized strategy.
Step one, identify your primarycapture method.
What's your irresistible leadmagnet?
(11:13):
A cheat sheet.
Mini course free consultation.
Brainstorm five ideas.
Pick the one that makes youthink I'd sign up for that in a
heartbeat.
Step two, choose your strategiesboost.
How will you amp up your socialmedia game?
Maybe it's daily tips onInstagram or thought provoking
questions on LinkedIn build.
(11:34):
What evergreen content will youcreate?
A weekly blog post, a monthlypodcast episode, a YouTube
tutorial series.
Borrow, where can you gueststar?
Find three podcasts, blogs, orYouTube channels in your niche.
They're your targets.
Step three, outline a buystrategy.
If you had$100 to spend on ads,how would you use it?
(11:58):
Perhaps a Facebook ad promotingyour lead magnet or a free plus
shipping offer for your book.
Step four, craft your 60 daysample plan.
Let's focus on the buildstrategy, specifically creating
a blog to generate evergreencontent over eight weeks.
Here's a sample 60 day trafficplan, week one, research and
(12:20):
planning.
Week two, set up your blog.
Week three, write your firstblog post.
Week four, promote your firstpost.
Week five, create and publishyour second post.
Week six, optimize for SEO.
Week seven, expand your content.
Week eight, analyze and Adjust.
(12:41):
This plan focuses on the buildstrategy, specifically blogging.
It aims to create a strong baseof evergreen content in eight
weeks.
Remember, progress overperfection.
This is your roadmap to becominga customer magnet.
Key takeaways, pull Marketingfocuses on building
relationships leading tolong-term business success.
(13:01):
The Audience Attraction Playbookconsists of five key elements,
capture, boost, build.
Borrow and buy a mix of thesestrategies creates a solid
approach to growing and engagingthe audience.
Hello and welcome to the Market Your Message Show.
We have been working over thelast several months.
Step by step through the YourMessage Matters series.
This is a series of six bookswhere I take what I have been
teaching in my high levelcoaching membership, and I've
(00:21):
been breaking it down intobooks.
And so if you're listening tothis right now, we are getting
ready to start probably whatmost people say.
Is the most need, the biggestneed they have in building their
online business, and that isbuild your.
Audience.
So in this particular episode,we're gonna talk about the
(00:44):
chapter one about the audienceattraction playbook.
Now, this is important becauseyou're gonna learn the
difference between pushmarketing and pull marketing,
and why pull marketing is waybetter than push marketing.
I'm also gonna introduce for youthe different types of traffic,
and there's four specificallythat you're gonna learn.
(01:06):
Throughout this entire book.
Now this is part of theaudiobook that you can go and
purchase, but you're able tolisten to it completely free for
being a subscriber here for theshow.
So if you want to know moreabout the book, the audiobook,
the workbooks, then hop over toAmazon, type in Build Your
(01:26):
Audience and it'll pop up foryou.
Or you can go to platform growthbooks.com.
Alright, let's get into theaudience Attraction Playbook.
Speaker (01:37):
Chapter one, the Audience Attraction Playbook.
In a world of flashy ads andaggressive sales pitches,
BlendTech was just another facein the crowd.
It was 2006, and this humbleblender company struggled to
make waves in a sea of kitchenappliances.
Then marketing director GeorgeWright had an epiphany.
What if they could show offtheir blender's power in a way
(01:59):
that was so outrageous andentertaining that people
couldn't help but watch enter?
Will it blend?
A YouTube series that took theinternet by storm, iPhones, golf
balls, even a garden rake.
Nothing was safe from thewhirring blades of a BlendTech
blender as chunks of marble andshards of electronics flu.
So did the view counts.
(02:19):
Millions tuned in not to watch aproduct demonstration, but to
see what crazy item would meetits demise.
Next.
The genius BlendTech never onceasked viewers to buy.
They didn't have to.
The video spoke for themselvesshowcasing the blender's power.
In a way, no traditional ad evercould.
(02:39):
This wasn't push marketing.
This was pull marketing at itsfinest.
The result, a staggering 700%increase in sales over three
years.
BlendTech transformed from anunknown brand to a household
name, all because they dared toentertain rather than sell.
This is the power of attractionmarketing, the art of pulling
(03:00):
customers in rather than pushingproducts out.
It's about making content sovaluable that your excited
audience comes to you.
This chapter will unpack theaudience attraction playbook.
We'll see why buildingrelationships is better than
chasing sales.
A pull marketing approach canrevolutionize your business.
So put away your sales scriptsand reduce the volume of those
(03:23):
promotional ads.
It's time to learn how to becomethe magnet that naturally draws
your ideal audience to you.
Are you ready to blend your wayto success?
The outdated push.
Why Traditional marketing fallsshort.
Let's examine what most peopledo when it comes to marketing.
They seem to be stuck in a timewarp, still using tactics from
the era of door to door vacuumsalesmen.
(03:45):
They're obsessed with optimizingsales funnels.
Every click page view andinteraction is scrutinized and
tweaked to squeeze out just onemore sale.
It's all about the numbers, babyconversion rates, average order
value, and customer acquisitioncost are their gods.
And let's remember the HolyGrail, immediate revenue.
(04:06):
Who cares about buildingrelationships when you can make
a quick buck now?
They're playing a game calledHow Fast Can We get this person
to Whip out their credit card?
Then there are the aggressivepush marketing tactics.
You know the type those flashyads that scream Buy Now, or the
relentless email campaigns thatflood your inbox?
(04:27):
It's the digital equivalent of aused car salesman in a loud
plaid jacket pushing you to signon the dotted line.
But here's the kicker.
This approach is about aseffective as trying to push a
rope.
First, it creates discomfort.
Think about it.
What's your reaction when youwalk into a store and a
salesperson immediately pounceson you?
(04:48):
You probably wanna turn, tailand run.
The same principle appliesonline.
Push too hard and you'll pushpeople right out of your digital
door.
Secondly, this approach ignoresa crucial fact that marketing
guru Dean Jackson uncovered.
His study found that a whopping85% of buyers make their
purchase decision after 90 days.
(05:10):
Let that sink in.
By focusing solely on immediatesales, you could ignore 85% of
your future customers.
It's like leaving money on thetable, lots of it.
Lastly, this shortsightedapproach, sacrifices long-term
growth for short-term gains.
Sure you might make a few quicksales, but at what cost?
(05:30):
You're burning bridges fasterthan you can build them.
You're trading the possibilityof lifelong customers for
one-time buyers.
It's like the businessequivalent of fast food.
Sure, it might satisfy yourhunger for immediate revenue,
but it's not doing your businessany favors In the long run,
you're left unsatisfied.
Your customers feel used, andyour business's health needs to
(05:52):
improve.
So what's the alternative?
If this is what most people doand it doesn't work, buckle up
because we're about to flip thescript on everything you thought
you knew about marketing.
It's time to stop pushing andstart pulling.
Are you ready to become acustomer magnet?
Pull marketing, the customermagnet strategy.
Have you ever watched a magnetattract metal shavings?
(06:14):
That's pull marketing in action.
You're not chasing customers,you're drawing them in.
Valuable content is your secretweapon.
Blog posts, videos, podcasts,whatever floats your boat The
key, make it helpful, make itinteresting, make it shareable.
Think about the last time youencountered a really useful
(06:35):
piece of content.
Maybe it solved a problem you'dbeen grappling with, or it
taught you something new.
How did you feel about theperson or company that created
it?
I bet you were pretty grateful,right?
That's the power of pullmarketing.
You're building goodwill,establishing trust, and becoming
a go-to resource.
Here's a radical idea.
(06:56):
Forget about selling for aminute.
I'd like you to focus on helpinginstead, answer questions, solve
problems, and share insights.
It's like dating you.
Don't propose on the first date,do you?
No.
You get to know each otherfirst, and then you build a
relationship.
The same goes for marketing.
Create content that acts like amagnet.
(07:17):
Make it so good that peoplecan't help but be drawn to you.
They'll come for the content,but stay for the relationship.
And when the time comes to makean offer, they're already primed
to say yes because you'vealready proven your value.
You've already shown that youunderstand their needs.
Remember, pull marketing isn'tabout immediate gratification.
It's about playing the longgame, but the payoff, it's worth
(07:40):
its weight in gold.
Capture building your emaillist.
Your email list is your digitalgold mine.
It's a direct line to youraudience.
Free from algorithm changes orplatform shifts.
Think of your email list as agarden.
You plant seeds, attractsubscribers, nurture them,
provide value, and watch themgrow.
(08:00):
Build relationships.
It takes time, but the harvestis worth it.
Want to attract subscribers?
Use lead magnets.
Offer something valuable inexchange for an email address,
an ebook, a checklist, a minicourse.
Make it irresistible.
Lead magnets work because theyprovide immediate value.
They're like a free sample atthe grocery store.
(08:21):
Does it taste good?
If so, you'll probably buy theproduct boost.
Increasing social mediaengagement.
Social media isn't just for catvideos and food picks.
It's a powerful tool forvisibility and connection.
Matt Gollard nailed it.
Social media is about thepeople.
It's not about your business.
Provide for the people and thepeople will provide for you.
(08:44):
Focus on value-driven content.
Share insights, ask questionsand start conversations.
Treat your followers likefriends, not potential
customers.
Want more engagement?
Be engaging.
Respond to comments.
Join discussions.
Show the human behind the brandbuild, creating evergreen
content.
(09:05):
Evergreen content is the giftthat keeps on giving.
It attracts traffic long afteryou've hit publish.
Pick your preferred method forblogs, podcasts, YouTube videos,
medium articles, and Pinterestpins.
The key is to make itdiscoverable and valuable over
time.
SEO is your secret weapon.
It's how people find yourcontent months or years later.
(09:28):
Use relevant keywords.
But don't stuff them in.
Write for humans first, searchengine.
Second, think of BenjaminFranklin's, poor Richards
Almanac.
It was packed with helpfulinformation, witty sayings, and
weather forecasts, and peoplelook forward to it each year.
That's evergreen content inaction.
Borrow leveraging other people'splatforms.
(09:50):
Why build an audience fromscratch when you can borrow one?
Guest appearances on podcasts,blogs, and video interviews.
Put you in front of a ready-madeaudience.
It's like being the opening actfor a famous band.
Tim Ferriss nailed the strategywhen launching the four Hour
Body.
He went on a massive podcasttour reaching millions of
(10:10):
listeners the result.
A New York Times bestseller tosecure guest spots, offer value,
pitch unique angles, and make iteasy for the host to say yes.
Bye.
Strategic use of paidadvertising.
Paid ads can amplify your reach,but use them wisely.
The goal, build your list andprovide value, not just push for
(10:31):
immediate sales.
Try a free plus shipping bookoffer.
You're using ads to get yourvaluable content into people's
hands.
It's a relationship starter, notjust a sales tactic.
Remember the Nielsen study.
Recommendations from people weknow are still the most credible
form of advertising.
Focus on building relationshipsand word of mouth Marketing will
(10:53):
follow today's exercise.
Create your audience attractionplaybook, draft.
Are you ready to implement theaudience attraction playbook?
Let's roll up our sleeves andget to work.
Grab a pen and paper.
We're about to map out yourpersonalized strategy.
Step one, identify your primarycapture method.
What's your irresistible leadmagnet?
(11:13):
A cheat sheet.
Mini course free consultation.
Brainstorm five ideas.
Pick the one that makes youthink I'd sign up for that in a
heartbeat.
Step two, choose your strategiesboost.
How will you amp up your socialmedia game?
Maybe it's daily tips onInstagram or thought provoking
questions on LinkedIn build.
(11:34):
What evergreen content will youcreate?
A weekly blog post, a monthlypodcast episode, a YouTube
tutorial series.
Borrow, where can you gueststar?
Find three podcasts, blogs, orYouTube channels in your niche.
They're your targets.
Step three, outline a buystrategy.
If you had$100 to spend on ads,how would you use it?
(11:58):
Perhaps a Facebook ad promotingyour lead magnet or a free plus
shipping offer for your book.
Step four, craft your 60 daysample plan.
Let's focus on the buildstrategy, specifically creating
a blog to generate evergreencontent over eight weeks.
Here's a sample 60 day trafficplan, week one, research and
(12:20):
planning.
Week two, set up your blog.
Week three, write your firstblog post.
Week four, promote your firstpost.
Week five, create and publishyour second post.
Week six, optimize for SEO.
Week seven, expand your content.
Week eight, analyze and Adjust.
(12:41):
This plan focuses on the buildstrategy, specifically blogging.
It aims to create a strong baseof evergreen content in eight
weeks.
Remember, progress overperfection.
This is your roadmap to becominga customer magnet.
Key takeaways, pull Marketingfocuses on building
relationships leading tolong-term business success.
(13:01):
The Audience Attraction Playbookconsists of five key elements,
capture, boost, build.
Borrow and buy a mix of thesestrategies creates a solid
approach to growing and engagingthe audience.
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