Design and the attraction process
Mike Filsaime and John Carlton on the copy of the attraction process
Before we get into this video I want to make sure that everyone who watches it knows what we are talking about. I know it sounds silly but for a long time I though copy writers had something to do with copyright. I mean they sound the same, right?
You may laugh and that's okay but before we start I want to to talk about copy and what it is for. Copy is the textual part of the content. It's an old printing phrase meaning the stuff that has to be copied by the print shop.
More than that though copy is the key to making a sale. In the dual cycle diagram we can see that the process of attraction is where the fresh resources (like money) flow into your business. Part of that process is the offer you make to the people you attract.
The offer is part of the acorn in the diagram. In terms of your business the offer is a fundamental part of the product. That's why you have the development and research cycle of improvement - because the offer you make impacts on the kind of copy you are going to create.
As Mike Filsaime points out so clearly in the video - it is the quality of your offer that determines the effectiveness of your attraction campaign. You need to determine if your offer is good at completing transactions. If it is not you are wasting money attracting more people than you need to.
You can not simply hit and hope with the process of attraction. You need to finely craft every aspect of the process from engaging with people to making them an offer for something they feel they need. That attraction process needs to be designed.
Part of that design process is something called social proof. That is the evidence that "other people" like what you offer. We call this endorsements or testimonials and any one is worth more than all the bragging you can offer.
This page was compiled for your enjoyment by Matt B. Matt is the managing director of Adullam Limited a UK based technology company. He maintains a lot of pages around the web including some regularly updated listings on topics such as how to make money online.