Last weekend I spent some time in Naples, Florida. On Sunday morning we went to an Art Fair and while walking around was able to acquire not just a FUN piece of art, but a couple of great lessons that I’ll be sharing in the March 2021 No B.S. Magnetic Marketing Letter.
What piece of art did I buy?
Nothing big, but it’s something fun that is now sitting on my desk next to the keyboard. Dan has often talked about the environment you work in, setting your office up with triggers or items that remind you of why you are about to “go to work”, others are Money Magnets to reminders. Dan has a tree full of $20 bills on his desk and if I remember correctly it was a gift from long-time Diamond Member, Donna Krech.
I bought a stack of cash. Two straps of $10,000 USD cash, along with a figure who’s posing as the “Thinker”.
I grew up in the bar and bowling business, where we dealt in cash. Lots of it.
I love cash, real currency. Not crypto, not even using a debit card. I’ve never actually used a debit card.
I love to carry cash. It drives my girlfriend crazy. She’s certain I’ll be mugged.
One of Dan’s Wealth Attraction lessons is that you should have at least one $100 bill, on you at all times, he recently told me “back in the day” many MLM leaders had you carry a $1,000 bill! Ideally, he says you should have multiple $100 bills so they can “Breed”. This stack of money on my desk is another one of the triggers in my office to remind me of the goal each morning when I sit down.
How Well Do You Know Your Ideal Customer, Client, or Patient?
Before you start your next advertisement, you need to do this FIRST.
At our Magnetic Marketing Fast Implementation Bootcamp, we help members really dig into and study who their most Ideal, Customer, Client, or Patient is.
Often times Members and Attendees begin with a very broad description of their ideal customer.
But to create Magnetically Attractive Marketing you need to really go to great lengths to describe your ideal customer, client, or patient.
As an example in his book “The Purpose Driven Church,” which I’d highly recommend that you read, Pastor Rick Warren describes in great detail who is their ideal follower is. This is just a small example of how into detail a church will go to make its message more Magnetic.
PERSONALIZE YOUR TARGET
Once you've collected all the information on your community, I encourage you to create a composite profile of the typical unchurched person your church wants to reach. Combining the characteristics of residents in your area into a single, mythical person will make it easier for members of your church to understand who your target is. If you've done a good job at person collecting information, your members should recognize this mythical person as their next-door neighbor.
At Saddleback, we've named our composite profile "Saddleback Sam." Most of our members would have no problem describing him.
We discuss him in detail in every membership class.
Saddleback Sam is the typical unchurched man who lives in our area. His age is the late thirties or early forties. He has a college degree and may have an advanced degree. (The Saddleback Valley has one of the highest household education levels in America.) He is married to Saddleback Samantha, and they have two kids, Steve and Sally.
Surveys show that Sam likes his job, he likes where he lives, and he thinks he's enjoying life now more than he was five years ago. He's self-satisfied, even smug, about his station in life. He's either a professional, a manager, or a successful entrepreneur. Sam is among the most affluent of Americans, but he carries a lot of debt, especially due to the price of his home.
Health and fitness are high priorities for Sam and his family. You can usually see Sam jogging each morning, and Samantha attends an aerobics class three times a week at the Family Fitness.
Pastor Warren goes much deeper than this and you should too.
The book is one of the best marketing books on the planet!