Let’s face it. Everyone wants to be attractive.
It doesn’t matter if it’s business or personal, nobody wakes up and says, “I want to be mediocre today!”
Every single person reading this post wants to be great. You want to attract friends, employees, customers, or maybe even ‘the one.’
The question is – how?
Now, while I’d love to help you win some friends or a spouse, I’m going to focus this post on your business. On attracting people to it – both employees AND customers.
Because if you truly want to grow your business, it’s vital to not only attract customers who write you checks but rockstar employees who bring you to the finish line.
Rockstar customers will:
Create steady cash flow.
Grow with your business.
Refer other rockstar customers.
Rockstar employees will:
Increase customer satisfaction.
Increase customer retention.
Attract other rockstar employees.
You’ve probably heard the old adage, “People are your most valuable asset.”
Well, it’s semi-accurate.
I’d rephrase it to say, “The right people are your most valuable asset.”
Because with the right employees and the right customers, you'll achieve every business goal you have.
Great people can make a poor company a great one and poor people can make a great company a poor one.
Before we dive deep, I’d like to say that things like “deliver a good product/service” or “have good customer service” aren’t going to be listed – those are a given.
These are more unconventional tactics that I see most businesses struggling with.
Let’s do this.
Your ability to create company culture helps dictate how fast (or slow) you grow.
Customers and employees are attracted to companies with positive culture.
On a scale of 1-10, how much do you enjoy going to the BMV?
Nobody does! Every time you go to get a new license or tags, it’s like you instantly became someone’s biggest inconvenience in the world.
You literally feel like a number... because you are! (They make you take one upon arrival.)
If I wasn’t legally obligated to go to the BMV, I never would. The culture not only has affected its employees, but me, the customer as well.
Is your culture affecting your employees & customers?
Culture often makes the difference between disgruntled employees who can’t wait till Friday or productive, rockstar employees who say “Thank God It’s Monday!” (TGIM)
I started Flight Media when I was 21 years old. Although I only had 3-4 years experience working for companies with negative culture, it didn’t take me long to realize:
I felt like a number.
I didn’t feel like part of a team.
I couldn’t wait to leave.
Have you ever felt like that? In a previous job? What about your current job?
These are tough questions to ask. But it’s easy to forget about.
Am I creating a culture that I would want to work in? Because if I’m not, it’s likely my employees feel the same way and my customers are noticing.
A checklist to improve your culture:
Have one (or several) days per month that you work somewhere outside the office.
Show appreciation for every little good thing you see.
Send someone home early (with pay) who is having a rough day.
Take your team to lunch.
Set goals with every team member at the beginning of each year (and do everything you can to help them achieve them).
Go on an expense-paid company vacation.
There’s never been a time in history, where you could speak to your audience or an audience of your choosing, within 60 seconds of your choosing.
10 years ago, if you were hiring, you’d place an ad in the newspaper and rely on good ole’ word-of-mouth till someone popped in for an application.
Now, you can fire out a couple posts on social media and an email broadcast to have 20 applications on your desk in a few hours.
10 years ago, if you were trying to sell golf clubs, you’d run a half-page ad in the Saturday newspaper or you’d send a direct mail campaign to several wealthy neighborhoods, hoping the man of the house found it.
Now, you can run that same promotion through Facebook Advertising to males in Ashland, OH, ages 35-50, who have expressed an interest in golf, with a household income above $100,000.
You could even run an ad to people who have visited your website in the past or are on your email list. (Below is a great example of digital vs traditional marketing)
Have you ever seen one of these in your Facebook newsfeed after visiting a website?
Me, too. Half the time, it’s because our team is running these ads and half the time it’s because I visited Adroll’s website.
Every time Flight Media is hiring, we utilize digital marketing to acquire applications – usually several dozen in the first week.
We also use them to acquire sales leads, which enables me to proudly say, “My sales team and I don't cold-call!”
Leverage these methods to attract employees & customers:
One of the quickest ways to attract people to your business is by having strong leadership.
Strong leaders will:
Create positive culture.
Improve service/product quality.
Retain & attract customers.
Unfortunately, many business owners overlook the potential their leaders have to change their organization as a whole. They discuss their target numbers, rather than what books they’re reading or what they’re learning.
If you want to have a world-class company, you need a world-class leadership team. (Tweet this)
And unfortunately, world-class leadership teams don’t form overnight. It often takes years.
But if you commit yourself to your leadership team and push them to be better, think better, act better – your employees will follow.
And more importantly, customers and potential customers will notice.
Here are a few ways to develop attractive leaders:
Invest your time in them (1 hr/week, minimum).
Buy them a book.
Buy them a course.
Take them to a conference.
Delegate tasks and let them take responsibility.
It doesn’t matter if you’re selling countertops or you’re painting a house, people will look for you online.
And if you have a breathtaking website, you’re more likely to win over the competitor who doesn’t have a website.
The bottom line is that people will quickly bounce from your website if it isn’t easy to use and aesthetically pleasing.
Think of it this way: Your website is your brand hub and social media (see #2) is your proof.
In order to reflect a strong company brand, your website needs to be breathtaking.
Not ‘good.’ Not ‘great.’ Absolutely breathtaking.
Why? Because everybody has a website. Just having one isn’t enough anymore.
What’s the first thing you do, when you hear of a new product, but want to see what other people are saying about it?
Simple, you Google it.
And in 2.18 seconds, you can find any information on the product that you want.
Have a breathtaking website that properly reflects your brand and everyone who lands on it will want to work with you or for you.
Recommended Read: Guide to Increasing Revenue Through Design
I saved the best for last.
If you truly want to unleash massive business attraction, people must view you as an industry thought leader.
Someone who understands the common challenges your customer faces and who has a solution.
But becoming a thought leader is a catch 22, because it requires giving away boatloads of information for free.
While most businesses run at the idea of giving away free information, thought leaders don’t.
Instead, they write blogs, film videos, write ebooks, record podcasts, and give tons of helpful presentations, for free.
Because it positions them as the expert ‘go-to’ person for that topic. And when they give it away for free, their audience begins to respect them, trust them, come back for more, and eventually buy.
For example, if you own a fitness studio, blog about “7 Ways to Cut Fat and Tone Muscle” or “3 Fatty Foods You Should Be Eating.” Make a few video workout tutorials.
Do it enough, and you’ll begin growing subscribers, respect and industry authority.
I got my first real taste of this when I began Flight Media’s blog back in July 2013.
Since then, our audience has grown to 150,000+ readers/year, our customer base has exploded and we attract countless applications every month without intentionally looking.
Everyone wants to work with or for an industry leader. So make sure you’re ‘it.’
A few ways you can begin creating valuable content:
Film videos for YouTube.
Record a podcast.
Write and give away a free ebook.
Volunteer at your local chamber or BNI to present.
These five tactics aren’t based on something I read – they’re based on experience and results.
Some are easier than others. Some take more time to achieve. Some may have skimmed over your head.
But with enough effort and refinement, they will attract more people to your business – customers AND employees.
What is your method for attracting people to your business? Is it working out for you?