pushing vs pulling in marketing

Attraction is the holy grail in marketing.

When people join your newsletter and buy your stuff on their own simply because they feel drawn to you…

It’s like playing the game on easy mode.

But cultivating that attraction among your audience is a tall task.

However, if you need a lesson in how it’s done…

Just ask the Swedish military:

According to a recent WSJ article, their recruitment rate now tops the U.S.

Why?

Instead of taking a push-based approach and begging everyone to enlist…

They’ve flipped the script.

Virtually all young people are forced to enlist…

But most are then filtered out through aggressive physical, mental, and emotional testing.

Less than 10% end up making the cut.

So military service has become a badge of honor that people compete fiercely for…

Instead of an unwanted obligation they complain about.

I find this fascinating.

People want what they can’t have.

Doesn’t matter whether it’s members-only clubs, limited edition sneakers or sports cars you’re not allowed to sell.

Now, how can you apply this to your business?

Get clear on who your offer is NOT for.

Because the more you can repel those who don’t meet your criteria…

… the faster you’ll attract those who do.

That’s all I got for ya today.

Happy Friday ✌️

Jim Hamilton