To YOU, this deep sea Anglerfish might not be particularly attractive. Under this light, is likely not very attractive to the fish upon which it feeds.

But these anglerfish live so deep in the ocean that sunlight doesn’t reach. To stand out among the darkness, the fish use an appendage just above the large mouth that is filled with bioluminescent bacteria to can emit a curious glow for the purpose of attracting both mates and meals. Their prey never see the vicious teeth until it is too late.

Rather than scouring the ocean for meals and mates, this glowing lure provides a crucial advantage for energy conservation. This system of attracting what it needs to come towards the fish allows it to conserve energy (expending only about 2% of energy intake to swimming for the purpose of hunting and fishing).

While most businesses are not interested in devouring prey in a single bite; they could absolutely benefit from implementing strategies offered by these simple fish into their marketing plans.

Here are my 3 Simple Rules to Attractive Marketing

  • Offer something of value.
    Know what is attractive to your customers. A product or service that solves a problem or fills a need is a great place to start. The best value businesses can offer is to solve a problem consumers don’t really understand they need. Take the iPod for example; there were plenty of inexpensive MP3 players already on the market, but none offered the simplicity and ease of navigation that Apple created with the click-wheel. Sales for iPod didn’t take off until the launch of a FREE software program called iTunes.
  • Offer something unique.
    By unique; I mean something that is not readily available to the marketplace. While gimmicks do have some impact, if they do not deliver value, they only bring temporary benefits. While the plethora of major chain restaurants saturate markets with relatively similar offerings, an independent restaurant could provide unique offerings like locally-sourced ingredients, One-of-a-kind signature dishes, as well as small-group wine pairings, or even cooking classes.
  • Offer something that will benefit all.
    It is important that businesses offer something that will attract customers to them, but it is equally important for the offer to also benefit the business. Profits and revenues are important, but not necessarily the MOST important. Look for ideas to partner with, and cross-promote other businesses or organizations. A boutique retailer can not only offer to sell goods from a local craft-maker, but host them for a VIP reception, then share customer feedback about price, quality, and/or desired features.

Make sure promotional offers, packaged deals, lead-generation programs, and other communications take into account the settings of your target audience(s) and actually peak their interest. Otherwise, they are likely to simply swim right past you.