The Honey Pot Strategy

A Honey Pot strategy can pretty much be summed up in two words: create value. Strip away the advertising gimmicks and old-fashioned marketing ploys. Instead of trying to message more, more loudly or more insistently, just focus on creating value. If your product is sound and you communicate honestly, you will naturally develop a deep connection with your audience.

Consider this: what if you had something so rich and sweet and irresistible that it would simply pull people in? What if it would not just attract new prospects, but also entice them to come back again and again and tell all their friends? Your online ecosystem can be an irresistible Honey Pot that pulls people in. All you need to do is start building brand value and communicating honestly.

First, shift your attention away from advertising. Stop bombarding people indiscriminately with unwanted, disruptive and frequently irrelevant messaging. Instead, invest in building value: create something that is so useful, informative and maybe even entertaining, that your customers and new prospects naturally gravitate toward you.

Offer a unique solution to a particularly difficult problem while remaining closely aligned to your brand message. It’s best to stay focused on a very specific need or sensibility your target market has. In other words, offer something your audience will want, need or enjoy. That’s Honey Pot value. It will attract exactly the kind of qualified traffic you want – the kind that comes to you already interested, engaged and ready to act.

The real beauty of this is that you can feel good about what it is you’re doing. Every day you’re creating more value for your customers and prospects, not just stealing their time or alienating them with unwanted ads. Instead, you’re always seeking to be more relevant to their specific needs. You’re asking, “What can I do to make your life easier? What can I do to make your life more fun? What can I do to solve the most annoying problem you have?”

When marketers shift from thinking about how to steal your time to thinking about how to improve your life – well, that changes everything. And that’s what the Honey Pot strategy is all about. It’s a fundamental shift in the way we approach marketing – through attraction.

Many businesses see the value in this new strategy, but don’t fully grasp that they can implement it to make this new form of relationship marketing work for them. They need to define exactly what their Honey Pot can be.