When I was looking for my now husband, I went through a lot of relationship courses, workbooks, and exercises aimed at helping me discover exactly who I was looking for - and who I wasn’t.

The most helpful exercise by far however, was the one that had me flip the perspective.

Instead of thinking about the sort of man I wanted, it had me think about the sort of woman he would be looking for.

I’m sure you’ve done hundreds of exercises on your ideal client, your perfect customer, your avatar. 

You’ve probably spent hundreds of hours on market research, figuring out their demographics and interests and how they spend their spare time.

That’s all important - I'm not saying it was a waste of time.

But I am saying that it will be a waste of time if you don’t take the final, most important step: figuring out who you need to be to attract that ideal Perfect Person.

I’m extremely fed up with the “normal” marketing strategies.

They are akin to the ancient practice of hawking: trying to be the loudest, most visible, and most impressive to catch people’s eyes first.

Not only is that extremely exhausting (and impossible to keep up consistently for empaths like us), it is the exact opposite of what my ideal client, Sonya, would be attracted to.

I know, because Sonya is very like me in that regard. I get a cold, heavy dread in my solar plexus when I see sales people standing outside my gym waiting to waylay me. 

I don’t think I would survive very long in a middle-eastern bazaar; and I probably would kill someone if they physically picked me up and took me inside their store.

Ya feel me?

People talk a lot about the law of attraction, so I started wondering: what are the laws of the universe that govern this theory?

I think perhaps in its strictest form, the law of attraction doesn't have a specified principle.

But attraction itself is something that exists in the natural world and is therefore governed by the same rules as everything else.

Although there are different kinds of attraction, in a marketing context the type most commonly referenced is magnetism.

So let's break down the laws of magnetism and see how they apply to marketing.

1. Law of Opposites (aka “Opposites attract”)

Oppositely charged poles will be attracted to each other, similarly charged poles will repel.

In relationships this is generally understood to mean opposite characteristics: that tall people are attracted to short, those who love pasta will end up with someone who hates it… 

But the reason opposite magnets attract is because the negatively charged ions want to pair with positive ions to find balance: they're looking for what they lack.

In relationships (both romantic and platonic) if you have what they need or want, they will be attracted to you because you offer them wholeness and balance.

2. Law of Alignment 

When creating a magnet, you expose potentially magnetic material to an already existing, strong magnetic field. This causes all the electrons in the material to be pulled in the same direction and spin the same way - creating alignment.

This alignment is what creates the force we call a “magnetic field.”

That’s why the people who are extremely, painfully clear about what they value and where they’re going are able to attract others who value the same things and want to go the same way.

You are the existing, strong magnetic field that magnetizes others.

 Maybe they already have an idea of where they want to go (potentially magnetic), but haven’t figured out how to get there.

When you expose them to the force of your single-minded direction, it guides them into the alignment they’ve been seeking.

And for those individuals who are already clear about where they want to go, your directions have to already be in alignment in order to merge, or else they’ll just bounce off of each other. 

(This is also a beneficial principle in the negative: anyone who is consciously NOT going the same way as you will be repelled and you won’t have to worry about catering to them.)

3. Law of Force

Force = mass x acceleration. 

The smaller something is the faster it has to move (and can move) in order to pack a punch. The bigger and heavier something is, the slower it can move while still having an effect. Large and fast things are unstoppable.

By definition, Avocado Entrepreneurs are small and agile: our goal is to build a streamlined, sustainable cottage-industry type business where we work from home (or wherever we want), have 2-20 employees or contractors, and keep our momentum long-term in order to build a legacy for our families.

The law of force tells us that we should work on improving our speed: being able to decide, plan, and implement quickly to gain and maintain momentum and effectiveness in our niches. 

4. Law of Authenticity

Magnets will lose their magnetism if they’re corrupted by rust, extreme temperature changes, broken, or exposed to a strong opposing field. They also can get weaker over time due to natural decay and individual atoms falling out of alignment.

For us, this means we have to:

• guard our magnetism by staying pure and true to our original purpose and direction
• protect ourselves and our businesses from extreme, sudden changes as much as possible
• not allow strong opposing forces to gain influence over us or our work, and
• be diligent to regularly and wholeheartedly strengthen our purpose by renewing our commitment to our mission.

5. Law of Proximity

For magnets to be effective, the target object has to be within range of the magnetic field.

We can increase our range by creating a larger field (spreading out our marketing efforts over more distribution channels), while staying as solid as possible. Stretching ourselves too thin reduces our effectiveness.

I think of it like rolling out pie crust: you want a circle that is big enough to get the desired result without being so thin it tears easily. 

Temperature also plays a role in both magnetic fields and pie crusts: the higher the temperature, the weaker the integrity of the field. 

In order to apply these principles to our marketing strategies, we ought to consider what we can do to “put our best foot forward” while staying true to our own values and direction.

No one likes a self-righteous jerk who is quick to tell you how much they don’t care what you think, they’re going to do what they think is right.

No one likes a chameleon push-over who only tells you what you want to hear either.

As always, the truth is in the middle of the two extremes.

Use this free workbook to get clear on your own direction and alignment. Make a concrete action plan to become a more powerful magnet so you can effortlessly attract your ideal client!