The Lighthouse Marketing Parable

For four years I have been developing a marketing principle we call "Lighthouse Marketing." People love the imagery of the Lighthouse, and since we started, it seems like the principle of attraction has become the next big thing.

Recently I picked up a coffee table book about Lighthouses by freelance writer Jenny Linford. I love this passage:

"Ever since ancient times, humanity has used beacons to warn of danger and for guidance in the dark. The lighthouse, whose practical function is to guide and warn sailors, is also an emblem of hope, a symbol of man's ability to challenge the darkness. From the Pharos of Alexandria, one of the Seven Wonders of the Ancient World, to Ireland's Fastnet light, lighthouses have involved formidable feats of engineering skill. Many of them were built in dangerous conditions, with the construction teams battling against high tides and treacherous reefs."

That sums up the principle of Lighthouse Marketing on every level. Most marketers aren't like lighthouses, they're more like search lights, out in a little rowboat trying to find one prospect at a time, and rowing their arms off. Lighthouses don't move. They just sit up on the rock and attract. They are permanent, powerful, and based on attracting instead of chasing.

To be a lighthouse marketer requires 3 things:

1. The right mindset
2. The right opportunity
3. The right system

If you have those three things, you can establish yourself as an attraction marketer, generating leads on demand and recruiting and building your business almost on autopilot.