The principle of attraction is most frequently presented as a metaphysical concept, carried to foolish extremes—thinking will make it so. The idea is simple: Almost all marketing and prospecting is done as hunting, which makes potential customers or clients feel like prey.
Instead here is the much smarter, more sophisticated question: How can I set up a system of attraction that brings a steady, reliable stream of ideal potential customers or clients to me, asking for my advice or assistance as a trusted authority or provider in their category of interest or, even better, who are predetermined to be my customers or clients if accepted?
This information enabled us to reduce the size of the potential market by nearly a third, spending 100 percent of the available resources on only 66 percent of the dentists—thus more per high-probability prospects—and spending zero on low-probability prospects. This information also led us to re-craft the message toward dentists 50 and older who worried they would lack the financial resources to retire as hoped. Years back, someone who had used my Magnetic Marketing System came to me with the bad news that it wasn’t working despite his having followed my models for his message and for the media.
By relocating the same campaign to streets featuring nice homes with well-manicured lawns and late-model cars in the driveways—and being certain to mail only to homeowners, not “occupant”—I delivered a return on investment of $7 for every $1 spent on the marketing campaign. As you can see, who you deliver a marketing message to can be at least as important as the message itself. Most marketers practice blind archery, wildly and randomly firing off as many arrows as they can, hoping a few hit any target. You are fascinated with your thing—your gourmet pizza, your chiropractic care, your financial planning and products—but few share your fascination. Some homeowners buy furniture because they simply need a couch, and some get carpets cleaned only because they have filthy carpets.
One client who sells mattresses priced at $4,000 to $35,000 (versus the national average price of $600) is not selling mattresses.
In my practice as a direct-response copywriter, I use Process Strategy: In an ocean of other writers, I never take assignments or discuss tasks with new clients. Tom Monaghan originally skyrocketed Domino’s Pizza from tiny shop to global empire with Guarantee Strategy.
A group of seven-figure income advisers that I’ve been coaching use Message-Market Match: They focus exclusively on retirees interested in creating income for life from accumulated assets, and they position themselves as experts with authored books, local radio programs, infomercials, targeted TV ads and “Evening With Author” workshops.
Financial adviser Isaac Wright is one of about 100 who follow a model devised by me and financial industry consultant Matt Zagula in promoting a consumer’s guide to finding the right adviser and his book How to Navigate Your Way to Secure Retirement: A Retiree’s Guide to Removing Roadblocks and Hazards While Gaining Confidence and Peace of Mind. This is why a simple switch—from offering a “Free Workshop” to “An Evening With the Authors” in financial advisers’ ads—provided one client not only an increase in attendees but also improvement in their quality (average investable assets). One key purpose is effectively communicating with your target prospects in the way they prefer and are most responsive to. Or consider these facts about direct mail that will surprise many young businesspeople: The 2011 Epsilon Research Preference Study shows that, despite 66 percent growth in use of online social media, direct mail remains the No. In business-to-business marketing, one of the most telling and ironic facts is that Google uses direct mail to sell its pay-per-click advertising. The use of direct mail for marketing and sales purposes rose by 5.8 percent from 2010 to 2011. The principle is: Don’t yell out a product-price offer and hope some people come to buy it.
Wandering a Las Vegas auto museum, my wife and I came upon Dean Martin’s 1986 Rolls-Royce Corniche Convertible.
Today in Orlando, huge numbers of luxury houses are on sale at bargain prices but if you are predetermined to live in Disney’s ultra-luxury community, Golden Oak, you’ll pay full retail and top dollar.
The purpose of all the strategies I’ve described here is to have new customers or clients coming to you, predetermined to do business with you, if they can and if you’ll accept them. Evidence for the existence of Earth’s magnetic field has been pushed back about 250 million years, new research suggests.
Earth’s magnetic field was born by 3.45 billion years ago, a team including researchers from the University of Rochester in New York and the University of KwaZulu-Natal in South Africa report in the March 5 issue of Science. That date falls?during life’s earliest stages of development, between the period when the Earth was pummeled by interplanetary debris and when the atmosphere filled with oxygen. The researchers measured the magnetic strength of certain rocks found in the Kaapvaal craton of South Africa, a geologic region known to date back more than 3 billion years. The Greenstone Belt in South Africa had rocks that were just right: crystals of quartz less than two millimeters long with nanometer-sized bits of iron-containing magnetite embedded in them. Tarduno and his colleagues had studied similar rocks in 2007 and found that a magnetic field half as strong as today’s was present 3.2 billion years ago. To determine if the early magnetic field was enough to hold back the rain of radiation, the team needed to know what the sun was doing. The amount of radiation regularly reaching Earth from the sun 3.45 billion years ago would be comparable to what rains down on the planet during the most powerful solar storms today, Tarduno says.


The study “can be used to guide our searches for other life-bearing planets” as well, says astronomer Moira Jardine of the University of St. Despite the fact that no extrasolar planets with magnetic fields have ever been detected, Jardine and Tarduno remain optimistic. Electromagnetic locks have the advantage of being extremely secure as they utilise all of the benefits of electromagnetism to provide a strong and reliable locking mechanism, of course this means that they can be used in a whole host of different situations, including doors that open inwards and doors that open outwards. This versatility means that we can supply a number of different types and sizes of electromagnetic locks, all of which are manufactured using the most suitable materials, and our installation team are experts when it comes to fitting them and supplying power to them in a way which will ensure maximum efficiency. Of course, these locks will either need to be active at all times or during working hours only, depending on where they're fitted, and our team have the skills and knowledge to ensure that you receive the most suitable electromagnetic lock for your needs.
So whether you're looking for an electromagnetic lock or electromagnetic hold open devices, please don't hesitate to contact us for more information. If you require a secure and reliable locking system then look no further than our extensive range of electromagnetic locks. It won’t, but it is a legitimate principle when applied in a practical manner, as in a marketing strategy, and that’s what my trademarked Magnetic Marketing System is all about. Most advertising and marketing is product-centric and push-engineered: We’ve got this stuff to sell; how can we sell it?
One is no more or less important than the other; nor should they necessarily be in a 1-2-3 order. Simply, each person wants most what is clearly and specifically for him or her, not for anybody and everybody.
Their reason for buying his service—which would help them start a sideline business, a weekend-operated dental assistant career school—was to accumulate more money for retirement than their practices would provide. We mailed initial information only to dentists 55 and older and only in certain geographic areas. In addition, the message mentioned accumulation of up to $1 million in three to seven years outside the practice for on-time retirement, achieving what I call Message-Market Match.
He owned a carpet cleaning company and had tried a direct-mail campaign to people living within a convenient radius of his offices. When you use fewer arrows precisely aimed at one carefully chosen target, you can cut the fat, waste and frustration out of your advertising and marketing. In fact, it sounds odd and difficult, and requires sacrifice of time on the golf course or with family. But most are interested in other things: having a more contemporary-appearing, more stylishly furnished, more beautiful home that impresses friends, or a healthier home environment for their new baby. The company sells a good night’s sleep, guaranteed, to chronic back pain sufferers or insomniacs or snorers with sleep apnea. Most people don’t trust salespeople and don’t trust themselves with salespeople, so anxiety and resistance rise even if they are interested in or seeking a given product or purpose.
Instead I sell only one thing first: a day of diagnostic and prescriptive consulting, at a fee of $18,800, in which I uncover opportunity and build strategy and projects.
The company was the first to move this type of product from drugstore shelf to TV infomercial and built a business worth more than $800 million a year. He did not promise the “best-tasting” or even “good” pizza, but focused on delivery in 30 minutes or less. My friend Joe Polish and I brought this approach to the mundane and oft-commoditized service of carpet cleaning, with free recorded messages to raise consumer awareness about allergens and germs in carpet that isn’t regularly cleaned. No medium is inherently better than another any more than a hammer is inherently superior or inferior to a surgical scalpel.
That means setting aside your biases and preferences, peer pressure and superficial cost considerations in favor of simply what works best.
1 choice by consumers for receipt of information in many product categories, including health, travel and finance.
To be comprehensive, every medium that can be made to pay needs to be used—because diversity equals stability. Instead get interest and permission from prospects to communicate with them repeatedly and persistently. From the seller’s standpoint, predetermination makes competition irrelevant and supports price elasticity. The field may therefore be old enough to have shielded some of the planet’s earliest life from the sun’s most harmful cosmic radiation. Several earlier studies had suggested that a magnetic field is a necessary shield against deadly solar radiation that can strip away a planet’s atmosphere, evaporate water and snuff out life on its surface. Using a specially designed magnetometer and improved lab techniques, the team detected a magnetic signal in 3.45-billion-year-old rocks that was between 50 and 70 percent the strength of the present-day field, Tarduno says.


Tarduno and Eric Mamajek, an astronomer at the University of Rochester, used observations of young sunlike stars to infer how strong a solar wind the Earth was up against. This quick rotation powered a strong magnetic field, which heated the sun’s atmosphere and carried away mass and angular momentum in a strong solar wind of charged particles.
The aurora borealis, caused by solar wind particles accelerating along Earth’s magnetic field, would have been visible as far south as present-day New York City. I prefer selling in a low-resistance environment, in which the consumer feels he is discovering, selecting and coming to you rather than your appearing uninvited and pushing a proposition.
If you can accomplish this for your business, it might beneficially (and maybe radically) alter your entire experience of doing business. The diametrically opposite approach is customer-centric and attraction-engineered: Who are our ideal customers, and how can we attract and interest them? The result: His publishing business went from losses to huge profits, with well over $1 million in income over the next 24 months. But the 50-and-older dentists were very interested in a speedy solution to underfunded retirement. That factor was the prime interest of working moms arriving home to hungry families and of the nearby dorms of college kids who’d smoked funny cigarettes, urgently needed carbs and were in no condition to fetch them. The core of a magnetic marketing message is information of profound interest to your target audience.
Behind it, this fact: The higher a person’s income, the more he is being paid for who he is (in the view of his target market), than for what he does or sells.
Many marketers have abandoned Yellow Pages for Google Places, yet certain target prospects—notably the 55-plus age consumer—still prefer referring to the Yellow Pages and go there first. Big shock: The 18-to-34 age group still prefers receiving information in these categories via mail. Iron minerals record the strength and direction of the magnetic field that was present during their formation. But you also have to have a magnetic field, because that protects the atmosphere from erosion and the complete removal of water.” Mars may be dry today because it lost its magnetic field early on, he adds. The team calculated that the point where the Earth’s magnetic field cancels out the solar wind would be only about five Earth radii above the planet’s center, less than half of the 10.7 radii it is today. Astronomers might want to focus more on older, less active stars or search for planets with their own magnetic fields, she says. So, add us to your ad blocker’s whitelist or pay $1 per week for an ad-free version of WIRED. This question’s answers can eliminate commoditization and make competition irrelevant, minimize price or fee resistance, facilitate price elasticity and higher profits, make your time infinitely more valuable, and create a less stressful selling scenario for you and your customers—leading to greater customer satisfaction and more referrals. My client Ben Glass III, a Virginia lawyer, advertises and promotes a dozen different consumer guidebooks, each linked to its own website, including Justice for the Bicyclist, The Motorcycle Accident Survival Guide and Robbery Without A Gun: Why Your Employer’s Long-Term Disability Policy May Fail You. This is why Diana Coutu of Diana’s Gourmet Pizzeria invests in world travel to compete successfully in pizza chef competitions and writes cookbooks and health books: It makes her a more interesting and important who, enabling her to sell large pizzas at $20 to $30 versus competitors’ $5 specials. Consequently, astute advertisers are staying put and even expanding their prominence in the Yellow Pages. Twenty-six percent of consumers rank direct mail as more trustworthy than online media, and 50 percent report paying more attention to direct mail than email. To be integrated, all types of media need to be used, and online and offline messages are fit together into an organized system for delivering magnetically attractive information. But when rocks are heated in subsequent geological processes, they can lose or overwrite that record. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Conde Nast.
These questions have a primitive foundation: the caveman contemplating how he can find and kill a beast today so he and his brood can eat tonight. Gardner’s Mattress uses Demonstration Strategy: The company installed its Dream Room, modeled after a luxurious hotel suite, where a potential customer enjoys a four-hour nap on the mattress prescribed.
To be sequential, a prospect’s contact information is captured and then a series of follow-up communications occurs. I did not comparison-shop other Rolls-Royces of the same vintage; I had no interest in any others. They were unlikely prospects for his premium-priced, high-quality carpet cleaning services.



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