Traditional marketing pushes people away! Learn the art of attraction. Entrepreneurs, business owners and marketing managers across all industries are learning the hard way that the platitudes they've read or heard about attraction-based marketing just don't easily translate into their business. In the Rules of Attraction, the author has assembled 14 precepts which allow marketers to put into practice a new philosophy toward attracting clients, winning team cooperation and building a network business affiliates. The Rules of Attraction is a practical, hands-on manual that will assist readers in correctly devising, executing and monitoring attraction-based marketing strategies. It will both shake the foundations of the most experienced marketer as well as serve as a planning guide for the novice. After reading this book, they will be able to clearly define emerging market needs and systemize the creation and implementation of an attraction-based marketing campaign.
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"Business attraction is like emotional attraction. It is as much an art as it is a science." -- Tim Sanders "Yahoo Chief Solutions Officer & author of The Likeability Factor and Love is the Killer App"
About the Author
Mark Deo, business strategist for Wall St. brands as well as Main St., USA was dubbed Small Business Journalist of the year for his CBS radio show, "The Small Business Hour" and in 2003 was voted "Journalist of the Year" by the Small Business Administration. An organizational psychologist, he is a graduate of Rowan and Rutgers Universities and Keller Graduate School of Management. For the last 15 years Mark has been active as a senior instructor for Dale Carnegie Worldwide, the largest training organization in the world.
For over 20 years Mark has worked directly with senior-level leaders to help them profitably grow their business in nearly every industry sector including aerospace, automotive, bio-tech, construction, consumer products, electronics, financial, high-tech, home-improvement, manufacturing, medical, training and many service-based businesses. His clients have included American Express, Cedars Sinai, Northwestern Mutual Life, PHH, Yamaha and scores of other firms.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Appears counter-intuitive, but it really does make sense when you understand it...,
By Thomas Duff "Duffbert" (Portland, OR United States) - See all my reviews (VINE VOICE) (TOP 500 REVIEWER) (HALL OF FAME REVIEWER) (REAL NAME)
This review is from: The Rules of Attraction: Fourteen Practical Rules to Help Get the Right Clients, Talent and Resources to Come to You! (Paperback)
Most marketing involves the seller as the hunter, and the potential customer as the hunted. And all too often, that analogy continues down to the point where the hunted customer is doing everything possible to protect themselves and to escape from the selling hunter. Is it any wonder then that the buyer/seller relationship is so distasteful to many? Mark Deo flips the mindset around in his book The Rules of Attraction: Fourteen Practical Rules to Help Get the Right Clients, Talent and Resources to Come to You! If done correctly, you as the marketer can actually have the customers seeking you out, already "sold" on who you are and what you have to offer before you even begin. I was impressed at how these seemingly counter-intuitive rules can actually produce more results than the tried and true (and tired) ideas.
Contents: Introduction - The Principle of Attraction Rule #1 - Become a Bigger Fish in a Smaller Pond Rule #2 - Make the Problem More Important Than the Solution Rule #3 - Create an Exclusive Community of Super-users Rule #4 - Become the Only Solution Rule #5 - Reject Strategically Rule #6 - Give Information Away Rule #7 - Reverse Risk Rule #8 - Let Design and Color Speak Rule #9 - Win Heartshare Rule #10 - Collaborate Rather Than Compete Rule #11 - Who We Are is More Important than What We Do Rule #12 - Create Standards and Systems that Nurture Growth Rule #13 - Learn the Discipline of Testing Rule #14 - Destroy Your Business Impacting Others - The Rules of Attraction at Work About the Author; Business Attraction Resources, Free Bonus Material Deo frames the principle of Attraction in terms of the lion and the gazelle. The gazelle (customer) is alert, knowing there are lions (sellers) nearby. When the lion starts the chase, the gazelle has only one thing on its mind... escape. So long as the lion is hungry, the gazelle can't slow down or else it will become lunch. But once the lion is able to capture and feed on something, it is no longer hungry. It poses no menace to the gazelle, and the gazelle can graze nearby without fear. Imagine if your company appears well-fed, and your customers don't see themselves as "the next meal". That lack of fear means that curiosity becomes attraction, and the customer is interested in finding out more about what you have to offer. In short order, you have their trust and you're considered a valuable partner instead of just another lion looking for the kill. Deo's rules help you put yourself in that position of trust and partnership. For instance, rule #1 talks about narrowing your target market to a point where you are considered the industry expert. He cites the example of a financial planner who specializes in the education field. Given that teachers have some unique tax situations, they need to have an expert who is up-to-speed on those rules and implications. So by focusing on that specific field, the planner becomes the very big fish in the smaller education pond, and he is the overwhelming first choice of those in that field. If he tried to be all things to all people, he'd drown in the competition and would have nothing to make him essential to his clients. Another valuable rule is #5, which is learning to turn away from opportunities or clients that will dilute your main focus. His example is the Curves fitness franchise. They don't try to be a large, full-service gym catering to everyone from out-of-shape couch potatoes to competitive bodybuilders. Instead, they focus on the "soccer mom", the woman who wants to be in better shape, who doesn't feel comfortable around hundreds of people when they exercise, and who don't have as much free time as they'd like. The locations are small, with a limited set of equipment. The Curves plan is designed for a quick and focused workout, allowing the customer to get in, get their workout in, and get out. The focus and catering to that specific audience works, as the franchise is booming. But to get there, they had to say "no" to a lot of amenities that others considered essential to running a gym. The Rules of Attraction is a solid guide to the business person looking to level the playing field against the mega-corporations. By changing your thinking and mindset, you really can spend less and attract more business, offering solutions to your customers that they can't get anywhere else. And even better, they won't feel like they're being set up as the next meal...
1 of 1 people found the following review helpful:
5.0 out of 5 stars
A Roadmap to Success,
By
This review is from: The Rules of Attraction: Fourteen Practical Rules to Help Get the Right Clients, Talent and Resources to Come to You! (Paperback)
MapQuest can help you get from one location to another. Mark Deo's The Rules of Attraction can get you from marginal success in marketing and salesmanship to a leader in your field. It's all within the pages of this latest book. And the best part: whether you're newly starting or experienced and looking to take that next step, this book has enormous value.
Deo takes us through topics having to do with marketing philosophy, knowledge of the enemy and company self -analysis. His rules, broken into fourteen separate areas, are easily read and understood. I found myself motivated in several areas and particularly enjoyed the rules dealing with Letting Design and Color Speak (rule 8) and Destroying your Business (rule 14). I liked the fact that I could use each rule as its own independent idea and guide, not necessarily a part of the one before or after. This gave me the ability to read the rules in any order I saw fit and refer back to each independent of the other. The book is fast reading and to the point. The rules are clearly defined and thought out very well. I'll use this to improve my own position in the world of marketing and salesmanship.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Rule 1: Read this book!,
By Chris Van Deusen (Torrance, CA United States) - See all my reviews
This review is from: The Rules of Attraction: Fourteen Practical Rules to Help Get the Right Clients, Talent and Resources to Come to You! (Paperback)
As someone relatively new to the Small Business Industry, I couldn't ask to find a better book. Mark Deo has hit the nail on the head when it comes to The Rules of Attraction.
Mark's book is filled with tons of useful information on small business that anyone could use. His style of writing makes it very easy for the newest of business professionals to understand and follow along. Now don't think this book is just for beginners. While the information he portrays in the book may not be new to the veteran businessman, but rather a fresh look on the business world they already know. The Business world of today is changing, and Mark Deo's book shows a great way that we can keep up with it. I'd highly recommend this book to anyone interested in business. 5 Stars!
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