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Issue 7 > Why attraction is a mistake in marketing.

Why attraction is a mistake in marketing.

Mark Silver considers 'safe marketing'.

Wouldn't it be nice? If you, and your marketing, could just glance around the world filled with love and zip, zip, zip, clients just moved in? I'l tell you something you may already suspect: attraction just doesn't work in marketing.

Coffee shop. The background beat of some silly pop music. Buzz of conversation. The glow of laptop screens. And then, one near the counter, the other in a window seat, they both look up, and their eyes meet. Attraction! Next thing you know, they're picking out paint colors, and sharing chores in some nice little house in the neighborhood.

It's a cozy picture, isn't it? If only your clients would move into your business as easily. Unfortunately, when your eyes meet theirs, they tend to look away.

How can you get that attraction thing working in your business? Wouldn't it be so nice? If you, and your marketing, could just be glancing around the world filled with love and zip, zip, zip, clients just moved in? Ahhh, domestic business bliss.

You already know, or suspect, it doesn't work like that. You know because you've been trying and it hasn't been working. Except very occasionally. For instance, my wife Holly received a call the other day from someone who had her business card for the last two years, and just had an intuition to call her. Zing! Business attraction! (At least, it better be business attraction! Unless there's something she's not telling me…)

But, if she, or I, or you, stood around waiting for those intuition-based phone calls… Well, you may already be suffering the agony of that waiting. They do come along every now again, so you might believe that's the way that it's supposed to happen. But you'll never have a thriving business if you depend only on those rare birds.

What's going on? If intuition and attraction are real, and you can bet your heart they are, why don't more people call? Is it because you aren't attractive enough?

It's not about attraction—it's about safety. What is attraction? Attraction is about love. That mysterious, ineffable quality that fills our hearts, turns our lives upside down, and makes us crazy.

Everyone wants love, needs love, thirsts for love. So, when it shows up, we naturally go running towards it, right? Or do we?

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