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About The daily Astorian. (Astoria, Or.) 1961-current | View Entire Issue (Dec. 4, 2015)
COAST RIVER BUSINESS JOURNAL BUSINESS BOOKWORM DECEMBER 4, 2015 | 19 M aking A D ifference A lasso just won’t do it. TERRI Neither will a harness, a come- SCHLICHENMEYER along, or a whole pack of sheep- FOR THE dogs. There are better ways to get COAST RIVER customers to your door, but what are they? BUSINESS JOURNAL What’s the secret to snaring new clients? Author Joe Calloway knows, and in his new book “Magnetic: The Art of Attracting you don’t. They have other choices in pur- Business,” he draws it out. A long line down the sidewalk. For a chasing, and they won’t settle for anything business owner, there’s nothing better than less than immediacy. Don’t, therefore, sit to see customers waiting to give you their on an email or tweet from a customer; to money. It’s irresistible and, said Joe Callo- do so is to lose out. way, it’s “what magnetic looks like.” Finally, remember that while you Magnetic is a way of business that at- should work to “re-earn” customer loyalty tracts customers old and every day, there will be new. It’s a method for times when “no” is the pulling in new clients by proper response to a tapping into “the great- client request. Cultivate est marketing program a “filter” and don’t feel of all time,” also known guilty when you listen as word of mouth. to it. “The single most Sound like com- important factor in the mon-sense stuff? Yes, future success of your it is, and somewhat re- business,” he wrote,” petitive but be patient. is this: what your Once you get to the customers tell people nitty-gritty of what’s about their experience inside “Magnetic,” with you.” Making sure there’s plenty to learn. that it’s positive is “the Using his own single most important business as an ex- thing … to grow your ample, boosted by a business.” plethora of stories from That’s done by colleagues, author determining the three Joe Calloway gives things you want your readers sure-fire ways “Magnetic: The Art customers to say about of changing the inside of Attracting Business” you, and the three things of a business in order by Joe Calloway that you “must get right to affect its outside © 2015, Wiley every time.” Those, success. $25 wrote Calloway, are the There are no acci- 208 pages “guiding elements” of dents or incidentals a successful business. in the teaching in this They can’t be general; book. Calloway is they must be specific and “intentional” be- deliberate and, as it seems, politely short cause you can’t, of course, control people with problem clients. He doesn’t suffer but you can control your corporation and fools gladly. Readers might find a few its culture. surprises on that note, which may lead to “Don’t rest on being “different” Cal- real empowerment. loway wrote that being better is the key The repetition here can be a distraction, to magnetism. It’s also important to know but I have to say that I learned quite a bit that the greatest threat is irrelevancy — from this book. If, in fact, you’re looking remember that your customers are con- to gain clients with the right amount of nected, most will research you online, they efficiency, I think you’ll find “Magnetic” to be quite attractive. know about the next new thing, even if W ishing Y ou A Safe A nd H appy H oliday Season! Est. 1919 341 0 H w y 1 01 N • G ea rha rt, O R • 888-466-7491 968 Com m ercia l • Astoria , O R • 800-678-581 4 b kn u tsen @ kn u tsen in s.com • w w w .kn u tsen in s.com