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!
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