Do you know what makes a No.1 hit song a No.1 hit song? The rock group A-ha! certainly knew. When they launched their song way back (and I do mean way back), they created an underground campaign of sorts. As their song got played on the radio, they’d organise dozens of their friends to call in and request the song–again and again.

You know what happened next, right? By mere virtue of air-play on the radio, the song became popular. The more the radio stations played the song, the higher it climbed up the charts. Attraction, it seemed, created attraction.

The reason why some books sell more than others isn’t because they’re better than others. The reason why a No.1 song stays No.1 isn’t necessarily because it’s the catchiest song going. The core of why it survives is attraction.

So what’s a small business to do?  How can you climb to the top of the ‘charts’ when you’re just an unknown? How can you create attraction to in turn create attraction?