This week’s idea: We call it “Attraction Marketing.” And “this” is how it’s done!

with Neil Godin

Roger Killen.  Remember that name, because you’re going to hear it a lot. Roger is co-organizer of Vancouver Business Network, a group with more than 1900 members and counting. Roger has invited me to present at the group’s July 24 Meetup. (I’ll be doing a talk on personal branding – why it’s essential, and the four keys to doing it without spending a fortune in time and money. If you’d like to attend, simply RSVP at ). But that’s not the story.

The story is how Roger is using Attraction Marketing to build a receptive audience for a brand new business starter’s training program that he’s launching this Fall. Let me explain…

Visit for full details of his latest event.

If you’re Canadian (and most MD members are), you are (very) familiar with a show called “Dragon’s Den.” In a spinoff, Roger has asked four entrepreneurs who have pitched the Dragons (successfully and not), to share their stories at a special event on July 30 called, “Dragon’s Den – A Look Inside.” When I heard about the event, I called Roger to ask him for the back story (in other words, the “why” behind the “what.”)  After all, this is dangerous marketing. Roger is renting the 425-seat Denman Theater, and selling tickets at just $10 (Early Bird) and $20 full fare – so his purpose can’t be to make a profit on the show itself. So. What’s the “why” Roger?

He explained that he is launching a brand new training program in the Fall, titled, “The Wise Entrepreneur’s Startup Success System,” featuring 27 hours of instruction – starting with a 3-hour intro event at UBC’s Robson Square campus (talk about “go big or go home!”). He said that attracting 425 entrepreneurs to his “Look Inside” event means he will have that number of people thinking positively about him and his programs. (Actually, Roger, the number of people thinking and speaking positively about you will be much higher. Why? Because in the process of publicizing the show, literally tens of thousands will hear about you – in social media messages like the ones I sent yesterday to thousands of people in my own network – letting them know about the event and the fact that yesterday was the final day for those early bird $10 tickets). Roger is also grooming a ready market for his “Wise Entrepreneurs” program, by co-organizing his Vancouver Business Network Meetup group – and serving them well by attracting “name” speakers twice a month, who deliver powerful content.) In other words, Roger is achieving the goal of raising his profile in Vancouver’s business community in multiple ways – all using what we call “Attraction Marketing,” with an education-based marketing subset. Brilliant.

Roger emphasized that his purpose is also to help entrepreneurs understand the real value of generating publicity. His four Dragon panelists  will all share stories of how their lives and businesses changed as a result of their appearance on the show – providing lessons we can all learn and apply in a variety of ways. Good on you, Roger.

Your call to action:

Okay. Your call to action this week is pretty simple. Go to and register for the Dragons event (better hurry, there were 266 tickets sold as of yesterday, and at $20 the rest will go quickly.)  And, if you want to learn about personal branding (and how to pitch anyone, anywhere, with a great 10-second introduction), why not also sign on for my July 24 presentation to the Vancouver Business Network. You can sign up and join here:

Have a fire-breathing week!


Ps – BIG NEWS:  We’re changing the launch date of our 6-week TeleCourse, “Take Control: How to Double Your Sales By Maintaining Control When Selling.”

The feedback we’re getting is that it’s too big a commitment to make during summer – with vacation schedules getting in the way, and with businesses being short staffed due to others who are on holiday.

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