A few weeks ago my favorite magic shop sent out an unusual email.

The owner said he needed sales or he might go out of business.

He asked everyone on his list to buy something, even if it was small and inexpensive, even if it was a gift certificate to be used at a later time.

I responded by ordering a thousand dollars worth of magic tricks and books. (One book cost five hundred dollars, so the tab was easy to reach fast.)

I’m a lifetime member of The Society of American Magicians, the organization Houdini started. I spend a small fortune on magic. Spending a grand on more of it wasn’t unusual. In fact, I was excited about the new goodies I’d be receiving.

I didn’t think anything of the email or my order until I heard from the magic store owner a few days later.

He said someone on his list called him and educated him about the Law of Attraction, saying he was violating the Law by acting from desperation and not intention.

The caller then went on to read excerpts about the Law of Attraction from his favorite Law of Attraction author.

Turns out that author was me.

After the caller completed his lecturing, the magic store owner said he not only personally knew the author of those passages, but that same author just responded to the very email the caller was complaining about, adding that the author (me) ordered one thousand dollars worth of stuff due to that email.

The caller was dead silent.

This raises an interesting question:

Was the magic store owner acting from desperation or was his email an intention triggered by his desperation?

Here’s how I see it:

The magic shop owner looked at his bank statement and realized he needed sales, and fast. He was clear about what he didn’t want (to go bankrupt) and that urged him to be clear about what he did want (to attract more money now). The resulting email was a positive move that led to positive results.

There’s a fine line between acting from desperation and using the desperation to choose what you want. In my book The Attractor Factor I said the first step is to know what you don’t want. The second step is to choose what you do want. The magic dealer did both steps.

He was also practicing sound marketing.

Remember, I wrote many books on marketing, including Hypnotic Writing and Buying Trances. I know a little something about the subject.

The magic dealer gave his prospects a logical “reason why” to buy now: by explaining that times were tough and he needed sales or else, he told the truth and won the hearts of customers like me.

When I received his email, I felt the sincerity in it. I didn’t feel desperation. I didn’t feel pleading. I felt a heartfelt attempt to attract what he wanted: more money from more sales.

And the dealer’s email worked. I responded to it. So did others. He’s still in business.

I wouldn’t be so quick to judge people for what you observe. The Universe responds to the feelings in them that you can’t see. What they get is what they attract. You don’t need to judge them at all.

The bigger question is what are you doing and feeling?

What are you attracting?

What would you prefer to attract next?

There’s where the real magic lives.

Ao Akua,


PS _- The magic dealer is Denny of Denny Magic Shop. Check it out.

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  1. October 4, 2010 at 7:44 pm

    Your feeling is your God!

  2. October 5, 2010 at 7:46 pm

    Thank you Joe for that story. It brings about such clarity and helps define what you talk about even more. It is also helpful for those of us who are learning how to work The Law of Attraction and how honesty and authenticity go a long way. Thanks again.

  3. gary-Reply
    October 7, 2010 at 11:19 am

    Hey Joe great article, truly agree when you allow your thoughts to attract like minded thoughts the door swings wide open.Thanks for your passion for your friends, really enjoyed meeting you at borders, last week.Looking forward to getting together for lunch. Hopefully soon.

  4. October 7, 2010 at 4:35 pm

    Sounds like there was a guy who’s judgmental characteristics attracted a humble pie. 🙂

    Let’s say the store owner was acting out of desperation, I still notice that the store owner was providing a value to you (the marketplace).

    That’s attracting finances right there. 🙂

  5. October 8, 2010 at 8:10 am

    Great story Joe, it also seems to relate a bit to the blog post about giving to things that have inspired you. So I’ll go and give something right now!

  6. HH-Reply
    October 8, 2010 at 1:54 pm

    You give people a gift when you give them the chance to contribute…

  7. October 9, 2010 at 5:23 pm

    Hello Joe,
    That’s a really great story! I’m having a bit of a cash flow problem myself…making a living as an artist for the past 18 years has not been and is still not an easy ride. I get your emails everyday, so I thought if it’s working for Joe, it’ll work for me. I just created my first mailing list last week and sent it out offering 20% off this month in celebration of birthday on the 17th! If you’d like to check it out and buy $1000 of real quality work (this stuff is going to be valuable long after I’m gone!) from me, I’d be very pleased.
    I’ve been following a lot of your suggestions right along..not much changes (YET) but I’m not giving up. My work has always been in the spirit of giving, creating beauty and making a difference in peoples lives. I’m ready for a little receiving. The starving artist cliche is getting really old.

  8. October 15, 2010 at 3:32 pm

    Dear Joe,
    What a magical story indeed. Good for you!! I was surprised you are so into magic, never would expected that! Thank you, because the story touched me in a pleasant way 😉
    Well some hint of sadness it brings also, I’d wish i would have thought about this years ago to prevent a friend with her magic-shop go out of business… Too late for her, but glad to see YOU can still enjoy his shop. What is his website?? I would like to have a look, and maybe buy something when he has paypal 😉

    Do I dare saying this here?? Joe, please feel free not to post this…
    YES, I AM a witch, a real-deal white hegdewitch, a Wicca, a pagan and a Goddess-lover, and I am proud of it! and Buddhist-interested, voila, now you have it all!
    …and NO, I am not running for Congres or anything like it 😉

    I am also an artist, creating Fantasy- and Make-up art, and I just had my first commission for a Celtic Goddess-sculpture, a big challenge for me. The skeleton is nearly finished…
    The customer is also a Wicca and already did me a downpayment of 50% of the estimated price!
    Two weeks ago I had my first bodypaint-commission and she tipped me, rounded up the price with 10 euros, before i even started painting her. Awesome!
    That is the kind of customer I want to see more off 😀

    In fact I have been thinking awhile ago to set up a fanclub, for supporting me and putting me really IN business with a small amount for each fan, just like tipping me… (<< see 1000fans, Seth Godin).
    That would be wonderful! Who wants to be my fan??
    Please check out my website when interested (to see it, click on my name, i think) for my artworks and more information, such as my email. Thank you very much for reading this.
    White blessings, and for the insiders, Blessed be, Erika Morgane.

  9. Elizabeth-Reply
    October 16, 2010 at 10:04 pm

    Unbelievable… what a twisted web,,, sounds like the caller ‘soap box friend’ … tried to legalize the law of attraction… just like religion… mmmm… doesn’t sound like a good vib to me…. lol

  10. Katie-Reply
    October 20, 2010 at 7:18 am

    What a grat story 🙂 , I’m a sort of beginner of the Law of attraction, i’ve read most of your books and watch the DVD The Secret, I’ve had the feeling most of my life (27) that there has to be more to life and that there is so much to me that needs to be set free, having this feeling in my stomach that needed to be let out. It all started by reading Dan Browns, The lost Symbol, reading about the soul and and about our thoughts are mass, which then got me resurching online and found you! I feel so much ease when i read your books, but i don’t seem to be able to apply the laws, i’m reading Zero Limits for the 4th time, and understand the concepts and can help others but never myself. I’m going though a really hard time at the moment but i’m trying to constantly clean,clean,clean. You are an insparation, but i really need your help, or anyone with a kind heart and advice. All the best and love, Katie ( WALES United Kingdom)

  11. james-Reply
    October 21, 2010 at 3:49 am

    thank you for such unique observations,its realy powerful, i say unique observation, because its almost impossible to analise such a realy and highly comprex situation like that one. I ve been reading your ,[book attract money now] and im trying to sort myself out so that i can start the miracle coaching prog of which im registered already its just the finances cose my mum is still admitted in the hospital.I have a question to which i need your help about clearing limitting beliefs–. NORMALLY WHEN I SLEEP I DREAM ABOUT SITUATIONS LIKE IM LEAVING A MEASERABLE LFE OR SOME HOW A GOOD LIFE AND AFTER SOME TIME THESE THINGS COME TO PASS IN MY REAL LIFE, HOW CAN I AVOID THE BAD AND MISERABLE THINGS THAT I DREAM ABOUT FROM HAPPENING IN MY LIFE? PLEASE HELP

  12. ashkan ehsani (from iran-Reply
    October 24, 2010 at 1:23 pm

    hi joe i really liked the story and these days i read one of your books called expect miracles i really enjoy reading it.
    by the way could u itroduce me some books about success?
    keep in touch
    sincerely yours

    • Katie-Reply
      October 27, 2010 at 6:23 am

      Hi Ashkan,
      Why not try, Zero Limits, attractor Factor and watch the DVD and read the book ”The Secret”

      Also try books and audios from Bob Proctor and Bill Harris.

      Hope this helps, i’m positive you will gain a sense of control and clarity from these great people.

      All the love and best

  13. Miriam-Reply
    October 27, 2010 at 10:03 am

    Dear Joe,
    If ”feelings” equals ”frequency”.
    I want to know how i can maintain those ” great feelings”
    I always seem to swing from high to low feelings

  14. November 3, 2010 at 12:06 am

    I’m a Police Officer who will be retiring after 25 years of service, and unfortunately, retiring doesn’t mean I don’t have to work; our economy means I Have to supplement my income. I really love the concept of attracting money and plan on reading your books and blog to get further insights. I need to attract money and a positive attitude to succeed at stage 2 of my life. Keep the GREAT work, its like good nutrition, you have to have it. I just ordered your 6 CD program ABUNDANCE PARADIGM. I’m hoping this program will open new doors for me, and maybe even help succeed with my home based business i’m working on.

    Anyway, Thanks Joe

  15. October 14, 2012 at 5:20 am

    Yes. Denny is one of the “good” guys! He is a mentor and inspiration to a plethora of magicians and entertainers around the world.

    Now reading your write up here Joe, he can inspire business owners and entrepreneurs in the realm of marketing and generating sales.

    Great article Joe.


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