"It doesn't matter what you say in an advertisement," Esther Hicks told me over dinner with her husband, Jerry, one day many years ago.
"People will pick up on energy in ads, not words in ads," she continued. "They'll respond, or not, based on what they feel from ad."
That was probably my introduction to "Energy Marketing" or what I now call "Mental Science Marketing." I've since met several people who practice this unusual new form of marketing.
Sandra Zimmer, for example, runs Self Expression Center in Houston. One day she and I were having lunch and talking about marketing. I told her I remember seeing her ads years ago, and that they seemed to have a halo around them.
"I put that there," she said.
"How?" I asked.
"I meditate on ad I'm about to run and infuse it with my energy," she said. "When ad comes out, only those people who pick up on energy in ad will call me."
Since Sandra has been running a thriving business for many years now, I'd say her method works.
Two years ago I began seeing ads run by a healer named Ann Taylor Harcus. Those ads had same border of invisible light around them. When I called Ann first time, I said, "Your ads are charged!"
She knew exactly what I was talking about.
"I put my energy into those ads," she told me. "I sit in silence and consciously send my energy into them. I am charging them so they magnetically attract people who need me most."
Considering Ann has now worked with well over 100,000 people, I'd say her method is working, too.
A month or so ago I was interviewed by Terri Levine, of www.comprehensivecoachingu.com. She had read my latest book, "Spiritual Marketing," and wanted to know how someone "charges an ad" with magnetic power. It was first time anyone had asked me that question.
"Well, I simply intend for ad to pull perfect clients to me," I began. "I know that intention rules earth. So I simply decide to add my energy to ad and program it to bring me results I want."
I could tell I needed to explain myself further.
"Think of it as Mental Science Marketing," I went on. "There's a whole school of thought that says you can heal anything by tuning in to underlying perfection in life. Well, why not heal a business in same way?"
Before my "Spiritual Marketing" book became a #1 bestseller at amazon last June, I may have been reluctant to talk about this unusual new form of marketing.
But truth is, this is what I've been doing for maybe ten years. I simply haven't been talking about it in public.
You can probably understand why. Mental Science Marketing isn't as nuts and bolts as marketing practiced by those who like to focus on headlines, benefits, guarantees, and other traditional elements of a good ad.
Mental Science Marketing is more internal.
It's flying by your gut.