There is nothing more important to business owners, sales professionals and marketing consultants than attracting new business. The same holds true for solo professionals such as authors, speakers and entrepreneurs. The ideal situation would be having new customers or clients who purchase from you for life.

Think about the possibilities...

You won't have to invest as much time, energy and money marketing your business. You get to choose the clients you want to work with—and turn down those you don't. You make faster sales when promoting a product, program or service. And you get the satisfaction of knowing what you do, say or produce has meaning, adds value and positively impacts people's lives.

So how do you get to this place of satisfaction? To this place of joy, fun and seasons in the sun? What do you have to do to get there?

It begins with you...

Your reputation and everything you represent. Your goals, dreams and desires. And your ability to attract an endless source of clients.

Let's start from the beginning and review what I call the Fundamental Laws of Business Attraction:

1) Professional marketing materials. Everyone starts out with business cards to promote their enterprise. Then you may opt for brochures, flyers and one or more websites. Then you might incorporate ads, online squeeze pages, e-mail marketing campaigns and direct response mailers.

All of these promotions must appear congruent to the business you're representing. You don't have to look slick if it's not necessary. A seminar company such as SkillPath uses clipart graphics to promote their workshops. They promote two-day, medium-priced seminars nationwide without the need to showcase their speakers.

One costly mistake to avoid is using clever copy that has little pulling power. If you're promoting cuteness and humor over making sales and generating leads—there are numerous ad agencies that would love to pocket your money.

But I'd bet you're in business to make money. Then you'd probably want to try direct response marketing. You're in business to attract as many qualified prospects to respond to your offer as soon as possible. Direct response compels people to take action and can quickly bring you income and build your database.

2) Looking sharp. You've got to look and dress appropriately for each occasion. Which translates into proper grooming, hygiene and dress. Now that doesn't require you to always dress in business suits. Today's casual business environment created a category for casual business attire.

But if you're making a presentation, then you'd probably want to dress one notch above your audience. And if you're attending a networking event, you'd want to project a professional image. Bottom line is: the more professional you look, the more professional people desire to speak with you.

It never fails. The next time you attend a two-day business event, dress business casual one day and standard business attire the next. I bet you will attract more quality leads and opportunities when you dress professionally.

I'm going to stick my neck out and go one further...

Wear the most expensive looking outfits you can afford. They really make a difference in how people perceive you. And have them pressed and ready to wear. If your outfit looks tired, it may leave the wrong impression. Believe me—people do notice.

3) Positive attitude. If you want to be known as the expert who offers solutions to people's problems, you must not let your guard down to appear as if you're consumed by problems. People must perceive you as someone who has been through it all and can now help them.

If you whine about gasoline gouging, cry about Paris Hilton being unfairly confined, or incredulous of all governments—you'll soon find yourself all alone. They will clear a path for you as you're making your way to the restroom.

Just as you exercise and take supplements to boost your internal organs, you must exercise at improving your inner-you. Replace your negative thoughts with powerful positive programming. Today's problems are nothing more than tomorrow's memories. So smile and put on a happy face.

4) Credibility. If you have enough of this, you'd have to turn away more business than you can handle. Really. Wouldn't this be a nice problem to have?

One easy way to build credibility is to ask for testimonies or comments from clients, satisfied customers and meeting attendees. Other ways to establish credibility may include producing books, demo videos, CD albums, garnering endorsements and word-of-mouth marketing. Of course if you are good at speaking, your platform presence is a huge credibility-builder.

People want to know if you've been interviewed, in what media, and by whom, if you've hosted your own show, if you're a syndicated columnist, if you have a website, been on American Idol, and how they can reach you on MySpace. The more you expand your universe and the more you reach inside people's consciousness—the more business you will attract.

5) Are you approachable... or not? Do you have gatekeepers? Do you screen your calls? Are you easy to reach? Do you smile? Do you give hugs? Have you hired an answering service?

To avoid looking amateurish: stay away from no-cost e-mail accounts, P.O. boxes and complimentary website hosts displaying those unwanted ads. Serious prospects won't take you seriously. You have to appear as legit as an American Eagle gold coin.

When I joined the Chamber of Commerce the representative suggested I switch to a local phone number to accommodate local callers. I didn't take his advice. I didn't want to attract the kind of clients who would make a big fuss about a long distance charge.

So you decide how approachable you want to become. You decide whom you want to work with. You decide because you call the shots.