The Power of Social Networking . . . 199 an answer could sell a lot of products. 吀栀e client would buy something just to get out of the store. But on the Internet, getting out of the store couldn’t be easier. A click of the mouse takes you to an entirely di昀昀erent universe, and another click blocks the hard- sell marketer forever. 吀栀at’s why successful marketing on social network- ing sites requires sucking people toward you rather than pushing them in the direction of your product. You want to create a gravitational pull. You’ve got to make yourself interesting so that potential readers want to learn more. 吀栀e forward movement has to come from them. Your task is just to create the positive energy—and to remember that the slightest hint of hard sell will bring about that dreaded click of the mouse. Turn Weaknesses into Strengths Social networking is great for reaching the maximum number of people in the shortest possible time, but it’s terrible for conventional sales. It’s good for creating awareness of who you are and what you’ve done, but it’s a lot less e昀昀ective for actually exchanging your product for money. 吀栀is can work to your advantage if you under- stand that you’re creating relationships, not just buyers. When you actually do build friendships, as Facebook suggests, your social networking friends will hopefully do