Why is personal magnetism important? How can having a personality that others find attractive help you achieve your goal? Will personal magnetism make you more efficient in your job? Andrew J. DuBrin suggests in his book "Personal Magnetism by", that before you can develop the skills and qualities of personally magnetic people, you must understand why a magnetic personality is important at home and at work and how it can be used.

Strengthening your relationships
The first advantage of personal magnetism is that it leads to close, warmer relationship with others. A large number of people you meet will find you charming and scintillating. They will be attracted by your presence for a number of reasons:

• People gravitate toward someone they perceive as a winner.
  
• Personal magnetic people arouse a positive emotional response in others. This response is similar physiologically to sexual attraction or to the reaction you might have to a beautiful work of art.
  
• By associating with a personally magnetic people, people bolster their self-esteem: Someone important thinks that they ate also important.
  
• People want to be like by someone who is warm and charming.
  
• Working for or with a personally magnetic person energizes and motivates people.

Influencing Others
One of the major benefits of being personally magnetic is that you will find it easier to influence others. People will be ready to follow someone with magnetic appeal. One reason is that personally magnetic leaders serves as a positive role model. You lead by example, conveying values and expectations through your own action. Another reason is that you are more persuasive. A warm and likable person can convey a message more credible - especially if that message is negative - than a person who is distrusted or unpopular. If you need a favor, your warmth and sincerity will help people trust you and want to help you.

Building Your Power Base
You can build a power base either by exploiting your expertise or by developing a reputation for opportunities to display your expertise. It will also make you more visible, reinforcing your reputation and prestige.

Enhancing Self-confidence
Personal magnetism contributes to self-esteem and self-confidence because your personality leads to positive experience. Doors opened for you. People are constantly praising your work and your ideas. Self-confidence as shown in later pages, contributes to personal magnetism. But it is also a byproduct.

Magnetism and Leadership
A magnetic personality will help you carry out key roles of a leader: persuading, inspiring, influencing, and motivating others. Leaders, however, must combine personal magnetism with less glamorous skills such as planning and organizing. Personal magnetism supplements the skills and expertise you need to achieve your goal; it does not replace them. Remember that you can catch more flies with honey than with vinegar.