BenFox - 11:50 am on May 9, 2011 (gmt 0)
any ideas how i can use 'the law of attraction' on a dull, dreary, horrible product...?
If it's a big ticket item then try becoming the definitive source of information for that product.
If it's something really, really, really dull (like 3ft lengths of copper pipe or industrial packages of paperclips) then maybe think outside the box and generate ideas based on the specific needs of the type of people that buy that product.
So in the paperclips example you could provide data on average paperclip consumption along with a tool that estimates how long their order will last them based on office size and quality of paperclips.
Alternatively (also on the paperclips example) you could commission custom images which are shareable in some way - paperclip reconstructions of famous scenes from history, paperclip bicycle races, etc etc.
Failing that you could try and use merchandising to garner links. Maybe offer a limited time only promotion on your paperclips that is so good people will want to share it (ok so I'm clasping at straws now but you can see what I'm getting at). You'd probably need to do some active promotion along with the merchandising to tell people that you're selling paperclips so cheap.
3 ideas off the top of my head - feel free to use although I'm not going to vouch for how well they'd perform.