Players must want to come to a particular club. If theyre not certain, then the club must "sell" the dream of playing with them (unless your the Hawks and have just won three premierships)
Geelong is a prime example of how to sell a dream, they are also a team that don't take short cuts and have a proven they have the blueprint for success.
Why would anyone want to live in Geelong? Or Sydney?
But like Geelong they attract good players because those players know they'll be better players at those clubs too and get them closer to premiership glory.
What can Richmond sell?
I can still here Nathan Brown saying, "I left the Bulldogs to play in finals"
Richmond FC, ruining careers since '83.