My latest theory on Witchcraft (and such) is that it could be very easily described as "Personal Development Jr".
Last time I checked, much of the neo-pagan writing out there is very similar to what Steve writes (indeed - LoA/IM in particular), with some bonus rituals and such to get you in the mood.
A bit less on "how to become an early riser" and "how to make money without having a job", though
I say "Personal Development Jr" because, that stuff seems to be attractive to teens (it was to me), and is probably their first exposure to the idea that, hey, personal growth is something worth pursuing.