On page 8 they say EPR has the selection rule only the magnetic moments
from the sample in the direction of the external field (to be more precise: perpendicular to the
direction of the magnetic field created by the microwaves) are detected.
I understand that you need a perpendicular magnetic field to create a perturbation. Because for the transition to be possible you need ladder operators to change m_J of the system. But I don’t understand how from that this selection rule is found.