Beer And Headaches And That Awful Cramping

Originally published February 24, 2006
Chuck Blore once told of a study he did for CBS. Beer drinkers were surveyed as they entered his testing facility. They each proclaimed a preference, as well as an explanation of why they they had chosen that particular brand of beer.

The participants were then given tasting cups, and were told to help themselves to any of the 20 beers available for comparison tasting.

As they finished and were leaving the testing facility, the participants, all 104 of them, were again surveyed as to their preferences.

Interestingly, not a single participant had changed his or her mind. Each had found validation in the actual testing that the beer he or she had preferred on the way in was indeed more robust, or smoother, or lighter.

Blore never told them that all of the samples were exactly the same.

His conclusion: Advertising makes beer taste better.

What Would You Take For A Headache?

If you were suffering from a headache would you be more likely to take Midol Menstrual Formula® or Excedrin Tension Headache®? If you were suffering from menstrual cramping which would you be more likely to take to relieve your symptoms?

They each have the same active ingredients: acetaminophen and caffeine.* My conclusion: Effective advertising makes pain manageable.

But notice something else at work, here. By limiting themselves to headache relief, or to menstrual pain relief, aren’t the makers of Excedrin™ and Midol™ (McNeil Consumer & Specialty Pharmaceuticals and Bayer Corporation, respectively) limiting the number of sales they could make to people with backaches, toothaches, or sore muscles?

Absolutely they are.

They will probably make no sales to those people. And it doesn’t matter.

Name three other products marketed for the relief of menstrual pain. Go ahead, I’ll wait.

I’m waiting.

OK. Were you able to name three? Two? Most of us named only one.

Why Specialization is Valuable

Now, which would you rather be, one of a dozen products for general pain relief, or the one product that comes to mind when a customer is suffering a particular ailment?

By specializing and becoming the solution to a specific problem, you automatically become the most likely choice of consumers who are experiencing that particular discomfort.

When customers ask for you by name, you’ve succeeded at genuine branding. The lack of branding is the single biggest reason most business advertising isn’t as effective as it should be.

Your first step getting them to ask for you by name is to help shoppers figure out what they get from you that they can’t get from anyone else.

What is it? You sell the same products. You deliver the same services. What differentiates your business from those of your competitors? Why should anyone think of you as the solution to their problem?

Well, why should they?

The perfect solution is also the perfect bait when you’re fishing for customers.

Your Guide,
Chuck McKay

Marketing consultant Chuck McKayYour Fishing for Customers guide, Chuck McKay, gets people to buy more of what you sell.

Wondering how to articulate your value as a solution? Drop Chuck a note at Or call him at 760-813-5474.

* The active ingrediants are acetaminophen and caffeine. Midol Menstrual Formula® also includes 15 mg of Pyrilamine maleate, a diuretic to relieve water-weight gain.

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How to Communicate Abstract Concepts in Your Presentation

You are stressed about your upcoming presentation.

You have spent countless number of hours looking for the right image for this slide but it is just not happening. It is now midnight and you are sitting in bed with your laptop. Undecided. Unsure.

You shake your wife awake. “Honey, which one better says teamwork’? This clipart of stick figures holding hands and standing around the light bulb or the businessman shaking hands with the guy holding the globe?

If you are making a pitch that involves jeans, cars, or new homes, I will safely assume that you will insert images into your presentation that has to do with the pitch: models wearing your jeans, pictures or videos of the cars, interior and exterior of your new homes. Because the pitch is for things and ideas that are tangible it is relatively easy to decide what image to show in your presentation.

What if you are dealing with an abstract idea?

But what do you do if you have to sell the value of something as intangible as divorce attorney services for women? What do you do if you are the attorney who needs to communicate that client satisfaction ratings are very important to his practice? Does he flash slides of bullet points? Blocks of text with long explanations of what they do? Graphs? Charts?

You could. But then you run the risk of boring people to tears. There is nothing worse than watching a presentation you have to read. (Unless the presenter is reading it for you. In that case you could have an imaginary race to see who gets done reading faster. You will probably win!) A better way is to find an image, a cartoon, an illustration or a diagram that conceptually shows what you cannot show in reality.

There is an attorney who did just that. Take a look at this picture. It captures the emotion of what you should feel when you hear the words, “We specialize in divorce services for women.” The point is made that this attorney gets you results and if you are a woman in need of their services, you would be well served by this firm.

Let’s take a look at another example

Let’s say you are leading a team that is having a hard time with changes that the company is going through and your job is to communicate and help them understand that the changes are inevitable. Now this is a pretty tough intangible topic to show with images but if I were to try, maybe I would build an image of a clock with the arms of the clock taped down so that they cannot move. The analogy conveys that just like you cannot make time stand still, you cannot stop evolution and change.

Let’s say that the intangible concept you want to convey is the amount of choices we have in our world today. There are multiple ways to do that visually because choice is a relatively easy concept to convey visually. You could show a full isle in a supermarket, or you could show a view of restaurant row with all the different choices of restaurants available to you. On the other hand you could choose something abstract like a butterfly hovering over a field of flowers, unsure which flower to drink nectar out of!

So how do you come up with ideas for images when the concept is abstract and intangible?

Let’s say you have to do a presentation on Customer Service skills. If you type in, “Customer Service” in the search box of the stock photo site, you will get a ton of clichéd images of people shaking hands, people talking over the phone or people in a meeting.

But you are surely looking for something more original and clever aren’t you?

Your search for original and clever images is going to need some deeper visual thinking.

There are three ways of thinking about this visually.

1. Think about emotions

(How does it make you feel?) What emotions do people feel when they get good or bad service? Do they get mad, or sad? Do they feel disgust at being treated badly? Pleasantly surprised when they were treated exceptionally well?

2. Think about reactions

(How do you react to it?) What happens when people get good or bad service? Do they speak with someone higher up? Do people write letters and emails to the company? Do they tell their friends on Facebook or send a tweet? Or maybe they just never go back and ‘boycott’ that business!

3. Think about results

(What happens as a result?) How does it end? What is the rest of the story? Does the business get more fans on Facebook because of your glowing review? Does their Yelp page get a ton of hits? If it did not end so well, does it affect their stock price? Do they publicly apologize to the consumers?

Now take those words that you came up with and use those search terms to look for the right image. Or ‘build’ an image that visually conveys exactly what you want to communicate. Because sometimes, no matter how hard you look you may not find the exact image. But how best to do that will be another blog post!

To summarize

When you want to find the right image for an abstract concept, thinking about and finding words that make you feel those emotions, reactions and results will give you a much richer set of images to choose from than you get from the clichéd images you will get from typing in the abstract idea that your presentation is based on.

Let’s do this together and share in the comments below, shall we? The abstract word we will be working on is “character”. So think about ‘character’ in terms of emotions, reactions and results, both positive and negative and post your new words or phrases below in the comments!

Sam Thatte is a Presentation Coach who helps you to become memorable and persuasive.

Stumped for examples of thought provoking images? Call Sam Thatte Presentation Design – (760) 383-1010.


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How to Get a Bigger Bang from Your Advertising Bucks

Virtual Business

Virtual Business

You now have that website up and running. You have a great product. You are all set to start taking orders and making those trips to the bank to make deposits!

And then you wait.

And wait.

And wait some more!

Unless someone can find your site, you will have a very long wait! That is where the value and benefit of advertising comes in.

Advertise Your Business

Advertising is what brings potential customers into your “virtual business door”. As a business owner, every dollar you spend is a dollar right out of your pocket. This affects your profit margin and revenues. This can be especially difficult if it comes at a time when you’re trying to grow your business.

If you’re going to succeed, you have to pay close attention to your bottom line and look for creative, innovative ways to cut costs while still getting what you need.

That old saying that it “takes money to make money” has never been truer than when it comes to promoting your business. And when it comes to spending money on advertising, how do you make sure that your advertising is working hard enough, without spending a fortune that consumes all your profits or even worse money that far exceeds your business revenues?

Thanks to the Internet, you’ve got lots of options for finding cost-effective advertising that does what it’s supposed to — bring targeted customers who are hungry for what you’re selling, right to your door.

But don’t forget about cost-effective offline methods as well. Here are a few ideas to help you get started:

Target Your Market

Always make sure you focus your advertising dollars on your target market. The tighter your niche, the better your chances of finding the customers who are looking for exactly what you’ve got to sell! So rather than going wide, and trying to sell to everyone, narrow your focus, and then, if possible, narrow it some more!

Figure out who your “ideal” customer is, and then create an advertising campaign for them. Once you know who you’re selling to, look for media that targets that demographic. Depending on your product or service, think community and neighborhood newspapers, high school sponsor advertising, chamber of commerce directories, etc.

If your ideal customers aren’t defined by a specific geographic location, look at regional or specific demographic publications. Perhaps a regional paper runs an annual issue that focuses on an issue or activity that reaches your target market. Use local cable television to broadcast your ads only in certain markets. You’ll get cheaper rates and a more focused demographic.

Always ask for a discounted rate

Many publications offer an “agency” discount of up to 15 percent. If you are acting as your own in-house advertising agency, you might qualify for the special rate. Sure, you might be turned down more often than not, but make it a habit to ask. It will be worth it every time it works for you.

Some monthly magazines offer discounts for multi-ads placed over a 3, 6 or 12 month time period. Most publications have a different rate schedule for different types of advertisers — so depending on your product or service, you could qualify. And if not, sometimes just asking for the discount will give it to you.

Buy leftover space or airtime

This is advertising that the publication, radio or television station hasn’t filled by their usual deadline. Of course you’ll have to take the spots that are available, but again, depending on your business and the product or service you’re selling, that inconvenience could still be worth the discount and the exposure you’ll receive.

Use classified ads

They’re not just for employment offers any more. You’ll find classified ads in magazines and newspapers. Before writing your ad, go to your local library, and look through the back issues of the magazine or newspaper that you’re considering.

Look at the ads that catch your eye, or that are repeated month after month. Those ads wouldn’t be in there each month, if they weren’t making the advertiser money. Use those ads as springboards for ideas when you’re ready to start writing your own classifieds.

Test your ads

Start out with the cheaper publications, so you can find out what’s working and what’s not. Play with them, and tweak them. Once you’ve got an ad that works, keep using it. You can run it more than once, or in more than one publication at a time. When it quits bringing in customers, or you start noticing a drop in effectiveness, then it’s time to change it.

Investigate Co-Op

Do you own a retail business? If so, check into co-op advertising funds that may be offered by your vendors. Co-op programs provide joint advertising for your and your vendor, and you’ll get a portion of the cost of the ad reimbursed because the ad mentions the vendor. (Note: most Co-op programs have strict guidelines, so check with your vendors and make sure you’re following the rules).

Barter for goods and services

This can be especially effective with radio stations and local papers. See if you can provide your products or services in trade for the cost of advertising. (Also called “trade” or “In-kind” ads, the radio station or publication gives you the ad in exchange for products or services of equal value, and then uses those products or services as part of a promotion or contest for their listeners or readers). This can also be a great way to get additional free publicity, so if you decide to try this method, get creative and think outside the box!

Don’t forget or be afraid to recycle the good ads in other advertising medium. If you’ve got an ad that’s especially effective, looks great (or more importantly that is profitable), by all means reuse it in a circular, brochure, handout, flyer or direct mail piece. Use the graphics on your Webpages if available.

In summary, your goal should be to find a balanced mix of online and offline advertising. This will go a long way towards getting the greatest bang for your advertising buck! With a little creativity you will be maximizing your profits while minimizing your expenses.

Stephen WrightStephen Wright is President & CEO of

Get everything you need to make money online in “Dotcomology: The Science of Making Money Online” at:


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The 7th Grade Science Lesson Business Schools Neglect

Sir Isaac Newton

Sir Isaac Newton

Do you remember learning Sir Isaac Newton’s “laws of motion” in school? I wonder, were you like most of your classmates, questioning whether knowing this stuff would do you any good in the real world?

Today I want to apply Newton’s thinking to something other than physical science. You know me: I always have to look at things differently.

Newton’s 1st Law of Business?

Newton’s first law of motion states that objects tend to remain in the state of motion that they’re in. We use the term inertia to describe this phenomenon. Moving objects want to keep moving. Stationary objects like to stay still,

You can probably already see where I’m going with this.

If you’ve ever been in business, or seriously considered launching a one, you have almost certainly experienced what I’m talking about. Getting started is hard, isn’t it?

Changing your state of motion from stationary to forward motion takes a lot of energy. Not to mention if you have to get others to move with you! No part of the process requires more hard work than the initial phases. Think of the space shuttle. It takes two rocket boosters and a fuel tank bigger than the shuttle itself just for lift off. The rockets and fuel tank are unnecessary after the astronauts are several miles from the ground. I’m only guessing here, but I imagine that 95% of the fuel burned during the entire voyage is consumed in the first few minutes. Defeating inertia is not easy.

Once you’ve got things started and moving along, you’ve put the Newton’s law to work on the other side of the coin. Inertia in motion is also called momentum. Everything happens more quickly and with much less effort. It becomes difficult for any external force to stop you from getting where you’re headed in the same way it’s difficult when you first get started. Like trying to stop a freight train gliding down the track.

These principles work for your business as well.

Let me state my point explicitly. If you’re going to accomplish anything in business (or life in general) you have to overcome your natural state of non-motion. This is the hardest part. As people in the society most of my readers live in, it is a rare occurrence to find truly action-oriented adults. (My contention is that they beat this characteristic out of students around the same time they’re teaching them about Newton’s laws of motion. But that’s another topic entirely.)

Success Is a Choice

Inertia is the reason that success is never accidental. It may, however, be coincidental. For example, if a microbiologist stumbled across the cure for AIDS, you couldn’t call it a total accident. He or she was messing around in the lab, and happened to make a great discovery. It’s more of co-incidence, An unexpected result came from action already being taken. See what I mean?

The Dip

Seth Godin wrote a best-selling book called The Dip. The book (which I haven’t actually read) describes periods of struggle during any venture that really separate the “boys from the men,” as it were. If you push through the dip, you’ll find greater success than ever before. But most people can’t summon the willpower to continue working through such a trying time. According to this law of motion, the biggest dip can be found at the very beginning of any project. I’m willing to bet that Seth would agree. (If you read this, Mr. Godin, feel free to chime in.)Although creating a roadmap is essential to any endeavor, thinking about doing something doesn’t count as getting started. It’s the easiest thing in the world to get excited about a new idea or vision. Moving past that stage is harder. The emotion has to be translated into motion.

The Happily Mediocre

It wasn’t intentional, but there are no concrete business building lessons in this article, just one overriding concept. Do something! Fear, discomfort, looking crazy, the desire to conform (and the desire of the happily mediocre keep you from shining too brightly) and plenty of other reasons stand opposed to you. You’ll have to really dig in and push forward. Once you get the ball rolling a little, you will not regret the effort. Victory is waiting on you. But you won’t win by accident.

Donnie Bryant

Donnie Bryant

Marketing that works. Copy that converts. Results that matter.

Direct response copywriter, Donnie Bryant, welcomes questions about overcoming marketing inertia. Get in touch with him through email (, by phone at 312-450-9291, or follow him on Twitter: @donniebryant.

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Your Visual Guide to Search Optimization

Hank Rosen

Hank Rosen

Hank Rosen, Social Media Manager at Hotsocialbuzz has created a visual guide to Search Engine Optimization that’s worth reading.

Worth reading?  It’s worth printing.

Its worth hanging on your office wall where you’ll see it often.

You’ll want to look over the rest of his blog, as well.

complete guide to seo infographic  Your Visual Guide to SEO

Your Visual Guide to SEO Hosted by Hotsocialbuzz

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Branding By The Numbers

Generic Logo

Generic Logo

The most important step to effectively do brand development is to create a logo that conveys a message behind the business to everybody all over the world. Its essence is to do corporate branding for your business. It is a way of devising a functional representation for a company and the company’s name.

Probably, you already have a design in mind about how you would want your logo to look best when displayed for your corporate branding. However, you may need to consider the step by step guide and pointers discussed below to make your overall brand development into a reality.

Brand development and guide

• Find an experienced team and trusted team that offers services of brand strategies. Look for a team that has previous works similar to the type of corporate branding that you want. Reading on some of their positive testimonials as a host can also help you make your choice.

• Present any specific design, color, and fonts that you might want to integrate into your logo design to your brand strategist.

• Make use of bright colors reasonably! It may attract more attention; however, if taken to its extremes, it can be flashy, informal and overbearing.

• Make your logo very simple and uncomplicated without ignoring creativity. Too much complexity only leads people to confusion and detracts them from the real purpose of the logo. Moreover, resizing and replicating it may become difficult for you.

• Your logo design for corporate branding should be created in a manner that it can be used on different platforms without affecting its vivacity in terms of the appearance. It should always deliver the same message for your business no matter where it is placed; whether on brochures, websites, or billboards.

A list of donts

A perfect corporate branding takes time to develop. You cannot achieve it overnight. It needs proper guidance, nurture, and strategic expertise. Thus, here is a list of some don’ts that you may need to consider:

* Don’t make your business services or products your actual company brand. Your company brand should be the spokesperson of your products or services. It should drive your business to its greatest heights.

* Don’t make your company logo your company brand. Your logo should describe what your company brand stands for.

* Don’t create a logo design that is apparently in line with the newest designs. It may no longer look appealing after 10 years and will just give an out of date impression on your business identity.

Hence, bear in mind that a company logo is a piece of information that serves as a reminder of a particular brand. For instance, logos for Apple, Google, Puma and Nike, they all convey dimensions about their brands in one glance and their elements are clean, simple, eye-catching, effective and memorable. These are the types of corporate branding that you need; something that creates basic introductions and carries your business name wherever it goes.

Justin BregarJustin Bregar is a freelance author who writes on various topics related to Promotional Merchandise. Visit his website.

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19 Client Attraction Techniques


Crosswords showing ways to attract new prospects.

Higher paying clients are easier to work with, appreciate your work more, pay quicker and are more profitable. Whenever I am asked by a independent profession how to get a client to pay more money, the first answer tends to be “you can’t.” It is very difficult to raise your rates with your existing clients. You generally need to find new, higher-paying clients.

Some people have little difficulty attracting and maintaining clients who have higher discretionary funds to spend for solutions. Others can’t get to first base.

Whichever you are, here are ideas to help you search out and attract those higher-paying clients for your business.

1. Equal stature. People usually take the time to listen to people who are just as important as they are. Are you on their listening level? Dress the way they do, even if you deal with them only over the phone. Speak in their language. Show the same type of authority and posture.

Avoid jargon and words they aren’t familiar with, yet use ones that they are. Talk across or equal not down or up.   Take control of the relationship.  This may seem to aggressive, however, this is the way you raise yourself to their equal.

2. Thoroughly know their challenges and what solutions your service/product provides.  If you can’t relate to their “world” then they will not let you in.  They are proud of their “world” because they made it so.

3. Be friendly with all those that surround them.  Administrative secretary, receptionist, any of their gatekeepers. Yes, they will report about you on your behavior.

4. The higher the ladder you go, the more likely they will be a visionary.  This means they are more concerned about the future and will talk and think in those terms.

Visionaries are not price sensitive so don’t even place that on your radar screen with them. Know what their visions are, support those visions in any way you can. If you have a product or service that can make their business better, you will have a sale. Remember though, it’s their perspective of “better” and not yours.

5. The higher you go, the more they expect in great service and additional services outside the scope of what you provide everyone else.

6. ALWAYS keep your promises before an after the sale and they will keep the relationship. Break it once, yes, usually just once and you’re history.

7. Don’t brown nose. They smell it a mile away. They will either quickly turn you away or play you for entertainment and then toss you away. Once you get this label you can almost hang it up in their circle unless you fess up to your inappropriate behavior.

8. They don’t have the word “mistake” in their vocabulary. Everything to them is a “learning lesson” and is connected to a price tag. If you are even harboring some person beliefs of making mistakes, they will sense this as fear. And since fear has a special energy/vibration they have keen senses for it.

9. Their first response to your proposal will always be “how can they do it in house themselves.” Expect to be able to demonstrate the specialness and if you can particular show how it can be completed in-house, the more brownie points you earn. The higher your expertise or specialties the less chance they can “create it in house.” This is because higher paying clients tend to gravitate to specialists.

10. The higher the clientele, the better their leveraging skills are. If they can figure out how to leverage it better and cheaper, you will lose. This isn’t always true, most times if they have too much on their plate already and don’t want to spend their focus time away AND they like you, you can get the sale.

11. “No” is a test. Don’t take anything for granted. Flexibility and diversity are important in riding out the storm.

12. Find clients to whom your work is not only valuable, but essential to their goals.

13. Know your worth and stand by it.

14. Remove the “under earner” mind set.

15. Make it easy for them to work with you. Remove any hoops or extra steps that take up their time.

16. Decide in advance what you’re going to do if they don’t accept your higher fee.

17. Presentation level needs to be on their level or perceived to be there.

18. Rely more on referrals for this market.

19. Be confident and know you can attract them. Feel and allow the possibility without question — 100%. Remove any doubt.

About the Author

Catherine Franz, is a certified life and business coach specializing in marketing and writing, Internet and infoproduct development. For other articles, and ezines:

© Copyright 2004, Catherine Franz. All rights reserved.

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Purchase a Database for Database Marketing

What happens when a person gets parched? The obvious answer is that they will automatically search for the nearest store (or refrigerator) to look for a nice beverage to quench their thirst. This is of course basic human nature as just about every person on this planet will feel this way at frequent times during the day.

Now the question here is; what happens when a business gets parched?

Frankly speaking, a business cannot literally get thirsty. However, it can crave for an extra number of sales leads. The main reason behind this is because these sales leads are the key to the business’ survival and its eventful growth in their industry. There are times when a business can run dry of business leads. When this happens, their growth is stunted and the flow of income will be capped.

When the business is thirsty for leads, they turn to reliable sources like a credible business sales leads provider. These sales leads providers can offer them a dependable business contact database so that their thirst can be quenched.

What does this business database have to offer a business and why can it achieve great results for their marketing campaign?

First of all, the business database holds a list of contacts of potential clients or business prospects in a specific market. For instance, business owners can get a business database that holds sales leads that are in a particular industry, profession, or even country. Therefore, they can acquire a number of sales leads just with a drop of a hat.

Aside from this, there are a number of other benefits that the business can get from acquiring this business contact database and mailing list from a reliable provider. Let us take a look at these advantages.

Enhancing the range of the business’ target market – For many businesses, the expansion of their market range is put into top priority. The database allows their market to be expanded as it enables the business to contact potential clients that may have escaped them in some way or another. When they achieve this great benefit, they are not in the first step into increasing their return of capital.

Acquisition of fresh sales leads – Businesses, in most industries, always needs sales leads that are fresh and targeted. These are the leads where other companies within a related industry have not yet made any kind of deal with these potential clients. Now imagine when these business contact these prospects first, the chances for procuring a closed transaction out of them will be very high.

Lower down the completion time for the marketing campaign – With the sales leads in hand; the business no longer has to search for them thus negating the first few phases of their marketing campaign. Therefore, they can immediately focus on a more important matter at hand with these leads; namely qualifying them to become respected clients of the business.

Training costs will be minimized significantly – Business owners no longer have to worry about training their staff in trying to search for the sales leads as the contact database already holds them. The business owner can then train a lesser amount of tasks for their sales representatives. As an example, they can then train their representatives to qualify more leads and turn them into quality clients for their business.

Obtain a more stress free environment – This last benefit can be seen as an added bonus to the whole package. Since these other benefits are attained with the acquisition of the business database, then business owners and their staff will eventually notice that their assigned tasks has become less of a hassle to deliver. The end result will be that the business achieves a more relaxed workspace which helps a lot in keeping the peace within the establishment.

With this business database at the business owner’s fingertips, their organization will always be full of leads and enable them to acquire these benefits and more. Outsourcing to business database providers will help your business keep going and surely your ROI will be more than what you expect.

About the Author

Alice Clark is a sales and marketing consultant specializing in business contact database management. Alice invites you to visit to learn more about business contact lists and databases.

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Preeminence as a Strategy



Why do some entrepreneurs gain levels of success so much higher than others? Most often, it’s due to the fact that they have a better philosophical strategy.

They approach dealing with prospects and clients with a deep desire to really help and solve their problems.

They have an external focus of how they can serve and not an internal focus of what they can get. I call it the Strategy of Preeminence.

Would you want to buy something from someone who just wants to sell or from someone who is protecting you and is looking out for your best interest?

The first thing I want to do is change how you define your customers.

Customer: A person who purchases a commodity or service

Client: A person who is under the protection of another

Even if you call your buyers customers it’s important to think of them as clients

The strategy of preeminence simply means that you will not let your clients buy more or less than they need to get the results they seek. It’s a powerful yet simple strategy that can transform your business. I’m always amazed at how many business people will say and do whatever it takes to make a one time sales rather than taking time to understand the client’s desired outcome. And then having the courage and moral obligation to tell the client what they really need. Sure, you may end up with a smaller initial sale, but you will have made a new friend. And they will buy again and again and send you referrals.

You must set the strategy of preeminence at the beginning of your relationship before someone buys from you. You can do this by becoming a trusted friend or advisor- so this needs to be a part of your presentation.

Create a presentation or system that automatically includes how you worry, care, and show concern for your clients even if they decide to buy elsewhere.

You must commit yourself to a level of study that most of your clients will not want to undertake. The strategy of preeminence will help you avoid concentrating on your wants and needs and puts them where they belong – on your clients.

Imagine a father walking into a store to buy a bike for his son.

What is he looking for? What does he need? Does he just want a piece of metal on two wheels? Of course not. He’s looking for one of the most joyful experiences of a lifetime – teaching his son to ride a bike. He wants a memory that he can tell his grandkids. He wants to hear his son yell,” Look dad. No hands.”

So, do you sell this father the most expensive bike in the store? Maybe if that’s the best solution to his problem. But you definitely should tell the father that you’ve seen hundreds of dads come in to buy their child’s first bike and you know how wonderful this occasion is. And possibly a less expensive model would be better because so many kids crash their bikes.

You might also want to mention that the dad should make sure he has collision insurance on his car. You make the sale and you also become a trusted advisor. The father realizes that you didn’t just sell him a bike but you protected him. He became a client. In a couple of years his son will need a new bike or he may have other kids who want new bikes. Where do you think he will go to buy it?

If you focus on giving value and advice instead of manipulating, you win over many more prospects. One of the biggest mistakes I’ve seen in over 30 years of working with businesses is that they focus on the wrong thing. They fall in love with their product, service, or company. However, falling in love with your clients means taking responsibility for their well-being.

You have to put their best interests ahead of your own.

Here are a few ways to establish the strategy of preeminence:

  • You are not just selling information, you are selling qualitative leadership.
  • You have to develop empathy for where your prospective clients are.
  • You have to adopt a different mentality to be preemptive.
  • Being preemptive means that you are the only viable solution to a problem, that you are the only one who understands.You have to want to help people and connect the dots for them.

    Make a commitment to start practicing this strategy in your business today and watch your results soar.

    Copyright (c) 2007-2011 Jay Abraham

    Jay Abraham

    Jay Abraham

    Marketing consultant, Jay Abraham, is known for his ability to identify patterns which limit and restrict the growth of businesses.
    Abraham is the CEO and founder of the Abraham Group, Inc.

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    Stolen From Michael

    Jolly Roger skull & crossbones pirate flag.

    Jolly Roger skull & crossbones pirate flag.

    Internet piracy is rife. Pirates are stealing, sampling and remixing ‘copyrighted’ content to such a degree that in my opinion it is pointless fighting it. So why do we fight it? Why not accept it, embrace it, and adapt our business models to compete against it instead?

    Recently I read “The Pirate’s Dilemma: How Youth Culture Is Reinventing Capitalism” by Matt Mason, and it left an impression on me. Then I happen to chance upon piracy of one of my articles. This started me thinking about piracy and hence this article.

    What is a Pirate?

    So what is a pirate? A pirate is someone who uses or reproduces someone else’s creative property without paying for it or obtaining permission (more on that later). A pirate is someone who robs you on the high seas. A pirate is someone who promotes efficiency, innovation an creativity, and has been doing so for hundreds of years.

    Piracy is theft, there’s no doubt about that. Companies and copyright owners lose money to piracy. But piracy is everywhere nowadays. You only have to look at the millions of people who download movies, TV shows, music, software and ebooks without paying for it or obtaining permission from the author. Raise your hand if you have ever watched a pirated movie, downloaded a song, or installed a software program without paying the author for it. I would be the first to admit I have consumed pirated material. Who hasn’t?

    But although piracy seems wrong, it has its place. Without piracy, the movie, recorded music, radio and cable TV industry might not be as we know it today.

    Hollywood was Created by Pirates

    According to Matt Mason, the film industry of Hollywood was built by pirate filmmakers. Thomas Edison, the inventor of filmmaking, demanded a licensing fee from people making movies with his technology. Filmmakers fled to California where they thrived, unlicensed, until Edison’s patents expired. The recorded music, radio and cable TV industry are also the product and beneficiary of piracy.

    In most civilized countries, a police force maintains order, detects and prevents crime, and enforces the laws. The Internet doesn’t have a police force. So if someone copies your content, who’s going to enforce the law?

    Copyright owners are left to fend for themselves. You could hire a lawyer, but how many of us can afford to pursue every person who pirates our content. And what about pirates in countries that don’t have much respect for copyright law? They are virtually untouchable.

    On the internet, digital content can be reproduced thousands of times, in seconds, for minimal cost. The cost and viability of policing it simply is not feasible.

    As a result, the Internet is full of pirates. And where pirates prevail, law-abiding businesses have to adapt to the new pirate economy or perish. If you think about it, piracy is just another business model.

    Hundreds of Pirates Steal My Articles

    One of the marketing strategies I used to get people to link to my website is to allow other people to republish my marketing tips on the condition that they include my bio at the end of the article. Most people comply with the request, but some don’t.

    I happen to chance upon one of my articles on a website with no mention of me or the bio it was meant to include. At first, I was a bit upset. So I decided to find out just how many people have pirated that article without credit. According to Google, 381 webpages contain my article. And 108 (28%), or roughly 1 in 4 were reproduced by a pirate.

    If we take that figure as a guide, it could mean a quarter of the internet’s content is created by pirates. Who knows what the true figure is. What it does show is that content piracy is an issue content producers have to contend with.

    So I know that 108 websites have pirated my article. What do I do about it? Should I go after every pirate and tell them to either give me credit where it’s due or remove the article from their website? But how many would even comply? And how much time and effort would it take?

    If You Can’t Beat Them – Join Them

    The thing you have to remember is that if you shut down one pirate, more will invariably take their place. So it would be a fruitless exercise. History has shown us that even major companies and even entire industries can’t beat the pirates. Just look at the movie, music and software industry.

    Hollywood creates about 500 movies a year – give or take. Why don’t they release movies that people probably won’t watch on the big screen and movies that aren’t likely to be box office smashes in theaters, on pay per view TV, DVD and online all at the same time?

    And why don’t they charge less for access to these movies? I never quite understood why they charge the same price whether you watch a $200 million blockbluster, or a $5 million movie. That’s like charging the same price for a hamburger and a steak.

    Apple iTunes has shown that consumers are willing to pay for music downloads, if you give them what they want (singles), where they want (online) and how they want it (no copy protection).

    The software industry has shown that you can build a business around free software (open source), by offering valued added services.

    Web Content Are Open Conversations

    Instead of fighting piracy, I think we should accept it and compete against it. Instead of wasting time worrying about content pirates, maybe we should think of the content that we create online (tweets, blog posts, forum posts, articles, etc) as ‘conversations’ instead of copyrighted content that we do everything in our power to protect.

    Think about what a conversation is for a second. When you say something, we can’t control what happens to it. If you give advice or tell a joke to some friends, a few might pass it onto their friends. They may even change it a bit. The chances are you won’t be credited for the advice or laugh. How often do you tell a joke and give credit to the person you heard it from?

    I’m not saying we should be happy that pirates steal our creative content. What I am saying is that instead of getting angry and fighting it, we should just accept that we can’t beat piracy and instead should embrace it. What is important is that you use the ‘conversations’ to build your brand and compete with the pirates.

    The internet not only levels the playing field, it also spreads the wealth about, so that it’s not just earned by a select elite group of individuals and companies. The internet allows authors with average ability to earn a living from their books, music, videos, etc.

    Instead of fighting movie, music, software, ebook and web content piracy, we should adapt and change the business model. If we embrace piracy as a business model, traditional business models can adapt and compete with it. If we don’t, then the pirates will laugh all the way to the bank, like many do in China and other developing countries.

    Name any major movie in the last few years and it’s been available on DVD on the day of release – in China and other developing countries. By fighting piracy, the movie studios have lost millions, even billions, of dollars in revenue.

    Musicians Thrive in China Despite Rampant Piracy

    Some musicians have accepted piracy and even embrace it. Piracy is rampant in China, yet the music industry is thriving. The music industry would have you think musicians don’t make a living in China where piracy is rampant. That can’t be further from the truth.

    Some musicians have learned that the money is not in selling their music on CD, but in selling more concert tickets at higher prices. The pirated music is merely a promotional tool and acts as a loss-leader.

    Brazilian Music Embraces Piracy

    In Brazil, the Tecnobrega music scene is on fire thanks to musicians embracing piracy. They don’t just look the other way, they actively encourage it. Musicians burn their own CDs and beg street vendors to sell them without giving the musicians a cut of the profits. They also upload MP3s online and give their music away to DJs. It’s allowed many more musicians to make a decent living from music than via the traditional business model. It also means more Tecnobrega music is being produced.

    Pirates Fill a Need in the Market

    Movie piracy exists and profits because movie studios don’t fill the need demanded by customers. Instead of spending $200 million making one movie, maybe they could spend a fraction of that and in return offer cheaper movie tickets to consumers. There must be a price point where people are willing to fork out money to go watch a movie or buy a DVD instead of buying a poor quality pirated copy.

    Consumers also want to be able to watch a movie how, when and where they want. But the movie studios insist on controlling distribution. Being a parent I now mostly watch the latest movies on pay TV. But even then it’s usually 6-12 months after the movie has hit the theaters. If the movie studios gave me the option to watch newly released movies in my own home, I would gladly pay for the privilege. This is more about lifestyle, less about cost. But the movie studios don’t seem to get that. Pirates do get it and are profiting from it.

    Even internet marketing gurus are realizing that it’s better to embrace piracy than fight it. Instead of charging people for newsletters and ebooks, they’re giving them away for free. Once they build up a loyal following, they sell high priced marketing seminar tickets to those followers.


    Internet piracy is here to stay. Accept it. Embrace it. Adapt your business model to compete against it, or die fighting it.

    I finish by offering a quote by a wise man you may have heard of, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” – Charles Darwin.

    Michael Wong

    Michael Wong

    Michael Wong

    Michael Wong is the editor of Mike’s Marketing Tools, which offers the original AdWords Wrapper and the new Keyword Tool. Michael has over a decade of experience in the internet industry, during which he founded two companies, sold a website to a SoftBank funded start-up, wrote one of the first ebooks on SEO, and generated millions of dollars in affiliate sales.


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