Tag: interest
Your Self-esteem
“Perfect self-expression will never be labor; but of such absorbing interest that it will seem almost like play.”
– Florence Scovel Shinn
In Succeeding Through Inner Strength, Dr. Nathaniel Branden says that people unconsciously lower their self-esteem through their goals.
Thou Shall Appoint Thyself
A recently understood segment of marketing is the immense power behind the product category. Often, many businesses build their entire marketing strategy around a particular brand and its better qualities within a currently known product category, only to have it all go down the drain in the end.
Remember the “New Coke”? In the 80’s, Pepsi conducted taste tests called “The Pepsi Challenge.” Coke, on the sidelines, also heard from their own research that a newer, better tasting brand would beat Pepsi.
Thou Shall Take it Step by Step
A mistake businesspeople often make is when they try to sell their company directly in every communication they produce. (I’m referring to the idea that they try to sell their company as being merely open for business, also called “institutional advertising,” and not direct marketing, which is different.)
Institutional advertising (or what I call “blind branding”) will draw up immediate clients. When advertising, they spend hoards of cash on repeated, slick and entertaining ads. When marketing to people for the first time, they blab on until the cows come home. When sending out information, they send beautifully designed packages that make shipping crates look like a joke!
Thou Shall Speak Softly but Carry a Big Stick
The following is probably the greatest commandment in “Power Positioning.”
Now that we’ve talked about lead generation advertising, the next step is where to advertise. And the trick to having as many pre-qualified prospects come forward is to have your ad noticed and read by such a specific group of people as much, as often, and as effectively as possible. General publications won’t do that and they cost a lot of money… That’s cost-per-lead money.
Thou Shall Make Thy Net Work
We’ve made it! You’ve now reached the last commandment. And what better way is there to end this book that’s chock-full o’ marketing secrets other than by telling you about something I truly hate. I hate networking. Really, I do!
I hate it because, in my experience, it hasn’t brought me anything substantial in return. You’re probably saying right now, “What? Is he crazy? Has he lost his mind?”
The Advancing Personality
What I have said in the last chapter applies as well to the professional person and the wage-earner as to the person who is engaged in selling or any other form of business.
No matter whether you are a physician, a teacher, or a clergyman, if you can give increase of life to others and make them sensible of that fact, they will be attracted to you, and you will get rich. The physician who holds the vision of himself as a great and successful healer, and who works toward the complete realization of that vision with faith and purpose, as described in former chapters, will come into such close touch with the source of life that he will be phenomenally successful; patients will come to him in throngs.
Further Use of The Will
You cannot retain a true and clear vision of wealth if you are constantly turning your attention to opposing pictures, whether they be external or imaginary.
Do not tell of your past troubles of a financial nature, if you have had them. Do not think of them at all. Do not tell of the poverty of your parents or the hardships of your early life. To do any of these things is to mentally class yourself with the poor for the time being, and it will certainly check the movement of things in your direction. Put poverty and all things that pertain to poverty completely behind you.
