The Most Important Lesson

Hi,

The most important lesson I ever had in marketing was this: "Nobody cares how much you know until
they know how much you care." The word 'con' in the term 'con man' is an abbreviation of the word
'confidence' as in 'confidence trickster'. This person operates by winning the confidence of the victim
prior to separating them from their money. Confidence is critical to the legitimate sales process as well.
How can you build confidence? You convince people that you care about them and what happens to
them. How do you do that? Simply by doing it. If you haven't got a genuine interest in people and an
ability to 'feel their pain', how do you feel about what you do as a marketer? Are you only separating
people from their money? Turning a human being into revenue scheme? There is a way to succeed in
marketing without selling your soul. Many people are thinking about this issue right now. I have spoken
about it at 4 conferences and have never had such a powerful response from audience members. SO
don't be afraid of asking the question: "How should I live my life?" (As Soctrates said: "The uninspected
life is not worth living."

Michael