I gave matter a couple of minutes thought, and suddenly I had my brainwave. The video would open like this:

The suns rises over a gorgeous, tropical beach. Robin Williams'voice rings out:

"Good Morrrrnnnnnning, Costa Rica!"

(Those who don't catch connection, run to video store and rent Williams' award winning film, Good Morning Vietnam).

Afterwards, I learned to my embarrassment that approximately half of my classmates had used identical opening. And worse, students in previous classes had also come up with this opening scene for same assignment. The instructor was very sick of Good Morning, Costa Rica.

The lesson is clear. If an idea, headline, name, joke or other response leaps into our mind quickly, we're not alone. It's a given that numerous others have had same immediate response -- and each and every one considered it unique. If idea was obvious to you, guaranteed it was obvious to many others as well.

The truly original response is likely to be one that pops into our mind later -- after we've slept on it, or while we are daydreaming about something else completely.

And why is originality so important? If you are in business, it means you'll come up with a different product, a different service, a different advertising headline than one used by your competitors.

If you're in a creative field, it means you'll be remembered and known for your original work.

If Margaret Mitchell had named her novel "A Civil War Romance," book would have been a good read. But would it have had impact of Gone With Wind?

First, who are people most likely to use your product? If you are marketing microdermabrasion cream, you might answer "Women." While that is a true answer, it is not specific enough. Specifically, what women? My answer would be 40+ age group.

Secondly, what is most cost effective way, within your budget, to reach this target market? In other words, what does this age group have in common? What do they read? What do they listen to on radio? What local stores do they visit regularly? Keep asking yourself these and similar questions and listing answers. Once you have your answers listed, then try to think of ways to reach target market based on their common interests, of course, keeping costs in mind.

Promoting opportunity is based on same essentials. Define your market, and then determine most cost effective way to reach them. It is really just that simple.

REQUIREMENT FOUR: FACE TIME!

In order to achieve your goal, you need face time with your prospects. "Face time" simply means that you have to be presenting product or opportunity to a prospect. This can be done in person, over phone, in e-mail, or however you are most comfortable communicating.

If you are selling products, you can get product sales without personal contact, provided you promote product properly. But, if you are selling opportunity, you need to be prepared to spend a great deal of face time. To try to build a large organization without face time is like trying to lose weight without changing your lifestyle. Millions upon millions have tried it, and it just don't work.

Your focus should be to spend as much time as possible doing presentations. Focus on this one task with a passion. It is key to your success. Nothing else will make you successful. Nothing.