o After you meet someone you want in your sphere of influence, always send them a handwritten note. The note need not say more than "nice to meet you." Print note cards with your photo on them to insure that people will remember who you are, and your note will make more impact. Don't send someone a solicitation letter.

o Refer people in your sphere of influence to each other. When you put two people together and it goes well, you become a hero.

o Create a contact schedule. How often are you going to contact everyone in your sphere of influence - monthly, quarterly, semiannually ? How are you going to contact them ? - by phone, with a note, by sending a newsletter?

o Consider holding an annual event for your sphere of influence. You could partner with a friend in a complimentary business and double your sphere of influence in one night.

o When people refer business to you, thank them at least 3 times - with a phone call, with a note, and by thanking them in person, in public, in front of other people. Everybody appreciates recognition!

o Do not focus on getting business immediately. Focus on creating a solid relationship with people so they know you, like you and trust you. Eventually, they will refer business to you or become a regular customer.

o Create a system for keeping track of people either record information that is important to them - their spouse's name, their professional affiliations, any awards they have won, etc.

o When you want to know someone better invite them to events that you know would be of interest to them. This is a simple, easy way to build a relationship with someone.

People buy from you when they know you, like you and trust you. Business is not about what you do or how you do it. Business is about relationships, about helping others overcome their challenges and meet their objectives, about finding out what needs to be done and doing it. Provide people with support and you will build a large sphere of influence that supports your business.

Dump cotton woolly fluff. Get your customer’s brain to go scrambling like an over-enthusiastic pup after a Frisbee. Once you have enough WHY factor built into what you’re selling, everything else is just clip, clop, fall in place stuff.

Be an Accountant, Do an Audit *****************************

Look at your communication. Like reeeeeeeaaaaally look at it! What about your website? Does it answer question WHY straight up? And does it do it on first page? How about your brochure? Does its headline make it a cinch for dustbin land? What about your speech? Do you have enough beds to compensate for your lack of WHY?

I could go on, but I suspect you get message.

Be merciless. If WHYs don’t stack up, dump communication. Or chop and change it till it does.

Finding Right Level of Why Power ***************************************

If you noticed, Mum actually answered my WHY question. She just didn’t answer it to my satisfaction like Dad did. Herein lies a subtle, yet formidable difference.

It’s not enough to simply have WHY question answered. It’s got to be most ‘Rambo in your face’ answer, or it will bounce higher than a defaulting cheque. Let your WHYs loose on each other, and let only one with most testosterone come out shining.

Aristotle -- Man, Was he Smart or What? **************************************

All communication must lead to change.

That’s what old wise man said over 2300 years ago. Not some or most communication.

All.

Yet we are dealing with customers that inherently detest change. WHY is only motivator that allows them to make that shift. Change is still a scary word, but at least justification sits nicely in their cranium.

In fact, if you look closely, even a WHAT question like, What’s in it for me?, is really a "WHY" issue. All it is saying is ‘Why should I pay attention?’ Give your customers WHY factor and their buying sprees will reflect nicely in your growing bank account.

This is simple, down to earth advice. Yet it represents one of most powerful psychological triggers why people buy. WHY on earth would you ignore it?

****************************************************************** Have you seen a customer back out of a deal at very last minute? Do you know specifically why that happens? Learn power of psychological marketing strategy and predictability of human brain, that goes back thousands of years. Go to http://www.psychotactics.com

Sean's background includes the different facets of communication: He has worked in crafting TV Commercials, graphic design, cartoons and web design among other communication. The underlying synchronicity was the constant search to find ways to communicate in the simplest, most effective manner.