We're talkin' about game of being an expert at your specialty. These rules are unforgiving. Break them and a remorseless force simply sweeps you off board, clicks you off screen-and you're not even history. You're nuthin',baby. Abide by these rules and you smile all way to bank. I started out not even knowing there were rules. Within 4 years I'd lost my little all. $235,000 eaten up, gone -beyond recovery. Money talks, right? Well, mine was never to be heard from again!
I learned these rules hard way. You can too. You can learn hard way. Do you really choose to do that? Nobody cares. Nobody will care. It's your life. Now that I've had a chance to think about it, I prefer easy way. I'd rather learn from other people's goof-ups. So, let's get started.
Rule 1: Have something of value to offer your market. Something you're passionate about. Something that comes from marrow of your bones. From your core From your gut. From your essence. From your soul. And when you offer it, be it. Allow it out of your pores, out of your heart, out of your deepest feelings and beliefs. Let it shine from your eyes, be reflected in your stance and your glance, radiate from all your fingertips. Yes, from your eyelashes. Be on fire! Be so enraptured by what you offer that you magnetize your clients to your service or product.
Rule 2. Be a marketer first. (Marketing, defined: Marketing is creating conditions by which others decide on their own that they want what you've got.) Be a marketer first-and then a deliverer of what you offer. Many fine professionals and business people do not survive because they think world is going to welcome them with open arms. Sorry, no cigar. This is a painful lesson. You either gotta be so dazzling, charming, entertaining, gorgeous, brilliant that your prospects all but lose control, are beside themselves, go ape in your presence-or be a good marketer. How to market is beyond scope of this short piece. By whatever means, you just gotta attract those in your universe to desire what you offer.
Rule 3. Have integrity. Integrity that is absolute. Would you go driving in a car with a tire that wouldn't hold air? Would you go sailing in a leaking boat? Would you eat a spoiled fruit? When skin of a fruit is broken open, fruit begins to rot right there. Nature insists on integrity. Is integrity any less important in your commitments to your prospects and clients?
Rule 4. Be exclusive. Be one-of-a-kind. Be a specialist. Create your unique market position. Be special in your corner of your world. Be only game in town. Know more about your specialty than anyone else on earth. And don't tell me you can't do it. You can. I know you can. Your creator endowed you with a unique talent. A talent nobody else has. Engage it!
Rule 5. Associate with brilliant achievers. People who are reaching for lofty outcomes and dedicating themselves to worthy attainments. To outcomes that make a vital difference for others as well as themselves. People who are super-positive. People who build you up by their presence. Shun ordinary work-a-day types who lack a sense of their latent magnificence.
Rule 6. Invest in Brand You. In this, my 22nd year in business. I continue to invest tens of thousands of dollars in research each year. Not just dollars. Time. Probable 20 to 30 hours each week in pure research. Why? So I can stay on cutting edge. And, not just time. Focus. Energy. Asking why? Contemplation. Meditation. Looking inside. Looking outside. Looking away. Here's ideaĆ Make yourself such a unique resource for market you serve that there simply isn't a #2. Be so far out in front that others who would compete with you can't even shine your shoes. This is what I want you to do. You do it by using brains your God gave you.