the truth of the matter is as uncomfortable as it may be for some people we're really in the psychological manipulation business that's if that's really what we're doing now hopefully we're all doing it as a means of delivering ethical value and having said that I'm not going to belabor that point by continually caveat e these caveats and disclaimers become tiresome for example that testimonial you just saw from Frank we should that should have been if we use it again we will chyron it across the bottom of the screen it should have been caveated that he
is describing the typical and average results achieved by the people who attend so so I'll give you the caveat once that the context here is is that we're always doing it to deliver ethical value but now having said that really this is all about manipulating the psychology of the customer we we manipulate his fears we manipulate his anxieties we manipulate his resentments we manipulate his secret desires we manipulate all sorts of inner things in order to overcome his complacency inertia of skepticism unwillingness to spend money on and on in order to get him to give
us money in exchange for goods or services and and so everything the the smart ones amongst us some people have said it about me has a there's a criticism I always take it as a compliment regardless of how its intended that's a side lesson by the way you that's a writer downer by the way that's not a throwaway line is that regardless of how what someone says about you is intended you can always choose to take it as a compliment and so in a market I did a lot of work in from many years I
mean I actually had people physically come up to me and say you're the biggest I've ever seen and I would always say thank you you know I mean well who wants to be second best at anything you know and I mean it indicated that they were paying attention and they were reading and they were listening and you know even they were relatively perceptive and intelligent individual so you take that as a compliment so sort of people I've said often babe I it seems like you don't you do everything on purpose for purpose yes of course
very little money's made by accident so I mean there is some you know you find a dollar laying on the ground that somebody dropped it's sort of an accident I mean but very little money's made by accident so yeah on purpose so a person chooses the persona that he's going to present or she's going to present because it is designed to appeal to his or her particular market and we go from there so it really is all about manipulating the psychology of our customers and what does that really mean it means that we should be
spending more of our time and energy figuring that out than figuring anything else out not only from the standpoint of selling to them but from the standpoint of satisfying them after we sell to them see they don't care so much whether the product is beautifully packaged or not so beautifully packaged or the sound quality on the CDs is perfect or not quite perfect you know when they really care about that they really care about that when the psychological connection between the person communicating with them and them is not very good then they care about that
a lot then they're really picky about it but when the connections really good they don't care so much about that it's not important to them because the connections spectacular
