Update: I just got off the phone with Charles, my financial advisor. I asked about the emerging markets fund I've invested in. Year-to-date it's been flat, but up 58% from this same time last year. Not bad. It's recovered some of the losses from 2008.

We speculated about global fresh water solutions and how the new healthcare law will impact the healthcare industry in the States. It's a good idea to keep an eye on those two. Since Charles invests more on the conservative side, his position has always been the same: diversify.

Feature Article: Cuchi-Cuchi Marketing

Resource: The cuchi-cuchi

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The Taming of the Wuss...

If you've done any research on what makes a woman tick when it comes to dating, there's always some talk about the bad boy. Why does she fall all over some guy who literally mistreats her? And why does she stay with him?

On the opposite end of this, why are women turned off by the wuss? They'll often use and keep him around for their own motives. Eventually the wuss ends up being one of her guy friends—nothing more.

What's the major difference between the bad boy and the wuss?

Attitude.

It's the way the bad boy looks, walks and talks that drive women wild. She feels alive, challenged and stimulated. Everything she doesn't feel from the wuss.

What attitude are you transmitting to your business universe? And are you happy with the results? If not, simply change it.

Cuchi-Cuchi Marketing

Dear Associate,

In-between diving through my taxes and enjoying a divinely delicious homemade fruit smoothie I watched Spanish spitfire María del Rosario Pilar Martínez Molina Baeza demonstrate the cuchi-cuchi with actress Florence Henderson. You probably know Maria by her showbiz name: Charo. This salsoul singer/guitarist/comedienne is well known for hilariously butchering up the English language, yet her simple advice for Florence puts her head and shoulders above average marketing and advertising firms.

Let's lend her an ear...

"But let me tell you now my secret," she reveals in her thick Castilian accent. "My secret is the position... and the at-titude."

"You are proud of your body," she continues. "Don't worry you have a little more pound or less pound... it's attitude, what is it."

"You have to squeeze your butt," she shows Florence. "You realize that you're up already two inches? You stick (out) your maracas. With that position bend a little bit your knees, and then, you do cuchi-cuchi, cuchi-cuchi."

Thank you Charo for that vivid lesson. Which is an important lesson if you who want to get good at marketing. Proper positioning and attitude in the marketplace means you won't have to cater to those consumers or clients who make unexpected demands of you.

So how does this work?

Charo mentioned position...

A few years back, one of my mentors created a five-day marketing intensive. You had to plunk down five grand just to get in. There was one huge problem: a severe lack of funds.

At first I didn't want to do this... but I did it anyway. I asked if he could provide a scholarship. That was a mistake on my part.

He didn't get upset or anything like that. He suggested other means to get funding. That was his way of saying no.

You see, he creates wealth for others. He charges high fees and delivers even higher value. That's his position. That's the way he wants the universe to perceive him. He wants to attract high caliber people into his universe.

He'd have to go into a counter position mode to offer a scholarship. And that's not how he wants to be perceived. He'd rather risk losing the five grand from me not attending than to be at odds with his position.

So what kind of clients do you want to attract? Is it the Jerry Springer crowd, the Oprah crowd or the infomercial crowd? Now create the position you want your crowd to recognize you by.

Charo also mentioned attitude...

It's the way you carry yourself. Your posture. It's taking on the mindset of how you want people to perceive you, instead of seeking their approval.

At a recent mastermind session Jim, a business consultant, struggled with sounding too pushy when meeting with a potential client. Sounding too salesy and trying to close a prospect would hurt his chances of building that relationship. Jim wasn't sure what to say or do.

"Why don't you take a genuine interest in your client's business," I suggested. "Don't talk about what you can do for her... or how you can help. Ask questions about her business and decide if your solutions can solve her problems."

Jim began backpedaling...

"What if the client asks a question I can't answer," Jim inquired. "And what if she purposely throws me off track?"

It was apparent Jim wasn't getting it. He was wimping out. He was emitting a fear scent people could smell a mile away.

"Take charge of the conversation," I commented with conviction. "Turn it back around. You do the asking. If you do this—you remain in the power position. That's the attitude to have."

So how do you want to be perceived by your clients? Do you want them to see you as confident and self-assured? If yes, you'll find that people will buy into your confidence.

Do yourself a favor—don't sell yourself short. Renew your business with the one-two punch of position and attitude. Take control, remain in charge and have fun dancing the cuchi-cuchi.

Warm regards,

Position and attitude. That's what people must see in you. Let's visit Charo as she teaches and demonstrates this lesson to Florence Henderson on YouTube.