Update: Isn't it interesting that by creating interest you can increase your magnetism, increase response, and then increase your bottom line? I recently received a group e-mail from an acquaintance with the subject line, "Need your help!" It was a brief appeal message asking one favor after another for an upcoming event.

Prior to this e-mail I was planning to attend. But the sender wrote from a position of negativity which quickly turned me off. So much that I've decided not to go. (Delete!)

Imagine what would happen if the sender wrote from a position of positivity? Like, "You're invited to a once-in-a-lifetime event..." and then continue by building up how special, meaningful and enjoyable the event will be for those involved. And then mentioning the food, camaraderie and prize drawings. And then suggesting ways to offset the costs. Yes, I'll be there. (Reply!)

How do you go from a position of negativity to a position of positivity? By generating interest and mentioning what people get. That's the secret. Read more in today's...

Feature Article: Creating Instant Interest

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Deliverance...

My financial advisor friend Barbara Norman will be hiking down, and then up a ten-mile trail in the Grand Canyon. In some areas, the trail is so narrow you could literally fall off the cliff if not careful. In many such spots — passing is not allowed.

Why would any sane person go on such a dangerous and energy-zapping adventure? Doesn't lounging in front of the TV sound more appealing as a weekend activity? And safer too?

There are no guarantees she won't get hurt. There are no safety nets. It's physically demanding. She is exposing herself to the elements. And survival instincts become critically important.

For some reason the movie Deliverance comes to mind. Four men go river rafting down the Cahulawassee River where they encounter trouble with the local Mountain Men. They have no phones, no maps, or global positioning. They depended on their survival skills and on the kindness of strangers. They were at the mercy of their environment.

This is similar to Barbara's excursion. She will be relinquishing control and trusting her gut. But then she explained it so succinctly: It has to do with conquering something bigger than yourself.

It has to do with negotiating challenges, overcoming obstacles and struggling to reach your final goal. It requires discipline, determination and resolve. Stalling, delaying or procrastinating is permitted, but not advised. And when you finish, you actually come up a different person than when you went down. (Either stronger or weaker.)

I thought this was brilliant. An exercise in stretching your mental, physical and spiritual abilities. I'd love to join her, but I imagine it can get pretty cold down in those lower regions of the canyon. Me thinks I'll try something safer like firewalking instead.

Creating Instant Interest

Dear Associate,

If you've ever attempted to renew your credit card you've probably experienced something like I have:

I'm renewing my credit card through my phone on the bank's automated system. The steps are simple — just punch in a few numbers and I'm supposed to be done. But that's not always the case because certain issuers won't let you off the hook that easily.

With some issuers the automated message instructs me to wait for the customer service rep, which is nothing more than a smoke-and-mirrors reverse telemarketing scheme. In other words I'm stuck in limbo between wanting to hang up because I know there's a sales pitch coming, and hanging on because they've led me to believe the renewal process is incomplete.

When the representative begins giving his spiel I automatically tune out because I know I've been held hostage by the renewal process. I'm no longer in control. And his main goal is trying to sell me something I don't want, need or desire to have.

Unknowingly these sales people, telemarketers and customer reps are guilty of one basic business blunder: Creating little or no interest. When this happens there's no dialogue. It usually becomes a one-sided sales pitch which can leave you annoyed and disconnected.

If you make presentations, write business letters or make sales calls, you probably don't want to repeat their blunder. People, prospects and customers are busy and pre-occupied with daily tasks and responsibilities. It's best to quickly cut through their busyness by instantly grabbing their attention and establishing a connection. You make an immediate connection with an opening that creates instant interest.

Three openings that beg to be heard:

The first is by posing a question. Not just any question. But one that will lead your prospect to eventually think about you, your product, or your company. It could also be a question that indicates a problem, or one that intrigues your prospect to want to find out more.

Secondly, begin with a benefit statement. "ABC Insurance has been in business for ten years and has offices throughout the western continental United States," is not a benefit statement. But "Discover how to save up to 27% on your annual insurance rates," IS. When you talk about what the prospect gets, that's a benefit.

And finally, the personal story has always been the dependable workhorse. Especially if it leads to a point, a solution or a lesson learned. A testimonial story from a client who had an ecstatic experience is also powerful. People seem to perk up more when stories are told.

Unlike our bank customer rep at the top who is probably working off a marketing script and focusing on making a sale — you have the power to increase value to people's lives by engaging them with instant interest. This shows your prospect you are making an effort to care. And you're willing to meet them where they are.

Warm regards,