Rush Limbaugh's Marketing Secret Sauce

Mel,   If you're in the info business, you're in the exact same business as Rush Limbaugh and Oprah Winfrey and Regis Philbin:   The *personality* business.   Write that on a PostIt note and stick it on your bathroom mirror, because it's one of the most important insights you could ever possess about selling information.   Sure, your customer's RATIONAL reason for buying your stuff is to become more informed, to learn how to solve problems and make progress in life.   But to paraphrase Mark Twain, behind every sale there's a rational reason... and a REAL reason. The emotional one.   Your customer's *emotional* reason is that they connect to you in a personal way.   Over time, they listen to you not as much for the content per se as much as to get a personality fix.   They do it to get a piece of you.   This is NOT scary.   In fact, it's very liberating. Because unlike what they told you in school, you now have permission to be yourself.   Not Rush Limbaugh. Not Oprah Winfrey. Not Regis Philbin, or even Perry Marshall—but YOU.   Over time, your personality becomes your USP.   Anybody can put authors and experts and actresses on camera in front of a live audience, but only Oprah can be Oprah.   People quickly tire of corporate monotone. We crave human touch, even if it just comes to us through a warm smile on a high-def screen.   I don't know what your best medium of expression is.   Maybe it's writing. Maybe it's speaking to audiences. Maybe it's video or teleseminars.   But one of the best skills you can to develop over time is simply expressing yourself, your personality and your style.   John Carlton calls this "Finding your voice."   The first time I asked him to critique one of my sales letters, he gutted my carefully chosen words like a fisherman cleans out a 30-pound bass.   And I wised up. My sales letters started to get better.   He commented that I was starting to find my voice, and admitted it had taken him a half dozen newsletters his first year to really find his voice.   This personality principle works even if you're not in the info business per se—even if you're just sending out your company newsletter and selling a physical product.   When you show up consistently and sound like a real human being, you stand out.   People are so shocked to hear an actual human voice, they snap to attention.   Do this, and one day soon you'll look up and realize that you've built a whole tribe of followers who can't get enough of you.   Carpe Diem,   Perry Marshall       ***NOTE: This email address isn't monitored! If you need help, please email:   support@perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below:  Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here