From Woody's Wisdom
© Burt Dubin
"90% of success is showing up." These words, attributed
to Woody Allen, pack a lot of success savvy. So when Stan
Rapp and Tom Collins write on marketing, I show up.
I showed up last week, all eyes and ears, scanned their street-smarts,
compared their stuff with my front-line findings, captured
some correlations. Here they are:
1. Love your clients:
Nothing beats this. Love them, care about them, empathize
with them -- all in addition to serving them superbly. Help
them feel better. Give them hope.
People today, regardless of their station in life, are inundated
with negativity from special interests, from society's underbelly,
from wild-eyed radicals with nothing to lose, from downsizings
and mergers, from inhumane unprincipled acts in defiance of
decency -- and callous disregard for valid interests.
Through your understanding, your presence and your positive
ideas, you have a chance to affect the attitudes and self-sense
of everybody you contact.
This, in turn, impacts productivity, sales and profits. That's
one way you make a difference -- the difference your clients
2. Deliver extra value:
Sweeten the deal with unexpected extras. Go the extra mile
every which way. Do more than is expected, more than is required,
more than anyone in their right mind would do!
Dazzle decision-makers with surprising extras. Make yourself
absolutely unforgettable. Here's how you do this: Pay resolute
attention to every possible detail. Amaze them with extras.
Extra thoughtfulness. Extra concern for their interests. Extra
3. Build long-term relationships:
Let your first transaction signal the start of an enduring
connection. From the first contact, enter into their world.
See the world through their eyes. Guide them to make more
of themselves, to do more for their customers, their peers
and their employees. Make yourself invaluable by the depth
and scope of your insights. Touch their hearts and minds and
4. Reinvent yourself continually:
Leverage your assets and your skills. Keep pushing the envelope.
Whatever you do, do it better tomorrow. Practice everlasting
enhancement of your attitudes and actions. Here's a role model
I met Bob in 1984. Then he was a one-man business. He was
already the undisputed authority, the #1 person at doing what
he does. He offered his services in the USA only.
Every year since then I've watched Bob persistently leverage
his assets and skills. He continues to reinvent himself. Today
he has a staff of juniors, a newsletter, and an array of different
services offered world-wide.
How about you? Start reinventing yourself now. One day soon
I may write about you!
5. Rapp & Collins 3 Commandments:
* Here's their theme, repeated throughout their book:
"Have a passion for caring and daring."
Here's a set of 7 actions. Take these actions starting
now. Make your career -- and your profits -- soar!
1. Love your clients.
2. Deliver extra value.
3. Build long-term relationships.
4. Reinvent yourself continually.
5. Do more, far more, than enough.
6. Make an all-out, full-bore commitment to your clients.
7. Have a passion for caring and daring.
Beyond Maximarketing by Rapp and Collins is published
by McGraw Hill, NY. ISBN 0-070051343-0.
Discover how you, too, can be a paid expert who speaks.
Make a difference as you build your net worth. Most speakers
earn a substantial six-figure income. Enjoy travel and adventure.
Stay at the best hotels, dine in the finest bistros, all paid
for by your clients. Let Burt Dubin guide you. Move your life
to a new level of fulfillment, service to others—and rare
Burt Dubin, 20 year veteran of the business of speaking,
mentors speakers and wanna-be’s world-wide. Burt works with
people who want to be speakers and with speakers who want
to be masters.
The words of his clients, the admiration and respect
expressed for his work by some of the world’s most successful
speakers, testify to the values you receive. For samples of
the wisdom available to you, simply go to
Burt Dubin, 1 Speaking Success Road, Kingman, Arizona 86402-6543,
USA. Phone 928-753-5315
E-mail Burt at: burt@SpeakingBizSuccess.com
© Copyright 2003 Burt Dubin