A Prescription For Closing More Sales

By Patrick Mahan

Salesmanship isn't what it used to be. Consumers today are more distrustful of sales people than every before. Fast-talking, slick sales people using outdated manipulation techniques are being replaced by "service professionals" who listen more than they talk.

Consumers have made their preference clear: They want to be served, not sold.

In the old days, the Sales Cycle began with the first interaction between buyer and seller. But today, with the abundance of information available to consumers online, buyers are now nearly 60% along the path to a purchase decision before they ever meet a salesperson.

Times have changed. And as consumers become more informed and more educated, the balance of power will continue to shift in favor of the buyer. 

The question is, as a salesperson and a marketer, are you adapting to these changes in consumer behavior?

I believe it all begins with re-framing the way you approach sales. 

"You know you are running a modern sales team when selling feels more like the relationship between a doctor and a patient and less like a relationship between a salesperson and a prospect.

When you go in to see your doctor and she asks you about your symptoms, you tell her the truth. You trust that she can diagnose your problem and prescribe the right medication.

When she says, "This is what you have. Take these pills," you don’t say, “Let me think about it” or “Can I get 20 percent off?” You take the medication.

It's no longer about interrupting, pitching and closing. It is about listening, diagnosing and prescribing." - Mark Roberge, SVP Sales and Services at HubSpot

I would add this...

In order for this approach to work, you must position yourself (and/or your company) as an Authority Figure. Authority is one of Cialdini's 6 Principles of Persuasion.

People follow a doctor's advice because he has established himself as an authority on the subject. An expert. A trusted advisor.

How do you establish yourself as an Authority?

•  Write: The root of the word Authority is Author. We view authors as authorities on the subjects they write about. Blogging, YouTube videos, white papers, writing articles for magazines, etc. are all great ways to demonstrate your knowledge of a subject. And position yourself as a thought leader. The go-to expert in your industry. And Social Media gives you a platform - and an amplified voice - to spread your message like never before.

• Testimonials: In terms of marketing, nothing in the world is more powerful than a third-party endorsement. The more endorsements you earn, the more your Authority grows.

Furthermore, endorsements provide Social Proof (another one of Cialdini's 6 Principles of Persuasion). People like safety in numbers. If everyone is doing it, then it must be okay. Now more than ever, consumers are turning to the Internet to read reviews posted by others before making a decision [*]. The more Social Proof you have backing your brand, the more your Authority grows.

[*] 90% Of Customers Say Buying Decisions Are Influenced By Online Reviews

Rethinking the Elevator Pitch

By Patrick Mahan

You never know who you might bump into. A chance encounter on an airplane could lead to your next big sale. Or the person in line behind you at the grocery store just might be the strategic business partner that helps take your brand global.

As they say, "Luck is what happens when preparation meets opportunity." The question is, how prepared are you when opportunities like these arise?

Golden Rule of Email Marketing

How to increase your email open rates and minimize unsubscribers.

By Patrick Mahan

Email marketing is one of the most effective and personal forms of marketing.

Why?

Because not everyone reads your industry's publications looking for your ads. Not everyone watches television at the time you run your commercials. Not everyone listens to the radio or drives past your billboard. Not everyone subscribes to your blog's RSS feed or checks your Facebook Page or visits your website each morning. But ... everyone checks their email inbox.

And that's why email marketing is so powerful. However, as they say, "With power comes responsibility." And your responsibility is to NOT wear out your welcome.

Which would you rather have: Employees or Followers?

By Patrick Mahan

In his bestselling book, Tribes, author Seth Godin says: 

"Managers have employees. Leaders have followers."

Are you a Manager ... or a Leader?

Do you have employees ... or followers?

These are important distinctions. And your answer may be the single greatest predictor of the success - or failure - of your business.

Why? Because people don't want to follow orders. They want to follow a passionate leader. They want to be led, not pushed. They want to be inspired, not directed.

Do you want to get the most out of your team? Then stop giving orders and start becoming someone worth following. 

When you inspire people to rally around a common goal and encourage them to become part of something meaningful and bigger than themselves, then together you will create a synergy that is capable of producing extraordinary results!

I think this quote says it best ...

"If you want to build a ship, don't herd people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea." - Antoine de Saint-Exupery

What are your thoughts?

Marketing Lesson from The Master of Suspense, Alfred Hitchcock

By Patrick Mahan

In the new movie, Hitchcock, Anthony Hopkins plays the role of Alfred Hitchcock, the Master of Suspense, in a behind-the-scenes look at the making of Psycho.

I saw the movie today at the old Kentucky Theater downtown. (If you're gonna watch a movie about Hitchcock you might as well watch it in a theater built in 1922. Something about it adds to the experience).

Hopkins was brilliant as usual. And the movie was pretty fascinating. Several things I didn't realize...

The Perfect Subject Line for Emails

By Patrick Mahan

Every marketer is looking for the perfect email subject line to increase open rates.

Lots of How To articles have been written on the topic. Most recommend writing subject lines that invoke curiosity. Or ask a question. Or speak directly to the reader. Or announce breaking news.

One research study concluded that the most successful subject line of all-time was the phrase: "You are not alone."

But what if we take an entirely different approach?

We spend our time and energy trying to craft creative (and sometimes deceptive) subject lines in an effort to get more people to open our emails.

But here's the thing ... you should be more concerned about the NAME that appears in the "From" line and less concerned about the CONTENT that appears in the "subject" line. 

I receive newsletters from several authors that I have come to know, like and trust. When I see their name in the From Line, the Subject Line has little influence on my decision to open their email. 

So... as usual, it all comes down to building a reputation for yourself (and/or your company) as someone people know, like and trust. Develop a reputation for delivering content that is personal, timely, relevant and valuable.

When you focus your efforts on becoming someone of value, offering something of value, then you'll discover the "subject line" is the least important part of your email marketing strategy.

Is it the Mousetrap or the Cheese?

By Patrick Mahan

Every business wants to build a better mousetrap, but what they really need may simply be a different kind of cheese.

How to Grow Your Business the Seth Godin Way

By Patrick Mahan

Seth Godin is a marketing genius. Pick up any one of his best-selling books and it will change the way you think about marketing forever.

I found a video on YouTube, an interview in which Seth talks about how to make your small business indispensable. It is packed full of game-changing tips that will help you take your company to the next level. It's also a great primer if you've never read any of Seth's books, as it gives a brief overview of some of his most important philosophies.

I've included the video at the end of this post so you can watch it for yourself. But first, I'd like to share with you some of the key take-aways from the video.

As Seth explains, the old way of marketing is broken. The old way, "Interruption Marketing", was all about standing on the mountain top and broadcasting your message to the masses and hoping to capture their attention while they were busy doing other things. The theory was: If you yelled at people loud enough and often enough, then you would make enough money to pay for all that yelling.

"[Marketers were] yelling at people who didn't want to hear from them about stuff they didn't want to hear about." - Seth Godin

But today, technology has changed everything. People can screen their phone calls with Caller ID. They can skip television commercials with tools like TIVO. They can block internet pop-up ads. And SPAM filters help keep annoying marketers out of your email inbox.

Yet it seems that the harder consumers try to lock marketers out, the harder marketers try to pick the lock!

Think about how misguided that strategy is... If someone slams the front door in your face, then they're going to be really annoyed when you start knocking on the back door! And that's what a lot of marketers are essentially doing. Trying to beat the system. Trying to invent clever ways to "slip past the doorman".

Well, guess what? People don't like it! They've made that clear. So quit marketing to people in ways they don't like to be marketed to!

Personal, Timely and Relevant

As Seth says, your message must be "personal, timely and relevant." When you craft your message in a way that speaks directly to your prospect (like a one-to-one conversation vs. a public broadcast) and you deliver that message at a relevant time (like a plumber offering a coupon to a new home owner) people will appreciate that. And by giving them something of value, they are much more likely to grant you permission to continue marketing to them—as long as you don't violate their trust (by sending impersonal, poorly timed, irrelevant messages).

So earning permission is crucial. It's the equivalent of being invited into someone's home. And it's the polar opposite of the old, broken down "Interruption Marketing" strategy. You can learn more about this important distinction in Seth's landmark book, Permission Marketing. It will change your entire approach.

So how do you grow your business?

The key, based on Seth Godin's principles, seems to be a three-pronged approach:

1. Create a remarkable product or service that people like, trust and believe in
2. Wrap it in a story that is worth telling
3. Attract a tribe of like-minded individuals that will tell your story, spread the message, and attract more people into the tribe.

Read that list again. (I believe there was a carpenter who used a similar strategy about 2000 years ago with incredible success.)

"If you can lead a tribe, then the marketing will take care of itself." - Seth Godin

The tribe will spread your message for you (as long as you have a message worth spreading ... a story worth telling). It's word-of-mouth marketing at it's best.

"Turn strangers into friends, friends into customers, customers into salespeople." - Seth Godin

Make a Connection

Large businesses can afford to spend millions on mass marketing. Small business don't have that luxury. But they do have a distinct advantage. They're more human. And people like to connect with other people, not a faceless corporation.

Apple has been so successful thanks to the leadership of Steve Jobs. He gave Apple a human face. He created a brand image—a story—that Apple is created "by people, for people." As a result, people can connect with Apple in a way they can't connect with a corporation like IBM.

What about your company? Does it have a human face? Or is it just another impersonal, faceless corporation? Have you ever noticed that at the center of most great companies is a charismatic, highly-visible leader? A face people can connect with?

Tribes Don't Have to be Big to be Effective

"If you have 1000 true fans and those 1000 people are willing to drive across the country to watch you perform and those 1000 people tell their friends, then that's enough to make a big impact." - Seth Godin

How to Create a Tribe

Rule #1 is to be a person. Be authentic. Show off your personality. Tell the truth. Create remarkable products / services that people want. Things they genuinely want because they want them... not because you pushed it on them.

Rule #2 is ... Don't try to be all things to all people. A tribe is a group of like-minded individuals. And tribe members want to feel like they are members of a club. They want to be "insiders". And as Seth says, in order to have insiders, you must have outsiders. That means, you must be willing to say that your product or service isn't for everyone. If you play it safe and try to be all things to all people—and if you don't want to risk alienating anyone—then you'll find yourself standing in the middle of the road. And the middle of the road is where you get run over.

You must go to the edge. Be extreme. Don't be just another bland, vanilla brand that caters to the masses. It's okay if some people HATE your product, as long as a tribe of people LOVE it. And as long as you remain true to that tribe and continue weaving a story that your tribe members will evangelize (not just on your behalf, but on their behalf as well).

Social Media's Role

In the following video, Seth says there is good news and bad news regarding the rise of social media. The bad news is too many marketers are using social media as another way to SPAM people—don't do that! Social Media is not another channel to yell at people. Instead, use the power of social media to build a social network—a gathering place for your tribe.

The Interview

Now feel free to watch this video featuring Seth Godin. This is an interview I found on YouTube posted by BusinessZone.co.uk editor, Dan Martin.

Video link http://youtu.be/3vzuLbaMAF8

Clearly, I'm a big fan of Seth Godin. I've read most of his best-selling books and plan on reading the rest. I hope I've done justice to interpreting his marketing philosophies in this blog post! And I hope you'll find some of this useful.

Are you a fan of Seth Godin? Have you been able to implement any of his strategies into your business plan? I'd love to hear your comments.

Tip the Scales! Increase Sales by Positioning Yourself as the Low Risk Solution

By Patrick Mahan

"Most people won't change until the pain of where they are exceeds the pain of change." - Dave Ramsey

I love this quote from finance guru, Dave Ramsey. And it applies to selling just as much as it applies to personal finance strategies and ... life in general.

For customers, every significant buying decision is like a balancing act. Imagine two scales. On one side is THE PAIN OF WHERE THEY ARE NOW. On the other side is THE PAIN OF CHANGE.

As a salesperson, you have to tip the scales. You must show the prospect that THE PAIN OF WHERE THEY ARE NOW is worse (more painful) than the hassle, burden or PAIN that may potentially come along with the process of changing.

When you're selling a product or service, one of the biggest hurdles you have to overcome is inertia. That is, getting people to MOVE... take action... make a decision.

Often times, their hesitation may have nothing to do with you or the quality of your product or service. It may simply be that either they are reluctant to the idea of change (I've always used Brand X), or maybe they just don't want to put forth the effort (switching insurance agencies to get a lower rate makes sense, but is it worth the hassle?).

Here's a good way to look at it... Imagine every customer asking the question, "Do the benefits received outweigh the burdens endured?" Most customers are thinking this, but never actually ask. So engineer your sales approach around answering that unspoken question.

As you know, most people don't like change. They delay making a decision because doing nothing and sticking with what they've always done is easier. It's the path of least resistance. It allows them to stay inside their comfort zone.

As a salesperson, your job is to overcome that inertia and get them to move. And that involves helping them get out of their own way! Deep down they want to buy, but pulling the trigger is often the hardest part. It's like a person standing on the edge of a diving board... sometimes all they need to take the plunge is a little reassurance and encouragement!

To do this, you have to create discomfort / dissatisfaction. Create an uncomfortable itch for the customer (associate that discomfort with their current situation), then offer them a low-risk, hassle-free solution. The more you can associate low-risk, low-hassle with your product/service, the more likely they are to buy.

In sales, it's really not about having a slick sales pitch packed full of features and benefits... it's more about positioning yourself as the low risk, low hassle, easy, and convenient solution to their current "problem".

Imagine selling a washing machine... most salespeople will jump right into features and benefits...

"This machine comes with a patented NO-SHAKE SYSTEM, which means it vibrates 50% less than conventional washing machines. And it has a built-in Power Steamer, which gently steams your clothes, giving you whiter whites and less wrinkles!"

By this time, the customer's defenses are up. She feels like she's being sold. And if she's like most people these days, she already did her research on the Internet (and probably knows more about this particular product than the salesman). But the salesman was so anxious to jump into his "pitch" that he failed to get to the heart of the matter. That is, "What's wrong with your old machine?"

Once the lady lists all the things wrong with her "old" machine, she is well on the way to selling herself. The PAIN OF WHERE SHE IS NOW has been reinforced. And the salesman didn't pitch anything! He just asked one simple question. A question that uncovered the PAIN that brought her into the store.

Next, the salesman (who has two ears and one mouth which means he LISTENS twice as much as he talks) now simply re-plays what the lady told him...

"You mentioned that your clothes were coming out of your old machine with stains? [continue to reinforce the concept of her "old machine". Psychologically, you want to distance her from it and put it in the past.]

Once you've answered her questions, begin removing the natural fears, worries, and hesitations that come with making significant purchase decisions. Reduce the PAIN OF CHANGE. Make owning this new machine easy. In this case, that may be offering to remove her old machine. Or it may be offering to install the new machine. Or it may be 12 months no interest financing. Or it may be an extended warranty. Do whatever you can to lessen THE PAIN OF CHANGE (the pain of making a decision). Remove the hurdles. Ease her mind. Solve her problem. Make the sale.

Again, it's all about positioning yourself as the low risk, low hassle, easy solution. So many sales people pile on the features and benefits when all they really need to do is ask the customer "Where does it hurt?" Then show them how to ease the pain.

Why We Defend Our First Impressions

By Patrick Mahan

"If the first grape you eat is bitter, then you will not bother eating grapes again. If the first grape you eat is a sweet one, then you will be willing to eat a lot of bitter grapes in search of another sweet one."

You shouldn’t judge a book by its cover. But we all do.

Every day, we make snap judgments and form opinions of people within minutes of meeting them for the first time. And right or wrong, the first impression is usually the lasting impression.

Now here’s where it gets interesting... If your first impression of someone is favorable, then you create a positive filter for that person. And from that point forward, your future encounters with that person will be viewed through that positive filter (like looking through a clean “lens”).  

But what happens when that person behaves in a way that CONTRADICTS your positive first impression of them? You defend and rationalize their behavior, right? Have you ever found yourself doing that?

What’s interesting is that it’s NOT the person you are defending, but rather your OWN judgment of that person that you are defending.

For example, you meet someone and label him as a nice guy. Then, the following week, you witness Mr. Nice Guy being rude and hateful towards a waitress. Your tendency is to make the excuse that this “nice” guy must be having a really bad day.

But why would you rationalize his behavior?

Because his behavior is incongruent with your judgment. He is violating the positive filter that you created for him. In other words, he is “dirtying your lens”. And this makes you feel uneasy. So you want to clean the lens!

How do you clean the lens? By making up an excuse. An excuse that rationalizes his behavior and makes you feel better. Now you no longer feel like an incompetent judge of character. Problem solved, right? Not necessarily.

What happens if their bad behavior becomes persistent? You might have to admit that you were wrong about this person. After all, you can only make excuses for someone for so long. If you’re in a relationship with this person (whether it’s personal or business), then your unwillingness to abandon your first impression and form a NEW impression of this person could end up hurting you.

So don’t fall into the trap of rationalizing someone’s behavior if their bad behavior becomes persistent. Be willing to admit that your first impression might have been wrong and don’t let your ego get in the way. Keep an open mind and look for consistent patterns in their behavior over an extended period of time.

Key Take-aways:

1. Don’t let the power of first impressions cloud your judgment. Look for consistent patterns in a person’s behavior. And if their consistent behavior contradicts your initial impression, then change your impression.

2. Because first impressions are so powerful and lasting, make sure you are doing everything you can to create a positive first impression of yourself in the eyes of others. If you make a mistake or drop the ball, the person will be much more forgiving if their first impression of you was positive.
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“A warehouse of psychological research suggests that once people form a belief, they selectively seek, collect, and interpret new data in ways to verify their opinion. This distorting cognitive confirmation bias makes such personal convictions resistant to change, even in the face of contradicting evidence.” – Scientific American Mind, 2005, Volume 16, Number 2.
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It's Not What You Do, It's What You Do Differently That Counts

By Patrick Mahan

"In order to be irreplacable one must always be different." - Coco Chanel, fashion designer

What is it about Chanel that allows them to charge outrageous prices for their products? After all, when it comes to buying handbags, perfumes and jewelry, women have lots of choices. For about 20 bucks they could go to Wal-mart and buy a cheap purse that serves the exact same function as a $300 handbag from Chanel. But women want Chanel. And they're willing to pay the higher price. Why?

Because Chanel knows the secret.

The secret is designing more than a purse. It's about designing a unique, remarkable experience for your customers. An experience that goes beyond the product or service. An experience that creates a significant contrast between you and your competitors.

Why is this so important? 

Motivating from the Inside-Out

By Patrick Mahan

"If you want to build a ship, don't herd people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea."

This is a powerful quote from Antoine de Saint-Exupery, a writer, poet and aviator from France that lived in the early 1900's.

And it's one of the keys to motivating your employees, your kids or anyone else. It deals with the powerful distinction between INTRINSIC vs. EXTRINSIC motivation.

Intrinsic motivation refers to motivation that is driven by an interest or enjoyment in the task itself, and exists within the individual rather than relying on any external pressure. Intrinsic Motivation is based on taking pleasure in an activity rather than working towards an external reward (wikipedia).

For example, if you tell your kid to clean his room, you'll probably meet some resistance. But, if you suggest that he cleans his room so that he'll have more room to play with his new toys... then you've created an INTRINSIC drive to clean the room. Just like in the quote above, you're inspiring the people "to long for the endless immensity of the sea" rather than just assigning them tasks to build a ship.

How Can This Help Your Business?

Relieve Yourself from Cold Calling! There's a Better Way...

By Patrick Mahan 

Do you hate making cold calls?

Everyone does. And now more than ever, people are going to great lengths to avoid these types of interruptions. Caller ID. Call Block. The National "Do Not Call" Registry...

So if everyone knows people hate getting cold called, then why does this practice still exist? 

Consider this Golden Rule: "Sell unto others as you would have others sell unto you."

Do YOU like getting cold called? Think about that the next time you pick up the phone to make one.

Cold calls are by far the LOWEST percentage sales technique (compared to the highest, which is a REFERRAL from a satisfied customer).

So why are you still making cold calls? Wouldn't it be more worthwhile to nuture and cultivate deeper relationships with your CURRENT customers... so that they are more likely to give you a referral?

Slay Your Next Job Interview with One Killer Question!

By Patrick Mahan

Suppose you could take charge in your next interview by asking one, simple question that could dramatically increase your chances of landing the job?

A question powerful enough to not only take control of the interview, but also the mind of the interviewer!

The principles behind this question are derived from some of the hypnotic language patterns of NLP (Neuro-linguistic Programming). They include embedded commands, future pacing and elements of conversational hypnosis.

Next time you find yourself in a job interview, begin -- as always -- by establishing rapport.  This can be achieved using NLP techniques such as: mirror matching, pacing, leading, etc.

During this initial phase, the most important thing to remember about rapport is this... People like people who are like themselves. Similarity and commonality are strong psychological influencers.  So the more you can demonstrate that you are like (or similar) to the interviewer, the more he/she will like you back.

So you've established rapport and are nearing the end of the interview. Now here's the script, including the set-up, followed by the million-dollar question...

WHAT CUSTOMERS WANT: How to Use the Laws of Human Nature to Attract New Customers and Keep the Old Ones Happy

By Patrick Mahan

The basic formula for success in any business is simple…

1)       Attract new customers,

2)       Keep the old ones happy.

But what may sound simple in theory is not always easy in practice.  Why?  Because humans are illogical and irrational beings.  As a result, any attempt to persuade or influence them using logic and reason will generally yield poor results. 

So what’s the solution? 

 

In Advertising, Repetition is the Key and 27 is the Magic Number!

A group of researchers were asked,

“How many times must a prospect see a marketing message

to take them from a state of total apathy to purchase readiness?” 

Following a year-long study, the researchers concluded that a

marketing message must penetrate the mind of a prospect a total

of 9 times before that prospect becomes a customer. 

That’s the good news. 

The bad news is that for every 3 times you expose your prospect

to your marketing message, it gets missed or ignored 2 of those times. 

***** So you’ve got to put out the good word a total of 27 times in order to make those 9 impressions *****

Does that mean you could market your product 26 times and possibly get zero results? 

Yes.  So be patient and keep marketing.

-      From the book, Guerrilla Marketing Attack

A Bizarre Headline

By Patrick Mahan

Copywriters are masters at creating headlines that capture our attention.  Check this one out...

I saw this on the front page of Yahoo and clicked on it for three reasons:

1. I personally have trouble sleeping
2. The word "bizarre" was interesting
3. The phrase "one trick" makes it sound quick and easy

The job of the copywriter is to create headlines that pop off the page, hook the reader and reel them into the first paragraph of your ad. (The first paragraph then inherits the responsibility of inspiring the reader to finish the ad). 

How important is the headline? 

Subliminal Persuasion for Kids!

By Patrick Mahan

Last night, my wife and I went to GattiTown for dinner.

If you've never been to GattiTown, it is basically like a Chuck E. Cheese... a pizza buffet with a huge arcade attached. Well, after we demolished the buffet and stuffed ourselves sick with pizza, we made a quick stroll through the arcade.

There I witnessed an amazing display of subliminal persuasion that was devilishly brilliant!!!

Inspiring Yourself to Greater Health

Americans spend over $6 billion each year on health and fitness products. Yet, over 60% of the population is considered overweight!

So what's the deal?

You've tried every diet, read all the magazine articles, purchased all the work-out videos, but you're still overweight and out of shape! What's going on?

Well, maybe you're missing the key ingredient... Maybe you're missing the one thing that will get you off the couch, out of the house and into the gym. And what is that one thing?

It's inspiration.

If you don't have the drive, the motive or the inspiration to produce results, then you'll always be stuck in neutral—thinking, planning and wishing—but never taking action. Inspiration is that inner-calling that compels you to move out of your comfort zone and into an area where you can begin to create optimal results.

Bottom line... Inspiration is the electricity that powers your mind and body into action!

Without inspiration coursing through your blood, you're about as powerful as an unplugged lamp!

So how do you get inspired?

Read on...

1. AWARENESS:

The decision to get healthy requires a commitment to changing your lifestyle and your behaviors. And AWARENESS is always the first step.

90% of overcoming a problem is admitting you have one.

Get honest with yourself and examine your current lifestyle. If you don't like how you look or feel then do something about it! The good news is, there are countless tools, strategies and resources available to help. But you have to be aware of these two things:

1. You must WANT to change,
2. There are resources to help you do it.

If you want to get results, you've got to get started. They say,"Knowledge is Power" ... but knowledge by itself isn't enough. You know you should eat better and exercise more often, but simply knowing will not create the kind of lasting change you want and deserve.

In other words, knowledge without action is useless.

You can spend thousands of dollars and countless hours on exercise programs and diet plans—filling your head with all the latest knowledge—but unless you take immediate action, you're just wasting time and money.

Stop spinning your wheels. Set a goal for yourself and take some sort of action today. Remember, the first step is the most important one. Just get out of the house and start moving. You can begin by simply walking around the block! It doesn't have to be something drastic right now, the key is simply to begin. Realize there is great power in momentum. Once you get the ball rolling, good things can and will happen.

2. EXAMINE YOUR LIFESTYLE

Stop for a moment and examine your life as it is right now.

What direction is your present lifestyle taking you? Is that where you want to go? If you follow along this same path, what will you be like 10 years from now? Will you be happy, healthy, and energetic?

If not, then stop now and adjust your course today.

Just imagine carrying this excess weight around for the next 10-20 years. Can you imagine the painful effect that will have on your body, organs, and emotions?

Consider this ... if you are 40 pounds overweight, that is equivalent to carrying two 20-pound dumbells around with you ALL DAY, EVERYWHERE you go. Can you imagine that? Well, essentially that's what you're doing! No wonder your back, knees and joints hurt!

Now imagine doing that for the next 20 years! I know it's a pretty frightening picture of the future, but hopefully the image will inspire you to start taking better care of your body. If you don't, it will eventually break down. And unlike your car, you can't trade your body in for a new one.

3. MAKE A CHANGE

In the story of A Christmas Carol, Ebenezer Scrooge is visited by three ghosts. These spirits take Scrooge on a tour of his life: past, present, and future. At the end of this journey through time, Scrooge realizes that unless he changes his ways, the future will be very grim. The spirits must have had some background in psychology because their method proved very effective! In one night they completely re-conditioned a man's behavior and lifestyle.

Of course this story is a work of fiction, but you can actually learn a valuable lesson from it to make quick and lasting changes in your own behavior.

If you continue to live an unhealthy and sedentary lifestyle, what will your life be like 15 years from now? Are you on the path to heart disease, diabetes, or even worse?

My intention is not to scare you, but unless you get leverage on yourself, you won't have the necessary drive to make a change. In other words, if your present behaviors are not supporting you, then figure out a way to generate new behaviors and thus new results.

How?

4. PROGRAMMING YOUR MIND FOR SUCCESS

Begin by linking up massive amounts of pain to your current behavior, just like the spirits did with Scrooge. For example, if you want to stop overeating, train your mind to associate pain and discomfort to that negative behavior. Your mind has a natural tendency to move away from pain and toward pleasure. This is a basic principle in human behavior. So if you truly believe that overeating will cause pain, then you'll stop overeating. But the belief must be strong and real.

How do you convince yourself? Start by making pictures in your mind. Your imagination is your most powerful tool.

Are you happy with the way you look when you get out of the shower? Does the image cause a little bit of pain or maybe some discomfort? If so, make that pain more intense. Tell yourself, "I've had enough and I'm not going to take it anymore!" This will inspire your brain to start moving in a new direction.

Now, picture your ideal self. Imagine how you will look and feel after dedicating yourself to a fitness and nutrition program. Go ahead, imagine right now looking in the mirror at your new strong, lean, and powerful body. How does it make you feel?

That picture probably feels a lot better than the first one, doesn't it?

Now, hold that image in your mind. Make the picture big and bright and full of detail and emotion. Once you replace the old picture of yourself with the new, empowering picture, then your mind will begin supporting you. It will begin moving toward your new ideal self, helping make it a reality!

The brain has amazing powers, but you have to take control of it. Start running your brain instead of letting your brain run you. It will do whatever you tell it to do. Just make sure your mental pictures and self-talk are supporting you in achieving your goals. As Ralph Waldo Emerson said...

"We become whatever we think about."

Why are you overweight and out of shape?

Simply put, weight gain is caused by ingesting more calories than you burn. When the imports outweigh the exports you're obviously "overstocking" your body. As a result, you gain weight. That's a simple answer regarding the physical aspects, but the purpose of this post is to examine the mental aspects. You see, right now your brain believes that eating foods that are fried, high in fat, and high in sugar will bring you pleasure.

Do you agree? Isn't it fun and pleasurable to eat a big piece of chocolate cake or maybe some fried chicken? Of course it is. And your brain wants to move towards foods and behaviors that make you feel good.

After all, the ultimate desire in life is the desire to feel good. But what you need to do is re-program your brain to see these foods as they really are... unhealthy. They're pushing you further and further away from your goal of achieving optimal health. They may bring you short-term pleasure, but our goal is to develop habits that will support long-term health. And as long as you place more emphasis on short-term pleasure than long-term health, you will continue to be overweight.

Now, I'm not saying that you can never eat a piece of cake, but learn to do it in moderation. Learn to read nutrition labels. Be aware of what you're putting into your body. And train your brain to believe that unhealthy foods will ultimately cause pain and discomfort down the road.

Remember... obesity, heart disease, diabetes... these are just some of the painful effects of unhealthy eating habits.

Bottom line... associate pleasure to good health and pain to sugary, high-fat foods. Constantly tell your brain that the emotion of eating food will NEVER overpower the emotion of looking and feeling great. If you adopt that mentality and truly believe it, then you'll be well on your way to achieving the results you want and the life you deserve!

What about you? Is there a bad habit you have overcome? How did you do it?

Pavlov's Dogs, Fish Tacos and Free T-shirts

Remember Ivan Pavlov ... The Russian scientist that rang a bell and made dogs salivate?

It was an amazing discovery and one that has had far-reaching effects with applications that even Pavlov couldn't have expected.

Over the years, Marketers and Advertisers especially have latched onto this concept of "Pavlovian Conditioning"and used it to influence and persuade consumers.

Still to this day, nearly 75 years after his death, the phrase "Pavlov's dog" is used to describe someone who reacts instinctively to a situation rather than logically.

Well ... today I witnessed this psychological phenomenon first-hand! At Long John Silver's.