One of the most profitable lessons I ever done learned was from the great Paul Hartunian (the New Jersey publicity guru who used the media to literally sell the Brooklyn Bridge for $14.95…) about the power of claiming a title.
I cannot even begin to do it justice how profitable this is here.
But, I will say this:
When it comes down to two or more people battling it out for positioning, the one who’s often perceived as “best” is the often the one who claims the title.
The only caveat is, it has to be based in truth.
Example:
For the Golf business we’ll be launching soon, I fried up the title: “Most Connected Man In Golf” for Marty McDonald (the founder, brainchild and “face” of the company) — because he’s super connected in the industry, and definitely far more connected than most — even though there’s probably some Executive Assistant to a Tour Player who literally does know everyone in the game.
But, Marty has claimed the title.
The result?
Will be more influence, access, customers, sales generated, businesses wanting to JV with us, better deals, more relationships with golf courses and destinations, and the list goes on.
Anyway, the point of all this drivel?
If you haven’t claimed a title, what are you waiting for?
You can literally grant yourself more influence via giving yourself a title in 3-seconds if you want.
And, let’s face it — that title ain’t gonna name itself, Chuckles.
Now, for the plot twist:
In the March “Email Players” issue (on page 6) I show you an example of how one of the most powerful people in the world uses a title (in a completely opposite way than I just showed you) that can not only help you get more sales, but also polarize people into either loving you or hating you (which is, mush cookies who always want to be “liked” notwithstanding, the ideal situation — polarization = influence).
It’s a very short part of the issue.
And, a lot of people don’t have the stones to apply it.
But, the few who do, make out like bandits.
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Ben Settle
