Always enter the conversation already occurring in the customer's mind. - Dan S. Kennedy

The higher the income, the more the person paid for who they are, rather than what they do.

Instead of trying to break par, a result we cannot control, we concentrate on putting a good swing on the ball, an action we can control. The distinction is crystal clear, surely, but it never ceases to amaze me that the same folks in my workshops who nod their heads in agreement with the golf analogy turn right around and announce that their goal in this negotiation is to sign the deal and collect the money. So I ask you again: Is this signing and collecting something you can actually control? What you can control is behavior and activity, what you cannot control is the result of this behavior and activity. “Think behavior, forget result.

Remember that photographs outperform drawings and illustrations.