I've been a marketing director for nearly ten years. I know quite a bit. My promotions pulled results; bosses and clients loved me. But I was not awa… - Dan S. Kennedy

Exhibit #2 ________ Director of Marketing Dear ________: Special, highly effective TV exposure at half the ordinary cost, even a smaller fraction of the ordinary cost — even free! Yes, it is possible. Our annual ARTHRITIS FOUNDATION TELETHON has moved to CHANNEL 10 (Phoenix' CBS affiliate), and we are offering an expanded, more flexible, more creative range of Sponsor Opportunities to businesses of all sizes in the valley. Many corporate sponsors last year actually participated spending little or no money — the funds were raised through fundraising events or promotions involving their employees or customers. For example, one major corporation used several Employee Promotions, and raised over $50,000.00. A small company used a Bowl-A-Thon with their employees, employees' family members, and friends, and raised $5,000.00. Both received excellent exposure on the Telethon. AND THIS YEAR, THE OPPORTUNITIES ARE EVEN GREATER.

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.

We want you to stop selling products and services. Instead, get into the business of selling Trust.