Marketing Ideas From Readers Digest

It just so happens that I was thumbing through Readers Digest the other day, and a couple ideas came to light. First, there was a two-line quote attributed to Fran Lebowitz, the writer and humorist. I think it serves as a good reminder to all of us when it comes to holding a conversation -- business or otherwise. "The opposite of talking isn't listening. The opposite of talking is waiting." This can be interpreted in several ways, and with Ms. Lebowitz's cutting wit, her point may be that we don't listen when others are talking. We simply are waiting to have our turn to speak.

This brings to mind a tip I read a while back. Count to three after the other person stops speaking. This conditions us not to jump in as soon as the person finishes a sentence, making it seem that we can't wait for our turn to chime in. Counting to three may seem to create a rather awkward silence. But then again, if three seconds seems like a long time to hold your thought ....

The second idea reinforces my belief that we can effectively hold only one place in our prospects' minds. It is nearly impossible to be recognized as an expert in two or more areas at the same time. A great example of this was exemplified in a photo that was originally in "Signspotting 2: More Absurd & Amusing Signs from Around the World."

The photo was definitely in the absurd category. It showed a sign that reads "Aves Taxidermy & Cheese." It also boasted that Aves is Wisconsin's finest for both taxidermy and cheese. Do you believe this claim? Is this where you would want to buy cheese?

Most of us wouldn't think of promoting something so ... well ... absurd. But we often confuse our prospects in a similar way without realizing it, believing that they are as in tune with our services as we are. To attract the right clients and be most profitable, my suggestion is to be the recognized expert in one category, even if you are knowledgeable in others as well.