Hey Bozo, Forget Logic and Kiss This!

Richard Vegas ©2002

I want to relate to you a story, READ it carefully; for in it
lay the hidden secrets of the great mystery of the super successful.

There was once a bridge which spanned a large river.
During most of the day the bridge sat with its length
running up and down the river paralleled with the
banks, allowing the ships to pass through freely on both
sides of the bridge.

But at certain times each day, a train would come along and
the bridge would be turned sideways across the river,
allowing a train to cross it.

A switchman sat in a small shack on one side of the river
where he operated the controls to turn the bridge and lock
it into place as the train crossed.

One evening as the switchman was waiting for the last train
of the day to come, he looked off into the distance through
the dimming twilight and caught sight of the train lights.

He stepped to the controls and waited until the train was
with-in a certain distance when he was to turn the bridge.
He turned the bridge into position, but, to his horror, he
found the locking control did not work.

If the bridge was not securely in position it would wobble
back and forth at the ends with the weight of the train upon
it, causing the train to jump the tracks and go crashing into
the river.

He knew this would be a passenger train with many people
on it. He left the bridge in position across the river, and
hurried across the bridge, to the other side of the river,
where there was a lever he could hold to operate the lock
manually.

He knew he would have to hold the lever back firmly as the
train crossed. He could hear the rumble of the train now,
and he took hold of the lever and leaned backward to apply
his weight to it, locking the bridge.

He kept applying the pressure to keep the mechanism
locked. Many lives depended on this man's strength.

Then, coming across the bridge from the direction of his
control shack, he heard a sound that made his blood run
cold. "Daddy, where are you?" His four-year old son was
crossing the bridge to look for him.

His first impulse was to cry out to the child, "Run!
Run!" But the train was too close; his tiny legs would never
make it across the bridge in time.

The man almost left his lever to run and snatch up his son
and carry him to safety, But, he realized that he could not
get back to the lever.

Either the people on the train or his little son must die. He
took a moment to make his decision.

The train sped safely and swiftly on its way, and no one
aboard was even aware of the tiny broken body thrown
mercilessly into the river by the onrushing train.

Nor, were they aware of the pitiful figure of a sobbing
man, still clinging tightly to the locking lever long after the
train had passed.

They did not see him walking home more slowly than he
had ever walked; to tell his wife how their son had brutally
died.

Now,….if you followed this story and allowed yourself to
visualize and feel what actually happened, then you can
comprehend that emotions are the triggers that cause us
human beings to do everything we do.

If you didn't, read it again slowly and follow the story until
you comprehend what went through this man's heart.
Obviously, the story is fictional, but that is not the point.
Emotions are.

Emotions sell, not logic. Logically, what should this man
have done? There is no logic to answer that. You, must
reach into your prospect's heart and forget trying to sell
your products or services by convincing their head.

As a customer, I will not buy your product if you are trying
to pressure me with hype and logic. But, I'll pay way too
much for your product if you make me fall in love with it.

Emotions Sizzle! Use them..Your secret to the hidden riches.

Richard Vegas ©2002