Aug/097
three-sixty-self
People are self-centered more than not.
Everyone’s favorite subject is themselves; whether they admit it or not.
And as such, each and every person is in the “sales” business.
Those who are truly successful at marketing, promoting, and persuading [anything] understand one key distinction:
!! Whatever you do or produce has to make people feel something about themselves to get them to respond.
Be it hope or fear, it’s the feelings tied to their emotions that people actually “buy” (literally or figuratively).
Your offering must move them emotionally first, before it will move them behaviorally.
Your offering must communicate something that is about them and for them.
If it’s about you or someone else, they’ll care less.
They’ll get bored and move on.
If they believe it’s about them, they’ll stay tuned in and interested.
Most people are most interested in that which relates to them and theirs.
To fill their needs by increasing their pleasure and by reducing their pain.
To discover ways to better their lives by enhancing what’s already good and/or by improving what’s not-so-good.
All of life’s pursuits, passions, and problems involve people endlessly searching for ways to fill these needs.
So you “make it” by filling a need by making it feel like it’s about them.
Make someone feel and you’ve now made a fan.
To do this, you must…
!! Present the universal that’s perceived as personal.
Then they will pay attention.
Then they will respond.
Which is what you want.
Which is also what you need.
Because this isn’t about them.
It’s actually about you.
It’s for you.
- To use
- to do
- what you need to do
- to feel the way
- you want to feel
- about you.
It’s a win-win.
And so the cycle begins again…
©2009 Tom Leu
Jul/090
Ratt Poison
It’s not about how good you are; it’s about how good of a communicator you are.
Example:
Many remember the 80’s rock bands Poison and Ratt. Like most of this era’s glam-metal groups, these two bands are often better known for their hair styles and lifestyles, rather than their music. Love them, hate them, or just plain don’t care, these two groups have sold millions of records throughout their careers and provide an excellent illustration of my opening 
statement.
The facts:
Ratt has sold about 16 million records worldwide since their debut release in 1983. Poison has sold about 26 million records since their debut in 1986. By 1987, Ratt were headlining arenas with newcomers, Poison, opening shows on their U.S. tour. Fast forward over twenty years later, Ratt now opens for Poison on their popular annual summer tours.
The question:
While both bands have been successful, how does the critically-maligned band Poison, significantly eclipse Ratt in total albums sold and enduring popularity over twenty-odd years into their careers? Though comprised of more talented individual musicians and having arguably better songs, Ratt has not achieved the intoxicating levels of allure and enduring fascination that Poison, and only a rare few artists from this era (Motley Crue, Bon Jovi, etc.) have achieved. Why?
The answer:
PIC: Persuasion, Influence, and Communication that’s comprised of: 1) better marketing, 2) stronger entertainment value, and 3) more likeability. Very simply, Poison and their people have done a much better job than Ratt of communicating their product (the music and themselves) to their audience (both old and new) ongoing. Let’s take a look:
1) Better marketing. The Poison brand has always been better known, farther reaching, and consistently more lucrative than most of their contemporaries. Elements of this marketing have included the premeditated controversy that surrounded their early androgynous image. Their hype-saturated live events. And even the incessant bashing from music critics while fans by the millions bought everything they’ve released. I’ve heard it said that the only bad press is no press at all. Poison gets press.
2) Stronger entertainment value. Poison has always been a spectacle. Whether you loved them or hated them, you couldn’t (and still can’t) completely ignore them. From their over-the-top concert events, to their highly publicized personal battles, to their outrageous rock-n-roll personas, these guys know how to keep people interested. This entertainment value continues today with the band members’ exposure as stars of reality TV shows, and their appearances in the media and movies. Lead singer Bret Michaels is a bigger star today than he was back in the day. Poison is entertaining.
3) More likeability. Poison is just more fun to watch, to read about, and to go see perform. They have that “star quality” that the Ratt’s of the world just do not possess. They appear more approachable, interesting, and friendly. This powerful perception, whether manufactured or not, continues to sell records, concert tickets, and T-shirts. People like Poison.
The lesson:
The “ratt poison” to avoid here is the limiting belief that if you’re good at what you do, then that is good enough.
It’s not.
Never was.
Never will be…
You have to go beyond being good. Greatness comes from combining your great talent with even greater mastery of your overall persuasive communication presentation. This requires being a smarter, more consistent marketer; being “entertaining” in your field; and being likeable. Do these things and you will be exponentially more successful at whatever you do.
Pay attention. This isn’t just about music.
Precision persuasion involves giving others what they want, not necessarily what you want to give - without sacrificing who you really are in the process. This is necessary for success in whatever personal or professional endeavor you are involved in today, or may undertake in the future.
Poison is persuasive. Poison are great communicators. And Poison has clearly paid attention and cashed in while the critics are left shaking their heads. And round and round it goes…
©2009 Tom Leu
Jul/090
a little, a lot
One of the first things I teach my new students is the “a little, a lot” rule.
I suggest reading their college textbooks a little, a lot. Read small amounts frequently. The reasoning is simple: to stay focused, to remain productive, and to retain more.
I believe this philosophy also applies to the larger palette of life.
Here are 5 favorite ”a little, a lot” suggestions to be the most persuasive, productive, and principle-centered person you can be:
1) Note a little, notice a lot. Awareness that “sees” the big picture as well as the small details prevails.
2) Demand a little, deliver a lot. Quietly and consistently kicking butt produces short-term gains and achieves long-term goals.
3) Learn a little, about a lot. Those knowing a little about a lot know how to harness and lead those who know a lot about a little.
4) Mold a little, model a lot. Less force=more effect. Show how instead of shoving it down.
5) Speak a little, say a lot. Use a minority of words to produce a majority of meaning.
Employ a little, benefit a lot.
©2009 Tom Leu
Jul/090
Criss Angel Persuasion
Why is illusionist Criss Angel so successful? Why do you know his name? It’s not because he does neat magic tricks.
The answer: Persuasion.
Criss Angel is a master persuader.
- He persuaded many others to believe in him and his vision.
- He persuaded his family and friends to not only support, but to finance his vision in the early days.
- He persuaded television executives to produce and air his show that made him famous.
- He persuaded everyone to pay attention. And ultimately, getting attention comes from being persuasive.
- And he’s persuading you to read this article right now…
All successful people are master persuaders. Very simply, Criss Angel knows how to get what he wants from other people by giving them what they want. He gets what he wants by making other people feel the way they want to feel.
Did you get that?
Give other people the universal feelings they want (feelings of hope, happiness, & inspiration for example); get them to emotionally respond to you, and you can now write your own ticket and do whatever you want to do. The most successful entertainers, politicians, and religions understand this. As long as your motives are good; everybody wins.
Criss admits he’s not the best magician or musician there ever was, but he has an internal drive that made his success inevitable. This dedication to persuasion makes the difference. And since success and persuasion are interrelated, it’s important to recognize some key elements that need to be present.
1. Be different. If the product isn’t new, the delivery method has to be. You don’t have to reinvent the wheel but you need to offer a new kind of wheel perhaps. What’s your point of difference? What makes you unique? Don’t just be another magician; be a different kind of magician who delivers magic differently. Do this in a big way.
2. Be big. Be hard to ignore. Create a buzz by your difference. Make it impossible for people to not know of you. It takes balls to be big. People don’t pay attention until they have to. People don’t give their attention to that which doesn’t get their attention in the first place. You have to be out there and be taking calculated risks to blaze trails.
3. Be willing to fail. Risk taking and risk talking are not the same thing. I’ve heard it said: “If you don’t try, you’ve already failed.” Don’t just talk about it; take action. Don’t fear the failing. Fear the procrastinating. Try new approaches when old ones falter. Don’t fear the detractors. Fear having NO detractors. True fans will find you.
4. Be a people person. Study the science of persuasion and the art of influence. Since you’re reading this now, you already know there’s tons of great stuff out there. (Kevin Hogan and AJ Kumar are two of my personal favorites). Learn. Pay attention to people the way most people don’t. Notice the unnoticeable. Tune in and fine tune how you interact with others. Give people what they want and they will reciprocate.
Criss Angel: love him, hate him, or don’t care about him; you know of him. That’s the point. And the Persuasion is the difference.
©2009 Tom Leu
Jun/090
8 Traits of Killer Communicators
Neuro-linguistic programming or NLP is a therapy system pioneered in the 1970’s by Richard Bandler and John Grinder. NLP teaches people to become more self-aware and to become 
better communicators while simultaneously changing their patterns of mental and emotional behavior. In other words: begin to think different; begin to act different.
After studying several prominent and successful psychotherapists, Bandler and Grinder concluded that the most successful communicators IN ANY INDUSTRY shared a few common traits. Here’s a quick summary of their findings along with some of my own thoughts… in no particular order of importance.
Great communicators are:
1. Purposeful. They know what they want and are proactive rather than reactive.
2. Flexible. They are open to change, and enjoy trying new ways of doing things, and can adjust on-the-fly.
3. Intuitive. They read and are extremely responsive to the nonverbal communication and body language of others.
4. Visionary. They are consistently looking at and evaluating the bigger picture.
5. Optimistic. They embrace difficult or challenging situations as learning opportunities rather than problems.
6. Compassionate. They genuinely care for others and look for the good in people and circumstances.
7. Talented. They are genuinely gifted and really good at what they do.
8. Determined. They are internally driven and refuse to give up.
Killer communicators know the precise outcome they want to achieve, are able to come up with different approaches to getting it, and are flexible all along the way. They are aware of their strengths AND opportunity areas, yet occasionally kick and scream just like everyone else sometimes.
©2009 Tom Leu
Mar/090
foot-in-mouth
I’ve heard it said “it’s not what you say; it’s how you say it.”
I disagree. Focusing only on the “how” you say things leaves out other very important components to successful communication.
I believe it’s WHAT you say, and HOW you say it, and WHEN/WHERE you say it, and IF you say it (at all).
To be most effective, good communicators consider ALL of the following elements:
WHAT = the content. the real, specific message. the heart of the matter.
HOW = the delivery. the word choice. the verbal and non-verbal nuances.
WHEN/WHERE = the timing & the location. often interdependent.
IF = the big picture value of saying something or not. the consideration of the consequences.
Keeping the what, how, when/where, and if you communicate ever-present in your mind, especially when you’re in emotionally-charged situations, you will avoid the dreaded “foot-in-mouth syndrome” more often than not.
©2009 Tom Leu
Oct/081
storytelling 101
I loved this presentation… for its message AND its energy! I got it from a very cool site called Slideshare.net. And since we are all in the “presentation” business both personally and professionally at times, it’s worth the 3½ minute-watch.
Like I preach incessantly in my classrooms…
Communication is King!
Get great at it, in all ways, always.
©2008 Tom Leu
Oct/080
silent listening
Do you realize that the words SILENT and LISTEN are spelled with the exact same letters? I didn’t until it was pointed out to me… so what?
Clean the ego out of the ears.
True listening cannot exist without the listener being silent… not only verbally silent, but mentally silent. Not speaking is much easier than turning the mind off momentarily and really paying attention to someone else. Real listening does not include planning what you are going to say next. Easier said than done.
Authentic listening is active and requires effort, empathy, focus and concentration toward another. To truly hear someone, we have to be able to be still and really listen to them. We need to lean into what they are saying and attempt to understand what they are really trying to tell us (not what we want to hear). This takes practice but the rewards are huge.
Are you hearing me?
©2008 Tom Leu
Sep/080
“communichology”
Everyone is in sales. Whether you’re selling a product, a service, or yourself as a product or a service - we’re all in the sales business – selling something to somebody somewhere. It goes in order like this:
Communication → Influence → Persuasion → Sales
1) It starts with effective communication that’s compelling and influential. 2) The art of influence then turns into 3) the science of persuasion that moves people to do what you want them to do. 4) “Sales” happens.
Kevin Hogan, a leader in the fields of influence and persuasion, reports the following:
Frederick Douglass said, “If I can persuade, I can move the universe.”
What is persuasion? Persuasion is the purpose and intention of communication.
You tell your girlfriend or your wife (or whoever), “My you look hot.”
Why? You have an intention…
Everyone communicates with intentions (desiring a certain outcome). But not all communicate particularly well verbally, nonverbally, or written – to bring their intentions to fruition.
Communication must be influential and persuasive to be great.
Can you be influential and not persuasive? Yes. Can you be persuasive and not influential? No. To persuade, by definition, is exerting influence – to move one in a direction; into action.
Little communication is truly influential → (having the potential power to convince or induce belief) – Influence is an art that has many forms, styles, and methods of delivery. Influence is the “what” of communication.
Influential communication has to build into persuasion → (cogent communication intended to move one to action) – Persuasion is a science with proven techniques and strategies. Persuasion is the “how” of influence.
Not all persuasive people can actually sell or close a deal. Sales resides at the intersection of psychology and communication… Sales is the “product” of persuasive influence.
“Communichology™” = The artistic and scientific priniciples of influential communication and persuasion psychology that direct and shape human behavior.
New book forthcoming… check this blog for more excerpts.
©2008 Tom Leu
TOMLEU.COM | TOMLEU.TV
Tom Leu is a writer, speaker, and teacher with degrees in Psychology & Sociology. Tom's RockStar Way™ brand uncovers extraordinary "images" within music, marketing & motivation.
Paragon Productions, Inc. "RockStar Marketing & Multi-Media Brand Enhancement"
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