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Endorsements are an immediate way to make your selling process as much as five times more effective than it would be if you didn't use them. By having a respected person--or organization--endorse your product or service, you can add tremendous force and credibility to your sales message.

Believe me, I am living, breathing proof of what I have just said. I have benefited enormously from endorsements, and many of my clients have enjoyed the same kinds of gains in sales revenue and profitability by using endorsements.

I have gotten celebrities, associations, heads of prominent corporations, and star athletes to endorse my clients. For example, a number of clients in the furniture business, and one in particular, with leather furniture showrooms in 50 different cities. Coincidentally-- because they happen to have an absolutely great product line and some really inspired designs--they've sold 200,000 people leather sofas and chairs. Among those 200,000 people are approximately 300 prominent celebrities and athletes and public figures of high prominence and respect who, on their own, and without any inducement whatsoever, selected my client's furniture for their own.

I got my client to identify these people and approach them to appear sitting on their own furniture in their own homes and offices in a composite picture demonstrating that on their own they chose my client because it was the best design, the most comfortable, the highest quality and the best value. Only after they already owned it and been a customer were they asked to endorse my client, and they were only too happy to do so!

But let's see how we can make endorsements pay off for you, because my success (and even the success of my private consulting clients) is not what we're all about here. What we're all about is YOU--your business, your sales, your future growth and YOUR happiness.

This is what I want you to do just as soon as you finish reading this:

* Write down the names of individuals, or groups, that command respect
and influence among people in your core market. The individuals don't
have to be celebrities, but they must be immediately recognizable--
and they must be perceived as having integrity.

* Then, approach the individuals/groups directly, or through their
intermediaries, and ask them to endorse your product or service. If
they want to be paid, offer them a fee, a share of gross or net
sales--or so much per order placed or lead generated. The fact that
they accept compensation won't compromise the integrity or credi-
bility of what they say. (They may even ask that their payment go
directly to a charity.)


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