Key To Success

What do you do when you come across a key to success in a book you're reading? You ponder over it. Since I read many books and come across many keys, I thought it would be fun to share the ideas that arise as I contemplate a key to success. Reading is not just about absorbing information, it's also about contemplating, allowing the ideas to blossom within, and nurturing a seed tossed in the rich soil of the inner garden.

Location: Denver, Colorado, United States

I got my Master's degree in psychotherapy more than a decade ago. Since then I've studied the human condition with fascination. Over the years, I've learned a singular lesson: your life does not work when you oppose your soul nature. If you want a magical life, you have to drop your inauthentic transactions with the world. You discover your own power when you spend time alone to figure out what you really love to do.

Sunday, June 25, 2006

The Business Of Words

A woman walks into a sweet-smelling shop, the product display is exquisite, the perfumes and oils and soaps bright and enticing.

She is approached by a young man. His face is bright, enthusiastic, well-scrubbed. His hair is clean and fragrant, his nails trimmed, his suit pressed, and his shoes polished. Then he opens his mouth and uses words with the sophistication of a back-alley brawler.

The magic is lost. After a few flustered words, a few patent excuses, the woman leaves.

The cash register remains untouched, and the proceeds for the day the same. Hour after hour this tragedy continues.

What tragedy befell this merchant?

Meanwhile, she, still in need of cosmetics and toiletries visits another store in the mall. There the pace is hectic, the display mauled over, and the salesman, despite careful grooming in the morning, now appears disheveled by too much work.

She approaches with hesitation, and her impatience and resistance, too, are stronger.

Seeing her approach, the salesman speaks.

She smiles for the first time that day, the pinched look on her face disappears, the pursed lines around the mouth soften.

Eloquent words flow from his lips, words of courtesy, interest, and charm.

He shows her one product after another, describing the benefits and the magnetism of each in turn.

Soon she is moving swiftly, from one choice piece of soap to another bottle of exquisite scents. She piles up her arms then asks him to assist her to carry more. Together they carry the boxes to the counter. The cash register rings yet again, the drawer is almost overflowing with ill-pressed bills, and the salesman barely has enough time to close it and catch his breath when she has been replaced by yet another eager customer.

Why the good fortune of this merchant?

Business. It is simple. It is the words you use.

Business. It is complex. It is the words you use.

Words create reactions, people buy or refrain from buying because of them.

A product is manufactured. A service is created. A structure is built around them. A strategy is designed to deliver them to the public with the most appeal. Yet without words, no perception is created.

The beautiful product image is not interpreted. The stirring value of it’s content is not appreciated. The elaborate service model is not permitted full execution.

Without words, it is only so much dust. Another product that sits on the shelf, another enterprise that is unvisited, another service that is not sought.

But add words, the right words, and it is as if the dust is now fairy dust. Everything now has a certain magic, a mysterious appeal, an allure that cannot be denied. Even yesterday’s outdated product is perceived with a nostalgic touch and considered a vintage find. The eager hand of the customer reaches for it. Money is exchanged. The cash register rings. The merchant is happy, his face uplifted in a smile, a vision of prosperity glazing his eyes.

What do words do?

They lift up perception.

A product is just another product. Until words are added to it. Then it takes on luster and power and comes into a life of its own.

Heed your words, your spoken words, your written words.

It’s not enough to throw a pitch, to make a broad appeal for interest, to say any foolish thing that comes to mind in a clumsy grope for rapport.

Something else is necessary, the right words; and behind the words, a service philosophy, a genuine desire to be of help.

Business is about words. The right words. The expressive words. The words that lure, dazzle, entangle.

Each person is in a world of their own, a trance of mixed variety, and your product is just another product, until you add the right words to it; then it flies off the shelf, and behind your customer is another, waiting eagerly in line to satisfy the perception that the words she overheard you speak aroused in her.

Business is simple if you use the right words. It’s complex if you use the wrong ones.

Train your sales people with the right words and magic happens.

The rest of the story, the quality, the display, the structure around which the business is molded pale in comparison to the words used to describe the merchandise.

Business is about words.

Whatever the business, regardless of the magnificence of its shape, size, and reach; regardless of its originality, brilliance, and design; deny it the power of words, and like a magnificent ocean liner striking a reef, it will sink like a rock.
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Saleem Rana is a psychotherapist in Denver, Colorado. If you're up to the challenge and want to create the kind of freedom and lifestyle you truly deserve - starting now - then get his free book from


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