The Product Is You!
Position Yourself for Success as an Advisor
by
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The glass wall
One day a crack developed in the glass wall that partitioned the aquarium downtown. On one side of the glass wall lived several species of predatory sharks and on the other lived many types of fish, from squid, and tuna, to some unusual tropical species. But no matter how different they looked, all those fish had one thing in common: They would be defenseless in a shark attack.
When the crack was discovered, no one was sure what to do. The senior marine biologist, who had been at the aquarium for many years, said he had seen this happen before in other places where he had worked, and he had the solution.
He recommended that the fish and the sharks be moved to separate holding tanks where the water temperature was kept at the exact temperature as the main tank to make sure all the fish survived.
Once the fish had been removed from the damaged aquarium, he said, all the water should be drained from the tank and the cracked glass replaced with a new piece. Once the repairs were made, the sharks could be returned to one side of the new glass wall and the fish could be safely returned to the other. Yes, the procedure would be expensive, he said, but it would work.
Everyone quickly nodded their heads in agreement, except for one young marine biologist.
“I believe you can replace the glass wall without removing the sharks or the other fish,” he said.
The young biologist was immediately met with looks of derision and ridicule. One member of the group said, “Do you know that a shark can smell a single drop of blood up to a mile away and detect the vibrations of another fish up to half a mile away? If you remove that glass partition, there will be a bloodbath.”
The young marine biologist respectfully disagreed and convinced the others to agree to replace the glass partition without removing the sharks or the fish.
The rest of the group held their collective breath as a mini crane was brought in. Suction cups were attached to the cracked wall, and the crane slowly raised the cracked piece of glass out of the tank.
As the wall ascended, the sharks turned towards the glass wall with fins down in attack mode. Several of those present cringed as the sharks approached the center of the tank.
But at the very last moment, the sharks turned away.
Why did the sharks, utterly fearless creatures, fail to attack? Because they had been conditioned to believe that they couldn’t go past the middle of the tank without slamming into the wall.
It takes the average shark just three times of crashing nose first into the glass to condition its nervous system to know its limitations. And once conditioned, it doesn’t try again.
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About the Book
The Product Is You: Positioning Yourself for Success as an Advisor
This book is designed to help you figure out how you can use your biggest resource – YOU – more effectively. Each chapter is packed with a specific strategy and tactics that show you both the Why and the How of personal marketing. The Product Is You demystifies the process of differentiating yourself in the market place. You will learn about a turnkey process known as C.A.L.M. that will help you to Create a compelling message, Articulate that message effectively, Locate your target market, and Motivate them to take action. This book is packed with real life examples and stories that make each strategy easy to understand and apply.
Learn how to attract your target market clients with the following strategies:
- The Mental Thermostat: Expanding your comfort zone to reset your mental thermostat
- The Product Is You: Positioning YOU for Success with a personal biography
- The Elevator Speech: Articulating your essence in thirty seconds or less
- Fishing Where the Fish Are: Locating your target market
- Your Personal IPO: Creating a compelling Initial Prospect Offering Kit
- The Referral Stream: Making the referral process more productive and enjoyable
- Your Marching Orders: Taking stock and applying what you have learned
About the Author
Mark Magnacca, is the president of Insight Development Group. He is a nationally recognized speaker, creative marketing specialist, and sales coach whose mission is to help his clients boost their performance to a higher level of achievement.
His turnkey process known as C.A.L.M. helps his clients to Create a compelling message, Articulate that message effectively, Locate their target market, and Motivate them to take action.
While building his own financial advisory firm, he was responsible for creating and implementing innovative business building strategies. These strategies have become the foundation for The Product Is You.
Mark has presented his training programs for many leading financial firms, which include Merrill Lynch, Smith Barney, Fidelity and MetLife.
Mark’s programs have been featured in both print and television media including The New York Times, The Wall Street Journal, Registered Rep, Financial Planning and CNN’s Money Line.