Today I received a long letter from a man who created a new self-defense system. He claims he can defeat anyone in under 3 minutes.



He wants me to promote him and his method. He went on to say he'd be happy to meet with me to prove his skills.

What did he have in mind?

He wants to beat me up.

I'm serious.

"If I can defeat you within 3 minutes," he said in his letter, "then you promise to promote me and my products. Deal?"

He went on to give me the contact information for his agent so I could set up the match.

It might have made an interesting webcast. I can just see the headline:

"51-year-old formerly obese Internet Marketing Expert meets 30-year-old Superman-fit Martial Arts Expert in Quick-Kill Match. Register now."

Gee, I wonder who would win?

I'd lose even if I went armed.

What would you have done?

How would you have responded to his offer?

Unless you're a fighter looking for a match, you'd probably toss this offer in the trash.

I often wonder what people are thinking. Does this guy really think I'll fight him? And then, if I lose, I'll gladly smile and start marketing him?

I don't claim to be a fighter and am not seeking bouts. I'm also not seeking new clients. Especially clients who want to break my nose to prove they are better than me.

When you reach out to anyone, keep in mind that no one likes to be told they are inferior. It is not a good way to win friends and influence people. In fact, it's not a good way to do much of anything.

I think the lesson here is that we all have egos. The better way to approach people is to put your ego under theirs.

In other words, be willing to lower your status. Don't flaunt your stuff. Instead, show your weakness and ask for help.

This nervy fighter might have done better by offering to teach me his new method, not offering to embarrass me with it.

Contrast his behavior to that of a man in Florence, Italy. This gent heard I loved leather jackets. He went and bought two of them and sent them to me, gratis.

I'll never forget *him*.

This works in your marketing, too.

Rather than boast that you or your business is the greatest, focus on how you or your business can make your customer or client the greatest.

Or surprise your customers by giving them gifts (much like this article is a gift). People love to be surprised on the positive side.

See the difference?

This redirection of focus can trigger a true transformation in your sales.

Take heed.

See you in the ring.