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Fortunes have been made with just this tip.Think about it.
Brian Wilkes, an ex-anchorman and journalist, was having dinner with Walter Cronkite. Cronkite turns to Wilkes and says, "You have to be able to look people right in the eye and tell them things they don't want to hear. The secret in this business of broadcast news is credibility." He paused. "If you can fake that, you've got it made."
Most trusted man in America? Hardly. Googleit sometime and you'll find the bogus survey CBS quoted when bestowing that title on their evening news anchor. But Cronkite was intelligent and good at his job. As he explained, the secret was not in convincing people of what he believed, but in finding out where they stood, determining the exact center of the ever-shifting ground of public opinion, and then standing there and owning that space as if he had been there all along.
This is juicy stuff, especially for a marketer. If Cronkite were in our shoes, he'd tell us to find out where our customers' heads are, and then build our products and our messages based upon that. This way you never need to convince –your prospect has already sold himself before you've even offered him your product.