Now over 50,000 readers!                               Our 30th Year!
The Cato Conclusion
October 31, 2011                                                  Volume 706

“These depressed economic days mean you must now market more effectively using far more innovative efforts.”

A Great Endorsement Is Worthless
For You Unless You Get It And Use It!

The great lawyer, life coach, sales trainer and author Sandy Schussel, -- a very popular IPS (Insurance Pro Shop) participant, -- says, “No doubt about this.  You should seek after one super-great endorsement.  And pursue this until you get it.  Go for one single appropriate endorsement from a famous, impeccable, and respected figure.  Then after you obtain the endorsement remember that like most everything in marketing -- even a great endorsement will be worthless -- unless you use it. So use it!”      

(I apologize in advance for the “super plug” for myself that I am about to use as my following example in this message to you.) 

A great once-in-a-lifetime endorsement can be priceless for you – but only if you use it and keep using it.  Loren Dunton (1918-1997), the late founder of the multi-trillion dollar financial planning profession, surprised me by writing in his book, Financial Planning, A New Profession, comments that resulted in a great endorsement for me.  This book was published back in 1992 and is still in print, but even 19-years later his endorsement is still powerful and impressive.  I continue to use his words.    

Here is what Loren Dunton wrote: “Wally Cato has transformed how people like you can become famous.  Now it is possible for even moral and responsible people to become famous.  Cato was a rule-changer when it comes to the ability of agents and planners to become famous in their markets.  Prospects are skeptical about the unknown agent or planner.  If they don’t know you or know about you they don’t even want to open your e-mails.”

Dunton continued:The cost of the wine has nothing to do with the taste.  Wally Cato, a lay Methodist minister and life-long practitioner of servant leadership, is also America’s leading media advocate from some of the most successful ‘big names’ in the financial products and services industry.  All of whom are now respected celebrities I might add.”

“You can pay five thousand dollars, or more, each month to public relations agencies, or to advertising agencies, but you will not get anything close to the image building and targeted publicity results Cato’s revolutionary process delivers.  Since 1981 he has become one of the most imitated and copied practitioners in personal image branding and marketing communications.” 

Cato Revitalized How You Can Become Famous 

“Cato revitalized how fame in acquired in our expanding hyper-connected age where mass media content is largely personality centered.  Multi media today means people are exposed to more content, learn continually, adapt quicker, and change faster with ever-evolving social media, than ever before.”

“In many situations, but not all, Cato bypasses the traditional media and goes straight to the targeted individuals.  Cato alone changed the traditional practices, -- even the methods and tactics, to more effectively use evolving technology, cutting-edge cultural realities, and more recent influence factors impacting individuals.  His changing of the rules has enabled the celebrity and image promoter to have greater control.” 

Dunton even wrote, “Over the years Cato revised his original system to make it affordable for agents and planners, plus to enable them to obtain far greater image branding results.  He enabled financial professionals to raise their game by becoming far more significant.  Thus his personal slogan evolved, ‘You can cut a greater figure.’” 

“Cato used the cutting edge of the information technology revolution more so than any PR practitioner before.  He is the greatest innovator in this specialty discipline since PR pioneers like Ivy Lee and Edward L. Bernays.”

“His acclaimed innovations finally made becoming regionally or nationally famous, practical, affordable, doable, and far better strategized and organized for the individual professional.  Until the Cato method was adopted such effective promotion was not an option for most people who sell insurance or financial planning services.”

As you can well imagine, I include a copy (reprinted from Loren’s book) of Loren Dunton’s comments in just about everything I provide when I am attempting to make a positive impression on someone.  You should do the same.  You deserve and need one super-great endorsement that is based on what is unique and special about you and what you offer.


Cato is an award-winning media advocate (image builder) for financial professionals.  He is former Editor-In-Chief of Financial Planning and Trusts & Estates:  The Journal of Wealth Management.  Sign-up for The Cato Conclusion, his FREE (51,000-plus circulation) newsletter containing tips and strategies to promote your sales through image building.  770-516-9395  

Sign-up Today To Receive FREE Image Branding Tips Each Month From Wally Cato... Click Here

The Cato Conclusion®       You can cut a greater figure!”        Originated in 1981

We do not share, rent, trade, or sell our mailing list.  Your address is protected and kept confidential.

Copyrighted © 2011.     All Rights Are Reserved.       Unauthorized Use Prohibited By Law.

Protected under the US Copyright Act of 1976, by the Federal Government of the USA, plus the International Copyright Convention, and the Pan American Copyright Convention (with Geneva Copyright Covenants appertaining thereunto) for created intellectual and/or artistic property produced and or conveyed in a printed, recorded, electronic, or other means or format.  No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, and distributed in any format or manner, without the prior written permission of the copyright holder for this original and exclusive material property.    Legal Advice is not provided herein.  This publication is designed to provide accurate and correct information in regard to the subject matter covered.  This is conveyed or sold with the understanding that the publisher and author(s) are not engaged in rendering legal, accounting, or other professional services.  If legal advice or other expert assistance is required, the services of a competent professional person should be sought for the specific discipline involved.  The above is from a Declaration of Principles jointly adapted by a Committee of the American Bar Association and a Committee of Publishers and related Associations. Limit of Liability Notice:  While the publisher, editor(s), and writer(s) have used their best efforts in preparing this material, they make no representations, or warranties, with respect to the accuracy, or completeness, of the contents of this newsletter.  These parties specifically disclaim any implied warranties, or suggestion of fitness for a particular purpose.  Additionally, no warranty may be created or extended by instructors in a classroom or on the Internet or by sales representatives, or by written sales materials.    The Editorial and Publishing Offices are located in the USA at 915 River Rock Drive, Suite 101, Woodstock, GA 30188 (An Atlanta suburb.)  Lew Nason, Publisher; Forrest Wallace Cato, Editor, David McCarson, Managing Editor, Horace Watson, Group Web Manager, and Will Nason, Circulation Director.  770-516-9395 or Disclaimer of Warranty:  The advice and strategies contained herein may not be suitable for any particular agent, financial planner, or advisor.  The publication is not engaged in rendering professional services directed to the consumer and each reader should consult additional professional counsel when appropriate.  The publisher, editor(s), writer(s), and distributor(s) of this material, shall not be liable for any loss, gain, or profit, or for any other commercial actions or increase, including but not limited to special, incidential, consequential, or other damage or expenses.   

Home | About Wally | Services | Testimonials & Endorsements | Free Publicity Tips
Site Map | Privacy & Legal | Recommended Advisor Services and Resources | My Book Store

Email: Contact Form     Direct: 615-547-4668
207 Rollingwood Crossing, Lebanon, TN, 37087

Copyright © 2014 Cato Celebrity Positioning Management, LLC
All Rights Reserved, All guest articles © their respective authors