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The Cato Conclusion
June 28, 2011                                                          Volume 701

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

Mister Cato, I’ll have sex with you if…
By Forrest Wallace Cato

“Mister Cato, I’ll have sex with you if you let me off tomorrow.”  A few years ago, when I owned and operated a fast food franchise (on the side) one of my teenage employees spoke that line to me.  I did not know this young man as he interacted daily only with the managers and other employees.  I was shocked because I did not realize what is accepted as now routine and common-place today among “young people.” 

When I mentioned this to one of my managers he replied, “That’s nothing.  I see that every day.  I asked, “Like what?”  He replied, “We have housewives who come in here daily and sit for hours while only drinking coffee or cola.  These housewives stare at and flirt with boys who are the same age as their children.  There is a fast food industry term for this.  Young friends of the employees come in some times and they all gather at pulled-up tables and speak openly about ‘who’s going to do whom’ when their shift is over.  Bla, bla, bla.”

A few weeks ago, the eighteen year old daughter of one of my neighbors alarmed her parents after they discovered she maintains a blog in which she evaluates the sexual performance of her nineteen teen “lovers,” -- so far.  The girl thought her parents were over reacting.  She could not understand their concern.  Her attitude was, “What’s the big deal?”

You are out there now.  But are you really aware of how “things” have changed and what standards prevail today?  The conclusions and habits you made during your formative years may not still be in accord with actual reality at this moment or tomorrow.  But are you aware of this?

At the present time Americans are very angry with Washington.  Just ask any stranger at your supermarket, barber shop, gas station, etc.  People have realized the obvious, -- that Republicans and Democrats only pretend to be different.

This Myth Is Now Dead

Most folks in the USA now know that our so-called ‘representatives’ serve (in this order), (1) their own best financial interest, (2) the corporate special interest that owns them, i.e., banking, medical, Wall Street, big oil, etc., and (3) their political party.  This leaves only fake concern for the citizens.  Plus little or no effort for the citizens best interest.  No longer are we oblivious to this reality.  No longer do we believe the myth of representation.  Are you actually still oblivious to the importance of your image? 

Changes have taken place.  These changes highly influence your ability to sell anything.  It is past time for you to notice and become aware of the truth about your image.  Or should I say your lack of an image?  Your image does not take care of itself.  Your image does not result by accident.  If your image exist only in your mind, then you image does not exist.  Your prospects can not respond or react to an image that does not exist.

I am amazed when professionals tell me they are careful about protecting their image.  Then after a little research I often discover that they do not even have an image.  How out-of-touch can anyone be?  Sex standards and Washington morality, honesty, and ethics are not all that have changed in the USA since you first learned how to sell.   

At this moment your image means more to you than ever before.  Any American would have to be an idiot today if he or she did not assume that you too are corrupt, weak, and self serving.  Why would they not presume that you are just mouthing the words and doing the act – like our scum politicians and many other professionals do – all while stealing our money? 

I may not be the smartest guy in the room but at least I have not yet been talked into selling Amway.  What have you been talked into selling?  Why do you still not know how to adequately sell?  When do you plan to wise-up?   

Do you really know how to sell yourself?  If you are not a recognized leader in your industry, then why haven’t you done anything about your image?  Every leader in their profession has taken excellent care of their personal images.  Just ask any of them about this.   

How Can You Say That?

What do you mean when you say you know how important your image is?  There is much you can accomplish yourself if you do not remain oblivious about your image.   A person who knows how important his image is does not ignore his or her image.  Your image could be working for you right now.  You could be taking advantage of your image.  You could be experiencing the benefits of having a real and established image as the leading producer in your market.   

Some guru told you that you could stand out in your local community if you joined the local Rotary Club and if you joined your area’s Chamber of Commerce.  So you did that.  Do you really think you now stand out as a responsible member of your community?  Was this all that was required to establish your image?  Of course not!  How absurd!  Why not get real -- make the series of affordable small efforts that actually gradually help you to create, establish, and maintain your desired image within your target market area? 

I know some great professionals with high class, character, and knowledge.  They help their clients.  Their clients know them, respect them, appreciate them, and have long-term relationships with them.  These professionals pay attention to their images and make intelligent efforts to project their desired images.  Their image plays a key role in the trust they receive.  They invest in themselves.  They don’t just talk about this or kid themselves.  These successful winners, include Zig Ziglar; Geoffrey A. VanderPal, Brian Tracy, Beau Henderson; Phil Calandra; and many others. 

Our insurance industry’s great sales champion and MDRT super-hero, Mehdi Fakharzadeh realized the important of image long before our industry understood this.  He was far ahead of this curve.  Acting upon this awareness has helped Mehdi Fakharzadeh break sales records for 27-years in a row.  What a fantastic and incredible record!  He followed in Ben Feldman’s footsteps.  Mister Mehdi is a massively respected, one-of-a-kind, icon, and it would be impossible for him to forget about his image even for one week.   Mister Mehdi is the busiest and best organized financial professional I know, yet he always finds time for special image efforts.  I suspect that you do not do what Mister Mehdi does!   

In this newsletter I used sex stories and Washington corruption to get your attention.  My goal here is to help you become aware of how useful and valuable a real and actual desired image can be for you.  Please try to understand this and take correct actions accordingly.  You are unique, precious, and special and your prospects should know this from your image.  Make your image benefit you.  Stop ignoring your image.  Start now to build your desired image as the leader in your market area.  Nuff said.


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