MILLIONAIRE SUCCESS HABITS
may not be enough to get them to take action. They probably know they need to lose weight, but a good ad might spark the powerful want inside them. “I want to feel sexier about myself. I want to be able to go to the beach, or to the pool, and feel confident in a bikini. I want to have my spouse look at me as sexy again, or look at me as the fit man or fit woman I used to be.” When you tap into people’s wants, you stir their emotions, and emotions make decisions. As long as you’re emotionally engaging them in a process, or an action that can help their lives, do anything in your power to turn a proposed behavior into reality. If you can do anything in your power to get your unhealthy, overweight friend to take action, lose weight, and get healthy, then you do it! But know if you just tell them, or try to market to them, or try to persuade them of what they need to do, you might fall flat. In your personal life, your business, and your wealth creation, people will buy what they want over what they need. Adjust accordingly. TELL STORIES You’ll notice that throughout this book I use a lot of real-life examples to illustrate the points I am trying to make. And that’s because I think examples—anecdotes, case histories, stories— are an essential part of persuasion. To make these stories effec- tive sales tools, though, you need to tell them the right way. Peo- ple often say to me, “Dean, you’ve been on stage and on camera forever. But unlike you, I’m shy. I can’t persuade anybody; my message isn’t going to attract anybody.” I know I seem like an extrovert on camera, and I seem like an extrovert on stage in front of thousands of people. But truth be told, I’m a total in- trovert. When I go to my kids’ functions and all the parents are there, I want to hide in the corner. And I’m being completely honest here; it’s just how I am. Knowing how to tell good stories, though, gives me confi- dence on stage. And not only that, but when you learn to tell
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