Andrew Carnegie’s grandfather was a fellow named Thomas Morrison.
“A cobbler by trade and an agitator by calling, he was the leading political orator, writer, organizer, and activist in Dunfermline, Scottland” writes Carnegie biographer David Nasaw.
In 1834 the common people of the United Kingdon had no vote.
They were ‘represented’ in the House of Commons by aristocrats who were there largely because they’d won the “ovarian lottery.” Not because they were statesmen, smart or particularly skilled.
And so in December of 1834, Morrison offered his advice to Lord Dalmeny, the ‘representative’ of his shire, in a public letter:
“Now, my Lord, if hereditary legislation is to be continued, and if you want to learn the art, I will tell you how to acquire it, that is, if you have the capacity.
First, you must read and study, reason and reflect.
Then you must mix in society, with the people of all grades, and in every condition of life…. Make yourself acquainted with the producing part of the community, with those who till the land, build the houses, make the clothes—who in short, support you in luxury and themselves in life: learn their wishes, their wants, and various conditions…”
Lord Dalmeny ignored him. The political system was such that he didn’t have to “mix in society with people of all grades” and come to understand them; “Their wishes, their wants and various conditions.”
But if you’re building a business around your expertise, you have no such luxury.
You MUST make yourself acquainted with “those who till the land, build the houses, make the clothes.”
Or whoever your ideal clients happen to be.
And you MUST present your expertise in a way that instantly earns you their attention and interest.
So they want to give you their vote – with their wallets.
One of the hardest pieces of turning your expertise into a thriving business is to create what we call “a full tank of marketing helium.”
It’s based on my “blue balloon / red balloon” story. Remember it? (Hit reply if you want me to send it to you again.)
Marketing helium is what makes it easy for you to talk about what you do in a way that draws your ideal clients to you.
So you don’t have to chase them. They come to you.
You don’t have to prove yourself to them. Your expertise is proven by the way you present yourself.
You don’t have ‘get’ them to buy. They just want to buy – because of who you are being.
In the near future, I’ll be doing a live 3-4 hour “Your Marketing Helium” web-workshop for a small group of 3 – 9 people.
Go here for details and to register.
Dov Gordon
PS – If you have questions about it, send me an email.
