Hey there ,

Years back when my wife and I were still dating...

I lived with my uncle and his wife...now one of my favorite people in the world.

Back then...not so much.

Anyways...

My Uncle and his wife were and still are beautiful Christians...

Unfortunately to me back then....

They had an invested interest in keeping me on the straight and Narrow...

No hankypanky if they could help it...

#rollingmyeyes

That meant that even though I was above 21 at the time...

I couldn't stay out late without permission.

So...

This faithful day...

It was special day...

My wife and I had been dating officially for a while and I wanted to celebrate...

So...

I informed my aunt-in-law that I would be back home late that day.

Unfortunately...

She didn't hear "I will be back late"...

What she heard was "I will be back at eight"....

You can imagine my shock when after a beautiful night of romance..

I got back at 10pm...

And my Uncle and Aunt were waiting up for me with bulging alien looking angry eyes.

What followed next is best left undescribed....

But here's my point...

I said one thing...

My aunt heard another...

And no matter what my intentions where...

The only thing that mattered in determining how she responded to me was...

What.

She.

Heard.

I was once told that communication isn't what you say...

It's the feedback that you get...

So as we climb steadily towards high profile, highly paid expert status...

It's important to always remember that just because you said it...

Doesn't always mean that your market understands it.

I've had it happen to me many many times...

I pitch something and think I did great...

But...

Nobody buys...

I used to think that maybe people just weren't that interested in what I was offering...

But the moment I remember that it's not what I say...

It's what they hear that counts..

I simply rework the pitch and try again until I find a pitch that works.

My question is: Do you do the same?

Or do you throw your hands in the air and just give up?

Remember: It's not what you say...it's what they hear that counts.

So...

Rewrite that sales letter...

Rework that video...

Work on that brochure...

Redo that proposal...

Test...test...test...

And only when you're convinced that you've given it your best shot...and still not getting the results you want...

Then let it be.

Till tomorrow...

Get out of your own way.

CTM