Each of the small businesses the wizard consults 
will travel to Austin once a year for a personal, day-long marketing retreat. Last week, a client who had built his service business to a very respectable $135,000/mo. prior to hiring the wizard, reported that in the 18 months since the wizard began writing his ads, his average month has increased to more than $350,000. Obviously, this client is a very happy camper.

Here’s the interesting part:
When the client said he wanted to increase his ad budget by an additional $20,000 a month, the wizard advised him against it, suggesting instead that his staff begin answering the telephone differently. “I believe we can lift you to $500,000 a month just by training your staff to handle callers differently.”
The wizard then gave him 23 words arranged into 3 short sentences.

The client said,
“You’re telling me that all we need to do is add those 23 words and we’ll pick up an extra $150,000 a month?” 

“The secret isn’t just to add these 23 words,”
said the wizard. “The secret is to eliminate all the other words.”

When the man looked confused,
Wizzo said, “Your staff is currently selling just one out of every 3 callers, yet everyone that calls you wants to hire your firm. If you were selling 2 out of 3, you’d be doing $700,000 a month instead of just $350,000. Your staff thinks they’re talking customers into hiring your firm when in fact they’re talking them out of it.” 

Look at the nav bar on the right and you’ll see, in about the middle of the list, a link called Private Consulting. Smart people click that. 

Just sayin’.

Indy 

PS – I’ve always been blown away by the musicians who agree to appear on Sesame Street. BELOW: Norah sings new lyrics to her biggest hit.