As we’re only several days away from Thanksgiving (here in the U.S.), I
hope you’re planning on taking some time away from T.V., other noise-
based interruptions, etc. and think about what you’re thankful for. I
mean really thankful.

First question: how effectively are you using testimonials and endorsements in
your business?

What?

You’re not using them?

Had a most interesting experience last week. As you probably remember, I
sent an email asking you to “Join Me In Congratulating Dave Janda,” a
long-time client and prominent physician in Ann Arbor.

Our first project with Dave back in 2004 was to help him with the online
promotion of his No Injury book, which outlined ways parents and all
citizens can reduce the number of kid-related sports injuries (if you want
to check it out, go to www.noinjury.com). Dave has received national acclaim,
including an appearance on the “Oprah” show for his commitment in this area.

He’s taken a real interest in the health care debate over the last year,
and in his (what I consider) subdued approach, has espoused his opinion.
He’s received such publicity for this work that he was invited to be a
guest on the Glenn Beck TV show last week.

As I pointed out (I thought very clearly) in the email, whether one agrees
with Dave on his position or not, having a 5-plus minute segment on what
I understand is the most widely watched cable news network was quite an
accomplishment.

Rankled the feelings of some people on my list. Actually had a couple
people unsubscribe, which was fine with me. I’ve heard it said many times
that if you’re not upsetting someone by noon each day, you’re not doing
enough.

The bigger point is this, however. I used to be a very judgmental person.
If someone didn’t agree with me, I thought there was something wrong with
them.

I had my “rebirth” in this area 4 years ago to the point that today I
look for what I can learn from everyone, even if I don’t agree with their
position on this or that. I can now admit that back then if a particular
Hollywood actor or actress didn’t agree with me politically I wouldn’t see
their movies. Talk about closed minded…and missing out on seeing great
performance art.

Majoring on the Majors refers to focusing on the things that are truly
important…getting exposure on a national TV show, for example.

Too many people Focus On The Minors, those things that, at the end of the
day, really aren’t that important. That keeps all of us where we are, and
as I’ve shared in previous messages, if I think exactly the same way a year
from now as I do now, I’ll be doing exactly the same things I’m doing now.
And I’ll have exactly the same results.

Now that’s a minor league approach to life if there is one.

The question for you to consider this week is the title of this message. If
you have questions about where you are, take a leap of faith and ask those
closest to you.

Maintain your attitude and focus when the ____ hits the fan.