8 Signs of a Jerk

  1. Interrupts.
  2. Doesn’t take turns.
  3. Takes advantage of people who are down
  4. Gloats in victory.
  5. Is sullen in defeat.
  6. Is not fair.
  7. Lack integrity.
  8. Is the kind of person you’ll avoid if you possibly can.

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* Mental Real Estate – When you can name something that already has emotions attached to it in your customer’s or client’s mind, you own a piece of their “mental real estate” and have the beginning of traction (Familiarity + Emotion = Traction). When you twist or tweak or re-purpose that name in a certain way that surprises them, the Traction + Novelty deepens your connection to people’s emotions and in the end, their minds. For instance, the word “pirates” is kind of sexy in the minds of children, therefore “Pirates of the Caribbean” (and Disney) owns that mental real estate connected to “pirates” in children’s minds. Similarly, “jerk off” occupies some mental real estate in the minds of many adolescent and young adult men. So, voila, “Jerk Off Kit” may have caused many of you to open this when you normally wouldn’t have. On the other hand, because of that same embarrassment/shame laden mental real estate, it triggered a number of you to not open the email and furthermore to unsubscribe from my list. If that is the case, that’s too bad, because if you had opened it, you may have learned something that would be useful to you.

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