“Yes, this dog is a breed not seen much around here. This
dog is probably worth a thousand dollars.”
“Well, he’s not for sale,” I said, and left with Spot.
I told my father that simple story and from that moment on, he
looked at Spot differently. He would play with Spot, feed Spot, and
occasionally say nice things, such as, “That dog is pretty smart.”
Years later, when I had left college and my home, I left Spot with
my family. My father took care of Spot until she died.
Now remember: The story I told my dad was fiction. It never
happened. I told it to my father to do one thing and only one thing:
Change his perception.
Before the story, Spot was a mutt. After the story, Spot was a
collectible.
Perception is everything. I’ve often said that marketing is noth-
ing but altering perceptions.
If that’s true, how do you make it happen?HYPNOTIC WRITING