I promised to tell you how to be an “ethical hustler”... because good guys need to know a few dirty tricks. I feel pretty strongly about this subject. Too many people live in a black and white world, where everything is either good or evil, and there’s no gray area. And that’s just nonsense.

Some of the most fascinating people I’ve met are street-level hustlers. Jumpy, excitable guys always looking for a way to make an easy buck. They’re fun to share stories with over a drink, but you don’t want them to know where you live.

And nearly all of the most boring people I’ve met aren’t excited about anything. They’re sleepwalking through life, afraid to take a risk, terrified of a little pain, scared of confrontation. They can put you to sleep in a two-minute conversation, but you’d trust them to water your plants while you were away.

There is a middle ground. I’m living proof. I grew up around vandals and risk-takers and ballsy hustlers who were just as frightened of the dangers of life as the boring guys... but who just went ahead and did the risky stuff anyway. Cuz that’s the only way you got anything worthwhile done. It was also a total blast.

So, yeah, I’ve fallen out of trees, been chased by cops, knocked senseless in an alley, and stayed up all night long for no good reason at all. I wouldn’t have it any other way. It’s kept me edgy, interested and interesting.

You don’t have to leave your family and start sleeping in gutters, either, to shake off the dust. Just start showing a little honest enthusiasm for being alive. Give your senses brief and intense “field trips” a couple of times each day: Look at things in terms of the opportunity they might represent... keep an ear to the ground so you know what’s happening around you (both personally and in business)... feel the pulse of your neighborhood and market.

Learn to love and appreciate short bursts of super-focused, disciplined work. Hone your convictions and develop a friggin’ opinion once in a while. Don’t be afraid to be wrong, either – just admit it quickly when you are, and adjust your mindset appropriately. And always do the right thing. Don’t dither. Show some leadership, take more responsibility, and follow through on everything you attach your reputation to.

Are these “dirty tricks”?

In a way, yes. Because if you follow my advice, many people who heretofore had no opinion whatsoever about you... will start to hate you. I’ve said that the best salesmen know to take command of the situation, steer the prospect where he should be going... and push to close the deal by solving problems and meeting objections right away. That’s not exactly playing fair, according to most folks. They dither away their time, avoid decisions, and put off duties. You force them to want something so bad they feel compelled to take out their money and hand it over... you’ve taken them waaaay out of their comfort zone. This will often make them a little mad at you, even if you also make their lives better. This is the reason for “buyer’s remorse”.

So you use another “dirty trick”... and confront that remorse right away, before it even surfaces. You never allow the customer to find a “way out” of the sale -- because you keep him happy, continue to meet his needs, and solve every little dilemma that comes up. Money will be an issue, so you explain the value in a way that makes price irrelevant. After-sale service will be an issue, so you make him feel completely secure he’ll be taken care of. He will be anxious about what his spouse, friends and colleagues think, so you provide simple reasons why he got a bargain.

These are all “dirty tricks”, in the way you must trick your puppy to become house-trained, or trick your child to eat spinach, or trick your girlfriend into believing you’re worthy of her love and affection. (You bad boy, you.)

The biggest “dirty trick” of all is to take control of your life. Step up the plate and take your hacks. Never threaten or cajole -- just get things done, and don’t waste time on the small shit. Get negative people out of your life, fast and without apology. Make sure your actions are proactive, not reactive.

Be a big man, and ignore what you can endure. Never listen to any critic who’s never had to meet a payroll. (This, too, is a dirty trick, because all critics demand attention as their birthright -- it’s just mean to withhold it.)

Learn to trust your own judgment. No ideology allowed. True believers need to constantly twist facts and reality to fit their predetermined view of the world. Don’t fall into that trap. When you sign on to be a world-class marketer, you must agree to let the blinders fall from your eyes. And you may have to let some old friends go their own way, and build a new group of confidants.

You can be an “ethical hustler” – someone who learns to spot and embrace opportunity, is at home with ambition and a little healthy greed, and isn’t afraid of a little risk. Or of doing the right thing.

The meek may indeed inherit the earth at some point... but only after the bold are through with it.

John Carlton, http://www.marketingrebelrant.com/

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