I stood in the station last night staring at a billboard wondering about the title of the book it was advertising, Paul McKenna’s “I Can Make You Rich“.

Now, Paul McKenna is very good at what he does and I respect his abilities and being into NLP myself, as is he (albeit much more than I), I am sure he knows full well that he can’t make you rich, you would have to do that yourself.

But, It’s obviously not about that. It’s about selling books more than you becoming rich. So that’s the words the book uses.

I can imagine his audience love the fact that he will do it for them, the same way that he has “made people thin” or “give up smoking”.

I am sure the people who read this will make Paul McKenna rich[er] but not themselves. If they were that keen, they’d be doing it without the need for a book.

So, back to my point. What you say, and how you say it is all about the audience. Whether you play on their fears, their hopes and dreams, even their laziness.

Whatever flicks their switch, you can guarantee that the appropriate [sales] story is there, waiting to be written. And, taking that concept on the web, you can test to your hearts content.