Let me tell you a story. A thin man takes his girlfriend to the beach. While sitting on the beach a man with huge muscles approaches them. The thin man's girlfriend is intrigued by the muscle man. The thin man fears that his girlfriend will like the muscle bound man better. He is correct because she not only talks with the muscle man, but leaves with him. The thin man is very upset, but decides to take action.

When the thin man arrives home he orders a home study course about building muscles. He works day and night on the course and builds muscles. The next summer he sits at the beach with his new girlfriend. The thin man turned muscle man no longer is fearful of losing his girlfriend because he is confident with his new body.

What does this type of story represent? How do you think the thin man felt when the muscle bound man showed up? He felt shame, power, envy, respect, and fear. He wanted to exact revenge. These feelings of fear prompted the thin man to purchase a home study course that would help him out or give him relief from being a thin man. These feelings also demonstrate that the underlying motivation to buy the home study course was fear.

Now think about your business. How can you apply this story to the customers you serve and the products you sell? While the story talked about fitness, it can also cover business situations. Do you feel like your business is a "thin man" going to be beaten by a "muscle bound" man? Does this competition make you feel fearful? Are you looking for a promise of relief? Are you willing to spend money to gain this relief?

You most likely answered "yes" to those questions which are exactly what you want your customers to do. In order to build wealth in your business you need to find your customer's fear, provide a promise of relief through your products and services, and make a credible promise to relieve that fear that will prompt customers to give you their money. This is the formula for success and building lasting wealth.