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What Charlie Sheen Taught Me…

Every Business Could Use a Dose of Adonis DNA

I don’t like Charlie Sheen, but I can learn from him.

Let’s consider what Sheen has accomplished in the past month:

Charlie SheenHe’s Gone Viral – his multiple interviews have swept through all the major broadcast networks, news media and YouTube. If you haven’t seen the interviews, then watch this clip for the 2 minute highlight. Trust me it’s worth it, but be warned, it is a bit crude at times.

He Set a Guinness World Record – He attracted the largest amount of Twitter followers in the shortest period of time (1 million followers added in 25 hours and 17 minutes).

He Added New Terms to Our Language – Through his interviews, Sheen added several phrases to the national lexicon including “Adonis DNA”, “Tiger blood” and “Duh! winning!” – Here is the T-shirt link if you want to pick one up for yourself.

From a marketing perspective, these are huge accomplishments.

There is one major golden nugget that Sheen exhibits that business owners (including me) can learn from.

That golden nugget is summed up in one word…
CONVICTION.

No, I’m not talking about the kind of conviction with a judge, lawyers and the penal system. I’m referencing what Websters.com defines as the “state of being convinced”. Watch the Sheen video again. Is there any doubt in your mind that he really believes that he has “Adonis DNA?” That “Tiger Blood” flows through his veins? That he really believes that he is “…duh? Winning!” against Hollywood? That level of conviction is highly engaging to the public and consumers. I agree that it also is awfully close to lunacy, but it is powerful.

Lacking Conviction
I find many business owners and sales people who lack any sign of conviction (a state of being convinced) when they are talking about their product or service. When you deliver your brand message to a prospect, there should be an emotional charge that lights up inside of you. That charge is contagious and is a sign of conviction that you cannot hide.

Two Culprits to Conviction
If you lack that emotional charge, then consider these culprits:

1. Your message is flat and lacks emotional connection to you and your prospect. If so, then it is time for a re-write.

2. You don’t believe in your product or service. If so, then you need to investigate further what you deliver, how it is done and what your point of difference is in the market. It is very difficult to sell something you don’t believe in.

Final Thought
Just for the record, I believe that Charlie Sheen is most likely a drug addicted punk whose sophomoric humor and lifestyle appeals to the lowest levels of human decency. However, he has connected emotionally with millions. He has people wondering about what the next thing he is going to do or say. His followers are on edge with anticipation. Can you say that about your customers and prospects? Maybe a dose of Adonis DNA would help?

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