The Book of EST.
If you haven’t read this book, I recommend you get it and read it today.
Because if you own a business, and it’s not what you want it to be, then you most likely need to deal with that reality now. And how you experience reality will make or break your business.
Let me explain.
The book of EST is a recreation of the experience of a “self help” seminar that was offered in the “70’s and beyond”. It was created by a man named Werner Erhard.
The seminars were called EST. (Erhard Seminar Training.)
I’m not finished reading the book so what I’m telling you is just a glimpse of what I’ve experienced so far. And since I haven’t finished the book yet, this letter I’m writing will be followed up with more of my insights when I’m done.
To say I’m beginning to see things “differently” would be an understatement. This is akin to the philosophical lessons I inadvertently absorbed from an old friend and “cosmic” saxophone player back in the 80’s.
I was a musician at the time.
We would stay up after a gig and talk well into the early hours of the morning about the universe and its cause and effect nature. I didn’t realize it at the time but that was my “real education.”
Shock Therapy for the Reality Challenged
How the seminars were conducted, according to the book: Seminar attendees were gathered in a room, such as a banquet room or convention center meeting room at a hotel. Before coming to the seminar, they all had to sign a “contract” explaining what the rules were and agree to abide by those rules.
When the seminar began, they were all reminded by a “trainer” who stood at the front of the room what the rules were and what they had agreed to. Also that they were expected to abide by those rules.
If they had any qualms about following the rules, they were instructed to get up, get their things and leave the room. No one was stopping them from leaving.
If they decided to stay, they had to follow the rules.
The rules were clearly restated to the attendees at the beginning in minute detail so that everything would be clear and no one could claim ignorance of the process. The reminder could go on for more than an hour leaving many to wonder why they had to hear again what they already agreed to.
One of the rules was that each attendee had agreed to stay in the room as long as the trainer required. There would be no bathroom breaks until the trainer allowed them. Also, no watches were allowed.
Of course, at the time, the mobile phone had not yet been invented. Nor the “smart” phone.
Oh the horror!
But as it turns out, many didn’t really fully understand what they had agreed to. The rules were not to be taken lightly. They were to be followed to the tee. No one got away with breaking them.
If you were found to have broken one of the rules, you were commanded, by reason of the rules, in the trainers loud and commanding voice, to straighten out the error of your ways immediately. No questions were allowed.
Get ‘er done! Now!
You may think this sounds like a real mind F*&k. But in reality, it was a way for people to rid themselves of their illusions about who they were and the fact that their belief systems obviously didn’t work. Because if they did, they wouldn’t have been there.
Very Matrix like stuff, right?
As the attendees were reminded over and over, your beliefs are just that, your beliefs. Most have no basis in reality at all.
If you haven’t experienced what you believe in, then it is not real. Only experience is real.
Why is this Important?
Now, no two people will experience the same thing in the same way. We are all of us, in the end, individuals with different beliefs, feelings and desires. Some of these will cross paths, but all in all, we all stand alone in the end.
So what does all this have to do with your business?
I’ll tell you.
Having a belief about your business that just isn’t true will kill your profitability.
If you aren’t aware of who your customers are and why they do business with you, you are only a short distance from the unemployment line.
So, what about you? Do you see your business as it is, or only as you believe it to be?
I can offer a fresh set of eyes to any business. Also, through my consulting and copywriting service, you will receive only well researched and planned out ways to make a big turn around in how many customers you get as well as keep.
Because, after all, if you can’t keep them coming back, you’re in for a lot of extra work getting new ones in the door.
It’s well know in the marketing biz that it’s easier to keep a customer than to get a new one. Turning and churning is for the amateur.
Get in touch with me through my contact link on the right side of the page.
We can set up a time for a Free 30-minute consultation. During this time I’ll ask you some focused and pertinent questions to find out if what I can do for you.
If you don’t hear from me right away, don’t worry. I’m rarely available at a moments notice.
But I can tell you one thing that is important to you: I’m not a big name in the business, but big names and longevity is no guarantee of success. The only thing that really matters is if what I offer works. And gets results.
Tell me what you think.
P.S. Next week I’ll be returning to The Book of EST and my take on it’s further lessons. Stay tuned.