If you are going to communicate effectively with a person, you need to know something about their beliefs.

Most writers assume their readers see and believe as they do. And when they knowingly write to people who believe differently, their writing often takes the tone of an argument, leaning heavily on evidence and examples, with undertones of disparagement and mischaracterization. Such writers persuade no one, but rather drive the wedge deeper.

1. To make the sale, you must win the respect of your audience.

2. Belief is never a matter of evidence; it is always a matter of choice.

3. You cannot take a person where you want them to go, until you first meet them where they are.

4. (A) Perspective: You have to see through their eyes.

(B) Empathy: Feel what they feel.

(C) Use the words they love. When you meet your customer in that safe place, and establish the bond of a common perspective, then you can gently begin to give them new information.

5. People never change their minds. If you give them the same information they were given in the past, they will continue to make the same decision they made in the past. They will continue to disagree with you.

6. When a person appears to have “changed their mind,” they have simply made a new decision based on new information. And this new information should always be shared from the platform of a common perspective.

7. Win the heart and the mind will follow.

The mind will always create logic to justify what the heart has already decided.

This will be the first ad in a one-year series:

My name is Tim Schmidt and you’ve probably never heard of my company. We teach people how to avoid danger, save lives, and keep their loved ones safe. We currently have nearly half-a-million members. But still, you’ve probably never heard of us. Because our members are trained NOT to talk about it. Chances are, some of our members are friends of yours. And they’ve never told you. Because talking about it is NOT what we do. What we do is avoid danger, save lives, and keep our loved ones safe. Our members are doctors and single moms and firemen and grandmothers and Veterans and Democrats and Republicans and members of every faith. We are thoughtful, responsible, and non-violent. But when you are with one of our members, you are safe, because they know exactly what to do if something crazy happens. More importantly, they know exactly what NOT to do. We are the United States Concealed Carry Association. See what we’re all about at USConcealedCarry.com.

DEVIN: Discover the little-known backstory of the US Concealed Carry Association at USConcealedCarry.com

Here’s an interesting question:

Q: Why would anyone ever knowingly walk into a minefield?

A: Because they need to get to the other side.

Is there a minefield you need to cross?

Have you been avoiding it because everyone keeps telling you how dangerous it is?

Are you ready to get started?

Roy H. Williams