Rob Gilbert's customer service formula: SWL + SWL = SW.

Customer service books and seminars teach us that "the customer is always right."

That would mean every customer is right--all the time.

But clearly, that can't be the case.

A case in point: In the survey I sent out a few weeks ago, many of the responses I received were diametrically opposed.

For instance, when I asked for feedback on my e-zine, The Direct Response Letter, subscriber EP complained that it was too short.

"Make your content messages more meaty instead of barely useful little snippets of other people's information," EP complained in a long, negative e-mail.

That same day, HM, another subscriber, also sent me an e-mail.

But her take on my e-mail messages was quite different than EP's.

"I love that the topics are short, and I love your e-zine," said HM. "It's one I read from top to bottom every time it arrives."

Which customer is right?

So, if the customer is always right, which customer is right here--EP or HM?

Do I make my e-mails longer like EP requested? Or keep them short and pithy to please HM?

The answer, of course, is that both EP and HM know what's right for them ... and what they want.

Therefore, I have to be guided by a success formula created by my good friend, motivational speaker Dr. Rob Gilbert.

Rob's formula is: SWL + SWL = SW. Translation:

* Some people will like (you, your product, your service).

* Some people won't like (you, your product, your service).

* So what?

In other words: you can't please all of the people all of the time ... and you shouldn't even try.

What does this mean for your business?

What does this mean for you and your business? It means you should create products, publications, services, and content that reflect who you are and what you do best.

When you do this, some people will like your products, publications, services, and content.

These folks are your best prospects ... your most loyal readers ... your most profitable customers ... your diamond clients.

Give them more of what they like, and you will be successful.

Let them go

On the other hand, some people will not like your products, publications, services, and content.

They are not good prospects for what you are selling. And they never will be, because if you change to please them, you will cease delivering what your loyal customers come to you for ... and they will start buying from your competitor.

Remember: SWL + SWL = SW.

As for those who do not like you, let them go.

You can't please everybody, and you shouldn't even try.

Dr. Rob Gilbert's "SWL + SWL = SW" formula is one of the 25 proven business success principles Fred Gleeck and I teach in our new audio program, "The 25 Secrets of Outrageous Business Success." For more information ... or to order on a 90-day risk-free trial basis ... go to www.25successprinciples.com.