The Millionaire Fastlane: Crack the Code to Wealth and Live Rich for a Lifetime

by M.J. DeMarco

It’s ironic: To succeed a Fastlane we must forsake selfishness yet satisfy the selfishness of others. Did I say this would be a cozy stroll down the beach? The first human behavior you can count on is selfishness. People want what they want. People don’t care about you, your business, your product or your dreams; they want to help themselves and their family. It’s human nature. Therefore, our marketing messages must focus on benefits, not features. People need to be told exactly what’s in it for them. How will your product or service help them? What’s the benefit? In marketing speak, it’s called the “What’s In It For Me?” (WIIFM) principle. My customers were small-business owners and yet I served millions of consumers, too. This intermediary relationship allowed me to study the behavior of both consumers and producers in a powerful, accelerated fashion. I learned things in weeks that would take educators months to learn. I noticed that small-business owners fall into their own selfish trap and love singing the praises of their company. They sell features, not realizing that people rent convenience and events, not limousines. As consumers, we buy things to solve needs. We participate in transactions to fill voids.