The belief factor

When you can't sell something through facts, sell your belief. Your belief in something or someone, and it's associated passion, is more powerful than all the facts in the world. Yes the facts will definitely help, but belief is the bedrock.

Working in the media has given me some insight into the power of belief over anything else. My clients spokespeople who are true believers in what they do get significantly more media coverage than those simply towing the company line. It is as difficult to describe belief as it is easy to recognise it. The stronger the belief, the greater the media adoption of the spokespersons comment.

However, belief can't be faked or planned - it's either there or it isn't.

Another aspect of belief is belief in yourself, your ideas, or in people. It is always good to be able to convert belief in plans, but failing this, if you truly believe in something or someone then go with what you believe.