So, who actually is a contrarian? If you take the American population and separate out the Democrats and Republicans, then just about everyone else – everyone who does not march to a pre-determined drummer – is a functional contrarian. Again, that's not important, what is important is that recent events in the American business environment have caused more and more people step back and look for other ideas, other advice. How do I know that? Again, numbers. My friend's site has nearly doubled in popularity since January.

There's surely more contrarian content being published and more people reading it than the mainstream media would have you believe. Is there really nefarious wheeling and dealing inside the inner sanctum? Is the Federal Reserve actually a pawn of a secret sect? Are there actually mobile prisons being moved covertly around the country in advance of the popular revolt?

Again, it doesn't matter. The point is more basic than that. Knowing that that millions of people read it should inspire you to pay attention to it and figure out how to use it. But how?

I guess it's one of those weird natural talents, but I have always been able to take off-the-wall information and see how to use it for a given purpose. Contrarian articles are excellent tools to show your prospects that you proactively look for information covering all sides. "Harriet, I believe in looking for the facts and the truth wherever I can find it. For example, some very smart people seem to think that gold is going to reach astronomical highs this year. It might be time to take a close look. What do you think?"

Otherwise, how else would you know that the truth was? Otherwise, it could look like you are limiting yourself to one "party line." And, THAT makes you look self-serving. And, at that point, you lose your credibility. "Harriet, I don't care if he does write for Barron's and Wall Street Journal, I'm telling you, the best advice is to buy and hold!"

In my own business, I look at the headlines, then figure out what consumers believe and what advisors need to do in order to connect with those beliefs. Trend is, consumers believe the financial industry has already lost its credibility. How could they not think that when they see a daily diet of headlines like these:

• Hockey star says money manager bilked him of $43M
• Next Financial Group fined $1M for failure to supervise branch managers
• Broker captured in Spain pleads guilty to fraud
• Ex-Morgan Stanley exec accused of stealing $2.3M from firm
• TD Ameritrade settles ARS charges with SEC; Schwab denies charges of misrepresentation
• Report: Wall Street, bank bailouts could cost $24T

(Source: InvestmentNews Daily)

The important point is the cumulative message received by the investing public (your target market). Don't those headlines carry implications that the financial industry is infected with fraud and greed? Implications are vital pieces of information that you must have in order to understand what is inside your target market's beliefs. That's important because they will not buy anything they don't believe in. You need to learn what they believe. And, in order to do that, you need to know what they're reading.

For example, if you believe that American auto manufacturers sell inferior products, you will look for information that supports your belief. Likewise, if you believe that the financial industry is populated with greedy, self-serving people, you'll look for information supporting that. Enter those headlines above. Eventually, the consumer does a google search for alternative ideas and finds contrarian websites.

Now, let's look at the implications. Please realize that these are not my opinions; I'm simply explaining how implications fit into the psychology at play right now in the minds of your target markets. The following are simply some of the more obvious implications – the messages that someone could discern from interpreting the headlines. And, the implications are:

• Financial firms have no integrity and cannot be trusted.
• Financial executives are self-serving and greedy.
• Financial advisors are deceitful and cannot be trusted.
• Consumers are becoming more skeptical of financial advice.

If you know anyone who might see plausibility in any of those, you will probably find that person reading contrarian articles. Now, picture yourself talking with that person when he expresses a contrarian idea. He says, "Aw, the markets are manipulated." Or, "Between taxes, commissions and fees, the whole system is stacked against the small investor." Or, "Why should I do tax planning? The IRS is illegal."

And, what do you say in response?

In Closing

The economy has changed. The investing public is no longer comprised of trusting innocents. They've started thinking that maybe when the contrarian yells, "Wolf! Wolf!" there's actually a wolf out there. Isn't it your responsibility to find out? Shouldn't you understand all logic and arguments? And, shouldn't you be prepared to discuss them? After all, doing so can only add to your credibility.

Next Steps

1. Learn everything you can about the contra-argument. So, when your prospect makes a contrarian statement, you can use it as a discussion to demonstrate your knowledge and credibility.
2. Offer contrarian ideas as an option. Say, "This idea falls outside the envelope, but it's worth talking about."
3. When someone quotes contrarian logic, explain that the most successful investors follow a different logic, and that's the logic you follow, too.

Your Reward

When you build your credibility with a prospect, your advice is nearly always followed. Even better, that person usually becomes a proactive advocate for you. But, when you can't (or don't) build your credibility, you will most likely lose time, energy and the client. So, you need to learn how to build your credibility!

My newest book (Axis of Influence) teaches you exactly how to build your credibility – step-by-step. Your reward is a big one. Buy Axis of Influence before September 30, and I will give you (FREE) an additional $2300 worth of bonuses donated by a Who's Who of success experts! Get the list and details at: http://www.axisofinfluence.com/PromoSummer2009.htm