There’s an epidemic of “I don’t care what anyone thinks to me” going round.

Variations include “What you see is what you get with me” and the even more fashionable “Zero F**ks Given”.

Trouble is, you can’t be universally like that and expect to make a living in return.

It’s your job to make your ideal clients think and feel a certain way about you from the get-go.

If they think you’re a blithering idiot, a moaner, a creep or an amateur that’s not helpful.

You really want them to think you’re:

  • Smart
  • Generous
  • Trustworthy
  • Empathetic
  • The answer to their problems

Of course, that only applies to your ideal clients.

The rest of the world?

Yeah. F**k ’em.

Who cares what they think?

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