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Clients First: The Two Word Miracle by JoAnn Callaway, Joseph Callaway

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A Working Title

“Let’s list the chapters,” she suggested.

“We’ve done that.”

“Let’s do it again, right now. No notes. Just start with a blank pad.”

So we began. I wrote: “Title,” followed by the words “Master Agents, Making Millions Selling Real Estate.”

“That sucks,” she said.

“It’s a working title.”

“Well, it’s not working.”

“Can we just get past the first line?”

I started writing chapter titles. “Marketing,” “Teaming Up,” “Putting Clients First,” “Farming,” “Systems,” “The Internet.” We discussed each one as I wrote them down. The waitress poured my third cup of coffee. JoAnn asked for more ice in her tea.

JoAnn examined the page as I looked out the window.

“This is all so good,” she said. She read the list aloud. “It’s so good.”

“It’s too much,” I said. “It’s too general.”

“Putting clients first isn’t too general. It’s important.”

“Sure, but everyone preaches good customer service.”

“It’s more than that,” she said. “Putting clients first is much more than good customer service. It’s what has made the difference for us. It’s what nobody seems to understand.”

“So why don’t we just call it Clients First?”

The minute I said it, we looked at each other. There was no flash of light, but we knew. We felt it. This was our title, our story, our mission.

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