Creating a million dollar business model is really all about the basics. Doing the right thing coupled with In the Renegade Millionaire System, I dispense this advice:

#1: BE the Wizard.

#2: BEWARE the Wizard.

Wizards are very powerful, so it’s better to be one than to be influenced by one.

Everybody welcomes the convincing Mystic. People so desperately wish to believe that there is a long-lost, ancient or a revolutionary new something — cure, elixir or formula for easy riches, happy relationships, better sex, or children that mind.

In dark times, this desire intensifies — even kings subjugate themselves to the Mystics. People don’t really want rational explanations for how you do what you do, they prefer believing that you possess Mystical Powers and Magical Secrets that you will use for their benefit. To underestimate the power of secrets and secret powers is to ignore how humanity has been manipulated, controlled and ruled since its beginnings.

In these times, you can rise to greater heights of influence and power than at any other time by turning up the wattage on your mysticism. In the dark, you glow. It doesn’t matter if you dispense investment advice or lawn care advice, are a dog whisperer or a presidential candidate, a tax attorney or a mattress manufacturer. Now, more than ever, is the time to speak of secret techniques, magic ingredients and unique abilities. To offer absolute certainty in an uncertain world. To declare unique and profound importance.

I’m speaking now about how you present yourself to the world. If you sell a particular kind of mattress, you must present it as THE — emphasis on the key word THE — first, best, only, “magic,” mattress, based on top secret technology invented for NASA and Olympic athletes that relieves all back pain, delivers 10,000 more REMs per night, slows aging, and helps you lose weight while you sleep.

It is THE secret to eternal youth and vitality, so it must be THE GREATEST discovery in medical science of this century. And you, as its spokesperson, must be the Grand Mystic of Sleep Science, so you’ll need an arsenal of Amazing Facts at your disposal.

You need practiced language and Profound Statements. You must convincingly promise THE Cure for whatever ails them economically, emotionally or physically. To advance your education, I strongly suggest that you read the book “Charlatan.” It reads like a novel, but is nonfiction. And not that you should be a charlatan; I presume you deliver legitimate value in whatever you sell or do, but you should use the techniques of the master charlatans of the ages. Nothing less will do.

When a group becomes lost and frightened in a dark cave, the man with the only flashlight automatically becomes their leader. Key word: only. It’s time to present yourself as the person with THE ONLY flashlight.

The Why People Fail articles are provided by Dan S. Kennedy, serial entrepreneur, from-scratch multimillionaire, speaker, consultant, coach, author of 13 books including the No B.S. series (www.NoBSBooks.com), and editor of The No B.S. Marketing Letter.