Roy H. Williams points to Wisconsin's largest diamond and diamond engagement ring jeweler, Kesslers Diamonds, as an example of a company that caught the Pendulum at the right time and really succeeded from understanding how the Pendulum operates. Kesslers Diamonds is owned by Richard Kessler.

This is Part Three of Four.

Roy advises listeners and readers of his new book, Pendulum, to stay away from "Me" advertising and instead make a connection with customers and prospects by speaking about something that both seller and buyer care about. In the case of Kesslers Diamonds, that "something" was the fight against breast cancer.

Roy is interviewed by B. Unconventional hosts Dean Rotbart and David Biondo. Their weekly business radio newsmagazine is broadcast each Sunday morning at 8 a.m. (Mountain Time) on 710 KNUS AM in Denver. It is also available as a live stream from www.710KNUS.com.

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Original Broadcast Date: June 10, 2012Photo: Wizard Academy students