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Archive for July, 2010

The Biggest Success Secret Of All Time

By: Dan Kennedy on: July 16th, 2010 7 Comments

Strategy I want to talk with you about what is perhaps the greatest success commonality and the greatest success characteristic that spans all eras. You will find it heavily riddled through Napoleon Hill’s work going all the way back to the 1930’s and before.

You will find it in today’s business leaders and I am convinced we will find it in the next century’s business leaders.

In fact, several years ago at a political function that I attended, one of the things that I had an opportunity to do was to observe President Reagan up close speaking and I tell you this and ask you to sit aside whatever your political preferences are for a second, not that I make mine a secret, but it really doesn’t matter what your political preferences are, but we would all probably agree that he did an amazing job under crisis.

Yes…the greatest success characteristic is the ability to handle crisis.
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Overcoming Information Overload

By: Dan Kennedy on: July 15th, 2010 3 Comments

We have been talking about the key components of success and now I’d like to share with you my final one. It is the ability to process information.

There’s more information to process than ever before. There’s more stuff to know. There’s more stuff to read. There’s more stuff to listen to. There’s more stuff to sort through in order to succeed in business.

I really can’t call it a skill because I really didn’t develop it wholly as a skill – but some may say one of my talents is speed reading with good comprehension. It is becoming increasingly important over the years.

It’s very valuable to me because I can get through a ton of stuff and I see the amount of stuff increasing year after year, month after month and as you get involved perhaps in more and more things and the more successful you get the more information you’ll have to process.

I subscribe to trade journals and newsletters and magazines today that I didn’t know existed three years ago that I’ve got to get through to stay current on the things that we do. So there’s more information than ever before to process so you’ve got to be a great organizer.

Kind of tied in with that is the organization of people resources. Your ability to get the most out of people and that really is a coaching kind of thing and this is just an incidental piece of information but it kind of shows you how big business prizes this.

An example of getting the most of your resources is utilizing webinars for a conference or seminar.

In fact, many companies have taken advantage of that today like for their annual sales meetings. So that instead of the expense of putting all the sales people into one place they let the sales people go to 200 different places and they have the meeting anyway and in many cases that works fine.

You can even use this type of resource for coaching sessions. Executives from many of the Fortune 500s and many companies of all different sizes and types often come together for conferences to listen to coaches’ talk to them about coaching techniques and how to apply them in the business environment and that is of supreme importance to you if you will be highly successful today.

Interview with the $928 Million Dollar Man, Tony Hsieh

By: Brian Horn on: July 14th, 2010 8 Comments

Tony Hsieh is the #1 NY Times Bestselling Author of “Delivering Happiness” and the CEO of Zappos.com, Inc.

We were both featured speakers at the “Summit of the Year” event last November in Vegas (which was a WILD trip…”Holla!” ) and we have been in contact ever since.

Tony has been out promoting his new book hardcore over the last month. I actually saw him on Fox News one morning, and it reminded me that I needed to call him for this interview.

Tony was cool enough to let me ask him a few questions about success, business and his views on social media.

Here are some excerpts of our conversation:

How do you create such a great customer service culture at Zappos?

It really just comes down to 2 things: making sure that you hire people whose personal values match the core values of the company (one of which is to delivering WOW through service), and making sure that everyone understands the long-term vision of the company (for us, it’s about building the Zappos brand to be about the very best customer service).

How have you incorporated social media into your customer service?

I personally dislike the term “social media”, as it distracts from what’s actually important: forming personal emotional connections with customers. While this can be done to some extent through Twitter and Facebook, our belief is that the telephone is actually one of the best ways to build that human connection.

What are you doing to survive as a retail company in this down economy?

Because we’ve always invested in customer service and the customer experience (we take most of the money we would have spent on paid advertising or paid marketing and instead invest it into customer service), we actually continued to grow over the past 24 months, despite the economy.

A lot of this was due to the loyalty of our customers (on any given day about 75% of our orders come from repeat customers).

How important do you think blogging and keeping your customers updated on a regular basis is?

The most important thing to do is to maintain a personal emotional connection with customers. Blogging is one of many things that we do in order to try to achieve that. Our philosophy is that the more meaningful touch points there are, the better.

Where do you see Zappos heading in the next year? 5 years?

For the next several years, we will be making a big push into clothing. Longer term, we really just want to build the Zappos brand to be about the very best customer service, so the possibilities are endless. We’ve even talked about one day building a Zappos Airlines.

How has merging with Amazon positively affected business? How has it changed business?

Unlike most of Amazon’s other acquisitions, they’ve left us independent so that we can continue to build the Zappos brand, culture, and way of doing business our way. It’s effectively as if we’ve swapped out our board of directors with a new one, so we fly to Seattle instead of San Francisco now once a quarter.

We are able to move even faster than before because we now have access to Amazon’s resources, but we leave it up to each individual department or sub-department to determine how much or how little they want to tap into that.

Who are you mentors? Who do you look to for guidance in your business life?

I really enjoy reading a lot of business books and try to learn something from each of them and think about how to take certain parts and apply them to Zappos. Some of my favorite business books include Good to Great, Tribal Leadership, Peak, Made to Stick, and Tipping Point.

What is your strategy for continuing to learn the tools you need to grow your business?

I’m always interested in reading new articles and books!

Wow….

Cool stuff from my man, Tony.  That trip was a total life changing one for me. Aside from the hanging out with top notch entrepreneurs, all the Grey Goose & Tonics, the moving side-walks, world class sushi and incredible shows…I also got to meet an amazing person that changed my way of thinking.

Don’t get opportunities like that very often. Be on the lookout for them.

Get Tony’s book too!  ;)

The Real Reason I Hate Computers

By: Dan Kennedy on: July 13th, 2010 5 Comments

I want to share with you a very important key factor in my success, and the success of other entrepreneurs… keeping control!

We are finding that highly successful people are doing a better and better job of blending new technology with keeping control. Now there’s a lot of businesses and a lot of people who get trapped, being controlled by the technology and that’s why many of us often sound anti-computer, for example.

But the truth is the reason that I don’t like a computer is…
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Why You Need To Study Money

By: Dan Kennedy on: July 12th, 2010 4 Comments

Successful people have become, by necessity, great students of money and finance. There used to be a time where you didn’t have to be a great student of money management, unless you were way up there in the income brackets, because there weren’t a lot of money options available to you in the first place.

Pretty much everybody used a savings account if they used anything and that is about it. Well today you walk into your local savings and loan and they’ve got a menu that is more complex than the airline fair schedules to get from point ‘A’ to point ‘B.’ You got all sorts of options of what to do with your money don’t you? Just in selection of checking accounts you’ve got more options than you can possibly deal with.

Making money is such an important part of our total approach to success we have to become great students of finance. Not only do we have to become great students of money but of money management and investment strategies. And I believe that it’s important to be more advanced as a student of that than you are even prepared to use at this moment.

I think that’s another way to apply the principle of creating a vacuum. I began to study the stock market and penny stocks and mutual funds and all that several years before I was prepared to spend any money on it. I got the knowledge even before I needed it and I think that’s important. I think you need to be creating the ability and the money to use it will follow.
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Key to Competing Effectively

By: Dan Kennedy on: July 9th, 2010 3 Comments

We’ve been talking about the characteristics that successful people have in common and the first one we’ve identified is being innovative as demonstrated by the story that I gave you yesterday about the Dominos Pizza franchise.

Now, lets talk about the second characteristic that you find in successful people. In fact, it’s one of my favorites

The second characteristic we find in successful people is they have great marketing savvy. They are great students of marketing. They are really involved in marketing.

One the reasons why that’s so important is that in some respects the opportunities for the individual to start and build a business today are limited by the fact that there is more competition from big business.

Franchising is a marvelous example of that. Franchising was originally invented as a mechanism for the individual with a small amount of money to get into business and get some kind of a system to do business with.
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The Pizza Delivery Boat Lesson

By: Dan Kennedy on: July 8th, 2010 8 Comments

Perhaps my favorite example of innovation is Tom Monahan of Domino’s Pizza. In fact, I spoke about him for the ten years that I was speaking on The Success Tour.

Tom is a very innovative and creative guy and his innovative attitude has communicated through his ranks and I’ll tell you my favorite Domino’s story.

There is a Domino’s franchisee who bought a Domino’s pizza place and opened it at a resort area near a resort lake. Now the first problem with his market area is most of the residences live there only six months out of the year. It’s a place where people come in the summer and really nobody stays there in the winter.

The second problem he discovered shortly after he was opened was there was no way that he could deliver the pizza in thirty minutes or less consistently…you all know that’s Domino’s guarantee…because it’s a big lake and the houses are stretched all the way around the lake and trying to do it in a car was impossible.
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Brian Horn’s 5 SEO Copywriting Tips

By: Brian Horn on: July 7th, 2010 19 Comments

Search engine optimized copywriting doesn’t have to be difficult. The following SEO writing tips ensure that websites will be ranked higher.

A higher rank means more website visitors visit the site which equates to future sales and profits (obvi, right :) ).

Tip #1

Write valuable content

Provide website visitors with valuable information. If the website looks attractive but has poorly written copy, readers will leave.  Does the website offer current news in that specific industry? Is the information “evergreen?” Evergreen content is information that isn’t outdated.

Tip #2

Everyone loves a freebie

What free incentive does your website offer? Include a complimentary consultation or free sample in the call to action. “Click here” isn’t enough to grab readers’ attention. Website visitors need to take immediate action and a site’s call to action needs to reflect urgency. For example, “sign up today for a complimentary Shiatsu massage” sounds more attractive than “click here to receive a massage.”
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The A-B-C Success Formula

By: Dan Kennedy on: July 6th, 2010 3 Comments

All successful people have many, many differences that they are able to operate with and put together sort of into formulas of their own… but all successful people do have certain commonalities.

And that’s what we try and do.

That’s what any of one of us who records or writes material tries to do is to help people focus on the commonalities and still allow them room for the differences because when you finally put it all together your formula for success will undoubtedly be a little bit different than the one that works for me.

And the person next to you will undoubtedly be a little bit different than the one that works for you and me. But in all three of us there will be certain commonalities and when we’re focused on those commonalities the differences kind of take care of themselves.
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The Power of Context & Attention Marketing

By: Mike Capuzzi on: July 2nd, 2010 3 Comments

One of the biggest response killers I see with the marketing materials I critique for clients and coaching members has to do with what I call “marketing context.” By definition, context means the set of circumstances or facts surrounding a particular event, situation, scenario, etc.

In more practical terms, what I mean by “marketing context” is the appropriateness and sensibility of a particular marketing message delivered to a particular target in a particular way.

For example, you should be talking to your current customers/clients/patients differently than you would talk to a cold prospect. When talking to a customer, the context of your relationship allows you to be more informal and personal because of the existing relationship.

With a prospect, the relationship has yet to be created, so the context of the relationship is one of a “warm-up period” where, over time, you allow them to get to know, like and trust you. I always use the analogy of dating. Chances are most people do not ask their spouse to marry them on the first date. There is a courting period, an engagement period and finally marriage.
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