Archive for 2012


Four ways to add quick profits to your business…

By: Darcy Juarez on: December 28th, 2012 2 Comments

“Publish or perish.”

That’s what Dan Kennedy and Matt Zagula say in their new book, No B.S. Trust-based Marketing.

Dan continues, “Even if you are a proprietor of a local hardware store, landscape company, home remodeling company, etc., …you need to write and publish your own book as well as other information media such as newsletters, special reports, how-to-guides, and more. Anyone who seeks trusted authority and advisor status will publish, or perish.”

In an age of diminishing trust, establishing credibility and authority are increasingly becoming key factors to success. And there’s no doubt that published authors are considered trusted authorities.

In chapter 7, Dan starts out by saying that Matt Zagula points out that “author is in the word authority.”

But before you start thinking you need to run out and write a book, I’ll let you in on a little secret: That is not what I, nor Dan are suggesting here.

There are many things you can publish. In fact, information products don’t even have to be written. You can create video and audio information products too. Or create an audio program and have it transcribed to create a book or report.

Here’s a sample of some of the info-products you might want to consider for your business:

  • Newsletters
  • E-books
  • Special Reports
  • How-to Guides
  • Lists of resources
  • Insider reports
  • Expert interviews

Information products establish trust and credibility—making it easier to sell your core products and services at premium prices.

In addition, here are four additional reasons why you should consider adding information products to your business:

  1. High profit margins.  Consider that people value information differently than they do physical products. For example, the cost of an iPhone is worth a set amount. But an information product that promises to double your income in 90 days is worth a subjective amount to each person considering purchasing it. Combine this with the fact that you can create information products at a very low cost (especially if you create digital products that consumers download) and you have an extremely high profit margin.
  2. Create enduring information products once, get paid on them forever.  When you create evergreen information products they retain their selling power year and year. That means you do the work once and make money year after year.
  3. Easy and low cost distribution. You can create an e-book or a video series or special report with very low costs. You can use video, audio, and PDF files to create low-cost information products and with inexpensive distribution channels such as email, you can distribute your products instantly, automatically, easily and inexpensively.
  4. Eliminate commoditization. In a world where commoditization is a problem, you can set yourself and your business apart by leveraging your knowledge to create information products. Plus while there may be products similar to yours, there is virtually no competition for your product because no one knows exactly what you know, nor will they present it in exactly the same way you do. That means your info-product will be unique and won’t exist in any other place. You can also use your info-product to set your business apart even further by incorporating your unique selling proposition throughout your product. For example, if your unique proposition is that you are the only health club that includes a custom diet for your customers, you might want to talk about the benefits and importance of combining proper diet with exercise throughout your info-product.

Increase your credibility and authority this year by creating an information product. You’ll find it a low-cost way to increase your income  and set yourself apart from your competition.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Are You The Next “Casey Stengel” Of Your Marketplace?

By: Dave Dee on: December 27th, 2012 1 Comment

He never intended on being a coach.

In fact, his long-term goal was to be a dentist.

Athletically inclined, he played a number of sports including football, basketball and baseball, continuing on in the minor league in 1910-1911 where he saved enough money to go to dentistry school.

However, after having problems finding left-handed dentistry tools, he continued in baseball and was brought up to the Dodgers late in the 1912 season. It was then that baseball became his primary profession.

In 1914, after getting in touch with his former coach, Bill Diver, who was at the time the head coach of football and basketball teams at the University of Mississippi, he got his first coaching experience, coaching the baseball team at Ole Miss to a winning season.

While he was a good baseball player, he was by no means a superstar. But as a coach, he shined.

His name, Casey Stengel. Among his achievements as a coach, he was the only person to manage a team to five consecutive World Series championships.

He was nicknamed the “The Old Professor” or  “Perfessor” because he could talk at great length about anything baseball related. He was inducted into the Baseball Hall of Fame in 1966.

Imagine if Stengel would have stuck to dentistry? Or if he’d never gone beyond playing baseball.  He would not have been remembered or in the hall of fame. Not to mention all the lives he impacted as a coach.

Like Stengel, you may find not only a lucrative income stream, but coaching is where you truly shine. And there’s nothing like the feeling you get when you help someone achieve success.

Aside from the great feeling you get from coaching or consulting, here are seven more reasons you should consider adding it to your business next year:

  • It can be very lucrative. Whether you have a big herd, a small herd or no herd, coaching and consulting is very lucrative which means you only need a few clients to earn big money.  I actually talk about exactly how to do this in my courses Coaching and Consulting Bootcamp and Advanced Coaching and Consulting
  • It can help you create info-products to sell. Coaching and consulting allows you the opportunity to find out the biggest challenges your coaching clients are having which gives you unique insight to what type of products you should create and sell.
  • It positions you as an expert. Coaches and consultants are viewed as authorities in their field. Being seen as an authority and expert gives you credibility which can boost sales of your products and services because people want to buy from experts.
  • It can help you position yourself as a celebrity. You can use your expert status to position yourself as a celebrity.
  • Leap to big money fast. Not only does coaching and consulting give you a back-end product that you can charge thousands of dollars for, but as an expert and/or celebrity, you can charge more for your products and services.
  • Your marketing becomes better.  Because you have special insight into the fears, challenges, and desires of your coaching and consulting clients, you’ll have a better handle on what your other customers, clients or patients are worrying about, wanting  or dealing with. You can then  infuse this information into your marketing.
  • Coaches and consultants are in high demand.  More and more people want to be led by the hand. They want someone to show them how to do things. As a result you can charge big money to help them find the answers.

If you’re looking to really boost your income in 2013, consider adding coaching or consulting to your business. It’s a great way to earn more with less stress. Plus, you can add $100,000 to $1,000,000 a year as a coach or consultant, even if you’re a newbie.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Hunt “Whales” And Get Rich…

By: Dan Kennedy on: December 26th, 2012 10 Comments

January marks my 40th year in this business.

I have sold myself as a consultant, a copywriter, a speaker. I’ve sold products through info-marketing.  You can see a pretty complete list by clicking here…and even find a number of my info-marketing products at 25% through the end of the year.

I’ve sold my services and products in wildly prosperous times when customers were practically falling over themselves buying. And I’ve sold my services and products during dark times, with a shrinking economy, and seemingly nowhere in sight.

At the recent GKIC Info-Summit, legendary copywriter John Carlton joined me, and we presented three sessions on copywriting. John isn’t actively seeking new clients nor am I, but we both know there are “whales” in that pond and by sheer force of habit, we want to be seen by them, showing off.  (In the casino industry, a “whale” is a high-roller; a rich, repeat customer. I use the term to mean a desirable, valuable client.)

In this instance, John picked up a nice chunk of change from purchases of his copywriting course in “back of the room sales.” I was compensated too, by my relationship with GKIC.

Speaking on Peter Lowe’s Success tour, I built my herd (and my income) by sending letters to everyone in attendance, whether they stayed to see me or not.

I did not always get to show off in such nice places or in front of such qualified prospects. However even in the most unlikely places, I’ve found speaking a great way to grow my business.

I recall a bad speaking gig  in the 90’s, done as a favor, with a room of utterly unqualified prospects—but for one guy, who had just sold his company for $50 million.  He wanted to be a famous author and speaker, and paid me six figures to be his ghost writer and copywriter. This sort of thing is whale-hunting in the desert. There’s no good reason to expect any to be there, but then again you never know.  So you always show off what you know.

There were times I was on panels, with others better known than I, but a chance to show off, which I took, and used more smartly than the others, showing off broader knowledge. And I snagged a whales.

You may be about to tell me that showing off isn’t natural for you. That the very idea of speaking to a group terrifies you.  That you are shy.  Or that you find all this unseemly.  Or worst, that you resent it, and feel entitled to get work as whatever your profession is because you are skilled or talented at “whatever your profession” is.

Sorry, you’re not entitled to anything by skill or talent.

Even the U.S. Constitution was wisely written to guarantee only the right of pursuit of.  Nothing more. They said: go get it if you can.  And none of it has to come naturally or easily to you.  That, fortunately, is not a prerequisite for success. I stuttered uncontrollably in childhood and never totally erased it. I’m an anti-social, reclusive, bookworm by nature, not a born performer. I learned to show-off. So you can decide whether you want to stay glued to whatever your reasons are that you “can’t” or “shouldn’t have to” do these things, or you can be rich.

In speaking at GKIC Info-Summit, John and I know for certain there are whales. Whether you are in a room that is certain to have whales, or not, it is better to be showing off somewhere than nowhere.  And these days with the Internet, you can conduct webinars and promote them broadly and cheaply and hunt for whales at home. There is someplace available to you today and every day; to show off what you know.

NOTE:  As I mentioned, I’ve been in this business 40 years. I am in the trenches and intimately involved with clients’ and my own info-marketing on a day to day basis, adjusting to (and coping with!) changes, creating new blueprints as needed, creating new opportunities, making millions of dollars materialize from the thin air if ideas and initiative. I also have the richest background from long tenure and broad diversity in the field, dating back a full 40 YEARS (!) from 2013.

Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

 

Want An Army Of “Elves” To Promote Your Products?

By: Darcy Juarez on: December 25th, 2012 No Comments

“How does Santa get all those toys made and delivered?”

It’s a question kids have wondered throughout the years.

And with today being Christmas, as kids open their stockings and gifts, it’s a question that will be asked millions of times around the world.

Movies throughout the years have shown their explanation of how it’s done.

In the 2011 movie, Arthur Christmas, Santa’s oldest son Steve runs the command center for Santa, while a younger son, Arthur reads the letters to Santa and makes sure the children’s “orders” are filled. Armies of elves load up the sleigh with presents requested from kids around the world and a team of elves help Santa in an ultra-high tech sleigh, the S-1.

Sort of like being one of the elves, if you don’t want to come up with your own info-product to sell, or aren’t sure what to sell, becoming an affiliate for someone else’s products gives you the opportunity to participate and earn money without having the responsibility of running the operation.

You can find products that complement the products and services you already sell without having to incur the costs or hassle of distribution.

Or you can build your own command center and build an army of affiliates eager to sell your product for you—creating a significant increase to your income.

Here are seven additional reasons to consider adding an affiliate program to your business in 2013:

  1. You eliminate costs associated with selling your own product such as production costs,, order processing, shipping and distribution. Plus there are no licensing fees.
  2. You don’t have to carry inventory.
  3. You don’t have to hire any additional employees.
  4. You can choose from thousands of products and services.
  5. You don’t have to have any experience.
  6. You don’t have to deal with customer complaints.
  7. Often your affiliate provides you with the necessary marketing materials saving you time and money.

On the flip side, if you round up your own army of affiliates to promote your products or services:

  1. You can make money while you sleep. Having affiliates sell your products means you have a team of people selling your product at all hours of the day. Super Affiliate Secrets (now available at 50% off through this series) reveals that the secret to selling millions is to lure the best affiliates and build relationships with them.
  2. You can build an army of affiliates to help sell your products or services—without having to pay anything unless they bring someone to you.
  3. Building an army of affiliates can help you build your list faster.
  4. Affiliate armies can generate massive traffic to your site.
  5. You can create a mass affect and generate huge amounts of cash during launches.

There are two money-making sides to affiliate marketing. Whether you cash in on one side or both, affiliate marketing is one of the easiest ways to rake in six to seven figures per year. In fact, the amount you can earn is only limited by your desire, effort and imagination.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Four Strategies To Bring You Six (And Maybe Even Seven) Figures In 2013

By: Dave Dee on: December 24th, 2012 5 Comments

What are your goals for 2013?

I’m betting one of them is to make more money.

Grant it, I’m not going out on a limb here as I don’t think I’ve ever met an entrepreneur whose goal was to make less money than they did the year before.

Of course, this year getting customers, selling at decent profits and holding onto income will present new challenges.

Tax increases, regulatory fees and full-time jobs being converted to part-time jobs threaten to dampen or eliminate untold amounts of consumer spending.

This means new strategies, more appealing offers, and targeted compelling copy will be crucial to reach your monetary goals.

Today I’m going to give you four strategies that can add an extra $100,000 or more (I’ve seen businesses add $1 million or more using these.)

Add speaking to your business plan: Last Thursday, Dan wrote about the importance of gaining knowledge. No matter what your business, you know about something that others don’t. You can easily earn $5,000 to $10,000 or more per speech for a sixty to ninety minute talk. Plus you can often sell your product, add people to your herd and more.

Become a coach or consultant: One of the most lucrative streams of income is in coaching and consulting. In fact, many businesses end up making more money from coaching and consultant than they do from their initial business. You can add from $100,000 to $1 million per year as a coach or consultant.

Create an info-product to sell. Developing a profitable information marketing product to sell such as a newsletter, e-book, videos, book, etc. can transform an existing business into a six or seven figure business. Not only that, information products can be sold 24/7, meaning you’re not trading hours for dollars.

Make money with affiliate marketing. Affiliate marketing is a $7 billion dollar industry. There are two ways you can make money with affiliate marketing. You can build your own affiliate army to promote your products, services and launches. Or you don’t even need your own product or service to sell. You can add zeros to your bottom line by simply promoting other people’s products or services for them.

Each day this week we’ll drill down on each of these strategies and share the benefits of adding one or more of these to your business  and how each one can bring you an extra $100,000 to $1 million next year.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

READ THIS If You Want More For Your Life

By: Dan Kennedy on: December 20th, 2012 17 Comments

This time of year, where I am, it’s a good time to catch up on some reading…

Inside, by the fireplace, while outside, cold winds wail and snow swirls.

I have a relatively large library with thousands of books. Here are some of the books in my permanent and/or current reference libraries that I consider among the most valuable and valued. I believe working your way through this list will transform your life in ways you cannot even imagine. Note this is only a partial list of the books that I highly recommend reading, owning and using.  (NOT in any order of preference.)

Marketing

  • How To Write A Good Advertisement by Schwab
  • How to Make (At Least) $1 Million In Mail-Order by Joffee
  • Greatest Sales Letters Ever Written by Dartnell
  • True Believer by Hoffer

Biographies/Autobiographies

  • Be My Guest by Conrad Hilton
  • What They Don’t Teach You At Harvard Business School by McCormack
  • Secrets of Millionaires by Sterne

Business and Professional Success

  • The Success System That Never Fails by Stone
  • Winning Through Intimidation by Ringer
  • Psycho-Cybernetics by Maltz
  • Think and Grow Rich by Hill

Anything and everything by Jim Rohn. Anything and everything by Foster Hibbard. Anything and everything by Earl Nightingale.

One more that if you’ve been paying attention, you’ll note I recommend often, is What a Way to Make a Living—The Lyman Wood Story. This is for everybody, everyone who would call themselves a direct-response marketer. Rich lessons, but more fun than a barrel of monkeys.

Having just spent time at Info-Summit with legendary copywriter John Carlton, direct-response radio wizard and the brain that built Priceline.com, Fred Catona, author of Fascinate!, Sally Hogshead, and other rich direct marketing pros, an observation is fresh: these people are distinguished by their voracious reading, by their exchanging and scribbling down recommendations of things to read, by their “on alert” curiosity.

Theirs are very inquiring minds that want to know.

While there, I also joined a little dinner party of multi-millionaire venture capitalists and serial start-up backers. The two richest were the two most curious, the two least interested in b.s.’ing, most interested in discovering something they did not know from the new, odd fruit plunked onto their table—me.

“Have you read…?”“You should read…” are very common exchanges among the uber-successful.

Rarely do I conduct a consulting day that I don’t get, from the client, a worthy recommendation of something to read, scribble a note, hand it off to my assistant, and get a book sent from Amazon.

Occasionally, people drop out of the No B.S. Marketing Newsletter, with the excuses that “it’s all too much to read” or “I don’t have time to read it”. Really successful people laugh when they hear this. It is as inane as saying you have no time to eat or breathe. Too busy to sustain life.

Earnest acquisition of electric knowledge is the “secret” of the successful. Not having time for it is a choice of the poor.

If you ask a successful or rich person at 5:00 P.M. what he knows that he didn’t know at 7 A.M., he usually has an interesting answer.

If you ask a poor person the same question, he almost never has an answer. He’s been busy, though, that you can count on.

NOTE: Speaking of books, I’ve just released No B.S. Guide to Marketing to Leading Edge Boomers & Seniors. This is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it—on just about everything, and more of it, at higher than average prices than any other consumers.

Young Entrepreneurs…How To Lay The Foundation Today For Your Children’s Business Success Tomorrow…

By: Darcy Juarez on: December 18th, 2012 2 Comments

One of my goals for 2013 is to see more people learn what direct response marketing is and how to get results with it.

And while there are a whole lot of people that don’t know about it yet, one change I’d love to see is in teaching people about it at a younger age.

This year, “Take our Daughters and Sons to Work Day” program will be celebrated Thursday, April 25, 2013.

The day was originally started as the “Take Our Daughters to Work” program in 1993, but was extended to include boys in 2003.

The idea is to give children an opportunity to explore careers at an early age.

More intriguing to me is the idea of teaching young people what they aren’t learning in school about running a successful business.

At GKIC, VP of Business Development, Aaron Halderman, has four daughters. He is teaching his four daughters about how to run a successful business and even helping them to start their own business.

Last year at SuperConference (he’s also scheduled for 2013) you heard from former CEO of Guerilla Marketing and Founder of Icon Builder David Fagan, on how he helped his daughter, Jordan start a business www.cashclubkids.com when she was 12 years old.  She has also co-authored a book, “How to Make it Big by 17.”

Recently I heard from another GKIC member who said her 16 and 20-year-old nieces, after she told them about Dan Kennedy and what he does, have asked for some of his books  for Christmas. The 20 year old, despite being a graphic arts major and learning marketing at a prestigious college had never heard of direct response marketing.

A couple of weeks ago, Forbes Magazine ran an article on the CEO of Ann Taylor and founder of billion dollar women’s clothing retailer LOFT, Kay Krill.

One of the things Krill discussed was an initiative Ann Taylor is doing called ANNpower Vital Voices Initiative which gives grants and mentoring to high-school girls. The company is investing $1.3 million in the program to develop young women.

Krill said the initiative honors 50 girls each year who help their community be better. They also provide leadership training, grants and mentoring to high school girls. As one of the few women to achieve high level leadership status (less than 4% of CEO’s are women and only 15% are board members,) Krill said she doesn’t believe girls get enough leadership training.

She also believes that women have a hard time figuring out how to have a family and a career at the same time. Krill said she was mentored by Shelly Lazarus, former CEO of Ogilvy & Mather and currently serving as chairman emeritus, who is a mother of four children. She said Lazarus helped her figure out how to juggle both family and career.

Krill’s secret to doing both?

She said Lazarus told her you have to “jettison the people and things out of your life that don’t matter, and focus on what’s meaningful to you.”  Krill says that “Nobody can have it all! Men or women. But you can have what you want if you focus on it and figure it out.”

I want to say that while I’m talking about women here, this applies to men too. Men also have to balance family and careers. Boys also have to learn about direct response marketing and how to run a successful business. Just like women, when you focus on your development and ambition and look to mentors  who have reached the success you desire, you can figure it out and accomplish whatever you want too.

The other thing I want to mention to the men is that the women in your life need your support —whether it’s your wife or your daughter—or whether you are a peer or mentor to women. You play a significant role in their development (and vice-versa, of course.)

I’d like to hear from our GKIC members—what are you doing to mentor your sons, daughters and young people on running a successful business? What do you think young people need to learn more of in order to rise to the top down the road in their careers and businesses? Post your comments in the comment section below.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Slay The Dragons In Your Business

By: Dave Dee on: December 13th, 2012 11 Comments

Tomorrow the movie The Hobbit: An Unexpected Journey opens in theaters.

Based on J. R. R. Tolkien’s fantasy novel The Hobbit, the movie is basically about killing dragons and finding treasures. (Great metaphor for business, wouldn’t you agree?)

There’s been a lot of hype and excitement surrounding the movie, so let’s dig deeper and see what you can use to slay the dragons in your business.  For instance, things like how to sell more and market better so that you can find the treasures in your business…

More customers, money, time, and the freedom and flexibility you’ve always wanted.

In the Ultimate Celebrity Promotions Swipe File, Dan Kennedy says, “Celebrity is the most powerful marketing force.” People are obsessed with celebrities and can’t get enough news about them. Incorporating celebrity into your promotions is something that works in virtually every market with any product or service.

Denny’s Restaurant tapped into the celebrity of The Hobbit movie, scoring a lot of free press in the process, by creating a Hobbit-inspired menu that will run through January.  The menu basically has the same items, only they’ve changed the names to include Hobbit-related terms and characters like the Hobbit Slam, Gandalf Gobble, and Frodo’s Pot Roast skillet.

To seduce people back to Denny’s and increase sales, Denny’s also made collectable Hobbit playing cards. You can collect up to 12 different playing cards. Plus they engaged their audience further by creating a treasure hunt. Placing QR codes on their placemats, restaurant goers can use the codes to find additional content.

What fun celebrity-related engagement ideas can you think of to skyrocket your sales and gain instant attention?

People love to have fun and be entertained. No surprise there. And, of course, Denny’s isn’t the only company having fun and cashing in on the Hobbit celebrity factor. The airline Air New Zealand is featuring crew members dressed in Middle-earth garb in a Hobbit-themed safety video. Branding themselves as the “Airline of the Middle of the Earth,” they took something that could be boring and monotonous and made it entertaining.  (Not to mention they’ve already received 9.9 million hits on YouTube.)

Getting customers to read about insurance, taxes or how-to or safety instructions, for example, might be important, but typically they can be rather boring—which means stuff like this might not get read even though everyone should read them.

How can you make something that is dry, but important in your business more entertaining?

In a review I read about The Hobbit: An Unexpected Journey, the reviewer said the last two hours were “full of cliffhangers.” Presumably this is because another Hobbit movie is expected to be released in December 2014 (with the third and final chapter arriving in December 2015.)

In your business, the single most expensive thing to do is getting a new customer. That means that once you get a customer, you want to do everything you can to hold on to them, right?

In fact, Dan Kennedy taught me that you want to spend a lot of attention on turning them into the best possible asset they can be.

In How to Create Personality in Copy, Dan talks about the reasons why some customers become “customers for life,” none of which are obvious. For example, you will not keep customers for life based on the value of the education or information you give them.  What keeps them coming back for more is that they see you as an interesting person.

By creating a relationship with your customers, when you write emails, letters, and other ongoing copy to your customers, clients and patients, using cliffhangers in your story will compel them to come back to find out what happens.

How can you start including cliffhangers in your marketing stories to keep customers coming back?

You don’t have to use all of these in your business, but incorporating at least some of them will help you slay the dragons that plague you. Imagine how using them can lead to long awaited and even unexpected treasures (like creating a viral video such as Air New Zealand.)

So think about how you can use these in your business to get the results you desire. Your comments are always appreciated, what other tips can you learn from The Hobbit?

NOTE: If you like this blog and the tips and strategies provided here…but haven’t checked out the GKIC Success Club at social.dankennedy.com go there now and enroll.  Members just need to enter their e-mail address and password (if you don’t know it you can enter a new one) and you can get into various groups and forums to learn what other members are doing, ask questions and share your best tips or go to one of my favorite forums “101 Best Marketing Campaigns of All Time“   If you aren’t a member yet…don’t worry, we’ll let you preview our membership for free for 60 days.  Just go to www.dankennedy.com/incrediblegift and you can then get instant access to the social site as well. 

How To Sell Better, Even If You Aren’t A Skilled Copywriter

By: Dan Kennedy on: December 11th, 2012

A recent encounter at Info-Summit reminded me of a powerful technique you can use to multiply your income…

You can use this whether you are experienced or not, have skill or not, or know very little or a lot about your industry. In fact, even if you consider yourself an amateur copywriter, you can use this to out-perform an experienced pro.

It’s a rare secret advantage far too few businesses use. It’s revealed in a story about a young baseball player…

The year was 1907.

Frank Bettger was fired from Johnstown Pennsylvania, Triple State baseball team.

Shocked, he went to his manager and asked him

Frank Bettger was fired from Johnstown Pennsylvania, Triple State baseball team.

Shocked, he went to his manager and asked him why.

His manager told him that he was lazy and told him he dragged himself around the field. Believing himself ambitious and wanting to get to the top, that was the last thing Bettger expected to hear.

His manager’s parting words, “Wake yourself up, and put some life and enthusiasm into your work!”

Bettger reported to his new team in Chester, Pennsylvania where he took a pay cut from $175 per month to just $25 a month.

Bettger says, “Well, I couldn’t feel very enthusiastic on that kind of money, but I began to act enthusiastic.”

His new enthusiasm gained him a trial at a team in New Haven, Connecticut. Inspired, he made up his mind to establish himself as “the most enthusiastic ball player they’d ever seen.”

It paid off. In just ten days he raised his salary 700%, from $25 per month to $185 per month..

Within two years he was playing third base for the St. Louis Cardinals, multiplying his income thirty times.  Bettger says, “I got this stupendous increase in salary not because I couldn’t throw a ball better—or catch or hit better, not because I had any more ability as a ball player…Enthusiasm alone did it.”

Later, after a bad accident forced Bettger to give up baseball entirely, he returned home and began selling insurance.

After ten months of miserably failing as an insurance salesman, Bettger believed he was no good at selling and would never succeed.

Remember the lesson he’d learned from his manager in baseball, Bettger decided he would put enthusiasm into selling insurance. He soon discovered that he could make up for a lack of experience, a lack of skill, and a lack of know-how in selling with sufficient enthusiasm—but that no amount of skill and know-how can make up for the absence of enthusiasm. Using enthusiasm he turned his life and income around, becoming one of the highest paid salesmen in America.  Frank Bettger reveals that “enthusiasm makes a difference” in his book,  How I Raised Myself From Failure To Success in Selling and observes:

“Enthusiasm is by far the highest paid quality on earth, probably because it is one of the rarest; yet it is one of the most contagious.”

Enthusiasm is just as important in print as in face to face selling.  Infusing your sales letter or advertisement with sincere yet intense enthusiasm is one of the ways an “amateur” copywriter can beat the efforts of an experienced pro.

This is why you can’t just sit down and write your ads, sales letters, and brochures “on command” like you can sit down and do bookkeeping. You have to work up some enthusiasm for the task as well as for the proposition you’ll be putting across.

Imagine your own reaction when you are in a store with someone obviously eager to help you, who looks you in the eye and shows genuine excitement that you are there. Versus someone who acts like you’re interrupting what they are doing or as if they don’t care whether you buy something or not. Written copy can have the same effect.

If I’m going to write first thing in the morning, as I often do, I try to set my subconscious mind working on that particular project while I sleep. Sometimes I wake up with the “big idea” I need. Other times, I wake up with ideas and a readiness to write.

I don’t think you should force yourself to “grind out” direct-response copy when you don’t really feel like it; the result will be flat and mechanically assembled; it may be technically correct in that it has a headline, subheads, bullet points, an offer, a P.S., etc., but it will lack spirit.

However, forcing yourself to be enthusiastic works. Bettger said that when he forced himself to act enthusiastic, he soon found himself enthusiastic.

The person who is genuinely enthusiastic about what he is selling definitely has an advantage. If you feel you could use a boost in enthusiasm, try recording the sales pitch from your most enthusiastic salesperson, and transfer it to paper.

Never underestimate the power of enthusiasm and the advantage it can give you. Over the years, the clients I’ve done the best work for and have been the most successful with have been passionate and enthusiastic about what they sell.

NOTE: If you plan to hire a copywriter to give you an advantage, be sure to read GKIC’s free report, “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!” Get your FREE copy here

Three Ways To Offset The Fiscal Cliff

By: Darcy Juarez on: December 6th, 2012 2 Comments

With the end of the year looming, U.S. government officials don’t appear to be any closer to a resolution for the pending “fiscal cliff.”

Falling off the cliff would most likely mean a recession according to some economists.

What happens then? A more dramatic version and acceleration of what’s already happening: the middle shrinks.

People still buy necessities, but the middle freezes up, afraid to spend discretionary money.

Even on necessities, Dan Kennedy says, speaking from experience…

“The profit margin goes away, as merchants at the bottom battle over consumers’ shrunken spending power with price cutting as the only weapon…big companies even sell products below cost just to keep factories, stores, and offices open, thus crushing small businesses.”

The good news is there is a way to offset pending gloom and doom. However, you’ll want to start preparing for it now.

Today we’ll take a look at a few suggestions from Dan Kennedy and GKIC members who no longer worry about things like this—having learned how to create what Zig Ziglar called your own “personal economy.” (You can read Zig’s description here: Zig Ziglar: One Of The Best Gifts You Could Ever Receive)

It’s something you can do too.

Here are the top three ideas for preparing your business so you can offset the fiscal cliff.

Niche your business. GKIC member and co-owner of Cater Galante Orthodontic Specialists Dr. Donna Galante says between 1997 and 2007 her business was growing gangbusters. In fact it was growing 25% a year minimum and at times doubling. Then in 2007 her business tanked. She says, “The phones stopped ringing and in 12 months’ time we had lost 30% of our revenue and production.” In one of the hardest hit industries in the country, orthodontics, which is considered an elective, was down 47% nationwide.

She says, I kept thinking about what Dan was always saying about how “there are riches in niches.” So Dr. Galante decided to specialize in the niche area of Invisalign, a proprietary orthodontic treatment which uses a series of clear, removable teeth aligners as an alternative to traditional braces.

Things turned around very quickly for them as her practice became one of the top 1% producers of Invisalign nationwide in 18 months’ time.

Recession-proof your business. Look no further than Dan Kennedy to know how to recession proof your business. In his book, No B.S. Marketing to the Affluent, Dan says “Those in the middle are the most affected by recession. They tend to be living at their means or above their means, yet spending only about 60% on necessities. In recession, they stop spending the other 40%. They just cramp up. So merchants selling to them don’t see a 5% or 10% drop; they get whacked with a 40% drop. Even price cutting doesn’t help much.”

His advice? “Trade up.” The richest 20% of the population account for more than 60% of spending in our economy. It’s just as easy to sell to the affluent masses who are least affected by tough times.

To get started, set yourself up to attract the affluent and their money. First transform your business to appeal to and attract the affluent. In other words, find out where the money is and then go get it. To market to the affluent, study who your affluent customers are, where they are, what they buy, why they buy, and the best ways to get into sync with them.

Learn how to “speak to sell.”  GKIC member and co-owner of Bradley Communication Corp., Bill Harrison gives this advice”: “Learn how to speak to sell.” He says, “In 2002, we almost went out of business because of the post 911 recession. We were really hurting and my brother went to a conference he had spoken to before and had never come home with more than $800. That year he came home with $67,000 because of what we learned from Dan about platform selling.

GKIC member and owner and chief instructor of Unified Martial Art Academy, Dwight Woods  says his business would have folded had he not learned how to persuade people about the benefits of his products and services.  He says, “I always taught for the love of the art form and thought that selling was evil. I’ve realized that you are no longer a hobbyist once you are in business, so you better learn how to sell.

In a recession, when you get someone on the hook, it’s essential to be able to move them to asking you what they should buy as quickly as possible. Whether you are speaking to one or to many, selling in person or through the mail or online, you must find your voice and learn how to speak to sell.

One way to make this easier is to eliminate your competition before you get into a selling situation.  In Dan’s sales system, detailed in Sales & Persuasion Strategies, he stresses the importance of eliminating the competition by making you, your product or service a foregone solution—this way you are dealing with clients, customers or patients who are pre-determined to buy from you and you alone. This not only makes the sales process go faster, but you no longer have to compete on price.

Don’t wait to see what happens. Get prepared now.

So what are you doing to prepare your business? Share your ideas in the comment section below.

NOTE: If you want to get on the “fast track” to creating your own personal economy and join the economic elite and discover the proven path for thriving, prospering and creating fortunes during these uncertain economic times, you can now. Discover the untold wealth attitudes, behaviors and strategies that’ll allow you to EXPLODE your income…and make you immune to a recession and countless other roadblocks that could sabotage your success!  Get Wealth Breakthroughs Now for 30% OFF!