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Archive for the ‘Adversity’ Category


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.

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. 

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.

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Making Money From Hangovers, Zombies & Surprises

By: Dave Dee on: June 28th, 2012 2 Comments

In Las Vegas, anesthesiologist Jason Burke has people pay him to treat their hangovers.

His business, Hangover Heaven, administers a special concoction of vitamins, medications and amino acids to hangover victims at his “office,” a luxury bus.

Customers book appointments and get picked up all along the Las Vegas strip and ride in the bus while receiving their treatment.  Then they relax on board in a plush “recovery lounge”.

Run for Your Lives, is a 5K obstacle course where runners pay $77- $87, depending on how early you register, to be chased by zombies or $50+ to chase runners as a living dead zombie and spectators pay $32 to watch.

Not Another Bill is a company that sends you or a loved one a random surprise package in the mail each month. For example, a map printed on archival paper, laid onto cloth and then stored in a case…a Scandinavian scarf…or a leather coin wallet. The surprises are mailed to you each month with different ones sent depending upon if you’re a man or a woman. Cost is a little over $31.00 per month.

Here are four business lessons you can take away from these three atypical businesses:

Have Fun. Each of these businesses has an element of fun and entertainment.  A big part of success in business is enjoying what you do.

Think small, different, unusual. Business ideas don’t have to solve world problems or even major problems. When I talk to people about types of businesses, most think that they must create a product or service that has appeal to the mass market in order to get rich.

When you focus on a creating something that appeals to a small market, chances are your product will have little or no competition—which means your product will be much more valuable than if you market more of a commodity to the mass market.

Find a small gap and test it out on a small level. You never know what might be a huge moneymaker.

Target a very specific niche market to start with.

Finding and selecting a specialized target market is a safer and better bet than targeting the masses when starting out.

Look at it this way… if you want to sell your product or service to the general public, you need a substantial marketing budget because you’ll need to run ads in major publications, do massive direct mail campaigns and spend larger amounts on advertising on the Internet.

Try out your product in a small niche first. Find out if you can make money there first.

Hangover Heaven took their business to the target rich environment of Las Vegas first. They could have decided to target anyone with a hangover, but that would have been a wide net to cast. It’s easier and more effective to find a small select group first. Plus because it’s less overwhelming to figure out how to reach a small audience, you are more likely to take immediate action.

Test a larger market once you find success in a small one.  I imagine that Hangover Heaven will look at branching out to places other places with an “alcohol-friendly” strip such as Bourbon Street in Louisiana or Atlantic City.

Once you have experienced success in your specialized niche, it’s extremely easy to duplicate your efforts.  Plus you’ll have a lot more money and confidence to fuel your expansion plans.

You don’t have to target business to business. Don’t rule out ideas for the business to consumer niche just because you are used to selling business to business.

For example, if you are a fitness instructor that teaches other fitness instructors how to market their business more successfully, you could look for a new niche product for the consumer market.  Let’s say you are both a fitness instructor and a cancer survivor. You could create a fitness product that shows cancer survivors how to get back in shape after undergoing treatments.

In this case, you could start small by targeting only cancer survivors in your area or only cancer survivors that had the same kind of cancer you did.

Keep these in mind when coming up with product ideas and when looking at marketing products you already have. It makes sense to test out your product on a small scale before rolling it out to a larger audience. And you’ll lower your financial exposure when you avoid going into a market that is too big.

Selecting a specialized target or niche market is an easier and more effective way to get rich.  Plus, you’ll find that targeting a specialized niche allows you to charge more for your product.

What other lessons can you learn from these three business examples? Share them in the comments below.

NOTE: If you are looking for NEW advanced strategies that will help you sell your product or service at a higher price, multiply your effectiveness and prosper in a small niche, take a look at Dan Kennedy’s Advanced Magnetic Marketing . You’ll get real-world marketing examples with  detailed analysis on advanced strategies, Dan’s NEW, advanced and proven 5-step strategy, and his six-figure marketing formula that shows you how to unleash dormant value in your existing business.   Click here to learn more.

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.

No Magician Has a Greater Power Than Yours

By: Dan Kennedy on: November 12th, 2009 6 Comments

When you get your wake-up call at some Disney hotels, you hear something like: “It’s 7:00 A.M., have a magical day in the Magic Kingdom.”

No need to rely on Disney or anybody else to give you a magical day. You can create them for yourself at will, in your small business marketing or your own personal life – although, truth be told, in the imaginary Magic Kingdom or your own, the very best of days only has some magical moments or hours, some mundane ones and usually, some not so good ones.

Several years ago, in horse-racing, we had a magical night. Carla, my step-daughter Jennifer, and her three sons, Joe, Luke, Zach, all here to see one of our young horses run an amazing race, come from behind and win in dramatic fashion.

Then get their photo taken in the winners’ circle. Also that night, our 3-year-old trotter and priciest pacer (he a $75,000.00 critter) both finished 2nd in special stakes races, picking up about $45,000.00 in winnings combined, racing as good as they could possibly have raced.
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Unique Selling Proposition vs Dumb Slogans

By: Dan Kennedy on: October 6th, 2009 26 Comments

I was reading an extensive survey to measure the impact of advertising slogans. Among the slogans and advertising tag lines for 22 of the biggest U.S. advertisers, only 6 were recognized by more than 10% of the consumers surveyed.

In other words, not even 1 out of 10 consumers could correctly identify 90% of the slogans. 16 of the 22 advertisers had slogans no one knew – each spending more than 100-million dollars a year advertising them!

Three of these much advertised slogans scored 0% recognition. 0%!

Take the test, see if you can name any of the big, dumb companies that match these slogans:

  1. We’re With You
  2. That Was Easy
  3. The Stuff Of Life

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The Renegade Millionaires’ Simple Litmus Test 

By: Dan Kennedy on: September 30th, 2009 36 Comments

The job site CareerBuilder.com reports that 1 in 5 employees admits to giving bogus reasons for coming to work late. Some of the best are:

  • I dreamed I was fired,so I slept in. When I woke up I realized I was dreaming so I hurried in.
  • I went all the way to the office before realizing I was still in my pajamas and had to go home to change. That took a while.
  • I saw you weren’t there, so I went out looking for you.

Well, this sort of thing is to be expected from employees. Bogus or not. But not from entrepreneurs. And never from Renegade Millionaire entrepreneurs.
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The Top Secret to Success They Don’t Want You To Know

By: Dan Kennedy on: September 29th, 2009 36 Comments

There is a tendency amongst authors writing about “success” as well as entrepreneurs, small business owners and CEO’s telling their success stories to be warm ‘n fuzzy and present classically popular ideas palatable to the largest number of people. To say that nice guys win. That having a positive attitude and drawing little smiley faces above the i’s you dot will not only endear you to people but actually attract prosperity.

In truth, there is little evidence of this. None of it is harmful in moderation, but it conceals fundamental truth about ultra-high achievers: they tend to be tough, intolerant, hard-driving, demanding, competitive people often viewed as difficult, mean and ruthless by others. And they tend to have a profound sense of superiority usually viewed as arrogance. It sometimes gets them in trouble, but it is also an essential factor in their success.
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What’s Your #1 Job?

By: Bill Glazer on: September 24th, 2009 22 Comments

I had a recent consulting call with a client. I asked him about his progress on what we talked about during our past call and he reported that hardly anything got done because he had a lot of other things to do in running his business and was constantly being interrupted by employees with questions or who required advice.

That’s when I went into my rant that…

“What we talk about and agree to get accomplished should NEVER take a backseat to anything else he needs to get done. I reminded him that his #1 job as the owner and President of the company was the MARKETING!”

After all, it’s the marketing that’s driving sales and withOUT sales there is no need for anyone else to work in the company. No need for an accountant, customer service representatives, buyers … no one.
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Pity the Foolish Small Business Owner

By: Dan Kennedy on: September 22nd, 2009 10 Comments

Any moron can make money with new media where only little folks play.

But when the big, dumb, brand advertisers arrive – as they have in PPC advertising – the media cost skyrockets and that’s that. This should never be a sudden surprise – or a gradual one, either – to anybody with even small quantities of small business marketing knowledge, historical perspective and common sense.

The Big Lesson is what immature, under-priced media giveth, mature, over-priced media taketh away.

For a while, independent specialty retailers in jewelry, handbags, shoes, spicy foods, even electronics had this space to themselves, so search ads that popped up when someone typed “diamond necklace” or “DVD player” worked.

Now that BestBuy, Zales’ Jewelers, etc. have arrived in those categories, buying with little regard to direct ROI, the price per click on such ads has risen to unprofiable numbers. And that will continue to worsen as even bigger, dumber companies cheerfully pay more.
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