Archive for the ‘Celebrity’ Category


3 Mistakes to Avoid if You Want To Sell $1,000,000+ of Information Products

By: admin on: November 4th, 2014 No Comments

In the past 12 months I’ve sold more than $1,000,000 of information in the form of my Celebrity Launchpad and Instant Local Celebrity Mentoring (group coaching) products, my New TV Power home-study kit, and my books Break Through Your Upper Limits on TV, What They Teach You at The Wharton Business School, and The Greatest Book of All Time.

In the process, I’ve earned the GKIC Info-Marketer of The Year Award from my mentors Dan Kennedy, Dave Dee, and the other fine folks at GKIC. And I’ve accomplished all this with a staff that includes me, my wife, a part-time Virtual Book-keeper, a very part-time Virtual Assistant, and a summer intern — my daughter who needed to earn extra money so she could go to Italy with her boyfriend during summer break from USC.

These 7-figures of sales have created the opportunity for me to work with and empower almost 300 entrepreneurs to make a difference and a fortune sharing their messages on ABC, NBC, CBS and FOX Local TV News and Talk shows all across America, and I’ve become good friends with many of my clients.

If You want to achieve this $1,000,000 level of sales in your info-marketing business, you must avoid these 3 big mistakes:

1) Lack of Unique Positioning.  Dan Kennedy always lectures about how key it is “to show up like no one else, in a category of one.” You will doubtless hear him say those exact words from the state at Info-Summit or most any speaking engagement. In my work, I attribute much of my success to the fact that I have remained focused on my unique position in the marketplace as The Only Person In The World Who Teaches Authors, Speakers, Coaches and Entrepreneurs How To Create Celebrity With Local TV News & Talk Show Interviews.

2) Lack of Celebrity. Dan Kennedy has written “If you aren’t deliberately, systematically, methodically — or rapidly and dramatically — establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fueling the entire economy around you, neglecting development of a measurably valuable asset. Then the question: do you have a plan you are following, working, implementing, step by step to make yourself a (bigger) celebrity? If not, why not? If not now, when?”

People don’t buy much high-priced stuff from “Nobody’s.” In order for you to get someone to give you a lot of money for your information products, you have to be a “Somebody.” At Dan’s Advanced Wealth Attraction Academy event in June, he talked about the importance of “Who-ing.”   He actually went so far as to say, “If you’re not focusing on making yourself a bigger, more important Who, then you’re focusing on the wrong thing in business.”

In my own experience of doing 61 TV appearances over the past 3 years, and helping my clients to book themselves on more than 1469 TV appearances, including Good Morning America, The TODAY Show, Dr. Oz, CNN, The Daily Buzz, etc., the impact of those appearances and actively, aggressively leveraging those Free Marketing Videos produced for you by ABC, NBC, CBS and FOX TV stations, cannot be replicated — regardless of how much you can spend — with any other form of marketing available to entrepreneurs like you and me.

3) Lack of Strong Guarantee. The Guarantee that I provide to Celebrity Launchpad attendees is that they will be invited to do at least 2 appearances on ABC, NBC, CBS, FOX or CW News & Talk shows by the end of their 4-day live event workshop, or else I’ll refund their entire $10,000 investment PLUS $500. In actuality, the least that anyone has achieved has been 4 invitations to appear on TV shows, and the average attendee at the past 14 Celebrity Launchpad live events has been invited to appear on 8.2 TV appearances per person. If you are truly an expert on your topic, your product should deliver results for your clients, and your success will be greatly influenced by how strongly you can Guarantee those results. At Info-Summit in St. Louis, I’ll be introducing a new “ON-AIR Guarantee” for my Instant Local Celebrity Mentoring experience, and I predict that this will have a very positive impact on sales.

If you are going to be at Info-Summit 2014, please join my wife, Ali, and me on Friday November 7 for a special luncheon and presentation: How You Can Create Celebrity For Free With Local TV. All we ask is that you RSVP with us to reserve your place at the luncheon by stopping by Exhibit Booth #15

BIO: CLINT ARTHUR is the GKIC Info-Marketer of The Year, and the author of Break Through Your Upper Limits on TV, and What They Teach You At The Wharton Business School. He has appeared on Network TV more than 61 times, and has helped his students book themselves on more than 1459 appearances with ABC, NBC, CBS, FOX & CW News & Talk shows through his Info-Products.

Five Stealth Persuasion Secrets That’ll Get Your Prospects To Buy From You

By: Dave Dee on: August 2nd, 2014 4 Comments

While interviewing Founder and CEO of Mandalay Entertainment Peter Guber the other day, I asked him about his new book and why he wrote it.

His answer revealed an important point as to why anyone who wants to be more successful should create an information product—whether it’s writing a book, creating a webinar or recording something on audio.

He said that writing a book (i.e. creating an information product) is another means of advancing the thought process and putting it in a format in which people can use those ideas.

In other words, for himself, he did it as act of self-discovery and to advance his own personal knowledge and understanding of the subject.

For others, he did it as a means of giving people meaning to the information that he was sharing.

I love the answer he gave, because it makes total sense. Through the process of creating an information product about a subject, you learn more about it which helps you to formulate new ideas and advance your own knowledge.

And for others, it gives them another way to digest your information that will also help them formulate new ideas and have a better, more advanced understanding of the a subject.

This is a key concept to understand.

Because as business owners, we ALL need to educate our consumers better.

In fact, educating your consumer will make him/her more loyal to you. The more loyal a consumer, the longer they will stick with you. The longer they stick with you, the more they will buy. The more they buy, the bigger champion they become. The bigger champion they are, the more likely they are to refer people to you. (And let’s not forget that referred customers tend to be more loyal and spend more.)

So creating information products is about much more than trying to make a buck or two. Done right, creating information products will advance your own knowledge, plus it will help you to create better (and more) customers.

But to do those two things, there’s something you’ll want to do in every info-product you create and that is…

You’ll want to persuade.

For example, if I go to the orthodontist to get braces for my son and the orthodontist asks me what kind of braces I want with no explanation of the difference, I’m likely to go with the least expensive choice that will get the job done.

If he takes a little time to explain the difference, I may choose a more expensive option, however it will depend on a lot of factors including if I feel I have enough information to make a good decision.

But if the orthodontist gives me a book that explains all the different choices I have, what his philosophy is for how he chooses braces for his patients, and what his beliefs are about the different product lines based on his experience, then I have a lot more information to make a better decision.

Am I right?

Now let’s say that the orthodontist believes Invisalign Braces are the best choice in most cases. Despite that being the more expensive choice, I am likely to take it since the orthodontist has now laid out his philosophy and the reasons why this is the best choice.

And because the orthodontist took the time to lay out all the choices, he may have an even more advanced understanding himself as to why he feels that way.

Sure, the orthodontist could explain all of that in person, but let me ask you something—

Where will I be more likely to feel like I’m being “sold” and where will I feel like I’m being “educated”?

Option1: When the orthodontist tells me in an appointment what he feels is the best option?

OR

Option 2: When I am handed a book that explains all the options and I have time to absorb the information?

Option 2. Because I’ll have all the information in front of me and will feel I can make a more educated decision.

Taking all of that into consideration, here are some things to include that will help you achieve those two goals:

1)      Sell them on your concepts. If you pay close attention, you’ll notice that Dan Kennedy’s books, courses, news-letters, articles, etc. all explain and educate people on his concepts. That repetition helps people better understand these concepts and advances their success.

What concepts do you want your customers to understand? Know what these are and make a list of them so you can refer and be guided by them.

2)      Sell (or re-sell) them on your philosophy. This is another thing Dan does well. Everyone has a philosophy of how and why things should be done. What’s yours? Be sure to have a good understanding of this and incorporate it into your products so that your customers can adopt it too.

3)      Re-sell your products. Reminding people what your product will do for them will help your customers get more out of your product because not only will they know what to expect, but subconsciously they will be looking for it.

4)      Sell them on the opportunity your product or service provides. It’s not just the physical value that your product or service brings to your client, customer, or patient. What opportunities will they experience as a result of using your product or service? For example, will they experience more freedom and fewer struggles?

5)      Sell them what’s next. Once you have laid out your philosophy, concepts, their choices, and so forth, you want to be sure and include the steps for what they should do next. You may even want to include a limited time bonus gift to create some urgency to take the next step.

Create info-products that “sell” these five things and you’ll help advance both your understanding and your customer’s…and when you do, you’ll not just make a sale, you’ll convert a prospect into a customer, which is an entirely different thing.

**What’s HOT at GKIC This Week Through August 4, 2014**  If creating an info-product to educate your customers and advance your own knowledge sounds like a good idea, but you’re feeling overwhelmed by the idea, then I have some GREAT news for you.

This weekend ONLY we are offering Dan Kennedy’s Foolproof Recipe For Creating Product That’ll Explode Your Income, Create Customers for Life and Make YOU the “go-to” Person In Your Niche.  It’s called the Info-Product Recipe  PLUS we’re offer a special exclusive training that the creator of Product Launch Formula, Jeff Walker did for us.  In it he gives the EXACT process he used to create his initial Product Launch Formula—which generated $600,000 in its first week. The best part is this is a super simple, EXTREMELY quick way to create a product FAST—plus he’ll show you how to do this even if you don’t have a list.

To learn more about how to get this training, click here.

A Horribly Neglected Ad Strategy That Still Gets The BEST Results

By: Dave Dee on: July 29th, 2014 2 Comments

Recently, my good friend Frank Kern told me he ran the single most successful test he has done in 15 years.  Here’s how the test came about…

Frank analyzed an ad that was responsible for growing a tiny company into a BIG company by generating some three million leads (from that ONE ad)…

It was also the inspiration for ads created by David Ogilvy, one of the most sought after advertising executives of all time.

In fact, Ogilvy took this ad, analyzed it, perfected it, and systematized it. He then used this system to create 17 ads which were responsible for growing Ogilvy into a 1.4 Billion (with a “B”) business back in the 1970’s.

Despite how wildly successful this ad system was, it, and the system Ogilvy developed from it, were largely forgotten about as people moved on to the “next new and shiny object” placed in front of them.

That is until Frank ran across it again and decided to do a test.

Here are a few things that Frank says about why this worked so well and why this strategy will work better than just about anything else you can try these days:

It didn’t try to sell anything. The ad wasn’t full of hype or sales tactics. In fact, it didn’t try to sell anything at all and instead gave away something free to the reader. Plus it didn’t use any fancy copywriting techniques. It is a simple, basic and non-sophisticated formula that you could use in all types of media.

It focused on the right kind of value.  Typically an ad will deliver “practical value” which means the ad addresses the things your product or service does. For example, a restaurant will cook you a meal. A coffee maker will brew you a cup of coffee.

But what fuels a buying frenzy is when you deliver intrinsic value. This is the unseen value which can really drive frenzy and get people clamoring to pay you more for your products and services.

For example, suppose you want to have steak for dinner. You can choose between Longhorn Steakhouse or Ruth’s Chris Steakhouse. They both will cook you steak. They even have similar items on the menu such as a baked potato, salad, and a center cut steak.  But Ruth’s Chris Steakhouse charges much higher prices, and people are willing to pay it. Why? Because Ruth’s Chris Steakhouse has that “unseen value” associated with having a higher intrinsic value.

It addressed reader skepticism.  Now more than ever, people are skeptical. They don’t trust marketing and advertising. Rather than ignoring this fact, the ad addresses this skepticism right up front by telling people why they are doing the ad.  This confronts the obstacle head on and eliminates their skepticism before continuing on with the message.

It explained why not all the information was included in the ad. It gave a logical explanation for why all the information the reader would need was not included in the ad—therefore giving the reader a good, solid reason for why they should contact the company for more information.

The headline uses presupposition. The headline uses the brilliant technique of presupposition. It presupposes that you want to know something about the topic and it also presupposes that there is something you don’t know. This is a great technique that will increase your readership and raise curiosity.

Use these strategies to generate more leads, customers, and create a frenzy that causes people to want to pay you more for your products and services.

Yesterday Frank released a brand new video where he took this concept from a theoretical level down to “how you do this in your business.”  This was in all honesty one of the best trainings I’ve seen in a long time (I took two full pages of notes) and right now he’s giving it away.

Click here now to get the video.  Yes, to get the video you have to give an e-mail address, but if you don’t like it, and don’t want more, just unsubscribe immediately.  You’d be crazy to do that, in my humble opinion, but it’s an option.  In this short video he explains the concept of an “internal decision trigger” where in essence you get the prospect to sell themselves your product or service.  In a word it’s amazing.

NOTE: If you’d like the template and swipe file Frank created from the Ogilvy ads, he’s giving them away free right now along with the swipe file of the Ogilvy ads, and the case study of the test he ran using the template. You can get them all at no charge by clicking here NOW.

5 Tips For Selling More Of Your Product or Service Using Stories

By: Dave Dee on: July 8th, 2014 1 Comment

“If you can’t tell it, you can’t sell it.”

So says Peter Guber.

Guber is Founder and CEO of Mandalay Entertainment, a business dynamo that spans movies, TV, sports entertainment and digital media.

And I agree!

Guber’s hit films include Batman, Soul Surfer, and Rain Man. He also owns the NBA Golden State Warriors franchise and is co-owner of the Los Angeles Dodgers. He also appears on TV as the weekly entertainment and media analyst for Fox Business News, to name but a few of his accomplishments.

How does one person accomplish so much? Peter Guber says he has long relied on purposeful storytelling to motivate, win over, shape, engage, and sell.

He also says that what started as a knack for telling stories in the entertainment industry spilled over and evolved into a set of principles to achieve other goals.

This isn’t the first you’ve heard of the importance of storytelling. Dan Kennedy has long championed the idea that “stories sell.” They can help you capture your customer’s attention and sell your existing products and services better. They can build your reputation. They can engage your customers and turn them into loyal, raving fans. And much more.

And one more way to look at stories—they can serve as your inspiration for a product you create to sell.

Let me show you what I mean.

Here at GKIC, when we hear the same questions over and over from people about a particular topic, we know there is interest in that topic.

For example one area we get a lot of questions about is how to write persuasive copy that sells.

Why do we get a lot of questions about that? Because we have a story to tell about it. (Namely that Dan Kennedy, myself and our team of GKIC copywriters have all created persuasive copy that has sold millions and millions and millions of dollars’ worth of products and services.) This makes our story more valuable.

Therefore, knowing we have a valuable story to tell becomes the inspiration to create an information product to sell.

Here are five tips for finding your story that sells:

1)      Assess. What are the stories you tell over and over again? Do people always ask you about how you get so many customers? Or how you got your start in the business? Or how you are able to raise ten kids and stay sane?

If you are asked the same questions over and over, then chances are people are curious about how you did something and this could be a good indication of “your story” that will sell.

2)      Ask questions and dig deep. Often times, you have a GREAT story, you just don’t know it. Because it’s your life, it may seem boring or irrelevant, but to others, it’s “the” thing that hooks them.

This is frequently revealed when you dig deep and look for a “story behind the story”—much like the greatest journalists of our time do. Journalists find stories by using this technique and accomplish it by asking a lot of questions and assembling facts. In doing this, they often uncover the most intriguing nuggets and reveal the most fascinating part of the story.

What are the details of your story? Are there details you don’t tell very often (because people don’t know to ask you about them,) but when you do, they are riveted? This is the story behind the story.  Tip: You know you are on to something when revealing some details spawn many more questions.

This can also be the most painful part of your life. A great place to look for examples of this are in weight loss stories or rags to riches stories—where the writer describes in great detail hitting rock bottom and the secret that brought them huge success.

3)      Ask what big problems you have solved. Do you have a great story about how you solved a big or common problem? If you have more than one, select the story that best solves the problem and/or choose the problem you can best solve in relation to your prospective competition.

For example, let’s say you can solve the problem of attracting new, high quality customers and you can solve the problem of closing the sale. You are really good at both, however your competition is only good at attracting new customers. In this case, you might want to focus on your story of how you can help people close the sale better.

4)      Make a list of what makes you feel happy, strong and energized. When you find what makes you feel the most energized, often therein lies your story. You’ll discover not only the thing you are best at, but in relaying your story, you will have more enthusiasm which often translates to making more sales.

5)      Ask your closest friends and most trusted business associates what they think your best at.  If you still can’t figure out what your story is and how to turn that into a product, ask your most trusted advisors and business associates for feedback. Ask them their opinion of what you have to offer that is unique and what they think you do best. Ask them for stories or examples where they witnessed you at your best.

So my final question is—What’s YOUR story? Like Peter Guber and Dan Kennedy –when you find that, you’ll most likely discover an information marketing product (or two or three…) that is worth creating.

NOTE: If you want to hear more about how Peter Guber’s set of principles that anyone can use to tell stories to accomplish their goals, then you won’t want to miss Info-SUMMIT.  Not only will you get the chance to meet Peter in person and get your picture taken with him, but you’ll also be there when he reveals his techniques for:

  • Capturing your customer’s attention first, fast and foremost
  • Building your tell around “what’s in it for them”
  • How to create purposeful stories that can serve as powerful calls to action for your business and products.

For more information or to reserve your seat, visit www.gkic.com/infosummit. But hurry—your chance to save up to $1900 is running out and seats are limited.

The Magic Secret Used By TOP Advertising Strategists To Lift Response Far Above Ordinary

By: Dave Dee on: May 10th, 2014 1 Comment

During my days as a magician I learned a key secret that I still use in business today.

It was essential in, not only putting on an entertaining show, but in getting clients to book me, pay me well and refer me to others.

In fact, it helped me book far more shows than other magicians which had been practicing magic much, much longer than I had.

It’s a secret that the TOP and I mean the very top advertising strategists and copywriters use to lift their response far above the ordinary.

And yet, it’s a secret that most business people ignore.

What is this secret?

Making people believe.

Dan Kennedy says, “The secret behind every extraordinarily successful promoter, marketer, entrepreneur and the fortunes built by them, as well as most other institutions of size and scope, and behind the successful popularizing of anything is making people believe.”

Take Disney. They have an entire “Imagineering” department that is devoted to developing things to make people believe that Disney is the most ‘magical’ and ‘happiest’ place on earth.  One of the goals of this department is to deliver experiences that their audience will not find anywhere else.

A more obvious example comes from recording artist Justin Bieber with his constant message of “Believe.” Based on his unlikely rise to fame by way of YouTube, he’s built a fan base around the idea that anything can happen.

So how do you make people believe? Here are a few ways you can increase your own believability:

1)      Make yourself famous. Harry Houdini is arguably one of the most famous magicians. He was great at self-promotion. One of the ways he would generate publicity for his performances was to strip completely naked and get voluntarily thrown in jail. He’d then escape from the jail cell.  Two other examples of people who make people believe in what they say in part because they’re famous are Dr. Oz and financial advisor Suze Orman.

2)      Be confident. People are much more likely to believe someone who is confident than someone who is unsure of themselves. Rehearsing what you will say and how you will respond to questions from clients will make you appear more confident. (Darcy shared another way to boost your confidence level in The Two Reasons Why People Struggle Or Stall—And How To Get Unstuck[C1] .)

3)      Be fascinating. Last year at SuperConference, Sally Hogshead discussed how you could use your “fascination” to increase fees for your products and services. She pointed out that when all things are equal, whichever thing, person, product, business, service, etc. is the most fascinating will always win. (For more on how to use fascination to your advantage, read my article, “Yes, you’re fascinating, but are you using it to your advantage?”

To be successful at selling your product or service, people must believe in it and you. Determine what you can do today to start making your customers, clients or patients believe in both you and what you have to offer.

NOTE:  If you want to discover the principles for making people believe and getting this secret to work in your business so you can fuel your business and lift your response WAY up, then check out this special message from Dan Kennedy.  In it he’s also offering a bonus that’s unavailable anywhere else.  Click here to find out more.

Kevin Bacon’s experiment that highlights what you lose when you fail to differentiate yourself.

By: Darcy Juarez on: April 24th, 2014 4 Comments

A few years ago, actor Kevin Bacon wanted to know what it would be like to not be famous.

He commissioned a Hollywood make-up artist to make a prosthetic disguise that would make him unrecognizable to fans.

Then he wore it to an L.A. shopping center well-known for spotting celebrities.

He says in an interview in the Telegraph, “People didn’t bother me, but they also ignored me. No one was nice to me—they looked right through me, and pushed in front of me…”

Bacon’s description reminds us of why it’s so important for you to become a celebrity in your niche.

With celebrity, you are hard to ignore. People seek you out instead of only finding you through referral or by accident which means customers come to you. And you never have to worry about competitors with less experience and fewer credentials pushing in front of you.

Making yourself the face of your company and becoming a celebrity is quite simply, the fastest, easiest, least expensive and most effective way for you to differentiate yourself from everybody else.

This differentiation will help:

  • People recognize you in your niche, often making you their only choice.
  • Give you authority where people will not only respect your advice, but pay you handsomely for it.
  • Cause consumers to seek you out rather than you seeking them out.
  • Make you more appealing so that people want to be around you and associate with you.

Here are four tips for making yourself into a celebrity that will help make your business the recognizable “go-to” source in your niche.

1)      Become the face of your company. What company do you think of when I say: Steve Jobs? Walt Disney? Bill Gates? Donald Trump? Dan Kennedy? Personality makes you different from every other realtor, restaurant, financial advisor, etc.

People enjoy getting to know, like and trust people. So when you become the face of your company people will associate your business with doing business with you, even if they are speaking to one of your employees.

2)      Climb the ladder of expertise. Personal branding expert, Nick Nanton points out that every business person in your category is required to meet certain basic criteria to work in your field.

For example, a lawyer must go to law school and pass the bar exam. When you raise yourself up by going beyond the minimum requirements and do “celebrity-creating-type-things” such as writing a book or serving on a high profile committee, you move yourself up another rung above everybody else who isn’t doing those things.

3)      Specialize. Who would you prefer help you with a problem you’re having? Someone who specializes in the problem or someone who has general knowledge, but doesn’t necessarily deal with your particular problem all the time?

For example, if you have gum disease and need gum surgery, do you want your general practitioner dentist or a periodontist who specializes in gum surgery?

Not only will you stand out as the clear choice, but specialists get paid more than generalists.

4)      Display your expertise. You can be the best at what you do. You can be the most qualified with the most credentials. But if you don’t let people know, then you’ll look just like everyone else in your field.

You must let people know about your expertise. Display awards and credentials. Alert the media with newsworthy items often. Offer to present and speak at events or to organizations where your target audience is present in order to showcase your expertise and make yourself well-known in your niche.

People have to know who you are if you want them to seek you out. Making yourself a celebrity will help you accomplish this—and it’s much faster, easier and less expensive than other avenues you could take. Plus because no one can be you, you can forever protect your company and avoid it falling into the sameness trap that is met with apathy.

NOTE: If you want to discover the three step system for becoming a celebrity in your niche, you can check out a free video by Dan Kennedy student Nick Nanton where he shows you the three necessary elements to becoming a celebrity to your ideal prospect. Those perceived as the expert and authority in their niche experience less (or virtually no) sales resistance while commanding prices exponentially higher than their competition.  Nick’s only keeping these free videos available for a few more days so check them out now at www.livinglegendformula.com before you miss them.

Nick Nanton Living Legend Formula

Nick Nanton Reveals How To Become a Celebrity in Your Niche and Command Higher Prices with Less Sales Resistance than Ever Before

Four Ways To Get People To Like, Know, Trust…And Buy From You

By: Darcy Juarez on: April 17th, 2014 3 Comments

“People buy people.”

These three words have stuck with me…

Since I first heard them from Nick Nanton, the nation’s leading expert of Personal Branding.

During our 2014 Super Conference, Nick reiterated what you most likely have heard before–that people buy from people they like, know and trust.

In today’s world it has never been truer. Our social culture has changed whom we admire, what we buy and how we make decisions about purchasing.

For example…

  • More people are being influenced by their relationships with companies through social media-According to a survey conducted by Market Force, 78% of respondents said that posts from companies they follow on social media impact their purchases.
  • Personal interaction affects buying decisions more than price- According to Bain & Company, a customer is more likely to defect to a competitor if the problem is service-related rather than price or product-related.
  • You are more likely to sell to a customer who already knows you- The probability of selling to an existing customer is 60-70%, whereas the probability of selling to a new prospect is 5-20%. (Marketing Metrics)
  • People buy based on how you make them feel- American global management consulting firm, McKinsey & Company says, “70% of buying experiences are based on how the customer feels they are being treated.”

If you do it right, you will wield much greater influence if you really step out as the face of your company and lead your company in a very public way.

Here are four ways you can promote your brand, build your audience and market yourself in a public way so that people get to know, like and trust you.

1)      Be everywhere. In your zip code, community, etc. make it so people can’t escape hearing about you or seeing you.

2014 Marketer of the Year, Shaun Buck made it so that everyone was aware he was vying for Marketer of the Year. He had posters made. He gave out stickers. He had cookies to give away with a label on them. He put business cards at every seat. He had a vendor booth in the “GKIC Vendor’s Store”. All advertising “Vote for Shaun”.

In your own community, you can join groups such as the Chamber of Commerce, your local mom’s club, etc. –wherever you’ll find your target audience, you should be. Establish a relationship with your local press. Advertise in local publications. If they see you everywhere, you will build your celebrity.

What local organizations can you join and how can you make yourself “everywhere” in your market?

2)      Take a cue from reality TV stars. If you check out celebs—especially reality TV stars, they are all over social media. Like reality stars, you need to invest time in social media.  Consider having a business Facebook page, an Instagram account where you post pictures of people using your products and services, and/or a YouTube channel to post videos.

Plus you need to do something else that reality TV stars do really well…they respond.

Reality TV stars are great at building relationships with their fans. They engage with fans and answer their questions. They find out what their fans like and dislike. This makes their fans feel as if they are “friends” with the star.

By spending a few minutes each day responding to your customers on social media, you can make yourself more likeable. Also, don’t just talk about making a sale, be sure to include some fun posts and ask your customers what is on their minds.

What can you do to better engage your customers on social media?

3)      Make the buyer the hero. One of the mistakes I see business owners do is they sell too hard on the product side. It’s important to tell stories where your customer is the hero. This in turn will make them want to tell their own story. And because we are such a social society, when customers tell their own story, you and your product or service will be placed in the limelight as the solution.

For example, a dentist who makes a big deal about recognizing his patients when they get their braces off, makes his patient the hero. The patient then “tells his story” by posting pictures on social media showing his beautiful new smile.  It’s natural for their friends who aren’t happy with their smile to ask for a referral so that they too can have a beautiful smile.

How can you make your customer, client or patient the hero in your promotions?

4)      Find the news. At SuperConference 2014, Nick Nanton said, “Find the news in what you’re doing.”

Everyone has something newsworthy to report. It could be an event with your company, your personal achievements, an announcement about a partnership with a particular company, etc.

Find a compelling story and tell it. Tell it in your newsletter, on your blog, on social media and send it out in press releases. Be sure to make this in your voice or include quotes from you to make yourself the leader and “celebrity” of your company.

What are some newsworthy topics you could send a press release on this week?

Use these four tips to make yourself a bit more public. This will build your brand, attract more customers, and create a community that knows, likes and trusts you—and therefore does business with you and refers others too.

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One Of The Biggest Marketing Mistakes I See…3 Ways To Create Authority And Be a Big Fish!

By: Dave Dee on: April 15th, 2014 6 Comments

Last week a picture of a fountain centerpiece called “Colonel Crackers” from the opening of a world entrepreneurial crowd-funding festival in Jacksonville, Florida called One Spark made me think of one of the biggest marketing mistakes I see.

The centerpiece, a giant, over-sized replica of a Goldfish Cracker swimming in a fountain inspires the question…

Which is better?

To be a big fish in a little pond or little fish in a big pond?

It’s an age-old question, yet many businesses get it wrong. And because of this, they constantly struggle to establish authority in their marketplace. They get left behind and never become important or stand out in their consumer’s mind. Instead, they remain just another choice among many.

To examine this question further, let’s take a look at One Spark.

Described as a modern day world’s fair, One Spark gave 610 entrepreneurs the opportunity to showcase their ideas to over 250,000 people.

During the five day festival, they got to show people what they were about and why people should be interested in their business ideas. Participants (called “creators”) competed for a share of a crowd fund, the winners determined by the attendees who voted for their favorite  entrepreneurial ideas. The event also gave entrepreneurs the chance to meet capital investors.

One Spark reduced the size of the pond for entrepreneurs, giving them the opportunity to be a “big fish” and put their ideas in front of a relatively small pond of consumers who were already interested in hearing about new ideas.

However, the businesses that were the most successful at capturing votes at One Spark narrowed this pond down even further.  For example, the owners of WaZINIT, an app that allows you to quickly scan products and compare ingredients against any of those that you are trying to avoid, focused on talking to people who had food allergies or who were on a strict diet.

You see, often I see people defining their market in too broad and too big of terms. At One Spark, the entrepreneurs who went after the entire 250,000 ended up among the bottom vote-getters.

Of course, we’ve talked in great length how that can impact your marketing. You want a market small enough that the resources you can commit to will give you a big impact.

But, making yourself a big fish in a small pond can have an impact beyond your marketing.

As displayed by One Spark, being the big fish can give you clout and status. In this case, the winners, the ones who did this the best, got in the spotlight on stage. They received extra media coverage. And because they are the biggest fish of the One Spark “pond” –based on peer voting, their status rose. People that were at One Spark know these are the businesses to check out. And people who see the media about the winners will also know they are businesses worth checking out.

In your own business, you can make yourself the big fish in the small pond in several ways.

1)  Differentiate. You have to stand out from the crowd. Our 2014 Marketer of the Year, Titanium Member Shawn Buck, narrowed the focus of his marketing business to doing only customized, done-for-you newsletters for businesses. By specializing his company The Newsletter Pro is THE authority on customized, done-for0-you newsletter. Essentially he made himself a big fish so much so that in less than 2 years his company went from being him and his wife working with a few small businesses, to having over 30 employees and mailing hundreds of thousands of newsletter each month!

2)  Make your market smaller. You have to find ways to make your pond smaller. One way to do this is to establish your business or move your business to a secondary town rather than a major city.  For example, a chiropractor in Loganville, Georgia with a population of approximately 10,000 people will find it much easier and less expensive to build clout and authority than a chiropractor in Atlanta, Georgia with a population of 443,775.

3) “Extreme Niching.”  Another way to make your pond smaller is to narrow your niche. For instance, Albany Saab Shop specializes in repairs and sales of used Saab (a brand no longer making new cars.)  Their “extreme niching” has not just made them the go-to place for much of the east coast Saab owners but as Saab dealerships are no longer in existence, they recently had to post on their website that there were certain days they could no longer accept new clients because they are too busy.

Or take GKIC Diamond Member Dr. Donna Galante who specializes in creating amazing smiles using Invisalign™.  Instead of being a general orthodontist and “doing everything” she chose a specific niche and become so successful that she now has created an info-marketing business that teaches others in her profession how to grow their practice.

Being a big fish in a small pond costs less in marketing and can even have lower taxes, insurance etc. if in a secondary town. Plus, when you make yourself a big fish, you have more authority and your importance in your community is greater.

Have you made yourself into a big fish or made your pond smaller? What were your results? Share your story in the comments.

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.

Three Ways To Increase Leads, Response & Loyalty…

By: Darcy Juarez on: April 8th, 2014 7 Comments

At our GKIC SuperConference last month, I added a picture of three-time NFL Superbowl Champion Emmitt Smith to my celebrity photo collection.

Of course, I’m not the only one who took a photo with Emmitt. Our Diamond Members also had their photo taken with Emmitt.

Darcy Juarez, Marketing Automation Expert of GKIC, the leading provider of information and training for entrepreneurs and Emmitt Smith, three-time NFL Superbowl Champion, entrepreneur and Dancing with the Stars Celebrity.

Darcy Juarez and Emmitt Smith

And while many people would stick this in a photo album or share it with their friends on Facebook, smart entrepreneurs know this is a valuable tool worth way more than the ego boost you get from saying you were rubbing elbows with an NFL great.

In fact, used correctly you can attract more leads, convert more prospects to consumers and even increase loyalty with existing customers, clients and patients.

Here are three ways to take advantage of celebrity photos:

1)    Drive more traffic to your website. Adding your picture to your website with correct tagging will make your website come up as fresh content for people searching for the celebrity you are pictured with. For example, if I put my picture of me with Emmitt on my website and tagged it correctly, anyone searching for Emmitt Smith would potentially find my website.

To do this, use ALT tags. ALT tags are a way to “describe” an image to search engine crawlers.  An ALT tag might read something like, “John Doe, Owner of the #1 rated steak restaurant in Dallas, Champion Steakhouse, with NFL Superbowl Champion Emmitt Smith.”

You can check to see if your images have ALT tags and see if they are accurate on your website with this free online tool.

2)    Grab more attention for your promotions. Use celebrity photos in your newsletter, ads, postcard mailings, sales letters, etc. to grab attention and associate yourself with celebrities.

People are obsessed with celebrities. The fact that they are already thinking about celebrities allows you to use Robert Collier’s copywriting secret of “entering the conversation already occurring in your prospects or customers minds.”

People are drawn to photos of celebrities.  The added curiosity will help get your ad, postcard, etc. into the “A” pile instead of being passed over or thrown into the trash.

Plus, because people draw a connection between you, your product or service and the celebrity, this can increase your credibility and create higher loyalty from consumers.

In addition to placing these photos in your ads and on your website, etc., physically frame these pictures and hang them where your customers can see them.

3)    Immediately elevate your status. The minute you start using pictures of you associated with a celebrity, your status will be elevated in the eyes of many of your customers, clients or patients. Because of people’s fascination with celebrities, they will instantly become more interested in you because you “know” a celebrity.

Think about it. If you are searching for a new chiropractor, which ad would you respond to:

An ad with a picture of a chiropractor with an unknown athlete or the ad with a picture of a chiropractor with Emmitt Smith that says something like “Chiropractor specializing in sports medicine and sought after by professional athletes”?

Always carry a camera with you and be on the lookout for opportunities to take a picture of yourself with a celebrity. These days most cellular phones will do the trick. If you are out somewhere and spot a celebrity ask if you can have a photo with them. Many celebrities will say yes.

Even if you do nothing more than add them to your website or hang them on your wall in your place of business, you will gain attention and elevate your credibility and status which can mean more traffic, more customers and more revenue.

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.

The Most Powerful Marketing Force Available. Are You Using It?

By: Dan Kennedy on: January 9th, 2014 6 Comments

An age-old copywriting secret is to ‘enter the conversation already happening in your prospect’s mind.’

One of the easiest ways to do this is to look at what everyone is talking about.

According to USA Today, Google reported the top two trending searches for 2013 were for former South African leader and human rights activist Nelson Mandela and actor Paul Walker—followed by the iPhone 5 and actor Cory Monteith.

Yahoo reported that the top obsessions for 2013 included Miley Cyrus “twerking”…”Duck Dynasty”…the casting of “Fifty Shades of Grey”…and “The Walking Dead.”

The popularity of these searches indicates that this is what is on your prospect’s mind.

Other than the iPhone 5, do you notice a common denominator?

The answer is obviously they are celebrity-related.

People love celebrities. They’re obsessed by them.

A single celebrity death will often trump media coverage of anything else going on in the news, even if the reality of the other news story is far more staggering.

The truth is people are fascinated by celebrities and that trend isn’t going to change. It’s only growing. And, inexplicably, people confuse celebrity with credibility.

This is good news for smart marketers.

Every year billions of dollars are spent on celebrity endorsements. People will buy whatever celebrities eat, drink, wear, and drive. They want to know what celebrities do, where they shop, live and do business. Tap into celebrity and you have access to the most powerful marketing force available.

It’s easier to do than you think.

If you do business on a local level, it’s relatively easy and inexpensive to become a local celebrity. If you do business nationally but in a niche market, it’s also relatively inexpensive.

Make yourself famous by writing articles and books, giving lectures and being active in industry and community affairs.  Feature yourself in your advertising, videos and webinars.  Get interviewed on radio and TV and post the files on your website.

It’s worth noting that, these days, the lines between “PR” (public relations) and paid, commercial advertising as a means of creating celebrity status are very blurred.

It wasn’t too long ago that I watched an alternative health guru interviewed on Larry King and noted that virtually all the questions were the same as what our hosts on an infomercial asked two health experts.

When entertainment TV reporter Leeza Gibbons interviewed and profiled motivational speaker Tony Robbins in an infomercial was that as good as being on the TV show, Entertainment Tonight? Yes. In some respects it was even better…because this suggests strategy.

If you could get 3-time NFL Super Bowl Champion Emmitt Smith to appear in one of your ads do you think that would get more attention than an ad without a celebrity in it? (Incidentally, there is a way to get him and other mega-celebrities to do this when you attend Super Conference℠.  Find out more here.)

Using advertorials in newspapers and magazines, bought radio and/or TV time, self-published books, etc. you can do the same thing you once had to accomplish only through publicity and public relations.Not to mention that you can exert complete control over the process, unlike in live interviews with the media where you are at the mercy of what they ask, what they include in their edits, and whether or not your story gets bumped. Plus you can get it out much faster.

Whether you make yourself into a celebrity or you find celebrity endorsers to create a connection between your product and service and showcase this connection, celebrity is undeniably one of the most powerful tools you can have in your marketing toolbox.

This draws attention, enhances the buying decision and increases the loyalty of your consumers. Plus as mentioned before, you’ll be viewed as a more credible source.

One of the smartest moves you can make this year is to capitalize on the growing trend of celebrity fascination.  Build your own celebrity and/or start connecting with celebrities to form an association between them and your business now.

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