Archive for the ‘Celebrity’ Category


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

By: Darcy Juarez on: April 17th, 2014 No 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.

NOTE: Want to attract more customers to you automatically and get them to know, like and trust you?

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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 4 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: People like being associated with winners. If you want to attract more people to your business, you must be perceived as an authority and as more important. To quickly put systems in place to help you achieve this, come to our next Fast Implementation Boot Camp on May 29-30.

In two days you’ll walk away with a fully-loaded marketing campaign created and ready to send the minute you return home. You won’t have to struggle by yourself to create it, you’ll have a marketing coach there to help make sure you’ve got it right.

Best part is, if you are a GKIC member, this is absolutely FREE.  Not yet a member? Take our free trial membership and get $633.91 worth of money-making information as our gift to you. http://www.gkic.com/incrediblegift

To learn more or to register, go to http://www.gkic.com/bootcamp or call your GKIC Concierge at 1-800-871-0147, Monday –Friday between 8:30 AM-5:00 PM.

But hurry, we only take 157 people and the seats fill up fast!

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: At every GKIC event, there are opportunities to take photos with celebrities. Past events have included people such as country recording artist John Rich, actor Adam West (best known for his role as Batman), and Shark Tank’s Barbara Corcoran.

For more information about how you can take advantage of these photo opportunities and the many additional benefits you are missing out on such as exclusive access to Dan Kennedy to ask (and have answered) your burning questions, click here.

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

By: Dan Kennedy on: January 12th, 2014 5 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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Three Uncomfortable Truths About Why Most Businesses NEVER Crack Through To Top Income

By: Dan Kennedy on: November 24th, 2013 6 Comments

It doesn’t much matter where you are in your business at the moment. You can be a well-established pro who knows his income ought to be higher. Or you can be a beginner coming out of the gate and trying to make your way…as long as you have your thinking straight and are serious about your business, you can hit the 7-figure income mark.

However, there are three “uncomfortable truths” about why most small business owners never will.

Truth #1: The highest income people tend to get paid more for who they are than what they do.

You are not entitled to a high income. Just because you have your law degree…your doctor degree…your certification in whatever… and 25 years of experience…etc. This does not mean you will automatically get paid more.

Think about athletes. NBA player Derrick Rose who plays for the Chicago Bulls is ranked the 7th highest paid athlete—even though he sat out all of last season with a torn ACL. The NFL free agent Tim Tebow whose NFL career has yet to rank him in the same category of the best athletes in the game, is estimated to make upwards of $2 million a year in endorsements. Why? Simply for being “Tim Tebow.”

Or take Donald Trump. What does he get paid for? He gets paid for being “Trump.” In fact his business has changed over time and he gets paid by people who want to put his name and face on their products and services.

So building up who you are is vastly more important than what you do or your competency level.

Truth #2: The path to more, more easily obtained and better customers/clients/patients, and consequently better fees, higher income, and more opportunity is NOT in working to become a better “doer of your thing.” It’s in working on your BUSINESS.

In other words if you are focused on becoming better and better and better at being an auto mechanic, a speaker, a dentist, a you-name-it…thinking that this will lead you to better clients, better income and a better life, well you are self-sabotaging yourself from joining the ranks of millionaire status.

There is no such automatic link, warranty or entitlement. It’s just not how business works. Nor is there a threshold that can be met and crossed before you are entitled to good money.

So the first quantum breakthrough in status and income is making the mental, emotional and actual shift from “doer of thing” to “marketer of self.”

The second quantum shift is moving from “doing work for money” to designing, developing and building a business. By business I mean, a process for monetizing your skill-sets, managing your customer/client/patient relationships, expanding your range and diversity of income sources, and developing assets.

But the most important point to grasp here is that technical excellence does not automatically bring excellent income.

Power is what brings it. That is having customers/clients/patients seeking you out, paying your fees without resistance, status, top income, and wealth.

Power is rarely give in recognition of skill. It is taken by application of business principles. Business owners who refuse to learn these principles, who turn their back on them in favor of working on becoming a better “doer of their thing,” who will not control and use them, are doomed forever to always be seeking (“work”) and rightly worrying that the big payday may never come.

Truth #3: An old one: The definition of INSANITY is: doing the same things the same way over and over again while hoping for different results.

You need to be willing to look for and accept a different approach—even a different concept of yourself and your business. That different approach may include a fundamental change in the way you think of yourself, your role, your business, and the way you present yourself to clients.

Some of it might feel uncomfortable. It certainly will be different from what you see others in your same profession/business/category doing.

At the risk of being obvious, one way you fundamentally increase your income is by increasing your value to those who pay you money. But most business owners invest all their energy in only one means of increasing their value: “doing their thing” better.

This is akin to trying to lose weight, keep it off, and be healthier only by reducing the quantity of calories, carbs and fat you eat—with no changes in physical movement, exercise, food choices, nutrition, nutritional supplementation and mental attitude management.  Yes, you can lose some weight by doing just one thing to further and further extremes, but as any dieter will attest, you hit a wall when no more pounds can be lost even if you eat nothing but a leaf of lettuce with a squirt of lemon for dinner every night.

Sorry, but getting better and better and better at your “thing” will slam you into an income barrier and will NEVER lift you over that wall.

You need to increase your value to your clients/customers/patients in multiple ways in order to multiply your income and demand for your products or services.

If you want to leap-frog to a much higher income, then you must master marketing of yourself, use a more sophisticated approach to your business and your work with customers and focus on learning the strategies that are proven to catapult wealth.

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  • The steps I’ve used (and coached many others on) to achieve a seven-figure income from zero.
  • What you need to do to transform a 6-figure business into a million dollar (or more) business.
  • Income multipliers that will help you reach the 7-figure mark.
  • How to identify and erase the income barriers blocking you from the elusive million dollar income.

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Build a Strong Info-Business in 12 Ways

By: Dan Kennedy on: July 29th, 2013 4 Comments

I’m Dan Kennedy, and I have an unusual message for you.

I’d like to talk with you about real security in an insecure world. You’ll have to bear with me, as I meander a bit in getting to the point. But I promise, it will be worth it. At the upcoming 2013 Info-SUMMIT, I am going to reveal a GREAT FINANCIAL SECRET, and one that I have not spoken about as I will here, anywhere else, at any time!

You see… 40 years ago, a very young man placed his first magazine ad and orders arrived in the mail, and those buyers ordered again from the sales letter sent with the low-priced product they’d ordered, and when it was all said and done, he’d made a few thousand dollars. And he was hooked.

That was me.

I’ve had a lot of highs and lows in this business over these 40 years.

But nothing quite compares with The First Time.

The first time you realize you can make money materialize from the heady chemistry of ideas and the written word, and nothing more – that’s really something.

That is, of course, routine now. Formulaic. You’ve probably heard me talk about the ‘income at will’ position, and John Lennon’s quote about sitting down to write a swimming pool.

Being in this position is real security. (More about that in a minute.)

And I’ve gotten there without any talent like John’s – just highly developed skill. Maybe you’re there too. If not, you certainly can be. The world of info-marketing offers such opportunity to just about anyone.

Come Inside This Secret World

This is a ‘secret world’, for most people are unaware of it, or see it but do not comprehend what they see. When they see the P90X fitness TV infomercial, they do not realize millions are being made with information right before their very eyes.

Last year, a friend of mine mailed over 8-million sales letters, sold over 240,000 books on a health topic, and pocketed net income of more than $4-million. 240,000 people bought that book from a sales letter. Few grasped they were seeing info-marketing ANYONE with an interest or passion about a subject, with know-how or experience in any business or field, can do.

Even entrepreneurs involved with pieces ‘n parts of info-marketing fail to understand it as we do and as you can, in the GKIC world of info-marketing.

Each year, once a year, GKIC swings the doors to this ‘secret world’ open wide and invites folks to c’mon on in…And they do.

Each year, successful owners of all kinds of businesses, doctors, lawyers, chimney sweeps come, discover, and turn around and launch exciting, profitable info-businesses of their own. People like Marty Fort, with a thriving music academy, now with a great second income, packaging and selling his know-how to other school owners.

Ben Glass, with a seven figure second income from info-marketing to his peers in the legal profession, while still running a fine law practice. ASK BEN ABOUT THE WONDERFUL CHARITY HE’S BEEN ABLE TO CREATE AND FUND THANKS TO HIS INFO-MARKETING “SIDE BUSINESS”.

Nelson Searcy, a pastor with his own churches, but also a publishing company, and the #1 coaching program on church marketing. ASK NELSON ABOUT THE REAL ESTATE INVESTMENTS MADE POSSIBLE BY HIS “SIDE BUSINESS” IN INFO-MARKETING.

There are those who dominate niches without ever having a business in them, like Jimmy Vee and Travis Miller, with auto dealers, or Rory Fatt, with restaurants. JIMMY AND TRAVIS WILL RE-TRACE THEIR REMARKABLE JOURNEY WITH YOU AT THE INFO-SUMMIT.

There’s incredible diversity in these info-businesses. Lily Noon, feng shui; Mike McGroaty, backyard gardening for fun ‘n profit; Arlene Eakle, geneaology.

Countless people have come through these doors merely curious and emerged millionaires. This is real.

Even vendors, manufacturers, ad specialty sellers transform into info-marketers as they engage in our world. Keith and Travis Lee at 3DMailResults.com, started as sellers of promotional merchandise, but have become accomplished info-marketers, with courses, turn-key done for you packages, and Keith has begun, this year, a new, additional info-business.

Even people with “pasts” have re-birthed, with my kind of info-marketing.

A client, Stephen Snyder, turned his catastrophic and humiliating bankruptcy into the basis for a “Credit After Bankruptcy” publishing, seminar and coaching business with hundreds of thousands of customers and major-name corporate sponsors.

A friend, a former “infamous Madam”, Sydney Barrows, has created two coaching businesses. I, myself, very early in my business life, crashed and burned financially, and started over with what little I then knew about info-marketing, in a tiny apartment, with my only help from my cat who licked stamps. Info-marketing cares nothing about anyone’s past.

Each year, top professional info-marketers with 6-figure and 7-figure incomes, with large businesses, gather here at the Info-SUMMITSM, to re-charge, to re-invent, to meet up with and exchange information with and create business alliances with other top info-marketer, and at times, to lift up someone new with the power of their platforms. Often, people meet at this Info-Summit, and find ways to aid each other or cooperate for profit. YOU NEVER KNOW WHO YOU WILL MEET!

The annual Info-SUMMITSM is always important and pregnant with opportunity and amazing discoveries.

strongman
Go to www.dankennedy.com/infosummit now to get the BEST pricing possible.

You Say You Want A Revolution?

By: Dan Kennedy on: July 25th, 2013 2 Comments

The only thing constant is change.

It’s somewhat of a cliché, but so true.

Embrace it or be run over by it.

Sometimes your business changes gradually, slowly over time.

Take me for instance…

My business evolved over years, almost ponderously, from a disjointed collection of activities—speaking, selling product, a catalog of products, consulting, and copywriting into a synergized organized business. Speaking and product sales put customers into a funnel which led to “membership.” Consulting and copywriting were on the back-end.

Membership evolved from Silver and Gold to what GKIC has now. Speaking was reduced and coaching evolved. And so on.

All of this ‘evolution’ occurred naturally. It was a progressive result of changing circumstances, new knowledge, and necessity.

Revolution occurs suddenly, disruptively, and can be more challenging to cope with, but often, the greatest opportunities are revolutionary rather than evolutionary.

Sometimes revolutionary events are spawned by adverse events, like when broadcast Fax was taken away as a media, and deemed illegal.

Sometimes they are a related to a media becoming useful, like the Internet or a true break-through technique liked forced continuity.

A revolution changes everything.

I’ve experienced revolutionary changes. For instance, speaking on the “Success” events created revolutionary change. At the time, over half of all my new customers and Inner Circle Members were acquired through my speaking engagements on this tour. It also generated $500,000 a year in income from info-product sales.

Adding forced continuity not only was revolutionary for my business, but also for my clients’ businesses.

The world’s leading authority on fascination, Sally Hogshead experienced revolutionary change when she began using her Fascination and a second revolutionary change when for the first time ever she offered an information product on her Fascination system.

The “swipe” of Bill Phillips’ car contest by Joe Polish and I, moved to sale of premium priced coaching inside information businesses, revolutionary.

Every entrepreneur faces and must make choices about and manage both kinds of change.

My father’s original business went from prosperity to extinction almost overnight almost entirely thanks to a single decision he made about evolutionary technological changes.

I might very well have made the same decision. I inherited his stubbornness. But observing it taught me an important lesson, and I’ve been more aware of my tendency to resist unpleasant changes.

In fact, one of the main reasons I decided to sell the Inner Circle business when I did rather than to continue to run it myself for several more years was my belief that the Internet had finally evolved to a real opportunity.

I wanted nothing to do with it personally, but to continue refusing to focus on it carried risk of reversing the growth and prosperity of the business.  So the business needed to be in the hands of somebody willing and able to embrace the change.

Selling it created the revolutionary improvement and expansion by focusing on what I simply didn’t have the time or desire to do.

If you pay attention to GKIC members’ business success stories, you’ll find both evolution and revolution.

When I work with private clients or in coaching groups, I help them to understand and manage the evolution of their businesses, but also to find ways to spark revolutionary changes.

I can list many businesses who sparked revolutionary change by exploring and adding information marketing to their business.

For instance, Dave Dee told his story of how information marketing revolutionized his business in his article, The Most Important Business Breakthrough In My Life…Could It Be Yours Too?.

Bill and Steve Harrison of Radio-TV Interview Report expanded their business by adding additional information marketing products, such as a bundled package and an event called the National Publicity Summit.

There are hundreds of examples. Each entrepreneur experienced a different revolution.

Profit expansion, more independence, time-freedom… results of these entrepreneurial revolutions.

In 2005, the theme for my Platinum group was “revolution.”

Maybe this year, it should be your theme too.

NOTE: There is absolutely nothing in the entire world that will give you the agility and stability you need in this insecure world than info-marketing.  If you are ready to spark a revolution in your business right now, then I encourage you to explore my NEW FREE Report.  In it, for the first time ever I reveal how to introduce info-marketing to your business in the simplest way—using knowledge you already have. Tailored just for your business that you can use RIGHT NOW, it’s that urgent, that you head on over to www.dankennedy.com/julyfreereport to claim your report before the page gets taken down promptly on July 31st.

Smart GKIC members have introduced info-marketing into their businesses because they know it will spark a revolution. Why not join them now?

Claim your FREE Report NOW…Click Here!

Why Is Dan Kennedy Writing To You About A Plumber?

By: Dan Kennedy on: July 16th, 2013 6 Comments

One day a letter arrived in an envelope.

Individually addressed to me, by name, with a live stamp not a meter imprint.  In the return address corner was the name of someone I knew.

Not a friend. Not a neighbor. It was from a peer of mine, another professional speaker who also lived in Phoenix where I was living at the time. It does not matter the relationship, the important thing, I recognized the name of the person who sent me the envelope. So I opened it.

That’s important.

America sorts its mail over a wastebasket. You have to make the cut or nothing else matters. So I opened the envelope. The letter I took out was headlined: “I Suppose You’re Wondering Why I’m Writing To You About A Plumber.”

I thought to myself: yep, I do wonder why he’s writing to me about a plumber. Heck, I don’t even get a Christmas card from this guy. We’re in the same kind of business and live in the same town. So, why is he writing to me about a plumber?

So I read the letter to find out.

And that too is important.

First you have to get your letter opened.  You cannot just assume that’s going to happen. Then you have to get your letter read.  You cannot assume that’s going to happen either. Curiosity used here, not always the ideal strategy, but when used effectively it’s a beautiful thing.

The letter told a story of this peer having a party at his home on a Saturday night to which I had not been invited, when a pipe under the bar in the den started leaking, a mess ensued…

Storytelling. Everyone likes a good story. You just read the beginning of one of the stories I tell that people love to hear. In fact, people come up to me all the time who heard me tell it years earlier and ask me to tell it again.

You may even recognize it if you have Magnetic Marketing or if you ever saw me give my main “Magnetic Marketing” speech or if you have read my book, My Unfinished Business.

People remember better with stories. You can teach lessons with stories. They can help bring deeper understanding. And they’re one of the most effective ways to sell.

Stories are effective because we grew up hearing stories. Actually storytelling predates writing so it’s something we are conditioned to love.

When you were young, you heard bedtime stories and had story time at school before you even learned to read. You share stories with your friends and laugh about “the time when…” with your family.

They’ve been used in every culture to educate, entertain, preserve history, and instill principles and values.

Stories can connect people and cross barriers of age, culture, economic status, and more.

Tell a story that catches someone’s attention and draws them in, and you can make them care about something they may have never cared about or even known about previously.

Of course this isn’t by accident, this is by design.

Telling a story that immediately captures your reader’s attention and keeps them intrigued and reading to the end is an art form.

An art form worth learning. Because storytelling done right is like a magnet. People are compelled to read it. And you can use this to create anticipation of what happens next.

NOTE: The best stories have a strong underlying theme where something greater is being said. To create this there is a roadmap—a constant.

I invite you to join me tomorrow, July 17th from 2-3:30 pm EST as I discuss storytelling on a FREE teleseminar with mystery author Les Roberts. We’ll talk about “Storytelling Techniques” and “Storytelling To Sell”.   In addition to Les and I, I’ll have a few other guests which will include Titanium Member Donna Krech, Peak Performers Group Leader Lee Milteer, Celebrity Branding expert Nick Nanton and author of Fascinate!TM, Sally Hogshead.

Join me in this free tele-event to learn the art of storytelling and how you can use it to sell more.

Register for free here: www.dankennedy.com/story

The Surprising Answer To “How Long Should It Take To Write A Book?”

By: Dan Kennedy on: June 18th, 2013 10 Comments

Being a published author is a very powerful thing.

In many peoples’ “perception”, it directly translates to expert status. Even people who never bother to read your articles or book will attribute enhanced status to you because you’ve been published.

If you’ve been following me, this isn’t news to you. You’ve heard me say repeatedly that you should write a book.

Being able to add the title of “author” to your credentials can increase your perceived worth, which means you can charge more for your products and services and lower and even eliminate resistance to price.

Books can be used to position your products and services, like an extended sales letter.

And of course, the biggest reason for authoring a book is that it’s one of the fastest ways to raise your status to “expert”.

Yet, many business owners, despite knowing this, will never write a book. It’s impossible for me to tackle all the reasons why this occurs, however a big stumbling block I will cover here is the time factor.

Maybe you think you are too busy, can’t write fast enough to complete a book in a sufficient amount of time to make it worthwhile. Or you think you need to take time off in order to get it done and wonder who will “man the store” while you take time to write.

If you’ve ever thought about writing a book, you’ve undoubtedly read that it takes “6 months to a year” to write a book. Or you’ve heard the stories from authors like J.K. Rowling, author of Harry Potter, who said it took her 5 years to write her first book Harry Potter book.

But writing a book doesn’t have to take a long time, nor should it. Writing slow only earns you less money.

Another myth worth debunking is that writing slow creates better books.

Sara Gruen wrote her first draft of her novel in 4 weeks. Her book, Water for Elephants, is a magnificent novel, became a number-one bestseller, won awards, and birthed a movie.

Anthony Burgess was badly in need of cash and the advance offered for his novel required a manuscript—so he averaged 2,765 words per day, to get the famous A Clockwork Orange done in just 3 weeks.

Ray Bradbury had two noisy kids in his home, so he rented time on a typewriter in the UCLA library for ten-cents an hour to work on his novel. The ticking meter spurred him to great speed—he averaged 5,086 words per day to complete Fahrenheit 451 in 9 frantic days. A New York Times critic sniffed, “This is not a precisely designed work.” But it was a bestseller and is a much-read classic.

Each of the 76 novels featuring Inspector Maigret was churned out by Georges Simenon in less than two weeks. The most successful series sold 860,000 copies in the United States.

Robert Louis Stevenson had a sleepless night, disrupted by a reoccurring nightmare. The next morning he began the novel he finished in less than a week: The Strange Case of Dr. Jekyll and Mr. Hyde. (Source WIRED Magazine 1-12)

Personally, I write one draft, print it out, rearrange the order of some pages, make the fewest corrections by hand as possible, write “bridges” needed to segue one chapter to the next, and hand it off to Carla to clean up, and off to the publisher it goes. I write my books in approximately a week’s time, about 30 hours.

Perfectionism is rarely profitable which is why I rarely do a second draft of any book.  And I set a pre-determined budget of time for each book. When I use up the time, the book is done. Wherever I may be when the clock’s used up, only two more words are permitted: The End.

It is important to author a book. It’s equally important to create a pre-determined timeline and find the “Good Enough Spot”, the line of quality to stop working on your book, because going beyond these fails to profoundly interest your clients, customers or patients. After all, many will only be interested in the fact that you’ve authored a book.

NOTE: If you have been putting off writing your book, then I have some good news for you. My friend, Success Expert, and best-selling author Brian Tracy is opening up a FREE spot for you in his brand new webinar, “How to Write a Book and Become a Published Author.”

He’ll eliminate the mystery behind the publishing industry and reveal his working, step-by-step process for writing a book and getting it published quickly. This is the EXACT same process Brian has used to publish 52 books while running multiple businesses.

Plus joining him will be best-selling author of “The Millionaire Messenger” Brendon Bruchard. At no charge to you and only requiring 45 minutes of your time, you get two best-selling authors telling you exactly how it’s done.  Plus you’ll discover:

  • Brian’s PROVEN 4-step process for writing a book and getting it published. He uses this EVERY time he writes a book – and you can use it, too.
  • How to decide what you should write about – and it may not be what you think
  • 4 keys to marketing your book idea – miss any one of these and you may never snag a publisher

Reserve your spot to join Brian and Brendon for this FREE webinar. Register free now…click here.

What Tim Tebow Can Teach You About Marketing…

By: Dan Kennedy on: May 9th, 2013 17 Comments

Lately, the recently waived NFL quarterback Tim Tebow has the media discussing where his next job should be.

He’s one of the most talked about players in the NFL. And whether you love him or hate him, you’ve probably talked about him too.

What’s interesting is how this player who has shown less than spectacular results in his NFL career, is one of the most popular players, not only in the NFL, but perhaps in the history of the NFL.

When Tebow arrived in New York, there was plenty of fanfare. There were billboards that welcomed him. Sandwiches were named after him.  And his jersey was one of the top sellers in the league before he even made his first snap in the NFL.

The question is why?

Over the past decade or longer, there certainly have been football players and coaches that have had far more success who never made it to the spotlight…and the money, the way Tebow has.

To prove my point, yesterday a football coach by the name of Larry Kehres stepped down as the head coach of Mount Union college. During his 27 year career, he has coached 359 games.  His record is three games ending in a tie,  24 games ending in a loss, and an incredible 332 games resulting in wins. And he won 11 Division III national championships.

He is the most successful football coach of all time, yet most people have never heard of him.

There is a lesson here if you look for it. What made Tebow into such a media sensation? What has made him one of the most talked about players of all time? And what has kept Kehres relatively abscure and unknown?

He’s an underdog. He’s likeable. He has a personality that is consistent and unwaivering.

One comment from a writer sums it up, “In America we love the story about the little guy. The guy who people believed couldn’t get the job done and then finds his way to do just that, and in dramatic fashion.” And this is what makes Tebow so memorable.

It’s an important point and one that Dave Dee made at SuperConference this past week.

If you tuned in to SuperConference via the web Saturday or were at the event itself, you heard Dave reveal the precise steps to take to dominate your market and transform your business.

You may have missed it when Dave revealed this secret during his presentation…

It came right at the beginning of Dave’s talk when discussing my number one recommendation for client retention – the print newsletter.

During his discussion of newsletters, Dave shared GKIC reader’s favorite part of the No B.S. newsletter.  You love to read the stories and political rants I write at the beginning of the newsletter… about what “pisses me off.” (I believe those are the words Dave used.)

This “reader favorite” is what has allowed me to keep customers hanging around for years.

Here’s the thing. The information you provide your customers won’t keep them for life. But the clue I’ve given you here is what keeps people coming back again and again and gives your business longevity.

In fact, adding a consistent personality to your copy is my number one copywriting secret that most marketers will never know.  It’s provided me with the privilege of keeping  customers for decades.

But it’s not just in your copy where you will benefit from capitalizing on your personality.

If you want to make your products and services more memorable and add longevity to your business, you have to inject it into everything you do.

In Florida there is a deckhand on a ferry boat named BJ Hart. Hart is a real character. He jokes with passengers, salutes people, sings, dances and is in my mind a big reason why the ferry, which is in danger of going under, is still operating. People ride the ferry just to see this guy.

Now I’m not saying you have to be the underdog like Tebow or sing like Hart or go on a political rant like I do, but you do need to develop consistent  interesting character.

Because if you’re going to go to the trouble of getting a customer, you want to keep them for life. And if you don’t inject personality into your business, then you’ll keep customers, clients and patients for maybe a couple of years. But if you want to keep them for life, you better figure out what Tim Tebow already knows—that to be memorable requires personality.

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.