Archive for the ‘Copywriting’ Category


The #1 Thing Holding You Back From 7-Figures

By: Dan Kennedy on: October 31st, 2014 7 Comments

Personally, I’ve never liked it.

But I realized early on, it was irrelevant whether I liked it or not.

The question wasn’t, “Did I like it?”

The real question was “How much money did I want to make and how much freedom did I want?”

Kind of like dieting and exercise, the question isn’t “do you like to exercise and eat right?” No the real question is do you like the alternative if you don’t exercise and make the right food choices?

So it’s important, although again, not something I particularly like.

What I’m about to tell you is a transcendental factor in income.

And if you listen to what I say, you could find yourself making a lot more money across every communication channel.

You see, for at least the past 30 years or so, I’ve been teaching that the one thing that usually gets people who are earning below six-figures or a low six-figures in any business up into a high six-figures is the quantum leap of shifting from being the “doer” of your thing to the “marketer” of your thing.

That is still true.

Shifting from being a fitness instructor to a marketer of fitness training. Changing from being a veterinarian to marketing veterinarian care.

Switching from a photographer to marketing photography services, and so on, will carry you a pretty good way.

I mean, most people locked into relatively low incomes, regardless of their level of expertise or excellence that they deliver, are stuck there because their primary view of their business is the doing of the thing.

The cooking of the food, the cracking of the bat, the fixing of the tooth, the waxing of the car, the styling of the hair, the – whatever. And when you shift out of that so that you’re actually now in the marketing of that thing, that’s a pretty good income leap.

But truth be told, it has its limits.

It’s NOT the thing that gets you to a 7-figure income.

And it is questionable whether it will give you the exact freedom you are seeking. Because although you are making more money, you are also most likely still working a lot of hours for it.

Let me show you what making the next shift can do.

I make 7-figures from copywriting alone. That is only partially the way I make money though. I only spend 20% of my time writing.

Imagine making that leap in your business and only working at your “thing” 20% of the time. How would THAT change your life?

So here’s the thing you must do to make the next quantum leap.

As I mentioned, personally it is a thing I never really liked, but I do it because the alternative is worse. So this really is pretty important.

You must shift from focusing on being the “marketer of your thing” to focusing on “the status of the individual providing the thing.”

Because even when you are the marketer of your thing, the focus is still on the thing, not on the greatest possible point of differentiation, which is the status of the individual providing the thing.

Increasingly all other options for differentiation are becoming harder and harder to use and sustain. But one thing that will always make you different is who you are.

The easiest place to look for examples of this is with celebrities and professional athletes.

There are professional football players who make a good six-figure income. They are elite athletes who reach an income level that many never will. But, unless you are a diehard fan, you likely wouldn’t recognize their name even if they offer big contributions to the team.

As an example, NFL player Ryan Taylor is probably a name you aren’t familiar with. You probably don’t even know what team he plays for, but he makes a solid 6-figure income and is in his 4th year playing professional football.

In comparison, Johnny Manziel better known as Johnny Football is in his rookie season. He has less experience than Ryan Taylor, yet Manziel makes $2 million a year not including endorsement deals. You probably also recognize the name Johnny Manziel or at least have heard the name Johnny Football even if you aren’t a fan. .

The big difference is that Manziel knows how to market his personal brand. That, more than his ability or experience, has put money in his pocket.

For instance earlier this year, prior to knowing whether or not Manziel would be a boom or a bust in the NFL, Nike signed him to the largest endorsement deal from this year’s NFL rookie class. It had nothing to do with experience or even how well he plays.

So if you want to join the 7-Figure club, then you’ll have to get out of the business of marketing your thing and get into the business of marketing you, even if you dislike doing it as much as I do.

Click here now if you want the 7 key, yet radically different strategies for making this shift. I cover these in the 7 Figure Academy which GKIC is making a special offer on for the next three days only.

Find out more about the 7 Figure Academy and special offer here.

Four Questions The Book Of The Month Club Founder Used To Strengthen His Marketing

By: Dan Kennedy on: October 22nd, 2014 4 Comments

Direct Response Advertising Executive Maxwell Sackheim was a creative thinker that challenged every ad to ensure he would get the best results possible.

His success is a significant example of what can be generated when you build on your successes and strive to make your ads the best they can be.

Max was a founder of the Book-of-the-Month Club, the nation’s first direct-mail book club.

Book-of-the-Month Club, which offered a new book to members each month, originated from a product Max and his partner Harry Scherman developed called the Little Leather Library.  The first prototype was originally bound in real leather and included with Whitman’s Chocolates, then later sold for a dime a volume at Woolworth’s Department Store.

Advertised in national magazines and available through mail order, the Little Leather Library offered a set of 30 imitation leather-bound books at a price of $2.98.

Woolworth’s sold a million books per year. Using the words, “SEND NO MONEY!” in the headline, between 35 and 40 million volumes were sold by mail.

Max also wrote the famous headline “Do you make these mistakes in English?” for Sherman Cody’s mail order English course. The ad ran for 40 years.

Yes, getting your copy right can produce results like that. So it’s worth your time to work at it. Testing, word choice, and challenging yourself to come up with better or different offers can make HUGE differences.

For example, when Max and his partners first formed the Book-of-the-Month Club the business wasn’t doing very well. There were lots of returns and cancellations.

So they created a new plan called the “negative option plan.” At the time this had never been done. Subscribers were automatically billed for the next book unless they affirmatively declined the book by sending a reply to the company by the deadline.

Many companies since have built multi-million dollar fortunes on this idea alone.

What impact would this have had if Max and his partners had not taken the time to think this through?

When creating an ad, Max used the following four tough, good questions…ask these every time you prepare an ad, letter, brochure, etc.:

“#1- Why should anyone read or listen to it?

#2 – Why should anyone believe it?

#3—Why should anyone do anything about it?

#4—Why should it be acted upon immediately?”

Imagine how many times cub copywriters must have left Max’s office, tail between their legs, draft crumpled in hand, after being dared to justify their work with answers to these four questions.  And imagine how much advertising fails simply because it is never challenged with these four questions.

Hopefully the first one is partly answered by the fact that you are target marketing and have crafted a message of strong and specific interest to the prospects you have carefully selected to receive it.

But even beyond this message-to-market-match, you must still earn the recipient’s attention by being able to clearly and quickly enunciate an exciting promise or a provocative challenge or by arousing intense curiosity—or some combination thereof. You dare not assume that because you are sending a letter about golf to known golfers that it will be read. You must provide a reason over and above the affinity to compel readership.

Is your advertising failing more than you think it should? Bad advertising wastes precious marketing dollars. Get our FREE Report on “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”.

Still The Best “Big Darn Secret” I Use To Make Serious Money

By: Dan Kennedy on: October 10th, 2014 4 Comments

Words matter.

One of the things many people wonder about is what I do that can possibly justify fees of $18,800 to (more commonly) $100,000 to write an ad, sales letter campaign, video script, TV call to action, etc. The answer is simply that “words matter” and I’ve gotten good at picking and combining words that sell.

I have a little, internal alarm bell that goes off when I hear or see “turn off words” (words that will turn off the reader), so I edit myself as I write. Still, I often spend hours upon hours agonizing over the choice of a few words in a given piece.

It is absolutely true that how you say it is at least as important as what you are saying. This accounts for the success of people in every field.

If you have good marketing systems in place and they aren’t making money for you or if you are experiencing shrinking sales, you should check your copy.

Especially if your marketing worked at one time, but has suddenly dropped off and stopped working. It may be that you just need to resuscitate your ad. All great ads eventually peter out, however it is not always necessary to completely re-do them.

By the way, sometimes copy that isn’t working from day one contains great elements worth hanging on to—elements that do their job.  But the reason the copy isn’t working is because key elements are missing such as an opening paragraph that grabs your reader by the throat and won’t let go or a great offer. You need to know how to identify what’s missing or you may waste a lot of time and money.

You can sell just about anything with great copy. While there are a few isolated cases where great copy hasn’t made a difference, it is rare, and even then the copy still sells, just not profitably.

Not only can you use copy and use sales letters to sell, but you can use them to sell your products and services the way you want to—to sell things on YOUR terms. To make your prospects comply with the way YOU want to do business.

This is a very important principle. Because it is one thing to make money, but it is an entirely other matter to make money the way you want to make money.

Everybody believes that their business is different. That this doesn’t apply to you. That no one else is doing this in your business.  That they aren’t using the written word to sell or that their copy must be acceptable because they are making sales. Maybe it’s “acceptable.” But using better sales copy gives you a competitive edge. Especially when you possess this #1 skill and they don’t.

Darin Garmin was making sales in real estate, but he wasn’t happy with the process and was becoming increasingly frustrated by doing a lot of work only to lose the sale to a competitor.

No one was using sales letters to sell apartment buildings until Darin decided to do it. Not only did he succeed at selling apartment buildings with sales letters, he got the people HE pre-determined were good candidates to respond. Plus, when he did some research, he found that he had moved into a position where 70% of all apartment building transactions go through HIS office. That was NOT the case before he started using sales letters.

It does not matter whether your clients are the CEO or the broom pusher…everybody buys the same way. They all go through the same process. They all go through the same emotions. And if you do not accept that, then you are missing out on the single greatest secret I have to offer.

I made my first money from writing sales copy when I was 17 years old. To this day, it is still the greatest secret to making money I’ve ever discovered.

And I can tell you that there is A LOT of money at stake by not taking your copy more seriously.

From the boiler room to the boardroom, across all demographics, words sell. To believe that your customers are above all this…that they won’t read…or that your words are adequate…or that you can simply hire someone to write them for you without fully understanding whether the words are well-chosen or not… is hopelessly naïve.

For the most part, we MUST use words on paper to do our marketing which means you have to keep this is mind as you choose your words. And if you are hiring someone to choose your words for you, then you better know if it is good, if not great copy you are looking at. Because in today’s market, you simply cannot afford to be adequate.

As a side note, I often hear from business owners that they want to grow their business to millions, but they don’t like to write.

This is like being a pro football player, but never wanting to get hit or a pro basketball player, but never wanting to try the game-winning shot.

Sorry, but the serious money comes from result-getting performances, not just acceptable writing.

Fortunately there is literature about the art and science of selling through writing, so you can learn it, change your attitudes about it, and translate it to ‘selling by media’ and copywriting. I talk about how to do this more here.

Also, GKIC Chief Marketing Officer Dave Dee has put together a sales letter template for you to help you write better copy faster and a special live call with Mike Stodola to get some of your pressing copywriting questions answered. Find out more here.

“I’ve Fallen And I Can’t Get Up…”

By: Dan Kennedy on: September 21st, 2014 10 Comments

“I’ve fallen and I can’t get up!”

You probably recognize this popular catch phrase from the television commercial for Life Alert… or perhaps from the comedic punchlines that have become a part of pop culture as a result.

In fact, it’s probably one of the most recognized slogans of all time.

The original commercial for Life Alert, a personal medical-alert system, showed an elderly woman who had fallen. The woman pushes a button on the Life Alert pendant she’s wearing around her neck. Instantly connected to a 24-hour medical response team, she says, “Help, I’ve fallen and I can’t get up.”

Bad acting made the commercial the butt of many jokes, however the company probably got the last laugh as it has obviously been an effective way to sell their product for more than 24 years. They continue to run versions of that same commercial and even made the popular catch phrase a registered trademark.

Now the company is running a new version of the commercial that is very realistic.

In fact, it’s so realistic some say it is scarier than stuff they watch on TV.

The new ad shows an empty house while playing eerie music. It pans different objects and scenes inside the empty house. In the background you can hear a woman whimpering. Just outside her window, a couple plays with a dog. And then it pans to a woman lying at the bottom of the basement stairs, crying for help.  The commercial then shows a screen that says, “When You Fall and Cannot Get Up, an ACCIDENT can turn into a TRADEGY!”

So the question is –how does the same catch phrase used by the same company for more than two decades continue to be so effective at selling their product?

And how is it that it worked when in a really bad commercial as well as in the new very realistic, very well scripted and produced one?

This seems contradictory.

Especially when you think about how bad the original commercial was.

As I alluded to above, the original commercial has been ridiculed, insulted, and referenced many times over by comedians.

The new one on the complete opposite end of the spectrum has been called disturbing and too believable.

The reason this phrase works so well—whether the ad is well scripted, acted and produced or not, is that the premise—“I’ve fallen and I can’t get up” is a real fear.

Elderly people fear losing their independence.

Family members of elderly parents fear something will happen to their loved one, with no phone nearby, and no one to hear their cries for help.

In other words, it taps into a fear that already exists.

There is no need to convince someone that this is a possibility. No need to go into a lengthy or even a real story about it happening to someone. People already know this possibility exists.

I’m going to say that again, because this is a HUGE key to a successful ad.

Tap into an emotion—a storyline that is already running inside your prospect’s head.

Although fear is certainly a popular emotion you’ve seen in ads such as the anti-smoking commercials or political campaigns, there are many other emotions and storylines that you can tap into as well.

For example, online dating services tap into the “happily ever after” story that already exists in people’s heads.

Car commercials often tap into the idea of having something that everyone else wants, but is uniquely yours.

There is always an emotional storyline that is playing in your prospect’s head. The key is to figure out what that emotional storyline is (hint: there might be more than one) and then engage your prospect with words that tap into it. When you do, that’s when you’ll make the sale.

NOTE: If you aren’t tapping into your prospect or customers emotions, then you probably aren’t making the sale either. Want to know more about which emotions to tap into and exactly how to do it? Find out the techniques Dan Kennedy uses for maximum effectiveness when selling goods and services by clicking here now.

One of the biggest money-making super-powers

By: Dan Kennedy on: August 24th, 2014 1 Comment

Dan Kennedy here.

I wanted to let you know that I just did a special call with Dave Dee about something vitally important…

You see ever since I spent the other day with you, the questions I’ve been receiving have made it abundantly clear to me that there is a critical piece of information missing.

It concerns one of the biggest money-making super-powers you’ll ever learn. Because once you “get it,” you’ll make a major shift in your thinking—and your income. Life and business will be different for you. Easier. More rewarding. More effective. More time-efficient. More lucrative. Better.

So I recorded this call so you’ll have the missing piece that will help you close more sales, get more visitors to sign up, download, watch, and buy.

Click here to listen to it now.

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.

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.

Top Three Rules For Writing A Great Headline

By: Dave Dee on: July 20th, 2014 6 Comments

In the brand new course the “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” I give out my Top Ten Rules For Writing An Effective Headline.

While I don’t have time to go into all of them here, I’ll share the three rules that I see people getting wrong the most.

Before I do that thought I want to reiterate something you’ve probably heard before AND is soooooo important to really understand.  Remember…Your headline is an ad for your ad.

It doesn’t matter how stellar your copy is or how wonderful your offer is. If your headline doesn’t pull in your prospect, it DOES NOT MATTER.

Many of the best copywriters in the world spend the majority of their time writing out and testing different headlines. Simply changing your headline can increase your response rate by 300% or more.  That’s why yesterday I shared some of my favorite headline formulas.  If you missed that just click here.

There are many different formulas for writing good headlines and in “The Power Of Copy Unleashed…” I share 18 of them.  That said, you can still create your own formulas but they must follow a number of rules if you want to maximize your results.  Here are the three rules I see people breaking most often and it’s costing them thousands or tens of thousands of dollars!

First…Your name as a headline is a deadline.

Don’t use your name or your company’s name as a headline.  So many people say things like “Top Five Reasons to Shop at Dave’s Magic Shop.”  This will absolutely kill your response when you compare it to a benefit oriented headline like “Top Five Things You Must Look For In A Good Magic Shop.”  Now there are exceptions to this rule but in 99% of situations, avoid using your name, your company’s name or our product or service in the headline.

Second…Do NOT send out or hand out any piece of printed material, publish a landing page or have any advertisement that does not have a headline. Ever!  

If you’re interested in making sales and having people actually read or listen to you, then you MUST have a headline.  I’d encourage you to go to your mail pile right now and see how many ads actually contain a headline.  Most will not.  That’s why most people say get a .1% response rate is good.  Good to most websites that are truing to sell something right now and look for a headline, again, most don’t have this.  This is like sending out an e-mail without a subject line (which by the way is the headline for your e-mail.)  Never…Ever…Ever have an ad without a headline.  Print, online, video, radio, just don’t do it.

Lastly…“Quotation marks around the headline” have been shown to increase response. 

Why?  Who the heck knows?  But it works so do it.  I could share my theory here or why it works but in all honesty it really doesn’t matter why, only that it does.  Now that doesn’t mean you shouldn’t test this, but most people aren’t going to test things so use best practices unless you find that for your audience something else works better.

Anyway, start with those three and if you’re really into learning more about creating messages that sell like crazy then check out “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” where among other things I go though all ten of my headline rules, provide 18 different headline formulas and much much more.

Until then this is Dave Dee signing off and saying “Kick Butt and Make Mucho DeeNero!”

Note: This is the type of stuff I reveal at every single GKIC Two Day Fast Implementation Bootcamp, plus we actually have you write various ads, marketing pieces, e-mails etc…all designed to help you make more money the day you get back.  It’s an absolute FREE event for members and just $497 for non-members.  If you’re interested we still have slots at our September and December Bootcamps.  Click here to learn more.

Three Killer Headline Formulas That Could Skyrocket Your Conversion Rates…

By: Dave Dee on: July 19th, 2014 6 Comments

Recently I had an interesting conversation with one of our GKIC copywriters about how she cut down her writing time by 75 percent and skyrocketed conversion literally overnight.

About six months into her intense study as a copywriter (dedicating about 20 hours a week learning her craft) she was still spending hours and hours just to write a headline for a salesletter. (A headline is like the hook at the beginning of a story. It captures a reader’s attention and gets them to read farther into the promotion.)

In her mind “getting the headline right” was the difference between hooking a big client or not.  Sometimes she would spend days on what amounted to a few lines of copy.

But then something happened that changed everything for her.

She went from taking days to write a killer headline, to coming up with  several of them in just minutes

I’m hesitant to even tell you what made the difference. Because it’s such a simple idea, I’m afraid you might dismiss it.

So before I tell you what she did, I want to tell you why you shouldn’t be so quick to dismiss this.

You see not only did she get much faster at writing, she got much better at it too—overnight.

So what was it that caused this transformation?

Templates and Formulas!  Yup that’s it.

Now mind you, she had been given full instruction on what to include and not include in a headline. She had been taught about keeping your target audience in mind when crafting your headline. She knew about the different types of headlines you could write. And much more.

But she never had someone give her a straight forward template to use.

The template gave her the ability to write like a top copywriter instantly. It guided her to make the right decisions. Plus, because she was following a template (and not staring at a blank page), she could write much, much faster. And on top of that, the template was created by a well-respected and VERY successful copywriter, so she started writing with a lot more confidence.

Here’s the thing about copywriting. You should never start with a blank page. And it’s always a good idea to have a template to follow to make sure you get the structure correct.

Because while direct response marketing allows you to reach the people and businesses most likely to buy your products and services…the promotions sent need to convey the right message and say the right things. And it needs to be structured in the right way and be written to make the prospective buyer take action.

So if you’re not using well-structured, proven templates to create your copy, you should start. You’ll be amazed at how much it will improve your success.

Here I’ll give you three of my favorite headline templates…

1.  “What Everybody Ought To Know About _______________”

I like this one because it’s so simple.  For example if you’re a dentist who specializes in dental implants then your headline can simply be “What Everybody Ought To Know About Dental Implants.”  This can be used by virtually any service provider from attorneys and accountants to real estate agents and carpet cleaners.

2.  “Discover How  __________,  __________ and  ____________”

Ok so say you’re a personal trainer or sell a workout program a weight loss system.  Then use something like “Discover How To Burn More Fat, Build More Muscle And Still Eat The Foods You Love.”  It’s so easy because all you need to do is put your biggest three benefits in the headline.

3.  “Why Is This _____________ Giving Away Over $________ Worth Of ________________ For Free?”

This one is great for brick and mortar business to be used as lead generation.  This can really boost the effectiveness of your ads and drive down the cost of new customer acquisition.  Say you’re a restaurant then try something like “Why is Dipietro’s Ristorante Giving Away Over $10,000 Worth Of Fine Italian Cuisine For Free?” This one works for virtually any brick and mortar business!

So if you find yourself struggling to create effective ads, and sales messages in a short time you need to be on the lookout for proven templates and formulas that’ll drive your ideal customers, clients and patients to you.  Quick hint…keep reading below ;)

**What’s Hot at GKIC This Week Through July 21, 2014** Want a Formula That Provides The Step-By-Step Blueprint For Generating A Continuous Stream of Customers, Allows You To Quickly Dominate Your Market and Turns Your Business Into A Money Making Machine?  Then click here for the newly released confidential system for quickly creating sales messages using proven templates and formulas.

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.

The Unsung Causes Of Failure In Small Business

By: Darcy Juarez on: May 6th, 2014 5 Comments

I just finished re-reading Making Them Believe by Dan Kennedy and Chip Kessler.

Based on the advertising, marketing and promotions of Dr. John Brinkley, it dissects the 21 principles drawn from Dr. Brinkley’s advertising.

At one point in the book, Dan Kennedy discusses the Dr. Brinkley idea that impresses him the most. He says it’s impressive because it is very common to find entrepreneurs doing just the opposite.

In fact, since the beginning of Dan’s consulting business forty years ago, he’s witnessed business owners spending sizable sums of money and expending enormous effort on marketing while giving little or no regard to this principle. Which often causes struggle, frustration, and may exact great penalties on a business—even failure.

So what was John Brinkley so good at that earned Dan Kennedy’s admiration?

His laser focus on developing a clearly defined target audience and a clearly developed message.

Dan says business owners, “Either begin and grow without focus, or lose focus and drift away from what brought them to the dance over time.”

Dr. Brinkley on the other hand, from start to finish, maintained very clear focus.

When reviewing this I thought a great deal about the reasons behind why so many business owners are unfocused or drift from their original target.

One reason is that focusing on a small target seems contrarian. On the surface it would seem that if you had a larger audience to choose from, you would sell more.

But actually the opposite is true.

A focused target audience matters more than the size of that audience. In other words, you don’t need millions of customers to grow your business; you just need enough of the right ones.

Brinkley was very clear about who he was targeting and why they were his ideal customers.

In fact, he tossed aside enormous segments of the population such as women who, at the time, purchased 80% of medicines and medical treatments.

Instead he consistently focused on a single segment of the population which was age and gender specific, and within that, ailment/condition specific, and within that mind-set specific.  And he never strayed away from that segment.

When you target everyone or even a broad segment of the population, you’ll find people simply aren’t going to respond. That’s because your one-size-fits all message can’t compete with the messages which speak specifically to them.

Another reason for lack of focus is that it is easy to be led astray.

A media sales person offers you a deal so you take it, despite the fact the target audience is a poor match for your business. Or you hear about a hot trend in media and think you must get onboard right away.

Once defined, stick to your target. Don’t let economics, media sales persons, hot trends, and other distractions steer you off target. If your target market isn’t looking at that media, it’s not right for you and can cost you far more than money.

Direct your marketing efforts to a very, specific, very focused target market—and avoid drifting away from that target—and you will waste less and profit more.

It’s not just an unfocused target audience that can lead to failure. Your message must be on point too—and you must continue to consistently convey that proposition.

Clarity of a specific proposition trumps general propositions. People aren’t listening to generalities. Get rid of vanilla messaging in favor of a specific, specialized message that is clearly focused on what your defined, specific target wants.

Brinkley built a single specialty and crafted a very single-minded, specific proposition that he stuck with throughout a lot of controversy, opposition, and criticism. He never strayed from his proposition, not once.

Dan Kennedy says, “This is something most business people cannot seem to do.” Many are swayed by the opinions of others or by criticism they hear.

He encourages you to not be swayed by critics and continues, “I have, for example, never once gone and read any of the criticism and gossip about me…I couldn’t be less interested in it because I am convinced the sources of it are not my good customers or candidates to be good customers.”

Expend your energy on those who will be good customers. When you continually focus on a single message, you will develop passionate audiences who will even help spread your message for you because of the nature of people who share through social media.

Benjamin Franklin once said, “Never confuse motion with action.”  While you may have a message you are actively spreading, ask yourself, is it targeted and focused on a single audience and message? In today’s world, a vanilla, one-size fits all message targeting a generalized audience will not be heard. Which means the motion you are taking may not always be worthwhile.

NOTE: If you want fewer struggles and faster, cheaper, non-boring marketing that attracts only your ideal clients, customers or patients that like and respect you then don’t miss our next Fast Implementation Bootcamp on May 29-30, 2014. You’ll leave knowing how to:

  • Attract your ideal client (while repelling the ones you don’t like and who don’t respect you.)
  • Craft a compelling, specific message that is irresistible to your target audience.
  • Create a lead generation magnet that is positioned to lead that perfect customer to beat a path to your door.
  • Do the #1 thing that your business must do to not only survive but to be successful.
  • And much, much more.

If you’ve struggled with determining who your exact target market should be, don’t feel your message is focused enough or find that you are not where you want to be in your business, then it’s time for you to attend GKIC’s Fast Implementation Bootcamp.

We’ll get you focused and on-track. Plus if you are a member, it’s FREE to attend.  If you’re not a member, you can take our 60 day trial membership now (with no commitment) and come for free as well.  Just click here now to discover what all you receive with the 60 day trial.