Archive for the ‘Copywriting’ Category


The Hidden Secret To Higher Profits No One Talks About

By: Dave Dee on: April 3rd, 2014 3 Comments

I call it the “hidden secret.”

Why?

Because no one wants to talk about it….not even the gurus.

I revealed what it was last Saturday at Super Conference.

Here’s the thing…

It does not matter what product or service you offer in the marketplace. It does not matter if you sell offline or online or using a hybrid of both.

If you want to build a herd that will stay loyal to you…

If you want to communicate effectively with a large group of prospects…

If you want to convert your leads to customers, clients or patients…

If you want to build a successful business that consistently and reliably delivers you quality leads and large profits…

It’s going to require you to do this one thing…

Why doesn’t anyone want to talk about it? Because no one wants to hear it.

Yet, if you want to effectively sell your products and services, you will need to communicate your products or services’ benefits to your prospective customers.

And this will involve using this secret…

You need to know how to write powerful hypnotic copy (or at least know about it so you can hire the right person.)

Whether you write it yourself or you hire someone, you need to understand and accept this. Because as billion dollar marketer, Ted Nicholas says, “Words, not numbers, are the true currency of business.”

Everything is copy. If you record a free message—it needs to be composed of hypnotic copy. Put a video up—your script needs hypnotic copy. Do a radio ad—yep, that requires hypnotic copy too.

So what exactly is hypnotic copy? It’s copy that translates words into something meaningful, understandable and emotional.

For example, if a sales message says “Their coaching program helps clients sell a whole lot of stuff to people all over the country every day.” That’s interesting, but not hypnotic. However, see what happens when I change it to say, “Auto Dealers in their coaching program sell a car every 2 minutes all across America.”

Can you see the difference? The words in the first example was fine, but the second example communicated the message in a specific way that had special meaning to a specific target audience (Auto Dealers), was understandable what their coaching program could do, and created emotion.

This truly does make your products and services sell better. Of course, the reason no one wants to talk about it, is because this does take time to master. However, here are a few tips I revealed which will help you get started writing hypnotic copy:

Ask questions.  Before you start writing you need to ask the following questions:

1)      Who is your best customer?

2)      What are the top three to five things your best customer wants?

3)      What is the first piece of information they want to know?

4)      What should they be looking for when buying a product or service like yours?

Taking the time to answer these questions will give you crucial information that will help you create hypnotic copy.

Personalize your copy. To personalize your copy, speak directly to your customer. If you have more than one target audience, then create more than one piece of copy so you can keep it personal. Keep in mind, I’m not just talking about using their name—in fact there will be times when you won’t have their name. For instance, you can personalize copy by doing things such as including their city, neighborhood or business type in your promotion, letter or ad.

Always have a call-to-action. Hypnotic copy always includes a call- to-action (CTA). Simple, clear CTA’s work best such as “Call Today!”

Invest in understanding what good hypnotic copy is. Be sure to ask (and answer) the questions, personalize your copy and always include a call-to-action. And remember, you don’t have to master it yourself, but you should be aware of what good copy looks like so when you hire someone to write for you, you’ll have a better understanding of whether they hit the mark.

NOTE: If you are hiring someone else to write your blogs, articles, emails, letters, etc. I’d suggest you pick up GKIC’s FREE report, “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”

Bad copy wastes precious dollars and costs you sales. Set yourself up to make millions by finding out what you need to ask every copywriter before you hire them. Remember there is no charge for this.  Just click here or go to www.gkic.com/7questions

 

Dan Kennedy’s Undisclosed Secret to Success

By: Darcy Juarez on: February 27th, 2014 4 Comments

People often wonder exactly how Dan Kennedy has helped transform so many businesses into million-dollar income producers.

Not to mention how many businesses he’s sparked income improvement in. Especially when you look at the wide and diverse range of product and service categories he’s worked with…everything from professional practices such as doctors, dentists, financial advisors and chiropractors to auto repair shops, retail stores and restaurants to info-products, authors, consultants and coaches.

Why do they wonder?  They usually want to know how they can have the same kind of success in their business.

Well, the one thing Dan Kennedy attributes most of his success to is his ability to write persuasive, compelling copy.

And while I agree, I also contend that there is another simple thing Dan does that has greatly impacted the level of his success.

It’s something that anyone can do. But, shockingly…only a very tiny percentage of the population actually does it.

In fact, even after reading this, you’d be surprised at how many people won’t follow this simple advice.

The proof I have that this one simple thing is a big part of Dan’s success formula is that the most successful people I know all do this. And, Dan teaches that this is critical to get things “right.”

In fact, if you want to be successful, I believe you could greatly accelerate the process by following Dan’s example.

What is it that Dan and the upper echelon do that most don’t?

They ask questions.

Sure as an author, coach, consultant, and speaker Dan gets paid to talk and give advice. His written words have earned him millions of dollars and his advice has created over a billion dollars in revenue for those who have followed it.

However, before Dan dispenses advice to a client, GKIC member, or coaching group, he asks questions…

And then he shuts up and focuses all his attention on listening.

In fact, he won’t utter a word of advice until after he’s asked questions.

He also has a long history of seeking out the biggest achievers. Dan surrounds himself with them and always has—even in his earliest days. In the midst of these achievers he’s always asking questions, listening and taking notes.

And you’ll find when you meet him during our big events such as Super Conference℠ and Info-SUMMIT℠ that he doesn’t talk much. You might even describe him as quiet or reserved because he doesn’t go on about how great he is or how he’s accomplished this or that—which he most certainly could do. Instead he tends to listen.

Sure, he offers advice, but only when asked.

When I have business meetings with Dan, he doesn’t barrel in with advice…instead he leads with a question about our results, approach, target audience, goals, etc.

Such a simple formula, yet so many don’t utilize it.

I believe this is due to a couple of reasons.

One, I think people are embarrassed. Somehow we’ve been taught to believe that not knowing the answer to something or asking a question that in our minds isn’t “good enough” will make a negative impression.

Of course, now that you know that the smartest people ask questions, this should no longer apply. But if you are still feeling that way, then asking your question one on one rather than in front of a large group might help your anxiety or embarrassment.

Another reason is that sometimes people feel uncertain about what to ask. While you will get better at this with practice, you might have a list of go-to questions you use. For example, you’ve probably heard Dan say that the wealthiest, most successful people he meets are always asking people what books they are reading.

Before attending a convention, networking or other big event, take the time to jot down three of the biggest challenges you are facing in your business or life. Then frame your questions around these.

For example, let’s say you own a brick and mortar retail store and your number one goal is to raise the amount of your average transaction. When you attend Super Conference℠ you might ask everyone you meet what they are doing to increase transaction amounts with their customers. When you do this, you are bound to find ideas that will work in your business too.

Or perhaps there is something specific you want to learn how to do such as mobile marketing or purchase direct mail lists. You could ask people if they’ve had a successful experience using mobile marketing. If they say yes, then ask if they have advice for someone starting out about what to do or what not to do.

By having a pre-defined list of what you want to know about, you’ll find it much easier to ask questions and get answers to your most pressing concerns.

While you can learn from anyone, you’ll excel the fastest by seeking out and asking questions to the most successful people in the room. And you’ll be a better author, coach, consultant, info-marketer, retailer, professional, etc. when you seek to understand and clarify your client or customer’s problem first through questions before you diagnosis or dispense advice.

So ask questions and listen. Take notes. And then use the answers to accelerate your path to higher success. You might be surprised what a difference this formula makes in your business and life—and what a big advantage you’ll have because so few actually use it.

NOTE:  In case you missed it the other day, Frank Kern has just released his latest book “Convert: The Simple Little Formula That Sold $50 Million Dollars Worth of Products And Services Online” In it he reveals how to create internet campaigns that sell, regardless of your industry.  In Franks book you’ll discover…

  • All you have to do is basically “show up” and you can dominate your marketplace in a matter of days using this one simple method. (See page 3)
  • How billion dollar CEOs, politicians, and even cult leaders control people’s opinions without ever even meeting them. Major discovery on page 27
  • Go behind the scenes of a six-figure promo beginning on page 65
  • Discover the single biggest factor in increasing the money in your pocket …even if your sales stay the same. (Page 7)
  • The fastest way to make someone want what you’re selling. (Whatever you do, DON’T talk about your product!) Page 50
  • How to charge MORE than your competitors …The secret is this two-step formula that works even if you’re an “unknown nobody”. (Page 9)

For a limited time Frank’ll send you his book for just $5.60 shipping and handling.  If you’re interested just click here now and he’ll ship this out to you pronto.  For those of you who know who Frank is, you’re probably already taking advantage of this.

For those of you who don’t know who Frank Kern is, you owe it to yourself and your business to get acquainted with him asap.  To learn more just click here now.

 

Magnetic Marketing Event Bonus Videos

By: Dave Dee on: February 19th, 2014 118 Comments

Congratulations on registering for Dan Kennedy’s Upcoming FREE event where he’ll reveal How To Create A Flood of New Customers, Create A Cash Flow Surge AND Magnetically Attract Prospects Who Want To Buy From You

In case you got here by accident and aren’t registered simply go to www.gkic.com/mmevent now for all the details.

To get you going I’ve created a few videos that’ll help you prepare and get the most out of this one-time only FREE event.  Go ahead and watch them below (new ones will appear every few days) and leave your comments below.

VIDEO #1 “Why Do You REALLY Want More Customers, Clients and Patients”

 

VIDEO #2 “How I Went From Dead Broke To Successful Entrepreneur”

VIDEO #3 “How To Find Your Ideal Customer Part One…Create Them”

BRAND NEW VIDEO “How To Find Your Ideal Customer Part Two…Get In Their Head”

Tomorrow we’ll reveal exactly what’ll be covered in the Magnetic Marketing Event!

In case you got here by accident and aren’t registered simply go to www.gkic.com/mmevent for all the details

3 things that can help you get everything you want in life

By: Darcy Juarez on: January 21st, 2014 4 Comments

“Those few days in Texas, changed my life.”

That’s what John Mulry wrote to me in an email a few months ago.

He started his email, “You’ve had a massive influence on my personal development. It was this time last year I made the decision to fly half way around the world from Ireland to attend the GKIC Fast Implementation Bootcamp.

He’d written to thank Dave Dee and me and to let us know he’d also completed a book.

His book details his transformative journey from feeling lost and alone with no direction to the success he’s found today.  In it, he shares what he believes is the key to getting everything you want in life.

After receiving messages like this over the past couple of years here at GKIC, I’ve identified some common denominators for these life transformations.

Some of the same reasons John succeeded are the very things that can make you more successful this year…

1)      Pick One. Often there are so many different things you want to do. And you’re trying to do them all. I’ve seen people try to add info-marketing, write a book, improve their copywriting, and do a big launch…all at the same time.

Decide on one thing that will impact your business the most and commit to completing it. For example, maybe adding coaching will give you the biggest benefit. For the time being, just focus on getting your coaching program up and running and say “no” to other big ideas for now.

Side note: This doesn’t mean you should abandon things like marketing your business or keep up with the things already working in your business. Nor does it mean you can’t or shouldn’t come back to those other items on your “to do list.” It just means you should focus on completing one big business idea at a time instead of trying to do multiple projects.

2)      Remove yourself from your everyday environment. Sometimes you get caught in the hamster wheel… so caught up in the day to day and too close to things that you can’t see what would truly make your business better. Not to mention it’s difficult to make huge improvements when you are surrounded by constant distractions.

Think of it this way, have you ever been at home wanting to relax but things that need to be done keep “calling your name?” Like the laundry, bills that need to be paid, the dishes in the sink, etc. You almost have to leave the house to avoid the distractions.

It’s the same with your business.

Getting away from your business allows you to think. It allows you to see your business concentrate on figuring out how to do things better without constant interruptions and diversions cluttering your mind.

Schedule time away from your business to contemplate new ideas, think and work ON your business instead of IN your business.

3)      Don’t go it alone. Sometimes you need someone outside your business to help you connect the dots.

For example, say you know you need a marketing funnel in place, but you’re not quite sure how to go about it. Because you’re unsure, you do nothing.

By receiving feedback from other successful entrepreneurs, a mentor or a coach, you can fill in any missing pieces and get tips based on successful outcomes. This not only makes it easier, but you’ll feel much more confident about your decisions too. And when you feel confident, you’ll more likely to put your plan into action.

Decide that this is YOUR year. Ditch the distractions, focus on one big idea at a time, and get feedback from people you trust to help you move forward with new ideas.

Do you have examples where one or more of these ideas helped you make a breakthrough in your business?  Share your story in our comment section.

NOTE: If you want the perfect place to get away from all your distractions so you can focus completely on your business, get coaching and feedback all in one place…then join us for our next FAST Implementation Bootcamp.

Not only is it FREE for GKIC members to attend, but it’s the most powerful atmosphere for getting LOTS done to grow your business and reach your goals. (Not a member? You can attend for $497 or become a member here.)

Come submerge yourself in working on your business on February 6-7, 2014. Hurry! Only a few spots remain.

5 Things You Can Do To Make Your New Year More Profitable…

By: Dave Dee on: January 1st, 2014 6 Comments

As you begin the year, we wish you growth, prosperity and autonomy…and hope you have your best year yet.

Yesterday Darcy gave you five things to do to get ready for 2014. (If you missed it, read 5 Things To Do Right Now That Will Make 2014 Your Best Year Yet here.) Today, I’ll list five things that will specifically help you meet your income goals for 2014.

1)      Pick your biggest wins. It’s easy to get overwhelmed with ideas and strategies you want to implement. Instead of attempting everything, becoming overwhelmed and paralyzed and completing nothing, pick one or two ideas that will give you the biggest wins.  Give yourself a deadline to complete them. Then pick two more. For example, perhaps adding a follow-up sequence to a sales letter that is converting will give you the biggest win right now. Make your single focus to get that follow-up sequence in place in the next week. Then move on to your next big idea.

2)      Improve your copy. People often wonder what Dan Kennedy does to justify fees of $100,000 to write a sales letter or ad campaign. The answer is simply that words matter and he’s very good at picking and combining words that sell. Dan says, “It’s absolutely true that how you say it is as important as what you are saying.” (If you are thinking of hiring a copywriter to help you with this, be sure to read our FREE report, “The 7 Key Questions That 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, to ensure you don’t waste your precious marketing dollars on bad copy.)

3)      Add another stream of income.  Back in the 1950’s a family could survive on one income. Today, many families require two incomes. And if one income is lost, they quickly face financial hardship. The wealthiest people I know have more than one source of income flowing in. That way if one stream isn’t doing well, another source will make up the difference. The best way we know how to do this here at GKIC is to add information marketing to your existing business. Focus in on a niche or sub-culture where your audience is already narrowed.  This way your price point can be higher.  (A good place to start is by watching the free training video and getting the quick start-up guide  from the Information Marketing Association here.)

4)      Raise your prices. Make more money this year simply by raising your prices for the same products and services you already offer.  Not only will you make more price per unit sold, in some cases price tests show that a higher price will actually cause higher response. (See chapter 7 in No B.S. Price Strategy.) Use the pricing strategies and secrets in Price Elasticity Online Training to extract the maximum price for your products and services and raise your prices with little or no price resistance.

5)      Write a book.  Writing a book positions you as an expert.  This gives you a huge edge over your competitors who have not written a book. Plus as an expert, you can charge more for your products and services.

Doing one of these this year will increase your income. Doing all of them could be life-changing. What do you plan to do in your business this year to raise your income? Let us know in the comments below so we can help provide you the information you need to succeed.

NOTE: As a way to get your year started right here’s a FREE replay of “Secret Productivity Strategies Of The Ultra-Successful” that I did several months ago.  This will help you to accomplish more of your goals in 2014 and get them done faster than you ever thought possible.

How to get your customers to open, click and buy, no matter how weak your subject line is

By: Darcy Juarez on: November 26th, 2013 8 Comments

It was a big task…

And one I wasn’t entirely sure I could accomplish.

The task?

Improve our email open rates, click-through rates and revenues.

I’d just started at GKIC and, although confident in my abilities, I was still slightly skeptical.

Because while I could find good copywriters that could write better subject lines, calls to action and so on, our list was somewhat “damaged.”

Meaning that some of the emails we’d been sending had damaged our reputation.  And reputation in this business, as I’m sure you’re intensely aware, is everything.

Allow me to elaborate…

If all you do day after day, week after week is send a short email trying to sell something with no usable content, eventually your subscribers stop opening your emails and unsubscribe.

Even if once in a while you send a great email with amazingly good information, it won’t matter. Because all the poor content and flood of promotional offers has killed your reputation.

It works the other way too.

If you send emails with good content, valuable offers and relevant information, your list will continue opening your emails, even if you miss the mark once in a while.

In fact, you can build such a good reputation that it won’t even matter what your subject line is—just the fact that it’s from you will be enough to compel people to open your message.

Here are some things to help build (and keep) a positive reputation with your email list:

Mix things up. Don’t pound your list with stuff to buy.

Yes, it’s okay to sell through email, but if every email is a straight sales pitch—especially a sales pitch which has absolutely no message other than to say “buy now,” you’ll lose your list.

Use a combination of promotional emails, acknowledgement and follow-up emails, customer service emails, and informational emails.

Also, instead of always making offers that ask people to buy from you, give your readers free items that are valuable and relevant.

Review your email schedule to make sure you aren’t too heavy in one area and constantly evaluate to see where you might need to change the mix because of something going on.

For instance, when we launch a product, we may cut back on our regular email schedule because we know we’ll be sending a lot of other emails that are relevant to the launch.

Don’t assume your content is compelling. You must consistently deliver good content. The unfortunate part of this is that what you find interesting might not always be the same as your audience.

For instance, you may think that the story about what chemicals go in your product is fascinating, but does your audience really care? Always ask yourself:

  • What is this message about?
  • Do my subscribers care about the topic?
  • Is it clear what action I want my subscribers to take?
  • Is it relevant?

Remember the power of one. When you are deciding what to write, pick one idea to cover per email…and then stick to it.

Keeping the focus on one idea makes it easier for people to remember your lesson or take away what you want them to do which in turn makes your emails better.

For example, if your subject line is “10 Reasons Why You Should Eat Healthier,” then you want to stick to why your audience should eat healthier and not stray into what they should eat to be healthier.  If you find yourself introducing a new topic, cut that part out and save it for another email.

Always keep in mind your “big message.” Your “big message” is the one you want to resonate with your readers. In the case of GKIC, our big overall message is that this is the place for prosperity for small business owners and entrepreneurs. Everything we do is to help you be more successful and prosperous.

Keeping your big message in mind gives your emails a consistent feel which keeps your readers coming back for more. If you wander too far from this “ big message” then you may find you are losing subscribers due to the fact you are no longer delivering what they signed up to receive.

Make it easy to read.  There are several things you can incorporate into your writing style that will make your emails easier to read. For example, use clear, concise language. Use a mix of short and long sentences. Write to express, not impress by using more common words and writing at a 5th-7th grade literacy level. (Find out more about using your “readability” feature in Word to check this in my article: Six Pro Copywriter Tips to Make Your Copy As Strong As Possible

I’m happy to report we’ve greatly improved our email open rates, click-through rates and revenues thanks to the efforts of our marketing team and super copywriters.  (Obviously it would be better to avoid this problem to begin with as, if your list is too severely damaged, the only solution might be to build an entirely new list from scratch.)

Follow these guidelines and you’ll not only develop a great reputation for delivering quality content, you’ll gain more loyal and dedicated prospects and customers.

NOTE: If you want to learn how to quickly craft killer emails that your list will love in just minutes, be sure to register for our upcoming FREE Fast Implementation Bootcamp. In just one of the sessions, Chief Marketing Officer, Dave Dee will peel back the curtain and let you in on the psychic sales secrets he’s used over and over again to write emails his clients love receiving. And the best part is…you won’t have to spend hours developing it. You can create emails in minutes.

If you are a GKIC member, there is no charge for this bootcamp. Find out more and register here now.

Not yet a member? No problem! Receive two free months of membership here, plus $633.91 worth of Money Making information here –and you’ll be eligible to come to Fast Implementation Bootcamp free too.

Most Entrepreneurs Deprive Themselves Of This Shortcut, Are You?

By: Dan Kennedy on: November 16th, 2013 1 Comment

I’ve just returned from Chicago and our annual Info-SUMMIT event.

Chicago, the city itself, is rich in instructive stories and actionable history.

An example, American football halfback for the University of Illinois and the Chicago Bears, Harold “Red” Grange (June 13, 1903 –January 28, 1991).  Nicknamed “The Galloping Ghost,” Grange is credited with legitimizing the value of “pay for play” as well as boosting the National Football League and helping it succeed and grow to a new level.

People packed stadiums to watch “The Galloping Ghost” when he played for the University of Illinois catching the attention of owner-coach and player for the Chicago Bears, George Halas. Halas signed him hoping that Grange’s crowd-pleasing antics and statistics would attract the same large crowds of paying customers to Bears’ games.

During a time when typical salaries for professional players were less than $100 per game, Halas inked a contract with Grange agreeing to a 19-game tour with a salary and share of gate receipts that amounted to $100,000.

Days after his collegiate career ended, on Thanksgiving Day in 1925, Grange suited up to play in his debut game for the Chicago Bears against the Chicago Cardinals at Cubs Park (now Wrigley Field.) Ticket sales that day climbed to 36,000. Over the next several months “The Galloping Ghost” attracted more than 400,000 spectators giving rise to “pay for play” professional sports.

In every field, in everything we do—there is “gold in the old.” There is always someone who was the first, someone who holds the record for doing it the longest, the best, and the biggest. To see how things evolved, especially if you aren’t where you want to be with your business or career, is extremely valuable.

For instance, in marketing, many “old models” and “old media” still work great today. You can trace entire companies back to one successful marketing campaign that launched them and/or ran for years generating millions of leads and millions of dollars.

Ignorance of history deprives you of the best available guide for what works and what doesn’t. Without reasonably accurate examples or knowledge of the past, you simply cannot expect to create the most favorable and desired results.

In fact, without seeing how others responded to old offers, headlines, guarantees, products, etc., it is impossible to predict how people will respond to new marketing, product and service offers. Under such absence, frustration, failure and unwelcome response is sure to rear its ugly head.

In marketing, swipe files (a collection of tested and proven advertising and sales letters used for reference) are a great way to build a whole library of ideas to use in your own promotions. But more than that, reading what worked in the past and studying the history of direct mail is perhaps one of the best ways to shortcut to direct-mail mastery. You’ll be surprised at how many patterns repeat when studying promotions of the past.

There’s something else you should be doing with the material in your swipe file. As a marketer…especially if you are writing your own copy, you should be reading at least one successful direct-mail promotion every week. In fact, if each one that you read is a ground-breaking promotion, like the kind featured in my Lifetime of Work Deluxe Archives Collection, all the better.

There is “gold in the old.” Just look what “The Galloping Ghost” did for professional players’ salaries (and the jobs and income generated for stadiums and team owners.) Not to mention the model for tying results to pay. Studying the best will help you get to success all that much quicker. If you aren’t studying what’s worked in the past, you should start pronto.

NOTE: In case you weren’t at Info-SUMMIT, I released my “Lifetime of Work Deluxe Archives Collection. This collection is the result of my excavating literally rooms of files, notes, samples, photos, artifacts and more that I’ve accumulated throughout my 40+ years in information marketing and 45+ years in marketing, copywriting, speaking, and authorship.

DK40th.jpg

Organized by category, in chronological order, I included NEW notes with each item in the collection.

These aren’t just marketing pieces that put a few extra dollars in the pockets of their creators. You’ll find examples of “company-makers” that fueled company revenues for years at a time. For teaching purposes, I’ve also included odd and curious items and items of historical significance and many pieces you can glean ideas from.

You have the opportunity for a few short days to grab your own copy of this JUST released massive archives collection. To claim your copy, just click here.

The Most Powerful Way To Improve Your Marketing…

By: Dave Dee on: November 7th, 2013 1 Comment

“I think stories are extremely important…I’ve made a good living with (them) for decades.”—Dan Kennedy

Tomorrow I’ll be interviewing Dan Kennedy to get some of his best material out of him as part of a very special event—celebrating Dan’s 40th Anniversary in Info-Marketing.

(If you’d like to be a part of this spectacular evening—and listen in on the stories, see the “Best of Dan” video, and all the other fun stuff, you can be a join in this historic occasion from anywhere in the world by registering to attend online FREE. Get the details and register here.)

As I was preparing for this, one word really stuck out… the word “story.”

Much of the evening will be made up of stories… from hearing the inspiring, amazing and often amusing true stories from authors, speakers and master info-marketers about how Dan helped them birth, launch and skyrocket their business to hearing Dan’s stories about lessons learned, insights gains and even some that reveal a few of his most embarrassing moments.

Stories can be compelling and powerful and it seems we are wired to respond to a good story. In fact, a lot of great marketing is built around skillful storytelling.

Dan once wrote, “Every really persuasive, influential speaker I’ve ever been around has been a masterful storyteller.”

Maybe that’s why he’s worked so hard to learn how to take a basic, simple event and build it into a useful, detail-rich, entertaining story.  Working to get better at storytelling is something that will serve you well too.

While preparing for Dan’s 40th Anniversary Celebration, I learned that Dan has been putting together a story bank over the years that now stands around 100 strong.  Plus he has a bank of jokes that he pulls from –some more frequently—which have also helped him make a good living over these many years.

You may even have some “Dan stories” that come to mind…such as his “Annoying Pest, Welcomed Guest story” or about the “Cat that licked stamps.” If you are familiar with these stories, you likely can even remember the points the stories made just by those references.

Here are five reasons why you should work to improve your storytelling:

1)      Stories create camaraderie. If you tell a story about your life—be it about having kids, getting divorced, struggling in business, playing golf, etc.… creates a bond with your audience when you talk about something that resonates with them.

2)      Stories can inspire people to take action.  Tell a story about overcoming an obstacle, challenge… the hardest thing in your life…about something greater than you…people coming together for a common purpose – and you will inspire people to take action.

3)      Stories teach in a memorable way. I can give a presentation with charts, facts and figures or send a sales letter filled with bullet points, but if my presentation or sales letter tells a story, you are more likely to remember the story than a figure or bullet point.

4)      Stories allow you to interpret things. A good story won’t explain everything, but instead lead the reader or listener to ask questions, form ideas, and create a launching pad for new ways of thinking.

5)      Stories can help you position yourself or pitch a new idea, product or service.  Relaying an experience or painting a favorable picture through story can cause people to transfer that picture to your product , service or idea. For example, a very successful sales letter sent out by the Wall Street Journal used a story lead about two people who start their careers with equal prospects and opportunities. But 25 years later one is very successful and the other is not. The story goes on to tell the strategy that made the difference—positioning The Wall Street Journal as the reason for the success. To give you an idea of how powerful this technique can be, this particular story lead continually made more money over any other letter sent out by The Wall Street Journal for 28 years and generated 2 Billion dollars in revenue.

So how do you get better? Here are some techniques you can use:

Read good stories. Don’t just read non-fiction stories, but include good fiction on your reading list to understand good story structure.

Keep it simple. Don’t make your story too complicated or include too much information.

Concentrate on mastering the opening and closing. Use your strongest material at the beginning and at the end as this is often what the reader or listener retains the best. (Remember that sometimes your strongest material might mean starting your story in the middle, instead of at the beginning. )

Pay attention to the details. Look for relevant, pertinent details to include in your story.

Beware of tangents. If you find a section of your story that strays from your original topic, cut it. Wandering off topic will distract your audience and cause you to lose their attention.

Create stories that stem from the truth. The best stories come from a true story and are more believable. While I do know that some great storytellers use some creative licensing and exaggerate some, a story that is closer to the truth will be more believable and effective.

Storytelling is just one way of communicating your message, but when you get good at it, you likely will always have an audience.

NOTE: Today at 4:20 PM ET, I’ll be shedding some light on an easy formula for using the persuasive technology known as Google Hangouts in my presentation “The 7 Secrets to Six Figure Google Hangouts.”

Tune in FREE to catch me live at Info-Summits as a spill my secrets for a simple 1-2-3 structure for your presentation and my formula for balancing “hard core pitch” with “hard core content.”

You’ll get killer strategy that can help you make or break your ability to monetize your event and tips to build better story into your event.

Register online now click here.

Why Copywriting Is The #1 Skill To Master If You Want To Increase Your Income

By: Dave Dee on: October 26th, 2013 3 Comments

Here’s something champion entrepreneurs know about getting people to give you money that most business owners don’t.

When most business owners want to increase their business, they advertise.

This no doubt is a must-learn skill. That’s why GKIC keeps stressing the importance of learning how to market your business.

But once you start creating ads for your business, and once you are able to really see the power of marketing that can bring new customers to your door or website…and bring customers back to buy more…there is a skill that can bring your marketing (and your bank account) to a whole new level.

It’s a skill most business owners will never take the time to really dig in and learn, let alone master. Some business owners will hire someone to do this for them…but foolishly will skimp on because they don’t fully understand the skill or how big a return they have the potential to receive.

It’s a skill you’ll want to integrate into your business…and even if you don’t want to invest the time to fully master it, you’ll want to get a deep understanding of so you’ll have a better handle of what will work when hiring someone else to do it.

That skill? Copywriting.

Copywriting, very simply is the ability to put words on paper that get people to send you money.

Good copywriting creates tremendous leverage, because once you get the right words on paper…in the right order (and this is key), all you have to do is use the right media to deliver that message to the right person.

Do the work once, use it forever.

Let me tell you a story about a man named Gary. Gary was an encyclopedia salesman who wanted to get into information marketing. He was a very good salesman, but he hated the long days, and hated the rejection.

He made a lot of money, but he hated seeing people face to face. Hated it.

The reason Gary wanted to get into information marketing was so that he never had to do face to face selling and telephone prospecting again.

The idea of sending a letter in the mail, and having money come back without ever seeing his customers or even talking to them on the phone appealed to Gary.

Plus the fact that he could write the letter and have someone else print and send it, meant he cut his work load to only writing the letter.

So Gary learned how to write a great sales letter.

At first Gary didn’t succeed. In fact, he failed miserably because he studied the wrong stuff. But then he discovered the key was to put the elements of his sales presentation into print. And once he did this, instead of giving his sales presentation to one person at a time, he could deliver it to millions of people at the same time.

Once he figured this out, he mailed some letters, got some orders, and used the money from the orders to mail more letters. And so forth.

What was his bottom line? Gary was able to mail so many letters, that he brought in over 20,000 checks per DAY!

What was Gary selling? It doesn’t matter. The magic wasn’t in the product—it was in the letter.

People were sending Gary money because of the words contained in the letter. The best part—Gary only had to write the letter one time. Once he knew it worked, he was able to mail it again and again.

That’s the power of copywriting.

I’ve never had 20,000 checks arrive per day, but I have written sales letters, teleseminar scripts, video sales letters, website copy, etc. that have brought in millions of dollars for me and my clients.

And it’s what top entrepreneurs understand to be the #1 skill they should master if they want to dramatically increase their income.

Rich Schefren, Yanik Silver, Frank Kern, and of course Dan Kennedy are all examples of champion entrepreneurs. What do they all have in common? They all are killer at copywriting.

So how do you get better at copywriting?

1)      Learn from someone who knows what they are doing. First of all, you don’t need to be a good writer or an English major or have any formal qualifications to learn, but you do need someone who knows what they are doing to teach you how. (I think Dan Kennedy is a good option. I think his most comprehensive and bet copywriting course is Copywriting Mastery and Sales Thinking Bootcamp. This is also one of the top courses consistently recommended by GKIC members.)

2)      Start building a swipe file. A swipe file is a file of good copy proven to work. This can be printed files, electronic files or both. It should be full of copy that makes you want to take action. The type that gets the point across and makes a good sales argument.

While you can’t flat out copy them, you can use them to model the structure of the letter, web page, email, etc. They are also useful to model for headlines, bullet points, offers, guarantees, and other elements.

3)      Study good copywriting. Read your junk mail. When you receive a piece of mail that doesn’t get you excited, ask yourself why not. What would make it better? Read everything from companies that are known for good copy. For example, you should be reading everything GKIC sends you because I can tell you that what we are doing is working. Study the examples Dan gives you in your No B.S. Marketing Letter and in the Swipe and Deploy File. (If you aren’t currently receiving this, click here to receive 2 Free issues and other money-making information.)

4)      Practice. You don’t always have to tackle writing a big sales letter. Start small. Write fifty headlines for a sales letter. Practice writing bullets for your product or service.

5)      Have your copywriting critiqued.  Now to really make it worth your while, you’ll want to pay a good copywriter to critique your work. Why? Because they know what they are doing and can give you guidance that will not only make your writing better, it can help shave years off your study.

No one can guarantee results when it comes to copywriting. And I can’t tell you how long it will take you to master it. But I can tell you that if you follow these steps, you’ll have a much better understanding of what works and what doesn’t and you’ll become a much more successful copywriter than you are today.

**What’s HOT at GKIC** If you are ready to learn from the best copywriter I know, (hint: Dan Kennedy), I’ve arranged for you to receive a 3 payment option for what I consider his best copywriting course Copywriting Mastery and Sales Thinking Bootcamp. Plus, because I think the copywriting critique is so valuable, I’ve asked our top GKIC copywriters to offer you two free critiques (a $994 value) when you purchase Copywriting Mastery and Sales Thinking Bootcamp by midnight, Monday.

Not only do you get Dan’s best copywriting training, you’ll also get a huge swipe file with many, many examples, proven formulas for writing, tips on how to write copy faster and much more.

Get all the details by clicking on the link here: http://www.gkic.com/copymastery

Six Ways To Prevent Your Business From Being “Shutdown”

By: Darcy Juarez on: October 1st, 2013 3 Comments

Today, the U.S. government shutdown for the first time in more than 17 years. Reading the paper and listening to the news there’s a lot of debate about what a shutdown will mean.

But one thing is certain, the shutdown will be temporary.

The government will soon be back doing what it does for better or for worse.

However there is no debate about what that would mean should a “shutdown” occur in your business. It could fold with devastating consequences to the livelihood of everyone involved.   For some business owners, it’s a real looming threat that they live with on a constant basis. For others, unfortunately they aren’t aware of the dangers lurking, until it’s too late.

Just last week I was talking with a friend about a retail business in her area that had been thriving. She said that changes in Google caused this business to shutdown virtually overnight. The owner had to move in with relatives and is struggling to build a new business.

A small restaurant owner in Jacksonville, Florida recently talked about how new changes to tax laws pertaining to staffing were making it more difficult for him to be profitable. He had to eliminate staff causing him to increase his personal workload to 80 hours a week and is now debating whether it’s worth it to continue running his business.

It can happen to large companies too of course.  After being considered in danger of closing for several years, aerospace giant Boeing announced they would be closing their plant in Long Beach, California for good in 2015, affecting 3,000 workers who will lose their jobs.

The thing is, you don’t have to live with that looming “shutdown feeling.” Here are six things you can do to create growth in your business and feel confident you can prevent yourself from going out of business.

1)      Choose the right market for your business. When you target exactly the right market, you will eliminate wasting valuable marketing dollars and instead get maximum results from every marketing piece you release. Do this by creating a very detailed and clear picture of your ideal customer and limit yourself to a responsive market willing to spend money.

2)      Make your business the clear choice for your prospects and customers. When you make your product or service stand out as the only clear choice for your prospects, you’ll eliminate competition. Do this by making your Unique Selling Proposition irresistible.

3)      Diversify your marketing. Unfortunately for the retail business I mentioned earlier, they limited their advertising to using one vehicle—which meant that when Google made some changes, they were put out of business. Had they built up an email list and a mailing list, they would have still had other ways to market and sell their products. If you are relying on only one channel, you are putting yourself at great risk of being shut down—maybe even without warning. Be sure to integrate both online and offline marketing campaigns and you won’t have to worry about changes in rules and regulations shutting you down.

4)      Learn how to craft compelling messages. There are fundamentals of writing a message that gets your prospects to take notice, pay attention and open their wallet and buy from you. Invest the time to learn these fundamentals, even if you hire someone else to write your messages. (Note, if you are hiring someone to write for you, be sure you ask these seven questions) .

5)      Have a few campaigns ready to execute when you need immediate cash flow. When you have campaigns proven to generate cash each time you do them, you’ll relieve a lot of worry and stress and be able to bring in money on demand. For example, the “Lost Customer Campaign” we teach at Fast Implementation Bootcamp is one of attendees favorite campaigns as it always generates business and is a strategy many businesses have used to solve a cash flow problem.

6)      Expand what you offer. Boeing is closing its doors because they are no longer going to make C-17 cargo plane which is what is built at the Long Beach facility. If the facility would have looked toward expanding what they do, they may have had a plan in place that would have derailed their closing. For instance, they could have looked at building parts for repairing multiple types of planes.

Just as putting all your “eggs in one basket” for your marketing can lead to closing your doors, so can focusing too much on one product or service. Think about what else you can offer in order to have multiple streams of income coming into your business. For example, the restaurant owner I mentioned might think about offering his own line of products—special salad dressings and sauces. This would add income without having to increase staff. He could also add recipe cards or create information products that teach people how to cook.

The government shutdown is a harsh reminder of a reality no business owner ever wants to face. If you want to stop living in fear of having your business being shut down and grow your business instead, implement as many of these ideas as possible. You’ll eliminate wasteful spending, frustration, worry and fear and find you’re not only more relaxed, but more profitable too.

NOTE: If you’re serious about creating solid business and want to increase your profits…then you don’t want to miss our next FAST Implementation Bootcamp on December 5-6, 2013.

In just two days’ time, you’ll leave with fully loaded marketing campaigns ready to send, know how to choose the right market and how to eliminate your competition by making your business the only clear choice for your customers.

Best of all as a GKIC member, you can attend completely FREE of charge.

Click here or go to www.gkic.com/bootcamp

Not yet a member? Find out how you can receive a trial membership, $633.91 worth of Money-making information FREE and be eligible to attend the FAST Implementation Bootcamp FREE too.

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