Archive for the ‘Creativity’ Category


8 Tips For Maximizing Referrals In Your Business Or Professional Practice

By: Darcy Juarez on: February 20th, 2014 No Comments

In your February 2014 No B.S. Marketing Letter (available by clicking here for members, FREE Trial For Non-Members), I mentioned that my family couldn’t stop talking about how nice the people from Cambria (the producer of custom counter tops we ordered) were.

While I was giving you an example of Outrageous Advertising, I think it’s important to note that my family and I don’t tend to talk about products or service that just meets our expectations. We only talk about the kind that either fails to meet or significantly exceeds our expectations.

As I said, my family told no less than 15 people within 10 days of their experience with Cambria. Had Cambria not gone the extra mile and had they just received adequate or good customer service, they probably wouldn’t have told anyone about Cambria.

What about you? When do you talk about businesses or professional services?

If you’re like most people, it’s only when customer service dramatically impresses or exceeds your expectations that you begin to create word-of-mouth advertising and referrals.

Conversely, service has to be really bad before you starting warning people to avoid a company at all costs.

The thing is, often it only takes one or two “little touches” to create exceptional service.

Some examples, the Omni Hotel in downtown Chicago is known for their extra touches. For instance, a guests travelling with young children receives a rolling backpack filled with toys, books and fun things to do for their kids upon arrival and milk and cookies at bedtime.  The doorman knows guests’ names, high-fives kids as they come in and goes the extra mile to get guests what they need.

Not too long ago, a friend of mine had her car serviced by Toyota. She needed her headlight changed which unexpectedly ended up being a rather pricey repair due to the labor involved to replace it. Her service handler found additional items that needed repaired and did them for her at no charge, had her car washed and vacuumed and gave what she described as “extra attention to every detail.”  Despite the unexpected hefty price tag, she was much more focused on the great service she had—going so far to say that it was the best service experience she’d ever had at a car dealer.

The little things that Omni and Toyota do set them apart from competitors and encourage people to talk about them—which creates referrals.

Dan Kennedy suggests you adapt the idea of doing “little things” in your own business. These little things can make a big difference in your word-of-mouth advertising and referral campaign—and ultimately in your bottom line.  Here are some tips for getting the most out of this idea:

  • Become a serious student of word-of-mouth advertising. Look for the “little things” other businesses do that make you want to talk about them and note when people tell you about positive experiences they’ve had. Is it something you can adapt to your business?
  • Define your customers’ expectations and set up a plan to exceed those expectations. Create a list of what your customer expects, then continually amend and add to that list as your understanding of your customers grow.
  • Rate your business or professional practice on your workplace environment. Dan Kennedy suggests you rate your environment on the five senses: sight, sound, smell, touch, and taste.

Are there things you could do to improve any of these that would create a better environment that might get people talking about you?

For example, an eye doctor created a “kid zone” separate from his regular waiting room complete with kid movies, a video game, kid books and games.  A dental practice offers earphones to their patients so they can listen to music and block out the sound of the drill while the dentist is working on their teeth. A hairdresser offers an assortment of drinks including wine, specialty coffees and teas, and always has a plate of cookies out for their clients.

  • Continually look for new ways to exceed customer expectations. Create a suggestion box and ask employees for ideas. Try new ideas to see if they elicit a reaction from your customers and get them talking about you. Always look for ways to adapt ideas you observe other businesses doing.
  • Implement the “little things idea” program. Ask each employee to do one “little thing” that goes above and beyond your customers’ expectations in order to exceed them.
  • Ask your customers. Use surveys, questionnaires, conversation, etc. to ask your customers about what they need, want, like and don’t like. Make improvements based on the feedback you receive.
  • Measure the success of your word-of-mouth advertising. Keep track of the total number of referrals you get and the percentage of your customers who give you referrals.

Walt Disney said, “Do what you do so well that people can’t resist telling others about you.” When you look for ways to make your customer service stand out—chances are you’ll instantly increase your word-of-mouth advertising and referrals. What “little things” do you do in your business or professional practice? What ideas can you “borrow” from other businesses? Share your ideas in the comments.

URGENT DEADLINE: After, tomorrow, February 21, 2014, there will be a price increase for Super Conference℠.

Still on the fence? Since we are talking about referral marketing today, I thought I’d let some of our past attendees tell you why they wouldn’t miss Super Conference:

“I like Super Conference because I see, meet and talk with so many sharp and successful people, it pushes me.”—Titanium Member, Steve Adams, Retailer(21 Stores), Author and Info-Marketer

“Unlike ANY OTHER event. Here, you SEE how to market your business in practical ways. Everything is visible, there’s demonstration, real people show you how they are actually generating leads, implementing systems.” –Sylvester Nkongho

“I’ve been a dentist for 26 years. What I love about the GKIC events is the association and networking with like-minded people who share my drive and determination. Here, people have written books, changed their businesses. Are truly entrepreneurial.” –Dr. Joe Gaeta

“To make key connections, to get resources for your own business, to find new ways to grow your business. THERE IS NO OTHER PLACE on the planet where you can get this kind of access to these kind of people.”—Dustin Matthews

Get your ticket NOW before the price goes up.  Click Here or go to www.gkic.com/sc2014

The Olympic Formula Of A GKIC Champion

By: Dave Dee on: February 13th, 2014 3 Comments

With the Winter Olympics underway, there are a lot of stories about how different athletes made their way to this prestigious event.

Some stories have to do with overcoming challenges.

And some are, well a bit more unusual…

Such as Tonga luger Bruno Banani who, in exchange for having his training paid for, agreed to change his name to that of a Germany company that makes underpants. He is now a walking advertisement for a brand of long johns.  (His given name is Fuahea Semi.)

The point is that people do all sorts of things in pursuit of success. And like the Olympics, in any business, there is rarely one answer, solution or stopgap measure that can make a big change in your business or lead to success.

It’s more likely that you’ll need a variety of strategies to come out on top.

From Olympic athletes to GKIC elite, here are the elements that will help you pave your way to the winner’s podium:

Take massive action: It’s never one thing that leads to success. Sure Fuahea changed his name in order to get training, but it took a lot more than that to make it to the Olympics. He had to completely learn the sport starting when he was 20.  Most of his competition had been practicing since they were kids. He had to train for hours every day, work with a top trainer and do special exercises to improve his technique. Like Banani, you’ll need to take massive action and do dozens of things simultaneously.

Confidently take bold action. It’s not just athletes that need confidence to compete and win. Look at any successful person, and you’ll find they are confident. You have to believe that the actions you are taking will help you succeed. And you need to stay confident when something doesn’t go as planned.

Focus on results. Dan Kennedy says, “Ordinary people are process-focused and task-focused, but exceptional success comes from being results-focused.”  Athletes look for how to shave another second off, not at what it takes to do that. Instead of getting bogged down in the details, condition yourself to focus on how to get the best results.

Create a project team. The bid committee that submits a proposal to host the Olympics could never pull off their vision on their own. And while your vision might not be anywhere near as massive as the Olympics, you don’t need to do everything yourself, nor do you need to hire permanent employees. Assemble a team of freelancers to complete projects for you.  This way you pay only for the time and services you require.

Put systems in place. If you watch speed skaters, they seem to all follow the same systematic approach. The way they shift their weight and synchronize their arm swings. One of the biggest shortcuts you can take is to put proven step-by-step systems into place that allow you to plug into a winning formula instead of having to spend a lot of time trying to figure out how to do something.  Plus, once it’s in place, you can really focus on how to tweak things to improve your results.

Get a coach. Have you ever heard of an athlete making it to the Olympics without a coach?  Neither have I. If you want to get to the top, you need to engage in coaching that will help you get there. If you aren’t ready financially to hire a coach, look for every opportunity to get coaching such as our free webinars, teleseminars and FREE Fast Implementation Bootcamp.

Find your inspiration. Athletes are often asked who inspired them. For instance, Olympic snowboarder Lindsey Jacobellis says her inspiration was Olympian Picabo Street. Success stories have the power to inspire and move people to be their best. Find a business success story that inspires you. One way to do this is to read about or listen to GKIC members who’ve experienced success. You’ll find their stories inside our newsletters, during monthly calls, and at events. You might even find a story by just speaking with people one-on-one at our live events. This instills confidence that “if they can do it, so can you.”

Participate with the best. Vanessa Mae (competing under the name Vanessa Vanakorn) is actually a world-famous violinist who is competing as a skier representing Thailand. She says she is at the Olympics to participate with the best. Participating in events where you are surrounded by entrepreneurs achieving great things can truly create magic. It not only inspires you, but I’ve seen many people raise their business to incredible new levels they never dreamed possible—and they credit it to that “magic something” that happens when you are surrounded by the best. (You have two BIG opportunities every year to participate with the best at Info-SUMMIT℠ and Super Conference℠.)

If you want to stand among the GKIC elite who are business champions, then put these elements into play as soon as possible and sooner than you can imagine, you’ll be alongside them on the winner’s podium.

NOTE:  If you are looking for the #1 path that the most successful GKIC members have taken to reach new levels of success FAST,  then you’ll want to attend GKIC’s FREE Fast Implementation Bootcamp. Over the past two years, it has consistently delivered top results.

In just 48 hours, you’ll discover the most valuable GKIC money-making systems, tools and strategies that transform lives and build top incomes.

You’ll leave confident knowing that you are implementing the right strategies when you attend our next Fast Implementation Bootcamp…FREE. Get more information and register by clicking here or go to www.gkic.com/bootcamp

A Better Way To Win: 5 Entrepreneur Do-overs Inspired by the “Seahawk Experiment”

By: Dave Dee on: January 23rd, 2014 1 Comment

After 17 weeks of NFL regular-season games and three rounds of playoff games, the best teams have emerged for the Super Bowl—the Seattle Seahawks being one of them.

And I can’t help but wonder if their success has to do with the experiment that’s been taking place.

You see Seahawks Head Coach Pete Carroll is doing things a bit differently.

Inspired by a previous failing, being fired in 1999 as head coach for the New England Patriots, this new approach is based on a “do-over” list Carroll made while rebuilding his reputation as a college coach.

In part, this experiment revolves around player characteristics and the challenges they face.

Interestingly, I noticed that entrepreneurs exhibit similar characteristics and face similar problems.  For example, NFL players are highly competitive. They often feel isolated and alone—and need someone to talk to.  Their health and sleep can be affected—and as a result their mental well-being can suffer.

Similarly entrepreneurs often want to be the best at what they do; feel isolated and alone; and face sleep deprivation worrying about their business, often neglecting their health in exchange for reaching success.

The thing is… it doesn’t have to be that way. Seeing these similarities, Carroll’s list inspired my own entrepreneur “do-over” list.

1)      Make time to interact with successful entrepreneurs. Being an entrepreneur can feel lonely at times. Even though you may have a lot of friends and family, working in isolation, along with friends and family  often not understanding what you are going through, can make you feel alone.

Interacting with highly successful entrepreneurs who are living the lifestyle you want helps remove that lonely feeling. This gives you someone to talk to who “gets it” and can inspire and motivate you.

Don’t know where to meet successful entrepreneurs? Traveling to conferences and/or joining mastermind groups are two of the best ways to meet the right people. No matter what your plan is though, do whatever it takes to get time interacting with other entrepreneurs. Also, you’ll get more out of face-to-face interactions and phone conversations because you’re more likely to establish a solid connection that will grow.

Tip: GKIC is full of like-minded entrepreneurs and a great community for meeting successful entrepreneurs. You’ll find our most successful and wealthiest entrepreneurs at our semi-annual events, Super Conference℠ and Info-SUMMIT℠ and as members of our coaching and mastermind groups. You can also connect with entrepreneurs at GKIC Chapter meetings and on our GKIC members’ only social site.  (Not yet a member? Receive 2 months free membership and $633.91 worth of moneymaking information here.)

2)      Do whatever it takes to put systems in place that automate your business. If you don’t have reliable systems in place that will give you predictable results, you will always be running yourself ragged.  Systems that automate your business allows you to work less and earn more, allowing you to live life on your terms while giving you time to take care of yourself.

Tip: Tap into the systems and resources GKIC uses to automate our business at our annual events, Super Conference℠ and Info-SUMMIT℠. Not only will you have a chance to personally see live demonstrations of the systems that are working best, but you’ll have an opportunity to speak to representatives from the companies we use so you can determine which ones are the right fit for you. This is also THE place to get the best deals, free resources and save a bundle.

3)      Take care of your health. It won’t matter if you reach your business goals if you’re not healthy enough to enjoy the freedom and wealth you’ve created. Plus sleep deprivation, unhealthy eating and lack of exercise are not the best formula for breakthrough thinking.

Tip: Avoid “entrepreneur overload” by taking short daily breaks. Breaks might include some exercise or relaxing with a good book. This can be just what you need to improve productivity, come up with new ideas and can actually be the solution for giving you more time in your day.

4)      Do better than you’ve ever done before. Anthony Robbins said,“Do what you’ve always done and you’ll get what you’ve always gotten.” You don’t have to improve everything in your business all at once, however, you should pick something you will do better this year such as getting more customers or increasing the lifetime value of your customer. No matter what you choose, pick something measurable that you will do better at.

Tip: Once you’ve picked what you want to get better at, don’t reinvent the wheel. Find a proven model to emulate and use that as your guide.  Don’t be afraid to ask other successful entrepreneurs what they would recommend.

Bonus tip: Take the time to learn techniques that will help you tap into your full potential such as speed reading. Being able to learn faster and retain information better can help you achieve your goal while freeing up your time.

5)      Keep up on business trends. Don’t assume or think you know it all.

Just because something is working well today, does not necessarily mean it will continue being effective. Not knowing what is going on can cause you to fail.

By keeping informed of what is working, what’s not working and business climate changes that can affect your business, you can avoid engaging in something that is no longer working and/or make changes to your business to keep ahead of the curve.

Tip: Don’t copy what other businesses in your niche are doing, unless you have proof that what they are doing gets results. Learn by finding out what the top 1% are doing.

Learn from these “do-over” tips to get better, bigger and faster results and avoid the inevitable failure that is linked to ignoring them. I’d love to hear what would be on your “do-over” list. Please leave a comment about what you’ve do differently now than when you started.

NOTE: Tomorrow is the LAST day to save up to $1800 on your ticket to Super Conference℠. Plus everyone who registers by 1/24/2014 will be added to the LIVE drawing where 4 lucky people will leave the 2014 Super Conference℠ with their own Emmit Smith signed football!

Don’t miss out on the lowest price, a chance to win and being surrounded by an All-Star team of business pros like Craig Proctor, Dave Dee, Lisa Sasevitch, Lee Milteer, Shaun Buck, Emmitt Smith and of course, Dan Kennedy. This is THE place to immerse yourself in what works, discover the changes in buying habits and other trends that now exist in most markets.

Go to www.GKIC.com/superconference or Call 1-800-871-0147  Now.

8 Ways To Make Your Product Or Service Stand Out From The Competition

By: Darcy Juarez on: January 16th, 2014 6 Comments

It turned the worst and last, little no-name hotel in Las Vegas into one of the largest and most successful hotels on the strip.

And it’s one of my favorite Dan Kennedy marketing stories (as related in Dan Kennedy’s Magnetic Marketing program.)

You see the owner didn’t have a tremendous amount of money to do advertising at the time so he couldn’t compete with the larger hotels that used billboards, television and full page ads in magazines.

Instead he created an offer that turned his hotel and casino into a very specific, stand-out destination that got people clamoring to go.

Here is what his offer said:

“Give me $396. I’ll give you two nights, three days in my hotel in one of the deluxe suites. There’ll be a bottle of champagne waiting for you when you arrive. You can have unlimited drinks the entire time you are here, whether you are gambling or not, even if you’re sitting in one of the lounges and enjoying the entertainment, you pay nothing more for your drinks. Most importantly, for your $396, I’m going to give you $600 of my dollars to gamble with in my casino.”

The (obvious) lesson to be learned?

Turn your ordinary offer into an extraordinary one and your product or service becomes completely new and different than your competition. This is especially important if your product or service is a commodity.

You can transform your standard ho-hum offer into a killer offer using some of the following elements:

Develop high perceived value. Create a perceived value for your product or service that is higher than the price you are charging and you make your offer irresistible. In the casino hotel offer, the $600 dollars for gambling alone makes the perceived value higher.

Reduce their risk. When you make risk-free offers, it demonstrates confidence in your product or service and makes people feel more comfortable about choosing you over a competitor who doesn’t make a no-risk offer.

  1. Money back guarantee. People often worry about the “what ifs” –what if I don’t use this, what if I don’t like it, what if it doesn’t do what it promises to do. Give people the confidence to buy your product or service by offering a “no questions asked” full refund.
  2. Generous trial periods. Offer a “try before you buy” period, such as “Try it free for 21 days.”
  3. Low-cost trial periods. Ease the fear of making a large investment by giving a trial for an expensive program or membership for a small fee. “Normally $275 per month, you can try it for 7 days for just $1.00.” (The added advantage for you is that you now have their credit card information which makes it easy to automatically charge their card full membership pricing at the end of the trial.)

Create urgency. Everyone needs an incentive to “hurry up” and order now rather than put it off until later. Five ways to nudge people in your offer are to present:

  1. A limited quantity. If you truly have a limited quantity, you can say, “Only for the first 250 orders.” If you don’t have a limited quantity you can say something like, “Your check will be returned if supplies run out.”
  2. A special combination. Create a combination offer that will expire such as, “Buy two get one free” or a special bundle or package at a discounted rate over buying them individually.
  3. A price increase. Say in order to lock in the lower price, the prospect must act now.
  4. An introductory rate or bargain. Offer a pre-publication rate or an introductory rate and explain that after so many are sold the price will increase.
  5. A limited time opportunity. Let prospects know that only a certain number of widgets are available per region. For instance, a company selling franchise opportunity might only offer one franchise location per every 100 mile radius.

Include a powerful image. The casino hotel offer outlined earlier paints a powerful picture through the story-like wording. Another way to create a powerful impact is by including a powerful picture to help tell the story. You’ll see effective examples of this in ads for restaurants, retailers, travel and charitable organizations where a picture can evoke strong emotion.

Never assume that you’ve made the sale or use a weak close that gently “urges” your prospect to act. You must tell your prospect in clear, simple language what you want him to do and give him a great reason to act immediately. When you add some or all of the elements listed, you’ll create an offer that not only does that, but that stands out and makes your product, service or company completely different from everything else out there.

NOTE: Dan Kennedy will give you the 5 secret keys to creating irresistible offers that get customers rushing to buy from you and the unique components every offer must include (without these your offer will fail) during his special LIVE Video training on Wednesday, January 29th . This is a rare opportunity to get 5 hours of FREE training from Dan on:

 “The Revolutionary Secrets of Magnetic Marketing That Every Business Owner Needs to Know To Thrive and Achieve Massive Success In ANY Economy”

Dan will reveal his greatest discoveries on the topic of Magnetic Marketing and give you step-by-step what you need to do to build your own hard-working, automatic marketing system that reliably, predictably and consistently delivers new customers, clients and patients to you literally “ON-DEMAND.”

This is 5 whole hours of FREE training and will not be replayed.

For more information and to save your spot, Go to www.gkic.com/mmevent now!

Three Ways To Show Up Like No One Else

By: Darcy Juarez on: November 12th, 2013 5 Comments

This past weekend at Info-SUMMIT, marketers’ extraordinaire Jimmy Vee and Travis Miller walked on stage in matching three piece suits with pink bow ties. (Check it out…click here)

There was no question that they stood out and made a memorable impression.

As marketers, getting attention…standing out…making a lasting impression…are all things we must strive to do.

In fact, that was a common theme throughout the weekend—how to grab eyeballs in an ever-increasing distraction ridden world.

During a surprise extra presentation, internet marketing guru Frank Kern went so far to say that it was among the biggest challenges businesses are facing today. He said there is unprecedented competition that is taking away attention, making the act of “getting attention” harder and harder to do.

Dan Kennedy stressed that the clutter and competition of free content is one of the chief problems we must combat.

Here are three methods I gained from Info-SUMMIT that you can tap into to make sure you are combating competition…methods that you most likely aren’t using now and may not even be aware exist.

Improve your voice. Influence and Vocal Coach to the stars, Roger Love taught us that when it comes to standing out as believable and influencing your market, 38% of your success has to do with the tonality of your voice.

In fact, if you’re not careful, your voice could be causing people to tune out or miss the most important parts of your message. Roger gave us example after example of how this occurs such as speaking in a monotone voice or using the wrong voice inflections on key words. This isn’t just for speakers either—it’s for EVERY business owner. Here are some places your voice could be  blending in causing you to lose customers and sales:

  • Your recorded voice message.
  • During face to face meetings with clients, customers, and patient or on the phone.
  • When you make a presentation—whether speaking live or on a teleseminar, webinar, Google+ Hangout, etc.

To set yourself apart, he says you should work on the pitch, pace, melody, tone and volume of your voice so you can create emotion in the right places, make your message more believable and make sure no one misses the most important points that you want to get across.

Use the right E-factors. During Dan Kennedy’s 7 Secrets of Mind Control Copy presentation, he said it is easier to catch attention and motivate your audience to take action when you use the correct emotional factors (You can find all of the E-Factors as Dan calls them listed in Dan Kennedy’s book, Marketing to the Affluent.) Customers buy products not so much for the features and benefits, but because of emotional reasons. For example, if you were targeting someone overweight, a headline that says, “Lose 20 Pounds In One Month Without Changing Your Diet or Exercise Routine” may grab attention better than a message that says, “Do these 7 simple exercises to lose weight.” While the second is more logical, the first hits an emotional factor better because the reader desperately hopes it’s possible and wants it to be true.

Another example is in purchasing the latest technology such as the newest model of an iPhone. Logically it doesn’t make sense to be the first one to buy because you pay the highest possible price. But using E-Factors, Apple pushes the hot buttons that create frenzy for people to want to buy it immediately and pay a higher price for doing so.

Be bigger than life. Jimmy Vee and Travis Miller from Gravitational Marketing showed a variety of different, interesting and fun ways they get attention during their presentation of their entire 30 step business plan.

They said you have to showcase a “bigger than life marketing personality.” For example, they often buy covers of industry magazines and publications. They said that mostly what you see on these covers are the business owners standing in a nice suit, with nothing to distinguish them. Jimmy and Travis come up with completely different and unique looks. In one cover they  hired a make-up artist to make them look like Zombies. The headline tied in with the idea that car dealerships were dying and that they were helping resurrect them.

The truth is the market is swarming with people selling the same stuff in the same manner…and buyers are sick of it. If you want to really boost your sales, use these techniques to give you the extra edge to be noticed and create the desire to not only look at your stuff, but read it, listen to it, and buy it.

NOTE: If you are ready to shake up your marketing and go from boring business to OUTRAGEOUS Success, then you won’t want to miss our next FREE Fast Implementation Bootcamp. I’ll be presenting  7 easy to implement ideas that you can use starting immediately that will positively make you show up like no one else and stand out from your competition so you can prosper instead of blending in with the marketplace swarming with “me too clones.”

To learn more or register for our next FREE Fast Implementation Bootcamp, visit: www.gkic.com/bootcamp

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.

What This Crazy World Series Can Teach You About Becoming An Instant Hit

By: Darcy Juarez on: October 29th, 2013 3 Comments

This past weekend the “water cooler” talk has hit a record high for the World Series.

Even if your team didn’t make it to the World Series this year, (my Cubs didn’t,) my guess is you’ve at least heard something about the crazy endings to games 3 & 4.  You might have even been curious enough about what you heard to find a replay of the “first walk-off interference play” that lead the Cardinals to a win in game 3.

The topic trended on social media sites…increased the number of overall viewers by 15% over last year…and drew six times the number of tweets as anything else on opposite of it Saturday night.  Fox analyst, Tim McCarver said fans tuned in and talked about the event “at levels not seen in years.”

Similar to promoting a television event or show, marketing your business is a contest for people’s attention.  You want to continually strive to get people to react to your messages, talk about you and take you up on your offer…at “levels not previously seen.”  Here are three ideas to attract more attention that you can “borrow” from the 2013 World Series:

1)      Don’t be afraid to be a bit crazy. Granted no one, not the networks, the Cardinals, the Red Sox, analysts, etc., could have predicted these crazy events would happen, but as a marketer you can intentionally create some “crazy moments” for your prospects.

Dan Kennedy says, “The worst marketing sin you can commit is to be boring.” Create marketing that is exciting and outrageous…something that makes your peers, maybe even yourself, cringe a bit.

Tell a funny or embarrassing story that people won’t be able to resist sharing. Send a note on a balloon, a lunch bag, or a placemat. In other words, make your marketing fun. (For Outrageous Advertising examples, check out Outrageous Advertising Workshop & Swipe File.)

In No B.S. Business Success, Dan gives an example of how ad-man turned TV commentator Donny Deutsch went after (up to that point) the largest client of his ad career. A $3 Million dollar account, it was an auto dealer association. Despite the fact that Deutsch had no auto industry experience and no TV experience (which was the media the client primarily used,) he won the account against bigger and more experienced competitors using an outrageous idea that included delivering car parts from a junkyard to the client with different marketing messages. For instance a headlight was sent with a note promising bright ideas. (Get the full story in Chapter 6 of No B.S. Business Success.)

You have the opportunity to get people talking about your ad around the “water cooler,” sharing it on social media, and showing it to their friends. What can you do to create some “crazy” moments in your customer, client or patient’s day that will get them talking?

2)      Pique curiosity. You must admit that reading headlines such as “Cardinals Win Game 3 of World Series on Crazy Final Play” and “Call of The Century: Cardinals Win On Obstruction” make you wonder what happened at the very least. And the more you hear about it, the more you want to find out what happened.

Take the time to learn the fundamentals of crafting a compelling sales message. When you do, you will have the tools to consistently be able to create curiosity and other elements that will drive your prospects to want to find out about your products and services…and ultimately buy from you.

3)      Understand what triggers response.  The obstruction call and the pickoff throw that ended games 3 & 4 respectively, were not the only things that contributed to the win. Home runs and errors could have easily been the subject of the headline here, but that isn’t how top media chose to hook their readers, viewers and listeners.

Ask yourself why that is.

Of course, getting people to respond to your marketing goes deeper than just picking the right hook for your headline.   You must know and understand what will get your target audience to continue reading and what will make them want to whip out their wallet and buy…and what will cause them to keep their wallet comfortably resting where it is.

Let me show you what I mean…Your headline has a big job. It must telegraph your news, idea, or breakthrough and “sell” people on reading the rest of your ad. Its first job is to compel people to stop whatever they are doing and instead shift his/her attention to your message.

Once you’ve successfully shifted their attention, you need to push their hot buttons by addressing what is keeping them awake at night.  Then make sure your offer creates believable urgency as to why they should respond to you immediately. You want to all the triggers in place so by the end of the ad, you close the sale.

For example, Chauncey Hutter Jr. of Real Tax Business Success runs an ad shortly before the April 15 tax filing deadline with a headline that says, “Warning! Procrastinators: If you have NOT filed your taxes yet, read this now!” His ad copy triggers the fear and stress he knows people who have put off filing their taxes are feeling. In the end he offers to solve their problem, eliminating their pain. And by sending this ad out near the tax deadline, he creates a believable urgency that gets them to take action.

Using direct response triggers such as the attention-grabbing headline, emotional triggers, and believable urgency will consistently generate higher response.

By always looking for exciting ways to present your product or service, understanding what will get people truly interested, and knowing how to make them respond, you’ll not only get people talking about you, but you’ll create some dramatic sales and marketing breakthroughs that will add to your bottom line in a big way.

NOTE: If you want the fastest way to make your business, products and services an instant hit and ensure that next year, you are at the top of your game, I highly recommend you attend the upcoming FREE Fast Implementation Bootcamp taking place in December.

You’ll discover:

  • The “8 Direct Response Triggers” that you must know in order to double or triple response.
  • How to drive Massive Amounts of qualified traffic to your website.
  • How to craft a captivating message that will persuade your prospects to buy in droves.
  • The Secret to transferring winning campaigns from one industry to another.
  • Outrageous advertising that cuts through the clutter and gets you noticed.
  • And much more.

Find out more and register here www.gkic.com/bootcamp.

How Rich Schefren Generates Millions From Every Free Report—And How You Can Too

By: Darcy Juarez on: October 8th, 2013 3 Comments

In 1994, he left his career at the prestigious Arthur Anderson firm to help rescue his family’s failing clothing business.

His strategy was to turn it into a “unique destination.”  It worked.  He attracted patrons such as Madonna, Prince, and Eric Clapton and, in the process, increased revenue from $1.5 million dollars to $6.5 million in three years.

Next he invested $7500 to create a hypnosis center which he expanded to multiple locations, generating over $7 million a year.

Wanting to share his success secrets, he then developed a program for other hypnosis centers so they could achieve the same success he had. When he made $287,000 in one week selling the program, he knew he was on to something big.

He turned his offline successes and marketing into an information product that went on to generate in excess of $4 million dollars in just two years. And that was just the beginning.

Today, Rich Schefren is considered an expert strategist in helping entrepreneurs and small businesses grow their business online.  In Dan Kennedy’s words, Rich “has brought a who’s who of the marketing world to him, to partner, or for assistance in their businesses—in decreasing chaos while increasing profits…”

At GKIC, one of the core ideas we teach is to use a free report to attract new business—and Rich just so happens to be a master at creating successful free reports. In fact, he’s generated a minimum of $2 million dollars in sales from every single free report he’s released.

Here are three tips Rich gives for creating free reports that generate tons of cash:

Make your report the only clear choice: This may seem like a no brainer, but it bears repeating. Your report must cut through the clutter. When your prospects and customers are skimming through their choices of what they should read to solve their problem, your report should stand out and eliminate reports with similar themes which may be competing for their time.

Create a report that makes a claim that is different and compelling. For example, “Discover free personalized help for your toughest medical problems that even your own doctor can’t provide.”

Don’t be cute or clever: You want the benefit of your free report to be completely obvious. While it’s tempting to insert humor or cleverness, believing this tactic can help you stand out, in reality cleverness can become a liability. You want to make an important point, so you don’t want to risk this being lost in translation or give the impression that you are less than credible.

For example, you probably wouldn’t take a report seriously with a title like this: “Stop Worrying About Your Heart With This Surprising Treatment That Is State-of-the-Artery.”

Leverage your report to create insatiable desire: The content of your report should paint a picture which creates desire for your product or service. To do this, your report should be focused on setting your product or service up to be:

  • The only clear choice.
  • Positioned as the leader in your market.
  • Unique.
  • The only thing that can help them achieve the benefit you are promising.
  • Easily understood.

Free reports can be the catalyst for generating leads, launching businesses, increasing product sales and much more. Applying these concepts to every free report you create can mean the difference between a report that is a big waste of time and resources and a report that blasts your business (and income) to new heights.

***What’s HOT at GKIC*** Today is your LAST CHANCE to download a bonus report from Rich in which he shares not only the key concept (not shared in today’s email) that  makes his free reports generate millions, but that can also be applied to launches, books, and other marketing to ignite your business. There is no charge for this bonus report which you’ll receive instantly when you register for today’s FREE webinar with Rich Schefren and GKIC Chief Marketing Officer Dave Dee. During the webinar, which takes place today at 4:00 pm ET, Dave and Rich will discuss what it really takes to build an online business from scratch in 2013. You’ll discover:

  • Why so many would-be entrepreneurs struggle and fail online—and how to avoid the most drastic mistakes you can make online right now.
  • The exact mental leaps you need to build a real business and get the income you deserve.
  • What you need to do if you are limping along, feel stuck, struggling or looking for direction so you can start getting the results you want right now.
  • How the “big guys” manage to succeed, in spite of obstacles.

Plus, Rich and Dave will be answering any questions you have relating to running your online business at the end of the webinar.

Knowing Rich, I’m certain this is going to be a ground-breaking event so I highly encourage you to attend. Even if you can’t attend, be sure to grab this bonus report. It won’t be available after today, so download it NOW while you still can.

Get your free bonus report and register for Today’s FREE Online Training with Rich Schefren NOW.  Click Here Now.

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.

CLICK HERE TO GET $633.91 worth of money-making info AND attend bootcamp FREE

 

Five Quick Marketing Strategies From One of the Worlds Top Marketers

By: Dan Kennedy on: August 13th, 2013 7 Comments

We sure waste a lot of time, energy and money in our society.

For example, we try to help people who simply are not ready to be helped.

Sales managers frequently invest the majority of their energy trying to help the worst salespeople they’ve got, who, in truth, are doing nothing to help themselves, when they should be helping their top peak performers do even better.

Just as an example, when somebody asks for my advice, but then does nothing different as a result of it, I stop giving it; I may need that breath later.

Successful entrepreneurs fall into this trap dozens of different ways: employing lazy, indolent family members and trying to turn them into something is one very common miss-step.

Spending money trying to convert non-buyers into paying customers is a fool’s errand.

A business owner will spend money developing campaigns to attract masses of customers and then focus the majority of their time and money developing strategies to get more of these non-buyers to consume their product or service.

Yet, here’s the thing…

Too often the 20% of customers that produce 80% of their company’s profit don’t receive near the same energy and resources devoted to them.  Businesses waste time on less important matters instead of focusing on the things that can make the biggest difference.

It’s not uncommon to hear a sales person say they spend 80% of their time handling problems and fielding questions from the customers that provide only 20% of their income.

Think about how you spend your day. Most likely you fall into the trap most of society does and find that 20% of your time accounts for 80% of what you achieve.

I’m frequently asked for help with business or marketing problems, but when I start telling the person what they need to do to solve their problems, it becomes apparent they do not want a list of things for them to do nor do they want to work to get better at needed skills; they want me to solve it for them.

It is a bad policy to try to help somebody who is close-minded to it or does not demonstrate any initiative in seeking it.

The core idea of this is what is commonly called the 80/20 Principle. It’s also been referred to as the Pareto Principle (after Vilfredo Pareto (1843-1923) the man who first identified its existence.)

The 80/20 Principle refers to the idea that in order to achieve success, you need to focus on the 20% of your activities that bring you the highest results and eliminate (or delegate) the 80% that bring you little or no reward.

The idea of where and what you should focus your time, money and energy on is something I teach my Titanium Members and private clients about. And fully understanding the 80/20 rule and the power of the hyper-responsive customer, and the immense profitability of small numbers is something you’d be wise to apply in your own business.

This theory carries over to every aspect of life and business.

For instance, in each business endeavor, you only need to rely on a handful of ‘tricks’ to be really successful or effective.  Consider McDonald’s advertising for example. While there are dozens of marketing ‘tricks’ they could use, they’ve determined these five strategies are the most effective and only use:

  1. Discounting for a limited time
  2. 2-for-1 special for a limited time
  3. A special item for limited time
  4. A movie or TV show tie-in toy promotion for a limited time and/or limited availability
  5. A contest or game promotion for a limited time.

Embroiling yourself in attempting to help those who will not actively partner in the process is neurotic behavior, a fool’s gold rush, to be avoided. And grasping the principle of where to spend your time, money and energy is a money-making secret guaranteed to lead to increased income and golden opportunities.

NOTE: Perry Marshall is a long-time favorite of Planet Dan who heartily understands this principle. Perry first came to me as a struggling salesman 15 years ago.  He’s risen through the ranks, having coached my $26,000 Titanium Group last year as my appointed “Go-To Internet Guy.”

If you don’t know who Perry is…Perry is an honest man in a field rife with charlatans. He’s the author of the world’s most popular book on Internet Advertising, Ultimate Guide to Google AdWords which has become the industry standard for buying web traffic, and deservedly so.

Now he’s written a brand new book, 80/20 Sales & Marketing: The Definitive Guide To Working Less and Making More, which I highly recommend you buy and read.  

I feel this is so important you read, that I got Perry to agree to give GKIC members a very special deal.

In fact, he is giving it away practically free to GKIC members…

You can buy his book for just ONE PENNY.

Get this right now…click here!

That’s right, for one cent plus shipping, he is offering his new book to GKIC members. Most people would say he’s crazy to do it, but I think he’s very smart to do so. And you’d be wise to take advantage of this special offer while you can.

I don’t know how long he’ll offer this for just a penny, but don’t miss out…click here now.


 

 

 

 

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