Archive for the ‘Information Marketing’ Category


There’s explosive need for this right now

By: Dan Kennedy on: November 14th, 2014 1 Comment

When I started in the information marketing business 40+ years ago, there was double digit inflation, double digit unemployment, and double digit interest rates. Not great conditions.

There weren’t as many tools and media available, and I had to stumble around to figure things out. Still my first time out I made about $15,000.

I’ve made some expensive mistakes too.

In fact, just one strategy, had I implemented it from the beginning instead of doubting it would work, would have meant I’d have an additional $30 million dollars in the bank right now.

I’m not too happy about that, but I share it as a demonstration about what doubt rather than testing can do to your bottom line.

There is an explosive need for information right now. People are trying to find the guy who can teach them how to do things and often someone to also do it for them. You can be “that guy” and have your info-marketing business up, running, done, and making money for you in a very short amount of time.

Here’s a simple strategy I used, that still works well today.

I identified a very small niche market of about 3,000 people all in the same business who happened to have a profound interest and limited knowledge about a subject I happen to be very knowledgeable about. I created a catalog offering information on different subjects to determine what their interests were. Note, I didn’t create the products at first, only the catalog describing them.

After cleaning the list, I mailed the catalog to a list of about 2,000. I created the products as people ordered them. Not only was I able to identify what their primary interests were but I was also able to create a “hot list” of about 250 buyers.

I then sent a sales letter marketing a newsletter focused on the topics these people had demonstrated the greatest interest in. Again, I created the marketing first.

I mailed my sales letter to the 250 buyers, several times in a sequence with additional cover letters. Within a month, I had nearly 80 subscribers at $149 a year. Gradually I mailed to the entire universe of 2,000. I kept at it. Within the year I had nearly 1,000 subscribers.

With all the possibilities to expand your business, even with as few as 1,000 subscribers, you can easily provide an income of $250,000 to $1 million a year.

Here are three important tips for starting your info-marketing business:

1) Limit experimentation: It’s expensive to experiment with media and strategy. A good strategy is to follow what the leader is doing so you can be successful as soon as possible. If someone is doing something more than once, then it is probably working for them—which means it will probably work for you too.

2) Determine what the market will buy first. As noted above, finding out what my customers wanted BEFORE I spent time creating a product paid off. It’s expensive and time-consuming, not to mention frustrating to create a product that no one wants to buy. First get your customers to line up, wallets in hand wanting to buy what you have to offer and then create the product.

3) Do it quickly. Money loves speed. So the faster you can implement something, the more money you’ll attract and the faster you’ll get money into your bank account.

Whether I’m creating a sales letter, a campaign, or an information product such as a book, I use a proven formula, templates, and a copy bank. GKIC does the same. And you should use templates and tools to get your marketing and product creation done fast too.

Nothing stops the information marketing industry…not the economy, not war, not inflation.

Nothing.

Just look around and you can see that it is alive and well—and that people are doing very, very well in the info-marketing business.

Every day people wake up to a business where money is always in motion. It’s a way to make money that is adaptive to most any situation or circumstance. It offers maximum lifestyle flexibility. It’s fun. It has global reach. And if you know what you’re doing, you can quickly take your income to dizzying heights.

So what are you waiting for?

If you want an easy way to get into the information marketing industry so you can put your income on auto-pilot and escape the work-money link…then I have some good news for you.

GKIC has 75 23 spots available in their NEW Eight Week “guide you by the hand” Ultimate Info-Marketing Machine Program that will help you shortcut trial and error and allow you to work directly with Dave Dee and GKIC’s product development team to create and launch your very own information marketing product.

Discover how you can get all their templates, tools, and personal attention and guidance here.

Five Success Tips & Strategies From Info-SUMMIT

By: Dave Dee on: November 12th, 2014 1 Comment

“If you went to Vegas and stood at a slot machine and every time you put $5 in, it spit $20 back out, how long would you stand at that slot machine?”

That was one of my favorite images from this past weekend at Info-SUMMIT 2014 and it was a good description of the kind of tips, systems, and tools that were delivered there. Tips that when implemented will pay you big dividends…reliably and consistently.

If you weren’t there, you definitely missed out. And while I obviously can’t cram three days of material (five days if you count the pre-day event with Dan Kennedy and the Traffic 2.0 Bonus day), I can give you some highlights and big pieces of advice that were handed out.

  • “If you’re only in one medium, you’re an idiot.” Even though he’s a really nice guy, Brian Kurtz of Boardroom, one of the giants and established leaders of state-of-the art direct marketing, announced this to the packed room. Brian says if you are only doing one kind of advertising, you risk being shut down. You need to be doing multi-channel marketing, according to Brian, and because there is a lot less clutter in your offline mailbox, if you aren’t using direct mail, it’s an excellent channel to add.

During his state of the union address, Dan Kennedy warned about the trends in the industry, and how the rules keep changing especially when it comes to Google. There are things happening that if you rely on online only it could spell big trouble for you.

  • “Model what works, then be creative.” Russell Brunson who started his first online company while in college and within a year of graduation had sold over a million dollars gave this advice.

But he wasn’t alone.

Multiple speakers made the case for starting with the results you want and reverse engineering how to get them.

In Dr. Dustin Burleson’s presentation of “The Right Prescription for Info-Business Success” where he shared 12 things working extremely well in his business, he said most people do it backwards. They start with their thoughts and emotions when what you really need to start with is the results you want and then look at what actions you need to take to get those results. In other words, look at who is successful and what is working, then model that in your business.

  • “Content is NOT king. Emotional bonds are king.” I think Dan Kennedy shocked some people when they heard him say the first part of this during his presentation, “What Would Walt Do? The 17 Success Principles of Walt Disney.” Dan says you can’t protect content, so don’t try to be like someone else, be you. He says your customers should know your back story, philosophy and what you are about.

Our celebrity guest speaker, Peter Guber echoed this sentiment in his talk about “Telling Purposeful Stories for Business Success.” Peter says that it’s how you interact and capture your audience’s emotion that makes them want to connect with you.

During his presentation, “List Hacks: Unique Ways to Add 1,000 People A Day To Your List Or More (Without Spending A Fortune On Ads),” Russell Brunson also talked about the importance of creating an emotional bond with your prospects and clients. He took us through the elements of building an attractive character, how to get people to identify with you, and some story lines you could use. (These—along with other tips from Info-SUMMIT—are listed on our Facebook Page here.) Russell also revealed that the way he learned to develop his character was from Dan Kennedy’s Personality in Copy when Russell said, “If you don’t own Personality In Copy, you’re crazy.”

  • “Over delivering must be our mantra.” This is what Brian Kurtz said during his presentation, “Light Bulb Moments from 33 Years in the Trenches of Direct Marketing.” And Dan Kennedy asked the question, “What are you doing to reinvest in your customer?” You should always be investing more in your customers than anything else.

Robin Robins says using strategic partnerships and sponsors helps her to be able to do just that. By over-delivering and using sponsors to help you with this, you can cut down marketplace clutter and marketing incest while creating more loyal customers and cutting down your costs at the same time.

  • “You don’t need a catastrophe to tell you that you have something to share with the world.”

After describing (during his presentation of How to Create and Promote the 12 most Lucrative Information Products and Programs) his near death experience that became his ‘wake-up call’ Brendon Burchard laid the above gem on the audience.

While it isn’t uncommon to hear a speaker reveal a bad experience that drove them to build the business and life of their dreams, Brendon so aptly pointed out that you don’t need something bad to happen to you to get started creating your dream business and life. Don’t wait to make your business what you want. Do it now.

Take these five pieces of advice to heart and put them into action and you can’t help but grow your business.

NOTE: If you want to grow your business—and your net profits and personal income by leaps and bounds, then you need to learn what works and apply what you learn. Everything you need to implement a successful model in your business awaits you at Fast Implementation Bootcamp which takes place in Atlanta, GA on December 4-5, 2014.

In two days’ time, you’ll walk away with a fully-loaded marketing campaign created and ready to send the minute you return home. Instead of struggling by yourself to create the perfect campaign, you’ll also have a marketing coach there to help you make sure you’ve got it right.

The best part is that as a GKIC member you can get this coaching for zilch, zero, nada. That’s right, GKIC is doing an exclusive Boot camp for you completely free of charge.

To learn more about the next bootcamp go to http://gkic.com/bootcamp

5 Surprising, Yet Good, Side Effects Of Information Marketing

By: Dave Dee on: November 7th, 2014 4 Comments

The year was 1998.

Professional musician and circus clown, Derek Sivers had a new CD of his music he wanted to sell online.

So he created a website to sell it.

When his musician friends saw what he was doing, they asked him if he’d sell their music on his site too.

Then friends of friends asked him to sell their music too.

And that is how CD Baby, an online music store that sells indie musician CDs and song downloads, was born.

Sivers says he doesn’t consider himself too bright and that he just sort of stumbled into information marketing. Well he may have “stumbled” into it, but he certainly got the hang of it.

Ten years after Sivers launched his CD Baby site, he sold it for $22 million dollars.

Not bad, eh?

Today Sivers has another information marketing business called the Wood Egg which publishes annual guides for how to move to and start a business in 16 different countries in Asia.

I’m sure when Sivers decided to sell some of his CDs online he never imagined it would grow into a multi-million dollar business and provide him with incredible freedom to do anything he wanted.

But having an information marketing business turn into something unexpectedly great isn’t all that unusual.

Take radio advertising sales representative Harmony Tenney.

When she decided she wanted to teach her clients how to get the results they wanted from their radio ads, she had no idea how much this would impact her personally.

She created a “how-to” information kit for customers so they would know how to buy radio advertising better and get results that would grow their business.

When the kit created great results for her clients, testimonials came pouring in which built her into one of the most successful radio advertising representatives in the country.

Today Tenney has information products that target different niches such as lawyers, business owners, and nonprofits. These products teach her clients how to get results, grow their business using radio ads, and avoid getting caught up by a radio sales rep that might not have a clue.

Tenney’s information product has served her in four ways:

1) She’s able to out advertise her competition. Because she makes money from the sales of her information products, she’s able to use this income to do more advertising than other radio sales reps.

2) She’s built her reputation in the radio advertising community. The product provides information that business owners need to make good decisions about radio advertising. This has positioned her as an expert in the field.

3) She’s been able to eliminate cold calling. People in her community who invest in her products become prospects, allowing her to avoid having to cold-call and contact business owners who have no intention of buying radio advertising. This also frees up her time and eliminates marketing waste by allowing her to concentrate on the ones who are interested.

4) She boosted her income as a radio sales representative. Because her information products have positioned her as an expert in the field, people trust her and want to work with her. This combined with not having to waste time on uninterested prospects and having more money to market herself than her competitors, allows her to soar above the massive competition in her field.

So while information marketing can provide you with great income and freedom, there is a whole lot more that can be gained from creating your own information products for your business.

Are you trying to solve a problem for yourself? If so, maybe like Sivers, there is an information marketing product lying in wait, begging you to launch it.

Or maybe there’s something that could be done in a different or better way. Sometimes the best businesses are just improvements of ideas that already exist.

In Sivers’ case, selling CDs wasn’t new. But he came up with a different way (at the time) and in some ways, a better way to buy them than what already existed.

What about problems your customers’ have? Is there something there that will solve their problems and perhaps provide the same side effects as Tenney?

Often times I hear about the positive side effects of having an information marketing business that people had no idea would happen. So don’t worry if your initial goal is to make money or not. Just create an information product to do the thing you want—whether it’s to attract more leads, provide a way for your own clients to solve a problem, or improve your own situation. And watch the happy side effects unfold.

If you’ve created an information marketing product, what are some of the happy, yet unexpected side effects you’ve encountered? Let me know in the comments below.

This Gets My Vote Every Time… (How To Make Money From A Hobby You Love)

By: Dave Dee on: November 5th, 2014 1 Comment

Ahh, the day after election day. Such an important day as your vote has made a big impact on the future of your business (among many other things.)

If you’re like many business owners I know, you’ve given this careful consideration.

But what about electing to change your future, regardless of who got voted into office?

That gets my vote every time.

And I know of no better opportunity to create the life of your dreams than info-marketing. But what you may not realize is that info-marketing isn’t just for business related topics. You can turn your hobby into money too.

Robert Skrob, President of Information Marketing Association, says, “There have never been greater, more diverse, more lucrative opportunities for everyone—from very experienced, successful entrepreneurs to rank beginners—in the field of information marketing.”

He is exactly right.

Every day Google processes 3.5 billion searches.

What are people searching for? Information. And from those searches, people make purchases.

What are they buying? Products such as traditional books, eBooks, audio programs, videos or DVD’s, membership websites, webinars, tele-coaching and coaching programs, and seminars.

Most often you probably hear me talk about associating an info-marketing business to your existing business. But the truth is the possibilities are almost endless when you consider the number of hobbies and interests’ people are willing to pay someone to teach them. People need and want information on almost every topic imaginable—from photography to travel to pets to woodworking and knitting to tennis or golf.

It’s a great time to start an information marketing business because today people have less and less time —which is what fuels this industry. Less time to find out how to do something and more pressure to be proficient. Less leisure time to figure out how to do something they are interested in. They are looking for answers to their questions and solutions to their problems and they want to know NOW.

So how can you turn your hobby into money?

Let’s say you love doing crafty things like knitting, sewing, or making jewelry. You could put together a “how-to” guide, make videos demonstrating techniques, or even put together idea books, for starters.

Maybe you love animals. There is a growing interest in this subject.

After a quick search I found a few interesting titles such as “How to choose what to feed your dog” and “Coaching People to Train their Dogs.” Or you’ve heard of hunting dogs? Well, there are also “fishing dogs” which led to the information product: “A guide to Fishing dogs—the history, talents and training of ‘fishing dogs.”

You don’t even need to be an expert. You can put together an introductory product or a product that takes people through the stages of creating a project from beginning to end at different skill levels from beginner to advanced.

Besides the money you can earn from this, there are several other great things about creating an information marketing business.

  • You can do it in your spare time.
  • You can start small.
  • It doesn’t cost much to get started.
  • It can provide a consistent, steady “money while you sleep” stream of income.
  • It won’t feel like work because you’ll be talking about something you love.

To get started: Pick a hobby, something you love to do in your spare time, or a skill you’ve picked up along the way. As mentioned earlier, there are unlimited possibilities for this.

Think about what it is you love to do? Garden? Knit? Fish? Travel? Make something out of Wood? Golf? Take care of your pet?

Once you’ve picked a topic, you’ll want to do some research to see if there is a good market for it. After you’ve done some research to determine there is a market and interest in your topic, then all that’s left is to combine your passion with a successful info-marketing blueprint.

Creating an information marketing product around your hobbies, interests, and passions is one case where, as the saying goes, “Do what you love and the money will follow” can come true.

Elect to make this the year that you use a business model that truly allows you to design the life you want.

BTW, you want to make sure to NOT miss out on the ONE-TIME ONLY Livecast Training I will present direct from the Info-SUMMIT in St. Louis this coming Friday, November 7th at 11AM Eastern. It’s called:

“The Ultimate Information Marketing Machine: The New Product Creation and Launch System”

During this FREE training session, I will expose the Magic Blueprint GKIC’s Product Wizards use to easily create KILLER Info-Products that regularly sell for $100s of THOUSANDS launch after launch, including:

How To Easily Identify and Create A NEW Type Of Product That Your Customers Ardently Desire and Will SELL Like Gangbusters
A Simple & Powerful Launch Sequence That Sells Your NEW Product Like Crazy…And That Can Be TRULY Put On Autopilot
The Key Secret to Making Money as an Info-Marketer BEFORE You Even Launch Your New Product

 But you need to sign up right away – this will NOT be recorded for replay, so you get just one chance.

Click Here To Save Your Spot NOW!

I’m told there are technical restrictions to the number of external viewers we can support, so I suggest you lock down you spot now before it’s too late.

Four steps to discover if you should be paid for something you are giving away FREE

By: Dave Dee on: October 17th, 2014 2 Comments

 “Chances are you are giving away a potential information product for free when people would gladly give you money for it.” –Dan Kennedy

Recently, I came across a rant by a well-respected, knowledgeable, and experienced professional marketer.

He was upset because people kept asking (and expecting) him to answer questions for free. When he suggested they purchase his book which contained the answers they were asking, some were offended.

He made the point that we pay for dental work, dry-cleaning, car repairs and so on, so why should his advice be any different?

He has a point.

If you go to the dentist because your gums are sore, you don’t expect the dentist to diagnose your problem for free.

If your automobile is making a funny sound, you don’t expect your mechanic to fix it for free.

If you want to remodel your kitchen, but don’t know how to do it, you don’t buy the materials and expect a contractor to come in and show you how to do it for free.

If your goal is to earn a college degree, you don’t expect to be given free tuition to gain that knowledge.

His rant was met with overwhelming support. People responded by commenting that those who want the answers for free… aren’t serious about their business … feel entitlement… and are demonstrating “employee behavior” where employees expect to be spoon-fed.  Plus on top of all that, they don’t value the information because they paid nothing for it.

There were dozens of comments. The list of people in support of paying for information that contained knowledgeable answers was long and resolute. One person made the point, “Nobody works for free.” Even when voluntary, there is usually the expectation that there will be some sort of remuneration on the back end.

So the question I have for you today is: Are you giving away answers—information—when people would (and should) gladly pay you for it?

Here are four steps to find out.

Step One: Do some easy research. Start by thinking about what people ask you or what advice you continually repeat. If you aren’t asked these questions, but suspect you have a good idea, then ask people to help identify their frustrations to see if you might have a solution for them. Below are three categories to get you started:

  • Solutions to daily frustrations in your market. Do you hear people in your field complain about things that drive them crazy for which you have an answer?

For example, do they have employee problems, a lack of customers, problems satisfying customers’ orders, problems finding good suppliers, companies luring their customers with low prices or false information? If you find yourself answering any of these questions then you may have information people want and will pay you for it.

  • Solutions to frustrations for hobbyists. People who are passionate about a hobby…golfing, cooking, knitting, gardening, traveling, playing an instrument, etc.…want ways to do these things better. They take pride in improving or want ways to enjoy their hobby more.

For example, a surefire way to stop slicing the ball when playing golf or an easy way to get rid of pests in your vegetable garden or seven sweaters you can knit in a day. Can you see how all of these would rid a hobbyist of a frustration therefore making the hobby more enjoyable?

  • Advice you repeat again and again and again. Do you have advice that you continually repeat? Such as parenting advice or how all six of your kids got through college without any debt?

If there is something you repeat to friends, family, or at functions and parties, it might be something people would pay to receive.

Step two: Investigate the market. Once you have an idea, find out more about the market. How large is it? How many potential customers do you have regionally or in each state? Are there multiple publications already being sold in that market? Are there specialties or sub-niches in this market? By investigating the market you may find there isn’t as much demand as you thought or vice-versa!

Step three: Look at history. Take a look at who else has tried to sell something to this market. Were they successful? Have other information marketers offered products to this market in the past two or three years? Are they still in business?

What about vendors that are not marketing information products but that promote themselves within this market? This is not only valuable to see what has been successful (or if it’s been successful) but can also help you identify potential partnerships.

Step four: Research competitors. Spend time researching potential competitors. Look at their websites. Read magazines that talk about them. Look for trends, economic factors, new ideas, technology or information that might impact or affect your target market.

The chances are good that you are giving away information free—right now—when you could be making money from it.

Isn’t it time you started being compensated for your knowledge and efforts?

If you want to know if you have a marketable information product, use these steps to find out before creating your information product. It will save you loads of time and money and help you discover whether or not you have a product people want. Plus you’ll find out what has worked and what hasn’t so you can avoid repeating the mistakes others have made.

**NOTE** Having and actual marketing plan that you KNOW works removes all stress, puts money in your bank account and most importantly frees you up to actually work on what really makes you money, or better yet, frees you up to do something other than work!

Dave Dee is doing a free training you can watch right now that answers the question…How do I get more customers, clients and patients?  What does marketing look like for a small business?  How do I get my business started?

To join this free webinar simply click here now and reserve your spot and start enjoying the freedom, peace-of-mind, and PROFITS that a real marketing plan gives you, virtually immediately.

How To Build An Empire When You Don’t Have Time, Money, Or Ideas

By: Dave Dee on: October 9th, 2014 7 Comments

“If opportunity doesn’t knock, build a door.”—Milton Berle

What stops you from creating the income and life you want? Time… Money… Ideas…?

A recent article in Southwest Magazine talks about how actor and Emmy Award-winning host and producer of the classic PBS children’s show Reading Rainbow, LeVar Burton, got what he wanted after being told “no” multiple times.

In 2009 when the network cancelled his Reading Rainbow show, Burton didn’t give up his idea. He created a Reading Rainbow app for tablets and smartphones to sell his content there.

However, frustrated that the app was only reaching a fraction of America’s children, he asked investors to kick in funds so he could stream the content to classrooms in need. Again, he was met with closed doors.

When investor funding didn’t work out, Burton turned to Kickstarter to do a crowd-funding campaign.

He also reached out to a range of networks he had cultivated during his career.

Burton destroyed the record for the most donors to a single campaign raising $5.4 million.

What’s the real lesson here? It’s that he took matters into his own hands, was persistent, and made it happen.

Where do you want to end up at the end of 2014? If you are still waiting for things to happen, then it’s time you took matters into your own hands. Whether you need time, money, or ideas…here’s how to do exactly that:

Need Time?

  • Start small. You don’t need a big grandiose scheme to get started. You can create one special report on a topic you are already familiar with, use direct response marketing to create a lead generation machine, and follow up campaign and grow your business from there.
  • Get help.  There are multiple ways to get help. You could ask someone with expertise in an area you struggle in to do a joint venture with you. For example, if you have a great idea but aren’t so great at the marketing side, you could team up with a marketing expert, get them to create the marketing and then split the profits. 

You could also turn to virtual assistants, ODesk, 99 Designs, and other online platforms which showcase freelancers offering their services.

College campuses also are a great source for help. There are eager students looking for experience they can list on their resume. Often times, students are looking for internships or do projects for free or at a very low rate just to gain the experience. For example, a graphic artist student could help with designing marketing pieces or a film student could help you film and edit videos.

If you get an intern, think beyond the exciting tasks directly related to their field, to the mundane ones you don’t need to spend time doing yourself. One friend of mine had a marketing intern that she assigned filing and research tasks to in addition to some smaller marketing projects.

Need ideas?

  • Start something on the side. Do you already have a successful business that others want to emulate? Create an info-product that breaks down your system for success and sell it alongside your existing business.
  • Clone a successful product. Recently, in our “Make Them Buy Now” training series, we talked about “stealing” copy code from successful sales letters. Similar to copy code, you can look at successful info-products and “clone” the idea. To be clear, this doesn’t mean stealing the idea. That would be unethical and illegal. However, the components of a successful product and the psychology behind it are something you can tap into to create your own product.
  • Attend Dan Kennedy’s “90,000 in 90 Days’ Fast Start for Info-Marketing ‘Virgins’ & Beginners” where Dan will give you five different plans for starting an info-marketing business. He’ll also give you his “Weekend Wealth Plan” that hands over $100,000 in net profit from six-weekends a year. (This is a one-time only event on November 5, 2014. You must be registered for Info-SUMMIT™ to attend.)

Need Money?

  • Get someone else to kick in funds. Sponsors, association partners, and others not only are willing to help pay for your business, they also are often willing to deliver customers to you.

Perhaps you have created an info-product, but don’t have the funds to launch it. Get 3rd parties to pay for your product launch.

Get corporate sponsors to pay you to customize and do a product launch to their list while you keep ownership of the product and buyer list.

Use crowdfunding to tap into people you know who already believe in you. There are over 500 online crowdfunding platforms. A study published in FORBES projects 2014 crowdfunding to exceed $1-billion; by 2020, $100-billion! Crowdfunding is also being used as a new way to market test ideas and products, and as a ‘stealth’ list-building strategy.

Don’t let the lack of opportunities, time, money, or ideas stop you from building the income and life you want. There is ALWAYS a way to make it happen. And opportunity doesn’t always come knocking. YOU have to make it happen. YOU have to build that door.

Will you start using these methods to “build your door”? If not now, when?

Share in the comments below what you’ll do this week to start making things happen in your business.

*NOTE* Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

 

“I’ve Fallen And I Can’t Get Up…”

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

“I’ve fallen and I can’t get up!”

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

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

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

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

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

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

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

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

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

This seems contradictory.

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

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

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

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

Elderly people fear losing their independence.

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

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

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

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

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

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

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

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

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

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

The Three Biggest Reasons Businesses Fail…And What To Do Instead.

By: Dave Dee on: September 19th, 2014 3 Comments

We’ve all heard and read about the alarming 80% rate of small businesses that fail in their first 18 months.

It’s been reported by many sources including Bloomberg, the leader in reporting financial and business information

So when I read an article the other day that said 90% of info-marketing businesses fail, it upset me.

I thought to myself, “but why?” This is a formulaic business that anyone can do successfully.

My next thought was… “What can we learn from the businesses that have crashed and burned?”

From years of experience from both running my own businesses and also working with and training hundreds of business owners and info-marketers to build successful, long-term businesses, I have found three main things—that when missing, inevitably shorten the life of the business and cause failure.

I’m not talking about the typically things that you see listed such as running out of money, no business background, no clear unique selling proposition, and so forth. The following are specific to why info-marketing businesses fail, and more importantly what you can do to make sure you don’t experience the same fate.

Reason #1: Inadequate Marketing Research. According to Robert Skrob, President of the Info-marketing Association, the #1 reason he sees info-marketing businesses fail is inadequate research.

Solution: Don’t assume you know everything you need to know about your market. Just because you’ve been living in an industry for a long time doesn’t necessarily mean you don’t need to do additional research.

Thoroughly research your market. Interview potential customers to find out what they want and how they want it delivered. For example, do they prefer to receive your information in a video format or at a live seminar? The answer may surprise you and if you skip the research, you may end up wasting time and money creating the wrong product for your niche.

Reason #2: No continuity income. Continuity income is money you receive on a continual ongoing basis. For example, a membership program where people pay $59 each month for a newsletter. Too often businesses rely on a single sales model—meaning each month they start over selling their programs, books, seminars, etc. The result: until they sell something, they aren’t making any money.

Solution: Create continuity programs so that you start each month with customers already purchasing your products—in other words you have guaranteed income.

Not only do you have consistent income that provides you with cash flow to pay the bills, but as your customer base grows, so will the number of people participating in your continuity programs. This means your income will grow. Plus, because your continuity income is paying the bills, when you hold an event or have a big promotion, you’ll be able to pull out the money you make from it in profit instead of having to use it to pay bills.  GKIC introduces success-minded business owners to their gold membership program by offering a two-month free trial. 

Reason #3: Random Marketing Process. Too many businesses have no marketing systems in place. They run a campaign or promotion, get some customers, fulfill their orders and then have to start over again. Or they only have part of the system in place—such as the sales letter, but no system to continually attract prospects to it. Or no follow-up system.

Solution: If you want to experience a thriving, successful info-marketing business, and truly unlock the freedom and info-marketer lifestyle you dream of, then pay close attention. The secret is to build an automated marketing process.

This process includes marketing systems that continually attract new customers and feed them into a sales funnel that shows customers how you can solve their problems and then invites them to make a purchase.

After they’ve purchased from you, another sales system invites them to make additional purchases from you, including joining your continuity program.

One thing to note, while you can, in essence, create these once and let them run on auto-pilot, you’ll also want a system to track and monitor your results.

It’s also a good idea to use different systems along with testing new ones.

When you do the marketing research, put programs in place to generate continuity income and build an automated marketing process, you’ll have the three key factors that drive a long-lasting, mature and highly successful info-marketing business.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

 

#1 New York Times Bestselling Book Confirms What Dan Kennedy Has Said All Along

By: Dave Dee on: September 4th, 2014 1 Comment

“Purposeful story telling isn’t show business, it’s good business.”

That’s what Peter Guber says in his #1 New York Times Bestselling book, “Tell To Win”.

And it’s what Dan Kennedy has said for years: Stories sell.

Guber, an extraordinarily successful person who has had a long and varied career serving as studio chief at Columbia Pictures, co-chairman of Casablanca Records and Filmworks, CEO of Polygram Entertainment , Chairman and CEO of both Sony Pictures and Mandalay Entertainment Group substantiates that the benefits of powerful storytelling are not limited to the entertainment business.

Guber, who also oversees one of the largest combinations of professional baseball teams and venues nationwide, is the co-owner of the NBA’s Golden State Warriors, a longtime professor at UCLA, speaker at numerous business forums across the U.S., and has even invested in other businesses set out to PROVE that stories are powerful calls to action for any business.

Looking outside the entertainment industry, Guber turned to some of the most successful business leaders in America to see what their experiences were with using stories in business. And he consulted experts in psychology, narrative medicine, and organizational storytelling to determine if purposeful story telling was a success tool that many in business mistakenly ignore.

His book further supports the importance  of emotionally transporting your customers, clients, and patients via stories in order to get them to take action.

Giving examples from businesses in all different categories and walks of life—Guber cites stories from businesses such as restaurants, financial planners, eye doctors, lawyers, investors, politicians, and many more. He also shows how both story-tellers and non-story-tellers can employ stories to help them succeed.

Here are some key points I picked up from reading his book:

To be considered a story, you need surprise. Pay close attention to this one: when you give your audience exactly what they expect, with no surprise, you will bore your audience. This is NOT a story. Surprise is what makes a story and makes your story memorable.

Telling stories is a tool anyone can use. Stories aren’t reserved for the rich, the educated, the intelligent, the successful, and so on. You don’t have to have a certain education or reach a certain age or income level to tell and listen to stories or use them to win.

People are wired for stories. Think of your own experiences. From the time you are young, you are told stories. As you get older, you read story books. When you are with your friends and family—or even at the office, you tell stories.

It makes perfect sense that we are wired for stories, yet many businesses ignore this potent tool and lean towards stating facts and statistics instead. (Check out some particularly compelling research on stories verses statistics in Chapter 3, along with a super idea that a financier on Wall Street used to get more done.)

Beware of hidden time bombs. We tend to repeat our stories. Depending on the nature of your personal back stories, this repetition can produce positive or negative results. Ignore the power of your own back-story and these can surface at inopportune times.  The good news is that you can use your negative experiences in ways so that they won’t continue to affect you negatively or creep up and sabotage you unexpectedly when you least expect them to (such as when you are trying to close a big deal.)

Find the “it.” You need the thing that will emotionally transport your audience. Without this piece, your audience won’t get what your proposition is, even if it is a complete no-brainer to you, meaning people will say “no” when you fully expect them to say “yes.”

Same story. Different resolution. You may have a great story, but the wrong resolution for your audience. Know your audience well and you’ll know what they will respond to.

Also, you can use the same story with different resolutions for different audiences. For example, let’s say you have an idea for an information marketing business, but you need others to invest in your idea. You could tell the same story about your idea, but for the investor who has money to spare and loves the risk, you’d paint a picture of the big pay-out potential. While the investor who doesn’t have any money to invest, but has knowledge or skill he can invest, you’d paint a picture that involves him gaining reputation that could lead to more and better-paying clients.

One is a dangerous number. Just as Dan Kennedy has said many times, one is a dangerous number. This is no exception. Stories should be told in offline and online marketing as well as in face-to-face situations.

Of course it is impossible for me to summarize here everything you will discover about why and how to use stories in your business.  However, if you consider these tips and focus on telling stories in your business, you can make facts and figures more memorable, make your products and services resonate with your audience, and get more people to take action.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

One of the biggest money-making super-powers

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

Dan Kennedy here.

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

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

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

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

Click here to listen to it now.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.