Archive for the ‘Internet Marketing’ Category


Creating Prosperity Regardless of the Economy

By: Lee Milteer on: December 17th, 2014 No Comments

Everyone in our world thinks about money. If you aren’t doing well financially today, it is it definitely is NOT caused by a lack of opportunity. No matter what the media is saying, there are massive opportunities to reinvent yourself and your business to be profitable today. Yes, this means you might have to change directions, but so what? That is what smart people do! Life changes, businesses change, and trends change, but there are always new opportunities to capitalize on if you are in the right state of mind.

There are four fundamental positions you can take to immediately improve and attract prosperity, rather than chasing it:
1- The Quality of Your Personal Philosophy
2- The Quality of Your Thinking
3- The Quality of Your Behavior
4- The Quality of the Value You Create to Exchange for Prosperity in the World

I am sharing suggestions for a new mindset and daily actions you can perform within these four categories for leverage and to set yourself apart to attract more money into your life. Give yourself permission to adopt a new mindset where following these top behavioral strategies will cause business and money will flow to you. It’s all about mindset and the use of your life energy to TAKE ACTION. Regardless of what your money inhibition has been, it is time to face it and move past it. It’s time to create goals and plans that allow you to move past any current overwhelming circumstance and make a firm decision to do what it takes to create the reality of prosperity that you want and deserve.

Focus on Wealth
Understand that creating wealth has more to do with your internal decisions, external knowledge, and actions, but little to do with the state of the economy. You must rise above the popular belief that it is necessary to be affected by the economy. Abundance is a mindset, not an external condition that controls your success. There are no limits to what you can create because you have unlimited resources around you.

Let’s define wealth. Prosperity author Catherine Ponder said “prosperity is more than money, wealth, and financial security, it is the way you live your life and the way you focus your life energy; it is the balance of what you can and cannot control, it is loving yourself and others, it is counting your blessings and enjoying who and what you currently are now.”

Right now, due to the way the media screams at you daily about the insane economy, you need “prosperity consciousness” in your life. Increasing this level of awareness enables you to create more self-confidence, self-trust, and self-esteem to build exactly what you want. These new empowering traits will help you generate and create financial security because of the actions you take. The more you believe in yourself, the more confidence you have to pull the trigger on important projects and take educated risks in your marketing!

Ralph Waldo Emerson described prosperity as the law of compensation whereby like attracts like. What you radiate out in your thoughts, feelings, mental pictures, and words, you also attract into your life. Now is the time to reprogram yourself for what you want. Create goals that support the future you really want, not what you think you can have. You are a Self-fulfilling prophecy.

Focus on what you want to create, not what you don’t want to create. You receive exactly what you focus on. Poverty thinking brings poverty. Wealth thinking brings wealth. Grudges bring deathly poison to any business. Ask yourself: What am I focusing on right now? Is it positive or negative? The more positive you are in your attitude and your actions, the more abundance you will have in your life.

Avoid Negativity
Be proactive and expose yourself to information that is inspiring and uplifting. Doing so will edify the flow of your natural creative juices. Eliminate people from your life who negatively influence you or challenge your positive mood. You have to be in the right state of mind to see and create opportunities. Ask yourself: Who and what is dragging me down and how can I remove it from my reality? Expose yourself to information that empowers you daily. Do this for 21 days and I promise you will have an entirely new outlook to life and better money results.

Have Integrity with Self
To create wealth, you must have integrity with yourself. Be on guard against being manipulated emotionally by the fear and drama of those around you and recognize the potential stress of allowing others to influence you. Ask yourself: “Where have I been out of integrity with my own beliefs and actions?”

Be Creative
Acknowledge that people are spending lots of money on things they want and need. To grow in your current environment, be creative. Give your customers what they’re asking for, and keep a positive mindset. Ask yourself “What can I do to capitalize on new and exciting products and services that will get attention?”

If you have not asked the people in your world what they want, it’s time to do so! You might want to send out a survey to your current clients, customers, or patients and ASK them what they like, don’t like, and what they would like more of. Then decide where you want to focus your energy and resources.

Set up a brainstorming session with your staff, associates, or mentors and put all your challenges on the table. Get outside of your comfort zone and think about what you can be proactive about to manifest what you want. Ask yourself WHO in your life can give you suggestions to improve your bottom line. Enlist the knowledge, skills, intuition, and experience of others in your world and stop trying to do it all alone.

Instead of doing it alone, if you want serious support and the tools to make your income jump to the next level, consider joining my Peak Performers Implementation coaching program.

Let me assist you to become more effective with all aspects of your Entrepreneurial business. Whether you’re looking for Wealth Building, Performance, Productivity, Right Mindset Thinking, Entrepreneurial Marketing, Masterminding, Implementation Strategies, or if you want to network with other like-minded and successful people, Peak Performers is the place to go! You can find out more at www.GKIC.com. There are some videos from existing members sharing how Peak Performers has changed the quality of their lives and business.

Find Your Blind Spot Coach
Lee Milteer
www.milteer.com

Want Customers For Life? 3 Things You MUST Do

By: Dan Kennedy on: November 28th, 2014 4 Comments

Fortunately, early on I realized that a business’s most important asset is its customers. When you get them, by God don’t let them slip away.

I also learned early on that you will not keep them for life based on the value of what you are selling. Sure you’ll keep them for maybe a couple of years, but value alone won’t keep them hanging around.

If you look around the room at any one of my events, you’ll find people who have been with me for five, ten, even twenty years or more. GKIC’s own Dave Dee is a perfect example of someone who has been following me for nearly twenty years.

As a result throughout the years, I’ve been fortunate to have had customers spend $100,000 or more with me.

We don’t do it anymore, but there was a time where I had clients’ credit cards on file with permission to swipe their card and automatically send them product whenever I came out with something new.

And I can reliably predict sales when I send an email out that sells something.

You don’t get to this position by blind folly. But having said that, you can get to this position using somewhat less-than-obvious techniques.

Which brings me to series fiction. If you want to build customers for life, series fiction is a good model to study. To demonstrate, here are three things series fiction author Rex Stout did that created a desire for his new books so bad that even in death people didn’t want to let go. These are things which you too should apply to your business to keep people coming back for more…

  • Make readers eager for the next installment. Author Rex Stout (1886-1975) published Fer-de-Lance in 1934. It was his first book in which his Nero detective character Wolfe appeared.

People loved this character so much they couldn’t wait to get the next book about him. This love for the Nero Wolfe character continued for the rest of Stout’s life. He wrote more than seventy Nero Wolfe books and stories.

The Nero Wolfe character and his adventures was so enduring that Stout’s family found another writer to continue to write the novels after Stout’s death. People continued to love Wolfe so much there was even a TV show created around the Nero Wolfe character and his right-hand man, Archie Goodwin—25 years after Stout died.

Create that same eagerness in your customers—that desire to hear what you are going to do next. Build that excitement and anticipation to open and read whatever you send them. Every time. Week after week. Year after year.

  • Get “famous” with your target audience. Stout began his writing career in 1910 and didn’t become a full-time writer until seventeen years later. Although he published three novels which received favorable reviews before his first Nero Wolfe book, none of them were best sellers.

It took him 24 years to figure out how to create a character that would get and more importantly—keep—people interested. It was the “keeping them interested” part that ultimately made him famous with his audience.

Look at any of the big celebrities in sports and entertainment and in the information marketing world such as Jimmy Fallon and Frank Kern. They’ve found ways to hold people’s interest which in turn has built their celebrity.

Stout discovered that you have to deliberately and strategically create, develop, and use personality to build your celebrity—and your following.

  • Keep your customers involved, active, and responsive. Next week in New York City, the 37th annual Black Orchid Banquet will be held. The event includes speakers discussing Nero Wolfe and Rex Stout topics, song parodies, toasts, themed quizzes, etc. to celebrate Rex Stout’s legacy.

This is just one of many offerings that keep Wolfe fans engaged. For instance, for a fee—you can also subscribe to a Newsletter that explores Wolfe’s life and/or become a Wolfe Pack Member.

Keeping a relationship going like this is not a common thing. How long do your customers stick around? One year? Two years? Five years? Twenty?

This does not happen by accident. And in the business world you’ll find very few people that have customers who stay with them for life. You have to think about how you keep people interested enough to stay for life (and beyond even.)

If you’d like to know about the principles I use that has allowed me to keep customers for decades while boosting lifetime customer value, customer retention, and overall profits…and how you can too, then click here now.

Also, now through Monday, December 1, 2014 as a one-time only deal, GKIC has a limited time offer that includes receiving the MP3 download of a closed-door 2-day seminar I held called “Copywriting Seminar In-A-Box”. The course reveals all of my most prized, most powerful, and most profitable copywriting techniques. I took this course off the market years ago, but I am bringing it back for just one time when you take action right now.

Three Steps To Never Prospect Again

By: Dan Kennedy on: October 17th, 2014 2 Comments

It’s been 40 years or more since I replaced old-fashioned prospecting grunt work for a 100% measurable way to attract a predictable, reliable stream of ideal clients.

Success at getting qualified clients, customers, or patients has a lot more to do with understanding the real secrets of direct-response marketing…and a lot less to do with chasing after prospects.

Whether you are just getting started in business or you’ve been in business for thirty years… believe me, there’s nothing better than only talking to prospects who have already “raised their hand” specifically to TALK TO YOU!

To experience this kind of client attraction, the most important thing you can do for your business right now is to develop a reliable and predictable client, customer, or patient “Lead-Generation System.”

A successful Lead-Generation system should have the following components, several of which many (if not MOST) business’s overlook:

1)    A “Slam Dunk” Customer.  If you’re trying to target the entire world, you’d better be prepared to go head-to-head with big, dumb companies with billions of dollars to waste in the effort. Going after every possible person who could ever use your service is a fool’s errand.  Instead, step back and think about, whom right now, are your favorite clients… where do they come from? How do they act?  What do they read?  How much do they earn?  What are their hobbies?  What is it about YOU that they tell you they resonate with?  Getting a solid grasp on WHICH this person is, WHERE to find them and WHAT it is they truly desire that only you can provide … and for the PRICE you want them to be able to pay… is a crucial first step to your lead-generation system.

2)    A “Killer” Lead Generation Magnet.  You need to give them a clear reason to contact you and get that reason in front of your “slam dunkers.”  It should be something targeted to narrow down your perfect clients from the unwashed masses…this “thing” is an incentive for response we call a Lead Generation Magnet.  Many times these are informational in nature, such as reports, guides, books, CDs, webinars or even other kinds of gifts.  Obviously, the more desirable the magnet and its offer, the better the response you’ll get.  You generally want something that is directly linked to your business.  For instance, the investment company offering a free road atlas in exchange for a call in appointment would be better served by a free report detailing “The 5 Secrets The IRS Hopes You Never Discover that Can Save the Typical Family $5000 a Year in Taxes.”

3)    Answer the WHY You Question?  The question I pose is “Why should I do business with you rather than any other option including doing nothing?”  The answer is what we call your Unique Selling Proposition (USP) and your lead magnet should make dead solid certain that the factors that make you different are clearly spelled out.  This provides fuel to the call to action (something else you need in your magnet, do NOT forget that critical piece) that compels them to act without hesitation, knowing that the benefit they seek can only be found with your products / services.

Don’t rely on hope, networking, or prospecting grunt work to get customers through your door or to your website. Create a lead-generation system that includes these key components to get them to raise their hands and ask for YOU.

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.

 

 

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.

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

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

Words matter.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Five Stealth Persuasion Secrets That’ll Get Your Prospects To Buy From You

By: Dave Dee on: August 2nd, 2014 4 Comments

While interviewing Founder and CEO of Mandalay Entertainment Peter Guber the other day, I asked him about his new book and why he wrote it.

His answer revealed an important point as to why anyone who wants to be more successful should create an information product—whether it’s writing a book, creating a webinar or recording something on audio.

He said that writing a book (i.e. creating an information product) is another means of advancing the thought process and putting it in a format in which people can use those ideas.

In other words, for himself, he did it as act of self-discovery and to advance his own personal knowledge and understanding of the subject.

For others, he did it as a means of giving people meaning to the information that he was sharing.

I love the answer he gave, because it makes total sense. Through the process of creating an information product about a subject, you learn more about it which helps you to formulate new ideas and advance your own knowledge.

And for others, it gives them another way to digest your information that will also help them formulate new ideas and have a better, more advanced understanding of the a subject.

This is a key concept to understand.

Because as business owners, we ALL need to educate our consumers better.

In fact, educating your consumer will make him/her more loyal to you. The more loyal a consumer, the longer they will stick with you. The longer they stick with you, the more they will buy. The more they buy, the bigger champion they become. The bigger champion they are, the more likely they are to refer people to you. (And let’s not forget that referred customers tend to be more loyal and spend more.)

So creating information products is about much more than trying to make a buck or two. Done right, creating information products will advance your own knowledge, plus it will help you to create better (and more) customers.

But to do those two things, there’s something you’ll want to do in every info-product you create and that is…

You’ll want to persuade.

For example, if I go to the orthodontist to get braces for my son and the orthodontist asks me what kind of braces I want with no explanation of the difference, I’m likely to go with the least expensive choice that will get the job done.

If he takes a little time to explain the difference, I may choose a more expensive option, however it will depend on a lot of factors including if I feel I have enough information to make a good decision.

But if the orthodontist gives me a book that explains all the different choices I have, what his philosophy is for how he chooses braces for his patients, and what his beliefs are about the different product lines based on his experience, then I have a lot more information to make a better decision.

Am I right?

Now let’s say that the orthodontist believes Invisalign Braces are the best choice in most cases. Despite that being the more expensive choice, I am likely to take it since the orthodontist has now laid out his philosophy and the reasons why this is the best choice.

And because the orthodontist took the time to lay out all the choices, he may have an even more advanced understanding himself as to why he feels that way.

Sure, the orthodontist could explain all of that in person, but let me ask you something—

Where will I be more likely to feel like I’m being “sold” and where will I feel like I’m being “educated”?

Option1: When the orthodontist tells me in an appointment what he feels is the best option?

OR

Option 2: When I am handed a book that explains all the options and I have time to absorb the information?

Option 2. Because I’ll have all the information in front of me and will feel I can make a more educated decision.

Taking all of that into consideration, here are some things to include that will help you achieve those two goals:

1)      Sell them on your concepts. If you pay close attention, you’ll notice that Dan Kennedy’s books, courses, news-letters, articles, etc. all explain and educate people on his concepts. That repetition helps people better understand these concepts and advances their success.

What concepts do you want your customers to understand? Know what these are and make a list of them so you can refer and be guided by them.

2)      Sell (or re-sell) them on your philosophy. This is another thing Dan does well. Everyone has a philosophy of how and why things should be done. What’s yours? Be sure to have a good understanding of this and incorporate it into your products so that your customers can adopt it too.

3)      Re-sell your products. Reminding people what your product will do for them will help your customers get more out of your product because not only will they know what to expect, but subconsciously they will be looking for it.

4)      Sell them on the opportunity your product or service provides. It’s not just the physical value that your product or service brings to your client, customer, or patient. What opportunities will they experience as a result of using your product or service? For example, will they experience more freedom and fewer struggles?

5)      Sell them what’s next. Once you have laid out your philosophy, concepts, their choices, and so forth, you want to be sure and include the steps for what they should do next. You may even want to include a limited time bonus gift to create some urgency to take the next step.

Create info-products that “sell” these five things and you’ll help advance both your understanding and your customer’s…and when you do, you’ll not just make a sale, you’ll convert a prospect into a customer, which is an entirely different thing.

**What’s HOT at GKIC This Week Through August 4, 2014**  If creating an info-product to educate your customers and advance your own knowledge sounds like a good idea, but you’re feeling overwhelmed by the idea, then I have some GREAT news for you.

This weekend ONLY we are offering Dan Kennedy’s Foolproof Recipe For Creating Product That’ll Explode Your Income, Create Customers for Life and Make YOU the “go-to” Person In Your Niche.  It’s called the Info-Product Recipe  PLUS we’re offer a special exclusive training that the creator of Product Launch Formula, Jeff Walker did for us.  In it he gives the EXACT process he used to create his initial Product Launch Formula—which generated $600,000 in its first week. The best part is this is a super simple, EXTREMELY quick way to create a product FAST—plus he’ll show you how to do this even if you don’t have a list.

To learn more about how to get this training, click here.

Top Three Rules For Writing A Great Headline

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

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

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

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

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

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

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

First…Your name as a headline is a deadline.

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

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

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

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

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

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

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

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

Four Steps To Creating A List Building Machine

By: Dave Dee on: July 15th, 2014 1 Comment

“I need help building my list!”

This is a universal problem that virtually every business owner has and it’s the number one thing we’re told by you that you need help with.

This is a great thing for two reasons…first off it tells us you understand the value of a list.  Recently I was in Chicago and went to a restaurant called Carnivale with Darcy and “the jewel” (aka Mike.)

It’s one of Mikes favorite places to eat but just about every time he goes there he uses a discount offer from a daily deal site because they advertise on there all the time (I won’t go into the Jewel being a cheapskate here).  Even though he’s been to Carnivale a number of times, not once have they asked him for his information so they could follow up directly with him.  Instead they rely on using high-cost daily deal sites to get customers instead of simply going to their own list.  Most people aren’t even aware that they need a list.

So simply by asking this question it implies you understand the value of having a list and that’s good news.

Secondly…and really more importantly, it’s a great problem because it’s one that can be solved.

Easily, and in a variety of ways!

One of my friends who is an online list-building “guru” recently released a video showing the four steps to creating a list building machine.  In one example he shows how they took a virtually “dead” blog and now drive over 10,000 visitors a day to it, and more important capture contact information from over 600 new visitors EVERY day!

You can watch the entire video by clicking here and below I’ll share with my best take-a-ways.  This particular video is all about using your blog as the center of your lead attraction universe.  If you don’t have a blog, he shares resources you can use to start one immediately, for FREE.   Now for the four steps.

1. Create a Stand Alone Opt-in Page.  Too many people make the mistake of driving traffic to their blog and hoping that an ad on the right hand side will get people to opt-in, or subscribe to their blog.

In reality, using text throughout the blog article telling people how to subscribe and making a clickable link will convert 10x-15x as many people into subscribers.  This is sooooo important because if someone finds your blog through a search engine, chances are they may never find it again when left on their own, so you NEED to capture their information the first time they come.  Jeff describes various ways to do that here.

2. Sell Visitors On Why They Should Join Your List.  Let’s face it.  We all get plenty of e-mail so we’re really not looking to subscribe to more lists…UNLESS it’s something you’re very interested in, something entertaining, or something that will be helpful to you.

For instance if I went to a blog and they said “Sign up to get the latest reviews for the best restaurants in the country, shared with you in a fun and interesting way, and get exclusive notifications of new openings and special promotions in your area!”  I might subscribe to that because they really “sold” me on why I should subscribe.  Chances are  most won’t try and “sell” me on subscribing and simply say “Sign up for our e-newsletter.”  No, thanks.  Not interesting.

3. Split Test Everything!!!  We all know we should test different things in our ads and our marketing but most of us really don’t do this because we’re not sure how or what to test.  Jeff goes through a list of 7 things to test and shows you the tools he uses to do this easily and quickly on his video here.  While I can’t go into all seven the top two you should test even if you test nothing else are your “Headlines” and your “Call’s-To-Action.”

If you do nothing else first test your headline because this is what determines if people will even read or listen to the next thing you have to say.  If you send out e-mails your subject line should be viewed as your headline.  In a radio, or TV ad it’s the first sentence people hear.  You need them to listen, read, or watch if you’re going to convert them into a customer, client or patient so start with testing your headlines.

Then Jeff says to test your call-to-action because this is where the rubber meets the road and people decide to continue their journey with you, or leave you penniless on the side of the road.  You might be surprised at some of the simple tests he ran and their results.

4. Make Your Opt-in Page Easy To Find!  
You don’t want people to need to search to subscribe to your blog, e-mail list, mailing list etc…you need to present it up front and often.

You may think it’s easy to find because you created a button or have a link in your header, but why not have it in multiple places.  Here Jeff shows you five different places you can advertise your opt-in page and the benefits of the different strategies.

Obviously in this blog, I’ve used this simple strategy and made it virtually impossible for you to read this without being presented multiple times with the opportunity to check out Jeff’s full training.

Anyhow, those were my take-a-ways from his free training video.  If you have a few minutes (about twenty actually) check it out.  Even if you don’t have a blog, or aren’t marketing online you’ll get useful tips you can apply to virtually any media.  Leave a comment below after you watch Jeff’s video and let me know what your biggest take-a-ways are.

How To Make This Tricky Part Of Your Business More Effective…

By: Darcy Juarez on: April 12th, 2014 4 Comments

Last week we talked a lot about the importance of making your customer feel like your business and your business alone is THE one for them. (See my article Dan Kennedy Warns: You can no longer afford to do this.)

It’s a lot easier when you are face-to-face with someone because you can ask questions and give them personalized attention.

However, to really grow your business, you have to be able to translate that feeling on a massive scale.

We talk a lot about how to do this in direct mail and email and other media that is more of a one-to-one type of communication, but one area we don’t talk a lot about is your website.

Websites are tricky.  Because unlike an individual letter or email sent directly to your prospect or customer, people will be viewing your site who are in different stages of the buying cycle.

From the prospect who knows nothing about your product or service and very little about you to the fiercely loyal customer who has been with you for years.

Really think about that for a minute.

This means that a one-size-fits all approach will not work.

Sadly, the one-size-fits all approach is what many website builders do. While this may seem like the cheaper and easier approach, the truth is, it ends up costing you more in both time and money.

Concealed costs and trying to fit a ‘square peg in a round hole’ can end up causing you to lose customers and result in having a website that isn’t generating leads or income.

Trying to cater to everyone means you aren’t likely to capture much of anyone. And the likelihood that you snare prospects that are a poor match for your business goes way up.

Instead, here are some ways to make sure you build a better website so you don’t end up with a one-size-fits-all solution.

1.  Answer these questions before you start. Whether designing your website or adding additional pages, give thought to these questions to make sure every page fits into your “big picture” plan.

  • Who is your audience?
  • What factors are important to your audience?
  • What is the purpose of your site (or page)?
  • What’s the best way to get the traffic visiting your site to take the action you want?

Each and every page needs to have a purpose and needs to work together with the other pages on your site so your visitor has a great experience.

For example, when you put a blog post up, ask what the purpose of your blog post is and how this relates to the rest of your site.

Ask yourself things such as: “Am I trying to drive people to a presentation? Or trying to capture a lead by getting them to download a free report?”

These are only a couple of examples, but the point is there should be careful thought into your plan rather than just slapping up pages independently of each other.

2.  Build for longevity. One of my favorite things is automation. One way to automate your business is to build evergreen campaigns. To make your website evergreen, use fundamental direct response marketing principles that have stood the test of time and resist the urge to constantly change your site because some new guru says there is now a new rule to follow.
 
3.  Direct the process. Don’t turn your site over to a web designer, a tech guy, etc. Most are focused on the job they were hired to do and not on the overall design and purpose. They may not know or understand direct response. They certainly won’t be looking at the overall big picture. You need to think like an architect and make sure every element on your website is working together for the end result you want. (I discuss this in detail here.)
 
4.  Make every word count. There is a myth that a website has unlimited real estate. However, just like an ad in a magazine or newspaper, you must make every word count. Don’t get sloppy. If an element isn’t helping with your “big picture” strategy, get rid of it.

When you can put the work into something once and get it to work for you over and over again, you’ll find you’ll not only save a lot of time, but you’ll save a whole bunch of money not having to re-build all the time. Like a great sales letter that continues to work year after year, following these principles, it is possible to build a website that will make visitors feel that you are exactly the right fit for them.

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.

Three Ways To Increase Leads, Response & Loyalty…

By: Darcy Juarez on: April 8th, 2014 7 Comments

At our GKIC SuperConference last month, I added a picture of three-time NFL Superbowl Champion Emmitt Smith to my celebrity photo collection.

Of course, I’m not the only one who took a photo with Emmitt. Our Diamond Members also had their photo taken with Emmitt.

Darcy Juarez, Marketing Automation Expert of GKIC, the leading provider of information and training for entrepreneurs and Emmitt Smith, three-time NFL Superbowl Champion, entrepreneur and Dancing with the Stars Celebrity.

Darcy Juarez and Emmitt Smith

And while many people would stick this in a photo album or share it with their friends on Facebook, smart entrepreneurs know this is a valuable tool worth way more than the ego boost you get from saying you were rubbing elbows with an NFL great.

In fact, used correctly you can attract more leads, convert more prospects to consumers and even increase loyalty with existing customers, clients and patients.

Here are three ways to take advantage of celebrity photos:

1)    Drive more traffic to your website. Adding your picture to your website with correct tagging will make your website come up as fresh content for people searching for the celebrity you are pictured with. For example, if I put my picture of me with Emmitt on my website and tagged it correctly, anyone searching for Emmitt Smith would potentially find my website.

To do this, use ALT tags. ALT tags are a way to “describe” an image to search engine crawlers.  An ALT tag might read something like, “John Doe, Owner of the #1 rated steak restaurant in Dallas, Champion Steakhouse, with NFL Superbowl Champion Emmitt Smith.”

You can check to see if your images have ALT tags and see if they are accurate on your website with this free online tool.

2)    Grab more attention for your promotions. Use celebrity photos in your newsletter, ads, postcard mailings, sales letters, etc. to grab attention and associate yourself with celebrities.

People are obsessed with celebrities. The fact that they are already thinking about celebrities allows you to use Robert Collier’s copywriting secret of “entering the conversation already occurring in your prospects or customers minds.”

People are drawn to photos of celebrities.  The added curiosity will help get your ad, postcard, etc. into the “A” pile instead of being passed over or thrown into the trash.

Plus, because people draw a connection between you, your product or service and the celebrity, this can increase your credibility and create higher loyalty from consumers.

In addition to placing these photos in your ads and on your website, etc., physically frame these pictures and hang them where your customers can see them.

3)    Immediately elevate your status. The minute you start using pictures of you associated with a celebrity, your status will be elevated in the eyes of many of your customers, clients or patients. Because of people’s fascination with celebrities, they will instantly become more interested in you because you “know” a celebrity.

Think about it. If you are searching for a new chiropractor, which ad would you respond to:

An ad with a picture of a chiropractor with an unknown athlete or the ad with a picture of a chiropractor with Emmitt Smith that says something like “Chiropractor specializing in sports medicine and sought after by professional athletes”?

Always carry a camera with you and be on the lookout for opportunities to take a picture of yourself with a celebrity. These days most cellular phones will do the trick. If you are out somewhere and spot a celebrity ask if you can have a photo with them. Many celebrities will say yes.

Even if you do nothing more than add them to your website or hang them on your wall in your place of business, you will gain attention and elevate your credibility and status which can mean more traffic, more customers and more revenue.

NOTE: 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.