Archive for the ‘Publicity’ Category


Four Ways To Dominate Your Market Using Free Publicity

By: Dave Dee on: March 11th, 2014 4 Comments

Last year at SuperConference℠, one of our most popular sessions was with Paul Hartunian.

A master at publicity and press releases , Paul is the man who actually did sell the Brooklyn Bridge, piece by piece.

Paul taught our attendees how to use press releases to become rich and famous—showing the steps for creating a press release that garners maximum media exposure.

The advantages of the free publicity generated from press releases can be huge.

One of things Paul points out is that a BIG publicity opportunity the equivalent to millions in advertising dollars often starts from small publicity such as a story in a local paper.

You see media outlets like The Tonight Show, Today, USA Today, etc. have staffers that scour small town newspapers and magazines looking for news items that are different or odd. Paul once got a call from Johnny Carson asking him to come on The Tonight Show after seeing a story in a local paper about Paul selling the Brooklyn Bridge.

There is even more you can do with press releases that can give you extreme advantage.

So today, I’ll discuss four of these which I picked up from Michael Taggart.

Michael has trained thousands of marketers both nationally and internationally about effective internet marketing strategies. He is considered by the world’s top marketers to be on the very cutting edge of Local Search Marketing and Mobile Search Optimization as well as one of the foremost underground experts on Search Engine Optimization. (You can catch Michael live and in person at SuperConference℠ 2014’s Bonus Day on state-of-the-art, yet proven direct response marketing techniques using ultra-simple to use technology.)

So what else can you do with press releases?

Michael says:

1)      Dominate a keyword online. You can use press releases to dominate even the most difficult keywords with the most competition, almost immediately.

One of the reasons people use PPC is for the immediate results it delivers. Basically you are paying to get your business on page one and in front of people searching online for your keywords.

But when written correctly, by simply sending a free press release, you can accomplish the same thing.  This means you can get page one ranking without having to pay for an ad. Plus this can be achieved really fast.

To give you an idea of how fast…Michael has been known to pick volunteers from the audience during his speaking engagements and get their name ranked for a keyword in their area of expertise. He does this in record time—LIVE—while people are watching.

2)      Get a better response for your PPC ad. Research shows that when organic listings are present with paid listings, they cause the searcher to click more on the paid listing. Various researches I found said this can as much as triple click-thru rates.

For example, in one test, SEER Interactive found that ad click thru rates rose from 5.56% to 18.06% with the presence of organic listings. Researchers believe this is because searchers see your website listed in both the organic and paid listings makes you seem more credible and encourages them to choose your business over the competition that only has one listing.

3)      Scale down your PPC budget. When you write your press releases so they get ranked on page one of Google, Bing and other search engines, you’ll find you can save money. This is because you won’t need to do as much PPC to get traffic because the press releases will be providing organic exposure for you.  Plus, as stated above, you may experience higher click-thru rates which can lower your costs.

4)      Use it to build your subscriber list. Another trick Michael says you can do is to use the IFrame to do things such as build a subscriber list by offering a free report or insert a way for people to donate to charity, and more. (An IFrame is a document embedded inside another document on a website. This often appears as a column along the right side of the press release where you see ads, etc.)

Press Releases offer one more powerful way to market and promote your business. Not only can they be used to help you gain fame and fortune, but they can help you dominate online so that prospects can more easily find you.

NOTE: To learn how to use Press Releases to get ranked #1 on Google, come to GKIC’s Bonus Day at SuperConference℠. Michael Taggart will be sharing his comprehensive formula for how to use press releases to get to the top of Google during the most explosive SuperConference℠ Bonus Day we’ve ever offered.

Developed through his years of research, Michael will show you how to dominate Google, Bing, Google News, Yahoo and other news and media outlets.

Plus you’ll discover the newest, hottest, ground-breaking direct marketing technology tools available today that even the biggest technophobe can use to maximize success and gain the BIGGEST unfair advantage.

Hosted by Mike Stewart, the world’s #1 expert using online video that generates traffic and sales for REAL businesses, these tools are easy to use and FREE or nearly FREE.

Register NOW by calling 1-800-871-0147 or by going to www.gkic.com/sc2014.

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.

The Olympic Formula Of A GKIC Champion

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

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

Some stories have to do with overcoming challenges.

And some are, well a bit more unusual…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Here is what his offer said:

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

The (obvious) lesson to be learned?

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

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

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

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

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

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

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

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

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

NOTE: 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 Show Up Like No One Else

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

NOTE: 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. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Ask yourself why that is.

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

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

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

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

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

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

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

You’ll discover:

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

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

What You Need To Know (And Understand) About Writing

By: Dan Kennedy on: August 8th, 2013 1 Comment

In June, I got to scratch off another bucket list item.

I finished, printed, bound and shipped the mystery novel Win, Place, Or Die.   I earned a “with Dan S. Kennedy” writing credit underneath celebrated mystery writer Les Roberts’ name on the front cover.

You may now buy your very own copy. It would be good if you did. It’s a good story and an entertaining read.  You’ll enjoy it.

Of course, it’s not enough that it has been published. To really satisfy me, it needs to be successful.

The population of novelists is not tiny, but it’s not large either. There are more dentists than novelists.

Within it, the population of successful novelists is smaller, obviously, and small relative to, say, all the unpublished mystery novelists.

Getting to contribute to a novel with a successful mystery writer, and having your own characters and plot ideas on the pages, is somewhat like getting to be a circus acrobat. Small fraternities, in ratio to all aspiring acrobats.

A lot of novelists early in their careers were in advertising. And a lot of copywriters are currently ‘working on’ their first novel. Of course, they aren’t alone. A lot of people dream of being a published and successful novelist.

Having writing mountains of ad copy and more than 20 published non-fiction books, I can tell you: fiction is much harder than ad copy or non-fiction. I learned some things by working on this, which I may or may never use for writing fiction, but that carries over to my other writing.

There is one way in which fiction bears less pressure than ad copy. Sales copy actually needs to sell. There are objective financial measurements of its success or failure, and the pressure on a direct-response ad copywriter to put something out there that creates response is enormous. It can feel like a 1,000 pound weight atop your chest.

For the kind of non-fiction I do, and many business authors do, there is also a need for direct response, for success; readers must be moved from the business book to a web site or a phone number. From  there they need to be moved to engagement and, ultimately, to buying your product or service, joining an organization, coaching group or membership site, or attending an event.

The novelist needs only to intrigue and entertain.

As a business owner, your ad copy and business books have to intrigue and entertain as a novel does, PLUS get direct response and convert readers to buyers of your goods and services.

Keep this in mind when you are judging copy written by you or by a hired copywriter.

The objective of good copy isn’t about pleasing others, be it you, your peers, copywriters or their peers, or even the public.  In fact, it can’t be the objective any more than if a professional speaker, speaking to sell, made his objective to get applause or a standing ovation. The only standing ovation that ever interested me was them standing up to turn and stampede to the product tables at the rear of the room or arena—to line up and buy.

Of course this means you have to juggle and counter-balance pragmatic objectives and personal preferences.

So within the copy presented, it is good if you can draw the satisfaction you need, without needing it from others, and without it interfering with the mission-critical objective(s) you need it to achieve in the marketplace.

That said, you should have reasonable standards and obtainable objectives when judging whether or not your copy is successful. And you should understand and realize that while the goal of copywriting is to entertain, intrigue, get direct response and convert readers to buyers, it is unreasonable to expect every endeavor to be positive. Not even the best copywriters in the world can guarantee a successful and positive outcome every time they write.

Anyway, I can now get away with legitimately adding “novelist” to my list of life credits. I doubt it will change anything. I have no expectations or intentions. But I will continue to have expectations for my copywriting work and you should too.

NOTE: In today’s fiercely competitive landscape, your business cannot afford the risk of ineffective copy. Make sure the copywriter you hire can effectively execute GKIC marketing campaigns so that you are making money, instead of leaving it on the table.

To increase your chance of victory, we’ve put together this FREE REPORT “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”

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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.

3 ½ Business-Boosting Lessons You Can Learn From J.C. Penney’s Rebranding Disaster

By: Dave Dee on: August 6th, 2013 4 Comments

Last week J.C. Penney Co. hired a new senior vice president of marketing.

Debra Berman, formerly with Kraft Foods, was hired to win back customers and create more frequent sales.

This is the latest in a plan by J.C. Penney’s CEO to reconnect with their customers and revitalize their struggling brand.

Why are they struggling?

Well, the former CEO tried to transform the store to attract a “younger” and “hipper” audience…and failed, amassing nearly a billion dollars in losses.

Can you guess the big lesson?

If you already have a target audience buying products or services from you, it’s not a good idea to abandon them in search of a different audience.

Now, I’m not saying it’s necessarily a bad idea to target new and different customers. But if you are going to do this, test it and do it in addition to what you are already doing. After all, if you are going to go to the trouble and expense of winning a customer over, why abandon them?

Because when you abandon your customers, they will find somewhere else to spend their money.

J.C. Penney has a big task in front of them…

Even though you most likely have not made a major shift like J.C. Penney did, there are a couple of takeaways you can use in your own business.

1) Clearly define who your target audience is. When I started at GKIC, one of the first things we did was to nail this down. The obvious answer is that they are small business owners, entrepreneurs and sales people.  But that is pretty broad, so we dug deeper.

We identified our target audience as being people who are “doers.” They don’t just “talk the talk… they walk the walk.”

They are the movers and shakers.  They don’t want fluff. They want to cut through the B.S. and get to the stuff that really works.

We identified that they want more independence and time to do what they want, working less hours while making more money, unapologetically. And they want a place where they can find other like-minded individuals who understand, appreciate and support their endeavors.

Imagine if instead of trying to go after a new audience, J.C. Penney had spent time getting clearer about what their existing customers want. Instead of creating new products to attract an unproven audience, they could have developed products that were a better match for what their existing paying customers wanted.

Another problem they didn’t think through was that by not spending the time to clearly understand their existing customer, not only did their core customer not relate to their new messaging, but they didn’t necessarily embrace the new type of customer that J.C. Penney was targeting.

Clearly defining your audience makes it easier to create messages that resonate with your customers. It makes it easier to know what types of products and services to develop. And it attracts more customers…partially through referrals because your customers often hang out with other like-minded individuals that will also be interested in your products and services.

2) Identify a strong USP. Have a clear, honest, benefit driven USP (Unique Selling Proposition) in place.

While recently interviewing GKIC members about what has made the biggest impact on their business, one answer that kept coming up was developing a strong USP (Unique Selling Proposition). And for good reason…

In order to succeed in today’s cluttered and competitive arena, you MUST construct a great marketing message that is powerful enough to circumvent the competition.

In The Ultimate Marketing Plan, Dan Kennedy defines a USP as “a way of explaining your position against your competition and against all other choices, actual or even imagined.”  He also says it is “a way of summarizing and telegraphing one of the chief benefits of the business, product, or service being marketed.”

Before their rebranding, more than half of J.C. Penney’s audience was over 55 years old and 87 percent were Caucasian. Two of J.C. Penney’s main competitors are Target and Kohl’s who appeal to younger shoppers. Rather than trying to be more like Target and Kohl’s what if they would have focused on what makes J.C. Penney unique?

Identify what makes you different and then capitalize on this to become the best at it. This will attract more of the right customers to you…people who will spend more money with you because they feel you are catering specifically to them.

A strong USP might even become your theme. Like “Just Do It” (Nike) or “The happiest place on earth” (Disneyland) or “We’re number two, so we try harder” (Avis).

3) Win back lost customers. We all do it: We lose customers. Become aware of it and put a campaign in place to win them back. Let your lost customers know you miss them, that they are important to you, and that you want them back.

J.C. Penney has apologized to their core customer, but they should take it further. Getting to know their core customer better, targeting their messaging to them and creating an entire marketing campaign around winning them back will go a long way towards bringing this customer base (and their wallets) back to the store.

The lost customer reactivation system we teach at The Fast Implementation Boot Camp is a campaign that many GKIC members say has been enough to revitalize their business and create an immediate surge of cash in their business.

Learn from the successes and failures of other businesses. Understand and clearly define who your best customer is. Then make your business the clear and only choice for your customers based on what you discover.

And if you’ve lost some customers, don’t just let them go. Do everything you can to win them back—even ask for forgiveness. When you do, you’ll maximize your results and find money in your business you didn’t know existed.

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 Magic Word That Will Bring You Better, More Lucrative Clients

By: Dave Dee on: June 20th, 2013 6 Comments

“I’m an author!”

I will never forget the day How To Turn Your Passion Into Profits was published I was finally able to say it.

That one magic word “author” brought me a great deal of pride and better yet it was an instant authority builder that let me skyrocket my consulting fees to $9,000 a day!!!

And I know it will bring you the same feeling.

Because I know I’m not alone when it comes to how badly I wanted to attain that goal.   According to a survey by the Jenkins Group, 4 out of 5 American Adults want to write a book.

And based on the demand we see for the topic at SuperConference and Info-SUMMIT, chances are better than good that you’ve thought about becoming an author too.

Plus, because you understand the power that the magic word “author” holds, you know that writing a book would…

  • Quickly position you as an expert.
  • Help you command more respect and authority in your field.
  • Serve as another way to attract pre-qualified clients.
  • Open doors for you to work with interesting people on better and more lucrative projects.

On Tuesday, Dan Kennedy dispelled two of the myths that stop people from adding that one magic word to their title. (If you missed that article, read The Surprising Answer To “How Long Should It Take To Write A Book?” here.)

Today, I’ll share six more tips to help you push past what stops you from scratching “become a published author” off your bucket list.

1)      Make it doable. Your book doesn’t have to be 200 pages. You could write a 50 page book and showcase your expertise about your business or niche. That means you could write just 475 words a day (about the length of an email) for 30 days and you’d have completed your book.

2)      Put your “best-selling author dream” aside. It’s a dream many have…to be a best-selling author and be offered a big advance by a publishing company. The fact is only about 2% of all books are picked up by a traditional publisher. (The good news is that there are much easier and much more profitable ways to get published than relying on traditional publishers.)

The idea of creating a great work of art could actually be stopping you from getting started—because you think your idea isn’t grand enough or you are too critical of what you write. By putting that dream aside, and instead focusing on the fact that your book will help your ideal prospect see you as a respected authority, you’ll be more likely to take action and write that book.

3)      Don’t edit. Just write. Don’t obsess about mistakes and quality, just write, write, write. Many people self-edit as they go, causing them to lose momentum.  Let your ideas flow freely and worry about fine tuning your words later.

4)      Talk instead of write. If you find it too difficult to stop from self-editing or you just have a hard time writing, try “talking your book” into a recording device. Then you can either transcribe your recording or pay a nominal fee to have someone else transcribe it.

5)      Create an outline before you start. You’ll find it much easier and faster if you brainstorm and lay out a working title, working chapter titles and what each chapter will cover before you start. Then stick to your outline.

6)      Don’t think of it as writing a book. Think of it as writing 16 articles or 12 chapters.  In other words, break what you’re writing down into smaller chunks. Thinking in terms of writing shorter items will make your task seem more doable. Plus you’ll get a sense of accomplishment with each section you write.

Writing a book won’t happen without a plan, but if you follow these tips and set a time limit to complete your book, you can do it.

And just think how great you’ll feel when you’re finally able to say…

“I’m an author.”

NOTE: If you are one of the 80% who want to write a book, you know you have a story inside of you waiting to be told. If you’ve ever fantasized about becoming an author but are intimidated by what it would take to complete it, then I strongly urge you to sign up for Brian Tracy’s brand new webinar, “How to Write a Book and Become a Published Author.”

FREE for you to attend, this webinar may be the best 45 minutes you’ll ever spend and will give you a realistic picture of what is possible for you, for your story and for your long term success.

Brian is the best-selling author of more than 50 books in dozens of languages in dozens of countries. He has this down to a science and I feel quite confident in saying he can help you add the one magic word of author to your credentials before the summer’s out.

Reserve your spot NOW click here.

The Surprising Answer To “How Long Should It Take To Write A Book?”

By: Dan Kennedy on: June 18th, 2013 11 Comments

Being a published author is a very powerful thing.

In many peoples’ “perception”, it directly translates to expert status. Even people who never bother to read your articles or book will attribute enhanced status to you because you’ve been published.

If you’ve been following me, this isn’t news to you. You’ve heard me say repeatedly that you should write a book.

Being able to add the title of “author” to your credentials can increase your perceived worth, which means you can charge more for your products and services and lower and even eliminate resistance to price.

Books can be used to position your products and services, like an extended sales letter.

And of course, the biggest reason for authoring a book is that it’s one of the fastest ways to raise your status to “expert”.

Yet, many business owners, despite knowing this, will never write a book. It’s impossible for me to tackle all the reasons why this occurs, however a big stumbling block I will cover here is the time factor.

Maybe you think you are too busy, can’t write fast enough to complete a book in a sufficient amount of time to make it worthwhile. Or you think you need to take time off in order to get it done and wonder who will “man the store” while you take time to write.

If you’ve ever thought about writing a book, you’ve undoubtedly read that it takes “6 months to a year” to write a book. Or you’ve heard the stories from authors like J.K. Rowling, author of Harry Potter, who said it took her 5 years to write her first book Harry Potter book.

But writing a book doesn’t have to take a long time, nor should it. Writing slow only earns you less money.

Another myth worth debunking is that writing slow creates better books.

Sara Gruen wrote her first draft of her novel in 4 weeks. Her book, Water for Elephants, is a magnificent novel, became a number-one bestseller, won awards, and birthed a movie.

Anthony Burgess was badly in need of cash and the advance offered for his novel required a manuscript—so he averaged 2,765 words per day, to get the famous A Clockwork Orange done in just 3 weeks.

Ray Bradbury had two noisy kids in his home, so he rented time on a typewriter in the UCLA library for ten-cents an hour to work on his novel. The ticking meter spurred him to great speed—he averaged 5,086 words per day to complete Fahrenheit 451 in 9 frantic days. A New York Times critic sniffed, “This is not a precisely designed work.” But it was a bestseller and is a much-read classic.

Each of the 76 novels featuring Inspector Maigret was churned out by Georges Simenon in less than two weeks. The most successful series sold 860,000 copies in the United States.

Robert Louis Stevenson had a sleepless night, disrupted by a reoccurring nightmare. The next morning he began the novel he finished in less than a week: The Strange Case of Dr. Jekyll and Mr. Hyde. (Source WIRED Magazine 1-12)

Personally, I write one draft, print it out, rearrange the order of some pages, make the fewest corrections by hand as possible, write “bridges” needed to segue one chapter to the next, and hand it off to Carla to clean up, and off to the publisher it goes. I write my books in approximately a week’s time, about 30 hours.

Perfectionism is rarely profitable which is why I rarely do a second draft of any book.  And I set a pre-determined budget of time for each book. When I use up the time, the book is done. Wherever I may be when the clock’s used up, only two more words are permitted: The End.

It is important to author a book. It’s equally important to create a pre-determined timeline and find the “Good Enough Spot”, the line of quality to stop working on your book, because going beyond these fails to profoundly interest your clients, customers or patients. After all, many will only be interested in the fact that you’ve authored a book.

NOTE: If you have been putting off writing your book, then I have some good news for you. My friend, Success Expert, and best-selling author Brian Tracy is opening up a FREE spot for you in his brand new webinar, “How to Write a Book and Become a Published Author.”

He’ll eliminate the mystery behind the publishing industry and reveal his working, step-by-step process for writing a book and getting it published quickly. This is the EXACT same process Brian has used to publish 52 books while running multiple businesses.

Plus joining him will be best-selling author of “The Millionaire Messenger” Brendon Bruchard. At no charge to you and only requiring 45 minutes of your time, you get two best-selling authors telling you exactly how it’s done.  Plus you’ll discover:

  • Brian’s PROVEN 4-step process for writing a book and getting it published. He uses this EVERY time he writes a book – and you can use it, too.
  • How to decide what you should write about – and it may not be what you think
  • 4 keys to marketing your book idea – miss any one of these and you may never snag a publisher

Reserve your spot to join Brian and Brendon for this FREE webinar. Register free now…click here.

How To Achieve More With Everything You Write

By: Dan Kennedy on: May 30th, 2013 6 Comments

Last month I conducted a three-day seminar. Seminars are a part of my feeder system with the chief purpose being to “hook a whale” (my term for a highly desirable, valuable client.)

There are, of course, many ways I cast nets to find clients. Books, tele-seminars, webinars, newsletters…are all done ultimately with the intention of gently inviting people to inquire about my services. Yet each has a different strategic purpose.

That’s a key point. You have to know your purpose for each piece, each item, each event. You have to know what your purpose is for being there. For being anywhere.

Most people are what Zig Ziglar used to call “wandering generalities.” They have no clear purpose. No definitive objective. No focus.

People put more thought into writing their grocery list than their key objectives for meetings, events, appointments.

For example, if a newspaper, magazine or trade publication invites you to submit an article and you merely write and deliver a good, content rich article and it is published, you have failed.

That newspaper, newsletter or magazine is a place. Depending on who reads it (which you need to know) why they read it (which you need to know) how many read it (which you need to know) and your own needs and purposes (which you need to know) you must engineer what you write strategically.

If you are hunting for whales, you need to present different bait than if you want to attract the greatest possible number of people to visit a website you reference. (Read more about ‘whales’ in my article Hunt Whales and Get Rich here.)

Whether you are writing a blog post, an email, an article, thought must be given to what you are trying to achieve. Your success or failure will be determined by whether or not you achieve that goal.

Keep in mind, your purpose for doing an event might not be the same as mine. Nor is the purpose of every article you write the same.

Not every business needs, wants, or is prepared to care for a whale.  Some businesses may need “Milk Cows” that give them a steady stream of business month after month and guarantee them sufficient income.

Another business might be starting out and looking for a lot of “Minnows,” each with a relatively low value, but easier to exceed expectations while they increase their experience and get good at delivering their product or service.

Over time this purpose may change too, which means each time you sit down to write, you must evaluate what your purpose is and who your audience is, avoiding the trap of always delivering in the same way.

My own strategic purpose is not the point. Having a strategic purpose and knowing how to insert it into everything you write, that’s the point.

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

Bad copy wastes precious dollars and costs you sales. Set yourself up to make millions by finding out what you need to ask every copywriter before you hire them. Remember there is no charge for this.

Get this FREE report by clicking here now or go to www.dankennedy.com/7questions