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Archive for the ‘resource center’ Category


Four Common Sense Steps That Give You More Control Over The Most Important Aspect Of Your Business

By: Dave Dee on: June 4th, 2013 1 Comment

In the 90’s, there were a lot of businesses that did some wild spending.

For example, a casino boat due to open in the Chicago area ripped out a completed section—before they even opened—because they decided the owner didn’t like the way it looked. The renovation cost tens of thousands of dollars.

That wouldn’t happen in today’s economy. People are more limited and discriminate on what they spend on things like that. However, sometimes businesses aren’t as discriminate when it comes to their marketing dollars.

They spend money on gaining fans through social media, but don’t have a campaign in place to convert those fans into paying customers.

Or they plan a campaign to fill an event or sell a product, but don’t have an understanding of what the return will be from their marketing campaign.

Don’t get me wrong. It’s important to spend money on marketing, but you want to be in control. Otherwise you could end up in hot water. As an example, one of the reasons General Motors filed for bankruptcy protection was because they didn’t have control over their advertising.

Here at GKIC we start the year by taking a good hard look at what and how we are spending are marketing dollars. We believe in testing and spend a good deal of money on marketing, but we also believe in being smart about it. Here are steps you can take to make sure you stay in control while getting the most out of your marketing dollars.

Step one: Plan your year. Create a marketing calendar at the start of each year. At GKIC, we know a year in advance when our events and product launches will occur. We know how many and when we are going to send dedicated content emails. We know what our newsletter schedule will be and how many affiliate promotions will do. Sometimes we add or take away, but we always start with a detailed plan and you should too.

Step two: Predict your income/response from each campaign. Based on your list size and your relationship with your list, you can expect a certain response. For example, let’s say that every time you send out a limited time offer you get at least 50 people to respond. If your goal is to send these out once a week,  you can predict what your sales will be for each campaign.

Step three: Create a budget for every campaign based on your estimated response. It’s important to consider whether or not a back-end product will be offered and what the total lifetime value of a customer is when determining whether you should spend considerably less, break even or even slightly more to acquire a customer. For instance, in the example above, if your product sells for $100, then you could predict that you would make $5000 per campaign based on your estimated sales of 50 units. Knowing that information means, in most cases, you won’t want to exceed $5000 in expenses when sending that campaign. However if this is to acquire a new customer and the total lifetime value of a customer is considerably higher, you might consider exceeding $5000 to run the campaign.

Step four: Build in some discretionary budget for opportunities. One of Dan Kennedy’s wealth secrets from his No B.S. Wealth Attraction in the New Economy book  is to always be looking for opportunities and see what is not there. He cites Home Depot’s CEO who in 2005 was able to see two markets others didn’t see, that once added more than doubled their profits. Tight budgets cause you to put blinders on so you won’t spend money and when you have blinders on, it’s easy to miss what could be the best and most lucrative opportunities.

By having a certain amount of marketing money built into your budget that is not yet allocated, it is easier to be open to opportunity.

Two additional tips:

1)      Brainstorm options to determine the most effective marketing campaigns.  You have a variety of options available to you, from sending postcards to email campaigns to sales letters and more. At GKIC, we start with a campaign idea (say a five step campaign) and brainstorm with our marketing team and copywriters before we finalize it.  We decide what the elements will be and flesh out what the purpose of each piece. This consistently results in new ideas and helps create stronger, more effective campaigns. If you don’t have someone to brainstorm with, consider finding another GKIC member whom you can team up with to brainstorm each other’s campaigns. Or post in the GKIC social site  forum to get feedback from other members.

2)      Be creative and look for what you are missing.  There may be a lot of options that will be more effective for you. Testing new strategies or finding creative ways to make your marketing dollars go farther can help you increase your return on investment. For example, have you checked with publications that target your audience about whether or not they have “remnant space” available for you to test advertising in their publication? (Remnant space is last minute ad space that sells at a substantial discount because an advertiser dropped out.)  Or have you considered teaming up with another business to do a joint promotion? Look outside what you normally do and be open to ideas that will stretch your dollars.

Planning your entire year, deciding on budgets for those campaigns ahead of time, and brainstorming takes more effort. However, that effort results in a stronger financial picture—one that saves you money and improves your campaign results which increases your profits.

NOTE: If you want other ways to have more control over your business, it’s in the form of your taxes. There are a number of strategies you can employ to convert taxation from a non-controllable expense to one that is controllable.

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 ways to add quick profits to your business…

By: Darcy Juarez on: December 28th, 2012 2 Comments

“Publish or perish.”

That’s what Dan Kennedy and Matt Zagula say in their new book, No B.S. Trust-based Marketing.

Dan continues, “Even if you are a proprietor of a local hardware store, landscape company, home remodeling company, etc., …you need to write and publish your own book as well as other information media such as newsletters, special reports, how-to-guides, and more. Anyone who seeks trusted authority and advisor status will publish, or perish.”

In an age of diminishing trust, establishing credibility and authority are increasingly becoming key factors to success. And there’s no doubt that published authors are considered trusted authorities.

In chapter 7, Dan starts out by saying that Matt Zagula points out that “author is in the word authority.”

But before you start thinking you need to run out and write a book, I’ll let you in on a little secret: That is not what I, nor Dan are suggesting here.

There are many things you can publish. In fact, information products don’t even have to be written. You can create video and audio information products too. Or create an audio program and have it transcribed to create a book or report.

Here’s a sample of some of the info-products you might want to consider for your business:

  • Newsletters
  • E-books
  • Special Reports
  • How-to Guides
  • Lists of resources
  • Insider reports
  • Expert interviews

Information products establish trust and credibility—making it easier to sell your core products and services at premium prices.

In addition, here are four additional reasons why you should consider adding information products to your business:

  1. High profit margins.  Consider that people value information differently than they do physical products. For example, the cost of an iPhone is worth a set amount. But an information product that promises to double your income in 90 days is worth a subjective amount to each person considering purchasing it. Combine this with the fact that you can create information products at a very low cost (especially if you create digital products that consumers download) and you have an extremely high profit margin.
  2. Create enduring information products once, get paid on them forever.  When you create evergreen information products they retain their selling power year and year. That means you do the work once and make money year after year.
  3. Easy and low cost distribution. You can create an e-book or a video series or special report with very low costs. You can use video, audio, and PDF files to create low-cost information products and with inexpensive distribution channels such as email, you can distribute your products instantly, automatically, easily and inexpensively.
  4. Eliminate commoditization. In a world where commoditization is a problem, you can set yourself and your business apart by leveraging your knowledge to create information products. Plus while there may be products similar to yours, there is virtually no competition for your product because no one knows exactly what you know, nor will they present it in exactly the same way you do. That means your info-product will be unique and won’t exist in any other place. You can also use your info-product to set your business apart even further by incorporating your unique selling proposition throughout your product. For example, if your unique proposition is that you are the only health club that includes a custom diet for your customers, you might want to talk about the benefits and importance of combining proper diet with exercise throughout your info-product.

Increase your credibility and authority this year by creating an information product. You’ll find it a low-cost way to increase your income  and set yourself apart from your competition.

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.

Hunt “Whales” And Get Rich…

By: Dan Kennedy on: December 26th, 2012 10 Comments

January marks my 40th year in this business.

I have sold myself as a consultant, a copywriter, a speaker. I’ve sold products through info-marketing.  You can see a pretty complete list by clicking here…and even find a number of my info-marketing products at 25% through the end of the year.

I’ve sold my services and products in wildly prosperous times when customers were practically falling over themselves buying. And I’ve sold my services and products during dark times, with a shrinking economy, and seemingly nowhere in sight.

At the recent GKIC Info-Summit, legendary copywriter John Carlton joined me, and we presented three sessions on copywriting. John isn’t actively seeking new clients nor am I, but we both know there are “whales” in that pond and by sheer force of habit, we want to be seen by them, showing off.  (In the casino industry, a “whale” is a high-roller; a rich, repeat customer. I use the term to mean a desirable, valuable client.)

In this instance, John picked up a nice chunk of change from purchases of his copywriting course in “back of the room sales.” I was compensated too, by my relationship with GKIC.

Speaking on Peter Lowe’s Success tour, I built my herd (and my income) by sending letters to everyone in attendance, whether they stayed to see me or not.

I did not always get to show off in such nice places or in front of such qualified prospects. However even in the most unlikely places, I’ve found speaking a great way to grow my business.

I recall a bad speaking gig  in the 90’s, done as a favor, with a room of utterly unqualified prospects—but for one guy, who had just sold his company for $50 million.  He wanted to be a famous author and speaker, and paid me six figures to be his ghost writer and copywriter. This sort of thing is whale-hunting in the desert. There’s no good reason to expect any to be there, but then again you never know.  So you always show off what you know.

There were times I was on panels, with others better known than I, but a chance to show off, which I took, and used more smartly than the others, showing off broader knowledge. And I snagged a whales.

You may be about to tell me that showing off isn’t natural for you. That the very idea of speaking to a group terrifies you.  That you are shy.  Or that you find all this unseemly.  Or worst, that you resent it, and feel entitled to get work as whatever your profession is because you are skilled or talented at “whatever your profession” is.

Sorry, you’re not entitled to anything by skill or talent.

Even the U.S. Constitution was wisely written to guarantee only the right of pursuit of.  Nothing more. They said: go get it if you can.  And none of it has to come naturally or easily to you.  That, fortunately, is not a prerequisite for success. I stuttered uncontrollably in childhood and never totally erased it. I’m an anti-social, reclusive, bookworm by nature, not a born performer. I learned to show-off. So you can decide whether you want to stay glued to whatever your reasons are that you “can’t” or “shouldn’t have to” do these things, or you can be rich.

In speaking at GKIC Info-Summit, John and I know for certain there are whales. Whether you are in a room that is certain to have whales, or not, it is better to be showing off somewhere than nowhere.  And these days with the Internet, you can conduct webinars and promote them broadly and cheaply and hunt for whales at home. There is someplace available to you today and every day; to show off what you know.

NOTE:  As I mentioned, I’ve been in this business 40 years. I am in the trenches and intimately involved with clients’ and my own info-marketing on a day to day basis, adjusting to (and coping with!) changes, creating new blueprints as needed, creating new opportunities, making millions of dollars materialize from the thin air if ideas and initiative. I also have the richest background from long tenure and broad diversity in the field, dating back a full 40 YEARS (!) from 2013.

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.

 

READ THIS If You Want More For Your Life

By: Dan Kennedy on: December 20th, 2012 17 Comments

This time of year, where I am, it’s a good time to catch up on some reading…

Inside, by the fireplace, while outside, cold winds wail and snow swirls.

I have a relatively large library with thousands of books. Here are some of the books in my permanent and/or current reference libraries that I consider among the most valuable and valued. I believe working your way through this list will transform your life in ways you cannot even imagine. Note this is only a partial list of the books that I highly recommend reading, owning and using.  (NOT in any order of preference.)

Marketing

  • How To Write A Good Advertisement by Schwab
  • How to Make (At Least) $1 Million In Mail-Order by Joffee
  • Greatest Sales Letters Ever Written by Dartnell
  • True Believer by Hoffer

Biographies/Autobiographies

  • Be My Guest by Conrad Hilton
  • What They Don’t Teach You At Harvard Business School by McCormack
  • Secrets of Millionaires by Sterne

Business and Professional Success

  • The Success System That Never Fails by Stone
  • Winning Through Intimidation by Ringer
  • Psycho-Cybernetics by Maltz
  • Think and Grow Rich by Hill

Anything and everything by Jim Rohn. Anything and everything by Foster Hibbard. Anything and everything by Earl Nightingale.

One more that if you’ve been paying attention, you’ll note I recommend often, is What a Way to Make a Living—The Lyman Wood Story. This is for everybody, everyone who would call themselves a direct-response marketer. Rich lessons, but more fun than a barrel of monkeys.

Having just spent time at Info-Summit with legendary copywriter John Carlton, direct-response radio wizard and the brain that built Priceline.com, Fred Catona, author of Fascinate!, Sally Hogshead, and other rich direct marketing pros, an observation is fresh: these people are distinguished by their voracious reading, by their exchanging and scribbling down recommendations of things to read, by their “on alert” curiosity.

Theirs are very inquiring minds that want to know.

While there, I also joined a little dinner party of multi-millionaire venture capitalists and serial start-up backers. The two richest were the two most curious, the two least interested in b.s.’ing, most interested in discovering something they did not know from the new, odd fruit plunked onto their table—me.

“Have you read…?”“You should read…” are very common exchanges among the uber-successful.

Rarely do I conduct a consulting day that I don’t get, from the client, a worthy recommendation of something to read, scribble a note, hand it off to my assistant, and get a book sent from Amazon.

Occasionally, people drop out of the No B.S. Marketing Newsletter, with the excuses that “it’s all too much to read” or “I don’t have time to read it”. Really successful people laugh when they hear this. It is as inane as saying you have no time to eat or breathe. Too busy to sustain life.

Earnest acquisition of electric knowledge is the “secret” of the successful. Not having time for it is a choice of the poor.

If you ask a successful or rich person at 5:00 P.M. what he knows that he didn’t know at 7 A.M., he usually has an interesting answer.

If you ask a poor person the same question, he almost never has an answer. He’s been busy, though, that you can count on.

NOTE: Speaking of books, I’ve just released No B.S. Guide to Marketing to Leading Edge Boomers & Seniors. This is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it—on just about everything, and more of it, at higher than average prices than any other consumers.

Slay The Dragons In Your Business

By: Dave Dee on: December 13th, 2012 11 Comments

Tomorrow the movie The Hobbit: An Unexpected Journey opens in theaters.

Based on J. R. R. Tolkien’s fantasy novel The Hobbit, the movie is basically about killing dragons and finding treasures. (Great metaphor for business, wouldn’t you agree?)

There’s been a lot of hype and excitement surrounding the movie, so let’s dig deeper and see what you can use to slay the dragons in your business.  For instance, things like how to sell more and market better so that you can find the treasures in your business…

More customers, money, time, and the freedom and flexibility you’ve always wanted.

In the Ultimate Celebrity Promotions Swipe File, Dan Kennedy says, “Celebrity is the most powerful marketing force.” People are obsessed with celebrities and can’t get enough news about them. Incorporating celebrity into your promotions is something that works in virtually every market with any product or service.

Denny’s Restaurant tapped into the celebrity of The Hobbit movie, scoring a lot of free press in the process, by creating a Hobbit-inspired menu that will run through January.  The menu basically has the same items, only they’ve changed the names to include Hobbit-related terms and characters like the Hobbit Slam, Gandalf Gobble, and Frodo’s Pot Roast skillet.

To seduce people back to Denny’s and increase sales, Denny’s also made collectable Hobbit playing cards. You can collect up to 12 different playing cards. Plus they engaged their audience further by creating a treasure hunt. Placing QR codes on their placemats, restaurant goers can use the codes to find additional content.

What fun celebrity-related engagement ideas can you think of to skyrocket your sales and gain instant attention?

People love to have fun and be entertained. No surprise there. And, of course, Denny’s isn’t the only company having fun and cashing in on the Hobbit celebrity factor. The airline Air New Zealand is featuring crew members dressed in Middle-earth garb in a Hobbit-themed safety video. Branding themselves as the “Airline of the Middle of the Earth,” they took something that could be boring and monotonous and made it entertaining.  (Not to mention they’ve already received 9.9 million hits on YouTube.)

Getting customers to read about insurance, taxes or how-to or safety instructions, for example, might be important, but typically they can be rather boring—which means stuff like this might not get read even though everyone should read them.

How can you make something that is dry, but important in your business more entertaining?

In a review I read about The Hobbit: An Unexpected Journey, the reviewer said the last two hours were “full of cliffhangers.” Presumably this is because another Hobbit movie is expected to be released in December 2014 (with the third and final chapter arriving in December 2015.)

In your business, the single most expensive thing to do is getting a new customer. That means that once you get a customer, you want to do everything you can to hold on to them, right?

In fact, Dan Kennedy taught me that you want to spend a lot of attention on turning them into the best possible asset they can be.

In How to Create Personality in Copy, Dan talks about the reasons why some customers become “customers for life,” none of which are obvious. For example, you will not keep customers for life based on the value of the education or information you give them.  What keeps them coming back for more is that they see you as an interesting person.

By creating a relationship with your customers, when you write emails, letters, and other ongoing copy to your customers, clients and patients, using cliffhangers in your story will compel them to come back to find out what happens.

How can you start including cliffhangers in your marketing stories to keep customers coming back?

You don’t have to use all of these in your business, but incorporating at least some of them will help you slay the dragons that plague you. Imagine how using them can lead to long awaited and even unexpected treasures (like creating a viral video such as Air New Zealand.)

So think about how you can use these in your business to get the results you desire. Your comments are always appreciated, what other tips can you learn from The Hobbit?

NOTE: If you like this blog and the tips and strategies provided here…but haven’t checked out the GKIC Success Club at social.dankennedy.com go there now and enroll.  Members just need to enter their e-mail address and password (if you don’t know it you can enter a new one) and you can get into various groups and forums to learn what other members are doing, ask questions and share your best tips or go to one of my favorite forums “101 Best Marketing Campaigns of All Time“   If you aren’t a member yet…don’t worry, we’ll let you preview our membership for free for 60 days.  Just go to www.dankennedy.com/incrediblegift and you can then get instant access to the social site as well. 

Three Of The Most Influential Books I Ever Read

By: Dan Kennedy on: July 26th, 2012 33 Comments

Recently, Bengal’s cornerback, Adam “Pacman” Jones went to the NFL Rookie Symposium to tell players what NOT to do.

Relaying a story on how he blew over $1 Million in one weekend, he gave NFL players a money management lesson that hopefully will have significant influence on them.

It’s helpful when someone can make something so crystal clear that you can avoid mistakes and shortcut success simply by reading or hearing their advice—and then taking it.

It is always my hope that my stories and comments will spark useful and profitable ideas for you, help you make good decisions and add value to your business.

When starting out in business I had virtually no hands-on help. I did not attend college.  I had no mentor to teach me. No shining example to follow. I had, mostly books.

I might add what a wonderful thing a book is.

I came to rely on “print” for both information and motivation. I’m amazed to this day at people who barge into some endeavors without even bothering to find and read the books written about it.

Amazing.

As you gain real life experience, most books turn out to be 90% rehash and you may get only one or two “gems” out of an entire book—but then, how many gems must you find?

It occurred to me that you might like to investigate further some of the sources of information that have influenced me.

So today, I’d like to give you the source of some of the most significant influences on my beliefs about entrepreneurial success that have been time and experienced tested over the past 35 years and have become permanent parts of my approach to doing business.

My first real “coach”, on tape (that’s the thing we used to listen to audio on—before CD’s and iPods for those of you too young to remember) was Earl Nightingale. That lead me to “Think and Grow Rich” by Napolean Hill. (Surely I do not need to tell you who Nightgale or Hill are.)

In a way, “Think and Grow Rich” led me to James Tolleson, (called by many “The greatest Dr. Napolean Hill Think & Grow Rich believer of all time”).

That experience led me both into the “success information” business, the speaking business and direct-response advertising.

That’s one of a number of threads. There are others.

Among my sources that will hopefully move you further along and move you closer to accomplishing your goals are:

W. Clement Stone. He built a giant insurance organization and personal fortune out of the depths of the great Depression, rescued and for many years published “Success Magazine”, founded and controlled the Napoleon Hill Foundation and was Napoleon Hill’s last business partner.

Stone’s the real deal: he started from scratch with nothing much more than determination and made himself a billionaire, largely from direct sales.  Stone’s book, “The Success System that Never Fails” is, I think, one of the most interesting and useful how-to-succeed books of all that have been published.

Robert Ringer. His first book: “Winning Through Intimidation” which is based on his exploits as a real estate wheeler-dealer, I believe had more direct, valuable influence on me than any thirty other books I’ve read combined.

This is a street-smart guy telling it like it is. Many people tell me they find the book—or at just its title without reading the book, offensive. When I hear that, I fear for their chances at survival. Success is a bare-knuckles business. Read Ringer.

Conrad Hilton. Founder of one of the world’s largest hotel organizations, if you could only read three books, I’d suggest Stone’s, Ringer’s and Conrad Hilton’s autobiography, “Be My Guest”, found free at the bedside table at Hilton hotels.

That is a method I’ve used my whole career—seeking out information that transformed my business and fortune. That is something I’ve done for others too—provide the missing link and how to’s that helped catapult businesses.

Take a peek inside these sources that helped shape my business and you will find gems to move you forward too. And you won’t have to spend a million dollars to do it.

Claim $633.91 of Money Making Information For FREE By Clicking Here!

Last Chance to Save 24.8% OFF any purchase at the GKIC Resource Center

By: Mara Glazer on: February 17th, 2010 6 Comments

Now is your LAST CHANCE to take advantage of the 24.8% “Blizzard of 2010″ Discount (because the blizzard dumped 24.8 inches of snow on Baltimore) on any investment in the 30+ MoneyMaking Resources available at the NEW Glazer-Kennedy ONLINE Resources Center. But you must act NOW because this “Blizzard of Savings” will disappear February 18th at Midnight.

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NOTE: Disregard the prices shown because when you check out a 24.8% DISCOUNT will automatically be deducted from your investment.

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