Archive for the ‘Sales Tips’ Category


The Five Most Reliable Sales Strategies I know

By: Dan Kennedy on: September 13th, 2014 10 Comments

Selling is largely a science, meaning that doing precisely the same presentation x-number of times will predictably produce y-number of results.  There are proven, fundamental formulas for selling.  When you go into a “persuasion situation” of ANY kind, it is just plain dumb to “wing it”.  If you haven’t made a study of selling strategies and sales formulas, you should.  Here are five of the most reliable sales strategies I know:

1. BIG Guarantee - Nearly 30 years ago, I create the “free eyeglasses replacement” guarantee fora  small chain of stores, producing their most successful advertising campaign in their history.  The strategy was quickly picked up by Pearl.  You should never underestimate the power of a guarantee.

Tom Monaghan built his fortune and company on his USP “…in 30 minutes or less.”  I recently saw a billboard that advertised “Divorces in 30 Days or Less”

Lee Iaccoca introduced the 7 year/70,000 Mile Warranty to a shocked auto industry and successfully persuaded a turned-off public to reconsider and start buying Chrysler products when he said: “If you want to know who builds them better, take a look at who guarantees them longer.”  More recently Hyundai reintroduced themselves to the American quality-conscious public with their 10 year/100,000 Mile Warranty.

2. Something For Nothing – I’ll bet some of the richest women in the world go to the cosmetics counter to get the free this or that with their cosmetic purchase.  I once saw a commercial for a $50,000 car (expensive at the time) with which you got a free Coach leather “carriage bag”.

Rich, Harvard grads buy lottery tickets too.  Japanese millionaires choose which Vegas casino they’ll lose a ton of money in based on the freebies they get. NO ONE is immune to the lure of “something for nothing.”  In a No B.S. Marketing Letter, I reported on a consumer survey re. advertising where a whopping 73% of the consumers said “freebies” pique their interest in trying a new or different product, more so than anything else!

3. Apples To Oranges Comparisons - The last thing you want is a straight forward apples-to-apples comparison; you want to create your own “unfair advantage”. Egs…

    • Cost of a software package vs. x-hours’ of an accountant’s or lawyer’s time.
    • Cost of a physical or digital course vs. cost of a live seminar, plus travel to get there, plus hotel, plus food, plus time away from the business, family etc…
    • Cost of a monthly nutrition program vs. cost of a Starbucks coffee and doughnut each day.

4. Membership/Belonging – A significant percentage of people are “belongers” – they value membership and association, so the smart marketer finds a way to offer that benefit to that segment of their clientele.

Very few people go to Starbucks simply because of the coffee.  Some go because it’s convenience or it’s consistency, but the vast majority also go because of the positive associations Starbucks has created in their mind.  The best selling Coach and Louis Vuitton are the ones with their trademarked “C” or “LV” prominently displayed on the outside.  All three of these companies understand peoples need to “belong.”

The “inner circle” or “membership” is also an effective way to package goods or services together and sell a combination of services that would otherwise be difficult to sell separately.  You also automatically set up future renewable income.

Finally, it is a way to bond (bind) customers to you for prescribed periods of time and communicate with them in a more effective way.

5. Takeaway Selling - We are perverse; we want most what we cannot have and are often least appreciative of or interested in that which is easily accessible.  You see this working in many different ways.  In my business of speaking and consulting it is axiomatic that you must live at least 300 miles away to be considered an expert…speakers who move to a city hoping to capture convention business are usually disappointed, because nobody wants to hire “the local guy”.  There is the old Groucho Marx line, “I refuse to belong to any club that would have me as a member.”  And mine: nobody lines up to seek advice from the wise man at the bottom of the mountain.

I have significantly increased demand for my services, my fees, my income, and recognition of my expertise in the past five years, since getting VERY serious about “takeaway selling.”

It is my belief that “takeaway selling” should be in most sales pitches.

Even more powerful than these five strategies is…STRUCTURE.

Structure is very important in sales and copywriting.  People need to be sold in an orderly, organized, momentum-building manner.  There are certain “structures” that are very reliable, so why invent from scratch?

I strongly suggest using one or a combination of the formulas below EVERY time you create a sales presentation or advertising piece.

  1. Problem – Agitate – Solve
  2. Attention – Interest – Desire – Action
  3. “I predict…”
  4. Shocking Facts
  5. Guarantee First

In my course “Sales and Persuasion” I reveal how to use the most effective formulas in know in your sales presentations and marketing pieces.  This weekend GKIC is offering this course with a very significant one-time bonus that EVERYONE who relies on sales to get the money and life they want should click here now.

They are only giving you this bonus until midnight Monday so don’t tarry or you’ll miss out.

One of the biggest money-making super-powers

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

Dan Kennedy here.

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

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

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

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

Click here to listen to it now.

NOTE: Dave will be telling you about a special bonus worth $497 that is only available today as part of the Make Them Buy Now System & Toolkit at the end of this call. Which by the way, if you haven’t invested in yet, you should do so immediately here.

HOWEVER, this call is not a sales pitch. It’s about helping you to make a major shift in your thinking that will forever impact your business, your income, and ultimately your life. If in the next month, next year, or ten years from now you want your income to go up, then you need to understand this piece of the puzzle.

Listen here now before another year slips by with no change in your income.

How To Sell More, Faster And More Efficiently

By: Dave Dee on: August 7th, 2014 1 Comment

“One night a year all crime—including murder—is legal for 12 hours.”

That is in the description for the movie trailer for “The Purge: Anarchy” currently in theaters.

Maybe you’ve seen the ad for the movie? It shows total chaos and innocent people trapped on the streets among people committing horrible crimes. Pretty frightening stuff, especially if you put yourself into that scenario.

Talk about triggering emotion!

Movie trailers are a great example of tapping into deep emotions that get reactions from their viewers and make them want to see a movie.

Whether a trailer is so scary you can’t bear to look or it is so heartfelt it makes you cry, the makers of movie trailers are masters of using emotion to sell viewers on watching their movies.

Appealing to your target audience’s emotions is a critical key ingredient that will help you sell more of your products and services, faster, and more efficiently.

Emotions are strong feelings that move people to action. So when you create promotions and ads that arouse the right emotions, you’ll get your prospects to buy what you are selling.

How do you do that? Today I’ll walk you through a simple two-step process that will allow you to not only trigger emotions, but trigger the RIGHT emotions that will get your prospects and customers to move to action.

Step 1: Identify the buying emotion. If you’ve studied copy at all, you likely have witnessed this done. In fact, two emotions commonly used are fear and greed. And don’t get me wrong, these are two emotions that work well. However, it’s important to remember that these aren’t the only two emotions people have, nor are they always the best or most effective triggers. In fact, if these are the only two trigger emotions you use, you will likely lose out on a big portion of sales.

People feel a range of emotions from anger to happiness to sorrow to laziness. When creating your marketing, you first need to identify the correct emotion (or emotions) that will stimulate your prospect or customer to buy.

Remember that the buying emotion is often made up of a mixture of emotions.  When you use a mixture of emotions, you’ll not only reach more of your target audience, but you’ll reach them on a deeper level and invoke more sales.

How do you identify the right buying emotion?

  • Study high-converting promotions.  By looking at promotions you know have been tested and are working, you can identify core emotions that are working well with your target audience. When picking promotions to study, it’s not a requirement that the product and service matches yours. Rather than that, look at who the promotion is targeting and whether that is a match for your target audience. What emotions are they tapping into?  Would these work for your product or service?
  • Find out what your target audience is saying. Hang out where your target audience is, “listen” to what they talk about and the way they talk.

For example, you can visit online chat rooms where your target audience hangs out to find out what they are saying and the way they say it. To do this, just visit a chat room that matches your topic. For instance, if you are selling financial products, you might hang out in the MSN Money chat room.

Step 2: Utilize the buying emotion to build desire.  Once you’ve identified the correct mixture of trigger emotions that make up your buying emotion, you’ll use them to build desire for your product or service. The idea is that by the time your prospect gets through your ad or promotion the emotion is so strong he can actually picture himself experiencing the scenario you’ve painted for him so much so that he is driven to make a purchase.

For example, an ad for a supplement that helps with joint pain might depict someone in their sixties with a before and after scenario.  The first scenario depicts the main character in pain, sitting on the sidelines and unable to participate in activities she enjoys. The person may even look older or unhappy. The after scenario depicts the same person smiling and enjoying life—gardening, riding bikes, and hiking. More than one emotion is tapped into here, and the desire to avoid pain and feeling old along with the desire to be able to enjoy life is so high by the end of the ad, that the prospect can picture him or herself being able to get back out and enjoy life again that he is driven to purchase the product.

If you want to persuade people to buy more, you must understand the emotions that spur them to take action. Discover the triggers that do this, and how to evoke those emotions, and you’ll sell more, faster, and more efficiently.

DON’T MISS THIS: If you want the 7 Secrets To Experience A Dramatic Increase in Sales Immediately, then click here now as Dan Kennedy Reveals the seven MOST powerful triggers you can use to significantly increase your sales starting today!  This goes way beyond anything you’ve ever been taught and taps into the underlying secrets the best sales people are using today to get their prospects to buy now!

Simply click here now.

 

 

Four Reasons People Aren’t Buying From You (And How To Change That Now!)

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

In a minute I’ll talk about an experience I’m sure you can relate to.  But before I do that I want to make sure you don’t miss the live webinar I have today with Frank Kern where he’ll reveal his system for Mass Conversion.  All the details are below, but click here now to get all the details for this event.  Onto my story…

Recently, a friend told me about a scene he’d witnessed.

He was in a restaurant when a man slammed his drink down, began cursing and more or less started to freak out.

From what my friend could tell, the reason behind it was that the guy was so certain he was going to close a deal, he purchased a new car.

The deal apparently fell through and now sitting with a new car payment and not sure how he was going to pay for it, he went a little berserk.

I could sympathize with him.

I remember having bills that I didn’t know how I was going to pay.

I also remember days where I was so excited about a prospective event, I was sure I was going to book that I already had the money spent—at least mentally—before the deal was done and on the books.

Can you relate?

Kind of like in the movie Christmas Vacation where Chevy Chase goes into a tirade after instead of receiving the big bonus he was counting on, he receives a gift for the jelly of the month club, it’s not uncommon to feel a big letdown and a lot of disappointment when something potentially big like that falls through.

Unfortunately, the problem with too many businesses and entrepreneurs is that they are great at marketing, but NOT at closing the sale.

Which means they get prospects on the hook and can feel the excitement of reeling them in, but in the end, they lose them and are unable to get them to take action. This means A LOT of money is being left on the table.

Not only that, many will blame the marketing; saying it doesn’t work.

In fact, they may try a string of different marketing techniques and repeat the cycle over and over again.
Instead of using this shotgun approach to their marketing, what is really required to dramatically increase sales and maximize the return on your marketing dollars,is to know how to close more sales.

So how do you do that?

1) Remember the cardinal rule of selling. I find it common for people to switch into high sales gear when they think someone is interested in their product or service—spouting facts and figures or listing their credentials and so forth. The big thing to remember is that “People love to buy, but they hate to be sold.” So the real key is to use sales and persuasion techniques that allow people to buy—rather than to be sold.

2) Prove it. What are others saying about you? And how easy is it for people to find what is being said? Whether I’m planning a trip or looking at trying a new restaurant or considering using a new service professional, I want to know what type of experience others have had.

What about you?

The businesses who make it easy for me to find the social proof I’m looking for by including reviews by customers right on their website or in their sales materials are more likely to make the cut when I’m making my list for consideration.

3) It’s about them, not you. No one cares about your credentials. No one cares about all the reasons why you think they should buy. I love food and let me tell you I don’t care if the most famous chef on the planet cooks a meal for me himself—all I really care about is the experience I have and whether I like the food served. The truth is what people really want to know is what you can do for them. So make it about them, not you.

4) Do something to make them thank YOU. Yes, you want to show appreciation to your customers for their purchases. But ideally what you want to do is to make your customer so happy with the results or experience they receive from you that they are profusely thanking YOU.

If you want to get more out of your marketing dollars and are tired of feeling the excitement of a potential big sale only to have it end in disappointment, then you’ve got to get good at selling. Using the techniques I’ve shown you here will get you started on the right path.

And joining me and Frank Kern today during a FREE webinar we’re doing will give you even more ammunition for closing more sales without making people feel pressure or using hype or other “salesy tactics.”

NOTE: Want to close more sales?? Join me as I interview Frank Kern today at 2:00 P.M. EST

You’ll discover:

• How to amplify your market share (and how to 4X your lead exposure almost instantly).
• How to engineer sales funnels so your prospects ASK to buy your product or service (as opposed to being pushy).
• How to make sales even if nobody’s ever heard of you.
• The holy grail of direct response (totally NEW stuff Frank calls Dynamic Behavioral Response)

Get all the details and join us by clicking here NOW.

A Big Persuasion Secret You Can Learn From Hanging Out With Kids

By: Dave Dee on: July 24th, 2014 4 Comments

One of my favorite traditions is spending one on one time individually with each of my kids.

Whether it’s taking my son to a major league baseball game or taking my daughter to the theater to watch a Broadway show, I love spending time alone with each of them and being truly present when we are together.

Years ago, it wasn’t that way. I still spent one on one time with each of my kids, but not really “be with them” because I was worried about money or where my next client was coming from. I spent more time focused on worrying than on what was really important.

Now that I have systems in place that work like clockwork to attract my ideal clients, my life and income are different.

More importantly, my relationship with my children is better and even more rewarding since I now focus on them entirely during this special time with them.

There is actually a great sales and persuasion secret hidden in my story.

The key here is in the outcome—that our relationship is more rewarding.

Not only do good things happen when I’m with my children, but I find that because of this sales and persusasion secret, good stuff happens everywhere I go. For example, I’ll go to a restaurant and get a free dessert. Or I’ll go the theater and my seats will be upgraded.

How does this happen? Well, whether I’m hanging with my kids or out getting a steak at my favorite restaurant, I am very friendly, I am present, I ask questions AND I bring people into my reality. This is cool stuff so let me explain each piece of the puzzle so that you can use these techniques to make your customer relationships more rewarding.

1)      Be fully present: As I mentioned earlier, I used to not be fully present when I was spending this special one on one time with each of my kids. I was too distracted by worry.

Now, I really listen to people and am truly interested in what they have to say (whether it’s my son or a client.) When I speak to clients, I block everything else out and focus on just them.

Most people are never present. They are too busy thinking about what they are going to say or worse, their mind is completely somewhere else. People can feel when you are really listening to them and when you are pretending to listen to them.

2)      Be friendly: Not that I would be unfriendly with my kids, but when I was worried about money and my business, I could be a bit cranky at times. Smile and look people in the eyes. I mean REALLY look into the eyes of your prospects and customers. Also, project positive and fun energy. You know the guy or gal that is always positive and the life of the party—the one that everyone wants to be around? Be THAT person.

3)      Ask questions. When I’m with my kids, I ask questions that help me get to know a ton about their dreams, goals and desires.

The cornerstone of sales is asking questions. Instead of using traditional, old-fashioned sales training questions which are self-serving and highly manipulative, ask questions that are designed to learn about what your prospect wants, needs and desires on a deep level.

4)      Bring people into your reality.  After I ask questions to my kids and they open up about what is going on in their lives, I open myself up to them. For example, I might tell a story about a challenging situation I was in when working with a client or tell them an embarrassing story about something that happened to me when I was their age.  By opening myself up and sharing personal things, they not only are brought into my reality, but they feel more comfortable with opening up to me.

When talking to a prospect or customer, you can do the same thing. For instance, a dentist might tell a story about when he had to have one of his own teeth repaired or personal trainer might tell a story about being overweight and how lifting weights changed his life. When you can bring people into your own reality and share your own vulnerability, people will connect with you more.

It’s important to note that when I’m with my kids or in any situation where I’m at a restaurant, theater, etc. I’m NOT looking to get anything. I’m not trying to manipulate my kids or get people to give me free stuff.

Good stuff just happens as result of what I do. As I’ve said before, the difference between manipulation and persuasion is intent.

My intent in all of these cases was simply to have fun, make people laugh and feel good. In a selling situation your intent should be NOT to just sell your product or service at all costs, but rather to find a solution to your prospects problems and to fulfill their wants needs and desires. This will result is MORE SALES than if you focus on just selling your product.

HUGE: You want to be externally focused NOT internally focused when selling.

Re-read the four points above and you will see they are all externally focused, focused on my kids or the people I was communicating with.

I would love to hear your thoughts on this post. Comment below.

NOTE: Tomorrow, Friday July 25th, I’m going to be speaking with Boardroom Publishing’s Brian Kurtz.  Click here to join in live for FREE.

If you don’t know who Brian is but you like the simple idea of sending out a piece of mail and making money in return then you NEED to be on this call.  Brian Kurtz has generated over $150,000,000 in sales by using direct response marketing.  Tomorrow he’ll reveal some of his strategies including giving you a glimpse into…

☞ DETAILS of a “Product Launch” selling over 200,000 units.

☞ His “Ah-Ha! Moment” about doing research to pick ‘The Next Big Thing’ to promote to his subscribers and customers.

☞ Lessons Learned in the Mailing List Business in the 1980’s that are WORTH MILLIONS TODAY in extracting huge profits and great customers from available databases.

☞ What it’s like to work with The Best Copywriters and how to get them to compete with each other for your benefit.

☞ How ANY author can stay out of the bookstore and make a fortune “direct to consumer.”

☞ AND much, much more…

Anyway, this is a one-time only live call and you’ll have the chance to ask him your questions.  Click here now to get the details and mark your calendar for tomorrow!

Dangerous stuff man, dangerous stuff…

By: Dave Dee on: May 21st, 2014 10 Comments

Gather ‘round the campfire and let Uncle Dave tell you a spooky, true story.

It all started back when I was doing a birthday party magic show at a very wealthy man’s home.

I had just started to dip my toe in the lucrative corporate entertainment market and definitely wanted to do more of those gigs and less kid shows.

As I’m doing my show, I casually mentioned that my next trick I recently debuted at show I did for IBM.

I’m not sure why I mentioned it. It must have been my subconscious mind telling me something.

After the show was over, the man, who happened to be the VP of Sales for a major corporation  came over to me and asked, “So you shows for corporations? I’d love to have you perform at my next sales meeting.”

That’s when I discovered the power of “casual mentions” or what is also known as “seeding” an audience.

This is one of the most powerful ways to plant thoughts into your prospects’ (audiences’) minds.

Here’s the beauty of seeding:

If planted properly, the seeds will start to sprout and then you can make them rapidly grow and take hold of your prospects’ mind on demand.

Soon the thought  you originally planted, will bloom and the prospect will believe the thought they now have is their own.

Read that last sentence again and let it sink in.

The prospect will believe that the thought that they now have is their own.

This is what Psychic Sales is all about…making the prospect come to the conclusion that they MUST buy what you’re offering and that they discovered the solution to their problem.

Let me give you real example that I use in almost every one to many sales presentations I do.

In fact, if you tune into the live webcast I’m doing this Thursday, you’ll more than likely hear me say something very similar to this.

My goal with this is to overcome the “I can’t afford it” objection.

Here is what I say:

“I remember thinking I can’t afford to buy Magnetic Marketing. Even though it was only $279, I was deep in credit card debt, making almost no money so $279 seemed like a huge amount of money.

But then I remembered something I read where the author said, “Successful people invest in themselves and their education. And they do it before they can afford it and that’s how they become successful.

Well, I knew that if I wanted to be successful, I needed to do what successful people do, so I invested in myself and bought Magnetic Marketing.”

While those words make look simple on paper, they are powerful.

They represent a “master class” in seeding.

First, in this particular case, I am seeding the sale of Magnetic Marketing and anchoring the $279 price point. I’ll tell you why in a minute.

Second, I am planting a seed in the prospects’ mind that “successful people invest in themselves and their education.”

Third, I plant in their mind, “In order to be successful, I need to do what successful people do.”

Now here is a mucho important point:

I am indirectly telling my prospect these things by telling a true story about myself.

I am NOT telling them what I want them to believe, directly.

If I did that, their “He’s trying to sell me” defense would come up and they would resist what I’m saying.

Instead, I am planting a seed in their subconscious mind. My statements fly past their conscious radar and resistance.

Now later on, when I get into the close, what thought springs to the prospects mind?

Right: “Even though I don’t think I can afford this I must buy it because I want to be successful and that’s what a successful person would do.”

But then I make the offer almost irresistible to the prospect by firing off the anchor I set about price by saying:

“Right now Magnetic Marketing sells for $497 on our website and in our catalog but if you invest in yourself right now, you can get it for the same price I got it for over 15 years ago. O-N-L-Y $2-7-9.”

Let the stampede to back of the room begin.

Did you catch everything I did?

I set up the price at $497, used an embedded command ( a Psychic Sales technique) of “invest in yourself right now’  which also recalls the seed I place earlier of successful people investing in themselves.

Then I drop the pricing bomb which ties my story together in a beautiful way.

It makes buying nearly irresistible and not buying almost impossible.

Yeah, this could be dangerous stuff in the wrong hands but if you sell a quality product or service that truly helps your prospect get what they want, then seeding is one of the most powerful tools in your Psychic Sales arsenal.

Use it only for good.

Kick butt, make mucho “DEEnero!”

NOTE: If this stuff interests you and you want to learn how to master  the art of selling one to many, I’m doing a no cost live training this Thursday.

You can get the details and register here now.

These 3 Questions Are the Answer To You Closing More Sales And Putting More Money in Your Pocket

By: Dave Dee on: March 8th, 2014 11 Comments

You’ve probably heard the saying, “Telling is not selling” and that the key to sales success is to be a good listener more than a good talker.

Both of these points are true BUT they miss this key distinction: You need to ask the right questions in order to elicit the responses from your prospect in order to close this sale.

In today’s Psychic Sales lesson, I’m going to give you three specific questions to ask your prospect that will help you elicit your prospect’s buying criteria. You will know the deep, psychological reasons your prospect’s wants what you’re offering. Knowing this will boost your closing percentage and bank balance.

Here are the three simple, albeit powerful questions.

1. What’s most important to you in a ________?

This question helps you determine the conscious reason someone is thinking about buying a product or service like the one you’re selling.

It can be expanded by asking, “What are the three most important things to you in a ______?”

These are your prospect’s hot buttons and the benefits she is look for.

Here is a MAJOR, advanced sales point: The only benefits you should be talking about are the ones your prospect has specifically told you are benefits.

Read that again.

As sales people, we are taught to talk about the benefits of our product or service. This is true BUT a benefit is really only a benefit if the prospect says it is.

You will actually un-do a sales and bore a prospect if you start talking about benefits that don’t interest her.

This first question tells you what to focus on.

2. What is important about that?

You want you’re prospect to go deeper and give you the reason why the benefit(s) she wanted are actually what she wants. In essence, she is telling you how to sell her.

3. To make sure I clearly understand, ultimately what would that (whatever your prospect’s answer was to question number 2) do for you?

Powerful stuff. You are taking your prospect on a deeper psychological discovery process where she will tell you the real reasons, the subconscious reasons, she wants to buy a product or service like the one you are offering.

Let’s assume you are a financial advisor and you are talking to your prospect “Bob” and see how this might play out”

You: “Bob what is important to you in a financial investment?”

Bob: “Well, I’m looking for security and a double digit return.”

You: “I can appreciate that is important to, isn’t it. (Nod yes.) Bob, what is important to you about “security and a double digit return?”

Bob: “Well, in the past, I’ve lost a lot of money in the market and I need to make some of it back.”

You: “I understand, Bob. Let me ask you a question. Ultimately, if there was an investment that gave you security and a double digit return, what would that do for you?”

Bob: Hmm. That would let me retire by age 55 and be able to enjoy myself without having to worry about money.”

You: “That makes a lot of sense. And that’s the reason I…get excited…when I start talking about annuities. The best thing about annuities is they give you security and, although past performance doesn’t predict future performance, the annuity I’m going to recommend has averaged an 11% return over 5 years. If you…now take action…you will be able to retire by age 55 and be able to enjoy yourself without having to worry about money.”

Do you see how deep you went with your prospect by asking those three questions? You not only discovered what your prospect wanted on a surface level but what he really wanted on a psychological/ emotional level.

A couple important points:

1. Be sure to feedback the exact words your prospect says. Words have meaning and are attached to specific feelings your prospect has. You want to trigger those positive feelings by using the precise word your prospect uses.

2. There is a lot going on in the summary statement you make, including some powerful embedded commands including “get excited” and “now take action”. We’ll talk more about embedded commands in a future lesson.

For now, write down the three questions on index cards and keep reading them until you have them firmly implanted in your mind. Most importantly, start using them immediately in your sales presentations. You’ll be thrilled with the results.

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 Technique Used Throughout History That Gives Your Business Tremendous Advantage

By: Darcy Juarez on: March 6th, 2014 1 Comment

This weekend you have a free opportunity to grow your business.

Dave Dee is presenting a free live webinar broadcast that will reveal the secrets for attracting a flood of your ideal clients in 60 days or less using Magnetic Marketing. (You can scoop up one of the few remaining spots by going to www.gkic.com/mmwebinar .)

I believe you’ll take advantage of this. Why? Because the fact you are reading this tells me you are the type of marketer who is constantly looking to improve your marketing results.  Someone who wants to ensure that every one of your campaigns brings in the maximum ROI.

With that in mind, today I want to discuss a tactic that will give you one of the best advantages I know for persuading your audience to buy your product or service.

It’s one of the reasons Magnetic Marketing has worked predictably and reliably for over 22 years.

It’s the same idea that great copywriters use to generate millions of dollars with the copy they write.

The best speakers use this tactic too. So do parents I know.

And if you employ it, you too will generate more response and larger profits—consistently.

This technique has been used throughout history to ensure a message is heard and understood.

The idea?

“Say it. Say it again. And then repeat it a third time.”

Winston Churchill summed it up when he said, “If you have an important point to make, don’t try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time—a tremendous whack.”

And that’s what Magnetic Marketing does. It teaches you how to “whack” away at customers so they get your message.

Great copywriters, speakers and even parents find different ways to deliver what is essentially the same message so that eventually the reader or listener hears and understands the point you are trying to make.

While repeating important ideas is the big idea Churchill was trying to make here, there are a few more take-a-ways that will help you be even more successful when using this idea in your own marketing.

1)     Don’t use clever wordplay.  Clarity is paramount. While it’s tempting to be clever or cute or witty, realize that cleverness often creates confusion. Use words that give your message maximum clarity and you’ll deliver a more powerful punch.

2)     Develop your big idea. It’s not always easy to find, but if you take the time to find the one big important idea that will have the strongest impact on your audience, it will pay off. This is what will grab your customer’s attention and set you apart from the competition. (You’ll learn more about how to do this in the free webinar.)

3)     Be persistent. The truth is you can’t repeat yourself too many times. So just because someone didn’t respond the first time doesn’t mean they aren’t interested. It might just mean they didn’t get the message.  So deliver your message. Then deliver it again. And again. Often just about the time you think you should give up, your customers will respond in the greatest numbers.

There’s no scientific reason why three is the right number to try, it just is. Two isn’t enough but four seems too many. And as the saying goes, “If at first you don’t succeed, try, try and try again.”

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Could This Simple Thing Be Stopping You From Achieving More?

By: Dave Dee on: February 25th, 2014 2 Comments

“Why do you want to succeed?”

That was the question I asked during our recent Magnetic Marketing training.

Throughout the dozens and dozens of answers I received there was one common thread…

You want to have enough money to have the freedom to do whatever you want in life.

So what does having freedom mean to you?  Here are some of the main things you told me.  You want to…

  • Work for yourself and avoid having to work for anyone else ever again.
  • Give back.
  • Work less and “play” more.
  • Spend more time with your family.
  • Help other people live better.
  • Travel more.

All of these are great reasons and, of course, they just scratch the surface.

Identifying the reasons why you want to succeed is a critically important activity.  Because as American entrepreneur, author and motivational speaker the late Jim Rohn often said the only real reason more people don’t succeed is because they don’t have enough reasons why.

But is having a good list all it takes?

I have observed that sometimes people do indeed have a good list of reasons, yet they still struggle to succeed. So why is this?

It certainly can’t be attributed to lack of opportunity. Look around and you’ll see and read about people reaching extraordinary wealth and success with ordinary ideas and every type of profession.

It’s not because there aren’t tools to help.  We have proven resources that will show you how to market, create wealth, and sell better, even step-by-step plans to build a business from scratch and more.

And it’s not because there is no one to show the way. Coaches, mentors and mastermind groups are readily available to help with that.

So what’s the answer to this riddle? Before I tell you, there are a couple of things you need to have in place.

First of all, you must define exactly what success is to you. Because if you don’t know what success looks like then how can you expect to hit it?

So take out your notebook or get in front of your computer and begin to write a detailed picture of what success looks like to you.

And I’m not just talking about how much you’ll earn. Get detailed about how many hours you want to work each day and how many days you want to work each year.

Then go into detail describing what exactly success looks like to you.

For example, if giving back is part of your vision, how do you envision your role?  What organizations will you donate your time and money to?  How many hours a week and how much money?  And so on.

If you want to travel more, how many days a year will you travel? Will you work while traveling or will you step away from your business with no communication for days at a time? Will you stay in five diamond resorts or is camping more your style?

You must define exactly what these things look like so that you know what you need to do to get there.

Second you must reach peak personal productivity. To do this you must define what peak personal productivity looks like and have enough reasons why achieving it is important to you.

Dan Kennedy defines productivity as “the deliberate, strategic investment of your time, talent, intelligence, energy, resources, and opportunities in a manner calculated to move you measurably closer to meaningful goals.”

Once you have those in place, you are ready for the real trick and that is to link “your reasons why” to your goals.  

In his book, No B.S. Time Management for Entrepreneurs, Dan points out that to achieve your goals, you have to maximize your productivity. And to do this “You have to fight to link everything you do (and choose not to do) to your goals.”

In other words, you must measure everything you do against your goals.

Is the time you are spending doing something (or not doing something) moving you closer to your goals or further away?

For example, if you choose to check email, Facebook, and phone messages multiple times throughout the day, will that move you closer to your goal or could it be that the multiple distractions are making you less productive and keeping you from reaching your goals?

Linking “your reasons why” to your goals will give you clarity, help you make better decisions and accelerate your progress.

For instance, a GKIC member mentioned her decision to say “no” to certain types of projects with clients that were requiring an enormous amount of attention yet paid her much smaller fees than other projects. Realizing this wasn’t moving her closer to her goals, she decided to focus on getting more of the projects that would pay her a higher fee.

By clearly defining your reasons why and your goals and linking everything you do to them, you will have a very simple formula for determining if you are; a) being productive and b) consistently moving closer to your goals.

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.

8 Tips For Maximizing Referrals In Your Business Or Professional Practice

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.