Archive for the ‘writing a book’ Category

5 Things You Can Do To Make Your New Year More Profitable…

By: Dave Dee on: January 1st, 2014 6 Comments

As you begin the year, we wish you growth, prosperity and autonomy…and hope you have your best year yet.

Yesterday Darcy gave you five things to do to get ready for 2014. (If you missed it, read 5 Things To Do Right Now That Will Make 2014 Your Best Year Yet here.) Today, I’ll list five things that will specifically help you meet your income goals for 2014.

1)      Pick your biggest wins. It’s easy to get overwhelmed with ideas and strategies you want to implement. Instead of attempting everything, becoming overwhelmed and paralyzed and completing nothing, pick one or two ideas that will give you the biggest wins.  Give yourself a deadline to complete them. Then pick two more. For example, perhaps adding a follow-up sequence to a sales letter that is converting will give you the biggest win right now. Make your single focus to get that follow-up sequence in place in the next week. Then move on to your next big idea.

2)      Improve your copy. People often wonder what Dan Kennedy does to justify fees of $100,000 to write a sales letter or ad campaign. The answer is simply that words matter and he’s very good at picking and combining words that sell. Dan says, “It’s absolutely true that how you say it is as important as what you are saying.” (If you are thinking of hiring a copywriter to help you with this, be sure to read our FREE report, “The 7 Key Questions That 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, to ensure you don’t waste your precious marketing dollars on bad copy.)

3)      Add another stream of income.  Back in the 1950’s a family could survive on one income. Today, many families require two incomes. And if one income is lost, they quickly face financial hardship. The wealthiest people I know have more than one source of income flowing in. That way if one stream isn’t doing well, another source will make up the difference. The best way we know how to do this here at GKIC is to add information marketing to your existing business. Focus in on a niche or sub-culture where your audience is already narrowed.  This way your price point can be higher.  (A good place to start is by watching the free training video and getting the quick start-up guide  from the Information Marketing Association here.)

4)      Raise your prices. Make more money this year simply by raising your prices for the same products and services you already offer.  Not only will you make more price per unit sold, in some cases price tests show that a higher price will actually cause higher response. (See chapter 7 in No B.S. Price Strategy.) Use the pricing strategies and secrets in Price Elasticity Online Training to extract the maximum price for your products and services and raise your prices with little or no price resistance.

5)      Write a book.  Writing a book positions you as an expert.  This gives you a huge edge over your competitors who have not written a book. Plus as an expert, you can charge more for your products and services.

Doing one of these this year will increase your income. Doing all of them could be life-changing. What do you plan to do in your business this year to raise your income? Let us know in the comments below so we can help provide you the information you need to succeed.

NOTE: As a way to get your year started right here’s a FREE replay of “Secret Productivity Strategies Of The Ultra-Successful” that I did several months ago.  This will help you to accomplish more of your goals in 2014 and get them done faster than you ever thought possible.

Five Quick Marketing Strategies From One of the Worlds Top Marketers

By: Dan Kennedy on: August 13th, 2013 7 Comments

We sure waste a lot of time, energy and money in our society.

For example, we try to help people who simply are not ready to be helped.

Sales managers frequently invest the majority of their energy trying to help the worst salespeople they’ve got, who, in truth, are doing nothing to help themselves, when they should be helping their top peak performers do even better.

Just as an example, when somebody asks for my advice, but then does nothing different as a result of it, I stop giving it; I may need that breath later.

Successful entrepreneurs fall into this trap dozens of different ways: employing lazy, indolent family members and trying to turn them into something is one very common miss-step.

Spending money trying to convert non-buyers into paying customers is a fool’s errand.

A business owner will spend money developing campaigns to attract masses of customers and then focus the majority of their time and money developing strategies to get more of these non-buyers to consume their product or service.

Yet, here’s the thing…

Too often the 20% of customers that produce 80% of their company’s profit don’t receive near the same energy and resources devoted to them.  Businesses waste time on less important matters instead of focusing on the things that can make the biggest difference.

It’s not uncommon to hear a sales person say they spend 80% of their time handling problems and fielding questions from the customers that provide only 20% of their income.

Think about how you spend your day. Most likely you fall into the trap most of society does and find that 20% of your time accounts for 80% of what you achieve.

I’m frequently asked for help with business or marketing problems, but when I start telling the person what they need to do to solve their problems, it becomes apparent they do not want a list of things for them to do nor do they want to work to get better at needed skills; they want me to solve it for them.

It is a bad policy to try to help somebody who is close-minded to it or does not demonstrate any initiative in seeking it.

The core idea of this is what is commonly called the 80/20 Principle. It’s also been referred to as the Pareto Principle (after Vilfredo Pareto (1843-1923) the man who first identified its existence.)

The 80/20 Principle refers to the idea that in order to achieve success, you need to focus on the 20% of your activities that bring you the highest results and eliminate (or delegate) the 80% that bring you little or no reward.

The idea of where and what you should focus your time, money and energy on is something I teach my Titanium Members and private clients about. And fully understanding the 80/20 rule and the power of the hyper-responsive customer, and the immense profitability of small numbers is something you’d be wise to apply in your own business.

This theory carries over to every aspect of life and business.

For instance, in each business endeavor, you only need to rely on a handful of ‘tricks’ to be really successful or effective.  Consider McDonald’s advertising for example. While there are dozens of marketing ‘tricks’ they could use, they’ve determined these five strategies are the most effective and only use:

  1. Discounting for a limited time
  2. 2-for-1 special for a limited time
  3. A special item for limited time
  4. A movie or TV show tie-in toy promotion for a limited time and/or limited availability
  5. A contest or game promotion for a limited time.

Embroiling yourself in attempting to help those who will not actively partner in the process is neurotic behavior, a fool’s gold rush, to be avoided. And grasping the principle of where to spend your time, money and energy is a money-making secret guaranteed to lead to increased income and golden opportunities.

NOTE: Perry Marshall is a long-time favorite of Planet Dan who heartily understands this principle. Perry first came to me as a struggling salesman 15 years ago.  He’s risen through the ranks, having coached my $26,000 Titanium Group last year as my appointed “Go-To Internet Guy.”

If you don’t know who Perry is…Perry is an honest man in a field rife with charlatans. He’s the author of the world’s most popular book on Internet Advertising, Ultimate Guide to Google AdWords which has become the industry standard for buying web traffic, and deservedly so.

Now he’s written a brand new book, 80/20 Sales & Marketing: The Definitive Guide To Working Less and Making More, which I highly recommend you buy and read.  

I feel this is so important you read, that I got Perry to agree to give GKIC members a very special deal.

In fact, he is giving it away practically free to GKIC members…

You can buy his book for just ONE PENNY.

Get this right now…click here!

That’s right, for one cent plus shipping, he is offering his new book to GKIC members. Most people would say he’s crazy to do it, but I think he’s very smart to do so. And you’d be wise to take advantage of this special offer while you can.

I don’t know how long he’ll offer this for just a penny, but don’t miss out…click here now.





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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!”

True, you’ll probably have to pay more for a good copywriter, but it’s worth it when you consider that bad copy wastes your precious dollars and costs you sales.

There is no charge for this report. I highly recommend you take a few minutes to read it now.

Click here now for your FREE Report

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.

Why Is Dan Kennedy Writing To You About A Plumber?

By: Dan Kennedy on: July 16th, 2013 7 Comments

One day a letter arrived in an envelope.

Individually addressed to me, by name, with a live stamp not a meter imprint.  In the return address corner was the name of someone I knew.

Not a friend. Not a neighbor. It was from a peer of mine, another professional speaker who also lived in Phoenix where I was living at the time. It does not matter the relationship, the important thing, I recognized the name of the person who sent me the envelope. So I opened it.

That’s important.

America sorts its mail over a wastebasket. You have to make the cut or nothing else matters. So I opened the envelope. The letter I took out was headlined: “I Suppose You’re Wondering Why I’m Writing To You About A Plumber.”

I thought to myself: yep, I do wonder why he’s writing to me about a plumber. Heck, I don’t even get a Christmas card from this guy. We’re in the same kind of business and live in the same town. So, why is he writing to me about a plumber?

So I read the letter to find out.

And that too is important.

First you have to get your letter opened.  You cannot just assume that’s going to happen. Then you have to get your letter read.  You cannot assume that’s going to happen either. Curiosity used here, not always the ideal strategy, but when used effectively it’s a beautiful thing.

The letter told a story of this peer having a party at his home on a Saturday night to which I had not been invited, when a pipe under the bar in the den started leaking, a mess ensued…

Storytelling. Everyone likes a good story. You just read the beginning of one of the stories I tell that people love to hear. In fact, people come up to me all the time who heard me tell it years earlier and ask me to tell it again.

You may even recognize it if you have Magnetic Marketing or if you ever saw me give my main “Magnetic Marketing” speech or if you have read my book, My Unfinished Business.

People remember better with stories. You can teach lessons with stories. They can help bring deeper understanding. And they’re one of the most effective ways to sell.

Stories are effective because we grew up hearing stories. Actually storytelling predates writing so it’s something we are conditioned to love.

When you were young, you heard bedtime stories and had story time at school before you even learned to read. You share stories with your friends and laugh about “the time when…” with your family.

They’ve been used in every culture to educate, entertain, preserve history, and instill principles and values.

Stories can connect people and cross barriers of age, culture, economic status, and more.

Tell a story that catches someone’s attention and draws them in, and you can make them care about something they may have never cared about or even known about previously.

Of course this isn’t by accident, this is by design.

Telling a story that immediately captures your reader’s attention and keeps them intrigued and reading to the end is an art form.

An art form worth learning. Because storytelling done right is like a magnet. People are compelled to read it. And you can use this to create anticipation of what happens next.

NOTE: The best stories have a strong underlying theme where something greater is being said. To create this there is a roadmap—a constant.

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 7 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.

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.


So You Want to Write a Book?

By: Kristen Moeller on: March 9th, 2010 14 Comments

If the answer is yes, allegedly you are among eighty percent of the population. But how many of those eighty percent do you think actually write one?

I have heard varying reports but based on human nature, my guess would be … not that many.

Then of course, of that eighty percent, there are people at various points of the writing process. Some may never even begin—they will swear they want to and it will always seem like a good idea. They just won’t ever do it. Others may start writing and never finish. There may be notebooks with ideas, countless books on writing and a few half-completed stories lying around. And still others may actually finish writing the book, yet leave it gathering dust in a corner of their office, forever to remain unpublished.

Writing a book can provide a lot: self-satisfaction, being recognized as an expert in your field, achievement of a life-long goal, artistic expression, taking your career and business to another level, opening up opportunities such as speaking engagements, additional clients, and even media exposure. The list goes on and on. It definitely sounds like a good idea. So what stops so many of us?

I have the good fortune to coach a multitude of authors in the completion of their book writing process. Through this experience, my journey in writing my own book, as well as my twenty years of study of human behavior, I have become an expert on this topic.

There are as many reasons as there are individuals. However it’s actually not that complicated. There are really only few common themes. And it’s important to note, that often what seems like a reason is only a surface level excuse obscuring a deeper concern.

Here are some of the most frequently heard themes:

The concern for time. The internal thought pattern sounds like: I don’t have enough time right now. I probably will later. I will start on Friday. Or maybe I will start next week, or next year. I will celebrate by starting on my upcoming birthday! I will begin after the holidays, on the first day of summer. I will wait until I take that fabulous vacation—I am sure I will access my creativity on the beach in Fiji. I will start after the kids go back to school, after they graduate. I will start when I retire …

Starting is always out there on the horizon. It is never now!

The concern for ability. Often the time concern is a smoke screen for the deeper concern of ability! This goes like: I can’t write. I have never been a writer. I got a “D” on my paper in 5th grade and the teacher said my writing wasn’t descriptive enough. I don’t even like writing thank you notes. I won’t be able to clearly say what I want to communicate. There are so many truly talented writers out there, why am I even considering this?

This is really the fear of being judged. Deep down, we have the thought –there is no way I will ever let anyone read my writing. What if they don’t like it? They will think I am uninformed, uneducated, lack talent. Still worse, they may think I am boring, ridiculous or even stupid.

Then we have the extraneous concerns: I can’t type. I can’t sit for long periods of time. What if I get hungry? I don’t like my reading glasses, they hurt my nose. I need to call the plumber first. Oops, I forgot to clean the cat box.

The bottom line is most of our concerns are really excuses. And they aren’t going anywhere. All those concerns and excuses are along for the ride!

I have studied this. I have personally interviewed, listened to interviews and read articles by best-selling authors. Many of them express similar thoughts. There can be temporary relief in knowing we are not alone in our concerns. However, after our temporary relief wears off, we still need to sit down and write. For some of us, sitting down to write requires the same amount of energy each time. It really is amazing that anything gets written

And, we may become fascinated by this. If so, we have what is referred to as “analysis paralysis.” We feel the need to explore all the reasons why we don’t, can’t, or won’t write. We think maybe we need a therapist to uncover the childhood event that caused us to feel inadequate.

And maybe we do need to do this. I was a therapist for many years as well. There is a time and place for therapy. It’s a fact that most of the human population has had at least one formative childhood event that altered our view of ourselves, others and the world. If unresolved, this could still be running the show. Or maybe we just don’t want to commit.

What separates the published authors from those for whom the idea remains merely an idea? The answer I have found is commitment.

Ask yourself, are you committed to it? If not, I encourage you to save yourself the hassle, the worry, the stress and forget it now. And be complete about that. Don’t mess with yourself, just say you aren’t committed.

However, if you say you are committed; if you really are prepared to make a promise to yourself—then go forward. Take the first crucial step and commit. Commit in a way you never have before. Put your word on the line and your butt in the chair. Tell everyone you know you are doing this. Make large promises and create the systems to back them up. Have a time line. Don’t let yourself off the hook. Create structures for support whether it’s a mastermind group, an accountability partner or a coach.

Your initial inspiration will fade. That is what inspiration does. The question is what are you going to do and who are you going to be after it fades? After it doesn’t seem like a good idea any more—when you are staring pen in hand at the blank page or fingers on the keyboard with nothing coming forth. Those moments can be painful. Can you be with that?

If you can, I promise you the rewards are great. My belief is that writing a book illuminates parts of ourselves that we wouldn’t see otherwise. The process can provide an access to our greatness, our wisdom, and our strengths in new and wondrous ways. And, did I mention, it can be painful?

The real question to ask yourself is are you up for the challenge? And if so, what are you waiting for?

Kristen Moeller’s first book, Waiting for Jack: Confessions of a Self-Help Junkie: How to Stop Waiting and Start Living Your Life is available now.