Posts Tagged ‘business marketers’


Three Steps To Never Prospect Again

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

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

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

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

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

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

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

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

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

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

Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

 

 

Are You Hunting In The Wrong Place?

By: Dan Kennedy on: March 12th, 2013 9 Comments

I’ve been in the advice dispensing business for 40 years.

Throughout my career I’ve been paid millions and millions of dollars by CEO’s of Fortune 500 companies, entrepreneurs, small business owners, even my peers, professional speakers, authors and consultants.

Whether the economy is good or bad, I remain fully booked and in demand.

On occasion I have run up against ‘professional norms and guidelines’ dictated by some association or certifying organization, and had my fees and the fees I recommend others charge criticized. Some say they are unethical, some say they are impossible to receive.

Nevertheless, I’m fully booked with demand left over.

And people I’ve guided routinely command premium prices in return for their products and services.

I’m not telling you this to brag.  My ego doesn’t need the boost.

I’m telling you this to let you know that these sort of opportunities exist and are there for the taking by people who may have never dreamed they could command such, “aggressive compensation.”

(I reveal how I’ve done this in detail in my course Super Powers of Price Elasticity which right now you can try for just a single dollar by clicking here!)

And at no time is it more critical than right now thanks to the rising costs of marketing and customer acquisition and the overabundance of marketing streams fighting for people’s attention.

Right now you may be asking yourself, “Given the habits of consumers seemingly flocking to pay the lowest price is it still possible to find consumers willing to pay top rates?”

It is, I assure you. In fact, I guarantee that hugely valuable customers exist for every business. It may just be you’re looking in the wrong place.

The truth is if you lack the kind of customers, clients or patients I’m talking about, you are most likely lacking specific customer focus and using ineffective approaches that are dangerous to your business’ long-term survival.

Amir Karkouti, owner of a successful group of restaurants in San Diego and an author, speaker and mentor to other restaurant owners wrote this letter…

“It wasn’t that long ago that my restaurants were going to fail and I was losing hope. I spent the last money I had to go to the SuperConference, and I went home determined to utilize everything I learned from you and all the other marketers.

I went straight to work. I got lists, created letters, improved my copywriting.

I realized that my business wasn’t failing—I was failing at marketing it.

Amir says since that time his restaurants are booming. He’s been written up in publications, began speaking to and coaching other restaurant owners, and written a book on how restaurant owners can market their business to explode their profits. He developed a Marketing System that includes a turn-key, automated email marketing program, the “4X2 SECRET”- which brings customers back 4 times within 2 weeks and The Restaurant Sales Letter Template.

Amir used specific-customer focus—targeting the right customers—and combined that with effective marketing strategies to get him out of peril and onto a prosperous path.

Any business owner can attract higher value customers and clientele. Ask yourself, if you could double your net profit, without getting any more customers, wouldn’t you want to do it?

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

How To Build Your Own “Million Dollar Rolodex”

By: Dan Kennedy on: January 24th, 2013 4 Comments

This month, in the No B.S. Marketing Letter I talked about the only two ways to think about the 1% and 99%.

If you read it, you got a big lesson in how certain thinking and complaints can virtually guarantee you will never be rich—and what to do if you want to change your circumstance and become a member of the 1% club.

Another complaint that comes from the unsuccessful is that success or wealth has more to do with WHO you know than WHAT you know.

Some people may think this is unfair. When they see someone getting ahead because of who they know, they think it’s not right.

But why they feel that’s bad or unfair is beyond me. Like it or don’t, it’s the way the game is.

For as long as people have been conducting business, one of the ways to win at it is to surround yourself with successful people.

In NFL football, it takes 10 yards to get a 1st down. Maybe it should be 8 or 12 yards instead, but it’s 10.

So the coach and his team need to figure out how to get 10 yards in three plays.

It’s the same with your business. Determine your goals and put a plan together to achieve them. For example, if you know you need to get some “who’s” on board, you’ve got to figure out how to get to know the people who can contribute to your success.

My “Million Dollar Rolodex” is called that because I value it that highly. Case in point, a specialty printer I use came from my rolodex. At the time, we had called and gotten three quotes from local printers and one from a little-known, specialty printer, out of state, who did the kind of printing we needed. We saved 55% by knowing about the existence of this printer.

In preparation for February 3rd’s Superbowl, next week, the NFL’s annual traveling NFL Experience will be underway in New Orleans.

The “interactive theme park” spans more than 850,000 square feet and costs $25 for adults and $20 for children 12 and under.

If you’ve ever been to one of these things, there is plenty to do. Interactive stations where you can test your football skills such as punting and throwing. Obstacle courses and chances to try on actual pro football gear. There is a Pro Football Hall of Fame. Food vendors and, of course, an NFL shop.

This is also a good place to meet one of your favorite pro football players, celebrities or some of the major players in business as they are known to be there for the big game and will wander near or around the “Experience”.

There’s a lesson here if you look for it. First of all, if you want “who’s” that can help you be successful, you need to do your homework to figure out who those people are or what type of people they are. If you don’t know who would be helpful to you, how can you expect to recognize them should the opportunity arise let alone find anyone to introduce you to them? It’s worth mentioning that while you may not always have specific names of “who’s”  that can help you, identifying a specific industry or company will help you quickly recognize a successful “who” for you to connect with.

Second, once you’ve identified some “who’s” you should do a little research to figure out what they are interested in, something about their company, etc. This way if you happen to get the opportunity to talk to them, you can establish immediate rapport by discussing something you know they will be interested in.

Third, determine if you know someone who might be able to make an introduction for you.  Remember it’s a small world. You may already know someone who is friends with, works with or plays golf with your “target who.” Usually they are more than willing  to make an introduction for you.  You just have to ask.  (Hint your GKIC membership might be a good place to start. Use your online Success Club, GKIC Chapter meetings, and GKIC events as place to meet “who’s”. Not a member yet? You can take a test drive FREE here.)

Not that I’m suggesting stalking, but if you see that a “who” is an active member of an organization or club or you find out from scanning the paper that they will be speaking at an event, attend the meeting or, if it makes sense, become an active member of that club.

Fourth, know what you are going to say ahead of time.  Make a great first impression and good things are bound to happen. Almost every event I speak at, people want to ask me about their business. Unfortunately, what I often hear are vague generalities. Be specific about what it is you are looking for. No one can help if they don’t know what you want.

Fifth, you should have a follow up plan in place.  Just like a sales letter that is sent out with no follow up, not following up on a potential hot lead will have a similar result.

Start to build your “Million Dollar Rolodex” by putting yourself in situations where you will be surrounded by quality people and then taking action to build rapport and relationships with them.

NOTE:Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

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.

Three Ways To Offset The Fiscal Cliff

By: Darcy Juarez on: December 6th, 2012 2 Comments

With the end of the year looming, U.S. government officials don’t appear to be any closer to a resolution for the pending “fiscal cliff.”

Falling off the cliff would most likely mean a recession according to some economists.

What happens then? A more dramatic version and acceleration of what’s already happening: the middle shrinks.

People still buy necessities, but the middle freezes up, afraid to spend discretionary money.

Even on necessities, Dan Kennedy says, speaking from experience…

“The profit margin goes away, as merchants at the bottom battle over consumers’ shrunken spending power with price cutting as the only weapon…big companies even sell products below cost just to keep factories, stores, and offices open, thus crushing small businesses.”

The good news is there is a way to offset pending gloom and doom. However, you’ll want to start preparing for it now.

Today we’ll take a look at a few suggestions from Dan Kennedy and GKIC members who no longer worry about things like this—having learned how to create what Zig Ziglar called your own “personal economy.” (You can read Zig’s description here: Zig Ziglar: One Of The Best Gifts You Could Ever Receive)

It’s something you can do too.

Here are the top three ideas for preparing your business so you can offset the fiscal cliff.

Niche your business. GKIC member and co-owner of Cater Galante Orthodontic Specialists Dr. Donna Galante says between 1997 and 2007 her business was growing gangbusters. In fact it was growing 25% a year minimum and at times doubling. Then in 2007 her business tanked. She says, “The phones stopped ringing and in 12 months’ time we had lost 30% of our revenue and production.” In one of the hardest hit industries in the country, orthodontics, which is considered an elective, was down 47% nationwide.

She says, I kept thinking about what Dan was always saying about how “there are riches in niches.” So Dr. Galante decided to specialize in the niche area of Invisalign, a proprietary orthodontic treatment which uses a series of clear, removable teeth aligners as an alternative to traditional braces.

Things turned around very quickly for them as her practice became one of the top 1% producers of Invisalign nationwide in 18 months’ time.

Recession-proof your business. Look no further than Dan Kennedy to know how to recession proof your business. In his book, No B.S. Marketing to the Affluent, Dan says “Those in the middle are the most affected by recession. They tend to be living at their means or above their means, yet spending only about 60% on necessities. In recession, they stop spending the other 40%. They just cramp up. So merchants selling to them don’t see a 5% or 10% drop; they get whacked with a 40% drop. Even price cutting doesn’t help much.”

His advice? “Trade up.” The richest 20% of the population account for more than 60% of spending in our economy. It’s just as easy to sell to the affluent masses who are least affected by tough times.

To get started, set yourself up to attract the affluent and their money. First transform your business to appeal to and attract the affluent. In other words, find out where the money is and then go get it. To market to the affluent, study who your affluent customers are, where they are, what they buy, why they buy, and the best ways to get into sync with them.

Learn how to “speak to sell.”  GKIC member and co-owner of Bradley Communication Corp., Bill Harrison gives this advice”: “Learn how to speak to sell.” He says, “In 2002, we almost went out of business because of the post 911 recession. We were really hurting and my brother went to a conference he had spoken to before and had never come home with more than $800. That year he came home with $67,000 because of what we learned from Dan about platform selling.

GKIC member and owner and chief instructor of Unified Martial Art Academy, Dwight Woods  says his business would have folded had he not learned how to persuade people about the benefits of his products and services.  He says, “I always taught for the love of the art form and thought that selling was evil. I’ve realized that you are no longer a hobbyist once you are in business, so you better learn how to sell.

In a recession, when you get someone on the hook, it’s essential to be able to move them to asking you what they should buy as quickly as possible. Whether you are speaking to one or to many, selling in person or through the mail or online, you must find your voice and learn how to speak to sell.

One way to make this easier is to eliminate your competition before you get into a selling situation.  In Dan’s sales system, detailed in Sales & Persuasion Strategies, he stresses the importance of eliminating the competition by making you, your product or service a foregone solution—this way you are dealing with clients, customers or patients who are pre-determined to buy from you and you alone. This not only makes the sales process go faster, but you no longer have to compete on price.

Don’t wait to see what happens. Get prepared now.

So what are you doing to prepare your business? Share your ideas in the comment section below.

NOTE: If you want to get on the “fast track” to creating your own personal economy and join the economic elite and discover the proven path for thriving, prospering and creating fortunes during these uncertain economic times, you can now. Discover the untold wealth attitudes, behaviors and strategies that’ll allow you to EXPLODE your income…and make you immune to a recession and countless other roadblocks that could sabotage your success!  Get Wealth Breakthroughs Now for 30% OFF!

The Greatest Strategy So Few Small Business Marketers Are Willing To Use

By: Dan Kennedy on: October 26th, 2009 4 Comments

Never discouraged by futility or resistance, I continue to teach and preach the profound advantage available only through precise message to market match. And I have another instructive example.

The big sporting goods, hunting, fishing, camping and apparel company ORVIS offers its customer mailing list with ethnic and religious selects, so you can obtain only the Jewish or Catholic or Muslim or Hindu buyers, or only the Asian or African-American or British or Irish or Italian or Hispanic buyers….and by merging Orvis’ list with InfoUSA lifestyle selects, you can get only Democrats or only Republicans…so you could, for example, get only Irish-Catholic Democrats, by age, gender and geography.

Why on earth would you want to do such a thing? (more…)

Can You Get Up Everyday and Go to War?

By: Dan Kennedy on: October 12th, 2009 5 Comments

In the 2-hour CELEBRITY APPRENTICE aired the week of the Super Bowl last year, the actor from The Sopranos wimped out, quit, and went home, unable to handle the stress of the in-fighting and the competition.

He asked Trump a question and couldn’t understand Trump’s answer. He complained about the war-like atmosphere, it not good for his health, and asked Trump:

“Surely you don’t get up every morning and fight like this, do you?”

Trump was as confounded by the question as the actor was by Trump’s answer. Trump said:

“My whole life is a war. Everyday I get up and go to war.”
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Do You Suffer from Frequent or Persistent Anxiety?

By: Dan Kennedy on: September 10th, 2009 8 Comments

David and Lucinda Basset, long-ago clients, have made millions by asking that question. It has broader appeal than you might think, because, it turns out, just about everybody is anxious and nervous and on edge about all sorts of things.

The media makes part of its living by hyping various “terrors” in order to keep us tuning in to the news programs – consider: Y2K; anthrax; bird flu; how terrorists could poison our water supply; etc. John Stoessel just did a 20/20 program on ABC about everything people are worrying about in sizeable numbers – in almost every case, hazards grossly magnified by their own negative imaginations.
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