Posts Tagged ‘Dan Kennedy’


Three Tools I Use To Protect The Only Asset That Can’t Ever Be Replaced

By: Dan Kennedy on: November 22nd, 2014 2 Comments

Customers: replaceable. Money: replaceable. The ONLY thing you can’t replace is the minute you just used.

It’s gone. Gone forever. You cannot ever get it back. It can’t be replenished or replaced.

Time should be a top priority. How are you spending yours? Are you spending it the way you want? Are you getting everything done and able to enjoy doing the things you love to do?

It is not uncommon for a client or GKIC member to express awe at all that I get done in a day. They envy that I can finish so much work and still be at the racetrack by four in the afternoon. They marvel that I am not interrupted during the day. Not even once.

They often say things such as, “I wish I could do that.”

The truth is they can and you can too. You can extinguish interruptions and have absolute control over your time so you can accomplish and do everything you want.

I don’t mess around when it comes to time. And my practices have helped me and my clients how to get a lot more done in a lot less time. Which has meant making more money in less time and, most importantly, having more time to enjoy it.

You need good tools to be productive and spend your time wisely. While this isn’t my entire list, here are a few productivity tips and tools I find useful:

Time Saving Tools: Some people think I’m anti-technology, a Luddite. Actually I’m not. But I’m only interested in tools and technology that genuinely save time with nominal side effects.

For example, the PC qualifies, but each application and use of it has to be judged separately.

The FAX qualifies. It’s my preferred form of communication because while it’s fast, it’s not so easy and instant that it encourages thoughtless communication.

In comparison, the side effects of unrestricted access through cell phones and email creates a lot of pressure and expectation for an instant response. You may be reached at inappropriate times and/or places with no advance notice. This means no time to think which causes hurried responses. It can cause you to agree to things you shouldn’t and wouldn’t if you gave the matter appropriate thought.

Instant, anytime access is not the same as productive and is certainly not the most effective.

The biggest “fly in the ointment” of all the communications technology is the terrible levels of stress it has caused by dramatically accelerating the speed at which everybody can make demands and expect responses from everybody else. When considering time-saving technology, it’s very important to refuse to be stampeded or pressured by this.

Psychological Triggers. Mindset, behaviors, and attitudes are critical when it comes to time management and goals.

You need visual and environmental devices to remind your subconscious of what it’s supposed to be doing to motivate and keep it interested and engaged. Or it can easily be distracted away from what you are supposed to be doing.

For instance, the subconscious mind works in pictures, so if you can create your target in visual terms, you get much better, faster results.

A plan. The orderly organization of work conserves both mental and physical energy, so “working a plan” is important.

I notice that many people in corporate environments go into their offices every day and “react” to each person and thing brought to them—this is no way to be productive.

There’s an old rule: a minute of planning is worth an hour of work. That has validity. On the other hand, planning can be carried too far; excess planning is paralyzing. I tend to plan my day the evening before.

For long range planning, at the risk of stating the obvious, I believe it’s smart to have a truthful and accurate view. I develop a complete list of known and potential obstacles between day one and the goal achievement and then develop strategies to counter them. Always plan for the best, but think through and try to safeguard against the worst so you don’t end up in a mess, stalled because you didn’t plan for it.

You must be diligent about your time. Over the past 40 years in business, I’ve created my own system for getting things done. Things that work in the entrepreneurial world. If you’d like to discover more about how I get more done in an hour than most people get done in a day…and how you can too, then click here now for a more detailed explanation.

And if you’d like to know about the mindset, behaviors, and attitudes I deem important to time management and life in general, then click here.

Now through Monday, November 24, 2014, GKIC is making available a confidential audio of Dave Dee interviewing me on these exact mindset and goal-setting secrets. Get more information on how you can get this free now.

How To Take Total Control Of Your Business

By: Mike Stodola on: November 18th, 2014 No Comments

“It’s just easier if I do it myself.”

That’s a phrase I hear small business owners and entrepreneurs say—and while I understand, sometimes it can hold you back from growing your business.

What you are essentially saying is you don’t trust anyone but you to do the job right. Great for your ego perhaps, but not so great when it comes to the efficiency of your team.

In this the two minute video below, Dan Kennedy talks about his recommendation for how to create highly productive teams in your business.

Click here to save your spot now.

And I’d like to tell you a story about why this is so important—and a bit about how we do it here at GKIC.

To demonstrate, let me tell you about something that happened earlier in the fall.

We were running a promotion that wasn’t doing as well as we’d projected.

I had a few choices…

  • Let the promotion run its course and hope for the best;
  • Scramble to redo everything myself while mumbling under my breath about my team; or
  • Brainstorm with the team and execute adjustments together to improve the outcome.

Because I have a highly productive team I can count on—I was able to do number three. When we came together we realized we had missed some key elements and were able to correct our course.

There was no finger pointing. No one was afraid to ask a difficult question or share an idea. And everyone was willing to put in the extra effort to pull some things together last minute to get the job done and done right.

But let’s face it. Business isn’t always that way. Staff doesn’t always cooperate like that which means you end up putting out fires and doing more than you should because someone dropped the ball somewhere.

More often than not, you wouldn’t be able to make an adjustment midway because there’s just too much happening—too many fires to extinguish—too many frustrations you are dealing with.

Am I right?

There can be a ton of waste when it comes to managing staff and team members.

If you are like most businesses, there is always a lot in motion. You need to be able to count on your team members to be dependable and do the right thing, the right way. When your customers interact with someone from your team, you want them to feel good about that interaction. Happy even. And you want your staff to represent you as an ambassador of your company.

There are a couple of things we’ve done at GKIC which have helped tremendously

  • Use systems to manage employees. Here at GKIC, we often talk about using systems for attracting customers, money-making, marketing, sales, and so on. So it probably isn’t a huge surprise that we have systems in place to manage our team too.

Systems allow us to get our team members to function at a high level while getting things done consistently right. This means the leaders of GKIC are able to focus on innovation and improvements rather than fighting fires.

  • Open communication. Like every business, things don’t always go right. Mistakes are made, a campaign doesn’t go right, or a problem arises.

In general, there are typically a couple of ways these are handled in business. One way is to reprimand and hold people accountable. The second way is to be transparent about the mistake and encourage your employees to brainstorm ways to improve things the next time (or ideally, correct a situation immediately.)

We want our team to communicate openly –even when it’s difficult, because it is through this open communication of asking questions and raising issues that we get better at what we do. Which ultimately means we deliver something better to our customers and get better results.

Putting systems in place for managing, training, and supervising your team will make your business run more smoothly—giving you more freedom to work on your business or do things you enjoy. It makes life easier.

And when you find ways to work with your staff and team instead of having them live in fear of making a mistake, you’ll get far more wins. Plus they will come to you with ideas instead of just doing their job to collect a paycheck. This results in better promotions, new product ideas, and more profits.

If you’d like to discover a better way to train, coach, manage and supervise people so your staff and team do their jobs right and make your customers enthusiastically happy, then I have some good news for you.

On November 20th, Keith Lee, who created the model we follow at GKIC is holding a FREE LIVEcast: “Proven Secrets to Creating Highly Productive Teams: How to Manage Your Team in One Hour a Week”

Keith’s system has been validated in many GKIC businesses as well.

During this Livecast, you’ll discover: How to take TOTAL Control of your business and your life with Step-By-Step, Easy to Implement Systems.

You’ll discover the types of systems you need in your business and how to borrow from others (use what Keith has created) to quickly and easily implement them in your business.

Click here and register for this FREE LIVECAST Now.

There’s explosive need for this right now

By: Dan Kennedy on: November 14th, 2014 1 Comment

When I started in the information marketing business 40+ years ago, there was double digit inflation, double digit unemployment, and double digit interest rates. Not great conditions.

There weren’t as many tools and media available, and I had to stumble around to figure things out. Still my first time out I made about $15,000.

I’ve made some expensive mistakes too.

In fact, just one strategy, had I implemented it from the beginning instead of doubting it would work, would have meant I’d have an additional $30 million dollars in the bank right now.

I’m not too happy about that, but I share it as a demonstration about what doubt rather than testing can do to your bottom line.

There is an explosive need for information right now. People are trying to find the guy who can teach them how to do things and often someone to also do it for them. You can be “that guy” and have your info-marketing business up, running, done, and making money for you in a very short amount of time.

Here’s a simple strategy I used, that still works well today.

I identified a very small niche market of about 3,000 people all in the same business who happened to have a profound interest and limited knowledge about a subject I happen to be very knowledgeable about. I created a catalog offering information on different subjects to determine what their interests were. Note, I didn’t create the products at first, only the catalog describing them.

After cleaning the list, I mailed the catalog to a list of about 2,000. I created the products as people ordered them. Not only was I able to identify what their primary interests were but I was also able to create a “hot list” of about 250 buyers.

I then sent a sales letter marketing a newsletter focused on the topics these people had demonstrated the greatest interest in. Again, I created the marketing first.

I mailed my sales letter to the 250 buyers, several times in a sequence with additional cover letters. Within a month, I had nearly 80 subscribers at $149 a year. Gradually I mailed to the entire universe of 2,000. I kept at it. Within the year I had nearly 1,000 subscribers.

With all the possibilities to expand your business, even with as few as 1,000 subscribers, you can easily provide an income of $250,000 to $1 million a year.

Here are three important tips for starting your info-marketing business:

1) Limit experimentation: It’s expensive to experiment with media and strategy. A good strategy is to follow what the leader is doing so you can be successful as soon as possible. If someone is doing something more than once, then it is probably working for them—which means it will probably work for you too.

2) Determine what the market will buy first. As noted above, finding out what my customers wanted BEFORE I spent time creating a product paid off. It’s expensive and time-consuming, not to mention frustrating to create a product that no one wants to buy. First get your customers to line up, wallets in hand wanting to buy what you have to offer and then create the product.

3) Do it quickly. Money loves speed. So the faster you can implement something, the more money you’ll attract and the faster you’ll get money into your bank account.

Whether I’m creating a sales letter, a campaign, or an information product such as a book, I use a proven formula, templates, and a copy bank. GKIC does the same. And you should use templates and tools to get your marketing and product creation done fast too.

Nothing stops the information marketing industry…not the economy, not war, not inflation.

Nothing.

Just look around and you can see that it is alive and well—and that people are doing very, very well in the info-marketing business.

Every day people wake up to a business where money is always in motion. It’s a way to make money that is adaptive to most any situation or circumstance. It offers maximum lifestyle flexibility. It’s fun. It has global reach. And if you know what you’re doing, you can quickly take your income to dizzying heights.

So what are you waiting for?

If you want an easy way to get into the information marketing industry so you can put your income on auto-pilot and escape the work-money link…then I have some good news for you.

GKIC has 75 23 spots available in their NEW Eight Week “guide you by the hand” Ultimate Info-Marketing Machine Program that will help you shortcut trial and error and allow you to work directly with Dave Dee and GKIC’s product development team to create and launch your very own information marketing product.

Discover how you can get all their templates, tools, and personal attention and guidance here.

Nothing Can Help You Sell More, Sell More Efficiently And Sell Faster Than This

By: Dan Kennedy on: November 7th, 2014 5 Comments

When it all comes together, there’s no more efficient way to make money than with One-To-Many selling.

For one of my clients, I took a one-to-one selling model that is almost a religion in their industry, replaced it with a one-to-many group meeting strategy.

This new one-to-many strategy produced $12-million in front-end revenue plus over $20-million of annualized back-end revenue in one fourth the time ordinarily required.

Adding or converting to one-to-many selling can be at the core of a great deal of success for you too.

However, it’s important to understand that there are a lot of things you can do in one-to-one selling that you cannot get away with when you are selling to a group.

That’s because in one-to-one selling, you have a captive audience. People generally don’t want to come off as being rude so they will rarely get up and leave in the middle of your one-to-one presentation.

But in group selling, a person can get up and walk out of the room. They can mentally tune out.

If online, they can click away from your presentation and go elsewhere.

Or if you mail them a DVD, they can turn it off.

You have to be really sensitive that you can lose your audience in group selling.

Which is why it’s a bit surprising to me that there’s a lot of SLOPPINESS, HASTE & WASTE in the way most people approach their one-to-many opportunities and efforts.

Some even forego script-writing entirely and arrogantly and foolishly leap on stage or in front of a camera or microphone and “wing it.”

Monumentally S-T-U-P-I-D.

No other theatrical performance occurs this way. No other professional performer works this way. A Broadway play or a movie is planned, scripted, re-written, focus group tested, storyboarded, and rehearsed.

Professional comedians from Steven Wright to Seinfeld to Louie C.K. go to small clubs to try out and fine-tune new material before building it into a monologue or HBO Special. The late Joan Rivers who had been doing comedy for years also did it this way.

There is a science to crafting ANY and EVERY kind of presentation for intended effect. SALES presentations delivered One-To-Many in person or through media are sensitive. You need not risk guesswork. There are well-tested, well-proven structures and methods that yield top results.

That said, here are 5 ways you can use well-crafted one-to-many sales presentations to increase your profits:

#1: If you now have unconverted leads: this can convert more of them, thus lowering your waste, making each lead more valuable and allowing you to out-spend competitors or expand your reach in lead generation, to grow faster with the same capital and lead flow.

#2: If you have one on one sales appointments and close fewer than 60% face to face or have a salesforce of 1, 10 or 100 doing so: this can extract value from the “appointment, no sale” prospects thought to be valueless.

#3: If you have opportunities to acquire customers through affiliates, joint venture partners, hosts, or speaking at others events or your own road shows: this can leverage these activities, secure more affiliate and partner cooperation (as you put more money in their pockets) and maybe even make powerful strategies possible that are currently thought to be impractical.

#4: If you want to automate part or all of your selling: You can automate with on-demand or scheduled pre-recorded webinars to which you drive traffic. This can give you the highest performing webinar possible-so you can bid more for traffic and get more from serious sources.

#5: If you have a local professional practice such as healthcare or financial services: this can be the basis for in office group-selling events that leverage your existent patient/client base and create referrals as never before. In fact, I guarantee you can add $20,000 to $100,000 to monthly income in just hours.

I routinely see this make 6-figure differences to small businesses, and 7-figure contributions to larger businesses. NOTHING CAN HELP YOU SELL MORE, SELL MORE EFFICIENTLY AND SELL FASTER than the right application of a well-crafted One-To-Many presentation.

My observation of almost every speaker’s presentations, every sales DVD, every webinar, every group pitch is that serious mistakes are being made, serious flaws occurring, important drivers of response omitted. Which is why for the first time ever, GKIC is releasing a NEW resource created by me dedicated solely to One To Many Selling. Find out more here.

The #1 Thing Holding You Back From 7-Figures

By: Dan Kennedy on: October 31st, 2014 7 Comments

Personally, I’ve never liked it.

But I realized early on, it was irrelevant whether I liked it or not.

The question wasn’t, “Did I like it?”

The real question was “How much money did I want to make and how much freedom did I want?”

Kind of like dieting and exercise, the question isn’t “do you like to exercise and eat right?” No the real question is do you like the alternative if you don’t exercise and make the right food choices?

So it’s important, although again, not something I particularly like.

What I’m about to tell you is a transcendental factor in income.

And if you listen to what I say, you could find yourself making a lot more money across every communication channel.

You see, for at least the past 30 years or so, I’ve been teaching that the one thing that usually gets people who are earning below six-figures or a low six-figures in any business up into a high six-figures is the quantum leap of shifting from being the “doer” of your thing to the “marketer” of your thing.

That is still true.

Shifting from being a fitness instructor to a marketer of fitness training. Changing from being a veterinarian to marketing veterinarian care.

Switching from a photographer to marketing photography services, and so on, will carry you a pretty good way.

I mean, most people locked into relatively low incomes, regardless of their level of expertise or excellence that they deliver, are stuck there because their primary view of their business is the doing of the thing.

The cooking of the food, the cracking of the bat, the fixing of the tooth, the waxing of the car, the styling of the hair, the – whatever. And when you shift out of that so that you’re actually now in the marketing of that thing, that’s a pretty good income leap.

But truth be told, it has its limits.

It’s NOT the thing that gets you to a 7-figure income.

And it is questionable whether it will give you the exact freedom you are seeking. Because although you are making more money, you are also most likely still working a lot of hours for it.

Let me show you what making the next shift can do.

I make 7-figures from copywriting alone. That is only partially the way I make money though. I only spend 20% of my time writing.

Imagine making that leap in your business and only working at your “thing” 20% of the time. How would THAT change your life?

So here’s the thing you must do to make the next quantum leap.

As I mentioned, personally it is a thing I never really liked, but I do it because the alternative is worse. So this really is pretty important.

You must shift from focusing on being the “marketer of your thing” to focusing on “the status of the individual providing the thing.”

Because even when you are the marketer of your thing, the focus is still on the thing, not on the greatest possible point of differentiation, which is the status of the individual providing the thing.

Increasingly all other options for differentiation are becoming harder and harder to use and sustain. But one thing that will always make you different is who you are.

The easiest place to look for examples of this is with celebrities and professional athletes.

There are professional football players who make a good six-figure income. They are elite athletes who reach an income level that many never will. But, unless you are a diehard fan, you likely wouldn’t recognize their name even if they offer big contributions to the team.

As an example, NFL player Ryan Taylor is probably a name you aren’t familiar with. You probably don’t even know what team he plays for, but he makes a solid 6-figure income and is in his 4th year playing professional football.

In comparison, Johnny Manziel better known as Johnny Football is in his rookie season. He has less experience than Ryan Taylor, yet Manziel makes $2 million a year not including endorsement deals. You probably also recognize the name Johnny Manziel or at least have heard the name Johnny Football even if you aren’t a fan. .

The big difference is that Manziel knows how to market his personal brand. That, more than his ability or experience, has put money in his pocket.

For instance earlier this year, prior to knowing whether or not Manziel would be a boom or a bust in the NFL, Nike signed him to the largest endorsement deal from this year’s NFL rookie class. It had nothing to do with experience or even how well he plays.

So if you want to join the 7-Figure club, then you’ll have to get out of the business of marketing your thing and get into the business of marketing you, even if you dislike doing it as much as I do.

Click here now if you want the 7 key, yet radically different strategies for making this shift. I cover these in the 7 Figure Academy which GKIC is making a special offer on for the next three days only.

Find out more about the 7 Figure Academy and special offer here.

Five Mistakes To Avoid If You Want To Be a High-Paid Coach or Consultant

By: Dan Kennedy on: October 25th, 2014 1 Comment

One of the top ways I know to leverage your time and replace a lot of manual labor so you can often double (or more) your business income is by adding consulting or coaching.

Personally, I’ve made extraordinary profits by consulting. And I’ve taught hundreds of others to do the same.

As an example, consider Dr. Tom Orent.

In 1997, Tom found his dental practice, career and even his home in jeopardy. He put himself into rigorous study of GKIC-style direct response marketing methods. In three years’ time he was able to pay off ALL of his debt—which was quite substantial.

But his schedule was still rigorous. It was when he switched to a coaching model that he was able to create his ideal business.

He no longer works as a dentist and he’s converted most of his manual labor to an info-marketing business that is focused on coaching. Now he works from his dream home outside of Boston working MUCH less time while making MUCH more selling programs that range from $97 a month up to $60,000 for a ten-month term.

Most don’t realize that the reason this model works so well is because you only need a very small fraction of people to make coaching a major income source. Tom was able to more than double his income while working only 40 days per year.

Here are 5 other mistakes commonly made about coaching and consulting.

Mistake #1: Underestimating how much you can help others with what you already know. You don’t have to know everything to be a great coach or consultant. In fact, some coaching programs are more about providing accountability, motivational support, and encouragement. You just need to know some things your clients don’t and be able to assist them with implementing a system.

Mistake #2: Chasing clients. One of the worst things you can do is chase clients. This puts you in a subservient position and severely handicaps you when it comes to closing deals. Use a system to get your idea clients to chase YOU instead.

Mistake #3: Not having an operations methodology in place. Without a process and system, you can quickly run into problems that not only cost time and money, but in a worst case scenario, can lead to a lawsuit. Systems allow you to expand your business and income opportunities even further. Here are a few questions to get you started:

•How will you attract clients, market and sell your coaching or consulting services?
• How will you deliver your services?
• What will your offer be?
• How will you get repeat business?
• How will you turn small projects into big projects?
• What are the common problems that might come up and how will you solve them?

Mistake #4: A target market that is too broad. Picking a niche market makes it much easier to succeed as a coach or consultant. Niche markets offer smaller opportunities than mainstream, public marketplace, but they also provide a long list of appealing, offsetting benefits, including lower testing costs and investments, more predictable results, ease of message-to-market matching, affordable use of many media, more referrals faster, high dollars of sale, high margins, and so on. There is also opportunity to quickly and relatively inexpensively establish a visible, recognized leadership position.

Mistake #5: Not charging enough. Most coaches and consultants could charge between 3-10 times more than what they do. There are A LOT of compensation options and ways to structure your business so that you can leverage your time to make more per hour. Explore your options for the best way to leverage your time and knowledge.

If you want to replace manual labor so you can work less while making significantly more, then consulting/coaching is one of the smartest strategies I know.

Click here now if you want my ultimate consulting and coaching system in a box with ALL the materials you’ll need (including contract and marketing examples) to either augment your existing business or start a new one. Plus, as a special bonus, you’ll hear from Dr. Tom Orent on how to design, market and sell high-ticket coaching and Frank Kern, who makes $175,000 a MONTH consulting clients will tell you his secrets to creating, pitching, and closing high-priced exclusive products like consulting and coaching.

You’ll need to hurry though, this offer is only good for the next three days.

Discover 10 Customer-Getting, Sales-Boosting Tactics You Never New Existed

By: Dan Kennedy on: October 23rd, 2014 1 Comment

There’s a certain mindset in direct response marketing folks.  We are very results oriented.  We find it very difficult to just go out for a drive or go to the mall just to hang out and browse – we want a definite destination and at least an estimated time of arrival and we go to the mall to find and buy something.

Most direct response marketers can’t watch a sports telecast unless they’ve wagered on the game nor play golf, cards or cribbage but for money.  In short we want to KNOW if we have won.  We want to KNOW if we have accomplished an aim.

While this tendency gets in the way of a friendly game night, it is extremely useful in avoiding the vagueness the permeates most small business owners marketing strategies.   The chief way we avoid this vagueness is through strict adherence to a set of proven, money-making rules.

There are 10 customer-getting, sales-boosting tactics that if you LIVE by them, you can find success in your small business and your marketing activities.

1.  There will always be an offer or offers
2.  There will be a reason to respond right now
3.  You will give clear instructions
4.  There will be tracking, measurement and accountability
5.  Any brand building that occurs will be a happy by-product of your marketing
6.  There will be follow-up
7.  There will be strong copy
8.  It will look like “mail order” advertising
9.  Results rule.  PERIOD.
10. You will be a tough minded disciplinarian and put your business on a strict direct marketing diet

In my book No B.S. Direct Marketing I tackle each rule in depth.  I once wrote an entire book on breaking the rules and generally speaking I think rules are for other, ordinary mortals-certainly not for me, and not for you, either, if you are a true entrepreneur.  So you’ll chafe at rules here just as I would.  However, when you are attempting to undo bad habits and replace them with new ones, some hard-and-fast rules are necessary, temporarily.

Once you fully understand these and have lived with them for a reasonable length of time, then feel free to experiment if you wish.  But get good at coloring inside the lines before ignoring them altogether.

Looking for more insider tips to successful marketing?  Sign up today for a FREE two-membership to the No B.S. Marketing Letter and you’ll also receive $633.91 in money-making marketing strategies sent to your door.  Click here now.

In my book, No B.S. Direct Marketing, (which retails for $12.35 plus shipping and handling at bookstores across the country) you not only discover the details of each of these ten money-making rules in great depth but also…

…Discover the four brain dead direct marketing mistakes that almost all businesses make (this could be costing you thousands without even knowing it).

…Use the proven power of the “results triangle” to ensure that every single campaign you put together is a big winner – a BLUEPRINT that literally switches you from hit-and-miss to a system that irresistibly attracts a steady stream of buyers.

…Go behind the scenes and cash in on the undisclosed, off-the-record strategies of today’s top DIY marketers.

…Send referrals through the roof with a simple technique that will have your customers begging to send you their friends and family.

…And much, much more besides!

And right now GKIC is making this available to you for free.  We’ll almost free I suppose since all we’re asking you is to contribute to the shipping and handling by chipping in $4.95.  Click here to get your free copy now.

Four Questions The Book Of The Month Club Founder Used To Strengthen His Marketing

By: Dan Kennedy on: October 22nd, 2014 4 Comments

Direct Response Advertising Executive Maxwell Sackheim was a creative thinker that challenged every ad to ensure he would get the best results possible.

His success is a significant example of what can be generated when you build on your successes and strive to make your ads the best they can be.

Max was a founder of the Book-of-the-Month Club, the nation’s first direct-mail book club.

Book-of-the-Month Club, which offered a new book to members each month, originated from a product Max and his partner Harry Scherman developed called the Little Leather Library.  The first prototype was originally bound in real leather and included with Whitman’s Chocolates, then later sold for a dime a volume at Woolworth’s Department Store.

Advertised in national magazines and available through mail order, the Little Leather Library offered a set of 30 imitation leather-bound books at a price of $2.98.

Woolworth’s sold a million books per year. Using the words, “SEND NO MONEY!” in the headline, between 35 and 40 million volumes were sold by mail.

Max also wrote the famous headline “Do you make these mistakes in English?” for Sherman Cody’s mail order English course. The ad ran for 40 years.

Yes, getting your copy right can produce results like that. So it’s worth your time to work at it. Testing, word choice, and challenging yourself to come up with better or different offers can make HUGE differences.

For example, when Max and his partners first formed the Book-of-the-Month Club the business wasn’t doing very well. There were lots of returns and cancellations.

So they created a new plan called the “negative option plan.” At the time this had never been done. Subscribers were automatically billed for the next book unless they affirmatively declined the book by sending a reply to the company by the deadline.

Many companies since have built multi-million dollar fortunes on this idea alone.

What impact would this have had if Max and his partners had not taken the time to think this through?

When creating an ad, Max used the following four tough, good questions…ask these every time you prepare an ad, letter, brochure, etc.:

“#1- Why should anyone read or listen to it?

#2 – Why should anyone believe it?

#3—Why should anyone do anything about it?

#4—Why should it be acted upon immediately?”

Imagine how many times cub copywriters must have left Max’s office, tail between their legs, draft crumpled in hand, after being dared to justify their work with answers to these four questions.  And imagine how much advertising fails simply because it is never challenged with these four questions.

Hopefully the first one is partly answered by the fact that you are target marketing and have crafted a message of strong and specific interest to the prospects you have carefully selected to receive it.

But even beyond this message-to-market-match, you must still earn the recipient’s attention by being able to clearly and quickly enunciate an exciting promise or a provocative challenge or by arousing intense curiosity—or some combination thereof. You dare not assume that because you are sending a letter about golf to known golfers that it will be read. You must provide a reason over and above the affinity to compel readership.

Is your advertising failing more than you think it should? Bad advertising wastes precious marketing dollars. Get our FREE Report on “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!”.

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.

 

 

Still The Best “Big Darn Secret” I Use To Make Serious Money

By: Dan Kennedy on: October 10th, 2014 4 Comments

Words matter.

One of the things many people wonder about is what I do that can possibly justify fees of $18,800 to (more commonly) $100,000 to write an ad, sales letter campaign, video script, TV call to action, etc. The answer is simply that “words matter” and I’ve gotten good at picking and combining words that sell.

I have a little, internal alarm bell that goes off when I hear or see “turn off words” (words that will turn off the reader), so I edit myself as I write. Still, I often spend hours upon hours agonizing over the choice of a few words in a given piece.

It is absolutely true that how you say it is at least as important as what you are saying. This accounts for the success of people in every field.

If you have good marketing systems in place and they aren’t making money for you or if you are experiencing shrinking sales, you should check your copy.

Especially if your marketing worked at one time, but has suddenly dropped off and stopped working. It may be that you just need to resuscitate your ad. All great ads eventually peter out, however it is not always necessary to completely re-do them.

By the way, sometimes copy that isn’t working from day one contains great elements worth hanging on to—elements that do their job.  But the reason the copy isn’t working is because key elements are missing such as an opening paragraph that grabs your reader by the throat and won’t let go or a great offer. You need to know how to identify what’s missing or you may waste a lot of time and money.

You can sell just about anything with great copy. While there are a few isolated cases where great copy hasn’t made a difference, it is rare, and even then the copy still sells, just not profitably.

Not only can you use copy and use sales letters to sell, but you can use them to sell your products and services the way you want to—to sell things on YOUR terms. To make your prospects comply with the way YOU want to do business.

This is a very important principle. Because it is one thing to make money, but it is an entirely other matter to make money the way you want to make money.

Everybody believes that their business is different. That this doesn’t apply to you. That no one else is doing this in your business.  That they aren’t using the written word to sell or that their copy must be acceptable because they are making sales. Maybe it’s “acceptable.” But using better sales copy gives you a competitive edge. Especially when you possess this #1 skill and they don’t.

Darin Garmin was making sales in real estate, but he wasn’t happy with the process and was becoming increasingly frustrated by doing a lot of work only to lose the sale to a competitor.

No one was using sales letters to sell apartment buildings until Darin decided to do it. Not only did he succeed at selling apartment buildings with sales letters, he got the people HE pre-determined were good candidates to respond. Plus, when he did some research, he found that he had moved into a position where 70% of all apartment building transactions go through HIS office. That was NOT the case before he started using sales letters.

It does not matter whether your clients are the CEO or the broom pusher…everybody buys the same way. They all go through the same process. They all go through the same emotions. And if you do not accept that, then you are missing out on the single greatest secret I have to offer.

I made my first money from writing sales copy when I was 17 years old. To this day, it is still the greatest secret to making money I’ve ever discovered.

And I can tell you that there is A LOT of money at stake by not taking your copy more seriously.

From the boiler room to the boardroom, across all demographics, words sell. To believe that your customers are above all this…that they won’t read…or that your words are adequate…or that you can simply hire someone to write them for you without fully understanding whether the words are well-chosen or not… is hopelessly naïve.

For the most part, we MUST use words on paper to do our marketing which means you have to keep this is mind as you choose your words. And if you are hiring someone to choose your words for you, then you better know if it is good, if not great copy you are looking at. Because in today’s market, you simply cannot afford to be adequate.

As a side note, I often hear from business owners that they want to grow their business to millions, but they don’t like to write.

This is like being a pro football player, but never wanting to get hit or a pro basketball player, but never wanting to try the game-winning shot.

Sorry, but the serious money comes from result-getting performances, not just acceptable writing.

Fortunately there is literature about the art and science of selling through writing, so you can learn it, change your attitudes about it, and translate it to ‘selling by media’ and copywriting. I talk about how to do this more here.

Also, GKIC Chief Marketing Officer Dave Dee has put together a sales letter template for you to help you write better copy faster and a special live call with Mike Stodola to get some of your pressing copywriting questions answered. Find out more here.