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Posts Tagged ‘Dan Kennedy’


Elvis May Have Left The Building, But He Still Has Loyal Followers Who Buy

By: Dave Dee on: July 27th, 2014 1 Comment

Sixty years ago this month, in July of 1954, music history was made when the then unknown Elvis Presley recorded the first commercial song of his career.

The song—“That’s All Right (Mama)” set him on a path to superstardom.

In fact, many still consider him to be the undisputed King of Rock and Roll.

Elvis still holds records for “the most Top 40 hits (114), the most Top 10 hits (40) and the most weeks at Number One (80).” (These is for the Pop charts and only in America. He was also a leading artist in American country, R&B, and gospel fields and his chart success in other countries was substantial.)

In fact, in 2004, the Recording Industry Association of America announced that Elvis had become the bestselling solo artist in history.

Twe-e-e-n-t-y-seven years after his death.

Even in death, his stature grows.

Graceland, Elvis’ white columned mansion and estate, has become one of the most visited private homes in America with over 600,000 visitors every year paying anywhere from $15 to $72 to tour the home. And according to Elvis Presley Enterprises is one of the five most visited home tours in the United States, and is the most famous home in America after the White House.

After fans tour Graceland, they are turned loose to shop in the Graceland gift shops.

In 2012, overall Elvis business, including royalties and licensing, totaled $57.3 million.

Search for “Elvis souvenirs” in Google and you’ll get 1,060,000 results. In fact, there are whole businesses created for the sole purpose of selling Elvis items such as “Elvisly Yours” and “Elvis Collectibles.”

Visit Elvis fans’ homes and you’ll find whole shrines built around him—with posters, paintings, collectibles and framed pictures. Some fans even attribute a sacred character to certain objects associated with Elvis. Extreme fans go so far as to collect items from Elvis’ personal life such as toenails and his used water cups.

Fans recount stories of Elvis and re-tell his life story.

Every year there are pilgrimages to Memphis on Elvis’ birthday (January 8th) and the anniversary of his death (August 16th).

The man has a herd of committed followers, that’s for sure.

And while I’d probably apply for a restraining order if someone expressed interest in collecting my toenail clippings for display in their house, can you imagine developing a loyal following like that?

What would that do for your business?

Fans that continue to buy and re-buy your products or re-packaged items and build shrines in their homes of you for the entire world to see—spreading the word about how great you are.

What would that do for your bottom line?

Well we might not be able to get you quite to “Elvis stature,” but we can help you discover how to build a relationship with your customers so that they will want their pictures taken with you and will build mini-shrines at home or in their office.

This is the kind of herd you want to build. Because a herd like that will stay with you forever.

Isn’t that what you want?

So exactly what should you do to build a loyal herd?

Click here to find out now…

Here are four things you can do to build a big, loyal following starting today:

Target the people most likely to benefit from your product or service. When building your list, create offers which your target audience are most likely to receive an IMMEDIATE result. People who have success quickly using your products or services are more likely to trust that they will get results with future purchases from you. This can turn them into hyper-responsive and loyal fans.

Attract your BEST prospects. Who are your ideal clients, customers, or patients? Create a system for attracting these customers and these alone. One mistake I often see is that business owners think they should try and attract as many people as possible. As a result, what happens is you end up with people who are not a good fit for you or are “bad apples” that talk bad about your product or service. This only hurts you. Focus on the people who will love what you have to offer and avoid the rest.

Use both offline AND online list-building methods. It’s tempting to rely on online methods only to build your list, but you’ll build a much bigger and better list if you combine both online and offline. Plus you’ll build your list faster.

Invest in relationship building strategies. If you want your list to stick around for years and years and continue buying from you, you’ll want to spend time and money investing in the types of marketing that will build your relationships with your list such as giving them great, relevant, and free content or following up after a purchase to see if they have any questions about how to use their purchase.

***THIS Weekend Only—Through Monday, July 28, 2014***DISCOVER the BEST strategies on the planet and the latest breakthroughs for building RESPONSIVE lists with this treasure chest of list building Gold—that even Elvis himself could have benefited from—by clicking here.

5 Tips For Selling More Of Your Product or Service Using Stories

By: Dave Dee on: July 8th, 2014 1 Comment

“If you can’t tell it, you can’t sell it.”

So says Peter Guber.

Guber is Founder and CEO of Mandalay Entertainment, a business dynamo that spans movies, TV, sports entertainment and digital media.

And I agree!

Guber’s hit films include Batman, Soul Surfer, and Rain Man. He also owns the NBA Golden State Warriors franchise and is co-owner of the Los Angeles Dodgers. He also appears on TV as the weekly entertainment and media analyst for Fox Business News, to name but a few of his accomplishments.

How does one person accomplish so much? Peter Guber says he has long relied on purposeful storytelling to motivate, win over, shape, engage, and sell.

He also says that what started as a knack for telling stories in the entertainment industry spilled over and evolved into a set of principles to achieve other goals.

This isn’t the first you’ve heard of the importance of storytelling. Dan Kennedy has long championed the idea that “stories sell.” They can help you capture your customer’s attention and sell your existing products and services better. They can build your reputation. They can engage your customers and turn them into loyal, raving fans. And much more.

And one more way to look at stories—they can serve as your inspiration for a product you create to sell.

Let me show you what I mean.

Here at GKIC, when we hear the same questions over and over from people about a particular topic, we know there is interest in that topic.

For example one area we get a lot of questions about is how to write persuasive copy that sells.

Why do we get a lot of questions about that? Because we have a story to tell about it. (Namely that Dan Kennedy, myself and our team of GKIC copywriters have all created persuasive copy that has sold millions and millions and millions of dollars’ worth of products and services.) This makes our story more valuable.

Therefore, knowing we have a valuable story to tell becomes the inspiration to create an information product to sell.

Here are five tips for finding your story that sells:

1)      Assess. What are the stories you tell over and over again? Do people always ask you about how you get so many customers? Or how you got your start in the business? Or how you are able to raise ten kids and stay sane?

If you are asked the same questions over and over, then chances are people are curious about how you did something and this could be a good indication of “your story” that will sell.

2)      Ask questions and dig deep. Often times, you have a GREAT story, you just don’t know it. Because it’s your life, it may seem boring or irrelevant, but to others, it’s “the” thing that hooks them.

This is frequently revealed when you dig deep and look for a “story behind the story”—much like the greatest journalists of our time do. Journalists find stories by using this technique and accomplish it by asking a lot of questions and assembling facts. In doing this, they often uncover the most intriguing nuggets and reveal the most fascinating part of the story.

What are the details of your story? Are there details you don’t tell very often (because people don’t know to ask you about them,) but when you do, they are riveted? This is the story behind the story.  Tip: You know you are on to something when revealing some details spawn many more questions.

This can also be the most painful part of your life. A great place to look for examples of this are in weight loss stories or rags to riches stories—where the writer describes in great detail hitting rock bottom and the secret that brought them huge success.

3)      Ask what big problems you have solved. Do you have a great story about how you solved a big or common problem? If you have more than one, select the story that best solves the problem and/or choose the problem you can best solve in relation to your prospective competition.

For example, let’s say you can solve the problem of attracting new, high quality customers and you can solve the problem of closing the sale. You are really good at both, however your competition is only good at attracting new customers. In this case, you might want to focus on your story of how you can help people close the sale better.

4)      Make a list of what makes you feel happy, strong and energized. When you find what makes you feel the most energized, often therein lies your story. You’ll discover not only the thing you are best at, but in relaying your story, you will have more enthusiasm which often translates to making more sales.

5)      Ask your closest friends and most trusted business associates what they think your best at.  If you still can’t figure out what your story is and how to turn that into a product, ask your most trusted advisors and business associates for feedback. Ask them their opinion of what you have to offer that is unique and what they think you do best. Ask them for stories or examples where they witnessed you at your best.

So my final question is—What’s YOUR story? Like Peter Guber and Dan Kennedy –when you find that, you’ll most likely discover an information marketing product (or two or three…) that is worth creating.

NOTE: If you want to hear more about how Peter Guber’s set of principles that anyone can use to tell stories to accomplish their goals, then you won’t want to miss Info-SUMMIT.  Not only will you get the chance to meet Peter in person and get your picture taken with him, but you’ll also be there when he reveals his techniques for:

  • Capturing your customer’s attention first, fast and foremost
  • Building your tell around “what’s in it for them”
  • How to create purposeful stories that can serve as powerful calls to action for your business and products.

For more information or to reserve your seat, visit www.gkic.com/infosummit. But hurry—your chance to save up to $1900 is running out and seats are limited.

Dan Kennedy on the 4th of July

By: Dan Kennedy on: July 4th, 2014 22 Comments

I have a few thoughts, germane to what we are supposed to be celebrating on July 4th.

Judge Napolitano: “The reverence we once held for privacy – and private rights with it – is virtually gone.”

This is the sea change in America that will, at some point, be most regretted. We once closed our drapes. On Memorial Day, some nitwit actress, famous but not known to me, tweeted that, at 10 A.M., she had already peed in two different Starbucks’ bathrooms. Apparently quite an accomplishment for the young lady. And this was reported by TV news media. Generations younger than mine, plus people of my age who should have better sense, are trading privacy for living their own little reality TV shows, plastering everything all over social media, tweeting about their eating and peeing and screwing. Police security cameras in the streets are welcomed. The ownership of unmanned drones by local police departments has not sparked outcry. The daily demonstrations that information transmitted online is easily hacked and stolen – whether our most important military secrets or Bobby’s online banking – is not discouraging people, companies or the government from this foolishness. The IRS used as a political intimidation and hit squad against conservative groups, their organizers, and their donors would have led to immediate resignations and firings, a special prosecutor, a presidential impeachment a decade ago; now it gets a shrug. Large numbers of college students actually signed a giant thank-you card for the IRS, thanking them for cracking down on the Tea Party. They do not know the chief lesson of history: anytime you let Them come for others, it is only a matter of time before They come for you.  Back to social media: the collective narcissism of this knows no bounds. It is possible only because shame is a thing of the past. But worse, because, as the good judge said, our reverence for privacy is lost.

It is a denigration of what it means to have friends and to be a friend. It is an illusion. And it is a giant time suck. It is even, actually dangerous: burglars, kidnappers, child predators, identity thieves, etc. love social media. It is one thing to do some of this in a calculated and controlled way, to a target audience, for profit, or if a mainstream celebrity paid for your celebrity, by necessity. It is another thing altogether for an entire society, an entire population to trade privacy for fake fame, for a delusion of self-importance. Respect and prominence by achievement is, for many, an unknown path. Instead, they know both casual and extreme self-promotion despite having no accomplishment and no worthy activity to promote. Peeing in two different restrooms before noon should suffice.

All sacrifice of the individual is inter-woven. The home as castle. What is earned, saved, accumulated, wisely stewarded yours, and yours to do with as you see fit. Your business run by your rules.  Your health a matter only for you and your chosen doctor. Decisions about parenting, yours. Every one of these fundamental rights is now being challenged, assaulted, criticized, ridiculed, ripped asunder and worst of all, voluntarily, even eagerly abdicated. Obama has said that individual rights “must be balanced with the collective needs of society” – a kissing cousin to the statement “from each man, according to his ability, to each man, according to his need.” In a poll, college students attributed that to Thomas Jefferson. It belongs to Karl Marx.  No, Mr. President, the American idea has always been that individual rights are sacrosanct.  Make no mistake: he has enunciated, with carefully chosen words, a position he believes and that a growing number are willing to accept. The hairs on the back of their neck do not rise the instant they hear such a thing said.  He isn’t alone. His re-making of what it means to be an American is a chorus, not a solo performance. And ignorant, foolish, lazy masses are applauding.

Home as castle. Contrast this with warrant-less, no-knock searches, warrant-less wire taps, expansion of eminent domain confiscations, unmanned drone surveillance. Your business run by your rules. Bloomberg telling you the maximum number of ounces of Coca-Cola you may sell in one cup – although not capping the maximum size of a beer or milkshake. Obamacare dictating what employee perks you must provide. Your health – Obamacare inserts federal boards and panels, even the IRS. Parenting: at a major city’s public school system, e-mail accounts were established for students as young as 8, with no parental notification, and when a parent strenuously objected, he was told he has no say in the matter. Morning-after abortion pill sold over the counter, no prescription, no parental rights.  Hillary’s “it takes a village” morphed into “the village NOT the parent”, a Communist and Fascist approach. On MSNBC, the socialist network, Mellissa Harris-Perry, their Saturday propagandist, stated that it was time we force parents to give up the out-dated notion that ‘Father knows best’ or that they own their children, and recognize that other wiser, more educated, more qualified people, as a collective group, need to control the development of America’s children. They are not yours. They are America’s. They belong to the collective.  She said it. The backlash was infinitesimal.

The war against the individual and individual rights is well underway.

You cannot pick and choose these things as if on a cafeteria line. You can’t be for heavy-handed gun control or smoking bans and against monitoring of your e-mails or Obamacare-dictated employee perks.  You are either for or against the individual. You are either for or against collectivism. If you stop drawing your drapes, you’ll soon have no door, then, soon, no walls to call your own. Each and every thing, whether you are personally, presently affected by it or not, must be viewed through the prism of: does this strengthen or weaken the individual, the concept of the individual, the rights of the individual?

We only have a Republic if we will keep it, and we are letting it be taken away at an accelerated pace.

So let’s get personal. You can at least make a decision to, yourself, be independent, self-sustaining, to be a guardian of yours and your family’s privacy to the greatest extent possible, to hold at-home classes and make your young ‘uns learn the differences between evil collectivism and the true American Way. Make them read and discuss Animal Farm. Atlas Shrugged.  You can resist a lot of the intrusiveness and surrendering of privacy. I am not even connected to the internet, thus no online banking, no social media, no distractions from productive work. If I had kids, they would have severely restricted and closely supervised computer use and internet access and they damn sure would not have I-pads or cell-phones: 2-way portals to sewage and hazard.

And you can busy yourself getting so rich you can make a lot of your own rules. It is damnably hard to defend yourself against the collectivism assault if you are poor or just barely making it. That is somewhat like my experiences with severe winter when young; my cars had bald tires, I lacked good winter clothing – one winter, my father and I shared one coat, I was ill-equipped to exercise any control. I don’t mind those same winters now at all. I have a lot of money. I have a proper 4-wheel drive, heavy, able vehicle with the right tires, good and even high-tech apparel and gloves, and if I choose not to leave my house for days on end, I have no need; I can make whatever of the world I need journey to me. You can buy some privacy. You can buy better security for your homes, property, family.  You can buy quite a bit of autonomy. You can buy better quality advice and assistance, deal with a private banker instead of clerks, a top-notch CPA instead of an ordinary accountant, a top-flight personal, concierge car mechanic instead of the dolts at the Goodyear store, a real clothier. You can travel by private jet and avoid the crowds sick with colds and flu, the maddening lines, the TSA groping, the delays, the lies, the wasted time. You can live where you choose. These are all things you can buy with sufficient money. You can also buy better, less toxic food. You can have special access to top-notch health care, as a donor to the right hospital. You can buy influence.

On Father’s Day, Carla gave me a card made to look like a little plaque, gold letters engraved on a black background, that reads: Awarded For Excellence In Avoiding Home Improvement Projects. I don’t even change light bulbs. I have a guy for that.

It is arguable that you should not be able to buy so much of this, when others are deprived of it simply because they lack money. How unfair! But even the luxury of such thinking is best bought. That’s why there are a lot of super-rich liberals; they got that way after “getting theirs”. They can now afford the luxury of liberalism, and can even dare advocate re-distribution and egalitarianism and even collectivism, knowing they are beyond its reach. This was Carnegie late in life; it is Gates and Buffet now. I have sometimes been labeled as ‘The Professor of Harsh Reality.’ This is harsh reality: living with autonomy, independence and imperfect but the best possible security is bought and paid for with money. It is unavailable otherwise.

Money changes much. My friend Joan Rivers extolled the wonderfulness of living in Manhattan to me. I said: you don’t live in Manhattan.  You live in your over-size, luxury penthouse, with a servant and an assistant, everything brought to you, your refrigerator stocked for you, your building secured, and when you leave, you walk only six steps outdoors, from door to limo, you don’t hunt for a parking spot or brave the subway, your limo lets you out at the door of restaurant or Bergdorf’s – where you have a private shopper waiting, your limo takes you to your waiting plane. You live in Joan Rivers’ World. Not in Manhattan. I also said: and I’m happy for you, that you do. You fought for it, you earned it, you earn it. Like the Republic is ours if we will keep it, this is hers, mine or yours if she, I or you will keep it for ourselves.

Getting rich enough to buy and own autonomy, independence and a good measure of security rarely happens by accident. It is a decided upon purpose about how you want to live and how you want to live differently, by your own rules, and what it will cost to do so. I recommend, as a mini-course, reading the little book, The Narrow Road by Felix Dennis. It’s full of harsh reality about this.

This is the best advice I have. I am grateful it was hammered into my head. You cannot control your own life and live as you choose unless and until you have the money to buy that control, keep buying it, and be virtually unconcerned with and uncompromising about the cost. Money buys choices. The less money you have, the fewer choices you have, the less control you can assert, and the more vulnerable and in peril you are.  If you are poor, you must buy whatever soup is on sale and you’ve found a coupon for. You probably aren’t poor. But if you are not in a position of true financial autonomy, then the analogy applies. Flying your “Don’t Tread On Me” flag is actually an expensive proposition.

So, a few quick commercials. First, dig in, apply all you get from me and GKIC, implement with a sense of urgency. You may not have time to get rich slow and ploddingly. The walls are closing in. It is getting harder and harder, the ways in which income is stolen from you before it can be converted to wealth are multiplying. There is no reason to fantasize this trend will reverse. Speed is of the essence. Figure out your ‘number’, set a schedule up for its attainment, put yourself under pressure, work aggressively and assiduously to get there sooner, not later, and certainly not “whenever.”  Second, expand your income sources – don’t just run harder and faster on the one wheel you run in. To that end, I will “plug” the upcoming GKIC INFO-Summit.

This is a very, very real portal to expansion of income sources; to leverage of know-how and experience. People FREQUENTLY discover ways to QUICKLY create one or more incomes of 5-figure, 6-figure and even 7-figure worth attached to or outside of, in addition to their present income(s) from their present business(es) at these annual Summits. Such results are not the rare, freakish things that require four paragraphs of “not typical” disclaimer copy in 4-point type. They are typical. But the INFO-Summit comes but once a year and you can’t afford to let an entire year pass by. Go register now.

What separated and distinguished this nation from the one it broke free of, and from all others, was the value placed on and the commitment to individual autonomy. This “least likely to succeed” country was built by people who held that as an ideal. This may have slipped the societal mind. But it need not slip yours. You can commit to personal independence, pursue it, and still have it. I think it’s harder to come by and harder to keep, but it is still within reach.

Are You Using This Free Potent Persuasion Technique

By: Dave Dee on: July 1st, 2014 3 Comments

Ahhh. Summer. Traveling. Baseball. Outdoor concerts and events…

As I was exploring my options for this Friday’s Fourth of July festivities, I became even more keenly aware of what a potent persuasion technique the use of social proof is.

As you know, many people turn to the web, and/or their smartphones to explore their choices when traveling, dining out, making plans to go out or just about anything they plan to spend time and money on.

This is good news for small business owners.

It allows you more opportunities to sell your products, services and events—even extend your reach further around the world should you choose to.

However, this also gives a stronger voice to the consumer. It used to be that whether you were happy with your service, or wanted to make a complaint, you had to write a letter or make a phone call.  The consumer might also tell a friend, family or neighbor about their experience too. But usually not more than a couple of handfuls of people would hear about it.

Now-a-days your customers can share their story about an experience by leaving a review of your product or service immediately online –where the whole world can see what they have to say. In fact, next to nearly everything you search for online, you’ll find “customer reviews” telling you what other people think of whatever product, service or event you are searching for.

Want to find a resort to stay in for your vacation get-a-way? You’ll see what customers had to say about the resort. And I don’t think I’m going out on a limb by saying that you’ll consider what they have to say before you reserve your room.

Want to choose a restaurant near where you are, you might check out what people have to say on Yelp.

Everything from restaurants to dental care to products we buy have customer reviews.

This increased consumer power can be good or bad. When they aren’t happy with the service and/or product they can let the world know. On the flip side, if they are happy, they can also let everyone know by leaving a review, tweeting about it, posting photos on Facebook, blogging about it and more.

Making this even more important is the fact that  consumers trust their fellow consumers more than they trust professional critics.

According to market research by Weber Shandwick, 88% of consumers say they still consult consumer reviews even when they are “somewhat” or “very knowledgeable” about their purchase. Furthermore, consumers report that they pay more attention to consumer reviews (77%) than they do to professional critic reviews (only 23%.)

Which means the use of social proof is an even more potent persuasion technique in your marketing and sales process than ever before.

And if you can’t prove something, then don’t say it.

You need an overwhelming quantity and quality of proof to prove that what you’re saying is true too.

So what is “quality proof?” Basically you want testimonials with full names, details, pictures, and precise numbers to back your case.

Six rules for “quality” social proof that will be the most potent persuasive tools:

1)      Include specifics. In Weber Shandwick’s research, it was found that the most influential reviews include certain elements.  For example, they needed to seem fair and reasonable, be well-written, and contain statistics, specifics and technical data when applicable.

2)      You need a lot of proof. If you only have a few testimonials, don’t put them on a page that looks like there is space left over. Put them on a small piece of paper (or website) so it looks like you really had to cram them in.

3)      Let your consumers answer objections.  You want to have testimonials that answer objections and questions that your prospect typically has.  Many times your best customers, clients and patients will come to your defense and as Dan Kennedy says “What others say about you in 1000x more powerful than anything you say about yourself”

4)      Round up a sampling of informative reviews on your website. Simplify the process for consumers and reduce the likelihood of them being lured to your competitor’s website by including a sampling of consumer reviews on your website. By including the information consumers seek when making buying decisions, you’ll make it easier for them—and quite frankly more persuasive for you.

5)      Keep your reviews and testimonials authentic. Publically announce a policy that prevents employees from commenting or leaving reviews about your product or service.

6)      Encourage customers to review your products and services. Dedicate resources to getting customers to review your products and services and ask for testimonials.  While you can’t directly influence user reviews, you can encourage people to give reviews. Then pick those with the most potential to have the biggest impact and post them to our website, social networks, and so on.  If you sell products online you probably have the e-mail address of buyers…after a few weeks send them an e-mail asking for them to review your product with a link.  If you sell through a retail location, simply give them a card on their way out that has review instructions and on the other side give them some kind of offer for returning or referring others to your business.

Also, ask for written testimonials. When asking for testimonials from your customers and clients, ask questions that will help guide them to give you specific answers. You might also ask questions such as “What were your doubts about trying our product?” and “What specifically do you like best about our service?”

Bottom line: The more proof you have, the easier selling will be and the more money you will make.

Happening Now: Direct Response Marketer and Product Launch Guru Jeff Walker just released his first-ever book on Amazon, and it’s already a legit bestseller. And now he’s stacking the bonuses on to keep it at the top of the charts.

If you don’t know Jeff, he literally created the online product launch… and he’s been training thousands of people to do those launches for ten years. In fact, his clients have done over $500 million in launches.

If there’s one thing he knows how to do, it’s put together a crazy launch offer – and that’s exactly what he’s done. If you get his book on Amazon.com, he’ll flat-out GIVE you $291.00 in bonuses.  To check it out simply click here.

 

How Do You Figure Out What Information To Sell?

By: Dan Kennedy on: June 26th, 2014 7 Comments

I’ve spent over 40 years as a serial entrepreneur and encourager of other entrepreneurs. I think all persons should be in business for themselves—at the very least working after-hours from their day job.

I also believe that every entrepreneur should look at expanding their business by adding info-marketing. I know of no other business that can provide a similar type of income and security. Never before has it been as easy, fast and inexpensive to start a business. Especially as a moonlighter.

My entire first decade (and then some) of starting and growing businesses was done without websites, without email, without fax, and even without FedEx.

It was much costlier, more cumbersome, and slower to test ideas, acquire customers, and communicate with customers. And many of my businesses were limited to local geography rather than today’s instant global reach.

Technology, resources and even more important, the savvy strategies available today make it possible for an individual in his basement to sell products into the remotest nooks and crannies across all time zones instantaneously.

The advantage from large and established entities and the barrier of high start-up capital has been removed, nearly leveling the playing field for all.

You should not underestimate the life-changing opportunity that info-marketing can provide you.

Nor should you let it slip away through procrastination, complacency, self-doubts or busyness.

There is a huge demand for information. In fact, it doesn’t take a survey to determine that the majority of searches are for information. People want to know how to do things and they want to know now.

If you know people are searching for information, then it might make sense to you that some of those people are willing to pay for it. So why shouldn’t they pay you for it?

Chances are better than good that you are already providing information to someone about something you know about. (And chances are you are giving it away free when people would gladly give you money for it.)

It could be about a hobby you enjoy such as gardening, taking photographs or traveling. It could be about your existing business—for example, how to get started in your business or how to use your products.

Figuring out what information you should sell seems to stump many people even though it is probably right under their nose.

So to make it easier, here are a few questions to help you come up with a list of possibilities:

  • What do people continually ask you about?
  • Do you have special training or knowledge that others would like to know?
  • What are your special skills or abilities?
  • What hobbies to you enjoy the most?
  • Have you been successful in your business or career where others have failed to do so?
  • What subjects do you enjoy studying and learning about most?
  • Have you ever experienced a set-back that you’ve been able to overcome?
  • Do you have potential collateral material that others would find useful such as your marketing materials or business forms?

If you are still struggling, ask your friends and family members to give their answers to these questions about you.

It’s important that you list all your ideas without worrying about whether or not they are any good. One of the biggest mistakes I see is that people tend to undervalue what they do well. So don’t discount what you know or eliminate your ideas or sell yourself short. Just get some project ideas down and evaluate them later.

If there’s a market for your idea, you can sell your information to that market. Info-marketing is formulaic which means all you need once you have an idea is to test it and to plug into the info-marketing model that is right for you.

Info-products such as books, e-books, reports, newsletters, recorded interviews, speeches, webinars, etc. that can be delivered via download or through the mail are but a few examples of how to make money from info-marketing.

But they are good examples of products that depending on how you decide to set up your info-marketing business, once you put systems in place, you can deliver this information with a click of a button, which means there is no personal involvement on your part. In fact, you can set up systems to handle everything on complete auto-pilot.

No other business or business activity offers the kinds of profit margins, yield to capital ratios, speed of progress, ability to automate to make maximum money from minimum time. None. Nada. Zip. Can you really afford to ignore this? Especially in this economy?

I have forty years of experience that says you can do this. I’m also sure you most likely have knowledge that people are willing to pay you for.  The question isn’t whether or not you should, it’s how long are you going keep passing up on the info-marketing path that can create a life-altering new, second income or, actually, incomes, plural, in very short order?

NOTE: If you are just getting started in Info-Marketing, the day before this year’s annual Info-SUMMIT I’m conducting a special 90 in 90 Fast Start seminar just for those new to info-marketing. During this ONE-TIME-ONLY event, I’ll show you:

  • Five different “plans” with examples and case histories of Fast Start Info-Businesses.
  • How to go from Zero to $90,000 in 90 Days using any one of the five plans.
  • Three ways I started different info-businesses from zero and made them successful (by the way, all three are perfectly useable now.)
  • How to enter a market and align yourself with it.

Come find out about this amazing opportunity and get an complete insider’s look at how you can get in on the biggest payday opportunities in info-marketing.

Isn’t it worth at least exploring? With these approaches, it is IMPOSSIBLE to be, “Too Busy” to fast-start a wonderfully profitable info-business.  Get all the details, click here now.

 

What Actually Drives Success?

By: Dan Kennedy on: June 10th, 2014 6 Comments

On April 22, Peter Guber was interviewed on Fox Financial’s After The Bell show. Peter, you know, is the author of Tell To Win, an entertainment industry expert, movie producer and mogul, and a sports entrepreneur – his group owns the L.A. Dodgers (MLB) and the Golden State Warriors (NBA). He is speaking at the GKIC Info-Summit* this year, and I believe he is an Absolute Must-See & Hear Speaker. He knows what he’s doing, by the way. The Dodgers were a mess when he got them, and L.A, has never really been a baseball town in the way New York or Beantown or the Midwest cities are. But this past year, the Dodgers sold out all 81 home games – in a year when most ballparks had as many empty seats as full ones. Of course, I live in Cleveland, where, sadly, we have no professional sports teams. The Indians couldn’t even sell out their home opener this year or the games during their brief flirtation with play-offs last season.

Anyway, here, I want to talk about something that Peter Guber is doing, different but not apart from storytelling, selling stories, or filling seats at ballparks or movie theaters. He and his group are building, for the Golden State Warriors, the first 100% private investor  funded, brand new arena in this country in decades, within a privately funded sports and entertainment venues complex, on the San Francisco Bay, on land they acquired with their own money.  Raising the Warriors’ seat capacity from 14,000 to 18,000 seats, incidentally. Note that just as L.A. isn’t a real baseball town, S.F. isn’t a basketball town in the way Boston or L.A. is.

This is the way all sports facilities should be funded. Why should rich sports team owners get their business facilities bought, built and even maintained for them with taxpayer dollars when you and I pay for ours out of our own incomes and savings?  It’s ridiculous. Further, the owners get all this ‘corporate welfare’ by extortion. They should be in prison, where they could get to know many of their thug players, intimately. I can assure you, Mr. Guber could certainly have pointed a gun at the Bay Area’s taxpayers and demanded they buy land, build a megalopolis for his team, and commit to caring for it for 20 years and if they balked, stick up some other city that would rush to acquiesce. But he didn’t.  Consider this in contrast, say, to Mr. Buffet and his ceaseless, deceptive whining about his secretary being in a higher tax bracket than he, or Mr. Obama chest-beating about income inequality and economic injustice, while he winds up paying just 20% federal tax on his $500,000 brought in – no law prohibits Buffet or Obama from voluntarily paying more. It’s easy to posture and lip off and be a blowhard and a bullshitter.  It has to be hard to turn your back on free money to be had, and voluntarily, privately finance and own your sports team’s Taj Mahal. This is called: putting your money where your mouth is. Or: integrity.

This is a magnificent example of (a) applied personal and corporate responsibility, (b) self-reliance, and (c) bold entrepreneurial vision and success thinking – confidence that extremely valuable assets are being created so better to own them than have them supplied. It should inspire questions about your own, personal and business behavior, as well as about public policy and politics – and there are two vital elections coming up, possibly the last, best chances of dragging this nation back from the abyss of all-consuming socialism, represented by con artists like President Obama, Senator Elizabeth Warren (a very dangerous woman – one Ayn Rand would revile), and to slightly lesser degrees, Hillary Clinton, most of the U.S. Senate, and Jeb Bush.  To your own behavior, the litmus test is excruciatingly simple: am I looking outward, for someone else to solve my problems, subsidize my existence, gift me largesse confiscated from others or otherwise raise me up or am I self-reliant and personally responsible?  This is stark one or the other. No gray.

When I said Guber’s leadership decisions and bold actions in this case stand apart from his telling and selling of Story, that’s true but also false. You can – and should – see all of this within context of the narrative he has brilliantly created and put forward for himself, The Story of Peter Guber. There is also a story line he wants for his teams. In his interview, he said “The best business plan is culture.”  Sure, X’s and O’s and dollars and cents matter, but they never drive success. They never propel.  He wants there to be an us against the world, in this together, “they all laughed until”,  up by our own bootstraps, winner (not dependent or co-dependant) culture enveloping proud fans, resilient coaches and players, responsible executives. This is a very powerful premise. Lots of executives yak about corporate culture. Many are idiotically creating welfare-dependency cultures, dispatching buses to bring their lil’ darlings to work, feeding them, getting their dry cleaning done for them, babying them – which, incidentally, the IRS has woken up to and is making noises about taxing. Be interesting to see how the Silicon Valley Millennial Workers like their cereal bar and chair massages when they get a #1099 for the retail value. Anyway, it’s just as easy to talk about culture as it is to talk about income injustice. Talk, as the saying goes, is dirt cheap. But what you see if you observe Guber is someone actually committed to creating and fostering a deliberately designed culture for insiders and customers alike. This is an entrepreneur and CEO to be congratulated and celebrated, and who is worth modeling.

One other thing from this interview. Guber was asked if he thought that the Dodgers or the Warriors or both had now “turned a corner” and would continue progressing and succeeding, essentially, on their own. He answered that in his businesses there are no corners. He said it’s a big circle and the minute you take your foot off the gas pedal, you stall, and slip backward down the curve – like a tiny, lightweight car on a steep, icy hill. So few businesspeople understand this. Real entrepreneurs do.

This is a reason you must keep acquiring and processing new and additional information, ideas and know-how, seeking and finding key vendors and supporters, being inspired, motivated and creatively challenged, associating and fraternizing with aggressive entrepreneurs and marketer, investigating different opportunities – doing anything less; thinking you’ve “learned it” is taking your foot off the gas pedal. This is why we’re here, in this together.

*Registration is now open for the GKIC INFO-Summit, where Peter Guber is the Celebrity-Entrepreneur Featured Speaker. I’ll be talking about culture and narratives, too, within my lead, all new presentation: WWWD – What Would Walt (Disney) Do With Your Information Marketing Business? – for which there is a little sliver of advance look, in the May Issue of The No B.S. INFO-Marketing Letter.  And a broader look in the chapter, The Mouse & The Bunny, in my newest book, No B.S. Guide to Brand-Building by Direct-Response.  Other Info-Summit highlights: presentations by Brian Kurtz on Direct To Consumer Publishing, Robin Robbins on Securing Sponsors & Sponsorship Fees, Dr. Chris Tomshack on Fast Growth, and much more. All the info and early, discount registration is at www.gkic.com/infosummit

Oh, and if you are NOT now engaged in info-marketing, but are curious or intrigued with what opportunities there might be for you, check out my day-before-Summit extra seminar for ‘info-marketing virgins.’ VERY limited seating for this with nearly half already taken. Hurry to www.gkic.com/infosummit.

How To Multiply Customers At Blinding Speed

By: Dave Dee on: June 7th, 2014 No Comments

When I was growing up, my mother would attend Tupperware or Stanley Home Products parties. Well-known companies such as Mary Kay Cosmetics and Pampered Chef still use party-plan selling today very much the same way as in the 1960’s when my mother attended them.

The beauty of this method is that the sales agent leverages the hostess’s family, friends and neighbors list. Invitations are often delivered via phone or personal contact. They encourage guests to extend the invitation to their friends as well.

It’s a great business model and one that a lot of local businesses with happy customers could use, but, more often than not, it never occurs to them.

For instance, a restaurant, winery, bakery, health food store or gourmet food shop could have a customer host an in-home tasting party and sell gift baskets, products or gift cards.

A clothing store could demonstrate different ways to wear pieces together and allow people to try on items of a new clothing collection in the comfort of a customer’s home.

An outdoor kitchen company could do a backyard barbecue in a customer’s newly completed outdoor space and show how to plan your own outdoor kitchen, how to get everything you need on a budget, how to pick the right grill, etc.

The possibilities are endless.

Think it can’t be done? There are companies already doing this.

Take Harley Davidson. They hold “garage parties” for women where they sell motorcycles. During the garage party they teach motorcycling basics, how to pick a bike, how to find the right fitting bike, and more.

When you do events like these with existing customers where there is an emphasis on referral activity you can rapidly increase your customer base.

There are however some key things to keep in mind.

In order to get referrals that are interested in your subject matter, you should help your hostess make a list of people to invite.

Never assume good attendance just because of goodwill. Coach your hostess on how to invite guests and how to have a successful event.  You may want to collect names and addresses and offer to send out invitations through the mail in addition to having your hostess personally contact them.

At events like these, at some point, there is and needs to be a sales presentation and a call to action, whether that is to purchase a product or schedule an appointment with you. So if you aren’t good at selling or feel a little squeamish about the selling part, then you’ll want to invest some time in getting good at it. Just about anybody can get “good enough” to get results, but you can’t take it for granted.

Get people to RSVP, not just show up at the door. You might even have a short sequence of tweets or messages you offer your hostess to get and keep people excited about your event.

Make your event and presentation interesting, exciting, and timely. The number one marketing sin is being boring. You need to generate some buzz around what people are going to discover. Emphasize the promise of benefit or gain—not only for your product or service, but for attending the event.  Make the experience unique and extraordinary.

I’m a big fan of selling one to many, rather than one to one.

I also like getting people physically together, as nothing seems to trump the dynamic results that can be achieved with a good stage presentation and a live audience.

Couple this with getting customers by referral as described here and you have a highly effective way to quickly multiply your customer base.

*What’s Hot at GKIC This Week—Available ONLY through June 9, 2014*  If you want even more ways to quickly multiply your customer base with people predisposed to do business with you, then I have good news for you.

I just finished up a half day presentation with Dan Kennedy on how to have a constant stream of referrals flooding your business and I’m extending the offer for you to get that presentation along with the toolkit, examples, transcript, systems and blueprints to moving this into your business.

Referrals that already “know” you through family, friends, neighbors, or business associates buy without hesitation. They buy more. And they are more loyal.

Dan’s Ultimate No B.S. Referral Machine is only available through Monday, June 9th at the current price of $297.  After that is goes up by $100 which will still be a no-brainer price for anyone looking to get more business by referral.  ALSO…there are several incredible bonuses included right now that will disappear at Midnight Monday.   You won’t want to miss out on these.  Click here now for all the details.

Five Ways To Get More Referrals

By: Dave Dee on: May 29th, 2014 1 Comment

On Tuesday, Darcy told you about the leak in your business that is causing you to lose customers (and money) without you even realizing it. (If you missed it, you can read Is Your Business Leaking Profits? here.)

A popular response to this is: “Why aren’t I getting referrals?”

The short answer is that you are most likely using networking strategies or salesman techniques that just don’t work. This is completely understandable. It’s what we observe over and over again.

For example, you go to a meeting with a networking opportunity. What do you do? Typically you give your 30-second “commercial” and you exchange business cards, right? I mean that is what we are taught to do.

And sure you’ve learned some good strategies from GKIC so you are more effective than the average person. You know better than to be “one of those annoying salespeople” who just goes around trying to peddle their wares to anybody and everybody. In fact, you know a great deal more. You know how to target your ideal prospect and have an offer on the business card you give out.

So what gives?

Well, there could be a few reasons such as forgetting to ask, focusing on the wrong people, having no systems in place, or putting pressure on customers unknowingly.

Here are five things you can do to increase your referrals.

1)      Focus on the right relationships. It’s impossible to have great relationships with every person you meet. I mean who has the time? That’s why you need to be selective about where you focus your relationship energy.  For example, you wouldn’t spend the same energy on a customer who has only purchased one entry level item from you in the last year as you would a CEO who has purchased your product for every employee at his company.

2)      Put referral mechanisms in place. You already know that you don’t have time to build quality relationships with everyone; however you can put mechanisms in place such as follow up campaigns to help nurture and develop relationships so that you can have more of these quality relationships referring you.

3)      Make people comfortable giving you referrals. One of the most important things to remember is that people don’t like to feel like they are “selling” their friends to you.

Offering an inducement or a bribe in exchange for names not only makes people uncomfortable, but may cause people to question the quality of your goods and services.

Also, some of your customers want to refer you, but don’t know how to approach their friends and family. By giving them easy ways to refer you without making it feel like you are paying them to do so, you will receive more and better referrals.

4)      Ask. If you learn how to properly ask your customers for help, they will enthusiastically help promote your products and services. Because while people don’t ask if you want help promoting your products and services, when giving the chance, they enjoy telling others about things they try and like.

5)      Show appreciation. People like to be appreciated. When you show appreciation properly, people will be pleased, won’t feel guilty and will more willingly refer you the next time you ask. Remember to thank your customers for their help and referrals. Let them know when one of their referrals works out and give them an update on what happened. For example, “the customer you referred, Mrs. Smith, just came in for her first appointment on Tuesday.”

Generating referrals takes a well-designed strategy, a system that reliably operates, and consistent effort to maintain.  But the pay-off is worth it. Referrals are one of the highest probability and most profitable sources of new customers. Eliminate the worn out salesman techniques you use by chance and replace them with purposeful well-designed strategies instead.

NOTE: Join Dan Kennedy and I on June 5th for a Live Broadcast from Cleveland where Dan will reveal his best referral strategies. You’ll discover:

  • How to tap into other opportunities for referrals beyond your clients
  • Examples of stealth ways to get people to refer you when someone is unwilling or unable to refer
  • How to offer incentives without making it seem like a bribe
  • What motivates customers to refer you
  • Multiple systems for getting referrals

This is a FREE LIVE broadcast. However space is limited.  Reserve your spot today by clicking here now.

Is Your Business Leaking Profits?

By: Darcy Juarez on: May 27th, 2014 2 Comments

Drrrrrip…Drrrrrip…Drrrrrip… Drip, drip, drip! My friend first noticed her leak one day during a heavy rain storm.

It appeared in the first floor ceiling of her two-story home.

The next day she called a roofing company who sure enough found some damage to her roof.

But after replacing the roof, the leak returned.

Several return visits from the roofing company, an engineer survey, two holes cut in her ceiling and wall, several plumber visits and a year later, she finally was able to plug her pesky leak once and for all.

The thing is… the leak and the problem existed for many years before it became apparent.

Because while the roof was the culprit for some of the problem, the persistent drip was caused by a design flaw in the original plumbing in her upstairs bathroom.

Businesses have leaks too. In fact, chances are good that you are losing customers (and therefore money) every single day without even realizing it.

Even worse, according to a study conducted by the Goethe University of Frankfurt and the University of Pennsylvania, the type of customers you are losing are “more profitable and loyal than normal customers.” The study found that these customers have “a higher contribution margin, a higher retention rate and were more valuable in both the short and long run.”

Now I’m willing to bet that if I asked you if you wanted more customers, you’d tell me “yes.” Especially when I told you that you could gain better customers who would spend more and be more loyal to you.

So what is this pesky leak? Well there are actually several leaks businesses have, but one of the top leaks that I’m referring to here is the lost opportunity from referrals.

Referrals give you better clients and better margins because they often cost much less to acquire than pursuing a cold lead. Plus because they were referred by someone they trust, there is much less sales resistance. This also gives you the ability to charge premium rates. Plus, because your customers are referring people to your business, you won’t have to rely so heavily on cold new traffic.

So if you don’t have a consistent flow of referrals coming into your business then you have a leak that is costing you thousands of dollars. Put systems in place now to make it easy for your clients, customers or patients to refer you and plug up that expensive leak once and for all.

NOTE: To find out the exact strategies Dan suggests for plugging leaks, click here and get access to a FREE Live Broadcast Dan Kennedy is holding on June 5th in Cleveland.  During this LIVE broadcast, Dan will reveal how to design the perfect system for plugging your leaks. You’ll discover:

  • Why you should do plug your leaks, why most businesses don’t and how to motivate your customers to get on board and help you plug them.
  • What “tools” you need to create the right culture and environment in your business to plug your leaks by your own design instead of by chance.
  • How to design the ideal system for your business (Dan will go through different strategies—including strategies you can start with and implement right away.)
  • And much, much more.

Click here or go to www.gkic.com/referralmachine now

What Business Owners Don’t Know About Price…..

By: Dan Kennedy on: May 17th, 2014 16 Comments

…would fill a shelf full of books.

For starters, they do not understand how elastic price is. Only a small percentage of buyers of anything make a small percentage of their decisions sole or predominately based on cheapest price. If more did, the Yugo’d be the car you see on the road most; no clothing store would exist but Wal-Mart.  One of my favorite stories has to do with a client in the business of helping divorced, frustrated American men meet up with foreign brides. At my urging, he raised the price for his service from $395.00 to $3,995.00 in one leap, with no change whatsoever in the percentage of prospects buying. He’d left millions on the floor in prior years.

Second, they do not understand people buy at different price levels. Yes, obviously, there is a Wal-Mart customer, probably in every category (although it is a big mistake to think Wal-Mart’s chief attraction to its customers is lowest price. It isn’t. It’s more complicated and clever than that. It has more to do with the social and entertainment experience.)  But there is also a Nieman-Marcus customer, in every category. You can get a steak dinner at Dennys, you can get a steak dinner at Mortons. You can sleep at a Marriott Courtyard or a full service Marriott. Or a Ritz Carlton. You pick your own clientele, so if you wish, you can certainly pick those for whom price is low on the totem pole.

Third, they try to compete on price. My preaching on this has been consistent for over 20 years: if you can’t be THE cheapest, there’s no benefit in being almost the cheapest. What kind of ad slogan is that?  No sane single guy goes into a busy bar at Friday happy hour, climbs on a stool and loudly proclaims he’s the 5th best lover there.  If you’re in a commodity business –get out. I mean: reinvent. Find another basis to compete on. One of my clients, who consults with the restaurant industry, just had me write an ad for him featuring one of his students; they own a gourmet pizza take-out and delivery shop, in a small city, where they compete with 127 other pizzerias. 127!  And they are the highest priced of all of them. They do no 2-for-1’s. And they doubled sales and more than doubled profit last year. Key word: gourmet.

Fourth, they pay too much attention to industry norms.  A lot of businesspeople look at what others are charging, the high, the low, and pick some place in between. Pfui. Most selling occurs in a vacuum, and if yours doesn’t, you should alter your entire approach to the marketing that occurs before the sale so it does. Understand that everybody else has arrived at their price decisions through the same foolish process as you might now. It’s price incest, which works like regular incest; over time, everybody gets dumber. Also, there’s ‘price’, then there’s ‘presentation of price’, meaning structuring what you sell, how you package it, how you deliver it differently than everybody else, so you can price it differently, with direct comparison impossible.

Fifth, they live in fear. Any business decision made out of fear is a bad decision. Most business owners needlessly under-price, raise prices too little too late, and ignore opportunities to sell premium priced versions of their products and services entirely out of fear.  Price paid is a result of target market selected, value built, value proposition presented, salesmanship, credibility, celebrity, brand, buying experience and many other factors. It actually has very little to do with objectively measured intrinsic value. If it did, diamonds would command no more than glass or coal.  Because you can control and manipulate all the non-intrinsic factors, you should approach price courageously and creatively. One good way to grow courage is to make yourself very aware of what else your clientele spends money on, and how much it spends. Another is to make yourself aware of really affluent customers’ (or companies’) spending on a variety of goods and services.

I work with a cosmetic dentist who routinely presents cases from $40,000.00 to $70,000.00 and enjoys an 80%+ acceptance rate, practicing in a community where he is the highest priced dentist. I think he’s pretty good dentist. But I seriously doubt he’s 400% better than his competitor down the street, even though his fees are 400% higher. This dramatic difference between intrinsic, objective value and perceived value exists in every business, industry, profession, city and town. There’s always somebody successfully selling at prices or fees dramatically higher than everyone else, with a difference far greater than the objective difference that exists in the quality, competence or delivery. If one can, so can you.

If you really want to discover how you can achieve a higher income, more prestige, greater wealth and more certainty in Your business click here and I’ll tell you a little bit about Powerful Price Positioning.