Posts Tagged ‘superconference’

Three Ways To Increase Leads, Response & Loyalty…

By: Darcy Juarez on: April 8th, 2014 7 Comments

At our GKIC SuperConference last month, I added a picture of three-time NFL Superbowl Champion Emmitt Smith to my celebrity photo collection.

Of course, I’m not the only one who took a photo with Emmitt. Our Diamond Members also had their photo taken with Emmitt.

Darcy Juarez, Marketing Automation Expert of GKIC, the leading provider of information and training for entrepreneurs and Emmitt Smith, three-time NFL Superbowl Champion, entrepreneur and Dancing with the Stars Celebrity.

Darcy Juarez and Emmitt Smith

And while many people would stick this in a photo album or share it with their friends on Facebook, smart entrepreneurs know this is a valuable tool worth way more than the ego boost you get from saying you were rubbing elbows with an NFL great.

In fact, used correctly you can attract more leads, convert more prospects to consumers and even increase loyalty with existing customers, clients and patients.

Here are three ways to take advantage of celebrity photos:

1)    Drive more traffic to your website. Adding your picture to your website with correct tagging will make your website come up as fresh content for people searching for the celebrity you are pictured with. For example, if I put my picture of me with Emmitt on my website and tagged it correctly, anyone searching for Emmitt Smith would potentially find my website.

To do this, use ALT tags. ALT tags are a way to “describe” an image to search engine crawlers.  An ALT tag might read something like, “John Doe, Owner of the #1 rated steak restaurant in Dallas, Champion Steakhouse, with NFL Superbowl Champion Emmitt Smith.”

You can check to see if your images have ALT tags and see if they are accurate on your website with this free online tool.

2)    Grab more attention for your promotions. Use celebrity photos in your newsletter, ads, postcard mailings, sales letters, etc. to grab attention and associate yourself with celebrities.

People are obsessed with celebrities. The fact that they are already thinking about celebrities allows you to use Robert Collier’s copywriting secret of “entering the conversation already occurring in your prospects or customers minds.”

People are drawn to photos of celebrities.  The added curiosity will help get your ad, postcard, etc. into the “A” pile instead of being passed over or thrown into the trash.

Plus, because people draw a connection between you, your product or service and the celebrity, this can increase your credibility and create higher loyalty from consumers.

In addition to placing these photos in your ads and on your website, etc., physically frame these pictures and hang them where your customers can see them.

3)    Immediately elevate your status. The minute you start using pictures of you associated with a celebrity, your status will be elevated in the eyes of many of your customers, clients or patients. Because of people’s fascination with celebrities, they will instantly become more interested in you because you “know” a celebrity.

Think about it. If you are searching for a new chiropractor, which ad would you respond to:

An ad with a picture of a chiropractor with an unknown athlete or the ad with a picture of a chiropractor with Emmitt Smith that says something like “Chiropractor specializing in sports medicine and sought after by professional athletes”?

Always carry a camera with you and be on the lookout for opportunities to take a picture of yourself with a celebrity. These days most cellular phones will do the trick. If you are out somewhere and spot a celebrity ask if you can have a photo with them. Many celebrities will say yes.

Even if you do nothing more than add them to your website or hang them on your wall in your place of business, you will gain attention and elevate your credibility and status which can mean more traffic, more customers and more revenue.

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

Four Ways To Dominate Your Market Using Free Publicity

By: Dave Dee on: March 11th, 2014 4 Comments

Last year at SuperConference℠, one of our most popular sessions was with Paul Hartunian.

A master at publicity and press releases , Paul is the man who actually did sell the Brooklyn Bridge, piece by piece.

Paul taught our attendees how to use press releases to become rich and famous—showing the steps for creating a press release that garners maximum media exposure.

The advantages of the free publicity generated from press releases can be huge.

One of things Paul points out is that a BIG publicity opportunity the equivalent to millions in advertising dollars often starts from small publicity such as a story in a local paper.

You see media outlets like The Tonight Show, Today, USA Today, etc. have staffers that scour small town newspapers and magazines looking for news items that are different or odd. Paul once got a call from Johnny Carson asking him to come on The Tonight Show after seeing a story in a local paper about Paul selling the Brooklyn Bridge.

There is even more you can do with press releases that can give you extreme advantage.

So today, I’ll discuss four of these which I picked up from Michael Taggart.

Michael has trained thousands of marketers both nationally and internationally about effective internet marketing strategies. He is considered by the world’s top marketers to be on the very cutting edge of Local Search Marketing and Mobile Search Optimization as well as one of the foremost underground experts on Search Engine Optimization. (You can catch Michael live and in person at SuperConference℠ 2014’s Bonus Day on state-of-the-art, yet proven direct response marketing techniques using ultra-simple to use technology.)

So what else can you do with press releases?

Michael says:

1)      Dominate a keyword online. You can use press releases to dominate even the most difficult keywords with the most competition, almost immediately.

One of the reasons people use PPC is for the immediate results it delivers. Basically you are paying to get your business on page one and in front of people searching online for your keywords.

But when written correctly, by simply sending a free press release, you can accomplish the same thing.  This means you can get page one ranking without having to pay for an ad. Plus this can be achieved really fast.

To give you an idea of how fast…Michael has been known to pick volunteers from the audience during his speaking engagements and get their name ranked for a keyword in their area of expertise. He does this in record time—LIVE—while people are watching.

2)      Get a better response for your PPC ad. Research shows that when organic listings are present with paid listings, they cause the searcher to click more on the paid listing. Various researches I found said this can as much as triple click-thru rates.

For example, in one test, SEER Interactive found that ad click thru rates rose from 5.56% to 18.06% with the presence of organic listings. Researchers believe this is because searchers see your website listed in both the organic and paid listings makes you seem more credible and encourages them to choose your business over the competition that only has one listing.

3)      Scale down your PPC budget. When you write your press releases so they get ranked on page one of Google, Bing and other search engines, you’ll find you can save money. This is because you won’t need to do as much PPC to get traffic because the press releases will be providing organic exposure for you.  Plus, as stated above, you may experience higher click-thru rates which can lower your costs.

4)      Use it to build your subscriber list. Another trick Michael says you can do is to use the IFrame to do things such as build a subscriber list by offering a free report or insert a way for people to donate to charity, and more. (An IFrame is a document embedded inside another document on a website. This often appears as a column along the right side of the press release where you see ads, etc.)

Press Releases offer one more powerful way to market and promote your business. Not only can they be used to help you gain fame and fortune, but they can help you dominate online so that prospects can more easily find you.

NOTE: To learn how to use Press Releases to get ranked #1 on Google, come to GKIC’s Bonus Day at SuperConference℠. Michael Taggart will be sharing his comprehensive formula for how to use press releases to get to the top of Google during the most explosive SuperConference℠ Bonus Day we’ve ever offered.

Developed through his years of research, Michael will show you how to dominate Google, Bing, Google News, Yahoo and other news and media outlets.

Plus you’ll discover the newest, hottest, ground-breaking direct marketing technology tools available today that even the biggest technophobe can use to maximize success and gain the BIGGEST unfair advantage.

Hosted by Mike Stewart, the world’s #1 expert using online video that generates traffic and sales for REAL businesses, these tools are easy to use and FREE or nearly FREE.

Register NOW by calling 1-800-871-0147 or by going to

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

Dan Kennedy’s Undisclosed Secret to Success

By: Darcy Juarez on: February 27th, 2014 4 Comments

People often wonder exactly how Dan Kennedy has helped transform so many businesses into million-dollar income producers.

Not to mention how many businesses he’s sparked income improvement in. Especially when you look at the wide and diverse range of product and service categories he’s worked with…everything from professional practices such as doctors, dentists, financial advisors and chiropractors to auto repair shops, retail stores and restaurants to info-products, authors, consultants and coaches.

Why do they wonder?  They usually want to know how they can have the same kind of success in their business.

Well, the one thing Dan Kennedy attributes most of his success to is his ability to write persuasive, compelling copy.

And while I agree, I also contend that there is another simple thing Dan does that has greatly impacted the level of his success.

It’s something that anyone can do. But, shockingly…only a very tiny percentage of the population actually does it.

In fact, even after reading this, you’d be surprised at how many people won’t follow this simple advice.

The proof I have that this one simple thing is a big part of Dan’s success formula is that the most successful people I know all do this. And, Dan teaches that this is critical to get things “right.”

In fact, if you want to be successful, I believe you could greatly accelerate the process by following Dan’s example.

What is it that Dan and the upper echelon do that most don’t?

They ask questions.

Sure as an author, coach, consultant, and speaker Dan gets paid to talk and give advice. His written words have earned him millions of dollars and his advice has created over a billion dollars in revenue for those who have followed it.

However, before Dan dispenses advice to a client, GKIC member, or coaching group, he asks questions…

And then he shuts up and focuses all his attention on listening.

In fact, he won’t utter a word of advice until after he’s asked questions.

He also has a long history of seeking out the biggest achievers. Dan surrounds himself with them and always has—even in his earliest days. In the midst of these achievers he’s always asking questions, listening and taking notes.

And you’ll find when you meet him during our big events such as Super Conference℠ and Info-SUMMIT℠ that he doesn’t talk much. You might even describe him as quiet or reserved because he doesn’t go on about how great he is or how he’s accomplished this or that—which he most certainly could do. Instead he tends to listen.

Sure, he offers advice, but only when asked.

When I have business meetings with Dan, he doesn’t barrel in with advice…instead he leads with a question about our results, approach, target audience, goals, etc.

Such a simple formula, yet so many don’t utilize it.

I believe this is due to a couple of reasons.

One, I think people are embarrassed. Somehow we’ve been taught to believe that not knowing the answer to something or asking a question that in our minds isn’t “good enough” will make a negative impression.

Of course, now that you know that the smartest people ask questions, this should no longer apply. But if you are still feeling that way, then asking your question one on one rather than in front of a large group might help your anxiety or embarrassment.

Another reason is that sometimes people feel uncertain about what to ask. While you will get better at this with practice, you might have a list of go-to questions you use. For example, you’ve probably heard Dan say that the wealthiest, most successful people he meets are always asking people what books they are reading.

Before attending a convention, networking or other big event, take the time to jot down three of the biggest challenges you are facing in your business or life. Then frame your questions around these.

For example, let’s say you own a brick and mortar retail store and your number one goal is to raise the amount of your average transaction. When you attend Super Conference℠ you might ask everyone you meet what they are doing to increase transaction amounts with their customers. When you do this, you are bound to find ideas that will work in your business too.

Or perhaps there is something specific you want to learn how to do such as mobile marketing or purchase direct mail lists. You could ask people if they’ve had a successful experience using mobile marketing. If they say yes, then ask if they have advice for someone starting out about what to do or what not to do.

By having a pre-defined list of what you want to know about, you’ll find it much easier to ask questions and get answers to your most pressing concerns.

While you can learn from anyone, you’ll excel the fastest by seeking out and asking questions to the most successful people in the room. And you’ll be a better author, coach, consultant, info-marketer, retailer, professional, etc. when you seek to understand and clarify your client or customer’s problem first through questions before you diagnosis or dispense advice.

So ask questions and listen. Take notes. And then use the answers to accelerate your path to higher success. You might be surprised what a difference this formula makes in your business and life—and what a big advantage you’ll have because so few actually use it.

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

The Quickest Way To Double Your Business Or Professional Practice (Without Spending A Dollar)

By: Dan Kennedy on: February 18th, 2014 3 Comments

Let me ask you a question…

Can you tell me—without guessing…without doing a lot of digging around—how many referrals per active client/customer you averaged during the last 12 months?

It’s a key statistic, yet most people have no grip on it at all.

The quickest way to double your business or professional practice is simply to get each client, customer or patient to give you another one.

Not only will you double your business or practice…

  • It lowers your marketing costs. Often it’s free (or virtually free.)
  • There’s less price resistance. Customers referred to you by satisfied customers come with a certain level of pre-established trust. They are predisposed to buy. And they’ll be less resistant to price than new customers attracted by advertising.
  • You’ll get more referrals. The customer obtained by referral is generally much more likely to refer a new prospect to you than an advertising-generated customer.

To increase your referrals, start with two words: Priority and Accountability.

Priority begins with two statistics you’ll measure. Bringing up the average of your overall referrals is statistic #1. Deriving the maximum number of possible referrals from each client, customer or patient is statistic #2.

These two statistics have to become you and your staff’s highest priority and your primary focus.

You also will need to hold yourself accountable. Each day you should ask:

  • What did I do today?
  • Who did I converse with?
  • How many clients did I talk with today about referrals?

You must hold yourself and your staff accountable. And you even have to hold your clients accountable when they offer to refer someone.

Taking whatever referrals come and being happy with that is lazy and negligent.

Measurement automatically will improve your performance. Just about any experienced athlete will tell you that. Without measurement and accountability, there will be a gradual decline in performance. With measurement and accountability, there will be nothing less than stability and, usually, improvement in performance.

Off and on over the years, I’ve run “Inner Circle Groups.” Members had to send in weekly or bi-weekly statistics and reports. I’ve lost count of the number of times I’ve seen significant improvement in practices solely because of the imposed awareness and reporting of statistics and activities. And most practice management folks will grudgingly admit that having the doctor report to them is as beneficial for the doctor as any advice they give him.

Successful businesses are managed, even micro-managed by statistics.

If that sounds boring or tedious to you, it shouldn’t. This is the only scientific approach to achieving goals and success.

Let’s take an example. Assume you’ve determined that you average one referral for every ten times the doctor actually converses with patients about referrals. And you want ten referrals during the first half of the month. How many patients does the doctor need to talk to?

He needs to speak to 100. Divide this number by 15 days and you get 7 per day. This works out to about one per work hour.

Now, if each hour you monitor yourself and check off that you have conversed with a patient about referring, you will achieve your “big” goal. If you miss one hour, then simply double up the next hour.

If you apply that kind of measurement to every important aspect of your performance and your staff’s performance, you’ll be amazed by the results.

Most businesses could easily increase by 50% to 100% purely and exclusively through installing this kind of measurement—not spending a dollar more on advertising. No big marketing breakthroughs. Just automatic performance improvement through measurement, priority and accountability.

Even if you don’t have any staff to help you, you can use this idea to coach yourself successfully. The question is now, will you implement the actions and disciplines need to achieve this? Or will you cheat yourself out of more business by not really committing to your referral goals?

Next time, Darcy Juarez will show you how to get maximum positive word-of-mouth advertising and referrals.

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

One cool strategy that you can use to make more money now

By: Dave Dee on: January 7th, 2014 3 Comments

Recently I read that the travel website Orbitz is experimenting with a new pricing strategy to boost online sales.

Their plan: Show higher priced hotel offers to Mac computer users.

Why? Their research shows that Mac users’ spending habits are higher than PC users.

Orbitz found that Apple users spend as much as $30 more a night on hotels and are 40%-50% more likely to book a four-or-five-star hotel than PC users. They also found that when Mac and PC users book the same hotel, Mac users tend to stay in more expensive rooms.

Smart strategy. My guess is that they will not only get their Mac customers to respond better, but that these customers will spend even more.

However, most business owners don’t think like that. Many sales people and business owners are more compelled to reduce their prices, often without research or any real marketplace pressure.

It’s unfortunate, because when that happens, business owners are damaging their profitability—and may even lose customers because of it.

Dan Kennedy says, “Your prosperity begins with your price strategy.”

No business owner can haphazardly set prices or change them with no regard for his customers’ abilities and willingness to pay or without regard to competitive factors. But, you can’t let price paranoia or over-optimism about what you think your prospects and customers will pay rule your choices.

If you do, in many cases you’ll be wrong.

Case in point, a business owner I know was a shoe-in for a major project with a Fortune 100 company. Going in as the only referral, he was told the proposal was pretty much just a formality. That protocol required them to get bids. He submitted his proposal feeling confident he would get the business.

When he didn’t win the contract, he inquired why. The company told him that when they saw how low his price was, they thought maybe he wasn’t as good as they were told.

A higher price can reassure your clients, customers and patients that what you offer is high quality and of more value. Likewise, a lower price might be sending the wrong message.

Like Orbitz, it’s always smart to know who your target audience is and what their spending habits are.

So do a bit of research and test prices. You may be surprised to find that pricing your products and services higher will increase response and produce more revenue.

In Dan Kennedy’s No B.S. Price Strategy Book, several case studies are presented to support this.

For example, in one price test, a B2B newsletter tested pricing of $97 versus $127. Many would think that crossing the one hundred dollar line might suppress response. However, in this case, the $127.00 price pulled 11% higher response. The higher response combined with the higher price resulted in 45% more revenue for this company. (Source:

The point is… don’t reduce your prices without any evidence. Always test and re-test frequently to see what the market will bear. And remember, higher prices don’t necessarily mean poorer response. In fact, you might be able to work less and earn more this year, simply by changing your price strategy.

Do you have a story to share about testing your products and services at a higher price? What were the results? Leave a comment below.

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

The Real Secret To Getting Ahead

By: Dave Dee on: December 3rd, 2013 5 Comments

We are only one month away from the New Year.

And I’m receiving your message loud and clear… that you want to achieve your ideal lifestyle with less difficulty, greater clarity and at an accelerated speed.

I get it…

You want a company that runs more efficiently and requires less of your time. You want to work with people you like, doing work you enjoy, where and when you want…

So you can build your dream home…spend more time with your family and friends…travel…and so on…

With less stress, struggle and frustration.

The problem is… if you are like many people I speak with…you know WHAT you want, but aren’t exactly sure how to make it happen.

Maybe you wonder how is it that some people are more successful?

You know the ones I’m talking about…

They make more money and do it with ease. They always seem to get the best clients. They build better businesses. Drive nicer cars. Live in bigger homes. And have the best relationships.

How do people go from nothing to successful?

If you want to get clarity about how to get what you want in your life, here are 8 simple tips for what to focus on so that you can get (and keep) on the right track in 2014.

1)      Identify your strengths. What are your strengths and weaknesses? If you are concentrating on your strengths instead of your weaknesses you will be more successful and better able to clarify your purpose.

2)      Become the best at what you do. Whatever your biggest strength is…be it selling real estate, repairing cars, cooking food…focus on education and actions that help you become the BEST at what you do. Because people pay more for the best, want to work with the best and want to be around the best.

3)      Choose your future. It doesn’t matter what happened in the past, or what is going on right now. Don’t let your past identify you or consume your thoughts. You get to decide what you want your future to be. Your future will be dictated by the actions you take today.

4)      Solve problems fast. Everybody experiences problems, conflicts and challenges. The trick is to not let them fester. As soon as you identify a problem, swoop in and resolve it quickly before it becomes a bigger problem.

5)      Invest in your future. Sometimes we get so caught up in the day to day “stuff” that we don’t make time for our future. Not only do you need to invest in education to build your ideal business and life, but you need to invest time in planning for the future. Make sure to build in time to work on your one year, five year, and ten year goals.

6)      Eliminate negative influences and surround yourself with positive influences instead. You know who and what the negative influences are. They are the things in your life that suck the energy out of you, leave you feeling lazy, resentful, whiny, or bad. Get rid of them. Whether it’s a person or a “thing,” you must eliminate them.

You need an ideal environment before you can build an ideal life, and you’ll never have that as long as these negative influences are in your life. Surround yourself with positive influences—the people and things that make you feel full of life, hope and energy.

7)      Review and re-commit often.  Review not only where you want to go, but the success principles that will get you there. You may be surprised to find that something makes more sense or looks differently when you do.  And in the process you might discover how to execute specific strategies better. Then re-commit to taking action towards and achieving your goals.

8)      Attend workshops, seminars and conferences.  Just like your car needs regular maintenance and cleaning to run the best, we too need maintenance and “cleaning.”  Attend workshops, etc. to refuel and receive “maintenance” from top marketers and business owners who can help get your business running even more efficiently and profitably.

Begin using these 8 tips today and by the beginning of the year, you’ll already have established new habits that will steer you towards your most profitable and successful year…and to the ideal lifestyle you envision and want for yourself.

NOTE: If you want key ideas on how to craft sales and marketing messages that truly resonate with your ideal clients, so you can always attract a flood of clients or customers and frame your products and services as the ONLY viable solution, then Click here now.


Three Ways To Grow Your Business…Effortlessly

By: Darcy Juarez on: May 14th, 2013 5 Comments

“What’s your fascination advantage?”

That’s the big question around the office these days…

You see, attendees at SuperConference were offered the opportunity to take the first science-based personality brand measurement test that measures your “fascination advantage.”

The benefit of taking the test was to learn how you could use what comes naturally to you more effectively…and effortlessly grow your business.

Those of us who took it received a report which shows how our personality is uniquely hardwired to fascinate customers, co-workers, and colleagues.

Everyone here at GKIC took it (even Dan Kennedy.) And now that we have the results, we are working on how we can use more of our “fascination advantages” to be more effective at what we do.

Developed by Sally Hogshead, the best-selling author of Fascinate and the world’s leading expert on fascination, what makes this test different than other personality tests you’ve seen (and perhaps taken) is that instead of measuring how you see the world, this test measures how the world sees you.

Because as Sally points out, your personality is not only what makes you unique and different, but it’s how you add value. Or I should say how you potentially add value. Because if you aren’t using the things people see as strengths in you, you could be hindering your chances of success.

This is an important point.

And while I’ve learned through trial and error to gravitate towards using my strengths, from reading my report, I realized there were areas I wasn’t capitalizing on.

In order to help explain, I’ll use my own report to demonstrate.

When I took the test, I discovered that I’m the personality archetype called “The Vault.”

This means that one of the ways my personality is most likely to add a distinct value is by consistently delivering and being constant in my words and actions.  In other words, I need to be stable, dependable, and reliable.

Now that tends to feel pretty natural to me, however, not everything was so obvious.  Here are three things I learned that will help you grow your business effortlessly…

1) Don’t make the wrong assumptions. One of the things my report revealed was that I watch and review details carefully. Suggesting that I like to use spreadsheets, I thought the test was mistaken, because actually I hate using them.

Of course, despite my dislike for them, I do use them quite a bit. And when I started thinking about how this test reveals how the world sees me and not how I see myself, it made sense.

While I don’t like spreadsheets, others are fascinated by how I use them to successfully manage details.  Which means I can add more value to our clients by revealing more of how I use spread sheets successfully.

Lesson learned:  Don’t assume that others won’t like what you don’t like or that they will like what you like.

2) Stop hindering your own success.  The problem with modeling certain gurus is that you may be trying to be something you’re not. As a result, you might be turning people off.

For example, my report revealed that “passion” is my “dormant communication trigger.” That means that while I feel passionately about certain people and topics, I don’t gush the way people do that have passion as their primary way of communicating. I’m not highly expressive and tend to be more reserved.

So if I tried to mimic someone who had the primary trigger of passion and excessively raved and praised ideas and people, then I would come across as fake.

3) Start using your personality brand to your advantage when managing your team. My report also revealed how I could get the most out of my team by knowing what their fascination advantages were. (Step four of Sally Hogshead’s five step system for amplifying your fascination advantage as exposed in our blog post, “Yes, You’re Fascinating, But Are You Using It To Your Advantage?)

By discovering what my team members’ strengths are, I can help place them in roles where they will be most successful. A person who has the primary trait of “passion” for instance will do better in face-to-face conversations and will perform better if I give her more face time and in-person contact.

This will also help me make better hiring decisions, know how to motivate my employees better and build a better culture which will help grow GKIC over time.

If you want to grow your business more effortlessly, discover how to add value through your personality and start leveraging your fascination advantages today. When you do, you’ll not only feel more comfortable and natural in everything you do, but your business will grow faster and easier than you ever imagined possible.

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

What Tim Tebow Can Teach You About Marketing…

By: Dan Kennedy on: May 9th, 2013 17 Comments

Lately, the recently waived NFL quarterback Tim Tebow has the media discussing where his next job should be.

He’s one of the most talked about players in the NFL. And whether you love him or hate him, you’ve probably talked about him too.

What’s interesting is how this player who has shown less than spectacular results in his NFL career, is one of the most popular players, not only in the NFL, but perhaps in the history of the NFL.

When Tebow arrived in New York, there was plenty of fanfare. There were billboards that welcomed him. Sandwiches were named after him.  And his jersey was one of the top sellers in the league before he even made his first snap in the NFL.

The question is why?

Over the past decade or longer, there certainly have been football players and coaches that have had far more success who never made it to the spotlight…and the money, the way Tebow has.

To prove my point, yesterday a football coach by the name of Larry Kehres stepped down as the head coach of Mount Union college. During his 27 year career, he has coached 359 games.  His record is three games ending in a tie,  24 games ending in a loss, and an incredible 332 games resulting in wins. And he won 11 Division III national championships.

He is the most successful football coach of all time, yet most people have never heard of him.

There is a lesson here if you look for it. What made Tebow into such a media sensation? What has made him one of the most talked about players of all time? And what has kept Kehres relatively abscure and unknown?

He’s an underdog. He’s likeable. He has a personality that is consistent and unwaivering.

One comment from a writer sums it up, “In America we love the story about the little guy. The guy who people believed couldn’t get the job done and then finds his way to do just that, and in dramatic fashion.” And this is what makes Tebow so memorable.

It’s an important point and one that Dave Dee made at SuperConference this past week.

If you tuned in to SuperConference via the web Saturday or were at the event itself, you heard Dave reveal the precise steps to take to dominate your market and transform your business.

You may have missed it when Dave revealed this secret during his presentation…

It came right at the beginning of Dave’s talk when discussing my number one recommendation for client retention – the print newsletter.

During his discussion of newsletters, Dave shared GKIC reader’s favorite part of the No B.S. newsletter.  You love to read the stories and political rants I write at the beginning of the newsletter… about what “pisses me off.” (I believe those are the words Dave used.)

This “reader favorite” is what has allowed me to keep customers hanging around for years.

Here’s the thing. The information you provide your customers won’t keep them for life. But the clue I’ve given you here is what keeps people coming back again and again and gives your business longevity.

In fact, adding a consistent personality to your copy is my number one copywriting secret that most marketers will never know.  It’s provided me with the privilege of keeping  customers for decades.

But it’s not just in your copy where you will benefit from capitalizing on your personality.

If you want to make your products and services more memorable and add longevity to your business, you have to inject it into everything you do.

In Florida there is a deckhand on a ferry boat named BJ Hart. Hart is a real character. He jokes with passengers, salutes people, sings, dances and is in my mind a big reason why the ferry, which is in danger of going under, is still operating. People ride the ferry just to see this guy.

Now I’m not saying you have to be the underdog like Tebow or sing like Hart or go on a political rant like I do, but you do need to develop consistent  interesting character.

Because if you’re going to go to the trouble of getting a customer, you want to keep them for life. And if you don’t inject personality into your business, then you’ll keep customers, clients and patients for maybe a couple of years. But if you want to keep them for life, you better figure out what Tim Tebow already knows—that to be memorable requires personality.

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When Should You Charge And When Should You Give It Away?

By: Darcy Juarez on: May 2nd, 2013 6 Comments

With Mother’s Day approaching, I saw an unusual, but clever gift designed specifically for the stay-at-home mom…

Knowing that many stay-at-home moms feel undervalued, lets you generate a “paycheck” for moms based on the number and age of children, duties, etc.

Although the check isn’t real, it’s designed to elevate the mom’s worth.

Like moms, business owners often have a hard time evaluating their true worth. As a result, sometimes they give things away when they shouldn’t and are hesitant to give things away when it makes sense.

Today, I’m going to address something that every business must consider at some point…and that is when to give things away for free.

It’s a tricky tightrope.  You don’t want to undervalue your work and portray your product or service as having little worth. And, of course, an item that’s given away for free is sometimes viewed by the recipient as having zero value. Another problem is that by giving it away, you might only attract those who want the cheapest thing that might solve their problem. Additionally, you might attract people who take advantage of you.

So the question is when is it okay to give it away and when should you charge?

When it’s okay:

When it helps you build a relationship:You have a product or service that you know will help your clients, customers or patients…if you could only get them to buy it.  If you are trying to get people in the door and start building a relationship with them, and you have backend products and services, you might consider making “an offer they can’t refuse.”

Do this by offering free products or services attached to what you are selling.  For example, let’s say you own a car repair shop and someone comes in for  some repair work or an oil change. You want to keep him as a customer, so you offer a service plan for $59.00 that gives him one free oil change, free refills on fluids such as windshield wiper fluid, priority service when he needs a repair, free shuttle service when he needs a repair, and free beverages and snacks while waiting.

The value of the free incentives can help make this a “no-brainer offer” for someone who is on the fence.  You know that because he has your service plan, he will return to you to get service versus taking his car somewhere else. Plus, your service plan will allow you time to build a relationship, market to him (because now you’ve captured his contact info and gotten “permission”) and prove that you provide great service.

When you want clients to demonstrate you can deliver: Unfortunately, our society is more and more distrusting. It is easy for anyone to slap up a website or a blog and say they are in business. That means when they come across your business, they may be skeptical and wondering if your solution will really work.

Creating a free solution that will demonstrate your value and deliver a successful outcome can build that trust.  For example, we currently give away our Fast Implementation Bootcamp to GKIC Members. This allows members a way to test a live event, our systems and coaching all at once. Once attendees experience success from something they learned at Bootcamp that encourages them to try our other resources, attend events and participate in our coaching programs.

When you want to give back: While not everyone will agree, many believe there is a social obligation to give back. Most likely you’ve had mentors or had people help you out with free advice on your way up in your business.  Giving free advice to young people or people on their way up is a great way to give back and will often come back to you ten-fold.

Most people are genuinely looking for advice and not a hand-out, however that said, I do recommend you listen very carefully when someone is asking you for free advice. Do they want you to do the work for them or are they just asking for guidance? For example, someone that says something like, “Could you do this for me just this once since you have so much experience…”  Or “If you have an overflow of clients you could refer me…” are telltale signs that the person probably isn’t willing to do the work or the marketing for themselves.

When it’s not okay:

When you’re offering professional services: If you offer a professional service such as copywriting, financial advisor, etc. then you should charge accordingly. If your plumber, doctor, or auto-repair shop wouldn’t give it away than neither should you. Think of it this way. You might bake some cookies and give them to your kid’s school for a PTA fundraiser, but you wouldn’t bake dozens of cookies, package them up and give them away free to your local grocery store so they could make a profit on them.

When it diminishes your valued customers: You must be careful to not train your customers to wait for free offers.  Here at GKIC, when we have events, the people who sign up first get the best deal. Period. Not only do they pay the least expensive price, they get the most bonuses. What I mean by that is that if we offer a free bonus as an incentive at a later date, the people who initially sign up, get that bonus too—even though they’ve already registered. This helps to encourage people to sign up early to get the best deal.

While these are just some guidelines and don’t address every situation, following them should help you feel better about when you should and shouldn’t give things away for free.

What are some of the “rules” you follow about when it’s okay to give something away and when you should charge?

See you next time…unless I figure out how to automate that too,

Darcy Juarez

Automation Expert GKIC

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

Are you an ‘indentured servant’ to what you’ve been conditioned to believe?

By: Dan Kennedy on: April 30th, 2013 1 Comment

“Indentured Servants Who Broke Free

That’s the headline of a small section in Forbes May issue.

Highlighting entrepreneurs who served as apprentices before striking out on their own, the choice of the words, “indentured” and “broke free” is a reminder why you own your own business…

To not have anyone tell you how to do things, to be independent and in total control.

To be able to do business on your own terms.

That’s what you want, right?

The dentist that closes at 3:00pm on Tuesdays so he can go watch his kid’s baseball games. Or the info-marketer who does what he does so he can travel and do business from anywhere in the world. Or the mompreneur who likes her two-minute commute to her home office and works her schedule around her kids.

Personally, a close rival to the fascination I get from turning the words I write into money is the autonomy I have.

Having the freedom and independence to work where I want, when I want, how I want and with whom I want is one of the main perks for doing what I do.

As an entrepreneur and GKIC member, it’s an important idea for you and one of the biggest reasons for doing all the stuff we teach here.

Of course, doing business on your own terms is a marketing strategy in and of itself. (This strategy and the 19 autonomy factors are discussed further in Absolute Autonomy Blueprint.)

I do things in my business that others say would be “impossible” for them to do. For example, I only answer my mail once a week and if you miss that window, well you might have to wait a week or more to get a response from me.

I don’t do email or carry a cell phone. I use a fax machine to communicate.

I require clients to come to my office to meet with me. If they want me to come to them, I require a private plane and won’t fly on commercial airlines.

People give me all kinds of reasons why that “can’t” or “won’t” work for them. But let’s be clear about one thing. You’ve been conditioned to believe that you should be available to your clients or customers or patients 24/7. And the idea of not being readily and immediately available to them is in deep conflict with what you have been taught.

You’ve likely received pushback too…with people saying things like, “What makes you think you can close your shop early?” or “Do you really think the world is supposed to revolve around you?”

How available you are to clients, customers and patients is just one example of where you may be doing business on someone else’s terms instead of your own. I could of course list dozens more. But the truth I want you to get to is that the pushback you receive when you decide to do business on your own terms comes from people who have a problem with you having that kind of freedom.

In fact, if you are successful at all, if you are in control at all, everybody else who isn’t successful or isn’t in control or who doesn’t have the freedom to set their own schedule will have a problem with that. But that is their problem.

When you have worked hard, been responsible and smart about things. When you have invested in yourself and your business and created good marketing, you are entitled to independence and control. If you go to the lengths required to deliver exceptional service and quality, you deserve to be able to set up your business the way you want.

Examine all the beliefs you have about why your business is designed the way it is.  By constantly exploring all the options you have, you might be surprised to find that what you’ve been conditioned to believe is the only way to do things is not really the only way.

Think about why you do things the way you do. Whether it’s the hours you operate or how much you charge or who you sell to or how you deliver your products or services…be open to all the options you have—and realize you’ve earned the right to make the choice.

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