Dan Kennedy

QVC, HSN and/or infomercials have provided enormous opportunity for many companies previously distributing their products by more conventional means. Bill McGowan took MCI into multi-level marketing via Amway.

Ask yourself:

How else could my product(s)/service(s) be sold or sold
for me?
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Whenever possible, you want to explore and pursue every means of distribution possible for your products - including, but not limited to:

•retail
•catalogs
•home shopping
•infomercials
•package inserts
•private label for sale by others
•endorsed marketing/mailings
Joe Cossman found ten different products, each worth over a million dollars to him, available for licensing because most manufacturers/publishers limit themselves to only one or two methods of distribution.
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Self-Image is everything. I totally accept all the ideas put forward by Dr. Maxwell Maltz about the overiding power of the self-image. In fact, I am such a believer and advocate, I organized the partnership that bought all the rights and copyrights, created the Psycho-Cybernetics Foundation, breathed new life into Dr. Maltz' works in the marketplace, developed an updated and comprehensive home study course*, and so on.

No human can long outperform his self-image. This is why teeth-gritted determination so often fails everyone from the fat person on diets to the golfer telling himself "I will not slice, I will not slice" to the salesman scared to quote his price. Some people temporarily "sneak" past their self-image, but they always snap back. I am absolutely convinced that the more you understand about how the self-image works and what yours is, the easier it becomes to accomplish whatever you aspire to.
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I was taught: the level or strength of your belief shows in your results. Another way to say it is that outcomes reflect beliefs, and the most important beliefs are, I think, as follows:

•What you believe about how the Universe works

•What you believe about yourself

•What you believe about your vision, idea, plan

A great "classic" book to read is Claude Bristol's MAGIC OF BELIEVING.

In considering the rich, successful, powerful and persuasive individuals
I've gotten to know, I would summarize their most significant beliefs as follows:

1A.A belief in unlimited abundance, not lack.

1B.A belief that the Universe, Universal intelligence,
God or whatever you call "It" responds to committed
thought (prayer) and determined action.

2A.A belief in unlimited and unrestricted capability ie. either that you can
do a thing as well or better than anybody else or that you can learn to do
a thing as well or better than anybody else; if someone else can do a thing,
so can you.

2B.A belief system of self-worth, self-respect, and self-
confidence based on realistic assessment of one's strengths and weaknesses,
attributes and flaws potential and limitations........a profound disinterest in perfection
in all things....a disconnect between deserving and being perfect.

3A.An unwavering, even somewhat stubborn and obsessive belief in its attainment.
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The entrepreneur able to take business risks, experience failure, accept losses, and incur the criticism of others without insomnia, ulcers or remorse has overcome his fears of failure and humilation and acquired immense power. I'm currently working on a new book all about power, and one of my early ideas is that the the most powerful people are powerful because they have long ago shed any concern over what others think about them.

I watched the CEO of Archer-Daniels-Midland grilled by John Stoessels of ABC-TV about so-called "corporate welfare". Stoessels told him that, in one magazine, his face was put on a pig's body and he was called the greediest of all pigs at the Washington trough. The CEO calmly, literally with zero emotion, said, "Why should I care about that." Why indeed? The magazine will be gone and forgotten in days or weeks, but he'll still be CEO of the largest agricultural corporation in the world. It's a variation of the famous exchange between Churchill and Lady Astor; she said to him, "You are disgustingly drunk" and he said, 'Yes, madam, I am drunk, but you are ugly, and I will be sober in the morning."

Lacking this total freedom from fear of loss and/or others' opinions, a person is continually making judgements based on criteria other than his best beliefs about what will or will not work, should or should not be done, or is right or wrong. This is why politicians, including recent U.S. Presidents, actually have little power; Clinton the least of any recent President; they are, and he is, ruled by the public opinion polls.

Fear of others' opinions of the outcomes of your decisions and actions hamstrings you more than any other obstacle or handicap.
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"Lunch Bucket Thinking" is extraordinarily, negatively powerful in its ability to suppress income and restrict individual success. It is the curse of many self-employed professionals. The typical chiropractor, dentist, optometrist, accountant, attorney, etc. has his day, business, schedule and life run by a staffperson. He drives to the office in the morning, the staff brings him patient after patient, they schedule those patients, he does his technical thing with the patients but 80% of the meaningful interaction is staff-patient, the staff tells the doctor when to take a break, when to go to lunch, and when to go home. The only difference between this doctor and a factory worker is the absence of a lunchbox.

In this scenario, incidentally, staff organizes everything for their needs, for their convenience, not to meet marketing objectives. For example, I recall one chiropractor telling me how puzzled he was that other doctors were so busy from 4 to 6 PM but that he had so few patients after 4 that he closed at 5. It never dawned on him that the sole reason he had no patients after 4 is that the staff didn't want to stay after 5.
It is easy to fall into the "show up - respond" mode. Executives, business owners and professionals do it. But it is not how things should be. You should be in control, not controlled; making things happen not responding to things as they happen; directing your troops, not being directed by them.


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Super-entrepreneur Wison Harrell suggests pitching your idea to 20 potential buyers (not friends or family) and see how they react. If they don't say "Well, I'll be damned - why didn't I think of that?" or "How can I get one?", you may be on the wrong track. It's a simple idea, but how many of us do take the time to go out and mingle with our market and ask our potential customers lots of smart questions? Here are a few:

•If this were available, would you buy it?

•What would you be willing to pay for it?

•What modification would make it more attractive to you?

•Do they think it's such a good idea they'd invest in?
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I suppose every entrepreneur starts out just as I did: doing everything. And like me, you've undoubtedly discovered that there are lots of things you can do including those you don't like doing, those you have no training in, and those that do not have value equal to the value of your time.

The trick to maximum earnings is to free yourself from as many of the things you only do adequately, and certainly the things you don't do well, and focus as much time and energy as possible on the things you do well, especially the very few things you do better than anybody else you've ever met. And it's useful to work on those lists (see following pages).

The trick to peace of mind is to get comfortable with who you are, with regard to this breakdown of things you do better than anybody, things you do well, things you do adequately, and things you do so badly it's an embarrassment. Nobody can be good at everything. Donald Trump is, for example, obviously much better at making money and doing deals than he is at sustaining a marriage. If the latter is or becomes very important to him, then he's going to have to make attitude, habit, behavioral, priority, lifestyle, etc. changes in order to get good at it. He may just decide it's not that important and stay single from here on out. I suspect that becoming "ok" with what you've gotten really good at and what you haven't gotten good at is what maturity is all about.

A mentor of mine taught this metaphorically; he insisted that anytime you saw a guy on the dance floor who was a really good dancer, it was a safe bet he had more moths than money in his wallet, because anybody who had enough time to master dancing didn't have enough time to master making money. Taken literally, I'm sure there are exceptions to this (although I've yet to meet one). But taken as example and metaphor, it is perfectly valid.

I can tell you, personally, that I took a big leap in happiness - and, not coincidentally, in earning power - from the day that I concluded I should not build and run companies with employees. Yes, I can do it. But I shouldn't do it. It is not the highest, best and happiest use of my time.
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"Timid Salesmen Have Skinny Kids"
- Zig Ziglar

I got this early in life - but I'm unceasingly amazed at how many people still haven't got it. The principle is simple and even Biblical: you've got to ask for what you want.

In selling, negotiating, deal-making, etc., you need to be brazen beyond belief.

This is especially important if selling big-ticket/high-priced products or services or high fees. In my business, what is the difference between getting $500 or $5,000 to write a sales letter or to give a speech? It has more to do with asking for it than with anything else. It is both a metaphysical and practical truth that the world accepts your own appraisal of your value.
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I don't think you can over-emphasize the advantage to the entrepreneur who has personal expert status in his field.

HOW TO BECOME AN EXPERT

1.Legitimate personal experience
2.Read the top ten books in the field
3.Read two years' back issues of the industry journals
4.Join the trade associations
5.Attend the major trade show, convention or conference
6.Attend an industry leader's seminar
7.Keep a notebook of unanswered questions, and get them answered
8.Seek out several leaders in the industry and consult
with them personally (informally or formally)

HOW TO BE RECOGNIZED AS AN EXPERT

1.Write a book/Create information products*
2.High profile advertising in industry journals**
3.Launch a publicity campaign ***
4.Write articles for industry journals
5.Speak at industry conferences and/or market
and conduct your own seminars
6.Publish a newsletter
7.Surround yourself with recognized experts, via having them write for your newsletter,
speak at your seminars,interview them for your audio tapes, etc.
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The "professional marketer" masters the skills of direct marketing without being limited to any one product category or media i.e. application of those skills. I might add, there is no higher valued and rewarded skill on earth than the ability to get something sold. In corporate bureaucracies, the top management's compensation is always pushed higher than their highest paid salesman, but outside of that controlled environment, the sales and marketing "stars" always make more money than the makers of products or providers of services being sold. If you want to increase your personal earning power, the answer is always to focus on becoming better at marketing (not at "making").

A PROFESSIONAL DIRECT MARKETER SUBSCRIBES TO AND READS THE TRADE JOURNALS OF THE
DIRECT MARKETING INDUSTRY

1. DM NEWS

2. DIRECT

3. Catalog Age

4. Direct Marketing
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The "professional entrepreneur" masters the skills of entrepreneurship but is never limited to any one particular industry or business i.e. application of those skills. The professional entrepreneur can start or run companies or both, and is adept at extracting maximum value out of a business and its customers via focused diversification.
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