The Ultimate Lead Generation Machine         by Dan S. Kennedy
The Narrow PathGovernment does not work because it is more about royalty remaining royalty thanit is about results, so the...
into trees at every turn, spending a lot of time lost and confused. RenegadeMillionaires have left that forest and are run...
Being About Something More Than ChickenEach year, the Chick-Fil-A restaurant chain, famous for its tongue-in-cheek adsfeat...
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist;...
The Untold StoriesBehind every great entrepreneurial success story that everybody knows, thereis an untold story – and it’...
pyramid: 1% rich at the top, 4% doing well, 15% doing okay, 80% doing poorly –principally because the 1% are willing to do...
Mastering Your Inner GameWere going to talk about the inner game of building your business. I believe thatthe inner game i...
Self EsteemSelf Esteem is essentially your feelings of worth. How much success do youdeserve? How much money should you ma...
Self DisciplineSelf-Disciple, the fourth component of the inner game, is quite possibly the mostimportant.Success lecturer...
Of course, the professional football players who have to put up with this sort ofthing are highly paid.Yes, the inner game...
On Achievement, Prosperity, and EnvyOscar Wilde said: “It is better to have a permanent income than to befascinating.” The...
amazingly subjective, but not entirelysubjective. For one person, never evenhaving to think about money makes for happines...
Gratitude As A Marketing StrategyMany years ago, I took over a business with mammoth collection problems: almostall of its...
professionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a sp...
The Power of MasteryI am about to tell you how to add $25,000.00, $50,000.00, maybe $100,00.00 ayear to your yearly income...
To get that good, you must dedicate yourself to doing so: I’ve always beenimpressed with the late Yul Brenner, who perform...
The Truth about QuittingMy father told me that the reason doctors whack babies on the ass immediatelyafter they are born i...
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist;...
The Secret of Getting ReferralsThere has never been any argument in advertising circles that the most effectivebusiness ad...
Remember two very important things about human nature: first, people usuallyenjoy telling others about products they try a...
InnovateJust the other day, I was listening to a recording of a speech by Joe Sugarman* andJoe said, “One good path to suc...
come along until they had been in business for many years. Note the word: first. Ialso know many companies that are able t...
Test and Grow Rich“Testing” is an ugly topic. Why? Because testing variables in advertising directmail, phone scripts and ...
6. The style or tone of the writing itself   7. The look of the pieceBy the way, little, very testable things DO sometimes...
Just like a little tweak in thinking can make a big difference in the results of say, anad or a flyer, a little tweak in t...
Seeing What No One Else Can See“Wealth comes to the man who can see the potential for wealth. – Napoleon Hill Does this se...
from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of t...
The Salesman and the Bean Counter“Worriers and spellers can be hired for minimum wage.” – James TollesonI won a couple “sp...
Worrying a list of stuff to worry about, and then he goes on to focus on selling andcausing sales. This pretty much tells ...
Leading the Pack Even When You’re Out-Ranked and Out-Gunned“Leadership depends more upon the man than the rank.” - Harold ...
from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of t...
Success Secrets “They Don’t Want You To Know”There is a tendency amongst authors writing about ‘success’ – as well asentre...
costs, grinding vendors down on price repeatedly, and forcing manufacture of mostgoods overseas. Wal-Mart has always been ...
5 UN-Creative Thoughts About                                     CreativityEntrepreneurs and marketers are constantly chal...
Most people approach creative thinking from the front – the idea. Let’s say you’regoing to open up a new restaurant. You’l...
MARKETING LETTER, etc., etc. Again, you should never start with a blank slate.Too hard, too slow. Gather up some stuff to ...
Seasonal Themes….a little more obvious. For example, Chinese New Years, St.Patricks DaySo, for example, instead of the Mag...
Which Gets Read More – Ads Or Articles?                                 The ‘Advertorial’,                      The Challe...
….targeting. My ‘message to market match’ principle. But when you can’t target,when you must use mass media and fish from ...
Watching The ClockThe ‘secret’ reason long copy usually out-sells brief copy, and lengthy salesletters out-sell short ones...
Of course, you can overstay welcome, unsell the made sale. In each sellingsituation --- on stage, face to face, in a tele-...
Sometimes we are legitimately constrained by weight for a direct-mailpiece, or space in print advertising, the 28 minute l...
handed would seem like a waste of time! But instead of a quick walk-through of astore, the person is kept for two hours. M...
Can You Handle The Truth?                             Will You Tell The Truth?We are very, very sloppy with language.Consi...
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  1. 1. The Ultimate Lead Generation Machine by Dan S. Kennedy
  2. 2. The Narrow PathGovernment does not work because it is more about royalty remaining royalty thanit is about results, so the only time it gets anything of real importanceaccomplished is in moments of severe crisis, when all the royals are equallythreatened. Business works – when it works – because of an opposite operatingsystem. Small business works better than big business, because its leaders havelittle fear of being deposed; they are the owners, a status actually higher than royals(which is why royals despise business owners), so they can act without politicalconsiderations. For that reason, they are often proactive instead of only reactive.Because they deal in real rather than fictitious numbers, have a limit on debt theycan get their hands on, and eat profit, they often make intelligent and rationaldecisions. Many work at defusing problems at their tiniest, in their infancy, ratherthan postponing doing so as long as possible, until the monster has grown bigenough to eat them. If you stand back and observe all this, you can see what worksand what doesn’t work quite clearly, and make your personal behavioral andbusiness practices choices accordingly. If you will.Felix Dennis is a Renegade Millionaire – actually worth about $500-million, whichhe manufactured for himself, entirely on his own, from scratch. He is one ofBritain’s richest citizens. In his newest book, The Narrow Road, he tells moreblunt truth about what works in the making of money, more succinctly than anyother credible person I’ve ever read on the subject. I am more simpatico with hisconclusions than I am with anyone else’s. Like me but more so, Dennis isoffensive to many and frightening to many more. Truth is rarely pleasing orreassuring, except to the very tiny number of people who prefer it to being pleasedor reassured. I suggest getting and reading this little book, but in a well-lit room,not in gloom inhabited by scary shadows.Unlike most authors of most success genre content, he makes no attempt to deliverideas that will be popular with a large audience. This mirrors my own approach asan author, spanning, now 32 years and more than 20 published books.(www.NoBSBooks.com), My scariest is No B.S. Ruthless Management of Peopleand Profits.One very big difference between the path most are on versus The RenegadeMillionaire Way is mixed agendas vs. laser-focused dedication to whatworks. The Renegade Millionaire Way is simple: find what works and use it.(That’s what being part of a great mastermind group is all about. Why coaching isimportant.) Others’ way is far more complicated. It is cluttered with: what willpeople think of me? am I permitted to do this? but we’ve never done it this way.we should do get more consensus. my peers are all rushing off to do the new thingand I don’t want to be left behind. will this make me popular? liked? or gossipedabout? what if it sparks criticism about me on Google? Ordinary business ownersare trying to run fast through a dense forest of all these concerns, thus bumping
  3. 3. into trees at every turn, spending a lot of time lost and confused. RenegadeMillionaires have left that forest and are running on a clear, paved path.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insider’s Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  4. 4. Being About Something More Than ChickenEach year, the Chick-Fil-A restaurant chain, famous for its tongue-in-cheek adsfeaturing cows urging folks to “eat more chicken”, has a Cow Appreciation Day.Customers who come in dressed up as cows eat and drink for free. Anybodywearing anything with a cow pattern – hat, cap, shirt – gets a sandwich free. Lastyear,400,000 people came in dressed up as cows. The guy who started this chainwas a bona-fide Renegade Millionaire. Even though many of their shops are inmalls, they’re all closed on Sundays nationwide, because he believes in rest andtime with family on the Sabbath. If a mall won’t let them close, they don’t go inthe mall at all. Hasn’t hurt them. In 2011, at mid-year, they were up system-wideby about 12% in same store sales vs. prior year, the chain is growing, the companyprofitable. I believe it’s the founder’s son running the show now. I saw him onFox-Financial, cheerfully and goofily dressed up as a cow, pitching CowAppreciation Day.A lot of people let ego, often undeserved ego, stand in the way of achievement.They envy others their wealth, but aren’t willing to totally put themselves out thereto get it for themselves. On the other hand, a lot of people operate withoutunderlying principles and a strong navigational system, so they are easily blownoff course. The folks running this particular company have clear, firm values. Oneis that customers have fun. That’s something missing from too many businesses:nobody’s having any fun. The experience of being a customer is, at best, ordinary;at worst, terrible.I like to ask business owners what their business is about. What they’re doing.Small-thinking shopkeepers always answer in terms of core deliverables. We cleancarpets, we cut hair, we sell insurance. Slightly more sophisticated students ofmarketing tend to give boilerplate marketing message answers: we help peopleprotect their financial futures. Executives at big dumb companies usually quote thevaguest of mission statements. But there’s little juice in any of that. At one point,Trump set out to change the skyline of New York City. Well, that’s something.When you tell people that’s what we’re all about here, you can capture theirimagination. That has juice. I set out in 1975 to introduce more people to ‘successeducation’ than any other person or company ever had, and I believe I’ve donethat, although I’m not quitting just yet. That has juice. And it’s navigational; youcan ask about everything you might do, is it fulfilling that purpose? It’s good to beabout something significant and inspirational. Then, when somebody asks youwhat you do, and you tell them, they get that you’re about something interestingand will want to know more about it, may be interested in helping you, or being apart of it somehow, if only as a customer. One of the essential ingredients of theMagnetic Marketing® that I’ve taught is creating something that is magnetic. Mostbusinesspeople are thinking too much about how to sell their stuff – not enoughabout to make it and themselves magnetically attractive, so the selling of stuffoccurs naturally.
  5. 5. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insider’s Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  6. 6. The Untold StoriesBehind every great entrepreneurial success story that everybody knows, thereis an untold story – and it’s usually more interesting and a lot more instructive.They all tend to have a few common elements, though. One of which is ugly gruntwork.Years back, I spent some time with Bob Stupak, a true Renegade marketer. Hetook a one floor, slots only dump at the downtown end of the Strip and built it intothe big, tall, flashy Vegas World Hotel & Casino, now The Stratosphere – withouttaking on debt, building it one floor at a time as he had the cash to do it; generatingthe cash by mail-order selling of pre-paid $399 vacation packages. His full-pageads for his Vegas World package featuring 2 nights’ lodging, meals, drinks, showsand $1,000 of ‘house money’ to gamble with for $399 were seen everywhere:Parade Magazine in Sunday newspapers, Playboy, TV Guide. People on certainlists received elaborate direct-mail pieces selling the package, and over severalyears, millions of those sales letters were sent. His was and remains the only LasVegas Strip hotel literally built by direct-response advertising. Now, the untoldstory: where Bob got the two most valuable prospect lists he mailed mostaggressively to…Every guest got a fancy welcome package, which included four full-colorpostcards with a photo of Vegas World and a display of One Million Dollars InCash on one side. They were wrapped with a note telling guests to address themwith notes to friends back home and drop them in the specially marked mail slot inthe lobby, and Bob’d buy the stamps. He did not mention he would copy down thenames and addresses before mailing out the postcards. He did not mention that hewould soon afterward mail a letter telling these folks that they were invited to getthe same great vacation their friends had recently enjoyed for just $399, plus get afree spin of the Million Dollar Slot Machine and be guaranteed to at least win adiamond-like ring or a little color TV or some other nifty prize. He mailed theseprospects repetitively and persistently, and told me that he converted upwards from20%. So, if 300 guests turned in 4 postcards, that’s 1,200 fresh prospects everycouple of days, about 15,000 fresh prospects a month for which no cost wasincurred in acquiring them but a postcard and a stamp, and how could you getbetter prospects? His other method of list-building was nearly as ingenious, andjust as troublesome. Its details don’t matter, to make the point: RenegadeMillionaires go to trouble to accomplish their goals that most people won’t. That’sthe untold story of extraordinary achievement. Nothing elegant, nothing efficientabout Bob’s system. Just effective.I am 56 years old and I imagine my perception is skewed by age, but I still don’tthink I’ve ever seen as many people in search of the mythical Easy Button at anyother time of my life. The explosive proliferation of accessible technology hasacted as gasoline on this fire. But it doesn’t change the fact of society’s money
  7. 7. pyramid: 1% rich at the top, 4% doing well, 15% doing okay, 80% doing poorly –principally because the 1% are willing to do a lot more, and a lot more troublesomestuff than the 80% are. While the 80% are hunting for Easy Buttons, the 1% areworking.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insider’s Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  8. 8. Mastering Your Inner GameWere going to talk about the inner game of building your business. I believe thatthe inner game is simply all-important. "The inner game" is a new term for aclassic idea explained many different times, many different ways by virtually everysuccess educator, and even philosophers.In the book Think and Grow Rich, Napoleon Hill reveals the secret using thewords, "thoughts are things." Dennis Waitley has worked with U.S. astronauts andOlympic athletes on their inner games. Author Tim Galloway explores the ideas ofhis books, The Inner Game of Golf, The Inner Game of Tennis and The InnerGame of Selling.Interestingly, there is a never-ending connection between the inner game in sportand the inner game in business, allowing experts like Waitley, Galloway, ex-quarterback Fran Tarkenton and golfer Arnold Palmer, among others, to step backand forth between expounding on success techniques in the athletic and businessworlds.In all cases, these people speak much more about attitudes than aptitudes for agood reason. Surveys, studies and research consistently reaffirm that 85% of yoursuccess will depend on attitudinal factors, 15% on aptitude. Yet in your formaleducation and in most continuing education, the emphasis is on the opposite - 15%on attitude, 85% on aptitude.Certainly technical knowledge and skills are important. In your profession, youmust deliver excellence based on your staying up to date in techniques, products,materials and ideas.However, such excellence alone will never build a successful, growing, profitablebusiness. The excellence that will is an excellence created and sustained in yourown mind. This is the most difficult, least tangible aspect of building your businessthat well ever talk about, but it is also probably the most important.Yeah, but what is it? So what is the inner game? The way I see it, the inner gamecan be broken down into four major components: • Self esteem • Self image • Self confidence • Self disciplineQuality in these four areas is a necessary foundation to personal and professionalsuccess.
  9. 9. Self EsteemSelf Esteem is essentially your feelings of worth. How much success do youdeserve? How much money should you make? How much is your time worth?Here, briefly, are seven ideas for strengthening self-esteem: 1. Establish worthwhile, meaningful goals and values. 2. Take massive action to get your own financial house in order if it isnt now. Reduce debt, bring expenses under income, and invest every single month. 3. Give yourself recognition for each and every accomplishment. 4. Manage your time productively. Procrastination and disorganization rob many people of their self-esteem. 5. Associate with positive-minded, happy people who encourage and motivate you. Dont hang out with folks who are negative, unhappy, critical or jealous. 6. Continually acquire new know-how in you profession and in the areas of business, sales and communication. 7. Regularly invest in improving your office and home environments, tools and equipment, wardrobe and other external things that impact on your attitudes.Self ImageSelf-image is how you see yourself; its who you think you are. Your self-image iscontrolled mostly by self-imposed limits. Very few people ever perform beyondthose self-imposed limits.A salesman whose father never earned more than $25,000 a year in his life maywell see himself as a $25,000 a year guy. And he will subconsciously screw up theopportunities to earn more that come his way.In the financial area, the controversial Reverend Ike calls this a money rejectionsyndrome, and I am convinced that such a thing definitely exists. One man I know,who made over $100 million in his business in its first three years from scratch,had gone broke in business several times before. After the three years ofremarkable success, he said, "Making $100 million is about the easiest thing Iveever done. Believing it could happen to me was the hard part that took 20 years."Your self-image was created and is sustained through self talk, the use ofaffirmations - and that is also the method you can use to alter and modify your selfimage, literally as you wish.I call the process self image goal setting, because most people who set goals setonly "to get" and "to have" goals; they fail to set "to be" goals. I encourage you tobalance your approach to goal setting by including some self-image modification.
  10. 10. Self DisciplineSelf-Disciple, the fourth component of the inner game, is quite possibly the mostimportant.Success lecturer Jim Rohn says that most people do not associate lack of disciplinewith lack of success.Most people think of failure as one earth-shattering event, such as a companygoing out of business or a home being foreclosed on. This, however, Jim Rohnsays, is how failure happens.Failure is rarely the result of some isolated event; rather, it is a consequence of along list of accumulated little failures, which happen as a result of too littlediscipline. I agree. I find that most people understandably tend to look everywherebut in the mirror for the sources of their failures as well as the victories.Im here to tell you its not the town youre in, not your location, not the economy,not the weather, not your competitors - its your own discipline that makes thedifference between excellence or mediocrity, between getting by or getting rich.Its interesting to observe professionals. I often say to my associates, "Let mewatch the professionals behavior before, during and after the seminar, and Illguess his annual income within a few thousand dollars." Its actually pretty easy todo.Jim Rohn says that discipline is the bridge between thought and accomplishment.Id encourage you to take the self-discipline challenge very seriously.Select those areas that you know are your weakest links - timely paperwork,punctuality, daily self-improvement study, being happy and enthusiastic first thingin the morning, whatever your personal stumbling blocks are - and apply new,tough, demanding disciplines to yourself in those areas.Youll find that success in these particular areas of your day-to-day life will rollover into greater success in all parts of you life.For example, lets look at the ultimate game players - professional football players.A pro ball player knows that every single moment of his on-the-job performance isrecorded on film, to be replayed and reviewed later in stop-action slow motion, forcritique by his superiors and co-workers.If your day was filmed and reviewed, how would you feel during the replay?
  11. 11. Of course, the professional football players who have to put up with this sort ofthing are highly paid.Yes, the inner game stuff is tough. If being a big success were easy, everybodywould be one. Youve got to decide what you really want to be, do, have,accomplish - and decide whether or not youre willing to adhere to the disciplinesnecessary to get it.In order to have the opportunity to accomplish virtually any goals you honestlydesire, you must accept the related responsibility for everything you get.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  12. 12. On Achievement, Prosperity, and EnvyOscar Wilde said: “It is better to have a permanent income than to befascinating.” There’s nothing wrong with both, of course. Those who insist thatmoney doesn’t buy happiness are usually short on money, ignorant of means ofgetting any, and selling their philosophy hard because misery loves company.Mark Twain wrote that, actually, no one can stand prosperity – another man’s.Money can’t buy happiness, but absence of money, endless worry about it, andenvy and resentment of those who have it most certainly buys unhappiness. Thereare reasonably happy, almost poor people. I know some. But they are rare. Thelack of financial security wears a person down. I’d also note, making a great dealof money by honest means does not guarantee unhappiness. I know quite a few 7-figure earners and rich folks who are quite happy. And it shouldn’t just be aboutpersonal happiness anyway – such a childish pursuit. There is some ethicalobligation for being here, to be constructive, productive and contribute, whether bycreating magnificent art, or writing an influential book, or building a company andcreating jobs, or amassing and being a good steward of wealth, or being the bestschoolteacher, nurse, cop, taxi driver or whatever you can be, and being willing todo tasks and bear responsibilities that don’t necessarily produce happiness-as-you-go in order to accomplish significant things. Money is not the only measurement ofsuch accomplishment, but it is certainly a valid measurement; money is a mirrorreflection of commercial value created. Those who resent the rich are often, truly,resentful of their own failure to create such value. It’s not a constructive emotion,and others’ having and expressing it ought not influence you in the least.One of the great benefits of my work is the up-close relationships I have withpeople I categorize as Renegade Millionaires, and beyond that, getting paid to bekeen observer of many others similarly striped. An interesting thing I find aboutthem is, compared to most, little time or thought or angst given to the question ofhappiness; and compared to most, much more time and thought and energy and,yes, angst given to achievement.It’s easy to lose sight of the central question: are you choosing goals foryourself that are significant and rewarding to you, and progressively achievingthem? If you went to Harvard Law School and now choose not to practice law andinstead live as an itinerant cowboy, sleeping under the stars and drinking campfirecoffee from a rusty tin cup, and you’re honestly, authentically happy about that,more power to ya – unless you have unpaid loans and debts to family, orinstitutions for your education, or other responsibilities that must be honored anddischarged. If you make millions and wish to spend much of it on wine, womenand wine, and it’s your money, and you do no harm to others, have at it. It’sunlikely, though, that such things absent achievement and contribution will longsustain happiness, but you’re welcome to try. The trick in it all is honesty with self.Earl Nightingale observed, that when it’s all said and done, each person is about ashappy or unhappy as they choose to be. That’s true as far as it goes. Happiness is
  13. 13. amazingly subjective, but not entirelysubjective. For one person, never evenhaving to think about money makes for happiness. For another, with no economicnecessity, still, redeeming a coupon and getting a good deal makes them happy.But there is fact: achievement contributes to happiness; lack of achievementcontributes to unhappiness. Envy contributes only to unhappiness. And muchcriticism masks envy.Your business is YOUR business. Never forget it. That’s the core philosophybehind so much of my work, including books I hereby self-servingly but alsosincerely suggest you get and read: NO B.S. RUTHLESS MANAGEMENT OFPEOPLE AND PROFITS; NO B.S. TIME MANAGEMENT FORENTREPRENEURS; and NO B.S. WEALTH ATTRACTION IN THE NEWECONOMY. As arrogant as it is to say, they just may change your life.So, by all means, seek out role models, inspiring examples, teachers, mentors,advisors, experts – validated by relevant, successful opinion – and learn from andsift and sort and consider all they have to offer. But ultimately know that TheRenegade Millionaire Way is by very definition the finding of one’s own way.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insider’s Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  14. 14. Gratitude As A Marketing StrategyMany years ago, I took over a business with mammoth collection problems: almostall of its customers had open accounts and paid their bills ten to sixty days late(except those who didnt pay at all). We quickly instituted a number of correctivemeasures, including tighter credit controls and policies, interests charges, asequence of past-due notices, and collection calls. However, we also instituted apositive strategy. We started sending hand-signed thank you notes for promptpayment to anybody who did pay on time...those who were almost on time...andeven late payers who responded to a past-due notice. Guess what happened? Thosecustomers who received thank you notes became better paying customers.I know a Doctor who started a procedure of giving fresh, long-stemmed red rosesto his women patients who showed up for their appointment on time, or paid theirbills on time, or referred another patient. "Funny thing," he told me. "We no longerhave patients missing appointments. Our collections have improved. Referrals areup. And, some guys are asking how they can get roses, too!Here are a few specific ideas you might adopt, as ways of saying thank you: • Keep customers birthdays on file and send cards and/or mail gifts. • Send Thanksgiving cards or letters. * Make it a habit to drop a personal thank-you note in the mail each day, to at least one customer. • Send a gift certificate or discount certificate to a customer who makes an unusually large purchase. • Host a "Customer Appreciation Event" - a Christmas party, a backyard bar-b que. • Have an occasional closed-to-the-public, preferred customer sale. • Drop in personally on your best customers, with a surprise gift.I figured it up just the other day; last year, personally and for my variousbusinesses combined, I signed checks for well over one million dollars, in paymentfor goods and services to all sorts of people and companies. And I dont care whatanybody says - a million bucks is a lot of money. Yet, I can count on the fingers ofone hand the number of the recipients of all that money who have expressed anygratitude in any formal kind of way. Only one of them found out and recognizedmy birthday.Just saying "thanks" is a big step ahead of the competition today.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs and
  15. 15. professionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  16. 16. The Power of MasteryI am about to tell you how to add $25,000.00, $50,000.00, maybe $100,00.00 ayear to your yearly income - without spending even a penny more on advertising ormarketing.One of my featured guest speakers at a past SuperConference was Michael Vance.Michael worked side-by-side with Walt Disney for a number of years. As I waslistening to Mike, I made a mental note to start talking about a Walt Disney quoteabout marketing that I used to use a lot.What Walt Disney said about Marketing is:“Do what you do so well - and so uniquely – that people can’t resist tellingothers about you.”In every field, there are “masters”. People just so darned good at what they dothat people are compelled to tell others about them.Mike Vance is that kind of speaker, and there are darned few in thatcategory. Actors like Paul Newman, Al Pacino, Robert DeNiro. The salesman Iused to buy my cars from, Bill Glazner, at Sanderson Ford in Phoenix - he putsevery other car guy I’ve ever seen to shame. There are a couple chiropractors Iknow who put on such a great “report of findings” (their equivalent of the PrintingAudit) that they enjoy 100% conversions and can easily sell large dollar “pre-pays.” There’s a shoe-shine guy at the Atlanta Airport who still rubs wax in byhand, snaps the towel with authority, slaps the leather, makes the brush sing. Andthis is important: these people are “master performers.” They are not just mastersat whatever technical thing they do, they are masters at presentation.So, here’s a very simple, very practical question: after customer buys from youfor the first time, do they - without any prodding from you - rush to the phone, callan associate, and tell them about the amazing buying experience they justhad? Are the first words out of their mouth to the next person they see about you?If it is, here’s the economic impact: your need to invest money in acquiring newcustomers will diminish over time as your business converts to being 100% referraldriven. This means you can take all the money you now spend on advertising,direct mail, telemarketing, etc. and put it into your pocket instead. This means youwill have more people calling and waiting in line for you than you have time,because each client will multiply.“Mastery” can quite easily be worth an extra $50,000.00 to $200,000.00 or evenmore to you each year you remain in this business. (Bank it all at even modestinterest and in just five years you can retire a cash millionaire.)
  17. 17. To get that good, you must dedicate yourself to doing so: I’ve always beenimpressed with the late Yul Brenner, who performed the “King and I” a recordnumber of times on Broadway - and still rehearsed his lines, gestures and facialexpressions everyday, before every performance, right up until his last one. Howmany times have you written out your own, complete sales script word forword? Recorded it and listened to it on tape? Role-played it with family ormastermind group members? Practiced in front of a mirror? Ever? This month?Get this: I can predict your future bank balances if I know what you read, whatyou listen to, what educational functions you attend, who you hang out with andwhat you work on (practice) regularly. Oh, and years ago, Joe Karbo wrote thiswonderful ad headline: are you too busy making a living to make a fortune? Areyou?Discover how you can sneak into the closed door meeting and eavesdrop on thefree-wheeling, no holds barred discussions of arguably the most elite andextraordinary group of marketing and moneymaking "masters" ever assembled inone place, at one time.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  18. 18. The Truth about QuittingMy father told me that the reason doctors whack babies on the ass immediatelyafter they are born is to communicate a fundamental truth they need to know tosurvive: outside the womb, life is tough. (Do doctors still do this? I don’t know. I’dguess not; today, it’d be viewed as infant abuse and threatening to the tiny soul’sfragile self-esteem, like, say, playing dodge ball and keeping score a bit later inlife. But in 1954, the year of my birth, the Doc at Deaconess Hospital in Cleveland,Ohio delivered that whack.)Everybody is presented with countless opportunities to quit. We stumble intoplaces far most hostile than we anticipated – my daughter’s full term in the PeaceCorps, in some godforsaken jungle with rats on her tin she’s roof, peeing throughgaps, that leaps to mind. We sign on for things that quickly seem more challengingand difficult than we’d hoped for – maybe putting to use what is being provided toyou by the publisher of this; maybe putting together furniture from IKEA. Wewalk into a dark alley, perhaps stupidly or ignorantly or arrogantly, figuratively ofcourse, and then get the crap beaten out of us, literally, and limp home, humiliated.The list of celebrated, influential and rich entrepreneurs with at least oneembarrassing bankruptcy or very close call, past and contemporary, is long, longindeed. I, myself, am on the list, and in very fine company. And if the doc’smessage is true, that life is tough, life for those who claw their way to the peak ofthe business success and money pyramids is even tougher. Entrepreneurship is allabout managing a never-ending in-flow of crap, and diligently looking for the ponyoccasionally in it; about converting adversity to opportunity when you can, and notbeing overly troubled when you can’t. And, of course, not quitting.Quitters are very uninteresting. What’s interesting and instructive is those whoare unabashed, who are quickly resilient, who achieve redemption, who have agreater and grander next act. Over the long haul, this ‘resiliency’ may be the singlemost important of all personal characteristics. How well you can take a punch.How quickly you can recover. How you can weather storms of criticism orhumiliation. How adept you are at reinvention. How courageously and creativelyyou respond to difficulty. If you want to cultivate a characteristic, this is the one.And one way to do it is with little stuff. The day to day. A lot of people are easilyderailed. Easily put into a funk lasting hours or even days. Easily compromise theiragenda. The breeze from a missed punch is sufficient to send them to the canvas.They wonder why they don’t get more accomplished. It’s "their glass jaw.”At least be honest whenever you quit – especially if your reason is “gee, where’sthe Easy Button, anyway? Don’t see it here. I’ll go look over there.” That kind ofquitting isn’t about the place you walked into, the activity you started, the toolboxyou opened up, the learning curve and time required. It’s about YOU.
  19. 19. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insider’s Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  20. 20. The Secret of Getting ReferralsThere has never been any argument in advertising circles that the most effectivebusiness advertising is word-of-mouth advertising.That’s why direct selling is so dramatically successful as a method of marketingevery imaginable product and service, and why direct selling is such a greatbusiness in which to be. As a direct salesperson conversationally telling anotherperson why you like a particular product, you are much more convincingadvertisement than any TV commercial or magazine ad.The tremendous persuasiveness of your personal endorsement of a product is whatword-of-mouth advertising is all about. Much to the chagrin of professional adagencies, such word-of-mouth advertising cannot be purchased. But you, as adirect salesperson, can put this special type of advertising power to work for yourbusiness.Because you are fortunate to be on friendly, personal terms with your customers,you can enlist their aid in promoting your services. You can actually turn yourpresent customers into a personal advertising department. All you need to do ismaster the right way to ask for their help. Develop Personal RelationsIf you learn how to properly ask for their help, your customers will enthusiasticallygo to work advertising your business. This will help promote your services, leadyou to scores of new services, and give you all the valuable benefits of word-of-mouth advertising. There are two types: 1. The customer actually becomes an advertising agent and tells others about you and the service you provide. 2. The customer gives you referrals to people who may be good prospects and allows you to use their name as an endorsement.Either type can be extremely valuable in multiplying your customer list. Avoid PressureThe most important thing to remember is that this kind of help cannot be boughtfrom your customers. It must never seem like you are offering a bribe in exchangefor a list of names. As a rule, people will not “sell” their friends to you. Offeringan “inducement” also might raise doubts about the quality of your services. If theyare as good as you say they are, why should you bribe people for theirrecommendations?
  21. 21. Remember two very important things about human nature: first, people usuallyenjoy telling others about products they try and like. Second, people like to beappreciated. One way they get appreciated is by being helpful to others.In short, offer an incentive for help without appearing to be paying for it. Show AppreciationIn this way, you’re thanking the person, not bribing them. They’ll be pleased,won’t feel guilty, and will be more willing the next time you ask.The next time you call on that customer you should remember to again thank themfor their help. Report to them on the reactions of the prospects they suggested. Letthe person you know you did call on them, that Mrs. Jones did become a customerand purchased such and such, and that Mrs. Walters was interested but wished topurchase at a later date.In many cases, after reporting these results, you can obtain a couple of additionalprospects from them.Prospects are the lifeblood of your business. Your greatest asset in direct sales isyour inventory of prospective new customers. And there is no better way tomaintain that inventory, converting prospects to customers, than by using thepower of word-of-mouth advertising ...with recommendations from your present,satisfied customers. Put this power to work now and watch your profits and yourlist of customers multiply.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  22. 22. InnovateJust the other day, I was listening to a recording of a speech by Joe Sugarman* andJoe said, “One good path to success is to learn all the proven rules andmeticulously follow them. Another path is to occasionally break all the rules,because breakthroughs come only from breaking rules.” Resonates with me; asyou know, I wrote a whole book based on breaking rules. On one hand, I’mcautious about innovation; pioneers usually come home full of arrow; it’s oftencostly and time consuming...and I am always much more interested in “whatworks” than a new idea. However, as Joe said, OCCASIONALLY, or I mightsay, at carefully chosen time, you have no alternative but to be the pioneer in orderto move forward and in order to stand out from the crowd. It is, of course, theminority of times that you successfully innovate that you get noticed for, not themajority of times you successfully follow an already plowed path. (*In case you don’t know, Joe Sugarman is a mail-order pioneer: first to sellelectronic calculators via direct-response ads, first to use 800#’s. You may knowhim via his infomercials or QVC appearances for Blu-Blockers. But his JS&A adsand catalogs preceded The Sharper Image and led in selling various electronicgadgets.) I think the best times to innovate are when you are absolutely convinced thatthe conventional wisdom; the already plowed path; the crowd is wrong. Justas an example, when I was getting started in the speaking business, everybodyseemed to operate under the policy of billing clients for fees and expenses aftertheir engagements (anything else was viewed as impolite and unprofessional), andmost speakers who sold product from the platform sort of begged the clients forpermission, and often sacrificed that opportunity. Very early on, I determined thatbeing in the banking and collections business did not serve my purposes very wellat all – nor did speaking only for wages. So I insisted on a 50% fee deposit to takea date off the calendar, balance and travel expenses paid onsite at the speech, and I refused dates where I could not also offer my materials. Atthe time, peers criticized me; told companies would never accept such terms; andcalled ‘unethical’ by agents and bureaus. Today, my payment policies are thenorm in the profession. Another example: at a time when every vendor in aparticular niche was offering only very expensive services requiring long-termcontracts, I copied their marketing method but used it to sell a substitute product ata very small price (and quickly took in a couple million dollars) – I was convincedthey were idiotically leaving a lot of motived but unsatisfied customers behind bynot offering a low price option.An interesting survey of selected, successful, profitable large corporations turnedup 74% that said they’d achieve their first big success with either a unique productor a distinctive way of doing business, although this breakthrough may not have
  23. 23. come along until they had been in business for many years. Note the word: first. Ialso know many companies that are able to subsequently build on that firstbreakthrough more conservatively, to grow and stabilize their businesses.The bottom-line, I guess, is that you gotta gamble. You try to gamble only whenyou must OR when circumstances look so favorable that it is irresistible, but yougot gamble.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  24. 24. Test and Grow Rich“Testing” is an ugly topic. Why? Because testing variables in advertising directmail, phone scripts and sales presentations requires discipline, diligence andpatience. To get it right, you can only test one variable at a time. This means thatif you change a headline, you can’t change anything else. Plus you have to makesure all other variables remain the same, like the mailing day or a war breaking outthat has everybody watching CNN day and night or the President getting caughtagain with his drawers down or a hurricane hitting.Frankly, most business people will just not go through the “detailitis” required totest - which is why it’s a very good idea to model proven promotions. And insome cases where you’re only going to use something once or twice or you’redealing with a very small number, it’s just not worth testing; instead, you take yourbest shot. But let’s assume you’re working on something you intend to use overand over and over again in some significant quantity, so that it’s worth real effortto fine-tune it...I have some tips for you: first of all, there’s non-testing testing - huh? Well, Idescribe that in my book ‘The Ultimate Sales Letter’ (availableat http://www.gkicresourcecenter.com/books-by-dan-kennedy-and-bill-glazer/the-ultimate-sales-letter/ ), where I talk about the steps to take with a finished salesletter before you actually mail it. Second, there’s split testing, which is the fastestway to test and get to a reasonable conclusion. Let’s assume you have a postcardand you want to leave everything the same but test four different headlines, andyou have 4,000 similar addresses to mail to. You do “nth name testing”; thatmeans Headline #A goes to every 4th name, Headline #B to every 5th name,Headline #C to every 5th name, etc.So you evenly divide the list without bias among the headlines being tested. Somemedia (like Val-Pak or MoneyMailer) will let you split test within a singlebuy. Third, there’s testing against a control. A “control” is a marketing strategythat already works well and you’re using it on a continuing basis - maybe it’s aseries of letters you mail every month. You have been using it long enough youknow what it produces. You have a “known” to measure against. Now you canstart trying to improve that control, ideally one step or variable at a time.If I’m trying to beat a control, here are the “hot” variables I’ll look at closely, tosee if there’s room for improvement: 1. The offer 2. The guarantee(s) 3. The urgency of response 4. The big idea or big promise 5. The overcoming of skepticism i.e. credibility and believability
  25. 25. 6. The style or tone of the writing itself 7. The look of the pieceBy the way, little, very testable things DO sometimes make very bigdifferences. Recently I showed an example in my newsletter of a guy who justadded four rubber-stamped words to the outside of his envelope, and beat hiscontrol by 300%. I once brought a TV infomercial back from the deadby raising the price of the product.Gary Halbert saved the Pearl Cream advertising by adding a particular bonus. In1984, after attending my seminar, a dentist in Sacramento changed five words onhis Val-Pak coupon and went from getting two or three new patients a month to 15to 20. This is the sort of thing that makes direct-response advertising as frustratingas golf. (Did you happen to see John Daly miss a put seven times and scratchhimself out of the tournament a few weeks back? Ugh.)Obviously, you can’t test if you can’t, won’t or don’t collect accurate data. Youhave to code every offer, and track where every ounce of business comes from. Ifyou have employees who are lax about this, you must educate them about theimportance, discipline them if they goof it up, and ultimately can’em if they won’tdo it right 100% of the time. I confess that I fly by the seat of my pants in mybusiness more than I should, but I can’t fire me, God knows there are days Ishould. Anyway, I can assure you: the clients I have with the best profits andincomes possess the best information about where their business comes from.Let me switch gears and talk briefly about another aspect of “testing”. This isactually how all highly successful entrepreneurs view everything they do...astesting. They do NOT see things in the context of “success” or “failure” likeordinary people do, and as a result they do not become “de-motivated” like mostpeople do. See, most people drain all the vitality, courage, optimism and git-up-n-go out of themselves by focusing on all the things they do that don’t work out well,as a compilation of failures.But successful people understand the powerful impact of that negativereinforcement on their own self-image (somewhat akin to the impact of pouring agallon of toxic waste into a pint of clear water, drinking the result, and wonderingwhy the stomach backs up into the esophagus). Instead, they carefully organize thethings they do into a series or sequence of experiments, testing options, andfocusing on the ones they find that work. And they fully expect to go through anynumber of experiments that don’t pan out before walking away from the lab with awinner. This not only has practical relevance, it has profound psychologicalramifications.
  26. 26. Just like a little tweak in thinking can make a big difference in the results of say, anad or a flyer, a little tweak in thinking can make a giant difference in the life resultsexperienced by an individual.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  27. 27. Seeing What No One Else Can See“Wealth comes to the man who can see the potential for wealth. – Napoleon Hill Does this seem goofily obvious? Maybe it is. But then why are so few peoplerich in a placeand time of virtually unlimited opportunity? The fact is, most people see thingsonly as they are.I live in a luxury resort community developed by a guy who made his mark and hisfortunecreating such communities in areas of cities no one else saw as a valuable; in lowincome areas, up the sides of craggy mountains with no flatland to build on. Thegreat visionary entrepreneurs like Walt Disney and Bugsy Siegel and Sam Waltonhad few personal characteristics in common, but they all had this prized ability tosee what others could not even imagine.I think the first place you have to be able to see potential for wealth is in themirror. Most people look in their mirrors and see someone destined to finish asis. They do not see a millionaire waiting to hatch. There is no doubt in my mindthat the picture you see of yourself virtually governs what you become. If wealthis on the agenda, you’d better see a wealthy person, a wealth magnet, a persondeserving of wealth in the mirror.Then comes the ability to identify the opportunity in a given set of circumstanceswhere most others are unable to spot it.There are “formulas”, by the way, that keep getting applied in slightly differentways, over and over again. Consider the trend of the past ten years or so, largelyled by just a couple of development companies, of going into decrepit downtownindustrial areas, converting warehouses and abandoned docks into entertainmentareas full of restaurants, night-clubs, offices – like The Flats in Cleveland, InnerHarbor in Baltimore, etc. I’d call this the “Ugly Duckling Model”, getting rich byturning ugly ducklings into swans. Conrad Hilton started out by taking on ageddowagers hotels and transforming them. Al Davis did it successfully during theglory days of the Raiders by taking on “outlaw” players nobody else wanted. Afew years ago, I was walking through an arts-and craft show somewhere andstumbled across a guy doing a pretty brisk business selling planters made out ofold, worn out cowboy boots he’d rehabbed and decorated – as I recall at about$100 a hit. Look around, you’ll see this Formula at work.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,
  28. 28. from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  29. 29. The Salesman and the Bean Counter“Worriers and spellers can be hired for minimum wage.” – James TollesonI won a couple “spelling bees” when I was a kid, and I’m a reasonably brightguy. But unlessyou’re going to teach English lit, it turns out that mastery of grammar and spellingis not particularly important to most careers or businesses. I get letters from timeto time offering to edit everything from my books and newsletters to my salesletters, to correct the grammar and syntax or present a more erudite, professionalimage-but these letters always come from people who have never had a bookpublished or never made any serious money from creating advertising. You CANhire these folks for minimum wage all day long. Most of the highest incomeearners I know have a few of these people around. The point, of course, is that“perfection” and “professionalism” as defined and perceived by most people hasnot one darned thing to do with making a lot of money. It turns out that bookpublishers all have editors who can fix what you write – what they need issomebody who can come up with salable books and then sell them. Ad agenciescan hire people to fix grammar easily; what’s hard to find is the guy who can comeup with something like “They All Laughed When I sat Down At The Piano…” thatcan actually sell something.See, when you have the ability to cause people to jump up and part with theirmoney, you can hire – or the world will ante up and provide – people to run aroundbehind you and do everything from fix your grammar to get your laundry cleanedto mollifying hotel managers after you’ve trashed the penthouse suite. This tellsyou the one and only business skill worth focusing on, worth mastering. And Ican’t tell you how happy I am to have had that revelation early in life.As an aside, if you really want to do your son or daughter a favor, push them intosummer jobs in selling. Even if they want to become doctors or, God forbid,lawyers later, the most valuable part of their entire education will be the threemonths spent selling in the store, car dealership or door to door. (Some years back,I did a survey of 100 chiropractors with practices earning at least $500,000.00 ayear; over 80 of them had worked in direct sales, like selling vacuum cleaners, firealarms, cookware, etc.)Similarly, you can also hire a bunch of pinheads and bean counters to sit aroundand worry over every imaginable detail and potential problem for a whole lot lessthan you can make from the same time selling or causing sales. In essence, itreally doesn’t pay to worry! Hard to break the worry habit: most of us are taughtthis habit by our parents and have it deeply imprinted in our subconscious. Thebest antidote or, at least distraction though is positive, productive, proactiveaction. I do know one entrepreneur who actually hired a guy to worry for him – hepays him $35,000.00 a year. Every morning he gives his Vice-President of
  30. 30. Worrying a list of stuff to worry about, and then he goes on to focus on selling andcausing sales. This pretty much tells you the only two functions of business worthinvesting your time and energy in. And note this: everybody who takes your timeor attention away from those two things is your enemy.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  31. 31. Leading the Pack Even When You’re Out-Ranked and Out-Gunned“Leadership depends more upon the man than the rank.” - Harold Geneen .For good or bad, I consider myself fortunate to have missed the Vietnamexperience. But I’ve talked to enough vets to know that “fragging” was muchmore common than the public knew; meaning, grunts shooting their leader in theback. This demonstrates that rank doesn’t necessarily guarantee respect. Thesame thing is true in less deadly situations. Just because you’re the boss no longermeans anybody will do as you ask.Fortunately, this has a very positive flip side. When I first read this, I was alsoreading Ringer’s stuff, and I realized that you can take control, assume leadershipand be the boss in situations where you have no rank. This is a very liberatingidea. It frees you from structure, from intimidation and from a whole lot of verylimiting past programming. You can become the leader in a defined marketplacein under a year, even if there are companies competing there with 100 years’tenure. You can lead a meeting, a group’s thinking or the direction of a projecteven if you are the newest, smallest puppy in the kennel. As a consultant, I oftenfind myself leading in situations and environmentswhere I have no rank.Where Does The Confidence To Lead Come From?I think all leadership confidence is based on a disdain for the other contenders andfor the troops. This is a controversial idea, very offensive to many, and Iunderstand that. Military and political leaders will vehemently deny it. But thetruth is, most leaders gain the confidence it takes to lead by looking around andarriving at the conclusion that everybody else around them is inept, inarticulate,lazy or otherwise woefully unqualified. This is the best reason of all to enter a newbusiness or a new market, by the way: the conviction (not just arrogant opinion)that those already there are idiots. I’ll never forget how my confidence about beingin the speaking business soared after attending my firstNational Speakers Association event – sure, I saw a number of people there whowere better speakers than I was, but I met nobody with their head screwed onstraight about the business. I also saw a group of professionals obsessed with theillusion of “rank” that was meaningful to them out meaningless in themarketplace. Whenever you spot such conditions, you can count on having foundenormous opportunity.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,
  32. 32. from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  33. 33. Success Secrets “They Don’t Want You To Know”There is a tendency amongst authors writing about ‘success’ – as well asentrepreneurs and CEO’s telling their success stories – to be warm ‘n fuzzy andpresent classically popular ideas palatable to the largest number of people. To saythat nice guys win. That having a positive attitude and drawing little smiley facesabove the i’s you dot will not only endear you to people but actually attractprosperity. In truth, there is little evidence of this. None of it is harmful inmoderation, but it conceals fundamental truth about ultra-high achievers: they tendto be tough, intolerant, hard-driving, demanding, competitive people often viewedas difficult, mean and ruthless by others. And they tend to have a profound sense ofsuperiority usually viewed as arrogance. It sometimes gets them in trouble, but it isalso an essential factor in their success.Quoting a Forbes reporter: “Donald Trump has a dim view of the world. To thereal estate mogul and TV star most people are either ‘enemies’, ‘bastards’,‘sleazebags’, or ‘stone-cold losers.’ “ Bill Harrison recently gave me a phenomenalbook by one of the richest Europeans you’ve probably never heard of, FelixDennis, ‘How To Be Rich’, which has much to say about this, and should be readby anybody who thinks they sincerely want to be rich. (It’s also a fun read.)These individuals who raise themselves to great wealth and power exhibitmessianic beliefs from the beginning. Gene Landrum writes about this extensivelyin his must-read books on the high achiever’s psyche. He cites countless examples;one, Napoleon being told by his mother while still in the cradle that he was born torule the world. Andrew Carnegie spoke of having a sense of enormous superiorityover ordinary men. In the book ‘The Alexander Complex: The Dreams That DriveGreat Businessmen’, its author notes thatgreat business empiricists “live in thegrip of a vision. Because they are convinced they can change the world, they oftendo.” With this sense of superiority comes the unavoidable conviction that mostothers are profoundly inferior. These individuals see themselves as strong anddisciplined, others as weak and undisciplined; themselves as independent and incontrol, as kings, others as dependent and in need of constant supervision, aspawns to be moved about as necessary. These individuals have a centric vision,demanding that the world revolve around them. They see their rightful place asatop the hierarchal pyramids because of their superior studiousness, tough-mindedness, discipline, determination and resilience. (NOT superior intelligence,as Dennis points out, and as I have frequently stated.) While they may say thatthere’s nothing significantly different between them and other men on the street,because humble plays well, they privately know the opposite to be true, and havedisdain for all those who could but don’t.Further, these people take (legal) advantage when and where they can. SamWalton cultivated an image as the folksy fellow in the battered pick-up truck, butAndy Griffith he was not. Walton’s success formula focused on minimized labor
  34. 34. costs, grinding vendors down on price repeatedly, and forcing manufacture of mostgoods overseas. Wal-Mart has always been run with an iron fist: wage caps;extensive electronic surveillance of employee phone calls and workplaces;prohibition of purchasing agents accepting so much as a cup of coffee from avendor; an internal security force investigating every deviation of company policy.NIKE founder Phil Knight made his fortune in shoes by paying Indonesian factoryworkers less than a dollar a day …eventually admitting that his company had“become synonymous with slave wages.” Bill Gates an elephant eagerly stompingmice. Opportunism, even predatory opportunism is heavily in play. One rich clientof mine I won’t name recently told me – gleefully – that economic slump in hisindustry prompted him to open up his piggybank, because it was the ideal time tosteal competitors’ best employees and advertise more aggressively than ever tobuild market share. Rockefeller famously said, “I buy when there is blood in thestreets.”Attitudes and behaviors most view, at best, squeamishly, and at worst, as evil, areaccepted by high achievers as what separates the men from the boys. A very richman I got to know 20 years ago, who made his money buying up cash-strappedcompanies at virtual gunpoint, told me: “I have five secrets. Five reasons I am richwhile others are not. One, I am willing to pick up turds with my bare hands whennecessary. Two, I am willing to trample the weak without qualm. Three, I am avery tough sonofabitch, I’m damn near impossible to knock out, but I’m stillcareful to pick fights with inferior opponents as much as possible. Four, I don’tcare about being liked. Five, I only generously reward performance.”These are some of the success secrets “they” don’t want you to know.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  35. 35. 5 UN-Creative Thoughts About CreativityEntrepreneurs and marketers are constantly challenged to be creative. Butcreativity as it is commonly thought of and practiced is sin not virtue, because it isslow and ponderous; because it begins with a blank slate. One of the mostprofitably creative entrepreneurs of all time, Walt Disney, said “….stop talking andbegin doing.” To be profitable in the real world, creativity must be fast, decisive,practical, implementable and implemented. There’s little room for creativity forcreativity’s sake.I tend to practice “creativity cheating” – and thought I’d give you a few quick“cheats”, from the many I talked about at my one day Creative Thinking ForEntrepreneurs Seminar.*#1: STEAL AND ADAPT WHAT’S ALREADY BUILTFrom Tony Baxter, Senior V.P., Creative Development/Imagineering at Disney:“For the climactic scene in the Indiana Jones Adventure at Disneyland, we wantedthe ride vehicle to suddenly start backing up as the giant rolling boulder comesthundering toward us. Having a ride vehicle back up in the middle of a ride isSOMETHING THAT’S NEVER BEEN DONE, BECAUSE IT’S NOTPOSSIBLE. With eighteen vehicles traveling down the same track at the sametime, a vehicle going in reverse would collide with the next vehicle coming behindit along the track. But if you’ve ever ridden in the Indiana Jones attraction, youknow your vehicle does suddenly start backing up. At least that’s your perception.Your vehicle has actually stopped. It’s the walls and ceiling that are moving,giving you the undeniable feeling that you’re traveling backward…….so, wheredid we come up with this solution? A car wash. One of those self-service machinesat the gas station where you pull your car in and park while a series of brushes andspray heads mounted above and beside your car travel back and forth.”There’s more to Tony’s story, but enough here to make the point: whatever you’retrying to do, somebody has already figured out and built --- just not in yourbusiness or industry or in an application you might ordinarily, easily think of inconnection with your business. You do NOT want to invest umpteen days, weeks,months duplicating all the figuring out and innovation and engineering – you wantto find the thing that’s already built.Oh, and a key question to ask every time you see anything, go anywhere,experience anything: how can I use that?#2: WORK BACKWARDS
  36. 36. Most people approach creative thinking from the front – the idea. Let’s say you’regoing to open up a new restaurant. You’ll probably start with the name, maybe thetheme, the menu. But the best place to start is with what will insure a customerkeeps coming back. Or his final few minutes in the place. What goes on at the cashregister. What will create the highest average ticket. In short, you start thinkingabout outcomes and then build backwards. Right now, in the movie business, a tonof very important money comes from stealth advertising and product placement.So very, very, very early in the creative process, in many cases prior to script anddefinitely prior to picking actors, the list of every possible product/advertiser thatcan be integrated into the film is thought through. I am told in one blockbustermovie of 2005, a scene that took place inside a ski resort’s dim-lit bar at night inthe book was moved to daytime, outside on the restaurant’s deck because theycould get a sunglasses company, a parka company, and a liquor company with itsname on patio table umbrellas to pony up money.#3: BE MARKET / BUYER DRIVEN IN (ALMOST) EVERYTHING YOUDOI started out, ever so briefly, in the ‘traditional’ advertising business, and haveoccasionally been involved – such as a few years back when I butted heads withWeight Watchers’ big name Madison Avenue agency. They tend to start theircreative process with random ideas. If you watch the advertising-related exerciseson ‘The Apprentice’, you’ve seen this same mistake made. So, gather a bunch ofad industry creative types together to talk about advertising for a new perfume,they’ll instantly leap off a dozen creative cliffs: names, colors, package, celebrity,music. I say: wait a damn minute! Tell me who the ‘target’ is – don’t even bothertelling me about the product. I don’t give a rat’s patootie that it smells like jasmineor ocean breezes or beached whales in the last throes of death or is made fromcedar planks or horny minks’ glandular secretions. I want to work backwards fromwho the intended buyer is. And it matters whether she’s 18, 25, 30, 35, 40, 45, 50,55, single, married, etc. I catch clients constantly playing BLINDARCHERY. Don’t develop a product or service or offer or Marketing Messageunless you are developing it for a particular somebody. Not only is that the bestand surest way to make money and avoid flops, it’s a terrific creativity shortcutbecause it narrows your range of creative work from the git-go. If you want tomanage time better, by now you probably know my best strategy is to give yourselfless loose time to manage. If you want to get through the creation process quicker,give yourself a smaller canvass.#4: SWIPE, SWIPE, SWIPE, SWIPE (LEGALLY & ETHICALLY)I get real joy out of hearing from GKIC Members as I did the day I wrote this, andhearing one after another telling me how they took an example from the NO B.S.
  37. 37. MARKETING LETTER, etc., etc. Again, you should never start with a blank slate.Too hard, too slow. Gather up some stuff to give you a jump start.#5: DOODADS AS INSPIRATIONOne of my favorite shortcuts is finding the little doodads, promotional items,grabbers that are available, that suggest or furnish the theme for my marketingcampaign --- especially when doing direct-mail. The copywriting I did for RoryFatt’s boot camp one year, ‘The Magical Business Life Boot Camp For RestaurantOwners’, was because I first found a bunch of magic stuff in the Oriental Tradingcatalogs: tricks, cards, top hats, etc. I picked the theme because these things wereavailable cheap.If you don’t get these catalogs, you must:Hands On Fun – Creative Toolswww.handsonfun.comOriental Trading/Businesswww.orientaltrading.comFun Impressionswww.funimpressions.comHere are just a few items that beget ideas:Magnetic Construction Set“Build a better _____________”Foam Fall Leaves“The leaves have started to turn colors – your reminder to __________”Dinosaurs“Once upon a time, mighty dinosaurs ruled the earth. They no longer even exist/Why? Because they didn’t adapt to change. Don’t risk extinction!”Jumbo Foam Dice‘If you want to gamble, go to Vegas.If you want a sure thing: ________________”
  38. 38. Seasonal Themes….a little more obvious. For example, Chinese New Years, St.Patricks DaySo, for example, instead of the Magic theme, next year Rory might use : Build ABetter Restaurant Business. There’s the construction set I just talked about, hardhats, toy hammers and tool kits, sales letters printed on architects’ blueprints,building permits, and on and on and on. Who else could use this? Kitchenremodelers…..fitness center (build a better body)……karate school (build a betterkid)….See, wandering through one of these catalogs is another creativity shortcut.There’s a business term: “speed to market.” It’s extremely important. Theentrepreneurs I work with who make the most money are “speed to market”people. They rely on creativity shortcuts. You should too.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.Discover more about Dan Kennedy by clicking here.
  39. 39. Which Gets Read More – Ads Or Articles? The ‘Advertorial’, The Challenge Of Maximum Readership ReconsideredThe knee-jerk answer is: articles. And the argument for the “advertorial” i.e. an admade to look like editorial material is that it is obvious; people buy newspapersand magazines for the articles, not the ads. But, like all dogma, ain’t necessarily so.For example, lots of people buy the Wednesday newspaper to get the supermarketcoupons, buy the Friday or weekend newspaper to see the movie and nightclub ads.In analogy, people often go to national conventions more interested in the tradeshow than in the seminars, me included. MY ADVICE: DON’T STEP IN THE DOGMAAnybody who has an ironclad rule about the most successful way to dosomething can be proven wrong. I constantly violate one of the most respecteddirect response copywriter’s rule about the number of words for a headline. The“A-pile mail” argument makes perfect sense, but I have beaten it in split-tests withteaser copy laden envelopes. Not often. But sometimes. To conclude that theadvertorial is the ad format that will always get the highest readership is wrong. Onthe other hand, a lot of advertisers err in never using it – in space as well as indirect-mail.I try to be careful about this; I know too much about what doesn’t work. So, I try tobe careful not to be dogmatic, or too quickly shut off a client’s idea. I’ll say: I’venever known ‘x’ to work, and I’ve certainly seen it not work, but let’s explore itfrom several different directions, including…..can it be easily and cheaply tested?Is there a more reliable approach that will do just as well? Is there enough benefitto balance the cost of experimenting? Etc. THE CHALLENGE OF READERSHIPHere’s the key point to keep in mind, whether contemplating different ads orFSI or direct-mail formats, headlines, photos, grabbers, etc.: it can’t sell if itisn’t read. The Big Lesson is – you have toWORK JUST AT GETTING ITREAD. Not presume readership, which is what most people do. Way, way, waytoo much advertising and mail is produced with a presumption of readership.Actually, the opposite is the smarter approach; presuming every recipient will tryNOT to read it. THE BEST WAY TO MAXIMIZE READERSHIP IS…
  40. 40. ….targeting. My ‘message to market match’ principle. But when you can’t target,when you must use mass media and fish from a very large lake, then you have towork even harder at getting people to bother reading your message.DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.https://gkic.infusionsoft.com/go/newmifge/seoptimized
  41. 41. Watching The ClockThe ‘secret’ reason long copy usually out-sells brief copy, and lengthy salesletters out-sell short ones is simply time. The longer the prospect stays in mystore…. the more time he invests in my proposition, the more likely he is to buy.The best catalogs are designed to keep the person paging through them for thelongest possible amount of time. The best stores keep customers in them for thelongest period of time possible – which the FAO Schwartz store in Vegas hastackled many different ways; three floors, slow escalators with brilliantlyconceived signage that sells, the opportunity to buy 30-minute use cards to play allthe games on the 3rd floor, the environment itself, a maze of specialty stores withinthe stores, salespeople who engage you (not clerks), even a soda fountain andsandwich/snack counter, so you need not leave for food. The best sales letters keepthe reader reading for as long as possible. It’s why we use multi-media: letter, CDor DVD --- it expands the amount of time the prospect invests with us. The bestweb sites are designed to involve the visitor and keep him there.I’m amused when clients fall into the grip of competent technicians who aremarketing nincompoops. The fools tell the clients that their sales videos should beno more than seven minutes long, audio CDs ten minutes at most. In one of mybusiness fields, professional speakers are even fed this nonsense: keep your demoreel short. All the opposite of the ideal: find ways to create so much interest the person will stay with you, keep listening, keep watching, keep reading. The more time invested, more likely to buy.In good old fashioned nose to nose, toes to toes, mug to mug selling, first inpeoples’ living rooms, then B2B, in offices, I quickly learned what many suchsales warriors know: likelihood of closing goes up in 15-20 minute increments. IfI’m there for 2 hours, I’m not twice as likely to close as if there for only 1 hour,I’m three to four times more likely to close. That’s why the in-home guy sellingpots ‘n pans or encyclopedias, etc. unpacks and has stuff strewn all over the place;it expands the time he’s there.
  42. 42. Of course, you can overstay welcome, unsell the made sale. In each sellingsituation --- on stage, face to face, in a tele-seminar, in print, online, etc. ---there is a specific “sweet spot” where sales peak; stop short or go long, suffer. Formy basic ‘Magnetic Marketing’ speech, it was 90 minutes. I could get good resultsin as little as 70, up to 120. Less than 70 or more than 120, the sales drop offdramatically. But for the most part, most people stop way, way short of the pointwhere maximum sales occur.There is link between time invested and likelihood of buying.The highest earning auto salesman I’ve ever known always took prospects to hisoffice first, for conversation; then out to look at cars; then to test drive; then backto the office. Why not right out to look at cars? 15 more minutes. That’s why.But what about….Today’s shorter attention spans.Age differences – younger buyers, shorter attention spansMy customer’s different…..he’s very busy, won’t read a book…Blah, blah, blah.Look, all these things are real. Yes, today, everybody’s busier, there are fewerreaders and fewer people reading as a matter of course, younger buyers do haveshorter attention spans. But the correct answer is not to sacrifice what’s effective,not to merely surrender. The answer is to be more interesting and compelling.A few years ago, ABC-TV was in the dumper. Fourth of the four networks, no hits.And series TV had given way to modular TV. Shows like CSI, CSI Miami, CSINew York, CSI Poughkeepsie, LAW & ORDER, LAW & ORDER SVU, LAW &ORDER CI, LAW & ORDER PMS, etc. are all designed so you do NOT need tofollow them week after week. The story line begins and ends in each show. Eachepisode is self-contained and free-standing. And because of their success (as wellas, admittedly, higher syndication longevity and value), the prevailing viewpoint innetwork television was that episodic, serial shows were dead. ABC, desperate for abreakthrough, went contrarian – and hits have emerged that are, in fact, serial:Desperate Housewives and Boston Legal, Sunday night winners. My point is simply this: it’s less about modular or serial, as it is aboutinteresting and compelling. And purely in terms of sales effectiveness, who’sevidencing greater power? --- the writers, actors, etc. behind a show so fascinatingviewers calendar it and make a point of being home to watch each episode, orthose whose viewers feel comfortable with missing an episode?
  43. 43. Sometimes we are legitimately constrained by weight for a direct-mailpiece, or space in print advertising, the 28 minute limit for the infomercial. Butmore often, marketers unnecessarily imprison themselves, with self-imposed timelimits far short of their real time limits for their sales presentation and theprospect’s buying experience. Sometimes we are legitimately constrained by very practical operationalconsiderations. In my old seminar business, selling to chiropractors, dentists,podiatrists, optometrists and veterinarians, we found the 3 hour evening seminarfar easier to get attendance for than the full day, and it allowed the speaker to traveleach A.M., work every P.M., thus fitting five seminars and five cities into fivedays (vs. three in five if full days). So, essentially, operational considerationsexerted control over sales considerations. But more often, operations controls saleswhen it shouldn’t. The first, best way of thinking is to determine what situationwill optimize sales, then try and figure out how to create that situation. More often,marketers decide on the situation that suits them or their employees or fits someindustry norm, then try to create sales within its parameters. A mistake made at Caesars Palace: they built a gigantic, new 4,000 seatshowroom for Celine Dion. Next to it, is a giant Celine Dion store of souvenirs,music, clothing, etc. But the people exit the showroom down steps next to thestore. They should be forced to exit through the store. (Disney rides, like Tower OfTerror at Disney/MGM exit through the souvenir store.) This is minutes in a store,and minutes translate to money. You have to look carefully at how you manage your prospects’ orcustomers’ time. There is a three way linkage: Interest+Involvement+Time Classic involvement devices in direct-mail include the “affix these stampsto the card” Publishers Clearinghouse kind of mailing pieces. Opening sealedenvelopes. Taking quizzes and tests. Even a trick used by Sugarman (and others):find the misspelled words, get the right count, win a prize. Some of these classicscan move online or into other environments; some can’t. In retail, such things astrying on clothes or test driving a car. Maytag is testing stores where you bring inlaundry and do it there, or cook in the in-store kitchen. The retail chain (also with astore in the Forum Shops) that gets this done through demonstration is Houdini’sMagic Shop. On my team, EVERYBODY made a purchase there – and they heldus for about 30 minutes. Including the red room/blue room gambit: buy now, we’lltake you behind the curtain, in the back room and teach you to do the trick. In-home party plan selling is making a huge comeback. Here’s why I’vealways liked it: every single person who takes the time to go to an in-home party,goes intending to buy something and does buy something; coming home empty-
  44. 44. handed would seem like a waste of time! But instead of a quick walk-through of astore, the person is kept for two hours. Most buy multiples, spend more than theyintended – because of the two hours. And the involvement: interaction with thesalesperson and other customers, demonstration, looking through catalogs together– involvement. For the party plan business, INVOLVEMENT + TIME equalssales. So, things to think about –How can you get your prospect more invested in getting ready to buy from youand in selling himself, so the sale is more automatic, the customer will buy more,will pay more?How can you get your prospect to invest more time reading, listening, watching,visiting?How can you actively involve your prospect?How can you create a buying experience?DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid andsought after marketing and business strategist; advisor to countless first-generation,from-scratch multi-millionaire and 7-figure income entrepreneurs andprofessionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000compensated presentations, appearing repeatedly on programs with the likes ofDonald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), andmany other celebrity-entrepreneurs, for former U.S. Presidents and other worldleaders, and other leading business speakers like Zig Ziglar, Brian Tracy and TomHopkins, often addressing audiences of 1,000 to 10,000 and up. His popular bookshave been favorably recognized by Forbes, Business Week, Inc. and EntrepreneurMagazine. His NO B.S. MARKETING LETTER, one of the business newsletterspublished for Members of Glazer-Kennedy Insiders Circle, is the largest paidsubscription newsletter in its genre in the world.https://gkic.infusionsoft.com/go/newmifge/seoptimized
  45. 45. Can You Handle The Truth? Will You Tell The Truth?We are very, very sloppy with language.Consider the word “can’t”. People use it often, casually, and, mostly, inaccurately.As in: I just can’t seem to lose weight. Actually, barring a genuine medicaldisorder, the odds against somewhere in the 25,000 to 1 range, anybody can, infact, lose weight. There’s no mystery to it whatsoever. Reduce calorie, fat, andempty carb intake, add exercise. The accurate word replacing can’t here wouldbechoose. I just seem to choose not to lose weight. I choose to remain fat, ugly,unhealthy.I’m not a theologian, but I recall one of those bothersome commandments broughtdown from the mountain having to do with not lying. I know a lot of people whoprofess belief in those ten, yet lie like dogs daily to themselves. You’d think wecould at least manage some private honesty with self.In my businesses – publishing, consulting, coaching, training – quite a few peopleexcuse themselves from doing the things necessary to be successful. In 30 years, Iimagine I’ve heard every excuse. Most quitters aren’t very imaginative, so even the30 year list is short. There’s the old story of the guy asking his neighbor to borrowhis tractor. His neighbor says: “Can’t let ya. There’s a horrible drought inKansas.” The puzzled guy says, a little irritated, “We’re in Iowa. What the heckdoes the drought in Kansas have to do with me using your tractor?” And thefarmer says: “When a man doesn’t want to lend out his tractor, one excuse is justas good as another.”Whoever publishes the piece in which you find this series of Why PeopleFail articles is just like me and every coach, karate instructor, art teacher, personaltrainer, business advisor; he, we, hear a lot of quitters’ excuses. One of thesaddest is “I can’t afford it.”My friend Jim Rohn, a world class success teacher, has famously said: “Richpeople have big libraries. Poor people have big TV’s.” Somebody visiting one ofmy homes said, “It must be nice to be able to afford to buy and own all thesebooks.” (There are thousands.) I said, “It is – but a good number of them werebought when I couldn’t afford them.”They are cause, not effect. When Houdini moved from his country home to thecity, it required five full-size moving vas just for his library of books about magic,

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