Archive for 2014


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

By: Dan Kennedy on: October 22nd, 2014 No Comments

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

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

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

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

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

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

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

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

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

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

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

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

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

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

#2 – Why should anyone believe it?

#3—Why should anyone do anything about it?

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

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

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

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

Is your advertising failing more than you think it should? Bad advertising wastes precious marketing dollars. Get our FREE Report on “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”.

Three Steps To Never Prospect Again

By: Dan Kennedy on: October 17th, 2014 1 Comment

It’s been 40 years or more since I replaced old-fashioned prospecting grunt work for a 100% measurable way to attract a predictable, reliable stream of ideal clients.

Success at getting qualified clients, customers, or patients has a lot more to do with understanding the real secrets of direct-response marketing…and a lot less to do with chasing after prospects.

Whether you are just getting started in business or you’ve been in business for thirty years… believe me, there’s nothing better than only talking to prospects who have already “raised their hand” specifically to TALK TO YOU!

To experience this kind of client attraction, the most important thing you can do for your business right now is to develop a reliable and predictable client, customer, or patient “Lead-Generation System.”

A successful Lead-Generation system should have the following components, several of which many (if not MOST) business’s overlook:

1)    A “Slam Dunk” Customer.  If you’re trying to target the entire world, you’d better be prepared to go head-to-head with big, dumb companies with billions of dollars to waste in the effort. Going after every possible person who could ever use your service is a fool’s errand.  Instead, step back and think about, whom right now, are your favorite clients… where do they come from? How do they act?  What do they read?  How much do they earn?  What are their hobbies?  What is it about YOU that they tell you they resonate with?  Getting a solid grasp on WHICH this person is, WHERE to find them and WHAT it is they truly desire that only you can provide … and for the PRICE you want them to be able to pay… is a crucial first step to your lead-generation system.

2)    A “Killer” Lead Generation Magnet.  You need to give them a clear reason to contact you and get that reason in front of your “slam dunkers.”  It should be something targeted to narrow down your perfect clients from the unwashed masses…this “thing” is an incentive for response we call a Lead Generation Magnet.  Many times these are informational in nature, such as reports, guides, books, CDs, webinars or even other kinds of gifts.  Obviously, the more desirable the magnet and its offer, the better the response you’ll get.  You generally want something that is directly linked to your business.  For instance, the investment company offering a free road atlas in exchange for a call in appointment would be better served by a free report detailing “The 5 Secrets The IRS Hopes You Never Discover that Can Save the Typical Family $5000 a Year in Taxes.”

3)    Answer the WHY You Question?  The question I pose is “Why should I do business with you rather than any other option including doing nothing?”  The answer is what we call your Unique Selling Proposition (USP) and your lead magnet should make dead solid certain that the factors that make you different are clearly spelled out.  This provides fuel to the call to action (something else you need in your magnet, do NOT forget that critical piece) that compels them to act without hesitation, knowing that the benefit they seek can only be found with your products / services.

Don’t rely on hope, networking, or prospecting grunt work to get customers through your door or to your website. Create a lead-generation system that includes these key components to get them to raise their hands and ask for YOU.

If you have found that getting customers is tougher, if you have to talk to a lot more people than ever before, or found that it’s been stressful getting consumers to open up their wallets or you just aren’t where you want to be…then I have good news for you.

Because now through Monday, October 20, 2014 at midnight for just $1.00 you can gain full access to GKIC members #1 recommendation for creating the ultimate client feeder system … Magnetic Marketing.

Hands down this is the top resource members tell business owners they should get.  And because GKIC and I feel so strongly that every business owner can benefit from having a system in place, we want to make it as easy as possible for you to get.

Click here now to claim your $1.00 trial offer of Magnetic Marketing so you can begin attracting a steady and reliable stream of consumers.

 

Four steps to discover if you should be paid for something you are giving away FREE

By: Dave Dee on: October 17th, 2014 1 Comment

 “Chances are you are giving away a potential information product for free when people would gladly give you money for it.” –Dan Kennedy

Recently, I came across a rant by a well-respected, knowledgeable, and experienced professional marketer.

He was upset because people kept asking (and expecting) him to answer questions for free. When he suggested they purchase his book which contained the answers they were asking, some were offended.

He made the point that we pay for dental work, dry-cleaning, car repairs and so on, so why should his advice be any different?

He has a point.

If you go to the dentist because your gums are sore, you don’t expect the dentist to diagnose your problem for free.

If your automobile is making a funny sound, you don’t expect your mechanic to fix it for free.

If you want to remodel your kitchen, but don’t know how to do it, you don’t buy the materials and expect a contractor to come in and show you how to do it for free.

If your goal is to earn a college degree, you don’t expect to be given free tuition to gain that knowledge.

His rant was met with overwhelming support. People responded by commenting that those who want the answers for free… aren’t serious about their business … feel entitlement… and are demonstrating “employee behavior” where employees expect to be spoon-fed.  Plus on top of all that, they don’t value the information because they paid nothing for it.

There were dozens of comments. The list of people in support of paying for information that contained knowledgeable answers was long and resolute. One person made the point, “Nobody works for free.” Even when voluntary, there is usually the expectation that there will be some sort of remuneration on the back end.

So the question I have for you today is: Are you giving away answers—information—when people would (and should) gladly pay you for it?

Here are four steps to find out.

Step One: Do some easy research. Start by thinking about what people ask you or what advice you continually repeat. If you aren’t asked these questions, but suspect you have a good idea, then ask people to help identify their frustrations to see if you might have a solution for them. Below are three categories to get you started:

  • Solutions to daily frustrations in your market. Do you hear people in your field complain about things that drive them crazy for which you have an answer?

For example, do they have employee problems, a lack of customers, problems satisfying customers’ orders, problems finding good suppliers, companies luring their customers with low prices or false information? If you find yourself answering any of these questions then you may have information people want and will pay you for it.

  • Solutions to frustrations for hobbyists. People who are passionate about a hobby…golfing, cooking, knitting, gardening, traveling, playing an instrument, etc.…want ways to do these things better. They take pride in improving or want ways to enjoy their hobby more.

For example, a surefire way to stop slicing the ball when playing golf or an easy way to get rid of pests in your vegetable garden or seven sweaters you can knit in a day. Can you see how all of these would rid a hobbyist of a frustration therefore making the hobby more enjoyable?

  • Advice you repeat again and again and again. Do you have advice that you continually repeat? Such as parenting advice or how all six of your kids got through college without any debt?

If there is something you repeat to friends, family, or at functions and parties, it might be something people would pay to receive.

Step two: Investigate the market. Once you have an idea, find out more about the market. How large is it? How many potential customers do you have regionally or in each state? Are there multiple publications already being sold in that market? Are there specialties or sub-niches in this market? By investigating the market you may find there isn’t as much demand as you thought or vice-versa!

Step three: Look at history. Take a look at who else has tried to sell something to this market. Were they successful? Have other information marketers offered products to this market in the past two or three years? Are they still in business?

What about vendors that are not marketing information products but that promote themselves within this market? This is not only valuable to see what has been successful (or if it’s been successful) but can also help you identify potential partnerships.

Step four: Research competitors. Spend time researching potential competitors. Look at their websites. Read magazines that talk about them. Look for trends, economic factors, new ideas, technology or information that might impact or affect your target market.

The chances are good that you are giving away information free—right now—when you could be making money from it.

Isn’t it time you started being compensated for your knowledge and efforts?

If you want to know if you have a marketable information product, use these steps to find out before creating your information product. It will save you loads of time and money and help you discover whether or not you have a product people want. Plus you’ll find out what has worked and what hasn’t so you can avoid repeating the mistakes others have made.

**NOTE** Having and actual marketing plan that you KNOW works removes all stress, puts money in your bank account and most importantly frees you up to actually work on what really makes you money, or better yet, frees you up to do something other than work!

Dave Dee is doing a free training you can watch right now that answers the question…How do I get more customers, clients and patients?  What does marketing look like for a small business?  How do I get my business started?

To join this free webinar simply click here now and reserve your spot and start enjoying the freedom, peace-of-mind, and PROFITS that a real marketing plan gives you, virtually immediately.

Three Things I’ve Learned About How To Fire Up Your Internal Motivation

By: Dave Dee on: October 14th, 2014 1 Comment

I remember the day so well…

I was working at Magic Masters selling magic tricks. Magic Masters is located in the hotel lobby of the Hilton in downtown Atlanta.  That particular day there was barely anyone in the hotel. Which meant no one was coming over.  Which meant I had limited opportunity to sell people magic tricks.

I was frustrated and angry about being in debt, not making any money, and working at a dead end job. I wanted to be a professional magician, not sell tricks at a dinky little shop. My blame list for why I was in the situation I was in was very long.

Then, my friend Jon, stopped by with an audio cassette program in his hand and excitingly told me, “You have to listen to this guy.” It was a six cassette program from some motivational speaker who at the time I had never heard of.

I kind of rolled my eyes thinking that all the motivational stuff was B.S.  But the thing is…that motivational stuff completely changed my life.

There are three things I discovered from the cassette program my friend gave me:

1) Inspiration and motivation are NOT the same thing. Sure you can be inspired by other people’s stories. If you see a story about someone losing a ton of weight, you might be inspired to lose weight. But this isn’t enough to get you to do something about it and make lasting change. Motivation comes from within. You have to work on your own personal motivation if you want lasting change.

2) If you want to succeed, you have to master your personal motivation. As you may know, ever since I was eight years old, I wanted to be a professional magician. It was my dream, it was the vision I had for my life, it was what my gut told me that I should be doing.

I was told it wasn’t practical, that it was too risky, that it was too hard, that it was too complicated, that I wouldn’t make any money doing it.

I remember how it made me feel to have people constantly questioning the vision I had for MY life. It was NOT a good feeling. Plus it only magnified my own fears and doubts.

We all have things that hold us back—whether it’s our own fears and doubts or the oppressions of others. When you dig in and discover what your personal motivation is, nothing can stop you. And you’ll find that you’ll be able to overcome your fears, doubts, and even naysayers.

3) There is a formula for motivation. While I didn’t believe it at first, I soon discovered that there really is a formula for motivation. If you look around, you’ll see that the people that are truly living their dreams seem to be full of energy and super motivated all the time.

What I’ve discovered is that all the super successful people I have ever met use this formula. They figured out what it took to wake up charged every day so they could get the most out of life.  This is a key factor in having the freedom in their life to get what they want.  (Brendon Burchard is giving away this formula free right here.)

Finding your personal motivation will help you wake up each and every day feeling charged and ready to conquer your goals. You’ll experience more success, have less distractions, and you’ll feel happier. So don’t leave motivation in someone else’s hands. Find your personal motivation and take charge of your life starting today.

My friend, Info-SUMMIT guest speaker and best-selling author Brendon Burchard is giving away a limited number of his new book, The Motivation Manifesto: 9 Declarations to Claim Your Personal Power which you can get right here.

This will help you get more clarity and more freedom in your life and overcome your own doubts, fears, and the oppressions that hold you back so that you can seek a greater level of life and start feeling real drive every single day.

For more information or to claim your FREE copy of Brendon Burchard’s book, click here now.

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

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

Words matter.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How To Build An Empire When You Don’t Have Time, Money, Or Ideas

By: Dave Dee on: October 9th, 2014 7 Comments

“If opportunity doesn’t knock, build a door.”—Milton Berle

What stops you from creating the income and life you want? Time… Money… Ideas…?

A recent article in Southwest Magazine talks about how actor and Emmy Award-winning host and producer of the classic PBS children’s show Reading Rainbow, LeVar Burton, got what he wanted after being told “no” multiple times.

In 2009 when the network cancelled his Reading Rainbow show, Burton didn’t give up his idea. He created a Reading Rainbow app for tablets and smartphones to sell his content there.

However, frustrated that the app was only reaching a fraction of America’s children, he asked investors to kick in funds so he could stream the content to classrooms in need. Again, he was met with closed doors.

When investor funding didn’t work out, Burton turned to Kickstarter to do a crowd-funding campaign.

He also reached out to a range of networks he had cultivated during his career.

Burton destroyed the record for the most donors to a single campaign raising $5.4 million.

What’s the real lesson here? It’s that he took matters into his own hands, was persistent, and made it happen.

Where do you want to end up at the end of 2014? If you are still waiting for things to happen, then it’s time you took matters into your own hands. Whether you need time, money, or ideas…here’s how to do exactly that:

Need Time?

  • Start small. You don’t need a big grandiose scheme to get started. You can create one special report on a topic you are already familiar with, use direct response marketing to create a lead generation machine, and follow up campaign and grow your business from there.
  • Get help.  There are multiple ways to get help. You could ask someone with expertise in an area you struggle in to do a joint venture with you. For example, if you have a great idea but aren’t so great at the marketing side, you could team up with a marketing expert, get them to create the marketing and then split the profits. 

You could also turn to virtual assistants, ODesk, 99 Designs, and other online platforms which showcase freelancers offering their services.

College campuses also are a great source for help. There are eager students looking for experience they can list on their resume. Often times, students are looking for internships or do projects for free or at a very low rate just to gain the experience. For example, a graphic artist student could help with designing marketing pieces or a film student could help you film and edit videos.

If you get an intern, think beyond the exciting tasks directly related to their field, to the mundane ones you don’t need to spend time doing yourself. One friend of mine had a marketing intern that she assigned filing and research tasks to in addition to some smaller marketing projects.

Need ideas?

  • Start something on the side. Do you already have a successful business that others want to emulate? Create an info-product that breaks down your system for success and sell it alongside your existing business.
  • Clone a successful product. Recently, in our “Make Them Buy Now” training series, we talked about “stealing” copy code from successful sales letters. Similar to copy code, you can look at successful info-products and “clone” the idea. To be clear, this doesn’t mean stealing the idea. That would be unethical and illegal. However, the components of a successful product and the psychology behind it are something you can tap into to create your own product.
  • Attend Dan Kennedy’s “90,000 in 90 Days’ Fast Start for Info-Marketing ‘Virgins’ & Beginners” where Dan will give you five different plans for starting an info-marketing business. He’ll also give you his “Weekend Wealth Plan” that hands over $100,000 in net profit from six-weekends a year. (This is a one-time only event on November 5, 2014. You must be registered for Info-SUMMIT™ to attend.)

Need Money?

  • Get someone else to kick in funds. Sponsors, association partners, and others not only are willing to help pay for your business, they also are often willing to deliver customers to you.

Perhaps you have created an info-product, but don’t have the funds to launch it. Get 3rd parties to pay for your product launch.

Get corporate sponsors to pay you to customize and do a product launch to their list while you keep ownership of the product and buyer list.

Use crowdfunding to tap into people you know who already believe in you. There are over 500 online crowdfunding platforms. A study published in FORBES projects 2014 crowdfunding to exceed $1-billion; by 2020, $100-billion! Crowdfunding is also being used as a new way to market test ideas and products, and as a ‘stealth’ list-building strategy.

Don’t let the lack of opportunities, time, money, or ideas stop you from building the income and life you want. There is ALWAYS a way to make it happen. And opportunity doesn’t always come knocking. YOU have to make it happen. YOU have to build that door.

Will you start using these methods to “build your door”? If not now, when?

Share in the comments below what you’ll do this week to start making things happen in your business.

*NOTE* Time flies and November and Info-SUMMIT are FAST approaching. Whatever is stopping you—whatever “door” you need to build, we can help you there. We’ve got Robin Robins who will be showing you how to get free money even if you are a start-up. She primarily built her company this way… from zero to $7 million.

I’ll also be revealing for the first time how you can create and clone one of the most successful products I’ve ever created for GKIC.

Is it time you are looking for? You won’t want to miss Dr. Dustin Burleson’s presentation on how he built his info-marketing business on the side despite a very busy business and life!

And if you need more traffic or a list…then our Bonus Day has what you need.

We have a big deadline coming up—early registration discounts END on October 17th. “Build your door” at Info-SUMMIT and make this the year that you wipe out the obstacles in your way.

Register here now.

For more information call 1-800-871-0147 or visit our website for more detail about Info-SUMMIT!

 

One Of The Fastest Ways To Build Rapport…And Sell Something

By: Dave Dee on: October 7th, 2014 2 Comments

Have you been watching Success Expert, Brian Tracy’s free training videos?

I have.

And if you want to become the best in your field—and receive all the money that comes with it, then I highly recommend you check them out here.

In his most recent video, Brian talks about three ways to build rapport (and the seven mistakes to avoid when doing so.)

In Dan Kennedy’s GameChanger DNA System, Dan talks about the importance of “Connection Communication,” which gets you away from the product-focused messaging everybody else uses and lifts you to a more sophisticated place.  A place built on trust and rapport which heightens your prospect’s pre-determination to do business with you.

Building rapport is a big key in connecting AND in becoming the best.

One of the ways to achieve this that Brian talks about in his recent training is through something called “mirroring.”

Mirroring is when you do your best to match the tone, mannerisms and word choice of whoever you’re talking to.

When you do this correctly, they feel more comfortable around you. They think you’re “one of them”.

And at the end of the day, we buy from people we know, like and trust.

Brian also tells you why some “gurus” think mirroring doesn’t work anymore in face-to-face sales…

Because they are unknowingly doing it wrong, they often insult their prospects which can quickly kill any deal.

Success Expert, Brian Tracy, has trained over TWO MILLION salespeople in 60+ countries over the decades.

He knows what works and what doesn’t.

If it’s your job to sell, make deals and “bring home the bacon,” then you need to know what that mirroring mistake is.

In Brian’s free training, he’ll tell you what that mirroring mistake is. You can check it out right here

Face-to-face selling isn’t the only place you can use mirroring. Most people don’t realize you can also use mirroring in your written sales copy.

And it’s every bit as powerful as it is in the face-to-face sales situations.

This may sound really difficult –even impossible—since you don’t have your prospect there in front of you to mirror.

However, it is much easier than you think.

In fact, there is a GREAT tool you can use to find and match the exact word choice that your ideal prospects use.

You’ll even be privy to what your prospects say are the most frustrating and most important problems they are trying to solve.  This tool also uses your prospects exact words to describe these issues.

And while in the past, you would have had to spend millions of dollars to get your hands on this research …

Today this tool won’t cost you a cent. That’s right, it costs you nothing, zilch, zero, NADA.

So what is this million dollar research tool that allows you to mirror your prospect’s word choice in your written sales and marketing pieces? Amazon reviews.

Simply go to Amazon and search up any category. Click on a book or product in your desired category that has a lot of reviews. Then click on the reviews and start reading!

You’ll find book and product reviews on any and every subject. And while Amazon might not have a review on your specific product or service, you will be able to find books and products within your niche that will attract your ideal clients, customers, and patients..

Here’s how it works. Let’s say you are a dentist that offers teeth whitening. Look up teeth whitening products and you’ll find reviews that not only include what a person likes about the product they are reviewing, but they’ll talk about what they don’t like about other products they’ve tried, including products at the dentist office.

Instantly you’ll see that the biggest problems noted by reviewers are issues with tooth sensitivity to the whitening products. There are some great descriptions from reviewers such as experiencing pain in their teeth from the “air moving past them” after tooth whitening.

To use this in your copy, you could address the problem head on in your headline: “The Perfect Teeth Whitening Solution for Sensitive Teeth”.  You could also use customer reviewer’s words to describe the results your patients will receive. (i.e. Noticeable whiter teeth in X days with NO Sensitivity.)

If you are a service business or if you can’t find a similar or related product listed on Amazon , then the best place to find your customers reviews will be in the book reviews on books about your topic.

Make an instant connection with your prospects and build rapport using mirroring techniques—but make sure to check out Brian’s advice first so you don’t accidentally make the mistake that can completely reverse your efforts and, instead, tick people off.

Check out Brian’s short video here.

 

How To Make Closing The Sale The Easiest Part Of Selling

By: Dan Kennedy on: October 3rd, 2014 4 Comments

Long, long ago, I realized I needed to get good at selling.

A good portion of your financial success rests on being able to maximize your marketing by turning the leads you get from said marketing into paying customers, clients or patients.

Realizing this, I got really good at selling.

Very early in my selling career, I learned, mastered and used “hard sell” and very manipulative closing tactics.

For those of you who hate selling, this technique is likely the reason why.

Hard sell tactics put high amounts of psychological pressure on prospects to buy. Cold calls, unsolicited sales pitches delivered with force, closing techniques that create high levels of urgency… these are there to do one thing —sell something.  They know it, you know it, and the person standing nearby knows it.

There are a lot of programs out there on selling that are full of misinformation. They’ll tell you that this is how to close the sale.

While it can be effective some of the time, increasingly, even if you have a legitimate product or service, this tactic can turn off prospects or worse, make you come off as a con artist.

Fortunately as I evolved as a sales professional, I learned that the need for such techniques revealed significant weaknesses in my entire approach to selling.

Even later, that revelation was followed by a bigger and more important one; that the need to “close” could be virtually eliminated by transforming the very first steps of the selling process; the selection and magnetic attraction of qualified prospects.

Instrumental in redirecting my entire approach to selling came from reading the following passage in Charles A. Mears book, Salesmanship For the New Era (Copyright 1929)

He writes, “Nothing in this world is a detached phenomenon. Everything in this world is the result of some precedent causes. Therefore, if a salesman has done his work well, adequately building up in the mind of the prospect that desire which should normally culminate in a sale, the actual work of closing, far from being difficult, should be the easiest part of the whole procedure, as plucking ripe apples is the easiest part of fruit growing. Making a sale is not a trick that causes the prospect suddenly to reach one big decision to buy. Rather, it is a series of small decisions, just as climbing a flight of steps isn’t one jump from the bottom to top but a succession of easy steps.”

The other practical application of this idea is understanding that you build momentum to a sale (whether selling in person or in print.) For want of a better way of saying it, there is a “rhythm” to selling. A good sales letter gets the reader wrapped up in mental and emotional movement, saying to himself: yes, I agree with that…yes, I want that…yes, that makes sense…piling up yes upon yes upon yes so that the final yes is natural and automatic.

This past week GKIC’s Dave Dee and Sales Guru Nick Loise and I sat down and spent four hours together as I revealed the 5-step bullet-proof sales system I use to build momentum to a sale. Dave grilled me on everything I do to make closing the sale the easiest part of the process. We also discussed how to handle the 6 different kinds of objections you may face and how to recognize the buying signals that are often overlooked.

This weekend only, GKIC is extending the offer for you to get this training along with two exclusive bonuses that are perfect for anyone who wants to significantly increase the money they make from their marketing and naturally close the sale 100% of the time.

In case you missed this training, it’s not too late. But the offer to get it along with the bonuses is only good through Midnight on Monday, so click here now before you miss out completely.

Why Top Producers Earn 10x More Than Their Competitors

By: Dan Kennedy on: October 2nd, 2014 2 Comments

Recently, my friend Brian Tracy told me he now knows exactly why top producers earn 10X more than the average person.  He actually put together a full report on that which you can get here.

Here’s how this all came about…

Brian said, “Our research shows that top producers continue to make 80% of the all the income and sell 10X more than their peers and competition…even in this economy!”

Knowing this alone doesn’t do much good, but knowing why this happens is EXTREMELY valuable.

Brian Tracy has studied success his whole life. He’s an “old dog” like me and one of the great thinkers of our time, able convert facts, observation and his and others’ experience into PRINCIPLES that predictably and reliably define success or failure.

He’s read everything ever written on success…or darn near everything anyway. He’s done extensive studying and research on the subject—working with, observing, and training millions of entrepreneurs and sales people in more than 60 countries.

Brian found, like I’ve discussed recently, that sales tactics which once worked are no longer working. The economy is a mess which means prospects are sitting on their wallets and doing everything they can to not spend money. It’s a competitive market out there and many people are losing sales—even with a good offer, match of needs, right target, “fits their budget,” and so on.  BUT, top producers don’t seem to be affected by ANY of this.

So to get this answer to what the top 10% did differently in order to earn 80% of the income, over the last several years, Brian and his staff analyzed over 10,000 hours of sales calls.

The tapes contained a wide range of sales calls in different businesses and every type of situation—everything from million dollar deals…to complete bombs…to unbelievable turnarounds where the sales person was able to get an entirely skeptical lead to make a purchase.

After carefully looking at the research, Brian did what he does best—he “reverse-engineered”—what top performers do.

Three reasons Brian gives about why people are struggling more with sales than ever before:

  1. Your prospects have unbelievable access.  All they have to do is whip out their smart phone to access information about your prices, product, service, reputation—as well as your competition’s prices, product, service and reputation.You must not only be aware of this, but adapt to it and avoid being a commodity.
  2. There is a fear of spending. Companies and consumers are gun-shy about spending. Retirement funds have been wiped out. Higher taxes, forced healthcare, and extra expenses associated with doing business has been hoisted on businesses. The economy isn’t getting any better. These factors contribute to ultra-conservative spending. It doesn’t mean people aren’t spending—they are—but they are careful about where they spend their money and who they spend it with.There is no room for sloppiness and average or below average sales people in this climate. Fortunately sales is a skill that can be learned and mastered. Those that learn the skill will join the top 10% who are earning 80% of the money. Those that don’t will reside in the land of struggle and uncertainty.
  3. Competition comes from all over. Technology has made the world smaller. That means you aren’t just competing with companies that offer similar products and services in your town, but you could be competing with a company from across the world.

It’s important to note that the average person struggles with these. But NOT the top producers. They have no trouble outselling everyone else because they have paid close attention to these and adapted their sales game to address these sales realities occurring in the marketplace right now.

What about you?

NOTE: For the next few days Brian is also offering his report on how to close the sales gap and convert prospects into buyers.  In this free report, which is based on over 10,000 hours or sales presentations, Brian gives you…

  • Seven Key Items Every Successful Sales Person Needs To Track.  Knowing these things will make your job easier than ever before.
  • How To Convert More Prospects Into Buyers By Using Three Instant Rapport Builders
  • How To Avoid the 7 Biggest Sales Mistakes.  These could be costing you thousands in lost sales right now!

Get this for free right now by clicking here.

Three “FATAL” Sales Flaws You’re Probably Making Today

By: Dave Dee on: September 25th, 2014 4 Comments

In today’s podcast Dave Dee interviews Sales Director Extraordinaire Nick Loise and they talk about…

  1. Why “Old School” sales tactics just don’t work and what to do about
  2. How most people are leaving a lot of money on the table by refusing to learn on key skill
  3. One thing that can instantly kill any trust you’ve established
  4. The one skill that makes cosmetic surgeon, Dr. Charlie Martin, one of the most highly paid surgeons in his industry.
  5. Where to reserve your spot for “Sales Mastery Unleashed!“  The FREE livecast with Dan Kennedy that’s taking place next Tuesday, September 30th.

Listen to this 10 Minute Podcast Now By Simply Clicking Here

Also…

Don’t forget to reserve your FREE spot for our live training event next Tuesday September 30.  Click here for ALL the info.