Archive for 2014
Dan Kennedy here.
I wanted to let you know that I just did a special call with Dave Dee about something vitally important…
You see ever since I spent the other day with you, the questions I’ve been receiving have made it abundantly clear to me that there is a critical piece of information missing.
It concerns one of the biggest money-making super-powers you’ll ever learn. Because once you “get it,” you’ll make a major shift in your thinking—and your income. Life and business will be different for you. Easier. More rewarding. More effective. More time-efficient. More lucrative. Better.
So I recorded this call so you’ll have the missing piece that will help you close more sales, get more visitors to sign up, download, watch, and buy.
NOTE: Dave will be telling you about a special bonus worth $497 that is only available today as part of the Make Them Buy Now System & Toolkit at the end of this call. Which by the way, if you haven’t invested in yet, you should do so immediately here.
HOWEVER, this call is not a sales pitch. It’s about helping you to make a major shift in your thinking that will forever impact your business, your income, and ultimately your life. If in the next month, next year, or ten years from now you want your income to go up, then you need to understand this piece of the puzzle.
“One night a year all crime—including murder—is legal for 12 hours.”
That is in the description for the movie trailer for “The Purge: Anarchy” currently in theaters.
Maybe you’ve seen the ad for the movie? It shows total chaos and innocent people trapped on the streets among people committing horrible crimes. Pretty frightening stuff, especially if you put yourself into that scenario.
Talk about triggering emotion!
Movie trailers are a great example of tapping into deep emotions that get reactions from their viewers and make them want to see a movie.
Whether a trailer is so scary you can’t bear to look or it is so heartfelt it makes you cry, the makers of movie trailers are masters of using emotion to sell viewers on watching their movies.
Appealing to your target audience’s emotions is a critical key ingredient that will help you sell more of your products and services, faster, and more efficiently.
Emotions are strong feelings that move people to action. So when you create promotions and ads that arouse the right emotions, you’ll get your prospects to buy what you are selling.
How do you do that? Today I’ll walk you through a simple two-step process that will allow you to not only trigger emotions, but trigger the RIGHT emotions that will get your prospects and customers to move to action.
Step 1: Identify the buying emotion. If you’ve studied copy at all, you likely have witnessed this done. In fact, two emotions commonly used are fear and greed. And don’t get me wrong, these are two emotions that work well. However, it’s important to remember that these aren’t the only two emotions people have, nor are they always the best or most effective triggers. In fact, if these are the only two trigger emotions you use, you will likely lose out on a big portion of sales.
People feel a range of emotions from anger to happiness to sorrow to laziness. When creating your marketing, you first need to identify the correct emotion (or emotions) that will stimulate your prospect or customer to buy.
Remember that the buying emotion is often made up of a mixture of emotions. When you use a mixture of emotions, you’ll not only reach more of your target audience, but you’ll reach them on a deeper level and invoke more sales.
How do you identify the right buying emotion?
- Study high-converting promotions. By looking at promotions you know have been tested and are working, you can identify core emotions that are working well with your target audience. When picking promotions to study, it’s not a requirement that the product and service matches yours. Rather than that, look at who the promotion is targeting and whether that is a match for your target audience. What emotions are they tapping into? Would these work for your product or service?
- Find out what your target audience is saying. Hang out where your target audience is, “listen” to what they talk about and the way they talk.
For example, you can visit online chat rooms where your target audience hangs out to find out what they are saying and the way they say it. To do this, just visit a chat room that matches your topic. For instance, if you are selling financial products, you might hang out in the MSN Money chat room.
Step 2: Utilize the buying emotion to build desire. Once you’ve identified the correct mixture of trigger emotions that make up your buying emotion, you’ll use them to build desire for your product or service. The idea is that by the time your prospect gets through your ad or promotion the emotion is so strong he can actually picture himself experiencing the scenario you’ve painted for him so much so that he is driven to make a purchase.
For example, an ad for a supplement that helps with joint pain might depict someone in their sixties with a before and after scenario. The first scenario depicts the main character in pain, sitting on the sidelines and unable to participate in activities she enjoys. The person may even look older or unhappy. The after scenario depicts the same person smiling and enjoying life—gardening, riding bikes, and hiking. More than one emotion is tapped into here, and the desire to avoid pain and feeling old along with the desire to be able to enjoy life is so high by the end of the ad, that the prospect can picture him or herself being able to get back out and enjoy life again that he is driven to purchase the product.
If you want to persuade people to buy more, you must understand the emotions that spur them to take action. Discover the triggers that do this, and how to evoke those emotions, and you’ll sell more, faster, and more efficiently.
DON’T MISS THIS: If you want the 7 Secrets To Experience A Dramatic Increase in Sales Immediately, then click here now as Dan Kennedy Reveals the seven MOST powerful triggers you can use to significantly increase your sales starting today! This goes way beyond anything you’ve ever been taught and taps into the underlying secrets the best sales people are using today to get their prospects to buy now!
In a minute I’ll talk about an experience I’m sure you can relate to. But before I do that I want to make sure you don’t miss the live webinar I have today with Frank Kern where he’ll reveal his system for Mass Conversion. All the details are below, but click here now to get all the details for this event. Onto my story…
Recently, a friend told me about a scene he’d witnessed.
He was in a restaurant when a man slammed his drink down, began cursing and more or less started to freak out.
From what my friend could tell, the reason behind it was that the guy was so certain he was going to close a deal, he purchased a new car.
The deal apparently fell through and now sitting with a new car payment and not sure how he was going to pay for it, he went a little berserk.
I could sympathize with him.
I remember having bills that I didn’t know how I was going to pay.
I also remember days where I was so excited about a prospective event, I was sure I was going to book that I already had the money spent—at least mentally—before the deal was done and on the books.
Can you relate?
Kind of like in the movie Christmas Vacation where Chevy Chase goes into a tirade after instead of receiving the big bonus he was counting on, he receives a gift for the jelly of the month club, it’s not uncommon to feel a big letdown and a lot of disappointment when something potentially big like that falls through.
Unfortunately, the problem with too many businesses and entrepreneurs is that they are great at marketing, but NOT at closing the sale.
Which means they get prospects on the hook and can feel the excitement of reeling them in, but in the end, they lose them and are unable to get them to take action. This means A LOT of money is being left on the table.
Not only that, many will blame the marketing; saying it doesn’t work.
In fact, they may try a string of different marketing techniques and repeat the cycle over and over again.
Instead of using this shotgun approach to their marketing, what is really required to dramatically increase sales and maximize the return on your marketing dollars,is to know how to close more sales.
So how do you do that?
1) Remember the cardinal rule of selling. I find it common for people to switch into high sales gear when they think someone is interested in their product or service—spouting facts and figures or listing their credentials and so forth. The big thing to remember is that “People love to buy, but they hate to be sold.” So the real key is to use sales and persuasion techniques that allow people to buy—rather than to be sold.
2) Prove it. What are others saying about you? And how easy is it for people to find what is being said? Whether I’m planning a trip or looking at trying a new restaurant or considering using a new service professional, I want to know what type of experience others have had.
What about you?
The businesses who make it easy for me to find the social proof I’m looking for by including reviews by customers right on their website or in their sales materials are more likely to make the cut when I’m making my list for consideration.
3) It’s about them, not you. No one cares about your credentials. No one cares about all the reasons why you think they should buy. I love food and let me tell you I don’t care if the most famous chef on the planet cooks a meal for me himself—all I really care about is the experience I have and whether I like the food served. The truth is what people really want to know is what you can do for them. So make it about them, not you.
4) Do something to make them thank YOU. Yes, you want to show appreciation to your customers for their purchases. But ideally what you want to do is to make your customer so happy with the results or experience they receive from you that they are profusely thanking YOU.
If you want to get more out of your marketing dollars and are tired of feeling the excitement of a potential big sale only to have it end in disappointment, then you’ve got to get good at selling. Using the techniques I’ve shown you here will get you started on the right path.
And joining me and Frank Kern today during a FREE webinar we’re doing will give you even more ammunition for closing more sales without making people feel pressure or using hype or other “salesy tactics.”
NOTE: Want to close more sales?? Join me as I interview Frank Kern today at 2:00 P.M. EST
• How to amplify your market share (and how to 4X your lead exposure almost instantly).
• How to engineer sales funnels so your prospects ASK to buy your product or service (as opposed to being pushy).
• How to make sales even if nobody’s ever heard of you.
• The holy grail of direct response (totally NEW stuff Frank calls Dynamic Behavioral Response)
The video below is your bonus worth $497 for investing in Info-Summit. In this video you’ll get the four steps to getting your info business up and running in the next 60 days. Please do not share this page with others. Thanks and Enjoy!
***LAUNCH CALENDAR*** (download a printable version by clicking here)
Video #1: Thursday, August 7
Video #2: Monday, August 11
Video #3: Thursday, August 14
Video #4: Monday, August 18 (Cart also OPENS on this day)
Day with Dan: Tuesday, August 19
Ask the Experts: Saturday, August 23
Cart Closes: Monday, August 25
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…as well as 40% of all upsells (priced from $297-$797) that occur at time of purchase…
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…as well as 40% for 12 months on any membership that’s joined during this period. Monthly memberships range from $59.97/month to $259.97/month
If you’ve participated in the past you know that you could be getting four and five figure checks for months after a launch ends because of continuity programs and lead funnels. For a full three months after people opt-in to the launch you get paid on every product they purchase and you get paid for up to 12 months on any subscriptions!
The Top 4 Sellers
On the morning of September 29th, each of our Top 4 Sellers will be whisked away to Cleveland, Ohio to attend a special exclusive Mastermind Group with me (Dan Kennedy, in case you forgot) as well as the other top 3 sellers that afternoon – and they’ll be given $3000 each to handle airfare, hotel and food.
It gets even better: Our marketing discussion will be professionally recorded and each of our top 4 sellers will be given a copy to use, no strings or royalties attached, however they see fit. That means they not only get a high level marketing mastermind meeting, but they’ll also walk out with a totally new product to market!
- Our Top Seller will receive $6,500 in cash
- Our 2nd Place Seller will receive $3,500 in cash
- Our 3rd Place Seller will receive $2,500 in cash
Everybody else – don’t worry, we’ve got more goodies for you.
Sells 3+ copies of the product will get a digital version of Make Them Buy System and Toolkit absolutely free
Sells 5+ copies of the product will get a FREE Ticket to our annual GKIC Info-Summit this November (Value: $2,997)
Sells 7+ copies gets a second FREE ticket to our annual GKIC Info-Summit (Value: $5,994)
Finally, here’s what you get if you are super-successful at driving your herd over our way:
First Place: First chance to reserve dates for a Reciprocal Promotion – plus $5000 worth of iPad GKIC courses
Second Place: Second chance to reserve dates for a Reciprocal Promotion – plus $2500 worth of iPad GKIC courses
Third Place: Third chance to reserve dates for a Reciprocal Promotion – plus $1000 worth of iPad GKIC courses
Fourth Place: $2500 worth of iPad GKIC courses
Fifth Place: $1000 worth of iPad GKIC courses
Sixth – Tenth Place: $500 worth of iPad GKIC courses
If you somehow managed to get to this page without being an affiliate for GKIC and you want the chance to get paid for this and other promotions simply click here now.
Sixty years ago this month, in July of 1954, music history was made when the then unknown Elvis Presley recorded the first commercial song of his career.
The song—“That’s All Right (Mama)” set him on a path to superstardom.
In fact, many still consider him to be the undisputed King of Rock and Roll.
Elvis still holds records for “the most Top 40 hits (114), the most Top 10 hits (40) and the most weeks at Number One (80).” (These is for the Pop charts and only in America. He was also a leading artist in American country, R&B, and gospel fields and his chart success in other countries was substantial.)
In fact, in 2004, the Recording Industry Association of America announced that Elvis had become the bestselling solo artist in history.
Twe-e-e-n-t-y-seven years after his death.
Even in death, his stature grows.
Graceland, Elvis’ white columned mansion and estate, has become one of the most visited private homes in America with over 600,000 visitors every year paying anywhere from $15 to $72 to tour the home. And according to Elvis Presley Enterprises is one of the five most visited home tours in the United States, and is the most famous home in America after the White House.
After fans tour Graceland, they are turned loose to shop in the Graceland gift shops.
In 2012, overall Elvis business, including royalties and licensing, totaled $57.3 million.
Search for “Elvis souvenirs” in Google and you’ll get 1,060,000 results. In fact, there are whole businesses created for the sole purpose of selling Elvis items such as “Elvisly Yours” and “Elvis Collectibles.”
Visit Elvis fans’ homes and you’ll find whole shrines built around him—with posters, paintings, collectibles and framed pictures. Some fans even attribute a sacred character to certain objects associated with Elvis. Extreme fans go so far as to collect items from Elvis’ personal life such as toenails and his used water cups.
Fans recount stories of Elvis and re-tell his life story.
Every year there are pilgrimages to Memphis on Elvis’ birthday (January 8th) and the anniversary of his death (August 16th).
The man has a herd of committed followers, that’s for sure.
And while I’d probably apply for a restraining order if someone expressed interest in collecting my toenail clippings for display in their house, can you imagine developing a loyal following like that?
What would that do for your business?
Fans that continue to buy and re-buy your products or re-packaged items and build shrines in their homes of you for the entire world to see—spreading the word about how great you are.
What would that do for your bottom line?
Well we might not be able to get you quite to “Elvis stature,” but we can help you discover how to build a relationship with your customers so that they will want their pictures taken with you and will build mini-shrines at home or in their office.
This is the kind of herd you want to build. Because a herd like that will stay with you forever.
Isn’t that what you want?
So exactly what should you do to build a loyal herd?
Here are four things you can do to build a big, loyal following starting today:
Target the people most likely to benefit from your product or service. When building your list, create offers which your target audience are most likely to receive an IMMEDIATE result. People who have success quickly using your products or services are more likely to trust that they will get results with future purchases from you. This can turn them into hyper-responsive and loyal fans.
Attract your BEST prospects. Who are your ideal clients, customers, or patients? Create a system for attracting these customers and these alone. One mistake I often see is that business owners think they should try and attract as many people as possible. As a result, what happens is you end up with people who are not a good fit for you or are “bad apples” that talk bad about your product or service. This only hurts you. Focus on the people who will love what you have to offer and avoid the rest.
Use both offline AND online list-building methods. It’s tempting to rely on online methods only to build your list, but you’ll build a much bigger and better list if you combine both online and offline. Plus you’ll build your list faster.
Invest in relationship building strategies. If you want your list to stick around for years and years and continue buying from you, you’ll want to spend time and money investing in the types of marketing that will build your relationships with your list such as giving them great, relevant, and free content or following up after a purchase to see if they have any questions about how to use their purchase.
***THIS Weekend Only—Through Monday, July 28, 2014***DISCOVER the BEST strategies on the planet and the latest breakthroughs for building RESPONSIVE lists with this treasure chest of list building Gold—that even Elvis himself could have benefited from—by clicking here.
One of my favorite traditions is spending one on one time individually with each of my kids.
Whether it’s taking my son to a major league baseball game or taking my daughter to the theater to watch a Broadway show, I love spending time alone with each of them and being truly present when we are together.
Years ago, it wasn’t that way. I still spent one on one time with each of my kids, but not really “be with them” because I was worried about money or where my next client was coming from. I spent more time focused on worrying than on what was really important.
Now that I have systems in place that work like clockwork to attract my ideal clients, my life and income are different.
More importantly, my relationship with my children is better and even more rewarding since I now focus on them entirely during this special time with them.
There is actually a great sales and persuasion secret hidden in my story.
The key here is in the outcome—that our relationship is more rewarding.
Not only do good things happen when I’m with my children, but I find that because of this sales and persusasion secret, good stuff happens everywhere I go. For example, I’ll go to a restaurant and get a free dessert. Or I’ll go the theater and my seats will be upgraded.
How does this happen? Well, whether I’m hanging with my kids or out getting a steak at my favorite restaurant, I am very friendly, I am present, I ask questions AND I bring people into my reality. This is cool stuff so let me explain each piece of the puzzle so that you can use these techniques to make your customer relationships more rewarding.
1) Be fully present: As I mentioned earlier, I used to not be fully present when I was spending this special one on one time with each of my kids. I was too distracted by worry.
Now, I really listen to people and am truly interested in what they have to say (whether it’s my son or a client.) When I speak to clients, I block everything else out and focus on just them.
Most people are never present. They are too busy thinking about what they are going to say or worse, their mind is completely somewhere else. People can feel when you are really listening to them and when you are pretending to listen to them.
2) Be friendly: Not that I would be unfriendly with my kids, but when I was worried about money and my business, I could be a bit cranky at times. Smile and look people in the eyes. I mean REALLY look into the eyes of your prospects and customers. Also, project positive and fun energy. You know the guy or gal that is always positive and the life of the party—the one that everyone wants to be around? Be THAT person.
3) Ask questions. When I’m with my kids, I ask questions that help me get to know a ton about their dreams, goals and desires.
The cornerstone of sales is asking questions. Instead of using traditional, old-fashioned sales training questions which are self-serving and highly manipulative, ask questions that are designed to learn about what your prospect wants, needs and desires on a deep level.
4) Bring people into your reality. After I ask questions to my kids and they open up about what is going on in their lives, I open myself up to them. For example, I might tell a story about a challenging situation I was in when working with a client or tell them an embarrassing story about something that happened to me when I was their age. By opening myself up and sharing personal things, they not only are brought into my reality, but they feel more comfortable with opening up to me.
When talking to a prospect or customer, you can do the same thing. For instance, a dentist might tell a story about when he had to have one of his own teeth repaired or personal trainer might tell a story about being overweight and how lifting weights changed his life. When you can bring people into your own reality and share your own vulnerability, people will connect with you more.
It’s important to note that when I’m with my kids or in any situation where I’m at a restaurant, theater, etc. I’m NOT looking to get anything. I’m not trying to manipulate my kids or get people to give me free stuff.
Good stuff just happens as result of what I do. As I’ve said before, the difference between manipulation and persuasion is intent.
My intent in all of these cases was simply to have fun, make people laugh and feel good. In a selling situation your intent should be NOT to just sell your product or service at all costs, but rather to find a solution to your prospects problems and to fulfill their wants needs and desires. This will result is MORE SALES than if you focus on just selling your product.
HUGE: You want to be externally focused NOT internally focused when selling.
Re-read the four points above and you will see they are all externally focused, focused on my kids or the people I was communicating with.
I would love to hear your thoughts on this post. Comment below.
NOTE: Tomorrow, Friday July 25th, I’m going to be speaking with Boardroom Publishing’s Brian Kurtz. Click here to join in live for FREE.
If you don’t know who Brian is but you like the simple idea of sending out a piece of mail and making money in return then you NEED to be on this call. Brian Kurtz has generated over $150,000,000 in sales by using direct response marketing. Tomorrow he’ll reveal some of his strategies including giving you a glimpse into…
☞ DETAILS of a “Product Launch” selling over 200,000 units.
☞ His “Ah-Ha! Moment” about doing research to pick ‘The Next Big Thing’ to promote to his subscribers and customers.
☞ Lessons Learned in the Mailing List Business in the 1980’s that are WORTH MILLIONS TODAY in extracting huge profits and great customers from available databases.
☞ What it’s like to work with The Best Copywriters and how to get them to compete with each other for your benefit.
☞ How ANY author can stay out of the bookstore and make a fortune “direct to consumer.”
☞ AND much, much more…
Anyway, this is a one-time only live call and you’ll have the chance to ask him your questions. Click here now to get the details and mark your calendar for tomorrow!