Posts Tagged ‘fast implementation bootcamp’


Top Three Rules For Writing A Great Headline

By: Dave Dee on: July 20th, 2014 6 Comments

In the brand new course the “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” I give out my Top Ten Rules For Writing An Effective Headline.

While I don’t have time to go into all of them here, I’ll share the three rules that I see people getting wrong the most.

Before I do that thought I want to reiterate something you’ve probably heard before AND is soooooo important to really understand.  Remember…Your headline is an ad for your ad.

It doesn’t matter how stellar your copy is or how wonderful your offer is. If your headline doesn’t pull in your prospect, it DOES NOT MATTER.

Many of the best copywriters in the world spend the majority of their time writing out and testing different headlines. Simply changing your headline can increase your response rate by 300% or more.  That’s why yesterday I shared some of my favorite headline formulas.  If you missed that just click here.

There are many different formulas for writing good headlines and in “The Power Of Copy Unleashed…” I share 18 of them.  That said, you can still create your own formulas but they must follow a number of rules if you want to maximize your results.  Here are the three rules I see people breaking most often and it’s costing them thousands or tens of thousands of dollars!

First…Your name as a headline is a deadline.

Don’t use your name or your company’s name as a headline.  So many people say things like “Top Five Reasons to Shop at Dave’s Magic Shop.”  This will absolutely kill your response when you compare it to a benefit oriented headline like “Top Five Things You Must Look For In A Good Magic Shop.”  Now there are exceptions to this rule but in 99% of situations, avoid using your name, your company’s name or our product or service in the headline.

Second…Do NOT send out or hand out any piece of printed material, publish a landing page or have any advertisement that does not have a headline. Ever!  

If you’re interested in making sales and having people actually read or listen to you, then you MUST have a headline.  I’d encourage you to go to your mail pile right now and see how many ads actually contain a headline.  Most will not.  That’s why most people say get a .1% response rate is good.  Good to most websites that are truing to sell something right now and look for a headline, again, most don’t have this.  This is like sending out an e-mail without a subject line (which by the way is the headline for your e-mail.)  Never…Ever…Ever have an ad without a headline.  Print, online, video, radio, just don’t do it.

Lastly…“Quotation marks around the headline” have been shown to increase response. 

Why?  Who the heck knows?  But it works so do it.  I could share my theory here or why it works but in all honesty it really doesn’t matter why, only that it does.  Now that doesn’t mean you shouldn’t test this, but most people aren’t going to test things so use best practices unless you find that for your audience something else works better.

Anyway, start with those three and if you’re really into learning more about creating messages that sell like crazy then check out “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” where among other things I go though all ten of my headline rules, provide 18 different headline formulas and much much more.

Until then this is Dave Dee signing off and saying “Kick Butt and Make Mucho DeeNero!”

Note: This is the type of stuff I reveal at every single GKIC Two Day Fast Implementation Bootcamp, plus we actually have you write various ads, marketing pieces, e-mails etc…all designed to help you make more money the day you get back.  It’s an absolute FREE event for members and just $497 for non-members.  If you’re interested we still have slots at our September and December Bootcamps.  Click here to learn more.

The Olympic Formula Of A GKIC Champion

By: Dave Dee on: February 13th, 2014 3 Comments

With the Winter Olympics underway, there are a lot of stories about how different athletes made their way to this prestigious event.

Some stories have to do with overcoming challenges.

And some are, well a bit more unusual…

Such as Tonga luger Bruno Banani who, in exchange for having his training paid for, agreed to change his name to that of a Germany company that makes underpants. He is now a walking advertisement for a brand of long johns.  (His given name is Fuahea Semi.)

The point is that people do all sorts of things in pursuit of success. And like the Olympics, in any business, there is rarely one answer, solution or stopgap measure that can make a big change in your business or lead to success.

It’s more likely that you’ll need a variety of strategies to come out on top.

From Olympic athletes to GKIC elite, here are the elements that will help you pave your way to the winner’s podium:

Take massive action: It’s never one thing that leads to success. Sure Fuahea changed his name in order to get training, but it took a lot more than that to make it to the Olympics. He had to completely learn the sport starting when he was 20.  Most of his competition had been practicing since they were kids. He had to train for hours every day, work with a top trainer and do special exercises to improve his technique. Like Banani, you’ll need to take massive action and do dozens of things simultaneously.

Confidently take bold action. It’s not just athletes that need confidence to compete and win. Look at any successful person, and you’ll find they are confident. You have to believe that the actions you are taking will help you succeed. And you need to stay confident when something doesn’t go as planned.

Focus on results. Dan Kennedy says, “Ordinary people are process-focused and task-focused, but exceptional success comes from being results-focused.”  Athletes look for how to shave another second off, not at what it takes to do that. Instead of getting bogged down in the details, condition yourself to focus on how to get the best results.

Create a project team. The bid committee that submits a proposal to host the Olympics could never pull off their vision on their own. And while your vision might not be anywhere near as massive as the Olympics, you don’t need to do everything yourself, nor do you need to hire permanent employees. Assemble a team of freelancers to complete projects for you.  This way you pay only for the time and services you require.

Put systems in place. If you watch speed skaters, they seem to all follow the same systematic approach. The way they shift their weight and synchronize their arm swings. One of the biggest shortcuts you can take is to put proven step-by-step systems into place that allow you to plug into a winning formula instead of having to spend a lot of time trying to figure out how to do something.  Plus, once it’s in place, you can really focus on how to tweak things to improve your results.

Get a coach. Have you ever heard of an athlete making it to the Olympics without a coach?  Neither have I. If you want to get to the top, you need to engage in coaching that will help you get there. If you aren’t ready financially to hire a coach, look for every opportunity to get coaching such as our free webinars, teleseminars and FREE Fast Implementation Bootcamp.

Find your inspiration. Athletes are often asked who inspired them. For instance, Olympic snowboarder Lindsey Jacobellis says her inspiration was Olympian Picabo Street. Success stories have the power to inspire and move people to be their best. Find a business success story that inspires you. One way to do this is to read about or listen to GKIC members who’ve experienced success. You’ll find their stories inside our newsletters, during monthly calls, and at events. You might even find a story by just speaking with people one-on-one at our live events. This instills confidence that “if they can do it, so can you.”

Participate with the best. Vanessa Mae (competing under the name Vanessa Vanakorn) is actually a world-famous violinist who is competing as a skier representing Thailand. She says she is at the Olympics to participate with the best. Participating in events where you are surrounded by entrepreneurs achieving great things can truly create magic. It not only inspires you, but I’ve seen many people raise their business to incredible new levels they never dreamed possible—and they credit it to that “magic something” that happens when you are surrounded by the best. (You have two BIG opportunities every year to participate with the best at Info-SUMMIT℠ and Super Conference℠.)

If you want to stand among the GKIC elite who are business champions, then put these elements into play as soon as possible and sooner than you can imagine, you’ll be alongside them on the winner’s podium.

NOTE:  If you are looking for the #1 path that the most successful GKIC members have taken to reach new levels of success FAST,  then you’ll want to attend GKIC’s FREE Fast Implementation Bootcamp. Over the past two years, it has consistently delivered top results.

In just 48 hours, you’ll discover the most valuable GKIC money-making systems, tools and strategies that transform lives and build top incomes.

You’ll leave confident knowing that you are implementing the right strategies when you attend our next Fast Implementation Bootcamp…FREE. Get more information and register by clicking here or go to www.gkic.com/bootcamp

Three Ways To Show Up Like No One Else

By: Darcy Juarez on: November 12th, 2013 5 Comments

This past weekend at Info-SUMMIT, marketers’ extraordinaire Jimmy Vee and Travis Miller walked on stage in matching three piece suits with pink bow ties. (Check it out…click here)

There was no question that they stood out and made a memorable impression.

As marketers, getting attention…standing out…making a lasting impression…are all things we must strive to do.

In fact, that was a common theme throughout the weekend—how to grab eyeballs in an ever-increasing distraction ridden world.

During a surprise extra presentation, internet marketing guru Frank Kern went so far to say that it was among the biggest challenges businesses are facing today. He said there is unprecedented competition that is taking away attention, making the act of “getting attention” harder and harder to do.

Dan Kennedy stressed that the clutter and competition of free content is one of the chief problems we must combat.

Here are three methods I gained from Info-SUMMIT that you can tap into to make sure you are combating competition…methods that you most likely aren’t using now and may not even be aware exist.

Improve your voice. Influence and Vocal Coach to the stars, Roger Love taught us that when it comes to standing out as believable and influencing your market, 38% of your success has to do with the tonality of your voice.

In fact, if you’re not careful, your voice could be causing people to tune out or miss the most important parts of your message. Roger gave us example after example of how this occurs such as speaking in a monotone voice or using the wrong voice inflections on key words. This isn’t just for speakers either—it’s for EVERY business owner. Here are some places your voice could be  blending in causing you to lose customers and sales:

  • Your recorded voice message.
  • During face to face meetings with clients, customers, and patient or on the phone.
  • When you make a presentation—whether speaking live or on a teleseminar, webinar, Google+ Hangout, etc.

To set yourself apart, he says you should work on the pitch, pace, melody, tone and volume of your voice so you can create emotion in the right places, make your message more believable and make sure no one misses the most important points that you want to get across.

Use the right E-factors. During Dan Kennedy’s 7 Secrets of Mind Control Copy presentation, he said it is easier to catch attention and motivate your audience to take action when you use the correct emotional factors (You can find all of the E-Factors as Dan calls them listed in Dan Kennedy’s book, Marketing to the Affluent.) Customers buy products not so much for the features and benefits, but because of emotional reasons. For example, if you were targeting someone overweight, a headline that says, “Lose 20 Pounds In One Month Without Changing Your Diet or Exercise Routine” may grab attention better than a message that says, “Do these 7 simple exercises to lose weight.” While the second is more logical, the first hits an emotional factor better because the reader desperately hopes it’s possible and wants it to be true.

Another example is in purchasing the latest technology such as the newest model of an iPhone. Logically it doesn’t make sense to be the first one to buy because you pay the highest possible price. But using E-Factors, Apple pushes the hot buttons that create frenzy for people to want to buy it immediately and pay a higher price for doing so.

Be bigger than life. Jimmy Vee and Travis Miller from Gravitational Marketing showed a variety of different, interesting and fun ways they get attention during their presentation of their entire 30 step business plan.

They said you have to showcase a “bigger than life marketing personality.” For example, they often buy covers of industry magazines and publications. They said that mostly what you see on these covers are the business owners standing in a nice suit, with nothing to distinguish them. Jimmy and Travis come up with completely different and unique looks. In one cover they  hired a make-up artist to make them look like Zombies. The headline tied in with the idea that car dealerships were dying and that they were helping resurrect them.

The truth is the market is swarming with people selling the same stuff in the same manner…and buyers are sick of it. If you want to really boost your sales, use these techniques to give you the extra edge to be noticed and create the desire to not only look at your stuff, but read it, listen to it, and buy it.

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

What This Crazy World Series Can Teach You About Becoming An Instant Hit

By: Darcy Juarez on: October 29th, 2013 3 Comments

This past weekend the “water cooler” talk has hit a record high for the World Series.

Even if your team didn’t make it to the World Series this year, (my Cubs didn’t,) my guess is you’ve at least heard something about the crazy endings to games 3 & 4.  You might have even been curious enough about what you heard to find a replay of the “first walk-off interference play” that lead the Cardinals to a win in game 3.

The topic trended on social media sites…increased the number of overall viewers by 15% over last year…and drew six times the number of tweets as anything else on opposite of it Saturday night.  Fox analyst, Tim McCarver said fans tuned in and talked about the event “at levels not seen in years.”

Similar to promoting a television event or show, marketing your business is a contest for people’s attention.  You want to continually strive to get people to react to your messages, talk about you and take you up on your offer…at “levels not previously seen.”  Here are three ideas to attract more attention that you can “borrow” from the 2013 World Series:

1)      Don’t be afraid to be a bit crazy. Granted no one, not the networks, the Cardinals, the Red Sox, analysts, etc., could have predicted these crazy events would happen, but as a marketer you can intentionally create some “crazy moments” for your prospects.

Dan Kennedy says, “The worst marketing sin you can commit is to be boring.” Create marketing that is exciting and outrageous…something that makes your peers, maybe even yourself, cringe a bit.

Tell a funny or embarrassing story that people won’t be able to resist sharing. Send a note on a balloon, a lunch bag, or a placemat. In other words, make your marketing fun. (For Outrageous Advertising examples, check out Outrageous Advertising Workshop & Swipe File.)

In No B.S. Business Success, Dan gives an example of how ad-man turned TV commentator Donny Deutsch went after (up to that point) the largest client of his ad career. A $3 Million dollar account, it was an auto dealer association. Despite the fact that Deutsch had no auto industry experience and no TV experience (which was the media the client primarily used,) he won the account against bigger and more experienced competitors using an outrageous idea that included delivering car parts from a junkyard to the client with different marketing messages. For instance a headlight was sent with a note promising bright ideas. (Get the full story in Chapter 6 of No B.S. Business Success.)

You have the opportunity to get people talking about your ad around the “water cooler,” sharing it on social media, and showing it to their friends. What can you do to create some “crazy” moments in your customer, client or patient’s day that will get them talking?

2)      Pique curiosity. You must admit that reading headlines such as “Cardinals Win Game 3 of World Series on Crazy Final Play” and “Call of The Century: Cardinals Win On Obstruction” make you wonder what happened at the very least. And the more you hear about it, the more you want to find out what happened.

Take the time to learn the fundamentals of crafting a compelling sales message. When you do, you will have the tools to consistently be able to create curiosity and other elements that will drive your prospects to want to find out about your products and services…and ultimately buy from you.

3)      Understand what triggers response.  The obstruction call and the pickoff throw that ended games 3 & 4 respectively, were not the only things that contributed to the win. Home runs and errors could have easily been the subject of the headline here, but that isn’t how top media chose to hook their readers, viewers and listeners.

Ask yourself why that is.

Of course, getting people to respond to your marketing goes deeper than just picking the right hook for your headline.   You must know and understand what will get your target audience to continue reading and what will make them want to whip out their wallet and buy…and what will cause them to keep their wallet comfortably resting where it is.

Let me show you what I mean…Your headline has a big job. It must telegraph your news, idea, or breakthrough and “sell” people on reading the rest of your ad. Its first job is to compel people to stop whatever they are doing and instead shift his/her attention to your message.

Once you’ve successfully shifted their attention, you need to push their hot buttons by addressing what is keeping them awake at night.  Then make sure your offer creates believable urgency as to why they should respond to you immediately. You want to all the triggers in place so by the end of the ad, you close the sale.

For example, Chauncey Hutter Jr. of Real Tax Business Success runs an ad shortly before the April 15 tax filing deadline with a headline that says, “Warning! Procrastinators: If you have NOT filed your taxes yet, read this now!” His ad copy triggers the fear and stress he knows people who have put off filing their taxes are feeling. In the end he offers to solve their problem, eliminating their pain. And by sending this ad out near the tax deadline, he creates a believable urgency that gets them to take action.

Using direct response triggers such as the attention-grabbing headline, emotional triggers, and believable urgency will consistently generate higher response.

By always looking for exciting ways to present your product or service, understanding what will get people truly interested, and knowing how to make them respond, you’ll not only get people talking about you, but you’ll create some dramatic sales and marketing breakthroughs that will add to your bottom line in a big way.

NOTE: If you want the fastest way to make your business, products and services an instant hit and ensure that next year, you are at the top of your game, I highly recommend you attend the upcoming FREE Fast Implementation Bootcamp taking place in December.

You’ll discover:

  • The “8 Direct Response Triggers” that you must know in order to double or triple response.
  • How to drive Massive Amounts of qualified traffic to your website.
  • How to craft a captivating message that will persuade your prospects to buy in droves.
  • The Secret to transferring winning campaigns from one industry to another.
  • Outrageous advertising that cuts through the clutter and gets you noticed.
  • And much more.

Find out more and register here www.gkic.com/bootcamp.

Four Ways To Improve Your “Money-Luck…”

By: Darcy Juarez on: October 22nd, 2013 5 Comments

“Having money-luck.”

Recently, a friend of mine used those words to describe a person she knew when she was growing up.

“He was the luckiest person I’ve ever met. He was always coming into money. He’d buy a lottery ticket and win. He’d go to the track and win. He’d go out to eat and they’d give him a free appetizer. It didn’t matter where we went, I was always witnessing and hearing stories about his money luck. And his business always seemed to be raking in money too,” she says.

Do you know someone like that?  I’ve met a few in my life.

The good news is that creating wealth has very little—if anything—to do with luck. You don’t need luck to revise your wealth blueprint and dramatically increase the amount of money that comes your way.  All you have to do is get your thinking straight about wealth, identify your wealth goals and work smart and what you’re experiencing will just seem like good luck.

But having said that, today I’ll give you four methods for improving your “money-luck:”

1) Know and understand how money moves. In order to become wealthy, you need to understand how money moves from person to person, place to place.

In an interview Dave Dee did with Dan Kennedy on Renegade TV about wealth attraction, Dan says, “Money won’t stay where you want it to.” You can’t will it to appear or do what you are passionate about and expect it to automatically follow.

Let’s face it, if you could think about money and make it appear there would be no such thing as poor people. And if it was as simple as doing what you were passionate about, all artists would be wealthy. Am I right?

So the rich know and understand how money moves and if you want to become wealthy, you have to know and understand why money moves from person to person and place to place.

2) Put “wealth magnets” in place. Once you understand how money moves, you need to put what Dan calls “wealth magnets” in place so that money is attracted to you. For example, you need to put a magnet in place that addresses your attitude towards money so that you aren’t self-sabotaging yourself.  You need to have strategies for marketing, advertising, sales, and so forth that will attract money to your business, not repel it.

3) Acquire the right skill set to reach the level of affluence you desire. One of the biggest things you need to understand about wealth is that it has nothing to do with your chosen profession…whether you are an eye doctor, a candlestick maker, own an auto-repair shop, are a cleaning person, a chiropractor, etc.

Wealth is not related to genetics or the economy. I can show you geniuses who are broke and “not so smart” people who are insanely wealthy.

And you can find many examples of millionaires, multi-millionaires and billionaires who made their fortune, from scratch during recessions or the depression.

To make five figures a year takes a different skill set than it does to make six figures a year. And it takes different tactics to make seven figures than it does to make six. So to move up the money pyramid, you just need to acquire that skill set.

4) Get systems in place.  Dan says, “The wealthiest people I know operate by system.” He also says that the total absence of systems is a real problem. Do you have systems in place that:

  • Continually and consistently attract new customers, clients or patients to your business like clockwork?
  • Build relationship with your customers, clients and patients and move them up the “value-ladder?”
  • Convert prospects into paying customers?
  • Create a big payday or are capable of infusing large sums of cash into your business periodically when you want?

Getting systems in place for these areas is one of the most valuable places you can spend your time. Systems can produce results for you, around the clock automatically. They give you reliable, predictable results. And they allow you to grow your business—even if you step away from it to travel, for health reasons, etc.  (Fast Implementation Bootcamp gives you systems you can use in all four of these areas. Check it out here.)

If you want to improve your “money-luck,” and  start to really accumulate wealth, then use these proven ideas in your business. When you do, I promise you will begin seeing a change in your “luck” for the better.

NOTE: If you want the quickest, easiest way to get systems in place in your business that will automatically attract clients, customers or patients…grow your business each and every year…and identify a fast source of instant cash…then you don’t want to miss our next Fast Implementation Bootcamp.  You’ll leave bootcamp with completed campaigns ready to send…reusable systems you can recycle again and again to make you money…and ten money-making rules you’ll learn to live by and LOVE.

Best of all it’s FREE.

For more information or to register, click on the link below or call 1-800-871-0147.

http://gkic.com/bootcamp

 

Six Ways To Prevent Your Business From Being “Shutdown”

By: Darcy Juarez on: October 1st, 2013 3 Comments

Today, the U.S. government shutdown for the first time in more than 17 years. Reading the paper and listening to the news there’s a lot of debate about what a shutdown will mean.

But one thing is certain, the shutdown will be temporary.

The government will soon be back doing what it does for better or for worse.

However there is no debate about what that would mean should a “shutdown” occur in your business. It could fold with devastating consequences to the livelihood of everyone involved.   For some business owners, it’s a real looming threat that they live with on a constant basis. For others, unfortunately they aren’t aware of the dangers lurking, until it’s too late.

Just last week I was talking with a friend about a retail business in her area that had been thriving. She said that changes in Google caused this business to shutdown virtually overnight. The owner had to move in with relatives and is struggling to build a new business.

A small restaurant owner in Jacksonville, Florida recently talked about how new changes to tax laws pertaining to staffing were making it more difficult for him to be profitable. He had to eliminate staff causing him to increase his personal workload to 80 hours a week and is now debating whether it’s worth it to continue running his business.

It can happen to large companies too of course.  After being considered in danger of closing for several years, aerospace giant Boeing announced they would be closing their plant in Long Beach, California for good in 2015, affecting 3,000 workers who will lose their jobs.

The thing is, you don’t have to live with that looming “shutdown feeling.” Here are six things you can do to create growth in your business and feel confident you can prevent yourself from going out of business.

1)      Choose the right market for your business. When you target exactly the right market, you will eliminate wasting valuable marketing dollars and instead get maximum results from every marketing piece you release. Do this by creating a very detailed and clear picture of your ideal customer and limit yourself to a responsive market willing to spend money.

2)      Make your business the clear choice for your prospects and customers. When you make your product or service stand out as the only clear choice for your prospects, you’ll eliminate competition. Do this by making your Unique Selling Proposition irresistible.

3)      Diversify your marketing. Unfortunately for the retail business I mentioned earlier, they limited their advertising to using one vehicle—which meant that when Google made some changes, they were put out of business. Had they built up an email list and a mailing list, they would have still had other ways to market and sell their products. If you are relying on only one channel, you are putting yourself at great risk of being shut down—maybe even without warning. Be sure to integrate both online and offline marketing campaigns and you won’t have to worry about changes in rules and regulations shutting you down.

4)      Learn how to craft compelling messages. There are fundamentals of writing a message that gets your prospects to take notice, pay attention and open their wallet and buy from you. Invest the time to learn these fundamentals, even if you hire someone else to write your messages. (Note, if you are hiring someone to write for you, be sure you ask these seven questions) .

5)      Have a few campaigns ready to execute when you need immediate cash flow. When you have campaigns proven to generate cash each time you do them, you’ll relieve a lot of worry and stress and be able to bring in money on demand. For example, the “Lost Customer Campaign” we teach at Fast Implementation Bootcamp is one of attendees favorite campaigns as it always generates business and is a strategy many businesses have used to solve a cash flow problem.

6)      Expand what you offer. Boeing is closing its doors because they are no longer going to make C-17 cargo plane which is what is built at the Long Beach facility. If the facility would have looked toward expanding what they do, they may have had a plan in place that would have derailed their closing. For instance, they could have looked at building parts for repairing multiple types of planes.

Just as putting all your “eggs in one basket” for your marketing can lead to closing your doors, so can focusing too much on one product or service. Think about what else you can offer in order to have multiple streams of income coming into your business. For example, the restaurant owner I mentioned might think about offering his own line of products—special salad dressings and sauces. This would add income without having to increase staff. He could also add recipe cards or create information products that teach people how to cook.

The government shutdown is a harsh reminder of a reality no business owner ever wants to face. If you want to stop living in fear of having your business being shut down and grow your business instead, implement as many of these ideas as possible. You’ll eliminate wasteful spending, frustration, worry and fear and find you’re not only more relaxed, but more profitable too.

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

 

3 ½ Business-Boosting Lessons You Can Learn From J.C. Penney’s Rebranding Disaster

By: Dave Dee on: August 6th, 2013 4 Comments

Last week J.C. Penney Co. hired a new senior vice president of marketing.

Debra Berman, formerly with Kraft Foods, was hired to win back customers and create more frequent sales.

This is the latest in a plan by J.C. Penney’s CEO to reconnect with their customers and revitalize their struggling brand.

Why are they struggling?

Well, the former CEO tried to transform the store to attract a “younger” and “hipper” audience…and failed, amassing nearly a billion dollars in losses.

Can you guess the big lesson?

If you already have a target audience buying products or services from you, it’s not a good idea to abandon them in search of a different audience.

Now, I’m not saying it’s necessarily a bad idea to target new and different customers. But if you are going to do this, test it and do it in addition to what you are already doing. After all, if you are going to go to the trouble and expense of winning a customer over, why abandon them?

Because when you abandon your customers, they will find somewhere else to spend their money.

J.C. Penney has a big task in front of them…

Even though you most likely have not made a major shift like J.C. Penney did, there are a couple of takeaways you can use in your own business.

1) Clearly define who your target audience is. When I started at GKIC, one of the first things we did was to nail this down. The obvious answer is that they are small business owners, entrepreneurs and sales people.  But that is pretty broad, so we dug deeper.

We identified our target audience as being people who are “doers.” They don’t just “talk the talk… they walk the walk.”

They are the movers and shakers.  They don’t want fluff. They want to cut through the B.S. and get to the stuff that really works.

We identified that they want more independence and time to do what they want, working less hours while making more money, unapologetically. And they want a place where they can find other like-minded individuals who understand, appreciate and support their endeavors.

Imagine if instead of trying to go after a new audience, J.C. Penney had spent time getting clearer about what their existing customers want. Instead of creating new products to attract an unproven audience, they could have developed products that were a better match for what their existing paying customers wanted.

Another problem they didn’t think through was that by not spending the time to clearly understand their existing customer, not only did their core customer not relate to their new messaging, but they didn’t necessarily embrace the new type of customer that J.C. Penney was targeting.

Clearly defining your audience makes it easier to create messages that resonate with your customers. It makes it easier to know what types of products and services to develop. And it attracts more customers…partially through referrals because your customers often hang out with other like-minded individuals that will also be interested in your products and services.

2) Identify a strong USP. Have a clear, honest, benefit driven USP (Unique Selling Proposition) in place.

While recently interviewing GKIC members about what has made the biggest impact on their business, one answer that kept coming up was developing a strong USP (Unique Selling Proposition). And for good reason…

In order to succeed in today’s cluttered and competitive arena, you MUST construct a great marketing message that is powerful enough to circumvent the competition.

In The Ultimate Marketing Plan, Dan Kennedy defines a USP as “a way of explaining your position against your competition and against all other choices, actual or even imagined.”  He also says it is “a way of summarizing and telegraphing one of the chief benefits of the business, product, or service being marketed.”

Before their rebranding, more than half of J.C. Penney’s audience was over 55 years old and 87 percent were Caucasian. Two of J.C. Penney’s main competitors are Target and Kohl’s who appeal to younger shoppers. Rather than trying to be more like Target and Kohl’s what if they would have focused on what makes J.C. Penney unique?

Identify what makes you different and then capitalize on this to become the best at it. This will attract more of the right customers to you…people who will spend more money with you because they feel you are catering specifically to them.

A strong USP might even become your theme. Like “Just Do It” (Nike) or “The happiest place on earth” (Disneyland) or “We’re number two, so we try harder” (Avis).

3) Win back lost customers. We all do it: We lose customers. Become aware of it and put a campaign in place to win them back. Let your lost customers know you miss them, that they are important to you, and that you want them back.

J.C. Penney has apologized to their core customer, but they should take it further. Getting to know their core customer better, targeting their messaging to them and creating an entire marketing campaign around winning them back will go a long way towards bringing this customer base (and their wallets) back to the store.

The lost customer reactivation system we teach at The Fast Implementation Boot Camp is a campaign that many GKIC members say has been enough to revitalize their business and create an immediate surge of cash in their business.

Learn from the successes and failures of other businesses. Understand and clearly define who your best customer is. Then make your business the clear and only choice for your customers based on what you discover.

And if you’ve lost some customers, don’t just let them go. Do everything you can to win them back—even ask for forgiveness. When you do, you’ll maximize your results and find money in your business you didn’t know existed.

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

Make More Money FASTER By Quickly Fixing Your “Good Problems”

By: Dave Dee on: May 28th, 2013 1 Comment

The other day a GKIC member contacted me to see if I could do some copywriting for him. He was getting a lot of traffic to his website…BUT it wasn’t converting and he wanted to know why and how to fix it.

As I don’t do copywriting for clients, I quickly referred him to a copywriter I knew would be able to help him. But I couldn’t stop thinking about the problem he was having.

I couldn’t stop thinking about it, because it was a “good problem.” It was a good problem because he was attracting a lot of potential clients. And his actual problem was easily solvable—and once solved, it would mean a big pay increase for him.

But sometimes it’s hard to see the good when your business isn’t converting prospects into customers or you lose paying customers more quickly than you can attract new ones.

Because nothing is more frustrating than having clients slip through your fingers.

Of course, this happens in more ways than one…

For instance, when you convert prospects to paying clients, customers or patients, and then they drop off the map in terms of future purchases …

Or when you have an amazing product or service that people are eager to buy, yet despite your efforts few actually get around to purchasing from you.

Do any of these sound familiar?

Well I have some good news, because it means you are doing something right! And it’s easy enough to fix the areas where you are falling down.

If you have potential paying customers, clients or patients slipping through your fingers, here are four things you can check to turn things around and start capturing those sales:

1)      Do you have a good call-to-action? One of the biggest problems I see in both written ads and in sales presentations is not having a strong call-to-action. Incorporate words that urge your reader, listener or viewer to take swift and immediate action. Without this, there is no urgency to do anything and quite frankly, if people don’t do something immediately, there is a good chance they’ll never get around to it. Even adding something as simple as “call now” can have a sizable impact on your sales.

2)      Do you have an “upgrade” system? Dan Kennedy taught me that one way to avoid losing a customer is to upgrade them into a new program or service or product. People are excited by something new and different and get bored with the old. By upgrading them, you’ve given them something new and different. Think “technology” such as cell phones and laptops and you have a good model to follow.

3)      Do you have a follow-up system in place for after they’ve purchased from you? There is a fortune to be made in your existing list, especially from people who have already purchased from you. Think about it. You’ve already spent all that money to attract them and convince them to trust you enough to buy from you. Why start over?

Think of this another way. Have you ever bought something from someone and then never heard from them again? If you’re like me, there are many times, I’m happy with the product or service I purchased. And if they would contact me and ask me to buy more from them, I would. But since I don’t hear from them, I don’t really think about it so I never purchase from them again. If you’re not following up with your customers immediately and regularly, you are leaving money on the table.

4)      Do you have a “lost customer reactivation system”? One of the things we help GKIC members build at our free Fast Implementation Boot Camp  is a “lost customer reactivation” system. It’s critical because it reminds the people most responsible for your business success that you haven’t forgotten them.

Reaching out to previous customers and letting them know you miss them and hope to see them again makes them feel important. It makes them feel good to hear that you’ve noticed they haven’t been around in a while and that you’d like to see them again. Think of your own experiences…doesn’t it feel good when someone says, “I’ve missed hearing from you.”

We’ve had members from Boot Camp tell us that by using this system, they “found” thousands of dollars just by taking the time to acknowledge that they missed hearing from customers.

Celebrate your “good problems” because it means you are on the right track. But don’t just let them continue to fester. Continually track and evaluate what you are doing. And make sure you aren’t leaving money on the table by letting customers slip through your fingers.

NOTE: If you are looking for the fastest way to correct a cash flow problem and fix what’s not working in your business, sign up for our next Fast Implementation Boot Camp. There is NO FEE REQUIRED, only a 100% refundable deposit to secure your spot, which will be refunded to you upon check in at boot camp. You’ll:

  • Spend 2 days with three masters of Glazer-Kennedy Style Marketing who will help you identify your marketing problems and fix them by helping you build the “lost customer reactivation system”, follow-up systems, call-to-actions and other items you need to start, re-start or turn your business around. (You’ll actually leave with completed campaigns ready to use immediately.)
  • Receive two free bonuses. Your FREE “Fast Implementation Workbook” ($300 value) includes step-by-step instructions and examples so you can plug strategies in and immediately start profiting. Your FREE “Definitive Guide to Using 3D Mail in Your Marketing Campaigns” ($97 value) includes proven and successful fill-in-the-blank sales letters, sample headlines, ideas and more.
  • Discover how to find the hidden goldmine in your customer list, the “8-direct response triggers” that can double or triple response in all of your marketing, how to drive massive traffic to your websites—and then absolutely capture that traffic to triple conversions, the secrets of profitable email marketing and more.

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

The Most Important Question You Should Ask When Advertising

By: Dan Kennedy on: February 26th, 2013 5 Comments

Over the weekend advertisers spent between $1.65 and $1.8 million for a 30-second commercial during the Oscars.

That’s a lot to spend, however if the economics are right spending that much can really pay off for a business. Especially if their competitors aren’t willing or able to do the same.

Years ago, I thought about building a multi-million dollar company like Nightingale-Conant.

However, I learned through painful experience the impracticality of building a mail-order business without the ability to “go negative” on the front end. The simple truth was I didn’t have the financial resources to do so which meant I had to abandon that idea and go in a different direction.

I often teach that even great marketing can’t make up for bad economics. It is equally true that neither the greatest product or the greatest marketing can make up for insufficient capital.

Smart marketers at the Oscars, the ones who had the right message, the right audience and choose the right media, could pull ahead of a competitor that wasn’t willing or able to spend that much.

You might remember when Pepsi dropped out of some major advertising for a few years while Coke stayed their course and continued spending. As a result Coke overtook Pepsi as the leader.

The business truth many people insist on ignoring is that most businesses are built by “buying customers.” That means that if you are restricted to only acquiring new customers through means that deliver a first sale, front end profit, you cannot grow a business quickly. In fact, you probably cannot grow a business at all.

Conversely, the marketer with the willingness and ability to invest in acquiring customers, even losing money on the first sale AND with an effective strategy for maximizing customer value has an enormous competitive advantage.

Business owners have difficulty accepting this message. In fact, when determining budgets, marketing is often one of the first areas that businesses believe they can reduce their spending.

The rationale is that the business can maintain the customers they currently have or that their competitors may be facing the same economic challenges and therefore do the same.  What really happens is that you open up the market and make room for your competitor willing to advertise to move in and take over some of your market share.

Really the question should NOT be, “What’s the least amount you can spend to acquire a customer?”

The most important question you should ask is, “What’s the most that you can/will spend to acquire a new customer?”

(Dan Kennedy Talk About This At Length In His Newly Released “Marketing To The Affluent” Course…Available For 33% Off Now.)

That number determines what can and cannot be done, which media and marketing tools can and cannot be used, and virtually dictates your marketing plan.

Ultimately, the business that can spend the most to acquire a customer wins. In the U.S. recessions from 1980-1985, McGraw-Hill Research analyzed 600 companies. The businesses who continued advertising and outspent their competition during the 1981-1982 recession hit a 256 percent growth by 1985.

There is more evidence to support the same.  If you expect to make a profit on the initial sale only, you will grow slowly, if you grow at all. You must make sure you can afford to buy customers, outspend your competitors and have an effective strategy for maximizing your customer’s value on the back-end.

NOTE: This is just one of the money-making rules you’ll learn how to apply at the GKIC Fast Implementation Bootcamp. If you’ve been flailing around, growing slowly or not growing at all, take advantage of our Free FAST Implementation Bootcamp. It’ll get you out of the gate and running FAST.

Note, this is NOT about getting more information. It’s about showing you how to use GKIC marketing and helping you develop an actual marketing campaign. You’ll actually leave bootcamp with a complete campaign ready to send to your customers the minute you get home.

Register for our next Free Fast Implementation Bootcamp here now.  Or go to www.dankennedy.com/bootcamp

 Or hear what one of our recent Bootcamp attendees has to say here.

“Fall Forward Faster” A Tip To Make Your Business the Most Successful It Can Be!

By: Dave Dee on: November 13th, 2012 3 Comments

I just got back from Opryland Hotel in Nashville where we held INFO-Summit 2012 …

There was so much great information flying around that it would be easy for attendees to go home and put their info in a drawer…and wait until they have some free time to put the new ideas they’ve learned into action …especially with the holidays just around the corner.

It’s a common occurrence. You mean to do something with the ideas you get, but after sitting the materials on your desk a while, you move them to a drawer to get them out of the way telling yourself that you’ll get to them ASAP.

I’ve seen members do this with their newsletters and other materials too—the information is great, but you feel overwhelmed—and unsure what to do first.

So you put it aside intending to get to it “some day.”

But here’s the thing…it truly only takes one idea…one strategy to change your business and your life.

Just one.

That means you don’t need to do ALL the ideas that come your way. You just need to pick one and get started.

During a Q & A with a panel of Dan Kennedy’s Platinum Mastermind members, Dr. Tom Orent gave a great piece of advice. In fact, it was his answer when Dan asked, “What is your best piece of advice?” Dr. Orent said, “Fall forward faster. Because the people who have failed the most are the most successful.”

Then he gave a great way to deal with overwhelm that I want to share with you today—so that you can make sure you get some stuff done before the end of the year!

Dr. Orent suggested that you take out a piece of paper and write down all the ideas you want to try.

Next he said to narrow your list down to the top ten ideas on your list and set the other ideas aside in a tickler file to review at a later date.

From your top ten list, pick just two ideas that you will implement in November and two ideas from the list you will implement in December.

Focus on only the two ideas you’ve chosen for the month.

Not sure what ideas you should do first? Here are some tips:

 

1)     Pick the ideas which are the best speed marketing strategies. In the Phenomenon Dan teaches you how to get more done in the next 12 months than you did in the previous 12 years.

One of his strategies is to focus on speed marketing strategies that will multiply and expand your business. For example, you could focus on a key area of your business where you haven’t yet converted to GKIC marketing. This might be something such as not having a lead magnet in place to attract new prospects to your business.

 

2)     Circle the desk before you sit down. During John Carlton’s conversation with Dan about copywriting at INFO-Summit, John talked about how he had observed how a dog turns in circles before it lays down. He said that in order to avoid wasting time, before he writes a single word of copy, he circles his desk and doesn’t sit down until he is ready to write.

Similarly, to get things done, you need to be “ready” to go when you implement a new process, strategy or idea. If an idea on your list leaves you feeling unsure of where to start or what to do, that might be a sign to leave that one for a later date.

Instead pick an idea that you feel more confident about starting on immediately.  (If you are looking for how you can find the time to implement new ideas, Dan shows you how to “find” that extra hour to work on the “thing” you’ve been meaning to get to in No B.S. Time Management for Entrepreneurs.)

 

3)      Evaluate what is easiest to do based on what you already have.  One thing to consider is what can you do with the tools you already have in place.

While this isn’t always the best criteria, some action is better than no action. This means that sometimes to get started, this is excellent criteria and will make it easier to get going.

If you have an email system already in place, it might be easier to set up a follow-up email sequence for new prospects than it would be to send out a postcard when you have no list with physical addresses and have never dealt with a list broker before.

 

4)     Do what are you most excited about. Call it your gut instinct or intuition…but what do you feel the most excited about on your list? The things you are most excited about will be the easiest to get done versus the things you are apprehensive about. Trusting your enthusiasm about an idea or project can be a key to helping put your idea into motion.

 

I don’t want you to wait until next year to start seeing a shift in your success.

Do you?

So right now, take a few minutes to write down the top ideas and strategies you want to implement in your business. Use the four tips I’ve given you to pick your top two and get started today. If you do, you’ll be celebrating at the end of the year and will have started a new tradition of getting things done to move your business forward.

NOTE: If you’re still not sure what to do or how to do it, then check out our FAST Implementation Bootcamp—open to all GKIC members for FREE. We’ll take you through all the steps and show you the best strategies to start with to get your business in high gear now. In fact, our 2012 GKIC Marketer of the Year, Walter Bergeron completely transformed his business in just 90 days by going to Fast Implementation Bootcamp—and just one year later, he just signed a deal that will take his company to the 8-Figure level!  Find out when our next bootcamp is here.