Lessons From Dan Kennedys InfoMarketing Summit 08

Well there were so many lessons learnt at the recent InfoMarketing Summit put on by Dan Kennedy and Bill Glazer. So many in fact it will take me a week to go through all of my notes and compile the results …

For now though let me share with you three key lessons that really resonated with me:

1/ Stop Selling and Start Giving – This is a lesson that I learnt from many of the speakers at the event. The first key speaker to bring this up was the legendary underground Internet marketer Eben Pagan. Eben is a young guy doing $20 million a year in sales on the Internet with all of his staff being 100% virtual. In other words … he has no office full of staff!

Eben attributed much of his success to the the philosophy of giving first. His belief is that the more you are prepared to give away of information the more you will attract potential clients to you. Now here was the real kicker … Eben says give away your best and most valuable information (or expertise, advice, coaching or consulting) if you want to grow a massive business. Why? When people see how much you are prepared to give away the more they want to find out what else is there.

Its worked for Eban … hes doing $20 million a year in online sales.

The second person to really bring this message home to me was Fabienne Fredrickson. Fabienne took her business from around $200,000 a year to over a million in one year by applying effective marketing strategies.

What was the key for her?

Giving away great valuable information. Instead of giving away digital downloadable information she switched to giving away a FREE Audio CD posted in the mail. This one simple shift of giving more grew her database from 5,000 to 12,000. There is definite truth that the size of the database that you have a relationship with is directly proportional to your income.

Now many people will resist this idea. Giving away a free CD is going to cost you at least $2 or $3 per CD. So there are some keys to how you monetise this strategy which I will be sharing with our Inner Circle members.

Interestingly … one of the speakers at the even just tried the old sell sell sell model. She gave very little content and what she did give was gimmicky at best … and guess what? Her back of room sales were terrible. On the other hand Eben Pagan gave huge amounts of value in his talk and created a flood of sales after.

2/ Frequency & Consistency Of Contact – In marketing the InfoMarketing Summit Dan Kennedy made mention of the fact that they had built in 101 marketing touches about the event. They started the campaign more than 6 months out and frequently and consistently touched their database in a variety of ways about the event.

He also revealed that there are more than 700 email messages preloaded into his autoresponder system. So if you get onto one of their databases you will hear from them virtually every day until you buy and become a customer or you die, or unsubscribe.

The contact from Dan Kennedy’s company is defintiely frequent and consistent. As a result they are always at the front of your mind. As a Gold + member of Dan’s coaching group I am constantly reminded of the value he brings to the relationship. He is frequent in contact and prolific in his marketing … hhhmmm I wonder if that is why he gets about in his private company jet.

Now many people who are busy building a database fail to consistently and frequently keep in touch and market to them. This is a mistake … when you do get around to contacting them they will have either forgotten you, forgotten your message, or simply lost interest. You should never let this happen.

Ok … so you are probably thinking that you don’t want to market to your database to much in case you offend them and they leave, or unsubscribe or even worse … complain, right? Well if you are thinking that then you are correct. Some will leave, unsubscribe and call you bad names. Its a small percentage and truth is these people will probably never become clients anyway. So focus on the other 98%.

The other 98% will start to feel more closely bonded to you and will start to percieve you as the answer to their problems.

So increase the frequency and consistency of contact with your database.

3/ 100 leads or 100 ways – Again I was reminded of the importance of having multiple lead generation sources. Most people rely on just one or two ways to generate leads. This is okay BUT you are probably missing out on many more leads you could have got.

Dan often explains that most people he comes across are looking for one way to generate 100 new customers. He explains to them that he doesn’t know one way to generate 100 customers but he probably knows 100 ways to generate one new customer.

The point is … you need to implement many more lead generation sources into your business. You need to have multiple ways to attract clients. Do not rely on the one or two you currently have. Exand them and keep adding new approaches to lead generation.

Well this is just a small sample of what we will be covering in our Inner Circle members webinar on the 17th October. If you want to learn more then please take up your last real chance to get a $1 30 day trial.

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