Dan Kennedy

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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Get your copy of The Attraction Marketing System for just $497 by going here www.TheAttractionMarketingSystem.com

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Are you a small business owner looking to ATTRACT more REFERRALS?

If so then you will be interested in this …

For a short time only we are giving away a FREE CD by Referral Marketing expert David Frey titled ‘How To Get All The REFERRALS You Can Handle’.

This CD is a must for every business owner.

Request your copy before they are all gone here:

http://www.AttractReferralsCD.com

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Success in business takes time … and it also takes strategy.

There are many businesses that have been around for a number of years BUT have operated with the wrong strategy. If you strategy is wrong you wind up in an endless pursiut of your goals with little chance of achieveing them.

In my seminars I often give the analogy that if you were to fly from Melbourne to London and you are one degree of course then you will wind up somewhere … it just won’t be where you had hoped.

A few years ago I was involved in the National Speakers Association as I had a strong desire to become a professional speaker. After careful observation though of a number of the more seasoned and experienced speakers I concluded that the strategy being taught was fundamentally wrong for the goals I hoped to achieve. Why? The core strategy being taught was the pursiut of speaking engagements were you might be paid anywhere from $2,000 to $10,000 to deliver a speech (or training). Problem with that? Well … after you collect your money you are back to ZERO!

So many small businesses suffer from a similar flaw in their strategy.

Here is the real flaw … they are too focused on the immediate profit to be made on a new customer and not focused on the future profits.

What do I mean by that?

Well with the wrong strategy a new customer is worth whatever dollar amount you can sell to them on the initial purchase … and that is about it. With the right strategy a new customer has a value that may not equate to money in the back immediately but the total profits from that customer in the future will be substantial.

Marketing guru Dan Kennedy has often stated that most small business owners believe that the purpose of getting a customer is to make a sale (ie profit up front), when in reality the correct strategy must be that the purpose of making a sale is to acquire a customer.

This strategy is what is known as Future Banking.

It is a strategy where all of your marketing efforts are designed to acquire customers that have a future bankable value to your business.

So your initial sale to the customer may not make you money … you may just break even on them. The profits live in the back end of your business. The accumulation of large numbers of customers that have future bankable value is where the real wealth is in your business.

There are a few different ways to implement the future banking strategy. Lets consider two of them now:

1/ Front End, Back End - The first way to implement the future banking strategy is through the development of a well thought out marketing funnel that has both front end products or services, and then an ascending array of back end products or services. The objective is to have new customers join your marketing funnel by taking up your front end offer and then progressively and systematically ascend them through your back end products or services.

2/ Continuity Income - The second way to implement the future banking strategy is to develop a product or service offering that features continutiy of income. In other words you charge your customers at frequent recurring intervals (ie monthly) until they tell you to stop. Often you will either lose money, or break even on the first month acquiring the customer and profit on the on-going fees. The Attraction Marketing Inner Circle is an example of this where you can join as a trial member for $1 today which then goes to $97 per month thereafter.

So here is a good question for you … after you have finished providing your customers with the product or service they buy from you what is the future bankable profits from that customer? Are there any future bankable profits … or are you back to zero?

If you are looking to build wealth into your business then you will want to begin to think about and plan to implement future bank strategies today.

In the Attraction Marketing System we explain these concepts in more detail and explain the marketing funnel concept and how to implement it.

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$497 Worth of Attraction Marketing Information - FREE!!!!

If you are looking for new clients or customers for your business, or you just want to know how to market your small business, then you will want to get your hands on the $497 worth of Attraction Marketing Information we are giving away.

Go here now to get the answers you are looking for more clients:

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Recently I was talking with a new client who mentioned something that I have heard a few times before.

It was a comment along the lines of … Rod I want you to create our marketing campaign for us, and write our sales letters BUT I notice you tend to write long sales letters … can you create a shorter one for us?

This is always an interesting question / comment and one I always question. Now don’t get me wrong here … it is not that I am a big believer in long format sales letters … what I believe in is what works for your marketplace and your product.

As Dan Kennedy says … its about getting the right message to market match.

So if a short letter does the job better than I would do a short letter. If it requires a longer letter then I will do that.

When I quizzed my new client as to why he wants a shorter letter the first thing I asked is … Why … have you tested long letters and not got a good result?

Typically when I ask probing questions what comes up is that it is their personal preference. This is a huge mistake and one you want to avoid making. Your personal preference generally is not representative of what will make the marketplace take action and buy your product or service.

Here is the key though … you need TEST and MEASURE.

Find out what works best by testing and measuring a number of approaches and then do what works. Keep your personal preferences out of it.

By the way … Do you want $497 worth of Attraction Marketing Information products? Yes then go here http://www.AttractionMarketingRevealed.com

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I’m excited … I have just booked into Dan Kennedys Information Marketing Summit for 2008. If you are interested in learning from the best Direct Response marketers in the world then you will want to be there as well. Its not happening until November but its selling out fast.

Find all the details here https://www.dankennedyssl.com/infosummit2008

Note: I am not paid to endorse this summit … Im going and would love to meet you there.

Watch these Dan Kennedy videos to find out why you will want to be there to:

then watch this one:

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