Nov 092010
 

A great many marketers, the world over, wonder how to get their marketing message out to those that they want to read it. Dan Kennedy discusses just how to go about getting your message to your audience…

Ads or Articles – Which is Better to Market a Small Business?

The Advertorial, The Challenge Of Maximum Readership Reconsidered

The knee-jerk answer is: articles. And the argument for the “advertorial” i.e. an ad made to look like editorial material is that it is obvious; people buy newspapers and magazines for the articles, not the ads. But, like all dogma, ain’t necessarily so. For example, lots of people buy the Wednesday newspaper to get the supermarket coupons, buy the Friday or weekend newspaper to see the movie and nightclub ads. In analogy, people often go to national conventions more interested in the trade show than in the seminars, me included.

MY ADVICE: DON’T STEP IN THE DOGMA

Anybody who has an ironclad rule about the most successful way to do something can be proven wrong. I constantly violate one of the most respected direct response copywriter’s rule about the number of words for a headline. The “A-pile mail” argument makes perfect sense, but I have beaten it in split-tests with teaser copy laden envelopes. Not often. But sometimes. To conclude that the advertorial is the ad format that will always get the highest readership is wrong. On the other hand, a lot of advertisers err in never using it – in space as well as in direct-mail.

I try to be careful about this; I know too much about what doesn’t work. So, I try to be careful not to be dogmatic, or too quickly shut off a client’s idea. I’ll say: I’ve never known ‘x’ to work, and I’ve certainly seen it not work, but let’s explore it from several different directions, including:

  1. Can it be easily and cheaply tested?
  2. Is there a more reliable approach that will do just as well?
  3. Is there enough benefit to balance the cost of experimenting? Etc.

THE CHALLENGE OF READERSHIP

Here’s the key point to keep in mind, whether contemplating different ads or FSI or direct-mail formats, headlines, photos, grabbers, etc.: it can’t sell if it isn’t read. The Big Lesson is – you have to WORK JUST AT GETTING IT READ. Not presume readership, which is what most people do. Way, way, way too much advertising and mail is produced with a presumption of readership. Actually, the opposite is the smarter approach; presuming every recipient will try NOT to read it.

THE BEST WAY TO MAXIMIZE READERSHIP IS targeting. My message to market match’ principle. But when you can’t target, when you must use mass media and fish from a very large lake, then you have to work even harder at getting people to bother reading your message.


Author Info: Dan Kennedy is internationally recognized as the ‘Millionaire Maker,’ helping people in just about every category of business turn their ideas into fortunes. Dan’s “No B.S.” approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice.


While you are here, a reminder that the Special Offer of FREE Dan Kennedy audios “may” be ending soon, and with that said, you’ll want to get them RIGHT AWAY!

If you had rather get the FULL and COMPLETE audios, along with a great deal more from Dan Kennedy, click the image… Dan Kennedy's Lifetime of SecretsGet The Entire Lifetime of Secrets package, which includes more than over 30 hours of Dan Kennedy talking about all of his secrets, strategies and how he helped coach people, from all walks of life, to MASSIVE success! Click here –>

Nov 032010
 

Recently posted on the Dan Kennedy blog:

Get Their Attention Or…

“Who and what will customers be talking about this week?”
You may have heard my interview in the past with Tony Rubleski, author of the nifty little book with the powerful title: Mind Capture.

If you watch HBO, you may have seen their self-promotion commercials that feature thanks from the Water Cooler Association of America, for stimulating so much water cooler conversation on Mondays with their Sunday night programming.

If you watch MSNBC, you may be familiar with Keith Oberman’s Countdown news show: which of these ten stories will you be talking about tomorrow?

Well, you can’t go on the Internet, to anybody’s seminar, to any gathering anywhere made up of marketing and direct marketing entrepreneurs where they aren’t talking about me. That ain’t accidental. Or free, either.

So the question is: your customers, your prospects, your marketplace: who and what will they be talking about this week?

It better be you. Because whoever has their attention right now, wins.

I recently heard an info-marketer complaining about my advice regarding extending the sales cycle for seminars; he was having drop-outs late because he’d sold them so far in advance. Well, selling them far in advance isn’t the problem. Not also re-selling them constantly, that’s the problem.

The “ball” is top of consciousness positioning, and if you take your eye off that ball, you lose the whole ballgame. Out of sight, out of mind. This is where frequency/recency applies, so very, very frequent communication is required. This is where promotional merchandise, like imprinted pens, posters, mousepads fit. (Bobbleheads, too.) For speakers, this is why product in their hands is important. Why a customer newsletter is not an option. Etc.


Dan Kennedy Author Info:  Dan Kennedy is internationally recognized as the ‘Millionaire Maker,’ helping people in just about every category of business turn their ideas into fortunes. Dan’s “No B.S.” approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice.


This brings to mind the fact that the Special Offer of FREE Dan Kennedy audios “may” be ending soon, and with that said, you’ll want to get them RIGHT AWAY!

If you had rather get the FULL and COMPLETE audios, along with a great deal more from Dan Kennedy, click the image… Dan Kennedy's Lifetime of SecretsGet The entire Lifetime of Secrets package, which includes more than over 30 hours of Dan Kennedy talking about all of his secrets, strategies and how he helped coach people, from all walks of life, to MASSIVE success!

Jul 152010
 
As of the time of this post, there’s an awesome bonus for ordering Dan Kennedy’s Lifetime of Secrets Seminar delivered to your home (or office, etc) and I have a special page set up just for you to see it…

Dan Kennedy's Lifetime of Secrets

With your order of Lifetime of Secrets, which includes more than over 30 hours of Dan Kennedy talking about all of his secrets, strategies and how he helped coach people, from all walks of life, to MASSIVE success, you’ll get these PRICELESS and VALUABLE Bonuses…


Nine audio CDs of a CLOSED DOOR Mastermind meeting of those who were able to be at Dan’s seminar, discussing the successes they’d engineered using strategies gained at the “Lifetime Of Secrets Seminar.” Their successes being so great that they spent nearly $1,000 just to have this meeting.


Dan’s unique resource, the POWER POINTS ENCYCLOPEDIA (3 packed PDF manuals).You’ll also get (with your order of the Lifetime of Secrets Seminar) the complete, 3 Volume package of the POWER POINTS ENCYCLOPEDIA!


Dan Kennedy's INFO RICHES PackageAs if the above weren’t enough, to ensure that you’ll be proud to have what many would call a Dan Kennedy Encyclopedia Collection, you also get the INFO RICHES package (if you are one of the limited FAST ACTION takers of this offer)… This package is a best-selling and top-respected course by Dan Kennedy that has directly or indirectly created over 100+ millionaires!


Yes, you can get the “Lifetime of Secrets” seminar at a SPECIAL DISCOUNT (and the above bonuses) here: Lifetime Of Secrets, but you’ll have to HURRY as this offer will not last long…
Jul 142010
 

Dan Kennedy's Lifetime of SecretsWHAT EXACTLY WILL YOU GET IN THIS
UNPRECEDENTED SEMINAR-IN-YOUR-HOME?

  1. DAN’S MONEYMAKING MATRIX, UNTIL NOW PROVIDED ONLY TO PRIVATE CLIENTS. Dan lays out before you the most comprehensive integrated marketing System for creating the absolute maximum possible profits and wealth from any business. You will see the complete, complex, sophisticated Moneymaking-Matrix Dan has used personally and for his private clients. You even get the Matrix in diagram form, to use as your master blueprint for re-designing your business for maximum profits.
  2. SPECIAL STRATEGIES FOR FAST, DRAMATIC INCOME ENLARGEMENT. Dan reveals the inside secrets behind many of his businesses’ and his clients’ most dramatic success stories..… how tiny beginnings have been turned into gigantic incomes, fortunes, even empires with his strategies, time and time again.
  3. WARNINGS — WHAT NO OTHER SPEAKER DARES DISCUSS. Dan discusses the most dangerous entrepreneurial mistakes and hazards that can destroy everything you work years to build in a matter of days. These include Ten Mega-Mistakes & Grave Dangers stubbornly ignored by most entrepreneurs, until it’s too late. These include his own biggest blunders.
  4. ALL THE PUZZLE PIECES FOR “TOTAL FINANCIAL LIBERTY”. Dan has identified SIX CORE ENTREPRENEURIAL COMPETENCIES that must be understood, cultivated, mastered and applied to get total personal and financial liberty. He says: “To live life on your own terms – that is the only legitimate definition of success.” This entire Seminar is about that: succeeding on your terms.
  5. HOW TO UNCOVER AND UNLEASH THE UNTAPPED FINANCIAL OPPORTUNITIES IN YOUR BUSINESS. Dan presented FIVE WAYS A BUSINESS’ ORDINARY CASH FLOW CONVERTS TO WEALTH — do you know what all five are? Or is convertible wealth running through your fingers like water streaming through a sieve? He covered the FOUR CORE SOURCES OF PROFITS in any business — and pointed out that, in 20+ years of consulting, he’d only encountered seven entrepreneurs or CEO’s who could demonstrate effective use of all four. Imagine the advantage you’ll possess equipped with all four! He also revealed FOUR WAYS TO MULTIPLY CUSTOMER VALUE.
  6. WEALTH ACCELERATION SECRETS. Dan insists that individuals and businesses have their own “moneymaking metabolism”, and that it can be turbo-charged, to dramatically speed up the accumulation of wealth….. to reach your own “magic number” guaranteeing financial independence and security.
  7. RID YOURSELF OF “ENTREPRENEURIAL SELF-SABOTAGE”. Dan talked very frankly about the SEVEN “SUPER SABOTAGE” FACTORS that undermine your ability to achieve your goals. Understanding and being on the alert for these Factors can be a remarkably empowering force.
  8. SUCCEED WITHOUT SACRIFICING YOURSELF. Dan has been influenced by a book Napoleon Hill wrote late in his life titled, “Grow Rich With Peace Of Mind”. Although Hill is most celebrated for his famous bestseller “Think And Grow Rich”, Dan feels this later, more obscure work is far more significant. There are issues raised in this book Dan was eager to talk about….. how to command respect in a disrespectful world….. how to have influential and powerful and successful people seeking you out and coming to you for your expertise and services….. how to achieve your goals WITHOUT stress, compromise or being consumed by them. This is a kind of wealth even more important than the bank balance kind.
  9. ELEVEN “SUPER MARKETING STRATEGIES”. These are the Eleven ‘Super Strategies’ that Dan employs for his private clients –individuals and companies each eagerly, happily paying him tens-of-thousands to hundreds-of-thousands of dollars a year. Few businesspeople know, let alone apply all Eleven Strategies. When you re-engineer your marketing with these Eleven Super Strategies, you can quickly create your own Income Explosion. And I can assure you, these Eleven Strategies are NOT available anywhere else!

You might wonder why Dan revealed so much, including so much of what he has previously “kept in his back pocket”, only for his private clients.

Well, Dan is rapidly reaching his pre-determined “retirement date.” He has accomplished everything he wanted to accomplish in his businesses, financially, professionally. He has sharply cut back his speaking. He has a cadre of continuing private clients who wouldn’t leave if you held a gun against their heads. He will soon close the door entirely to any new clients. As a result, he came to the conclusion he no longer had any reason to keep anything to himself, to keep any trick hidden in his bag, to worry about his mystique.

Get this previously recorded (but, oh so still timely) seminar at a SPECIAL DISCOUNT here: Lifetime Of Secrets

Jul 142010
 

Dan Kennedy wrote:

“How I wish I could have been at Napoleon Hill’s last Seminar. How I wish I could have spent a few days in a Seminar room, hearing W. Clement Stone’s last Seminar. Robert Collier’s. Etc. Actually, hardly anybody of ‘legendary status’ in their fields EVER conducts such a lifetime of secrets, everything revealed, nothing held back Seminar. There are a variety of reasons such a thing never happens, but none of those reasons stand in my way. That’s why I decided to do THIS Seminar. I wanted to give EVERYTHING that I’ve got to people who would prize it, value it, appreciate it and use it – before I retire. It’s horribly immodest to say what I am about to say, but here it is – I have achieved what few ever do: living life 100% on my own terms, exactly as I choose, and being totally liberated from any need to ‘make money’, without compromise, before the age of 50 – as a ‘from scratch’ entrepreneur. This has not been accidental. Not ‘lucky’. It is the result of a set of very carefully conceived and adhered to principles of entrepreneurship and unusual marketing strategies that, if understood, can be utilized by anyone to equal or even greater benefit

“I have spoken to audiences over 1,800 times, to audiences as large as 35,000, as small as 35, in every nook and cranny of North America, to well over 3-million people total. People have paid thousands of dollars each to attend my specialized Seminars. But I have always been “speaking to sell”. I have always had multiple purposes. Clients’ interests in mind. I have never actually been free to stand in front of a well-qualified group and speak my mind, hold nothing back, have no concern over offending anyone, and let people have an unvarnished look at my entire lifetime of experience.

“At this Seminar, which I conducted only twice – and will NEVER conduct again – I really laid out EVERYTHING that I know about creating wealth and freedom and ideal lifestyle through marketing and entrepreneurship, as I have never done before and never will again.”

Get this recorded seminar at a SPECIAL DISCOUNT here: Lifetime Of Secrets

Jul 142010
 

Yes, you read that right…

Exclusive Special Offer for Lifetime of Secrets by Dan Kennedy

Below is link to 9 short audios you should download and *LISTEN* to.

The problem I have with audio courses is that usually there’s a lot of fluff with just a few gems of content…

These 9 are short soundbite excerpts. These ARE the gems…

Download them here: (free, by the way) Lifetime Of Secrets Audio Gems