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 052010
 

Here at Dan Kennedy’s Lifetime of Secrets site, we really learn a lot from what Dan Kennedy tells us about business. Here’s Dan on Why 85% of Businesses Fail, and we hope you find it illuminating:

Another specific idea or process that you can use to promote, to market yourself, your products, your services or your small business is an ‘organized presentation.’

There are some problems that we have to deal with today in communicating with people.

First is a thing called the attention span. There is NONE. It’s very important for you to know that. Many years ago during a Super Bowl there was a big event that happened in television for those of us in marketing. It was the 15-second commercial instead of the 30-second commercial.

There are several reasons why this was done.

  1. They could get more commercials in per hour than they could obviously before.
  2. Although the 15-second spot will cost more per second than the 30-second spot does, the 15-second spot in dollars cost less than the 30-second spot so some advertisers who could not before afford television advertising now can afford television advertising, which makes the pool of perspective advertisers bigger.
  3. This is really an interesting reason why it was done. It was because of the declining attention span of the American public.

Think about it. How many TV watchers have a remote control for their TV?

Everybody… right!

Okay. How often do you click onto another channel when a commercial comes on?

If you drive through a neighborhood at night now very quietly with your windows down you can hear click, click, click, click, click. Those aren’t crickets folks; those are people clicking from channel to channel to channel trying to find a car crash.

The next key concept is a lost art which is salesmanship. Even sales people today don’t really sell. The great masters of salesmanship generally tend to be older individuals not younger individuals. Every once in a while you’ll run across one.

Unfortunately, most sales people today are order takers and you won’t excel as an order taker. Great salesmanship is what Paul Parker called it in his book, which you can’t find in the bookstores but you can find in the libraries, Tact and Skill in Handling People.

Contrary today, we try and get things done by brute force, partially because we’re in such a hurry. We’re so rushed and you practice salesmanship, the way you get great at salesmanship is you practice it all the time. You don’t just do it in the narrow parameter of selling an item to someone. You do it in every relationship, you do it in every conversation, and you do it in every encounter with people.

Now Napoleon Hill made a recording many years ago called, “Sell Your Way Through Life.” And he said that’s the only way you will get through life and get what you want is if you sell your way through life.

You know that the failure rate in small business in this country is very high. At least 85% and maybe as high as 98% of new small businesses fail before they hit the five year mark and the statisticians and the accountants will tell you that they believe that the reason for that failure is under capitalization and poor fiscal management.

I can point you to businesses that have failed with enough money to do everything they needed to do ten times over. And some management consultant will tell you its poor management ability. I suggest to you what it is in most cases is that the business owner decided that once he or she was in business they didn’t have to sell.

Many people in many types of businesses believe they don’t have to sell. For example, Doctors believe that they don’t have to sell. There are a lot of restaurant owners who believe that. There’s a lot of retail store owners who believe that we open the doors and the customers come to us and we don’t have to sell anyone. That’s why we got business.

You obviously have some method you use to promote what it is that you do or you wouldn’t even be in existence. But you probably only have one method or two methods or three methods that you use. The more methods the more business.

Diversity is the creative opposite of laziness. So you need to think how can I use more methods to attract people to do business with me than any other competitor will use?

The more methods the more business. Hopefully that thinking process has begun to take place for you today.


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!

Nov 042010
 

Recently read on Dan Kennedy’s Blog:

I’m often asked how do you FEEL about “sneaky marketing”???

Ah, virtually ALL marketing is sneaky, to one degree or another. An extra tall can with 3 ounces less peas than the regular size can. The advertorial, the infomercial, the fake check, a-pile mail, it’s ALL sneaky.

Then I’m asked how do you FEEL about “gimmicks”?

Some shudder. Some insist “their clientele” is “above” gimmicks. And on that subject, I will deliver a lesson from my Renegade Millionaire System, in brief, reinforcing a conversation had with one of the VIP groups:

* Demographics do NOT alter strategy.
* Demographics do NOT alter copy.
* Demographics may alter (only) presentation.

The $1.00 bill letter may become a $100.00 bill letter. The fake Express Mail envelope may become a real Fed Ex. The free report may have a fancy cover.

But do NOT get lazy about testing.We had two big examples at these recent meetings of meticulous test: pure sneak-up, a-pile envelope vs. envelope awash in teaser copy. A-pile version lost by huge margins.

Why gimmicks work at every level.

Because everybody’s bored, at every level. Because everybody’s overwhelmed, at every level. Because people are people, buyers are buyers, at every level. Because people at every level like to have fun. Be amused.


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!

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