Dan S. Kennedy's Blog, page 18

Pricing ‒ It’s More Flexible Than You Think

Most small business owners operate in the dark when it comes to price.

They guess at and ballpark what they should be charging. When it comes to research, that usually means taking a look at what the competition is asking and try to slightly undercut them. Cost analysis? That’s usually a panic move that results in reduced prices, which leads to smaller profit margins and jeopardizing the future.

It’s time to shed some light on the mysterious and elusive topic of pricing. Here are a few things you should know:

Competing on price can be hazardous to the future of your business. If you aren’t the cheapest, it makes no sense to be “one of the cheapest”. Because those who shop price only are all going to go to the cheapest. Which leaves you out in the cold.

If you are in a commodity business, you must reinvent yourself. Find something besides price to be competitive. Maybe your service is second to none. Or your delivery or follow-up time can’t be matched by the competition. Find something besides price that you can use to leverage your business.

Not long ago a client asked me to create an ad. The client is a consultant in the restaurant industry. And the ad was for one of his students. The student owns a gourmet pizza take-out and delivery shop. It’s located in a small city where they compete with over 100 other pizzerias. And they are the highest priced of them all. They offer no special deals or two-for-ones. They doubled their sales and their profits last year. Here’s the key word that differentiates them from all the other pizzerias in town: gourmet.

Don’t worry about so called “industry norms”. Most business owners take a look at what their competitors are charging. They make note of the high price, the low price, and end up setting their prices somewhere in the middle. As unscientific as it may sound, this is the way most businesses establish their prices.

Most selling occurs in a vacuum. If your selling process doesn’t, you need to change your marketing approach so that it does occur in a vacuum before an actual sale happens.

There is “price”, and then there’s “presentation of price”. This means structuring what you sell, how you package it, how you market it and to what audience, how you deliver it differently than the competition. These small, subtle differences allow you to set a higher price, because a direct comparison to lower prices can’t be made. Why? You’ve built in value-added benefits and features to your product and service – something the competition doesn’t offer.

Avoid running your business on fear. Most business owners needlessly underprice their products or services. They then try to overcompensate by raising prices – often too little, too late. They also make the mistake of ignoring opportunities to sell premium priced versions mostly out of fear.

The price your customers, clients or patients pay is a result of the target market selected, perceived value, the value proposition presented, salesmanship, credibility, celebrity status, brand and buying experience. These are just a few of the factors that play into the buying decision.

The buying decision has very little to do with objectively measured intrinsic value. If that were the case, diamonds would not cost any more than glass or coal. You can control and manipulate all the non-intrinsic factors. So you should approach price courageously and creatively.

A great way to build up your pricing courage is to do a little research and find out what else your clientele spends money on – and how much they spend. Also take a look at what the really affluent spend on a variety of goods and services. Items like an $800 putter for golfers or a home entertainment system that costs many thousands of dollars are common among those who can afford it.

Powerful Price Positioning is this weekend’s web deal. It reveals seven tested and proven strategies you can use to charge more than ever without experiencing any kind of price resistance. It’s loaded with plenty of tips and valuable nuggets you can use to bump up your prices and start earning the kind of money you deserve. Order yours by midnight Monday and you’ll also receive a special bonus.

Marketing to the Affluent is a compilation of Dan Kennedy’s decades of wisdom and insight when it comes to identifying and working with high caliber customers and clients. He covers the psychological “hot buttons” of marketing to the wealthy, and he shows you why it could be the most profitable thing you’ll ever do! Marketing to the Affluent is yours FREE OF CHARGE if you order Powerful Price Positioning this weekend only. Click here to check it out.

 

 

 

 

4 Step System for Attracting Qualified Leads

YES! Sign Me Up NOW for the All-New

“Optimum FB Sales System”

I Am Ready To Master the Power of Facebook to Attract My Ideal Customers, Clients, Or Patients.

YES! I want to take the first step in my 6-week journey with Kim Walsh-Phillips and GKIC’s “Optimum FB Sales System” to attract my perfect prospects and convert them into life-long customers through the power of social media and Facebook. Here’s what I’m going to receive and experience by signing up now:

 

OPTION #1: Core Package:

4 Weekly LIVE Training Sessions with Kim Walsh-Phillips. I’ll experience Four (4) Training sessions conducted by Kim – where she’ll guide me through each key element of the Optimum FB Sales System, including:

Designing a Facebook Page for MAXIMUM Success
Exploiting the free tools that Facebook provides to target customers with pin-point accuracy
Mastering the art of turning likes, comments, and shares into customers
Creating Ads that strategically guide prospects through your sales funnel.

Kim will provide EXACTLY what I need to know and do to ramp up my own Facebook campaigns as quickly as possible.

Recordings and Transcripts of each Training Session… just in case I can’t make a session, I won’t need to worry – it’ll be made available online at my Membership Portal resource center.


FAST Implementation Checklists/Guides provided for every session during the entire program that provide specific “Do-This-Now” steps for me take.


Templates and Tools… complete [FILL-IN-THE-BLANK] templates, tools, and resources that enable me to quickly and easily create Facebook pages and ads that will set your business down the path to success.

 

And Don’t Forget These BONUSES!

 

2 Additional LIVE Q&A Sessions w/Kim Walsh-Phillips. She’ll get on the line for two more times to answer questions about any-and-all things Facebook related – making this program a full 6 weeks in total. I can’t afford to miss this!


The Blueprint For Writing Effective Facebook Headlines (Worth $97): Dave Dee & Kim Walsh-Phillips will reveal proven formulas for writing devastatingly effective headlines.


GKIC’s Online Membership Funnel (Worth $97): Mike Stodola & Kim Walsh-Phillips explain the keys to how GKIC created and launched its hugely successful online membership funnel on Facebook.


Optimum Facebook Sales System Facebook Group: Gain access to a private Facebook Group that will be updated and refreshed throughout the live training sessions. Network with others enrolled and get your course, marketing and Facebook questions answered in real time from a panel of social-media-for-business experts… plus you’ll receive daily tips and strategies to drive great leads and sales in your Facebook Marketing.




Optimum Facebook Social Media Strategies: Every week, you will have a sweet piece of social media know-how dropped into your inbox. These emails will contain in-depth coverage on newly developed tools that can improve your conversion rate, improve your social media automation, make your landing pages more effective, and many other benefits! They will provide course-related and technology updates to keep you ahead of the curve and steps ahead of your competition.


Optimum FB Sales System Quick-Start Call with Kim Walsh-Phillips: Over 1 Billion searches are done on Facebook each month. In this quick-start call, we will cover how to set up your Facebook page with keywords to help you rise to the top of Facebook’s listings in order to get more qualified leads for free. Plus, you will receive a quick tour of the course resources and be able to ask any questions you may have about the program. One lucky attendee will win a free Kindle with of copy of Kim’s new book, “The No BS Guide to Direct Response Social Media Marketing”.

OPTION #2: Done-For-You ROCKET LAUNCH Package:

 

Includes EVERYTHING described above PLUS I’ll get to hire Kim and her Facebook ROI experts to “do the work” and create my own Facebook lead-generation and sales funnels! This includes:

A ROCKET LAUNCH of my entire Facebook marketing system to attract my perfect prospects and turn them into customers ($5,000 value)


Done-for-you optimized Facebook page to attract and capture qualified leads ($500 value)


A full sales funnel audit and conversion optimization to convert Facebook traffic into sales. You will create my sales page, opt-in form and drive traffic directly into my funnel. ($7,000 value)


60 days of engaging content posted to my Facebook page daily ($2,500 value)


Up to 10 ads using the latest testing results and proven sales funnels allowing me to skip weeks of costly ad testing to maximize my budget. ($2,500 value)


One 60-minute on-boarding call and two follow up calls at the 30-day and 60-day campaign marks. You will review results to date and optimize my campaign accordingly. ($2,000 value)

 

 

100% TOTAL SATISFACTION GUARANTEE:

I understand if at ANY time during the first 30 days of my enrollment in the

6-week “Optimum FB Sales System” Program that I’m not satisfied,

I can request and receive a 100% refund of everything

I’ve paid toward this program up to that point.

How To Implement the $20-a-Day Facebook Strategy

YES! Sign Me Up NOW for the All-New

“Optimum FB Sales System”

I Am Ready To Master the Power of Facebook to Attract My Ideal Customers, Clients, Or Patients.

YES! I want to take the first step in my 6-week journey with Kim Walsh-Phillips and GKIC’s “Optimum FB Sales System” to attract my perfect prospects and convert them into life-long customers through the power of social media and Facebook. Here’s what I’m going to receive and experience by signing up now:

 

OPTION #1: Core Package:

4 Weekly LIVE Training Sessions with Kim Walsh-Phillips. I’ll experience Four (4) Training sessions conducted by Kim – where she’ll guide me through each key element of the Optimum FB Sales System, including:

Designing a Facebook Page for MAXIMUM Success
Exploiting the free tools that Facebook provides to target customers with pin-point accuracy
Mastering the art of turning likes, comments, and shares into customers
Creating Ads that strategically guide prospects through your sales funnel.

Kim will provide EXACTLY what I need to know and do to ramp up my own Facebook campaigns as quickly as possible.

Recordings and Transcripts of each Training Session… just in case I can’t make a session, I won’t need to worry – it’ll be made available online at my Membership Portal resource center.


FAST Implementation Checklists/Guides provided for every session during the entire program that provide specific “Do-This-Now” steps for me take.


Templates and Tools… complete [FILL-IN-THE-BLANK] templates, tools, and resources that enable me to quickly and easily create Facebook pages and ads that will set your business down the path to success.

 

And Don’t Forget These BONUSES!

 

2 Additional LIVE Q&A Sessions w/Kim Walsh-Phillips. She’ll get on the line for two more times to answer questions about any-and-all things Facebook related – making this program a full 6 weeks in total. I can’t afford to miss this!


The Blueprint For Writing Effective Facebook Headlines (Worth $97): Dave Dee & Kim Walsh-Phillips will reveal proven formulas for writing devastatingly effective headlines.


GKIC’s Online Membership Funnel (Worth $97): Mike Stodola & Kim Walsh-Phillips explain the keys to how GKIC created and launched its hugely successful online membership funnel on Facebook.


Optimum Facebook Sales System Facebook Group: Gain access to a private Facebook Group that will be updated and refreshed throughout the live training sessions. Network with others enrolled and get your course, marketing and Facebook questions answered in real time from a panel of social-media-for-business experts… plus you’ll receive daily tips and strategies to drive great leads and sales in your Facebook Marketing.




Optimum Facebook Social Media Strategies: Every week, you will have a sweet piece of social media know-how dropped into your inbox. These emails will contain in-depth coverage on newly developed tools that can improve your conversion rate, improve your social media automation, make your landing pages more effective, and many other benefits! They will provide course-related and technology updates to keep you ahead of the curve and steps ahead of your competition.


Optimum FB Sales System Quick-Start Call with Kim Walsh-Phillips: Over 1 Billion searches are done on Facebook each month. In this quick-start call, we will cover how to set up your Facebook page with keywords to help you rise to the top of Facebook’s listings in order to get more qualified leads for free. Plus, you will receive a quick tour of the course resources and be able to ask any questions you may have about the program. One lucky attendee will win a free Kindle with of copy of Kim’s new book, “The No BS Guide to Direct Response Social Media Marketing”.

OPTION #2: Done-For-You ROCKET LAUNCH Package:

 

Includes EVERYTHING described above PLUS I’ll get to hire Kim and her Facebook ROI experts to “do the work” and create my own Facebook lead-generation and sales funnels! This includes:

A ROCKET LAUNCH of my entire Facebook marketing system to attract my perfect prospects and turn them into customers ($5,000 value)


Done-for-you optimized Facebook page to attract and capture qualified leads ($500 value)


A full sales funnel audit and conversion optimization to convert Facebook traffic into sales. You will create my sales page, opt-in form and drive traffic directly into my funnel. ($7,000 value)


60 days of engaging content posted to my Facebook page daily ($2,500 value)


Up to 10 ads using the latest testing results and proven sales funnels allowing me to skip weeks of costly ad testing to maximize my budget. ($2,500 value)


One 60-minute on-boarding call and two follow up calls at the 30-day and 60-day campaign marks. You will review results to date and optimize my campaign accordingly. ($2,000 value)

 

 

100% TOTAL SATISFACTION GUARANTEE:

I understand if at ANY time during the first 30 days of my enrollment in the

6-week “Optimum FB Sales System” Program that I’m not satisfied,

I can request and receive a 100% refund of everything

I’ve paid toward this program up to that point.

4 Step System For Facebook Monetization

YES! Sign Me Up NOW for the All-New

“Optimum FB Sales System”

I Am Ready To Master the Power of Facebook to Easily Generate Massive Numbers of Leads and Revenues Literally AT WILL For My Business

YES! I want to take the first step in my 6-week journey with Kim Walsh-Phillips and GKIC’s “Optimum FB Sales System” to set on auto-pilot my business’s ability to generate leads and convert them into life-long customers through the power of social media and Facebook. Here’s what I’m going to receive and experience by signing up now:

 

OPTION #1: Core Package:

4 Weekly LIVE Training Sessions with Kim Walsh-Phillips. I’ll experience Four (4) Training sessions conducted by Kim – where she’ll guide me through each key element of the Optimum FB Sales System, including:

Designing a Facebook Page for MAXIMUM Success
Exploiting the free tools that Facebook provides to target customers with pin-point accuracy
Mastering the art of turning likes, comments, and shares into huge profits
Creating Ads that magically transform prospects into SALES.

Kim will provide EXACTLY what I need to know and do to ramp up my own “Facebook Sales Machine” as quickly as possible.

Recordings and Transcripts of each Training Session… just in case I can’t make a session, I won’t need to worry – it’ll be made available online at my Membership Portal resource center.


FAST Implementation Checklists/Guides provided for every session during the entire program that provide specific “Do-This-Now” steps for me take.


Templates and Tools… complete [FILL-IN-THE-BLANK] templates, tools, and resources that enable me to quickly and easily create Facebook pages and ads that produce HUGE lead-generation-and-sales RESULTS!

 

And Don’t Forget These BONUSES!

 

2 Additional LIVE Q&A Sessions w/Kim Walsh-Phillips. She’ll get on the line for two more times to answer questions about any-and-all things Facebook related – making this program a full 6 weeks in total. I can’t afford to miss this!


The Blueprint For Writing Effective Facebook Headlines (Worth $97): Dave Dee & Kim Walsh-Phillips will reveal proven formulas for writing devastatingly effective headlines.


GKIC’s Online Membership Funnel (Worth $97): Mike Stodola & Kim Walsh-Phillips explain the keys to how GKIC created and launched its hugely successful online membership funnel on Facebook.


Optimum Facebook Sales System Facebook Group: Gain access to a private Facebook Group that will be updated and refreshed throughout the live training sessions. Network with others enrolled and get your course, marketing and Facebook questions answered in real time from a panel of social-media-for-business experts… plus you’ll receive daily tips and strategies to drive great leads and sales in your Facebook Marketing.




Optimum Facebook Social Media Strategies: Every week, you will have a sweet piece of social media know-how dropped into your inbox. These emails will contain in-depth coverage on newly developed tools that can improve your conversion rate, improve your social media automation, make your landing pages more effective, and many other benefits! They will provide course-related and technology updates to keep you ahead of the curve and steps ahead of your competition.


Optimum FB Sales System Quick-Start Call with Kim Walsh-Phillips: Over 1 Billion searches are done on Facebook each month. In this quick-start call, we will cover how to set up your Facebook page with keywords to help you rise to the top of Facebook’s listings in order to get more qualified leads for free. Plus, you will receive a quick tour of the course resources and be able to ask any questions you may have about the program. One lucky attendee will win a free Kindle with of copy of Kim’s new book, “The No BS Guide to Direct Response Social Media Marketing”.

OPTION #2: Done-For-You ROCKET LAUNCH Package:

 

Includes EVERYTHING described above PLUS I’ll get to hire Kim and her Facebook ROI experts to “do the work” and create my own Facebook lead-generation and sales funnels at “WARP SPEED!” This includes:

A ROCKET LAUNCH of my entire Facebook marketing system to attract my perfect prospects and turn them into customers for life ($5,000 value)


Done-for-you optimized Facebook page to attract and capture qualified leads ($500 value)


A full sales funnel audit and conversion optimization to convert Facebook traffic into sales…on auto pilot. You will create my sales page, opt-in form and drive traffic directly into my funnel. ($7,000 value)


60 days of engaging content posted to my Facebook page daily ($2,500 value)


Up to 10 ads using the latest testing results and proven sales funnels to cut-to-the front of the bidding line in Facebook’s competitive marketplace ($2,500 value)


One 60-minute on-boarding call and two follow up calls at the 30-day and 60-day campaign marks. You will review results to date and optimize my campaign accordingly. ($2,000 value)

 

 

100% TOTAL SATISFACTION GUARANTEE:

I understand if at ANY time during the first 30 days of my enrollment in the

6-week “Optimum FB Sales System” Program that I’m not satisfied,

I can request and receive a 100% refund of everything

I’ve paid toward this program up to that point.

How To Create A Passive Income Stream On Auto-Pilot Using Facebook

 

YES! Sign Me Up NOW for the All-New

“Optimum FB Sales System”

I Am Ready To Master the Power of Facebook to Easily Generate Massive Numbers of Leads and Revenues Literally AT WILL For My Business

YES! I want to take the first step in my 6-week journey with Kim Walsh-Phillips and GKIC’s “Optimum FB Sales System” to set on auto-pilot my business’s ability to generate leads and convert them into life-long customers through the power of social media and Facebook. Here’s what I’m going to receive and experience by signing up now:

 

OPTION #1: Core Package:

4 Weekly LIVE Training Sessions with Kim Walsh-Phillips. I’ll experience Four (4) Training sessions conducted by Kim – where she’ll guide me through each key element of the Optimum FB Sales System, including:

Designing a Facebook Page for MAXIMUM Success
Exploiting the free tools that Facebook provides to target customers with pin-point accuracy
Mastering the art of turning likes, comments, and shares into huge profits
Creating Ads that magically transform prospects into SALES.

Kim will provide EXACTLY what I need to know and do to ramp up my own “Facebook Sales Machine” as quickly as possible.

Recordings and Transcripts of each Training Session… just in case I can’t make a session, I won’t need to worry – it’ll be made available online at my Membership Portal resource center.


FAST Implementation Checklists/Guides provided for every session during the entire program that provide specific “Do-This-Now” steps for me take.


Templates and Tools… complete [FILL-IN-THE-BLANK] templates, tools, and resources that enable me to quickly and easily create Facebook pages and ads that produce HUGE lead-generation-and-sales RESULTS!

 

And Don’t Forget These BONUSES!

 

2 Additional LIVE Q&A Sessions w/Kim Walsh-Phillips. She’ll get on the line for two more times to answer questions about any-and-all things Facebook related – making this program a full 6 weeks in total. I can’t afford to miss this!


The Blueprint For Writing Effective Facebook Headlines (Worth $97): Dave Dee & Kim Walsh-Phillips will reveal proven formulas for writing devastatingly effective headlines.


GKIC’s Online Membership Funnel (Worth $97): Mike Stodola & Kim Walsh-Phillips explain the keys to how GKIC created and launched its hugely successful online membership funnel on Facebook.


Optimum Facebook Sales System Facebook Group: Gain access to a private Facebook Group that will be updated and refreshed throughout the live training sessions. Network with others enrolled and get your course, marketing and Facebook questions answered in real time from a panel of social-media-for-business experts… plus you’ll receive daily tips and strategies to drive great leads and sales in your Facebook Marketing.




Optimum Facebook Social Media Strategies: Every week, you will have a sweet piece of social media know-how dropped into your inbox. These emails will contain in-depth coverage on newly developed tools that can improve your conversion rate, improve your social media automation, make your landing pages more effective, and many other benefits! They will provide course-related and technology updates to keep you ahead of the curve and steps ahead of your competition.


Optimum FB Sales System Quick-Start Call with Kim Walsh-Phillips: Over 1 Billion searches are done on Facebook each month. In this quick-start call, we will cover how to set up your Facebook page with keywords to help you rise to the top of Facebook’s listings in order to get more qualified leads for free. Plus, you will receive a quick tour of the course resources and be able to ask any questions you may have about the program. One lucky attendee will win a free Kindle with of copy of Kim’s new book, “The No BS Guide to Direct Response Social Media Marketing”.

OPTION #2: Done-For-You ROCKET LAUNCH Package:

 

Includes EVERYTHING described above PLUS I’ll get to hire Kim and her Facebook ROI experts to “do the work” and create my own Facebook lead-generation and sales funnels at “WARP SPEED!” This includes:

A ROCKET LAUNCH of my entire Facebook marketing system to attract my perfect prospects and turn them into customers for life ($5,000 value)


Done-for-you optimized Facebook page to attract and capture qualified leads ($500 value)


A full sales funnel audit and conversion optimization to convert Facebook traffic into sales…on auto pilot. You will create my sales page, opt-in form and drive traffic directly into my funnel. ($7,000 value)


60 days of engaging content posted to my Facebook page daily ($2,500 value)


Up to 10 ads using the latest testing results and proven sales funnels to cut-to-the front of the bidding line in Facebook’s competitive marketplace ($2,500 value)


One 60-minute on-boarding call and two follow up calls at the 30-day and 60-day campaign marks. You will review results to date and optimize my campaign accordingly. ($2,000 value)

 

 

100% TOTAL SATISFACTION GUARANTEE:

I understand if at ANY time during the first 30 days of my enrollment in the

6-week “Optimum FB Sales System” Program that I’m not satisfied,

I can request and receive a 100% refund of everything

I’ve paid toward this program up to that point.

Work Smarter, Not Harder ‒ Seven Positive Traits Found in Most Successful Consultants and Coaches

There are a number of things successful people do differently than the “mediocre majority”. If you learn to develop these good habits, you’ll get much more done during the day. Consequently, you’ll have more freedom and time to do the things you really like to do.

Here are seven positive traits I commonly see among the most productive consultants, coaches and entrepreneurs:

Start your day early . Those who get up early tend to be more proactive and naturally have a more productive mindset. These “early birds” also seem to be better at prioritizing their day. Some concentrate on first handling the simple chores and getting them out of the way first. Others jump all over what’s most important. Many of the most successful and famous people in business and history, like Ben Franklin, Donald Trump, Ernest Hemingway, Vince Lombardi and Andrew Carnegie made it a habit to get up and get going early.


Focus your mental energy, don’t multi-task. To maximize your brain power and fully focus your efforts, do one thing at a time. I know this may go against the gain when it comes to many time management gurus who preach the importance of multi-tasking and being able to juggle a number of things at one time. When you think about it, you are most productive getting one thing done at a time – correctly and accurately. In fact, when you multi-task you get a lot less done. Work on one assignment for a pre-determined set of time before moving on to the next challenge.


Be fearless when it comes to the great unknown. Productive, successful people find ways to keep moving and push ahead even when they are nervous or apprehensive about the final outcome. They do not make excuses when something doesn’t go right or adjustments are necessary. They find an alternative and forge ahead. They have the drive to push onward and the confidence to know that even if things don’t go as planned, there’s something to be learned from everything they experience.


Business really does mean business. Even if you may work for yourself, be sure to set business hours and stick to them. Flexibility is nice and it comes in handy if you have to pick up the kids at school or want to go watch your child’s soccer game. But you should always set boundaries and communicate them to your family members, friends and clients. And they need to understand and respect your business hours. This is important because you will have fewer distractions during the day you’ll be more productive during your specified work times.


Set aside time to “work” on your business. Try to leave a block or two open in your day. It will give you some time to explore new opportunities. Use those time blocks to catch up on industry trends or reports. You can also use it for self-education purposes. It’s a good time to take in the “big picture” and size up your company, your competition and prioritize strategic moves for the future. If you don’t leave these blocks of time open, your schedule can easily become overbooked. This will eliminate any time for forward planning, which will ultimately slow you down when it comes to developing and growing your business.


Delegate responsibility. Concentrate on the things you do best. Have staff members or outside resources do the things you don’t like to do, as well as the things that are not essential for you to do. Too many people who work for themselves try to do everything. This can be counter-productive and stunt the growth of your business. As your company grows, sooner or later you will come upon a breakthrough or revelation of sorts. You will realize that there’s a lot of stuff your staff or assistants should be doing that you do not need to do. Once you learn to delegate and pass on the responsibility to someone else, it frees you up to work on the things that really matter.


Make a concerted effort to streamline your time. Take a look at your operations and figure out what is sucking up too much of your time. Then put a plan in place to eliminate these time wasters. For example, try not to constantly be checking your email unless you’re expecting an urgent message. Set aside a specific time during the day to read and reply. This eliminates a distraction and helps you focus on what you’re currently doing. Part of securing more time while making more money has to do with working smarter, not harder, and approaching things a little bit differently. If you try to work these seven habits into your daily business routine you will be more productive. This will in turn free you up to do more in less time. And you will then be creating the independence you were looking for when you first opened up your own business.

If you want to significantly hike your income look into my Consulting & Coaching Boot Camp. These recordings unveil the secret strategies necessary to charging high fees with no resistance from clients. Order this weekend only and you’ll also receive two free bonuses: Secrets to Creating, Pitching, and Closing High-Priced Exclusive Products with Frank Kern and Dr. Tom Orent’s “How to Design, Market, and Sell High-Ticket Coaching Programs”. These presentations have a total value of $994. But they’re yours FREE when you take advantage of this weekend’s web deal.

ACT NOW – order Consulting & Coaching Boot Camp and get ready to earn obscene amounts of money. Be sure to sign up now – this special offer ends at midnight Monday, October 19, 2015.

Why Should I Do Business With You?

What’s in a slogan?  Not much apparently

Recently I came across an extensive survey, by brand consultancy Emergence, done way back in 2003.  It measured the effectiveness of advertising slogans among 22 of the nations largest marketers that spend more than 100 million a year on ads.  Only six were recognized by more than 10% of the consumers surveyed.

By the way, 10% isn’t exactly something to write home about!

Funny enough Circuit City, Kmart and Staples got 0% recognition.  When was the last time you saw a Circuit City?  How’s Kmart done since 2003?  As of writing this, Staples stock is down over 50% from it’s high ten years ago.

More interesting is that Wal-Mart’s “Always low prices. Always.” got a higher than 50% recognition rate (64% to be exact) AND it’s the only one that that represents a Unique Selling Proposition (USP) and not a slogan.

Many businesses I work with (at least when they are initially presented to me) have no USP. Even if they say they do, most of the time, what they really have is a slogan.

A USP answers the question; “Why should I do business with you verses every other option, including doing nothing?”

A good example of a company with a popular USP is GEICO’s “15 minutes could save you 15% or more on your car insurance.”  No mistaking what they do, is there?

The fact of the matter is this study was done at a time when advertisers at least had your full attention when advertising on TV, Radio, etc…  Now lots of money is being made online and via social media sites like Facebook where literally dozens of messages fight for your attention simultaneously!

What was important for success is now CRITICAL for success.

To get you started you’ll need to answer three questions that’s help you attract you EXACT, IDEAL prospect and leave your competition in the dust:

What is unique about my product or service? (El Famous Burrito…”Burritos as big as your head”)
What is unique about the delivery of my product or service? (Think about Sedation Dentistry vs. Normal)
What is my story? (Tom’s Shoes “Each pair of shoes you purchase = a pair of shoes for a child in need”)

Now that you have your USP created, you can start to utilize the latest online tools such as Facebook to drive super-targeted traffic to your ultra specific message.

That’s about as much as I’ll talk about Facebook…BUT…next week GKIC will tell you everything you need to know about Facebook as they’ve teamed up with the co-author of my latest book, No B.S. Guide To Direct Response Social Media Marketing, Kim Walsh-Phillips and during a free live event will go over the entire Facebook Profit Funnel.

During this event you’ll discover the step-by-step blueprint for attracting your very best customers, clients or patients and create a new source of autopilot income.

When you reserve your spot, you’ll also have the opportunity to pre-order the No B.S. Guide To Direct Response Social Media Marketing where you’ll also get $170.97 worth of immediate bonuses.  Needless to say, I think you should.

Save your spot and get the book, click here now.

 

 

 

Six Social Media Marketing Principles That You Must Use

There are SIX direct response marketing principles that have to be applied to social media marketing or you might as well set your money on fire (as most companies do).

Facebook, Twitter, LinkedIn, Pinterest and others are all great media for you to use to market your product or service.  While they may not ALL apply to you, I guarantee at least one is an oil well waiting to be tapped and if you don’t do it, one of your competitors will!

And they all make it really easy for you to get started.  Like immediately. 

BUT…that’s where most people go wrong.  In your haste, as entrepreneurs, to get things going especially on platforms that make it easy for you, a lot of mistakes are made that can cost you thousands of dollars, or worse yet, make you think that “Facebook doesn’t work for my business” just because your initial campaign didn’t work. 

To save you thousands of dollars and lots of wasted time and effort, here are six of Dan Kennedy’s direct response rules as applied to social media marketing.  Follow these and you’ll be well on your way to success.

Have a plan to sell from the very beginning - While in most cases you don’t want to pounce on a person like a hungry lion the minute they click on your ad, you do have to design your entire campaign (notice I didn’t just say ad) with the intent to sell and then create an ad that starts them down that path.  So start with the end in mind, then map out the steps it’ll take to get them there.
Don’t make delaying a desirable option - Give them a reason or reasons to act now! On every social media platform there are dozens or even hundreds of things vying for your attention at any given time.  So you MUST have an offer that has a strong reason for people to act right away or you’ll probably lose them.  Use fresh offers with quick deadlines!
Give VERY clear instructions on what you want them to do right now - Don’t leave anything to chance!  Tell them once, then tell them again…and again…and again.  If they need to click somewhere, tell them they need to click.  Don’t assume they’ll know what to do, or that they’ll do anything without your explicit instruction and continual guidance.
There WILL be tracking and measurement - If you don’t track your marketing, how in the world do you know what’s working and what’s not?  You need to track every dollar you spend to make sure it’s coming back to you and bringing its friends!  The cool thing about most social media platforms is that they supply you with a lot of tracking tools at a glance.  But remember, you can’t deposit “impressions” or “clicks” so make sure your tracking extends through to the sale of your product or service.
Branding should be a byproduct of effective direct response marketing - In social media, all of your posts, promotions, photos and posturing should have a goal of sales, not “branding.”  This may seem in conflict with the rule of providing valuable content 85% of the time and only selling 15% of the time but it’s not if you do it correctly.  The 85% valuable content should be setting up the 15% of the time you’re selling.  This means your posts should be creating interest and planting the seeds of “need” into your followers so that when a solution to their problem “magically appears” they are primed and ready as it’s been moved to the forefront of their mind!
Results Rule.  PERIOD! – Be careful when you hear generic rules or “best practices” or broad statements about social media marketing.  What may be the “best practice” for one industry may not work in yours and what works for you, can often fly in the face of general convention.  Your results need to be tracked daily, and any changes you make should be evaluated by the results they produce period, end of story.   

Are there more direct response marketing truths that should be applied?  Absolutely! 

And that’s why I’d like to invite you to a one-time-only livecast where GKIC’s Dave Dee and their director of marketing, Mike Stodola, and I are going to lift the curtain on specific marketing strategies and campaigns you can use on Facebook to create an automated sales machine for your business.  For full details click here.  

After you reserve your spot, you’ll also have the opportunity to pre-order Dan Kennedy’s newest book, where I was the co-author, and get $170.97 worth of immediate bonuses so you can start making money using Facebook today!

Don’t miss out…click here or go to www.GKICNoBSSocialMediaEvent.com now.

7 Ways To Get The Affluent to Buy From You

I get a real kick of out collecting stories about “dumb criminals” who rob convenience stores in their neighborhood…where there are surveillance cameras, cashiers with double-barreled shotguns, and cash registers that are emptied every hour.

I call them the criminally stupid.  Especially when they could be robbing mansions…where there’s more junk laying around the foyer that’s worth more than the money they’re going to get at the convenience store.  And very few affluent people have shotguns.

In other words, these criminals should be focusing on where the wealth REALLY is.  And business people make the same mistake: 

 Devoting Time, Energy, And Money To Selling

to People With Less Money…

Than People With More Money!

Most business owners have no strategy about this whatsoever.  They’re customer acquisition strategy is “whoever we can get.”   

And the problem with that is first of all it costs just as much to get a poor customer as it does to get someone like the late Joan Rivers…whom I did a bunch of work for. 

Joan’s advice to women was that you can fall in and out of love with a rich guy just as easily as you can a poor guy.  Pick the former rather than the latter.

But you have to know where they are and how to reach them. You also need to know their language so you can talk to them. And whole host of other things you can do.

I mean, you’re going to be talking to clients, prospects and patients anyway, right?  Why not pick out the cream of the crop and leave the “duds” to everyone else?

This is more critical than ever because the truth is:

More Than 20% Of Customers NEVER

Make Buying Decisions Based On Price!

 

And after 40 years of testing and tweaking I’ve discovered the secret formula–the keys to unlocking the vault to virtually unlimited riches.

This is about targeting the ideal customers, clients, and patients that are NOT price or fee resistant.  Too many business owners, marketers, and entrepreneurs, make the mistake of marketing to customers that barely have enough to spend on food and shelter.

They target people who shop at the Dollar Store or Wal-Mart…eat at Taco Bell or Denny’s, and stay at the Budget Inn or the Motel 6.  And their buying decisions are heavily influenced by price.

And at the polar opposite of the spectrum are the new “super” class of customers: the affluent new SPENDING class that have money and are ready, willing, and able to spend it on “premium” goods and services.

They shop at Nordstrom and Saks Fifth Avenue, eat at Morton’s and Ruth’s Chris, and stay at the Four Seasons and the Ritz Carlton.   They want something…and they’re willing to pay ANY price!

 So, Who Are These Big Spenders…And

Why You Should Target Them?

Good question…here’s the answer:  We are in the midst of an demographic revolution with the peak of the Baby Boomers population, and the emerging MASS-AFFLUENT. 

They are creating what I call a new “Spending Class” of consumers that need to be understood and targeted by you!

In the most recent recession everyone was preaching “doom and gloom” and claiming people were only buying based on price.  Well, if that’s the case then why did you see thousands of people line up to buy iPhones every time a new one came out.  Many with their year-old, now “obsolete” iPhone in hand.

If everyone makes buying decisions based on price, then

why does Apple attract hordes of people at every iPhone launch?

You see, there’s a skyrocketing demand for premium services…and the cheerful willingness to pay for them.  There’s also an explosion of affluence and a BOOM in luxury spending.

This ‘special buying behavior’ is concentrated in a minority—but a very significant minority—of customers.   And if you know WHO they are, WHAT they desire, and WHAT they respond to and how to connect your business to them, you can profit wildly!

This is important because:

 You Cannot Use The Same Ol’ Marketing Message To Attract AFFLUENT Clients, Customers, And Patients!

You need to change your bait.  If you want to attract deer, you shouldn’t be surprised when you attract mice and rats if you use cheese as the bait…when you should have been using a salt lick.

The marketing message that attracts people to Saks Fifth Avenue is different than the message that attracts crowds to Wal-Mart.  And the message that attracts people to a Motel 6 will not attract people to a Four Seasons.

Before you sell to the affluent, you MUST understand them.  And if you get sick at the thought of spending $900 for an dining experience (notice experience) or paying $12,000 to fly somewhere on a private jet…

…then you are banned forever from ANY future success to selling them! 

While I could talk about what you need to do to market to the affluent for days, I’ll leave you with this one important tip that 99% of Smart Business Owners miss. 

The affluent and MORE susceptible to buying based on emotional factors than the non-affluent.

For instance while most successful marketing to the masses need to rely on the five main e-factors

Fear
Pride
Love
Guilt
Greed

The affluent not only respond to these five, but they are also HYPER-SENSITIVE to an additional seven set of e-factors including:

Insecurity
Fear of being found a fak
Desperate desire no to commit a faux pas
Today, not passe
Feeding emotional emptiness
Giving selves gold stars
After all, what’s the point of being rich

The affluent are insecure in many ways.  They certainly worry about going backward, about losing their money, status, or privilege.  Those who’ve never been rich, have no frame of reference, but if you’ve been rich then poor, you know what you’re missing!

They are acutely aware of the aggravations, inconvenience, and financial difficulties endured daily by ordinary mortals that they have left behind – and lose a few winks every night worrying about waking up back there again!

NOTE: If you want to dive DEEP into this subject, this weekend GKIC is giving away my Marketing To The Affluent Course (usually $297) when you invest in “How To Find Your Ideal Customer” 

For more information on marketing to the affluent check out the video below and then if you want to get it for free, this weekend only, as a bonus then invest in “How To Find Your Ideal Customer” by clicking on button below.

7 Ways To Get The Affluent Buy From You

I get a real kick of out collecting stories about “dumb criminals” who rob convenience stores in their neighborhood…where there are surveillance cameras, cashiers with double-barreled shotguns, and cash registers that are emptied every hour.

I call them the criminally stupid.  Especially when they could be robbing mansions…where there’s more junk laying around the foyer that’s worth more than the money they’re going to get at the convenience store.  And very few affluent people have shotguns.

In other words, these criminals should be focusing on where the wealth REALLY is.  And business people make the same mistake: 

 Devoting Time, Energy, And Money To Selling

to People With Less Money…

Than People With More Money!

Most business owners have no strategy about this whatsoever.  They’re customer acquisition strategy is “whoever we can get.”   

And the problem with that is first of all it costs just as much to get a poor customer as it does to get someone like the late Joan Rivers…whom I did a bunch of work for. 

Joan’s advice to women was that you can fall in and out of love with a rich guy just as easily as you can a poor guy.  Pick the former rather than the latter.

But you have to know where they are and how to reach them. You also need to know their language so you can talk to them. And whole host of other things you can do.

I mean, you’re going to be talking to clients, prospects and patients anyway, right?  Why not pick out the cream of the crop and leave the “duds” to everyone else?

This is more critical than ever because the truth is:

More Than 20% Of Customers NEVER

Make Buying Decisions Based On Price!

 

And after 40 years of testing and tweaking I’ve discovered the secret formula–the keys to unlocking the vault to virtually unlimited riches.

This is about targeting the ideal customers, clients, and patients that are NOT price or fee resistant.  Too many business owners, marketers, and entrepreneurs, make the mistake of marketing to customers that barely have enough to spend on food and shelter.

They target people who shop at the Dollar Store or Wal-Mart…eat at Taco Bell or Denny’s, and stay at the Budget Inn or the Motel 6.  And their buying decisions are heavily influenced by price.

And at the polar opposite of the spectrum are the new “super” class of customers: the affluent new SPENDING class that have money and are ready, willing, and able to spend it on “premium” goods and services.

They shop at Nordstrom and Saks Fifth Avenue, eat at Morton’s and Ruth’s Chris, and stay at the Four Seasons and the Ritz Carlton.   They want something…and they’re willing to pay ANY price!

 So, Who Are These Big Spenders…And

Why You Should Target Them?

Good question…here’s the answer:  We are in the midst of an demographic revolution with the peak of the Baby Boomers population, and the emerging MASS-AFFLUENT. 

They are creating what I call a new “Spending Class” of consumers that need to be understood and targeted by you!

In the most recent recession everyone was preaching “doom and gloom” and claiming people were only buying based on price.  Well, if that’s the case then why did you see thousands of people line up to buy iPhones every time a new one came out.  Many with their year-old, now “obsolete” iPhone in hand.

If everyone makes buying decisions based on price, then

why does Apple attract hordes of people at every iPhone launch?

You see, there’s a skyrocketing demand for premium services…and the cheerful willingness to pay for them.  There’s also an explosion of affluence and a BOOM in luxury spending.

This ‘special buying behavior’ is concentrated in a minority—but a very significant minority—of customers.   And if you know WHO they are, WHAT they desire, and WHAT they respond to and how to connect your business to them, you can profit wildly!

This is important because:

 You Cannot Use The Same Ol’ Marketing Message To Attract AFFLUENT Clients, Customers, And Patients!

You need to change your bait.  If you want to attract deer, you shouldn’t be surprised when you attract mice and rats if you use cheese as the bait…when you should have been using a salt lick.

The marketing message that attracts people to Saks Fifth Avenue is different than the message that attracts crowds to Wal-Mart.  And the message that attracts people to a Motel 6 will not attract people to a Four Seasons.

Before you sell to the affluent, you MUST understand them.  And if you get sick at the thought of spending $900 for an dining experience (notice experience) or paying $12,000 to fly somewhere on a private jet…

…then you are banned forever from ANY future success to selling them! 

While I could talk about what you need to do to market to the affluent for days, I’ll leave you with this one important tip that 99% of Smart Business Owners miss. 

The affluent and MORE susceptible to buying based on emotional factors than the non-affluent.

For instance while most successful marketing to the masses need to rely on the five main e-factors

Fear
Pride
Love
Guilt
Greed

The affluent not only respond to these five, but they are also HYPER-SENSITIVE to an additional seven set of e-factors including:

Insecurity
Fear of being found a fak
Desperate desire no to commit a faux pas
Today, not passe
Feeding emotional emptiness
Giving selves gold stars
After all, what’s the point of being rich

The affluent are insecure in many ways.  They certainly worry about going backward, about losing their money, status, or privilege.  Those who’ve never been rich, have no frame of reference, but if you’ve been rich then poor, you know what you’re missing!

They are acutely aware of the aggravations, inconvenience, and financial difficulties endured daily by ordinary mortals that they have left behind – and lose a few winks every night worrying about waking up back there again!

NOTE: If you want to dive DEEP into this subject, this weekend GKIC is giving away my Marketing To The Affluent Course (usually $297) when you invest in “How To Find Your Ideal Customer” 

For more information on marketing to the affluent check out the video below and then if you want to get it for free, this weekend only, as a bonus then invest in “How To Find Your Ideal Customer” by clicking on button below.