santa’s sack is full! prosperity™ n b.s. · 2016-02-17 · page 1 in this issue - santa’s...

In This Issue - Santa’s Sack is FULL!

•Last-Minute Xmas Gifts – Pg. 10•Dan’s Big Lesson: You’ve Come A Long Way, Baby! – Pg. 12•Merry Members’ Q&A with Dan – Pg. 14•Internet Marketing Secrets Under The Tree – Pg. 16•Santa’s Recommended Resources – Pg. 6•Stocking Stuffers (In Dan’s In-Box): Groupon Up-date – Pg. 3; Price Stra- tegy Up-date – Pg. 3; Where’s The Money Up-date – Pg. 4; Ad Example of the Month – Shameless Exploitation & The Leapfrog Strategy At Work – Pg. 4; 30,000 Mob Grocery Store – Pg. 6•“On Scout, On Trigger – Away We Go!” GKIC EVENTS UP-DATE – Pg. 2•Other Calendar Notes – Pg. 9• Back Page - Renegade Millionaire:

COURAGE Required

•Final Thoughts–on Andy Rooney – Pg. 17

MARKETINGLETTER

how-to strategies,examples, news, opinion...aseminar in every Issue.™

DECEMBER 2011

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I have found an excellent summary of this past year’s economy, the previous year’s and I think the year to come, from one of America’s most perceptive philosophers, Groucho Marx.

Groucho said, “It isn’t so much that hard times are coming; the change observed is mostly soft times going.” We are a spoiled bunch. That worsening with the evermore ag-gressive promotion of entitlement ideas, such as the forced re-distribution and equalization of wealth, services (like health care) as a right, the idea that a college education should come without work, savings and sacrifice, etc. This insanity seeps into business-peoples’ brains too. Many have had years of “soft times”, pro-ducing unreasonable expectations and resent-ment of reality. Recently, President Obama suggested in some speech or interview that “we” may have gotten lazy. He got some flak for it. It’s one of the few things he’s said that I agree with.

Years ago, when I had an office with staff and with clients coming and going, I had the customary little fake-walnut, plastic sign on my door, but instead of it reading “President”, it was engraved “What-ever It Takes.” Quietly, privately, I still do a lot of whatever-it-takes to achieve my objectives. That

encompasses a lot. Work I’d rather not do, hours I’d rather not put in, criticism I’d rather not bear, enmity of others I’d rather not attract, pushing people I’d rather be self-propelled, still having to sell when I’d rather folks were intelligent enough to buy. This month, of all months, I agreed to travel to Minneapolis, a meeting with a potential new cli-ent. Yes, they sent their company jet to ferry me, but still I risked a winter weather trap, I had to get up very early and arrive home late, and I had to face some people in the firm’s leadership not pre-sold on me and therefore resistant to and needing convinced of prescriptions foreign to them. No, it’s not coal-mining, but it does combine a number of things I find distasteful. But I was taught that ma-turity means not letting your little want’s get in the way of your big want’s.

For ordinary people, merely having enough to eat and escaping being eaten constitutes suc-cess, and, whether they know it or not, that’s their choice, and I have no quarrel with it – as long as I’m not asked to support them from the grander harvest I sought and labored for or listen to them bitterly complaining about their tiny harvest, indi-vidually or en-masse. Many people will feel badly this holiday season about what they can’t do or provide for their families, but on December 26th, before the sunrise, they will not be determinedly at work learning a new trade or developing a more valuable and marketable skill, seeking a better job, starting a business on the side, or otherwise proac-

The PLACE For PROSPERITY™

N B.S.™®

Happy Holidaysfrom the whole gangat GKIC

™® The PLACE For PROSPERITY™

GKIC CALENDARIMPORTANT EVENT UP-DATESOther Calendar Notices, Page 9, refer to Announcements @ Resources, Page 6.

••• “We left the guys at home!” Uh-oh, it’s GKIC Women Gone Wild! “So, here’s what happened. We all gathered in San Antonio – the city famous for its Riverwalk. Just the gals. We left the guys at home. Women entrepreneurs, partners in businesses (with their spouses/significant others), sales professionals, authors and experts and members of their business teams all came together and worked creatively on making their businesses better, their lives more meaningful, themselves more influential and, yes, powerful. An incredible faculty of more than a dozen women business leaders and marketing, social media and success experts led this one-of-a-kind experience. Barbara Corcoran, the #1 woman in real estate in America, seen on ABC-TV’s SHARK TANK show, shared her inspiring story and business/life lessons. We left with new clarity about ourselves, our vision for our future, refreshed passion and energy and belief in ourselves. A whole new GKIC Women’s movement began here, and I can say I was there – did you miss out?” All that hasn’t actually happened yet. All that and much more IS happening, February 9th to 11th. Info and registration online @ www.GKICwomen.com or call Member Concierge at 800-871-0147. RESPONSE NEEDED BEFORE DEC. 30.

Ad from an iconic advertising campaign of the late 1960’s, for Charlie perfume. See this month’s BIG LESSON.

••• YOUR CHANCE TO

GRAB A FISTFUL OF DOLLARSFROM GKIC ENDS @ HIGH NOON, DEC. 30In another movie, Clint Eastwood snarled: a man’s got to know his lim- i-tations. That’s true. But most people are fenced in by all sorts of false limita-tions. At GKIC, we’ve been blowing up those kinds of fences right ‘n left for thousands of folks, for years. You’ll be able to hear the explosions go off at the SuperConferenceSM 2012 – The GKIC Wild, Wild West Show a mile away. If you want to test your limitations and see what “no-limit entrepreneurship” is all about, who plays, how they play, and how they win, you gotta be there. And you’ve only got to Dec. 30 to grab a fistful of dollars for yourself. At High Noon, Dec. 30, hundreds of dollars of discounts and incentives end. Bang. If you’ve been a slowpoke about this, all forgiven, if you dig those spurs in and hurry up now. C’mon, kick down the fence. Ride the open range. Explore the new frontier. With me, the greatest gang of authentic moneymaking experts and top GKIC Members ever assembled for a SuperConferenceSM, our first ever Wild, Wild West Show. www.dankennedy.com/sc2012

*If you’ve already registered, please disregard this notice. If you haven’t, what in Sam Hill are ya waitin’ for, pardner? This is THE big one! THE can’t-miss GKIC event. If you was one of those boys on Bonanza, and I was your pappy (Lorne Greene), I’d give you what-for, just for procrastin’ this long. Oh, and by the way, this rodeo includes three new presentations by me, including an extended-length seminar on THE RETURN OF HARD-CORE SELLING (JUST IN TIME). And my friend Larry Winget, tellin’ truth ‘bout success; my NO B.S. books co-authors Jeff Slutsky (Grassroots Marketing – how to get er’ done at the local, takin’ it to the streets level) and Jason Marrs (Advanced Price Strategy – how to boost prices and profits now, even if you think you can’t), Dina Dwyer-Owens on Living R.I.C.H. – driving $800-million in revenue, serving 2-mil-lion homeowners, Rabbi Lapin on The REAL Secret (of Unlimited Abundance), a whole gang of internet marketing gunslingers, even CELEBRITY APPRENTICE Grand Champion and C/W superstar John Rich + facilitated networking, experts’ Exhibit Hall, and much more. Hey, have you been dozin’ in the shade behind the barn? Hop up, and get yerself signed up – while you can still grab a fistful of dollars. Best discounts die, Dec. 30. Go to www.dankennedy.com/sc2012 or call 800-871-0147.

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tively striving to be sure that when the next holi-day season rolls around, they are better able to en-joy it and give their family a top experience. Their behavior reveals their truth. Since you are reading this, you are entrepreneurial, ambitious, probably prosperous to some significant degree, and I’ve just described some of your relatives – not you. But you must be careful not to slip into any of their poor thinking. Even for a moment.

I don’t really understand sloth or surrender – and hope I never do. Poverty has its welcome mat out for those who bring either with them to the door. (I got a call from a friend, Bob Bolton, the owner of the Wendy’s restaurants in my area. He heads up a local charity in our small town, called Baskets of Hope, that arranges for food for families in trouble, hot meals for kids who aren’t getting them, some-times Christmas gifts. He calls each year for money and I respond. He always has a story. This year, about a father of 3, the breadwinner, earning pre-cisely eight dollars too much for the year to qualify for food stamps or state aid – and his kids averag-ing only a few hot meals a month. I refrained from asking what the fellow did for a living, and what he was proactively, determinedly working on, burning midnight oil, or up before dawn, or even for an hour a week, that might make it possible for him to raise himself up and earn a good living. I refrained because the answer would be unlikely to pleasantly surprise me. I’ll go ahead and give him and his kids fish for a day. Offering to teach him to fish, if he’s not already trying to learn and asking for help with that, too costly.)

We must never lose sight of how gifted we are. The Great Gifts are not found in a store or under the tree one morning out of 365, nor are they ever handed to us by waiting or, worse, complaining. They can never be had by taking something away from others. One is the gift of opportunity – to de-terminedly work at anything chosen in pursuit of any objectives desired. Some are sadly unaware of this gift. Many reject this gift. We also possess a 2nd gift that the fellow in the story above probably does not: purposeful ambition and determination, the opposite of surrender. Whoever put you on that road, gifted you greatly.

Here, at GKIC, and in this Letter, we focus on busi-ness, and specifically on determinedly working on smarter, sustainable marketing as the means

of making your business generate wealth, and of making your business life more self-directed and enjoyable. But I’ve never once tried helping any-body create a “soft” existence. I prefer tough-mind-ed and determined and hard-working, on some-thing deemed worthy of the work.

Speaking for everyone at GKIC, we hope you have an enjoyable holiday season with family and friends, and enjoy a break from your busi-ness. But I hope you prize the gifts described here as your greatest gifts, and on January 2nd if not before, are purposefully and determinedly at work on some big opportunity. - DAN

DAN’S IN-BOXGROUPON UP-DATE. Yes, it had its IPO. The Wall Street Journal explained this about the inner workings of its business: Grou-pon has monstrous marketing and sales costs, and delays payments of the monies owed merchants/advertisers, and uses that “float” to finance its current marketing expenditures, relying on this month’s merchants’ share of monies collected to pay last month’s obligations to those merchants. I’ll put it another way: this thing is a Ponzi scheme with a mask. Not that this is an invest-ment advice letter, but I wouldn’t want to be holding onto any of this stock. Ponzi schemes tend to collapse quite suddenly. Also, I stand by my very strong cautions to merchants, service providers, etc. using Groupon as an advertising vehicle. The key questions are: will it bring you good customers you can keep – at retail pricing? Will its surge cripple your business’ capability and diminish service to present, good customers? Having said that, I acknowledge it and the growing list of copycat competi-tors can be an effective promotional media for some busi-nesses. It needs handled like dynamite in an old car on a bumpy road, but there are times and situations where using it makes sense. For the record, the co-author of the forthcoming book No B.S. Grassroots Marketing, local street-smart marketing expert Jeff Slutsky* agrees with me: handle Groupon and its brethren with care.

PRICE STRATEGY UP-DATE. Incredibly, there are Members who have not obtained and read the NO


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B.S. PRICE STRATEGY book, co-authored with Jason Marrs. This book features critically important, timely in-formation every businessperson NEEDS right now. And for info-marketers, coaches and consultants: you could not possibly give your members a better holiday or New Year’s gift than this book – and, if you like, tie it to a New Year Kick-Off Tele-Seminar with Jason Marrs. Far too many businesspeople are needlessly surrendering to the pressure of this economy and sacrificing price, profit and power – frankly, stupidly. This book fixes that. This month’s No B.S. Marketing to the Affluent Letter features content from Jason. And a quick tip about that link: price and price elasticity has at least as much to do with who you are attracting and selling to as it does with what you are selling. The company from whom I just purchased a re-manufactured 1986 Jeep Grand Wagoneer, likely to replace the Ford Explorer gifted to me by Piranha Mar-keting’s Joe Polish as my everyday car, advertised in the Orvis Catalog. Not on eBay. Why? Better customers not shopping by price at Orvis than at eBay. Now, I have just told you exactly how to quickly give yourself a pay raise. Most will ignore it but you could pay attention.

WHERE’S THE MONEY? UP-DATE. People over age 50 own 80% of all financial assets in the United States. Let that sink in. This 1%/99% populist/socialist stuff stirred up by the street protesters and media ignore a reality: if you want to make that a civil war, you’ll be waging an age war. In truth, it has already begun. And those 50+ have much to fear from our quasi-democrat-ic process and from the gov-ernment it elects. Anyway, just consider the bald fact: people over 50 own 80% of all financial assets in the U.S. Further, those 50+ are responsible for HALF of all consumer spending. At mo-ment, their group is growing at twice the rate of general population growth. Those coming behind them, now 40 and 30, will not have benefit of a decade or so of a thriv-ing, expanding economy, rising wages, wealth created in dormant assets like primary residences, or a generous tax environment favoring achievers and investors. Thus, this is a relatively short-term phenomenon, not a perma-nent reality. But now, reality it is. Also, the 50+ folks are much better customers or clients for most businesses:

they read (more), they are (more) brand or relationship loyal, they are LESS likely to price shop local retailers against online sources, they are more interested in reli-able service and other values vs. pure price, etc. In both raw financial terms (i.e. ability to buy) and in behavioral terms, the 50+ population offers far superior customers. Las Vegas is a case study in the pain of abandoning this market in favor of catering to the 30 and younger to 40 group: visitor numbers up, value of visitor and net profits fallen off a cliff. Perhaps this three steps backward now to build for a future a decade down the road is strategi-cally correct, but it sure is tactically damaging. I recently heard comedian Bobby Slayton talking about having to abandon his show he “four-walled” in Vegas after 3 profitable years and go back on tour of comedy clubs to make a living because “if you aren’t a Kardashian or a club throwing parties, you’re dead in Vegas”. Obviously, there are businesses doing very nicely aiming under the 50 mark. Apple comes to mind. But if you want to know where most of the money is, it’s in the hands of those 50+. (Sources: A.T. Kearney Analysis, U.S. Census Data, Re-search Alert/epmcom.com.)

AD EXAMPLE OF THE MONTH & “SHAMELESS” USE OF CHARITY. In last month’s Diamond Letter, I talked about shameless marketing/fund-raising by charities. EXHIBIT #1 shows a company shamelessly exploit-ing a widely recognized, heavily promoted and popu-lar charity. A young product with no brand awareness leap-frogging* by tying itself to a charity with enormous brand awareness – in this case, the “pink” Breast Cancer Awareness campaign, as extensive and far-reaching as any. (Even NFL football players wear pink-striped uni-forms and shoes during games for an entire month to promote it). This ad is from the trade journal, Nation’s Restaurant News. It is B2B advertising, making the case to restaurant owners that stocking, displaying and selling Athena bottled water, adorned with the “pink” label, with a donation from each sale going to The Cause, will be good for business. (In the magazine, the ad’s background in pink with white reverse type, the labels are pink.) *Credit for term goes to my friend Robert Ringer, author, TO BE OR NOT TO BE INTIMIDATED. Means: skipping the usual, customary “ladder” and finding a way to leap from bottom to top.

(Continued Page 6)



EXHIBIT #1 - Ad Reprint, Nation’s Restaurant News, October 10, 2011

Lucky Member of the Month CONTEST Member Number:

59727

RENEGADE MILLIONAIRE MARKETING SYSTEM (a $495.00 value)! To claim your prize, you must call 410-‐825-‐8600 x111 by December 31st.

Congratulations to Jesse Lennon, Gold Member from Mechanicsville, VA, for win-ning our 2011 Info-SUMMITSM Survey Drawing! Jesse won a Free Seat at our 2012 Info-SUMMITSM.


(Continued From Page 4)

LAUDATORY MARKETING SUCCESS STORY OF THE MONTH was sent in by Gold Member Dominick Cassone, about a grand-opening of a 138,000 square foot Wegman’s supermarket in his area attracting 30,000 visitors on Day #1. I’ve written about Wegman’s before, in the No B.S. Marketing To The Affluent Letter; they are a superbly run company, with great stores. The mind-boggling success of their grand opening was built by marketing beginning 6 months beforehand, and continu-ing consistently during those 6 months. Featured: earliest marketing on hiring and what a great place it would be to work, with billboards, trucks with moving billboards, a hir-ing center, etc.; multi-media advertising drawing people to the store’s web site, where over 20,000 registered for the Shoppers’ Club Card before the opening. In his note to me, Dominick suggests this as answer to those who insist their business is too commonplace and commod-itized for GKIC style marketing or that a Unique Selling Proposition can’t be found or “…but MY business is dif-ferent” – because this ain’t an Apple store unveiling the new phone; it’s a grocery store. A visit to this or another Wegman’s will reveal multiple USP’s-created for their business. I would also point out that, unlike most mar-keters, they started marketing way ahead of their event, gave themselves ample time to promote, utilized multi-media campaigns, used the internet for lead capture and follow-up. A grocery store. If they can, you can. And now, maybe you must. My friend Pete Lillo, aka Pete-ThePrinter.com’s favorite saying is: you better give me a really good reason to leave my house. Seems a grow-ing number agree – there’d better be something really special out there, or we can just stay here and keep our wallet closed.

RESOURCESINFO-MARKETERS: LAST CHANCE TO WORK WITH ME, PERSONALLY, IN MASTERMIND SETTINGS. January begins the 2012 Titanium and Platinum Groups, featuring two of their three 2-day mastermind meetings with me, coaching and facilitating. If you are to take one of the remaining positions, in these groups, you must get in before year’s end. Call Sherrie Sokolowski at 410-825-8600, ext. 103 or email [email protected] im-mediately. Up-date: the mid-year Titanium meetings will

be chaired by Perry Marshall, leading expert in Google and Facebook marketing; the mid-year Platinum meeting chaired by Dave Dee, also a very accomplished inter-net marketer and info-marketer. Other Benefits include Diamond Membership bundled in and free (Titanium) or 50%-discounted (Platinum) registration for my mid-year boot-camp on Advanced Direct-Mail Marketing.

TRUST-BASED MARKETING SEMINAR ALERT: Dia-mond Members see enclosed Special Insert.

IMPLEMENTATION COACHING: See enclosed Special Insert.

FLAT-OUT COOL, FUN BOOKS: Diamond Mem-ber Chip Kessler gave me a copy of MAIL-ORDER MYSTERIES – REAL STUFF FROM OLD COMIC BOOK ADS by Kirk Demaris. It’s fab-ulous! I answered a lot of these ads when I was a kid. Advertisers made millions of dollars with these ads and this one media, comic books. Joe

SAMPLING OF WEGMAN’SUNIQUE SELLING PROPOSITIONS,UNIQUE VALUE PROPOSITIONSAND UNIQUE CUSTOMER EXPERIENCES

•Over 70,000 products•300 specialty cheeses•700 different fruits & vegetables, much of it from local area farms•Day Boat Station offers fresh fish caught same day•Promise of “Low Consistent Pricing”•Market Café Restaurant•Sushi Bar•Vegetarian Bar•Pizza Shop•Dining room with roaring fireplace•Kids’ room with Model Train Table and toys•“Craft Your Own 6-Pack” with any beers of choice•Beer & Wine Shop with 66 products•30 Cashiers – Lines open if more than 2 customers in line


Cossman, who I got to know late in his life, was respon-sible for the 100 TOY SOLDIERS IN A FOOTLOCKER for $1.25 (pgs 34-35 in the book), and THE SPUD GUN (page 43), both of which I sent away for when I was a kid. I had the Polaris Nuclear Sub (page 45), I signed up for the kids’ selling opportunity (pgs 78-79), but somehow missed out on the inflatable Raquel Welch pillow (!), just $1.98. The Super-man costume shown on page 154 is the one I sent away for and wore, jumping off our house’s 2nd story roof-porch, expecting it to make me fly. Which it did. Very briefly. Kicks aside, there are advertising lessons to be had from this book. Another: SUCCESS SECRETS OF SHER-LOCK HOLMES by David Acord, which I stumbled across mis-shelved in between Sherlock Holmes novels rather than where it belongs, in Self-Improvement, just as the first Chicken Soup for the Soul books were often shelved with cookbooks. The book’s nothing earthshaking, but if you happen to be a Holmes fan, it does a serviceable job of extracting success principles from Holmes’ exploits and statements. Make a good talk or tele-seminar timed when the next Sherlock Holmes movie comes out. One of my “C-list” projects was a book on selling using Sherlock Holmes principles. Oh well.

A “DIFFERENT” BOOK ON SELL-ING. Many won’t recall Harry Browne, a great iconoclast, provocateur, Liber-tarian presidential candidate and au-thor of the seminal book ‘How I Found Freedom In An Unfree World’ + over a

dozen financial books, newsletter publisher, and brilliant promoter. I discovered him the year I graduated from high school, and wore out a copy of ‘How I Found Freedom’.

My friend, who I call the real inventor of the internet, or at least of its use as a direct mar-keting media, Ken McCarthy has unearthed and gotten published a long-lost manuscript of Harry Browne’s, currently (badly) titled ‘The Secret Of Selling Anything – for the sales-man who is not aggressive, not an extrovert, not a smooth talker.’ This is really a master-ful, insightful examination of the true buying motives that move people to action, the true basis for price, and the simplest truth about selling so many miss (that I do teach): selling is easy if you take the trouble to find out what somebody wants and then sell them that. This book is praised by the likes of Marty Edelston at Boardroom, Copywriter Richard Armstrong – author of the book God Doesn’t Shoot Craps

(about a direct marketer), Ken, and I strongly urge getting and reading this book. You can get it at Amazon or thes-ecretofsellinganything.com, and you can reach Ken via realmarketingbooks.com or TheSystemSeminar.com. n


The other day a friend asked me, “How come you get so much stuff for free?” She was referencing the fact that I just got all my wine for free during a recent dinner at a res-taurant. I do get LOTS of stuff for free. We were just in Whole Foods and I was talking (okay, flirt-ing…this psychic sales stuff works great in social situations!) with the cashier and the next thing we know, she tells me I have to try this new chocolate bar and gives it to me. Once, I was flying back home during Christ-mas time, screwed up, missed my flight and there were “no seats available” on the next flight out. Be-fore you know it, I’m on the “next flight out.” But there was a layover and although I had originally bought a first class ticket, the only seat on the last leg of the trip was in coach. No problem. I was just grateful the airline could find me a seat - heck, I was the one who screwed up and missed my flight by an entire day. (It’s a long story.) I noticed that the poor women behind the check-in counter at Northeast Airlines were getting yelled at by people who were upset the plane was delayed and that they had to wait. (Like it was their fault there were delays because of the - weather!) The women remained composed and pro-fessional as passenger after passenger gave them crap. I was thirsty, so I decided to treat myself to a hot chocolate. While waiting in line, the idea came to me to buy four additional hot chocolates for the women at the check-in counter. I gave them the hot chocolates and said, “I know that you ladies are getting hammered by people today for things you can’t control. You are doing a great job and I just wanted to give you all a little something.” They were blown away and SO appreciative. One of them said, “That is the nicest thing anyone has ever done for us.” It made them so happy. They were liter-ally smiling from ear to ear as they sipped their hot chocolate. I noticed that they were discussing some-thing, then checked something on the computer and then gave each other high-fives. A few min-utes later, one of them makes an announcement over the intercom, “Mr. Dave Dee, please report to the check-in counter.”

I walk up and one of the women says, “We have an early Christmas present for you. She then hands me a ticket with a first class seat assignment and with a huge smile says, “We just had one first class cancellation and wanted to give it to you.” I thanked her and she said, “No, thank you!” Obviously, I didn’t buy the hot chocolate to gain anything. Heck, the women were so happy that I felt fantastic and would have felt that way sitting in coach. The hot chocolates cost me about twelve dollars – but look at all the good that came out of it. So… what does this have to do with persua-sion and influence? Did I use my “Psychic Sales-person” strategies to get the free drink, candy bar, get on the plane, and get the upgrade? Nope. In every case when I get stuff for free, it is because I am sincerely interested in the oth-er person. I listen to them and I show them kindness. My intention was NOT to get anything. That would be manipulative, and remember this: The difference between manipulation and persuasion is intent. However, the law of reciproc-ity automatically kicked in. Scientific studies have proven that when you do something for someone, even a small ges-ture of kindness, they feel compelled to do some-thing in return... even if that means what they do for you in return is far greater than what you did for them. Although simple, I’ve just given you one of the biggest secrets to sales success and making more money. Start really listening to your prospects and be pres-ent with them instead of thinking about what you’re going to say. Be sincerely interested in them and their wants, needs, desires and goals. And then “go out of your way” to show them some extra kind-ness. It could be as simple as taking a dollar out of your pocket and buying them a soda. (This is much more powerful than just reaching into a re-frigerator and giving them a soda.) Or it could be presenting them with a cool and unique gift. Do this and your life will dramatically change for the better. Not only will you close more sales and make more money – you will FEEL better inside. n

Secrets of The Psychic Salesperson…

The Hot Chocolate StrategyBy: Dave Dee


Don’t

Miss This

BulletinBoard

SCHEDULEDIAMOND TeleCoaching Calls: Scheduled calls: 12/15: Year-End Best Strategies Competition; 1/19: TBA, from 1:00-2:30 PM EST. You can UPGRADE to DIAMOND at dankennedy.com/diamond.

Consulting

Note: Inquiries re. available consulting days or Private Client Group Membership should be directed to Vicky @ Dan Kennedy’s office, 602-997-7707.

2012: HERE’S A WHOLE LOT OF INFO FOR NEXT YEAR!!!!!

Diamond Calls With Dan: 1/19, 2/23, 3/22, 4/26, 5/24, 6/28, 7/26, 8/23, 9/20, 10/25, 11/29 and 12/13. These are all on Thursdays, but not always the same week of the month. All calls are 1:00 PM to 2:15 PM EST. Please enter these dates and time into your 2012 calendar.

INFO-Mastermind Groups with Dan*:Titanium #1: 3/27+28, 6/19+20, 10/16+17Titanium #2: 3/29+30, 6/21+22, 10/18+19NEW: Titanium #1 & #2 Joint Eve. Sessions: 3/28, 6/20, 10/17Platinum: 3/20+21, 6/12+13, 10/11+12

*Dan will be personally conducting the 1st/Spring and 3rd/Fall Meetings; a Guest Chairperson will be conducting the #2/Mid-Year Meetings. As of this writing, THERE ARE OPENINGS IN THESE MASTERMIND GROUPS – contact Sherrie Sokolowski at 410-825-8600, ext. 103 or [email protected].

Winners Weekend: 1/25-26 (Yes, we know it’s not a weekend.) By Invitation Only, for GKIC Competition Award Winners

IC GROUP: Implementation-Coaching with Lee Milteer: January 26 - 27 May 24 - 25 September 20 - 21 December 6 - 7This new Coaching/Mastermind Group is focused on accelerated implementation, self and business management by goals and objectives, creative change management, peak personal and team productivity, and successful mind-set. Contact the GKIC Office.

Women’s Event: 2/9-11 Strut-Your-Stuff, Bring-it-On, Get-it-Done, Take-it-to-the-Next-Level Business Makeover FOR WOMEN. Visit www.GKICWomen.com for details.

Trust-Based Marketing Intensive Training (Limit 60). 3/2+3. Diamond Members refer to enclosed Special Insert, or contact the GKIC office.

Annual Member Convention & Marketing/Moneymaking SuperConferenceSM: 4/19-21 - The GKIC Wild, Wild West Show IN DALLAS featuring Country Music Superstar & CELEBRITY APPRENTICE Champion John Rich, “The Pit Bull of Personal Development” – Seen on FOX TV – Larry Winget, New Presentations by Dan Kennedy, and a Rodeo of Activities, Exhibits, Networking, How-To Sessions + Bonus Day: Shoot-Out at the GKIC Corral/Marketers of the Year Showcase.

Special Mid-Year, Dan-Only Seminar: 5/17+18+19. Topic to be confirmed.

Annual Info-SUMMITSM: 11/8-10

Dan – Speaking/AppearancesM. Zagula/Centurions (Fin. Adv. Coaching Mtngs.) 2/16+17, 5/10+11, 9/27+28N. Nanton Ky. Derby Event 5/4-5Geier/Scheduling Institute 6/15-16


GKIC-RecommendedBEST CHRISTMAS GIFTS YOU PROBABLY MISSED

there may still be time!

THE WINE “RACK”.A sports bra that lets the wearer sport up to 25 ounces of her favorite beverage. Perfect for skipping the concession stand at the movie theater or sneaking desperately needed drinks at the in-laws. Bonus: it adds a cup size when full. Includes the vinyl bladder sewn into the bra and a long drinking tube. Just $30.00, from Kotulas.com.

AN INFO-MASTERMIND GROUP MEMBERSHIP. Hey, go big. Buy your info-marketer spouse a seat in the Platinum Mastermind Group, working personally with Dan. No shipping costs. Pricey and impressive, yet potentially free through income gains. From GKIC. Gift-wrapping and a welcome call from Dan on Christmas available on request. Limit one per household.

A PATHETICALLY SAD “CHARLIE BROWN CHRISTMAS TREE” just like the one Peanuts brought home from the lot. Comes with its single red ornament and cheap white wood base. The perfect gift for the recently divorced guy moved into a tiny apartment. Just $20.00, Kotulas.com Package it with a bottle of cheap bourbon, a DVD of ‘It’s A Wonderful Life’, and a package of monogrammed handkerchiefs, i.e. crying towels.


DON’T FORGET FIDO. You know that super-duper Temperpedic® bed you see advertised on TV and at the home show at the mall, made from the super-scientific memory foam from NASA technology, that perfectly conforms to and supports your body? Well, there’s now a genuine Temperpedic® bed for Rover. It feels so good his dreams of squirrels switch over from black ‘n white to Technicolor. A good-sized Temperpedic® dog bed is a mere $295.00 to $495.00, from orvis.com. Three of them laid end to end fit nicely on the couch, for any nights hubby’s in the doghouse.

FOR THE DUMBEST GOLFER YOU KNOW. He’s at the tee. He can’t remember what to do. Wearing this golf shirt, all he has to do is look down – instructions appear up-side down on his gut. Just $24.00 at ThingsYouNeverKnew.com.

CAN’T GET YOUR HANDS ON A FRUITCAKE FOR THAT UN-SPECIAL SOMEONE? The next best gift is a spectacularly ugly, handcrafted, edible birdhouse, made from corncobs and assorted grains, from $49.00 to $69.00, orvis.com. Unwelcome by just about anybody, but it really makes the point with your boss or someone who lives in an apartment with a balcony overlooking the parking lot. Add a DVD of the classic Hitchcock thriller, ‘The Birds’, and guarantee having sent the most talked about gift this year.

DAN’S BIG LESSON In Outrageous Advertising


Capitalizing onthe Mood of the Moment

Advertising aimed at women took a marked change in the 1960’s, with the famous Virginia Slims “You’ve Come A Long Way, Baby” campaign, this cheeky ad campaign for Charlie cologne, and others of its ilk. Still, the most staple of all ads-for-women genre remains the slice-of-life for mom/homemaker, which began in the 1920’s, secured its popularity in the 1950’s but continues today, barely modernized; Tide® is still sold by having Mom get stubborn stains out, bright colors brightened, foul odors freshened, garnering awe and gratitude from husband and young ‘uns. The enduring ef-fectiveness of slice-of-home-life advertising should serve as cautionary tale: don’t lose touch with the reality of your real customers. American home life, at least be-tween the coasts, is still home life, with kids and dogs tracking mud into the kitchen.

On the other hand, care must be tak-en not to stereotype offensively, women or men, young or old. It gets trickier. At times, classic, reliable themes must even be abandoned to position your product as a leader in a desired revolution. It requires great clarity about who your customers or audiences actually are, how they live, how they think about themselves, how they talk amongst tribe. If you are not them, you need some touchstone that goes deeper than sta-tistics. Few people can be made to care much about how much you know about your products or services or professional expertise un-less and until they are convinced you know a great deal about them – because everybody feels misunderstood, most feel disrespect-ed and under-appreciated, and everybody in-stinctively warms to the rare person who appears to genuinely understand, respect and appreciate them. Whether this perfume advertising sincerely represented genuine understanding or not, I can’t guess. It did capture a mood of the moment, a “friskiness” and aggressiveness emerging, and it being okay. It made the product symbolic of an attitude, even a socio-political statement. Begging the question: what is the (changed/changing) mood of the moment and/or the only hesitantly thought or voiced aspiration of your target audience or market, and how can you link your product to it? So, as little glimpse of history, here it is….

On Madison Avenue, the creating of successful ad campaigns for perfume is viewed as the height of wizardry, because the product has virtually no features or benefits. It is all sizzle, no steak. Every holiday season, hundreds of new perfumes are intro-

WISDOM WORDSFROM WOMEN“As a child, I was taught that it was bad manners to bring attention to yourself, and never, ever make a spectacle of yourself – all of which I’ve earned a living doing.” - Audrey Hepburn

“Powerlessness corrupts. Absolute powerlessness corrupts absolutely.” - Rosabeth Moss Kanter

“When in doubt, do what someone successful does.” - Suze Orman

“Some say I have a beautiful voice, some critics say I have not. All I can say is, those who don’t like it shouldn’t come to hear me.” - Maria Callas

FOR A LOT MORE WISE WORDS FROM & FOR WISE WOMEN,JOIN THE NEW GKIC WOMEN’S CONFERENCE IN FEBRUARY. Refer to Notice on Page 2 or visit www.GKICwomen.com or call 800-871-0147.


duced, old stand-by’s are dusted off, ads are created. Modern perfume advertising started just before World War II, as French designers came to realize there was money to be made telling women stories about colored, scented water. The stories were all about attraction, seduction, mesmerization of men with smells. Giant multi-national companies got in the game big-time after the war, all sticking to the same basic storyline, all the way to the late 1960’s, when an aging, ailing Charles Revson brought forth the oddly named (after himself) perfume Charlie, promoted in ads showing women younger than the typical perfume user, pictured active in the daytime, acting aggressively. This most famous and then shocking of the ads shows her in business attire (!), carrying an attaché case (!), and acting out a man’s gesture of dominance if not ownership, the pat on the ass (!!!). The man and woman team creating these ads with Revlon conceived the perfume as for daily wear, not rare special occasions, and the Charlie woman’s chief aspiration as being equally good at sex and at work. And Charlie quickly became the bestselling perfume in the world. (Based on source material in Twenty Ads That Shook The World by James Twitchell). n


Q&AYou’ ve Got QUESTIONS,

Dan’ s Got ANSWERS

This month, I’ve indulged myself with non-market-ing questions I found entertaining, all from very new Members.

From Gold Member Gayle Mager, Mager Mobile Market-ing: what is the one secret that you teach to your family or close friends that you have never mentioned to anyone else?

No one in my family or circle of close friends has any interest whatsoever in getting any information from me, secret or oth-erwise, evidenced by never having asked, and there’s nothing more futile than dispensing unasked for advice but dispensing unasked for advice to family or friends. Oh, and if only there was one secret that rose far above all others in value, and reduced the success equation to a single digit.

From Gold Member Paul Baer: what do you draw on to keep moving ahead when it gets tough and all looks lost and how do I find that in myself? From Gold Member Ben-jamin Bretsch: What kept you motivated even when you were frustrated and wanted to quit?

Not a week goes by without me seriously wanting to quit at least one of the things I’m doing. Most weeks, everything. I know frustration, humiliation and despair intimately, and my relationship with them is of longer duration than my relation-ship with anything or anyone. And I have a pair of boots going on 20 years and a marriage hitting 26, depending on whether you count either the separation or the divorce. Or years on the road. The morning I wrote this, I was in my 2nd full day of wan-dering around talking out loud, trying to convince myself not to quit something, following an extremely “ugly” episode. This actually gets worse, I find, with erasure of financial need to keep doing anything. Fran Tarkenton, former champion quar-terback, entrepreneur, says: it’s perfectly okay to want to quit – as long as you don’t. If you think somebody’s immune, and isn’t frequently talking himself down from the ledge or return-ing at night after running away from home that morning, you’re wrong. I can’t recall particulars, but some captain famously landed his troops on enemy’s shores then set fire to all his own ships, making retreat impossible. Such circumstances can be

used to prevent quitting. Other times it’s simply character. Do you prize integrity higher or lower than comfort? With all that said, I want to point out that, in marketing, and in entrepre-neurial endeavors, there’s this thing called “testing” in place of “success/failure”, and giving “tests” that clearly justify the swift sword their due does not make you a quitter; it makes you smart. If you persist in drilling deeper and deeper in dry holes, you’re not an oil man to be admired. You’re a fool. Quoting one of my co-authors, Dr. Maltz: “You are not your mistakes.” The list of people who have quit things is long; includes Henry Ford, Walt Disney. And me. McDonalds, Disney, FedEx and Google are top companies that have invested huge sums in starting or acquiring businesses they gave up on and dumped at a huge loss or simply terminated within a few years. My client Guthy-Renker abandoned its original business strategy for another, proving you can change horses in mid-stream and wind up with a billion dollars a year. Be careful about all this. Pure persistence is vastly over-rated.

From Gold Member Letitia Stenning, a consultant, sten-ninguk.com: How is it possible to shun modern technol-ogy and still be successful? (I’m struggling with social media and video blogs – I haven’t even mastered tradi-tional blogs yet.)

Depends on your definition of “successful.” I personally know successful, happy and wealthy Amish. One of the most suc-cessful novelists, Nelson DeMille, writes his books with pen-cils on legal pads. He is writing one this very day, that way. Neither the Amish or DeMille truly shun technology. “Shun” means persistently avoid, ignore, reject. They and I personally shun it, but we all have others utilizing it for our benefit and profit. I don’t need to be able to operate a paper mill to use direct-mail either. Wealth/success comes from three sources: 1 – Work, 2 – Your efficacy at getting productive work done for you by others, 3 – Leverage of assets. The ultimate an-swer to success possible on your terms can be found in the No B.S. Price Strategy book, on pages 101-105. (I will teach it in much greater depth and detail, with varied demonstrations and examples from diverse businesses – from health care to roofing contractors to you name it – in my Spring 2012 Special Seminar on Trust-Based Marketing. Note the insert, this is-

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HAVE A NEW, INTERESTING QUESTION FOR DAN? FAX/SEND TO THE GLAZER-KENNEDY OFFICE FOR FORWARDING & MAYBE YOURS’LL BE ANSWERED RIGHT HERE! If you’re a New Member, be sure to submit your New Member Questionnaire from your INCOME EXPLOSION GUIDE, as those questions are often tackled here.


sue.) To social media itself, skepticism about its priority in your business is perfectly okay. Beware the path plowed by a herd. Loops back to personal defining of success too. Personally, if I were tethered to devices, compulsively checking and respond-ing to texts and tweets, worrying over my Facebook presence, etc., I would not feel successful.

From Gold Member Dr. Jason Litwin D.C., proactivechiro-practic.net: “What is the biggest personality trait/flaw that inhibits somebody from implementing learned informa-tion or causes them to implement slowly?”

Quoting the sage, Ron White, “You can’t fix stupid.” But most-ly, it’s other forms of self-sabotage, often deeply imbedded in false belief systems, and then manifested as fear (of what oth-ers may think, of criticism, etc.), entitlement (egs. being great as a chiropractor, artist, etc. should be enough), ego defense via activity vs. accomplishment. There’s more. There’s insin-cerity about ambition. There’s absence of clarity. Different people shoot themselves with different bullets. To narrow it to the way you asked the question, as personality or character flaw, I guess it’d be a willful scotoma about one’s own bullshit; claiming to want ‘x’ but not doing the things required to get it. Self-discipline isn’t possible without self-honesty. Separate or coupled, there is also poor personal, time, staff, vendor and “network” management skills and crappy work habits. If I may, two recommendations: my No B.S. Time Management for En-trepreneurs book and joining GKIC’s IC Group, IC standing for Implementation Coaching, led by Lee Milteer.

From Gold Member Bruce LeWinter, LeWinter Natural Healing Center: How can I make millions of dollars a month from internet marketing?

You can’t. First of all, “internet marketing” doesn’t exist. I oc-casionally lapse and use the phrase myself, for which I apol-ogize. The internet is media, like signs on the sides of taxi cabs. It’s not an occupation or a business. Money comes from the creation and/or distribution of value in excess of net profit sought, and very rarely comes from use of one anything – one ad media, one kind of distribution, one product. Second, mil-lions a month, thus, say, $36-million a year in earned income would put you in the top 1% of 1% income producers and even though I’ve never met you, I’ll wager you do not have all the personal behaviors mastered of such a person; money follows what we become, not what we do, and big money has more to do with who you are to a market, than what you do. (Read:

No B.S. Wealth Attraction In The New Economy.) If you really, really, really want a multiple 7-figure income, it’s gonna be a whole lot more complicated than playing with Facebook. As it should be.

From Gold Member Derek Capelin, a financial advisor: “Is it really necessary to be so repetitive and go on endlessly promoting your competence, authority, etc. in all your e-mails, written material, books, etc.? I am wondering whether that is a deliberate strategy, as, personally, you nearly lost me as a customer and I have only continued as I find you less annoying in this regard than Chris Cardell. Maybe it’s because I’m English and a cultural thing?

I must try harder. Finishing 2nd in the be-annoying race is un-acceptable, especially to a polite Brit, Chris Cardell. Question #1’s answer: It’s only necessary if you want to attract at max power, which requires also repelling at max power. I was once quite uncomfortable with it all, but a wise fellow taught me the difference between the business rich entrepreneurs and pro-fessionals are in (self-aggrandizement) and their deliverables. Question #2’s insulting. I don’t play at this. Everything’s de-liberate. I hope the pilots flying me about in private jets are similarly deliberate. Question #3’s answer: I wouldn’t blame being annoyed on the fact that you’re English. Per capita, I believe I annoy Americans as much. Odd, the Latvians don’t find me annoying at all.

nnnnnn


One Simple Trick Increased DPL By 74.61%

About 3 months ago we launched our first perpetual, au-tomated webinar for DotComSecrets local. I had spent about 6 months building the sales process, writing the webinar scripts, creating the follow up sequences and trying to perfect the system as much as possible before we launched. (NOTE: if you want to see the webinar and/or the process, you can register at www.DotCom-SecretsLocal.com).

After we launched it, we were very happy and surprised by the results. After running the webinar for about 30 days, we started to look at the stats. We found that we were averaging about $9.45 NET profit (after paying affiliate commissions and merchant fees) from every person who registered for the webinar.

Then, a few weeks ago, I had a chance to meet up with a guy at an event named Ted Thomas. If you’ve ever heard Ted speak, he’s a living legend. I’ve seen video clips of him at the end of his presentations where there are literally HUNDREDS of people following him to the back of the room throwing their credit cards at him. At this event, he was teaching a concept that I had heard about before, but didn’t really understand called “trial closes.” These are little statements you put throughout your presentations that will get people to say yes, and to nod their head in agreement throughout the presen-tation, so when you get to the part where you are going to sell, they have already decided to say yes!

After he explained that concept, I went to lunch with him and told him about my webinar. He then showed me a bunch of trial closes that he uses. The next day I went home, and spent a full day re-listening to my webinar… minute by minute and listening for places that I could insert a trial close. After a full day, I had 5 pages of trial closes… here are examples of a few that I inserted into my presentation:

1:05: Insert trial close

- so, are you guys ready for this?

- are you ready for this same change that is about to happen to you too?


- Would you like to learn this loop hole?

- Can you imagine what a shortcut this will be to your success?


- Are you ready to get started today? I know some of you were ready yesterday!

- If you want these results NOW… then nod your head YES!... I know I can’t see you, but I want to make sure you are participating

– it’s important, don’t you think? So nod your head YES!

Those are just a few examples so you can see what a trial close is, and how I would insert them. These are the times that I found you want to use trial closes:

1st – whenever you are transitioning from one thought or concept to another, use a trial close to get them to agree to the concept before you move to the next content section.

2nd – After every testimonial you want to insert one or more trial closes to get them to agree that they could see themselves doing it too.

3rd – After each major feature or benefit I inserted trial closes to get them to agree that they wanted those benefits.

It took a LONG time to record and insert each of the 5 pages worth of trial closes into the webinar, but after letting it run for 2 weeks we saw some very interest-ing stats. Our average NET profit we made went from $9.45 to $16.50 for each person who registered for the webinar! That was a HUGE 74.61% increase from adding in a few trial closes!

We are now going back to our sales letters, sales videos and other webinars / teleseminars and adding these into everything we are doing. I suggest looking at ev-erything you are selling, and look for places you can include trial closes!

nnnnn


Final Thoughts – on Andy Rooney

During the Info-SUMMITSM, the news of Andy Rooney’s death – just weeks after his retirement from 60 MINUTES, at age 92 – made it to the typed crawls across the bottom of the TV screen. Rooney wrote 1,097 features that he presented on 60 MINUTES over three decades, plus countless syndicated columns, several book-length collections of columns and essays, and before all that he wrote for others, notably Harry Reasoner at CBS News. He was an unlikely candidate for 30+ years of iconic prominence on television, by appearance, by disposition, and by his content itself, only oc-casionally about major events; mostly about everyman’s frustrations with everyday things. If you take the time to read Rooney, his endur-ing popularity becomes less a mystery. He was a very skilled wordsmith, but many are that. Rooney had the same ability the late, great copywriter Gary Halbert had to tap into and connect with the mind of the rank ‘n file man and woman, and to articulate their thoughts as they would love to articulate them. Rooney didn’t just write and speak to America; he wrote and spoke for America. Rooney also had the knack that Iain Calder spoke of at our Info-SUMMITSM, to know what would really inter-est people. (Calder told me that for 30 years at the helm of the National Enquirer he had schizophrenically been a middle-aged house-wife in Iowa.)

I have just cited two very specific success keys. Don’t zoom by them.

Iconic personalities – particularly literate ones, writers – who sustain popular public interest without interruption, over decades, do not grow by the bushel in the backyard, and their rarity makes them worthy of study. Paul Harvey, in this category. Regis Philbin, in this category – he retired in November, at age 80, after a 50 year career on TV featuring 17,000 hours of TV. They will be increasingly rare.

Today’s micro-fragmentation of media does not favor such careers. Today, truly anybody and everybody can have their fifteen minutes of fame. Hooray for reality TV and YouTube. But fifteen years of fame, or twice that, well, that’s not so easy. I am no Rooney or Harvey or Philbin, but I have certainly studied them and owe debt to them, in their providing of examples, strategies, tactics worth modeling, in pursuit of sustained popularity with an au-dience. Many reading this have been reading my output for 10, 15, 20, even 25 years. Quite a few buyers of the DNA/GAME CHANGERS PROGRAM in October this year first bought a Dan Kennedy product in 1980 or 1990 or 2000. Sure, much of my audience hangs around for a short time, and is fluid, and candidly, bluntly, from a pure business standpoint, must be mon-etized hastily. But a significant audience stays. And stays and stays and stays. And stays in-terested, engaged and responsive. This is not accident. The success at holding an audience’s interest over time enjoyed by Andy Rooney or Regis or, in more limited way, in a specific genre, me is product of deliberate intent. There is the development of a persona, a philosophi-cal point of view, and disciplined consistency with both. There is some ethic, some truth to the relationship built with one’s audience, day by day, over time.

A lot of people – surprisingly? – do not have deliberate intent. They actually don’t know what they are trying to do, be, become. What they are trying to be to their audience. If they have intent at all, it is that of the caveman hunter, without refrigeration, forced to hunt day to day, for each night’s meal. Their intent is simplistic, superficial and very short-term: to sell something, now. To eat, today.

Every business owner needs to think about this – not just authors or info-marketers. The most successful business owners do not just have customers; they have audiences. They do not merely rely on repeat patronage born of


convenient location, consumers’ habits, price or value advantage, or even clever advertising or marketing; they are able to hold the interest of their audience.

Personal, year-end note, for those keeping up with my racing. Not my best year, driving – the statistics as of Novem-ber 28th are 195 Drives, 7 Wins, 11 - 2nds, and 17 - 3rds. Keep in mind I’m driving in my spare time, getting 200 reps a year against full-time pro drivers, including 2 of the top 10 drivers in the country, who get 2,000 reps. But the stats are the stats. The larger picture: our stable substantially increased its activity in other states’ this year, with horses regu-larly competing in Pennsylvania and New York, and a number of horses purchased specifically for that purpose. Two were in stakes races, each with $40,000.00 purses, in Virginia, and finished 2nd and 3rd. Semi-nar and coaching groups who come to see me in Cleveland continue to get Evenings@TheRaces with backside barn tours, and many enjoy the experience. If you’ve visited, you know, at any given point, we have about 20 horses racing at Northfield Park, and it is

a much more complicated business than one would guess. A sardonic summary of the difficulty of the biz is in this cartoon I created, penned by Gold Member Vince Palko, who creates original cartoon and cartoon-driven online presentations for many GKIC Members.

DAN

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Put your success story in 1,000 words or less and send it to GKIC, 401 Jefferson Ave., Towson, MD 21286. Winning entries will be featured in future Issues of the No B.S. Marketing Letter and will receive your choice of either Magnetic Marketing for the NEW Economy or the Renegade Millionaire Marketing System.


Greg MilnerCEO & Co-Founder

Worldwide Salon MarketingAustralia

DIAMOND Membersince 2006

SalonHowTo.com

How a Broke Former TV Reporter Turned a Dumb Idea into a Multi-Million Dollar Niche Marketing System

Back in 2004 I was a ‘consultant’ - another word for ‘between jobs’ - eking out a living. I’d started reading Dan’s stuff around 2000 or 2001. But it was another three years be-fore I finally ‘got it’ - the ‘it’ being the difference between having something to sell other than my time.

I was dating a beauty salon owner. “I can’t find any advertising just for salons,” she moaned. I told her to go look some up online. There wasn’t any. So I wrote her a couple of ads. They worked. I wrote a couple more. They worked too, even better.

Furiously, over a period of several months, I created an information product teaching salon owners how to use GKIC-style marketing to grow their businesses. And ALL of this was as the result of studying, researching and analyzing the classic GKIC info-marketing model.

I made up my own list of salons and spas, right out of the Yellow Pages, and ran a multi-step direct mail campaign to fill seminar seats. Managed to get maybe 20 of them into a room. And damned if I didn’t sell $10,000 worth at that very first event.

Fast forward to 2011, and how life has changed. That early product - back then just a box of manuals sold in a one-off transaction - has now morphed into not just a much larger and slicker product, but a full-on coaching program, members only website, fo-rums and more. For FIVE times what we were selling it for back in ‘04. Plus continuity, immense pain of disconnection, multi-level membership etc.

The business grew so quickly we were named in the Business Review Weekly magazine ‘Fast 100’ list of private companies - growing at an average 48% per year over three years.

I made a ton of mistakes along the way, and continue to do so. But there are some things I’ve picked up through association with GKIC, even from afar, that have proven invaluable, and I practice them constantly.

1) Never, ever rely on one source of anything. We generate more than a hundred applications for Membership every month, from all kinds of sources; online, direct mail, newsletters, seminars et al. And we deliberately refuse membership if we even suspect a salon owner is going to be a pain, a ‘project’ client. Which is why we take only about 30 a month.

2) Always pitch the MOST expensive thing first. You can always downsell.

3) If something works, keep doing it till it stops. You’ll get bored with your marketing faster than the market will.

4) There’s ALWAYS more money in your database than you can think of ways of pulling it out.

5) Do a LOT of stuff simultaneously. Maybe only 14 out of 20 things are going to work, but you don’t know which ones, and it changes all the time anyway.

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What’s Going On With...No B.S. Certified Business Advisors

GKIC Local Chapter Meetings CHAPTER MEMBERS TALK

To contact your Local IBA go to www.dankennedy.com:

• LocatetheLocalChaptersIconalongthetopofthewebsiteand“click”• InsertyourGKICMEMBERnumberintheboxandclickSUBMIT. (Your number can be found on your NO B.S. Marketing Newsletter envelope and/or CD Mailing envelope).

• Selectanareaonthemapand“click”• AlistofNoB.S.CertifiedBusinessAdvisorswillcomeup• ContacttheIBAinyourareaforChapter/MastermindMeetingInformation


“IhavebeenaDanKennedyfanforalongtime.Recently,Imovedmy‘FollowUp’businesstoGlendale,CAfromWashingtonState.Tosayitmildly,Ihavebeenstruggling.IwasinvitedtotheGlazerKennedyInsider’sCirclelocalchaptermeetingatthePasadenaHilton.IwaspickedtobeontheHOTSEAT,whereyoutellaboutyourbusinesschallengesandgetfeedbackfromallthemembers.AfterattendingONLYONEMeetingandimplementingjustafewnewsuggestions,Ihavecompletelyturnedmybusinessaround100%,andI’vesetoffinanewdirectioninwhichIhaveallreadyseenresults.”

SteveDePiroGKIC/Glendale-Pasadena

“IfyouarejustthinkingaboutjoiningushereattheInsider’sCircleMonthlyMarketingSummitandyouhave‘stuff’holdingyouback,thenjoinus.Thisisagreatwaytobustthroughwhateverisholdingyoubackinyourbusiness.Thesechaptersummitswillpushyoupastyourpersonalboundaries---andthat’sgood.

Whenyoucometoourchaptersummit,youwillgetideasthatwouldtakeyouhoursandhoursofresearchtocomeupwithonyourown.Thismonthwasthemostawesomesummit.Ifeel500%morefocusedaboutmybusinessthanIdidjustafewhoursago.”

AnneMichelsenGKIC/Madison

“Bythelunchbreak,Ihadalreadyfiguredoutmyviewsofadvertisingwerecompletelybackwards.AtthebreakIcalledmyVal-PakrepandstoppedtheprintingonmyadsoIcouldchangethefocusofthemailing.”

RickStandridgeGKIC/Albuquerque

AZ Phoenix(East):12/14,1/11AZ Phoenix(West):12/14,1/11CA Glendale/Pasadena:12/13,

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1/17CO NorthDenver&NorthCO:

TBACO SouthDenver&WestCO:

TBACO ColoradoSprings:12/15FL Jacksonville:12/13,1/17FL EmeraldCoast:12/20FL Tampa:TBAFL Miami:TBAFL FortLauderdale:TBAGA Atlanta:12/13,1/10ID Idaho:12/8,1/12IL South&WestChicago

Suburbs:TBAIL Chicago&NWSuburbs:

12/19,1/16IL NorthernChicagoSuberbs:

TBAIN Indianapolis:12/9IN MichianaArea:12/6IN FortWayneArea:12/13KY Louisville:12/27MA Boston/NorthShore:TBA

MA CapeCod:TBAMA SouthShore:TBAMD Potomac,Rockville,

Bethesda,SilverSpring:12/14

MI S.E.Michigan:12/20MI GrandRapids:TBANM Albuquerque:12/13NV LasVegas:12/16NY NewYorkCity&All

Boroughs:12/8OH Cleveland/Akron:12/15OH ClevelandEast:TBAOR Portland:12/8PA Philadelphia:12/1&2, 1/5&6PA Pittsburgh:12/6,1/24TX Dallas/Irving:12/12TX TarrantCity/FtWorth:

12/13TX HoustonNorth:12/14,

1/25TX HoustonCentral:12/13,

1/24VA NorthernVirginia:TBAVA Charlottesville/

Harrisonburg: 12/9WA SeattleSouth:12/27,1/31WA Seattle/EastSide:12/6,1/3WA Ellensburg/Yakima:12/14WI Milwaukee:12/8,1812WI GreenBay,Appleton,

Oshkosh:12/7WI Madison:12/6

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IBA Profile

ChapterMeetingsareopentoallGlazer-KennedyInsider’sCircleTMMembersandyourguests.Inmostareas,youmayattendonemeetingfree.IfthereisnoAdvisorinyourareaandyouwouldbeinterestedinbecomingaNoB.S.CertifiedBusinessAdvisor,[email protected].


AZ Phoenix(East):12/6&15, 1/3&19AZ Phoenix(West):12/6&15, 1/3&19CA Glendale/Pasadena:12/16,1/20CA SanDiego:12/5&7CA YubaCity/Chico/Redding:

TBACO NorthDenver&NorthernCO:

TBAFL Jacksonville:12/20FL Miami/Ft.Lauderdale:TBAFL EmeraldCoast:TBAID Idaho:12/16IL South&WestChicago

Suburbs:TBAIL Chicago&NWSuburbs:12/7,

8&20,1/17,18&19IN Indianapolis:12/9IN MichinaArea:12/20KY Louisville:12/13MA Boston/Newton:TBAMA CapeCod:TBA

MA SouthShore:TBAMD Rockville/Potomac/Bethesda:

TBAMI S.E.Michigan:12/14NM Alburquerque:12/16NV LasVegas:12/16NY NewYorkCity&All

Boroughs:12/30OH Cleveland/Akron:12/6OH ClevelandEast:TBAPA Philadelphia:12/9,1/6PA Pittsburgh:TBATX Dallas/Irving:12/12TX TarrantCity/FtWorth:12/15

&20TX HoustonNorth:12/14,2/1TX

HoustonCentral:12/20,2/21VA NorthernVirginia:TBAWA SeattleSouth:12/14WA SeattleEastside:12/14WI GreenBay:12/13,1/17WI Madison:12/13,1/17

MORE CHAPTER MEMBERS TALK“WOW!Thatwasagreatmeeting,andthebenefitseemedtocomemoreafterthemeetingasImulledoverthethingswediscussed--andparticularlythehelpIreceivedformyownbusinessfromthesixpeoplesittingaroundme.Thereisnothinglikegettingtogetherwithagroupoflikemindedbusinesspeople.Ifyourexperienceislikemine,mostselfemployedpeoplearegoodtothecore,andmorethananxioustohelp.Aftertheluncheon,I’veputseveralhoursintothebusiness,andbelievethatfreeluncheonwillprobablybethemostprofitablecoupleofhoursI’vespentthisyear.Thanksforthelunch,notebook,andNoBSMarketingbook.Youareverygenerous.JustasanFYI,thatNoBSMarketingbookforNon-BusinessDirectMarketingBusinesseshadatleastthreearticlesfrombusinessownerswithdirectapplicationtomybusiness.ANDIhavefoundasourceofnewslettersformyowncustomerlistatasurprisinglyreasonablecost.IwanttopurchasesomemoreNoBSbooksinothercategoriesthatIamsurewillapplytomine.”

JimLandoeGKIC/Seattle

Brad Llyod

Brad Lloyd, Founder of Brad Lloyd & Co., ltd. Headquartered in Flowery Branch, Georgia (Lake Lanier). Award Winning speaker, copywriter, author, consultant coach and successful entrepreneur.

Prior to becoming an IBA, Brad started his company in 1991 from scratch. Taking over North & South Carolina, for the sales & distribution of a name brand casual furniture manufacturer.

The previous year the sales were only $220K. Only enough commissions to cover the over-head expenses. First year, broke the million dollar mark. Not surprising, more states were added immediately. Georgia, Alabama & Tennessee. A year later, I said if I’m going to stay in anymore hotel it’s going to be where I wanted to stay. Landed in Bermuda and Puerto Rico and said no more Alabama and Tennessee. Did love Nashville, yet hated the drive back from Memphis (578 miles home). Making for a late arrive Friday night.

The furniture business we very good to me (Shipping over 100 million is 17 years).

When the economy started to nose dive, much of the fun of a 100 nights out of my own bed quickly told me, enough is enough.

When to my first 3 day marketing seminar in Tampa, Florida in January 2008, put on by Ted Nicholas. At the time, known as the 6.5 Billion Dollar man.

Immediately, I was hooked on Direct-Response Marketing.

Spring of 2010, I met Dan Kennedy at the Dallas Super- Conference. Have you ever signed for something that offered two free months, and put a reminder iPhone to cancel your subscription before the automated charges went into place?

At the Super-Conference I was so excited when I found out the Atlanta IBA territory just opened-up, I landed on “Planet Dan” with both feet.

Wow! What an educational, trilling opportunity is been. So pumped for 2012 and what this experience is going to provide for my business growth.

If you are on “Planet Dan”, you know all about the feeling.

Happy New Year & Let’s all make it a prosperous year…

[email protected]

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Welcome New Glazer-Kennedy Members to

The PLACE For PROSPERITYHere is a list of new members who joined the ranks of GKIC in the past month.


MathieuRoyJohnCulkinJoanneGordonDanielStatherGerryZimmermanColleenGodfreyRikVillegasNatashaCooperQuinnBesterJamesKummerNeilCorkeAndreKrugerMichaelEcclesBobWithersMattMoranWmRingleCarolynHuffTomStLouisJimKreismanWilliamDiffeeMariaGayCarrilloClaudePhilipponKeionMillsapsJayOluckEamonnFitzgeraldDavidBennettMarounAssiMatthewNewnhamAdamuBalaDanielaKillusWilfredWatersStasysBieksaDavidBardonChadRichardsonBruceDunnanPaulBenoitDuvoisinJasonVanceMichelleStewartMarieGreenAndrewSoltowChrisSeraidarisDinoTartagliaMeizhenDangRjonRobinsToddSchlomerMichaelMarcusDenisHegarty

SuchinPanCoryBoatrightRickKernJustineErnstAshwinGandhiJosephMillerTimothyHearnKevinHeupelAdamBroughtonSonjaHastingsRussellJamesWilliamHutchinsonLauraCourageStevenAndradeElizabethHakansonGregParkGaryEdsonBobWestonMiltonLawrenceRyanMcLarenMatthewMotleyMarcyEttlingerChristopherMartinMaureenJaretSherryBonelliLeeWallaceMiguelTrianaJasonKramerJessicaSimkoQuentinChenEvelynSasamotoWesColemamCameronWellesDavidBarnesShaanYuhasBonnieVerbargDarrylGordonDirkYooNicholasLucasSteveHoustonStevenVillaverdeDarenFairbanksJimKambeitzDavidPhippsSharonBlauerJohnGibsonMonalisaPalacio

WilmaHoodTonyClyburnPhilUngerTrevorMcAlpineKarenWallinHarshBharwaniKellyKnightLorneSpriggRosalynBrinkmanJoseCuffiaMiraKneelandKristinaLoucaSemperPadronMatthewGoldenRonaldSmithEzinaLeBlancJayHobbsDanielFarrRobertClayvilleRobertStolarczukDennisWhittinghillJaneNewtonJimmyShataraTerrellHolmanJoyceMarshallHansJonassenWildmanSmithDanPutnamKarenThompkinsDavidHooverRichardMartinLesSluggettDaveKeysNeilKristiansonBrianSavicSusanLong-MolnarRoxanneTamayoLarryRyanAliceRiveraAshleyKaplanGregoryWrightPatricWelchDavidStricklandTieraSmartKeithAlbrechtJoyceKleinmanLarryPughPugh

TimBrassilRogerBishopJohnLarsonJulianCotoContessaAkinSuzanneMichaelNicoleSerraltaDavidSokolBrookeLeeKereyDeFreeseShariVoigtRichBachusDavidCoyleSteveAdamsMartyWarnerMistyO’ConnorStephenWalkerSueSullivanJeremyRicciDraughonCranfordElizabethTouchtonBrettCarmanKristinJosephStephanieRosskopfNickDonahueMarcoPesieOckertPretoriusIreneLiddleRyanBlomsterDanielBernsteinDavidSt.GermainKellyBensonEricHendricksonToddPallettLouisMillerJayWarrenYvetteBowlinLeonelGuillenEdwardEspinosaDarrellBalliBobMiguelJohnZambinoGinnyFontanaInfusionTestRonLefkowtizCheriThompsonJosephDaniel

RonBaginskiMichaelPetersMaryLennonDanielMilavecTrudiGriffithStevenCrossleyBonnieGreenwaldMichaelJacksonTylerFinkenGaryKaskowitzWilliamFienbergNickJacksonSandraHarrisMarkBlauKeithDorsonFrankieBurrowsDarrenMasonGuyCooperRollandBocetaDouglasMcPhearsonSusanInskeepLaVonneEdwardsSheriJoyceCarolJacquesKellyRobertsonSusianaLechiaraJohnCurtinTraciCarmanFerdinandEugenioBryanCardarelliBennyTurnerBillHigginsAnantVatsSandroPianconeElioOchoaChrisParsonsMichaelHarrisMichelleWeddleBillBissmeyerAnatoliyBuzikovEdFinleyLewisLewisTomBrancheauErikHansenRonnieJamesSkipOrthParisLove

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PUBLISHER

Glazer-Kennedy Insider’s CircleTM, LLC.PHONE: 410-825-8600. 9-6pm EST Monday through Thursday, 9-5pm EST on Friday. FAX: 410-825-3301.WEBSITE: www.dankennedy.comMAILING ADDRESS: Glazer-Kennedy Insider’s CircleTM LLC, 401 Jefferson Ave. Towson, MD 21286.EMAIL: If your email is in regards to your membership, contact customer service at [email protected]. If your email is in regards to an upcoming event, please contact [email protected].

EDITORDan S. Kennedy

Should you wish to communicate with Mr. Kennedy’s office directly concerning consulting, copywriting or speaking engagements,FAX: 602-269-3113 Phone: 602-997-7707

For extra information about Dan and his co-branded clients, special opportunities, and extensions of the Renegade Millionaire SystemTM, visit www.RenegadeMillionaireMarketing.com. For more information about Dan’s books: www.NoBSBooks.com.

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Titanium Info-MASTERMIND Member Benefits:• Three 2-day ‘closed door’ meetings where every Member will receive a minimum of 45-minutes to present what’s working and group discussion concerning growth opportunities within their business • Five 30-minute ‘one-on-one’ private phone calls with Dan Kennedy• DIRECTORY LISTING: You will receive a Business Listing, Business Description and “live” link to your website on the GKIC Directory Listing located on the Membership site at dankennedy.com• Copy CONFIDENTIAL/LOS• ALL of the benefits of GOLD/GOLD Luxury, DIAMOND Luxury, and Platinum Info-MASTERMIND Membership

Platinum Info-MASTERMIND Member Benefits:• THREE “2-day” Platinum Info-MASTERMIND Meetings personally facilitated by Dan Kennedy. Each meeting will include: 45-minute Business Hot Seats, “Crush-It” Contest, Affiliate/JV Opportunities Sign-up Session, Open Q & A Session, and Interesting Stuff Manual• Two “one-on-one” 30-minute “GET UNSTUCK” calls with Dan Kennedy• DIRECTORY LISTING: You will receive a Business Listing, Business Description and “live” link to your website on the GKIC Directory Listing located on the Membership site at dankennedy.com• All DIAMOND Luxury Member and GOLD/GOLD Luxury Member Benefits• Copy CONFIDENTIAL/LOS

DIAMOND Luxury Tele-Coaching Member Benefits• Monthly DIAMOND Luxury Tele-Coaching Call with Dan Kennedy and a CD of the call• Private Annual NETWORKING Event• No BS Internet Profits Report monthly newsletter• The DIAMOND Luxury ‘Members-Only’ Content Rich Membership Site• The DIAMOND Luxury Member 4-Page Hot Sheet• The DIAMOND Luxury Weekly Fax• DIAMOND Luxury Member Discounts• “Marketing To The Affluent” Newsletter• ALL of the benefits of Gold/Gold Luxury Membership

Gold/Gold Luxury Membership• Monthly No B.S. Marketing Letter• Monthly Marketing Interview on CD• Monthly Marketing Hot Sheet• Gold ONLY Call-In Hours• Gold ONLY Restricted Website• Continually Up-Dated MILLION DOLLAR RESOURCE DIRECTORY• Member Only DISCOUNTS• FREE On-Line Success Marketing Strategies• “Marketing To The Affluent” Newsletter (GOLD Luxury Only)

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visit www.dankennedy.com or call 410-825-8600.

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Ideas Of The Month

The PLACE For PROSPERITY™™®

On the Courage REQUIRED by Success

John Wayne said “Courage is bein’ scared to death but saddlin’ up anyway.”

Recently, at a dinner with one of my longest tenured friends, he said something provocative about me. He said, “No matter how many times you tell them you’ve got no talent – only highly developed skills, or your story of where you came from and how you got here, or reveal what you do, most people are thinking you MUST have some sort of strange secret that they don’t and maybe can’t ever possess, and they are sit-ting there trying to figure that out, instead of figuring out how to get from who and where they are to who they want to be and where they want to be.” He went on to say that he supposed they looked at other ex-traordinarily successful people much the same way. As if there’s a mystery.

John Wayne was born with the first name of Francis. He said that, because he figured he wasn’t a good enough actor to rise to the top in Hollywood, he developed a unique and marketable persona, creating for himself his trademark walk, his laconic style, his man-of-few-chosen-words act, even his squint. He’d learned to ride, well – something of a handicap for many other actors of the time, in getting starring roles in the then popular westerns. He’d learned to shoot, well. In short, John Wayne was entirely a product of his own making. That’s the truth behind most “super-stars” at anything, in any field of endeavor; they figure out themselves, they find opportunity, they manufac-ture their own selves and their futures. Sometimes, this whole thing is scary. I used to stop and think, often, albeit briefly, who the hell am I? – to be….tell-ing multi-millionaire business owners far richer than I that their advertising stinks like fresh cow dung on a hot day on the prairie, and that I’m a mile smarter than the gang of ad men and executives who can’t shoot straight that they’ve gathered up? Who the hell am I, to be charging one client more for one project than my father made working all year? Who the hell am I to be charging more per hour just to sit and talk with some-body than doctors and lawyers charge? (‘specially since I never set foot in college.) Who the hell am I to take the stage in front of 25,000 people on programs with former Presidents like Ronald Reagan, big-time CEO’s from companies like 1-800-Flowers, big-time entertainers like Bill Cosby, famous speakers like Zig

Ziglar? Who the hell am I to dictate the terms by which I do business and live?

Other people raise the very same ques-tion – who the hell do you think you are? – mostly behind your back, but sometimes to your face. At least that’s my experience. I think it’s most Renegade Millionaires’ experience. And it doesn’t end once you stack up impressive authority, credibility, experience or wealth. Facts have little to do with this. Many people find this criticism, others’ animosity toward them and, when necessary, confrontation with others scary. Many find having their every decision, initiative, investment, effort, performance visible and scrutinized scary. The world is overrun with loudmouth critics and skeptics, back-stabbing gossip mongers, pathetic losers puffing up their egos and importance by sniping at and tear-ing down others (instead of through risk and achieve-ment). I have a saying about racing: it’s easy to drive the replay. Most people rarely risk their self-concept, their self-image in any serious way. John Wayne did it every time he made a movie, ‘cuz critics and compet-ing actors and enemies were praying for a big, fat flop so they could crap all over him. Entrepreneurs, direct marketers, copywriters, salespeople, speakers, we put it out there, at risk, all the time. To Mr. Wayne’s quote: it isn’t that we’re not scared sometimes. We scare. We worry. We question and doubt ourselves. We’re cer-tainly embarrassed and humiliated sometimes and second-guessed and gossiped about much of the time. We get bruised and bloodied. The difference between Us and Them is, we saddle up anyway.

If you’re ready to saddle up and ride in a bigger way than you ever have before, but you have not yet registered for the SuperConfer-enceSM2012, the deadline is High Noon, December 30. There are some top guns coming who ARE going to challenge you and prod you to Be & Do Bigger Than Ever, like Dina Dwyer-Owens, who wrangles 1,500 franchisees, 2-milion customers and $800-million in sales a year…. Rabbi Lapin, who dares to preach the virtues of cre-ating personal wealth….my friend Larry Winget, author of such bare-knuckle titles as ‘People Are Idiots And I Can Prove It’, ‘You’re Broke Because You Want To Be’ and ‘It’s Called WORK For A Reason!’ Oh, and me, with three new presentations to raise your expectations and your know-how. If you skip this rodeo, frankly I just don’t get you.

santa’s sack is full! prosperity™ n b.s. · 2016-02-17 · page 1 in this issue - santa’s...

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