Articles Tagged ‘Dan Kennedy’

The Constant Struggle

Tuesday, July 12th, 2011

ScottManning

Last month I had 2 major events (in time, preparation, and opportunity), 3 consulting days, 4 new clients, a launch of a new program of national scale and significant future implications, and a longer waiting list than ever before.

That’s just the stuff that’s new.

I won’t clog up your email reading time with the long list of ‘everything’ that I do that repeats and recurs every single month, including the revenue from it all.

It now takes me longer every week to handle communications and correspondence
(which I limit exclusively to Mondays, even if it doesn’t all get done) than it
used to take in a month, probably at one point, a year.

Heck, I know it sounds boastful and arrogant, but it takes me longer to account
for my royalty checks from clients than it used to take me to add up all the
money in my life. That’s good news for them too by the way, means they are
making money.

Anybody that tells you being successful is a parttime job…is unemployed.

I’m going to surprise you here, with what I say next, then, if you keep
reading, I’m going to tell you how all of this came to be…

I run down the list of “stuff” that takes up my time absolutely NOT to impress
you, rather to make a point:

I fight to stay on top of it every single day. Most days I win, but
not all.

Dan Kennedy has said many times the only difference between the rich and want
to or trying to (get the distinction) be rich, other than money, is the size of
their problems!

And the amount of effort required to outlast the daily struggle.

We struggle from the time, opportunity, frustration, fatigue, just as anyone
else does.

More so, because we work harder.

Bigger than that, we struggle read full article »

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement

Countdown to Kennedy (Dan Kennedy, that is); 17 days to go — Business strategy #15

Monday, June 6th, 2011

For those who are familiar with the marketing expertise of Dan Kennedy, you will be excited to know that he will be speaking in Indianapolis on June 23rd from 1-5pm.

His marketing strategies and business tactics are numerous and powerful. To mark the countdown to Dan Kennedy’s presentation on June 23rd, “RE-INVENT Your Business:10 Ways to DOUBLE Your Income in 29 days,” each day we will present one of Kennedy’s Marketing or Business Strategies, making 31 in all prior to his presentation.

Learn more about Dan Kennedy and his presentation in Indianapolis.

Dan Kennedy Strategy #15

Present Yourself with AUTHORITY
(Quotations from Making Them Believe, by Dan S. Kennedy and Chip Kessler)

Kennedy says to place yourself in environments conducive to creating authority. The very act of standing up on a stage in front of an audience and confidently and persuasively delivering a presentation has always given that person a grant of authority from the assembled audience, and always will. Obtain speaking gigs in front of service organizations, associations pertinent to your business, local chambers of commerce, and other groups likely to have business owners and managers. People have been conditioned from childhood to see such persons as authority figures.

Grant Yourself Permission To Create Your Own Credentials is another Kennedy axiom:

“In my business as a direct-response advertising copywriter, I’ve
long made much of proclaiming that I am the highest fee, most
expensive copywriter. It’s not a credential bestowed by or secured
from any institution or governing body. It’s based on my own
research, on copywriters’ published fees in professional directories
and at their web sites, and, as far as I know, it is true. It says much.
I have, incidentally, only a high school education-no college, and
have no other formally issued credentials related to the practice of
advertising. I’ve very rarely had that questioned. My self-created
credential is more powerful.”

Kennedy says, “Credentials that convey authority come in
many shapes, sizes and types. My friend and student, Diana Coutu,
has, for her pizza business, numerous ‘best pizza’ awards and ‘chef
awards’ secured from national and international competition, and
features them in her every ad, brochure, menu, web site, even on the
lid of the pizza box. Does her having secured these “honors” guarantee
the consumer a better-tasting pizza than may be available from a
competitor, and at a significantly lower price? Not necessarily. But
do these honors persuade some consumers they are getting a better
tasting and higher quality pizza? Yes. Do some consumers value the
bragging rights of being her customer and serving her award-winning
pizza to their friends? Yes. Does having these honors help her sell at
premium prices? Yes.”

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement

Countdown to Kennedy (Dan Kennedy, that is); 19 days to go — Business strategy #13

Saturday, June 4th, 2011

For those who are familiar with the marketing expertise of Dan Kennedy, you will be excited to know that he will be speaking in Indianapolis on June 23rd from 1-5pm.

His marketing strategies and business tactics are numerous and powerful. To mark the countdown to Dan Kennedy’s presentation on June 23rd, “RE-INVENT Your Business:10 Ways to DOUBLE Your Income in 29 days,” each day we will present one of Kennedy’s Marketing or Business Strategies, making 31 in all prior to his presentation.

Learn more about Dan Kennedy and his presentation in Indianapolis.

Dan Kennedy Strategy #13

Sell to PROPERLY PREPARED PROSPECTS

Or Set The Stage for Success

Or Sale Delayed, Sale More Easily Made

(Quotations from Making Them Believe, by Dan S. Kennedy and Chip Kessler)

Kennedy discusses his counter-intuitive approach to sales in which he delays the sales process:

“For many years, I’ve been utilizing an unusual, contrarian strategy, of deliberately delaying the selling, in order to better prepare the prospect for buying. I have gotten a few clients to use it, but most frankly resist it and won’t stick with it. I teach it, but I know most won’t accept it. The idea is that selling to a poorly prepared prospect is a stressful struggle for salesperson and prospect alike, so the entire process can be significantly improved by deliberately delaying the sales presentation until elements critical to a prospect’s readiness to buy can be put in place-such as trust, authority, category-of-one status, price or fee appropriateness.”

Kennedy tells how it works:

“My personal modus operandi has long been the delayed sale. So, for example, when someone called my office to inquire about booking me to speak for their company’s or association’s meeting, I never-repeat: never-either immediately jumped on the phone to engage that prospect, or returned a call or had a phone appointment arranged before delivering a package of my material and allowing a few days for its review. By the way, I sent a package including copies of my books, one of my audio cassette products, a professional brochure, a stack of testimonials, and some articles, with as much of it as possible hand-picked to be relevant to the prospect, and often with pages Post-It Note® flagged for that prospect. Most of my peers who became aware of my approach were terrified by it and wouldn’t dare use it, fearing the impatient prospect would simply move on to someone else and book them.”

Kennedy says that this delayed selling approach is “even of greater importance in selling situations where the hurdles the prospect must be helped over are, to him, quite high-perhaps price or significant time commitment or acceptance of something for which extreme skepticism or fear may exist.”

Take a look at strategy #12.

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement

Countdown to Kennedy (Dan Kennedy, that is); 20 days to go — Business strategy #12

Friday, June 3rd, 2011

For those who are familiar with the marketing expertise of Dan Kennedy, you will be excited to know that he will be speaking in Indianapolis on June 23rd from 1-5pm.

His marketing strategies and business tactics are numerous and powerful. To mark the countdown to Dan Kennedy’s presentation on June 23rd, “RE-INVENT Your Business:10 Ways to DOUBLE Your Income in 29 days,” each day we will present one of Kennedy’s Marketing or Business Strategies, making 31 in all prior to his presentation.

Learn more about Dan Kennedy and his presentation in Indianapolis.

Dan Kennedy Strategy #12

The Outright, No Strings Attached Free Offer

Kennedy gives us the low-down on the rationale for absolute, all-out, unrestricted free offers:

“Another consultant told me about a newly-launched restaurant that gave away free lunches for two weekds. No, not 2-for-1. free. No strings attached. And the business boomed ever since.

If Marriott Courtyards cuuld get a list of frequent business travelers who stay at Holiday Inns or Ramadas, they could afford to give every one of them a free night, no strings attached. Why? Their product is so superior they’d switch just about everybody over.

Some years ago, we did totally free seminars in our Success Trak Division. The only way we made money was if 65% or more of the audience so clearly saw the value of our expertise that they bought our educational systems. And we did, because they did.

Back in the mists of time, I tended bar on weekends. Our place closed a couple hours earlier than several bars across the street, so the “crew” usuallly went someplace together afterwards for a few drins, then someplace else for breakfast. One night, the owner of one of the across-the-street bars dropped in. “You guey have never been in my place,” he said, “but if you’d like to try us, I’ll buy your first two rounds of drinks any night you want to come in.” He got our business from then on. Nout just because of the freebie. But because he had a genuinely good product: a nice place with good music, stiff drinks, good-looiking barmaids, and good bar snacks.”

If you’ve got a truly outstanding product or service and can pinpoint legitiimately qualified, highly desirable customers, you might try the outright, no-strings-attached, free offer.

Take a look at strategy #11.

  • Twitter
  • LinkedIn
  • Digg
  • Technorati
  • Facebook
  • del.icio.us
  • StumbleUpon
  • Google Bookmarks
  • email
  • RSS
  • FriendFeed
advertisement