CH&LA Southern California Speaking Event – Top Ten Trends for Digital Marketing in 2017 and Beyond

Event: Southern California Hotel & Lodging Conference

Where: Sheraton Fairplex Hotel & Conference Center, 601 W McKinley Ave | Pomona California, 91768

When: Thursday, May 25, 2017 at 12:00am – 12:00pm

CH&LA and AAHOA have partnered to bring the largest one-day conference and trade show in Northern California to the Sheraton Fairplex Hotel & Conference Center this year. Each year over 450 hoteliers attend this special event to get educated on a variety of industry topics and to attend the trade show to see and buy the latest new products and services.

Click Here for More Info

About the Speakers:

Tammie Carlisle is a 16 year hospitality industry veteran who brings an extensive background in hospitality sales and marketing to Milestone where she is responsible for developing and maintaining relationships with hospitality clients and industry associations in the Western United States. Tammie has also spoken at several CH&LA and CABBI events and conferences in previous years. Tammie holds a Bachelor of Science degree in Economics from the University of California Santa Cruz.

Craig Carbonniere, Senior Business Development Manager for Milestone, is a 12 year hospitality industry veteran. He brings an extensive hospitality management background to Milestone and is responsible for developing and maintaining relationships with hospitality clients and industry associations in Southern California. Prior to becoming a supplier, Craig managed various hospitality disciplines for Grand Pacific Resorts, Interstate Hotels & Resorts, and The Walt Disney Company. Craig also serves as Vice President of Communications for his local HSMAI chapter and is known as a trusted advisor for developing hotel ecommerce strategy.

Source: Paid Search

CH&LA Northern California Speaking Event – Top Ten Trends for Digital Marketing in 2017 and Beyond

Event: Northern California Hotel & Lodging Conference

Where: South San Francisco Conference Center, 255 Airport Blvd | South San Francisco CA, 94080

When: Tuesday, May 23, 2017 at 12:00am – 12:00pm

CH&LA and AAHOA have partnered to bring the largest one-day conference and trade show in Northern California to the South San Francisco Conference Center this year. Each year over 450 hoteliers attend this special event to get educated on a variety of industry topics and to attend the trade show to see and buy the latest new products and services.

Click Here for More Info

About the Speaker: Tammie Carlisle

Tammie is a 16 year hospitality industry veteran who brings an extensive background in hospitality sales and marketing to Milestone where she is responsible for developing and maintaining relationships with hospitality clients and industry associations in the Western United States. Tammie has also spoken at several CH&LA and CABBI events and conferences in previous years. Tammie holds a Bachelor of Science degree in Economics from the University of California Santa Cruz.

Source: Paid Search

ADA Conformity: It’s More Than Just Lawsuits

You may have heard about the Americans with Disabilities Act (ADA), but do you know how it applies to your digital presence?

What is the ADA?

The ADA is a civil rights law that prohibits discrimination against individuals with disabilities in all areas of public life. The purpose of the law is to make sure that people with disabilities have the same rights and opportunities as everyone else. As part of the ADA, the law mandated that websites should abide by a minimum set of best practices to ensure that users with impairments would have equal access to the world-wide web. The challenge with the ADA conformity clause is that Congress did not establish any guidelines regarding what qualified as an ADA conforming website. Over the years, as the legal system has dealt with lawsuits related to ADA conformity and website access, courts have leveraged guidelines established by the world-wide web consortium (W3C), as guidelines by which to interpret the ADA conformity of specific sites. The W3C guidelines, known as the Web Content Accessibility Guidelines (WCAG) are organized in three different levels, level A, AA and AAA. The court system has largely held that websites must meet level A and AA guidelines to be considered “conforming.”

Why care about ADA?

The default answer, of course, is legal protection. Over the past few years a series of well publicized law suits have been brought against website owners, particularly small to mid-sized businesses, resulting in awards that range from as little as a few thousand dollars to many tens of thousands of dollars. While protecting your business from ADA lawsuits is a very viable reason to ensure your website is ADA conforming, there is a much larger issue at play. In fact, by not providing ADA access to your website, you are simply alienating the nearly 20%* of US

consumers who have some form of disability. Having ADA conformity on a business website is more than good legal advice, it’s smart business advice.

How ADA Impacts your site

Having established that ADA conformity is a good business proposition, what exactly do you need to consider before making your site ADA conforming? ADA conformity for websites is largely based on four core areas:

Visual How does the website work when visually impaired visitors arrive? Is it screen-reader friendly? Are there elements of the site that are only accessible with a mouse and do not have keyboard access?

Auditory Auditory conformity is largely focused on the interaction of audio and the user. Specifically, do any videos included on the website contain closed captioning?

Tactile Can users access your website without relying on a mouse? Is keyboard navigation of all items on your site, including carousels, possible?

Cognitive Cognitive conformity deals with issues around font size, color, contrast and accessibility for users who may have learning or interpretive impairments.

The ADA Opportunity

The fact that nearly 20% of Americans have some form of a disability should be of significance for any business. The challenge of ADA conformity for your website starts with protecting yourself from lawsuits. In fact, since 2015, in the hospitality industry alone, more than 240 lawsuits have been filed, many receiving awards between $10,000 to $75,000 per lawsuit.** When you consider the cost of updating your site, the benefits of becoming ADA conforming are obvious. There is, however, a second, more important consideration. ADA conformity is more than just about protecting yourself from suits. In fact, a website that is not ADA conforming creates a barrier to the 20% of Americans who have disabilities; becoming ADA conforming is not just safe, it’s good business.

Keys to conformity

There are three key considerations to ensuring that your website is ADA conforming: Technology, process, and design.

On the technology front, the most important question is about your Content Management System (CMS). Is your CMS capable of creating ADA conforming websites? Do you have alert-systems in place in the CMS that will flag when ADA conformity issues are introduced in your site? For example, when installing 3rd party applications website owners should make sure to understand the impact of these additions. ADA conformity is not a “do it and forget it” approach; modern websites are constantly evolving, changing, and being updated. It’s critical to have a CMS that is able to not only create ADA conforming content, but is also able to identify ADA problems in your website.

With the constant evolution of websites, having an ADA-friendly development process is also critical. If your website development is done in-house, you need to ensure that planning and testing for ADA conformity is a core part of your website design and development process. If you work with an agency or a third-party vendor it’s important that your vendor have a well thought out and documented process for creating ADA conforming content and checking for problems.

Finally, ADA conforming design must consider a whole set of subtleties and nuances that might escape the untrained eye. Once again, it’s essential to ensure that your in-house or agency designers understand ADA conformity issues and have had experience dealing with ADA conforming design.

Examples of Issues with ADA

To understand the complexities of ADA conformity, consider a couple of quick examples of some of the subtle changes that must be made to a traditional website to achieve ADA conformity:

  • Skip to content ADA conforming websites must provide a means for a user to quickly skip non-screen-reader friendly content like hero images and jump to the text part of your website.
  • Manual carousel control Website carousels may be popular and fashionable, but they can create problems for users who have disabilities. ADA conforming carousels must be manually controlled and avoid excessive use of animations.
  • Full keyboard control How much of your website can be controlled and used with just a keyboard? Having full access to all content without having to rely on a mouse is a critical part of ADA conformity
  • Screen reader friendliness Is your website friendly to people with visual disabilities? Is your content screen-reader friendly?
  • Field label problems Finally, consider something as simple and, seemingly, straight-forward as a form on your website. While placing field labels within the field may provide a “unique” look, it often makes the form unreadable for screen readers.

Getting certified

You can self-certify for ADA conformity. In addition, there are several third-party organizations that will provide ADA conformity audits to provide you with a full report, either confirming that your website conforms to ADA guidelines as of a specific date, or providing you with an audit of the changes necessary to become ADA conforming. There is no such thing as a “guarantee” that having an ADA-conforming website will provide 100% protection from lawsuits. It does, however, significantly lower your risk.


The issue of ADA conformity for websites is not new, and is not likely to go away any time soon. Any consumer-facing business, but especially location-based businesses like hospitality, retail, or financial-services businesses, should make ADA conformity a core part of their business strategy and of their website development process. Not having ADA conformity as a central goal of your website strategy, is simply asking for trouble, and sends the wrong signal to your client-base.



Source: Paid Search

Writing Headlines That Close In For The Kill… And Get It



Please raise your hand if you have ever been personally victimized by a headline.

By victimized, I mean it’s been waiting sneakily in your line of vision with baited breath, and as you gaze in its direction, BAM! it pops out, all 72pt and bolded, and even though you may only read a random word from its imposing sequence, your moving gaze can’t help but stop.

There’s an urgency within you, a burning desire to carry on reading.

And why is this?

Saying something of genuine importance and interest to the recipient usually succeeds. You say it with a headline”- Dan Kennedy, The Ultimate Sales Letter.




I’m not talking about the ‘how-tos’ or other generic headlines that don’t do the rest of their piece’s content justice, or in other cases are residing quietly at the bottom of the barrel.

No, I’m talking about headlines that have BODY behind them. Headlines that are so darn powerful, bound in flesh and pumped with blood that they evoke response from their recipients.

I’ll start with LENGTH. Long as opposed to short. At GKIC, we’re a fan of both. Take for instance, this long headline that was used to fill a seminar:

In Two Breathtakingly Intense Days, I Will Present Breakthrough Income, Wealth, Marketing And Success Strategies And Honest-To-God “Secrets” Exclusively For Professional Speakers Superior To Anything You’ve Ever Seen, Heard Or Even Imagined, With Their Value To You Assured By The Most Daring Guarantee Ever Offered By Any Seminar”

… but even a two-worder ‘Stocks Suck’ reiterates the fact that idea trumps form.

But length doesn’t just apply to number of words. It also alludes to TIME.

What your headline says and how it says it are absolutely critical. You compare it to the door-to-door salesperson wedging a foot in the door, buying just enough time to deliver one or two sentences that will melt resistance, create interest, and elevate his or status from annoying pest to welcome guest; you’ve got just about the same length of time, the same opportunity.


So, once you’ve come up with an idea for your headline (whether it consists of less than five syllables or more words than the Miami Dolphins’ NFL game on Christmas Day 1971 had minutes), you need to make sure your BENEFIT is super-clear… so that when given the time, your headline doesn’t go unread.

Think about dog sleds in Ottawa. Usually they lead with the strongest canine at the front, right? Apply this rule to your next headline; telegraph your BEST BENEFIT, the one that really sells your product/service, the one that is guaranteed to get the best reaction, and whack that in there among all those power words and all that punctuation.

For example…

You’re a toothpaste manufacturer. There’s lots of benefits of your new toothpaste that you could list, like plaque-blasting stats and gum health. BUT, what do people generally want? They want white teeth and nice-smelling breath. Insert the whitening stats and you’re onto a winner.

As I read more of Dan’s ‘The Ultimate Sales Letter’, I came across another piece of valuable content: ‘How To Flag A Reader And Let Him Know This Is For You.

One of the simplest ways to strengthen a headline is attachment of a Flag. The Flag is brief, as brief as a single word, stuck on the front of the headline, to reach out and grab the attention of certain specific prospects, by telegraphing that the message is specifically for them.

Here’s some headlines PRE Flag…

  • Corns Gone in 5 Days or Money Back
  • Guaranteed Weight Loss Up To 15 Pounds First 15 Days- With No Exercise
  • 28 Days to Healthier Gums


And what they read like once the Flag has been attached…

  • Waiters and Waitresses on Your Feet for Hours: Corns Gone In 5 Days or Money Back
  • Disappointed Dieters: Guaranteed Weight Loss Up to 15 Pounds First 15 Days- with No Exercise
  • Seniors: 28 Days to Healthier Gums


Or, to improve them even more, you can add a ‘Problem Flag’…

  • Foot Pain? Corns Gone in 5 Days or Money Back
  • Embarrassing Belly Bulge? Guaranteed Weight Loss Up to 15 Pounds First 15 Days- with No Exercise
  • Blood on Your Toothbrush? 28 Days to Healthier Gums


As you can see, there are specific elements to headlines that, when considered and implemented properly, can have a profound effect on THEIR effect. We all know the rule about problems- make sure you identify your prospect’s problem, agitate it until they’re almost begging for relief, and then offer them the solution.

Casual excited entrepreneur reading a letter with good news in a desktop at workplace

John Carlton reiterates my point in the 7th Step of his Simple Writing System:


And cue his famous one-legged golfer headline:

Want to slash strokes from your game almost overnight?

Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks and Slices… And Can Slash Up To 10 Strokes From Your Game Almost Overnight!

John’s steps to getting that all-important hook (which, when placed in your headline, makes your sales copy so much more successful) include gossip, opinions, rumours, common wisdom, myths, legends and competition. All of these are relatable between YOU and your prospect.

If you’ve Flagged your headline, you could add in a few impressive statistics that are relative to those prospects. It all depends on who you’re targeting and how much research you’re willing to put in.

People generally will try and NOT read your headline if they can help it.

Make sure they CAN’T help it!

Source: Dan Kennedy

Where are the Tutorials! + NAB 2017!

Yo Andrew! Where are all the Tutorials!?! A reasonable question actually.

I don’t have a simple answer but maybe I can share a bit of my process with you.

This year I’ve been working on a bunch of amazing content for Video Copilot! My goal was to dig deep into default plug-ins and try to find things that were NEW and interesting!

The cycle begins!

ACTUAL PROCESS From the last couple of weeks:

As you can see, every deviation would evolve into something new. This basically goes on until I feel like I’ve come across something that is new that is innovative and also LOOKS COOL! And while each step of this process would make a formidable tutorial, there is always something that will make it better.

The problem is that everything can be a little bit better. And perhaps this mindset is a bit of a curse for a guy that makes tutorials!!!

The truth is that I care a lot about making Tutorials. Genuinely. I don’t want to create another lightning tutorial, I want to create one that adds something new and challenges my skills as well.

There is a certain satisfaction from trying to use 100% built-in After Effects Plug-ins. And that is what I have been trying to do recently.

But I also get that it’s frustrating to hear “Coming soon” so I’ve been trying not to talk about things until they are done. The madness is not lost on me! But because of my tutorials “process” several weeks go by and THEN I really want to deliver a great tutorial. And now that it’s taking so long I want to make it even better! It’s a viscous cycle! Which makes bouncing back and fourth between projects very hard because if you have ever opened an old project after a while… there’s going to be some notes!

Needless to say, Tutorials are not dead, in fact this process has lead to some incredible techniques and content that I can’t wait to share! I just need to knock them out!

If you are interested, I recently talked a bit about this and other things with my friend Ash on the Collective Podcast!

BTW, If you are at NAB this week, please drop by the Adobe booth!


Electro-Shock! With sound! 100% AE! #no3rdparty #aftereffects

A post shared by Video Copilot (@andrewkramer) on Apr 21, 2017 at 1:23pm PDT

Source: Video Copilot

Get the Most Bang for Your Buck Out of the Customer Journey [Webinar]

Register for the complimentary Google and Milestone joint webinar on optimizing marketing spend in the customer journey.
This webinar will focus on three key areas of how the customer journey affects businesses today:

  • Understanding the customer journey
  • Consumer behavior in each stage of the journey
  • Measuring the customer journey to optimize spend

See how you can measure the direct impact of your marketing programs across the various stages of the customer journey and how to optimize your marketing spend to yield the best results.

Webinar Registration

Source: Paid Search

Drive Higher ROI from Your Website while Competing with OTA’s.

New Milestone CMS feature returns $21 FOR EVERY $1 YOU INVEST IN the Revenue Recovery Module

A hotel operates in an environment that is getting increasingly competitive. At the same time, OTA fees keep rising year-over-year. In such an environment, website conversion rate is always a key indicator to any hospitality business. On average, one third of visitors will begin a reservation but only 5% will complete the booking. In a study done by Sales Cycle*, 81% of people abandoned their travel bookings online. With the average hotel’s conversation rate around 2-3%, increasing conversion rates means directly driving the top line.

While these statistics may seem troublesome, the good news is that there is a compelling strategy that is available to help the situation. Over 30% of customers are willing to book the same day and over 50% within the same week. That’s an opportunity ripe for the taking. Milestone now offers a new feature as part of its award-winning content management system (CMS) designed to directly help business professionals like you take charge and drive higher returns from your existing website.


Our Revenue Recovery Module is one of the most effective ways of directly enhancing your bottom line and driving online bookings for your hotel. It is the only type of marketing communication that remains private while delivering a personal connection to your potential hotel guest. Most importantly, it has an opt-in process that turns it into absolute permission marketing.

1. Reservation Retargeting Email Campaign: Encourages the visitor to complete their original booking.

  • Emails are auto scheduled the moment a user abandons a reservation without converting.
  • Milestone will set up your email account, design your emails and develop your automated email campaigns.
  • Email campaigns are integrated with your booking engine.

Email captured during the booking process which will be used to send retargeting email campaigns to drive back conversions.


2. Reservation Reminder: The user can request an email reminder to book later

  • Milestone will develop for you an automated email campaign that are auto scheduled at the request of the user.

Email Auto reminder request


3. Reservation Abandonment Promotions: Marketing Promotion messaging displayed when users on your website display “exit intent.”

  • Milestone will develop for you automated site abandonment promotional messaging that will be programmed into your existing Milestone Marketing website.
  • Marketing promotion messages are triggered based on agreed upon settings and visitor interactions determined by client.

Marketing promotion banner



We tested these new features on our live customer websites over a period of 2 months to gauge the effectiveness of the campaigns and their ability to drive revenue and bookings and found that hotels could drive a relatively high conversion rate of ~6-8% and a ROI as high as $21: $1.

*Your results may vary **70% would NOT have returned on their own & is completely new business.

Your website is your key branding and eCommerce asset and it’s never too late to take ownership of your eCommerce strategy. At Milestone, we help over 2000 customers drive higher conversions and revenue. To learn more about the Revenue Recovery Module features and pricing, please contact us at [email protected], 408-492-9055 or



About Milestone CMS:
Milestone CMS is a next generation cloud-based content management system architected for high performance, consumer-facing web sites. This platform allows hotels, retailers and financial services organizations to rapidly deploy and manage websites, location pages and micro-sites with great ease and at a fraction of the cost of existing systems. Milestone CMS has been built around three core principles: speed, mobile first capabilities and compatibility with modern search technologies like voice search and machine learning. Milestone CMS allows companies to build websites that consistently score over 80 on Google’s speed tests for both desktop and mobile, and that are powered by innovative technologies like Google AMP.

Contributed by Gaurav Varma, Product Marketing Manager

Source: Paid Search

HSMAI Oregon Speaking Event: Top 10 Digital Marketing Trends in 2017

Title: Informing Members of HSMAI Oregon Chapter about the top 10 digital marketing trends in 2017.

Event: HSMAI Oregon Chapter Sales and Marketing Meeting

Where: Sheraton Portland Airport Hotel, 8235 NE Airport Way, Portland, OR 97220

When: April 20, 2017, 2:30 PM – 5:30 PM

Search marketing continues to change and evolve. Learn how to grow revenues using different digital marketing strategies – search, local, mobile, social media and more. In this fast-paced session, Tammie Carlisle, AVP of Sales and Customer Service at Milestone, Inc. will cover ten of the top travel trends in 2017. Voice search and artificial intelligence are just two of the topics that will be covered in this session. You will walk away with practical tips and ideas you can apply at your hotel to stay ahead of the curve.


About the Speaker: Tammie Carlisle

Tammie is a 16 year hospitality industry veteran who brings an extensive background in hospitality sales and marketing to “Milestone Internet Marketing” where she is responsible for developing and maintaining relationships with hospitality clients and industry associations in the Western United States. Tammie has also spoken at several CH&LA and CABBI events and conferences in previous years. Tammie holds a Bachelor of Science degree in Economics from the University of California Santa Cruz.


Source: Paid Search

The 10 Rules of Direct Response Marketing

If you’re in the Direct Response Marketing game, and you’re not already asking yourself, “what can I do to increase revenue FAST?” every minute of the day, then I urge you to continue reading.

Freelance direct response copywriter Dean Rieck says: “Response is one of the five keys of successful direct marketing. And if you have that, the other four don’t matter.

Simply put, Direct Response Marketing is designed to provoke an IMMEDIATE response from the customer, through clear CTAs (calls to action) and other techniques, in order to generate reactions and feedback while encouraging decision-making.

That’s all well and good, and to be honest it’s pretty self-explanatory, right?

Which is why we at GKIC make it our aim to arm marketers with every single tool they need to market efficiently, because although this process sounds simple enough, the ins and outs can actually be quite challenging.

Generating a direct response from consumers isn’t as easy as it sounds. Sure, lots of people are taken in by mediocre advertising, but if you REALLY want to make the big bucks then you need to master the following 10 rules (outlined by our founder Dan Kennedy in his book, ‘No B.S. Direct Marketing- The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing For Non-Direct Marketing Businesses’).


Think of these as the 10 Commandments! (in order to succeed thou shalt implement them wisely and then thou shalt get results…)

1. There Will Always Be An Offer or Offer(s)

NOTHING, I mean nothing, goes out your door without offers.

To generate a response from your consumers, you need an irresistible offer that is going to urge them into taking action IMMEDIATELY. What will you offer them? Is it going to be of value to them? How will it improve their current situation? Ask yourself these questions, and NEVER end a ‘conversation’ with your audience without making the offer.

Dan states that you’ll find a lot of businesses get by with ‘implied offers’. They’ll give all their details but won’t ACTUALLY say what it is they’ll do for you.

But what REALLY generates a response is direct marketing that tells the consumer how your product can enhance their life, solve their problems, make their day better etc, and the steps they need to take in order to reap the benefits.

THIS is how you make money.

2. There Will Be Reason To Respond Right Now

If you’re unfamiliar with direct-response copywriter John Carlton, I recommend you get familiar right now. A friend of Dan’s, John advises imagining your prospective customer as a gigantic sloth, unlikely to move, with its phone out of reach.

You need to think about this sloth when constructing your offer. Is a plain, mediocre offer going to cause that sloth to move, reach out for its phone and take action? Probably not.

Your offer should generate a direct response. That’s the whole point. I reiterate my point about providing value to your prospects- if you can truly convince them that investing in your product/service will answer their prayers and satisfy their current desires, then you’re onto a winner.

3. Clear Instructions

I’d like to turn your attention to Dan’s two sub-rules:

* Confused consumers do nothing

* Most people can follow directions

Anything you put together in your next strategy, whether it’s a flier, an advert, a sales letter etc, make sure the pathway to taking action is clear for the consumer…. “with high sidewalls (to prevent the prospect from wandering off)”.

If you’re currently sending things out WITHOUT clear instructions, STOP. Make some changes.

4. There Will Be Tracking And Measurement

3d rendering of an success concept

Dan says; “you need real, hard facts and data to make good, intelligent marketing decisions.

Do you want to make unintelligent marketing decisions?

Didn’t think so…

When making marketing decisions, it doesn’t matter what you and your colleagues think/feel etc. It matters what your AUDIENCE thinks and feels.

Tracking means accurately collecting all the information you need to determine what advertising is working and what isn’t, which offer is pulling and which isn’t, what marketing has traction and what doesn’t”.

Ultimately, you’ll be able to know what your ROI is for each dollar. As long as you get systems in place to capture all the data you need, and make the time to get a thorough analysis underway, then what seems as a confusing drag will start to become profitable and easier the more you do it… especially if your employees have a tendency to become lazy with or confused by the whole concept.

From now on, ye shall spend no dollar without tracking ROI”.

5. Branding As By-Product

If you’re the CEO of a giant company that is recognized worldwide, then by all means invest in brand identity. If you’re an entrepreneur investing your own capital, then take Dan’s advice- “focus on response and sales”.

Sure, you may actually build your brand without knowing along the way, which is awesome. But don’t spend time doing it on purpose. Dan states that there are many types of direct response ads that are designed to motivate qualified leads to step forward and take action, that succeed WITHOUT branding. All they need is a clear CTA and BAM, sorted.

6. There Will Be Follow-Up

There are fortunes in the follow-up. Most marketers make the mistake of only following up with a lead on ONE occasion.

But to be a SMART marketer, you need to build out a way to continue this follow-up with your prospects.

Imagine somebody refers you to one of their closest friends. Or a business fellow, perhaps. What are you going to do? Simply say ‘thanks’ and move on?


You speak with the person who made the referral, and you ask them for their closest friend or business fellow’s details, so you can approach them personally. Start up a sequence that involves a letter or email, with something free and valuable that is going to kickstart this new relationship.

No response? Send another letter or email. Keep at it!

7. There Will Be Strong Copy

I love this quote from Dan: “you can’t send a shy, timid Casper Milktoast guy out into the street to knock on a door of a home or walk into a business and beg in nearly a whisper for a few minutes of the prospect’s time. So you can’t do that with ad, flier, letter or postcard either. Send Arnold Schwarzenegger instead.

In a nutshell, your copy must be compelling enough to get your prospects to take immediate action. Your vocabulary choices should aggravate your prospect’s problems so much so that they can almost FEEL the pain, and then soothe them immediately with whatever it is you’re offering, and how it can solve their issue.

Think about your audience. Speak to them like they’re human beings (which they are…) in a conversational tone that hooks them in with power words, packs a punch and sticks in their mind.

(NOTE: for further information on kick-ass sales copy, I urge you to read another of Dan’s books “The Ultimate Sales Letter.”)

8. In General, It Will Look Like Mail-Order Advertising

Dan says that David Ogilvy once admitted: “only direct-response guys really knew what they are doing” and that HIS guys were guessing. Who would you copy?

The ‘G’ in GKIC, Bill Glazer, is a ‘master’ at using mail-order style advertising. Our two founders suggest making a swipe file of mail-order newspapers and magazine advertisements that show clear calls to action. Next time you construct an offer, flip through the file for inspiration.

9. Results Rule, Period.

From this moment forth, you are (if not already) completely, wholly, ultimately results-driven.

Nobody EXCEPT your customers is going to put money into your business and personal bank account. NOBODY ELSE. All that matters, is what your customers think. If you make sales, then your strategy has worked. If it doesn’t make sales, scrap it.

10. You Will Be A Tough-Minded Disciplinarian And Keep Your Business On A Strict DIRECT Marketing Diet For At Least Six Months

Last but not least…

Think of this as a regular diet.

Cut the crap.

Purge the junk.

Stick to a new regime guaranteed to get results.

If your new business diet consists of nothing but the previous nine rules, I promise you that your direct response marketing efforts will pull through. Don’t let anything toxic slip through the net.

As Dan says, “anything that doesn’t conform to the prior nine rules, do not let it in at all. Just say no. And bar the door.

Source: Dan Kennedy

Social Media Strategy: How Much to Spend and Where

While social media has become a mainstream marketing channel, there are many variables that hoteliers are not taking advantage of to increase their revenue. Unlike other mainstream marketing avenues, social media is not static, as platforms continuously find ways to increase engagement with both users and advertisers. As social platforms have realized their massive marketing opportunities within their user base, they have increasingly capitalized on their clearly defined users by providing advertisers access to them. Today, the popularity of social channels has created a “pay-to-play” model that leaves many business owners and managers perplexed as to which channels to focus on, and the right budget to allocate in order to maximize return on investment (ROI).

Organic Social Reach is Dead

Social platforms bring the promise of an enormous engaged base, with 78% of all Americans having a social profile. This extreme density of users leads to an oversaturation of content. Social media platforms use algorithms to provide consumers with a better experience by de-cluttering the massive amount of content, highlighting topics and information that is deemed most “relevant” to each user. Facebook began prioritizing popular posts in 2009, and has continued to tweak what users see based on preferences and engagement. In 2015, marketers were faced with a daunting challenge. Facebook announced that business posts would be displayed less often in user news feeds compared to friends’ posts. Today, only 2-3% of posts created by businesses are shown to their fans, a trend that is guaranteed to remain as Facebook has warned the organic reach of posts will eventually decline to 0%. Marketers can no longer rely on creating engaging, relevant posts that will be automatically fed into followers’ timelines, but must rely instead on paid campaigns. As Facebook, Twitter, Instagram and other social media channels expand on these practices, the need for well planned, well executed and well targeted paid social campaigns will become increasingly necessary.

Reach Your (Social) Customers

Consumers thrive on social media platforms, and tools are available to allow marketers to not only reach, but also to engage with these users in highly targeted ways. The biggest marketing mistake is to think your customers are not using social channels. Facebook alone has over 1.7 billion users. Marketers need to understand which channels are used by their target audience and how their audience interacts with each channel. For instance, a consumer could get dinner inspiration from Facebook on a daily basis, while using Instagram more sporadically to plan future travel. Pew Research Center has insightful research that allows marketers to better understand social platforms and their users. Once you have a solid sense of channels that are right for your business, it is time to identify advertising options to meet your goal. Is your goal to increase traffic to your website? To increase your page followers? Gain video views? Or perhaps you wish to increase engagement within your current followers? Having clear goals will allow you to carefully select advertising options to include in your strategy and assist in budgeting. The following advertising options are traditional for social media marketing and can fit into most social strategies:

  • Facebook Boosted Post – Allows you to get additional reach and engagement on a post. This ad type also includes a page like button, so if people like the content, they have the option to like your page. If you have a special or offer to share, this is a great option for it. Be sure to include a link for more information in your post.
  • Facebook Carousel Ad -This allows up to 10 images to be rotated in the advertised post and drives users to specific sites, pages, or apps. This can be done with a single image as well.
  • Twitter Promoted Post – This is like Facebook’s Boosted Post and it also has a follow button for anyone who wants to follow the business handle moving forward. One key thing to remember is to avoid using a hashtag on any promoted posts. If users click the hashtag, they may not be engaging with your tweet but you will be paying for that click. Instead, focus on the content that matters for you and include links to drive traffic to your site.

The options above are in no way a comprehensive list of social media advertising vehicles. We recommend reviewing social advertising options quarterly, as they are continuously changing, and budget to test the latest methods for reach and engagement. Since there are always new ways to reach your users, flexibility is crucial.

Target Practice

Targeting your preferred consumer has a direct impact on your budget. Advertisers are drawn to social channels due to their targeting capabilities. Businesses can target social users based on location, age, gender, interests, connections and more. Businesses new to social advertising should start broad, relying on the platform’s advertising system to see who responds well to published advertisements- the results may be surprising. The broad targeting can give a deep understanding of the type of users that engage with specific messaging, giving you an opportunity to later target those demographics uniquely. Travel, for example, tends to be a universal interest, so targeting only people that expressly state interests associated with travel will not lead to better results, just more marketing spend. The reason for this, obviously, is that the narrower your target, the larger the cost per action charged by the social channel. Rather than testing for narrow interest ranges, we recommend testing different ad options with varied audiences to achieve the best mix of advertisement and audience demographics. When measuring results, it is also critical to ensure your audience size and your result samples are large enough to make proper decisions. High click-through rates are pointless if the volume is insignificant.

Budgeting for Social

Your social campaigns should target current followers, they should aim to acquire new followers, and should also be used to test out new audiences and advertising methods. A huge benefit of social media advertising is that it is relatively low cost in comparison to traditional channels, making it an ideal platform for testing and measuring engagement. When developing a social media advertising budget, a good rule of thumb is to use 10% of your paid media budget (PPC) on social media. Drilling down further, divide your social advertising budget based on the channels that contain your target customers. Milestone recommends spending 80% of your budget on Facebook, which includes Instagram, a Facebook owned subsidiary. Instagram ads are developed through Facebook’s ad platform, ensuring maximum visibility. The remaining 20% of your budget should be spent on Twitter advertising. Focus your social budget on paid options that will bring reach and engagement. Most of these options still offer a “like/follower” option on the post. A little spend can go a long way. Milestone tested almost 100 of their clients with a $10 Facebook promoted post with excellent results:

  • 1,278% average increase in engagement
  • 456% average increase in reach

Average social media budgets vary by industry and audience size, however, it is common to allocate $1 per new Facebook fan. Salesforce released research regarding social media advertising costs, and the research shows the average cost per click is $0.65 in the United States. Some industries see an average cost per click as low as $0.16.

Targeting impacts your budget greatly; businesses pay more to target a smaller market versus a larger market. For instance, a locally advertised “weekend getaway” that targets audiences within 2 hours of a destination would have a much higher cost than a national campaign for a week-long stay. The reason for this is simply one of demand. Narrower campaigns like the first example require the advertising platform to discard a significant portion of their “inventory” to satisfy your demand. A broad national campaign, on the other hand can be more fully automated and can leverage a broad audience to display the advertisement. Tracking your ROI for individual campaigns becomes very important once you start testing out targeting and new social strategies.

If the social advertising options seem a bit overwhelming, businesses can opt to choose a daily maximum budget or a lifetime budget for social advertising. Choosing maximum budgets will ensure budgets remain constrained and do not grow out of control. Budgets can be set as low as $1 a day, but, of course, lower budgets must also be accompanied by adjusted expectations on results. Businesses fluent in social advertising often put a minimum spend behind each social post, knowing that without a spend the effort to create the post would be fruitless to a small organic reach. When businesses have more valuable content, such as videos, specials, or events, more spend would be suggested to reach more users.

Final Thoughts

There are many paid social advertising options available within the various platforms to begin or elevate your paid social strategy. Brands have seen such success with social media advertising that they have moved their paid marketing budget completely to social channels. Our recommendation is not to transfer your entire marketing budget to social advertising, but to consistently use paid social to increase your reach and engagement, and allow the flexibility to test out the latest targeting methods. The granular targeting capabilities of social platforms ensures paid social will remain a strong advertising channel and necessary for businesses. With the decrease of organic reach of social posts, businesses need to focus as much time on creating their content strategy as they do to promote their content.

Contributed by Nisha Thakkar, Director of Client Services at Milestone Internet Marketing

Nisha Thakkar is a Director of Client Services at Milestone Internet Marketing. She manages a team of seven SEO/Social Media Strategists that focus on the hospitality industry. She also leads the social media practice for the organization. She also manages social media training, paid social, the content marketing team, research, development of new ideas and all strategic social media activities for the client base. Ms. Thakkar works with her team to support SEO strategies and activities for Milestone Internet Marketing clients – including website updates, email blasts, listings management, analysis, reporting, etc. Ms. Thakkar has led a social media webinar for Milestone in 2016 (which is available on the Milestone blog). Ms. Thakkar can be contacted at 408-492-9055 or [email protected]

Source: Paid Search

5 Ways to Be Found – Online & In Real Life – Part 3

To quickly recap, your business has one or more physical locations that depend on people being able to find you both online and offline. The challenges you face are that customers don’t know you exist, they are unable to engage with you and they can’t physically find you. There are five steps you can take to begin the process of ensuring your business is found. Steps 1, 2 and 3 were discussed last week. This week we finish up with steps 4 & 5.

  1. Encourage reviews and gain trust

Having a presence in local directories and maps is a good start, but you want to go a step further to stand out from your competitors and gain the trust of your customers. Begin by putting images on your profiles. Nothing is more compelling than visual elements that showcase your business’s physical location. Letting your customers see who they are doing business with builds a level of comfort.

Interacting with consumers on social networks takes this even further by giving a voice to your brand. Show customers that you care and stand behind your products and services. Similarly, paying attention to what people say about you on review sites is also important. While positive reviews are always preferable, use negative reviews as an opportunity to build more trust. Reply thoughtfully and accurately to any concerns, showing consumers you care about their experiences.

While the benefit of trust is obvious from a human standpoint, there is also a benefit for search ranking. While the exact impact is debatable (and likely changes every year), as Local SEO Guide points out in its 2016 Local SEO Ranking Factors, “things like reviews and photos and having an Owner Verified (OV) profile correlated with positive GMB performance”.

Pro Tip: Utilizing commonly occurring words in reviews about your business (or your competitors) is a great way to come up with fresh content for your website. Common themes among paying customers are likely to be important to new customers too.

  1. Website structure

Tips one through four have focused on enhancing your presence everywhere but your website. However, to close the loop and really present your business in the best way possible to people and search engines, take some time to check on a few key elements of your website.

Start with the same critical NAP information you use for directories and maps. Make sure your business contact information is easy to find on the site. Put it in your footer as well as your contact page. Formatting this information with structured data ( helps to ensure that search engines also understand exactly who and where you are, and makes you more likely to rank well in voice search.

Verify that the content on your site supports the enhanced information you share in your listings. Do you talk about your business category anywhere? Are there sections of the site that discuss your unique selling points and value propositions?

And finally, make sure that your website provides a strong mobile user experience. Nothing derails a potential customer like clicking to your website on their phone only to discover they can’t actually see anything on the site or navigate without squinting and stabbing at tiny links that don’t go to the right places. Since Google announced they are moving to a mobile-first index, having the right structural elements like title tags, heading tags, and schema on your mobile site is potentially even more important than having them on your desktop site.

Pro Tip: Google offers a great free tool that analyzes your site and gives you tips on how to improve both mobile and desktop friendliness.

Measuring success

So you’ve done all the legwork and addressed the challenges. How do you know that it is positively impacting your business? Are you truly meeting both search engine and customer needs to drive more traffic to you?

Having a strong local presence will result in your business getting more online visibility for a variety of searches, as well as more phone calls, more clicks on Google for directions, and more people in the door. One of the simplest ways to measure the increase in impressions and phone calls is through Google Search Console and Google My Business Insights.

The Search Console shows over time not just how many clicks your website is getting, but how many impressions you receive in search. A person doesn’t necessarily have to click to become a customer: if the search result shows the information they need to be able to call or find you that is a win even without the click. Google My Business Insights take that one level deeper and actually track the number of times people click for directions or to call your business directly from your GMB listing.

Screenshot of an upscale boutique hotel in San Francisco’s Union Square district.

The GMB and Search Console typically only show data for up to 90 days, so you’ll either want to export data regularly, or use a tool like Milestone’s NAPtune that allows you to store your data so you can see bigger trends over time.

Once you have made the effort of creating a strong and accurate presence and are tracking your success, continue to drive those customer interactions by monitoring your presence and making sure your information remains updated wherever it can be found. The Internet is not a static document, so make sure you have a plan to monitor and maintain your business data across the web. Ensuring consistency through ongoing monitoring and updating of your profiles builds trust and awareness with search engines and people. Accurate information when customers want it, wherever they try to find it is the key to getting them in the door and winning their business.

If you have additional questions please leave a comment below, visit our website, or email us at [email protected].

For an easy to read PDF of this blog series, download the white paper5 Ways to Ensure Customers Find Your Business.

Source: Paid Search

How To ‘Be Somebody’ And Spark Your Sales

It is common knowledge that ‘celebrities’ are perceived as superior to the rest of the population.

They are highly regarded when it comes to ambition, opinion, latest fashion trends and even in some cases, knowledge, but the truth is; what REALLY makes them different from everybody else?

Take Cam Newton, the Carolina Panthers’ 27 y/o quarterback. He was ranked the number 1 NFL player for 2016- therefore a celebrity in his PARTICULAR FIELD.

‘Relativity’-speaking, Einstein was and STILL IS a celebrity in the field of science. More specifically theoretical physics.

What I’m getting at here is this- these people are ‘celebrities’ because they’re that damn good at something.

They specialize in a certain industry. Cam Newton is insanely good at football, and Einstein was/is a science genius. Swap roles, and their celebrity statuses would probably relinquish somewhat. My point is, they didn’t have to undergo a complete metamorphosis to become a completely different person- they became really skilled at something and that’s how people know who they are.

Remember Kenneth Branagh in Harry Potter and the Chamber of Secrets? His role as the narcissistic Gilderoy Lockhart gave us the quote; “celebrity is, as celebrity does”. Although most of what emitted from this egotistical character’s mouth was utter baloney, this quote does actually speak a lot of sense.

Which brings me to my next point…

Can this self-built celebrity status bring success in the realm of business and marketing? Yes, yes it can.

Our founder Dan Kennedy hit the nail on the head with his ‘8th Wealth Magnet’.

In No B.S. Wealth Attraction in the New Economy, he talks about how we already live submerged in a celebrity-obsessed culture and fame-driven marketplace… no matter what YOUR market and audience may be, it is almost certainly taken in by ‘celebrity’- as a concept AND the people it includes.

So by default, becoming a celebrity within your own business/industry is the key to making the big bucks, right?

Become a shepherd, and charge your sheep to follow you.

I’m not talking about becoming someone akin to the Kardashians, or someone who appears on Oprah. I’m talking about becoming a ‘local’ celebrity to your clientele, which (given how quickly and eagerly everybody laps up the whole ‘celebrity’ thing) will vastly improve your referral rates, sales and customer relationships.

How does one go about beginning this process?

Your ‘brand’ is what makes you famous, and should position you as the expert in your field. Make yourself the epicentre of your advertising… you don’t have to do this forever, but it would be prudent to begin with. Also at this point I urge you to sit back with a fresh page in your Moleskine and a new ballpoint, then make some swift notes about WHO you are and what you’re good at.

Once that’s been jotted down, start to expand on your notes and think about what makes you stand out from the competition.

Did you go for broke and hit the jackpot? Are you completely self-taught and resurrected after a disastrous failing? Did you spend time and capital investing in a risky idea, only for it to be the making of you?

People like to hear the ‘raw’, exposure story. People gossip right? And what’s more, they gossip about celebrities. If you go in with your story about how bankruptcy almost killed you until you jumped aboard the marketing ship and HEY PRESTO here you are today, they are more likely to buy into you AND your business.

Why? Because they might be able to relate. People want to hear about people.

Next, what makes you unique in the minds of your audience? How will they remember you, as opposed to every other Tom, Dick or Harry?

What’s something super-cool about you that isn’t necessarily an everyday fact? Did you visit Thailand and get blessed by a monk? Did you ‘find yourself’ on a journey of self-discovery through the Amazon? Did you get bitten by a shark during that fatal family holiday of ‘88? Did you meet somebody inspirational during college? Did you achieve at university? Did you lack any sort of prospect until reading a marketing book turned your life around?

I could go on forever.

Remember- making yourself a celebrity to your customers automatically sparks their interest.

Which is why it’s also a good idea to use other celebrities as part of your marketing strategies…

33% of U.S adults believe celebrities can make a positive difference to whatever it is they’re promoting.


According to a ‘Social Media Week’ study, one celebrity endorsement can spark an instant 4% increase in sales figures.

See what I mean?

Consider these other stats from the study- “In 1984, Nike launched what later became the most successful athlete endorsement campaign in history; the Nike Jordan shoe brand. In 2009, statistics showed that Jordan continued to boost Nike’s bottom line with the Jordan Brand taking 75% of the basketball shoe market, and a 10.8% share of the overall shoe market in the United States”.

If a celebrity is associated with it, it MUST be worth investing in. Harness the power of celebrity endorsements to make your business completely desirable.

Or you could BE the celebrity. That, readers, is the bottom line.

At GKIC, we do love a bit of celebrity profiling. In a previous post I spoke about our headlining speaker at SuperConference, Steve Spurrier. He’ll be taking to the stage with other business celebrities to give you their ‘raw’ exposure, and just what makes their businesses grow.

If you want premium access to the hot trends (and by these I mean super-successful spark-provoking growth hacks) that work for business ROCKSTARS right now, then make sure you grab your ticket… there are just 9 days to go!

Register here <<<

Source: Dan Kennedy

5 Ways to Be Found – Online & In Real Life – Part 2

Last week we discussed the challenges for businesses that need to be found both online and offline. To quickly recap, your business has one or more physical locations that depend on people being able to find you both online and offline. The challenges you face are that customers don’t know you exist, they are unable to engage with you and they can’t physically find you. So how do you ensure your business can be found in all the right places by search engines and people?

Have no fear! As daunting as those challenges can seem, when planned carefully in advance, there are clear paths to success. Here are five simple steps to ensure your business can be found:

  1. Create a database of accurate and consistent business information

The traditional vital pieces of information about your business are name, address and phone (NAP). However, as searchers and search engines become more savvy, additional pieces of data like your website URL, business category and hours of operation are equally important.

The first step in your process to being found is to make sure that inside your organization you have 100% accurate and consistent information about your business. This way no matter where that information goes, you can be sure that consumers are seeing the most accurate information available.

Pro Tip: Validate your street address against a national standard, like the United States Postal Service. Formatting it correctly in the first place can prevent errors down the line with directories that may use different standards from your internal organization.

  1. Clean your presence

Once you have your master set of accurate information, the next step is to find out where your business is already listed online. Gain access to those listings, fix any errors, and enhance the listings with quality images and content. Taking over existing listings is better than just creating new listings for a few reasons:

1) Creating a new listing without addressing older ones can lead to duplicate pages that confuse potential customers and the search engines

2) If anyone is already using the older listings, you want to enable them to keep doing so, but with more accurate information

3) While it may be a small factor, older URLs do tend to have a bigger impact on search rankings than new URLs.

You can find existing listings in a variety of ways. The simplest is to Google your business name and see what comes up. For more detailed analysis and deeper search into quality listings that can impact user behavior, you can use a listings management search tool like Milestone’s NAPtune.

Pro Tip: If your business changed its name or phone number, remember to search for that previous information as well. You don’t want old listings coming back to haunt you or your customers.

  1. Publish new listings in critical data amplifiers

Not all business listings are created equal! Since every customer is unique, you need to make sure your business is represented well in any place users can find you – from search engines, to maps, to mobile apps, to in-car navigation systems. While that could mean having to find and manage thousands of listings, a more efficient way to go about it is to identify the key data amplifiers – the handful of sources that collect business location data and power the rest of the internet.

By focusing on having correct information in these core data amplifiers – like Google My Business (GMB), Facebook, Infogroup, Acxiom, Localeze, Factual, etc – you can be sure that your accurate data is being pushed through a complex set of websites, hitting all of your key customer journey endpoints.

Screenshot of listings being managed by NAPtune

Pro Tip: While data amplifiers are a great way to spread your information exponentially, make sure to also build direct relationships with the directories/apps that your customer base uses most to ensure timely, accurate updates.


Stay tuned for next week’s post which will cover more solutions to the problem of being found online and offline.

If you have additional questions please leave a comment below, visit our website, or email us at [email protected].

Source: Paid Search

Kick Ass With Your Next BIG Idea

So many hats, so little time. Sound familiar?

I get it, we get it.

As a business owner you’re probably ALWAYS on the go, struggling to find five minutes where you can really take a moment, breathe (count to ten…) and focus on your business – let alone learn new skills.

It’s super-important to get fully-immersed in learning new skills and considering new topics. I mean, how else will you make mistakes and learn from them?

How else will you be able to talk tactics, formulate a plan of attack and really get stuck in?

Nobel Laureate Tim Hunt makes a valid point; “if YOU aren’t working pretty hard and totally immersed in the business at hand, somebody somewhere else in the world IS.

You have to beat them to the punch.

If you’re fully-immersed in your topic, your research will be thorough and rich in information, and your commitment will really show when it comes to seeing results.

Not only this, but the more you immerse yourself, the better you’ll get at being productive.

That’s all well and good when you have an idea to run with. But what about actually GETTING these new ideas?

In his book, “A Technique for Producing Ideas”, James Webb Young explains that while the process for producing new ideas is simple enough to explain, “it actually requires the hardest kind of intellectual work to follow.

He also explains that discovering new ideas is not the SOLUTION to finding more of them, but rather the need to mould our minds in the PROCESS of producing new ideas.

You can’t just sit around waiting for inspiration to hit you over the head with a baseball bat.

You need to be actively gathering the information around you, preparing your brain to make connections and gearing it up for a new idea to form.

Once you have a brand new idea, what do you do with it?

I’ve broken an example process down into these four stages:

1. Produce The Idea
2. Note Down The Idea
3. Organize The Idea
4. Put The Idea Into Action

It sounds pretty simple, and sometimes inspiration DOES hit you with a home run, but staying fully-focused will result in a breakthrough idea that, when implemented properly, could unlock a brand new goldmine within your business.

Getting to grips with the process of generating new ideas is crucial to what happens next. There are of course a couple of ways to give your brain a gentle shove into thinking up new strategies:

Drown It

NOT literally. That would definitely NOT be productive!

What I mean is, try overloading your brain with as much information as you can. You’ll find yourself approaching the next idea, and even if it fails at least the creative parts of your mind are on full alert for next time.


Don’t get attached to your ideas. They are not baby animals in spring! They are there to be manipulated, changed, added to, chopped, discarded if need be, all kinds of processes.

By not criticizing your own ideas, you run the risk of missing out on extra opportunities that may pass you by while your attention is elsewhere.

However… if you’re wearing too many hats, you may not be able to commit your time fully to each of these stages.

How many of BIG ideas get pushed to the back of your mind and lost forever because you simply DON’T have time to implement them? Do you plan time each week to simply “think?”

Many successful GKIC members tell me that they start off each morning or end each day simply thinking about their business and asking the question “What am I doing today to drive new business? What am I doing today to close new business? What am I doing today to drive new leads?”

Then on top of a daily check-in with yourself and your business – you can plan to have lunch with yourself while reading your newsletter, a book, or listening to an audio CD that will open your mind to new ideas that can grow your business.

And my favorite way to focus on the business, is to actually get out of the business, away from the day-to-day drama and invest my time and energy into learning new skills, honing my current skills and planning for the future. It’s why I love our F-A-S-T Implementation Bootcamp.

It is designed to give you 2 days immersed in our unique tools and ideas, away from the hustle and bustle of daily life with COMPLETE FOCUS and ZERO interruptions, for two straight days.

You can get all the details here – and join us on May 4-5, 2017 for our next Bootcamp!

Source: Dan Kennedy

Escape The Comfort Zone!

Every business superstar and entrepreneurial expert knows the importance of networking.

Not only can it help towards constructing a jam-packed list full of super-hot leads, but you never know where you’re going to meet your next business partner… or successor, if you’re looking to pass the torch and retire in luxury!

This is the ‘comfort zone’ for a lot of people. For others, not so much. Attending events and mingling with like-minded people can be daunting for those who are less confident, but this is a prime opportunity to really boost your profile both personally AND professionally.

‘Events’ can include a number of different scenarios; from seminars to workshops, to parties, conferences and product launches, they are all ripe with brilliant business minds, all there to meet others and exchange personal and professional experiences.

Take Jimmy Fallon. In just five years he progressed from a mere cast member of Saturday Night Live in 1998 to becoming a fully-fledged host of NBC’s The Tonight Show, with blockbuster appearances in films such as Taxi, Arthur and the Invisibles and The Year Of Getting To Know Us along the way.

How did he do it?

SNL’s producer Marci Klein took a liking to Fallon, and recommended he try and break into the show’s creator, Lorne Michaels’, inner circle at the after-parties. By stepping out of his comfort zone and going fully-loaded into thanking Michaels after every show, Fallon’s mingling efforts eventually paid off and the two struck up a unique friendship, which has helped Fallon throughout his career.

It pays to have friends in high places.

Networking has a number of benefits, some of which I will go on to discuss. It’s all well and good confining yourself to your office and reading up on everything you can to do with being a successful business owner, but that can get kind of lonely, right? Plus, how will you ever know what’s working for others?

For starters, networking helps keep your head in the game when it comes to current business trends. Gathering important information at events that are specifically tailored to your industry can push you strides ahead of your competitors. Sometimes, knowing the current trends but hesitating to act on them can also be rewarding. Knowledge is power! Your competitor may try something and it might fall flat on its face. Then you know what NOT to do.

Looking to expand your team? Is your business growing so rapidly that you need a few more bodies to get the job done? Going to events and getting to know different people is a great way to recruit your next marketing assistant, copywriter or even managerial position, for example. Holding conversations with prospective employees provides you with a golden opportunity to get your needs and team culture across, which in turn gives the recruit a chance to weigh up their ability with regards to your vacancy.

Need referrals? Again, moving around at events and introducing yourself to new people can be rewarding for your business, especially if you come across someone who has a problem that you can solve. Not only may you secure them as your next client, but they might just refer you across to someone else they know with a similar problem. Show me the money!

Now for the big reason. The reason why we at GKIC host events like these, full of knowledge, fun, exclusive activities and fresh tool and strategies…

To learn. Learning is something that should be a continual journey throughout your career. Attending events gives you the opportunity to absorb the insider information being shared with you by motivational speakers, marketing hotshots and business bigwigs… especially if they’re from the same ballpark as you are. What wisdom they impart may be just the key to unlocking a whole new revenue stream within your business.

Every year we put on several key events that are designed to help our members get PREMIUM access to the best words of wisdom in small business marketing today, on the topics that significantly boost sales. This year we not only have Info Summit to look forward to, but also our two upcoming events:

1. F-A-S-T Implementation Bootcamp

So many hats, so little time! If ONLY there was a way to implement your next BIG profit-making idea AWAY from the day-to-day distractions that drag you down!

Look no further. Buckle up and get ready to kick some ass at GKIC’s F-A-S-T Implementation Bootcamp, where you’ll learn shortcuts to success, campaigns and funnels that are proving to get results RIGHT NOW, and above all you’ll discover how to DO rather than just theory. It’s time to TAKE ACTION, for 2 days straight where you can really stay focused.

Check out our FULLY LOADED Bootcamp agenda here.

2. SuperConference 2017

We’re offering you the chance to take part in the crucial learning experience, for three days straight under the same roof as other people just like you. Why not see who you bump into? Maybe you’ll meet someone who has the experience with technology that will fill the gap in your business?

If you’re eager to REALLY boost yourself and push your profile out there further into the depths of business ‘mingling’, then I suggest you consider attending this year’s SuperConference.

Firstly, it’s not called ‘Super’ for nothing.

Secondly, this event is renowned for drastically changing the lives of its attendees, and giving like-minded people the excuse to come together and share everything that’s working for them… and this year, it’s Growth Hacks.

What more could you possibly want?

So take my advice, drop out of that comfort zone and get mingling. People aren’t going to approach you if you stand there at the back looking like a lost soul, are they? Nor will they get talking to you if you DON’T ATTEND.

Get involved and you could make your BIGGEST business breakthrough yet!

Click Here to register <<<

You can’t learn this stuff anywhere else.

Source: Dan Kennedy

5 ways to be found – online & in real life.

Does your business have one or more physical locations that depend on people being able to find you both online and offline? Perhaps you are a hotel, or a bank with many branches, or even a retailer with only two locations. Regardless of size, all businesses that depend on foot traffic to complete a transaction need to enable customers to make the leap from the digital space to the real world. So how do you ensure your business can be found in all the right places by search engines and people?

The Challenges

To do business these days, customers need to find you online first, and then they need to find your physical location. To ensure the customer experience is pleasant, the process must be seamless for the user from end to end. There are three main challenges that can break this process and result in lost customers.

1. Customers don’t know you exist

If they don’t know about you, they can’t buy from you. Consumers often start a purchase process with an “informational search query” – a broad topic to help get an idea of what information exists to solve a need. For local business, these searches frequently involve location words combined with a general purchase category, like “nearby hotels” or “ATMs near me.” When these broad searches happen, you want your business to appear so potential customers know you exist.

Remember, if customers don’t find you directly, they will either find your competitors, or be sent to third-party aggregators (like online travel agencies for hotels, airlines, rental and cars). Thus, at best you miss a chance at revenue and still don’t build a direct customer interaction; at worst, you lose a customer to a competitor.

2. Customers are unable to engage with you

Once potential customers know you exist, they likely want to learn more before giving you their business. There are a variety of sources for information, but being present and active in the ones you can control has a big positive impact both on your presence in local search and in helping people form opinions about your business. You earn trust for your business in a variety of ways, from ensuring your public profiles have rich descriptions and photos, to interacting on social networks and responding to online reviews.

3. Customers can’t physically find you

If you make it through the first two hurdles, congratulations! Customers know who you are and feel reasonably confident that your goods or services will fill their needs. Now they need to call, drive and purchase. Having the wrong phone number, address or business hours on your website or any major directory will quickly turn the customer from ready-to-buy into frustrated-and-going-elsewhere.

Next week. Some solutions.

Source: Paid Search

How To Create a LIFE You Only Dream About

What I’ve got for you:

I’m reading GRANT CARDONE’s book Be Obsessed or Be Average, and I have to tell you it is great!

What It Will Do For YOU:

This exercise will get you completely focused on what you want to do in your life.

How To Create a LIFE You Only Dream About …

In order to create a life you dream about – you need to ask the right questions.

What all know that the right questions lead to the RIGHT ANSWERS.

Here are the right questions (note: I wrote these down while listening to the audio book so they are not verbatim)

What Activity or Game Would You Like to Have?

What life game excites you right now?

What is so exciting that you would do anything to accomplish? i.e. Jump off a building to accomplish or drive through a wall?

What currently bores you?

What is the thing or things YOU have always wanted to do?

What don’t you want to do?

What causes you to forget to eat?

What have you been interested in since childhood?

Big Dreams?


What are you willing to do for NO money?

What are you willing to do for ridiculous money?

What would you like to do for a LOT of money?

If money had nothing to do with your life, what would you do with your time?

What amount of money would give you the security that you believe you need?

What amount of money would give you complete and total financial freedom?

What amount of money would you need to really make a difference in your family’s life?


What is the skill and talent you have that makes you better than anyone?

What are some of your native skills?

What have you always been good at?

What have you always been bad at?

What skills or talents that you had that you are ignoring?

What are terrible at and should ever be doing?

What are you doing that is a complete waste of your time and talent?

In what areas do others think more of you than you do?

What are some skills you need to develop in your life?

Market research

What is a product or service that routinely complain about?
(this is how Uber was founded – complaining about Taxi’s)

Look for the things you routinely complain about …

What is a thing or business idea you routinely have thought of but have not done yet?


What do you want to be remembered for 100 years from now?

What contribution can you make to society that you would be super proud of?

What do you want to make sure others never say about you?

Write down 5 successful people that you admire:

What are those people doing that you admire the most?

What to those you admire have in common with each other? Common Link or Behavior?

What do you have in common with those people?

If you could meet anyone dead or alive and spend time with them who would it be?

Who is the most supportive person in your life today?

Who are constantly reminding you that you are not achieving these things or that you can’t?

Who do you a have in your life that are achieving these things or who help support these dreams.


What makes you feel good? What activity makes you feel amazing?

What gives you a lot of energy?

What bores you and does not make you feel good?

What do you not enjoy or annoys or bothers you?

What are you doing that you later regret?

What bad habits do you need to stop and what do you need to start?

If you were to write a book, what would it be about?

What inspirational lessons could someone draw from your life?

If you knew you couldn’t fail – what would you do?

If you could be known for doing one unbelievable great thing – what would that thing be?

This exercise will get you completely focused on what you want to do in your life.









The post How To Create a LIFE You Only Dream About appeared first on World Class Media.

Source: World Class Media



Imagine cranking out 25 Videos per month and doing this super easily!

Here’s why this is so awesome. Videos are typically thought of as “HARD” but in fact videos are tremendously easy – if you do them all professionally and at the same time.

And video is 99.9% less competitive than any other type pf advertising!

My name is Charles – I’m the CEO of World Class Media, and in today’s FREE TRAINING you will learn WHY:

Register for this FREE Live Training here:

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Register Now For This FREE Training ...

Register Now For This FREE Training …

Simply enter your username and email below to get instant access!

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The post HOW TO ATTRACT IDEAL CLIENTS WITH FACEBOOK LIVE & VIDEO appeared first on World Class Media.

Source: World Class Media

How Mobile Marketing Brings Home The Bacon

The global supremacy of mobile marketing is forever increasing. It’s the 21st Century and almost EVERYBODY has access to a cell phone, pretty much twenty-four seven.

Smartphones have taken the world by storm and are now doing the jobs of what used to be high-tech computers, in less than half the time. The real hard evidence is this; SMS alone has 5.4 BILLION active users. For the savvy Mobile Advertiser, that’s a darn huge goldmine!

Mobile Marketing is a first-rate strategy for businesses who want to solidify their customer relationships, easily reach out and generate new leads, thus increasing sales and profit. While emails go out with the same intention, they tend to falter on the urgency front.

SMS messages are immediate, whereas the customer may not have their inbox linked to their cell. In this case, they won’t get the email until much later and could easily just drag it to trash.

Think about it- if you’re out on a business trip, or it’s your day off and you’re kicking back watching TV, if your cell pings you usually check it straight away. Take WhatsApp for example- the app has 900 million active users.

SMS marketing is incredibly adaptable, and can be implemented into almost any campaign. Take Reminders for example. If you’re hosting a Webinar, or you’re pushing people to schedule a call with you, sending them an SMS reminder is a good way to increase show-up rates AND profits.
If you’re dealing with customers who seem to have fallen off the radar, and you’ve been nudging them with unopened emails, an SMS message may just do the trick.
When customers opt-in to receive SMS messages from businesses, this method of marketing pulls in their target audience (those who are the most likely to buy the product or service). Another sure-fire way to skyrocket sales!

Since all the SMS messages going out to customers are instantly delivered, businesses are able to offer spontaneous deals and notify their customers of any sudden changes to usual deals. Some customers may have forgotten about deals available to them, so a bitesize SMS may inspire them to take action.

Here’s a breakdown of how an SMS campaign can work:

Send out an SMS offer that can take them straight to a landing page.

Once the customer has clicked the link in the SMS, a tag is automatically applied in Infusionsoft

If they progress to the purchase stage, another tag is applied and they cease to receive SMS messages.

If they don’t progress to the purchase stage, they can be taken out of the campaign. Still keep their details though- you might want to get them back on the radar.

Mobile Marketing also includes social media. 90% of Facebook’s daily active users get access via the cell phone app.

If you’re promoting your business through Facebook, such as a Podcast that people can subscribe to, why not advertise a reward scheme for your loyal ‘likers’ when they share your post on their own Facebook Timeline?

Seems like a pretty sound way to power-up your marketing strategies.

At GKIC, we love discussing different marketing tips and tricks that are guaranteed business-boosters and direct-response generators. Which is why this year’s SuperConference is one NOT to miss!

This year, “Growth Hacks” are what our hand-picked business rockstars will be discussing with you, including SMS and mobile marketing, plus SO much more.

We’ve got the Glazer-Kennedy combo out in full force, PLUS a load of bonus extras that will make your trip to Orlando simply the best.

So, if you want to supercharge sparks of growth within your business, find out MORE about mobile marketing and other ways to skyrocket your sales, make sure you grab your ticket NOW!

>>> Click Here

We’re about to arm you with PROVEN “outside the box” tools and strategies that are going to let you GROW your business without wasting your money or your time.

I’m serious, there is no other place where can get this stuff. Uninterrupted, under one roof, for just 3 days!

But HURRY… there’s less than 45 days to go AND tickets are selling out fast!

Secure your spot today.

Source: Dan Kennedy

Why We Listen To The “Head Ball Coach”

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If there’s anyone who knows the most about being the winner, it’s Steve Spurrier.

And with it being 50 years this week since Jacksonville’s “Steve Spurrier Day” on March 3 1967, it’s no coincidence that this Hall Of Fame coach is headlining our rockstar cast of stage speakers in April at SuperConference 2017!

We’re super-excited to hear his “motivational manifesto”, prepared to empower every small business and appeal to entrepreneurs across the globe, willing them to rediscover the “winning spirit” and how to think like a champion and peak performer that could ultimately transform their business AND their lives.

But why ELSE do we listen to the Head Ball Coach?

At GKIC, we love a renegade. Spurrier is a renegade. He fought against the tide when it came to the way he spoke to his team, the way he coached and the clothes he wore.

He was a controversial football outlaw who used different leadership methods, so it comes as no surprise that he served as Head Coach of three college and two professional teams, and was also a standout college football player, spending an entire decade playing professionally in the NFL.

There’s a guy who was never picked last for the team…

He graduated from the University of Florida, where he was the Florida Gators’ starting quarterback for three seasons. Famed for winning the Heisman Trophy in his senior season of 1966, he was inducted into the College Football Hall of Fame twenty years later.

On January 1, 1990, Spurrier returned to the University of Florida to become the Gators’ Head Coach. For the next twelve seasons, he led Florida’s program to success, including Florida’s first six Southeastern Conference (SEC) championships and first consensus national championship in 1996.

His wide-open offensive scheme (nicknamed the “Fun ‘n’ Gun”) continued to deliver at Florida, and his squads and individual players set numerous school and conference records.

On October 12, 2015, Spurrier retired as the winningest coach in both Florida and South Carolina history, and has the second most coaching wins in the history of the SEC behind only Bear Bryant.

Home is definitely where the heart is with this victorious super-star; in July 2016 after retirement, he became the ambassador and consultant for the University of Florida’s Athletic Department, returning to his college roots.

Which is why it gives me great pleasure to reiterate this… on Thursday, April 6, Steve Spurrier will be sharing his out-of-the-box traits that allowed him to “do it his way” and still have one of sports history’s all-time great careers… at our very own SuperConference 2017, Growth Hacks LIVE!

But that’s not all…

Our President at GKIC, Nick Loise, actually conducted an interview with our headline speaker about what makes SuperConference so unique, and why it’s super-important to attend. He’s just as excited about it as we are!

I am happy to announce that this interview is now available for you to check out for yourselves…

Spurrier Interview

Source: Dan Kennedy

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