Category Archives: Content

Content

Psychology Tricks That Can Positively Influence Your Ideal Customer

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Writing copy to boost conversions is not something that comes easily without practice.

There are a number of things to consider when undergoing the task of writing copy. And the things outlined in this week’s post are NOT necessarily things you may have considered before…

Let’s talk about psychology-based copywriting tips. Tips that make your words latch onto your reader’s subconscious, which solidify the connection between you as you become the best provider of the solution to their problem… and thus the only logical choice.

First of all, your copy needs to be coherent. That’s a given. However, to make sure your words and syntax tally up to keep the reader interested and your connection strong, you need to include things I like to call ‘Coherence Flags’.

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  1. Coherence Flags

These are ‘connections’ within the copy. They connect ideas together for the reader, which prevents them from getting overwhelmed or simply bored when reading your copy.

Here’s an example from Nick Kolenda’s Psychology & Marketing article:

Your skin’s natural oils keep it silky and supple. As you age, it becomes less elastic and the production of oil slows down. Aging can cause dull, dehydrated skin.”

“Your skin’s natural oils keep it silky and supple. But as you age, your skin becomes less elastic and the production of oil slows down. That is why aging can cause dull, dehydrated skin.”

Read those aloud and you’ll catch my drift. The second phrasing is much more intriguing and interesting than the first. Coherence Flags are casual reminders within a sentence or paragraph that keep the reader on track, and (if you’re encouraging them to buy your product or service), more likely to choose you as the solution to their problem.

2. False Truth

The false (or illusory) truth concept keeps our brain from becoming overwhelmed with day-to-day decision-making by providing a smooth, easy alternative. Simply put- repetition matters.

humans-love-repetition

The more you reiterate the same concept within your copy, the more accurate it becomes in the mind of the reader, thus causing them to invest their belief.

This isn’t just about truth and lies… this is also a direct link to the know, like and trust elements of our relationships, or connections with our customers. Repetition also solidifies TRUST.

The next time you write a piece of copy, repeat the phrases you want your readers to BELIEVE and invest their time (and money…) in. Keep doing what you can to strengthen the connection between your words and your reader’s psyche.

  1. Positive Energy

This first tactic can be used by ANYONE if they want people to think about them in a positive manner. Even dentists use this as a calming mechanism when conversing with their patients (particularly the nervous Joes).

Your customer’s name.

Kolenda states that as human beings we have “implicit egotism, a natural tendency to be self-centered”, and so when we are addressed with our own name, we become naturally drawn to the source and thus more likely to pay attention.

Using your customer’s name when addressing them directly in your copywriting efforts will trigger positive energy, which engulfs your entire pitch and is proven to enhance the message you’re sending out.

One quick way to incorporate your customer’s name is in email subject lines. Say you’re sending an invite to your next Webinar, and the event takes place the following day. You could have the subject line as “Join me tomorrow, “~Contact.FirstName~?” When people look through their inbox, they are more likely to open an email that contains their name in the subject line.

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Another way to evoke positive energy is to offer freedom.

Sure, you’ve already got your OFFER, which is what you’re trying to sell using these psychological tips in your copy. But you can make something I like to call a ‘ghost’ offer; FREEDOM.

When your customers have freedom to choose, they feel less pressure, and are thus more reasonable when it comes to making buying decisions.

Typical ‘freedom’ phrases include:

It’s entirely up to you…

It’s your call!

The decision is yours…

Does [OFFER] meet your needs? You decide.

Can [OFFER] do this for you, too? That’s up to you…

People like to be completely in control of where they send their money. By appealing to them on a personal level AND giving them choices, you’re onto a winner.

  1. Rhetorical Questioning

We learn about rhetorical questions at a young age, but I cannot stress how important they are when you’re trying to strengthen the connection with your customer. They work. All the time.

They’re devious little phrases that jump out from the shadows acting all innocent in their endeavours, when in actual fact they’re accelerating the persuasive, trusting nature of your copy by miles.

They generate an immediate response from the reader by causing them to question themselves.

This isn’t a bad thing; human beings love questions. It’s weird.

Questions provide us with a narcissistic opportunity to clarify MORE about ourselves.

In your copy, rhetorical questions like ‘do you ever feel unappreciated at work?’ get us thinking, and we are more likely to read on to find out what the copy suggests as a solution (if the answer is yes, of course). Rhetorical questions can always be less specific, such as ‘do you see what I mean?’ (the reader then thinks ‘do I?’ and peruses the content AGAIN to make sure they do).

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In his Innovation Insights article, Josh Little says; Beyond being fun, quizzes are helping people simplify a complex world, understand their place in that world and convey their personal narrative.

The bottom line is, questions increase engagement.

  1. Texture

If you harness the power of textural adjectives, you give your copy more than just ‘body’. You give it physical ‘touch’. Want your words to grate your reader like sandpaper? Throw in a ‘coarse’ or ‘rough’.

In Kayleigh Moore’s Entrepreneur article, she explains the fMRI data collected from experiments shows that activity jumps in the somatosensory cortex when textural metaphors are used—but is quiet when literal meanings are used in their place.

This where you can consider the ‘surprise’ element of your copy. Surprising your readers with a textural adjective will trigger a better response than a bland colloquialism that they would probably be expecting anyway.

There are countless psychological techniques that you can apply to your copywriting. As long as you harness the above correctly and avoid overcomplicating your prose, you’ll definitely start seeing a difference in the response your copy generates.

 

Source: Dan Kennedy

Don’t Stop After One Email… Follow The Rules Of Engagement!

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In the best interests of your business, your marketing follow-up strategy needs to tick a number of boxes. The real money is in the follow-up. As a business renegade you need to focus on more than just your product and its sales… how you reach out AFTERWARDS is also crucial to success.

Bob Stone once said, “A follow-up to the same list within 30 to 45 days will pull 40% to 50% of the first mailing”. HOWEVER… sometimes, the follow-up can outstrip your initial sales efforts!

Here’s four pointers I think are important to consider when implementing your follow-up process.

  1. Relationships

Building long-lasting relationships is key to any business in our over-competitive marketing world. Simply having ordinary testimonials and case studies makes this difficult, because they are both quite impersonal.

You could send your customers social proof that increases the value of what you’re selling, such as video testimonials. Teach your customers about your business THROUGH success stories, and you’ll guarantee they’ll start coming back to you for more.

Calls work, too. When people can hear your voice, they are automatically drawn to you. Videos are more personal because people get to put a name to a face AND a voice.

video-testimonials

We always remember the ‘know’, ‘like’ and ‘trust’ elements of building customer relationships.

Following up with people on a personal level adds to each of these three elements, which boosts the value of your products and YOU as a business owner.

By considering this point, you can extend your customer relationships past the initial monetary exchange for the product. Who knows- further down the line you may hold a special offer, and the people who you spent time following up with could be the first to click ‘buy’.

Brainstorming Brainstorm Business People Design Planning

  1. Direct Mail

If you’re sending offline follow-up, take our founder Dan Kennedy’s advice and DON’T re-fashion it this way:

It never makes sense to me to denigrate your message by putting it into a “junk mail” format”.

A traditional envelope will do the trick. Humble, handwritten envelopes work, as do quirky wax seals and ribbon, and of course you want to make sure your direct mail stands out from the rest of the pile on the doormat. Size-wise, 9”x12” tend to work best, and also 6”x9”.

A white envelope is hard to beat. But that doesn’t mean you shouldn’t try to beat it, because if your envelope doesn’t get opened, your package doesn’t get read…“—Malcolm Decker

A spam letter opened with the contents on display

Think about it- how many times have you personally ignored an envelope addressed to you? Envelopes outperform other mail a staggering 80% of the time. Even if your recipient picks up their pile of mail and your envelope falls out, you want to ensure it isn’t left on the floor, or immediately discarded.

You don’t necessarily have to be offline for your whole campaign, either. A customer may have bought from you online, but sending an offline follow-up could solidify your relationship with them on a further scale.

And vice versa; your sales letter may have gone out in the mail, but your follow-up could be an automated email sequence.

The possibilities are endless.

  1. Q&A Option

No matter how thorough and concise you are in your sales efforts, there will always be questions customers have that you can’t cover initially.

Why not follow-up with a ‘Q&A’ process? If you have a customer care team, this can work perfectly to your advantage because your customers will feel able to reach out and find out more, they’ll receive personal treatment and thus will be more likely to remain a loyal customer.

For example… your customer buys your product. Wait a couple of days, and then send out an automated email that ‘checks in’ to see how they’re getting on.

Make it clear that if they have any further questions, they must feel free to contact your customer care team.

q-and-a-event-professional

  1. Most Importantly…

Nurture your growing fan base, or leverage an affiliate/membership system.

If you’re following up with people and building all these solid relationships, why not create a place for them to interact?

At GKIC we have a Membership program AND an Affiliate program. Our Membership spans over Gold, Diamond and Platinum tiers, for savvy marketers who want to get the very best out of themselves AND the GKIC learning experience.

Our Affiliate program gives marketers a chance to boost their income and success rates by selling GKIC products, which lets them profit from our founders’ high-profile reputations, ongoing support and perks such as weekly mailings and competitions to help them stay on top of their game.

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So there you have it, food for thoughts during your next campaign setup. DON’T hold back on the follow-up, as you can guarantee it will outstrip your original sales pitch at some point!

Source: Dan Kennedy

Sales Letter Secrets To Living Happily Ever After

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Crafting sales letters is something we are all largely familiar with. I’m sure you’ve buried your nose in plenty of materials guiding you through the standard ‘how-to’ steps that form the basic shell of your next sales piece.

(You can also refer to last week’s post, where I included reference to Dan Kennedy’s ‘The Ultimate Sales Letter’…)

Now for this week’s post. Which, I can tell you now, will NOT give you steps like headline, problem, solution, bullets etc. What I’m going to explore is the nucleus of the sales letter form, the technical stitching and underlying layers that add substance to what you already recognize as the steps to writing a sales letter… and how to tailor it to an EXACT audience.

Quite simply, your sales letter must be readable. If it doesn’t make sense, you won’t sell anything.

You need to consider a number of different factors when it comes to your sales letter’s readability:

*Sentence length: what’s going to read better? Reams of long sentences with too many clauses and badly-formed syntax, or short, easily-digestible sentences that get straight to the point?

*Correlation: how well do your promises correlate to what your customer avatar desires/needs?

*Paragraph length: note: lengthy paragraphs aren’t visually appealing to people who want to read through your letter and still have time to eat their dinner.

*Vocabulary choices: do your words paint a compelling and irresistible picture in your reader’s mind? Do your words pack a punch? Can readers still understand what you’re saying?

When you sit there and think about your audience, do NOT (I repeat- DO NOT) assume they’ll understand your letter at the same level you do when you write and edit it.

Remember- not everyone in the world is a competent reader… while you may have majored in English at university, others may have found their niche elsewhere, such as math. Some people will read your letter and struggle with some of your phrasing.

This where you need to find equilibrium between your words and their effect. Use power words in your marketing efforts, but make sure your writing isn’t over-complicated.

Words matter. So many people I speak to who studied English at college say the same thing; there’s always a better word. For example, why label your lead magnet as merely a ‘workbook’ when you could probably sell more if you called it an ‘expert guide’?

Think about your verbs. If your offer includes a set of DVDs that help people learn more about starting their own bakery business, don’t say ‘learn’. Say ‘discover’, so when people read it they think less about ‘learning’ as they did at high school and more about ‘discovering’ something new and awesome that can make them lots of money.

Now, reiteration is something that constantly crops up when it comes to selling. Reiterating the offer, reiterating the unbeatable price if taken advantage of today, reiteration of why this product will solve all their problems.

When writing a sales letter, reiteration can prove to be successful when harnessed and leveraged in the right way. Again, I urge you to find dynamic equilibrium. Repeat, but not to the point where your reader gets sick of your words and promptly discards your letter into the trash.

You could make your claim in your headline. That’s the first instance taken care of. Then, you can reiterate in the following examples:

*In the bullet points (re-phrased)

*In the testimonials

*In the offer

*In the guarantee

*In the title for the order form

*In the P.S

 

Finally, I bring your attention to a major factor that influences the writing of a sales letter for a specific audience. Dual Readership.

You’ll find half of your recipients will fall under the ANALYTICAL category, where they take the time to read through long copy, make logical decisions based on statistics and facts, spend time musing over the testimonials and only take action when they’ve been provided with an avalanche of information.

The other half are IMPULSIVE; people who skim read, look out for the large bolded headlines, highlighted words and phrases, photographs, celebrity social proof and are stirred by emotional pulls.

Got an important promise embedded in a short paragraph? Underline it. Maybe highlight it too. Every heading and subheading can benefit from being emboldened. Italicize other words and phrases that you feel serve a bigger purpose in your selling endeavours.

In order to appeal to both readership paths, you must again search for and nail the appropriate balance. Your sales letter should offer enough information to satisfy the analytical readers, but not so much that the impulsive readers give up.

I recently sent out a piece of sales copy to a list of people, who we at GKIC have invited to attend our upcoming bootcamp this month. How did I lay it out? Completely handwritten, with titles written in a thicker pen. In fact, my opening headline was ‘I Don’t See Your Name On The GKIC Bootcamp List???’

 

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Every so often I underlined words and phrases, such as ‘HUGE mistake’ and ‘This really is for everyone’. I even added appropriate strikethroughs when explaining how much money people have made from our bootcamp strategies. It’s these little touches that both the analytical and the impulsive notice.

As my P.S, I used the reiteration tactic; ‘you’re probably wondering why I sent this as a handwritten letter? In a plain envelope? I did it because it’s one of the most successful formats that has now been used in over 100 different business categories… at the bootcamp, I’ll tell you more about it.’ A successful way to drop the subject of my entire letter into the close!

I’m going to leave you with two things.

Firstly, a quote. Sean Platt discloses in his article ‘5 Reasons Why All Freelancers Should Learn To Write A Sales Letter’; “Sales letters are roads paved with words which lead buyers to solutions, sellers to profit, and writers closer to their happily ever afters”.

You, dear friend, are both the seller AND the writer. Get your sales letter right and you’ll profit AND live happily ever after.

Secondly… an exclusive announcement.

At GKIC we’ve been working really hard to make our mark across another content channel; Podcasts.

Podcasts provide an excellent opportunity for busy business enthusiasts to tune in and listen to your strategies, whether it’s on the subway or in a cab, getting ready in the morning or relaxing last thing at night.

Introducing our very own podcast:“The Small Business Marketing Hour: Hosted by GKIC

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We don’t want to give too much away… so why not check it out for yourself?

Available now on:

*iTunes

*Sticher

*TuneIn

*Google Play

*Soon to be available on I Heart Radio (May 21)

Tune in and give us a listen.

gkic.com/podcast

Don’t forget to subscribe…

 

Source: Dan Kennedy

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

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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.

 

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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.

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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:

‘Hooks’

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

The 10 Rules of Direct Response Marketing

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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’).

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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?

NO NO NO!

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

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.

And…

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

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.

Self-Critique

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

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

How To Create “Endless Chains” of Referrals

The other day I ran across an article that offered advice for Valentine’s gifts. The author started by saying that most gifts come up short—either hollow or too cheesy. The article also talked about what husbands really wanted.

Before your mind goes off wandering in places it needn’t, it’s the same thing that is at the core of every business. It’s what we want from every client, customer or patient and it’s what you must strive to get from them to be a leader in your field with more business than you can handle.

I’ll reveal what it is shortly, but first I want to issue a challenge to you.

A challenge that has the power to transform your marketing, prospecting and presentations…and ultimately your business.

The challenge is based on something called “The Endless Chain of Referrals.” I first heard about it from Paul J. Meyer, a famously successful insurance company developer, who went on to create the Success Motivation Institute (SMI) who for decades have been a leading force in sales and success training and publishing.

Paul’s premise is that you never need to be without a good prospect as long as you have just one client, unless you are inept at trust.

In other words, every client should beget another.

I made this challenging concept a major part of my own business approach. In my own professional practice, I have over an 85% repeat/reoccurring patronage factor and nearly as high a referral rate.

2 million dollar clients (in fees and royalties) have been brought to me by other clients—not just told about me—brought to me.

This reveals how effective I am at creating and managing trust.

When a client brings a business peer of theirs to me, they know that person will be risking $100,000 or more on my advice and work-product, and if that person has an unsatisfactory experience, the client who brought him will hear about it. Endlessly.

This is a critical fact few marketers grasp. There is risk in referring. Even more risk in hand-delivering clients to you. Greater risk than there is in doing business with you.

The trust hurdle becomes increasingly more difficult as prospects ascend from buying from you to referring clients to bringing clients to you. In other words, it’s easier for a client to trust you enough to make a purchase from you, but it takes a higher level of trust in you for a client to refer someone to you through word of mouth. And yet an even higher level of trust for them to actually bring clients to you.

So my challenge to you is to look at your true statistics. How many “endless chains” do you have?

Building endless chains of referrals can transform your business. A copywriter I know was in the early stages of building her business. She received a call from a potentially career-turning-point prospect. We’re talking about the kind of client that makes you seem like an overnight success to onlookers and would easily add six figures to her bottom line, if not more.

The potential client told the copywriter that she had spoken to several business associates about who they used for copywriting projects. She proceeded to list an impressive list of well-known marketers in the copywriting and marketing world then she said, “But the recommendation I received for you was by far the best, so I called you first.”

That copywriter knew something about creating trust.

Acquiring new business is one of the toughest challenges businesses face. Asking the question “Where can I find clients?” is the wrong question to ask. The right question is “How can I construct a business persona and life so that clients seek me out, with trust in place in advance?” (In No B.S. Trust-Based Marketing, I discuss the ways to demonstrate trustworthiness to clients and offer a master checklist of trust triggers.)

Building chains of endless referrals brings you more and better clients to your door and helps you attract only those people who are interested in what you are selling. You must have trust in place to do this.

And by the way, if you haven’t figured it out yet, the article I mentioned at the beginning suggested that what husbands really want is for you to trust him.

If you do not have clients bringing you good clients, customers, or patients, a number of which repeatedly bring you new ones, and endless chains of referrals emanating from clients, you won’t like this, but you are failing.

There’s something wrong. You are creating only enough trust to get customers, but you are NOT creating enough trust to multiply those customers. Don’t BS yourself. Statistics are reality. If they are harsh reality, do something about them.

 


Source: Dan Kennedy

Common Productivity Drain Holes And How To Avoid Them

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This is a continuation of last week’s blog The Value Of Being An Extremist. This week we’ll be focusing on the most common things that can drain your productivity and what you can do about that.

Common Productivity Drain Holes

  • Doing the wrong work
  • Poor priorities, ranking, organisation
  • Not know where the money actually comes from
  • Some things should not be done. Some things should not be done now
  • PROCRASTINATION IS BEST AT CERTAIN TIMES
  • Others’ urgencies VS. your agenda

Failure Environments (VS. Success Environments)

  • Workplace VS. Social Club
  • Temptations
  • Absence of needed resources
  • Not conducive to efficiency or effectiveness
  • LOSS OF ABILITY TO FOCUS

Here’s your most common productivity drain holes. Number one doing the wrong work altogether. A lot of people don’t know where their money comes from so they’re doing low money work. It’s surprising how many people don’t know where the money is in their business. They may have opinions, they have ideas, but they do not have facts. And that means more often than not they are doing the wrong work.

I start asking math questions. How many calls? How much is it costing us to generate a call? What is each call coming into the office costing you? That’s simple math, ad budget, PR budget, everything you’re spending out there in the marketplace divided by the number of calls you get– now we know how much each call cost. My next question is conversion percentage. How many of these calls get converted to appointments? Which obviously tells us how much it cost to get an appointment. And then how many appointments turn into clients?

Which gets us to cost per sale, which is where we want to get. What’s your call-to-appointment success rate? What are we doing about the people we don’t book appointments with? Now there’s the big opportunity.

Second big productivity suck, your environments. For me it’s donuts. Candidly, like anything else, if I made that my life’s work, and dedicated all my mental and emotional resources to creating disinterest in or aversion to donuts I know how to do that. And I know the NLP stuff, I know the pressure points stuff, I know the visualization stuff, but here’s a truth for all of you: no matter how much willpower and self-discipline and motivation you have, there is a cap. You’ve only got so much and what you choose to spread it around on and use it on ought to be important. For me this is too difficult a hill to climb, it will suck up too much of those resources, and take them away from more important things so it’s easier just not to put myself in a Dunkin’ Donuts. It’s easier for me to just try and stay out of the environment. I just try not to go where they are right in front of me.

Your environments are full of temptations; everybody has their own problem with this. For you it might be your iPhone, for me it’s donuts. You’ve got to know what it is, you’ve got to be in a place that is conducive to what it is that you want to accomplish.

There are now resources for your internet addiction. I’m serious. There is a thing now called Rescue Time, which is an online time management tool which you can pre-engineer to nudge you back to work. When it catches you at YouTube, you can tell it only let me be at YouTube for three minutes and then shock my testicles. That’s actually how it ought to be read in my personal opinion, but it doesn’t to that. It just shuts down YouTube and beeps at you or something. Or you can block the internet altogether for a pre-set period of time so you can manage to actually work on your computer without running around the internet.

Common Productivity Drain Holes

  • Poor, undisciplined work habits
  • Lack of preparation
  • Too often starting from scratch & blank state
  • Disrupted rhythm (VS. clumping like activities together)
  • No-appointment access
  • Unscheduled work activities

No rules & no training for those who you interact with

  • Reluctance to making demands on others… to be perceived as tyrannical, arrogant, unreasonable – reluctance to be criticized
  • Tolerance for Time Vampires
  • Inability to say No or “This is UNACCEPTABLE”
  • Standards, procedures, process (VS. random or situational)
  • Incompetent and/or ineffective people around you
  • Emotionally needy people around you

Three, poor undisciplined work habits. Lack of preparation, all sorts of people show up unprepared. They get on the phone unprepared. They go to meetings unprepared. They go to conferences unprepared. Who am I trying to meet? Go to their website or their Facebook site, get their picture so I can find them when I’m in a big crowd.

I have more, but these are my three basic schedules. I have an official calendar that we let people see. We don’t let the whole world see it, but we let people I work with see. I have weekly to-do list, monthly and daily and most importantly stuff that’s assigned to a date with start and stop times. Stop time real important. Most people have a start time for a call, but they don’t have an end time for a call. They have a start time for somebody coming in their office to meet with them, but they don’t have a stop time for somebody coming in their office to meet with them. And then the daily script, here’s how the day is going to go hour by hour by hour, minute by minute by minute by minute. If I’m doing copy writing today and I’m doing a sales letter for you and I’ve allocated 9 to 11 for it, it has to be because something else is scheduled to start at 11:01.

Common Productivity Drain Holes

  • Cheap & penny-wise, pound-foolish; unwilling to buy time – Insufficient value of your time
  • Mental & Physical fatigue and burn-out – The sense of slogging through mud because you are slogging through mud
  • Staying stuck VS. Swift Sword – Unproductive SITUATIONS rarely improve/usually get worse – the willingness to EXIT is essential

We’ll finish with some cool rules for you.

Best Extreme Measures I Know

  • Schedule and script your daily activities
  • Minimize discretionary time
  • Play to your strengths
  • Immunity to criticism
  • Reputation for intolerance for being screwed with

Best Extensions of Productivity

  • Replace manual labour every way you can
  • Multiplication
  • Replacement
  • Leverage of …
  • Well-chosen and properly prepared prospects (Role of superior marketing)
  • Avoid one-and-dones

Here’s my approach, the three biggest things to extreme productivity. Number one if I’m going to go to work, by God I’m going to work. I want to use every minute, I want to squeeze every drop of juice I can squeeze out of it. I’ve done it at everything I’ve ever done. Speaking engagement? Man, if I’m going to go speak I’m going to scheme. What can I do before that engagement to make it as productive as possible? What am I going to do during it? What am I going to do after it? Can I squeeze in a meeting with somebody else? Scheme, scheme, scheme, scheme, scheme.

The script is, everything by appointment with yourself. Lunch break, there’s a timeframe for that on my daily scripts. There’s a start, there’s a stop. And then there’s another thing starting. Tight time allotments.

Source: Dan Kennedy

The Value Of Being An Extremist

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We’re going to talk about the process of extreme improvement of productivity. The first thing I would say about it is that we mostly talk about it as being a time management issue. But is this right?

About Ambition

People are less productive than they could be because:

Bad methodology – 10%
Insufficient motivation – 70%
Insufficient pressure – 20%

…but when discussing this, we go to “time management” and focus 90% of the discussion on 10% of the problem.

Truth be told, it’s mostly not a time management problem, it’s mostly an insufficient motivation problem. It’s mostly not sufficient drive, determination, and reason. My original mentor said the number one reason there aren’t more millionaires in America is because most people haven’t come up with enough reasons to do what’s necessary to be a millionaire. Same things are true with being productive.

Most people are just not sufficiently motivated to do everything that’s necessary to be super productive.

This is from Harvey Firestone’s 1926 autobiography titled Men in Rubber, which had a much different connotation in 1926 than it would now. Here’s a couple of things that are significant. The first story is: I was on the hunt day and night for men to buy our stock. It was no easy matter to sell stock in a company that had no assets except on a patent on which it was losing money. For years I never saw a man with money without turning over in my mind how I could transfer some of his money into our stock.

What he’s just described is specific ambition. That was Harvey Firestone every minute of every day. If extreme productivity is your ambition, that’s how you have to approach that too. You’re on the hunt night and day; you’re trying to control every single minute, every interruption, every person, every everything.

Second then, part of the game plan is self-awareness. Tyson used to have two people whose job was to follow him around all the time; walk behind him and say, “You’re the man Mike, you’re the man.” This goes a long way to explaining Tyson’s current financial position. What would be more useful is having someone walk around behind you all the time with a baseball bat and every time you were acting in a way grossly incongruent with your stated goals, just haul off and whack you.

We’re not going to do that as a practical matter, so we’ve got to do it to ourselves mentally. And we have to do it on a real-time basis, not a retrospective basis. The time to determine whether or not your behavior is congruent with your stated ambitions is not at the end of the week, not at the end of the month, not at the end of the calendar quarter, not in December—it’s real time minute by minute, hour by hour, day by day. What you can’t measure you won’t be able to manage. We have to have measurement benchmarks of our productivity and of our congruent behavior.

Again, if you want an extreme result you’ve got to go to the extreme. You’ve got to be very aware of leverage, value, use of time. Like on the dress thing, today if you were going to meet with somebody who might be worth a million dollars to you, would you look like you are? No, no, of course not. You might run into the guy in the checkout line in Wal-Mart that’s going to be worth a million bucks to you and you can’t be looking like you’ve been working on your car, that doesn’t work.

The Value of Being An Extremist

  • You cannot have extreme productivity without taking extreme measures.
  • Those who most ardently advocate “tolerance” need your tolerance.
  • Extreme Productivity can bring with it Zero Tolerance for unproductive activity

The other awareness is what you are permitting to happen around you, with you, it’s getting in your way, and kill it. If you aren’t willing to defend your productivity violently, if necessary, what exactly are you willing to defend? Somebody is screwing up your productivity, how tolerant of that are you? First of all, how aware of it are you? Then, secondly, how tolerant are you of it? I will suggest to you that there is a direct correlation between high income and low tolerance for anything that is screwing up one’s productivity; something they are doing to themselves or something other people are doing to them.

Third, very specific decisions over how you are going to control these things. What you do, where you do it, if you do it, who you do it with, and how you do it. Most importantly here is “the who.”

I want to make it very clear the very first thing on your job list is to facilitate my maximum productivity at my best mental attitude so I can be productive. That’s your job. That’s who you want around you and there is no neutral, spouse, staff, friend, there ain’t no neutral, they’re either helping or they’re hurting.

When you talk about going home and getting to work and making things happen, there’s eight specific types of actions. One is immediate. That’s start. General Schwarzkopf, who I was on programs with for quite some time in his leadership talk, he always said it’s better to get started in the wrong direction than it is not to get started. Because we can fix the direction, we can’t fix the not starting. And he’s right about that. One of my premises is I’ve got four or five things as a result of my being here that I want to do. I know that the best odds of them ever getting done is if I start something having to do with them immediately, immediately. No matter how ill prepared you may be to follow through, start matters.

So Carville says the best time to plant an oak tree was 25 years ago, the second best time is now. That’s true of everything. The best time, if you can’t do it last week, which you couldn’t because you didn’t, so the next best time is now. There is enormous power to starting.

Second is visible. Puts you on the spot and conveys certain things to others so visible actions matter from two directions.

Third, renegade millionaire principle “simultaneous, not sequential” and you really ought to watch yourself on this. It’s hard not to slip back because you’ve been conditioned since birth that everything ought to be sequential: step one, step two, step three. A then B, and walk before you run, first grade, second grade, third grade, blue badge before you get red badge, etc. You’ve been conditioned since birth to do everything sequentially. There’s two problems with that. One, that’s not how high performers and rich people do anything. If you’re trying to get extreme results that’s not what they did; they run around and make all kinds of messes and start 500 things at the same time, that’s what they do. They live in perpetual controlled purposeful chaos, that’s how they live. Secondly, the problem with sequential behavior is that in many cases nobody ever completes the sequence. Financially here’s what everybody thinks, here’s how all poor people think about money; they think I’ve got to get a job, then I’ve got to get my basic stuff taken care of, I’ve got to buy a house, I’ve got to get some furniture, I’ve got to have some appliances, etc. If I’m making enough money to take care of rent, car payment, movies, beer, stuff I’ve got to do, my iPhone, my cable TV, which all of that adds up to 30 bucks here, 30 bucks there, before you know it you’re a trillion dollars in deficit. They’ve got to get all that taken care of—then if I’m making enough money, I’ll start saving some money. When I’ve saved up enough money to make it worthwhile, I’ll start worrying about investing the money. They never get there doing it that way. Never, never—in part because nobody ever has any money left over. Nobody ever has any time left over, either. And if you’ve got any lying around, time or money, that you have left over, that you’re not doing anything with, somebody will take it.

So simultaneous, not sequential. Massive, not dinky. You put a lot of stuff in motion all at the same time with urgency.

Everybody understands that they perform more under urgency. I’ve always been amused in pro football at the two-minute drill. These guys haven’t been able to move the ball for two hours past the fifty and all of a sudden, even with no possibility of winning the game, in the two-minute drill they come down and screw up the spread and I lose a thousand dollars. How come nobody plays the two-minute drill every two minutes?

Congruent– is your behavior congruent with your stated specific ambition? Synergistic, so we’re looking for leverage. How can we make the same piece of work do more than one thing? How can we make the same relationship do more than one thing? How many ways can you get productive benefit out of each act? Out of each conversation? Out of each relationship?

From here the next thing you’ll want to consider are the most common points that drain your productivity, and how to avoid them. But don’t worry I won’t leave it all down to you, come back here next week for the second part of this series on Extreme Productivity where I’ll talk you through drain points and how to avoid them!

Source: Dan Kennedy

Why ‘Shiny Object Syndrome’ Is Stunting The Growth Of Your Business… And The 7 Things You Can Do To Stop It

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We all love new things, that’s a fact of human nature.

As a business owner, reading this blog, you’ve probably been blessed with an entrepreneurial streak, giving you creativity, vision and passion.

All good right?

But as entrepreneurs, that also means we’re prone to become attracted to the new, the ‘cutting edge’ and yes, occasionally it means we’re touched by ‘Shiny Object Syndrome’…

If you’re not already familiar with this affliction, symptoms include…

  • Distraction from important tasks
  • Failing to finish projects you start, in favour of some new fad
  • Jumping on the new and latest trends without thinking whether they fit into your over-arching strategy
  • Decrease in profits, lack of cohesion and less overall growth

Sound familiar?

With the flexibility of the internet, and the sheer amount of information available, events, and self-proclaimed ‘experts’ telling you what to do, sadly it’s an affliction that’s spreading now more than ever…

But here at GKIC we want to help stop the spread and get right back down to basics, because only when you secure the foundations of your business, can it really grow.

We’ve been in the business a LONG time now, and it’s safe to say, we’ve seen a few marketing fads come and go. Some of them we’ve given a try, but it’s rare we’ve seen sustainable results from the latest craze, enough to grow our business in the long-run.

You need to get your fundamentals absolutely right. As the foundations of marketing are unbeatable.

That’s not to say you can’t try new strategies or develop new campaigns in your business!

However, before you do spend time and money testing them out, make sure you follow our 7-step plan:

The 7 Easy Ways To Stop ‘Shiny Object Syndrome’ Taking Control In Your Business…

1) Refer Back to Your Goals

Before you even think about putting a new campaign together, you need to make sure that it is working towards your over-arching goals.

Our guess is, that somewhere, maybe at the start of the year or this quarter, you’ve sat down with a few other members in your core team and you wrote down a list of priorities.

Maybe they were annual priorities that you planned to stick to, specific targets or figures that you wanted to hit, or simply goals you had in mind for where you wanted to be by the end of the year.

Look back at these plans, and if your new idea doesn’t cohesively fit and work towards the same end goal, then now’s the time to shelve it.


2) Make Sure You’re Creating Sustainable Assets

Simple and proven fundamentals are more important than the latest graphics or social media gimmick, we promise you! Your business needs to be built on sustainability and that includes your campaign strategy too.

Make sure you’re able to realistically run this campaign in a year’s time. After all, you’re not just aiming for a flash in the pan, one-hit-wonder.

3) Consider the Impact on Your Other Projects

If you start planning this new campaign, will your other pipe-line projects suffer as a result?

Starting new project after new project, but never fully implementing or finishing them is often a trap many savvy business owners find themselves in.

If you’re going to start something ‘new and shiny’ make sure it’s not at the expense of a well thought out and valuable project.

4) Don’t Rely Too Heavily on What Your Competitors Are Doing

While it might be tempting to jump on the band-wagon alongside your closest competitors, chances are, they don’t know what they’re doing.

“Don’t focus on the competition, they’ll never give you money.” – Jeff Bezos

Just because they are catching on to ‘the next big thing’, you don’t know whether it’s working for them and you have no real idea what results they’re actually getting.

5) Does it Fit Your Avatar?

The primary question you need to ask yourself when you’re making any decision in your business, is ‘how will this affect my target customer?’

You need to be super-certain that the shiny new object is something they truly want and will benefit from. If it’s not ideally suited to your market, then it’s not going to be a long-term success.

6) Only Use Proven, Tried and Tested Campaigns Guaranteed to Grow Your Business

To make sure you’re using strategies and techniques that really work EVERY TIME, you need to know that they’ve given other business owners fantastic results in the past.

Easier said than done right?

That’s why we’ve put together: ‘The 12 Growth Hacks Your Business Needs Right Now’ Checklist

It’s the best way to make sure you’re using the most profitable tactics to grow your business, as well as planning sustainable campaigns that will work in any business, in any situation.

Simply click here to grab your copy of the Checklist for FREE today:

I want to grow my business

These 12 vital points form the foundations of a great marketing strategy. They aren’t based on fads and they have worked for years in countless different environments.

So if you’re feeling giddy at the thought of your next ‘shiny object’, stop.

Ignore the latest craze your competitors are desperate to try; get back to basics and focus your energy on the strategies that are going to grow your business and move it forward.

Click the link here and you can access ‘The 12 Growth Hacks Your Business Needs Right Now’ Checklist:

I want my free checklist!

Source: Dan Kennedy

Building a Long Term Relationship with Your Client Newsletter

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In this week’s article we’ll be talking about how you can use newsletters to stay top of mind with your prospects and clients and build a lifelong relationship with them.

A Client Newsletter is one of your most important marketing tools for getting an avalanche of referrals and repeat business. Key points to consider:

  • The most expensive part of marketing is generating the lead and getting the client. Staying in touch with them costs literally pennies in comparison.
  • Studies show that the #1 reason clients jump from one business to another is lack of communication.
  • You’ve generated leads and you have their email address and physical addresses – now you must start leveraging this very valuable asset.
  • It is a marketing sin to not stay in contact with your existing customers and prospects. By sending out a monthly, printed newsletter, you have a surefire way to stay in touch with your customers and prospects, without trying to sell them something.

The Email Newsletter

As we mentioned in last week’s article, get in the habit of regularly sending quality content to your list. And along with that, you need to make the case that they should reward you for this content by referring people to you and by taking advantage of the products/services you offer.

You do this by sending a monthly email newsletter (weekly would be best, but doing it monthly is great to begin with.) Always use a compelling subject line to get people to open the email. We’ll be talking a lot about subject lines in a bit.

The email newsletter (like the print version) should include fun content, articles, recipes, a horoscope, etc. along with some custom content about your customers and you. Again, you want to keep your email newsletter personal, just like you’re talking to someone one-on-one. Use the word “you” a lot, just as you would when sitting across the table.

Here’s what the opening section of the January issue of our example email newsletter looks like:

Contents

Email Newsletter Contents

You should always use a consistent format and table of contents. This is a good thing as it gives your newsletter more of a polished, professional feel.

Okay, let’s go past “Funny Business” [Jokes/Humor] and the monthly article and on to the next section you’ll configure:

Screen Shot 2016-11-17 at 16.23.35

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We suggested the email newsletter as a way to get your message out to your clients and prospects in an extremely cost-effective way.

There are definitely benefits for using this format. But make sure you strongly consider sending out a customized PRINT newsletter as well.

Your PRINT Client Newsletter

So you might be asking, “If I have an email newsletter, why go with a print version?”

The answer: you will get higher readership rates with a print newsletter – emails get ignored and deleted at a very high percentage. Plus, sending out a PRINT newsletter has higher perceived value than your email newsletter.

And don’t skimp by doing this quarterly. Send it monthly.

You are going to mail this newsletter on a monthly basis to all members of your list; to your clients, to all leads, and to prominent members of your community who are circles of influence.

Your newsletter should be fun and entertaining. You do not want the newsletter to be completely about the service you’re providing. In fact, only a very small section should be devoted to your business and articles related to your business. Only part of the newsletter should be devoted to promoting your business. The rest of the newsletter should be fun and enjoyable for your client to read, so they look forward to getting your newsletter.

Your newsletter should reflect your personality. It should look like it’s coming from you. It should sound like it’s coming from you. You do not, under any circumstances, and this is critical, want to make your newsletter look like a mass marketed, slickly-produced newsletter. If it looks too slick, it’s not effective. You want the newsletter to look like you’ve written it yourself.

If you have a community that has a lot of unique vocabulary words, such as “Planet Dan,” you might want to consider an “evergreen” newsletter for your first issue that explains what is unique about your community. GKIC does this with the “No BS Marketing Letter.” Every new member receives the same “evergreen” version as the first issue and it explains the features of every issue.

Here’s what the opening section of the January issue of our PRINT newsletter looks like:

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Key Elements of this Page:

  • Header with your picture and contact information.
  • Article that’s about something of GENERAL interest – this should NOT be about your business or your industry.
  • Graphic indicating the month of the newsletter – if you want to get fancy, you could include year, issue #, etc. But this is okay.
  • Motivational quotes are always popular.
  • Cartoon for fun… you want your newsletter to be FUN!

Screen Shot 2016-11-18 at 11.15.23

Key Elements of this Page:

  • Subhead that tells you the section name “More Fun Than Should be Humanly Possible” – this lets the reader know, this is definitely a fun newsletter.
  • Trivia / Other Puzzle – make sure to give the answers!
  • Crossword Puzzle – make sure to give the answers!
  • Fun Cartoon here…. OR… You could replace with a banner ad / coupon / whatever to promote your product or service.

Screen Shot 2016-11-18 at 11.17.03

Key Elements of this Page:

  • Subhead that tells you the section name “This News Is All About You”
  • Sections for “New Clients,” “Referrals,” “Client of the Month,” and “Community Life.”
  • Horoscope for the month. (If you want to switch it out, you could use the “OTHER FAMOUS BIRTHDAYS” section from the Email Newsletter here.)

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Key Elements of this Page:

  • Subhead that tells you the section name “The Back Page…”
  • Section for “The Lighter Side” which is jokes, goofy quotes, whatever.
  • Section for a short article / bit of information.
  • Graphic relating to the month / season – what you could replace this with again is some kind of ad for an offer, a coupon, etc.

Why Newsletters Are So Valuable…

They Create Community
First of all, they create a forum that enables you to change people from prospects/customers to members belonging to a community. Sending a newsletter is a great way to have somebody feel as though they belong to a community.

They’re Not Seen as Advertising
Every day when you get a big pile of mail, you start dividing that into different categories. And the big category that you do in your mind is there’s the advertising category – stuff that goes in the round file. Well, newsletters are not perceived as advertising; they’re perceived as publishing – which they have value and you’re going to read that!

They Establish Your Credibility
Newsletters are perceived as a publication – basically, if you write a publication you must be an expert. And somebody would much rather do business with an expert than a salesperson. In addition to that you’ll pay an expert more than you’d pay a salesperson.

They Provide Social Proof
You could highlight customer successes in there. You can show referrals. And you can include testimonials which make it easier to sell to new customers and current customers.

They Get Passed Along
When you send somebody an advertisement they get the ad and they read it. If they get a newsletter that’s positioned as educational and fun, now they’re going to save it and possibly pass it along to somebody else.

They Build Your Brand and Establish Your Positioning
Finally, by sending people your newsletter it gives you the opportunity to build your brand and establish your positioning as THE go-to-person in your industry.

Source: Dan Kennedy

Persistence Pays – A Foolproof 7 Step Email Follow Up Sequence

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Now’s the time to start your 7-Step email follow up sequence… Because systematic persistence produces success.

What you’ll discover in this article is a systematic series of messages, each designed to build upon the previous ones… leading eventually to the inescapable conclusion that it’s time to sign on the dotted line.

This article contains references to the articles we have posted in the last few weeks titled:

steps (4)

EMAIL #1: Confirm Their Request

As soon as someone fills out and submits the form to get the shock-and-awe package sent to them, you want to let them know that you’re taking immediate action. So you’ll need a “confirmation email” to go out automatically.

This email should accomplish the following:

  • Give them immediate feedback that their request has been successfully completed and registered.
  • Congratulate them on the wisdom of making the decision to request your Lead Gen Magnet.
  • Set expectations as to when the package they requested will arrive.
  • Provide contact info (recommend using an email address) if they have any questions.
  • Reinforce and get them excited about what they’ll be receiving.

Here’s a template for Email #1. You should be able to pull the copy for the benefits/etc from the Lead Generation Postcard / Landing Page we’ve talked you through in the last few weeks of articles.

SUBJECT: Congratulations! Watch Your Mailbox for the Info Requested. Dear [FIRSTNAME]

More than likely, you get hit on all sides from people wanting your attention, so I appreciate you taking the time to read this email. My purpose is simple: I wanted to take a second to thank you for requesting [INSERT LGM TITLE]:

In this valuable FREE Audio and Report you will discover:

  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]

And so much more! It was a very smart move on your part to take action on getting this valuable information.

We’re working behind the scenes right now to get everything packaged up and out the door. You should see it arrive on your doorstep in [Set a Timeframe… typically 8-10 Business Days]. Make sure as soon as it arrives you go through everything – you don’t want to let any dust gather!

If you have any questions, please contact me at [email protected] Congratulations again…. and keep your eyes peeled for your package! Sincerely,
[YOUR NAME & TITLE]

Email #2: Make Sure They Examine the LGM; Present Your Offer

The second email in the series should be sent out AFTER you’ve mailed the package and you think it’s arrived at their address – depending on how you ship / their location /etc. this could vary, so you’ll have to figure that out on your own. Optimally, this email should go out no more than a couple days after it’s arrived.

This email should accomplish the following:

  • Reinforce the need to go through the ENTIRE package if they haven’t done so already.
  • Congratulate them again on being really smart for asking for the info.
  • Lay out the benefits / transformations that happen by reading it.
  • Introduce your primary OFFER for your product or service – as described in detail in your sales letter.
  • State the benefits /transformations associated with your product / service offer.
  • Push urgency to accept the offer – scarcity, time limit, whatever. A 2-week deadline is good to start with.
  • Call to Action on the offer (e.g., do this to buy now!)

As mentioned earlier, the source for the information you’re putting into this email will come from content you’ve already created – specifically the sales letter you wrote last week.

NOTE: The following emails in the series should be sent out to ONLY those who HAVEN’T yet taken you up on your offer. Once someone buys, you take them out of the follow-up sequence.

SUBJECT: You’ve Got The Info – Now Discover More About [TOPIC OF LGM]

Dear [FIRSTNAME]

I know something very important about you.

Because you took that step to request [INSERT LGM TITLE], I know that you’re serious about [TOPIC OF LGM] – otherwise you’d have been just like so many others who just sat on the sidelines and did nothing. You took action and not only requested this valuable information, you’ve already gone through it! (Now if you haven’t YET gone through it, don’t delay… it’s super important!)

And, in [LGM TITLE], you discovered:

  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]

However, you may be thinking that even though this is great, you’re just too [OBJECTION – e.g., Busy, Tired, Overworked, Whatever] to take action on everything revealed.

That’s why [YOUR NAME/COMPANY] created a way for you to quickly and easily get [Big Benefit] that’s GUARANTEED to [Insert Outcome They Want] without [Insert Annoying Problem]!

Imagine – which of these powerful elements could you use to get [Big Benefit]?

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more as well!

It’s all laid out in detail in the information provided. Plus, because we’re so serious about helping you experience [STATE THE SOLUTION YOU PROVIDE] that were going to make available for a limited time [#] FREE Bonuses Worth [$] if you take action right NOW!

  • FREE Bonus Gift #1: [Explain bonus and give value]
  • FREE Bonus Gift #2: [Explain bonus and give value]
  • FREE Bonus Gift #3: [Explain bonus and give value]

But, we’re not done – we’re so confident that you’ll be absolutely delighted, that we’re including a total [STATE YOUR GUARANTEE] – removing ALL risk to you!

You may be asking why we’re doing this – well, it’s because we want to reward people who take FAST Action – and you’ve already proven you’re in that category by requesting this valuable information kit. That’s why we know you’re serious about solving [CORE PROBLEM] and getting [KEY BENEFIT].

However, you need to act now due to [INSERT SOME KIND OF SCARCITY/DEADLINE REASON]… and then we need to return to standard prices.

Again – we’re assuming all the risk. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] Don’t miss out and do it today!

Sincerely,
[YOUR NAME & TITLE]

P.S. If you haven’t checked ALL the information provided, make sure to do that first!

EMAIL #3 – Re-State Your Offer / Stress Your Credibility

Email #3 should go out about 3 days after Email #2 – AND / OR about 10 days before the deadline for the offer expires. (Again, in terms of timing, you don’t want an EXTENDED deadline period – 2 weeks is just about right).

This email should accomplish the following:

  • Confirm that by now they’ve consumed the LGM.
  • Describe why YOU can be trusted to deliver on your promises.
  • Restate the clear, massive value of your offer.

Again, look in your sales letter for the source content to reuse and leverage here.

SUBJECT: The Best Way to Overcome [PROBLEM]

Dear [FIRSTNAME]

So you’ve almost certainly gone through all the information in the [LGM TITLE] we recently sent you. My guess is that you probably feel like it’s a great start – and would like to discover even MORE!

Well – I have some very good news – here at [INSERT COMPANY NAME] we’re 100% focused on solving [DESCRIBE KEY PROBLEM PROSPECT FACES] by [STATE THE BIG PROMISE YOU MAKE WITH YOUR PRODUCT/SERVICE]… and we make that happen by:

  • [FEATURE / BENEFIT FROM OFFER]
  • [FEATURE / BENEFIT FROM OFFER]
  • [FEATURE / BENEFIT FROM OFFER]

And much more. How can you be sure this works? Don’t just take my word for it, here’s what [SATISFIED CUSTOMER NAME] had to say:

[INSERT TESTIMONIAL DIRECTLY RELATED TO YOUR OFFER]

Imagine how much it would be worth to YOU to experience the same thing? Well you can. But you need to hurry…

Because in just [X DAYS] our incredible offer disappears – make sure now to [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.]

Sincerely,
[YOUR NAME & TITLE]

Email #4 – Introduce Some New Wrinkle

Email #4 should go out a couple days AFTER Email #3… about 8 days or so before the deadline for your offer expires.

This email should accomplish the following:

  • Restate your offer again
  • Add another wrinkle – a new bonus, discount, whatever – just add one more reason to act NOW!

You’ll notice that this email is VERY similar to Email #2 – that’s because it contains the core sales message you need to get across and… frankly… you may need to literally “beat them over the head’ with the same message to get it to sink in.

SUBJECT: Revealed: The Solution to [CORE PROBLEM]

Dear [FIRSTNAME]

How time flies… it’s already been [X DAYS/WEEKS] since you asked for and received a copy of [LGM TITLE]… and in it, you discovered:

  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]

However, you may be thinking that even though this is great, you’re just too [OBJECTION – e.g., Busy, Tired, Overworked, Whatever] to take action on everything revealed in [LGM TITLE].

That’s why [YOUR NAME /COMPANY] created a way for you to quickly and easily get [Big Benefit] that’s GUARANTEED to [Insert Outcome They Want] without [Insert Annoying Problem]!

Imagine – which of these powerful elements could you use to get [Big Benefit]?

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more as well!

It’s all laid out in detail in the information provided. Plus, because we’re so serious about helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available these [#] FREE Bonuses Worth[$] if you take action right NOW!

  • FREE Bonus Gift #1: [Explain bonus and give value]
  • FREE Bonus Gift #2: [Explain bonus and give value]
  • FREE Bonus Gift #3: [Explain bonus and give value]

But, we’re not done – we’re so confident that you’ll be absolutely delighted, that we’re including a total [STATE YOUR GUARANTEE] – removing ALL risk to you!

And we’re prepared to sweeten the deal even further – if you ACT NOW before the deadline, we’ll toss in absolutely FREE [INSERT ONE MORE BONUS]… which has a real value of [$X]!

We’re doing this because we want to reward people who take FAST Action – and you’ve already proven you’re in that category by requesting this valuable information kit. That’s why we know you’re serious about solving [CORE PROBLEM] and getting [KEY BENEFIT].

However, you need to act now as time is running out – there’s only [X DAYS LEFT]! Again – we’re assuming all the risk. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] Don’t miss out and do it today!

Sincerely,
[YOUR NAME & TITLE]

Email #5 – Remind Them Time’s A-Wasting…

Email #5 goes out exactly ONE Week before the deadline expires. This email should accomplish the following:

  • Restate your offer in a nutshell
  • Push the urgency to act NOW!

SUBJECT: The Time To Act is NOW

Dear [FIRSTNAME]

Last week I sent you the details on how you can quickly and easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM]! We discussed how you could experience:

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more as well!

It was all described in detail in the information provided. And we’re so serious about helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available these [#] FREE Bonuses Worth[$] if you take action right NOW!

  • FREE Bonus Gift #1: [Explain bonus and give value]
  • FREE Bonus Gift #2: [Explain bonus and give value]
  • FREE Bonus Gift #3: [Explain bonus and give value]
  • PLUS a special FAST ACTION Bonus: [Explain bonus and give value]

Everything is backed by our [STATE YOUR GUARANTEE] – removing ALL risk to you!

Talk about an incredible deal! But, one week has passed and we can only make this opportunity available for one more week – tops! So, don’t miss your chance to take advantage of this offer. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.]

Sincerely,
[YOUR NAME & TITLE]

EMAIL #6 – The End is Near

Email #6 goes out TWO (2) Days before the deadline expires. This email should accomplish the following:

  • Restate your offer
  • State clearly: Two Days Left!
  • Push the urgency to act NOW!

SUBJECT: [WARNING] Deadline Approaching, Don’t Miss Out! Dear [FIRSTNAME]

Just about two weeks ago I sent a package and some emails laying out an INCREDIBLE offer for [OFFER / PRODUCT NAME]… and frankly, I’m mystified because I haven’t seen your order yet. That’s why I decided to take a minute to write and remind you that this offer expires in just TWO Days!

You’re busy, I’m sure, so other stuff probably came up first. But now’s the time to act – so you can quickly and easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM] – which will enable to you to FINALLY experience:

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more – with everything described in detail in the information provided. Plus, we’re so focused on helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available [#] FREE Bonuses Worth[$] if you take action right NOW!

And of course, everything is backed by our [STATE YOUR GUARANTEE] – removing ALL risk to you!

Don’t risk missing out on this incredible deal, which disappears in just two days. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] I promise you’ll be glad you did.

Sincerely,
[YOUR NAME & TITLE]

Email #7 – Today’s Your Last Chance

Email #7 goes out on the day the deadline expires. This email should accomplish the following:

  • Restate your offer
  • State clearly: One Day Left!
  • Push the urgency to act NOW!

SUBJECT: [OFFICIAL NOTICE] Last Day, Offer Withdrawn Dear [FIRSTNAME]

By now you’ve gone through the [LGM TITLE] and all the information… so you know all about the incredible offer we’re making – which will enable you to easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM]

But did you know that TODAY is the LAST DAY it’s available?

We very much take pride in our ability to provide you with top notch value and service – so much so that we back up our words with our [INSERT GUARANTEE].

That’s exactly why we want you to take advantage of this deal before it’s too late. It’s truly incredible, which is why we can’t make it last forever – today is the last day we can offer such a great deal with such amazing bonuses.

So right now [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] And start experiencing [OUTCOME They Want] today!

Sincerely,
[YOUR NAME & TITLE]

But What If They Don’t Buy? (E-zine Basics)

The preceding sequence will absolutely generate serious business for you. But it’s not 100% infallible – there will be folks for one reason or another that simply won’t take that step and click the ORDER button.

Do NOT give up on them. Instead, use email to build a strong relationship with them over time. Get in the habit of regularly sending quality content to your list. And along with that, you need to make the case that they should reward you for this content by spending some money on your goods and services.

Basic Secrets

  • Always use a compelling subject line to get people to open the email. We’ll be talking a lot about subject lines in a bit.
  • Keep your emails personal, just like you’re talking to someone one-on-one. Use the word “you” a lot in your email, just as you would when sitting across the table.
  • Make your emails text only – don’t use HTML formatting. Text works great.
  • 55-65 hard break then hit carriage return. Longer text strings won’t wrap neatly.
  • Come up with a unique signature all your own. Dan’s used to be, “Kick butt, make mucho dee-nero!” because it fit his personality. Come up with something that fits yours.
  • Don’t forget the all-important P.S. – here’s where you make your sales pitch for the product or service. It’s the P.S. where you make your money.
  • E-mail at least twice a week and better yet daily.
  • After you build up a good quantity of emails – probably a couple hundred or so – you can start recycling them. You can either re-use them exactly as is, or … even better… make a few changes and edits and send them out once again. That way they’ll seem fresh even to those who read them the first time.
  • Always look for other ways to reuse emails. You can use them as blog posts. You can submit them as articles to article directories. You can even send them out on postcards as direct mail!

More Secrets… Make It Personal

  • Always remember… in all your emails, the primary product that you are selling is YOU! By coming across as a real person as well as an expert, you are letting your customers in on your life. Over time, they will actually become your fans.
  • Watch Regis and learn… he begins every show with a little story about what’s going on in his life right then. He doesn’t brag about something, instead he reveals little insights that prove he’s just a regular guy like everyone else.
  • Talk about your hobbies, the things you do in your off hours. If you’re a golfer, tell a story about your last venture on the links. If you fix up old cars, give folks a peek under the hood of your latest project.
  • Bonehead moves that you’ve made recently can be great fodder for emails… and they can provide an anchor for an important lesson to share. Self-deprecating humor is the best… don’t poke fun at others, poke fun at yourself.
  • Reveal a bit about your family life, the stuff you do together, special celebrations like birthdays, graduation, etc.

Congratulations!

If you’ve put this plan in to action you’ve already taken a step forward for your business. I’m sure you’ll see excellent results. Make sure to come back next week to the GKIC blog when we’ll be taking a deep dive in to Newsletter creation.

Source: Dan Kennedy

Sales Letter Secrets Part 2

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NB: This article is a continuation of last week’s, which you can find here.

Why Just “Writing Copy” Isn’t Good Enough.

If you pick up most copywriting and marketing books, they’ll teach you how to do the basics. They’ll show you how to write a headline, close a sale, and insert “hypnotic commands” in your copy. They might even include templates you can “swipe and deploy” for your own business so their products are as “cut and paste” for you as possible.

But what very few copywriting and marketing courses do is teach you how to do the nitty-gritty leg work necessary to create a great promotion. It’s that research (which we’ve done for you) that will put YOU and YOUR offer at the top of the food chain!

So… you’ve gotten this far. You’ve done the heavy lifting. Now it’s time to fill in that template from last week with the nuts and bolts of your offer.

Write Your First Draft!

As we’ve said before, your goal is to write like you talk and write your first draft as quickly as possible. Turn off that editor in your head. Just write…. Go on… we’ll wait….

[TIME PASSES]

Okay. Now that you’ve got a solid draft complete, let’s go over some common mistakes to look out for as you review your copy…

mistakes

Big Mistake #1: Not Telling People Why They Should Do Business With YOU Over Someone Else

But one of big mistakes we see in a LOT of submissions (e.g., through Copy Confidential and other materials sent our way) is there’s no unique selling proposition.

One classic example of a unique selling proposition is FedEx. The founder Fred Smith wanted to emulate the banking industry’s method of clearing checks overnight. So what he did was create a hub-and-spoke system in Memphis that allowed him to ship packages overnight-while UPS and the post office were shipping everything in 3-5 days. Overnight shipping was great, but FedEx had to sell it. That’s when he came up with the slogan, “When it absolutely, positively has to get there overnight”, that ran in every single advertisement. As a result, FedEx quickly gained market dominance by promising the unique selling proposition of overnight delivery.

Another example is Domino’s Pizza. Tom Monaghan turned a small pizza joint in Michigan into the 2nd largest pizza chain in the world with the unique selling proposition, “Fresh Hot Pizza To Your Door In 30 Minutes, Or It’s Free!” They stopped this slogan when pizza delivery drivers were getting into car accidents, but it enabled them to gain a huge market share in the hyper-competitive pizza business.

These are just a couple examples of unique selling propositions that have worked for big companies in the past. So how do you determine your unique selling proposition? Is there something about your product or service that makes it faster, more varied, slower, cheaper, easier to work with, prettier, and more highly recommended? Perhaps you can have a killer guarantee? Another way to distinguish your product is to narrow your focus to a single niche.

Even though we didn’t go big into USPs earlier, way back when we had you define your offer in detail, we asked you to identify that “One Big Promise” you could make…. Remember?

Well, that “One Big Promise” is essentially the core of your USP. Make a note of that and then when you rewrite your letter, make sure that you’ve featured that promise prominently in your copy.

Big Mistake #2: Not Telling A Compelling Story That’ll Effortlessly Sell Your Product Or Service!

We have a section in the template where you tell your story. Now the best stories are the ones that are true so you can tell every single detail with vividness. It immediately wakes up the reader and gets them to pay serious attention.

You see, everybody loves a great story. They have the ability to get the inattentive person to perk up and pay attention. And they are an extremely powerful selling tool.

So as you go through your sales letter, think of ways to use stories in your marketing. Not just yours though, you could also use one of your clients, patients, or customers.

The best stories are “rags to riches” type stories that depict the solving of a problem. Stories will boost the selling power of your copy, and complement the direct statements that you’ll make in your copy that could easily be dismissed by your prospects.

Big Mistake #3: Not Having A “Hook” That Grabs Your Prospect By The Lapels And FORCES Them To Read Your Ad!

It’s not enough to have a unique selling proposition. You need to create a “hook” that’s going to grab people by the lapels and force them to read your ad!

Typically, you would put that “Hook” front and center on the first page of your sales letter as its main headline.

Probably the greatest hook in the history of copywriting and marketing was penned by John Carlton. This is the headline he wrote for an otherwise “ho-hum” product: a video that shows people how to hit longer drives:

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

Think about it:

If you were a golfer and flipping through Golf magazine and saw this headline, you wouldn’t be able to resist stopping what you’re doing to keep reading! And that’s exactly what happened for 8 straight years before the ad was retired from Golf Magazine…as all ads do “burn out” after a period of time.

The unique selling proposition was the “triple coil swing” that teaches golfers how to hit longer, straighter drives. But the “hook” that got people to read the ad was the “one-legged golfer” headline and story!

So how do you find the hook for your product or service?

The best hooks defy convention. And to choose the perfect “hook” for your ad you have to really know your target market and the “sophistication” of your audience—or how many ads they’ve seen in your market before they’ve seen yours.

Besides thinking about the unique selling proposition, finding the “hook” that’s going to glue people’s eyeballs to your ad is going to be the hardest thing you’ll ever do in your ad. But once you get that perfect “hook” you can use that in all your advertising campaigns…and the ad literally will write itself!

Finding the “hook” will take some detective work. John Carlton found the “one-legged golfer” hook when interviewing the product creator of this golf tape. He said he discovered this particular swing technique while watching a one-legged golfer hobble up to the tee box—thinking he was going to fall over. But he ended up hitting the ball 250 yards straight down the fairway!

Since Carlton had his “detective hat” on, he used this story as the “hook” to the ad!

Another thing: the hook has to have a sensational “you’ve gotta’ be kidding me!” factor—meaning if you read the headline you think to yourself, “You’ve Gotta’ Be Kidding Me!” That’s how you’re going to get people’s attention over your competition in your marketplace—and attract more clients, customers, and patients than you’ve ever thought possible!

Very often the “hook” of a product or service is right underneath your nose. The creator of the one- legged golfer tape didn’t know the selling power of the one-legged golfer story—yet he intellectually knew the story. But he just thought it was a mere afterthought.

So you can do 2 things 1) what excites and intrigues you about your product and what you do, and 2) ask your customers what excites and intrigues them about the product. Make a list of these and then test them if possible.

So think about your product or service right now. What makes it exciting to your prospects? What would cause them to read about your product and service and think to themselves, “You’ve gotta’ be kidding me!” That could be the perfect hook to your ad!

Big Mistake #4: Not Providing A Preponderance Of Proof That Your Product Or Service Is The “Go-To” Solution For Your Prospect!

This is one of the biggest errors we see in copy. There are claims abound about how a certain product/service is going to help them lose weight, get more clients, get back together with their ex, etc. But they forget one fact about their target audience:

Your Prospect Doesn’t Want To Believe You!

Listen: nobody wakes up in the morning and thinks to themselves, “Hey, I want to read some ads today!” Most of the time when they see your ad they see it as an interruption in their day…and they are, more than likely, going to be inherently skeptical.

Let me illustrate this: Think back to a time you bought something and felt like you’ve gotten ripped off. It could have been a product you purchased from Wal-Mart…or a book you read that you only read the first 10 pages… or a movie you walked out 30 minutes into it because it sucked. How did that make you feel? You probably felt like you got a little “screwed over” didn’t you?

Well guess what? Everybody has gotten “screwed over” after buying something. Everybody has been ripped off. So they’re not going to automatically believe your claims as gospel just because you say so. And that’s why you need plenty of proof in your promotions – such as testimonials, case studies, and demonstrations. Let’s talk about each:

1) Testimonials are usually rave reviews about your product or service from satisfied customers. It’s infinitely more powerful to have people brag about how great you are than it is to brag about yourself! The more specific and “results-based” the testimonial, the better.

2) Case Studies are usually longer testimonials that tell a story. This is another element of social proof you should be using in your promotions.

3) Demonstrations. This is extremely powerful. When writing copy, you’re usually selling something people cannot pick up and touch. So the more demonstrations you can put in your copy, the better!

The perfect example of a demonstration is the Oreck Excel vacuum cleaner. They demonstrate that you can actually pick up a bowling ball with their vacuum cleaner—the suction is that good!

Of course, is there any scenario where it’s necessary to pick up an actual bowling ball with a vacuum? Heck no! But that’s not the point—the point is to demonstrate the suction power of the vacuum and to get the prospect to imagine if the vacuum is strong enough to pick up a bowling ball, then it’ll pick up anything!

So by adding testimonials, demonstrations, and case studies to your promotion, you’ll be able to convince your skeptical prospect that your product DOES fulfill on its promises.

Big Mistake #5: Not Backing Up Statements And Claims With Facts!

Now I’m going to talk about a concept most copywriters and marketers don’t employ. But before I do that, read these 2 statements and see which is the most believable to you:

“More and more people are searching for local services through their smartphones.”

Or…

“According to the Wall Street Journal, 86.2% of cellphone users searched for local products and services online.”

Did you choose #2? If so, it was probably because there was a reputable source behind the claim…and an actual specific statistic backing it up as well.

Whenever making a claim or statement that’s critical for your prospects to “get” before they buy your product, you must always back it up with statistics. You’d be surprised at how some copywriters make claim after claim…statement after statement…without any statistics or facts to back them up.

This is critical when trying to get your prospect to “believe” certain things before they buy from you. For example, if I were selling prospects on the importance of research in copy, I would trot out quote after quote from many of the copywriting greats such as Gary Halbert, John Carlton, John Caples, Eugene Schwartz, Claude Hopkins, and Gary Bencivenga to “back me up” that research is critical when it comes to copywriting.

If my prospects were to see these other well-known copywriting greats talk about the importance of research in copy, they are more likely to believe it than if I just said it myself.

Here’s a dirty little secret most marketers don’t know. If it’s published somewhere online or offline, you can quote it…as long as you quote the source! So if you’re selling a coral calcium supplement and you can find a peer-reviewed study that talks about coral calcium curing cancer, then you can use it in your copy as ‘borrowed proof” for your promotion (of course, coral calcium has never been proven by peer-reviewed studies to actually work).

Sources that the public immediately recognizes as reputable sources (Wall Street Journal, Investor’s Business Daily, Journal of the American Medical Association, etc.) are important here…but don’t ignore more esoteric sources—especially if it’s a niche publication.

Also be specific as possible in your claim. Saying 86.2% is more powerful than 86%…assuming the stat is true.

So before you write a word of copy, go through and find statistics to back up any statement your prospects have to believe before they purchase your product. Thankfully, hours in the library are not necessary since the Internet can serve as your ultimate research tool!

Big Mistake #6: Not Telling Your Prospect How Your Product/Service Is Going To Change Their Life!

People aren’t going to buy your product because it’s 10 CDs, 362 pages, you’ve been in business since 1974, or you played for the Washington Redskins. They only want what the product is going to DO SOMETHING for them. And this is where most copy falls short!

Think about it – most of your target audience lives extremely boring lives. They go to jobs they hate and don’t meet any interesting people. So your pitch has to be the most exciting thing they’ve read all day. That’s why you need to paint a picture in your prospect’s mind what your product or service is going to do for them. And that means digging into the DEEPER benefits than most of your competition…and most copywriters will delve into!

One little trick to use is the “So What?” test. For every line of copy, try to think about why your target audience would care about this… which will uncover the deeper benefits that could motivate your target audience to take action. In the business world, very often the motivation of business owners isn’t just to “make more profits”. It could be to show up the friend or family member who kept telling them they couldn’t “do it” when it comes to building a business. Or to show up a competitor they’ve been chasing for years—or to get an “unfair advantage” of some sort.

Let’s test out the “So what” test real quick. Here’s a “surface benefit” of getting more leads to a business…making more profits…and now let’s ask:

So what?

So you can make more money with your business

So what?

So you can feel less worried and stressed.

So what?

So you can have more certainty and control in your business.

So what?

So you can get more freedom and independence.

So what?

So you can spend more time with your family.

So what?

So you can leave a legacy for your kids and grandkids, etc.

See how this works? We went further than just “making money” when it comes to selling to the business owner. I mean, people just don’t want “money”…they only want what the money is going to DO for them. And the “So What” test is one way to delve at the deeper benefits of your product or service you can start using right now.

Big Mistake #7: Not Determining What You’re Up Against In Your Marketplace!

Products and services are not sold in a vacuum. Your product and service is not the only choice your clients, customers, or patients have. Yet most businesses write copy as if they’re the only “players” in that market.

As you do your rewrite, take a look at your competition and look for some kind of a “crack in the armor” to exploit for your promotion. Look at their websites, sales materials, Pay-Per-Click ads, etc.

Another good source of this is direct mail. If you sign up for mailing lists and actually buy some of your competitor’s products, you can get on their mailing list and start getting their promotions. If you see the same promotion over and over again, then that’s probably their control piece—or their best converting mailer.

Also look at comparables in the marketplace – that is, other companies that sell to your market but aren’t in direct competition.

This is something you should not only do for your copy, but also for your business in general. This will allow you to position your copy better so you’re the “go-to” person in your market!

Source: Dan Kennedy

Sales Letter Secrets Part 1…

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This is truly where “rubber-meets-road” – the creation of your sales letter. It may not be THE most critical component in your Lead Generation System, but it certainly is ONE of the most critical – for a very simple reason:

It’s Where You Ask for the Sale!

Now this is often where a lot of business owners freeze up or freak out – “I’m not a writer!” they proclaim, “I barely even passed English!”

If you resonate with that, relax, I have even more good news:

With the system we’ve created for you here, you don’t have to be a GREAT writer to create copy that sells…. All you need to do is be able to put down the core elements of your offer in the sequence we provide.

Basically, you just have to fill in the blanks to a proven Sales Letter Template. Then go through it again, review and edit out the rough edges, and “voila!” You have a sales letter you can use.

We’ve worked hard to make this as easy as humanly possible.

  • This week, we’ll focus on plugging in text for the Headlines, SubHeads, and Bullets. The benefit of focusing on these elements of the sales letter is that they establish the foundation of your pitch… someone should be able to read JUST the headlines, subheads, and bullets and pretty much get the full picture as to why they should buy what you’re selling.
  • Next week’s article will walk you through cranking out the entire rough draft of the letter.

It’s truly a plug and play process.

And when you finish, even if you don’t consider yourself a “copywriter,” you’ll have in hand a perfectly good Sales Letter that in all likelihood stands head and shoulders above ANYTHING any of your competitors have ever produced.

part1

A Fill-in-the-Blanks Formula for ALL Your Sales Letters

As you go through the step by step process over the next two sessions in creating your sales letter, there’s a basic foundational concept here that you need to grasp:

A sales letter is nothing more than a sales pitch in print.

Don’t lose sight of that reality. Because what you’re doing is putting together a sales pitch much the same as you would to be delivered to someone in person, across the table, one-on-one.

And that’s exactly how we’ve designed this tutorial article for you – it’s a carefully crafted FORMULA laid out sequentially to gradually build the strongest case possible for your product/service.

What this means is that you can use this exact same structure over and again with other sales letters… and other types of pitches you make as well.

Okay let’s get started.

Below is an excellent template for writing a pre-head:

Attention [insert target audience]: Stop Putting Up With [Annoying Task or Problem] Forever!!!

What you want to do right off the bat is grab the attention of your target customer by a) identifying exactly who they are and b) affirming you feel their pain by promising to solve a major problem they have. That’s the goal.

Now for the main headline:

“Discover How You Can Quickly And Easily Get [Big Benefit] Guaranteed To [Insert Outcome They Want] Without [Insert Annoying Problem]!”

This headline should make a BIG promise to solve the major problem identified in the prehead – stating clearly the huge benefit for making that happen. Write out at least three (3) different variations on this formula for your sales letter.

Moving on, here’s the a great template for a SubHead:

After Experiencing [Insert Problem] I Decided To Do Something About It!!!

This subhead introduces the section where you tell your story… you want to establish some kind of affinity with your prospect, either by being one of them and experiencing the exact same pain OR by perhaps seeing the problem affect others you care about… whatever, you want to let them know you understand what they’re going through and that’s why you created your solution.

On to the next Subhead:

Why Not Make The Ability To [Solve Problem] Available To Everyone!!!

This section describes your process of understanding the problem, working through various solutions, and finally finding the key – and then making the decision to make it available on a broader basis.

Then a very special Subhead – one that NAMES your Product:

[Name Of Product]

You want your product/widget to have a KILLER name… something easily recognizable as packed with huge benefits for the customer. We spend serious time on Product names – you should do likewise.

Now the letter should get into some of the specifics as to how you’ll fulfill on the promises you’ve made.

Which Of These Powerful Elements Could You Use To [Insert Benefit]?

Fill the CORE Benefit your Customers desire… which will lead to a list of features/benefits your solution provides that make that end result possible.

Now, identify some of the key features & benefits of your product/widget that directly relate to addressing the CORE Benefit your customers want. Use bullet points.

On to another Subhead – where you should finally reveal the investment required.

Okay, So What’s The Cost For [insert problem they’ll be eliminating] Forever!!

The problem you state here should be one that provokes ongoing, serious pain of some kind.

Now let’s talk about the bonuses you’re offering.

[#] FREE Bonuses Worth[$] If You Take Action Right NOW!

The keys here are to 1) pile on all kinds of extra value above and beyond what the customer would expect and b) install a sense of urgency… because if you delay, you’ll lose out on all of this! Make sure to plug in a realistic value in Worth[$] – what you enter here should be credible.

After that, list all the bonuses individually, state why they’re so valuable to the customer, and then give an associated dollar value to each.

FREE Bonus Gift #1: [Explain bonus and give value] FREE Bonus Gift #2: [Explain bonus and give value] FREE Bonus Gift #3: [Explain bonus and give value]

But I Know You’re Skeptical About [Insert Big Benefit]… Which Is Why We’re Taking ALL The Risk!

Here’s the section where you address skepticism by taking away all risk with your awesome guarantee.

In this subhead, insert a MAJOR Benefit to the customer that results from having that BIG PROBLEM solved… and then assure them there’s absolutely nothing to fear. For example, “But I Know You’re Skeptical About Having Every Carpet In Your Home Cleaned for Practically Pennies on the Dollar AND In Just 45 Minutes… Which Is Why We’re Taking ALL The Risk!”

The final subhead just recaps that this decision should now be a no-brainer.

You Really Can’t Afford NOT To Invest In [Product]!

Just plug in your product name one more time and you’ve got the basic flow of your sales letter done. Congratulations!

Next week we’ll be back on the GKIC blog to talk to you about how to complete this sales letter, so make sure you come back…

Source: Dan Kennedy

The Most Important Web Page You’ll Ever Build…

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The most important page in your whole website strategy is your lead capture page. This is also known as a squeeze page, and even though some people call it a landing page, it serves the same purpose.

This is where you are going to drive all of your traffic with your postcard AND any other media you are using to drive traffic to your site. Any traffic is going to come to this page. And this page has one purpose and one purpose only – to get the prospect to opt in and provide contact information.

It is not to promote your image. It is not to sell a product. It is to get people to give you their contact information. That is its purpose.

Every element on that page needs to contribute to that purpose, to that goal.

What Goes On Your Landing Page?

Now, you are wondering what makes up the elements on the landing page. Glad you asked. Here’s a proven, powerful layout for a squeeze page:

squeeze-page (1)

Let’s go through these elements in detail.

Step 1: Create a Killer Pre Head and Headline

  • The pre-headline identifies who needs to care about what you have to offer.
  • The headline is what draws people in and gets them interested in what else is on the page. You want a headline that engages your prospect, that says to the prospect, “Hey, this is me, I want to read more.”
  • If the headline doesn’t do its job – which is to get the prospect to read the rest of your copy – then your entire squeeze page might as well not even exist.

Too often, marketers make the mistake of trying to sell their products, services and even free newsletter subscriptions in the headline. Don’t even attempt it… you don’t have enough room to do that anyway.

Instead, tempt your prospects with a compelling benefit and arouse curiosity in an effort to make them keep reading. Grab them by the shirt collar and drag them into their copy. If your headline “sucks” them into the rest of your copy, you’ll have plenty of time to use your best persuasion tactics to get their subscription.

And what makes this easy for you is that you’ll be using the EXACT same pre-headline and headline that you used on the postcard we made in last week’s blog:

ATTENTION: Famous [YOUR PROFESSION]’s FREE CD for [TARGET CUSTOMERS] reveals:

Amazing [PROBLEM-SOLVING] System Guaranteed To [ACHIEVE HUGE TRANSFORMATION] Fast!!

Just plug in what you wrote for the postcard and move on to the next section.

Step 2: Write a Great SubHeadline that Teases Them Even More

You want to reinforce your headline AND drive some urgency if possible. Mention the guarantee – take away all risk. Again, as a starting point you could simply re-use the subheadline from your postcard:

If you would like to quickly [BENEFIT], [BENEFIT], and [BENEFIT] ….here’s a FREE OFFER from one of America’s most respected [YOUR SPECIALTY] experts…..

Step 3: Write Great Sales Copy That Gives Them a Reason To Opt-In

You might be asking, “Why do I need to sell here, they’ve come to my page to opt-in?”

Well, just because someone took the bait to come to your site that doesn’t mean they’ll complete the task by opting-in. You need to factor this is in:

People are actually somewhat afraid to give their email address and contact info to a stranger.

And that’s because of the fear of having their address shared and spammed. As such, taking the time to write good sales copy will increase your conversion rate.

So You Need Great Sales Copy!

We talked about the headline and why that’s sooooo important. But there’s more.

Once you’ve pulled your prospect into your copy with the headline, then you need to sell them on why giving you contact info in exchange for the LGM is a great deal for them. That means giving them strong reasons why they should join, with a strong emphasis on a bulleted benefit list that catches the eye.

Think of your bulleted benefits like mini-headlines: Each of them should promise a benefit and, preferably, arouse curiosity.

Here’s the basic template for you to use in this section of the Squeeze Page:

Screen Shot 2016-11-16 at 12.11.04

Again – this shouldn’t be difficult as you’ve already created the bullet points when you did your postcard. Just take the best ones from it and use them again here.

Step 4: Finish with a Strong Call to Action

Finally, your squeeze page should end with a strong call to action. This is where you specifically tell your prospects exactly what you want them to.

Common sense suggests that if you have a strong headline and strong, benefit-laden copy, then prospects would be eager to join your list – and they’d know exactly what to do. But tests have also repeatedly proven that telling prospects EXACTLY what to do increases your conversion rate.

Here’s the model you want to use:

  • Some Kind of Scarcity Applies
  • So DO NOT Delay – Sign Up NOW!

Step 5: Put in the Opt-In Webform

This is where you’ll need to put in the necessary code to connect your landing page with a specific Customer Relationship System (CRM).

Then, when someone “opts-in” to your email list, their contact information is added to your CRM and its database.

There are a variety of systems out there – 1shoppingcart.com, Constant Contact, aWeber, MailChimp, and more. They all have great support in helping you set up your website to capture emails and send emails so we won’t cover that here.

The example we’ll demonstrate for you involves aWeber – one of the best services out there.

Step 6: Display the Thank You Page

Your CRM – aWeber, whatever – will enable you to automatically redirect the prospect to another web page after they enter their contact information. This is a great time to congratulation them on making the decision to get the LGM… and to give them a rough idea of how long to wait until it arrives at their doorstep.

Source: Dan Kennedy

A Step By Step Guide To Taking Your Offline Leads Online

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We are now going to talk about my very favorite form of marketing. The strategy we’re outlining here is both effective AND relatively inexpensive – postcards and integrating online marketing with offline marketing.

So, we are going to talk about how to use offline methods to generate leads online.

Why is this exciting?

  1. You can reach lots of highly targeted prospects. As we get into this, you will see why.
  2. It’s so easy. There are so many people, and so many of these Internet marketers, who are intimidated by using direct mail or using offline methods because they think it’s hard. The truth is direct mail is easier than almost all of the online things. It’s easier to do.
  3. You get a much, much, much higher quality of lead. You see it doesn’t matter how many subscribers you have, but are they qualified subscribers? Are they good subscribers? Are they going to buy something?

I know people with lists of 100,000 people who don’t do squat in sales. And other people with a list of five thousand people who kick butt because it’s not the quantity, it’s the quality. So, you get a much higher quality of leads with offline methods.

You could also ramp up sales very, very quickly, make a lot of money, and get rich very, very quickly.

Maybe you are wondering about the best method for driving traffic to the site and then to your product. Well, the best method is direct mail. Now, do I say only use direct mail? No, I say use everything you can. But for now we recommend using direct mail, which is great because you can ramp up something very quickly.

Let me explain what I mean…

It’s All About the List

Victoria’s Secret has (and I forget what the exact number is so I am just going to use this) 100,000 hotline names every single month. Hotline means that 100,000 people have either subscribed or bought something within a month or three months. Those are hotline names in direct marketing.

You can rent a Victoria’s Secret list. Remember that each month they have 100,000 new people who have bought something. Well, if you can find a product or service that you can sell to the Victoria’s Secret list, you will get rich very quickly just from that one mailing list.

There are people that have become millionaires by mailing to one gigantic mailing list of highly targeted prospects.

So, how do you do this? I am going to give you four letters—four very powerful letters— and here they are: SRDS─Standard Rate and Data Service. Check them out at www.SRDS.com, or head on over to your public library (a major facility, not a tiny satellite) and ask the nice lady at the reference desk for a looksee at a copy.

SRDS lists every commercially available mailing list on the market. It also has a ton of list brokers. List brokers are people who will find lists for you. SRDS is a subscription, and it’s about $500 a year, but it is well worth the subscription price.

Here’s why: You can rent targeted lists of buyers of products similar to the product that you are trying to sell. Buyers—not people online looking for free information and clicking on every Google AdWord they see to see how much free information they can get. Not freeloaders and moochers in discussion groups who think that everything should be free. Buyers—people who have taken out their wallet, taken out their credit card and actually bought a product.

You can even target it to people who have bought a product very similar to the one you are selling.

Let me ask you: What do you think is a higher quality lead? There really is no comparison. So for example, let’s say you are selling stuff teaching people how to make money in real estate—it’s a huge market. You can go and rent the email list of people who bought other real estate gurus products. You want to get the Carlton Sheet’s list— you can get that list! Again, the key is buyers, buyers, buyers, because this equals qualified traffic.

And what’s really exciting is you can get lists of buyers who have email addresses. Not that you are going to rent the email address, but the beauty of this is if you can get buyers of products similar to yours that have email addresses so you know that they are online. If they have an email address, they are online.

Why I Love Postcards!

Let’s say we rented the list. How do we get our information out to drive people to the website? I am going to suggest that you use the lowly postcard.

Why?

  • Number one: It’s inexpensive.
  • Number two: It’s fast to use.
  • And number three: It works.

So, how do you design your postcard? Easy – you model exactly the sample postcard we’ve provided by applying your information when filling in its associated template.

Here’s the SAMPLE Postcard:

Side 1

PostcardTemplate_side1

 

Side 2

PostcardTemplate_side2

The sample was written by Dan Kennedy himself to drive prospects to a lead capture website where they could get a free audio CD (Lead Generation Magnet).

It’s packed chock-full of benefits, reasons, and testimonial proof for why you should sign up to get this free audio CD.

It worked like gangbusters and that’s why we’re passing it along to you to model. Let’s now look at the associated Template for this postcard.

Filling in the Postcard Template

We’ll start with filling in SIDE 1 and then move on to SIDE 2.

Step 1: Fill In the PreHead Section

You’ll need to enter your [PROFESSION] – what it is you call yourself AND the [TARGET CUSTOMER] – exactly who it is your Lead Generation Magnet (LGM) is designed to help.

Step 2: Write Your Headline

You’ll need to identify the Core Problem your LGM is designed to solve as well as the HUGE Transformation the Target Customer will experience by having this problem solved. So fill in the blanks to create your headline:

Amazing [PROBLEM-SOLVING] System Guaranteed To [ACHIEVE HUGE TRANSFORMATION] Fast!!

Step 3: Write Your Sub-Headline

Here’s where you’ll need to identify three key benefits the customer will experience from having their core problem solved. Then add in the area in which you specialize – so they can see you’re a top tier expert. So fill in the blanks to create your sub-headline.

If you would like to quickly [BENEFIT], [BENEFIT], and [BENEFIT] ….here’s a FREE OFFER from one of America’s most respected [YOUR SPECIALTY] experts…..

Step 4: Write Your Opening Paragraph

The opening paragraph introduces you, names the LGM, and restates the key transformation experienced by the target customer when they get the LGM. Fill in the blanks to create your intro paragraph.

Here are the reasons why [YOUR NAME]’s “[LEAD GEN TITLE]” Will [STATE THE KEY TRANSFORMATION] for YOU too:

Step 5: List Challenges They’ll Overcome AND Benefits of Doing So

Next you’ll provide a list of bullet points that list the challenges they’ll overcome thanks to getting the LGM… but don’t stop with that, state an associated benefit for overcoming each challenge. For example, in the Sample Postcard, the first bullet was this:

• How to sell at prices higher than your competitors, with zero price resistance (raise your profits now!)

The challenge: Selling at higher prices The benefit: Raising your profits now!

Write up a list of similar bullet points for your LGM. You want somewhere between 3 and 7.

Step 6: Pile On Even MORE Reasons to Get The LGM

Here’s where you write another paragraph and list even more benefits of grabbing your LGM. These can be more basic benefits of what they’ll learn from the LGM and/or mini-transformations they’ll experience. For example, here’s a couple from Dan’s SAMPLE:

  1. Why and how to STOP “COLD” PROSPECTING forever!
  2. Sell in a competitive vacuum
  3. Sell more with less stress, earn more in less time
  4. So fill in the text with your own answers here – again, pile on the reasons to get your LGM now!

And [TARGET CUSTOMER]s change their entire experience [DEALING WITH KEY PROBLEM] with…..

  1. [Mini Transformation / Benefit]
  2. [Mini Transformation / Benefit]
  3. [Mini Transformation / Benefit]
  4. [Mini Transformation / Benefit]

Just one of these ideas put to good use could dramatically, positively [BENEFIT TO CUSTOMER] — and you can discover all the details in a FREE CD from [YOUR NAME].

Step 7: Tell Your Story to Establish Professional Credibility

Dan’s copy now does a great job of describing who he is and why it matters to you.

Who Is Dan Kennedy? — And Why Should You Rush To The Phone, To Get His Free CD That Reveals Breakthrough Money Strategies? ENTREPRENEUR MAGAZINE wrote that Dan has “102 money-making strategies for any business.” INC. MAGAZINE included one of Dan’s books on its “500 best business books of all time” list. Each year, Dan speaks to over 200,000 people, including appearances on the famous “SUCCESS Tour” (as seen on CNN, in TIME)…Appearing with former U.S. Presidents, General Colin Powell, Larry King…business leaders like Ben & Jerry of Ben & Jerry’s Ice Cream, Jim McCann of 1-800-Flowers, top sports agent Mark McCormack…and Zig Ziglar, Tom Hopkins, Brian Tracy. These events draw audiences of 10,000 to 20,000 people! And private clients “pay through the nose” for Dan’s advice one-on-one: his fees start at $5,800.00 a day or $800.00 an hour, and he typically commands over $25,000.00 for a “project” — and 80% of all clients who use him once, do so repeatedly.

Millions of dollars worth of his “Magnetic Marketing Owners who then use Dan’s methods and “paint by numbers” marketing tools to boost their incomes — a few of their comments are in a box on the other side of this postcard.

Your story will of course be different. But the common elements you should use are:

  • Experience / Achievements / Certifications
  • Honors and Awards
  • Name Dropping of Celebrities in your Market
  • Numbers of programs sold / people helped
  • The Value of YOUR Time
  • Fill in this part of the postcard with YOUR story.

Step 8: Make the CALL TO ACTION

Here’s where you give out the web address of where they need to go to get the LGM. Make SURE you put down the exact URL – enter the text exactly as written into your own browser to make certain it works!

Then pile on just a bit more guilt with a statement that’s basically “Unless you’re already 100% happy with your own crappy results, why wouldn’t you say ‘Yes’ to this?” We’ve used this kind of text formula over and again on order forms, opt-ins, etc. and it’s very powerful. Big tip there!

We’re done with SIDE 1 – now on to SIDE 2…

Step 9: Fill in the Headline on Side 2

This is easy – just use the exact same headline from Side 1 that you created back in Step 2. No need to get creative, use the exact same headline.

Step 10: Add in Testimonials

In the “What Others Say About [YOUR NAME]” box, put in 3-5 testimonials. They should relate to the LGM if possible, but if not, just testimonials about you, your services/products, etc. would be okay. The key here is to lay out REAL social proof from happy customers who are singing your praises.

Step 11: Call to Action

Tell them where to go by writing in the exact URL for your lead capture website. It should match the one you put on SIDE 1. Again – test it!!!

Source: Dan Kennedy