In This Issue Vol.

9, Issue 6 - November 2013

l Dan’s In-Box
Social Media Works, But
He’s B-A-C-K
A Tried ‘N True You Don’t See “Us” Do
Every Now & Then, I Wonder
l WHAT WORKS? – “Small Mentions” Lead
Generation, From Your Own Media - Pg. 8
Dan Kennedy’s l Dan’s IN-THE-TRENCHES Report - Pg. 7

[email protected] l FINAL THOUGHTS THIS MONTH - Pg. 12

INFO-Marketing
l The Back Page - A Point About ATTENTION
And INTEREST

Letter REMINDER: This letter alternates with Special Reports.

Every other month, this Letter, every other month, a
different, in-depth Special Report on one aspect of the
information business.

It is a perverse reality in the speaking business suddenly as a baby can burp. Many, many moons
that your calendar can be nearly empty and cup- ago, when young, single and tending bar, I went
boards bare when the call comes and you get a home with a woman at the end of the night, (and
booking on a certain date, let’s say January 16. yes, everybody does look better at closin’ time)
No sooner have you marked it on the calendar only to literally escape through her window
and invoiced for the deposit, another call comes while she was in the kitchen fetching drinks, hav-
from a different client who wants you on the ing discovered a veritable zoo of stuffed animals
same date, and has no wiggle room in the sched- and six cages of live snakes populating the bed-
ule. I once had this with 3. Recently, I had it with room. When complaining about this psycho to
my Titanium Group. Literally a day after I had a wiser friend, he shrugged and said, “Well, you
accepted a second member marketing into the picked her up.” Indeed. I told my pained client
same niche (a maximum limit I impose), a third the same thing. He picks hs customers. He is too
marketer to that niche, and a great, “lifer” private penny wise-pound foolish, too lazy, too governed
client called and asked to join. With a new area- by habit-force, too addicted to the easiest media
exclusive marketing program for a client, out of (for him, online search engines), and carrying so
the first 9 sales, 2 came from the same darned city. much business and personal fixed overhead on
Why does this sort of thing happen with such his shoulders he fears any one step backward to
maddening consistency? I have no idea. But I do take two steps forward….so he stays imprisoned
have 40 years’ experience with it. in the hell of his own making.

Are You A Hostage?

Most celebrities have a ‘better deal – out clause’ in
their infomercial, speaking and personal appear-
ance contracts, allowing them to cancel one if a
better one comes along from a competitor or for Napoleon Hill identified habit-
the same date. Most of us can’t get such clauses in force as controlling most people,
our business lives. This is why selectivity in your and noted that one can develop
marketing is so important. You don’t want stuck constructive or destructive habits
with a herd of Roseanne Barrs or Tom Arnolds, by choice, but still find it damna-
and have to turn away Angelina Jolie or Brad Pitt bly difficult to break free of any once imbedded
for your Friday night date. The same day I wrote and in control. This is trebly true about individu-
this, I had a long conversation with an on-again, als’ business thinking and behavior. We all want
off-again client who is making very, very good to do “it”, whatever “it” is, as we have become
money but absolutely despises his customers – accustomed to doing it, and to think about “it”
and fears them, for they can turn into trouble as as we’ve become comfortable thinking about
“it.” That’s why so much money is made preach- auto industry, but GM even more than others,
ing to the converted and so little, by comparison, succumbed to a particular, extremely destruc-
is made by converting skeptics and recalcitrants tive addiction. In my old world of professional
to new and different ways of thought or behav- speaking, there are many peers of mine, from my
ior. And why attracting customers who already time, still, after 30 and 40 years, rather desper-
have a mind-set conducive to what you want to ately needing next week’s fee to pay last month’s
do with them is profitable, while attracting cus- mortgage, because they could not break free of
tomers lacking the “pre-existing condition” can a certain mental addiction. I need never speak
be deadly. again or otherwise get another dollar of earned
income and I’ll live very nicely, simply because I
I recently took on a client in info-marketing, in- rejected that industry’s collective habit-force, and
volving myself in his entire company, on percent- had a radically different (by only 2 sentences)
age-above-base compensation in lieu of fees and mindset about the business. I have shared that,
royalties, something so rare it’s happened only generously, but found almost no other speaker
6 times in 40 years, because he swears that he is able to break free of his own habits of thought
ready, willing and financially able to invest in and behavior to profit from my advice. They all
substantially better quality customers, and I am remained hostage to their habits. Every business,
taking him at his sworn pledge. His is a category profession, field has this. And it IS dangerous
of info-marketing where everybody lives off low- and contagious.
est hanging fruit, easily and cheaply obtained,
but of value for a shockingly short time, then If you are looking for something to give thanks
spoiled. If he honors his pledge, he will, very for this holiday, try the capability for rational and
early, be frightened, but in 6 to 8 months, he’ll independent thought. As far as we know, only
be thanking me profusely – and giving me very humans were granted this power – all other spe-
big checks. Over the past 6 months, I – working cies were given only instinct and narrow, limited
closely with my #1 List Wizard, Craig Simpson intelligence about their own basic role on earth;
– weaned a client of mine off cheap, compiled, a horse knows how to be a horse, but cannot re-
demographic mailing lists and cheap mail pieces, invent himself as an astronaut or a novelist or a
and replaced it all with merge-purge response chef. But there’s not much point in giving thanks
lists costing about three times more, and more for this if you don’t use it. It’s good to consider
elaborate mailings, and at first she was anxious; your addictions, your habitual thinking patterns,
she is now extremely pleased with the improve- your deliberate blindness and deafness to facts
ment in client quality, worth and behavior. She that contradict your habitual beliefs. Addictions
has replaced mailings of 20,000 to 30,000 with are not easily broken. I know this well, person-
targeted mailings of 5,000, achieving compara- ally. I see it in even my best clients. The first step
ble results, and cut the personal selling required is identifying and acknowledging them.
by her business by about 20%. These situations
are all about getting to and bringing in prospects NEWS & OPINION,
with a pre-existing mind-set condition. STRATEGIES &
TACTICS
I can – and do – dramatically alter businesses,
their net profits, their sustainability and security
DAN’S IN-BOX
with this approach, but, very frankly, few info-
28/13
marketers are willing to change in this way. Their
habit-force addictions to raw numbers and big-
- SOCIAL MEDIA
WORKS, BUT. Here is a prob-
lem I see and have reported
gest quantity regardless of quality stand firmly in
their way. They are hostage to their habits. again and again. If you don’t
count time or time bought from
In a book I’m strongly recommending now, just others, and take the hard cost of advertising on Face-
out in paperback, Bob Lutz’ Car Guys & Bean- book and elsewhere against direct revenues produced
Counters, he reveals how the entire American by prospects moved to sales sites, webcasts, etc, the

Page 2
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ROI is spectacular. In one recent case, $500.00 pro- the 90-minute preview seminar being held physically,
duced $30,000.00. (+6,000%). In another, preview not virtually, at the Sheraton Omaha, put on by “Your
seminar seats are being filled with acceptable pros- Friends At Facebook”. As they promise to teach how
pects at under $50.00 each, a number so cheap it’s to get the new customers you need via Facebook, they
almost unimaginable. But. In most cases, these wins send out e-mails, they climb aboard airplanes, they
can’t be multiplied to serious volumes. If, in the first stand where I have often stood, in the meeting rooms at
example, you tried spending $50,000.00 in the same Sheratons and Holiday Inns – and if they were smarter,
way and in the same time frame you spent the $500.00, they’d send out direct-maiil too. So let’s not be fooled.
the ROI would collapse. By comparison, if you do a test Nobody’s standing in that Sheraton hallway, down by
in mailing lists where $5,000.00 turns into $300,000.00, that last meeting room, nervously hoping enough of
you can quickly and methodically multiply it – the lists the people who made reservations show up UNLESS
from which you pulled 5,000 names may have 50,000 THEY HAVE TO.
or 250,000 compaable names plus there are other
comparable lists. Tests beget roll-outs. And there’s a 29/13 HE’S B-A-C-K. Arnold began making money
bigger problem: basing your business on unsustain- way back when as an info-marketer to the body-build-
able economics. First of all, if you become dependent ing crowd. In addition to his own direct-to-consumer
on, say, a $50.00 butt in seat cost or a 6,000% ROI on publishing business, he had a lucrative partnership with
media investments, you’ll be ruined when those costs Joe Weider, the publisher of Muscle-Builder Magazine,
skyrocket (as they will – all “new” media starts out now Muscle & Fitness Magazine. Over the years he’s
cheap, goes through a period of gradual
cost escalation, then – boom! – suddenly
zooms high), and, second of all, you are
severely restricted in how you can grow.
A business that is fueled by and succeeds
to a point with unreasonable and unsus-
tainable costs of customer acquisition are
bankruptcies waiting to happen. Putting
this sort of thing into a mediamix is fine
and it is even, arguably, foolish not to. But
ARNOLD
depending on it, extremely dangerous and
limiting. Further, online media has proven
ISBACK!
itself subject to dramatic rule changes, In
crippling restrictions and arbitrary banish-
ments by its owners, amd will be subject
to a fast-rising flood of regulatory interfer-
d
ence in the very near future. All new media
follows that pattern, too: starts as an “out-
law frontier” with no sherrifs, then gradual
imposition of order, then suddenly – boom!
– a blizzard of new laws, rules and taxes
arrives. I’ve seen a fair amount of new me-
dia in my time.

Diamond Member Darin Spindler, creator

of KidsBowlFree.com, sent me the e-
mail he received inviting him to become
a savvy Facebook marketer by attending
Page 3
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been on the cover more than 60 times, and in its inte-
rior pages, endorsed or sold books, courses, videos,
equipment and supplements. Many people forget Ar-
nold holds five Mr. Universe titles and one Mr. Olympia
title. He immigrated here, poor, became a champion
body-builder, an info-marketer and event promoter and
product endorser to that sub-culture, a real estate mo-
gul, top dollar movie star, and Governor of California;
now back to movie star, and back to his roots – hawk-
ing his new line of supplements (Arnold.com), taking
an “executive editor” position with Muscle & Fitness.
A new fitness book aimed at boomers and seniors
coming soon. (He is 66.) He has maintained on-going
presence in this sub-culture market throughout all the
years, centered around the big competition event that
bears his name, held annually in Columbus, Ohio. For
a time he had “let himself go” physically, but he is back
to his Terminator physique, on display in his new movie
with Stallone, Escape Plan. Regardless of that movie’s
numbers (unknown as I write this), Arnie’s swagger is
back, hero status restored and his dominance of the
body-builder market occurring all over again. You can
go home again. And if you have been away from or lost
your grip on a subculture or niche market, the formula
which Arnold is using in his return deserves study, to
identify its key elements and steps.

30/13 A TRIED ‘N TRUE YOU DON’T SEE “US” DO.

-
Example #1, shown on Pages 5 & 6, is the current
package-insert, put into various companies’ product
shipments, for Stratford, one of the big dogs in the
correspondence school business. Decades back, I did
some work for ICS, Int’l Correspondence Schools. As
trivia, Napoleon Hill wrote ad copy for ICS’ forefather
entity, in the 1920’s. The formula you see here has not
changed much in all that time, in this industry’s ‘con-
trols’ – ask the prospect to, by some means, choose
the career that interests them, from a cafeteria of ca-
reers. (In this case, they tear a perforated icon off and
affix it to the reply card. If you think this antiquated,
know that over 50% responding are between ages
17 and 25.) This is the same formula that drove book
and record (8-track; cassette; CD) clubs’ advertising.
And it is one of the two ways I entered my first niche:
marketing information to speakers….with a catalog of
variably priced special reports on very specific how-to
(Continued on Page 7)
Page 4
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STRATFORD CAREER INSTITUTE

POBOX875
CHAMPLAIN NY 12919-9959

Page 6
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 (Continued from Page 4) the new lead generation, special reports, and
workshop marketing system I built for her fi-
topics. It is also the way I dealt with bonuses when first nancial advisory practice. With one initial, rela-
marketing The No B.S. Marketing Letter. “PRECISE tively small wave of marketing, about a dozen
CHOICE(S) OFFERED” is the strategy. You don’t see $19,000.00 (discounted to $14,000.00) licenses
many info-marketers in our world using this strategy, were sold; seven licensees attended the start-
but you would see a lot of direct marketers and direct to training; and Ron Sheetz audio and video record-
consumer publishers who live in an alternate universe ed it, to replace ‘live’ start training for all future
of professional info-marketing using it a lot, if you were licensees. (By the way, Ron live-switched edited
paying attention to the entire publishing/training indus- the video on the fly, producing a nicely edited
try. Of course, the big pay-off is in tying each sepa- 2 camera shoot product with minimal post pro-
rate choice to its own sales funnel (not dumping all the duction costs.) So, only about $170,000.00 in out
leads into one, general funnel). I have shown this con- of the gate revenue, but all within a 60 day span,
stantly to info-marketer clients with very little success in for her, a sideline, second business. In the past
getting any of them to use it – I suppose because it is 3 years, I’ve personally guided six from-scratch
complicated. This also has broader application, by the info-biz start-ups and am pleased to report that
way; I have taught and am currently teaching a special five of the six have succeeded and are on-going
reports/precise choice marketing strategy to chiroprac- enterprises, and three topped 7-figures in rev-
tors, dentists and financial advisors. The relative few enue within their first 12 months. (One fizzled,
who grasp its power and use it get exceptional results. 99.9% due to “pilot error” and distraction, with
three other businesses.)
EVERY NOW & THEN, I WONDER. Calvin Harris – do
you know that name? He is a big-time, famous “DJ” ANOTHER GKIC PRODUCT LAUNCH. Also in
hired to spin records and lead the parties at some of September, you hopefully paid attention to,
Vegas’ biggest, baddest mega-clubs, where a VIP ta- possibly watched the entire online video series
ble fee can top $10,000.00, cover charges range from for the new ‘Lifestyle Liberation Blueprint’, with my new-
$50.00 or $100.00 in the long line to $500.00 for the est A-Z Info-Biz Blueprints as its centerpiece.
short line, and a 5-figure bar tab is low. According to
The two videos featuring me were also shot
FORBES, last year, Calvin earned $46-MILLION as a by the aforementioned Ron Sheetz, on several
DJ, more than Kanye West and Derek Jeter combined, jerry-made sets at my Ohio home and one at
and annoyingly, more than me, and probably me and my Imperial Auto Castle, deliberately “home-
you combined. His nightly fee averages $300,000.00. made looking”, and giving viewers something
There is not now nor has there ever been a success- quite different from the rash of lookalike power-
education speaker of any sort who hit a $300,000.00 points/video sales letters out there. This was ba-
average for his speeches or seminars. It’s a little late
sically a throwback production. Given a higher
for me to switch to DJ’ing. But I think I will raise my
budget (not really feasible for one ‘n done pro-
fees. motions), more time, and actually sitting in an
edit bay making decisions, adding on screen
Dan’s IN THE TRENCHES type panels, and so forth, I could have made this
considerably better and closer to TV infomercial
Report standards, but for a low budget, quick ‘n dirty
production, I was pretty pleased with it. As a
ANOTHER NEW INFO-BIZ LAUNCH. In Septem- launch topic, it’s narrow rather than broad (like,
ber, I worked for 2 days with a client, Phyillis Pil- as egs., DNA GAME-CHANGER), and is about
vinis, and a small group of new area-exclusive li- new opportunity, thus ruling out participation
censees for the marketing program built around
(Continued on Page 10)

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 'f I \A/
\VAVl(] V\/ or k$ n
I

“Small Mentions” Lead Generation,

From Your Own Media
I am about to describe, explain and “demonstrate” a very powerful moneymaking strategy many
info-marketers possess the opportunity to use – but don’t. I’m going to give you exact statistics;
real numbers, from the most recent use of one of my favorite strategies – made possible by the
media platform I designed, built and that GKIC maintains. In case you’ve lost count, here is the
GKIC-owned media list:

1. No B.S. Marketing Letter (monthly – paid subscription)*

2. No B. S. Marketing GOLD Letter (monthly – paid subscription)*
3. No B.S. Marketing DIAMOND Letter (monthly – paid subscription)*
4. No B.S. Marketing TO THE AFFLUENT Letter (6X Year – paid subscription)*
5. Marketing to Affluent Hot-Sheet (6X Year – paid subscription)*
6. Weekly Fax (Diamond Member Benefit) (obviously, weekly)
7. No B.S. INFO-Marketing Letter (6X Year – paid subscription)**
8. INFO-Marketing Reports (6X Year – paid subscription)**
9. Look Over Dan’s Shoulder with Copywriting Confidential (12X Year – paid subscription)***
10. E-Mail to Opt-In Lists

*Bundled into GKIC Membership. **Bundled into IMA Membership. ***Separate subscription from GKIC.

There is a “secret” to be extracted just from the existence of this list, but that’s not the point, here
and now. If you are perceptive, and you only publish one newsletter for your tribe, you might di-
vine this secret.

To the strategy – I like using all this media to gently and patiently generate leads for different
actual or contemplated offers. Over the past 4 months, I’ve been engaged in just such a “small
mentions” lead gen campaign for my two training events set for June of NEXT year. When this
campaign began, we were TEN months from the events. Because the campaign consists of”small
mentions” diffused into all of the above media, the campaign took nothing away from nor got in
the way of other, major GKIC marketing efforts, such as those for Info-SUMMITSM or Lifestyle
Liberation or Fast Start Implementation Boot Camps. No one got offered the 2014 events unless
they responded to the “small mentions” and directly, specifically requested advance information.
Only those people were sent “plain jane” sales letters, via 3-Day FedEx.

There were 161 who raised their hands over the 4 months, most during 3 of those months. Thus,
only 161 people out of the entire GKIC Membership were “affected” by the campaign. That is both
good and bad news. It’s good, in that I got to play “small ball”, quietly. It’s bad, in that it might
suggest a limited appeal for these subjects which could mean difficulty in hitting the total

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registration target (of 150 minimum), or, more likely, it indicates a significant number of Members
don’t thoroughly read the material sent to them or/and are lazy and passive.

Of those 161, 46 are registered for both events, plus 14 registered just for one or the other of the
two, with total revenue topping $160,000.00. 60 from 161 = 37% response. Nice. (Ever the optimist,
I was hoping for half.) The “small mention” campaign has zero cost….all the above media is going
out anyway, and all but the e-mail is paid subscription media to boot. This put us at 60 of a max
of 185 registrations permitted – 1/3rd of the way there before using any “marketing real estate” that
trades against other offers. The original sales letters converted to prettier, formal sales brochures
were mailed to Members in late October. This fell between the end of Info-SUMMITSM market-
ing and serious start of 2014-Spring SuperConferenceSM promotion. It should at least double the
number registered. The whole thing will then rest for one to two months, then return to a “small
mentions” campaign – with ample time in the Spring to either promote it at SuperConferenceSM
or after SuperConferenceSM if there’s any seats left to sell. With luck born of strategy, there will be
no tele-seminars, webcasts, multi-step mailings, or outbound telemarketing ever needed. Fingers
crossed, breath held. In toto, a $600,000.00 unit of business will be engineered with minimal
trade-off against anything else, and without heavy effort.
(By the way, these ARE two very valuable and unique Trainings. One, THE CRAFTSMANSHIP OF ONE-TO-MANY
SELLING PRESENTATIONS, is very directly relevant to info-marketers, although not expressly about info-marketing.
If you have NOT received invitation information and want it, you can let ME know by fax, 602-269-3113. Oh, and that
was a small mention. In small print.)

One other thing, those early registrants from the “small mentions” campaign were offered a
$200.00 discount from the June 2014 events if registered for this year’s Info-SUMMITSM, to
discourage either/or thinking. Of the 46 advance registered for June, more than half were also
registered for Info-SUMMITSM.

I have even conducted more than one, overlapping “small mentions” campaign at the same
time in these media, with good results. Just as I was finishing this piece, a fax arrived from a
long-time GKIC Member who admitted having stubbornly resisted the entire series of mailings
and e-mails promoting this year’s Info-SUMMITSM. He had determined to skip it, for a 2nd year in a
row. He said it was a small mention in the No B.S. Marketing to the Affluent Letter of something I was doing
at the Summit that changed his mind, so he was now coming. My “mention campaigns” for the
two major GKIC events (Info-SUMMITSM and SuperConferenceSM) go on for months, even as a
different small-mentions lead generation campaign for something else occurs in the same media.

This is also the way I wield The Swift Sword. I try to avoid difficult challenges if at all possible,
one of which is deciding on a training, product or service people are not easily interested in and
eager to know more about. This can be avoided with “light” lead generation in your own media.
Poor response, the floated idea is killed. “Floating ideas” is done by Presidents and other politi-
cians all the time, often via “leaks” to the media. A person who might be considered for nomina-
tion to a post, a tax scheme, etc. is field tested, sometimes only with friendly media, maybe with
key donors. Many then never survive to actually be proposed. This is a form of “dry testing” that
is perfectly legal and also innocuous – most don’t notice it or if they do, they don’t remember it
from one month to the next. 

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 (Continued from Page 7) 1970’s to Present, plus Content pieces, his-
torical items and more. IF YOU MISSED THE
of a lot of niche industry info-marketers as affili- SUMMIT, you can get info about it from GKIC.
ates – but chosen and timed for feed to the No- And also @ GKIC, the organizing of my 2014
vember Info-SUMMITSM. The results: a very good TITANIUM Info-Mastermind Group, which I’m
base hit, into 7-figure territory, but candidly not happy to report is now full, this done before the
a home run. (The next launch is set for very Info-SUMMIT , thereby avoiding a need to take
SM

early in 2014, for a broader, “harmless” re- any Summit time or “real estate” to present it.
boot of The Magnetic Marketing System®. If you are
in a position to participate as an affiliate, you 2014. lFor GKIC, I continue hosting most of
should contact GKIC immediately.) the monthly Diamond Calls & CD’s, plus several
special Calls exclusively for Titanium+Platinum,
NEXT UP. lI signed on, in October, with a long- writing The Dan Kenedy Letter inside the No B.S. Market-
time client, Michael Kimble, and his associate ing Letter and additionally contributing to it, con-
Phil Grove, to develop the marketing to add tributing to the Diamond Letter, writing/edit-
a “road show business” with touring preview ing the Marketing to the Affluent Letter, writing/editing
seminars to their already successful real estate the No B.S. Info-Marketing Letter & Reports, doing most
investor oriented info-marketing business, and of the Diamond (and above) Weekly Memos
to re-make or create new marketing for other and working at both SuperConferenceSM and
parts of the business. This is a big, big, big and Info-SUMMITSM……as well as writing copy for
complex project that will take well into the first major promotions and product launches, and
quarter of 2014 for completion. lI also took on consulting. FOR THE RECORD, because it seems
copywriting for and a speaking engagement for there is always idiotic gossip afloat, this basi-
Greg Stanley/Whitehall Management, a leader cally equates to an UNCHANGED relationship
in the dentist niche, occurring in January. lAlso, and level of involvement on my part with GKIC.
finalized a guest expert work day with the top lThere are two “Dan Only Trainings”, for which
level mastermind group of Nick Nanton’s and advance (discount) registration ENDS ON DE-
Jack Dicks’ (Celebrity Branding Agency), which CEMBER 22: The Advanced Wealth Attraction Academy (2
I’ll be doing in Orlando in February, immediately Days) and Craftsmanship of One To Many Selling Presentations (1
before GKIC’s Winners Weekend (with a family – Day), each with a 185 primary attendee cap, and
kids ‘n grandkids) Disney trek wrapped around as of this writing, nearly half the places taken, re-
it. Also, with the aforementioned Kimble, I’m spectively. (CONTACT VICKY BY FAX @ 602-269-
involved in test-market launch for a new health 3113 FOR REGISTRATION ASSISTANCE OR REFER
related direct marketing business, with an info- TO THE BOOKLET SENT TO MEMBERS BY MAIL
marketing side and a goop ‘n juice ‘n pill side, IN LATE OCTOBER.) Also, my consulting con-
which will wend its way to either full blown roll- tinues: I have (again) modified my (limited) Pri-
out or swift sword, first quarter 2014. lOf course, vate Client Group Program (which bundles one
@ GKIC, there is the annual Info-SUMMITSM this to one phone and in person consulting), and
month, for which I’ve developed a major new will be offering a limited number of individual,
training presentation on Copywriting for Info- stand-alone consulting days (reduced from the
Marketing, and a brand new ‘Lifetime of Work 2013 availability), “one off” phone consultations
Archives Collection’ was completed through- as schedule permits, comprehensive copy cri-
out this year, for premier at the Summit. This tiques (as schedule permits), and accepting no
is a “MONSTER” – well over 1,000 pages, with more than 5 speaking engagements. Services
hundreds of complete examples of ads, sales Menu with fees available from Vicky by request;
letters, campaigns, etc. spanning from the fax 602-269-3113.

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BOOKS, BOOKS & MORE BOOKS: (1) The new, his new book, The Direct-Mail Solution, to be pub-
expanded and up-dated edition of NO B.S. TIME lished shortly. (If you have a book idea of your
MANAGEMENT FOR ENTREPRENEURS (2nd Ed.) hit own suitable for Entrepreneur, I can be of assis-
the market last month, and just prior to that (2) tance, whether contributing or not). (7) I have
my first fiction book, as co-author with famed also just signed a contract with a different pub-
mystery novelist Les Rob- lisher, Penguin, to write a long, long over-
erts: WIN, PLACE OR DIE, with due, new How To Make Millions With Your
a harness racetrack as its Ideas. If you believe you have a story that
fits one of its chapters or content catego-
ries, please let me know. The old version
LES
ROBERTS
DAN
S. KENNEDY
Willi
is still available and, mysteriously, selling
well, if you want to check it out. I want to
I I feature GKIC Members and clients as much
as possible in the new version. This is a ma-
jor book with a major publisher.

(By the way, WIN, PLACE OR DIE is an outstanding Xmas gift for
any mystery reader you know, and you can say you know the
author. )
background, but
OTHER INTERESTS: lI am continuing to drive
with an entrepre-
in about 200 races a year, the stable as whole
neur/financier as its
exceeds 1,000 races a year, most at Ohio tracks
#1 murder victim.
but some in Pa. and NY. (I am often asked why
(3) Coming next and soon, a major addition to
I’m still working, and the answer is for oats,
the No B.S. series, NO B.S. Guide to BRAND-BUILD-
hay and veterinarians’ kids college educations.
ING by Direct-Response, which I believe to be the
I do not know how long this will continue. Be
first and only book in the brand info category
thankful for my addiction, if you like me hang-
that kicks traditional branding in its tiny testicles
ing around here.) lCommercial real estate in-
and mis-guided pea brain and advances a com-
vestments managed by Darin Garman thrive.
plete and richly demonstrated strategy for FREE
As “it’s a small world” trivia, we recently got the
brand eminence derived from sane, profitable
first Great Harvest Bread store in Iowa as our
direct-response. My Titanium Members behind
tenant; Nido Qubein sits on its board, making
the Iron Tribe Fitness brand are co-authors, pro-
me his landlord (somewhat like I now claim to
viding a start-to-present illustrated case history
have been an opening act for KISS). lAs of this
spanning a handful of chapters and supported
writing ImperialAutoCastle.com and the first brick-and-
by online videos, and there are several guest
mortar location is doing okay, but not hitting its
chapters from others with different, specifically
original goals, so there is more work to be done
relevant experience. (4) In 2014, I’ll be doing up-
(sigh). At least I didn’t open a restaurant like my
dated and revised editions of two of the older
buddy and Titanium Member who shall remain
No B.S. books, Marketing to the Affluent and Ruthless
nameless. And I have free storage for my 4 clas-
Management of People and Profits (the latter getting
sic cars. We also now own a Maybach, available
new, significant contribution from my Titanium
for rental with uniformed driver, should you
Member Keith Lee). (5) I also contributed the
wish the ultimate private livery experience the
anchor chapter to an anthology book recently
next time you come to town.
published by Nanton & Dicks’ Celebrity Press,
STAND APART. (6) At Entrepreneur Press, I’m a co-
***********
author with Titanium Member Craig Simpson of
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Final Thoughts, This Month - what cupholders, Chrysler again served this de-
have I been doing, for 40 years? sire for portability. Anyway, what I thought
my joke was a reality. Go figure.
Steve Miler sent me this photo:
I do go back, as I said, to records.
In fact, motivation, sales train-
ing, leadership, etc. on records
– 45’s and albums – lasted well
into the late 1960’s, maybe ear-
ly 70’s. For this industry, it was
the audio cassette that changd
everything, not the 8-track.

So, this month, at GKIC’s annu-

al Info-SUMMITSM, essentially
the annual convention of the in-
fo-marketing world – an event
of my creation, there was to be
a little celebration of my 40th
Year Anniversary in this field. I
am writing this beforehand, in
October, so I have no idea how
it turned out. There was some
talk of it being simulcast/web-
cast, so maybe you saw it even
It’s real. Bill Lear, the inventor of the Lear
if you weren’t there. Anyway, it was 40 years
Jet – which I sometimes fly on, also invented
ago that I was born as an info-marketer and
the 8-track tape player, with Steve’s father.
had that incredible experience for the first
It replaced this beauty, which Chrysler had
time of realizing you can take your ideas, pro-
in some of its models in the 1950’s: a record
ductize them, put out an ad or a sales letter,
player that flipped down, underneath the
and have people sending you money. I take
dashboard and played 45’s. I have often
it for granted now, but it’s heady stuff when
joked about motivational and sales train-
first experienced.
ing records (which I did have) being hard
to play in the car, because the needle kept I started out just about that – creating stuff
scratching ‘em when the car hit a rut or and trading it for money. My relationship
braked to a quick stop. I had never seen this with info-marketing gradually became about
before and had no idea anybody had actu- much more, including, in turn, starting oth-
ally put record players in cars. I was born ers. So, let me tell you about another info-
in 1954, and this must have ended when I marketer born, from a very long pregnancy.
was still in my single-digits. The idea seems I recently got this note from Peak Perform-
mechanically preposterous, but you have to ers/Diamond Member Richard Bueckert.
give Chrysler kudos for trying. We Ameri- I’ve bold-faced a “strange fact” I’ll come back
cans have always wanted portability. It to.
drove this; it drives the loading of the smart-
phone with every entertainment now. When “I think we both know most of the GKIC
Iacocca loaded his invented mini-vans with flock really don’t ‘drink the Kool-Aid.’ I know

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I didn’t. I would take a sip here and there, but ness. That’s how it has so often happened,
never committed – until now. Your latest Dia- the making of the niche “guru”. One of my
mond faxes as well as Lee Milteer’s comments books, one of my speaking appearances, one
at the last Peak Performers meeting FINALLY of my products, then doing what most don’t
convinced me that MASSIVE I – applying it to their busi-
change was needed. Ever 1) Be Somewhere I nesses; their auto repair shop,
since I first saw you speak I their law practice, their fitness
– and you first sold me your
stuff – at the 1992 Ski-Doo
2) Sell Something I

I
gym, their tax prep practice,
dealer meeting in Edmonton, etc., etc. Then, finally, becom-
your teachings have resonated 3) Provide a “place” I ing an info-marketing leader

I in their industry, and some-

with me. I stuck with them,
in the power-sports business, times later going beyond it,
4) Manage a path for
I

used them to amazing suc-

I
the path traversed by folks
cess when I sold Ford cars, greater involvement I
like Joe Polish or Bill Glazer.
I
and in the protective coatings Or even becoming a franchi-
business I’ve operated since sor, like the Iron Tribe guys or
2001. I’ve also kept coming back to them after Dr. Tomshack with HealthSource.
personal problems, a divorce, a bankruptcy – I
figured if you could (move past those things), so
Many times I’ve been asked to succinctly
could I. For that alone, I thank-you. Now it’s time
for massive action; I face my 50th birthday EN- summarize what the dickens I’ve been do-
ERGIZED! In the last 90 days, I’ve sold my brick- ing for these 40+ years. Here it is:
and-mortar protective coating business (and
freed myself from its pain in the ass employees) (1)
and I’m diving headfirst into a new information
business, marketing everything I’ve learned to One, being somewhere – being visible and
other protective coating business operators…. accessible in a wide variety of places (includ-
Thank you for the guiding light.” ing a Ski-Doo dealer convention), so people
of a certain mindset could discover me. An-
TWENTY-ONE YEARS AGO, he sat in the
other way to say it, operating a multi-faceted
audience, at a corporate convention, where
feeder system.
I spoke for Ski-Doo, the guys who make
snowmobiles and water sports vehicles. The
gig came by Ski-Doo’s V.P. buying a copy of (2)
my ULTIMATE MARKETING PLAN book in
a bookstore, reading it, and calling to hire me Two, peddling a product(s) that is specifically
to speak if possible. The info-product bought designed to introduce those who do discover
by Richard was a version of my MAGNET- me to an understandable philosophy and to
IC MARKETING SYSTEM. In 1992. He has simple tools and tactics from which they can
hung around, left ‘n returned, ultimately get- get small victories and be encouraged.
ting very active, including participation in
GKIC’s Peak Performers/Implementation (3)
Group run by Lee Milteer. And now becom-
ing one of us, taking GKIC-style marketing Three, providing a “place” where they can
and business methods he applied and per- hang around and I can keep talking to them,
fected in his particular business and using it mostly through media, regularly and consis-
as the foundation for a niche-industry info- tently and persistently, while they, as Richard
marketing, coaching and consulting busi- put it, sip, sip, sip, until they each get ready at

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their own pace to commit and fully embrace engagement – its fee, the on site sales, plus
and act on the ‘master plan’ I present. this one guy – repaid the writing of the book
and the invested time and effort in promot-
(4) ing it. This is the incredible wealth secret
of this business: the value of just one good
Four, managing a progressive path to great- customer. It takes quality and constancy and
er involvement and greater diversity of op- longevity to get the whole harvest. A lot of
portunity – this, often, taking a person up people don’t understand that.
from ‘own boss’ to ‘business owner’ to ‘entre-
preneur’, all the way to Renegade Millionaire So, another info-marketer birthed, after a
Entrepreneur. long pregnancy. Now we’ll watch him grow
up and grow rich.
These four steps are not mysterious. Most of
these ‘secrets’ are visible, to be copied – yet That’s what I’ve been up to, these 40 years. To
hardly anybody has or does, completely and borrow from Lyman Wood, what a way to make
accurately. In the late 70’s, I heard Rich De- a living! You might say: what an ODD way
Vos, the co-founder of Amway say that their to make a living. I say: what a GREAT way
entire success system was visible and could to make a living. So, to you: my thanks. My
be copied but no one would or did – instead sincere gratitude. You, individually; you, all
borrowing pieces but looking for shortcuts of you, have been the interested, responsive
and easier ways, perverting it, and never audience that made all this possible. No man
coming close to the same kind of success. I has had a better one.
didn’t fully appreciate his remarks then, but
I do now. I will again explain this in a dif- DAN
ferent way at my Advanced Wealth Attraction
Academy in 2014, as it applies to any business,
not just info-marketing. There are three strat-
egies in play: the horizontal range of attrac-
tion; the funnel(s) and fences, with which to
organize and “fatten the herd”; the vertical
ways of monetization. This is a powerful
prism to view a business and a business life
through.

One last thing – I want you to consider that

book the Ski-Doo exec found, and this one
guy who was in that audience. What has he
been worth to us? Given that he is a Peak Per-
formers Member, has attended events and
bought products over 21 years, been in con-
tinuity for some of those years, safe to say:
over $100,000.00. I’ve brought a lot of people
into my fold who have each been worth more
than $100,000.00 to us. That is a big fact. This
is the seed planting the late Jim Rohn talked
so much about. Arguably, the one speaking

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 PBS Catalog - See The Back Page for Dan’s Comments

AWITIOW.AI.
POP CUJ.TURE
TITLES OW
-----------"2 PAGE 24

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The Back Page interest – not presume it, just because recipients paid to
receive the thing. I think a whole lot of info-marketers pre-
Page 15 is the cover of the November mail-order catalog, sume. I admit to being lazy about it here, with the Info-
sent out by PBS. Yes, in case you didn’t know it, they Letter, although, again, I’m not in total control. I’m toying
are in the mail-order business, selling their own products with a change in 2014.
and others, in direct competiton with for-profit companies In this case, PBS had a super-hero product, giftng them a
yet subsidized with tax money and mailing at discounted natural reason to utilize certain attention-getters for its de-
non-profit rates. Nice work if you can get it. But the reason mographic – nostalgaic images from our childhoods. The
I’m showing this to you is not to grouse about asinine fed- specific choice isn’t the point, though. What’s important is
eral tax policy. It is to make a point about ATTENTION the fact that a choice is made, and, in their case, as with
and INTEREST, two of the things info-marketers need most catalogs and all magazines, a different choice made
to create every time they leave their caves in person each of the 12 to 50 times a new issue is put out during
or by media, in search of food. In real mail-order busi- the year. They know that the competition for attention
nesses like this one, and at most magazines’ offices, con- and interest is never permanently won – a new battle
siderable angst revolves around the images and words for is fought, won or lost, each time. Even if you have a good
each cover; each month’s; each issue – so that it can cap- relationship with your customers, it doesn’t make them
ture attention at the bookstore, drugstore or supermarket easy. This is the mistake so many marketers make. Ful-
newsstand or when arriving in the clutter of the mailbox, fillment is seen as an expense to be minimized, instead
and then create enough interest that it is purchased off of an opportunity, and a place where it is essential to fight
the newsstand or held back from the trash can at home. for and invest in attention and interest – this somewhat
In short, the cover is in a fight for the entire piece’s sur- akin to Ray Kroc’s insistentence that janitorial costs for
vival. Days, weeks, alternatives, arguments go into this pristinely clean bathrooms go into the marketing budget,
process. Hefner reportedly picked and decided on all the not the building maintenance budget. This, a long lost les-
Playboy covers himself. In most places, it’s by committee. son. Newsletters, catalogs, even events are managed as
Sometimes two, three, even four different covers are put if attention and interest is automatic. The difficulty of the
on a percentage of the same issue’s circulation, and the tasks of attention and interest routinely under-estimated.
split-test information gained is used for future decisions. There’s my message. Customers aren’t easy. They won’t
If you go back a number of years, to when I controlled the just flop onto their backs and spread ‘em ‘cuz you showed
cover of the No B.S. Marketing Letter, about half the is- up. PBS’ donors and customers won’t read what PBS
sues featured a mid-page tease banner about something sends them just because PBS sent it.
inside, an odd photo, even an attached grabber, reflect-
ing my belief that I had to fight for and win attention and nnnnn

PUBLISHER’S NOTICES: EDITOR

Dan S. Kennedy
Copyright © Glazer-Kennedy Insider’s Circle™ LLC expressly disclaims all warranties
as to the contents of this publication including, without limitation, the implied warranties Should you wish to communicate
of merchantability, fitness for a particular purpose, and on-infringement, and
with Mr. Kennedy’s office directly
makes no warranty as to the results that may be achieved by using the information
contained in this publication. Because this information can be used in a variety of concerning consulting, copywriting,
ways to fit various business purposes, Glazer-Kennedy Insider’s Circle™ LLC will not items suggested in this News-
be responsible for any damages (including, without limitation, indirect, consequential, letter, or speaking engagements.
special, or punitive damages) suffered or incured by any person arising out of such
person’s use of or reliance on this publication or the information contained herein. FAX: 602-269-3113

All rights reserved. Reproduction or translation of any part of this work beyond that per- Phone: 602-997-7707
mitted by Section 107 or 108 of the 1976 United States Copyright Act without permis-
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should be addressed to Glazer-Kennedy Insider’s Circle™ LLC.

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