Dan Kennedy…
Write that identify down. For those who’ve by no means heard of this man earlier than, you might be actually lacking out. For those who already know who Dan Kennedy is, you’ll respect this put up.
Each profitable entrepreneur can credit score somebody for serving to them have an enormous breakthrough of their enterprise. For me, that particular person is Dan Kennedy. Dan is the KING of direct response advertising. He’s the king of MARKETING. He has personally mentored tens of hundreds of individuals like myself, serving to them obtain their entrepreneurial goals.
Dan taught me many priceless classes by means of the years. In a nutshell he taught me the best way to “stand out” within the market and “to get prospects to contact me first.” He taught me the best way to leverage myself by means of “sound advertising and methods” and create a enterprise that doesn’t revolve 100% round my private efforts. For that I’m grateful.
Lots of the entrepreneurs you see on-line had been skilled by Dan Kennedy personally, or by one among his proteges. I purpose to be one of many individuals who continues his legacy, lengthy after he’s gone.
Though I’ve by no means met Dan Kennedy personally, I’ve learn most of his books, learn his publication, bought a few of his coaching programs, and listened to a whole bunch of hours of his recorded seminars and coaching.
Prime Dan Kennedy Quotes
What I wish to do within the paragraphs beneath is share a few of my favourite Dan Kennedy quotes from his well-liked books. I’ve the quotes sorted by which e-book they got here from. Every quote is in daring and italics. After every quote I’ll share my very own two cents on the subject. Get pleasure from.
Belief Primarily based Advertising and marketing Ideas
# 1: You may get laid with lust. However you get married and keep married with belief.
Lust is enjoyable, but it surely doesn’t final ceaselessly. Lengthy-term, purposeful relationships (both private or enterprise) require belief, laborious work, and dedication.
# 2: I’ve lengthy believed in enterprise that, quite than get clients to make gross sales, it’s smarter to make gross sales to get clients.
It’s costly to seek out new clients. Most companies lose cash on the preliminary sale. Their actual income come from repeat purchases from the identical clients.
# 3: Earnings tends to get spent. Fairness accumulates and converts to wealth.
Earnings comes and goes. The actual measure of wealth is the variety of months you’ll be able to keep your present way of life with out working. The actual objective of constructing a enterprise is to promote it someday for a big revenue. Or, have a enterprise that continues to generate income and revenue, even should you cease working.
# 4: Most businesspeople are sometimes tactical, hardly ever strategic.
As an entrepreneur, it’s your job to do the strategic work. You have to concentrate on the massive image. You should be the visionary. You may rent different folks to do the tactical work. It’s your job to work on what you are promoting, not in it.
# 5: Most individuals are quietly, privately frightened by nearly every thing of their lives and each choice they make. Don’t take it personally. Individuals have shockingly little confidence in themselves.
Most individuals have worthiness and self-confidence points. It’s your job to assist construct up their confidence in you, your product, and your organization.
# 6: Success hardly comes through entitlement.
There aren’t any profitable victims. Till you are taking 100% accountability and possession of your individual life, you’ll by no means develop your full potential.
# 7: I can’t consider an even bigger handicap in promoting than to be seen as, perceived as, considered, or felt as one other salesman.
Your job is to be an advisor or coach, not a salesman. As Dan says, “you wish to be the welcomed visitor, not the uninvited pest.” That is the place good advertising helps. Your job is to generate tons of leads and prospects and have a great advertising system that sifts and kind them for you (mechanically) so you’ll be able to merely cope with the people who find themselves all for your supply and speak to you first.
# 8: A salesman has merchandise. The advisor has options.
You might be actually within the answer enterprise. It’s your job to seek out out what your prospect desires after which present them how your services or products helps them resolve that downside. Individuals purchase what they need not what they want. Individuals purchase a drill as a result of they need a gap, not as a result of they need a drill.
# 9: However the buyer doesn’t actually wish to be the king. The shopper desires to seek out the one that is one of the best at what they do and rent them to be their king.
Everybody desires to do enterprise with the one that is greatest at what they do. To provide you an instance, let me ask you this query. For those who had been going to promote your private home tomorrow, would you quite checklist it with the brand-new agent who has by no means offered a house earlier than or checklist it with the highest producing realtor in your space? Precisely.
# 10: There is no such thing as a extra important a software of authority than authorship.
The quickest technique to change into an professional at one thing is to write down and publish a e-book about it. This offers you immediately credibility.
# 11: You select solely primarily based on what works greatest in assembly your goals.
It doesn’t matter what you want or don’t like. It’s about what works and what your prospect desires. Determine what works. Check, take a look at, take a look at. After which do extra of it!
# 12: You could be very clear in regards to the sort of consumer you need, in mind-set phrases, not simply in factual or statistical phrases. You then must create your belief relationship with that consumer within the methods which can be most well-liked and valued by that consumer, and that serve your individual pursuits most productively.
If everyone seems to be a possible buyer, nobody is a possible buyer. To work good, you have to decide your perfect prospect after which focus your advertising efforts on reaching folks in that demographic.
# 13: The extra we’re uncovered to one thing or to somebody, the extra we belief it or them.
Good advertising offers a number of exposures till the message is embedded into the prospect’s unconscious thoughts they usually settle for it as their very own or imagine in it. Bear in mind, the common particular person must see one thing at the very least 7 to twenty occasions BEFORE they make a shopping for choice. This is the reason large manufacturers hold their advertising message in entrance of you always.
# 14: Everyone is unconsciously searching for the like-minded or comfortably comparable of us to huddle with.
All of us wish to belong to tribes of people who find themselves like us. We love to do enterprise with people who find themselves like us.
# 15: Establishing your authority is one thing that needs to be finished in every gross sales presentation – no matter how large or little you might be.
Set up your credibility and experience and present folks WHY they need to do enterprise with you and never another person. Discover and develop methods to be totally different and stand out within the crowd. This is without doubt one of the most essential trust-based advertising ideas.
# 16: The upper up the revenue ladder you climb, the extra you discover the folks there are being paid extra for who they’re, not for what they do.
Individuals purchase YOU, not what you might be promoting. Profitable folks perceive that, they usually do every thing they will to extend their worth. Be the kind of particular person you wish to appeal to.
# 17: Listening to one thing mentioned one thousand occasions in not as convincing as seeing it as soon as.
Most individuals are visible learners. Each time you are able to do an illustration, will probably be rather more efficient than simply speaking to the prospect or explaining it. Incorporate dwell shows or video shows into your promoting course of.
# 18: I’ve seen, by the way in which, that each nice salesperson I’ve needed to make shows to me in some unspecified time in the future will get a authorized pad, sheet of paper, or perhaps a serviette and creates info for me.
Nice salespeople hold it easy. They add the private contact.
# 19: Nothing is extra fascinating to most individuals than themselves.
Get folks speaking about themselves. It’s the quickest technique to win a buddy. You’ve got two ears and one mouth for a cause. Use them in that proportion. The highest salespeople are nice at asking questions and listening.
# 20: No human need exceeds the need to be understood.
Take heed to folks. Present a real curiosity in others. Attempt to see issues from their perspective at any time when doable.
# 21: Referrals are all the time strongest once they come from an individual of energy or affect.
When somebody with affect and credibility provides you a referral, it’s a lot better than simply getting one from an peculiar particular person. Ask for referrals from everybody you speak with.
No B.S. Time Administration
# 22: I make some huge cash every day simply by not commuting.
Most individuals spend at the very least an hour a day commuting (spherical journey). For those who multiply that by 5 days per week for 50 weeks a yr, that’s 250 hours per yr of wasted time. By working from dwelling, you might save your self that point and be extra productive, or have extra time for your self.
# 23: Management is just not about outworking all people.
You have to discover ways to work good. Sure, there are occasions when you have to put in lengthy hours to make deadlines and get stuff finished, however on the finish of the day you have to be good about the way you spend your time in what you are promoting. Time administration is a prime talent of profitable entrepreneurs. Anybody can work laborious and put in lengthy hours however being productive is one thing totally different.
# 24: Ok is nice sufficient.
There is no such thing as a such factor as perfection. If you’re a perfectionist, you have to recover from it. It’s higher to get one thing finished at this time than take per week so you can also make it excellent.
# 25: Advertising and marketing is the very best paid occupation and most dear a part of a enterprise.
The entrepreneur’s actual job is MARKETING the services or products that their enterprise presents. The blokes and gals who grasp advertising are those who make the money register ring and dwell a great life. As soon as once more, your merchandise are usually not what you are promoting. Advertising and marketing your merchandise is your actual enterprise.
# 26: Most salespeople are a lot too product – and process-oriented – not sufficiently prospect oriented.
Say much less to extra folks. You do not want to be a product professional to achieve success with what you are promoting. As a substitute, you have to be a folks professional. Work in your folks expertise and all the time hold your pipeline full.
# 27: However there’s not a soul on the planet who will get in eight productive hours a day.
Most individuals, no matter what number of hours per day they work find yourself losing lots of time on non-productive stuff. I encourage you to trace your productiveness for a day and see how a lot time you waste. It’ll shock you.
# 28: If they will’t discover you, they will’t interrupt you.
Generally you have to flip off your telephone, shut down Fb, and lock your workplace door so you’ll be able to focus and get issues finished. Try this for even an hour or two a day and you’ll be amazed at what you’ll be able to accomplish.
# 29: Most individuals will suck up about as a lot time as you allow them to.
Of us will waste your time should you allow them to. Maintain your conversations quick and on level. Attempt to do most correspondence by electronic mail since it’s faster and extra environment friendly than speaking on the telephone. Maintain telephone calls to a minimal.
No B.S. Direct Advertising and marketing
# 30: Most enterprise homeowners are nearly clueless in terms of promoting and advertising.
Most enterprise homeowners are technicians. They’re good on the technical work of their enterprise, however they’re clueless in terms of discovering new clients, producing leads, and making gross sales. Studying direct response advertising is for sure the only biggest factor you might concentrate on to earn more money in what you are promoting. Being good on the technical work in what you are promoting is essential, however it’s not sufficient. You could study gross sales and advertising if you wish to succeed.
# 31: Give attention to response and gross sales.
Your ONLY goal together with your promoting is both to generate a lead or make a sale. You don’t wish to do what the massive companies do and attempt to model your self. In each advert you do, you wish to focus in your goal market and get them to request extra info, name a toll-free quantity, go to your web site, mail in a coupon, request a free report, go to your retailer, or make a purchase order.
# 32: To any extent further, nothing you do will probably be only one factor. There will probably be a deliberate sequence of issues accomplished.
The cash is within the follow-up. Your prospect might want to see your message MULTIPLE occasions earlier than they act. You may’t ship one letter or place one advert and anticipate a lot to occur. You wish to hold contacting folks till they die, purchase, or inform you to not contact them anymore.
# 33: No matter your expertise in what you are promoting and even your experience as a direct marketer, your opinions and emotions about your advertising don’t rely.
The one opinion that issues is that of your buyer. It doesn’t matter what your partner, accomplice, co-workers, and even what you concentrate on your promoting. The one factor that issues is that it really works and offers you a optimistic Return on Funding.
# 34: Most companies get poor outcomes for his or her promoting and advertising as a result of they put out no bait, awful bait, or the unsuitable bait for the critters they hope to draw.
If you wish to catch fish, use worms not Doritos! Ensure that your advertising and your “supply” are designed on your goal market. Use bait that pursuits them, and you’ll generate extra leads and make extra gross sales.
# 35: You might be within the advertising enterprise.
Your services or products are usually not what you are promoting. Your actual enterprise is MARKETING, ADVERTISING and SELLING what you are promoting, services. When you have a barbershop, for instance, your job is just not reducing hair. As a substitute, it’s advertising and promoting to seek out new shoppers who need their hair lower. Does that make sense?
# 36: The easiest, most worthwhile, most life-changing program you might put your self on for the subsequent 6 to 12 months is devoting one stable, uninterrupted, inviolate hour every day to mastering direct advertising.
As a enterprise proprietor, you have to MAKE time to study direct response advertising. Spend 30 to 60-minutes a day for a few years and study every thing you’ll be able to about gross sales and advertising. That is one of the best use of your time, if you wish to develop what you are promoting and enhance your income and income.
# 37: We don’t talk a lot as an organization. I talk as an individual.
Whenever you do your advertising and promoting, make it conversational in tone. Make it sound like you might be having a pleasant dialog with the particular person. You don’t wish to come throughout as an enormous enterprise, or perhaps a enterprise. As a substitute, you wish to sound like a buddy having a pure dialog with somebody, sitting throughout the kitchen desk from you.
# 38: Supply companies folks need, not what they want.
Attempting to promote folks what they want is a waste of money and time. Focus your efforts on promoting folks what they wish to purchase.
# 39: The enterprise proprietor ought to all the time use a number of types of direct response advertising.
By no means depend on just one supply of promoting. That means, if it dries up or stops working you don’t lose your solely lead technology supply. As a substitute, attempt to discover a number of sources of promoting, ideally three to 5 alternative ways to achieve your goal market and generate extra leads.
# 40: Nothing occurs in any enterprise except a sale is made.
As a enterprise proprietor, you might be within the promoting enterprise. You have to discover ways to promote or rent individuals who know the best way to do it. With out gross sales you received’t be in enterprise lengthy.
# 41: Go towards the grain. Do the other of what the norm is in your business. For those who do what everybody else is doing, you’ll by no means get forward and be on the prime of your business.
Don’t do what your competitors does. As a substitute, discover methods to be distinctive and stand out. Examine profitable companies in different industries and study from them at any time when doable. Have a look at your rivals and do the precise reverse.
# 42: To the shock of most enterprise homeowners, mass media promoting is often the least worthwhile factor they will do to construct their enterprise.
Focus in your goal market. Solely promote in locations the place folks in your goal market are most probably to see it.
# 43: You may’t make $100,000 doing $10 per hour work.
Spend your time correctly. Focus your money and time on the cash producing actions. Don’t spend your time cleansing your workplace, answering the telephone, sorting information, and many others. Delegate these duties and focus your money and time on the gross sales, promoting, and advertising.
# 44: You’ll all the time earn more money from a seamless relationship than from a one-time transaction.
The actual income come from having glad, repeat clients.
# 45: When your advertising is nice sufficient, worth is nearly a non-factor.
Develop good advertising and you will see loads of individuals who wish to do enterprise with you, even if you’re the most costly enterprise on the town. Simply make it possible for your advertising clearly explains the advantages and worth that you simply supply.
# 46: Advertising and marketing finished properly does the vast majority of promoting for you.
For those who do your advertising proper, the one folks you’ll speak to are those which can be prepared to purchase proper now, or the oldsters who merely want just a few questions answered earlier than they make the choice to purchase. When you have good advertising, you don’t need to be a fantastic salesperson your self.
# 47: For those who attempt to be every thing to all people, you aren’t something to anybody!
Develop a crystal-clear distinctive promoting proposition. Know who your goal market is and concentrate on them completely. Don’t attempt to enchantment to everybody. Enchantment to your goal market.
# 48: What others say about you is 1,000 occasions extra plausible than what you say.
Use testimonials in your promoting, advertising, and follow-up. A very good testimonial is price its weight in gold. Individuals received’t imagine what you inform them, however they are going to imagine what your different clients inform them.
# 49: Making a sale is a multi-step course of.
Usually, you don’t simply place an advert and make a sale. You want a strategy of a number of exposures earlier than most individuals will purchase. You want a great follow-up course of.
# 50: Nothing can occur in what you are promoting except you might be getting a gentle stream of leads, have a great system that may sift, type and prequalify these leads so that you solely get certified prospects and have a wonderful follow-up system that converts your prospects to clients…. who change into repeat clients since you keep in contact with them, constructing relationships of belief and confidence.
That is the recipe for achievement in enterprise. Leads actually are the lifeblood of what you are promoting. Mix that with good advertising and a great follow-up system and you’ve got a profitable 1-2-3 mixture.
# 51: For those who promote in a fashion that solely appeals to folks on the finish of the shopping for course of, you waste the vast majority of your advert {dollars}. Chances are you’ll get some fast consumers, however you allow behind numerous different prospects who may very well be developed into consumers by means of follow-up if first captures advert leads. Have a look at it this fashion, if all you do is promote for fast consumers, chances are you’ll be getting 5 cents of worth for each $1.00 you spend on promoting.
Most individuals who see your adverts are usually not prepared to purchase what you could have proper now. Simply specializing in the folks prepared to purchase proper now’s a nasty transfer. As a substitute, concentrate on producing leads after which following up with these of us till they’re prepared to purchase what you could have.
# 52: One of many least expensive methods to get extra gross sales is to name your clients.
It’s simpler to promote one thing new to somebody who has finished enterprise with you prior to now than it’s to exit and discover a new buyer.
# 53: For those who can’t or received’t make investments about $25 to $30 a yr per buyer in holding your fence in tip-top form, I recommend getting out of the ranching enterprise altogether.
You should be keen to spend some money and time to care for your present clients. Your clients are price some huge cash to you, while you consider their lifetime worth. Don’t be so centered on buying new clients that you simply overlook about your previous clients.
# 54: For those who go away your clients alone for very lengthy, in the event that they really feel ignored or under-appreciated, they’re extra simply lured away.
Individuals are bombarded with gross sales and advertising messages each single day. For those who don’t keep in contact together with your clients a few times a month, one other enterprise will snatch them up from beneath you. Most individuals who cease doing enterprise with you’ll cease as a result of they don’t really feel appreciated. Do the little issues your rivals don’t do, and it’ll make an enormous distinction.
No B.S. Wealth Attraction
# 55: The queasiness about worth, about who any person is promoting to, about their capacity to pay, and about their capacity to afford it’s lethal. And the reality is, anytime you begin to make these choices for different folks, it actually displays extra about what’s happening internally with you than it does about anything.
Don’t pre-judge folks. Let every particular person you speak to resolve what’s greatest for them.
# 56: It’s a enormous, enormous mistake so that you can settle for any a part of the suggestion that cash’s tight or laborious to get, that your clients don’t have cash or received’t spend it.
Individuals have cash for the issues they wish to spend cash on.
# 57: I’m additionally completely satisfied that should you don’t do properly financially in America at this time, it’s both on account of utter ignorance of alternative or alternative. It’s undoubtedly NOT on account of lack of alternative.
There may be loads of alternative on the market in the actual world should you exit and seize it.
# 58: You don’t get what you deserve. You get what you negotiate.
You get what you earn! The extra worth you convey to {the marketplace} the more cash you make.
# 59: You get what you intentionally and deliberately appeal to, by who you might be but additionally by what you assume, say and do, and get others to do.
That is the regulation of attraction at its best.
# 60: Cash has no ethical conscience.
Cash is neither good nor dangerous. It’s what we do with it that counts.
# 61: For those who assume that you need to be financially rewarded since you are trustworthy, hard-working, and sort to previous folks and pets, you’re in for a really disappointing life.
To earn cash, and plenty of it, you have to PRODUCE outcomes and you have to convey worth to {the marketplace}.
# 62: Too typically, achievement, accomplishment, and ambition are outlined as greed.
There’s nothing unsuitable with wanting extra out of life. It’s okay to be egocentric and fear about your individual success.
# 63: Greed is making an attempt to get one thing for nothing, to take with out alternate.
All offers needs to be mutually helpful for each events so it may be a win-win transaction.
# 64: You’ve got a obligation to pay the minimal taxes required of you.
Examine the tax regulation and deduct every thing that you simply LEGALLY can. Pay what you owe, however not a penny extra.
# 65: For those who can prepare what you are promoting construction or affairs otherwise or relocate what you are promoting with a purpose to pay much less taxes, it’s your sworn accountability to take action.
As a enterprise proprietor, it’s your accountability to look out for the stakeholders (you) and do what’s greatest for you.
# 66: The entrepreneur’s accountability is that this: most revenue and wealth to his shareholders.
I couldn’t say it higher myself.
# 67: Each man’s tragedy is any person else’s alternative. That’s commerce.
One particular person’s failure is one other particular person’s alternative.
# 68: Entrepreneurship is all about opportunism.
For those who can’t discover a possibility, create one.
# 69: The unimaginable commonality amongst profitable entrepreneurs is having been broke or previously gone by means of chapter.
Most entrepreneurs have failed a number of occasions, or extra, earlier than they grew to become profitable.
# 70: Entrepreneurial success and wealth creation, in addition to wealth attraction, require a willingness to danger and expertise failure and the emotional resiliency to get well from it rapidly, decisively, passionately, and persistently. Hardly anyone will get to success by means of a straight line.
Success as an entrepreneur is about having a imaginative and prescient, studying as you go, adjusting as wanted and sticking with it. For those who’re scared to fail, you’ll by no means succeed.
# 71: Each consumer I’ve ever had who has made a fear-based enterprise choice has later regretted it.
Don’t let your fears get one of the best of you.
# 72: Few persons are drawn to whiners, complainers, excuse-makers, or wimps. Hanging out with a sufferer is just not interesting to most fairly sane folks.
There is no such thing as a such factor as a profitable sufferer. Watch out who you spend time along with. You may find yourself identical to them.
# 73: Energy is derived from taking accountability, weak spot from disavowing it.
You have to take 100% accountability of your individual life if you wish to achieve success.
# 74: Most individuals communicate lack, poverty, inadequacy, doubt, and worry.
We change into what we take into consideration. Ideas are issues. Program your thoughts with optimistic ideas if you would like success.
# 75: Skilled gross sales execs know it’s infinitely tougher to make the sale you desperately really feel you have to make than the sale that doesn’t matter somehow.
Whenever you don’t care whether or not folks purchase or be part of, you’ll make extra gross sales.
# 76: If you understand extra about x than your supposed clientele, you ARE an professional. It doesn’t take a lot to be an professional.
You merely must know extra about one thing than the particular person you might be speaking to is aware of about it.
# 77: Wealth received’t discover you if you’re at dwelling slouched on – or hiding under- the sofa.
Wealth and earning money are sometimes disguised as laborious work.
# 78: Nearly the one cause for his or her meteoric success was merely moving into movement, earlier than they had been prepared.
For those who look forward to the right second to do one thing it should by no means occur. There is no such thing as a excellent time to get began. The time is now.
# 79: If poor folks knew how shockingly peculiar millionaires had been, there’d be much more millionaires.
There isn’t a lot distinction in capacity, expertise, or talent from a broke particular person and a millionaire. The foremost distinction is the way in which they assume.
# 80: Everyone has concepts. Everyone has latent abilities. Everyone has capacity. Few act on them.
An thought is ineffective if it isn’t acted upon.
# 81: Companies should be market pushed; not private pleasure pushed.
For a enterprise to be viable and worthwhile, there should be a respectable demand within the market.
# 82: Larger is just not essentially higher. Extra gross could produce much less web but additionally could transfer you from grasp to slave earlier than you understand it.
The NET revenue is what actually issues. Generally, larger is best, however not all the time. There may be true magnificence in small however worthwhile.
# 83: Time on a job, years doing a job, doesn’t enhance the inherent worth of the job being finished.
Expertise is overrated. It’s your competence and efficiency that issues.
# 84: Proudly owning what you are promoting for ten years doesn’t entitle you to something greater than your latest competitor of 1 yr. What you get comes from the worth you create and ship.
Simply since you’ve been round longer than one other enterprise doesn’t make you entitled to something.
# 85: Earnings is short-term and perishable. Worth and fairness could be constructed to final.
Your actual goal is to transform your revenue into wealth.
# 86: If you understand advertising, you might be within the final energy place.
Your services or products is just not what you are promoting. It’s your capacity to successfully market your services or products that issues most.
# 87: The faster you align your current habits with the habits of people that have already got, are attaining, and are experiencing the outcomes you aspire to, the sooner you get these outcomes.
Encompass your self with individuals who have what you need and encourage you to greatness.
# 88: Wealth is just not about revenue.
Wealth is the variety of months you’ll be able to keep your present way of life with out working.
# 89: It isn’t about following the lots.
Have a look at what the lots do and do the other if you wish to achieve life and enterprise.
# 90: All companies succeed or die on efficient advertising methods.
Advertising and marketing is crucial exercise in any enterprise.
# 91: It’s vitally essential to mentally and bodily transfer away from being the doer of the exercise of what you are promoting as quickly as doable.
If you’re the enterprise, you don’t personal a enterprise, you personal a job.
# 92: A much more priceless worker is the one who can “promote” our product, not the technician.
It’s simple to seek out folks to do the technical work of a enterprise. Gross sales is crucial job in any enterprise. With out gross sales there will probably be no technical work.
# 93: As a enterprise proprietor, your most extremely compensated position is the power to guide, encourage, and educate others to finish the day-to-day operations of what you are promoting.
As an entrepreneur, you should be the visionary and system developer, not the doer doing the technical work.
# 94: It’s the one that can implement methods that may be taught to many and encourage them to excessive accomplishment who revenue has limitless ceiling.
The individuals who do properly in any business, particularly community advertising, are individuals who can develop methods that anybody can comply with.
# 95: Most entrepreneurs function by the seat of their pants, with out well-thought-out, confirmed, step-by-step methods for each facet of their companies. I imagine the quantity of wealth you’ll be able to accumulate as an entrepreneur is instantly linked to how systemized what you are promoting is.
And not using a system, it isn’t a enterprise. If every thing depends on you it’s not a enterprise.
# 96: This development of wanting “outcomes” with out doing something has change into enormous.
We dwell in a society the place folks need it they usually need it now, with out having to do the work. Success doesn’t work that means. You have to put within the work and fail your technique to success.
# 97: Earnings is NOT an asset. You could convert revenue into wealth intentionally and systematically.
An asset is one thing that gives ongoing revenue. As an entrepreneur you don’t want to commerce hours for {dollars}. As a substitute, you wish to construct an asset that generates money movement with or with out you. In any other case, what you are promoting isn’t a enterprise, however a glorified job.
Grass Roots Advertising and marketing
# 98: The strongest, most worthwhile small companies are owned and operated and promoted by individuals who rely predominately on what Jeff calls “grassroots” advertising finished on the avenue stage, by direct connection, built-in with the shoppers, their group, and their day by day exercise.
Sensible enterprise homeowners get artistic; use their initiative and creativity to construct their enterprise regionally, with out losing pointless cash on unproven advertising methods.
# 99: Rise up each morning and act as if and manage as should you had been operating for mayor.
Get up every single day and ask your self the next query: “Is what I’m doing proper now one of the best use of my time?” Get organized, have a sport plan, and work good. Deal with what you are promoting as critically as you’ll should you had been operating for public workplace.
# 100: Whereas most enterprise homeowners get a buyer with a purpose to make a sale, we make a sale to get and hold a buyer.
The one biggest value for many companies is to accumulate a brand new buyer. Fairly than take a look at clients as a single transaction, do what you’ll be able to to make them a long-term, life-long buyer. The actual revenue comes from repeat enterprise.
# 101: Almost each type of promoting could be efficient, and each type of promoting could be a complete waste of your cash.
Be sure to take a look at your promoting so you could find out what works and what doesn’t work. Maintain the winners and ditch the losers.
# 102: Promoting is only one a part of advertising.
Advertising and marketing is every thing you do to get folks to purchase from you. It’s the way you reply your telephone, the way you gown, the way you speak to folks, and many others.
# 103: Most promoting and advertising has change into much less efficient as a result of the client has change into more and more proof against it.
Most individuals are bombarded with advertising messages, in order that they tune it out. It’s getting tougher and tougher to achieve your prospects.
# 104: Earlier than you even start to think about the best way to promote, you have to decide the message you wish to share with the buyer.
Your message is crucial a part of your advertising technique. Subsequent comes your market after which comes the medium you select.
# 105: Whatever the difficulties, some type of phone advertising is often an environment friendly means of beefing up your advertising.
Use the phone as a part of your advertising course of.
# 106: You’ve got one shot at a possible buyer when that particular person calls what you are promoting. This primary level of contact is essential, but it’s typically the weakest hyperlink within the advertising chain for many companies, massive or small.
Just remember to have a stable sport plan to deal with all incoming calls. You don’t wish to blow a sale on account of poor phone expertise.
# 107: The most important benefit of getting a narrative is that it’s extra credible than promoting.
When somebody writes about what you are promoting, does a video about you, or provides a testimonial, it’s rather more efficient than any kind of paid promoting you might do.
# 108: The extra the prospects know in regards to the particular person they’re considering shopping for from, the extra doubtless they’re to purchase.
Individuals love to do enterprise with folks they like, know, and belief.
# 109: In each adversity lies the seed of equal or better alternative.
Each time issues get robust, and they’ll from time-to-time, search for the optimistic and the chance that’s offered.
# 110: The price of retaining a buyer and even increasing a buyer’s worth is far lower than getting a brand new buyer.
It’s cheaper to maintain a buyer than discover a new one.
# 111: To find out what you’re keen to spend money on advertising, first uncover what a median new buyer is price to you.
Each enterprise proprietor must know the lifetime worth of a buyer, to allow them to decide how a lot they will afford to spend to seek out extra clients.
# 112: It’s all the time good when your advertising exhibits a direct revenue.
It’s good, but it surely doesn’t all the time occur. Usually talking, you’ll lose cash initially to accumulate a brand new buyer after which earn the cash again from repeat enterprise.
# 113: In your promoting, ask your shoppers to take a selected plan of action.
All the time have a robust name to motion in every advertising message. Inform your prospect precisely what you need them to do subsequent.
# 114: For those who can’t monitor it don’t do it.
For those who can’t monitor it, you might be losing cash, as a result of you don’t have any technique to know if it really works. Just remember to take a look at your entire promoting.
# 115: Not everybody has your greatest pursuits in thoughts.
Nobody cares about what you are promoting as a lot as you do.
# 116: With restricted budgets you’ll be able to’t afford to guess what works and what doesn’t.
You have to take a look at and monitor every thing you accomplish that you’ll be able to work good and get a optimistic ROI.
# 117: The ROI from mass promoting media have been eroding.
Individuals have a tendency to hang around in area of interest markets now. That’s why you really want to focus on your promoting efforts on a selected group of individuals.
# 118: Earlier than shopping for any sort of mass media you have to first actually perceive who your clients are.
Take the time to find out your perfect buyer earlier than you spend even one penny on promoting.
# 119: The biggest viewers isn’t all the time one of the best viewers for you.
Solely you’ll be able to decide what phase of individuals is one of the best group of individuals to focus your promoting on.
# 12o: Promoting when persons are not out there to purchase is a waste of cash.
You could concentrate on a gaggle of people that have the cash and need to purchase what you might be providing.
# 121: Dedication is extra essential than creativity.
Don’t do any type of promoting only one time. You have to keep it up to offer it a good likelihood to succeed.
# 122: The extra you understand about your individual clients, the extra alternatives you’ll have to advertise.
As you research your clients you could find artistic methods to achieve different folks inside the similar demographics.
# 123: One of many largest issues dealing with companies at this time is discounting, as a result of your clients change into hooked on the low cost after which refuse to pay full worth ever once more.
If you’re solely competing on worth, you received’t make it very lengthy in enterprise.
# 124: All the brand new media is clearly highly effective, however none of it may well exchange a handshake, a glance straight in somebody’s eye, a direct reply to a private query.
Nothing will ever beat private contact with a buyer.
# 125: Each businessperson will inform you that referrals are one of the best type of promoting.
Referrals are very important to what you are promoting success. Nothing is extra highly effective or efficient than a cheerful buyer referring what you are promoting to a buddy.
# 126: Nothing drives gross sales just like the mail.
The mail remains to be extraordinarily efficient and shouldn’t be missed. Unsolicited mail needs to be a part of your advertising technique.
# 127: The factor about follow-up typically is: Most businesspeople fail at it miserably.
Most prospects want seven to twenty follow-ups earlier than they are going to purchase from you.
# 128: There’s simply no substitute for the expertise of receiving, opening, and having consideration captured by good unsolicited mail.
Individuals like to get the mail every single day. When somebody reads your mail, you could have their undivided consideration.
# 129: As a small enterprise proprietor, it doesn’t typically pay to be the pioneer.
Being a trendsetter could be advantageous, but it surely may also be very dangerous.
# 130: Driving round city could be among the finest types of promoting.
Put indicators in your automobile to advertise what you are promoting. It’s a easy and efficient passive promoting technique.
# 131: Think about using electronic mail along with common mail and different messaging means.
Use a number of methods to speak together with your prospects at any time when doable.
# 132: Ensure that each time you electronic mail somebody that you simply present actual worth within the message.
Don’t ship spam emails. Whenever you talk with somebody ship worth. You may embody a suggestion on the finish of the message, however ensure that it isn’t only one large gross sales pitch.
# 133: Prospects are all totally different they usually reply uniquely to all types of communications.
Totally different strokes for various of us. That’s why you have to use totally different advertising mediums.
# 134: Getting native publicity is a part of any grassroots advertising answer.
You need free publicity, however you’ll have to discover artistic methods to get it.
# 135: Reporters are usually not all for providing you with free publicity.
Don’t anticipate the media to offer you free publicity. They’re in enterprise to earn cash!
# 136: I’m large fan of promoting one to many, quite than one to 1.
Promote in a gaggle setting at any time when you’ll be able to. It’s rather more environment friendly than promoting one-on-one.
# 137: The primary advertising sin is being boring.
Attempt to discover methods to be distinctive and thrilling and stand out within the crowd.
# 138: Generally it’s net-cheaper to accumulate clients by giving the product away free than by another means.
Don’t be low cost with samples. Use them at any time when doable.
# 139: Your database of shoppers is probably essentially the most priceless asset you could have in what you are promoting.
The cash is within the checklist. Shield your checklist of shoppers and prospects like your life relies upon upon it.
# 140: Mass mailing is tremendously inefficient, which is why 98% of it’s tossed out.
What you wish to do is clearly determine a goal market after which concentrate on mailing to them completely.
# 141: Subsequent to your individual buyer database, essentially the most priceless database you will get is that of your competitor. The extra you understand about your competitors, the higher.
Purchase buyer databases of individuals in your area of interest, who’re already shopping for comparable merchandise and/or companies out of your competitors.
# 142: Generally good enterprise intelligence merely takes initiative.
You don’t need to know all of it to get began. Simply take the initiative to get began and you’ll study as you go.
# 143: To reach what you are promoting, you have to reap the benefits of each authorized means doable to collect and use details about your clients, your competitors, and their clients.
Be a pupil of what you are promoting and research your clients and rivals. Information is energy.
About Dan Kennedy
Dan Kennedy is kind of maybe the world’s most revered direct response marketer. He’s additionally a profitable writer, advisor, speaker, and coach. He has personally mentored lots of the world’s prime entrepreneurs.
I’ve super respect for Dan Kennedy. I’ve learn most of his books and watched most of his movies. If you’re attempting to grasp direct response advertising, Dan Kennedy is the person you wish to research and emulate. You may go to his web site right here.
Ultimate Ideas
In conclusion, these are my prime Dan Kennedy quotes, knowledge, and classes from a few of my favourite Dan Kennedy books. Which quote on this checklist was your favourite and why? Depart a remark beneath to let me know what you assume. I stay up for listening to from you. Have a fantastic day.