Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

ULTIMATE MARKETING & ENTREPRENEURSHIP


BOOT CAMP ALUMNI MASTERMIND MEETING

Agenda

Day 1 – Marketing

1. Taking Control Of Your Business & Doing Business On Your Terms

2. Takeaway Selling

3. Price

4. Obligation as Marketing Strategy

5. Overcoming The Obstacles To The Sale

6. Responding To Competition

7. Buying New Customers

8. Joint Ventures

9. Managing Customer Value

10. Getting Difficult Appointments

11. Post 9-11: What's Changed, What Works, What's Next

Evening:

Dave Petitto – Selling Strategies


Ken McCarthy – Internet Strategies Update

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Agenda
Page 2

Day 2 AM: MARKETING


PM: ENTREPRENEURSHIP & SUCCESS SKILLS

A.M. Special: Speed Reading – Helen & Gregory Stehlik

Marketing

1. Different & Unusual Direct-Mail Formats


2. Show-N-Tell "What Works" Showcase
3. Membership Marketing: A Closer Look

Entrepreneurship & Success Skills

4. Marketing Competencies
5. Entrepreneurial Competencies
6. Mastermind Groups
7. Protecting Your Business Assets
8. Life Lessons & What Serves YOU Well, What Doesn't
9. Panels & Open Discussion

EVENING:
10. Awarding of Prizes
11. 5 Timely Strategies For Increasing Income & Improving Life Post-Alumni Meeting
12. Jeff Paul: A) Recent Lessons Driven Home
B) Accurate Tracking of Results – Discussion of Lead Management &
Maximizing Profits
Bonus Session: Tracking Software Demo

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

GOLD+ SUBMISSION SHEET

Date: 

Gold + Member: ͺͺͺͺ

# Pages Included:

Material For Review Prior To


The Call
BRIEF DESCRIPTION OF ATTACHED/ENCLOSED:

Reminder:
When sending materials please be as brief and concise as possible.
Do NOT submit audio tapes, video tapes, CD's, 3-ring notebooks or books.
Materials must be received at least 7 days prior to scheduled call dates.

HOW TO SUBMIT MATERIALS:

Use this submission Sheet


FAX: 602-269-3113
MAIL: Kennedy Inner Circle, Inc.
5818 N. 7th St., #103
Phoenix, AZ 85014
(Please mark your page GOLD+)

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

The 99-Cent Miracle!


If you've got 99 cents this could be the most eye-popping letter you'll ever read!
Yes I'm talking about the 99-cent Miracle. This could be what could maybe let
you throw away your PDA, your voice note taker, or even your computer contact
manager!

But I'm jumping ahead. Let me tell you how this all came about. You've heard of
Dan Kennedy and his knowledge of marketing, business and time management.
Well I was listening to an informational tape last month of Dan's about time
management and I was thinking about the thing that wastes the most about of
time for me, and probably most of you. Sometimes it was just forgetting little
ideas that popped into my head or tasks that needed to be accomplished.

In any event I was trying to think of a way to solve this problem with little use of
technology.

This is what it had to do.

• Keep track of notes so fast your head would spin!

• Make you remember all those little things that could be big money making
ideas later!

• Simple so anybody could use it. Even the technically illiterate.

• Available anywhere.

• Low cost and small.

• When you're done using it you can save it so you won't forget a thing.

• Easily available for use anytime anywhere.

Later that day I was in the office supply store. Then it hit me like a flash of
lightning as I was looking in the paper section. I wanted to get a notebook so I
cruised over to the notebook section. There it was, the little beauty that I had
been looking for and…

ϱ
Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

It could do all this!

• Just whip it out and write all the things you want about whatever you want!

• The notes are all written and easily accessible!

• You can write the date that you've written the thought or note right on the
page!

• All you have to do is write on paper very easy and it has 80 sheets to write
on!

• You can buy it at any office supply store!

• It measures 4 ½ by 3 ½ inches and it's cheap 99 cents!

• There are a couple lines on the front so you can write dates on the book or
whatever you'd like to remember what's in the book!

• So small you can keep it in your back pocket!

How Cool!
Needless to say I
bought three and have been
using them ever since. Boy they
sure work great so I thought I'd
tell all of you about this little

99-Cent Miracle!

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

What Ideas Can I Take As-Is And Use Immediately?

1.

2.

3.

4.

5.

What Ideas Do I Find Interesting Enough To Research And Learn More About, For Future Use?

1.

2.

3.

4.

5.

What Ideas Do I Find Offensive or Disturbing… What Ideas Do I Instantly Disagree With—which
means I should give them more thought?

1.

2.

3.

4.

5.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

What Ideas Remind Me Of What I Already Know, Even That I Have Used Successfully—but
haven't continued using or am not using now?

1.

2.

3.

4.

5.

What Ideas Should I Pass Onto Someone Else In Or Associated With My Business?

1.

2.

3.

4.

5.

What Ideas Could I Share With My Customers Or Clients?

1.

2.

3.

4.

5.

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A Lifetime of
MARKETING
Secrets
Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Taking Control Of Your Business


& Doing Business
On Your Terms

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

"Less I do,
more I make."
—Ron LeGrand

APPLICATIONS:

1. Quantum income leap: marketer of the thing vs. doer of the thing……the
biggest paycheck is in marketing. (One day writing one great sales letter
replaces 20 days' speaking.)

2. Time to think

3. Focus on high value activities and opportunities requires saying 'no' more
than saying 'yes'

4. Extracting maximum use and value from what already exists rather than
inventing new

5. Delegation, outsourcing, automating

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

"Look at everything he does...."

Multiple streams of income


Multiple types of income
Use of many marketing tools, media and opportunities
Many means of acquiring new customers
Multiple sources of business intelligence
Complex system of goals and progress measurements.
including short, medium and long term,
multiple categories, such as business, financial,
personal, family, health, etc.
Many tasks accomplished everyday

EVERY SUCCESSFUL PERSON AND COMPANY UTILIZES THIS


PRINCIPLE IN ITS OWN WAY. CONVERSELY, INDIVIDUALS
OR COMPANIES WHO DO ONLY A &EW THINGS RARELY
PROSPER BUT FOR A VERY SHORT TIME.

NOTES:


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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Takeaway
Selling

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Price

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

YOU SET YOUR OWN PRICE


Everybody eventually discovers—to their disŵĂLJ—that the marketplace
would cheerfully have paid more.

As you increase prices, you may lose some portion of your past or present
clientele or prospect universe, but there is always, in every category,
another population segment fit to the higher price. VACUUMS FILL. NTURE
ABHORS A VACUUM.

If and when real results and empirical evidence tell you that you have hit a
price ceiling, that so suppresses response as to be disadvantageous, you
can still find a way to extract a higher price from a percentage of the
buyers, usually via skillful offering of premium options.

Savvy marketing makes competition and competitive prices irrelevant.


Direct-response marketing is usually taking place in a competitive vacuum.

One key to charging premium prices and enjoying exceptional margins is to


engineer a business NOT to require large numbers.

Remember that the advertised price and the actual price are rarely the
same. What occurs between the two is called: salesmanship.

Price and positioning go hand-in-hand.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Obligation
as Marketing Strategy

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Overcoming
The Obstacles
To The Sale

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Obstacles To The Sale

FEARS

1. Of making a bad decision

2. Of irrevocability

3. Of embarrassment

4. Of being taken advantage of

5. Of later finding a better deal

PROCRASTINATION

APATHY (LACK OF URGENCY)

OBLIGATION TO OTHERS

CONFUSION

1. Do not understand proposition


2. Too many choices
3. Criteria for decision-making too complicated

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Chief Reasons Why People Do NOT Respond

1. Mis-targeted (poor message to market match)

2. Failed to secure attention, to have the opportunity to persuade

3. Want but do not believe the promise(s)

4. Insufficient urgency

5. Financial considerations

6. Fulfillment from other sources

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

The secret of Psycho-Cybernetics applied to


advertising, marketing, selling, recruiting:

People have weak, damaged, insecure self-images, thus


they may be easily convinced that others can do a thing
but still completely unconvinced they can do that very
same thing.

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Responding
To Competition

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Industry norms
equal average results.
Your success may very well be
directly proportionate to
the number of industry norms you violate,
the extent to which you violate them,
and the number of industry dinosaurs and self-important
gasbags you offend in doing so.

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

LIST OF MY INDUSTRY NORMS HOW CAN I VIOLATE THEM?

1. __________________________________ ___________________________________

2. __________________________________ ___________________________________.

3. __________________________________ ___________________________________

4. __________________________________ ___________________________________

5. __________________________________ ___________________________________

6. __________________________________ ___________________________________

7. __________________________________ ___________________________________

8. __________________________________ ___________________________________

9. __________________________________ _______________________________________

10. ____________________________________ _______________________________________

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Buying New Customers


Joint Ventures
Managing Customer Value

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

THE THREE FUNDAMENTAL


ECONOMIC QUESTIONS

Will you buy customers?

How much will you pay for a customer?

How much more than your competitors will you pay?

The Marketing Secret Of The Ages


is to be able and willing
to buy customers

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Lesson #17:

CUSTOMER VALUE
1-Frequency of Transaction
2-Size of Transaction
3-Longevity
4-Referrals

FREQUENCY
Measure and monitor
How to offer more products and services
How to utilize event-driven marketing to stimulate more activity
How to increase REPEAT purchases
How to CROSS-SELL
How to create RENEWABLE income

SIZE OF TRANSACTION
Raise prices/fees
How to bundle
How upsell
Options
Easy payment terms

LONGEVITY
How to design and use customer loyal—frequent buyer programs
How to create and use "membership" for your customers
How to create a loss for the customer who leaves
How to remain interesting, entertaining, attractive to customers
In-house credit

REFERRALS
"WOW"-ed customers
Frequent communication
How to convey expectations
How to use RECOGNITION as motivation
How to REWARD as motivation
Formal referral marketing programs (continuous)
Referral "Surge" Campaigns, periodic
Endorsed Mailings
"Forced" referrals

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

WAYS TO MAXIMIZE VALUE

1. Increase FREQUENCY of purchasing

2. Increase FREQUENCY OF REPEAT purchasing

3. Increase SEQUENTIAL purchasing

4. Increase average TRANSACTION SIZE

5. Increase RETENTION

6. Increase CATEGORIES OF PRODUCTS/SERVICES


purchased

7. Increase DIVERSITY OF MARKETING METHODS

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

THE
INCOME AT WILL
POSITION

" I literally used to sit down and say,


'Now let's write a swimming pool.'"
—John Lennon

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Getting
Difficult
Appointments

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Post 9-11:
What's Changed,
What Works,
What's Next

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Membership Marketing:
A Closer Look

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Marketing Strategy

MEMBERSHIP MARKETING
1. Turn customers into "members"

2. Create levels of membership, so you have upgrades to sell

3. Upgrade members = enhanced CV*

Models to study:

AARP
NASE
Playboy Clubs
Captains Club
Oxford Club
CEO Clubs

NOTES:

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A Lifetime of
ENTREPRENEUR'S
SUCCESS
SECRETS
What It really takes to be
exceptionally successful
Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

MARKETING "SUPER" COMPETENCIES

FEARS

1. Tilt supply-demand in your favor / use Takeaway Selling

2. Make price a non-issue, sell in a competitive vacuum

3. Write compelling sales copy efficiently

4. Retain customers and capture lion's share of their


business in your category, as preferred provider and
trusted advisor

5. Manage time and business so you can concentrate on marketing

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

KEY ENTREPRENEURIAL COMPETENCIES

Ability To
Ability To
Provide
Affordably
Appealing
Acquire
Products, Services
Customers
And Offers

SALES
PROFITS

Ability To
Ability To
Retain
Manage
Customers &
For
Maximize
Maximum Profit
Value

STABILITY
WEALTH

Ability To Ability To
Develop Meet
Value Personal
& &
Equity Lifestyle Goals

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

KEY ENTREPRENEURIAL COMPETENCIES

ABILITY TO PROVIDE APPEALING PRODUCTS,


SERVICES AND OFFERS
1. Collect relevant information, market research
2. Organize, process ideas
3. Positioning
4. Find, identify, create USP's "hooks", themes
5. Innovate
6. Search

ABILITY TO AFFORDABLY ACQUIRE CUSTOMERS


1. Understand direct-response advertising
2. Understand direct marketing
3. Develop profitable economic models
4. Test…test…test
5. Understand target marketing
6. Master "message to market match"
7. Utilize broad array of media and tools

ABILITY TO MANAG FOR MAXIMUM PROFIT


1. Get an accurately evaluate your numbers
2. Constantly re-allocate resources and attention
3. Monitor and control costs, prevent losses
4. Manage vendors effectively
5. Delete to, manage staff effectively
6. Insist on direct return from each investment
7. Resist temptations to violate #6
8. Massively exploit what works

;Continued next page)

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

KEY ENTREPRENEURIAL COMPETENCIES


(Continued)

ABILITY TO RETAIN CUSTOMERS &


MAXIMIZE VALUE
1. A comprehensive back-end business strategy
2. Understanding TCV or LCV
3. Measure short- and long-term CV
4. Continuous, frequent, interesting contact with customers
5. Effective complain/problem resolution
6. Awareness of, re-capture lost or inactive customers
7. View retention as marketing
8. Awareness of competition, pre-emptive response

ABILITY TO DEVELOP VALUE & EQUITY


1. Develop and protect Positioning
2. Develop and protect Intellectual Properties
3. Develop and protect Customer Lists
4. Develop unique (complex) Marketing Processes
5. Measure and work to improve benchmark numbers
6. Develop renewable or automatically renewing sources of income
7. Be a premium price/premium margin business

ABILITY TO MEET PERSONAL & LIFESTYLE GOALS


1. Time management
2. Emotional/attitude management
3. Clarity of objectives
4. Avoid being enslaved by the business
5. Develop AUTO-PILOT MARKETING for your business
6. Extract cash
7. Exit strategies

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

WARNINGS
How Entrepreneurs Get In Serious Trouble

Lesson #3:
Danger of concealed information

Lesson #4:
Underestimating difficulty of tĂsk

Lesson #5:
Unable to control own destiny

Lesson #6:
Underestimating legal, regulatory risks……lazy or negligent about
precautions……

Lesson #7:
Excessive resistance, delayed reaction to new methods or technology

Lesson #8:
Ignoring predictable human flaws

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Lesson #1:

THE PURPOSE OF BUSINESS


Warning: A business has a dangerous
tendency to take on a life of its own

Your business exists to


satisfy your nĞeds
A business' purpose is:

NOT to provide jobs


NOT to pay taxes
NOT to support the community
NOT to improve customers' lives
NOT to improve employees' lives

It may do all of these things, to one degree or another, as a by-product of achieving


its true purpose.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Lesson #2:

HOW TO BECOME
ENSLAVED BY YOUR OWN BUSINESS

1. Capital/Profits Held Hostage Within

2. Your Presence Required On Premises

3. Your Time Required For Routine Matters

4. Your Time Consumed Playing Parent

5. Undue Emotional Attachment

6. Debt

7. "Dead Weight" Partners

8. Unable to Develop Satisfactory Exit Options

…but do not confuse this with permission to delegate everything.

Owning a business requires operating and managing a business, and performing certain
key functions personally, and carefully monitoring other functions.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

The Mastermind Concept At Work

Examples

1. At Guthy-Renker
2. Platinum
3. My informal network
4. How clients do it
5. George W. Bush

Caveats

1. Avoid having it become an inefficient time-waster


2. Avoid having it become a social activity
3. Prevent domination by one or two strongest participants
4. Avoid duplication
5. All participants must be able (and willing) to give as well as to have good
opportunity for gain
6. Meetings require a key facilitator

Benefits

1. "Sounding Board"
2. Encouragement
3. Shared Experience
4. Dissenting and Differing Opinions
5. Expanded Testing. R&D
6. Joint Ventures

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Protecting
Your Business Assets

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

CAREFUL IN THEIR ASSOCIATIONS

Learn to avoid those


who harm you unintentionally
with just as much fervor
as you avoid those who
would harm you intentionally.

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Respond aggressively to
trends and changes that
threaten your security, objectives
or lifestyle preferences.

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Life Lessons
& What Serves You Well,
What Doesn't

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

What Has Served Me Best

Determined early not to be in a business where my income was dependent


on others' successful performance

Manufacturing my own credibility, expertise and celebrity

Creating income beyond fee for service/fee for time

Premium pricing

Exploiting tiny target markets

Letting others find Prime Customers

Willing to change definition of business I'm in

The power of small numbers

Ruthless, militant attitude about my lime

Unaffected by being disliked or criticized

Conviction that just about everybody's inept

"Message To Garcia" attitude

Good enuff is good enuff

Appropriate response to new technology

Heightened caution about involvement in "high risk" situations,


environments and associations

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

5 Timely Strategies
For Increasing Income
& Improving Life
Post-Alumni Meeting

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

MY TOP 3 FRUSTRATIONS TO RESOLVE

MY TOP 3 OPPORTUNITIES TO ;BETTER) EXPLOIT

MY TOP 3 HAZARDS. DANGERS, VULNERABILITIES TO CORRECT

TOP 3 ENJOYABLE & REWARDING ACTIVITIES TO DO MORE OF

MY TOP 3 CHANGES, NEXT 3 YEARS

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Tracking
& Measuring
Response

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Some Thoughts About MONEY


Money has energy. You are either in tune or in sync with it or not. You are
either attracting it or repelling it. The ignorant simply call this "luck" and
give it no further thought. But there's more to it than that. This is the
intangible of wealth and success that cannot be boiled down to formula;
the magnetic attraction aspect; the energy of money.
To attract money, one must be comfortable with having it, with demanding
it, deserving of it, and at peace with it. To attract it you must be certain of
having it. Desperate pursuit or fearful insecurity repels money, sets up a
negative energy shield that prohibits money from getting to you. To attract
money, one must have a success or prosperity consciousness, not a poverty
consciousness. To attract money, one cannot be casual about it, but neither
can he be overly concerned about spending it or giving it; doing so signals
money that you are afraid it cannot be replaced, and fear of any kind repels
money. A tightly clenched fist cannot let the penny out, but it cannot
receive the dollar either.
To attract money, one must have ideas, but also put ideas into action, and
put oneself into circumstances conducive to attracting money. Ideas alone
never convert to money. The so-called "idea person" who claims to be so
much of an idea creator that actually implementing is a waste of his talent,
in truth uses ideas as excuses for inactivity; as a means of avoiding risk; and
is again exhibiting fear, and fear always repels money.
No one can literally "make money." You do not manufacture or print or
mint it for yourself. Instead, a person must create exchangeable value of
one kind or another, and find way to promote that value so others will
desire it.
It is a myth and a lie that you should not or cannot directly and overtly
pursue money, or monetary benchmarks. Many teachers insist that you
must only pursue other goals and let the money take care of itself. This is
one of the reasons so many metaphysical teachers and success
philosophers are broke. You can and should most carefully and diligently
measure and monitor your financial progress. I have had my greatest
success, my fastest wealth accumulation from the time that I became very,
very, very serious about very frequently measuring where I was vs. where I
wanted to be financially, setting financial return objectives for virtually
every project, every undertaking, every activity, counting, celebrating the
acquisition and investment of each additional dollar. To attract money, you
must make it feel welcome, respected and appreciated when it arrives.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

It is also a foolish adage: you can't count your money when you're sitting at
the table. Perhaps true gamblers feel this way. But not investors,
entrepreneurs; not those who understand that blind archery is dangerous
minute by minute. After all, when will you not be 'sitting at the table'?
When you are dead. So you must know where you are, and where you are
in relation to the progress the timetable you have set up for yourself, all the
time. You do not attract money by pretending it doesn't matter. That is
disrespectful and insulting to money; it is fundamentally dishonest or
delusional.
It is also wrong to advise against hoarding money. If not wrong, at least
simplistic. Some portion of the money that is attracted to you must be
hoarded—that is, placed in the most conservative and safe of investments,
immune to loss of value in any way. Other portions of the money attracted
to you must be re-invested in your own enterprises, invested more
aggressively elsewhere, invested in your health and well-being and personal
satisfactions, invested in your family, and, of equal importance, given away
freely to others you choose as legitimately deserving of assistance.
Ironically, giving is as important as accumulating, in the continuous
attraction of money. Giving conveys a message to money of both
confidence and fairness, which attracts money. Accumulating without the
counter-balance of giving conveys fear, which repels money. This was first
driven home to me by my late friend Foster Hibbard. It is the strangest
secret of money; that if you have two and give away one, you do not have
one left; you have three or four or five.
You can condition yourself and your thoughts to be magnetically attractive
to money.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

INDEPENDENT POSITION

Less you need income,


more opportunity presents itself

Object should be to get to position


of not needing (more) income
so more and better opportunities
present themselves,
so you can be increasingly selective

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

WHY AND HOW PEOPLE GET MONEY


1. For what they do LABOR

2. For what they know KNOWLEDGE

3. For leveraging what they know how to do PRODUCT/PROCESS

4. For getting others to do things LEADERSHIP

5. For who they are CELEBRITY/CREDIBILITY

6. For who they know INFLUENCE

7. For use of their capital or other assets STEWARDSHIP

NOTES:

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

3 MONEY MANAGEMENT
RESPONSIBILITIES
FOR ENTREPRENEURS
Liberate cash.
Avoid tying up cash in idle, inactive assets.
Use credit wisely.*
Take advantage of all no interest business credit*
Abhor fixed overhead.
Carefully monitor and control expenses.
Minimize taxes.

Extract cash.
You are to extract cash from your business.
MISTAKE: letting too much cash accumulate in the business.
Get and carefully use good tax and financial advice EARLY.

Invest cash.
"Untouchables" At risk
Assets that appreciate (or at least don't depreciate) Tax advantaged investments

*No long term debt.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

TO GENERATE $1,000,000.00

PRICE NUMBER E.G.: IF


UNITS 5%
NEEDED CONVERSION

19.97 50,076 1,000,000


29.97 33,367 600,000
39.97 25,019 500,000
97.00 10,310 200,000
297.00 3,367 60,000
737.00 1,357 26,000
1,437.00 696 14,000

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Membership Marketing – My Current Structure


1. Trial Subscribers
2. Silver Members – Paid By Term
3. Silver Members – Continuity
********************************
4. Gold Members – Paid By Term
5. Gold Members – Continuity
********************************
5a. Gold+
5b. Gold+VIP
********************************
6. Platinum

VALUE TASKS – INTERNAL


1. Upgrading Silver To Gold
2. Extending Membership Terms Before Renewal
3. Renewals
4. Re-Capture Of Expires
5. Planning, Organizing, Implementing Back-End
6. Planning For Future

VALUE TASKS – EXTERNAL


1. Attracting New Members via:
a. Speaking
b. Product Distribution
c. Publicity
d. Joint Ventures
2. Replacing (1a) Contribution

VALUE TASKS – DELIVERY


1. Newsletter(s) Content (Silver, Gold, Gold+)
2. "Customer Service"
3. Added Value

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

CONTENT REQUIREMENTS TO MEET

1. Document Results (Retention, motivation)


2. Reward Involvement
3. Entertain
4. Sustain "Personal Relationship"
5. Demonstrate Expertise, Breadth Of Knowledge, Current Experience
6. Provide Useful Tips, Ideas and Examples (Remember: ease of use)
7. Recommend Useful Resources (satisfy the serious students)
8. Promote Goods, Services, Events & Upgrades

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Presentation Materials
Used By Guest Speakers
On Overhead Projector
Bill Glazer
Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #1: "Handwritten" Sales Letter & Blind Envelope

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Examples #1 & 2: Thanksgiving Greeting Card & Envelope

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #4: Thanksgiving Customer Appreciation


Voice Broadcast Script #1

Voice Broadcast Script #1: To be broadcast on the


Wednesday before Thanksgiving
Hi, this is (your name), owner of (name of your store), I hope by now,
you've received the Thanksgiving Card we sent you. I really appreciate
your business. As a way of showing our tanks, don't forget to bring in the
enclosed Special Certificate for our Customer Appreciation Days this
Friday, Saturday, Sunday, and Monday.

Remember, as a preferred (name of your store) client you are eligible for
up to 18% off your purchase and if you bring a friend or relative, I'll give
you both a full 20% off your purchases.

Again, Customer Appreciation Days are this Friday through Monday


only. If you have any questions, please call us at (your phone number).
By the way, if you lost your certificate just mention codeword TURKEY
and I'll give you another one in the store.

On behalf of the entire (name of your store) family, I hope you and yours
have a safe and Happy Thanksgiving.

PRODUCTION SPECS:
You can order Automated Voice Broadcast Service through our
office at a special BGS Member price. Interested members
can inquire by calling 1-800-545-0414.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #5: Thanksgiving Customer Appreciation


Voice Broadcast Script #2

Voice Broadcast Script #2: To be broadcasted on the


Friday after Thanksgiving

Hi, this is (your name), owner of (name of your store), I hope you had a
great Thanksgiving. Just a reminder…today, tomorrow, Sunday, and
Monday it's the (name of your store) Customer Appreciation Days where
you can bring in the special discount certificate I mailed you I your
Thanksgiving Card… Remember, as a preferred (name of your store)
client you are eligible for up to 18% off your purchases and if you bring
a friend or relative, I'll give you both a full 20% off.

Again, Customer Appreciation days are today through Monday only. If


you have any questions please call us at (your phone number). By the
way, if you lost your certificate just mention codeword TURKEY and I'll
give you another one in the store.

I really want to thank you for your business this year…and your discount
certificate is our way of saying “thanks” at (name of your store)…We'll
see you there!

PRODUCTION SPECS:
You can order Automated Voice Broadcast Service through our
office at a special BGS Member price. Interested members
can inquire by calling 1-800-545-0414.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #6: Thanksgiving Customer Appreciation


"FAKE" Credit Card Statement

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #7: Thanksgiving Customer Appreciation


"PRE-HOLIDAY" E-Mail Blast

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #8: Thanksgiving Customer Appreciation


Newspaper Insert

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #3: Thanksgiving Customer Appreciation


Card Insert

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Lesson #18

DIVERSITY LEADS TO STABILITY


PARTIAL LIST OF AVAILABLE MEDIA
How Many Are You Using?
How Many Different Ways?

Print Radio
Newspapers
Newspaper Inserts TV
Magazines
Telecommunications
Direct-Mail Recorded Messages
Sales Letters Voice Broadcast
Postcards Inbound Telemarketing
Oversize Postcards Outbound Telemarketing
Self-Mailers
Internet
Tear Sheets
Web Sites
Lumpy Mail
Links
Statement Stuffers
Coupon Mailings FAX
FAX Broadcasts
E-Mail
FAX Auto-Response/F.O.D.
E-Mail Broadcasts Drive to Store
E-Mail Broadcasts Drive To Site(s) Miscellaneous
E-Mail Auto-Responders Back of grocery receipts
E-Publishing Billboards

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #1: "Handwritten" Sales Letter (pages 2-5)

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #1: Continuity Program Club Form

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #1: Frequent Buyers Club Card


front and back

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #1: "Limited Quantity" Letter

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Example #9: Coupon-Style Book Full Page Ad

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Stephen McLean
Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

MBE Tests
Combine:
New Customer Acquisition Strategies
with
Get Existing Clients to Spend More Strategies

Test 1: Inserts—Promoting SHIPPING (No other offers)

33,954 Inserts in PennySaver selected by carrier route


$1,731 (5¢/insert – includes design, printing, insertion &
delivery via U.S. Mail as an insert to
PennySaver)

Voice Broadcast
6011 Existing MBE clients queued
2767 Connected to answering machine (46.0% connect rate)
$485 (8¢/phone number queued)

Total costs: $2,216

Total revenue: $1,820 redeemed coupons + "groundswell" increases


in business

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Test 2: Inserts Promoting PRIVATE MAILBOX SERVICE


(Included 4 other Non-Private Mailbox offers)

10,328 Inserts in PennySaver selected by carrier route


$568 (5.5¢/insert – includes design, printing, insertion &
delivery via U.S. Mail as an insert to
PennySaver)

Voice Broadcast
561 Existing MBE clients queued
289 Connected to answering machine (51.5% connect rate)
$49 (8¢/phone number queued)

Total costs: $617

Total revenue: $6,920 (Average lifetime value of 1 box holder is $692.


Promotion resulted in 10 new mailboxes rented)

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Steven Clausen
Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Press Release For Immediate Release

Local Doctor Promotes Organ Donor System


After Regaining Sight
Dr. Gary Davis and Old Towne Chiropractic are celebrating their fifteenth
anniversary this month! Dr. Davis along with his staff will be celebrating
during the entire month of December 2000.

Dr. Davis was, at one point in time, completely blind due to his advancing
diabetes. With the aid of a skilled and caring physician his eyesight was
restored. Later, the diabetes attacked his kidneys resulting in a transplant,
which enabled him to discontinue dialysis. The restoration of his eyesight
and transplant of his kidney has allowed Dr. Davis to continue his
chiropractic practice in Elk Grove.

Dr. Davis and his staff will be celebrating their anniversary on December
15th from 9:00 a.m. to 6:00 p.m. All adjustments and 30-minute massage
are only $15.00 each. New patient exams and consultations are FREE of
charge. A variety of refreshments will be served all day long for your
enjoyment.

Organ donor cards will be available at our office for those interested in
being an organ donor.

To schedule your appointment, contact Shawn at 916-686-5172.

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Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting

Press Release For Immediate Release

Local Doctor Celebrates Birthday And


Everyone Is Invited
Dr. Gary Davis and Old Towne Chiropractic are celebrating Dr. Davis's
Birthday this month. Dr. Davis, along with his staff, will be celebrating
during the entire month of September 2001.

Dr. Davis didn't want to make a big deal out of his birthday, but his entire
staff wouldn't let another year go by without a BIG celebration. The official
birth date is September 10. During the week of September 10th – 14th, Old
Town Chiropractic will be serving cake to all patients who have
appointments on the books.

In honor of this occasion, Old Towne Chiropractic has a special offer for the
entire month of September. Enjoy a 30-minute massage for only $10.00
with an adjustment at our regular price. New patient exams and
consultations are FREE of charge.

If they can't squeeze you in during the birthday week, we will get you
scheduled ASAP! As an extra BONUS, bring Dr. Davis a birthday card and
Old Towne Chiropractic will let you take advantage of this special up to 4
times for the month of September.

To schedule an appointment call the office at 916-686-5172.

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