Dan Kennedy is a true legend in the world of marketing. Yanik Silver is one of those “shooting stars” who learned from Dan Kennedy and himself became an extremely successful and rich marketer.

Here, Yanik Silver is interviewing Dan Kennedy.

The video is well worth watching – you can learn a lot from people who have all this business experience under their belt, they are truly brilliant when it comes to making money and increasing profits.

Below is an article about Dan Kennedy:

Dan S. Kennedy is internationally acknowledged like a ‘millionaire-maker’, assisting individuals in just about each and every category of company turn their material into fortunes. He continues to be labelled the “Professor of Harsh Reality” simply because he’s provocative, irreverent, sarcastic, and tells it like it’s inside a humorous, but chilling, severe style that cuts towards the core from the problems inside a way no other advertising ‘guru’ does.

Dan Kennedy has excellent guidance and it may be moved with remarkable ease from 1 really various area, business, or profession to one more with exceptional achievement. He’s a paramount consultant in immediate advertising, copywriting, web methods, and earnings betterment techniques.

Dan Kennedy’s customers consist of sole entrepreneurs to immense corporations. Listed here are simply a couple of examples:

There is the husband and wife who came to Dan Kennedy with an concept, a heap of credit card debt, and failing marketing. Under two many years later, they’ve zero credit card debt along with a home-based mail-order enterprisese generating more than $250,000.00 a month having a 40% net earnings margin.

Or, there is the now large Guthy-Renker Corporation, well-known for its celebrity infomercials with Victoria Principal and Vanna White, and its Tony Robbins infomercial. Guthy-Renker is really a 200 million dollar+ a yr company now, and Dan Kennedy continues to be a crucial member of their brain believe in because their really 1st infomercial (Believe and Develop Rich).<br> And also the list goes on and on.

Additionally, Dan Kennedy may be the “hidden genius” behind complete page magazine and tabloid advertisements you’ve certainly observed in this kind of notable publications like Achievement, Inc., Entrepreneur, Nations Company, USA These days, and also the Wall Street Journal.

Dan Kennedy’s multi-step extensive direct-mail campaigns that he writes for himself too as his customers happen to be received by tens of thousands from the public generating hundreds of thousands in income.

Even though Dan Kennedy hardly ever speaks anymore, except for events hosted by Glazer-Kennedy Insider’s Circle or perhaps a couple of choose engagements for private customers, he was formerly 1 of probably the most well-known, in-demand speakers on immediate marketing-related topics. For instance, it was customary that inside a solitary yr he would address more than 200,000 individuals, sharing the platform with other noted speakers this kind of as Zig Ziglar, Tom Hopkins, Mark Victor Hansen, Joe Sugarman, Ron LeGrand, and Corey Rudl.

Dan Kennedy may be the author of more than eleven books, the most recent becoming his NO B.S. series that are obtainable right here on the internet.

Dan Kennedy isn’t simple to perform company with. He maintains a grueling routine of speaking, consulting, copywriting, coaching, generating infomercials and managing his personal company. He’s in no way in his workplace, in no way requires incoming calls and new ‘private’ customers are asked to submit info by fax prior to obtaining a telephone appointment with him. He’s militantly opposed to getting his time wasted and has ‘fired clients’ on occasion for performing so.

Dan Kennedy is no question the new tycoon of immediate advertising using the passing of Gary Halbert. Serta at 1 time worked for Gary and there’s small question that he followed the path laid out ahead him. The 1 point you need to adore about him is the fact that he operates out within the open for everybody to determine. Even operating that way no 1 continues to be in a position to emulate him. He shows everybody how to possess an Inner Circle and how you can operate an info item company and numerous spend him monthly to determine how it is carried out but they just cannot appear to participate into his marketplace!

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Discounts can be a powerful way to attract new customers and make more sales. Bust most people really don’t understand how to use discounts the right way – and they get it completely wrong and that can literally destroy their business, and destroy the profit margins.
It’s not that hard to really understand how to use discounts, but you have to understand the concept once.
What you don’t want to do is to blindly discount your products. Instead you want to have a high perceived value, because discounts are actually challenging… because what they do is – yes, you can get more customers in the door, but when you discount your prices, in the prospects eyes, they are not just associating the discount with the money you charge, but also with the value you deliver. That means often the perceived quality of your services or product get’s hurt. You don’t want to be the discount brand in the people’s mind. Discount is okay if it’s a generic product – Walmart has made lots of money with it. But if you’re not Walmart – and I guess you’re not a multibilliondollar business, then discounts are not the way to go as a general selling strategy.

Instead the way you really want to use discounts is that you use them infrequently, and when you use them you give your prospects and customers a reason why you discount. And, you only discount a lead product. But you don’t discount everything unless in very specific cases which I will not cover here.

You want to have one low-priced, discounted product that gets the customer in the door and that completely overdelivers. Something that people buy for 20 dollars, but when they open the box they find that the perceived value is something that is worth a lot more – 100, 200, 500 bucks. But they just paid 20 dollars. And then you offer them higherpriced products and then they are much more likely to be inclined to say: wow, if he sold me that for $20, and I got a $200 value, then how much value must I get out of the $200 product? And you have really earned their trust and then they are much more likely to buy from you. And if your $200 product can deliver more than a value of $200, then it’s a very easy way to get a repeat customer. And even if the product is worth really just $200, you still have good chances, because that first impression was buying a $20 product and getting $200 worth of value, 10 times the value, and that will stick in the peoples mind.

You have to look at discounts as a way to attract many new clients. But once they are in the door, you don’t want to be the discount guy. You really want discounts to be something that is perceived as: “Oh my god, I can get a discount on this guy?” It’s like imagine Gucci or some luxury brand, a ferrari or porsche, doing a discount where you can get a car from them for the price of a volkswagen or something. There’s a high perceived value and then you offer a discount that gets people into a buying frenzy, people thinking: “Oh my god, this is such a great opportunity, I gotta get my hands on this now!”
And you also want to make it time limited, quantity limited, something like that.

Or you tell them they can get the discount ONLY IF THEY QUALIFY – and then you tell them what the qualification is.

You also want to be sure that you don’t bring in the wrong type of customer, because there are some people who are nothing else but “bargain bitches” (that’s what I call them). They will only be loyal to you as long as you offer them discounts. But as soon as you offer them normal prices, they will not buy from you. So you don’t want to attract these. You don’t want chronic bargain hunters.

So, ultimately I do encourage you to use discounts, but use them for your lead products. Use them to get new customers into the door, use them to turn existing prospects into buyers. But keep in mind that you want to limit this to your lead product so that you are a company that is perceived as a high-value company.

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When somebody tells you they don’t have enough money to buy your product or that it’s too expensive, then it really just means: “I don’t want it that much. The money is worth more than the product to me.”

But it also means that your prospect is SOMEWHAT interested. Otherwise she wouldn’t even be thinking about price at all.

But you haven’t demonstrated enough value yet. You have to show them that ONLY your product can give them the exact outcome they crave. And you have to tell it to them in a way they believe (using specificity, testimonials, screenshots and other social proof elements).

Mark Widawer wrote a great post on why people don’t buy, according to Frank Kern…

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Mark Joyner is a pioneer of internet marketing – and many people who have millions online call him a marketing genius.

He’s going to publish a book in early 2009 titled “Integration Marketing” and you’ll be able to buy it via Amazon.com or in your favourite bookstore. It’s gonna be worth it’s a hundred times it’s price.

But Mark wouldn’t be the genius he is if that would be all – because if you hop over to www.integrationmarketing.com now and give him your name and email, you can DOWNLOAD the complete book in electronic format for free and apply the strategy he shares before other businesses will even hear about it.

I just read the first 3 chapters and wanted to share this really quick with you… this stuff is PURE GOLD!

… but now I’m gonna finish the remaining chapters.

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