All language subtitles for 01-Module 1 - From Unwelcome Pest To Trusted Guest

Magnetic marketing system by Gkic and Dan
Kennedy is the number one best selling

program on direct marketing for
businesses of all shapes and sizes

worldwide. The core goal of magnetic marketing is to

put easy to use tools into your hands
that you can use to immediately

experience positive results.

Magnetic marketing consists of four key

components number one.

Training on the foundational principles

of magnetic direct response marketing
number two examples from multiple

industries. To prove these principles and show how

they can be applied to any business,
number three copyright free templates for

lead generation and sales campaigns that
can be rewritten and put to effective use

quickly right out of the box number four
examples from real businesses that show

how they've applied these concepts to
achieve extraordinary results in their

own markets.
In this first training session, you'll

discover why traditional advertising
methods such as image advertising and

cold calling don't work, and instead how
magnetic marketing.

Can transform you and your products and
services from unwelcome past to trusted

guest. And now Gkic is pleased to bring you Dan

Kennedy on magnetic marketing.

Hello, this is Dan Kennedy.

Welcome to the magnetic marketing system.

If you want more and better customers,

clients or patients more systematically
and surely obtained, you've come to the

right place.
It should be reassuring to know that I am

recording this in the twenty fifth
anniversary year of the magnetic

marketing system for its latest updated
edition.

Over those years, it has been the number
one best selling program on direct

marketing for all businesses worldwide.

It is the foundation of a movement that

has invaded hundreds of business,
profession, industry, product and service

categories, literally changing the way
their customers are obtained.

It has.

Ended being advertising victims and

income uncertainty for tens of thousands
of small business owners and it has

liberated countless sales professionals
from the drudgery of cold prospecting.

It is as proven as the law of gravity.

I tell you this because it may require

some patience from you for you to really
get it and use it, and because it is

contrary to much of what you've probably
been told, taught, and come to believe

about advertising and marketing or
prospecting.

You might too hastily reject it.

Many of the most enthusiastic and

grateful users of this system had the
exact same initial skepticism.

This system is radical in its most basic
foundational concept, pull instead of

push or chase magnetic attraction in
place of unwelcome stalking and hunting.

I'll kick this off by talking about the
discovery that could well be the most

important realization you ever arrive at
as a business person.

It is disappointing and frustrating at
first, but empowering if embraced and

acted on.
I discovered that you can have the most

wonderful product or greatest service
ever invented and still starve.

I discovered that you can be a
spectacular salesperson and still starve.

You can have a positive attitude that
Norman Vincent Peale would envy and be as

motivated as a participant at a Tony
Robbins seminar and still starve.

You can be a master closer with 365 sales
closes and still starve.

I discovered that you can.

Provide great value, great service, great

expertise, and still starve your
business.

Can literally be a paragon of virtues and
still let you starve.

Unless and until you have an affordable,
efficient, dependable means of attracting

a sufficient flow of qualified buyers,
you cannot get rich and you may very well

starve. And you certainly won't have Peace of

Mind. Personally, early I went through a

painful phase of thinking that I should
be successful by my great attitude and by

my valuable products and services.

My life changed when it dawned on me that

great was no better than lousy if I had
no able, willing, ready buyers to present

great two.

This is the key realization.

Most business owners sort of know this,
but they still focus on everything but

this, their education.

Has been about the other things.

Their conditioned thoughts and efforts go
to their deliverables and excellence with

them. The restaurants, food and ambiance, the

dental offices, technology and patient
care.

Marketing is often viewed as a mysterious
but necessary evil, not as the business.

You are here because you are willing to
reconsider that entire paradigm, and

that's a very good thing.

It makes you a rare bird soon to take

flight way above all others.

The need for more leads and more

customers for lifeblood exists in
businesses of all shapes and sizes, but

few business owners ever develop formal,
organized marketing systems to meet this

need. Instead, they constantly seek out the one

magic bullet that will solve this problem
as eco paper.

Click, social media, TV, billboards,
radio, print ads.

They hope that someone will provide the
answer.

The mistake made is they immediately
focus on the media without having a plan

or system in mind first.

They are often sold media and pour money

into redoing all their websites or making
new video for them into buying online

traffic into some one thing to change
everything.

I call these random and erratic acts of
and disconnected investments in attempted

marketing. This is chaos.

The more productive answer is to develop
a system that attracts new customers to

you in an organized way.

A system that gives you reliability and

predictable results so you finally know
when you invest X dollars you can expect

Y number of leads, then Z number of
appointments or selling opportunities,

and a system that enables you to better
target the most appropriate and valuable

customers for your business.

Most importantly, a system you control,

there is a tendency to want to delegate
all the marketing and focus on the

operation of the business and the doing
of its services.

This is 100 % wrong.

At the very least you need to really

understand what marketing needs done, why
and in what way so you can properly

manage outside providers.

Just as an example of how much trouble

you can get in and have.

Probably suffered multiple times by

turning to outsiders for the marketing
that needs to bring you new customers.

Let me summarize the problems with
relying on ad agencies and the kind of

advice they give.

Any advertising they produce here are the

agencies. Priorities number one media commissions

number two markups number three.

There are other profit centers number

four creative concerns number five peer
approval number six portfolio building.

Number seven awards number eight satisfy
the biases of their superiors, number

nine satisfy the clients preconceived
ideas, and number ten clients.

Results but frankly, most traditional
advertising is deliberately engineered to

defy tough minded dollars and cents
accountability here are your priorities

number one results number two results
number three results.

Anything and everything that has to do
with traditional advertising via an ad

agency is a high risk investment compared
to what you can achieve through direct

response advertising and direct
marketing.

What you are getting here in the magnetic
marketing system is actually built for

accountability, so do not spend money on
any advertising or marketing ideas,

strategies, media or services that cannot
provide viciously accurate, fast

measurement. Of return on investment period no

exceptions, no excuses.

I used to be briefly in the traditional

advertising world and even the ad agency
business, and the truth people don't

understand about ad agencies is that they
are glorified commissioned media sales

representatives that are really no better
and no worse than the Valpak

representative who comes around and sells
you valpak advertising or the imprinted

pen representative who comes around and
sells you.

Imprinted pens. Same with those pushing
you into online media, website

developers, search engine and traffic
managers, social media agencies.

Ad agencies are selling media and they
are compensated based on how much media

they can get you to use.

So their advice is not objective advice,

it is advice from a seller and it has to
be viewed that way.

All agencies want you doing more and more
and more.

Thus spending more and more with them.

They are not into what I teach as

financial efficiency.
The other thing to realize is that most

ad agencies and most media
representatives have a great

understanding of what's called image or
institutional advertising.

It's what I call Goodyear blimp
advertising.

When Goodyear flies a blimp over a
stadium, they don't have any illusion

that at halftime of the football game 35
thousand people are gonna jump up out of

their seats and run out and buy snow
tires.

They don't expect that to happen and it's
a good thing they don't, because

obviously it doesn't.

What they're hoping for and what they're

buying is that over a long period of time
by these sports fans seeing the Goodyear

blimp over and over and over again, they
connect it with this Happy, Pleasant

event and they have warm, nice fuzzy
feelings for Goodyear and that someday

when they have to go buy a tire, all of
that comes together in their mind and

causes them to buy a Goodyear Tire.

I call that high risk marketing.

It just seems to me that there's a
straighter line to get from a person.

Needs tires to buying Goodyear tires,
then going through all of that rigamarole

of building a blimp and hiring a pilot
and finding a football game and flying a

blimp over it.

Big companies can, I guess, afford that

kind of marketing.

Big companies can afford the risks of it.

Does it sell tires?
If so, how many when?

How will we ever know?
The small business entrepreneur cannot

afford that kind of high risk marketing.

In fact, the kind of marketing that the

small business owner typically needs is
the kind where he invests a dollar in

marketing today and gets it back by noon
tomorrow so we can have it in the bank

before the end of the day to cover the
check he wrote for it in the 1st place.

That's not going to happen with a blimp
or image or institutional advertising.

The only thing it can happen with is
direct response advertising or direct

marketing. This is derived from what used to be

called mail order, the discipline of the
entire mail order industry.

Now the direct marketing industry is that
for every dollar invested, there is a

direct, typically fast and always
measurable return of that dollar, plus

presumably some profit.

And most media people and most ad agency

people have little or no understanding of
that kind of advertising and marketing.

Most even fear it because it.

He is so accountable.

One of the most famous admin of all time,
David Ogilvy, once confessed that quote.

Only the mail order people the direct
response people really know what they are

doing. I'm here to tell you that if you want

your marketing done by somebody who
really knows what he's doing, you must

own your marketing.

The problem lies with the business owner

trying to abdicate responsibility for
generating leads and marketing their

business, and with it offloading control
for the whole marketing process.

It's a natural thing to look for a
wizard, for someone to hand the whole

thing off to and say just deliver me
customers and I'll sit here behind my

counter, or I'll treat my patients, or
I'll watch over the food in my restaurant

or whatever and be happy not having to
deal with the marketing part of the

business, not realizing that is the
business.

When you give that responsibility and
that control away, you have very few

options of who to give it to.

Frankly, most of the people who will take

it and take money along with it are
really not qualified to make the

marketing decisions about your business.

Not nearly as qualified as you are to

make those choices.

So offloading the responsibility for

marketing is usually a big mistake, and
it tends to compound.

The business owner jumps from one
hopefully quick fix, one magic answer,

one wizard to another, continuing to
write checks along the way.

And never getting the response that he
needs to get.

Most business owners start to deal with
marketing and say, hey, we have to get

some customers in here, what do we have
to do to get customers?

They jump all the way to the media stage
and they start to make choices of, well,

let's run an ad in the newspaper or let's
send out a flyer, or, hey, the valpak Rep

showed up last week and gave us a pretty
good story.

Let's put a coupon in Valpak or let's do
an email.

Campaign let's sign up with constant
contact or another service.

Let's get busy with Facebook.

They deal with the media choices without

strategies about what it is they want to
communicate and who they want to

communicate it to, and then what the best
ways are to find and reach those people.

So they're really out ahead of their
skis.

Instead, what the smart business owner
has to do is gain enough knowledge so

that he is informed, educated and
strategic when he does deal with service

providers and when he does pay for media.

The lion's share of whatever his budget

is has got to be invested in methods,
media and marketing that is results

measurable so he can track what he gets
for his dollar.

He has to learn to say no to other
things.

No matter how siren the song and no
matter how ego appealing it may be to be

on radio or television, no matter how
many people are telling him you have to

be on Instagram, maybe, maybe not.

The questions of who you are trying to

reach and attract and where they are, how
your message is best presented, what time

and money resources you have must all be
considered.

If there's not a good way to track the
results, you've got to be strong enough

to say no.

I want marketing where I can measure what

I'm getting from my money.

For the sales professionals listening or

for business owners with salespeople,
your answer is not more cold call

prospecting that is as hit or miss and
inefficient as is traditional image

advertising and indiscriminate use of
media.

Further, prospects don't like feeling
stalked, hunted, badgered or drug into

selling situations.
If you sell for a living, the number one

thing on your hate list should be cold
call prospecting grunt work.

My late friend Zig Ziglar would call that
warm approaching to put a positive spin

on it.
I appreciate the spin, but I just don't

see anything warm, friendly, fuzzy,
happy, pleasant about this process of

trying to talk to people who at least
emotionally if not physically, are

backing away from you as fast as you are
moving towards them.

I grew up in the Midwest where we have
coal mining, and to me, coal prospecting

is like coal mining.

It's dirty, filthy, ugly, smelly, sweaty

work, best left to people who earn
minimum wage with Braun, not maximum wage

with brain.

Regardless of what you have done before,

now as a result of this system, you
should never cold prospect again.

I'm going to show you how to eliminate it
from your existence and change the way

you attract your customers, clients,
patients or donors.

The key is having a magnetic marketing
system of your own.

A system, by definition, is reliable,
predictable, and consistent.

This means that you are not running ads,
wondering what the results will be, and

it operates affordably and efficiently.

This means you aren't doing old-fashioned

prospecting grunt work, getting erratic
results and burning out from rejection.

This means that you can go to bed every
night knowing within a small range of

variants how much business is coming in
by noon tomorrow.

Affordably means several things.

You don't necessarily have to spend a

bundle to make a bundle.

With my magnetic marketing system, you

can often achieve a cost per lead or cost
per sale less than your past experience

or your industry norms.

Testing can be done inexpensively.

Ultimately, you can create better value
for your business, a better value or

lifetime value customer.

Efficiently means without lots of

overhead, without lots of pointless
complications, without hassle, too many

people wind U owned by their business
rather than as owners of their

businesses. One of the great virtues of having a

business driven by magnetic marketing is
its independence from your continual

hands-on involvement.
Some marketing can even be 90 % on

Autopilot. About quantity and quality, the right

balance. We want a lot of response, but we want

qualified response too.

We actually build screens into much of

our magnetic marketing to automatically
sift the gems from the sand before we

ever have to talk with the prospective
customers personally.

Having a magnetic marketing system puts
you in control with the ability to

consistently, reliably, predictably
attract qualified leads to your business,

and you can get this to start working
very quickly.

At Gkic, incidentally, the organized
automated sales funnel is a big point of

emphasis, mastered and shared with every
member through resources, live training

and mentoring.
There is special software to run such

marketing. You are probably already in new GK IC

member, but if not, don't delay in
learning about it at gkic.com

Let's start getting inside magnetic
marketing and look at how dramatically it

changes things for the better for you in
attracting customers.

I used to live in Phoenix, and if you
haven't been there, just take my word for

it. There is no hotter place than Phoenix in

July and August.

One day I'm home alone.

A weekday afternoon in July, everybody's
out of the house.

I've got the house to myself and I'm at
the kitchen counter.

I've got a pitcher of iced tea, and I've
got a client on the speaker.

Phone I'm intensely involved in a
conversation with that client when

someone uninvited, unexpected and unknown
to me, begins to ring the doorbell and

bang on the front doors of my home with
earthquake intensity.

You work for a real living.

You're not home during the day.

But if you stop and think about it, the
options of who can be at your home on a

weekday uninvited banging on the door are
pretty slim.

It's a pest.

In the recession years, we knew who the

pests. Or because all the Jehovah witnesses and

Avon ladies carpooled.

Now, it can be all sorts of people, but

it's a pest.

I did what you do with pests.

I ignored it, confident that if
sufficiently ignored, it would go away.

It didn't. I'm ignoring continuing my
conversation.

He's ringing and banging, ringing and
banging.

But finally I'm right.

After ignoring him for a sufficient

length of time, he gives up and leaves,
ever so briefly.

He goes around to the rural my property,
climbs over an 8 and a half foot high

masonry wall with shards of glass
embedded on the top to discourage.

This method of entry comes down past the
cactuses, the shrubs, the pool and the

spa, and he's now on the patio deck
immediately behind me.

He can see my back to him through the
pains of glass on the doors on which he

is now banging with incredible violence.

This is by far the most annoying pest

ever, but I'm the most stubborn guy over
i keep my back to him and raise my voice

to carry on my conversation.

We have the contest of Wills that seems

to last an eternity.

Finally, he wins.

I can't handle it anymore.

I turn around to deal with the most

annoying pest ever.

It turns out the reason he's there is my

entire yard is in flames.

We set a record that year, 15 straight

120 degree days, and everything was a
little dry.

My guess is some imbecile driving through
the community, flipped a cigarette butt

into orbit and it picked my yard.

But I'll never know.

But literally everything but the water in
the pool is on fire.

This Good Samaritan who thinks I'm an
idiot, which is arguable by now, is there

trying to save my house.

Now here's what's instructive.

At that precise moment in time, he went
from being the most.

Annoying pest to the most welcomed guest
ever to visit the Kennedy household

because he was there with just the right
message at just the right moment in time.

In this case, call 9-1-1 stupid.

I'll work the hose.

Now, the reason it's instructive is
because, no, it or not, acknowledge it or

not. Like hearing it or not, the vast majority

of the time that you try and communicate
with your present, past, or future

prospects, clients or customers, you are
categorized as a pest, not as the most

welcomed guest of the day, week, month,
or year.

If you change that, you automatically
change everything else suddenly gets

easy. If you become what we call a welcomed

guest marketer, there are a number of
factors for achieving this status.

The 1st and most important is to change
from all other forms of advertising to

what is called lead generation.

Instead of cold calling or image

advertising, magnetic marketing heavily
relies on using lead generation that gets

qualified prospects to raise their hands,
indicating they're interested in doing

business with you don't force yourself on
them uninvited, they come to you already

interested and pre qualified.

In its purest form, a lead generation ad

works just like a personals ad.

It describes who you want to respond.

And who you do not want to respond and
gets them to respond.

So your perfect prospect steps out of the
crowd and identifies himself to you.

Fortunately, this can often be done with
small, relatively inexpensive ads,

enabling you to put the majority of your
investable dollars and effort into follow

up marketing to well qualified prospects.

So a personals ad might read like this

single white male, 38 seeks single white
female or divorced white female, 25 to 35

into golf, travel, fine dining, Rush
Limbaugh and the Grateful Dead.

No pets bigger than a breadbox, right?
As you can see, this advertiser has

described who and what he wants and who
and what he doesn't want.

A trick to keep in mind is the tighter
the description, the more likely you'll

get exactly the respondents you want,
although usually at the expense of

quantity. The looser the description, the greater

the quantity of response, but the less
likely you'll get the respondents you

want. Last, we add something we call a lead

generation magnet and LGM to stimulate
response.

So let's try an example.

Let's say that the perfect prospect for

your service is an experienced,
successful corporate executive frustrated

and concerned with his lack of personal
financial security and wealth.

Your ad might read something like this
attention.

Are you a corporate executive with at
least 10 years career experience, a good

income success, but worry that you are
not turning that income into wealth and

financial security quickly and
systematically?

Enough if you earn at least one hundred
thousand dollars a year, have 10 plus

years career experience, own your own
home, and are so busy with the demands of

your career, you have little time or
energy for personal finances.

My free report, breakthrough wealth
building strategies for super busy

executives will be of interest to you.

Please do not respond if you are

completely satisfied with the amount of
taxes you pay, the return on your

investments, and the pace of your
personal wealth accumulation, or if you

are close minded to new ideas.

If you qualify as described above, you

should read my report before you deposit
your next paycheck.

For details and free reports sent by mail
confidentially to home or office, call

free recorded message 1.

800 insert number anytime or let's assume

you consult with people about buying the
right computer and software for their

needs. Your ad might read something like this.

Warning before you buy a computer or
costly software, there are 19 little

known facts and insider secrets store
clerks don't know and can't tell you to

get your moneys worth and to get the
results you really need.

And what if you are thinking about buying
a computer or software this weekend?

Don't until you read this.

Computer industry experts provocative

free report how to avoid computer
ripoffs, save money, avoid frustration

and get exactly what you need.

No more, no less.

Savvy buying secrets revealed this report
could save you hundreds of dollars and

hundreds of hours of frustration.

For details in your free report called

the Truth Line.

Free recorded message one 800 insert

number. You'll notice I used phone numbers and

free recorded messages.

You could add or substitute websites,

although that does raise questions about
the wisdom of driving a prospect from

offline. Engage directly and only with you online,

where there is a whole world of
competition.

But that's a discussion too complex for
this time and place.

Now, before I get into the nuts and bolts
of what you need to have in place before

using these kinds of ads, let me get
something off the table.

It's the most common objection we hear,
and we've been hearing it for decades.

But this stuff can't work in my business.

For most of your continuing education.

Whatever business you're in, here's what
you've been doing.

You belong to a National Association
totally made-up of people in your

business. You belong to a state or local

association totally populated by people
in your same business.

You go to conventions, meetings and
conferences organized by, put on four,

and put on by and attended by people in
your same business if you go to a strange

town, you look around to see what
everybody else in your business is doing.

You read books written by people in your
business.

We have a technical term for this.

It's called marketing incest because it

works just like real incest.

In a short period of time, everybody gets

Dumber and Dumber and Dumber and Dumber
until the whole thing just grinds to a

creeping halt.
All great advancements in businesses come

from outside the box, not inside the box.

As a consultant, I get to go over and

work with industry a, and because
everybody's myopic while I'm over there,

I notice something that's phenomenally
effective.

Hardly anybody else outside their
business is doing it, but could be.

I borrow it from industry A and I take it
over and I teach it to industry B, and

while I'm over there, I notice something
they're doing that hardly anybody else is

doing, but could be.

So I borrow it from industry B and I take

it back and I teach it to industry a.

That's how this whole system of magnetic

marketing came to be.

It works, but if you're like almost every

other small business owner, there are
three self-destructive myths of running

your business that we must deal with and
eliminate from your thinking right from

the start.
Number one, my business is different

number two.
My advertising has to fit in with

industry norms because.

And fill in the blank with any reason you

like number three.

Tacky mail order kind of advertising

doesn't work and makes me look silly.

None of those concerns has any basis in

reality. This stuff certainly can work in your

business, and I've never seen an
exception.

Here is a partial list of the kinds of
businesses who've successfully applied

magnetic marketing, chiropractors,
cleaning and chemical product

manufacturers, collectibles, numismatic
coins, baseball cards, art and art

galleries, the computer industry,
software marketing, consulting services.

Cosmetic and skin care products and spas.

Cosmetic surgery.

Dental practices. Financial planners
hospitals industrial products.

Investment products and services.

Jewelry stores and artisans.

Multilevel and network marketing.

Nonprofit associations and charities.

Pet stores.

Physical therapists.

Recreational vehicle dealers.

Real estate agents and brokers.

Retail stores of all kinds.

Sales organizations.

Trade schools.

The travel industry.

Weight loss.

Nutrition and on and on and on South.

There's really no business this won't
work for.

It also applies to all media, although
soon here I'm going to zero in on one for

teaching purposes, then about it being
unprofessional or embarrassing.

The better term is radically different
and much more effective.

Yes, you may get some criticism, pushback
from staff, kidding from peers.

You may be uncomfortable.

With it until it's results soothe your

nerves. But please be smart about this.

It is superior results that matter.

We're not in junior high anymore

obsessing over what other kids think
about us.

Let's obsess over what works.

Just as an example, there's a magnetic

marketing system based three letter
direct mail campaign that the owner of an

auto parts store has been using nonstop
for 10 years, averaging 100$ back for

every dollar invested getting new
customers, the 1st letter IS made to look

like their kids wrote it.

With crayons. It's from the kids.

It's full of misspelled words.

It's sloppy, obviously childish.

The tire manufacturer.

They're associated with that.

Offers shops Co-op ad dollars.

Refused to give them any for mailing this

letter because it is amateurish, they
told the shop owners.

Surely you can do better than this.

Well, it'll be hard to do better than

100$ for every dollar invested.

So I want you to get out of your own way,

ignore the criticism from others, be
different, and worry only about what

works. Now we can get busy building out your

magnetic marketing system.

It has three big building blocks, number

one a truly compelling, preferably
irresistible marketing message number 2

high probability target marketing that
identifies only those most likely to

respond, and number three the most
appropriate effective combination of

media used to deliver your message to
your market.

The first building block, then, is right
message.

What do you say to your marketplace, to
your past, present and future prospects,

clients and customers that is compelling,
that is magnetic, that cannot be ignored,

that must be responded to, that draws
them to you like a bright porch light on

a dark night draws moths?
Do you have a great marketing message?

Most businesses don't.

Second, who you say it to and by

deliberate strategy, who you do not say
it to.

Again, most businesses don't ever put
real thought into who they're trying to

reach with their products and services.

And 3rd the media, how you deliver the

message to the market effectively,
affordably, efficiently, in a way that

involves little or no manual labor and
magnetically attracts people to you.

There are a few ironclad rules of
magnetic marketing to keep in mind and

adhere to.
Number one, there will always be an

offer. On the Internet, especially, there's a

popular idea that content is king.

I would disagree.

The sale is king.

All your marketing needs to have an offer

telling your ideal prospects exactly what
to do and why they want to do it right

now. It should be irresistible and time

sensitive and give them some kind of.

Transformative value if they take action.

This is not just an implied offer like a
store running ads has.

We're here, come on in.

This should not be a common offer like

the sale of the century this weekend,
only more often it will be a lead

generation offer.
As we've discussed, a great deal of

thought needs to go into your offer
itself, number two there will be a reason

to respond now.

The hidden cost and failure in all

advertising and marketing is in the
almost persuaded.

They were tempted to respond, they nearly
responded.

They got right up to the edge of
response, but they set it aside to do it

later, or to Mull over, or to check out
other options.

When they get to that edge, we must reach
across and pull them past it.

There must be a good reason for them not
to stop short, or delay or ponder.

There must be.

Urgency number three there will be clear

instructions. Most people do a reasonably good job at

following directions.
For the most part, they stop unread and

go on green, stand in the lines they're
told to stand in, fill out the forms

they're given to fill out, and applaud
when the applause sign comes on.

Most people are conditioned from infancy
in every environment to do as they are

told. Marketers failures and disappointments

often result from giving confusing.

Directions or no directions at all, and

confused or uncertain consumers do
nothing, and people rarely buy anything

of consequence without being asked.

You must walk your prospect through the

steps you want them to take in order to
make the sale.

Number four there will be tracking and
measurement.

If you want real profits from your
marketing, you are no longer going to

permit any advertising, marketing or
selling investments to be made without

direct and accurate tracking, measurement
and accountability.

Forget about likes, links, opens, shares,
reach, visibility, views, engagement.

All of that may be interesting, even
indicative, but what matters is that.

For every dollar you spend, you can
clearly identify how much comes back as a

result number five there will be follow.

When you invest in advertising and

marketing, you're not just paying for the
customers you get, you are paying for

each lead you generate, every call, every
walk, in every email every, reaction and

response of any kind.

Doing nothing with even one lead is like

flushing money down the toilet.

It is a serious lapse in judgment and

waste of precious.

Resources every time you fail to follow U

with every lead or every customer.

Number six results rule results rule

period. Do not let anyone confuse bamboozle or

convince you that anything else is of any
importance.

Nobody's opinion counts, even yours.

The only thing that matters is the answer

to the question.

What results did I get?

When you implement all these into your
marketing approach and marketing

messages, you change the way you
communicate with your prospects and

customers dramatically and forever.

Now let's drill down on marketing

message. Most small businesses are out there with

no message at all.

A person opens a restaurant, a floor

shop, dental or law practice, a service
business name, the type of business, and

his message is we're open for business.

Typically, he spends a lot of time and

energy worrying about what it looks like
inside, which obviously nobody sees if we

don't get them in there in the 1st place.

And he worries about his sign and his

logo and his name, and then he opens the
door and he waits for the customers to

come in.
He hasn't thought about what he's going

to communicate to the marketplace about
who he is, what he's all about.

That should make people want to do
business with him.

A marketing message is a way of
concisely.

And clearly saying to the right market,
here's what I'm all about and here's why

you should choose me.

Every business has to craft a message

that separates them from their
competitors and that clearly says to the

marketplace why they should choose them.

Every business has to back up and start

with what am I going to say to the
marketplace and why is what I say going

to be interesting and appealing to the
marketplace?

Fortunes have been built purely on the
strength of great marketing messages, and

tremendous turnarounds in business have
taken place as the result of great

marketing messages.
Domino's Pizza was originally driven by a

marketing message which everybody came to
know fresh, hot pizza delivered in 30

minutes or less, guaranteed.

That marketing message contains a great

example of a unique selling proposition,
which I'll get deeper into in a second.

If you dissect it, you'll see some
interesting things.

First of all, it doesn't claim to be all
things to all people.

There's no mention of Mama's recipe from
the old country, no mention of a special

sauce. In fact, there's not even any mention of

good pizza.
It's a wonderful example of truth and

advertising. All it says is that it is going to get to

you while it's still hot and it's still
fresh, and that they guarantee to do that

marketing message built an empire and a
fortune for Tom Monaghan in a very short

period of time.

And built marketplace identity so that

you could probably still go out and stop
10 people on the street, throw the

generic word pizza at them, and seven or
eight of them are going to immediately

respond to you.

With dominoes.

Would you have to ask yourself is if you
go out in your marketplace, whatever

business you're in, if you're a florist
and you go out into your marketplace and

you stop 10 people on the street and you
say flowers, and seven or eight out of

those ten respond to you by giving you
the name of your business?

How well are you going to be doing?
You're going to be doing very well and

that's the power of a clear and
compelling marketing message.

As I mentioned earlier, a U or unique
selling proposition is the part of the

marketing message that differentiates you
from any and all of your competition.

It answers a critical question coming to
you from your prospective customer.

Why should I choose you versus any and
every other provider of the same product

or service that you provide?
So if you're a florist, my question is

why should I choose you as my florist, as
opposed to all the other florists who are

up and down the street or who are inside
my phone online?

Why should I choose you?
You simply have to have a good answer to

that, and that's going to take a little
bit of work.

But somewhere in your business there is a
good answer, or you need to make one.

Now, for those of you sweating over
Amazon, let me tell you something.

You can't be Amazon without your
permission.

Their marketing message is the same for
everything fast.

Kind of like dominoes in one day or less
cheap or cheapest choices.

You won't beat them at that, but it's
actually a pretty small territory.

You can't win in combat with them, with
their message.

You need a different message of your own
that you can win with.

Unfortunately, the first thing somebody
does when we start to talk about unique

selling proposition is jump to the
conclusion.

That there is nothing special about their
business sometimes.

In rare instances, that's true.

That's when you have to do some creative

thinking about your business to make it
into something unique.

Here are 10 questions you can ask
yourself to help kickstart the process of

finding or creating your U.

Number one, what specifically do you do

that's truly different compared to
competitors?

For dominoes?
It was originally being there in 30

minutes or less.

More recently they revolutionized the

company against badly sagging sales by
taking the worst ranked pizza to the best

ranked for taste and quality.

But that's actually the ante to being in

the game right now.

As I record this, nobody in that industry

has an answer to this.

Number one.

I work with clients as a marketing
strategy consultant and as a direct

response copywriter.
There are forests full of consultants and

an ocean of copywriters, but there are
hardly any single humans who perform both

roles at a top tier level.

As a professional speaker, I've benefited

from being able to be a conference
speaker and consult on the marketing of

the conference and write compelling sales
copy for the conferences marketing there

is a forest full of speakers.

But there's no other human performing all

three of these roles.

Number two how do you uniquely benefit

your target market?
Jk Rowling and her publisher of the Harry

Potter books made each new books release
of exceptional benefit to independent

bookstores with the devised plan for big
events books held back until release at

midnight, drawing huge numbers of kids
and parents into these stores, milling

about at a party in costume snacking and
browsing and buying other books for an

hour or more.

Before the clock struck 12, the target

market, the bookstore owner, was uniquely
benefited.

And in reciprocity, Rowling got far more
promotional work out of the store owners

than hundreds of other authors of other
children's fantasy books.

Often special events and classes can
attract new customers that would

otherwise ignore the business and provide
added value to current customers as well

as the community at large.

In my area there is a local chain of

casual restaurants and Taverns called
Winking Lizard, and a big benefit of

being a customer is a mind boggling
number of special events held during

every month, some in the restaurants but
also golf outings groups escorted to a

classic car show.

And the like some also benefiting

charities. This is so much a part of their business,

it essentially is their unique selling
proposition.

Number three can you niche your target
market in a way nobody else can or will?

A lawyer bill Hammond created Alzheimer's
law, a subset of elder law essentially

wrapping traditional estate planning,
Medicare and Medicaid spend down

planning, and other family legal matters
inside a differently described package

positioned for families with a senior
showing signs of or having been diagnosed

with dementia.

This enabled Bill to use the exact lead

generation strategies laid out in this
system.

A chiropractor I handed seminars years
ago developed a practice inside his

general practice with a specific program
for pain free.

Flexibility enhanced golf so golfers with
back problems could hit the ball farther

and straighter and play 18 holes without
feeling like they were old and crippled

afterward. Similarly, this enabled the doctor to use

lead generation advertising in place of
advertising ordinary chiropractic care in

an ordinary way and advertising the same
free consult or exam every other

chiropractor did.
Number four the opportunity gap what void

in the marketplace can you fulfill?
So-called Robo advising is being marketed

to meet the needs of an underserved
segment of the investor market.

Fast casual restaurants like the very
successful Panera Bread chain filled a

gap between fast food chains like
McDonald's and full service mid-priced

restaurants like Chili's, Applebee's and
Olive Garden.

Number five can you add personality in a
way that nobody else can?

My friend and client and an enthusiastic
adopter of magnetic marketing, Ben Glass

is a personal injury attorney with a
thriving practice who has done a fabulous

job of infusing his practice marketing
with his personality, philosophy, and

life experiences.
My client Ted Oakley's life story is

magnetic to his targeted clients,
entrepreneurs who have built up and sold

companies. This doesn't really get you to AU, but

instead focuses on an affinity match,
making the choice of providers of a

service about a unique trusted advisor.

You probably know of the famous and

popular magicians Penn and Teller.

They are the only magician team with one

of the partners who never speaks.

Sure, it's a gimmick, but it is a gimmick

that has served them well for decades.

Number six can you offer a superior

guarantee number seven can you deliver
your product or service with exceptional

speed?
There can easily be another 20 questions

like number six and number seven that
dissect your product, services and

business and its marketing message into
micro parts, anyone of which may yield

the USP.
Geico Insurance has very successfully

made their advertising for the past 10
years about a tiny piece of what they do.

The price quote say 15 % in 15 minutes.

It has nothing to do with the products or

the services to policyholders.

Only with the process of buying coverage.

Guarantees are great paths to a USP,
especially if guaranteeing what others

won't. A longtime client of mine and an early

adopter of magnetic marketing, Craig
Proctor invented the guaranteed sale

program in real estate.

Radical, then still relatively rare

because most agents are scared of it.

When Craig went to sign up a home seller,

he offered a guarantee tied to the
minimum acceptable selling price that if

he didn't sell the home for more than
that amount within a specified number of

days, he would buy it himself.

Number eight what do people hate about

businesses in your category that you have
the power to fix?

This is a very good question that can
lead to a very magnetic marketing

message. Years ago I consulted with a chiropractor

who guaranteed no waiting on arrival for
your appointment.

He made it clear he didn't even have a
waiting room.

People hate arriving at doctor's offices
on time and then waiting for 15 or 30 or

even 45 minutes.

His secret was a room full of.

Automatic heated massage chairs that the
arrived patient was plunked into getting

therapy while actually waiting to get
into the doctor and orthodontist client

of mine with five successful offices,
Doctor Dustin Burleson discovered that

parents of kids coming in for braces
worried about having to miss work or have

their kid missed school activities to fit
into his offices available appointment

times. So he created a premium fee plan under

which no time off work.

And no missed activities would ever be

necessary, guaranteed.
A lot of people hate waiting in lines.

A number of food service businesses,
Starbucks included, are tackling that

with advance.
Order by a on your mobile phone, your

order ready for pickup on arrival.

People hate waiting, period, and Uber is

capitalizing on that in its war with the
taxicab industry.

People hate home contractors who start
jobs and then stretch them out, leaving

them undone.
For weeks, the companies in the one day

bathtub and shower business with the
prefab units that fit over the existing

tub and shower have capitalized on this.

Number nine can you offer some kind of

pricing advantage over your competition?
Rice is very tricky and discounting is

like handling lit dynamite.

I recommend reading my book no BS rice

strategy. Done wisely though, rice strategy can

provide or bolster a magnetic marketing
message.

Sandals resorts for example moved all
inclusive price from cruise ships to dry

land and it's supports their entire
marketing message rooms to go uses

bundling with a single stated price for
everything you see for the room.

Couch chair tables, lamps, throw rug,
sofa sized painting.

Number ten what kind of special
experience can you offer your customers?

We live in an experience economy.

People are pretty spoiled.

They can get just about everything
delivered or experienced at home, like

live streaming of concerts.

Do you bowl?

Well, we have a virtual reality game for
that.

Visit museums.

You can see all the same art online.

This mandates creating great customer
experiences and interesting special

experiences. If you want to pry people out of their

cocoons, since you need to do this
anyway, it might also lead to your USP,

or at least to temporary OU experiences
that have a USP.

That final question number ten touches on
something key what special thing can you

offer your customers?
It's this process, the creation of

special things as offers, that's another
key part of your magnetic marketing

experience. We call these special offers widgets, and

you can think of them as packages of
services and goods and premiums and

experiences bundled together.

Widget making is an important marketing

skill. Once you've got it, you'll use it over

and over again every day in your business
on a simple level, if we go back to the

pizza business as an example.

They're widget of the week, maybe 2

themed pizzas like NBA Playoffs for a
special price, plus a leader of Coke and

four side salads free.

They're not just saying come and buy

pizza from us, they're saying get the NBA
Playoffs, watch party dinner box.

One of the best examples that I've seen
and that I know quite a bit about comes

from Las Vegas and the hotel and casino
business where pretty much everybody

offers the same thing, a place to come
and lose.

A lot of money and have a good time doing
it well.

A lot of lights and pretty girls.

For decades that was the business in Las

Vegas. It's changed now to be less about

gambling and more about restaurants,
nightclubs and shopping.

But that's a recent metamorphosis and the
jury is still out on it.

Years ago, an amazing entrepreneur, Bob
Stupak, took over the worst and last

hotel on the strip and had to find a very
different way to get people to come and

stay at that hotel and gamble in that
casino.

He didn't have a tremendous amount of
money at the time to do advertising and

marketing with so the conventional ways
that Las Vegas hotels market themselves

was pretty much out for him.

So Bob sat down and he turned the hotel

business and the casino business in Las
Vegas into a very specific widget.

That he could hold up and people could
see and get a grip on and understand and

be attracted by and by in advance of use.

Let me describe his widget.

Ask yourself if you would respond to it,
presuming you were convinced it was real.

Give me three hundred ninety six dollars
and I'll give you 2 nights, three days in

my hotel in one of the deluxe suites.

There will be a bottle of champagne

waiting for you when you arrive.

You can have unlimited drinks the entire

time you're here, whether you're gambling
or not.

Even if you're sitting in one of the
lounges and enjoying the entertainment,

you pay nothing more for your drinks.

More importantly, for your 396$ I'm going

to give you 600$ of my dollars to gamble
with in my casino.

His widget included the room.

It included the drinks.

It included some extras like the
Champagne and souvenir dice and show

tickets. Edit included 600$ to gamble with while

you were at his casino.

Just for the record, the 600$ was match

play for even money wagers, with wins
paid his exchange of the promotional

dollars for real ones.

But that's all just details.

This widget turned that little hotel,
which at the time that this started was

on a Motel 6 level, into one of the
largest and fastest growing hotels on the

Las Vegas Strip.

In its time called Bob Stupak's Vegas

World, it is now the stratosphere.

You may recall seeing Bob's full page ads

for this widget in parade.

In Sports Illustrated, in Playboy, in

dozens and dozens of magazines and
newspapers all across the country.

Bob filled his rooms by selling that
widget, and that was really the business

that he was in, the business of selling
that widget.

He didn't advertise any other type of
accommodations.

He didn't bother advertising his hotel as
a hotel.

He concentrated all his efforts and all
his energy and all his resources on

selling that widget.

There are a couple of very interesting

side points.
He ran his hotel with between 90 % and

100 % occupancy on a consistent basis.

As a result of these widgets, that

created overflow.
So he bought a second hotel off the strip

and ran shuttle buses to get the people
back and forth.

Even more interesting, his widget
provided him with a cash flow advantage

that no other hotel or casino had at the
time these packages were prepaid.

You bought your 396$ package today, but
you might not actually make reservations

and go to the hotel until a month later,
six months later, even a year later.

In the interim, Bob exchanged your three
hundred ninety six dollars for a

certificate, a piece of AER, which
entitled you to all the benefits that I

described. He had your 396$ in a bank account

earning interest or funding construction
and remodeling during that time that it

was not redeemed.

If you study that example closely, you

see that a fairly mundane and ordinary
business, the hotel business and the

hotel casino business, was turned into a.

Totally different business, a different

business was invented within the
business, and that new and different

business became the widget that was sold
to the public.

And that's exactly the thinking process
that you need to go through.

Simply by listening to session one,
you've taken a very important first step.

If you get at least one great idea from
this program, it will pay for itself over

and over again.

But to make that happen, you must do more

than just listen.

You need to act on what?

You've discovered don't just absorb this
valuable information, use it.

In session number two.

Dan will reveal the power of creating

irresistible offers, also known as
widgets for your products and services,

how to pinpoint the exact target market
for your perfect customer, specific

strategies to make sure your carefully
crafted marketing messages get noticed

and considered, and a whole lot more.

It's all critical information you need to

know, so check it out without delay.

Thank you for listening.

Of this GKIC program.