What The Heck Is Happening With Ultimate Lead Generation Machine

The Ultimate Lead Generation Machine
by Dan S. Kennedy
Government does not work because it is more about royalty remaining royalty than it is about results, so the only time it gets anything of real importance accomplished is in moments of severe crisis, when all the royals are equally threatened. Business works when it works because of an opposite operating system. Small business works better than big business, because its leaders have little fear of being deposed; they are the owners, a status actually higher than royals (which is why royals despise business owners), so they can act without political considerations. For that reason, they are often proactive instead of only reactive. Because they deal in real rather than fictitious numbers, have a limit on debt they can get their hands on, and eat profit, they often make intelligent and rational decisions. Many work at defusing problems at their tiniest, in their infancy, rather than postponing doing so as long as possible, until the monster has grown big enough to eat them. If you stand back and observe all this, you can see what works and what doesnt work quite clearly, and make your personal behavioral and business practices choices accordingly. If you will. Felix Dennis is a Renegade Millionaire actually worth about $500-million, which he manufactured for himself, entirely on his own, from scratch. He is one of Britains richest citizens. In his newest book, The Narrow Road, he tells more blunt truth about what works in the making of money, more succinctly than any other credible person Ive ever read on the subject. I am more simpatico with his conclusions than I am with anyone elses. Like me but more so, Dennis is offensive to many and frightening to many more. Truth is rarely pleasing or reassuring, except to the very tiny number of people who prefer it to being pleased or reassured. I suggest getting and reading this little book, but in a well-lit room, not in gloom inhabited by scary shadows. Unlike most authors of most success genre content, he makes no attempt to deliver ideas that will be popular with a large audience. This mirrors my own approach as an author, spanning, now 32 years and more than 20 published books. My scariest is No B.S. Ruthless Management of People and Profits. One very big difference between the path most are on versus The Renegade Millionaire Way is mixed agendas vs. laser-focused dedication to what works. The Renegade Millionaire Way is simple: find what works and use it. (Thats what being part of a great mastermind group is all about. Why coaching is important.) Others way is far more complicated. It is cluttered with: what will people think of me? am I permitted to do this? but weve never done it this way. we should do get more consensus. my peers are all rushing off to do the new thing and I dont want to be left behind. will this make me popular? liked? or gossiped about? what if it sparks criticism about me on Google? Ordinary business owners are trying to run fast through a dense forest of all these concerns, thus bumping
The Narrow Path
into trees at every turn, spending a lot of time lost and confused. Renegade Millionaires have left that forest and are running on a clear, paved path. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insiders Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
Being About Something More Than Chicken

By Dan Kennedy
Each year, the Chick-Fil-A restaurant chain, famous for its tongue-in-cheek ads featuring cows urging folks to eat more chicken, has a Cow Appreciation Day. Customers who come in dressed up as cows eat and drink for free. Anybody wearing anything with a cow pattern hat, cap, shirt gets a sandwich free. Last year,400,000 people came in dressed up as cows. The guy who started this chain was a bona-fide Renegade Millionaire. Even though many of their shops are in malls, theyre all closed on Sundays nationwide, because he believes in rest and time with family on the Sabbath. If a mall wont let them close, they dont go in the mall at all. Hasnt hurt them. In 2011, at mid-year, they were up system-wide by about 12% in same store sales vs. prior year, the chain is growing, the company profitable. I believe its the founders son running the show now. I saw him on Fox-Financial, cheerfully and goofily dressed up as a cow, pitching Cow Appreciation Day. A lot of people let ego, often undeserved ego, stand in the way of achievement. They envy others their wealth, but arent willing to totally put themselves out there to get it for themselves. On the other hand, a lot of people operate without underlying principles and a strong navigational system, so they are easily blown off course. The folks running this particular company have clear, firm values. One is that customers have fun. Thats something missing from too many businesses: nobodys having any fun. The experience of being a customer is, at best, ordinary; at worst, terrible. I like to ask business owners what their business is about. What theyre doing. Small-thinking shopkeepers always answer in terms of core deliverables. We clean carpets, we cut hair, we sell insurance. Slightly more sophisticated students of marketing tend to give boilerplate marketing message answers: we help people protect their financial futures. Executives at big dumb companies usually quote the vaguest of mission statements. But theres little juice in any of that. At one point, Trump set out to change the skyline of New York City. Well, thats something. When you tell people thats what were all about here, you can capture their imagination. That has juice. I set out in 1975 to introduce more people to success education than any other person or company ever had, and I believe Ive done that, although Im not quitting just yet. That has juice. And its navigational; you can ask about everything you might do, is it fulfilling that purpose? Its good to be about something significant and inspirational. Then, when somebody asks you what you do, and you tell them, they get that youre about something interesting and will want to know more about it, may be interested in helping you, or being a part of it somehow, if only as a customer. One of the essential ingredients of the Magnetic Marketing that Ive taught is creating something that is magnetic. Most businesspeople are thinking too much about how to sell their stuff not enough
about to make it and themselves magnetically attractive, so the selling of stuff occurs naturally.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insiders Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
The Untold Stories

By Dan Kennedy Behind every great entrepreneurial success story that everybody knows, there is an untold story and its usually more interesting and a lot more instructive. They all tend to have a few common elements, though. One of which is ugly grunt work. Years back, I spent some time with Bob Stupak, a true Renegade marketer. He took a one floor, slots only dump at the downtown end of the Strip and built it into the big, tall, flashy Vegas World Hotel & Casino, now The Stratosphere without taking on debt, building it one floor at a time as he had the cash to do it; generating the cash by mail-order selling of pre-paid $399 vacation packages. His full-page ads for his Vegas World package featuring 2 nights lodging, meals, drinks, shows and $1,000 of house money to gamble with for $399 were seen everywhere: Parade Magazine in Sunday newspapers, Playboy, TV Guide. People on certain lists received elaborate direct-mail pieces selling the package, and over several years, millions of those sales letters were sent. His was and remains the only Las Vegas Strip hotel literally built by direct-response advertising. Now, the untold story: where Bob got the two most valuable prospect lists he mailed most aggressively to Every guest got a fancy welcome package, which included four full-color postcards with a photo of Vegas World and a display of One Million Dollars In Cash on one side. They were wrapped with a note telling guests to address them with notes to friends back home and drop them in the specially marked mail slot in the lobby, and Bobd buy the stamps. He did not mention he would copy down the names and addresses before mailing out the postcards. He did not mention that he would soon afterward mail a letter telling these folks that they were invited to get the same great vacation their friends had recently enjoyed for just $399, plus get a free spin of the Million Dollar Slot Machine and be guaranteed to at least win a diamond-like ring or a little color TV or some other nifty prize. He mailed these prospects repetitively and persistently, and told me that he converted upwards from 20%. So, if 300 guests turned in 4 postcards, thats 1,200 fresh prospects every couple of days, about 15,000 fresh prospects a month for which no cost was incurred in acquiring them but a postcard and a stamp, and how could you get better prospects? His other method of list-building was nearly as ingenious, and just as troublesome. Its details dont matter, to make the point: Renegade Millionaires go to trouble to accomplish their goals that most people wont. Thats the untold story of extraordinary achievement. Nothing elegant, nothing efficient about Bobs system. Just effective. I am 56 years old and I imagine my perception is skewed by age, but I still dont think Ive ever seen as many people in search of the mythical Easy Button at any
other time of my life. The explosive proliferation of accessible technology has acted as gasoline on this fire. But it doesnt change the fact of societys money pyramid: 1% rich at the top, 4% doing well, 15% doing okay, 80% doing poorly principally because the 1% are willing to do a lot more, and a lot more troublesome stuff than the 80% are. While the 80% are hunting for Easy Buttons, the 1% are working. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insiders Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
Mastering Your Inner Game

By Dan Kennedy We're going to talk about the inner game of building your business. I believe that the inner game is simply all-important. "The inner game" is a new term for a classic idea explained many different times, many different ways by virtually every success educator, and even philosophers. In the book Think and Grow Rich, Napoleon Hill reveals the secret using the words, "thoughts are things." Dennis Waitley has worked with U.S. astronauts and Olympic athletes on their inner games. Author Tim Galloway explores the ideas of his books, The Inner Game of Golf, The Inner Game of Tennis and The Inner Game of Selling. Interestingly, there is a never-ending connection between the inner game in sport and the inner game in business, allowing experts like Waitley, Galloway, exquarterback Fran Tarkenton and golfer Arnold Palmer, among others, to step back and forth between expounding on success techniques in the athletic and business worlds. In all cases, these people speak much more about attitudes than aptitudes for a good reason. Surveys, studies and research consistently reaffirm that 85% of your success will depend on attitudinal factors, 15% on aptitude. Yet in your formal education and in most continuing education, the emphasis is on the opposite - 15% on attitude, 85% on aptitude. Certainly technical knowledge and skills are important. In your profession, you must deliver excellence based on your staying up to date in techniques, products, materials and ideas. However, such excellence alone will never build a successful, growing, profitable business. The excellence that will is an excellence created and sustained in your own mind. This is the most difficult, least tangible aspect of building your business that we'll ever talk about, but it is also probably the most important. Yeah, but what is it? So what is the inner game? The way I see it, the inner game can be broken down into four major components:

Self esteem Self image Self confidence Self discipline
Quality in these four areas is a necessary foundation to personal and professional success. Self Esteem Self Esteem is essentially your feelings of worth. How much success do you deserve? How much money should you make? How much is your time worth? Here, briefly, are seven ideas for strengthening self-esteem: 1. Establish worthwhile, meaningful goals and values. 2. Take massive action to get your own financial house in order if it isn't now. Reduce debt, bring expenses under income, and invest every single month. 3. Give yourself recognition for each and every accomplishment. 4. Manage your time productively. Procrastination and disorganization rob many people of their self-esteem. 5. Associate with positive-minded, happy people who encourage and motivate you. Don't hang out with folks who are negative, unhappy, critical or jealous. 6. Continually acquire new know-how in you profession and in the areas of business, sales and communication. 7. Regularly invest in improving your office and home environments, tools and equipment, wardrobe and other external things that impact on your attitudes. Self Image Self-image is how you see yourself; it's who you think you are. Your self-image is controlled mostly by self-imposed limits. Very few people ever perform beyond those self-imposed limits. A salesman whose father never earned more than $25,000 a year in his life may well see himself as a $25,000 a year guy. And he will subconsciously screw up the opportunities to earn more that come his way. In the financial area, the controversial Reverend Ike calls this a money rejection syndrome, and I am convinced that such a thing definitely exists. One man I know, who made over $100 million in his business in its first three years from scratch, had gone broke in business several times before. After the three years of remarkable success, he said, "Making $100 million is about the easiest thing I've ever done. Believing it could happen to me was the hard part that took 20 years." Your self-image was created and is sustained through self talk, the use of affirmations - and that is also the method you can use to alter and modify your self image, literally as you wish.
I call the process self image goal setting, because most people who set goals set only "to get" and "to have" goals; they fail to set "to be" goals. I encourage you to balance your approach to goal setting by including some self-image modification. Self Discipline Self-Disciple, the fourth component of the inner game, is quite possibly the most important. Success lecturer Jim Rohn says that most people do not associate lack of discipline with lack of success. Most people think of failure as one earth-shattering event, such as a company going out of business or a home being foreclosed on. This, however, Jim Rohn says, is how failure happens. Failure is rarely the result of some isolated event; rather, it is a consequence of a long list of accumulated little failures, which happen as a result of too little discipline. I agree. I find that most people understandably tend to look everywhere but in the mirror for the sources of their failures as well as the victories. I'm here to tell you it's not the town you're in, not your location, not the economy, not the weather, not your competitors - it's your own discipline that makes the difference between excellence or mediocrity, between getting by or getting rich. It's interesting to observe professionals. I often say to my associates, "Let me watch the professional's behavior before, during and after the seminar, and I'll guess his annual income within a few thousand dollars." It's actually pretty easy to do. Jim Rohn says that discipline is the bridge between thought and accomplishment. I'd encourage you to take the self-discipline challenge very seriously. Select those areas that you know are your weakest links - timely paperwork, punctuality, daily self-improvement study, being happy and enthusiastic first thing in the morning, whatever your personal stumbling blocks are - and apply new, tough, demanding disciplines to yourself in those areas. You'll find that success in these particular areas of your day-to-day life will roll over into greater success in all parts of you life. For example, let's look at the ultimate game players - professional football players. A pro ball player knows that every single moment of his on-the-job performance is recorded on film, to be replayed and reviewed later in stop-action slow motion, for critique by his superiors and co-workers.
If your day was filmed and reviewed, how would you feel during the replay? Of course, the professional football players who have to put up with this sort of thing are highly paid. Yes, the inner game stuff is tough. If being a big success were easy, everybody would be one. You've got to decide what you really want to be, do, have, accomplish - and decide whether or not you're willing to adhere to the disciplines necessary to get it. In order to have the opportunity to accomplish virtually any goals you honestly desire, you must accept the related responsibility for everything you get.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
On Achievement, Prosperity, and Envy

Oscar Wilde said: It is better to have a permanent income than to be fascinating. Theres nothing wrong with both, of course. Those who insist that money doesnt buy happiness are usually short on money, ignorant of means of getting any, and selling their philosophy hard because misery loves company. Mark Twain wrote that, actually, no one can stand prosperity another mans. Money cant buy happiness, but absence of money, endless worry about it, and envy and resentment of those who have it most certainly buys unhappiness. There are reasonably happy, almost poor people. I know some. But they are rare. The lack of financial security wears a person down. Id also note, making a great deal of money by honest means does not guarantee unhappiness. I know quite a few 7figure earners and rich folks who are quite happy. And it shouldnt just be about personal happiness anyway such a childish pursuit. There is some ethical obligation for being here, to be constructive, productive and contribute, whether by creating magnificent art, or writing an influential book, or building a company and creating jobs, or amassing and being a good steward of wealth, or being the best schoolteacher, nurse, cop, taxi driver or whatever you can be, and being willing to do tasks and bear responsibilities that dont necessarily produce happiness-as-yougo in order to accomplish significant things. Money is not the only measurement of such accomplishment, but it is certainly a valid measurement; money is a mirror reflection of commercial value created. Those who resent the rich are often, truly, resentful of their own failure to create such value. Its not a constructive emotion, and others having and expressing it ought not influence you in the least. One of the great benefits of my work is the up-close relationships I have with people I categorize as Renegade Millionaires, and beyond that, getting paid to be keen observer of many others similarly striped. An interesting thing I find about them is, compared to most, little time or thought or angst given to the question of happiness; and compared to most, much more time and thought and energy and, yes, angst given to achievement. Its easy to lose sight of the central question: are you choosing goals for yourself that are significant and rewarding to you, and progressively achieving them? If you went to Harvard Law School and now choose not to practice law and instead live as an itinerant cowboy, sleeping under the stars and drinking campfire coffee from a rusty tin cup, and youre honestly, authentically happy about that, more power to ya unless you have unpaid loans and debts to family, or institutions for your education, or other responsibilities that must be honored and discharged. If you make millions and wish to spend much of it on wine, women and wine, and its your money, and you do no harm to others, have at it. Its unlikely, though, that such things absent achievement and contribution will long sustain happiness, but youre welcome to try. The trick in it all is honesty with self. Earl Nightingale observed, that when its all said and done, each person is about as happy or unhappy as they choose to be. Thats true as far as it goes. Happiness is
amazingly subjective, but not entirelysubjective. For one person, never even having to think about money makes for happiness. For another, with no economic necessity, still, redeeming a coupon and getting a good deal makes them happy. But there is fact: achievement contributes to happiness; lack of achievement contributes to unhappiness. Envy contributes only to unhappiness. And much criticism masks envy. Your business is YOUR business. Never forget it. Thats the core philosophy behind so much of my work, including books I hereby self-servingly but also sincerely suggest you get and read: NO B.S. RUTHLESS MANAGEMENT OF PEOPLE AND PROFITS; NO B.S. TIME MANAGEMENT FOR ENTREPRENEURS; and NO B.S. WEALTH ATTRACTION IN THE NEW ECONOMY. As arrogant as it is to say, they just may change your life. So, by all means, seek out role models, inspiring examples, teachers, mentors, advisors, experts validated by relevant, successful opinion and learn from and sift and sort and consider all they have to offer. But ultimately know that The Renegade Millionaire Way is by very definition the finding of ones own way. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insiders Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
Gratitude As A Marketing Strategy

Many years ago, I took over a business with mammoth collection problems: almost all of its customers had open accounts and paid their bills ten to sixty days late (except those who didn't pay at all). We quickly instituted a number of corrective measures, including tighter credit controls and policies, interests charges, a sequence of past-due notices, and collection calls. However, we also instituted a positive strategy. We started sending hand-signed thank you notes for prompt payment to anybody who did pay on time...those who were almost on time...and even late payers who responded to a past-due notice. Guess what happened? Those customers who received thank you notes became better paying customers. I know a Doctor who started a procedure of giving fresh, long-stemmed red roses to his women patients who showed up for their appointment on time, or paid their bills on time, or referred another patient. "Funny thing," he told me. "We no longer have patients missing appointments. Our collections have improved. Referrals are up. And, some guys are asking how they can get roses, too! Here are a few specific ideas you might adopt, as ways of saying thank you:

Keep customers' birthdays on file and send cards and/or mail gifts. Send Thanksgiving cards or letters. * Make it a habit to drop a personal thank-you note in the mail each day, to at least one customer. Send a gift certificate or discount certificate to a customer who makes an unusually large purchase. Host a "Customer Appreciation Event" - a Christmas party, a backyard bar-b que. Have an occasional closed-to-the-public, preferred customer sale. Drop in personally on your best customers, with a surprise gift.
I figured it up just the other day; last year, personally and for my various businesses combined, I signed checks for well over one million dollars, in payment for goods and services to all sorts of people and companies. And I don't care what anybody says - a million bucks is a lot of money. Yet, I can count on the fingers of one hand the number of the recipients of all that money who have expressed any gratitude in any formal kind of way. Only one of them found out and recognized my birthday. Just saying "thanks" is a big step ahead of the competition today.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and
professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
The Power of Mastery

I am about to tell you how to add $25,000.00, $50,000.00, maybe $100,00.00 a year to your yearly income - without spending even a penny more on advertising or marketing. One of my featured guest speakers at a past SuperConference was Michael Vance. Michael worked side-by-side with Walt Disney for a number of years. As I was listening to Mike, I made a mental note to start talking about a Walt Disney quote about marketing that I used to use a lot. What Walt Disney said about Marketing is: Do what you do so well - and so uniquely that people cant resist telling others about you. In every field, there are masters. People just so darned good at what they do that people are compelled to tell others about them. Mike Vance is that kind of speaker, and there are darned few in that category. Actors like Paul Newman, Al Pacino, Robert DeNiro. The salesman I used to buy my cars from, Bill Glazner, at Sanderson Ford in Phoenix - he puts every other car guy Ive ever seen to shame. There are a couple chiropractors I know who put on such a great report of findings (their equivalent of the Printing Audit) that they enjoy 100% conversions and can easily sell large dollar prepays. Theres a shoe-shine guy at the Atlanta Airport who still rubs wax in by hand, snaps the towel with authority, slaps the leather, makes the brush sing. And this is important: these people are master performers. They are not just masters at whatever technical thing they do, they are masters at presentation. So, heres a very simple, very practical question: after customer buys from you for the first time, do they - without any prodding from you - rush to the phone, call an associate, and tell them about the amazing buying experience they just had? Are the first words out of their mouth to the next person they see about you? If it is, heres the economic impact: your need to invest money in acquiring new customers will diminish over time as your business converts to being 100% referral driven. This means you can take all the money you now spend on advertising, direct mail, telemarketing, etc. and put it into your pocket instead. This means you will have more people calling and waiting in line for you than you have time, because each client will multiply. Mastery can quite easily be worth an extra $50,000.00 to $200,000.00 or even more to you each year you remain in this business. (Bank it all at even modest interest and in just five years you can retire a cash millionaire.)
To get that good, you must dedicate yourself to doing so: Ive always been impressed with the late Yul Brenner, who performed the King and I a record number of times on Broadway - and still rehearsed his lines, gestures and facial expressions everyday, before every performance, right up until his last one. How many times have you written out your own, complete sales script word for word? Recorded it and listened to it on tape? Role-played it with family or mastermind group members? Practiced in front of a mirror? Ever? This month? Get this: I can predict your future bank balances if I know what you read, what you listen to, what educational functions you attend, who you hang out with and what you work on (practice) regularly. Oh, and years ago, Joe Karbo wrote this wonderful ad headline: are you too busy making a living to make a fortune? Are you? Discover how you can sneak into the closed door meeting and eavesdrop on the free-wheeling, no holds barred discussions of arguably the most elite and extraordinary group of marketing and moneymaking "masters" ever assembled in one place, at one time.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
The Truth about Quitting

My father told me that the reason doctors whack babies on the ass immediately after they are born is to communicate a fundamental truth they need to know to survive: outside the womb, life is tough. (Do doctors still do this? I dont know. Id guess not; today, itd be viewed as infant abuse and threatening to the tiny souls fragile self-esteem, like, say, playing dodge ball and keeping score a bit later in life. But in 1954, the year of my birth, the Doc at Deaconess Hospital in Cleveland, Ohio delivered that whack.) Everybody is presented with countless opportunities to quit. We stumble into places far most hostile than we anticipated my daughters full term in the Peace Corps, in some godforsaken jungle with rats on her tin shes roof, peeing through gaps, that leaps to mind. We sign on for things that quickly seem more challenging and difficult than wed hoped for maybe putting to use what is being provided to you by the publisher of this; maybe putting together furniture from IKEA. We walk into a dark alley, perhaps stupidly or ignorantly or arrogantly, figuratively of course, and then get the crap beaten out of us, literally, and limp home, humiliated. The list of celebrated, influential and rich entrepreneurs with at least one embarrassing bankruptcy or very close call, past and contemporary, is long, long indeed. I, myself, am on the list, and in very fine company. And if the docs message is true, that life is tough, life for those who claw their way to the peak of the business success and money pyramids is even tougher. Entrepreneurship is all about managing a never-ending in-flow of crap, and diligently looking for the pony occasionally in it; about converting adversity to opportunity when you can, and not being overly troubled when you cant. And, of course, not quitting. Quitters are very uninteresting. Whats interesting and instructive is those who are unabashed, who are quickly resilient, who achieve redemption, who have a greater and grander next act. Over the long haul, this resiliency may be the single most important of all personal characteristics. How well you can take a punch. How quickly you can recover. How you can weather storms of criticism or humiliation. How adept you are at reinvention. How courageously and creatively you respond to difficulty. If you want to cultivate a characteristic, this is the one. And one way to do it is with little stuff. The day to day. A lot of people are easily derailed. Easily put into a funk lasting hours or even days. Easily compromise their agenda. The breeze from a missed punch is sufficient to send them to the canvas. They wonder why they dont get more accomplished. Its "their glass jaw. At least be honest whenever you quit especially if your reason is gee, wheres the Easy Button, anyway? Dont see it here. Ill go look over there. That kind of quitting isnt about the place you walked into, the activity you started, the toolbox you opened up, the learning curve and time required. Its about YOU.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insiders Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
The Secret of Getting Referrals

There has never been any argument in advertising circles that the most effective business advertising is word-of-mouth advertising. Thats why direct selling is so dramatically successful as a method of marketing every imaginable product and service, and why direct selling is such a great business in which to be. As a direct salesperson conversationally telling another person why you like a particular product, you are much more convincing advertisement than any TV commercial or magazine ad. The tremendous persuasiveness of your personal endorsement of a product is what word-of-mouth advertising is all about. Much to the chagrin of professional ad agencies, such word-of-mouth advertising cannot be purchased. But you, as a direct salesperson, can put this special type of advertising power to work for your business. Because you are fortunate to be on friendly, personal terms with your customers, you can enlist their aid in promoting your services. You can actually turn your present customers into a personal advertising department. All you need to do is master the right way to ask for their help. Develop Personal Relations If you learn how to properly ask for their help, your customers will enthusiastically go to work advertising your business. This will help promote your services, lead you to scores of new services, and give you all the valuable benefits of word-ofmouth advertising. There are two types: 1. The customer actually becomes an advertising agent and tells others about you and the service you provide. 2. The customer gives you referrals to people who may be good prospects and allows you to use their name as an endorsement. Either type can be extremely valuable in multiplying your customer list. Avoid Pressure The most important thing to remember is that this kind of help cannot be bought from your customers. It must never seem like you are offering a bribe in exchange for a list of names. As a rule, people will not sell their friends to you. Offering an inducement also might raise doubts about the quality of your services. If they are as good as you say they are, why should you bribe people for their recommendations?
Remember two very important things about human nature: first, people usually enjoy telling others about products they try and like. Second, people like to be appreciated. One way they get appreciated is by being helpful to others. In short, offer an incentive for help without appearing to be paying for it. Show Appreciation In this way, youre thanking the person, not bribing them. Theyll be pleased, wont feel guilty, and will be more willing the next time you ask. The next time you call on that customer you should remember to again thank them for their help. Report to them on the reactions of the prospects they suggested. Let the person you know you did call on them, that Mrs. Jones did become a customer and purchased such and such, and that Mrs. Walters was interested but wished to purchase at a later date. In many cases, after reporting these results, you can obtain a couple of additional prospects from them. Prospects are the lifeblood of your business. Your greatest asset in direct sales is your inventory of prospective new customers. And there is no better way to maintain that inventory, converting prospects to customers, than by using the power of word-of-mouth advertising ...with recommendations from your present, satisfied customers. Put this power to work now and watch your profits and your list of customers multiply. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
Innovate
Just the other day, I was listening to a recording of a speech by Joe Sugarman* and Joe said, One good path to success is to learn all the proven rules and meticulously follow them. Another path is to occasionally break all the rules, because breakthroughs come only from breaking rules. Resonates with me; as you know, I wrote a whole book based on breaking rules. On one hand, Im cautious about innovation; pioneers usually come home full of arrow; its often costly and time consuming...and I am always much more interested in what works than a new idea. However, as Joe said, OCCASIONALLY, or I might say, at carefully chosen time, you have no alternative but to be the pioneer in order to move forward and in order to stand out from the crowd. It is, of course, the minority of times that you successfully innovate that you get noticed for, not the majority of times you successfully follow an already plowed path. (*In case you dont know, Joe Sugarman is a mail-order pioneer: first to sell electronic calculators via direct-response ads, first to use 800#s. You may know him via his infomercials or QVC appearances for Blu-Blockers. But his JS&A ads and catalogs preceded The Sharper Image and led in selling various electronic gadgets.) I think the best times to innovate are when you are absolutely convinced that the conventional wisdom; the already plowed path; the crowd is wrong. Just as an example, when I was getting started in the speaking business, everybody seemed to operate under the policy of billing clients for fees and expenses after their engagements (anything else was viewed as impolite and unprofessional), and most speakers who sold product from the platform sort of begged the clients for permission, and often sacrificed that opportunity. Very early on, I determined that being in the banking and collections business did not serve my purposes very well at all nor did speaking only for wages. So I insisted on a 50% fee deposit to take a date off the calendar, balance and travel expenses paid on site at the speech, and I refused dates where I could not also offer my materials. At the time, peers criticized me; told companies would never accept such terms; and called unethical by agents and bureaus. Today, my payment policies are the norm in the profession. Another example: at a time when every vendor in a particular niche was offering only very expensive services requiring long-term contracts, I copied their marketing method but used it to sell a substitute product at a very small price (and quickly took in a couple million dollars) I was convinced they were idiotically leaving a lot of motived but unsatisfied customers behind by not offering a low price option. An interesting survey of selected, successful, profitable large corporations turned up 74% that said theyd achieve their first big success with either a unique product or a distinctive way of doing business, although this breakthrough may not have
come along until they had been in business for many years. Note the word: first. I also know many companies that are able to subsequently build on that first breakthrough more conservatively, to grow and stabilize their businesses. The bottom-line, I guess, is that you gotta gamble. You try to gamble only when you must OR when circumstances look so favorable that it is irresistible, but you got gamble.
Test and Grow Rich

Testing is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, diligence and patience. To get it right, you can only test one variable at a time. This means that if you change a headline, you cant change anything else. Plus you have to make sure all other variables remain the same, like the mailing day or a war breaking out that has everybody watching CNN day and night or the President getting caught again with his drawers down or a hurricane hitting. Frankly, most business people will just not go through the detailitis required to test - which is why its a very good idea to model proven promotions. And in some cases where youre only going to use something once or twice or youre dealing with a very small number, its just not worth testing; instead, you take your best shot. But lets assume youre working on something you intend to use over and over and over again in some significant quantity, so that its worth real effort to fine-tune it... I have some tips for you: first of all, theres non-testing testing - huh? Well, I describe that in my book The Ultimate Sales Letter (available at http://www.gkicresourcecenter.com/books-by-dan-kennedy-and-bill-glazer/theultimate-sales-letter/ ), where I talk about the steps to take with a finished sales letter before you actually mail it. Second, theres split testing, which is the fastest way to test and get to a reasonable conclusion. Lets assume you have a postcard and you want to leave everything the same but test four different headlines, and you have 4,000 similar addresses to mail to. You do nth name testing; that means Headline #A goes to every 4th name, Headline #B to every 5th name, Headline #C to every 5th name, etc. So you evenly divide the list without bias among the headlines being tested. Some media (like Val-Pak or MoneyMailer) will let you split test within a single buy. Third, theres testing against a control. A control is a marketing strategy that already works well and youre using it on a continuing basis - maybe its a series of letters you mail every month. You have been using it long enough you know what it produces. You have a known to measure against. Now you can start trying to improve that control, ideally one step or variable at a time. If Im trying to beat a control, here are the hot variables Ill look at closely, to see if theres room for improvement: 1. 2. 3. 4. 5. The offer The guarantee(s) The urgency of response The big idea or big promise The overcoming of skepticism i.e. credibility and believability
6. The style or tone of the writing itself 7. The look of the piece By the way, little, very testable things DO sometimes make very big differences. Recently I showed an example in my newsletter of a guy who just added four rubber-stamped words to the outside of his envelope, and beat his control by 300%. I once brought a TV infomercial back from the dead by raising the price of the product. Gary Halbert saved the Pearl Cream advertising by adding a particular bonus. In 1984, after attending my seminar, a dentist in Sacramento changed five words on his Val-Pak coupon and went from getting two or three new patients a month to 15 to 20. This is the sort of thing that makes direct-response advertising as frustrating as golf. (Did you happen to see John Daly miss a put seven times and scratch himself out of the tournament a few weeks back? Ugh.) Obviously, you cant test if you cant, wont or dont collect accurate data. You have to code every offer, and track where every ounce of business comes from. If you have employees who are lax about this, you must educate them about the importance, discipline them if they goof it up, and ultimately canem if they wont do it right 100% of the time. I confess that I fly by the seat of my pants in my business more than I should, but I cant fire me, God knows there are days I should. Anyway, I can assure you: the clients I have with the best profits and incomes possess the best information about where their business comes from. Let me switch gears and talk briefly about another aspect of testing. This is actually how all highly successful entrepreneurs view everything they do...as testing. They do NOT see things in the context of success or failure like ordinary people do, and as a result they do not become de-motivated like most people do. See, most people drain all the vitality, courage, optimism and git-up-ngo out of themselves by focusing on all the things they do that dont work out well, as a compilation of failures. But successful people understand the powerful impact of that negative reinforcement on their own self-image (somewhat akin to the impact of pouring a gallon of toxic waste into a pint of clear water, drinking the result, and wondering why the stomach backs up into the esophagus). Instead, they carefully organize the things they do into a series or sequence of experiments, testing options, and focusing on the ones they find that work. And they fully expect to go through any number of experiments that dont pan out before walking away from the lab with a winner. This not only has practical relevance, it has profound psychological ramifications.
Just like a little tweak in thinking can make a big difference in the results of say, an ad or a flyer, a little tweak in thinking can make a giant difference in the life results experienced by an individual.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless firstgeneration, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
Seeing What No One Else Can See

Wealth comes to the man who can see the potential for wealth. Napoleon Hill Does this seem goofily obvious? Maybe it is. But then why are so few people rich in a place and time of virtually unlimited opportunity? The fact is, most people see things only as they are. I live in a luxury resort community developed by a guy who made his mark and his fortune creating such communities in areas of cities no one else saw as a valuable; in low income areas, up the sides of craggy mountains with no flatland to build on. The great visionary entrepreneurs like Walt Disney and Bugsy Siegel and Sam Walton had few personal characteristics in common, but they all had this prized ability to see what others could not even imagine. I think the first place you have to be able to see potential for wealth is in the mirror. Most people look in their mirrors and see someone destined to finish as is. They do not see a millionaire waiting to hatch. There is no doubt in my mind that the picture you see of yourself virtually governs what you become. If wealth is on the agenda, youd better see a wealthy person, a wealth magnet, a person deserving of wealth in the mirror. Then comes the ability to identify the opportunity in a given set of circumstances where most others are unable to spot it. There are formulas, by the way, that keep getting applied in slightly different ways, over and over again. Consider the trend of the past ten years or so, largely led by just a couple of development companies, of going into decrepit downtown industrial areas, converting warehouses and abandoned docks into entertainment areas full of restaurants, night-clubs, offices like The Flats in Cleveland, Inner Harbor in Baltimore, etc. Id call this the Ugly Duckling Model, getting rich by turning ugly ducklings into swans. Conrad Hilton started out by taking on aged dowagers hotels and transforming them. Al Davis did it successfully during the glory days of the Raiders by taking on outlaw players nobody else wanted. A few years ago, I was walking through an arts-and craft show somewhere and stumbled across a guy doing a pretty brisk business selling planters made out of old, worn out cowboy boots hed rehabbed and decorated as I recall at about $100 a hit. Look around, youll see this Formula at work.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation,
from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
The Salesman and the Bean Counter

Worriers and spellers can be hired for minimum wage. James Tolleson I won a couple spelling bees when I was a kid, and Im a reasonably bright guy. But unless youre going to teach English lit, it turns out that mastery of grammar and spelling is not particularly important to most careers or businesses. I get letters from time to time offering to edit everything from my books and newsletters to my sales letters, to correct the grammar and syntax or present a more erudite, professional image-but these letters always come from people who have never had a book published or never made any serious money from creating advertising. You CAN hire these folks for minimum wage all day long. Most of the highest income earners I know have a few of these people around. The point, of course, is that perfection and professionalism as defined and perceived by most people has not one darned thing to do with making a lot of money. It turns out that book publishers all have editors who can fix what you write what they need is somebody who can come up with salable books and then sell them. Ad agencies can hire people to fix grammar easily; whats hard to find is the guy who can come up with something like They All Laughed When I sat Down At The Piano that can actually sell something. See, when you have the ability to cause people to jump up and part with their money, you can hire or the world will ante up and provide people to run around behind you and do everything from fix your grammar to get your laundry cleaned to mollifying hotel managers after youve trashed the penthouse suite. This tells you the one and only business skill worth focusing on, worth mastering. And I cant tell you how happy I am to have had that revelation early in life. As an aside, if you really want to do your son or daughter a favor, push them into summer jobs in selling. Even if they want to become doctors or, God forbid, lawyers later, the most valuable part of their entire education will be the three months spent selling in the store, car dealership or door to door. (Some years back, I did a survey of 100 chiropractors with practices earning at least $500,000.00 a year; over 80 of them had worked in direct sales, like selling vacuum cleaners, fire alarms, cookware, etc.) Similarly, you can also hire a bunch of pinheads and bean counters to sit around and worry over every imaginable detail and potential problem for a whole lot less than you can make from the same time selling or causing sales. In essence, it really doesnt pay to worry! Hard to break the worry habit: most of us are taught this habit by our parents and have it deeply imprinted in our subconscious. The best antidote or, at least distraction though is positive, productive, proactive action. I do know one entrepreneur who actually hired a guy to worry for him he pays him $35,000.00 a year. Every morning he gives his Vice-President of
Worrying a list of stuff to worry about, and then he goes on to focus on selling and causing sales. This pretty much tells you the only two functions of business worth investing your time and energy in. And note this: everybody who takes your time or attention away from those two things is your enemy.
Leading the Pack Even When Youre Out-Ranked and Out-Gunned

Leadership depends more upon the man than the rank. - Harold Geneen . For good or bad, I consider myself fortunate to have missed the Vietnam experience. But Ive talked to enough vets to know that fragging was much more common than the public knew; meaning, grunts shooting their leader in the back. This demonstrates that rank doesnt necessarily guarantee respect. The same thing is true in less deadly situations. Just because youre the boss no longer means anybody will do as you ask. Fortunately, this has a very positive flip side. When I first read this, I was also reading Ringers stuff, and I realized that you can take control, assume leadership and be the boss in situations where you have no rank. This is a very liberating idea. It frees you from structure, from intimidation and from a whole lot of very limiting past programming. You can become the leader in a defined marketplace in under a year, even if there are companies competing there with 100 years tenure. You can lead a meeting, a groups thinking or the direction of a project even if you are the newest, smallest puppy in the kennel. As a consultant, I often find myself leading in situations and environments where I have no rank. Where Does The Confidence To Lead Come From? I think all leadership confidence is based on a disdain for the other contenders and for the troops. This is a controversial idea, very offensive to many, and I understand that. Military and political leaders will vehemently deny it. But the truth is, most leaders gain the confidence it takes to lead by looking around and arriving at the conclusion that everybody else around them is inept, inarticulate, lazy or otherwise woefully unqualified. This is the best reason of all to enter a new business or a new market, by the way: the conviction (not just arrogant opinion) that those already there are idiots. Ill never forget how my confidence about being in the speaking business soared after attending my first National Speakers Association event sure, I saw a number of people there who were better speakers than I was, but I met nobody with their head screwed on straight about the business. I also saw a group of professionals obsessed with the illusion of rank that was meaningful to them out meaningless in the marketplace. Whenever you spot such conditions, you can count on having found enormous opportunity.
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation,
from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
Success Secrets They Dont Want You To Know

There is a tendency amongst authors writing about success as well as entrepreneurs and CEOs telling their success stories to be warm n fuzzy and present classically popular ideas palatable to the largest number of people. To say that nice guys win. That having a positive attitude and drawing little smiley faces above the is you dot will not only endear you to people but actually attract prosperity. In truth, there is little evidence of this. None of it is harmful in moderation, but it conceals fundamental truth about ultra-high achievers: they tend to be tough, intolerant, hard-driving, demanding, competitive people often viewed as difficult, mean and ruthless by others. And they tend to have a profound sense of superiority usually viewed as arrogance. It sometimes gets them in trouble, but it is also an essential factor in their success. Quoting a Forbes reporter: Donald Trump has a dim view of the world. To the real estate mogul and TV star most people are either enemies, bastards, sleazebags, or stone-cold losers. Bill Harrison recently gave me a phenomenal book by one of the richest Europeans youve probably never heard of, Felix Dennis, How To Be Rich, which has much to say about this, and should be read by anybody who thinks they sincerely want to be rich. (Its also a fun read.) These individuals who raise themselves to great wealth and power exhibit messianic beliefs from the beginning. Gene Landrum writes about this extensively in his must-read books on the high achievers psyche. He cites countless examples; one, Napoleon being told by his mother while still in the cradle that he was born to rule the world. Andrew Carnegie spoke of having a sense of enormous superiority over ordinary men. In the book The Alexander Complex: The Dreams That Drive Great Businessmen, its author notes thatgreat business empiricists live in the grip of a vision. Because they are convinced they can change the world, they often do. With this sense of superiority comes the unavoidable conviction that most others are profoundly inferior. These individuals see themselves as strong and disciplined, others as weak and undisciplined; themselves as independent and in control, as kings, others as dependent and in need of constant supervision, as pawns to be moved about as necessary. These individuals have a centric vision, demanding that the world revolve around them. They see their rightful place as atop the hierarchal pyramids because of their superior studiousness, toughmindedness, discipline, determination and resilience. (NOT superior intelligence, as Dennis points out, and as I have frequently stated.) While they may say that theres nothing significantly different between them and other men on the street, because humble plays well, they privately know the opposite to be true, and have disdain for all those who could but dont. Further, these people take (legal) advantage when and where they can. Sam Walton cultivated an image as the folksy fellow in the battered pick-up truck, but Andy Griffith he was not. Waltons success formula focused on minimized labor
costs, grinding vendors down on price repeatedly, and forcing manufacture of most goods overseas. Wal-Mart has always been run with an iron fist: wage caps; extensive electronic surveillance of employee phone calls and workplaces; prohibition of purchasing agents accepting so much as a cup of coffee from a vendor; an internal security force investigating every deviation of company policy. NIKE founder Phil Knight made his fortune in shoes by paying Indonesian factory workers less than a dollar a day eventually admitting that his company had become synonymous with slave wages. Bill Gates an elephant eagerly stomping mice. Opportunism, even predatory opportunism is heavily in play. One rich client of mine I wont name recently told me gleefully that economic slump in his industry prompted him to open up his piggybank, because it was the ideal time to steal competitors best employees and advertise more aggressively than ever to build market share. Rockefeller famously said, I buy when there is blood in the streets. Attitudes and behaviors most view, at best, squeamishly, and at worst, as evil, are accepted by high achievers as what separates the men from the boys. A very rich man I got to know 20 years ago, who made his money buying up cash-strapped companies at virtual gunpoint, told me: I have five secrets. Five reasons I am rich while others are not. One, I am willing to pick up turds with my bare hands when necessary. Two, I am willing to trample the weak without qualm. Three, I am a very tough sonofabitch, Im damn near impossible to knock out, but Im still careful to pick fights with inferior opponents as much as possible. Four, I dont care about being liked. Five, I only generously reward performance. These are some of the success secrets they dont want you to know. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
5 UN-Creative Thoughts About

Creativity Entrepreneurs and marketers are constantly challenged to be creative. But creativity as it is commonly thought of and practiced is sin not virtue, because it is slow and ponderous; because it begins with a blank slate. One of the most profitably creative entrepreneurs of all time, Walt Disney, said .stop talking and begin doing. To be profitable in the real world, creativity must be fast, decisive, practical, implementable and implemented. Theres little room for creativity for creativitys sake. I tend to practice creativity cheating and thought Id give you a few quick cheats, from the many I talked about at my one day Creative Thinking For Entrepreneurs Seminar.* #1: STEAL AND ADAPT WHATS ALREADY BUILT From Tony Baxter, Senior V.P., Creative Development/Imagineering at Disney: For the climactic scene in the Indiana Jones Adventure at Disneyland, we wanted the ride vehicle to suddenly start backing up as the giant rolling boulder comes thundering toward us. Having a ride vehicle back up in the middle of a ride is SOMETHING THATS NEVER BEEN DONE, BECAUSE ITS NOT POSSIBLE. With eighteen vehicles traveling down the same track at the same time, a vehicle going in reverse would collide with the next vehicle coming behind it along the track. But if youve ever ridden in the Indiana Jones attraction, you know your vehicle does suddenly start backing up. At least thats your perception. Your vehicle has actually stopped. Its the walls and ceiling that are moving, giving you the undeniable feeling that youre traveling backward.so, where did we come up with this solution? A car wash. One of those self-service machines at the gas station where you pull your car in and park while a series of brushes and spray heads mounted above and beside your car travel back and forth. Theres more to Tonys story, but enough here to make the point: whatever youre trying to do, somebody has already figured out and built --- just not in your business or industry or in an application you might ordinarily, easily think of in connection with your business. You do NOT want to invest umpteen days, weeks, months duplicating all the figuring out and innovation and engineering you want to find the thing thats already built. Oh, and a key question to ask every time you see anything, go anywhere, experience anything: how can I use that? #2: WORK BACKWARDS
Most people approach creative thinking from the front the idea. Lets say youre going to open up a new restaurant. Youll probably start with the name, maybe the theme, the menu. But the best place to start is with what will insure a customer keeps coming back. Or his final few minutes in the place. What goes on at the cash register. What will create the highest average ticket. In short, you start thinking about outcomes and then build backwards. Right now, in the movie business, a ton of very important money comes from stealth advertising and product placement. So very, very, very early in the creative process, in many cases prior to script and definitely prior to picking actors, the list of every possible product/advertiser that can be integrated into the film is thought through. I am told in one blockbuster movie of 2005, a scene that took place inside a ski resorts dim-lit bar at night in the book was moved to daytime, outside on the restaurants deck because they could get a sunglasses company, a parka company, and a liquor company with its name on patio table umbrellas to pony up money. #3: BE MARKET / BUYER DRIVEN IN (ALMOST) EVERYTHING YOU DO I started out, ever so briefly, in the traditional advertising business, and have occasionally been involved such as a few years back when I butted heads with Weight Watchers big name Madison Avenue agency. They tend to start their creative process with random ideas. If you watch the advertising-related exercises on The Apprentice, youve seen this same mistake made. So, gather a bunch of ad industry creative types together to talk about advertising for a new perfume, theyll instantly leap off a dozen creative cliffs: names, colors, package, celebrity, music. I say: wait a damn minute! Tell me who the target is dont even bother telling me about the product. I dont give a rats patootie that it smells like jasmine or ocean breezes or beached whales in the last throes of death or is made from cedar planks or horny minks glandular secretions. I want to work backwards from who the intended buyer is. And it matters whether shes 18, 25, 30, 35, 40, 45, 50, 55, single, married, etc. I catch clients constantly playing BLIND ARCHERY. Dont develop a product or service or offer or Marketing Message unless you are developing it for a particular somebody. Not only is that the best and surest way to make money and avoid flops, its a terrific creativity shortcut because it narrows your range of creative work from the git-go. If you want to manage time better, by now you probably know my best strategy is to give yourself less loose time to manage. If you want to get through the creation process quicker, give yourself a smaller canvass.
#4: SWIPE, SWIPE, SWIPE, SWIPE (LEGALLY & ETHICALLY) I get real joy out of hearing from GKIC Members as I did the day I wrote this, and hearing one after another telling me how they took an example from the NO B.S.
MARKETING LETTER, etc., etc. Again, you should never start with a blank slate. Too hard, too slow. Gather up some stuff to give you a jump start. #5: DOODADS AS INSPIRATION One of my favorite shortcuts is finding the little doodads, promotional items, grabbers that are available, that suggest or furnish the theme for my marketing campaign --- especially when doing direct-mail. The copywriting I did for Rory Fatts boot camp one year, The Magical Business Life Boot Camp For Restaurant Owners, was because I first found a bunch of magic stuff in the Oriental Trading catalogs: tricks, cards, top hats, etc. I picked the theme because these things were available cheap. Seasonal Themes.a little more obvious. For example, Chinese New Years, St. Patricks Day So, for example, instead of the Magic theme, next year Rory might use : Build A Better Restaurant Business. Theres the construction set I just talked about, hard hats, toy hammers and tool kits, sales letters printed on architects blueprints, building permits, and on and on and on. Who else could use this? Kitchen remodelers..fitness center (build a better body)karate school (build a better kid). See, wandering through one of these catalogs is another creativity shortcut. Theres a business term: speed to market. Its extremely important. The entrepreneurs I work with who make the most money are speed to market people. They rely on creativity shortcuts. You should too. DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid directresponse copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world. Discover more about Dan Kennedy by clicking here.
Which Gets Read More Ads Or Articles? The Advertorial, The Challenge Of Maximum Readership Reconsidered The knee-jerk answer is: articles. And the argument for the advertorial i.e. an ad made to look like editorial material is that it is obvious; people buy newspapers and magazines for the articles, not the ads. But, like all dogma, aint necessarily so. For example, lots of people buy the Wednesday newspaper to get the supermarket coupons, buy the Friday or weekend newspaper to see the movie and nightclub ads. In analogy, people often go to national conventions more interested in the trade show than in the seminars, me included.
MY ADVICE: DONT STEP IN THE DOGMA

Anybody who has an ironclad rule about the most successful way to do something can be proven wrong. I constantly violate one of the most respected direct response copywriters rule about the number of words for a headline. The A-pile mail argument makes perfect sense, but I have beaten it in split-tests with teaser copy laden envelopes. Not often. But sometimes. To conclude that the advertorial is the ad format that will always get the highest readership is wrong. On the other hand, a lot of advertisers err in never using it in space as well as in direct-mail. I try to be careful about this; I know too much about what doesnt work. So, I try to be careful not to be dogmatic, or too quickly shut off a clients idea. Ill say: Ive never known x to work, and Ive certainly seen it not work, but lets explore it from several different directions, including..can it be easily and cheaply tested? Is there a more reliable approach that will do just as well? Is there enough benefit to balance the cost of experimenting? Etc.
THE CHALLENGE OF READERSHIP

Heres the key point to keep in mind, whether contemplating different ads or FSI or direct-mail formats, headlines, photos, grabbers, etc.: it cant sell if it isnt read. The Big Lesson is you have toWORK JUST AT GETTING IT READ. Not presume readership, which is what most people do. Way, way, way too much advertising and mail is produced with a presumption of readership. Actually, the opposite is the smarter approach; presuming every recipient will try NOT to read it. THE BEST WAY TO MAXIMIZE READERSHIP IS
.targeting. My message to market match principle. But when you cant target, when you must use mass media and fish from a very large lake, then you have to work even harder at getting people to bother reading your message.
Watching The Clock
The secret reason long copy usually out-sells brief copy, and lengthy sales letters out-sell short ones is simply time. The longer the prospect stays in my store. the more time he invests in my proposition, the more likely he is to buy. The best catalogs are designed to keep the person paging through them for the longest possible amount of time. The best stores keep customers in them for the longest period of time possible which the FAO Schwartz store in Vegas has tackled many different ways; three floors, slow escalators with brilliantly conceived signage that sells, the opportunity to buy 30-minute use cards to play all the games on the 3rd floor, the environment itself, a maze of specialty stores within the stores, salespeople who engage you (not clerks), even a soda fountain and sandwich/snack counter, so you need not leave for food. The best sales letters keep the reader reading for as long as possible. Its why we use multi-media: letter, CD or DVD --- it expands the amount of time the prospect invests with us. The best web sites are designed to involve the visitor and keep him there. Im amused when clients fall into the grip of competent technicians who are marketing nincompoops. The fools tell the clients that their sales videos should be no more than seven minutes long, audio CDs ten minutes at most. In one of my business fields, professional speakers are even fed this nonsense: keep your demo reel short. All the opposite of the ideal: find ways to create so much interest the person will stay with you, keep listening, keep watching, keep reading. The more time invested, more likely to buy. In good old fashioned nose to nose, toes to toes, mug to mug selling, first in peoples living rooms, then B2B, in offices, I quickly learned what many such sales warriors know: likelihood of closing goes up in 15-20 minute increments. If Im there for 2 hours, Im not twice as likely to close as if there for only 1 hour, Im three to four times more likely to close. Thats why the in-home guy selling pots n pans or encyclopedias, etc. unpacks and has stuff strewn all over the place; it expands the time hes there.
Of course, you can overstay welcome, unsell the made sale. In each selling situation --- on stage, face to face, in a tele-seminar, in print, online, etc. --there is a specific sweet spot where sales peak; stop short or go long, suffer. For my basic Magnetic Marketing speech, it was 90 minutes. I could get good results in as little as 70, up to 120. Less than 70 or more than 120, the sales drop off dramatically. But for the most part, most people stop way, way short of the point where maximum sales occur. There is link between time invested and likelihood of buying. The highest earning auto salesman Ive ever known always took prospects to his office first, for conversation; then out to look at cars; then to test drive; then back to the office. Why not right out to look at cars? 15 more minutes. Thats why. But what about. Todays shorter attention spans. Age differences younger buyers, shorter attention spans My customers different..hes very busy, wont read a book Blah, blah, blah. Look, all these things are real. Yes, today, everybodys busier, there are fewer readers and fewer people reading as a matter of course, younger buyers do have shorter attention spans. But the correct answer is not to sacrifice whats effective, not to merely surrender. The answer is to be more interesting and compelling. A few years ago, ABC-TV was in the dumper. Fourth of the four networks, no hits. And series TV had given way to modular TV. Shows like CSI, CSI Miami, CSI New York, CSI Poughkeepsie, LAW & ORDER, LAW & ORDER SVU, LAW & ORDER CI, LAW & ORDER PMS, etc. are all designed so you do NOT need to follow them week after week. The story line begins and ends in each show. Each episode is self-contained and free-standing. And because of their success (as well as, admittedly, higher syndication longevity and value), the prevailing viewpoint in network television was that episodic, serial shows were dead. ABC, desperate for a breakthrough, went contrarian and hits have emerged that are, in fact, serial: Desperate Housewives and Boston Legal, Sunday night winners. My point is simply this: its less about modular or serial, as it is about interesting and compelling. And purely in terms of sales effectiveness, whos evidencing greater power? --- the writers, actors, etc. behind a show so fascinating viewers calendar it and make a point of being home to watch each episode, or those whose viewers feel comfortable with missing an episode?
Sometimes we are legitimately constrained by weight for a direct-mail piece, or space in print advertising, the 28 minute limit for the infomercial. But more often, marketers unnecessarily imprison themselves, with self-imposed time limits far short of their real time limits for their sales presentation and the prospects buying experience. Sometimes we are legitimately constrained by very practical operational considerations. In my old seminar business, selling to chiropractors, dentists, podiatrists, optometrists and veterinarians, we found the 3 hour evening seminar far easier to get attendance for than the full day, and it allowed the speaker to travel each A.M., work every P.M., thus fitting five seminars and five cities into five days (vs. three in five if full days). So, essentially, operational considerations exerted control over sales considerations. But more often, operations controls sales when it shouldnt. The first, best way of thinking is to determine what situation will optimize sales, then try and figure out how to create that situation. More often, marketers decide on the situation that suits them or their employees or fits some industry norm, then try to create sales within its parameters. A mistake made at Caesars Palace: they built a gigantic, new 4,000 seat showroom for Celine Dion. Next to it, is a giant Celine Dion store of souvenirs, music, clothing, etc. But the people exit the showroom down steps next to the store. They should be forced to exit through the store. (Disney rides, like Tower Of Terror at Disney/MGM exit through the souvenir store.) This is minutes in a store, and minutes translate to money. You have to look carefully at how you manage your prospects or customers time. There is a three way linkage: Interest+Involvement+Time Classic involvement devices in direct-mail include the affix these stamps to the card Publishers Clearinghouse kind of mailing pieces. Opening sealed envelopes. Taking quizzes and tests. Even a trick used by Sugarman (and others): find the misspelled words, get the right count, win a prize. Some of these classics can move online or into other environments; some cant. In retail, such things as trying on clothes or test driving a car. Maytag is testing stores where you bring in laundry and do it there, or cook in the in-store kitchen. The retail chain (also with a store in the Forum Shops) that gets this done through demonstration is Houdinis Magic Shop. On my team, EVERYBODY made a purchase there and they held us for about 30 minutes. Including the red room/blue room gambit: buy now, well take you behind the curtain, in the back room and teach you to do the trick. In-home party plan selling is making a huge comeback. Heres why Ive always liked it: every single person who takes the time to go to an in-home party, goes intending to buy something and does buy something; coming home empty-
handed would seem like a waste of time! But instead of a quick walk-through of a store, the person is kept for two hours. Most buy multiples, spend more than they intended because of the two hours. And the involvement: interaction with the salesperson and other customers, demonstration, looking through catalogs together involvement. For the party plan business, INVOLVEMENT + TIME equals sales. So, things to think about How can you get your prospect more invested in getting ready to buy from you and in selling himself, so the sale is more automatic, the customer will buy more, will pay more? How can you get your prospect to invest more time reading, listening, watching, visiting? How can you actively involve your prospect? How can you create a buying experience?
Can You Handle The Truth? Will You Tell The Truth?
We are very, very sloppy with language. Consider the word cant. People use it often, casually, and, mostly, inaccurately. As in: I just cant seem to lose weight. Actually, barring a genuine medical disorder, the odds against somewhere in the 25,000 to 1 range, anybody can, in fact, lose weight. Theres no mystery to it whatsoever. Reduce calorie, fat, and empty carb intake, add exercise. The accurate word replacing cant here would bechoose. I just seem to choose not to lose weight. I choose to remain fat, ugly, unhealthy. Im not a theologian, but I recall one of those bothersome commandments brought down from the mountain having to do with not lying. I know a lot of people who profess belief in those ten, yet lie like dogs daily to themselves. Youd think we could at least manage some private honesty with self. In my businesses publishing, consulting, coaching, training quite a few people excuse themselves from doing the things necessary to be successful. In 30 years, I imagine Ive heard every excuse. Most quitters arent very imaginative, so even the 30 year list is short. Theres the old story of the guy asking his neighbor to borrow his tractor. His neighbor says: Cant let ya. Theres a horrible drought in Kansas. The puzzled guy says, a little irritated, Were in Iowa. What the heck does the drought in Kansas have to do with me using your tractor? And the farmer says: When a man doesnt want to lend out his tractor, one excuse is just as good as another. Whoever publishes the piece in which you find this series of Why People Fail articles is just like me and every coach, karate instructor, art teacher, personal trainer, business advisor; he, we, hear a lot of quitters excuses. One of the saddest is I cant afford it. My friend Jim Rohn, a world class success teacher, has famously said: Rich people have big libraries. Poor people have big TVs. Somebody visiting one of my homes said, It must be nice to be able to afford to buy and own all these books. (There are thousands.) I said, It is but a good number of them were bought when I couldnt afford them. They are cause, not effect. When Houdini moved from his country home to the city, it required five full-size moving vas just for his library of books about magic,
performance, psychology, salesmanship. He did not acquire his library after becoming Houdini. He acquired it in becoming Houdini. Personally, years back, I found it less harmful to not afford a meal than to not afford information. If you mean it as a drought in Kansas excuse to exit a place you decide you dont belong, a program for progress and success you refuse to stick to and apply yourself to, it really isnt necessary to fib to us or to yourself. Frankly, we dont care, and you do yourself no good with the dishonesty. If you sincerely believe you cant afford to acquire the information that leads so many to success, you might inspect what you do afford your daily Starbucks run, your cigarettes, your nights out with friends. Super entrepreneur Gene Simmons (KISS) wrote that anyone under 30 and not yet rich even thinking about taking a vacation should be shot. Anyone saying I cant afford it to the tools, support and direction needed to get to position where they no longer need proffer such sad excuse needs a good old fashioned, back out behind the barn butt-whipping. In my opinion. At least be honest. Look in the mirror and say: I choose not to afford it.
How To Get Rich In Un-Rich Times In the Renegade Millionaire System, I dispense this advice: #1: BE the Wizard, #2: BEWARE the Wizard. Wizards are very powerful, so it is better to be one than to be influenced by one. Everybody welcomes the convincing Mystic. People so desperately wish to Believe. That there is a long lost, ancient or a revolutionary new Something: cure, elixir, formula for easy riches or happy relationships or better sex or children that mind or growing 12 foot high tomato plants; a gizmo that turns corn into fuel or tree bark into gold doubloons; an Answer Man, Seer, Keeper of Secrets. And in dark times, this desire intensifies. In dark times even kings subjugate themselves to the Mystics which you know if youve studied history. People really dont want rational explanations for how you do what you do, they prefer Believing that you possess Mystical Powers and Magical Secrets that you will use for their benefit. To underestimate the power of secrets and secret powers is to ignore how humanity has been manipulated, controlled and ruled since its beginnings. In these times, you can rise to greater heights of influence and power than at any other time, by turning up the wattage on your mysticism. In the dark, you glow. Doesnt matter if you dispense investment advice or lawn care advice, are a dog whisperer or a presidential candidate, or a tax attorney or a mattress manufacturer now, more than ever, is the time to speak of secret techniques and magic ingredients and unique abilities. To offer absolute certainty in an uncertain world. To declare unique and profound importance. Im speaking now about how you present yourself to the world. If you sell a particular kind of mattress, you must present it as THE emphasis on key word: THE first, best, only magic, based on top secret technology invented for NASA and Olympic athletes that relieves all back pain, delivers 10,000 more REMs per night, lets cellular structure rejuvenate thus slowing aging, helps you lose weight while you sleep; is THE secret to eternal youth and vitality. It must be THE GREATEST discovery in medical science of this century. And you, as its spokesperson, must be the Grand Mystic of Sleep Science. You need an arsenal of Amazing Facts at your disposal. You need practiced language and Profound Statements. You must convincingly promise THE Cure. For whatever ails them, economically, emotionally, physically. To advance your education, I strongly suggest getting and reading the book CHARLATAN. It reads like a novel but is non-fiction. Not that you should be a charlatan; I presume you deliver legitimate value in whatever you sell or do. But that you should use the techniques of the master-charlatans of the ages. Nothing less will do.
When a group becomes lost and frightened in a dark cave, the man with the only flashlight automatically becomes their leader. Key word: only. Its time to present yourself as the person with THE ONLY flashlight.

What The Heck Is Happening With Ultimate Lead Generation Machine

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What The Heck Is Happening With Ultimate Lead Generation Machine

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The Ultimate Lead Generation Machine

The Narrow Path

Being About Something More Than Chicken

The Untold Stories

Mastering Your Inner Game

Self esteem Self image Self confidence Self discipline

On Achievement, Prosperity, and Envy

Gratitude As A Marketing Strategy

The Power of Mastery

The Truth about Quitting

The Secret of Getting Referrals

Test and Grow Rich

Seeing What No One Else Can See

The Salesman and the Bean Counter

Leading the Pack Even When Youre Out-Ranked and Out-Gunned

Success Secrets They Dont Want You To Know

5 UN-Creative Thoughts About

MY ADVICE: DONT STEP IN THE DOGMA

THE CHALLENGE OF READERSHIP

Watching The Clock

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