Seven-Fig ur e Acad emy:

I nsid er Secr ets Exclu sive To Th ose

Ear ning 7-F ig ur es O r M or e

Unveiling the seven steps and requirements in order to have seven figures is what these
notes are about.

7 Steps to 7 Figures
1. Believe You’re Worthy Of 7 Figures

2. Actually Be Worthy of 7 Figures – Based On Value

3. Create a Plan For Reaching 7 Figures

4. Make Sure Enough of The Right People Know You Exist

5. Actually Be Worthy of 7 Figures – Based On Work

6. Blow Past Those Who Would Stop You From Making 7 Figures

7. Get Out Of Your Own Way And Get Congruent With a 7 Figures Mindset

7 Requirements For Having 7 Figures

1. 7 Figure Status

2. 7 Figure Value

3. 7 Figure Visibility

4. 7 Figure Leverage

5. 7 Figure Productivity

6. 7 Figure Ability To Overcome Obstacles

7. 7 Figure Philosophy
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 7-FIGURE STATUS

Any audience you’ll ever put yourself in front of is ranking you in order of other people
they know of.

And this is why no matter how much you try you’ll never be free of being compared with
other people. Maybe you’re evolved and you don’t do this yourself, but you can rest
assured the market is doing it.

One of the easiest comparative lists to think of relative to business is the Forbes list
ranking people based on how much money people are making and then that whole
different list based on how influential people are.

And then you have the list for the sexiest man alive, conversations in bars about how
Lebron James is better than Michael Jordan, who the top rock guitarist is, who is better
when it comes to giving marketing advice – Dan Kennedy or Jay Abraham, etc.

We as a society are addicted to comparing. Your perfect prospects are pegging you on a
list relative to your industry all the time. This means you want to figure out how you can
use this to your advantage.

OFFICIAL
Think of how honored this word is in our society.

One thing to remember is that official recognition doesn’t always correlate to what is
accurate. One example of this is Academy awards given to movies that made no money
and that no one ever even heard of. That’s an example of an organizing body with all of
its biases deeming something worthy – NOT the marketplace.

We are trained to sort by who and what is ranked.

And people will heed to rankings they don’t even know of just because they’re placed
before them. One example of this is the car companies that flaunt their “JD Power”
rankings. Hardly anyone knows all the qualifications for getting a high JD Power
ranking and they don’t care because IT LOOKS AND SOUNDS OFFICIAL. People are
blind to the fact that JD Power is in the business of selling awards to car companies.

RENOWN
You can be ranked #1 on a list, but if nobody but the organizing body who put the list
together knows about it, this ranking isn’t doing you too much good.

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You want to be known and then you want to be known for
something and being known to the perfect whom is where
the big money resides.
Not being known at all is the worst situation but being known by the right people, for
the wrong thing, is almost as bad as not being known at all.

Donald Trump is in the business, not of real estate, but in being Trump. He’s very good
at this. He’s very good at finding places to be heard and giving polarizing opinions that
stir up a shit storm.

David Ogilvy, the famed ad man, was brilliant at advertising Ogilvy. Ogilvy is another
example of someone not being in the business everyone assumes they are but rather
from being in the business of being Ogilvy.

Dan concedes that Trump and when he was alive, Ogilvy, were in the same business as
the world renown circus promoter Barnum or any of the wrestlers of yesterday and
today who promote themselves loudly.

He has found that a TRANSCENDING FACTOR that most people who break through to
seven figures is that they are as much in the business of being themselves as they are in
the business they’re officially getting taxed by the government for.

And most people are squeamish about doing this at the extreme level
required to attract an extreme income. They acknowledge they need to
promote themselves but they do it in a pussy way because they don’t believe
in themselves and stand for something at the 100% level.

Gary Halbert will go down in history as being one of the best copywriters who ever lived.

Yet, when he hosted one of his $7,000 dollar seminars that consisted of nothing but
three days of people coming on stage and doing hot seats (each member of the audience
posing a question about a challenge they’re having to him and panel of experts on stage
with him, Dan being one of them) one person asked him for help on becoming a famous
copywriter and he didn’t give him any advice at all. He actually told the guy to get off the
stage and to go sit down. And then when the guy did so, he said . . .

“I’m the last guy to ask for advice on how to have a

successful copywriting business. I’m not in the copywriting
business. I’m in the self-aggrandizement business.”
And then he went on to the next hot seat.

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Do you see the brilliance in that response? That answer was worth the
$7,000 dollars the guy paid to ask Gary the question if the guy could allow
himself to get this lesson. But he probably didn’t and sat there all butt hurt
about only getting a three sentence response to his question.

For Dan, this was one of the few accidental gems he gained from Gary Halbert and I say
accidental because Gary didn’t even intend this be a teaching point like Dan is here.
That’s just what came out of his mouth.

The difference between the copywriter who gets $100,000 for a project and the
copywriter who gets $1,000 for a project isn’t copywriting capability. It’s the business
the person feels that they are in.

Being in the business of “YOU” is a direct contributing

factor to you making more money than 99% of all your
competitors.
Big money flows to people who have the highest status.

Most people stay trapped in seeing themselves as the house painter, the landscaper, the
accountant, the chef, etc. and when they ditch this thinking and take on the identity of
being the marketer of house painting, landscaping, accounting, cooking, etc. they can
move lights beyond the people who don’t.

But being the “Marketer” of your thing as opposed to the “Doer” of your
thing can only carry you so far because you’re still focused on the
deliverable rather than on the skill set that offers the greatest leverage –
marketing YOU in a way that enhances your status in the eyes of your
perfect prospect.

All of the other ways of differentiating yourself are becoming less and less effective in
this day and age where visibility potential is HIGH and if you aren’t seen as awesome in
tons of people’s eyes, you must not be worthy of the seven figure real deal Holyfield
worship.

It does not matter whether or not you’re comfortable with shining the spot light on
yourself. Not if you want to bust out of the pack and put yourself ahead of 95% of the
competition.

This is similar to how the health of your body doesn’t care whether or not you like
nourishing foods, water, exercise and thoughts. It doesn’t give a shit whether you like
taking care of yourself or not. It delivers painful results if you don’t play the game
according to its rules, regardless of your preference.

Same goes with your business.

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Most people are WAY too shy about making their business about them and the health of
their income and their business pays for it.

How Do You Tell The Story Of You?

Celebrities spend their whole life fielding questions about themselves and the reasons
they do, or have done the things they’ve done. Their answers to these questions, the
stories they tell, are a direct contributing factor to where they are on the ranking list of
their fans.

The sign of a great AND famous actor is their ability to market a

movie/show in all the places they put themselves in – private and public.

The people’s stories and answers behind every conceivable question they can be asked
have to be polished and practiced and purposeful if they want to be worshipful in the
eyes of the person asking the question and the audience hearing the answers.

Most people sleep walk through the questions asked of them by people they interact
with like, “Why are you in the business you’re in?” “How’d you meet your wife?” “What
got you into the business you’re in?” etc.

If you’re a sharp business owner, you’re probably aware of the necessity to wow people
but you’re not taking this as seriously as the person on the 100 highest paid Forbes
Celebrity list and this contributes to you not being on that list.

The smart people who have the spot light on them are highly aware of their need to have
interesting answers to the most common questions they’ll be asked. They know they’re
in the business of marketing themselves and so they’ll work on this aspect of themselves.

Why Wait To Conduct Yourself As A Bad Ass?

It is revealed in the biography, “The King Of Madison Avenue” that David Ogilvy had the
balls to “affect a full-length flowing black cape with a scarlet lining”.

Most people might reach this level of courage AFTER they’ve been anointed by others as
being awesome. David, as a young punk upstart understood that you get to the status of
Bad Ass by believing in yourself more than other people do and putting this belief on
display for all to see . . . with a flowing cape.

I. ABSOLUTELY. LOVE. THS!

Again, Dan refers to another accidental gem he got from Gary Halbert.

At another one of his $7,000 per person seminars, 25 years ago which with adjusted
inflation makes this something like a $20,000 seminar in today’s money, he walked out

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on stage, unshaven, wearing sneakers, shorts, a mesh see through t-shirt, and baseball
cap that had “Clients Suck” embroidered on it.

This was Gary’s cape.

The famed Robert Wagner, who Dan worked before on an infomercial is someone who
believes he’s in the business of being Robert Wagner. This guy, who hasn’t acted in
forever, commands $100,000 dollars for a day’s worth of his time. This could be
someone who wants him on a set for the day or someone who wants to spend the day
golfing with him. Doesn’t matter.

This guy has perfected what he calls, “My Movie Star Entrance”. Dan noticed that
Wagner had a rehearsed way of entering the room and did every movement just so and
asked him about out it and Robert told him that he has polished the way he walks into a
room.

He did this because he knows people would be disappointed if they didn’t get “the movie
star entrance” and he just bumbled through the door the same way Joe Six Pack who
was painting the set did. He also has a TV uniform.

He has poured thought and calculated the effect he wanted to have.

“If you can’t advertise yourself, what hope do you

have of advertising anything else?”
David Ogilvy
There’s almost nothing you can provide, service or information wise that truly warrants
being paid more than a million-dollars a year for.

Of course you can justify it and extol perceived value but in reality, there’s someone,
somewhere who will provide just as good or maybe even better service, for FAR LESS
MONEY.

This is why rationality must be ignored here. Raking in fees high enough to warrant
making over a million dollars is beyond rational but that doesn’t mean it’s not possible.

Dan talks about having a client come to him to have him put together a
marketing/copywriting campaign for him. The fee for this is $110,000 dollars and
points on the gross sales. Dan admits that there are at least 10 other copywriters he
knows of who could competently do the same work he’s going to do, at a comparable
level of effectiveness, for $35,000 dollars and get profitable results he was happy with.

So why would the guy pay $110,000 dollars instead $35,000 dollars?

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Dan only wants to spend 20% of his time working on copywriting projects and yet he
wants to make a $1 million dollars a year doing so, so this is why he’s set his fee at the
level he has. There is no rational ROI to the client connection that he’s built into his fees.

Dan bases his fee purely on how much he wants to make and how many projects he
wants to work on for the year.

And the big question is, “How do you find the people that will make it
possible for you to reach your income goal?”

The idea you have that a product, service or deliverable and price or fee have to coincide
directly with each other is something you have to accept have NOTHING to do with each
other.

And if you aspire for the throne in your niche what will help you to do this is accepting
that the elite in any profession are in the business of marketing themselves.

Strategies For Being In The Business Of Marketing

YOU
1. Self-Proclamation
This means you don’t sit on your ass or get in line waiting for some institution or
organizing body to authorize, appoint, or in any other way, shape or form, tell you you’re
a somebody and that you now have permission to do what you want and to make money.

People don’t get to the top of their field waiting around with their dick in their hand.
That’s way too limiting and way too slow. People who are average or poor play this
game.

2. Self-Aggrandizement
Most people are way too shy about beating on their chest for all kinds of dumb reasons –
most of them having to with emotional garbage dumped in their head by parents,
preachers, professors and politicians.

3. Specialization
The fewer people you compete with, the fewer people you can be compared with.

If you play in a narrow space – Interior Designer For Beach Front Mansions – there will
be fewer people to compete against, and for customers to price shop against or compare
to.

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You want to be the big fish in a small pond.
Ideally, you want to put yourself in a category of one and be known as the first there. It
is far easier to become a celebrity in a narrow niche than it is a broad one like “Interior
Designers”.

4. Be Visible Somewhere Useful

For most people, being seen just for the sake of being seen isn’t particularly useful and
in the worst case scenario is a waste of time.

There are two groups of people: One that is open to giving you money; one that is never
going to give you money. Being in front of people who will never give you money is never
a good idea.

So you want to focus on being seen in the right place.

5. Who You’re Connected To

More to come later on this.

6. Dramatic Demonstration
Dan Kennedy recommends that anyone who is interested in the topic of becoming a
master of marketing themselves get a hold of the biography of Harry Houdini called

“The Secret Life Of Harry Houdini: The Making of America’s First Superhero”

I can attest to this being an intriguing story and being highly relevant to this topic as I
listened to the audio version of the book.

Houdini is world famous to this day based on the fact that he was a master of
demonstrating expertise in front of an audience.

Harry Houdini was making millions with demonstration during a time when
there was no YouTube. He did it with just the tiny audiences who could get to his shows
and see him in person or read about him in the newspaper.

The demonstration that put him on the map was by going to the police station, having
them put him in cuffs inside a jail cell and then getting out of the cuffs AND out of the
cell with MAGIC.

This was an environment he could shine in and that he controlled – he had

his escape perfected – and was easily leveraged because all the press wanted to have a
story about a man who could make a fool out of the police in a dramatic fashion.

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Jack LaLanne used to put on the strongman feet of swimming from San
Francisco bay out to Alcatraz and back. He was all about dramatic demonstration.

The dramatic demonstration Tony Robbins’ used to take the market by storm
was showing the world that within 5 hours of learning at his hand, you’d be able to
control your mind at such a high level that you could get yourself to walk over hot coals
without getting burned. THIS is far beyond everyone else’s dramatic demonstration here
because the dramatic demonstration went beyond him and extended to YOU being the
super human.

Bob Allen’s dramatic demonstration revolved around him being dropped in any
city and being able to pick people out of the homeless shelter and within days have them
buying property with no money down as a result of this, end up with a source of positive
cash flow.

If your business involves people coming to you – tiny office or huge, small event or huge
– you’ve got to check out High Point University. Dan says that if Disney
did college, this would be the way they would do it. He says that from beginning to end,
it is a dramatic demonstration. As a result of this, Dan believes that almost no selling
has to be done because once the right parent experiences the demonstration; they will
kill to get their kid in there.

Joe Polish’s way of crushing it in the carpet cleaning market with a dramatic
demonstration was with his Carpet Cleaning Audit. Diagnosis is nothing but a form of
dramatic demonstration.

A chiropractor’s dramatic demonstration is a world class report of findings –

you know, when they look at the X-Ray with you and point out how your spine is going
to fall out of your body if you don’t if you don’t start a course of treatment with them.
The diagnosis is a chiropractors best shot at demonstrating he’s a wizard or not.

If Dan Kennedy were fishing for clients, his best possible dramatic
demonstration at a seminar is hot seats – NOT presenting information. Working
without a net and actually solving people’s problems on the fly and having them AND
members of the audience come away from your 15-30 minute discussion with a
breakthrough is priceless. This is the equivalent of Houdini breaking out of the
handcuffs and the jail cell.

One way Dan does this at his Super Conference is at the beginning of the event, he asks
people to stand up who aren’t from the U.S. – What does this demonstrate? That he is
world famous and that people are willing to spend money and time crossing oceans to
learn from him. HUGE.

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Another thing he does is ask people to stand that have been buying from him for 3, 5, 10,
15 years or longer. Again, this is a demonstration that he has the ability to consistently
fascinate and keep his edge sharp AND that this ain’t his first rodeo – he’s been wowing
audiences with his products and seminars for years now.

One more thing he does is have people raise their hand that have spent more than
$10,000 - $25,000 - $50,000 - $100,000 dollars with him. This is a marvelous
demonstration that shows people are getting value from what he sells to them.

What’s important to know is that Dan KNOWS the outcome of asking these
questions before he asks the questions. He has checked the attendees
enrollment forms so in essence it’s a rigged tactic – not one based on hope.

These demonstrations are INCREDIBLY important for the people who are new to Dan
and they’ve only known of him for less than a year.

One thing Dan pointed out is that if you have any hobbies that demonstrate admirable
values, you want to make sure people know about them. One of his clients is a super star
salesman in the home improvement industry. He is a race car driver and he mentions
this at the END of his promotional DVD. Dan thinks this is stupid because you especially
want this audience of aspiring sales professionals to see that you’re a cool, courageous
AND interesting person. Never undermine your audience’s needs to find you to be an
interesting person.

Quickly, a few other dramatic demonstration examples Dan breezed over but were on
the slides were “Being presented as an expert/speaker/presenter in front of the right
audience, having a famous client – Bruce Cutler becoming famous himself as the result
of defending John Gotti, and Borrowing celebrity as does Pro-Activ acne glop when they
buy Justin Bieber to be featured on their infomercial.

So you need to ask yourself if you’re not taking advantage of any demonstrations you
could be using (the more the better) because this is something that is common in people
who command a position of high status in their kingdom.

Pure Illusion
You have to feel okay with rigging your dramatic demonstrations to a certain extent
(know the results are going to be in your favor so as to not look like a dumb ass).

Tony Robbins wouldn’t have people doing the fire walk if it were risky – Houdini
wouldn’t just walk into a completely foreign escape attempt that some stranger had set
up for him – Dan wouldn’t ask people to stand up if he didn’t already know an
impressive enough number of people would be doing so if asked.

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Thomas Edison is famous for being a magnificent inventor but what he was best at was
raising money to fund his projects that would allow him to hire other inventors to do the
work for him and cover the other expenses involved with conducting experiments.

Something like 8 out of 10 times, the investor never saw any money come
back to them. Almost no one acknowledges that he was incredibly
unsuccessful because the homeruns he took credit for were so amazing.

“Thomas Edison’s successes had far less to do with his

genius as an inventor than with his complete fearlessness
toward failure or criticism . . . and his contempt for others’
small thoughts and uninformed opinions.”

Charles F. Kettering
Edison would do dramatic demonstrations with projects he knew where going nowhere
and then spend the money he raised on projects that actually had the promise of making
a dent in the world.

One thing to keep in mind is that more often than not, all the magnificent industry
leaders who wow the world or their industry have some level of illusion working on their
behalf.

Trump operates under the illusion that he’s in the real estate business when really, he’s
in the business of licensing his name to properties and taking points off the top and
having minimal risk in the process.

You might be surprised to see how many people of high status have their identity tied to
illusion. This is telling you that there is a certain level of necessity connected with being
a high status person.

7. Dominating a Media

More on this to come.

To Sum This Up:

Exploiting Status Is More Important Than Having Talent
You having a seven-figure income has little to do with your talent, your abilities, your
expertise or what you deliver than it will with your ability and willingness to exploit your
high status.

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This really bugs people who believe themselves to be talented i.e. true professionals.
These people are often pissed off with how little money they’re making because they
think their talent is supposed to be their ticket to being a jillionaire.

One of the commonalities of the people making the most money in an industry is that
the people, who believe themselves to be the most talented, hate the people making the
most money because they believe they have little to no actual talent.

Talent has less to do with mega-success than does the willingness to exploit status. This
idea is repugnant to talented professionals and this is why a lot of them stay and broke
and bitter. They get in their own way.

Kennedy doesn’t believe he has talent but he believes he has highly developed skills.
These skills pay the bills.

Exploiting Status Is More Important Than Having A Degree

Professionals who are degreed and are making no money LOVE, LOVE, LOVE to beat up
on un-degreed professionals who are making a TON of money. This imbalance in the
universe bugs the hell out of them.

Exploiting Status Is Even More Important Than Your

Deliverables
This bugs the hell out of people making no money as well because the deliverable is
supposed to reign supreme.

Over-investing money and time in deliverables reduces time and money that can be
spent on being the celebrity that attracts top dollar. There’s only so much money and
time to go around.

Dan talks about how if he worked on book for three months more, he could definitely
make it better but it the work and time he put into making it better wouldn’t lead to any
more sales being made than had he finished it three months earlier.

A lot of stuff is sold to people based on the idea of making a deliverable better. Why?
Because it’s far easier to make a sale on the idea of “creating better videos, salesletters,
websites, etc.” than it is making the sale on the idea of “improving how you market
yourself”.

It’s easy to get speakers to pay to be in a room where the topic of the
seminar is “How To Be a Better Speaker”. It’s about a thousand times
harder to get them to pay to be in a room where the topic of the seminar is
“How To Get More Speaking Gigs”. But the truth is, the highest paid

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speakers are not the best speakers but rather they’re the best at exploiting
their worshipful status.

Not a truth people like to face.

If deliverables were the passport to big money, Dan should have never been featured on
the SUCCESS TOUR ahead of at least 30 other speakers who could speak better than he
could. But they aren’t and when you get this, you can make a radical shift forward.

Architects of Their Own Status

Dan cites in a previous course, and this one as well, a man by the name of Jay J. Armes
– The World’s Greatest Private Detective according to Jay. His true last name is Armas
but as a thirteen year old kid he blew off both of his hands being an idiot, leaving him
with two hooks for hands and so maybe with some irony and some wanting to make his
last name roll off the English speaking tongue easier, he changed his name.

He became famous after being involved in helping crack the Marlon Brando kidnapping
case. This lead to him claiming to be the world’s most EXPENSIVE private investigator
as his retainer started at $100,000 dollars and you had to put the $100,000 on the desk
before you could even talk to him.

Dan made a note too himself about this when he read it in 1976 and he has
never forgotten it.

When you read the book you’ll find all kinds of contrary things he does that are beyond
the “NORMAL” way P.I.’s do business – dramatic demonstration, controlling the selling
environment – what people saw when they showed up at the office, guaranteeing
results, charging the highest fees, connecting himself to celebrities, etc.

Dan believes there’s a ton to be learned from his story and it’s interesting that he
actually started a second information marketing business teaching people how to be
private investigators.

Not enough people give enough thought to what a prospect sees, hears, feels, and smells
when they walk into their office.

What Happens When You Pay Dan For A Day Of

Consulting?
When people pay Dan for a $18,800 dollar day of consultation, they come to him, he
doesn’t go to them. He feels it’s a major disadvantage to the consultant to go to the
client.

When they show up, they see his very average looking house. You paid him a
$18,000 dollars or so to be with him for the day and you know other people are doing so

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and this on top of him selling all kinds of products and information and seminars as well
as his copywriting projects where the fees are making him a million dollars plus a year.

So what message does showing up at an average looking

house tell you?
Well, one thing it could communicate is that he’ s not trying to put on a show for people
to prove he makes lots of money and that he’s responsible with his cash and lives well
within his means. Communicating that you’re a self-assured and responsible person to
people is huge.

Another thing he makes sure you see when you come into his work environment is a
long conference table covered with work stuff spread around for projects he’s
working on. This is evidence that he is in demand and stuff is going on. This helps
convey that other people are paying his $100,000 copywriting fee.

What he likes to have happen when a new person comes to consult with him is for at the
end of the day, they’ve agreed on a project to begin working on together and the client
gives him a ton of money. That’s the outcome. That’s what’s supposed to happen.

His vast library and all the piles of books he has around convey that this guy has some
depth to him. This is the disadvantage of converting to reading digitally as I have. I have
a shit-ton of books and I’m studying my ass off but for a couple of years now I haven’t
been buying print books as religiously as I have and so the physical library growth has
shuddered to a halt. Books en masse are a fantastic visual!

He has interesting artifacts lying around from trips and gifts clients have given him
that all have interesting stories behind them.

The horse racing pictures are his way of showing off. Maybe you don’t know, but
owning horses ain’t cheap. This evidence along with going out to the barn and seeing his
horses is his equivalent of the mansion. Every high earner puts his wealth on display
somehow and this is Dan’s success indicator. It doesn’t matter how you do this, but
you’ve gotta know that it’s useful to do have it seen by your clients and prospective
clients. Another side benefit of showing you have rich taste is that it desensitizes them
from sticker shock – if they see clients are supporting you in a lavish manner, they can’t
expect that you’re the place to come for cheap work. People like to give money to people
who make a shit-ton of money (a person they can see a lot of other people have given
money to as well) and they shy away from giving money to people who don’t make a
whole lot of money. THIS is nothing more than an extension of people wanting to go eat
at the busy popular restaurant more than they do the unpopular dead restaurant and is
an important fact to remember about how money flows.

His wealth of examples of great marketing/copy pieces that he’s collected over
his lifetime and stored as reference material is all stored in his office.

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If he goes to your place he doesn’t have access to it if during the conversation, it occurs
to him to show you something that applies directly to your situation. So, if during your
time with him it dawns on him there’s something you should see, he goes into the
backroom and leaves you to look at books or wherever while he goes on the hunt for the
resource and then emerges with it. This makes a better impression than if he’d thought
about things he wanted to show you before you came, went and found them and had
them ready to go when you guys met.

No interruptions occur when you’re consulting with him. This is probably the most
important impression he wants to make because it reinforces that he walks his talk of
not letting himself be interrupted while working AND he shows the person he’s working
with that it IS possible.

Dan leaves un-cashed client checks lying on his conference table, sometimes on piles
of work to remind him to get to work. He cashes checks a couple times a month and so
sometimes people show up and there’s all $50,000 dollars lying on the table that
might’ve been sitting there for ten days. This is just another reminder that you’re not the
only one paying Dan and that you’re in the hands of someone who isn’t desperate to get
your money. It’s important to remember that it’s easier to get money from people who
know you don’t need their money than it is to get money from people who know you
need their money.

This whole process is orchestrated much like Robert Wagner’s Movie Star Entrance.

NEVER DO ANY KIND OF DEMONSTRATION WHERE

YOU’RE NOT SURE OF A FAVORABLE OUTCOME –
WHERE YOU’RE GUESSING AND RISKING IT FAILING
MISERABLY OR FALLING FLAT!

Individuals To Study

Psychics
John Edward, the former television psychic performer kicks everyone’s ass in Atlantic
City.

He’s able to fill Trump Plaza’s arena and the tickets for the show sell for as high as $900
dollars. TV has allowed this person with pretty much no talent and only the skill of
executing cold reads at a level that impresses his audience.

John Edward is able to get 3,000 people to pay $300-$900 per person to pack into an
arena and experience what is essentially fraud. There is no deliverable. All of his income
is the result of status.

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You want to study any and all ads that sell the incredulous because all the strategies
used in those ads to sell that stuff, when applied to something credible, work EVEN
BETTER. The same thing applies to building up your status in the eyes of
your market.

What John is capable of doing to get people clinging to him is impressive and should not
be scorned, less you miss out on any lessons you can transfer directly to your business
which offers something genuinely useful to people.

Televangelists
At this time this seminar was recorded, Pastor Dollar of the World Changers Church was
the hottest televangelist on the scene and that year, they’d pulled in $80 million dollars.

There’s no product. No deliverable.

One of the commonalities of high income earners is that they are usually appalling to the
majority of people. Psychologists are appalled by Tony Robbins. Wharton Business
School Graduates are appalled by Dan Kennedy.

Here is an article that The New Yorker did on him that Dan highly recommends reading.

Real Estate’s Finest

Dolly Lenz is according to Dan, the most successful real estate agent EVER. She sold $7
BILLION dollars of real estate - $748 million in 2007 alone.

The Most Famous Stunt Man Ever

Evel Knievel has hauled in a TON of money over the DECADES for strategically putting
his life on line and wrecked more than he succeeded. There’s a huge lesson here in that
he became wildly wealthy being UNSUCCESSFUL at what was supposed to the one
thing he was “talented” at.

The Most Famous Non-Animal Circus Ever

Cirque du Soleil’s co-founder Guy Laliberté has some important lessons on being an
entrepreneur to impart onto you.

The Most Famous Wrestling Promoter Ever

Vince McMahon is responsible for turning a dying spectacle (soap opera wrestling) into
the billion dollar cash machine that it is now.

The Most Famous Swindler of Our Age

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When you think of Bernie Madoff, forget about what he did like you should with John
Edward, and look at the ingenuity behind what he did to keep this sham, separating
apparently smart people from their money, going for as long as he did. If you apply the
underlying strategies of people who scammed SMART people out of money to
something worthwhile and honest, you can hit a homerun. The strategic moves (one
being that people had to fight to give him money) that allowed millions of dollars to flow
to him are going to be incredibly valuable to him.

Can’t you go overboard talking about YOU? Isn’t good copy

all about the prospect?
Dan believes that while there is a problem with having too much of focus on You and not
enough on the experience the person is going to have with you, he feels that too many
ads across the board don’t have enough of You woven into them.

With “You” being the differentiator, You need to be in the ads in a way that help the
prospect see that it is a benefit to them to have found these things out about you. You
need to be in your advertising in ways that make your prospect want to be connected to
you.

A giant mistake, especially when selling to same people over and over again is NOT
telling your story over and over again. Even if someone knows your story, this doesn’t
mean they don’t need to hear it again. You get tired of telling the story and you think
your audience will think badly about you because you’re telling your story AGAIN but if
you’ve got a great story, THIS is one of the important reasons these people are attracted
to you and people won’t mind hearing their story again if it’s told well and an added
benefit is that with repetition, you help them remember so they can re-tell it to their
friends.

And the other thing to keep in mind is that if you’re okay with just making a decent
income and you don’t aspire to seven figures, you could ignore a lot of what you see.

Is there any market where this won’t work?

There are always segments of markets that are eager to be appalled. This means that a
minority will always be the opposite of appalled and end up being your raving fan best
supporters and buyers.

Dan appalled and offended 80-85% of people in the National Speakers Association. And
yet the 15-20% part of the association were on board with his renegade message and put
hundreds of thousands of dollars into his pockets over the years.

Dan doesn’t believe there is a market where everything you’re learning here won’t work.

What guidelines would you give for someone looking to

give themselves a title?
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There’s casual anointing and then there’s more specific narrowing what you want to be
known for. “Millionaire Maker” is broad – “King of Copy” is narrow.

All the people named above have carved a specific position for themselves.

The one thing you want to beware of is anointing yourself something too vague or too
cutesy. If you it doesn’t hammer into your perfect prospect what your specific position of
value is to them, ditch it.

People need an easy way to categorize you that is unique.

What do you think about the idea of going out on a

speaking tour in order to build up your status?
Bad idea unless it’s rigged to make sure you’re in front of full audiences.

Dan hates the idea of traveling to speak and so he believes that if he’s gonna do that, he
wants to get a big bang for his buck for doing so. I think this is good premise for anyone
to adopt.

This means serious thought needs to put into who needs to be in the room, how do you
make sure they’re showing up, if you’re going to be in small venues how do you make
that a GOOD thing where people feel special for being “allowed” in, and the big question
to ask is, “For the same amount of time and resources, is there a less manual labor
intensive way to have the same impact?”

Nothing is better than face-to-face contact with your perfect prospects but technology is
making it easier for the everyday guy to do this with a webinar or Skype for instance. So
if there’s a better, or just as good, way to have the same impact, for less money, go with
that.

A time-constrained launch where there’s a lot going on in a short period of time is highly
valid in this day and age. Ken Kragen, an old PR superstar who built the careers of
legends like Kenny Rogers and others wrote a book, Life Is a Contact Sport, and while
the media suggestions are outdated, the concepts in the book are something Dan highly
suggests paying attention to.

How Do You Not Attract People Who Are Desperate And

Seek You Out To Be Their Life Raft?
You have to watch who your message is speaking to.

Another thing to focus on is that if you’re too easily

accessible online (Facebook, email, Twitter, blog, etc.), this
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could lead to broke and desperate people reaching out to
you because it costs them nothing to do so.
The woman who asked this question made the observation that she was getting people
coming to her platinum group who were accountants and lived these secret side lives
where they rode Harleys and played the guitar. She told Dan she wants more of these
people coming to her.

If this is true for you as well, you may want to look to advertise in magazines that are
appealing to the people living the fantasy lives – motorcycle magazines, skydiver
magazines, guitar player magazines, etc.

And then on the flip side, you could advertise in the boring accountant magazines and
you can stand out with your pitch that is appealing to doing something exciting on the
side (Her business helps voice over talent market themselves).

This information she knows about people she’s actually attracted can lend to her pitch
calling out to people who like adventure and act young regardless of their age.

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 7-FIGURE VALUE

You need to disconnect value from the idea of being or getting better.

You can only create so much value from getting better at what you do. It doesn’t help
you anymore and in some instances trying to be better than everyone else hinders you.

You have to consider how your prospect appreciates value and leave your perspective
out of it.

Why is Disney better than Six Flags?

Disney has a long standing brand connected with making people feel warm fuzzy
feelings.

Disney gives you more bang for your buck with bragging rights.

Disney gives you better stories to take home with you.

The reason Six Flags will always lose to Disney for the battle for Theme Park Supremacy
is that they only compete on rides and rides alone. There is no experience at that park
outside of a speed induced adrenaline rush.

All of these “advantages” outside of the brand are subjective. Everything Disney does
can be adapted for use at Six Flags or any other business for that case. They are
manufacturing value out of things that are not intrinsic.

Dan’s old classic convertible Lincoln that some celebrity owned at one time is more
valuable to him than a new Lexus but for the non-collector, the opposite is probably
true. Value in this instance is personal; not intrinsic.

Most marketers narrowly focus on creating intrinsic value – how can we

increase the actual value of this thing – being open 24 hours a day, having live tech
support, better packaging, better videos, bundling in more components/bonuses to
provide bulk to the package, restaurants – surf and turf, bigger pizzas, more meat in the
taco, etc.

You want to be focused on having a different worth based

on people’s perceptions and disconnect from the
traditional industry norm practices of measuring value.
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Traditional Valuation Methods
Service professionals like to charge by the hour - This is the industry norm.

By bulk – 50% MORE

By basic functions – you can see this on display with infomercials selling vacuum
cleaners. They each tout why the other models functions are no good and why theirs are
better.

By comparison/competition – At one time having a coffee maker in your hotel

room was a special differentiator. Now even the dumps have a coffee maker in them
because people in the hotel business are copying each other. And because this value add
is easily copied, it was only special in the eyes of the market for a short time because
every hotel chain jumped on board with idea and quickly made it the norm for a hotel
room.

Seven figure earners figure out how to go beyond these norms by first altering their
perception of what value is and then getting into the head of their perfect prospect’s
unique way of deeming what they offer valuable – all the money is the intangible,
personal and unique.

You can only go so far with the intrinsic before you hit a wall because someone else will
make it better, sell it for less, etc.

What Value Do Clients Get From Dan’s Seven-Figure

Copywriting Business?
Intrinsic Elements

 Advice – This is something that can be measured and he likes to make sure
they’re not doing so by the minute, by the hour, by the quantity. He thinks it’s a
mistake when people selling coaching sell two different levels and one gives you
20 minute coaching calls and the higher level gives you 40 minute coaching calls.
A tactic like this is playing the “bulk” game.

 Work product

 Money in the bank as a result of using work product (only place that lends
itself to pricing elasticity because he can tie compensation to results). One
problem that comes up here is if the client doesn’t hold up their end of the deal.

21
Beyond Intrinsic Elements That Are Intangible, Personal and Unique
(I.P.U.)

 Pride in having been accepted by Dan as a client

 Pride in having insider access to Dan, his resources and his

connections now

 Pride in having access to something not everyone else does

 Bragging rights based on joining the $100,000 dollar club

 Curiosity itch about what it’s like to be an insider scratched

 Confidence in what they’re rolling out because it’s “Kennedy

Approved”

 Encouragement to get off their ass and make something happen

 Experiences

 Kennedy stories to tell to Kennedy fans and clients/customers

You don’t get all this from scraping the bottom of the barrel on elance.

Disney has transcended competing solely on “the coolest rides” by weaving elements of
all these into their business and this keeps them making more money than anyone else
in the theme park business.

And it’s no surprise that as the result of Dan weaving these elements into his business,
he probably makes more money than 95% of all marketing consultants you know off.

All of these elements increase interest, demand and the fee he can ask for.

The people who earn 7-figures believe intangible, personal

and unique elements of value are just as important if not
more important than intrinsic elements.
Dan talks about the real value in him having Gene Simmons come to his super
conference had less to do with any killer entrepreneur insights he could pass on to the
audience and more to do with giving the audience and awesome I.P.U. experience.

He trusts that if Gene didn’t offer any entrepreneurial wisdom at all, the audience
would’ve still have loved the experience of getting to see him up close, get things signed
by him and get their picture taken with him.

22
And this is bonus of bringing on celebrity speakers that give both kinds of value. It
ensures people find value one way or the other.

Kobe Bryant, the superstar Los Angeles Lakers basketball player, set up an alliance with
a watch company and these watches start at $60,000 dollars. The intrinsic value of a
watch is that it tells time and that it looks good. For $1,000 dollars you can get an
amazing watch that does both of those. So the extra $59,000 you’re paying to get a
“Black Mamba” watch is all attached to I.P.U. value – not intrinsic.

Value is value is value. One is not more valuable than the other.

How Can One Carpet Company Charge 2-5 Times As Much

For The Same Service?
Say you’ve got two carpet cleaning businesses.

Carpet cleaning company A comes to your house, you leave for three hours and you
come back and now you’ve got immaculately cleaned carpets.

Carpet cleaning company B has what they call a “Diagnostic Technician” show up to
walk over all your carpet with you figuring out with his tools where stains are how they
need to be treated and marking all the problem spots and they take pictures of the
carpet as it is now. They then have the cleaning technician come and he briefs them on
what cleaner to use on what, etc. You leave and come back 3 hours later and you’ve got
immaculately cleaned carpets. But you also get taken around with the before pictures of
your problem spots and shown what a big difference having these guys clean your stuff
has made.

The outcome of both of these experiences is having your carpets clean in three hours.
Which experience has more intrinsic value? Neither. But there is an I.P.U. value
difference for the consumer. A happier consumer who feels even better about spending
the money IS value. And this is REAL value.

Think about this in the context of selling an audio course. Once upon a time
Nightingale-Conant had the market brain washed into believing you couldn’t sell a six-
tape course for more than $70 bucks.

This was pure intrinsic value thinking – just barely trying to cover your costs.

But the idea of tapping into the rage and resentment a business owner
would have at the idea that employees and delivery men are responsible for
¾’s of the theft in their businesses – not the shoplifters like most people
assume - this is where you can make price objections disappear when you’re
providing the solution that leads to them having peace of mind.

23
When Dan was in this business, he got the guy to sell a single audio tape for $500 bucks.
The tape promised that they could hear it and within 10 minutes walk into their stores
and find who was stealing what and how much they were stealing.

Looking back, he thinks they could’ve sold this tape for $5,000 bucks. The intrinsic
value of the tape was irrelevant. Even quoting figures of how much they could start
saving was irrelevant. This was purely about justice being delivered to any son-of-a-
bitch you trusted that thought they could steal from you.

You want your business rooted in the deep desires and meanings of your perfect
prospects – not shallow ones. And you do this through being their champion. Rush
Limbaugh is getting 20 million people listening to him a week. New York Times only
gets 2 million people paying attention to them a week online and offline.

Why are people tuning into Rush? He’s preaching to the converted. He is enunciating
what these 20 million people already believe, sharpening their focus about what they
believe thus helping them express their beliefs to others better than they could on their
own.

And an interesting tidbit of knowledge is that Howard Stern – the shock jock making
fart jokes and penis jokes and everything else edgy – used to pull in similar numbers of
listeners.

So you address deep desires and meanings as a champion, as an expert or as a savior

coming to their rescue. You get to choose which position you’re most comfortable with
and then Kennedy says you want to embellish the hell out of it and make yourself bigger
than life.

This New Economy Demands Something Special Of

You
Why?

Because spending capacity has been genuinely reduced.

Because the golden days of using your house as an ATM and living on 140% of your
income are over to a great degree, this has affected people’s willingness to spend. We
now have a lot more thoughtful – not necessarily intelligent – spender. This means
people will get pickier about both kinds of intrinsic AND I.P.U. value when they spend.

All of this means you have evolve in how you go about earning money from our products
or services.

Warren Buffet, a master at choosing good businesses to buy, says,

24
“Good businesses are in some way reasonably sheltered
from competition. That gets to having what I call a
‘franchise’ of some sort.”
In essence, what Warren is speaking to is profound, clear, compelling and
sustainable differentiation.

The idea of putting a coffee maker is NOT a good example of sustainable differentiation.

What Is It That People Who Earn 7-Figures Actually

Get Paid For?
 7 figure earners are often supremely skilled or talented at one or
more things

 Extreme self confidence bordering the reckless end of the spectrum

 Feeling they are superior to others

Think about Disney calling their park “The Happiest Place on Earth”.

 World class ability to shamelessly and strategically self promote, sell,

and maneuver politically

If you can’t ram the fact that you are talented and skilled down people’s throat in one
way, shape, or form, no one is going to know that what you have to offer is even
available to buy. You have to have the willingness to put yourself out there.

 Being mentally tough - Insanely high tolerance for risk and pain

To get this level of income, you must welcome inconvenience and pain that would crush
a mere mortal.

Trump doesn’t get paid for his real estate acumen any more. He gets paid to be
everywhere doing things he doesn’t necessarily like doing, to be made fun of, to be
attacked as much as he is celebrated, etc. He is willing to shoulder this load that a wimp
could never handle and he gets paid in proportion to how well he carries it.

Another form of pain that a seven-figure dentist embraces is the pain of having to get
good at marketing and selling. Dental school only teaches dentists the skill of taking care
of teeth but if the dentist has nobody in the chair, they can’t be a profitable dentist, can
they? So even though their preference would be to only be locked away in a
room fixing dental problems, the seven-figure dentist learns to love doing
what they once hated – marketing and selling.

25
And also the seven figure earners are willing to deal with lawyers and the risk of being
sued while most people aren’t.

 Having foresight

 Resilience – managing the fact that 80% of what they do won’t work
out they way they want it to

 Developing a creative way to deliver value to a specific group of

people

Dan talks about having reached the pinnacle of the fees he can charge for his
copywriting services . . . unless he wants to include BIG direct marketing companies as
clients as opposed to the specific group he targets now.

He doesn’t want to do that.

He also doesn’t want to grow the business the other way by having 10 junior writers
beneath him pumping out work.

You have to consistently evaluate what you need to do and what you’d be willing to do
and what would make sense to do in order to deliver value in a creative way to a specific
group of people.

 Aggressive exploitation of opportunities

 The Primary Value They Provide - The ability to see projects through
to completion

Most people can’t get things done. Seven-figure earners do.

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 S E V E N - F I GUR E V I S I BI LIT Y

In Dan’s eyes, AUDIENCE IS EVERYTHING.

Most people are not nearly enough careful enough about where they’re seen, who they’re
appealing to, who they’re putting themselves in front of, and the market place they are
in.

Most people are in front of the wrong people for too long. This keeps them earning less
money than they’d like to be earning.

Two commonalities of an audience you want to be in front

of is an audience who is not only willing to give you sizable
sums of money but also has the ability to give you sizable
sums of money.
Certain clients can only afford to pay x.

So they may be the right person, chiropractors for instance, but if they can’t afford to
pay you the amount of money you’d like to make, you need to move on despite being
reluctant to do so because this space you’re in now is what you’re familiar and
comfortable with.

You need a realistic assessment of whether you’re in the right place or not.

When you find the right audience for you whose deal flow and transaction size makes it
possible for them to pay you what you want, you want extreme visibility with them to
the point of being omnipresent.

Universal Studios theme park doesn’t get this at all. How much Universal Studios stuff
is in your house? Probably nothing except some DVD’s which you really don’t even
associate to the theme park. Don’t be clueless like them.

This omnipresence factor extends to all markets. You just want to focus on making
things market appropriate. You do this in ways that helps them feel good about you but
you also do things to make them feel good about themselves.

Dan cited a man by the name of Pete Fernandez who used to run the Practice
Management Association or something like that for Chiropractors. He was basically an
information marketer to chiropractors and his high end package was $30,000 dollar
coaching practice.

27
If you know anything about Multi-Level marketing, you know the companies that are
making money and have been for decades now, like Mary Kay for example, do a great
job of making distributors feel good by bringing them to rallies and recognizing women
for even the smallest achievement.

Well, Pete carried this concept over to chiropractors and made it work like crazy. He
recognized people for small stuff and went so far as to have the top people be in a mock
kings round table and when someone was “Knighted” into the group he would have a
throne hauled up on stage and sit there with a sword and cape and he’d have people
kneel in front of him and knight people in front of the audience and people LOVED it.

You would think chiropractors would be too sophisticated to appreciate something like
this and brag about it and post the knighthood certificate on their wall, but you’d be
wrong.

It’s one thing to make people good about you but it’s a whole new level of influence you
gain when they feel you’re responsible for making them feel better about themselves and
they see reminder of it in their surroundings.

Factors For Seven Figure Visibility

 Geography

 Demographics

 Financial capacity

 Decision-making capacity

 Decision-making track record

 MINDSET

Visibility for visibility’s sake is no good unless you’re in a

big broad market. This means there’s some people you
want to be invisible to, or that you want to invest NONE of
your resources towards being in front of.
The question you need an answer to is what makes a perfect prospect for you?
Pre-screening and pre-qualifying is what allows you not waste time and money letting
just anybody with a pulse show up at your door.

Here’s an example to learn from . . .

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At the time this was recorded Dan’s day of consulting fee was $18,800 dollars. If people
can afford to pay that fee to show up but none of these days turn into people paying him
to work on a project for them, to do seven figures, he needs to give up 53 days of the year
meeting with clients.

But if 8 of them give him $50,000 dollar projects, he only needs to meet with 31 people
and if 12 people give him $50,000K the need goes down to meeting with only 21 people.

And if he can get 10 people to give him $100,000 dollars, the need to meet with people
almost drops to zero.

The only way he can go from 53 to 10 is by focusing on

meeting only with people who can and will and are highly
likely to write him a $100,000 check to do a project for
them.
Most people don’t focus on specificity and qualification.

They just focus on trying to keep themselves afloat with more volume. But if you focus
only the ideal perfect prospect who is suited to you, you’ll make a lot more money and
probably have a lot more fun making that money.

And who is suited perfectly to you has as much to do with their psychology as much as
any other factor you typically consider. This is two pronged. It has to do with the
person’s psychology about investing the $100K into marketing and how they resonate
with you.

When you figure out who your perfect prospect according to getting a
match on psychology, financial capability and decision-making ability, you
want to laser focus in on THAT person to the exclusion of anyone else.

Another lesson to be had from this event was that Dan had each of the attendees fill out
questionnaires. He knows what he’s looking for in clients and he knows his perfect
prospect so he was able to ask questions that reveal to him 2-3 people right there in the
audience who would be primed for giving him $100,000 dollars to work on a project.

Most people who host events don’t think to do this.

Most people just hope some personal consulting work comes out the back end of the
event.

They don’t think to get deeper intel on the people who were excited enough to give them
money or time to come see them AND then they don’t think to ask the right questions so
that they can spend extra time outside the event talking to these 2-3 people, OR do hot

29
seats on stage with these people in order to get them even more excited and interested in
working with Dan one-on-one. BIG LESSON HERE.

Make Yourself The Center Of The Right Universe

When you figure where you need to be, your perfect prospect has to be able to look in
every direction and see you. You want them to see you EVERYWHERE in the perfect
somewhere for you.

You want people in that space talking about you, you want to be in the media they read,
you want to be on the right radio/TV channels, etc.

Dan found that out of 56 people in the room for this event, NONE OF THEM came from
their direct marketing or advertising. That teach advertising and marketing and yet
none of these people came to him from their advertising or marketing. They ALL came
from a person who raved about Dan – Yanik Silver, Ali Brown, Ken McCarthy, Gary
Halbert, John Alanis, Matt Furey, etc.

And another commonality is that there was NO 95/5 source.

The numbers were all pretty even – 1-3 from each person. Dan admits this isn’t his
preference. He’s rather see the 95/5 where 40 of the people came to him from Ali Brown
or wherever so it’d make it easier for him to target that group.

Getting just 1 person from a Perry Marshall or a Debbie Allen warrants Dan doing a
teleseminar to their audience. He has come to the realization that he needs to
get a lot of 1’s if he’s going to have a seven-figure business.

He recognizes he’s got to be willing to feed Dan to a wide array of people so that they can
feed Dan to their following. Part of this involves feeding these influencers content. He
knows all influencers love good content that they didn’t have to create themselves.

So Dan talks of how he’s got a few hundred influencers who parade him in front of their
customers and rave about what a genius he is. He’s found that his best customers swim
upstream and go directly to the source and seek him out.

Look at this . . .
Each of these 56 people on this list have somewhere around a $20,000 Lifetime Value
per person to Dan. That’s nothing to scoff at. And this list of people is stitched together
from all over the information marketing landscape.

One might interpret from this that Dan Kennedy, in his words, “has a really shitty
marketing and advertising system” because their marketing isn’t bringing in the really
good customers like the people in the room, none of which came directly from their
advertising or marketing.

30
But another perspective to take on is that this SAME phenomenon happens with
anyone who is bringing in seven-figures like he is. Almost no one finds 1-3 lakes where
they can endlessly fish out of and become rich doing so. A commonality to a seven-figure
income is a lot of trickles that pour in that make up the body of wealth.

So, you might come to the conclusion that you want to put yourself in this SAME
position – people swimming upstream to find you.

The question you ask, for instance if you’re in the exercise market, how do
you get all the other fitness experts sending people upstream to you –
directly or indirectly?

How do you get other businesses with your perfect

prospects sending these people to you?
This allows people to self-select rather than you having to sort and sift yourself which is
the most expensive and frustrating way to get customers.

One flaw with this strategy is that relationships ebb and flow and come and go. And
this is why you want a lot of sources trickling in rather than a few. And then
you focus on doing what you can to get the most out of each stream.

So where are your perfect prospects and is there the opportunity there to get people
moving upstream to you from others?

Sources Of Upstream Leverage

Giving Away Content
Providing content for people is a huge source of leverage because not too many people
are good at consistently providing good content. And most people don’t like creating
content. This could be anything from blog posts to articles for newsletters to interviews.

Gifting
You can give gifts to someone’s customers as a ride along with a purchase they made –
free book/courses/certificates that comes with a product they bought, etc.

Dan talked about how he gave 500 books away at a dinner where the audience were
donors (means they have money to play with) to a conservative political cause and was
made up of 70% small-medium business owners.

And he didn’t care if he only got one person out of the 500 to come to him because the
lifetime value of a customer is so high for him.

31
 SEV EN - FI GUR E L EV ER A GE

One source of leverage is thinking of “customers” as “assets” rather

than “just people to sell stuff to.”

You put yourself in a position to collect tolls when you do this because
you can get your customers to let’s say, show up on a webinar that you promote with
another competitor offering something non-competitive to what you sell and BOOM –
almost immediately they become the other person’s 1,100 customers as well and you’re
making 100% of that first sale or something less. All based on seeing your customers as
assets.

You want to look for ways to organize your customers in a way to where they have long
term equitable value to you.

Intellectual Property can also be thought of an asset.

This involves pretty much something that all businesses have some version of – a
business name, a logo, your slogans and of course some have more intellectual property
than others. Especially if they sell information.

Dan believes that in and of itself, intellectual property doesn’t have any
value. When famous authors die, their stuff can often be bought on the cheap.
Intellectual property is only valuable if there’s a means to selling it and it can be sold.

But your development of intellectual property can serve you in your business in ways
that can be leveraged. This could apply to you, as a person, content, material,
proprietary technology, that you create. And then there are structures like franchising,
area-exclusive, licensing, etc.

Technology can be asset.

Your Personal Brand and your Reputation connected to it
can be a leveraged asset.

This means you want to learn how to preserve and enhance it.

Where people go wrong with this is making compromises in what they sell to their
customers. The last thing you want to do is make money at the expense of an asset;
rather than a way that increases its value.

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A geographic based Territory can be thought of an asset. You could also think of
this as market space or market share that you control.

This could also be some form of distribution you have – Wal-Mart only has so much
shelf space, QVC only has so much time available to make offers with which is why these
are both high leverage assets to them.

Think about how at QVC Joan Rivers came in initially selling jewelry and hit a home run
with it and through strategic maneuvering and influence and ability to move product,
she started selling both food and skin care products on there too, which takes minutes
away from other people who could be selling those products on there. She has carved
out more territory for herself.

The customers you have now are giving money to someone else for something else.

There is something your customers aren’t buying from you – that would make sense for
them to have because it makes the experience of what you sold to them better, that you
don’t make or own, that you could make money from.

For a brilliant example of this, especially if info-marketing is a key component of your

business, look at Pat Flynn over at Smart Passive Income. The majority of money that
flows into this guy’s bank account is from affiliate checks that come to him as a result of
people buying from his “resources” page where he lists all the internet marketing stuff
he uses and recommends.

One thing to keep in mind, especially as an info-marketer is that your customers can
come to you for one thing, relationship advice for example, and once they fall head over
heels in love with you, they’re very much open to seeking out your guru opinion on a
BROAD range of things that have nothing to do with relationship advice based on their
liking you and judging you as being competent about one topic.

People would prefer to have a one-stop guru just as they prefer to have one-stop
shopping.

Smart? No. Reality? Yes.

It is very wise to expand your territory in the mind of your prospect where they will let
you and where you can serve them.

The connections you have can serve as assets. You can also think of this as
your Rolodex. This is about who you know and who they know.

This can sky rocket you to success if you make the right alliances and can put you in the
crapper if you choose wrong.

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Dan talks about how in his business they have a LONG list of things and people they
politely decline joining forces with and how this is an endless constant process. They
leave lots of money on the table in pursuit of keeping calm waters working with the
people they know and trust.

The Walt Disney Method Of Joint Venturing With Busy Ass

People Who Don’t Need Your Money

The biggest mistake people make when trying to establish

joint venture opportunities is telling them what you want
rather than asking what they want.
You want to give help before you try to get help.

Sometimes showing up with a pure brute force money opportunity can get the job done.
But you can rest assured that this will be least effective with successful people because
they don’t need your money.

Being a stranger and showing up with your amazing conversion rates and showing this
potential partner the math of how they’re gonna make a fast buck if they’ll only email
your pitch to their list isn’t all that sexy to them if money is already flowing fast and
freely into their bank account.

Which is why these pure brute force money opportunity joint venture pitches work best
on people who are cash poor.

Walt Disney wanted something special done for the Abraham Lincoln part of Disney
Land. There was one animatronics expert he had in mind that could give him what he
wanted. He sent his executives out to recruit this man for the project and they came
back empty handed telling Walt that he said he was too busy now and couldn’t be
bought.

Walt asked, “Did you ask him what he needs or wants, but can’t get?” They said, “No.”
He said, “Go back and ask him that.”

Turns out he needed $50 million dollars for a research facility. Walt then said, “Well
give him that. We can do that.” And both the expert and Walt got what they wanted.

So the right question that opens the doors for joint venture
opportunity is “What can we do for you? What do you
want? What do you need that you can’t get?” and this can
lead you to custom crafting something for them that gets
you in front of their audience.
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When you get the priority of whose wants are most important, you’ll avoid being the
idiot trying to impose your wants onto other people.

Remembering that our wants are all that we think about from the time we wake up, until
the time we go to sleep is going to save you a lot of rejection.

You want to not only build but also nurture your connections because you never when
they’re going to be useful to you.

Key People (staff, outsourced talent, experts, etc.) can be assets but only if you
keep trading up or if you continue helping the key assets become more valuable in and
of themselves.

Investments in the form of money can be assets.

What Happens When Your Assets Aren’t Enough?

When your assets can’t get you the results you want, you become dependent on either
other people’s money, resources, customers, and connections.

Most people believe that if they only had access to money, they’d be able to solve all
their business problems. And more often than not this leads them to only seek out other
people’s money.

People spend days, weeks, months, years on the quest to get “funded” and they stay
paralyzed during this process making no progress and more likely than not, killing their
business as the result of having such a narrow focus.

O.P.M. comes with the highest price tag, it’s the least
intriguing, it’s the hardest to get, it causes the biggest
problems, and it’s the least powerful.
If Dan had the choice between having a million dollar loan you had to pay back or a
million dollars in venture capital that meant you had to give away equity in your
business . . . or access to a list of your perfect prospects with their guru’s endorsement of
you, Dan would take the endorsement and exposure fast enough to make your head
spin.

Why?

Because this opportunity can be leveraged into more than a million dollars that never
has to be paid back with interest and he would never have to give up one single
percentage of equity in his business.

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O.P.C. (Other People’s Customers) is a far more intriguing
option for the person who believes that bootstrapping is best and is hell bent on staying
independent. If this is you, you want to pay HIGH attention to this.

The most expensive proposition you’ll have in your business is GAINING CUSTOMERS
and thus this is the biggest DRAIN on your business if you aren’t growing or if all the
customer getting is being done with pure sweat (manual labor – cold calling in person or
on the phone, speaking, etc.) and the reason this is expensive is because it is costing you
time.

Dan built one business speaking from the front of the stage and dragging people into the
hotel banquet room with his own marketing and selling to them himself.

He built another business speaking from the front of the stage and Peter Lowe packed
sports stadiums full of people.

It’s not hard to guess why the second business was more profitable.

When you get your own customers, you have to sift through all the bad customers to
wind up with the good ones. Acquiring expense is one thing. The other drain on your
resources is separating the wheat from the chaff – the customers who are perfect for
you.

Getting customers from someone who’s gone through

5,000 crappy customers to come up with an 1,100 person
list that has proven time and time again, year in, year out
to be good buyers is PRICELESS.
When you get your customers out in the wild with your own marketing, you’re only
hoping to find these people but the reality is, you have to filter through a bunch of
people who are not going to be highly valuable to you. And this costs you money and
time.

This is why Dan believes getting only 2 excellent customers from 50 people who are his
best customers is twice as better as going out and getting 5 times that many on his own.

Not only is getting them on his own gonna be WAY more expensive to get 500 first time
customers on his own, but it’s also gonna lead to him wishing 300 or more of them
would go buy from someone else.

The highest leverage position you can put yourself in is to ONLY be talking to
outstanding customers.

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And the one thing to remember is that even if you got in front of all of the potential
customers who could buy from you, there would only be a small percentage, 2-5% of
them that would be the best customers you could ask for.

NOT ALL CUSTOMERS ARE CREATED EQUALLY.

I’m sure that if you’ve been in business for long enough, you know this to be
true. This is why other people’s TRAINED AND NURTURED customers are
a direct route to speed, to quality and an amazing alternative to not just
capital but better capital because it’s sustainable and these are all reasons
you don’t want to be half-assed or cheap about this.

Dan’s biggest challenge when these opportunities have

been dropped into one of his client’s laps or Dan has
engineered it for them, is the client wants to be cheap and
lazy – “How little of a percentage can I pay out? What’s the
least amount I can do for them?”
One of the reasons for this is because the client has not considered the cost of going out
and acquiring THIS HIGH QUALITY of customer on their own. This in an incredibly
important number to know.

Dan has people consider how much someone spent on all their advertising for the past
year, how much they spent traveling for work, what they spent on marketing with
tradeshows and whatever else they did, and he has them add it all up and divide it by the
number of customers they got and see what they spent.

So this can lead to guy seeing he spent $2,600 to get a customer out in the wild last year
and yet he’s whining now about paying $600 to get a FULL DELUXE customer who has
a track record of being an amazing buyer. WHY?

If the guy was smart, he’d be willing to pay $3,000 dollars to get this FULL DELUXE
customer and all the others who have been wrangled into one coral so he can gain a
bunch of them in one fell swoop.

A Smart Way To Get Access To A Premium List That The

Owner Is Reluctant To Let You Get In Front Of
So Dan’s got a guy on a coaching call with him telling him he’s got 3 joint venture
partners that are having a money conversation and he wants to email their list.

This guy is convinced these lists are winners but he can’t get them to mail for him
because these guys are all smart marketers who have things they’re doing with their list
and his promotion might get in the way of theirs, or they might be trading a $1.00 for 50

37
cents because their customer buys his thing and then they don’t have enough money to
buy his, all logical reasons why smart marketers are hesitant to mail their lists.

Dan told him to do what Gary Halbert used to do to buy newspaper space at
a discount.

It’s very hard to get a sizable check sent to you and to send it back. We have been
programmed over the span of our lives to become attached to checks written out to us.
And this is why we feel like doing anything BUT cashing a check written out to us that
we’re holding in our hands now is a crazy, insane thing to do.

He told his client to Fed-Ex the guys a $25,000 check as an advance and to send a letter
talking about all the money that he foresees them making together and the cool stuff
they can do together and tell them they can keep the check whether they work together
or not.

RESULT: 3 Fed-Ex’s – 3 Deals Locked In. BOOM!

And what was cool was that the guy only needed one of these lists to work, or all three to
work at a 1/10th the effectiveness he thought they would in order to chalk it up as a
success because the math on the transaction is right.

Don’t be a cheap idiot when it comes to forging the right alliance!

Face-to-face meetings will beat almost any other way of connecting with another person.
This means if there’s someone you’d like to join forces with, get your ass on a plane and
go meet with them if you need to . . . or send a plane to get them.

The average person will try to forge alliances on Facebook, email or over the phone.
DON’T DO THIS.

Not being cheap with this strategy is important because

the cost of getting customers is rising
With the economy shifting the way it has, one way good customers are defending their
dollars is by deleting emails before they even open them.

They’re like the overweight person who has sworn off of sugar. This person needs to not
be around donuts. If they are, they know they’re weak and they’ll talk themselves into
“rewarding” themselves with only half a donut.

People who used to buy everything make the same conclusion: If I don’t see it, I won’t
buy it. It’s not like I don’t want to buy. But I need to be responsible with my money and
save, keep my debt down and use what I’ve already bought.

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The cost of acquiring customers is rising along with the difficulty in acquiring customers
and the speed of acquiring customers has all multiplied . . . and not in your favor . . . and
the quality of customers you get on your own will be poorer and like bad fish, more and
more of them will have to tossed off the back of the boat . . . and it’s going to get worse
before it gets better.

And one thing to keep in mind is that even if the economy does a 180 and everything
starts booming again, the shell shock from it having gone south doesn’t wear off so
quick. Dan believes the marketplace will have a hangover for 3-4 years even when things
turn around.

This means the value of getting access to the Premium

Grade A customers of others has skyrocketed to becoming
more important and more beneficial than ever.
You have to remember that just like we have A and B piles in our mail and we never
throw away any mail we see as an A priority – bills, wedding invitations from friends,
etc. - people are NEVER going to delete the emails or ignore the mail from the
marketers they’ve spent the most money with for the longest amount of time and had
the most in person/on the phone/personal letter interactions with.

These are the customers that you’ll likely want to keep if you get them because they were
referred to you by a guru they love.

This is why the guy who has a rabid list of customers and marvelous
relationship with them is sitting on a true asset that you definitely want
access to.

And this is exactly why you want to give MASSIVE consideration to the relationship you
have with people who have lists of customers who would buy from you in a heartbeat if
their favorite guru told them to.

The Two Sources Of Rocket Fuel That Propelled Bernie

Madoff To Success
1. No one he took money from, needed the money

Most ponzi schemes are built on the promise of high returns now. So they keep paying
out the 10% interest payments to people monthly until they eventually run out of
suckers first, and then money.

Madoff took money from institutions, charities, funds and mega-rich people who only
wanted statements showing they were making money. It costs way less to send out
statements than it does cash.

39
This made it so that the redemptions were very low which allowed the money to build
up.

2. Great source feeding him leads

In most ponzi schemes, the schemer is the one out wrangling all the investors based on
referrals.

But ideally, you want a lot of feeder systems. You want access to other people’s networks
because it costs so much and goes so much slower doing it on your own.

7 Keys That Allow You Access to Other People’s

Customers
1. Another person’s poor use of the relationship they
have with their customer or the underestimation of
how valuable it is
This is a case where someone has marvelous customers that they are under serving by
offering them less than they would like to have . . . primarily because they don’t
understand what an asset they’re sitting on.

When the person is under serving their list because they’re dumb and scared, this can
make getting in front of their list harder.

But when the person isn’t getting any back-end revenue from their list at all and you
present them with an opportunity to do so, it can be pretty easy to get the introduction
you need.

The best situation you can walk into is a list of customers

who are good in spite of being underserved and under-
marketed to or poorly marketed to.
2. Incredible Laziness or Overwhelmed List Owner
This is an awesome opportunity because 99% of people showing up trying to get access
to their list show up and they ask the list owner to work on their behalf.

Lazy people don’t want to work and the people who are overwhelmed don’t want more
work so when you ask them to do more than they are already, you immediately blow
yourself out of the water.

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If you show up with your act together – proven conversion sequence, $900 dollar
product, raving fan testimonials to show the list, dramatic demonstration ready to go,
and all they have to do is introduce you and then kick back and collect the money, you’re
in.

If you show up with your dick in your hand and they have to help you with
all this, you’re out.

3. One Person Can’t Satisfy A Really Good Customer’s

Desire To Consume
This means there’s money being left out on the table and there’s customers looking for
someone else to give this money to.

4. When You Are Visibly And Successfully Selling Direct

To The Consumers – Or At Least On The Brink Of It –
In The Same Market They’re In
Dan says this is the whole, “Pay me $50 bucks every week or I’ll break your windows”
insurance/protection arrangement.

This is coming at a competitor with the approach of, “I’m going to sell to your customers
with or without you. Your customers are going to buy from me whether you like it or
not. So the only question here is not whether or not I’m going to get your customers. The
question is whether or not you’re going to get any of the money.”

That’s the direct way of saying this. You probably don’t want to say it this way but that’s
definitely the undertone of this approach.

So one of the greatest sources of leverage you have available to you if you are already
visible in this marketplace selling direct to that person’s customers. If the guy is smart,
he’ll put it together that you’re going to get money from his customers no matter what.

And the smart marketer gets it right away because they’re aware of the fact that
excellent buyers love to buy, especially when they’re in heat, and you can’t keep them
from buying. Not even from your competitors – especially if your competitors are good
marketers.

Once upon a time Dan had a client who couldn’t make what they sold work by trying to
sell it directly themselves. But Dan thought they could make the math work if they were
selling directly to customer lists. So what Dan advised him to do was run full page ads in
the trade publications KNOWING they were going to lose their ass on the ad.

The only reason for having the ad there was so that the five people he wanted to do joint
ventures with would see it. The primary target was the five people he wanted to do joint

41
ventures with. So while the ads failed in bringing in new customers, they succeeded in
setting up joint ventures which brought them the high quality customers they needed.

Dan doesn’t believe they would have landed the joint ventures had the guys not seen the
ads running there for three months.

How The Little Guy Get The Big Associations On Board…

When Dan had Jack, the theft control specialist, as a client, he knew he knew he wanted
to get the grocery store and convenience store associations to endorse their seminars in
each state.

This was a problem because some of the associations didn’t like Jack.

So knowing full well that they were going to have to put a few seminars on, on their own
without the sanction of the associations, they went ahead and hosted three events in big
areas where even a failure was still going to get a nice sized group of people in the room
and they were spending $40,000 to get $10,000 on each of these events.

But the point of hosting the seminars wasn’t focused on making money
immediately.

The primary purpose of hosting these three seminars was so that they could go to the
next city’s association headquarters and say, “We just hosted this event in Denver. We’re
coming here to New Mexico next. We’d love to have you on board with us and if you
aren’t that’s cool, but here’s all the cool stuff that’s going to happen for you if you join
us.”

This got them the deals they wanted for almost every association in both of those
industries.

Of course, what helped this be a success is that Kennedy handled all the marketing and
everything else for the event. All these guys had to do was give them their blessing in a
direct mail letter that was written for them, had already been stamped and had their
name on it and mail it out to everyone on their list. Even if the association knew how to
market (which they don’t), they wouldn’t necessarily want more work to do.

You’re an idiot if you look at this through the perspective of, “Well if we’re gonna do all
the work, and pay for the printing and the stamps and faxing and the processing fees,
etc. we’re gonna take the lion’s share of the money that comes in. They should be happy
with getting 20% of the money.”

Dan gave them 70% of the revenue from the registrations and 20% of the onsite sales.
Dan was willing to give 100% if they’d asked so 70% wasn’t a big deal to him. He knew
the money was in getting the customer.

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What happened to the customer AFTER they attended the seminar was where all the
money was. Not before or during.

And of course, the domino effect kicks in the news spreads about 2 0r 3 of these guys
getting a big ass pay day for doing nothing and everyone else lays down and rolls out the
red carpet for you.

5. Give Them An Enticing Reason Why They Should Do It

This reason why can be money.

It can be a swap arrangement - which is why you want to have a bunch of

media you’re using to reach out to your customers with – newsletter, website, ezine,
audio programs, seminars, teleseminars, webinars, etc.

Bill Glazer was tasked with getting access to other people’s customer bases. He found
that most often, this same person wanted access to their customer base as well. And
sometimes this was a problem because they believed their customers were better than
theirs or they didn’t want to put the person up on stage.

This is one of the reasons they have the exhibit space outside the room of their seminars.
This benefits the customer, the vendor, and them. One benefit to Dan is the money, but
the other is having that real estate they use for a reciprocity arrangement – they don’t
have to put this owner up on stage and they don’t have to mail to their list for him or
they don’t have to mention him in the newsletter.

The more media you have, the more choices you’ll have to choose from to
offer access to your audience.

Another reason-why could be Positive Association. Ideally you want to be

aligning with people who can get the benefit of gaining prestige and a WOW element
just in them being connected with you.

Think of how if you sell marketing advice, you’re gonna get more people on a
teleseminar WITH Dan Kennedy on the line with you than if you alone are the main
draw. You’d probably get people on the teleseminar who normally don’t get on them.

And when Dan does this, he doesn’t care what they sell as long as he gets to do with
them what he wants to when he’s done. You could even have a call serve two purposes
where Dan hangs out for the first half of the call and does his thing and then the host
takes the second half of the call and finishes with his thing.

This is about letting someone help you drive more people to a marketing channel of
yours with their fame, their promotional material, their raving fan testimonials and
awesome content they have to talk about.

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It’s also going to massively help you to know a lot about the host themselves before you
pose the idea of doing a promotion together. You want to have done research – about
the person, about their business, products, price points, positioning, etc. - on a person
you’re going to do a negotiation with. As obvious as this sounds, most people don’t.

This goes beyond the petty idea of hauling in a stash and splitting it halfsies.

Another suggestion Dan gives is not just pitching the host one thing that could be sold
on a call. Why not give them four options to say yes to? Four ways to come to agreement
vs. only one.

6. Something Unique For The Person You’re Targeting

When you customize your message to the host’s audience that makes the host appear
heroic in the eyes of the audience for having brought you to them, you’re going to make
it a thousand times easier for them to give you the green light to go in front of their
audience.

Preferably you want to package and bundle your stuff with

theirs to present a package that no one else has.
It’s always a good idea to assume that this person has a big ego that likes to
be stroked so you want to do what you can to help them look awesome in
front of their people.

It’s also a lot harder for someone to say “no” to you if they see you’ve gone through the
trouble of customizing something just for them. You induce obligation that isn’t there
when you show up with your hand out proposing to sell something that is generic.

7. Willingness To Invest In It
Be willing to invest in making an impact on the person you want to negotiate a joint
venture with.

This has been kind of covered in the other points but you can’t over look the importance
of making a favorable first impression and getting noticed by people who are very
important people.

You want to treat a potential alliance with the seriousness that its opportunity warrants
and pull out all the big guns – Fed Ex big checks, plane tickets, concert tickets, pay for
expensive meals and drinks, buy gifts, etc.

Deal-making with a person who can elevate you to stardom and riches is no place to be
petty, cheap, or lazy.

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One of the most important things you need to
consider if you want to elevate your income . . .
Finding Multipliers – Sources of Massive Leverage – Rocket Fuel That Propels You
Forward At The Speed Of A Bullet

1st Multiplier To Take Advantage Of: Unrealized

Opportunity/Capability

Ray Kroc fought like crazy to keep McDonalds out of the breakfast business.

Decades later after they took advantage of the 33% of their capacity that wasn’t being
used and having breakfast be responsible for 45% of their revenue, they now LOVE the
idea of being in the “fast food” business as opposed to being in the “hamburger
business”. And when they finally figured out people didn’t stop eating after 9 p.m. and
they keep the place open 24 hours, EVEN MORE revenue came pouring into their
pockets.

Dan Kennedy’s time slot on the Success Tour came out of the necessity for Peter Lowe to
maximize capacity. Dan went on a 5 P.M. and almost the entire stadium was clearing out
because right before Dan, the final celebrity had finished their speech.

So all that were left in crowd to watch Dan were the people interested in the title of the
presentation which promised business owners and salespeople to make more money
with less work.

How this took advantage of unused capacity was that Peter had till 8 P.M. to be out of
the stadium and prior to talking to Dan, they had only been using those three hours to
clean and pack up. Well, Dan talked Peter into letting him speak for an hour and have
the crew disassemble around him and the small group listening so that they could
squeeze in more sales for that day. (the only net from these events came from what the
speakers sold at the back of the room so every “salesman” they could have on stage was
vastly important to keeping the event profitable)

The Tonight Show

As hard as it might be to believe, once upon a time, there was no TV after 11 P.M. Before
late night TV, networks couldn’t sell high priced ads after 11 P.M. because nobody was
there watching because the stations just shut down for the night.

Late night TV was the first step networks took to make use ALL the parts of the buffalo.

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What exists in your product or your customers that you
aren’t doing anything with, that you aren’t capitalizing on?
Is there opportunity in the selling of more stuff to your existing customers?

Is there opportunity in the distribution of what you offer?

Most manufacturers, inventors, publishers, etc. stop after finding 1-3 ways to sell a
product – even though it could be sold through more channels of distribution.

Once upon a time jewelry was only sold through catalogs, store fronts, department
stores and that was it. Home Shopping Network came along and opened up a whole new
distribution channel for selling things like jewelry.

So the question is, “Have you got something you’re only selling in one channel that
could be sold in more channels?”

Harley Davidson started selling more bikes to women when they started selling via
“garage parties” which were nothing more than using the “Tupperware Party” concept to
get women together and pitch em on buying a bike.

Doctors adapted the same “Tupperware party” concept with Botox.

It’s Dan’s contention that pretty much everyone has one of these gold mines that they’re
sitting on and not mining.

2nd Multiplier To Take Advantage Of: Varied Ways Of

Selling Your Stuff

One On One vs. One To Many

At one point in time, Multi-Level Marketing was sold only through an amateur standing
in a living preaching to recruits.

Glenn Turner changed the way it was sold when he established the method of having a
pro sell the opportunity from the front of a huge room that amateurs brought their
prospects to in order to experience a professionally produced production/introduction.

Glenn varied the way the “thing” was being sold and completely revolutionized that
industry by only changing the way it was sold.

Disney brought back the concept of pitching time shares One to Many. They’ve already
got people on the cruise anyways – almost no one turns down free dinner – people love
the idea of being able to take their pictures with all the characters – and so they just take
advantage of this when they’ve got condos to sell.

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Dan adapted this strategy with a client selling real estate. He put a bunch of real estate
investors into a room and sold property from the stage while everyone else was trying to
doing one at a time by phone or with appointments.

Door-to-Door To By-Appointment
Door-to-Door selling is pretty much dead now but at one time it was huge. And it wasn’t
huge in spite of it not working. It was huge because it moved a ton of product. Dan
believes that because no one is doing this now, it is worth looking into if you’ve got
something you think would sell to someone home during the day.

Change of Place
This could be . . .

In the home vs. In an office

Hearing aids used to be sold in the home. Miracle Ear moved this business into offices
that resemble a place where you buy glasses/contacts – half retail space, half Dr.’s office
– and used retail advertising to drive people into the office. Dan believes there was some
credibility infused when people were able to come to these locations but he also believes
these guys are losing some business from the people who are too ashamed to walk in
these places but would be open to having one person come to their house to “talk” about
their situation.

With an experience – Puppy Dog Selling

If you put a puppy in house for three days, it’s not leaving. TV’s used to be sold on a in
home trial basis. Cars were sold by letting people drive them for a week. The same thing
that happened with the Puppy dog often happened with the TV and the car.

From a distance
An example of this kind of selling is Darin Garman selling Iowa real estate to people in
New York and California and beyond the U.S. across the ocean without them even
seeing the property instead of only selling Iowa real estate to people in Iowa. Hardly
anyone would think you could sell real estate in the middle of nowhere from a distance
but he is doing it and doing it masterfully.

Cold Appointment Selling vs. Prepared – Prepped Appointment

Selling
The way 99.9% of people go about trying to sell with an appointments is – get the
appointment, then try to sell something when the person shows up for the appointment.

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Nothing happens in between you showing up to their place or them showing up your
place. This is what Dan calls “going in cold”.

Dan likes the idea of actually slowing down the sales

process by inserting something in between appointment
being made and making the pitch in person.
This takes courage because naturally salespeople see someone poke their head up and
express interest in something and the want to pounce while they believe the person is
still in heat and before they change their mind or someone else gets to them.

But Dan talks about how a very smart cosmetic surgeon he knows of is deliberately
making you believe that the next available appointment isn’t available until a month out.

In the mean time she is sending you two DVD’s – one of which you MUST watch before
coming to your appointment – a “What to expect and what to look for” book that the
doctor has written about plastic surgery, all in a box that they tell you they’re sending to
you when you make your appointment (very smooth way to get their physical address by
the way).

This is changing the sales process.

When you’re the high or highest priced person in your market you can afford to be
elaborate in preparing people to be pre-sold by the time you show up or they show up
for their appointment.

The only leg the lowest price person has to stand on is being the lowest price. They lose
all flexibility and marketing power and healthy margins because of this.

Team of Specialists vs. Lone Ranger

Dan talks about his experience going through the Cleveland Clinic’s mega physical that’s
supposed to dive deeper than any traditional physical you’ve ever had before.

Well, when you do this you’re seeing multiple specialists – NOT just one doctor.

You’re seeing a physiology expert – who incidentally has an exercise program she’d love
to put you into.

You’re seeing their nutrition expert – who incidentally has a nutrition program to sell.

You’re seeing their life coaching expert – who incidentally has a $10,000 coaching
program to sell.

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And there’s 5 other specialists you’re seeing before you see the MD in order to see your
results of your tests. 8 sales presentations right after the other. And none of them are
cheap (each one $5-$12,000 bucks). And . . . you’d already paid $8,000 dollars to be
there.

Dan contrasts this with the people who wuss out about selling stuff at their seminar
believing that if people paid to be in the room, they won’t be open to hearing any
pitches. Nope.

This is a selling process that makes it about a thousand times easier for these experts to
get you in a room than if they’d tried on their own. This Cleveland Clinic feeder system
is a hell of an idea.

Sales Mastery
Dan believes this is more important now than ever.

The reason for this is because leads are harder to come by these days. When the cup was
overflowing in the good ol’ days, you could be sloppy, but when the cup is half full,
you’ve got to be sharp.

Most people in most businesses accept very low

conversion/closing rates and this is the result of having a
shitty sales process.
You can have the best marketing in the world, but if your sales process sucks, you’re
leaving all kinds of money on the table. Dan was going crazy when he was consulting
with Miracle Ear and saw that people were making an appointment, driving all the way
to the location, spending 90 minutes having their ears tested and only 20% of them were
buying.

And what pissed him off even more is that Miracle Ear didn’t want to do anything to
fix this but instead were bringing him in to shove more leads into their shitty sales
process in order to boost their bottom line.

Dan believes that if the marketing is world class, and you’re pulling in pre-interested,
pre-qualified leads, you should be closing 100% of your sales . . . or damn near that.

Scripting is important. Enforcement of script being adhered to fully and right energy
and voice inflection is important. It’s all important – especially if the sale is worth a high
dollar amount. Or even a low dollar amount because you can’t afford to lose any of
those.

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You want to make a deep study of the sales side of your business. It’s very popular to pay
attention to and study the advertising and marketing but the selling side is extremely
important – the sequencing, the language, etc.

3rd Multiplier To Take Advantage Of: Game Changers

Becoming An Information Marketer

Dan believes that it’s one of the easiest transitions to make if you’ve become successful
in a niche and he has seen people, 2, 5, 10 times how much money is coming from their
information marketing business coaching other people in the profession how to be
successful like you, than comes from the profession they’re in that they’re coaching
people on.

Some people will get skittish about doing this if they can see that other people are
already in that space coaching and selling products to their niche. Dan doesn’t believe
that should worry you because 1) it proves there are buyers of this advice and that 2)
these other competitors can serve as JV partners.

Be awake to the fact that the 5% of the buyers of information in your industry buy
everything – from everybody. This probably contributes to the fact that these 5% are
usually the most successful in their business. You can’t be paranoid about who else
selling to your customers.

The one thing that will help you stick out from everyone else is to point out
one thing that is different about your approach and hammer that home. It’s
not absolutely necessary but it is something that is useful to do.

If you become successful in the niche you’re in and you set out to teach other people how
to get results like you and you become an information marketer on top of a practitioner
of what you’re already doing, you can rest assured that you will birth 2nd generation
competitors that come from being your customers or else wise but not many will survive
because they underestimate the task of making an information marketing business
work.

Becoming a info-marketer is a game changer because it

allows you to leverage your experience, your skills, your
affinity with the market, the relationships you have in that
niche, intellectual property and it allows you to multiply
your ability to get money beyond geographic boundaries.
Franchising

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People want things done for them MORE than they want to learn how to do things
themselves.

The logic is, if you’ve got a plug and play system, and yet you’re still gonna to have to do
a lot for someone who wants to do what you’re doing, you might as well share in the
profits of showing them and putting them into your business.

And the barriers to getting this kind of model have lessened in this day and age.

Distribution Options
One of Dan’s clients has 250 chiropractor office franchises set up.

What’s he’s done to augment this model is also set up a weight loss component to the
business where they’re distributing weight loss product through each of these
franchises.

Doing everything yourself is very limiting to your income. A distribution network can
COMPLETELY change everything for you.

Media vs. Manual Labor

The cosmetic surgeon sending the DVD’s and book between the person making the
appointment and the person actually showing up for the appointment are valuable
pieces of media that are helping relieve her of manual labor/convincing that a sales
person would’ve had to do with every single prospect.

The idea of changing how you play the game with using webinars, teleseminars, product
launches is nothing new. Replacing manual labor with media is pretty basic but it’s very
powerful. And it’s something that deserves consistent attention.

And something else to consider is reversing the order and going from using a media
back to manual labor, only doing so more effectively. A few examples of this is going
back to putting a seminar team on the road, making sure all your webinars are “real live”
vs. “fake live”, having telemarketers call prospects and customers, etc.

Fractional Ownership
What the hell is fractional ownership? Think of condos, time shares, vacation properties,
Marquis Private Jets, etc.

Well, this idea has migrated to really expensive jewelry, pets (shared custody of dogs),
really posh cars, boats, etc. and so people can have the experience of owning something
for just a short period of time and for a fraction of the cost.

This is a way to get money out of people out of people who aren’t willing to pay to own
but will pay to rent it.
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All Inclusive
Dan’s advice to Miracle Ear, the company responsible for selling hearing aids was to get
out of the hearing aid business.

He foresees a time in the future when this goes from being a $5,000 dollar product to
being a $150 dollar product you can buy at Costco.

So his recommendation to them was to get in the business of selling better hearing for
life and letting the person buy once and be able to get all their future checkups for free,
all their batteries for free, etc. and making it an all inclusive package instead of a one
and done.

And here’s some he didn’t talk about but were on the list . . .

 Continuity, forced continuity

 Trash to Cash

 Place

Pre-Pay
In the funeral business this used to be thought of as Burial Insurance. But now they’re
using the term of “Pre-Need” to I guess dress it up. Dan says that the funeral business is
more in the insurance business more now than they are in the burial business.

Every business has some kind of problem that can come up. One place to find a game
changing element is in fixing the biggest problem in a business that never seems to go
away. Whatever this problem is, most people just give up on it and run circles around it
fixing what can be fixed and they never work on this sinkhole of problem that won’t go
away.

So with the funeral business the biggest problem they had was having to wait until
people died to get money in the door. The solution to this was getting people to buy for
themselves while they were still living.

You want to find what the consistent and nagging problem is in your business and look
to introduce a game changing element there.

One thing to remember is that pretty much all game

changing elements being used by business have come from
outside of the industry they’re using it in.

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Practical Examples Of Game Changing Adaptations
Werner Erhard, the founder of the EST perfected the
concept of “Sell It By Zealot” that is often thought of when you think of religions. He set
up a structure, a hierarchy, quotas for members to bring in new members to
introductory seminars – everything you’d see in masterful MLM company . . . all
without paying anybody to do so.

Tom Monaghan, the guy behind Dominos Pizza,

mastered the art of delivery of food the house in an acceptable amount of time.

Guthy-Renker, the infomercial kings were the first in their

industry to use celebrities in their sales pitches and the game changing factor that they
brought was getting so big that they can outspend all their competitors to the point they
could spend $2 million dollars just for talent.

That’s not including the $2-$3 million it costs to produce and air the show itself.

And they can go negative on a customer for 8-10 months – not make any money on
them. Everything they’re doing is easily replicate-able . . . except for the barrier to entry
to compete on their level. Hardly anyone has the math of their business working as well
as these guys do so they can’t hang.

Peter Lowe, the guy behind the SUCCESS TOUR ,

allowed himself to rise from nobody to being seen as a somebody by landing Ronald
Reagan to speak on one of his events.

No one in that universe would speak on any event like this.

You could get C Level athletes and movie stars but not anyone big time. But when
Reagan got on board, EVERYONE wanted to play. There were something like a 100 of
these success rally companies all over the US and in 24 months Peter murdered them all
with this game changing element.

Disney’s game changing element was completely ignoring the current and
accepted theme park pricing model which was pay-per-ride and going with a single price
of admission into the park and ride however many rides you want. Disney figured out
that if you give a person one buying decision, instead of fifteen about which rides they
want to ride, they’ll spend more money on all the other stuff in the park. When you
make a person decide on a set amount of rides their kids can ride based on the amount
of money they’re willing to spend, you’ve set up a crappy situation. The kids are gonna
wanna ride more than what the parent sets aside. This means you’re inviting the kids to
start whining, pouting or having a full blown crying attack. So you get unhappy kids,

53
which leads to unhappy parents (unhappy because they’re probably in conflict about
how many rides the kids should be able to ride). People who are angry and embroiled in
money arguments are not people who are prone to buying expensive souvenirs and food.
This pricing model allowed Disney for the first time in history of Disney to
beat Vegas in dollars-per-head. And they’re competing with a city offering
booze, coke, gambling, and hookers.

Another game changing element Disney brought to the table was the strategic
controlling of the path the visitors go on in their park and what they see and when. The
only other industry who does as a good of a job at this is the casinos in Las Vegas.
Disney parks are built with the sole purpose of separating people from as much of their
money as possible and having them leave happy about having that done to them. Vegas
is set up this way too. And that’s why studying these places, which are arguably the best
on the planet at emptying pockets and sending people away smiling, can give you
invaluable business building insights.

Ned Allen’s restaurants, Steak and Ale, came on the scene during a recession and
the game changing element they brought forth was giving people the feel of being in an
upscale steak house but charging them far less for good food and environment than a
high end steak house.

W. Clement Stone turned the concept of selling insurance on his head by

pioneering the idea of ONLY selling with testimonials vs. scripted and elaborate features
and benefits presentations. He would have his salespeople walking door to door with a
big ass binder full of testimonials and when they got into a home they would start going
through testimonial by testimonial by testimonial with the person until the prospect
caved in and bought or kicked them out.

Reader’s Digest’s game changing element they brought to the market was that of
being the YouTube of magazines – eliminating the cost of editorial staff. The majority of
their content came from users and from other sources but almost nothing was original
to them.

Game Changer Exercise:

1. What is a new game-changing element you have introduced into your
business?

2. What is the next game-changing element you can introduce into your
business?

3. What old elements in your business need to be challenged?

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 DAN KENNEDY AND JAY ABRAHAM
ROCK THE MIC ON THE SAME STAGE

Dan introduced Jay Abraham to the audience at this seminar in a way I’ve never seen
someone introduce him or any other marketing legend before.

He skipped around and read chunks of copy from his salesletters that he used at one
time to get people to call and do a consultation with him.

I’m gonna list some of what Dan read of some of Jay’s classic lead generation salesletters
because they’re highly useful in reminding what a bad ass Jay is AND they serve as
brilliant examples of how to position yourself masterfully in the eyes of strangers you’ve
never done business with before.

Behold the Abraham brilliance from two ads with the headlines of . . .

“How To Hire The Best Marketing Consultant In America On A Risk

Free Basis Where You Pay Him Only If His Work Pays Off For You –
Read this announcement to see if you qualify
to be one of Jay Abraham’s clients”

“California Marketing Wizard Offers To Perform $250,000 Dollars

Worth of Turn Key Profit Enhancement For Your Business . . .
If You Qualify”

“You may have read about him in . . .” and then there’s a list of a bunch of media.

The message this is meant to convey is that you must have read about him even if you
don’t think you’ve haven’t or . . . if you haven’t read about him, you must be living in a
cave or something and be out of the loop. . . but that today is your lucky day because
you’re about to be in the loop.

“You’ve probably read more than a few of the ads he’s written for clients
since they’ve appeared in publications with a combined readership of 178
million readers. His powerful salesletters and prospect lead generating
mailings have been mailed to slightly over a 125 million consumers and
business men resulting in something in the range of a $1 billion dollars
worth of combined gross sales for his satisfied clients.”

55
That passage is a creative example of making use of meaningless numbers
(readership and people mailed to) and connecting them to a desirable
result in order to come up with an awesome positioning statement.

“Over the past 15 years for example, he has developed 165 separate
advertising, marketing, and promotional mailings and sales strategies and
techniques for successful enterprises of every imaginable.”

“He is also one of the most desired … the fees he charges are UNREAL.”

“Before I fully explain what kind of companies might qualify for Jay’s free
$250,000 consultation offer, let me tell you how Jay works with a client. How
Jay begins is based entirely on where the client’s opportunities are the
greatest . . . (long list about all the opportunities that can be unearthed). In
a lot of cases he concentrates on re-selling old customers most effectively.
He’s also been known to develop entirely new business pursuits for clients.”

“Can he help your business? Maybe. Maybe not. But you can find out with
just one fascinating call. The number to call is . . . When you do speak with
Jay’s assistant, he will ask you a dozen very specific questions. These
questions are not calculated to invade on your privacy but rather to help Mr.
Abraham determine whether or not he can be of profitable service to you
and frankly whether you represent enough increased profits to make it worth
his while.

What else should you know before you call? Jay works with clients in a
slightly different manner than you may be accustomed to. They all either
come to him or they deal with him by phone, fax or mail. Jay rarely if ever
visits a client. Why? Two reasons: 1) Actually, first the man is an absolute
coward when it comes to travel. And this is especially true when it comes to
traveling by airplane. Therefore he has his clients deal with him by phone or
in person at his office or his panoramic ocean view hill top home. This by the
way is not because Mr. Abraham is autocratic, aloof or stubborn but rather
because quite simply, he is totally and completely afraid to fly.”

“Keep in mind that it’s more important for Jay to perform at peak
performance in this relationship than it is for you to. Particularly as long as it
is up to Jay to create, develop, test, and perpetuate all your marketing for
your company.”

“Here are the four principal conditions that must exist in order for it to make
sense for you to call . . . (followed by the criteria)”

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All of this copy just sets Jay up to gather new clients in a way that suits him as well as
sets him up to appear to be brilliant and not easily accessible; the opposite of desperate.
No one responding to this ad has any reason to complain about traveling to him or
about paying high fees. He put that right out there and makes it known this is the
normal and customary way clients deal with him.

I love it. And so does Dan. He told Jay he wished he’d stolen this copy and used himself
over the years.

And now that the introduction is out of the way, let us get to . . .

Dan Quickly Picks Jay’s Brain

When you step into a business as a consultant what are
the immediate places you look for under exploited
opportunities?
Jay likes to first get a snap shot of what is keeping the business afloat now. And then he
looks at optimizing those activities and getting them performing at a world class level.
So he looks to maximize what’s happening now before adding anything new into the
mix.

He embraces a highest and best use philosophy – How do you get many
times more results from the same effort, the same opportunity, the same
resources.

He sees there being primary sources of leverage in a business, a few of them are
Marketing, Strategy, Ideology, Distribution, Capital (financial, human, intellectual), and
relationships (existing or non-existing).

The $50 Million Dollar Balm

One example of what he looks for when he walks into a business is best expressed with
his Icy Hot story.

So back in the day, there was a company that sold this balm called Icy Hot by mail order
only that you’d rub and sore parts of your body and it would help ease minor aches and
arthritis pains that called Jay in to help keep them from going out of business.

The bottles sold for $3 bucks each and these guys were completely focused on getting
more customers and were completely ignoring the potential lifetime value of the people
who bought it.

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It costs Icy Hot 45 cents to bottle it and ship it and sold for $3 bucks. When Jay looked
at the buying history, he found that around 80% of the people who bought, bought a
bottle every month forever because no one had yet relieved the world of arthritis.

So the business owner is broke – no money to advertise at so Jay comes up with the idea
to go to all the radio stations, magazines, television stations and he got 1,000 of them to
run his ads purely on a performance basis. They let the media company keep 100% of
the $3.00 dollar sale in exchange for them giving Icy Hot the contact information to
them so they could continue to sell it to them.

Before the first month was over, 80% of them re-ordered and around 30% of people
bought other products from them.

So every time the media company sold a jar and Icy hot was losing 45 cents
they found they were making $28 dollars a year from each customer for life.
They were trading 45 cents in order to get $28 dollars a year.

They built the list to 500,000 people with this strategy with their $30 million dollars
worth of free advertising and this led to Icy Hot eventually being sold in retail stores and
the business being sold to GD Searle and the business owner walked away with $50
million dollars all within 19 months of bringing Jay in.

Maximizing Entrepreneur Magazine

So when Entrepreneur Magazine started, it was more like a newsletter that cost a $100
dollars a year to get.

What the content of the magazine was in essence a start up manual for the best
emerging small businesses of the time – salad bars, tune up shops, sandwich shops, etc.

So they had all these back issues that people subscribing today couldn’t benefit from.
They took all their archives and added boiler plate material to them and classified them
as Start Up Manuals and sold them for $39 dollars each.

They started looking at the business in a different way seeing the sales of memberships
as being necessary to cover the overhead of producing the reports. This led to them
having to market for new memberships AND having to market reports to the members.

And all the profit in their business was in the upsell.

Then Jay told them to start selling the reports beyond their customer list.

Then Jay categorized all the reports by low-investment businesses, automotive related
business opportunities, low risk businesses, high earning potential businesses, etc. and
they sold those for a couple hundred dollars apiece.

Golden Opportunities In Gold

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At one time he hooked up with a gold brokerage that was selling gold and silver through
ads in the Wall Street Journal.

He asked them why would you try to advertise to strangers and gain their
trust when there’s all these financial newsletter editors out there who are
talking to directly to your perfect prospects and already have their undying
loyalty and trust? Why wouldn’t get an endorsement from these guys inside
their newsletter?

When he got these guys on board with the idea they made sure and supplied them with
all kinds of awesome material that not only preached about the awesomeness of gold but
also gave opinions on why some people hated precious metal.

They also started hosting seminars every quarter that they paid for and gave the profits
of the tickets sold for the event to the newsletter publisher.

All of this effort to help the publisher look awesome in the eyes of their subscribers led
to the prospects being educated and led to them going from having a couple of thousand
to having over 180,000 buyers of their precious metals.

Another strategy . . .
Jay found that most people selling gold wanted to dump as much metal on a person as
quick as possible with no thoughts of nurturing a customer along to keep them buying
forever.

So Jay proposed that they let no first time buyers from them buy no more than a modest
amount of gold and would only let them buy the lowest mark up gold. They took the
position of an advocate and told the customer that they wanted them to full comfortable
with their investment and understand the history, the beauty and all the other reasons
beyond money as to why gold was awesome.

They would let you buy more and once you got comfortable they’d let you buy silver and
then when they were comfortable with that they’d let them buy rare coins and then
move them to more exotic metals.

And these “delaying the sale” practices took this guy from making $300,000 dollar gross
a year to $25-30 million dollars a year 12 months later.

$5,000 For A Seminar Seat

When Jay started doing marketing seminars, they most expensive ones were selling for
$500 bucks a set. He started at $5,000 dollars a seat eventually reaching the point of
selling seats for $18,000 dollars a pop.

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So everyone else would run ads in the paper or a lame one-minute spot on the radio or
TV promoting their seminar.

Jay instead opted to get Tony Robbins, all his financial newsletter clients he’d helped
skyrocket to wealth, Success Magazine, in-flight magazines and owners of other great
lists to send a letter to their people raving about how awesome Jay was. These letters
would be selling a $50,000 dollar full day consult and Jay would be ecstatic if he only
sold one of them.

Here’s where the magic begins . . .

And the next letter he would have all these people send a letter out that said they’d
received all kinds of inquires about people wishing they had $50,000 to pay for this and
how they wish there was a less expensive way to work with Jay and that after they’d
talked to Jay they got him to agree to do a 3-day seminar where he would teach what he
knows for a paltry $5,000 per person.

He then helped people feel even more comfortable with buying a ticket because he told
them he wouldn’t deposit their check until the second day of the event, after which they
would have to feel they’d already gotten their money’s worth.

If that wasn’t enough, he built the offer to them saying that he was sending them
grounding materials before the event that were worth more than $5,000 dollars that
they got to keep even if they didn’t stay for the entire three days and asked for a refund.

Jay knew he wasn’t going to sell any $50,000 dollar

consults. But by offering them, it made the pitch for access
to him for only $5,000 dollars seem like a bargain and
then you add in the other ways he relieved you of risk, it
made his seminar offer irresistible.
The Gary Halbert/Chase Revel Story
You’ve got two guys.

One is tactical minded and a positively world class copywriter. The other is strategic and
isn’t the best copywriter on the planet but he’s far from being the worst.

So Gary decides at one point that he wants to sell cubic zirconium diamonds. He creates
a company and calls it “The Beverly Hills Diamond Company” and writes an amazing ad
selling a 1 karat loose stone for $39 dollars that he calls, “The Beverly Hills Diamond”.

Gary spends $30 grand on an L.A. Times full page ad and brings in $42 grand after
refunds and after costs ends up with $6-$7 grand that he takes and leaves.

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Chase looks at what Gary did and sees that he missed the “money connection.

While he’s not as good as a copywriter as Gary he creates his company selling zirconium
and calls his the Van Plisse Diamond (I don’t know if I spelled that right) and he wrote a
good ad, but nowhere near as good as Gary’s.

So he buys the same full page ad in the L.A. Times for $30K and gets back somewhere
around $27K which doesn’t even recoup his costs. Now Tactical Gary sent out his
diamond is some crappy little box and left it at that. Strategic Chase sent his a beautiful
rich velvet bag along with a couple of letters.

The first letter is a thank you letter expressing gratitude to the buyer for placing their
trust in him and tells the customer that what they’re about to see is magnificent however
he warns them that they might be a little shocked because their stone is probably going
to be smaller than they thought it would be and it’s not because they’ve been cheated but
because this magnificent stone has a higher density which means its heavier and how
when our clients see that they’re impacted and first feel a little disappointed and then
they’re amazingly impressed with the quality and then feel the urge to get their hands on
a larger stone and go to a jeweler and get it set. This is a lot of work and since we’ve got
contacts all over the world, we’ve taken the liberty of getting 5 karat, 10 karat, 20 karat
stones and presetting them in beautiful 14 and 18 karat settings and because you have
shown blind faith trust in us, we would like to encourage you to send your stone back
and we’ll trade it up and give you double credit and we’ve already included a pre-paid
return box and a catalog.

This “strategy” led to him making something like $25 MILLION dollars on
the back end. This, is the difference between being strategic and being
merely tactical.

Quick 5 Minutes of Jay On Power

Partnering/Strategic Alliances
Someone out there has already invested years, time, money, infrastructure, intellectual
capital, human capital, and good will to gather customers that are perfectly suited to buy
what you sell.

Probably multiple people have. And some of the people might even be your competitors.

These people could be selling what people buy right before they buy what you sell or
right after or at the same time.

Making Money On All The People Who Said, “NO.”

Jay went to a competitor one time and looked and saw that he was spending a couple
million dollars, selling 2,000 people for $10 grand a pop and not selling anything to the

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other 38,000 inquiries that came in that he was investing 90% of his money in that had
declined his offer.

So Jay got this guy to send a letter Jay wrote saying, “We were so flattered that you
contacted us first however we were disappointed that you didn’t follow through. We
presume that this is for one of three reasons: 1) The timing wasn’t right 2) The
economics weren’t right 3) The opportunity wasn’t right. If you’re still interested in a
opportunity we’d like to introduce you to someone that may have a program (Jay’s
Protégé Program) that is even more appealing because any business, anywhere,
retail/wholesale, professional, for profit or non-profit is a prospect. And you can get an
incredible introduction/immersion before you ever have to commit (the mountain of
audio seminars and reports – grounding material he sends you before the event that are
equal to the cost or more of buying a ticket to the event) and if you want you can check
the whole thing out before you’re committed to buying it and if you do like it and want to
keep it, you can pay for it after you profit.”

And Jay made millions of dollars of this competitors turn downs.

This will be ESPECIALLY profitable if you walk into a situation where these people are
good buyers in spite of being exposed to crappy marketing. That’s why I’m not surprised
at all at Jay’s results because his salesletters/offers are going to be better than 95% of
the people he’d ever go up against in one of these instances.

Another idea Jay has had before comes from capitalizing on the reality that when
someone remodels one part of the house and get it looking new and modern, they’re
going to want to piece by piece remodel other parts of their house as well.

So Jay has made money off getting home improvement contractors to joint venture with
each other on their buyers, and also their non-buyers.

Why not take advantage of all the money someone already spent on generating leads
and the 80% of their leads that didn’t convert that they think are valueless?

What Does Your Business Look Like Now Jay?

When Jay started out he worked purely on a performance basis or a modified
performance basis and doing the seminars came as a happy accidental income.

He’s now licensing his body of work overseas and has gone back to not doing seminars
so much but working purely with people he sees have massive potential that are
massively underperforming and if they do great, take a share of the upside.

He thinks of these people as “Long Term Profit Partners”.

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 S E V E N - F I G U R E P R O D U CT I V I T Y

“It is wise to ask someone – perhaps yourself – what you

are looking for, before you begin looking for it.”
Winnie The Pooh

When Dan consults with a person it takes him usually no longer than 20 minutes to
figure out that people aren’t crystal clear on what they’re looking for, not just from him,
but from their business in general.

They have no clear goals and objectives, no benchmarks to measure improvement

against, no measurement of anything really, no tracking of facts that allow them to view
their situation objectively, no accountability, no assigned times just for work, no
scheduled work, and no deadlines.

And then they wonder why they’re confused and overwhelmed and stuck in a rut.

It’s very common for people who are very entrepreneurial and sales oriented to not be
very statistical and math oriented. But business can be summed up as being nothing but
psychology and math and to only favor the psychology half (sales/marketing) is setting
yourself up for trouble.

Most people never give serious consideration to basic statistics like cost per lead, cost
per sale, or even lifetime customer value. You want to be careful to not be a person
who suspects what these numbers are instead of knowing what they are. Belief and fact
are two COMPLETELY different things.

So when no benchmarks exist based on accurate numbers, you end up trying to achieve
an undefined level of performance and cannot measure other than by the end outcome
which by that time is too late. You can correct an outcome. But you can correct your
course.

Letting Time Slip Away

A simple example of not having outcomes that can be measured is how most people set
up meetings with a beginning time but no end time. This act automatically mandates
that every meeting is going to take longer than it needed to.

And this habit extends to everything and strangles effectiveness AND efficiency across
the board. People who do this are fond of saying time has gotten away from them and
the tone implies that they can’t be blamed for this. Wrong thinking.

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If you don’t box in or chain up 80% of dogs, they’ll just
wander the hell off. If you don’t box in time, it will get
away from you and that’s YOUR fault.
When you talk to Kennedy on the phone you know, you’ve got 18 minutes and that more
likely than not at minute 19 someone else will be on the phone with him. When this is in
your head, you first, prepare for the call, and second, you don’t mess around on the call.
You get business handled and you play when it’s play time in a play environment.

18 minutes can be productive if you prepare for it.

People who don’t make seven figures a year can afford to be sloppy with time and sales
practices, marketing and a lot of other stuff. And that’s part of the reason why they don’t
make seven figures is because they of this sloppiness.

When you decide you’re going to gun to be in the top 1% of people in your
niche and country, you’ve got to treat time differently than everyone else,
including some of the successful people you see.

Moving toward an objective in a time constrained manner

is one of the important skills you can ever acquire.
And this skill can carry over to help you sell more.

One of the big mistakes that people make when selling from the stage is go too long and
then they cheat the pitch at the end. And then they’re stuck with crappy results.

If you ever write advertising for a closed space environment – full page ad in a
publication or for an infomercial or something like that, you HAVE TO have an
appreciation for getting everything that is necessary and no more.

In order to get an extreme income, you have to have extreme productivity which
requires you to put yourself under extreme pressure and you have to not let that
pressure bother you so that it can help you perform at a seven figure level for pretty
much every minute of every day and every meaningful measurement of movement
towards the outcomes you set for yourself in your business.

If you want make a million dollars or more a year, each of your hours has to be worth
thousands of dollars.

So if you’re raking leaves, or if you live in the desert and you’re raking gravel, or you’re
doing any kind of yard work NOT because you feel it’s a leisure activity that is pure
orgiastic pleasure for you, but rather because you’re too cheap to pay a neighborhood
kid or some homeless guy $10 bucks an hour to do it, you’re telling yourself, the people
you work with and the universe that you don’t want to be a millionaire.
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If you’re committed to an ambitious outcome, you first
need to axe out of your life all the activities that are getting
in the way of you having time to focus on the things you
need to do in order to get what you want.
Productivity is about controlling yourself and controlling your environment/working
conditions.

If you’re a person who cannot get anything done unless there is nothing distracting you,
go get an office with a table and chair – no bullshit distraction devices like TV and
preferably leave your phone off and severely restrict internet activity directly relevant to
the project you’re working on now.

And if you’re just so weak that you can’t resist the internet but yet you have to write stuff
– content or sales copy, go get yourself a lap top that won’t allow you to do anything on
it but write that won’t even access the internet. Some writers can admit that if they
didn’t use one of these, they could get done what they need to get done.

Most people won’t set up their environment in a way that overcomes their weaknesses
and frailties and allows them to get the best results possible. A laptop like this and an
office may very well be the best gift you ever give to yourself.

Controlling How Other People Affect You

If you’ve got the capability of being your own worst enemy, everyone else has the
capacity to be your second worst enemy.

You can’t rely on other people to have to your best interest in mind. Especially if they if
they’ve never been around someone aspiring to make seven figures. People who
operating on a seven-figure level are so rare that “normal people” don’t know how to act
around them.

If people interfere with your productivity, THIS IS ALL

YOUR FAULT - NOT THEIRS.
You teach people how to treat you so you can’t blame people for disrespecting your time
if they have never been trained to behave in a way that serves to help you on your
mission directly . . . or by leaving you alone.

And if people you work with prove to be un-trainable, you’ve got to get rid of
them.

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But everything starts with you deciding that you’re going to teach everyone around to
treat you in a way that serves to further your productivity.

You’ve got to decide to move ALL your bullshit conversations about sports or reality TV
to times specifically set aside as dead zones – 3 hour Sunday cook out at your house,
vacations, coffee with friends, etc. NOT in your office during prime time when you were
supposed to be finishing a project.

Most people invite and welcome distractions from work and so of course most people
think this is an okay thing to do. Especially if they came from the employee world of
having a job or they’re in it now. But if you’re gunning for a seven-figure income, you
can’t think the same way employees do.

Things You Have To Embrace If You Want 7-Figure

Productivity
 Willingness to disappoint, frustrate, annoy and
inconvenience people who want you to play by their
rules – Willingness to be seen as the Bad Guy
If you let people’s butt hurt feelings get in the way of your productivity, you’re doomed.
There is NO getting around the fact that when you start protecting your time, that
people are going to be pissed off.

 Focus on the single task at hand and be able to keep

all non-conducive thoughts that want to interfere, on
the shelf of your mind
You distracting yourself during prime time with thoughts about the fight you had with
your wife last night and you keep replaying what she said to you in your mind, this is
just as bad as the guy dropping by just to talk about the new porn site he found that you
should check out.

The race car driver can’t get behind the wheel for a race and be thinking about anything
but driving or else he’s going to hurt himself and others.

If you’re going to get elite performance out of yourself in your everyday life, you’ve got to
be able to put your focus into a booth that blocks out thoughts and images that aren’t
directly relevant to the task at hand.

It’s highly valuable to have your voice be the only voice

you’re hearing when you’re working on something alone

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like writing marketing or content for example. And if
you’re hearing other people’s voices in your head during
this time and they’re barging in and hijacking the
conversation in your mind and channeling it towards
something that has nothing to do with the task at hand,
well, that just might be a form of clinical insanity.
Are you sane or you nuts? Get your shit together.

 Tests that reveal whether you’re on track or not

Everything we do is guided by rules – who we work with as a client, what we charge, etc.

You’ve had a time when you know you’ve violated your own rules and realized that it
came back to bite you. If you’re self aware at all you know when you’ve done this and
you knew you were doing it as you were doing it.

More likely than not what led to this breaking of rules was some sort of financial
desperation or you are too worried about people disapproving of you if you say no.
The way to dramatically lower how often this happens is to first be conscious of what
your rules and your litmus tests are.

So one of the most critical questions you could ever ask yourself about a person you’re
looking to do a joint venture with, partnership with, investment with, etc. is . . .

Are there three other people who have been in a serious

business relationship with this person in the past, and who
would joyously join them in a new venture if asked again?
If you can’t find three, you’re probably not going to be the first one. 0-3 is pretty bad
odds against you. And 1-3 isn’t all that better.

What’s worse is when everybody and their mom knows the person you’re about to do
business with is an idiot and or douche bag and you go ahead ANYWAYS!

Dan has a litmus test that says if you two are working together and he wakes up three
mornings in a row thinking bad thoughts about you, you’ve got to go. Working
relationship done. Cost and embarrassment resulting from doing so are of no
consequence.

Are you running a pro-game or an amateur game?

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One client Dan did work with before had a phone room he was driving leads into and he
would walk in the room every morning with a bat on his shoulder before they started
taking calls and say, “The phone’s are gonna start ringing soon and here, we play three
strikes and you’re out. If you take three calls and get zero appointments, you can pack
your shit up and leave. We paid too much to make these phones ring for you to not be
turning them into appointments.”

That’s an example of work environment litmus test – 3 calls – no sales – get

out.

Trying to turn a loser into a winner is something you might not have the time nor the
money to do. So in this context, you’d want to let someone else be the nurturing little
league coach for the clueless and you can stay in the game of working with and sifting
and sorting for the sales person equivalent of a college athlete with natural or trained
skills. This person is worth working with to improve to get them to the pro level.

And this 3 strike, pro level thinking rule can extend to everyone you work with –
advisors, vendors, etc. Only meteorologists can be wrong/ineffective/inefficient 90% of
the time and still get paid. You shouldn’t be in the business of paying money to people
who are wrong more than they’re right.

 Evaluation of decisions as to whether or not they’re

they will move you towards the prize or not

 Extreme appreciation of and attention paid to all of

your minutes of the day

 Ruthless intolerance for incompetency and the

disregard for your time
Dan believes that if you have a relative that can’t support themselves, you giving them a
job or creating a business for them or loaning them money ISN’T going to help.

There’s a reason they can’t support themselves (especially if they’re over the age of 40)
and it’s not a lack of opportunity unless they’re like one of the most doomed persons on
the planet and if that is the case, your charity isn’t going to help. It actually might be
getting in the way of them pulling their head out of their ass.

Rather than giving this person a job or creating a business for them or giving them
loans, just support them. It’s cheaper financially AND psychologically. Dan has a
relative like this that he bought a house for, paid for everything.

You want a mis-matching person in your life who you can pose emotionally driven
questions to like, “Should I hire my brother?” or anything else that doesn’t include

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bailing him out of jail and giving him money. And you want to tell them their job is to
talk you out of it.

Firing people you’re close to makes your personal life hell. You know this if you’ve ever
hired a friend or family member and it just ended up being a disaster. It’s cheaper
psychologically and financially just to support them.

YOU HAVE TO BE COMPETENT. You have to be or else

you don’t get paid, or worse, you go into debt.
It does you no good to put up with anyone who is consistently incompetent.

 Responsibility for holding yourself and others

accountable

 Immunity to criticism and judgment

You have to be willing to be seen as not being a very nice person.

If being seen as a nice person by everyone is a must for you, you can forget about
making millions consistently.

There’s a new trend that has reared its head where businesses are being judged as
successful or not by whether the people working there are happy or not – “Best Places
To Work” contests.

Dan believes everyone who visits Disneyland should be happy. But if you work there,
nope, they’re supposed to look happy; not be happy. He believes ruthless accountability
rules. If a person is on their shift at Disneyland and a metric wasn’t met, somebody is
getting sat down and talked to.

On the Peter Lowe Success Tour, if you were a secondary speaker and you had a bad
date, you had to go. Why? Because they couldn’t afford two bad cities in a row so Peter
let MATH rule, not his desire to be seen as a happy employer and because of this,
millions upon millions were made.

 Willingness to invest in time and productivity

This includes the environment you put yourself in – renting yourself a one room office
where no distractions come in.

Bringing on talent is another example of investing in time and productivity.

Notice I said talent; not help, not employee, not just any person. You need
TALENT and you need to be willing to invest top dollar to get it.

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COMPETENCE MATTERS. Paying 50% more and being off to the races is FAR better
than paying 50% less and having to babysit and correct over and over and over again.
Time is too valuable to trade away for bargains.

Flying private is an investment in time. Taking one day to fly as opposed to two is HUGE
if you want to make over a million dollars a year. 10 unproductive days spent schlepping
through airports and flying is too many. If too many of your work days are lost, you’ll
never be able to make up the variance and you’ll come up short.

A day should be valuable to you. When people waste your

time, this should upset you and you shouldn’t stand for it.
There is no room for being forgiving about your time at the
seven-figure level.

Enhancing Productivity – “I’m trying to live my life

without being present”
You can’t delegate everything. You don’t want to delegate everything.

There should be some VALUABLE activity in your business that your presence and
attention is required to address. Kennedy feels that if you don’t have this, you don’t
deserve to be making over a million bucks a year because the people doing everything
should be making all the money.

An example of this is Rush Limbaugh trying to delegate himself out of his radio show.
People won’t tolerate this. And if for some dumb reason he proved that someone else
could do his job, someone else will be doing his job.

You need to know what the main reason for all the money coming to you is.

Dan Kennedy’s newsletter is the lifeblood of his business. All profit sources pour from it.
He can’t delegate writing the content. And he believes that if you tried to mimic his
business, you couldn’t either – not if you’re actually talented.

Only you can know all the angles for what would serve your audience best and your
business best – a ghost writer can’t.

Some stuff shouldn’t be delegated. The more important it is to the actuality of money
flowing to you, the less likely it is that it should be delegated. The more it is taking away
from an activity that leads to money coming to you, the more likely it is that it should be
delegated.

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Example of something that should NOT be delegated for a freelance copywriter: The
writing which includes the research.

David Ogilvy’s Rolls Royce ad, his most famous ad, came after he spent 3 weeks doing
research on and talking with the engineers about the car. He didn’t spend 3 weeks
talking to the marketing people. He went upstream to the source. Had he not done this,
his mind would not have had the raw material available to give him his now world
famous headline.

Dan pointed out to Greg Renker, of Guthy-Renker infomercial fame, that all the people
calling in at two in the morning buying stuff from his infomercials are in Wal-Mart and
that he needed to go spend time walking around and people watching there if he wanted
deeper intelligence on who his perfect prospect is.

What Is Below Your Pay Grade?

Donald Trump still signs every check his company pays out. He doesn’t write them out
but he hand signs all of them. You SHOULD be writing them out and signing them
because it’s highly improbable that you’re writing the volume of checks as Trump is.

Overseeing the checkbook is NOT below any business

owner’s pay grade
People that delegate the checkbook either a) lose a shit-ton of money to embezzlement
(maybe so much that it sinks them) or b) they have little to no profit in their business
because their overhead is chipping away it and if you’re not looking at the numbers and
seeing that you’re paying way too much for certain stuff, the money will get away from
you. You’ll profit will be chipped away to almost nothing.

Another commonality of people who delegate the checkbook is that they also don’t take
the time to look at financial statements either. Their primary concern ends when the
check the company writes to them has cleared.

Inquiring as to whether someone is on top of the finances in their business is a good

indicator as to whether they’re on top of all the other important areas of their business.

If someone is sloppy with the money, there’s a very good chance this isn’t the only
crucial area of their business that they’re sloppy in.

Reading mail/correspondence from customers that has

nothing to do with orders, payments, etc. is NOT below
any business owner’s pay grade
Complaint letters, fan mail, success stories, etc. should not be delegated.

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It’s especially common for a big growing business to have someone else go through this
stuff. YOU LOSE A SENSE OF WHAT’S GOING ON WITH YOUR PERFECT
PROSPECT FASTER THAN ANYTHING ELSE YOU COULD DO BY DELEGATING
THIS CORRESPONDENCE.

If you see one cockroach, you know there’s a thousand of them.

When Dan gets a letter where someone is conveying how they also had to overcome
alcoholism like Dan did, he sees he’s struck a vein and he might give more attention to
that part of his story/content in the future because he sees it’s resonating.

And if you get one complaint about something, you can rest assured a shit ton of other
people aren’t happy about it as well and YOU NEED TO JUMP ON FIXING IT. Or, you
can avoid it and end up going to jail just like Gary Halbert did.

When you become a new member in GKIC they give you a questionnaire to fill out and
Dan sees a lot of those. You never want to lose a sense of the fears, the frustrations and
the desires of your perfect prospects.

Another benefit of checking out the correspondence with your business is to get a pulse
of what your staff is up to.

If your staff can cover up bad news or sneaky shit they’re doing to customers, they will.

Problems don’t usually get brought to your attention until they’ve reached the
emergency level. And this means that by the time your staff lets you know about an issue
a customer has, it’s one step away from being a lawsuit. NO GOOD.
Some of the best seminar feedback Dan has ever gotten has come to him as the result of
him having Lee Milteer camp out in the stall in the ladies room during breaks and
eavesdrop on what is being said. This, and when people are drunk are two times when
people are going to be truth telling. Truth telling is valuable to you.

You want to be seeing ALL the customer feedback you’ve got to randomly dip into it
unexpectedly - frequently.

Enforcement is not above your pay grade either

One example Dan talks about is when a person spends half a million dollars on media to
run an infomercial and has a call center taking the thousands of calls coming in and they
just leave it up to the call center to make sure all the workers are reading the script right.

You think these guys are gonna be paying peak attention to what their workers are doing
at 2 o’ clock in the morning AND THEN want to deal with the confrontation of telling
you that their people aren’t doing their job?

NOPE.

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80% of the leads that call in don’t buy. Why? Because the people taking the calls were
horrible AND hardly supervised – they’re actually talking people out of buying.

By the way, this is why if you’re dealing with a call center, you should be getting all the
unconverted lead’s address so that you can mail them your own sales letter that
hopefully answers the prospect’s questions better than the telemarketer did.

He says you want to be calling multiple times mystery shopping playing prospect to see
if these people are saying what they’re supposed to be saying and doing what they’re
supposed to be doing. You can delegate some of this, but never all of it.

Productivity is about deciding which factors in your

business make a major contribution to your business
income and then PROTECTING those.

Speed In Your Business

Speed comes from mastery (unconscious competence) of two or more
critical competencies in your business.

Dan Kennedy doesn’t need a swipe file in order to produce world class copywriting. He’s
reached the point where there’s so much in his head that he can ask his subconscious to
work on copy while he sleeps and wake up in the morning and have copy pouring out of
him. This is unconscious competence.

You need this in two or more areas of your business that contribute directly to a high
income.

Mastery of a skill can become a self-fulfilling contributor to

speed and wealth.
Think about how when Dan mastered copywriting he put an end to taking bad projects.
He also put an end to having to take on idiot clients that he would’ve before because he
needed the money.

He put an end to having to cold call prospects (they seek him now and this saves him a
shit load of time and worry). Marketing takes up a ton of time, which is why people are
fond of saying they don’t have time to do it.

So imagine how much time is freed up when you only have to do a little of it in order to
have your perfect prospects seek you out. And what’s cool with Dan is that he attracts
SMART clients who give instructive insights to Dan that help him do an even better job
for them.

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With smart clients you no longer need to sell them on using a salesletter in the first
place, then do it and then sell them on using again once you present it to them. THAT
traditional process of going back and forth fighting with clients to keep them from
screwing up what you wrote and actually use it takes up a ton of time.

Now Dan no longer has to go through 18 pages of notes and questions a client gives him
on copy he wrote. His smart clients don’t ask him dumb questions or put up idiot
objections about what he wrote. This saves a tremendous amount of time.

It is important for your mastery to be recognized

This is HUGE contributor to speed.

Convincing people of what you’re going to do and why it’s the right thing to do takes up
a TON of time. Imagine what your life would be like if you never had to do that again.

You tell somebody to do something and they go joyfully go do it. No questions except for
those on how to execute the right way. You can see how this would be a major
contributor to speed and sanity.

The game of life is rigged in favor of the masters. They get

the first choice of how they want to do business and who
they want to do business with. Can you see why you want
to have two or more areas you’re not just a master of but
also recognized as a master at?
Everybody in life wants to give the best opportunities to the acknowledged masters.

Would you rather say you sold your company to, world famous investor Warren Buffet
or Larry Spadotz – some dude no one has even heard of. Even if you were getting less
money from Warren, you’d probably still sell to him. Especially if you’re keeping a piece
of it.

When you’re a master people bring you the best deals, more choices and the smartest
people are eager to work with and for you. You get the first draft pick in every important
area you’re recognized in.

Guthy-Renker has mastered creating sustainable businesses in consumable products

with infomercials. They have mastered skin care and cosmetics. And it’s no surprise
that they see ALL the best products first. And people come to them; they don’t go to
anybody.

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This is a winning position to sit upon. The competitors in second, third and fourth place
are scraping for the crumbs these guys don’t want and they have to fight and haggle
throughout the whole process of getting these crumbs.

And when you see “Presented by Guthy-Renker” on the infomercials, this is the reason
for that. They want to make sure EVERYONE knows they’re the first ones you come to if
you want to sell your product with an infomercial.

So you see, you want to be known for at least one thing

that are you are SERIOUS student of and go about the
process of mastering that skill set so that it reigns
supreme. And one thing to keep in mind is that if you have
a business partner, it’d be stupid for you to both master
the same thing. Why not have two separate skill sets you
reign supreme in rather than one?
Jay Abraham is a master of positioning himself. The mastering of this skill, as you saw
from the copy from his salesletters above is what is responsible for so much money
flowing to him.

Kennedy says there’s probably a hundred people who are as good as Jay is at identifying
opportunities for optimization in a business. And most of em are holed up in some
cubicle working some job for $60K a year.

But there is almost no one on the planet who is as good as Jay is at positioning for
maximum response from his perfect prospect.

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 SEV EN - FI GUR E A B I L I T Y T O
OVERCOME OBSTACLES

When someone admits to the need or the appropriateness of a particular change,

strategy or action and then does nothing to put the change into motion, procrastinates
endlessly about it, or finds reasons not to do it over and over again, their failure to act is
much more often the result of internal emotional resistance; not external
resistance.

Here’s an example of the difference between internal and external resistance . . .

EXTERNAL:

 The conspiracy of the slow, the ignorant and the incompetent

 Authorities interfering with progress by telling you, “You can’t do that”

 The culture you live in and the thought and beliefs of those living in it

 Actual limitation on resources

INTERNAL:

 Allowing yourself to be surrounded with slow, dumb, idiots

 Laying down for the authorities who tell you, you can’t do that

 Laying down and surrendering to there being a limitation on

resources

 Complacency

 Denial

 Sloth

I love this passage from the awesome book “The War Of Art” which I highly recommend,
as I presume Dan would as well being that he quoted him in the exhibits, to everyone
with a pulse . . .

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“Most of us have two lives. The life we live, and the unlived life
within us. Between the two stands Resistance.

Are you a writer who doesn’t write, an artist who doesn’t paint, an
entrepreneur who never starts or follows through on ideas?

Have you ever brought home a treadmill and let it gather dust in the
attic? Then you know what resistance is.”

Ultimately, your story determines whether or not you let resistance keep you down.

Your story might be about your poor upbringing and childhood experience, your lack of
education or training or talent or skill, your chronic bad luck, unfair competition in the
marketplace, you being better qualified than others who are doing better than you are so
they are charlatans, your unsupportive spouse, your idiot partner, your low metabolism,
your uncontrollable urges, or the place you live.

You own your story and are deeply emotionally attached to it, unconsciously committed,
derive great practical and psychological value from having it and using it daily as an
excuse, as permission, as a shield, as security, and you have polished it to perfection and
quite probably have come to believe that it is reality.

To move forward, at some point, you must give up your

story.
Others can help make you aware of your story through personal growth processing,
through intervention and confrontation, through therapy but only you can give it up.

Here’s a list of behaviors that internal resistance leads you to

indulge in . . .
 Procrastination

 Addictions

 Unproductive/unconstructive associations

 Self-imposed drama

 Victim-hood

 Deflection of responsibility to something outside of themselves

Dan believes in the position put forth by one of the success gurus of past that we all have
a internal agreement with ourselves that tells us how good our life is supposed to get.

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You can think of this as a specific setting on a thermostat. And when we exceed this pre-
determined success level, we unconscious go about knocking ourselves back down to the
level we feel we belong at.

And this leads to the . . .

Commonalities Amongst Those Resisting Seven-

Figures
1. Money Issues
Dan never ceases to be amazed at all the idiot ways people use to stop money from
coming to them.

And 99% of the sabotage can be attributed to internal mindset stuff – not external
conditions or people.

Dan recommends everyone read a book titled No Limit: The Rise and Fall of Bob Stupak

This is a story about the man who created what Dan believes to be one of the greatest
marketing offers ever and when Dan was looking at doing an infomercial with him back
in the day, he told him . . .

“Nobody has a gambling problem. The problem is a losing

problem. You have to understand that contrary to every
piece of wisdom stated about Vegas, it is possible to come
here and not lose. There’s a number of ways you can come
here and not lose. First, you could come here and not play.
There’s all kinds of other shit to do here. Secondly, you can
come and if you use a basic strategy at blackjack and if you
do not deviate from this basic strategy, 9 out of 10 times
you will not lose. You will break even or win a little money.
And there’s 5 or so other things I could teach you about
not losing while gambling. But in Vegas, we have trained
the customers that they’re gonna lose – that a) they’re
SUPPOSED to lose so they EXPECT to lose; they come
here to lose and b) to be happy or at worst, feel neutral
about losing. Think about how there’s bragging rights in
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how much you lost. Yes, we do rig the games, but we don’t
even have to. They’d lose anyway but it would just take
them longer to do so. But lose they would. If they win, no
matter how much they win, what happens? They keep
playing and they bet it all back.”
So Vegas has conditioned people to set their thermostat to a “lose” setting. They have
made an agreement that by the time they have left, they will have lost all the money
they’ve set aside for gambling. And more often not they exceed this amount and lose
even more.

Millions of people come here not thinking they have a chance to win; which the word
gambling implies, but instead show up defeated and determined to lose a nice chunk of
money.

Even if fortune shines on a person with this mindset, they’ll still find a way to lose.

There are things that are necessary for being a winning gambler: loss limits and win
limits.

So when Dan used to gamble on horse races full time making over $100,000 dollars a
year doing so, the major contribution to making this possible was that he had an
agreement with himself that said when he went to the track on Saturday and lost X
amount of dollars, he left. And as soon as he won X amount of dollars, even if it was the
first race, he left – even if he’d flown from Cleveland all the way to New York, rented a
car, etc.

The key to staying prosperous in this game is win and loss

limits.
Most people can’t leave –whether they win or lose and this is how they get themselves in
trouble – the end up betting all the money back and in some cases, losing more than
they planned on betting originally and let this losing session actually put them in debt.
And this mindset problem will screw up even the smartest gambler with the best
strategy.

So luck doesn’t do people in as much as un-resourceful thinking and behavior does.

People’s deep seated expectations of losing when they go the track or go the casino make
this okay. Everyone shows up to these places with a budget of what they’re going to lose
and even if they do win, they modify their behavior and start doubling up, parlaying,
betting more, or something else that gets them back to the setting on the thermostat
where they feel comfortable. And the universe responds to their wishes and sends them
home broke.
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This is an example of a thermostat that is set up by others that people
comply with.

One lesson to be had here is that as a marketer, you can set people up to have a certain
set of expectations that will guide their behavior in the relationship you have with them
– this is what Jay is a master of – but more importantly is to focus now on the
thermostat levels you’ve set yourself at.

What Level of Money Is Your Thermostat Set At?

What you feel is “right” for you to earn will affect how much you charge, what you will
sell, how you will present yourself and your wares, how you sell, how you market, who
you go after as a client, etc.

This could happen with a consultant who is attracting $50,000 dollar clients with their
system when they could very easily use the same system they’re using now to start going
after clients that could give them $200,000 dollars. They know this opportunity exists
acknowledge the opportunity for 4x as much money is ripe for the taking and yet they
never take the leap.

This isn’t about reality or lack of money or bad economy/government or any other
external factors people like to blame their problems on.

2. Emotional Issues: Are You A Butt Hurt Little Baby?

How sensitive is your little ego to other people’s opinions, perceptions, criticisms,
gossiping and outright slanderous attacks?

To the degree your ego is able to withstand all of this, will determine whether or not you
act courageously in your life and are a source of inspiration to others.

Do you pull your own strings or do other people pull them for you?

Most people are dramatically impacted by what other people think of them to the point
that it paralyzes them into inaction or reaction.

Your ego’s sensitivity affects everything you do from how you interact with
others, how you manage the people you hire, how you manage clients,
vendors, the media, your peers, customers, ALL of your relationships.

“Sam Walton is less afraid of being wrong than anyone I’ve ever known.”

David Glass, Once upon a time CEO of Wal-Mart

3. Fear of Change And All That Comes With It

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This could be being afraid of relationships shifting or in the new set of actions you have
to embrace or at the base, the change you have to make to your beliefs.

All the fears you have about things changing are 100% true.

When you change, things have to change. And more likely than not, when your income
rises, the people in your life will NOT be happy nor proud of you and of course this leads
people to feel that they’ve become a target of ridicule.

Nobody who feels left behind is going to be happy about

your making progress. Only people secure in their own
forward progress can be happy for you. Everyone else is
going to think you’re lucky, wonder how an idiot like you
hit it big, and think they should be the one to have gotten
the break; not you.
So not only do you become a target of ridicule, but also mooching from not just family
and friends but also the government and then don’t forget about the envy that will come
from thugs who see what you want and wish to take it by force – street criminals
wearing ski masks holding guns and government criminals wearing no ski mask but still
holding your freedom hostage, gun in hand if you choose to resist (top 1% of income
earners at time this was recorded were paying 57% of all income taxes collected and the
bottom 95% are paying less than 40%).

These fears are rational and valid if you’re hauling in seven-figures.

4. Not Willing To Do What It Takes And Won’t Admit It

When you can’t admit that you’re unwilling to do what you’d need to in order to make a
seven-figure income, it’s very easy to give into denial and this is the gateway for self-
sabotage to make sure you never reach or sustain a high level of success.

It’s okay to decide you’re unwilling to put in the work and strengthen your immunity to
criticism and risk so that you can earn seven-figures.

What is not cool is to be dishonest with yourself. When you’re radically honest with
yourself you can give up false objectives which free you and others from confusion about
your internal conflicts and this helps free you from going through motions in pursuit of
an outcome that opposes your true self and what you really want.

But if you do truly want to be in the top 5% of income earners, you want to
dig in and get congruent which means doing what you say you’re going to
and want to do.

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Most people have their head up their ass when it comes to knowing the requirements for
making and maintaining an elite-level income. They have these idiot ideas in their head
and are fed a bunch of bullshit that says there are no practical requirements – they
believe instead in luck of the draw, luck of paternity, being in the right place at the right
time, or in talent and skill.

There Is No Shortage of People Who LOVE Roasting A

Seven-Figure Earner
Oprah is one of the most widely known and loved celebrities on the planet and this is
why she makes more money than 99% of people on the planet. But guess who gets
crapped on more than any other celebrity? Oprah.

Oprah’s career has been one assault on her character after another. Martha Stewart is in
the same club. Rush Limbaugh as well who has been on the radio moving mass
segments of society into action for over 20 years now.

But unlike Oprah and Martha, Rush exists because of the attacks on him. You could call
him an Anti-fragile being – a person who thrives on disorder as opposed to simply
withstanding it or simply falling to pieces under the pressure of ridicule and scorn.

People who reign over a seven-figure income for decades

believe that the only opinion that matters is that of their
raving fans who give them money. No one else’s opinion
matters.
They realize that there is value in having a massive group of people who hate them,
make fun of them, and will never give them money. This serves as an enemy for your
raving fans to fight with WHICH THEY ABSOLUTELY LOVE.

Seven-Figure kings and queens who rule over their niche for decades are rock solid
extreme when it comes to sticking to their positions that their fans love them for.

“You don’t have to be an asshole

but you have to be okay with being
identified as one especially by
those who aren’t your fans.”

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 Dan Kennedy
IF you don’t get mail from time to time where someone gets on their high horse and says
that you’re going to hell for doing what you’re doing, you’re not doing very much out
there in the world to put forward your position.

Dan gets this kind of mail. Oprah gets this kind of mail. Deepak Chopra gets this kind of
mail.

It’s easy to see how someone with a polarizing position such as Rush Limbaugh can get
hate mail. But even the seemingly most inoffensive messengers – Deepak Chopra? - get
it too.

People love to run their mouth. When Dan told his newsletter subscribers he was
thinking about writing a book purely on the topic of dealing with criticism, he got a
swarm of responses people encouraging him to do and telling him stories like this from
a man who owns a auto repair shop . . .

“I recently ran into a technician/co-worker from way back. He laughed about my TV

commercial, which by the way is a testimonial-infomercial type ad. He said I was an
idiot for doing a 150% money back guarantee. I would love to tell him that my
accountant just told me that profits are up 800% from 3 years ago and that he’s never
seen anything like this. Also, the local big mouth competitor of mine told me that other
shop owners were laughing at me as well and about my loaner car program. Now the
tech from down the road says when he stopped by and gazed at my fleet of six loaner
cars that he doesn’t understand how I did it. I’ve been heckled in the street, picketed,
had a $100,000 in used cars stolen from me, been vandalized, criticized for price by
competitors, been told my Christmas toy drive for the Salvation Army was just a
publicity stunt, criticized for marketing promotions by my own employees even though
they will cash the paychecks with the proceeds from the same promotion, criticized for
working from 7 in the morning till 11 at night for years by friends who now take me aside
and ask me to lend them money. I am now a self proclaimed celebrity expert in
the field of taking criticism.”

So, see, you don’t have to be making billions of dollars to bring the hate down on
yourself by defying the odds and succeeding wildly in your business.

Criticism is a certainty. Your response to criticism is uncertain. And how you respond to
someone calling you an asshole will greatly determine whether or not you struggle or
you succeed.
THE EXERCISE

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Tell someone what your business looks like now. What do you like about your
customers? What do you not like about them? Where do they come from now? How
much do you work? How much do you earn? How much time do you take off?

Tell someone what you want it to look like three years from now.

HERE’S THE ULTIMATE QUESTION: Why doesn’t

your business already look like this? List all the reasons.
Most of them will probably be shitty and weak and you’ll
be able to admit this to yourself when you’re looking at
them on a piece of paper.

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 SEVEN-FIGURE PERSONAL PHILOSOPHY

Here is the secret personal philosophy that is shared by highest earners and wealthiest
individuals who have earned their wealth (not inherited or lottery won) . . .

“Be a man who in his secret thoughts believes

himself SUPERIOR TO MOST MEN, thus deserving of
great wealth and power.”

Andrew Carnegie
When you figure out ways to be superior to other people with actual ability or
perception, you must believe in your personal brand of superiority.

But many people struggle with this one just as much as they struggle with coming to
grips being seen as an asshole by large segments of society.

And yet, if you want to be one of the top earners on the planet, this feeling superior to
others in some deserved way is essential.

When Kennedy thinks of “superior” he thinks of it in a bigger and broader way than that
of having studied something more than someone else or having a specific skill set. He
means feeling a sense of superiority over most other people as a person.

The argument for this is that you have made yourself superior to another person in
nearly every way that is of substance. This doesn’t mean you have a better job or more
money. It means you’ve learned more and disciplined yourself to use more of what
you’ve learned in order to have more real world actionable wisdom, a better body, better
relationships, and more money than the average bear.

It can be said that pretty much anyone in America who has a low income,
has this low income by choice. And this could be thought of as harsh if you
have family that has a low income as I do.

But the reason this makes sense is that there is no shortage of opportunity in America.
None. Think about how a guy built a mega-profitable business (1-800-gotjunk) out
driving around and hauling trash out of people’s houses. Who couldn’t do this?

Dan points out that there is some stuff that not anyone could do, let alone
get up and going quickly. And he points out that there’s nothing he does

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himself that if someone prepared themselves to do it, couldn’t be done by
anyone else.

The reason he can say this with 100% certainty is that everything that he now gets paid
large amounts of money to do – at one time he sucked at it. He didn’t have some natural
talent or some big bank roll to get him running out of the gate.

So he feels that if he could work on all the skills he has and get good at them, so could
the guy bussing the tables at the local Denny’s. And hell, they could, if they applied their
initiative, do it faster than he could because of all the tools and resources available these
days.

This means there’s only one reason that one person who
has earned their own wealth on their own has a higher net
worth than someone working at Denny’s – they’re superior
in many ways including choices they’ve made and do
consistently make.
The quality of the choices you make either entitles you to all the wealth you could attract
and take, or not. This isn’t either right or wrong but is merely reality.

Only when you believe in your superiority with your whole heart will superior rewards
come to you. And the surest way to convince yourself of your superiority is to actually
create and own it. The last thing you want to do is have a sense of superiority based
purely on arrogance (read: trust fund babies) so you need to get your ass to work on
becoming a master at something and becoming known by the right people as being a
master of it.

The FTC’s mandate that you can only make claims about what you sell based on what
the average results people get are. Well, this is shit because 80-90% of people that buy
something that asks them to actually work with it and take action, don’t do shit,
especially for any sustained period of time. A more accurate assessment would be
an average of the people who actually fully used what they bought.

Think about how if you stick with a program like Weight Watchers and keep the weight
off for 12 months and 1 day, you’re superior to 99% of the people who ever try to lose
weight based purely on you having discipline. And the 99% failure rate isn’t a matter of
can’t; it’s a matter of WON’T.

Well, since most people are mental midgets by choice; not by capacity, this isn’t that
much to ask of you to do in your profession of choice. No one is asking you to cure
cancer here.

There’s a ton of stuff to pick to become masterful at and purely by being willing to work
at it, you can take yourself to the top.
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Dan gets a tremendous sense of pride from looking around at how people get bad results
because people he competes with won’t work and they don’t know how to work and how
what they think is working is laughable. He can get an immense sense of
superiority based purely on being willing to work. That’s not too much to ask for
is it?

Direct marketers have found that the majority of people who buy supplements can’t
even finish a 30 day supply of them. This insight has led them to see that continuity isn’t
their best option but front-end loading is the way to go. So now you see the options as
being a 6 month supply and a 12 month supply and an 18 month supply. This is a
brilliant adjustment to the reality of the market.

Once again, you taking a nutritional supplement for 31 days makes you superior to the
99% of people.

So go out and pick 3-4 things and channel your energy into making yourself superior in
these categories.

When you do this, you will come to have a sense of

disdain, disapproval, disgust and perhaps pity for the vast
majority of people around you because they continue to
stay stuck in behaviors that are not satisfying to them, not
beneficial to them, not leading them to any desirable
outcomes and they do NOTHING to get themselves
unstuck.
The only difference you feel when it’s someone you like or love who remains stuck, doing
nothing to move themselves forward is having compassion AND disdain, disapproval,
disgust, and pity for them.

And forget about this idea of respecting everyone; especially elders simply for the sake of
them being your elders. People deserve at MOST, courtesy. But respect is earned by
merit.

But in many cases you don’t want to try to hide your world view and the act of not hiding
it is what will invite people not liking you. The sentence above is an example of
something that won’t sit right with everyone. But a world view should emerge as a result
of you becoming superior to others.

You must realize that being a supreme master, being known as such means you will be
offensive to a great many people as you can’t hide this superior belief in your ability if
you’re actually going to make use it in your life.

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You will be violating a “we are all created equal” justice principle of humanity that has
been beaten into you. We are all created equally but in this world we are not guaranteed
equality nor is everyone equally deserving of being treated equally. And the longer you
stay attached to an erroneous perspective on equality, the longer you’ll stay in the way of
your success.

What Is Your Personal Philosophy?

Dan believes in getting down onto paper or pixel what your 10 part (or however many
parts) personal philosophy is about how the world works.

You will notice that a commonality in people who feel they are superior to
others in a specific area of life do this and they represent it – it embodies
who they are, what they do, and what they present to the market place.

This may be what truly causes people to be attracted to them, others to ignore them and
some to be positively repelled and offended by them.

This philosophy is what people need in order to know whether or not they
can trust you to do what you say you’re going to do and honor your word.

On another level where big money or big commitment of time or risking of reputation is
on the line, people are trying to figure out if you two have some shared understanding,
shared values, shared view about how the world works.

This is why there is no substitute for face to face meetings for certain
transactions and negotiations. This is where the two conversations can
happen and a person can gain trust about the details of the deal itself but
also the unspoken conversation where we put our feelers out seeking out
whether it’d be wise to trust in you as a person.

Some people use their wives to sniff out whether someone would wise to work with or
not because they generally have a better radar than guys do when it comes to gauging of
and summing up other people.

People in general, are more comfortable dealing with someone they’re in philosophical
agreement than they are with someone they aren’t. And we’re anxious to connect on this
level. This means if you want to build alliances with your perfect prospects and other
business partners/owners/people of influence, you need to know what you’re all about.

We all have belief systems, but almost no one puts thought into how they can enunciate
them in the best possible light.

And the last thing you want to do is be like some robot politician who is trying to sing
the perfect, sanitized, fake song in order to get people to like you.

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