NO B.S.

MAGNETIC MARKETING LETTER

AUGUST 2021

In This Issue: Thoughts of the Month:

For Entrepreneurs, School Is Always In
Session P. 1

Adam’s “F The Funnel” P. 3

Why Advertising Fails With Dan Kennedy P. 5

How To Lose A $100,000+ Client, Customer,

Patient Or Member In 3 Easy Steps P. 8

Enjoy Some Great Copy, A Great Product

Experience And A Great Steak Too! P. 10

The Key Discovery Donna Krech Made That

Stopped A Catastrophic Downward Spiral,
Insulated Her Business, And Grew Her
Profits P. 13

What Is Your Legacy Going To Be? P. 15

It’s hard to believe that advertise on Facebook, available are changing

for many kids and families
it’s Back To School time!
...for us entrepreneurs and
top performing business
owners, school should
never be out of session.
Right now I’m in the
middle of learning some
more advanced GoogleAd
and YouTube marketing
strategies that I’ve wanted
to learn and understand
better, even if I’m not the
one pushing the buttons.
It’s likely you’ve been
taken by a Facebook
or Google Guru in the
past. We have many great
Facebook and Google
experts in our community
like Perry Marshall, Bob
Regnarus, Tim Seward
and Brian Hahn.
But for every three like
Perry, Bob, Tim and Brian
there are hundreds or
thousands of charlatans
who prey upon easy to
persuade business owners
who believe they need to
Google or YouTube, but
don’t quite know how
they operate and are
easily preyed upon.
So I’m knee deep in a
few courses right now to
sharpen my own skills
to either deploy on my
own or better understand
some of the opportunities
available for the projects
I’m working on right now.
I often share with team
members that school is
NEVER out if you want to
be a real winner in life.
How many kids do you know
that go to college, they
get the degree or piece
of paper that they so
desired, but the moment
they get out of school they
never read another book.
This was a dumb idea a
decade ago, but today
at the pace the world
moves it’s inexcusable.
Especially in certain
fields where the tools
so quickly. You have to
be learning something
new every day or you’re
getting left behind.
You need to truly master a
craft rather than dabble.
My message to new
graduates is, you think
that the learning is
OVER, but the reality is
that it’s just begun.
At Advantage|Forbes Books &
Magnetic Marketing one of
our core values is “Commit
To Lifelong Learning”.
Those who continue to
learn will earn and grow.
The rest fade away.
Sometimes You Need To
Take The Proverbial
Bull By The Horns
Yourself
If you’ve been subscribing
to the No B.S. Magnetic
Marketing Letter for the
past year or so you’ve
likely read a bit about a
situation that happened at
Page 1
 Calendar
Q3 EVENTS - 2021
MAGNETIC MARKETING BOOT CAMP
THE FINAL MAGNETIC 8/12-13 Virtual; 9/9-10 Virtual
magneticmarketingbootcamp.com
MARKETING LIVE ULTIMATE MARKETING MACHINE 2-DAY INTENSIVE
EVENT OF 2021 with Darcy Juarez
8/26-27 Virtual; 9/23-24 Virtual

WHY ADVERTISING Q3 CALLS - 2021

FAILS & HOW TO DIAMOND CALLS

@ 1pm ET
8/19, 9/16 (with Dan Kennedy)
MAKE YOURS PLATINUM CALLS

SUCCEED
October 13th | 9am-7pm
Virtual/Nashville, TN
Reserve your ticket now at
WhyAdvertisingFails.com
@ 12pm ET
8/25, 9/16-17 (in-person meeting)
MAGNETIC MARKETING IMPLEMENTATION COACHING
@ 2:15pm ET
8/18; 9/15
magneticmarketing.com/coaching
ADVANCED IMPLEMENTATION COACHING
@ 11:30am ET
8/18; 9/15
magneticmarketing.com/coaching

our restaurant last June.
After dealing with the
virus lockdowns and having
no dining room for about
8 weeks we were two days
away from opening up a
section of the restaurant
and in perfect 2020 karma
an 85 year old lady was
coming to pick up a pizza.
She pulled in and instead
of hitting full brakes,
she hit the gas pedal at
full speed and pushed
two thirds of our front
wall in causing $100,000
in damage and a cascading
series of challenges.
First my two insurance
companies fought for a
hundred days to decide
who was going to cover the
claim. Since I own my
building and the operating
Page 2
company, the insurance
companies battled with
each other, while not
communicating with me
about how or when we
could get it repaired.
Finally after an email
to the CEO I got a reply
and movement on the
project within 18 hours.
I’ll leave out a bunch of
the boring details, but
between delays in getting
the permits, troubles
getting contractors,
problems with the supply
chain to get glass and
overhead doors it took 2
days short of a year to get
the entire project done.
As you can imagine, having
the front of your building
covered in plywood, and
our huge sign on the front
of our building that didn’t
work for nearly a year
cost us some business.
The insurance company
of course denied my
business loss claim,
beyond frustrating.
I had my assistant and
CPA schedule a call
with my attorney and I
to discuss. I spent 30
minutes outlining our
business from March 2020
- June 21, 2020 the date
that the lady hit our
building. Then I detailed
the business from June 21,
2020 to the end of year.
Even during the shutdown,
with no dining room,
no party room, we were
growing our business.
As daylight savings began
and the daylight got
shorter in Wisconsin,
combined with the plywood
and no lit sign on our
building you could see
the business flatline.
We didn’t go backwards,
but we for the first time
in our history flatlined.
My attorney reviewed
some of our numbers
that I sent including
the day by day sales
number from our entire
history over four years.
For four years we grew
every single month
until the day she
hit our building.
The numbers become real
apparent starting during
daylight savings.
My attorney sent me back
a short letter explaining
that he didn’t want to
help on the case as
insurance companies rarely
pay on “loss of profits.”
I was steamed. I thought
of engaging another
attorney, but instead
decided to do what
Renegade Millionaires
do. They take the bull
by the horns and get the
job done themselves.
I took a few days to get
all my thoughts together
and write the CEO of
the insurance company
another message.
I’ve included it for
you as exhibit 1.
Within a couple of days
they mailed a check to pay
for the repairs to our sign
that was denied by them.
Within another couple
of weeks I received a
check for business loss!
When you know that you’re
right, and you know that
you have the facts on
your side it’s your duty Growth Leadership
to fight like hell to Lessons Learned From Adam Witty,
get what you’re owed.
CEO of Magnetic Marketing
I’m thankful that I have
a report with my daily F The Funnel. This statement
sales for every single is heresy to some of you. I just
day on one Google Sheet
where it can be accessed finished reading a new book by
in seconds and shared. It ForbesBooks author Jeff Pedowitz.
showed the CEO that I was
organized and knew what If you are interested in growing your
I was talking about. business through expanded customer
relationships, you won’t want to miss
Compare this with the
this book. If your chief concern is
business owner who needs
to sort through paper moving more volume through your
records and shoeboxes funnel, you will hate this book.
of receipts to find the
information they need. A true wake up call, F The Funnel
challenges the very notion behind
Be prepared in advance,
the traditional “marketing
get your house in order if
it’s not already in order. funnel.” Crafted 150+ years ago
to support mass transactions in
Understand your business
a consumer economy, the author
inside and out so you can
makes an impassioned (and
quickly speak about the
facts in situations like smart) argument that the funnel
this and don’t think that should be moved to the trashcan
you need an attorney. and replaced with the “loop”.
We have some great
The author argues the Funnel was
attorney Members like
built upon a simple premise: (1)
Ben Glass, but in this
situation, I felt that Capture the attention of a prospect,
I was my best advocate (2) convert attention to interest,
after my attorney put up (3) convert interest to desire, (4)
a white flag so early. convert desire to action (sale!).
Believe in yourself, The loop is different, it is based
and commit to
lifelong learning. upon converting a sale into an
advocate.
The entrepreneur’s
journey is like a great
roller coaster. Lots of
ups and downs. Lots
of twists and turns.
Plenty of excitement
and unknowns.
Have a great August,
Darin The author argues that businesses
should transform from transaction-
centric to customer-centric,
and the way to do that is to
replace the funnel (prospect in,
sale, customer out) with a loop
Page 3
(customer in, build value, cross
sell/up sell/next sell, never leave).
This book forced me to rethink
how we at Advantage approach
marketing, sales, and service
in all businesses. It might
do the same for you.
What Chess Moves Will You Make?
During the Obama years many
pundits and adversaries argued Putin
was playing “chess” while Obama
was playing “checkers” in regards to
the building Russian/US tensions.
Of course we will never know
and it is not my intent to
have a political debate.
The analogy of chess vs. checkers
is appropriate for entrepreneurs.
What game are you playing?
One of the chief responsibilities
of the entrepreneur is as
visionary of his/her business.
It is your job to craft an exhilarating
and ambitious vision of what your
business looks like in the future.
Think about Walt Disney and his
grand vision of Disneyland and
Disney World. Think about Bill Gates
and his vision of “a computer on
every desktop.” Think of Jeff Bezos
and his vision for “the everything
store” delivered to your front door
within an hour! And of course Steve
Jobs’s vision for “1000 songs in your
pocket” with the original iPod.
I admit it is unlikely that you or I
are the next Disney, Gates, Bezos, or
Jobs, please don’t mistake my point.
It is YOUR JOB to be the visionary
of your business, and you can
only do that by determining what
chess moves your business will
make over the next 5 years.
Page 4
I’ve spent considerable time
pondering that very question.
At Advantage|ForbesBooks,
our grand vision is to build a
company with a Member and
Subscriber base of 100K+ and
annual revenues in the 9-figures.
To do that, we’ve settled on 5 major
chess moves we must make over the
next 5 years to achieve our vision.
For us it is (1) further refine our
“category of one” position, (2) build
out our Authority-as-a-Service
offering, (3) launch a tech-enabled
platform that reaches 100K+
entrepreneurs, (4) go international,
(5) expand to serve large enterprises.
Each “chess move” is part of our
“play to win” strategy and involves
lots of nuance and complexity.
That said, if properly executed,
each adds a healthy 8-figure
top-line revenue stream.
I know to achieve our vision we will
need to execute these chess moves.
As August marks the dog days of
summer where a final summer
vacation or day of respite occurs,
sit back and ponder the question,
what chess moves will you make?
Thomas Edison said “thinking is
the hardest business there is, and
that is why we do such little of it.”
Prime News! I received an innocent
standard size envelope in the mail
hand addressed with live postage
from Ruth Chris steakhouse.
The letter congratulated me for being
“in the news” and wanted to salute
my recognition with a free appetizer.
First the good. (1) A novel idea and
approach. (2) A personalized idea
and approach...it looks like it was
sent by a local marketer employed
by the individual steakhouse.
Now the bad.
1) The “news mention” was
from 2019. I received the
letter in July 2021!
2) The restaurant that sent this
is in Greenville, SC...I am in
Charleston, some 200 miles away!
3) A free appetizer is hardly a
large enough inducement to get
me in their restaurant unless I was
planning a visit anyway (I wasn’t).
Two simple lessons for us marketers:
1) Timing is everything, if you
are late to the party, it is worse
than not showing up at all.
2) Your offer matters a lot...it
should be congruent to the core
customer you are targeting.
Welcome to the Family Backpack. I
mentioned in May being impressed
with a “Welcome to the Family”
backpack I received from a
Membership organization I joined
earlier in the year. It forced me to
question what we were doing at
Advantage|ForbesBooks when a
new Member joined and committed
to a 5 or 6-figure investment.
I took action.
Our new “Welcome to the
Family” backpacks ship August
1. First, an Advantage logoed
Ogio backpack (about $70 per).
Second, an Advantage logoed Yeti
thermos coffee cup (about $35 per).
Next, an autographed copy of
my books Authority Marketing,
Book The Business, 21 Ways to
Build Your Business With a Book,
Lead The Field, and Looking
Forward to Monday (about $25).

Finally, a hand-written
welcome note (priceless).
With shipping, all-in we are
sitting at $150 per box.
In most businesses, we improperly
celebrate (and thank) the
customer at time of purchase.
Don’t neglect this opportunity.
Learn from your mistakes (like
me) and correct this ASAP.
74% of the Global Market is
Outside the US. We Americans
sure are a spoiled bunch.
Often we believe we are the
only game in town.
Yet if you want to grow your
business, you’ll soon discover
that there is A LOT OF LOW
HANGING FRUIT outside of the
shores of the good ole U S of A.
Please don’t misunderstand me.
Marketing, selling, and servicing
customers outside of the US
requires incredible planning,
preparation, and execution.
The biggest mistake American
businesses make is believing if they
simply “plant their flag” buyers
will flock to them. WRONG.
If we are to do business in other
countries, we must adapt and
bend to their buying customs.
The opportunity is massive, and
in many cases, less competitive
and saturated. The US is the
most developed commercial
marketplace in the world.
That comes with pros AND cons.
To grow, your biggest and best
opportunity might be far, far, away.
ADAM :-)
Dan Kennedy On
Why Advertising
Fails and How
To Make Yours
Succeed!
Darin Spindler: Why is it important
that an advertisement has a big idea?
I know that you talk about if you’re
going to bother to think at all, why not
think big? Why don’t we talk a little bit
about the big idea.
Dan Kennedy: This is not a new thing.
It’s just ever more important.
Ogilvy talked about it in the 1950s
with regard to advertising and
advertising is almost always occurring
in a cluttered somewhat chaotic and
competitive environment, if not directly
competitive, meaning, three car
commercials one right after the other,
in the same TV show, it’s competing
for attention at least.
So if you think about ad media,
newspaper magazine, every door,
direct mail, even on the web there’s
a lot competing for attention. There’s
usually a lot of clutter and there’s a lot
of chaos and confusion and there’s a
lot of competition. So one answer is
live with all that and get your share.
If you look at advertising for home and
car insurance way back companies
came up with big ideas. Like Geico’s
50% in 15 minutes, but they weren’t,
they couldn’t protect it. So the copycat
effect happens. And by and large, now
none of the mass advertisers of home
and car insurance have any kind of a
big idea. They’re a blur of sameness.
They’re all saying we can save you
money one way or the other. They’re
saying we can save you about 500
bucks a year and you should bundle
your car and house insurance together.
Cause that way you save more money
and that’s really about it. There is
no big differentiation here between
Allstate and State Farm and Geico et
cetera.
That is okay for them. They’re all
getting their share. It’s a big pie.
They’re also supporting sales agents
and so forth. But again, for many
businesses, that’s not a great strategy.
And its opposite is when you have a
big idea that at least for a period, a
significant period of time, was good
to allow you to stand out and stand
apart from, and hopefully stand above
all of the noise and the clutter and the
competition.
So if you go back to the early years
of Domino’s, “the fresh hot pizza in
30 minutes or less guaranteed” was a
very big idea.
Nobody was really advertising delivery.
They certainly weren’t advertising it
within a guaranteed period of time.
And that literally built the company.
Both historically and contemporarily,
you can find examples like that, where
there is some big differentiation.
There is some fit on a bumper sticker,
reason why this business exists, that is
different from all others.
And that is a very powerful thing in
advertising. When you don’t have
it, people resort to comedy, to
characters, too. Slice of life stories et
cetera, that the reason they’re doing
that is they don’t. There is no big idea
about what they do. If you look at
some products, they give us big ideas.
They are inherent in the product, and
boy, does that make advertising a
lot easier? When it first came out the
Keurig was a big, ideal product. You
don’t have to make a pot of coffee.
You don’t spill stuff. You could have
56 different flavors to choose from. It’s
fresh brewed. You just stick this thing
in here and zappo you got a cup of
coffee.
So it in and of itself gave us the big
idea. Sometimes a guarantee risk
reversal is where you find the big idea
as Domino’s did. Sometimes it is price
which always comes with hazard, but
sometimes it is price. Sometimes it is
in the services that are attached to the
product. Sometimes it is a profound
quality advantage.
Who do you want to get this from? You
could get it from the hardware store.
And go home and install it yourself and
Page 5
hope you got it right. Or you can get a
certified technician who will come and
do a diagnosis that install it, et cetera,
but somewhere you want to find it or
create it if you can.
If you look at a lot of products, the big
50% were sold at our you’ve tested other leads, you don’t really
most recent event. know anything.
Get your ticket, before
And I would wager that part of this has
we’re sold out.
to do with where the leads are coming
from. I can tell you in other niches that

idea is in the story. So if you look at the
My Pillow, all ads for the sheets, right?
The story is about where the cotton
comes from. And it only comes from
the Egyptian Nile and it used to only be
used in super quality shirts and so on.
So there’s a product story there.
Differentiation in it. But one way or
another, this is what you are going to
have to work with. Cause it makes
it infinitely easier to do a really good
advertising.
Don’t Miss The
Dan Answers
Questions
Darin Spindler: This is from a gentleman
named Carl Utter, he’s running Facebook
ads to his lead magnets that he created
in the Boot Camp with Darcy. As soon
as they opt-in for his Painter’s Guide To
Doubling Your Sales Even If You’re Twice
The Price, I immediately sent them to a
thank you page where I upsell for a free
strategy session.
On a budget of only $200, I’ve got 116
opt-ins, nine sessions booked, but zero
those using leads from multiple sources,
including Facebook, have figured out
how to get a Facebook lead to work. So
they continue to use Facebook, but if you
make them rank them in quality, in net
value, the Facebook lead is very low in
the ranking.
So you look at where you’re getting
your leads from, and you look at who
the leads are. So Stephen Oliver could
tell you this about martial arts. Marty
Fort could tell you this about music. You
have real business, people who have a
brick-and-mortar location, and you have

FINAL Magnetic show-ups. What can I do to get a better

people running classes out of their spare
bedroom or their garage.
Marketing Live show-up rate?
Event Of 2021 Dan Kennedy: Look, we actually dealt
In this case, you have people that own
In Nashville with this during the Diamond call earlier
real painting businesses and you have
October today. And when you have a problem like
painters who have fast signs glued on
their ‘ 63 Plymouth pickup truck with three
this, you have to look at three buckets
Reserve your ticket that may be contributing to the problem
different color fenders, one of which is
to our Red, White, rust and are doing jobs on weekends. And
and in which you might find your answers.
Blue and BBQ event in obviously, those are two very different
So one, the first bucket is where you are
Nashville where Dan quality leads.
getting your leads.
Kennedy will launch his So you look in that bucket. The second
newest book! And so if he’s selling a business course to
bucket you look at is the actual message.
people that are painters or own painting
Dan will be hopping Now that you are delivering in this case
companies and generating all these leads
on the private jet and via your free report, you got to know that
from Facebook, my first concern is, how
heading for Nashville! it’s a match with what your leads want,
serious could they really be about their
think they need, or can be educated
There will also be guest business if they’re spending a lot of time
presentations by some into wanting or needing, or scared into
on Facebook, but forget my theory of why.
of Dan’s Most Successful wanting or needing.
You don’t know a damn thing until you’ve
Students including Robin
tested getting leads from other sources, And right at the moment, there is a
Robins who’s Technology
Marketing Toolkit like direct mail to people that own painting timing issue to this because it’s quite
business is located in companies, or an ad in the trade journal, possible that painting contractors don’t
Nashville, Marty Fort, or an ad online at the trade journal’s site, have a marketing problem. They have a
Darin Spindler and more et cetera. competing labor problem.
to be named real soon!
You don’t know anything because you Now, if you’re going to argue price
Get your tickets today at could just be pulling leads that are lousy
WhyAdvertisingFails.com.
increase strategies that could fit. Because
and just curious tire kickers. They fall actually if they got more work than they
We only have about 100 apart at the first place in your funnel could do anyway, they should be learning
seats available in the where there’s actually going to be a price increase strategies. But there’s a
room, and more than confrontation, a conversation. So until
Page 6
lot of skepticism about price increase
strategies. So I usually sell that later, not
early, with the exception of books.
So you gotta delve into the bucket of the
message. Is it well-matched? Is it well-
crafted? Is it supported with social proof
or some other kind of proof? Does it have
a big idea?
Darin Spindler: So why don’t we bring
Daniel in because he has sent me two
questions over the past couple of months,
and we weren’t able to get him in.
Daniel Squires: Well, great. The most
recent one... I’d sent one in and the one
this month echoed it. The basic question
that really piqued my curiosity was at the
June event that Dan referenced billboards
in a favorable way. I always thought that
because they’re so limited that they’re not
good from a direct response perspective,
and I’ve avoided them, but recently I have
been using them to support some of the
other marketing that I have going on radio
and different things. It seemed to work out
well. Dan can you specifically address the
use of billboards and have you had clients
that have used them, and in what case
are they okay, and where would they not
be okay? By the way, I have a plumbing,
heating, and cooling business. I am well-
established, I have a large top-of-mind
awareness, and so I’ve got a lot of brand
visibility.
Dan Kennedy: That’s a great question.
Billboards are a lousy media that can
occasionally be effective in one of two
ways or be in both ways. So overall, they
are not good media, and they are not
good direct response media. The reason
you cite is that obviously, it would be
hard to find media that more limited the
length or complexity of the message.
So if you’ve got a billboard that says
1-800-GOT-JUNK with a question mark,
we still don’t really know from that, that
company will come to our house and
remove our junk. We only know that if we
are aware of that company by other media
and means, and now the billboard being
seen every day as we get on the freeway,
leaving our home, where we can’t park in
the garage because it’s full of junk every
day, we see the billboard nagging at us,
reminding us of something we already
know, and it’s the last nudge to action.
Now, it still allows immediate action
because it’s very hard to measure that
or track that. We would much prefer if
we could do something other than by
anecdote, “Hey, what pushed you to
call us? Oh, your billboard?” So it does
not lend itself well to Claude Hopkins
scientific advertising, and there’s actually
very little proof that it brain belts but it
can, as I just described, be very hard
to measure nudge to somebody who is
already aware of a product or service
and the repetition of this thing, which is
achieved fairly cheaply. If you divide past
the billboards by eyeballs that pass it, it’s
pretty cheap media. So it can do that.
The other thing it can do, and all of
this is under the banner of multimedia
reinforcement, where there’s always some
media that don’t do anything in and of
themselves, but they do serve to reinforce
other media as well as other pre-existing
thoughts, beliefs or knowledge. I’ll come
back to that in a second. So the second
thing it can do, to use your good words,
it can support other media. This works in
small markets better than in big markets.
So for example, if you are going to do
every door direct mail into Oakland
Terrace, and you are going to do Valpak
in Oakland Terrace, and you are going to
be delivering your services to customers
at Oakland Terrace in a van or vans that
is a billboard itself.
Then being on the billboard, in the traffic
pattern of the people who live in Oakland
Terrace coming and going may never be
able to be directly ROI measured, but is
very likely to lift the overall results from
everything added together. It’s interesting
evidence of the last spin-off, that they
can reinforce what people already know,
believe, or think. So think about political
yard signs, Trump signs, or Biden signs.
Now it’ll be the 2022 signs. No political
consultant will argue that there’s any
measurable correlation between the
number of signs we get stuck out in Zip
Code 44066 and the number of votes
we get in the zip code. Nobody will make
that argument. They don’t track it. As a
practical matter, it would be the pain in
half of the century to try and track it. You’d
get all kinds of bad data. So why does
everybody keep doing it?
Well, because if you are an on the fence
person, and you drive through an area
or home and say to your wife, gee,
everybody’s got a Trump sign in their
yard, you start to think that maybe you
ought to take another look at Trump. If
you already were prone to vote for Trump,
it is all reassurance and support for your
position which is always under assault
right up until the time you go to the polls.
So this is just billboards and front yards
is all it is. So the same thing happens if
everywhere I look, I see a billboard for
one particular trial lawyer. Our guy here
is a bald-headed big guy, and his thing
is to point his finger and say, “If they’ve
harmed you, I’ll make them pay.” Well,
if you see him, I’ll make them pay every
time you look around. So billboards fall
into that category, the radio station you
listen to falls in that category.
If he seems omnipresent, you begin to
believe he’s the go-to guy. Everybody
goes to that guy and they must go to
that guy because he’s the number one
guy. So if you had the money and you
wanted to go from zero to people thinking,
“Gee! Everybody in my neighborhood,
everybody in my town seems to be using
Joe.” You can create it in niches. It’ll be
slightly different today, but our old rule
was if you could afford to buy full-page
ads in the trade journals every month or
six months or better, or page ads for three
months, almost regardless of what you
did in the ad, you would soon be the talk
of the town. It would be the conversation.
Page 7
Every chiropractor would be asking each
other, “What do you know about this Joe,
the marketing Dr. Guy,” and you would be
the talk of the town. So billboards fit there.
So if I’m working with local brick and
mortar, I always put them on the B-list,
not the A-list. So the A-list gets things
that are much more measurable, and
the business owner can prove to himself
that “this stuff works” because there’s
hard math, so that would be my A list.
In many cases, the top part of the A-list
will be internal, not external because
he will have neglected marketing to his
existing customers, let alone chasing new
customers, and then billboards will be
on my B-list. But if I am able to get to a
complete and comprehensive advertising
approach, billboards will be in it.
How to lose a
$100,000+ client,
customer, patient
or Member in 3
easy steps
My house in Green Bay was built on
the back of the Country Club here in
town, we have a couple of fairly well
known Members including Aaron
Rodgers, at least as of today he’s still
our Quarterback.
When we built the home, I went over
and took the tour in January of the
year we built and if I’d have had my
checkbook with me the guy giving me
the tour would have likely gotten a
check, but I didn’t.
So he didn’t get a check and he didn’t
follow up. Our home wasn’t going
to be finished until September and
frankly I had and still do have a lot on
my plate. I really didn’t think about the
Country Club again until a day in July
when I went to see my financial advisor
who was a founding member some 20
years ago and is now on the board.
One of the questions he asked was if I
had joined the club yet and I told him
that I got a tour and never heard back
Page 8
from anyone.
He was steamed, since he knew I was
going to join and had the ability to join.
He picked the phone up and called
another person at the club, and got me
connected to activate my membership.
The course is great, it’s challenging
and has a beautiful layout. Lots of ups
and downs. Lots of sand, water and
weeds to hit the balls into.
For the first few years we were full golf
Members until I started doing Ironman
races. There are only so many hours in
a day to run your businesses, train for
an Ironman and spend 4+ hours on a
round of golf so we dropped to Social /
Sports Club membership so we could
just use the pool.
...and if I’m totally honest so that my
girlfriend didn’t badger me about
‘Working Too Much’ and it also gave
me a great place for my daughter and
her friends to hangout without having
to put a pool in my backyard. A poor
investment in the Frozen Tundra.
For most of our 8 years as members
the service was poor, at best.
Often overstaffed and underwhelming.
The food, put out by ‘chefs’ not in the
top 20 of area restaurants.
But we stayed Members because
it’s right around the corner from our
house.
Late this Spring we were sent an email
with a video outlining an ambition
renovation project that would require
an assessment to the Members.
After watching the entire 20+ minute
presentation I was just shocked. The
overspending and wastefulness of it
was just appalling.
We were told that we had to vote by
May 31 and we’d get the results on
June 15 and have until June 30 to
decide if we’d remain as Members or
pay the assessment.
Lead up to this my last three visits
included waiting more than 15 minutes
in the main club house with 6 people
walking by us without even providing a
menu or water.
A second visit to the pool where I
ordered a wrap that was pre-made at
the clubhouse and served in a tin foil
wrap, soggy.
And a third and final visit that included
having to get up after waiting for an
hour at our table to be served only to
find 5 servers standing around in the
bar area, not a one to be seen out
serving.
I ordered some fish tacos, that were
terrible. Dried out, almost like you’d
expect from jerky.
The server never came back to check
on me. After stewing for a bit I finally
found the server and then spoke to the
manager.
For a place trying to retain members
to pay for a project that’s grossly
overbuilt, you’d expect more and now
we’re going to be asked to pay more
and get this level of service.
Over my years of Membership I had
more than a dozen times mentioned
that it seemed the club was
overstaffed and undertrained.
I was always pushed back upon,
because “We don’t want to make too
much money, or we’ll lose our status”.
So now they’ve mis-managed funds
and want to do a huge project,
because we didn’t save enough on
labor over a series of years.
So my vote was a hard
NO!
On the day that the vote was to be
released, there was only a partial
release of the votes.
Only the Golf members votes were
shown and apparently somewhere in
the bylaws this must be kosher, but
certainly not ethical.
Second they decided that if you didn’t
want to pay the assessment, you were
out in 15 days.
So they decided to engage this project
without telling Members over the
Winter so they kept paying all Winter
when the course and sport center are
all closed.
Basically getting hundreds of
thousands of dollars in Membership
money from Members who have now
quit and didn’t agree with this project.
Third, if we wanted to drop in the past
you had to give 90 days notice.
In this case, they kicked you out in 15
days during the peak of the Summer
when you’d generally use what you
pay for all Winter.
In my view, extortion.
To top this all off, the GM of the club
in every email asks for ‘Feedback’.
Anytime I’ve brought an issue to the
attention of her, it’s been ignored.
If you want to upset your guests, your
clients, your Members...ignore their
concerns. If you only want the good
news, then you shouldn’t be running a
business.
Million Dollar
Sponsorship Integrations
I’m not a huge TV show fan, but we
have a couple of shows that we watch
LUCKY MEMBER
OF THE MONTH
CONTEST WINNER
Congrats To Diamond
Member Scott
Wenclewicz!
Earlier this year Scott sent me a
copy of his book, Six Things Every
Homeowner Should Know About
Their Home Insurance. (Exhibit 2)
Big congrats on getting the book
done!
Sometimes you may wonder why in
the world should YOU write a book?
This book is a great example of a
book designed to help Scott position
himself as the expert in his niche, by
becoming a published author.
The book also frees up his time by
answering 6 of the most frequently
asked questions that he gets about
his service.
regularly including the show “Million
Dollar Listings”, if you don’t watch
the show there is a New York and Los
Angeles version of the show.
It’s basically QVC for Real Estate and
a twist of reality TV. Realtors battle
to get listings, on each show there of
course has to be some drama between
the 5 or 6 main characters, in this case
the agents.
I enjoy the show because there are
many great marketing lessons to
be learned from how they market
to get listings, how they do listing
presentations to very affluent sellers
and in some cases developers.
Rarely do they cut corners. They do a
great job thinking through how to cut
through the clutter and stand out.
Frequently they create micro sites for
listings complete with amazing videos,
similar to those that our Member Mike
LaFido creates to sell luxury listings in
the Chicago market.
If you find yourself answering the
same question over and over again
with your prospects or clients, having
a book like this is a wonderful way to
answer it the same way, and do it at
scale.
If you had a hundred phone calls
today, would you have the time?
If you had a book, that could be
requested on your website, the book
could do the heaving lifting for you.
The book can also then be turned
into emails, blog posts, video scripts,
podcast episodes and more.
This is the foundation for building
your entire lead generation and
conversion system.
Scott also had a sales letter that rode
along with the book that he asked for
some feedback on. We strengthened
his headline on that letter and also
removed a PS that was a distraction.
Remember, don’t try to do too many
things with your lead generation
offer and sales letters. This is
something that we’re cleaning up at
They create launch parties and
connect with ‘Influencers’, who then
spread the videos of the launch party
and listings to their social media
accounts.
One of the shows was sponsored
by Vital Proteins, I can’t recall the
exact details on why this was a good
partnership for that home, but I believe
it had a lot of home health amenities
like a pool, cold plunge pool, red light
infared sauna, etc.
On nearly every recent episode I’ve
noticed that instead of them bragging
that the kitchens have top of the line
appliances and mention the Wolf
brand, they are now only showing
appliances when they are only Miele.
Guessing this is an integrated show
sponsorship opportunity.
Diamond Member and Speaker at our
upcoming Why Advertising Fails Event,
Robin Robins, sells millions of dollars
of sponsorship for her events.
Magnetic Marketing. In the Magnetic
Marketing book we’re removing a
few calls to action. They send the
reader down too many paths.
We only want the reader to attend
our Fast Implementation Boot
Camp in order to take the next step
which for us is Magnetic Marketing
Implementation Coaching.
We just spent three full days at my
office mapping out a new customer
journey from the moment they opt
in for a FREE copy of the book until
they participate in Boot Camp.
We’re actually going to put these
leads in their own bucket, for a full
90 days they won’t see other emails,
sales letters or opportunities from us
that distract them from the ONE thing
we want them to do.
Take the first step to truly
understanding Magnetic Marketing.
What could you write a book about
and what is THE one thing that you
want your prospects to do next?
Page 9
She’s been able to build a HUGE tribe
and has thousands of attendees at
her events so she has vendors who
cheerfully sponsor her events.
She also has vendors who sponsor
marketing campaigns so that her
Members are successful using the
sponsor’s products and software!
Robin is very sharp and if you want
to learn more about integrating
sponsorships into your business, not
only should you attend the event in
October, but you should reach out
to Robin and her team to create a
sponsorship plan for your business!
Elevate
labels, settled on an
investment to become a
‘Partner’ and will soon
begin accepting ‘Partners’.
Each partner will be
getting an allotted
number of bottles of
wine, which can surely be
used as client gifts or
a part of your marketing
story. (Exhibit 3)
You are now a proud
partner in a Napa Valley
Vineyard. It’s a great
cocktail party story and
for some a lifelong dream
to ‘Own’ a vineyard.
If you’re interested
in becoming a partner,
guided tour by Member and Disney
Business author Andrew Lock.
In June Dan Kennedy joined us
for a day of hot seats and then we
took the group to the Cleveland
Indians game where Members
Jill and Ron Wolforth arranged
a visit to our booth by the Vice
President of Baseball Operations
who shared some interesting ways
the Indians (Guardians now)
evaluate talent to try and compete
when they don’t have the deep
pockets of teams like the Yankees.
We have an upcoming meeting
in Nashville and we have an
exciting event planned for

Mastermind reach out to Gene. He’s Members that we’ll share with
you after the event concludes.
Members Take a sharp marketer and
a wise business mind
FAST Action and you can become an
If you’d like to be considered as a
member in 2022, please visit
Autonomy Partner too!
At our June Mid-Year Event TheElevateMM.com to apply. We

we hosted a cocktail party
for event attendees after
the event on day 2.
Longtime Member Gene
Kelly and his son Jacob
who are also Members of
our Elevate Mastermind
Meeting (formerly Secret
Society), made the event
extra special. In addition
to their other businesses,
they have a family winery.
At our March meeting they
discussed an idea where
they’d like to create a
high level business group
Ready To Elevate
have only a few spots that may be
available. We expect many current
Your Business In members to renew.
2022 and Beyond?
If you have a business that’s
generating at least one million
dollars in revenue, you are
interested in scaling it well beyond
that, you may be a great fit for the
Elevate Mastermind Group. Elevate Members Enjoying A Night
This group is our most advanced In Cleveland From The Private Box!
group of entrepreneurs who are
Enjoy Some
looking at how to not just generate

that could also meet at
their Vineyard to discuss
business, and become a
‘Partner’ in a wine label.
The name of the
wine, Autonomy.
If you know Gene this
is certainly one of his
core beliefs. He’s a
Dan Kennedy lifer and
lives life on his terms,
as you should too!
Gene and his son, since
January, created the
Great Copy, A
great income, but create wealth,
create assets and intellectual property
that can be sold and licensed. Great Product
Experience and A
There is an interview process to
become a Member as we want
to make sure that all Members Great Steak Too!
are both a qualified fit and a
Earlier this year we attended a birthday
culture fit for the group.
party for a friend and fellow marketer
Fun business education field trips
Robert Skrob. His wife Kory purchased
and social activities are a feature of a pile of Snake River Farms tenderloins
the Elevate Mastermind Group.
for the party and as Dan describes them
In March we took the group to the Penn and Teller of marketing Jimmy
Disney World and had a private Vee and Travis Miller did an incredible job

Page 10
grilling them for us.
My girlfriend decided that getting some of
the Snake River Farms steaks shipped to
me for my birthday would be a great gift,
she was right.
Admittedly I’m hard to buy for. I have just
a handful of things I have high interest in
and often I just buy what it is that I want or
need. It drives my mother nuts too.
The box arrived with a HUGE American
Wagyu Gold Cowboy steak in the box and
a Wagyu Tenderloin.
The box is very well done, it’s packed well
and shipped with dry ice.
I have to warn you, if you go to their
website and place an order, it may
ruin any future restaurant steakhouse
experience for you.
This is some of the best beef you’ll
ever sink your teeth into! I’ve had Allen
Brothers, Omaha Steaks and a number
of other mail order steaks...so far Snake
River is by far my favorite.
They included with the package a great
Cook Guide that is in full color and
provided a number of different ways to
prepare the steaks and some information
about the farm and how the cows are
treated.
I’m including the cover and back of the
insert here.
Copywriters
Corner By Craig
Simpson
7 Rules for Writing
Better Ad Copy
Whether you’re writing
direct mail sales pieces,
a blog, a job application,
or copy for your website,
there are certain basic
rules you can follow to
help you get and keep your
readers’ attention – and
motivate them to action.
Inside the Cook Guide are very clear Here are some of the rules
instructions on how to make sure that you can put into practice:
your experience is the very best it can be.
Get the Prospect
I chose the Reverse Sear Method and Into the Promotion
cooked it in my Green Egg. Immediately
The entire process probably took about The first thing you have to
2 hours, but the results were out of this do is get your prospects’
world. attention so they will
look inside the envelope
Better than any steak I’ve had in a or click the link for
restaurant including some of the best more information.
restaurants like Del Friscos, Eddie Vs One obvious technique for
or celebrity chef Wolfgang Puck’s CUT a direct mail piece is to
or Tom Colicchio’s Heritage or Craft put some great “teaser”
Steakhouses in Las Vegas. copy on the outside of
the envelope. If you’re
Look at the level of detail that went into selling through email,
this package. you need an irresistible
subject line. Either way,
The exhibits that I’m sharing do not do make the reader curious
this package justice as it’s coming to you about what’s inside.
in Black and White. They had beautiful
But coming up with a
color photography. They encourage you really good teaser can
to share the experience on social media sometimes be difficult.
channels, a smart use of social media. So in direct mail you
(Exhibit 4) can make the envelope
so personal looking
The only thing that I’m disappointed or and attractive that the
surprised about is that they’ve not sent reader feels compelled
me a catalog, a postcard or any other to learn who it’s from
communication yet to order again. and what it’s about.
One way to make the
Sometimes it’s wise to order foods and
envelope more appealing is
products like this to see how to create to hide the name of the
a better experience for your customers, sender by using an address
clients, customers or members. without a name, and
Page 11
maybe using an attractive
insignia that’s intriguing
without being recognizable.
You can also change up
the style of the envelope,
its color, the way the
address appears, etc.
Or make the letter look
important by giving the
envelope the look of a
priority letter or a FedEx.
With email, the more you
can personalize the better.
Using the recipient’s name
in the subject line or
opening the message with a
“Dear [person’s name]” line
can be very effective.
Tell a Story That Gives
People What They Really
Want
A seasoned newspaper
editor was once advising
a cub reporter who was
being sent out to cover
a wedding. He enumerated
the qualities of the
ideal wedding that would
appeal to tabloid
readers: a beautiful
heiress eloping with the
chauffeur; an irate father
with a shotgun; a high-
powered car; a smash-
up; a heroic rescue; a
nip and tuck finish.
The editor advised the
reporter to approach the
current wedding with this
ideal picture in mind,
see how many of those
dramatic elements he
could find, and then build
his story around them.
That’s what you have to do
when writing your sales
material. Put yourself
in the place of your
prospective buyer, and
think of everything that
person could desire in
the perfect form of that
product. Make a list of
all the features of the
Page 12
ultimate ideal prospect.
Then, with that in mind,
create your promotional
material, focusing
on as many of those
features as possible.
Let’s look at an example
of how you might do this.
Suppose you’re writing
a recipe blog for busy
career people who don’t
have much time but want
to eat healthy meals. What
would the ideal recipe be
for such an audience?
It would have to be
delicious (a key aspect
of any recipe), it would
have a minimal number of
ingredients, it would be
quick and easy to prepare,
and it would be healthy.
So, in describing your
recipes, you would include
as many of those features
as possible. You might even
highlight specific health
benefits – like it helps
you maintain weight, it
promotes muscle growth,
it leads to glowing skin.
The idea is to make your
own list of what your
audience wants, and then
tell them exactly how you
will give it to them.
Build a Memorable
Picture
Your promotional writing
will be more effective if
it presents a memorable
picture. And you can do
that for any product.
Legendary adman Robert
Collier used to quote
an old saying that:
“There is nothing you
can say about a 50-cent
cigar that you cannot say
about a 5-cent one.”
Really, the two cigars
should have basically
the same features; the
differences are only
a matter of degree.
Physically they can be
described the same way.
But who’s to say that a
poorer man might not get
as much pleasure from his
5-cent cigar as a rich
man does from his 50-cent
cigar? The copywriter can
paint an equivalent – and
equally memorable – picture
of enjoyment for each.
The job of the marketer is
to create descriptions that
will build the anticipation
of pleasure in the mind’s
eye of the reader, based
on the physical facts of
the product. You don’t
want to exaggerate, or the
prospect will disbelieve
the whole thing. But you
can create an attractive
picture that builds a
powerful desire for the
product in your readers.
Add powerful images and
arguments that illustrate
and support that main
argument as your focal
point. This will make
your letter strong and
cohesive, leaving a
memorable idea in the
mind of prospects that
can guide their behavior.
Add a Sense of Urgency
Every kind of promotion
you send out (online,
through the mail, in
newspapers or magazines,
on TV or radio) must
include a call to action.
This is where you tell
prospects what you want
them to do – for example,
buy the product.
But just asking for the
order is not enough. The
ideal promotion provides
a reason why the person
must respond at once. You
want to develop a sense doom and gloom. These Craig Simpson is one of
of urgency because if advertisers swear by this the nation’s leading direct
people don’t act right technique – while others marketing consultants.
away, they will put your say it’s best to avoid He sends out hundreds
offer aside – and maybe negative advertising. of marketing campaigns
never come back to it. each year for his private
You have to determine clients. You can contact
So, put a time limit on what works best for your Craig at craig@simpson-
the offer. Or explain product and audience. direct.com. You can
why supplies are limited But one essential rule order one of his books
and it’s first come, first is that if you do use The Advertising Solution
served. Or maybe announce fear, make sure you take or The Direct Mail
that a price increase prospects from the fear Solution, on Amazon.
will take effect on a to the solution quickly
specified date. Make it – which is what you’re
very clear that the
opportunity in the offer
asking people to buy.
Member Spotlight
will be absolutely lost Many successful video
if the prospect does not sales letters today contain The Key Discovery
some of the scariest
take action within the
scenarios you can imagine,
Donna Krech Made That
specified time limit.
but throughout the letter Stopped A Catastrophic
Always Make It About the impression is made Downward Spiral,
Your Prospect that an ideal solution
will be provided in the Insulated Her Business,
Ad guru Robert end. They are fear-based, And Grew Her Profits
Collier said: but also hope-based enough
to make people want to By Cindy Cyr
“The point that sells keep reading or listening.
your customer is not what “Everything was spiraling out of
your product is, but what So, fear works, but bring control… money, business, mindset,
it will do for him!” people along in a way relationships, health, you name it.”
that keeps up hope.
Or as promoters today That’s how international speaker, best-
describe it, stress The Length of the selling author, and serial entrepreneur
Donna Krech describes her life back in
benefits, not features. Letter Must Fit the
2014.
For example, if you’re Purpose
selling memberships to a In 2011, after making millions of dollars
Finally, here’s a and building multiple successful
health club, don’t just
question that’s often businesses in the health and wellness
go on and on about the
asked: How much copy do industry and as a lifestyle business
machinery and equipment.
I need to make a sale? coach, Donna found herself in a rapid
Few people care.
decline. Experiencing severe health
If all you want to do is
Instead stress how great problems, she was in the last phase
get people to make further of adrenal burnout. Told by her doctor
prospects will feel after
inquiries, a shorter letter that adrenal failure was on the horizon,
working out on that
will do nicely. But if you if she didn’t change, she would die.
scientifically designed
are trying to get someone Struggling to even get off the couch,
equipment, how good
to commit to a purchase, Donna was continuously hit with blow
they’ll look, how much
you need to provide after blow.
more energy they’ll have,
enough information to
and how many ways their
make that decision. Keep Her mom, brother, and another family
lives will improve. member died in close succession.
in mind the old direct
mail saying, “The More You Plus, a key team member, who’d
Always End on the become family, was crushed to death
Tell, The More You Sell!”
Positive in an automobile accident.
Just make sure that
Many advertisers today use whatever the length, you Team members tried to take her
scare tactics – painting keep it interesting. company in a direction she didn’t want
images of horrible health to go. And to top it off, a person within
issues or economic
Page 13
her network stole her content, went out
on his own, and tried to take her down.
“I found myself overwhelmed,” Donna
said. “My business was spiraling
downward. My body was shutting
down, and we were experiencing
insurmountable monetary problems.”
Donna knew, in her core, she was
missing something. At that moment,
she went back to her Magnetic
Marketing roots and entered what
she describes as phase three of her
Magnetic Marketing story.
She first discovered Magnetic
Marketing in 1994, when she heard
Dan Kennedy speak at a Success
Seminar. She’d built her women’s
fitness business to a million dollars
but found the marketing to be labor
intensive and was looking for an
easier way. Initially, she was not a
dedicated student. Although she
bought the Magnetic Marketing
System and Toolkit, she never opened
it. “Unfortunately, I did not do the right
thing,” Donna said. “I got confirmation
I was on the right track and thought I
was awesome because I was getting
results instead of thinking, ‘I have
this little company doing around $1
million a year and this guy is standing
on stage in front of 50,000 people…
maybe he knows more than I do, and I
should study further.”
Her second phase with Magnetic
Marketing happened ten years later in
2004 when she joined Yanik Silver’s
internet mastermind group and kept
hearing about “Dan Kennedy” and
“Magnetic Marketing.”
“I was reminded how great Magnetic
Marketing is because they kept
bringing it up,” Donna said. “In
my core, I knew something was
missing, so I went back, got Magnetic
Marketing off my office shelf, and
moved into Planet Dan, joining a
mastermind with Dan Kennedy.”
Donna plugged in the Magnetic
Marketing and Renegade Millionaire
mindsets, processes, and systems
and within three months she’d sold
$250,000 of a $19 product. “As Dan
would teach it, I’d write it down and
then I’d go do it,” Donna recalled.
“I was plugging it in haphazardly,
Page 14
however, being exposed to it in an
extremely big way, I realized I’d never
done Magnetic Marketing fully. When I
implemented it, the income, the impact
was instantaneous.”
This phase accelerated her growth
significantly and inspired her to
play at a higher level. “I went from
kindergarten to getting my Ph.D. when
I joined Dan’s mastermind,” Donna
said. “I was associated not only with
Dan and that mindset on a regular
basis but also a bunch of other people
who were at such a high level. You
become who you hang around with the
most, and that pulled me upward. The
days of just confirmation were gone
and I played a higher game. I realized
what was possible. I plugged in things
that were at a far higher level than I
was at, which pulled me up.”
Phase three of her Magnetic Marketing
journey began a decade later, in 2014.
While Donna’s health returned after
her 2011 scare, it took several years
for Donna’s business to recover. While
evaluating what had gone wrong, she
went back to her Magnetic Marketing
roots and discovered she’d made
a critical error. “We’d had a lot of
success, millions and millions, but
once again, I knew something was
missing,” Donna said. “I figured out
that I had not built my own framework
for my team to keep using the
Magnetic Marketing System. I had
been doing all the Magnetic Marketing
myself. When I was no longer in
the game, I had not built it into the
framework. I had treated Magnetic
Marketing like my secret sauce and
therefore my team couldn’t keep going
without me.”
Returning to her Magnetic Marketing
roots, Donna pulled out all the stops. “I
went through all three processes and
became a dedicated student,” Donna
said. “It’s indescribable the speed at
which the results came. I just put my
foot down, went back to the basics
of Magnetic Marketing, and started
educating everyone on the Magnetic
Marketing System. Everything
changed, including the team members
that were trying to go in a different
direction.”
Today, Donna runs seven multi-million-
dollar companies and speaks all over
the world. Her companies include her
wellness system (2030fasttrack.com),
which helps people lose 20 pounds
in 30 days without hunger or muscle
loss while reversing health problems.
Fullyalivenation.com helps business
owners in the wellness, weight loss,
and fitness space make money fast by
implementing her process and system
for losing weight and getting into a
high state of wellness quickly. And
her PurposeLedProfit.com business
teaches businesspeople her purpose-
led profit business model.
She’s also more focused, more driven,
and more confident in fulfilling her
mission. “I want to impact 50 million
people worldwide,” Donna said. “I
want to help anybody who cares about
having meaning and success, purpose
and profit.”
Here’s how Donna stopped the spiral
and got her life and business back...
Attract who you want
and repel the rest.
In returning to the basics, Donna
realized she was failing to repel the
prospect she did not want to work
with. She admits part of the reason
was trepidation about telling people
she didn’t want to work with them. “I
don’t think I had the guts in the past
or maybe it was just that I felt like I
was becoming less if I told people to
go away,” Donna said. “But life is too
short. I want to work with who I want
to work with. So much of success
is making a decision. I knew I could
make a lot of money if I could just
decide who I wanted to work with.”
Previously Donna targeted both men
and women. Today she focuses
primarily on women and repels people
who are only interested in making
money. “I want to work with somebody
like me,” Donna said. “Somebody who
wants monetary success but who also
wants meaning success, and who
wants to be living in their purpose. And
that’s pretty much women. And maybe
it’s a few smart men.”
Get your team on board.
Once Donna changed who she was
targeting, she went to her team and
network of licensees and got them on
board. “When I told my team we were
changing directions about who we
were targeting, they could see I was on
fire and they became infected,” Donna
said. “Things hit roller coaster speed.
Everything changed. The number of
leads that started coming in went
up. The dollars that came in and the
transaction value went up. Everything
went up because now we were about
who are we and who are we not.”
Tell your authentic story.
Donna’s message became even
more authentic after she defined her
target audience better. Even more
important was making sure her TEAM
understood her message. “When you
are working with people you love, it
comes out in your story,” Donna said.
“I’ve always been authentic in telling
my story, but who I had to tell it to
more loudly and more intensely was
my team.”
The first message she poured into
her team was to truly pay attention to
who the target audience was and the
message that goes with the target. “I
told my team, “Don’t come to me and
talk to me about people who aren’t
our target,’” Donna said. “If they don’t
match, I don’t want to work with them.
Let’s keep going. Let’s go find them.”
Go back to the basics.
Donna started seeing results
immediately by going back to the
Magnetic Marketing basics herself,
writing copy, and making offers. She
discovered she’d missed key points
about the right way to implement
Magnetic Marketing. “Even though
I’d had a lot of success and been in a
mastermind, I hadn’t done the basics
correctly,” Donna said. “Magnetic
Marketing is like a magic pill that if
you use it correctly, you see success
immediately.”
Train your team on
Magnetic Marketing.
Donna made sure EVERYONE on her
team understood what she was doing.
She held meetings with her team,
sometimes individually and sometimes
in groups, to show them what she was
doing and the results she was getting.
Next, she added meetings once a
week with her network of licensees,
teaching them Magnetic Marketing. A
byproduct of her teaching Magnetic
Marketing is that she got even better
at it. “I decided I was just going to
educate, educate, educate and then
educate it again,” Donna said. “My
advice is don’t just do what you’re
learning in Magnetic Marketing. Teach
it to somebody. Because if anything
should ever happen to you and
you can’t work, your business isn’t
dependent on you. Plus, it will make
you learn it that much more.”
To train her team, she taps into the
resources created by Magnetic
Marketing. “There’s no end to the
content you can get,” Donna said.
“You can take a piece, plug it in, go
teach it, repeat. It takes my stress level
way down because I don’t have to
create content from nothing. I just get
inspired by it and put it together with
what I’m doing. It’s not hard.”
Start now.
By training her team, the average her
licensees produce increased from a
quarter-million to commonly producing
a million dollars. “By teaching
Magnetic Marketing to my team, every
time we add a person, we make more
money,” Donna said. “Because we
are duplicating that same Magnetic
Marketing mindset and that same
Magnetic Marketing System, instead
of adding overhead, we’re adding
revenue and profit.”
Donna credits using and teaching
Magnetic Marketing for helping her
move forward during a time when
many would remain paralyzed. “You
can freak out about where you’re at,”
Donna said. “You can lament what
you haven’t done. You can regret bad
decisions. Or you can get past regret
by starting now. There are a million
things Dan Kennedy has done for
me, but above all being involved in
Magnetic Marketing has affected my
mindset and the way I look at business
and money. My impact is greater
when I do the Magnetic Marketing
System correctly. It’s a game-changer.
It brings about business and life
success. Allowing your market, your
message, your media, and your math
to work together started a trajectory
for success that I never thought I was
going to have. Magnetic Marketing
isn’t just about marketing. It’s about
business success which then brings
about life success. And as long as you
know what you want from working, it
will direct everything.”
What is Your Legacy
Going to Be?
By Lee Milteer
I wanted to share what I
have learned about how
to create your own Legacy
and why it is such an
important subject to think
about and plan. We are
self directed souls and do
not leave life to chance
so it is very important
now to start planning
and enacting on exactly
what your Legacy will be
after you have departed.
It has been only a
couple of years ago when
my dearest friend Dan
Kennedy was diagnosed
as terminally ill and
put in hospice, he and
I had long conversations
about how people create
legacies and how they
would be remembered and
what had they contributed
to the world, and family.
These very personal and
impactful conversations
with Dan shifted my life
plans and altered forever
the way I thought about
Legacy. It is what we do
daily that creates not only
our life but how we will
influence others because of
what we have contributed
to the world and others.
Our LEGACY should become
very important to all of
us. On a very positive
note: Dan willed himself
to LIVE to fight another
Page 15
few years, as he jokes
about today. He is very
much alive, and I just
interviewed him recently
on the Millionaire Smarts
coaching program. Dan has
a very powerful Legacy of
authoring over 30 books and
helping people understand
effective marketing all
over the world. He is also
known for all the charity
work he does with Animals.
His hard-earned work in
the world will leave him
with the legacy of being
one of the most productive
entrepreneurs in the world.
Many people shy away from
facing the inevitable and
don’t want to think about
their estates. This only
causes massive disharmony
in families and businesses.
Clearly, planning your
Legacy prevents your heirs
from having legal battles
and knock-down-drag-outs.
All of us one day will
pass on. What will survive
us is our Legacy, who we
were as people and what
we have left behind with
our life’s work. Clearly,
we don’t know when we are
going to pass on, but we
know it is a fact of life.
The more you are aware
of your own legacy the
better you can control it.
Ask yourself, how do you
transfer your experience
and understanding to those
people and organizations
who are important to you?
You may not know this, but
everyone who is loved by
someone leaves a legacy.
Clearly while everyone will
leave a legacy in some
form, very few people get
to experience the enormous
power of a structured,
personal legacy. So, a
legacy is really much
more than just the money
Page 16
or things you leave.
So, what is a LEGACY? A
legacy is something that:
1. Shows something about
what you stand for,
who you are, and what’s
important to you
2. Helps others in some way
3. Is how you’ll be
remembered after
you’re gone
To leave a legacy you don’t
have to be famous, wealthy
or a huge philanthropist.
All you need is to have
your heart in the right
place and have a clear
Plan for your life.
No matter your age right
now, here are some
guidelines to consider:
1. Decide what’s most
important to you:
Clearly your Legacy must
reflect what is personally
important to you – what
you believe in; who, and
what impacted your life.
2. Choose your
beneficiaries:
The beneficiaries
of your Legacy
are organizations,
groups, and
causes that
will receive
support from you while
you are alive and after
you pass. Think back to
your childhood and your
life and recall who had
a positive impact on your
life that could also have
a positive impact on others
if you support them.
It can be something
you already contribute
to, like Animal Rescue
organizations, Educational
Institutions that support
entrepreneurial mindsets
and skills, the homeless,
or it can be the school
you attended, a hospital
that took care of you,
or the Girl or Boy Scouts
you were involved with.
3. Create the format
There are lots of ways
to contribute and leave
a legacy, from creating
a business that provides
jobs for others and
offers a great product
or services, to building
a library, creating a
scholarship, or leaving a
monetary contribution to
a cause you champion.
4. Execute your plan:
There are some legal
arrangements you may need
to make. So meet with your
family and see your lawyer
about creating a new will,
or how best to carry out
your plan, given your
financial circumstances.
Is this going to be a gift
while you’re alive or after
you die, or both? Decide
how you want to give. Start
planning for what you want
and how you want to do it.
You can also give non-
financial gifts, like
donating your books or
furniture to a homeless
shelter or senior center.
5. Decide whether
to communicate to
recipients now.
This is a very personal
choice. Some people like
to let the organization
they support know now
that they are going to be
a contributor, and some
don’t. It’s up to you.
6. Organ Donation
One thing you could do
right now to create an
awesome legacy and give
meaning to your life is
to give Life or Sight to
another person. Thousands
of people die unnecessarily
each year awaiting organs.
If you haven’t signed up
to be a donor on your
driver’s license you can
do this online. Saving
someone’s life or sight is
a phenomenal legacy that
will contribute to another
human’s life and family.
Whether you have or
haven’t decided what to
do to create your legacy,
Clarity empowers us, so
please get crystal clear
on what you want your
legacy to look like and
who you can empower and
assist with your life’s
work. The key to creating
Continued from Page 20
extracted from how John
Morgan grew the Morgan
& Morgan empire:
Never limit yourself by
boundaries. Find places
where good money is being
made and invade. John
Morgan has a market-
driven growth strategy
that doesn’t limit Morgan
& Morgan to a geographic
location. If the firm
sees clients calling
them from a particular
location, they explore
those locations. They look
at states that allow for
fair and just results,
what the competition looks
like in the market, and
if there is a need.
Be about a grand idea that
everyone can hook into.
The Morgan and Morgan
famous tagline, “For the
People”, clearly states the
big idea John Morgan had
in mind when he started
the firm. “Dedicated to
protecting the people, not
the powerful”, John ties
this idea into everything
he does. He formed the For
the People Scholarship,
which helps pay the tuition
a beautiful legacy is
clearly defining your
deepest values, setting
goals to support those
values, and taking action
to make sure you can help
others in the future with
your presence on earth.
I encourage you to ASK
YOURSELF: How can you be
meaningful in someone’s
life and pass on what
you really value, so your
good work can live on
through others? Be Creative
and find ways you can
contribute to the world
for first-year law students
who are committed to
making their community a
better place. He takes on
political issues that he
believes are for the people
such as legalizing medical
marijuana in Florida and
the Florida minimum wage,
supporting an initiative
to increase the minimum
wage to $15 per hour.
This grand idea combined
with his track record of
winning public issues has
been appealing to clients.
Reject all limitations.
Although the Florida
Bar didn’t think it was
appropriate, John Morgan
was one of the first
lawyers to advertise in
phone books and television
commercials. “They were
pissed about anything
with advertising,” Morgan
said. “It’s been a fight.
The Bar had a committee
on advertising and
recommended against it.
But I gave a speech and
argued about the First
Amendment and free speech.
It was one of the best
speeches in my life.”
Be a brilliant adaptor.
Morgan is the P.T.
Barnum of law. He is a
and leave a better future
because you were here.
Lee Milteer is a Productivity
and Performance Business
Coach, Award-Winning
Professional Speaker, who
has counseled and trained
more than a million people
throughout her career.
Lee is the founder of the
Millionaire Smarts® Coaching
Program, as well as a best-
selling author. To know
more, visit www.milteer.com
ringmaster and showman
that draws attention to
his firm with repetitive
advertising, controversial
content and appears in
all his commercials,
in YouTube videos, and
even hosts a podcast.
Plus, anyone who calls the
firm hears John Morgan’s
voice greeting them. He
even follows the philosophy
of “competition to be
top act” by compiling an
internal ranking of all
the firm’s lawyers based
on the amount of revenue
they’ve earned. Nobody
wants to be on the bottom.
Morgan writes: “Building
a law firm is much like
building a circus. As you
build your law firm, think
of it as building the
Greatest Show on Earth.”
Don’t abandon what works.
Thirty-three years later
and Morgan & Morgan is
still advertising in
the Yellow Pages because
it continues to work.
While he has added other
advertising strategies,
he hasn’t given up the
strategies that continue
to provide a return.
Make maximum money. Morgan
Page 17
said “I am not a lawyer
but rather a successful
business owner. Grow or die
has long been the personal
mantra for my firm and
all of my other business
ventures.” Morgan has grown
the law firm by taking his
process and expanding
it to other cities and
growing each area to its
maximum then moving to
the next city. “It was a
way of thinking I used
when I was growing out of
Orlando,” Morgan said. “I
call it the teacup. I got
a teacup, and I am pouring
water into the teacup.
Once the water starts
pouring over the teacup
and we get to diminishing
returns, I can’t grow
this business anymore.
In Orlando I’d kind of
plateaued, then I would
move to the next city…
That’s the way I built it.”
Look for leverage inside
and outside your business.
The bedrock of the firm
is personal injury cases,
but the firm’s entrance
into mass torts, tobacco
litigation, and class
action vaulted the firm
into the major leagues,
according to Matt Morgan.
(A mass tort is a type
of civil action involving
numerous plaintiffs with
similar claims against
one or a few defendants in
state or federal court.)
They also diversified into
social security disability,
worker’s compensation,
admiralty, antitrust,
veteran’s benefits, and
overtime and wage claims.
He also leveraged his
success by creating a
lawyer marketing firm,
advertising agency,
and law firm management
company called Practice
Made Perfect (PMP). PMP
Page 18
is designed for attorneys
to make connections and
learn what it takes to
run a successful personal
injury practice.
In addition to the main
ForthePeople.com website,
the firm runs several
other law practice sites:
● ClassAction.com provides
accurate, up-to-date
information about the
products people buy, the
services they use, and the
medications and medical
devices they depend on.
● WhistleBlowerAttorneys.
com focuses on helping
whistleblowers recover
taxpayer money that
was stolen due to
fraudulent activity.
● Abogados.com is the
Latino team of Morgan
& Morgan, defending
communities in cases of
accidents, injuries, or
abuses while offering legal
information in Spanish.
● BusinessTrialGroup.com is
home to the Business Trial
Group, which was founded
in 2009 and represents
businesses and individuals
on a contingency fee basis
in commercial disputes.
Cases include contracts,
securities law, breach of
employment, shareholder
disputes, professional
malpractice, trust and
estates, intellectual
property, construction,
employment, probate, real
estate, and other disputes.
Build a better process.
Morgan & Morgan’s process
is to take cases to trial
as opposed to working it
out with an insurance
adjuster. They advertise
that juries do a much
better job of “viewing
clients through a more
human lens in evaluating
the devastating impact
that their lifelong
injuries have on them.”
While settlements can
increase, so does the
attorney’s fees. The
contingency fee in Florida
is 33 1/3% of the total
settlement in injury cases.
But if the case doesn’t
settle, the attorney
fee increases to 40% of
the total settlement.
Dominate your target
market through
overwhelming force.
Morgan crushes the
competition when it comes
to outspending them to
acquire customers.
The firm has a $100 million
annual advertising budget
for TV, radio, online
ads on Pandora, Spotify,
YouTube, cab tops,
billboards, and even a
magazine called Verdicts
Magazine–an 84-page
publication that recounts
the firm’s courtroom
successes. When the
COVID-19 pandemic caused
companies to pull TV and
radio ads, Morgan swooped
in and renegotiated deals,
expanding his advertising
footprint in an aggressive
advertising strategy
that he laid out. In an
interview, he said that
the move insulated his
firm from the economic
strife of the pandemic and
brought in even more cases.
John Morgan is a colossal
marketer. The firm’s
gross annual revenue is
between $500 million to
$600 million per year. In
addition to implementing
these nine strategies in
your business, be sure to
check out his marketing for
ideas you can swipe and
deploy in your business
to ramp up your revenue.
 Ladder OF Success
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Page 19

From Poverty To $700
Million Net Worth: Nine
Renegade Millionaire
Strategies John Morgan
Implemented To Become
The Omnipresent Lawyer
Everyone Knows
By Cindy Cyr
“For the people.”
Even if you’ve never been
injured in an accident or
aren’t a personal injury
lawyer, you’re probably
familiar with the famous
tagline of the Morgan
& Morgan law firm.
One of the premier
plaintiffs’ injury and
consumer protection
law firms in the United
States, the firm was
founded in 1988 by
Renegade Millionaire John
Morgan and a partner.
John Morgan’s driving
force to create the firm
came after his family
hired the wrong lawyer to
represent his brother Tim.
As an eighteen-year-old
lifeguard at Disney World,
Tim was paralyzed when he
dove into a pool to find a
missing girl. Disney fought
Tim’s worker’s compensation
case and offered a
meager settlement. “I
became enraged and vowed
RENEGADE MILLIONAIRE RESOURCES
Renegade Millionaire Book: www.RenegadeMillionaire.com/renegade-millionaire-book
Renegade Millionaire Course:
magneticmarketingstore.com/products/renegade-millionaire-system
Page 20
that I would one day be
plaintiff’s lawyer to get
revenge for my brother,”
John Morgan says in a book.
John Morgan grew up
in Kentucky. Living in
poverty, he was raised
by an unemployed father
and an alcoholic mother.
He became the head
of the household as a
teenager, staying home
from school to care for
his siblings and driving
them to a motel to get
away from their mother’s
drinking escapades.
Morgan sold greeting
cards, candy, and flowers
to neighbors and churches.
He worked at Dairy Queen
and performed as Goofy
and the Big Bad Wolf at
Disney World. Later he sold
Yellow Page ads to pay for
his law school tuition.
After graduating from the
University of Florida with
his law degree, he worked
as a lawyer at a Personal
Injury firm. He founded
Morgan & Morgan three
years later in Orlando,
FL. John aggressively
grew the business
from two partners, two
secretaries in a single
location to 700+ attorneys
and thousands of team
members in 49 states.
The firm is a family
affair. His wife Ultima, a
corporate litigator with 39
years of experience (they
met in law school), is the
second Morgan in the firm’s
namesake. Sons Mike, Matt,
and Dan also help run the
firm. Mike runs the product
liability and mass torts
department. Dan practices
personal injury law and
advises professional
athletes and entertainers.
And Matt is a lawyer
handling personal injury
and wrongful death cases
in the Orlando office.
Daughter Katie is also
in the legal business.
She is a managing
partner at Monarch
Structured Settlements.
Today Morgan & Morgan is
America’s largest personal
injury firm and John Morgan
has been named among
the most powerful people
in Orlando. The firm has
recovered more than $10
billion in verdicts and
settlements for clients.
Its case results are 20
times more than what the
defendants first offered.
John’s fortune allows
him to pursue other
businesses, politics, and
charitable work and live
a luxurious lifestyle. The
firm is a juggernaut of
businesses that include
books, conferences,
banks, multiple websites,
amusement parks, and
charities. His net worth
is estimated at $700
million (as of April
2021) and his goal is to
become a billionaire.
Here are nine Renegade
Millionaire strategies
Continued on Page 17
 No B.S. | Magnetic Marketing Letter
August 2021
Exhibits

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EXHIBIT 1

Dear Mr. Necastro,

I've reached out to you on one other occasion when my claim was being poorly handled and
delayed by months which led to a significantly bigger problem than we should have had.

Magically after reaching out to you things began to happen and I thank you for that. I shouldn't
have to reach out to you again, but being a customer for many years and faithfully paying the
premium, I feel very abused and taken advantage of over the past 10 months.

Because of the 100+ day delay in us getting a go ahead we of course then ran into construction
problems, and order delays.

Which led to the front of my building looking like the photo below all winter. Which led to the
decline in our sales. You can see going into July of 2020 we've had consistent growth month
over month every month since we've opened.

This includes the best month in company history in March 2020 with the virus hitting us on
3/15/2020. We still had great growth in May and June, both heavy lockdown including little dine
in.

This accident occurred on 6/21/20 and you can see what began to happen. In August we had a
couple of offsite events that accounted for our growth in that one month and the rest is pretty
bleak since this happened.

These losses in growth would have been even bigger if I hadn't deployed a Buy One Get One
Free Promotion for every Packer game in 2020. We had a bunch of sales from that but margins
were weak. If it were not for me building a customer list of 25,000+ and knowing how to
communicate with that list this would have been a much worse situation for us.

You can further see as we get into daylight savings and Winter where the building was cold and
looked closed starting as early as 4 PM when it was dark out with no signage and plywood on
our building until Early March 2021 our sales got worse and worse.

Because your forensic auditor looked at our entire 2020 and then because we were
"even" in his eyes we didn't experience a loss.

I can assure you that in your seat being even is not good enough, especially when you've been
growing steadily every month since we opened. I can also assure you that it wouldn't have
taken months if someone ran through the front of Erie Insurance to be taken care of.

Since January of 2021 our net revenue losses are $70,000+, in 2020 the same months we grew
by $70,000. This is a $140,000 swing. Not cool. And your "Big Loss" specialists seems to
believe we should just brush this off and he's "Taken Care Of Us".

Our sign on the front of the building quit working on the exact same day of this accident, but
magically your sign engineer believes it has nothing to do with the accident.

Erie is now denying any payment for that. It cost just $700 ish to fix, but it sat for months on
end. Looking back I should have just paid all of this out of my pocket and moved on it faster and
fought for repayment. Lesson learned.
EXHIBIT 1

The sign company had their tech look at it and reported that: There's was a wiring issue inside
the cabinet somewhere between the top of cabinet into the ballasts. Can’t visually see it but
possibly pinched wire or shorted out. Can by fixed by jumping/bypassing the short, rewiring,
etc. Tech said it possibly could have shifted when the wall was hit and somehow pinched the
wire.

Your engineer looked at it, but didn't discover this wire that was pinched, which was
found in minutes by the sign company tech.

I've owned this building for 7 years and I'm to believe it's just "coincidence" that my sign has a
pinched wire on the exact day there was an accident, but ruled by your people as not the cause
of the outage.

Here's what my building looked like for 10 months. Now imagine what this looked like to cars
driving by during daylight savings...we looked closed and out of business. We received many
calls asking if we were closed.

Imagine what this looked like to the guests at nearby hotels. We looked closed.

I'm not an idiot, neither are you. A sign

doesn't magically have a wire get pinched
one day after not having an issue for 7
years. This directly from the person hitting
my building.

I believe that we are owed some of our

business losses and the sign to be paid for
and look forward to communication and a
resolution in a timely manner so we can put
this to bed.

My personal cell phone is (920) 639-7507.

Thanks,

Darin Spindler
Founder,
Palate Pizza Company
DBA: Heartland Pizza Company
2822 Ramada Way
Green Bay WI 54304
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Front Cover

Back Cover
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Interior
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Interior
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Interior