Dan K Renegade-Retreat-MyNoteTakingNerd - Biggg

My Note Taking Nerd Report “Giving You The Edge!”

“What My Note Taking Nerd Learned At The Dan Kennedy Renegade Millionaire “Live” Retreat…”

RENEGADE MILLIONAIRE

“Live RETREAT”

There is a direct connection between someone’s “Marketing Knowledge” and that of those who take action on said knowledge. This is “The Secret”. You simply must take ACTION on what you learn. That is the bridge between thought and wealth. Example Dan gives: Craig Proctor has a very successful real estate training business. Have 72 people in his highest level Mastermind Group. During the live training Dan and Craig reveal a Proven System they’ve put tons of time into developing for creating the Ultimate Listing. How Many use it after a year has past by? Exactly 15. Why? Because the law of 80/20 is always in effect. YOU CAN’T CHANGE THE PERCENTAGES OF HUMAN BEHAVIOR. This rule will always be “Reality” no matter what segment of business, society, or event you are involved in. Often as a marketer you frustrate yourself trying to change the numbers of human behavior. NOT GONNA HAPPEN!

If your choice is to be in the TOP 5% CLUB then here is what you have to do; you can’t cling onto a thought, behavior, or belief that is something the 80% do. This is the anchor that will keep you near the bottom. ---------------------------------------Conciously Define what having an Exceptional Business. Are you famous or anonomous. Are you doing 60 Million with 10% net or 6 Million with 90% net? Do you have 100 employees or 5? GET CLEAR. CLARITY IS POWER!

Look for conflict within your goals in your business. Make sure your strategies are in alignment with your vision and mission. How do you define your business? 

Size and Scope: BIG and talk of the town? Is it the “Place” to be? One location or many? Dan’s suggestion is you find a Unique way of carving out a small niche within a big Niche. Be a specialist.

Hot Seat (Guy in Chiropractic Training Market): Cluttered market. It’s Bad because of competition great because they “buy”. You have to find out how to find a piece of real estate inside of this market and stand out. You first ask yourself what “You can’t beat them on”? In this case Dan says nobody is going to beat the Big Guy on money willing to spend to dominate space (media). So in this case don’t try to compete there. Find the “Thing inside your story that is unique and sell it to your market”.

 Multi-Channel Marketing, Distribution:  Systems / Process Changes: Process Change is the steps in how you do things. Process that Dan and Bill used during teleseminars during Dan’s book launch tour. Typically people register for call then they are given the Teleseminar and then they are offered something to buy. In this case the first change they made was to make an offer immediately at the first point of contact which was the Thank You page. They then offered the same thing during all the reminder emails. During this campaign they signed up 4,600 new members. 76% of those new members signed up during process before the teleseminar even took place. A HUGE difference in profit. They didn’t change the “Thing”, they just changed the process for the offer. So ask yourself, what if we do x or put x here or change x to this? The next thing to look at is all of your systems. All wealth was and is created by systems. Ford’s created all their wealth with the conveyor belt system. McDonald’s runs like clockwork with systems operated by Teenagers. HAVE SYSTEMS FOR EVERYTHING YOU DO.

You might have 100’s of processes and systems in your business and it’s your job to carefully examine them and ask deep questions.

 Place:  Price Elasticity:  Big Ideas, Small Ideas, Macro, Micro: Key Idea: The big difference between Renegade Millionaires versus regular business owners is

Simultaneously versus one after another . If

you want massive growth and turnaround you need to find a way to be able to do all your major objectives at the Same Time!!! ---------------------------------------------

Dan’s process for seeing the opportunity within other’s business – What happens is people come to

Dan saying they are in business “A” and leave saying they are now in business “B”, “C”, and “D”. The big advantage the outsider has is Fresh Eyes. How do you give yourself Fresh Eyes? 

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The first thing is to take time and space away from it and then come back. You can accomplish this by first getting systems so you CAN take time away. Next move around the company into areas you don’t actively work in anymore and pay attention. Next find a mastermind group of people that take a look at your business from afar and you do the same for them. Go to industry conferences and “Listen”. Out in the hallways and the bar. Find the “Story” within your business and use it! Your story is what differentiates you from others. Expose yourself to a wide array of input and ideas. Read and listen and attend seminars. Otherwise you live in a small world and become myopic in your thinking. “Small Thinking” leads to small results. Read tons and tons of magazines. Not just in your field. Pay attention. Be careful not to invalidate something just because it doesn’t align with your philosophy. Example: tell people to study Disney everyone says YES! If I tell you to study Vivid Entertainment (Porn Company) you may immediately say NO! Don’t throw the baby out with the bath water.

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Look for price expansion opportunities. Remember that 20% of your buyers will always buy a higher level of it or the premium version. Ignored distribution opportunities. Joint Venture and Affiliate Opportunities.

Hot Seat: (he is in Health Insurance and Health Saving Account Business) went from broke to $25,000 per month in two years. Wanted to know how to raise closing percentage on clients and increase the number of customers online. He also wanted also to know how to increase sales. Traffic comes from Google and leads to filling out forms then to an appointment. Bill recommended this gentleman start to track his keywords and target the high performing ones. Dan points out that most people are making decisions blind. They also think that just because most people are coming from a certain keyword that is where the sales are coming from. Truth is that you might be getting 50% of your traffic from a certain keyword that’s only converting at 2% but 20% of your traffic from another that’s converting at 50%. You need to know those numbers. Both recommended that they put even more hoops for the potential clients to jump thru. This would self select people even more. Dan recommended this person start an Info Business on the “back” of the original business. They were able to develop a very big list and that is sellable to others in the industry. Bill recommended that he add more ways for the prospect to be able to respond such as signing up for webinar or teleseminar.

In business it’s rarely about the “One Big Idea” or “Do One Thing Plan”. 

It’s usually a combination of a bunch of small ideas and a few big ideas.

**Disney: One of their new Big ideas is that you exit the “Attraction or Ride” through the store. Dan’s question is: Why don’t all big shows in Vegas or wherever do the same thing? Small Ideas at Disney are the Pin Traders and Autograph Books. Both small ideas that lead to big revenue.

What are your BIG Ideas? What are your Small Ideas? --------------------

Big Question: How do I create value out of thin air? Can I add an exclusive level? Can I add something extra? What is the “Thing” they can only get at a certain level?

Intrinsic Value is rarely enough to make BIG $$ Info Marketing BIG and SMALL Ideas Tool Kits

Done4You

Tele-Seminars

Theme Boot Camps

Membership

Celebrities

Ascension

Contests (Body for Life)

Niches

Change way $ is made from TeleSeminars

Big Paydays Software or Utilities (Pain of Disconnect)

Extra Days Seating Upgrades

Continuity

Optional Speakers

Forced Continuity

Countdown Emails/Faxes

Coaching

Order form with the Big Up-sel

Small Coaching Groups Big Coaching Groups

BIG IDEA: Almost Everyone Underestimates Price!!! How do you structure price? Fee + % of Gross? So much per project? Flat fee? Etc.. How can you change the way you structure your price? Price Elasticity – How can you add a premium version? Where can I go with my price without my customers balking? Can I raise my percentages? Etc… --------------------------------------

Dan Speaks On Money! Why does an incredibly talented Actor find himself/herself in a foreign country in the middle of a swamp living in third world conditions doing a terribly bad movie? Answer: FINANCIAL COMPULSION!!! True freedom comes when you don’t have to do anything by compulsion. The only way to know where you are in relation to True Freedom is to have an “Enough is Enough” number. YOU MUST KNOW THIS NUMBER. Measure progress toward it yearly, monthly, daily, by the minute.

What is required for you to have no NEED to work, thus Completely Liberating you to make whatever choices you like regarding work or no work, type of work, clients, or customers, or

employees, place, schedule, liberating you from economic compulsion or anxiety. In Hollywood they call this FUCK YOU Money!

IF YOU AREN’T MEASURING PROGRESS TOWARD DEFINITIVE DESTINATIONS YOU ARE VULNERABLE TO DISTRACTION, CONFUSION, LOSS OF MOTIVATION. AND.. YOU WILL END UP SOMEWHERE ELSE. ---------------------------------

Why People End Up Broke? Insufficient Paranoia – When things are good we tend to stop thinking critically at all. What is going on around you that may threaten you? How can you have a plan in place if/when it happens? HEALTHY PARANOIA IS A MUST. Lifestyle Escalating With Income – They spend all their money as they move up the income ladder. LIVE BENEATH YOUR MEANS. Do not spend your future bank by overspending. -------------------------------------

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Most of the Self Made Millionaire Dan knows are debt free and the ones who carry debt do so as investment to grow business or investment. 90% of the SMM’s Dan knows are secondary real-estate investors beyond their primary residence.

For the first 10-15 years of Dan’s business career had Zero Net Worth. It was only after a change in thought process that he began to turn that around.

Simultaneously Thinking Formula =’s THINK + SAVE + INVEST ALL AT THE SAME TIME. Use your money to buy liberty, time, and freedom.

Future Bank Numbers That Serve As Assets In the restaurant business Rory Fatt has found that knowing someone’s birthday is an asset. The reason being is that pretty much anyone who’s got family or friends go out to eat on their birthday. And hardly anyone goes out alone to eat on their birthday. So someone coming in to redeem their free birthday dinner is bringing people with them. So after a year or two, you can actually hone down exactly what the value of a birthday is to your business. So for Rory’s clients, this is their future bank number. Of course at the end of the night they can tell you sales and profit numbers but the one of the most important numbers they’re looking at are how many birthdays did they round up. This is the number that has value year after year after year. So what happens is a guy can look at how many birthdays he gathered and let’s say he’s found that a birthday is worth a $100 bucks and for the week, he’s gathered 72 of them. Well, he can clearly see that he’s made a $7,200 dollar deposit into his bank account this week. Predictive income. You want to find numbers like this in your business.

Without this number you’re flying blind. This number is in every business or can be developed for each business. YOU MUST KNOW THIS. You don’t want to be like everyone else who is only paying attention to the present bank account.

Why Does A Highly Talented Actor Wind Up Doing So Many Bad Movies? Think Burt Reynolds in Mystery Alaska. This movie and others like it are so bad the actor won’t promote it and hope it dies the first weekend on the street. The reason great actors star in turds like this is FINANCIAL COMPULSION. The “Enough is Enough” number is the amount of money you need to have squirreled away so you’d never have to work again. More often than not people are doing something they don’t want to do or know is not in their best interest out of financial compulsion. An enough is enough number buys freedom from compulsion. In Hollywood the term for this is, “Fuck You Money”. It’s the amount of money that allows you to tell anyone to fuck off that you don’t want to work with and not even sweat it.

You need this number because if you don’t have it, you have no way to measure your progress. With no target, you have no idea if you’re on schedule to being where you want to be. This is why a big part of a consult with Dan is exit plans and what the end looks like. He likes to see his clients establish this end point. Now just you’ve reached your number, that doesn’t mean you’re gonna sit on your ass all day coat your fingers, lips and gut with Cheeto dust. Instead, it is the point when you know nothing you ever do from here on out will be a result of feeling compelled to. Choice is bestowed upon you. Something clicks inside of you when you hit this number. Your energy shifts and now more people are throwing money at you feeling that you don’t need it. Without this number you’re just drifting in the sea of obligation. Telling someone you’re “Doing good” is vastly differently from saying, “I’m 19 months away from being free of feeling compulsion to do anything for money.” Most people measure their progress by how their income has increased. Some measure upon how their lifestyle has advanced – bigger house, fancier car, pricier clothes, etc. People in nice part of town are just as guilty of this as people in the hood. But sometimes these “advancements” in lifestyle have you going in reverse.

The only way you know how much closer you are to freedom is if you have a number to measure against. The best target of all is the one that announces to you that you never have to do anything for money that you don’t want to do. This is the point when all your money choices are made purely from preference vs. necessity. Almost no one, even wealthy people, live in this state of mind. Most people will be tempted to say, “I’ll know it when I hit it.” WRONG. You want to measure where you are to the specific number day by day, week by week, month by month, year by year.

Q: Why does it not appear like you’ve hit your “enough is enough” number? There’s a whole lot of people who make a whole ton of money and wind up broke. Here’s the reasons they end up broke . . .

#1. Lack of Healthy Paranoia When people are in the midst of business growth and have been doing so for consecutive years, it’s easy to think it’ll never end. Shit happens. Every day. On every corner of the planet – even yours. One idea to keep close to heart is that life is in a conspiracy to derail you. Life should never be underestimated. Weather, terrorists from abroad, terrorists in the form of politicians, competitors, and more are all in a race to tear down what you’ve built. And they’re pro’s at doing this. Kennedy says that every week he’s got a client who’s dealing with some kind of immediate threat to their prosperity party. And if it hasn’t reached the level of threat, it’s a definite annoyance. Almost every industry has impending doom on the horizon. Every piece of bad news is a piece of good news for someone else. Being angry and pessimistic doesn’t help anything but being aware of threats and being realistic about them is smart. Tons of people who wind up broke ignore the fact nothing lasts forever and are completely disheveled and dumbfounded when they hit the brick wall.

#2. Increasing The Quality of Their Lifestyle Along With Their Income People who come to consult at Dan’s house are always astounded to find it’s a normal home. No mansion. No fleet of flashy cars. No servants or parking attendants.

Lots of people follow the path of increasing the money they spend on their lifestyle as their income rises. A ton of broke people Kennedy knows have done this. Most of the wealthy people he knows don’t do this. The person who consistently lets their lifestyle match their income or exceed it spending their future bank account, that’s the way you end up starring all kinds of shitty movies. You’ve not only spent what presently lies in your bank account but have also started spending money you don’t have – “We’re gonna make $2 million bucks next year, let’s go buy something for $2 million today!” - but what happens if a monkey wrench is thrown into the mix and you don’t make $2 mil? Dan prefers cash that gives him choices. He believes everyone finds a way to pee away money and that everyone should. Dan owns 28 horses that eat while he sleeps. So he’s far from preaching here that you should never blow money on anything. You should have something you pee away money on. Just not too many things. Jay Leno loves cars. When Dan was young he wanted a new car every six months. Now he doesn’t care about new cars. What’s highly deceptive is to believe that because someone has a ton of nice stuff or lack thereof, that they’re either wealthy or poor.

#3. Having a Very High Income and Low Invested and Matching Lifestyle To Income This is no way to get rich. This is the path to being imprisoned by work. “If there’s enough gross, there’s some net around here somewhere!” is something poor money managers believe. This ain’t necessarily so. Some companies that appear to be ultra-successful are floating on nothing but gross capital and there’s zero net to be found anywhere.

First 10 years of Dan’s business career he accrued no net. Next 10 years around $10 million. Next 10 years around $7 million. Recently it’s been around a million a year – net. Now to draw any conclusions about these numbers as to whether he was a success or not, you’d have to know his wealth goals. And it’s all about your personal goals. Now if his goal was to make $20 million a year and he’s only making $1 million, it’s easy to see that he’s failing to reach his goal. Dan was laser focused on hitting his enough is enough number more than anything else. Now that he’s exceeded it, he’s willing to pee away a little more money than he usually would’ve. So until he’d surpassed his enough is enough number, he never flew private. Now he does. Now he’s spending surplus.

Keeping The Money That Comes To You What the public believes to be true about wealthy people and what is true are two completely different things. You want to focus on reality, not what marketers and Hollywood tell you is reality. Here’s some realities Dan knows as a result of hanging around a lot of wealthy people…  70% of them have no debt – the exception to this is when people use debt for investment purposes, taking equity out and reinvesting it. These 70% of people kill themselves to be free of debt. They pay their credit card off every month. They’ve paid for their house.  A small percentage of their investment portfolio is in the market  They’re cash heavy – usually too far in that direction  90% of them are real-estate invested beyond their home This is something Dan feels he waited too long to get this going for him. This is a huge similarity in truly wealthy people. 380 of the Forbes 400 list have huge portions of their assets real estate based. So if some piece of the money that’s coming into your hands isn’t being put into dirt – property, you’re missing out.  They think simultaneously when it comes to wealth Dan had no net-worth in the first ten years of being in business. The reason for this was he was thinking sequentially about money, rather than simultaneously. Sequential thinking is saying, first you make some, then you save some, then you start to invest some of what you’ve saved.

You want to make it, save it, and invest it all at the same time. If you’re not doing it this way right now, you’re doing something wrong and the reason why is because sequential thinking will never even get you to the investing standpoint. For a lot of people it takes them their first 20-25 years in business to start making a decent income and then they finally start saving but they never allow themselves to become an investor because they just stock pile money in a savings account and a cookie jar. Having a 401K plan doesn’t make you an investor. This is forced investing – your employer took the money before it was in your hands and shoved into the plan. Most people never pay attention to and just it let it sit and then something like Enron happens and they’re surprised. There’s a very small percentage of society that ever steps into the investor class. Most people die in the earning class. A small number escalate into the saving class.

Out-earning life style is a mission impossible for most people and this is the primary reason they never get to the investing class. The way you get into the investor class is you start wherever the hell you are now. Your kids should be following this same path of making, saving, and investing all simultaneously. Some part of all the money that gets handed to you, even if it’s pennies should be poured into an investment of some kind and a savings of some kind. Rich people buy real estate once the market has corrected a.k.a. tanked. Get rich in real estate strategies you see on TV work, but they may not work for you. You have to have thorough knowledge of what you’re getting into rather than just go by the seat of your pants.

Q: If you lost all your money today, what would be most upsetting about that to you? The time, the inconvenience and the work that it would take to replenish it – even though it be replaced quicker than the first time he lost all his money. He doesn’t care about the stuff. He’d more regret losing the freedom to choose to do whatever he pleases. The independence and autonomy shows up with money and it leaves when the money is gone.

Paul Newman said, “You can only have so many closets and then it’s all redundant.” For Dan, buying stuff isn’t a big deal to him. It’s more about buying time, freedom, and choice.

Q: I wish you would talk more about why you want to become a millionaire. If I give a million dollars what good would you do with it? This question is loaded with moral judgments about how we use money and the necessity to do something that others deem to be good with it. One way to screw yourself up in business and in your personal life is being too attached to the “good” opinion of others. There’s a famous story in the state of Ohio about a guy winning the state lottery and the night he’d discovered he’d won, before he redeemed his ticket, he called every family member he could get a hold of, every friend of his, and he said, “I can’t tell you why but I’m really in dire circumstances can I borrow $5,000 bucks from you tomorrow morning?” Of course, everyone he talked to had a story about why they couldn’t do it. The next day he turned in his ticket and the guy talked about how it dramatically reduced the number of people trying to bum money off of him.

YOU DO WHATEVER YOU WANT WITH MONEY If you give Dan a million bucks he won’t guarantee he’s gonna do anything with it that you approve of. He believes being prisoner to the belief that you have to do good with money is a road block to it coming to you. And, he believes the more compelling reasons you have for getting money, the more likely you are to get it. There aren’t more rich people than there are because of a lack of opportunity. If you’re mentally stable and have an able body, there’s no reason for you to be in America and not be rich. The reason most people aren’t is because they don’t have reasons to be rich. They have no compelling reasons that get them off their ass and out doing something towards building their fortune. One of their members started three years prior with a window washing business with one bucket and a squeegee. He’s a millionaire today. Some people are handicapped by sheer ignorance. They’re third generation welfare recipients in the projects in Louisiana who can’t read and the only business model they’ve seen relatives or friends of theirs succeed at is pimping and drug dealing or some other kind of illegal activity.

If that’s not the case for you, and you’ve been exposed to multiple ways to succeed and you don’t, you’re in your own way.

Q: When you were building your business but still drowning in debt how did you balance optimism with anger at being in the situation you were in? Being pissed at yourself when you’re broke is a hell of lot better and useful than feeling sorry for yourself and blaming somebody else for your problems. But there is a difference between destructive self–criticism and accurate assessment. You are not your mistakes. You make bad decisions using bad judgment and you’ve arrived at the consequences. That’s not who you are. You have to separate your self-esteem and self-worth from your circumstances.

Dan is able to shove his problems into lockers in his mind and close them off so that he can focus his full attention on productive tasks that move him towards resolving the problem. And he’ll schedule off-peak time to go and wallow in pain if necessary. You can do this too. You can actually schedule “wallow in misery” into a day planner just like you can schedule anything else. He believes you should give yourself time to do this. And go full out with it during that allotted time and once time is up, move on to something else. When he was in his turn-around corporate situation, every day had time scheduled just for activity that moved the company forward. This was completely different time than was scheduled on dealing with the crises. Too many days spent purely working on the negative will lead to problems.

Look At How Athletes Use This Strategy . . . Athletes who prosper are extremely good at doing this in the moment, under stress. When Dan was doing the Success tour, Dan loved the fact that hall of fame quarterbacks like Troy Aikman and Joe Montana were on the program. And they told him that the most important skill for a quarterback to have is a short memory. The reason for this is because there’s only 30 seconds in between plays to forget what happened on the prior play and pour all of their focus into the next play. And even if they threw an interception, depending on where they threw it and how good or bad their

defense is, they may only have a minute of two to forget that mistake of theirs or their receivers and get ready to start driving down the field again. The plays are complicated, the defense is mean, and they’re fast so they have to be able to clear the slate and make something happen quick or get crushed. Dan has forced himself to get good at stopping himself from thinking about six things shove everything he isn’t working on now, into a little locker that he can go back to later. He hasn’t found that it’s difficult to train the subconscious to do this for him. The first step is to consciously direct it towards doing this. This is a real time concern because if you’ve made it far enough to where you’ve stopped people from physically interrupting you, it’s pretty easy to let internal interruptions barge in and steal your focus. Always keep in mind that an hour focused is worth ten hours scatterbrained.

Q: If accumulating wealth is so easy, why is it so hard for me despite my being able bodied and armed with competency beyond many? Some people confuse the idea of “easy wealth attraction” with “no work”. Dan has never prescribed the “No Work” plan. What he does prescribe is working on the right – high leverage - things. Ease comes with bringing the right things together at the right time. And this about hoping everything shakes out this way. It’s on purpose. Certain activities covered in this seminar trigger money flowing easier to you.

Things get easier when you stack certain market forces in your favor One of the most basic of all market forces is supply and demand. When you tip supply and demand in your favor it gets easier to make sales because now people are pushing money onto you as opposed to you reaching out and trying to get it from them. Muscling people out of their money is hard work. And it ain’t no fun. And it can be expensive. But accepting it when they’ve lined up to hand it to you is vastly easier. Until you’ve figured out how to make this change in your market, you’re fighting an uphill battle.

Deal flow is the name of the game. When there’s deal flow it doesn’t take as much courage to raise prices, take away selling gets easier, etc. You want to stay riveted on developing your fundamental market forces – the most important being supply and demand – so that this is turned upside down and in your favor.

Question Posed To Bill Glazer The Next Day . . . Q: When you’re ramping things up, how do make sure things with a multi-media campaign don’t fall through the cracks? Are you outsourcing? Are you bringing on staff? The first thing to understand is that the majority of renegade millionaire entrepreneurs Bill knows operate in the midst of chaos. Bill likes outsourcing as opposed to having stuff in house. Anything he can outsource, he does with the clear caveat that you can’t outsource everything. You need to know what your time is worth and clear everything out that needs doing that doesn’t pay you what your times is worth. The big thing with either delegating or outsourcing is that you need to manage the people in a way to where they know how to please you. Most people delegate or outsource down the black hole. You don’t want to do this. So, you focus on what is measurable. You want to know for each task what success looks like tangibly if possible, and you want to clearly convey that to whoever is doing the work for you. Next, there needs to be a set in stone deadline as to when the task is to be completed by.

Q: I’m having trouble reaching high net worth prospects. What would you suggest I do to work through this? “What’s a high net worth client worth to you?” Was the first question Bill asked. The guy said on average, “$20,000 dollars a year.” He’s spending nowhere near that. This guy should be willing to spend $20,000 dollars per name to market to these guys knowing that after that first year everything’s gravy.

And what the guy would find is that he wouldn’t need to spend $20,000 to get them. Hell, he could spend a thousand bucks to buy a lap top, load it with your presentation on it and Fed Ex to the guy. There’s no way this Fed Ex is going to be screened out by the gatekeeper. When the opens the package, he sees the note telling him to turn the computer on and directs him to click and play the video presentation making the case for why this guy should talk to you that is the only thing sitting right in the middle of the desktop. This elephant will feel this shot you’re taking at him as opposed shooting a beebee gun at him sending a #10 envelope hoping the gatekeeper puts it in front of him and that he’ll take the time to read it. You want to market according to what your customer is worth to you, not some abstract marketing budget figure you pull out of your ass. The other thing that knowing how much you make per customer allows you to do is factor that in to how much you’ll spend on the gift you give someone who refers people to you. Little to no money warrants a thank you call and card – more money lends itself to you wowing the hell out of them with a real shiny gift that’ll motivate them to send more people your way.

Q: What Do You Look For When Hiring An Assistant? One of the keys to have this person understand is the overall outcome you’re gunning for which is for your life to be easier. Running an ad for what you need done and interviewing people one on one is a really bad thing to do in Bill Glazer’s experience. What needs to happen is you need to put together a detailed description of what success as your assistant looks like. This isn’t a job description and list of required skills. It’s a vision of what you want to have happen. Another mistake people make is making decisions based on the personality that shows up to the interview assuring yourself that because their “interview personality” is so awesome, they can be trained to do the job. You want to hire people based on their having previously demonstrated they can do what brings success to bear in this job. Previous behavior is the best prediction of future behavior. You’re taking a massive risk hiring someone who’s never accomplished what you need them to accomplish. You wouldn’t be excited about hiring a heart surgeon who’d never operated on a heart before, would you? Well, why would you hire anyone for a critical position in your

company who was completely clueless about how to manage themselves and the tasks you put in front of them? So once again, your description of what you want to have happen needs to be as detailed as possible and it needs to have deadlines to it. And, you’re gonna have to be willing to pay top dollar for experience but it’s going to massively pay off in how much easier your life is as a result of having the right person in place.

Where Do You Find The Best Candidates? One of the best places to find successful people to work for you will be the other successful people already working for you. These people know what success looks like to you. The other thing is that they don’t want to work with bums who hold them back. So asking your A-Players is one place to start. The next source to tap is your clients you work with. If these people depend on and respect you, they want to see you succeed so they’re gonna only want to send you someone if they’re assured they can be a hero for doing so. Next, probe people of influence in your life. Could be your banker, could be your mentors, could be your coaches, etc.

Q: How do I get my resistant bitchy staff to get on board with my initiatives? Grow bigger balls. Or as Betty White says, “People always say “Grow a pair of balls.” Balls are sensitive and fragile. Get a vagina. Those things can really take a pounding.” Like Dan says, “Who’s working for who? What are we running a democracy here? If that’s the case you’re gonna lose every time. I didn’t know the staff got a vote.” You teach people how to treat you. So if there’s an uprising against you, you have to observe what you’ve taught people about how it works around here. You need to be open to what people have to say, but have them know that ultimately what you say goes. Employees are going to give you a bunch of shit and a lot of it comes from them having zero clue as to what it takes to keep the doors open. Letting them know more about that process helps them see things from your position. And a lot of problems can be cut off at the knees by hiring the right people from the beginning. Personality tests can reveal if people can AND will sell. Two different skill sets that are going to play a huge role in the perspective the employee has on you making money. If they won’t sell and can’t, they’re more likely to view you making lots of money as a bad thing.

Magnificent Discoveries Within Kennedy’s USA Today Ad One of the big x factors that worked in Dan’s favor was that he wanted to reach the National Speakers Association audience that were in Orlando for the convention for that week and this allowed him to only advertise regionally, rather than spend way more having the ad show everywhere. The convention was at the Marriot and that’s the paper that gets set out in front of every room of the occupants there so it had an even better chance of being seen by the perfect prospect. The next awesome thing was that with buying that full page ad, he bought himself a tear sheet he can use in his marketing in the future AND he’s able to forever now say, “As seen in USA Today,” in any of his marketing. What’s more is that immediately following the convention, they had a mailing go out to his National Speakers Association list using the tear sheet from the newspaper as the reason why he was contacting them. Another plus is that the speakers who read the ad have to assume he’s doing very well, way better than they are and has something valuable to offer because the ad costs more than most of the attendees annual income. An additional takeaway was that he targeted the ad to speakers. The opening was “Why is this famous speaker . . .” He wouldn’t have done this had his audience been anyone but people who see themselves as speakers rather than what they are, which is business owners. The testimonial stories within the ad were also speaker oriented. Dan could’ve ran a similar ad to this in the National Speakers Association Magazine OR he could’ve hired someone to work a trade booth at the convention. Or he could’ve camped out there the whole weekend. The problem with both of those? They look desperate. Second problem – these are all the same things everyone else is doing. And the problem with him not staying home is that it costs him a minimum of $10K a day so with the ad costing $13K, he made $7,000 by running the ad – just by being able to stay home. You want to learn to buy productivity like this. At a certain point you’ve got to start buying your time back from one kind of activity in order to put it towards something else that makes you more money. The most important benefit of running this ad for Dan was buying those two days of his life. His outcome was to get more buzz about him at the event with the ad than had he been there trundling through the convention himself.

The outsourcing and delegating you see renegade millionaires doing is really nothing but buying hours of their lives back. This is hard to do for most people because they value the paper in their pocket or the blips on the computer screen more than they value their time.

You make it hard to fill your bank account with all the money you want when you don’t value your time more than your money. This one strategy had so much leverage built into it. Even if the results to the offer were bad, he still ended up in the positive purely from the time he saved and the credibility he established running that ad there.

Managing Yourself Like A Renegade So You Can Get Shit Done Dan feels he gets a lot of credit for being disciplined that he doesn’t deserve. He owes a ton of words. This is the only reason he writes a certain amount of words every morning. If he didn’t have this practice, he’d get so far behind he’d be taking a huge dump on a bunch of people who depend on him to deliver.

He admits that he less self discipline than half the people in the room. What’s different about him that allows him to get things done is self-imposed discipline. This means he said he’d do something so he owes somebody something. He puts himself in debt and works himself out of the hole and preserve his self image. His pride forces him to manage himself in order to honor the commitments he’s made. Most of his writing is connected to deadlines for projects he’s already been paid for. Rich people get paid before they do the work – poor people get paid after they do it. So he’s cashed checks, he owes work product, and he’s got a deadline to meet and waiting till the last second and hoping he pulls something out of his ass at the last second is not the surest path to honoring his commitments thus, the daily working towards chipping away at the debt. This is a condition that is self-imposed.

This isn’t mutant level discipline he was just born with. When the alarm clock goes off, he sees in his mind the picture of the person who paid him a ton of money and is going to be screaming at him if they don’t get their stuff, and this is what gets his ass out of bed bright and early. He sets up the game so that discipline is forced upon him. This isn’t about something you don’t have that he does which is the implication with disciplined people vs. undisciplined people. This is about putting your ass on the line so that there is no other choice but to be productive. And this is an especially important practice to adopt if you’re naturally un-productive like Dan says he is. He knows this and faces this reality and then sets up other people to hold him accountable.

Protecting Your Time Like A Junkyard Dog The biggest lesson to learn from Donald Trump’s Apprentice show was how people were achieving significant accomplishments in such a short period of time. One example is that one of teams got a children’s book written, edited and ready to be published by Random House in 48 hours. 18 months is what most drag this task out to. What made this possible? The producers took away any outside distractions. No radio, no TV, no magazines, no newspapers, no family, no friends, no shopping. THIS IS THE LESSON OF THE SHOW – major projects completed on severely short deadlines. Dan points out there’s only 5 people he’d ever want to work with out of all the seasons of The Apprentice. The rest of them are clearly dysfunctional and you wouldn’t put them in charge of cleaning the bathrooms at McDonalds. Everyone can look at everyone on this show and agree that not one of them are the Michael Jordan of the business world. They don’t have anything going for them that you don’t have. Most of these people instead of having an edge are actually handicapped by being over educated and having had the luxury of being able to do things REALLY slow all their life. They’re being shoved into tasks of which they have almost zero direct experience doing and even when the team misses the target and the end result isn’t great, what they get done is pretty astounding AND it’s DONE. How is this possible? If you gave your staff these same assignments, what do you think would happen? Kinda scary, huh.

Intensity, free of distractions that derail them is the key to getting results like this. That’s how the slowest people on the planet can get so much done. This is exactly how Dan gets so much done. If he’s gonna work on a project, he sets himself up a protected block of time to do so. Protected from shopping, phones, laundry, family, friends, people wandering in an asking questions, no checking mail or facebook every 5 minutes. No nothing. Just Dan and the task. This makes his 4 hours the equivalent of 20 of yours. You’re going to write your newsletter like he is but you’re trying to do it with all the distractions. Who’s gonna win that race every time? Some freelance copywriters will take 4 months to do a project so they can only do 3 projects a year. And then they wonder why they don’t make Kennedy money. Well, doing only 3 projects would be the first of their impediments.

If you won’t be a ruthless asshole about protecting your time, you’ll NEVER be able to implement everything you want to. Your minutes are worth shit because they’re diluted – 2 out of your 10 minutes are spent working. Dan has 10 minutes out of 10 minutes driving toward the finish line. Dan’s always gonna win when he stacks the deck in his favor like this. And the kicker is, he can be worse than you, less talented, dumber than you and he’s still gonna kick your ass. You put yourself at a dramatic disadvantage by not doing this. What’s crazy is that people would never tolerate people doing to their wallet what they tolerate them doing to their time.

The Reason Why You Need “Rules of Engagement” You need to spell out how people are going to interact with you. This happens one of three ways . . . 

The Rules You Lay Down



The Rules They Lay Down



Random Toss Up Between The Two

You teach people how to react to you. People will always test to see what they can get away just like little kids. This means you’ve be conscious of keeping people in line.

You beware the precedents you set up. If you let someone violate a condition, you may as well have told them that it’s okay to keep violating it again and again. And violations get worse. The 4 minute imposition turns into 34 minutes. You have to enforce your boundaries and what’s going to make this a thousand times easier is eliminating your trouble makers. The people who can’t adapt, get the boot. And just because you kicked them to the curb doesn’t mean they’re garbage. These people just don’t fit with your style. They’ll probably be perfect for someone who isn’t militant at all about their time. Dan has turned down mega-money that could’ve come from Bill Phillips, the Founder of EAS and the Body For Life fitness sups and books because he doesn’t want to work under the conditions Bill prefers – staff being ready to serve at the snap of a finger. This doesn’t mean he’s a bad guy or a bad client or make him wrong. Just makes him a bad client for Dan.

You Must Embrace Being Seen As An Asshole By A Lot Of People In Order To Make This Work Dan doesn’t take incoming calls. He doesn’t return calls. He works by phone appointment. How this enriches the lives of everyone he works with is you’re never playing phone tag with him. You both know exactly when you’re getting together so no one is pissed off. Some people won’t appreciate having your full attention at a time that isn’t now or precisely when they want it so they’ll see you as an asshole. When you’re okay with this, you’re gonna make your life a lot easier and more productive. Even if did nothing in a renegade fashion to protect your time, there’s still gonna be a large segment of the people you deal with that think you’re an asshole. You’ll never please everyone. You might as well make sure you’re pleased.

Dangerous Myths Standing In Your Way  Accessibility is Good. In-accessibility is Bad If you believe that controlling people’s access to you is going to take money out of your pocket, you’re an interchangeable commodity. You’re a commodity not unlike a convenience store where the only reason people come to you is because you’re on the side of the street they’re traveling. You’re probably price

suppressed and soon someone who makes $2 dollars an hour sitting in a cubicle in the Philippines is going be able to do what you do.

 Going The Extra Mile Is Good Going the extra mile might make you rich, but Dan believes it’s highly possible that it won’t be in this lifetime. You should go the extra mile for your clients but not in ways where they determine what the extra mile is. You choose, not them. There’s a lot of stuff you can give your customers that create a WOW experience that don’t require your presence. There’s a sign in Dan’s office that says, “I’m doing my best to live my life without my being present.” And this is what you need to get better at.

 My Business Is Different Unless you’re a bail bondsman and someone is waiting for you to get them out of a putrid jail cell filled with rapists, drug addicts, drunks, and killers, your business isn’t different.

 This Customer Needs Preferential Treatment Some people think these rules don’t apply to people giving them a ton of money or because their business is different or they’ll lose them to someone else if they don’t dance for them. The point of rules is that they apply to everyone. If you have to make all kinds of exceptions for a certain client, you probably don’t want them are a better off not having them. The ultimate priority is protecting your time.

How Do You Get To Your First Million Faster  Transaction size matters. Getting to a million with a $10 dollar product is gonna take a hell of a lot longer than if you’re selling a $10,000 product. So if you want speed, you’ll definitely want to consider transaction sizes in your business. The thing to also keep in mind is that it’s not that much harder to sell a $10,000 dollar thing than it is to sell a $10 dollar thing. It’s almost never more difficult, more expensive, or more time or energy to do.  Capped vs. Wide Open There’s an infinite amount of money out there waiting for you.

There’s only a finite amount time available to you to go out and get it. Time is capped. The flow of money is gushing and free flowing. One example of this Kennedy cites is the fact that people who are have paid a half a million bucks to live in a high rise condo in major cities are buying $200,00o condos just to park their car in. They don’t want to park their Maserati in the community garage of their building so they’re buying these garages to park them. The limitation is on the time you have available. Not on the money that’s available.

Q & A – Hard To Swallows Q: How Can You Not Deal With Emails and Calls From Customers Daily? Most people are compulsively dealing with inbound communication way too often. On every break they’re checking their email. They’re checking messages while taking a dump. And they do this under the guise of multi-tasking. People behave with their phones and email like a methamphetamine addict who’s on a three day bender and is looking out of their window every 10 minutes because they imagine they hear something and think the cops are coming for them. If you’re making plenty of money, or you’re going to behave like you’re making plenty of money, this means there’s a line of people wanting something from you. If you respond immediately to someone, you’re screwing all the other people in line. Everyone has to wait their turn. Since there’s a line, there’s no need to check any newer incoming until he’s getting close to the end of the line. Unless you’re gonna let someone cheat, there’s no reason to go see who’s at the end. So why drive yourself crazy looking and looking and looking again? When everyone knows this is the way the game is played, you’re playing fair while staying sane and productive. One thing Dan refuses to do is see mail daily. He knows his tendency will be to violate the line if he does so. So all the mail is sent to Vicki in Phoenix and she separates it into A,B,C piles and puts a rubber band on it and sends it via Fed Ex to him every Friday. So during the week he’s working through the box he got last Friday.

When something shows up and screams of potential it’s easy to cheat the work you need to be doing or cheat some personal activity of yours. The only way to resist this temptation is to have a controlled line and a controlled time in which you see everything. Your clients need to understand the rules you play by. Otherwise they’ll think you’re MIA.

Junk communication is the worst. Email or chat is some of the junkiest of the junky. If you let people, every time someone has a brain fart about something or a question they could easily answer for themselves if they’d take a sec to look, they fire it at you. And this applies to everyone you’re dealing with staff, vendors, partners, affiliates, etc and this compounds all the junk messages sent your way. Faxes require a little more thought because you had to commit it to paper with ink. When people actually had to write a letter or type it on a type writer, put it in an envelope and mail it this dramatically lowered the bullshit. Your clients need to know when they’re going to be responded to and what the process is. And he violates this system for legitimate emergencies and every once in a while for a massive opportunity.

Get Out of Jail Free Card Dan tells the story of following Colin Powell on the Success events and being peeing and moaning back in the green room one day because the event had run long and he was in danger of missing the last flight out and he didn’t want to be stuck there. Colin Powell told him, “I can fix it for you. But understand I’m only going to do it ONCE. One time. Ever. So you can never ask me again. You’ve got a card and you can use it. You can decide whether you want to use it tonight or whether you want to keep it. So if you use it tonight and next week three of your relatives are dead, your house is on fire, and your dog is missing, you’re shit out of luck. Do want to catch this flight tonight or not?” He accepted Colin’s offer and walked off stage and out the building and there was a sedan waiting for him along with four cops cars with their sirens going and Delta has held the plane with everyone aboard for 15 minutes. Car pulls up and gets on and sits in first class and the guy next to him says, “Who the hell are you?” If you’re gonna do a “Get out jail free” card, this is how it has to be.

How Come You Don’t Have a Phone Number Set Up Where People Who Want To Give You Money Right Now, Can Call To Give You Money? If you’re in the business of selling iPods and people are ordering them from you out of a catalog, its makes sense to have a live human who can take that order. Back when Dan had his product business, he only had someone answering the phone four hours a day. They trained people to only call during that time and eventually trained those customers to like using the fax rather than talking with someone because if they’re using a fax, they’re not waiting on hold and they’re not talking to some operator who’s irritated at the idea of being asked a question. The direct order environment is where this applies. But that’s not Dan’s environment. Bill Glazer doesn’t even have someone (at the time this was taped) answering the phones for people who want to inquire about the entire product line available in the Glazer/Kennedy catalog or on the website.

How Do You Manage Several Projects At The Same Time? He admits he manages it very poorly. It’s a mess and he’s perfectly fine with this. He doesn’t believe there’s a way to manage it well. For him a work project file is a giant Ziploc bag you could fit a midget into loaded with papers, books, everything pertaining to the client’s project gets stuffed in there. He can see through the bag to what’s in there and write on the bag. This is imperfect.

You gotta get over the idea that things have to run perfectly. Now it doesn’t matter if there’s only 5 projects or 500 of them, you want to be assigning protected time blocks to each one. Most people work with no end times. They have start times and it’s usually the time they show up to work and their end time is when it’s time to go home. Whatever happens between 9-5 is what happens and regardless of what did or didn’t happen during the day, at 5 they take their ass home. This is the reason tons of stuff doesn’t get done. A perfect example of this Kennedy gives is asking someone to stuff 1,000 envelopes for you. This task is going to take waaay longer if you haven’t first sat your ass down and stuffed 100 envelopes and timed it with a stop watch so you know how long it should take. If you

time it, you’re able to say, “It should take 3 hours and 17 minutes including your break and I’ll be back in 3 hours and 18 minutes with the next project for you to work on.” And you’ve gotta do the same thing with the work you do by yourself. If there’s no end times you’ll stretch the completion beyond what it needs to be. Dan is appalled at the author who’s taking 2 years to write a book. Instead of saying “I’m going to work from 5:00 to 7:50 and at that time I’m going to have 2,000 words done” they just go to work at 5:00 and whatever happens happens. When you train your mind to work at high speed, it will. Stephen King explains in his book “On Writing” how his process for writing is much the same as Dan’s. He’s got a set time he sits down to write everyday and a set time he wants to finish X number of words by. None of that time is spent seeking muse at the zoo or in wilderness. Waiting for the lightning bolt of inspiration to strike ain’t the way to get shit done. You’re gonna be waiting for forever. 80%’ers are always waiting for something. Bill and Dan need all kinds of strategies. They have one day a year they lay out all the strategies they’re going to deploy for the entire year and they know they’ve gotta be done with everything by a certain time because one of them has a flight to catch. By attaching end times to projects, to phone calls, to meetings, you dramatically affect how many things you can do simultaneously. You pre-schedule as much work as you can, especially with a project that’s spread out over time. You want to bust this thing up into chunks. Dan has project work on his calendar for six months from now.

How Do You Work Fast? Ignore most of what other people consider important. An example of this that he doesn’t recommend is the fact that Dan hasn’t balanced a check book in 23 years. He might be off by a million bucks right now. If he was, which he doubts, he considers it a cheap million bucks. There’s stuff that the majority thinks is important that you have to decide isn’t in order to pour more time into what is really important. And you can rest assured this will piss off the 80%’ers around you. Success is prepared in a messy kitchen. Your environment makes a huge difference. You want to be surrounded with the resources that allow for speed. When Dan is writing, all the stuff he needs for this task is within

reach. He says that his little coffee cup warmer that keeps the coffee drinkable is worth a $100 grand to him because it’s saves him from having to go get a new cup of coffee. Not being interrupted in your environment is also crucial to speed because getting started after being derailed takes time. You want to be racing against a clock. If you do this, you won’t stroll to take a piss; you’ll run. When you stick to this kind of plan, your subconscious mind gets the message and starts delivering results to you faster. When the alarm rings on the project you’re working on, you’ve got to stop. You have to move on to the next thing on the list. Otherwise your subconscious mind will never get trained to improve because you’re proving to it that you’re full of shit – you don’t do what you say you’re gonna do.

Your deadlines have to be real. Doesn’t matter if you’re not done. Think of the psychiatrist here – you could be mid-sentence saying, “I’m gonna kill mys…” and the timer goes off they stop you and kick your ass out saying to put a pin in that thought so you can pick up the conversation on your next appointment. They don’t extend your session. So there’s gonna be a period where things aren’t getting done or they’re getting done a lot shitter than you’d have liked. But this is the only way you’re gonna train your mind to move at the speed of light for you. If you extend the deadline screwing over what’s next on the list, you may as well not even have had the deadline in the first place. People in the workplace are at their peak of their productivity on the first half of the day before they take off on vacation. The reason for this is they’re playing beat the clock moving at top speed. If you worked with this kind of urgency whenever you worked, you’d be getting more done.

How Do You Work With Your Single Employee? Vicki and he have a brief (15 min. or less) phone call 4 times a week. There’s very few faxes between them of urgent activity throughout the day. Someone wants to give you a shit load of money or a genuine emergency are pretty much the only instances where this happens.

She sends Dan an organized box once a week that’s filled with mail, faxes, checks, bills, etc. He Fed Ex offloading stuff to her however often he needs to and he doesn’t ever want to have a discussion about what he’s sent her so he’s had to refine the process of relaying exactly what he wants done so there’s no confusion. She clumps phone appointments into certain days of every month for him. These are phone days. Doesn’t matter if it’s personal – money manager – or clients. He just takes care of all of his phone appointments in one day and doesn’t do another phone call for another two weeks. All new phone appointments get put in by Vicki into the days set up as phone days. She reminds him of appointments and tasks so he doesn’t forget.

How Do You Battle Perfectionism? The question beneath this question that people are too scared to ask is, “How do you deal with the fear of being criticized?”

Perfectionism revolves around and is nurtured by other people’s opinions. It’s not about getting results. The example he gives of this is stating that him having 22 typos in his book will have zero impact on someone deciding to give him money or not. It’s going to frustrate school teachers. The editor will whine. Some book reviewer in the South Dakota book journal he doesn’t care about will remark on it. Friends, family, neighbors are going to gleefully point out your typos and tell you about it. He doesn’t give a shit. He only cares about the end result. What these people think is of zero importance to him. The name of the game is results. When Dan was speaking at one of Ron LeGrand’s Information Marketing seminar for beginners, he was on stage for three hours. Three hours is a long time so he does a little shuck and jive up there. At the end of his speech, he’s nailed it and there’s a stampede of people rushing toward the back of the room and he sold over $100,000 worth of product. While all the smart people are moving to the back of the room, one guy is moving to the front to talk to Dan. This guy has meticulously stick counted the number of times he said, “Uhh,”. And it was a pretty big number.

His first thought was, “Holy Shit! That’s pretty impressive. I didn’t know you could fit that many “Uhh’s” into a three hour speech.” So for a few minutes, he tried to help the guy by explaining that he’d flown all the way across the country from Canada to be here, paid $5,000 to be in the room, and you just spent three hours of that time doing nothing but counting the number of times I said, “Uhhh”. Then he told him to turn around and look to the back of the room. THAT’S WHAT YOU OUGHT TO BE COUNTING. If you’re too dumb to buy something, you ought to be counting up the money people are spending. The first time Dan saw Zig he speak he was at the back counting the money saying, “HOLY SHEEP SHIT! LOOK AT THIS.” This is something to learn from, the flags, the packages, etc.

He then told the guy, “Look around. You’re the last person I give a rat’s ass about what you thought about that speech because you’re not giving me any money. So your opinion matters less than anyone else’s here.” The perfectionism question is a shell over the criticism question. The 80%’er’s are hyper sensitive to what anyone they ever come in contact with thinks about them, their products, their products, and their services with zero degree of concern about who’s opinion matters. If Dan truly wanted an assessment done on one of his speeches, he’d ask someone like Bill, or Lee Milteer, or Ron LeGrand or Tommy Hopkins, or Zig, or Brian Tracy someone like that because their opinion is qualified. And he can trust their critique isn’t diluted by jealousy, envy, or pettiness because they’re super stars already. Hell, in the instance above, Ron would’ve got a vote because he was paying him to be there. With most people their third generation welfare recipient mother in-law’s opinion counts just as much as their highest paying client’s does. Their peers’ opinion matters just as much as their best client’s does. Dan’s USA Today ad has two typos in it. He knows he’s gonna get mail from speakers pointing this out. He doesn’t care. “Nobody gets rich in America by being perfect.” Thomas Edison

Where To Reach For Perfection In Your Business

You only strive for any sort of perfection on things that are ultra important. Dan hates power points for speaking because they try to make the speech perfect. Dan believes and coaches speakers to feel free to screw up anything but the pitch. If you memorize anything, memorize the pitch. This, you want to be perfect because that’s what matters. People aren’t gonna forget you blowing the punch line on a joke. They’re barely gonna remember being there the next day. They won’t remember tomorrow that you only gave them 14 of the 17 points you told them you would. Nope. Be perfect about what puts money directly into your pocket. This applies to everything in your business. Even with delivering an experience, a consulting day experience, an event experience, there’s just a few things you should even be concerned about that make a difference. Nothing else even matters. Dan used to make sure that wherever he did consulting was nice – clean fake office - and he got over this. Now you consult with him among all his piles of shit. What’s really important in a consulting day is to send them on their way with 10-15 really kick ass things they can go implement. You pick and choose your perfection battles with great care.

What Do You Do When You’ve Come Upon A Success You Don’t Want And Something Better Comes Along? This is Robert Ringer’s “Better Deal Theory”. This is what makes it tricky to get a cold celebrity to do infomercials. They haven’t worked in forever and almost no one remembers them and you want them to do a show but they keep in the back of their mind the picture of Chase Bank calling em up wanting to pay them a million bucks to do the show and now they’ll pass on the $100K you wanted to give to them 20 times while be paranoid about not being available for the bigger better deal. These people kinda have a legitimate case because they’re gonna be under a contract. Entrepreneurs are rarely involved in something you can’t get out of. So if something sexier comes along, you figure out how to get rid of what you’re doing now – shut it down, give it away, sell it, etc. The more visible/famous you are the more opportunity is going to be dropped into your lap and the quality is going to get better and better.

You want to be reject people and opportunities as quickly as you can with litmus tests with as little stress as possible . . . One of Jeff Paul’s litmus tests was, “If I have to wear a tie, I’m not doing it.” No matter what it was. You are justified in whatever goof ball priorities you set up. One of Dan’s is that he turns down anything that asks him to miss multiple nights of horse racing which takes place on M.W.F. Saturday. So this means going to the west coast to work is out of the question. So he can say no to Guthy Renker asking him to do work with no thought. The longer you think about an opportunity, the more likely you are to talk yourself into it. Another great litmus test Dan uses to disqualify an opportunity fast enough to make your head spin is if he has to work now in hopes of getting paid later. Barring you’re not violating a personal preference or dealing with a psycho, here’s some further criteria to consider . . . 

Is this opportunity synergistic?

This is the concept of seeing the opportunity in the opportunity. Does this support something else I’m already doing or is it completely disconnected to everything I’m already doing? 

Do you really want to work with this person?

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Would it be a blast to do? Would I have fun doing it?

Key Takeaway Here . . . There’s always going to be something sexier but if you don’t do anything because you know there’s always something sexier on the horizon, you’ll paralyze yourself and never do anything. This happens to speakers all the time. They book a date and right after someone calls offering to bring them in on the same date and pay them 20 times their fee and put them in front of 20,000 people so they’ll be able to sell a million dollars of shit but they can only do it on the day they just booked to go speak to the Kentucky Grocers Association. Speakers know as soon as they pencil in a date, there’s gonna be more inquires coming in for that same date. It’s shocking how often this happens. People like the idea of mulling ideas around but they don’t have a good way to go about it. You want litmus tests that are carved into stone. And then you want the criteria in front of you that makes your decision as objective as possible.

How Do Exit From An Information Marketing Business? This is a huge question that doesn’t get a huge answer here but one possibility is selling the business to a customer in one of your coaching groups, much like Dan did with Bill Glazer. If you’re doing things right these people will want to be you. They don’t want to be them and they’re probably not super happy doing what they’re doing and what you’re doing with them seems more attractive than what they’re currently engaged in. There’s all kinds of stuff to consider ranging from the question of how you’re paid, if you’re okay with them failing, the impression it would have on your brand/name, etc. IMPORTANT TO KNOW: Information marketing businesses don’t have equity. You try but they’re primarily driven by cash. So these businesses are about extracting money from and whatever happens at the end is a cherry on top. And he’s found that most of the time you end off selling pieces rather than the whole shebang at one time. The selling off to big dumb company option doesn’t exist for info marketers. For the gourmet pizza shop woman it does – if she opened more chains profitably and they thought they could open a jillion more. Peers want to be cheap when it comes to giving you any money for the business (we’ve experienced this here at Nerd Nation). When you’re considering selling off what you’ve built, you want to search for ways to get paid more than once. This happens when you sell it to a smart person who improves it and makes the tiny piece you keep worth more than what you got from them selling it in the first place. And then figure out what the best parts of the business are that you can keep doing so you’re getting paid three times. Prime Example: Selling part of the business to Bill Glazer.

How Do Renegade Millionaires Choose Who To Hang Around? Dan points out that the room there is a community in and of itself with a bunch of interwoven alliances. Smart people find a way to connect them together. When this happens, productivity and profitability increase. Dan is always looking to connect one person who doesn’t know one thing with another person who does, or one person who has customers with another person who has a product that perfectly fits with those customers. Joining forces in the effort of bigger, better, faster results is the name of the game within the groups you put yourself in.

The People Who Do This Well Are Extremely Selective Because They Know The Power and The Danger In This The inner-inner circle of renegade millionaires is really small because this lowers risk of being poisoned by the people you’re surrounding yourself with. Your list of who you should trust on certain issues to work on should be real short just like Dan’s was with getting feedback on his speaking presentation. You have to know these people are exactly on the same page with you and the outcome you seek. You need strict criteria in place that determine who you’ll not only spend time with but who you’ll take advice from and from there actually work with. One thing Dan tries to be conscious of pointing out is when he’s giving you opinion/personal bias vs. fact he knows to be true. People are flattered when asked for their opinion so this leads to them giving advice whether they should be or not. Where this shows its face is when people expand the guru’s expertise beyond what it is. The perfect example of this is America turning Dr. Phil into a weight loss expert. Kennedy talks about how people get marketing advice from him that works, money advice from him that works and then turn around and ask him for relationship advice. He admits he’s the wrong guy to be asking for relationship advice. So whenever he talks about relationships he makes it clear that this is just his opinion and that’s how it should be seen. And it’s not even qualified opinion. Just opinion. Beware how you use the experts you have access to.

What Do You Do? It can be very therapeutic to hang around people who know your business when it’s a nontraditional business. And associating with action-takers and winners who hold you accountable to doing what you said you would can make a huge difference in the level of your success. One of Dan’s clients used the Super Conference as a deadline for which to finish his project by and he knew he had to have it done before he went to the event so he could show it to Dan. Well, he’d fly in, show it to Dan and get feedback and leave immediately after. He didn’t care about the conference. The value he got was from having the deadline and having cheaper access to Dan than getting the full day of consulting. 

Hold your ass to the fire

For most people, their home and work environment/peers offer little to no accountability. When you associate with people who are in similar businesses to yours and get what you do, they can objectively hold you accountable to your desire to do what you’ve set out to do.

We all like to be held to a higher standard and given the opportunity to show off. The right group can provide the nurturing environment in which to do so. 

Reinforcement

The right group of people can assure you you’re on the right path. They can also comfort you in reminding you that your dysfunctions and peculiarities are not yours alone but are shared by the rest of the group. When you’re isolated in the wild with the 80%’ers and everyone is doing their best to beat your renegade behavior out of you, it can be depressing. This leads to you trying fix what isn’t broken. Dan talks about how often people are relieved to see he works in a mess too when they come to consult with him. They thought prior to this they were diseased and needed reform school because they thrive in chaos. It becomes a relief to see they aren’t alone and they're reminded that they guy who only makes $50K a year is the one who’s supposed to have the ultra clean cubicle. 

Recognition

This is about someone recognizing what a bad ass genius you really are. You don’t get this in the wild UNLESS you go buy a Lamborghini or a mansion or a bling bling which is why those external validation trinkets are so seductive to the entrepreneur who has no peer group to pat him on the back and remind him that being an 80%er is the losers path. The 80%ers in your world are gonna look at your mail piece and say, “You’re not gonna mail that ugly piece of shit are you?” You can tell them that indeed you are because last week you mailed it and it brought in $23,000 and they’ll still think you’re an idiot and should be embarrassed to send something out that doesn’t look like everything else they get in the mail. Being an entrepreneur is lonely. You can’t talk to employees the same as you can with other successful entrepreneurs. You also can’t share your victories with employees the way you can with other entrepreneurs. If they hear you telling them you hauled in $629,000 dollars this weekend, they’re gonna want a raise and a new computer. And then you’re afraid to share your defeats too because then they get freaked thinking you’re going under or aren’t the superman they thought you were. It pays off big time to put yourself in an environment where you’re understood and patted on the back for a job well done.



Multiplication of Effort

There’s nothing valuable about hanging around with people who are only doing what you’re doing because you’re already aware of that and won’t experiment. When someone in your group experiments with a new strategy or tactic and brings back the results, that saved everyone else from having to take the time to try it blind. And if the experiment was a flop, this saved everyone else from having to waste time and money on it.

What Should You Be Aware Of When It Comes To a Coaching Group? 

The group needs a good cop.

For a group to run harmoniously, you need a good facilitator. And the more successful the people in the group, the more important this is. Dan admits that running his platinum group is tough because anyone of them is so knowledgeable that they could run the group and they’ll try to if he doesn’t call for everyone’s attention and huddle everyone up around him. It sucks to be in a group with a weak facilitator who lets the inmates run the asylum. This leads to productivity dwindling and the group disbanding. 

Successful people join multiple groups

They may not all be paid groups, they may not require their physical presence, but the commonality in the rich people Dan encounters is that these people are always getting better at joining the right groups for the right purposes. And this goes for the people who are running groups of their own and being paid to do so. Another thing smart people are conscious of when joining groups is the need to avoid incestuous environments. So if you’re in the plumbing niche, joining a plumbing association mastermind would be a case of this. The big leap for renegade millionaires is seeing what people outside of their business are doing and adapting those practices to their own.

What Are The Key Criteria You Use To Determine Who You Spend Even One Minute Around in Your Personal Or Business Life? “Don’t tell me about the labor pains. Just show me the baby.”

Renegade Millionaires are often, “Let’s get to the point,” kind of people. They’re very aware of the value of their time. They’re usually on the hunt for people they consider to be intelligent relative to their interests and as a result has led to them being successful that they can learn from. They’re very conscious of being dragged through the mud by someone who’s a victim and are defeating themselves in life. These people know that their game has to be on if they want other people of high value to welcome them with open arms so they’re always looking for ways to sharpen their mind so they can be a source of light, love and value.

Another thing renegades look for is people who know things they don’t and who agree philosophically on things with them but have different knowledge bases. Case in point: Dan considers a platinum meeting a failure if he just got paid to run it and didn’t come away with new ideas to implement into his own business. Most people surround themselves with people who know as much, the same or less than they do. That’s a safe and comforting place to be if you don’t want to grow.

This point in the seminar is the Q & A section where anyone could ask Dan any question.

Q: Can you talk about suits and their role in selling from the stage? A little something that may come in handy to know about suits . . . Dan has one what he calls, “Stage Suit”. It’s a Bernini and it’s ungodly expensive and it’s actually cut to stand up in. It doesn’t feel right sitting down in it and he only wears it on stage. If he’s doing a multi-day event, he wears the suit the first day and dresses down and down as the week goes on. After years of working the platform, there’s no doubt in Dan’s mind that a male will sell more from the stage wearing a dark suit over a light suit. You sell more if you’re wearing a white shirt or a blue shirt. You stay the hell away anything non-traditional – flashy.

And you’ll always sell more wearing a suit over a sports coat and slacks, shirt and tie.

Q: Why race horses as a hobby? Something you want to keep in mind as a marketer is that the baby boomers are like elephants. Elephants when they sense they’re about to die; make a looong journey back to where they were born. And baby boomers in this era are at the peak of their spending power and the peak of life changes they’re making. Humans are doing the same thing as elephants either physically or with their money. Dan grew up around horses. He associates owning a barn full of horses with owning a sports team but cheaper. All the horses are athletes, they all have their own personality, they all need to be coached to peak performance, they have psychological issues to overcome as well as physical. This head trip stuff for the horse is at least half of the game. You get a lot of action/thrill for the money you invested. It feeds the need to compete. He likes horses as an animal. And with having no athletic ability at all, it allows him to be in a game. He believes it’s the best two minutes in sports – he sees the fact that it’s over in two minutes as a virtue. So look at direct response marketing with print. You can wait long times –months- without knowing whether you nailed it or not – won or lost. With this sport, you know in two minutes, the good, the bad, the ugly.

The Cure For A.D.D. “The insanity I felt at going in circles between what I was supposed to be doing and everything showing up in my inbox was driving me crazy!” If you’re trying to do one task, and you’re letting all kinds of other stuff de-rail you, it’ll drive you nuts. You have to control access and interruption. One of Dan’s newsletter subscribers sent him a fax saying that once he started to only check his email twice a day he started feeling like he had all kinds of free time. This guy’s doctor diagnosed him as having A.D.D. and Dan said of course they did – there’s a pill to sell you for that. But he also adds the statement that everyone in the room was A.D.D. by the sheer fact that they were an entrepreneur. This guy found that if he busted his work into separate chunks and you only let each chunk be assigned to one task and don’t let your chunks be interrupted, you get WAY more done, even if you have A.D.D.

Dan’s cure for A.D.D. is to give people his No B.S. Time Management book.

How Renegade Millionaires Handle Opportunity, Risk, and Threats One of the ways otherwise smart people end up broke is by not engaging in enough healthy paranoia. You can’t escape the pace of change. It’s happening everyday and it’s comprised of good change and bad change. This means there’s always two things coming at you . . .

#1. New Emerging Opportunities You want to be able to identify these in advance and capitalize on them. And one thing to keep in mind here is that someone, somewhere, somehow has figured this out and can show you how to maximize it. “Demographics are economic destiny.” Harry Dent If you’re not paying attention to demographic trends as early in the game as you can, you’re hurting yourself. One of the trends that’s emerged as of this seminar was Mass Affluence. The middle class is shrinking, thus widening the gap between the rich and the poor. But Dan sees the trend as more people in the middle are moving up, than down. And these people have more discretionary money on hand than ever before and they love spending it. This means catering to people desire for luxury brand identification is smart. An example of this is adding the high end spa onto the high end dental business, the tailor who goes the extent of riding on the private plane with you in order to custom tailor your suit, etc. The evidence of this is seeing luxury brands being sold where you never seen it offered before. Net Jets who sells fractional jet ownership advertising before football games is an example of this. You need to have some serious money on hand in order to get into this game. Previously you only saw these guys in Fortune, Forbes, Robb Report or Investors Business Daily – not on TV. The Valenti Dating Service ads that cater to wealthy single professionals looking for a love connection at the expense of $50,000 a pop expanded to advertising in-flight airline magazines and fifty other magazines when before they’d only been in about eight. And she didn’t change her price – her market is expanding – the people willing to pay this fee is growing. This is an opportunity for you.

So, in one place you hadn’t been able to charge a high price, but now you can because you’ve found another pool of people who are willing and eager to pay more. This lends itself to the idea of having two different doors people come to you through or, having two different businesses – brands – merchandise. Dan believes all marketers should be reading Harry S. Dent’s books and should take advantage of his “Marketing To The Affluent” newsletter. You should also be paying attention in your marketing place, geographically and demographically, to what’s happening and where the chance is for you to have a section of business that caters to and accepts money from this sub-section of society for whom price is not on their radar when considering where to spend their money.

#2. Threats Most people respond too casually and too slow to these. These are the bad things that are brewing and that the sooner you know about them and embrace them, the sooner you come up with counters that allow you to overcome and sidestep them as a result of having plan b, plan c, and plan d. People let themselves get eaten alive by these because they’ve avoided seeing how they’ve been evolving, not over night, but over YEARS AND YEARS. An example of this is the people who got “Blindsided” by the outlawing of cold calling and had the new rules destroy their business. Congress didn’t huddle up and decide in one day to set new guidelines. This was an oozing, festering sore that was highly visible that eventually was going to be addressed. Everyone had more than enough time to re-engineer their business so that they weren’t too reliant on this and yet tons of companies were dramatically affected by it - wiped out because they let this shock their system.

You need to be highly conscious of threats to your way of doing business and doing whatever you can to jump over these hurdles. You want to be working on a plan b in case the hammer drops or you want to re-tool everything so that if the hammer drops, it hardly even matters to you. The worst thing you can is to ignore impending doom and the best answer to impending doom is a healthy paranoia - the welcoming of the idea that bad things happen all the time and the eagerness to take action to minimize their damage.

Just as someone, somewhere, somehow has maximized an opportunity and you can learn from them, the same is true with someone overcoming a problem you have. When you’re in a mastermind with smart people, experienced people, there’s a good chance they’ve ran into that problem and conquered it. Dan gives the example of one of his clients running into an issue with the state trying to throw a monkey wrench in his business and Dan having dealt with that problem 10 times already and readily being able to give him the solution.

Hot Seats - Here’s What Stupid People Do When They Listen To Hot Seats… They decide what’s being discussed doesn’t apply to them because they’re not in the porn or the kids deluxe playground business or whatever business that’s being dissected. They decide their business is different and tune out or leave the room to go piss or check their email instead of hearing the breakthrough that has direct relevance to their business that might not ever have come up while discussing their specific business. Smart people recognize that more often than not the greatest innovations in businesses are adapted from businesses outside of their niche.

The first hot seat is with a woman who went into the business of being a business broker. So she lists and sells businesses. One of her concerns was that she isn’t making as much money in her niche as she thinks is possible to make. Dan points out to her that this isn’t going away. He notes that you’ll find billionaires that have this same nagging concern and admits to having it himself. She wants to address the issue of getting paid a fee up front just to work with her and doesn’t like the idea that she’s supposed to fund all the marketing of the listing she gets and that if the business doesn’t sell, there’s no commission paid which leads to her not only working for free but also going negative on the transaction to don’t convert.

Huge Lesson Coming Unexpectedly . . . This woman is new to the Kennedy world and when Dan gives her the mic she proceeds to talk about how Scott Tucker sent her a N0 BS book and it sat on her desk for three months and she finally read it, went and bought and read all of his other books including PsychoCybernetics, and went to the site and bought all kinds of other stuff that she’s working her way through.

Dan stopped her and pointed out to the audience the lesson of symbiotic relationships – opportunities to get free rides – opportunity to reach people you may never get access to on your own through different kinds of strategic alliances, being paid to do so if possible. She didn’t know Dan at all. All the advertising he’d invested in, all the marketing produced and rolled out, all the promotions and press, him for nine years flying all over the country speaking and she doesn’t even know he exists. Tucker contributes a chapter to Dan’s NO B.S. Wealth book – which he paid to have the privilege of doing. Because he’s spent a lot of money, it’s easy for Dan to get him to promote the book to his list. So Dan gets Scott to buy and mail out these books with his own money that promote Scott but also promote Dan. This is a complete free ride for Dan. Costs Dan nothing and in fact, he got paid. Through this ride, he’s reached this woman and now she’s here at this seminar which means they’ve begun the process of having this woman directly give them money which wouldn’t have happened had there been no symbiotic relationship. This is symbiotic because both sides benefit. Scott gets the Kennedy authority and trust attached to what he’s doing. Dan benefits from getting free marketing to the mortgage industry to a ton of prospects he doesn’t market to at zero cost to him.

How To Do The Opposite Of What Everyone Else In Your Business Is Doing The first suggestion given to this woman from Boise, Idaho is to anoint herself, “The Boise Business Specialist”. And it doesn’t matter if she’s never sold a business before because no client is even going to question the title. Dan points out that with proper positioning and proper presentation, no one ever questions your qualifications to do anything. People pick their doctors out of the yellow pages and mosey into their office and let the Dr. tell them what pills to swallow, what surgeries to have . . . and no one ever questions their prescription or prescribed advice. Kennedy talks about how when he was younger and goofier looking than he is now, taking on corporate clients and only having three times in his entire life that he’s been asked where he went to college. Kennedy also talks about how when he started pitching his advertising services, he had no portfolio so he stuffed it with 8-1o samples of ads other people had written that he liked. He ends up showing the portfolio to the guy who used to own the company who wrote the

ads. The guy didn’t even tell Dan till six months later after he was doing work for him. The guy thought it was smart. No one questions qualifications if you present yourself in the right light. Unless you’re dealing with life and death situations, you don’t need any alphabet symbols after your name or need to have done 28 transactions. Not necessary.

One Of The Surest Ways No One Will Pay You This woman was generating leads by paying a telemarketing firm to set up appointments for her. Dan had a nauseating reaction to this. It was then pointed out to her that no one wants to pay you when you call them. You need to give people a compelling reason to call you. Once you set out the right bait and you’ve got people reaching out to you, that’s the only time you’re gonna get them paying just for the privilege to have access to you. Next, you can’t hope the best presentation wins the game. This sets you up to be compared with other brokers and then whoever asks for the lowest commission or shows up to the meeting with brownies, wins the business. The suggestion given was that this woman should get in front of the list of prospects every month via a newsletter. Within the newsletter you’re giving info on the state of the market but you’re also having a section where it highlights the reasons why you reign supreme over any other option they could go with. These business owners should be getting something from her every single month 2-3 times a month and each of these contacts should bring value to them. This is the process of turning a cold market into a warm market. And she might want to segment the list she goes to and narrow down who she’s perfect for. When you nail this, people don’t haggle over fees or commissions and people call you first and think nothing of shopping you against the competition because you’re clearly the go-to person in this field. This ain’t no overnight process and this is why no one else will do it. All your peers will think you’re retarded because you aren’t using dumb marketing like bus stop advertising or image advertising that’s perceived to get people to call you. Let them think you’re dumb and keep all the money. This is exactly what you want.

Here’s how to speed this up… When Dan enters a new market, he goes into massive information gathering mode. He wants to know who’s there, who was there, what was going on in the 1930’s, what was

going on in the 1940’s, what’s going on today, what’s are the projected future trends, who’s successful, where are they, etc. With direct response advertising, Dan adheres to the “follow me” strategy. So he finds an advertiser who knows their shit, who’s selling to the same audience you want to and advertises where they are. But most people are unwilling to do this kind of homework. And most of the time there’s already people to model. This woman didn’t know of one of the most successful companies in her industry she could follow. The same is true for the majority of people in their given business. This is the equivalent of being in the self-improvement business and not knowing who Tony Robbins is. Same gigantic sin. When you don’t know the big players, it tells you haven’t done your research. Kennedy advised this woman to go to Geneva’s two day seminar to witness their spectacular sales presentation they do from the stage – convincing people the time is now, not later, to sell and that you don’t be doing this on your own, to the 60 or so business owners they put in the room. The key thing he points out about this seminar is that they’re selling the process of preparing the business for a sale and if the business is sold, the $8,000 - $25,000 is refunded from the proceeds, and if not then it isn’t. But the most important take away is that these guys are doing the work of making sure the business is presented in the best light instead of selling you a guide on how to do so. They don’t want their income dependent on the client taking action. Extremely smart. They get paid without this person having to have lifted a finger. If you did it the other way, they’d starve waiting for clients to get off their ass and get their business ready for sale. You want to get paid whether the person does anything or not with what you’ve given them.

None of your competitors want to tell you their business model. You need to know it. The best way to see all of it is to play prospect. You go all the way to the point of signing the dotted line and then don’t. You’ve got everything. You got their DVD’s, you got their manuals, you got their sales presentations –verbal and written, you’ve got it all. It’s hard for information marketers to hide anything. Hardly anyone is willing to, but you need to do this kind of deep research.

The Second Way To Accelerate This Process . . . Rather than just being the specialist of Boise, you want to plant your staff in the ground and become the number one specialist in America who just so happens to have a home in Boise so you’re lucky that all the places on the planet that I could choose to live, I’ve picked Boise as my home. Eventually you want to claim you’re the best in the world. Writing a book is one of the fastest ways to escalate your stature in a market. And it’s not hard to do. You publish your newsletter. You look to get national press. So if you get quoted in Wall Street Journal, you now get to use the whole, “As seen in Wall Street Journal . . .”

How Even A Scaredy Cat Can Write A Book When you’re writing a book, you need to chunk it down. Most info-marketers who are successful have written 30-40 page salesletters, 30-40 page reports and yet when faced with the word, “Book” they get paralyzed. The way Dan sees it, if you’re writing about something you know, it’s easy to think of a book as writing twelve special reports – each chapter is one of these reports – and he thinks each one shouldn’t take more than a couple of hours.

If you can talk, you can write a book . . . One of the things you can do to speed up this process is having a 4 x 6 card with 5-6 topics on it and speaking to those into dictating into software or a recorder and then having the transcription cleaned up. Dan doesn’t do this. His mind is wired that content pours out of him when they fingers hit the keyboard. If you do better in dialogue, you can someone ask you the key questions and just unload what you know on them and have that transcribed and cut and paste organized into a book. The average person is going to take 3-5 minutes to answer a question so 12 questions would give you at least 60 minutes of tape. The process of answering 12 questions about the topic of the book is less daunting than the prospect of starting from blank page and thinking you’ve gotta do the great American novel. This isn’t a work of fiction and even guys like Stephen King only take 6 months to pound those out writing that writing this out. Non-fiction is more like distilling a seminar/salesletter into a book. Dan talks about how if he wanted, he could’ve taped this Renegade event, get the audio transcribed, hand them off to a half decent ghost writer and tell ‘em to make this into a

book that makes sense. Hack it up, put it into chapters, figure out subheads, get it back to me and Dan would go through and make improvements. In your book you want spots where you’re being overtly promotional and stealth-fully promotional. Stealth is making the book in essence, a big salesletter that people never realize is a salesletter. A great example of book like this is “Think and Grow Rich”. Hardly any actionable content but lots of stories and advocating for his beliefs.

The NO B.S. books are great models to follow when it comes to doing plugs within the book and how to structure a book for promotion. One thing he wishes he could’ve have different with his books that were published by big wigs is instead of having his offers nested in the back of the book, he’d want them at the front. The reason for this is because he knows people are good starters but not good finishers and he doesn’t really care if they read the book, he cares if they respond to the offers. Barry Kaye (www.barrykaye.com) does a marvelous job of marketing himself with books and you should look at what how he’s laying out his books.

Use The Hell Out A Compelling Story If You Have It One guy brought up to Kennedy the fact that he’s dropped out of college three years ago and in spite of doing this, he’s gone into the investment business and at 25 is massively successful. Kennedy says the theme of this guy’s story that he should be parading in front of his audience is, “If a 24 year-old college dropout, self-made punk can succeed, and you’re a 40 year-old educated person, what the hell is wrong with you?” And the guy should be telling the ugly story about where he was at, on the edge of having to move back home with his parents and how everyone laughed at him telling him he was gonna end up working as a bag boy at the grocery store. Glenn Turner, a legend in the multi-level marketing/personal development industry, back in the 70’s rounded up 500,000 people into his company and in 36 months, from scratch. He was a bold character like Barnum was. Glenn’s story was that he was a 7th grade dropout, was born with hair lip that was only half fixed by this time so he talked weird and he wasn’t no pretty boy. So his shtick was, “If I can do it, why can’t you?”

When he figured out this worked, he did whatever he could to surround himself with this cast that reinforced this theme. This included twin midgets and he brought them in to the company and helped succeed to where they could motivational speakers who had to stand up on a table in order for the crowd to see them talk about “Big Thinking”. He had a blind guy with a dog and a cane and this guy could write out the marketing plan on the whiteboard for the crowd. And there were even more Dan says, “Circus freaks” and Glenn turned this into a big “Shame” theme. It was magnificent. If you have a story you can leverage, you want to make it bigger than life and you use it to hammer home a point. Both Glenn and this kid have a story that allows them to shame older people that are better educated, have more resources, into feeling they should be doing better. In essence, it’s “If You’re So Smart, Why Aren’t You Rich?”

Kim Kardashian Shows You How To Go From Unknown Nobody To An In Demand Somebody Kim Kardashian got started on her path to becoming world famous as a result of tagging along with Paris Hilton to events and parties eventually massively eclipsing Paris with her star power. The way to make yourself a lot more famous in the eyes of your market than you are is you interview people who are more famous than you are. And pretty much anyone with something to sell will do an interview with you. One guy Dan knows was a money manager in San Antonio. He paid to have a block of time on a radio station that no one even listened to. He didn’t care about people listening. His outcome was to have a radio show so that he could get interviews with Henry Kissinger, Alan Greenspan, and others who are thinking they’re on a real radio show and they were, but no one was listening. Now he’s got tapes and transcripts of him interviewing the head honchos in the industry he can send out in his marketing or name drop in his marketing. Dan talks about how it’d be easy to get an interview with the publisher of Inc. magazine on the five trends of the family owned business. If this person won’t the editor of Entrepreneur will and if he won’t the editor of Fortune Small Business will, someone will because they’re looking to get all the exposure available. And if they’ve got a book to push, they’ll get up at 4:00 in the morning to do an interview with you. You surround yourself with the Gods and turn yourself into one because no one else in Boise Idaho is chatting up Henry Kissinger. This elevates you 50 yards ahead of your competitors immediately – how dare anyone question the fees of the Boise Business Specialist who can get Warren Buffet on the phone!

The Real Reason You’re Not Getting Paid As Much As You Think You Should Be The only reason you aren’t making as much money as you think you should be is because you think you shouldn’t be. Otherwise you’d be out doing what it took to make it happen. Simple. You’re scared. Dan talks about the hardest part of asking someone for $75,000 thousand dollars and 3% of the gross on a sales campaign he writes is keeping the straight face and not sounding like a mouse when quoting the fee. As soon as you’ve done something once, it’s considerably less of a challenge. As soon as you’ve done it ten times, asking for high fee is a breeze. It becomes the norm and everyone is comfortable with what’s normal. Most people think their marketing is their problem but they can sabotage good marketing with a bunch of garbage they have in their belief systems. Psycho-cybernetics as well as Robert Ringer’s books can give you examples of how to overcome these self-imposed road blocks.

NEW HOT SEAT: Do You Have a Real Business When You Only Sell Other People’s Stuff Online? This guy only sells one product and the company shipping is screwing him because they’re taking 3-5 weeks to ship something people can get other places within days. The good thing about this guys business is that he owns the customers and that he’s proven he knows how to build a list. One fix for this guy is to better manage the expectations of his customer. Disney does a great job with this. They have those big ass lines you have to wait in to get on the rides but there’s a sign posted that you can see before you get in line that tells you for example, “You’ll only be waiting in line for 26 minutes”. This lets people know what to expect so they have no reason to complain. He could even turn the problem into an asset by explaining that the reason it’s taking 3-5 weeks to ship is because it’s so popular because it’s the one that works and the demand for it is insane so you’ve gotta rush to get your order in. And during this waiting period, you need to be communicating with this customer frequently. They need to hear from you often so they don’t get the feeling their money disappeared down the black hole.

What needs to happen now that he’s got the marketing mindset down, which is the real asset here, is he needs to find something else to sell. This can stuff he can sell to the same customer or just something entirely different to sell – whole new business. The one thing to keep in mind is the commonalities of the customers you already have. This guy is selling air purifiers so it’d be a good assumption these people are interested in pure water as well. The asset this guy brings to the table is that he’s able to bring owners of the home who’s either the smoker or the spouse of the smoker, who sees smoke as a problem. So the question to ask is what else does this person concerned with? Are they health conscious? Are they wanting to quit smoking? And one thing to be thinking about is what information will they buy? Because paper and ink, video or audio is the most controllable product available. And then next, be thinking about is there some kind of continuity you can roll these people into. You want to work backwards from what you know about your customer and what can you find out about them. The other customer this guy was able to bring to the table was the restaurant owner looking to install an air purifying system. Well, even if in every state smoking indoors gets banned, he’s able to attract a guy who’s in a “Fix It” mode in order to save his business. So the question to ask is if this guy would buy Rory Fatt’s restaurant marketing system? Could he do a JV with Rory and steer his customers that way. If you have the ability to attract people who are willing to spend money, you don’t want to abandon that if you don’t have to. Another thing this guy can do, being that he’s doing online marketing is looking at the keywords that are important to him and see who else is going after those and find out what those guys are selling. This could lead to him doing a JV with one of those other companies.

NEW HOTSEAT: 3 Reasons Not To Get Into A Business . . . Reason #1: Joining a friend Reason #2: Joining a friend in trouble Reason #3: Joining a friend in money trouble This guy poured money into a friend’s destitute mobile advertising business. No, not mobile phones - the mobile advertising trucks with a billboard attached to the bed like you see on the Las Vegas Strip with 1-900-cometoyou hooker ads on them.

Dan and Bill Glazer both are of the mind that the guy should blow this business up, cut his losses and keep with the successful businesses he’s already running. They think his time would be better spent pouring his time and resources into the successful businesses and get those making even more money. If this the hooker truck was his only business, they would be encouraged to look for more ways to improve it, but they believe the gains that can be made from increasing the productivity of the winners will more than make up for the losses in this bad business.

Making Money From Niches That Aren’t Professions What’s widely known and spoken to in the Kennedy universe is nicheing to profession – mortgage brokers, car shop owners, restaurant owners, etc. But there’s a vast amounts of money being made in vast number more of niches that support people’s interests with information or not than there are professions and the marketing principles you’d apply to these groups like Harley Davidson owners, blues guitarists, or snow boarders is no different than what you’d use to succeed going to niche professions. You probably don’t see these opportunities because you’re not involved in every personal interest niche nor do you know someone involved in every one there is. For example, unless your hobby is collecting antique vacuum cleaners, you’d never know there was a national convention for this interest. Dan makes a killing working the speaking niche where there’s only 6,000 people in it and this antique vacuum cleaner niche has an audience of 11,000. They have a magazine, DVD’s on how to rebuild certain vacuums, and then there’s a sub-niche of this group that turns build high performance vacuums and participate in races and stuff.

Naked Chicks Blowing Shit Up Kennedy also points out a guy who has a site that’s maintaining a list of 30,000 subscribers who pay $39.99 a month in order to have access to videos/pictures of naked women holding guns. It’s not porn. It’s more like straight to cable movies of naked women going around shooting and blowing shit up. The guy goes over to Russia for two months, pays the women $5 bucks to get naked and star in the film, hires a munitions expert and gets enough film to put something new on the site every month for the year.

What Kennedy starts thinking is how the guy is leaving all kinds of money by not selling DVD of the back month’s videos, he’s not doing a field trip where you can pay him $10,000 to come watch the video being filmed, all sorts of back end stuff that he’s neglecting. The point to take away from this is that this guy has 30,000 people paying him $39.99 to get access to this interest of theirs. There’s millions of these subcultures you could be doing the same thing with. Dan got a huge roar of laughter out of the room when he threw out the idea of having a "naked infomarketer chicks with lap tops" website. Carol Frank, the speaker coming up, is in the exotic bird owner’s niche. And it’s niche marketing just the same as niche marketing to business professions. This woman is also a serial entrepreneur and Kennedy loves this because he doesn’t believe you should be doing the same thing, the same way for more than a decade. You should be moving on. Carol has built 4 large successful businesses. She’s doing both off and online marketing. She’s had the experience of being seen as an idiot for pursuing an idea and then being seen as genius when it worked out. She wrote called “Do as I say, Not As I Did – Gaining wisdom from the mistakes of highly successful people”. Her talk here was about . . .

Mistakes Successful People Make That Cause Them To Lay Awake At Night Her book is her findings from a series of interviews she did with founders of small companies that made good and it’s their war stories about what they did to overcome their business challenges. She found that one of the universal ingredients all these comeback kids shared was passion. This important to have access to when the odds are stacked against you.

How To Not Let Someone Else Ruin Your Business As an entrepreneur you probably are really crappy manager of both people and tasks so you hear about the idea to bringing else someone else in to counter your weaknesses and do your slave labor and you run out and hire someone. She feels one of the biggest mistakes entrepreneurs make is being lazy about doing research on the employees they hire and the partners they join forces with. You never stop at checking someone’s job references. You also want to do a background check.

You never hand over the check book/debit card. One woman let her bookkeeper monitor the bank account AND write the checks. YOU NEVER WANT THE SAME PERSON WHO WRITES THE CHECKS TO BALANCE THE CHECKBOOK. You want to fire early and fire often when it comes to employees who can’t hang with the way things need to be done.

When Good Partners Go Bad As an entrepreneur, you’re gonna be busy. No question about that. But you want to be selective about what you’re busy doing and checking the details of your ingoing and outgoing cash is something you need to be busy verifying. What one woman she studied that got burned in business and went back to school to get a degree in behavior science discovered is that women will put their trust in someone easier than men will and keep trusting them even after the trust has been violated - especially if there’s a friendship involved. She suggests doing a test project with a potential partner – something like dating them before you marry them. The reality is most partnerships don’t work. They tear families apart, friendships apart and this is why it’s crucial to think of every expectation that’s going to be asked of each other when and how. You want to know what’s gonna happen if you don’t agree on a strategy or if the business goes down in flames.

You always want the terms of your partnership in writing. The palest of ink is better than the best intentions. Don’t assume shit won’t happen to you. And patents, trademarks and copyrights will save your ass. If you’re ever going to sell a company and it’s not for all cash, you want to have a clause set up where you get the company back immediately if the company defaults on a loan so you don’t get your company back that worth less than when you sold it.

KEY IDEA: It pays to consult more than one lawyer. If you produce a product, you never want to eliminate a key supplier until you know for sure whether the new suppliers you’ve taken on can meet your demands. ONE is a bad number in business. Checking with one lawyer, having one key supplier, etc. Options and choices prevent you from making dumb decisions that put you at massive risk.

Four Components of Succeeding When The World Is Sitting It’s Fat Ass On Top Of You

#1. Passion – “Passion is the log that keeps the fire of purpose blazing.” Oprah Passion and persistence go hand in hand. “Nothing in the world can take the place of persistence. Talent will not. Nothing is more common than unsuccessful men with talent. Genius will not. Unrewarded genius is almost a proverb. Education alone will not. The world is full of educated derelicts. Persistence and determination alone are omnipotent.” Calvin Coolidge What would keep you chugging ahead instead of quitting and running home to your mommy? She believes passion is key to this and that if you aren’t making your living via your passion, you’ll find it easier to cave when the pressure mounts. #2. Lifestyle What activities keep you moving and motivated and let you release your frustrations? One of life’s greatest legal stress reducer is exercise. Another stress reliever is contributing your gifts to others – spiritual, or emotional, or mental. #3. Options Options are not optional if you want the edge in business. You want to peer into your business and find where you’re vulnerable due to you not having more than one option. #4. People In Your Life You want to surround yourself with people and pets who love you and that you love. And it pays to let people know when you’re hurting.

What’s The Key Distinction That Allows You To Find A Unique Space In A Crowded Field? With many online marketing fields, they’re massively cluttered because of how seductive the appeal is of being a cheap and easy media to master. This means the crowd is going to be larger there than any other media you could venture into. People you compete with look for what they believe is the easiest path to success. The way people get into the seminar business is standing at the back of the room and counting the people in the audience and multiplying that times the registration fee and say to themselves, “Holy Shit, I can do this!” and they have zero idea of what it costs to get an ass in the seat and where the money really comes from and the fact that it ain’t easy at all to make money in the seminar business. Online appears to be even easier than selling seminars.

Dan did this back in the 70’s observing the strategy of the guys running full page ads in the newspaper selling $10. dollar books. He thinks to himself, “Shit, I can write a better ad than that and I know I don’t have to write the book till I know the ads works. This should be easy!” Well, $35,000 dollars in the hole later he’s wondering what the hell went wrong. He didn’t know the 18 other things that company was doing that allowed for them to continue running those ads and still be profitable. Online marketing looks stupidly simple. So anyone who has access to someone who can build websites jumps in the game of internet marketing in the hottest niches – make money, health, and relationships.

This means there’s space to be taken over in other media. There’s probably no one doing direct mail to dentists telling them why they should be trading the Forex market every evening from 5-6 before they go home if they want to retire sooner than later. There’s probably no one advertising this same service in the dental journal. And online, they’re probably no one advertising a similar service like this on websites where dentists gather or doing email to dentists or even nicheing the whole thing to dentists. There’s no one nicheing Forex trading to veterinarians, fire fighters, school teachers, barbers, etc. There’s space here because people don’t get the benefit of nicheing and they’re also too damn lazy to do it if they do get it because it leads to you running 20 different vertical front ends that lead into the same back end. This complicates things because now you’ve gotta have 20 unique salesletters, 20 unique websites, and people see what it would take to make it work and they’re unwilling to exert the effort. The one thing you need to understand about complex businesses or businesses that appear complex to others is that people don’t knock you off. Simple businesses attract a swarm of copy cats fast. The thing the potential copy cats don’t know is that once all of the front end work on something like this is done, it’s no more complex than running one business. And if someone does copy a complex business, they’ll do like Dan and copy the first step or two, fail, and they’ll be gone.

Look at how this plays out in the wild . . .

It used to be that people loved knocking off infomercials. Back in the day, Guthy Renker would use former TV stars as hosts, long beyond the spot light but still recognizable. Well, this was an expensive venture so it made it easy for competitors to do the same. Guthy Renker fixed this by writing huge checks to people like Britney Spears, Jessica Simpson, P Diddy, Vanessa Williams, Lindsay Lohan, Justin Bieber and now competitors look at this and shit their pants because they know there’s no way in the hell they’ve $8,000,000 million dollars on hand for talent so they just don’t even get in the game.

Another awesome thing about nicheing is that nobody notices you. And if they do see you, they think you’re an idiot because you’re clearly limiting how much money you could be making by ONLY dealing with chiropractors when you could be offering it to anyone who’s got a pulse. You always want to be looking for spaces where no one else is in telling your story that resonates with the market. If you look at your customer list and see that by sheer accident you’re attracting big percentages of people who are in a certain profession, this tells you that you want to tweak the marketing and customize it so it speaks to these people and put it in a place where they congregate.

The Other Gaps You Can Step Into Price. If you niche has a low and high price but nothing in between, or there’s no high, or there’s no low. Deliverability. So say the norm in your business could be everyone does the traveling road show seminars and you start making people come to you or vice versa or everyone’s online but no one’s doing offline or some other different way to deliver your marketing, you can play that game. Story: Look at John Carlton’s “One-Legged Golfer story”. The ad is selling golf instruction just the same as every other Tom, Dick, and Harry in this business is. The differentiating factor is the story being told that makes the prospect lust like no one else does for this specific method of instruction. There’s little to no good reason to go and butt heads directly with a competitor who’s firmly entrenched in a niche. Especially if they’re demonstrating that they’re smart marketers. This doesn’t mean you avoid the market – you just avoid going to that gun fight with only your dick in your hand.

While You’re Gonna Seek and Find Unique Space, Remember That You Aren’t Gonna Find Unique Customers The reason this is a fact is because of the 80/20 – 95/5 facts of life discussed at the beginning.

A buyer is a buyer is a buyer. There are multiple buyers and there are non-buyers. The multiple buyers tend to be in the 20% group in terms of performance and financial results. At the Super conference, if you want to know who making the most money in the room, and you want to spot them so you can take them to lunch, look for the guy who at the end of the first day is carrying the fattest bags filled with products he bought there at the seminar. More often than not, this is the guy who’s doing the best. And this isn’t a by chance. It matches up with what Jim Rohn says about “Poor people have big TV’s and rich people have big libraries.” So when you’re in a market offering anything that improves people’s lives or businesses, you want unique space, but to think you’re gonna have unique customers is delusional. You’re gonna find that the same people buying your stuff are the same people buying your competitors stuff also. One guy there at Dan’s seminar was in 4 different coaching groups centered around the same business. When Dan speaks at Ron LeGrand’s real estate seminar, he finds that 2/3 of the room own Russ Whitney’s, Carlton Sheet’s product too. Some would call that dumb. Smart people would look at that and want to go talk to the guy to see how well he’s doing before I decide he’s an idiot. You’ll always be sharing customers. Anyone who thinks they can imprison them and build a Berlin wall that keeps them from buying from anyone else is poorly mistaken. As an info-marketer, most of your money will be made from winners. Your business will not make money by being a life raft to the 80% who are going under. If someone has never bought a course or consumed and taken action on a course they did buy, it’s highly unlikely you’re gonna be the one to pop their cherry.

Is Showing People How To Build Equity In Their Business So They Can Sell It A Good Idea? Yes.

The two happiest days in a boat owner’s life are the day he buys the boat and the day he sells it. If you talk to people about the reason they got into the business, pretty much the universal answer you’re gonna get is that they’re looking to build the business up so that they can sell it and go do what they want. People are thinking about getting out the day they’re getting in. And yet, they have zero idea of what the clear path to the exit is, and they don’t need to be sold on the idea of getting out profitably. The other awesome thing about this customer is that there’s proof that you can put them in a room. The business broker Geneva example covered in the notes earlier proved this. Just as in any business, this guy would want to know the profile – the story of the perfect prospect so he could narrow his message down. And Dan believes this wouldn’t be something to under price. He believes someone will pay large fees to learn how to do this.

Why Things Don’t Happen There are reasons for . . . Why people have examples of what works right before their very eyes and yet don’t go do it ... Why they’d leave an event like this and once they’re back in the familiarity of their routine, they forget about everything they learned and keep doing what they’ve always done . . .

#1: Being Prisoner Of Industry Norms People have a knee jerk response to new, out of the box ideas when given to them of, “We can’t do that. Compliance won’t let us. The association won’t let us. The feds won’t let us, etc. 80% of this isn’t true. Dan experienced this working in Canada. The people in the audience went on a rampage telling him everything they couldn’t do, which was most of the stuff Dan was teaching. When Dan got home and got his hands on the regulations, he found these guys in audience had their head in the audience about most of what they said they couldn’t do. What they thought they couldn’t do was much different than what the letter of law said.

Peers contribute to delusion. Peers in their trade union pour it on. And going to national conventions hypnotizes people into believing there’s things they have to conform to. This paralyzing of yourself is a real handicap. Industry Norms are the normal and customary way of doing things. Implicit in this definition is the fact that heeding these guidelines is going to lead to “normal” or “average” results. If you want to make the “Average” amount of money in your industry then by all means necessary, heed every industry norm and practice the association thinks you should. If you don’t like average results, you can’t adhere to the average standards.

HUGE POINT: In most industries, the people who are deciding what’s “normal” and “customary” tend to not be the most successful people in their industry. In fact, because they’re not successfully out making money so they’ve got time on their hands to sit on regulatory boards. This is their way of getting a sense of accomplishment, their sense of significance. They sure in the hell don’t meet these needs by kicking ass in business. They get it by being the third vice chair person of the ethics and behavior committee of the Idaho state association of C.P.A.’s. Rarely is anyone on this board going to be the person who’s got the most productive C.P.A. practice because he doesn’t have time to waste being on a board and he’s probably doing 16 things the board doesn’t approve of and have sent him nasty letters about so even if he wanted to be on the board, he couldn’t be. Quite often the losers of the industry who are barely scraping by are usually the ones telling you what’s allowed “acceptable” not legal or illegal, but what’s acceptable and what isn’t.

NEXT HUGE POINT: “Regulations” are a way of suppressing winners who could possibly shame the losers of the industry out of business due to the supreme value they bring. This leads to 15 people getting into positions to be able to write rules and they jerk each other off in favor of keeping their meager attempts at serving a market afloat with force,

not reason. They do whatever they can to keep the most productive guy “In-check” for fear that their customers will better served by him if they ever hear about him. When Dan joined the National Speakers Association, he went to his first big meeting hoping to learn how to do this business right and came away convinced they didn’t know what was right because he was making more money than everyone there. Out in the hallway, Dan and a couple of other newbies are at the masters feet hoping they’ll throw down some gems of wisdom. They don’t. They prescribe a seven year plan that’s the equivalent of pan-handling – speaking for free ANYWHERE – old folks home, Tupperware party, home owners association meetings, etc. this long list of shit that will never make you any money. And they admit that you should embrace the fact that you’re gonna be eating .99 cheeseburgers for all these years and then finally if you hang around here long enough you might then have the privilege of asking someone for a check. Dan thinks to himself, “I don’t know much, but this sure doesn’t sound like a good plan to me. It sounds like a good plan for them because it’s a “Keep market share plan” that allows them to keep making money and not have to worry about anyone else taking money out of their pockets. But how is that good for us?” He said this and of course the group moved away and left him standing there by himself. There probably isn’t an industry on earth where this isn’t happening. This means you have to be aware of it and avoid falling victim to it.

KICK ASS PRACTICE TO ADOPT: At least once a year you should make a list of every industry norm you know of in the business you’re in. Then, sit and figure out how many of them you can violate. The more of these you break, the more money you’re gonna make. This is going to lead to many of the “normal” people in the industry seeing you as an enemy of the state but you have constantly remind yourself that these people are not your friends if they want to suppress your success.

#2: Opinions And Beliefs Accepted As Facts As soon as Dan asks people he consults with for empirical data to back up the description of who their customer is, he gets the “deer in the headlights” look 9 out of 10 times because these people aren’t operating from reality; they’re shooting from the hip that is their assumptions that more often than not support mediocre or bad behavior. The same thing happens with marketing practices.

One of these assumptions is that you can’t market to accountants from January through April because they’re too busy doing taxes. This same person is likely to tell you that there’s no point in reaching out to them in May, June, or July either because as soon as tax season is over they go on vacation. And then, you can’t market to them in August because that’s right before the kids go back to school and they’re busy getting ready for that. And you can’t market in November or December obviously because of the holidays. So you’ve only got a one month out of the year window of opportunity. People will seriously sit and spew this bullshit out to you and devoutly cling to it as if it was the law of gravity.

“My Customers Are Broke Cheapskates” And if you think marketing stirs up some dog turd beliefs, go ahead and bring up “price” with people - “None of my customers would pay that much in a million years,” and Kennedy can always find someone in their industry who charging what they said customers would never pay. Four years in a row when Dan spoke at Joe Polish’s boot camp, even after beating this point up, there was always at least one person who would come up for a hot seat and start in on how all of their customers in their city are broke and out of work and how their city has a 451% unemployment rate and the only way people buy here is by lowest price. Dan would then ask, “So, if I drive around your town is the only car I’m going to see a Kia? If so, there should only be one dealership in the whole place. And Wal-Mart should be the only store within a 500 mile radius. You shouldn’t be able to find anyone living in anything but a mobile home if price is the only way people in your city buy by, no other business should be able to survive there. You’ve always got to question whether you’re operating from beliefs or facts. And if the fact has been challenged in over a year, it might not be a fact anymore so you want to prove it’s still valid because things change. Recent empirical data proves that in 62% of married couples, the primary force deciding what car is bought, how much to pay, what the monthly payment should be is the wife. But all the car salesmen still act like its 1950. So it was a “fact?” at one time that the woman kept her mouth shut because the man knew better. But it isn’t now. And this infests every dealership owner’s decision on how to market, advertise and sell.

And the longer you’re in your business, the more likely this is to be a problem for you because these beliefs get carved in stone and never get questioned. And the more successful you

are, the more likely you are to live in delusion because no one should question you because you do so well. How dare anyone inquire as to how high is high. One company Dan referenced had gone from being a $100 million dollar company to being a Billion dollar company and so this led them to think they were pretty smart, which is true to an extent. But if you’re think you’re too smart, you get real defensive if anyone challenges what you’re doing about anything. Just because you’re bringing in billion that doesn’t mean you couldn’t be bring in ten billion if you questioned the dogma. And you don’t know what’s possible until you do. You only know what the result is from what you are doing.

“A Headline Should Never Be More Than 9 Words?” One copywriter Dan studies and knows to be really smart when it comes to marketing is dead set on the idea that no headline should be more than 9 words. Well, this falls flat on Dan Kennedy’s ear because the majority of Dan’s salesletters that have hauled in over $1 million dollars in sales each, have 15-30 words in the headline and they pre-heads and sub-heads and the whole top of page is headline. Gary Halbert was dogmatic about the idea that a letter mailed in a plain white envelope no return address, live stamp, hand written that sneaked up on the recipient would beat any another other promotion every time. He believed this despite the fact that 70% of the letters sent by big time smart direct response mailers who split test the shit out their promotions have the entire envelope plastered with teaser copy hinting at the benefits to be had once you dug into the envelope. Almost none of these giants have a sneak up as a control. What are you afraid of questioning that triggers a dogmatic response when questioned?

The Real World Where They Eat Their Young Every Morning Your regular environment (family, friends, employees, customers, clients, associations, peers, etc.) away from a seminar or a success oriented mastermind group is usually hostile territory.

Keeping your head on straight in the midst of enemy fire isn’t so easy. In the real world, you’re getting ganged up on by people who don’t get it, won’t get it, and are never gonna

get it and you’re not gonna change them so if you don’t watch out, they’re gonna change you. One thing Kennedy hears often is, “My staff won’t let me do it.” Kennedy’s question back is, “Who’s working for who here? I didn’t realize they got a vote! What’re you running over there, a democracy? You do that shit you’re gonna be outvoted every time. You may as well just hand over the check book and take your ass home.” Peer pressure is THE WORST! So if you hang with peers in your industry that aren’t Kennedy-ized you’re going to be harassed the point to where either you leave them or they leave you.

Chicken Soup For The Renegade Soul Tom Davis is the creator of the comic strip Garfield that appeared in 2,600 newspapers across the U.S. and had a readership of an estimated 2 million people (which equals roughly 4% of the world’s population). Garfield products are sold in 111 countries and they bring in between $750 million and a billion dollars each year. Here are the key lines in an article Kennedy is reading from . . . “This is not accidental. Davis meticulously plotted (great word in business) Garfield’s success. And part of his calculation (another great word in business) was to make the comic strip so inoffensive that it’s hard to hate it. Davis makes no attempt to conceal the crass commercial motivation (Another Great Line For Business) behind his creation of Garfield. Davis has the soul of an ad man. His first job, after dropping out of school where he majored in business and art, was in advertising. He carefully studied the marketplace when developing Garfield. (more good language that implies he didn’t just pull Garfield out of his ass) to try to find unique space, a gap, something he could leverage. The genesis of the strip “a conscious effort to come up with a highly marketable character.” (Not the funniest character, not the most creative, not the most loveable, not one his friends would approve of, not one designed to win awards)

He decided to do an animal because Snoopy is one of the most popular characters in licensing and Charlie Brown is not. Davis looked around and noticed that dogs were very popular in the funny papers but there wasn’t any comic strip for the nation’s 15 million cat owners. Next he consciously developed a stable of recurring repetitive jokes for the cat. (He did exactly what Dan professed in his “Personality In Copy” presentation – he made the cat hate Mondays, like lasagna, be fat, etc.) The model for Garfield was Charles Schultz’s Peanuts but not the funny Peanuts of the early years but rather Davis wanted to mimic the humorous monotony of Peanuts twilight years. After 50 years Snoopy was still laying on that dog house and rather than having him get old, it had the opposite effect. (He built something that would be evergreen) From the beginning, Davis put as much energy into the marketing of the strip as he did into creating it. It’s revealing that he has been inducted into the licensing merchandisers’ hall of fame but never inducted into the International Museum of Cartoon Art. (If you view him as a cartoonist, his peers shun him. View him as a merchandiser, his peers love him) In 1981, only three years after the strips debut, he set up his own privately owned company to handle the licensing and it did creative work for product design and the syndicate managed the business. But in 1994, Davis purchased all the licensing rights for $15 million dollars. He then immediately did a deal with Alpo to put Garfield’s face on a line of cat food and got the $15 million from Alpo. He admits to spending, at most, 13 hours a week writing and drawing the strip compared to 60 hours a week doing marketing promotion and licensing work. (Spends his time where it butters his bread) Garfield’s origins were so mercantile from the very beginning it is fair to say he never sold out because he never had integrity to put on the auction block to begin with. Today Davis spends even less time on the strip than he used to – between three days and five days a month. He now has other cartoonists who generate ideas, other cartoons who do the rough sketches, other employees who do the illustrations. By comparison, Davis spends nearly every morning working on “concepts for new product”.

His licensing company has become a sixty employee behemoth one of the largest character based licensing firms in the world. He also has his own mail order business “Garfield Stuff” which he started in 1997. An online version of the catalog www.garfield.com, there was a Garfield pizza café in Kuala Lumpur, Malaysia which is the model for franchises to come and Nevada’s gambling board has approved a slew of Garfield slot machines. Garfield has been licensed to the Chinese government and is used to teach English to kids. Garfield is the front for a 24 nation promotion that doesn’t include the U.S. or Canada, for growers of apples, pears, and cherries. There’s been twenty-two books. Seven of them appeared simultaneously on the New York Times paperback best seller list, a feat that has never been repeated by any author.

Davis’s biggest worry is going a little too far. Here’s a guy who could give a rat’s ass about industry norms, peer influence, what anyone thinks except for the people who give him money. He’s not worried about getting awards. He has sacrificed all of the above for success as he defines it. If you use those “Good” words highlighted in this paragraph amongst the people you hang out with and see if you don’t get lynched or . . . they’ll be sending your minister over to “chat” with you. Kennedy believes Davis must have had at least of couple of circles of people who reinforced this laser focus and build him up when everyone wants to tear him down. The big lesson is that you can’t expect to be a renegade by being a lone ranger – it gets too lonely with only having people on top of you and none to help support you – which is brilliant on Kennedy’s part to bring up in this environment because the implied message is that you need to find a way to keep umbilical cord plugged in to us or somebody else we admire.

Self-Imposed Limitation With Ladder Thinking National Speakers Association loves ladder thinking. Theirs is built of arbitrary and subjective certifications and awards – none being based on objective criteria like how you’re bank balance looks as a result of being a speaker. Everybody in NSA has linked up in their mind that this ladder has a connection to their success as a speaker. Is has no connection to this at all. This is liken to the ladder of

colleges having no correlation to success in the real world unless you’re being groomed for corporate America (degree from Stanford will get you an extra $20,000 a year whether you’re an idiot or not) or a profession like brain surgery. Outside of this, it has zero correlation. Everyone is conditioned to believe in ladders and seek them out. Schools and sports were one of the first places our psyche was assaulted with this concept. Some people call this the “Ladder of Success”. You’ve got to be sharp enough not to believe in ladders AT ALL! STOP HUNTING FOR THEM! STOP TRYING TO CLIMB THEM! And in the same light, you’ve got to put them in front of everyone you market to.

Doesn’t matter if you sell dog condoms or perfume – every customer of yours is looking for a ladder to climb. They like them and feel lost without them. And if you don’t have one for them to climb, you confuse them and that’s no good because a confused mind always says, “No”. You need to show people the rungs they climb, paying you more money the higher they climb, and the more benefits they get the higher they climb. Diana, the pizza woman has this right – Silver $39 a month, Gold $69 a month, Platinum $109 a month. So by getting people on this monthly ladder plan, even if everyone (40 people) only went with the silver, there’d be $1,600 bucks a month in the bank account on the first of every month even before they’d even turned on the pizza oven, let alone sold a pizza. This means that if this woman wants to help people give her money, in her newsletter, the “customer of the month” is always a platinum member – the best deals are only offered to gold and platinum, etc. You show people how they can elevate their status in their world and they’ll fall right in line. The more you show this ladder and show other people climbing it, the more eager they’ll be to hop in line and start clambering.

How To Implement This “Ladder” In Your Business You show people where they are and where they want to be one rung at a time on a ladder. This makes their progression manageable and thus believable in their mind.

Now you’ve got to segment your list into where people are now. You show people the entire ladder but you take the people who are the second rung and direct them towards the third rung. For instance, second tier for you might be multi-buyers vs. single buyers – might be size of purchase, and you say something to them like, “You’re already meeting the qualifications to be in the beauty club because you’ve already spent x amount this year,” and you have to figure out what the next level is for them to reach for. And you always put the ladder in front of them giving recognition to people who are climbing so that they continue to want acknowledgement and the others want to get it.

REMEMBER: People want to be told what to do. Period. They want to be told what to buy. They’re waiting for you and other people to tell them. When Kennedy was selling Magnetic Marketing at the Success events, there was a $97 option and $279 option. The most common question he’d get from people was, “I’m in blank business. Which one should I buy?” Like he’s ever gonna tell them to buy the little one. But they’re good little children who want to make sure and make the right decision. You can’t wimp out on your call to action. People need to be told what to do.

Zig Ziglar Shows A Weird Looking Kid Named Dan Kennedy How To Close A Sale You can help people along by having them self-select. The first time Dan saw Zig Ziglar speak was at a ginormous Amway rally. In Amway (multilevel marketing) everyone is the leader of someone else or wants to be. At these rallies they all dragged someone there with them that they’re supposed to be leading. Zig’s close was, “Now at the back you’ll see red flags, white flags, and blue flags.” These are the flags that are strung on a rope that you’d see at a store opening or a gas station something like that. So these flags are over the tables in the back. There’s tables with red flags over them, ones with white flags, and one with blue flags. He says . . . “Now if you’re just in this thing and you’re kinda playing around and it’s like a hobby and you’re just get started and you’re happy making a little bit of extra money, you want to get in the line with the blue flags because that’s the package you need to take home with you. If you’re serious about making some serious money and you really want to build a business, you want to get in the line with the white flags. Now if you’re a real leader and you really

want to develop a big organization and people are looking to you for leadership skills you want to get in the red line.” Of course, the red package costs the most. The blue package costs the next most. The white package is the cheapest. Dan’s sitting there watching this as a kid. Half of everyone starts off in the red line. There’s a bunch of people in the blue line. There’s a small number of people in the while line. While they’re standing in line, the people in the blue line are gradually moseying on over to jump into the red line. And the ones that are in the white line are moving over to the blue line. Pretty soon no one’s left in the white line. And almost everyone’s standing in the red line. Zig let them self-select. No one asks where the elevator is. You want to show people ladders but stay the hell off of them yourself, admire them as great marketing, and stay suspicious of them – especially when they’re restrictive – ladders that tell you that in order to go from this rung to this one, you must first have demonstrated to a bunch of door knobs who aren’t making any money, that you can do x, y, or z.

Why You Can’t Do “ANYTHING YOU WANT TO” and Why Perfection Isn’t The Path To Wealth Dan Kennedy, no matter how “Positive” his thinking was, is never going to be the break dancing champion of the world. There are true physical, time and resource limitations that vary from person to person on what’s possible for a person to accomplish. But most of the time people confuse real limits with self-imposed limits. Unless you lack physical capabilities or have genuine resource limitations, you’re probably dealing with a self-imposed limitation. For example, if you don’t have $500,000 and can’t borrow or give away a piece of equity in the company to get it, there’s probably another answer to getting it. You might not like it, but there’s an answer somewhere. So, baring the intangible Michael Jordan physical talent or impossible resource lack, you can do pretty much anything someone else has done.

Most people live their lives thinking other people are better and smarter than themselves. One of the benefits of being

part of a mastermind group loaded with successful people is discovering how dumb and dysfunctional they ALL are. You might not think of it as a great benefit but it sure in the hell is. Especially if you’ve lived inside the belief that the rich are “better” than you your whole life. You might very come to the conclusion that the successful people are even more screwed up than you are. When these lights turn on, it gives you the ticket to walk in and succeed. Now you might be holding yourself back from success waiting for permission from someone to do so. Or, you might be waiting until you’re smart enough or better or faster because you think that’s the only way you’re gonna be able to hang. That ain’t so.

Factors That Bolster Your Belief System #1. Recognize How Stupid and Inept Everyone Is When Dan got his start in consulting, he was concerned that the people he was working with who had MBA’s where gonna see through him because they were so much smarter than he was. Since then, he’s been around and met huge CEO’s and felt like he might hire only 5 of them. He’s been around a lot of other guys being paid millions of dollars to run public companies that he wouldn’t let anywhere near his. He says he could pick someone at random in that room and they’d be better equipped to run a business than 10 CEO’s of major companies you would know of who’s he’s spent enough time with to be assured of the fact that they shouldn’t be running the show. Most of the time the CEO’s are in the position they’re in for reasons that have nothing to do with how effective and smart they are. Politics got them where they are. Politics is a different set of skills and this is a game they’ve mastered. Back in 1978, Dan admits he sucked as a speaker. There were a ton of people who were better than he was. But there was almost no one who knew more than him about getting onto the platform in the first place. They didn’t know how sell their services. So after 15 minutes of talking with these guys, they start asking him questions. This changes him from feeling depressed to feeling pretty good because he knew he could fix the speaking part. Hell you can hire speakers, dentists, chiropractors, CPA’s a dime a dozen. It’s rare you find the marketing ninja you can hire. And if you do this, you’re way ahead of the game.

#2. Research People Who’ve Done What You’re Setting Out To Do The key thing you’re looking is not what they’ve succeeded at. You’re looking for their dysfunctions. This allows you to compare yourself to them and say, “Well, I’ll be damned. I thought for sure they were smarter, faster, and they’re not!” And this just doesn’t apply to business. Dan believes that Bush #1 was the only President of the U.S. who, if you looked at his resume, was qualified for the job. Everyone else was picked based on being half-way attractive and being able to give a speech. So you get the biographies, the autobiographies, every article ever written about them, every interview about how they conduct their business of the people who’ve done what you want to and you’ll find very few you’re impressed by. A lot of these people have certain things you want to emulate – Kennedy wanted to learn how to rock the mike from speakers but nothing else.

#3. Sharpen Your Skills You have to be competent in order to be confident. This is why only giving new salespeople positive mental attitudes tapes to build their self esteem is bullshit. The key is work on the necessary skill set you’re weak at and seek improvement. You listen to head trips tapes and skill set improving tapes.

#4. Gather Resources Relevant To Your Outcome By nature, people don’t like to gather info on a goal they want to reach or a problem they’re trying to overcome. So when a challenge comes they just lie down and say they don’t know how to do that instead of going out and learning how to do it or finding someone who knows how to do it and hiring them. One of the first questions the successful people Dan knows of start by asking the question, “Who do I know that might be directly helpful or who can steer me to someone who is?” They leverage the whole six degrees of separation principle. When Dan got diagnosed with diabetes, he started asking people who they knew who knew something about diabetes – books, best doctors in country, etc. Then you start thinking about who you can hire. You think, “Who’s in my resource circle who I can hire to do this specific task that I don’t want to do.” Next you ask, “What exists?” There has been a shit-ton of books written on pretty much any topic you can imagine. And they’re available to you.

And even Dan is having things Googled for him. He’s surprised at how many people who use the internet don’t ever use this tool to find answers.

#5. Do Something That Moves You Toward What You Want Go somewhere, talk to someone, and try something. Even if you think you can’t have it. Dan talked about a guy he did one on one coaching with once a month for three years who during that whole time wanted to discuss the same salesletter he’d never mailed in all that time. Three years he’s working on the same letter. Instead of facing the fact he doesn’t have the confidence to mail the letter, he’s getting a sense of accomplishment by “working on it”. 35 months prior to this, Dan told the guy to print 10 letters, mail em and see what happens. Mail something. Even if it isn’t the best offer ever. No testimonials? Mail it. Do something.

“While worriers are worrying, planners are planning, and accountants are figuring out why we can’t afford it . . . I’m busy getting it started.” Walt Disney The whole time they were building Disney World, the accountants were figuring out why it couldn’t be done. Lee Iacocca when at Chrysler is at the ass end of a turn-around and he’s walking through the factory looking at the LeBaron and someone makes the comment, “Wouldn’t that look great as a convertible.” Lee tells them, “Get a torch, cut the roof off, we’ll drive it around town, stop at traffic lights and see if girls look at it. If they do, we’re making it.” This is the exact opposite of the way things get done in the car industry – you’re supposed to slog through market research, focus groups, get designers, get the lawyers harping on the safety issues – and it takes them years to get shit done. YEARS of meeting after meeting after meeting after meeting. Iacocca’s got a blow torch. Girls check it out. Guys will like it. Let’s make it. Six months later they’re selling it. That’s the right way to do it. Get a blow torch. Mail a letter. Go give a speech and see if you can sell it from the platform. Get your ass handed to you, learn something, and go try it again seeking improvement.

Forward motion by itself will bring you confidence.

Q & A Section: Who Does Dan Worship? “In awe of no one. Intrigued by many. Impressed by some. Inspired by a few. Envious of as few as possible. And jealous of none.” Dan Kennedy That’s Dan’s motto. After having worked with a ton of multi-millionaires and celebrities on the Peter Lowe event, the more he’s been convinced that nobody deserves awe. The intrigue comes with our capacity to even be able to learn from idiots because everyone’s got a purpose on earth, even if it’s being a bad example of what not to do.

If you’re selling area-exclusive marketing systems what do you with the leads you get – the people who couldn’t get in because you’re only selling one opportunity per territory? One answer is to work with another person in the industry (maybe someone in your coaching group) to help them develop their coaching group that’s slightly different than yours and is fundamentally for the same exact prospect so they’re just as attracted to this as they were to yours. You endorse it to your unconverted leads and say, “I can’t accept you in this territory because someone beat you to it. But I’ve got a guy that I can refer you to who’s got a slightly different program that’s just as good as mine. But if you don’t hurry, you’ll left out of his group too.” You do a joint venture and work out a way for you to get paid and everyone’s happy. Another answer is to set up the area exclusive guy to be in the coaching business with 5 people under him who get to use the marketing systems and who pay an override on all the business brought in with the system to the main territory holder.

The entirely wrong thing to do is to just let those leads die on the vine. People vastly underestimate the value and the longevity of these leads so they stop working them sooner

than they should and they don’t bring them something else that caters to their desire. This person has expressed that they aren’t satisfied, they’re willing to spend money to solve the problem, they respond to direct response marketing, you know they’ll show up at a teleseminar, so now all you’ve got to do is just go design something else or find someone who’s got something similar that doesn’t clash with the promises you’re making to the first level of guys. And this never ends. One of your most valuable assets here is your unconverted leads – not just the customer you got. Don’t waste this value. By responding they’re all telling you a LOT. Here’s something that happens in lead generation. You drum up a ton of leads and you send them offer and they don’t buy. So, people think they got bad leads or that their offer sucked or some variant. But these prospects had the issue that you raised and they liked the premise of the solution you offered to them and then when the details arrived, there was something about your specific solution that was wrong for them. It might’ve been the cost. Might’ve been too much work for them. Might be they need to know how to use a computer. Something was off. The next best thing to do is offer them a different solution. And you keep showing up with solutions until you find one they like. They’ll all like something. Most people try once and bail on them. And it doesn’t matter what business you’re in. If you’re generating leads, your first offer is only going to convert so many leads. And the dumb thing to do is to keep banging away at the leads trying to get them to say yes to the same thing they already told you, “no,” to. At some point, you gotta figure they’re not gonna say, “Yes,” to that offer but there’s something else they’d accept because they wanted the general concept you put in front of them to start with. Look at car dealers. You go back thirty years and all you’d find were single brand dealerships – Cadillac, Chevy, Ford, Oldsmobile, etc. There were never mixed breed cars on the same lot. Hell, there weren’t even new and used on the same lot. Now you see dealers that jam every car under the same roof. Why? Because when someone shows up they want a new car. If you can put him in one, put him in another.

THE VALUE IS IN THE DESIRE THAT BROUGHT THEM TO YOU!

You spent money to get the guy there, let’s make it easy for him to give us money once he shows up.

Should I advertise big in one publication or small in a bunch of small trade mags? It shouldn’t be either, or. It concerns Dan when one option is being chosen because it’s easier. There’s nothing to snuff at with the little ads that you can keep running month after month.

On the flip side, there is something to be said for being where there’s a shit-ton of eyeballs. Your biggest challenge with advertising or direct mail is getting it read. Assuming you’re in the right house, talking to the right people, you can usually win if you can get them to read it. This is why selling via seminar is such a great strategy – even though everything you have to do to put it on is ugly and work intensive. A captive audience forces readership. It’s the equivalent of having a half-ass decent ad in a relevant mag and there was a law that everyone had to read it. This is what selling from the platform is. And this effect is very hard to mimic in print. This game is ALL ABOUT READERSHIP. So the size of a publication automatically serves up one part of the equation of readership. Most people don’t read a magazine front to back, read all the ads, and read the classifieds. Only the hyper-interested do this. Most people skim so size in a magazine lets you have a shot at these people too. Now if you can do an insert in the mag, that’s got a great chance at outperforming the ad. But if you do an insert in the four page ad that masquerades in the mag as editorial content, now you’re cooking. You want to ALWAYS find a cheap way to test that the media is the right media for your message.

The only way you ever want to follow a competitor into a publication is if they’re clearly a direct response advertiser who is definitely going to be tracking their numbers, who is targeting your perfect prospect. The guy asking the question brought up the idea of advertising in a certain magazine because a competitor has been on the back of the magazine for three or four years now. He’s come to the conclusion that they’re doing this because they’re a successful company.

Weight Watchers was and is a successful company that Dan has consulted with. They do a ton of big ads – TV, magazine, online, etc. Just because they dropped a million dollars on advertising doesn’t mean their advertising is contributing to their success and they’re so up on their high horse that they don’t even care to know if it is, or not. From Dan’s experience, they have no idea. Same thing happens with the Miracle Ear client Dan was working with. They do national advertising and turn the leads over to the 1,600 stores across the nation. When Dan asked corporate, “How do you know what happens when you give them the leads?” Their answer was, “We don’t.” That’s no good. They could getting crap leads from the $35,000 they spent with AARP magazine and hot ones from the little local rag the spent $400 bucks with in Sun Lakes Arizona but they would never know. But their competitors look at them from afar and decide they’re a successful company just because they can spend the money they do on ads and because they’ve got 1,600 stores. This would be akin to the danger in following someone’s tail lights in the fog. Once again, you want to find a cheap way to test a new media to see if there’s a hint of response.

Questions You Never Want To Have a Deer In The Headlights” Response To If You Consult With Dan Kennedy… You never want to be stumped by questions about facts in your business.

When Dan does a day of consulting with you, the beginning of his quest is to find what you actually know about your business. Most people can’t even get past his question of “What does it cost you to make a sale?” “What’s your cost per lead?” “What’s your cost per sale from these different sources?” “What’s the differentiating value of the customer from source A vs. source B? These are basic numbers you need to know in order to make smart marketing moves. Only after seeing what you really know about your business will Dan dive into what you believe to be true about your business and your market place that may or may not be pure bullshit. He’s only interested in your opinion to the extent that he knows and you know they’re opinions. So if you tell him your market is cluttered, he wants to see proof of that. Think back to the Chiropractor who was in the hot seat at the beginning of the seminar that thought Dan’s client was in his way and Dan proceeded to show him that he was wrong. Next, in a consultation, Dan will be on the quest for the “Who” is your perfect prospect more than anything else. This is more important in his eyes than anything else he could ask about after getting to the truth with the previous inquiries. And once again here, he’s looking for specific data – They average client is a 27 year old skater, has 7 piercings, hates cats, and is a graphic artist – isn’t deep enough. The reason you need to go deeper is because you’re looking for list biases. What states do they live in? This is a good one to know because if you’re doing direct mail, more times than not, there’s gonna be states you shouldn’t even mail to. If don’t get any leads or sales from a certain state, what the hell would you want to mail them again for? You look at where the most action came from and pour more mail into that segment. Most people never even notice this so they’re trying to hit a target they can’t see. Some guy may be going to dentists in every state, been mailing to em for 10 years and never noticed he hasn’t made one single sale to a person in Vermont. And if they don’t watch their stats they’re gonna wasting a ton of money continuing to mail to every dentist in that state. Screw Vermont! You need to take the time to wade through your customer list yourself before you ever go hunting for lists to mail to. Before a sale or after a sale, you should be getting your customers to fill out survey forms and tell you about themselves.

KENNEDY TIP: If on your survey you give your customers 5 income brackets to choose from, he always counts them one bracket down than what they noted. He believes this is a place the majority of people lie. You want to know political bents, magazines they read, you’re hunting for a sore thumb bias that is true for 20-30% of your customer list. This bias will lead you to profitable media and lists you would’ve never looked into. You ask every damn thing you can think of. Kennedy threw out the idea of sourcing a list based on finding out that hearing aid owners like to buy old TV show DVD’s – going to a DVD catalogue owner and asking them to give you a select of people from their list that match your perfect prospect profile. The most valuable insights Dan has ever come across came by Dan sticking his nose in order forms, customer surveys and looking at actual customers in person. Dan looked into going into the “horse betting market” and found that by going to the trade show that the 800 or so people at the trade show massively favored print information products over the software that was advertised everywhere in the magazines. He would’ve never come to this conclusion had he not went to the trade show and seen how desolate the software booths were. You’re always looking for biases you can work backwards.

Kennedy Mailing List Nugget: There’s almost no one who can make a profit mailing a list in its entirety. This is the single biggest mistake people make when going into direct mail. He says that even if you found out that your list favors Entrepreneur magazine, there is no way in hell you’ll ever make money mailing Entrepreneur Magazine’s entire list. But hidden in this list of 300,000 people, there are 20,000 or so names that will be massively profitable for the right marketer. One of the easiest break outs of a list like this would be geography. So if you’ve got 10,000 customers and none of your customers are from Utah, you don’t mail to Utah. If you find the majority of your list is married, throw out all the singles. Kennedy does this in the speaking business, axing women with hyphenated names from his mailing list. This ends up being a lot of names (around 400). He’s proven to himself that he doesn’t prefer them as buyers. There are exceptions but you want to play the odds. Next he’ll look at where you are and where do you want to be.

He gets to have a vision of what this business is gonna look like once the marketing gets on rails. He finds most people can’t answer this question. They know they’d like more money, more customers, and a bigger business. That’s it. And there’s so much more to a vision than this and helps flesh it out.

A Few Women Think Dan Is Full of Shit One of the women who spies for Dan in the bathrooms brought it to his attention that she overheard some women pissing and moaning that Dan said, “Women can’t sell from the stage.” Dan points out that this is what they pulled out him saying that women step to the platform with a handicap that white men don’t. It’s not a matter of his preference. It’s what is. Same thing happens to blacks, Hispanics, Asians, anyone except for a white male. Dan points out that he wouldn’t give a shit if Boy George were pitching him or not, if it’s something he thinks is gonna make him money, he’s buying and that’s the way it should be. He also points out that in certain markets that are dominated by women, this isn’t true. Also, think of Joan Rivers selling from the QVC stage. I don’t think men could do anywhere near as well as the women do there selling those feminine products.

The lesson to take from this is that when you’re going into a selling situation, no matter if a vagina or a penis is attached to you that you go into the belly of the beast with an accurate view of what you’re up against. This Accurate Thinking law is the one of the seventeen proposed in Napoleon Hill’s “Think and Grow Rich” is the principle everyone likes to skip over in favor of the candy coated ones like “set goals”. “They’re going to welcome us as liberators,” wasn’t accurate thinking when it came to the war in Iraq. Women thinking that they’re not stepping to the stage in front of a mixed crowd with a statistical disadvantage is not accurate thinking. Some men refuse to take advice in a masculine environment from a woman. There are women in a masculine environment who will not take advice from a woman. There are more of these people added together than there are women who won’t take business advice from a man.

Very few women refuse to take business advice from a man but there are a ton of guys who take business advice from a woman. And this can vary in age differences, geographic locations. Les Brown is bad ass speaker. He’s also black. He found that unless the Peter Lowe Success event was taking place in a sophisticated metropolitan city where there were a number of successful black people in the audience, he would bomb selling from the stage. Recognizing this fact isn’t negative thinking. It’s accurate thinking. It’s the difference between being smart or stupid. So instead of Dan sending women into be machine gunned in front of an audience, telling them they’ll be welcomed as liberators, he lets them know there’s gonna be certain things they’re gonna have to do to force the majority of men who would like to discount them the second they see their name on the list of speakers, to not do so and to force 1950’s thinking women to get into the 21st century. The first thing Dan feels women need to do is get all the bullshit out of the way of how they feel about this reality and instead welcome, embrace and then overcome the reality. It’s not impossible for women to do well selling to a mixed audience. It’s just more difficult just as it was more difficult for Dan to get consulting clients when he was in his 20’s than it is while he’s in his 50’s. And again, society makes certain judgments about age. To counter this, Dan used to artificially gray his hair in response to this challenge. Dan did what he needed to even the playing field.

Three Wealth Magnets Common To Successful People 1. Be Somebody 2. Be Somewhere 3. Do Something Successful people are always doing a combination of these three things. Here’s what he means by the first on this list . . .

1. Be Somebody You need to be famous, credible, known, viewed as a celebrity, viewed as an all-knowing specialist to a defined segment of the population.

Specialists are the highest paid people in the world and for the majority of them, it’s a position attained more based on perception than true brain surgery-like skill. You first need to decide what group of people you’re going to be a somebody to. The group who are all going to be intrigued and impressed and view as the God, the Go-To-Guy in the market. Most people set out to be famous without purpose. Unless you’re Paris Hilton, this is useless. Kim Kardashian realized this took her ass to work to leverage the fame ninety-two different ways with partnerships and her own companies. Kennedy is very conscious about where he wants to be famous. This is why he gives no thought to neglecting small town, no market, morning drive radio shows or even Howard Stern. Those aren’t his markets. Now he’d love to do Rush Limbaugh because that’s where his people are at and to be famous there would be advantageous.

Where you decide to be a somebody should be carefully chosen and start small with a small audience. The reason for this is that it’s easier – less time, less resources - to be a big fish in a small pond. If you niche you’re going to have an easier time with this than if you’re go at it generalist Oprah style. Scott Tucker became famous quicker to the people who matter to him (mortgage brokers) by being a somebody in the mortgage circle than had he started out trying to be a somebody via getting featured in Business Week. Napoleon Hill made himself a somebody by interviewing somebodys – the most wealthy and prestigious people in America and boiling the findings of their interview down to a book. “Think And Grow Rich” has gotta be the #1 all-time best-selling book on success EVER and he had NO success. He was barely a reporter for some free rag when Carnegie took him on. Hill never started a business. Never built a business. He never did anything on which to build a success philosophy. Peter Lowe, the guy who ran the Success Seminars did the same thing. He had a fledgling seminar business prior to the Success gig where 30 people in the room was a “good” event. He was never going to be a featured act that anyone brought in to speak for them, even after having been surrounded and mentored by the best speakers in the nation. So the way he became a celebrity was by writing checks and hiring the celebrities.

Look How Tony Robbins Used This Strategy . . . Tony Robbins used TV to become a somebody. If you want big broad market, TV is the place to be because it has the biggest influence on the general population. 12 months of the infomercial led to him being made fun of by Leno and being invited onto Larry King. All from a successful infomercial. The way Tony got his foot in the door was making sure he could do a testimonial for Guthy Renker’s “Think and Grow Rich” infomercial. Guthy Renker noticed he was good on camera and decided to do a show with him. Prior to this, he was doing fire walking seminars at the LAX airport Holiday Inn and if 300 people showed up paying him $50 bucks a pop, he was having a big day. TV completely changed everything for Tony. It turned him into a celebrity.

Think about his qualifications, prior to being featured on TV, for being seen as a somebody in the eyes of America. Kennedy says there aren’t any. All of his star power credentials/testimonials came AFTER he transformed himself into a somebody. Donald Trump radically ramped up his celebrity via TV and humping his ass all over the country doing TV, licensing himself to anything worth his time. Somers White, every year before the National Speakers Association Convention, he pays for and hosts a big by-invitation-only (200 person) dinner. He does no other marketing throughout the year. He sets this up salon style and walks around the dinner with a mic and 50 or so people there get their moment in the sun as a result of him walking up and interviewing them for a few minutes asking questions that make the person appear smart. He strategically uses assigned seating to pair people up who can potentially work together. On the night before the convention, around five o’ clock all these people are descending through the conventions hotel lobby in tuxedos and long gowns leaving the hotel to catch cabs and returning at eleven and the vast majority of everyone attending the convention is seeing it but are barred from going. And now everyone is talking about Somers White for the rest of the weekend. And if you end up making business connections as a result of attending the dinner, you now indirectly owe him one. This gets him way more “Somebody” power than if he’d taken

that same amount of money and bought ads, exhibited, or if he was a featured speaker on the program. He steals the thunder of the entire event with this strategy. This obligation marketing system keeps his consulting business pipeline full for the entire year. And what’s dumb is that one has copied it and carried it over to their niche. What Dan hears people saying behind Somer's back is, “This guy’s an idiot for doing this."This’s gotta be expensive. Look at him blowing all this money to satisfy his big ego.” Dan says this is the least egotistical guy you could hang out with. This is a very deliberate “Be Somebody” strategy.

Scardey Cats Need Not Apply If in your niche no one’s gonna deem you a somebody unless you’ve jumped through 50 hoops and groveled at the higher ups feet for years, and you don’t want to play that game, then steal it. Become a somebody behind them, on the side of them or around them. Doesn’t which direction you arrive from.

This is a huge commonality of successful people – their turning themselves into a specialist or expert or celebrity in their market. The massive majority of the money flows to specialists and celebrities. Crumbs get doled to everyone else. Being a cheapskate with this strategy is dumb. Also blindly throwing money at it is too. Madison Avenue would call this branding but that term is so broad that he doesn’t like to use it. They would encourage connecting with celebrity or spending tons of money but there would be little to no strategy behind it. They’d be gunning for you to become famous just to become famous. This is a more sophisticated version of personal branding.

#2. Be Somewhere This is about narrowing down your market and descending upon them on a quest to be a somebody. And notice this is somewhere, not everywhere. Almost no one has the resources to be everywhere and when people attempt to do this, they spread themselves so thin that they end having no impact at all.

One guy Dan mentioned had a book out at the time in the book stores that you couldn’t miss. He’d sold 80 something million of them yet nothing had come of this – no customer base, no market, nothing strategic at all. You want be somewhere you can create value. For Tony, the somewhere was TV. But for Somers White his somewhere was tiny little association that only has 6,000 members but some of them happen to be influential with business people which are his target market. For one evening, four hours, this is the place. And from this somewhere, he gets all the leverage he needs to support himself for the entire year. So say you find that a trade journal is a place to be because people are responding to your ads. Well, you don’t want to stop there. You want to look to get a column in there. You want to be interviewed for an article in there. You want to be at the convention. You want to promote the dinner before the event Somers White style. You stake your claim and announce this is your somewhere. Success Magazine was a very nice somewhere for Dan. The subscribers were highly receptive to his message. So, he cultivated relationships with the freelance writers writing for them, he cultivated a relationship with the editor, the book reviewer, and in one year he was featured in 7 out of the 12 issues. This, once again, is what you’ll find famous people doing; becoming a somebody, somewhere defined reaching out to a carefully selected audience.

#3. Do Something There’s two parts to this. First Part: This is the whole, get off your couch and do something before you’re ready, start something before you know where it’s gonna go. Second Part: Do something that directly strengthens your “Be a somebody somewhere” status. This means do something provocative, something meaningful, something controversial, something that’s annoying, do something to piss everyone off in the association of your niche and you’ll immediately be the most talked about person.

The way Dan pisses everyone off in the National Speakers Association is by standing on stage and telling them that speaking is not a business, it’s not a career, it’s not a

profession, and if you think it’s any one of those three things you’re either already broke or that’s where you’re heading. He pisses all over their award/ladder structure. He does if he speaks at one of their chapters and in everything he mails to them. This is doing something. Sure this leads to him getting nasty mail, but this mail is only from the people he’s not going to get money from. He gets big money from the people it does touch home with and its gets him talked about. These are the two key things he wants in this arena!

Do Something Somebody’s Gonna Notice Do something which puts people aghast or is awe-inspiring. Do big ads, do flashy mailings, send Fed-Ex boxes stuffed with awesomeness. Scott Tucker was doing the Fed Ex box with a copy of the salesletter in it, a copy of the farting cat book, the Acres of Diamonds book, a pair of tube socks, a fake magazine with a picture of Tucker lounging in a hot tub with babes, half of the stuff in there didn’t even relate to the salesletter – just a big giant box of stuff. But of all the mail that showed up that day, who’s do you think got priority attention. This is doing something that’s gonna get attention. He spent $49 bucks to mail each of these and he mailed around 3,000 of them. Not cheap. And people screw themselves when they look for ways to cheap out on this. They start asking if instead of Fed Ex can they use UPS, can they send a picture of the book instead of the actual book, etc. They even do this on newsletters that only cost 70 cents a month to send - they inquire as to if they can just leave a bundle of them in some place they think a lot of their customers go so they can save on the postage. No, no, no, NO this isn’t okay. What’s cool is that after Scott invested this money to get these leads, he was able to fill his next seminar with email. And because he did something, somewhere, he became a somebody in this market. When you join these three together, you get real power. Say what you will about Trump inheriting his fortune and stature but you can’t take away the fact this guy works his ass off. He didn’t lounge around squandering the money flowing in from the Apprentice. He went EVERYWHERE – speaking, endorsing, interviewing, and it’s extremely instructive to pay attention to EVERYTHING he did to leverage this opportunity while that show had its spot in the sun. Trump was always a somebody in New York and in real estate circles but he was never a somebody like he is today hosting Saturday Night Live and showing up on The View.

He goes anywhere he can while to push this personal brand that allows him to harvest everything he can before he’s goes back into the seclusion of the real estate world.

Q&A

The reason most people join Dan’s coaching groups is for the help with their marketing. In the end, more than half of the value they get is from the head trip stuff they learn that allows them to overcome the horrible beliefs that have kept them playing small. Dan cites the story of W. Clement Stone tells about one of his sales guys nagging for good leads day after day after day. Finally Stone breaks down and tells him he’s going to steer him towards 25 hot prospects and that he can even use his name when calling on them. The guy goes out and kick ass and takes names and comes back to tell Stone so and to thank him. Stone in return tells him that each of those names were picked at random out of the phone book and that if he’d get out of his own way, he would continue to make something out of nothing. You can give someone every single mechanic they need to make the impossible possible but unless they can see believe it’s possible before they can see it, they ain’t doing shit. And this doesn’t go away the richer you get. There’s always going to be a part of you that’s wants to see it before believe it. Nourishing your mind with the reasons why it’s possible is something that’s always going to be helpful. Q: We came looking for a vehicle to help us hit an ambitious sales goal and we don’t know if that’s going to be high dollar coaching, direct marketing, or creating a media figure to promote to the press. We’re working on all three but I’m wondering if we should be focusing on one of these at a time or do it all at once? Unless you’re limited by resources, launch them all at the same time. And if you have to launch them half-assed, launch ‘em half-assed. You’re looking for a sign of life. If one shows more promise than the others drop the one that isn’t getting traction and spend more time on the other two.

Q: If you’re looking to start a nationwide info-marketing business while you’re still running your local brick and mortar business,

how you would go about managing all the massive action you need to take? When Bill Glazer did this with B.G.S. he did three things . . . 

He did time blocks.



He got someone to help him deliver the product.



He started putting more systems into practice within his main business which freed up time for him to spend on the info-marketing business.

Bill knew he wanted out of the retail store. If you want the same with your business you want to look to replace yourself, more so than delegate. So when you start a new business and you’ve already got one going, it forces you to become better at running the first one and shaping into something that doesn’t require your presence. When Dan got divorced from Carla, he didn’t know how to do anything she had been doing administrative wise for him. And he would’ve been completely lost had she not hung around for a couple of weeks and wrote manuals and notes for him so that he could do it himself. Most people do the same thing as Carla. They carry everything around in their head and if they get hit by a truck, the show is over or put into critical condition. Taking on a new business forces you to shore up the core business and make it run more efficiently. And if you’re coming up with all these systems, this leads to you having more product to sell to the people you’re selling information to who are in the same business as you and have the same challenges.

Q: How do I franchise my business without having one of the franchisees screw up the brand by not performing? It’s a huge challenge. This is why he suggests the gourmet pizza woman not do this because restaurant #48 ain’t gonna be so gourmet. As hard as they try, somewhere in the world there’s a dirty bathroom in a McDonalds. Disney as they’ve grown has started to lose some luster. When a company grows and depends more and more on people who have zero skin in the game, zero passion about the business, like a founder does, you pee away the power of your impact.

When you own one restaurant you can make sure everything is spot on. When you own a 100 Taco Bells for instance, you manage by numbers. So poisoning incidents have an acceptable % number for that, one for lawsuits, one for theft, etc. This is the reality of a business multiplied. So unless you stay a mom and pop shop, you’re going to have to sacrifice quality in exchange for growth, size and scope. The accurate thinking view of this is that there’s no way around this if you want to grow. You can regulate to a certain extent. You can fire people. You can have termination clauses built into your franchisee agreements. There’s all kinds of stuff you can do to try to control it but the most important thing to do is ditch the idea of everything staying pristine. You’ve got to be okay with things not being exactly the way you want them to be.

What is The Secret To Life That You Can Fit On a 4 x 6 Card? Decide. Make a decision to do something and go do it. Dan says he might make a mess but that he cleans it up later. How Dan got into horse racing was the opposite way most people do it. Most people are lifers meaning they’ve been in the sport since they were kids. Dan made a decision and started at 46 years old. And the usual path doesn’t include doing it weighing 248 pounds, not being in shape to do it, not living anywhere where harness racing takes place, etc. He knew all this and said “Fuck it. I’m doing it.” He started and figured how to work out all the details on the path. Just about everything he’s done has been this way. He thinks this is the way things actually get done. Same thing as Iacocca and the blow torch. Iacocca on the back of driving the car around for a couple days and getting the positive feedback from people went back to Chrysler and announced to the press, the trade press, and the bankers that they were coming out with four convertibles in six months. Now everyone’s asking Lee how the hell they’re gonna do it and he says, “I don’t know but I told everyone we we’re gonna do it so let’s figure it out.” So the secret to life is to “Decide.”

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