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THEGKICMAGNETICMARKETING
LIFESTYLELIBERATIONKIT
GofromFrustrationandOverwhelm
toWealth,Success,andaGreat
BusinessLifestyle
www.gkic.com
©2016Glazer-KennedyInsider’sCircle,LLC.AllRightsReserved.
PublishedundertheUnitedStatesCopyrightlawsbyGlazer-KennedyInsider’sCircle,LLC. Noportionof
these materials may be reproduced in any manner whatsoever (whether electronic, mechanical or
otherwiseandincludingphotocopy,recordingoranyinformationstorageandretrievalsystem)withoutthe
expresswrittenconsentofthepublisher.Anyunauthorizeduse,sharing,reproductionordistributionof
these materials by any means is strictly prohibited. Requests for permission to reproduce content
containedhereinshallbesentviaemailtoourPermissionsDepartmentviaemail(support@gkic.com)or
facsimile(312)880-1201.
This Presentation (“Presentation”) has beenpreparedbyoronbehalfofGlazer-KennedyInsider’sCircle,LLCand/oritsaffiliatedcompanies(“GKIC”)forthe purpose of setting out certain confidentialinformation regarding GKIC’s business activities,plans and strategy. References to “Presentation”include any informationwhich has been ormay besuppliedinwritingororallybyoronbehalfofGKICinconnectionwith the Presentation or in response toanyfollow-upinquiriesfromthePresentation.This Presentation and the information containedhereinareconfidential. Inaddition to the termsofany confidentiality agreement you may sign withGKIC,byviewingthePresentationyouagreethatyouand each of your agents, representatives, advisors,directors or employees (collectively,“Representatives”)willnot,andwillnotpermitanythirdpartyto,copy,reproduceordistributetoothersthis Presentation, in whole or in part, at any timewithout thepriorwrittenconsentofGKIC,and thatyouandallRepresentativeswillkeepconfidentialallinformation contained herein not already in thepublicdomainandwillusethisPresentationforthesole purpose of familiarizing yourself with certainlimitedbackgroundinformationconcerningGKICanditsbusinessstrategy,plansandactivities.Ifyouhavesigned a confidentiality agreement with GKIC, thisPresentationconstitutesConfidentialInformationforthepurposesofsuchagreement.IfyoudonotagreetothetermsofthisNotice,youmayNOTview,copyordistributeanyportionofthisPresentation.WhiletheinformationcontainedinthisPresentationis believed to be accurate, GKIC has not conductedany investigation with respect to such information.GKIC expressly disclaims any and all liability forrepresentationsorwarranties,expressedorimplied,containedin,orforomissionsfrom,thisPresentationor any other written or oral communicationtransmitted to any interested party in connectionwiththisPresentation,sofarasispermittedbylaw.
No representation or warranty is given as to theachievementorreasonablenessof,andnorelianceshould be placed on, any projections, estimates,forecasts, analyses or forward-looking statementscontained in this Presentation which involve bytheir nature a number of risks, uncertainties orassumptions that could cause actual results oreventstodiffermateriallyfromthoseexpressedorimplied in thisPresentation. Except to theextentotherwise indicated, this Presentation presentsinformationasofthedatehereof.Thedeliveryofthis Presentation shall not, under anycircumstances, create any implication that therewillbenochangeintheaffairsofGKICafterthedatehereof. In furnishing this Presentation, GKICreserves the right to amend or replace thisPresentation at any time and undertakes noobligation to update any of the informationcontained in the Presentation or to correct anyinaccuraciesthatmaybecomeapparent.ThisPresentationshallremainthepropertyofGKIC.GKICmay,atanytime,requestthatyouand/oryourRepresentatives promptly deliver to GKIC or, ifdirectedinwritingbyGKIC,destroyallconfidentialinformationrelatingtothisPresentationreceivedinwritten, electronic or other tangible formwhatsoever,includingwithoutlimitationallcopies,reproductions, computer diskettes or writtenmaterials which contain such confidentialinformation.Atsuchtime,allothernotes,analysesor compilations constituting or containingconfidential information in your or yourRepresentatives’, possession shall be destroyed.YoumayberequiredtocertifysuchdestructiontoGKICinwriting.
GKICMAGNETICMARKETINGLIFESTYLELIBERATIONKIT
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TheGKICMagneticMarketingLifestyleLiberationKit....................................................................................4
TheGreatDivideofBusinessOwners.........................................................................................................5
AbundanceThinking.................................................................................................................................10
MaximizingtheValueofEveryCustomer.................................................................................................13
IncreasingPricesUsingTieredPricing......................................................................................................16
IncreasingPricesByRepackagingYourOffer...........................................................................................17
MarketingtoYourExistingCustomers.....................................................................................................19
FearofFailure...........................................................................................................................................22
TheGKICViewofFailure..........................................................................................................................26
CreatinganImageofYourIdealLifestyle.................................................................................................27
SuccessKey#1:Community.....................................................................................................................31
SuccessKey#2:MaketheOfferYourCustomerCan’tRefuse(CreateaCompellingOffer)....................32
SuccessKey#3:AvoidingPerfectionism(FearofCriticism).....................................................................35
SuccessKey#4:GetYourCustomertoChaseYou,InsteadofChasingYourCustomer...........................38
SuccessKey#5:PutPattoWorkforYourBusiness..................................................................................42
SuccessKey#6:InvestinMarketingandSalesandAvoidMoneyWorries..............................................46
SuccessKey#7:TapIntotheMagicalForceoftheMarketingandSalesTriangle...................................49
SuccessKey#8:ParallelVs.Serial(MassiveAction).................................................................................54
SuccessKey#9:KnowWhyYourCustomerChoosesYouVersusAnyoneElse........................................57
SuccessKey#10:InvestinYourselfandMarketingandSales..................................................................60
SuccessKey#11:AutomaticSystemsThatNeverLetCustomersandProspectsForgetAboutYou........63
SuccessKey#12:KnowingThatOneistheWorst#.................................................................................67
SuccessKey#13:Followthe“Leapfrog”Principle....................................................................................68
SuccessKey#14:GeneratingTheBiggestImpactfromEveryAdvertisingDollar....................................72
SuccessKey#15:PersonalDevelopment/LearntobeaGreatCopywriter..............................................76
PuttingYouInControl..............................................................................................................................77
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THEGKICMAGNETICMARKETINGLIFESTYLELIBERATIONKITGofromFrustrationandOverwhelmtoWealth,Success,andaGreatBusinessLifestyle
WelcometoTheGKICMagneticMarketingLifestyleLiberationKit.Theinformationinthis
programhasthepowertocompletelychangeyourbusinesslifefromoneoffrustrationand
overwhelmtowealth,success,andagreatbusinesslifestylethatgivesyouthefreedomtodo
whatyouwanttodo.
Ifyouarelikemostsmallbusinessownerstoday,youareconfused,overwhelmed,andfranklytiredoftheso-calledexpertsandtheirconflictingadviceabouthowtorunyourcompany.
You’rehearingthingslike:
• It’sallaboutsocialmedia• No,directmailisbest!• Directmailisdead!• Ifyouaren’tonTwitter,yourbusinesswon’tsurvive• Facebookisthemust-haveinyourmarketingandsalesarsenal• You’vegottodoGoogleLocal,SEO,localsearch,advertising,onlinereviews• Andonandonandon…
Weareheretomutethenoise—toguideyoutoclarityaboutarelativelyshortlistoffundamentalprinciplesandstrategiesthatwillpreventyoufromwanderingaroundlostinadeep,denseforestofmedia,alldemandingyourattention,time,andmoney.
Theprincipleofattractionissomethingyou’veprobablyheardaboutonatalkshowlikeOprahorreadaboutinaself-helpbookbyoneoftheso-calledgurus.
Unfortunately, theprincipleofattraction ismost frequentlypresentedasmerelyametaphysicalconcept,andpeoplecarryittofoolishextremes—weknowyouhaveheardthisbeforebecausewehearitallthetime—thinkingwillmakeitso.
GKICwantsyoutoknowthetruth,andhereitis:
DoingnothingbutthinkingaboutgrowingyourbusinessorpracticeWILLNOTmakeitso.
Fortunately,that’sonlyhalfthestory.
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Here is the truth that smartmarketers know and use to their advantage every single day: Theprincipleofattractionislegitimatewhenappliedinapracticalmanner—asinamarketingandsalesstrategy—andthat’swhatMagneticMarketingisallabout.
Theideaissimple:
Mostmarketersapproachtheprocessofmarketingandsalesasiftheyarehunters,whichmakespotentialcustomers,clients,orpatientsfeellikeprey.Thisnaturallyproducesresistance.
Weprefersellinginalow-resistanceenvironment.Inalow-resistanceenvironment,theconsumerfeels like he is discovering, selecting, and coming to you rather than reacting to a pushy salespresentationwhereheneedstokeephisguarduptoavoidbeingsoldsomethinghedoesn’twantorneed.
Whenyoudomarketingandsalesright,yourprospectchoosesyou.
Soundsgreat,doesn’tit?Sowhydoesn’teveryoneapproachmarketingandsalesthisway?
Letusofferyouthisradicalandchallengingidea:
Prettymucheverythingyouthinkyouknowandhavebeenconditionedtobelieveaboutmarketingandsalesiswrong.
THEGREATDIVIDEOFBUSINESSOWNERS
Weareabouttoexposeagreatdivide.
• Ononesidearethemajorityofcompaniesandbusinessowners.Theyaremarriedtoaverytraditional,mainstream,brandandnamevisibility,largelyunaccountablemarketing,sales,andadvertisingstrategy.
Theyareinvestingtheirmoneyweekafterweek,monthaftermonth,yearafteryear,basedonthehopethatitwillleadtonewcustomers.
Theythink(falsely,bytheway)that,byusingthenewestmedia,theyaredoinganewkindofmarketingandsales.
Butintruth,theyaremerelymovingthesamebadadvertisingandflawedmarketingandsalesstrategiesfromonemediatothenext.
• OntheothersideofthedivideisasmallragtagbandofrebelsandrenegadeswhoutilizeMagneticMarketing.
Allofwhichwearerevealingtoyoutoday.
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WhenyouseehowMagneticMarketingworks,you’llsmackyourselfintheheadfornotseeingitsooner.
• Youwillbeinaweofhowmuchsenseitmakes.• Youwillneverlookatanad,asalesletter,awebsite,oranyothermarketingandsalespiece
thesamewayagain.• Youwillmakemajorchangesinyouradvertising,marketing,andsales—fast.
Weknowthiscansoundabitintimidating,butdon’tworry.Youaren’taloneinthis.Lotsofpeoplehavebeenwhereyouare.
Here’sanactualletterfromoneofourmembers,RobertfromFlorida:
Iwas tryingtosizeupthe telephonepoles, tryingto figureoutwhichpolegavemetimeto
acceleratemytruckfastenoughthatwhenIhitthepoleI’ddieonimpact.
I did this each morning on my morning commute to work before I discovered Magnetic
Marketing.
Mycustomersthoughttheyownedme,myemployeeshatedme,andIwasn’tmakingmoney.I
thoughtmyonlyvaluetomywife,ourfour-year-olddaughter,andournewbornsonwasdead
sotheycouldcollectthelifeinsurancepolicyIhadboughttwoyearsbeforewhenIopenedmy
business.
ThesuicideexclusioninthelifeinsuranceranoutjustaboutthesametimeIwasinmoredebt
thanI’deverimagined.Myrevenuewasanupanddownyo-yo,andmyemployeesblamedme
for everything that was going wrong—even though none of them were stepping up to do
anythingtogrowthecompany.
Magnetic Marketing changed everything. I discovered there were ways to generate more
incomewithouthavingtogetnewcustomers.
Iwasabletospendlessonmarketingandsalesandyetgeneratemorenewcustomersbecause
Iknewwhatwasworkingandwhatwasawasteofmoney.
Ilearnedhowtocustomizemymarketingandsalesmessageandcreateanofferthatattracted
customersIenjoyedworkingwithandwhoappreciatedwhatIprovidedforthem.
Most importantly, I figuredoutapower thatgetscustomers tocometomerather thanme
havingtochasethem.
TheskillsI’velearnedhavetransformedmylife.I’mnowincontrolofmybusiness.Ihavethe
incomeandfreedomtoenjoytimewithmyfamilyandgotomykids’gamesandperformances.
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Wetakefamilyvacationseachquarterwherewegetawaytodiscoverfunplacesthroughout
America.Andmycompanyisgeneratingmoremoneyfromeachcustomer,whichallowsmeto
investtohirebetteremployeeswhogetthejobdonerightthefirsttime,takeownershipfor
theirrole,andappreciatetheopportunitytoworkatmycompany.
MagneticMarketinghasgivenmeareasontolive,anopportunitytobecreative,andhashelped
meenjoymyfamilymorethanIevercouldhaveimagined—allfromasinglebusinesscourse.
Thankyou.WhileyoupromisedMagneticMarketingwouldtransformmybusiness,itactually
transformedourlives.There’snothingIcouldsaytothankyouenough.
Signed,
RobertfromFlorida
Robert’slettergivesyouanideahowlife-changingMagneticMarketingcanbeforanybusinessorpractice.Whenyouaresittingtherewithbillstopay,customerswhoareleaving,andemployeeswhoannoyyou,itmayseemlikethere’snothingyoucando.
Allowustorevealabetterwaytorunyourbusiness.Somethingthat’llmakeyourbusinessfun,giveyouprideinownership,andcreateagreatlifestyleforyouandyourfamily.
Thesmartquestionsarenot:
´ HowcanI“getpast”thegatekeepers?´ HowcanI“get”anappointment?´ HowcanI“lure”aprospectintomyshowroom,store,office,seminar,orwebinar?
Andtheworstquestionofall:
´ HowcanIsellsomethingtosomeonetoday?
Thesequestionsallhavethesameprimitivefoundation;thecavemancontemplatinghowhecanfindandkillabeasttodaysohisbroodcaneattonight.
THESMARTERQUESTION
Hereisthemuchsmarter,moresophisticatedquestion:
Howcan I setupasystemofattraction thatbringsa steady, reliable streamof idealpotentialcustomers,clients,orpatientstome,askingformyadviceorassistanceasatrustedauthorityorproviderintheircategoryofinterestor,evenbetter,prospectswhohavepredeterminedtobecomemycustomersorclientsifIacceptthem?
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Thisisamuchmorecomplexquestion.Itrepresentsamajorshiftinapproach.Ifyoucanaccomplishthisforyourcompanyorpractice,itwillbeneficially(andmaybeevenradically)alteryourentireexperienceofdoingbusiness.
Establishing a systemof attractionwillmake competition irrelevant,minimize price resistance,facilitatepriceelasticityandhigherprofits,makeyourtimeinfinitelymorevaluable,andcreatealessstressfulsellingscenarioforyouandyourcustomers—leadingtogreatercustomersatisfactionandmorereferrals.
TheconceptsandstrategieswerevealwithinTheGKICMagneticMarketingLifestyleLiberationKitarewhatthemostsuccessfulsmallbusinessesintheUnitedStatesandaroundtheworldareusingrightnow.
Withinthisprogram,we’regoingtoshowyouexactlyhowyoucanreapthebenefitsofusingthemyourselfinyourownbusiness.
AndwhatbetterwaytodothisthantohavesomeofourGKICmemberstellyoutheirstories
Throughoutthisprogramyou’llhavetheopportunitytomeetandlearnaboutseveralbusinesses.
Theyareasdiverseasthesmallbusinessworld,fromservicebusinessestoretailtoprofessionalpracticesandeverythinginbetween.
Theyrepresentasmallcollectionof the thousandsofGKICmembersaroundtheworldwhoareusingMagneticMarketingstrategiestotransformtheirbusinessesandtheirlives.
You’lllearnmoreaboutthesebusinesseslater,butallowustointroducethemtoyoubrieflyhere:
• MarkMehlingisaretiredNavypilotwhocreatedapart-time,$100,000+incomeworkingfromhomeafterhenoticedsomething invisible to thosearoundhimandbeganapplyingsomebasicbusinessprincipleshelearnedfromGKIC.
• Dr.DonnaGalanteisanorthodontistinasmalltownof85,000people.Thistownisfullofgeneraldentistsofferingorthodonticstogrowtheirincomeaswellas28otherorthodontistcompetitors.InspiteofstiffcompetitionDonnawentfromasinkingshippracticewithsilentphonestodoublinghernewpatientflowandincreasingherpractice’sprofitbymorethan$500,000.
• HossPratt spent three years flying giving seminar after seminar,week afterweek afterweek,untilheandhisfamilycouldn’ttakeitanymore.Thisallchangedwhenhewrotedownwhathisbestbusinesslifewouldlooklike.Todayheworksfromhome,makessixfiguresamonthinanall-virtualbusinesswithnoemployees,andspendsplentyoffamilytimewithhiswifeandbabydaughter.
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• JimmyNicholasturnedtotheGKICcommunityforhelpafteryearsofnoprofitsandnothingbut struggle.HebeganusingGKIC-stylemailings and increasedhis profits bymore than600%,andheisontracktoadd$1.4millionofrecurringrevenueoverthenextfiveyears.
• John Rinaldi sells equipment that provides metrics and analytics for heavy machinefactories.Hetransformedhisbusinessfrombeingjustoneofmanysuppliersofacommodityproductandbecameacelebrityamonghiscustomersaroundtheworld,growingsalesby140%andnetprofitby715%.
• WalterBergeron tookmassiveaction for90days togo from“marketingbyaccident” tohavingafullyimplementedprofitablemarketingsystemforhiselectronicsrepairbusiness.His$1.1millioninsalesspeaksforitself.
• Dr.DaroldOppisafamilydentistinasmalltowninSouthDakota.WhenanunscrupulousbusinesspartnergotDaroldintotroublewiththeIRS,thewholetownknewit.Thisdentistlosteverything,andthenheearneditallbackandmore,byinvestingmoreintomarketing—andintohiscommunity.
• Dr.RickSchaeferstartedahigh-endmedicalpracticethatfocusesonprovidingpremiumservicesatpremiumprices forahighlytargetednicheofpatients.HisKneeSpecialistsofWisconsinbringsinover$50,000aday,andhehaspatientsdancinginthehallways.
• Jeff Giagnocavo uses customer education, authority marketing, and a unique sellingproposition(USP)togethiscustomerstobuy$30,000mattresses.
• DanielleKeperlingthoughtitwouldbeagoodideatogobacktoschoolforanMBAwhenthe residential housing market tanked in 2008. While the degree didn’t help her learnanythingaboutmarketing,aserendipitousfindintheuniversitylibrarylandedherfamily-ownedhistoricrestorationscompanyonPlanetDan.Shesetabouttakingmassiveaction,andnowherdadcomplainsabouthavingtoomuchbusiness!
• Dr.PhillipYoo’sparentstoldhimthatallhehadtodotobecomesuccessfulwastobecomeadoctor.Theywerewrong.Hehaslearnedthatwhateveryourprofession,youneedtobeamarketerfirst.
• ShaunBuckwasateenageddadwhomade$4.25anhourplayingthemouseatChuckE.Cheese.Determinedtoraisehisson,Shaunquitschooltogeta“realjob”andstartedhisfirstbusinessatage21.GKIChelpedhimnarrowhis focustohisbestproduct,andtodayTheNewsletterProproducesandmailsmillionsofnewslettersayearforclientsinjustabouteveryindustry.
• Dr. Jeff Anzalone is a self-described “redneck periodontist” in Monroe, Louisiana. DanKennedy calls him the “Doc with Hustle” because Jeff really hustles when it comes toimplementingGKICstrategies.Likemostdentists,heleftdentalschoolwithnomarketingskills.GKICchangedallthat,allowingJefftoleapfrogoverbarriersandbecomeknownasthebestproviderofperiodonticsandanexpertinthefieldofdentalmarketing.
• DustinBurlesonopenedhispracticeasanorthodontistamilliondollars indebt.TakingwhathelearnedathisfirstSuperConference,Dustintransformedhispracticein12months.
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Nowhechargeshispatients$2,000morethanmostofhiscompetitorsandhasgonefromzeropatientsto7,500activepatients.Hehasgonefromjustdoingwhathedoestomarketingwhathedoes.
ABUNDANCETHINKING
Allofthemarketersyoujustheardaboutshareanimportantphilosophy:
• Theybelievesuccessispossible.• Theyknowtheiridealcustomers,clients,orpatientsareoutthere.• Theyarewillingtodowhatittakestoattractthem.
MagneticMarketersareoptimists.Theythinkintermsofwhat’spossible—andthentheygooutanddoit.
ArguablythemostfamousMagneticMarketerofthemall,DanKennedy,hasthistosayabouthavingastrong,optimisticmarketingandsalesphilosophy:
WithintheGKICcommunity,webelievethatyoucan’teatphilosophy,butwhatwe’vefoundis
that hundreds of successful small business owners, from-scratch millionaires, multimillion-
dollar entrepreneurs, and high-income earners that are part of our community have a
profound, definitive philosophical belief that provides themwith strength, motivation, and
resilience.
Forexample,beliefin:
• Capitalismandfreeenterprise
• Self-relianceandinitiative
• Responsibilityandopportunity
• Abundanceandself-interest
You’re right tomake your business and your life as you see fit to fulfill your business and
personalgoals.
Alotofbusinessownersinsteadgetfocusedonwhatareindustrynorms,whattheyseetheir
competitorsdoing,whattheylearnedtodowhentheyfirststartedinbusiness,andtheyfeellike
that’stheonlyway.
Thetrulysuccessfulbusinessownersinsteadmoldtheirbusinessandtheindustrytotheirown
lifepreferencesandlifestyle.
Ifyoulistenedtoatypicalbusinessownercomplainaboutthecurrenteconomicclimateinhistown,youmightbelieveit’sharderthanevertosucceedinsmallbusinesstoday.
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OneofourGKICmembersownsfranchisesaroundthecountry.Everywherehegoeshehearsthesamethings:
• “Inthistown,peoplearen’twillingtospendmoney.”
• “Oneofthebigboxescameintotown,andnownoonecancompete.”
• “Wehaven’trecoveredfromthatbigstormthattookoutmostofthetownafewyearsago.”
Thefactisthatmanybusinessownersfocusonalltheproblemsandchallengestheyfaceratherthanlookfortheopportunitieswithinthosechallenges.
TheGKICbusinessownersthatDanKennedydescribedforusseekoutthehiddenopportunities,leveragethem,andsucceedinthemostdifficultofcircumstances,bothhereintheUnitedStatesandthroughouttheworld.
It’snotthecircumstancesthatmakethesuccessfulbusiness,butit’stheattitudeofperseveranceandresilienceandacommitmenttotaketheinitiativethatarethekeystobeingsuccessfulinanycircumstance.
Here’sanotherfact:
Thereismoremoneyinoureconomytodaythantherehaseverbeenbefore.
Theaveragegrossdomesticproductperpersonismorethan$70,000.Ofcourse,thisdollaramountisn’t spreadequally, but still, throughout the entire economic spectrum,people today, evenourpoorestcitizens,arewealthybystandardsof25,50,and100yearsago.
YouseefolksstandingintheunemploymentlinecheckingFacebookontheiriPhones.AndkidswhosaytheyneedfreecollegetuitionaresittinginStarbucks,sipping$7lattes,andsurfingtheinterneton$1,000laptops.
Peopletoday,eveninthemostdifficultofcircumstances,willspendmoneyontheproductsandservicestheywant.
Ourgoalasabusinessowneristocreateproductsthatourcustomersardentlywantandtousemarketingandsalesthatbringsthesecustomerstoourbusinesses.
Customersbuywhattheywanttobuy.Thereismorepurchasinggoingontodaythantherehaseverbeenbefore.
Themarket for yourproducts and services is there,nomatterwhatyoumaybehearing to thecontrary.
Here’sstillanotherfact,anditisonethatcansaveyoumoney.
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WhenwesitdownwithbrandnewmemberswhocomeintoGKIC,weoftenfindthattheirmarketingandsalesinvestmentsarecostingthemmoremoneythantheyshould.
Whenyoucarefullyanalyzethecostsassociatedwithdifferentaspectsofyourmarketing,sales,andbusiness strategies, youwill probably find that you get 80%of your results from20%of yourinvestments.
This80/20ratioisactuallyafamousmanagementprincipleknownastheParetoPrinciple.Applyingittoyourbusinessorpracticeisthesmartthingtodo.
What if insteadofspendingeverythingyou’respendingtoday,youcouldspendjust20%ofthatamountandstillget80%oftheresultsyou’regettingnow?Wouldn’tyousaveawholelotofmoneyandbealotmoresuccessful?
ThisiswhatwefocusonatGKIC—findingthe20%thatisthemostsuccessfulofyourmarketingandsaleseffortsandusingthesestrategiestogrowyourbusiness.
Thistypeofanalysismightresultinacomprehensiveredesignofyourbusinessorpractice.
Wouldthisbedifficult?Sure.
Woulditbeworthit?Youbet!
Ifwecanadviseyouononething,itwouldbethis:Beopen-mindedwhenitcomestotakingafranklookatyourbusiness,what’sworkingandwhat’snot.
YOURBIGGESTOPPORTUNITIESFORABREAKTHROUGH
Here’sthetruth:
Theopportunityforeitherabigproductbreakthroughoramarketingandsalesmethodbreakthroughexistsinmostbusinesses.
Theheartofmanyturnaroundsisgenerallyrightwithinthebusinessitself,andnotoutsideofit.
Youmight lookforanewwaytopackageyourproductoranewtypeofproductorservicethatwould appeal to your existing customers—or youmight find an entirely newway tomarket aproductandservicethatyoualreadyhave.
NowwehavearrivedattheheartofTheGKICMagneticMarketingLifestyleLiberationKit.
Wearegoingtohelpyoufindthegoldthat’salreadywithinyourbusinessorpractice.Don’tthrowthisgoldaway!
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Fight the temptation to rush off to look for greener pastures. Instead, find out how MagneticMarketingwillattracthigh-valuecustomerstothebusinessyoualreadyhave.
MAXIMIZINGTHEVALUEOFEVERYCUSTOMER
Abignuggetofgoldthatyoushouldmineinyourbusinessismaximizingthevalueofthecustomersyoualreadyhave.
AsyoustudyTheMagneticMarketingLifestyleLiberationKit,wewill showyouexactlyhow toattractnewcustomerstoyourbusiness,butthefactremainsthataddingnewcustomersisthemostexpensive,themostdifficult,andtheslowestwaytoaddmoreincometoanexistingbusiness.
Thefastestwaystoincreaseyourincomeareto:
1) Increasethesizeordollarvalueofthetransactionsyouhavewithexistingcustomers.2) Getyourexistingcustomerstobuyfromyoumoreoften.
Themostsuccessfulsmallbusinessesintheworldarepositionedatthehighendofthepricescale.
Theyleaveittotheircompetitorstofocusonsellingfromtheperspectiveofbeingcheaperinsteadofbeingbetter.Ifyoucompeteonprice,youhavenowheretogobutdown.
Forexample,oneof themostsuccessfulchiropractorswithinGKIC is surrounded inhisareabyotherdoctorsthatcharge$25to$35lesspertypicaltreatment,andyetourmember’spracticeisbiggerandmoresuccessfulthananyofhisclosecompetitors.
WithinGKIC,that’snotanexception;itisaruleofbusiness.
Almosteverytimeweworkwithsmallbusinessowners,oneoftheveryfirstthingsweaskthemtodoistoraisetheirpricesorfees.
Sometimestheadjustmentscanbeprettydramatic.Mostcompaniesunderpriceandwaittoolongtoincreaseprices.Onewaythatbusinessescanimmediatelyincreaseprofitsisbyincreasingtheirprices.
WhatwehavefoundatGKICisthattheownersandmanagersofbrokecompaniessitinconferenceroomsandtrytofigureouthowtheycansellmorestuffatlowerprices.
Theleadersofthesmartestbusinessesintheworldsitinconferenceroomsandtalkabouthowtheycansellathigherprices.
Lowestpriceisthelaziestandriskiestadvantagetotrytomarketwith.Buyingbusinessbyofferinglowerpricesisrelativelyeasy,butkeepingthebusinessyouobtainpurelybecauseofalowpriceisdifficult.
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Here’swhy.
Whenyoulookatsimilarproductsandonehasahigherpriceandacompetitorhasalowerprice,what’syourfirstassumption?Thattheproductwiththehigherpricemustbemorevaluable.So,whatdoyouwantyourcustomers’firstassumptiontobe?Thatyourproductsaresuperiortothoseofallyourcompetitors,right?Butfewbusinessownerstrulygetthis.
Mostpeoplewhogointobusinessshoptheircompetitorstoseewhohasthehighestpricesandwhohasthelowest,andthentheypricetheirproductsorservicessomewhereinthemiddle.
Thisisabsolutelythewrongthingtodo.Thereisnoadvantagetobeinginthemiddle.
Youwon’tbeviewedasapremiumplayerinthemarket,andyouwon’thavethemarginsyouneedtocreateauniqueandmemorableexperienceforyourclients,customers,orpatients.
Plus,youwillhaveallthelowerpricedcompetitorscomingintoundercutyourprices,temptingyoutoreduceyourmarginsevenfurtherinanefforttogetandmaintainbusiness.Letussayitagain.Thereisnoadvantagetobeinginthemiddle.
Likewise,thereisnolastingadvantagetopricingyourproductsandservicesthelowest.Bottompriceisimpossibletomaintain.
There’salonghistoryoflow-pricecompetitorsbeingcreatedandultimatelyfailing.
Dependingonyourage,youmayrememberKmartasbeing thedominant low-pricecompetitorthroughouttheUnitedStates.
Well,alongcameWalmart.SamWalton’scompanyfoundawaytosourceanddistributeproductsatconsistentlylowerpricesandknockedKmartoffthelow-pricethrone.
ManythoughtajuggernautlikeWalmartwouldbeunbeatable.Justafewyearsagoitwashardtoimagine how any company could outdo Walmart in the low-price business. Now we seeAmazon.comwithaverygoodchanceofdoingexactlythat.
Thepointisthattherewillalwaysbesomeonetryingtofigureouthowtosellatlowerprices.
Meanwhile,therearethousandsofsuccessfulbusinessessellingthesameproductsasWalmartandAmazon,butatpremiumprices.
UsingthestrategiesandtechniquesyouwilllearninTheGKICMagneticMarketingLifestyleLiberationKit
willallowyoutopositionyourcompanyasahigh-valuebusiness.
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Youwill learnhow togiveyourprospects, customers, clients, orpatients the reasonswhy theyshouldbechoosingyouoveranyotherprovider.Whenyoudothis,pricebecomesirrelevant.Youcanchargethehighestpriceinyourindustryorprofessionandattractyourbestcustomers.
Smart marketers do not compete on price. Instead, they focus on building a relationship withprospectssothatwhenthetimecomestobuy,theseprospectshavepredeterminedtobuyfromthecompanytheyalreadyknow,like,andtrust.
Here’sanexamplefromtheautomobilesalesindustry,wherepriceisanobviousfactor.Today’scustomersshopinadvance.Theygoonlinetoidentifythevehicletheywant,tolocatethedealersthathavethevehicle,andtonegotiatetheprice.Theautodealershipendsupbeinglittlemorethana“deliveryboy”inthisscenario.
GKICmembershandletheirautodealershipsverydifferently.
Theyusesmartmarketingandsalestobringincustomerswhodonotshoparound.Instead,thesecustomersarechoosingwhichdealertheywanttoworkwithandthenfindingacaronthatdealer’slottopurchase.
Smartmarketersaren’tcompetingonprice.Theyarebuildingrelationshipswiththeircustomers.
Onewaytheydothisisbyprovidingpremiumservice.
Forexample,thesmartmarketerwillgofindthecarthathiscustomerwantsandbringittothelottoselltothecustomer.
Thedealermakeshiscustomer’slifeeasy;therefore,thiscustomeriswillingtopaywhateverpricethedealerorsalespersonputsinfrontofhimbecausenooneelseisprovidingsuchpersonalizedservice.
Hereissomethingelseyouneedtoknowaboutsales:
Boundariesarechanging.
DidyouknowthatDanKennedyfliesfromhishomeinCleveland,Ohio,toseehisdentistinVirginia?
Andhe’snotalone.Doctorsanddentistswhoknowhowtomarketaregainingcelebritystatus,andpatientswill literally drive past (or fly over) dozens of other providers and pay higher fees toprofessionalswhoknowhowtobuildrelationshipsandofferapremiumpatientexperience.
Charginghigherpricesorfeesshouldbethebeginningpoint,nottheendingpointofyourmarketingandsalesstrategy.YouCANraiseyourprices.Theonlyrealimpedimenttoraisingyourpricesisyou.Onceyou’vemadethedecisiontodoit,youwillbereadytolearnhowtodoit.
Thefirstwaytoraiseyourpricesisextremelystraightforward.
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Yousimplyraiseyourpricesacrosstheboard. It isaperfectlygoodstrategy,and it’soneworthtrying.
INCREASINGPRICESUSINGTIEREDPRICING
Combiningapriceincreasewithtieredpricingcanbeespeciallyeffective.Withtieredpricing,youoffermultipleoptionsatdifferentpricepoints.
Whenyouoffermorethanonepricepoint,mostpeopleselectthemiddleoption.Youcanusethisknowledgetoyouradvantage.
Herearetwoexamples:
OnanepisodeofPawnStars,Chumleetookoverthehotdogstandintheparkinglot.Avendorwassellinghotdogsfor$2,offeringthemtothestreamofcustomerscomingintothestore.SomeonejokedwithChumleethathecouldn’tmakeanymoneysellinghotdogs,andhesaid,“Justwatchme.”
ThefirstthingChumleedidwasraisethepriceofthestandardhotdogto$3.ThenhecreatedtheBigHossfor$7.50andtheSleeperfor$10.
Finally,hecreatedapremiumlevel—ahotdogwithcaviarandgoldflakes!HepricedthisCadillacversionat$25.
Chumleeknewhewouldn’tsellhundredsofhotdogsatthe$25pricepoint,butbyofferingthreelevelsatthreeprices,themajorityofpeoplechosethemiddleoption.
Hisaveragetransactionwentfrom$2to$8.75percustomer.Anddon’tforgetthe10%to20%ofpeoplewhoalwaysbuyatthehighestleveloffered.Each$25hotdogthatChumleesoldmaximizedhisprofitforverylittleinvestment.
Thesecondexampleoftieredpricingisfamiliartojustabouteveryone.Moviepopcorn.
Thetheatersalwaysofferasmallbag,amediumbag,anda largetubofpopcorn.Haveyoueverthoughtabouthowtheypriceit?Thesmallbagcosts$4.75,themediumcosts$5.75,andthelargetubcosts$6.75.
Atleastthosewerethepricesthelasttimewechecked.Theymighthavegoneupbynow!
Anyway,everyonewhogoesuptotheconcessioncounterdoesthemathandfiguresit’sworthanextrabuckortwotogetmorepopcorn.
Offeringthreepricepointsincreasestheaveragetransactionvalueby$1or$2.Multiplythisby100customersaday,365daysayear,andthetheaterhasincreaseditsprofitonpopcornbythousandsofdollars,essentiallybydoingnothingmorethanwhattheywerealreadydoing,sellingpopcorn.
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Justbyputtingyourpricinginadifferentlight,youcanincreaseyourprofits.
Howwouldyouliketoincreaseyourrevenueby10%withouthavingtogetnewcustomers,withoutspending any more on your marketing, sales, and advertising, and without having to do anyadditionalwork?Well,that’swhatthemovietheatersdo.Youcandoit,too!
INCREASINGPRICESBYREPACKAGINGYOUROFFER
Thesecondwaytoincreaseyourtransactionsizeistochangethewayyoupackagewhatyouoffer.Therearefourwaystodothis.
STRATEGY#1:SUPER-SIZING
The first repackaging strategy is called “super-sizing,” and if you immediately thought aboutMcDonald’s,you’reontherighttrack.McDonald’smadethisstrategyfamouswiththesimplephrase“Wouldyoulikefrieswiththat?”
TheGoldenArchesincrementally increasedtheaveragetransactionvalueofeachcustomerwhowalkedthroughthedoorbyofferinganadditionalsmallitemtopurchase.
Thisstrategyispopularontheinternetaswell,whereitisknownastheone-clickupsell.
Directmailorganizationsuseit,too.Afterthedirectmailmarketermakestheinitialsaleandchargesthecustomer’screditcardkeptonfile,itiseasierforthecustomertosayyestoadditionaloffersbecausehenolongerneedstopullouthiswalletorwriteacheck.
Super-sizingisoneoftheeasieststrategiesforsmallbusinessestoimplementrightaway.
Asamatteroffact,youcanstarttoday.Justselectoneofyoursmallerproductsorservicesandaskeverycustomer,client,orpatientyourversionof“Wouldyoulikefrieswiththat?”
STRATEGY#2:ADDONOPTIONS
Thesecondwaytoincreaseyourtransactionsizethroughrepackagingiscalled“addonoptions.”
Thisonewasmade famousby theautomobile industry.Whenyougo to thecardealership,youpurchaseavehicleatthestandardpriceandthenaddontheoptionsyouwantforafee.
Thisisagreatwaytoraiseyourpriceswithoutactuallyraisingyourpricesbecauseyoubreakoutfeaturesofyourproductsorservices,assignthemvalues,andthenletyourcustomerschoosewhichonestheywanttoaddtotheirinitialorder.
We’dliketoletyouinonasecret.
About20%ofthepopulationwillsayyestowhateveryouputinfrontofthemaftertheirinitialpurchaseifyou’vegiventhem
areasonwhyitmakessensetoaddthatpurchase.
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We call these people hyperactive buyers. They won’t usually come back to make an add-onpurchase,sothebesttimetomakeasecondsaleisimmediatelyfollowingthefirstsale.
Youareleavingmoneyonthetableandhinderingthegrowthofyourbusinessorpracticeifyouarenotofferingsomethingimmediatelyuponpurchaseforthesehyperactivebuyers.
STRATEGY#3:PREMIUMS
Thethirdrepackagingstrategyiscalled“premiums.”Inthepast,apremiumwasafreebonusthathadabsolutelynothingtodowiththeinitialproductorservicesold.
Maybeyou’reoldenoughtorememberthispremiumoffer:“Purchaseaone-yearsubscriptiontoSportsIllustratedandgetafreefootballphone!”Youcanadaptthisstrategybyofferingapremiumversionoftheproductorserviceyoualreadysell.
There will always be someone in your marketing and sales herd who wants the VIP specialtreatment,thegoldstandard,theabsolutebestyouhave.
ThisiswhyyouseeconciergelevelsathotelsandVIPseatsatmovietheaters.Andnowweevenhavepremiumseatsonairplanes.Inthepast,youcouldselectanyavailableseatontheplane,eventhebulkheadseatsandtherowsclosesttotheexit.Airlinestooknoticeofwhatpeoplearewillingtopayfor,sonowifyouwantmorelegroomoraquickerexitofftheplane,youpayextrafortheprivilege.
Noteveryonewillwantyourpremiumproductorservice,butforthe20%orsowhodo,youcanchargeapremiumpriceof20%,50%,oreven100%morethanthepriceofyourstandardoffering.
Thismight includemorecustomerservice,more face-to-face timewithyou,morehandholding,additionaltraining,oradditionalproductsthataren’tavailabletoeveryoneelse.Whenitcomestoofferingpremiums,theonlylimitisyourimagination.
STRATEGY#4:BUNDLINGVERSUSCAFETERIA
Repackaging strategynumber four is called “bundling versus cafeteria.”Again, youwill see thisstrategyusedalotbycardealerships.
Insteadofgettingtopickandchoosethroughalistofallavailableoptions(thecafeteria),youhavethreepackagesofoptionsfromwhichtochoose.Ofcourse,thedealershipbundlesthemost-wantedoptionsintothepremiumpackage,soifyouwantthoseoptionsyouareforcedtobuythehigher-pricedbundle.
Thisremovesalotofthedecision-makingfromthecustomer,andtheprofitmarginforthedealergoesup.
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ComcastandthesatelliteTVprovidersofferanothergreatexampleofbundling.Howoftenhaveyouchosenthenexthigherlevelofservicebecauseofoneortwochannelsyoucan’tgetinthelowerlevel?
It’sapowerfulstrategy!
MARKETINGTOYOUREXISTINGCUSTOMERS
Anotherpowerfulstrategytoincreaserevenuewithouthavingtoincreasethenumberofcustomersyouhaveistomarkettoyourexistingcustomers.
Smartbusinessownersfocusonmakingadditionalsalestoexistingcustomerswithzeromarketingandsalescosts.
STRATEGY#1:BOUNCEBACKOFFER
Thisisquiteeasytodo,anditcanbeassimpleashavingabouncebackoffer.
HereisanexamplefromaGKICmemberwhorunsadrycleaningbusiness:
Wheneachcustomercomestopickuphisorhercleaning, thedrycleanergives thecustomeracouponforadiscountonthenextorder.Thisincentivizesthecustomertoreturn.
Thedrycleanermakesthisgoodstrategyevenbetterbyassigningashortturnaroundtimeforthedeadline.Ifmostcustomerscomeinonceamonth,hemakesthecoupongoodfortwoweeks.Hewillincreasehisbusinesswithhisexistingcustomerswhorespondtothistime-sensitivebouncebackoffer.
STRATEGY#2:FREQUENTBUYERPROGRAMS
Anotherapproachisthroughfrequentbuyerprograms.
Whydoyouwanttogiveallthegreatestdiscountstonewcustomers?Instead,recognizeyourmostloyalmembersbyrewardingthemfordoingbusinesswithyou,usingloyaltyprogramsthatgivepointstoscoreawards.
Itcanbeassimpleasalittlepunchcardorascomplicatedassomethingthat’sconnectedtoyourpointofsaleorPOSsystem,butkeepingtrackofhowoftenyourclientsaredoingbusinesswithyouandrewardingthemforthatrepeatbusinessisaverysmartapproach.
STRATEGY#3:CONTINUITYINCOME
Nextiscontinuityincome.Mostordinarybusinessesfocusonmakingasaleforasingletransaction.Thesmartestbusinessownersfocusonmakingasalethatsetsupaseriesoftransactions.
Cooper’s Hawk, a restaurant and winery chain, provides a remarkable example of continuityincome.
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Cooper’sHawkoffersmembershipsinitswineclub.For$20amonth,membersgetonebottleofwineandfor$36theygettwobottles,plusallmembersreceivediscountsonadditionalpurchasesattherestaurant.
Therearehigher levelsofmembership, too.Memberscometotheir localrestaurantandwinerymonthlytopickuptheirwine,thussavingonshippingcosts.
Thelasttimewechecked,Cooper’sHawkhad60,000memberspayingonaverage$30amonth.Thismeanstherestaurantchainknowsithasat least$1.8million inrevenueamonthbefore itevenopensitsdoors.
Theydon’thavetoworryaboutmarketingtherestaurantstofilltables.Theyhave60,000peoplecomingintopickuptheirwineeverymonth,andmanyofthemwillstaytohavedinnerorordermealstotakehome.
Everything thecompanymakesonservingdinnerat its restaurants justadds to itsprofits,plusmanyofthediningpatronsbecomemembersofthewineclubafterenjoyingamealatoneoftherestaurants.
Instead of viewing each customer as a one-time sale who may or may not come back to therestaurant,Cooper’sHawk’sgoalistoturndiningpatronsintocontinuitymembersthatcreateanongoingstreamofrevenuethatthebusinesscandependonmonthaftermonth.
GKICmemberMarkMehling’sstoryfurtherreinforceswhymaximizingthevalueofeverycustomerisakeytobuildingyourbusiness.
Markisex-military,andperhapsthat’swhyhetendstotellithowitis.Hedoesn’tglossovertheinnerstruggleandfrustrationhewentthroughintheearlydaysofgoingintobusinessforhimself.
“Ihaveabusinessthatshouldhavefailed,”hedeclares.“TheonlyreasonitdidnotisbecauseofGKIC.”
Marksaysthathewastedalotoftimeandeffortwhenhestartedhiscompany,makingonemistakeafteranother.
Sheepishlyhesays,“Hopefullyfromhearingmystory,ifnothingelse,you’lllearnandbeabletosay,‘IcansavemonthsandmonthsandnotlooklikeafoollikeMarkMehlingdid.’”
TheretiredNavypilotgoesontosaythathis is“astoryofendurance,ofactuallymakingthingswork,oflisteningtoeverything,andofimplementing.There’sanothernamewecouldactuallycallthis;wecouldcallthis,‘Nottonight,honey.DanKennedygavemeaheadache.’Theimplementationrequiredtonsandtonsoftimeandeffort,andmybride isaheroforputtingupwiththiswholething!”
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MarkstartedHomeWatchValetafterhewatchedaneighbor’semptyhousegetfloodedwhiletheownerwasoutof town.Hiscompanyprovidesmanagementservices forpeoplewho leavetheirhomesemptyforlongstretchesoftime.
ThiswaslongbeforeMarkhadheardofDanKennedyandGKIC’sprovenmethodsforbuildingabusiness,andconsequentlyhesayshemademistakessuchasskippingtheimportantstepofdoinghisresearchandtryingtoblazeatrailintoanewconcept.
Withhisnewcompany“goingdowninflames”asMarkputsit, thebuddingentrepreneurbeganlookingforbetterwaystomarkethisbusiness.That’swhenheranacross“NoB.S.MarketingtotheAffluent.”
“ThatwasthebeginningoftheconnectionwithGKIC,whichhasnowblossomedintoallkindsofamazingthings,”Marksays.
OneoftheseamazingthingsisthatMarkbecameabookauthor.
“The first thingDansaidwas, ‘Writeabook,’”Mark recalls. “Sonowwhen Iwalk intoa client’smillion-dollarproperty,andtheyaskme,‘Whyshouldyoubelookingaftermyproperty?’Icantakethisbookandliterallyclunkitonthecounterandsay,‘Well,Iamtheguywhowrotethebook.’Thiswasahuge,hugechangeformybusiness.”
Markusedhisstatusofbeinganauthortoestablishhimselfasanexpertinthefieldofmanaginghouses for wealthy homeowners who are away. This one strategy from GKIC had Mark’s bestcustomerschasinghim,insteadoftheotherwayaround.
AnotherGKICstrategywastoproduceacatalogofservices.Markwasn’tsosureofthatone,atfirst.
“Dansaid,‘Haveacatalog.’Iwatchhouses.Howcanyouhaveacatalogforwatchinghouses?”Marklaughed.
“Infact,wefoundawaytodoit.Wetookalltheextrasthatweoffer,andweputtheminacatalog.Ourcompanyprovidesaconcierge-levelservice,it’saveryhigh-endservice,andweofferallkindsofthings.Allwedidwasputitinacatalog.”
MarkfoundthathiscustomerslovedbeingabletochoosebonusservicesfromtheHomeWatchValetcatalog,soitwasbothaneffectivesalesandmarketingtoolandacustomerretentiontool.
PricingisanotherkeystrategyMarklearnedfromGKIC.Someofhiscustomerspaybetween$700andevenupto$14,000amonthtohavehiscompanymanagetheirproperties.
“Whywoulditbe$14,000?”Markasks.“Becauseitincludesprivatejettransportationtoandfromourcustomer’ssummerhome.”
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Markexplains that thispositioningasaveryhigh-endservicealsoallowshimtomarket to lesswealthyclients,usinghisregularmenu.
“TheadvantageofthisisthatnowwhenIgoinwitharegularHomeWatchValetmenuandwetellthemit’sonly$150to$300,they’vealreadyseenthe$700to$14,000,”Marksays.“Thishasmadeahugechangeinhowwe’reabletosell.”
Markdiscoveredthatasubtlechangeinwordingalsoaffectedthewayhecouldpricehisproducts.Neighbors,relatives,andfriendswillwatchyourhouseforfree,andevenpaidhousewatchersoftenonlycharge$15or$20tocheckonaproperty.
Bycallinghisservicesprivatehomemanagement,Markcanstartat$150andgouptoeven$14,000amonth,dependingonthesuiteofservicesacustomerselects.
OtherstrategiesMarkhas learned fromGKIC includeusingascriptedemailsequence,aprintednewsletter,reverseselling,memorablemarketingpieces(heusesaweddinginvitation!),contests,repurposedcontent,firingbadclients,raisingprices,andusingguarantees.
Throughallofthis,Marksaysthekeytohissuccessistoremaincoachable.
“Iusedtobearock,”hesays,“andIwasn’tgoinganywhere.SoinsteadIbecameaspongebydoingthingslikejoiningaGKICchapter.IreallyencourageeveryonetogetintoaGKICchapter.I’mnowinamastermind,andit’sabsolutelyfabulous.Infact,Ican’temphasizeenoughhowimportantitistogetintoachapterandbecoachable.”
Alotofbusinessownerscomeupwithreasonswhyraisingtheirpriceswon’twork—thecustomerswillrefusetopayit,orthey’regoingtogobuyfromcompetitors.Weencourageyoutodothemath.
Whatyou’llfind,likesomanyofourGKICmemberslikeMarkMehlinghave,isifyoudoubleyourprices,you’renotgoingtolosehalfyourcustomers.
Butifyoudodoubleyourprices,you’regoingtohavealotmorerevenuetohiregoodemployees,torunastrongerbusinessorpractice,andtohavemoneytomarketyourbusinessandstillhavemoneyleftoverforyourself.
Ifyoudoubleyourpricesandhaveslightlyfewercustomers,thenyouwon’tbeasbusyandyou’llbemakingawholelotmoremoney.
Don’tletfearholdyouback!
Thisbringsustoournexttopic,FearofFailure.Let’sbeginwithaGKICmemberstory.
FEAROFFAILURE
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DR.DONNAGALANTEKNOWSALITTLESOMETHINGABOUTFEAR.ANDTHANKSTOWHATSHELEARNEDASAGKICMEMBER,SHEALSOKNOWSEXACTLYHOWTOOVERCOMEHERFEARSSOSHECANIMPLEMENTKEYMARKETINGSTRATEGIESTOGROWHERBUSINESS.DonnaisanorthodontistinRocklin,California,asmalltownnearSacramento.Foralongtime,lifewasgood.Shebeganherpractice in1997,and thepracticegrewandgrewandgrewwith littlemarketingeffortotherthanreferralsfromdentists.DonnawaslivingtheAmericandream.Greatcareer.Marriedwithtwokids.Perfect.
Fastforward10years.“BecauseofallmydegreesandallthattimeIspentinschool—wewerejustso smart—wedecided in2007 to takeout ahomeequity lineof creditonourhomeandbuyabuildingbecauseweweregrowingsofastandwejustneededmoreroom,”Donnarecallsruefully.
“Theyearafterwemovedintoourbrandnewbuilding,in2008,thephonestoppedringing.Literally,I’dbeintheofficeonanon-patientdaydoingsomeadministrativeworkandthink,“Gosh,it’sbeenreallyquiet.Wow,thephonehasn’trung.”
DonnaexplainsthatSacramentowashitespeciallyhardbytherecessionandthecollapseofthehousingmarket.Andithasyettofullyrecover.“Sacramentoisnumberfourinforeclosures;youcandrivedowntheneighborhoodsinSacramentoandthereisnobodyinthosehomes,”shesays.
“Whenweboughtourbuildingin2007,ithada50%vacancyrate.Itwasthatwayin2007andit’sstillthatwaytoday.Thereisnothingaroundus,maybeahandfulofotherofficesthatareinthiscomplexofabout20buildings.”
When finances get tight, patients often put off nonemergency treatment, and this includesorthodontics.CompoundingthisproblemforDonnawasthelevelofcompetitioninRocklin.
“WhenwewenttoRocklinin1997,thereweresixorthodontists.Therearenow28orthodontistsforabout85,000people,”shesays.“Anybodyinthedentalfieldknowsthosearenotgoodratiosatall.Plus,generaldentistsstartedtodabbleinallkindsoforthodonticsaswell.Itreallytookmebysurprise.”
Inthelastcoupleofyearsleadinguptotherecession,Donna’spracticehadbeenridingawaveofsuccess,somuchsothatshehadbegunlookingintotimemanagementresourcesandproductivity.SheendedupfindingDanKennedy’sbookontimemanagementforentrepreneurs.
“That’showIlandedonPlanetDan,”Donnasays.“Hisbooksbecameabibletome.Iendedupbuyingeverythingpossiblethathehadwritten.Igot intoMagneticMarketing,butyouknowwhatIdidwithallthatinformation?Nothing.”
Nothing, that is,until2008. “Iwashappywithwhere thingswere,butwhen thephonestoppedringing,IstartedtopayalittlebitmoreattentiontowhatDanhadwritteninthesebooks,topaya
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littlemoreattentiontoMagneticMarketing,”shesays, “andIbeganattendingSuperConferencesandgettingeducated.”
Upuntil2008,Donnamighthavetoldyouthatshehadalltheeducationsheneeded,butwhenherphonesstoppedringing,sherealizedtherehadbeenalargegapinhercurriculum.
“Foranyoneinthedentalfieldoranysortofhealthprofessionsfield,howmuchtimedidwegetinschoolonbusiness,sales,andmarketing?Zero,nothing,”Donnasays.“Ispentalotoftimeinbiologyandphysiologyandzero—Imeanzero—inmarketingandbusiness.”
Donnarecallsherturningpoint,themomentshedecidedshemustdosomethingdifferentifherpracticewasgoingtosurvive.
“IhadwhatIcalltheGKICfever,”shesays.“It’swhenyouwakeupinthemiddleofthenightinacoldsweat.Well,IwokeupinthemiddleofthenightandIcouldhearDaninmyhead.ThisiswhatIheardfromDan:‘Therearerichesinniches,Donna.Therearerichesinniches.’AndIthoughttomyself,‘That’showwe’regoingtosolvethisproblem.’”
Donnaneededtofindsomethingtosetapartherpracticefromtheother28orthodontistsdoingbracesandallthegeneraldentistswhowerenowgettingintoorthodontics.
SheemployedsomethingshelearnedfromalltheDanKennedybooksshehadread(anduptillnowbasicallyignored),WWDDSthinking—WhatWouldDanDoSwiftly?
“Thekeyhereisswiftly,”Donnasays.“WedecidedtodoInvisalign.”
WhenDonnastartedtodotheresearchonit,shefoundthattherewerenoorthodontistsorgeneraldentistsinhercommunitydoingInvisalign.Sheknewshehadfoundherniche.
“Wesetupastrategy.Weputaplaninplace,”Donnasays.“WehadtotakemassiveactionbecauseourpracticewassimilartotheTitanic;ithadhittheiceberganditwasgoingdown.Itwasgoingdownrapidly.Wehadspentaboutninemonths,almostayear,infear,denial,whining,gnashingofteeth,tryingtofigureoutwhatwasgoingon.Timewasnowoftheessencebecausethingsweregoingfrombadtoworse.”
Donna’snewplanforherpracticeincludedalaserfocusonmeasuringresults.Herplanrequiredsimultaneousimplementationofmanymovingparts—massiveaction—thatincluded:
• Upgradingherpatientexperience• Usingtheinternettoattractnewpatients• Leveragingreferralsfrompatients,doctors,andothersinhercommunity• Newsletters• Websiteandemailmarketing• Radioandnewspaperadvertising
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• Patientappreciationevents• Directmail• Contests• Freegifts• Prospectiveandnewpatientfollow-up
SheevenwroteabookaboutthebenefitsofusingInvisaligntostraightenteeth.
Withinsixmonths,DonnawastheobviousInvisalignexpertinherarea.
Infact,sheputtogetheramastermindgroupoffemaledentistsnewtothepractice.Thegroupmetinherofficetosharepracticeideas,andDonnainstructedthesenewdentistsonwaystoeducatetheirpatientsaboutthebenefitsofInvisalign.
Inadditiontogivingbacktoherprofession,Donnaearnedadedicatedgroupofreferringdentistsforherorthodonticspractice.
Donna’smassiveactionhadequallymassiveresults.
“Ournewpatientstartswentfrom25to50,soitdoubled,”shesays.“Ouraveragepatientvalueincreasedto$500apatient.SoIdecidedtodosomethingreallyscary.Iraisedourfees.WhenItoldmyofficemanagerthis,Icouldseeherintheback,onherlunchbreak,gettingherresumetogetherbecauseshefiguredthatwasit.Butwedidit,anditworked.Ourpracticeincomeincreasedover$500,000. And the coolest thing is that we became the number one Invisalign provider in ourcommunity,andwe’reinthetop1%inthenation.”
Donnawokeupinthemiddleofthenightinacoldsweat.Butshedidn’tletfearoffailurestopher.Sheimplementedmultiplemarketingstrategies,andherpracticesoared.
Thisdoesn’tmeanthattransformationcameeasyforDonnaandherpractice.
Learning any new skill requires a lot of practice.Whether you’re learning how to play tennis,learninghowtoplaytheguitar,orlearninganewlanguage,thefirsttimeyoutryit,there’sgoingtobealotofstruggle,alotoffrustration.You’renotgoingtobeskilledattheeffort,andwhatyouwillneedtodoifyou’regoingtolearnhowtodothisnewthingwellistoputupwithstrugglingforalittlewhile,getsomepractice,andlearnhowtodoitbetter.
Ifyoutrytoplaytennisandgiveupwhenyoustruggle,willyoueverbecomeadecentplayer?No,youwon’t.Ifyouarewillingtostruggleforawhile,you’lllearnhowtodoitwell.
Withmarketingandsalesandsomeofthestrategiesandtacticswe’regoingtotalkaboutwithinTheGKICMagneticMarketingLifestyleLiberationKit,alotofbusinessownersgetstuckbecausetheywanttodoitgreat—andtheywanttohitahomerunontheirfirsttimeatbat.They’reafraidofmakingamistake.They’reconcernedthatthey’regoingtomesssomethingup.
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Theyareafraidtofail,andtheyseefailureas,well,failure!
THEGKICVIEWOFFAILURE
LetusrecommendtheGKICwayinstead.
Smartbusinessownersaroundtheworldviewfailureinanentirelydifferentway.
TheGKICwayistoviewfailureasfeedback.
Tryingnewstrategiessoyoucanseewhatworks—andwhatdoesn’t—iswhatbeinginbusinessisallabout.Failureisn’tfailure;it’sfeedbackaboutwhattotrynext.
Look,eventhelargestcompaniesintheworldcomeoutwithduds.Justthinkaboutthisyear’sSuperBowlads.Someofthemdidn’tmakeanysenseanddidn’tsellanyproducttospeakof.
Soifthemarketerswiththebiggestbudgetscancreateacommercialthatturnsouttobeadud,thenisn’titpossiblethatanyofuscould,too?
Don’tworry,we’llshowyouhowtomakesurethatyouradsareassuccessfulaspossible,butalwaysbesuretolookattheresultsyouget,bothgoodandbad,asfeedbackonwhattotrynext.
Alwaysviewtheresultsthatyougetasfeedbackratherthanfailure.
Thebestwaytogetfeedbackistotest,test,andtestsomemore.
Marketingandsalesisactuallyanongoingseriesofteststofindanadorastrategythatworksandthentestingitagainstanotheradorstrategytoseewhatworksbetter,andsoon.
Youwon’tgetvery far in thisprocess if youallowyour fearof failure tokeepyou fromgettingsomethingoutthedoortobeginwith.
• Youcanstartsmall.• Sendanadtoasmallgroupofprospects.• Seehowitworks.• Whenyouhavesomesuccess,expandyourtesttoabiggergroup.• Whenyoufindoutwhatworksbest,youcansendittoyourlargestgroupofprospects.
Muchofwhatweteachwithinthisprogrammayseemcounterintuitive.Someofthestrategiesmayevensoundalittlecrazy,buttheywork.
The ideasthatyou’regoingtohearhavemorethan40years’worthofhistory,andhundredsofthousandsofbusinessownershavenotonlytried,butsucceededinusingwhatyouarelearningnow.
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Hereisouradvice:
• Failasfastasyoucan.• Implementasmuchasyoucanandgetasmuchfeedbackasquicklyasyoucan.• Versiononeismuchbetterthanversionnone.
Thekeyistofindwhatwecallthe“GE”spot,thatis,GoodEnough.Goodenoughisgoodenough.
Getitcompleted.Getitoutthedoor.Letyourcustomersseeit.Getfeedback.Thiswayyoucanlearn,implement,andgrow.
CREATINGANIMAGEOFYOURIDEALLIFESTYLE
Asyourbusinessgrows,itiscriticalthatyoukeepinmindthereasonyouwentintobusinessinthefirstplace.
AtGKIC,webelievethatyourbusinessshouldprovideyouwiththelifestyleyouwanttolive,asopposedtobeingboundbyyourworkandhavingyourbusinessmakeallyourlifestyledecisionsforyou.
You’reanentrepreneur.Whatimagesdoesthiswordconjureforyou?
Alotofentrepreneursandsmallbusinessowners(toomany!)work80,90,or100hoursaweekbecausethey’rechainedtotheirbusinessorpractice.Iftheyaren’tatwork,nothinggetsdoneandtheirincomedriesup.Doesthatdescribeyou?Ifitdoes,don’tworry—wehavesolutions!
WhenyouimplementtheideasthatweteachatGKIC,youcanbreakthosechainsandyoucancreateabusinessthatworksforyouandnotagainstyou.
Don’tgetheldhostagebyyourbusiness!Ifyourbusinessisn’tprovidingthelifestyleyouwant,thenit’stimetochangethewayyourunyourbusiness—somethingthatGKICmemberHossPrattmayhavelearnedthehardway,buthelearnedandimplementeditextremelywell.
ForHoss Pratt, the best business life is all about freedom. But his life as an entrepreneurwhoteachesrealestateagentshowtosellmorehousesdidn’tstartoutthatway.
Forthreeyearsstraight,HossgotuponMondayat3a.m.,drovetotheDallasFortWorthAirport,andjumpedonaplanetoflytoadistantcitysohecouldpresentaseminaratnoon.Fromtherehewenttothenextseminartothenextseminartothenext.Hedidmorethan1,000seminarsin45states.Inhiswords,itwas“brutal.”
“ItwassopainfultomebecauseIhadafamily,”hesays,“andthewholetimeIwasdoingthis,itwasjustdraining.Itwasahorriblefeeling.There’snothingworsethanknowingyouhavetojumponanairplaneandgomakemoney.Icouldn’tleveragemyselfbecauseIcouldn’tmakemoneyunlessIwasgettingonthatplane.”
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Hosswasanewlywedatthetime,andhefiguredoutprettyfastthatifhedidn’tchangehisbusinessmodel,hewasgoingtorunintootherchallenges.
“Youcan’thaveasuccessfulmarriagebeinggoneeverysingleweek,”hesayswithagrin.
EverythingchangedforHossonaredeyeflighthomefromSeattle.Hehadhadenough.Hedidn’tcarewhatanyonethought.Hedidn’tcarewhatanyoneelseinrealestatewasorwasn’tdoing.
Hedecidedtowritedownwhathisbestbusinesslifewouldlooklikeandthenmakeaplantoachieveit.
HereiswhatHosswrotedownthatnight,aloneonaplaneanddesperatetomakeachange:
• Idon’twanttolivelikethisanymore.• Iwanttoworkfromanywhereintheworld.• Iwantfreedom.• Idon’twantemployees.• Iwantmybusinesstobe100%virtual.• Iwanttobealifestyleentrepreneur,making$10,000aweekworkingfromhome.
Hewasn’taskingformuch,washe?Onlyeverything!
ButHosshadaproblemthatwentbeyondhisambitiouslist.Thecountrywasdeepinrecession,andrealestatehadbeenhithard.
“Mycompetitorswereflyingoutofthebusiness,goingflatbroke,leaving,failing,”herecalls.
Hossknewheneededsomedirectiononhowtogetstartedonhisnewplan,andhappilyhefounditrightaway.
“IwasspeakingforsomementorsofmineattheireventinDallas,”heexplains,“andmyfriendsays,‘Heyareyougoing?’Isaid,‘Goingwhere?’Hegoes,‘TheDanKennedyevent.’”
Asitturnsout,HosshadheardallaboutDanKennedy.Infact,hehadbeencoachedearlyinhisrealestatecareerbypeoplewhofollowedtheGKICmethods.
“Iwassuccessful indirectlybecauseofDanKennedy’smethods inmyownrealestatebusiness,”Hosssays,“butI’dneverreallygonetothesource,sotospeak.”
THEEVENTTHATCHANGEDEVERYTHING
Thistimehewentstraighttothesource:theGKICInfo-Summit.
“Thiswastheeventthatchangedeverything!”Hossexclaims.
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“ItmademeopenmyeyestorealizehowmuchstuffIwasnotdoing.HowifIneededtogettheresultsthatIwanted,whichwastomake$10,000aweekfromhomewithnoemployees,allvirtual,thenIneededtostartimplementing.Itwasblaringlycleartome;thisvoiceinmyheadsaid,‘Createaproduct.’”
HosshadreadsomeofDan’sbooks.Hehadbeentootherpeople’sevents.Hehadactuallyknownforyearsthatheneededtocreateaproduct.
“ButIneverdidit,”headmits.
“ThatwasthemainthingthatIhadtodo,butIneverdiditoutoffear.Everybodywassaying,‘Didyouhearaboutsoandso?Theywentbankrupt.Theirchecksarebouncing.’Inmyownniche.So,Imadeacommitment. Iamnotparticipating in this recession; thatwillnotbeme. Iamgoing tochangemymodel.”
On the plane back from the GKIC event, Hoss wrote down a four-point plan to be executedimmediately,assoonashegothome.
1. Buildalistofprospectsbyofferingafreegift2. Createaproduct3. Createacoachingprogram4. Createabootcamp
Hossrolleduphissleeves,gottowork,andneverlookedback.
Using his expertise in getting real estate listings over the phone, he recorded those calls anddeliveredweeklyvideostorealestateagentswhooptedinonhiswebsite.Hedrovetraffictohissocialmediapageandhad5,800followerswithin12months.
Hisproductwasa12-weekcoursecalledListingBoss,wherehetaughthisclientshowtomarkettheirrealestatepractices,getmorelistings,andsellmorehouses.Hismotivationtogethisproductdonequicklywassomewhatunique.
His recording “studio” was his master bedroom closet, made “soundproof” by nailing up hisgrandmother’squiltsinfrontofhisandhiswife’sclothes.
“Howwouldthatgooverinyourhouse?”Hosslaughs.“Mywifewassteppingoverallthisstufftogettoherclothes.”
Withhisproductdone,Hosswasreadytobeginselling.Hedoesthismainlythroughwebinarsanddirectmail,somethinghecanautomateanddofromhome—oranywhereelsehehappenstobe.
“IpromisedmywifewhenIcreatedtheListingBossthatIwasgoingtotakeheronavacationtoGrandCayman,”Hosssays.“IremembersittingonthebeachinGrandCayman,withaCoronainmy
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hand,havingmycellphonereadybecauseIknewwhenthewebinarwasabouttostart.Thecha-chingswentcrazythatweekend.”
By“cha-chings,”HossmeansthatgreatsoundyouhearfromyourInfusionsoftappwheneveryoumakeasale,andhemadealotofthem:
ü Monthone: $33,395ü Monthtwo: $62,518ü Monththree: $104,000ü Monthfour: $122,971ü Monthfive: $147,189
Andallthishappenedduringtheworld’sworstrealestatemarket.MuchofHoss’scompetitionhasleftthemarket,whileheisenjoyinghisbestbusinesslifestyle.
Allbecauseofthatlonelynightonanairplanewhenhedecidedtofigureoutwhathereallywantedoutoflife.
Thenhewroteitdownandmadeaplantoachieveit.
“Part of it, I believe, is just knowing what you want,” he says. “I believe that part of being anentrepreneurisknowingwhatyouwant,andthenthebeautyofitisyoucanbuildbusinessaroundwhatyouwant.Ifyoudon’tknowwhatyouwant,thenthat’sgoingtobeabigchallenge.”
LikeHoss’sstoryillustrates,yourbusinesslifecanbewhateveryouwantittobe.
Don’tlimityourselftoindustrynorms.Giveyourselfpermissiontodream.
Thinkaboutyourbestbusinesslife.Whatdoesitlooklike?
• Imaginehowyourlifestylewillchangewhenyouachieveyourbestbusinesslife.• Wherewillyoulive?• Whatwillyoudo?
Thesearepersonalquestionsforareason.
Eachentrepreneur’sbestbusinesslifeisunique,tailormadetosuitthisperson’sgoals,hopes,anddreams.
So,whatdoesyourbestbusinesslifelooklike?
Forsomepeopleitmeansthattheyonlyhavetowork40hoursaweek.Forothersit’sonly20hoursaweek.
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Someentrepreneurswantabusinessthatisentirelyremotesotheycanmovetothebeachorthemountainsortravelacrosstheworldlivingindifferentplaces,accessingtheirbusinesswhenevertheylikeviatheirlaptoportablet.
Otherswant to create a legacy for their children and their children’s children, and so they arebuildingabusinessorapracticethatcanbepasseddownfromonegenerationtothenext.
Manyentrepreneurstodayarestay-at-homemomswhowanttoworkpart-timefromhome.Theirbestbusinesslifemeansbeingabletoseetheirkidsofftoschooleverydayandbeingtherewhenthekidsgethome,nothavingtoworryaboutofficehoursorhiringbabysitters.
Whenyouallowyourselftodreamwithoutlimitations,youcanbuildthebusinessofyourdreams.
You can be likeKenHardison or Chris Griffin, two other business builderswho didn’t let theirprofessions’normsdictatethewaytheybuilttheirbusinesses.
Kenisalawyer.Hebuilttwolawfirmsandsoldthem—allwhileplayinggolfalmosteverysingleday.HeusedthemethodsyouwilllearninTheGKICMagneticMarketingLifestyleLiberationKittodoit.
Chrisisadentist.Heonlyworksthreedaysaweekinhispracticeandearnsanannualincomethatmakesotherdentistsjealous.
Hespendsalotofhisfreetimedoingwhatheloves—buildingcraftswithhisdadinhisgarage.Plus,usingthesamemarketingandsalesstrategiesthatheusedtobuildhissuccessfuldentalpractice,Chrisstartedanonlinebusinesswhereheandhisdadmakemoneysellingthe itemstheyenjoybuildingtogether.Chrisgetstodoahobbyhelovesandmakemoneydoingit!
Hoss’s,Ken’s,andChris’sstoriesarenotoutliers.
Allof thesemarketersgave themselvespermission todreamabout theirbestbusiness life, theyimplementedthestrategiesweteachatGKIC,andthentheywentaftertheirdreams.
Youcandoit,too!
Nowwe’lllookat15keystosuccessthatwillhelpyouachievethosedreams:
SUCCESSKEY#1:COMMUNITY
Doesdreamingaboutyourbestbusinesslifeseemalittle,well,“fluffy”?Let’sbehonest.Itsortofdoes.Butitmakesourpoint.
WithintheGKICcommunity,wethinkverydifferentlyaboutourbusinessesthanmost.Whatweteachmay feel strange,maybeevendisorientingat times,butalways remember thatyouaren’tdoingthisalone.
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GKICisacommunityoflikemindedentrepreneurscheeringoneanotherontosuccess.Whenyoufeeloverwhelmed,leanintothiscommunity.
Goonourmessageboards,listentothisprogramagain,andbestofall,gotoaGKICevent.You’llhavetheopportunitytomeetotherbusinessownersfromyourarea,fromaroundthecountry,andevenfromallovertheworldwhoareusingthesestrategiesonanongoingbasis.
Whenyouseewhattheyaredoing,itwillbeawholeloteasiertoimplementourstrategieswithinyourownbusinessorpractice.
Thememberstoriesyou’rehearinginthisprogramarejustthetipoftheiceberg.GKICisaspecialcommunityofpeoplejustlikeyou.
Weareallindifferentplacesalongthepathofachievingthebusinesslifeofourdreams.Wheneveryouneedhelporencouragement,afellowGKICmemberwillknowexactlywhatyouneedbecausehe’sbeenthere.She’sdonethat.Leanintothiscommunity;wehavealottoofferyou!
SUCCESSKEY#2:MAKETHEOFFERYOURCUSTOMERCAN’TREFUSE(CREATEACOMPELLING
OFFER)
TherearemanyreasonswhyGKICmembersaresosuccessfulacrossallindustriesandprofessions.Oneofthedistinctionsofthemostsuccessfulbusinessesisthattheyinvesttimeintocreatinganofferthattheircustomerscan’trefuse.
Youroffershouldbesocompellingthatitmakesyourcustomers,clients,orpatientsexcitedtobuyfromyou.
Youroffershouldcreatesuchurgencyandenthusiasmthatyourcustomersstopwhatthey’redoingandbuyfromyounow,insteadoflater—andespeciallyinsteadoffromyourcompetitors.
Therearesevenkeystocreatingagreatoffer.We’llquicklylistthemhereandbrieflyexplainthem.
Ifyoudon’tcompletelygetit,don’tworry.Wegointogreatdetailoneachoftheseconceptsinthe“Maketheofferyourcustomercan’trefuse”trainingmodule.
1. Beclear.Peopleneedtoinstantlyunderstandyouroffer.Confusedpeopledon’tbuy.2. Offergoodvalue.Andwhenwesaygoodvalue,wemeanthattheconsumermustsee
theofferasagoodvalue.Lookthroughyourcustomers’eyes,notyourown.3. Offeradiscountorapremium.Youhavetogiveyourcustomersareasontobuy.You
eitherneedtoofferadiscountorgiveyourcustomerssomethingextrathattheycan’tgetattheregularprice.
4. Explainyouroffer.Peoplearenaturallyskeptical.Thereshouldbealogicalreasonfortheoffer.Ifyougivethingsawaywithnoexplanation,youcreatesuspicioninthemindsofyourconsumers.
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5. Requireimmediateaction.Ifpeopledon’trespondtoyouroffertoday,theyprobablywon’tdoittomorroworthenextday.Ifthereisnourgencytoact,yourcustomerswillputdownyourletter,forgetaboutyouremail,loseyourcoupon.
6. Includeaclear,strongcalltoaction.YoumusttellpeopleExactly.What.You.Want.Them.To.Do.Weexaggeratedthatlastsentenceonpurpose.Thiswon’tsoundniceorpoliticallycorrect,butyouneedtotreatyourcustomersthewayyoumighttreata10-year-oldchild.Ifyouhappentohavea10-year-oldhandy,youmightevengivehimorheryourinstructionstoseewhathappens!Sometimeswethinkwe’rebeingclear,butwe’renot.
7. Includeaguarantee.Wecanhearyounow.“Wait,wait,aguarantee?Wecan’tdothat.Mybusinessorprofessiondoesn’tallowguarantees!”We’reheretotellyouthatyoucanandmustincludeaguaranteeinyouroffer.Whileyoumaynotbeabletoguaranteeyourproductorservice,youcanguaranteetheprocessesunderyourcontrol.Andifyoucanofferriskreversal,doit.Thismeanstakingtheriskawayfromyourcustomerandplacingitinyourhands.Themostcommonriskreversalisamoney-backguarantee.
Whenyouputallsevenofthesepiecesintoyouroffer,youcancreateacompellingandirresistibleofferthathasnewcustomersandcurrentcustomersfloodingintoyourbusiness.
You’lllearnexactlyhowtodoallthisandmoreinTheGKICMagneticMarketingLifestyleLiberationKitandourFastImplementationBootCamp.
Inthemeantime,hereisaGKICmemberstorythatwillinspireyoutothinkofwaysyoucanmakeanirresistibleoffertoyourclients,patients,orcustomers.
JimmyNicholasgrewupinatypicalAmericanhome.Hisdadwasatruckdriver,andhismomwasateacher.
“Whilemychildhoodwasverycomfortablegrowingup,moneywasn’tgrowingontrees,astheysay,andIknewthatbeinganentrepreneurwouldbetheanswertofinancialfreedom,”hesays.
Jimmytookthisideatoheart.Asayoungkid,hemowedlawns,shoveledsnow,andsoldbaseballcardstomakemoney.At15,hedecidedtogetseriousaboutmakingmoney.HepulledouttheYellowPagesandbegancoldcallingbusinessestoseeiftheyneededawebsite.
“Afterabout250no’s,alocaljewelrystoreinMystic,Connecticut,said‘Comeonoverandgivemeapresentation,’”Jimmyrecalls.
“Iobviouslyhadtogetaridefrommom,sinceIwasonly15,andshewaitedinthecarformeforovertwohours.Theresult,Isoldmyfirstwebsite.”
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Throughouthighschoolandcollege, Jimmyfocusedonbuildinghiswebdesignandwebhostingbusiness,eventuallybuildingamarketingcompanywithateamofexperts.Soundsgreat,right?Butitwasn’t.
“First,Ididn’thaveanymarketingsystemsinplace,”Jimmyexplains.“Heck,Ididn’tknowhowtomarket.Istartedspendingmoreandmoreonadvertising,buttherewasaproblem.Attheendoftheyear,Iwaslosingmoney.Threeyearsinarow,Ilostmoney.TheproblemwasIdidn’tknowhowtomarket.Ididn’tknowmessaging.Ididn’tknowtargetmarketing,andIcertainlydidn’tknowdirectresponsemarketing.Iknewsomethingneededtochange.”
Jimmywasstillthesamego-getterhewasat15,andsohewentaftertheinformationheneededandsays,“ThankfullyIlandedonPlanetDan.IpurchasedtheGameChangerDNASystem,startedlearningfromthenewsletters,andtookalltheinformationin.Itraveledover3,000milestoatwo-dayimplementationbootcampwithDaveDeeandDarcyJuarez.”
Theresultsweredramatic.AfterstartingwithGKIC,Jimmy’sprofitswentupover600%.Buthestillwantedmore.
“What really kickedme into high gearwas a hot seatwith a facilitator in the Peak PerformersGroup,” Jimmy says. “Whowould ever have thought a 30-minute hot seat could be such a life-changingevent?Letmetellyou,itwas.WhenIgotbackfromthathotseat,Istartedimplementinglikeamadman,implementingover20profitabledirectmailcampaigns.PriortoGKIC,mybusinesswassinkingliketheTitanic,butnowthatIhadGKICstrategiesandmarketingmethods,notonlyweremytoplinenumbersgoingup,butmybottomlinenumbersweregoingup,too.”
Jimmyusednewsletters,abest-sellingbook,andcreativedirectmailingstogetnewclientsandtogethiscurrentclientstobuymoreproducts.
“IknewifItookmassiveaction,Iwouldgetmassiveresults,”hesays.
Someofthosecreativemailingsincluded3Dpackagesthatwentoutinplasticbags,thecontentslimitedonlybyJimmy’simagination(whichmeantveryfewlimits).
Hesentcompassestopeoplewhodidn’tbuyhismobilewebsite(becausetheymustbelost);thechancetowintwoticketstoaBostonCelticsgame,plusalimoridetogetthere;itemslikeantacidsandworrydollsforclientsanxiousabouttheironlinemarketing;andpuzzlepieces(becauseJimmyispuzzled—whydidn’tyourespondtomyfirstoffer?).
Jimmy’s creativity also shows in a compelling, tailor-made offer, which thus far has a 100%conversionrate.Jimmy’sSilverPlatterOfferisanofferpeoplecan’trefuse.It’ssuchahugeofferandalargeshockandawepackagethatitishardtosummarizeinjustaparagraphortwo,butheregoes:
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Jimmypredesignsawebsiteforthepotentialclientandprintsoutthecompany’scurrentwebsiteforaside-by-sidecomparison.Heincludesareporttitled“WhyshouldIredesignmywebsite,andwhyisamobilewebsiteimportantforyoursmallbusiness?”
Thepackagehasa60-pagecatalogwithallofJimmy’sproductsandservices.Heincludesafilled-outorderformsoalltheclientneedstodoisprovideacreditcardormailtheformbackwithacheck(inaprepaidenvelope,ofcourse).Andthen,Jimmymakesthepackagetrulyspecial…
Hemakesapersonalizedvideoforthisoneclientandpackagesitupwithpopcorn,candy,cookies,crackers,andotherfunsnackstoprovideaviewingexperience.HereisanexcerptofwhatJimmysaysonthevideo:
“Hey,Denise,Alan,andPete.IknowyouguysarealltogetherwatchingthisbecauseI’msure
Denise,asIknowmostlikelyopensallthemailthere,followedstep1andgotyouguysinthe
room.
Now,wesentyouawholebunchofstuffhere,andoneofthereasonswhyiswewantedtoget
yourattentiononsomethingthat’sveryimportanttoyourbusinessatB&LConstruction.
Now,beforewegetstarted,Ijustwanttomakesureeverybodyintheofficegetssomecookies
andwe’vegotsomepopcornhere.Youcanputitinthebowlsbecauseit’sgoingtobeashow.
I’mgoingtotellyourightnow.
IwouldhavesenttheMillerLite;Iwouldhavedonethat,buttherealityisitreallydoesn’tship
well.WhatI’mgoingtodo,though,isI’mgoingtohaveaMillerLitewithyoutodayifyoudon’t
mind,andI’msureyouwon’tmindatall…”
Jimmy knows that Miller Lite is his prospect’s favorite beverage. He bonds with this potentialcustomerbysippingonaMillerLiteashegoesthroughhissalespitch.
And the results are impressive. He has done five of thesemailings, and all five prospects haveconvertedintoclients.Hisreturnoninvestmentis4,500%,soitiswellworththetimeandmoneyheinvestsintothispersonalizedapproach.
Another thing Jimmy says he learned from theGKIC community is the importance of recurringrevenue.
“PriortoGKIC,Ireliedheavilyonone-timerevenue,sellingwebsitesandvideopackages,andourrecurringrevenuewasabout$13,000permonth,”hesays.“AfterstudyingGKIC,we’veincreasedourrecurringrevenue185%.That’sover$24,000amonthsincewestartedwithGKIC.Injustthenextfiveyears,thiswillmean$1.4millionofadditionalrecurringrevenuebecauseofGKIC.”
SUCCESSKEY#3:AVOIDINGPERFECTIONISM
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While we intend for Jimmy Nicholas’s story to inspire, we completely understand if you’rewonderingifyoucancomeupwithacompellingofferthatyourclients,patients,orcustomerscan’trefuse.Andwe’rehopingthatacommonpersonalitytraitwon’tholdyouback.
Wouldyouliketodeveloptheperfectoffer?Areyouaperfectionist?Manyentrepreneursare.Afterall,that’soneofthereasonstheygointobusinessforthemselves—theywanttocreatetheperfectbusiness.
Butthere’sadirtylittlesecrethidingbehindthatvirtuousword‘perfection.’
Whenweworkwithnewmemberswhoarestrugglingtomakeeverythingperfect,whatweactuallyuncoveristhatthey’refearfulaboutwhatsomeoneelseisgoingtosayaboutwhatthey’reoffering.
Thisfearofcriticismholdsthembackfromdoingwhattheyknowtheyneedtodo.
Here’sthethingaboutcriticism.Everyone—andwemeaneveryone—fallspreytoitatonetimeoranother.Lookatwhatpeoplesayaboutotherpeopleontheinternet.Eventhemosttalentedsingersandeventhemostsuccessfulbusinesspeoplehavetheirdetractors.
Ifit’strueforthem,it’strueforus.
Everyonehasacritic,everyone,thatis,whoisputtingthemselvesouttherebydoingsomethingandgettingnoticed.
Theonlythingthatwillprotectyoufromcriticismistodonothing.
Thinkaboutwhat’sholdingyouback.
Areyoustrugglingtomakeyourproductorserviceperfectbeforeyouunveilittotheworld?Whyisthat?
Areyouafraidofwhatyourfamilyorfriendsaregoingtosay?Mostofthetime,yourfriendsandfamilymembersarewell-meaning.They reallydowant thebest foryouandyourbusiness,butthey’renotusuallyinagoodpositiontogiveyouthebestadvice.
Theymightnotbefamiliarwithyourindustryorprofession,theyprobablydon’tunderstandyourbusinessorpractice,andtheyalmostcertainlydon’tknowwhatweknowaboutbusinesswithintheGKICcommunity!
Thinkaboutthis:
Thepeoplewholoveyouwantthebestforyou,butoftenthey’renotthebestsourceofexpertfeedbackonwhetherornota
particularapproachistherightone.
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Maybeit’snotyourfamilyorfriendsholdingyouback.Weoftenhearfromfolkswhoareconcernedaboutwhatmembersoftheirindustryorprofessionmightsay.
Weworkedwith a GKICmemberwhowas amember of the board of directors for an industryassociation.Hewasveryconcernedaboutcomingoutwitharevolutionaryofferandpackaginghisproductsandservicesinanewanddifferentway.
Hewasafraidofupsettingothermembersoftheindustryassociation—hemightevenlosehisseatontheboard.
Thinkaboutthisforamoment.Inyourbusinessorprofession,doesaseatonyourassociation’sboardmakeyourcompanymorevaluable?Doesitputincomeinyourbankaccount?
Ifoneofyourfamilymembersgetssickandyouneedtopayfortreatment,doesyourseatontheassociation’sboardhelpyoupaythosebills?Ofcourseitdoesn’t.Onlyyourbusinessdoes.
Membersofyourindustryorprofessionmaycriticizeyou,buttheiropiniondoesn’tcount.
If you concern yourselfwithwhat your competitors are going to say about your new businessstrategies,you’renevergoingtobeabletogrowasuccessfulbusinessorpractice.
Another source of frustration or concern for a lot of business owners is what some of theircustomers, clients,orpatientsmight say, andyes,weallhavecustomerswhoareveryeager tocriticize,ortoofferfreeadvice,ortotelluswhatweshouldorshouldn’tbedoing.
Let’sfaceit,ifwedidexactlywhatourcustomerswantedustodo,thenwewouldbegivingawayourproductsforfreeandrewardingthemfortheprivilege.Thatisnowaytorunyourbusiness.Whilewemustbecustomercentricsowecanofferthebestcustomerexperience,wemustremainimmunetounfoundedcriticism.
Ifyoucatchyourselftryingtomakesomethingperfectbecauseyouhavethatnaggingfearthat,“Oh,somebodymightsaysomethingbadaboutme,” justrememberthatthosepeopledonotpaythebills.
Growingyourbusinesspaysthebills.
That’swhat’sgoingtohelpdistinguishyouandyourbusinessandhelpprovideincomethatgivesyouthefreedomtoenjoyyourbusinessandyourlife.
Whenyoufeelthatfearofcriticismrisingup,leanintotheGKICcommunityandgetfeedbackfromourexpertsinmarketingandsales.Theyaretheoneswhocanhelpyouandhelpyourbusinessgrow.
AtGKIC,we talk about the “GE” spot, theGoodEnough spot, all the time. In fact, youprobablyrememberussaying“Goodenoughisgoodenough”earlierinthisprogram.
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That’sbecauseweknowhowfreeingitcanbetoamarketerwhoiscaughtintheperfectiontrap.
Wehopeyou’lltapintothisfreedomlikesomanyotherGKICmembershave.
WalterBergeronisagreatexample.Hedidn’tletperfectionstophimfromtakingmassiveactiontogrowhiselectronicsrepairbusiness.
You’llhearthefullstorylaterinthisprogram,butfornowletWalter’swordsinspireyou:“Itookmassiveactioneverysingleday,SaturdaysandSundaysincluded.Imadesacrificesbecausethat’swhat it took,andthat’swhat Iwantedtodo.Goodenough isgoodenough. IknewIdidn’thaveperfection,butIwantedtomakesureIhadatleastgood.”
Itbearsrepeating…andsowesayitoften…Goodenoughisgoodenough!
SuccessKey#4:GetYourCustomertoChaseYou,InsteadofChasingYour
Customer
Another key strategy you will learn from the experts and your fellow members in the GKICcommunityishowtogetyourcustomerstochaseyou—insteadoftheotherwayaround.
DanKennedy,thefounderofGKICandalegendinthemarketingandsalesandcopywritingworld,tellsthisstory:
“I’mhomealoneoneweekday.I’monthephonewithaclientwhensomebodystartsbangingon
myfrontdoorlikeacrazyperson;apest.
Afterall,theoptionsofwho’sgoingtobeatyourfrontdooruninvitedonaweekdayafternoon
areprettylimited.AndthissoundedlikeaJehovah’sWitnessonsteroids.
SoIignoredhim,confidentthat,likemostpests,ifignoredhe’dgoaway.
Whichhedid,butonlylongenoughtogoallthewayaroundtotherearofmyproperty,climb
overawall,getthroughthepoolareatothepatiodoorsdirectlybehindme,andstartbanging
onthosedoors.
Longstoryshort,thereasonhe’sthereismyentirebackyardisinflames.Wehadjusthadour
15thstraightdayof115degreedays,andeverythingbutthewaterinthepoolwasonfire.
AndthisGoodSamaritan…whothinksI’manidiot,whichisarguablytrue…suddenlygoesfrom
beingthemostannoyingpesttothemostwelcomeguest.
Becausehe’sthereatjusttherighttimewithjusttherightmessage.”
Thereasonwhyprospectingissoarduousandsounproductiveisthatmostofthetimeyouarebeingperceivedasanannoyingpest—notasawelcomeguest.
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Nowifyouhonestlydon’tmindbeingviewedasapest,andcangothroughlifethatwaywithoutbecomingneurotic,thentherearelotsofsalesjobsoutthere,andyoudon’tneedanysophisticatedtechniques.
Ourpreferenceistogetintothewelcomeguestcategoryasquicklyaspossible.
Howdoyouknowwhenyourprospectivecustomersarereadytobuy?
Unfortunately,wecan’tarriveveryoftenatpreciselytherighttimewithexactlytherightmessage.
Sowehavetouseotherstrategiestostillbeperceivedasthewelcomeguest.
What’sthebasicdifferencebetweenpestandguest?Thedifferenceisinvitation.
Theentiresellingexperiencechangeswhenyouaretherebyinvitation.
Nowthathopefullytellsyousomethingveryimportant,verybig,andveryintriguingaboutwhatyouneedtodototransformyoursalescareer.
Youhavetofigureoutawaytocauseprospectstoseekyouout,callyouup,andinviteyoutocomeandselltothem.
Stoparrivinginpersonorbyphoneuninvited.
Andwesuggestsettingeverythingelseasideuntilyoufigureouthowtomakethishappeninyoursellingsituation.
John Rinaldi’s experiences will be instructive here. If he hadn’t figured out a way to get hiscustomerstochasehim,hewouldbejustone(probablybroke)providerinaseaofothercompaniesthatsellthesameproducthedoes.
John’s story is a bit unique in that he is an electrical engineerwho sells a commodity product.Basicallyit’sasmallboxwithamicrochipinitthathelpspeoplewhodesignandbuildmachinesforfactoryautomation.
John’sproductisintegratedintoheavymachineryallovertheworldinalltypesofindustriesasanafter-marketdevicethatrecordsdata.ThismightsoundlikeJohnhasitmadebecauseanyfactorycanbenefitfromhisproduct.Theproblem,however,liesinthatonelittlewordcommodity.
“Anybodyinmyindustrythathasa littlebitofknowledgecanbuildaboxlikemine,” Johnsays.“BeforeGKIC,Iwasanengineer.IthoughtifIbuildit,theywillcome—andtheydidn’t.Iranintomassivecreditcarddebt.Ididn’tknowhowtopricethings.Ididn’tdoanymarketing.Itwasstrictlydoanengineeringproject,hopethephonerings,doanotherengineeringproject,hopethephonerings,andhopeIcanstayinbusinessnextweek.Itwasvery,verydifficult.”
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Thingstookadramaticturnforthebetterwithonebrieftelephonecallfromafriend.
“Perry Marshall called me up and said, ‘Dan Kennedy is having this copywriting seminar inPhoenix,’”Johnrecalls,“andIgo,‘WhoisDanKennedy,andwhat’scopywriting?’”
Johndidn’tknowanythingaboutcopywriting.Hewasanengineer,notamarketer.But the ideaintriguedhim,andhedecidedtogo.Itwasagreatdecision.
“Ihadnoideawhatanyofthisstuffis,butIsaid,‘Youknowwhat,I’mgoingtogobecausemaybeIcanlearnsomething.’Thatchangedeverything,”Johnsays.
Johndidlearnsomething.Infact,helearnedalot,andheimplementedalot.
Helearnedtoanalyzehismarketandtargethismessagestohisbestcustomer.ForJohn,thismeansmen who use Google to research products and who want the easiest and best fix for theirmanufacturingproblems,withlittleconcernoverprice.
Johncarriesa50thanniversarySwissarmyknifetotradeshows,alongwithabutterknifetohelpcommunicatehismessagetoengineers.
“I foundtheperfectmessagetomarketmatch,”hesays.“ThatSwissarmyknifehas115tools.Itweighs6½pounds.Itcosts$1,200,andyoucouldbuildashoppingcenterwithit,ifitwasusable.Ishowittoengineersandsay,‘Thisthingisthekindofdeviceyoualwaysget.It’sreallyhardtouse,right?’Theyshaketheirheadsupanddown,andthenIholdupabutterknifeandsay,‘Thisismyproduct.Evenifyouholditbythewrongend,youcanstillgetthejobdone.’Theyallshaketheirheadsupanddownandsay,‘Yeah,yeah,that’sright.’”
Armedwith this absolutely perfectmessage tomarketmatch, John tookhis product andbeganapplyingalloftheGKICprinciplestomarketit.
OneofthemostinterestingisthatJohnoffersacategoryofone.Whilehiscompetitorslistall185solutionsthattheproductoffers,Johnmarkets185categoriesoftheonesolutionhiscustomersarelookingfor.
“Whencustomerscometomywebsitelookingforsolutionnumber47,theyfindthatexactsolutionthatmeetstheirparticularproblem,”Johnexplains.“Theyseethatandsay,‘Ohthat’sforme.’”
Johnalsolearnedtousenewslettersasawaytogethiscustomerstochasehim.Heusesamixofpersonalstoriesandtechnicalinformation,andheofferssmallgadgetsasgifts.Oneofhisstoriesespeciallyresonatedwithhisreaders.
“IrecentlywroteanarticlecalledTwoFathers.It’saboutthedeathsofmyfatherandthefatherofanotherguyinourindustry,”Johnsays.“Ican’tgoanywherewheresomebodyisnotcomingupto
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metotellmeabouttheirdad.Wealwayshaveapersonalarticle likethat.Ourcustomerstakeabreakfromtheirwork,andtheyseesomethingjusttotallydifferent.”
Using what he has learned at GKIC, John focuses on customer service and value while hiscompetitorsmarketonprice.John’swayisclearlyworking.
“Ourproducthasgrowninsalesby140%,ournetprofithasgrown715%,andwe’vegot70%ingrossmargins,”hesays.“Plus,we’vedoubledourcompetitors’price.”
Evenwithhigherprices,John’scompanywentfromacquiring8.5newcustomersamonthto19.5.
“That’ssignificant,”hesays,“becausemylong-termvalueforacustomeris$5,610peryear.Andwedon’t lose customers.We’ve had 100% customer retention for the last two years, so each newcustomerisworth$5,610thisyearand$5,610thenextyear.”
John attracts and keeps customers by using GKIC strategies such as authoring a book to gaincredibilityinthemarket,afive-stepcustomerwelcomesequencetogetfeedbackandmakemoreoffers,holidaycards,postcardoffers,contests,surprisegiftswhencustomersorderhisproduct,andwebsitemarketingwithblogsandvideos,amongothers.
AllthishaschangedJohn’slifecompletely.
“Mydad,RockyRinaldi,wasborninMussolini’sItaly,withnoeducation,nowater,noplumbing,nothing,”Johnrecalls.“In1934,hehadachancetocometoAmerica,andhewasadamantthathissonwasgoingtobesuccessful.Forhim,successmeantbeinganengineer.Ididthat,andIworkedincorporateAmerica,butIdidn’tfeelsuccessful.Ididn’tfeelwealthy,soIstartedabusiness.AfterIstartedthebusiness,Ifeltlesswealthy,lesssuccessfulbecausenobodycame.Ilostmoney,andIhadmassivecreditcarddebt.Itwasterrible.
“Then,IcametoGKIC.IlearnedalltheseprinciplesthatDanteaches.Istudied.Iimplementedthem,andIachievedmoresuccessnowthanmyfathercouldeverhavedreamedofwhenheleftthattowninItaly.
“That’schangedmylife.Lastyear,IspentfiveweeksinMadrid.Thisyear,IspentfourweeksinFlorence,andIdidn’thavemycellphoneon.IwaslearninghowtospeakItalian.Totallydifferentlife.
“This isnot justmystory.This isyourstory, too…maybenot today,maybenot tomorrow,butsooner rather than later, if you’rewilling towork, if you’rewilling to study, if you’rewilling toimplement.”
Thekeytotransformingfromannoyingpesttowelcomeguestistocreateanautomaticcustomerattractionsystem.
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Thebestwaytodothisisthroughmultistepmultimediamarketingbecauseyoubuildarelationshipwithyourprospectsbeforeyouaskthemtobuy.
Yougivetheminformationtheywantandneed,andwhenthey’rereadytobuy,theyonlywanttobuyfromyou—evenif,likeJohnRinaldi,youofferacommodityproductthatmostmarketerstrytosellonpricealone.Thisstrategyworksineveryniche,witheveryproductandeveryservice.Andhere’sthebestnewsofall:
Weguideyoustep-by-stepthroughtheprocessofcreatinganeffectivemultistepmarketingandsalesprogramforyourbusinessorpracticeinTheGKICMagneticMarketingLifestyleLiberationKit.
SUCCESSKEY#5:PUTPATTOWORKFORYOURBUSINESS
AnotherstrategythatweliketotalkaboutatGKICisputtingPattoworkforyou.SowhoisPat?Patisanavatarthatweusetorepresentouridealclient.
AtGKIC,weencourageourmembers to clearlydefine theperson theywant to reachwith theirmarketingandsales.
Whenyouknowexactlywhoyouwanttoreach,youcanspendthesameamountofmoneyonmarketingandsales(andsometimesless)
andgetmuchbetterresults.
Mostbusinessownersusegeneralmassmessagesdirectedat largegroupsofpeople,hoping toappealtosomeonewithinthoselargegroups.That’sanexampleofwhatwecallscarcitythinking.
• Scarcitythinkersthinktheyneedtotargeteveryoneeverytime.Theyareafraidthatiftheydon’tputtheirmessagesoutinfrontofeveryone,thentheywillmisstheonepersontheyaresupposedtobetalkingto.
• Smart marketers target their ideal client. We call these smart marketers “abundancethinkers.”
Scarcity thinkers worry about how much they are spending to communicate to a prospect.Abundancethinkers,likeGKICmemberDustinBurleson,thinkabouthowtheycanspendthemosttotalktotherightprospects.
“Wespendmore toacquirenewpatientsandcustomers,”Dustinsays, “butwealsoget thebestpatientsandcustomers.Wedon’thavepeoplearguingaboutpriceinouroffice.Theyknowwe’remoreexpensive,andthey’regladtopayit.”
Ifwenarrowdownourmarketingandsalesandonlycommunicatewithourmostidealcustomer,our“Pat,”wecanactuallyspendmorepercustomerwhilenotincreasingouroverallmarketingandsalesbudget.Youwanttobeanabundancethinker,notascarcitythinker.
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AgreatexampleofanabundancethinkerisWalterBergeron.Wementionedhimearlier.He’soneofourGKICmemberswhohaslearnedtosay“Goodenoughisgoodenough.”Here,aspromised,istherestofhisstory.
WalterBergeronisapatrioticveteranoftheU.S.Navy,andsoitisimportanttohimtokeepthingsproudlymadeinAmerica.Hisindustrialelectronicsrepairbusinessstartedoffina400sq.ft.shedinthemiddleofasugarcanefieldinLouisiana.
Fifteenyearslaterhehadtwonationalrepaircentersandfournationalsalescenters,buthewasn’tservingenoughmanufacturerstomaketheimpacthewantedtowithinhisindustry.
WalterattendedaFastImplementationBootCamp,wherehesaysheexperiencedanepiphany.
“Theheavensopenedup,theangelsbegantosing,andabiglightbulbwentoffinmyhead,”hesays,onlyhalfkidding.“Bill’sconclusionwas‘Iwantyoutolookatthepersononyourleftandthepersononyourright.Atmost,onlyoneofthethreeofyouwillactuallytakeaction.’
Theguytomylefthadafurniturestoreandwasbeingkilledbycommoditizationandsomereally,reallyfiercecompetition.Heneededthatmarketingtokeephisbusinessafloat.
Theguytomyrighthadinventedsomekindofmusicaleducationinstrumentinhisbasement,andhewastryingtogetitofftheground.Heneededthatmarketingknowledge,too.
ButwhenIlookedtomyleft,thefurnitureguyhadleftearly.Hehadsomethingelsetodo.Andtheguyonmyrightwasasleep!
Thatwasmyepiphany.Itwasgoingtohavetobemethatwasgoingtotakeaction.”
Waltertookthenext90daystoactonhisnewGKICphilosophies.
“ThefirstonewasIwasgoingtotakemassiveactioneverysingleday.ThatdoesmeanSaturdaysandthatdoesmeanSundays,becauseIwasdeterminedtodothis,”hesays.
“ThesecondGKICprinciple Ihadwas ‘Good isgoodenough.’ Iwasnevergoing togetaperfectmarketingplan,Iwasnevergoingtogetitperfecteverysingletime,butifitwasgood,itwasoutthedoorandimplemented.
ThethirdprinciplewassimultaneouslyimplementingeverythingIwasdoing.Notsequentially,notoneandthentheother,thentheother,thentheother;thatwastooslow.Weknowthattimeistheenemy of entrepreneurs.Weneed to get things done quickly in order to take advantage of themarket.”
WalterstartedwithaGKICfundamental,themarketingresultstriangle:
• Message
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• Market• Media
Firsthesetabouttoidentifyhismarket—orre-identifyitasitturnsout.
“Upuntilthispoint,IthoughtIknewwhomycustomerswere,”hesays.“Ihadbeeninbusinessfor15years.IknewwhoIwassellingto.Wrong.IthoughtIhadoneclient.Iactuallyhadfourdifferenttypesofclients.”
WalterprovidesastellarexampleofwhatwemeanatGKICwhenwesayyoushouldputPattoworkforyou.WaltertookthisGKICideaofcreatinganavatartorepresenthisbestclientandactuallydevelopedfourofthem.
“Igavethemnamessothatwecouldrefertothempersonallyandtargetourmarketingmessagetothatperson,”heexplains.“Outsidesalesmen,IcallthemSamSellers;mymaintenancemanagers,IcallthemMikeHammer.WehaveaTysonFoodscontract;wecalltheseguysChuckPoultry,andPhilMetal’sourPlatinummember.”
Next Walter went to work on developing his message, his unique selling proposition, and hedevelopedfourofthemtotargethisfourspecificclientsindifferentways.
NowWalterwasreadytochoosehismedia,buthehadaproblem—nomarketingbudget.GKICgavehimthesolutiontothis,too.Heraisedhisprices.
“Ihadtofigureoutawaytodosomething,andthisiswhatIdid.Iraisedourpricesby15%,andthatgavemeanimmediatecashinfusiontopayforthemediathatIwasgoingtousetoimplementmymarketingsystem,”hesays.
He startedoutwithanewsletter,well fournewsletters,one foreachofhisavatar clients—SamSellers,Mike Hammer, Chuck Poultry, and PhilMetal. And he did things to get his newslettersnoticed.
“Thisisprofound.Thisisawaytogetaheadandhaveatotallyunfairadvantageoverallofyourcompetitors by doing something as simple as this,”Walter says with excitement. “Wemade itoutrageous.MyguysgotaholdofPhotoshopandapictureofmeandtookawaymyhairandmademelooklikeaclown.Itwasfunny,ourguysenjoyedit,anditmadeusdifferentbecausealltheothernewsletterswereboring.Thisthingstoodout.”
OtherGKICnewsletterstrategiesincludedactivitiesreaderscouldcompleteandreturntoreceivea$10 gift card, featuring his clients within the newsletter, conducting surveys, publishingtestimonials,andmakingthenewsletterstandoutwithhandwrittennotesandcopydoodles.
Walterreportsthat90daysofimplementinghisnewsletterwithnewclients,existingclients,andlostclientsbroughtin$138,303.80.Foreverydollarhespentonthenewsletter,hegot$42ingross
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revenue,amediaefficiencyratioof42:1.Bymeasuringhisresults,Waltercouldgeneratethebiggestimpactfromeverymarketingdollar.
He borrowed another big impact strategy from the casinos in Biloxi. The casinos don’t wastebillboardspacebyincludingtheircontactinformation.Theytellcustomerswhatshowsareplaying.
Walterputtheanswerstohiscustomers’mostaskedquestionsonfourlargesigns.
Thesesignsbrought in5.6newcustomersaweek,actualbuyerswhowerealreadyeducatedonWalter’sservices.Thesesignsattractedqualifiedcustomersandspedupthesalesprocess.
Asforthereturnonthisinvestment?
“Thecustomersareworth$3,882each,and thesesignshavegrossedus$260,000withamediaefficiency ratio of 16:1,”Walter says. “I spend a dollar, and I’m getting $16 back because of aridiculoussignideatakenfromthecasinoindustry.That’sjusthowimportanthavingthisunfairGKICadvantageis.”
ThisisjustthetipoftheicebergofeverythingWalterimplementedinthosefirst90days.Hedidwebsitemarketingwithanautomatedwebinarandbroughtin$305,250.01foramediaefficiencyratioof78:1.Hedidwhathecalls“outrageous”campaignswithemailsequences,longsaleslettershandwritten on yellow lined paper, lumpy mail, and a shock and awe package, that is, well,awesome.Waltercallsithissecretweapon.
Customersgetanovernightboxthatislabeled“Perishablegoods.Openimmediately.”Thisgetsthecustomertoopenthebox,andavideoofWalterbeginsplaying:“Hey,whydon’tyouguysenjoysomedeliciouskingcake?We’re fromLouisiana,andwewanted tosharewithyousomeofourculture.”
Insidetheboxisakingcakewithplatesandforks,everythingtheyneedtoactuallystarteatingthecakewhiletheylistentothevideoabouttheservicesWalteroffers.
Sofartheresponserateonthekingcakemailinghasbeen100%,withsalesof$414,911.40andamediaefficiencyratioof69:1.
“I took90daysofmassive action, Saturdays andSundays included, because Iwanted anunfairadvantageovermycompetitors,”Waltersays.“Imadesacrificesbecausethat’swhatittook,andthat’swhatIwantedtodo.Myadviceistosimultaneouslyimplementeverythingthatyou’redoing.Don’tdoitsequentially,doeverythingallatonceasfastasyoucantogetitoutthere,butmakesureit’simpactful.”
DidWaltersayimpactful?Trythisonforsize:
90days:$1,120,100.97.
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How’sthatforanefficiencyratio?
SUCCESSKEY#6:INVESTINMARKETINGANDSALESANDAVOIDMONEYWORRIES
Beinganabundancethinkerisimportantwhenitcomestomoneyworriesaswell.
Howdoyousupposescarcity-mindedbusinessownersreacttofinancialchallengesordownturnsinthemarket?
Youguessedit.Theyreducewhattheyinvestintheirmarketingandsales.
Itseemsliketheeasiestthingtocut,butit’sreallylikereactingtoaleakinaboatbyjumpingintothewater!
Itdoesn’tsolvetheproblem,andinfact,itactuallymakesyourmoneyproblemsevenworse.
Whenyoudon’tunderstandwhereyourcustomersarecomingfrom,it’sveryeasytodiscountthevalueofyourmarketing,sales,andadvertisingefforts.
WecouldtellyoustoryafterstoryaboutGKICmemberswhodidNOTjumpinthewaterwhentheirfinancialworldcamecrashingdownonthem.Here’soneofourfavorites.
Dr.DaroldOppissomethingofamarketingjunkie.In2010,hehadalreadybeendoingGKIC-stylemarketinginhisdentalpracticeforyears,investingsixfiguresintopromotinghispracticeanddoingwellenoughtogivesixfiguresincontributionstocharitieseachyear.Hewaslivingthelifeofhisdreams,orsohethought.
OnApril26,2010,everythingcamecrashingdown.
“Itwasour30thweddinganniversary,andmywifeandItookatriptoMinneapolis,”Daroldrecalls.“Whileshespentsometimewithhersister,IwasaboutahalfmiledowntheroadspendingtimewithanattorneyfromAtlanta,accountantsfromMemphis,andmypersonalattorney.TheattorneyfromAtlanta pulled up his chair, got knee to kneewithme, and said, ‘What reasonable dentistspendssixfiguresayearinmarketing,andwhoaretheseGlazer-Kennedyguysanyway?’
“ItoldthisattorneythatIwasanentrepreneurandGKICwasmylifeline.‘Notanymore,’hesaid.
“Thenheasked,‘Whatreasonabledentistgivessixfigurestocharityeveryyear?’andIreplied,‘Adentistwhocaresaboutotherpeopleandwantstogiveback.’‘Notanymore,’hesaidforthesecondtime.”
Daroldhadnoideawhatwasabouttocomenext.Unbeknownsttohim,hisbusinesspartnerhadbeenviolatingthetaxcode.TheIRScameafterDaroldwitheverythingithad.
“Ididn’trealizehowmanypenaltiestherewereintheIRScode,”hesaysruefully.
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Twoyearlater,Daroldsatdownandwroteout12checkstotheIRS.Theytotaledsevenfiguresplus.
“Mentally,physically,psychologically,andfinanciallyIwasamess,”hesays.“Mywholelifesavings,24yearsIworkedfor.In10minutes,it’sgone.Iwentfromamillionairetoamillionaire.At55,Iwasn’t even what you could call broke. I had to borrow $500,000 to pay off attorneys andaccountantstosurvive.”
AndlackofmoneywastheleastofDarold’sworries.
“Itgetsworsebecausewithinamatteroftwoweeks,Ihadalong-termpatientcallmeandask,‘Isittrue,whattherumorsaresaying?Thatyou’relosingyourlicense?’Andthatsameweek,mymother-in-law is on a city bus and thedriver turns around and says, ‘I hear yourdaughter is getting adivorce.Isthattrue?’Andthenaweeklaterthesamebusdriversays, ‘TherumorsarenowthatDaroldhastosellhishouse.He’smovingoutoftownbecausehe’sgoingtoprison.’”
Of course the rumormillwasamixtureofonly some truthandmostly lies,but thisdidn’thelpDarold.Inatownofonly25,000,itdidn’ttakelongforeveryonetothinktheyknewwhatwasgoingonintheOpps’lives.Theywerepubliclyhumiliated,andyouwouldn’tblamethemiftheyhadjustgivenup,movedoutoftown,andtriedtostartoversomewhereelse.
Buttheydidn’t.Thatwouldbejumpingoutoftheboatandintothewater!
“Whatdidwedo?”Daroldasks.“Abouttwoyearslater,mywifeandIhadaburningparty.WethrewallthecopiesoftheIRSpapersinabox,andIputagallonofgasolineonit.Itoldmywifethatlifeisaboutchoices.Youcaneitherbecomeawhinerorawinner.Youcaneitherbecomebitteroryoucanbecomebetter.We’renotafailure.Failureisanevent,notaperson.”
Daroldturnedtowhatheknew—marketing.
Eveninthemiddleoftheworstfinancialmesshecouldimagine,heknewthatheneededtoinvestmoreinmarketingifhewantedtoturnhislifearound.
From2008to2013,hetookhisproductionfrom$1.6millionto$3.4million,andthiswasduringarecessionwhenmostdentistswereseeingtheirincomesgodown.Hereishowhedidit.
Takingwhat he had learned over the years from theGKIC community,Darold decided that theavatarofhisbestclientwasayoungmomwithkids.
“Whatdomomscareaboutmost?Theirkids,”Daroldsays,“and92%ofalldentalappointmentsaremadebywomen.”
Daroldhadalwaysmadegivingbacktohiscommunityapriority,andhewasn’tabouttochangenow.Hedecidedtoholdapatientappreciationeventtothankhispatientsfortheirsupportoverthe
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24yearshehadbeeninpractice—andtoshowhiscommunitythattherumorsofhisdemisewerepremature.
Dr.Opp’seventiscalledSmilePalooza—wherekidsandfunmeet.It’sanafternooncarnivalwithfood,bouncyhouses,games,clowns,princesses,superheroes,andanythingelseyoucanthinkofthatmightappealtokidsandtheirparents.Daroldthoughthewasjustthankinghispatients,buthiseventturnedouttobesomuchmore.
“Thefirstyearwehadthis,Ithought300peoplewouldshowup.Wehadover3,000,”hesays.“Insixyearswe’vehad25,000peopleatthisevent.Momsandtheirkids.Futurepatients.”
Thedoctorrealizedhehadapatient-generatingmachineonhishands!
Darold used direct mail and email sequences to publicize his event as well as radio, TV, andnewspaperadvertising.
Afterthefirstyearhewasabletogetsponsorstohelpunderwritethecosts,andhebegantogetfreepublicity.ThelocalpaperdubbedSmilePaloozaSouthDakota’sversionofDisneyWorld.“Ididn’tpayadimeforthat!”Daroldexclaims.
Hismost recentevent resulted in232newpatientsproviding$400,000 inannual revenue.Thelifetimevalueofthesepatientsis$1.2million.“Wouldyoudressupasaclownforthreehoursonetimeayeartogenerate$1.2million?”Daroldaskswithabroadsmile.
NowDaroldislicensinghiseventtootherdentists,furtherexpandingthevalueofhiseventandallowinghimtogiveevenmoretocharity.
HeandhiswifeworkwithanorganizationinHondurasthatrescueschildrenwhohavetoscavengeforfoodinthedumps.
“We’rebuildingourfourthschoolbuildingnow.We’vegot200kidsinschool.Wehaveafull-timemedicalcenterthatseespatients,”Daroldsays.
“Threekidswhoweredumpchildren10yearsagoarenowincollege.Oneisstudyingnutrition,thesecondgraphicdesign,andthethirdwantstobeadentist.Howaboutthat?That’sprettygood!”
DaroldsaysheoweshissurvivaltowhathelearnedasaGKICmember.
Hekeptasheetofpapertapedtohiswallforsixyearsthatsaid:
“RenegadeMillionaire.Askfornothingyoudon’twanttoearn.Makenoapologiesforhaving
anythingyoudoandfightlikeacorneredtigeragainstthosewhowouldseektocompelapology
orstealthefruitsofyouringenuity,investment,andlabor.”
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“EverydayI’dcometoworkinmyoffice.I’dreadthatandsay,‘Youknowwhat?I’mbetterthanthis.I’mbetterthantheIRS.I’mgoingtosurvive.’”
SmartmarketersandabundancethinkerslikeDaroldOppactuallyinvestmoreintheirmarketingandsaleswhentimesgettough!
Thegoalistocreateasteadystreamofnewclients,patients,orcustomerscomingin.
Beingincontrolofyourmarketingandsalessystemallowsyoutodothis.It’slikeafaucetthatyoucanadjust.Needmoreclientscomingin?Openthefaucetabit.
Whenyou’reoperatingwith a steady streamofnewclients and revenue, youoperatewith lessstress,whichallowsyoutoinvestyourmarketingandsalesintherightplaces.
Smartmarketerscreatesteadystreamsofincome.
You’lllearnhowtodoallthisandmoreinTheGKICMagneticMarketingLifestyleLiberationKit.
SUCCESSKEY#7:TAPINTOTHEMAGICALFORCEOFTHEMARKETINGANDSALESTRIANGLE
Mostbusinessownersarecluelesswhenitcomestobuyingadvertisingandmarketingandsellingtheirproductsandservices.
Thismakesthem“advertisingvictims”preyedonbymediasalespeopleandadagenciesthatdon’tknowanythingmoreaboutproducingacustomerthanthesebusinessownersdo.
Letusletyouinonasecret:Anadrep’sonlyjobistogetyoutobuyadvertisingspaceinwhatevermediahe’sselling.
HisjobisNOTtohelpyoustandoutamongalltherestoftheadsclamoringforyourcustomers’attention.
Asamatteroffact,adrepspreferthatalladvertisingintheirmedialookthesame.Theydon’twantanyoneclienttooutperformanotherbecausethentheywon’tmaketheirquotaorearntheirbonus.
Addingtothisproblemisthatmostsmallbusinessownerscannotaccuratelytellus:
• Wheretheygettheircustomersandtheirsalesfrom• WhatitcoststogetacustomerfromsourceAorsourceB• Whatresultsspecificallycomefromanyonead
Theyareguessing.Consequently,theyarewastingmoneyonadsthatdon’twork.
Thereasonforthiscluelessnessandvulnerability?
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Wecallit“MarketingIncest,”whichsimplymeansthatmostbusinessownersarelookingaroundatwhateveryoneelseintheirindustryorprofessionisdoingandcopyingit.
Nowifyouareoneofthesebusinessowners,youlikelytriedtomakeyouradalittlebetterthantheoneyoucopied—notradicallydifferent,mindyou—butbetter.
Sobasicallyyouhaveeveryone inan industrystanding inacircle looking inwardateachother,ignoringanyoneoranythingoutsideofthecircle.
It’sincestuous,anditworkslikerealincest—everyoneslowlygetsdumberanddumber!
ThepeopleyoumeetinGKIChavedonesomethingdifferent.Theyhaveturnedtheirbacksonthecircle and have deliberately gone far away from their peers in search of different—not justincrementallybetter—butaltogetherdifferentwaysofmarketingandselling.
Hereisonemember’sstory:
Dr.RickSchaefer’sgoalistohavehispatientsdancinginthehallways—thatandmakemoney.Hereadilyadmitshisprofitmotive,butheisalsoreapingthebenefitsofagreatworkenvironment.
KneeSpecialistsofWisconsincameaboutbecausefourphysiciansinRick’scommunitywantedasecondstreamofincome.Theyenvisionedapracticewithpremiumpatients,premiumpricing,andpremiumprofits.
“Theyhadalittlemoneytoputintoit,”Ricksays,“butnotimebecausetheywereallrunningtheirownpractices.Sotheyhiredmeasaconsultanttogettheprojectoff theground. Itwasbirthedcompletelyfromaprofitmotivebecausewe’reallcapitalists.”
RickisadedicatedmemberofGKIC.Hehasmissedonlythreemeetingsin5-1/2years.HemakesGKICaprioritybecausethestrategieshelearnsputmoneyinhispocket.
Oneofthekeystrategiesheemployedwhenbeginninghisnewpracticewastotapintothemagicalforceofthemarketingtriangle.Heknewheneededtosendtherightmessagetotherightmarketusingtherightmedia.
“Wechoseasuper-targetednichemarketsowecouldexcelatjustonething,”Ricksays.“Wecouldattainhugeefficiencies,andwecouldactuallypredictourprofitsbyofferingonesuper-targetedservice.”
Rickbeganbypicturinghisbestbusinesslife.Hereishowhevisualizedit:
“Iimaginedwhatmyclinicwasgoingtofeellike.Iimaginedpatientswalkinginandgettinga
hugesmilefromourreceptionist,whostoodupandgreetedthembycallingouttheirfirstname.
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Theycouldsitdowninthewaitingroomandhaveacupofcoffeewithotherpatients.They
wouldencourageeachotherintheprocessandsupportandteacheachother.
Ienvisionedstaffwhowouldcomeuptomeandsay,‘Dr.Rick,thisisthebestjobI’veeverhad
inmylife.’
I imaginedpatients sohappyand so emotionally secure inourpractice that theywouldbe
dancinginthehallways.”
RickhiredaconsultanttowritehisfirstGKIC-stylenewspaperad.Ithadhisphonesringingoffthehook.Andherealizedhecoulddomore.
HebranchedoffintolocalTVadvertising.Andherealizedhecoulddomore.
NextwasanationalTVad.Rickusedanationalconsultingfirmtocreatea60-secondad.
“Itworkedfantastic,”Ricksays.“Acouplemonthslater intotheprocess, Irealizedwehadmorecapacity.Wecouldactuallydomore.”
Rick’spracticebegantoofferasecondnichetreatmentforneuropathyofthefoot.
“Ofcourse,wefollowedthatupwitha60-secondneuropathytelevisionad,”hesays.
“Nowwehadapresence for twospecificdiagnoses inouronemajornewspaper.WealsohadapresenceontwoofthethreemajortelevisionstationsinMilwaukee.Ourcompetitorsrealizedwearewillingtospendmorethantheyare.Itkeepsthemoutofourniche.”
Rickandhisstaffofferapersonalizedpatientexperience.Heusesacallcentertosetappointmentssoheandhisstaffcanfocusonrunningapatient-centeredpractice.Itbeginsbeforethepatienteverstepsfootintheoffice.
“When anyone schedules an appointment with us, we send a welcome letter. It’s completelypersonal.It’snotaboutmedicaltreatmentsandallthat,”Rickexplains.
“It’sawarm,fuzzylettersayingwecan’twaittomeetyouandwe’regoingtoprovideyouwiththeexperienceofalifetime.Atestimonialsheetgoesoutwitheverylettersotheycanreadstoriesofrealpatientswhohavebeenthroughourprogram.”
Thepremiumpatientexperiencecontinuesfromthemomentpatientswalkintheoffice.EachnewpatientreceivesagiftbagfilledwithtrinketsandwhatRickcalls“fun,sillystuff.”
“Weactuallyhavea littlekidtoythatwhenyousqueezehim,hestarts laughing,”Ricksays.“It’shystericaltowatchan85-year-oldgrandmaplayingwiththislaughingtoy.Itjustgetseverybodyintheroomlaughing.”
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Rick’swaitingroomoffersmotivational,personalgrowthbooksinsteadofmagazines,newspapers,andTV.Hesaysthisputspositiveenergyallaroundhispatients.Thispositivefeelingisreinforcedwhenpatientsreadtestimonialskeptinathickbinderbythecustomcoffeebar.
Thispersonalattentionresultsinabout86%ofRick’spatientsengaginginarehabprogramthatrequires15to20furthervisits.Fortheother14%,RickusesGKICmethodstostayintouchwithasequenceoffollow-upmarketing.
Thesefollow-upmaterialsincludeRick’sbookonhowtoliveahappierlife(Ricksays,“Ofcourse,Ididwriteabookbecausefor5-1/2years,everymonth,I’vehadthatmessageknockedintomyheaduntilIwascross-eyed.”)Healsodoesatleastmonthlymailings,includinganewsletter.
“Wetakeallthosepatientswhobasicallysaidnotous,andweputthemonourrelationshipbuilderlist,whichmeansthey’regoingtogetamonthlyfollow-upfromus,somethinginthemailatleastonceamonth,untiltheendoftime,”Ricksays.
Forpatientswhocommittotherehabprogram,Rick’spracticesendsalettertotheprimarycaredoctorsoheorshecanfollowthepatient’sprogress.
ThisisgreatreferralmarketingforRick.AllofthesedoctorsgoonhisrelationshipbuildinglistsotheyhearfromRickmonthly“untiltheendoftime”ashelikestosay.Thisisinexpensivemarketingthathasbigresults.
“JustinJanuary,Dr.Chang,oneoftheseprimarycarephysicians,whoIhavenevermetandneverspokento,sentmetwopatientsresultinginatotalof$8,000ofrevenueforus.Forthecostofastamp,”Ricksays.
Newpatientsareputintoasequentialpostcardcampaignthatrunsoverthecourseofthetreatment.
Theyreceiveacongratulatoryboxofbrownieswiththefourthmailingthattheycansharewiththeirfamilyandfriendswhiletheycelebratethesuccesstheyarehavingintheirrehabprogram.ThiskeepspatientsmotivatedandalsofurthersthereachofRick’smarketingmessages.
Thelastcardinthesequenceremindspatientstocomeinforasix-monthcheckup.Ricksaysthisishisfavoritecard.
“So far thismonth,April, I’vegoteightpatientswho’vecomeback toseeus for their six-monthfollow-up.Outofthepatientswhocameback,eightofthemreactivatedintotheprogrambecausetheyfeelbetter,buttheywanttofeelevenbetterthanthat.That’s$16,000ofadditionalrevenuefromonesimplecard!”heexclaims.
Remember,Rickdescribeshimselfasacapitalist,andsohekeepsaclosewatchonhismarketingnumbers.
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“Mymonthlysummarysheetshowsmeonadailybasisandamonthlysummarybasisexactlyhowmanynewpatient callswe get, the percentage of these calls that result in an appointment, thepercentageoftheseappointmentsthatactuallyshowup,thepercentageofpatientsthatshowupwhoare candidates forourprogram,andhowmanyof thesepatientsactuallyactivate intoourprogram.Iseeitallonadailybasissowecantweakthesystemandmonitorit,”heexplains.
Rickisclearlysendingtherightmessagetotherightmarketwiththerightmedia.
“LastJune,wedid$34,000ofproduction.ThefollowingMarch,itwas$750,000.That’sover2,000%growth.InApril,wedid$52,668perday.Amortizingthisoutonaverageforthemonthputsusatover$1.1million,”hesays.“Plus,wehavepatientsdancinginthehallways!”
FromRichSchaefer’ssuccess,itiseasytoseewhyeverythingwetalkabouthereatGKICisbasedonthosemagicalresultsofthemarketingtriangle.
So,let’sdelveintothisconceptjustabitmore.
Therearethreecomponentstomarketingandsales—andwemeanmarketingandsellinganything,anywhere,atanyprice,andtoanyone.
Weallliketothinkthatourbusinessisdifferentorthatwehavecircumstancesthataresomehowunique.Notso.
Everybusinessorpractice—past,present,and future—requiresall threesidesof themarketingtriangletoprosper:
1) Amarketingandsalesmessage2) Amediatodeliverit3) Amarkettoreceiveandrespondtoit
Thesethreecannotbeplacedinanycertainpriorityorsequentialorder,becauseanyonesideofthetriangleisnomoreimportantthantheother,andnonecanfunctionwithouttheother—theyformaclosedtriangle.
Thereareanumberofwaystomakethetrianglepowerless:
RightMessage–WrongMarket–RightMedia
RightMessage–RightMarket–WrongMedia
RightMessage–WrongMarket–WrongMedia
WrongMessage–RightMarket–RightMedia
WrongMessage–WrongMarket–RightMedia
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WrongMessage–RightMarket–WrongMedia
WrongMessage–WrongMarket–WrongMedia(Wecallthisthetrifectaofgettingitwrong!)
Thereisonlyonewaytogetitright:
RightMessage–RightMarket–RightMedia
AndthatiswhatyouwilllearnasamemberofGKIC.Howtogetitright,right,andright!
SUCCESSKEY#8:PARALLELVS.SERIAL
Gettingyourmarketingandsalesright,right,andrightcanbeabitofajugglingact.Ifyoutendtobealinearthinker,thenextstrategyweaddresswillbeastretchforyou—butit’sagoodstretch,wepromise!
Toomanybusinessownerstrytofocusonjustonethingatatime.Theythinkintermsofgettingoneprojectstartedandworkingonit(andonlyit)untilitisdone.Thentheystartasecondproject,andsoon.
LikeeverythingyouhearaboutatGKIC,wedoitdifferently.
Themostsuccessfulbusinessownersintheworldfocusonmultipleprojectsatonetime.Theytakemassiveaction,doingmanythingssimultaneouslyinordertocreatethefastestpossibleresults.
Businessischangingallthetime,andifyouarewaitingfortheperfectcircumstanceortheperfectopportunityoruntilsomethingiscompletedtobeginthenextthing,thenthatnextthingwillnevergetstarted.
Thereisnotimebetterthannowtocreateyourautomaticcustomerattractionsystem,andgetyourbusinessgrowingandyourprofitsincreased.Ifyouwait,chancesareit’sjustnevergoingtohappen.
Successisbuiltinamessykitchen.Thegoodthingisyouwillhaveplentyoffellow“cooks”atGKICtohelpyoualongtheway.Whenthingsgethard,oryou’renotsurewhattodonext,yourGKICcommunitywillbetheretohelpyou.
DanielleKeperlingisamemberourGKICcommunitywhohaslearnedthevalueoftakingmassiveaction.
SheisoneoftheownersofHistoricRestorationsinLancaster,Pennsylvania,alongwithherhusbandandherparents.
Theyspecializeintherestorationof18th,19th,andearly20thcenturybuildings,usingtraditionalmethodsandmaterials.
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Oratleastnowtheydo.Beforetheylearnedthevalueoftargetingtheirbestclientswiththeiruniquesellingproposition,Daniellesaystheytriedtobeeverythingtoeverybody.
“Wedidnotfocussolelyonourniche,andourmarketingreflectedit,”shesays.“Weknewwehadtomarket,butitwasn’tworkingwell.Wewereimplementinghaphazardlyatbest.”
TheKeperlings’problemwithmarketingcouldbetracedtobadadvice.
Theywereunsuccessfulsmallbusinessownerstakingtheircuefromunsuccessfulpeersinsteadoffromthesmartestmarketersintheworld.
“OneofthefirstmarketingbooksIreadwassomethinglikeMarketingforRemodelers,”Daniellesays.“Theiradvicewastolookatwhatyourcompetitorsaredoingandjustdowhattheydo.”
Thisisterribleadviceatanytime,butin2008itspelleddisaster.
ThatwastheyeartheKeperlingsfinishedthelargestprojecttheyhadeverdone.Duringthis18-monthproject,theydidn’tdoanyactivemarketing.
Theyweretotallyfocusedonthedoing.Bigmistake.
Allthemoneyisinthemarketing.Notinthedoingandnoteveninagreatproduct.
“ThebiglessonIlearnedisthatitdoesn’tmatterhowgreatyouareatwhatyoudoifnobodyknowsyoudoit,”Daniellesays.“Wedidn’thaveanotherlargeprojecttogoto,justabunchofsmallones,andthentheeconomycrashed.Alltheworkthatwehadbeguntolineupcanceledinthesameweek.Everybodywasafraidtomoveforwardwiththeirprojects.Theresidentialmarketwasdead.”
Whiletherestoftheeconomywasinarecession,theconstructionindustrywasinatruedepression,with25%unemployment.Danielleknewtheyneedtomakechangesquicklytosurvive.
“Wepivotedtowardpublicprojectsbecausethat’swherethemoneywas,andwelaidoffworkers,”sherecalls.“Weweredowntojustmydad,myhusband,andahelperinthefield.
Weweresearchingforanswers,andIdecidedtogobacktoschool.I’mnotreallysurewhyIthoughtthatwasagoodplan.”
Butsometimesluckfindsyou.
“In2010,IwasworkingonmyfinalprojectformyMBA,andIwasinthebusinesssectionofthelibrary,”Daniellesays.“IcameacrossNoBSMarketingtotheAffluent,andIthoughtmaybeitwouldhelpusmarketourbusiness.Iborrowedit,Ireadit,andthenIwenttothebookstoreandboughtmyowncopy.”
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ShelikedwhatshereadandstartedtorespondtotheGKICmembershipoffer,butapprehensionstoppedher.
“I was going to join, and I started typing in the search box to get the membership offer, andsomethingaboutascamcameupintheautofill,soI’mlike‘Oh!Idon’twanttodothis.’SoIclosedit.”
Danielleishappyshedidn’tletherfearstopherforlong,saying“Iwaitedaweek,andwithoutanyevidencetothecontraryIjoined.”
Shebeganreadingthenewsletterandimplementingsomethings,butnotsystematically.DaniellesaysthebigchangeforhercompanycameaftersheattendedtheFastImplementationBootCampin2012.
“I had been reading the newsletter for two years, but the boot camp started to put everythingtogetherforme,”shesays.“SoIgotbackandIwasreadytoimplement.”
Therestofherfamilywasn’tsosureabouther“crazy”marketingideas,butfortunatelyforthem,Danielledidn’tlistentothem.
Shetookmassiveactionandbeganimplementingmultiplestrategiesatthesametime.
Shedoveintolumpymail,multistepdirectmail,seminars,newsletters,websitemarketing,blogging,socialmedia,andwritingabooktoestablishhercompany’sexpertisewithintheirniche.Shealsocarefullytrackedherresults.
“Oneofmyfirstattemptsatlumpymailwasablueprinttubefilledwithcookies,”sherecalls.“Wesentthemto75peopleat$10each.Wegot$17,500inrevenuefora23to1returnoninvestment.
Thatprojectledtothehomeownershavingagardentourintheirneighborhood,andtheyhandedoutpacketsofinformationaboutustoallthepeoplewhocamethroughtheirhouse,prettymuchsellingustotheircommunity.
WealsohadanarticleonthefrontpageoftheSundaybusinessrealestatesectionthatwecoulduseinothermarketing.”
Danielle used a three-step sales letter to fill seats at a seminar. This strategy was particularlysuccessful.
“Wespentjustunder$1,700,includingtherentalforthehotel.Theresultwas$254,000inrevenuefor151to1returnoninvestment!”sheexclaims.
ButDaniellesaysthemoneywasnotherbigAhamoment.
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“NotthatI’magainstthemoney,”shegrins,“butmybigAhawasthatmymarketingwasworking.NowwhenIwenttomeetingswithhomeowners,theyaskedthreequestions.Twooftheirquestionswereaboutwhatwouldbehistoricallyappropriatefortheirproject,andonlyonewasabouttheamount of thedeposit theywouldneed.Ourpositioningourselves as expertswasworking.Weweren’tgettinganypushbackonprice.”
Daniellehappily reports that their company’s revenuehas increasedbyover300%,despite theeconomy,saying“Theonlythingthatwechangedwasourmarketing.”
Andit’sagoodthingtheydid.
“Myhusband,Jonathan,likestotellastorythathedidn’twantmetodothismarketing,thatitwasn’tgoingtowork,andI’mprettysurethewordcrazywasthrownout,”Daniellelaughs.
“Ijustignoredhim.Idon’tknowifthatmakesmeabadwifeornot,butIwasn’tlistening.Ithinkhe’sforgivenmebecausenowhedoesn’twantmetostopmarketing!”
Asforherdad,Danielleisn’tsureshehaswonhimoveryet.
“He saysmymarketing’s on steroids and thenumberof opportunitieswehavenowgivehimaheadache!”
SUCCESSKEY#9:KNOWWHYYOURCUSTOMERCHOOSESYOUVERSUSANYONEELSE
Whilewe strongly urge you to takemassive action, likeDanielle Keperling did, and implementmultiplestrategiesatthesametimetomarketyourbusinessorpractice,thereisoneareawhereyouneedtoemployalaser-likefocusonjustonething.
AsaGKICmember,youwillcreateauniquesellingproposition,orUSP.
BasicallyyourUSPshouldputyourbusinessorpracticeintoacategoryofone.
Youwanttobeunique,andyouwanttoclearlydefinewhoyouareandwhatyouprovidetoyourcustomers,clients,orpatientsinashortandsuccinctmessagethateveryonecanunderstand.
A lotofbusinessownersarevagueaboutwhat theydo.Theydon’tgive theircustomersaclearreasonwhytheyshoulddobusinesswiththemversusalltheircompetitors.AtGKIC,wedon’tdovague.
Smartmarketersdistinguishthemselvesinthemarketplace.Theygrabtheattentionoftheirbestcustomerswith a USP that cuts through the clutter of the thousand or somarketing and salesmessagescustomersmustfiltereveryday.
• Peoplegethundredsofemailsanddeletemostwithoutopeningthem.
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• Theydrivebydozensofbillboardsontheirdailycommute,andguesswhat?They ignorethem.
• AdsonTV?Fastforwardorclicktothenextchannel.• Adsontheweb?Scrollpastthemorclickthe“x”togetthemoutofthewayofwhatyouare
tryingtoread.
Ifyouwantyourmessagetodistinguishitselfabovealltheothers,youneedtohaveaveryclearUSP.
Auniquesellingpropositionactslikeaflashlightyoucanadjustfromawide,diffusedbeamtoanarrow,laser-sharpone.
It calls out and gets the attention of your best target customers. Your USP gives your clients,customers,orpatientsalogicalandcompellingreasonwhytheyshoulddobusinesswithyouaboveanyoneelse.
WhenyouknowtheanswertothisquestionandcommunicateitclearlywithyourUSP,youwillgainclarityformakingall therestofyourmarketingandsalesdecisionsabouthowyouaregoingtoapproachyourcustomerswithyourmessage.
Mattressseller JeffGiagnocavo’sstorywillbe illustrativehere. Jeffandhisbusinesspartnersell$30,000mattresses.
Letthatsinkinforamoment.
Howdoyougetpeopletospend30,000of theirhard-earneddollarsonamattresswhenyou’recompeting with the national ads from Sealy, Serta, Simmons, and of course Tempur-pedic, allclaimingagreatnight’ssleepatreasonableprices?
Yes,evensomeoftheTempur-pedicretailershavegottenintothe“wecanofferitalowerprice”game.
Jeff’sanswerissimple.Youdon’tcompeteonprice.
Instead,heandhisbusinesspartnercarefullycraftedauniquesellingproposition(USP)thatdefineswhat they offer to their customers, and guess what? It’s not actually a mattress. Here is whatGardner’sMattress&Moreoffers:
“WeareLancasterCountysleepexperts.We’llhelpyouwakeuphappyandpainfree.Withour
uniqueprocess,wefitthemattresstoyourspecificsleepingpostureandsleepneeds.”
“Wakinguphappyandpain free” iswhatgets Jeff’s customers to choosehimoverall theothercompetitors.Hiscustomizedapproachtakespricerightoutoftheconversation.
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Jeffhasalwaystakenasomewhatdifferentapproachtosales.Hestartedoutasawholesalefurniturereprepresentingfactoriestoretailers.
“Boththefactoriesandtheretailerswerecompetingonprice,andwheretheymetinthemiddlewasdownthedraingoingtothebottom,”Jeffsays.“IwaslookingforsomethingsoIcouldgetoutofthattypeofbusiness.”
He attended SuperConferences, became aGKICDiamondmember, and started going to chaptermeetings because “I knew the investment in myself would pay dividends,” Jeff says. “TheSuperConferencewasreallyawakeningmomentforme.”
Heintroducedoneofhisclients,BenMcClure,toPlanetDanduringaSuperConference.Soonafterthat,aseriesofbad-luckeventshelpedpropelthetwointobusinesstogether.
“Twothingshappened,”Jeffexplains.“Firstofall,Gardner’sBedrooms(Ben’sstore)lostitslease.Inthatsamemonth,IwassubjectedtosalesrepsocialismasIliketosay.Afewguysincludingmyselfweredoinggreat,kickingbutt,andtakingnames,andtherestweresuckingitup.Thefactorysaidtomeandsomeotherguys, ‘We’vegottocutyourcommission.’Thecutwas35%ofmyincomeovernight.Isaid,‘Youknow,Ican’tdothisanymore.’”
Amonthlater,BenapproachedJeffaboutopeninganewstore.Ben’sstoreclosedonMarch28,andthenewpartnersgottoworkinGardner’sMattress&MoreonMarch31.TheyopenedtheirdoorsonMay19,withnobusinesscominginandplentyofstart-upexpensesgoingout.
“Wewerethinking,‘Whatintheworldhavewegottenourselvesinto?’Inaquick119dayswehadblownthroughtheremodel.Spent$100,000.Wewereready,butnowwehadtosellsomething,”Jeffrecalls.
ItwastimeforthemtoemploytheGKICstrategiestheyhadlearnedatthoseSuperConferencesandGKICchaptermeetings.Thetwocreatedan11-stepplanthatgotcustomersintothestorereadytobuyaveryhigh-endmattress.
“Step1.Wecompeteinamarketofone,”Jeffsays.“Othermattressstores,theyallcompeteonlowprice.We’reswimminginbluewaterhavingagoodoldtime.We’repurveyorsofpremiumsleepproducts.That’swhatwesell.Whenyou’rereadytoinvestinyourhealthandgetagoodnight’ssleep,youcomeseeus.Wedon’tadvertisebasedonprice.Weadvertisebasedonthebenefitofhowourproductenrichesyourlife.”
Step2isJeff’sUSP,“WeareLancasterCountysleepexperts.We’llhelpyouwakeuphappyandpainfree.Withouruniqueprocess,wefitthemattresstoyourspecificsleepingpostureandsleepneeds.”Thistellshiscustomerswhytheyshouldbuyamattressfromhimandnooneelse.
The USP is reinforcedwhen customers come in to the store. There they find a well-appointed“DreamRoom,”wheretheyareinvitedtobookatimetospendahalf-hourtofourhourstryingout
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themattressthathasbeenfittedtotheirspecificsleepneeds.JeffsaystheirstoreistheonlyoneofferingthisontheEasternSeaboard.
OtherstepsthatJeffandBenhaveemployedtobuildtheirbusiness includeofferingguarantees,writingadvertorials,testimonials,publicspeaking,YellowPages,newspaperads,referrals,directmail, email, social media, mobile marketing with text, lead capture, follow-up sequences, andallianceswithotherbusinessessuchasinteriordesigners.
“Havemultiplefunnelsinmedia,”Jeffadvises.“Don’trelyonjustonething.Whatifthatonethinggoesaway?”
Akeysteptothismarketingduo’ssuccessistheirbook“What’sKeepingYouUpatNight?”Thebookdemonstrates Jeff and Ben’s expertise, and it educates buyers onwhy shopping for amattressshouldn’tbebasedonprice,butratheronhealthandhappiness.Ithasalsoprovidedagreatreturnoninvestment,8.5to1.
Thepartnerstracktheiradvertisingsotheyknowtheyaregeneratingthebiggestimpactfromeverymarketingdollartheyspend.Simpleroadsignsthatdirectcustomerstothestoreactuallygeneratean80to1ROI!
Using the strategies they learned from their investment in themselves as active GKICDiamondmembers,Jeffreportsthattheirgrossprofitmarginsareat52%—whentherestoftheindustryisat43%.
“That’swhatsellinghighcando,”hesays.
JeffandBenareleveragingtheirsuccesswiththeirmattressstoreintoaninfo-marketingbusinessforfurnitureretailers.NowtheyareteachingotherstodomarketingtheGKICway.Marketingbeingtheoperativeterm.
SUCCESSKEY#10:INVESTINYOURSELFANDMARKETINGANDSALES
Smartbusinessownersthinkofthemselvesasbeinginthemarketingbusiness.
• Rather than thinking of yourself as a doctor, consider yourself amarketer of a doctor’sservices.
• Ratherthanthinkingofyourselfasamanufacturer,thinkofyourselfasamarketeroftheproductyoucreate.
• Ratherthanthinkingofyourselfasadoer,thinkofyourselfasamarketer.
Whateveryoudo,youareamarketerfirst.
Nothingstartsuntilsomeonemakesasale.NooneknowsthisbetterthanDr.PhillipYoo.
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Hecanshowyoubeautifulphotographsofhisfamily—wifeAngela,sonDavid,anddaughterCathy.Butheisquicktoletyouinonasecret.
“IwassittingthereatmyfirstSuperConference,andeveryone’slike,‘Oh,perfectfamily,’butifyoupullawaythecurtains,itwasn’treallyperfect.TherewasatimeinmylifewhentheKryptonitegotme,”hesays.“EvenSupermanhashisweakness.”
Asitturnsout,Phillip’sweaknesswashiscareerasachiropracticdoctor.
“It started out whenmy parents toldme, ‘If you just become a doctor, you’re going to have asuccessfulcareer.’Itwasn’tlikethatbecauseIwaschainedtomypractice10to12hoursaday.Mywifehatedme.Icouldn’tplaywiththekids.Iwastootiredfromadjustingpatientsallweek,”Philliprecalls.
Hehadtomakeachange.Hegaveuphispracticeandhiredtwoassociatestorunit.Thisdidn’tendwell.
“Theybasicallyranittotheground,stolemypatients,andstartedotherpracticesoftheirown,”Phillipsaysruefully.“Iwasfacedwithhavingtorebuildmyincome.”
Withthelittlesavingshehadleft,Phillipboughtoutanotherdoctor.This,too,didn’tendwell.
“Tomakealongstoryshort,theotherdoctordidn’tstayaroundforasmoothtransition,”Phillipexplains. “All his patients left, and for thepatients that did stay, insurance startedpulling theirreimbursements.IwassittinginmyofficewonderinghowIwasgoingtopayoffmyAmExbill.HowwasIgoingtopaytherent,letalonethestaffandpayroll?”
Phillip’sstorybegantoturnaroundwhenafriendgavehimabookcalledOutrageousAdvertisingbyBillGlazer.
“At thebackof thebookwas thisoffer fora freenewsletter,”Phillip says. “If youdon’t get thisnewsletter, that’s the first step. Get the Gold newsletter! Then I upgraded to the Diamondnewsletter,whichjustblewmymindaway.Theygiveyoueverythingyouneedtorunasuccessfulbusiness.Thatledmetogetmyfirstproduct,DNAGameChanger.Ididn’thavethemoney,soIthrewitonmycreditcard.”
ThenextproductforPhillipwastheMagneticMarketingToolkit.
“ItgavemeliteralmarketingpiecesIcouldswipeanddeploy,whichmeansyoubasicallywriteyourownmarketingaccordingtothesamplesinthatMagneticMarketingbook!”Phillipexclaims.
Phillipbeganwritingabookandexperimentingwithadvertising.Hefoundthatsomeadsworkedandsomedidn’t,buthekepttryingnewheadlinesandtrackinghisresults.
Hismarketisbabyboomersandseniors,soPhilliptriedthisUSPinaheadline:
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What Doctors and Boomers Do When They Get Excruciating Knee Pain and Can’t Walk, Pick Up the Grandkids or Play Golf
“Thisadlastedonemonth.Itdied,”Phillipadmits.“SoIchangedtheheadline,whichis60%ofthead’simportance.”
Phillipchangedonewordinhisheadline.‘Boomers’became‘Athletes.’
“Thenewheadlinekilledit.Wegota7to1return,”hesays.“WhatIfiguredoutisthatbabyboomersdon’tliketobecalledold.Theythinkthey’re20yearsyoungerandayoungathlete!”
Anotheradbroughtin$78,000inrevenueforaninvestmentof$4,000,a19.5to1return.
“Itdidn’tlast,though,”Phillipreports.“Yousee,withmarketing,youhavetochangeitallthetime.That’swhyyouhavetogotoGKICeventstogetthenewideas.”
Some of the ideas Phillip employs in his advertising include celebrity endorsements, authoritymarketing, and testimonies. He was a treating doctor at the Beijing Olympics, the backstagechiropractorontheBeyoncétour,andhehasworkedwithNavySeals.Alloftheseprovideauthorityandmakehisadvertisingmorecompelling.
PotentialpatientswhorespondtoadvertisingreceiveoneofPhillip’sbooks.Yes,that’sbooksplural.Thedoctorwasn’tsosureaboutbecomingamultiplebookauthoratfirst.
“Iwaslike,‘HowamIgoingtowriteabook?Letaloneabookforeachofmyniches…backpain,nervepain,andkneepain?’”Phillipasks.“Guesswhat?It’sthesamebookwithallthreeconditionsslappedwithadifferentcover.Whosaysyoucan’tdoabookforeachniche?”
Phillip’sbookincludesacalltoactiontogetpatientstocallforanappointment.
Hefollowsupwithnon-respondersthreetimesandthenputsthemintoalostcustomerreactivationcampaign.
AnotherstrategyPhilliplearnedfromGKICispricing.
“The average chiropractor charges $50 per adjustment,” Phillip says. “Our laser treatments are$250,Ichargeforsixprepaidvisitsonthefirstvisit,andIhavea90%closingratio.Iget$1,500inthefirstday.”
Becauseeachpatientisworthatleast$1,500,Phillipcarefullytracksthecallsthatcomeintohispractice.
“Wehavesomanyniches,neuropathy,doctorreferrals,discpainneuropathy,andwecanseewhichadsourceitcamefromandthedurationofthecall,”Phillipexplains.“Ifyoucan’ttrackit,youcan’tgrow.”
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Ifyou’rebeginningtothinkthatPhillipYoosoundsmorelikeamarketingandsalesexpertthanadoctor,you’reright.That’showheviewshimself.
To become a successful doctor, he had to transition from being a doer of the thing he does(chiropracticmedicine)tobeingamarketerofthethinghedoes.
Thisappliestoanybusiness,anyprofession.You’renotadentist,afinanceperson,orarealestateagent.You’reamarketerofdentistry,amarketeroffinancialsolutions,oramarketerofrealestate.
Whenyou’reinGKIC,youareamarketer.
Phillipisreapingthebenefitsofhisnewidentity.
“BeforeImetPlanetDan,Iwasabouttoclosemypractice,”hesays.“Lastyear,wedid$639,000,andI’mintheofficethreehoursaday,MondaythroughThursday.Our12-monthforecast is for$1,014,688.NowIrunthepractice.Itdoesn’trunme.NowIcanhavealifewithmyfamily.”
NothinghappenedforPhillipYoountilhemadeasale.Andtheneverythinghappened!
Whenyoursalesandmarketingbeginstoworkforyou,youwillneedthestrategywe’reabouttoaddressnext.
SUCCESSKEY#11:AUTOMATICSYSTEMSTHATNEVERLETCUSTOMERSANDPROSPECTSFORGET
ABOUTYOU
Atthebeginningofthisprogram,webrieflytalkedabouthowtraditionalmarketingandsalesisdoneina“huntingenvironment.”
Ifyou’veeverdoneanytelemarketingatall,youknowthatthefirstsentencedetermineswhetheryougettostayonthephonewithaprospectoryoulosetheopportunityinthefirstfewsecondsbecausethepersonyou’vecalledhangsup.
Thesamethingistrueinallourmarketingandsalesefforts.Wecallitgoingfromuninvitedpesttowelcomeguestinahurry.
That’swhatwehavetodoifwewantourprospectstochooseus—whichisexactlywhatwewant.
RememberDanKennedy’sstoryaboutthatpestbangingonhisdoor?ThereDanwas,justmindinghisownbusinessandgoingabouthisday,sippingaglassoficedteaathiskitchencounter.
Whenthatpestbangedonthefrontdoor,Danwasonthephonewithaclient.Hewasbusy,andhewasannoyedthatsomeonewastryingtotakehisattentionawayfromwhathewasdoing.
Soheignoredthispestbangingonhisdoor.Hedidn’tgetuptogocheckthedoor,andprettysoonthebangingstopped,exactlyasDanhadhoped.
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Rememberwhathappenednext?That’sright.ThatcrazyguyactuallysnuckaroundtoDan’sbackyardandbeganbangingontheslidingglassdoordirectlybehindDan!
Asyoualreadyknow,whenDanfinallyturnedaround,hewasinforashock.Hisentirebackyardwasonfire,anditwasthreateninghishouse!AsDanrecallsit,youcouldn’tslipasheetofpaperbetweentheflamesonhisgardentrellisandthewoodtrimonthehouse.
Itturnsoutthisguywasnotapestafterall.Infact,hewasanoff-dutyfirefighterwhohadtakenituponhimselftosolveDan’sproblem—aproblemthatDandidn’tevenknowhehad.
Well,wehavetotellyou,allofasuddenthisuninvitedpestbecameavery,verywelcomeguest.
Danwasextremelyhappytoseethisguyinhisbackyard!Thetelephoneclunkedtothefloor,andDanforgotallaboutwhathehadbeendoingthemomentbefore.Thefirebecamethefocalpoint.
WhatifthefirefighterhadhadawaytoslipanoteinfrontofDanfromtheverybeginningthatsaid,“Yourhouseisonfire,andI’mheretoputitout”?HewouldhavehadDan’sattentionrightaway.Hewouldhavebeenawelcomeguestrightaway.
Thisiswhatsmartmarketersdo…theydeviseasystemforbecomingthewelcomeguestintheirprospects’lives.
We’vetalkedaboutdefiningyour idealcustomerandusingthemagicalresultsof themarketingtriangletobuildyourbusiness.
Mostpeoplewouldstopthere,thinking...Great!Igoaftermybestcustomer,client,orpatientusingtherightmessagetotherightmarketwiththerightmedia.
ButsmartGKICmarketerstakeitastepfurther,andthisisthestepthatmakesmillionaires.
Most smallbusinessowners—in restaurants, stores, shops, servicebusinesses, andprofessionalpractices—arestilladvertisingvictims.
Theyarecopycattingtheirpeersandcompetitorsinaclosedcircleofanxiety,frustration,andwaste,gettingerraticandoftendisappointingresults.
Itwasintheearly1900’sthataremorsefulP.T.Barnumwasquotedassaying,“Iknowthathalfofall theadvertising formycircuses iswasted—if Ionlyknewwhathalf!”This fromP.T.Barnum,probablytheshrewdestpromoterofhistime!
Andhereweare,hundredsofyearslater,withtheadventofamassivearrayofadditionalmarketingandsalesmediaincludingtheinternet,yetmostbusinessownersstillsaytheyknowthathalfoftheirmarketingandsalesiswastedandtheystilldon’tknowwhichhalf.
Mostareworriedday-to-dayaboutwheretheirnewcustomerswillcomefrom.
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TheylackCERTAINTY.BecausetheylackSYSTEMS.
WewillguideyouonyourwaytoerasingthewasteanduncertaintyandanxietyandreplacingitwithCONTROL—byimplementingandrunningatrulyeffectivemarketingandsalessystemtofuelyourbusiness.
WhenyoufollowthestepswesetoutforyouinTheGKICMagneticMarketingLifestyleLiberationKit,youwilllearnhowtocreateanautomaticcustomerattractionsystemandhowtouseautomatedsystemstostayincontactwithyourcustomersandyourprospects.
Thesesystemswillmakesureyourcustomers,clients,orpatientsdon’tforgetaboutyou,andtheywillmakeyouawelcomeguesteverytimeyoumakeaconnectionwiththem.
Yes,therewillbeworkinsettingitup,workinmaintainingit,andworkinperpetuallyimprovingitandadaptingittochangingconditions.Butit’ssatisfyingwork.Andmuchbetterpaidwork.
Mostentrepreneursarerunninghardandfastinpursuitofbiggoalsandhugeambitions,butalltoooftentheyaretryingtobuildwithoutblueprintsorthebesttools.
Theyfindthemselvesatwarwiththeworld,sometimesatwarwiththeirownworsthabitsandtheirself-limitingbeliefs.Andmostwagetheirwaralone.
Ifthat’syou,atGKICweknowexactlyhowyoufeel.Andlikeyou,wearenotafraidofwork.
Ifyouhavebig,verybiggoals,wearenotgoingtopromiseyouthere’ssuchathingasmagicdustinajartoreplaceeffort,norarewegoingtodiscourageyoufromdoingtheworktoachieveyourgoals.
Weareknownfor“ThePhenomenon,”showingpeoplehowtoaccomplishmorein12monthsthantheyhavedoneintheprevious12years.Doingsotakeswork,butaswejustsaid, it’ssatisfyingwork—andmuchbetterpaidwork.JustaskShaunBuck.
PeopletoldShaunthathislifewasoverwhenhebecameafatheratage16.Mostadvisedhimto“bailonthiskid.Justgoyourownway.”
“That’snotme.That’snotwhoIam,”Shaunsays.“Ididsomethingalittledifferent.Isteppedup.Iraisedhimwiththehelpofmywife,whocameintothepicturewhenmysonwasthreeyearsold.”
Shaunknewhecouldn’tpayalltheexpensesofraisingachildwithhis$4.25anhourjobplayingthemouseatChuckE.Cheese.
“Again,Ididsomethingalittledifferent.Idroppedoutofhighschool.Thatwasscary.Myparentswerenonetoohappy,”hesays,“butIhadtogogetarealjob.Ineededhealthinsurance.Atage16,IwenttoworkforaregionalelectronicscompanycalledTheGoodGuys,andinmyfirstmonthmade$4,800sellingpersonalcomputers.Iwaslike,‘School?Whoneedsschool?’”
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Actually,Shaundidreturntoschoolandfinishedtwoyearsofcollege—buthequitwhenherealizedhehadmorereal-lifebusinessexperiencethanhisbusinessprofessor.
Shaunwasgainingexperienceandhavingsuccessinthebusinessworld.
Atage21,heleftahigh-payingjobatAT&Ttoopenhisfirstbusiness,ahotdogstandinfrontofahomeimprovementstore.
Overthenextdecade,thisyoungentrepreneurboughtandsoldsixdifferentbusinesses,includinganinformationmarketingbusinessinthedrycleaningniche.
In2011,Shaunfoundedadirectmailcompanythatalsohappenedtosellnewsletters.Hesayshewas“tryingtobealittlebitofsomethingtoeverybody.”
“Bymid-2012,IrealizedIhadtofocus.Thiswasn’tworking,”hesays.“WeweredoingOK.Weweremakingsomemoney.ButIwasn’tgoingtoachievethegoalsIwantedtowithoutfocus.
SoIanalyzedthethreeprimaryproductsthatwehad,andIfoundthat,likeDanKennedysays,therewasahiddenbusinesswithinmybusiness.
Itwasnewsletters.ItwastheproductIlovedthemost.ItwastheproductIbelievedinthemost.ItwassomethingIhadpersonallybeenusingsince2002.”
WhenShaunnarrowedhiscompany’sfocusinSeptember2012toproducingnewslettersforclients,hismonthlysaleswere$25,911.34.
“From October 2012 to December 2012, the decision to focus allowed me to virtually doublebusinessfromabout$25,000to$50,000amonthworthofrevenue,”Shaunreports.
Heemployed21primaryformsofmarketing,including:
• TradeShows • Referrals
• AutomatedIncrementalMarketing • SalesLetters
• HolidayPromotions • OnlinetoOfflineMarketing
• ColdCalling • ClientGifts
• ShockandAwePackages • InterviewsofCelebrityMarketers
• ClientTestimonials • …amongothers
FollowingDanKennedy’sadvice,Shaunsaysheputpeopleonhislistthatwerecompletelycoldandstartedsendingsequentialmailingstothem.
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“Dantoldmeonetime,‘Withyourbusiness,ifaprospectisalreadydoingdirectmail,they’reagreatcustomer for you.’ Therewas no list for that,” Shaun laughs, “sowe had to go and scrape onetogether.”
Withsomanysalesandmarketingstrategiesinplayatonetime,Shaunneededtouseautomatedsystemstokeepeverythingrunningsmoothly.
Forexample,websitevisitorswhoareinterestedinhavinganewsletterproducedcouldoptintoaphonecallformoreinformation.Shaunsayshesawa24%increaseinphoneappointmentsfromthisautomatedsystem.
ShaunusesanotherofDanKennedy’srecommendationstohisadvantagewhenmarketingtoclientswhohappentobeGKICmembers.
“We send out a plaque that says, ‘My single biggest recommendation is to do amonthly printnewsletter,fromDanKennedy.’”
Atlastcount,salesforShaun’scompany,TheNewsletterPro,havegonefrom$25,911amonthto$213,835.75. That’s over $2.5 million a year, and he credits it to using GKIC marketing andnarrowinghisfocustohisonebestproduct.
TodayShaunisabletopayitforward,supportingcharitiessuchasWoundedWarriorandDestiny’sRescue,aswellashelpingtosupportamissionaryfamilywhohasachildwithspecialneeds.
“Mypastortoldmeonetimethat therearepeoplewhoaregoersandtherearepeoplewhoaresenders,”Shaunsays.“Ihavetheabilitytostayhere.Ihavetheabilitytoworkhard.Ihavetheabilitytoearnmoneyandhelpsupportalotofwonderfulcauses.”
Shaunnarrowedhisfocustohisonebestproductandusedautomatedsystemstoimplement21marketingstrategiestosellthisoneproduct.
InShaun’scase,onewasagoodnumber,buttherearetimeswhenitistheworst.
SUCCESSKEY#12:KNOWINGTHATONEISTHEWORST#
Rememberthatoldsong“One is the loneliestnumber”?Well,we liketosaythatonecanbetheWORSTnumber.
Letusshowyouhowtoapplythistoyourmarketingandsales.
Itgoeswithoutsayingthatwealwayswanttoevaluateourreturnoninvestment.Wewantthebestresultsfortheleastamountofmoney,right?
Buttoomanybusinessownerstakethisideaandmakeittheonlythingtheyconsiderwhendecidingwhattypeofmarketingandsalestodo.
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Don’tforget,onecanbetheworstnumber,perhapsespeciallywhenitcomestomarketing,sales,andadvertising.
Whathappensifyoualwayschoosethecheapestmethodofacquiringnewcustomers?Youruntheriskofendingupwithnothingbecausenothinginlifestaysthesame.
Change truly is inevitable. Googlemay change its search algorithm and yourwebsite will stopappearinginsearchresults.OrFacebookcouldchangeitsadvertisingrules.(Actuallythat’sagiven.FacebookisALWAYSchangingitsrules.)
AndweallknowwhathashappenedtotheYellowPages.
Ifyouareusingone(thecheapest)methodtogetnewcustomers,clients,orpatients,youareinadangerousplace.OneistheWORSTnumber.
Instead,youshouldhavemultiplesourcesforbringinginnewcustomers,evaluateeachsourcetomakechangesasneeded,andthenlookatyouraggregatedresultsonaregularbasistomakesureyouareontherighttrack.
Ifthissoundscomplicated,don’tworry!Wewillshowyouexactlyhowtocalculateyourcostperleadandyourcostpersalesoyoucanmaximizeyourresultsanduseamarketingandsalesbudgetthatworksforyou.
SUCCESSKEY#13:FOLLOWTHE“LEAPFROG”PRINCIPLE
Bynowwehopeyouhavedecideditistimetogoafteryourdreams.
Whenyoudo, remember this:Youcan’t sit andwait forothers to recognizeyou.Mostbusinessownersgotowork,keeptheirheaddown,dothebesttheycan,andhopesomeoneappreciatestheirefforts.
ThatisnottheGKICway.
Ratherthanwaitforsomeoneelsetogiveyoupermissiontosayyou’rethebestatwhatyoudo,wewillteachyouhowtousethe“leapfrog”principleandliterallyhopoverthatbarriertoestablishyourbusinessorpracticeasthebestproviderofyourproductsorservicesforyourcustomerniche.
Whenyoudothis:
• Yougettodecidehowyouwanttomoldyourbusiness.• Youdecidehowmuchyouwanttowork.• Youdecidehowmuchyourproductsandservicesareworth.• Youmoldyourbusinessandyourcustomers,clients,orpatientstocreateabusinessthat
servesyou,thatprovidesyourbestbusinesslifestyle.
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Dr.JeffAnzalone,aperiodontistinasmalltowninLouisiana,couldn’taffordtowaitforsomeoneelsetorecognizehisefforts.JefffoundhimselfdrowningindebtbeforeGKICshowedhimhowtoleapfroghiswaytosuccess.
JeffgraduatedfromhisperiodonticsresidencyatLouisianaStateUniversityin2005.
He had great plans. An established practitioner in Jeff’s hometown of Monroe, Louisiana, hadpromisedthisyoungdoctoraplaceinhispractice.Thefutureseemedbright.
“I’dgonetoschoolliterallymywholelife,andIwasreadytogetoutandmakesomebigmoney,”Jeffrecalls. “That’s when the crap hit the fan. I got THE phone call. I wasn’t needed at that groupanymore.Iwentfromelatedtoterrifiedinamatterofmoments.”
Jeff’swife,Rebecca,was in thenext roomwith their crying two-month-old.Thecouplehad justpurchasedahouseandhad$200,000instudentloanstopayoff.
“IlearnedatthatpointI’dbeensolelydependentonthatperiodontalgroup’sknowledgetoteachmethebusinessandmarketingaspectofdentistry,”Jeffsays.
“Now I didn’t have a clue how to go onwithout them. I rememberwalking into the bathroom,shuttingthedoor,sittingontheedgeofthetub,andaskingGodtohelpus.IwasasscaredasI’deverbeeninmylife.”
Jeffdidn’thaveajob,sohedidwhateverhecouldtomakeendsmeet.Thisincludedmowinglawns.
“Iwasthetalkofthetown,”Jefflaughs.“Hey,there’sMonroe’snewestperiodontist,andhe’sactuallyhavingtocutgrasstomakealiving.”
Thiswentonforaboutayear,andthenJeffdecidedtostartaperiodonticspracticefromscratch.
Hewastiredofweed-eatingyards—buttireddidn’tbegintodescribewhathewouldfeelashetriedtogetanewdentalpracticeupandrunning.
“Ifacedalotofcompetitionfromallthespecialistsinmyarea,”Jeffsays.“That,coupledwithmylimitedmarketingknowledge,leftmefeelinglikeanoviceinafieldofexperts.So,whatdidIdo?Istartedhiringmarketingconsultants,aslewofthem.Ispentthousandsandthousandsofdollarsonmarketingthatdidn’tproducesquat.”
Jeff’sluckchangedwhenheranacrossGKIC.
“DanKennedyhasbeenaguardianangelformeandmypractice,”Jeffsays.
Butasitturnedout,Jeff’sguardianangelwouldneedsomepatience.
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“Istartedreceivingallkindsofinformationinthemail,newsletters,swipeanddeployfiles,thisandthat,”Jeffsays,“butIhavetoadmit,Igotallthisfor12,16monthsanddidn’tdoanythingwithit.Finally, Isaidtomyself, ‘Jeff,whydon’tyoujusttakeonethingeachmonthand,asDansays,dosomething?’”
“The first time I had some positive results, I was hooked,” Jeff continues. “I had actually donesomethingwithouthavingtohireamarketingconsultant—anditworked.”
ThiswasthebeginningofwhatJeffdubbedhishustlingcampaigntocompletelyturnhispracticearound.
Hedidn’twaitforsomeoneelsetorecognizehisefforts.HeemployedtheGKICleapfrogprincipleandhoppedoverthebarriershefaced.
UsingGKICmarketing,heestablishedhimselfasatrustedprofessionalinhiscommunity,andashegainedmarketingexperience,hewentontobecomeago-toexpertforotherdentiststoemulate.
This has segued into a coaching business for dentists in addition to a successful periodonticspractice.
Jeff implementedaGKIC-stylemultiplemailingcampaigntoexistingpatients.Healsoturnedhisstaffintoasalesforce,offeringbonusesforgettingpatientsintothedentalchair.Thisonestrategybroughtin$63,000,foranROIof24,000%.
“Nottooshabby!”Jeffexclaims.
An end-of-the-year campaign urging patients to use their dental insurance benefits before theyexpiredallowedJeff’spracticetocollectalmost$20,000,withanROIof40,000%.
DanKennedywassoimpressedwiththiscampaignthathedubbedJeffthe“DocwithHustle”andfeaturedhiminhisNoBSnewsletter.
Jeffalsoused:
• SocialMedia• ReferralMarketing• Newsletters(three:oneforpatients,onefordentalstaff,andonefordoctors)• DirectMail• OfflineandOnlineMarketing• AppreciationEvents• GiftsandDinnersforReferringDoctors(+specialeventsfordentalstaffonly)• ShockandAwewelcomepackagefornewpatients
And,ofcourse,abooktobuildtrust,authority,andexpertiseinhisnichepractice.
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OneofthestrategiesJeffemployeddeservesspecialscrutiny.Ontheadviceofhiscoach,heappliedforajobatWaltDisneyWorldinOrlando!
Jeffwasputtingtogetheraprogramfordentalstaffmembersinhisarea,andhiscoachtoldhimhecouldgainvaluableinsightsintocreatingapositivepracticeculturebygettinganinsider’slookintoDisney.
“Iappliedonlineandwentthroughaseriesofinterviews,”Jeffrecalls.“Iwasofferedaface-to-faceinterview,soIflewtoOrlando,interviewedundercover,andthenputtogetheraprogramfordentalofficesthatreferredpatientstomypractice.
Mygoalwastotakeofficesthatreferredoneortwopatientsayearuptooneortwoamonth;andofficesthatalreadyreferredoneortwoamonthuptothreeorfouramonth.Forofficesthathadneverreferred,mygoalwastogetmaybeoneortwonewpatientreferralsayear.”
Jeff’s referralmarketingeventallowedhim tobreakhisnewpatientmonthlygoal…butyou’reprobablywonderingwhathappenedwiththatDisneyinterview.
“IwasofferedajobworkingattheAnimalKingdomloadingpeopleontotheExpeditionEverestride,making$8anhour,”Jeffsayswithsomepride.“Butmywifewouldn’tletmetakethejobbecauseshebuystoomanybootsandshoesandallthatotherstuff.”
Disneymagicaside, Jeff isstickingwithperiodonticsandhiscoachingbusiness fordentistswhowanttolearnthemagicofGKICmarketing.
“BeforeGKIC,Ihada$500,000practice.Iwasseeingmonkey-see-monkey-domarketing,lookingathowthedentalspecialistsweredoingit,”hesays.
“Now,afterdoingthisfor24months,lastyearwecollectedjustover$1million.Thisyear,we’realreadyon track todoing25%to30%more than that.Thepossibilitiesofwhere I can takemypracticebecauseofGKICareboundless.ThebestpartofthisisIwork24to26hoursaweek,andIcanspendtimewithmybeautifulfamily.”
WhenJeffwenttohisfirstSuperConference,heonlyknewonepersonthere.Todayheissurroundedbyacommunityoflikemindedmarketerswhohelphimtoachievehisgoals.
“IhaveagreatrelationshipwithWalterBergeronandDr.RickSchaefer,”hesays.“IworkwithShaunBuck,TheNewsletterPro,whodesigns,prints,andmailsallofournewsletters. ImetKeithandTravisLeeof3DMailResultsandJerryJones.IworkwithRonSheets,whonotonlyisDan’sgo-toAV guy but knows just about everything there is to acquiring and using testimonials in yourbusiness.IattendedanROIeventputonRichardSeppala,andIgottomeetDr.CharlieMartin.
IfIcandothis…aredneckfromLouisiana…anybodycandothis.”
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SUCCESSKEY#14:GENERATINGTHEBIGGESTIMPACTFROMEVERYADVERTISINGDOLLAR
YouprobablynoticedthatJeffAnzaloneknowstheROIofeachmarketingstrategyheuses.It’soneofthereasonshehasbeensosuccessful.
Oneofthebigdangersinattractingnewbusinessisspendingsomuchinthepursuitthatyouwinthegameandstilllosemoney.
What we call lazy and passive advertising, marketing, and sales—like renting billboards andrunningads—isexpensive.
It is importanttobalancethenecessarybutexpensiveadvertisingyoudowithmuchlowercost,activemarketingandsalesusingthestrategiesyouwilllearnasaGKICmember.
Maybedentists are particularly attentive to details, but here’s another dental practitionerGKICmemberwhopayscloseattentiontohisROI:
Dr.DustinBurlesoncomesfromafamilyofdentists,12tobeexact.Hespecializesinorthodontiaforallages.
“Weputthedaysindysfunction,soifyouwanttositaroundadysfunctionalfamily,sitaroundatableof12dentistsatThanksgiving!It’sawonderfulconversation,”helaughs.
Likethetypicalspecialistinthedentalprofession,Dustinspentoveradecadegoingtoschooltolearnhowtodoorthodontia—andnothingaboutmarketingorrunningabusiness.Hestartedhispractice$1millionindebt,buthewasdeterminedtomakeitinhischosenprofessionbecauseitcanchangepeople’slives.
“Thefirstthingyouseewhenyoumeetsomeoneistheireyesandtheirteeth,”Dustinsays.“Ilearnedveryquicklyafter10½yearsofstudythatIcanchangesomeone’slifebychangingandtransformingtheirsmile.”
Soonthedoctorwasworkingsixdaysaweek,andyes,hewaschanginglives,justnothisown—atleastnotforthebetter.
“Iwasworkingwaytoohard,”Dustinadmits.“In2009,mywifesatmedownandsaid,‘We’reeithergoing to sell this thing or we’re going to file bankruptcy because this lifestyle you’ve built isridiculous,andit’snotworking.’”
DustinbegansearchingforsolutionsandcameacrossabookbyDanKennedyinhislocalbookstore.
This ledhimtohis firstSuperConference,andheembarkedona12-month journeytobuild thebusinesslifestyleheandhiswifecraved.Hetookmassiveactionandgotmassiveresults.
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“WhenyoutakemassiveactiononwhatyoulearnattheSuperConference,youcantotallytransformyourbusiness,”hedeclares.“Youcantotallytransformyourlife.”
ThefirstthingDustinlearnedheneededwasauniquesellingproposition.Buthecouldn’tcreateaUSPuntilheknewwhathispatientswanted.Dustinsaysheborrowed,rented,andstoleeverylisthecouldfindandsurveyed15,000parentsinhiscity.Heaskedquestionslike“Inlookingforanorthodontist,whatwasyourbiggestfear?”and“Whatwasyourbiggestfrustration?”
Usingwhathelearnedfromthissurvey,Dustindevelopedanavatartorepresenthisbestpatient.
“She’samomwho’sgottogettosoccerpractice,andgetfoodonthetable,andgetbacktowork,andgetthekidsbackinschool,”hesays.
Thinkingaboutthismom,DustincreatedhisUSP:“YoucangetbracesorInvisalignwithoutmissingworkorschool,guaranteed.”
JustdoaquickGooglesearch,andyou’llfindtherearealotofdentistsandorthodontistsinyourtownand inevery town.Dustin foundaway tomakehisUSPuniqueandattractive inahighlycommoditizedniche.Hispatientsdon’tjustbuybracesinhisoffice;theybuyamembershiplevel,andthereturnoninvestmentishuge.
“We’resellingthisasanupsell,asapremium,”hesays.“Wesellthisfor$2,000morethanmostofourcompetitorssellbraces,andtheresultsarewewentfromzeropatientsto7,500activepatientsinourpractice.”
Infact,Dustin’spracticehasgrownfromonedoctortofivedoctors,andonestaffmemberto35staffmembers.
“IgotoutofthebusinessofdoingwhatIdo,andnowImarketwhatIdo,”hesayswithsatisfaction.
Thefoundationofthismarketingisansweringpatients’mostpopularquestions.
Dustintooktheanswerstothesequestionsandcreatedthecontentforhismarketingpieces,whichinclude:
• Three-stepcampaigns• Directmail• 3Dor“lumpy”mail• Websitesforeachsub-nichewithinhispractice(examplesareseniors,children,teenagers,
bridesandgrooms,Invisalign,bracesontheinsideoftheteeth,etc.)• Webinars• Seminars• Events• Shockandawepackages
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…andthenumberoneauthority-builder:Dustin’sbooks.
All of this allows Dustin’s practice to sellmembership levels that go anywhere from $7,000 to$22,000foranentirefamily.Nowthisdentistwhostartedout$1millionindebthasapracticethatpullsin$2.5millionayear.
“Whenapatientsitsdownwithus,we’renottalkingaboutifthey’regoingtopickstandardbracesorInvisalign,we’retalkingaboutwhatlevelofmembershiptheywant,”Dustinexplains.
“Thisconcepthasmadeusmillionsofdollars.Ithastotallychangedhowwepresenttreatment,anditpissesoffeveryotherorthodontistinKansasCity!AndI’mOKwiththat.We’resellingadifferenttypeofservice,andwe’resellingitatapremium.”
DustinsayshereplicateseverythingheseesatGKIC.
“We’reofferingVIPpackages,”hesays.“GKICelevatesyoutotheDiamondlevel,andwewanttoelevatepatientstotheVIPlevelinourbusiness.We’rereplicatingthingsweseeatGKIC,andit’sworkinglikecrazy.”
DustinknowswhatisworkinginhispracticebecausehecarefullytracksresultsandknowstheROIforeachmarketingcampaignheimplements.
For example, his landing page that offers his free book captures 60-70% of people in his localmarket.Oftheprospectswhocomeinforanewpatientexam,hecloses90%.
Theindustryaverageisonly55%,andthisindustryisshrinking.Orthodonticsingeneralisdown40-45%,butsmartmarketerslikeDustincanbucktrendsandthriveinalleconomicenvironments.
Whileheusedtohave15%ofnewpatientscomingfromreferrals,nowit’sover60%.
Heusesaninexpensivemethodtokeephiseyeonresults.It’sasimplecorkboardthatcoversawallinhisoffice.
“Youhaveallthemarketingpiecesyou’redoinguponthewall,andyoucanmovethemfromdo,doing,done,”Dustinsays,“Thissimpleideacostsyoulessthan$500andcantotallychangeyourbusiness.Trackyourresults!”
Twelvemonths,$2.5million.How’sthatforresults?
“BeforewestartedwithGKICwedidn’tevenknowwhatmarketingwas,”Dustinsays.“Thisstuffcanchangeyourlife;it’llmakeallthedifference.”
ForDustin,partofthisdifferenceisbeingabletopayitforward:“We’vedonatedmorefreecaretokidsthatneedbracesbutcan’tafforditthananyotherdoctorinthecountry.We’vedonatedmoreincashdonationsinmycommunitythananyotherdoctor,”hesays.“That’snotformyappreciation;
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I’mnotbragging.I’mjustsayingthatthisiswhatyoucandowhenyouhavepriceelasticity.Youcantakeyourbusinessandbuilditouttoitsfullpotential.”
Dustinhasgonefrombeinga“doer”oforthodontiatobeingamarketeroforthodontia,andhesaysthisnewmindsethasmadeallthedifference.
“One of themost significant changes in our businesswasme going from this shy orthodontist,technicallyoriented,alwaysaboutthedoing,alwaysaboutthemillimeters,”hesays,“andgettinginto lookingat abigger vision tohelpour employees, tohelpour referringdoctors, tohelpmyassociatedoctors,tobuildabiggervisionforthem.”
DustinBurleson’smarketingandsalescorkboardhelpshimtokeephiscostsincheck.
While many of the most successful small businesses in the world successfully advertise innewspapersandmagazines,onradio,andonbroadcastandcableTV,thesehavecostfactorsthattripupmostsmallbusinessesbecausetheydon’ttracktheirresults.
Theyaccepttheiradsalesrep’sadvicethatyou’vegottogetyournameoutthere.
Mostbusinessescanbenefittremendouslyfromthemorecontrolled,targetedprocessoftrackedandmonitoredadvertisingthatweteachatGKIC.
Dustinwill tell you thathe surehas!Whynot letus teachyouhow to track the resultsof yourmarketingandsales,evaluateyourreturnoninvestment,andONLYchoosemarketingandsalesthatistrackableandaccountable?
Alotofstrugglingbusinessownerswilltellyouthattheydon’tknowwheretheircustomersarecoming from or which of their marketing and sales activities are the ones generating theircustomers.
Thesmartestsmallbusinessownersintheworldknowexactlywhichcustomersarecomingfromwhichmarketingandsalessources.
Smart business owners create tracking systems so they’re able to carefully document whichmarketing and sales generated their customers so they can hold each strategy accountable forgeneratingresults.
Smartbusinessownersonlyusemarketingandsalesthatgeneratesresultsfortheirbusiness.
Ifamarketingandsalesapproachoranadoraneffortcannotbetracked,thenasmartbusinessownerwon’tuseit.
Thisincludestheso-calledbrandadvertisingthatalotofbigbusinessesdo.HugecompanieslikePepsi,FedEx,andGEICOcanaffordtodobrandadvertisingaspartoftheiroverallmarketingandsalesstrategy.
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Butthistypeofadvertisingcannotbetracked,andthusitisnotsomethingthatGKICmembersandthesmartestbusinessownersfocuson.
Instead,wewill show you step-by-step how to createmarketing and sales systems so you canmonitortheresults,trackyourprogress,anddocumentwhereyourcustomers,clients,orpatientsarecomingfrom.
Youneedtoholdyourmarketingandsalesaccountableforgeneratingyourreturnoninvestmentforyourbusinessorpractice.
What you learnhere atGKIC takes the guessworkout of yourmarketing and sales, takesmereopinionouttheequation,andgivesyouthecold,hardfactsyouneedtomakethesmartestdecisionsforyourbusiness.
SUCCESSKEY#15:PERSONALDEVELOPMENT/LEARNTOBEAGREATCOPYWRITER
Nowwe’reabouttotellyousomethingthatyoulikelydonotknowandprobablywon’tbelievewhenwesayit.Butit’strue.
YOUareyourbestcopywriter.
Don’tbelieveit?Youshould!Andhere’swhy.
TheWORSTpersontocreateanadvertisementforyouistheadreporanyoneelsewhoworksatthenewspaper,magazine,radioorTVstation,oranyotherplaceyouplantoadvertise.TheirgoalsareNOTyourgoals.
Copywritingisavaluableskill.Noticewesaidskill.Thismeansitissomethingyoucanlearntodothroughpractice.
Weurgebusinesspeopleandentrepreneurstodeveloptheabilitytowritegoodadvertisingcopy.
Therearetwomainreasonsforthis.
• First, it’s very costly to have your advertising materials written by a good professionalcopywriterorconsultant.Forexample,weknowconsultantswhochargebetween$10,000and$75,000anduptowritethecopyforamulti-piecedirectmailpackage.
• Second,nomatterhowmuchyoupaytogettheverybestoutsidehelp,noonecaneverhavethesamefeelforyourbusinessandyourclientelethatyoudo.YOUhavethesecretsaucewhenitcomestowritingadvertisingcopyforyourbusinessorpractice.Nooneelsedoes!
Andwhatyoumightthinkyoucan’tbringtothetablerightnow—well-honedskill—wewillteachyou.
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Youwilllearnhowtocraftyourmessage,formatyourmessage,andusegraphicelementstoattractcustomerstoyoulikeamagnet.We’llshowyouhowtowriteattention-grabbingheadlines.Howtousephotostoyouradvantage.Andwe’llgiveyouthe14bigsecretstowritingadvertisingcopythatworks.
Whenyou’redonewithTheGKICMagneticMarketingLifestyleLiberationKit,you’llbeabeliever.YouAREthebestcopywriterforyourbusiness!
Andthere’sanotherroleforwhichyouaretheBESTforyourbusiness.Youandonlyyoucancoachyoursalespeople(oranyotheremployees)totheirtopperformance.
Ifyouhaveemployees,youhavepeopleproblems.That’sjustafact.Peoplearepeople,andatanygiven timeyour employees canbe going through something thatwill negatively affect their jobperformanceandproductivity.
Thingslikethese:
• Fearsandinsecurities• Laziness• Depression• Personalandfamilyproblems• Financialproblems• Healthproblems• Automobileproblems
We’resureyoucouldaddtothislist.Allthesethingsbecomefactorsthatcanaffectyourbusinesswhenyoumarketthroughsalespeople.
The GKIC Magnetic Marketing Lifestyle Liberation Kit will not only help you become a bettermarketer,itwillhelpyoumotivateyourstafftofollowinyourfootsteps.
PUTTINGYOUINCONTROL
GKIC’sphilosophicalbeliefs,practicalstrategies,andthetoolboxweprovidewillputyouintotal,complete,iron-fisted,successfulCONTROLoftheoutcomesinyourlife…yourbusinessorpractice:
• YourquantityANDqualityofcustomers,clients,orpatients• Thebehaviorofyourcustomers,youremployees,yourassociates,andyourvendors• Yourincome;yourwealth;andthewayyoumakeyourmoney,spendyourtime,andenjoy
yourlifestyle
WeofferyouCONTROL,nothope,notwishing,notrandomchance,notanxietyandinsecurity,notcompromiseandexcuse-making,notshrinkingambition.
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OneofMurphy’slawssaysthat“Everythingtakeslongerandcostsmorethanoriginallyprojected,”andwe’reafraidthat’strue.
Butwebelieveit’stheroleoftheleaderofthebusinesstopush,push,andpushsomemoretokeeptheelapsedtimebetweenimpulseandimplementationtotheshortestpossiblenumberofminutes.
Wereallybelieveinthetimemanagementconceptthatsaysworkexpandstofillthetimeavailable,andthatprinciplewillkillyouifyouaren’tcareful.
It’sthepositivepressureoftightdeadlinesandhighexpectationsthatkickabusinessintohighgearandkeepitthere.
Oneofthemostimportantlessonswehavelearnedfromrestoringtroubledbusinessestohealthisthattrendsrarelyreversethemselves.
Trendsdon’t changeby themselves;people change trends.Waiting,procrastinating,ordelayingactiononaproblemoranegativesituationisnotalmostalwaysanerror.ItisALWAYSanerror.
Problemsdonotimprovewithage,nordotheygoawayontheirown.
AtGKIC,wepursueexcellence,andwehaveabiasforaction.Actionappliestonegativeaswellaspositivesituations,toreactiveaswellasproactivebehavior.
Whenyougetthefirstglimmerofsomethingnotbeingrightinyourbusinessorpractice,that’sthetimetolookcloserandtotakecorrectiveaction.Somebusinesspeoplespotthetipofaproblemandchoosetoignoreit,thinkingtheyhaveenoughtohandlealready,sowhygolookingfortrouble.
WeunderstandthatthesymbolintheChineselanguagefortroubleandcrisisisthesamesymboltheyuseforopportunity.Thisshowsincrediblewisdomontheirpart.
Mostofthesignificantimprovementsinourbusinessesarebyproductsofproblemsthatreartheiruglyheads,oftenattheworstpossibletimes.
In “Think andGrowRich,”NapoleonHillwrote “in every adversity lies the seed of an equal orgreateropportunity.”That’s an idea that canhelp everybusinessbemore successful andeverybusinesspersonbemoreproductive.
It’safunnythinghowcloselyrelatedfailureandsuccessare,andhowfailureisusuallytheincubatorofasubsequentsuccess.
Mostbusinessproblemshavemarketingandsalesrelatedsolutions.Tobeverysimplistic, salessolvesmostproblems.
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Lesssimplisticbutvalidinourexperienceisthatthesuccessofabusinessiscloselyrelatedtohowmuchtime,energy,andmoneyitsleaderscandirecttomarketingandsalesversushowmuchisconsumedbyinternalproblems.
Younotonlyneedabiasforaction,butyouneedabiasforsalesinyourbusiness.Abiasforsellingisadeterminationthattheotheraspectsandresponsibilitiesofrunningyourbusinessorpracticewillnotbeallowedtogetinthewayofthemarketingandsalesprocess.
Developingandimplementingsuccessfulandeffectivemarketingandsalesstrategiesiscertainlyoneofthemostenjoyableandexcitingfunctionsofbusiness.
By itself itwon’tguarantee the successofabusiness,but it certainly isahugestep in the rightdirection.
Wehopethatwe’vesucceededinhelpingyouseethatyouareonthevergeoflearningexactlywhatyouneedtodotoachievethenextbigbreakthroughinyourbusinessorpractice.
WehopeyouareexcitedtodiveintoTheGKICMagneticMarketingLifestyleLiberationKit.Butit’sreallyuptoyou.
Basedonwhatwehaveseenthousandsofshopowners,doctors,lawyers,plumbers,andjustaboutanytypeofbusinessownerdoafterhearingaboutMagneticMarketingandwhatitcandotocreateasuccessfulbusinessorpractice,wethinkyouhavethreechoices:
• First,youcanstickyouheadinourdoor,lookaround,inhaleonceortwice,recoilinhorror,and then run like thewind back toward amore comfortable place, toward a place thatappearstobesofter,gentler,kinder,lessdemanding,andlesschallenging—probablyvisitingonesuchmirageafteranotherforyearstocome,justasyouhaveintheyearspast.
It’syourchoice,andit’sOKwithus.Thisiswhywegiveyou90days,plusninetrainingsasameansofgettingyouquicklyacquaintedwiththeGKICwayofdoingthings.
• Second,youcanhangaroundabit,butremaincasualaboutit.Youcanwanderaround,cometoaFASTImplementationBootCamp,samplejustalittlebitofthis,a littlebitofthat,allwhilelettingyoureyeswanderelsewhereaswell,stillhopingtospotasofterspot.
Ifyoudothis,youmaypickupafewthingswithouttrying,maybeenoughtosurpriseyouwithresultsthatmoveyoufromcasualandcurioustocommittedanddeterminedoversomespanoftime.
That’sfinewithus,too.Wethinkyouwillfindthatweareamusingandentertaining,whileprovidingyouwithcutting-edgetoolsandresources.
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Our founder, DanKennedy, is fascinatedwith the absurdities and the ironies in life andenjoyssharingthemintheNoBSMarketingLetter…thingsliketheyoungladysointentontextingwhilewalkingthatshe felldownanopenmanhole inacitystreet—somethinghelikestocallaDarwiniancontributiontosociety;ortheownerofseveralrestaurantssufferingduring the recent recessionwho advertised the “Be a restaurant owner for a weekend”experience,offeringthosecuriousorinterestedinhavingtheirownrestaurantsthechancetoworkateveryjobinhisrestaurantswithoutpay—andpayinghim$1,000fortheprivilege!
Thisguymadeover$30,000innetprofitsinjustshyofsixmonthsusingthisHuckFinnishgambit,somethingDanconsidersinstructional.
Lotsofmemberssaytheycan’twaittohearaboutDan’snextadventure,hearhisnextrant,readabouthisnextodd-balldiscovery.YouwillhavefunhereatGKIC—unlessyouaredullandincapableofhavingfun.
• Orthird,youcantakeallthisveryseriously…Wepromiseyou’llstillhavefun,butbasicallyyou’rereadytogotowork.
Gotoworkatgettingup-to-speedasquicklyaspossible,atunderstandingandusingeveryresource,atfindingandimplementing;findingandimplementing;findingandimplementing.
Atfirst,you’lldothisworkandseesimpleresults.Soonyou’llseebigger,moreextensive,and hugely expansive business and life transformations. We won’t lie; you will need todedicatesometimetoit,youhavetogivethoughttoit,youhavetofocusonit,youhavetoworkatit.
Butitcanquicklyleadtobetterandmoresatisfyingworkthanyou’redoingnow.Andmuchbetterpayingwork.
Shouldyoumakethewisechoice,theonethatsmartbusinessownerschoose,andarereadytomovequickly—you should immediately register and attend the next FAST start implementation bootcamp.Youcanfindallthedatesandlocationsatwww.GKIC.com/bootcamp.
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