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JAN 2023 Log In to the Members Area to Access All of Your Bonuses Go to www.MagneticMarketing.com/login or scan the code. Are “Snooze Offers” Killing Your Sales? How To Create HOT Offers That Ignite Passion In Your Customers To Buy NOW! Inside this issue: How To “Bless” Your Upsells For Higher Average Cart Value Instantly by MARTY FORT | PAGE 4 The 10 MUST-HAVE Components Of A Great Offer That People WANT! by DAN KENNEDY | PAGE 8 Why “New & Improved” Is Stupid... And Why It Works Like Crazy For Any Offer Regardless Of Industry An Interview with Dan Kennedy And Jim Edwards How To “James Bond” Your Customers Into Becoming Die-Hard Fans ‘‘Make Me An Offer’’ by Dan S. Kennedy pg #8 Member Spotlight: Jerome Lewis by Darcy Juarez pg #21 ‘‘Fax’’ From The Past by Dan S. Kennedy pg #19 Q&A With Dan pg #10 Secrets From My Swipe File by Mike Schauer pg #29 Magnetic Marketing In Action by Darcy Juarez pg #25 Copywriting Secrets: Treat Your Offer Like... by Jim Edwards pg #27 Featuring Dan Kennedy, Founder of Magnetic Marketing JAN 2023 Dear Magnetic Marketers, I want to welcome you to year two of the new NOBS letter! The past 12 months has been so much fun as I’ve had a chance to not only dive deep into the Dan Kennedy archives, and mine out gold for myself and for our members, I’ve also had a chance to spend hours, learning directly from Dan on phone, in person (and of course, through fax.) It’s been such a special year, and it’s been so fun to see a new generation of entrepreneurs get introduced to Dan and his work. As we are moving into year number two, I wanted to be able to spend more of my personal time applying the lessons I’ve been learning from Dan to continue to grow my two core companies, ClickFunnels, and Magnetic Marketing, but to be able to do that, and to really focus, I needed some help. I knew that for Magnetic Marketing and the NOBS letter to really grow, I needed to find someone who would help us to connect Dan’s timeless teachings with the businesses who are starting to adopt his trainings today. During my visit to Cleveland to meet with Dan, I asked him if there was some that he could recommend who: 1st) Knew Dan’s marketing and business philosophies… 2nd) Had applied these philosophies (ideally in both a traditional business as well as an information marketing style business) 3rd) Could write in the newsletter to better connect the dots for members 4th) Could help run larger, Dan Kennedy events… 5th) Could help facilitate mastermind groups, and more… H O W T O C R E A T E H O T O F F E R S T H A T IGNITE PASSION IN YOUR CUSTOMERS TO BUY NOW! 4 NO B.S. MAGNETIC MARKETING LETTER Basically, I wanted to try to find someone who could step in and do for our community what Bill Glazer did for it in the past, when I first joined as a member. After asking Dan if he knew anyone, he quickly said, Marty Fort. “He’s your man. He has been a private client for over a decade. He has built a very successful business using Kennedy marketing for his music schools, but has also used them to launch a very successful info product business teaching other music school owners how he did it! He’s one of the only people on this planet that I would trust with this responsibility.” Over the next few months I got to know Marty, and have been SO impressed with him. I’m so excited to announce that over the next 12 months (and hopefully a lot longer), he is stepping into this role to help your business grow using Kennedy style marketing and management styles. You will start seeing Marty involved a lot more inside of our business. You’ll see him at our BIG live events (more info coming VERY SOON!). You’ll see him in our new mastermind groups and more! But, most importantly (for today) you will see him starting to write the opening monology for the NO B.S. letter moving forward. As Dan said, there is no other person better on this planet to help you on your journey here inside of planet Dan, is Marty. I’m so excited to be able to bring him to you through the newsletter this month. With that said, I’m going to pass off the rest of this introduction to Marty. Welcome Magnetic Marketer! I'm so excited to have this opportunity to work with you each month through the NO B.S. Magnetic Marketing Letters. We’ve got amazing upcoming events in the works (and I mean BIG events!), as well as new mastermind groups that I’ll be leading and more. This is truly the start of a new era for the Magnetic Marketing and ClickFunnels communities. First, I want to give very special thanks to Dan and Russell. I was at Funnel Hacking LIVE in Orlando last September and was blown away by the quality, size, and scope of the event. Without a doubt, I can see that event in the future growing to 10,000…20,000… or more in attendance in arenas, so be on the lookout! As you may know, I've worked as a private client with Dan since 2009 (going on 14 years now!). I have co-authored a book with him, Why Advertising Fails, spoken at GKIC / NO B.S. events, been on Gold and Diamond calls (also with Bill), and hosted events with him as a keynote speaker. Years ago at one of Dan’s masterminds, in front of a room of top performers, Dan said, “You know, Marty, the thing about you is you .” So I think that's a primary reason I've ended up here in this new exciting role to help support and grow this community. get s**t done 5N E W S LE TTER Then there’s Mr. Russell Brunson. I want to thank him for trusting me with this opportunity, which I take very, very seriously. Our meetings this year have been amazing. His energy is contagious and he’s a true visionary. I am certain that with his team and the Magnetic Marketing crew we are going to take this community to an all-time high. What does that mean for you? I’m dedicated with laser focus on building a bridge between ClickFunnels and Magnetic Marketing. It’s a powerful connection bringing you the best tools to improve your business, online or offline. Whether you are new to owning a business, long in the game, brick-and-mortar, or info marketer, we’ll show you how to… • Get more customers / clients. • Increase your sales. • Improve retention and referrals. • Get better at time management. • Take your life and your bank account to a whole new level that FEW achieve. If you don't know my story, I’ve been a musician for pretty much all of my life. I started playing guitar at a very young age, went to university and got a degree in music, and became a professor of music. Then I started running music lesson businesses. Today, they earn over seven figures annually. I own the buildings for each. Following the tried-and-true Dan Kennedy path, I became an info marketer. Since 2008, I have created the largest coaching program in the world for music studios and music school owners. A few years back, I even played onstage with Kirk Hammett from Metallica with the Columbia Arts Academy teacher band at his art exhibit! I was just one foot from him as we rocked out UFO’s “Too Hot to Handle.” This was no rock-and-roll fantasy camp pay-to-play—this was an organic gig that I will never forget! My coaching company holds annual events at major properties such as Walt Disney World and The Guest House at Graceland, and in major cities such as New York, Los Angeles, and Cleveland. I give Dan Kennedy books to all of my new members, and then I show them the proprietary systems I’ve built off of Dan’s teaching. It’s not swipe and deploy, as that’s a practice Dan and I don’t endorse. Hear me out: verbatim theft is not cool and has consequences. But there are a lot of ways to build a brick-and-mortar or info business with ETHICS, and as Dan has always told me, to be “clean as a whistle.”This can be an example of yours or one that you come across. You just might be featured in an upcoming NO B.S. Magnetic Marketing Letter. Copywriting Secrets by JIM EDWARDS Treat Your Offer Like The Most Amazing Party Invitation Ever Made Many people think of their offer as a giant stack of stuff the customer will get after pulling the trigger and buying. They often see bulk as the determining factor that will persuade people to buy instead of making the offer in such a way that it becomes truly irresistible. On the flip side, thinking about your offer as the perfect party invitation just might be the angle that helps you stand out and make a LOT more sales. Here's what I mean. Let’s say I was having a party. There are two ways I could invite people: 1. The way everyone else does it 2. The smart, irresistible way First, I could say to a friend of mine, “Hey, I'm having a party. Come on over!” They might show up. They might come late. They might not show up at all. None of the outcomes should be surprising because it wasn’t a very com- pelling invitation. If they already really wanted to go to a party, and they really didn't care what kind of party it was, and they weren’t doing any- thing else important (like laundry or clipping their toenails), then a few people would show up… despite the fact that my invitation rates one step above benign neglect! 28 NO B.S. MAGNETIC MARKETING LETTER But what if I invited you to my party in a way that made it feel like something out of a fairy-tale or a James Bond movie? What if I sent you an engraved invitation delivered by someone wearing white gloves and a crisp, tailor-made, black suit? What if they arrived in a spotless limo, walked up to your door, and literally handed you the invitation on a silver platter? Then when you opened the invitation, it was on gilded stationery and it read like this: Dear Bill, I'm having the ultimate party at my waterfront estate next Saturday, and you're invited! I have hired the most amazing band to play the exact music I know you love. We're serving your favorite food, cooked to perfection by a world- famous chef. I've taken the liberty of providing you with a suitcase filled with the perfect party clothes and accessories made to your specifications. This will ensure you have everything you need to enjoy yourself. All you have to do to accept my invitation is say the word to my messenger standing before you, and they will hand you the suitcase. Then next Saturday at precisely 4:30 PM, this same messenger will arrive with a brand-new limousine to whisk you to the party. Once you arrive, you'll receive an amazing swag bag filled with items that would make even the Oscar gift bag goodies look like they came from a dollar store. I will greet you personally at the front gate and escort you into the party myself. I'll make sure you get a drink, and stay with you until you have met all the important guests. Understand that I will only leave your side when you tell me you're comfortable on your own. Throughout the party, I’ll check in with you to make sure you're still having a great time. Anything you want, we'll make sure you get it. At the end of the event, you'll have the option of coming to the star-studded after-party, where we’ll continue the festivities and networking. When you're ready to go home, I’ll have my messenger whisk you away in our limousine and deliver you back to your front door. At that moment, they will present you with an after- party gift bag filled with mystery items that will blow your mind. So what do you say? Want to come to my party? Now THAT is a party invitation. Moral of the story? We need to put the same care and attention into making an amazing offer as we do into the actual thing we're selling. Too often, that invitation—that transition between the content or copy to the actual offer itself—is an afterthought. It is not given the attention it deserves. Yet in many ways, other than the hook at the beginning of the copy or content, this invitation to the offer is the most critical piece of copy we write (or speak). That is the part where we actually invite people to make a decision about that offer. So if you're looking to increase your sales and set your offers apart, STOP thinking about selling and START thinking about inviting your customers to do something they already want to do, like go to a party! Your job in the invitation is to explain why the party you're putting on is the only one in town worth going to. Do that and your fun, satisfaction, and sales will immediately improve. 29N E W S LETTER Secrets From My Swipe File by MIKE SCHAUER Reverse-Engineered Marketing Examples From The Founder of The Internet’s Most Extensive Swipe Archive From The Swiped.co Research Laboratories | Weehawken, NJ Case File #1: The 7-Figure Invisible Offer Imagine this: You’re raking it in with a new service, which is performed completely in private, away from customers. They never know if you delivered on the service since they receive nothing physical in return or any visual representation that it occurred. What service do you think this might be? Before you answer, I want to mention that this type of offer has been successfully sold for decades! Several of my family members have paid for it, and you might know someone who does. The service, interestingly enough, is something that in certain situations, you might scoff at paying for, but when sold in a particular way, it seems completely normal. This very interesting service is...performing a blessing or prayer. Are you surprised? If so, I will fill you in on the ceremonial blessing and prayer business in a way you’ve never seen before. I could write an entire report on this, but for this more concise article, I'll simply cover some core components and ideas. Before I get started, if you’re not familiar with my style, I use an examples-first approach. What does that mean? I will never give you my take on something marketing-related and not provide an example to go with it. I do a ton of research, searching far and wide for prime examples, and then I tell you what I take away from all my research: 100% reverse-engineering. Sacred Heart League, Society of The Little Flower, St. Joseph’s Indian School, Marianist Mission— these are just a few names you might see on direct- mail packages that send you “mass enrollment” prayer cards or folders, where you write the name of the person you wish to include in their daily mass service and then share the nicely designed card with the person, like a gift receipt. From there, you send in an “enrollment offering” of your choice. However, they usually include checkboxes with $10, $15, and $25 options. But I ask you, how much is a prayer worth? If this question makes you uncomfortable, it’s because people normally don’t go around charging for prayers and blessings. Saying, “You’re in my prayers” or “I will say a prayer for you” is usually considered a thoughtful, compassionate gesture of the heart, with no strings attached. However, when you… • Add a beautifully designed prayer card that someone can use as a gift • Include some sort of meaningful membership • Demonstrate that the mass has a reputable priest …then paying a third party who’s offering such a bundle seems to make more sense. Isn’t that interesting? Change around a few things, throw in a little bit of this and that, and suddenly you 30 NO B.S. MAGNETIC MARKETING LETTER have a full offer. It’s an example of how powerful the structure of an offer is, so much so that people happily pay $10 or more for a simple prayer card and service that they can’t even prove is performed. I really like the idea of seeing how concepts translate across different mediums. In this case, I want to show you an upsell from a successful ecomm brand that sells metaphysical-type items like jewelry with crystalsand spiritual symbology. I went through a few of their free + shipping funnels and noticed that in EVERY one, they have an upsell that is (drumroll)...a blessing! In this case, considering the audience, Catholicism or Christianity aren’t involved. Instead, you get a Buddhist monk’s blessing. But this isn’t just any blessing—whatever you purchase will be blessed before it is shipped to you. For $7.99, you can choose from a healing, abundance, protection, or inner strength blessing. And because they charge for these individually, this sets up an opportunity for a “get them all” option where you can infuse your item with all four blessings for $19.99. The #1 most important component on the page, in my opinion, is the photo of monks performing a blessing. Interestingly enough, this is the only “proof” we have that they perform this service. But does that prevent people from buying? I would think not. Otherwise, why even offer it? However, if I were to do this, I would paint a really clear picture of exactly what the ceremony looks like and provide a ton more pictures or even video— anything that makes the new customer feel like this service will enhance their experience with the item(s). Even people who aren’t religious or spiritual would probably admit that the way something is made is of value to them. In that sense, even though this service doesn’t involve the creation of the item, it adds to the story and customer experience. Think about how you can enhance your customer experience with whatever you’re selling—this could lead to some great upsell ideas! Now let’s reflect a bit more on this fascinating offer type. First, I’d like to share something I’ve heard Dan Kennedy speak of multiple times: you should never assume who is open to religious, spiritual, or metaphysical offers. It’s typical to say, “People don’t respond to _______ in my niche,” but when it comes to the ethereal, this is never the case. Sure, you’re more likely to talk about Buddhism in the yoga circles or about Jesus to doomsday preppers, but within every niche, there will be people who connect spiritually, religiously, or both. So it shouldn’t be a surprise that many in your audience will respond to some variation of what I’m talking about. Second, you saw the power of offer structure in these examples. By adding a prayer card and membership, these direct mailers make a prayer (which you don’t even see performed) worth $10 or more. And in the case of the monk offer, by creating specific blessings, they allowed space for a “get them all” option. Third, a suggestion from me: With such an offer, I would want people to really trust that the service is being performed and that it’s an epic ceremony. So I would paint a very clear picture of that with more photos, video, and a worthy description. 31N E W S LETTER Finally, where do you go from here? What do you do with this crazy case study? For one thing, it demonstrates that you should never assume any example is too “out there” or inapplicable to your business. There is ALWAYS at least one takeaway waiting around the corner for you, no matter how outside of your realm an example may seem. Because although the literal representation of what I’m delivering is this write-up, the invisible service I’d like to think I’m providing is rewiring your mind to spot patterns and look at everything around you as inspiration. Until next month… Want to see full, scanned examples of the direct- mail promos I mentioned? How about the complete funnel with the monk’s blessing upsell? I thought you would, so I uploaded it all here just for you! Visit https://swiped.co/nobs or scan the QR code. On that page, you also just might find a free trial offer to my brand-new, revamped membership. Enjoy! Here are a bunch of examples my mom had in the house! What’s funny is that she doesn’t typically save mail. She just kept them because of the prayer cards they send you, which she would sometimes give as gifts. A lesson in the power of good direct mail. Here is an example of one of the packages, which includes a letter from the priest, an order form, and a prayer booklet with spaces to write in someone’s name. 32 NO B.S. MAGNETIC MARKETING LETTER 33N E W S LETTER Keep Apprised Of Opportunities To Catch All Of Our Monthly LIVE Events And Webinars! Diamond Membership | You’ve already learned the principles to market and create a successful business. Now learn how to be an elite entrepreneur! As a Diamond Member, you’ll get more tools to help you gain momentum in your business, so you can build it faster and faster! You’ll receive everything inside the Gold membership, including both the monthly NO B.S. Letter and Behind The Scenes Letter, and a special membership area (with the previous three months’ newsletters). Additionally, you will have access to a monthly in-depth masterclass, which is an interview with Dan Kennedy discussing different core principles, and a LIVE quarterly “open Q&A” Diamond call, where you can call in and get your questions personally answered by Dan himself. Become a Diamond Member today at DiamondUpgrade.com. Insiders’ Circle | This TOP-level membership is a high-end group for our Members who want to both learn and EXECUTE proven marketing principles from “Planet Dan.” Our Insiders’ Circle is a blended program of training, coaching, and implementation. The Insiders’ Circle membership includes everything in the Diamond membership, plus access to the Ultimate Marketing Machine (a step-by-step eight-week course that you’ll be executing), monthly implementation coaching sessions, quarterly two-day “intensives” to get your marketing projects DONE, the Whole Enchilada (a huge collection of all the most important Dan Kennedy training courses), and the Dan Kennedy “search engine” with the back archives of the many newsletters he has written over the decades! Join Insiders’ Circle at TheInsidersCircle.com. Gold Membership | Want to take Dan’s tested and proven marketing principles and use them in a cutting-edge way to grow your business online? Inside the Gold membership, you’ll get a behind-the-scenes peek at what is working in the marketing industry right NOW! Each month, you’ll receive a monthly NO B.S. Letter from Dan Kennedy and a monthly Behind The Scenes Letter from Russell Brunson, both chock-full of marketing strategies and principles that you can use to explode profits, at will! You’ll also get access to the private membership area, where you can access the previous three months’ newsletters. No theory, no fluff—just proven examples that you can model for your business, no matter what industry you’re in. Join the Gold membership at NOBSLetter.com. Ladder OF Success Read Magnetic Marketing | Want to learn how to attract a flood of new customers that pay, stay, and refer others? The Magnetic Marketing book has the core frameworks that Dan Kennedy created to help companies in over 136 different niches, business categories, industries, and professions to grow in very untraditional ways. Magnetic Marketing is a radical, dramatically different way to look at business…with no academic theories, no vague “ideas,” no fads, and NO B.S. Inside this book, Dan challenges entrepreneurs and business owners to DUMP the boring corporate marketing they are doing that commoditizes them into “sameness” and has them chasing customers and begging for business. Get the Magnetic Marketing book at www.MagneticMarketing.com/content . COPYRIGHT MAGNETIC MARKETING TO ETISON, LLC ALL RIGHTS RESERVED LEGAL DISCLAIMER & TERMS OF USE Member Support Support@MagneticMarketing.com // Fax 773-305-2711 // MagneticMarketing.com // 3443 W. Bavaria St, Eagle, Idaho 83616 The contents of this publication are intended for the exclusive use of its subscribing audience. Any redistribution of the materials in whole or in part contained herein is a violation of the intellectual propertyrights of its creator and publisher. The failure to abide by this non-distribution declaration may subject you to monetary damages or injunction imposed by a court of law. Your level of success in attaining results through the methods and tactics described herein cannot be guaranteed by the authors or publisher. Investing money in reliance on the statements made herein is not advisable and this publication is not intended to serve as an offer of investment opportunity. All statements of income and success are unique examples and should not be considered the average result. There is no guaranteed strategy that will remove risk from marketing; therefore, all individuals should conduct independent research and not rely solely on the methods and examples given here. You assume the full risk of your actions and understand that no person or entity has guaranteed you success or promised that your marketing efforts will be profitable.I've got 80 people working for me in my companies. I deal with taxes, attorneys, and regulation. (Sound familiar?) My favorite Dan Kennedy book is The NO B.S. Guide to Ruthless Management of People & Profits. (If you haven’t read it yet, get it now!) So what will I bring to the table working with Russell and Dan? My passion to help you understand how to improve your marketing, sales, how your time is spent, employee management—how to improve your life. I’m here to help you understand how to get more clients and retain them. Just as I do in my three brick-and-mortar businesses every day. Just as I do in my info marketing / coaching program all year round. 6 NO B.S. MAGNETIC MARKETING LETTER Just as I do in my licensing program with a total of 10 US patents, used by over 30,000 music students around the world. You will get real up-to-the-minute online and offline marketing strategies to help you grow your sales no matter what business you’re in. In this issue, Jim Edwards and Dan talk about Magnetic Marketing offers. Specifically, offers that ignite a passion in customers to buy now. One of the biggest challenges people run into is mindset. It can hamper your ability to create offers, so then the whole thing falls apart. When many people think of an offer, they say, “Well, we're going to have to discount our product…” But I’m here to tell you, that’s just not true. One of my friends owns a bar. After reading a generic marketing magazine published elsewhere, he said, “Offers only mean we discount our drinks.” But that’s NOT the Magnetic Marketing way. A retail business owner might say, “If we use offers, we'll have to give away the farm and slash our profits.” But from this newsletter on, please know that’s not what Dan Kennedy and Magnetic Marketing teach. If you really dig deep, you’ll see that a big part of the concept is to always bundle. Your homework for next month is to…bundle, bundle, bundle your offers. The writer-downer is that you want to bundle, not slash your prices. Inside my coaching programs, licensing, and schools, I never really truly slash prices. I mean, the tuition for the schools is what it is. Our coaching fees are still the highest in the market for what we do, but we bundle with our offers to make them irresistible. Every industry has gotten into the head trip of being negative on offers. A lot of it is based on owner ego, and that’s a shame. They are suppressing the profits they could be making. Some will say “I'm a doctor” or “I am a lawyer.” But I am ABOVE offers. Even though there can be legal complications with marketing, and certain industries are bound by licensing, offers are too powerful not to utilize. Financial advisors, for example, are famous for hosting dinner seminars. (I get the postcards all the time.) You go and get your free dinner, and there's a sales pitch. They're not discounting anything. They're not taking a bath on their points and commissions. But they're finding a way to make a bundle. And the point of this month’s newsletter is that so should you. In my companies, we plan a lot of live events. We host an annual conference that sells out every year, a Titanium retreat, office staff training, Advanced Academy at Biltmore Estate, and others. When you get bids from hotels, they will send you proposals to try and beat out other hotels. They keep the catering menu full price (this is very, very important). Instead, they will propose perks like… • We'll give you limo transportation to the airport. • We'll give you double points for our hotel brand that you can use for personal stays nationwide. • We will give you comp nights for the room based on sale. It’s bundling, not discounting. 7N E W S LE TTER That’s your focus, and that’s your homework. ACTION ITEM: For next month, how are you going to implement the same? Think of it this way…imagine you're trying to tear down drywall with a hammer. In order to make a sale, the customer is on one side of the wall and you're on the other. Even though it's a strange analogy, the only way you're going to get to a customer is by beating down the wall. When you stack your bundle, each item offered is another swing of the hammer to get the wall to come down. You see all kinds of businesses do this all the time. “Become a client and make a purchase with us, and we're going to give you X…” Then add another item…and another…until your bundle / stack is irresistible! Break down the sales resistance, one swing and one bundle item at a time. You've got to get past the mindset that your business is too good for offers. Remember, it is not about slashing prices; it is about creating an irresistible offer. Every. Single. Time. So enjoy this month’s newsletter, and take your offers to the next level! I cannot wait to see you at our NEW live events, masterminds, and a whole lot more as we take this community to new heights. Here’s to a life and business of NO B.S.! Marty Fort 8 NO B.S. MAGNETIC MARKETING LETTER U P D AT E O N : ‘‘Make Me An Offer” by Dan S. Kennedy For too many advertisers and marketers, the offer is an afterthought, just tacked on at the end. You’ll often see this as a website with no reason given to go there. Or a big mattress sale at the furniture store, where the offer is just “Come on in!” The Of- fer deserves creative thinking, because IT is where you succeed or fail. As with so many success strategies, the making of a successful offer is complicated, not simple. An offer has 10 component parts. They are not neces- sarily in a fixed order; you might vary the order of their use. So #9 might, for example, be #1. But Great Offers have all 10. As a preface, the two biggest mistakes made with the offer are 1) not having one at all and 2) hav- ing a plain vanilla one. One of my old speaking colleagues Bill Gove gave a speech titled “People LOVE To Buy!” which is absolutely correct, but that means you have to present them with an offer they can LOVE, not just need or want or like. Love! That is the big question. And here are the 10 com- ponents of a Great Offer. 1. Bridge Into or Set-Up + Summary 2. Main Product / Service in Pieces for Value Build 3. Price / Discount From X & Purchase Options 4. Bonuses: “But Wait! There’s More…” 5. Immediate vs. Delayed Gratification / Benefit 6. Limits / Exclusivity, Ego Benefits 7. Pleasure vs. Utility 8. Urgency 9. Risk Reversal / Guarantees 10. Call To Action / How To Order Here are some comments about a few of these. 4: BONUSES Selling to groups on the boardwalks and at county fairs ALWAYS includes “But wait…there’s more!” and that migrated into the seminar world and to TV infomercials as well. In an old black-and-white noir movie The Dark Corner, Lucille Ball played a femme fatale (long before turning to comedy). She sews up a bullet hole in the leading man’s suitcoat without being asked, in a visit to his apartment. Surprised, he says, “Gee, can you cook too?” In a suggestive tone, her character says, “That…and several other things too.” It is those “several other things” that close that sale. Many top-performing offers work the same way; it is the “several other things”—the “And you get this…and this…and this too!” that drive the entire sale. 8: URGENCY People put off buying if they can, even when they need and/or want what is being sold. It is such ingrained behavior, trying to psychoanalyze it is un- productive. Procrastination is a way of life, and “I’ll wait and think this over” is reflexive. People “live in” a town called Think-It-Over, Iowa, with one inter- section, with one traffic light, with all three lights on it yellow. Any offer that does not have inside it, and wrapped around it, reasons to act now that are strong enough to cause the person to “crash” the caution light, step on the gas, and drive through the intersection against the yellow light’s warnings is a handicappedoffer—like a man on crutches compet- ing in a race with unimpaired runners. It’s critical to remember that, while people want to buy and love buying and getting something new, they also feel like the light is yellow and they shouldn’t buy now, shouldn’t buy on impulse, Does your offer IGNITE PASSION TO BUY NOW? 9N E W S LE TTER shouldn’t buy without shopping around. And ALL these yellow lights must be turned off or flipped to green. Most allowed to buy later never buy at all. You can improve on that with sophisticated, assertive, and persistent follow-up, but it is best to improve the immediate buying percentage as much as you can. Also keep in mind that URGENCY is much more a FEELING than a fact. You have to ask yourself if your “pitch” is creating and building a FEELING of urgency. It’s not enough to have the fact of, for example, only 25 available vs. 250 possible buyers visible. That helps, but what’s vital is the FEELING of desperate desire to be one of the 25, not to be left out or locked out, feeling frantic. Recently, a catalog arrived in my mail from a com- pany I occasionally buy clothes from. But I have no need for any kind of apparel right now. I’m all good. But its cover was blazing with… LAST CHANCE! UP TO 75% OFF ON CLEARANCE ITEMS— IN VERY LIMITED QUANTITIES YOU MUST ORDER WITHIN 7 DAYS OF GETTING THIS CATALOG DON’T MISS OUT ON OUR BIGGEST SALE OF THE YEAR SHOP FOR YOURSELF OR FOR GIFTS NOW! I actually FELT my desire not to miss out on this. Instead of tossing it aside, I looked through the catalog and…gee, guess what? I found offers within the offer that I could not resist. And I jumped on the phone and ordered immediately. I have done a lot of lead generation and selling by direct mail or (mostly FedEx) with various offers limited to only one buyer per zip code or geographic territory. Usually, we list ALL the potential buyers in the area at the top of the letter and open with: Everybody listed is receiving this same FedEx’d invitation today, by 10:00 AM, but only ONE will be able to get in, so YOU NEED TO READ THIS IMMEDIATELY, so if it’s THE answer to your prayers, you aren’t too late! In both of these examples, URGENCY is begun right at the beginning. In my example, in the ensuing copy, I build on it, working at creating an intense feeling of excitement about Being The Only One and about NOT being beaten to the only position by a named competitor. I combine #6 Exclusivity with the other facts, features, and benefits to make the offer URGENT. I do NOT want my invitation letter read then set aside in Think-It-Over, Iowa. I want the person worked up so he responds immediately, as fast as he can. I’ve done versions of this with auto dealer- ship owners, dentists, attorneys, CPAs, bank presi- dents, and hospital CEOs. With the hospital CEO effort, first time out, 22 FedExes went out and 14 fax forms came in by the end of the next day. The campaign I built for bankers is in its fifth year of use by that client. 10: CALL TO ACTION This was covered in the August 2002 issue of the NO B.S. Magnetic Marketing Letter. In direct-response TV, we talk about the CTA as the piece of the info- mercial where the “package” (i.e. product(s) and bonus(es) they’re getting) is shown and explained, and specific instructions are given for ordering. In 60-second or 120-second commercials, the 30-sec- ond infomercial is abbreviated and compressed, and 25% or more of the time is the CTA. A good CTA gives exact marching orders. 10 NO B.S. MAGNETIC MARKETING LETTER I prefer multiple means of response. If you provide only one—such as forcing it all to a website—you MUST understand that you are barring a certain number of responses, and the convenience for you and the data gathering has to be worth the sacrifice of that response. In TV and radio, you may be restricted by time to simplifying the response means and instruction. In print and direct mail, you usually have room to provide response options. One of the best-producing order forms I’ve used recently allows response by going to the website OR emailing the site OR faxing the form in OR calling and ordering by phone OR even mailing the form in. Hav- ing at least three of these options is still the norm in successful charity and political fundraising, and with mail-order catalogs. In selling by media to groups, the “hard” CTA is vital. For several years, I did a lot of three- to four-hour “live” online “shows,” each selling an info product in the $1,000 to $3,000 price range. In the most success- ful of these, I and the cohost did in-show mini CTAs at least three or four times per segment, always ending with “Now, push the button on your screen.” And we made fun of our “Push the button” message. There were also three or four prefilmed CTAs, just like there would be in a TV infomercial, that played as breaks between segments. In selling from the stage, I shocked my peer speak- ers with how long my CTAs were. In my most used speech-to-sell, which produced well over $1 million every year, 20 of its 75 minutes were the CTA. That’s what I was there for: to do the CTA. What preceded it was done to secure the permission and interest needed to do that full-length CTA, ending with very exact marching orders. Marketing success is all about making offers. I recently began using a newly minted term for direct marketing or direct-response marketing: Results- REQUIRED Advertising & Marketing®. This is to hammer home (sometimes into thick skulls) that THE only good reason to advertise, market, promote, or even get out of bed in the morning, is to get RESULTS. The PROS do not go out onto the football field on Sundays just to play the game. PRO golfers are not out just for a good walk, spoiled. PRO marketers are not spending money or time for Likes or views or “going viral” or any such thing. PROS are out for RESULTS… BANKABLE results. To get those, PROS in marketing must get Great Offers in front of appropriate prospec- tive buyers, and must bring appropriate prospective buyers to Great Offers. Q&A With Dan Jim Edwards: This month we are talking about offers. When you got divorced and at other times in the past, you talked about getting the herd to “foot the bill.” People said, “Oh, you’re getting divorced. When will you send us the bill?” Let’s talk about figuring out what you are going to send to the herd so they foot the bill for the new racehorse, the divorce, the big car—whatever it is you want to do. I’d like to talk about coming up with ideas for offers: figuring out what they get, creating the stack, and doing all that stuff. 11N E W S LE TTER Dan Kennedy: Sure. First, let me back up. I think there are three answers to this question, and only one of them is mechanical, which is what you’ve described. The first answer actually backs us up into the Renegade Millionaire system, because there is a principle there, an objective called the income- at-will position. This means you can send the bill to the herd. If you’re in a position where at almost any time you can come up with an offer that your customers, clients, patients, donors, followers, or fans list will like, then you have the ability to create income-at -will. This position should be a big priority for people to get themselves into. Because in harsh reality, this is actually the only financial security there is. Because one way or another, what you already have can be wiped out. So the only real financial security you ever have is being in the income-at-will position and able to replace disappeared wealth. It’s really important. No matter how clever you are about the mechanical aspects of this, the offer itself is no good if it falls on deaf ears. The best offer in the world is not gonna be very successful without a receptive audience for it. You have to create and nurture and maintain and keep that audience ready. That’s #1. Principle #2(before we do mechanics) is that, broadly speaking, even with the asset and advantage of an organized, maintained, nurtured, and receptive audience, it’s important to never underestimate the difficulty of this task. When you’ve done the income- at-will principle really well, there’s a temptation to think, Gee, this is gonna be easy. I myself have fallen into it from time to time over the years. But separating people from money is never easy. Small amounts on impulse, maybe. But any kind of significant amount where they kind of pause and make a decision, it’s not easy. Now at different times it’s even harder, but you never want to underestimate the difficulty of the task. Which now gets us to #3, the mechanics: How do you build the offer? I have two main things to say about that. First, you don’t build your offer from what you’ve got on the shelf. You don’t go look at your products and services and say, “Which of these do I pull off my shelf and put together in some kind of package and pitch it?” You instead think about the customer, the audience. • At this moment in time, what are the top three things on their mind? • What’s going on in the conversation at the kitchen table or at the office (which used to be called the water cooler conversation)? • What do they want? • What are they mad about? • What are they afraid of? And from that, what solution can I offer? Then you go to your shelf and see what you’ve got that you can rewrap, retitle, tweak, put together differently than you have in the past, in order to make it the solution that answers that list. Jim Edwards: What immediately sprung to mind when you said, “Now you go to the shelf to create a solution” is to create a new solution. Is it important that it feels like a new solution? Dan Kennedy: There’s a phrase used in advertising a lot that is stupid. However, it’s used a lot because it works. It’s one of those things I’ve often wanted to 12 NO B.S. MAGNETIC MARKETING LETTER try and research all the way back to whoever wrote it first because it’s one of those great pieces of advertising copy that most editors would reject on its face. So whoever did it first probably had a fight on their hands to even use it. The phrase is “new and improved.” The reason it’s stupid is because if it’s improved, it ain’t new! And if it’s new, it ain’t improved…because it didn’t exist in order to be improved. But “new and improved” is one of those great ad lines that works because, you’re right, people want something new and better. And so even if you have something you have shown them before that fits the bill to a T, if you’ve shown it to them a lot or recently, then before you show it to them this time, you’ve got to find a way to claim it’s “new and improved.” The second thing I wanna talk about is building the irresistible offer. Even for the greatest irresistible offer ever, often that marketer had to make it new and improved. He had to take some bonus out and put some new bonus in. He had to change its name a little. He had to tweak and tweak and tweak because he was putting it in front of the same audience again and again and again. When you think through all these questions about your customer, which are moment-in-time questions, ask yourself, "What will they buy NOW?" You know, Halbert’s principle of “sell to the starving crowd”— but the answer to the question must be “What are they starving for right at this moment?” Jim Edwards: The “right now,” depending on your audience, could be stuff in the news, stuff that’s market-based, could be political. It could be just what’s going on in the world right now that’s driving their behavior as opposed to a year or two years ago. Dan Kennedy: Absolutely. It could be broad and big, right? For two years, we had everybody locked up in their houses. They couldn’t go anywhere. Well, obviously that affects buying behavior. And so companies like Home Depot benefited enormously because everybody started remodeling s**t. Some businesses were actually made by quarantine and are now collapsing because people don’t have to stay in their houses anymore. Peloton is a great example. I knew it the minute I saw it. Even streaming services. I mean the question in Wall Street is: Is this business model sustainable? Because they benefitted so much from people being locked up. Now that people are loose, what do they wanna buy now? They’ve shown us in the short term that they don’t want to buy any more stuff; they want to buy experiences. They want to go places. They want to do stuff. That’s a kind of macro issue. For micro issues, you’ve got to really know your audience, really know your customer. You’ve got to know where they are mentally, emotionally, practically, and financially at this moment in time. Jim Edwards: And when you say “micro,” that’s everything like what they are mad about, what they really want, what they are afraid of, right? That’s the micro thing in light of the macro change or macro circumstances. Dan Kennedy: Yeah. What are they starving for, and/or what will they realize they’re starving for the minute you put it in front of them and tell ’em about it? Here’s the second thing I’ll say about the mechanics. An offer has whatever the main product or service is (with the issue of bundle versus cut up into pieces.) It will typically have a bonus or bonuses, maybe some sort of intangible but describable added value, which often gets presented as what you call a stack. “Here’s this, and you also get this and you get this and you get this. And if you’re among the first 50, you also get this…” 13N E W S LE TTER When you sit down to do that, this is the overarching principle I would give you: When you’re done, have you made it irresistible to your audience? This loops back to difficulty of the task. Build the offer on the assumption that they will not want to buy, not that they will want to buy. Even though you (hopefully) created an environment where they will want to buy, you now build your offer on the assumption that (damn these people) they won’t. See, they might want it, but they won’t want to spend the money right now. As John Carlton used to say before cell phones, they won’t want to get their fat a** up off the couch and walk across the room to the phone. They won’t want to spend that much money. They won’t want to have to talk to their spouse about it. And so we start from the assumption that they will be resistant to doing this, even though we brilliantly matched it to our audience and some burning desire of the moment that we’re confident they have. We’re still going to work on our offer as if they are gonna be very resistant to saying yes to it. That means we have to make the stack itself irre- sistible. Micro, we have to look at each item in the stack. If you’ve got five bonus reports, the titles of those have to be irresistible, not “Oh, by the way…” like an afterthought. Each has to be agonized over. “Look 10 years younger in 10 minutes a day within 10 days.” Well, that sounds pretty great, but can we make it any more irresistible? Yes. “Amaze your family and friends by looking and feel- ing 10 years younger in 10 minutes a day within 10 days—guaranteed!” Well, now we’ve made that title a lot better. That’s the work you have to do with every piece of the stack, and the overall offer has to be great. I have a framed ad on my wall from one version of Bob Stupak’s full-page ad, which was also a direct-mail piece, for “Come to stay at the Vegas World hotel in Las Vegas.” (I say “one of” because it got slightly tweaked month to month, year to year, application to application but fundamentally stayed the same as a control for a decade.) Vegas World has now disappeared into the stratosphere after the private equity that bought the business completely screwed it up, which is a story for another time. But this wascertainly the most successful ad ever, selling pre-paid Vegas vacations. It was really one of the few direct-response ads ever to sell vacations, period. This offer often had a coupon in it! And it was all based around an irresistible offer. Here was the headline: Enjoy a virtually FREE Las Vegas vacation! Act before February 18, and vacation anytime until May 1. The offer had a standard part and then a flex part. He fooled with a part of this offer to make it “new and improved” and different from one time to the other. But this standard part of this ad stayed exactly the same. Benefits per couple: • A fabulous room for two for three days and two nights at Vegas World hotel and casino, which offers many amenities including free cable TV • $1,000 in cash and casino action as follows: $200 cash, real US currency, to do with as you wish and $200 in table action with 200 $1 chips to gamble with as you wish. Each chip is good for one play, win or lose, on all even-money bets for any table games. That’s 200 chances to win! And you may 14 NO B.S. MAGNETIC MARKETING LETTER wager from one to as many chips as you’d like. $600 in dollar-slot-machine action, good on all of our jumbo jackpot machines. Win up to $25,000 on every pull. • Five keynote plays each day, where you could win up to $30,000 • Four free $100 entries at our million-dollar slot tournament • Show tickets for two adults to two fabulous Las Vegas shows to make your stay truly exciting; show reservation service to most Las Vegas shows • Unlimited drinks of your choice while in all casino bars and lounges, not just at the tables • Two chances to win $1 million instantly in one of the world’s largest jackpots • Free gambling guide to assist you in playing the various table games • Souvenir pair of genuine Vegas World dice, a deck of casino-quality playing cards • All winnings paid in cash—keep what you win • No additional charges of any kind By the way, people were paying 295 bucks for this. So you’d pay $295, get $200 in cash, and in total get over $1,000 worth of action. That was the set-in-cement offer. Then there was a flex offer that changed from time to time within the ad. For example, by random drawing, you could win a TV, a bonus vacation at a resort in Hawaii, five $100 bills, a slot machine, or a jewel pendant. In this flex offer, everybody got a diamond- like, Rolex-like wristwatch. Men’s and ladies’ matching watches. That stuff was added or removed from the offer. There was also, of course, a money-back guarantee on the entire deal. Jim Edwards: Now was the reason they flexed it so they could keep going back to the same audience with that offer over and over and it still felt new? Dan Kennedy: Yep. In the ad, the flex part stayed in the same place; the offer just changed. In the direct-mail piece, the flex part became a buck slip that was “Breaking News! In addition to the fantastic free vacation you’ve been offered before, we’ve also added…” And then the flex stuff would be shown first. Now I don’t know how you get much more irresistible than a three-day, two-night vacation, all the booze you can drink (even if you’re in the bar), and $1,000 for $295. How are you gonna beat that? So if you are a person who likes to go to Vegas, or a gambler at all, and you see that, even if you are reluctant to go right now, to buy right now, to spend right now, you could get shoved into doing it by the irresistibility of the offer. If you look closely at the sample above, you can see that something is said about each item in the stack to make it irresistible. It’s not just that you get this play—you also have a chance to win $30,000. You’re playing for the biggest jackpot in the city! Jim Edwards: I actually pulled this up on the web, so I was looking at the same thing you were reading from, and one thing I noticed is the titles. Most people’s titles, or whatever they’re gonna get, are irresistible, but then they use too many words in the description to try and get people revved up about it. But this guy’s getting people revved up with a title and a description that’s no more than 10, 15, 20 words a pop. It’s not two paragraphs. Dan Kennedy: Yeah. If you find a direct-mail piece, 15N E W S LE TTER you’ll find some longer copy because there was a 4-page version, an 8-page version, and a 12-page version of this ad. So some of that is because of space limitations. And you’ll notice some of the type is in squint point. Because Bob squeezed what he could into the space that he had available. But to your point about how much is too much, how much is not enough when you are presenting a stack. All direct responses came from face-to-face selling and person-to-group selling. The call to action in the TV infomercial for the Slicer Dicer came right from the Slicer Dicer guy at the county fair. Attention is really hard to hold on to. You’ve gotta be quick, and you’ve gotta make the stack irresistible by bulk, by quantity, by “And you get this, and you get this, and you get this.” So a pithy description of each thing is pretty important. You’ll find the same thing in my Magnetic Market- ing system pitch because it’s a stage pitch. For the actual call to action (once you’ve shifted out of what appears to be content into the ad), you’ve only got so many minutes. And of course they’re trying to tune you out and leave. So there's a discipline to this. First of all, what’s the opposite of this? Well, the opposite of this is what I call a vanilla offer. “Here, you can get this free book and here’s four bullet points about what’s in the book.” Huh? So Stupak would be giving you a free book, two free DVDs, some kind of action guide about how to use the book, a secret code to a video you could watch online that contains the secret magic words that do this, that, and the other thing and, a chance, when you go there and log on, to win a vacation for two to Hawaii. That’d be his free offer stack, right? Most people make these vanilla offers, either on the assumption that their audience, their list, is going to respond to them just because it’s them when they offer ’em something, or because they think enough is enough, or because they’re being cheap about it and are not willing to invest enough to really be irresistible. Jim Edwards: It also sounds like people can be cheap with the amount of energy they’re willing to invest up front to create their offer. Because it’s like, “I’ll just phone it in because they love me and I need the money and I want to do the least amount to make the most.’’ But what you’re saying is by having that attitude of assuming they don’t want it, “Even though they love me, I’m gonna have to get my butt in gear and rev it up to a 20 on a scale of 1 to 10 and start making this thing freaking irresistible.’’ Dan Kennedy: Yeah. Then it gets us into selling proposition, unique value proposition, and Stupak of course used both of those, and goods versus services, relevant bonus versus irrelevant bonus. He did both. The relevant bonus in there is the gaming guide actually, which is there because some of his buyers were first-timers. You run that ad in Parade, in the newspapers, some people are gonna buy who’ve never been to Vegas before. That’s not the case today because of regional casinos and the internet, but in 1990, it was the case. There were only two places you could go to legally gamble: Atlantic City and Vegas, that’s it. So a lot of people had never been in a casino, which means their reason not to buy is “I won’t know what to do.” Gotta answer that. BOOM—gaming guide. Dr. Kramer called this “the positive power of negative preparation’’—what are all the reasons somebody can have for not buying, and let’s fix those in our irresistible offer. 16 NO B.S. MAGNETIC MARKETING LETTER Jim Edwards: Time out on that, because that was like a day-long seminarin two sentences. Go back and expand on that a little bit. Make a list of all the reasons they ain’t gonna buy and address it in your offer stack. Is that what I heard? Dan Kennedy: Yeah. So people have rational reasons not to buy and they have irrational reasons not to buy. In the case of buying a Vegas vacation, it’s “I can’t come anytime soon.” Therefore, I think it was 18 months, but there’s a stated long period of time you have to use this. By the way, there was still a lot of breakage. A lot of money was made by unredeemed packages. But that’s neither here nor there. The fact is that would be a reason not to buy. “We’re not going to go to Vegas any time soon.” Oh, relax, you can buy now, come later. “I don’t know how to play.” Relax, we’ll show you how to play. Jim Edwards: Is there any difference between a reason not to buy and an objection? Dan Kennedy: No, but there are rational ones and there are irrational ones. Well, the difference between an objection and this can be an utterly false objection. This is when people raise an objection because they don’t want to tell you the real objection. And you’ve gotta be able to figure that out. Like in a hearing aid business, the older person will raise a price objection, but they didn’t mean it in terms of price or value. What they really mean is “I don’t feel good about spending this much money on me because I’m close to dead anyway and I’ve got five grandkids.” That’s their real reason, but they don’t say it. So that’d be the difference. Then there’s rational reasons, like the two I just used for Bob, and there’s completely irrational reasons. “No, dear, I don’t want us to go to Vegas because the place is full of hookers and it’s the city of Sodom and Gomorrah.” Jim Edwards: If we go to Vegas, we’re going to hell! Dan Kennedy: Yeah, exactly. As much as possible, you want to neuter, negate reasons not to buy inside your irresistible offer. Jim Edwards: That one I love. I just wanna make you laugh one time, but that one irrational thing I just gave you about we’re all going to hell, the Gideons took care of that for everybody in every room. So yeah, just letting you know. Dan Kennedy: I’m not sure that’s the case in… No, you’re right. There was a Gideon Bible in the drawers in Vegas World. You’re absolutely correct. There’s a TV commercial right now that sells the burial insurance policy. “You gotta have this to take care of the cost of your funeral.” It’s Colonial Penn, a company that Alex Trebek was the spokesperson for, so they had to stop running it. And they’re trying to figure out how to do it without him. But one of the things they’ve added to the commercial is that you even have 30 days to inspect your new policy and then return it for a full refund. That’s right there in the call to action, and it answers a reason not to buy. By the way, all this is in place, whether it’s a paid offer or a free offer, it doesn’t make any difference. Jim Edwards: When we’re talking about a paid versus a free offer, and usually you think about a free offer lead magnet or a free service that kind of thing, would the rational or irrational fears, when we’re talking about free, are those gonna tend more toward issues of time or wasted time as opposed to money since it’s free? Any thoughts on that? Dan Kennedy: Depending on the audience, a rational reason is “I don’t want to ask for this because then I’m gonna be relentlessly pursued by salespeople.” The answer to that comes from another one of these lines of ad copy. Whoever wrote it the first time was a genius because it’s 17N E W S LE TTER powerful. Now you have to figure out how to live with it after you use it, but the line is “No salesmen will call.” The reason that’s in a lot of ads is because of this rational reason. “Gee, yeah, I’m interested in that, but I don’t wanna be bothered by salespeople.” For clients I’ve often used “No salesmen will call.” One of the ways we weasel it, by the way, is we go on to say in long copy, “We don’t even employ salespeople.” Then it’s either “You’ll find all this so important you’ll call us” or when we do call ’em, it’s the senior consultant or vice president of New Client Services calling. So that’s a rational reason. If you’re trying to make the most irresistible offer you can, and that is gonna be in the mind of your audience, you want to build an answer to it into your offer. Jim Edwards: Thawt’s why we put stuff on opt-in pages that says, "We’ll never rent, share, or sell your name and we’ll never spam you under any circumstances.’’ That kind of thing. Dan Kennedy: Yeah. So the stack takes into consider- ation all these things. I had a client selling a version of “get rich at home in your spare time with a home computer’’—when the home computer was new. A lot of people didn’t have them, and a lot of people wouldn’t know how to use them if they did have them. So in the earliest days of this, he gave them a home computer. It was part of the package. And the client made his own unit. It was like a brain-dead simple box, just good enough to do the programs they were getting to make money with. As time progressed a little bit, we could stop giving them the computer, make it an A/B option, but built into the offer was a fail-safe training and 90 days of on-call Q&A support. So even if you’ve never used a computer before, even if you hate computers, you’ll be able to do this with no problem. That piece we kept in for a long time. So it’s sort of the version of the gaming guide in Stupak’s ad. Because there were two kinds of people: people within the audience who wanted get-rich offers and people who didn’t know how to use a computer. And there were people who maybe did or didn’t, but they hated the damn things. And you know, most of that has gone away, but we kept that in the offer for a long time. Jim Edwards: To wrap this section up, but I thought it’d be fun to hear, just off the cuff, off the top of your head, if you were gonna do a financial offer or something in today’s world with what’s going on with inflation, with the political climate—with all this stuff, if you were gonna do like a $1,000 course or a training on a financial thing, what would that offer stack look like? Dan Kennedy: Well, first of all, its titling subject matter would be matched to the moment in time. The Magnetic Marketing system, during the end of the Jimmy Carter years and its aftermath, was called the Small Business Emergency Survival System. And then when the recession finally left us, it became the Magnetic Marketing system. Now the product didn’t change at all. The cover letter that traveled with it did, and the title and the cover did, and some parts of the bonuses did. So moment in time matters. I have a client right now, Craig Proctor, he’s one of the big real estate coaches. I can give it to you. Here’s the new opt-in page: “Free Market Crash Survival Kit: proven strategies to grow your real estate business in a market crash, despite rising interest rates, out-of -control inflation, housing bubble hysteria, and the declining stock market.” I won’t read the rest of it to you. I mean, you obviously get the point. Now, the guts of that, between us girls, are probably not very different from the same success guide he would’ve 18 NO B.S. MAGNETIC MARKETING LETTER been using a year ago. But look, what are the top three things on the mind of every real estate agent right now? They’re not good. If you’re building a stack, you’ve gotta think about certainly not having anything in there that is inappropriate for this moment in time, in conflict with what people are thinking about this moment in time, and ideally you would want to tweak everything to this moment in time. As smart as they are, I would fault the people at Fisher Investments right now, because although their ad is broadly about not screwing up your retirementsavings and not running outta money after you retire, they have not yet sharpened its edges for what’s happening right now to the person who is about to retire or has retired and has $500,000 or more in investable assets. Some of those people have seen 20% to 50% of their invested assets disappear. And they don’t know how fast or slow it’s gonna be for them to come back. Some of them are paralyzed with fear—and don’t know what to do with any of it and they’ve got it sitting in cash. Well, see, I would address that in my stack. If nothing else, I would have bonus reports. Right now we’ve prepared a new bonus report: “What to do if you’ve lost 20% or more of your stock market wealth: 10 steps to recovery in the shortest possible time.” Next report: “What to do if you don’t know what to do and you are paralyzed and you have everything sitting in cash, its value disappearing by inflation day by day.” That’s why I get the big bucks. So they could recut their commercial tomorrow, add a couple of bonus reports, and be timely. This is about relevance, right? Now TV’s hard, but one of the benefits of the internet, I can do an hour on the disadvantages of marketing online, but one of the big advantages of marketing online is you can change the stuff quick. Cheap. You can even split-test the change, quick and cheap. There’s no other media you can do that with. If I’m Fisher, before I do the TV ad, I could create a version of it for the web. Put my regular one up on the web. I could take what they spend just in a day of TV and buy traffic and see for myself if it makes a difference—and if so, how much? Ironically, this advantage of online marketing is not used very well. Jim Edwards: No, because people get lazy. Dan Kennedy: Yeah! Remember the Joe Karbo book The Lazy Man’s Way to Riches? It was 80% nonsense. Its “grandson” is Tim Ferriss’s book The 4-Hour Workweek, a title that came from split- testing online. One of the bad things about the internet is that people have believed it to be a lazy man’s way to riches. A there ain’t no such thing, and B) the internet definitely ain’t it. It’s harder to have evergreen there than it is anywhere else. I’ve achieved it a few times, but it ain’t easy. But its advantage is that it’s quick and dirty, quick and dirty, quick and dirty. Jim Edwards: Right…which makes people lazy. Dan Kennedy: You ought to take advantage of that, you know, because the top three things your customers are talking about today may very well be different than they were a week ago. During the Bill Clinton campaign, he had what Carville called the War Room, a group of people in a room doing nothing but reacting instantly to whatever was happening in the news, nationally and regionally, so that they could immediately respond and tweak the campaign messages to be relevant. They had a tougher time of doing that than you would today because more of it is online. So here’s a marvelous, underused tool. So my answer to you is absolutely. To the extent that the media you are using will facilitate it, you want to change your offer, your offer stack and the elements in the stack, somewhere between nominally and substantially to match the moment in time. 19N E W S LE TTER Jim Edwards: I know exactly what people will say. “Does that mean I have to change my message every week, Dan? Or can I do it quarterly? Or once a year? Because somebody told me I could do this evergreen…and now you’re telling me I have to work!” So how often should you reexamine it when there are major changes in the world? Any guidance on that? Dan Kennedy: There’s a line about being successful in speaking, often asked of news speakers, which is, “Gee, do I have to be funny?” To which the correct answer is “Only if you want to be paid.” The answer to this is you don’t have to change it at all, unless you wanna make a lot of money. If you wanna make a lot of money, then you are gonna be hyper- concerned with relevance, appropriateness, being top of mind, top of consciousness of your audience and message matching. Now, does that mean you’ve gotta change every- thing that’s under the hood? No. You may only need to change the hood ornament. But yeah, you are going to be paying day-to-day attention. And you ought to look at this not as “Oh s**t, I’ve gotta work at this every day,” but “Oh boy, what an opportunity I have!” Because the news of the day, broadly and as it specifically concerns your audience, is handing you the fodder, the means, the basis for more effectively getting money from them. In some cases, the ad copy writes itself. I didn’t pre-do those titles I just gave you; I did ’em right off the top of my head. But it wasn’t that hard! You just think a little bit about the guy who’s watching CNBC, has a half a million bucks or more, and might answer a Fisher ad. What’s he thinking about today? Who is he? In what circumstances might well he be in? And the thing writes itself—but it might change by next week. So, you know, do you wanna be effective or not? Do you wanna be productive or not? Jim Edwards: Well, the cool thing is that we can test that. You don’t have to abandon the thing that’s working now; you can do a split test and see if you can beat it. Dan Kennedy: Absolutely. “Fax” From The Past by DAN S. KENNEDY Groucho Marx said, “It isn’t so much that hard times are coming; the change observed is mostly soft times going.” We are a spoiled bunch. That’s worsening with the ever-more-aggressive pro-motion of entitlement ideas such as the forced redistribution and equalization of wealth, services like health care as a right, and the idea that a college education should come without work, savings, and sacrifice. This insanity seeps into businesspeople’s brains too. Many have had years of “soft times,” producing unreasonable expectations and resentment of reality. 20 NO B.S. MAGNETIC MARKETING LETTER Recently, President Obama suggested in some speech or interview that “we” may have gotten lazy. He got some flak for it. It’s one of the few things he’s said that I agree with. Years ago, when I had a staffed office with clients coming and going, I had the customary little fake walnut, plastic sign on my door, but instead of it reading “President,” it was engraved with “Whatever It Takes.” Quietly, privately, I still do a lot of whatever it takes to achieve my objectives. That encompasses a lot—work I’d rather not do, hours I’d rather not put in, criticism I’d rather not bear, enmity of others I’d rather not attract, the pushing of people I’d rather be self-propelled, and me having to sell when I’d rather folks were intelligent enough to buy. This month of all months, I agreed to travel to Minneapolis for a meeting with a potential new client. Yes, they sent their company jet to ferry me, but still I risked a winter weather trap, had to get up very early, and arrive home late. I also had to face some people in the firm’s leadership not presold on me and therefore resistant to and needing to be convinced of prescriptions foreign to them. No, it’s not coal mining, but the experience did combine a number of things I find distasteful. But I was taught that maturity means not letting your little wants get in the way of your big wants. For ordinary people, merely having enough to eat and escaping being eaten constitutes success, and whether they know it or not, that’s their choice. I have no quarrel with it—as long as I’m not asked to support them from the grander harvest I sought and labored for or listen to them bitterly complaining about their tiny harvest, individually or en masse. Many people will feel bad this holiday season about what they can’t do or provide for their families, but on December 26, before the sunrise, they will not be determinedly at work learning a new trade, developing a more valuable and marketable skill, seeking a better job, starting abusiness on the side, or otherwise proactively striving to be sure that when the next holiday season rolls around, they are better able to enjoy it and give their family a top experience. Their behavior reveals their truth. Since you are reading this, you are entrepreneurial, ambitious, probably prosperous to some significant degree, and I’ve just described some of your relatives—not you. But you must be careful not to slip into any of their poor thinking, even for a moment. I don’t really understand sloth or surrender, and hope I never do. Poverty has its welcome mat out for those who bring either with them to the door. I got a call from my friend Bob Bolton, the owner of the Wendy’s restaurants in my area. He heads up a local charity in our small town called Baskets of Hope that arranges for food for families in trouble, hot meals for kids who aren’t getting them, and sometimes Christmas gifts. He calls each year for money, and I respond. He always has a story. This year it was about a father of three, the breadwinner, earning precisely $8 too much for the year to qualify for food stamps or state aid. His kids were averaging only a few hot meals a month. I refrained from asking what the fellow did for a living, what he was proactively and determinedly working on, or if he was burning midnight oil, up before dawn, or devoting even an hour a week to something that might make it possible for him to raise himself up and earn a good living. I refrained because the answer was unlikely to pleasantly surprise me. I went ahead and gave him and his kids fish for a day. Offering to teach him to fish, if he’s not already trying to learn and asking for help with that, would have been too costly. 21N E W S LE TTER We must never lose sight of how gifted we are. The Great Gifts are not found in a store or under the tree a single morning out of 365, nor are they ever handed to us by waiting, or worse, complaining. They can never be had by taking something away from others. One is the gift of opportunity to determinedly work at anything chosen in pursuit of any objectives desired. Some are sadly unaware of this gift; many reject it. We also possess a second gift that the fellow in the story above probably does not have: purposeful ambition and determination, the opposite of surrender. Whoever put you on that road gifted you greatly. Here we focus on business, specifically on deter- minedly working on smarter, sustainable marketing as the means of making your business generate wealth and of making your business life more self-directed and enjoyable. But I’ve never once tried helping anybody create a “soft” existence. I prefer being tough-minded and determined, and working hard on something I’ve deemed worthy of the work. Speaking for everyone on my team, we hope you have an enjoyable holiday season with family and friends and enjoy a break from your business. But I hope you prize the gifts described here as your greatest gifts and that on January 2 (if not before), you are purposefully and determinedly at work on some big opportunity. Member Spotlight by DARCY JUAREZ How A 33-Year-Old Millenial Found His “Home” With Magnetic Marketing Jerome Lewis always felt like something was missing in his career. As a member of the board of directors for a local real estate investment association (REIA), he could see that they struggled with their marketing—though he didn’t yet really understand marketing himself. The board chose him to help with technology and, by default, marketing—due more to his being the youngest member of the board than to any actual experience. 7 Years Of Marketing GOLD All Compiled Into This ONE Book! 22 NO B.S. MAGNETIC MARKETING LETTER Every month when he met with the board, he would repeat, “We aren’t really marketing…” but no one listened. They were stuck in what Jerome called “grandpop marketing” a version of the “we’ve always done it this way” style. Then Jerome heard Ron LeGrand speak during one of their mastermind meetings. When Ron said, “You know what the problem is? None of you know how to market,” the lightbulb went off, and Jerome felt like screaming, “This is what I have been saying!” Even though he knew the board still wouldn’t listen, he said to himself, Okay, that’s it—I need to figure out how we can start marketing—not only for the organization, but also for myself. So Jerome set out to learn. He came across one of Russell Brunson’s books sitting in his Kindle library and thought, I bought this book because everyone was talking about it, but it’s time I finally read it! He noticed Russell repeatedly talked about Dan Kennedy and realized, Aha—that’s the source. Let me go to the SOURCE! He read one of Dan’s NO B.S books. At the end, there was a call to action for the Most Incredible Free Gift Ever, which included a ticket to a two-day bootcamp. Before he knew it, Jerome was attending the bootcamp and drinking from the Magnetic Marketing firehose. I’m Home! Finally, he felt like he was home. This guy Dan is telling me the real thing. He’s not sugarcoating it! Jerome returned to the REIA, excited to implement what he had learned. But instead of excitement and enthusiasm, he was met with negativity. “We don’t have the technology…” “We don’t have the staff…” “Why would we spend that much money on marketing?” They were never going to listen. They hadn’t listened to Ron LeGrand, and they weren’t listening to him. He was going to have to do it for himself. It was the best decision he ever made, but it didn’t feel that way at first. Jerome said: I joined the Insiders’ Circle Coaching Program, and I built a digital course for $7. I had made about $10,000 selling this course, and on one of my first coaching calls, Darcy Juarez shattered my dreams when she said, “You can’t sell a $7 course, press Enter, and you’re off to the beach.” I thought, Oh my God, my life is ruined. But that’s what I needed to hear, and I appreciated it. Darcy told me that the market is different now, that I needed to provide some done-for-you services. People get confused and overwhelmed quickly and they are looking for people to do it for them. So Jerome pivoted from selling the course as his main product to selling done-for-you services. Then he realized that he could provide services as an agency. He could take everything that he was doing for himself and do it for others as well. Jerome turned his original course into a lead magnet. He’d heard Dan talk about the importance of a book, and since he was already speaking and teaching, he knew he just needed to deliver that same content in book format. 23N E W S LE TTER Whoever Can Spend The Most To Acquire A Customer Wins This was something that Dan Kennedy often says, but to Jerome the mindset was new, and it was something the REIA really struggled with. They would penny-pinch instead of doing whatever it took to monetize their marketing. Jerome said: “Implementing the book process allows me to run more ads. Because when people are paying for the book, I can spend more money on marketing. That strategy was a game changer for me. I can take them up and down my value ladder, through my funnels, anywhere I want.” Now in his own business—working with real estate entrepreneurs, agents, and investors—Jerome helps people see the power in this strategy. It’s not about the book itself he’s realized; it’s about all the things you can do with the book and the doors it opens for you. In less than a year, he has written 10 books, all leading prospects to his agency services. He’s grown his list from 0 to 600 organically through his book funnels and speaking engagements. And he has gone from charging $7/client to $2,997/ client, with 40 clients on a new continuity. Here are seven of the biggest Magnetic Marketing principles and ideas Jerome attributes his success to. Create A Pain Of Disconnect“I heard Dan Kennedy telling one of the other Members on a Diamond Q&A call that you need something that causes pain when they try to switch from it. I heard Russell Brunson say that software is the best thing you can give somebody that will cause a pain of disconnect. And I heard Darcy say that you need done-for-you services where you can get paid higher dollars and then clients become addicted.” Use The Magnetic Marketing Community “A big part of my monthly membership is finding the nuances. There is so much information out there, but during any of the live calls from any of the experts, I’m looking for the nuances to apply what is being taught.” Building A Real Business Is Hard Work “In my experience, building businesses is not easy, but many people trick you into buying by saying, ‘This is so easy!’ I have yet to find any kind of easy business. They all require hard work, but if you are willing to put in the work, you’ll get there. Take it one step at a time. On one of our coaching calls, Darcy said, ‘You’re not going to implement everything at once. So just take it piece by piece and implement one thing at a time. You’ll always find something.’ Ron LeGrand, who has been a Member forever, told me that he just looks for one thing to integrate each time. You’ll never figure out everything, especially all at once. There’s always a way to improve.” There Are People Willing To Pay The Prices You Want To Charge “You just have to discover those people. Many people are frustrated. They’ve tried certain things and they need your message. Some people don’t have money problems, but they are looking to solve other problems, and they’ll pay whatever or do whatever it takes.” 24 NO B.S. MAGNETIC MARKETING LETTER Change The Relationship: Encourage People To Approach You When Jerome first started speaking, he got standing ovations, and he hoped people would seek him out. With his new book in hand, he’s changed his approach. Now, he lets his audience know that he has brought copies of his book to share and if they would like one to come see him after he speaks. There are swarms of people after his paid engagements wanting to continue their relationship with him through his books. This is one of the ways he has grown his list from 0 to 600 in just a year. Shock And Awe “The biggest game changer for me has been the Shock and Awe box and the books. The Shock and Awe wouldn't be as potent without the books. I don’t know how to explain it, but they are really powerful. People are so impressed, and they’ll say, ‘Oh my God, this is so much. This is amazing. How much do I owe you?’ Which gives me the opening to say, ‘Take it; it’s my marketing material. This is what I teach real estate agents how to do for themselves.’ There isn’t a better conversation starter than this!” Know WHO Your Ideal Client Really Is When most people talk about knowing your avatar, they immediately default to demographics. Jerome said: “I think I know who Dan’s avatar is—a conservative, white male, probably a little bit older. And I may not be that way in age (I’m a 30-year-old millennial), in color, or in culture, but in mindset and psychographically, I am his exact target! Recently, it became much clearer to me that psychographics are more important than anything else because that’s how people think. I want you to tell me the real thing—don’t butter me up, don’t sugarcoat it—and that is exactly what Dan will do. I AM his target. I’ve realized that others in the coaching group—Kendra, Bonnie, Kannary—my peers, we are all the same. We are in different packaging, different colors, but we all have similar psychographics.” With healthy front-end offers in place to drive to his main offer, Jerome has positioned himself to develop the next level and create a $100,000 package. As he says, “With just 10 of those a year, that’s a million dollars right there.” 25N E W S LE TTER His parting words for those just getting started: “Build out your systems, build out your assets, start developing your message so you can talk to these people and they come to you saying, ‘I’m ready.’” Magnetic Marketing In Action by DARCY JUAREZ Each month, we bring you examples of how real entrepreneurs and businesses are using Magnetic Marketing every day. Example #1 is from Dan Kennedy. Here is Dan’s note: Here, from my past multi-year Mastermind Member and friend Pastor Nelson Searcy, are three different offer pages from inside his most recent book linked to his coaching business, Church Leader Insights. This is how to depict and describe offers! Brilliantly done. Note that there are bonuses with two of them and multiple means of response with one of them. There are a total of five different offers in this book, one on the very first inside page, with the others at the back. 26 NO B.S. MAGNETIC MARKETING LETTER Example #2 A few months ago, my neighbor and I decided to epoxy our garage floors. Since we were having it done at the same time, we received a group discount. These garages are in the front of attached townhouses, so while they worked all day, the entire complex could see what was happening. The truck they brought out had no wrap, logo, or information. They started to draw the attention of neighbors, who asked us what we were doing. A multitude of missed marketing opportunities! A smart marketer would have capitalized on the fact that they were already out in the area working on two sites, which would have visual proof by the end of the day! You have a referral or “forced” referral readily available. At worst, you have the makings of an endorsed mailer (I showed an example of this in November’s newsletter) by either one or both of the happy homeowners. Plus, this is a complex where all the homes were built at the same time. If two garages needed the work, you can guess that most of the others did too. If you aren’t going to do an endorsed or referred strategy, marketing to a geographical area that you know has a high need for your services would elicit a higher-than-average response to even a poor offer. But nope, I never heard from this company again, and I never saw any advertisements sent to our addresses. Our copywriter Heath Wilcock showed me this example, and I thought, They get it! There are a lot of things they could fix to make this a better piece, but it’s targeted to an area where they were recently, and they have provided a reason why someone would qualify for the discounted price. Example #3 also uses “we are in your area” as the reason why. Example #4 is an irresistible offer of 8 cigars for $10. 27N E W S LETTER One thing that many marketers don’t pay attention to but does have an effect on their conversion is the call to action. • What are you asking your prospect to do to claim your irresistible offer? • Where are you asking them to go? • What web address are you sending your readers to? • Are you giving them a phone number to call? • Are you making it easy and clear for them to claim the offer? This was an ad in a magazine; therefore, the reader will have to get out their phone or go to their computer to access a website. My rule of thumb for print and direct mail is to make the URL easy to remember and easy to type. One way to do this is to avoid backslashes whenever possible. A new domain is cheap at $12, which is more than I will lose from a prospect who mistypes a long, arduous URL. Due to the resurgence of QR codes along with the ability for smartphones to easily scan the codes, you can add a QR code as a means of response. (Be sure to provide clear directions on how to use the code. It’s as simple as saying, “Point your camera at the QR code, tap the link that pops up, and claim your eight cigars for $10!”) If you have an example of Magnetic Marketing in action to share with the community, send it to us at Newsletter@MagneticMarketing.com.
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