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PROOF POSITIVE THAT Sampling Of Clients (Past/Present):
A FEW OF THE
CLIENTS Pamela Yellen, Prospecting & Marketing InstituteYou'll hear Pamela on the "Spill The Beans" Tape. For a number of years, she sold her info-products only via "manual labor", at speaking engagements, and while she still does that, she has developed a much larger income stream from direct marketing of an expanded line of info-products for her original niche, and an entirely separate, second info-products business for another niche. The income and the freedom from a grueling travel schedule allowed Pamela and her husband Larry to relocate from Phoenix to Santa Fe, New Mexico, build their dream home there, and now operate their business from home with zero staff. Jeff PaulYou must know the Jeff Paul story, and you've probably read the book, "How I Make $4,000.00 A Day Sitting At My Kitchen Table In My Underwear." As Jeff will freely tell you, he was failing miserably in info-product marketing when he came to the first of my SuperConferences, and I personally gave him a short list of corrective measures to re-invent his product, fix his advertising and turn his business around. His income skyrocketed in a matter of months to over $100,000.00 a month. He subsequently built several successful info-products businesses, sold one for a very substantial profit, and has become a highly paid, much in demand consultant. He has a very strict set of "rules" about how he wishes to live his life, and designs his business activities to support that chosen lifestyle.
Chauncey Hutter
|
| •Auto Repair Shop Owners | •Heating/Air Cond. Contractors |
| •Carpet Cleaners | •Landscape Contractors |
| •Chiropractic | •Mortgage Brokers |
| •Clothing Store Owners | •Real Estate Agents |
| •Dentistry | •Restaurant Owners |
| •Florists | •Tax Accountants |
"STUDENTS" OF MY METHODS,
ATTENDEES
OF PAST SEMINARS AND INNER CIRCLE MEMBERS
ARE IN MANY OTHER DIFFERENT
INFO-PRODUCT BUSINESSES, INCLUDING:
• "Speed Seduction" .....you may have seen Ross Jeffries on Oprah, Sally Jesse Raphael, etc. ; his ads run regularly in men's magazines. Ross markets info-products on "picking up women." His "Speed Seduction" program carries a price tag of nearly $500.00.
• "Weight Loss Secrets Of Las Vegas Showgirls".... Dr. Scott Lewis is actually a chiropractor whose first info-products (books and audio tapes) have to do with "follow-through motivation" re. diet and exercise, and hundreds of thousands of those products have been sold in conjunction with several different TV infomercial products. His newest venture is marketing these new videos he recently produced.
• "Wealth Secret Of A Desperate Iowa Housewife" ..... Louise Nielsen turned her true story of starting a housecleaning business broke, with a bucket and sponge, and building up, and selling, a multi-million dollar company into an info-product that has been profitably advertised and sold for nearly 4 consecutive years.
• "Let A Pro Teach Your Son To Hit Home Runs".....a former pro ballplayer has developed a business selling how-to videos, audios and manuals to parents of Little Leaguers. He has gone from one product to twenty, and a million dollar a year business!
• "How To Kill A Man With Your Bare Hands In 60 Seconds"....."Quick Kill" Williams' full-page ads are a staple in martial arts, soldier-of-fortune and men's magazines every month, fueling a business featuring a huge collection of video and printed info-products like his "Speed Hitting Course", ranging in price from under $100.00 to over $1,000.00. "Quick Kill" has attended a number of my seminars over the years and -- fortunately for me!!! --- has profited by doing so.
• The largest publisher of test prep guides for postal service, other federal jobs, police dept. jobs, etc.
• A national association of professional hypnotists
• A 10-million-dollar a year mail-order marketer of alternative health books
• A bestselling book on improving eyesight
• An audio-tape program by fitness guru Covert Bailey
• A memory improvement course
• The leading audio/video program on back injury prevention in the workplace
• The #1-selling collection of audio, video, and multi-media theft control training programs for the supermarket, convenience store and drug store industries.....over 5,000 CEO and Corp. Training Directors signed as newsletter subscribers in first year of publication.....
• A comedy newsletter for radio disc jockeys
• A complete time management system
• New "Psycho-Cybernetics" branded products sold in bookstores, on line, by Nightingale-Conant and in other catalogs
***********************************************
WHAT MIGHT
YOU LEARN
FROM ALL THIS EXPERIENCE?
In this business, it only takes one
great idea
to make a million........
WHAT
WILL YOU DO
WITH A WHEELBARROW FULL OF 'EM?
************************************************
T.J. & EILEEN ROHLEDER
M.O.R.E.,
Inc.
(Info-products and business opportunities)
"Thanks in large part to Dan Kennedy's guidance, methods and strategies we are going to break the Five Million Dollar yearly sales mark, for the first time in the history of our company."
JOHN
LA TOURRETTE
Warrior
Publications
(Personal
growth, mental toughness and martial arts publications)
From 1992: "It seems like, after 14 years of 'hoping' and struggling, you've finally shown me how to make real money from selling my information. Things are now happening I never thought were possible. Dan - you are one of the handful of people who really got me started."
From 1999....."We've sold 3,407 videos in the "Kahuna Warrior Mind" series in the last 4 weeks alone! We pull in $33.00 plus S&H for each video. And of all the purchases, we've had only 17 choose the "Silver" package, and 9 of those upgraded to "Gold" as soon as they watched the "Quick Start Video". Most of the rest buy the "Gold", but are immediately sold up to "Platinum" - for another $97.00."
(DAN'S NOTE: That's over $112,000.00 in business - about $4,000.00 A DAY....wouldn't you like to know how to do this?)
GREG
RENKER
Guthy-Renker
Corporation
(TV Infomercials incl.
Tony Robbins, Victoria Principal, Kathy Smith, Covert Bailey, etc.)
"We try never to make an important marketing decision without consulting Dan Kennedy. While our use of his services is not restricted to 'information products', there is no doubt that Dan Kennedy has more real knowledge about successfully marketing such products than anyone else."
(DAN'S NOTE: the Guthy-Renker Corp. has paid me nearly a half-million dollars in fees and royalties, in a consulting relationship dating back to their very first infomercial.)
JOE POLISH
Piranha
Marketing, Inc.
(Info-products for service
industries)
About Product Development
I have built product for Entrepreneur Magazine, Hume Publishing, Guthy-Renker, Group M Marketing, Nightingale-Conant, and a number of other companies......co-authored product with Tony Robbins, Jeff Paul, Pamela Yellen, Dr. Maxwell Maltz......and ghost-written product for over a dozen authors/speakers. Over the years, I have created and sold over 100 different info-products of my own. My own products have been sold in over a dozen different companies' catalogs, in joint-ventures with magazine and newsletter publishers, even on TV. The very first info-product I ever created, in 1973, sold over 1,000,000 copies. I developed an entire collection of info-products for the chiropractic and dental professions, sold via seminars and direct-mail in 1983-1987, then licensed to another entity and sold by that firm for several years, then bought back, up-dated and re-licensed in 1998. For several years I was the CEO of a custom cassette manufacturing company which, at the time, produced products for roughly 1/3rd of all the professional speakers in North America. Three years ago, I organized The Psycho-Cybernetics Foundation, and we have developed a new home study course sold by direct-mail, a new audio product sold by Nightingale-Conant and in SkyMall catalogs, and a new book sold in bookstores. I am currently developing new info-products for test advertising this year in the horse racing industry.
About Magazine Ads
The first full-page ad I created for a client (in 1975) ran every month in dozens of magazines for a month. The first full-page direct-response ad I created for my own products (in 1974) provided a 4-1 (400%) ROI and ran until the product was unavailable. More recently, in one category, for several months, 11 of 63 full-page ads in one national magazine were written by me, for 11 different clients! I have created full-page ads for info-products that have produced as much as 9-1 ROI via 1-step selling, and, in total, that have sold well over 25-million dollars worth of various info-products. My full-page ads for clients as well as my own products have appeared repeatedly in Success, Entrepreneur, Money, Moneymaking Opportunities, all major airline magazines, as well as diverse publications including Golf Digest and Prevention.
About Direct-Mail
I have been paid as much as $72,000.00 in fee + royalties in one year, for writing one sales letter - and paid more than $50,000.000 each for a number of sales letters. Over the past 5 years, my sales letters have either become my clients' "controls" or beat their "controls" over 80% of the time. In 1999, one client, selling an audio/video info-product, made over $200,000.00 in profits from mailing one of my letters to less than 30,000 prospects. With case history after case history, I have successful, profitable sales letters to show for nearly 100 different clients, projects and info-products. Millions and millions of pieces of direct-mail created by me have been mailed. Even top freelance copywriters have purchased my products about copywriting. My book THE ULTIMATE SALES LETTER has been continuously available in bookstores since its first publication in 1991. The sales letter developed with my assistance by Nightingale-Conant for 'The New Psycho-Cybernetics' product made that N/C's #1 best-selling personal development program of 1999.
About Broadcast FAX
Although there are current and pending future legal restrictions and problems with its use, I have had enormous success in the past two years generating leads for/marketing info-products, as well as seminars, via Broadcast FAX. In a number of instances, we have generated leads at a fraction of cost from other media. In two instances, info-product businesses grossing over $100,000.00 a month have been built entirely on the back of Broadcast FAX.
About Television
The infomercial I wrote and produced for U.S. Gold still holds the record for longest-running lead generation show for a business opportunity (7 years), and it made the client a millionaire+. I have had numerous successes and even more failures in the infomercial field, spanning 11 years. I have been a guest expert on panels at the national conventions of both the National Infomercial Marketing Association and the Direct Marketing Association, and had articles published re. infomercials in both TARGET and DM NEWS.
About Audio Tapes As Sales Tools
I have created some of the most successful tapes used as sales tools ever used. For a product of my own ('The Money/Business/Success Course'), my 90-minute audio tape sold over $500,000.00 worth of courses in 18 months, with an average conversion rate of 15%. More recently, I developed three different "recruiting tapes" for two different MLM companies and, in total, over one million of those tapes have been distributed.
About Video Tapes As Sales Tools
I have written and/or turn-key produced "video brochures" for MLM companies, business opportunity and franchise companies, home study course publishers, as well as a variety of consumer products. Consulting clients specific to this have included the Amway Corporation and ICS, International Correspondence Schools.
A Very
Small Sampling Of The Important Topics
That Are Covered On These Tapes:
1. Prolific product development
2. Three biggest mistakes made when putting together info-products
3. Acquiring product or product content from others
4. Finding, hiring and using freelance researchers and writers
5. Finding, hiring and using ghost-writers
6. Where to find experts by-the-boatload who will cheerfully contribute to your info-products, free (pay them nothing, not even a royalty)
7. How to create products that have exceptional sales appeal
8. How to create products that have a "sales story"
9. How to create products that others will want to sell
10. Command exceptionally high prices and maintain high margins
11. How to create and sustain a continuity program and "lock in" stable monthly cash flow and income
12. How to "build in" content and mechanisms in one product that automatically sells another
13. How to get a higher price via "limited continuity": a different way to package and sell a high-priced product
14. How to get a 6-tape album done in 1 day: from idea to finished product
15. How to read -- the daily newspapers, trade journals, etc. --- for good info-product ideas, titles, content
16. Rapid Research: how to get all the raw material you need for a new info-product organized in one week
17. How to set product prices (for maximum profit)
18. A discussion of product media incl. CD's, Audio, Video, Print, etc.
19. Delivery of info-content to customers via the Internet
20. What to "build in to" info-products to minimize returns and refunds
21. How to add a lot of perceived value to products at little or no cost
22. How to get and use Public Domain material free
23. Why, when and how to profitably use a "free" newsletter
24. How to build a paid circulation newsletter business
25. Renewals: what works, what doesn't
26. How to make "content" for a really good newsletter easy (4 tactics)
Multiple Income Sources
27. How to license your products for non-competitive use by others
28. Pros, cons, dangers, details of international or territorial licensing
29. Re-cycling old product for new income
30. Marrying info-products with info-services
31. How to get paid for access to your customers: exploiting the Toll Booth Position
32. How to identify, nurture and exploit the Hyper-Responsive customer
33. How to minimize customer service without creating customer dissatisfaction
34. Outsourcing: options, problems, quality control
35. Five Poisonous Patterns that destroy successful info-product businesses: how my clients have shot themselves in the foot
36. Rapid Market Research: 5 things to do, to get a more thorough understanding of a target market
37. How to use continuity-type products to create stable, predictable cash flow AND equity AND more valuable customers
38. What to do to extend the life span of an info-biz in a small niche
39. A discussion of the Publish-On-Demand approach to the business
40. Legal Hazards specific to info-products
41. Long-Term Vision: how to create Wealth via info-products
42. Will "books" be extinct? - Paper-n-ink vs. the Internet
43. How to use an info-products biz to make any vacation anywhere tax-deductible
44. How info-marketers have successfully "re-invented" themselves after saturating a market
45. How to test an idea as quickly and cheaply as possible
Advertising & Marketing
46. Why, when and how to use Self-Liquidating Lead Generation
47. 1-Step advertising: appropriate uses, effective techniques
48. Multi-Step Marketing: appropriate uses, effective technique
49. A look at info-marketers' use of Celebrities and Celebrity Endorsements
50. How to get FREE Celebrity Endorsements
51. Ten different ways to use Testimonials
52. Offer Options: how to structure the most appealing Offer
53. When and how to change the offer during a marketing sequence
54. Payment Terms: variety of ways to structure and present payments
55. How to write, present and manage Guarantees, to maximize sales
56. How to use Premiums to drive the sale
57. How to best utilize new marketing technologies incl. tele-conferences, recorded messages, broadcast FAX, broadcast Voice Mail, e-mail
58. How to create Credibility for info-products
59. How to create Believability for info-products
60. 14 Steps to "World Class Expert" status
61. How does "brand identity" work in the info-products business?
62. How to make a fortune giving your info-products away for free
63. Info-product sales strategies from "E.R.", the Mafia, the devil, James Bond, Ed McMahon, Ted Turner
Radio & Television
64. The changed and changing face of the infomercial world
65. The only sensible way for an info-marketer to use TV right now
66. How to use "talk radio" to test......to market
67. How to sell a million dollars of info-products a year doing interviews at home, sitting on your patio
68. Lead generation via spot radio advertising
Trade Secrets
69. In the past 3 years, Platinum Inner Circle Members, all info-product marketers, have paid over $200,000.00 in fees to attend their meetings, to share "what works", and combined, these Members have sold well over 50-Million Dollars of info-products during that time period. Without violating specific confidences, many of the discoveries made, "guinea-pig'd" and shared by these marketers are shared on these tapes.
70. The 5 secrets of creating "Customers For Life", each with value exceeding thousands to tens of thousands of dollars.
71. Why, when and how to compete with yourself in a given market
72. How to get top-drawer direct-response copywriters to work for you for free
73. How to periodically set up "Giant Pay-Days" within your Info-Product Business
74. Exit Strategies: 5 ways info-biz owners extract large "walk away money" from their businesses, when the time comes
75. A Lifetime Of Homework: my personal daily/weekly/monthly reading list....what every info-marketer must read
76. 7 Million Dollar Lessons About Customer Behavior That I've Observed In Horses - just paying attention to this "Big 7" will save and make you a ton of money
77. Copywriting: as you know, two years ago I conducted a complete seminar exclusively about copywriting - here we will review and examine the critically important keys as they relate specifically to selling info-products
78. How to virtually GUARANTEE that a new info-product and the marketing of it will be successful and profitable. Exactly how to write yourself an "insurance policy" against loss or failure.