the gkic magnetic marketing lifestyle liberation kit · welcome to the gkic magnetic marketing...

THEGKICMAGNETICMARKETING

LIFESTYLELIBERATIONKIT

GofromFrustrationandOverwhelm

toWealth,Success,andaGreat

BusinessLifestyle

www.gkic.com

©2016Glazer-KennedyInsider’sCircle,LLC.AllRightsReserved.

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GKICMAGNETICMARKETINGLIFESTYLELIBERATIONKIT

©2016Glazer-KennedyInsider’sCircle,LLC.Allrightsreserved. Page3

TheGKICMagneticMarketingLifestyleLiberationKit....................................................................................4

TheGreatDivideofBusinessOwners.........................................................................................................5

AbundanceThinking.................................................................................................................................10

MaximizingtheValueofEveryCustomer.................................................................................................13

IncreasingPricesUsingTieredPricing......................................................................................................16

IncreasingPricesByRepackagingYourOffer...........................................................................................17

MarketingtoYourExistingCustomers.....................................................................................................19

FearofFailure...........................................................................................................................................22

TheGKICViewofFailure..........................................................................................................................26

CreatinganImageofYourIdealLifestyle.................................................................................................27

SuccessKey#1:Community.....................................................................................................................31

SuccessKey#2:MaketheOfferYourCustomerCan’tRefuse(CreateaCompellingOffer)....................32

SuccessKey#3:AvoidingPerfectionism(FearofCriticism).....................................................................35

SuccessKey#4:GetYourCustomertoChaseYou,InsteadofChasingYourCustomer...........................38

SuccessKey#5:PutPattoWorkforYourBusiness..................................................................................42

SuccessKey#6:InvestinMarketingandSalesandAvoidMoneyWorries..............................................46

SuccessKey#7:TapIntotheMagicalForceoftheMarketingandSalesTriangle...................................49

SuccessKey#8:ParallelVs.Serial(MassiveAction).................................................................................54

SuccessKey#9:KnowWhyYourCustomerChoosesYouVersusAnyoneElse........................................57

SuccessKey#10:InvestinYourselfandMarketingandSales..................................................................60

SuccessKey#11:AutomaticSystemsThatNeverLetCustomersandProspectsForgetAboutYou........63

SuccessKey#12:KnowingThatOneistheWorst#.................................................................................67

SuccessKey#13:Followthe“Leapfrog”Principle....................................................................................68

SuccessKey#14:GeneratingTheBiggestImpactfromEveryAdvertisingDollar....................................72

SuccessKey#15:PersonalDevelopment/LearntobeaGreatCopywriter..............................................76

PuttingYouInControl..............................................................................................................................77



THEGKICMAGNETICMARKETINGLIFESTYLELIBERATIONKITGofromFrustrationandOverwhelmtoWealth,Success,andaGreatBusinessLifestyle

WelcometoTheGKICMagneticMarketingLifestyleLiberationKit.Theinformationinthis

programhasthepowertocompletelychangeyourbusinesslifefromoneoffrustrationand

overwhelmtowealth,success,andagreatbusinesslifestylethatgivesyouthefreedomtodo

whatyouwanttodo.

Ifyouarelikemostsmallbusinessownerstoday,youareconfused,overwhelmed,andfranklytiredoftheso-calledexpertsandtheirconflictingadviceabouthowtorunyourcompany.

You’rehearingthingslike:

• It’sallaboutsocialmedia• No,directmailisbest!• Directmailisdead!• Ifyouaren’tonTwitter,yourbusinesswon’tsurvive• Facebookisthemust-haveinyourmarketingandsalesarsenal• You’vegottodoGoogleLocal,SEO,localsearch,advertising,onlinereviews• Andonandonandon…

Weareheretomutethenoise—toguideyoutoclarityaboutarelativelyshortlistoffundamentalprinciplesandstrategiesthatwillpreventyoufromwanderingaroundlostinadeep,denseforestofmedia,alldemandingyourattention,time,andmoney.

Theprincipleofattractionissomethingyou’veprobablyheardaboutonatalkshowlikeOprahorreadaboutinaself-helpbookbyoneoftheso-calledgurus.

Unfortunately, theprincipleofattraction ismost frequentlypresentedasmerelyametaphysicalconcept,andpeoplecarryittofoolishextremes—weknowyouhaveheardthisbeforebecausewehearitallthetime—thinkingwillmakeitso.

GKICwantsyoutoknowthetruth,andhereitis:

DoingnothingbutthinkingaboutgrowingyourbusinessorpracticeWILLNOTmakeitso.

Fortunately,that’sonlyhalfthestory.



Here is the truth that smartmarketers know and use to their advantage every single day: Theprincipleofattractionislegitimatewhenappliedinapracticalmanner—asinamarketingandsalesstrategy—andthat’swhatMagneticMarketingisallabout.

Theideaissimple:

Mostmarketersapproachtheprocessofmarketingandsalesasiftheyarehunters,whichmakespotentialcustomers,clients,orpatientsfeellikeprey.Thisnaturallyproducesresistance.

Weprefersellinginalow-resistanceenvironment.Inalow-resistanceenvironment,theconsumerfeels like he is discovering, selecting, and coming to you rather than reacting to a pushy salespresentationwhereheneedstokeephisguarduptoavoidbeingsoldsomethinghedoesn’twantorneed.

Whenyoudomarketingandsalesright,yourprospectchoosesyou.

Soundsgreat,doesn’tit?Sowhydoesn’teveryoneapproachmarketingandsalesthisway?

Letusofferyouthisradicalandchallengingidea:

Prettymucheverythingyouthinkyouknowandhavebeenconditionedtobelieveaboutmarketingandsalesiswrong.

THEGREATDIVIDEOFBUSINESSOWNERS

Weareabouttoexposeagreatdivide.

• Ononesidearethemajorityofcompaniesandbusinessowners.Theyaremarriedtoaverytraditional,mainstream,brandandnamevisibility,largelyunaccountablemarketing,sales,andadvertisingstrategy.

Theyareinvestingtheirmoneyweekafterweek,monthaftermonth,yearafteryear,basedonthehopethatitwillleadtonewcustomers.

Theythink(falsely,bytheway)that,byusingthenewestmedia,theyaredoinganewkindofmarketingandsales.

Butintruth,theyaremerelymovingthesamebadadvertisingandflawedmarketingandsalesstrategiesfromonemediatothenext.

• OntheothersideofthedivideisasmallragtagbandofrebelsandrenegadeswhoutilizeMagneticMarketing.

Allofwhichwearerevealingtoyoutoday.



WhenyouseehowMagneticMarketingworks,you’llsmackyourselfintheheadfornotseeingitsooner.

• Youwillbeinaweofhowmuchsenseitmakes.• Youwillneverlookatanad,asalesletter,awebsite,oranyothermarketingandsalespiece

thesamewayagain.• Youwillmakemajorchangesinyouradvertising,marketing,andsales—fast.

Weknowthiscansoundabitintimidating,butdon’tworry.Youaren’taloneinthis.Lotsofpeoplehavebeenwhereyouare.

Here’sanactualletterfromoneofourmembers,RobertfromFlorida:

Iwas tryingtosizeupthe telephonepoles, tryingto figureoutwhichpolegavemetimeto

acceleratemytruckfastenoughthatwhenIhitthepoleI’ddieonimpact.

I did this each morning on my morning commute to work before I discovered Magnetic

Marketing.

Mycustomersthoughttheyownedme,myemployeeshatedme,andIwasn’tmakingmoney.I

thoughtmyonlyvaluetomywife,ourfour-year-olddaughter,andournewbornsonwasdead

sotheycouldcollectthelifeinsurancepolicyIhadboughttwoyearsbeforewhenIopenedmy

business.

ThesuicideexclusioninthelifeinsuranceranoutjustaboutthesametimeIwasinmoredebt

thanI’deverimagined.Myrevenuewasanupanddownyo-yo,andmyemployeesblamedme

for everything that was going wrong—even though none of them were stepping up to do

anythingtogrowthecompany.

Magnetic Marketing changed everything. I discovered there were ways to generate more

incomewithouthavingtogetnewcustomers.

Iwasabletospendlessonmarketingandsalesandyetgeneratemorenewcustomersbecause

Iknewwhatwasworkingandwhatwasawasteofmoney.

Ilearnedhowtocustomizemymarketingandsalesmessageandcreateanofferthatattracted

customersIenjoyedworkingwithandwhoappreciatedwhatIprovidedforthem.

Most importantly, I figuredoutapower thatgetscustomers tocometomerather thanme

havingtochasethem.

TheskillsI’velearnedhavetransformedmylife.I’mnowincontrolofmybusiness.Ihavethe

incomeandfreedomtoenjoytimewithmyfamilyandgotomykids’gamesandperformances.



Wetakefamilyvacationseachquarterwherewegetawaytodiscoverfunplacesthroughout

America.Andmycompanyisgeneratingmoremoneyfromeachcustomer,whichallowsmeto

investtohirebetteremployeeswhogetthejobdonerightthefirsttime,takeownershipfor

theirrole,andappreciatetheopportunitytoworkatmycompany.

MagneticMarketinghasgivenmeareasontolive,anopportunitytobecreative,andhashelped

meenjoymyfamilymorethanIevercouldhaveimagined—allfromasinglebusinesscourse.

Thankyou.WhileyoupromisedMagneticMarketingwouldtransformmybusiness,itactually

transformedourlives.There’snothingIcouldsaytothankyouenough.

Signed,

RobertfromFlorida

Robert’slettergivesyouanideahowlife-changingMagneticMarketingcanbeforanybusinessorpractice.Whenyouaresittingtherewithbillstopay,customerswhoareleaving,andemployeeswhoannoyyou,itmayseemlikethere’snothingyoucando.

Allowustorevealabetterwaytorunyourbusiness.Somethingthat’llmakeyourbusinessfun,giveyouprideinownership,andcreateagreatlifestyleforyouandyourfamily.

Thesmartquestionsarenot:

´ HowcanI“getpast”thegatekeepers?´ HowcanI“get”anappointment?´ HowcanI“lure”aprospectintomyshowroom,store,office,seminar,orwebinar?

Andtheworstquestionofall:

´ HowcanIsellsomethingtosomeonetoday?

Thesequestionsallhavethesameprimitivefoundation;thecavemancontemplatinghowhecanfindandkillabeasttodaysohisbroodcaneattonight.

THESMARTERQUESTION

Hereisthemuchsmarter,moresophisticatedquestion:

Howcan I setupasystemofattraction thatbringsa steady, reliable streamof idealpotentialcustomers,clients,orpatientstome,askingformyadviceorassistanceasatrustedauthorityorproviderintheircategoryofinterestor,evenbetter,prospectswhohavepredeterminedtobecomemycustomersorclientsifIacceptthem?



Thisisamuchmorecomplexquestion.Itrepresentsamajorshiftinapproach.Ifyoucanaccomplishthisforyourcompanyorpractice,itwillbeneficially(andmaybeevenradically)alteryourentireexperienceofdoingbusiness.

Establishing a systemof attractionwillmake competition irrelevant,minimize price resistance,facilitatepriceelasticityandhigherprofits,makeyourtimeinfinitelymorevaluable,andcreatealessstressfulsellingscenarioforyouandyourcustomers—leadingtogreatercustomersatisfactionandmorereferrals.

TheconceptsandstrategieswerevealwithinTheGKICMagneticMarketingLifestyleLiberationKitarewhatthemostsuccessfulsmallbusinessesintheUnitedStatesandaroundtheworldareusingrightnow.

Withinthisprogram,we’regoingtoshowyouexactlyhowyoucanreapthebenefitsofusingthemyourselfinyourownbusiness.

AndwhatbetterwaytodothisthantohavesomeofourGKICmemberstellyoutheirstories

Throughoutthisprogramyou’llhavetheopportunitytomeetandlearnaboutseveralbusinesses.

Theyareasdiverseasthesmallbusinessworld,fromservicebusinessestoretailtoprofessionalpracticesandeverythinginbetween.

Theyrepresentasmallcollectionof the thousandsofGKICmembersaroundtheworldwhoareusingMagneticMarketingstrategiestotransformtheirbusinessesandtheirlives.

You’lllearnmoreaboutthesebusinesseslater,butallowustointroducethemtoyoubrieflyhere:

• MarkMehlingisaretiredNavypilotwhocreatedapart-time,$100,000+incomeworkingfromhomeafterhenoticedsomething invisible to thosearoundhimandbeganapplyingsomebasicbusinessprincipleshelearnedfromGKIC.

• Dr.DonnaGalanteisanorthodontistinasmalltownof85,000people.Thistownisfullofgeneraldentistsofferingorthodonticstogrowtheirincomeaswellas28otherorthodontistcompetitors.InspiteofstiffcompetitionDonnawentfromasinkingshippracticewithsilentphonestodoublinghernewpatientflowandincreasingherpractice’sprofitbymorethan$500,000.

• HossPratt spent three years flying giving seminar after seminar,week afterweek afterweek,untilheandhisfamilycouldn’ttakeitanymore.Thisallchangedwhenhewrotedownwhathisbestbusinesslifewouldlooklike.Todayheworksfromhome,makessixfiguresamonthinanall-virtualbusinesswithnoemployees,andspendsplentyoffamilytimewithhiswifeandbabydaughter.



• JimmyNicholasturnedtotheGKICcommunityforhelpafteryearsofnoprofitsandnothingbut struggle.HebeganusingGKIC-stylemailings and increasedhis profits bymore than600%,andheisontracktoadd$1.4millionofrecurringrevenueoverthenextfiveyears.

• John Rinaldi sells equipment that provides metrics and analytics for heavy machinefactories.Hetransformedhisbusinessfrombeingjustoneofmanysuppliersofacommodityproductandbecameacelebrityamonghiscustomersaroundtheworld,growingsalesby140%andnetprofitby715%.

• WalterBergeron tookmassiveaction for90days togo from“marketingbyaccident” tohavingafullyimplementedprofitablemarketingsystemforhiselectronicsrepairbusiness.His$1.1millioninsalesspeaksforitself.

• Dr.DaroldOppisafamilydentistinasmalltowninSouthDakota.WhenanunscrupulousbusinesspartnergotDaroldintotroublewiththeIRS,thewholetownknewit.Thisdentistlosteverything,andthenheearneditallbackandmore,byinvestingmoreintomarketing—andintohiscommunity.

• Dr.RickSchaeferstartedahigh-endmedicalpracticethatfocusesonprovidingpremiumservicesatpremiumprices forahighlytargetednicheofpatients.HisKneeSpecialistsofWisconsinbringsinover$50,000aday,andhehaspatientsdancinginthehallways.

• Jeff Giagnocavo uses customer education, authority marketing, and a unique sellingproposition(USP)togethiscustomerstobuy$30,000mattresses.

• DanielleKeperlingthoughtitwouldbeagoodideatogobacktoschoolforanMBAwhenthe residential housing market tanked in 2008. While the degree didn’t help her learnanythingaboutmarketing,aserendipitousfindintheuniversitylibrarylandedherfamily-ownedhistoricrestorationscompanyonPlanetDan.Shesetabouttakingmassiveaction,andnowherdadcomplainsabouthavingtoomuchbusiness!

• Dr.PhillipYoo’sparentstoldhimthatallhehadtodotobecomesuccessfulwastobecomeadoctor.Theywerewrong.Hehaslearnedthatwhateveryourprofession,youneedtobeamarketerfirst.

• ShaunBuckwasateenageddadwhomade$4.25anhourplayingthemouseatChuckE.Cheese.Determinedtoraisehisson,Shaunquitschooltogeta“realjob”andstartedhisfirstbusinessatage21.GKIChelpedhimnarrowhis focustohisbestproduct,andtodayTheNewsletterProproducesandmailsmillionsofnewslettersayearforclientsinjustabouteveryindustry.

• Dr. Jeff Anzalone is a self-described “redneck periodontist” in Monroe, Louisiana. DanKennedy calls him the “Doc with Hustle” because Jeff really hustles when it comes toimplementingGKICstrategies.Likemostdentists,heleftdentalschoolwithnomarketingskills.GKICchangedallthat,allowingJefftoleapfrogoverbarriersandbecomeknownasthebestproviderofperiodonticsandanexpertinthefieldofdentalmarketing.

• DustinBurlesonopenedhispracticeasanorthodontistamilliondollars indebt.TakingwhathelearnedathisfirstSuperConference,Dustintransformedhispracticein12months.



Nowhechargeshispatients$2,000morethanmostofhiscompetitorsandhasgonefromzeropatientsto7,500activepatients.Hehasgonefromjustdoingwhathedoestomarketingwhathedoes.

ABUNDANCETHINKING

Allofthemarketersyoujustheardaboutshareanimportantphilosophy:

• Theybelievesuccessispossible.• Theyknowtheiridealcustomers,clients,orpatientsareoutthere.• Theyarewillingtodowhatittakestoattractthem.

MagneticMarketersareoptimists.Theythinkintermsofwhat’spossible—andthentheygooutanddoit.

ArguablythemostfamousMagneticMarketerofthemall,DanKennedy,hasthistosayabouthavingastrong,optimisticmarketingandsalesphilosophy:

WithintheGKICcommunity,webelievethatyoucan’teatphilosophy,butwhatwe’vefoundis

that hundreds of successful small business owners, from-scratch millionaires, multimillion-

dollar entrepreneurs, and high-income earners that are part of our community have a

profound, definitive philosophical belief that provides themwith strength, motivation, and

resilience.

Forexample,beliefin:

• Capitalismandfreeenterprise

• Self-relianceandinitiative

• Responsibilityandopportunity

• Abundanceandself-interest

You’re right tomake your business and your life as you see fit to fulfill your business and

personalgoals.

Alotofbusinessownersinsteadgetfocusedonwhatareindustrynorms,whattheyseetheir

competitorsdoing,whattheylearnedtodowhentheyfirststartedinbusiness,andtheyfeellike

that’stheonlyway.

Thetrulysuccessfulbusinessownersinsteadmoldtheirbusinessandtheindustrytotheirown

lifepreferencesandlifestyle.

Ifyoulistenedtoatypicalbusinessownercomplainaboutthecurrenteconomicclimateinhistown,youmightbelieveit’sharderthanevertosucceedinsmallbusinesstoday.



OneofourGKICmembersownsfranchisesaroundthecountry.Everywherehegoeshehearsthesamethings:

• “Inthistown,peoplearen’twillingtospendmoney.”

• “Oneofthebigboxescameintotown,andnownoonecancompete.”

• “Wehaven’trecoveredfromthatbigstormthattookoutmostofthetownafewyearsago.”

Thefactisthatmanybusinessownersfocusonalltheproblemsandchallengestheyfaceratherthanlookfortheopportunitieswithinthosechallenges.

TheGKICbusinessownersthatDanKennedydescribedforusseekoutthehiddenopportunities,leveragethem,andsucceedinthemostdifficultofcircumstances,bothhereintheUnitedStatesandthroughouttheworld.

It’snotthecircumstancesthatmakethesuccessfulbusiness,butit’stheattitudeofperseveranceandresilienceandacommitmenttotaketheinitiativethatarethekeystobeingsuccessfulinanycircumstance.

Here’sanotherfact:

Thereismoremoneyinoureconomytodaythantherehaseverbeenbefore.

Theaveragegrossdomesticproductperpersonismorethan$70,000.Ofcourse,thisdollaramountisn’t spreadequally, but still, throughout the entire economic spectrum,people today, evenourpoorestcitizens,arewealthybystandardsof25,50,and100yearsago.

YouseefolksstandingintheunemploymentlinecheckingFacebookontheiriPhones.AndkidswhosaytheyneedfreecollegetuitionaresittinginStarbucks,sipping$7lattes,andsurfingtheinterneton$1,000laptops.

Peopletoday,eveninthemostdifficultofcircumstances,willspendmoneyontheproductsandservicestheywant.

Ourgoalasabusinessowneristocreateproductsthatourcustomersardentlywantandtousemarketingandsalesthatbringsthesecustomerstoourbusinesses.

Customersbuywhattheywanttobuy.Thereismorepurchasinggoingontodaythantherehaseverbeenbefore.

Themarket for yourproducts and services is there,nomatterwhatyoumaybehearing to thecontrary.

Here’sstillanotherfact,anditisonethatcansaveyoumoney.



WhenwesitdownwithbrandnewmemberswhocomeintoGKIC,weoftenfindthattheirmarketingandsalesinvestmentsarecostingthemmoremoneythantheyshould.

Whenyoucarefullyanalyzethecostsassociatedwithdifferentaspectsofyourmarketing,sales,andbusiness strategies, youwill probably find that you get 80%of your results from20%of yourinvestments.

This80/20ratioisactuallyafamousmanagementprincipleknownastheParetoPrinciple.Applyingittoyourbusinessorpracticeisthesmartthingtodo.

What if insteadofspendingeverythingyou’respendingtoday,youcouldspendjust20%ofthatamountandstillget80%oftheresultsyou’regettingnow?Wouldn’tyousaveawholelotofmoneyandbealotmoresuccessful?

ThisiswhatwefocusonatGKIC—findingthe20%thatisthemostsuccessfulofyourmarketingandsaleseffortsandusingthesestrategiestogrowyourbusiness.

Thistypeofanalysismightresultinacomprehensiveredesignofyourbusinessorpractice.

Wouldthisbedifficult?Sure.

Woulditbeworthit?Youbet!

Ifwecanadviseyouononething,itwouldbethis:Beopen-mindedwhenitcomestotakingafranklookatyourbusiness,what’sworkingandwhat’snot.

YOURBIGGESTOPPORTUNITIESFORABREAKTHROUGH

Here’sthetruth:

Theopportunityforeitherabigproductbreakthroughoramarketingandsalesmethodbreakthroughexistsinmostbusinesses.

Theheartofmanyturnaroundsisgenerallyrightwithinthebusinessitself,andnotoutsideofit.

Youmight lookforanewwaytopackageyourproductoranewtypeofproductorservicethatwould appeal to your existing customers—or youmight find an entirely newway tomarket aproductandservicethatyoualreadyhave.

NowwehavearrivedattheheartofTheGKICMagneticMarketingLifestyleLiberationKit.

Wearegoingtohelpyoufindthegoldthat’salreadywithinyourbusinessorpractice.Don’tthrowthisgoldaway!



Fight the temptation to rush off to look for greener pastures. Instead, find out how MagneticMarketingwillattracthigh-valuecustomerstothebusinessyoualreadyhave.

MAXIMIZINGTHEVALUEOFEVERYCUSTOMER

Abignuggetofgoldthatyoushouldmineinyourbusinessismaximizingthevalueofthecustomersyoualreadyhave.

AsyoustudyTheMagneticMarketingLifestyleLiberationKit,wewill showyouexactlyhow toattractnewcustomerstoyourbusiness,butthefactremainsthataddingnewcustomersisthemostexpensive,themostdifficult,andtheslowestwaytoaddmoreincometoanexistingbusiness.

Thefastestwaystoincreaseyourincomeareto:

1) Increasethesizeordollarvalueofthetransactionsyouhavewithexistingcustomers.2) Getyourexistingcustomerstobuyfromyoumoreoften.

Themostsuccessfulsmallbusinessesintheworldarepositionedatthehighendofthepricescale.

Theyleaveittotheircompetitorstofocusonsellingfromtheperspectiveofbeingcheaperinsteadofbeingbetter.Ifyoucompeteonprice,youhavenowheretogobutdown.

Forexample,oneof themostsuccessfulchiropractorswithinGKIC is surrounded inhisareabyotherdoctorsthatcharge$25to$35lesspertypicaltreatment,andyetourmember’spracticeisbiggerandmoresuccessfulthananyofhisclosecompetitors.

WithinGKIC,that’snotanexception;itisaruleofbusiness.

Almosteverytimeweworkwithsmallbusinessowners,oneoftheveryfirstthingsweaskthemtodoistoraisetheirpricesorfees.

Sometimestheadjustmentscanbeprettydramatic.Mostcompaniesunderpriceandwaittoolongtoincreaseprices.Onewaythatbusinessescanimmediatelyincreaseprofitsisbyincreasingtheirprices.

WhatwehavefoundatGKICisthattheownersandmanagersofbrokecompaniessitinconferenceroomsandtrytofigureouthowtheycansellmorestuffatlowerprices.

Theleadersofthesmartestbusinessesintheworldsitinconferenceroomsandtalkabouthowtheycansellathigherprices.

Lowestpriceisthelaziestandriskiestadvantagetotrytomarketwith.Buyingbusinessbyofferinglowerpricesisrelativelyeasy,butkeepingthebusinessyouobtainpurelybecauseofalowpriceisdifficult.



Here’swhy.

Whenyoulookatsimilarproductsandonehasahigherpriceandacompetitorhasalowerprice,what’syourfirstassumption?Thattheproductwiththehigherpricemustbemorevaluable.So,whatdoyouwantyourcustomers’firstassumptiontobe?Thatyourproductsaresuperiortothoseofallyourcompetitors,right?Butfewbusinessownerstrulygetthis.

Mostpeoplewhogointobusinessshoptheircompetitorstoseewhohasthehighestpricesandwhohasthelowest,andthentheypricetheirproductsorservicessomewhereinthemiddle.

Thisisabsolutelythewrongthingtodo.Thereisnoadvantagetobeinginthemiddle.

Youwon’tbeviewedasapremiumplayerinthemarket,andyouwon’thavethemarginsyouneedtocreateauniqueandmemorableexperienceforyourclients,customers,orpatients.

Plus,youwillhaveallthelowerpricedcompetitorscomingintoundercutyourprices,temptingyoutoreduceyourmarginsevenfurtherinanefforttogetandmaintainbusiness.Letussayitagain.Thereisnoadvantagetobeinginthemiddle.

Likewise,thereisnolastingadvantagetopricingyourproductsandservicesthelowest.Bottompriceisimpossibletomaintain.

There’salonghistoryoflow-pricecompetitorsbeingcreatedandultimatelyfailing.

Dependingonyourage,youmayrememberKmartasbeing thedominant low-pricecompetitorthroughouttheUnitedStates.

Well,alongcameWalmart.SamWalton’scompanyfoundawaytosourceanddistributeproductsatconsistentlylowerpricesandknockedKmartoffthelow-pricethrone.

ManythoughtajuggernautlikeWalmartwouldbeunbeatable.Justafewyearsagoitwashardtoimagine how any company could outdo Walmart in the low-price business. Now we seeAmazon.comwithaverygoodchanceofdoingexactlythat.

Thepointisthattherewillalwaysbesomeonetryingtofigureouthowtosellatlowerprices.

Meanwhile,therearethousandsofsuccessfulbusinessessellingthesameproductsasWalmartandAmazon,butatpremiumprices.

UsingthestrategiesandtechniquesyouwilllearninTheGKICMagneticMarketingLifestyleLiberationKit

willallowyoutopositionyourcompanyasahigh-valuebusiness.



Youwill learnhow togiveyourprospects, customers, clients, orpatients the reasonswhy theyshouldbechoosingyouoveranyotherprovider.Whenyoudothis,pricebecomesirrelevant.Youcanchargethehighestpriceinyourindustryorprofessionandattractyourbestcustomers.

Smart marketers do not compete on price. Instead, they focus on building a relationship withprospectssothatwhenthetimecomestobuy,theseprospectshavepredeterminedtobuyfromthecompanytheyalreadyknow,like,andtrust.

Here’sanexamplefromtheautomobilesalesindustry,wherepriceisanobviousfactor.Today’scustomersshopinadvance.Theygoonlinetoidentifythevehicletheywant,tolocatethedealersthathavethevehicle,andtonegotiatetheprice.Theautodealershipendsupbeinglittlemorethana“deliveryboy”inthisscenario.

GKICmembershandletheirautodealershipsverydifferently.

Theyusesmartmarketingandsalestobringincustomerswhodonotshoparound.Instead,thesecustomersarechoosingwhichdealertheywanttoworkwithandthenfindingacaronthatdealer’slottopurchase.

Smartmarketersaren’tcompetingonprice.Theyarebuildingrelationshipswiththeircustomers.

Onewaytheydothisisbyprovidingpremiumservice.

Forexample,thesmartmarketerwillgofindthecarthathiscustomerwantsandbringittothelottoselltothecustomer.

Thedealermakeshiscustomer’slifeeasy;therefore,thiscustomeriswillingtopaywhateverpricethedealerorsalespersonputsinfrontofhimbecausenooneelseisprovidingsuchpersonalizedservice.

Hereissomethingelseyouneedtoknowaboutsales:

Boundariesarechanging.

DidyouknowthatDanKennedyfliesfromhishomeinCleveland,Ohio,toseehisdentistinVirginia?

Andhe’snotalone.Doctorsanddentistswhoknowhowtomarketaregainingcelebritystatus,andpatientswill literally drive past (or fly over) dozens of other providers and pay higher fees toprofessionalswhoknowhowtobuildrelationshipsandofferapremiumpatientexperience.

Charginghigherpricesorfeesshouldbethebeginningpoint,nottheendingpointofyourmarketingandsalesstrategy.YouCANraiseyourprices.Theonlyrealimpedimenttoraisingyourpricesisyou.Onceyou’vemadethedecisiontodoit,youwillbereadytolearnhowtodoit.

Thefirstwaytoraiseyourpricesisextremelystraightforward.



Yousimplyraiseyourpricesacrosstheboard. It isaperfectlygoodstrategy,and it’soneworthtrying.

INCREASINGPRICESUSINGTIEREDPRICING

Combiningapriceincreasewithtieredpricingcanbeespeciallyeffective.Withtieredpricing,youoffermultipleoptionsatdifferentpricepoints.

Whenyouoffermorethanonepricepoint,mostpeopleselectthemiddleoption.Youcanusethisknowledgetoyouradvantage.

Herearetwoexamples:

OnanepisodeofPawnStars,Chumleetookoverthehotdogstandintheparkinglot.Avendorwassellinghotdogsfor$2,offeringthemtothestreamofcustomerscomingintothestore.SomeonejokedwithChumleethathecouldn’tmakeanymoneysellinghotdogs,andhesaid,“Justwatchme.”

ThefirstthingChumleedidwasraisethepriceofthestandardhotdogto$3.ThenhecreatedtheBigHossfor$7.50andtheSleeperfor$10.

Finally,hecreatedapremiumlevel—ahotdogwithcaviarandgoldflakes!HepricedthisCadillacversionat$25.

Chumleeknewhewouldn’tsellhundredsofhotdogsatthe$25pricepoint,butbyofferingthreelevelsatthreeprices,themajorityofpeoplechosethemiddleoption.

Hisaveragetransactionwentfrom$2to$8.75percustomer.Anddon’tforgetthe10%to20%ofpeoplewhoalwaysbuyatthehighestleveloffered.Each$25hotdogthatChumleesoldmaximizedhisprofitforverylittleinvestment.

Thesecondexampleoftieredpricingisfamiliartojustabouteveryone.Moviepopcorn.

Thetheatersalwaysofferasmallbag,amediumbag,anda largetubofpopcorn.Haveyoueverthoughtabouthowtheypriceit?Thesmallbagcosts$4.75,themediumcosts$5.75,andthelargetubcosts$6.75.

Atleastthosewerethepricesthelasttimewechecked.Theymighthavegoneupbynow!

Anyway,everyonewhogoesuptotheconcessioncounterdoesthemathandfiguresit’sworthanextrabuckortwotogetmorepopcorn.

Offeringthreepricepointsincreasestheaveragetransactionvalueby$1or$2.Multiplythisby100customersaday,365daysayear,andthetheaterhasincreaseditsprofitonpopcornbythousandsofdollars,essentiallybydoingnothingmorethanwhattheywerealreadydoing,sellingpopcorn.



Justbyputtingyourpricinginadifferentlight,youcanincreaseyourprofits.

Howwouldyouliketoincreaseyourrevenueby10%withouthavingtogetnewcustomers,withoutspending any more on your marketing, sales, and advertising, and without having to do anyadditionalwork?Well,that’swhatthemovietheatersdo.Youcandoit,too!

INCREASINGPRICESBYREPACKAGINGYOUROFFER

Thesecondwaytoincreaseyourtransactionsizeistochangethewayyoupackagewhatyouoffer.Therearefourwaystodothis.

STRATEGY#1:SUPER-SIZING

The first repackaging strategy is called “super-sizing,” and if you immediately thought aboutMcDonald’s,you’reontherighttrack.McDonald’smadethisstrategyfamouswiththesimplephrase“Wouldyoulikefrieswiththat?”

TheGoldenArchesincrementally increasedtheaveragetransactionvalueofeachcustomerwhowalkedthroughthedoorbyofferinganadditionalsmallitemtopurchase.

Thisstrategyispopularontheinternetaswell,whereitisknownastheone-clickupsell.

Directmailorganizationsuseit,too.Afterthedirectmailmarketermakestheinitialsaleandchargesthecustomer’screditcardkeptonfile,itiseasierforthecustomertosayyestoadditionaloffersbecausehenolongerneedstopullouthiswalletorwriteacheck.

Super-sizingisoneoftheeasieststrategiesforsmallbusinessestoimplementrightaway.

Asamatteroffact,youcanstarttoday.Justselectoneofyoursmallerproductsorservicesandaskeverycustomer,client,orpatientyourversionof“Wouldyoulikefrieswiththat?”

STRATEGY#2:ADDONOPTIONS

Thesecondwaytoincreaseyourtransactionsizethroughrepackagingiscalled“addonoptions.”

Thisonewasmade famousby theautomobile industry.Whenyougo to thecardealership,youpurchaseavehicleatthestandardpriceandthenaddontheoptionsyouwantforafee.

Thisisagreatwaytoraiseyourpriceswithoutactuallyraisingyourpricesbecauseyoubreakoutfeaturesofyourproductsorservices,assignthemvalues,andthenletyourcustomerschoosewhichonestheywanttoaddtotheirinitialorder.

We’dliketoletyouinonasecret.

About20%ofthepopulationwillsayyestowhateveryouputinfrontofthemaftertheirinitialpurchaseifyou’vegiventhem

areasonwhyitmakessensetoaddthatpurchase.



We call these people hyperactive buyers. They won’t usually come back to make an add-onpurchase,sothebesttimetomakeasecondsaleisimmediatelyfollowingthefirstsale.

Youareleavingmoneyonthetableandhinderingthegrowthofyourbusinessorpracticeifyouarenotofferingsomethingimmediatelyuponpurchaseforthesehyperactivebuyers.

STRATEGY#3:PREMIUMS

Thethirdrepackagingstrategyiscalled“premiums.”Inthepast,apremiumwasafreebonusthathadabsolutelynothingtodowiththeinitialproductorservicesold.

Maybeyou’reoldenoughtorememberthispremiumoffer:“Purchaseaone-yearsubscriptiontoSportsIllustratedandgetafreefootballphone!”Youcanadaptthisstrategybyofferingapremiumversionoftheproductorserviceyoualreadysell.

There will always be someone in your marketing and sales herd who wants the VIP specialtreatment,thegoldstandard,theabsolutebestyouhave.

ThisiswhyyouseeconciergelevelsathotelsandVIPseatsatmovietheaters.Andnowweevenhavepremiumseatsonairplanes.Inthepast,youcouldselectanyavailableseatontheplane,eventhebulkheadseatsandtherowsclosesttotheexit.Airlinestooknoticeofwhatpeoplearewillingtopayfor,sonowifyouwantmorelegroomoraquickerexitofftheplane,youpayextrafortheprivilege.

Noteveryonewillwantyourpremiumproductorservice,butforthe20%orsowhodo,youcanchargeapremiumpriceof20%,50%,oreven100%morethanthepriceofyourstandardoffering.

Thismight includemorecustomerservice,more face-to-face timewithyou,morehandholding,additionaltraining,oradditionalproductsthataren’tavailabletoeveryoneelse.Whenitcomestoofferingpremiums,theonlylimitisyourimagination.

STRATEGY#4:BUNDLINGVERSUSCAFETERIA

Repackaging strategynumber four is called “bundling versus cafeteria.”Again, youwill see thisstrategyusedalotbycardealerships.

Insteadofgettingtopickandchoosethroughalistofallavailableoptions(thecafeteria),youhavethreepackagesofoptionsfromwhichtochoose.Ofcourse,thedealershipbundlesthemost-wantedoptionsintothepremiumpackage,soifyouwantthoseoptionsyouareforcedtobuythehigher-pricedbundle.

Thisremovesalotofthedecision-makingfromthecustomer,andtheprofitmarginforthedealergoesup.



ComcastandthesatelliteTVprovidersofferanothergreatexampleofbundling.Howoftenhaveyouchosenthenexthigherlevelofservicebecauseofoneortwochannelsyoucan’tgetinthelowerlevel?

It’sapowerfulstrategy!

MARKETINGTOYOUREXISTINGCUSTOMERS

Anotherpowerfulstrategytoincreaserevenuewithouthavingtoincreasethenumberofcustomersyouhaveistomarkettoyourexistingcustomers.

Smartbusinessownersfocusonmakingadditionalsalestoexistingcustomerswithzeromarketingandsalescosts.

STRATEGY#1:BOUNCEBACKOFFER

Thisisquiteeasytodo,anditcanbeassimpleashavingabouncebackoffer.

HereisanexamplefromaGKICmemberwhorunsadrycleaningbusiness:

Wheneachcustomercomestopickuphisorhercleaning, thedrycleanergives thecustomeracouponforadiscountonthenextorder.Thisincentivizesthecustomertoreturn.

Thedrycleanermakesthisgoodstrategyevenbetterbyassigningashortturnaroundtimeforthedeadline.Ifmostcustomerscomeinonceamonth,hemakesthecoupongoodfortwoweeks.Hewillincreasehisbusinesswithhisexistingcustomerswhorespondtothistime-sensitivebouncebackoffer.

STRATEGY#2:FREQUENTBUYERPROGRAMS

Anotherapproachisthroughfrequentbuyerprograms.

Whydoyouwanttogiveallthegreatestdiscountstonewcustomers?Instead,recognizeyourmostloyalmembersbyrewardingthemfordoingbusinesswithyou,usingloyaltyprogramsthatgivepointstoscoreawards.

Itcanbeassimpleasalittlepunchcardorascomplicatedassomethingthat’sconnectedtoyourpointofsaleorPOSsystem,butkeepingtrackofhowoftenyourclientsaredoingbusinesswithyouandrewardingthemforthatrepeatbusinessisaverysmartapproach.

STRATEGY#3:CONTINUITYINCOME

Nextiscontinuityincome.Mostordinarybusinessesfocusonmakingasaleforasingletransaction.Thesmartestbusinessownersfocusonmakingasalethatsetsupaseriesoftransactions.

Cooper’s Hawk, a restaurant and winery chain, provides a remarkable example of continuityincome.



Cooper’sHawkoffersmembershipsinitswineclub.For$20amonth,membersgetonebottleofwineandfor$36theygettwobottles,plusallmembersreceivediscountsonadditionalpurchasesattherestaurant.

Therearehigher levelsofmembership, too.Memberscometotheir localrestaurantandwinerymonthlytopickuptheirwine,thussavingonshippingcosts.

Thelasttimewechecked,Cooper’sHawkhad60,000memberspayingonaverage$30amonth.Thismeanstherestaurantchainknowsithasat least$1.8million inrevenueamonthbefore itevenopensitsdoors.

Theydon’thavetoworryaboutmarketingtherestaurantstofilltables.Theyhave60,000peoplecomingintopickuptheirwineeverymonth,andmanyofthemwillstaytohavedinnerorordermealstotakehome.

Everything thecompanymakesonservingdinnerat its restaurants justadds to itsprofits,plusmanyofthediningpatronsbecomemembersofthewineclubafterenjoyingamealatoneoftherestaurants.

Instead of viewing each customer as a one-time sale who may or may not come back to therestaurant,Cooper’sHawk’sgoalistoturndiningpatronsintocontinuitymembersthatcreateanongoingstreamofrevenuethatthebusinesscandependonmonthaftermonth.

GKICmemberMarkMehling’sstoryfurtherreinforceswhymaximizingthevalueofeverycustomerisakeytobuildingyourbusiness.

Markisex-military,andperhapsthat’swhyhetendstotellithowitis.Hedoesn’tglossovertheinnerstruggleandfrustrationhewentthroughintheearlydaysofgoingintobusinessforhimself.

“Ihaveabusinessthatshouldhavefailed,”hedeclares.“TheonlyreasonitdidnotisbecauseofGKIC.”

Marksaysthathewastedalotoftimeandeffortwhenhestartedhiscompany,makingonemistakeafteranother.

Sheepishlyhesays,“Hopefullyfromhearingmystory,ifnothingelse,you’lllearnandbeabletosay,‘IcansavemonthsandmonthsandnotlooklikeafoollikeMarkMehlingdid.’”

TheretiredNavypilotgoesontosaythathis is“astoryofendurance,ofactuallymakingthingswork,oflisteningtoeverything,andofimplementing.There’sanothernamewecouldactuallycallthis;wecouldcallthis,‘Nottonight,honey.DanKennedygavemeaheadache.’Theimplementationrequiredtonsandtonsoftimeandeffort,andmybride isaheroforputtingupwiththiswholething!”



MarkstartedHomeWatchValetafterhewatchedaneighbor’semptyhousegetfloodedwhiletheownerwasoutof town.Hiscompanyprovidesmanagementservices forpeoplewho leavetheirhomesemptyforlongstretchesoftime.

ThiswaslongbeforeMarkhadheardofDanKennedyandGKIC’sprovenmethodsforbuildingabusiness,andconsequentlyhesayshemademistakessuchasskippingtheimportantstepofdoinghisresearchandtryingtoblazeatrailintoanewconcept.

Withhisnewcompany“goingdowninflames”asMarkputsit, thebuddingentrepreneurbeganlookingforbetterwaystomarkethisbusiness.That’swhenheranacross“NoB.S.MarketingtotheAffluent.”

“ThatwasthebeginningoftheconnectionwithGKIC,whichhasnowblossomedintoallkindsofamazingthings,”Marksays.

OneoftheseamazingthingsisthatMarkbecameabookauthor.

“The first thingDansaidwas, ‘Writeabook,’”Mark recalls. “Sonowwhen Iwalk intoa client’smillion-dollarproperty,andtheyaskme,‘Whyshouldyoubelookingaftermyproperty?’Icantakethisbookandliterallyclunkitonthecounterandsay,‘Well,Iamtheguywhowrotethebook.’Thiswasahuge,hugechangeformybusiness.”

Markusedhisstatusofbeinganauthortoestablishhimselfasanexpertinthefieldofmanaginghouses for wealthy homeowners who are away. This one strategy from GKIC had Mark’s bestcustomerschasinghim,insteadoftheotherwayaround.

AnotherGKICstrategywastoproduceacatalogofservices.Markwasn’tsosureofthatone,atfirst.

“Dansaid,‘Haveacatalog.’Iwatchhouses.Howcanyouhaveacatalogforwatchinghouses?”Marklaughed.

“Infact,wefoundawaytodoit.Wetookalltheextrasthatweoffer,andweputtheminacatalog.Ourcompanyprovidesaconcierge-levelservice,it’saveryhigh-endservice,andweofferallkindsofthings.Allwedidwasputitinacatalog.”

MarkfoundthathiscustomerslovedbeingabletochoosebonusservicesfromtheHomeWatchValetcatalog,soitwasbothaneffectivesalesandmarketingtoolandacustomerretentiontool.

PricingisanotherkeystrategyMarklearnedfromGKIC.Someofhiscustomerspaybetween$700andevenupto$14,000amonthtohavehiscompanymanagetheirproperties.

“Whywoulditbe$14,000?”Markasks.“Becauseitincludesprivatejettransportationtoandfromourcustomer’ssummerhome.”



Markexplains that thispositioningasaveryhigh-endservicealsoallowshimtomarket to lesswealthyclients,usinghisregularmenu.

“TheadvantageofthisisthatnowwhenIgoinwitharegularHomeWatchValetmenuandwetellthemit’sonly$150to$300,they’vealreadyseenthe$700to$14,000,”Marksays.“Thishasmadeahugechangeinhowwe’reabletosell.”

Markdiscoveredthatasubtlechangeinwordingalsoaffectedthewayhecouldpricehisproducts.Neighbors,relatives,andfriendswillwatchyourhouseforfree,andevenpaidhousewatchersoftenonlycharge$15or$20tocheckonaproperty.

Bycallinghisservicesprivatehomemanagement,Markcanstartat$150andgouptoeven$14,000amonth,dependingonthesuiteofservicesacustomerselects.

OtherstrategiesMarkhas learned fromGKIC includeusingascriptedemailsequence,aprintednewsletter,reverseselling,memorablemarketingpieces(heusesaweddinginvitation!),contests,repurposedcontent,firingbadclients,raisingprices,andusingguarantees.

Throughallofthis,Marksaysthekeytohissuccessistoremaincoachable.

“Iusedtobearock,”hesays,“andIwasn’tgoinganywhere.SoinsteadIbecameaspongebydoingthingslikejoiningaGKICchapter.IreallyencourageeveryonetogetintoaGKICchapter.I’mnowinamastermind,andit’sabsolutelyfabulous.Infact,Ican’temphasizeenoughhowimportantitistogetintoachapterandbecoachable.”

Alotofbusinessownerscomeupwithreasonswhyraisingtheirpriceswon’twork—thecustomerswillrefusetopayit,orthey’regoingtogobuyfromcompetitors.Weencourageyoutodothemath.

Whatyou’llfind,likesomanyofourGKICmemberslikeMarkMehlinghave,isifyoudoubleyourprices,you’renotgoingtolosehalfyourcustomers.

Butifyoudodoubleyourprices,you’regoingtohavealotmorerevenuetohiregoodemployees,torunastrongerbusinessorpractice,andtohavemoneytomarketyourbusinessandstillhavemoneyleftoverforyourself.

Ifyoudoubleyourpricesandhaveslightlyfewercustomers,thenyouwon’tbeasbusyandyou’llbemakingawholelotmoremoney.

Don’tletfearholdyouback!

Thisbringsustoournexttopic,FearofFailure.Let’sbeginwithaGKICmemberstory.

FEAROFFAILURE



DR.DONNAGALANTEKNOWSALITTLESOMETHINGABOUTFEAR.ANDTHANKSTOWHATSHELEARNEDASAGKICMEMBER,SHEALSOKNOWSEXACTLYHOWTOOVERCOMEHERFEARSSOSHECANIMPLEMENTKEYMARKETINGSTRATEGIESTOGROWHERBUSINESS.DonnaisanorthodontistinRocklin,California,asmalltownnearSacramento.Foralongtime,lifewasgood.Shebeganherpractice in1997,and thepracticegrewandgrewandgrewwith littlemarketingeffortotherthanreferralsfromdentists.DonnawaslivingtheAmericandream.Greatcareer.Marriedwithtwokids.Perfect.

Fastforward10years.“BecauseofallmydegreesandallthattimeIspentinschool—wewerejustso smart—wedecided in2007 to takeout ahomeequity lineof creditonourhomeandbuyabuildingbecauseweweregrowingsofastandwejustneededmoreroom,”Donnarecallsruefully.

“Theyearafterwemovedintoourbrandnewbuilding,in2008,thephonestoppedringing.Literally,I’dbeintheofficeonanon-patientdaydoingsomeadministrativeworkandthink,“Gosh,it’sbeenreallyquiet.Wow,thephonehasn’trung.”

DonnaexplainsthatSacramentowashitespeciallyhardbytherecessionandthecollapseofthehousingmarket.Andithasyettofullyrecover.“Sacramentoisnumberfourinforeclosures;youcandrivedowntheneighborhoodsinSacramentoandthereisnobodyinthosehomes,”shesays.

“Whenweboughtourbuildingin2007,ithada50%vacancyrate.Itwasthatwayin2007andit’sstillthatwaytoday.Thereisnothingaroundus,maybeahandfulofotherofficesthatareinthiscomplexofabout20buildings.”

When finances get tight, patients often put off nonemergency treatment, and this includesorthodontics.CompoundingthisproblemforDonnawasthelevelofcompetitioninRocklin.

“WhenwewenttoRocklinin1997,thereweresixorthodontists.Therearenow28orthodontistsforabout85,000people,”shesays.“Anybodyinthedentalfieldknowsthosearenotgoodratiosatall.Plus,generaldentistsstartedtodabbleinallkindsoforthodonticsaswell.Itreallytookmebysurprise.”

Inthelastcoupleofyearsleadinguptotherecession,Donna’spracticehadbeenridingawaveofsuccess,somuchsothatshehadbegunlookingintotimemanagementresourcesandproductivity.SheendedupfindingDanKennedy’sbookontimemanagementforentrepreneurs.

“That’showIlandedonPlanetDan,”Donnasays.“Hisbooksbecameabibletome.Iendedupbuyingeverythingpossiblethathehadwritten.Igot intoMagneticMarketing,butyouknowwhatIdidwithallthatinformation?Nothing.”

Nothing, that is,until2008. “Iwashappywithwhere thingswere,butwhen thephonestoppedringing,IstartedtopayalittlebitmoreattentiontowhatDanhadwritteninthesebooks,topaya



littlemoreattentiontoMagneticMarketing,”shesays, “andIbeganattendingSuperConferencesandgettingeducated.”

Upuntil2008,Donnamighthavetoldyouthatshehadalltheeducationsheneeded,butwhenherphonesstoppedringing,sherealizedtherehadbeenalargegapinhercurriculum.

“Foranyoneinthedentalfieldoranysortofhealthprofessionsfield,howmuchtimedidwegetinschoolonbusiness,sales,andmarketing?Zero,nothing,”Donnasays.“Ispentalotoftimeinbiologyandphysiologyandzero—Imeanzero—inmarketingandbusiness.”

Donnarecallsherturningpoint,themomentshedecidedshemustdosomethingdifferentifherpracticewasgoingtosurvive.

“IhadwhatIcalltheGKICfever,”shesays.“It’swhenyouwakeupinthemiddleofthenightinacoldsweat.Well,IwokeupinthemiddleofthenightandIcouldhearDaninmyhead.ThisiswhatIheardfromDan:‘Therearerichesinniches,Donna.Therearerichesinniches.’AndIthoughttomyself,‘That’showwe’regoingtosolvethisproblem.’”

Donnaneededtofindsomethingtosetapartherpracticefromtheother28orthodontistsdoingbracesandallthegeneraldentistswhowerenowgettingintoorthodontics.

SheemployedsomethingshelearnedfromalltheDanKennedybooksshehadread(anduptillnowbasicallyignored),WWDDSthinking—WhatWouldDanDoSwiftly?

“Thekeyhereisswiftly,”Donnasays.“WedecidedtodoInvisalign.”

WhenDonnastartedtodotheresearchonit,shefoundthattherewerenoorthodontistsorgeneraldentistsinhercommunitydoingInvisalign.Sheknewshehadfoundherniche.

“Wesetupastrategy.Weputaplaninplace,”Donnasays.“WehadtotakemassiveactionbecauseourpracticewassimilartotheTitanic;ithadhittheiceberganditwasgoingdown.Itwasgoingdownrapidly.Wehadspentaboutninemonths,almostayear,infear,denial,whining,gnashingofteeth,tryingtofigureoutwhatwasgoingon.Timewasnowoftheessencebecausethingsweregoingfrombadtoworse.”

Donna’snewplanforherpracticeincludedalaserfocusonmeasuringresults.Herplanrequiredsimultaneousimplementationofmanymovingparts—massiveaction—thatincluded:

• Upgradingherpatientexperience• Usingtheinternettoattractnewpatients• Leveragingreferralsfrompatients,doctors,andothersinhercommunity• Newsletters• Websiteandemailmarketing• Radioandnewspaperadvertising



• Patientappreciationevents• Directmail• Contests• Freegifts• Prospectiveandnewpatientfollow-up

SheevenwroteabookaboutthebenefitsofusingInvisaligntostraightenteeth.

Withinsixmonths,DonnawastheobviousInvisalignexpertinherarea.

Infact,sheputtogetheramastermindgroupoffemaledentistsnewtothepractice.Thegroupmetinherofficetosharepracticeideas,andDonnainstructedthesenewdentistsonwaystoeducatetheirpatientsaboutthebenefitsofInvisalign.

Inadditiontogivingbacktoherprofession,Donnaearnedadedicatedgroupofreferringdentistsforherorthodonticspractice.

Donna’smassiveactionhadequallymassiveresults.

“Ournewpatientstartswentfrom25to50,soitdoubled,”shesays.“Ouraveragepatientvalueincreasedto$500apatient.SoIdecidedtodosomethingreallyscary.Iraisedourfees.WhenItoldmyofficemanagerthis,Icouldseeherintheback,onherlunchbreak,gettingherresumetogetherbecauseshefiguredthatwasit.Butwedidit,anditworked.Ourpracticeincomeincreasedover$500,000. And the coolest thing is that we became the number one Invisalign provider in ourcommunity,andwe’reinthetop1%inthenation.”

Donnawokeupinthemiddleofthenightinacoldsweat.Butshedidn’tletfearoffailurestopher.Sheimplementedmultiplemarketingstrategies,andherpracticesoared.

Thisdoesn’tmeanthattransformationcameeasyforDonnaandherpractice.

Learning any new skill requires a lot of practice.Whether you’re learning how to play tennis,learninghowtoplaytheguitar,orlearninganewlanguage,thefirsttimeyoutryit,there’sgoingtobealotofstruggle,alotoffrustration.You’renotgoingtobeskilledattheeffort,andwhatyouwillneedtodoifyou’regoingtolearnhowtodothisnewthingwellistoputupwithstrugglingforalittlewhile,getsomepractice,andlearnhowtodoitbetter.

Ifyoutrytoplaytennisandgiveupwhenyoustruggle,willyoueverbecomeadecentplayer?No,youwon’t.Ifyouarewillingtostruggleforawhile,you’lllearnhowtodoitwell.

Withmarketingandsalesandsomeofthestrategiesandtacticswe’regoingtotalkaboutwithinTheGKICMagneticMarketingLifestyleLiberationKit,alotofbusinessownersgetstuckbecausetheywanttodoitgreat—andtheywanttohitahomerunontheirfirsttimeatbat.They’reafraidofmakingamistake.They’reconcernedthatthey’regoingtomesssomethingup.



Theyareafraidtofail,andtheyseefailureas,well,failure!

THEGKICVIEWOFFAILURE

LetusrecommendtheGKICwayinstead.

Smartbusinessownersaroundtheworldviewfailureinanentirelydifferentway.

TheGKICwayistoviewfailureasfeedback.

Tryingnewstrategiessoyoucanseewhatworks—andwhatdoesn’t—iswhatbeinginbusinessisallabout.Failureisn’tfailure;it’sfeedbackaboutwhattotrynext.

Look,eventhelargestcompaniesintheworldcomeoutwithduds.Justthinkaboutthisyear’sSuperBowlads.Someofthemdidn’tmakeanysenseanddidn’tsellanyproducttospeakof.

Soifthemarketerswiththebiggestbudgetscancreateacommercialthatturnsouttobeadud,thenisn’titpossiblethatanyofuscould,too?

Don’tworry,we’llshowyouhowtomakesurethatyouradsareassuccessfulaspossible,butalwaysbesuretolookattheresultsyouget,bothgoodandbad,asfeedbackonwhattotrynext.

Alwaysviewtheresultsthatyougetasfeedbackratherthanfailure.

Thebestwaytogetfeedbackistotest,test,andtestsomemore.

Marketingandsalesisactuallyanongoingseriesofteststofindanadorastrategythatworksandthentestingitagainstanotheradorstrategytoseewhatworksbetter,andsoon.

Youwon’tgetvery far in thisprocess if youallowyour fearof failure tokeepyou fromgettingsomethingoutthedoortobeginwith.

• Youcanstartsmall.• Sendanadtoasmallgroupofprospects.• Seehowitworks.• Whenyouhavesomesuccess,expandyourtesttoabiggergroup.• Whenyoufindoutwhatworksbest,youcansendittoyourlargestgroupofprospects.

Muchofwhatweteachwithinthisprogrammayseemcounterintuitive.Someofthestrategiesmayevensoundalittlecrazy,buttheywork.

The ideasthatyou’regoingtohearhavemorethan40years’worthofhistory,andhundredsofthousandsofbusinessownershavenotonlytried,butsucceededinusingwhatyouarelearningnow.



Hereisouradvice:

• Failasfastasyoucan.• Implementasmuchasyoucanandgetasmuchfeedbackasquicklyasyoucan.• Versiononeismuchbetterthanversionnone.

Thekeyistofindwhatwecallthe“GE”spot,thatis,GoodEnough.Goodenoughisgoodenough.

Getitcompleted.Getitoutthedoor.Letyourcustomersseeit.Getfeedback.Thiswayyoucanlearn,implement,andgrow.

CREATINGANIMAGEOFYOURIDEALLIFESTYLE

Asyourbusinessgrows,itiscriticalthatyoukeepinmindthereasonyouwentintobusinessinthefirstplace.

AtGKIC,webelievethatyourbusinessshouldprovideyouwiththelifestyleyouwanttolive,asopposedtobeingboundbyyourworkandhavingyourbusinessmakeallyourlifestyledecisionsforyou.

You’reanentrepreneur.Whatimagesdoesthiswordconjureforyou?

Alotofentrepreneursandsmallbusinessowners(toomany!)work80,90,or100hoursaweekbecausethey’rechainedtotheirbusinessorpractice.Iftheyaren’tatwork,nothinggetsdoneandtheirincomedriesup.Doesthatdescribeyou?Ifitdoes,don’tworry—wehavesolutions!

WhenyouimplementtheideasthatweteachatGKIC,youcanbreakthosechainsandyoucancreateabusinessthatworksforyouandnotagainstyou.

Don’tgetheldhostagebyyourbusiness!Ifyourbusinessisn’tprovidingthelifestyleyouwant,thenit’stimetochangethewayyourunyourbusiness—somethingthatGKICmemberHossPrattmayhavelearnedthehardway,buthelearnedandimplementeditextremelywell.

ForHoss Pratt, the best business life is all about freedom. But his life as an entrepreneurwhoteachesrealestateagentshowtosellmorehousesdidn’tstartoutthatway.

Forthreeyearsstraight,HossgotuponMondayat3a.m.,drovetotheDallasFortWorthAirport,andjumpedonaplanetoflytoadistantcitysohecouldpresentaseminaratnoon.Fromtherehewenttothenextseminartothenextseminartothenext.Hedidmorethan1,000seminarsin45states.Inhiswords,itwas“brutal.”

“ItwassopainfultomebecauseIhadafamily,”hesays,“andthewholetimeIwasdoingthis,itwasjustdraining.Itwasahorriblefeeling.There’snothingworsethanknowingyouhavetojumponanairplaneandgomakemoney.Icouldn’tleveragemyselfbecauseIcouldn’tmakemoneyunlessIwasgettingonthatplane.”



Hosswasanewlywedatthetime,andhefiguredoutprettyfastthatifhedidn’tchangehisbusinessmodel,hewasgoingtorunintootherchallenges.

“Youcan’thaveasuccessfulmarriagebeinggoneeverysingleweek,”hesayswithagrin.

EverythingchangedforHossonaredeyeflighthomefromSeattle.Hehadhadenough.Hedidn’tcarewhatanyonethought.Hedidn’tcarewhatanyoneelseinrealestatewasorwasn’tdoing.

Hedecidedtowritedownwhathisbestbusinesslifewouldlooklikeandthenmakeaplantoachieveit.

HereiswhatHosswrotedownthatnight,aloneonaplaneanddesperatetomakeachange:

• Idon’twanttolivelikethisanymore.• Iwanttoworkfromanywhereintheworld.• Iwantfreedom.• Idon’twantemployees.• Iwantmybusinesstobe100%virtual.• Iwanttobealifestyleentrepreneur,making$10,000aweekworkingfromhome.

Hewasn’taskingformuch,washe?Onlyeverything!

ButHosshadaproblemthatwentbeyondhisambitiouslist.Thecountrywasdeepinrecession,andrealestatehadbeenhithard.

“Mycompetitorswereflyingoutofthebusiness,goingflatbroke,leaving,failing,”herecalls.

Hossknewheneededsomedirectiononhowtogetstartedonhisnewplan,andhappilyhefounditrightaway.

“IwasspeakingforsomementorsofmineattheireventinDallas,”heexplains,“andmyfriendsays,‘Heyareyougoing?’Isaid,‘Goingwhere?’Hegoes,‘TheDanKennedyevent.’”

Asitturnsout,HosshadheardallaboutDanKennedy.Infact,hehadbeencoachedearlyinhisrealestatecareerbypeoplewhofollowedtheGKICmethods.

“Iwassuccessful indirectlybecauseofDanKennedy’smethods inmyownrealestatebusiness,”Hosssays,“butI’dneverreallygonetothesource,sotospeak.”

THEEVENTTHATCHANGEDEVERYTHING

Thistimehewentstraighttothesource:theGKICInfo-Summit.

“Thiswastheeventthatchangedeverything!”Hossexclaims.



“ItmademeopenmyeyestorealizehowmuchstuffIwasnotdoing.HowifIneededtogettheresultsthatIwanted,whichwastomake$10,000aweekfromhomewithnoemployees,allvirtual,thenIneededtostartimplementing.Itwasblaringlycleartome;thisvoiceinmyheadsaid,‘Createaproduct.’”

HosshadreadsomeofDan’sbooks.Hehadbeentootherpeople’sevents.Hehadactuallyknownforyearsthatheneededtocreateaproduct.

“ButIneverdidit,”headmits.

“ThatwasthemainthingthatIhadtodo,butIneverdiditoutoffear.Everybodywassaying,‘Didyouhearaboutsoandso?Theywentbankrupt.Theirchecksarebouncing.’Inmyownniche.So,Imadeacommitment. Iamnotparticipating in this recession; thatwillnotbeme. Iamgoing tochangemymodel.”

On the plane back from the GKIC event, Hoss wrote down a four-point plan to be executedimmediately,assoonashegothome.

1. Buildalistofprospectsbyofferingafreegift2. Createaproduct3. Createacoachingprogram4. Createabootcamp

Hossrolleduphissleeves,gottowork,andneverlookedback.

Using his expertise in getting real estate listings over the phone, he recorded those calls anddeliveredweeklyvideostorealestateagentswhooptedinonhiswebsite.Hedrovetraffictohissocialmediapageandhad5,800followerswithin12months.

Hisproductwasa12-weekcoursecalledListingBoss,wherehetaughthisclientshowtomarkettheirrealestatepractices,getmorelistings,andsellmorehouses.Hismotivationtogethisproductdonequicklywassomewhatunique.

His recording “studio” was his master bedroom closet, made “soundproof” by nailing up hisgrandmother’squiltsinfrontofhisandhiswife’sclothes.

“Howwouldthatgooverinyourhouse?”Hosslaughs.“Mywifewassteppingoverallthisstufftogettoherclothes.”

Withhisproductdone,Hosswasreadytobeginselling.Hedoesthismainlythroughwebinarsanddirectmail,somethinghecanautomateanddofromhome—oranywhereelsehehappenstobe.

“IpromisedmywifewhenIcreatedtheListingBossthatIwasgoingtotakeheronavacationtoGrandCayman,”Hosssays.“IremembersittingonthebeachinGrandCayman,withaCoronainmy



hand,havingmycellphonereadybecauseIknewwhenthewebinarwasabouttostart.Thecha-chingswentcrazythatweekend.”

By“cha-chings,”HossmeansthatgreatsoundyouhearfromyourInfusionsoftappwheneveryoumakeasale,andhemadealotofthem:

ü Monthone: $33,395ü Monthtwo: $62,518ü Monththree: $104,000ü Monthfour: $122,971ü Monthfive: $147,189

Andallthishappenedduringtheworld’sworstrealestatemarket.MuchofHoss’scompetitionhasleftthemarket,whileheisenjoyinghisbestbusinesslifestyle.

Allbecauseofthatlonelynightonanairplanewhenhedecidedtofigureoutwhathereallywantedoutoflife.

Thenhewroteitdownandmadeaplantoachieveit.

“Part of it, I believe, is just knowing what you want,” he says. “I believe that part of being anentrepreneurisknowingwhatyouwant,andthenthebeautyofitisyoucanbuildbusinessaroundwhatyouwant.Ifyoudon’tknowwhatyouwant,thenthat’sgoingtobeabigchallenge.”

LikeHoss’sstoryillustrates,yourbusinesslifecanbewhateveryouwantittobe.

Don’tlimityourselftoindustrynorms.Giveyourselfpermissiontodream.

Thinkaboutyourbestbusinesslife.Whatdoesitlooklike?

• Imaginehowyourlifestylewillchangewhenyouachieveyourbestbusinesslife.• Wherewillyoulive?• Whatwillyoudo?

Thesearepersonalquestionsforareason.

Eachentrepreneur’sbestbusinesslifeisunique,tailormadetosuitthisperson’sgoals,hopes,anddreams.

So,whatdoesyourbestbusinesslifelooklike?

Forsomepeopleitmeansthattheyonlyhavetowork40hoursaweek.Forothersit’sonly20hoursaweek.



Someentrepreneurswantabusinessthatisentirelyremotesotheycanmovetothebeachorthemountainsortravelacrosstheworldlivingindifferentplaces,accessingtheirbusinesswhenevertheylikeviatheirlaptoportablet.

Otherswant to create a legacy for their children and their children’s children, and so they arebuildingabusinessorapracticethatcanbepasseddownfromonegenerationtothenext.

Manyentrepreneurstodayarestay-at-homemomswhowanttoworkpart-timefromhome.Theirbestbusinesslifemeansbeingabletoseetheirkidsofftoschooleverydayandbeingtherewhenthekidsgethome,nothavingtoworryaboutofficehoursorhiringbabysitters.

Whenyouallowyourselftodreamwithoutlimitations,youcanbuildthebusinessofyourdreams.

You can be likeKenHardison or Chris Griffin, two other business builderswho didn’t let theirprofessions’normsdictatethewaytheybuilttheirbusinesses.

Kenisalawyer.Hebuilttwolawfirmsandsoldthem—allwhileplayinggolfalmosteverysingleday.HeusedthemethodsyouwilllearninTheGKICMagneticMarketingLifestyleLiberationKittodoit.

Chrisisadentist.Heonlyworksthreedaysaweekinhispracticeandearnsanannualincomethatmakesotherdentistsjealous.

Hespendsalotofhisfreetimedoingwhatheloves—buildingcraftswithhisdadinhisgarage.Plus,usingthesamemarketingandsalesstrategiesthatheusedtobuildhissuccessfuldentalpractice,Chrisstartedanonlinebusinesswhereheandhisdadmakemoneysellingthe itemstheyenjoybuildingtogether.Chrisgetstodoahobbyhelovesandmakemoneydoingit!

Hoss’s,Ken’s,andChris’sstoriesarenotoutliers.

Allof thesemarketersgave themselvespermission todreamabout theirbestbusiness life, theyimplementedthestrategiesweteachatGKIC,andthentheywentaftertheirdreams.

Youcandoit,too!

Nowwe’lllookat15keystosuccessthatwillhelpyouachievethosedreams:

SUCCESSKEY#1:COMMUNITY

Doesdreamingaboutyourbestbusinesslifeseemalittle,well,“fluffy”?Let’sbehonest.Itsortofdoes.Butitmakesourpoint.

WithintheGKICcommunity,wethinkverydifferentlyaboutourbusinessesthanmost.Whatweteachmay feel strange,maybeevendisorientingat times,butalways remember thatyouaren’tdoingthisalone.



GKICisacommunityoflikemindedentrepreneurscheeringoneanotherontosuccess.Whenyoufeeloverwhelmed,leanintothiscommunity.

Goonourmessageboards,listentothisprogramagain,andbestofall,gotoaGKICevent.You’llhavetheopportunitytomeetotherbusinessownersfromyourarea,fromaroundthecountry,andevenfromallovertheworldwhoareusingthesestrategiesonanongoingbasis.

Whenyouseewhattheyaredoing,itwillbeawholeloteasiertoimplementourstrategieswithinyourownbusinessorpractice.

Thememberstoriesyou’rehearinginthisprogramarejustthetipoftheiceberg.GKICisaspecialcommunityofpeoplejustlikeyou.

Weareallindifferentplacesalongthepathofachievingthebusinesslifeofourdreams.Wheneveryouneedhelporencouragement,afellowGKICmemberwillknowexactlywhatyouneedbecausehe’sbeenthere.She’sdonethat.Leanintothiscommunity;wehavealottoofferyou!

SUCCESSKEY#2:MAKETHEOFFERYOURCUSTOMERCAN’TREFUSE(CREATEACOMPELLING

OFFER)

TherearemanyreasonswhyGKICmembersaresosuccessfulacrossallindustriesandprofessions.Oneofthedistinctionsofthemostsuccessfulbusinessesisthattheyinvesttimeintocreatinganofferthattheircustomerscan’trefuse.

Youroffershouldbesocompellingthatitmakesyourcustomers,clients,orpatientsexcitedtobuyfromyou.

Youroffershouldcreatesuchurgencyandenthusiasmthatyourcustomersstopwhatthey’redoingandbuyfromyounow,insteadoflater—andespeciallyinsteadoffromyourcompetitors.

Therearesevenkeystocreatingagreatoffer.We’llquicklylistthemhereandbrieflyexplainthem.

Ifyoudon’tcompletelygetit,don’tworry.Wegointogreatdetailoneachoftheseconceptsinthe“Maketheofferyourcustomercan’trefuse”trainingmodule.

1. Beclear.Peopleneedtoinstantlyunderstandyouroffer.Confusedpeopledon’tbuy.2. Offergoodvalue.Andwhenwesaygoodvalue,wemeanthattheconsumermustsee

theofferasagoodvalue.Lookthroughyourcustomers’eyes,notyourown.3. Offeradiscountorapremium.Youhavetogiveyourcustomersareasontobuy.You

eitherneedtoofferadiscountorgiveyourcustomerssomethingextrathattheycan’tgetattheregularprice.

4. Explainyouroffer.Peoplearenaturallyskeptical.Thereshouldbealogicalreasonfortheoffer.Ifyougivethingsawaywithnoexplanation,youcreatesuspicioninthemindsofyourconsumers.



5. Requireimmediateaction.Ifpeopledon’trespondtoyouroffertoday,theyprobablywon’tdoittomorroworthenextday.Ifthereisnourgencytoact,yourcustomerswillputdownyourletter,forgetaboutyouremail,loseyourcoupon.

6. Includeaclear,strongcalltoaction.YoumusttellpeopleExactly.What.You.Want.Them.To.Do.Weexaggeratedthatlastsentenceonpurpose.Thiswon’tsoundniceorpoliticallycorrect,butyouneedtotreatyourcustomersthewayyoumighttreata10-year-oldchild.Ifyouhappentohavea10-year-oldhandy,youmightevengivehimorheryourinstructionstoseewhathappens!Sometimeswethinkwe’rebeingclear,butwe’renot.

7. Includeaguarantee.Wecanhearyounow.“Wait,wait,aguarantee?Wecan’tdothat.Mybusinessorprofessiondoesn’tallowguarantees!”We’reheretotellyouthatyoucanandmustincludeaguaranteeinyouroffer.Whileyoumaynotbeabletoguaranteeyourproductorservice,youcanguaranteetheprocessesunderyourcontrol.Andifyoucanofferriskreversal,doit.Thismeanstakingtheriskawayfromyourcustomerandplacingitinyourhands.Themostcommonriskreversalisamoney-backguarantee.

Whenyouputallsevenofthesepiecesintoyouroffer,youcancreateacompellingandirresistibleofferthathasnewcustomersandcurrentcustomersfloodingintoyourbusiness.

You’lllearnexactlyhowtodoallthisandmoreinTheGKICMagneticMarketingLifestyleLiberationKitandourFastImplementationBootCamp.

Inthemeantime,hereisaGKICmemberstorythatwillinspireyoutothinkofwaysyoucanmakeanirresistibleoffertoyourclients,patients,orcustomers.

JimmyNicholasgrewupinatypicalAmericanhome.Hisdadwasatruckdriver,andhismomwasateacher.

“Whilemychildhoodwasverycomfortablegrowingup,moneywasn’tgrowingontrees,astheysay,andIknewthatbeinganentrepreneurwouldbetheanswertofinancialfreedom,”hesays.

Jimmytookthisideatoheart.Asayoungkid,hemowedlawns,shoveledsnow,andsoldbaseballcardstomakemoney.At15,hedecidedtogetseriousaboutmakingmoney.HepulledouttheYellowPagesandbegancoldcallingbusinessestoseeiftheyneededawebsite.

“Afterabout250no’s,alocaljewelrystoreinMystic,Connecticut,said‘Comeonoverandgivemeapresentation,’”Jimmyrecalls.

“Iobviouslyhadtogetaridefrommom,sinceIwasonly15,andshewaitedinthecarformeforovertwohours.Theresult,Isoldmyfirstwebsite.”



Throughouthighschoolandcollege, Jimmyfocusedonbuildinghiswebdesignandwebhostingbusiness,eventuallybuildingamarketingcompanywithateamofexperts.Soundsgreat,right?Butitwasn’t.

“First,Ididn’thaveanymarketingsystemsinplace,”Jimmyexplains.“Heck,Ididn’tknowhowtomarket.Istartedspendingmoreandmoreonadvertising,buttherewasaproblem.Attheendoftheyear,Iwaslosingmoney.Threeyearsinarow,Ilostmoney.TheproblemwasIdidn’tknowhowtomarket.Ididn’tknowmessaging.Ididn’tknowtargetmarketing,andIcertainlydidn’tknowdirectresponsemarketing.Iknewsomethingneededtochange.”

Jimmywasstillthesamego-getterhewasat15,andsohewentaftertheinformationheneededandsays,“ThankfullyIlandedonPlanetDan.IpurchasedtheGameChangerDNASystem,startedlearningfromthenewsletters,andtookalltheinformationin.Itraveledover3,000milestoatwo-dayimplementationbootcampwithDaveDeeandDarcyJuarez.”

Theresultsweredramatic.AfterstartingwithGKIC,Jimmy’sprofitswentupover600%.Buthestillwantedmore.

“What really kickedme into high gearwas a hot seatwith a facilitator in the Peak PerformersGroup,” Jimmy says. “Whowould ever have thought a 30-minute hot seat could be such a life-changingevent?Letmetellyou,itwas.WhenIgotbackfromthathotseat,Istartedimplementinglikeamadman,implementingover20profitabledirectmailcampaigns.PriortoGKIC,mybusinesswassinkingliketheTitanic,butnowthatIhadGKICstrategiesandmarketingmethods,notonlyweremytoplinenumbersgoingup,butmybottomlinenumbersweregoingup,too.”

Jimmyusednewsletters,abest-sellingbook,andcreativedirectmailingstogetnewclientsandtogethiscurrentclientstobuymoreproducts.

“IknewifItookmassiveaction,Iwouldgetmassiveresults,”hesays.

Someofthosecreativemailingsincluded3Dpackagesthatwentoutinplasticbags,thecontentslimitedonlybyJimmy’simagination(whichmeantveryfewlimits).

Hesentcompassestopeoplewhodidn’tbuyhismobilewebsite(becausetheymustbelost);thechancetowintwoticketstoaBostonCelticsgame,plusalimoridetogetthere;itemslikeantacidsandworrydollsforclientsanxiousabouttheironlinemarketing;andpuzzlepieces(becauseJimmyispuzzled—whydidn’tyourespondtomyfirstoffer?).

Jimmy’s creativity also shows in a compelling, tailor-made offer, which thus far has a 100%conversionrate.Jimmy’sSilverPlatterOfferisanofferpeoplecan’trefuse.It’ssuchahugeofferandalargeshockandawepackagethatitishardtosummarizeinjustaparagraphortwo,butheregoes:



Jimmypredesignsawebsiteforthepotentialclientandprintsoutthecompany’scurrentwebsiteforaside-by-sidecomparison.Heincludesareporttitled“WhyshouldIredesignmywebsite,andwhyisamobilewebsiteimportantforyoursmallbusiness?”

Thepackagehasa60-pagecatalogwithallofJimmy’sproductsandservices.Heincludesafilled-outorderformsoalltheclientneedstodoisprovideacreditcardormailtheformbackwithacheck(inaprepaidenvelope,ofcourse).Andthen,Jimmymakesthepackagetrulyspecial…

Hemakesapersonalizedvideoforthisoneclientandpackagesitupwithpopcorn,candy,cookies,crackers,andotherfunsnackstoprovideaviewingexperience.HereisanexcerptofwhatJimmysaysonthevideo:

“Hey,Denise,Alan,andPete.IknowyouguysarealltogetherwatchingthisbecauseI’msure

Denise,asIknowmostlikelyopensallthemailthere,followedstep1andgotyouguysinthe

room.

Now,wesentyouawholebunchofstuffhere,andoneofthereasonswhyiswewantedtoget

yourattentiononsomethingthat’sveryimportanttoyourbusinessatB&LConstruction.

Now,beforewegetstarted,Ijustwanttomakesureeverybodyintheofficegetssomecookies

andwe’vegotsomepopcornhere.Youcanputitinthebowlsbecauseit’sgoingtobeashow.

I’mgoingtotellyourightnow.

IwouldhavesenttheMillerLite;Iwouldhavedonethat,buttherealityisitreallydoesn’tship

well.WhatI’mgoingtodo,though,isI’mgoingtohaveaMillerLitewithyoutodayifyoudon’t

mind,andI’msureyouwon’tmindatall…”

Jimmy knows that Miller Lite is his prospect’s favorite beverage. He bonds with this potentialcustomerbysippingonaMillerLiteashegoesthroughhissalespitch.

And the results are impressive. He has done five of thesemailings, and all five prospects haveconvertedintoclients.Hisreturnoninvestmentis4,500%,soitiswellworththetimeandmoneyheinvestsintothispersonalizedapproach.

Another thing Jimmy says he learned from theGKIC community is the importance of recurringrevenue.

“PriortoGKIC,Ireliedheavilyonone-timerevenue,sellingwebsitesandvideopackages,andourrecurringrevenuewasabout$13,000permonth,”hesays.“AfterstudyingGKIC,we’veincreasedourrecurringrevenue185%.That’sover$24,000amonthsincewestartedwithGKIC.Injustthenextfiveyears,thiswillmean$1.4millionofadditionalrecurringrevenuebecauseofGKIC.”

SUCCESSKEY#3:AVOIDINGPERFECTIONISM



While we intend for Jimmy Nicholas’s story to inspire, we completely understand if you’rewonderingifyoucancomeupwithacompellingofferthatyourclients,patients,orcustomerscan’trefuse.Andwe’rehopingthatacommonpersonalitytraitwon’tholdyouback.

Wouldyouliketodeveloptheperfectoffer?Areyouaperfectionist?Manyentrepreneursare.Afterall,that’soneofthereasonstheygointobusinessforthemselves—theywanttocreatetheperfectbusiness.

Butthere’sadirtylittlesecrethidingbehindthatvirtuousword‘perfection.’

Whenweworkwithnewmemberswhoarestrugglingtomakeeverythingperfect,whatweactuallyuncoveristhatthey’refearfulaboutwhatsomeoneelseisgoingtosayaboutwhatthey’reoffering.

Thisfearofcriticismholdsthembackfromdoingwhattheyknowtheyneedtodo.

Here’sthethingaboutcriticism.Everyone—andwemeaneveryone—fallspreytoitatonetimeoranother.Lookatwhatpeoplesayaboutotherpeopleontheinternet.Eventhemosttalentedsingersandeventhemostsuccessfulbusinesspeoplehavetheirdetractors.

Ifit’strueforthem,it’strueforus.

Everyonehasacritic,everyone,thatis,whoisputtingthemselvesouttherebydoingsomethingandgettingnoticed.

Theonlythingthatwillprotectyoufromcriticismistodonothing.

Thinkaboutwhat’sholdingyouback.

Areyoustrugglingtomakeyourproductorserviceperfectbeforeyouunveilittotheworld?Whyisthat?

Areyouafraidofwhatyourfamilyorfriendsaregoingtosay?Mostofthetime,yourfriendsandfamilymembersarewell-meaning.They reallydowant thebest foryouandyourbusiness,butthey’renotusuallyinagoodpositiontogiveyouthebestadvice.

Theymightnotbefamiliarwithyourindustryorprofession,theyprobablydon’tunderstandyourbusinessorpractice,andtheyalmostcertainlydon’tknowwhatweknowaboutbusinesswithintheGKICcommunity!

Thinkaboutthis:

Thepeoplewholoveyouwantthebestforyou,butoftenthey’renotthebestsourceofexpertfeedbackonwhetherornota

particularapproachistherightone.



Maybeit’snotyourfamilyorfriendsholdingyouback.Weoftenhearfromfolkswhoareconcernedaboutwhatmembersoftheirindustryorprofessionmightsay.

Weworkedwith a GKICmemberwhowas amember of the board of directors for an industryassociation.Hewasveryconcernedaboutcomingoutwitharevolutionaryofferandpackaginghisproductsandservicesinanewanddifferentway.

Hewasafraidofupsettingothermembersoftheindustryassociation—hemightevenlosehisseatontheboard.

Thinkaboutthisforamoment.Inyourbusinessorprofession,doesaseatonyourassociation’sboardmakeyourcompanymorevaluable?Doesitputincomeinyourbankaccount?

Ifoneofyourfamilymembersgetssickandyouneedtopayfortreatment,doesyourseatontheassociation’sboardhelpyoupaythosebills?Ofcourseitdoesn’t.Onlyyourbusinessdoes.

Membersofyourindustryorprofessionmaycriticizeyou,buttheiropiniondoesn’tcount.

If you concern yourselfwithwhat your competitors are going to say about your new businessstrategies,you’renevergoingtobeabletogrowasuccessfulbusinessorpractice.

Another source of frustration or concern for a lot of business owners is what some of theircustomers, clients,orpatientsmight say, andyes,weallhavecustomerswhoareveryeager tocriticize,ortoofferfreeadvice,ortotelluswhatweshouldorshouldn’tbedoing.

Let’sfaceit,ifwedidexactlywhatourcustomerswantedustodo,thenwewouldbegivingawayourproductsforfreeandrewardingthemfortheprivilege.Thatisnowaytorunyourbusiness.Whilewemustbecustomercentricsowecanofferthebestcustomerexperience,wemustremainimmunetounfoundedcriticism.

Ifyoucatchyourselftryingtomakesomethingperfectbecauseyouhavethatnaggingfearthat,“Oh,somebodymightsaysomethingbadaboutme,” justrememberthatthosepeopledonotpaythebills.

Growingyourbusinesspaysthebills.

That’swhat’sgoingtohelpdistinguishyouandyourbusinessandhelpprovideincomethatgivesyouthefreedomtoenjoyyourbusinessandyourlife.

Whenyoufeelthatfearofcriticismrisingup,leanintotheGKICcommunityandgetfeedbackfromourexpertsinmarketingandsales.Theyaretheoneswhocanhelpyouandhelpyourbusinessgrow.

AtGKIC,we talk about the “GE” spot, theGoodEnough spot, all the time. In fact, youprobablyrememberussaying“Goodenoughisgoodenough”earlierinthisprogram.



That’sbecauseweknowhowfreeingitcanbetoamarketerwhoiscaughtintheperfectiontrap.

Wehopeyou’lltapintothisfreedomlikesomanyotherGKICmembershave.

WalterBergeronisagreatexample.Hedidn’tletperfectionstophimfromtakingmassiveactiontogrowhiselectronicsrepairbusiness.

You’llhearthefullstorylaterinthisprogram,butfornowletWalter’swordsinspireyou:“Itookmassiveactioneverysingleday,SaturdaysandSundaysincluded.Imadesacrificesbecausethat’swhat it took,andthat’swhat Iwantedtodo.Goodenough isgoodenough. IknewIdidn’thaveperfection,butIwantedtomakesureIhadatleastgood.”

Itbearsrepeating…andsowesayitoften…Goodenoughisgoodenough!

SuccessKey#4:GetYourCustomertoChaseYou,InsteadofChasingYour

Customer

Another key strategy you will learn from the experts and your fellow members in the GKICcommunityishowtogetyourcustomerstochaseyou—insteadoftheotherwayaround.

DanKennedy,thefounderofGKICandalegendinthemarketingandsalesandcopywritingworld,tellsthisstory:

“I’mhomealoneoneweekday.I’monthephonewithaclientwhensomebodystartsbangingon

myfrontdoorlikeacrazyperson;apest.

Afterall,theoptionsofwho’sgoingtobeatyourfrontdooruninvitedonaweekdayafternoon

areprettylimited.AndthissoundedlikeaJehovah’sWitnessonsteroids.

SoIignoredhim,confidentthat,likemostpests,ifignoredhe’dgoaway.

Whichhedid,butonlylongenoughtogoallthewayaroundtotherearofmyproperty,climb

overawall,getthroughthepoolareatothepatiodoorsdirectlybehindme,andstartbanging

onthosedoors.

Longstoryshort,thereasonhe’sthereismyentirebackyardisinflames.Wehadjusthadour

15thstraightdayof115degreedays,andeverythingbutthewaterinthepoolwasonfire.

AndthisGoodSamaritan…whothinksI’manidiot,whichisarguablytrue…suddenlygoesfrom

beingthemostannoyingpesttothemostwelcomeguest.

Becausehe’sthereatjusttherighttimewithjusttherightmessage.”

Thereasonwhyprospectingissoarduousandsounproductiveisthatmostofthetimeyouarebeingperceivedasanannoyingpest—notasawelcomeguest.



Nowifyouhonestlydon’tmindbeingviewedasapest,andcangothroughlifethatwaywithoutbecomingneurotic,thentherearelotsofsalesjobsoutthere,andyoudon’tneedanysophisticatedtechniques.

Ourpreferenceistogetintothewelcomeguestcategoryasquicklyaspossible.

Howdoyouknowwhenyourprospectivecustomersarereadytobuy?

Unfortunately,wecan’tarriveveryoftenatpreciselytherighttimewithexactlytherightmessage.

Sowehavetouseotherstrategiestostillbeperceivedasthewelcomeguest.

What’sthebasicdifferencebetweenpestandguest?Thedifferenceisinvitation.

Theentiresellingexperiencechangeswhenyouaretherebyinvitation.

Nowthathopefullytellsyousomethingveryimportant,verybig,andveryintriguingaboutwhatyouneedtodototransformyoursalescareer.

Youhavetofigureoutawaytocauseprospectstoseekyouout,callyouup,andinviteyoutocomeandselltothem.

Stoparrivinginpersonorbyphoneuninvited.

Andwesuggestsettingeverythingelseasideuntilyoufigureouthowtomakethishappeninyoursellingsituation.

John Rinaldi’s experiences will be instructive here. If he hadn’t figured out a way to get hiscustomerstochasehim,hewouldbejustone(probablybroke)providerinaseaofothercompaniesthatsellthesameproducthedoes.

John’s story is a bit unique in that he is an electrical engineerwho sells a commodity product.Basicallyit’sasmallboxwithamicrochipinitthathelpspeoplewhodesignandbuildmachinesforfactoryautomation.

John’sproductisintegratedintoheavymachineryallovertheworldinalltypesofindustriesasanafter-marketdevicethatrecordsdata.ThismightsoundlikeJohnhasitmadebecauseanyfactorycanbenefitfromhisproduct.Theproblem,however,liesinthatonelittlewordcommodity.

“Anybodyinmyindustrythathasa littlebitofknowledgecanbuildaboxlikemine,” Johnsays.“BeforeGKIC,Iwasanengineer.IthoughtifIbuildit,theywillcome—andtheydidn’t.Iranintomassivecreditcarddebt.Ididn’tknowhowtopricethings.Ididn’tdoanymarketing.Itwasstrictlydoanengineeringproject,hopethephonerings,doanotherengineeringproject,hopethephonerings,andhopeIcanstayinbusinessnextweek.Itwasvery,verydifficult.”



Thingstookadramaticturnforthebetterwithonebrieftelephonecallfromafriend.

“Perry Marshall called me up and said, ‘Dan Kennedy is having this copywriting seminar inPhoenix,’”Johnrecalls,“andIgo,‘WhoisDanKennedy,andwhat’scopywriting?’”

Johndidn’tknowanythingaboutcopywriting.Hewasanengineer,notamarketer.But the ideaintriguedhim,andhedecidedtogo.Itwasagreatdecision.

“Ihadnoideawhatanyofthisstuffis,butIsaid,‘Youknowwhat,I’mgoingtogobecausemaybeIcanlearnsomething.’Thatchangedeverything,”Johnsays.

Johndidlearnsomething.Infact,helearnedalot,andheimplementedalot.

Helearnedtoanalyzehismarketandtargethismessagestohisbestcustomer.ForJohn,thismeansmen who use Google to research products and who want the easiest and best fix for theirmanufacturingproblems,withlittleconcernoverprice.

Johncarriesa50thanniversarySwissarmyknifetotradeshows,alongwithabutterknifetohelpcommunicatehismessagetoengineers.

“I foundtheperfectmessagetomarketmatch,”hesays.“ThatSwissarmyknifehas115tools.Itweighs6½pounds.Itcosts$1,200,andyoucouldbuildashoppingcenterwithit,ifitwasusable.Ishowittoengineersandsay,‘Thisthingisthekindofdeviceyoualwaysget.It’sreallyhardtouse,right?’Theyshaketheirheadsupanddown,andthenIholdupabutterknifeandsay,‘Thisismyproduct.Evenifyouholditbythewrongend,youcanstillgetthejobdone.’Theyallshaketheirheadsupanddownandsay,‘Yeah,yeah,that’sright.’”

Armedwith this absolutely perfectmessage tomarketmatch, John tookhis product andbeganapplyingalloftheGKICprinciplestomarketit.

OneofthemostinterestingisthatJohnoffersacategoryofone.Whilehiscompetitorslistall185solutionsthattheproductoffers,Johnmarkets185categoriesoftheonesolutionhiscustomersarelookingfor.

“Whencustomerscometomywebsitelookingforsolutionnumber47,theyfindthatexactsolutionthatmeetstheirparticularproblem,”Johnexplains.“Theyseethatandsay,‘Ohthat’sforme.’”

Johnalsolearnedtousenewslettersasawaytogethiscustomerstochasehim.Heusesamixofpersonalstoriesandtechnicalinformation,andheofferssmallgadgetsasgifts.Oneofhisstoriesespeciallyresonatedwithhisreaders.

“IrecentlywroteanarticlecalledTwoFathers.It’saboutthedeathsofmyfatherandthefatherofanotherguyinourindustry,”Johnsays.“Ican’tgoanywherewheresomebodyisnotcomingupto



metotellmeabouttheirdad.Wealwayshaveapersonalarticle likethat.Ourcustomerstakeabreakfromtheirwork,andtheyseesomethingjusttotallydifferent.”

Using what he has learned at GKIC, John focuses on customer service and value while hiscompetitorsmarketonprice.John’swayisclearlyworking.

“Ourproducthasgrowninsalesby140%,ournetprofithasgrown715%,andwe’vegot70%ingrossmargins,”hesays.“Plus,we’vedoubledourcompetitors’price.”

Evenwithhigherprices,John’scompanywentfromacquiring8.5newcustomersamonthto19.5.

“That’ssignificant,”hesays,“becausemylong-termvalueforacustomeris$5,610peryear.Andwedon’t lose customers.We’ve had 100% customer retention for the last two years, so each newcustomerisworth$5,610thisyearand$5,610thenextyear.”

John attracts and keeps customers by using GKIC strategies such as authoring a book to gaincredibilityinthemarket,afive-stepcustomerwelcomesequencetogetfeedbackandmakemoreoffers,holidaycards,postcardoffers,contests,surprisegiftswhencustomersorderhisproduct,andwebsitemarketingwithblogsandvideos,amongothers.

AllthishaschangedJohn’slifecompletely.

“Mydad,RockyRinaldi,wasborninMussolini’sItaly,withnoeducation,nowater,noplumbing,nothing,”Johnrecalls.“In1934,hehadachancetocometoAmerica,andhewasadamantthathissonwasgoingtobesuccessful.Forhim,successmeantbeinganengineer.Ididthat,andIworkedincorporateAmerica,butIdidn’tfeelsuccessful.Ididn’tfeelwealthy,soIstartedabusiness.AfterIstartedthebusiness,Ifeltlesswealthy,lesssuccessfulbecausenobodycame.Ilostmoney,andIhadmassivecreditcarddebt.Itwasterrible.

“Then,IcametoGKIC.IlearnedalltheseprinciplesthatDanteaches.Istudied.Iimplementedthem,andIachievedmoresuccessnowthanmyfathercouldeverhavedreamedofwhenheleftthattowninItaly.

“That’schangedmylife.Lastyear,IspentfiveweeksinMadrid.Thisyear,IspentfourweeksinFlorence,andIdidn’thavemycellphoneon.IwaslearninghowtospeakItalian.Totallydifferentlife.

“This isnot justmystory.This isyourstory, too…maybenot today,maybenot tomorrow,butsooner rather than later, if you’rewilling towork, if you’rewilling to study, if you’rewilling toimplement.”

Thekeytotransformingfromannoyingpesttowelcomeguestistocreateanautomaticcustomerattractionsystem.



Thebestwaytodothisisthroughmultistepmultimediamarketingbecauseyoubuildarelationshipwithyourprospectsbeforeyouaskthemtobuy.

Yougivetheminformationtheywantandneed,andwhenthey’rereadytobuy,theyonlywanttobuyfromyou—evenif,likeJohnRinaldi,youofferacommodityproductthatmostmarketerstrytosellonpricealone.Thisstrategyworksineveryniche,witheveryproductandeveryservice.Andhere’sthebestnewsofall:

Weguideyoustep-by-stepthroughtheprocessofcreatinganeffectivemultistepmarketingandsalesprogramforyourbusinessorpracticeinTheGKICMagneticMarketingLifestyleLiberationKit.

SUCCESSKEY#5:PUTPATTOWORKFORYOURBUSINESS

AnotherstrategythatweliketotalkaboutatGKICisputtingPattoworkforyou.SowhoisPat?Patisanavatarthatweusetorepresentouridealclient.

AtGKIC,weencourageourmembers to clearlydefine theperson theywant to reachwith theirmarketingandsales.

Whenyouknowexactlywhoyouwanttoreach,youcanspendthesameamountofmoneyonmarketingandsales(andsometimesless)

andgetmuchbetterresults.

Mostbusinessownersusegeneralmassmessagesdirectedat largegroupsofpeople,hoping toappealtosomeonewithinthoselargegroups.That’sanexampleofwhatwecallscarcitythinking.

• Scarcitythinkersthinktheyneedtotargeteveryoneeverytime.Theyareafraidthatiftheydon’tputtheirmessagesoutinfrontofeveryone,thentheywillmisstheonepersontheyaresupposedtobetalkingto.

• Smart marketers target their ideal client. We call these smart marketers “abundancethinkers.”

Scarcity thinkers worry about how much they are spending to communicate to a prospect.Abundancethinkers,likeGKICmemberDustinBurleson,thinkabouthowtheycanspendthemosttotalktotherightprospects.

“Wespendmore toacquirenewpatientsandcustomers,”Dustinsays, “butwealsoget thebestpatientsandcustomers.Wedon’thavepeoplearguingaboutpriceinouroffice.Theyknowwe’remoreexpensive,andthey’regladtopayit.”

Ifwenarrowdownourmarketingandsalesandonlycommunicatewithourmostidealcustomer,our“Pat,”wecanactuallyspendmorepercustomerwhilenotincreasingouroverallmarketingandsalesbudget.Youwanttobeanabundancethinker,notascarcitythinker.



AgreatexampleofanabundancethinkerisWalterBergeron.Wementionedhimearlier.He’soneofourGKICmemberswhohaslearnedtosay“Goodenoughisgoodenough.”Here,aspromised,istherestofhisstory.

WalterBergeronisapatrioticveteranoftheU.S.Navy,andsoitisimportanttohimtokeepthingsproudlymadeinAmerica.Hisindustrialelectronicsrepairbusinessstartedoffina400sq.ft.shedinthemiddleofasugarcanefieldinLouisiana.

Fifteenyearslaterhehadtwonationalrepaircentersandfournationalsalescenters,buthewasn’tservingenoughmanufacturerstomaketheimpacthewantedtowithinhisindustry.

WalterattendedaFastImplementationBootCamp,wherehesaysheexperiencedanepiphany.

“Theheavensopenedup,theangelsbegantosing,andabiglightbulbwentoffinmyhead,”hesays,onlyhalfkidding.“Bill’sconclusionwas‘Iwantyoutolookatthepersononyourleftandthepersononyourright.Atmost,onlyoneofthethreeofyouwillactuallytakeaction.’

Theguytomylefthadafurniturestoreandwasbeingkilledbycommoditizationandsomereally,reallyfiercecompetition.Heneededthatmarketingtokeephisbusinessafloat.

Theguytomyrighthadinventedsomekindofmusicaleducationinstrumentinhisbasement,andhewastryingtogetitofftheground.Heneededthatmarketingknowledge,too.

ButwhenIlookedtomyleft,thefurnitureguyhadleftearly.Hehadsomethingelsetodo.Andtheguyonmyrightwasasleep!

Thatwasmyepiphany.Itwasgoingtohavetobemethatwasgoingtotakeaction.”

Waltertookthenext90daystoactonhisnewGKICphilosophies.

“ThefirstonewasIwasgoingtotakemassiveactioneverysingleday.ThatdoesmeanSaturdaysandthatdoesmeanSundays,becauseIwasdeterminedtodothis,”hesays.

“ThesecondGKICprinciple Ihadwas ‘Good isgoodenough.’ Iwasnevergoing togetaperfectmarketingplan,Iwasnevergoingtogetitperfecteverysingletime,butifitwasgood,itwasoutthedoorandimplemented.

ThethirdprinciplewassimultaneouslyimplementingeverythingIwasdoing.Notsequentially,notoneandthentheother,thentheother,thentheother;thatwastooslow.Weknowthattimeistheenemy of entrepreneurs.Weneed to get things done quickly in order to take advantage of themarket.”

WalterstartedwithaGKICfundamental,themarketingresultstriangle:

• Message



• Market• Media

Firsthesetabouttoidentifyhismarket—orre-identifyitasitturnsout.

“Upuntilthispoint,IthoughtIknewwhomycustomerswere,”hesays.“Ihadbeeninbusinessfor15years.IknewwhoIwassellingto.Wrong.IthoughtIhadoneclient.Iactuallyhadfourdifferenttypesofclients.”

WalterprovidesastellarexampleofwhatwemeanatGKICwhenwesayyoushouldputPattoworkforyou.WaltertookthisGKICideaofcreatinganavatartorepresenthisbestclientandactuallydevelopedfourofthem.

“Igavethemnamessothatwecouldrefertothempersonallyandtargetourmarketingmessagetothatperson,”heexplains.“Outsidesalesmen,IcallthemSamSellers;mymaintenancemanagers,IcallthemMikeHammer.WehaveaTysonFoodscontract;wecalltheseguysChuckPoultry,andPhilMetal’sourPlatinummember.”

Next Walter went to work on developing his message, his unique selling proposition, and hedevelopedfourofthemtotargethisfourspecificclientsindifferentways.

NowWalterwasreadytochoosehismedia,buthehadaproblem—nomarketingbudget.GKICgavehimthesolutiontothis,too.Heraisedhisprices.

“Ihadtofigureoutawaytodosomething,andthisiswhatIdid.Iraisedourpricesby15%,andthatgavemeanimmediatecashinfusiontopayforthemediathatIwasgoingtousetoimplementmymarketingsystem,”hesays.

He startedoutwithanewsletter,well fournewsletters,one foreachofhisavatar clients—SamSellers,Mike Hammer, Chuck Poultry, and PhilMetal. And he did things to get his newslettersnoticed.

“Thisisprofound.Thisisawaytogetaheadandhaveatotallyunfairadvantageoverallofyourcompetitors by doing something as simple as this,”Walter says with excitement. “Wemade itoutrageous.MyguysgotaholdofPhotoshopandapictureofmeandtookawaymyhairandmademelooklikeaclown.Itwasfunny,ourguysenjoyedit,anditmadeusdifferentbecausealltheothernewsletterswereboring.Thisthingstoodout.”

OtherGKICnewsletterstrategiesincludedactivitiesreaderscouldcompleteandreturntoreceivea$10 gift card, featuring his clients within the newsletter, conducting surveys, publishingtestimonials,andmakingthenewsletterstandoutwithhandwrittennotesandcopydoodles.

Walterreportsthat90daysofimplementinghisnewsletterwithnewclients,existingclients,andlostclientsbroughtin$138,303.80.Foreverydollarhespentonthenewsletter,hegot$42ingross



revenue,amediaefficiencyratioof42:1.Bymeasuringhisresults,Waltercouldgeneratethebiggestimpactfromeverymarketingdollar.

He borrowed another big impact strategy from the casinos in Biloxi. The casinos don’t wastebillboardspacebyincludingtheircontactinformation.Theytellcustomerswhatshowsareplaying.

Walterputtheanswerstohiscustomers’mostaskedquestionsonfourlargesigns.

Thesesignsbrought in5.6newcustomersaweek,actualbuyerswhowerealreadyeducatedonWalter’sservices.Thesesignsattractedqualifiedcustomersandspedupthesalesprocess.

Asforthereturnonthisinvestment?

“Thecustomersareworth$3,882each,and thesesignshavegrossedus$260,000withamediaefficiency ratio of 16:1,”Walter says. “I spend a dollar, and I’m getting $16 back because of aridiculoussignideatakenfromthecasinoindustry.That’sjusthowimportanthavingthisunfairGKICadvantageis.”

ThisisjustthetipoftheicebergofeverythingWalterimplementedinthosefirst90days.Hedidwebsitemarketingwithanautomatedwebinarandbroughtin$305,250.01foramediaefficiencyratioof78:1.Hedidwhathecalls“outrageous”campaignswithemailsequences,longsaleslettershandwritten on yellow lined paper, lumpy mail, and a shock and awe package, that is, well,awesome.Waltercallsithissecretweapon.

Customersgetanovernightboxthatislabeled“Perishablegoods.Openimmediately.”Thisgetsthecustomertoopenthebox,andavideoofWalterbeginsplaying:“Hey,whydon’tyouguysenjoysomedeliciouskingcake?We’re fromLouisiana,andwewanted tosharewithyousomeofourculture.”

Insidetheboxisakingcakewithplatesandforks,everythingtheyneedtoactuallystarteatingthecakewhiletheylistentothevideoabouttheservicesWalteroffers.

Sofartheresponserateonthekingcakemailinghasbeen100%,withsalesof$414,911.40andamediaefficiencyratioof69:1.

“I took90daysofmassive action, Saturdays andSundays included, because Iwanted anunfairadvantageovermycompetitors,”Waltersays.“Imadesacrificesbecausethat’swhatittook,andthat’swhatIwantedtodo.Myadviceistosimultaneouslyimplementeverythingthatyou’redoing.Don’tdoitsequentially,doeverythingallatonceasfastasyoucantogetitoutthere,butmakesureit’simpactful.”

DidWaltersayimpactful?Trythisonforsize:

90days:$1,120,100.97.



How’sthatforanefficiencyratio?

SUCCESSKEY#6:INVESTINMARKETINGANDSALESANDAVOIDMONEYWORRIES

Beinganabundancethinkerisimportantwhenitcomestomoneyworriesaswell.

Howdoyousupposescarcity-mindedbusinessownersreacttofinancialchallengesordownturnsinthemarket?

Youguessedit.Theyreducewhattheyinvestintheirmarketingandsales.

Itseemsliketheeasiestthingtocut,butit’sreallylikereactingtoaleakinaboatbyjumpingintothewater!

Itdoesn’tsolvetheproblem,andinfact,itactuallymakesyourmoneyproblemsevenworse.

Whenyoudon’tunderstandwhereyourcustomersarecomingfrom,it’sveryeasytodiscountthevalueofyourmarketing,sales,andadvertisingefforts.

WecouldtellyoustoryafterstoryaboutGKICmemberswhodidNOTjumpinthewaterwhentheirfinancialworldcamecrashingdownonthem.Here’soneofourfavorites.

Dr.DaroldOppissomethingofamarketingjunkie.In2010,hehadalreadybeendoingGKIC-stylemarketinginhisdentalpracticeforyears,investingsixfiguresintopromotinghispracticeanddoingwellenoughtogivesixfiguresincontributionstocharitieseachyear.Hewaslivingthelifeofhisdreams,orsohethought.

OnApril26,2010,everythingcamecrashingdown.

“Itwasour30thweddinganniversary,andmywifeandItookatriptoMinneapolis,”Daroldrecalls.“Whileshespentsometimewithhersister,IwasaboutahalfmiledowntheroadspendingtimewithanattorneyfromAtlanta,accountantsfromMemphis,andmypersonalattorney.TheattorneyfromAtlanta pulled up his chair, got knee to kneewithme, and said, ‘What reasonable dentistspendssixfiguresayearinmarketing,andwhoaretheseGlazer-Kennedyguysanyway?’

“ItoldthisattorneythatIwasanentrepreneurandGKICwasmylifeline.‘Notanymore,’hesaid.

“Thenheasked,‘Whatreasonabledentistgivessixfigurestocharityeveryyear?’andIreplied,‘Adentistwhocaresaboutotherpeopleandwantstogiveback.’‘Notanymore,’hesaidforthesecondtime.”

Daroldhadnoideawhatwasabouttocomenext.Unbeknownsttohim,hisbusinesspartnerhadbeenviolatingthetaxcode.TheIRScameafterDaroldwitheverythingithad.

“Ididn’trealizehowmanypenaltiestherewereintheIRScode,”hesaysruefully.



Twoyearlater,Daroldsatdownandwroteout12checkstotheIRS.Theytotaledsevenfiguresplus.

“Mentally,physically,psychologically,andfinanciallyIwasamess,”hesays.“Mywholelifesavings,24yearsIworkedfor.In10minutes,it’sgone.Iwentfromamillionairetoamillionaire.At55,Iwasn’t even what you could call broke. I had to borrow $500,000 to pay off attorneys andaccountantstosurvive.”

AndlackofmoneywastheleastofDarold’sworries.

“Itgetsworsebecausewithinamatteroftwoweeks,Ihadalong-termpatientcallmeandask,‘Isittrue,whattherumorsaresaying?Thatyou’relosingyourlicense?’Andthatsameweek,mymother-in-law is on a city bus and thedriver turns around and says, ‘I hear yourdaughter is getting adivorce.Isthattrue?’Andthenaweeklaterthesamebusdriversays, ‘TherumorsarenowthatDaroldhastosellhishouse.He’smovingoutoftownbecausehe’sgoingtoprison.’”

Of course the rumormillwasamixtureofonly some truthandmostly lies,but thisdidn’thelpDarold.Inatownofonly25,000,itdidn’ttakelongforeveryonetothinktheyknewwhatwasgoingonintheOpps’lives.Theywerepubliclyhumiliated,andyouwouldn’tblamethemiftheyhadjustgivenup,movedoutoftown,andtriedtostartoversomewhereelse.

Buttheydidn’t.Thatwouldbejumpingoutoftheboatandintothewater!

“Whatdidwedo?”Daroldasks.“Abouttwoyearslater,mywifeandIhadaburningparty.WethrewallthecopiesoftheIRSpapersinabox,andIputagallonofgasolineonit.Itoldmywifethatlifeisaboutchoices.Youcaneitherbecomeawhinerorawinner.Youcaneitherbecomebitteroryoucanbecomebetter.We’renotafailure.Failureisanevent,notaperson.”

Daroldturnedtowhatheknew—marketing.

Eveninthemiddleoftheworstfinancialmesshecouldimagine,heknewthatheneededtoinvestmoreinmarketingifhewantedtoturnhislifearound.

From2008to2013,hetookhisproductionfrom$1.6millionto$3.4million,andthiswasduringarecessionwhenmostdentistswereseeingtheirincomesgodown.Hereishowhedidit.

Takingwhat he had learned over the years from theGKIC community,Darold decided that theavatarofhisbestclientwasayoungmomwithkids.

“Whatdomomscareaboutmost?Theirkids,”Daroldsays,“and92%ofalldentalappointmentsaremadebywomen.”

Daroldhadalwaysmadegivingbacktohiscommunityapriority,andhewasn’tabouttochangenow.Hedecidedtoholdapatientappreciationeventtothankhispatientsfortheirsupportoverthe



24yearshehadbeeninpractice—andtoshowhiscommunitythattherumorsofhisdemisewerepremature.

Dr.Opp’seventiscalledSmilePalooza—wherekidsandfunmeet.It’sanafternooncarnivalwithfood,bouncyhouses,games,clowns,princesses,superheroes,andanythingelseyoucanthinkofthatmightappealtokidsandtheirparents.Daroldthoughthewasjustthankinghispatients,buthiseventturnedouttobesomuchmore.

“Thefirstyearwehadthis,Ithought300peoplewouldshowup.Wehadover3,000,”hesays.“Insixyearswe’vehad25,000peopleatthisevent.Momsandtheirkids.Futurepatients.”

Thedoctorrealizedhehadapatient-generatingmachineonhishands!

Darold used direct mail and email sequences to publicize his event as well as radio, TV, andnewspaperadvertising.

Afterthefirstyearhewasabletogetsponsorstohelpunderwritethecosts,andhebegantogetfreepublicity.ThelocalpaperdubbedSmilePaloozaSouthDakota’sversionofDisneyWorld.“Ididn’tpayadimeforthat!”Daroldexclaims.

Hismost recentevent resulted in232newpatientsproviding$400,000 inannual revenue.Thelifetimevalueofthesepatientsis$1.2million.“Wouldyoudressupasaclownforthreehoursonetimeayeartogenerate$1.2million?”Daroldaskswithabroadsmile.

NowDaroldislicensinghiseventtootherdentists,furtherexpandingthevalueofhiseventandallowinghimtogiveevenmoretocharity.

HeandhiswifeworkwithanorganizationinHondurasthatrescueschildrenwhohavetoscavengeforfoodinthedumps.

“We’rebuildingourfourthschoolbuildingnow.We’vegot200kidsinschool.Wehaveafull-timemedicalcenterthatseespatients,”Daroldsays.

“Threekidswhoweredumpchildren10yearsagoarenowincollege.Oneisstudyingnutrition,thesecondgraphicdesign,andthethirdwantstobeadentist.Howaboutthat?That’sprettygood!”

DaroldsaysheoweshissurvivaltowhathelearnedasaGKICmember.

Hekeptasheetofpapertapedtohiswallforsixyearsthatsaid:

“RenegadeMillionaire.Askfornothingyoudon’twanttoearn.Makenoapologiesforhaving

anythingyoudoandfightlikeacorneredtigeragainstthosewhowouldseektocompelapology

orstealthefruitsofyouringenuity,investment,andlabor.”



“EverydayI’dcometoworkinmyoffice.I’dreadthatandsay,‘Youknowwhat?I’mbetterthanthis.I’mbetterthantheIRS.I’mgoingtosurvive.’”

SmartmarketersandabundancethinkerslikeDaroldOppactuallyinvestmoreintheirmarketingandsaleswhentimesgettough!

Thegoalistocreateasteadystreamofnewclients,patients,orcustomerscomingin.

Beingincontrolofyourmarketingandsalessystemallowsyoutodothis.It’slikeafaucetthatyoucanadjust.Needmoreclientscomingin?Openthefaucetabit.

Whenyou’reoperatingwith a steady streamofnewclients and revenue, youoperatewith lessstress,whichallowsyoutoinvestyourmarketingandsalesintherightplaces.

Smartmarketerscreatesteadystreamsofincome.

You’lllearnhowtodoallthisandmoreinTheGKICMagneticMarketingLifestyleLiberationKit.

SUCCESSKEY#7:TAPINTOTHEMAGICALFORCEOFTHEMARKETINGANDSALESTRIANGLE

Mostbusinessownersarecluelesswhenitcomestobuyingadvertisingandmarketingandsellingtheirproductsandservices.

Thismakesthem“advertisingvictims”preyedonbymediasalespeopleandadagenciesthatdon’tknowanythingmoreaboutproducingacustomerthanthesebusinessownersdo.

Letusletyouinonasecret:Anadrep’sonlyjobistogetyoutobuyadvertisingspaceinwhatevermediahe’sselling.

HisjobisNOTtohelpyoustandoutamongalltherestoftheadsclamoringforyourcustomers’attention.

Asamatteroffact,adrepspreferthatalladvertisingintheirmedialookthesame.Theydon’twantanyoneclienttooutperformanotherbecausethentheywon’tmaketheirquotaorearntheirbonus.

Addingtothisproblemisthatmostsmallbusinessownerscannotaccuratelytellus:

• Wheretheygettheircustomersandtheirsalesfrom• WhatitcoststogetacustomerfromsourceAorsourceB• Whatresultsspecificallycomefromanyonead

Theyareguessing.Consequently,theyarewastingmoneyonadsthatdon’twork.

Thereasonforthiscluelessnessandvulnerability?



Wecallit“MarketingIncest,”whichsimplymeansthatmostbusinessownersarelookingaroundatwhateveryoneelseintheirindustryorprofessionisdoingandcopyingit.

Nowifyouareoneofthesebusinessowners,youlikelytriedtomakeyouradalittlebetterthantheoneyoucopied—notradicallydifferent,mindyou—butbetter.

Sobasicallyyouhaveeveryone inan industrystanding inacircle looking inwardateachother,ignoringanyoneoranythingoutsideofthecircle.

It’sincestuous,anditworkslikerealincest—everyoneslowlygetsdumberanddumber!

ThepeopleyoumeetinGKIChavedonesomethingdifferent.Theyhaveturnedtheirbacksonthecircle and have deliberately gone far away from their peers in search of different—not justincrementallybetter—butaltogetherdifferentwaysofmarketingandselling.

Hereisonemember’sstory:

Dr.RickSchaefer’sgoalistohavehispatientsdancinginthehallways—thatandmakemoney.Hereadilyadmitshisprofitmotive,butheisalsoreapingthebenefitsofagreatworkenvironment.

KneeSpecialistsofWisconsincameaboutbecausefourphysiciansinRick’scommunitywantedasecondstreamofincome.Theyenvisionedapracticewithpremiumpatients,premiumpricing,andpremiumprofits.

“Theyhadalittlemoneytoputintoit,”Ricksays,“butnotimebecausetheywereallrunningtheirownpractices.Sotheyhiredmeasaconsultanttogettheprojectoff theground. Itwasbirthedcompletelyfromaprofitmotivebecausewe’reallcapitalists.”

RickisadedicatedmemberofGKIC.Hehasmissedonlythreemeetingsin5-1/2years.HemakesGKICaprioritybecausethestrategieshelearnsputmoneyinhispocket.

Oneofthekeystrategiesheemployedwhenbeginninghisnewpracticewastotapintothemagicalforceofthemarketingtriangle.Heknewheneededtosendtherightmessagetotherightmarketusingtherightmedia.

“Wechoseasuper-targetednichemarketsowecouldexcelatjustonething,”Ricksays.“Wecouldattainhugeefficiencies,andwecouldactuallypredictourprofitsbyofferingonesuper-targetedservice.”

Rickbeganbypicturinghisbestbusinesslife.Hereishowhevisualizedit:

“Iimaginedwhatmyclinicwasgoingtofeellike.Iimaginedpatientswalkinginandgettinga

hugesmilefromourreceptionist,whostoodupandgreetedthembycallingouttheirfirstname.



Theycouldsitdowninthewaitingroomandhaveacupofcoffeewithotherpatients.They

wouldencourageeachotherintheprocessandsupportandteacheachother.

Ienvisionedstaffwhowouldcomeuptomeandsay,‘Dr.Rick,thisisthebestjobI’veeverhad

inmylife.’

I imaginedpatients sohappyand so emotionally secure inourpractice that theywouldbe

dancinginthehallways.”

RickhiredaconsultanttowritehisfirstGKIC-stylenewspaperad.Ithadhisphonesringingoffthehook.Andherealizedhecoulddomore.

HebranchedoffintolocalTVadvertising.Andherealizedhecoulddomore.

NextwasanationalTVad.Rickusedanationalconsultingfirmtocreatea60-secondad.

“Itworkedfantastic,”Ricksays.“Acouplemonthslater intotheprocess, Irealizedwehadmorecapacity.Wecouldactuallydomore.”

Rick’spracticebegantoofferasecondnichetreatmentforneuropathyofthefoot.

“Ofcourse,wefollowedthatupwitha60-secondneuropathytelevisionad,”hesays.

“Nowwehadapresence for twospecificdiagnoses inouronemajornewspaper.WealsohadapresenceontwoofthethreemajortelevisionstationsinMilwaukee.Ourcompetitorsrealizedwearewillingtospendmorethantheyare.Itkeepsthemoutofourniche.”

Rickandhisstaffofferapersonalizedpatientexperience.Heusesacallcentertosetappointmentssoheandhisstaffcanfocusonrunningapatient-centeredpractice.Itbeginsbeforethepatienteverstepsfootintheoffice.

“When anyone schedules an appointment with us, we send a welcome letter. It’s completelypersonal.It’snotaboutmedicaltreatmentsandallthat,”Rickexplains.

“It’sawarm,fuzzylettersayingwecan’twaittomeetyouandwe’regoingtoprovideyouwiththeexperienceofalifetime.Atestimonialsheetgoesoutwitheverylettersotheycanreadstoriesofrealpatientswhohavebeenthroughourprogram.”

Thepremiumpatientexperiencecontinuesfromthemomentpatientswalkintheoffice.EachnewpatientreceivesagiftbagfilledwithtrinketsandwhatRickcalls“fun,sillystuff.”

“Weactuallyhavea littlekidtoythatwhenyousqueezehim,hestarts laughing,”Ricksays.“It’shystericaltowatchan85-year-oldgrandmaplayingwiththislaughingtoy.Itjustgetseverybodyintheroomlaughing.”



Rick’swaitingroomoffersmotivational,personalgrowthbooksinsteadofmagazines,newspapers,andTV.Hesaysthisputspositiveenergyallaroundhispatients.Thispositivefeelingisreinforcedwhenpatientsreadtestimonialskeptinathickbinderbythecustomcoffeebar.

Thispersonalattentionresultsinabout86%ofRick’spatientsengaginginarehabprogramthatrequires15to20furthervisits.Fortheother14%,RickusesGKICmethodstostayintouchwithasequenceoffollow-upmarketing.

Thesefollow-upmaterialsincludeRick’sbookonhowtoliveahappierlife(Ricksays,“Ofcourse,Ididwriteabookbecausefor5-1/2years,everymonth,I’vehadthatmessageknockedintomyheaduntilIwascross-eyed.”)Healsodoesatleastmonthlymailings,includinganewsletter.

“Wetakeallthosepatientswhobasicallysaidnotous,andweputthemonourrelationshipbuilderlist,whichmeansthey’regoingtogetamonthlyfollow-upfromus,somethinginthemailatleastonceamonth,untiltheendoftime,”Ricksays.

Forpatientswhocommittotherehabprogram,Rick’spracticesendsalettertotheprimarycaredoctorsoheorshecanfollowthepatient’sprogress.

ThisisgreatreferralmarketingforRick.AllofthesedoctorsgoonhisrelationshipbuildinglistsotheyhearfromRickmonthly“untiltheendoftime”ashelikestosay.Thisisinexpensivemarketingthathasbigresults.

“JustinJanuary,Dr.Chang,oneoftheseprimarycarephysicians,whoIhavenevermetandneverspokento,sentmetwopatientsresultinginatotalof$8,000ofrevenueforus.Forthecostofastamp,”Ricksays.

Newpatientsareputintoasequentialpostcardcampaignthatrunsoverthecourseofthetreatment.

Theyreceiveacongratulatoryboxofbrownieswiththefourthmailingthattheycansharewiththeirfamilyandfriendswhiletheycelebratethesuccesstheyarehavingintheirrehabprogram.ThiskeepspatientsmotivatedandalsofurthersthereachofRick’smarketingmessages.

Thelastcardinthesequenceremindspatientstocomeinforasix-monthcheckup.Ricksaysthisishisfavoritecard.

“So far thismonth,April, I’vegoteightpatientswho’vecomeback toseeus for their six-monthfollow-up.Outofthepatientswhocameback,eightofthemreactivatedintotheprogrambecausetheyfeelbetter,buttheywanttofeelevenbetterthanthat.That’s$16,000ofadditionalrevenuefromonesimplecard!”heexclaims.

Remember,Rickdescribeshimselfasacapitalist,andsohekeepsaclosewatchonhismarketingnumbers.



“Mymonthlysummarysheetshowsmeonadailybasisandamonthlysummarybasisexactlyhowmanynewpatient callswe get, the percentage of these calls that result in an appointment, thepercentageoftheseappointmentsthatactuallyshowup,thepercentageofpatientsthatshowupwhoare candidates forourprogram,andhowmanyof thesepatientsactuallyactivate intoourprogram.Iseeitallonadailybasissowecantweakthesystemandmonitorit,”heexplains.

Rickisclearlysendingtherightmessagetotherightmarketwiththerightmedia.

“LastJune,wedid$34,000ofproduction.ThefollowingMarch,itwas$750,000.That’sover2,000%growth.InApril,wedid$52,668perday.Amortizingthisoutonaverageforthemonthputsusatover$1.1million,”hesays.“Plus,wehavepatientsdancinginthehallways!”

FromRichSchaefer’ssuccess,itiseasytoseewhyeverythingwetalkabouthereatGKICisbasedonthosemagicalresultsofthemarketingtriangle.

So,let’sdelveintothisconceptjustabitmore.

Therearethreecomponentstomarketingandsales—andwemeanmarketingandsellinganything,anywhere,atanyprice,andtoanyone.

Weallliketothinkthatourbusinessisdifferentorthatwehavecircumstancesthataresomehowunique.Notso.

Everybusinessorpractice—past,present,and future—requiresall threesidesof themarketingtriangletoprosper:

1) Amarketingandsalesmessage2) Amediatodeliverit3) Amarkettoreceiveandrespondtoit

Thesethreecannotbeplacedinanycertainpriorityorsequentialorder,becauseanyonesideofthetriangleisnomoreimportantthantheother,andnonecanfunctionwithouttheother—theyformaclosedtriangle.

Thereareanumberofwaystomakethetrianglepowerless:

RightMessage–WrongMarket–RightMedia

RightMessage–RightMarket–WrongMedia

RightMessage–WrongMarket–WrongMedia

WrongMessage–RightMarket–RightMedia

WrongMessage–WrongMarket–RightMedia



WrongMessage–RightMarket–WrongMedia

WrongMessage–WrongMarket–WrongMedia(Wecallthisthetrifectaofgettingitwrong!)

Thereisonlyonewaytogetitright:

RightMessage–RightMarket–RightMedia

AndthatiswhatyouwilllearnasamemberofGKIC.Howtogetitright,right,andright!

SUCCESSKEY#8:PARALLELVS.SERIAL

Gettingyourmarketingandsalesright,right,andrightcanbeabitofajugglingact.Ifyoutendtobealinearthinker,thenextstrategyweaddresswillbeastretchforyou—butit’sagoodstretch,wepromise!

Toomanybusinessownerstrytofocusonjustonethingatatime.Theythinkintermsofgettingoneprojectstartedandworkingonit(andonlyit)untilitisdone.Thentheystartasecondproject,andsoon.

LikeeverythingyouhearaboutatGKIC,wedoitdifferently.

Themostsuccessfulbusinessownersintheworldfocusonmultipleprojectsatonetime.Theytakemassiveaction,doingmanythingssimultaneouslyinordertocreatethefastestpossibleresults.

Businessischangingallthetime,andifyouarewaitingfortheperfectcircumstanceortheperfectopportunityoruntilsomethingiscompletedtobeginthenextthing,thenthatnextthingwillnevergetstarted.

Thereisnotimebetterthannowtocreateyourautomaticcustomerattractionsystem,andgetyourbusinessgrowingandyourprofitsincreased.Ifyouwait,chancesareit’sjustnevergoingtohappen.

Successisbuiltinamessykitchen.Thegoodthingisyouwillhaveplentyoffellow“cooks”atGKICtohelpyoualongtheway.Whenthingsgethard,oryou’renotsurewhattodonext,yourGKICcommunitywillbetheretohelpyou.

DanielleKeperlingisamemberourGKICcommunitywhohaslearnedthevalueoftakingmassiveaction.

SheisoneoftheownersofHistoricRestorationsinLancaster,Pennsylvania,alongwithherhusbandandherparents.

Theyspecializeintherestorationof18th,19th,andearly20thcenturybuildings,usingtraditionalmethodsandmaterials.



Oratleastnowtheydo.Beforetheylearnedthevalueoftargetingtheirbestclientswiththeiruniquesellingproposition,Daniellesaystheytriedtobeeverythingtoeverybody.

“Wedidnotfocussolelyonourniche,andourmarketingreflectedit,”shesays.“Weknewwehadtomarket,butitwasn’tworkingwell.Wewereimplementinghaphazardlyatbest.”

TheKeperlings’problemwithmarketingcouldbetracedtobadadvice.

Theywereunsuccessfulsmallbusinessownerstakingtheircuefromunsuccessfulpeersinsteadoffromthesmartestmarketersintheworld.

“OneofthefirstmarketingbooksIreadwassomethinglikeMarketingforRemodelers,”Daniellesays.“Theiradvicewastolookatwhatyourcompetitorsaredoingandjustdowhattheydo.”

Thisisterribleadviceatanytime,butin2008itspelleddisaster.

ThatwastheyeartheKeperlingsfinishedthelargestprojecttheyhadeverdone.Duringthis18-monthproject,theydidn’tdoanyactivemarketing.

Theyweretotallyfocusedonthedoing.Bigmistake.

Allthemoneyisinthemarketing.Notinthedoingandnoteveninagreatproduct.

“ThebiglessonIlearnedisthatitdoesn’tmatterhowgreatyouareatwhatyoudoifnobodyknowsyoudoit,”Daniellesays.“Wedidn’thaveanotherlargeprojecttogoto,justabunchofsmallones,andthentheeconomycrashed.Alltheworkthatwehadbeguntolineupcanceledinthesameweek.Everybodywasafraidtomoveforwardwiththeirprojects.Theresidentialmarketwasdead.”

Whiletherestoftheeconomywasinarecession,theconstructionindustrywasinatruedepression,with25%unemployment.Danielleknewtheyneedtomakechangesquicklytosurvive.

“Wepivotedtowardpublicprojectsbecausethat’swherethemoneywas,andwelaidoffworkers,”sherecalls.“Weweredowntojustmydad,myhusband,andahelperinthefield.

Weweresearchingforanswers,andIdecidedtogobacktoschool.I’mnotreallysurewhyIthoughtthatwasagoodplan.”

Butsometimesluckfindsyou.

“In2010,IwasworkingonmyfinalprojectformyMBA,andIwasinthebusinesssectionofthelibrary,”Daniellesays.“IcameacrossNoBSMarketingtotheAffluent,andIthoughtmaybeitwouldhelpusmarketourbusiness.Iborrowedit,Ireadit,andthenIwenttothebookstoreandboughtmyowncopy.”



ShelikedwhatshereadandstartedtorespondtotheGKICmembershipoffer,butapprehensionstoppedher.

“I was going to join, and I started typing in the search box to get the membership offer, andsomethingaboutascamcameupintheautofill,soI’mlike‘Oh!Idon’twanttodothis.’SoIclosedit.”

Danielleishappyshedidn’tletherfearstopherforlong,saying“Iwaitedaweek,andwithoutanyevidencetothecontraryIjoined.”

Shebeganreadingthenewsletterandimplementingsomethings,butnotsystematically.DaniellesaysthebigchangeforhercompanycameaftersheattendedtheFastImplementationBootCampin2012.

“I had been reading the newsletter for two years, but the boot camp started to put everythingtogetherforme,”shesays.“SoIgotbackandIwasreadytoimplement.”

Therestofherfamilywasn’tsosureabouther“crazy”marketingideas,butfortunatelyforthem,Danielledidn’tlistentothem.

Shetookmassiveactionandbeganimplementingmultiplestrategiesatthesametime.

Shedoveintolumpymail,multistepdirectmail,seminars,newsletters,websitemarketing,blogging,socialmedia,andwritingabooktoestablishhercompany’sexpertisewithintheirniche.Shealsocarefullytrackedherresults.

“Oneofmyfirstattemptsatlumpymailwasablueprinttubefilledwithcookies,”sherecalls.“Wesentthemto75peopleat$10each.Wegot$17,500inrevenuefora23to1returnoninvestment.

Thatprojectledtothehomeownershavingagardentourintheirneighborhood,andtheyhandedoutpacketsofinformationaboutustoallthepeoplewhocamethroughtheirhouse,prettymuchsellingustotheircommunity.

WealsohadanarticleonthefrontpageoftheSundaybusinessrealestatesectionthatwecoulduseinothermarketing.”

Danielle used a three-step sales letter to fill seats at a seminar. This strategy was particularlysuccessful.

“Wespentjustunder$1,700,includingtherentalforthehotel.Theresultwas$254,000inrevenuefor151to1returnoninvestment!”sheexclaims.

ButDaniellesaysthemoneywasnotherbigAhamoment.



“NotthatI’magainstthemoney,”shegrins,“butmybigAhawasthatmymarketingwasworking.NowwhenIwenttomeetingswithhomeowners,theyaskedthreequestions.Twooftheirquestionswereaboutwhatwouldbehistoricallyappropriatefortheirproject,andonlyonewasabouttheamount of thedeposit theywouldneed.Ourpositioningourselves as expertswasworking.Weweren’tgettinganypushbackonprice.”

Daniellehappily reports that their company’s revenuehas increasedbyover300%,despite theeconomy,saying“Theonlythingthatwechangedwasourmarketing.”

Andit’sagoodthingtheydid.

“Myhusband,Jonathan,likestotellastorythathedidn’twantmetodothismarketing,thatitwasn’tgoingtowork,andI’mprettysurethewordcrazywasthrownout,”Daniellelaughs.

“Ijustignoredhim.Idon’tknowifthatmakesmeabadwifeornot,butIwasn’tlistening.Ithinkhe’sforgivenmebecausenowhedoesn’twantmetostopmarketing!”

Asforherdad,Danielleisn’tsureshehaswonhimoveryet.

“He saysmymarketing’s on steroids and thenumberof opportunitieswehavenowgivehimaheadache!”

SUCCESSKEY#9:KNOWWHYYOURCUSTOMERCHOOSESYOUVERSUSANYONEELSE

Whilewe strongly urge you to takemassive action, likeDanielle Keperling did, and implementmultiplestrategiesatthesametimetomarketyourbusinessorpractice,thereisoneareawhereyouneedtoemployalaser-likefocusonjustonething.

AsaGKICmember,youwillcreateauniquesellingproposition,orUSP.

BasicallyyourUSPshouldputyourbusinessorpracticeintoacategoryofone.

Youwanttobeunique,andyouwanttoclearlydefinewhoyouareandwhatyouprovidetoyourcustomers,clients,orpatientsinashortandsuccinctmessagethateveryonecanunderstand.

A lotofbusinessownersarevagueaboutwhat theydo.Theydon’tgive theircustomersaclearreasonwhytheyshoulddobusinesswiththemversusalltheircompetitors.AtGKIC,wedon’tdovague.

Smartmarketersdistinguishthemselvesinthemarketplace.Theygrabtheattentionoftheirbestcustomerswith a USP that cuts through the clutter of the thousand or somarketing and salesmessagescustomersmustfiltereveryday.

• Peoplegethundredsofemailsanddeletemostwithoutopeningthem.



• Theydrivebydozensofbillboardsontheirdailycommute,andguesswhat?They ignorethem.

• AdsonTV?Fastforwardorclicktothenextchannel.• Adsontheweb?Scrollpastthemorclickthe“x”togetthemoutofthewayofwhatyouare

tryingtoread.

Ifyouwantyourmessagetodistinguishitselfabovealltheothers,youneedtohaveaveryclearUSP.

Auniquesellingpropositionactslikeaflashlightyoucanadjustfromawide,diffusedbeamtoanarrow,laser-sharpone.

It calls out and gets the attention of your best target customers. Your USP gives your clients,customers,orpatientsalogicalandcompellingreasonwhytheyshoulddobusinesswithyouaboveanyoneelse.

WhenyouknowtheanswertothisquestionandcommunicateitclearlywithyourUSP,youwillgainclarityformakingall therestofyourmarketingandsalesdecisionsabouthowyouaregoingtoapproachyourcustomerswithyourmessage.

Mattressseller JeffGiagnocavo’sstorywillbe illustrativehere. Jeffandhisbusinesspartnersell$30,000mattresses.

Letthatsinkinforamoment.

Howdoyougetpeopletospend30,000of theirhard-earneddollarsonamattresswhenyou’recompeting with the national ads from Sealy, Serta, Simmons, and of course Tempur-pedic, allclaimingagreatnight’ssleepatreasonableprices?

Yes,evensomeoftheTempur-pedicretailershavegottenintothe“wecanofferitalowerprice”game.

Jeff’sanswerissimple.Youdon’tcompeteonprice.

Instead,heandhisbusinesspartnercarefullycraftedauniquesellingproposition(USP)thatdefineswhat they offer to their customers, and guess what? It’s not actually a mattress. Here is whatGardner’sMattress&Moreoffers:

“WeareLancasterCountysleepexperts.We’llhelpyouwakeuphappyandpainfree.Withour

uniqueprocess,wefitthemattresstoyourspecificsleepingpostureandsleepneeds.”

“Wakinguphappyandpain free” iswhatgets Jeff’s customers to choosehimoverall theothercompetitors.Hiscustomizedapproachtakespricerightoutoftheconversation.



Jeffhasalwaystakenasomewhatdifferentapproachtosales.Hestartedoutasawholesalefurniturereprepresentingfactoriestoretailers.

“Boththefactoriesandtheretailerswerecompetingonprice,andwheretheymetinthemiddlewasdownthedraingoingtothebottom,”Jeffsays.“IwaslookingforsomethingsoIcouldgetoutofthattypeofbusiness.”

He attended SuperConferences, became aGKICDiamondmember, and started going to chaptermeetings because “I knew the investment in myself would pay dividends,” Jeff says. “TheSuperConferencewasreallyawakeningmomentforme.”

Heintroducedoneofhisclients,BenMcClure,toPlanetDanduringaSuperConference.Soonafterthat,aseriesofbad-luckeventshelpedpropelthetwointobusinesstogether.

“Twothingshappened,”Jeffexplains.“Firstofall,Gardner’sBedrooms(Ben’sstore)lostitslease.Inthatsamemonth,IwassubjectedtosalesrepsocialismasIliketosay.Afewguysincludingmyselfweredoinggreat,kickingbutt,andtakingnames,andtherestweresuckingitup.Thefactorysaidtomeandsomeotherguys, ‘We’vegottocutyourcommission.’Thecutwas35%ofmyincomeovernight.Isaid,‘Youknow,Ican’tdothisanymore.’”

Amonthlater,BenapproachedJeffaboutopeninganewstore.Ben’sstoreclosedonMarch28,andthenewpartnersgottoworkinGardner’sMattress&MoreonMarch31.TheyopenedtheirdoorsonMay19,withnobusinesscominginandplentyofstart-upexpensesgoingout.

“Wewerethinking,‘Whatintheworldhavewegottenourselvesinto?’Inaquick119dayswehadblownthroughtheremodel.Spent$100,000.Wewereready,butnowwehadtosellsomething,”Jeffrecalls.

ItwastimeforthemtoemploytheGKICstrategiestheyhadlearnedatthoseSuperConferencesandGKICchaptermeetings.Thetwocreatedan11-stepplanthatgotcustomersintothestorereadytobuyaveryhigh-endmattress.

“Step1.Wecompeteinamarketofone,”Jeffsays.“Othermattressstores,theyallcompeteonlowprice.We’reswimminginbluewaterhavingagoodoldtime.We’repurveyorsofpremiumsleepproducts.That’swhatwesell.Whenyou’rereadytoinvestinyourhealthandgetagoodnight’ssleep,youcomeseeus.Wedon’tadvertisebasedonprice.Weadvertisebasedonthebenefitofhowourproductenrichesyourlife.”

Step2isJeff’sUSP,“WeareLancasterCountysleepexperts.We’llhelpyouwakeuphappyandpainfree.Withouruniqueprocess,wefitthemattresstoyourspecificsleepingpostureandsleepneeds.”Thistellshiscustomerswhytheyshouldbuyamattressfromhimandnooneelse.

The USP is reinforcedwhen customers come in to the store. There they find a well-appointed“DreamRoom,”wheretheyareinvitedtobookatimetospendahalf-hourtofourhourstryingout



themattressthathasbeenfittedtotheirspecificsleepneeds.JeffsaystheirstoreistheonlyoneofferingthisontheEasternSeaboard.

OtherstepsthatJeffandBenhaveemployedtobuildtheirbusiness includeofferingguarantees,writingadvertorials,testimonials,publicspeaking,YellowPages,newspaperads,referrals,directmail, email, social media, mobile marketing with text, lead capture, follow-up sequences, andallianceswithotherbusinessessuchasinteriordesigners.

“Havemultiplefunnelsinmedia,”Jeffadvises.“Don’trelyonjustonething.Whatifthatonethinggoesaway?”

Akeysteptothismarketingduo’ssuccessistheirbook“What’sKeepingYouUpatNight?”Thebookdemonstrates Jeff and Ben’s expertise, and it educates buyers onwhy shopping for amattressshouldn’tbebasedonprice,butratheronhealthandhappiness.Ithasalsoprovidedagreatreturnoninvestment,8.5to1.

Thepartnerstracktheiradvertisingsotheyknowtheyaregeneratingthebiggestimpactfromeverymarketingdollartheyspend.Simpleroadsignsthatdirectcustomerstothestoreactuallygeneratean80to1ROI!

Using the strategies they learned from their investment in themselves as active GKICDiamondmembers,Jeffreportsthattheirgrossprofitmarginsareat52%—whentherestoftheindustryisat43%.

“That’swhatsellinghighcando,”hesays.

JeffandBenareleveragingtheirsuccesswiththeirmattressstoreintoaninfo-marketingbusinessforfurnitureretailers.NowtheyareteachingotherstodomarketingtheGKICway.Marketingbeingtheoperativeterm.

SUCCESSKEY#10:INVESTINYOURSELFANDMARKETINGANDSALES

Smartbusinessownersthinkofthemselvesasbeinginthemarketingbusiness.

• Rather than thinking of yourself as a doctor, consider yourself amarketer of a doctor’sservices.

• Ratherthanthinkingofyourselfasamanufacturer,thinkofyourselfasamarketeroftheproductyoucreate.

• Ratherthanthinkingofyourselfasadoer,thinkofyourselfasamarketer.

Whateveryoudo,youareamarketerfirst.

Nothingstartsuntilsomeonemakesasale.NooneknowsthisbetterthanDr.PhillipYoo.



Hecanshowyoubeautifulphotographsofhisfamily—wifeAngela,sonDavid,anddaughterCathy.Butheisquicktoletyouinonasecret.

“IwassittingthereatmyfirstSuperConference,andeveryone’slike,‘Oh,perfectfamily,’butifyoupullawaythecurtains,itwasn’treallyperfect.TherewasatimeinmylifewhentheKryptonitegotme,”hesays.“EvenSupermanhashisweakness.”

Asitturnsout,Phillip’sweaknesswashiscareerasachiropracticdoctor.

“It started out whenmy parents toldme, ‘If you just become a doctor, you’re going to have asuccessfulcareer.’Itwasn’tlikethatbecauseIwaschainedtomypractice10to12hoursaday.Mywifehatedme.Icouldn’tplaywiththekids.Iwastootiredfromadjustingpatientsallweek,”Philliprecalls.

Hehadtomakeachange.Hegaveuphispracticeandhiredtwoassociatestorunit.Thisdidn’tendwell.

“Theybasicallyranittotheground,stolemypatients,andstartedotherpracticesoftheirown,”Phillipsaysruefully.“Iwasfacedwithhavingtorebuildmyincome.”

Withthelittlesavingshehadleft,Phillipboughtoutanotherdoctor.This,too,didn’tendwell.

“Tomakealongstoryshort,theotherdoctordidn’tstayaroundforasmoothtransition,”Phillipexplains. “All his patients left, and for thepatients that did stay, insurance startedpulling theirreimbursements.IwassittinginmyofficewonderinghowIwasgoingtopayoffmyAmExbill.HowwasIgoingtopaytherent,letalonethestaffandpayroll?”

Phillip’sstorybegantoturnaroundwhenafriendgavehimabookcalledOutrageousAdvertisingbyBillGlazer.

“At thebackof thebookwas thisoffer fora freenewsletter,”Phillip says. “If youdon’t get thisnewsletter, that’s the first step. Get the Gold newsletter! Then I upgraded to the Diamondnewsletter,whichjustblewmymindaway.Theygiveyoueverythingyouneedtorunasuccessfulbusiness.Thatledmetogetmyfirstproduct,DNAGameChanger.Ididn’thavethemoney,soIthrewitonmycreditcard.”

ThenextproductforPhillipwastheMagneticMarketingToolkit.

“ItgavemeliteralmarketingpiecesIcouldswipeanddeploy,whichmeansyoubasicallywriteyourownmarketingaccordingtothesamplesinthatMagneticMarketingbook!”Phillipexclaims.

Phillipbeganwritingabookandexperimentingwithadvertising.Hefoundthatsomeadsworkedandsomedidn’t,buthekepttryingnewheadlinesandtrackinghisresults.

Hismarketisbabyboomersandseniors,soPhilliptriedthisUSPinaheadline:



What Doctors and Boomers Do When They Get Excruciating Knee Pain and Can’t Walk, Pick Up the Grandkids or Play Golf

“Thisadlastedonemonth.Itdied,”Phillipadmits.“SoIchangedtheheadline,whichis60%ofthead’simportance.”

Phillipchangedonewordinhisheadline.‘Boomers’became‘Athletes.’

“Thenewheadlinekilledit.Wegota7to1return,”hesays.“WhatIfiguredoutisthatbabyboomersdon’tliketobecalledold.Theythinkthey’re20yearsyoungerandayoungathlete!”

Anotheradbroughtin$78,000inrevenueforaninvestmentof$4,000,a19.5to1return.

“Itdidn’tlast,though,”Phillipreports.“Yousee,withmarketing,youhavetochangeitallthetime.That’swhyyouhavetogotoGKICeventstogetthenewideas.”

Some of the ideas Phillip employs in his advertising include celebrity endorsements, authoritymarketing, and testimonies. He was a treating doctor at the Beijing Olympics, the backstagechiropractorontheBeyoncétour,andhehasworkedwithNavySeals.Alloftheseprovideauthorityandmakehisadvertisingmorecompelling.

PotentialpatientswhorespondtoadvertisingreceiveoneofPhillip’sbooks.Yes,that’sbooksplural.Thedoctorwasn’tsosureaboutbecomingamultiplebookauthoratfirst.

“Iwaslike,‘HowamIgoingtowriteabook?Letaloneabookforeachofmyniches…backpain,nervepain,andkneepain?’”Phillipasks.“Guesswhat?It’sthesamebookwithallthreeconditionsslappedwithadifferentcover.Whosaysyoucan’tdoabookforeachniche?”

Phillip’sbookincludesacalltoactiontogetpatientstocallforanappointment.

Hefollowsupwithnon-respondersthreetimesandthenputsthemintoalostcustomerreactivationcampaign.

AnotherstrategyPhilliplearnedfromGKICispricing.

“The average chiropractor charges $50 per adjustment,” Phillip says. “Our laser treatments are$250,Ichargeforsixprepaidvisitsonthefirstvisit,andIhavea90%closingratio.Iget$1,500inthefirstday.”

Becauseeachpatientisworthatleast$1,500,Phillipcarefullytracksthecallsthatcomeintohispractice.

“Wehavesomanyniches,neuropathy,doctorreferrals,discpainneuropathy,andwecanseewhichadsourceitcamefromandthedurationofthecall,”Phillipexplains.“Ifyoucan’ttrackit,youcan’tgrow.”



Ifyou’rebeginningtothinkthatPhillipYoosoundsmorelikeamarketingandsalesexpertthanadoctor,you’reright.That’showheviewshimself.

To become a successful doctor, he had to transition from being a doer of the thing he does(chiropracticmedicine)tobeingamarketerofthethinghedoes.

Thisappliestoanybusiness,anyprofession.You’renotadentist,afinanceperson,orarealestateagent.You’reamarketerofdentistry,amarketeroffinancialsolutions,oramarketerofrealestate.

Whenyou’reinGKIC,youareamarketer.

Phillipisreapingthebenefitsofhisnewidentity.

“BeforeImetPlanetDan,Iwasabouttoclosemypractice,”hesays.“Lastyear,wedid$639,000,andI’mintheofficethreehoursaday,MondaythroughThursday.Our12-monthforecast is for$1,014,688.NowIrunthepractice.Itdoesn’trunme.NowIcanhavealifewithmyfamily.”

NothinghappenedforPhillipYoountilhemadeasale.Andtheneverythinghappened!

Whenyoursalesandmarketingbeginstoworkforyou,youwillneedthestrategywe’reabouttoaddressnext.

SUCCESSKEY#11:AUTOMATICSYSTEMSTHATNEVERLETCUSTOMERSANDPROSPECTSFORGET

ABOUTYOU

Atthebeginningofthisprogram,webrieflytalkedabouthowtraditionalmarketingandsalesisdoneina“huntingenvironment.”

Ifyou’veeverdoneanytelemarketingatall,youknowthatthefirstsentencedetermineswhetheryougettostayonthephonewithaprospectoryoulosetheopportunityinthefirstfewsecondsbecausethepersonyou’vecalledhangsup.

Thesamethingistrueinallourmarketingandsalesefforts.Wecallitgoingfromuninvitedpesttowelcomeguestinahurry.

That’swhatwehavetodoifwewantourprospectstochooseus—whichisexactlywhatwewant.

RememberDanKennedy’sstoryaboutthatpestbangingonhisdoor?ThereDanwas,justmindinghisownbusinessandgoingabouthisday,sippingaglassoficedteaathiskitchencounter.

Whenthatpestbangedonthefrontdoor,Danwasonthephonewithaclient.Hewasbusy,andhewasannoyedthatsomeonewastryingtotakehisattentionawayfromwhathewasdoing.

Soheignoredthispestbangingonhisdoor.Hedidn’tgetuptogocheckthedoor,andprettysoonthebangingstopped,exactlyasDanhadhoped.



Rememberwhathappenednext?That’sright.ThatcrazyguyactuallysnuckaroundtoDan’sbackyardandbeganbangingontheslidingglassdoordirectlybehindDan!

Asyoualreadyknow,whenDanfinallyturnedaround,hewasinforashock.Hisentirebackyardwasonfire,anditwasthreateninghishouse!AsDanrecallsit,youcouldn’tslipasheetofpaperbetweentheflamesonhisgardentrellisandthewoodtrimonthehouse.

Itturnsoutthisguywasnotapestafterall.Infact,hewasanoff-dutyfirefighterwhohadtakenituponhimselftosolveDan’sproblem—aproblemthatDandidn’tevenknowhehad.

Well,wehavetotellyou,allofasuddenthisuninvitedpestbecameavery,verywelcomeguest.

Danwasextremelyhappytoseethisguyinhisbackyard!Thetelephoneclunkedtothefloor,andDanforgotallaboutwhathehadbeendoingthemomentbefore.Thefirebecamethefocalpoint.

WhatifthefirefighterhadhadawaytoslipanoteinfrontofDanfromtheverybeginningthatsaid,“Yourhouseisonfire,andI’mheretoputitout”?HewouldhavehadDan’sattentionrightaway.Hewouldhavebeenawelcomeguestrightaway.

Thisiswhatsmartmarketersdo…theydeviseasystemforbecomingthewelcomeguestintheirprospects’lives.

We’vetalkedaboutdefiningyour idealcustomerandusingthemagicalresultsof themarketingtriangletobuildyourbusiness.

Mostpeoplewouldstopthere,thinking...Great!Igoaftermybestcustomer,client,orpatientusingtherightmessagetotherightmarketwiththerightmedia.

ButsmartGKICmarketerstakeitastepfurther,andthisisthestepthatmakesmillionaires.

Most smallbusinessowners—in restaurants, stores, shops, servicebusinesses, andprofessionalpractices—arestilladvertisingvictims.

Theyarecopycattingtheirpeersandcompetitorsinaclosedcircleofanxiety,frustration,andwaste,gettingerraticandoftendisappointingresults.

Itwasintheearly1900’sthataremorsefulP.T.Barnumwasquotedassaying,“Iknowthathalfofall theadvertising formycircuses iswasted—if Ionlyknewwhathalf!”This fromP.T.Barnum,probablytheshrewdestpromoterofhistime!

Andhereweare,hundredsofyearslater,withtheadventofamassivearrayofadditionalmarketingandsalesmediaincludingtheinternet,yetmostbusinessownersstillsaytheyknowthathalfoftheirmarketingandsalesiswastedandtheystilldon’tknowwhichhalf.

Mostareworriedday-to-dayaboutwheretheirnewcustomerswillcomefrom.



TheylackCERTAINTY.BecausetheylackSYSTEMS.

WewillguideyouonyourwaytoerasingthewasteanduncertaintyandanxietyandreplacingitwithCONTROL—byimplementingandrunningatrulyeffectivemarketingandsalessystemtofuelyourbusiness.

WhenyoufollowthestepswesetoutforyouinTheGKICMagneticMarketingLifestyleLiberationKit,youwilllearnhowtocreateanautomaticcustomerattractionsystemandhowtouseautomatedsystemstostayincontactwithyourcustomersandyourprospects.

Thesesystemswillmakesureyourcustomers,clients,orpatientsdon’tforgetaboutyou,andtheywillmakeyouawelcomeguesteverytimeyoumakeaconnectionwiththem.

Yes,therewillbeworkinsettingitup,workinmaintainingit,andworkinperpetuallyimprovingitandadaptingittochangingconditions.Butit’ssatisfyingwork.Andmuchbetterpaidwork.

Mostentrepreneursarerunninghardandfastinpursuitofbiggoalsandhugeambitions,butalltoooftentheyaretryingtobuildwithoutblueprintsorthebesttools.

Theyfindthemselvesatwarwiththeworld,sometimesatwarwiththeirownworsthabitsandtheirself-limitingbeliefs.Andmostwagetheirwaralone.

Ifthat’syou,atGKICweknowexactlyhowyoufeel.Andlikeyou,wearenotafraidofwork.

Ifyouhavebig,verybiggoals,wearenotgoingtopromiseyouthere’ssuchathingasmagicdustinajartoreplaceeffort,norarewegoingtodiscourageyoufromdoingtheworktoachieveyourgoals.

Weareknownfor“ThePhenomenon,”showingpeoplehowtoaccomplishmorein12monthsthantheyhavedoneintheprevious12years.Doingsotakeswork,butaswejustsaid, it’ssatisfyingwork—andmuchbetterpaidwork.JustaskShaunBuck.

PeopletoldShaunthathislifewasoverwhenhebecameafatheratage16.Mostadvisedhimto“bailonthiskid.Justgoyourownway.”

“That’snotme.That’snotwhoIam,”Shaunsays.“Ididsomethingalittledifferent.Isteppedup.Iraisedhimwiththehelpofmywife,whocameintothepicturewhenmysonwasthreeyearsold.”

Shaunknewhecouldn’tpayalltheexpensesofraisingachildwithhis$4.25anhourjobplayingthemouseatChuckE.Cheese.

“Again,Ididsomethingalittledifferent.Idroppedoutofhighschool.Thatwasscary.Myparentswerenonetoohappy,”hesays,“butIhadtogogetarealjob.Ineededhealthinsurance.Atage16,IwenttoworkforaregionalelectronicscompanycalledTheGoodGuys,andinmyfirstmonthmade$4,800sellingpersonalcomputers.Iwaslike,‘School?Whoneedsschool?’”



Actually,Shaundidreturntoschoolandfinishedtwoyearsofcollege—buthequitwhenherealizedhehadmorereal-lifebusinessexperiencethanhisbusinessprofessor.

Shaunwasgainingexperienceandhavingsuccessinthebusinessworld.

Atage21,heleftahigh-payingjobatAT&Ttoopenhisfirstbusiness,ahotdogstandinfrontofahomeimprovementstore.

Overthenextdecade,thisyoungentrepreneurboughtandsoldsixdifferentbusinesses,includinganinformationmarketingbusinessinthedrycleaningniche.

In2011,Shaunfoundedadirectmailcompanythatalsohappenedtosellnewsletters.Hesayshewas“tryingtobealittlebitofsomethingtoeverybody.”

“Bymid-2012,IrealizedIhadtofocus.Thiswasn’tworking,”hesays.“WeweredoingOK.Weweremakingsomemoney.ButIwasn’tgoingtoachievethegoalsIwantedtowithoutfocus.

SoIanalyzedthethreeprimaryproductsthatwehad,andIfoundthat,likeDanKennedysays,therewasahiddenbusinesswithinmybusiness.

Itwasnewsletters.ItwastheproductIlovedthemost.ItwastheproductIbelievedinthemost.ItwassomethingIhadpersonallybeenusingsince2002.”

WhenShaunnarrowedhiscompany’sfocusinSeptember2012toproducingnewslettersforclients,hismonthlysaleswere$25,911.34.

“From October 2012 to December 2012, the decision to focus allowed me to virtually doublebusinessfromabout$25,000to$50,000amonthworthofrevenue,”Shaunreports.

Heemployed21primaryformsofmarketing,including:

• TradeShows • Referrals

• AutomatedIncrementalMarketing • SalesLetters

• HolidayPromotions • OnlinetoOfflineMarketing

• ColdCalling • ClientGifts

• ShockandAwePackages • InterviewsofCelebrityMarketers

• ClientTestimonials • …amongothers

FollowingDanKennedy’sadvice,Shaunsaysheputpeopleonhislistthatwerecompletelycoldandstartedsendingsequentialmailingstothem.



“Dantoldmeonetime,‘Withyourbusiness,ifaprospectisalreadydoingdirectmail,they’reagreatcustomer for you.’ Therewas no list for that,” Shaun laughs, “sowe had to go and scrape onetogether.”

Withsomanysalesandmarketingstrategiesinplayatonetime,Shaunneededtouseautomatedsystemstokeepeverythingrunningsmoothly.

Forexample,websitevisitorswhoareinterestedinhavinganewsletterproducedcouldoptintoaphonecallformoreinformation.Shaunsayshesawa24%increaseinphoneappointmentsfromthisautomatedsystem.

ShaunusesanotherofDanKennedy’srecommendationstohisadvantagewhenmarketingtoclientswhohappentobeGKICmembers.

“We send out a plaque that says, ‘My single biggest recommendation is to do amonthly printnewsletter,fromDanKennedy.’”

Atlastcount,salesforShaun’scompany,TheNewsletterPro,havegonefrom$25,911amonthto$213,835.75. That’s over $2.5 million a year, and he credits it to using GKIC marketing andnarrowinghisfocustohisonebestproduct.

TodayShaunisabletopayitforward,supportingcharitiessuchasWoundedWarriorandDestiny’sRescue,aswellashelpingtosupportamissionaryfamilywhohasachildwithspecialneeds.

“Mypastortoldmeonetimethat therearepeoplewhoaregoersandtherearepeoplewhoaresenders,”Shaunsays.“Ihavetheabilitytostayhere.Ihavetheabilitytoworkhard.Ihavetheabilitytoearnmoneyandhelpsupportalotofwonderfulcauses.”

Shaunnarrowedhisfocustohisonebestproductandusedautomatedsystemstoimplement21marketingstrategiestosellthisoneproduct.

InShaun’scase,onewasagoodnumber,buttherearetimeswhenitistheworst.

SUCCESSKEY#12:KNOWINGTHATONEISTHEWORST#

Rememberthatoldsong“One is the loneliestnumber”?Well,we liketosaythatonecanbetheWORSTnumber.

Letusshowyouhowtoapplythistoyourmarketingandsales.

Itgoeswithoutsayingthatwealwayswanttoevaluateourreturnoninvestment.Wewantthebestresultsfortheleastamountofmoney,right?

Buttoomanybusinessownerstakethisideaandmakeittheonlythingtheyconsiderwhendecidingwhattypeofmarketingandsalestodo.



Don’tforget,onecanbetheworstnumber,perhapsespeciallywhenitcomestomarketing,sales,andadvertising.

Whathappensifyoualwayschoosethecheapestmethodofacquiringnewcustomers?Youruntheriskofendingupwithnothingbecausenothinginlifestaysthesame.

Change truly is inevitable. Googlemay change its search algorithm and yourwebsite will stopappearinginsearchresults.OrFacebookcouldchangeitsadvertisingrules.(Actuallythat’sagiven.FacebookisALWAYSchangingitsrules.)

AndweallknowwhathashappenedtotheYellowPages.

Ifyouareusingone(thecheapest)methodtogetnewcustomers,clients,orpatients,youareinadangerousplace.OneistheWORSTnumber.

Instead,youshouldhavemultiplesourcesforbringinginnewcustomers,evaluateeachsourcetomakechangesasneeded,andthenlookatyouraggregatedresultsonaregularbasistomakesureyouareontherighttrack.

Ifthissoundscomplicated,don’tworry!Wewillshowyouexactlyhowtocalculateyourcostperleadandyourcostpersalesoyoucanmaximizeyourresultsanduseamarketingandsalesbudgetthatworksforyou.

SUCCESSKEY#13:FOLLOWTHE“LEAPFROG”PRINCIPLE

Bynowwehopeyouhavedecideditistimetogoafteryourdreams.

Whenyoudo, remember this:Youcan’t sit andwait forothers to recognizeyou.Mostbusinessownersgotowork,keeptheirheaddown,dothebesttheycan,andhopesomeoneappreciatestheirefforts.

ThatisnottheGKICway.

Ratherthanwaitforsomeoneelsetogiveyoupermissiontosayyou’rethebestatwhatyoudo,wewillteachyouhowtousethe“leapfrog”principleandliterallyhopoverthatbarriertoestablishyourbusinessorpracticeasthebestproviderofyourproductsorservicesforyourcustomerniche.

Whenyoudothis:

• Yougettodecidehowyouwanttomoldyourbusiness.• Youdecidehowmuchyouwanttowork.• Youdecidehowmuchyourproductsandservicesareworth.• Youmoldyourbusinessandyourcustomers,clients,orpatientstocreateabusinessthat

servesyou,thatprovidesyourbestbusinesslifestyle.



Dr.JeffAnzalone,aperiodontistinasmalltowninLouisiana,couldn’taffordtowaitforsomeoneelsetorecognizehisefforts.JefffoundhimselfdrowningindebtbeforeGKICshowedhimhowtoleapfroghiswaytosuccess.

JeffgraduatedfromhisperiodonticsresidencyatLouisianaStateUniversityin2005.

He had great plans. An established practitioner in Jeff’s hometown of Monroe, Louisiana, hadpromisedthisyoungdoctoraplaceinhispractice.Thefutureseemedbright.

“I’dgonetoschoolliterallymywholelife,andIwasreadytogetoutandmakesomebigmoney,”Jeffrecalls. “That’s when the crap hit the fan. I got THE phone call. I wasn’t needed at that groupanymore.Iwentfromelatedtoterrifiedinamatterofmoments.”

Jeff’swife,Rebecca,was in thenext roomwith their crying two-month-old.Thecouplehad justpurchasedahouseandhad$200,000instudentloanstopayoff.

“IlearnedatthatpointI’dbeensolelydependentonthatperiodontalgroup’sknowledgetoteachmethebusinessandmarketingaspectofdentistry,”Jeffsays.

“Now I didn’t have a clue how to go onwithout them. I rememberwalking into the bathroom,shuttingthedoor,sittingontheedgeofthetub,andaskingGodtohelpus.IwasasscaredasI’deverbeeninmylife.”

Jeffdidn’thaveajob,sohedidwhateverhecouldtomakeendsmeet.Thisincludedmowinglawns.

“Iwasthetalkofthetown,”Jefflaughs.“Hey,there’sMonroe’snewestperiodontist,andhe’sactuallyhavingtocutgrasstomakealiving.”

Thiswentonforaboutayear,andthenJeffdecidedtostartaperiodonticspracticefromscratch.

Hewastiredofweed-eatingyards—buttireddidn’tbegintodescribewhathewouldfeelashetriedtogetanewdentalpracticeupandrunning.

“Ifacedalotofcompetitionfromallthespecialistsinmyarea,”Jeffsays.“That,coupledwithmylimitedmarketingknowledge,leftmefeelinglikeanoviceinafieldofexperts.So,whatdidIdo?Istartedhiringmarketingconsultants,aslewofthem.Ispentthousandsandthousandsofdollarsonmarketingthatdidn’tproducesquat.”

Jeff’sluckchangedwhenheranacrossGKIC.

“DanKennedyhasbeenaguardianangelformeandmypractice,”Jeffsays.

Butasitturnedout,Jeff’sguardianangelwouldneedsomepatience.



“Istartedreceivingallkindsofinformationinthemail,newsletters,swipeanddeployfiles,thisandthat,”Jeffsays,“butIhavetoadmit,Igotallthisfor12,16monthsanddidn’tdoanythingwithit.Finally, Isaidtomyself, ‘Jeff,whydon’tyoujusttakeonethingeachmonthand,asDansays,dosomething?’”

“The first time I had some positive results, I was hooked,” Jeff continues. “I had actually donesomethingwithouthavingtohireamarketingconsultant—anditworked.”

ThiswasthebeginningofwhatJeffdubbedhishustlingcampaigntocompletelyturnhispracticearound.

Hedidn’twaitforsomeoneelsetorecognizehisefforts.HeemployedtheGKICleapfrogprincipleandhoppedoverthebarriershefaced.

UsingGKICmarketing,heestablishedhimselfasatrustedprofessionalinhiscommunity,andashegainedmarketingexperience,hewentontobecomeago-toexpertforotherdentiststoemulate.

This has segued into a coaching business for dentists in addition to a successful periodonticspractice.

Jeff implementedaGKIC-stylemultiplemailingcampaigntoexistingpatients.Healsoturnedhisstaffintoasalesforce,offeringbonusesforgettingpatientsintothedentalchair.Thisonestrategybroughtin$63,000,foranROIof24,000%.

“Nottooshabby!”Jeffexclaims.

An end-of-the-year campaign urging patients to use their dental insurance benefits before theyexpiredallowedJeff’spracticetocollectalmost$20,000,withanROIof40,000%.

DanKennedywassoimpressedwiththiscampaignthathedubbedJeffthe“DocwithHustle”andfeaturedhiminhisNoBSnewsletter.

Jeffalsoused:

• SocialMedia• ReferralMarketing• Newsletters(three:oneforpatients,onefordentalstaff,andonefordoctors)• DirectMail• OfflineandOnlineMarketing• AppreciationEvents• GiftsandDinnersforReferringDoctors(+specialeventsfordentalstaffonly)• ShockandAwewelcomepackagefornewpatients

And,ofcourse,abooktobuildtrust,authority,andexpertiseinhisnichepractice.



OneofthestrategiesJeffemployeddeservesspecialscrutiny.Ontheadviceofhiscoach,heappliedforajobatWaltDisneyWorldinOrlando!

Jeffwasputtingtogetheraprogramfordentalstaffmembersinhisarea,andhiscoachtoldhimhecouldgainvaluableinsightsintocreatingapositivepracticeculturebygettinganinsider’slookintoDisney.

“Iappliedonlineandwentthroughaseriesofinterviews,”Jeffrecalls.“Iwasofferedaface-to-faceinterview,soIflewtoOrlando,interviewedundercover,andthenputtogetheraprogramfordentalofficesthatreferredpatientstomypractice.

Mygoalwastotakeofficesthatreferredoneortwopatientsayearuptooneortwoamonth;andofficesthatalreadyreferredoneortwoamonthuptothreeorfouramonth.Forofficesthathadneverreferred,mygoalwastogetmaybeoneortwonewpatientreferralsayear.”

Jeff’s referralmarketingeventallowedhim tobreakhisnewpatientmonthlygoal…butyou’reprobablywonderingwhathappenedwiththatDisneyinterview.

“IwasofferedajobworkingattheAnimalKingdomloadingpeopleontotheExpeditionEverestride,making$8anhour,”Jeffsayswithsomepride.“Butmywifewouldn’tletmetakethejobbecauseshebuystoomanybootsandshoesandallthatotherstuff.”

Disneymagicaside, Jeff isstickingwithperiodonticsandhiscoachingbusiness fordentistswhowanttolearnthemagicofGKICmarketing.

“BeforeGKIC,Ihada$500,000practice.Iwasseeingmonkey-see-monkey-domarketing,lookingathowthedentalspecialistsweredoingit,”hesays.

“Now,afterdoingthisfor24months,lastyearwecollectedjustover$1million.Thisyear,we’realreadyon track todoing25%to30%more than that.Thepossibilitiesofwhere I can takemypracticebecauseofGKICareboundless.ThebestpartofthisisIwork24to26hoursaweek,andIcanspendtimewithmybeautifulfamily.”

WhenJeffwenttohisfirstSuperConference,heonlyknewonepersonthere.Todayheissurroundedbyacommunityoflikemindedmarketerswhohelphimtoachievehisgoals.

“IhaveagreatrelationshipwithWalterBergeronandDr.RickSchaefer,”hesays.“IworkwithShaunBuck,TheNewsletterPro,whodesigns,prints,andmailsallofournewsletters. ImetKeithandTravisLeeof3DMailResultsandJerryJones.IworkwithRonSheets,whonotonlyisDan’sgo-toAV guy but knows just about everything there is to acquiring and using testimonials in yourbusiness.IattendedanROIeventputonRichardSeppala,andIgottomeetDr.CharlieMartin.

IfIcandothis…aredneckfromLouisiana…anybodycandothis.”



SUCCESSKEY#14:GENERATINGTHEBIGGESTIMPACTFROMEVERYADVERTISINGDOLLAR

YouprobablynoticedthatJeffAnzaloneknowstheROIofeachmarketingstrategyheuses.It’soneofthereasonshehasbeensosuccessful.

Oneofthebigdangersinattractingnewbusinessisspendingsomuchinthepursuitthatyouwinthegameandstilllosemoney.

What we call lazy and passive advertising, marketing, and sales—like renting billboards andrunningads—isexpensive.

It is importanttobalancethenecessarybutexpensiveadvertisingyoudowithmuchlowercost,activemarketingandsalesusingthestrategiesyouwilllearnasaGKICmember.

Maybedentists are particularly attentive to details, but here’s another dental practitionerGKICmemberwhopayscloseattentiontohisROI:

Dr.DustinBurlesoncomesfromafamilyofdentists,12tobeexact.Hespecializesinorthodontiaforallages.

“Weputthedaysindysfunction,soifyouwanttositaroundadysfunctionalfamily,sitaroundatableof12dentistsatThanksgiving!It’sawonderfulconversation,”helaughs.

Likethetypicalspecialistinthedentalprofession,Dustinspentoveradecadegoingtoschooltolearnhowtodoorthodontia—andnothingaboutmarketingorrunningabusiness.Hestartedhispractice$1millionindebt,buthewasdeterminedtomakeitinhischosenprofessionbecauseitcanchangepeople’slives.

“Thefirstthingyouseewhenyoumeetsomeoneistheireyesandtheirteeth,”Dustinsays.“Ilearnedveryquicklyafter10½yearsofstudythatIcanchangesomeone’slifebychangingandtransformingtheirsmile.”

Soonthedoctorwasworkingsixdaysaweek,andyes,hewaschanginglives,justnothisown—atleastnotforthebetter.

“Iwasworkingwaytoohard,”Dustinadmits.“In2009,mywifesatmedownandsaid,‘We’reeithergoing to sell this thing or we’re going to file bankruptcy because this lifestyle you’ve built isridiculous,andit’snotworking.’”

DustinbegansearchingforsolutionsandcameacrossabookbyDanKennedyinhislocalbookstore.

This ledhimtohis firstSuperConference,andheembarkedona12-month journeytobuild thebusinesslifestyleheandhiswifecraved.Hetookmassiveactionandgotmassiveresults.



“WhenyoutakemassiveactiononwhatyoulearnattheSuperConference,youcantotallytransformyourbusiness,”hedeclares.“Youcantotallytransformyourlife.”

ThefirstthingDustinlearnedheneededwasauniquesellingproposition.Buthecouldn’tcreateaUSPuntilheknewwhathispatientswanted.Dustinsaysheborrowed,rented,andstoleeverylisthecouldfindandsurveyed15,000parentsinhiscity.Heaskedquestionslike“Inlookingforanorthodontist,whatwasyourbiggestfear?”and“Whatwasyourbiggestfrustration?”

Usingwhathelearnedfromthissurvey,Dustindevelopedanavatartorepresenthisbestpatient.

“She’samomwho’sgottogettosoccerpractice,andgetfoodonthetable,andgetbacktowork,andgetthekidsbackinschool,”hesays.

Thinkingaboutthismom,DustincreatedhisUSP:“YoucangetbracesorInvisalignwithoutmissingworkorschool,guaranteed.”

JustdoaquickGooglesearch,andyou’llfindtherearealotofdentistsandorthodontistsinyourtownand inevery town.Dustin foundaway tomakehisUSPuniqueandattractive inahighlycommoditizedniche.Hispatientsdon’tjustbuybracesinhisoffice;theybuyamembershiplevel,andthereturnoninvestmentishuge.

“We’resellingthisasanupsell,asapremium,”hesays.“Wesellthisfor$2,000morethanmostofourcompetitorssellbraces,andtheresultsarewewentfromzeropatientsto7,500activepatientsinourpractice.”

Infact,Dustin’spracticehasgrownfromonedoctortofivedoctors,andonestaffmemberto35staffmembers.

“IgotoutofthebusinessofdoingwhatIdo,andnowImarketwhatIdo,”hesayswithsatisfaction.

Thefoundationofthismarketingisansweringpatients’mostpopularquestions.

Dustintooktheanswerstothesequestionsandcreatedthecontentforhismarketingpieces,whichinclude:

• Three-stepcampaigns• Directmail• 3Dor“lumpy”mail• Websitesforeachsub-nichewithinhispractice(examplesareseniors,children,teenagers,

bridesandgrooms,Invisalign,bracesontheinsideoftheteeth,etc.)• Webinars• Seminars• Events• Shockandawepackages



…andthenumberoneauthority-builder:Dustin’sbooks.

All of this allows Dustin’s practice to sellmembership levels that go anywhere from $7,000 to$22,000foranentirefamily.Nowthisdentistwhostartedout$1millionindebthasapracticethatpullsin$2.5millionayear.

“Whenapatientsitsdownwithus,we’renottalkingaboutifthey’regoingtopickstandardbracesorInvisalign,we’retalkingaboutwhatlevelofmembershiptheywant,”Dustinexplains.

“Thisconcepthasmadeusmillionsofdollars.Ithastotallychangedhowwepresenttreatment,anditpissesoffeveryotherorthodontistinKansasCity!AndI’mOKwiththat.We’resellingadifferenttypeofservice,andwe’resellingitatapremium.”

DustinsayshereplicateseverythingheseesatGKIC.

“We’reofferingVIPpackages,”hesays.“GKICelevatesyoutotheDiamondlevel,andwewanttoelevatepatientstotheVIPlevelinourbusiness.We’rereplicatingthingsweseeatGKIC,andit’sworkinglikecrazy.”

DustinknowswhatisworkinginhispracticebecausehecarefullytracksresultsandknowstheROIforeachmarketingcampaignheimplements.

For example, his landing page that offers his free book captures 60-70% of people in his localmarket.Oftheprospectswhocomeinforanewpatientexam,hecloses90%.

Theindustryaverageisonly55%,andthisindustryisshrinking.Orthodonticsingeneralisdown40-45%,butsmartmarketerslikeDustincanbucktrendsandthriveinalleconomicenvironments.

Whileheusedtohave15%ofnewpatientscomingfromreferrals,nowit’sover60%.

Heusesaninexpensivemethodtokeephiseyeonresults.It’sasimplecorkboardthatcoversawallinhisoffice.

“Youhaveallthemarketingpiecesyou’redoinguponthewall,andyoucanmovethemfromdo,doing,done,”Dustinsays,“Thissimpleideacostsyoulessthan$500andcantotallychangeyourbusiness.Trackyourresults!”

Twelvemonths,$2.5million.How’sthatforresults?

“BeforewestartedwithGKICwedidn’tevenknowwhatmarketingwas,”Dustinsays.“Thisstuffcanchangeyourlife;it’llmakeallthedifference.”

ForDustin,partofthisdifferenceisbeingabletopayitforward:“We’vedonatedmorefreecaretokidsthatneedbracesbutcan’tafforditthananyotherdoctorinthecountry.We’vedonatedmoreincashdonationsinmycommunitythananyotherdoctor,”hesays.“That’snotformyappreciation;



I’mnotbragging.I’mjustsayingthatthisiswhatyoucandowhenyouhavepriceelasticity.Youcantakeyourbusinessandbuilditouttoitsfullpotential.”

Dustinhasgonefrombeinga“doer”oforthodontiatobeingamarketeroforthodontia,andhesaysthisnewmindsethasmadeallthedifference.

“One of themost significant changes in our businesswasme going from this shy orthodontist,technicallyoriented,alwaysaboutthedoing,alwaysaboutthemillimeters,”hesays,“andgettinginto lookingat abigger vision tohelpour employees, tohelpour referringdoctors, tohelpmyassociatedoctors,tobuildabiggervisionforthem.”

DustinBurleson’smarketingandsalescorkboardhelpshimtokeephiscostsincheck.

While many of the most successful small businesses in the world successfully advertise innewspapersandmagazines,onradio,andonbroadcastandcableTV,thesehavecostfactorsthattripupmostsmallbusinessesbecausetheydon’ttracktheirresults.

Theyaccepttheiradsalesrep’sadvicethatyou’vegottogetyournameoutthere.

Mostbusinessescanbenefittremendouslyfromthemorecontrolled,targetedprocessoftrackedandmonitoredadvertisingthatweteachatGKIC.

Dustinwill tell you thathe surehas!Whynot letus teachyouhow to track the resultsof yourmarketingandsales,evaluateyourreturnoninvestment,andONLYchoosemarketingandsalesthatistrackableandaccountable?

Alotofstrugglingbusinessownerswilltellyouthattheydon’tknowwheretheircustomersarecoming from or which of their marketing and sales activities are the ones generating theircustomers.

Thesmartestsmallbusinessownersintheworldknowexactlywhichcustomersarecomingfromwhichmarketingandsalessources.

Smart business owners create tracking systems so they’re able to carefully document whichmarketing and sales generated their customers so they can hold each strategy accountable forgeneratingresults.

Smartbusinessownersonlyusemarketingandsalesthatgeneratesresultsfortheirbusiness.

Ifamarketingandsalesapproachoranadoraneffortcannotbetracked,thenasmartbusinessownerwon’tuseit.

Thisincludestheso-calledbrandadvertisingthatalotofbigbusinessesdo.HugecompanieslikePepsi,FedEx,andGEICOcanaffordtodobrandadvertisingaspartoftheiroverallmarketingandsalesstrategy.



Butthistypeofadvertisingcannotbetracked,andthusitisnotsomethingthatGKICmembersandthesmartestbusinessownersfocuson.

Instead,wewill show you step-by-step how to createmarketing and sales systems so you canmonitortheresults,trackyourprogress,anddocumentwhereyourcustomers,clients,orpatientsarecomingfrom.

Youneedtoholdyourmarketingandsalesaccountableforgeneratingyourreturnoninvestmentforyourbusinessorpractice.

What you learnhere atGKIC takes the guessworkout of yourmarketing and sales, takesmereopinionouttheequation,andgivesyouthecold,hardfactsyouneedtomakethesmartestdecisionsforyourbusiness.

SUCCESSKEY#15:PERSONALDEVELOPMENT/LEARNTOBEAGREATCOPYWRITER

Nowwe’reabouttotellyousomethingthatyoulikelydonotknowandprobablywon’tbelievewhenwesayit.Butit’strue.

YOUareyourbestcopywriter.

Don’tbelieveit?Youshould!Andhere’swhy.

TheWORSTpersontocreateanadvertisementforyouistheadreporanyoneelsewhoworksatthenewspaper,magazine,radioorTVstation,oranyotherplaceyouplantoadvertise.TheirgoalsareNOTyourgoals.

Copywritingisavaluableskill.Noticewesaidskill.Thismeansitissomethingyoucanlearntodothroughpractice.

Weurgebusinesspeopleandentrepreneurstodeveloptheabilitytowritegoodadvertisingcopy.

Therearetwomainreasonsforthis.

• First, it’s very costly to have your advertising materials written by a good professionalcopywriterorconsultant.Forexample,weknowconsultantswhochargebetween$10,000and$75,000anduptowritethecopyforamulti-piecedirectmailpackage.

• Second,nomatterhowmuchyoupaytogettheverybestoutsidehelp,noonecaneverhavethesamefeelforyourbusinessandyourclientelethatyoudo.YOUhavethesecretsaucewhenitcomestowritingadvertisingcopyforyourbusinessorpractice.Nooneelsedoes!

Andwhatyoumightthinkyoucan’tbringtothetablerightnow—well-honedskill—wewillteachyou.



Youwilllearnhowtocraftyourmessage,formatyourmessage,andusegraphicelementstoattractcustomerstoyoulikeamagnet.We’llshowyouhowtowriteattention-grabbingheadlines.Howtousephotostoyouradvantage.Andwe’llgiveyouthe14bigsecretstowritingadvertisingcopythatworks.

Whenyou’redonewithTheGKICMagneticMarketingLifestyleLiberationKit,you’llbeabeliever.YouAREthebestcopywriterforyourbusiness!

Andthere’sanotherroleforwhichyouaretheBESTforyourbusiness.Youandonlyyoucancoachyoursalespeople(oranyotheremployees)totheirtopperformance.

Ifyouhaveemployees,youhavepeopleproblems.That’sjustafact.Peoplearepeople,andatanygiven timeyour employees canbe going through something thatwill negatively affect their jobperformanceandproductivity.

Thingslikethese:

• Fearsandinsecurities• Laziness• Depression• Personalandfamilyproblems• Financialproblems• Healthproblems• Automobileproblems

We’resureyoucouldaddtothislist.Allthesethingsbecomefactorsthatcanaffectyourbusinesswhenyoumarketthroughsalespeople.

The GKIC Magnetic Marketing Lifestyle Liberation Kit will not only help you become a bettermarketer,itwillhelpyoumotivateyourstafftofollowinyourfootsteps.

PUTTINGYOUINCONTROL

GKIC’sphilosophicalbeliefs,practicalstrategies,andthetoolboxweprovidewillputyouintotal,complete,iron-fisted,successfulCONTROLoftheoutcomesinyourlife…yourbusinessorpractice:

• YourquantityANDqualityofcustomers,clients,orpatients• Thebehaviorofyourcustomers,youremployees,yourassociates,andyourvendors• Yourincome;yourwealth;andthewayyoumakeyourmoney,spendyourtime,andenjoy

yourlifestyle

WeofferyouCONTROL,nothope,notwishing,notrandomchance,notanxietyandinsecurity,notcompromiseandexcuse-making,notshrinkingambition.



OneofMurphy’slawssaysthat“Everythingtakeslongerandcostsmorethanoriginallyprojected,”andwe’reafraidthat’strue.

Butwebelieveit’stheroleoftheleaderofthebusinesstopush,push,andpushsomemoretokeeptheelapsedtimebetweenimpulseandimplementationtotheshortestpossiblenumberofminutes.

Wereallybelieveinthetimemanagementconceptthatsaysworkexpandstofillthetimeavailable,andthatprinciplewillkillyouifyouaren’tcareful.

It’sthepositivepressureoftightdeadlinesandhighexpectationsthatkickabusinessintohighgearandkeepitthere.

Oneofthemostimportantlessonswehavelearnedfromrestoringtroubledbusinessestohealthisthattrendsrarelyreversethemselves.

Trendsdon’t changeby themselves;people change trends.Waiting,procrastinating,ordelayingactiononaproblemoranegativesituationisnotalmostalwaysanerror.ItisALWAYSanerror.

Problemsdonotimprovewithage,nordotheygoawayontheirown.

AtGKIC,wepursueexcellence,andwehaveabiasforaction.Actionappliestonegativeaswellaspositivesituations,toreactiveaswellasproactivebehavior.

Whenyougetthefirstglimmerofsomethingnotbeingrightinyourbusinessorpractice,that’sthetimetolookcloserandtotakecorrectiveaction.Somebusinesspeoplespotthetipofaproblemandchoosetoignoreit,thinkingtheyhaveenoughtohandlealready,sowhygolookingfortrouble.

WeunderstandthatthesymbolintheChineselanguagefortroubleandcrisisisthesamesymboltheyuseforopportunity.Thisshowsincrediblewisdomontheirpart.

Mostofthesignificantimprovementsinourbusinessesarebyproductsofproblemsthatreartheiruglyheads,oftenattheworstpossibletimes.

In “Think andGrowRich,”NapoleonHillwrote “in every adversity lies the seed of an equal orgreateropportunity.”That’s an idea that canhelp everybusinessbemore successful andeverybusinesspersonbemoreproductive.

It’safunnythinghowcloselyrelatedfailureandsuccessare,andhowfailureisusuallytheincubatorofasubsequentsuccess.

Mostbusinessproblemshavemarketingandsalesrelatedsolutions.Tobeverysimplistic, salessolvesmostproblems.



Lesssimplisticbutvalidinourexperienceisthatthesuccessofabusinessiscloselyrelatedtohowmuchtime,energy,andmoneyitsleaderscandirecttomarketingandsalesversushowmuchisconsumedbyinternalproblems.

Younotonlyneedabiasforaction,butyouneedabiasforsalesinyourbusiness.Abiasforsellingisadeterminationthattheotheraspectsandresponsibilitiesofrunningyourbusinessorpracticewillnotbeallowedtogetinthewayofthemarketingandsalesprocess.

Developingandimplementingsuccessfulandeffectivemarketingandsalesstrategiesiscertainlyoneofthemostenjoyableandexcitingfunctionsofbusiness.

By itself itwon’tguarantee the successofabusiness,but it certainly isahugestep in the rightdirection.

Wehopethatwe’vesucceededinhelpingyouseethatyouareonthevergeoflearningexactlywhatyouneedtodotoachievethenextbigbreakthroughinyourbusinessorpractice.

WehopeyouareexcitedtodiveintoTheGKICMagneticMarketingLifestyleLiberationKit.Butit’sreallyuptoyou.

Basedonwhatwehaveseenthousandsofshopowners,doctors,lawyers,plumbers,andjustaboutanytypeofbusinessownerdoafterhearingaboutMagneticMarketingandwhatitcandotocreateasuccessfulbusinessorpractice,wethinkyouhavethreechoices:

• First,youcanstickyouheadinourdoor,lookaround,inhaleonceortwice,recoilinhorror,and then run like thewind back toward amore comfortable place, toward a place thatappearstobesofter,gentler,kinder,lessdemanding,andlesschallenging—probablyvisitingonesuchmirageafteranotherforyearstocome,justasyouhaveintheyearspast.

It’syourchoice,andit’sOKwithus.Thisiswhywegiveyou90days,plusninetrainingsasameansofgettingyouquicklyacquaintedwiththeGKICwayofdoingthings.

• Second,youcanhangaroundabit,butremaincasualaboutit.Youcanwanderaround,cometoaFASTImplementationBootCamp,samplejustalittlebitofthis,a littlebitofthat,allwhilelettingyoureyeswanderelsewhereaswell,stillhopingtospotasofterspot.

Ifyoudothis,youmaypickupafewthingswithouttrying,maybeenoughtosurpriseyouwithresultsthatmoveyoufromcasualandcurioustocommittedanddeterminedoversomespanoftime.

That’sfinewithus,too.Wethinkyouwillfindthatweareamusingandentertaining,whileprovidingyouwithcutting-edgetoolsandresources.



Our founder, DanKennedy, is fascinatedwith the absurdities and the ironies in life andenjoyssharingthemintheNoBSMarketingLetter…thingsliketheyoungladysointentontextingwhilewalkingthatshe felldownanopenmanhole inacitystreet—somethinghelikestocallaDarwiniancontributiontosociety;ortheownerofseveralrestaurantssufferingduring the recent recessionwho advertised the “Be a restaurant owner for a weekend”experience,offeringthosecuriousorinterestedinhavingtheirownrestaurantsthechancetoworkateveryjobinhisrestaurantswithoutpay—andpayinghim$1,000fortheprivilege!

Thisguymadeover$30,000innetprofitsinjustshyofsixmonthsusingthisHuckFinnishgambit,somethingDanconsidersinstructional.

Lotsofmemberssaytheycan’twaittohearaboutDan’snextadventure,hearhisnextrant,readabouthisnextodd-balldiscovery.YouwillhavefunhereatGKIC—unlessyouaredullandincapableofhavingfun.

• Orthird,youcantakeallthisveryseriously…Wepromiseyou’llstillhavefun,butbasicallyyou’rereadytogotowork.

Gotoworkatgettingup-to-speedasquicklyaspossible,atunderstandingandusingeveryresource,atfindingandimplementing;findingandimplementing;findingandimplementing.

Atfirst,you’lldothisworkandseesimpleresults.Soonyou’llseebigger,moreextensive,and hugely expansive business and life transformations. We won’t lie; you will need todedicatesometimetoit,youhavetogivethoughttoit,youhavetofocusonit,youhavetoworkatit.

Butitcanquicklyleadtobetterandmoresatisfyingworkthanyou’redoingnow.Andmuchbetterpayingwork.

Shouldyoumakethewisechoice,theonethatsmartbusinessownerschoose,andarereadytomovequickly—you should immediately register and attend the next FAST start implementation bootcamp.Youcanfindallthedatesandlocationsatwww.GKIC.com/bootcamp.

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