Many of the leading Internet marketing practitioners and
wizards, including those at the Internet Marketing Center,
frequently look to me for business and marketing advice.
Why? Many reasons, actually...
But one is very relevant to you and your fortunes –-
especially if you happen to be young, under 40, certainly
if under 35, and/or if you primarily or exclusively use
the Internet as your media of choice.
It is the same reason that, for about a decade, the folks
at Guthy-Renker Corporation (the company that runs the hugely
successful Tony Robbins and Proactiv skin-care infomercials)
paid me to review their scripts, attend brainstorming
meetings, and serve on project teams.
During that time they went from a few million per year in
sales to over a billion. No, I'm not taking credit at all.
But they've called to get my opinion on everything from fitness
gadget shows to their skin-care businesses to Dean Martin DVDs
that they sell on their infomercials.
Why?
Greg Renker said: "We rely on Dan Kennedy to keep us from
straying too far away from direct marketing fundamentals."
I realize the word 'fundamentals' is not very sexy. But it
is a very important thing to understand.
The fact is, the fundamentals of direct marketing -- the
things that serve as a solid foundation for growing and
enduring success regardless of the media involved -- have
not changed since before I was born... and won't change after
you're dust.
It's tempting to think that they do -- that the combination
of a new media like the Internet, the times, and your target
market can change the fundamentals.
I understand the temptation.
I can only caution against it, and invite you -- urge you
-- to be a serious student of direct marketing history and
both evolution and revolution in direct marketing, as I am.
If you take that entrepreneurial responsibility seriously, you
will study the businesses, ads, media choices, economics, and
life stories of people like Lyman Wood, George Haylings, Joe
Cossman, Gerardo Joffee, Robert Collier, and Joe Sugarman...
and you will see how the same fundamentals are always required
for success.
Going back in time and studying these successful marketers is
the foundation for what I call... a Time Machine.
In other words, learning the proven and successful fundamentals
of what has worked in the past will give you the tools needed
to predict what will work today... and tomorrow!
Because of our relationship, Derek has invited me to run
through "four" of these fundamentals with you.
FIRST... A REALLY BIG IDEA.
Here are a few examples of a big idea:
* A pill that burns off body fat even while you sleep.
* The secrets of restoring teenage metabolism without
exercise.
* The stock market strategy that guarantees you will make
money every day, whether your stocks go up or down in
value.
* How to buy a million dollars' worth of real estate with
less than $1,000.00 cash and lousy credit.
* How to teach your pet parrot to speak in just one
weekend.
* The golf ball that goes straight as an arrow no matter
how bad your swing.
In fact, these are examples of big ideas that have made
millions, and in a couple of cases, billions of dollars.
A big idea instantly captures the imagination, arouses
curiosity, conveys the intrigue of secrets, and holds forth
a big, bold, even unbelievable promise.
A big idea is short, sweet, and succinct.
One client of mine grew rich with "How to turn $399.00
into $3,999.00 in one weekend."
A big idea compels people to want to know more.
SECOND... THE DEVELOPMENT OF A GREAT STORY ABOUT YOU
OR YOUR PRODUCT(S).
Because direct marketing must sell...
- WITHOUT the consumer entering a bricks-and-mortar location
- WITHOUT the consumer having the opportunity to touch,
feel, taste, or smell the product
- WITHOUT the consumer having the security of a physical
place to come and seek satisfaction if disappointed
.. And because there is no interaction between a salesperson
and the consumer -- the sales job is much, much harder.
It is unwise to underestimate the difficulty of this task.
One means of countering the difficulty is with a sensational
story. To be a successful direct marketer, you must be a
great storyteller. A great story has curiosity, drama, strife,
resolution, interesting people and places, possibly humor.
An herbal concoction that gets rid of cellulite is of some
interest to any woman over a certain age.
But a herbal concoction that gets rid of cellulite using a
secret, ancient Chinese formula stolen from the concubines
of Mao Tse Tung... that's made with a kind of kelp and
volcanic ash only found in a certain part of the ocean...
that has heretofore been provided only in tiny quantities
to the wealthiest women in the world and, by movie studios,
to its actresses, but has finally had its code broken and
is now available in a safe, affordable gel capsule...
.. Well, that's a lot more interesting!
A diet that actually works is interesting.
But a diet developed by a Harvard-trained doctor, who was
plunged into despair after being divorced by her husband
of 20 years after she put on 40 pounds and couldn't
take it off...
.. Well, that's more interesting.
A means of meditation is of some interest to some.
But a means of meditation that comes from Himalayan monks
who live to be 150 and never, ever have heart disease thanks
to their peaceful mental state... and that was secretly used
by Tiger Woods before every golf tournament...
.. That's more interesting.
A very good showcase of how great marketing can make ordinary
things seem extraordinary is the home shopping channel, QVC.
Many of the products sold there can be found at Home Depot or
Target or CVS -- yet on TV they become amazing and novel and
compelling.
In the infomercial world, very successful half-hour programs
are devoted to selling things like ladders, countertop
hamburger grills, and big rubber balls.
The art, science, skill, and devotion to detail required
to make the most mundane of products so fascinating that
people will sit and watch 30-minute presentations about
them is something to aspire to, be in awe of, and strive
to master.
Everyone I've ever known who has really dedicated themselves
to this is rich.
You see, it's just not enough to cut and paste some swiped
copy together and slap it up on a web site. You need an
interesting story.
Oh, and trying to prop up a weak story with streaming video
and talking testimonials and other 'techno-gimmicks'... well,
that's like taking a movie with a crappy plot and adding
great special effects.
THIRD... A STRONG OFFER.
A lot of advertising wimps out when it comes time to ask
for the order.
There are about a dozen key ingredients to great offers -- and
these fundamentals have remained unchanged since the 1920s.
You need to learn them, grow familiar with them, and use as
many as you can each time you construct and present an offer.
For example, you can see a great example of a strong offer
that, at Derek's urging, I have put together for you at:
http://www.dankennedyfreetrial.com
FOURTH... GOOD STRUCTURE.
This is important, because a lot of people selling things on
web sites ignore this fundamental, stubbornly insisting that
the Internet as media -- and the people who use it -- are so
'different' that it does not apply.
They are wrong!
I have sold successfully using every imaginable media.
Person to person... speaking to groups of 10, 100 and 10,000...
on TV... on radio... with print ads... with sales letters...
and yes, with web sites and with e-mail.
With all of them, structure matters.
By this I mean there must be a single charted path that the
prospective buyer is led along from first step to last; he
cannot be left to wander around as he pleases.
Also, the sales copy itself must be "hung" on a successful
structure.
One of my favorites is Problem, Agitate Problem, Present
Solution. Another is Attention, Interest, Desire, Action.
Yet another I got from legendary copywriter Gary Halbert
is Star, Story, Solution.
In short, regardless of media, you must build and deliver
a sales presentation that controls your prospects as it is
delivered.
These are just a few of many direct marketing fundamentals,
too many unknown to (or ignored by) Internet marketers.
If you'd like a terrific advantage, you'll take advantage of
'The MOST INCREDIBLE GIFT' offer that I am providing, on
Derek's urging, to "Marketing Tips" subscribers.
Derek literally twisted my arm to make these moneymaking
opportunities available to you. Why?
You can find all the details at:
http://www.dankennedyfreetrial.com
One final thought... too many marketers merely try to copy
what they see without understanding the "why" -- the
fundamental psychology behind it.
The other night I was watching a college football game, and
former Dallas Cowboy receiver Michael Irvin was there being
interviewed about what tips he was giving the young receivers.
He gave this example: Every receiver wants to catch the ball
with his hands, but if you can't see the defensive back, it
means he's about to hit you, so you want to get the ball up
against your body.
Now you might observe receivers doing that; you might never
notice it. But it is a fundamental principle of playing that
position. If you understand it, you have an advantage.
I'm convinced I have an advantage as a direct marketer, and
as a copywriter, because of my Time Machine. I've gone back
and studied the fundamentals from previously successful
entrepreneurs to gain a deep understanding of them.
Finally, I'll share one other thing.
The late Corey Rudl, my friend, client, and a member of my
coaching group, talked about this in a lengthy set of
recordings he and I made prior to his untimely departing.
Corey observed that the Internet is a media, not a
business, and it's important not to be confused about this.
To succeed and keep getting richer, you need good business
fundamentals, as well as a sound business plan that develops
and sustains value, not just income.
If all you want to do is fool around, make some quick cash,
and be a flash in the pan, you can get by during a brief
moment in time just knowing how to get e-mail delivered
or drive traffic to a web site.
But don't give yourself too much credit for learning a couple
of isolated parlor tricks. They do not a business make.
