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Module #1

With Dan Kennedy

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© 2017 Glazer-Kennedy Insider’s Circle, LLC. All Rights Reserved.

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CONTENTS

Module #1 .......................................................................................................................................................4

Key Discovery ..............................................................................................................................................4

Big Mistakes ................................................................................................................................................6

Traditional Ads ............................................................................................................................................7

High-risk Advertising ...................................................................................................................................9

Direct Response ........................................................................................................................................10

Getting Customers ....................................................................................................................................11

Your Own System ......................................................................................................................................13

Inside Magnetic Marketing .......................................................................................................................14

Welcomed Guest Marketer ......................................................................................................................17

Common Objections .................................................................................................................................19

Self-Destructive Myths .............................................................................................................................20

Superior Results ........................................................................................................................................22

Building Blocks ..........................................................................................................................................22

Rules of Magnetic Marketing ....................................................................................................................23

Marketing Message ..................................................................................................................................25

Creating Your USP .....................................................................................................................................28

Developing Widgets ..................................................................................................................................34

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MODULE #1

Dan Kennedy: Welcome to the Magnetic Marketing system. If you want more
and better customers, clients or patients, more systematically and surely
obtained, you've come to the right place.

It should be reassuring to know that I'm recording this in the 25th anniversary
year of the Magnetic Marketing system for its latest updated edition.

Over those years, it has been the number one bestselling program on direct
marketing for all businesses worldwide. It is the foundation of a movement that
has invaded hundreds of business, profession, industry, product and service
categories, literally changing the way their customers are obtained.

It has ended being advertising victims and income uncertainty for tens of
thousands of small business owners and it has liberated countless sales
professionals from the drudgery of cold prospecting.

It is as proven as the law of gravity. I tell you this because it may require some
patience from you for you to really get it and use it. Because it is contrary to
much of what you've probably been told, taught and come to believe about
advertising and marketing or prospecting, you might too hastily reject it.

Many of the most enthusiastic and grateful users of this system had the exact
same initial skepticism. This system is radical in its most basic foundational
concept, pull instead of push or chase. Magnetic attraction in place of
unwelcomed stalking and hunting.

KEY DISCOVERY
I'll kick this off by talking about the discovery that could well be the most
important realization you ever arrive at as a business person.

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It is disappointing and frustrating at first but empowering if embraced and
acted on.

• I discovered that you can have the most wonderful product or greatest
service ever invented and still starve.
• I discovered that you can be a spectacular sales person and still starve.
• You can have a positive attitude that Norman Vincent Peale would envy
and be as motivated as a participant at a Tony Robbins seminar and still
starve.
• You can be a master closer with 365 sales closes and still starve.
• I discovered that you can provide great value, great service, great
expertise and still starve.
• Your business can literally be a paragon of virtues and still let you starve.

Unless and until you have an affordable, efficient, dependable means of

attracting a sufficient flow of qualified buyers, you cannot get rich and you may
very well starve and you certainly won't have peace of mind.

Personally, early, I went through a painful phase of thinking that I should be

successful by my great attitude and by my valuable products and services.

My life changed when it dawned on me that great

was no better than lousy if I had no able, willing, Until you have an
ready buyers to present great too. This is the key
affordable, efficient,
realization.
dependable means
Most business owners sort of know this but they still of attracting a
focus on everything but this.
sufficient flow of
Their education has been about the other things. qualified buyers, you

Their condition, thoughts and efforts go to their cannot get rich.

deliverables and excellence with them – the
restaurant's food and ambiance, the dental office’s technology and patient care.

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Marketing is often viewed as a mysterious but necessary evil not as the
business.

You are here because you are willing to reconsider that entire paradigm and
that's a very good thing.

It makes you a rare bird soon to take flight way above all others.

The need for more leads and more customers for lifeblood exists in businesses
of all shapes and sizes but few business owners ever develop formal, organized
marketing systems to meet this need.

Instead, they constantly seek out the one magic bullet that will solve this
problem… SEO, pay-per-click, social media, TV, billboards, radio, print ads. They
hope that someone will provide the answer.

BIG MISTAKES
The mistake made is they immediately focus on the media without having a plan
or a system in mind first.

They are often sold media and pour money into redoing all their websites or
making new video for them, into buying online traffic, into some ‘one thing’ to
change everything.

I call these random and erratic acts of and disconnected investments in

attempted marketing. This is chaos.

The more productive answer is to develop a system that attracts new customers
to you in an organized way.

A system that gives you reliability and predictable results so you finally know
when you invest X dollars, you can expect Y number of leads, then Z number of
appointments or selling opportunities and a system that enables you to better
target the most appropriate and valuable customers for your business. Most
importantly, a system you control.

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There is a tendency to want to delegate all the marketing and focus on the
operation of the business and the doing of its services. This is 100% wrong.

At the very least, you need to really understand what marketing needs done,
why, and in what way, so you can properly manage outside providers.

TRADITIONAL ADS
Just as an example of how much trouble you can get in and have probably
suffered multiple times… by turning to outsiders for the marketing that needs to
bring you new customers… let me summarize the problems with relying on ad
agencies and the kind of advice they give and the advertising they produce.

Here are the agency's priorities:

1. Media commission
2. Mark ups
3. Their other profit centers
4. Creative concerns
5. Peer approval
6. Portfolio building
7. Awards
8. Satisfy the biases of their superiors
9. Satisfy the client's preconceived ideas
10. Client's results

Frankly, most traditional advertising is deliberately engineered to defy tough-

minded dollars and cents accountability.

Here are your priorities:

1. Results
2. Results
3. Results

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Anything and everything that has to do with traditional advertising via an ad
agency is a high-risk investment compared to what you can achieve through
direct response advertising and direct marketing.

What you are getting here in the Magnetic Marketing system is actually built for
accountability. So, do not spend money on any advertising or marketing ideas,
strategies, media or services that cannot provide viciously accurate, fast
measurement of return on investment. Period. No exceptions, no excuses.

I used to be, briefly, in the traditional advertising

world and even the ad agency business. Traditional
advertising via an ad
The truth people don't understand about ad
agencies is that they are glorified commissioned agency is a high-risk
media sales representatives that are really no investment
better and no worse than the Valpak compared to what
representative who comes around and sells you you can achieve
Valpak advertising, or the imprinted pen
through direct
representative who comes around and sells you
response marketing.
imprinted pens; same with those pushing you
into online media, website developers, search
engine and traffic managers, social media agencies.

Ad agencies are selling media and they are compensated based on how much
media they can get you to use.

Their advice is not objective advice. It is advice from a seller and it has to be
viewed that way. All agencies want you doing more and more and more thus
spending more and more with them. They are not into what I teach as financial
efficiency.

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HIGH-RISK ADVERTISING
The other thing to realize is that most ad agencies and most media
representatives have a great understanding of what's called image or
institutional advertising.

It's what I call Goodyear blimp advertising.

When Goodyear flies a blimp over a stadium, they don't have any illusion that at
half-time of the football game, 35,000 people are going to jump up out of their
seats and run out and buy snow tires. They don't expect that to happen and it's a
good thing they don't because obviously it doesn't.

What they're hoping for and what they're buying is that, over a long period of
time, by these sports fans seeing the Goodyear blimp over and over and over
again, they connect it with this happy pleasant event and they have warm, nice,
fuzzy feelings for Goodyear and that someday when they have to go buy a tire,
all of that comes together in their mind and causes them to buy a Goodyear tire.

I call that high-risk marketing. It just seems to me that there's a straighter line to
get from a person who needs tires to buying Goodyear tires than going through
all of that rigmarole of building a blimp and hiring a pilot and finding a football
game and flying a blimp over it.

Big companies can, I guess, afford that kind of marketing. Big companies can
afford the risks of it. Does it sell tires? If so, how many, when? How will we ever
know?

The small business entrepreneur cannot afford that kind of high-risk marketing.

In fact, the kind of marketing that the small business owner typically needs is
the kind where he invests a dollar in marketing today and gets it back by noon
tomorrow so he can have it in the bank before the end of the day to cover the
check he wrote for it in the first place.

That's not going to happen with a blimp or image or institutional advertising.

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DIRECT RESPONSE
The only thing it can happen with is direct response advertising or direct
marketing. This is derived from what used to be called mail order.

The discipline of the entire mail order industry… now the direct marketing
industry… is that, for every dollar invested there is a direct, typically fast and
always measurable return of that dollar plus presumably some profit.

Most media people and most ad agency people have little or no understanding
of that kind of advertising and marketing. Most even fear it because it is so
accountable.

One of the most famous ad men of all time, David Ogilvy, once confessed that,
"Only the mail order people, the direct-response
people really know what they are doing. I'm here to
“If you want your
tell you that if you want your marketing done by
somebody who really knows what he's doing, you must
marketing done by
own your marketing." somebody who
really knows what
The problem lies with the business owner trying to
abdicate responsibility for generating leads and he's doing, you must
marketing their business and, with it, offloading own your
control for the whole marketing process. marketing.”

It's a natural thing to look for a wizard – for someone

to hand the whole thing off to and say, "Just deliver me customers and I'll sit
here behind my counter," or "I'll treat my patients", or "I'll watch over the food
in my restaurant," or whatever, and be happy not having to deal with the
marketing part of the business, not realizing that is the business.

When you give that responsibility and that control away, you have very few
options of who to give it to.

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Frankly, most of the people who will take it, and take money along with it, are
really not qualified to make the marketing decisions about your business, not
nearly as qualified as you are to make those choices.

Offloading the responsibility for marketing is usually a big mistake and it tends
to compound.

The business owner jumps from one hopefully quick fix, one magic answer, one
wizard to another, continuing to write checks along the way and never getting
the response that he needs to get.

GETTING CUSTOMERS
Most business owners start to deal with marketing and say, "Hey, we have to get
some customers in here, what do we have to do to get customers."

They jump all the way to the media stage and they start to make choices of,
"Well, let's run an ad in the newspaper," or "Let's send out a flier," or "Hey, the
Valpak rep showed up last week and gave us a pretty good story. Let's put a
coupon in Valpak," or "Let's do an email campaign.
Let's sign up with Constant Contact or another
If there's not a good
service." "Let's get busy with Facebook." way to track the
results, you've got to
They deal with the media choices without strategies
about what it is they want to communicate and who be strong enough to
they want to communicate it to and then what the say, “No”.
best ways are to find and reach those people, so
they're really out ahead of their skis.

Instead, what the smart business owner has to do is gain enough knowledge so
that he is informed, educated and strategic when he does deal with service
providers and when he does pay for media.

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The lion's share of whatever his budget is has got to be invested in methods,
media, and marketing that is results measureable so he can track what he gets
for his dollar.

He has to learn to say no to other things no matter how siren the song and no
matter how ego-appealing it may be to be on radio or television. No matter how
many people are telling him, “You have to be on Instagram,” maybe, maybe not.

The questions of who you are trying to reach and attract and where they are,
how your message is best presented, what time and
money resources you have, must all be considered.
If you sell for a
If there's not a good way to track the results, you've living, the number
got to be strong enough to say, “No. I want marketing one thing on your
where I can measure what I'm getting for my
hate list should be
money.”
cold call prospecting
For the sales professional's listing or for business grunt work.
owners with sales people, your answer is not more
cold call prospecting.

That is as hit or miss and inefficient as is traditional image advertising and

indiscriminate use of media.

Further, prospects don't like feeling stalked, hunted, badgered or drug into
selling situations.

If you sell for a living, the number one thing on your hate list should be cold call
prospecting grunt work.

My late friend Zig Ziglar would call that “warm approaching” to put a positive
spin on it.

I appreciate the spin but I just don't see anything warm, friendly, fuzzy, happy,
pleasant about this process of trying to talk to people who at least emotionally,

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if not physically, are backing away from you as fast as you are moving towards
them.

I grew up in the Midwest where we have coal mining and to me cold prospecting
is like coal mining. It's dirty, filthy, ugly, smelly, sweaty work best left to people
who earn minimum wage with brawn not maximum wage with brain.

Regardless of what you have done before now, as a result of this system, you
should never cold prospect again.

I'm going to show you how to eliminate it from your existence and change the
way you attract your customers, clients, patients or donors.

YOUR OWN SYSTEM

The key is having a Magnetic Marketing system of your own. A system by
definition is reliable, predictable and consistent.

• This means that you are not running ads wondering what the results will
be and it operates affordably and efficiently.
• This means you aren't doing old-fashioned prospecting grunt work
getting erratic results and burning out from rejection.
• This means that you can go to bed every night knowing within a small
range of variance, how much business is coming in by noon tomorrow.

Affordably means several things. You don't necessarily have to spend a bundle
to make a bundle.

With my Magnetic Marketing system, you can often achieve a cost per lead or
cost per sale less than your past experience or your industry norms.

Testing can be done inexpensively. Ultimately, you can create better value for
your business, a better value or lifetime value customer.

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Efficiently means without lots of overhead, without lots of pointless
complications, without hassle.

Too many people wind up owned by their business rather than as owners of
their businesses.

One of the great virtues of having a business driven by Magnetic Marketing is its
independence from your continual hands-on involvement. Some marketing can
even be 90% on autopilot.

About quantity and quality, the right balance. We want a lot of response but we
want qualified response too.

We actually build screens into much of our Magnetic Marketing to automatically

sift the gems from the sand before we ever have to talk with the prospective
customers personally.

Having a Magnetic Marketing system puts you in control with the ability to
consistently, reliably, predictably attract qualified leads to your business and
you can get this to start working very quickly.

At GKIC, incidentally, the organized automated sales funnel is a big point of

emphasis, mastered and shared with every member
through resources, live training and mentoring.
Too many people
There is special software to run such marketing. wind up owned by
their business rather
You are probably already a new GKIC member but, if
not, don't delay in learning about it at than as owners of
www.gkic.com. their businesses.

INSIDE MAGNETIC MARKETING

Let's start getting inside Magnetic Marketing and look at how dramatically it
changes things for the better for you in attracting customers.

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I used to live in Phoenix and if you haven't been there, just take my word for it;
there is no hotter place than Phoenix in July and August.

One day I'm home alone, a weekday afternoon in July, everybody is out of the
house. I've got the house to myself and I'm at the kitchen counter. I've got a
pitcher of ice tea and I've got a client on the speaker phone.

I'm intensely involved in a conversation with that client when someone

uninvited, unexpected and unknown to me begins to ring the doorbell and bang
on the front doors of my home with earthquake intensity.

You work for a real living. You're not home during the day. But, if you stop and
think about it, the options of who can be at your home on a weekday uninvited,
banging on the door, are pretty slim. It's a pest.

In the recession years, we knew who the pests were because all the Jehovah
Witnesses and Avon ladies carpooled. Now it can be all sorts of people, but it's a
pest.

I did what you do with pests. I ignored it, confident that if sufficiently ignored it
would go away. It didn't.

I'm ignoring, continuing my conversation. He's ringing and banging, ringing and
banging, ringing and banging. But finally, I'm right; after ignoring for a sufficient
length of time he gives up and leaves ever so briefly.

He goes around the rear of my property, climbs over an eight-and-a-half-foot

high masonry wall with shards of glass embedded on the top to discourage this
method of entry, comes down past the cactuses, the shrubs, the pool and the spa
and he's now on the patio deck immediately behind me.

He can see my back to him through the panes of glass on the doors on which he
is now banging with incredible violence.

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This is by far the most annoying pest ever, but I'm the most stubborn guy ever. I
keep my back to him and raise my voice to carry on my conversation.

We have the contest of wills that seems to last an eternity. Finally, he wins. I
can't handle it anymore. I turn around to deal with
the most annoying pest ever.
He went from being
It turns out the reason he's there is my entire yard is
the most annoying
in flames.
pest to the most
We set a record that year, 15 straight 120-degree
welcomed guest
days and everything was a little dry. My guess is
ever.
some imbecile driving through the community
flipped a cigarette butt into orbit and it picked my
yard, but I'll never know.

Literally, everything but the water in the pool is on fire. This Good Samaritan
who thinks I'm an idiot, which is arguable by now, is there trying to save my
house.

Now here's what's instructive. At that precise moment in time, he went from
being the most annoying pest to the most welcomed guest ever to visit the
Kennedy household.

Because he was there with just the right message at just the right moment in
time. In this case, “Call 911 stupid, I'll work the hose.”

The reason it's instructive is because know it or not, acknowledge it or not, like
hearing it or not, the vast majority of the time that you try and communicate
with your present, past or future prospects, clients or customers, you are
categorized as a pest, not as the most welcomed guest of the day, week, month
or year.

If you change that, you automatically change everything. Everything else

suddenly gets easy.

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If you become what we call a welcomed guest marketer.

WELCOMED GUEST MARKETER

There are a number of factors for achieving this status. The first and most
important is to change from all other forms of advertising to what is called lead
generation.

Instead of cold calling or image advertising, Magnetic Marketing heavily relies

on using lead generation that gets qualified prospects to raise their hands
indicating they're interested in doing business with you.

You don't force yourself on them uninvited. They come to you already interested
and prequalified.

In its purest form, a lead generation ad works just like a personals ad, it
describes who you want to respond and who you do not want to respond and
gets them to respond, so your perfect prospect steps out of the crowd and
identifies himself to you.

Fortunately, this can often be done with small relatively inexpensive ads
enabling you to put the majority of your investable dollars and effort into
follow-up marketing to well-qualified prospects.

A personals ad might read like this:

“Single white male 38 seeks single white female or divorced white female
25 to 35 into golf, travel, fine dining, Rush Limbaugh and the Grateful
Dead. No pets bigger than a bread box.”

As you can see, this advertiser has described who and what he wants and who
and what he doesn't want.

A trick to keep in mind is the tighter the description, the more likely you'll get
exactly the respondents that you want, although usually at the expense of
quantity.

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The looser the description, the greater the quantity of response but the less
likely you'll get the respondents that you want.

Last, we have something we call a lead generation magnet, an LGM, to stimulate

response.

Let's try an example. Let's say that the perfect prospect for your service is an
experienced, successful, corporate executive frustrated and concerned with his
lack of personal financial security and wealth. Your ad might read something
like this:

"Attention: Are you a corporate executive with at least 10 years’ career

experience, a good income, success, but worried that you are not turning
that income into wealth and financial security quickly and systematically
enough?

If you earn at least $100,000 a year, have 10 plus years’ career experience,
own your own home and are so busy with the demands of your career, you
have little time or energy for personal finances, my free report
‘Breakthrough Wealth Building Strategies for Super Busy Executives’ will
be of interest to you.

Please do not respond if you are completely satisfied with the amount of
taxes you pay, the return on your investments and the pace of your
personal wealth accumulation or if you are closed-minded to new ideas.

If you qualify as described above, you should read my report before you
deposit your next pay check. For details and free report sent by mail
confidentially to home or office, call free recorded message 1-800 [insert
number] anytime."

Or let's assume you consult with people about buying the right computer and
software for their needs. Your ad might read something like this:

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"Warning: Before you buy a computer or costly software, there are 19
little-known facts and insider secrets store clerks don't know and can't tell
you to get your money's worth and to get the results you really need and
want.

If you are thinking about buying a computer or software this weekend,

don't, until you read this computer industry expert's provocative free
report, ‘How to Avoid Computer Rip-Offs: Save Money, Avoid Frustration
and Get Exactly What You Need, No More or No Less – Savvy Buying Secrets
Revealed.’

This report could save you hundreds of dollars and hundreds of hours of
frustration. For details and your free report call the Truth Line. Free
recorded message 1-800 [insert number]."

You'll notice, I used phone numbers and free recorded messages.

You could add or substitute websites, although that does raise questions about
the wisdom of driving a prospect from offline, engage directly and only with you
online where there is a whole world of competition, but that's a discussion too
complex for this time and place.

COMMON OBJECTIONS
Before I get into the nuts and bolts of what you need to have in place before
using these kinds of ads, let me get something off the table.

It's the most common objection we hear and we've been hearing it for decades:
“But this stuff can't work in my business.”

For most of your continuing education, whatever business you're in, here's what
you've been doing:

• You belong to a national association totally made up of people in your

business.

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• You belong to a state or a local association totally populated by people in
your same business.
• You go to conventions, meetings and conferences organized by, put on
for, put on by and attended by, people in your same business.
• If you go to a strange town, you look around to see what everybody else
in your business is doing.
• You read books written by people in your business.

We have a technical term for this, it's called “marketing incest” because it works
just like real incest. In a short period of time, everybody gets dumber and
dumber and dumber and dumber until the whole thing just grinds to a creeping
halt.

All great advancements in businesses come from outside the box not inside the
box.

As a consultant, I get to go over and work with industry A and because

everybody is myopic, while I'm over there, I notice something that's
phenomenally effective.

Hardly anybody else outside their business is doing it but could be. I borrow it
from industry A and I take it over and I teach it to industry B.

While I'm over there, I notice something they're doing that hardly anybody else
is doing but could be. So, I borrow it from industry B and I take it back and I
teach it to industry A.

SELF-DESTRUCTIVE MYTHS
That's how this whole system of Magnetic Marketing came to be. It works but if
you're like almost every other small business owner, there are three self-
destructive myths of running your business that we must deal with and
eliminate from your thinking right from the start.

1. “My business is different.”

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2. “My advertising has to fit in with industry norms because…” and fill in
the blank with any reason you like.
3. “Tacky mail order kind of advertising doesn't work and makes me look
silly.”

None of those concerns has any basis in reality. This stuff certainly can work in
your business and I've never seen an exception.

Here's a partial list of the kinds of businesses who’ve successfully applied

Magnetic Marketing.

Chiropractors, Cleaning and Chemical Product Manufacturers, Collectibles,

Numismatic Coins, Baseball Cards, Art and Art Galleries, the Computer
Industry, Software Marketing, Consulting Services, Cosmetic and Skin Care
Products and Spas, Cosmetic Surgery, Dental Practices, Financial Planners,
Hospitals, Industrial Products, Investment Products and Services, Jewelry
Stores and Artisans, Multi-level and Network Marketing, Nonprofit
Associations and Charities, Pet Stores, Physical Therapists, Recreational
Vehicle Dealers, Real Estate Agents and Brokers, Retail Stores of all kinds,
Sales Organizations, Trade Schools, the Travel Industry, Weight Loss,
Nutrition, and on, and on, and on.

There's really no business this won't work for.

It also applies to all media although soon here I'm going to zero in on one for
teaching purposes.

Then, about it being unprofessional or embarrassing, the better term is

“radically different and much more effective.”

Yes, you may get some criticism, push back from staff, kidding from peers, you
may be uncomfortable with it until its results soothe your nerves.

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SUPERIOR RESULTS
Please be smart about this. It is superior results that matter. We're not in junior
high anymore obsessing over what other kids think about us, let's obsess over
what works.

Just as an example, there's a Magnetic Marketing system based three-letter

direct mail campaign that the owner of an auto parts store has been using
nonstop for 10 years, averaging $100 back for every dollar invested getting new
customers.

The first letter is made to look like their kids wrote it with crayons. It's from the
kids. It's full of misspelled words. It's sloppy, obviously childish.

The tire manufacture they are associated with that offer shops co-op ad dollars
refused to give them any for mailing this letter
because it is amateurish.
We're not in junior
They told the shop owners, “Surely you can do better
high anymore
than this.”
obsessing over what
Well, it will be hard to do better than $100 for every
other kids think
dollar invested.
about us.
I want you to get out of your own way.

Ignore the criticism from others, be different and worry only about what works.

BUILDING BLOCKS
Now, we can get busy building out your Magnetic Marketing system. It has three
big building blocks.

1. A truly compelling, preferably irresistible, marketing message.

2. High-probability target marketing that identifies only those most likely
to respond.

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3. The most appropriate, effective combination of media used to deliver
your message to your market.

The first building block then is right message, what do you say to your
marketplace, to your past, present and future prospects, clients and customers
that is compelling, that is magnetic, that cannot be ignored, that must be
responded to, that draws them to you like a bright porch light on a dark night
draws moths? Do you have a great marketing message? Most businesses don't.

Second, who you say it to, and, by deliberate strategy, who you do not say it to.
Again, most businesses don't ever put real thought into who they're trying to
reach with their products and services.

Third, the media, how do you deliver the message to the market effectively,
affordably, efficiently in a way that involves little or no manual labor and
magnetically attracts people to you?

RULES OF MAGNETIC MARKETING

There are a few ironclad rules of Magnetic Marketing to keep in mind and
adhere to.

• Number one, there will always be an offer. On the internet especially,

there's a popular idea that content is king. I would disagree. The sale is
king.

All your marketing needs to have an offer telling your ideal prospects
exactly what to do and why they want to do it right now. It should be
irresistible and time sensitive and give them some kind of transformative
value if they take action.

This is not just an implied offer like a store running ads, “We're here,
come on in.” This should not be a common offer like, “The Sale of the
Century. This Weekend Only.”

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More often, it would be a lead generation offer as we've discussed. A
great deal of thought needs to go into your offer itself.

• Number two, there will be a reason to respond now. The hidden cost
and failure in all advertising and marketing is in the ‘almost persuaded’.

They were tempted to respond. They nearly responded. They got right up
to the edge of response but they set it aside to do it later or to mull over
or to check out other options.

When they get to that edge, we must reach across and pull them past it.
There must be a good reason for them not to stop short or delay or
ponder, there must be urgency.

• Number three, there will be clear instructions. Most people do a

reasonably good job at following directions.

For the most part, they stop on red and go on

green; stand in the lines they're told to stand A great deal of
in; fill out the forms they're given to fill out
thought needs to go
and applaud when the applause sign comes
into your offer itself.
on.

Most people are conditioned from infancy in every environment to do as

they are told.

Marketers’ failures and disappointments often result from giving

confusing directions or no directions at all and confused or uncertain
consumers do nothing.

People rarely buy anything of consequence without being asked. You

must walk your prospect through the steps you want them to take in
order to make the sale.

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• Number four, there will be tracking and measurement. If you want
real profits from your marketing, you are no longer going to permit any
advertising, marketing or selling investments to be made without
directing accurate tracking, measurement and accountability.

Forget about likes, links, opens, shares, reach, visibility, views,

engagement, all of that may be interesting, even indicative, but what
matters is that for every dollar you spend, you can clearly identify how
much comes back as a result.

• Number five, there will be follow up. When you invest in advertising
and marketing, you're not just paying for the customers you get.

You are paying for each lead you generate, every call, every walk-in,
every email, every reaction and response of any kind.

Doing nothing with even one lead is like flushing money down the toilet.
It is a serious lapse in judgment and waste of precious resources every
time you fail to follow up with every lead or every customer.

• Number six, results rule. Results rule period. Do not let anyone confuse,
bamboozle or convince you that anything else is of any importance.
Nobody's opinion counts… even yours.

The only thing that matters is the answer to the question, “What results
did I get?”

When you implement all these into your marketing approach and marketing
messages, you change the way you communicate with your prospects and
customers dramatically and forever.

MARKETING MESSAGE
Now let's drill down on marketing message. Most small businesses are out there
with no message at all. A person opens a restaurant, a flower shop, a dental or

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law practice, a service business… name the type of business… and his message
is, “We're open for business.”

Typically, he spends a lot of time and energy worrying about what it looks like
inside, which obviously nobody sees if we don't get them in there in the first
place.

He worries about his sign and his logo and his name. Then he opens the door
and he waits for the customers to come in.

He hasn't thought about what he's going to communicate to the marketplace

about who he is, what he is, what he's all about, that should make people want
to do business with him.

A marketing message is a way of concisely and clearly saying to the right

market, “Here's what I'm all about and here's why you should choose me.”

Every business has to craft a message that separates

them from their competitors and it clearly says to
A marketing
the marketplace why they should choose them.
message is a way of
Every business has to back up and start with, “What concisely and clearly
am I going to say to the marketplace and why is what
saying to the right
I say going to be interesting and appealing to the
market, ‘Here's what
marketplace?”
I'm all about and
Fortunes have been built purely on the strength of
here's why you
great marketing messages. Tremendous turnarounds
should choose me’.
in business have taken place as the result of great
marketing messages.

Domino's Pizza was originally driven by a marketing message which everybody

came to know, “Fresh hot pizza delivered in 30 minutes or less, guaranteed.” That
marketing message contains a great example of a Unique Selling Proposition
which I'll get deeper into in a second.

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If you dissect it, you'll see some interesting things. First of all, it doesn't claim to
be all things to all people. There's no mention of mama's recipe from the old
country. No mention of a special sauce. In fact, there's not even any mention of
good pizza.

It's a wonderful example of truth in advertising. All it says is that it is going to

get to you while it's still hot and it's still fresh and that they guarantee to do that.

That marketing message built an empire and a fortune for Tom Monaghan in a
very short period of time and built marketplace identity so that you could
probably still go out and stop 10 people on the street, throw the generic word
‘pizza’ at them and seven or eight of them are going to immediately respond to
you with “Domino's”.

What you have to ask yourself is, if you go out in your marketplace… whatever
business you're in… if you're a florist and you go out into your marketplace and
you stop 10 people on the street and you say ‘flowers’ and seven or eight out of
those 10 respond to you by giving you the name of your business, how well are
you going to be doing? You're going to be doing very well.

That's the power of a clear and compelling marketing message. As I mentioned

earlier, a USP or Unique Selling Proposition is the part of the marketing message
that differentiates you from any and all of your competition.

It answers a critical question coming to you from your prospective customer,

“Why should I choose you versus any and every other provider of the same product
or service that you provide?”

If you're a florist, my question is, why should I choose you as my florist as

opposed to all the other florists who are up and down the street or who are
inside my phone, online? Why should I choose you? You simply have to have a
good answer to that.

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That's going to take a little bit of work. Somewhere in your business, there is a
good answer or you need to make one.

Now, for those of you sweating over Amazon, let me tell you something. You
can't be Amazoned without your permission.

Their marketing message is the same for everything. Fast, kind of like Domino's,
in one day or less. Cheap or cheapest choices, you won't beat them at that but
it's actually a pretty small territory.

You can't win in combat with them with their message. You need a different
message of your own that you can win with.

Unfortunately, the first thing somebody does when You can't be

we start to talk about Unique Selling Proposition is Amazoned without
jump to the conclusion that there is nothing special
your permission.
about their business. Sometimes in rare instances,
that's true.

That's when you have to do some creative thinking about your business to make
it into something unique.

CREATING YOUR USP

Here are 10 questions you can ask yourself to help kick-start the process of
finding or creating your USP.

1. What specifically do you do that's truly different compared to

competitors?

For Domino's, it was originally being there in 30 minutes or less. More

recently, they revolutionized the company against badly sagging sales by
taking the worst ranked pizza to the best ranked for taste and quality.
But that's actually the ante to being in the game.

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Right now, as I record this, nobody in that industry has an answer to this.
Number one, I work with clients as a marketing strategy consultant and
as a direct response copywriter.

There are forests full of consultants and an ocean of copywriters but

there are hardly any single humans who perform both roles at a top tier
level.

As a professional speaker, I've benefited from being able to be a

conference speaker and consult on the marketing of the conference and
write compelling sales copy for the conference’s marketing.

There is a forest full of speakers but there is no other human performing

all three of these roles.

2. How do you uniquely benefit your target market?

J.K. Rowling and her publisher of the Harry Potter books made each new
book’s release of exceptional benefit to independent bookstores with a
devised plan for big events, books held back to release at midnight,
drawing huge numbers of kids and parents into these stores milling
about at a party, in costume, snacking and browsing and buying other
books for an hour or more before the clock struck 12.

The target market, the bookstore owner, was uniquely benefited in a

reciprocity. Rowling got far more promotional work out of the store
owners than hundreds of other authors of other children's fantasy books.

Often, special events and classes can attract new customers that would
otherwise ignore the business and provide added value to current
customers as well as the community at large.

In my area, there is a local chain of casual restaurants and taverns called

Winking Lizard. A big benefit of being a customer is a mind-boggling
number of special events held during every month, some in the

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restaurants but also golf outings, groups escorted to a classic car show
and the like, some also benefiting charities. This is so much a part of their
business, it essentially is their unique selling proposition.

3. Can you niche your target market in a way nobody else can or will?

A lawyer, Bill Hammond created Alzheimer's Law, a subset of elder law

essentially wrapping traditional estate planning, Medicare and Medicaid
spend down planning and other family legal matters inside a differently
described package, positioned for families with a senior showing signs of
or having been diagnosed with dementia. This enabled Bill to use the
exact lead generation strategies laid out in this system.

A chiropractor I had in seminars years ago developed a practice inside

his general practice with a specific program for pain-free flexibility
enhanced golf so golfers with back problems could hit the ball farther
and straighter and play 18 holes without feeling like they were old and
crippled afterward.

Similarly, this enabled the doctor to use lead generation advertising in

place of advertising ordinary chiropractic care in an ordinary way and
advertising the same free consult or exam every other chiropractor did.

4. The opportunity gap. What void in the marketplace can you fulfill?

So called robo-advising is being marketed to meet the needs of an

underserved segment of the investor market.

Fast casual restaurants like the very successful Panera Bread chain filled
a gap between fast food chains like McDonald's and full service mid-
priced restaurants like Chili's, Applebee's and Olive Garden.

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5. Can you add personality in a way that nobody else can?

My friend and client and an enthusiastic adopter of Magnetic Marketing,

Ben Glass is a personal injury attorney with a thriving practice who has
done a fabulous job of infusing his practice marketing with his
personality, philosophy and life experiences.

My client, Ted Oakley's life story is magnetic to his targeted clients,

entrepreneurs who have built up and sold companies. This doesn't really
get you to a USP but instead focuses on an affinity match making the
choice of providers of a service about a unique trusted advisor.

You probably know of the famous and popular magicians, Penn & Teller.
They are the only magician team with one of the partners who never
speaks. Sure, it's a gimmick but it is a gimmick that has served them well
for decades.

6. Can you offer a superior guarantee?

7. Can you deliver your product or service with exceptional speed?

There can easily be another 20 questions like number six and number
seven that dissect your product, services and business and its marketing
message into micro parts, any one of which may yield the USP.

GEICO Insurance has very successfully made their advertising for the
past 10 years about a tiny piece of what they do, the price quote – “Save
15% in 15 minutes.” It has nothing to do with the products or the
services to policy holders, only with the process of buying coverage.

Guarantees are great paths to a USP, especially if guaranteeing what

others won't. A longtime client of mine, and an early adopter of Magnetic
Marketing, Craig Proctor, invented the guaranteed sale program in real
estate.

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Radical then, still relatively rare because most agents are scared of it.
When Craig went to sign up a home seller, he offered a guarantee tied to
the minimum acceptable selling price, that if he didn't sell the home for
more than that amount within a specified number of days, he would buy
it himself.

8. What do people hate about businesses in your category that you

have the power to fix?

This is a very good question that can lead to a very magnetic marketing
message.

Years ago, I consulted with a chiropractor who guaranteed no waiting on

arrival for your appointment. He made it clear that he didn't even have a
waiting room. People hate arriving at doctors’ offices on time and then
waiting for 15 or 30 or even 45 minutes.

His secret was a room full of automatic heated massage chairs that the
arrived patient was plumped into, getting therapy while actually waiting
to get into the doctor.

An orthodontist client of mine with five successful offices, Dr. Dustin

Burleson discovered that parents of kids coming in for braces worried
about having to miss work or have their kid miss school activities to fit
into his office’s available appointment times. He created a premium fee
plan, under which no time off work and no missed activities would ever
be necessary… guaranteed.

A lot of people hate waiting in lines. A number of food service businesses,

Starbucks included, are tackling that with advance order by app on your
mobile phone. Your order ready for pick up on arrival. People hate
waiting, period.

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Uber is capitalizing on that in its war with the taxi cab industry. People
hate home contractors who start jobs and then stretch them out leaving
them undone for weeks.

The companies in the one day bath tub and shower business with the
prefab units that fit over the existing tub and shower have capitalized on
this.

9. Can you offer some kind of pricing advantage over your

competition?

Price is very tricky and discounting is like handling lit dynamite. I

recommend reading my book “No BS Price Strategy.”

Done wisely though, price strategy can provide or bolster a magnetic

marketing message. Sandals Resorts for example, moved all-inclusive
price from cruise ships to dry land and it supports their entire marketing
message.

Rooms-to-Go uses bundling with a single stated price for everything you
see for the room, couch, chair, tables, lamps, throw rug, sofa-sized
painting.

10. What kind of special experience can you offer your customers?

We live in an experience economy. People are pretty spoiled. They can

get just about everything delivered or experienced at home like live
streaming of concerts.

Do you bowl? Well, we have a virtual reality game for that. Visit
museums? You can see all the same art online.

This mandates creating great customer experiences and interesting

special experiences if you want to pry people out of their cocoons.

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Since you need to do this anyway, it might also lead to your USP or at
least to temporary popup experiences that have a USP.

DEVELOPING WIDGETS
That final question, number ten, touches on something key. What special thing
can you offer your customers? It's this process.

The creation of special things as offers, that's another key part of your Magnetic
Marketing experience. We call these special offers ‘widgets’ and you can think of
them as packages of services and goods and premiums and experiences bundled
together.

Widget making is an important marketing skill. Once you've got it, you'll use it
over and over again every day in your business.

On a simple level, if we go back to the pizza business as an example, their widget

of the week may be two themed pizzas like NBA
playoffs for a special price plus a liter of Coke and
Widget making is an
four side salads free. important
marketing skill.
They're not just saying, “Come and buy pizza from
us.” They're saying get the NBA playoffs watch party
dinner box.

One of the best examples that I've seen and that I know quite a bit about, comes
from Las Vegas in the hotel and casino business where pretty much everybody
offers the same thing, a place to come and lose a lot of money and have a good
time doing it with a lot of lights and pretty girls. For decades, that was the
business in Las Vegas.

It's changed now to be less about gambling and more about restaurants, night
clubs and shopping but that's a recent metamorphosis and the jury is still out on
it.

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Years ago, an amazing entrepreneur, Bob Stupak, took over the worst and last
hotel on the Strip. He had to find a very different way to get people to come and
stay at that hotel and gamble in that casino.

He didn't have a tremendous amount of money at the time to do advertising and

marketing with, so the conventional ways that Las Vegas hotels market
themselves was pretty much out for him.

Bob sat down and he turned the hotel business and the casino business in Las
Vegas into a very specific widget that he could hold up and people could see and
get a grip on and understand and be attracted by and buy in advance of use.

Let me describe his widget. Ask yourself if you would respond to it presuming
you were convinced it was real.

“Give me $396 and I'll give you two nights, three days in my hotel in one of
the deluxe suites. There will be a bottle of champagne waiting for you when
you arrive.

You can have unlimited drinks the entire time you're here whether you're
gambling or not. Even if you're sitting in one of the lounges and enjoying
the entertainment, you pay nothing more for your drinks.

More importantly, for your $396, I'm going to give you $600 of my dollars
to gamble with in my casino.”

His widget included the room, it included the drinks, it included some extras like
the champagne and souvenir dice and show tickets. It included $600 to gamble
with while you were at his casino.

Just for the record, the $600 was match play for even-money wagers with wins
paid as exchange of the promotional dollars for real ones. But that's all just
details.

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This widget turned that little hotel, which at the time that this started was on a
Motel 6 level, into one of the largest and fastest growing hotels on the Las Vegas
Strip in its time called Bob Stupak's Vegas World. It is now The Stratosphere.

You may recall seeing Bob's full page ads for this widget in Parade, in Sports
Illustrated, in Playboy, in dozens and dozens of magazines and newspapers all
across the country.

Bob filled his rooms by selling that widget and that was really the business that
he was in, the business of selling that widget. He didn't advertise any other type
of accommodations. He didn't bother advertising his hotel as a hotel. He
concentrated all his efforts and all his energy and all his resources on selling
that widget.

There are a couple of very interesting side points. He ran his hotel with between
90% and 100% occupancy on a consistent basis as a result of these widgets.
That created overflow so he bought a second hotel off the Strip and ran shuttle
buses to get the people back and forth.

Even more interesting, his widget provided him with a cash flow advantage that
no other hotel or casino had at the time.

These packages were prepaid. You bought your $396 package today but you
might not actually make reservations and go to the hotel until a month later, six
months later, even a year later.

In the interim, Bob exchanged your $396 for a certificate, a piece of paper which
entitled you to all the benefits that I described. He had your $396 in a bank
account earning interest or funding construction and remodeling during that
time that it was not redeemed.

If you study that example closely, you see that a fairly mundane and ordinary
business, the hotel business and the hotel casino business was turned into a
totally different business.

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A different business was invented within the business and that new and
different business became the widget that was sold to the public. That's exactly
the thinking process that you need to go through.

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