35 Years Ago - social.dankennedy... - Dan Kennedy

INSIDE THIS ISSUE
Dan’s In-Box: 3 Answers to “Where Do
I Get Good (PROFITABLE) Ideas?” - Pg. 4
Bill’s Big Lesson: The ‘HOW’ is way more
important than the ‘What’ - Pg. 12
RUSSEL BRUNSON’S Online Bright,
Shiny Object - Pg. 16
MARKETING 101, Special Edition: Nearly-
Guaranteed KEYS TO ATTENTION - Pg. 14
DAN GETZ MAIL - Pg. 14
RESOURCES: A French waiter, a rat, LBJ
& A Special Announcement - Pg. 7
Calendar: Pg. 2
BACK PAGE: RENEGADE
MILLIONAIRE: on April Foolishness
Final Thoughts This Month: On
Gambling - Pg. 18
One of my least favorite modern-day robber
barons, Bill Gates, speaking at COMDEX this
year, snidely said, “if General Motors had kept up
with technology like the computer industry has,
we would all be driving $25.00 cars that get 1,000
miles to the gallon.” This, of course, ignores the
fact that there would then be no General Motors
or U.S. auto industry. Or jobs here. But General
Motors issued this reply:
“If GM had developed technology like Microsoft, we would be
driving cars that crashed twice a day for no reason…die on the
freeway and you would have to pull to the side of the road,
close all the windows, shut off the car, re-start it and reopen the
The PLACE For
PROSPERITY
Bill Glazer & Dan Kennedy’s
N B.S. ®
MARKETING
LETTER
how-to strategies,
examples, news, opinion...a
seminar in every Issue.
APRIL 2011
Note: There is no Q&A WITH DAN this
month. It will return in May in all its glory.
QUOTES - FROM 1976
(35 years ago)
“Considering the state of the union, the President’s
popularity is puzzling. Reminds me of
the farmer asked by his neighbor if it was his
hired hand who left the gates open so half the
herd wandered off. ‘Yep,’ said the farmer. The
neighbor then asked if it was the same hired
hand who broke the threshing machine, ran
the tractor into the barn, and got his daughter
pregnant. ‘Yep,’ answered the farmer, ‘and
some day that fella’s gonna go too far.”
“A recession brings us face to face with many
problems - like: what wine goes best with -
nothing.”
“Classified ad: For Sale. United States. Take
over payments.”
“Tough times for economists. Fastest selling
item in Wall Street shops is a crystal ball in the
Wharton School colors.”
From Robert Orben, comedy writer for Jack Paar,
Red Skelton, Dick Gregory. Special Assistant to the
White House Speechwriting Dept., President Ford’s
administration.
manner as the previous car….and when all else failed, you would
call ‘customer service’ in some foreign country and be instructed
in some foreign language on how to fix your car yourself.”
Back to the subject of robber-barons. My co-author
(of NO B.S. PRICE STRATEGY – see Calendar Page)
Jason Marrs gifted me a little book, WISDOM
FROM THE ROBBER BARONS, reminding me
that American industry and, with it, a prosperous
middle class, was built by robber barons, today’s
internet commerce built by robber barons, and
if this economy is pulled from the dumpster in
to a new wave of innovation and industry, it’ll be
done by robber barons. And I suggest you be one
President Lyndon Johnson responds to
Brinkley-style marketing and asks:
“Where can I get me some of those goat-glands?”
APRIL FOOL? Or real history? See page #7.
windows before you could continue….occasionally, executing
a maneuver like a left turn would cause the car to shut down
and refuse to re-start, in which case you’d have to re-install the
engine….the airbag system would ask ‘are you sure?’ before
deploying…the car would lock you out and refuse to let you in
unless you simultaneously lifted the door handle, turned the key
and grabbed the radio antenna…you’d need to press the ‘start’
button to turn the engine off… every time they re-painted the lines
on the road you would have to buy a new car…every time a new
car was introduced, buyers would have to learn to drive all over
again because none of the controls would operate in the same
yourself, even if on a limited scale. What, exactly, is
a robber baron? The dictionary defines ‘robber baron’
as: an unscrupulous plutocrat, especially an American
capitalist who acquires a fortune by ruthless means….
dating to practices of the 19 th century. That sounds
awful. Let’s dissect:
He is “robber” because he seeks marketplace
domination, at expense of – by “robbing” customers
from – an established, stable community of
merchants, vendors, manufacturers and/or by
(unfair?) monopolization of a market. There is
destruction. A. Montgomery Ward was judged a
®
Page 1

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4/28-30 GKIC BUILD A BETTER BUSINESS/Marketing &
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Page 2
® The PLACE For PROSPERITY

obber-baron for ruining small town retailers with
introduction of direct-to-consumer mail-order
shopping. Rockefeller, by forcibly consolidating
dozens of competing oil companies into one.
Modern anti-trust laws, deployed against Gates
by the way, came into being to thwart those able
to create monopolies. He is “baron” because he
becomes unimaginably rich through his predatory,
monopolistic schemes and actions and lords his
wealth over others, living in mansions, traveling
in 19 th century by private rail car – now by private
jet, employs servants. Sounds slightly less awful.
I started flunking “sharing” the very first week of
kindergarten. First kid in my class to require a
parent-teacher conference. Some little girl thought
the big wood blocks were for sharing. I corrected her
erroneous assumption, and my mode of correction
left a nasty lump on her dainty little head. Oh, and
as far as I know, each religion claims monopoly on
the doorway to heaven. Nobody in that business
presents themselves as one of a number of good
choices. They’re not anymore eager to share their
parishioners or their exclusive claim than I was my
big wooden blocks.
Twain said, “I oppose dictatorships, but it would be
dangerous to offer me the position.” I actually favor
monopoly, as long as I’m the owner of it. There are
lots of ways to create one for yourself, although
most classic methods have been undermined by
no-boundaries life and the internet; you can’t
hold a monopoly on, say, tools in a small town
like the only hardware store owner
in Deadwood, and if competitor
arrives, simply shoot him in the
head. Tools can be bought online.
But you can create a monopoly
with a clientele, so committed
to you, dependent on you, wellserved
by you that no one else
has chance for seduction. You
can create a monopoly with a
clientele via financial structure
– as example, we are time-share
owners (Vacation Club Members)
at Disney in Orlando, so there’s no
ARE YOU
AN APRIL FOOL?
likely way an Orlando hotel can pry us away from
Disney’s properties for even one stay. A program
like Rory Fatt’s ROYALTY REWARDS® gets close to
the same place. You can create a monopoly with
the right mix of authority, credibility, celebrity,
expertise and perceived as proprietary services,
goods, technology so that you operate in a
category-of-one. You can secure monopoly as
“the official whatsis” of the NFL or NBA or local
team or church or charity, or the only vendor of ‘x’
at a place. You can get or sell monopoly via area
exclusive or franchise. Monopoly remains part of
life.
MONOPOLIZATION: putting all others
at extreme disadvantage or locked out
altogether is a worthy aspiration, especially
if achieved without the anti-trust cops coming
knocking. Let them eat cake.
If you think: well, that seems rather harsh. Vicious.
Ruthless. Un-Christian. Just not nice… sorry, but
What percentage of Americans use Twitter?
__(a) 62%
__(b) 57%
__(c) 33%
__(d) 19%
__(e) 8%
Answer – at end of FINAL THOUGHTS, THIS MONTH
Years ago, when I still accepted speaking
engagements where I and other speakers had
same-time break-out sessions, I schemed, plotted
and guerilla’d so that their rooms were empty and
mine was Standing Room Only. I did every “underhanded”
thing I could conjure to rob them of their
audiences and add them to mine. I ran my own
TV show on the hotel’s in-room
system, hired hot girls to distribute
flyers outside the elevators on all
floors in the morning, finagled
pre-event promotion opportunities
they did not have, etc. – all without
permission from anybody, I might
add. My room full, a source of joy.
But candidly, the other guy’s room
empty and he standing in doorway,
mystified, also source of joy. My
wooden blocks.
That ‘Happiest Place On Earth’
company, Disney, ruthlessly
schemes to deprive near-by theme parks of all their
customers. Baggage direct from distant airports
to Disney hotels. On-going attempt to install
monorail from Orlando Airport to its hotels with no
other stops. We do not want them renting cars. Preselling
5-day Park Hopper passes. We want them
pained by wasting money they already spent if
going somewhere else. Etc. They want to own that
customer every minute they are in Orlando. Their
wooden blocks.
You do want to flat-out OWN something. Media.
Clientele. Brand. Prime location. And preferably
be the only one who owns that thing, not share
it. And by doing so, if necessary, deprive others of
it. Actually, ownership of anything deprives others
of that specific thing – though not of opportunity
to get a similar or even better thing. The fenced
land your house sits on could be public park. The
books and expensive courses in your office could
be in a free public library – some poor soul is
deprived of that knowledge-media by your selfish,
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The PLACE For PROSPERITY
Page 3

greedy, possession. The money wasted on owning
your own car could be confiscated and invested
(as Obama now characterizes spending) in public
transportation benefiting all. If you get over that
nonsense, and its intended wealth-inhibition, it’s
worth sitting quietly and thinking about what it
is that you might own. ALL that you might own.
Wrest ownership away from others. And what
you might deprive competitors of. With glee. Your
wooden blocks.
Diamond Luxury Member Timothy Seward at ROI-
Revolution sent me an interesting note about the
TV’s sold through amazon.com. (And advertised
in newspaper FSI’s. Print. Newspapers.) Amazon
makes the manufacturers pre-install Amazon-
Video On Demand in all the sets, so it pops up first
and invites the viewers to its portal before arch rival
Netflix or anyone else has a chance. It’s a bully-like
use of its distribution power (toll-booth position)
to compel concessions from manufacturers that
provides pre-emptive advantage (close to monopoly)
over all other competitors in the marketplace.
Unfair? If you’re one of the competitors “locked
out” by this, you probably think so – and may
even try alone or in uneasy alliance with the
other competitors also locked out to lobby the
government to fight your battle for you. If you’re
Amazon, you view these as fruits of the labor of
building out the distribution system from which
you draw power. Who’s right? I don’t know. But I
know who I’d rather be. This IS why the rich get
richer (to the distress of the less clever and less
aggressive); because power begets more power. So
you want to use your business as a base of power,
from which to create more power, so you can
compel others – not merely seek their cooperation.
And if and when you do choose to somehow share
customers or other resources, you’ll be doing so
from position of power, on your terms.
DAN’S IN-BOX
WHERE TO GET GOOD IDEAS?
It always surprises me, but a lot
of business owners
raise this question
– so, this month,
three answers….
RAID THE MUSEUM. The photo
shown on Page 5 is from 1935, of Frank Sinatra, on tour with
other contestants of the Major Bowes Amateur Hour – the first
of many predecessors to American Idol. Like Simon Cowell,
Major Bowes used his media to manufacture stars at zero
expense then put them on his own concert tour. American Idol
is nothing new. Being a student of history (defined as longer
than five years!) offers very big dividends, because the great
ideas, businesses, ads, marketing campaigns of the past,
whether remembered by some or entirely forgotten, give you
a proven foundation to build something new from – and,
as added bonus, since most people know no history, just like
with American Idol, most will think you’re a genius inventor.
Oh, and for the record, my original Inner Circle (now Glazer-
Kennedy Insider’s Circle) and this newsletter were very
close derivatives of Jerry Buchanan’s Towers Club USA and
Inner Circle; and of his newsletter*. My original foray into
niche info-marketing, to my fellow members of the National
Speakers Association, was a catalog of many, special, single
topic reports at prices ranging from just a few dollars to fifty
dollars, inspired by George Haylings. With American Idol,
Cowell built on an entire evolution of radio and TV amateurshowcase
shows, taking elements from each and the few
common ingredients from them all, to cobble together a new
winner. In any field, anyone can do the same. I suggest: look
back before you move forward.
By all means, show kindness to military veterans,
the elderly, the infirm, little children and puppies
and other defenseless animals, hungry birds in
winter, your nicest neighbor. But to competitors? I
refer to the sub-title of most of my NO B.S. books
– “no holds barred, kick butt, take no prisoners.”
PS: This is an April Fool’s issue, so you can decide for
yourself whether I’m being nasty for satiric effect or
mean every word. PPS: The little girl healed up nicely
with no permanent damage, unless you want to attribute
her marrying our repeat-concussion addled high school
quarterback, of a victory-less team, immediately popping
out two babies, and winding up waitressing at Denny’s
as a career to that whack on the head. I disavow such
responsibility. PPPS: Nobody messed with my blocks the
rest of the year.
(*Glazer-Kennedy owns the rights to the Buchanan archives plus my notes,
at moment, an out of print info-product. Perhaps if you ask them very
nicely…)
FORCED RENEWAL. I do not like the notice that comes from
banks like B-of-A telling me of automatic roll-over of a CD,
without citing the rate (for good reason), and giving only a
small window to jump through flaming hoops and linguisticwrestle
a kid in the phone center in Darfur to stop the renewal,
but I certainly grasp the effectiveness of the strategy. My
wager is they renew nearly all vs. very few, if they sent notices
requiring proactive response, otherwise automatically closing
the account and mailing out cashier checks. I imagine many
find this annoying as I do, but few find it annoying enough
to go elsewhere – and where? While it doesn’t seem on the
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The PLACE For PROSPERITY

surface like a good idea to annoy customers, we have to
acknowledge there can be scenarios where doing so is such
a big financial win, you just have to take that path. This gets to
the Mythology Of Business. There are many Myths – one that
“the customer is always right.” Truth: customers think they’re
always right – but biz owners must weigh pacifying wrong
customers they’ll lose no matter what or would be better off
without, word of mouth, reputation, staff morale, and profit
protection when creating policy or situational responses re.
the annoyed and aggrieved. In our business; the publishing
business, forced continuity after trial term – which you’re very
familiar with – so dramatically out-performed voluntary opt-in
or term subscriptions for over a decade, those annoyed by it,
and whatever negative word of mouth occurred because of
it was a teeny-tiny price to pay for us and many, many other
marketers. (True in biz’s other than publishing too. Proactiv®,
ARE YOU
AN APRIL
FOOL?
TRUE OR FALSE?
To slow speeders,
life-size,
full-color cardboard
cut-outs of female
police officers
in mini-skirts
have been
placed along
roadsides in the
Czech Republic.
Answer – at end of FINAL
THOUGHTS, THIS MONTH
Page 5
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The PLACE For PROSPERITY

for example, can only exist with forced continuity.) Another
Myth is that no amount of negative or critical word of mouth
can be tolerated. Heck, in the first niche I marketed myself
in, where I made a great deal of money, I was as polarizing
a figure as Sarah Palin. I had raving fans and defenders, but
for every one of those, I had two who truly hated me and, at
any opportunity, spewed negativity about me to their peers. I
encouraged it all, and banked plenty of money. You have to be
careful about all popular mythology. Now, looping all the way
back to the banks’ forced renewal procedure – a question is: is
there anything in your biz that could/should be switched from
voluntary re-purchase to automatic renewal? Is there some
way your customers might be forced into auto-renewal/autocharge
and have to act to stop it? Every year I get from mailorder
food-gift vendors a recap of who I sent what to last year,
so I can just check-mark boxes and do it again – what would
happen if I got a letter saying they were going to duplicate
last year’s shipments and whack my card unless I submitted
changes?
LIMITED EDITIONS – for ANY business. Limitedtime
offers and temporarily available products
are very commonly used in the fast food and
mid-range restaurants. RED LOBSTER gets a
12% bump in traffic when they run their once a
year “lobster festival”. It works so well because
it is tied to an already accepted fact (a principle
discussed in the book MAKING THEM BELIEVE);
that lobsters are “in season” once a year. Same
with clambakes. FORMULA: It is (a) something
special + (b) special value + (c) limited time
period. Quizno’s and Burger King are two chains
relying heavily on limited-time items; usually
value-priced, brining more people in than usual
and potentially convertible new customers at
expense of profit margins is more tolerable when
done in short sprint. (In restaurants, limited time
items are expected to be exempt from the new, pending
federal menu-labeling laws, part of Obamacare, which may
give them a bigger role.) (Source: www.NRN.com). If there
can be a limited edition sandwich, I’d think there could be a
limited edition anything. The point is to get to urgency and a
short window of time to respond, because humans respond
to urgency and procrastinate over everything else. One of my
financial guys is always trying to get me to an appointment
with the “expert from afar” visiting for only a few days; from
watching the documentary about it on HBO: the Bunny Ranch
(a famous, legal Nevada brothel) uses exactly the same tactic
with visiting porn stars, there and available for just a few days.
By this, I mean no comparison whatsoever between financial
advisors and whores. Disney does this with product – like
FORMULA
Something
Special
+
Special
Value
+
Limited
Time
Period
Page 6
DVD’s, out of the vault ever so briefly, then back in, and they’ve
taken to doing it more and more with special events at World:
food show, flower festival, D23 events, as well as, of course,
Halloween. Of course, everybody knows the ‘special event’
strategy, but to its extreme, it is truly rare if not (best) one time
only, never to repeat, and reservations, registrations or other
response has to occur in a very tight time frame…the tighter
that, the greater the feeling of urgency and of good fortune at
“winning”, at getting in. Some years ago, I had a lengthy talk
with a high-income client who was depressed, weary of, as he
put it, having to do all the work of coming up with a seemingly
new, rare, one of a kind, one time only “thing” of earth-shaking
importance, and then having to do that again two months later,
and again two months after that. I asked what he thought
should be required of somebody who barely escaped high
school, earning a multi-million dollar yearly income?
AND SOME VERY MISC. ITEMS – things I wonder about.
I wonder: do you know what your kids are being taught,
being told to read? A Bedford, New Hampshire
high school kid was yanked out of school by his
outraged parents, upon discovering that required
reading for a personal finance course was Barbara
Ehrenreich’s bestselling book NICKEL & DIMED:
NOT GETTING BY IN AMERICA, an account of
working at a variety of minimum wage jobs – in
which the author refers to Jesus Christ as “a wineguzzling
vagrant and precocious socialist.” As you
know, this is the 2 nd year we’ve provided a “youth
program” at the SuperConference SM , by popular
demand; the kids are interested, the parents
welcome pro-success, pro-capitalism voices other
than their own. By second-hand observation and
accounts like this one, it seems to me the price
of parenthood now is to consider the school
system and its faculty as dangerous adversaries
promoting extremely objectionable philosophies
and ideas behind your back, requiring exacting inspection
of everything taught, assigned, read, viewed. I wonder: how
long it will be before the ‘underground’ rejection of constant
connectivity becomes mainstream? There’s a TV commercial
that now shows a man using his cell-phone while standing at
a public bathroom urinal, peeing; another man ignoring his
lingerie-clad wife in the bedroom while checking e-mails on
his phone; a guy riding a roller-coaster texting, not having the
roller coaster experience at all. The ad’s solution is another,
different phone. My solution, more radical. An article in the
12/10 Entrepreneur Magazine (where the writers and editors
are quite damp behind ears) mews about ‘the new attention
deficit’; warns: “exit the inbox, turn off the screen and silence
the ringer – machines are robbing you of your ability to focus.”
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The PLACE For PROSPERITY

Many of the tactical tips in the article are hilarious to me…that
anybody should need be told them. But the key words worthy
of note are “ROBBING YOU OF YOUR ABILITY”. ‘Cuz that
is exactly what I diagnose. This surrender to connectivity-bygadgetry
is no longer just about time suck, it is increasingly
about intelligence and capability destruction. I am deeply
suspicious of the robot that recently beat the human geniuses
on Jeopardy. My robot vacuum cleaner still gets caught under
furniture. Some years back, with much fanfare, a robot took
on Bob Stupak in a poker game, televised on 60 Minutes. Bob
kicked its tin ass. Maybe it was a dumber robot. Maybe Bob
was smarter than today’s game contestants. In any case, I
wonder about our Worship of Machines. Our lust to turn over
thought and achievement to them. I like toast too and am not
anxious to make it by rubbing sticks together and starting a
fire. But it sure seems to me that we’ve gone way too far.
RESOURCES
DAN, A SNOOTY FRENCH WAITER WITH CHEESE
ASSORTMENT, AND RATATOILLE THE RAT in this photo
just snapped at the outstanding French restaurant in France
at Epcot’s World Showcase in Orlando. See this month’s NO
BS MARKETING TO THE AFFLUENT HOT
SHEET* for the story – and the importance
of this little talking rat surprising guests
when the plate cover is whisked away by
the waiter. (*FOR THOSE NOT PROFITING
FROM ALL MONTHLY GLAZER-KENNEDY
RESOURCES, A QUICK REVIEW:
1: Diamond Membership
2: No BS Marketing to the Affluent Letter
3: No BS Info-Marketing Letter
4: Copy Confidential+Look Over My Shoulder –
for copywriters/about copy that sells
5: Local Chapter support and activities
Diamond includes the Just-Added New &
Additional Benefit: a best-of-Dan Diamond
Letter from the archives posted each month.)
from two guys who
sell at premium fees
and work intimately
with businesses
selling at premium
prices everyday
thus “NO b.s.”. This
book is incredibly
timely, given the ‘evil
forces’ of recession,
terrorized merchants
discounting their way
ARE YOU
AN APRIL FOOL?
What percentage of all the NFL apparel and
other merchandise sold 2009-2010 bears
the identity of the Dallas Cowboys?
__(a) 79%
__(b) 42%
__(c) 20%
__(d) 11%
__(e) 4%
Answer – at end of FINAL
THOUGHTS, THIS MONTH
toward bankruptcy
court, and the commoditizing
influence
of the internet’s discounters. WHAT YOU SHOULD DO: (1)
Order a copy for yourself + anyone in your business involved in
marketing or selling immediately. (2) Be a hero to your clients,
members, etc., gift them all with the book – send me proof of
purchase of at least 50 copies and you’ll be invited to a small,
private luncheon with me immediately before (on arrival day
to) the Info-SUMMIT SM . (3) IF YOU’RE AN INFO-MARKETER,
book Jason Marrs for an interview on price strategy for your
monthly coaching call or other teleseminar/contact
Jason directly at:
Jason@StrategicPricingCenter.com..
ALSO NEW & NOW AVAILABLE:
the very-much up-dated, new and
improved 20 th -Anniversary Edition
(4 th Edition)* of my classic book
ULTIMATE SALES LETTER. SEE
THIS MONTH’S CALENDAR PAGE
FOR FREE TELE-SEMINARS
LINKED TO THESE BOOKS!
(*When ordering from Amazon, B&N or buying
at bookstore, be certain you are getting the
new 4 th Edition. Online booksellers may still
catalogue prior editions and bookstores or
other retailers may still have prior editions in
stock.)
NEW BOOKS: NOW AVAILABLE: NO B.S. PRICE
STRATEGY – my newest No B.S. book, co-authored with
Jason Marrs – this is THE definitive work on successfully
competing with discounters and even merchants of free,
conquering commoditization, selling at premium prices/fees
and protecting profits, pre-empting price/fee resistance and
objections, and utilizing price strategy to increase sales, growth
and profits of any business – to-consumers, B2B, professional
practice. Best of all, it’s not a book on price as economics from
some academic theorist; it’s a book on price as marketing
Page 7
WHO NEEDS GOAT-GLANDS? Tony Farrell at Lenny
Lieberman’s office sent me word that, after Sargent Shriver’s
death, msnbc.com posted the “Video: 1964 LBJ Taps Shriver
to Run Poverty” – which includes a long phone call of LBJ
convincing Shriver to leave the Peace Corps to head up the
war on poverty. About 9 minutes in, LBJ suddenly switches
topic and inexplicably asks Shriver: “Do you have the
glands? I need Dr. Brinkley myself. Some of those goat
glands.” So, if you haven’t yet read the book about Dr.
(Continued Page 14)
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The PLACE For PROSPERITY

$$
$$$
$$$$
A 45.2 BILLION
Dollar Industry
Part 1 of 2
Do you want to be part of a 45.2 BILLION Dollar industry?
More importantly, do you want to use it strategically to help grow your business?
What if I told you that it is being employed as a strategy in just about every ultra-successful
business in the U.S.?
Interested????
$$$$$
$$$$
$$$SS
Well, according to the Winterberry Group, a marketing consulting company, marketers have
spent $45.2 billion on DIRECT MAIL in 2010 and that’s expected to increase 5.8% to $47.8
billion in 2011. (www.winterberrygroup.com)
$$
$$$
While just about every great company has built their business on the back of good direct
response marketing using direct mail, it troubles me that this media often gets ignored in
exchange for sexier media such as websites, social media and mobile marketing.
Page 8
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The PLACE For PROSPERITY

I’m even more troubled when I hear things from entrepreneurs such as:
· Direct Mail doesn’t work (B.S.)
· Direct Mail is too expensive (More B.S.)
· Direct Mail is obsolete (Massive B.S.)
Now don’t get me wrong, I’m not telling you to only use Direct Mail in your marketing. I’m
a HUGE fan of using “both” online and offline marketing . In fact, one of the most powerful
marketing strategies I know is “Diversity Leads To Stability.” But lately, I’ve been concerned
with seeing so many GKIC Members gravitate almost exclusively to offline media. This is a big
mistake.
Recently, I was thrilled when I saw that Titanium Member, Ryan Deiss and Titanium Member,
Matt Bacak both used direct mail in communicating with their affiliates with exceptional
success. In case you don’t know, these guys are well known as being online-only marketers.
So…in this 2-part series I want to first share with you six things to keep in mind when using
Direct Mail and then next month I’m going to follow-up with part 2 of this article where I show
you some “kick-ass” examples that GKIC Members have employed with direct mail.
Six Things To
Keep In Mind When
Using Direct Mail
1) The WHO is more important than the WHAT: By that I mean
that having the right list of people to mail to is more important than
the offer and the creative (not that they aren’t important also). I
find that in most cases, the reason why direct mail doesn’t work for
people is because they are sending it to the wrong people. You want
to methodically figure out WHO your customer is and mail them your
message. This is Dan’s famous Marketing Triangle (i.e. Message to
Market Match).
2) LITTLE HINGES OPEN BIG DOORS: There are a lot of components to creating great
direct mail that matter a lot (besides the list). You want to make sure you have good
creative, a great offer, strong deadline, reliable printer and mailing house, etc. etc.
What I’m saying is that you need to make sure you sweat the small stuff when putting
it together. Most people who have a direct mail horror story tell me they took their
eye off the ball which resulted in lackluster results.
Page 9
®
The PLACE For PROSPERITY

3) Create SWIPE FILES: I’m a big fan of swipe files and every great
marketer I know also has them. You want to be constantly on the
lookout for direct mail examples inside and outside your industry that
are clever and grab your attention. When putting together a new direct
mail campaign it’s great to use your swipe file to get you started instead
of working off of a blank slate.
4) SWIPE & DEPLOY: This is one of the
big reasons why we provide you with a new “S & D” black
envelope every month. It’s so you can see what others are
doing inside and outside your industry that’s working and
employ it in your own marketing.
5) TEST: This is one of the best advantages of direct mail.
You can test a relatively small mailing before you roll it out to a big list. While I usually
test 500 pieces, I know of several GKIC Members who have tested lists as small as 150
to evaluate results. Of course, once you test, you want to keep testing small tweaks
before you figure out what is the winner.
6) Make it STAND OUT: Everyone receives a big pile of
mail every day and the mail looks boring. Do things to
make it stand out such as unusual formats. It can be a
box, a tube, a Priority Mail envelope, or a FedEx package.
I even know someone who sent out
watermelons in the mail with a letter
affixed to the side of them. This
falls into my favorite category of
direct mail which I call OUTRAGEOUS
Advertising, and if you want a great ‘Swipe-File’ of ideas, grab a
copy of my Best Selling book “OUTRAGEOUS Advertising That’s
OUTRAGEOUSLY Successful.” (Available at Amazon.com).
NOTE FROM BILL: Next month I’m going to continue with Part 2 of this article
where I’m going to show you three great examples of DIRECT MAIL used by GKIC
Members. You’re going to see (1) an envelope that is certain to get opened (2) a
great way to use a grabber device to increase readership, and (3) a ‘sneaky’ way to
reposition yourself as an expert. Hope to see you all at the SuperConference SM .
Page 10
®
The PLACE For PROSPERITY

Lucky Member of the Month CONTEST
Member Number:
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If this is your Member Number, you’ve won the NEW
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Page 11
The PLACE For PROSPERITY

The BIG Lesson
By Bill Glazer
The
‘HOW’
is way more important
than the ‘What’
I’ve just completed three straight weeks of
facilitating my 2011 Mastermind Groups
(2- TITANIUM Masterminds and my new
for 2011, PLATINUM Mastermind) and a
commonality that I’ve identified that exists
with the most successful members that is not
found in the less successful Members is that
they spend much more time on developing
the ‘HOW’ vs. the ‘What.’
This is the exact same commonality with
clients I work with who invest in a day of
consulting with me or even Members who
come up to me during an event and ask me
a question about their business. Those that
concentrate on the ‘HOW’ are much more
successful than those who concentrate on the
‘What.’
Here’s what I mean...
During the Mastermind process or consulting
process, those who talk mostly about the
product or service they provide and are
looking for feedback on what they deliver
and/or the price they sell it for, are not nearly
as successful as those Members who spend the
lion share of their time looking for feedback
on HOW they sell it.
Page 12
Let me be perfectly clear about this. Those
who are marketing focused are much more
successful than those who are product
focused. In fact, this was one of the big game
changers for me during my previous life as a
retailer. After I first heard Dan speak in 2005
at a Success Seminar, invested in Magnetic
Marketing and joined his Membership, I
implemented what he taught and became
more marketing focused in my retail
business. It was only then that I grew my
stores to become some of the most successful
Menswear stores in the world. Unfortunately,
most retailers are all about the products they
sell vs. those retailers who are about the
marketing they employ to sell their products.
For example, if you live in the U.S. you’ve
probably seen the advertising for a very large
chain of Menswear stores that run TV and
radio ads each week with amazing offers.
One week they offer “buy 1 suit and get 2
free.” Another week they offer “buy one suit
and get 3 shirts, 4 ties, a sport coat and 2 pairs
of slacks for free.” While the offers sound
irresistible, common sense should tell the
public that there is such a huge mark-up in
the clothing they sell under their own ‘private
brand’ (which doesn’t allow for comparison
price shopping) that they must still be making
a tidy profit….which they are!!!
In case you think this only applies to Menswear
retailers...think again. Not only do I work
with Info-Marketers, but I also consult (or
have consulted) with hundreds of Members
and clients who own service businesses,
® The PLACE For PROSPERITY

Of The Month
professional practices, sales professionals,
retailers, restaurant owners, online internet
marketers and on and on and on. In fact, I
think I’ve worked with someone in just about
every imaginable business category you can
think of.
Once again, those who are the most successful
get this principal. They are much more
marketing focused than product or service
focused.
Now let’s take this to the next step and give
you the roadmap you need to become more
marketing focused. In order to do this, you
need to suspend your thinking for a while
in providing the best product or service you
can. To be clear, I am not suggesting you don’t
have to provide a great product or service, I’m
saying accept the principal for now that you
do provide one, but where the real money is
made, is in being a better marketer of it than
anyone else in your business category (which
is the real principal behind Glazer-Kennedy
marketing).
So, how do you become more marketing
focused? Below are the things you have to
figure out and/or develop:
· WHO are the ideal buyers of your
product or service? You need to
clearly develop that profile of who
they are.
others who have already assembled
them such as association, media,
websites, etc?
· Once you are able to reach them,
do you have a sophisticated
MARKETING FUNNEL to
place them in to buy your products
or services? Notice I said “marketing
funnel” meaning a multi-step
approach to getting them to make
the 1 st purchase.
· Once you make the initial sale with
them, do you have a sophisticated
marketing funnel in place to STAY
CONNECTED with them so they
consume more of your products or
services?
·
As the title of this article states, this is all
about BIG LESSONS and this is really a
big one. Many entrepreneurs will in fact be
resistant to the message and will still go on
searching for the perfect product or service.
While I always suggest you have to have
superior products and/or services, the BIG
MONEY is in the marketing process.
Bill
· HOW can you reach them? Is it
online? Is it offline? Is it through
® The PLACE For PROSPERITY
Page 13

(Dan Continued From Page 7)
Brinkley’s marketing of the goat-glands
cure, MAKING THEM BELIEVE, which I
co-authored with Chip Kessler, even a U.S.
President was affected by this marketing
– I tell you, you must pay attention. Also
available from GKIC: a complete Home
Study Course + Archives, with actual
Brinkley radio recordings, sales literature,
etc. This is a remarkable piece of direct
marketing history Chip and I have brought
forward, replete with powerful lessons for
today. Your personal education and your
library are incomplete without it. NOTE:
Chip will be speaking at several local GKIC Chapters in coming
months – check with your Independent Business Advisor.
SPECIAL ANNOUNCEMENT: DAN KENNEDY HAS RELENTED. He
may now be reached via Facebook and LinkedIn, followed
on Twitter, e-mailed at Dan@AFD-Mail.com, and reached
at his cell-phone Mondays and Wednesdays, from 9 AM to
3 PM EST, dial: 1/16-18-9 – 12-6-15 - 15-12-4-1.
I GETZ MAIL
From David Linton, who has two businesses:
a flooring wholesale company, and an
info-biz working in the home contractor
industry, and is author of the new book
QUIT BIDDING & START SELLING: How
To Grow Your Sub-Contracting Business to
$2-Million in 2 Years :
ARE YOU
AN APRIL FOOL?
According to a recent survey
of U.S. college students,
what percentage believe the sun
revolves around the earth?
__(a) 49%
__(b) 24%
__(c) 13%
__(d) 3%
__(e) 0%
Answer – at end of FINAL THOUGHTS, THIS MONTH
“When I first became a Member, I spent my life out
of town, away from my family, out of necessity.
Since becoming a Member I am home almost
every night….I now have over 300 architects that
spec my flooring, 4 dealers who sell my flooring,
plus our own in-house sales. 2010 was my best
year ever, 2009 my 2 nd best. This is huge, given
that my competitors have been struggling, and the
top two have gone out of business. I attribute my
business doing well and my ability to change to a
better lifestyle to what I have learned from you.
It’s my opinion, by the way, that your stuff has
been getting better and better. At last year’s Info-
SUMMIT SM , I could have left at lunch the first day
and gotten my money’s worth with my notes from
your first talk. I’ll be there in April.”
Let’s be clear: the business breaking
records in 2010 while its competitors
struggle and die is a B2B, wholesale, and
a retail flooring business: everlastepoxy.
com. It has sell-through (via architects),
sell-to (to dealers/retailers), and selldirect
(to consumers). (His 2 nd business
is in info-marketing.) I want to emphasize
that point because I too often hear
from Members that my stuff applies to
consumer but not B2B marketing. Pfui.
Anyway, congratulations, David. And
thanks for the kind comments. What I like
best is that you didn’t just take from me
the how-to-make-more-money direction,
but also the how-you-make-your-money direction. Like I did,
you stopped being a road warrior and replaced that with a
business-lifestyle more to your liking. So many people stay
trapped in an existence they don’t like because “that’s how
(the only way) this kind of business is done” – ignoring this
fact: the way a business is done was made up from scratch and
decided on by somebody – so why can’t a different somebody
decide on a different way? And why can’t that somebody be
you? When I was explaining this to somebody puzzled by the
idea, and frustrated with me, they said, “Well, it’s just plain
arrogant of you to think that you can re-write all the damn rules
to your liking.” I pointed to the kid behind the counter, working
as coffee-jerk, at the little shop we were in and said, “See him?
There but for the grace of arrogance go I.”
Marketing 101 -
SPECIAL EDITION
Each month a quick summary review of a single
Glazer-Kennedy style marketing strategy. I call this
a Special Editon of 101 ‘cuz it is both 101 and advanced.
About….
What WON’T Get Thrown Away
Without Being Opened
& WILL ( VERY Probably) Get Read
Why would you send anything else?
The visual I got from Halbert: America sorts its mail standing
over a wastebasket is “Marketing 101” – maybe THE most
important, fundamental, core truth about direct-mail. From this
comes my warning that readership is everything – nothing else
can matter without it. And, dumbing down and abbreviating
everything for your worst, casually curious prospects is NOT
the right answer to this puzzle.
® The PLACE For PROSPERITY
Page 14

Let’s assume you are goofy or antique enough to want to use
direct-mail to market your business – like, say, those dumb,
old farts at amazon.com, 1-800-Flowers.com or Calynx
Flowers.com or the two largest insurance sales organizations
in the world or the top non-profits or somebody like that. A
good question to ask yourself, then, would be: what won’t get
tossed unopened or quickly tossed when opened? (How can
you BUY readership? – note: buying printing
and postage without buying readership is
STUPID.)
NEARLY-GUARANTEED ATTENTION KEY
#1: I count FedEx, UPS and Priority Mail
as direct-mail, so the big object in the
box that rolls around and makes noise
when the box is picked up and shaken…
and then is a “toy surprise” when the box
is opened, thus obligating….counts. My
recent campaign in which Step 1 included
a full-size toy dump truck, and Step 2 a toy
hamster that makes squealing noises and
runs around when you push its back pulled over 60 pricey
orders from 753 prospects. When a box like this one has
something inside rattling around, it’s got very good chance
of being opened. When the person opens it and finds a cool
Fisher-Price toy truck of bright-colored
plastic, there’s good chance he’ll give
the letter, brochure, CD, and separate,
sealed “read this only if” envelope a fair
opportunity to interest him. Note: a really
lumpy Tyvek® envelope is a ‘poor man’s’
2 nd choice, of same idea. This is about
EARNING the minutes of consideration
you want, rather than assuming you’ll get
them, or worse, thinking you’re entitled
to them. (EARNING what you want is an
advanced concept.)
DON’T
SKIP A STEP
1: Invest in list selection
2: Invest in superior lists
3: Care with outer envelope or package
4: Precision match message
to audience
5: Invest in premium delivery
6: Grabbers/Objects to get
NEARLY-GUARANTEED ATTENTION
KEY #2: Envelopes containing attention
personalized checks aren’t usually 7: Freemiums, to obligate
thrown out unopened. A partial peek
attention as courtesy
at a piece like that I created for my client
Michael Kimble is shown here – EXHIBIT 8: Use top copywriters
#1 (Page 17). It so happens it’s not the
best of the handful of different direct-mail
pieces we’ve tested, but it is very productive nonetheless.
This gambit does irritate some and disappoint many, and
might undermine your credibility with its sneakiness, but
a great many direct-mail pros keep coming back to it and
winning with it in the right situations. It’s used by: auto repair
shops, restaurants, resorts, cruise lines, insurance brokers,
and countless other kinds of businesses. There’s even a very
“official” version of this, presented in a recent month’s S&D
PACKAGE, sent to you with this newsletter.
NEARLY-GUARANTEED ATTENTION KEY #3: Real money
is rarely thrown away either. For many years, the glued-on
penny or nickel showing through a
Recapping from my book
THE ULTIMATE SALES LETTER:
1: Scheme to get it delivered,
including through gatekeepers,
2: Scheme to get it opened,
3: Scheme to get it read.
How Do D.M. Pros
BUY Readership?
clear plastic circle in the envelope
was the direct-mail workhorse
of Reader’s Digest, and others.
Yes, postal carriers steal some.
But enough get delivered to keep
making this a winner. The attaching
of a real $1.00 bill to a sales letter,
popularized with many of us by
Halbert, has made millions for a lot
of folks.
N E A R L Y - G U A R A N T E E D
ATTENTION KEY #4: Apparently
personal mail from somebody the recipient knows –
that’s why the “endorsed mailing” strategy described and
demonstrated in my MAGNETIC MARKETING SYSTEM is
such an effective way to multiply existent customers. If John
and Mary Parents get a letter about the
local martial arts academy, they may very
well chuck it. If they get a hand-addressed
letter in a personal sized envelope from
another parent they know from the
neighborhood, PTA or church, they’re
gonna open it – inside, that parent can
talk to John and Mary about how happy
they are with the experience their applein-eye
is having at the Kato Academy,
send ‘em to YouTube to see video of
their kid in action, etc. PERSONAL MAIL
FROM A PERSON THE PROSPECT(S)
KNOW more effectively and cheaply buys
readership than any other strategy. A
distant, but still often effective substitute is
apparently personal mail from a celebrity
they know, admire, are a fan of. What
pre-teen isn’t going to open seemingly
personal mail from Justin Bieber? What
1990’s executive wouldn’t open mail from
Lee Iacocca? What wealthy investor would throw away a letter
or (better) FedEx from Warren Buffett? •
(Dan Continues On Page 18)
® The PLACE For PROSPERITY
Page 15

Underground “Mommy”
Blogging Networks
A little over a year ago we started to see the
“Groupon” craze sweep across the country, and we
wanted to be part of it. So we found a cool domain
and brand, created a killer website and early last year
launched CitySmart.com.
Now, as an “internet marketing guru,” I thought
that this site would be as simple to launch as any of our
other niches that we play in, but quickly we ran into
some problems.
First, because we were the first “deal of the
day” site in Boise, we had to do a lot to educate our
market, both business owners and consumers. Second
(and a much bigger problem) was how we were going
to get a lot of local traffic quickly to our new startup
business.
So we started to pull out our bag of marketing
tricks to see what would work best. At first we thought
we’d just target local search through pay per click
and organic search, but quickly found that it was too
slow and we couldn’t get the momentum we needed to
really launch our website.
Next we decided to try some offline media as
we thought it would be easier to target local consumers,
so our next test was radio. After a few thousand dollars
in radio ads, and very few actual website impressions,
we pulled the plug on that as well.
We then decided to go “guerilla” and we
printed out sticky notes, and got a team of people
to run around neighborhoods sticking up our notes on
people’s front doors with our ads all over Boise. Quickly
we found the ROI on that wasn’t really worth it either.
So our site had been live for almost two weeks,
and our sales were coming in, but not at the rate we
had hoped for. We were frustrated and almost ready to
give up, but lucky for us we didn’t.
About that same time, we met a few “mommy”
bloggers at a networking event we were at, and one of
them posted a blog post about an offer that we ran one
day on the website.
What happened next was amazing. We sold
1,528 coupons that one day! Up to that point, I don’t
think we even had 1,500 visitors that had ever been
to the site. So obviously, after that fluke we wanted
to see if we could replicate it. So we started to buy
advertising on this one blog.
We then went out and found six other local
“mommy” blogs in our town and also started buying
ads on their websites as well. The results have been
amazing.
We are getting ads at a huge discount over any other
type of advertising we have ever tried. Most of these
women don’t understand the value of the traffic they
have and for a few hundred dollars a month will send
you thousands and thousands of visitors.
The visitors who come from these sites not only are
great customers, but they tend to pass on our offers
to others more than any other type of traffic I have
ever had. Most of them are women who are looking for
deals, and they get significance by sharing deals they
find with everyone they know.
After our tests with CitySmart worked so
well, we decided to try it out with some of our other
businesses to see if it was just a fluke, or if it would
work for other things as well. I’m happy to report that
we have filled seminars, sold info products and made
money as an affiliate by buying very cheap, high quality
traffic from local “mommy” blogs.
Start looking in your local area for the
underground mommy blogging networks and align your
business with them immediately. You will see huge
surges of traffic and an increase in quality customers
almost overnight!
® The PLACE For PROSPERITY
Page 16

EXHIBIT #1
®
Page 17
The PLACE For PROSPERITY

(Dan Continued From Page 15)
FINAL THOUGHTS, THIS MONTH – On
Gambling
Roll dem bones. In February and again in March, I was in
Atlantic City, an entire city of little glowing and chirping
machines into which tens of thousands of people feed
money. Most players know full well they have no
probability of winning – in fact, the pay-out of only 2%
or 3% of all the money fed in is published for all to see.
It is the very, very slim possibility of hitting a big jackpot
that motivates denying the probabilities. And it is the
fact that that slim possibility is real and does occur that
makes the utter foolishness of it all seem not that foolish.
On December 9, 2010, a tourist in Vegas hit the
Megabucks slot machine at Green Valley Ranch for a
$10,000.00 jackpot, playing $1.00 per spin. Megabucks
is a networked game. Had she played the maximum
wager of $3.00 instead of the minimum of $1.00 on that
spin, that jackpot would have been $12.1-million instead
of $10,000.00. Ooops. (Tip: if you’re going to play a
‘progressive’ machine, make the max bet. Or don’t play
at all.)
A lot of people go through their business lives never, ever
going “all in” and making the maximum wager on anything.
Jerry Jones sold off all his oil interests and virtually
every other asset in order to buy the Dallas Cowboys,
at the time judged a poor wager by many in the league
and other experts. Walt Disney bet everything he and
his wife and brother had and could borrow on the first
ever animated feature film, dubbed Walt’s Folly by
Hollywood, in advance of its premiere. Snow White &
The Seven Gazillions of Dollars, for those keeping score.
But this doesn’t just apply to money, financial risk, and
it doesn’t have to. It is more often that we have the
opportunity to do the minimum or the maximum, to
exert minimum effort or maximum effort. To prepare
as if life itself depended on the outcome or “wing it”.
To search memory and stockpiles to craft the best sales
letter possible, or just hurry up and get it out. To insist
on a regimen followed or let much slide. Minimum or
maximum, this is the range in which we all operate,
move about, make choices, invest thought, energy,
effort, time. Is that next customer who calls or comes
in going to get the best experience we can possibly
deliver?...one strategically designed to be Good Enough
but no better?….or the minimum we can get by with?
Are we gonna play today as if in the Super Bowl or one
of a zillion meaningless exhibition games? (Ask your
staff that question.)
My friend, the late Gary Halbert, took a year or so of his
newsletters and bound them up as a book, with the title
‘Maximum Money In Minimum Time.’ I once asked
Page 18
him, somewhat accusatorily, if he actually believed
in the concept of trading minimum for maximum.
“It’s just a title, for f***’s sake,” he said. “Why would
you take it seriously?” He then asked me if I thought
anybody ever won the really big stuffed animal prize at
the carnival booth by knocking down all the pins with
one softball, on first try. Minimum indeed. The kid in
the booth, who does it to show the suckers how easy it
is, practices every day. (And has his own weighted ball.)
One of the hidden cancers in our very sick economy
is that way too many people are actually trying to
trade minimum for maximum. Taking such nonsense
literally. In real life, you trade minimums for minimums,
maximums for maximums. That’s the way it actually
works. Yes, there are people who win millions via slot
machine or lottery, Snookies who get famous and rich
for being drunken swine, thieves who prosper. Even,
every so often, the inventor or entrepreneur who hits
it very big, very fast with one thing, cashes out almost
overnight, and retires to a big yacht – sometimes
escaping just ahead of their house of cards’ collapse.
Think the dot.com-crash millionaire escapees. Of course
these swaps of minimums for maximums occur. But is
any of it replicatable, reliable strategy? No, the reliable
approach is deciding on a maximum you are willing
and able to give in exchange for a different maximum
you want. Anything else is just gambling against very
high odds.
DAN
®
ARE YOU AN APRIL FOOL ANSWERS:
What percentage of American use Twitter? If you said just 8% you were
closest: the correct answer, per extensive study the Pew Research Center
conducted late 2010, is only 6%. Yes, I know you think everybody is tweeting,
but if everybody you know is – 94% of the American population isn’t. And of
those who have Twitter accounts, 40% look at tweets rarely or not at all. You
MIGHT want to consider the facts of this in determining how much of your
total pie of resources including time you let Twitter eat. By the way, this fact
was in last month’s newsletter, so you really should have gotten this right.
What percentage of all NFL stuff sold bears the ID of the Cowboys? If
you picked 20% you’re closest; it’s actually a whopping 24%, one tick short of
one-fourth of the action. This is why Jerry Jones is so grumpy about revenue
sharing. And it verifies that, like it or not, Dallas is “America’s Team”. TRUE
OR FALSE: To slow speeders, life-size, full-color cardboard cut-outs of
female police officers in mini-skirts have been placed along roadsides
in the Czech Republic. According to the Associated Press, TRUE – and
it’s working. Kohls Dept. Stores tried this idea for controlling shoplifting, but
abandoned it out of embarrassment when the cardboard security guards
appeared to be moving faster than their human cashiers. According to a
recent survey of U.S. college students, what percentage believe the
sun revolves around the earth? How much confidence DO you have in our
educational system? 24% closest – it’s actually 1 in 5. Go ahead, pass that
next school levy and give ‘em more money.
Note: the fictitious phone number in Resources, 1/16-18-9 – 12-6-15 – 15-12-
4-1 equates to letters of the alphabet: A/P-R-I – L-F-0 – 0-L-D-A.
The PLACE For PROSPERITY

Before GKIC Story:
Baptism by Flyer:
A “Funny Business” Success Story
Before learning the principles of GKIC-style information marketing, my business was the pits!
Mine was just another group of entertainers competing with a wide spectrum of comedians,
hypnotists, skit guys and improv comedy groups. I had no list, no follow up…no process at all.
If we got paid it was usually enough to cover our expenses and most of our time was spent
rehearsing and waiting for the phone to ring.
After GKIC Story:
Since my baptism by flyer with GKIC, I have been able to turn my passion into a viable business.
Thanks to you, I now have a list of contacts for whom we’ve performed and I keep in contact with
them, even suggesting different reasons/times for another show. Based on that list I actively
contact groups and associations like those on my list and offer my services. We had a DVD
made of our show so that we could sell a product when we weren’t performing.
John D. Hollingsworth
The Fidgets
Improv Comedy on Tour
Ontario, Canada
??????????Member since
DVD available at:
FidgetComedy.com
You said to create a business by teaching what you know, so I did. I wrote the curriculum for a 6 week Basics of Improv class
and it filled up immediately. You gave me specific tuition strategies that I use: the investment for the class is $199 and once
you are an alumni, you can take the course again for only $25.
From that class, I noticed a large number of professionals signing up to build their confidence in public speaking. Coming this
fall, I will be offering a Confidence On Stage course, teaching public speaking to professionals, using humor as the vehicle.
You told me it was all about process and I believed you. Now, when we get requests for bookings, I have the prospective client
fill out a detailed form, explaining what they can expect from a Fidgets Comedy Improv show. Afterwards I send a survey out to
get feedback about our performance and I glean testimonials from it (and improve our performance!).
Our website is also a part of our process where, on the homepage prospects will even discover step-by-step instructions for
how to book the Fidgets. Our crowning achievement, no MILESTONE so far has been getting celebrity endorsements. You told
me how important they are and I believed you (although I thought the chances of getting it to work were nil). Lo and behold,
within 30 days (probably because I was looking for it) I had the opportunity to spend time with famous comedian Red Green,
then Colin Mochrie (star of the hit ABC show Whose Line Is It Anyway). When I asked for an endorsement, they both said
“Yes!”
Now we are doing almost as many shows as we can handle. In fact about a week after we added Colin’s endorsement to our
site, we got a call from a conference (15,000 people) in Edmonton enquiring about how to book us for 2012.
Next steps? Gotta apply your Direct Mail ideas!
Put your success story in 1,000 words or less and send it to GKIC, 401 Jefferson Ave., Towson, MD 21286. Winning entries
will be featured in future Issues of the No B.S. Marketing Letter and will receive a choice of either the Magnetic Marketing
for the NEW Economy Toolkit or the Renegade Millionaire Marketing System.
® The PLACE For PROSPERITY
Page 19

What’s Going On With...
No B.S. Certified Business Advisors
GKIC Local Chapter Meetings
AZ Phoenix (East): 4/13, 5/11
AZ Phoenix (West): 4/13, 5/11
CA Glendale/Pasadena: 4/26,
5/31
CA Orange County: 4/20, 5/25
CA San Diego: 4/19, 5/17
CA San Francisco: 4/14, 5/19
CA Yuba City/Chico/Redding:
4/14, 5/12
CA San Joaquin Valley: 4/19,
CO
5/17
North Denver & North CO:
4/6, 5/4
FL Jacksonville: 4/19, 5/17
FL Emerald Coast: 4/26, 5/31
FL Tampa: 4/19, 5/17
FL Orlando: 4/13, 5/4
FL Miami: 4/23, 5/25
GA Atlanta: 4/12
ID Idaho: 4/14, 5/12
IL
IL
South & West Chicago
Suburbs: 4/20, 5/18
Chicago & NW Suburbs:
4/27, 5/23
IN Indianapolis: 4/8, 5/6
IN Michiana Area: 4/12, 5/10
IN Fort Wayne: 4/19, 5/17
KY Louisville: 4/19, 5/24
KS Topeka: 4/7, 5/5
MA Taunton: 4/20
MA Boston/Newton: 4/20
MA Cape Cod: 4/21
MD Potomac, Rockville,
Bethesda, Silver Spring:
4/21
MI Brighton: TBS
MI Sterling Heights: TBA
MI Grand Rapids: 4/28
NM Albuquerque: 4/12, 5/10
NV Las Vegas: 4/28, 5/26
NY New York City & All
Boroughs: 4/21, 5/19
OH Cleveland/Akron: 4/20,
5/24
OH Cleveland East: 4/5, 5/5
OR Portland: TBA
PA Philadelphia: 4/13, 5/11
PA Pittsburgh: 4/19, 5/24
TX Dallas/Irving: 4/18
TX Tarrant City/Ft Worth: 4/12
TX Houston North: 4/20, 5/25
TX Houston Central: 4/26, 5/25
VA Northern Virginia: 4/14,
5/26
VA Charlottesville: 4/5, 5/3
VA Harrisonburg: 4/7, 5/5
WA Seattle South: 4/26, 5/31
WA Seattle/East Side: 4/5, 5/4
WA Ellensburg/Yakima: 4/20,
5/18
WI Milwaukee: 4/14, 5/12
WI Green Bay, Appleton,
Oshkosh: 4/13, 5/11
WI Madison: 4/12, 5/10
To contact your Local IBA go to
www.dankennedy.com:
• Locate the Local Chapters Icon along the top of the website and “click”
• Insert your GKIC MEMBER number in the box and click SUBMIT.
(Your number can be found on your NO B.S. Marketing Newsletter
envelope and/or CD Mailing envelope).
• Select an area on the map and “click”
• A list of No B.S. Certified Business Advisors will come up
• Contact the IBA in your area for Chapter/Mastermind Meeting Information
Page 20
®
CHAPTER
MEMBERS TALK
“First, success is not done alone. GKIC gives me
a place to get positive mental reinforcement to
meet my goals. Next, there are great people with a
lot of experience to learn from.”
Paul Oyola
GKIC/Manhattan
“I have been in business for eleven years as a
decorative artist in the VA, MD, and DC area. I
was doing what everyone else was doing in my
field, traveling state to state to teach, paint and
demonstrate. I have searched and read several
books specifically targeting my industry and
profession. Frustration got the better of me and
I had to stop advertising because I was getting
no return for the investment I was putting into
my business. A close friend turned me on to Dan
Kennedy’s book… “No BS Marketing to the
Affluent”. I could not believe how great this book
was and it was perfect for me and my business.
My major was advertising and I worked as an Art
Director in New York and I wished I could have
read this book when I was working in advertising.
This book has the attitude and inspiration to turn
any business into a successful operation. Recently
I used the newsletter approach and handed it
out to 5000 Washington Capitals Fans waiting
for my signature for the Winter Classic painting
lithograph I designed and painted. I could see
people reading it as they walked away!
I plan to keep the course and spend my money
wisely using the GKIC attitude of Direct
Response Style Marketing”
John Kiernan
GKIC/Northern VA
“I have picked up tips on various ways to augment
my promotional efforts. I have learned methods to
help me accomplish more in my work day thanks
to Todd, Glazer-Kennedy Insider’s Circle and the
meetings.”
Steve Biagi
GKIC/Louisville
The PLACE For PROSPERITY

GKIC Local Mastermind Meetings
There is nothing like the group dynamic of the “Mastermind”
where like minded progressive individuals can meet to share
their ideas to strengthen the courage of their convictions.
AZ Phoenix (East): 4/5, 5/3
AZ Phoenix (West): 4/5, 5/3
CA Glendale/Pasadena: 4/15, 5/20
CA San Diego: 4/11 & 13, 5/9 & 11
CA Yuba City/Chico/Redding: 4/20,
5/18
CO North Denver & Northern CO:
4/6, 5/4
FL Jacksonville: 4/19, 5/17
FL Miami: 4/5, 12 & 19, 5/3, 10 &
17
FL Emerald Coast: 4/22 & 23
IL South & West Chicago Suburbs:
IL
4/22, 5/27
Chicago & NW Suburbs: 4/5 &
7, 5/3 & 5
IN Indianapolis: 4/15, 5/14
IN Michina Area: 4/26, 5/24
KY Louisville: 4/12, 5/10
MA Boston/Newton: 4/5
MD Rockville/Potomac/Bethesda: 4/12
NM Alburquerque: 4/19, 5/17
NV Las Vegas: 4/13, 5/11
NY New York City & All Boroughs:
4/11, 5/10
OH Cleveland/Akron: 4/21, 5/10
OH Cleveland East: 4/26, 5/18
PA Philadelphia: 5/20
PA Pittsburgh: 4/18, 5/31
TX Dallas/Irving: 4/19 & 21
TX Tarrant City/Ft Worth: 4/19 & 21
TX Houston North: 4/20, 5/25
TX Houston Central: 4/19, 5/17
VA Northern Virginia: 5/19
WA Seattle South: 4/13
WA Seattle Eastside: 4/13
WI Green Bay: 4/19, 5/17
WI Madison: 4/19, 5/17
Glendale/Pasadena GKIC Local Chapter IBA Craig Valine (center)
gives Diamond/Luxury Member Dr. Brian Bergh (L) and Gold
Member Dr. Dennis Buckley (R) “Local Chapter Honorary Life
Member” Awards for their ongoing leadership within the chapter and
for implementing what they learn and implement through the “No BS
Marketing Letter” and monthly chapter meetings.
IBA Profile
Mike Crow, long time
Glazer-Kennedy Insider’s
Circle member, the NO
B.S. Certified Business
Advisor for the Dallas
and Ft Worth, TX area
and a member of Bill
Glazer’s Titanium
Mike Crow
Mastermind Group.
Mike is one of the original Independent
Business Advisors from when Dan and
Bill started the IBA program in 2006.
Mike and his team are currently holding
two monthly chapter meetings, one in
Irving and the other in the Ft. Worth
Area. In addition, he has two active
Mastermind Groups and a third one is
forming now.
“The biggest reason I wanted to
become an IBA was to open another
door to help others on a local basis. I
have been a national coach for years
with my own niche - however – I also
wanted to help local companies more.
Becoming the IBA for the Dallas/Fort
Worth Area opened that door WIDE and
now I have the opportunity to meet and
work with some of the best marketing
minds in every industry right in my own
backyard.”
“As an IBA, it gives me the ability to
help many local businesses connect
with other like minded business owners
that want to share and grow mainly
in the marketing arena. Also like Bill
says by coaching others you really are
learning every single day as well and
the opportunities that come across my
desk are countless. I pick and choose
carefully the direction that I want to
move forward. I learned actually how
real Bill and Dan are and how much
they are willing to help others. It is
inspiring! Bill and Dan are honest – it
isn’t easy – it takes effort – you work at
it daily – the good news though is that
it is worth it. Thanks, Bill and Dan for
the honor and opportunity to be part of
something that helps so many folks.”
Mike Crow
Dallas and Ft Worth , TX
Chapter Meetings are open to all Glazer-Kennedy Insider’s Circle TM Members and your guests. In most areas, you may attend one meeting free. If there is no
Advisor in your area and you would be interested in becoming a No B.S. Certified Business Advisor, contact Howard Zeiden at 410-825-8600 x109.
Page 21
®
The PLACE For PROSPERITY

Welcome New Glazer-Kennedy Members to
The PLACE For PROSPERITY
Jack Aal
Dennis Ackerman
Mari Rodriguez
Sonia Aquino
Robert Arnold
Chuck Austin
William Babson
Fabian Bain
Victoria Banson
Dan Barry
Susan Bartush
Wayne Belisle
Anaka Bender
Scott Berg
Aditya Bhatnagar
John Bisnar
Tim Boleman
Julie Bolesack
Joel Bordeaux
Edward Bragg
Jim Britt
Richard Britton
David Brown
Stephen Buckner
Dustin Burleson
John Cabrera
Curt Camp
Monique Caradine
Sanna Carapellotti
Dan Caudell
Bill Chandler
Gabriela Clagett
Bob Clarke
Marcus Clay
Jeff Cole
Caspar Craven
Lien Dao
Joshua Davis
Billy Deatherage
Jeff DePaoli
Frank Devlin
Alexandru Dragoi
Tim Dugger
Nick Dumitru
Alex Duran
Robert Ehmann
Randy Ehrlich
Lauri Eklund
Robert Elbert
Here is a list of new members who joined the ranks of GKIC in the past month.
Kent Erickson
Corina Estigoy
Scott Fairbanks
Crystal Felice
Domanico Feris
Antonio Fisher II
An Flamand
Craig Flaming
Lauri Flaquer
Harry Foo
Ken Foody
Sarah Fox
Gerry Fox
Mark Franklin
Gary Franz
Jill Fulk
Ric Gan
Carlos Garcia
Yvonne Gausman
Jill Goldman
Catharine Goodson
James Guenther
Lori Heikens
Jim Helerwger
Robin Henderson
Sherry Herman
Diana Hickman
Maria Hidalgo-Ferretti
David Hodson
Paul Hogan
Robert Hughes
Matthew Hussey
Greg Jameson
Tony Jarana
Jes Jes
Robin Johnson
Laura Jones
Robert Kapaska
Carol Katz
Eddie Kbubilin
Gordon Kernes
Wayne Kessler
Nathan Ketsdever
John Killeen
Susan Schear
Gary Koch
Page 22
Mary Beth Kratsas
Shannon Krecic
Danette Krumel
Wayne Krupin
Michael Lackey
Cherri Lamar
Lynn Lee
Anita Lee
Jim Legge
Jim Leslie
Emily Letran
Kornell Lloyd
Gary Lloyd
Jim Lorigo
Barry Louks
William Ltaif
Stan Lubowicki
Shelley Luzakh
Lyn Lyn
Sri Mahesh
Susan Markward
Robert Marron
Don McCombie
Joe Medrano
Robert Melville
Randi Melvin
Mario Mendez
Dwight Montgomery
Matt Moss
Herb Nelson
Kyle Newell
Tamara Nicholl-Smith
John Nieminen
Debra Nolen Nolen
Jide Odubiyi
Hal Palmer
Krisztian Panczel
Bene Paul
Gord Pfeffer
Gilad Polak
Lanetta Powell
Kristi Rawson
Melisa Reyes-Stewart
Trish Roberts
Harry Roberts
Trista Rode’o
®
Joe Roosevans
Theodore Rosemann
Joseph Ryan
Christie Sadler
Candance Sahm
Jay Schaefer
William Seniuk
Christopher Sherrod
Adam Simmons
Michael Singer
Brace Smith
Nancy Smith
Randy Smith
Matthew Smith
Dianne Soule
Kimberly Spharler
Glen Springfield
George Spurge
Cameron Stevens
Stephen Sylvester
Barbra Taffe
Tammy Taggart
Jim Taylor
Jay Taylor
Luvon Tetreault
Helen Thompson
Mitch Tippetts
Rob Tolchard
Tommy Tommy
Ton Ton
Mark Treager
Fran Treloar
Tom Trush
George Urban
Ron Vaimberg
Cara Valention
Edward Vigil
Jianghua Wang
Debrah Ward
Erica Warren
Denise Watts-Wilson
Mike Weaver
Marc Weiss
Brandon Wilkins
Kevan Wilmerton
Lisa Wolfe
Stephen Wolfe
Paul Wowk
Steve Young

Titanium Info-MASTERMIND Member Benefits:
• Three 2-day ‘closed door’ meetings where every Member will receive a minimum of 45-minutes to present
what’s working and group discussion concerning growth opportunities within their business
• Five 30-minute ‘one-on-one’ private phone calls with Bill Glazer personally
• DIRECTORY LISTING: You will receive a Business Listing, Business Description and “live” link to your
website on the GKIC Directory Listing located on the Membership site at dankennedy.com
• Copy CONFIDENTIAL/LOS
• ALL of the benefits of Gold/Gold Luxury, DIAMOND Luxury, and Platinum Info-MASTERMIND Membership
Platinum Info-MASTERMIND Member Benefits:
• THREE “2-day” Platinum Info-MASTERMIND Meetings personally facilitated by Bill Glazer. Each meeting
will include: 45-minute Business Hot Seats, “Crush-It” Contest, Affiliate/JV Opportunities Sign-up Session,
Open Q & A Session, and Interesting Stuff Manual
• Two “one-on-one” 30-minute “GET UNSTUCK” calls with Bill Glazer
• DIRECTORY LISTING: You will receive a Business Listing, Business Description and “live” link to your
website on the GKIC Directory Listing located on the Membership site at dankennedy.com
• All DIAMOND Luxury Member and GOLD/GOLD Luxury Member Benefits
• Copy CONFIDENTIAL/LOS
DIAMOND Luxury Tele-Coaching Member Benefits
• Monthly DIAMOND Luxury Tele-Coaching Call with Dan Kennedy and Bill Glazer and a CD of the call
• Private Annual NETWORKING Event
• No BS Internet Profits Report monthly newsletter
• The DIAMOND Luxury ‘Members-Only’ Content Rich Membership Site
• The DIAMOND Luxury Member 4-Page Hot Sheet
• The DIAMOND Luxury Weekly Fax
• DIAMOND Luxury Member Discounts
• “Marketing To The Affluent” Newsletter
• ALL of the benefits of Gold/Gold Luxury Membership
Gold/Gold Luxury Membership
• Monthly No B.S. Marketing Letter
• Monthly Marketing Interview on CD
• Monthly Marketing Hot Sheet
• Gold ONLY Call-In Hours
• Gold ONLY Restricted Website
• Continually Up-Dated MILLION DOLLAR RESOURCE DIRECTORY
• Member Only DISCOUNTS
• FREE On-Line Success Marketing Strategies
• “Marketing To The Affluent” Newsletter (GOLD Luxury Only)
®
GKIC Membership Benefits
For more information,
visit www.dankennedy.com or call 410-825-8600..
PUBLISHER
Bill Glazer
Glazer-Kennedy Insider’s Circle TM , LLC.
PHONE: 410-825-8600. 9-6pm EST Monday through Thursday, 9-5pm
EST on Friday. FAX: 410-825-3301.
WEBSITE: www.dankennedy.com
MAILING ADDRESS: Glazer-Kennedy Insider’s Circle TM LLC,
401 Jefferson Ave. Towson, MD 21286.
EMAIL: If your email is in regards to your membership, contact
customer service at info@dankennedy.com. If your email is in regards
to an upcoming event, please contact event@dankennedy.com.
EDITOR
Dan S. Kennedy
Should you wish to communicate with Mr. Kennedy’s office directly
concerning consulting, copywriting or speaking engagements,
FAX: 602-269-3113 Phone: 602-997-7707
For extra information about Dan and his co-branded clients, special
opportunities, and extensions of the Renegade Millionaire System TM ,
visit www.RenegadeMillionaireMarketing.com. For more information
about Dan’s books: www.NoBSBooks.com.
PUBLISHER’S NOTICES:
Copyright Glazer-Kennedy Insider’s Circle TM LLC expressly disclaims all warranties as to the contents of this publication including, without limitation, the implies
warranties of merchantability, fitness for a particular purpose, and on-infringement, and makes no warranty as to the results that may be achieved by using the
information contained in this publication. Because this information can be used a variety of ways to fit various business purposes, Glazer-Kennedy Insider’s Circle TM LLC
will not be responsible for any damages (including, without limitation, indirect, consequential, special, or punitive damages) suffered or incured by any person arising out
of such person’s use of or reliance on this publication or the information contained herein.
All rights reserved. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without
permission of the copyright owner is unlawful. Requests for permission or further information should be adressed to Glazer-Kennedy Insider’s Circle TM LLC.
GKIC will pay $500.00 for evidence of illegal photocopying, and/or electronic or fax distribution of this newsletter that leads to a successful resolution of a claim.
Confidentiality is assured. Please contact Jessica Prueitt at jessica@dankennedy.com.
Glazer-Kennedy’s trademarks, logos, and service marks (collectively the “Trademarks”) displayed here, including, but not limited to: NoB.S. ® , Insider’s Circle TM , Info-
SUMMIT SM , Marketing and Money-Making SuperConference SM , Magnetic Marketing TM , Renegade Millionaire TM , “Dan Kennedy” and Dan Kennedy’s image and likeness
are trademarks of and used exclusively by Glazer-Kennedy Insider’s Circle TM , LLC in the US and/or other countries. Nothing contained in these materials should be
construed as granting, by implication, estoppels, or otherwise, any license or right to use any trademark displayed in this publication without the written permission of
Glazer-Kennedy or such third party that may own other trademarks displayed here. Your misuse of the trademarks displayed here, or any other content is prohibited.
You are also advised that Glazer-Kennedy will enforce its intellectual property rights to the extent of the law.
Content © copyright 1996-2011, Glazer-Kennedy Insider’s Circle TM , LLC, all rights reserved.
Page 23

The Back Page
On April Foolishness
FedEx and UPS are profitable; the Postal Service awash in red
ink, finally trying to shutter 2,000 locations. AmTrak, loses about
a billion dollars a year. FannieMae and FreddieMac are so far
beyond bankrupt it’s unfair to even call them zombie institutions.
Dead yes. Walking no. As a matter of fact, every single business
the government has ever attempted operating or quasi-operating or
micro-managing has gone broke, is broke, or – in case of pensions
including Social Security – is on inevitable march to being broke. No
wins. None. Nada. Zero. There is a two word term for government
run businesses: failed concept. Yet we actually engage in debate
over whether or not government should take over and run different
businesses, heck, entire industries, as if this was a viable concept.
We might as well be seriously discussing having hamsters drive
snow plows when winter storms hit. (Can’t do it. Can’t find work
gloves that small.)
There are such things: things that just do
not work. Ever. No matter who tries them,
however noble (or sinister) their intentions,
however high their expertise, however epic their
determination. Failed concepts. Technically, it’s
true that nothing is impossible. But much is so
impractical it might as well be.
Ideas Of The Month
“Never take to
sawin’ on the branch
that’s supportin’ you,
unless you’re being
hung from it.”
In the direct sales world, as example, the
idea of analysis-based selection of winners
and only recruiting or hiring winners based
on psychological profiles is a failed concept.
That doesn’t stop companies from buying it
and charlatans from selling it, but it is a failed
concept – as is, incidentally, trying to turn
whiners into winners. The only thing that actually, consistently works
in direct-selling is sorting out winners from losers via their own early
behavior, as quickly as possible, and then jettisoning the losers and
working with the winners. No one can really, truly tell you if Bob can
sell here and will sell here until we give Bob opportunity to sell here.
(Corporate sales is different. Selection assessment tools can be
useful.)
- Texas Bix Bender
Most fields, industries, professions, businesses are infested with
failed concepts – some come and go, like “Japanese management
style” (a very big fad at one time); others, remarkably, hang around
and even remain popular and saleable long after they’ve proven
themselves failed concepts. Space here doesn’t permit laundry
list, but it’s long. Wealth made while avoiding work is a particularly
popular failed concept.
In this way, success is not much of a mystery. It is finding out
what doesn’t work – as speedily and cheaply as possible – and then
not doing it, and finding out what does work and doing more of it. Not
much of a seminar, but there it is. And, very big point: it’s easier to
make what works work better than to make what doesn’t work, work.
Person, place or thing. So here’s a cool idea: identify the ten things
that work best for you and your business – absolutely, positively,
without question or ambiguity, factually, profitably. Do more of them.
Stop doing everything else. You know the cliché: INSANITY is doing
the same things in the same way and hoping for different results. So
stop the foolishness.
And here’s a more advanced app, as a bonus: look for ways
to repeat what works exactly as it works. On a private coaching
call in January, my client told me he had generated 10,000 leads in
2010, converted 8% to buyers of his main product, and made about
$2-million net doing it. He has umpteen steps in his very persistent
follow-up sequence trying to sell that product. But he still has 800
buyers and 9,200 non-buyers. He has 11 other
products. I said: pick one of the 11, generate leads
for it out of your own list of unconverted leads, and
run those who express interest through a separate
sales and follow-up sequence structured exactly like
the one you’re using now. Then, at some point, take
that list of non-buyers of Product #1 and Product
#2 and generate leads from it, for Product #3. In
other words, repeat the whole successful process.
Again. This had not occurred to him. SANITY is
doing the same thing exactly the same way to get
the same desirable results. But even if diminishing
results – say $1-million instead of $2-million net for
#2, $500,000.00 for #3, $250,000.00 for #4, we still
take total income from $2-million to $3.75-million.
So, here’s something that surprises many – on close inspection,
how stubbornly close to their knitting many Renegade
Millionaires stick. They get a formula, a modus operandi that
works, and then they doggedly work it, and are reluctant to suffer
distractions or deviation from it. Most entrepreneurs sitting atop big
enterprises they built from scratch are narrow in method. Repeaters
of what-works. Lenny Lieberman, who is speaking at the 2011
SuperConference SM , can testify to the evolutionary narrowing of
focus at Guthy-Renker, from early erratic experimentation to a single
business model now laid over multiple skin care and cosmetic brands.
There is obvious hazard to such box, but there is also advantage:
clarity. I’m not opposed to innovation, testing, even controlled risk at
all, but I am opposed to neglect of the proven.
•••••
Page 24
®
The PLACE For PROSPERITY