place - social.dankennedy... - Dan Kennedy

The Back PageMODUS OPERANDII had a little edit job to do this month – of the OpportunityMarketing Concept Training transcripts – and I readCraig Simpson’s presentation on direct-mail (which Ihad not been in the room for at the event), and doingso reminded me of what an ‘embarrassment of riches’we have in Glazer-Kennedy Members and vendors.Craig laid out for the audience exactly how $200-millionhad been made in one business, step by step, driven bydirect-mail. He spoke no flights of fantasy; he showedthe pieces, he explained the list selection; etc. And herevealed one very important secret I’ll only mention butnot belabor here: while their new customer was proceedingthrough a 17 week course,they sent 11 different solo offers forother courses and products. Anyway,REAL experience. When youattend the upcoming Info-SUM-MIT SM (or any other GKIC event),there are lots of people like this tomeet: people who know their stuff‘cuz they are really doing thingssuccessfully. Tim Seward at ROIRevolution is really buying hundredsof thousands of dollars worthof online traffic for clients who demandprofit – he’s not just writingabout it. Dean Killingbeck is reallydelivering customers to restaurantswith his direct-mail campaigns – often producing500%+ ROI. Grant Miller is running a real retail-servicebusiness, his chain of tanning salons, and producing farabove par revenues and profits, and now teaching othershis methods – that a grand tradition I started*: theexceptionally successful operator and marketer of a particularkind of business also becoming an info-marketer,packaging and selling his real experience to his peers.Bill Glazer himself began on that path – from successfulmenswear retailer to info-marketer to menswear retailers.THIS is what “NO BS” is all about.(*You can make yourself a fortune with this tradition. TheInfo-SUMMIT SM is just around the corner.)Anyway, my point here is about THE IMPORTANCEOF A SET “MODUS OPERANDI”. Buffett has a clear,relatively simple modus operandi for investing that hesticks to and repeats. Unsuccessful investors do not;they react to tips, news reports, hunches, peers, theybuy by whim, at random. Craig Simpson has a modusIdeas Of The Monthmodus operandi noun:a particular way or method of doing something,one that is characteristic or well-established :egs.: the volunteers were instructed to buyspecific items using our usual modus operandi—anonymously and with cash. Egs: He hada particular process for walking about andobserving a crime scene thathe had not varied from in 30 years.• the way something operates or works.ORIGIN Latin, literally ‘way of operating.’TRANSL. operating system.Page 24®operandi for developing direct-mail programs. The successfuloperator turned info-marketer has a proven, successfulmodus operandi worthy of replication. Joe Sugarmanis a fine example of a Renegade Millionaire. Youmay know of him for Blu-Blockers; older folks or seriousstudents know him for JS&A; students of copywritingown his book TRIGGERS. Joe has a rigid, ideologicalapproach to creating copy. I have a set in stone modusoperandi for preparing this newsletter, for writing salescopy about an opportunity, for analyzing a client’s businessas a consultant, for developing a platform salespitch. Trump for picking a property to acquire; GeorgeRoss for structuring the deal. Renegade Millionairesare more rigid than random. If you think otherwise,you have been fooled; you misunderstand‘renegade’ as ‘loosecannon’. It’s the randomness ofmost people’s activity that prohibitsprofitable productivity. It’sabsence of, poor adherence to orpoor enforcement of process thathandicaps and harms businessmore than anything else.This links to reasonable v. unreasonableexpectations. For example,it’s nearly impossible for directmarketers (and most other businesses)to aggressively grow by acquiringhigh quality, new customerswithout going hundreds of dollars “in the hole” to“buy” each one. The most unrealistic and most restrictiveactivity is attempting to get those new customersat break-even or front-end profit. That’s why the 11 differentoffers within the 17 weeks of the first deliverablecase history that Craig showed was so important. That’sthe kind of sophisticated modus operandi required, tobe able to go negative, buy customers, and convert it toprofit.IT IS YOUR JOB to take from all that we show you,month after month, in my books, in seminars; to takepieces ‘n parts and assemble them into your own modusoperandi, for each purpose needed to achieve yourgoals. If you wish for someone to hand you a pre-fab,done for you modus operandi to use as your own, knowthat sloth is expensive. IT IS POOR PRACTICE to berunning around out there doing much of anything withoutan operating system.nnnnnThe PLACE For PROSPERITY