One of the lessons that Dan Kennedy has taught us, from the beginning of his career, is that the money is in the list.
...and that the purpose of making a sale is not to make a sale, but rather acquire a new customer, client or patient.
Another important lesson, that I've heard more and more from Dan as I listen to past seminars that we now have loaded into Dan Kennedy on Demand on BusinessAdvantage TV, interviewing him and having him pass along suggestions for us to improve this community is..."Invent Less, Implement More."
Last Wednesday, I interviewed Dan for two hours. The content from those interviews will be shared in upcoming No B.S. | Magnetic Marketing Newsletter issues and also as audio clips in our member portal.
Last week, one thing that stood out during this interview was a theme that business owners need to master because of the pandemic. What is that skill? We need to become masters of using media, especially mass media / broadcast media.
He kept mentioning it in this interview. Over and over again.
After I got off the call I went for a run...where I get some of my best ideas.
In December we have two days booked to create content for our Gold and Diamond members. We'll have some great experts coming in to do interviews in the studio we create, plus Dan and I will be recording 6 hours of content.
I sent a quick Google Chat to the team with an idea. Said to the sales team..."What do you think about running a boutique 'Watch Us Make The Media' event in Cleveland in December?"
In addition to Dan, we'll give people access to our video crew - one of the guys shot the Amazing Race, Undercover Boss and they are shooting the Presidential Debate in a few weeks for Fox. These guys are sharp.
Plus, I'll invite someone I know who's kicking butt and taking names using SiriusXM and Cable TV.
Let's sell it for $1,997...but for Labor Day weekend provide an irresistible $1,000 discount. Strictly limited to 20 seats. Offer a special bonus for the first 5.
Friday Morning, the team and I had our weekly Marketing Meeting and we pressed GO.
In just a few hours all of the seats sold out. A nice $20,000 promotion. A great event for our members. A win-win.
And this week I got Dan to commit to making one of the segments for the Diamond Level Master Classes... How To Create A :30, :60 and a Long Form Commercial That Sends You A Steady Stream Of Highly Qualified Customers, Clients or Patients from TV and Radio.
I do not think Dan has ever shared some of the knowledge that goes into these segments with members. Dan was the marketing mind behind some of the biggest infomercials of all time and we're going to pack that knowledge into this Master Class.
This is the power of a great offer, to the right list, implementation and selling something we were already going to do.
This IS what Renegade Millionaires do!