Archive for Dan Kennedy
Richard Branson, the already successful Branson, has had to close down businesses that were sucking money down drains with no end in sight. Arguably, he made bad decisions and bad investments. If he lives long enough and stays active, he’ll do so again. Long after the big crash that almost did him in, the freshly, super-successful Trump has been involved with failed real estate projects in Vegas and in Mexico, been sued or threatened suit by investors, and more recently his licensing and speaking deal with the company using the Trump University brand has bitten him in the ass. Presuming another decade of active entrepreneurialism, these won’t be the last sour real estate projects or the last ass bite. Disney has, recently, bought companies it later, quietly killed. Put out John Carter From Mars and The Lone Ranger. Completely screwed up its California Adventure theme park and has spent hundreds of millions of dollars re-tooling it. Examine almost any shiny success, and on its flip side, you’ll find grimy failure. How do you feel about that fact?
Zig told the story of the cat hat stepped on the hot burner, then not only wouldn’t ever jump on the stove again, but wouldn’t even come in the kitchen. This is how most people feel about and react to failure, particularly embarrassing and humiliating or expensive failure. If they experience it once, they never want to go in the kitchen again. One punch in the nose is all it takes. The truth of success scares the shinola out of most people.
There are also, always, the exceptionally successful individuals who are, in various ways, failures personally. Houdini failed at almost nothing, except control of his own ego, which very directly caused his premature and unnecessary death. There’s a T-shirt being sold, with picture of Bill Clinton, that reads: “Remember when YOUR biggest problem in Washington DC was MY stain on a blue dress?” It’s funny, but it also speaks sadly of the stain on a smart and talented man. My friend Gene Landrum has written intelligently and eloquently about the dysfunction of the extraordinary achiever, and if you haven’t read any of his works, start with Profiles of Greatness. Most exceptionally successful people are not even close to “superior” – in fact, most are horribly flawed, but manage to rise above their own foibles.
My own history includes a private graveyard of business failures and disappointing projects, most given the swift sword, a few dying slowly and agonizingly; financial embarrassments; and some number of people with permanent negative opinions about me. I am not universally beloved nor consistently and certainly successful. To hit some business highlights, going backwards, there has been mail-order ice cream (which sounds funnier than it is), a high-priced be-an-expert academy that failed to launch, a comprehensive how-to course for inventors no inventor wanted, a retail store: the Self-Improvement Center ahead of its time. Just these added together, a million bucks, give or take, down the drain, a bit noisily. There was, way back when, both a corporate Chapter 11 turned 13 and a personal bankruptcy. There are four business experiments underway now and I’m confident at least some will become tax losses buried in the back yard. Of more micro nature, were I to try and list and briefly describe all the mis-steps, mistakes, misadventures and misfortunes, it’d be best to do it like an old-fashioned encyclopedia, with a thick volume for each letter of the alphabet, the entire set consuming several shelves. And I’m not done making messes. I say: success is cooked up in a messykitchen.
If your success game plan features being right 100% of the time and never making mistakes or your fragile ego demands never getting egg on its face, you’ll be playing the game for only a short time, timidly, and without distinction, or you’ll rise high and fast only to fall just as fast and crash as hard as can be. The ironic fact is, the game is won by losers. If you aren’t floundering or outright failing at something, you probably aren’t doing much of anything. When you look in the mirror, if you don’t see a winner and a loser, the guy or gal you do see isn’t playing the big game.
You have heard the cliché: success breeds success. It does. But what you don’t often hear is the other, equal truth, that failure is the other parent of almost all success. The goal of success can never be to avoid failure, but to manage it, minimize its harm, extract its lessons, leverage it in every way possible, rise above it, and know that it will be forgotten and made irrelevant in time. Everybody knows that Babe Ruth struck out more than he hit home runs. Most superstar athletes perform similarly. Michael Jordan missed more than 9,000 shots in his pro career. 26 times, he had the game winning shot in his hands, missed, lost. He said, “I have failed over and over and over again in my life – and that is why I succeed.” By his own words, he acknowledges seeing two faces in the mirror.
NOTE: To receive $633.91 of free money-making marketing and sales information from Dan Kennedy and GKIC simply click the link below. https://gkic.infusionsoft.com/go/newmifge/inspired
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of GKIC Insider’s Circle, is the largest paid subscription newsletter in its genre in the world.
As you may know for some time now I’ve been using the marketing and sales strategies of, arguably the worlds best direct response marketer, Dan Kennedy. He recently wrote the article below as a part of his series I subscribe to on “Renegade Millionaires.” This reveals how truly successful people look at opportunity, success, and even failure differently than the 99% of people out there who’re just scraping by. Anyway, I thought it was worth passing on. Hope you find it as useful as I did. If you need more marketing and sales strategies, check out the note I included at the bottom of the article. Enjoy.
I want to tell you a few things about DIAMOND Luxury Member Dr. Dustin Burleson, who is also a client of my client, Silver Member Jay Geier, and is or has been a client of my Titanium Member Dr. Tom Orent. Dr. Burleson is a Renegade Millionaire orthodontist.
He found me as so many have via referral-of-sorts from another thought leader. In this case, Gold Luxury Member Jimmy Vee’s mention, in a book about marketing for dentists, of Bill Glazer’s book, which in turn referenced my books – and, as Dr. Burleson put it, once he read one of mine, he was hooked, got them all, and has been an active follower ever since. I call this “swimming upstream to discover Dan”. It’s how a lot of GKIC Members got here, and it is neither as accidental or random as it may sound. That’s not my point here, but I wanted you to understand The Path itself; how Renegade Millionaires operate. They are much like cats given a ball of yarn; they look for any loose end and unravel it. They are always engaged in curious discovery. They are interested in the genealogy of ideas. The minute they encounter a smart person, they are curious about what other smart and potentially useful people he has around him, behind him, and what other smart people influenced him; then, when they find those people they are again interested in what other smart and potentially useful people they have around them, behind them, and what other smart people influenced them. Etc. This often leads them upstream. It may be two or twenty strings before they find something in the unraveling that contributes greatly to their progress and wealth. Occasionally they unravel an entire ball only to find nothing there. This never dissuades them from methodically unraveling the next one. If this is not your earnest behavior, know that it IS for Renegade Millionaires.
Dr. Burleson aggressively used everything he could learn from me and GKIC and the others – even that which had no direct connection to an orthodontic practice. He brought ideas from diverse fields, places and examples outside his profession to his practice. This is key. Few breakthroughs bubble up out of an already made pot of stew, but most people just keep re-heating the same stew. For example, from the GKIC membership model itself, and discussions and observations here about membership concept, ascension, upsells, exclusivity, stretching the top of the pyramid and more, he turned what began as a USP into a premium offer: no more than 12 people per month can buy the guaranteed privilege of never having to miss any time at work or have the child miss any time from school or after school activities in order to get all treatments and complete their orthodontic process – meaning, if an appointment must be after hours or at dawn, so be it. He sells this for $2,000.00 over and above the orthodontic case fee. This year, he has sold all 12 positions every month. 12 x 12 = 144 x $2,000.00 = $288,000.00. Since inception, he tells me this has brought in an extra $1.2-million.
He has, of course, done Renegade things. Violated his profession’s norms, created price strategy, positioning strategy, place strategy inconceivable to most of his peers – and judged critically by some. While most orthodontists have resisted having to market directly to patients (rather than relying on table crumbs fed to them by general dentists), Dr Burleson embraced the opportunity. All Renegade Millionaires, by definition, do Renegade things.
He has moved himself away from the “doing”, into the marketing. There is a team of doctors. The practice has grown from about $1-million in 2009 to over $6-million in 2012. He never stops hunting – for the next big thing, and for hundreds of little things. Thus, he was at my Trust-Based Marketing Training, at Mailbox Millions Training, is coming to the New A-to-Z Info-Biz Blueprints Training. He was at Jay Geier’s event where I spoke last year. He told me, if I ever offer a high-level mastermind group for all kinds of entrepreneurs, he’s in.Less and less “doing” and more and more rain-making is an important part of The Path. Trump stopped actually doing his deals quite early – he has had George Ross, who many of you heard and met at a GKIC SuperConferenceSMdoing the doing. Walt had Roy and a handful of insiders executing his visions.
He has also moved into Leverage, by selling his know-how and experience. He has an info-marketing business, providing orthodontists with resources, training and coaching, with an ascension pyramid, with a $17,000.00 price point at its peak. Going from success at a core business into info-marketing in the same industry has been a Path that I have put many, many people on, as their move to Leverage. Essentially, a winning “package” of advertising, marketing, etc. can only take a single business like an orthodontic practice so far, and 100% of the money from it has a practical cap; using that same “package” to take some money from hundreds, thousands or tens of thousands of others’ individual businesses offers Leverage. All Renegade Millionaires employ some sort(s) of Leverage. Gene Simmons is rich because he retained all of KISS’ intellectual property rights and all the licensing, creating royalties from, as he puts it, everything in a KISS fan’s life and death, from condoms to caskets. Trump, also big licensor. Hefner, as well. Big direct marketers get Leverage from their lists. They must build customer lists, but by renting them and exchanging them, they create a 2nd income stream from the same asset they have no choice but to invest in. 2nd Income From Same Asset is a common leverage “secret” behind a lot of wealth. Leverage is not new. Mark Twain taught another Leverage Strategy that I’ve used a lot, in his Tom Sawyer story. Another I teach: Simultaneous Present AND Future Bank Deposits.
This is The Path. There is no mysterious map secreted away from the world. There is no code to break. But understand, The Path is not constructed of options from which you pick and choose. It is a Path.
NOTE: To receive $633.91 of free money-making marketing and sales information from Dan Kennedy and GKIC simply click the link below.https://gkic.infusionsoft.com/go/bodk/inspired
DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider’s Circle, is the largest paid subscription newsletter in its genre in the world. https://gkic.infusionsoft.com/go/bodk/inspired