Dan Kennedy’s Magnetic Marketing Strategies. . . . . . Proven

“Why Should IListen To YOUAboutNew And DifferentStrategies ForMultiplying Sales And ProfitsIn My Business?” 1

Dan Kennedy’s Magnetic Marketing Strategies. . . . . . Proven In 156 Different Product, Service Business Categories, Sales Careers And Professional Practices……Dan’s strategies “match up with” and are successfully used by over 90% of the types of businesses in America….from Aardvark Breeders and Auto Repair Shops to Carpet Cleaners, Chiropractors and Dentists to Funeral Homes to Insurance & Financial Services Professionals to Manufacturers to Realtors and Restaurant Owners to Zoos ……….To-Consumer and B2B Over 1-Million Business Owners A Year Directly Influenced By Dan His Network Of Expert Consultants & Coaches in 50+ Different Industries, and the Certified No B.S. Business Advisors Highly Respected Expert His books included in INC. MAGAZINE’S list of “100 Best Business Books”….BUSINESS WEEK MAGAZINE’S bestseller list….featured in ENTREPRENEUR MAGAZINE Guest expert repeatedly on CHAMBER OF COMMERCE RADIO and WALL STREET JOURNAL RADIO, the leading syndicated business radio programs 10 Years on America’s #1 Seminar Tour, with 10,000 to 40,000 attending in each city….over 400,000 people a year Over 50-Million Dollars’ of his Magnetic Marketing System resources purchased by business owners worldwide His NO B.S. MARKETING LETTER is the most widely read paid subscription marketing-related newsletter for entrepreneurs, small business owners and salespeople in the world 3

“No B.S.” No college professor academic theory….practical strategies used in real businesses Started, built, bought, sold businesses of his own – entrepreneurfor 30+ years Became a multi-millionaire from scratch using same strategies he teaches….. Owns interests in 5 different businesses…… …..Founding stockholder of a community bank – where his ‘invention’ of a unique marketing strategy has brought in tens of millions of out-of-state deposits Consulting / copywriting fees begin at $9,800.00 a day for advice, $25,000.00 to $100,000.00 and up (plus royalties) to write ads and sales letters – with clients standing in line Runs his business on his terms and shows others how to do the same(even when they believe they can’t)…..he takes no unscheduled incoming calls and works only by appointment; all clients travel to him; no cellphone, no e-mail…(the principle; super-effective marketing = Autonomy) Corporate clients have included: Mass Mutual Insurance, Sun Securities, Amway Corp., Weight Watchers Int’l, Guthy-Renker Corp. – famous for its TV infomercials Current Entrepreneur Clients & Coaching Members include: #5 ReMax agent in world….Restaurant Marketing Systems with over 4,000 restaurant owner-members…..mortgage brokers earning from $200,000.00 to $800,000.00 a year…..a dentist with a $4-million solo practice…..Million Dollar+ income attorneys, chiropractors, cosmetic surgeons, financial planners, pest control company owner, Google Adwords consultant…(turning ordinary businesses into extraordinary ones!) 4

Myself and Dan at the Chicago SuperConference 2005

You will have an opportunity to receive over $600.00 of Dan Kennedy Business-Building Resources……. ……FREE!!!!!……. …….during my presentation. Absolutely NO PURCHASE NECESSARY Nothing is being sold in today’s presentation 5

What Kennedy Fans Have To Say About What You Are About To See: “I just wanted to let you know that I think your monthly newsletter is the best source of info on marketing that I have ever run into. There are so many great ideas in each issue that it blows me away. For the first time in a long time I can’t wait to get my mail each month. I don’t think I have felt this much anticipation since I was a kid waiting for my monthly copy of “Mad” Magazine to arrive. As an adult, daily mail delivery is nothing but bill after bill and the thrill of anything exciting in the mailbox was long gone, until now.” Bill Behr, Bill Behr Insurance “Dan Kennedy…you are an amazing resource…right now 2 of us in the office devour your monthly newsletter and CDs as fast as we can…then we’ll share them with the other younger lawyers in my office…the information is way too important to get into the hands of any competitor…(even though we know that 99% of people simply will not take action.)” Ben Glass, Attorney “Take two people of equal smarts, motivation and work ethic. Give one a Harvard MBA, the other Dan Kennedy’s newsletter and access to his other materials. In no small number of circumstances, the Kennedy-ite could end up far ahead in personal control over destiny, lifestyle, and financial rewards. To provide context for this perspective, I have a Harvard MBA. I taught at Stanford Business Scholl for ten years, I have been a Forbes columnist, and have been pain over 100-million dollars for my strategies and analyses by major corporations, governments and entrepreneurs. As a final comment, I was chatting with my friends about your materials, and we all agreed, you priced it way too low.” Stephen Roulac, Roulac Group Inc. “I used to clean carpet and earn about $50.00 net per hour. Now I work from wherever I want in the world from the convenience of my laptop computer, and earn $400.00+ per hour upgrading Doctors print advertising without shredding a bead of sweat! This allows me to snow ski 9 months a year at my favorite ski resorts in North America. Thank you for your inspiration, advice, and guidance to make my dreams of a geographically non-specific, information marketing business a reality!!!” Larry Conn, Instant Yellow Page Profits 6-A

“I am a real estate investor specializing in teaching insurance agents how to become successful real estate investors while still maintaining a very busy insurance agency. When I first got exposed to Dan Kennedy, I realized that there really is something phenomenal here. In fact, his materials gave me one idea alone that will generate in excess of a million dollars for me over the next year and a half. And that’s a pretty significant impact for me and my family. I have six kids and Dan is helping me keep them fed.” Thad Winston “My husband, David, and I own the Car Hospital in Houston, Texas. We started with Dan Kennedy’s Inner Circle Membership in ’99 and since then we actually tripled our net to 29%, which was and is about the most you’ll ever get out of our kind of business. We raised our gross by 62% and this year our gross has increased already by 42%. Our business and our personal lives have gotten so much easier and better and it is truly and primarily from getting involved with Dan Kennedy.” Buffy Dupont The Car Hospital “I’m actually a small town country boy, originally from Wisconsin who now resides in Gettysburg, Pennsylvania helping people that have mobility challenges and disabilities find the right equipment and professional advice to be mobile, and stay active in the home that they love. I was fortunate enough to get Dan Kennedy’s newsletter and that there was a breath of fresh air. He definitely thought outside the box and had surrounded himself with a bunch of people that did things differently and that what they did, how they thought and what they implemented applied to many industries including mine.” Mike Resop “I’m known as the E-zine Queen because I teach small business owners how to market with e-mail newsletters. I have to say at first I was in a little shock because some of the ideas Dan Kennedy was sharing I’d never heard before and I originally came from this corporate PC, marketing background. I was very timid with my marketing and just moved very slowly and quietly in all the marketing I did and here was someone so bold and brash but speaking the truth and I started following his stuff. I subscribed to his newsletter. I got in the Gold program right away and I have to tell you since that point my business has skyrocketed and now the only business success and marketing model I follow is Dan Kennedy’s.” Alexandria Brown 6-B

GKIC Members in Ireland • I first came across Dan Kennedy and his material in 2005. • I was a struggling network marketer, drifting and not really knowing what I was doing. • I had recently discovered top personal development coaches such as Jim Rohn and Brian Tracy. • I found that Dan's material filled a gap, providing real world strategies and examples of stuff that has been tried and that works. • I'm a Gold Member of the Glazer Kennedy Inner Circle, and I've been a subscriber since 2005. • The value of being a member is extraordinary. Each newsletter is packed with ideas and examples of things that you can implement in your business. • Since immersing myself in Dan Kennedy style material, I have been developing and refining every aspect of my marketing. • My copywriting has changed, my campaign design has changed, and my improved response rates speak for themselves. • Open your mind and just think about what makes people buy from you and give you money, instead of someone else. Jonathan Battell – Oceanwide Marketing Limited.

GKIC Members in Ireland • Before I came across Dan Kennedy I was not aware of how similar most SME businesses are regardless of what they are supplying or providing. • Having been in business eight years I have worked with many small businesses and many struggle to sell enough or make enough money, and either give up or complain. • However, listening & reading Dan’s information over the last few years has opened my eyes to the similarities and how by being different, flexible and implementing things with a positive attitude can take your business to a new level where there are endless possibilities. Denis Hegarty – WSI. Former Chairperson: The Marketing Institute of Ireland, South East Region

The 2005 Signing of my Great Guns Marketing Franchise for Ireland.

How secret? Mick Spain | Great Guns Marketing Ltd. Tel: +44 (0) 845 1307001 | E: mick@greatgunsmarketing.co.uk | W: www.greatgunsmarketing.co.uk Registered Address: Great Guns Marketing Limited. The Square, Basing View, Basingstoke, Hampshire RG21 4EB - Incorporated in England, 1998. Registration number 3635829. -----Original Message----- From: John Hayes Sent: 14 January 2009 15:40 To: Mick Spain Hi Mick, Cause I'm after getting 'damm' hot at PPC. I'm at number one or two on Google, but I'm also using a ‘secret’ approach I learned from my marketing friends in the States? Regards John Great Guns Marketing We make sales appointments for you Yet another for you. How are you getting all these leads? Mick Spain | Great Guns Marketing Ltd. Tel: +44 (0) 845 1307001 | E: mick@greatgunsmarketing.co.uk | W: www.greatgunsmarketing.co.uk

Things Business OwnersHATE • Being an Advertising VICTIM • Worrying and not knowing where the next customer or sale is coming from • Being beat up by big chains and discounters • Being “commoditized” • Re-inventing the wheel 7

Things Sales ProfessionalsHATE • Cold Call Grunt Work • Wasting Time With ‘Prospects’ who Cannot Buy Or Will Not Buy Now • Price Resistance And Objections • Rejection 8

What if there was a way to successfully sell at premium prices higher than your competition ……efficiently and systematically attract all the good, respectful, appreciative customers or clients you could ever want…..while eliminating all the waste and trial-and-error in your advertising….never cold prospecting again…..and dramatically increasing, multiplying your income?… þWould you want to know about it? þBe open-minded to it? þBe willing to invest a little time and energy in learning how to apply it to your business? þBe willing to abandon ingrained beliefs and habits and industry norms in favor of something different…..measurably better? 9

The breakthrough begins with some fundamental changes in thinking….. • What business are you REALLY in? • From annoying pest to welcome guest • The magic of Kennedy-style DIRECT RESPONSE MARKETING instead of traditional advertising and marketing 10

What Business Are You REALLY In? “The first quantum leap occurs when you decide you are NOT in your business but in the business of marketing your business.” What business are you REALLY in? You are in the advertising, marketing and sales business. “The second quantum leap: since that is the business I’m really in, whether that was my intent or not, I’d better put MOST of my focus on it, and I’d better get good at it!” 11

From Annoying Pest To Welcome Guest Permission Marketing Push vs. Pull Marketing Pursuit vs. Attraction Marketing Positioning, Not Prospecting … all ways of saying the same thing. Attempting to force yourself on disinterested people is an ugly, unpleasant, uphill battle. It is better to ATTRACT an already INTERESTED prospect, who INVITES you to sell to him. 12

Traditional Advertising / Marketing Mass Appeal, Mass Media……throwing mud against the wall and hoping some of it sticks Small business copying big corporations…..like a jockey copying an elephant trainer All strategies developed by Ad Agencies paid a percentage of what the clients SPEND (= faulty design for the fellow doing the spending!) Brand-building and image……for cans of peas side by side on a shelf; for extremely patient advertisers with very deep pockets Avoid measurement and accountability “Only the mail-order people really know what they are doing.” – David Ogilvy, fry cook and door to door salesman who founded and built one of the largest and most respected ad agencies in the world 13-A

Dan Kennedy Direct-Response Advertising Narrow, Precision-Targeted Appeal….to magnetically attract your ideal prospects, customers and clients: STOP settling for anything else! Designed for businesses that need every dollar invested to return a DIRECT profit,designed to DIRECTLY attract business IMMEDIATELY Strategies adapted from the mail-order industry, where advertising is about SELLING, not about brand or image 100% Accountable 13-B

There is a solid foundation on which all marketing for every business or sales career should be built… Dan Kennedy’s famous Marketing Success Triangle The Formula: RIGHT Message + RIGHT Markets (Targets) + RIGHT Media = RIGHT RESULTS! 14

Right Message THE most important and challenging Question you will ever answer about your business. It needs to be answered about the business as whole. It needs to be answered repeatedly and frequently, each time you advertise, promote, put forth an offer, attempt communicating with prospects. Its answer is called a ‘USP’ – Unique Selling Proposition, designed to be concise and differentiate you from all competition. ?????????????????????????????????????????? “WHY SHOULD I” --- YOUR PROSPECT --- “CHOOSE TO DO BUSINESS WITH YOU INSTEAD OF ANY AND EVERY OTHER OPTION?” ?????????????????????????????????????????? 15

Ingredients Of A Powerful Marketing Message (Partial List) USP Unique Selling Proposition VSP Value Selling Proposition Risk Reversal Guarantees Direct-Response Offer Call To Action Proof 16

PROOF Most underused and most powerful selling tool of all. Many forms, but most powerful are proof statements (properly crafted testimonials) from customers/clients/patients “What THEY say about you is 1000-times more persuasive than what you say about you, even if you are 1000-times more articulate and eloquent.” 17

THE INADEQUATE MESSAGE No USP No VSP No Risk Reversal No Offer & Call To Action No Proof How many of these do you already have, that you are so proud of and pleased with, that you would enter them in a contest judged by Dan Kennedy? ….that you would invest every penny you have in taking to the market? …..but let’s assume you get all that right….. 18

OOOOPS! The world’s greatest Marketing Message is no better than the world’s WORST Marketing Message, if shouted at deaf ears. 19

Right Targets The “WHO?” of Marketing, not given nearly enough thought…. • Geographic • Geo-Demographic • If B2B, Geo-Industry-Demographic • Affinity • Clientele • Psychographic Benefits of TARGET Marketing….. Less Waste More Efficient Less Competitive Attract EXACTLY The Customers You Want Differentiation Purely From Marketing More Likely To Arrive At Predictable Results 20

Right Message Right Markets Now, we need Media…. What is Media? The means we use to deliver our MESSAGE to the chosen MARKET. Principle#1: Media is where most people start first. Most of the time, media should be considered last. Principle #2: No such thing as “good” or “bad” media Some media more appropriate than others for your purposes 21

Message + Market + Media CAN EQUAL SYSTEM(S) Most business owners’ marketing and most salespeoples’ prospecting consists of RANDOM ACTS…….with unpredictable results. Often success cannot be repeated! You can create Marketing SYSTEMS that are: Repeatable Predictable Controllable Today, just one example….. 22

This example of a System is based on a real estate business strategy Dan “borrowed” and made universally applicable nearly 30 years ago. It is called: FARMING. 1: Identify a small, manageable number / group of good prospects (Market) 2: Design a ‘story’ and an offer attractive to them (Message) 3: Put that in front of them repeatedly, in a short period of time using Direct- Mail (possibly supplemented with other contacts) (Media) Market more comprehensively and intensely to a smaller, selected number so you can have real impact…..instead of spitting in the ocean. Examples of its power: Real Estate Agent: In 5 years: 375 transactions all in one sub-division Financial Advisor: In 3 years, over 80 new clients, over $30-million under management….all from a carefully selected, compiled list of ONLY 410 Presidents of family-owned businesses Restaurant: In 4 months, repeat carry-out/delivery business established with 67 of 180 offices in one office complex 23

1st Sale Value = €10,850 + VAT • John Hayes started using his direct response marketing techniques recently to promote our energy saving solutions to companies in the South East. • We are delighted with results to date. Our sales pipeline is looking extremely healthy, and this was achieved in a very short space of time. • “We can highly recommend John’s approach.........it works” Miriam Grace, Customer Relationship Manager, Energy Saving Programs Ltd. Trading as Enigin Partnership.

“But I’ve Tried Direct-Mail Before…” NOT the way Dan Kennedy teaches doing direct-mail. Let’s look at a classic example…. 24

PROOF – PROOF – PROOF “Dan: at your seminar in Omaha, we learned your 3-letter system, and put it to use to sell our coupon books. We targeted 1,600 local companies. We sent the letters out about 9 days apart. Our response was: Letter#1 7% Letter#2 8% Letter#3 3% …total response: 18%. Sold 3,700 books and had a PROFIT OF $26,000.00. Dan, It Works!” Doug Nielsen, “Big O Book”, Market Innovators 29

A Testimonial from a Client and GKIC Irish Member. • “John Hayes has been working on my business for over 6 months now. In that time we have grown our sales by over 35% despite the downturn. Not only that he has reduced my marketing spend by half…! John has been trained by the best in the world and it shows in his passion and more importantly RESULTS…!!! Thanks John. • Finbarr Malone Excellence Builders Program Newbridge Co. Kildare.

At this point, you SHOULD be saying to yourself….if you are a progressive entrepreneur or sales pro, you WILL be saying to yourself: This is different This is interesting I should investigate, learn more, and see how I might apply Dan Kennedy-Style Marketing in my business, too. How do I get started? And – uh-oh, it’s gotta be expensive. Or, you COULD be saying to yourself, and IF you are a “stuck” businessperson, you will be saying: Interesting, but…. “My business is different” “I don’t have time to become a Master Marketer “I’m set in my ways” “I prefer lighting my house with a bigger candle.” IF YOU’RE IN THE FIRST GROUP, IT’S EASY TO LEARN MORE AND GETTING STARTED IS VIRTUALLY FREE… 30

Dan Kennedy’s Magnetic Marketing Strategies. . . . . . Proven