marekting

Marketing – Do You Follow Like Sheep?

Some of you will know by now that we’ve been be following the famous Dan Kennedy and GKIC for about six years now. They offer so many resources and real life examples of good and bad marketing that they have inspired us to follow our passion and take on this marketing journey.

What’s marketing got to do with sheep?

Today I want to share a recent blog from Dave Dee of GKIC. Dave has a great story about his own business success which he attributes fully to the GKIC way of marketing. He took his business as a failing magician doing three shows a month to averaging over 25 shows a month in less than 90 days. He studied hard, applied the principles of direct response marketing and was so astounded by how well they worked he started teaching other magicians to do the same thing. This led to his current role which is now with GKIC helping others learn and implement the very same principles.

Dave Dee

Have a quick read…. Don’t Believe the Hype. Just Be Yourself…

Don’t you just hate it when you buy something that doesn’t live up to the hype? It makes you feel like you got ripped off, doesn’t it?

I’m a big horror movie fan. Actually I should say a big fan of good horror movies which are, unfortunately, few and far between. For weeks I was psyched to see the new indie film, “It Follows.” The reviews were tremendous and not only from horror sites but from mainstream critics as well.

I settled into my reclining seat with popcorn in hand. (For some reason, I’m powerless to resist popcorn whenever I go to the movies.) I was ready to enjoy 90 minutes of scares but, alas, it was not to be because…

The movie blew chunks. It was horrible.

As I watched this piece of junk, I kept wondering if I was missing something. How could all those critics be wrong?

I had succumbed to the hype. When everyone says it good, it must be, right? Wrong. Oftentimes, the opposite is true – when you follow the crowd, you walk right off the cliff.

Last week, I ranted about gurus, peddling snake oil to entrepreneurs looking for the newest, latest and greatest way to to make money. They build up a lot of hype around product launches and get their buddies to endorse them. If all these other gurus are saying the product is great it must be, right?

(By the way, there’s  nothing wrong with product launches per se. I have orchestrated some of the most successful ones in history. The problem is not the launch process, it’s what’s being sold.)

Another example are B.S. sales “psychologists” touting “non-manipulative” selling. What a crock. It sounds nice and the touchy-feeling crowd loves it but there’s one slight problem: It doesn’t work.

I’m famous for saying, “the difference between persuasion and manipulation is intent.” If your intent is to defraud, you are a con man and should be locked up. If your intent is to help people, then you have an obligation to use all the techniques and strategies you know to close the sale.  And you need to manipulate your audiences emotions to do that.

The late Jim Rohn said, “Don’t be a follower. Be student.” Don’t just blindly believe what someone tells you, including me. You need to try things for yourself and see what works for you – with this important caveat: You need to do what works not necessarily what you like. Remember, successful people are more interested in pleasing results than they are in pleasing methods.

Results are the name of the game.

The new age snake-oil salesman, someone of the slimiest people on the planet, do a “beautiful” job of covering themselves for the lack of results they produce. They simply tell you that it’s your fault. You must have had some negative, sub-conscious thoughts that blocked you from “manifesting” your desires.  Heck, Oprah endorsed them, so that must be the reason, right?

Bottom line: Don’t fall for the hype. Use what works and leave the rest behind.