Dan Kennedy’s “Phenomenon”

Subscribe

 Print This

How to accomplish more in the next 12 months than you have in the last 12 years…

Pretty strong title, eh?  If you don’t know who Dan Kennedy is, than I strongly suggest you go look him up.  He’s an absolute marketing genius, and he’s written several books and authors a great monthly newsletter with tips and techniques to help grow your business.

Following are some highlights from a recent visit Dan made to Central Florida.

“Everyone gets good & bad bounces…if you’re playing the whole game waiting on the good bounce, you’re not really playing the game very well, are you?” (sounds a lot like our industry, doesn’t it?  for many years we only had “good bounces” and even an idiot could make money, but now that the market has thrown us some “bad bounces” we’re seeing only the good players able to succeed in the current real estate game)

Module 1:  Foundations.  You must model what others are successfully doing.  You must move fast, and don’t wait!  Even if your store burns down, you can still market for when it reopens!  And your resourcefulness is more important that your resources (when someone says no, don’t take no for an answer, ask how CAN you get it done?)

Module 2: Triggers.  You must have a sound means of making money and be ready to change if what you’re doing is not working.  Make sure you are “making deposits” in both your present bank and your future bank (this means to plan and invest in the/your future through education and building your skills and business AND work on today’s income needs).  You should always have multiple streams of income…max of 20-25% should come from any one stream.  How you behave is most important…go implement now.  START NOW!

Module 3:  Marketing.  Marketing is the root of everything you do.  Do it fast and do it well.  Expansion (fast) vs. Growth (slow).  Systems vs. Random Acts (which do you have?).  And: Direct Response Marketing is the ultimate competitive advantage to the user.

Module 4: Liberation.  Break free from the work/money link.  Stop trading hours for dollars and figure out how to leverage your time.  Outsource what can be outsourced.  Labor vs. Leverage.  Break free from the price/product link.  Price is governed by WHO is buying and selling and how it is sold, NOT just what is sold.  Give people a “deluxe” or upgraded option, they will take it 20% of the time.

I know these notes may not make total sense to you (although if you’ve been reading my emails for any length of time, it probably looks a little familiar!)  Go back and read it again, very slowly, and see if it sinks in the second time.

To sum up, ask yourself 3 questions:

1)  Where are you at now?
2)  Where do you want to get to?
3)  What’s it worth to you?

If you can find out these 3 answers from your clients… you can sell to them every time!

Happy Marketing!