A Lesson in ‘New Economy’ Business Marketing From The ‘Other’ Dan

After a marathon journey yesterday, today Daniel and I were privileged to witness a true marketing genius (and personal ‘hero’) at close hand, live and in person at the Glazer Kennedy 2010 Superconference in Dallas, Texas.

‘The Other Dan’ (as we call him…) is directly responsible for creating more wealth and prosperity amongst small business owners in the last 30 years than anybody else I know of. Over 2.5 million people have seen Dan share his principles of ‘Magnetic Marketing’ in person – and he is the inspiration behind the ‘how to be successful’ niche-business ‘gurus’ in over 150 different market sectors.

In short, the man is an inspiration to millions, and if you have any interest in creating a predictable and sustainably profitable business you NEED to read any of Dan’s books and especially his new Advanced Magnetic Marketing principles for 2009.

Here’s the skinny…

If you become a serious student and implementer of Kennedy-style Marketing for your business then, quite simply, you can achieve all the success you desire. Being successful requires work (which is already an issue for many people) but is ENTIRELY predictable if you simply ‘follow the blueprint…’

Here are 5 Principles of Magnetic Marketing to get you started on your journey…

1. Target Selection. The more you ‘tightly target’ your prospect, the better.

2. Magnetic Messages. Create ‘narrow and specific’ messages that talk directly to these micro prospect segments.

3. Message delivery. Use Multi-step and Multi-media to speak to your prospect.

4. Make your prospects take multiple steps in the order process. Delaying the order process better prepares the prospect for your sale – to everyone’s benefit.

5. Make sure you are selling in a ‘competitive vacuum’. Engineer the position where you are the only supplier of the solution your prospect needs and your conversion rate will move from 1% to 90% (real-world figures for Dan’s campaigns)

Does this require work?? Of course!  But ask yourself this question…

What’s the implication of NOT doing this and therefore constantly STRUGGLING to get maximum lifetime customer value and a reliable process for generating new business?

If you were in business in 2004/5 you may well have been successful because as Dan says, money then was literally ‘flowing uphill’ i.e. people would spend money on almost ANYTHING that wasn’t ‘tied down’…

In 2010 the world is a VASTLY different place. Today’s consumers are far more cautious and careful before making even the smallest investments in products and services. I know I am, how about you?

The ONLY way to be successful in this environment of scepticism and caution is to PRACTICE PROPER MARKETING…

NOT Brand building….

NOT trying to appeal to ‘everyone’…

NOT constantly seeking ‘new customers’ while ignoring existing ones…

Are you guilty of this in your marketing? Then its time to get SMART!

Watch out for more updates soon…

Tags: dan kennedy, marketing