Dan Kennedy Quotes

For me, I think it was a little easier to write thinking that nobody was listening.

Ultimately, the business that can spend the most to acquire a customer wins.” —Dan Kennedy

I spent a long time writing in obscurity. You'll spend a long time writing in obscurity.

I am told by people all the time that they simply do not have time to read and listen to all the material they have purchased or subscribed to. But time is democratic and just. Everyone has the same amount. When I choose to read with my mid morning coffee break and you choose to blather about trivia with friends, when I choose to study for an hour sitting on my backyard deck at day's end but you choose to watch a TIVO'd American Idol episode, we reveal much. When someone says he does not have the time to apply himself to acquiring the know-how required to create sufficient value for his stated desires, he is a farmer surrounded by ripe fruit and vegetables, whole grains, and a herd of cattle on his own property who dies of starvation, unable to organize his time and discipline himself to eat.

Always enter the conversation already occurring in the customer's mind.

On the TV screen right now, it's 1975, and Jimmy Page is playing like a man who answers to nobody. A man existing in that seductive state of extended adolescence that rock legends bask in, a man connected to something in the universe larger than even the sum total of the legendary Led Zeppelin, playing guitar because that is so clearly what he was put here to do. And it's wrong to expect that kind of divine moment to last forever, and to expect an artist to stay in 1975. Fact is, ten minutes ago I saw the guy onscreen right downstairs, coming off the trading floor of the stock exchange with a banker carrying his guitar cases for him. I sit cross-legged on the floor on a workday staring into my cereal bowl, thinking about how we all change. We all grow up. We all move on, one way or another, whether we want to or not.

Well, here’s the trick about money. The understanding that it is available in unlimited supply and readily replaceable changes everything.

I know the mind, like the parachute, is most valuable open.

We have to match the Republicans not in cynicism, but in strategy and toughness. Like John F. Kennedy, Democrats need to become “idealists without illusions.

The New Psycho-Cybernetics with Maxwell Maltz and Dan Kennedy.

Charge as high a price as you can say out loud without cracking a smile.” ​— ​Dan Kennedy

Do not arrive as an interruption or disruption, attempting to divert your reader's attention from the object it is focused on, fighting to interest him in something different from what he is already, at this moment, interested in. Instead, align yourself with the subjects already possessing his attention, the matters already garnering his interest, the self-talk conversation already occurring in his mind, and the conversations he is already having around the water-cooler at work or at the kitchen table at home with peers, friends, and family.

Our brains become magnetized with the dominating thoughts which we hold in our minds, and, by means with which no man is familiar, these ‘magnets’ attract to us the forces, the people, the circumstances of life which harmonize with the nature of our dominating thoughts.” —NAPOLEON HILL,

The cardinal marketing sin is being boring.

Je suggère que tu mettes de côté une partie des sommes que tu investis à fonds perdus dans l'industrie des boissons alcooliques.

Fears about money inhibit your wealth attraction powers.   Absence of fears about money releases your full wealth attraction power.

The only asset that can be kept safe from every threat and made to appreciate in value year after year is the relationship you have with your customers.

Get a fix on the prospect/customer/client and on his or her desires; failing to do so will undermine all your other efforts.

Envelopes actually addressed by hand often outperform all others in controlled split-tests.

all successful selling is by nature and necessity manipulative, and must apply pressure to get decision and action.

My famous friend and colleague, the great Zig Ziglar, observed that “timid salespeople have skinny kids,” and

another

I Want It All. And I Want It Delivered.

extensive use of books I have written for my target market. Figure 16.4 shows how we place

opportunity cost,

Too often, achievement, accomplishment, ambition is defined as greed. Here’s my clarification: greed is attempting to get something for nothing, to take without exchange.

If you can't manage your time, you won't have to worry about managing your money.

One: No, it’s not. Your business isn’t different. Nor is anybody else

There are three types of people: those who make things happen, those who watch things happen, and those who wonder what happened.

There Will Be Strong Copy

The higher the income, the more the person paid for who they are, rather than what they do.

Here is what I say to the children who are our future: never underestimate how denial and a good old-fashioned mild learning disability can team up to come off as unwavering self-confidence.

Washington” has become for many a dirty word that connotes self-serving politicians and devious lobbyists. To be sure, they are there, but I remember when I first went to work in the city in the wake of the Kennedy assassination, being struck by how populated the government was with young people from every corner of the nation, there to do the right thing and serve their country. I still feel that way whenever I return. Yes, you see ambition, but also idealism and the desire to work hard. You see purpose and patriotism. It is bipartisan. This is a part of Washington that doesn’t get nearly enough attention.

I knew and trusted the company (Vegas World). I liked the product (the Vegas World package). I believed the urgency-building story (only 1,000 Hawaiian vacations available). I found the premium exciting and desirable.

My sales trainer friend, the famous (late) Cavett Robert, said to sell life insurance or cemetery plots, you have to make your customer see the hearse backed up to the door. That may sound a little grisly, but it's true.

Obviously, everybody prefers working with experts. This is especially true as you climb the affluence ladder; the more affluent the customer, the more determined he is to find and conduct business with the most knowledgeable, respected, and celebrated expert, and the more willing he is to travel further away from home, wait longer, do business on your terms, and pay premium fees or prices. But really, everybody prefers dealing with an expert if and when they can.

Create jobs people really want and that good people won’t want to lose. Why should you do all this? Not to be a generous soul. Not to be liked. Not to win some award. So that your bloody axe is feared and you can be fearless in swinging it.

Re. #3: Proof by demonstration is extremely important. I refer you to my “Wealth Magnet #11” (pp. 94–107) in my book No B.S.Wealth Attraction in the New Economy, and a book I coauthored with Chip Kessler, Making Them Believe, for in-depth information.

Technique #1: Intimidation In person-to-person, professional selling, I very quickly learned the value of intimidation, and I consider Robert Ringer's bestselling book Winning Through Intimidation to be one of the most useful business books I've ever read.

You can’t go to the bank and deposit likes, views, retweets, viral explosions, social media conversations, or brand recognition. Bankers are extremely narrow-minded. They won’t even accept vegetables grown in your backyard garden or bitcoin. They want real money.

Today when I was walking down an endless maze of white picket fences back to the train station, a little boy playing in his front yard runs up to the fence and looks at me...looks at me with eyes that take it all in...maybe he will say, 'Start writing. On the train. Tonight. In that gay little journal you carry around with you. It's what you naturally do, ever since the sixth grade, except this time it will be notes for this book. You'll be like a huge 33 year old goony sixth grader with a book deal writing on some lame ass commuter train. Now Go! Go on!' Whatever he says, he will deliver the message that all of us have lost the ability to say in our jaded adult lives. Maybe how our lives finally change but only when it is right for our lives to change. That we are not in control of this thing. I look back at him just before making my turn on the last part of my walk toward the train. It feels like slow motion as he sizes me up that one last time. He opens his mouth and the words come out: 'Hey mister, why dont you have a car?' Oh, man.

One year, on vacation in Hawaii, I was relaxing at a beach, watching whales in the distance, when a fisherman, obviously a local, drove up in his pick-up truck. He got out with a dozen fishing rods. Not one. A dozen. He baited each hook, cast all the lines into the ocean, and set the rods in the sand. Intrigued, I wandered over and asked him for an explanation. “It’s simple,” he said. “I love fish but I hate fishin’. I like eatin’, not catchn’. So I cast out 12 lines. By sunset, some of them will have caught a fish. Never all of ’em. So if I only cast one or two I might go hungry. But 12 is enough so some always catch. Usually there’s enough for me and extras to sell to local restaurants. This way, I live the life I want.” The simple fellow had unwittingly put his finger on a powerful secret. The flaw in most businesses, that keeps them always in desperate need—which suppresses prices—is: too few lines cast in the ocean.

There is a classic sales legend about the hotshot salesman pitching a new home-heating system to a little old lady. He told her everything there was to tell about BTUs, construction, warranties, service, and so on. When he finally shut up, she said, “I have just one question — will this thing keep a little old lady warm?

In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial.

There is usually a time in life when one wakes up wondering where life is leading, the future still a rushing brace of questions and ambition and opportunity. lately for Matthew, waking up feels like one thousand rhetorical questions asked without urgency, in sleepy disbelief. The one currently wedged into the head like something parasitic with spiny little fins or teeth to anchor in with is this: Am I living in a Goddam Steely Dan song?

Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conducting a multiday seminar for her clients — corporate executives and general agents from life insurance companies — about new methods of recruiting agents. Even though the attendees had paid a very high per-person fee to be there, most had traveled great distances, and the subject was of critical importance to them, we both noticed that on breaks, what most of them were talking about was where

Real Estate: A lot like the legal profession, people want an advocate. So they need to know that YOU are in THEIR corner. Real estate is one of those fields where the laws are different everywhere and always changing. The confusion makes it such that the average citizen cannot properly advocate for himself or herself. They need an expert. And while they may say that they want to get a great price, what they REALLY want is an expert in their corner fighting for them. You are really selling that hero.

When I started in real estate, despite high ambition, I was constrained by the same 24 hours as everyone else. My early success came from a grueling schedule, long hours, and the high price of near burn-out. In self-defense, I devised a system that featured direct marketing in place of traditional prospecting plus a highly effective team, with all the non-rainmaker tasks delegated to them. This took me to the top of the profession, twice #1 in RE/MAX worldwide in commissions earned, and 15 years as one of the top agents—working less hours than most. While an active agent, I consistently sold over 500 homes a year, even while starting and developing a second business, training and coaching more millionaire agents than any other coach. Without the inspiration of Dan Kennedy’s direct marketing methods and his extraordinary, extreme time-management philosophy, these achievements simply would not have been possible. LEVERAGING yourself, by media in place of manual labor, and with other people is very intimidating to most real estate agents and to most small businesspeople. It frankly is not easy to get right, but it is the quantum leap that uniquely and simultaneously lifts income and supports a great lifestyle. —CRAIG PROCTOR, CRAIGPROCTOR.COM

Chiropractic: There are obviously a lot of different niches you could serve in this industry. But, let’s say for a moment that you serve the elderly demographic. You might think that they just want to be able to play a little more golf or keep up with their grandkids. Those things might be true and they’ll certainly admit to them. But if you go deeper, you’ll find that they want to be the envy of all of their friends who are falling apart. That’s the secret ego motivation that inspires them to find you. And further, they do NOT want to be put into a nursing home. That’s the secret fear that has them searching for you. Sell them abilities their friends don’t have and you’ll have them eating out of your hand.

Betapa banyaknya ketidakadilan di duni ini. Tidak hanya di Inodnesia tetapi di mana-mana di seluruh dunia. Di Guatemala, di Vietnam, di AS, di Rusia, di Ceko, di Afrika, dll. Seolah-olah dunia ini adalah tumpukan sampah dari nafsu dan ketamakan manusia. Kadang-kadang saya berpikir apakah tidak lebih baik meledakan dunia ini agar supaya semuanya berakhir. Tetapi di samping semua itu kita juga melihat manusia-manusia yang bergulat untuk suatu cita-cita. Sebagian mereka berhasil dan jadi orang terhormat Gandhi, Kennedy, tetapi berjuta-juta tenggelam dalam 'sampah-sampah' dan hilang ditelan waktu. Tetapi yang lebih menyedihkan adalah mereka yang menemui kekecewaan-kekecewaan dan kemudian dipenuhi oleh rasa benci pada lawan-lawannya. Bertekad menghancurkan dunia 'lawan' dan kejam terhadapnya. Semuanya. Saya kira idealis-idealis besar apakah dia communist-facist-black power dan lain-lainnya dibakar oleh suatu cita-cita yang sama. Kemuakan pada kemesum-kemesuman dunia dan cinta pada mereka yang tertindas. Berapakah di antara mereka yang tetap bertahan dalam kegagalan? Saya tak tahu masa depan saya. Sebagai orang yang berhasil? Sebagai orang yang gagal terhadap cita-cita idealisme? Lalu tenggelam dalam waktu dan usia? Sebagai orang yang kecewa dan lalu mencoba menteror dunia? Atau sebagai seorang yang gagal tetapi dengan penuh rasa bangga tetap memandang matahari yang terbit? Saya ingin mencoba mencintai semua. Dan bertahan dalam hidup ini.

If you want waiters in tuxedos with white linen cloths over their arms, menus with unpronounceable words all over them, and high-priced wines served in silver ice buckets when you go out for Italian food, our little restaurant is not the place to come. But if you mostly want good, solid, home-cooked pasta with tasty sauces made with real vegetables and spices by a real Italian Mama and will trade white linen for red-and-white checked plastic tablecloths, you'll like our place just fine. If you're okay with a choice of just two wines, red or white, we'll give you as much of it as you want, from our famous bottomless wine bottle — free with your dinner. This restaurant owner took competitive disadvantages and turned them into a good, solid, “fun” selling story.

My “10 Smart Market Diagnosis and Profiling Questions” What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top three daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical) Do they have their own language? Who else is selling something similar to their product, and how? Who else has tried selling them something similar, and how has that effort failed? So, Step 1 in our system is to analyze thoroughly, understand, and connect with the customer.

I've spent thirty years working with the visualization techniques developed by Dr. Maxwell Maltz, author of the 30-million-copy best-seller Psycho-Cybernetics, and I use those techniques — like “Theater in Your Mind” — to visualize my letter's recipients as living, breathing, thinking, feeling, walking, talking human beings. I visualize their day's experience. How did it start out? What did they do when they first arrived at the office? Do they get their mail presorted? Opened? From an “in” basket? Hand-delivered? When do they get it? Where will they stand or sit when going through it? At that time, what else are they thinking about? Preoccupied with? What do they worry about, complain about, secretly wish for, enjoy? Through this stretch of my own imagination, I try to become one with the recipients of my letter, so I can anticipate their thoughts and reactions.

Tips for Mailings to Sell Professional Services Credibility is critical here. Descriptive items of fact (such as number of years in business, number of clients served, sample client lists, and so on) can all be of tremendous value. However, “believability” is even more important than “credibility.” The facts about your business, such as years in business, clients served, proprietary methods, and so on are important, but not nearly as persuasive as what clients have to say about their real-life experiences with you, benefits realized, and skepticism erased. Facts and credibility only support persuasion. Consider offering a free initial consultation or a free package of informative literature; this may break down barriers of skepticism and mistrust. Answer the question: why should the reader bother? Similarly, you should work at making the intangible benefits of your product tangible. This can be accomplished with before/after photographs, slice-of-life stories, case histories, or other examples. Demonstrate the value!

There’s a story about legendary copywriter Gary Halbert, who once asked a room of aspiring writers, “Imagine you’re opening a hamburger stand on the beach—what do you need most to succeed?” Answers included, “secret sauce,” and “great location” and “quality meat.” Halbert replied, “You missed the most important thing—A STARVING CROWD.” Your job is to find that “starving crowd” who can’t live without what it is you have to offer. What we want to do in terms of targeting is to find good, prospective customers for our business that can be reached affordably, that are likely to buy, that are able to buy, and preferably who already know of us, or are likely to trust us. Once you get this down, and you nail exactly who your slam-dunk customer truly is—the person you absolutely want to do business with over and again—then you’ll be able to make your marketing “magnetic” because you’ll be using words and phrases that’ll attract your target audience. This makes your job much easier, because you can talk to them using language they relate to about what it is they really want.

Suddenly there was someone banging on the sliding glass door behind me; at this stage it was a contest of wills and I refused to even turn around and look. Then he was back banging on the front door. I finally excused myself from the conversation and went to the door to get rid of this guy. He was a passing motorist trying to tell me that the shrubs along my backyard wall were in flames! Suddenly this guy was elevated in status from annoying pest to welcome guest! Clearly, he was on my side: “Get the hose going — I'll call the fire department!” Together we kept the burning shrubbery from setting my whole house on fire. How did he go from pest to welcome guest so quickly? Because he had something to tell me that I instantly recognized as of urgent importance and of great value and benefit to me. In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial.

America’s last step into the Vietnam quagmire came on November 22, 1963, when Lyndon Baines Johnson was sworn in as the thirty-sixth president of the United States. Unlike Kennedy, Johnson was no real veteran. During World War II he used his influence as a congressman to become a naval officer, and, despite an utter lack of military training, he arranged a direct commission as a lieutenant commander. Fully aware that “combat” exposure would make him more electable, the ambitious Johnson managed an appointment to an observation team that was traveling to the Pacific. Once there, he was able to get a seat on a B-26 combat mission near New Guinea. The bomber had to turn back due to mechanical problems and briefly came under attack from Japanese fighters. The pilot got the damaged plane safely back to its base and Johnson left the very next day. This nonevent, which LBJ had absolutely no active part of, turned into his war story. The engine had been “knocked out” by enemy fighters, not simply a routine malfunction; he, LBJ, had been part of a “suicide mission,” not just riding along as baggage. The fabrication grew over time, including, according to LBJ, the nickname of “Raider” Johnson given to him by the awestruck 22nd Bomber Group.

Gimmicks too often fail. Saying something of genuine importance and interest to the recipient usually succeeds. You say it with a headline. Yes, I am well aware that advertising has headlines and letters generally do not. However, successful sales letters do. It can go above the salutation or between the salutation and the body copy. It can be typeset in big, bold type while the rest of the letter has a typewritten look. Or it can be put in a “Johnson box,” a device presumably named after an inventor named Johnson, that looks like the one in the letter in Exhibit #8. What your headline says and how it says it are absolutely critical. You might compare it to the door-to-door salesperson wedging a foot in the door, buying just enough time to deliver one or two sentences that will melt resistance, create interest, and elevate his or her status from annoying pest to welcome guest; you've got just about the same length of time, the same opportunity. Exhibit #8 Johnson Box September 12, 2005 Mr. Horace Buyer President ACME Co. 123 Business Street City, State, Zip Dear Mr. Buyer: * * * * * * * * * * * * * * * * * * * * Your headline goes here. * * * * * * * * * * * * * * * * * * * * Body copy begins here and continues normal letter format.

How I Turned a Troubled Company into a Personal Fortune. How to ________ This is a simple, straightforward headline structure that works with any desirable benefit. “How to” are two of the most powerful words you can use in a headline. Examples: How to Collect from Social Security at Any Age. How to Win Friends and Influence People. How to Improve Telemarketers' Productivity — for Just $19.95. Secrets Of ________ The word secrets works well in headlines. Examples: Secrets of a Madison Ave. Maverick — “Contrarian Advertising.” Secrets of Four Champion Golfers. Thousands (Hundreds, Millions) Now ________ Even Though They ________ This is a “plural” version of the very first structure demonstrated in this collection of winning headlines. Examples: Thousands Now Play Even Though They Have “Clumsy Fingers.” Two Million People Owe Their Health to This Idea Even Though They Laughed at It. 138,000 Members of Your Profession Receive a Check from Us Every Month Even Though They Once Threw This Letter into the Wastebasket Warning: ________ Warning is a powerful, attention-getting word and can usually work for a headline tied to any sales letter using a problem-solution copy theme. Examples: Warning: Two-Thirds of the Middle Managers in Your Industry Will Lose Their Jobs in the Next 36 Months. Warning: Your “Corporate Shield” May Be Made of Tissue Paper — 9 Ways You Can Be Held Personally Liable for Your Business's Debts, Losses, or Lawsuits Give Me ________ and I'll ________ This structure simplifies the gist of any sales message: a promise. It truly telegraphs your offer, and if your offer is clear and good, this may be your best strategy. Examples: Give Me 5 Days and I'll Give You a Magnetic Personality. Give Me Just 1 Hour a Day and I'll Have You Speaking French Like “Pierre” in 1 Month. Give Me a Chance to Ask Seven Questions and I'll Prove You Are Wasting a Small Fortune on Your Advertising. ________ ways to ________ This is just the “how to” headline enhanced with an intriguing specific number. Examples: 101 Ways to Increase New Patient Flow. 17 Ways to Slash Your Equipment Maintenance Costs. Many of these example headlines are classics from very successful books, advertisements, sales letters, and brochures, obtained from a number of research sources. Some are from my own sales letters. Some were created for this book.

people, and pets. Always include a caption. Screen Tints — Use screen tints to draw attention to specific areas of copy. This gives the appearance of more than one color when doing one-color printing. Use light backgrounds for maximum readability. Short Words, Sentences, and Paragraphs — Short. Delivers. Punch. Short grabs attention, helps keep the reader reading, and effectively breaks up long copy. Sidebars — Sidebars help hold together — and differentiate — blocks of copy. They are excellent for case studies, testimonials, and product highlights. Simulated Hand-Drawn Doodles — A.k.a. CopyDoodles®. Simulated hand-drawn doodles help draw the reader's eyes to important areas of your copy, add variety and interest to the eye and brain, and create a more personal reading experience. Simulated Handwritten Margin Notes — These

techniques 2 ========== The Ultimate Sales Letter: Attract New Customers. Boost your Sales. (Kennedy, Dan S.) - Your Highlight at location 1622-1630 | Added on Friday, 15 August 2014 10:09:51 illustrations, graphics, charts, and photos to help set them apart. CAPITALIZATION — Use capitalization to set off a single (or two or three) word(s) which need extra emphasis. Use sparingly, since oftentimes it's perceived as “shouting.” Captions — These should always be used under illustrations, graphics, charts, and photos, because captions are one of the most often read Copy Cosmetic enhancements when placed next to an

Les anonymes (R.J. Ellory) - Votre surlignement sur la page 565 | emplacement 8658-8662 | Ajouté le lundi 12 janvier 2015 00:23:27 s’empara de nouveau de sa liste, cette feuille de papier qui dévoilait un paysage plus horrible que tout ce qu’il aurait pu imaginer. Des dizaines d’initiales et de dates d’assassinats derrière lesquelles il avait du mal à déceler un seul et unique mobile. Pourtant, ça s’était déjà vu dans le passé. La mort de soixante-quatre témoins essentiels après l’assassinat de John Kennedy. Des accidents de voiture. Des chutes malencontreuses. Des suicides. Des crises cardiaques. Le tout en l’espace de dix-huit mois. Or voilà qu’il se retrouvait face à une affaire d’une ampleur similaire. ==========

For most people, “buy term insurance and invest the difference” ends up being “buy term and spend the difference.”   “Most people’s egos prefer THEIR facts to THE facts.” —Dan Kennedy, marketing guru and author

As an ethical, moral person, you probably think—“hey, I don’t want more than my fair share.” But that reveals belief that wealth is limited. If you believe wealth is unlimited, there’s no such thing as a share of it. Everybody’s share is unlimited. There’s nothing to have a share of. There’s only unlimited. Your fair share is all you can possibly attract. As is anybody and everybody else’s.

Money doesn’t have a conscience. It’s paper. That’s all it is. It’s just paper. It’s not significantly different than the paper that’s in your book. It’s green and it’s got some kind of woven crap in it so that, theoretically, we can’t counterfeit it. But it’s paper. It doesn’t know if you’re a priest or a pornographer. Look, it’s paper. That’s all it is. Nothing less. It’s just paper. It doesn’t have a conscience, it doesn’t know what you are, doesn’t know what you do, doesn’t care. It just moves around. That’s all.

Aware of Nixon’s propensity for perspiration, Kennedy’s handlers cranked up the thermostat in the television studio for hours before the debate began.

There is a link between respect for others’ time and respect for others’ opinions, property, rights, other kinds of agreements, and contracts. A person reveals a great deal about himself by his punctuality or lack of punctuality. So, as a general rule of thumb, I use this as a means of determining whether or not I want to do business with someone, and when I violate this, as I occasionally foolishly do, I always get burned.

Note 3. Livres. £ s. d. Travaux de charité pour subvenir au manque de travail à Paris et dans les provinces 3,866,920 — 161,121 13 4 Destruction de vagabondage et de la mendicitéLivres. £ s.d.1,671,417 — 69,642 7 6 Primes pour l’importation de grains 5,671,907 — 236,329 9 2 Depenses relatives aux subsistances, déduction fait des récouvrements qui ont eu lieu

En el año 2000, el experto en marketing directo Dan S. Kennedy, publicó el libro La carta de ventas definitiva (The Ultimate Sales Letter) donde se atribuía una de las fórmulas más utilizadas en los textos persuasivos modernos, la fórmula PAS.

Fill-In-the-Blank Headlines with Examples They Didn't Think I Could ________, but I Did. This headline works well for many reasons, including our natural tendency to root for the underdog. We're fascinated with stories of people who overcome great obstacles and others' ridicule to achieve success. When this headline refers to something you have thought about doing, but talked yourself out of, you'll want to know if the successful person shared your doubt or fear or handicap. Examples: They Laughed When I Sat Down at the Piano — but Not When I Started to Play! They Grinned When the Waiter Spoke to Me in French — but Their Laughter Changed to Amazement at My Reply! Who Else Wants ________? I like this type of headline because of its strong implication that a lot of other people know something the reader doesn't. Examples: Who Else Wants a Hollywood Actress' Figure? Who Else Needs an Extra Hour Every Day? How ________ Made Me ________ This headline introduces a first-person story. People love stories and are remarkably interested in other people. This headline structure seems to work best with dramatic differences. Examples: How a “Fool Stunt” Made Me a Star Salesman. How a Simple Idea Made Me “Plant Manager of the Year.” How Relocating to Tennessee Saved Our Company $1 Million a Year Are You ________? The question headline is used to grab attention by challenging, provoking, or arousing curiosity. Examples: Are You Ashamed of the Smells in Your House? Are You Prepared for the Next Stock Market Crash? How I ________ Very much like How ________ Made Me ________, this headline introduces a first-person story. The strength of the benefit at the end, obviously, controls its success. Examples: How I Raised Myself from Failure to Success in Selling. How I Retired at Age 40 — With a Guaranteed Income for Life.

Remember that photographs outperform drawings and illustrations.

Another client, a trade school, requires prospective students to furnish letters of reference.

These five applications of Intimidation Technique are part of a broader context I teach as Takeaway Selling. It does what its name suggests: show the prospect something interesting, appealing, or desirable, then snatch it away and have it play hard to get. To extreme, it can actually reverse roles, so the buyer winds up selling the seller on why he should be permitted to buy.

write for the buyer, not the nonbuyer. Real prospects are hungry for information.

Jerry's an extremely astute marketer who has enjoyed enormous success doing something that is generally difficult to do; becoming a respected, sought-after coach, consultant, and guru to a profession he's never been a part of. It's far more common for the guru to have come up through the same industry, to have been where his students and clients are.

Acquiring a deep understanding of the target customer should not be short-changed — by anyone writing sales copy, at any time, for any purpose. As I was writing this edition of this book, I was writing copy for a long-time client, the Guthy-Renker Corporation, for their hugely successful Proactiv® brand of acne products. There are three different people to talk to about this — the teen sufferer, the teen's mom, and playing the odds, the adult female sufferer. This had me reading past and current issues of nearly a hundred magazines, including all the teen and preteen magazines, all the mom magazines, and all the women's magazines, having copious online research done for me, doing “conversational research” directly with people in all three groups, and even hiring a dozen freelance readers — teens, parents of teens, and young women — to critique my copy. Also, as I was writing this edition of this book, I began work on copy aimed at highly successful, professional financial and investment advisors, financial planners, and top-performing life insurance and annuities agents, which required a similar investment of time and energy in crawling inside their psyche, tribal language, daily experiences. Freelance writers worth their salt know they must do this sort of thing, and do. The danger for the business owner writing copy for himself and for his own business is ingrained assumption — encouraging shortcutting or altogether neglecting this step. The only sure way to keep your own accumulated but untested opinions and beliefs about your customers from sabotaging your sales letters is to start anew, from scratch, and to engage in getting to know the customers just as if you were arriving to write for them for the first time, with no foreknowledge.

People do not buy things for what they are; they buy things for what they do.

I'll give you an actual example. Pamela Yellen, the CEO of the Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conducting a multiday seminar for her clients — corporate executives and general agents from life insurance companies — about new methods of recruiting agents. Even though the attendees had paid a very high per-person fee to be there, most had traveled great distances, and the subject was of critical importance to them, we both noticed that on breaks, what most of them were talking about was where they were going to go play golf that evening when the seminar let out, the next morning before it started, or the day afterward. Both Pamela and I made note of how important it was to these clients of hers to get out on the golf course. This led to one of the most unusual ads Pamela has ever written and run in her own industry's trade journals, with the headline: “Puts Recruiting on Autopilot So You Can Go Play Golf!” The entire ad is reproduced on the following page, Exhibit #3. As you'll see, it sold the system we devised for insurance agent recruiting, but it did so circuitously, by emphasizing the hidden benefit: you'll get the job done with less time invested, so you can spend more time on the golf course.

Many use an “application process” to make people qualify to buy. But none of them have gone to the extremes one did. At various times, he required prospective purchasers to listen to seven hours of introductory material and sign an official-looking affidavit attesting that they had done so before they were permitted to buy.

We are very particular about the people we select as business associates, so you're welcome to write or call for the free information kit, but don't get your hopes up just yet! Read everything thoroughly. Then, if you think you can qualify, you'll have to complete a detailed questionnaire, which will be reviewed by our Advisory Committee. Only if you are approved at that stage will you be invited to come to the home office for a personal interview.

One of the simplest ways to strengthen a headline is attachment of a Flag. The Flag is brief, as brief as a single word, stuck on the front of the headline, to reach out and grab the attention of certain specific prospects, by telegraphing that the message is specifically for them. This puts the “who is this for?” ahead of what is being advertised and sold. Here are examples of successful generic headlines with different kinds of flags attached. Headlines Before Attaching Flags Corns Gone in 5 Days or Money Back Guaranteed Weight Loss Up to 15 Pounds First 15 Days — With No Exercise How to Have Eager Prospects Calling and Begging for Next-Day Appointments 28 Days to Healthier Gums Headlines After Adding a Who-Is-This-For? Flag Waiters and Waitresses on Your Feet for Hours: Corns Gone In 5 Days or Money Back Disappointed Dieters: Guaranteed Weight Loss Up to 15 Pounds First 15 Days — with No Exercise Annuity Agents: How to Have Eager Prospects Calling and Begging for Next-Day Appointments Seniors: 28 Days to Healthier Gums Another form of flagging is to focus on the “ill to be cured” or “problem to be solved.” This is usually best done by posing a question, as in these examples: Same Headlines After Adding a Problem Flag Foot Pain? Corns Gone in 5 Days or Money Back Embarrassing Belly Bulge? Guaranteed Weight Loss Up to 15 Pounds First 15 Days — with No Exercise No One to Sell to? How to Have Eager Prospects Calling and Begging for Next-Day Appointments Blood on Your Toothbrush? 28 Days to Healthier Gums

I've been a marketing director for nearly ten years. I know quite a bit. My promotions pulled results; bosses and clients loved me. But I was not aware of how much I didn't know! If Dan Kennedy required my next-born child in exchange for the information he has given, I'd pay to have a reversal of my tubal ligation.” — Bridget Campbell Marketing Director, Idaho

The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person.

How an Outsider Becomes an Insider Here's a letter I got from my Platinum Member, Jerry Jones, president of a direct marketing and coaching company providing services to dentists nationwide: “Back in 1997, after about two months of owning this business, I read the ‘10 Smart Questions’ in this chapter. The list exposed my biggest handicap in marketing to dentists: not being one of them. Because I'm not the customer in my niche, I have had to work hard at understanding what motivates them, keeps them awake at night, what the current desirable carrot is to them. Here are six things I do to stay in that frame of mind. And I'm apparently managing to do it, because I am frequently accused of being a dentist! I read every industry publication every month. I visit websites that host discussion forums for dentists. I subscribe to e-mail groups where only dentists communicate back and forth. I attend industry functions, conventions, seminars, and trade shows. I ‘play prospect’ with other product and service providers to dentists. I routinely ‘mastermind’ with dentists and with other marketers and vendors who provide services to the profession. I think this is so important that I even invested in three dental practices to get more firsthand understanding and to have laboratories to test my new strategies, ideas, direct-mail campaigns, and products.

Exhibit #2 ________ Director of Marketing Dear ________: Special, highly effective TV exposure at half the ordinary cost, even a smaller fraction of the ordinary cost — even free! Yes, it is possible. Our annual ARTHRITIS FOUNDATION TELETHON has moved to CHANNEL 10 (Phoenix' CBS affiliate), and we are offering an expanded, more flexible, more creative range of Sponsor Opportunities to businesses of all sizes in the valley. Many corporate sponsors last year actually participated spending little or no money — the funds were raised through fundraising events or promotions involving their employees or customers. For example, one major corporation used several Employee Promotions, and raised over $50,000.00. A small company used a Bowl-A-Thon with their employees, employees' family members, and friends, and raised $5,000.00. Both received excellent exposure on the Telethon. AND THIS YEAR, THE OPPORTUNITIES ARE EVEN GREATER.

There are many different Sponsor Programs available including several that give you a competition-free exclusive position. Sponsors are needed for each hour for the phone banks; for the Interview Area, where guests are interviewed by celebrity hosts; for table banners; and much more. There are even a few 1 and 2 minute Video Presentation Opportunities (company exposure) available. In all cases, representatives of your firm come on the show for you, your people, and your products. We will also assist you every step of the way with your employee fundraising event or other promotion, to raise the funds for your sponsorship. There really is no good reason not to participate. As a sponsor, you'll be showing your concern for the community, in connection with a situation that, at one time or another, will affect over 35% of all families! Arthritis is one of the most common, frustrating, debilitating diseases. It is understandably of great concern to a great many people. Also, the Arthritis Foundation has an excellent track record in terms of appropriate use of funds for research and education (rather than organizational overhead). We believe that real cures for arthritis are just around the corner; you can help get us there! With our Telethon on Channel 10, we will benefit from their superior production capability, involvement of their popular celebrities, and advance promotional opportunities. Our Telethon will be on for several hours immediately before and again immediately after an NBA Basketball Game, which we believe will increase our viewership. And, of course, we're mixing our live, local show with a “feed” from the National Telethon, featuring major Hollywood entertainers. Everything points to our highest, most responsive viewership ever! You'll be in good company, too, with local and national sponsors like: Thrifty, Sears, Allstate, Greyhound, Prudential, and Procter & Gamble. To summarize, you have an opportunity to … Help a good, worthy cause Gain valuable TV exposure and publicity Get all the benefits with little or no money out of your present budget — we'll work with your employees to raise the funds! Possibly have exclusive position, if you act quickly Have complete, step-by-step assistance from our staff Why not give me a call; let's arrange a meeting where I can personally explain the different “standard opportunities” available and then “brainstorm” with you about the best way for your business to participate. There's no obligation, of course, and certainly no pressure, but, together, we just may figure out the perfect situation for your business. Thank you for you consideration, Joel L. Beck Telethon Chairman for the Arthritis Foundation JLB/va _______ Letter reprinted with permission of Dan Kennedy (writer) and Joel Beck, former telethon chairman, Arizona.

When the angry jerking about and spitting stops, the serenity starts.

You take refuge in pets, and then there are pets that you love more than you thought you could, and the years go by fast, and suddenly you're standing there watching as they don't die quickly from the injection like the vet assured you they would. And you stand there feeling like once again you're screwing up the bigger plan that something up there must have, trying to snuff this innocent thing out quietly and quickly because of what happened inside of its liver, heart, and kidneys; because they said there would be only painful weeks left anyway; weeks of more breakdown and bad cell division, bleeding, dehydration; you couldn't stand seeing the pain, the blood coming up again, and innocent eyes full of confusion and so you said yes. You think you're being strong again, you agree, you bring her in, one quick little tiny sting and then it's off to sleep in heaven, if animals can get in. The paw is shaved, the little sting happens, you put her favorite toy down next to the cold, clear, thin hose full of a drip of who knows, the hose that has no idea what it's really doing today, the tube you keep second-guessing. But, go, just go, just go, just do this, fuck, nobody's ever going to explain it, do it, do it, do it. And suddenly she's full of life again, looking at you like you've made yet another mistake on this planet, how the fuck did this happen, how does any of it happen, cats, dogs, babies, parents, all turned to fucking angels living in a place you aren't even sure you believe in.

You

Control

lone gunman acting entirely on his own had assassinated the president from over 250 feet away and then been murdered while in police custody by another lone gunman who simply walked into the police station.

write for the buyer, not the nonbuyer. Real prospects are hungry for information. I

Richard often uses an actual negotiation with a contractor fixing his home as an example to illustrate complex real-world negotiations like the Iran nuclear deal. As Alice Heath, a PhD student at the Harvard Kennedy School and a multi-year teaching fellow with Richard says: “Big policy problems are often similar in structure to “smaller” problems that we face every day. The main difference is the number of people impacted. But if we see the analogue to an everyday example, we will be able to really understand the problem and then apply our intuition to the bigger problem.

Collier understood and preached this swim-with-current-rather-than-against strategy. Do not arrive as an interruption or disruption, attempting to divert your reader's attention from the object it is focused on, fighting to interest him in something different from what he is already, at this moment, interested in. Instead, align yourself with the subjects already possessing his attention, the matters already garnering his interest, the self-talk conversation already occurring in his mind, and the conversations he is already having around the water-cooler at work or at the kitchen table at home with peers, friends, and family. About this, Collier wrote: “Study your reader first — your product second…. The reader of your letter wants certain things and the desire for them is, consciously or unconsciously, the dominant idea in his mind all the time. He is also engaged by the news or events or public conversations of the day. Put yourself in his place. If you were deep in discussion with a friend over some matter and a stranger came up and said: ‘Mister, I have a fine coat I want to sell you!’ — what would you do? The same thing happens when you approach a man by mail. He is in discussion with himself. If you just butt in, will you be welcome? How would you do it if approaching him and his friend in person? You'd listen and get the trend of the conversation. Then, when you chimed in, it would be with a remark on a related subject. Then you could gradually bring the talk around logically to the point you wanted to discuss. Study your reader. Know what interests him. Listen to the conversation he is already having with himself. Enter where he already is.” There are some obvious, perennially occurring attention dominators, such as seasons and holidays, and linking to these — regardless of whether your business naturally links or not — can be extremely helpful. You need not be a florist, jeweler, or restaurant to utilize Valentine's Day, for example. Beyond that, and deeper than that, every customer group has some shared item on their minds. Know it. Start your conversation with them with it. And be sure to take advantage of one of the great advantages of today's online media, including e-mail, blogs, and social media sites — being day to day, even hour by hour, timely. You can link a marketing message to world or local, financial, or cultural news of the moment — and you should.

Xiaochen Fu is one of Richard’s former students at the Kennedy School and now a manager at the Bank of China. When she worked at Agricultural Bank of China, the third largest bank worldwide, she used this maxim to help the bank make its transition to the digital era. At a time when clients were increasingly using smartphones to conduct banking transactions, her bank still had more than 300,000 staff working at 25,000 branches around the country. Some branches found that fewer and fewer clients came in person. She and her staff were struggling to decide how they should adjust the number and location of their branches. “Then I remembered Professor Zeckhauser’s maxim. To find the extreme case, we went through regulations and procedures for all the services provided by a full-function bank branch, in order to identify which services would be very difficult or impossible to deliver online. (For example, the government forbids third-party couriers to deliver physical gold, so clients who want to buy physical gold products must go to branches.) After finding all such services, and considering the needs and preferences of clients served at different branches (for example, senior clients and rural area clients still prefer face-to-face financial services), it became much clearer which branches should be closed, and which ones should be saved. The planning project proved to be cost-efficient, and allowed the bank to adapt to the digital age and better meet the needs of our clients. I reckon that the maxim gave me not only the tools but also the courage to deal with such complicated conditions.” Xiaochen’s account identifies two critical benefits a maxim may bring. It can help you focus on how to approach a problem, and it can give you the courage to take action when you determine the best decision. This is true for many other maxims in this book.

Rob Stavins, a colleague of Richard’s at the Harvard Kennedy School for more than thirty years, summarizes this maxim well: “One of my greatest frustrations when reading the newspaper is when someone explicitly or implicitly judges the quality of a decision on the basis of its outcomes, rather than judging the quality of the decision in the context of information that was available at the time. A related pet peeve is when politicians and others claim that an improved economy, or decreased pollutant emissions, or some other raw change, is evidence of a policy success. The comparison that ought to be made is not how things have changed from time A to time B, but rather how things are at time B, compared with how they would have been without the policy.

Alice Heath, a student of Richard’s at the Harvard Kennedy School and one of his current teaching assistants, experienced this maxim very clearly when she started working with state child welfare agencies, whose mission is to prevent child abuse and neglect. The children and families they work with face very tough circumstances. Unfortunately, there is often no policy choice that a child welfare agency’s leadership can make that is likely to completely prevent abuse or neglect. “Completely preventing abuse or neglect would likely require draconian measures that would not be good for anyone. The best an agency can do is make the choice that has a higher probability of a better outcome relative to the other choices. Even with the best decisions there will still, sadly, be a high chance that some children suffer abuse and neglect. I have seen state legislators and commentators fail to understand this idea over and over, reading every tragic incident as a decision-making failure rather than the result of a set of choices where the best option is not a good option. As a result, state child welfare directors too often have very short terms and agencies lack stable leadership, which only makes things worse for the children and families who need help.

entrepreneurial success and wealth creation, as well as wealth attraction, requires a willingness to risk and experience failure, and the emotional resiliency to recover from it quickly, decisively, passionately, and persistently.

Merck maintained it had not tested either vaccine against an inert placebo in pre-approval trials, so no one could scientifically predict if the vaccines would avert more injuries or cancers than they would cause. Nevertheless, the sister FDA panel, VRBPAC, approved Gardasil—to prevent cervical cancer—without requiring proof that the vaccine prevented any sort of cancer, and despite strong evidence from Merck’s clinical trial that Gardasil could dramatically raise risks of cancer and autoimmunity in some girls.82 ACIP, nevertheless, effectively mandated both jabs. Gardasil would be the most expensive vaccine in history, costing patients $420 for the three-jab series and generating revenues of over $1 billion annually for Merck.83 That year, nine of the thirteen ACIP panel members and their institutions collectively received over $1.6 billion of grant money from NIH and NIAID. Systemic Conflicts of Interest Pharma and Dr. Fauci similarly rig virtually all the critical drug approval panels using this strategy of populating them with PIs who, bound by financial fealty to Pharma and NIAID funders, reliably approve virtually every new drug upon which they deliberate—with or without safety studies. From 1999 to 2000, Government Oversight Committee (GOC) Chairman Republican Congressman Dan Burton investigated the systemic corruption of these panels during two years of intense investigations and hearings. According to Burton, “CDC routinely allows scientists with blatant

What Excuse Do You Make When Asked for Your Fax Number — and You Haven't Got One? Can you afford to appear “behind the times” to your clients, customers, vendors, and associates? Or is it important to you to be perceived as successful, savvy, in tune with the trends leading the American business scene?