You’ve probably heard the name. You may have studied his strategies for hours (like me)…or maybe you’ve never heard of him at all. Dan Kennedy was widely considered the world’s leading expert in marketing. His expertise transcended genres. He made many many millionaires using print media and digital marketing. The world’s leading marketers were paying him upwards of $20,000 a day for his assistance! Last year Dan passed away. However, luckily for us he left behind a wealth of info that is still changing people’s lives today. Today we are going to learn Dan Kennedy’s Essential Truths of Internet Marketing. Get your notebooks ready! These are the proven tactics from the world’s most proven expert!
New Media Doesn’t Change Old Media
Now I know what you may be thinking…”Media is constantly changing!” While that may be true, the concept is true that media doesn’t really change. Email is still email. Web pages are still web pages. Print media is still print media. Radio hasn’t really changed all that much either. I believe this is a foundational sticking point that many people in the digital marketing world seem to miss. Everyone seems to always looking for or promoting the “new great thing” in advertising methods.
So, while there are new and exciting means of getting our content in front of our customers; the concepts we use in these potentially new mediums are still the same. Marketing is still marketing. We may get better at it as we go, but the basic principles never change. Therefore learning from someone like Dan Kennedy who has been around for decades is an extremely powerful and smart tool to have in your toolbox! Dan believed the only time any new media destroyed an older media was when movies went from silent movies to movies with sound. All other media has stood the test of time.
******Key takeaway^^..email marketing will not be replaced any time soon!
You Don’t Need to Be an Expert at Everything
Dan tells a story about having a meeting with a Microsoft executive. He was with a group of heavy hitters in the direct marketing field. This guy filled up 4 walls with diagrams on how the tubes in the tv work. After about 15 minutes of them stands up and says “Kennedy doesn’t know how a lumber mill works either”. So what’s the point here?
Marketers who run ads in newspapers and magazines don’t know how the paper is made that the ads are printed on. In the same way, the ones running ads in tv didn’t need to know how the tvs worked. They could spend a whole lot of time learning how a tv worked, but then what? How would knowing how the picture shows up on a tv help you create a tv ad? Simply put, it wouldn’t! They simply needed to know how to create ads that worked the best on the tv.
******Key takeway^^..Don’t waste all your time learning how the internet works. You don’t have to be an SEO expert, a WordPress expert, a lead funnel expert, an email campaign expert and a marketing expert all in one to succeed. In fact, if you spend all your time learning these things, you’ll never spend enough time truly solving the needs of your perfect customer, and therefore going broke. Let the experts in those fields be the experts. Use their apps or services when possible. Services like GetResponse autoresponder will drastically reduce your learning curve in these areas as you rely on their already set up programs where you can just plug and play what you want into it…streamlining your process and allowing you to focus more on your products and services.
Direct Response Websites
It may seem obvious, but Dan defines this as a website that MUST function in a way that creates a direct response. The direct response here being whatever action you want the visitor of the website to take (ie. join email list, purchase product, join a webinar etc). Your website MUST be designed in a way that the entire function of the website is to point them in this direction. Everything the eye follows must be directed to the end goal. Completion of the desired action.
In the same way, do NOT engineer a site that interferes or distracts from the direct response completion act. What this means is don’t create a site with random videos, irrelevant ads, side bars that draw focus away from the goal and pictures that aren’t leading visitors to where you want them to go. Don’t pretend to know what the visitor wants. Guide them to make the choice you have designed for them to make. Henry Ford put it this way “If I had asked people what they wanted (when he ventured to create the automobile), they would have said ‘faster horses!’ ”
******Key Takeaway^^.. Don’t give visitors to your direct response site a distraction of faster horses. Design every part of your site to direct them towards buying your automobile (or whatever action you have you had in mind when creating your direct response site)
Finally, the #1 Mistake in Digital Marketing
According to Dan, the number 1 mistake most people make is underestimating the difficulty of the task. Now don’t let that scare you! This isn’t to say how hard it is to make digital marketing work. What this really implies is that most digital marketers are lazy. They don’t bother taking the needed time to focus on the small details of their marketing campaigns.
Dan compares it to print media. When ads are placed in a newspaper or a magazine, there is very limited amount of space in which a marketer has to work with to get their message across, create a sense of urgency or scarcity, connect with the reader, present a problem they are having and provide them with a solution. In this setting, every single square inch of their ads are vitally important to their success. They are paying for each square inch they are using so every tiny spot they pay for must be meticulously planned out to maximize their effectiveness.
In the internet world, webpage space is endless and cheap. Anyone can create a website and throw up an ad without much time or effort. However….if you want to be truly successful, don’t take the lazy approach. Just like everything else in life, if you want to truly succeed; you need to invest in your work. Learn how to create pages that have buyers practically begging you to let them buy your products…and learn how to direct them exactly where they need to go to get it with no other distractions.
READY TO PUT THESE THEORIES TO PRACTICE? APPLY THEM WHILE LEARNING HOW TO SMASH YOUR MARKETING CAMPAIGNS HERE!
the above info can be found in an interview Dan did a few years back, you can find it here
When I first started studying marketing, I always heard about how I needed to “define my perfect customer”. It was a strange concept to me. How could I know what someone else wants? How would I even figure out WHO is supposed to be my perfect customer? Well, along the way I finally figured out HOW to go about this process , WHY it mattered and what the important aspects to look for are. Let’s learn how to “Define Your Perfect Customer”.
Why Define Your Perfect Customer?
There is old marketing quote that says “If you’re selling to everyone, you’re selling to no one”. Steve Jobs put it this way “If you want to make everyone happy, sell ice cream!”. There is wisdom in these quotes for one main reason… You can’t make everyone happy! There is very little personal investment to someone buying ice cream. Chances are it will be decent and taste like ice cream…and it will cost a few bucks.
In digital or affiliate marketing, you have to build trust. People are going to be deciding whether or not to spend money on you. They want to trust and connect with whoever they decide to jump in the ship with. The more broad you try to be with your marketing, the less likely you’ll actually connect with anyone, and the less likely anyone will care enough to let you earn their trust….and if no one trusts you, no one is going to buy anything you are selling!
So how do we earn trust? We build a relationship with our perfect customer, the person out there who has a real need for what you are offering and has the willingness to pay for that info or product. If we can provide the exact solution to their problem, we can earn their trust and not only get one sale, but can create lifetime customers. These are the customers that make or break a marketing operation.
Step 1. Define Your Niche
You may have already done this. If not, go HERE to learn the best ways to make sure you are in the best possible niche to make profit for you. I won’t dig deep into this here but it is important to know what type of product you will be offering before you can define your perfect customer. If you need help with this step, click the link above.
Step 2. Locate Your Perfect Customer
Once you have your niche defined, it’s time to start researching our Avatar (Perfect Customer). There are a few ways to do this. If you’re starting in a familiar niche, you’ll likely have an idea where to start looking. To get you started here are some ideas:
- Facebook Groups — Facebook is a very valuable tool if used correctly. Go to the search bar and search for your niche. You should see a list of groups. Check these out. Beware, many of these are just ad filled garbage. Try and find a group that is actually discussing your niche and not just looking for free advertising. Find active people on here and go to their personal Facebook profile.
- LinkedIn — If your not a big LinkedIn user, it has basically turned into Facebook for business. You can almost certainly find connections who have labeled themselves as your potential perfect customer. Try searching for specific terms used in your niche and connecting with people who have this interest.
- Amazon — You’re probably thinking “How can I find PEOPLE on Amazon? I’m glad you asked 🙂 Look for books on the topics in your niche (or products in your niche). When you find the top sellers (remember these for when you are deciding what products people are buying..), scroll down to the reviews. You’d be surprised how many people list their names and/or webpages on an Amazon review. I’ve found some that only had a name and pic… All I needed….I then went to Facebook and searched for their name. I already knew what they looked like. Now I have them on Facebook where most people share waaayyy too much…(which is good news for us!)
- Twitter — A simple keyword search on twitter can bring up loads of tweets, webpages, blog posts, articles and even products in your niche. Find the people at the root of these posts. Go to their profile page and see if they have shared any other info…go find them on FB ( they may have linked this in their twitter profile). Check out their blogs or websites. You may find more than you ever expected!
Step 3. Find The Right Person
You now have a list of people who are potential Avatars (or Perfect Customers). Find five to ten that are actively participating in your niche. Look through all the info you have available and determine which of these is most likely to actually spend money on your products. Best case scenario: you find two or three that fit. If you can do this, find the commonalities between them when you answer the questions below.
This may take a little bit of time, but it is worth it in the end. The more precise you can be when defining your perfect customer, the more likely you will be actually sell them your products.
Step 4. Answer These Questions
If you haven’t done so already, download the worksheet (enter email above) where you will answer these questions: (Print this out…you’re going to need it often!)
- How old are they?
- What gender are they?
- Where do they work? How much would that job likely pay?
- Are they married? Single? Dating? Have kids?
- What are their interests/hobbies? Write it down on the worksheet.
- What is their motivation? What is it that drives them to be interested in your niche? Why do they need you?
- What is their level of expertise in your niche?
- What are the main hold backs/ problems that need solving in your niche?
Answer all of these questions and fill them out in the worksheet I provided. (p.s. – it’s ok if you don’t have all of these answers, gather from the other people you have researched and make a general assumption on what would fit these people the best. Try to be specific!) Dig deep to find out specifically what problems they need solving. This should be a main focus of your marketing campaigns…Jay Abraham said this: ” “ if you can describe the problem better than your target audience, then they will automatically assume you have the solution.” To be able to accomplish this, you must know what problems they have that need addressing or aren’t being addressed properly.
Step 5. Market To This Person!
This is where the famous advice from above comes in handy. Don’t market to everyone, design your marketing campaigns to appeal to this one person! You will get higher click through rates and lower refund rates if you stick to this principle. Write your blogs with this person in mind. Create your landing pages for this person. Direct your YouTube videos to this person. To make this easy, take the worksheet you already filled out and place it next to your computer. Look at this worksheet throughout every step you take and make sure that every single one has this one person in mind. Now you will be ready to take the next step….Smashing your marketing campaigns! Find out how HERE !
Have you been struggling to be profitable in your current niche…or maybe you’re just starting out and can’t decide where exactly to carve out your spot in this wide web? Follow these steps to define your perfect niche and guarantee you are in the prime spot to succeed.
Step 1. Define Your Top 1 or 2 Markets
You probably already have this in mind. This is defined as a broader market area such as Weight Loss. Choosing a market you familiar with will make the rest of the process mush easier (but isn’t necessarily required). Just be careful to make sure there is money in your area of interest. For example: If you’re thinking of marketing bathing suits in Antarctica… probably gonna struggle… Also don’t go too narrow just yet. Beginning with “Yellow bathing suits with flowers and palm trees for men over 60” also likely won’t find an audience. Keep it simple for now. We’ll narrow it down as we go.
Step 2. Confirm The Demand
This is a highly important if you want to define your perfect niche! The last thing you want to do is spend loads of your personal time and money pouring into a business model that is guaranteed to fail. It’s good to have a passion, but is there a market already in place for this passion? (Don’t be afraid to alter your target niche a little if you have to). We want to be in a market where we can make money early (and often!).
To find this out, lets head over to Buzzsumo (free to use)
We will start with a broad term. I’ll use weight loss just for general terms. Now take a look at what I have circled in yellow (don’t judge my circles! I’m not an artist lol). I have searched for “weight loss” (just use the main search bar). On the lower right you will see the number of “results”. This is your competition! You can see that “weight loss” has over 136,000 results for this one keyword. That’s going to be a very tough market to break into! Below that you will see the number of social media engagements for the top page in this category. (587,000 engagements on social media for this one site! There is definitely a demand in this market!)
Step 3. Tighten Your Target
For this we will stay at buzzsumo. As we see above, weight loss is likely too large and saturated of a market. We want a tighter, more targeted niche (“there’s riches in the niches”). I’m going to tighten the target a little bit. Let’s start with filtering down to “weight loss tips” and see what we get: (p.s.-if you need help with how to narrow your niche, see step 4)
We can clearly see here that the competition has drastically decreased just by simply adding the word “tips” to our niche. We now have 10,000 results (versus 136,000) for competition with the top page having over 84,000 engagements on social media. While we have gotten less competition …10,000 is still pretty high. Not only would we likely be competing against some very established brands, we would also still be quite generic (weight loss tips could go a billion ways) . We’d have to get a pretty large brand name established to ever make a dent in this niche. Sooo…let’s go one deeper.
This time I’m narrowing to Weight Loss Tips For Men:
We can clearly see here that by further segmenting our niche to “tips for men”, we have drastically reduced our competition. We can see that the top sites here are still pulling in traffic. Now we just need to confirm that there is money in this new targeted niche. We will tackle this in step 4.
Step 4. Confirm the $$Money$$ Trail
We’ve got our niche now narrowed down to where we think we can fit in this best and make profits early on. Now we are going to confirm that there is money being spent in advertising in this niche. We know that if others are spending money to get traffic for this niche, there is money to be made!
Lets now head over to Ubersuggest. I’ll start by typing in our niche we defined one level above ours…weight loss tips. (Tip: this step can also be used to assist you in ideas for defining your targeted niche in step 3)
We can see here a few things.
- Our targeted niche has good volume confirming what we found in step 3.
- There is good money being spent on advertising. $3.27 cost per click is actually pretty high. (If you plan on PPC ads as your traffic source, this part is important! You may want to find a niche with lower CPC or find different marketing techniques such as solo ads)
- One level up at “weight loss tips” is proving to be a lot of competition (over $4.00 a click!)
So now we’ve narrowed our target niche, confirmed it has demand, traffic and that we can make money. Now to find our spot!
Step 5. Fill In the Gaps
For our best chance at success, we want to provide something valuable and needed to the market. In every niche there is likely a gap in what is available. What we want to look for is unsolved problems. I start this by defining my avatar (perfect customer) ( more detail on avatars HERE ). Once I have this, I will know what problems and setbacks my P.C. is struggling with. Next I will search through the competitions pages and see which of these issues either (1) isn’t being addressed or (2) needs more clarification. When I have found this answer, I have found my niche! (tip: buzzsumo already lists the competition for you 😉 ) Hooray! Now you can get started building your empire!
The next step is to start creating valuable content to solve these problems. It’s always best to be authentic and straight forward. If you’re target audience gets the impression that you are just here to make money….they’ll lose trust and interest in you….and then you won’t have traffic in any niche!
So be true to yourself and build relationships with your audience, all while giving them quality content that solves their problems. Do this combined with the above and you’ll be on your way to long term success!
(p.s. Ready to start your marketing campaign? Go HERE now!)
Like many of you, I’ve spent countless hours searching for the best ways to make money online. After falling into pitfall after pitfall, I finally found the formula the true experts are using. I’ve formulated this for Affiliate Marketing, but these are tried and true methods for all types of marketing. These 7 simple steps radically transformed the way I look at marketing. Employ these and I promise you will transform your affiliate marketing campaigns.
Step 1. Focus on One Niche
Don’t sell everything to everyone or you’ll end up selling nothing to no one….sell one thing to one person. You must get a tight (narrow) focus on your target audience. (ie. Photography (too big)>>Macro Photography (getting closer)>> Macro Photo Tips (perfect!). Figure out which market you are most interested in and start researching specific topics inside that niche. See if you can figure out a certain corner in this niche where you can set up shop. Confirm there is money to be made in this corner…try searching amazon and similar places to see if people are spending money in this specific area. (I’ve written a full, easy to follow plan to help you define you perfect niche HERE) .
Step 2. Define Your Perfect Customer (Avatar)
Once you have a narrow focus on a niche (ie. macro photo tips), figure out who is looking for products in this niche. Find where they hang out (FB groups…forums…linkedin..etc) Learn what issues they are having. What problems are they trying to solve? Do they have certain words or phrases they use regularly? What are their goals? What is holding them back? Get very detailed about who is going to be your perfect customer. The better you know your P.C. the easier it is to market to them. To help this process, I’ve created a Perfect Customer/Avatar worksheet (download link below). I highly suggest printing this out, filling in the form and putting it next to your computer so you can look at this while creating content. This will assure you are directing your content to the right people, potentially preventing a ton of wasted time and energy! ( Get powerful info on how to properly define your perfect customer HERE )
Step 3. IMPORTANT!!!! BUILD AN EMAIL LIST!!!
The money is in the list! One of the worst problems you can face is to have a great product and no one to sell it to. It’s always ideal to have a list of people hungry to buy products from you. John Lennon put it this way…”Let’s write a pool!” When he wanted to add pool to his house, he knew he already had a list of hungry buyers. So when he wanted a pool…he just had to write a song to pay for he pool. This is the cornerstone of marketing!
Find ways to capture emails from your P.C. so you have a group of people to market to. This will be a targeted list of people who have designated themselves as potential customers. They have raised their hands and said “pick me” when they signed up for your list. My buddy Matt says this: “Create a list of buyers ready to crawl over broken glass to buy your products!”
Step 4. Sell Quality Products
As an affiliate this can sometimes be tough to figure out. How can you learn which products are quality products and which ones are 10 cent garbage in a $100 sack? Start by looking at the reputation of the product creators (ie. on Warrior Plus you can go to the vendors profile and see their reviews and ratings) Choose vendors who only have the best reps. Sign up to receive updates when these vendors list new products. Check the launch calendars to be prepared ahead of time for these launches. Reach out to the vendors themselves or follow them on social media. Build relationships with them when possible.
Step 5. Model Your Method
What I mean by this is to model your marketing campaigns after proven winning marketers and their successful campaigns. No need to reinvent the wheel here. Others have already done this work for you! Use their years of trial and error to your benefit!
You don’t need 50 methods or to follow those who claim to be gurus. Most won’t help you in any way…usually just regurgitated garbage they can sell to people who haven’t figured out yet that they aren’t actually a guru…
—All you need is 1 proven method from those who have made millions
(a few of these folks are Matt Bacak, Igor Khiefits, Jo Han Mok, Tom Gaddis just to name a few…there are many to choose from, just make sure they are truly experts.) Figure out how these people are doing it and copy them.
Step 6. Email Your List!
I recently heard a story of a guy who was about to fold up shop. His wife was furious. He had sunk their savings into digital marketing and had zero ROI (return on investment). He was asked one simple question: “How many emails have you sent?” His answer? “ZERO!” Well no wonder! You can’t make money if you aren’t putting products in front of buyers. You can’t transform your affiliate marketing campaigns if you don’t have a campaign to transform. Sounds simple, right?
Email your list the best possible products to solve their problems. Remember, you have already defined what their problems are when you defined your P.C. Solve the problems of your P.C. Find the quality products (from the vendors you’ve already scouted out) that meet these needs or problems and email them to your list.
(For best results, set up an autoresponder. I use GetResponse …cheap and quite easy to use)
Step 7. Be Consistent!
And Finally!!!!>>>> STAY CONSISTENT! Millionaires don’t get rich by giving up. They typically fail many times before they truly succeed. You don’t have to do it perfect…just keep doing it and eventually you’ll get better and better. Learn to write sales copy. There is a lot of advise out there. Learn how to be a marketer……Watch some Dan Kennedy videos (interview HERE)! You’ll get there! Consistently go through these 7 steps and you will already be on the path of moving ahead of your competition! YOU CAN DO THIS!