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Dan Kennedy’s Essential Truths of Internet Marketing

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.

Media Marketing

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^^ 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!’ ”

Act Now

******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.


the above info can be found in an interview Dan did a few years back, you can find it here

Transform Affiliate Marketing

7 Steps to Radically Transform your Affiliate Marketing Campaigns

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)

Who’s my 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 )


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!

Ready to step forward with these ideas and learn the insider methods to enact these in your own campaigns? Go HERE now and read MORE!

Almost There!