INSIDE THIS ISSUE The PLACE For QUOTES OF THE MONTH:

PROSPERITY™ CLASS IS IN SESSION

Dan’s In-Box:
Bill Glazer & Dan Kennedy’s Success is not an accident.

N B.S.
Out of the Mouths of Imbeciles – Pg. 3
When They Get It Right - Pg. 4 - Dr. John Kappas
The Most Back-To-Basics Fact About School is NEVER out for the pro.
Price Ignored by 95% of Biz Owners – Pg. 5 ®
™ - Cavett Robert

MARKETING
Wendy’s and Arby’s Divorce & a Question Too busy chopping wood
to Chew On - Pg. 4 to sharpen his axe.

LETTER
Bill’s Outrageously Successful - Zig Ziglar
Advertising: Stop Sending Out There are two ways to enter a
Christmas Cards – Pg. 8 how-to strategies, battle so confident you have
Dan’s Big Lesson – Pg. 12 examples, news, opinion...a “mustard on your sword.”
Marketing 101 - Back to the seminar in every Issue.™ One is based on the bravado of
thought, as if thinking makes
Basics - Pg. 6 it so. The other is based on
Q&A with Dan - Pg. 15 SEPTEMBER 2011 intense and comprehensive
Resources - Pg. 5 preparation. You can be more
motivated than the next guy.
Calendar - Pg. 2 Or you can be better prepared
BACK PAGE: Renegade than the next guy. I spent my
Millionaire Modus Operandi first 10 years trying that
Final Thoughts: on why they fail - first plan, then I grew up.
Pg. 18 - Dan Kennedy

The Alice Cooper anthem of summer vacation, where I was free to roam, big window down, no car
back on the shelf. It’s Back To School Month – seat, no seat belt, with toys and dog during trips
makes me think: back to basics. I recently forced my- short and long. Kids were, after all, rather easily
self to read a big-city phone book sized manuscript replaced.
for Perry Marshall’s forthcoming book on market-
ing via Facebook, and it’s clear he has cracked some It takes more than a window display and a strange
codes, taken a much more pragmatic approach but attention-getting giveaway promotion to move
than I’ve heard from others, and has demonstrated merchandise these days. But, this past month, I
viability, but, as I told him, the whole thing made completed work on the next NO B.S. book, with
my head hurt as if I’d been smashing it repeated- co-author Jeff Slutsky; it all about grassroots mar-
ly into a wall while reading. This photo, from a keting; and I was reminded that such things as
seen-from-the-street, in- window displays and
window promotion for a giveaway promotions…
Pontiac dealership, circa and publicity stunts,
1959, speaks of a simpler grassroots networking
time. In case the photo with business neighbors,
isn’t perfectly clear, that in-neighborhoods door
big boat of a Pontiac con- to door marketing, my
vertible is filled up with old 5-house multiplier,
boxes of Kleenex, the customer events…still
year’s supply you get do move merchandise
free with the car – pre- today, and our case, Jeff’s
sumably to manage your and mine, is that all such
tears of joy, not tears of things ought not be for-
remorse. I was just 5 gotten in the mad rush
years old in 1959, but to this day I remember our to cyberspace. Good, profitable local businesses
family’s beaut, a 1959 two-tone, brown and tan still need foundation and still can be built the very
Rambler station wagon with brown and white wo- same way they were built in 1959. But even if that’s
ven seats that fully reclined, a push-button trans- true, you ask, why would you want to do such a thing,
mission, big roof rack, fins, and a huge back deck given all the easy, pushbutton media of 2011? My an-
™
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Page 1
 “How GKIC Embraced
Bullet Social and Alternative
in

o n ’t s
Board Media and Generated an

D h i Additional 7-Figures in

s T
Less than 278 Days...And You

M i s Can Too!”
Presented by Mara Glazer
at these Chapter Meetings:
Scott Manning Chapter Meeting
SCHEDULE Indianapolis, Sept. 8th
Steve Sipress Chapter Meeting -
BILL GLAZER: Chicago, Illinois on Sept. 12th
DIAMOND TeleCoaching Calls: Scheduled calls:
9/29: “How to Use Video Online to Create a Massive Amount of Dan Cricks Chapter Meeting -
Traffic”; 10/27; 11/17; 12/15, from 1:00-2:30 PM EST. Cleveland, Ohio on Sept. 13th
You can UPGRADE to DIAMOND at dankennedy.com/diamond.
Steve Clark Chapter Meeting -
Speaking Navarre, Florida on Sept. 27th

9/14-16 IBA Summit, email colin@dankennedy.com for details

9/19-20 New Member Fast Implementation Boot Camp
10/13-15 Early to Rise’s 2011 Info-Business Mastermind,
email skellogg@agoralearning.com for details
11/3-5 2011 Information Marketing SUMMITSM + Bonus
Day on 11/6, visit www.dankennedy.com/summit2011 OPEN CALL-IN TIME with
Coaching BILL GLAZER
Titanium I: This Call-In Time is resesrved for Members with
Tuesday, October 18 - Wednesday, October 19 “Information Marketing” Questions
Titanium II: Thursday, September 22nd
Tuesday, October 4 - Wednesday, October 5
TITANIUM/Platinum/Diamond Members Only
Platinum: Call-In Time: 5:00-6:00 pm EST
Wednesday, October 12 - Thursday, October 13
All Members
DAN KENNEDY: Call-In Time: 6:00-8:00 pm EST

Speaking CALL: 410-823-1611

9/15-16 GKIC IBA Conference, Cleveland Everyone will get 10-minutes of Bill’s
9/21 Q&A Dinner Meeting w. Joe Pollish’s Platinum one-on-one attention. If the line is busy, keep
Group, Phx. dialing until you get through.
9/21-22 Joe Polish’s “I LOVE MARKETING” Conf., Phx. AZ
10/28 American Writers & Artists Convention, Florida
11/3-5 2011 Information Marketing SUMMITSM + Bonus
Day on 11/6, visit www.dankennedy.com/summit2011
11/10-12 M. Zagula/Financial Advisors Coaching Group
Consulting Should you wish to communicate
10/6 P. Davey; 10/7 D. Spindler, KidsBowlFree.com. with Bill Glazer’s office directly con-
Note: Inquiries re. available consulting days or Private Client cerning coaching, consulting, copy-
Group Membership should be directed to Vicky @ Dan
Kennedy’s office, 602-997-7707. writing or speaking
engagements, email
2012 GKIC Events Sherrie Sokolowski at
1/25-27 Winner’s Weekend, Orlando, Florida sherrie@dankennedy.com
2/9-11 GKIC Business Makeover Event, San Antonio, TX
4/19-21 Marketing & Money-Making SuperConferenceSM, or fax 410-825-3301.
Dallas, TX, with Bonus Day 4/22

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® The PLACE For PROSPERITY™
Page 2
swer is: strength. Way too much focus is put solely
on sales these days, not enough on strength. Truth
is, any nitwit can sell stuff, even a lot of stuff. But
when the smoke from the fast ‘n furious selling has
cleared, will there be anything left but hastily spent
money? Building a business with staying power
based on relationships with customers and with its
community, well, not everyone can or will do that.
I recently visited with a business owner quite
proud of his very big e-mail list. I said, let’s take
true measure. How many customers do you have
who have spent money with you in the past 6
months? 12 months? Frequently; 3 times, 6 times,
12 times in the past 12 months? How may have
referred another customer? How many are with
you and spending for 2 years? 3? 5? Those num-
bers were miniscule in comparison to his list size.
The answers to my questions measure the strength
of the business. His bragging-rights stat measures
only size of list.
The auto industry is interesting in that, unlike
almost every other industry, nearly 100% of its
members (dealers) are successful and profitable
businesses, and the majority are very profitable,
and the majority of dealership owners get rich. Since
it is a small minority in other fields who prosper
vs. a big majority in this one, we might look for
“clues” in the auto dealership world. If you look
for commonalities, one glaring one is: an enormous
amount of grassroots community involvement and
marketing. Car dealers are the prime sponsors of
Little League, Pop Warner and similar local teams
and youth activities. Car dealers regularly create
and promote special events at their dealerships and
sponsor community events, parades, 4th of July
fireworks. They advertise on popular local talk and
sports talk radio programs, and get those hosts as
customers and spokespersons. They buy display/
booth space at the county fair, the local rib cook-off,
at the mall during holidays, at the home ‘n garden
show, and their whole sales team is there to meet
‘n greet. The year’s supply of Kleenex gimmickry
has never gone away: I very recently saw a dealer
promote a weekend where, with every test drive,
you entered a contest to guess how many pennies,
nickels, dimes and quarters were used to fill the
mini-van in the showroom – and the person closest
won the van with all the money in it. (This was the
plot, too, of an episode of THE MIDDLE, starring
Patricia Heaton and Titanium Info-Mastermind
Page 3
Member Charlie McDermott’s son.) A local radio
personality was on hand. A free cook-out was in
progress. And hundreds of test drives occurred. Of
course, most car dealers are also full-fledged online
marketers these days. But few have given up on
the sort of thing shown in this photo.
So, this month, much of what is here will be of the
back-to-basics vein.
By the way, the aforementioned Perry Marshall will
recall my “saving his bacon”, he with a seminar
not filling and fast-approaching; me with a “year’s
supply of Kleenex with every Pontiac” solution,
which, to his credit, he implemented with some
difficulty, since it required hasty cooperation from
Apple. Just last month I invented a very different
“Kleenex with” strategy for a seminar promotion
that, if I say so myself, is amazingly brilliant (yet
also unabashed S&D), certain to be worth a million
dollars.
Business is basically about winning the hearts and
minds of valuable customers, clients or patients.
We must: (1) get attention, (2) create interest, (3)
gain trust, (4) satisfy with goods ‘n services and (5)
“wow ‘em” with experiences and extras, (6) sus-
tain their interest, (7) ascend them when we have
an ascension ladder, (8) become a meaningful and
well-thought-of presence in their lives, and (9) mo-
tivate them to multiply themselves. Each of these
has its own set of basic fundamentals. We work on
all this, here, endlessly, because it requires endless
focus, thought and work. If you are not working on
winning hearts and minds, what the devil are you
working on? Just selling stuff? – shame on you. You
are capable of so much more. I was once a mere
peddler too, but I stayed in school, part-time, my
entire life to learn to be so much more, to get so
much more.
DAN’S IN-BOX
OUT OF THE MOUTHS OF IMBE-
CILES. In her newsletter, Diamond
Luxury Member CHRIS MULLINS*
recently told of buying a complicated
coffee, her fave, at Starbucks, which
rang up $9.00 due, and having the
clerk – what do they call them? Barris-
tas? Coffee artists? – say to her: “Wow,
that’s expensive.” This is why there MUST be scripts, constant train-
ing, drilling, tests, close supervision, video and audio surveillance,
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® The PLACE For PROSPERITY™
mystery shopping, and fast firings. This cannot be tolerated. I HATE
THIS KIND OF SLOP. All my brilliant marketing to bring in custom-
ers, establish positioning, build a client’s businesses for naught
because they let rogue employees lift a hind leg and pee all over
the customer’s feet. Within this little misadventure, there is also the
matter of your employees’ (and possibly your own) NEGATIVE at-
titudes about the prices you charge. I promise you, this is pervasive,
and cancerous. If you have human staff interacting with customers,
and you are, as I’d hope, a premium price/fee marketer, you’d better
work on their attitudes (+ your own) about price, police their revealed
attitudes about price, and fix or fire fast any with negative attitudes
about your pricing. Some more is said about this in Chapter 21 and
22 of the NO B.S. PRICE STRATEGY book.
*Chris Mullins does a fine job with by-distance staff training, in-bound call
scripting and training, telephone mystery shopping and related services,
www.MullinsMediaGroup.com.
WHEN THEY GET IT RIGHT. Diamond Member Ron Sheetz told
me of his family’s recent stay at Disney’s Wilderness Lounge, where
movies are shown on a giant screen outdoors on the lakeside beach
every evening. His adorable little daughter waited all day to see
Nemo out there. On arrival, there was lightning and threatening
storms, so the two women running Movie Night said it had to be
cancelled – sending Ron’s daughter into a crying jag. The Disney
employees quickly tried to figure out a relocating of the movie show-
ing but couldn’t, so Ron was hastily provided with a DVD of the film
and a DVD player for their room, told to keep the DVD player for the
rest of their stay, and take the movie home. This is why Disney is
Disney and everybody else isn’t. IT CAN BE DONE. But it usually
isn’t. Recently, I was out to dinner with friends at the pricey Fleming’s
Steakhouse. I ordered plain, unsweetened ice tea and was told they
only had mango-and-sugar filled crap tea. Thus I had to educate
a stupid waiter. I ordered hot tea, which he dutifully brought: silver
pitcher of hot water, cup, little box of tea bags. Then I took my water
glass, drained the water, kept the ice and made iced tea. Slow on the
uptake, and begrudgingly, he did get the message; brought a glass
of ice; and then made refills back at the bar himself. A guy working
for tips ought not need taught. The correct answer is not: we don’t
have iced tea. The tip-boosting answer is: we don’t have iced tea
prepared, but I’ll be happy to make some for you. At Disney, in the
lounge at Boardwalk, a staff-person not working for tips, cheerfully
gave the right answer – and a year later, remembered me as soon as
I asked, and cheerfully did so again. They don’t want any little girls or
big boys throwing temper tantrums.
HARKEN UNTO ME: NO AMOUNT OF CLEVER ADVERTISING
can make up for employees telling people they have no iced tea
or that a $9.00 cup of Joe is expensive. If you refuse to make your
business work by working in and on it at the nose-to-nose, customer
care level, you should exit before your own building collapses on
you. (This IS the best argument for a pure distance-sale, distance-
delivery direct marketing business using media in place of manpow-
er, and I’ve always said that, as difficult as it is to operate without
humans in the mix, it is best. Our online marketing geek ‘n pirate
friends have that right. But if you are not going there, and you are go-
ing to have humans representing your business in contact with your
customers, YOU need to make that work properly.)
Page 4
MOUNTAIN CLIMBING WITH A KNAPSACK FILLED WITH
BRICKS. I recently turned down two copywriting gigs, because the
clients have left themselves too little time to market their seminars
and I don’t want to put myself in a failure situation, even for a big fee.
These guys are putting themselves at disadvantage. What did Bill
say here, last month I think – the most profitable task is laying out the
marketing calendar for the year? Yes, especially if you then honor it.
It is tough enough, this making big money thing, without unnecessar-
ily adding a handicap. Look at everything you do through this critical
lens: are you trying for peak performance, while lugging low perform-
ers up the mountain on your back? Are you cheating preparation or
practice, and winging it? Are you selling in adverse conditions? Are
you failing to allow sufficient time to assemble and execute the best
marketing campaign possible? (Of course, you can also be guilty of
moving like a turtle swimming through a mud bog.) Here’s a tip: a
lot of people could get a lot better results without getting any better
at whatever they’re doing – if they just emptied their knapsack of its
dead weight.
MOUNTAIN CLIMBING WITH A KNAPSACK FILLED WITH
BRICKS #2. I recently saw the woman on the 4th hour of TODAY
with Kathie Lee, Hoda something, and the woman with the unpro-
nounceable name on the Morning Joe show on MSNBC talking, both
successful broadcast talents, both saying they struggled with, and to
a degree, still struggle with asking for money, negotiating and push-
ing to get maximum compensation. They expressed opinion that this
was more a woman thing; that they, more than men, are conditioned
that pushy is unseemly and unladylike. Maybe, maybe not, but I
think most people are lugging around a whole lot of negativity and
emotional angst and fear and guilt and b.s. about money. I consider
critically analyzing and re-calibrating your attitudes and beliefs about
money as BASIC training for business success, often given short
shrift in favor of mechanics and methodology. I integrate it into a lot
of my works: Renegade Millionaire programs, the 7-Figures Acade-
my, obviously the NO B.S. WEALTH book, here a lot – dealt with it in
I GETZ MAIL just last month. There is a 1-day seminar about thinking
about money, my Wealth Attraction Seminar, available from DanKen-
nedy.com/Store. But I am toying with doing an advanced multi-day
event entirely about in-depth examination of mental and emotional
blocks and productive thinking about money. If this interests you, you
need to lobby the Glazer-Kennedy offices for it, and, if you like, com-
municate directly with me about it via fax, 602-269-3113. Know this:
money is attracted to people who welcome it with open arms. If it
senses any negative emotions toward it, it goes elsewhere. There is
a triangle of emotion, thought and behavior magnetic to money – any
part of even its parts awry, repulsive to money. If money isn’t coming
to you, it’s likely it is repulsed by you.
WENDY’S AND ARBY’S DIVORCE & A QUESTION TO CHEW ON.
Wendy’s/Arby’s Group sold majority interest in Arby’s to a private eq-
uity group for $430-million, retaining an 18.5% stake in case there’s
upside – and the leaders at Wendy’s are focusing 100% of their at-
tention on their burger business, with a growth target from the cur-
rent 6,500 to over 8,000 locations, in 26 countries. Apparently they
bit off more than they could chew. This is tricky territory, expansion,
diversification, especially in competition with yourself. Sometimes it
works, sometimes it doesn’t. In brand products, it’s a norm – look at
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all the different soft drink brands Coca-Cola owns that compete with somewhere else? I envision an ad with a big picture of a garbage
each other side by side, a Proctor & Gamble originated strategy. But filled dumpster and the headline: “If You Want The Cheapest Dinner
franchisors have often had a rough time with this. It has to do with an You Can Get, Try The Dumpster Out Back. If You Want Hand-Crafted
important question for every entrepreneur about growth vs. expan- Steaks, Really Fresh-Today Seafood, Homemade Meat Loaf, And An
sion. There are lots of ways to grow a core business: drilling down Enjoyable Dining Experience, Try Our Front Door.” Then I’d talk a bit
deeper in its market, to get more customers and/or market share; about the 14% vs. 86% - which are you, the factory-produced TV din-
extending the top of an ascension pyramid, to make some percent- ners being microwaved and brought out in interchangeable chains
age of customers much more valuable; adding on – like Subway’s and outrageously presented as real dinners worth going out for, or
move into breakfast (also now on Wendy’s plate of new initiatives) the value of a great experience? But don’t get lost in the restaurant
or store within store, like optical centers inside Wal-Mart or coffee example. This applies to every business and every aspect of price or
shops inside Barnes & Noble shops; product line extensions – like fee. As few as 5% to a max of 20% buy by price, and about 1/3rd of
Disney’s time-share and cruise line businesses. Sometimes, though, those do so only in the absence of decent salesmanship.
growth goes so far and then becomes stopped, by physical or market
boundaries or costs of pushing further or deeper, and then expan- RESOURCES
sion is only option. Other times, expansion is the better opportunity
for leverage than growth – for example, if he did everything we know REMEDIAL READING: A BACK TO SCHOOL REVIEW of all my
how to do and worked at it tirelessly, could Titanium Info-Mastermind available books is on the enclosed insert. If you’ve missed reading
Member Dr. Tomshack have doubled revenues in his four chiroprac- any, now’s a good time to catch up.
tic clinics? Maybe. But there was already more than enough success
to support expansion by franchising, OTHER RECOMMENDATIONS –
and 7% of 360+ clinics is a lot more WHAT I’M READING. •The “long lost”,
SPEAKING OF BITING OFF
than 100% of 4 clinics, even if doubled never before published book by Napo-
in sales. Entrepreneurs tend to build MORE THAN YOU CAN CHEW leon Hill, OUTWITTING THE DEVIL
things; big companies with cash and is now available and, if a beneficiary
credit and cost savings synergies tend of Hill’s other works, well worth read-
to buy things, and it’s my belief both ing. It is essentially a re-telling of the
are too married to their one approach. seventeen principles of his Laws Of
To keep moving forward you have to Success (shrunken to 13, for Think
constantly consider opportunities for And Grow Rich) via a dramatic, imag-
growth and for expansion, and be will- ined or imaginary interrogation of the
ing to build or buy in order to capitalize Devil – although there is some ground
on those you deem best. broken you might be surprised to find
Hill plowing, unless you’ve been a very
THE MOST BACK-TO-BASICS FACT serious student of all his prior works.
ABOUT PRICE IGNORED BY 95% In addition to reading it for its merits,
OF BUSINESS OWNERS. If you’ve remember that Hill wrote sales docu-
recently read the newest NO B.S. ments disguised as books; and even
book, No B.S. Price Strategy, which consider the construct itself for your
I co-authored with Diamond Luxury own purposes – Steve Allen did the
Member Jason Marrs, you’ve been same with his Meeting Of The Minds
at “Price School” for 230 pages. But it series for PBS and in book form: in his
never hurts to have more and varied case, roundtable discussions with dead
verification of the most fundamental thought-leaders; is there somebody fa-
fact about price, this time from the The Heart Attack Grill, born in Phoenix, mous in your field’s history you might
Mintel Food Service/Consumer Sur- is successfully franchising. I’ve shown have an after-life interview with? Allen
vey, published in National Restaurant its clever concept to you before. painstakingly constructed all his inter-
News: even in this economy, only 14% Pictured here, its viewees’ conversation from their actual
of consumers look for the cheapest Quadruple Bypass Burger, 8,000 calories. words, from their writings or recordings
items on the menu before deciding of them, but there’s nothing to prohibit
what to order. In the face of this fact, though, most restaurant chains’ greater license. •For those of you interested in power and influence,
managements and independent restaurant owners fret over price, I have discovered, read, and am reading more carefully for a sec-
toss away profitability to slash prices, compete on price, advertise ond time, a novel from 1915 titled H.R., about a clever and ruthless
price, show customers daily specials immediately, in front of their man’s rise to power by creating a union of “sandwich men” – the
menus – when they could sell experience, quality, their best and day-workers paid pittances to walk the sidewalks of New York in the
most interesting dishes. 86% are NOT making their dining decisions 1900’s, wearing big wooden boards on their fronts and backs, adver-
based on price. Why not sell to them and let the 14% go pound sand tising a business or product. It’s first thirty pages or so are slow going
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Page 5
but don’t get impatient. This book is fascinating as its story picks up
steam, its insights into psychological manipulation remarkable, and
its lead character’s genius at forcing events to occur revealing of
great truth about the exceptionally successful. The story of his forcing
the most prestigious jewelry store in New York to take free advertis-
ing from him against their will, so that all others would eagerly follow
the leader and buy into something they otherwise rejected and pay
10X the going rate for it is itself worth the price of admission. •For
those who sell nose to nose, consult one on one, or teach others to
sell: Ian Rowland’s Full Facts Book of COLD READING. I re-read
it in preparing for a training I was conducting. It is basically a how-to
book for psychics, including scripts for mind-reading. It explains how
a faker like John Whatsisname, who was on TV for a while, and still
fills large theaters, giving people messages from their dead relatives,
operates. If you watch the TV show THE MENTALIST (which I rec-
ommend), this book will give you better appreciation. The meeting,
by the way, is one we had Diamond Luxury Member Dave Dee speak
at, on “SECRETS OF THE PSYCHIC SALESMAN”, and if you put on
events, you should consider having Dave speak on this fascinating
subject. (www.DaveDee.com.) •I rarely talk here about “pure fun”
reading, but if you saw the insulting re-telling of The Green Hornet in
theaters or via Netflix, etc., lately, I recently read a great tribute book
to the real Hornet character: The Green Hornet Chronicles. Trivia:
crusading newspaper publisher by day, Green Hornet by night, Dan
Reid is the nephew of another masked avenger: John Reid aka The
Lone Ranger.
FOR INFO-MARKETERS: (1) a reminder that I’m presenting a
5-hour seminar (within the Info-SUMMITSM) all about Info-Marketing
Game-Changers, past, present and forecast for the future, featuring
looks over my shoulder at my actual breakthroughs engineered for
clients. (2) a reminder that every month I put out a separate news-
letter, No B.S. INFO-Marketing Letter (6X Yr.) or a No B.S. INFO-
Marketing Special Report (6X Yr.) sent to Members of the Informa-
tion Marketing Association (www.info-marketing.org). Last month’s
Report: The Lost Art of Order Forms That Sell. This month’s Letter
includes: l Escaping Gravitational Pull l Tabloidism That Sells
l Why Rush Limbaugh Doesn’t Tweet l My CHANGED ADVICE
On Picking Markets.
Page 6
MARKETING 101 – Back To
The Basics
Each month, a quick-summary review of a single,
key Glazer-Kennedy-style marketing strategy. This
month, the article reprinted from the WSJ on Page
7 (EXHIBIT #1) tells a fascinating story of a little-
known and disrespected growth industry that pro-
vides three 101 Lessons:
1: IT’S ABOUT THE MARKET, BUBBA. This links to this month’s
Big Lesson. In this case, the size of the market in the U.S. has tripled
since 1960. Further, demographic factors – like aging of the cus-
tomer, affluence of the customer; trends – notably away from do-it-
yourself to paying to have things done…all converge to create a ‘cot-
tage industry’ with a U.S. revenue potential of $2.6-billion annually…
currently grossly under-populated. Finding a “spot” like this to attach
your business, your marketing, your skills to is critically important. In
1983-1987, when I built a seminar/training company in two profes-
sions at unprecedented speed, it’s because there was a big, gaping
price gap in my kind of offerings in those professions thus a perfect
“spot” and even a competition-free spot, and I was helped by other
market-makers. When Guthy-Renker took Proactiv® to TV via info-
mercials, they entered and occupied that “spot” all alone – all other
acne remedies were sold from store shelves, via direct selling (Avon,
for example), and via dermatologists; no one believed teens could
be made customers via infomercials; no one else sold continuity. You
can take a very big leap in income if you’ll find your own spot.
2: THE SERVICE BOOM IS CONTINUING, DESPITE RECESSION.
At some point, we shifted from a society dominated by a do-it-your-
self mentality and ethic. When I see entire businesses built around
something like cleaning gutters or power-washing driveways, I think
about what my father’s reaction to such things would be – the im-
becilic, wasteful, unmanly, un-head-of-household-y idea of paying
someone to clean out your gutters. What, no ladder? Too good to
get your hands dirty? This shift, a mega-trend. People pay to have
Christmas lights put up and taken down, gutters cleaned, meals pre-
pared and delivered, kids tutored not just in school work but base-
ball, dogs walked and dog poop picked up, lunch boxes packed (the
Lunchables® product). Gold Member Sanford Fisch, CEO of the
American Academy of Estate Planning Attorneys wrote and, I think
tongue-in-cheek, suggested GKIC offer a Reading & Thinking Done
For You Service that would hand over a Cliff Notes 3x5” card of each
newsletter, with no more than 20 single sentence items – sort of my
newsletter condensed to tweets. He says he does this for himself
every month, extracting 10 to 20 actionable items. He said the lazy’d
love it done for them. If something needs done, people will pay to
have it done. Adding, up-selling or emphasizing service can provide
marketplace differentiation (Enterprise Rent-A-Car: “We’ll pick you
up”); 2nd business built by first business (the pre-prepared take-out
meals section at supermarkets; office meeting/party trays/catering
by Panera, Subway); premium price opportunities (Disney’s Express
Pass, Concierge Floors at Resorts, private VIP Guides). LOOK TO
“SERVICE” FOR YOUR BEST OPPORTUNITIES. And don’t be
afraid of charging – Ron and Christina in this article are getting $12
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to $21 a week = $624 to $1,092 per home per year (!) to drop by
and scoop up dog poop. (As few as 100 accounts = 6-figure income.
250 and they’re on Obama’s Hit List of Evil Rich Who Aren’t Paying
Enough Taxes.) Services have more price elasticity than products.
And ‘luxury’ services once adopted are hard to give up.
3: FIND A NEED + A DESIRE AND FILL IT. Filling needs only is,
for the most part, a relatively antiquated concept, and usually a path
to comparatively low income. A hair cut that meets only the need for
hair cut can still be had for $5.00 to $10.00, but a hair cut at an up-
scale salon, that meets desires for quality of experience, status, etc.
can command $50.00, $500.00, even $1,000.00. The desires served
by the businesses in this article are, principally, having a clean yard
EXHIBIT #1
Page 7
and not having to do the unpleasant work. Perhaps even a little sta-
tus – oh, you don’t have your own scoopers? Still doing it yourself.
Poor dear, I can’t imagine!
Two quick asides. #1: political/philosophical: read this article and
try telling me ANYBODY needs to stay broke in America. There is
work to be done and there are people (and businesses) willing to
pay somebody to do it. Anybody can make their own job if they will.
#2: instructive, re. the info-marketing business, which I mention be-
cause of the upcoming Glazer-Kennedy Info-SUMMITSM: there’s al-
ready a trade association and three franchisors in the very-fledgling
(Continued Page 14)
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 Stop Sending Out
Christmas Cards
Okay….before I get a bunch of ‘hate mail,’ let me be clear, I’m not telling you to stop sending out
Christmas Cards to your loved ones and friends; I think you should continue to do that.

I’m telling you to STOP sending out Christmas cards to your Customers.

Here’s why:

Have you ever received a Christmas card in December from a business? Of course, you have re-
ceived a bunch of these through the years – competing with personal Christmas cards from friends
and family.

Are Christmas Cards in December easy to ignore because most people get so many of them?

YES….But…

What if you sent a Holiday Card at another time of year, when very few people are sending them?

Well, I have a solution. I strongly suggest you send out Thanksgiving greeting cards. After all, what
better time to send out a Greeting Card to one of your best customers/clients/patients or hot pros-
pects than Thanksgiving, the holiday when we give thanks. And besides, very few people send out
Thanksgiving Cards, so you won’t be lost in the clutter of Christmas Cards.

And I suggest you plan out your marketing in advance, so you should start thinking about this pro-
motion right now.

I started doing this at my menswear store* and I discovered that when you pick a different holiday
to send out greeting cards, they actually get attention. And sending a Thanksgiving card gives you
built-in Reason-Why copy to thank your customers.

* On pages 189-192 of my book on OUTRAGEOUS Advertising (available at nobsbooks.com), you

can see my Thanksgiving Greeting Card multi-step campaign which created record days of business
in my Menswear stores and now has been S & D’d in dozens and dozens of business categories.

And to prove to you that this has been very successfully S & D’d by so many others, below is a fax I
received from Gold Member, Jon Bockman:

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Page 8
 “Dear Bill & Dan,

I wanted to share with you my Thanksgiving card promotion to existing clients. I’m
sure you’ll recognize where I got the idea from.

Thanks for all the great information and I’ll see you in Chicago in September at the
Fast IMPLENTATION Boot Camp.”

Jon

Results of the promotion:

743 cards sent out and 84 redeemed for an 8.8% return rate

Total Sales: $20,416.42 (includes discounts given)

Total Costs: $2,754.64

ROI: 7.41 to 1

Of course those results are terrific, but they could also be easily improved by 50% if Jon would have
done one more thing that should be easily identifiable to astute GKIC Members.

Do you know what it is? You Should!!!

If you know what it is, send me a fax before September 30th to my attention at 410-825-3301 and
tell me. Everyone who has the correct answer will receive a copy of Dan’s next No B.S. book en-
titled: “No B.S. Grassroots Marketing for Local Business” that will be available soon. Plus, I’ll list
your name along with your answer in the November issue of the No B.S. Marketing Letter.

Okay…now here’s Jon Bockman’s “terrific” Thanksgiving Card Promotion.

Exhibit #1: The envelope

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Page 9
Exhibit #2 & 3: The front and back of the card

Exhibit #4: The inside of the card

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Page 10
Exhibit #5 & 6: Handwritten letter enclosed inside

PUBLISHER’S NOTICE: Bill Glazer is personally delivering a 2-Day Training for

GKIC Members called the Fast IMPLENTATION Boot Camp, September 19-20th
In Chicago, Illinois. The event is FREE to all GKIC Members with a $97.00 refund-
able seat deposit. If you hurry, you can still get in. For complete details about what
Bill will be covering, and to register go to dankennedy.com/bootcamp.

Lucky  Member  of  the  Month  CONTEST  

Member  Number:  
 
  45629  
 

 





 




RENEGADE  MILLIONAIRE  MARKETING  SYSTEM  (a  
$495.00  value)!    To  claim  your  prize,  you  must  call  
410-­‐825-­‐8600  x111  by  September  30th.  

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® The PLACE For PROSPERITY™
Page 11
 The BIG Lesson Of The Month
By Dan Kennedy
Please, I Beg of You,
Get Yourself a
TARGET Market. Please.
By the time I was old enough to eat them, they were a
staple in American homes. In 1952, Mrs. Paul’s Fish Sticks
were an instant hit. They came in a convenient, predictable
size with no fish eyes, scales, bones or nasty smell pervading
kitchen and adjoining rooms when cooked. With tartar sauce
or ketchup layered on the fried coating, you could hardly taste
fish. So kids ate them. They were a revolutionary product, but
it was not their revolutionary nature that made them a popular
American icon. And therein lies The Big Lesson.
I am perpetually having to try and dis-
abuse people of their delusions about
their unique or superior product being
the ticket needed to board The Wealth Ex-
press. Everybody wants to show off all they
know about their product and talk endlessly
about it – financial advisors are eager to
bore their would-be clients to death (a nov-
el approach to making sure they don’t run
out of retirement savings before expiring),
speakers tell me their speeches (even when
asked to tell me about their market), small business owners
of every stripe are myopically mesmerized by their own deliv-
erables. This was NEVER the master-key to riches, as Mrs.
Paul’s Fish Sticks will momentarily illustrate. Not then. Cer-
tainly not now. Now it is fastest path to poverty. I was recently
visiting with Gold Member Tony Rubeleski, author of MIND
CAPTURE, who has made himself a specialist in the secur-
ing of space in a consumer’s mind, and he and I talked about
the amazing fragmentation of the media well past point of way
too many competing places for consumers to look, so use of
media is akin to having a billboard on a highway with a 150
MPH speed limit and everybody zooming by at 160. He and I
talked about the overwhelming clutter. The getting of attention
from the mass-market is extremely difficult and expensive –
too difficult and too costly for just about anybody who might be
reading this Letter.
Source: Book: ‘Better Than Homemade: Amazing Foods That Changed The Way We Eat’ by Carolyn Wyman.
Page 12
The invention and arrival of Mrs. Paul’s Fish Sticks was a
literal godsend for the then-30-million Roman Catholics in
the United States who were prohibited from eating meat
on Fridays or during Lent. We Lutherans went along with it
too, just in case. In fact, 40% of all fish sold each year in the
U.S. was purchased and consumed in just the seven weeks
between Ash Wednesday and Easter, and nearly another
40% on Fridays. By the time God changed his mind about the
severity of the sin of meat-consumption on Fridays and the
Pope got the memo, it was too late. Fish sticks were on every
school’s Friday lunch menu, sold in every supermarket, and
continued to be served at home one to two times a week. The
family behind Mrs. Paul’s qualify as Renegade Millionaires,
by the way. They thumbed their noses at the then standard
industry practice of contracting with a single
distributor, instead granting no exclusives,
dealing direct with chains, and driving de-
mand with advertising. In the earliest days,
founder Edward Piszek convinced a store to
stock the Sticks; his wife, posing as house-
wife, would engage other customers in con-
versation about the product within earshot of
the manager, and a team of relatives bought
bundles of the stuff with Piszek’s cash to ar-
tificially demonstrate demand and warrant
better shelf position and display – guerilla
warfare. That was not necessary for long, thanks entirely to
the Catholic’s joy at finding an easy, convenient, cheap way
to get through Fridays without rod and reel. In short, the prod-
uct was not the magic here; the magic was the market. This
makes the WHO far, far more important than the WHAT. It can
also suggest or dictate Place Strategy. Bottom-line is: if you
do not have a specific target market for whom you are match-
ing everything, and for whom you will be eagerly welcomed
and paid attention to despite all other competing distractions,
you are reduced to standing outside and jostling about in the
crowd; you do not have the master-key to the vault.
nnnnn
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 Ad Illustrations from “Better Than Homemade:
Amazing Foods That Changed The Way We Eat”

A FEW EXTRA NOTES. l The long-dysfunctional Burger King company, suf-

fering a 6% YTY sales drop, and falling behind not just McDonalds, but Subway,
even KFC, has announced a radical departure from its teen/“hip” young adult
focused advertising to speak, instead, to a target customer it has long ignored:
MOMS, and speak about - this is shocking - food. l HP has just, abruptly, exited
the business of “pads” advertised to consumers as ultimate entertainment de-
vices, and will try and salvage itself by returning to B2B clientele actually buying
things for business purposes. l FOX has recently reversed an earlier decision
and is forking over big money to bring “ultimate fighting” to both FOX and its
ailing FX network, as magnet for their coveted 16 to 29 age audience, while CBS
has found success with ‘Blue Bloods’, a show very much for the gray-haired, stay-
home-on-Friday-nights audience that some advertisers are discovering have real
money and a willingness to spend it. The outcomes of these movements do not
need known to see the reality behind them: markets/audiences matter. These busi-
nesses’ leaders recognize (perhaps grudgingly) that the WHO is more important
than the WHAT, and must govern the WHAT, in a success equation. n

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 (Continued From Page 7)
industry in this article. Info-marketers won’t be far behind, nor should
they. Every new or expanded business or professional opportunity,
vocation, industry that comes into being automatically expands the
size, scope and opportunities of the information marketing industry.
If you’re not already in or getting in, you should investigate getting
in. Start with the Information Marketing Association President Robert
Skrob’s book THE OFFICIAL GET RICH GUIDE TO INFORMATION
MARKETING (New Edition) available at Amazon.com, BN.com,
booksellers or info-marketing.org. Attend the Info-SUMMITSM too.
I GETZ MAIL
From Diamond Luxury Mem-
ber JOHN MELLEY (JohnMel-
ley.com): I wanted to thank
you for your RENEGADE MIL-
LIONAIRE TIME MANAGE-
MENT SYSTEM. I’ve worked
with appointment books and time-blocking,
timing phone calls, e-mail at certain times, etc.
but the big takeaway for me from these audios
was “SCRIPTING of my day”. Perhaps it was
the language that made the light bulb go off,
because, as a voice actor, working in radio,
and a producer of audio products for clients,
I work with scripts all day long. When I heard
you explain how you literally script your days, I
thought: if I work with scripts for ALL my other
projects, it only makes sense to treat my day
as a project and work from a script for that. I
had pieces of this, but your discussion with Lee
Milteer fit those pieces together. I’ve only been
writing out my Daily Script for a few days, but
already the results have been HUGE! Thank you
(and Lee) again.
John, you caught me. I swiped scripting. When I began study-
ing writing, copywriting, that led to storytelling, and that led to
script-writing, as well as story-boarding. The idea for a script, not
just a to-do list, for each day originated with the way TV shows,
movies and TV commercials are put together; not just the words,
but the physical choreography, facial expressions, gestures and
times specified. One of the best actors I’ve ever worked with on
this, Florence Henderson, could do a long read off the prompter
taking, say, 4 minutes, be asked to get it in 3 minutes and 20
seconds, adjust and hit that 3.19.5 perfectly with the very next
read. Most actors have honed this ability. Robert Wagner was
almost as good at it, when I filmed him. As my career progressed,
I got involved with a lot of audio, video and TV infomercial pro-
duction, thus knee-deep in scripting. I have also long written full,
word for word scripts for speeches, seminars, other presentations
Page 14
even if then backed out to just bullet point slides, scripted every
sales presentation, and I basically merge Maltz’ Theater of Mind
with scripting to prepare for important one on one meetings –
always trying for reality to be déjà vu. People balk at this with
the spontaneity argument, despite the fact that virtually no one
exceptionally successful at anything performs it spontaneously.
Facts be damned. So, like you, I arrived at the conclusion that if
scripting was best for all these other things, why not for the day
itself? So, congratulations. I’ll also use this as efficient excuse to
plug the Renegade Millionaire Time Management program you
referenced and my original No B.S. Time Management for En-
trepreneurs book, and to “leak the news” that my long-time col-
league Lee Milteer is soon returning to Glazer-Kennedy Insider’s
Circle™, with a new coaching/mastermind program (replacing the
successful Peak Performers Group that ran for about 5 years), it
centered on implementation. Possession of knowledge without
ability to convert it into organized effort (one of the 17 Hill prin-
ciples) is nearly worthless – an empty intellectual exercise, so I
am a champion of strategies, techniques and disciplines for doing
so, and investment in developing such skills.
From: Diamond Member David Wolfe: I was
working with a fellow GKIC Member today on
a ‘gratitude marketing campaign’ and, popped
into my head, how grateful I am for you and
your body of work. I find you to be a very gener-
ous and giving person – generous with your ex-
periences, and with a desire to see us do well, as
long as we do the heavy lifting. On most days,
your words keep me focused, proud of obsta-
cles overcome and accomplishments, and opti-
mistic about the future I control. You are in my
head. Some day I wish you would get the hell
out, but for the most part, I’m glad we have the
conversations we do. Don’t retire yet.
That’s one of the nicest compliments – “I wish you would get the
hell out”. I believe I add a lot of value as an irritant, annoyer,
offender, uncomfortable cattle prod, inconvenient truth teller, pro-
vocateur. Getting under peoples’ skin is my finest skill. Now, let’s
not publicize that generous and giving stuff. I have an image to
protect. Don’t damage the brand. As an aside for all, that might be
useful: I have long understood that it was very important, regard-
less of the deliverables being swapped for money, to be in the
heads of my customers and prospects everyday. This is a strate-
gic purpose few businesspeople embrace and invest in, instead
focusing merely on selling stuff. If you succeed at being part of
the daily conversations going on in the minds of your customers,
you don’t have sales, retention or repeat business troubles. A lot
of that has to do with attracting the right folks in the first place.
Overall, though, it has to be what you’re doing. n
(Continued on Page 18)
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 Q&A
Yo u ’ ve G o t Q U E S T I ON S ,
D a n ’s G o t A N S W E R S

New Gold Luxury Member John Essiam in London, England de-
scribed being at very start-up of a new business in web design
and social media services, which he wants to afford him the
kind of freedom that Bill and I have; he wants to work only 20
hours a week, thus having 4 hours a day plus weekends free. He
didn’t ask about that, though. The curiosity questions posed:
(1) If there is one thing you want in your life right now, what
would that be? and (2) Where do you see yourself in the next
10 years.
John, this is going to be very harsh. But my answer to (1)
is: the one thing I’d most like now is: less people around
trying to get the rewards reserved for exceptional effort
as well as exceptional skill at bargain basement prices,
trying to get a lot for a little, deluding themselves about 4
hour workweeks or workdays. The whole thing is wear-
ing on me. For clarity for all, Bill and I have both built,
bought, paid for a great deal of freedom, which we each
use quite differently. We have the freedom to do nothing
if we choose and likely have our accumulated money
out-live us. We get to refuse all sorts of opportunities
and clients. We create our own schedules and write our
own paychecks. We use our freedom differently – for ex-
ample, he travels on vacations a lot including overseas; I
abhor travel, but I have my entire life revolving around
being at the racetrack. HOWEVER, THIS FREEDOM
SHOULD NEVER BE THOUGHT OF AS FREE NOR
CONFUSED WITH NOT WORKING. Neither he nor I
could imagine someone just starting a business to even
be thinking about limited work hours – at that stage you
eat, sleep, live the business. You give it everything you
have. Everyone around needs to agree to back-seat sta-
tus. Beyond that, now I’ll just speak for me: I don’t keep
track exactly, but I’d peg most of my work-weeks, now
at 53 to 74 hours, and I consider that a reduced schedule,
nearly part-time. Some of that is overlap – I go through
the week’s mail Friday or Sunday evenings while si-
multaneously watching television. Juxtaposed, we take,
mostly, mini-vacations linked to unavoidable business
travel, thus three to six each year. I give about 15 to 20
hours a week to racing unless away on vacation or busi-
ness or both. Maybe I just don’t know the right folks,
but every wealthy and successful entrepreneur, CEO,
professional, you-name-it I know, have studied or even
had a conversation about this with puts in long hours
and works their asses off – except Kim Kardashian, who
does work a lot but clearly not enough to take anything
off her ass. My doctor, a celebrity doc, has a radio show,
lots of TV appearances, an internet-based business,
writes at least a book a year, sits on corporate boards
and sees patients from 9 AM to 6 PM over 150 days out
of the year. He is a multi, multi-millionaire. Trump: 12 to
14 hour days, beginning with reading 3 newspapers at
6 AM – admittedly with golf games and brief vacations
sandwiched in. Now, your 2nd question: answer: disap-
peared from view, which, incidentally, means I won’t be
hearing from people striving for a 7-figure income from
a 7-minute workweek. At all.
New Gold Luxury Member Steven Daar, Educators Retirement
Advisors describes launching a financial advisory practice with
niche-objective of becoming “THE trusted advisor for teach-
ers in Chicago”, and later expanding nationally. He described
a marketing strategy too long to re-state here, and asked for
advice about omissions and additions.
Steve, first, kudos for specialist positioning plan. Now,
several comments. To the “what would you do with
$100,000.00?” question, you talked about mass media,
like TV and radio – this is polar opposite of aim at a
specific, small, directly reachable market. Cross it off.
You cited your real marketing budget at $2,000.00, and
indicated heavy reliance on e-mail. This from the Profes-
sor of Harsh Reality: (a) one client is worth more than
$2,000.00, so that as a year’s marketing budget is ut-
terly, completely fantastical. Even at a 10-1 ROI, it’d
get you just ten clients. (b) You aren’t going to secure
attention, create authority and expert status and trust
with e-mail. That’s like hoping to change the tides by
spitting into the ocean. You need to “farm” this target
prospect group with a book, evenings with the author
by invitation, an infomercial style DVD, direct-mail, a
print newsletter, special reports. (a)+(b)= GET REAL.
You also said that your first e-mail campaign taught you
that if you start out writing about yourself, no one will
care – you need to give them benefits immediately. You
are rushing to judgment based on one e-mail campaign.
Actually, financial advisor clients buy the advisor. It’s a
person-to-person trust business, not a products, services
or even benefits business – so you must be able to inter-
est them in you and your “take” on all things financial
(Continued on Page 17)

HAVE A NEW, INTERESTING QUESTION FOR DAN? FAX/SEND TO THE GLAZER-KENNEDY OFFICE FOR FORWARDING
& MAYBE YOURS’LL BE ANSWERED RIGHT HERE! If you’re a New Member, be sure to submit your New Member
Questionnaire from your INCOME EXPLOSION GUIDE, as those questions are often tackled here.
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® The PLACE For PROSPERITY™
Page 15
 Tools to Help You Find
Hot Markets
Finding a hot market is a little bit like being a detec-
tive. The characteristics of a hot market are as follows:
• It contains a large number of people
• These people are irrationally passionate
• They have disposable income
• They have their own jargon
• They have their own magazines
• They may hold their own conferences
and events
• They have their own celebrities
In other words, you are looking for a group of people
who have their own subculture. Finding these subcul-
tures is actually quite easy. In fact, once you get start-
ed, you will find niche markets everywhere. It’s a little
bit like what happens when you are thinking of buying
a particular kind of car. All of a sudden you start to see
those cars all over the place. In actual fact, this hap-
pens because your brain has tuned in to take notice of
these cars. In a similar way, you have to learn to use
your ‘Market Radar’ and tune into the niche markets
that are all around us. Some of the best ways to dis-
cover niche markets are:
1. Checking Out Magazine Racks: By their very nature,
magazines cater for different niche markets. In fact,
magazines can only continue to exist if there is a large
group of people (a market) who will buy them regular-
ly. Additionally, magazines generate revenue through
advertising. Naturally, advertisers will only pay for ads
if they see a return on their investment. Therefore,
magazines are an excellent indicator that you can use
to find niche markets.
2. Visiting Bookstores: Another good place to hunt for
niche markets is a large bookstore such as Borders.
Next time you visit a Borders store, take notice of the
labels on the shelves and the ways in which the books
are categorized. The other good thing about going to a
large book store like Borders is that they usually have a
comprehensive magazine area as well.
Page 16
3. Going to www.Magazines.com: If getting off the
couch and going to Borders all sounds too hard then
logon to www.Magazines.com. This website is a great
resource for finding niche markets. The magazines are
broken down into categories and are even ranked by
popularity.
4. Going to www.Amazon.com: Amazon.com lists over
80,000 magazine titles! You can browse by subject,
conduct a detailed search and even analyze trends
with their ‘Movers and Shakers’ facility. Amazon.com
also updates the top selling magazines daily.
5. Going to www.ClickBank.com: ClickBank.com is the
number one digital product retailer in the world. You
can search through their marketplace and see hundreds
of existing products and get great ideas of hot markets
that other people are already using online!
6. Talking to Passionate People: Have you ever spo-
ken to someone and been amazed by the passion they
demonstrated for a particular topic? Genuine passion
is unmistakable and it is often a great indicator of a
potential niche market.
7. Listening to People’s Problems: People spend a lot of
time talking about their problems. While this can some-
times get tiring, it can also be a great way to discover
profitable niche markets. If someone has a problem,
there is a good chance that many other people share
that problem. Think of it this way: wherever there’s a
problem there is an opportunity.
8. Watching TV: Television is a trend driven medium.
What this means is that news and current affair pro-
grams often report on emerging trends. These general
interest stories can be a great resource for identifying
potential niche markets.
While these eight market sources are a great place to
start your search for niche markets, the real trick is to
learn to keep your marketing radar on 24 hours a day,
seven days a week because you never know where or
when that profitable niche market will appear.
nnnnn
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 (Q&A Continued From Page 15)
relevant to them, you and they must connect in ways
that transcend the core business. Hopefully, by the way,
you have a ‘reason why’ story for being on your mis-
sion to help teachers – Mom’s a teacher, a teacher turned
your life around, etc. This is not to say that what’s-in-
it-for-them benefits, scaring them about money mis-
takes and a future fraught with peril, a feckless union,
a pension system on thin ice, and direct-response offers
aren’t important. They are. But, this is a developmen-
tal sale requiring them to decide you are THE guy they
want working for them. You are young – that makes it
all the more critical to surround yourself with the trap-
pings of authority. You asked about books. I am sending
you as gift, a copy of the CREATING TRUST book I co-
authored with top financial advisor Matt Zagula. I urge
reading: TO BE OR NOT TO BE INTIMIDATED/Robert
Ringer as other starting point.
I get asked “economy questions” a lot – and since most econo-
mists are about as good at predictions as TV weathermen, I feel
perfectly justified in sharing my opinions. Here’s one:
This can be a good time for bold bargain-hunters. On
August 5th, after a 512 point Dow drop the day before,
smaller drop the day before that, and another 80 points
or so drop by noon on the 6th, I took about $100,000.00
of cash on vacation in my brokerage account and bought
more stock in two companies I already own stock in –
Disney, at a $5/appx.15% discount from the per share
value I have it calculated at, factoring in highs of past
couple years only (not potential), and Tupperware at
a $12/almost 20% discount. I almost bought back into
Herbalife too, but there was only a 12% discount there
and I view Tupperware as a more stable play, although
both are very much international plays and had I been
spreading $500,000.00 instead of $100,000.00 around, I’d
have taken some. Now, I’m not touting stocks here, nor
suggesting I’m some sort of expert; I may be buying on
the way down and need a lot of patience – we’ll see.
When I stick to a Buffett-like philosophical approach, i.e.
investing in good, well-managed companies that make
and/or sell a variety of things ordinary folks regularly
buy and have little speculative or leveraged activities
driving their numbers, and buy at big discounts, and
exit in part or whole once past a pre-determined target,
I have done just fine. But again, stock picking is not my
subject here. I use it only as illustration of principle:
these are good times for bold bargain-hunters. I might
have used real estate as similar example. But instead,
let’s use it as jumping off point for bold bargain-hunting
for your business. So - What’s on sale?
Media. Ad rates for print media particularly are at all
time lows, almost anything can be negotiated, and lock-
ing in today’s rate for multiple insertions over coming
2 – 3 years with partial prepayment can be great invest-
ment. A lot of media has less ad clutter too, so your ad
space is worth more but costs less. Above par talent.
Whether hiring and adding employees or using outside,
Page 17
freelance providers, now is a very good time to acquire
a higher caliber, more experienced employee than you
could afford pre-2008 and to put higher caliber freelanc-
ers to work developing product, building web sites and
other media, writing copy, consulting, whatever to work
at bargain rates. Even I am a bargain at the moment. I
haven’t raised my day rate for consulting or speaking in
five years, and ordinarily it would have been bumped
up by at least 25% over that period of time. I am doing
roughly 25% more work for my fee as a copywriter than
I would have done in 2007 – the minimum ante’s the
same, but the amount of work-product provided, more.
My private client group yearly fee in 2011 and for 2012:
less than in 2007 and 2008. In my case, I could simply
just do less, and I am doing that too, but I happen to still
like to work. Across the board, writers, photographers,
video producers, web developers, consultants, coaches,
speakers, you-name-its are competing for a shrunken
and shrinking pool of clients able and willing to use
them. That is an organic price/fee suppressor you can
take advantage to get things done you need now or to
prepare for the most aggressive attack on a good econo-
my the moment the worm turns, either at big discounts
on the caliber of service you would ordinarily invest in
or by stepping up a rung or two or three but only paying
what you would customarily pay. Sales professionals.
You can recruit up. Get people to work only for commis-
sions who would never have done so 3 years ago. Get
top-flight salespeople to work as tele-marketers. Raid
collapsed industries like real estate. Other companies.
Great time to acquire. At small biz level, be alert for op-
portunities to buy a business with its own money, one
way or the other. One of our Members in the retail print-
ing field was approached by a printer in his area who
had decided to retire 5 years earlier than intended due
to the economy; he sold his receivables, clientele and 4
months of field work moving accounts over for a per-
centage of the revenue over 7 years, subject to a pre-de-
termined cash buy-out at buyer’s option. He disposed
of his equipment separately. The buyer shelled out zip.
Neglected or orphaned customers or clients. I’ve hon-
estly never seen anything like it: businesses suffering
but simultaneously cutting back on communication and
coddling of current customers, refusing to invest in re-
tention or rescue, not pursuing inactive customers at all.
This, while customers are less willing to casually spend
and more sensitive to being taken for granted. This
leaves a whole lot of restless, seducible customers wan-
dering around. Now is a good time to invest more (not
less), more aggressively (not more conservatively) in ac-
quiring customers with predictable, good lifetime value.
Assume, for example, that you normally buy a customer
worth $1,000.00 over 5 years for $200.00. Let’s go buy
more right now at $400.00 each – what does that look
like? If we took the extra $200.00 each and bought 1,000,
that’s $200,000.00. If we give it one half the $1,000.00
value, $500.00 over 5 years that equals a 250% return in
5 years; averaged 50% return per year. Where else are
you going to get that? And it might not take that to be
predatory and aggressive, if you can focus on others’ ne-
glected customers. n
™
® The PLACE For PROSPERITY™
 (Dan Continued From Page 14)
Final Thoughts This Month – on why they fail
“A man asked me why it was that so many would-
be salesmen failed. I told him it was because most of
them set sail upon the sea of commerce without the
chart or compass of true education. Comparatively few
chemists, or mechanics, or physicians or others who
really prepare for their work fail.” This from a book
titled ‘Sales Promotion’ recently gifted to me by Diamond
Luxury/IBA Member Mike Capuzzi. The book was
published in 1906.
1906. Yes, in 1906, there were people like me trying to get salespeo-
ple and businesspeople to take mastery of the sciences and crafts
of advertising, marketing and selling more seriously. Why is it that
people think nothing of going to college for four years, then medical
school for four more, racking up $200,000.00 or more in debt, then
interning and working 16 hour shifts, to finally be a doctor – but balk
at reading at least a book a week, giving an hour a day to educa-
tion conveniently handed to them on audio CD’s, coming to a few
seminars each year, even managing to open and read this newslet-
ter each month, yet fully expect to be able to advertise, market and
sell so successfully they out-earn most doctors? In a four hour work
week? Quenching thirst not with a well drilled and pump primed, but
with an app?
Ignorance. Sense of entitlement. Fundamental misunderstand-
ing of business in general and the business they’re in, specifi-
cally. People do not understand that marketing is a profession just
as is medicine, made up of knowledge and science and disciplines
and skills that must be learned; skills that must be practiced; that
must be developed, from clumsy to deft. People believe that be-
cause they own a restaurant and serve good food, they are entitled
to success. People do not understand that all business is actually
the advertising, marketing and sales business, with slightly differ-
ent deliverables exchanged for money. Ignorance can be replaced
with intelligence. Entitlement can be set aside. Understanding can
be gained. But as comedian Ron White says, you can’t fix stupid.
A lot of people stay willfully stupid, refusing to accept that success
is earned in proportion to mastery, and instead of getting about the
business of mastering high value skills, they chase unicorns of easy
money and unearned wealth and mysticism. As the author noted in
1906, most people just don’t prepare for their work – overall or by the
day*. (*About that, see this month’s I GETZ MAIL.)
head handed to them on a stick. Don’t they realize that I studied
that, traveled to observe the best, got transcribed pitches, learned to
create scripts, practiced, was bad where it didn’t matter to get good;
studied the psychology of crowds, studied speakers and state fair
pitchmen and TV evangelists, studied salesmanship, studied copy-
writing – prepared for the work? Yes, you can buy off-the-shelf
magic tricks and fool and amuse your grandkids, friends who
good-naturedly humor you, and your dog. But you’re no threat
to Copperfield or Blaine. And here’s the rub, for me: the very
candid truth is, if you’re happy to settle for that; for some off-
the-shelf tricks, just to make some money, I have no interest in
you. I see you as a bug. You’ll get that and you’ll leave and go from
tricks peddler to tricks peddler and I say: good riddance. I am for the
serious person who has set out to become a marketing professional
and is willing to engage in intense preparation continuing for years,
to get so good at it they are “a threat to Copperfield.” Folks around
here like that, like Sean Greeley, Capuzzi, Dwight Woods, they love
me. They’re rare, of course. I know I write and speak and teach for
few. But they were there in 1906 and they are there now. We hunt
each other.
Yes, technology has certainly changed a lot since 1906. Halle-
lujah! Horse ‘n buggy for car, for starters. The interstate highway
system to drive the car on, the internet to drive messages on. But the
chief reasons for failure or success have NOT changed one whit in
all those years – much to the distress of those who think it’s the gad-
gets that make Bond Bond or the cape that makes Superman Super-
man. Sorry. There are lots of gadget stores and cape stores. I’m not
in those businesses. And, love me or leave me, I’m not changing,
even as change may swirl around me.
DAN

Somebody recently sent me their first attempt at a long sales letter

made to power points presentation for a web site and I had to tell him
it was the worst, most incoherent attempt I’d ever seen. I didn’t need
to ask; I’ll very safely wager I was seeing the first and only draft. Not
slaved over through fifty re-writes. Not taken to a small hotel meeting
room with 20 prospects in it and delivered to see if it worked. I see it ©Peter C. Vey/The New Yorker Collection/www.cartoonbank.com
all the time with platform selling: somebody thinks they can just hop
up there for the first time and do $100,000.00. And they get their
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® The PLACE For PROSPERITY™
Page 18
Thanks to Dan Kennedy and Bill Glazer, I’m No Longer
a Small Business Owner—I’m an Entrepreneur!
BEFORE GKIC:
I became a small business owner when I started my first business, Dynamic Communication, in October, 2001. My
main offering was writing and designing newsletters for corporations, nonprofits, associations, and chambers of
commerce. A few years later, I had about 25 corporate clients and I was making good money. You might say I was a
successful small business owner, but there was a big problem! My time was maxing out, and I couldn’t continue to
grow unless I was going to hire and oversee staff, which I was not willing to do.

Fortunately, in 2006 my friend Mike Capuzzi (Philadelphia Independent Business Advisor and inventor of CopyDoo-
dles) introduced me to Planet Dan and I started to quickly and intensely re-educate myself about how to market and
Jim Palmer
grow a business. I immersed myself in everything I could get my hands on and my mind started an amazing shift
from that of a small business owner to that of an agile, fast-moving, wealth-creating entrepreneur. GOLD Luxury

Entrepreneurs leverage their time, skill, and resources, and the talents of others, to create sustainable wealth. They’re also open to creat-
ing multiple streams of revenue, perhaps even in different industries or niches. It’s also been my experience and unscientific observation
that entrepreneurs are more accepting of risk and love speed, and one thing I have learned is that wealth rewards risk and speed.

AFTER GKIC:
My first post-Planet Dan entrepreneurial decision was to begin leveraging my skill and talent for creating newsletters and sell them to
multiple clients instead of just one client at a time. This led to my second business, No Hassle Newsletters, where I now provide content
and ready to go newsletter templates to clients in nine countries. I also embraced the strategy of becoming a celebrity expert, and anointed
myself The Newsletter Guru. Actually a client called me that and I like the way it sounded!

Next, as I continued to grow No Hassle Newsletters, I launched my Concierge Print and Mail on Demand Service—a complementary
service that provides another revenue stream. One of the best ways you can grow and add profits (and build wealth) is to provide comple-
mentary services to your existing customers. My fourth business, No Hassle Social Media, is capitalizing on the social media wave by
offering “done for you” content that makes it easy for entrepreneurs and small business owners to profit from the social media marketing
phenomenon.

Another big lesson learned was effective positioning and in 2009, I began writing books; The Magic of Newsletter Marketing, Stick Like
Glue, and my latest, The Fastest Way to Higher Profits. I also began speaking to groups of entrepreneurs about client retention and, of
course, the power of newsletter marketing. Also in late 2009, I launched my own Web TV show, “Newsletter Guru TV,” and a master-
mind group and private coaching program – again, creating multiple streams of revenue. Earlier this year, I launched my first information
product, Double My Retention, where I reveal the outrageous client-retention program I use in my business that has more than doubled the
length of time my clients stay with me.

Today, I only have one corporate client, by choice, and my business now affords me the opportunity to live the lifestyle that I choose. It also
gives my wife Stephanie and me the opportunity to give back and make a difference in the lives of others. I can’t thank Dan, Bill, and the
entire Glazer Kennedy team enough for this amazing education and transformation.

Put your success story in 1,000 words or less and email it to GKIC at SuccessStory@DanKennedy.com. Winning entries will be featured
in future Issues of the No B.S. Marketing Letter and will receive a choice of either the Magnetic Marketing for the NEW Economy or
the Renegade Millionaire Marketing System. Please indicate in your email which of the above Resources you would like to receive.

™
® The PLACE For PROSPERITY™
Page 19
 What’s Going On With...
No B.S. Certified Business Advisors

GKIC Local Chapter Meetings CHAPTER

AZ Phoenix (East): 9/7 MA Boston/North Shore: TBA MEMBERS TALK
AZ Phoenix (West): 9/7 MA Cape Cod: TBA
CA Glendale/Pasadena: 9/27, MA South Shore: TBA “I just wanted to take the time to personally thank
10/25 MD Potomac, Rockville, you for giving me the opportunity to attend the
CA Orange County: 9/28 Bethesda, Silver Spring: chapter meeting. I couldn’t sleep that night when
CA San Diego: 9/20, 10/18 TBA I got home. My head was on overload with all the
CA San Francisco: 9/8, 10/13 MI S.E. Michigan: 9/27, great ideas, and information that was provided.
CA Yuba City/Chico/ 10/18 They OOZE money when they speak! Attending
Redding: 9/8, 10/13 MI Grand Rapids: 9/22, 10/27 just this one meeting has created more than
CA San Joaquin Valley: 9/20, NM Albuquerque: 9/13, 10/11 enough value to justify my membership cost for
10/18 NV Las Vegas: 9/22
the entire year!”
CO North Denver & North NY New York City & All
CO: 9/20, 10/18 Boroughs: 9/22, 10/20 Gerry Frank
CO South Denver & West OH Cleveland/Akron: 9/13 GKIC/Cleveland
CO: 9/21, 10/19 OH Cleveland East: 9/13
CO Colorado Springs: 9/22, OR Portland: 9/8, 10/13 “I can’t thank you enough for inviting me
10/20 PA Philadelphia: TBA out to your meeting, which was extremely
FL Jacksonville: 9/20, 10/18 PA Pittsburgh: 9/27, 10/25 beneficial in validating that the methods taught
FL Emerald Coast: 9/27, TX Dallas/Irving: 9/19 by Dan Kennedy and Bill Glazer actually work.
10/25 TX Tarrant City/Ft Worth: Interacting with people in my area was very
FL Tampa: 9/20, 10/18 9/13 motivating. I will start my day tomorrow very
FL Miami: 9/28, 10/26 TX Houston North: 9/28, different from yesterday thanks to you and the
FL Fort Lauderdale: 9/28, 10/26
group. I look forward to receiving the book
10/26 TX Houston Central: 9/27,
GA Atlanta: 9/13, 10/11 10/25 and hope to have some good news at the next
ID Idaho: 9/8, 10/13 VA Northern Virginia: 9/22, meeting.”
IL South & West Chicago 10/27 Dr. Farris Patterson
Suburbs: 9/21, 10/19 VA Charlottesville: 9/6, 10/4 GKIC/Chicago & NW Suburbs
IL Chicago & NW Suburbs: VA Harrisonburg: 9/1, 10/6
9/19, 10/17 WA Seattle South: 9/27, 10/25 “I’ve had a very long and organic process of
IL Northern Chicago WA Seattle/East Side: 9/6, creating and discovering an entrepreneurial niche
Suberbs: 9/19, 10/17 10/4 that blends my interests and gifts into a viable
IN Indianapolis: 9/9, 10/7 WA Ellensburg/Yakima: 9/14,
business model. Once I joined the mastermind
IN Michiana Area: 9/13, 10/19
10/11 WI Milwaukee: 9/8, 10/13 group, a lot of things came into focus for me, and
IN Fort Wayne Area: 9/20, WI Green Bay, Appleton, I finally felt like I found a place I belonged. I now
10/18 Oshkosh: 9/12, 10/12 identify as an Information and Internet Marketer,
KY Louisville: 9/27, 10/25 WI Madison: 9/13, 10/11 and I’m really impressed with and blessed by the
amount of information, resources and support that
To contact your Local IBA go to are now at my fingertips. It’s tough to go it alone.
www.dankennedy.com: Having a team of people makes all the difference
• Locate the Local Chapters Icon along the top of the website and “click” in today’s market. After only a few meetings, I’m
• Insert your GKIC MEMBER number in the box and click SUBMIT. well on my way to breakthroughs in my business
(Your number can be found on your NO B.S. Marketing Newsletter
envelope and/or CD Mailing envelope). that will change everything.”
• Select an area on the map and “click” Dawn Rickabaugh
• A list of No B.S. Certified Business Advisors will come up
GKIC/Glandale-Pasadena
• Contact the IBA in your area for Chapter/Mastermind Meeting Information

™
® The PLACE For PROSPERITY™
Page 20
GKIC Local Mastermind Meetings
There is nothing like the group dynamic of the “Mastermind”
where like minded progressive individuals can meet to share
their ideas to strengthen the courage of their convictions.
AZ Phoenix (East): 9/6
AZ Phoenix (West): 9/6
CA Glendale/Pasadena: 9/16, 10/21
CA San Diego: 9/12 & 13, 10/10 &
12
CA Yuba City/Chico/Redding: TBA
CO North Denver & Northern CO:
TBA
FL Jacksonville: 9/20, 10/18
FL Miami: 9/6 13 & 20, 10/4 11 & 18
FL Emerald Coast: 10/21 & 22
IL South & West Chicago Suburbs:
9/30, 10/28
IL Chicago & NW Suburbs: 9/1 & 7,
10/4 & 6
Il Northern Chicago Suburbs: TBA
IN Indianapolis: 9/23, 10/28
IN Michina Area: 9/27, 10/25
KY Louisville: 9/13, 10/11
MA Boston/Newton: 9/12
MA Cape Cod: TBA
MA South Shore: TBA
MD Rockville/Potomac/Bethesda:
TBA
MI S.E. Michigan: 9/28, 10/26
NM Alburquerque: 9/20, 10/18
NV Las Vegas: 9/14
NY New York City & All Boroughs:
9/27, 10/25
OH Cleveland/Akron: TBA
OH Cleveland East: 9/20 & 22
PA Philadelphia: TBA
PA Pittsburgh: 9/20 & 22, 10/18
TX Dallas/Irving: 9/19
TX Tarrant City/Ft Worth: 9/6 & 29
TX Houston North: 9/28, 10/26
TX Houston Central: 9/20, 10/18
VA Northern Virginia: 9/15
WA Seattle South: 10/12
WA Seattle Eastside: 10/12
WI Green Bay: 9/20, 10/18
WI Madison: 9/20, 10/18
IBA Profile
“Becoming an
Independent Business
Advisor (IBA) has been
one of the single best
business and personal
growth opportunities
of my life,” says
Andrew Cass Andrew Cass, the No
B. S. Certified Business
Advisor for South FL. “There are
two main reasons: First I believe
by studying under Dan Kennedy
and Bill Glazer and bringing their
philosophies on direct response style
marketing strategies to a large group
each month in South Florida, I’ve
become a much smarter and more
sophisticated marketer. I’m relied upon
by my Chapter Members and my three
Mastermind Groups to be sharp and
to stay sharp. Dan and Bill say ‘the
teacher ALWAYS learns MORE than the
students’. Second is because of how
well run GKIC is and how amazing the
content is they put out each month, I’ve
been able to build a very solid, growing
Chapter here in South Florida along
with multiple private coaching groups.
A BIG thanks to Dan and Bill for
delivering month in and month out!”

“From everything that has transpired

IBA Mark Maiewski, Central VA (left)
and Chapter member Timothy Johnson
at a recent Chapter meeting
Chapter Meetings are open to all Glazer-Kennedy Insider’s CircleTM Members and your guests. In most areas, you may attend one meeting free. If there is no
Advisor in your area and you would be interested in becoming a No B.S. Certified Business Advisor, contact Howard Zeiden at 410-825-8600 x109.
Bill Glazer with IBAs Keith & Travis
Lee speaking recently
At the Seattle Glazer-Kennedy
Chapter meeting holding
Up an OUTRAGEOUS sales message.
since becoming the IBA in 2008…
meeting and rubbing elbows with
terrific people in the South FL area,
leading and mentoring countless
Entrepreneurs in the Chapter, I’ve
realized that the single biggest reason
people struggle is because they are not
committed students of Glazer-Kennedy
Insider’s Circle direct response style
marketing strategies. GKIC is literally
the Harvard University of direct
response marketing and those who are
committed enough and tough enough to
stay in “The University,” I find, have
breakthrough after breakthrough. Those
who don’t… have breakdown after
breakdown. It’s almost become simple
math at this point.”
Andrew Cass
Miami, FL

™
®
The PLACE For PROSPERITY™
Page 21
 Welcome New Glazer-Kennedy Members to

The PLACE For PROSPERITY

Here is a list of new members who joined the ranks of GKIC in the past month.
Adomas Kontautas Johnnie Frohlich Brian Rypstra Aaron Davis
Colin Richardson David Nissley Salle Combest Duane Jones
Brianne Ernst Bill Oviatt James Smous Victoria Gibson
Dan Neira Nicole Hawkins Bruce Oliver Wendy Richmond
Babs Ekine-Ogunlana Nicole Hawkins Donald Willard Steven Carter
Connie Kaplan David Segure Liz Harris Kim Cullen
Jeff Irish Troy West Jo Ann Bray Vicente Cotto
Mak Himsing Todd Lord George Moricz Liz Bailey
Ron Penksa Karina Alvela Christina Slagle Kiara Annable
Claude Bussieres Maria Otero Nadine Romain Martha Urquhart
Brian Knoebel Mitchell German Magdalena Muldoon Mike LaRosa
Shawn Byfield Leah Boler Tom Zibton Sarah Johnson
Eric Yamaguchi Beth Willey Jamie Reeves Debbie Cammann
Robert Cartelli Jim Armstrong Steve Cobb Stephanie Camarillo
Francis Beltran Kristin Pendleton Mario Cordova Natalia Fisher
Matthew Goldfarb Jeremy Thiel Michael Crawley Moses Waruiru
Russell Soper Kevin Collins Julia Hsia Marta Magnoni
Robert Dempsey Eduard Kelderhuis Charles Lutzow Allen Krom
Yunae Holmes Patrick Collins Andy Nathan John Neibel
Rusty Mack Joseph Vega Mary Jane Oliver Ken Bowman
Kenny Freeman Mike McLean Ann Piasecki Tim Bell
Ron Gage Matt Edgington Christine Rath Rodrigo Del Campo
Jeff Struck Kim Bresden Dan Schwellenbach John Marquez
Kunle Ekunkonye Jimmy Tobias Brian Sewell Richard Cantin
Alene Keenan Khaliyah Barakhyahu Cheryl Pullins Paul Marrurar
Ken Shenkman Sherry Callahan Kevin Galligan Chris Andrews
Mark Mackey Brian Williams Miles Beccia Sue Cook
Robert Kowaleski Gregory Rohler Sue Crislip Beatriz Tupta
Karen Graves Cindy Bassett James WIlson Susan Niemeyer
Marc Bautis Mary Lou Derksen Olalekan Dagunduro DJ Demell
Rich Keller Carol Paukstis Yvette Brisco Alex Pardo
Stephen Day Sean McMann Lonnie Robinson Robert Vico
Daniel Mervar Jay Ngui John Casto Calvin Jones
Rick Wilkerson Richard Hodges Harry Gilliam Michael Stultz
Karen Kinsman Jessica Fergus Shane Miller H Kala Eulitt
Brenda Smith Anthony Kirlew Dave Byers Barrett Sharpe
Leslie Randolph Emily Ortega James Taylor Andrew Charles
Sheryl Jones Sigrid Pieper Mihaela Amira Erik Johnson
Elizabeth Pride Therese Skelly Mark Attwood Charles Muth
Carl Richards Erdal Bezaroglu Patricia Perkins Casey Bearden
Edward Agoston Jeff Ziebell Ziebell James Hu John Carroll

™
® The PLACE For PROSPERITY™
Page 22
 Titanium Info-MASTERMIND Member Benefits:
• Three 2-day ‘closed door’ meetings where every Member will receive a minimum of 45-minutes to present
what’s working and group discussion concerning growth opportunities within their business GKIC Membership Benefits
• Five 30-minute ‘one-on-one’ private phone calls with Bill Glazer personally For more information,
• DIRECTORY LISTING: You will receive a Business Listing, Business Description and “live” link to your
website on the GKIC Directory Listing located on the Membership site at dankennedy.com
visit www.dankennedy.com or call 410-825-8600.
• Copy CONFIDENTIAL/LOS
• ALL of the benefits of Gold/Gold Luxury, DIAMOND Luxury, and Platinum Info-MASTERMIND Membership

Platinum Info-MASTERMIND Member Benefits:

• THREE “2-day” Platinum Info-MASTERMIND Meetings personally facilitated by Bill Glazer. Each meeting
will include: 45-minute Business Hot Seats, “Crush-It” Contest, Affiliate/JV Opportunities Sign-up Session,
Open Q & A Session, and Interesting Stuff Manual
• Two “one-on-one” 30-minute “GET UNSTUCK” calls with Bill Glazer
• DIRECTORY LISTING: You will receive a Business Listing, Business Description and “live” link to your
website on the GKIC Directory Listing located on the Membership site at dankennedy.com
• All DIAMOND Luxury Member and GOLD/GOLD Luxury Member Benefits
• Copy CONFIDENTIAL/LOS

DIAMOND Luxury Tele-Coaching Member Benefits

• Monthly DIAMOND Luxury Tele-Coaching Call with Dan Kennedy and Bill Glazer and a CD of the call
• Private Annual NETWORKING Event
• No BS Internet Profits Report monthly newsletter
• The DIAMOND Luxury ‘Members-Only’ Content Rich Membership Site
• The DIAMOND Luxury Member 4-Page Hot Sheet
• The DIAMOND Luxury Weekly Fax ™
• DIAMOND Luxury Member Discounts
®
• “Marketing To The Affluent” Newsletter
• ALL of the benefits of Gold/Gold Luxury Membership

Gold/Gold Luxury Membership

• Monthly No B.S. Marketing Letter
• Monthly Marketing Interview on CD
• Monthly Marketing Hot Sheet
• Gold ONLY Call-In Hours
• Gold ONLY Restricted Website
• Continually Up-Dated MILLION DOLLAR RESOURCE DIRECTORY
• Member Only DISCOUNTS
• FREE On-Line Success Marketing Strategies
• “Marketing To The Affluent” Newsletter (GOLD Luxury Only)

PUBLISHER EDITOR
Bill Glazer Dan S. Kennedy
Glazer-Kennedy Insider’s CircleTM, LLC.
PHONE: 410-825-8600. 9-6pm EST Monday through Thursday, 9-5pm Should you wish to communicate with Mr. Kennedy’s office directly
EST on Friday. FAX: 410-825-3301. concerning consulting, copywriting or speaking engagements,
WEBSITE: www.dankennedy.com FAX: 602-269-3113 Phone: 602-997-7707
MAILING ADDRESS: Glazer-Kennedy Insider’s CircleTM LLC,
401 Jefferson Ave. Towson, MD 21286. For extra information about Dan and his co-branded clients, special
EMAIL: If your email is in regards to your membership, contact opportunities, and extensions of the Renegade Millionaire SystemTM,
customer service at info@dankennedy.com. If your email is in regards visit www.RenegadeMillionaireMarketing.com. For more information
to an upcoming event, please contact event@dankennedy.com. about Dan’s books: www.NoBSBooks.com.

PUBLISHER’S NOTICES:
Copyright Glazer-Kennedy Insider’s Circle LLC expressly disclaims all warranties as to the contents of this publication including, without limitation, the implies
TM

warranties of merchantability, fitness for a particular purpose, and on-infringement, and makes no warranty as to the results that may be achieved by using the
information contained in this publication. Because this information can be used a variety of ways to fit various business purposes, Glazer-Kennedy Insider’s CircleTM LLC
will not be responsible for any damages (including, without limitation, indirect, consequential, special, or punitive damages) suffered or incured by any person arising out
of such person’s use of or reliance on this publication or the information contained herein.
All rights reserved. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without
permission of the copyright owner is unlawful. Requests for permission or further information should be adressed to Glazer-Kennedy Insider’s CircleTM LLC.
GKIC will pay $500.00 for evidence of illegal photocopying, and/or electronic or fax distribution of this newsletter that leads to a successful resolution of a claim.
Confidentiality is assured. Please contact Jessica Prueitt at jessica@dankennedy.com.
Glazer-Kennedy’s trademarks, logos, and service marks (collectively the “Trademarks”) displayed here, including, but not limited to: NoB.S.®, Insider’s CircleTM, Info-
SUMMITSM, Marketing and Money-Making SuperConferenceSM, Magnetic MarketingTM, Renegade MillionaireTM, “Dan Kennedy” and Dan Kennedy’s image and likeness
are trademarks of and used exclusively by Glazer-Kennedy Insider’s CircleTM, LLC in the US and/or other countries. Nothing contained in these materials should be
construed as granting, by implication, estoppels, or otherwise, any license or right to use any trademark displayed in this publication without the written permission of
Glazer-Kennedy or such third party that may own other trademarks displayed here. Your misuse of the trademarks displayed here, or any other content is prohibited.
You are also advised that Glazer-Kennedy will enforce its intellectual property rights to the extent of the law.
Content © copyright 1996-2011, Glazer-Kennedy Insider’s CircleTM, LLC, all rights reserved.
Page 23
The Back Page

Ideas Of The Month

MODUS OPERANDI operandi for developing direct-mail programs. The suc-

cessful operator turned info-marketer has a proven, suc-
I had a little edit job to do this month – of the Opportu- cessful modus operandi worthy of replication. Joe Sug-
nity Marketing Concept Training transcripts – and I read arman is a fine example of a Renegade Millionaire. You
Craig Simpson’s presentation on direct-mail (which I may know of him for Blu-Blockers; older folks or serious
had not been in the room for at the event), and doing students know him for JS&A; students of copywriting
so reminded me of what an ‘embarrassment of riches’ own his book TRIGGERS. Joe has a rigid, ideological
we have in Glazer-Kennedy Members and vendors. approach to creating copy. I have a set in stone modus
Craig laid out for the audience exactly how $200-million operandi for preparing this newsletter, for writing sales
had been made in one business, step by step, driven by copy about an opportunity, for analyzing a client’s busi-
direct-mail. He spoke no flights of fantasy; he showed ness as a consultant, for developing a platform sales
the pieces, he explained the list selection; etc. And he pitch. Trump for picking a property to acquire; George
revealed one very important secret I’ll only mention but Ross for structuring the deal. Renegade Millionaires
not belabor here: while their new customer was pro- are more rigid than random. If you think otherwise,
ceeding through a 17 week course, you have been fooled; you mis-
they sent 11 different solo offers for modus operandi noun: understand ‘renegade’ as ‘loose
other courses and products. Any- a particular way or method of doing something, cannon’. It’s the randomness of
way, REAL experience. When you one that is characteristic or well-established : most people’s activity that pro-
attend the upcoming Info-SUM- egs.: the volunteers were instructed to buy hibits profitable productivity. It’s
MIT (or any other GKIC event), specific items using our usual modus operandi
SM absence of, poor adherence to or
there are lots of people like this to —anonymously and with cash. Egs: He had poor enforcement of process that
meet: people who know their stuff a particular process for walking about and handicaps and harms business
‘cuz they are really doing things observing a crime scene that more than anything else.
successfully. Tim Seward at ROI he had not varied from in 30 years.
Revolution is really buying hun- • the way something operates or works. This links to reasonable v. unrea-
dreds of thousands of dollars worth ORIGIN Latin, literally ‘way of operating.’ sonable expectations. For exam-
of online traffic for clients who de- ple, it’s nearly impossible for direct
TRANSL. operating system. marketers (and most other busi-
mand profit – he’s not just writing
about it. Dean Killingbeck is re- nesses) to aggressively grow by ac-
ally delivering customers to restau- quiring high quality, new custom-
rants with his direct-mail campaigns – often producing ers without going hundreds of dollars “in the hole” to
500%+ ROI. Grant Miller is running a real retail-service “buy” each one. The most unrealistic and most restric-
business, his chain of tanning salons, and producing far tive activity is attempting to get those new customers
above par revenues and profits, and now teaching oth- at break-even or front-end profit. That’s why the 11 dif-
ers his methods – that a grand tradition I started*: the ferent offers within the 17 weeks of the first deliverable
exceptionally successful operator and marketer of a par- case history that Craig showed was so important. That’s
ticular kind of business also becoming an info-marketer, the kind of sophisticated modus operandi required, to
packaging and selling his real experience to his peers. be able to go negative, buy customers, and convert it to
Bill Glazer himself began on that path – from successful profit.
menswear retailer to info-marketer to menswear retail-
ers. THIS is what “NO BS” is all about. IT IS YOUR JOB to take from all that we show you,
month after month, in my books, in seminars; to take
(*You can make yourself a fortune with this tradition. The pieces ‘n parts and assemble them into your own mo-
Info-SUMMITSM is just around the corner.) dus operandi, for each purpose needed to achieve your
goals. If you wish for someone to hand you a pre-fab,
Anyway, my point here is about THE IMPORTANCE done for you modus operandi to use as your own, know
OF A SET “MODUS OPERANDI”. Buffett has a clear, that sloth is expensive. IT IS POOR PRACTICE to be
relatively simple modus operandi for investing that he running around out there doing much of anything with-
sticks to and repeats. Unsuccessful investors do not; out an operating system.
they react to tips, news reports, hunches, peers, they
buy by whim, at random. Craig Simpson has a modus nnnnn
™
®
The PLACE For PROSPERITY™
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