Dan Kennedy’s 10 Commandments of Marketing Success!

do not spend money on branding okay if I put a dollar in what happens that dollar if I don't know what's happening to it you do not spend the dollar 12-year-old Russell started freaking out cuz I was like this is the greatest thing in the world I want to share with you guys a lesson I learned from Dan Kennedy I literally spent $100,000 learning from him yet he put it inside of this book for 10 bucks and I'm about to show you here inside the video for free so Dan Ken is my mentor he is

literally known as The Godfather of direct response marketing almost everybody who's learned marketing originally came from the man the myth the legend himself Dan Kennedy and Dan Kennedy inside his book no director marketing the ultimate no holds bar kick butt take no prison of direct marketing for non-direct marketing businesses book inside here he has what's called no BS 10 commandments of marketing and what's cool about this is he goes through each of these Ten Commandments and every single one of them are things that traditional businesses break a lot of influencers a lot of social media

people they're breaking two three four of these Commandments and when you follow them strictly and you look like and act like these are like literally The Ten Commandments you don't follow them this is when you see your business explode again I spent over $100,000 to learn this directly Kennedy and you chance learn right now because recently at one of the Dan Kennedy events I had a chance to speak at um I asked Dan if I could actually share the Ten Commandments from this book with the audience and luckily for me and for you he said

yes and today I want to actually show you guys this presentation so we do right now I was going to jump into this clip and show you guys the 10 commandments of direct response marketing you see here rule number one there should always be an offer or offers okay subtitle there says uh make every communication actually ask somebody to do something ideally an offer that the appropriate Prospect or customer cannot refuse okay so this is the first thing to understand there always has to be an offer or offers most people who start a business they

have a product right they have a product um or a service or something but it's it's h it's a product it's a commodity right what happens when we have a commodity the biggest problem with a commodity let's say say chiropractor and I do adjustments and there's 25 people down to you know in boyy down this street right here who are chiropractors who all do adjustments right so you have a commodity everyone has the same product right what happens when everyone's got the same product all of a sudden everyone starts um well I I can I

I also do justments I do them I do them I do them and everyone says the same things so like well I do it for a little cheaper oh I do it for a little cheaper and all everyone's fighting over price and the price gets lower and lower and lower and lower to eventually um what you're what you're selling doesn't like you're not making any money from it right because when you have a commodity um the person with the lowest price actually wins now one other thing Dan Kennedy taught me it's not one The Ten

Commandments here but he said if you can't be the lowest price leader in town if you can't be Walmart there's no strategic advantage of being the second lowest price leader in town right but there is a huge strategic Advantage about being the most expensive okay so this rule number one here is about making offers now what offers you're taking a product that's a commodity that everyone else has and you're adding other things to it to make it unique to make it special where you're the only person on the planet who has the ability to actually

sell that thing right now it's an offer and now there's not eras to the bottom because I'm the only person on the planet that can sell Dan Kennedy's products and courses right I'm the only person that can sell clickfunnels so it becomes unique it becomes an offer that only you have right now a lot of times we don't know what offer is going to work and so that's why it's so important like it says here there should always be an offer offer you need to be putting out a lot of offers into the marketplace okay

that's one of the keys of direct respons Market I put out an offer and try another offer you're testing different things to figure out which offers are going to work okay you're like oh this offer works good oh this offer works really good and so you keep putting different offers out there uh into the marketplace okay so that's rule number one there should always be an offer or offers and number two there should always be a reason for somebody to respond now this one of the keys of directons Marketing in your marketing your messaging your

your sales letters your funnels like anything is there's got to be reason for people to respond now okay what that means is there's got to be urgency and scarcity a reason why they got to do it today okay when I was a a young kid I was think I was 12 or 13 years old I saw my very first infomercial was Dawn the Prix talking about how to make money with tiny classified ads and it wasn't just infomercial he talked about s like oh cool that's a good idea he did the thing he made an

offer which is rule number one and they said this offer expires when the infomercial ends okay now 12-year-old Russell started freaking out because I was like this is the greatest thing in the world I got a pad of paper out down the phone number I was like I got a call I'm like Dad I need your credit card like this offer is about to disappear my dad's like no you're not buying this like Dad like I'm freaking out and I missed the thing the infomercial ends I'm like oh it's over I lost everything right um

but then I was like I need to like I want that so I had this desire he made an offer that was irresistible I had this desire and so I started earning the money I saved with the money and then I would stay uh late night with my dad night after night after night waiting for the infomercial to come back and as soon as the infomercial came back on and I had this opportunity to buy I remember I got on the phone got my Dad's credit card called my order okay because a reason for me

to respond right then if I said there's an offer it's available forever a lot of you guys are never going to buy it so what I have to do is I have to I have to give you a reason to respond now which means we have to take this away which means when this challenge is over that offer disappears okay if I don't take it away from you guys you're like oh well next week I'll try it or next month I'll try oh when I'm ready when I when I when I when I right uh

it's this thing we call the Manana principle like oh Manana tomorrow I'll do it tomorrow that's your prospects are saying over and over and over again okay and if they try to do it tomorrow guess what they're never going to do it because Manana never comes tomorrow never comes okay so if you're Prospect if you don't take things away from them they won't do it the biggest thing you can do to help push somebody to take the step they needed to take to be successful is so you have to make these things disappear like you

have to give them a reason to respond right now number three there should always be clear instructions on how to respond okay the worst things in the world you drive down the street you see a big billboard it's like uh free TV for life if you you know and you see big ad with a good offer you're like oh it's amazing how do I respond you're like I don't know and you drive very past it right or you see 99.999% of all TV commercials they have a funny thing something cool they show you the product

that's amazing and then it goes next commercial you're like ah I don't know what to do like ah right in direct response you always give them clear instructions on how to respond okay if you ever watched me do one of my webinars I'm I don't just like if you're interested go to the website I'm like open up a brand new browser at the top of you type in www.m magnetic marketing.com slgo when you do that it's going to take you to a page right here when you see that page the first thing you can put

in the credit C I tell them exactly what to do okay literally um we uh put these videos on some of our order forms and the video was like Hey welcome to the order form the first thing you need need right now is fill out the form down below first you can put your name then your email address then your shipping address and then put your credit card in and then you click submit button that dorky little video be telling them how to actually fill out the form dramatically increase conversions on the actual form okay

you're like well they're an order form they should know what to do yeah but this is the rule there should always be clear instructions on how to respond you tell them exactly what to do everyone every all your advertising your Facebook post your social media everything you're doing radio ads tv ads you have to tell them how to respond and tell them that part like 10 thousand times right the good radio ad is the one that's G makes the offer and says right now pick up your phone and dial da da d d da once

again pick up the phone and da da three more times and it's telling you exactly what to do over and over and over and over again okay that's rule number three rule number four uh there should always be tracking and measurement okay you have to be able to track what you're doing um I remember uh at man probably my second or my third uh Dan Kennedy event I ever went to a guy named I think is Lenny liberman who was running ProActive at the time I don't know if he still does or not but he

spoke and I remember he talked about he's like proactive has never spent a dollar on Advertising they couldn't track uh its its Roi he's like it's been harder for us cuz we had so many amazing opportunities from people who wanted to put us on the Super Bowl or do these big TV campaigns all sorts of stuff it's like we set a rule from day number one that if you cannot track every the dollar we spend we will not spend that dollar okay I need to know if I put a dollar into this Facebook ad or

this Instagram or Tik Tok or YouTube or um direct mail or phone like whatever the thing is I need able to know if I put a dollar in what happens that dollar if I don't know what's happening to it you do not spend the dollar okay it's one of the rules of direct response Marketing in fact it's number four here there should always be tracking and measurement okay so we track it if I can't track it I'm not going to spend it if I can track it cool I'm going to spend it and sit back

and going to watch make a smart like look see if the money comes back to me with more money if it doesn't we stop I think that's a Mr wonderful thing from Shark take I'm going to give you some money I want my money to come back to me with a bunch more friends right that's what we're trying to do here we're going to put money into advertising right hopefully that money comes back with more money otherwise we stop it right tracking and measurement okay one again another one of the rules um which actually leads

me to rule number five which here is about brand building okay whatever brand building occurs will'll be happy byproduct but it will not be bought okay this is what I think so this is like the the constant debate between direct response marketers and uh and brand marketers right brand people like oh spend money on this brand and the logo and the design and like we're going to do things hopefully increase the lift of what we're doing right again proactive if they would have done that would have they would have gone B rupt right they spend

million you know $5 million on INF super commercial to lift their brand right that's not trackable it's not measurable okay if I would spent millions and millions of dollars trying to build the clickfunnels brand I would have gone broke and bankrupt way a long time ago instead what I did I spent millions and millions of dollars a month on Direct response marketing trackable measurable right to my clickfunnels offers products and services and by default of like because of the direct response marketing things I did that were trackable and measurable it built a brand as a

side product we're not spending money to build a brand we're spending money on Direct response things the people will see our ads they'll see stuff like that and from that it builds a brand okay so again rule number five here whatever brand building occurs will be happy byproduct but it will not be bought do not spend money on branding okay it goes against everything we talk about in direct response marketing let's move on to number six number six Thou shalt not do one-step marketing there shall be a followup okay as you guys know the fortune

is in the follow-up um this is one of the like the lwh hanging fruit in any business I have a lot of people who hire me for Consulting and they come in and they're like okay I want to blow up my business like build me a funnel I'm like well before we build your funnel um like how many customers do you have like how many you know how much in fact one of the a really good example this I had a buddy who um personal trainer actually hired him uh after my wife and I uh

got married I was wrestling and then wrestling ended and she got pregnant with twins like the same weekend and so for the next um you know nine months she was eating for her and two others and I was trying to keep up with her I wasn't wrestling anymore and I gained like 40 or 50 lbs with the pregnancy and one day she had twins and then lost all the way next day I was like still the same and I was like that for five or six years I was like I have to take control of

this so I went hired a personal trainer started working out with him super cool guy and um over time helped me lose a bunch of weight and we talked about marketing all the time like he's like how do these principles that you do how they work in my business and I remember one day um he was like like what should I do first like what kind of funnel should I build what would it look like should I run radio ads Direct Mail like what should I do first I was like none of it I was

like do you have any Dead Files he's like what's a dead file like a dead file is someone who came in here at one time they were a customer or a potential customer and now they're not he's like oh I got a whole filing cabinet full of people I'm like okay I'm going to show you a magic trick you're going to think I'm a marketing wizard okay but this is um and uh and I asked him how many people do you need to fill up this gym to make it where where um you you wouldn't

need to buy any more advertising I can't remember number like if I had 50 new clients it would be everything and his mind was going to take him you know two years of marketing to get 50 new clients I was like okay I'm going to show you a magic trick okay I said give me your Dead Files like open up your filing C grab everyone who's ever came in here and if you have their name their email their phone number put them in a big huge Excel sheet so we spent all weekend long did the

whole thing came back to me he's like hey I've got I can't remember 500 people that have come through in the last 5 years that had the contact info put an Excel sheet I took that I was like okay I'm going to show you magic trick I uploaded it I said send this email out to the people they wrote email was like hey uh I've spend you know spent a while since seeing each other have you have you gained any weight do you want some help with them with uh you want some help getting back

in shape if so here's an offer we made a a really good offer I said send that email through three times over the next uh seven days and see what happens so he sent it day number one two days later like send it send it again sent it again I came back a week later and in a week he was like dude he's like you needed like we have to stop I'm like stop what he's like I can't keep sending this email like why not he's like I've got like 60 70 new clients who've come

in here like people who reactivate like I did it all I'm like exactly I'm like you had all these amazing people who one time came to you and then they left and they still need what you have probably more so now than they did initially and you just haven't talked to him about it like the Fortune's in the followup okay and all he did is took his dead file send emails I've had other companies come to that want they have big companies like how do I grow my company they want me to talk about front

and funnels and first thing I'm like what are you doing with your email list and your direct mail list and your text list and stuff and they're like nothing like we sent out the first 30 emails and then it just kind of ended I'm like okay let's tack on 25 more emails at the end we do that and boom the business doubles it's just like that is the key right the average person has to see an offer seven times before they're willing to buy an offer or a brand right and so if you spend a

bunch of money ads someone comes and they click or they respond they come your thing and then they don't you don't follow up them like the majority of people aren't going to buy the very first time so if you're not following up people you lose all of that okay so that's why rule number six is one of the most important Thou shalt not do one-step marketing we don't just buy an ad hopefully they buy and that's it right we buy an ad we follow up we follow up we follow up we follow up for forever

okay um I've been on Dan's list now for 20 some odd years and I keep getting messages still following up right um there you go okay rule number seven there shall be strong copy sales copy there's less resistance now than there used to be when I first got into this business again I got in uh watching an infomercial uh getting direct mail things like that and so I started seeing long form sales there get coming like into my hands in the mailboxes right so I I understood that when I came online initially I thought like

marketing was different online uh but really quick I found the people who were making money all they did they took a physical sales letter offline and they made an online version of it right and it was a long form sales letter and you guys may remember 20 years ago pre video preout pre everything uh everyone who's making money online they had a long form sales letter just like something you get in the mail right um and that's how it all started and then from there a transition when video started working people started making video celles

letters and then webinars and then all these things but if you look at the core Foundation of any kind of message again I don't care if it's Direct Mail live event challenge webinar V video sales letter sales letter like all of them are all based on one thing and that is sales copy okay it's learning how to communicate with your audience in way that gets them to actually move okay and so one of the most important vital skills you can learn to use to have is actually copy you may like well I'm not writing long

form copy wrest so it doesn't matter doesn't have to be written copy verbal copy right Dan Kennedy is one of the best infomercial writers of all time because he wrote copy they became infomercials right it's the same concept same process to understand okay so for all you guys it's like you got to be strong it sales copy um getting better and better and better at it and there's a lot of tools coming out nowadays obviously in Click funs world we have funnel scripts which a great tool to BU a to copy some the new AI

um Technologies coming out it's really really cool help shortcut copy it's not perfect but it's ways like to speed up you're doing but man it's it's one of the most powerful things for you guys to understand and to learn and to master because if you can start doing it on the written word you can do it from stage you can do it face to face like the same principles the principles are the same in every type of media it's just understanding the principles and mastering them okay so Thou shalt learn a strong copy number eight

thou shalt not think but my business is different this is funny because um the place we hear this the most um is in uh is in vents like this right because you come in here and you're like well my business is different like Russell I'm not an internet nerd so it's not mine like uh Omari well I don't have music school so my business is different I do something different right and in a perfect world I could bring up every single person who's got something similar and bring them on stage and all a sudden you're

like oh someone is doing my business okay but I promise you that people are doing this process in every industry in the world so it's happening it works okay sometimes I may share something you're like that doesn't make sense because you have an internet business Russell and I've got a local brick and mortar it's like yeah maybe it's not the tactics aren't the same but the strategy is right so understand the strategy like oh this is Russell did with this email campaign how could I model that over here with my direct mail campaign right the

principles are the same tactics might be different but your business is not different I remember the very first Kennedy event I ever went to whoever actually went to the old school retro um back in the day Dan Kennedy events right where you come in the room and it wasn't like this like an LED wall there was like a big black curtain everywhere and then uh they didn't have like branding like I would think of it's like canvas um signs they were like had holes in them they were like fish hooked up to the black curtains

and we're walking in there was like a big huge one that said uh my business is different haha or something like that and then I heard Dan talking about and like pointing to the sign like making fun of like most you guys are going think this coming here but my business is different this doesn't work for my business I can't do offers I can't do this I can't do because you have some like preconceived notion that your business is different and the real reality is it's not okay um in clickfunnels we have like hund and

something thousand active members who use the platform and these are in every Market you can dream of um even ones that don't make any logic sense like we got a guy who literally uh takes people on Bigfoot Hunting Expeditions he's got a funnel for it and he crushes it like if it works for bigfoot hunting and it works for a chiropractor and a dentist and a doctor and a uh like it works you just got to think about how do I take this principle that's Timeless it's true that's that's that's that works everywhere how do

I make the how like what are the tweaks I got to make for it to fit into the thing that I'm doing okay my guess is that Marty probably was one of if not the very first music school owner to show up and he was learning about this from uh you know Dan Kenny's we learning about it from how it works in chiropractor and real estate and um restaurants and things like that he had to take those things and like how's that work for my specific business so you may have to make those little tweaks

and and the changes but understand these core principles they are principles for reason they don't shift they don't change they are perfect they're Flawless here today tomorrow and they'll be here forever as long as you're selling to humans okay number nine thatal not care about what friends family or yourself thinks results rule period okay when I first started this probably like a lot of you guys i' I'd show my funnels my websites my things to my to uh people I know like my friends and my family and they're like what is that well no one's

going to read that that's too long like that's boring like all the things right I do not care about this the only person I care about the only opinion I care is the person who's voting with their credit card that's it okay I want to find who's the person who pull their wallet out pull their credit card out that's the only person's opinion I care about if they are not purchasing with their credit card I don't care okay so I don't show my friends or my family of my funnels anymore I put them out there

I send them to the market and the Market's going to vote with their credit card if they pull a credit card out like boom that means this offer is great if they don't it means oh the offer sucks let me make a new offer let make a new offer let make a new offer until I get an offer where somebody says oh that's so good I'm going to pull my credit card out of my wallet I'm going to vote saying yes I want that as soon that offer is good enough then pull a credit card

out boom it means that I I did something right right that's the key here so do not care about your friends family or yourself thinks results rule period that's the key we got to focus on so there's number nine and then number 10 Thou shalt be tough-minded implementer and take Massive Action the entrepreneurs have the most success are those who are learning and applying Lear learning and applying okay the ones who are learning and learning and learning and continually learning are not having success I saw this 20 years ago when I first joined dance Mastermind

back in the day and there are people in the group who spent a lot of money to be there right and they learned something oh cool and the next meeting they come back and they're still talking about I'm like what are you guys doing I remember my very first meeting I got there and in the room uh I think there were 18 people in the room uh plus Bill Glazer so uh that was what was happening everyone had a chance to pitch their business one guy got on stage and like showed how he had a

call center and I was like I need a call center next person got up I do events I'm like I need to do Live Events and I watched every single person share their business and I went home in between that meeting and the next meeting um I built a call center and launched it I did my very first live event like all I did a direct mail campaign and a radio campaign because two guys had that and by the time you came back I'm like here's what I did everyone's like you implemented all that since

last meeting I'm like yeah like I'm doing this with a sense of urgency like this is important I got to get this done right because I got to show up to you guys again in in you know three or four months from now like show what I did and most everyone else in the room is like oh wow we were still like trying to decide if we should do it or not I'm like what like the people who have success the ones who take Massive Action okay a lot of you guys spent five days with

each like I'm so busy I don't have time but I was here for five days every single day learning and like figuring things out and then you're like nervous like do I take the action do I not I don't know if I have time for this like you don't have time for this you spent all week with us hanging out you've got time and if you don't have time means you're doing it wrong means your systems are not in place it means you can keep doing what you're doing and keep going and spinning in circles

or you could stop for five seconds go through this plug it in and say okay I'm goingon to do this get the systems built so I can actually have some time all right those are the ten commandments of direct response marketing my question for you is are you breaking some of those which ones you doing which ones you not doing which ones you need to shift in your business and your life so that way you can follow all the Ten Commandments from my man Dan Kennedy who again is my original Mentor this is who I

learned marketing business from I had a chance a couple years ago to buy his business which is why I always talk about him because he is uh just uh one of the coolest people in the world in fact recently I did a couple different videos going deep on Dan Kennedy philosophy his teachings and so there's going to be some links up above and around me to go check out some more Dan Kennedy videos if you want to learn directly from the man himself check out these videos right now and let me know what you think

in the comments down below