[Music] Hey, this is Dave D, chief marketing officer at GKIC, and welcome to the ultimate lead generation machine, Day with Dan. My guest today is best-selling author, speaker, and acclaimed direct response marketing consultant and copywriter Dan Kennedy. Dan's written seven popular no BS books and over 13 business books in total. For over 30 years, he's created winning marketing Campaigns for companies ranging from health and diet to B2B, including software investments. His clients run businesses from 1 million to$1 billion in size. As a speaker, he's appeared on stage with for former US presidents, business celebrities like
Donald Trump, KISS member Jean Simmons, legendary entrepreneurs including Jim McCann of 1800 Flowers and Debbie Fields of Mrs. feels cookies and famous business speakers including Zig Ziggler, Brian Tracy, Tommy Hopkins, Tony Robbins, and on and on and on, including sports and Hollywood celebrities. Now, he stood before audiences as large as 35,000, and for over 10 consecutive years, average speaking to more than 250,000 people per year. As GKIC's founder, he's influenced well over 1 million independent business owners and does so annually through newsletters, tele coaching programs, local chapters, and Kennedy study groups. So, I'd like to
Welcome GKIC's founder and my friend Dan Kennedy. Dan, thanks for joining us. Happy to be here. Of course, the the I miss Debbie Fields because she always brought us cookies. Yeah, there I So, what did you bring? Um, did you know you were supposed to bring I I I actually brought my movie. Did you know you were supposed to bring? I actually brought my sparking personality. Okay, so let's get started here. I prefer the cook as as most people would quite frankly. So Here's what we're going to do. Um I'm going to ask you some
questions and then we're going to take questions from the folks watching uh online. This is all about lead generation. So let's start with the fundamental question. What exactly is lead generation and why, regardless of what business somebody's in, is it important to them? Well, it's actually the opposite of what most people do, right? So most businesses operate largely on Um a premise I call a bridge too far, which is they only offer people basically one reason to respond to their advertising and marketing messages. And often only one way to do it, but the worst sin
is one reason when usually that reason requires you to be either ready to buy or nearly ready to buy right on the verge of buying. So, if we look at all car dealer advertising, pretty much it's all product price and come in this weekend for a test drive And you get a free case of Coke. We got hot dogs and clowns. There's the sale of the century that ends on Monday, right? Furniture advertising, right? Pretty much the same way. We just came out of Columbus Day weekend, which you know, Columbus discovered furniture sales. That's what
he discovered. So almost all advertising and marketing is really that it's single reason for response and it pretty much requires you to be ready right now to buy whatever the merchant Service provider professional is selling which leaves out more than it can include. So you're paying for a lot of eyeballs a lot of people to pay attention to your message who are not ready right now. Therefore, they really can't respond in the way you are offering them to respond. But sometime in the next month, 3 months, 6 months, they are going to be ready. So
lead generation is about capturing that group of prospects who are not on the verge of Buying this instant but noticed you paid attention to you have what it is that you do in mind and are going to get ready over a reasonable period of time that you can afford to communicate with them effectively and bring them along as they as their readiness matures. So they have some interest in what you have to offer or you've peaked it or you've peaked their interest. All right. Now is there any difference between So I mean if you take
your old business Yeah. from Whence you came, right? Okay. So I saw the other day in some magazine an ad by a magician, right? Who's advertising himself for shows, right? Holiday parties, you know, etc. Right. Horrible ad, but that's neither here nor there, right? Probably doesn't have my course. Probably doesn't have your course, right? The worst thing about the ad though is what we're talking about. Okay. So, it presents, you know, Harold the magician and tells you the five Magic tricks he does and that he's available for holiday parties and bar mitzvah and, you know,
whatever. And then he gives you a phone number to call. Right. Right. Well, you got to like be ready to hire Harold, right? Right. Like within the next month or so, or you're not calling Harold. Now, there's a bunch of people who may not even have ever thought about hiring a magician for something, but say to themselves, you know, that would be Something cool to do at next year's class reunion. Right. Right. Maybe they cut the ad out and stick it somewhere, but chances are it gets lost and they forget Harold and eight months from
now, even if they even if the vague idea they had of, hey, it'd be cool to have a magician, they don't remember Harold, they don't remember Harold and now they got to go find a magician, right? Whereas if Harold had lead generated, right? How to if you're not ready to Hire a magician, go to WW what'sus and get my free report on 50 ways to have the greatest party you've ever thrown in your entire life and had captured their information and then communicated with them. Harold would have got a much bigger return on investment for
his ad dollar even with a lousy ad. But with that added to it and he'd have a bank of leads in addition to whoever was ready to hire Harold right this instant and called. Yeah. So we're going to talk About lead generation magnet in a in a minute. You just mentioned that. But Harold made some other mistakes. Uh let's get a little bit little more sophisticated here because the lead generation is supposed to do two things, isn't it? not only attract the people who you want but also the people who are not your ideal prospect.
Talk about that a little often. It's a little bit more sophisticated technique. I mean not necessarily But often you can use lead generation. So let's say it that way. You can use lead generation advertising in and of itself or added to other types of advertising and marketing to do what we just described essentially collect two harvests instead of one from the same ad dollar marketing dollar. The second one being a lead bank that is now stocked with leads that will mature into prospects and mature into customers, clients or Patients over a period of time. So
you can do that if you wish. You can do where you went. You can use lead generation to do that plus qualify the people who are responding in harvest number one who are ready to do something right now and who are responding as harvest number two and going into a lead bank. You can qualify them and you in the process of qualifying them, you can also disqualify all sorts of people who really are not appropriate for you, who Aren't what you want, right? And you can deliberately repel them, right? And let them go someplace else
where they're more appropriate. And so you can bring not only more effectiveness and better return on your marketing dollar, but now you can bring sales efficiency to the process because you get to uh to direct now all your resources to people who are best qualified to be your customer, client or patient instead of diffusing your resources over a bunch of people Who are not very wellqualified. Exactly. So you mentioned a free report and you coined the phrase lead generation magnet which a lot of people are using and they can use gee really it's a shocker
is somebody would swipe proprietary intellectual content in this day and age. I know you're shocked by it. I know you're shocked by it but you were actually the person who coined lead generation magnet. Talk about what a lead generation magnet is and how how Important it is. Well, so, so if you take our premise that we're really going to do two things with every ad, every marketing piece, every communication, and we're going to allow people who are on the verge of acting in our category go ahead and come to us and do that. But we're
also going to offer a second place that people whose interest is peaked or they're not they're evolving toward a decision, but they're nowhere near ready to make a decision. we're going to let Them get in our boat and we're going to start to communicate with them and so the lead generation magnet is really the thing designed to attract those people, right? And more often than not, it's going to beformational in nature. um not always but nearly always. It's going to be informational in nature and it's going to be structured to be so appealing to them
that they would buy it if they had to get it, but we're giving it to them free. And mechanically Now that information is going to be in some format. So, historically, we've often used the free report, uh, which now gets a jazzy appealing title that is essentially a headline as if it were a headline for an ad. The report is is paper and ink. Now, over time, uh, it really the formats for magnets have expanded exponentially. There's the hard goods category, paper and ink report, book, uh, uh, CD, DVD, some combination thereof, uh, even a
even a newsletter. So, there's the hard goods. Then there's the electronic or digital goods. So the versions of all of those things delivered or available electronically as downloads plus perhaps online video course live webinar teles seminar series of pre-recorded tele classes etc etc etc so way back um folks who like sort of pioneered this in niches who I worked with if you look at for example Craig Proctor in real estate um that was drive to a Pre-recorded message. And so the which by the way still uses today uh along with other things. But so if
you were if your interest was peaked in say moving into a particular community, there was a pre-recorded message to call to get information about that community. If your interest was about moving up into a luxury home, uh there was a pre-recorded message to call, right? And so really the free recorded message was the lead generation magnet. So there and often in The same market, same list, same media, you'll rotate formats because some people want a book, some people respond to a CD, some people will go online for a deliverable, some people won't go online for
a deliverable, etc. Yeah. So what do you think about um the combination of both online and offline delivery? So one of the things that we teach in the ultimate lead generation machine is one of the funnels that we use at GKIC is yeah we offer a PDF Report but then we also send things in the mail in addition to that. So we've got multiple lead generation magnets working well there's two re first of all there's two reasons not to rely on digital only or online only. One is to the consternation and disbelief of many who
are who who live online, right? There is still a very significant percentage of this population who does not and even in business niches where online is a part Of their business operation. So if you talk to infoarketers uh who are in platinum or in titanium uh the GKIC mastermind groups if you talk to say the guys that market to the auto repair shop owners okay so almost all auto repair shop owners now order their parts online. Okay so they're online for a business function. However, many of them are not prone to go online to watch
a webinar. They're just not. And they have empirical data To show that if they want to generate the maximum number of leads, they are going to offer offline stuff as well as well as offering online stuff. Same in healthcare, medical, chiropractic, dental. The offices are all totally dealing online. They're transmitting records online. They're buying from vendors online, etc., etc. But often the doc is telling his staff to go do this, fetch that, do whatever. He is not really Going to. And so if you talk to if you talked for example to Jay Guyire at Scheduling
Institute who has a multi-million dollar business dealing with dentists, he would tell you they've run the experiments and they are very much committed to to doing lead generation by offering offline items. The second reason is you have no logical justification for getting full contact information if you're going to deliver everything online. That's right. The Only thing you have a rational reason to ask for is an email address. So you have to create an offline deliverable that people want in order to justify asking for full contact information. But if you want every marketing option available to
you once you have a lead, you want full contact information. Absolutely. Well, you know, and this is one of the biggest tips for the folks that are watching that are online is if you just take what we just said and send something offline. I mean, I've heard things 10 times or or more. Often the multiple will be huge huge huge and and it's so easy to do if you have the system. I mean, it's so easy to do. And look, I mean, you could take this and put it on a DVD once you've done it.
Sure. It's not, you know, it's not rocket science. People object to the cost, but cost is irrelevant. Return on investment is what's relevant. The other thing people need to understand is there is an age Skew to it. So it it's ever more important the further up the age ladder you go and and the stats on that. So the new book I've worked on for two years, the No BS Guide to Marketing to Boomers and Seniors is coming out any day. Um uh day after Halloween, I think. And it should be scary to people I guess
because by 2017 more than 60% of the adults in the United States will be 60 years of age and upow and they will own over 70% of the discretionary spending. So if you are marketing to people under the age of 60 uh you will be chasing 30% of the economic pie in the United States. Um, now that means that you can be stubborn and disdainful of their buying preferences if you wish, but it's going to lock you into 30% of the economic pie. Yeah. So, let me ask you this question. Is there any time where
someone should just lead generate and not have two calls to action? Yeah. Could because you talked about and are there any businesses that should not lead generate? There's very few businesses, even those that are very time-sensitive, um, that really should not be in the lead generation business. So, for example, right now for a client of mine that works with the hospital industry, uh, one of the things that we're developing is a lead generation system For emergency rooms. Now, you would think, right, lead generation? Yeah. Okay. But so think of how ERS operate, right? The only
way they get a customer is if you've injured yourself severely enough, so you now somehow managed to drive a nail into your head while you're putting up the Christmas lights, which is exactly something I would do. And you now are going to go to an emergency room. Right now, there's almost random chance, right? So you may wind up in Whatever ER the ambulance is going to take you to. You may race around and find the closest ER you but it's random chance, right? So if we properly lead generated into a community with health information what
to do if you hurt yourself at home, right? And we now signed everybody up as a member of a particular er and we got refrigerator magnets and we got a member card in the wallet and we got a sticker in the car and we got, You know, that identity everywhere and you had privileges because you were a member. So you could bump the line at the ER pass non-members and and have no waiting time, right? And you could So you do Disney, right? you sell you sell an express pass right now. We're locking in future
business because we know statistically, you know, everybody's going to go to an ER at least once every 36 months. That's about the average. Okay? So, if you Haven't gone, your neighbors go infrequently, good, right, to hold the bell curve, right? So, by the way, I was in the ER with a guy who did drive a nail into his head while putting up. So I'm using a real example, but so now this is so foreign to their industry and yet if you stop to think about it say this is a way to control future business instead
of leaving future business up to random chance. So it's very hard. Bale bondsmen ought lead generate um funeral And they do. We have several GKIC members who are in the funeral industry are very smart and they lead generate and they create control of future business in much the same way as I just described for them. So it's hard to make a case for not building a lead generation machine into your business. Very hard. Um, and those examples that you just gave are someone who you would think business you would think would wouldn't do it. So
for the normal Business, right, you gota you've got to be doing it. Yeah. So, so you really can't make a case not to. Then you have the decision you raised of do you do hybrid where you're doing lead generation either as an oh by the way to come on in kind of marketing or you're doing lead generation with come on in as the oh by the way or whether you're doing pure lead generation no come on in. There's many reasons to do that a and many opportunities to do it. One Instance where it's very important
to do is when the come on in has a very high threshold to get over. So I talk a lot in marketing about low threshold versus high threshold. It's a concept to be fair since I prefer to give credit even though nobody gives credit to me. It's a uh it's a concept that actually comes from Arnold Toddman, one of the big mall developers uh in in America. And so every time we ask somebody to come to us, there's a threshold for them to get Over, right? And the height of that threshold, okay, controls how many
will come. So if you think about financial advisors, right, they're like, and we just had a big discussion about this with the group of 63 top performing financial advisors that I've been coaching. The their typical modus operendi is free workshop. Come on down for free consultation. Come to the workshop and then to the consultation. Okay. So all their Advertising and marketing is again guilty of what I call bridge too far. It's trying to get you and your wife and you're 60, okay? To go from newspaper insert from a stranger to getting in car coming into
room with other people you don't know and knowing you're going to get pitched. Pretty high threshold. So who will do that? only people who are on the verge of making some kind of financial Decision, right? But if we give them a low threshold offer, now now let's say we take that away all together and we only present the low threshold lead generation offer. We don't talk workshop, we don't talk appointment, we don't even talk financial advisor. We do a pure lead generation offer which is just the magnet. Right? That's it, right? There's no logo, no
slogan, no business identity, no happy smiling face of advisor, doctor, whatever. There's Just the pure lead generation offer. So, in the financial category, if you think about endofame.com, which I'm told drove over over 750,000 subscribers, what was it? It was a pure lead generation offer. go to this website, watch this video. No promotion of the product that was going to be sold, no revealing of the business behind it. It was just a pure lead generation offer. So there there's definitely reasons to Do it. It's a big untapped opportunity for a lot of businesses and one
is not mutually exclusive of the other, right? You could be running, excuse me, you could be running two different campaigns a in rotation to the same group of pro to the same prospect audience or you could even be running them simultaneously. Right? So let's say you sell yachts and there's a big yaching show coming up That that a whole lot of people come to in New York and it's advertised in yaching magazine. If you want to run a big ad about your company and that you're going to be at the yaching show and come to
booth 562 and see our five new yachts and get a free sailor cap and meet former Miss America or Miss Boating US, you know, whoever. So, here's our come to our booth ad, right? And oh by the way, if you're not going to come to the show, at Least go to such and such website and see our 8minute video about. So if you want to run that, right, that does not preclude you in the same magazine the same month over here running a pure unbranded lead generation ad that says, "Warning, before you buy a yacht
from anybody, there's seven things no yacht seller ever tells you. Get free report. Right. So So that one is blind. It's blind. Yeah. So just just what I call unbranded or blind Unbranded. And it really is pure lead generation, right? And there's nothing that says we can't do those two things at the same time. Yeah. It's awesome. So I see here that we have uh obviously we're here for the ultimate lead generation machine. We have people uh uh getting this and becoming members of this program like crazy. We have Earl S. from Victoria, Australia. We've
got folks from all over the place here. Uh Susan H from Los Angeles. Thank you, Susan. Uh uh Dewald from London. Thank you for joining us and thank you for getting ultimate lead generation machine. We've got Jeffrey from uh California and even somebody from Arizona, Lisa from Arizona. There you go. To live. Exactly. Exactly. In California, they're all home watching us today because it's seven bucks a gallon for gas. That's right. They don't want to go out. They they they don't they don't want to go out. Now, uh, in just a Minute, um, I'm going
to be asking you a really tough question about, hey, how do you start lead generating if you don't have a big budget to start lead generating, but first I want to talk a little bit about the ultimate lead generation machine here. Also, folks, make sure that you are putting in your questions because uh, Dan is going to be answering the questions throughout the day here. Uh, your your questions. So, so today is your day to get your Ultimate lead generation machine. Now let me explain to you what this consists of because it is absolutely outstanding.
It is a brand new product. Uh the main component is the entire mailbox millions training that Dan you conducted uh just earlier this year. Earlier this year and it was absolutely phenomenal. It was attend It was sold out instantly and the I think that was like $3,000 just for that event, wasn't it? Yes. And we had almost every online guru which I thought Was very interesting. We had a lot of Yeah. We had a lot of what I call the internet geek squad in the room. Right. Right. uh trying they kind of open a postal
and they kind of had their cap on wore masks. Yeah, they wore masks because well a lot of them a lot of them are doing it. They're just not teaching. Yes. Yeah. That's that's that's a dirty little secret. So the Mailbox Millions program again was it's from a $3,000 event that Dan did. It includes DVDs, CDs, a giant manual and an action guide. But it's really not about the DVDs or the CDs or or the manual or the action guide. It's about what is on them. So for example in the manual you give uh example
after example after example of proven lead generation marketing materials that people can take and model proven campaigns both online and offline. Yeah. And look one of the things that the online geek squad likes a lot right is that whatever it Well I Say that with all due respect. Thank you but thank you for adding that piece in there too. Um um um they know I like them, you know, right? I like them more than lawyers. All right. But um so one of the things that they like a lot is offline lead generation to online sales
process. Huge, right? And so if you're going to go to all the trouble to create a an online sales process anyway, right? Why not maximize it? And even simple postcards done properly kill more Elaborate pieces too, but simple postcards done properly driving to an online sales process. I mean, I have one client and we showed his materials at, you know, in the training which are now included in here. Um, uh, he averaged uh 200,000 a week last year with one postcard. One postcard. Yep. and and that that exact postcard is in the postcard drives online
and all the selling occurs online, right? So, it's a it's a beautiful technique. And here's The thing, you never get the direct mail slap. You got the Google slap. You can send out that postcard. It works consistently in the post and the post office is going to say, "Hey, you got to change that postcard." Well, and if I may, the other thing about it is that when somebody like him, when we rent commercially available mailing lists with known interests of buyers of buyers and subscribers, right, to drive to the online Selling activity with postcards, we
are putting a very different prospect into that process than if we get one by search, for example. or we get one by organic search or even when we get one from affiliate marketing because you will drive a lot of people who really aren't known buyers of that category of information. So it's a very very powerful strategy and that's just one of them. Yeah. I don't want to get hung up on one thing. Yeah, that that that's Just one of them. Uh, and then speaking of that, uh, the second component is insider secrets for selecting mailing
lists that make you rich. And this is by the man, uh, who's the guy to to really pick out direct mail list. He teach exactly how to do it. It's, our friend Craig Simpson. And on this DVD, he shows you the specifics of how to pick out direct mail lists that are going to get results for you. And Dan gave a few cues uh, clues there. Buyers, subscribers, People that have bought a product similar to yours in the price range. You mean you can get that list. people have bought a product similar to yours recently
in the same price range. So it's huge. So again, this DVD reveals how list contain hidden money-making like cactuses contain hidden water. So and then number three, we actually think that this is worth the entire investment in the program. This is the GKIC's top secret ninja funnels. So uh Darcy Warz, You stayed up all night working on that title, didn't you? I I did. I stayed up all night working on that. I I really did actually about about 30 seconds because I learned from the best like watching some old Bruce Lee movie. That's exact. That's
exactly what I was doing. So, Darcy Wares, our executive marketing director, and myself, what we did is we filmed um filmed videotaped our f yeah, our funnels that we use at GKIC, Uh five of them, and we go in great depth. And all of our funnels are integrated online and offline. And this is what runs our entire multi multi multi-million dollar empire at GKIC. So, we actually had to get uh Twist Betty's arm, our CEO's arm to let her let us reveal this information on here because we really give you everything you need. Then, in
addition to the teaching DVDs, you get the top secret ninjafunnel maps. So, these are five vital blueprints Again integrating online and offline lead generation along with all of the samples of the component parts of all five funnels. So you don't just get the learning, you don't just go the maps, you get the actual pieces that we use, all of them that you can model. And quite frankly, again, like I said, Dan, we think that's worth the entire price. If you're an information marketer, then that is worth the entire price. But even if you're not Well,
yeah. Look, I've Always said if you Christmas is coming. If you have to assemble some toy for the kid during the night, you know, on Christmas Eve, the instructions are useful, but you kind of need the picture on the box of what it's supposed to look like when it's done to because otherwise you got these parts left. Huh. Right. And so you, this thing is really giving them both. It's giving them the instructions. It's giving them the picture of what It's supposed to look like when it's done. I mean the giant swipe file alto together.
Yeah, it's huge. So then in addition to that, we don't want to leave um the offline guys. So what we did is we had six of the top top top uh internet marketing masters put together DVDs and each features a different online million-doll technique that these guys use. It's their number one guys and gals use their number one most powerful lead generation process. So included is Uh the real insider secrets to unlimited lead generation by our friend Rich Cheffron. Uh how to turn your online ads into an explosion of qualified leads by Britney Lynch. And
and Britney is she she just told me she had a quarter life crisis. Oh her quarter life crisis. She was really upset about that. She so she's texting me. I'm having my quarter life crisis birthday. Uh Britney has a multi-million dollar a year business at age 25. I think she says she started Studying with you 13 or something like that. her dad gave you dad gave her. I'm hearing that sort of thing more and more. You're getting older and older, my friend. Uh but yes, she is wickedly smart. She is wickedly smart. And again, so
then you also get They don't have to like you. Why almost everyone is dead wrong about Facebook advertising, how to really mine the gold on Facebook by Don Crowther. In addition to that, you get a DVD by our friend Ryan Dice, Maximum Traffic to best leads, jet fuel for any business. What I want to point out here about all of this is that they're going over one technique and going over it in detail. Meaning, you can take this DVD, you can put it in, you watch it, and then you can go implement. What we did
not want to do is we did not want to just teach teach you. Everyone has enough information. We wanted an a tool that you could take action on and get results. Uh Jeff Walker, the product Launch guy, did a DVD and it's called the real insider secrets for working with affiliates and partners. And then we have hidden secrets for converting uh email lists to online traffic and leads by email marketing master Mike Litman. In addition to that, as you mentioned, postcards. We have a DVD, how to use dirt cheap postcards and simple newsletters to drive
massive traffic, lead flow, and profits. And then we have a fast start and installation CD that I Did where I walk you through the entire program, but I also give you some nuggets of information that's are not in the program that'll help you get off to a fast start, help get you implementing and getting the results that you want. We're going to give away um the cornerstone product, your flagship product or the GKIC flagship product, which is magnetic marketing. That's the product that totally turned my life around. The beauty about magnetic Marketing is it contains
really fill-in-theblank done for you lead generation campaigns that you can use both online and offline regardless of the business that you're in. It's broken apart into different business categories. But here's the truth. You're going to use all of the material from all of the categories. That's what I did. I mean, I use stuff from dentist and industrial as you should, right? As you should, right? So again, magnetic Marketing, we sell it for $497. When you get the ultimate lead generation machine, you get it. In addition to that, you get the postal secrets DVD. This takes
you inside gives you inside information that the United States Postal Office does not want you to know. In addition to that, you get the most amazing lead generation and top profit system ever invented DV DVD. And that's by our friend Mr. X. We're not going to tell them who Mr. X. We're not going to Tell him Mr. X. Mr. X does not want them. Mr. X does not want to be known unless you get it. So, the total value of this and is $5,447. Uh, but we're not going to charge you that. In addition to
all of that, you're going to get three follow-up calls with you, Dan, where you're actually going to be on the phone doing live. How do we get you to do that? Do weak moment? We a week moment. Right. Soakoment. So, Dan is going to be taking your calls for the People who would become members of this system, and you'll be able to ask Dan Kennedy your questions in three follow-up calls. I'm also doing three follow-up calls as well, and those will be open Q&A calls where you get to talk to Dan, talk to myself. So,
six calls in total. And then on top of all of that, we're calling that our No Child Left Behind program. That's exactly it. Our No Child Left Behind program. We really want you to Succeed here. And then on top of all that, we've got an incredible, incredible bonus. Uh, and I believe this is only for the first 500 people. I'll have to check that at the break. I think it's only for the first 500 people who invest in the system. And that is a ticket to our upcoming info summit which is in Nashville in November.
Uh this is the the event of all events if you're into information marketing. This is the mustgo event. Every it's called the Superheroes of marketing. We have uh Adam West who's an online entrepreneur as well as a Batman uh TV's Batman. TV's Batman. And the the original Batmobile is going to be there. Dan, you're doing a presentation there as well. number of presentations, but you're doing a seminar inside a seminar. Talk a little bit about what that is. Well, we're doing a copywriting seminar for info marketers, right? Um I have some very cool stuff that
people have not seen Before. Um including um a a a process for cracking the code to all the successful marketing in any category of info marketing. So financial information, there is a code that all the successful info marketers have embedded buried in all of their copy. And so I'm going to give you the code as an example. And then you'll be able to use that process to go into any category. If you're in opportunities, if you're in a niche, in an industry, Whatever, you'll be able to crack the code of the critical elements of the
copy. So I've got that. Uh uh my guest uh during that extended length presentation uh is John Carlton. Um John of course protege Gary Halbert for people that that's a reference for. Uh John is uh is is literally the copy assassin. I mean ad agencies have snuck him in the back door over the years to to actually do direct response which they don't have any idea how to do. And Uh John's just a really interesting character. So, we are going to have a good time. But, uh, but that really is, as you say, a seminar
within a seminar. We could literally have broken it out, right? And charge two or $3,000 just to attend that, right? But that is included. So, when you get the uh ultimate lead generation machine, you're going to get a ticket to that. Now, let's say you can't come to the info summit, no problem. You can come to our Upcoming super conference, which is a Shark Tank theme with our uh keynote speaker, Barbara Corkran from Shark Tank. If you can come to the info summit, we'd really love to have you there and you're going to get a
free ticket. So something you absolutely don't want to miss. So the entire investment with everything is well over $6,000. However, if you take care of this today, if you take care of it before the deadline, you can get the Entire Ultimate Lead Generations machine, everything that I talked about for just one investment of $1,997 or three payments of just $6.97. And plus uh for this is just for this broadcast. You must get this just during the broadcast. Okay. You're also going to receive and we found this on cassette. I actually had this on cassette. This
is a long lost thing. It's Dan Kennedy's and we actually put it on CD for some reason so we could Show it because I forgot my cassettes. This is uh the Midas Touch series. So we have Midas Touch Marketing, Midas Touch Direct Marketing, and Midas Touch Selling. Uh this was speaking of Carlton, let me tell you one of the things that's on there that's cool which you probably I'm sure you know, right? There's a read of Gary Gary Halbert's full page ad which he ran to find himself a woman. That's right. And it is it
is arguably the best lead Generation ad anybody's ever written at any time for any purpose. It is very cool and it succeeded by the way. Oh, absolutely. Very well. Uh, it produced Paula for those who go back to Halbert. But it produced also a lot of people sending pictures and uh but but I mean it's a it's maybe the best lead generation ad ever written and it happens to be on one of those. Yeah. I mean they're they're they're outstanding. And so what's going to Happen is uh there was actually four four cassettes in each
package. Right. All right. And then but what you're going to do is you're going to get them instantly available as an instant download. But you only get this bonus today when you order during this broadcast. Okay? So let me give out the URL to everybody so you can get this. It's the ulti ultimateleg generationmachine.com. So again www.ultateleg Generationmachine.com ultimatelegeneration.com. So make sure that you get this. Everything is laid out for you. It's easy to do. All you got to do is follow the steps step by step and you will get results. All right, Dan. So,
um, before we go to questions, I've got one more question for you. I've heard some online marketers teach. Well, I've got in order to do lead generation properly, you need to invest 50,000, $100,000 To do it. Well, that 99% of the people watching can't do that. Let's say you have limited funds. Um, let's say you've got $5,000, $2,000, because I once heard you say you could start a business for $2,500 or $5,000. What What would you start doing? Start a business for 50. What would you start doing? I mean, let's say you're on a really
limited budget. Well, first of all, let me go back and say that really everybody can spend $100,000, Uh, a year, a month, a week. They just may not be able to spend it right now. Right. But one of the key things about about that that we've talked about so far is taking whatever money you you're spending on advertising and marketing and making it pay better by creating two harvests from the same dollar instead of one. This also leads to turning over the same marketing dollars faster because you're getting more than one ROI. And so if
we have $50 worth of operating Capital and we only turn it over once every six months, we only have a hundred bucks a year to spend. If we can turn it over every week, if we can turn it over every day. So turnover of whatever budget you have matters. And maximizing whatever budget you have matters. Now lead generation is really does not require any money because obviously there's things you can do online and online only. And there's probably things you're doing online now that again you could do more effectively uh if you incorporated true lead
generation into them. If you had no money uh you've got a phone. And so at the very base level of this is now the cold call which is where none of us ever want to live, right? But we can live there if we must. But the cold call script becomes infinitely better when it's turned into a low threshold lead Generation call than when it is a let me get an appointment and come in and try and sell you something call. And so really the budget is not the issue. The process is the issue. and uh
and you can take this system and wind up with your own machine for whatever level you're at economically and otherwise whatever your needs are. And so again, if you think about the financial advisor example, trying to put people into a room, right? So if you have very limited resources and you're trying to put 30 people into a room in order to sell them something, if with those same resources, you somehow hybrid in rotation gave those same people a very low threshold opportunity to respond to you and get a printed report which you went down to
Kinko and made one at a time when somebody requested it. You would immediately be taking your limited resources and making them more Productive. Having said that, it is true that when you have a decent amount of capital in proportion in reasonable proportion to what it is that you're trying to accomplish, your ability to do effective lead generation grows exponentially in large part because it allows you to do all the smart offline things, not only the online things or only the manual labor things. But you've got to start somewhere, right? A a and I mean, what
other choice do you have? And You've got to make the transition from essentially very ineffective, single reason to respond, bridge too far advertising and marketing that you see most people doing to this more sophisticated, effective and efficient approach. All right, let's take some questions um from folks that are watching here. Uh so we have this is a question coming from Adam. His question is, once you've successfully generated leads using a lead generation magnet and You have their contact info for follow-up, how do you best convert those leads into customers over time? You can send a
very large scary person to their door. Um, that's an option because that's one of the advantages of getting full contact. That's exactly right. So, we sick Dwight on them, right? Um um so really the answer now is and the answer is provided if you will in the system. That's correct. Because again if you look for example at the GKIC model Funnels whatever Bruce Lee thing you called them. Ninja. Great. If you look at the if you look at I I'll only go so far. Um it so so if you look at those model funnels right
you really see our answer to that question right once somebody comes in to a funnel as a result of lead generation now what do we do to them and of course the answer is we do a lot right uh we even so we one of the things at GKC is we have a free trial membership offer Well that really create that really just creates an enhanced lead is really what that is so somebody that's agreed to free trial whether it's with us or whether it's proactive at at Guthy Rank whatever if they've agreed to free
trial really all they are is an enhanced lead and now you have permission and you have a period of time to convert them to a customer. So we do a lot and you can do a lot and you can pretty much do anything. So again, if you go back to Your media portfolio, you can take those leads and you can drive them online for any number of things. Read a sales letter, see a video assisted sales letter, come to a live webinar, take a miniourse, uh you know, etc., etc. You can have them request information
that is sent to them offline. You can drive them to a diagnostic phone call with a telephone salesperson, which a lot of people in info marketing do if they are selling fairly pricey three, four, $5,000, $10,000 coaching programs or area exclusive programs or done for them services. You can drive them to a diagnostic call. Uh you can have a telemarketer call them outbound. U so really all everything's on the table, right? And now it's a question of of figuring out, right? Okay, here's this lead. Here's how I got them. Here's how they responded to me.
Here's what I know about them. Perhaps based on the list I got them from, the media I got them From, the five question survey they filled out to get the magnet sent to them. Here's what I know about them. Now, what's the best way to put these pieces together into an effective follow-up process? And you ultimately need to diagram that then kind of fill in the boxes, right? Uh the the other thing I'll say about that quickly is that that lead has short-term, medium-term, long-term value, and even exchange Value. So, it really has a great
deal of potential monetary value to be mined. So, it's not at all uncommon for leads that are that have gone through a short-term funnel of a lot of intense steps and have not become a customer, client or patient, who are then in a maintenance level funnel after that getting less intense, less frequent, but still consistent communication over a period of time to convert a year later, two years later, three years later. If You talk to people in professional practices, Ben Glass in law, uh, Charlie Martin in dentistry, if you talk to people in professional practices,
they routinely have patients or clients s coming in, finally calling a year in, two years, three years in. And you never have that opportunity if you don't do lead generation in the first place. They even have exchange value. So, information marketers who are listening um at some point if you judge your Unconverted lead has of low value to you, you've done everything smart you know how to do and they just are not responding to your answer to the thing that they were interested in in the first place. So guy came in your funnel to start
with because he wanted to fix his golf swing and hit the ball straighter and longer than he had ever done in his life. And you have an online course and you have a set of DVDs and you have stuff to sell him and he hasn't He hasn't he has it. He has it. He hasn't. It's not cuz he doesn't want to hit the ball longer and straighter. It's because the answers you're offering him not the ones he wants. No. He may want to coach, right? He may want to go to an academy. He may want
to go to a retreat. So, your leads can be exchanged with an academy that's generating leads that they can't get to come to their academy, but might buy your answer. What does that do? If you can do enough of It, it cuts your lead cost in half. Right. Okay. So, I had a client for made him very rich for eight and a half years. We were on the air with an lead generation infomercial, TV infomercial. Sold nothing, only generated leads with a lead generation magnet to then in turn sell a business opportunity, an income opportunity
called Gold by the Inch. Right? In the last three years or so of that eight and a half, the costs of generating those leads had done this, Right? As the TV industry got smarter and smarter about how much they should charge us and has other factors. So he was exchanging his unconverted leads from TV and from print with three other opportunity marketers for whom the same customer might make sense but they were really non-competing opportunities. Okay. That cut his lead cost by 75%. Wow. Okay. Exchange one with three, you've now paid 25% to get it
right. And Those leads were every bit as viable for him as the originally wow generated leads. So owning a lead generation machine is huge. Really can change the core economics of a business and they can allow you to do things you couldn't do otherwise. They can allow you to play well with others you would not otherwise be able to play with. They can allow you to stay somewhere longer as in his case than you could otherwise. So, we would have capped out at four years on TV Without the exchange program, but that bought us eight
and a half years on TV. Yeah. You know, I I think the other thing that it does, in fact, I know it does, is it makes you much more relaxed in your business. I remember when I was doing three shows a month and was wondering where the next show was going in until I put a lead generation machine in place in my entertainment business. Boy, when I did that, I just knew. I mean, it was I didn't have to worry Anymore. If you have a bank of leads, right, that are coming in consistently, you have
a bank of dependable future money. Absolutely right. If you don't have that, you only have who's going to come today, right? And that does many bad things. Not only does it cause anxiety for a lot of people, right, as you described, right? It causes you to take customers, clients, patients you shouldn't take. Exactly. Okay. So, because you feel desperate need, right? And you don't know when or where there's going to be another one. You have no lead bank to look at and say, "Oh, okay. I get it. There's 5,000 in the bank. I know they're
maturing at this rate." And you don't have that to look at. So, you tend to take somebody you really shouldn't take, right? And that generally is bad for everybody concerned, right? It suppresses price and therefore suppresses profit margin because again if you don't have a lead Generation machine and that is creating a lead bank for you and you your only income is this guy right who showed up this day hopefully showed up. Yeah. And he says gee I wasn't really planning on spending that much. You immediately go to you know well really what would you
spend right? I mean, we're now we now know what we are. The only question is price, right? That's that's what we become, right? And so, so that's a bad thing that happens that can be cured. That ill is cured with a really great lead generation machine. Right. Absolutely. So, Dan, we're going to be taking some more questions when we come back from the break, but we're going to take a very quick break here so people can get the ultimate lead generation machine, and you get that at www. Uh, lead generation machine. No, ultimate lead generation
machine. Ultimate lead generation. Ultimate machine. Yeah. Okay. Let's put that up there for me. Oh, they're scrolling through there. Ultimate lead. He's got notes. I don't have notes. Ultimate. I, however, have a memory. Um, ultimate. It's right there. There it is. It's right there for me. Ultimate. Thank you very much for that. Appreciate that. Ultimateleg generationmachine.com. Ultimateleg generationmachine.com. You want to get it during this broadcast because if you do, you're going to get an extra special bonus. By the way, if You already invest in this, I can see how many people are investing it. If
you already invested in this before this program, you're also going to get uh the entire Midas Touch series. We're going to give that to you, of course, but in order to get the Midas Touch series, as well as everything you see here, you need to get the ultimate lead generation machine today. So, we're going to take a 10-minute break. We'll be back. We're going to take some more of your Questions, and I'm going to talk to Dan about a little known, a little used method for generating tons and tons of traffic to your website or
to your store. So, I'll be back in 10 minutes. So, it's Ninja Funnels. Great. My name is AJ. I'm from Indianapolis, Indiana, and I run two Brazilian jiu-jitsu mixed martial arts.
