DanKennedy–OpportunityConceptssample-reports.s3.amazonaws.com/MyNoteTakingNerd... · Dan quoted...

1

DDaann KKeennnneeddyy –– OOppppoorrttuunniittyy CCoonncceeppttss

What you’re going to see in the notes are the brilliant ways that opportunity marketerssell what they sell. But first I want to answer the question of, “What is an opportunitymarketer?”

Dan defines them as someone who is selling a “Get rich, make money opportunity topretty much anyone who can read or listen to or watch the ad”.

They’re not selling a kit like magnetic marketing. They’re not selling a business growthsystem. They are convincing people to quit their dishwashing job to become a real estateinvestor or one of those kinds of deals.

These guys have a very unique approach to making a sale.

The one thing the handle and address better than the majority of marketers on theplanet do and you’re going to see how to use it in order to repackage, reframe, re-language, re-invent what you’re saying to get people money.

TThhee SSiixx WWaayyss YYoouu CCaann UUssee WWhhaatt YYoouu’’rree AAbboouutt TTooLLeeaarrnn

1. You can take what you deliver now to the market you now go to andtransform the way you present it

2. You might bring something new to the market you’re going to that you’re notalready delivering

3. You might sell what you’re selling now in one market and start sellingit to completely different marketplace

4. You might package what you deliver and put it into a kit and sell the kit as a“consultant opportunity” that people can go sell out in the wild. The place wherethis is happening a lot now is with kits being sold to show consultants how toshow small business owners how to get found on the internet.

5. You might take what you deliver and somehow turn it into a pure “getrich at your kitchen table” opportunity to anyone with a pulse

6. You might be in the opportunity business now and just ram everything you’relearning directly into the chute so that the marketing you’re using improves

2

Most people attempt to market to people who don’t want what they sell. Andthen they scale this effort up by using media that allows them to talk to even morepeople who don’t want what they have to offer.

The one thing you may rejoice in or be depressed about is just how disinterested peopleare how much further they are from where you think they are.

The smart thing to do is to only pursue people who are interested in whatyou have to offer through some sort of lead generation strategy. This iscoming to the realization that there aren’t very many needles out there in the haystackbut being doggedly determined to sift, sort, and speak to only those few needles whowould be best served by working with you.

And you can seek out the task of making the boring, sexy so that more people get excitedabout what you bring to the table.

TThhee SSttaattee OOff MMiinndd YYoouurr PPeerrffeecctt PPrroossppeecctt IIss IInnDan has a handwritten note that he keeps from someone who requested a refund for his“Magnetic Marketing” kit back in 1997.

It read . . .

“I can’t use this. My life is going nowhere. Why fight it. Ican’t afford it. Thanks anyway.”

Dan has gotten many other letters like this over the years because he’s sold a ton of stuffbut he keeps this one as reminder of the dreadful defeated state of mind that themajority of people are going through life with.

When you accept this reality, it’s not hard to see why the entertainmentbusiness is a multi-multibillion dollar industry. People want to blank thisthought out of their mind minute by minute.

And this guy bought. He believed in himself for the short span of time that it took forhim to hear Dan’s speech and walk to the back of the room and buy. Can you imaginehow much worse the state of mind is of the person who could’ve bought but didn’t?

Almost no one starts planning their marketing with this perspective in mind. Theyinstead choose to live in the world of delusion and start at the completely other end ofthe spectrum.

2






It read . . .






2






It read . . .






3

TThhee ssttoorriieess tthhaatt tthhee iinnffoorrmmaattiioonn mmaarrkkeetteerr,, tthheettrraaiinneerr,, tthhee ccooaacchh,, tthhee ccoonnssuullttaanntt,, tthhee tteeaacchheerr,, aannddtthhee ppuubblliisshheerr ccaann tteellll

TThhee TTuunnee UUpp SSttoorryy

So this comes from the premise that you’ve already got this great guitar of a businessand all it needs are a few tweaks and then it will start humming the beautiful tune ofprofit. Or they’ve already got this amazing body that they’ve hammered into submissionand what you’re going to do is come in and shape things up so that their body can be asdisease free and strong as it can possibly be. The premise of this story is, “You’re doingsome things wrong. Let me come into your life and help you fix them.”

TThhee GGlloorriioouuss OOppppoorrttuunniittyy SSttoorryy

This is the one we should be using.

Most of us believe that our market believes that they’ll look at some part of their life thatisn’t working and will be enthralled about the idea of fixing it if only shown a solution todoing so. And that they’ll be even more excited about fixing it if you pointed out aproblem to them that they didn’t even know existed.

And because of this we perceive that EVERYONE with this problem NEEDS what we’reselling. But just because they need it, doesn’t mean they’re willing to buy it.

Repair is easy to sell when someone has two flat tires and they’re out in the middle ofthe desert at the only mechanics shop for a hundred miles. Somebody has to make thissale and this guy is in the perfect position to do so because this person is highlymotivated to get back on the road. Most of what you can fix isn’t this dramatic anddoesn’t transport the person to where they want to be in 30 minutes.

People aren’t going to die of dehydration in a desert if they don’t buy your “How to fixyour marketing” course.

Where marketing to NEED screws you is if you have to rely primarily on guilt andobligation. Most people’s attempts to do this have weak leverage in which to hold aperson hostage so the key problem here is that a should is a thousand times less urgentthan a MUST.

“I MUST get my family safely out of the desert to our destination” vs. “I SHOULD fix mymarketing . . . someday.” Do you see the difference in emotion stirred?

One MUST be handled now. One SHOULD be handled someday.

3













3













4

Opportunity appeals to desire. Not need. Not should.

Repair only gets things back on track and back on track is nice but it is far frommotivating.

Marketing to obligation is even less motivating.

Most people are as far from being enthusiastic about stuff they’re obligated to do in theirbusiness or personal development as they are about cleaning their toilets. The majorityof people want to do the bare minimum so they’re not shunned by the people in theirlife. This is why for most people the toilet only gets cleaned consistently if company iscoming over consistently.

Paying bills is an obligation. It’s the primary reason people do any work at all. And thethreat of getting fired or having no money and NEEDING to pay the bills keeps peoplein line . . . but not enthusiastic.

95% of business owners if given the chance would walkaway from their businesses if they won the lottery. Theydon’t go to work because they want to. They go becausethey have to expend a bare minimum amount of effort inorder to prevent themselves from being a complete andtotal embarrassment in the eyes of the family and peergroup.

This tells you that work is an obligation that people are negatively driven to do and ifyou think about it, how excited can you get about improving something you DON’TWANT TO DO IN THE FIRST PLACE?

Dan quoted Marlon Brando in the salesletter for this course as saying something to theeffect of, “If someone would just hand me $5 million dollars a year, I would quit actingin a heartbeat.” And yet a high-end, elite acting coach to the stars, not knowing whatwe’re talking about here, would believe Marlon was the perfect prospect of top-tieracting classes. NOPE.

Dan also talks about wanting to quit doing the Success tour about 3 years before he didbecause he was bored with it. He had zero interest in improving his presentation eventhough he admits there was room to do so. He was just doing it because he was boundby contract and wanted the satisfactory amount of money that was coming to him.

Be conscious of where you’re starting the conversation with your perfect prospects.

5

TThhee RRooaaddbblloocckkss TToo SSeelllliinngg IImmpprroovveemmeennttSelling people that they should want what they need is tough work!

RRooaaddbblloocckk ##11:: RReesseennttmmeenntt

One of the thoughts people will have when you tell them about a bunch of stuff theyhave to do is, “I shouldn’t have to do all that!”

This will be especially true if they’re not competitive and looking for every edge they canget or they’re already getting by on their lackluster effort or they feel their snazzy degreeor certification entitles them to be showered with riches and that they shouldn’t evenhave to entertain the idea of getting their hands dirty with the 312 things it takes tomake a business successful like marketing, selling, advertising, managing money, hiring,etc.

Most people in business feel that just by getting certifiedor getting a business license, renting an office and puttingup a sign, that this should be all they need to have done inorder to make a decent living and they’re pissed off at theidea of having to anything more than that.

Are you the guy bringing this bad news to them that they don’t want to hear?

RRooaaddbblloocckk ##22:: EEggoo

This is where the person beats their chest about having been doing something for 10, 20,30 years and have a masters degree or certifications and who the hell are you to come inand tell them to do things a different way?

That’s one level of ego you’ve got to deal with.

The other is these people not wanting to admit that they’re clueless about making thispart of their life work. And it for this reason you can’t get certain people in certainprofessions into a room to learn about fixing a problem because they’re afraid of beingseen as incompetent by peers in their industry.

One of the primary reasons people fight having to improve is because they believe thatthe longer they’ve been doing something, the more valuable they are. This isn’t alwaysthe case. This is thinking like an employee. Employees think that because they’ve beendoing the same exact dishwashing job for 30 years that they’re entitled to more moneythan a guy that was hired yesterday to do this same job. Nope.

5












5












6

Straight commission salespeople are pretty much the only people out there who don’thave their head up their ass about this. They know that they only eat what they kill andthey respond accordingly.

So this whole ego thing is going to get in your way.

RRooaaddbblloocckk ##33:: LLaazziinneessss//SSeettttlliinngg

If you’re ambitious, you tend to think everyone in your niche is as well.

This ain’t so.

Talking to your prospects like they’re you is a big mistake. People may have once upon atime had ambition but now that their basic necessities are taken care, they’ve putthemselves on cruise control and are settling for just doing an average job going throughthe motions.

People who own businesses are really no more different than people whohave jobs. People who have jobs work just hard enough not to get fired.People who run businesses work just hard enough to not put themselves outof business. And trying to prod them into to doing more annoys the hell outof them who are coasting along.

People are especially annoyed by you giving them more work to do. They feeloverwhelmed by the “just barely enough not to get shit canned” level of work they’redoing now.

And the one thing to keep in mind is that there is a difference between ambition anddesire.

We all desire more.

We gamble on the lottery or slot machines and we’re nice to rich old relatives inanticipation that something will come our way when they finally die. Things might bedifferent if no one ever won gambling and if that rich old relative had already signed alltheir money away to charity.

We all want and will all accept more if it is given to us. Poor people want a better car butthis doesn’t mean they’ve got the ambition to do what it takes to go out and get one. Andif you tried to teach them about what it would take to go get one, they’d fake interest orchange the subject.

STOP TALKING TO PEOPLE LIKE THEY HAVEAMBITION

7

RRooaaddbblloocckk ##44:: ““TThhiiss ddooeessnn’’tt aappppllyy ttoo mmyy ssiittuuaattiioonn””

These people are hell bent on self-sabotage and will look for any excuse to weasel out ofapplying the effort of physical or mental work.

RRooaaddbblloocckk ##55:: TThhee WWaallkkiinngg DDeeaadd

These are the people who believe their life is destined to go nowhere.

They will even admit that your system could work and that it makes common sense touse it but they won’t. Some people feel it’d be futile to try something new because theyemployees will just screw it up somehow or they’ll rebel against the new routine andrefuse to do overtly or covertly.

Dan hears this a lot and he says that if he hears it as much as he does . . . there’s a TONof people thinking it but not saying it and this is what they’re saying to themselves asthey’re going through your marketing and listening to your sales presentations.

Most business owners are unwilling to fire people who aren’t willing to step up andperform and so they won’t even entertain the possibility of even having any sort of uglydiscussion with employees that invites any kind of disharmony in their world.

Even the most necessary yet toxic employee can be replaced. It may not be overnight butyou can bet that overnight your stress levels will lower at the thought of not having to bein the same room for 10 hours a day with someone you hate.

Some people are walking dead because they hate the idea of having to give more moneyto government for taxes or they see themselves as helpless against Wal-Mart cominginto town so the resign themselves to maintaining the comfort zone they’re in.

RRooaaddbblloocckk ##66:: LLoosseerrss

Almost everyone has someone in their life who likes to take a big dump on any idea thatposes risk.

It’s the whole Hobbit quote of, “Adventures make you late for dinner.”

Some people have more of these people in their life than others. If they do have keylosers in their life that they let axe murder the idea transformation before it even begins,then you will not make a sale to this person.

If you are a force for good, there’s a very good chance that you’re one of thefew forces for good in their life and stand a high probability that everythingyou’re saying to this person runs counter to what everyone else in their lifeis telling them.

8

And if what you’re saying is different than the person they’re having really good sexwith, guess who’s definitely not getting listened to? Yep. You.

Negative voices that range from friends, family, business partner, a key employee, abusiness associate, or in the worst case scenario business partner who is their spousehave the power to kill even the greatest offer and transformation process ever.

RRooaaddbblloocckk ##77:: IIddiioottss

There are a couple of different kinds of idiots you’ll be dealing with:

First: The grizzled vet who religiously believes in their routine they’ve been doingforever.

Second: The noob who’s only been around for six months and still hasn’t had thedelusion stomped on that having an office, a sign, and business card is going to get thejob done.

Third: Hopeless cases of people who are still alive in spite of themselves thanks tosomeone enabling them in their life.

All of roadblocks with the exception of idiots can be countered by telling anopportunity story because the opportunity story is different.

HHeerree iiss aann eexxaammppllee ooff wwhhaatt aa TTuunnee UUpp SSttoorryy llooookkss lliikkee .. .. ..

DanKennedy–OpportunityConceptssample-reports.s3.amazonaws.com/MyNoteTakingNerd... · Dan quoted...

Documents

Transcript of DanKennedy–OpportunityConceptssample-reports.s3.amazonaws.com/MyNoteTakingNerd... · Dan quoted...