Inside Secrets Of Kennedy Consulting:

How Clients' Sales And Profits Are Multiplied, Problems Solved

Special Report by Dan Kennedy Copyright-Free: Reproduce & Distribute Freely


Often, a business' ad will work well for a while, then begin "wearing out". Because good ads aren't easy to come by, I want my clients to extend the life of the ads as long as they can. In one instance, a client had a full-page magazine ad that had appeared in the same magazines month after month for several years, and results were waning. I had the client shrink the ad enough that a 2" wide border was created all the way around it. Across the top, we added this headline: YOU'VE SEEN THIS AD. THESE PEOPLE ANSWERED IT. Then, down both sides and across the bottom, little photographs of happy buyers with their enthusiastic testimonials. This brought the results of the ad back up to the peak period from two years prior.


A local company had a newspaper ad I'd designed that worked too well. Every time it ran in the city's newspaper, they were so deluged with business the next day and for ten days or so afterward, they couldn't handle it and a lot of good prospects went to waste. We switched the ad to an FSI, a free-standing newspaper insert, which is delivered loose, inside the paper; they paid to have them inserted by area of the city in rotation, roughly 1/3rd of the circulation every 3 weeks, stabilizing the response at a level they could manage.


A restaurant owner needed $100,000.00 fast (reason not important). At my suggestion, he created a "VIP CLUB CARD" that gave its holder $2,000.00 worth of meals, appetizers, etc. spaced over 24 months (with much of the redemption cleverly structured to actually spark other spending. Example: free dinner on birthday, free dinner on wedding anniversary), privileged access to closed-door events (wine-tasting night; Super Bowl party), and other benefits, then sold that card to his best customers. In 19 days, he sold 114 cards at $1,000.00 each.


A client was making about $25,000.00 a month, but had "capped out", as he was personally closing every sale one-on-one, usually via a lengthy telephone conversation, sometimes two or three such conversations. He was adamantly opposed to adding salespeople. Worse, he was only getting one out of every seven prospects who initially requested his information to the point of having a discussion with him. At my urging, he implemented a group "telephone seminar" promoted once a month, to all his unconverted leads. His income went to $40,000.00 a month immediately. Incidentally, I have dozens of private clients and hundreds of Inner Circle Members profitably using tele-seminars, in many, many different businesses.


In my famous Magnetic Marketing System ( I show the "Giorgio letters", in which a restaurant is reinvented as a "romance destination". One of my clients, Mike Storms has a karate school with over a dozen very close competitors; his is the highest priced of any of them; most successful; and driven by referrals. He is able to charge premium prices and operate a super-profitable business, in part, due to re-invention or re-positioning; he does not sell karate; he sells "safer, smarter, more respectful kids" who have healthy self-esteem and excel academically.


Follows, an assortment of articles or excerpts of articles from previous issues of the NO B.S. MARKETING LETTER representative of strategies Dan regularly assists his clients in implementing. Unlike this brief, introductory Report, and the above case histories, the LETTER features actual examples with "exhibits" showing the businesses' ads, letters, etc., and full names, locations, types of businesses, stories in the owners' own words.



(For more information, the book Ultimate Marketing Plan) Unique Selling Position/Proposition Vs. Dumb Slogans How To REALLY Differentiate Yourself In The Marketplace.

Christmas arrived early with an article FAXed to me by Gold+ Member Chris Di Re, reporting on an extensive survey to measure the impact of advertising slogans. Among the slogans and advertising tag lines for 22 of the biggest U.S. advertisers, only 6 were recognized by more than 10% of the consumers surveyed. In other words, not even 1 out of 10 consumers could correctly identify 90% of the slogans. 16 of the 22 advertisers had slogans no one knew each spending more than 100-million dollars a year advertising them!

Three of these much advertised slogans scored 0% recognition. 0%!

Take the test, see if you can name any of the big, dumb companies that match these slogans: (Answers at bottom of page).

  1. We're With You
  2. That Was Easy
  3. The Stuff Of Life

Only Wal-Mart's "Always Low Prices" was recognized by 64% of the consumers tested. (And by the way, if you can't have the lowest prices, you might as well be the highest. Not much cache in "Almost Always Almost Lowest Prices Most Days".)

Those faring poorly, like #1 above, argued that they'd only been advertising their slogan for TWO YEARS!!!! and, quote, "it takes time to build brand identity." #3's spokesman justified their disaster as "only a transitional slogan", stating they were moving toward yet another new brand-focused identity, whatever the beejeezus that is. Translation: new slogan being thunk up.

The real laugher is that the copy of this article Chris sent me was from USA TODAY's web site, and at its end, two companies paid to advertise their services, doing, yep, "corporate branding."

Bonus: Answers To E-mail Questions From Teleseminar For NO B.S. BUSINESS SUCCESS BOOK

Q Is there such a thing as a totally automated business?

Just as the former President parsed the meaning of the word is, might I manipulate totally? Many businesses get very, very, very close. In true direct marketing businesses, orders are generated by ads that do not change and run in the same media month after month, by direct-mail, by web sites, etc. that are on auto-pilot; orders taken by 800# call centers, online, received by FAX or mail; routed or forwarded to a fulfillment center; money automatically deposited in the bank account; orders shipped all without involving the business owner. In a wider variety of businesses, parts of the business are automated. For example, many businesses and sales professionals following my strategies, and working with the vendors I recommend, have fully automated all their lead generation and screening of prospects. Again, ads, mailings, other media get prospects to call an 800#, go to a web site, request information such as a free repor, that information is mailed by a service or vendor, even follow-up letters mailed on a pre-determined schedule, automatically.

Another aspect of this Q/A is focusing on devoting your actual time, energy, labor ONLY to the highest value, highest profit activities within your business, which tend to be few, and automating, delegating or outsourcing everything else. Or, doing only those things you do so well it'd be foolish to have anyone else do them. I'd also mention that there are very good, sound marketing reasons NOT to take initial calls from prospects personally, to create a series of hoops prospects jump through. Finally, to give credit where credits due, the people who have 98.5% automated businesses tend to be information marketers utilizing the Internet, like Yanik Silver, who contributes a monthly article to my NO B.S. MARKETING LETTER.

Q What one thing would you say is most important to do, in living a life based on decisive, deliberate action rather than reaction?
A Well, I certainly DID cover them during the tele-seminar. At risk of offending David, I'd chastise anybody looking for me to just outright list them, 1-2-3-4-5. It might be convenient, but not a very thought-provoking experience. Let me give you some clues, from the tele-seminar and the book. For one thing, they define themselves and their businesses differently. Another, they engage in what I described as Future Banking, in a very practical, not theoretical way. Another, they have a radically different approach to their time than most. There are three of the five, summarized. All five relate to BEHAVIOR, and that IS a point I'd like to emphasize. Much is written and said about attitude, and attitude is inarguably important. But the best way to maintain a good, healthy, optimistic, confident attitude is to have reasons to do so. The difference between hope and expectation is in behavior. So all three of my NO B.S. books emphasize things to DO rather than things to THINK.
Q In trying to reach niche markets, say, parents with children with learning challenges, what innovative ways might you recommend and how might your strategies help?

There's a very specific marketing question. I'll begin by applauding and advocating niche-ing. There ARE riches in niches. If you read my NO B.S. MARKETING LETTER, you've been getting quite a bit of information about this in recent months and it's going to continue. A word of caution: in most cases, a niche market needs to be affordably reachable. Those are important words. If you have to go on national TV or in USA Today to advertise for concerned parents with children with learning challenges, the waste is great, cost too high. The ideal niche market congregates they subscribe to a magazine just for them, belong to organizations, are on specific mailing lists. So, you need to thoroughly research a market to find such media. One of the free gifts for buyers of the NO B.S. BUSINESS SUCCESS BOOK is a research guide. There are only two ways or categories of ways to reach this or any market: you use lead generation advertising, pretty much as described in the NO B.S. SALES SUCCESS BOOK, to ferret them out of a general population, or use others mailing lists comprised only of them.

The Internet offers some additional opportunity, as people go there to search for information about many very specific health and life issues. One of our NO B.S. MARKETING LETTER columnists, Yanik Silver, has a protégé making money with a web site selling information only for people with one particular compulsive disorder. However, you do NOT want to be limited to online marketing.

Q Does your material address the MLM / Network Marketing business?
A My own consulting clients, at the corporate level, have included Amway, New Vision, Rexall and others, and many of our Inner Circle Members are involved in network marketing businesses. Certainly, both the TIME MANAGEMENT and SALES books are directly apropos, and the strategies presented in them can have positive impact on your success in such a business.
Q Please talk about how premium pricing conflicts with the acquiring of new customers?
A It does not necessarily conflict at all. In fact, the idea you must discount to get customers is erroneous. A lot of this has to do with the customers you target. After all, Wal-Mart and Nieman-Marcus coexist in retail, and Nieman's prices do not interfere with their acquisition of customers. A similar example: a cup of coffee. Dennys, 7-11 and Starbucks. And, in many businesses, premium pricing (and superior margins) provide enormous advantage in new customer acquisition because you can spend more to get the customer!
Q How do you convince someone who refuses to do marketing for his business to do so. We are in the mortgage industry.
A From your entire question, I deduce you are referring to an obstinate and ignorant partner or employer. My advice is: escape. Your partner or employer thinks he's in the mortgage business and that alone is potentially fatal. You ARE in the marketing business. I long ago stopped trying to convince the obtuse or motivate the recalcitrant. You mentioned he had excuses for not marketing. In my NO B.S. BUSINESS SUCCESS BOOK, I point out that people good at making excuses are never very good at making money; the two skills are mutually exclusive. Of course, lots of people prefer a good excuse to a good opportunity, to a new and better approach. Such people are toxic to themselves and anyone who insists on being in relationships with them.
Q I am in the office supply business and I want to start different levels for my customers like your Silver, Gold, Gold+. Do I charge for it or do it at no cost to the customer, based on longevity, sales, value, etc.?
A Ott is referring to our Inner Circle Membership levels, which may be unfamiliar to some; you can see some of this at Ott is a long-time Inner Circle Member and a very, very sharp marketer. And Ott you've posed a great question. It relates, for everybody's benefit, to what I teach as "membership concept marketing", and goes hand in hand with things like rewards programs, to put an iron cage around your customers. In your particular business, I'd be prone to provide the programs as free added value, with qualifications as you suggested, then making it very desireable for customers to “move up.” At the highest level(s), if you added business coaching, local mastermind groups, then you might charge. You should also contact Bill Glazer at Glazer-Kennedy Inner Circle and ask about using his Repeat Rewards Program.
Q Due to a downsizing at my company, I've been researching on-line business opportunities… do you have suggestions about evaluating what is real and what is b.s.?

Several comments. First, the worst reason to become an entrepreneur is sudden unemployment. Christine, I hope you are highly motivated for other, additional reasons. Choosing the entrepreneurial way of life should not be done casually or on impulse.

In my NO B.S. BUSINESS SUCCESS BOOK, two chapters are devoted to what the entrepreneurial life is really like.

Second, while there are pure online, e-commerce businesses that are profitable, truth is, they are rare, and very vulnerable — anytime you depend on ONE thing, you are building a business on a fragile foundation. I insist the Internet is not a business; it is a media. With those cautions said, I'd next agree with you: the amount of utter b.s. proliferate on the Internet about getting rich via the Internet is enormous. One good acid test: has or is the person offering such information actually made money and built businesses using his methods but selling something other than the get-rich-on-Internet information?

At risk of forgetting to mention someone for which I apologize in advance I'll list the people I respect most in this field, in no particular order: Yanik Silver, Corey Rudl, Matt Furey, Ken McCarthy, Alex Mendochian, Joe Vitale. Caveat emptor, of course; I accept no responsibility. Your complete question indicated an interest in marketing or publishing information, and I'd again urge you not to restrict yourself to online marketing. In fact, I'd urge attending our upcoming Info-Marketers Summit, and especially the day before, for beginners. Details are at And for ALL entrepreneurs, you want to avoid restrictions. I have written about this in the September issue of THE NO B.S. MARKETING LETTER.

Q (From Robert Phillips) I am a current subscriber to THE NO B.S. MARKETING LETTER and recommend those who aren't take advantage of the 3-month free trial. My question I just finished Michael Gerber's book. Can you compare and contrast your perspective vs. Gerber's?

Robert, thanks for the plug. For now, a FREE three month trial subscription IS available at why wouldn't YOU accept it?

To your question: there's no contrast or conflict. Michael Gerber's E-MYTH, in essence, advocates so thoroughly system-izing your business you could clone it, and you are liberated from its day to day operational grunt work, and I concur. He uses the language "work ON your business, not IN it." I go further, in two ways. First, THE quantum leap in income for most business owners comes when they transition from "doer of their thing to "marketer of their thing." So the working ON ought to predominately be: working on the marketing. Second, I say the ultimate is not in or on, but having your business working for you! All three of my new NO B.S. books fit together, to facilitate that objective. Most business owners are actually NOT working on their businesses they're working FOR their businesses. Servants, not served, slaves, not masters. This should be vile and unacceptable to you, and you should be making radical, ruthless changes! The whole point of owning your own business is to please yourself, to live a thoroughly satisfying business life. Too many people have interpreted that "everything has a price" thing as a mandate to compromise and tolerate things they don't like.

By the way, I was also asked on the call about Jay Abraham. I've been on two programs with Michael Gerber and frequently recommend his book. Similarly, I've always found Jay's material interesting and useful. It's my observation that exceptionally successful entrepreneurs are exceptionally aggressive at acquiring and processing information from a wide variety of sources. Often, I may very well be saying the same thing as some other author, speaker or advisor, but we each say it differently, and at any given time, it'll click with you one way or the other. What I did say on the call, and would reiterate, is reflection of what I hear most from business owners going to some of these other experts' seminars, coaching programs, etc. they tell me, everyone else is more conceptual; I am more practical, down to earth, focused on specific things to do. Further, I'd point out that no one else I know who writes, speaks, teaches and coaches entrepreneurs also CURRENTLY works hands-on, closely with anywhere near as many business owners on a day to day basis. I'm also something of a bargain! These books are only ten bucks each. My newsletter, very inexpensive. Anyway, I'm eager for my Members and clients to get a lot of information in addition to mine, to process it all. At our most recent event for Members with over 850 in attendance I brought in Joe Sugarman, Mark Victor Hansen, Mike Vance, numerous others to speak. In past events, I've hired Brian Tracy, Jim Rohn. The web site has a recommended reading section.

Now, back to the NO B.S. MARKETING LETTER for just a second. In this monthly Letter, which I say is a seminar in every issue, I expand on marketing, sales and entrepreneurial issues, including those presented in all three NO B.S. BOOKS. There are also numerous Exhibits, such as ads, sales letters, marketing campaigns. Miss an Issue, you miss a lot! During the promotional campaign for my three new books, you can get a FREE three-month trial Gold Membership including the newsletter and the monthly audio tape. Oh, and a reminder about the books. If you haven't yet purchased them, go to and enter "dankennedy" in their search doohickey, and that'll take you to the books. Or go to, which is barnes and noble. Or your local Barnes & Noble store or other bookstore.

Subject: Answers To Questions Asked Of Dan Kennedy

A number of questions came in by e-mail during the Tele-Seminar based on Dan Kennedy's new NO B.S. SALES SUCCESS BOOK, that were not answered by Dan on the call itself. Time just ran out. Dan has written answers to thirteen of these questions, now posted below.

Whether you attended or missed the tele-seminar, you'll find this question and answer session interesting and possibly profitable. This Q/A Session will remain posted only for 5 days, so please go and read or download it asap.


I got hundreds of questions e-mailed to the conference call, and could only answer a few in the call. I've answered many more here. If yours isn't here, it's probably a duplicate of one that is answered here, or one I judged too complex or inappropriate for a brief answer and I don't do free consulting! The Q/A is in random order, as they came in

Q (Tim Patterson aka Tim "Gonzo" Gordon Our company has a long sales cycle 5 to 7 years. We sell custom trade show exhibits. Any recommendations on Takeaway Selling in such a situation?
A You bet. In fact, you guys need me desperately! (Kidding. Sort of.) First of all, your situation actually lends itself perfectly to my kind of Takeaway Selling, because you do custom projects. You can only do so many. Demand for you exceeds your number of openings per year, so reserving your time far in advance is vital, to avoid being turned away. As analogy, I only take a limited, shrinking number of clients for one or two day private consultations, so as early as 2003, I collected fee deposits for 2005 dates to be named later. Second, you need to design a program that shortens your sales cycle appreciably. Such as, a 36 month program of preparation for optimum show results, that includes the booth design, pre-show marketing strategies, boothmanship training, etc., facilitated by a monthly package of materials and periodic teleconferences with experts, with a monthly fee charged automatically to the client (ideally, the corporate credit card), and ultimately fully credited to the booth price. This program can be sold 3, 4, 5 years out. Can be a one call close, too. To put a complete program together, you may want to bring in some experts who'll contribute content free, even pay you commissions on business they get through your portal. I'd suggest Mitch Carson of Impact Products and Steve Miller of Adventures In Trade Shows. You might even want to put a business in front of your business, selling info-products to exhibitors. With that in mind, you might consider attending the Blueprint Seminar on information marketing coming up in November info at
Q (From Phyllis Hodge: TheBossLeady) About the SALES book do these methods work for Network Marketing?
A For starters, a general answer: what works, works. Period. The "but my business is different" thinking is self-sabotage. Now, to be more specific, let me first say that I have plenty of background in your industry. My corporate consulting clients have included Amway and NewVision. I have produced audio recruiting tapes of which more than 3-million copies have been put in use. And my private clients have included top distributors in four different companies. You have, of course, two sales functions in MLM: hopefully retail, and second, recruiting. Most emphasize the second so, due to time, I'll restrict my answer to that. With recruiting, Takeaway Selling is vitally important, and everything in the book about Lead Generation applies as well. To really grow and stay sane, you must follow these ideas and examples, and devise an automated system that attracts good leads, repels bad leads, screens leads, pre-sells leads, and has people ultimately asking you to meet or talk with them about your opportunity, and use this as replacement for manual labor prospecting. To be fair, this does require monetary investment, for which there's little or no instant recapture, as you're compensated only on those who prove productive, after they prove productive. It's common to incur costs per lead of $20 to $100, costs per sign-up of 2 to 5 times that much. Over time, in a good MLM, the economics work, but it is a cash flow problem. Nothing helpful I can say about that. Network Marketing is built for manual labor, shoe leather work, and when we twist it to utilize less painful, more effective methods, we face out of pocket investment. For a very realistic analysis of all this, as well as actual examples of Network Marketing lead generation and sales letters, you might get a copy of my manual written just for MLM, titled "Prospecting Sucks", via There is also a way to transform these economic realities; put another business in front of this one; be an information marketer first, and back-end the opportunity only to people who've already bought a course, set of tapes, tele-seminar, etc. from you. To pursue that, same advice I gave above about the Blueprint Seminar.
Q (From: Scott Palangi) I just started selling cars. I got 50 leads who have been in, in the past 90 days but never came back. What are the first 3 things you'd do if you were me?
A To properly prescribe, I'd need to ask you at least a dozen questions. And frankly, I'd probably ignore others' leftover leads and immediately focus on positioning and marketing myself to one to several niche markets, as their go-to guy, for extraordinary service, truth and fair deals on cars. But if we must squeeze whatever juice may be left in the 50: first, I'd write a sales letter, and personalize it, to all 50. For help, get my book THE ULTIMATE SALES LETTER. In that letter, I'd use the truth: I'm new, ambitious and eager for clients, they gave me 50 people like you who came in but didn't come back. If you haven't yet bought your car, give me a chance and I'll bend over backwards and twist myself into a pretzel trying to make a deal you'll like and get you into the car you want. Second, with that letter, I'd offer a bribe just for an appointment and test drive, maybe a Ruth Chris Steakhouse gift certificate or four Friday nights of free pizzas depending on the demographics of the prospects. I'd make that offer good for x-number of days only. I might use FedEx to deliver my 50 letters. Third, I'd create urgency with takeaway; some bonus gift you've only been given or obtained 5 of, so the first 5 people who buy a car from you get it. The race is on. Go to the Resource Directory at to find good vendors for premiums. Finally, two weeks after sending the letters, I'd take a nice new test drive car and go show up in these folks driveways at dinner time, with a box of cookies for their dessert. Having answered your specific question, I'd like to go back and emphasize a broader piece of advice. As you organize your business as a marketer, make this more about you than about cars. If you really study the SALES book, you'll grasp that idea. And by all means, grab the 3-month free trial Membership in my Gold Inner Circle. And, stay away from the grizzled, grumpy, cynical, know-it-all veteran car guys hanging around drinking coffee and munching on doughnuts waiting for u.p.s.!
Q (From: Ray Woolson) Dan, like you I do consulting work. Clients love to position you price-wise against others without your level of skills, to push your price down? How do you handle price resistance?

Ray, I'm going to be VERY blunt. If you are selling in an environment where they pick from several providers, and you tolerate such discussion for even one minute, you need spanked. Im a lousy guy to give advice on your question, because I have NEVER dealt with this problem. I have, from day one, put myself in a position where prospective clients sought me out and were pre-disposed to hire only me, so price resistance was sticker shock or ability to pay, but never my price compared to anothers. So, you have a positioning issue to work on, and more important, a marketing issue --- not a sales issue and not a price issue. It's very important to define and work on the correct problem!

Note the words "put myself in a position." You need to showcase yourself as THE wizard who possesses the magical solutions to their challenges in some forums, so they chase you. That may include speaking, putting on seminars, doing teleseminars, publishing a newsletter, or all of the above and more. I have recommendations: I co-authored a complete marketing system for the consulting business with Elsom Eldridge. It, as well as a similar system for the speaking business, at Further, you might want to become an info-marketer, so, as I've already suggested above, consider attending the Blueprint Seminar. Consulting is very difficult to overtly and proactively sell, It is easy to let people already in a relationship with you buy.

Q (From: Ralph Saile) I'm in the mortgage business. What are ways to reduce rate shopping and add value vs. the commodity perception?
A Ralph, the entire SALES book is the prescription. But I have a specific tip for you: contact my office via FAX @ 602-269-3113 and ask to be put in touch with Tracy Tolleson. (Note to Bill Federhofer: same answer.)
Q (From: Mike Eastham, CPA: Your Home, Your Money Show, AM 950 WTLN) How do your business philosophies differ from David Allen, author of Getting Things Done?
A First, I'd rather discuss practices than philosophies. I think success is mostly about behavior. I know David, in fact, he and his wife came to me for a day of consulting about their business last year. From his book you mentioned, and our discussions during that day, I'd say we certainly agree more than we disagree. Specific to the subject of getting things done, my NO B.S. TIME MANAGEMENT BOOK FOR ENTREPRENEURS is what you would want to read and, if you like, compare. I would note that David has worked more with people in corporate environments, I more with solo entrepreneurs, and I believe different practices are required. My own TIME strategies are more radical than his. Our objectives are the same: control, sanity, productivity. And ultimately I try to refrain from prescribing a one-size-fits-all solution, MY solution, preferring to guide people to finding what works for them.
Q (From: McIvisionary) "How do you feel about John Reese hitting $1-million dollars in sales in one day on the Internet? How do you feel about the Internet?"
A My feelings and thoughts - about the Internet are included in the SALES book and in the NO B.S. BUSINESS SUCCESS book. Please read both. Personally, as I explain in the TIME book, I refuse to use the Internet, although I have it used for me, to make money as you can see. And quite a few Internet marketers seek my advice often. Corey Rudl and Yanik Silver are in my Platinum Inner Circle. I know John Reese and I believe John would tell you he has learned a few things from me. I spoke at an Internet marketing conference for Ken McCarthy last year, by the way, and if you contact Ken, he has a tape of my presentation that might interest you. I'd add, there are lots of ways to make a million in a day, couple days, and I and clients of mine have done it before John did, and will again. I, of course, congratulate John; the marketing campaign you refer to was brilliantly executed. But the secret is NOT the media used. If you want to get into the position to periodically give yourself huge paydays, you'll focus on markets, customers, relationships, and strategic alliances, not any one particular media. And I would URGE you to attend the Blueprint Seminar and maybe the entire Info-Marketers' Summit, info at Also, look into my newsletter only for info-marketers, the NO B.S. INFO-MARKETING LETTER, at Oh, and our regular NO B.S. MARKETING LETTER includes a monthly how-to article from another top Internet marketer, Yanik Silver, and you can get a 3-month free trial sub to that, at
Q (From: Lawrence Penilla, Wells Fargo Home Mortgage) "Are your books available as audio books?"
A No, they are not, and I have no idea if or when they might be. Please read them you'll find they're easy reading, fun, entertaining, I promise! But, if you want my entire, all-encompassing approach to entrepreneurial, marketing and sales success in audio, go to, and consider obtaining that complete audio-based system. Also, the free 2-month trial Gold Membership includes a monthly audio program (go to Thanks for asking.
Q (From: Keith @ "You suggest not having to prospect, with the information in your SALES book. How proven is this method? Do you believe your teaching will change the sales field?

Second question first: no, I have no illusions about nor interest in transforming the entire field of sales, or any hunk of it. People cling to the familiar. And I have avoided trying to open or change closed minds. In fact, avoiding that is part of what I teach! I have made a very fine living helping a teeny-tiny percentage of progressive, open-minded, change-embracing people, and make a point of only working with those who are ready. There are a few industries or fields that have been so extensively affected by my kind of marketing replacement for prospecting that it is very visible, evident and talked about. In real estate, for example, I and those using and teaching my methods, including Craig Proctor, have had huge impact. In chiropractic, thanks to me and others teaching my methods, like Dr. Ben Altadonna, the impact is so far-reaching you can't open any three city newspapers without finding at least one of our lead generation ads. In insurance and financial services, I, along with Jeff Paul, Pamela Yellen, Michael Jans, Dennis Tubbergen and Michael Waters, have had sufficient impact that every burg, town, city has at least several insurance agents and financial planners using our methods. But in most sales fields, you might find less than 1% to no more than 3% or 4% of all the salespeople involved rejecting old-fashioned prospecting in favor of these methods. Significantly, you would find they often are in the top 1%, 2% or 3% in terms of income as well. You have to understand that every industry, every company sales organization within in an industry, is an income/success pyramid with a huge crowd at the bottom, a small number at the top, and foolishly, the majority always emulate the majority.

To your first question: my methods are as proven and universally reliable as is gravity. You cannot name an industry where I cannot produce a top-earning champion with outstanding quality of business life, who uses and gives credit to my methods. There are over 50 different industries in which at least one Kennedy-inspired consultant, coach and trainer operates. 18 of these are in my Platinum Inner Circle and, combined, we work with over one million business owners and salespeople each year. My NO B.S. MARKETING LETTER is the most celebrated and most widely subscribed to paid newsletter of its kind for the simple reason that what I teach works and even changes lives. If you haven't already done so, get your 3-month free trial at

Incidentally, transforming the entire sales field would actually be counter-productive for me, my network of consultants, my clients, and my Members for people like you, who might "get it Bluntly, we benefit from the stubborn, stuck ignorance and stupidity of the masses. I've long been delighted so few of my peers, in my businesses, have adopted my strategies.

Q (From: Karel Edith Harrington) The strategies you talk about seem to be for established businesspeople. How can a new businessperson use your techniques?
A Your question suggests a feeling of disadvantage and inferiority based on newness in a business but the marketplace does not care about this, and knows and responds to what you tell it, how you position yourself. The exact same strategies can apply to the person on day one in business. Of course, courage, savvy both required. But a lot of new businesspeople are mired in emotional hang-ups, conditioned to think they must somehow earn their right to exist, to be well paid, to dictate the way they do business over time; they connect longevity to value. This is in their heads, not customers unless you put it there. I urge thoroughly reading all three of my NO B.S. books, another of my books THE NEW PSYCHO-CYBERNETICS, a book by Robert Ringer, WINNING THROUGH INTIMIDATION, a book by Stuart Wilde, WHEN THEY SHOW UP, BILL EM, and after all those, if you're ready for some really strong stuff, a book titled THICK FACE, BLACK HEART. Regarding your specific business named in your question, I'd also refer you to my answer here, to Ray Woolson.
Q (From: JoAnne Ryser) "I tried to purchase your books at Barnes & Noble in Spokane, Washington this past weekend. The NO B.S. TIME MANAGEMENT was there. They won't have SALES until sometime later this month he couldn't tell me exactly when. Is the book available elsewhere sooner?

JoAnne, you no longer have to be smart to work in a bookstore! Because your question mirrors many, here's the answer: the publishing industry is the most screwed up industry on earth, and its distribution arm bookstores and online - is its most screwed up part.

Nothing surprises me, including the monstrous amount of bad and incorrect information given out by people like the clerk in the store you went to. The facts are: all three books are out as of August 1st and, in fact, Barnes & Noble is featuring all three titles in all their stores throughout August and September. However, each store stocks small numbers, sells out, re-orders, so on any given day or days, no books. Any store can special order for you if they are out, for you to pick up at the store or ship to your office or home. In addition, you can order online at (Barnes & Noble) or Frankly, they're not the easiest places to buy books either, and both have had inaccurate information posted at different times. My publisher's folks have exerted Herculean efforts almost daily communicating with the major chains and the online booksellers, correcting their miscues, and improving the ease with which books can be bought. Few authors pay as close attention as I do or have as much direct communication with their readers as I do, so they are unaware of how bad the distribution situation is. I won't apologize, because I have no control, but I will thank you for taking extra effort to get your hands on all three books, and promise you'll be glad you did. Now, something that IS easy to do and does work right: go to and sign up for TWO FREE MONTHS of my newsletter and my audio tapes!

Oh, and there's a lesson here for everyone about their businesses: if you could be invisible and eavesdrop on what your employees are saying, in person or on the phone, to your customers and prospects, you'd have a heart attack everyday. That's why all smart business owners use a lot of "mystery shopping. And there's a lesson here for manufacturers dependent on others distribution channels: exert as much control, do as much monitoring, have as much open communication with the end user customers as possible.

By the time the main marketing and promotion cycle for these books end, I expect to sell more than 100,000 of them. Half will be thanks to the distribution, half will be inspite of it!

Q (From: Gael Bertolino) "So, what is Dan Kennedy doing for Chauncey Hutter these days?"
A Gael is in the tax prep business Chauncey is a consultant, marketing advisor and coach to that industry, and owns 20+ offices of his own. Gael, Chauncey's a member of my Platinum Inner Circle Group, renewed in 2005 for, I think, his 7th year. From time to time, I do some private work for him as well. For the benefit of everyone, a quick explanation and direction. Chauncey is a user and, in turn, teacher of my methods (as well as his own) to this one particular industry, tax preparation offices. There are over 50 other experts who take my methods to different niche fields, such as retail store owners; restaurant owners; auto repair shop owners; chiropractors; dentists; and on and on. Most are listed, with full contact information, in the Inner Circle Members Resource Directory at Examples of their newest successful strategies, ads, sales letters, etc. often are featured in my NO B.S. MARKETING LETTER, which you can get your 3-month free trial to at Combined, this fraternity of experts that Chauncey belongs to works directly with over a million small business owners each year.
Q (From: Debby Smith) "I'm a real estate agent. Can you give me an example of Takeaway Selling for my business?"

There is such an example in the NO B.S. SALES book. And, the answer to the prior question can take you other information specifically for your business. But I'll use your question to emphasize a very important point: do not be myopic. You need to be open to and able, even eager, to TRANSLATE strategies from outside your own business to it. This TRANSLATION is a key characteristic of the most successful people in every field. That's why it's so beneficial to get and study my monthly NO B.S. MARKETING LETTER: exposure to a diversity of what works. When you stay focused inward, paying attention only to what's going on inside your own field, you participate in what I call "marketing incest", with the same result as generational incest: everybody gets dumber and dumber.

Well, that concludes my answers to your SALES BOOK related questions. Thanks to all who sent in questions, and thanks for getting my books — and telling your friends and business associates to get them!

At the risk of sounding like a broken record, if you haven't yet signed up for three FREE months of Gold Inner Circle Membership, what are you waiting for? Note the word: free. Sign up now at


I got hundreds of questions e-mailed to the conference call, and could only answer a few in the call. I've answered many more here. If yours isn't here, it's probably a duplicate of one that is answered here, or one I judged too complex or inappropriate for a brief answer and I don't do free consulting! The Q/A is in random order, as they came in.

Q (From: Wendy Hugh, PCC, CSP) "When working from a home office how to approach a significant other to help with management of time, not interrupting your day with mundane things, etc.?"
A First, my caveat. Not long ago, my 22 year marriage ended. I've never held myself out as a relationship expert. However, Ive always worked in a home office. My ex-wife understood and was cooperative. As I'm answering this, my current significant other is upstairs in my home, divorced for the day, and she gets it. One of the things I do is let the other person in on my workload for the day and week ahead, at least in broad terms, how I have my time committed and planned and when we will have time together, when I will have time for household matters. I don't think most of the strategies I advocate in my book change from significant other to client to vendor to employee. You train the people around you in the way you want to be treated, communicated with and related to. It helps, of course, to be involved with capable people, and in terms of personal relationship, with someone who has interests, things to do, and is not excessively dependent on you for their life. I learned as a young boy that certain times when my father went to the home office and closed the door, that he was uninterruptible for anything short of fire. At other times, the door was open and it was okay to wander in and out, watch, carry on conversation. Ultimately, time vampire behavior as I describe in my book is time vampirism regardless of who's sucking the blood. It has to be stopped. Gently if possible, firmly if necessary.
Q (From: Linn Marie Borrill, "What is your opinion of David Allen's stuff?"
A I answered that for somebody else, and the answers in the SALES questions and answers. I'd add, it's nice to see David's popular. I'm a very, very serious student of this subject, so I have and sometimes re-read classics, like Lakein's How To Get Control Of Your Time And Your Life as well as new stuff, like David's. I have an arsenal of reliable strategies that work for me, that I stick with, that I describe in my book. But, like all highly successful entrepreneurs, I also live the principle of the slight edge. That means, I'm always on the look-out for an idea that can improve some aspect of what I do by even a smidgen. If somebody makes $25,000.00 a year, a 1% improvement isn't very exciting. If they make $250,000.00, the same idea worth the same 1% is more valuable by 10-fold. If you make 2.5-million or more as I do, the 1% idea is even more interesting. Also, the more maxxed out you are, having to say no to good opportunities, the more every possible improvement means. I differ with David, by the way, on a number of things, including making and using lists. However I also found things in David's work I was able to meld with the way I work.
Q (Mark Halpert, "If there was one item we could implement today that would demonstrate the value of your methods, what would it be?"
A Why limit yourself to just one? However, the word today sure is a good one. Although, as I point out in the book, the do-it-now maxim is not always good advice, when you are exposed to new or different, potentially useful ideas, doing something immediately often makes the total difference between value or no value, ever. Kind of like reading or hearing a new, good joke; if I can tell it three times same day, I've got it forever. To your question, different strokes for different folks. I can't rank, say, the ten time management strategies in value priority for somebody other than me.
Q (Jeff Nelson, "After reading your book, it appears that one of your most powerful techniques is your self-imposed shotgun under the chin, scheduling actions to times, and blowing your head off if you break your word with yourself. Please comment"
A Well, there's another answer for Mark Halpert. I'll make several points. First, I find it odd that people take the commitments they make to others more seriously than they do the commitments they make to themselves. Reverse that, you'll instantly be more successful. Somebody will break the speed limit, risk ticket or accident, and send their blood pressure through the roof racing to keep a lunch appointment, even when it is unimportant. But something they promised themselves they'd do Friday, ah well, there's always Monday. To me, odd. I think integrity starts in your relationship with yourself. Second, I work against the clock. For example, that's how I write. If I'm writing a sales letter for a client, as I did this morning, I pre-determine the time it should take, lock in that time block, and then write to beat the clock. Most people are much more casual about their work. My friend, a great ad copywriter John Carlton says that the deadline is the greatest invention of all time because, without it, few other inventions would exist. Third, as you know from the book, I treat time seriously. It's that simple.
Q ( Heather Floyd) "I've tried time-blocking and haven't been able to make it work. What's your secret?"
A My answers to Wendy and Jeff apply. Bluntly, the strategy works. But only if you hold yourself accountable for making it work. You may need a more appropriate and protected place. You may need to lock the cellphone away. You may need to reward and penalize yourself. You may just need more legitimate self-motivation. My speaking colleague Jim Rohn often says the reason more people aren't millionaires is that they don't have enough reasons. It's not lack of opportunity or tools or information. It's reasons. I think there's a lot to that.
Q (Dennis Hester) "I want to work full-time as a writer and do I get on the speaking circuit.what topics would be best?"

Lots of bad news for you. There is no such thing as a speaking circuit. And topics are the last thing to figure out. Market or markets gets figured out first. And you need a reason to exist in a chosen market, other than what you want to do. By reason to exist, I mean you came from there and have proven success strategies and a success story to share. Or you have found, devised, built a magic solution to their most pressing problem. A reason to be there, taking up space, asking for money. There are lots of ways to get a business going, that includes, and is fueled by speaking. Too complex to explore here. I have complete courses and marketing systems for speakers and info-marketers, through But I will emphasize, the market is the key. Then the marketing.

As an aside, the topics you listed (which I did not list here) are all "soft, vague, unfocused, and already being talked about by thousands. When you do get to topics, you will need to find your own unique language, approach, gap to fill. Finally, I will caution you: unless you are an ex President, serial murderer or similar celebrity, you will not make serious income from speaking fees. You will need information products, platform selling skills, and other streams of income tied to information products. The fact that you may be as interested in writing as speaking is good news. And I'd urge taking a look at the Blueprint Seminar for new info-marketers, also explained at

Q (From: Fiona-Rhea Bickford) "Describe a day in your life from waking until sleep."

There's a book in itself. In fact, I'm doing this, in detail, in my autobiography, which comes out early 05, in connection with my Renegade Millionaire System. In brief, it depends; if traveling or at home, if working with a consulting client or coaching group on premises, or taking a day for scheduled phone appointments back to back, or writing without interruption. In other words, I have different types of days, structured differently. Most days I get up between 6:00 AM and 7:30 AM. If writing, I go right to work and stay at it for several hours before a break for a protein shake or food bar, vitamins. Almost every morning I at least write for an hour before switching to other pre-scheduled activities. Some mornings I go to the track and jog my racehorses, from 7:00 to 8:30 or 9:00 AM. On a lot of writing days or correspondence/FAX/office work days, I will work virtually non-stop and with no interruptions until 3:00 or 4:00 in the afternoon. On those days, I get an afternoon nap. On consulting or coaching group days, I'm in session 8:30 AM to 5:00 or 5:30 PM.

Almost all my phone conversations are by pre-set appointments. None of this varies from what I describe in the book, and expand on in the Renegade Millionaire System. I think what's probably most instructive is that I take a pre-determined, scheduled, time-blocked, deadline driven and disciplined approach. To appease your curiosity, evenings also vary. I have a habit on Sunday nights of watching TV (football in season, HBO, etc.) while sorting, reading the week's mail and FAXes (which arrive in one big box on Friday afternoon from my Phoenix office). Monday, Wednesday, Friday and Saturday evenings I am often racing horses. The other evenings may be social, relaxation, a movie, that sort of thing. I go to sleep as early as 10, as late as midnight. I do my level best to exercise 3 or 4 days a week, admittedly briefly. I only eat one "real meal" most days; protein shakes or food bars, the other two.

Q (From: Rick Grunden) "Is there a faster way to get books than through amazon, where there's a 3 to 4 week delay?"
A I answered this at great length in the SALES q/a. I'd add that there is no reason whatsoever for this delay other than amazon's own dysfunction, massive as far as I can tell. As alternate,, that is Barnes & Noble, or bookstores.
Q (From: Tami DePalma, "As a business owner, I have many personas. You speak of being militant with appointments you make with yourself. However, sometimes the wrong 'person' shows up for my scheduled time block! For example, what happens when the brilliant copywriter shows up when you've planned a big picture strategy time-block? Or your analyzer's nowhere to be found when you've blocked time to study P & L's?"

Tami, I know you folks at Marketability. Nice to hear from you.

You sound like Sybill, and may need medication for multiple personality disorder.

I'm kidding. Fortunately, I very rarely experience your problem. My subconscious provides the right persona for the job time has been blocked for. I'm very good at compartmentalization, in part thanks to Psycho-Cybernetics skills, and I would suggest you check out It's my experience that the more "pre-organized" I am, the easier I shift. However, there are days I cheat. Three choices of things to work on pick the one I'm in the mood for. I also have a get-in-gear trick; I start with something I really enjoy, to get going. So, as a writer, I'll often give the first half-hour to one of my newsletters, then turn to a client's project.

Q (From: George Platt, "Which came first: wealth or time management methods?"
A Money followed time effectiveness. My time management methods evolved over years, some out of necessity, and some, in a closed loop, out of necessity in managing increasing success and demand. But in essence, getting the grip on time is the precursor. Are there people who live in total chaos and complete lack of control who still make a ton of money? Sure. But if you want to play the odds, you'll get your house in order with regard to your time.
Q (From: Marc Labrecque) "How do you effectively handle high volume of e-mail without it killing your schedule?"
A When you read the book as you must! --- you'll discover detailed suggestions. But personally, as I describe in the book, I refuse to use it at all, and there is a rapidly growing underground of super successful entrepreneurs and CEO's who have dropped out of e-mail too. I hate "junk communication." If you, in any way, make it too easy to communicate with you, you're soon the puppet on their strings. With regard to any and all incoming: e-mail, Faxes, phone, mail, people, THE answer is: control it. Limit it. Restrict it. Schedule it. As I mentioned above, I get my entire weeks mail and 90% of my accumulated FAXes once, Friday, and I allocate two to three hours to it Sunday evening. Throughout the week I am free of it and even of the temptation to fool with it, because it is out of reach. People I deal with learn to plan far enough ahead to communicate knowing there will be lag time. I train them. Anyone who has a question like yours MUST, and I repeat MUST get and devour my book. Your sanity depends on it.
Q (From: Eric Josephson, Sioux Falls Tire & Service) "How do you suggest I set time blocks aside for myself to work on the business, but make my employees realize I am working, even though I'm not on the sales floor dealing with customers?"
A Well, odds are, you shouldn't be out there at all. Can't get to third base with one foot on first. As to the employees, tell me again, who's working for who? A good object lesson is having a good massage therapist come in once a week, conspicuously dragging her massage table, give you a massage in your office. It's simply none of their damned business what you're doing. They need to be reminded, their attention needs to be on what they're doing, and the daily, weekly, monthly benchmarks they're being judged on and rewarded on. You may need a place to go work away from the shop entirely. You can have a little meeting and splain things, like "My Job Description, "Your Job Description. And that'll have some effect, with some, for some time. But please also read my BUSINESS SUCCESS book, the section about employees. I've made the first there, last one out, set the example mistake. It's b.s.
Q (From: Dave @ ABS Group) "We have an online business where we provide many benefits for our members. We want to add unlimited e-mail questions what do you think of this from a time management perspective?"
A Dave, I love a good joke as much as anybody, but I can't risk anybody taking you seriously, so I guess I'll have to. If you are going to choose between this and a bullet, take the bullet. Quicker, less painful. But beyond the time issues, this is lousy marketing, poor positioning. You'll probably create expectations you can't honor, a very bad idea. You'll come to resent and dislike your customers. And maybe worst of all, unlimited access has zero value or added value. Only quantifiable, limited access has value. Take a look at the example of this, a coupon marked "void", one of my critique coupons, in the NO B.S. SALES book.
Q (From: Kevin Rappana) "How do you transition from a person who always makes time for the "do you have a minute questions" into one who does not, now that people expect it, without making waves?"
A It's you or them. Read my book and decide to hate time vampires with a passion. Then sit them down, individually or en group, and lay out the new rules, the new way Kevin's going to be working. Sell it as best you can as benefit to them as well as you. Then do it. Whoever's mad is mad, whoever leaves leaves. There's, what, 200 million people available? Vacuums fill. Clean 'em out. How delicate would you be about this if they were walking in and kicking you in the nuts?
Q (From: Rowan Wilson) "I've bought all three books had to go to two different bookstores to get that done. Now I want your "Ultimate Sales Letter" book but Borders and B&N, no luck."

Aaaaargh. Here's the scoop, the Ultimate Sales Letter Book and the Ultimate Marketing Plan Book, both published by Adams Media, are in print, in most bookstores but not necessarily on any given day. The Ultimate Marketing Plan is also sold at most Kinkos, but they usually don't stock Sales Letter. Go figure. ALL my books can be special ordered for you by any bookstore, or ordered by you at or And the whole list is:

  • Ultimate Marketing Plan
  • Ultimate Sales Letter
  • How To Make Millions With Your Ideas
  • The New Psycho-Cyberneticsv

And, of course, the new No B.S. Business Success, Sales Success and Time Management books.

If you haven't already done so, you should grab your 3-month free trial Gold Membership, so you get my NO B.S. MARKETING LETTER every month, especially since you're interested in sales letters and direct marketing. Do that at

Q (From: Andrew Lockwood, Blackacre Mortgage Corp.) "I'm in the mortgage business. I rely on realtors to refer me business. I anticipate heavy resistance to any attempt I will make to train them to respect my time"

When Howie Long was asked about how he'd handle boys dating his teen-age daughter, he said he planned to shoot the first one dead and let the word get around. Something to think about.

Then, please get Tracy Tolleson's number from my office, or better yet, ask Vicky to have him send you his info, and arrange a phone appointment with him. Like you, he gets his mortgage business from realtors. Unlike you, he has them totally trained and happy about it. He has your answers. My office FAX is 602-269-3113.

You are right once you've let the inmates run the asylum, it is challenging to change the way things are done. Same with employees, re. an earlier question. But you must. The alternative is just too horrible to bear. In your case, you need to alter both your marketing and the rules for new realtors who refer, and build up enough playing the new way, you can weed out the old ones that won't change.

Q (From: Lee Marcus) "What can employees do to optimize their time at work, given that their bosses expect immediate response?"
A The books title says "FOR ENTREPRENEURS."
Q ( "Okay, Dan, the other lawyers in my office have been ordered to read all three books. Here is there collective question to me: Dan Kennedys stuff seems geared to the OWNER of the company how do we (worker bees) take command of our time when it is our job to react to things you give us to do?"
A Ben, the title says: FOR ENTREPRENEURS. For a reason. But, since you are the boss and you get it, you may be able to work with some of your team members to arrive at new, different, better ways to achieve team productivity. To a degree, it's a 2-way street. For example, just as you shouldn't want the "Have you got a minute? time vampires dropping by your office, you shouldn't want to be such a vampire destroying their productivity either. So you can all sign a pact to stop the bloodsucking. Instead, pre-set meetings. So, you and gang ought to go through the book(s) together and discuss what can help, what can't. With that said, though, the entrepreneur, the boss does need at least somebody who leaps when they whistle, who does set aside whatever they're doing to respond to the highest priced talent's needs. Pretty cool that they put you on the spot, huh?
Q (From: Jerry Doland, Jerrydoland@comcastnet) "I just recently discovered Dan Kennedy. I joined his Gold Membership, bought his Wealth Attraction Course, NO B.S. Letter archives. I'm getting all three books. How do I prioritize to get the most from all your great stuff, in minimum time?"

24 hours in a day. 8 to run your business, 8 for me, 8 for your personal life what's the problem? Actually, how 'bout an hour a day. Can include listening time in the car, too. Here's a minimum schedule: an hour a week just thinking about your business. An hour a week for education, like reading my stuff. But you'll increase, because you'll find time invested this way makes the other time more valuable. With me, you make your marketing, your sales take less time. You get your time better organized and protected. You liberate time. As to what first, what second, depends. On your greatest need, greatest interest. Of the items you listed, they have different purposes. The Wealth Attraction Course (can be purchased along with many of my other systems from is for immersion; listen, let it soak in. The NO B.S. MARKETING LETTER arrives every month and is set up for you to pick one or two things to do.

The books, why not a chapter a day find one thing a week to do, to incorporate into your way of doing things? By the way, thanks for the question. And geez, why on earth would ANYBODY who's been on these tele-seminars or read these books NOT at least get the 3-month's free Gold Membership, and test drive my NO B.S. MARKETING LETTER? Jerry, it'd shock you, but there actually are some people who have NOT done so. Crazy, right? (Go immediately to and grab it today!)

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