Hey everyone. Hi, I'm Dan Bova from entrepreneur.com. Thank you so much for joining us for today's workshop. Simple budget friendly marketing strategies. Love that budget friendly. We are so lucky today to have Darcy Juarez with us. Darcy is an 18 year veteran in the marketing business space. She's the coauthor with Dan Kennedy of the no BS direct marketing guide. She has an amazing program lined up for you all today. And be sure to stick around to the end because she also has some awesome discounts and exclusive giveaways just for you for being so patient with us and so glad to get started. Let's go. Welcome Darcy Juarez. Thank you, Dan. Thank you so much for having me. I'm so excited. And I apologize, you guys. I know we're starting a few minutes late and I had to reschedule the first time because I literally had no voice for six weeks in the fall. So thank you for hanging in with us. We did not want to postpone on you guys again today. So we were scrambling with some last minute technical stuff. So bear with me. I promise I will make it worth it for you guys at the end. Thank you, Dan. So I'm ready when you are. Awesome. All right. So I think I just go ahead and share my screen here for you guys. And we are going to kick it off. So as Dan said, what I prepared for you guys was kind of the three biggest mistakes made when marketing. So as Dan said, I have been doing this for over 20 years and I was so... so honored when Dan Kennedy asked me to co-author this, the No BS Direct Marketing for Non-Direct Marketing Businesses book with him, which is always a mouthful. And so what I did is I kind of went back and I found the biggest mistakes that I see that people make when marketing. And I'm going to show you guys how we can overcome those really so that you can avoid those and become 67.14% better at marketing. pretty much guaranteed. And so we're going to kind of break down those three biggest mistakes. So the first thing is I've got a couple of videos that I'm going to play for you guys. And the challenge we were having technically is that we can't see the videos. So you're going to watch the video and I've got to play you the audio on here. So it may not sync a hundred percent, but I think you guys will still get the idea. And I think it's worth it for you guys to watch these. And, and so let's go ahead and kick this first one off here. Whoopsies. All my technical difficulties. Here we go. Okay. This guy has no idea what the internet is. When I got to the building, what Dan was great at was all the things that actually mattered. And this idea of the medium through which the marketing is done, whether it was direct mail or the internet. That's not the thing that matters. It's the message. So I'm here to show you, here's a lead generation ad. I don't think there's anybody in the current period that has had a bigger impact in the field of advertising and marketing than Daniel Kennedy. His direct response and marketing approach is what has spawned all of these companies, events, masterminds, you name it. He is a marketing master who has taught a number of experts that are now I learned that opportunity marketing together and their placement is always better than you. A good pair of boots is always better than you. It's not really something that I would have said to a child about the loss that they live by. So this is a path that really is becoming more important. It's written very strongly on the list of names. Any information about value entities? It was when you went to Congress. That's why you won the Golden Globe. It is time to say, you'll be using useful things that will serve you throughout the business. Learning how to be or how to run a particular thing in Facebook that's only good if everybody knows what that tactic is. So the first thing I heard was, I was actually from a book store. I had a lot of books that I could find on Amazon. And I sat down and I went, and then I went to the courses on the GCSE website and went through probably about half of those. And that is the first model that we can work with. Okay. Sorry. I know we're having some audio trouble and I'm going to try and get it for you guys because there's a couple of videos that are really, I think, vital for you guys to kind of hear as we go through. So bear with me. I will try and bring this back in as well. And we are going to post the videos for you guys after this so you can come back and watch them. But that was an introduction to Dan Kennedy, if you're not familiar with him, because he's written multiple, multiple books here with Entrepreneur. And the one we're talking about today is the No BS Direct Marketing for Non-Direct Marketing Businesses. I first met Dan 20 some years ago when I was working as the right hand to an info marketer. So I've done all every part of the business. And so from start to finish, from finance to marketing, and I just, I love the marketing part of it. So I was so excited when he asked me to co-author the direct marketing book with him. And today I coach our top members on his principles. And so I want to let you in on these secrets over our next hour together. But I think our members tend to say it best. when they say that Dan really radically changed their thinking. And that's what I'd like to do for you guys here today is that he's radically changed their thinking about marketing and attracting their ideal customer or client. He's changed their thinking about where and how they invest their time. They're thinking about their business and what is possible. And the first really big one is about how you think about your business and how you think about your marketing. Because most people tend to go out about this online. And they make things more difficult than they need to be. So my promise to you guys here today is that you'll leave with a specific and usable marketing strategies that you can apply to your business, your product, your service, and see results in your bank account in 21 days or less. And I can virtually guarantee you that this is not something that you are already doing, at least not doing strategically and with intention. And when we know why things work, then we can really start to build those into our business and design a business by design. I want to replace your random acts of marketing with organized and strategical effort so that you can magnetically attract your ideal customers or clients. And so I want to work with you guys for the next hour or so and give you some marketing strategies that you can take and start to use for profit in your business. So I know we had some trouble with the audio, but if that sounds good to you, if you guys can let me know in the chat, we're going to keep rolling on this. But let me know that I'm on track here with you guys. Now, Dan Kennedy always says that the ability to spend or outspend your competitors governs your growth, your success, and your sustainability more than any single factor. So I want you guys to write that one down. Take a photo of that. The ability to spend or outspend your competitors is what is going to govern your growth, your success, and your sustainability more than any other factor in your business. To do this, we need to design a business and not let your business design be by default. Okay, so that's what happens is most people, they start to implement what we like tactics and ideas, but they don't look at it from a strategical standpoint. And what I want you leaving with here today is that strategical standpoint so that you can design your business to be what you want. And every one of us can have a bit different type of business. Every one of us can design our business to be what we want, to give us the autonomy that we want. Because here's the biggest secret. You can have the best product in the world. You can have the best service in the world. You can provide the best value. You can be the best salesperson. And yet you can still starve. I'm going to try another video clip here that hopefully we can all hear this. And if not, I'll try and... reiterate it for you, but it's the opening kind of to the next part of what I wanted to share with you guys. So let's see if this will work. Give me a chance. Please stick with me. As I said, we are going to put these videos in so you can go back and watch them. And then I'm going to come back and help us kind of go through this, but let's see if this one will work. Show up as annoying pests precisely because they don't get message to match going in. Right. So this is actually true. I stayed home. I never went to the office. And I didn't want to be there. They didn't want me to be there. You kind of know this gig, right? So I went home. And it was a weekday, middle of the day. And we had big wooden double doors. And there's this monstrous banging on the wood double doors. Ring the doorbell and then banging on the doors. And this was a recession. So the Avon lady was all the way to the carpool. And... I was from an Avon sales manager who I had just destroyed her sales force and self-esteem and she'll never work again. You know, just completely humorless. Today, you'd of course be banned from Facebook. Okay. All right. So I don't think somehow it... picked it up and now it's not picking it up. So, all right. The, the, what, what Dan was explaining there is the real goal of what we are trying to do is go from an annoying pest to a welcome guest. And, uh, what Dan was telling was the story. He used to live in Phoenix and, uh, He was sitting there working, as many of us have, right? Sitting there working, really, really focused on what we were doing. And somebody is banging on his sliding glass door behind him. And so he just continues working. He's on a call. He's focused on his stuff, right? And the knocking gets louder and louder and louder. And he thought to himself, well, here's the thing. This is an annoying pest. They're going to go away. If I ignore them long enough, they are going to go away. So he keeps working. He's ignoring this knocking on his sliding glass door. They keep pounding on the door, pounding on the door, pounding on the door. And he finally gives in and he goes and he opens the door. And the guy says, dummy, your lawn is on fire. You call 911. I'm grabbing the hose. Right. And Dan said, this is really what we do with our marketing. is that we just pound on that door and we scream louder and louder and louder. But what we are is just an annoying pest. And so the goal is, right, if you could flip that and you could go from an annoying pest to a welcome guest where somebody is inviting you in, is happy that you showed up. Maybe not happy you interrupted their day, but happy that you showed up and they welcomed you in. And there's a big difference from being that annoying pest to being that welcome guest. And when we make that shift, we fix what we call the first square on the marketing game board. And so whether you know it or not, whether you acknowledge it or not, whether you like hearing it or not, most of the time we're doing the exact opposite. We're being perceived by our prospects, our customers, and even our clients as that annoying pest, not as the most welcome guest of their day, their week, their month, or their year. Now, what we can't do is just amp up being an annoying pest. And that, unfortunately, is what most people do. Now, if you could change this, if you could get the kind of welcome from your prospective customers that your favorite sports teams get on their home court, that would change the entire experience of doing business. See, then we don't need 365 ways to close a sale. We don't need the latest black hat trick. We don't need to know the secret tips for getting Facebook ads, right? What we need to do is simply become a welcome guest marketer. If we change that first square on your game board so that you spend all of your face to face or on the phone time with people who are predisposed to do business with you and only you. who have sought you out and for whom you get to sell to in a competitive vacuum, It changes everything that you do. If people are haggling on price, if people are constantly questioning you, right? That tells you that you are showing up as an annoying pest, not as a welcome guest. When you show up as a welcome guest, they're happy to pay the fees that you ask for. They're happy to follow the processes that you have set forth. And so that's what magnetically attracting your ideal customer, client, or patient does for you. Now to do this, we want to build out three marketing systems. Okay, there are three parts and only three parts that we're going to talk about. And in the limited time we have available today, I'm going to try and get through all three of these for you. The first one has to do with your marketing message. It's what you are saying to the marketplace that is compelling, that has curiosity, is interest arousing. So what do you say that will magnetically attract them, that causes your perfect prospect to flock to you? Do you have that kind of a message? So we're going to ask some questions to find that out. Then secondly, who do you say that to? And by deliberate strategy, who are you not saying it to? Because this is where you're going to get all your leverage. And then third, how do you deliver that marketing message to those chosen prospects? Are you using an effective media source? Do you have efficient media? Do you have a real system that is consistent and reliable? And we're going to look at, and I'm going to give you some ways to figure that out for you. But when you put those three pieces together, you get a marketing system that often transforms the results of businesses in multitudes of two, three, four times what they had been doing. And let's unpack this for you guys. So why do most people get this wrong? Well, because the first mistake that they make is that they're marketing to the wrong people. See, the world's greatest marketing message is no better than the world's worst marketing message if it's shouted at deaf ears. Think about that, because that's what most people do. Most people do the equivalent of what we like to call the Goodyear blimp marketing, meaning that if I had a stadium, so I'm here in Chicago, our football team is the Chicago Bears. If I was to rent the Goodyear blimp and fly that over the stadium during a football game, I have no idea who's sitting in that stadium. Probably there's an ideal prospect in there, but there's also probably 30,000 other people that are not right for my business. And so when you fly that blimp over a stadium full of who knows who in the hopes that somebody sees your name and says, gee, I happen to need new tires. Oh, the Goodyear blimp just flew over the stadium. Oh, that's right. I should go buy Goodyear tires. Well, that's kind of what we're doing when we do most marketing. And if you are spending money on marketing right now, you should want to do better than that. You should want your money to be more efficient and effective than that. And we can't. We can do it by what we call target marketing. So most people do blind archery, hoping to hit a bullseye. They put a blindfold on, they throw those darts right, and they're hoping to hit a bullseye. Target marketing means that our eyes are wide open. We're aiming for, so therefore we know what our bullseye is so that we can hit it. Target marketing is where all of our leverage is going to come from. It's where we can turn small dollars into big dollars. It's where we can turn small effort into really, really big results. Target marketing is how we become much more sophisticated, much more precise, to be able to zero in on your highest probability prospect and ignore those that have a low probability of ever converting. And if you know nothing else about target marketing, here's what I hope will happen. I hope that you'll become inspired to go do the research that you need to do for your business, And in which cases, most of the stuff, and I'm gonna show you how to do some of this, is a do-it-yourself project. Mostly, it's entirely free. But this is what will give you the leverage to become a sophisticated target marketer. Because there are 5%. primary out of about 15 different ways that we can do the target marketing but the easiest way to think about this is to remind yourself okay make another note remind yourself that marketing is always about the customer not about the product So it's going to get us to our first one on the list, which is geographic targeting. Most people, what they do is they take out a map of their store or their business. They pinpoint their business and then they draw a circle around that business. And they say or and they go in my business, let's say I'm a dentist in my business. We get most of our patients from within our. five, a five mile radius or a 15 mile radius of our practice. And so that's where we do our marketing. Now you might say I'm online or my entire, my market is everybody in the United States or in the entire world. Okay. And that's valid, but It's a dangerous and overly simplified way of describing that. And I really want you to become more sophisticated and deliberate in your approach because just because they all fall under the same geographic target, they're not the same. So as I said, I'm here in Chicago and I know that if I go just 10 blocks from my house in any one direction, the houses aren't the same. More importantly, the people inside those houses are not the same. And I know that if I tell our marketing message to a business in Dallas, Texas, it's not the same as a business owner in Buffalo, Wyoming. And it's not the same as a business owner in Manhattan. It's not the same as a business owner in London or in Shanghai. There are geodemographics and there are geopsychographics. Big words, but really actually some pretty simple ideas. And this is what I want you to start thinking about for your market. See, I know that if we market in the entire United States, I know there are certain states that we should leave off because our ideal customer doesn't live there. Our ideal customer doesn't respond from there. So why waste that money? That's where I'm using inefficient media. I'm using inefficient marketing dollars if I continue to throw money into a place from which my ideal customer does not come from. So my question to you is, can you accurately describe exactly who you want to have respond to your marketing? Can you describe who is your ideal high value customer, the one who's going to pay you the rates that you want to charge? And if you can't describe them, oops, went too far too fast. If you can't describe them, you are doing blind archery. You can't know that you hit a bullseye if you don't know what that bullseye is. And there's that bullseye for you. If you can completely describe exactly who should respond and who is your ideal customer, I want you to put that right in the middle of your marketing bullseye, right? So that you know who you are targeting to. And to do this, we need to know three things. We need to know statistically who they are. This is their demographics. We want to know this because birds of a feather tend to flock together. So people who are alike tend to live alike. They can be found by like statistics. They can be found by things like their income, their occupation, things that we can get that are data that we can readily come by, statistical data. So demographically, who are they? Then we want to know behaviorally, who are they? What do they do? What do they want? These are what we call their psychographics. Things like what they desire, what they are interested in, what they spend their money on, what they subscribe to, what they watch, what they read, what they pay attention to. And all of this is actually readily available if you know where to look for it. And if you start listening to your current customers or clients, because they're probably already telling you this, you just hadn't been listening. And then the third one we want to know is the conversations that are going on between their ears, in their heads. These are the things that they don't always tell you. The most important thing here to understand is that what works in our favor is that privacy is dead. The bad news for those that like their privacy, but the good news for us as marketers is that we can go find out all this information. And there's one key word that will make your marketing 67.14% more effective. It's a bad word everywhere except in the marketing world. That word is discriminate. As a marketer, you want to find out how you can discriminate as early as possible in the process, as cheaply as possible in the process, so that you can devote all of your resources and all of your money to your high probability prospects, the ones that are most likely to be that ideal prospect for you. Instead of throwing our money at everything, we want to strategically determine where we are going to throw that money. And so the $64,000 question that you need to ask yourself is, do you make the same dumb mistake? Are you blindly shooting arrows at a target? Because when you know the answer to those questions, when you know who you are targeting, it allows you to radically alter the places that you advertise. Stay out of the ones where your who isn't. There's no need to spend money there. OK, so if the whole world is all about TikTok marketing right now and your ideal person has never opened up TikTok, it doesn't matter how good you are. Why would you put money into a place where you're who isn't? Instead, we figure out where they are and we put our money in there. OK, it allows you to radically alter the money allocated to those different places. It allows you to understand the internal problems and challenges and conversations that your ideal customer is having so that you can talk directly to them. And it allows you to hit that bullseye every single time. So let's say that I was a dating coach and I knew that my high probability client, somebody that I knew that if they were sitting down in front of me, I would have a 95% chance of them signing up and saying yes for my services right now. And I knew that they'd have no problems paying the fees that I wanted to charge. Okay. So let's say that person is a professional woman who was highly successful in her career. So she's a C-suite exec or the owner of her business. Her divorce was finalized between 12 and 36 months ago. She was married for at least 10 years, and she's successful in everything in life except for that marriage. And she has gone on at least three dates that have failed. Well, if I know that, it now allows me, which way am I pointing? It allows me to do all of these things that I said, radically alter the places that I advertise. I'm going to figure out what she's reading, what she's paying attention to, and I'm going to go advertise in those places. It allows me to radically alter the money allocated to those places, allows me to understand her internal problems. Better because I was able to describe that there. Right. And it allows me then to hit that bullseye every time it would allow me to speak directly to her, knowing the conversations that go on in her head, knowing that she feels confident in the boardroom, but can't work up the courage to put herself on a dating app. how nervous she is about meeting strangers for the first time, but has no problem in a boardroom, worried that she hasn't been in the dating game for the last 10 years. She feels defeated in the first few dates that she went on because they were failures or she was duped by profiles or pictures. It would allow me to hit that bullseye every time. And so this is the place where we can get the leverage, the leverage. We want to get this leverage early, not late. And that's the other mistake that people make is they wait till much later, right? They spend all their time on sales phone conversations with somebody who would never have been right. Let's figure this out early so that we only spend our time with those ideal people. OK, it's finding a way to discriminate as early and as cheaply as possible so we can devote all of our resources, both time and money to those high probability prospects. And when you make this change in your entire marketing and selling experience changes because our who governs everything that we do. And when we know this, everything else becomes easier. So it takes us to mistake number two. saying the wrong things. So now we've determined who we are supposed to say these things to. The second mistake people make is saying the wrong things because we can have that right person and say the wrong thing and be ignored. So when we say something that fails to connect with that target customer, we tend to call that a failed message to market match. We want to say the right message to the right person at the right time. So if you have your high probability prospect defined, you have the right person. Now we need to figure out what we say, what the right message is to say to that person so that they pay attention, so that we show up as a welcome guest and not an annoying pest. Now, here's the bad news, right? Or the reality. You're likely fascinated with your thing, your restaurant, your chiropractic office, your coaching program, but few others share that fascination. See, most people are only interested in themselves, in what's happening in their own life. Most people, they don't like to start new businesses like you or I do. And the idea is daunting and paralyzing. But they are very interested in a speedy solution to their underfunded retirement, right? They're very interested in solving that one problem that they have. So some people clean their carpets only because they're filthy, right? Or buy furniture, right? only when they need a new couch. But most people are interested in having other things, having stylishly furnished home that impresses their friends, right? Or a healthier home for their new baby. So I'm gonna give you guys a three-step process for coming up with your marketing message. Step number one, know what you are actually selling. Think about this, know what you are actually selling. So, A few years ago, I remodeled a bathroom for the very first time. And I remember vividly what the contractor said to me. She said, as soon as I signed the contract, and I just hired her to do another thing, and she literally just said this to me again yesterday, but she said, I can't wait to get started. And this is what popped into my head. Buyer's remorse. Oh my God, they're going to tear apart my house. I'm not going to have a bathroom. We're going to have to walk down three flights of stairs in order to use a bathroom in the middle of the night. We're not gonna be able to take a shower. Not gonna be able to wash our hands all right. There's going to be dust everywhere. All of the, the bad things pop into my head because she said, I can't wait to get started. And started means this started means disaster. What did I want as the buyer? I wanted this. See, I can't wait till you're finished. It changes what we're thinking about. It changes what they're buying because who wants to buy a disaster? Everybody wants to buy the finished result. What is your finished result? What is it that you are actually selling? Let's say you are a tutor. What are the parents actually buying? Are they buying help with the homework? Are they buying their child walking across the stage with the honor courts? Or what if we went even deeper? Are they buying them getting into the college of their dreams or better yet, the job of their dreams? What are they paying for today? What are they actually wanting? Because it's not the product or the service that you're selling. It's the result that your prospect wants. So for instance, if I'm an orthodontist, am I just selling a perfect smile or does delivering that perfect smile stop the bullying, the teasing? Does it provide an unspoken edge? So we want to stop selling stuff. Most marketing messages are about the product and the price. Make yours about something more interesting to your target audience. They will pay more to stop their child from being bullied versus just putting on braces. They will pay more for the end result than just the product or the service. Okay, so step number one, know what you are selling. Step number two, how do you position yourself uniquely in the marketplace in order to sell? See, you need to stand out in a crowded marketplace in order, sorry, in order to stand out in that crowded marketplace, you need to be able to sell. You have to position yourself in a way that you are not like everybody else, that you are not just one of the choices out there. You need to stand out because think about this. If you are like everybody else, why should I pay you differently than everybody else? Why should I pay more? Why shouldn't I pay the lowest price possible? And the last thing we want to do is be in a race to be the lowest price. Somebody will always undercut you. That is a not a unique way to stand out in the marketplace to be the lowest price. In fact, what you should want to do is to be the highest price. to design your business so that you are the highest price. So, because I want you to understand that whatever your deliverables are, they are not your business. So you need to make yourself the go-to person, place, or entity for some audience, that perfect who for you, so that they can be interested in you and therefore your deliverables. And so when you set out to attract new prospective customers to your business, there's one paramount question that you must answer. And I want you guys to go back because I'm not going to try and play this video. I want you guys to go back and watch this video as Dan really talks about this. We're going to jump ahead with it. And that one question that you need to know That question is, why should I choose your business, your product, or your service versus any and every other option available to me, including doing nothing? Now, Dan has copyrighted this question. This is a part of his business. It's in every one of his books. But you want to be able to answer that question for you. Why should I choose you, your business, versus any and every other option available to me, including doing nothing. Now, in that video, Dan talks about Domino's Pizza because that's where this idea of a unique selling proposition really kind of came to a vision that almost everybody knows the reference to. So if you don't remember, Domino's Pizza became very, very popular on the saying, fresh, hot pizza delivered in 30 minutes or less guaranteed. What they did was answer this question. Why should I choose Domino's Pizza versus any and every other option available to me, including doing nothing? Well, I was going to get fresh, hot pizza. No talk about how good it was. It was going to be fresh and it was going to be hot. And it was going to get to me in 30 minutes or less. So that's how Domino's created this unique position in the marketplace. What you need to do is figure out for you, what is your unique position in the marketplace? If we went out to your market or your market area tomorrow and we stopped 100 people at random and we played this word association game with them where we gave them the generic equivalent to what you do, pizza, insurance, real estate, cars, coaching, right? It doesn't really matter what it is. But if we gave them that, would 80 out of 100 instantly respond by giving us your name? If they would, then you have the lion's share of the market and they know what it is that you uniquely do. But that's what we want to achieve, what we call marketplace dominance. So let me give you some examples. This is one of our members, Ben Glass. He owns a law firm. And 30 years ago, he looked around at what everybody else was doing. So this is the time when everybody advertised in the yellow pages. Simply replace that today with Google because media has changed, but these principles and these ideas don't change. So he looked around at what everybody else was doing. And if you remember the yellow pages or you go Google a lot, you will see that all the businesses tend to say the exact same things. Why? Well, because the yellow page rep, the Facebook rep doesn't actually want you to do better in your marketing because then they can't get everybody to pay them for their marketing. So they wanted everybody to look the same. So we looked around. And in his head, he heard Dan saying exactly what I said, right? You need to have a unique selling proposition. You can't be delivering the same message that everybody else is doing. So he sat down, he started doing some research and he came up with a different message. And his message then was, because think about it. So he's, sorry, he's a, he's a, uh, uh, He's an attorney dealing with a lot of disability and a lot of car accident cases. And so almost every attorney in that space, right, says I can get you the most amount of money. Right. If you've been in an accident, I can get you money. So he said, well, that's what everybody else says. So now I've got to figure out a unique way to say what it is that I do so that people are going to want to come to me. So he came up with a different message. His message was, if you've been injured in a car accident, before you talk to the insurance adjuster, before you sign any forms, reach out to me. I have free information for you. He went from struggling to get clients to now thinking outside of that box, offering something new and different and only working with his ideal clients. Another one of our members, Nick Nanton, he started the Dix Nanton Celebrity Branding Agency, where they help entrepreneurs and professionals become the go-to experts to dominate their field with celebrity status. He went from selling services for $2,000 to his current going rate for a film is just shy of half a million dollars. That's the going rate. He's gone as high as 2 million. He has celebrities now calling him, asking him to tell their stories through his documentary films. So how did he do it? He figured out who his ideal client was. And then he figured out what they really wanted. Step two here. And what they really wanted was to be recognized as the celebrities that they were and show the world who they really are. So that's what he started selling. and when he started selling that and he stopped selling services he had clients lining up to work with him another example andrew hibbard he's an insurance agent who was specializing in medicare he went from making fifty thousand dollars a year to five hundred thousand dollars a year when he changed what he was selling so he stopped trying to sell medicare supplement plans And instead started helping retirees go through the process of signing up for Medicare. It shifted his entire business, these first two mistakes and these first two things that we're talking about. He shifted his entire business. So he started selling people what they wanted. Now, and if you know anything about insurance in the United States, he can't actually charge for this. So that's the other thing. He only gets paid by the insurance plans that people sign up for. So when he stopped selling insurance plans and started helping people go, helping retirees go through this process of signing up for Medicare, he 10 times his revenue and his income. And in just a few short years, he also went from being tied to a boiler room sales floor, having to just dial, dial, dial, dial, dial to the freedom of only working two and a half days a week. So he has four and a half days of personal time and he makes 10 times as much money because he shifted that first piece on the marketing board and he figured out what it is that his ideal customer actually wanted to buy what he was selling. Tom Padilla, he was in a, we do a, I do a bootcamp, which is like a day and a half of what we're doing today. And just a few years ago. And this, what I, what I'm telling you guys though, right now, this is what he really took to heart. And he went home and he sat down and he was determined to figure this out for his physical therapy practice. And so his website prior to that bootcamp could easily have been replaced with any other physical therapist name. His messaging was not about the patient. It was about his business. Now, his message is about what he does differently, why you should choose him. Right. Before it was full of blatant platitudes. So you things like you won't feel like a number. Right. We treat you like family. So if you look at your website, if you look at your marketing, if you say those things that everybody else could say and all we have to do is swap out the name, it is not unique and it is not different. So after figuring this out, this is his website today. He's very clear about who he is for and who he is now magnetically attracting. He's gone from grinding to get leads, doing a lot of everything and hoping something would work out to now generating that perfect patient who walks into the practice ready to work with them, where 90 to 95% of their patients are that perfect patient. They're the patients who are happy to pay his cash-based fees in an insurance-driven world. It's very hard to do if you don't shift your marketing. So what is your version of fresh hot pizza delivered in 30 minutes or less? What would your business look like if tomorrow one out of three possible transactions in your niche went to you instead of to your competitors? Well, that's what can happen when we have a unique selling proposition. And it should make you not only want to find yours, but to critically look at the ones you see. Look for clues because success really does leave clues, right? You can follow in their footsteps. Those guys that I mentioned and gals that I mentioned to you, they all followed in the footsteps of other people who have done this. And so you might not want to dominate your industry. You might not even want to dominate the globe, but it's We probably want to dominate our own business in our own town. And that starts with our unique selling proposition. That's our foundation, the solid foundation on which we can build our marketing messages. And if we don't have that, we're building on shifting sand. In comes a tide, in comes something like a business disruption, which the question is never if, it's always when the next one is going to happen and outwashes our business. OK, mistake number three, not creating marketing systems. Let's assume for the sake of our conversation that we've figured those two things out. We have a great message and in our sites we have who we are going to deliver that message to. Now we have to eliminate a whole bunch of people who we don't want to waste a penny on or time delivering those messages to. So here's the third issue. The third mistake that most people make And that is that how do we take this marketing message that you have now so lovingly crafted and birthed and delivered and deliver it over here to these prospects in a way that is effective, efficient, affordable, and preferably involves little to no manual labor and magnetically attract that perfect prospect to do business with us. And the answer is your marketing system, which means that you have a reliable, predictable, consistent system that affordably and efficiently provides an abundant quantity of quality prospects, customers, and clients. It means that if you figure this out, if you can get this working for you, then you want it working over and over and over again, reliably, predictably, and consistently. And the principle of attraction is, Okay. If you guys remember the secret from a few years ago, that was like so uberly popular, right? Was like, I'm going to sit under a tree and I'm just going to manifest this money to me. That's where it's usually presented as a metaphysical concept carried to kind of that extreme, right? If I just think about it, it's going to happen. But It does become legitimate when applied in a practical manner, such as a marketing strategy. So the idea is actually pretty simple. Almost all marketing and prospecting has been done as hunting. I'm going to go out. I'm going to grab that prospect, right? I'm going to hold on to them and I'm not going to let go until they say yes. Well, that kind of naturally produces this feeling of like I'm being preyed upon. So if you ever hear that whole like, it felt like a used car salesman, right? It just felt slimy and icky. That's because that's what it feels like to our prospect. It's so much better if we can sell in a low resistance environment in which the customer or client feels like they've discovered you, right? Like they're selecting you, like they're being chosen for this. And then they're coming to you rather than you appearing uninvited and pushing this, your proposition on them. He or she is finding you, okay? And he needs to choose you because when they ask to work with you, it changes everything. So the smart questions are not how do I get past the gatekeeper or how can I get more appointments or how can I get more prospects to walk into my store or onto my webinar, right? The worst question of all is how can I sell something to someone today? These are those caveman-like questions. How can I go find and kill the prey today so that my family can eat tonight? The smarter, more sophisticated question you want to be asking is how can I set up a system of attraction that brings in that steady stream of ideal potential customers or clients or patients to me, asking me for my advice, uh, Seeing me as a trusted authority or provider in their category of interest, or even better, those who are predetermined to be my customers if I accept them. This is a much more complex question. That you want to write down. That you want to think about. How do you design your business? So that's what is happening because it represents a major shift in your approach. If you can accomplish this for your business, it can radically alter your entire experience of doing business. It can eliminate commoditization and make most competition irrelevant. It can minimize your price or your fee resistance. It can facilitate price elasticity and higher profits. It can make your time infinitely more valuable and create a less stressful selling scenario for you and for your customers, which in the end leads to greater customer satisfaction and therefore more referrals. So those three systems that you want to build in your business, you want a magnetic attraction system. So a way by which we're going to attract them. So we went through those first two. Who are we going to attract? What message are we going to say to them and in what medias? Then you're going to want a conversion system. So now that you've attracted their attention, what is it that you are going to, how are you going to convert them? And that should be a system that happens day in and day out. And then the third system is your referral and retention system. And that is how are we going to get, once we've got our ideal customers, clients, or patients, how do we get them to retain, stay with us for life? And how do we get them to refer more people to us? And there's another secret that most people don't talk about. One that Dan talks about in many of his books. And that is that wealth comes from what you own, not from what you do. Okay. That's another one you should write down. Wealth comes from what you own, not from what you do. So if we're going to go through all the trouble to create marketing for your business, why wouldn't we want it to become a cash machine? See, when you build these magnetic systems for your business, you're really creating an asset that you own. You can duplicate and replicate yourself to ensure that every prospect, customer, or client then goes through the same process instead of leaving everything up to chance, instead Instead of hoping that someone will remember to do all the steps, we want them in a system. And so here's the magic question. How do you know when somebody is ready to buy? The answer is we don't. There isn't a telltale sign or magic ball that can predict exactly when somebody is ready to buy. Someone's going to win the lottery tonight and tomorrow they're going to have a whole bunch of money that they didn't have before. And they're going to be ready to spend it on things that they never thought about spending it on before. If you ask them today, the answer is no. If you ask them tomorrow, the answer might be yes. But how do you know they're going to win the lottery tonight? We don't. And so that's really the point. Maybe tomorrow their significant other proposes and all of a sudden planning a wedding is now their top priority. Yesterday, it was just a dream. They weren't ready to make those decisions. Today they are. So the point is we don't know. We can't predict. And because of that, our job is to build a list of those ideal prospects. Then stay in front of that list day in and day out until they all are ready to buy. Now we call that creating an ultimate marketing machine. And the blueprint we use for that looks like this. We We have an attraction system, okay, and all the different ways in which we're going to drive traffic. And this is not, by no means, is a comprehensive list. It's only meant to be a representative list. The goal of that attraction system is to convert a suspect, somebody who's looking around to a lead, somebody who raises their hand to express interest. And your attraction system then funnels into your conversion system, where the goal is to convert them from a lead to a customer or client. And the biggest mistake that people make is thinking or expecting that a lead should convert to a customer or client immediately. And the biggest mistake that they make is giving up too soon. So this blueprint has to just fit on one page. But in reality, we've got a whole bunch of things behind that so that this is a never ending system. Because what we don't want to have, most people are so focused on creating something new or looking for the next thing that's going to explode their business that they never sit down and look at everything that they're currently letting fall out of that bucket. So they spend so much time putting people into it, but those people are falling out so fast because of the holes. And that's why creating that system allows you to plug those holes so that every time you put more people into your bucket, they aren't just falling out. And that's what building an ultimate marketing machine for your business can do. Okay. So we don't have time today, but what you want to do is you want to map out your current funnel or process. Okay. So the way it looks today and then the way it can, and you want to ask yourself a couple quick questions, because in order to know where you're going to go and what to improve first, you have to look at your numbers. So you want to know the number of people who opt in, the number of people that you get on your list, the number of consults or sales conversations that you have, and then the number that become clients. Because then you can start to look at what am I going to add to that system? How am I going to build out more systems on top of this so that I can change those numbers? so that I can start to impact all of these different things by the things that I am doing, the marketing systems that I am creating. And in this, which I don't have time to go through in full detail, but in this example, we're going to have gone from 10 clients by adding these things that you see in red in, I went from 10 clients to 24 clients. by doing the things that we talked about today, by letting marketing do the heavy lifting, by discriminating early on. So I'm talking only to my ideal customer, client, or patient. I let marketing do the heavy lifting so that the sales become easier and easier. Now, how many of you guys feel like this? Either the light bulb has gone off, right? And you're going, why did I not know this sooner? Or you're thinking, oh, I'm so gobsmacked and maybe a little mad that I didn't know about this sooner. And even if I had twice as much time, 20 times as much time, there's still a problem with everything that we do here this afternoon. And I'd like to solve that in the next, I'm gonna go over by just a few minutes in the next like five minutes here. And that is that if you've ever said to yourself, maybe there's a better way to do this. Maybe these ideas that I've heard here today make sense to me. And maybe there is something here that I can use to get more customers or clients, to get better customers or clients, or to make that process easier, to get more bang for your buck when you spend money on marketing, to be able to get more customers or clients and generate more leads. And so if you've said maybe in the last hour, okay, I've got one more big problem for you. And that is that what we have over here is new ideas, new information, and new intentions. Over here, we have implementation. And in between, you have this big gaping canyon, big gaps between ideas and information and implementing them in your business. And some of you guys might be thinking, I've got it. But psychologists would tell us we don't. See, 48 hours from now, you guys will have forgotten half of what I said. 16 days from now, you won't even remember being here, let alone what we talked about. And this works a lot like, see, I don't know if you guys grew up in a house like mine where your mom would always said like, in one ear, out the other. Well, it turns out she was actually right. And unless we interrupt that process. Now, some of you guys took good notes. Some of you may even have taken pictures of the slides. But Let's be real. You have a place where all your notes and pictures go that we never go back to. And notes and pictures are not that bridge between information, ideas, and intentions and implementation. In my 20 years of doing this, I know that nothing happens if you don't have the tools to do it with. So what I want to do is spend a few minutes, our last minutes together, walking you through some tools that you can learn, that you can use to start to put this in play and implement this for your business. And I've got a really cool gift, as Dan said at the beginning, I've got a really cool gift that I put together for you guys that I think are going to help you guys do that. So what I've put together for you and what you have is what Russell Brunson has described as the marketing Bible. The one book that anybody serious about marketing needs to have, and that is the No BS Guide to Direct Marketing for Non-Direct Marketing Businesses. Because if you're serious about marketing, if you're an entrepreneur or small business owner, this is the one book that you must read. And I want to give you guys a copy for free. But let me tell you about what happened when we first launched this book. It was Tuesday, May 21st. So it was like 10 months ago. The book had just released on Amazon. And that morning, we gathered 21 of the top marketers from around the country to Boise, Idaho for a four-hour launch party. They were each sharing their biggest and best marketing strategies for free. The attendees were loving this. They were feverishly writing down their notes, all heading over to Amazon to invest in their own copy of the book when we started to get messages like this. Amazon had removed the buy now button. We had sold through their supply and went so far in the hole that they didn't even want to accept any more purchases. So they took down that buy button, leaving our people scrambling to get their hands on a copy. And so we had sold out Amazon. And in a few more minutes, we'd sold out Barnes and Nobles. And I knew the book was going to be popular, but I hadn't even anticipated that we would sell out everywhere on that first day. And so I want to give you guys a copy. We now... have gotten a whole bunch of copies. This never happens again. I want to give you guys a copy of this book because it is... It is probably not enough for you just to see what we are talking about today, but I want you guys to be able to put this in action and you can do that using this book. But I also want to give you $6,193 worth of free resources to help you implement this book, Direct Marketing, and everything that we talked about today into your business. So let me share with you guys what I'm talking about. So the first thing I want you to have, because while we wait for this book, I know a lot of you guys are already excited. I'm seeing some things in the comments, right? That you're already excited. And I don't want you to have to wait for the book to arrive in the mail for you guys. And so what I did is I put together a No BS Direct Marketing Toolkit, which you will have instant access to. Inside that toolkit, there is going to be a two-part video training series from Dan on why advertising fails and what you need to do to ensure yours doesn't. And so this is going to be the place for you to get started. Then I asked myself, though, what has helped our members implement these new ideas the fastest? And the answer was seeing how other business owners, real business owners out there in the wild, apply these principles to their business. So like Ben Glass that I shared, like Tom Padilla, Andrew Hibbard, Nick Nanton. And so what we did, what I did is I found another training for you called How Marty Fort Used Dan's Principles to Create and Grow Seven Businesses and how you can do the same. So he's going to walk you through exactly what he did in his business. He's going to show you the marketing pieces. He's going to show you how he put them all together so that you can follow along example after example and model that for your business. And you might be thinking or saying, but Darce, everything you've been talking about is heavy offline and I'm an online business. Okay. Don't worry. I've got you covered. I recorded a masterclass, which we titled How to Successfully Use Smart Online Direct Marketing. So it's going to take all the ideas in this book, and it is going to be how you do them in online marketing. So if you like what we went through here today, you got a whole nother hour of it specifically for your online marketing. And then for those that want the shortcuts, the cheat sheets, I went ahead and put those together for you. So I've got a direct marketing quick start guide and the direct marketing toolkit checklist. These are all in what we are calling the direct marketing toolkit. We normally sell this for $1,978. I want to give you instant access to this absolutely free. The second thing I want to give you is on that day when the book launched, when Amazon shut down that buy now button, we were hosting a live cast with 21 elite marketers who were sharing just one marketing strategy that produced the biggest bang for their buck. These 21 marketers included Russell Brunson, Stu McLaren, Rich Sheffrin, Brian Kurtz, Justin Guarini from American Idol. I was on there. Marty Fort was on there. Dan Henry, James Malinchuk, who was on The Secret Millionaire. This was a rapid fire training where each presenter went straight into what they did and how they did it in 10 minutes or less so that you can implement that in your business. So when you invest in the No BS Direct Marketing book that I want to send you for free, you'll get instant access to that training as well. Plus, We put together 568 pages of swipe files that they shared during this training. They gave away their best resources to all those attendees to help them market their business. We compiled that all, and I want to include it for you here today. OK, so everything that you are going to get, you're going to get the Adobe S direct marketing book, which sells for twenty four dollars and not just the digital version. We're going to mail it to you, the physical book so you can take notes. I don't know if you can see mine. It's got little flags everywhere. Right. We're going to mail that to you so you can take notes, mark it up, highlight it, the idea, use the ideas for your business. You're going to get access to the No BS Direct Marketing Toolkit, a $2,172 value. You're going to have access to the 21 Elite Marketers, what they shared, that video training. That's a $997 value. And then the Legends of Direct Marketing, their swipe files, which was a $3,000 value. All of that total $6,193. And all that we ask is you help us out with the shipping. It's $9.99 in the US. There's a separate shipping for internationally if you are international. To get this special package that we've put together, you do need to go to the directmarketingbook.com forward slash go or Either one of the QR codes that you are seeing on your screen will take you there as well. You can get the book on Amazon or any bookstore, but you will miss out on the free resources that I have included here for you today. So everything that you get is at the direct marketing book dot com forward slash go. You may need to put that W.W.W. in front of it. Grab your copy plus all the free gifts. We'll give you instant access once you've gone through that. You'll get an email with where you can go start going through those trainings this afternoon or tonight or the middle of the night. Whenever you would like to go through those, you have access to them. We will pack up and ship out your copy of the book for you here today. And I want to thank you guys. I know we had some technical issues. The videos, they will post... with this video for you guys as well, but I can't thank you for joining. Thank you for staying on a few minutes. I can't wait to see how your business can change when you put, when you change that first piece on the marketing game board. Uh, can't wait to meet you. Um, thank you very much.