Dan Kennedy – Never Out of Work

What will you learn in Never Out of Work?

CONTROL. From the minute people arrive at your Personal Media Platform, you need to exert firm control over where and how they move about, what they must give you for pass-keys to different doorways to different content, the ways in which they move forward – ultimately to whatever you decide is your First, Next Step for the client ready to engage you. That might be completing a questionnaire in advance of a diagnostic call. It might be a call. It might be a paid consultation.

The idea is to have hallways with confining walls and doors, not wide open spaces in which visitors can roam free. One of the smartest things I’ve heard recently about online media; specifically web sites came from Guthy-Renker’s Chief Marketing Officer, who said: “The three things you need for web site design are a legal pad, a pencil and a knowledge of how to sell.”

CONSTANCY. Engineered into your Media Platform will be constant and frequent follow-up with appropriate Content to the possible and potential clients identifying themselves but not immediately moving forward. Much of this gets automated, thus fail-safe and automatic, but some is also personal, involving some direct, individual outreach on your part. One of the many personal things I’ll reveal in The Feeder System is the non-public, individual follow-up I do with potential clients as well as clients who should be coming back for more.

I’ll take you inside my Private Client Program, the only ways I use Copy Critiques, and the ways I stimulate business without ever overtly asking for it. You’ll even see redacted correspondence and other documents that show you exact wording I use in this kind of communication.

COMMUNITY. There are cautions, but, here, just conceptually, it can be extremely useful to create a sense of community, society or membership, membership levels and membership language. While not essential, a true ULTIMATE Feeder System has this, full-bore. You will see exactly how this is done.

CURRENCY. One of the most exciting by-products of having your own Media Platform is your ability to use it in barter with other influencers who have populations of possible clients for you organized, for access to that population and/or use of their media platforms. It’s an analogy, not a direct copywriter example, but I was just hired to speak at an event in London, England, at a princely fee and with royal opportunities for sales of resources from the platform and for client whale-hunting.

I got it and the compensation I demanded because I’m a good speaker, have some ‘star power’ in the entrepreneur marketplace in the U.K., but also because the company hiring me wanted access to the GKIC member and customer lists in the U.K. and to my centers of influence in the U.K. My media platform was undoubtedly the deal-maker here.