My Note Taking Nerd Report

Giving You The Edge!

What My Note Taking Nerd Learned At

Dan kennedys Info Summit and Rich
Coach Day

2009 Info Summit

More Meat per Minute
Dan Kennedy Opening:
Recent Business Change:
1) Change in Product Records > Tapes > CDs, etc.
2) Change in Media Newspapers > DM (Digital Media?) > Radio > Television
3) Change in Markets:
Why arent more info-marketers marketing to affluent segment?
General Rule:

You will reach about 20% into a niche before it becomes economically unfeasible
to reach them.
How can I go from General to Niche?
Jerry Jones & Ben Altadonna: They both took their niche and added R.E. Investing for
Real Estate Investing for _______
Change from: Information to Done for them Biz.
(Another way to?) Complete Cloning: Coaching

All change in Info marketing is either Evolutionary OR Revolutionary!!

How do I find the path to change in my business?
Bill:
1. You need to look for 3 BIG THINGS to take back to my business!
2. Hunting for speed!! > Speed Pass.
What is Working Panel?

Rory Fatt:
- Whats working now > Restaurant marketing Systems.
- Done for you Newsletters
What Done-For-You Service Can you do for your clients?
James Malinchek:
- Always try and stay focused on 3 core concepts:
1. Mindset.
2. Skillset.
3. Get off your Assets.

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Got it, Got it, Good
Mindset
Why are you in business? To profit from your business!!!
1) ASF Always Serve First - Before trying to sell, etc.
2) ABM Always Be Marketing.
3) GSDF Get Shit Done Fast.
4) Always design everything into your life (Not your business)
5) Dont fill your ego - Fill your bank account.
6) Only results matter Dont be an I gotta person OR Gotta do this...
7) Get help! You wont grow without others. i.e. Masterminds, etc.
Investing in your future success (Hiring a C.O.O)
8) Dont work with anyone who irritates you.
Skillset
Change your boot camp to an experience.
Movement
You always accomplish more from movement than from meditation.

James has great Skillset/Mindset, etc.

Mari Smith Social Media Lady
- Quality of Network Matters
- Consistency
- You have to care!! Passion, Caring, Value!
Dan Kennedy:
Build your business on the most solid of foundations
Our business has always been about moving people from free to paying something!
8 Unassailable Truths:
Truth 1 Its about the customers, stupid. The thing we need to work on MOST is to
have a DEEP understanding of our customers that we choose to sell to!!
Truth 2 Its a TINY % of the population in general, and of any specific population.
Stats:
4% - Do really really well.
17% - Do well.
15% - Do OK
60% - Overall majority struggle/dependent

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20% - Dead Broke Beg to end

You cant win catering to the majority!!!

The bottom of your pyramid can cater to a large amount of people but thats not who you
want!
Joel Wheldon:
When you get in the guys office, look around, if the office is piled high with cassettes,
self help, etc. Stay as long as you can! If not, drop a catalogue and leave!!
Regardless of what someone says of you: you can always choose to take it as a
compliment!
We are all in the psychological manipulation business To be used for good/ Deliver
ethical value. (thelifetimeofleisure.com)
Let winners identify themselves to you via the ascension process!!
Truth 3 People want the usual: Secrets; New; First.
*It is not enough to have good valuable information*
- Mastermind (Me) Find a way to work on What Works First, not always the new
thing.
Use my toolbox!!!
Truth 4 People like stories NOT things!
Rich Dad, Poor Dad Its about the Canard!
TAGR The Blackie Story Secret bestowed upon someone from a dying legend
Truth 5 Money at a discount is the most obvious reason people come to your
business, but NOT ALWAYS THE reason people come:
Respect, Self-Respect, Justice, Security, Certainty, Independence, Power, Active
expression of Rage/Revenge.
Truth 6 Wealth is in the Lists, NOT in the stuff AND the Relationships with the Lists!
Read/Buy these guys stuff!! Giants of their time:
- J. Douglas Edwards
- Red Motley
- Frank Bettger
- Robert Conklin
- Ben Sweetland
Truth 7 You will Peak & Decline. Be popular & Be out of fashion.

You MUST create sustainable Assets within your business & Take Assets/Income, etc.
OUT of your business to invest for your security!!
SUSTAINABLE ADVANTAGE!!!
Truth 8: Change in Methods is a Constant Imperative!!
Discarding poorly performing activities in favour of fresh opportunities is VITAL!
NEVER seek to maintain to be in the same business! Always continue to change!
Lloyd Irvin Session:
Who am I really? A person who loves to take ACTION!
Basic Keys to Success
MJ Handful of Key Principles
TAGR:
- Take Fast Action
- Specialized Knowledge
- Mentor
- Mastermind Principle
List of Goals 5 Year Plan
- A Few 3% Traits
- Immune to Criticism
- Take Fast Action
- Know what they want/Assemble teams to help accomplish
- Are turned off by other 97%
- Pick themself back up quickly
- Not afraid to fail
- Gail Specialized Knowledge
Cut The Rope If You Have To!!
Listen to The Go To Guy Cassette *John Carlton & Gary Halbert
The Android Philosophy Be an Info-Marketer Success Story.
Know the System Ken McCarthy Traffic + Conversion = Ca$h.
Most Important Lesson:
If you have something you need to do, you either do it or you have someone else do it or
else youre a loser!! Lloyd Irvin.
Winning VS Losing.

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YES or NO?
Do you have over 6 months of Auto-Responders loaded?
elance.com + odesk.com
intellicontact.com
Write 7 today + At least 1/Week
The Android Philosophy = Strong Mastermind Action!!
Use a Time-Line Launch Date
Launch before you are ready!
Rinse + Repeat Forever...
George Foreman Speech
Success is a strange thing, it can make you arrogant OR it can make you hungry for
more, Im hungry for more George Foreman.
Youre beat when you dont do your best George Foreman.
Keep that vision in your mind about why you want to/are changing your life.
Learn to sell and you will never starve. Mary Kay (George Foremans Mentor)
3 Things to Teach People:
1) Get Up Early
2) Listen + Take Advice
3) Strive to be the nicest human being theyve ever met!
James Malinchak:
The only credential you NEED is a MBA A Massive Bank Account!
Its about working right.
Im enriching peoples lives by conveying my message.
Your Message
1) Tell your story *No audience will hear you until they know you.*
From where you were, to where you are and what got you there, show audience youre
just like them.
The Business
Fee Paid Speaking/ Your Own Events/ Coaching, etc.

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The Bridge
The Right Mentor Grief Consulting $5K + 10K - Switch timeframe.
Pass out the Invitations i.e. Order Forms.
Close
Who wants free gift Good Go with me to back of the room Follow me to back of the
room. Bring your order form!
Chris Cardell:
The 3 Key Matrix
Step 1: Pay Per Click Advertising Very Underappreciated
1) $203B Advertising/ Instantly Measure
2) Its all about Niches
3) Predictability
1A) 3 PPC Nuggets: - Beginners
1) Seperate Keywords, Ads + Landing Pages
2) Google is not an Auction The power of CTR - Click Through Rate
3) Keyword in heading of Ad Have keyword in heading
1B) 3 PPC Nuggets for Adwords Users:
1) URL can DOUBLE CTR
2) Capitalization will shock you (Better Rates)
3) The Ad + Landing page in Lead generally has huge impact on buyers. (Regardless of
Sign Up conversion rate.)
Step 2: Reverse Psychology Email (RPE)

Highest Purpose Bring Value

Power of Email
Dont let your customer buy from you! (For a while)
Our Control: 11 Weeks Without Selling
How can I bring value without trying to sell to people?
Step 3: Live Experience/Event

$200K Day
How do you give end users direct experience/
Event with you??
Teleseminars, Webinars, TEST, Live Event
Live Event Key Strategy at Event Get Permission to Sell

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Forcefully sell with permission to your clients
Give Value
Create Real Scarcity How can I create scarcity w/ my docs? R.E. Events
Groups/Investing.
Step 4: Duplicate with Others
Advanced thinking for Entrepreneurial Wealth [5 Keys]
1) State of Mind
2) Action + Implementation
3) Resolve The swimming pool analogy
4) Immunity to Criticism
5) Mastery VS Dabbling
Mike Koenigs:
Make Overwhelmed (the feeling) Your friend!!
A system consistently delivers predictable results
Average duration of video watched: 2.5 3.5 Minutes.
The Key in Social Media for Me:
What im doing in R.E. Branch Out, Share, Bring Value (vic?)
Social Media to build herd/list.
10x10x4 Answer Questions
Kodak Zi8 Equip.
Make a series of short 1-3 min Videos.
10 FAQS: End repetitive selling Get targeted traffic.
10 SAQs (Should Ask Questions)
Credibility + Trust.
Differentiation.
Desire.
Decrease OR Eliminate Selling.
Google Loves: 1 Question, 1 Answer than Offer!
Research Traffic Geyser!
Frank Kern
1) To gain clarity of the situation.
Unstoppable Momentum comes from determining the price + be willing to pay it.
The Really Really Big Secret.
Cycle: A to B to V then back to A... V > ($ squared)

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By November 6th, 2010, I will create the life of my dreams by doing the following:
1) I will serve the _______ (market).
2) I will sell them _______ for _______ price.
3) I will sell no less than _______ amount/day.
Know Primary Drivers!! Freedom, Lifestyle (Emotions, etc.)
Have to have:
1) Right Action
2) Right Mindset
Right Action is doing the right thing 100% of the time. Your stuff has to be of that level
of value to bring to your customers. Dying Child Example.
Right Mindset
1) Be thankful Our clients are 100% responsible for our dream lifestyle because they
buy our shit.
2) Help People Right Mind 75% helpful stuff to 25% pitch.
Genuine Core Unshakeable belief that you will do anything you 100% put your mind to!!
Self Repeating Cycle
Right Action > Positive Expectency > V.B.W (Very Best Work) > Results >
Encouragement.
What you get to do VS What you have to do
[Claude Hopkins > Buy Everything!]
Attract customers who can benefit the most!
There are 2 parts to your market:
1) Bad Assets
2) Everyone Else
Serving the low end of the market is a really dangerous thing!!
Make your Bob - Your Ideal Client Avatar
Write qualities of ideal customers? What qualities are a must? What magical ability?
What would disqualify them?
You have to outcool your competition!! Provide dramatically more value than
everyone else + turn all your clients into stark raving fans!!
Results in Advance Strategy Determine results they want in advance, give it to them +
they are pulled toward you.

Be the baddest Mother Fucker by bringing the most value possible.

Sonia Simone: Blogging; senior editor of Copy Blogger.
Harsh Realities
1) No one is reading your blog > So bring enough value to share
Goal = Viral Content (Pass along)
When it comes to giving away free content think of it in the context of the Bikini.
Even though a bikini reveals 95% of a girls body and doesnt leave much to the
imagination, theres always a certain segment who will pay to see the 5%.
2) Youve got to give your best stuff away
3) Its overwhelming * Bikini Tactic > Always pay for 5%
4) Social Media hates selling Promote great free content + let that do the selling for
you. Social Media NEEDS a phenomenal headline > Thats what sells.
5) What they say matters 1,000,000 times more than what you say!
6) A blog is not a marketing plan Blend all tools together.
7) You dont get to opt out.

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Bill Glazer/Dan Kennedy: Rich Coach Day

Coaching is one of the two/three most important parts of any info-biz as all businesses
evolve into.
What It Is:
- Means of training/teaching
- Creates Motivational Environment
- Facilitates Peer Support
- Different Way of Providing Consulting
- Support (Products/Services)
- Creation of Fraternity
- Facilitates Strategic Alliances
- Typically a Hybrid of All Above
How Its Used:
- Business by itself
- Extensions of Product/Services
- Top of Biz Pyramid
- Key Source of Income
- Often used to more aggressively fund customer acquisition.
1) Small Group Masterminds (Origins):
Jesus, Leadership Councils (Andrew Carnegie), Mafia (Head of Family), Nefarious
Industry Groups (Firestone, Ford, Edison, e.g. Chicago Big Six)
Both Practical (Business Alliances)
Metaphysical Aspects: Combined Mind
Virtues: Can be fed from small herd, high fees, low attrition
Drawbacks: Familiarity breeds trouble, requires high level skill, broad and deep
knowledge, small, so vulnerable to theft, collapse.
Laws of Success, p.g. 55, Section on Mastermind
2) Large Group Masterminds (Blueprint): Perversion of mastermind bred with
workshops:
Origins:
Seminar/Workshops > Need to go from event to continuity income.
- Began in Self-Help Industry
- Common component in Practice Management Programs
- Evolved in most info-bizs backwards: Small groups first, then demand/opportunity
for another level. (Many info bizs have both small/large).
Examples:

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One of largest/Most sustainable
Dan Sullivan: Strategic Coach
GKIC > Peak Performances
Virtues:
- Unlimited Size
- Easy to structure open enrolment
- Able to offer at a more modest fee
- Participants > More exposure to more people
Drawbacks:
- Poorer retention/Greater Attrition
- Requires greater quantity of candidates
- More prep work for facilitator(s)
- Less benefit for operator (Usually not peers)
3) Coaching-Plus Format:
Mastermind Group and/or Coaching Prime Emphasis/Combined with added Value(s)
(ALT: Emphasis on Other Value)
Added Value May Include:
- Licensed use of Exclusive Proprietary Materials, Tools, etc.
- Exclusive Access to Member Benefits
- Done For Them Services
- Exclusive Opportunities
- Proprietary Products for Re-Sale
Origins:
- Largely an invention of Planet Dan Info-Marketers No Prior Evolutionary History.
- Evolution: Cafeteria to Bundled
- Needed for Easier OR Forced Implementation
4) Area Exclusive OR Other Types of Exclusive (& Franchises):
- Typically an Overlay to Another Format
Examples of Exclusivity:
- Geographic/Territorial
- Media Territory
- Per Industry/Type of Biz
Origins:
- I created this for Info-Marketers

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- Response to Ever-Increasing Demand for Done-For-Them... way to be better paid for
assuming the responsibility.
- Way to derive sufficient Income from small niche and/or highly specialized/sub-niche
program.
- Parts borrowed with franchise unraveled
- Parts borrowed from direct-sales industry.
Examples:
- Direct Sales Types: Gravette, Killingbeck, Synder
- Franchise: Health Source
- Non-Franchise: Tubbergen; Dr. Magac
Virtues:
- Adds enormous (perceived) value made from thin air (Supports premium pricing.)
- Enables buying of speed with high CPS.
- Provides powerful leverage for selling.
Drawbacks:
- Limitations > Business grown to certain size then sustained there.
- Attrition is cumbersome + costly to deal with.
- *Requires real commitment, infrastructure, and support (this gets screwed up more
than any model.)*
5) Distance Only Coaching:
- Tele-Coaching
- Online Coaching
- Tele-Classes/Webinars = Group Delivery
- Controlled Delivery Online Courses = Paced Delivery
- Conference Calls = Group Participation
- One on One Calls = True Coaching
- Online Peer Forums = Support
Origins:
- Single Tele-Seminars
6) Private One to One Coaching:
- Life Coach
- Executive Coach
- Entrepreneur Coach
- Structured Vs Un-Structured
- Curriculum Open Topic
- Accountability: None, Some, Full
- Origins:
- Unlicensed Therapy
- Sports Analogy > Sports Psychologists
- Consulting Business
Examples:

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- In any Info-Bizs, this is top of pyramid OR within hybrid

- Replaced my Platinum Group
- Now Sans Meetings
- Lee Milteer > Private Coaching Clients
- Attacking Anxiety/Lucinda Bassett Biz
7) Short-Term To Outcome Coaching:
Framed in a Pre-Set number of weeks OR months, and then done.
Origins:
- Common Type of Consulting in Corp. Environments
- Dale Carnegie > Originality To first complete speech/deal
- R.E. Investment Training Industry
Examples:
-

CDs
Fitness trainers

Virtues:
- Sale assisted by very specific outcome promise
- Successful Case History Documented
Drawbacks:
- Responsibility without Control
- Different people progress at different paces
- Can have Inordinately High Refund Rate
8) Single-Skill Specific Coaching:
Origins:
- Sales Training Industry > ONLY Prospecting, Closing, etc.
- Common in Non-Business
9) Hybrids/Tiered Programs:
Origins:
- Tiered, Derived from Religious Orders
Examples:
- Most Info-Businesses are Structured this way
Coaching:
- Appoint Yourself

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- The One-Eyed Man is King
- Their search for Stern but Loving Parent
Rich Coaches:
- Know value is different for different people.
- R.C. Know people, Buy for MANY different reasons.
- R.C will also create an environment that accommodates as many as possible.
- If you permit a Democracy, you will wind up with Anarchy.
- Rich Coaches, who stay rich, have integrity.
- Make your choices carefully! This is a big opportunity.
- R.C. are not immune to having their own coaches, they continue to have their own
coaches.
James Tips:
1) Dont tell them, Let them feel it!
Ask yourself: Whats the fastest way to the cash?
More Important Questions to ask in you biz.
Should have essay questions on your app: Why should we allow you into our coaching
group?
2) Make it fun!
The most important thing people want from you is YOU!!!
3) Be Unique!!
What can you do to make your coaching experience different than any other coaching
group theyve been a part of?
Did small series of videos in his house, giving tips on coaching + got a better response
than anything else!
*Invest in Memories!! (bigmoneycoachingexperience.com)
*16 Page Newsletter > Front page + Back page about James.(Section: 5 Things You R?)
- Recognition > Pics of members in newsletters.
- Exclusivity > Not everyone accepted.
- Community > Family atmosphere.
- Contribution > If people want to write articles for the newsletter.
- Real application process.
Dr. Tom Orent Coaching Model:
Continuing Education Resources Is what he gives away not sells!

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The one type of person you should never invite to speak at your event > another person
who is the same business youre in selling what youre selling.
- Bill suggested Roadmap to Success.
- Pre-Event Mailing, Limited Numbers Available.
- Questions + Data requested prompted + told tom
- Psychological triggers + Hot Buttons to get sold on.
- All guys have reserved seating for VIP 1/3 (front) + embroidered GG12 Jackets.
- All former GG12 Members were invited Alumni
- Legal Seafood Dinner + Assigned Seating > Strategy!!
- Dr Tom spoke more this year.
- Awards ceremony with all GG12 Members.
- EMOTION SELLS!!!
- Social Proof
- If not an IMA Member, need to be in IMA.
- Add coaching to your mix.
- Do NOT underestimate your value.
Bills Notes:
- Food is huge.
- Outbound Tele-Marketing.
- Constantly Tweak/Adjust.
Michael Cage:
- First they care because of what you say, and then they care because you said it.
(Michael Cage).
- Whats the one thing thats driving people insane? That no one is addressing in any
single way?
-

Far too many people think far too small!! (Michael Cage).

Step 1: When you have a single skill you want to sell: You start with a profound conflict,
problem, and solution.
Step 2: Outline All Solutions > Heres what youve tried + why they havent worked.
Step 3: How to find out the answer to your question > Take complex question + make it
simple.
The End.

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