Steal this Simple Dan Kennedy Technique and Your Clients Will Think You’re a Marketing Genius
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Steal this Simple Dan Kennedy Technique
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Steal this Simple Dan Kennedy Technique
and Your Clients Will Think You’re a
Marketing Genius
By John Wood
We’ve all had them.
Those “eureka moments” when you’re sitting at a conference or watching a training video and you hear
something that makes you say to yourself …
“This makes a lot of sense. This is something I can use to make myself a smarter marketer.”
I had a eureka moment myself recently …
It was the morning of Friday November 6th during million-dollar-copywriter Dan Kennedy’s presentation
at AWAI’s 2009 Bootcamp.
I knew instantly what I was hearing was marketing gold. Not only that, it’s a technique you can use to
market virtually any product or any service. Plus, it’s incredibly easy to do.
Today I’d like to share it with you so you too can benefit from this simple technique too. The core idea
behind it is this: reinforce in your prospect’s mind that what you’re offering is a good fit for them. The
goal? Make it impossible for them to think, “Ok, I get it. This thing is terrific … but is it for me?”
You eliminate this doubt by asking them a question along the lines of “Who really loves PRODUCT
NAME?”
As an example of this technique, Dan used something he wrote to promote the Miracle Ear hearing aid.
He showed us a small booklet that had the question “Who relies on Miracle Ear?” on the cover. When
you flip through it you see a different group of people (active seniors, bus drivers, people who use the
phone a lot, and so on) described on each page.
Next, Dan showed us a similar booklet for a pest control company. It was put together by someone
who copied his formula. The question on the cover was “Who relies on RJG Environmental?” On the
pages that follow it talks about the different groups of people who could benefit from RJG pet control
services such as parents who were worried about bugs in their kid’s rooms, homeowners who hate the
idea of bugs and small animals soiling their home, landlords, grandparents, pet lovers, people who take
their health seriously, etc.
The prospect leafs through the booklet looking to see if they’re mentioned. When they see themselves
— it confirms that they should indeed purchase the product or service.
It’s very easy to write this kind of copy. You simply ask your client for a breakdown of their typical
customer groups and then you add a marketing twist to it.
Loving Dan’s concept, I decided to give it a try. My topic? The Wealthy Web Writer’s 2010 Web
Copywriting Intensive coming up in Las Vegas, Nevada in 2010. Here goes …
Who needs to attend AWAI’s Web Copywriting Intensive?
1. Someone stuck in a 9-to-5 job they hate – The days seem to last forever when you’re stuck in
a job you don’t like. Counting down the hours and minutes till you can go home at night is no
way to live. Writing web copy on a freelance basis offers a way out. As a web writer you set your
own hours and make as much money as you want – not how much some boss tells you you’re
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Steal this Simple Dan Kennedy Technique and Your Clients Will Think You’re a Marketing Genius
worth.
14/04/2011 23:39
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2. Online marketers who are looking to increase the ROI from their efforts – Successful online
marketers are continually on the lookout for new, more profitable ways to market their products
and services and increase their ROI (return on investment). At the Web Copywriting Intensive,
you’ll learn from six web experts; each one sharing their secrets on everything from how to write
email and autoresponder copy to how to put together an effective pay-per-click campaign to how
to write web content that ranks high with the major search engines. By the time you leave
AWAI’s Web Copywriting Intensive, you’ll have an entire arsenal of money-making strategies and
techniques you can immediately apply to your online business.
3. Copywriters who aren’t satisfied with being just a hired hand – As a copywriter, it’s
important that your client doesn’t see you as being “just another order taker”. It’s up to you to
establish yourself as one of their indispensible business partners. And here’s the thing. Many
businesses don’t have an email/autoresponder copy strategy; running a pay-per-click campaign
intimidates them; they’re unfamiliar with what SEO techniques can do for their business and on
and on. After attending AWAI’s Web Copywriting Intensive, you’ll be able to map out step-by-step
online strategy for your client’s business. They’ll no longer see you as someone who writes copy
for them, but a very important strategic partner. And they’ll reward your with a flood of highpaying assignments.
4. Small business owners looking to increase their web presence and generate a more
steady income stream – As small business owner who’s been successful marketing your
business offline, it’s only natural to want to conquer the largest marketplace of them all, the
Internet. But marketing a business offline is very different from marketing a business online. You
need to understand how an offline prospect differs from an online prospect and how to adapt your
marketing message as a result of those differences. Plus, if you don’t have a comprehensive
strategy that includes building an email list, email marketing, autoresponder copy, landing pages
etc. you really are leaving money on the table. Attend AWAI’s 2010 Web Copywriting Intensive
and you’ll leave with know-how you need to turn the online side of your business into a welloiled, profit-making machine.
5. People nearing or at retirement age who are looking for a fun and easy way to boost their
income – Everyone wants to live their retirement years in style. To go on the best cruises, visit
the places in the world you’ve always dreamed of visiting and in general do the things you love to
do without being handcuffed by financial restrictions. Learning how to write web copy is an ideal
way of ensuring you’ll have a happy and fun retirement. It’s something you can do on a full-time
or part-time basis. Plus the pay is a great. It’s not unusual for an experienced web copywriter to
make $1,500 for writing one landing page which usually takes no more than a couple of days to
complete. Another compelling reason though is the example you’ll set. You’ll show your
grandchildren that if you put your mind to something and your “nose to the grindstone,” good
things will happen.
6. Someone who is employed in a marketing capacity and wants to become their company’s
superstar and guarantee job security –If you want your employer to give you more
responsibility (and more money), it’s important for you to demonstrate that you’re committed to
helping them be more successful. And what better way than by helping them mold a more
profitable online presence? Attend next year’s Web Copywriting Intensive and you’ll be able to
transform any business from one that constantly seems to be in “layoff mode” into one that’s
always hiring. And your employer will love you for it.
Do you see how you could use this marketing technique to help promote your business … or your
client’s or employer’s?
It’s an easy way to bring in some extra income. And, although the two examples Dan gave us were in
booklet form, it can also be effective in other formats such as a page on your client’s website or a
section in a sales promo.
Try it out today!
[Ed note: If you identify with one of the six types of people who should attend the Web Copywriting
Intensive, take a minute to learn all about the event by reading a letter from Rebecca Matter, the
Managing Editor of AWAI’s popular Wealthy Web Writer. Rebecca is so confident that you’ll be able to take
what you learn and start writing at a professional level after this year’s event, she’s offering everyone who
attends a paid assignment.
Read Rebecca’s letter here.]
http://www.awaionline.com/2009/11/steal-this-simple-dan-kennedy-technique/
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Published: November 30, 2009
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More by John Wood
1 Response to “Steal this Simple Dan Kennedy Technique and Your
Clients Will Think You’re a Marketing Genius”
Great article, John! (and a great sales letter for the Web Copy Intensive to boot.)
You're right, this can easily be applied to a lot of clients' situations.
Keep up the good writing.
Steve Roller – November 30, 2009 at 9:47 pm
Obi, Leave a Reply
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