Dan S. Kennedy > Quotes

“I am told by people all the time that they simply do not have time to read and listen to all the material they have purchased or subscribed to. But time is democratic and just. Everyone has the same amount. When I choose to read with my mid morning coffee break and you choose to blather about trivia with friends, when I choose to study for an hour sitting on my backyard deck at day's end but you choose to watch a TIVO'd American Idol episode, we reveal much. When someone says he does not have the time to apply himself to acquiring the know-how required to create sufficient value for his stated desires, he is a farmer surrounded by ripe fruit and vegetables, whole grains, and a herd of cattle on his own property who dies of starvation, unable to organize his time and discipline himself to eat.”
― Dan S. Kennedy

“Always enter the conversation already occurring in the customer's mind.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“Do not arrive as an interruption or disruption, attempting to divert your reader's attention from the object it is focused on, fighting to interest him in something different from what he is already, at this moment, interested in. Instead, align yourself with the subjects already possessing his attention, the matters already garnering his interest, the self-talk conversation already occurring in his mind, and the conversations he is already having around the water-cooler at work or at the kitchen table at home with peers, friends, and family.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“Obviously, everybody prefers working with experts. This is especially true as you climb the affluence ladder; the more affluent the customer, the more determined he is to find and conduct business with the most knowledgeable, respected, and celebrated expert, and the more willing he is to travel further away from home, wait longer, do business on your terms, and pay premium fees or prices. But really, everybody prefers dealing with an expert if and when they can.”
― Dan S. Kennedy, No B.S. Wealth Attraction In The New Economy

“I know the mind, like the parachute, is most valuable open.”
― Dan S. Kennedy, The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand!

“One year, on vacation in Hawaii, I was relaxing at a beach, watching whales in the distance, when a fisherman, obviously a local, drove up in his pick-up truck. He got out with a dozen fishing rods. Not one. A dozen. He baited each hook, cast all the lines into the ocean, and set the rods in the sand. Intrigued, I wandered over and asked him for an explanation. “It’s simple,” he said. “I love fish but I hate fishin’. I like eatin’, not catchn’. So I cast out 12 lines. By sunset, some of them will have caught a fish. Never all of ’em. So if I only cast one or two I might go hungry. But 12 is enough so some always catch. Usually there’s enough for me and extras to sell to local restaurants. This way, I live the life I want.” The simple fellow had unwittingly put his finger on a powerful secret. The flaw in most businesses, that keeps them always in desperate need—which suppresses prices—is: too few lines cast in the ocean.”
― Dan S. Kennedy, No B.S. Price Strategy: The Ultimate No Holds Barred Kick Butt Take No Prisoner Guide to Profits, Power, and Prosperity

“Well, here’s the trick about money. The understanding that it is available in unlimited supply and readily replaceable changes everything.”
― Dan S. Kennedy, No B.S. Wealth Attraction In The New Economy

“Our brains become magnetized with the dominating thoughts which we hold in our minds, and, by means with which no man is familiar, these ‘magnets’ attract to us the forces, the people, the circumstances of life which harmonize with the nature of our dominating thoughts.” —NAPOLEON HILL,”
― Dan S. Kennedy, No B.S. Wealth Attraction In The New Economy

“The only asset that can be kept safe from every threat and made to appreciate in value year after year is the relationship you have with your customers.”
― Dan S. Kennedy, No B.S. Ruthless Management of People and Profits: No Holds Barred, Kick Butt, Take-No-Prisoners Guide to Really Getting Rich

“I Want It All. And I Want It Delivered.”
― Dan S. Kennedy, No B.S. Wealth Attraction In The New Economy

“Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conducting a multiday seminar for her clients — corporate executives and general agents from life insurance companies — about new methods of recruiting agents. Even though the attendees had paid a very high per-person fee to be there, most had traveled great distances, and the subject was of critical importance to them, we both noticed that on breaks, what most of them were talking about was where”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“Technique #1: Intimidation In person-to-person, professional selling, I very quickly learned the value of intimidation, and I consider Robert Ringer's bestselling book Winning Through Intimidation to be one of the most useful business books I've ever read.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“There is a classic sales legend about the hotshot salesman pitching a new home-heating system to a little old lady. He told her everything there was to tell about BTUs, construction, warranties, service, and so on. When he finally shut up, she said, “I have just one question — will this thing keep a little old lady warm?”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“I knew and trusted the company (Vegas World). I liked the product (the Vegas World package). I believed the urgency-building story (only 1,000 Hawaiian vacations available). I found the premium exciting and desirable.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“When I started in real estate, despite high ambition, I was constrained by the same 24 hours as everyone else. My early success came from a grueling schedule, long hours, and the high price of near burn-out. In self-defense, I devised a system that featured direct marketing in place of traditional prospecting plus a highly effective team, with all the non-rainmaker tasks delegated to them. This took me to the top of the profession, twice #1 in RE/MAX worldwide in commissions earned, and 15 years as one of the top agents—working less hours than most. While an active agent, I consistently sold over 500 homes a year, even while starting and developing a second business, training and coaching more millionaire agents than any other coach. Without the inspiration of Dan Kennedy’s direct marketing methods and his extraordinary, extreme time-management philosophy, these achievements simply would not have been possible. LEVERAGING yourself, by media in place of manual labor, and with other people is very intimidating to most real estate agents and to most small businesspeople. It frankly is not easy to get right, but it is the quantum leap that uniquely and simultaneously lifts income and supports a great lifestyle. —CRAIG PROCTOR, CRAIGPROCTOR.COM”
― Dan S. Kennedy, No B.S. Time Management for Entrepreneurs: The Ultimate No Holds Barred Kick Butt Take No Prisoners Guide to Time Productivity and Sanity

“opportunity cost,”
― Dan S. Kennedy, No B.S. Time Management for Entrepreneurs: The Ultimate No Holds Barred Kick Butt Take No Prisoners Guide to Time Productivity and Sanity

“There Will Be Strong Copy”
― Dan S. Kennedy, No B.S. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing for Non-Direct Marketing Businesses

“Get a fix on the prospect/customer/client and on his or her desires; failing to do so will undermine all your other efforts.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“Real Estate: A lot like the legal profession, people want an advocate. So they need to know that YOU are in THEIR corner. Real estate is one of those fields where the laws are different everywhere and always changing. The confusion makes it such that the average citizen cannot properly advocate for himself or herself. They need an expert. And while they may say that they want to get a great price, what they REALLY want is an expert in their corner fighting for them. You are really selling that hero.”
― Dan S. Kennedy, Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer

“Tips for Mailings to Sell Professional Services Credibility is critical here. Descriptive items of fact (such as number of years in business, number of clients served, sample client lists, and so on) can all be of tremendous value. However, “believability” is even more important than “credibility.” The facts about your business, such as years in business, clients served, proprietary methods, and so on are important, but not nearly as persuasive as what clients have to say about their real-life experiences with you, benefits realized, and skepticism erased. Facts and credibility only support persuasion. Consider offering a free initial consultation or a free package of informative literature; this may break down barriers of skepticism and mistrust. Answer the question: why should the reader bother? Similarly, you should work at making the intangible benefits of your product tangible. This can be accomplished with before/after photographs, slice-of-life stories, case histories, or other examples. Demonstrate the value!”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“Too often, achievement, accomplishment, ambition is defined as greed. Here’s my clarification: greed is attempting to get something for nothing, to take without exchange.”
― Dan S. Kennedy, No B.S. Wealth Attraction In The New Economy

“You can’t go to the bank and deposit likes, views, retweets, viral explosions, social media conversations, or brand recognition. Bankers are extremely narrow-minded. They won’t even accept vegetables grown in your backyard garden or bitcoin. They want real money.”
― Dan S. Kennedy, No B.S. Guide to Direct Response Social Media Marketing: The Ultimate No Holds Barred Guide to Producing Measurable, Monetizable Results with Social Media Marketing

“My “10 Smart Market Diagnosis and Profiling Questions” What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top three daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical) Do they have their own language? Who else is selling something similar to their product, and how? Who else has tried selling them something similar, and how has that effort failed? So, Step 1 in our system is to analyze thoroughly, understand, and connect with the customer.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“If you can't manage your time, you won't have to worry about managing your money.”
― Dan S. Kennedy

“My sales trainer friend, the famous (late) Cavett Robert, said to sell life insurance or cemetery plots, you have to make your customer see the hearse backed up to the door. That may sound a little grisly, but it's true.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“another”
― Dan S. Kennedy, Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer

“Create jobs people really want and that good people won’t want to lose. Why should you do all this? Not to be a generous soul. Not to be liked. Not to win some award. So that your bloody axe is feared and you can be fearless in swinging it.”
― Dan S. Kennedy, No B.S. Ruthless Management of People and Profits: No Holds Barred, Kick Butt, Take-No-Prisoners Guide to Really Getting Rich

“Fears about money inhibit your wealth attraction powers.   Absence of fears about money releases your full wealth attraction power.”
― Dan S. Kennedy, No B.S. Wealth Attraction In The New Economy

“How I Turned a Troubled Company into a Personal Fortune. How to ________ This is a simple, straightforward headline structure that works with any desirable benefit. “How to” are two of the most powerful words you can use in a headline. Examples: How to Collect from Social Security at Any Age. How to Win Friends and Influence People. How to Improve Telemarketers' Productivity — for Just $19.95. Secrets Of ________ The word secrets works well in headlines. Examples: Secrets of a Madison Ave. Maverick — “Contrarian Advertising.” Secrets of Four Champion Golfers. Thousands (Hundreds, Millions) Now ________ Even Though They ________ This is a “plural” version of the very first structure demonstrated in this collection of winning headlines. Examples: Thousands Now Play Even Though They Have “Clumsy Fingers.” Two Million People Owe Their Health to This Idea Even Though They Laughed at It. 138,000 Members of Your Profession Receive a Check from Us Every Month Even Though They Once Threw This Letter into the Wastebasket Warning: ________ Warning is a powerful, attention-getting word and can usually work for a headline tied to any sales letter using a problem-solution copy theme. Examples: Warning: Two-Thirds of the Middle Managers in Your Industry Will Lose Their Jobs in the Next 36 Months. Warning: Your “Corporate Shield” May Be Made of Tissue Paper — 9 Ways You Can Be Held Personally Liable for Your Business's Debts, Losses, or Lawsuits Give Me ________ and I'll ________ This structure simplifies the gist of any sales message: a promise. It truly telegraphs your offer, and if your offer is clear and good, this may be your best strategy. Examples: Give Me 5 Days and I'll Give You a Magnetic Personality. Give Me Just 1 Hour a Day and I'll Have You Speaking French Like “Pierre” in 1 Month. Give Me a Chance to Ask Seven Questions and I'll Prove You Are Wasting a Small Fortune on Your Advertising. ________ ways to ________ This is just the “how to” headline enhanced with an intriguing specific number. Examples: 101 Ways to Increase New Patient Flow. 17 Ways to Slash Your Equipment Maintenance Costs. Many of these example headlines are classics from very successful books, advertisements, sales letters, and brochures, obtained from a number of research sources. Some are from my own sales letters. Some were created for this book.”
― Dan S. Kennedy, The Ultimate Sales Letter: Attract New Customers. Boost your Sales.

“Chiropractic: There are obviously a lot of different niches you could serve in this industry. But, let’s say for a moment that you serve the elderly demographic. You might think that they just want to be able to play a little more golf or keep up with their grandkids. Those things might be true and they’ll certainly admit to them. But if you go deeper, you’ll find that they want to be the envy of all of their friends who are falling apart. That’s the secret ego motivation that inspires them to find you. And further, they do NOT want to be put into a nursing home. That’s the secret fear that has them searching for you. Sell them abilities their friends don’t have and you’ll have them eating out of your hand.”
― Dan S. Kennedy, Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer