My Note Taking Nerd Report

“Giving You The Edge!”

“What My Note Taking Nerd Learned At

Dan kennedy’s Info Summit and Rich

Coach Day”

1

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 aren’t 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:

- What’s 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.

2

‘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) Don’t fill your ego - Fill your bank account.

6) Only results matter – Don’t be an ‘I gotta person’ OR ‘Gotta do this...’

7) Get help! You won’t grow without others. i.e. Masterminds, etc.

Investing in your future success (Hiring a C.O.O)

8) Don’t 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

– It’s 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

– It’s 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

3

20% - Dead Broke – Beg to end



You can’t win catering to the majority!!!

The bottom of your pyramid can cater to a large amount of people but that’s 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 – It’s 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.

4

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 you’re a loser!! – Lloyd Irvin.

Winning VS Losing.

5

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, I’m hungry for more’ – George Foreman.

‘You’re beat when you don’t 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 Foreman’s Mentor)

3 Things to Teach People

:

1) Get Up Early

2) Listen + Take Advice

3) Strive to be the nicest human being they’ve ever met!

James Malinchak:

The only credential you NEED is a MBA – A Massive Bank Account!

It’s about working right.

I’m 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 you’re

just like them.

The Business

Fee Paid Speaking/ Your Own Events/ Coaching, etc.

6

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) It’s 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

Don’t 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 i’m 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)

8

By November 6

th

, 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.

9

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 doesn’t leave much to the

imagination, there’s always a certain segment who will pay to see the 5%.

2) You’ve got to give your best stuff away

3) It’s 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 > That’s 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 don’t get to opt out.

10

11

12

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 It’s 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-biz’s backwards: Small groups first, then demand/opportunity

for another level. (Many info biz’s have both small/large).

Examples:

13

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

14

- 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:

15

- In any Info-Biz’s, 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

16

- 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) ‘Don’t tell them, Let them feel it!’

Ask yourself: ‘What’s 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 they’ve 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!

17

The one ‘type of’ person you should never invite to speak at your event > another person

who is the same business you’re in selling what you’re 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.

Bill’s 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).

- What’s the one thing that’s 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 > Here’s what you’ve tried + why they haven’t worked.

Step 3: How to find out the answer to your question > Take complex question + make it

simple.

The End.

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