Priceless Marketing Lessons From Dan Kennedy

I wanted to share a fantastic marketing resource that epitomises the use of followup marketing and relentless building of customer lifetime value.

Almost every marketer (including myself) doesn’t do enough with the leads we generate. I’m not just talking about front end conversion, but also nurturing and growing customer lifetime value.

One of the marketing resources that I unreservedly recommend is www.DanKennedy.com - specifically, Dan’s paid monthly newsletter. There’s a low cost (i.e. risk-reversed) trial.

A few distinctions:

1) Dan’s sales funnel is fantastic. Look at the way he gets you on to the free e-newsletter first, then hits you straight up on the thankyou page with a low cost 3-month trial of the paid monthly newsletter - which is on a forced continuity program (of course!)

2) Dan offers a number of membership programs with different price points / benefits.

• Silver (about 30 USD per month)
• Gold (40 per month)
• Gold+ (260-odd per month)
• VIP (expensive!)
• Platinum (bloody expensive!)

And his whole marketing process is focussed on ascendency up the ladder. Furthermore, these concentric circles drive the lead gen for his consulting / copywriting business (VERY expensive).

3) The newsletters are excellent - so clients naturally continue to get them (and they hardly notice anyway, right? It just comes off the credit card every month). But what is REALLY impressive is the way that Dan layers the value so that clients are CONSTANTLY aware of what’s on offer at the next level up - but he does it in such a way that you’re still satisfied with the value at your current level.

4) Of course, EVERY newsletter contains inserts and sales letters for upcoming events, bootcamps and larger packages. (Clients pay Dan for him to send direct mail to them).

5) Whenever a new client buys a product (e.g. a copywriting kit for $1,000), they automatically get offered the 3-month paid newsletter trial at no cost. Great way to AUTOMATICALLY convert one-off sales into ongoing revenue streams.

6) Because the process generates so much damn CA$H, Dan is also able to follow up regularly with hard mailings about special events and seminars (e.g. Info Marketing Summit). I must have received 30 (yes 30!) separate communications about that alone via email, newsletter, DM postcard, Magalog etc.

Anyway - I recommend that all serious marketers sign up at least to the free e-newsletter to see how it’s done so they can creatively emulate. The paid newsletter also comes HIGHLY recommended.

Yes, Dan’s process involves a lot of items to execute but it’s all doable because the process is monetized along the way - leaving enough left over to pay copywriters / consultants to execute for you if you don’t have enough time to do it yourself.

What are your most highly recommended marketing resources? Leave a comment!

Will

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