Local Chapter Newsletter for Members of the Only GKIC Chapter in the Los Angeles Area
Courtesy of your local Certified “No B.S.” Independent Business Advisor and Marketing Performance Strategist, Craig Valine
Volume 3, Issue 9 * * Visit Our Website at www.GlendalePasadenaGKIC.com * * August ‘10
Our Next Local If You Weren’t at Our July Local Chapter
Is: Meeting, Here’s What You Missed: “Are You
Tuesday, 8/31 Committed to Independence or Not?”; “The 4 Chief
@ 6:30pm-9:00pm Reasons Why People Respond to Outrageous
What to Expect: Advertising”; “Marketing 101: The „Good/Better/
Main Topic: “Dan Best‟ Pricing Strategy”; “Know Thy Competitor”;
Formula for Wealth “How to Use Direct Mail Effectively…The Dan
Attraction… Using Your Kennedy Way”; And, so much more!
GPS” Can you believe it‟s AUGUST already? are the one‘s who are not doing one or all of
“Little Hinges That That means we‟re in the 3rd Quarter of the things I just mentioned.
Open Big Doors” (or the year. Geesh! Time sure does fly when The Members Who Are Struggling Are:
“Little ideas that can you‟re having fun. :)
NOT attending meetings on a regular basis
make a HUGE difference Let me ask you a question: “How are you doing
in your business”) with regards to growing, expanding, and NOT attending our Free Monthly Fast-
making more money in your business?” Start workshops to master Dan Kennedy‘s
And More! Direct Marketing Fundamentals
You don‘t have to tell me, necessarily. But, it‘s
Register definitely a question you must ask yourself on a
NOT setting an appointment with
themselves each month to read their ‗No
Today “How am I doing?” BS Marketing Letter‘ when it arrives to get
inspired and discover new ways to use
At Our Website! If you‘re not doing as well as you‘d like and current marketing strategies
www. you‘re a member of our Local Chapter, there are
GlendalePasadenaGKIC probably a few common problems plaguing you. NOT asking for help from Craig (or
.com So, let me as you a few more questions: others) to help solve a marketing problem
or how to seize a moneymaking
“Are you attending Local Chapter opportunity
Meetings each month – religiously?”
Quotes “Are you attending our Monthly Fast-Start
NOT studying direct response marketing,
advertising, or copywriting so they can
Workshops so that you master GKIC-style make money at will.
“Success comes from
marketing and the fundamentals?”
knowing that you did your So, it really comes down to this. As the Late
best to become the best “Are you making time to read your „No BS Jim Rohn said,
that you are capable of Marketing Letter‟ and „Gold Letter‟ each “The things that are easy to do are also
becoming.” month? (and listening to your Gold CD?) easy not to do.”
- John Wooden
“Are you asking for help from Craig (or If you‘re really serious about using your
fellow Chapter members) when you‟re business as a way to reach whatever goals you
“Success is not final,
stuck and don‟t know what to do?” have for yourself, then you must do the things
failure is not fatal: It is
the courage to continue “Are you a serious student of direct the average entrepreneur or professional
that counts.” response marketing, advertising, and practice owner won‘t do. It‘s that simple.
- Winston Churchill sales?” Just know, that if you are serious about your
I hope you can answer these honestly and not business, so am I. This chapter (and GKIC for
“There's no abiding success make excuses for them. Because, frankly, the
without commitment.” members who are having the biggest problems
- Tony Robbins
VOLUME 3, ISSUE 6 GLAZER-KENNEDY INSIDER’S CIRCLE - THE PLACE FOR PROSPERITY™ PAGE 2
Chapter news—Continued from Page 1
“Is Your Group or Association
Looking For A Relevant and that matter) exists for the sole reason of helping you achieve your
wildest dreams and goals through effective moneymaking
Dynamic Speaker For An marketing strategies. So, be sure take advantage of every
opportunity that presents itself by me, Bill, or Dan. Kapeesh?
Ok. If by chance you weren‘t at our July Local Chapter
New Presentation for Groups Looking to Get the Meeting, we usually start our meeting discussing the recent ‟No
Greatest Results In The New Economy: BS Marketing Letter‟ . I refer to this time as, what W. Clement
Stone called, “Little Hinges That Open Big Doors” (or simply,
“How to Turn a First-time Contact Into a „Little ideas that can make a huge difference in your business‟)
So without further adieu, here are the 3.5 ―Hinges‖ that we
Long-term Profitable Relationship” discussed.
Minimal criteria: The speaking audience must be Little Hinge #1: “Are You Committed to Independence or
entrepreneurial business owners, salespeople, and/or Not?” (Ref: No BS Marketing Letter, Pg. 1-3)
professional practice owners in the Los Angeles area. George Bernard Shaw said, ―People are always blaming their
In this presentation, learn the critical tactics and circumstances for what they are. I don‘t believe in circumstances.
The people who get on this world are the people who get up and
strategies you MUST adopt to be successful in
look for the circumstances they want, and if they can‘t find them,
ANY networking environment, including: make them.‖
The 3 Things You Must Do Before Ever Stepping In the July „No BS Marketing Letter‟, Dan talked about the
Foot Into a Networking Event importance of being fiercely independent as an entrepreneur.
The BIGGEST Networking Mistakes People Make… The problem with America is everyone‘s looking for someone to
And How to Avoid Them! blame, except themselves… Everyone‘s trying to pass
responsibility on to someone else, except themselves… Everyone‘s
The BIG Question Your Prospect Is Asking
looking for a bail-out... And everyone‘s waiting for the economy to
Themselves That You MUST Have an Answer To... go back to the ―way it was.‖
And much, much more! As Dan says in his most recent books for ―...The New Economy‖,
―The Problem Waiting for the Economy to Change Back to ‗The
Please contact Craig Valine at (626) 507-8228 or Way it Was‘:
email at Craig@GlendalePasadenaGKIC.com for The old economy is shattered and gone forever. It‘s never
more information. coming back as it was.
While some time-honored, reliable business strategies and
skills continue to have their place – are even more important
than ever – they must be combined with new, more creative
and agile thinking and more tough-minded and disciplined
methods in sync with the realities of the New Economy and
the demands of its consumers and clients.
So, the question is:
“Are you strengthening your liberty and independence as an
entrepreneur and taking responsibility to own control, or
are you weakening your liberty and independence and
control by avoiding or transferring responsibility?”
You are either deeply, unequivocally, fiercely committed to
independence… or you are not. YOU either get up in the morning,
early, and do it, or you don‘t.
Little Hinge #2: “The 4 Chief Reasons Why People
Respond to OUTRAGEOUS Advertising”
This Newsletter Published By:
Craig Valine, Independent Business Advisor
Glazer-Kennedy Insider’s Circle, Glendale/Pasadena Local Chapter
Enhanced Marketing Performance LLC
Phone: 626-507-8228 · Fax: 626-507-8504
VOLUME 3, ISSUE 6 GLAZER-KENNEDY INSIDER’S CIRCLE - THE PLACE FOR PROSPERITY™ PAGE 3
Continued from Page 2 Just before we took a short intermission during the meeting, I
(Ref: No BS Marketing Letter, pg. 8) pulled a fast one on the guest and members. We did a quick
exercise called, “Know Thy Competitor.”
Reason #1: Everybody's bored! OUTRAGEOUS
Here what I asked attendees to do:
Advertising cuts through the boredom.
1. Name at Least Five of Your Local Competitors.
Reason #2: Everybody‘s overwhelmed! The average person
sees or hears over 3000 Advertising messages per day. 2. Now, describe at least TWO benefits/services/advantages
OUTRAGEOUS Advertising cuts through all noise and that you offer that they absolutely do not.
clutter and gets noticed. 3. How do you know?
Reason #3: People are People (Buyers are Buyers)! Some experience members could answer these questions pretty
OUTRAGEOUS Advertising works, no matter what the well—and fast! While some guest and members just simply
education, class, or ‘sophistication‘ of your target market. couldn‘t answer with certainty and stared off into space.
Test it before you make decide it doesn‘t work. If you‘re a local business, it‘s important to know who you‘re
Reason #4: People like to be amused. There‘s too much competing against to gain access to your ideal customer. You can‘t
boring, vanilla, me-too mail out there very day. Everybody possibly know your Unique Selling Proposition or your
likes to be entertained and find something new. competitive advantage if you don‘t know your competitors and/or
what they offer that you don‘t (or vice-versa).
NOTE: I shared several new examples of Outrageous Marketing
pieces being used by GKIC Members and entrepreneurs around A cool exercise, indeed!
the country, including one from our very own veteran Local After the break, and after announcements (which I‘ve shared with
Chapter Peak Performance Mastermind Member, Dr. Brian you in the insert this month), our main topic was:
Bergh! (Sorry if you missed them. :( “How to Effectively Use Direct Mail…
Little Hinge #3: “Marketing 101- Back to the Basics” The Dan Kennedy Way”
(Ref: No BS Marketing Letter, pg 14) Now, I can‘t share with you the details of that presentation here.
Re: The Good/Better/Best Pricing Strategy That‘s why it‘s important to attend the Local Chapter Meetings.
Did you know there are only Three (3) Ways to Grow any But, I will say, we covered a few very important ingredients to a
Business? 1. Attract More Customers; 2. Get prospects to spend successful direct mail campaign, including:
more per transaction: and 3. Get them coming back to buy more How You Should Be Using Direct Mail in the New Economy
often. This pricing strategy relates to #2 in the three ways to
grow a business. The Four Types of Direct Mail
In the ‗No BS Marketing Letter‘, Dan used an example from a How America Sorts Its Mail
newsletter called ―The Futurist‖. Here are the strategies we
discussed in regards this pricing strategy: The “Welcomed Guest vs. Annoying Pest” Strategy…
1. How you stack is a decision. Most marketers will stack
―Best/Better/Good.‖ Some do the opposite. You have to test Why Direct Mail Hasn‟t Worked For You In the Past
to see what works best for you. What Matters Most When Using Direct Mail
2. The bonuses are itemized. If your bonuses are expected to
drive the sale, you want to present them in the best possible Components of a Good Sales Letter
ways. Tell them the value of what they‘re getting for ‗free.‘ And, so much more!
3. The spread needs to be thought out carefully. Make sure the Make your commitment to attend our next Local
value/savings between the offers appears significant and Chapter Meeting, so you don‟t miss out on critical
justified to make an easy decision.
marketing and business-building strategies, like we
4. The value differential must be clearly stated. Make sure you shared at this past meeting.
tell them how much they save by choosing ‗Better‘ or ‗Best‘
and it‘s easy to understand. Whether you‘re struggling a bit and looking for marketing
strategies to increase profits fast—or, if you‘re already doing well
5. Waste no offer assets. Restate everything they get wherever and you‘re looking for the ‗Slight Edge‘ to keep growing… our
you can. Don‘t assume they know. In the example shown, it Local Chapter Meetings are the place to be.
was only stated once at the top of the form, but not restated
in the individual offers. You get ―BIG‖ ideas and strategies to grow your business, mixed
with a little motivation and inspiration so you know you‘re not
6. Payment terms can matter. Make it easy for them to say alone as an entrepreneur—and you can have it all by joining us
‘yes.‘ If a ‘Better‘ or ‘Best‘ offer is more significant in price, just for a few hours one evening a month.
offer payment terms so it‘s a done deal.
Register for our August Local Chapter Meeting
As Dan mentioned in the ‗No BS Marketing Letter‘, “Good/Great
which will be held on 8/31/10 at 6:30pm in
–or- Good/Better/Best will almost always yield higher average
transaction and better profitability than will a single Yes/No.” Pasadena at:
NOTE: At the meeting, I shared the example Dan referenced up www.GlendalePasadenaGKIC.com/Register.html
on the screen with the guests and members to show how each
one of these tips would apply to their own business.
Dedicated to helping you multiply your income in
Little Hinge #3.5: “Know Thy Competitor”
2010 (and beyond!), - “No BS” Craig :)
Local Chapter Newsletter from the Only GKIC Chapter In the Los Angeles Area
“No B.S.” Craig Valine, Independent Business Advisor
Glazer-Kennedy Insider’s Circle, Glendale/Pasadena Local Chapter
556 S. Fair Oaks Avenue, #469 | Pasadena, CA 91105
“People are always blaming their circumstances for what they
are. I don’t believe in circumstances. The people who get on this
world are the people who get up and look for the circumstances
they want, and if they can’t find them, make them.”
– George Bernard Shaw”
“Become a Money Magnet!” Attention: Entrepreneurs!
Experience The Phenomenon - Attract
More Wealth in the Next 12 Months Is your Mindset Geared Towards
Than in the Previous 12 Years Using “Abundance” or “Scarcity?”
Dan‟s „Millionaire-Maker‟ Strategies
How you think about money, commerce,
competition has enormous impact on how
aggressively, creatively and effectively you
Dan Kennedy says: “In every industry, every business,
every profession, in every community, there is one
business thriving and another of the same type
struggling, one entrepreneur prospering, another in
identical business starving. The unpleasant truth for
those not doing well is it is them – not the economy, not
Wal-Mart, not gas prices, not the weather, not any other
To attract an ample amount of business and
prosperity, you must first believe there is an ample
amount to attract.
To get and maintain the mindset you need to be
as successful as you want to be, visit:
Get it on our Website at: www.GlendalePasadenaGKIC.com