As a regular reader of my site, you know I am a member of Glazer-Kennedy Inner Circle. And I felt I that I would like to share with you how I apply a few of the many marketing ideas taught by Dan Kennedy to the members of GKIC. I will share a few ideas at a high level and one idea with some significant detail. All these ideas are ones you can apply yourself in the safety of your home and office.
Dan repeats and teaches ad-nauseum many principles of marketing and increasing income. As a member of Glazer-Kennedy Inner Circle (GKIC) I receive a newsletter dedicated to maximizing marketing efforts. The two founders of the newsletter are Dan Kennedy and Bill Glazer.
The first idea is to have multiple marketing strategies in place. Here are some of the strategies I have in place
- E-letters that are designed as mini-courses on LinkedIn.
- LinkedIn Answers to receive Success Stories from my LinkedIn Network.
- Articles for www.ZaleTabakman.ca.
- I manage a dozen different LinkedIn Groups and create the e-mail letters for them.
- My no-charge online course Seven Ways To Generate Business Through LinkedIn. These techniques are just a few of the many I have in place. The execution of my marketing strategies are shared given in more detail to the members of my LinkedIn Group Zale’s Inner Circle. (The Inner Circle is another Dan idea – More about the inner circle later)
The second idea is that all my marketing programs are designed to be automatic. The programs are setup, tested, and then repeated will little work. The programs must operate with little interaction or maintenance from me.
The third idea is to know your market intimately when developing a plan to increase sales. You must know what they want and what motivates them. I have applied this approach to my LinkedIn Network and came up with a set of descriptive categories which I use to structure my marketing. I will explain the categories in some detail, so that you can SWIPE and DEPLOY them. (S & D is another Dan Kennedy idea).
I help people increase their revenue and so the way people make their money is important and my largest breakdown is into how people get paid. I divide the market into salary paid people and entrepreneurially paid people. Salary paid people are sometimes looking for strikingly different solutions than those of the entrepreneurially paid people. Just knowing this division impacts how I approach my prospects and how I craft the kinds of solutions I provide.
Let’s review the entrepreneurially paid people first.
Entrepreneurially paid people can tolerate risk and have chosen a life of where their work directly influences their income. They are willing to tolerate potential risk to their income stream. They recognize other people with the same strengths.
Let’s now subdivide them some more.
- Commissioned sales representative working for a company. While people in this position may have base salary, their primary income comes from making a sale. They have little or no control over the marketing content. However, they do have great control over their own sales letters and who they call. They find their own customers and follow-up on provided leads. They never deliver the service or the product.
- Independent Consultants – These are people who primarily sell their time. They are engaged to deliver a specific result. There only marketing is related to generating the next engagement. They are not purely sales or marketing people. Examples of these kinds of people are computer consultants, lawyers, marketing consultants, and personal coaches. An important sub-category are professionally designated people like stockbrokers, dentists, doctors, and real estate agents who both sell and provide consulting as part of the sales process.
- Small Business Owners – These people sell a product or a service. The owner is an active participant in the daily operations of the business. What is key and distinguishes them from the consultant is that they sell a product or if it’s a service its one that can be delivered by somebody else. The owner of small consultancy company with one employee is different from the independent consultant. This is a key differentiation, since the Small Business Owner structures their business so they can still be making money while on vacation. The small business owner may run an import/export business, a cleaners, or own a franchise location. As you can see, there is deeper breakdown from this point as well.
- Marketing Managers – This was the toughest segment to decide where to place. Mostly they are compensated like employees, meaning that they receive a salary, but their job definition is all about generating revenues, which means their day-to-day activities are similar to the entrepreneurial segment while their personal motivations are closer to the salary category. They will be interested in solutions similar to small business owners, but their personal sensitivity to financial risk will be different. Practically, marketing managers won’t engage in activities that hurt their reputations at work. For a entrepreneur, the risk of failure in a marketing program, is about the wasted opportunity, rather than what people will think. Your thoughts on this group would be interesting to hear.
Salary paid people work well in an organization and prefer the stability of a steady income. The better they function with people and how the power structures the higher they will rise. While every company culture is different, a person who understands the culture and can work well in it, will do well. (As you may imagine I have failed, sometimes miserably, in the corporate environment, and I am always impressed by people who succeed in corporate environments. It takes skills and probably a maturity I don’t have.).
- Staff – This is the most straight forward and easiest to understand. Its by far the largest category in LinkedIn. These are people who have a job and make a salary. There are the engineers, programmers, claims reviewers, and the thousands of other jobs that are not directly measured by revenues. The staff category is distinguished from the Manager category in that their primary function is to actually produce something and not making decisions with financial or strategic implications. A programming team leader is still a staff member, since they do the work. I know people who have 27 people reporting to them, but are ultimately staff people.
- Manager – The manager category is distinguished by their job role. They are responsible for making decisions based on other people’s work. For example – do we open a plant in Augusta, Georgia? That decision will be made based on reports and spreadsheets created by staff. They are responsible for making the decision. It is understood, that a Manager will have Manager’s above them. They are distinguished from Staff by the kinds of decisions made. Managers make decisions that have strategic and financial ramifications.
- Job Hunting – Again an obvious segment. These are Staff or Managers who are unhappy in their current employment.
- Unemployed – These are Staff or Managers who are currently unemployed and need a job. LinkedIn is one of their strategies to find a job.
If need be, every category above can be further broken down into different subgroups. A cross category breakdown of geography, industry, language, years of experience, etc. will further identify subgroups. With LinkedIn’s 23,000,000+ members, even the smallest subset is a significant group. Think of the implications of in Long Tail Marketing. (See the link at the end for more about long tail marketing)
If you don’t fit into one of my categories – please let me know so I can adjust my categories. I feel the salary paid people can be better defined, any input on that would be appreciated. One important caveat – my categories may not necessarily be the same ones you need. I created my divisions for my marketing plan and what I care about.
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- The understanding of the LinkedIn market I have presented is just the first step. The next step (not presented here) is to understand and document detailed motivations, challenges and the needs of each of the above categories. While every person in LinkedIn situation is different and special – there is a commonality among subgroups. The commonality allows me (and you) to craft excellent marketing messages and to create solutions for your customers.
- The methodology I have demonstrated here is pure Dan Kennedy – the next Dan Kennedy idea is to look for the profits in these markets. Asking questions like: Where is the profit? What valuable service can I provide to the members of this marketplace? The next part of my process was to identify different ways to connect to each of the people in these markets.
- Apply this methodology to your marketing or your job hunting. You can start with my categories or select others that work for your product. Just get started. Craft an understanding of the marketplace makes sense no matter what you are doing. If are looking for a job – which members of the market are going to have the jobs? Who is going to be an influencer? Who is going to be a source for a job?
As I said above, being a member of Dan Kennedy’s Inner Circle, (GKIC) teaches these and dozens of other ideas. I receive a newsletter in the mail once a month. I get a CD with an interview on it, and I receive a regular stream of marketing e-mails which in itself is a full marketing course.
Here comes a strong recommendation for Dan Kennedy. If you aren’t interested in increasing your revenues then stop reading here and skip the rest of the e-mail.
I am one of only 389 authorized affiliates of Dan Kennedy around the world, and therefore, I get to make you a special offer worth $613.31 and top of that I am adding Zale’s personal guarantee worth at least $500.
I strongly recommend that you take advantage of the offer. It only costs you postage and I will personally guarantee the time spent. I believe it will put you ahead of everybody in your industry.
My personal guarantee is just below.
As a authorized affiliate of Dan Kennedy, the #1 Marketing Expert in the world, Dan Kennedy, to give you THE MOST INCREDIBLE ‘FREE’ GIFT EVER which includes 2- FREE Months of Dan’s ‘ELITE’ Gold Membership (Including The World’s Best Marketing Newsletter on The Planet…The ‘No B.S. Marketing Letter’).
Now…you’ve just got to find out about everything that’s included in with this $613.31 gift by clicking onto the link http://LearnFromDanKennedy.ZaleTabakman.ca
(I have used everything listed there, several times. And I can attest that even if you cancel after the two months, your head will be spinning with ideas.)
You will learn for instance, why the mindset that says “I must answer everyone of Zale’s Success Stories” is so absolutely important.
If you haven’t heard of Dan Kennedy let me give you the quick run-down. As a marketing consultant he has worked hands-on with clients in 136 different product, service, and business categories.
In the information-publishing field, he has literally guided hundreds of startups to multi-million dollar annual sales. (In fact, studying Dan’s material has been largely responsible for my marketing success. I am currently marketing connecting to over 11,200 people today, how many people did you market to today? My website increases in readers by 20% to 100% every two weeks. My LinkedIn network grows by hundreds weekly)
Dan routinely commands fees of $19,000.00 per day for private consulting, $45,000.00 to as much as $75,000.00 plus royalties to write an ad campaign, series of sales letters or other marketing materials, with over 80% of all clients who utilize his services once opting to do so repeatedly. Many of these client relationships are now 5, 7, 10, even 15 years in duration.
So don’t take this deal lightly…Greg Renker, CEO of the Guthy-Renker Corporation, famous for its TV infomercials featuring Tony Robbins, Victoria Principal and other celebrities, says: “I anxiously wait for the No B.S. Marketing Letter. Each Issue is packed with new information and terrific insights that are invaluable to our business.”
Frankly the No BS Marketing Letter alone is like a day-long, intense seminar in print arriving every month in your mailbox.
Why am I so strongly recommending this? If you are focused on success, once you start reading this newsletter you’ll be hooked. Simply put, that’s the whole reason he can profitably make this sensational offer. When you get the package, you will “get it”. I can’t imagine you will think this is a waste of your time.
Here Is Zale’s Personal Guarantee
If after you read and listen to everything you get as part of the offer from Dan Kennedy, and you can’t come up with a least three ideas that you believe will significantly help you. I will spend two hours of time on the telephone (at my long distance expense) working through the Dan Kennedy material you have received to help you understand how to create and apply three ideas. (By the way – even if it takes longer than two hours, we keep going until you are satisfied).
There is a catch to the guarantee. The guarantee is only for members of Zale’s LinkedIn Inner Circle group. But –joining the inner circle is a click away. So, please don’t delay. I strongly urge you to check out your special thank you gift here http://LearnFromDanKennedy.ZaleTabakman.ca
I think that covers it all.
Take Care
Zale
www.linkedin.com/in/ZaleTabakman <- I hope you are already connected to me directly and taking advantage of the 2,181,000 people I add to your network.
P.S. Zale’s guarantee is only for members of my LinkedIn Inner Circle. As a member of the my LinkedIn network, you are already qualified to be part of Zale’s Inner Circle. You can find the privileges of the Inner Circle here. I teach my Inner Circle how to apply for their success all the different things I learn. Why it works, and how it works. The only way to find the link is to read this P.S. and therefore, the members of the Inner Circle are unique and are people who are careful and want to be successful. Join me on LinkedIn to find out how to Join Zale’s Inner Circle.
Click here for the free gift from Dan Kennedy.
Click here to learn about Long Tail Marketing for small business marketing.
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