Wowser, I'm in my fourth hotel in 7 days. I'm in Cleveland at the "lovely" Crowne Plaza but this time I'm on the other side of the stage as an audience member for a Dan Kennedy seminar.
Dan is going to be delivering pure content on advanced direct marketing without selling anything. His revenue is being derived from ticket sales.
As we discussed yesterday, most presenters who are speaking to sell design, their presentations as if they were getting paid by ticket sales, namely creating a content rich presentation and then slapping on a close at the end. That is no goodo.
"So what do I do then!" you cry out. Have no fear, Uncle Dave is here and he will give you the inside scoop.
While there are other methods for delivering content that sell, two of the best are:
1. Telling people what do to but not how to do. By the way, this is valuable because most folks don't even know what to do. But if people want to get the "how to", they need to buy your product or service.
2. Giving useful but incomplete information. For example, tell your audience that there are five key things they need to do in order to achieve a result they desire. Then go over ONE of them in detail. If done properly, your audience will have a burning desire to know the other four. To quench that desire, they need to buy your product or service.
Okay, time for me to roll out the yoga mat and then get to Dan's seminar.
By the way, if you haven't got the book Dan wrote on direct marketing for non-directing marketing businesses yet, you should because I'm offering it to you for nada, you just pay the shipping. Go here to grab yourself a copy.
Kick butt, make mucho DEEnero!
Dave "Travelin' Man" Dee