January 19, 2007

Dan Kennedy on Confidence in the Marketplace

Posted in Uncategorized at 9:34 pm by John Roney

-In Dan’s business, about a third of his activity is copywriting. That’s interesting. He says there are 25-50 pro copywriters in the counrty. Dan quotes people $25,000-$35,000 plus royalties for three letters.

-Says you have to have a straight face when sitting down to quote someone a price for writing, simply because of how high the fee is. I think this is another hint that I should begin learning how to write copy.

“To get a $25,000 advance out of a publisher to do a book, you almost have to agree to have their baby at the same time you do the book-particularly if it’s your first book.” -Dan Kennedy

Lesson #1: Set your price. Often times, you will find the people who are charging the most are the most successful. There is always a market for the high-end. Set your price by what you want to earn, what you feel like you’re worth. “If you’re selling in a no-resistance environment, you’re prices are too low.” Fundamentally, this means, stop doing things for free. Most people give away their time, give advice, etc. Most people give away their time for free, which doesn’t do you or them any good because you don’t make any money and they won’t use the advice.

–> An interesting idea, a change of mindset from what I had before, is that if I had of charged more, I would have been able to spend more time on the project, because I would have had more money to pay the bills and expenses.

“People like doing business with successful people.” If you’re the only car in a parking lot at a restaurant, you’re not going to want to stay there. The more successful you are, the more people are going to want to deal with you. It will take courage to “fit someone in” to an empty schedule.

–> When Dan started, he would never take calls right away or return them the same day. Its the delay that will help you. Successful people dictate the terms of how you do business with them.

You should stop giving away your time for free. I think this applies during the normal business hours, but would not apply at a seminar. I’ve seen Alex, Stephen, and many other extremely successful speakers give their time away at seminars, which seems good. I’ve also seen time given away when it comes to strong JV potential clients in a JV business model. This seems like a good idea too.


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