If you’d like to find out more about the archives, visit www.DKArchive.com. Here is an excerpt from Volume 2, Issue 2 of the archives. I’m sure you’ll find it valuable and enlightening.

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When I was a kid, our next door neighbor in Brooklyn Heights, Ohio, owned a pig farm in Wooster, Ohio. He said you used every part of the pig. What couldn’t be sold as prime cuts, like pork chops, became sausage. You did make a silk purse from a sow’s ear, or something like it. Hooves became gelatin. Everything left over: hot dogs. With that as a theme, I have a few provocative items …

First, from one of Dr. Ben Altadonna’s campaigns, is recycling pig parts two ways. Ben uses the lead generation insert from his newsletter numerous times, advertising a ‘backend’ product. All he has done is left it the same and over-printed it to offer as a free bonus with a different purchase. This is as quick ‘n dirty as the common junking up of a sales letter with handwritten margin notes and markings. Ben believed (and he knows his numbers!) that he had milked it nearly dry, selling it to his list, so the next best way to get more out of it was converting it to a free bonus.

THINK: what “old,” tired, worn-out product do you have gathering dust? You already have a sales letter, copy, etc., for it. Maybe it can have a productive reincarnation as a bonus. Theory behind this: for everyone who ponied up, in this case $497.00, to buy it, there were four or five or ten who were interested, almost bought it, but wouldn’t pay the asking price. Clever, huh? Let me make it better: if you sell backend via lead generation for certain products, as Ben does, following the original JPDK model, then you’d have the list within your list; the list of those who raised their hands and asked for info about the product but didn’t buy. They are primo prospects to want it for free—maybe badly enough to be driven to buy the other product or seminar it’s now linked to as a free bonus. They might deserve a special FedEx hit.

I would add, I strongly believe bonuses can drive sales. And I believe in cutting up your house list and tweaking a campaign to different segments and/or investing differently in different segments.

Second, what marketing ammo might be handed to you that you are under-using? The profiles, stories of the people investing in your products/events. Sure, we all know to use testimonials, to do an entire ad built around a testimonial. But when have you seen anybody use the ‘story’ of an early registrant as pitch for later registrants—i.e., if HE’S coming, surely you should, too. This could also be used to sell tapes of an event. Here’s an example:

‘NO PART OF PIG UNUSED’ BRAINSTORMING EXERCISE:

Get a big stack of 3.5” cards and write down every ‘asset’ you have, one per card, so it’ll be easy to shuffle and organize them when you’re done. You might use different colored cards for different types of assets; yellow for ‘intellectual properties,’ green for ‘systems,’ etc.

Keep wracking your brain an hour or so at a time over days or weeks. If you have employees, get them in this game. Identify all the assets lying dormant, not being used, under-used. Ask yourself how they could be leveraged. Let’s assume you can isolate and identify just 100 assets you possess in your info-business. If you can then figure out how to squeeze a fresh $1,000.00 out of each one, bingo! $100,000.00. $2,000.00 = $200,000.00.

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If you enjoyed this excerpt, you may want to review the entire Dan Kennedy archive. It is available for a limited time at www.DKArchive.com. Every one of the 72 issues is packed with advanced, specialized, experience-tested insights into what it takes to succeed within the info-marketing business. Visit www.DKArchive.com to reserve your copy.

Here is a summary of what I cover on this program:

• How to get it all back after you loose everything.
• Why some businesses fail even when it seams like they have everything right.
• How to overcome insurmountable obstacles.
• Your customer’s decision making process so you can get them to choose you.
• How to eliminate all of the competitors for what you deliver.

Business Profits Radio is a weekly radio show dedicated to helping business owners make more money and go home earlier to spend more time with their families. Enter your email address in the box at the right so you are notified when new shows are posted.

Here is a summary of what I cover on this program:

• How someone with the most stressful job thrived!
• What to do before you are completely overwhelmed with too much to do and not enough time.
• How to do networking when you hate leaving the house and talking to people.
• What you need to do now so you have people to turn to when you need help.
• The essential task you must complete before you meet any new people.

Business Profits Radio is a weekly radio show dedicated to helping business owners make more money and go home earlier to spend more time with their families. Enter your email address in the box at the right so you are notified when new shows are posted.

Here is a summary of what I cover on this program:

• A secret technique to identify good business partners from bad ones.
• How to track which advertising is actually generating customers so you can cut out the waste.
• The secret to effective delegation in your business.
• Determining if your efforts are really getting you closer to your goals.
• How to turn around your business, direct from one of the top turn around specialists in the country.

Business Profits Radio is a weekly radio show dedicated to helping business owners make more money and go home earlier to spend more time with their families. Enter your email address in the box at the right so you are notified when new shows are posted.

Here is a summary of what I cover on this program:

• How you can always distinguish good business partners from bad ones.
• Determine which advertising is working and what is a waste of your money.
• How you can delegate without letting projects slip through the cracks.
• Determining which efforts are getting you closer to your goals and which are a waste of your time.
• What the top turn-around specialist in the country does to make unprofitable businesses profitable.

Business Profits Radio is a weekly radio show dedicated to helping business owners make more money and go home earlier to spend more time with their families. Enter your email address in the box at the right so you are notified when new shows are posted.