Ultimate Lead Generation Machine

Special Bonus Report

SEVEN STEP
SECRET
BEHIND
THE
GREATEST
DIRECT
MARKETING
FORTUNES
HOW TO UNLOCK
UNLIMITED RICHES
STORED IN LISTS

by Dan S. Kennedy
DanKennedy.com

© 2012/GKIC. All Rights Reserved. This publication is designed to provide

information and opinion of a general nature only. It is provided with the
understanding that neither the author or publisher is engaged in rendering
legal, accounting, marketing or business consulting or other professional
services by means of this Report. Neither author or publisher accepts any
responsibility for the decisions or actions of any individual reader of this
Report.
Short, sweet and to the point…
Step 1: Find a viable list or lists, from
which customers can be obtained who
will buy repeatedly or in continuity
and have significant value beyond the
first transaction in one way or
multiple ways
While direct marketing businesses are built
with every offline and online media, the
majority of direct marketing companies of
size and strength are still built predominately
by “legally raiding” others’ organized groups
of customers, leads and donors.
www.SRDS.com is your window to the world
of commercially available mailing lists that
can be rented. If you use that window and
make a thorough study of all the lists and all
the companies that own them, two things will
become glaringly and inarguably clear to
you: first, that the majority of the lists are
direct-mail sourced, meaning Company A’s
list came from mailing into other companies’
lists. Second, countless successful
companies in any and every category of
interest, product or service have as their
central core, a mailing list.
Step 2: Develop and test direct-mail
pieces for new customer acquisition to
mail into the found list or lists.
Sometimes “base hits” or even “home runs”
come from first at bats, but usually it will
require a Test Matrix, trying different themes,
offers, formats and lists, to arrive at the most
productive combination.
Keep in mind, when using others’ lists, you
may be restricted in what you can do, in
order to get approval for your mailing. For
example, most list owners will not approve
outright free offers or drive to a web site, but
will insist on a product being offered for sale
at a price. Once you have moved buyers
from others’ lists to your list via an initial
transaction (or pure lead generation if and
when permitted), you can, of course, do
anything you like – free or paid offers, drive
to webinars, etc.
Step 3: Determine the lowest Cost Per
Sale (CPS) that you can achieve,
mining the chosen list or lists with
your direct-mail campaigns.
Whatever that CPS turns out to be, it is. If the
chosen list contains customers ideally suited
to you that you want, then you must pay
whatever is required to get them. A man
dying of thirst in the desert cannot refuse to
get water from any cactus that has sharp
thorns, and insist only cactuses with no
thorns and a faucet. This is the point in the
fortune making pathway when the majority
find the climb too steep and turn back and
give up. You must press on….
Step 4: Devise some way to function
with the CPS that is, so you can mail
the tar out of the chosen list(s) and
move as many customers to your list
as possible as quickly as you can.
You can sell an offer to the chosen list for X
dollars, it costs you a higher Y dollar to make
the sale. The difference between X and Y is
the gap you must somehow bridge, to be
able to mail the chosen lists again and again
and again, to withdraw as many customers
as possible from it and place them in your
list. This gap is an “IT”. IT is neither good or
bad, positive or negative. IT is just IT. Once
you know what this number is, you must go
to work. You must find or create and pull
together whatever you may need to build
your bridge – whether that’s Basic and
Deluxe offer, upsell(s), strategic partners to
subsidize or share costs, tele-marketing,
borrowed or raised capital.
Step 5: Fully monetize the acquired
customers.

Once you have transferred a customer from
others’ lists to yours, there are no restrictions
on what you can do with him. You can sell
him your own goods and services by any and
all means, put him into continuity, move him
up an ascension ladder, reach out to him by
any and all media. Your “back end business”
with these customers is where your wealth
lies, to be mined and extracted.
“LISTS CONTAIN MONEY LIKE
CACTUSES CONTAIN WATER.”
Others have gone to a great deal of
trouble and expense, and have
considerable capital invested in lists of
responsive buyers, and you can simply
pay a toll, a use-fee, to access them
without duplicating any of the original
trouble and expense. This is a way to
buy speed.

Step 6: Use your customers to get

more customers.

Big direct marketers do this by putting their

lists on the rental market, and reinvesting the
revenue from list rental to go out and buy
more customers with marketing. Smaller
marketers typically accomplish the same
thing by exchanging names with other
marketers, by participating in “marketing
cabals” where lists are pooled and shared for
a rotating number of promotions, and by
reciprocal joint ventures ie. you get to sell
your thing to my list if I get to sell my thing to
your list. Some businesses also lend
themselves to making the customers into
affiliates and promoters, so that they literally
clone themselves. “Member Get A Member”
promotions work in many businesses as well.

Step 7: Repeat the entire process as

often as you can with another chosen
list or lists.

Re-investment of income to keep building a

customer list is a bridge from income to
wealth. As a very sloppy, big thumb rule,
every name on a consumer direct marketing
company’s list may equate to $10 a year in
income; a B2B direct marketer, perhaps 4X
times that. Thus, for the consumer company,
100,000 names = $1-million in come OR, at
2.5X multiple in sale value, $2.5-million in
equity. 1-million names = $25-million.