What a Grumpy, No B.S., Direct Marketing Icon Can Teach You About Influence…

One by one they went around the table introducing themselves and why they made the decision to learn from the master.

“He lit a fire under me”

“His philosophy is so innovative”

“I was attracted to his unique approach…it’s so different from what everyone else is doing in my industry”

With each introduction it occurred to me that Dan Kennedy, legendary direct sales and copywriting guru, wears the triple crown of influence…and slightly cocked to the left.

Only 2 people in this room of 20 entrepreneurs from all walks of life had ever met him.  To the rest, he was revered as living legend.

Their businesses changed.

Their perspectives changed.

Their capacity to succeed changed.

And all it took was one mans incredible, bigger than life influence.

In certain circles, the Dan Kennedy brand is as well known, and respected (maybe even a little feared) as Donald Trump!

While you may not have icon status in your field (yet), there’s no reason why you too can’t learn the secrets of influence from one of the best.

Walk Softly and Carry a Big Stick
All good brands are clear about what they stand for. While Dan has been known to snub his nose at all this branding “stuff,” he has in fact created a distinct (and authentic) brand persona; direct, no nonsense, straight shooter, and unwavering.

Create a Currency of Exchange
The most influential brands are those that posses a “who can I help” attitude.  Dan is very clear about the audiences he best helps and does so by providing information rich value based on his understanding of their needs – he gives, they buy.  It’s not only smart marketing, it’s smart branding.

Develop Peer Power
Whether you’re undergoing a brand makeover or launching a new brand, getting a strong consensus (buy-in) from others is vital.  One of the most universally successful influences on behavior is creating what’s known as “social proof.”  Niche markets and hiring officers alike feel a sense of ease when “people like me” share their vote of confidence in you.

Position Yourself as an Expert
There’s a level of confidence you instill in others when you stake a claim in one core area and position yourself as an Expert.  In the beginning, Dan made his mark as the king of copy.  Although he is still known as a copywriting guru, he is now an authority figure in a variety of areas.  His bread and butter however, originally came from positioning himself as an expert copy man.

Create Demand
Let’s face it even the most accessible brands must create demand. Dan has not only highlighted the unique and targeted benefits of his coveted insider information (he is a copy master after all) but he makes it well known that working with him privately is an exclusive proposition.

The Kennedy brand is not known as accessible but even the Rachel Ray’s of the world (a brand designed around accessibility) understand their audience will want more of them, if they can’t access them easily.
Until next time…

Love and thanks

Liz

©Copyright Liz Pabon.  All rights reserved.

Tags: brand, branding maven, dan kennedy, direct marketing, influence, liz pabon, liz pabone, marketing to women, mavherick, no b.s., personal brand, small business marketing