Are You Hunting In The Wrong Place?

By: Dan Kennedy on: March 12th, 2013 9 Comments

I’ve been in the advice dispensing business for 40+ years.

Throughout my career I’ve been paid millions and millions of dollars by CEO’s of Fortune 500 companies, entrepreneurs, small business owners, even my peers, professional speakers, authors and consultants.

Whether the economy is good or bad, I remain fully booked and in demand.

On occasion I have run up against ‘professional norms and guidelines’ dictated by some association or certifying organization, and had my fees and the fees I recommend others charge criticized. Some say they are unethical, some say they are impossible to receive.

Nevertheless, I’m fully booked with demand left over.

And people I’ve guided routinely command premium prices in return for their products and services.

I’m not telling you this to brag.  My ego doesn’t need the boost.

I’m telling you this to let you know that these sort of opportunities exist and are there for the taking by people who may have never dreamed they could command such, “aggressive compensation.”

And at no time is it more critical than right now thanks to the rising costs of marketing and customer acquisition and the overabundance of marketing streams fighting for people’s attention.

Right now you may be asking yourself, “Given the habits of consumers seemingly flocking to pay the lowest price is it still possible to find consumers willing to pay top rates?”

It is, I assure you. In fact, I guarantee that hugely valuable customers exist for every business. It may just be you’re looking in the wrong place.

The truth is if you lack the kind of customers, clients or patients I’m talking about, you are most likely lacking specific customer focus and using ineffective approaches that are dangerous to your business’ long-term survival.

Amir Karkouti, owner of a successful group of restaurants in San Diego and an author, speaker and mentor to other restaurant owners wrote this letter…

“It wasn’t that long ago that my restaurants were going to fail and I was losing hope. I spent the last money I had to go to the SuperConference, and I went home determined to utilize everything I learned from you and all the other marketers. I went straight to work. I got lists, created letters, improved my copywriting. I realized that my business wasn’t failing—I was failing at marketing it.

Amir says since that time his restaurants are booming. He’s been written up in publications, began speaking to and coaching other restaurant owners, and written a book on how restaurant owners can market their business to explode their profits. He developed a Marketing System that includes a turn-key, automated email marketing program, the “4X2 SECRET”- which brings customers back 4 times within 2 weeks and The Restaurant Sales Letter Template.

Amir used specific-customer focus—targeting the right customers—and combined that with effective marketing strategies to get him out of peril and onto a prosperous path.

Any business owner can attract higher value customers and clientele. Ask yourself, if you could double your net profit, without getting any more customers, wouldn’t you want to do it?

PS: The key word in Info-FIRST Marketing is: marketing – and I mean it. This is a place for copywriters; for direct-response copywriters. For entrepreneurs who do their own copywriting. For people who set out from square one to put together media and tools cloaked in content, but purposed to move a potential buyer forward in measurable steps to a purchase. For people who keep score with customers gained, sales made, price elasticity and profit margins, speed of customer acquisition not with raw readership, viewership, listenership, response, views, opt-ins, likes.

Click here and register today for the Info-FIRST Marketing Summit this November 8-10 in Chicago, IL.


Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

9 Responses

  1. Finding out you’re hunting in the wrong places (fishing at the wrong lakes, etc.) is the most important discovery you can make to correct your marketing. That one change will radically alter the future for your business. Thanks for the article. It’s a good reminder: always start by selecting the right market/audience.

  2. Mark says:

    With all due respect Mr. Kennedy, you have offered very little value in this blog post.
    Simply telling us we need to look in the right places for our target customers is something we already know.
    Then to say, come to the super conference to learn more leaves a huge gap… Frankly you could’ve just said that in the email.

    • Mike Stodola Admin says:

      Mark – I’m sure you’re right…for you. One of my favorite sayings is “Knowledge you take for granted, others will pay you for!” While I agree that for anyone who has been around GKIC or “planet Dan” for any amount of time this is nothing new. But since many people reading this haven’t been around this will be new information to many. Also, at Mailbox Million last year Dan said something that he’d said many times before to a room full of people who’ve been around him for a long time…yet many acted as if this was the first time they heard this advice. What Dan said was “Sales people don’t have slumps. Sales people will sell all day long. What businesses have are marketing slumps, where they are attracting bad leads to their sales people to talk to.” Anyway Mark, your feedback is appreciated and accurate for you…but once in a while we need to take a step back and introduce concepts to folks who are new here and build from there. Please keep reading and keep writing in to us and I’m sure we’ll get you some information soon that you can use! -Thanks

    • Jack Austin says:

      Hey Mark,

      I have to agree with Admin. Going to Superconference was not the only idea brought up here. The idea of high-priced fees in a commoditized world was also brought up. Even when Dan is trotting out classics, he gives them a twist and usually provides examples or case studies.

      If most people were held to the standard of “only original content” the world would be silent, even of the reminders we mere mortals finds so valuable.

      Stay in the conversation.

  3. Jesse says:

    So glad I found Dan Kennedy. Had heard his name a couple of times via Frank Kern and Steve Martel (my RE investment coach) but this guy is the real deal. I will keep studying marketing, cuz that IS the number 1 skill (along with sales of course). But marketing gets you the right leads which make sales superfluous (Credit Frank Kern on that one). Going to be a GKIC lifer!


  4. CJ Bronstrup says:

    After 10 lucrative years selling to a profession that was regulated out of business for the most part. Spent 2 years drilling in that dry hole before I realized it was time to move on.

  5. We do many emails and plastic gift cards–modify mailers on purcases

  6. Sometimes you just have to be reminded of the fact to look in the right places for your target customers. Focusing on a smaller number of targeted customers is better than marketing to a bunch of people who won’t pull out their wallets.

  7. Dean R Black says:

    I did this exact thing when I started my house cleaning business 9 years ago I wanted to charge higher rates than my competitors, so I targeted people who were willing to pay for what I was giving them. I set the fee and then went and found the people who would pay it.I charge on the high end for house cleaning but my schedule has been booked for years. No let down because of the ” economy” or anything. I have as much business as I want.

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