One Of The Best Success Parables Ever Crafted…

By: Dan Kennedy on: December 5th, 2013 9 Comments

Every year about this time, as I bump into Santa in a shopping mall, I think about motivational speaker Glenn Turner’s Santa Claus story.

It’s one of the best success parables ever crafted.

While it’s told much more artfully than I can hope to  summarize here, you’ll be able to get the gist.

Turner talks about being a boy in a very poor family, and each year asking Santa for whatever his cousins (in a much better off family) asked for.

One year they both asked for a pony. They got a pony and he got hand-me-down clothes and apples. The next year, thinking he must have done something wrong the year before, he carefully copied his cousin’s letter to Santa word for word, asking politely for a bicycle. His cousins got bikes and he got hand-me-down clothes.

Then he tells of going out behind the barn, with tear-filled eyes, but a rage-closed fist raised to the sky as he said, “Okay Santa, if that’s the way you want to play it.” And then he says he set about being his own Santa Claus.

Hopefully the points are obvious: most people childishly rely on others to give, to appoint, to authorize, to promote, to grant permission, to set their life agendas for them.

Only comparatively few accept full and total responsibility to be their own Santas and grant their own requests. In other words, they take matters into their own hands.

There isn’t any fat guy in a red suit coming down your chimney to bring you that Mercedes you’re lusting after or that fat retirement account that’ll guarantee your security or that independence you’ve been dreaming about.

However, a guy with mostly white hair wearing a No B.S. sweatshirt and his master elves arrive each week with a sack full of strategies, examples, and information you could use to get pretty much anything you want that money will buy…

If you are interested in becoming your own Santa this year, here’s what I recommend you do:

1)      Examine all of your marketing. This might seem a bit obvious, however, each year small business owners repeat the same type of advertising, hoping for different results but getting the same miserable results as the year before.

Review every marketing campaign. Track results. And determine what’s working, what isn’t and what is working but could work better. Here’s the tricky part. Just because you tried something and it didn’t work, doesn’t mean the media doesn’t work. It might just mean your approach didn’t work.

2)      Invest in making yourself a better marketer. Schedule time to study marketing every day. (Tweet this!)

The top GKIC members carve out time each month to comb through their No B.S. Newsletter—considering it a mini seminar delivered by mail. They invest in coming to GKIC events because they know their return on investment will be far more than what they pay to go…in both time and money.

If you have a stack of unread materials, set aside time to read and study them. Pick at least one thing out of your No B.S. Newsletter to implement in your business each month. Even implementing just one thing can have a huge impact.

Attending events can also provide a superior catalyst for success.

3)      Emulate the right people. The key to success in ANY business is to study and learn what top marketers do to make money from their marketing…and then implement that in your business.

Being a top expert in your niche doesn’t guarantee success. In fact, I can give you a list of many experts who have failed in business. Most often it’s not because you’re not good enough at what you do, it’s because you’re not good enough at marketing what you do. Couple that with copying people who are the best at the “thing” they do, but aren’t the best at marketing, and you are setting yourself up to fail.

So what’s it going to be… are you waiting for Santa….or are you your own Santa?

P.S. – Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.



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. emilia says:

    excellent article and well written, but thats what i expect from you Dan! Just wish you had a centre in the UK!

  2. Michael says:

    great article dan. keep em coming! as a new gold member i took your advice about “publish or perish” seriously and am wrapping up the 1st draft of my 1st book, and am working on the marketing to get a free copy of this book (once completed) to my prospects hands. oh, and great gold member audio with dr. burleson, which told me i was on the right track! thanks again “santa!”

  3. Duncan says:

    Mr K

    That, my friend, is a great post. One of the best things I did recently was completely go back through my auto responder series and study it then fix. I had gaping holes in it. Fixed some links, rewrote headlines, added emails that gave even more value then reset my list to start over again at #3. Evil trickery? Perhaps. Smart marketing? 100% yes. Resulted in a fresh new stream of money trickling in every day. Your post today is awesome. I’m gonna keep refining and fixing and making progress. Now I need to get fitted for my nice red suit and beard for the 25th.

  4. Chris Lang says:

    I much prefer Dan Kennedy’s story of the guy knocking at this door again and again. Thinking he was a salesmen, Dan ignored him. Finally Dan realized that what the guy pounding at his door was there to tell him. Dan saw that his back yard was on fire. Having lived 24 years in Ahwatukee AZ, I can totally relate to the yard on fire.

    I read this in my first week online in 1999 and it has stuck with me now for over 15 years in business online. Cheers Dan!

  5. Chris Lang says:

    Opps! I fat fingered the keys and my URL is corrupt above. If you could, edit my comment above to reflect my link correctly and delete this comment? Cheers!

  6. Bill Covert says:

    Speaking of Santa Clause… I got a gift today by a member of GKIC. My family and I were vacationing in Orlando, and left for Boston today. We arrived on-time, yet the security line was crazy long!

    We were down to 20 minutes before our flight left. I looked at the couple in front of us and noticed his book bag read “GKIC.”

    We realized the couple was from Seattle, WA through conversation, and that he had just attended a 2 day event. They quickly sprung into action upon learning our flight was in 20 minutes. He asked the people in front of us if they wouldn’t might us going in front of them.

    All the people immediately let us through, and allowed us to add a minute or two to their line.

    How cool is that!!!!!

    We quickly made it through security, jumped aboard the airport mono-rail, and made it to our gate. As we were running to our gate, the gate-keeper was calling our name over the PA system… “final boarding call – we need Covert party of 4 to report to the gate.”

    Thank you couple from Seattle!!!!! I hope you read this… you saved us for sure! We arrived in Boston, and are on the bus ride back to Portsmouth, NH now. Thanks!

    Bill Covert

  7. Okay,
    so I´ll take your counsel and be my own Santa, meaning. I will promote my artbook “Giardino delle Poesie” , “Garden of Poetry”.
    No idea if anybody will ever read this comment, but if yes take a look at or mail to and discover more about that incredible artist (Me:-)

    As the holiday season has started you might still be looking for an extraordinary present for family, friends customers or business partners.
    What shall I say else? People like this book and you will make an excellent impression for a modest price:-)

    Looking forward to your answer
    Don´t hesitate
    With kind regards
    Wolfgang Sandt

  8. Karleen says:

    Thanks Dan for the great post. I’ve been dabbling in internet marketing for awhile now, but I’m afraid I was one of those you mentioned under Examining all of Your Marketing. I kept doing the same thing over and over, hoping for different results.

    I have now basically started over and am going about it differently, hoping for much better results!

    Studying and emulating the successful marketers out there really is the best way to learn. They have put in much more time and money than most of us have getting to where they are, so it’s always to our benefit to take a look at what they’re doing. That way we don’t have to make so many mistakes and get discouraged.

  9. John Cameron says:

    The Santa analogy is great.
    Your 3 recommendations are excellent


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