The Way To Certain Success

By: Dan Kennedy on: December 29th, 2010 7 Comments

Align whatever it is that you sell, regardless of its price or its prospective buyers, regardless of media used, with the timeless, most fundamental motivations for parting with money. Fight the temptation and tendency to slip into selling based on your product or your service or your credibility — sell based on what actually motivates people to buy.

Fight the temptation and tendency to believe your prospect or client is overly sophisticated or intellectual or analytical and requires a more factual, logical, ‘high brow’ or professional sales approach. There is no such prospect or client.

Fight the temptation and tendency to insist your business is different. It isn’t. None are. Evaluate every word spoken or written, to be sure you are talking in the language of what people really want, what really motivates people to buy. Do no ad for men’s suit, luxury car, blue pill, red haired dog, private banking, investment in Macao, $10.00 child’s toy or 10-million dollar software system without talking in terms of what really motivates people to buy.

… hardest, longest, most diligently, studiously, aggressively, continuously at sharpening your skills at organizing words in a way that motivates people to part with their money. If you must be a nincompoop about some things, don’t let this be one of them. If you are to be a world class expert in any thing, let this be it.

Supposedly, I am a distant relative of philosopher Ralph Waldo Emerson, generally credited with the now hopelessly antiquated “Build a better mousetrap and the world will beat a path to your door.” Here is my new version, never antiquated, never to be antiquated:

Assemble the right words that truly motivate people, and deliver them by some effective means, and the world will open its corporate vaults and private piggy banks to you.

In short, what we work on most together, through every means: newsletters, recordings, telephone seminars, personal coaching, meetings, boot camps….the No B.S. Marketing Letter, Gold+, Look Over My Shoulder, a newsletter marketing to the affluent, etc., etc., is what you should work on most yourself, invest in most yourself. Be cautious of distraction. Be cautious of feeling bored with digging up the same ground again and again.

Beware siren songs of some easier way. Stick to the only skill certain to produce success, in any century, at any time, in any place, in any environment, in any economy, with any clientele.


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

7 Responses

  1. Jeremy Reeves says:

    Good stuff Dan…

    … and SO powerful for the person who actually takes that advice and puts it to good use :)

    Jeremy Reeves

  2. Mark Turner says:

    The big question, of course, is what DOES motivate people to buy? There’s certainly a big emotional component, which runs counter to my own sales-resistant analytical mindset. Finding the right words to trigger customers to invest is hard. Just as any quality writing is hard.

  3. Rob Anspach says:

    …learn those triggers that motivate and you will always have customers banging down your door to buy from you regardless of price.

  4. So thankful to be a follower of Dan Kennedy. We’re taught to work hard to provide a quality product/service, but sadly that doesn’t make success certain.

    To Mark: It’s much easier than you think, if you study the right (Dan Kennedy’s) teachings.

  5. Donna Kopf says:

    I feel like “distraction” has been my middle name lately. Time to add another index card above my work station. “Avoid Distraction!”.

  6. Ed Fowlkes says:

    There ya go another nugget of wisdom from the master. Thanks, Dan! It’s like you read my mind. I’ve had soo many “opportunities” put in front of me recently that it’s hard focus on my primary goals. Thanks for the reminder, Sir!

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