Lately, I’ve been thinking a lot about the LAST recession.
The 2002 fiasco that followed 9/11. I had just subscribed to Dan Kennedy’s NO BS Marketing Newsletter at the time. And in my first issue, learned something that changed my entire life.
In fact, DK’s lesson has been my constant companion.
A “friend” that’s guided me through some pretty scary times.
And has kept me out of a LOT of trouble.
Anyway, what was the lesson?
The life-or-death importance of having the ability to produce.
It’s DK’s contention that if you cultivate your ability to produce, you will never have to worry about moolah.
Never have lasting financial anxieties.
And that you will, in fact, be part of a VERY small group who makes things happen — even if you have to drag the rest of the economy along with you to success.
It was an extremely inspiring piece.
And it was then when I really got SERIOUS about learning to sell.
I started writing out ads in my own hand every day — regardless of how boring the task, or how tired I was. I made it a habit to read and re-read (at LEAST 10 times) high ticket products I bought. And, even more importantly, I stopped worrying so much.
Because I just KNEW that by developing my ability to produce (in my case, to sell) everything would come out okay in the wash.
Yes, things would be bumpy and I’d have setbacks.
But I knew everything would take care of itself in the end.
And guess what?
Now that we’re hip deep in an even WORSE recession, I got this bug to pass Dan’s life-changing lesson on to you. To reassure you that, no matter how “hairy” things get, if you hone your ability to produce, you got nuttin’ to worry about.
Your ability to produce is the most valuable skill you can have.
The ultimate asset and investment.
Treat it like a proverbial “money tree” — water it, care for it, and let it GROW — and you’ll inoculate yourself (like a vaccine) against all the poop about to hit the fan.
Ben Settle
P.S. You can take your ability to produce to whole new levels by studying those who already have this ability.
My Copywriting Grab Bag book digs deep into the “mindsets” of everyone from A-List copywriters Doug D’anna and David Deutsch… to mega successful “kitchen table entrepreneurs” like Doberman Dan Gallapoo and Terry Dean… to old school direct marketers (who were selling in print long BEFORE dirt-cheap email) like Ken McCarthy and Mike Winnicki.
The book is launching next week — probably Tuesday.
You can read about what’s in it here:
If you bought the previous version, send me your receipt and you can get the book a “wholesale”.
{ 10 comments }
DK’s newsletter is awesome. Excellent Direct Response copy lessons. Great perspective on developing a “skill” (in this case to sell) will always help you in any economy.
All too often people try to do too many things at once, instead of training and educating themselves, thereby increasing their value and improving their skillset.
Thanks
Kurt
Hey Kurt, aint’ that the truth. Some of those older DK newsletters are more valuable than entire high ticket info products I’ve seen.
Ben
Ben,
You certainly have a way of peaking my interest and making my curiosity go wild. Feels like an explosion going off inside of me. But DK’s wisdom will have to wait, until I have the new “Copywriting Grab Bag” in my hands.
Until then, I will settle for the continuous reading of your blog and studying everything I have thus far. There’s only so time and much moola to go around.
Shirley Bass
That’s okay Shirley, I’m not even sure that newsletter issue would be available anymore (although ya never know).
Ben
Hi Ben,
I stumble your articles in ezine article, and it really got me into reading all those article you wrote, i started posting your articles on my site and giving thoughts about it, I really love reading your stuff… simple english with great explanation.
I’m going to get your book next week, I’m sure you are the second guy I read stuff on next to Gary Halbert….
TheBadBlogger
Glad to hear it, man — and hope you love the book just as much, it’s got some really cool info in it (of course, my opinion is biased hahaha)
Ben
Hey Ben,
Thought you and your readers might like to know about this.
For anyone interested, Kennedy put together what he called “The Ultimate Collection of No B.S. Marketing Letters”. These are all the newsletters in one place going all the way back to 1999 to 2004.
I have Volume 1 of 2 and Volume 2 of 2. I’ve had them for a while and I don’t remember if they sell em on his site but if you’re a fan of the newsletter this product does exist and is well, well worth the investment.
Especially if you’re looking for a newsletter to model so you can build a high powered client/customer attractor for yourself. You just need to look past the entertainment and marketing tips value and ask yourself…
“Why has he been using this segment for years?”…
“Why did he stop doing this?…
“How does the structure of the letter feed his ascension model?” and on and on.
You get the picture.
Coming to the topic of your post I thought about this quote and I thought you’d like it.
“When I am through learning, I am through.”
Hall of Fame UCLA Basketball Coach, John Wooden.
Talk to you soon Ben,
Note Taking Nerd #2
http://www.mynotetakingnerd.wordpress.com
That’s AWESOME.
People have been asking me how to get older DK newsletters (I wonder if the one I referenced is in that collection? It was the September or October 2002 issue.)
And that one in particular.
Ben
Hey Ben,
It’s September 2002, back page, continued on Page 7.
He’s uses the financial set back of his divorce to help make this point. In his words…
“As you might imagine, in addition to the traumatic change in my personal life, future, emotional well-being, the divorce has dramatically and substantially altered my financial position. In short, I was financially secure. Now I am much less so.”
Thank you for inspiring me to hunt it down Ben. Re-reading it has pounded the lesson you wrote about even deeper.
Talk to you soon,
Note Taking Nerd #2
http://www.mynotetakingnerd.wordpress.com
Hey, it is interesting that you are bringing up this article- I remember reading it back in 2002, and thinking it was one of the most profound and practical pieces of advice I had gotten from Dan K.
Thanks- Mike
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