“What a Stripper Taught Dan Kennedy When He Was 16 Years Old”
How you doin’? It’s been too long since we talked. This week has been crazy busy for me.
Partly because I’ve had the privilege of standing guard over my 3 year old niece.
If you’re a parent who’s running a business while taking care of a toddler, my hat goes off to you.
Toddlers need you to protect them during all their waking hours and want you to be in sight even if it’s time for you to do “the necessary.”
As a kid I carved pumpkins, and I can still remember having fond memories of the process. So, I went out and bought the little pincess (3 year old speak for princess) a pumpkin and a super goddammit pumpkin carving kit. The kind I never had as a kid.
We were just handed a steak knife and we’re told to have at it. This kit had scoops, 2 different kinds of carving knifes, pokers, and intricate patterns you could trace to make a hellified pumpkin design.
When I saw it, I had to have it. My niece deserves no less. Not on my watch.
While helping my brother watch her today so he could work, I spent probably close to 2 HOURS cutting out a kitty cat design for my favorite little 3 year old. I definitely didn’t anticipate taking that long. And this was after I spent close to an hour the day before cutting the pumpkin open, scraping and pulling out the muck, separating the seeds and roasting them for the pincess (which she loved by the way).
After spending the early part of the week finishing the Clayton Makepeace “Online Profit Multiplier” report, working on other projects, and watching her, I was highly tempted to wait till next week to talk to you but I said “Fuck that.” I miss you and had to let you in on a little bit of pure platinum I indulged in today.
Rare Footage Relayed For You About Stripper Wisdom
Today I wanted to share with you some notes I was taking on Dan Kennedy’s Bonus Day-After-The-Seminar Session he did all on “Increasing Price” during the 2008 Super Conference Weekend and what he learned from a red haired, long legged, “Pole Jockey.”
It all began with curiosity.
During high school Dan had a teacher who owned a bar and hired him to work there. This is what gave him the proximity to a “Dancer” as otherwise he was barred from setting foot in an actual strip club.
Naturally, with meeting a honest-to-goodness “Entertainer” the intrigue was at maximum overdrive and Dan being Dan was interested in some of the aspects of her occupation.
They got to talking and she started telling him about her 20 minute act where she comes out on stage and removes one piece of clothing at a time. And how she starts with a lot of items ultimately winding up nekked.
So, he popped the idiot/brilliant question…
“Gee, if people are there to see you naked, why don’t you come out naked for the whole 20 minutes?”
Seemingly that’s what the people are there for, right?
She said, “Well boy, they give me money for each item of clothing I take off to encourage me to take off another article of clothing. So… you do it a little bit at a time and you get more money for doing it.”
After a few minutes when his mind was functioning again because at 16, the blood doesn’t divide between both heads at all, Dan says to himself, “I’m gonna make a note to myself about this.”
So he made the note and still has it. Here it is…
If you march out there and let them see it all for free you won’t get any money.
Free is generally a bad word.
The main context Kennedy is referring to here is in the aspect of quotes. When he started running his manufacturing business he came to the conclusion they were in the “Quote Manufacturing” business. Everything changed when they started to charge for those same quotes.
I think he picked this up from a man he’s modeled by the name of David Sandler, creator of the Sandler Sales System. Dan turned me onto to this guy in his Renegade Millionaire System and I love him for it.
Sandler was all about doing the opposite of what traditional salesman did. Part of that mindset involved telling people there was a fee for quotes. You’ve got to pay to play.
He’d tell people he wasn’t in the quote business so that if any of his time was going to be spent putting one together, he’d have to be paid for it. And if they decided to go ahead and do business with each other the price of the quote would be deducted from the fee they agreed to.
This shut down a lot of the looky loo’s and people who can’t say no. People who aren’t serious about solving their problem at this moment. Time wasters.
Dan also recalls learning about charging for what most people give away by working in a bar while in high school This was a bar that had a cover charge. People paid to get in to pay.
Why doesn’t this apply to any business?
Darin Garman, one of Dan’s long time clients, sells commercial real estate to investors in the heartland of America, mostly to people not there. Most of the clients live in New York, California or Florida.
In order to buy from him you pay a $9,700 fee.
He’d recently tested a $19,700 premium fee to make the $9,700 fee seem reasonable and people are paying it. Online. And keep in mind he’s making a full commission on the properties.
Obviously these are affluent investors. The higher up the affluence scale you go, the more accustomed they are to paying for access. The lower down the ladder you go, the less they’re accustomed to paying for access.
Part of how you get premium level fees is by disclosing what kind of client you want and what kind you don’t. Who your business is for and who it isn’t for. You have to set the expectation for high quality for there to be a way for the affluent client/customer to discriminate in your favor.
The more affluent a person is, the less they want to be where everyone else is permitted to be. So this means it’s gotta be somewhat difficult to get in the door which means there has to be some clear definitions of who’s supposed to walk through that door and who isn’t.
Some version of “This isn’t for everyone” should apply to EVERY business
It doesn’t matter what your selling or what anyone else is doing.
Almost everyone does something in their business that they charge for. People feel compelled to do this as a means of getting business or as a part of fulfillment. You don’t have to.
What is it that you’re not charging for that could bring you higher qualified leads, which would result in you having higher paying, loyal, rabid customers?
Something to think about.
Talk to you soon,
Note Taking Nerd #2