If you’ve read my blogs or marketing material, you know my thoughts on Dan Kennedy. First, he’s brilliant. Second, he’s a direct mail marketing legend. Third, even though I sometimes annoy him to no end, I have had the good fortune to be able to collaborate with him multiple times on various projects, including books we have written together.

My time with Dan and his teaching has greatly influenced how I run my company and help my clients.

Today’s blog aims to share some of his valuable guidance with you, my fellow business owner and entrepreneur.

One of the key elements Dan says is a MUST in sales is the Show-n-tell trick. You see this all the time in advertisements. A carpet cleaning service might have before, and after images of a particularly cringy carpet, they made look good as new. A hair restoration doctor who shows a full head of hair where before there was only a bald scalp.

A weight loss commercial with a newly skinny woman, tears in her eyes, talking about how she had high blood pressure and was borderline diabetic and hated the way she looked in her clothes, but now, she loves her body, and she never has to worry about her blood sugar again.

Create drama in your demonstration or presentation, and you add magic to your sales pitch.

If you’re a dentist and want to sell more dental implants, add a testimonial. A story about a woman who hated to smile because she was missing teeth and knew people judged her for it. Talk about how you restored her teeth with dental implants, and now she smiles freely all the time and looks ten years younger because of it.

Another important element of sales magic is the power of analogy. Most people prefer certainty and hesitate to try new things. Analogies bridge the gap between the unknown and the known, providing an 'aha moment' of understanding and clarity for your prospects.

Some examples of effective analogies might be.

For a travel agency… Booking with us is like having a passport to a world of experiences. Our travel packages are your magic carpet, whisking you away to explore new cultures and create memories that last a lifetime.

For a financial service: Investing with us is like planting seeds for your financial future. Each investment is a seed, and as time goes on, watch your financial garden flourish with the fruits of wise financial decisions.

Or…

For a Learning Platform, Learning with us is like having a personal tutor in your pocket. Knowledge is your trusty sidekick, ready to help you on your educational adventures wherever you go.

When you combine the show-n-tell and analogy elements into a sales message, the results are…Magic.

Now, here's where the real magic happens for you. Russell Brunson has compiled Dan Kennedy’s marketing techniques in one place for high achievers like you. Go to www.kennedyfunnels.com for Dan's podcasts, blog posts, sales letters, and genius marketing content.

Russell Brunson credits his 100-million-dollar company to a single fax from Dan Kennedy years ago. Imagine what full access to this killer sales and copywriting content could mean for you. Now stop imagining and go to www.kennedyfunnels.com. The keys to the magic are waiting for you.