What Can You Learn From The Top 5 Lessons I Picked Up From The Dan Kennedy’s Lords Of List Building Seminar?

At this event Dan Kennedy asks everyone in the crowd to stand up who’s been with him 5 years, then 10 years, then 15 years and then 20 years. He’s got people still standing when he gets to 20 years which of course gets applause.

Is your list happy with the relationship you have with them?

That’s what these 5 lessons are about – what it takes to keep your list interested in you over the long haul.

The value of your list has to do with how long your people stay with you.

And the most important thing to know about that is that every member of your herd is losing value today as you sit there unless you do something today to increase its value.

Relationship, which is the real value factor, not the fact that you have a list, not the size of the list, not even the make-up of the list, the real value factor is the relationship you’ve got with them, their perception and sense of it, their valuing of it is not a static asset.

You don’t have to go very long, doing very little to sustain it before it’s dead all together. So you go to all the trouble to get ‘em and then ignore them for a few months and you might as well not even got them in the first place.

Here are the 5 factors that determine the value of your list . . .

1. Affinity – a sense of belonging and pride at being attached

Dan talked about a sports bar in Phoenix that was dedicated to Cleveland Browns and Pittsburgh Steelers fans that was divided right down the middle and that during those games they’ll show up in their colors and be throwing beers and yelling at each other across the room.

Sports fans have enormous affinity and enormous pride of attachment.

You want the kind of relationship with your herd that the Steelers and Browns have with their most ardent, passionate, fan has with them.

2.  The Attachment To A Person/Personality

There are business arguments for not doing this.

Most of the arguments for being institutional vs. personal, do not apply to you (he saying this to full auditorium of people at his info-summit). And I would make the same observation to you as a nerd fan.

There is the argument of, “What happens when you go to sell the company to a big, giant dumb company? Is this going to get in the way?” Dan Kennedy says it doesn’t apply to most of the audience and that it’s not as big of an impediment as most would make it out to be if they ever got into this position anyways.

A personality business is infinitely easier to build and infinitely easier to build herd value in than is a non-personality driven business.

3. Interests

Are you continually, personally interesting to your herd?

Are people living vicariously through you? Do you do and say things they wish they could or won’t? Do you go interesting places? Do you meet interesting people? Do you have interesting experiences? Do you buy interesting things? Do you have interesting opinions?

Do people trust you? Do they admire you? This attachment to you as a person is extremely valuable to the value of your herd.

A way to measure how well you’re doing this would be based on how much correspondence you’re getting that’s citing their personal matters or they’re relating to personal disclosures you’ve made to them.

Dan Kennedy feels the best feedback is when someone tells you how you’ve done a perfect job of describing how they’ve been feeling.

4. Are you on a mission?

People tend to want to be connected to and involved in something that has a higher, more meaningful purpose than just growing their business, making more money, and business transactions.

Mission is extraordinarily important but often ignored.

5. Frequency

Coming back to the belief system that your list is either gaining or losing value every single day, begs the question of how frequently do you need to be showing up in their life?

The Answer: Daily

Remember, there is no neutral. They’re either moving up or down in value EVERY SINGLE DAY.

This means that if your primary connection with them only occurs once a month, you’ve eroded their value for 29 days and are now in the hole with them.

No matter what religion you pick, the commonality in all of them is that they try to get everyone to a meeting once a week. There’s a reason for that. They need the frequency in order to increase the value of their follower.

Frequency is HUGE.

With Kennedy’s business there’ s 1-4 newsletters a month, there’s a gold CD and letter, there’s a diamond CD and letter, there’s the email, there’s the weekly fax, there’s a couple of books a year, there’s the blog, there’s all the online media, there’s six major promotions a year, there’s events, and there’s the catalog.

They’re touching their members 279 days out of the year.

If you go look at most info-marketing businesses, this isn’t the case. You don’t go more than 2-3 days without Kennedy at least making an attempt to touch you.

So there you have it, the 5 top lessons from the Dan Kennedy List Building Seminar.

Go put them to use.

Talk soon,

Lewis LaLanne a.k.a. Note Taking Nerd #2

PS. If you want the full 42 pages of notes on how Dan Kennedy, Ryan Deiss, and Frank Kern gave on how to build a list of perfect prospects who are eager to give you money plus the 63 pages of notes from Dan’s $12,000 event where he talked for 3 days about how to write so that people become die hard loyal fans of yours for 5, 10, 15 years or longer, just click here to get your hands on them <—– 

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