10 Commandments of Magnetic Direct Response Marketing with Darcy Juarez

Hi I’m Igor Kheifets and this is the List Building Lifestyle, the podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures, travel the world and help people improve their lives in the process, this podcast is for you. I also invite you to claim a free copy of my best selling book, the List Building Lifestyle Confessions of an Email Millionaire at igorsbook.com. Get the free book plus $3,000 Bonus packages includes my best capture page templates, email swipe files, and traffic blueprints. Visit www.igorsbook.com for details. And now it’s time to claim your list building lifestyle.

Igor Kheifets  0:52  

Welcome back to the list building lifestyle. I’m your host, Igor Kheifets. And today I’m hosting Darcy Juarez, who is the Chief marketer at the magnetic marketing universe. She recently co-authored a book, another one I believe, with Dan Kennedy, my all time favorite, if you will guru, a big Dan Kennedy fanboy. The book is called No BS direct marketing, to non direct marketers, I highly recommend you get your hands on a copy, which we’ll share with you how to do that, at the end of this episode. Now, Darcy is actually has 18 years experience as a coach as a marketing consultant. And she’s been behind some of the biggest launches that you’ve seen out there in recent years. You probably haven’t heard the name, but you’ve definitely seen her work. So that’s why I wanted to get her on the list building lifestyle and shed about some of the advanced marketing techniques that are driving the marketing world today. So Darcy, thank you so much for making the time to do this.

Darcy Juarez  2:02  

Absolutely, thank you for having me. So excited. My favorite things to talk about.

Igor Kheifets  2:06  

Yes. You know, sometimes it’s funny how I just came back from Perry Marshalls, a definitive AI seminar and it’s like, for hours, you can geek out with somebody like who truly gets marketing like you can just go on right?

Darcy Juarez  2:24  

Yep. Yeah, Perry gets it. He’s, he’s great. Yeah.

Igor Kheifets  2:27  

And Perry’s got an interesting vibe. I never hung out with him in person until this event, and he’s a deep thinker. Let’s put it that way. Thinks real deep. Now. So today, let’s talk about marketing. We are here as digital marketers on this show. We don’t do direct mail. Unfortunately, we’re pretty much living in the email world, so to speak, however, all the marketing principles apply. And that’s exactly what I want to chat about today, with the emphasis on the word principle, rather than tactic. Because while tactics may change, and technology may change, the principles are timeless, which is why I’ve always loved Dan Kennedy stuff, because it doesn’t even matter like I have. I have a program he released a long time ago back when it was released on tapes. I think it’s called A to Z info marketing. And I was listening, re-listening, you know, to the program, maybe two, maybe three years ago, right. And it’s like, he still refers to DVDs and CDs and this and that. But principle wise, it’s like, go and implement, like the things he talks about. Just you can go and you can implement just like that.

Darcy Juarez  3:41  

Yep. Very true. Yeah, we love that. We love that thing. Right? What Dan said 40 years ago is still applicable today. You change the tactic out, you know, you replace a yellow page with a classified ad and, you know, like a digital classified ad, and it is the same thing.

Igor Kheifets  3:56  

Yeah, yeah, absolutely. So let’s talk about principles. You obviously co-authored, I believe, more than one book, or am I confusing you with somebody? You co-authored through the non direct marketing that the direct marketing to non direct marketers, did you co-author through any other books with them? No,

Darcy Juarez  4:12  

but I’ve been featured in some of the other books. But this is the first one I’ve co-authored. Right.

Igor Kheifets  4:18  

So in that book, if, if my memory serves me right, you, you and Dan, you guys, talk about commandments, and I love those. So can we maybe go over some of them? Obviously, we won’t have time to go deep into all of them. But some of your favorites perhaps?

Darcy Juarez 4:38  

Yeah. Oh, sure. Yeah. So the book starts off and talks a lot about the 10 commandments. And because when you’re learning something new, like I think this is the hard thing, right? But when you’re learning something new, where you’re trying to understand the principles of things, although wishy washy and like maybe it could go this way, maybe it can go that way. Well, sometimes you can do this, sometimes you can do something that is really hard for somebody who’s new to somebody who’s just kind of learning something. So what Dan did, many, many years ago was he created these 10 commandments that, that dude, if we don’t, if we don’t deviate from these 10 commandments, like your business is almost guaranteed to double, just by following the 10 commandments. 

And then once we talked about in the book, but then then once you’ve gotten it, so this is the hard thing when people see like advanced people, or people who have been doing this for a long time, where they do deviate, right sometimes, and they do know that, hey, sometimes I go this way, sometimes I go that way. But when they learned it, they stuck to it, we call it also a, you know, a direct response to diet. And so when you’re dieting, you’ve got to, you’ve got to give yourself these boundaries, you got to give yourself these rules. 

So these 10 commandments really, really kind of provide those, those guardrails for somebody who’s just learning this. So now some of my favorites. So my absolute favorite is rule number six, which is thou shalt, there shall always be follow up, which, when I do like multiple boot camps, and I talk about this all the time, right for days on end, but the one thing, one of the things I tell people is if you took with your business where it’s at today, and if all we did is we added the follow up marketing to places where you are only talking to them once or saying something and then assuming they heard you, or assuming so a couple of other things like if you if you remove all assumptions from your marketing, you will automatically be better because we everywhere we go about it, we make assumptions, we assume somebody is going to see a phone number and know that they’re supposed to call or see a link and know they’re supposed to click on it or off late, see a QR code and know they’re supposed to do something with it. 

And it’s as little as literally by that QR code, you need a little headline above it that says, you know, point your camera at me and click on this and then do XY and Z. And so when we add those instructions, when we add that follow up, we can double and we can triple our businesses kind of just by doing that. So that’s one of my favorites. And then the other one. Rule number nine is that is the only thing that counts our results. So your opinions, your family’s opinions, your friends opinions, your dog’s opinions, they don’t matter, the only thing that matters is results. And so we’ve got to one, we’ve got to you know, we’ve got to bypass the learning, we’ve got to bypass the informational intake, and we have to act on that information. Because until we have data, until we have information to act on, we can’t, we can’t make adjustments. So when we say fail fast, it just means that like, hey, some things are gonna fail. And the faster we get that stuff out there and the faster we have results, positive or negative results, the faster we can make a change and in, you know, in today’s environment, the ability to split test the ability to, you know, the advancements that all the technology have given us make this so easy. And yet, most people still don’t do it. You know, most people we can, we can use all the software there to split tests, our headlines have split tests are our links to split tests, our call to action buttons, and yet we don’t spend a lot of time doing that. t

And so yeah, So rule number nine, though, really is thou shalt there shall be check tracking, there shall be met Oh, sorry, I’m mixing these two up. Rule number nine is that old results rule and so only the results count. And we get excited, right? Like, I’ve done this now for so long. And I fell into that same trap, I got excited about something, I sent it off to some friends. And I was like, Oh, my God, you know, check this out, look at this, right? And all I get back are, ah, why would you send that out? I can’t believe you’re gonna do that. You know, my mom’s like, I can’t believe you published a book without being edited yet. And I was like, but it’s gonna make me money, I needed it faster, right? 

I can go back and I can edit it, I can fix this, I could do this. But if it just sits on my desk, waiting, it’s never gonna make money. And so. So rule number nine results. And then I believe it’s rule number four is there shall be tracking and measurement and accountability, which is the driving force behind the difference between direct marketing and non direct marketing, which if you take direct marketing kind of at its face, right, it’s that there is a direct action that happens from your marketing. And the only way we can have a direct action is if we know that there is a result. So we like to say we want to send every little dollar out and we want that little dollar to go make friends. And we want it to bring their friends back with them. So for every dollar we spend in marketing and advertising, we want to make dollar Plus come back to us and the only way we can know that is if we have tracking and we have measurement. So that’s kind of a quick little overview of three of my favorite rules, but all 10 of them. Totally applicable. 

Igor Kheifets  9:49  

I know I liked that you mentioned opinions because it happened to me more than once at this point where the opinions were confusing. Let’s put it this way. Like even after doing this for a long time, I remember a few months back, I think it was in August, I launched a new offer, like the author format was nothing like I’ve done before. It was a low ticket. I think $17, $27 For a five day bootcamp like I’ve never done this sort of format before. And I remember launching it, my goal was to get 400 people into the bootcamp and it was only going to my list, no, no paid advertising. And I belong, just like any advanced marketer, if you will, who wants to stay on the cutting edge. I belong to masterminds with other really smart marketers and business owners. And I created the page, I launched it, and I then went to the mastermind, I posted it, and I said, Hey, guys, so this page, like, what would you say? What do you say? Are you changing anything? You know, let me know. And you know, I launched it right. 

So I’m asking this after the fact, kind of like you with your book, launch the book before getting it proof read, because, you know, typing, you know, typos won’t matter. It’s the sales that do Right, right. And so I instantly get feedback from like five members of the mastermind, and I get basically a checklist of all the things that they want to change, change this headline, change this, your color is off? No, you shouldn’t place the button here. No. And anyway, like a laundry list of things I desperately need to change, right. And again, this coming from a bunch of really smart people who have made millions and millions of dollars doing direct marketing on the internet. And lo and behold, within a day, I believe we had something like 90 Something units, and the page was converting at, if not over 10% and close to 10%, which is great for, you know, for that kind of page. 

And that kind of offer in my opinion. Yeah. And, you know, if I just listened to all these opinions, and I would be like, No, I can’t launch this, I need to change my headline to change the structure, I need to move the button. You know, I’d still be, you know, trying to launch it. If I listened. Yeah. So, but that’s just, that’s just half the story. Because that’s one type of opinion you can get when you’re already going right when you’ve already got up and running. The other side of that story is, I think, more devastating to marketers because I was speaking to a mastermind, and I was chatting to a guy who has a business teaching strategic thinking or strategic planning. He consulted for the pentagon, like a very smart guy, right? 

And I told him, like when about to say I told him as well. So he basically was reluctant about running any sort of paid media, or any kind of funnels at all, he only operated based on referrals, because his wife was against it. Yep. You know, and I find it like, as somebody who launched his business while he was at the time not a wife, but a girlfriend, you know, girlfriend and soon to be wife was like, against, you know, spending $1,000 on ads here and it whatever. I can completely understand him. But you can’t let that stop. You can’t let your spouse’s opinion on marketing dictate how you operate and grow your business.

Darcy Juarez 13:38  

We had a member you’ll like this, we had a member who created an entire marketing assets, slick looking brochures, a website all of which his wife would approve of none of which would convert. And so he said Look, I know, I know. This is what she sees. This is what she shows her friends and what she shows her family and then here over here, this is what I send out that makes us money. And here are all my direct responses. My ugly looking seeing my ugly looking stuff, the headlines that convert the website landing pages that convert it’s all over here. And then what I give her and what she sees is that it seems like yes, I throw away money. And I buy these slick looking brochures that will do nothing for me but they go nowhere except to her. 

Igor Kheifets  14:28  

Yeah, that guy is smart.

Darcy Juarez  14:32  

Yeah, and he said, You know what, I’m just not gonna fight it. So she approves all that and then makes money because she likes spending the money but we make the money using the principles that we know work.

Igor Kheifets  14:42  

Yeah, yeah. Yeah, that’s a good story. That’s amazing. Very few husbands are willing to be that way though. Like they’re truly kind of timid when it comes to this stuff. Let’s talk about follow up. You mentioned that’s your favorite commandment, Follow up. As an email marketer, I get it. I was just talking to a new friend of mine who’s in the rehab business, he teaches people how to get better after like, low back injuries. And I got on his email list. And, you know, for a few weeks ago I’ve been getting, you know, a couple of emails, like he would send daily or every other day, but there hasn’t been very much like, proper marketing, if you will, like I haven’t. And I again, I told him the same, like, I haven’t seen any campaigns and special offers, and your deadlines, any events, any, anything that’s different? It was, you know, so Well, he is better than most in terms of follow up, because most people don’t follow up at all right? As somebody who helps people build lists, I see it all the time. You know, I can build someone a list, and then all of a sudden, two months later, they come to me, and it’s like, you are moving to get money. I was like, Okay, how many emails that you send out? Well, none. What did you pitch your list? No. Did you email your list? No. Why? I don’t know what to email them. I’m afraid they’re gonna unsubscribe. I mean, so people will have all sorts of like, preconceived notions about follow up. Like, what would you tell those people? How would you overcome this block?

Darcy Juarez  16:16  

Yeah. Well, so it’s kind of a loaded question, right? Because I think as you’re, as you’re talking about it, my first reaction is that we got to take a, you got to take a step back, right. So I used to describe it right, your email marketing system, or you know that your CRM or or however you are sending out compiling, and then and then mailing to your list is could be the equivalent of a car. I mean, it could be a Lamborghini, right? It could be a Porsche, it could be whatever type of car you like or it could be, you know, a Ford Escape, you know it. But the key is what you put into it. The key is the engine and the gas that you put into that car as to how fast it’s going to go right? 

And how big it’s going to be and how great it’s going to be. Because in it by its parts a car is a car. And so you’re the one on the list. And then let’s email the list, right is one thing but not understanding what to say to them, what to do, how to create that follow up. There’s a you know, another thing, right, like so. So are one of our big sayings. Our big premise in magnetic marketing is that you want to go from an annoying pest to a welcome guest. And 90% of the marketers are annoying pests. And it’s because 99% Yeah, I’m being nice, right? 99, but it’s that we don’t, we don’t know what to say, we don’t know how to do it. But if you are an annoying pest, and you simply send out more emails. 

So you follow rule number six, and you make more emails, all you’re doing is amping up the level at which you are annoyed and annoying pest. So you have to take a step back. And you got to understand how I go from being an annoying pest to being a welcome guest. And what we teach what’s in the book and, and what Dan has taught for years is his marketing triangle, which is message market media. And I like to start with the market, which is truly understanding who your market is, understanding everything we can about them not just demographically who they are, and where we can find them and what that is, but psychographically how they live, how they think and what they want. And it starts to get us to the fact that there’s a difference, there’s a high probability prospect for you and a low probability prospect for you. 

And if you don’t know the difference between those two at the beginning, too, you’re gonna cause yourself a lot of problems, because you’re gonna, you’re gonna treat everybody the same. So the first thing you gotta do is figure out who is right for you, which should by default give you who is not right for you. And when I know who is right for me, right, so let’s say I was a dating coach. And I figured out that an ideal high probability prospect meaning that if somebody was sitting in front of me, or somebody answered one of my emails or answered one of my ads, right, that if they were sitting in front of me that they had a 95% chance of them saying yes, that’s a high probability prospect. Right? And so it was. How great would it be if all of our sales conversations were with people that were 95% sure that they were going to close and that they were gonna say yes to us. Not only that, they’re gonna say yes, but they’re gonna pay us the prices that we want to pay, or that we want to ask for. 

And so this is, I mean, all of these are spider webs together, right? Because if we get the low probability prospects, the one who wants to price shop and haggle and ask for discounts and do all that stuff, we tend to spend all of our time talking to those people reacting to those people changing our landing pages and our sales process because of those people. Instead, we got to focus on that high probability prospect. So let’s say I was a dating coach, right? And I figured out that you know what the people who do best with me are females who have been recently divorced, but 12 to 36 months ago, not last month, right? So 12 to 36 months ago, and they’ve been on at least three dates and failed. And if I know that she’s a ceaseless C suite executive or a business owner, right, so she’s a professional, she’s highlight. 

So now I know she’s going to be able to pay my fees. And I know some of this stuff about her. Well, what that then means is, I now know where to go look for her. Because now I know you know what she reads greets Crain’s business. I know she’s watching, I know what morning shows she’s watching in the morning, I know what podcasts she’s listening to. I know who she’s following, right, which means I can then go and I can go find the media in the places where she is at. It also means that when I go to create my follow up, I know what stories to tell, I know who I’m talking to, as opposed to trying to talk to everybody, both men and women, female or excuse me married and not married, or divorced and single, right, like all of those different things really start to matter. And they can come into that follow up. Because the more I know that person, the better my follow up can be. 

Then I add on top of it, like you’re saying I add on top of it. The urgencies, the offers, the things that I’m going to get them to do to stay engaged and to, to pay attention and to engage in the conversations that are happening. And to be a part of this, all that stuff starts to play together. And it makes that follow up even more efficient and effective for you. So but if I take if I’ve got an already successful business, right, and so somebody’s who’s doing some of this stuff, and we look at their systems, and we look at their marketing, we look at what’s happening. And if they are making sales, and they have people responding, they have a 10% conversion on a landing page from a sales letter. Right, then I know that we’ve got something to work with. And so then we can jump straight into Well, are we not? Like? Are we only following up with them once or twice? Are we using all media? You know, one of my favorites and this is something that has to be done from the beginning and has to be done strategically, is using SMS using text messaging, using messenger using the format of media that people are paying attention to today. But you see it in the same way you see it being used, so wrong, you see it being used, so right, and when those things start to play together, they really start to affect the outcome of your follow up and really evolve your marketing.

Igor Kheifets  22:28  

So how does one go about? I guess, identifying that high probability? Customer? 

Darcy  22:36  

Oh, great question. So if you already have customers, it becomes a little bit easier. Because we start to think about who the person is? Right? So you kind of make your little list of what it is that makes somebody who I like working with. And generally when we just think about who we like working with, those are people who pay their bills on time who don’t haggle over price, who don’t create customer service issues, you know, who are raving about you who are writing reviews, right? We can, we can kind of think about that. We also think about who’s going to succeed, who, who does the best with what services and products you provide. And we start to kind of narrow that stuff down, then we start to look for commonalities amongst them. So I’ve had people, you know, I think a lot of people start to overthink this too. So people, I had somebody arguing one time, she was sure that I was withholding this magic website that was going to tell her exactly who her ideal customer was. And that we don’t, there isn’t one, right. So we’ve got to go figure this out, we’ve got to look at our customer list, we’ve got to try some things on for size. 

Igor Kheifets  23:44  

Can you ask ChatGPT to figure this out?

Darcy Juarez  23:46  

you know, I think you can ask chatGPT to give you a level one. And you can find some commonalities. And you can ask for it. You can ask chatGPT to analyze, you know, a couple of profiles and look for some similarities. But I think we’re still lacking from AI, human empathy, the human like that human piece that you as the business owner can really kind of start to see and can start to put your put your eye on and put your, your touch on and feel for that. And so, you know, one of my members said, You know what, I left boot camp, and I knew this is what I needed to do. So I started calling my best clients. And I started asking them, because you know what, your best clients, they’re usually happy to hear from you, and they are happy to help you. And if you said, you know, I’m just I’m really trying to figure out why you do so well, with my services with my products with my stuff right with me, and why others might struggle and there’s, there’s something about you and I just can I dig deeper into understanding you and they are happy to have that conversation. 

And so you know, he had this conversation with like five or 10 of his best customers. And he said when I got done with those five or ten I started Just see those patterns that you talked about. And I could see that you know what, there were things different. So let’s say I was a dating coach, for instance, and I said, if I knew that they had gone on three dates, that three dates was the magic number, because if they’d only been on one or none, right, they hadn’t failed yet. And if they failed, then that gives me another piece to work with. Or maybe for you, it’s that they haven’t done anything before. And so it’s figuring those things out and then you try them on, right? You say, to the next customer you’re talking to or the next prospect you’re talking to, and you just throw it out there and you say something like, you know, I? 

It sounds like, you know, you might be feeling like this, or just curious, like, do you feel like this? And I throw the whole thing out there? Do you feel sometimes, like really frustrated with things like, that people can’t give you the answers, that you’re looking for something like you’re looking for this magic website, and you just want to know what that is? And you can instantly see in their faces, if you’ve connected? And if you don’t you just kind of keep going on and be like, well, you know, and then you throw something else out there. Or you see it’s just a natural conversation. But that face to face or over a zoom or over. Usually it’s better when you can see their face because you can see their reaction. And you can then start to go oh, okay, they’re on board. They’re leaning forward, they’re nodding their head, they’re, you know, in agreement with me, and then you kind of know that you’ve hit on something. So those are some of the ways I like to do it.

Igor Kheifets  26:26  

Your client, the one that left the bootcamp and started calling their best customers? Did they share? What were the probing questions they asked?

Darcy Juarez  26:37  

It was not necessarily the exact questions, it was a kind of how did you find me? What prompted you? Why were you looking? So if, if I’m a physical therapist, like what, why did you decide to start looking for a physical therapist? What frustrated you with other physical therapists with other people that you tried? Right? What didn’t work? If you tried other things? What did you try before calling me right? Now, if I know what somebody tried before calling me then in my copy in my messaging, and all that stuff I can talk about if you have done XY and Z, if you failed three times, if you’ve tried this and failed, if you’ve tried X and Y, and Z and you’re still suffering, right, then you’re right for us, or we are right for you. 

And so it was more of that. And it was really more of a kind of a conversation. And I always tell people, right? Listen, if you’re already involved in sales conversations, or you’re already talking to prospects, they’re telling you a lot of this, we just hear it as background noise. And we’re so busy trying to figure out what we’re going to ask them next, or we know how I’m going to sell this, or how many use that to close them and right. And I’m not actually listening when they’re telling me their problems and frustrations. I’m just letting it kind of go over my head. And so if we’re having those conversations with people, they are already telling us this, we just haven’t been listening to them.

Igor Kheifets  28:10  

Yes, yeah, I think you’re right. Especially if we’ve been doing this for a while we kind of get stiff, right. And then listening is an act of skill. I think people forget that. What I find is the best. The best marketers, the best copywriters, seem to have a very high sense of empathy, like they’re able to sort of walk a mile in another person’s shoes. Yeah. So they’re able to mirror the experience that the prospect goes through in their marketing material.

Darcy Juarez  28:44  

And that really to bring back the AI that is where the AI is not out yet. They can, it can summarize and repeat and compile, but it’s lacking really that empathy. So I get asked the question a lot like, what do I think is going to happen with copy and AI? And I really, you know, it’s going to take out the low level copywriter and maybe the middle copywriter, but it’s, it’s, it’s nowhere near affecting the job of a successful copywriter because that have exactly what you said, their ability to have that empathy and to do that, and you know, and that empathy and that emotional connection is really what drives sales. Yeah, that’s what people buy from people.

Igor Kheifets  29:30  

Yeah, that’s, that’s really true. I remember going through this book on, like, that’s why it pays to read some books on psychology when you’re in business. I was going through this book, reinventing your life where the author describes different patterns that people have. I was actually discussing it with Rich Schefren. They’re called schemas where, you know, people have a certain way they make decisions and certain patterns they rerun in their life so they’re more likely to Be customers for a particular type of product. And you can also use these angles to bet to be more influential to those people, for example, some people have a, like, an I don’t belong, or I’m not good enough kind of belief or pattern. 

So these people tend to be, and I know because I have it, those people tend to be great customers for like masterminds in a circle, things like that, because they want to be part of the Inner Circle of life, the most influential people. So, you know, when I went through the book, at the end of the book, there is like a personality test you can take, and it’ll score you on how many of these you have. And the higher you score, the more messed up you are, because there’s, like, 18 of these schemas. And so and so I did it, and I scored pretty high. So I went back to a very established copywriter, who you probably know, and I said, Hey, I just did this test last night. And this is how much a score it seems like, I’m pretty messed up. And he’s like, Well, you know, all the top level copywriters that I talked to, who’ve done this, they all scored really high. So being you know, being quote, unquote, messed up allows you to, to be empathetic allows you to connect with the market. Yeah. And with the people in the market, and that makes you great at what you do. Yeah,

Darcy Juarez  31:33  

very true. Very true. I mean, I think it’s where people are always looking for a shortcut, right? They want ChatGPT to spit out their high converting messages and it just, it can’t and the biggest skill we can learn as marketers is copywriting. Yeah,

Igor Kheifets  31:55  

I think it’s my favorite out of all, like, I don’t enjoy putting up a WordPress website, I don’t enjoy it. Even recording content I don’t enjoy very much. But if you sit me down to write a script for an ad, or craft a webinar or something like I’ll, I can do it all day long. Like, after just two hours of recording content. I walk away exhausted. Like I’ve worked in the coal mine all day. But if I sit down and write copy for seven hours straight without taking any breaks,

Igor Kheifets  32:32  

no problem. Yeah, no problem at all. Yeah. All right.

Igor Kheifets  32:37  

 Well, I know you’re busy. You’re currently getting ready for some big stuff. You guys have planned on the planet magnetic marketing? Can you maybe spend a few minutes to tell us more about the book? Sure. And where can we get it? Yeah.

Darcy Juarez  32:54  

Yeah. So my pre-release copy here. So yeah, so the book is No BS Direct Marketing for Non Direct Marketers. And so it was, it’s a book written, really by we, we all know, the direct marketing companies, the big direct marketing companies, right. But most of us don’t think that, hey, my business really could be this. But if we are directly soliciting for prospects and customers then we really are a direct marketing business. So what we did is we wrote this book that really talks about those principles that drive direct marketing companies, and how, as a small business owner or an entrepreneur, we can take those same principles and apply them to each of our businesses. 

So we go through the 10 commandments that we talked about, really to just start doing that, we Dan goes through his message market media triangle, which is the place that every business really starts from. And when we get those things down, it makes all of the rest of our marketing different, are better and more effective. And then there’s what we call application chapters. So you get to see some businesses how they actually applied it. So one of the chapters I wrote on the application side of this is about how we took a business from a 10% retention rate up to a 72% retention rate simply by applying these principles to it, no change really in anything else. And we increase the average transaction value of that buyer as well. 

And so you’ve got business owners, you’ve got Coaches and Consultants all kind of showcasing in the application what that is so what I’d love to do is give all of your listeners all of your viewers a copy of the book for absolutely free. We are just asking for some help with the shipping and handling but we’ll go ahead and buy that book for them and so they can go to www.thedirectmarketingbook.com and grab a copy of it there we’ve got some great add on so we’ve got a specific training for online how to apply these principles specifically for online marketing as well because a lot of people as you kind of said no, Dan is infamous for being a an offLine marketer. But what most people don’t realize is while he does not use the internet, he still knows everything about it. And he writes the ads, he writes this stuff, right? So he is on top of that. 

Igor Kheifets  35:15  

And it’s true, though, that he doesn’t know that his computer in the basement doesn’t have a hook up to the internet. Nope.

Darcy Juarez  35:20  

Yep. multiple computers in his basement because he is also paranoid that something will go down. So there are multiple computers, and not one is connected to the internet. 

Igor Kheifets  35:31  

No. Wow, that’s amazing.

Darcy Juarez  35:32  

I still fax that guy. Yeah, we have fax conversations. So you go back and forth via fax to talk to him. He does not own a cell phone. So his driver will call me at an event when he’s arriving. But he’s still on top of everything about online and digital marketing. He just does not use it himself.

Igor Kheifets  35:56  

That’s quite incredible. I think. I know people who don’t even use fax, who have a fax number specifically, because they want to talk to him. That’s amazing. 

Darcy Juarez  36:07  

We were out there. And it was funny on the way because Russell goes there one time. And Russell Brunson says I was there. And he goes, and I saw my number, my fax number and a little post it note like right above his fax machine. He goes, I’m on Dan’s speed dial. So we got there. And I go, Russell, I see Russell and I see Darcy said we’re on his speed dial you and I. So yeah, that’s how he communicates.

Igor Kheifets  36:31  

That’s amazing. Yes. Amazing. All right, so we can get the book. Just to chip in on shipping handling, we can get it as a www.thedirectmarketingbook.com. Yep. And yeah, I am really grateful for you for making the time to do this episode. Beyond anything else, I think Dan Kennedy School of Thought has been the most influential for me, in terms of my direct marketing skill set. And anytime I talk to any business owner, it’s clear how to apply just a few of these. And you can see an instant, you know, yeah, hockey stick growth kind of situation happening. So guys, if you are not a hardcore student of direct response marketing yet, then you definitely want to get the book. It’s called Direct Response Marketing for Non Direct Response Marketers. You can get it at www.thedirectmarketingbook.com. And you’re basically only paying for shipping and handling. And I’m assuming they’re probably going to get some bonuses with a two…

Darcy Juarez 37:43  

yeah, there’s a whole list, right? We do a lot of add on training that, you know, there’s not enough room in the book, they only give you 200 pages, some stuff ends up on the cutting floor. And so we’ve added quite a few, a toolkit to go along with that. Some added training. And if you go to www.thedirectmarketingbook.com, you’ll be able to see everything that you get along with the book. So I want to make it. I really, really like our goal is that, you know, we believe that small business owners and entrepreneurs really are the backbone of society. And so the more small business owners and entrepreneurs that we can help, and who can understand and use these tactics and make their businesses better the more people around the world that we can help. So that’s, that’s really the goal of, of why we want to get this book into so many people’s hands is it’s also every successful member I talk about starts with. I started with a book and 90% of them start with this book. So it’s the book for everybody to get.

Igor Kheifets  38:39  

Nice. Yeah, I highly recommend this one. Another one that I absolutely love is trust based marketing in a way, I don’t remember, the titles are always so damn long. Basically, it’s trust based marketing.

Darcy Juarez  38:55  

I think it’s just no BS trust based marketing. 

Igor Kheifets  38:58  

Yeah, so get that one too. It’s amazing. It actually taught me the whole idea of being able to understand what it’s like to be the customer and then to, to build trust. Like a human again, the thing that ChatGPT can’t really do yet, but I’m sure it’s only a matter of time. So, Darcy again, thank you so much. I know you’re really busy. So we’ll let you go. Guys, this has been the list building lifestyle. Thanks for tuning in. Until next time, we chat. Have a good one. 

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