La recollida de dades en un entorn natural: etnografia,

a it not, we l i v e a

obsessed culture, a celebrity-driven marketplace.

In recent years, my clients in the seminar and e business have dramatically increased attendance, total revenues, or both by adding celebrity speakers including

Trump and Dr. Phil, to their events. And for nine years I poke on the biggest seminar tour ever, 25 to 29 cities a year, to of 10,000 to 30,000, with speakers like former Ford, Reagan, and Bush; Generals Colin Powell and Schwartzkopf; Larry King, Bill Cosby, and dozens more Hollywood, sports, politics and business. Stadiums were

NO B.s. Guide to Wealth Attraction for Entrepreneurs

filled for business seminars as if they were rock concerts because of the drawing power of these celebrities. My client of many years, the Guthy-Renker Corporation, changed the

industry forever when it began using celebrity hosts and testimo-nials in its TV Even Forbes magazine now publishes an annual issue about the wealthiest and most influential celebri-ties, and it sells just as well as its annual issue about the richest business leaders. No matter your or ditch-diggers, young or old, poor or are influenced by and attracted to celebrity.

So it is smart to make yourself into a celebrity.

Not necessarily the kind who appears on Oprah or the cover of People, but a celebrity within your own business sphere, your own market, whether that's defined geographically,

by particular industry or profession, or otherwise. The smaller the universe, the easier it is to be a celebrity. Arnold Schwarzenegger was first a celebrity in the niche world of body-building from which he extracted a great deal of wealth befor the general public was even aware of his existence. Many of clients are famous celebrities in their own industries, quite to be stopped and asked for their autographs or to collect crowd at their industry conventions, yet you would neither rec

their faces nor know their names.

At a local level, it is relatively easy for a businessperson to achieve celebrity status, in large part merely by making himself focal point of all his advertising. In Edmonton, Canada, Gold/VIP Member Dr. Barry Lycka is a bona fide celebrity.

he offers an open seminar or special event, hundreds attend. He has long featured himself in extensive newspaper, TV, and direct-mail advertising for both his practice and his spa. My client

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NO S . s . Guide to Wealth Attraction for Entrepreneurs

a commercial real estate broker and developer, investors to Iowa real estate from all over the world it all about him, and making himself into a celebrity his "Former Iowa Prison Guard Discovers story. In

California, Bob is a celebrity. If you stopped 20 people on the street at random, at least 1 would know who Bob his business is house painting! (You can see and read some of their highly effective advertising in my book No

Marketing for NON-Direct Marketing Businesses.) ,ocal celebrity can lead to national celebrity. Dr. Robert

a Beverly Hills cosmetic surgeon and one-time client of began making himself a "celebrity doctor" with local

of his self-published book, The Consumers' Guide to Surgery and then with Los Angeles media

he was a featured doctor on Dr. 90210, a reality TV ies aired nationally on the E network.

Certainly within your own clientele, it is easy to be a celebrity, one will improve customer or client retention, and referrals. To your own clientele, you build your own elebrity status through self-aggrandizement, self-promotion,

association with celebrities. Any and every photo of you a celebrity has real value to you.

Consider my client Daniel Frishberg, a highly skilled and investment analyst, managing millions of dollars for lients. Like many financial advisors, he utilized his own

radio call-in program in his local market (San Texas) to attract clients. But unlike most, he dared to go all sorts of nationally famous celebrities and experts to be on his little, local radio program. And he got them, Henry Kissinger and Alan Greenspan to Roger Moore

es NO Guide to Wealth Attraction for Entrepreneurs

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(James Bond) and Pat Sajak of Fortune). Frishberg's little radio show was a star-studded cavalcade. And the Stardust rubbed off, making him far more attractive and interesting to more people and to more affluent people, as well as to other advertisers to subsidize his program. Before you could say

"Hollywood," his paid-for weekly radio program morphed into a daily real radio program, and then went on to air in both San Antonio and the much bigger market of Houston. Recently, he and a group of investors bought the whole radio station in Houston that airs his program!

Simply by surrounding himself with celebrities, Daniel Frishberg made himself a celebrity in the eyes of his investor clients and prospective clients. This strategy of becoming celebrity by surrounding yourself with them is actually very re able and often repeated. My one-time client, Peter Lowe, f whom I consulted and spoke at more than 200 events, did same thing for himself as a speaker. My client Guthy-Renker di this for Tony with the series of TV infomercials, each featuring a better collection of celebrity hosts and

too, have very consciously applied this strategy over many

Be an Expert Somebody

Expert status is very magnetic. Fortunately, it is a self-create self-manufactured asset.

The great success educator Earl Nightingale said you make yourself a world class expert in most fields simply b studying every available resource for an hour a day for just a year.

I took him seriously. I made myself into a top expert in the field of direct marketing entirely through self study, with no academic or

NO Guide to Wealth Attraction for Entrepreneurs

qualifications whatsoever, in less than three years and charging high from the very beginning. I have also

positioned myself as a marketing expert in several For example, well over 10,000 chiropractors and have attended my practice-building seminars, bought my

and courses on practice marketing, and have been in my programs. I built the largest seminar and publishing serving these professions in the early I've been hired to speak for five different major practice building

as well as state dental and chiropractic associations.

hough I was once named "Practice Guru of the Year" by a major trade journal in dentistry, I'm neither a chiropractor nor a

am fond of a quote I got from fellow direct response tor John Francis Tighe, "In the land of the blind, the one-eyed

is king." If you know more about " x " than your intended you ARE an expert!

everybody prefers working with experts. This is imperially true as you climb up the affluency ladder*. But really, prefers dealing with an expert if and when they can.

you suffer from blinding headaches, and you can get to the who wrote The Official Guide to Drug-Free Headache Relief, has a newspaper column about headaches you've seen, and

on the radio, you would rather go see him about your than any other "ordinary" doctor. This is the reason worked with experts to create Dentistry for Diabetics, a

that educates and certifies one dentist per area in working diabetic him a practice-building asset Worth hundreds of thousands of dollars a In essence,

even if self-declared, raises your expert status.

B.S. Guide to Wealth Attraction for Entrepreneurs

friend Eldridge has written a fan-tastic book on this subject, How to be the Obvious Expert! See www.obvious-expert.com.

edit a special newsletter entirely devoted to the sub-ject of marketing to the affluent and mass affluent.

You can obtain information at www.dankennedy.com.

**For information about DDS for Diabetics, fax

602-Experts encounter less fee or price so they can usually charge premium prices and enjoy above-average profit margins. If they choose, they can derive greater income from fewer clients or customers. Because my client and Gold/VIP Member Dr. Charles Martin is an expert in "longevity dentistry"

or "whole health dentistry" as well as world class cosmetic den-tistry, he can attract patients from all over the country as well as his home city of Richmond, Virginia. He can have cases accepted by patients at fees of to most "ordi-nary" cosmetic dentists struggle to get one-fourth those fees for the same amount of work. Because my client Darin is an expert in profitable, "peace of mind investing" exclusively in

apartment buildings, he can attract investors from all over the world as well as dominate his local market in Iowa, charge an access fee and monthly membership fee just to be permitted to purchase properties from him, and

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NO Guide to Wealth Attraction for Entrepreneurs

never, never discount commissions. Because my Member Mark offers training, seminars, coaching, services only to Michigan residents investing in Michigan estate, he commands a premium price for every service if pared to all other seminars, coaching, and services for all real investors. Because my Gold/VIP Member Bill Hammond's law practice specializes in working with families with a

with Alzheimer's, his fees are at the top of the pyramid, packaged and not available for cafeteria purchase, rarely questioned. Of course, you may think you are not in a that lends itself to expert status. My contention is that business does. I could tell you very similar stories about

cleaners, lawn and garden companies, auto repair shops, even an industrial tarp manufacturer, positioned as experts specialists, prospering from carefully chosen target markets selling their goods and services for 5 to 25 times their norms.

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