Wowser, I’m in my fourth hotel in 7 days. I’m in Cleveland at the “lovely” Crowne Plaza, but this time I’m on the other side of the stage as an audience member for a Dan Kennedy seminar.

Dan will be delivering pure content on advanced direct marketing without selling anything. His revenue is derived from ticket sales.

As we discussed yesterday, most presenters speaking to sell design their presentations as if they were getting paid by ticket sales, namely creating a content-rich presentation and then slapping on a close at the end. That is no good.

“So what do I do then!” you cry out. Do not worry; Uncle Dave is here and will give you the inside scoop.

While there are other methods for delivering content that sells, two of the best are:

1. Telling people what to do but need to know how to do it. By the way, this is valuable because most folks don’t even know what to do. But if people want to get the “how to,” they must buy your product or service.

2. Giving useful but incomplete information. For example, tell your audience that there are five key things they need to do to achieve the result they desire. Then go over ONE of them in detail. Your audience will want to know the other four if it’s done properly. To quench that desire, they need to buy your product or service.

Okay, time for me to roll out the yoga mat and then get to Dan’s seminar.

If you haven’t got Dan’s book on direct marketing for non-directing marketing businesses yet, you should because I’m offering it to you for nada; you just pay the shipping. You can go here to grab yourself a copy.

Kick butt, make mucho DEEnero!

Dave “Travelin’ Man” Dee