Ken McCarthy, founder of The System Seminar, initially laid out the
following three principles that this seminar is known for:
1) Focusing on fundamentals, these are the important elements that
2) Detecting future trends
3) Cultivating a culture of learners
Ken also stated that identifying actions and following up on those
actions was important. I agree and that's one of the reasons I'm
providing these notes. As I go through them I'm reminded of the
action items I wrote down and can then complete them.
Ken's presentation identified the 12 things he wanted everyone to
know in case this was his last presentation (so dramatic).
Here are the first 6:
1) Internet marketing is direct marketing.
- testable (results can be counted)
- can be improved (if you can test it, you can improve it)
- adaptable (as you look for and find new markets)
- you can automate it
The important point is to be measuring your marketing efforts all
the time so you can constantly improve.
2) Top 3 recommended texts/books:
- My Life in Advertising by Claude Hopkins
- Tested Advertising Methods by John Caples
- How I raised Myself from a Failure to Success in Selling by Frank
3) The path that Ken recommends:
Take advantage of others' experiences. This can make you a fortune,
since you won't have to waste time re-inventing the wheel.
Do your own testing. Borrow substance from others, test it, and use
only the best.
4) What is successful business?
Selling products or services is not what defines a successful
business. Rather, it is creating a following.
A product serves the purpose of creating that following. A product
may be sold, but if there is no following, a new market will have
to be found every time.
The better approach to business, the successful approach, has a
consistent market at it's core - a following.
5) It's about the List
'The List' is your list of followers (the size, who is on it,
quality of your relationship)
To build a List:
- Get started (your List starts with one person)
- Be consistent in your efforts
- Encourage referrals (Example: "If you like this, please share
So, applying this principle, if you like these notes refer your
friends HERE so they can sign up to receive them as well.
E-mail is an integral tool in Internet marketing. Have an opt-in,
which is simply a way for people to subscribe to what you are
Make sure that the offer you are making is completely consistent
with any advertising you have done.
E-mail your List whenever you have new and interesting information.
The challenges of E-mail are these:
Get it opened (have a clear purpose in the subject line)
Get it read (start with a bang, hook your reader, and use curiosity)
Get action (give your reader a concrete reason to take action. Take
inactivity out of the picture.)
That's it for now, points 7 through 12 will be posted shortly.