Dan S. Kennedy is a multi-millionaire serial entrepreneur with past and present interests in diverse businesses; a strategic advisor, marketing consultant and coach with a cadre of private clients ranging from exceptionally ambitious entrepreneurs to the CEO's of companies as large as $1.5-Billion; one of the highest paid direct-response copywriters in the world; a popular professional speaker and seminar leader; and a prolific author.
Transform Your “Ordinary” Business into an EXTRAORDINARY MONEY MACHINE
Most “ordinary” businesses advertise and market like the big brand-name companies, so they spend (waste) money on image, brand, and presence. But copycatting the big brand-name companies is like a rabbit behaving like the lion. It makes no sense.
Direct marketing expert Dan Kennedy and his team of elite consultants–all successful at borrowing strategies from pure direct marketing businesses like QVC, J. Peterman, Zappos, and Publishers Clearinghouse–deliver the fundamentals of direct marketing as it can be applied to any business, sales career, or professional practice. Then, they take you behind the scenes of exceptionally successful non-direct marketing businesses and show you how to cash in using their unorthodox direct marketing strategies.
You'll learn the customer-getting, sales-boosting tactics you never knew existed and master Dan's 10 No B.S. Rules of Direct Marketing for Non-Direct Marketing Businesses:
Rule #1: There Will ALWAYS Be an Offer or Offers
Rule #2: There Will Be Reason to Respond Right Now
Rule #3: You Will Give Clear Instructions
Rule #4: There Will Be Tracking, Measurement, and Accountability
Rule #5: Only No-Cost Brand-Building
Rule #6: There Will Be Follow-up
Rule #7: There Will Be Strong Copy
Rule #8: It Will Look Like Mail-Order Advertising
Rule #9: Results Rule. Period
Rule #10: You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet
Updated with six new chapters and new case history examples and samples from new guest contributors
Revised to incorporate the newest media and marketing methods
From Dan Kennedy, author of the popular No B.S. books including No B.S. series, which shipped more than 250,000 copies
The first edition (January 2006) shipped 40,000+ copies and the second edition (2013) shipped 20,000+ copies
Tactics typically seen only in mail-order, television infomercials, home shopping TV and direct-mail are transferred to small businesses with amazing results
Extensive marketing program utilizing Glazer-Kennedy Inner Circle and Kennedy Inner Circle platforms, including providing a customizable sales toolkit and inclusion in their Spring and Fall conferences will be implemented