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No B.S. Direct Marketing

No B.S. Direct Marketing
SKU 9781599185019
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No B.S. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing for Non-Direct Marketing Businesses ( No B.S. ) (2ND ed.)
Contributor(s): Kennedy, Dan S (Author), Glass, Ben (With), Proctor, Craig (With), Seppala, Richard (With)



ISBN: 1599185016 EAN: 9781599185019

Binding: Paperback
Pub Date: April 01, 2013
Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing master plan -- from marketing master Kennedy -- delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants -- all phenomenally successful at borrowing direct marketing strategies from the world of mail-order, TV infomercials, etc., to use in 'ordinary' businesses including retail stores, restaurants, and sales.

173 pages


Radical Secrets of Direct Marketing "Players"
Go behind the scenes and cash in on the undisclosed, off-the-record strategies of today's top direct marketers. These high-profile techniques can be applied to your non-direct marketing business with amazing results and direct marketing guru Dan Kennedy can take you there.
Dan and his special guest contributors - all phenomenally successful at borrowing direct marketing strategies from the world of mail-order, TV infomercials, etc. to use in 'ordinary' businesses including retail stores, restaurants, sales careers - reveal their radically different, super profitable methods and share actual advertising and marketing examples from their businesses.
Discover customer-getting, sales-boosting tactics you never knew existed and master Dan's 10 Rules to Transforming Your Business into an Infinitely More Powerful Direct Marketing Business:
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


Table of Contents:
Preface: The End of Advertising and Marketing as You Know It -- Section I. Foundation -- Chapter 1. The Big Switch: Why Direct Marketing for NON-Direct Marketing Businesses? -- Why Is There So Much Lousy, Unproductive, Unprofitable Advertising and Marketing Out There, Anyway? -- Yes, Salvation Is Within Reach -- The No B.S. Rules -- Chapter 2. An Offer They Can't Refuse -- Rule #1. There Will ALWAYS Be an Offer or Offers -- Two Types of Offers -- The Important Concept of Threshold Resistance -- The Hybrid Approach -- Rule #2. There Will Be Reason to Respond Right Now -- Chapter 3. Obey Orders -- Rule #3. You Will Give Clear Instructions -- The Power of Good Directions -- Chapter 4. No Freeloaders -- Rule #4. There Will Be Tracking, Measurement, and Accountability -- Rule #5. Only No-Cost Brand-Building -- Chapter 5. No Holes in the Bucket -- Rule #6. There Will Be Follow-Up -- How to Find an Extra Million Dollars in Your Business -- What Does Follow-Up Look Like? -- Important Reminder: Obey ALL the Rules -- Chapter 6. Shouting Louder -- Rule #7. There Will Be Strong Copy -- The Four Chief Sales Copy Mistakes (That Smart DIRECT Marketers Do Not Make) -- Chapter 7. Tux, Tails, and Top Hat or Coveralls and Work Boots? -- Rule #8. It Will Look Like Mail-Order Advertising -- Chapter 8. Money in the Bank -- Rule #9. Results Rule. Period. -- It's Going to Get Weird. Embrace the Weirdness. -- Chapter 9. No Chocolate Cake for You! -- Rule #10. You Will Be A Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet -- BASIC Direct Marketing Tools List -- Chapter 10. The Results Triangle -- Message-Market-Media -- Markets: How to Discriminate for Fun and Profit! -- Message: How to Speak Magnetically to Your Chosen Market -- Media: How to Deliver a Magnetic Message to Your Chosen Audience -- Chapter 11. The Secret to Infinitely Higher Response -- The Dale Carnegie Secret on Steroids -- Section II. Application -- Chapter 12. You Can Attract Your Ideal Customers, Clients, or Patients: Why Settle for Anything Else? / Ben Glass -- If Lawyers Can Solve These Marketing Problems Then It's Gonna Be a Piece of Cake for You in Your Business -- Here's the Old Way Lawyers Solved the Problem of Breaking Through the Clutter -- Magnetic Marketing Changed My Life -- Five Secrets to Using Direct-Response Marketing to Market Your Professional Practice -- Chapter 13. They All Laughed When I Stopped Selling My Products-Until I Became a Top Agent and Transformed My Entire Industry by Craig Proctor -- Breakthrough #1. The One Reason -- Breakthrough #2. Replace Image Ads with USP Ads -- Breakthrough #3. The Most Effective and Least Expensive Way to Generate Leads Is to Offer Prospects Something They Want and Make It Easy and Non-Threatening for Them to Get It -- Breakthrough #4. Instead of Advertising What You Have, Call Out to Your Prospects by Advertising What They Want -- Breakthrough #5. People Do NOT Want to Be Sold -- Breakthrough #6. Replace Your Property (Product) Ads with My Wide-Funnel Ads That Offer Lists of Homes Your Prospects Cannot Eliminate -- Breakthrough #7. Increase Demand by Creating Competition and Urgency -- Breakthrough #8. Always Find Innovative Ways to Get Prospects Hunting You Rather Than You Chasing Them -- Section III. Resources -- Direct Marketing Businesses to Study -- Retail -- Restaurants -- Professional Practices -- Sales Professionals -- Miscellaneous -- About the Author -- Other Books by the Author -- Index -- Free Offer from Dan Kennedy.

Contributor Bio: Kennedy, Dan S
Dan S. Kennedy is president of Kennedy's Inner Circle, and has been writing sales letters for over twenty years for both large and small businesses. He is also a popular speaker on marketing and sales issues. His popular newsletter, The No B.S. Marketing Letter, reaches thousands of people in the U.S. and Canada while his Web site receives more than 10,000 dedicated visitors a month.
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