No B.S. Direct Marketing

261 Pages·2018·10.75 MB·English

by  Dan S. Kennedy

What Kind of Breakthrough Results Should You
Expect from Direct Marketing for Non-Direct
Marketing Businesses?
I have been meaning to write to you for a long time, to thank you for changing
my life. Quick background: when I was 20 years old, I served a two year
Mormon mission in the Philippines. Having seen all the custom sports uniforms
made there, when I came home I started a business selling custom team apparel
to high schools and colleges, in 2006, with $200.00 of capital, sleeping on the
floor of my brother’s living room. Also, with zero business experience and no
one in my family with any, I went to BYU and majored in Entrepreneurship. I
was named BYU’s Entrepreneur of the Year, yet I graduated knowing nothing
about marketing and selling. Graduated. Married. Still with a struggling
business. While looking for answers at Barnes & Noble, I came across your
book, No. B.S. Guide to Direct Marketing for Non-Direct Marketing
Businesses. It blew my mind.
Then I bought everything of yours I could afford. My business went from
$50,000.00 a year to $2.5 million in just five years. I am now in the process of
selling my company to a big player in the industry for a multimillion-dollar sum
plus they want to bring me on as an executive at four times the salary I’ve been
paying myself! You ARE “The Millionaire Maker”!
—Steve Rosenback, Garb Athletics
Dan has literally eliminated the B.S. in explaining great ways to make more
sales.
—Tom Hopkins, from his introduction to Dan’s No B.S. Sales Success book (Tom Hopkins is world-
renowned as a master sales trainer. www.TomHopkins.com)
It was Kennedy-style marketing that fueled an exceptional restaurant
business. We received 64 People’s Choice Awards, I gathered over 63,000
customers, I had 6 to 14 different promotions going on simultaneously* each
month (*a Renegade Millionaire lesson I learned from you), we grossed over
$6.5 million a year with about $1 million in profits. An independent restaurant
valuation firm analyzing the business for its sale said that, “less than 5% of the
945,000 food service establishments in the U.S. employ the advanced techniques
and get the outstanding results Nakama has enjoyed as a direct result of its
marketing.” They stated that my restaurant was three times more successful than
comparable restaurants because of my marketing. Ultimately, I sold the business.
I’m beginning a new journey as an entrepreneur and a coach.
—Becky Auer, www.profitcatapultbusinessschool.com
My friend Dan Kennedy is unique, a genius in many ways. I have always
admired his ability to see the vital truths in any business and to state these
realities with straight language and clear definitions. His approach is direct. His
ideas are controversial. His ability to get results for his clients is
unchallenged.
—Brian Tracy, from his introduction to Dan’s No B.S. Business Success book (Brian Tracy is one of
America’s most sought after speakers and the author of dozens of business books. www.BrianTracy.com)

Publisher: Entrepreneur Press Cover Design: Andrew Welyczko Production and Composition: Eliot House
Productions © 2018 by Entrepreneur Press All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the
1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for
permission or further information should be addressed to the Business Products Division, Entrepreneur
Media Inc.
This publication is designed to provide accurate and authoritative information in regard to the subject matter
covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or
other professional services. If legal advice or other expert assistance is required, the services of a competent
professional person should be sought.
ISBN: 978-1-61308-385-7
Contents
PREFACE
The End of Advertising and Marketing as You Know It
Who to Model Your Marketing After?
Crossing the Great Divide of Advertising and Marketing
Down from the Top of the Success Mountain, the Ten Commandments of
Direct Marketing (for Non-Direct Marketing Businesses)
Book Road Map
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 Ten No B.S. Rules of Direct Marketing for Non-Direct Marketing
Businesses (My Ten Commandments)
CHAPTER 2
An OFFER They Can’t Refuse
Rule #1: There Will ALWAYS Be an Offer or Offers
“Shined Shoes Save Lives,”
Two Types of Offers
The Important Concept of Threshold Resistance
The Hybrid Approach
Rule #2: There Will Be a Reason to Respond Right Now
CHAPTER 3
Make Them OBEY ORDERS
Rule #3: You Will Give Clear Instructions
The Clearer the Marching Orders, the Happier the Customer
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
Why, When, and How to Do UN-Branded Advertising
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
CHAPTER 12
Direct-Response DIGITAL Marketing by GKIC
Keywords Are Critical
Test, Test, Test
Follow-Up
Reviews Speak Volumes
Make Your Websites Work, Not Just Show Up
CHAPTER 13
How to Create Business Equity and Competitive Advantage
with Lists
CHAPTER 14
Why and How to Build a Sales Funnel by Darcy Juarez, GKIC
The Why
The How
SECTION II
APPLICATION
CHAPTER 15
You Can Attract Your Ideal Customers, Clients, or Patients:
Why Settle for Anything Else? by 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 16
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
CHAPTER 17
An Optometrist Who Achieved Unexpected Success with Direct-
Response Marketing by Nick Loise, GKIC
Consider a Book
Beyond the Traditional Business
Relationship Strategy
CHAPTER 18