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by Dan S. Kennedy (Author)
This new edition of No B.S. Direct Marketing re-affirms the essential fundamentals revealed by Dan S. Kennedy in the original edition and adds six new chapters full of vital updates, incorporating the newest media and marketing methods. Expanding on key direct marketing strategies, new case history examples and samples from new guest contributors--each with extraordinary, current success in this economy--in diverse fields, Kennedy delivers THE NO B.S. to direct marketing for non-direct marketers.
Back Jacket
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
Author Biography
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. He resides in Phoenix, AZ.
