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. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing for Non-Direct Marketing Businesses

by Dan S. Kennedy

Paperback(3rd ed.)

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Dan S. Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing masterplan 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 online sales, infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales.

Product Details

ISBN-13: 9781599186252
Publisher: Entrepreneur Press
Publication date: 06/12/2018
Series: No B.S.
Edition description: 3rd ed.
Pages: 240
Sales rank: 335,730
Product dimensions: 6.00(w) x 8.90(h) x 0.40(d)

About the Author

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.

Table of Contents

Preface The End of Advertising and Marketing as You Know It xi

Who to Model Your Marketing After? xii

Crossing the Great Divide of Advertising and Marketing xiv

Down from the Top of the Success Mountain, the Ten Commandments of Direct Marketing (for Non-Direct Marketing Businesses) xviii

Book Road Map xx

Section I Foundation

Chapter 1 The Big Switch: Why Direct Marketing for Non-Direct Marketing Businesses? 3

Why Is There so Much Lousy, Unproductive, Unprofitable Advertising and Marketing Out There, Anyway? 7

Yes, Salvation Is within Reach 8

The Ten No B.S. Rules of Direct Marketing for Non-Direct Marketing Businesses (My Ten Commandments) 9

Chapter 2 An Offer They Can't Refuse 11

Rule #1: There Will Always Be an Offer or Offers 12

"Shined Shoes Save Lives," 14

Two Types of Offers 15

The Important Concept of Threshold Resistance 17

The Hybrid Approach 20

Rule #2: There Will Be a Reason to Respond Right Now 22

Chapter 3 Make Them Obey Orders 29

Rule #3: You Will Give Clear Instructions 30

The Clearer the Marching Orders, the Happier the Customer 32

The Power of Good Directions 33

Chapter 4 No Freeloaders 37

Rule #4: There Will Be Tracking, Measurement and Accountability 38

Rule #5: Only No-Cost Brand-Building 43

Why, When, and How to Do Un-Branded Advertising 46

Chapter 5 No Holes in the Bucket 53

Rule #6: There Will Be Follow-Up 54

How to Find an Extra Million Dollars in Your Business 54

What Does Follow-Up Look Like? 59

Important Reminder: Obey All the Rules 62

Chapter 6 Shouting Louder 65

Rule #7: There Will Be Strong Copy 66

The Four Chief Sales Copy Mistakes (That Smart Direct Marketers Do Not Make) 68

Chapter 7 Tux, Tails, and Top Hat or Coveralls and Work Boots? 73

Rule #8: It Will Look Like Mail-Order Advertising 74

Chapter 8 Money in the Bank 83

Rule #9: Results Rule, Period 84

It's Going to Get Weird. Embrace the Weirdness 87

Chapter 9 No Chocolate Cake for You! 99

Rule #10: You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet 100

Basic Direct-Marketing Tools List 106

Chapter 10 The Results Triangle 109

Message-Market-Media 110

Markets: How to Discriminate for Fun and Profit! 110

Message: How to Speak Magnetically to Your Chosen Market 117

Media: How to Deliver a Magnetic Message to Your Chosen Audience 120

Chapter 11 The Secret to Infinitely Higher Response: The Dale Carnegie Secret on Steroids 129

Chapter 12 Direct-Response Digital Marketing by GKIC 137

Keywords Are Critical 142

Test, Test, Test 146

Follow-Up 148

Reviews Speak Volumes 149

Make Your Websites Work, Not Just Show Up 151

Chapter 13 How to Create Business Equity and Competitive Advantage with Lists 153

Chapter 14 Why and How to Build a Sales Funnel Darcy Juarez, GKIC 157

The Why 157

The How 162

Section II Application

Chapter 15 You Can Attract Your Ideal Customers, Clients, or Patients: Why Settle for Anything Else? Ben Glass 175

If Lawyers Can Solve These Marketing Problems, Then It's Gonna Be a Piece of Cake for You in Your Business 177

Here's the Old Way Lawyers Solved the Problem of Breaking Through the Clutter 178

Magnetic Marketing Changed My Life 179

Five Secrets to Using Direct-Response Marketing to Market Your Professional Practice 180

Chapter 16 They All Laughed When I Stopped Selling My Products-Until I Became a Top Agent and Transformed My Entire Industry Craig Proctor 189

Breakthrough #1: The One Reason 192

Breakthrough #2: Replace Image Ads with USP Ads 193

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 196

Breakthrough #4: Instead of Advertising What You "Have," Call Out to Your Prospects by Advertising What They "Want," 198

Breakthrough #5: People Do Not Want to Be Sold 199

Breakthrough #6: Replace Your Property (Product) Ads with My Wide-Punnel Ads that Offer Lists of Homes Your Prospects Cannot Eliminate 200

Breakthrough #7: Increase Demand by Creating Competition and Urgency 201

Breakthrough #8: Always Find Innovative Ways to Get Prospects Hunting You Rather Than You Chasing Them 202

Chapter 17 An Optometrist Who Achieved Unexpected Success with Direct-Response Marketing Nick Loise, GKIC 207

Consider a Book 212

Beyond the Traditional Business 214

Relationship Strategy 215

Chapter 18 My Pink Lawyer's Road to Success Is Paved In Pink Nick Loise, GKIC 219

Action = Results 221

Call to Action-Always! 222

Section III Resources

A Special Invitation 229

Direct Marketing Businesses to Study 231

Retail 231

Professional Practices 232

Sales Professionals 232

B2B 232

Miscellaneous 232

About the Author 233

Other Books by the Author 236

Index 239

Customer Reviews