No B.S. Direct Marketing by Dan Kennedy

By Dan Kennedy

Radical secrets and techniques of direct advertising players

Go behind the curtain and take advantage of the undisclosed, off-the-record recommendations of today's best direct agents. those high-profile ideas will be utilized for your non-direct advertising company with striking effects and direct advertising guru Dan Kennedy can take you there.

Dan and his elite staff of consultants--all phenomenally profitable at borrowing direct advertising techniques from the realm of mail-order, television infomercials, etc., to exploit in 'ordinary' companies together with retail shops, eating places and sales--reveal their greatly various, super-profitable tools and percentage real advertising examples from their companies!

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Sample text

First, it varies a lot by business. But more importantly, it has to do with W H O you are trying to reach. Do they pay attention 35 Direct Marketing to and respond to the media? A flier for two-for-one pizza stuffed under windshield wipers of cars at a swap meet m a y be a good media. 00 in international currency funds stuffed under the same windshield wipers, bad media. But it's not the media. It's the use of it. The one sure thing is this: if the media can't be used to deliver a direct response message, skip it.

Well, w h o ' s for w h o m ? From n o w on, ye shall spend no dollar without tracking the )|. S. Direct Marketing brand identity. H a v e fun. But if you are an entrepreneur investing your own marbles, then forget all about it. Focus on response and sales. If you develop brand recognition accidentally along the way, great. But do not spend even a dime solely and exclusively on creating it. Do not let trying to get it interfere with response. As example, there are m a n y types of direct-response lead generation ads, designed to motivate a qualified prospect for a particular product or service to step forward, identify himself, and ask for information, that w o r k m u c h better "blind," absent any c o m p a n y n a m e or logo, than they do with identity disclosed.

With the information uncovered, here's what he could do: first, radically alter the places he advertised and the amounts of allocated to different places. There are magazines for and read only by truck drivers, truck stops where literature can be mailing lists, even phone number lists that can be "voice broadcast" messages. ) So instead of spending 100% of the ad dollars general media like USA Today, at least half should go where half the clients are coming from. In the Kennedy Marketing Triangle, I've just addressed Media.

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