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The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand!
The ultimate, no-nonsense guide to help you market your product, build buzz, and make more money than ever from marketing expert Dan S. Kennedy.Let’s face it—the business world today is nothing like it was ten years ago. Marketing budgets are tighter, consumers are more skeptical, and social media has changed forever the way we talk to our customers.In this new edition of his bestselling The Ultimate Marketing Plan, industry expert Dan S. Kennedy integrates such tools as social media marketing, networking, and strategic memberships into a complete plan that will strengthen your customer base without breaking your budget.Packed with updated examples, marketing techniques, and contributions from experts, Kennedy shows you how to catapult your company to the cutting edge.
253 pages, Kindle Edition
First published May 1, 1991
265 people are currently reading
1184 people want to read
About the author
Dan S. Kennedy
144 books371 followersDan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.
As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities.
Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year. Corporate engagements have included American Honda, Floor Coverings International, IBM, Pitney-Bowes, Sun Securities. Today, Dan rarely accepts speaking engagements outside of Glazer-Kennedy Insider's Circle ™ events.
As a direct-response marketing consultant and copywriter, Dan is the 'hidden genius' behind full-page magazine ads you read, TV infomercials you see, online marketing and direct-mail you receive. He is routinely paid upwards from $50,000.00 to, on average, $100,000.00 to $200,000.00 plus royalties to craft direct-response ads, sales letters, direct-mail campaigns and integrated offline/online marketing systems for his private clients.... over 85% of which repeat. His advertisements created for clients have appeared in over 200 magazines from industry trade journals, airline magazines and The Wall Street Journal to USA Today and Readers Digest to Cosmopolitan.
He has created winning campaigns for health, diet and beauty products and companies, B2B and industry products including software, and investments including Canadian land sold to Asian investors — but his #1 specialty, where he does most of his work, is with clients in the information-marketing industry including book, home study course, online course and newsletter publishers; seminar, conference and event promoters; coaching organizations; and associations. Most new client relationships begin with an initial consulting day at his base fee of $16,800.00, conducted in one of his two home cities. There is usually a waiting list, and new client candidates are asked to communicate initially via a one to two page memo describing their business, needs and interests.
As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities.
Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year. Corporate engagements have included American Honda, Floor Coverings International, IBM, Pitney-Bowes, Sun Securities. Today, Dan rarely accepts speaking engagements outside of Glazer-Kennedy Insider's Circle ™ events.
As a direct-response marketing consultant and copywriter, Dan is the 'hidden genius' behind full-page magazine ads you read, TV infomercials you see, online marketing and direct-mail you receive. He is routinely paid upwards from $50,000.00 to, on average, $100,000.00 to $200,000.00 plus royalties to craft direct-response ads, sales letters, direct-mail campaigns and integrated offline/online marketing systems for his private clients.... over 85% of which repeat. His advertisements created for clients have appeared in over 200 magazines from industry trade journals, airline magazines and The Wall Street Journal to USA Today and Readers Digest to Cosmopolitan.
He has created winning campaigns for health, diet and beauty products and companies, B2B and industry products including software, and investments including Canadian land sold to Asian investors — but his #1 specialty, where he does most of his work, is with clients in the information-marketing industry including book, home study course, online course and newsletter publishers; seminar, conference and event promoters; coaching organizations; and associations. Most new client relationships begin with an initial consulting day at his base fee of $16,800.00, conducted in one of his two home cities. There is usually a waiting list, and new client candidates are asked to communicate initially via a one to two page memo describing their business, needs and interests.
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Displaying 1 - 30 of 38 reviews
July 22, 2012
This book is not much more than an advertisement for the author's other products.
February 16, 2012
Of Dan Kennedy's marketing books, this is the one to start with to understand how his form of outrageous direct-response marketing works.
Starting with a clear definition of a Unique Selling Proposition and why you need one, the book gives an overall guide to what you need to market profitably to as many customers as you can handle.
Kennedy's fun, irreverent, no BS style always make reading his books fun, not to mention they're packed full of money-making information that you can use easily. You just have to add the hard work. Until I read this book, I always felt I was missing a big picture view of Kennedy-type marketing and now I have that.
If you're in business and want to make more money, read and apply this.
Starting with a clear definition of a Unique Selling Proposition and why you need one, the book gives an overall guide to what you need to market profitably to as many customers as you can handle.
Kennedy's fun, irreverent, no BS style always make reading his books fun, not to mention they're packed full of money-making information that you can use easily. You just have to add the hard work. Until I read this book, I always felt I was missing a big picture view of Kennedy-type marketing and now I have that.
If you're in business and want to make more money, read and apply this.
September 10, 2021
A constructive guide to creating your USP, identifying your target market, and marketing strategically. It’s an easy read with real-world advice based on Kennedy’s experience with many large and small clients. There are many specific, quantified examples within the text and in image form (such as sales letters and ads). The third edition, published in 2006, is much more focused on print than Internet marketing.
Although it's useful, I didn't find it as engaging as the marketing books Selling the Invisible or The Referral Engine.
I agree with most of Kennedy’s advice, but strongly disagree with his wish that unrestricted telemarketing and broadcast fax were still legal in the US.
I read this because my business coach recommended it, along with Dan Kennedy’s The Ultimate Sales Letter.
Putting Together the Right Message
• Bonus gifts often drive sales.
• A business, like a novel, should have a plot (USP; point of view).
• USP idea: use membership as a USP. Sell a “preferred client” membership.
• USP idea: address what customers don’t like about your industry or competitors.
• To create your USP, think about your business and its competitors, then write every fact, feature, benefit, promise, offer, and idea you can think of. Prioritize in order of importance to customer and contribution to differentiating you from your competition. This helps reveal your USP, supporting sales story, and related offers.
Presenting Your Message
• Ignite interest by offering a secret.
• The sales letter (specifically, personalized letter) is the most reliable marketing tool. Read The Ultimate Sales Letter.
Picking the Right Targets
• Geographic targeting: 1) Be sure the people fit your target market. 2) When you find a geographic market that works, “farm” it by mailing, going door-to-door, being involved in the community, etc.
• Demographic targeting: analyze demographics of current customers. Find biases and commonalities, and use them as criteria for future target marketing.
• Affinity/association targeting: target trade or professional associations, chambers of commerce, Toastmasters, etc. “Farm” these groups.
Proving Your Case
• Display pictures of satisfied clients.
• You can’t overuse testimonials. Collect and heavily use as many as you can get.
• Good testimonials are like before and after snapshots, describing the problem or skepticism, then the positive result or pleasant experience. They should also substantiate your claims and eliminate customers’ doubts.
• Testimonials should cover as many claim-benefit bases and demographic bases as possible.
• When marketing locally, consider hiring local personality/celebrity for advertising.
Getting Free Advertising
Get favorable media attention by joining forces with a charity. Choose carefully. Local chapters of reputable national organizations are usually safe. Choose one that’ highly visible in your community and aggressive in promotion.
Media attention ideas
• Commission or conduct a survey, poll, or study and send it to the media.
• Issue forecasts/predictions
• Be a guest on the radio/podcasts
• Write a book
Malibuism...Becoming Hot
Secret Weapon #9: “Constant change”: appeal to quickly-bored customers.
To get prestigious recognition from local or trade media
• Offer new products and services
• Tie into trends and current events
• Tie into seasons and holidays
• Piggyback on fads, even if unrelated to your business.
Maximizing Total Customer Value
• 68% of customers leave because they perceive indifference from the merchant.
• Secret Weapon #14: “Make the customer feel important, appreciated, and respected.”
• Sin #4: “Letting a customer leave angry without first exhausting every means at your disposal to resolve the dispute.”
• Have “a dedicated customer retention and appreciation program, including frequent contact and communication - a newsletter, greeting cards, useful information, little gifts.”
• Go after “lost customers.” When one goes “missing” for too long, send a letter, offer, coupon, or gift, or ask why they no longer buy from you.
• Secret Weapon #15: “Developing new products and services for existent customers instead of getting new customers for existent products and services.”
Miscellaneous
• Secret Weapon #13: “Asset sharing for marketing success”: pay a “host” business to let you be a “parasite,” accessing their customers
• Many more people will listen than read. Use audio in your marketing. Benefits: higher perceived value, most people listen from beginning to end, and you can cover more material than text.
• “An aversion to long copy and a love of ‘white space’ is a dead-bang giveaway of an inept expert.”
Although it's useful, I didn't find it as engaging as the marketing books Selling the Invisible or The Referral Engine.
I agree with most of Kennedy’s advice, but strongly disagree with his wish that unrestricted telemarketing and broadcast fax were still legal in the US.
I read this because my business coach recommended it, along with Dan Kennedy’s The Ultimate Sales Letter.
Putting Together the Right Message
• Bonus gifts often drive sales.
• A business, like a novel, should have a plot (USP; point of view).
• USP idea: use membership as a USP. Sell a “preferred client” membership.
• USP idea: address what customers don’t like about your industry or competitors.
• To create your USP, think about your business and its competitors, then write every fact, feature, benefit, promise, offer, and idea you can think of. Prioritize in order of importance to customer and contribution to differentiating you from your competition. This helps reveal your USP, supporting sales story, and related offers.
Presenting Your Message
• Ignite interest by offering a secret.
• The sales letter (specifically, personalized letter) is the most reliable marketing tool. Read The Ultimate Sales Letter.
Picking the Right Targets
• Geographic targeting: 1) Be sure the people fit your target market. 2) When you find a geographic market that works, “farm” it by mailing, going door-to-door, being involved in the community, etc.
• Demographic targeting: analyze demographics of current customers. Find biases and commonalities, and use them as criteria for future target marketing.
• Affinity/association targeting: target trade or professional associations, chambers of commerce, Toastmasters, etc. “Farm” these groups.
Proving Your Case
• Display pictures of satisfied clients.
• You can’t overuse testimonials. Collect and heavily use as many as you can get.
• Good testimonials are like before and after snapshots, describing the problem or skepticism, then the positive result or pleasant experience. They should also substantiate your claims and eliminate customers’ doubts.
• Testimonials should cover as many claim-benefit bases and demographic bases as possible.
• When marketing locally, consider hiring local personality/celebrity for advertising.
Getting Free Advertising
Get favorable media attention by joining forces with a charity. Choose carefully. Local chapters of reputable national organizations are usually safe. Choose one that’ highly visible in your community and aggressive in promotion.
Media attention ideas
• Commission or conduct a survey, poll, or study and send it to the media.
• Issue forecasts/predictions
• Be a guest on the radio/podcasts
• Write a book
Malibuism...Becoming Hot
Secret Weapon #9: “Constant change”: appeal to quickly-bored customers.
To get prestigious recognition from local or trade media
• Offer new products and services
• Tie into trends and current events
• Tie into seasons and holidays
• Piggyback on fads, even if unrelated to your business.
Maximizing Total Customer Value
• 68% of customers leave because they perceive indifference from the merchant.
• Secret Weapon #14: “Make the customer feel important, appreciated, and respected.”
• Sin #4: “Letting a customer leave angry without first exhausting every means at your disposal to resolve the dispute.”
• Have “a dedicated customer retention and appreciation program, including frequent contact and communication - a newsletter, greeting cards, useful information, little gifts.”
• Go after “lost customers.” When one goes “missing” for too long, send a letter, offer, coupon, or gift, or ask why they no longer buy from you.
• Secret Weapon #15: “Developing new products and services for existent customers instead of getting new customers for existent products and services.”
Miscellaneous
• Secret Weapon #13: “Asset sharing for marketing success”: pay a “host” business to let you be a “parasite,” accessing their customers
• Many more people will listen than read. Use audio in your marketing. Benefits: higher perceived value, most people listen from beginning to end, and you can cover more material than text.
• “An aversion to long copy and a love of ‘white space’ is a dead-bang giveaway of an inept expert.”
August 30, 2024
This is the master key to Kennedy-style marketing. It shows you how and why you need to target customers rather than going for the vague "anyone".
Since the third edition was released, the business world has changed thanks to the GFC. Trust is the currency in the new economy. Dan's book shows you how to give prospects trust as you reach out to them with your marketing.
Once you have a customer, it's up to you to keep the trust going, or they'll vanish.
HIGHLY RECOMMENDED for anyone who is self-employed, owns a business or is in a marketing role.
Since the third edition was released, the business world has changed thanks to the GFC. Trust is the currency in the new economy. Dan's book shows you how to give prospects trust as you reach out to them with your marketing.
Once you have a customer, it's up to you to keep the trust going, or they'll vanish.
HIGHLY RECOMMENDED for anyone who is self-employed, owns a business or is in a marketing role.
November 10, 2020
Review on Ultimate marketing plan..
What is marketing? According to UMP marketing is getting the right message to the right the right people through the Right media or method.
You marketing message is what grabs your prospect's attention telling them why they should you and why they should choose to do business with you over and above any other choices they might have. This is the reason businesses must put together the right message for their prospects. But one is being cautioned by Cavett Robert " Don't be in too much of hurry to promote until you get good, otherwise you just speed up the rate at which the world finds out you are no good" This is because large numbers of business people in all field rush to promote without stopping long enough to be sure they have something worth promoting.
*Putting together the right message
*
In putting together the right message businesses must develop the a Unique Selling Preposition (USP) which the writer termed as a weapon, since everyone is saying and delivering the same message, the USP explains your position against your competitors. USP can be based just anything, price product ingredients, it can also be based on color size, scent celebrity endorsement, location and hour of operation and many others.
"Timing is a business success factor and when businesses match USP with the right timing it can multiply success." One can have a good USP but if not presented at the right place at the right time it amount to nothing. The writer also advices for us to have values because " If you stand for nothing, you can fall for anything."
In marketing, messaging refers to how organization talks about itself and the value it provides by taking into consideration What and who this knowing what the organization needs to accomplish and the audience who are the target market and stakeholders you need to reach. When presenting the statement should be simple and clear, the message should be in a language that is easy for the target market to understand and there is also the need to pick the right audience by using the right media for the presentation."No matter how well equipped one might be, with the best gun, bullet and other hunting equipment you will still no do very well aiming at the wrong target." For example operating an alcohol business in an area full of Moslem.
To get your target market you must first look around the neighborhood and when you feel good then you are good to go this is termed as the **Geographic* target, secondly methods has to do with the *Demographics* thus the prefered kind of people and age then the third is the *Affinity* *and* *Association* by selling with groups or association.
Inasmuch you have a very good message it is very important to present it to the right target, the geographical area it is needed the group of people that need it and this is termed by the writer as *Tailoring and delivering your message to the right target*
The most important way to prove your case and also help you from *Zero to Maximum credibility* by using testimonials from customer, when business owners say good things about themselves it might not be believed by the prospects but testimonies from previous customers or clients and celebrity endorsement, and the use of client's picture could help as a prove and increase credibility, like the car dealer in the book Bill Glazner. Another typical example is NAM1 in his Menzgold transactions engaged most of our celebrities and was also seen in pictures with reputable people of our society that made people to trust him to be credible and ended up investing in his business.
What is marketing? According to UMP marketing is getting the right message to the right the right people through the Right media or method.
You marketing message is what grabs your prospect's attention telling them why they should you and why they should choose to do business with you over and above any other choices they might have. This is the reason businesses must put together the right message for their prospects. But one is being cautioned by Cavett Robert " Don't be in too much of hurry to promote until you get good, otherwise you just speed up the rate at which the world finds out you are no good" This is because large numbers of business people in all field rush to promote without stopping long enough to be sure they have something worth promoting.
*Putting together the right message
*
In putting together the right message businesses must develop the a Unique Selling Preposition (USP) which the writer termed as a weapon, since everyone is saying and delivering the same message, the USP explains your position against your competitors. USP can be based just anything, price product ingredients, it can also be based on color size, scent celebrity endorsement, location and hour of operation and many others.
"Timing is a business success factor and when businesses match USP with the right timing it can multiply success." One can have a good USP but if not presented at the right place at the right time it amount to nothing. The writer also advices for us to have values because " If you stand for nothing, you can fall for anything."
In marketing, messaging refers to how organization talks about itself and the value it provides by taking into consideration What and who this knowing what the organization needs to accomplish and the audience who are the target market and stakeholders you need to reach. When presenting the statement should be simple and clear, the message should be in a language that is easy for the target market to understand and there is also the need to pick the right audience by using the right media for the presentation."No matter how well equipped one might be, with the best gun, bullet and other hunting equipment you will still no do very well aiming at the wrong target." For example operating an alcohol business in an area full of Moslem.
To get your target market you must first look around the neighborhood and when you feel good then you are good to go this is termed as the **Geographic* target, secondly methods has to do with the *Demographics* thus the prefered kind of people and age then the third is the *Affinity* *and* *Association* by selling with groups or association.
Inasmuch you have a very good message it is very important to present it to the right target, the geographical area it is needed the group of people that need it and this is termed by the writer as *Tailoring and delivering your message to the right target*
The most important way to prove your case and also help you from *Zero to Maximum credibility* by using testimonials from customer, when business owners say good things about themselves it might not be believed by the prospects but testimonies from previous customers or clients and celebrity endorsement, and the use of client's picture could help as a prove and increase credibility, like the car dealer in the book Bill Glazner. Another typical example is NAM1 in his Menzgold transactions engaged most of our celebrities and was also seen in pictures with reputable people of our society that made people to trust him to be credible and ended up investing in his business.
November 18, 2025
Great info.
Learn your demographics a to get better numbers of responses.
Tailor your message to the right target!
Who is your MUST BUY NOW AND CAN BUY NOW
DEVELOP MARKETING MESSAGES WITH THE UNDERSTANDING THAT RECIPIENTS WILL BE STUBBORNLY RELUCTANT TO BELIEVE THEM.
USE PICTURES THAT PROVE YOUR CASE
TESTIMONIALS
MAKE A LIST TO F EVERY CLAIM, FEATURE, BENEFIT AND FACT
MAKE A LIST OF EVERY FEAR, DOUBT, OR QUESTION
THEN COLLECT AND USE TESTIMONIALS THAT SPECIFICALLY SUBSTANTIATE THE CLAIMS AND ELIMINATES THE DOUBT
CONGRUENCY:
YOUR PERCEPTION MUST BE CONGRUENT
Every piece of your marketing puzzle should be strategically crafted to reinforce a single central perception.
EX: ONLY 3 ASPECTS
TO GET PATIENTS WELL
TO TEACH PATIENTS HOW TO STAY WELL
TO INSPIRE PATIENTS TO REFER
ALWAYS BE CONSTANTLY CHANGING
ADD NEW SERVICES, INNOVATION, ETC
BE KNOWN AS THE BEST OF (YOUR TRADE MAGAZINE)
CREATE A PRESS KIT:
Biography and/or resume
Chronological history of industry and your business
Photos of business and service
Photos in action, interviews
Copies of articles from book
Copies of articles about business
Position statements such as studies, polls, etc
List of subjects you’re an expert on and be called to comment on.
SEND YOUR PRESS KIT WITH COVER LETTER TO RADIO, TV, NEWSPAPER, MAGAZINE, AND PODCASTS
COLLECT INCOMING CALL DATA
AFTER COLLECTING THEIR INFO, THEN HAVE AN “Oh, by the way, we have a special offer for you since you called today, can I tell you about it?”
HAVE A LOW TICKET UPSELL GET THEM TO BUY
Learn your demographics a to get better numbers of responses.
Tailor your message to the right target!
Who is your MUST BUY NOW AND CAN BUY NOW
DEVELOP MARKETING MESSAGES WITH THE UNDERSTANDING THAT RECIPIENTS WILL BE STUBBORNLY RELUCTANT TO BELIEVE THEM.
USE PICTURES THAT PROVE YOUR CASE
TESTIMONIALS
MAKE A LIST TO F EVERY CLAIM, FEATURE, BENEFIT AND FACT
MAKE A LIST OF EVERY FEAR, DOUBT, OR QUESTION
THEN COLLECT AND USE TESTIMONIALS THAT SPECIFICALLY SUBSTANTIATE THE CLAIMS AND ELIMINATES THE DOUBT
CONGRUENCY:
YOUR PERCEPTION MUST BE CONGRUENT
Every piece of your marketing puzzle should be strategically crafted to reinforce a single central perception.
EX: ONLY 3 ASPECTS
TO GET PATIENTS WELL
TO TEACH PATIENTS HOW TO STAY WELL
TO INSPIRE PATIENTS TO REFER
ALWAYS BE CONSTANTLY CHANGING
ADD NEW SERVICES, INNOVATION, ETC
BE KNOWN AS THE BEST OF (YOUR TRADE MAGAZINE)
CREATE A PRESS KIT:
Biography and/or resume
Chronological history of industry and your business
Photos of business and service
Photos in action, interviews
Copies of articles from book
Copies of articles about business
Position statements such as studies, polls, etc
List of subjects you’re an expert on and be called to comment on.
SEND YOUR PRESS KIT WITH COVER LETTER TO RADIO, TV, NEWSPAPER, MAGAZINE, AND PODCASTS
COLLECT INCOMING CALL DATA
AFTER COLLECTING THEIR INFO, THEN HAVE AN “Oh, by the way, we have a special offer for you since you called today, can I tell you about it?”
HAVE A LOW TICKET UPSELL GET THEM TO BUY
March 20, 2021
I don't know how to put into words but the best way to state it would by saying that this book is more of an advertisement for author's other books and his friends' books. Despite having a a few good tips on marketing, this books doesn't make it the qualification of good marketing books.
Reading this book could very well help one to understand the difference between a good book and a bad one but definitely not much about marketing.
I am giving it 2 stars because of some of the quality content that appeared on rare occasion but with this ridiculous number of advertisement within the book has made me never buy this author's books again.
Reading this book could very well help one to understand the difference between a good book and a bad one but definitely not much about marketing.
I am giving it 2 stars because of some of the quality content that appeared on rare occasion but with this ridiculous number of advertisement within the book has made me never buy this author's books again.
December 24, 2024
great book timeless even if some links are down
I respect the logic of what is put into this book and the many examples of how this does indeed work. I think congruency is slipping a bit but overall it’s well worth the re and a re-read. Just doing something’s from this book you can dramatically boost the sales & overall perception of your business. The only trouble I have is it seems like the person that already has a business built can benefit from this more than a beginner who has never created anything…. But that speaks to other things as well meaning you need to be a doer not just a reader or dreamer. Big thanks to Dan Kennedy for this book.
I respect the logic of what is put into this book and the many examples of how this does indeed work. I think congruency is slipping a bit but overall it’s well worth the re and a re-read. Just doing something’s from this book you can dramatically boost the sales & overall perception of your business. The only trouble I have is it seems like the person that already has a business built can benefit from this more than a beginner who has never created anything…. But that speaks to other things as well meaning you need to be a doer not just a reader or dreamer. Big thanks to Dan Kennedy for this book.
November 20, 2019
Essential for anyone who advertises
After reading this I feel my outlook on how to build my business more effectively,
and inevitably more cost effectively is vastly improve,
believe me you are leaving dollars on the table if you don’t use these strategies
After reading this I feel my outlook on how to build my business more effectively,
and inevitably more cost effectively is vastly improve,
believe me you are leaving dollars on the table if you don’t use these strategies
July 5, 2021
Im Gegensatz zu „Ultimate Sales Letter“ ist dieses Buch von Dan S. Kennedy leider sehr theoretisch und outdated.
Mir fehlen praxisnahe Beispiele, Anleitungen und leider auch das versprochene Update an moderne Marketing-Umgebungen.
Mir fehlen praxisnahe Beispiele, Anleitungen und leider auch das versprochene Update an moderne Marketing-Umgebungen.
January 6, 2022
The last edition Is outdated, but the marketing principles are still relevant. Recommended if starting in marketing.
The author explains the marketing sins and weapons and provide many examples from his own clients.
The book Is full of ads, and promotions of his other books and services.
The author explains the marketing sins and weapons and provide many examples from his own clients.
The book Is full of ads, and promotions of his other books and services.
March 10, 2022
Un libro que te enseña las bases del marketing. Te servirá mucho si aún no tienes el conocimiento o las bases para entender e implementar el marketing en tu negocio. La puntuación que le doy es porque ya sabia los conceptos. 😃
October 1, 2022
Another WINNER From NO BS Kennedy!
I have been in both the public relations consulting business and been a long time serial entrepreneur. I alway find golden nuggets in Dan's books and this one is NO exception! I again took extensive notes and turned them into PDFs.
I have been in both the public relations consulting business and been a long time serial entrepreneur. I alway find golden nuggets in Dan's books and this one is NO exception! I again took extensive notes and turned them into PDFs.
December 21, 2023
Another exceptional book by Dan S. Kennedy!
All small business owners need to get this book.
Dan Kennedy provides highly useful and practical tips and examples of how to position your business to escape becoming a commodity.
All small business owners need to get this book.
Dan Kennedy provides highly useful and practical tips and examples of how to position your business to escape becoming a commodity.
May 29, 2017
Amazing book, takes you back to the basics on some points but it's needed. Also, the examples are nice too.
January 3, 2019
Clear, concise and a good read to encourage me to follow through.
February 10, 2021
I recommend it. It worked for me some strategies described on this book. It is a "A-Z" marketing plan really that any – freelancer/self-employed, small, medium, large – business can implement.
November 5, 2021
Good advice, but outdated. A lot of the examples felt spammy, and he addresses distrust in the book.
August 17, 2022
It could’ve been a lighter read if he left off the bragging.
December 9, 2022
A useful book to learn marking from the Guru of marketing Dan Kennedy
December 27, 2024
2,5/5 ⭐️
i was missing something. it didn't charm me, tbh.
i was missing something. it didn't charm me, tbh.
January 15, 2025
Mandatory reading for every business owner, marketeer and salesperson.
July 25, 2025
Lots of great ideas, and the ideas are practical, effective, and accessible if you are willing to do the work to do them.
June 29, 2021
Hier had ik toch echt veel meer van verwacht.
Maar het boek is vooral een reclame voor de andere verkoopbare dinges van Dan Kennedy. Echt ondermaats. Een beetje schielijke zelfpromo kan nog, maar constant reclame voor jezelf in een boek? Op bijna elke pagina? Dat is er echt over.
Vooral omdat het boek zelf ook al niet sprankelt. Voelde voor mij vooral aan als een voorbijgestreefde copywriter die hoorde dat er intussen iets is als "internet" en daar snel-snel wat alinea's probeert over te schrijven in de laatste update van zijn werk.
Saai geschreven, oudbollig, 95% direct marketing. Geen succes.
Maar het boek is vooral een reclame voor de andere verkoopbare dinges van Dan Kennedy. Echt ondermaats. Een beetje schielijke zelfpromo kan nog, maar constant reclame voor jezelf in een boek? Op bijna elke pagina? Dat is er echt over.
Vooral omdat het boek zelf ook al niet sprankelt. Voelde voor mij vooral aan als een voorbijgestreefde copywriter die hoorde dat er intussen iets is als "internet" en daar snel-snel wat alinea's probeert over te schrijven in de laatste update van zijn werk.
Saai geschreven, oudbollig, 95% direct marketing. Geen succes.
January 9, 2024
Great book - in a world where we must get creative with our marketing to get our message heard as the load of information on our prospect increases...
... the ultimate marketing plan will get your brain juices going to get your message and marketing more innovative and targeted to ensure maximum return by outside the box thinking - I know how out side the box thinking to market my own businesses has done wonders for my business in the most saturated and competitive of environments
To Our Continued Success!
Seemy
Waseem.tv/Blog
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... the ultimate marketing plan will get your brain juices going to get your message and marketing more innovative and targeted to ensure maximum return by outside the box thinking - I know how out side the box thinking to market my own businesses has done wonders for my business in the most saturated and competitive of environments
To Our Continued Success!
Seemy
Waseem.tv/Blog
👆🏼 P.S -
If you found this review helpful - I’d like to invite you to discover more on our blog. Where the community share some of our most important insights to level up each others knowledge 💡- from experience in studying books like this, training programs, podcasts and much more - visit the blog link above to find out more.
P.P.S 😅 - You probably noticed from my profile that I’ve reviewed a LOT of books over the years now - if you love seeking knowledge like me I’d love to connect with you further as a like minded person (send me a friend invite! 😀) - Also if you are curious - here is my preferred and recommended resource for seeking timeless wisdom - Check it out via the website invite link below 👇🏼 (You’ll be able to claim some awesome books for free 📚)
https://Waseem.tv/GoodReadsBookInvite
December 22, 2021
Conocí este libro porque me lo recomendaron varios compañeros que optan por el copywriting en sus negocios digitales.
Definición de MARKETING
Dar el MENSAJE correcto a la AUDIENCIA correcta mediante el MEDIO y MÉTODOS correctos, de forma EFECTIVA, EFICIENTE y APROVECHABLE.
FACTOR 1: RIGHT MESSAGE
ARMA: El USP
- Propuesta de venta única (USP, Unique Selling Proposition). Lo que te diferencia de la competencia, lo que te desmarca de todas las otras opciones.
- Característica 1: La USP es una forma de resumir y telegrafiar los BENEFICIOS de tu negocio, producto o servicio.
- Característica 2: La USP expresa el tema de tu negocio, producto o servicio.
- El USP tiene que conectar con el cliente. El cliente tiene que decir tras leer tu USP "Oye, esto es PARA MÍ".
- El USP tiene que responder a la pregunta: ¿Porque debería escoger este negocio/producto/servicio y no otra opción?
- El USP tiene que vender valores (por ejemplo: la juventud)
- El USP tiene que estar vinculado a una misión que vaya más allá de un individuo o una empresa.
RESUMEN: Tu MENSAJE es la historia que vas a contar sobre tu negocio. El mensaje principal debe ser la base de tu negocio, permanente y consistente. Debe asentarse en tu USP.
Definición de MARKETING
Dar el MENSAJE correcto a la AUDIENCIA correcta mediante el MEDIO y MÉTODOS correctos, de forma EFECTIVA, EFICIENTE y APROVECHABLE.
FACTOR 1: RIGHT MESSAGE
ARMA: El USP
- Propuesta de venta única (USP, Unique Selling Proposition). Lo que te diferencia de la competencia, lo que te desmarca de todas las otras opciones.
- Característica 1: La USP es una forma de resumir y telegrafiar los BENEFICIOS de tu negocio, producto o servicio.
- Característica 2: La USP expresa el tema de tu negocio, producto o servicio.
- El USP tiene que conectar con el cliente. El cliente tiene que decir tras leer tu USP "Oye, esto es PARA MÍ".
- El USP tiene que responder a la pregunta: ¿Porque debería escoger este negocio/producto/servicio y no otra opción?
- El USP tiene que vender valores (por ejemplo: la juventud)
- El USP tiene que estar vinculado a una misión que vaya más allá de un individuo o una empresa.
RESUMEN: Tu MENSAJE es la historia que vas a contar sobre tu negocio. El mensaje principal debe ser la base de tu negocio, permanente y consistente. Debe asentarse en tu USP.
This entire review has been hidden because of spoilers.
November 25, 2012
If you run a business or sell anything and haven't read this book, why not?
This is a great starting point for a student of marketing and you can't go wrong with it. There is a lot in this for the cheap price of a book.
Beware, if you new to Dan Kennedy, he is a fabulous marketer and each of his books is really a promotion to buy the next product. That is not at all a criticism, but to prepare you that this is the start of a lot of other great information. Just do not think this book will be all inclusive.
You get far more than you pay for and it is a great introduction to direct response marketing.
This is a great starting point for a student of marketing and you can't go wrong with it. There is a lot in this for the cheap price of a book.
Beware, if you new to Dan Kennedy, he is a fabulous marketer and each of his books is really a promotion to buy the next product. That is not at all a criticism, but to prepare you that this is the start of a lot of other great information. Just do not think this book will be all inclusive.
You get far more than you pay for and it is a great introduction to direct response marketing.
August 6, 2019
A really good book that give a comprehensive marketing plan that can be used by almost any business to grow profitably.
With the frameworks here, you can creatively adapt it to your business, and utilise media that is available to you at your stage of business and profitability.
With the frameworks here, you can creatively adapt it to your business, and utilise media that is available to you at your stage of business and profitability.
December 22, 2020
I had never lost track of time reading a business book which also had me chuckling once or twice per chapter. Dan Kennedy's a brilliant writer and an even better marketer if one believes the truck load of endorsements and testimonials that follow this guy around. I can't wait to get started on his other books. There's a lot of fundamental marketing wisdom here that I wished I had learned in the marketing classes I took at university. Why business schools fail to resort to minds such as Kennedy's is beyond me.
July 27, 2015
This is one of those books you should read if you work in marketing. It's definitely a solid starting point and Mr. Kennedy is certainly very influential in the field. It does feel a little antiquated and basic, however. In the areas where I disagreed, or felt the advice was out of date or overly simplistic, re-reading this did help crystallize my own opinions and approach. It's certainly worth reading if you are in business.
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