Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer

by Dan S. Kennedy

MAGNETIC MARKETING(R) is a radical, dramatically different sea-change in the way new customers, clients, patients or prospects are attracted and in the way products, services, businesses and practices are advertised. It is a "change movement" that has established itself in over 136 different niches, business categories, industries and professions, but is still also a "best kept secret"--its practitioners are in a "secret society." It--and only it--offers real protection from commoditization, Amazon-ization, price and profit destruction. It is soundly based on well-proven strategies dating from the turn of the century to the present. No academic theories, no vague "ideas," no fads. No BS! The makings of a system for your business's sustainability and growth you can rely on. It is introduced to you in this important and timely book. You have made a wise decision obtaining it. Bolt the door, put away the device and dig in! magneticmarketing.com

Genres: Business, Nonfiction, Entrepreneurship, Dentistry

200 pages, Hardcover

Published November 1, 2018

About the author

Dan 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.

Reviews

[Mark Manderson · Rating 5 out of 5]

This is a must read.

Here is what I got from reading this.

You need a USP:
WHAT DO YOU DO THAT'S DIFFERENT COMPARED TO COMPETITORS?
HOW DO YOU UNIQUELY BENEFIT YOUR TARGET MARKET?
CAN YOU NICHE YOUR TARGET HOW NOBODY ELSE CAN?
Stop marketing to the wrong people.
DON'T market to everyone
Direct it toward 1 PERSON
STOP saying the WRONG things.
Look to connect with your target market
STOP asking for the sale so quick.
Build trust and nurture as the authority.
STOP advertising everywhere and anywhere.
Find out where your market spends their time and then advertise EVERYWHERE they are.
NO marketing system
Focus on LEAD GEN
Focus on CONVERTING
Focus on RETENTION and REFERRALS
STOP chasing clients.
You want to attract them. Use a small report promising to solve a specific problem they face.
NO follow up
Always follow up so they feel special and desire to return. Get to know their birthday, anniversary, children, friends, etc

SEND OUT NEWSLETTER:
LET PEOPLE KNOW WHAT YOU DO
WHO I AM, WHAT I DO
USE PERSONAL STORIES OF OWN LIFE
USE PICTURES TO HELP CONNECT
ONLY 25% IS EDUCATION, THE REST IS TO SHARE YOUR LIFE AND CONNECT
MUST HAVE AN OFFER AT THE END WITH A CTA

BUILD A REFERRAL SYSTEM
THE MAGNETIC MARKETING TRIANGLE:
MESSAGE, MARKET, AND MEDIA

PSYCHOGRAPHICS
What keeps them awake at night?
What are they frustrated about?
What is causing them pain as it relates to your service?
What is the single biggest problem you can solve for them?
What do they secretly desire most?

CREATE A WIDGET:
An irresistible offer (all add ins that they can’t say no)

ALWAYS HAVE AN OFFER
ALWAYS HAVE A CTA TO RESPOND NOW BY CREATING URGENCY

Give clear instructions on how to buy what you’re selling.
Track and measure every marketing aspect and hold a high level of accountability
Be sure to FOLLOW UP with every prospect and nurture them.
Provide a second notice with humor and tie it to an onrushing deadline.
Give a 3rd and final notice
Change the offer

USE COMPELLING HEADLINES
FIND OUT WHY 7 OUT OF 10 HOMES DON'T SELL
Special report reveals the four most common mistakes that can cost you thousands.
LEAD GEN MAGNET REPORT OR GUIDE
SHOWING THE PROBLEMS YOU PROVIDE SOLUTIONS TO
YOU ARE THE EXPERT
EX: 6 Ways To Have a Pain Free Back in 6 Weeks (and one of the solutions is to come to you weekly, and the others are helpful info.
AVOID ME AND FOCUS ON THEM
TELL PEOPLE WHAT TO DO BUT NOT HOW TO DO IT
HAVE A CALL TO ACTION
LEAD GEN: CAN BE A SIMPLE LANDING PAGE
Sell them in getting the lead gen magnet.
Must have a sexy and exciting title and be informative, the magic pill.
Collect contact info to use for follow up
Deliver Lead Gen magnet
Get lead in CONVERSION SYSTEM

SHOW UP LIKE NO ONE ELSE
KEEP UP RETENTION BY SHARING WHAT'S NEW AND HAVING A CTA

🧲 MARKETING:
FRONT END: Outreach to attract and acquire new customers
BACK END: Develop and retain customers while increasing frequency, cross selling, new offers, and continuous nurturing.

CUSTOMER NEWSLETTER:
Printed monthly to their door

WORD OF MOUTH REFERRALS:
Ask: How can we do what it is that we do here so well that people can’t resist telling others about us?

PAGE 163 FOR EX OF BEST MAGNETIC MARKETING
A SMALL TARGET MARKET “CHAMPION CIRCLE OF INFLUENCE”
THE FOLLOWS UP WITH LEAD GEN MAGNET OF OFFER FOR FREE IN HOME AUDIT
3 FOLLOW UP MAILERS 10 DAYS AND A FINAL NOTICE
ONCE OUT FOR AUDIT, USES A 100 MOST COMMON ISSUES AUDIT, THEY WATCH A DVD THAT SELLS MATTS AND THEN FIXES ON THE SPOT

[Chandler Lyles · Rating 1 out of 5]

I’m honestly shocked this book has more than 4 stars on this app. I rarely disagree with the crowd on Goodreads. Do not buy this book. The information is basic at best and is presented to you like a carnie beckoning you to play their game.

[Daniel Taylor · Rating 5 out of 5]

For years, I've admired Dan S. Kennedy and been part of his tribe. In this book, he outlines step-by-step what you need to do to get new customers into your business. This is the book format of his bestselling information product of the same name. Read this book and you'll find plenty of ideas to act on — ideas that will make you lots of money.

[Dillon · Rating 5 out of 5]

Great book breaking down the importance of building and delivering lead magnets to generate a stream of steady customers. It also has some excellent case studies and examples in the book of companies who've successfully implemented the Magnetic Marketign system. The goal of this book is to teach you about how to attract customers, retain customers, and to increase referrals, and it does an excellent job at that.

[Mike · Rating 4 out of 5]

Magnetic Marketing is a book mostly centering around Direct Response Marketing. The book is very short and easy to consume read. The author is borderline legendary in marketing circles and is knowing for getting to the point so there's little to no fluff. Overall, this book was very elementary but quite good. I would highly recommend it for newer marketers or entrepreneurs that for whatever reason are struggling to understand where to invest their marketing efforts.

[Sharon Orella · Rating 2 out of 5]

Short book not designed for retail sales

I was looking for more info on selling direct to folks and this is one primarily directed to people who provide a service vs a product.

[Allison K · Rating 4 out of 5]

As far as marketing books go, Magnetic Marketing by Dan S. Kennedy teaches you how to build a business with stability and growth you can rely on. Self-described as “how to attract a flood of new customers that pay, stay and refer”, Magnetic Marketing focuses on the mistakes and failures made and how to turn that right around into a profitable, successful business. Knowing the foundations and principles of Magnetic Marketing is key to having a thriving business. As you learn how to attract, convert and retain customers, you grow loyalty, referrals, media channels, interest and increase profits.

The authors foundations of any marketing is knowing exactly who you want your customers to be, and how to turn around your current failing market. Having a unique selling proposition is key to attracting the customers instead of chasing them. The foundation is all about knowing the WHO and how to connect and solve the problems that may come about. A key point throughout the book is that it’s not about working harder or working smarter but about having a new strategy and system to do it. The authors principles is all about building your own system that works. The ten foundational rules builds on his principles of magnetic marketing. Each rule is referred to as a mandate not a recommendation that is “the right approach, the best approach, and the approach that you can be sure of that will work” (Kennedy 95). Every rule is simple and self-explanatory, but he gives some situations where you may doubt the rule will work, when it does indeed work. Every business needs to build a system no matter the type of company, and you must include the three building blocks that make up the triangle along with the three different types of magnetic systems. Each and every system is all about the WHO, how to make them lifetime customers and how to turn one client into multiple clients.

The book was very engaging to me due to the content and Kennedy’s writing style. The book is very straight and to the point with no unnecessary fluff added, but the diagrams and different formats keeps the book engaging and interesting. He builds off everything he says and relates back to it all throughout the book. A reader can always understand what he is saying by the examples he gives and his simple definitions. This book refers to both people who want to start a business and people who currently want to expand and make it more successful, but mainly for small businesses only. I found it very interesting to read that “80% do poorly and 20% succeed” (Kennedy 18). I knew more businesses failed than succeeded, but I did not know that it was such a big gap between them. Based on the different ways Kennedy said to market a business, the average person who wants to go and learn from the ways of him can easily accomplish this. I went out of my way to read one of his books because of his past successes, and reading this book really encourages me to follow everything he said, and having it published by Forbesbooks really shows how amazing he is and how people should learn from him.

This book really intrigued me because it could help me personally with my own business. I currently have my own little business, and after reading this book I went back and evaluated everything I did in the past and what I could change to follow this book. I also knew the WHO, which is the same as knowing the demographics and psychographics of the people who were my target market. I was able to have my own widgets that considered of “highly appealing offers” (Kennedy 80), and bundled items. This book shows how anything can be done no matter the business, and how every business does them in their own way as seen by the different examples. Kennedy’s key points are to create customer lifetime value, leaving an impression that they will never forget, creating chains of referrals to expand and flourish your business. Many points Kennedy listed through the book overlaps in many ways, but it just emphasizes how important it is to hit that aspect in your business. This book is very practical as it hits all key points of a business. As Kennedy said, “There are three steps to positive change: Awareness, Decision and Action” (Kennedy 158). I would definitely recommend this book to anyone who wants to create a business or expand and grow a current one. “It is a ‘change movement’” that everyone should take, and it starts by reading this book.

[AJ Bogdan · Rating 4 out of 5]

I thought there was a lot of strong material in this book. I listened to it during my commute, but I’d actually recommend reading a physical copy and annotating as you go. When I revisit it, I’ll be buying the hard copy.

The first few chapters are pretty repetitive and can be boiled down to three ideas: this book will teach you marketing, most of what you think you know about marketing is wrong, and a series of success stories that don’t go very deep into the actual tactics used.

Once you get past that opening stretch, the book gets much better. It shifts into practical, actionable ideas you can implement immediately. As the author points out at the end, though, none of it matters if you don’t apply what you learn. If you don’t take action, you’re no better than someone who doesn’t read at all.

[Scott Wozniak · Rating 3 out of 5]

This is a solid, standard approach to marketing that touts itself as radically different. The focus is on small businesses and the core idea is to identify who your target customer is and only market to them where they are at. Yeah, that's marketing 101. It's well written with stories and examples. But the examples are quite dated now (e.g. magazine ads are one of the best practice tips and he strongly recommends paper newsletters instead of email newsletters). So, while there were some good reminders in here, there wasn't anything insightful or useful that I haven't heard said better in another book (or three other books).

[Lorraine Schuchart · Rating 4 out of 5]

Dan S. Kennedy is known and revered among marketers for his vast knowledge and ability to simplify the marketing process. For that reason, this book is best for people with little to no knowledge of marketing.

For those of us who are experienced marketers, Magnetic Marketing is a great reminder that while so many aspects of marketing have changed since the book was published, the core fundamentals remain the same.

[Gil · Rating 5 out of 5]

Always delivers!

Dan Kennedy always delivers and never fails to tell it as it is when it comes to getting practical yet BIG Real life- Results for small businesses.

I've already have a plan mapped out thanks to his content and am looking forward to both implementing my time forward capturing some more of his book material and my small business adventure

[Corey Scott · Rating 5 out of 5]

Rock Solid Intro To Direct Response Marketing

Dan Kennedy did an excellent job introducing to some and further explaining to other, a new and better way to market a small business. Every small business owner owes it to themselves, their business and family to read this valuable resource. Highly recommend it!

[Hatodi · Rating 4 out of 5]

This book reminds me of many things in marketing that I tend to forget. It's not about chasing customers, but magnetic customers.
Building a system that can measure:
- Lead generation
- Conversion
- Referral

With a loyal customer, turn him into a hundred customers (you are for sure going to open and read mail from your friends, not from me)

[StorageKnowledge · Rating 5 out of 5]

สำหรับผมที่ยังเป็นมือใหม่ในการทำ marketing อยู่ถือว่าเปิดโลกมากครับ ได้หลักการและระบบในการทำ marketing มาหลายอย่าง หนังสือมีประมาณร้อยหน้าถือว่าไม่ได้เยอะมาก อ่านได้วันเดียวจบ ค่อนข้างคุ้มค่าสำหรับผมอยู่ครับ

[Fabrizio Poli · Rating 5 out of 5]

I loved this book. A quick, easy read full of great practical examples.
For anyone that needs tio understand how to do 'real' marketing, this is the book. I am looking forward to reading more dan Kennedy books.

[EG · Rating 3 out of 5]

the 2nd half of the book had amazing content ... you just have to get through the first 70 some odd pages first.

If they wanted to pad the book to make it a thicker book, add more case studies ... those were great examples!

[Paride Azzari · Rating 5 out of 5]

Perfect book to get in touch with Dan Kennedy marketing.
It covers all the basics of setting a marketing system.

It is not as detailed as the No B.S. Collection, that is why I would recommend it to any beginners.

[Kristen David · Rating 5 out of 5]

Great book. It should be read or listened to multiple times to get the full appreciation for all the amazing tips that are provided.

[Angelo Perone · Rating 5 out of 5]

Excellent

If you have a business and aren’t doing these simple things, you are lazy or just don’t care! What a useful book

[Jason Stokes · Rating 4 out of 5]

A few typographical errors but the information is a pared-down version of what I've heard before as a successful method to modern sale.s

[Raejean · Rating 4 out of 5]

Great marketing principles. Some of the techniques might be a little outdated, but it's definitely worth more than one read through.

[Mindy · Rating 3 out of 5]

No matter what your level of experience or knowledge, you will get something out of this book.

I got something out of the case studies.

[Dean Peterson · Rating 5 out of 5]

Anything Dan Kennedy helps if you are an entrepreneur. He is one of us and he gets it. He has $3,000 courses so these $12 books are the deal.

[Dariusz Wasztyl · Rating 3 out of 5]

Jeśli ktoś jest zupełnie nieświadomy podstawowych zagadnień dotyczących marketingu ta książka może mu pomóc.

[Erik Leask · Rating 5 out of 5]

Excellent bones and structure of direct response marketing. Highly recommended introductory book that challenges traditional, non-sensical marketing.

[William Allen · Rating 5 out of 5]

clarity at its best

Made it simple for me to understand and implement . Great read I would recommend to my friends who need help marketing their business

[Valerio Monti Budelski · Rating 3 out of 5]

Nur basics. Alex hat das Thema gebündelter und ausführliche dargestellt...

[Paul Copcutt · Rating 5 out of 5]

A simple and effective system to follow for marketing your business

[Leah Lindeman · Rating 5 out of 5]

THE marketing book to read!!!

[Fatima Mohammed · Rating 3 out of 5]

This book overpromises and under-delivers. There's NOT much practical stuff to go on, loads of fluff, puffing, hype, and Oh none of the links works anymore. Not impressed.