Summary of Dan S. Kennedy's The Best of No B.S.

By IRB Media

Please note: This is a companion version & not the original book. Book Preview:

#1 Direct Marketing is a type of advertising that is derived from mail order. It is alive and well on TV with the My Pillow guy, but it also works for brick-and-mortar retail businesses, service businesses, and professional practices.

#2 Direct Marketing is a type of advertising derived from mail order. It works for brick-and-mortar retail businesses, service businesses, and professional practices. It is alive and well on TV with the My Pillow guy, but it also works for direct marketing businesses.

#3 Direct Marketing is advertising derived from mail order. It works for brick-and-mortar retail businesses, service businesses, and professional practices. It is alive and well on TV with the My Pillow guy, but it also works for direct marketing businesses.

#4 Direct Marketing is a type of advertising that is derived from mail order. It works for brick-and-mortar retail businesses, service businesses, and professional practices. It is alive and well on TV with the My Pillow guy, but it also works for direct marketing businesses.

• Language: English
• Publisher: IRB Media
• Release date: Sep 26, 2022
• ISBN: 9798350029734

IRB Media

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Insights on Dan S. Kennedy's The Best of No BS

Contents

Insights from Chapter 1

Insights from Chapter 2

Insights from Chapter 3

Insights from Chapter 4

Insights from Chapter 5

Insights from Chapter 6

Insights from Chapter 1

#1

Direct Marketing is derived from the practice of mail order, with set-in-stone success principles dating back to the turn of the century. It is alive and well on television with the My Pillow guy, but it can also be applied to brick-and-mortar retail businesses, service businesses, and professional practices.

#2

The day I wrote this, I had monthly tele-consulting sessions with a dentist and his wife who were expanding their follow-up from one cursory letter and one phone call to 17 letters, including several with specific offers, altered fee or terms options, and deadlines.

#3

Direct-marketing businesses are those that do not solicit orders for merchandise via mail, catalog, or online. They are typically local dental practices, carpet cleaning businesses, brick-and-mortar retailers, B2B–IT consultants, and industrial equipment manufacturers.

#4

You should not copy anyone who has a different agenda than you. If their objectives, goals, and reasons for doing what they do aren't similar to yours, don't study or emulate them.

#5

The first principle is to sell something. Now. This may seem obvious, but most businesspeople are operating as if they are oblivious to it. Emulating inappropriate examples is the same as trudging south to get to the North Pole. You'll probably get lost, tired, or eaten by a giant iguana before reaching snow.

#6

Most business owners are clueless when it comes to advertising and marketing. They are, therefore, often Advertising Victims, preyed on by media salespeople, ad agencies, website developers, and social media wizards.

#7

The third component of the KENNEDY RESULTS TRIANGLE is salesmanship multiplied in media. You already have a firm grip on this, as most business owners, regardless of their advertising or marketing skills, know how to sell their products or services.

#8

There will always be an offer or offers, a reason to respond right now, clear instructions, tracking, measurement, and accountability. Only no-cost brand-building, follow-up, and strong copy should be allowed. Results rule.

#9

The mindset of direct-marketing folks is result oriented. They find it difficult to just go out for a drive for the sake of going for a drive. They want a definite destination, an estimated time of arrival, and a purpose for the trip.

#10

A key difference between direct marketing and other forms of advertising is the presentation of a specific offer or offers. The offer should be a compelling reason for the prospect to do something.

#11

You have a choice to make. Will you allow yourself to be persuaded or bullied into spending money on marketing that cannot be directly held accountable for results and return on investment. Or will you insist on accountability.

#12

Discipline is a central theme of all business success. Anywhere you find significant success, you will find imposed absolute discipline. Unorganized advertising and marketing effort is not going to defy this fact of success.

#13

Direct purchase offers are simple, straightforward, and usually involve a buy one, get the second one free type of deal. They have several disadvantages, however. They may sacrifice price integrity and profitability, and they can only be responded to by people who are ready and able to buy right now.

#14

The offer can substantially reduce the waste factor in advertising, convert a sales culture to a marketing culture, and provide opportunity to build trust and create a relationship.

#15

Direct-response advertising is the staple of business marketing. The lowest threshold offer is for free information, which is sent by mail or FedEx, or accessed online. This is the staple item of direct-response advertising, in virtually every category of business.

#16

There is no law that says you must choose just one of these approaches. Most advertising dramatically suppresses possible response by presenting only a single reason for a response.

#17

The business owner’s main concern is that someone who responds to a High-Threshold Offer will trade down to a Low-Threshold Offer and delay their purchase. However, this rarely happens. The improved total response and value of leads captured for development more than makes up for what little trade-down occurs.

#18

The most common form of procrastination is hesitation, and it is amongst the most common of all human behaviors. We must be aware of all the potential response lost to such hesitation.

#19

Direct marketing can be used to create urgency of response. This can