Who is Dan Kennedy?

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Glazer-Kennedy-Style Marketing Summarized

It's all about results. Not opinions. A governing principle is that your friends', peers', competitors', trade associations', employees', spouse's, mother-in-law's opinions, even your own opinions, do NOT count. The only votes that count are accompanied by money.

There are three fundamentals to ALL successful marketing, of equal importance to one another. One: MESSAGE; what you say about yourself, your products, services, offers, guarantees, company, features, benefits, customers, etc. that is compelling and magnetic to a particular audience. Two: MARKET; who you choose to craft the message for, and deliver it to. Three: MEDIA; how you get the message to the market in a way that is effective, efficient and affordable.

Assumptions verboten. Do not assume your mail will be opened, your ads read. Do not assume your customers remember your story or believe your promises. Instead, think and act as if they do not.

Direct-response ONLY. Brand-building, if it occurs, is happy by-product, not purpose. Image is sacrificed for impact. Nothing that cannot be accurately, ruthlessly tracked, measured and held accountable ever done.

Long copy. "Experts" and the ignorant (often the same people) keep insisting that long copy is dead', .that "our clientele" is too dumb/too busy/etc. to read long copy, ..that times have changed and short copy is in, etc., etc. ad nauseum. They said this in 1940. 1950. 1960. 1970. 1980. 1990. 2000. 2007. Wrong before, wrong now. EMPIRICAL EVIDENCE PROVES VIRTUALLY WITHOUT EXCEPTION that long copy sells more. Bring me any actual control' using brief, short copy, let's make a $50,000.00 wager, I'll replace it with long copy, re-test, loser pays.

Ugly, clunky, odd outperforms pretty, elegant, normal. Same control' wager is available.

One-step, one-hit marketing is stupid. If you are going to mail one flyer and stop, stop before you mail the one flyer. Repetition - but not dumb ad agency, image, brand repetition - is absolutely REQUIRED to get maximum response, usually just to get satisfactory response. ALL marketing message deliveries should be done in message-linked, strategically timed SEQUENCES, usually multi-media. (Example: 3 letters, each 15 days apart; FAXes and e-mails in between; voice broadcast before and after 3rd mailing.)

No media is different. Whether the Yellow Pages, Val-Pak, a flyer stuffed under a windshield wiper, a web site, etc., what works, works; what doesn't, doesn't. Copy that sells is copy that sells.

No business is different. You think yours is. Such thinking severely limits, restricts, strangles you.

No market is different. People are moved to respond and to buy by exactly the same collection of E-FACTORS (see: Midas Touch Selling), emotions, benefits and arguments, whether they are Fortune 500 CEO's or factory workers, rich or poor, educated or uneducated, young or old, etc.

Discrimination. The antiquated but still popular sales axiom is: it is easier to sell to those who are not interested than it is to find those who are interested. My marketing does the opposite: protects and preserves your resources and time, to sell only to those who are highly interested. And to, as quickly and cheaply as possible, repel those who aren't. There's no bonus given at the bank for degree of difficulty; the easy sale pays the same commission as the hard one.

A Few of Dan's Most Popular Books Include:

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