This document provides marketing advice from Dan Kennedy. It emphasizes focusing marketing efforts on generating leads, developing the right message for your target market, and using the proper media to deliver your message. The key is to have the right message for the right market delivered through the right media. It also stresses the importance of follow up sequences through autoresponders and direct mail to convert leads into customers and increase sales. The overall message is that effective marketing requires generating quality leads and guiding them through a process to become customers.

1. No BS Marketing
That Gets You Results…
Guaranteed
With Darcy Juarez,
Director of Marketing for GKIC

2. Big Company Agenda
1. Please/appease a Board of
Directors
2. Please/appease
stockholders
3. Look good, look
appropriate to Wall Street
4. Build brand identity
5. Win awards for advertising
6. Sell something
Your Agenda
1. Sell something
2. Sell something
3. Sell something

3. Truth:
Most business owners are just about clueless
when it comes to advertising and marketing.
They are therefore often advertising victims
preyed on by media salespeople and ad
agencies and others who don’t know any more
about how to actually produce a customer or
make a sale than they do!

5. That was then….this is now….
• Immune to noise
• Harder to get and hold attention
• 500 ads in 1970 to 3,000 in 2010
• You better have something fascinating,
relevant, and compelling to say
• Become a welcome guest vs. an annoying pest

6. Truth:
Every business, past or present requires 3 things
to prosper: a marketing message, a media to
deliver it, and a market to receive and respond
to it.
Your Business Isn’t Different

8. Right Message – Wrong Market – Right Media
Right Message – Right Market – Wrong Media
Right Message – Wrong Market – Wrong Media

10. Wrong Message – Right Market – Right Media
Wrong Message – Wrong Market – Right Media
Wrong Message – Right Market – Wrong Media
Wrong Message – Wrong Market – Wrong
Media

11. Right Message – Right Market –
Right Media

12. Markets: How to Discriminate for
Fun and Profit

15. Your Who
• Describe their demographic traits; age, gender,
ethnicity, culture, education, religious affiliation,
political affiliation, economic status, sexual
orientation, employment, marital status, children
• Describe their psychographic traits; values,
behaviors, attitudes, and beliefs
• You are looking for profound biases that will
allow you to pin point your target down to the
tee

16. Message: Speaking Magnetically to
Your Chosen Market
1. Customers/prospects are buried in communications
2. Most communication intended to interest customers
fails miserably
3. Communication about products and services (what
you sell) are generally more interesting to you than to
your customers
4. People are most interested in what interests them
5. ** People are most easily and quickly interested in
information directly related to what interests them –
especially information that promises fascinating
secrets, solutions to problems, prevention for dire
threats, promises of seductive benefits, or timely
‘breaking news’ **

18. You’ve Got The Power
Turning words into profits….that’s what sales letters do. If
you’re a business owner, sales letters find new customers
for you and persuade them to give you a chance. They
keep existing customers connected to you and investing
more. And, they bring back customers who have left the
fold and encourage them to buy from you again.
Understand how they work and you’ll have the power to
create a successful business…and the life you want to live
--Katie Yeakle, AWAI

19. • Attention Getting Headline
• Benefits not features
• Agitate the Problem
• Irresistible offer
• Show Proof
• CTA
• PS
• Tell to sell
• WIIFM: 2/3rds more you’s than I’s

20. Media: How to Deliver a Magnetic
Message to Your Chosen Audience
• Newspapers
• Magazines
• Freestanding inserts
• Tv
• Radio
• Coupons
• Postcards
• Fliers
• Salesletters
• Catalogs
• Websites
• Email
• Faxes
• Tele-marketing
• Billboards
• Vehicle signs
• Bus bench signs
• Package inserts
• Imprinted golf balls
• Website addresses tattooed on
boxers heads
• Webinars
• Tele-seminars
• Facebook
• Twitter
• Linkedin
• Youtube
• Blogs
• Pinterest

21. Create Your Lead
Generation Magnet

22. Build a Biz
You Love!
by YOU!

23. Key: Give Real Value!

24. Lead Generation Website
Killer
Headline
Opt-In Box
Reasons
To Opt-In

26. Follow-up Sequence

27. Autoresponder Sequence
• Day 0 – Thank You Email
• Day 7 – Received gift,
invitation
• Day 14 – FWD article,
another invite
• Day 21 – FWD video
clips, another invite
• Day 28 – FWD news
story, another invite Example

28. Email Sequence

29. Direct Mail Sequence
• Step #1: Full Salesletter
Mailing (Day 0)
• Step #2: Postcard (Day 5)
• Step #3: 2nd salesletter
(Day 10)
• ------------------------
• Step #4: Postcard (Day
15)
• Step #5: Final Salesletter
(Day 20)

30. Formula

35. • Boldfacing: use bold type to emphasize subheading, important words, phrases,
dates, and other segments of important copy
• Capitalization: use capitalization to set off words, as well as the first letter of each
word in a headline
• Borders: draw attention to important ideas…testimonials, coupons, photos, etc.
• Captions: these should be under illustrations, graphics, charts, and photos
• Color: blues and softer colors relax us; reds and hotter colors energize us.
• Fonts & Typeface: use serif fonts (short curls at the bottom) Times Roman,
Courier for print marketing and sans-serif (Arial or Verdana) for online marketing.
Handwritten fonts for added personality
• Highlighting: emphasize key copy
• Indenting: Indentation of paragraphs makes for easier reading and helps break up
long copy
• Lists: Include bullets, numbers and checklists among your copy …communicates
priority and opens up your copy
• Photo’s and Illustrations: studies show they are the 2 most often looked at parts
of a letter
• Simulated hand-drawn doodles: www.copyenhancements.com
• White Space: too much and you loose valuable; too little and the content is
difficult to read (leave white space around headlines and images for maximum
impact)

36. Treat Every Lead Like Gold!
• Know your numbers –
make sure everyone in
your company knows
your numbers
• Send entire campaign
until prospect accepts the
offer or asks to be
removed
• Keep emailing

37. Most people think in
terms of getting a
customer to make a sale
At GKIC we like to
think of making a sale
to get a customer

38. Are you depositing your money in your
present bank or your future bank?
• # of units sold
• $ collected
• # of upsells sold
• # of clients/patients seen
• How many calls from the ad
• # of email addresses collected
• # of mailing addresses collected
• # of new members
• # of leads
• CPL
• CPS
• Increase/decrease in LTV
• #of referrals
• Time between purchases

39. Rule #1: There will always be an OFFER or
OFFERS
Rule #2: There will always be a REASON to
RESPOND NOW
Rule #3: There will always be CLEAR
INSTRUCTIONS on how to RESPOND
Dan Kennedy’s 10 Money-Making
Marketing Rules

40. Rule #4: There will be TRACKING and
MEASUREMENT
Rule#5: Whatever BRAND-BUILDING occurs will be a
happy by-product, NOT BOUGHT
Rule #6: There will be FOLLOW-UP
Rule#7: There will be Strong SALES COPY
Rule #8: Regardless of whatever media you use
(Online or Offline) it will look like MAIL ORDER
ADVERTISING
Rule #9: RESULTS RULE. Period
Rule #10: “YOU” will be a TOUGH-MINDED

41. Truth:
Your opinions don’t count, if
you don’t put money into the
cash register!

42. Basic Direct Marketing Tool List
Front End/New Customer
Acquisition
• Lead Generation Magnet:
books, reports, CD’s videos
• Website: that captures visitors
contact information
• Main (long-form) Sale Letter(s)
to sell your core
product/service/event or
appointment/visit
• Follow up system for
unconverted leads: online and
offline in a sequence
• In-Bound Call script that
includes information capture
Back-end/Customer retention,
ascension, repeat business, referral
• Online/Offline sequences for
each sales purpose
• Seasonal/Holiday promotions
• Customer Newsletter or
regularly delivered
goodwill/relationship
nurturing material
• Referral stimulation campaign
• Late or Lost Customer
reactivation campaign
• Catalog (offline and online) of
all goods/services

43. I will leave you with ….
The #1 Secret to at Least Doubling
Your Income Almost Overnight?

44. 2x The Amount of Time You Are Currently
Spending on Marketing and Selling
• Delegate all non-marketing activities that you
can
• Systematize and automate your processes
• Be militantly tough about valuing, protecting
and investing your time
• Invest time every week in THINKING and
expanding your thinking

45. You Can’t Afford to Keep Running So Fast
& So Hard That 1 Year From Now You Are
Trying to do Better Only By Running a Bit
Faster & a Bit Harder

49. Dan Kennedy