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The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand!

The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand! [Kindle Edition]

Dan S. Kennedy

Kindle-Preis: EUR 8,64 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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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.

Über den Autor und weitere Mitwirkende

Dan S. Kennedy is an expert on marketing and sales, who has been writing and speaking about these topics for twenty years. His popular newsletter, The No B.S. Marketing Letter, reaches thousands of people in the U.S. and Canada. He lives in Phoenix, AZ.


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Die hilfreichsten Kundenrezensionen auf (beta) 4.1 von 5 Sternen  35 Rezensionen
22 von 23 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Very good stuff, even if not a full, ultimate plan 9. Juli 2012
Von MG - Veröffentlicht auf
Format:Taschenbuch|Verifizierter Kauf
I have read several of Dan Kennedy's books: I like his experienced, "from the street" - what he calls his "no B.S." - expertise. I was about to launch a new product and thought I'd catch up on Kennedy's writing, with this book on an "ultimate marketing plan."

First of all, I acknowledge that Kennedy is somewhat of an odd bird. If you haven't heard, he is probably the only marketing expert in the world (I can't imagine another) who doesn't like - or use -the internet. You read that right. He "detests" the internet (his words). He has a computer, but it's offline. You can't email him. He asks that you write him a note and fax it (remember fax machines?). At first, you might think this would disqualify someone from being a marketing expert in the 21st Century, and you could make a reasonable argument, but there is something to be said for Kennedy's old school, contrarian perspective. Marketing is marketing after all; and whether you mail a sales letter the old fashioned way, email it, or turn it into a squeeze page, the fundamentals still apply. In fact, I'm somewhat tired of listening to experts who talk like nothing existed before the internet.

The first chapter is the perfect example of learning the fundamentals. Kennedy reminds you to write your USP - your Unique Selling Proposition. Frankly, I found this to be the most important part of the book. The USP is to answer the question, "Why should someone buy from you." Domino's Pizza had a famous USP: "Fresh hot pizza delivered within 30 minutes or less, guaranteed." When you think about it, it's amazing that many - most - companies have no good, clear USP. As an exercise, I researched the USP's of the four competitors for my product. NONE had USPs - they gave potential customers no written, straightforward sentence on why people should even do business with them. Well, two of them did mention one benefit - that they had the "lowest price." If you have read Kennedy's books, you already know that the "lowest price" routine is worse than no USP.

Kennedy's book is not so much a full plan (which is why I dinged it a star) as it is chapters of reminders on things you need to do, as you market your product - targeting the right market, using testimonals (with photos), using buzz, having a call to action, and - something many forget about - keeping the customers you already have. There is the obligatory chapter on the internet, with the reminders to pay attention to the basics. (Sidenote here: Kennedy lists Frank Kern as a resource, who many consider a shady character, who has had his run-ins with the FTC.)

To summarize, not an ultimate - or even complete - plan, but I'm not complaining. Kennedy always has valuable things to say, much of which you will not hear anywhere else.
9 von 9 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen He's The King Of Direct Selling For A Reason! 28. Oktober 2011
Von A. Jackson - Veröffentlicht auf
Format:Taschenbuch|Verifizierter Kauf
Dan Kennedy is the man...The "No BS Man" at that! The book gives you practical and tested advice on how to turn your business, no matter what it is, into a marketing business. In his own words, "There ain't no business if there ain't no customers!". I agreed with that 100%.

Throughout the book, Dan refers to his reliable stable of case studies that you probably have heard of in the past, but who cares...THEY WORKED! These are the same tactics and strategies I used in my real estate business to get 12 houses and $110,000 in the first 5 months of doing business! Yes! The book lists the "secret weapons" and "ultimate sins" when it comes to marketing. This is a great book with shining examples of how to do marketing right. Dan uses real world examples of entrepreneurs that have made it. Some of the stuff, I never (ever) thought would work in some of the businesses he mentions, but this book let me know that it was out there.

Thank you, Dan for this book.
2 von 2 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Advice From The Master 20. September 2012
Von Mark Thrice - Veröffentlicht auf
Honest, insightful and blunt.

Once again, Kennedy nails it with advice that is both immediately applicable and incredibly useful no matter what type of business you own. He pulls no punches regarding the foolish things that entrepreneurs do and sheds light on how they can do better.

Only recommended if you want to know "the way it is" and be able to move forward to incredible success. If you just want to do what everyone else is doing, then this book is not for you. Good luck with that.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen I really like what Dan Kennedy share here 17. März 2012
Von Amazon Customer - Veröffentlicht auf
Format:Taschenbuch|Verifizierter Kauf
With The Ultimate Marketing Plan you have all what you need, and ready for apply to small business.

The most i like from Dan its that when your read what he share, its all tight, no fluff.

I use many of these strategies with my business and clients, and all this WORKS.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Mandatory Reading If You Want to Make Money Marketing 9. November 2011
Von Glenn Shepard - Veröffentlicht auf
Dan Kennedy is to marketing what Zig Ziglar and Tony Robbins are to motivation. Dan's marketing materials - including this book - should be mandatory for every MBA student. The fact that it's not might help explain why so many college professors are broke. If these three criteria describe you: 1. You're a business owner, 2. You have what Dan calls "Clarity of Purpose", and 3. Your purpose in business is to make money; this is a must-read for you.
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