Cover image for No B.S. direct marketing for non-direct marketing businesses : the ultimate no holds barred kick butt take no prisoners direct marketing for non-direct marketing businesses / by Dan S. Kennedy.
No B.S. direct marketing for non-direct marketing businesses : the ultimate no holds barred kick butt take no prisoners direct marketing for non-direct marketing businesses / by Dan S. Kennedy.
Title Variants:
Direct marketing for non-direct marketing businesses
Third edition.
Publication Information:
Irvine, California : Entrepreneur Media, Inc., [2018]
Physical Description:
xx, 244 pages : illustrations ; 23 cm.
General Note:
Includes index.
Subject Term:


Call Number
Material Type
Home Location
658.872 KEN Book Adult General Collection

On Order



Dan S. Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing masterplan delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants--all phenomenally successful at borrowing direct marketing strategies from the world of online sales, infomercials, etc., to use in 'ordinary' businesses including retail stores, restaurants, and sales.

Author Notes

Dan S. Kennedy is a strategic advisor, consultant, business coach and editor of six business newsletters. He directly influences more than one million business owners annually and has a long track record of taking entrepreneurs to seven-figure incomes and multi-millionaire wealth.

Table of Contents

Darcy Juarez, GKICBen GlassCraig ProctorNick Loise, GKICNick Loise, GKIC
Preface The End of Advertising and Marketing as You Know Itp. xi
Who to Model Your Marketing After?p. xii
Crossing the Great Divide of Advertising and Marketingp. xiv
Down from the Top of the Success Mountain, the Ten Commandments of Direct Marketing (for Non-Direct Marketing Businesses)p. xviii
Book Road Mapp. xx
Section I Foundation
Chapter 1 The Big Switch: Why Direct Marketing for Non-Direct Marketing Businesses?p. 3
Why Is There so Much Lousy, Unproductive, Unprofitable Advertising and Marketing Out There, Anyway?p. 7
Yes, Salvation Is within Reachp. 8
The Ten No B.S. Rules of Direct Marketing for Non-Direct Marketing Businesses (My Ten Commandments)p. 9
Chapter 2 An Offer They Can't Refusep. 11
Rule #1: There Will Always Be an Offer or Offersp. 12
"Shined Shoes Save Lives,"p. 14
Two Types of Offersp. 15
The Important Concept of Threshold Resistancep. 17
The Hybrid Approachp. 20
Rule #2: There Will Be a Reason to Respond Right Nowp. 22
Chapter 3 Make Them Obey Ordersp. 29
Rule #3: You Will Give Clear Instructionsp. 30
The Clearer the Marching Orders, the Happier the Customerp. 32
The Power of Good Directionsp. 33
Chapter 4 No Freeloadersp. 37
Rule #4: There Will Be Tracking, Measurement and Accountabilityp. 38
Rule #5: Only No-Cost Brand-Buildingp. 43
Why, When, and How to Do Un-Branded Advertisingp. 46
Chapter 5 No Holes in the Bucketp. 53
Rule #6: There Will Be Follow-Upp. 54
How to Find an Extra Million Dollars in Your Businessp. 54
What Does Follow-Up Look Like?p. 59
Important Reminder: Obey All the Rulesp. 62
Chapter 6 Shouting Louderp. 65
Rule #7: There Will Be Strong Copyp. 66
The Four Chief Sales Copy Mistakes (That Smart Direct Marketers Do Not Make)p. 68
Chapter 7 Tux, Tails, and Top Hat or Coveralls and Work Boots?p. 73
Rule #8: It Will Look Like Mail-Order Advertisingp. 74
Chapter 8 Money in the Bankp. 83
Rule #9: Results Rule, Periodp. 84
It's Going to Get Weird. Embrace the Weirdnessp. 87
Chapter 9 No Chocolate Cake for You!p. 99
Rule #10: You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Dietp. 100
Basic Direct-Marketing Tools Listp. 106
Chapter 10 The Results Trianglep. 109
Message-Market-Mediap. 110
Markets: How to Discriminate for Fun and Profit!p. 110
Message: How to Speak Magnetically to Your Chosen Marketp. 117
Media: How to Deliver a Magnetic Message to Your Chosen Audiencep. 120
Chapter 11 The Secret to Infinitely Higher Response: The Dale Carnegie Secret on Steroidsp. 129
Chapter 12 Direct-Response Digital Marketing by GKICp. 137
Keywords Are Criticalp. 142
Test, Test, Testp. 146
Follow-Upp. 148
Reviews Speak Volumesp. 149
Make Your Websites Work, Not Just Show Upp. 151
Chapter 13 How to Create Business Equity and Competitive Advantage with Listsp. 153
Chapter 14 Why and How to Build a Sales Funnelp. 157
The Whyp. 157
The Howp. 162
Section II Application
Chapter 15 You Can Attract Your Ideal Customers, Clients, or Patients: Why Settle for Anything Else?p. 175
If Lawyers Can Solve These Marketing Problems, Then It's Gonna Be a Piece of Cake for You in Your Businessp. 177
Here's the Old Way Lawyers Solved the Problem of Breaking Through the Clutterp. 178
Magnetic Marketing Changed My Lifep. 179
Five Secrets to Using Direct-Response Marketing to Market Your Professional Practicep. 180
Chapter 16 They All Laughed When I Stopped Selling My Products-Until I Became a Top Agent and Transformed My Entire Industryp. 189
Breakthrough #1: The One Reasonp. 192
Breakthrough #2: Replace Image Ads with USP Adsp. 193
Breakthrough #3: The Most Effective and Least Expensive Way to Generate Leads Is to Offer Prospects Something They Want and Make it Easy and Non-Threatening for Them to Get Itp. 196
Breakthrough #4: Instead of Advertising What You "Have," Call Out to Your Prospects by Advertising What They "Want,"p. 198
Breakthrough #5: People Do Not Want to Be Soldp. 199
Breakthrough #6: Replace Your Property (Product) Ads with My Wide-Punnel Ads that Offer Lists of Homes Your Prospects Cannot Eliminatep. 200
Breakthrough #7: Increase Demand by Creating Competition and Urgencyp. 201
Breakthrough #8: Always Find Innovative Ways to Get Prospects Hunting You Rather Than You Chasing Themp. 202
Chapter 17 An Optometrist Who Achieved Unexpected Success with Direct-Response Marketingp. 207
Consider a Bookp. 212
Beyond the Traditional Businessp. 214
Relationship Strategyp. 215
Chapter 18 My Pink Lawyer's Road to Success Is Paved In Pinkp. 219
Action = Resultsp. 221
Call to Action-Always!p. 222
Section III Resources
A Special Invitationp. 229
Direct Marketing Businesses to Studyp. 231
Retailp. 231
Professional Practicesp. 232
Sales Professionalsp. 232
B2Bp. 232
Miscellaneousp. 232
About the Authorp. 233
Other Books by the Authorp. 236
Indexp. 239