The title of my review is a direct quote from the book by Dan Kennedy himself.
If you believe manipulation, applying pressure, and intimidation are the ways to guarantee sales then this book is for you.
Mr. Kennedy does not once convey how we can actually build a relationship with a prospect, gain their trust, and, in time, have our solution willingly accepted.
The premise of the book is one-shot mailings, with the exception of chapter 12,"The Power of a Sequence". In this chapter he succumbs to the questionable practice of bombarding the prospect with a series of sales letters that incrementally "sweeten" the offer until you sell the prospect.
This book is filled with trickery and fluff. To emphasize my point, here is another quote taken from "Step 8: Motivate Action":
"It sometimes pays to exaggerate our ROI promise, then bring the reader back down with copy like this: ... and even if I'm only half right, you'll still pocket over $..."
I found it interesting that many of Kennedy's cheesy tactics are criticized by expert copywriter Robert Bly in his book The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells. In fact, Bly states that questionable tactics like these may only prove effective with lower-class consumers.
SKIP THIS BOOK! There are many excellent books that you need before ever considering this title. In addition to Bly's book, I just read Selling to Big Companies by Jill Konrath. Both titles are more professional and ethical, especially when targeting a higher quality prospect.
P.S. This book is filled with distracting self-promotion. In fact, his final Step 29, "Outsourcing," is a solicitation to the reader. Kennedy builds a case that copywriting is difficult to get right, especially if it is "do-or-die." He then shamelessly states his price for hire of $100k to $2m plus royalties (he actually boasts about his rates several times throughout the book). He then insultingly states, "obviously, the local cupcake store or single dental practice has no opportunity sizable enough to make such an investment in me."