Top critical review
9 people found this helpful
on 25 January 2011
Having read the hype about Dan Kennedy I was looking forward to some brilliant insights to direct marketing and the copywriting that sits behind it. Unfortunately this book is more about the benefits of direct marketing, than how to do it. I feel like I was promised a Haynes Manual to help fix my car, but instead got a brochure on how great other people's cars are.
The bulk of the book is a series of case-studies where Dan's mates describe in very general language what they did, and how rich it made them, and how you can buy their course or newsletter or whatever. For example, the section titled "Systems for Every Marketer" consists of one chapter which tells us to 1) use technology, 2) consider a sale as part of a relationship, not the end-game, and 3)work smarter not harder. No mention of how to do these things (e.g. how to use the power of autoresponders, or webpage mouse tracking software) but coincidentally the author runs a company called "Automated Marketing Systems" which can do it all for you. All the chapters are in a similar vein.
The enclosed audio CD is a badly recorded series of excerpts from a seminar, again mostly hot air and upsells.
I guess if you are genuinely unaware of the difference between direct marketing and brand/vanity advertising then perhaps this book would be an eye-opener. And perhaps it would prick your curiosity to look for more useful books on how to do it.
But if you have already read a few good books on DM and copywriting then don't bother.