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The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark. Paperback – 19 Apr 2006

3.8 out of 5 stars 4 customer reviews

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Product details

  • Paperback: 240 pages
  • Publisher: Adams Media; 3rd Revised edition edition (19 April 2006)
  • Language: English
  • ISBN-10: 1593374968
  • ISBN-13: 978-1593374969
  • Product Dimensions: 15.2 x 1.4 x 22.9 cm
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 960,012 in Books (See Top 100 in Books)

Product Description

About the Author

Dan S. Kennedy is president of Kennedy's Inner Circle, and has been writing sales letters for over twenty years for both large and small businesses. He is also a popular speaker on marketing and sales issues. His popular newsletter, The No B.S. Marketing Letter, reaches thousands of people in the U.S. and Canada while his Web site receives more than 10,000 dedicated visitors a month.


Customer Reviews

3.8 out of 5 stars
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Top Customer Reviews

Format: Paperback
Author and speaker Dan Kennedy has written a basic, solid manual for marketing practitioners. He covers all the familiar fundamentals from developing a unique selling proposition (USP), to practicing target marketing, to using testimonials and celebrity endorsements. His plan is well organized, carefully thought out and based on his own extensive experience in marketing and sales. Certainly Kennedy's plan, which is made up mostly of tried-and-true marketing strategies, can help your business. However, seasoned marketing professionals looking for new tactics will require something more advanced. We suggest this book to marketers beginning their careers, small business owners conducting in-house marketing or people in other fields seeking an overview of marketing.
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Format: Paperback
I'm sure he knows his stuff and I'm sure he lives the dream and I'm sure that he's sure about a lot of things.

But is it absolutely necessary to be such a prat?

Kennedy has a hatred of all things clever, complicated, arty, zietgeisty - in fact, probably anything that contains any foreign phrases - and thinks we should all get back to basics.

And the basics means hard work, exclamation marks and good old-fashioned snake-oil sales techniques. And celebrity testimonials. If the fact that 'celebrities are cheaper than you think' is new to you, then I have just saved you some money.

To be honest, he's probably right up to a point. But by the time he's explained how he admires pyramid-scheme salesmen (I wish this were not true), he'd lost me.

Buy this book if a) you think marketing is really just a fancy namby-pamby word for sales and the best salesman you ever saw was demonstrating a new device for slicing carrots, courgettes and other crudites or b) you are the kind of person who often looks to notices tied to lampposts for financial wizadry.
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Format: Paperback Verified Purchase
What Dan tells you is how it really is - there truly are no wishy washy messages here. I have personally recommended his books to dozens of people. If you enjoy Dan's no holds barred style then I can also recommend Swimming with Piranha Makes You Hungry by Colin TurnerSwimming with Piranha Makes You Hungry
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Format: Paperback
Having read this book in conjunction with Dan Kennedy's Ultimate Sales Letter and NO BS Business success the ideas and motivation alone are worth 10 times the price of the book.
Read it. Impliment it. Excellent book no matter where you are in your business life cycle.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x8e4c2c3c) out of 5 stars 25 reviews
76 of 85 people found the following review helpful
HASH(0x8e4ca18c) out of 5 stars Ultimate it is not 11 April 2007
By Automaton - Published on Amazon.com
Format: Paperback Verified Purchase
I am in the planning stages of a new business venture. I have never written a marketing plan before and needed some insight and advice as to what tactics work and how to write the plan itself.

This book reads like a list of useful one-liner marketing tips and examples of how the author's friends have used them. It is not a how to book on writing a marketing plan, and it does not go into much depth as far as how you might accomplish the things that he recommends.

The most annoying part of this book is that every other page contains an advertisement for you to join some 12-week commitment mailing list that the author has created. He entices you by saying that you will receive additional tips and information for 12 weeks.

HELLO!!! McFLY!!! Didn't I just buy your book so that I could learn your marketing insights? YES! So then why do you make it seem like I just paid for the teaser information, and that the good stuff is behind the curtain that requires me to become a pawn in your marketing career? My price of admission stops at the price of this book, and it should not seem like I'm only getting half of the story that I paid for!
18 of 20 people found the following review helpful
HASH(0x8e4eaf60) out of 5 stars Lively presentation of marketing basics 4 July 2006
By Rolf Dobelli - Published on Amazon.com
Format: Paperback
Author and speaker Dan Kennedy has written a basic, solid manual for marketing practitioners. He covers all the familiar fundamentals from developing a unique selling proposition (USP), to practicing target marketing, to using testimonials and celebrity endorsements. His plan is well organized, carefully thought out and based on his own extensive experience in marketing and sales. Certainly Kennedy's plan, which is made up mostly of tried-and-true marketing strategies, can help your business. However, seasoned marketing professionals looking for new tactics will require something more advanced. We suggest this book to marketers beginning their careers, small business owners conducting in-house marketing or people in other fields seeking an overview of marketing.
13 of 15 people found the following review helpful
HASH(0x8e5ceb64) out of 5 stars Just For Beginners 9 May 2007
By Lisa Lang Blakeney - Published on Amazon.com
Format: Paperback Verified Purchase
If you are into marketing at all - especially online marketing - you know about Dan Kennedy. And you either love him or hate him. I actually love his approach and strategies because at the end of the day - they work. So when I read this book I was wondering how informative it would be. I probably should have read this book when I was starting my business because while it is pretty comprehensive etc. it is written primarily for the beginning marketer. So if you are starting your business - I recommend that you pick this book up and introduce yourself to Dan's philosophy and proven strategies for marketing your business. It's worth the read.
5 of 5 people found the following review helpful
HASH(0x8e6793a8) out of 5 stars Bad Title for a Great Book 7 May 2009
By JulzB - Published on Amazon.com
Format: Paperback
I purchased this book last year as I was working on a marketing plan for the company I was working for. At the time I was looking for templates, step by step instructions, and clear direction on what comprises a good plan that will be presented to a board of directors or company executive committee. The book didn't help me with that at all.

I picked up the book again last week, and read it cover it to cover. I learned a lot. There are tons of marketing examples (including the somewhat intrusive albeit useful self serving promotions throughout the book)of good ad copy, good advertising ideas and marketing promotion stories throughout the book.

(By the way one of his marketing secrets is to have the guts to ask for action every time, in every presentation. He showed plenty of guts throughout the book as he promoted himself and his colleagues constantly - but he makes a great point and demonstrates it effectively).

If you're looking to learn how to write a great marketing plan, this might not be your book. But, if you have your own business, of ANY kind (especially doctors or chiropractors - he specializes in ideas for them!) then you WILL get more ideas than you can implement in a month from this book. They will be low cost and high impact ideas too!! Just the kind every business needs more of. :)
HASH(0x8e63ed44) out of 5 stars Classic book for advertising strategies 1 Dec. 2012
By Mark E - Published on Amazon.com
Format: Paperback Verified Purchase
Anyone associated with marketing should read this classic book by Kennedy. It is very thorough, and though it is not new in print, the ideas can easily be adapted to present day considerations. Copywriters will need to heed this advice to be successful.
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