The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark. Paperback – 19 Apr 2006
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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.
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Top Customer Reviews
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.
Read it. Impliment it. Excellent book no matter where you are in your business life cycle.
Most Helpful Customer Reviews on Amazon.com (beta)
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!
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. :)