By Dan S. Kennedy
More than five million companies have profited from this exact step by step advertising and marketing process. The final advertising and marketing Plan, third Edition exhibits you the way to place jointly the main promotable message attainable for any services or products. jam-packed with functional, no-nonsense principles that assist you place your product, construct buzz and earn a living, this up-to-date version comprises accelerated assurance on web marketing.
Read Online or Download The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark. PDF
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Extra resources for The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark.
Sample text
I consider the members of this profession my friends, but I must tell you that they remain stubbornly lousy at marketing. Most of them deviate from this organized structure in most of the media they use, yet they need to follow these five steps as badly as any marketer I can think of. For them, Step 1 has to be creating awareness of the need or the desire: reminding people that they do suffer chronically from, say, headaches or low back pain or neck stiffness, that they consume frightening quantities of pills, drugs, and alcohol to mute the symptoms, and that deep down inside they desire optimum health and fitness.
When we investigated the area he had mailed to, we found a very high percentage of renters. More than 70 percent were tenants, not homeowners. ” “It was the same Zip Code as my office,” he answered. ” “Nope,” he admitted. “Let’s go,” I said, and off we went, driving up and down about thirty streets in the area for a couple of hours. We saw many homes in desperate need of repair or paint, poorly maintained lawns, and cars in the driveways and carports five years old or older, some up on jacks being fixed.
Each wanted to do something and to be someone. 18 … Putting Together the Right Message … It’s interesting that years later, when he was a fabulously wealthy man by most standards (thanks to the sale of his game-show company), Merv Griffin chose to plunge into new, risky businesses rather than just sitting back and enjoying early retirement. He certainly couldn’t have been motivated by money itself. I’m not necessarily saying that you have to have some hidden, ulterior motive or some saintly charitable motive behind your business activities.
