Win Ultimate Marketing Plan Articulated By Dan S. Kennedy Disseminated As Booklet

libro que te enseña las bases del marketing, Te servirá mucho si aún no tienes el conocimiento o las bases para entender e implementar el marketing en tu negocio.
La puntuación que le doy es porque ya sabia los conceptos, Marketing starts with putting together the best, most promotable message possible that truthfully represents the 'goods' you have, and that message has to highlight a 'USP' a unique selling proposition.
The Ultimate Marketing Plan will equip readers with the tools they need to find their own USP for all their products, services, or businesses and teach them which delivery methods are the best for their situation.
The Ultimate Marketing Plan has been updated to include new marketing techniques, including voice mail services, the internet, email and broadcast faxing.
Through success stories, examples and handson 'Think Sheets' readers will learn how to: Research the competition Build customer

interest Create their own publicity department with little or no budget And more! Of Dan Kennedy's marketing books, this is the one to start with to understand how his form of outrageous directresponse marketing works.


Starting with a clear definition of a Unique Selling Proposition and why you need one, the book gives an overall guide to what you need to market profitably to as many customers as you can handle.


Kennedy's fun, irreverent, no BS style always make reading his books fun, not to mention they're packed full of moneymaking information that you can use easily.
You just have to add the hard work, Until I read this book, I always felt I was missing a big picture view of Kennedytype marketing and now I have that.


If you're in business and want to make more money, read and apply this, This is one of those books you should read if you work in marketing, It's definitely a solid starting point and Mr, Kennedy is certainly very influential in the field, It does feel a little antiquated and basic, however, In the areas where I disagreed, or felt the advice was out of date or overly simplistic, rereading this did help crystallize my own opinions and approach.
It's certainly worth reading if you are in business, Thisedition feels very outdated, . . little mention of even email as a marketing technique lots of talk of direct mail, automated voicemails, and fax I don't know about you, but anyone marketing to me with a fax automatically loses my business.
Still some interesting ideas, but seek out the more recent edition instead, This is the master key to Kennedystyle marketing, It shows you how and why you need to target customers rather than going for the vague "anyone",

Since the third edition was released, the business world has changed thanks to the GFC, Trust is the currency in the new economy, Dan's book shows you how to give prospects trust as you reach out to them with your marketing,

Once you have a customer, it's up to you to keep the trust going, or they'll vanish.


HIGHLY RECOMMENDED for anyone who is selfemployed, owns a business or is in a marketing role,A useful book to learn marking from the Guru of marketing Dan Kennedy on Ultimate marketing plan, .

What is marketing According to UMP marketing is getting the right message to the right the right people through the Right media or method.


You marketing message is what grabs your prospect's attention telling them why they should you and why they should choose to do business with you over and above any other choices they might have.
This is the reason businesses must put together the right message for their prospects, But one is being cautioned by Cavett Robert " Don't be in too much of hurry to promote until you get good, otherwise you just speed up the rate at which the world finds out you are no good" This is because large numbers of business people in all field rush to promote without stopping long enough to be sure they have something worth promoting.


Putting together the right message

In putting together the right message businesses must develop the a Unique Selling Preposition USP which the writer termed as a weapon, since everyone is saying and delivering the same message, the USP explains your position against your competitors.
USP can be based just anything, price product ingredients, it can also be based on color size, scent celebrity endorsement, location and hour of operation and many others.

"Timing is a business success factor and when businesses match USP with the right timing it can multiply success.
" One can have a good USP but if not presented at the right place at the right time it amount to nothing.
The writer also advices for us to have values because " If you stand for nothing, you can fall for anything.
"

In marketing, messaging refers to how organization talks about itself and the value it provides by taking into consideration What and who this knowing what the organization needs to accomplish and the audience who are the target market and stakeholders you need to reach.
When presenting the statement should be simple and clear, the message should be in a language that is easy for the target market to understand and there is also the need to pick the right audience by using the right media for the presentation.
"No matter how well equipped one might be, with the best gun, bullet and other hunting equipment you will still no do very well aiming at the wrong target.
" For example operating an alcohol business in an area full of Moslem,

To get your target market you must first look around the neighborhood and when you feel good then you are good to go this is termed as the Geographic target, secondly methods has to do with the Demographics thus the prefered kind of people and age then the third is the Affinity and Association by selling with groups or association.

Inasmuch you have a very good message it is very important to present it to the right target, the geographical area it is needed the group of people that need it and this is termed by the writer as Tailoring and delivering your message to the right target

The most important way to prove your case and also help you from Zero to Maximum credibility by using testimonials from customer, when business owners say good things about themselves it might not be believed by the prospects but testimonies from previous customers or clients and celebrity endorsement, and the use of client's picture could help as a prove and increase credibility, like the car dealer in the book Bill Glazner.
Another typical example is NAMin his Menzgold transactions engaged most of our celebrities and was also seen in pictures with reputable people of our society that made people to trust him to be credible and ended up investing in his business.
Lots of marketing ideas for brick and mortar businesses that are creative and doesn't break the bank, Absolute Gold! Especially for entreprenuers who are just starting out and know nothing about marketing, A constructive guide to creating your USP, identifying your target market, and marketing strategically, Its an easy read with realworld advice based on Kennedys experience with many large and small clients, There are many specific, quantified examples within the text and in image form such as sales letters and ads.
The third edition, published in, is much more focused on print than Internet marketing,

Although it's useful, I didn't find it as engaging as the marketing books sitelinkSelling the Invisible or sitelinkThe Referral Engine.


I agree with most of Kennedys advice, but strongly disagree with his wish that unrestricted telemarketing and broadcast fax were still legal in the US.


I read this because my business coach recommended it, along with Dan Kennedys sitelinkThe Ultimate Sales Letter.


Putting Together the Right Message
Bonus gifts often drive sales,
A business, like a novel, should have a plot USP point of view,
USP idea: use membership as a USP, Sell a “preferred client” membership,
USP idea: address what customers dont like about your industry or competitors,
To create your USP, think about your business and its competitors, then write every fact, feature, benefit, promise, offer, and idea you can think of.
Prioritize in order of importance to customer and contribution to differentiating you from your competition, This helps reveal your USP, supporting sales story, and related offers,

Presenting Your Message
Ignite interest by offering a secret,
The sales letter specifically, personalized letter is the most reliable marketing tool, Read sitelinkThe Ultimate Sales Letter,

Picking the Right Targets
Geographic targeting:Be sure the people fit your target market.
When you find a geographic market that works, “farm” it by mailing, going doortodoor, being involved in the community, etc.

Demographic targeting: analyze demographics of current customers, Find biases and commonalities, and use them as criteria for future target marketing,
Affinity/association targeting: target trade or professional associations, chambers of commerce, Toastmasters, etc, “Farm” these groups.

Proving Your Case
Display pictures of satisfied clients,
You cant overuse testimonials, Collect and heavily use as many as you can get,
Good testimonials are like before and after snapshots, describing the problem or skepticism, then the positive result or pleasant experience.
They should also substantiate your claims and eliminate customers doubts,
Testimonials should cover as many claimbenefit bases and demographic bases as possible,
When marketing locally, consider hiring local personality/celebrity for advertising,

Getting Free Advertising
Get favorable media attention by joining forces with a charity, Choose carefully. Local chapters of reputable national organizations are usually safe, Choose one that highly visible in your community and aggressive in promotion,

Media attention ideas
Commission or conduct a survey, poll, or study and send it to the media.

Issue forecasts/predictions
Be a guest on the radio/podcasts
Write a book

Malibuism.
. . Becoming Hot
Secret Weapon: “Constant change”: appeal to quicklybored customers,

To get prestigious recognition from local or trade media
Offer new products and services
Tie into trends and current events
Tie into seasons and holidays
Piggyback on fads, even if unrelated to your business.


Maximizing Total Customer Value
of customers leave because they perceive indifference from the merchant.

Secret Weapon: “Make the customer feel important, appreciated, and respected, ”
Sin: “Letting a customer leave angry without first exhausting every means at your disposal to resolve the dispute.
”
Have “a dedicated customer retention and appreciation program, including frequent contact and communication a newsletter, greeting cards, useful information, little gifts.
”
Go after “lost customers, ” When one goes “missing” for too long, send a letter, offer, coupon, or gift, or ask why they no longer buy from you.

Secret Weapon: “Developing new products and services for existent customers instead of getting new customers for existent products and services.
”

Miscellaneous
Secret Weapon: “Asset sharing for marketing success”: pay a “host” business to let you be a “parasite,” accessing their customers
Many more people will listen than read.
Use audio in your marketing, Benefits: higher perceived value, most people listen from beginning to end, and you can cover more material than text.

“An aversion to long copy and a love of white space is a deadbang giveaway of an inept expert.
”.