Contents
Contents
PREFACE
The End of Advertising and Marketing as You Know It
Who to Model Your Marketing After?
Crossing the Great Divide of Advertising and Marketing
Down from the Top of the Success Mountain, the Ten Commandments of Direct Marketing (for Non-Direct Marketing Businesses)
Book Road Map
SECTION I
FOUNDATION
The Big Switch: Why Direct Marketing for NON-Direct Marketing Businesses?
Why Is There so Much Lousy, Unproductive, Unprofitable Advertising and Marketing Out There, Anyway?
Yes, Salvation Is within Reach
The Ten No B.S. Rules of Direct Marketing for Non-Direct Marketing Businesses (My Ten Commandments)
Rule #1: There Will ALWAYS Be an Offer or Offers
The Important Concept of Threshold Resistance
Rule #2: There Will Be a Reason to Respond Right Now
CHAPTER 3
Make Them OBEY ORDERS
Rule #3: You Will Give Clear Instructions
The Clearer the Marching Orders, the Happier the Customer
The Power of Good Directions
CHAPTER 4
No Freeloaders
Rule #4: There Will Be Tracking, Measurement and Accountability
Rule #5: Only No-Cost Brand-Building
Why, When, and How to Do UN-Branded Advertising
CHAPTER 5
No HOLES in the Bucket
Rule #6: There Will Be Follow-Up
How to Find an Extra Million Dollars in Your Business
What Does Follow-Up Look Like?
Important Reminder: Obey ALL the Rules
CHAPTER 6
Shouting Louder 65
Rule #7: There Will Be Strong Copy
The Four Chief Sales Copy Mistakes (That Smart DIRECT Marketers Do Not Make)
CHAPTER 7
Tux, Tails, and Top Hat or Coveralls and Work Boots?
Rule #8: It Will Look Like Mail-Order Advertising
CHAPTER 8
Money in the Bank
Rule #9: Results Rule. Period.
It’s Going to Get Weird. Embrace the Weirdness.
CHAPTER 9
No Chocolate Cake for You!
Rule #10: You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet
BASIC Direct-Marketing Tools List
CHAPTER 10
The Results Triangle
Message-Market-Media
Markets: How to Discriminate for Fun and Profit!
Message: How to Speak Magnetically to Your Chosen Market
Media: How to Deliver a Magnetic Message to Your Chosen Audience
CHAPTER 11
The SECRET to Infinitely Higher Response:
The Dale Carnegie Secret on Steroids
CHAPTER 12
Direct-Response DIGITAL Marketing
by GKIC
Keywords Are Critical
Test, Test, Test
Follow-Up
Reviews Speak Volumes
Make Your Websites Work, Not Just Show Up
CHAPTER 13
How to Create Business Equity and Competitive Advantage with Lists
CHAPTER 14
Why and How to Build a Sales Funnel
by Darcy Juarez, GKIC
The Why
The How
SECTION II
APPLICATION
CHAPTER 15
You Can Attract Your Ideal Customers, Clients, or Patients: Why Settle for Anything Else?
by Ben Glass
If Lawyers Can Solve These Marketing Problems, Then It’s Gonna Be a Piece of Cake for You in Your Business
Here’s the Old Way Lawyers Solved the Problem of Breaking Through the Clutter
Magnetic Marketing Changed My Life
Five Secrets to Using Direct-Response Marketing to Market Your Professional Practice
CHAPTER 16
They All Laughed When I Stopped Selling My Products—Until I Became a Top Agent and Transformed My Entire Industry
by Craig Proctor
Breakthrough #1: The One Reason
Breakthrough #2: Replace Image Ads with USP Ads
Breakthrough #3: The Most Effective and Least Expensive Way to Generate Leads Is to Offer Prospects Something They Want and Make it Easy and Non-Threatening for Them to Get It
Breakthrough #4: Instead of Advertising What You “Have,” Call Out to Your Prospects by Advertising What They “Want,”
Breakthrough #5: People Do NOT Want to Be Sold
Breakthrough #6: Replace Your Property (Product) Ads with My Wide-Funnel Ads that Offer Lists of Homes Your Prospects Cannot Eliminate
Breakthrough #7: Increase Demand by Creating Competition and Urgency
Breakthrough #8: Always Find Innovative Ways to Get Prospects Hunting You Rather Than You Chasing Them
CHAPTER 17
An Optometrist Who Achieved Unexpected Success with Direct-Response Marketing
by Nick Loise, GKIC
Consider a Book
Beyond the Traditional Business
Relationship Strategy
CHAPTER 18
My Pink Lawyer’s Road to Success Is Paved in Pink by Nick Loise, GKIC
Action = Results
Call to Action—Always!
SECTION III
RESOURCES
A Special Invitation
Direct Marketing Businesses to Study
Retail
Professional Practices
Sales Professionals
B2B
Miscellaneous
About the Author
Other Books by the Author
Index