No B.S. Direct Marketing, Third Edition

Contents

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

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)

An OFFER They Can’t Refuse

Rule #1: There Will ALWAYS Be an Offer or Offers

“Shined Shoes Save Lives,”

Two Types of Offers

The Important Concept of Threshold Resistance

The Hybrid Approach

Rule #2: There Will Be a Reason to Respond Right Now

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

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

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

Shouting Louder

Rule #7: There Will Be Strong Copy

The Four Chief Sales Copy Mistakes (That Smart DIRECT Marketers Do Not Make)

Tux, Tails, and Top Hat or Coveralls and Work Boots?

Rule #8: It Will Look Like Mail-Order Advertising

Money in the Bank

Rule #9: Results Rule. Period.

It’s Going to Get Weird. Embrace the Weirdness.

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

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

The SECRET to Infinitely Higher Response: The Dale Carnegie Secret on Steroids

Direct-Response DIGITAL Marketing by GKIC

Keywords Are Critical

Test, Test, Test

Reviews Speak Volumes

Make Your Websites Work, Not Just Show Up

How to Create Business Equity and Competitive Advantage with Lists

Why and How to Build a Sales Funnel by Darcy Juarez, GKIC

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

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

An Optometrist Who Achieved Unexpected Success with Direct-Response Marketing by Nick Loise, GKIC

Consider a Book

Beyond the Traditional Business

Relationship Strategy

My Pink Lawyer’s Road to Success Is Paved in Pink by Nick Loise, GKIC

Action = Results

Call to Action—Always!

A Special Invitation

Direct Marketing Businesses to Study

Professional Practices

Sales Professionals

Miscellaneous

About the Author

Other Books by the Author