No B.S. Guide to Brand-Building by Direct Response by Kennedy, Dan S. -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Contents PREFACE: How this Book Will Transform Your Thinking about Your Business and Your Brand A Practical Footing How to Think about This and How NOT to Think about This For Money Now, Focus on the Best, Most Obtainable Customer, Not the Idealized Brand Target Market Thinking I Know, You’d RATHER Think about Your Brand How I Raised Myself to Success by Thinking about Customers, Not about Brand By the End of this Book . . . Chapter 1: The Golden Opportunity and the Harsh Reality of Owning a Brand

Chapter 2: They Digest Your Marketing Before You Have a Brand

Customers, Sales, Revenues, and Profits First

Chapter 3: How I Discovered Direct Response

I Answer an “Odd” Ad and I’m Shown the Different Road The Second Bite of the Apple

Chapter 8: Skating on Thin Ice: Advancing Brand, from Back End to Front End

A Different Kind of Lead Generation

Chapter 9: A Powerful Brand Needs the Power to Implement Chapter 10: Faster Than They Can Copy

Let’s Give ’Em Something To Talk About

Example 1: Shaun Buck, The Newsletter Pro Example 2: Sandro Piancone, The Mexpert Example 3: Al Watson, Fanfares Catering

Chapter 12: A Brand without Marketing Is a Tree Falling in a Distant, Unpopulated Forest

Marketing By Numbers New Client Acquisition That Was Then, This Is Now There’s Gold in the List Reactivating Lost Clients Changing Your Economics Create Your Destiny

Chapter 13: Life as a Direct-Response Marketer Under the Umbrella of a Big Brand

Direct-Response Marketing and Two Major Breakthroughs January 1, 2007 . . . Worst Day of My Life Bill Gough All American Insurance Agency Referral Program The Power of a Printed Monthly Newsletter Author a Book Free-Standing Newspaper Insert Like All Marriages, There’s Give ’n Take and Tension

Chapter 14: How to Meld Mass Media and Direct Media

Successful Use of MEDIA Successful Use of PR Successful Use of MARKETING A Fully Integrated Approach Melding Media

Chapter 15: A Demonstration of Brand vs. Brand + Direct Response

Storytelling: It Never Goes Out of Style This Is Your Brain on Stories: Why We’re Addicted Splitting the Difference The Four Key Factors of StorySelling™

Chapter 17: The Mouse and the Bunny

Chapter 18: Building a Brand by Building Bonfires

Chapter 19: The Power of Paranoia and Death by a Thousand Cuts

No One Is Ever Really Safe Death by 1,000 Paper Cuts Forgetting What “Brung” You to the Party

Chapter 20: Building a PERSONAL Brand

Synergy, Synergy, Synergy Platform Power Ownership and Control Polarization Prolific Output Work And What If You Have a Tired Brand? Let’s Not Forget: Personal Brand-Building by DIRECT RESPONSE

In Search of a System Beyond the Original, Core Business to the Even Bigger Opportunity How to Think Bigger than the Other Guy The “Secret” of Chicken Soup for the Soul’s Appeal

Afterword: Lost in Space About the Authors

Index Free Offer from Dan Kennedy Offer from Iron Tribe Fitness