17 Secrets to Small Business Marketing

How Any Small Business Can Create

a Flood of New Sales...
With One, Often Ignored, Diret !ar"eting Seret#
$y
Dan S %ennedy
&
'(erte Farnell
2013 Author, all rights reserved
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Just Like a Farmer
Who as !il "n#er is Farm$
%ou Ma& be Stan#ing on "ntol# Wealth
an# 'ot E(en )no* it!
Within this book &ou+ll ,in# the #irect marketing -rocess *hich
*ill #rill "GE -ro,its ,rom &our small business$ .ust like an
oil #errick can ,in# the ,armers oil/
0he solution to all &our ,rustration$ ,inancial -roblems an#
stress ma& .ust be a one #irect mail marketing -rocess a*a&!
*! 'ou6d like to $reate a $ash !lo& surge in 'our small business, but don6t
have a 'ears to learn all the in6s and out6s o! dire$t mail marketing....This book
&as &ritten "ust !or 'ou0
* understand the (light o! a business o&ner0 As a small business marketing
$onsultant * &ork &ith gu's &ho are in the tren$hes ea$h and ever'da'. *
(romise 'ou * understand &hat 'ou deal &ith all the time. * understand that
dumb dumb vendor &ho6s (utting 'ou behind, * understand the la' em(lo'ee
&ho isn6t getting his &ork done, * understand that $ustomer &ho6s slo& (a'ing
'ou and it6s (utting a $rim( in 'our $ash !lo&, * understand the $ount' ta5
assessor sending 'ou a bill !or some ta5 'ou didn7t even kno& e5isted, *
understand some idiot regulator sho&ing u( and harassing 'ou about some
dumb8ass obs$ure rule that doesn6t even make sense.
* understand be$ause * &as a business o&ner &ho built m' business !rom
91000 $ash to a 91,000,000.00 in sales in "ust 16 months8 no retirement to
borro& !rom, no $redit lines, no &i!e &ith a (a'8$he$k to su((ort me..."ust a
measl' 91000, 2 $hildren and a (regnant &i!e, 2 months be!ore :hristmas )
then (ur$hased another business and drove that business to 10; sales in "ust 2
'ears 3 months...all during and a!ter the +2reat .e$ession., * understand
be$ause *6< =>/ =- 4=?...and *6m damned (roud o! it0
And be$ause *6m on a mission to hel( 'ou, and to save the &orld&ide
e$onom' @&hi$h onl' &e $an do0A * &rote this book to be brain dead eas', (lug
and (la' so 'ou $an start making mone' right no&0
<r. -arnell is available !or a !e& sele$t marketing (ro"e$ts ea$h 'ear. The
(ro"e$t must be !or a real business, that is <r. -arnell is not interested in
&orking &ith online start u(s, multi8level marketing distributors, or, in general,
businesses that are not alread' in o(eration &ith some level o! su$$ess.
Solo(reneurs or (ro!essional (ra$ti$es are &ell re$eived, as are real bri$ks and
mortar businesses. <r. -arnell &ill not &ork &ith an' banks, insuran$e o!!i$es,
or in the !inan$ial servi$es se$tor at all.
*! 'ou have some interest in retaining <r. -arnell, (lease send a !a5, &ith a
brie! des$ri(tion o! 'our business and the (ro"e$t 'ou6d like him to &ork on, to
18#B187618C167. Someone !rom <r. -arnell6s o!!i$e &ill be ba$k &ith 'ou
&ithin 7 $alendar da's. Thank 'ou, and &e look !or&ard to &orking &ith 'ou.
<r. -arnell does tr' and give an'one sending su$h a !a5 reDuest a !ree, no
obligation, 1C minute $onsultation as his s$hedule allo&s.
Attention: This book, like this entire series, is designed to show you one
specific marketing technique, give you examples you can model to use the
technique and help you get the technique implemented in your business. It
is not meant to educate as much as it is to help YO get started. The
techniques and the examples are basic, and are meant to be understandable
and usable even to an absolute beginner to direct marketing.
!ore business owners do not use these techniques to make their business
more profitable because of problems they have in their heads. !arketing
isn"t complicated...learning to get your mind straight so you #I$$ use the
marketing techniques can be quite complicated.
%s a result, &an 'ennedy has contributed material to help get the business
owners head straight. &an"s ability to market businesses of all sorts in
unquestioned. (e his materials have lead me to million and multi)million
dollar businesses, and lead to the publishing of this series.
I have included his work here, licensed from 'ennedy Inner *ircle, Inc., to
help overcome the internal conflict business owners have in implementing
new marketing techniques. I have included an introduction from &an in the
first book in this series and a chapter in each book that follows. I hope you
find the material helpful.
One step at a time, implementing the techniques will open up a new world
of prosperity to you and your business.
Create A Cash Flow Surge With
Client Reactivation
I learned just how powerful this strategy can be
several years ago in my own business. We were going
through a sales slump in one of my contracting
companies, as most businesses do from time to time.
Of course, we had a large bank of customers we
communicated with on a regular basis to build top of
mind awareness (TO!", but those communications were
not overtly #salesy.$
I decided we should contact previous customers and
offer a discount for painting servic es, a new product
line we had, and contact prospects we did estimates for
and offer a discount if we could sign them up before
#%$ date.
I put someone on the phone making calls and boom&
Our sales shot up the ne%t week. We went from slump to
above average saes based solely on offering new
products to e%isting customers and a special offer to
customers who hadn't purchased yet.
!t that point, I wrote a couple letters, that were
overtly #salesy$ and contacting these customers became
a standard part of our sales process.
If you(ve been in business for a while and already
have a customer base, before you spend a dime on any
e%ternal marketing, your first priority should be to
focus on internal marketing.
That means marketing to, and ma%imi)ing the value of,
your e%isting and past customers.

*our internal marketing should include offers to
reactivate past and inactive clients, offers for repeat
business, and campaigns to stimulate referrals from
your e%isting customers base.
It seems as if most people are an%ious to get started
on their e%ternal marketing systems and bringing in new
customers.
!fter reading this episode, you(ll have a better
understanding of how better results than ++, of the
business owners out there, because you(re sitting on a
gold mine&
Why should you start with marketing to your list of
past and current customers first-
.irst of all, it is the least e%pensive target market
that you can market to. arketing to past customers is
five times more cost effective than marketing to the
mass market where you(re trying to compete with all the
other marketing messages vying for your prospect(s
attention.
It only costs the price of a stamp or phone call to
contact a prospect on your client list.
any businesses have grown /0,, 10,, even 20, or more
in a few months simply by systematically marketing to
their e%isting and past customers base through a system
of carefully planned se3uenced mailings. (I talk more
about se3uenced mailing in another episode of this
program."
The second reason you should start with marketing to
your list of past and current customers is that they
are already 3ualified customers.
*ou know they can afford your services and have an
interest what you offer. They(re more likely to
respond to an offer from you because they have done
business with you in the past and they know you, like,
you, and trust you. That is, if their previous
e%perience with you was a satisfactory one.
The third reason you should start with marketing to
your list of past and current customers is that they
are a prime source of referrals, which we will discuss
in another section.
4o your first step is to implement a program to re5
activate former customers.
If you haven(t already done so, you need to compile a
aster 6ist of all your past and present customers. I
would suggest doing this on some kind of database
program on your computer.
One of the best (and affordable" programs that I have
found is called icrosoft Outlook. If you'd like
something more powerful, I suggest looking at Office
!uto7ilot at www.Office!utopilot.com
Once you have this aster 6ist in the computer, you
need to continually update it. !lways add the names of
your new customers and also the names of your
prospective customers or #leads$.
This is crucial in order to properly use the powerful
follow5up strategies I will teach you later. In a very
short time you(ll reali)e that this list is the key to
continually making a lot of money. It is definitely
one of your most valuable assets.
.or our customer re5activation strategy, we(ll be
using the list of your former and inactive customers.
This techni3ue can cause a pretty substantial cash flow
surge in a short period of time.
ost businesses do a very poor job of keeping in
contact with their customers. 8etting a new client is
one of the most e%pensive processes in business.
Once you get a new customer, you want to keep them as
a client for as long as possible. The #6ifetime 9alue
Of ! :ustomer$ can add up to really big money over
time.
4o one of the most important things you can do to
keep a customer(s business is to simply treat them
well, show them you care, and keep in regular contact
with them.
!ccording to statistics, businesses lose customers
for these reasons;
11 #ie/ There7s nothing 'ou $an do about that one0
21 mo(e a*a&/ *! the' move out o! the market area, there7s not a
&hole lot 'ou $an do about that.
31 take a ,rien# or relati(e4s a#(ice an# s*itch to someone
the& recommen#/ This one7s not reall' &ithin 'our $ontrol either,
a$$e(t 'ou $an be the $om(an' (eo(le suggest to their !riends and
!amil', but that goes to o(erations and be'ond the s$o(e o! this
book.
51 s*itch #ue to -rice or a better -ro#uct or ser(ice/
Sometimes this $an be (revented, sometimes not. * o!ten hel(
business $ra!t a +?S1, or a +?niDue Selling 1ro(osition, so the'
$an $arve out a (la$e in the market uniDue to themselvesE 4ou
need to be uniDue so that 'ou don7t have to $om(ete on (ri$e.
161 s*itch #ue to -ro#uct or ser(ice #issatis,action/ * kno&
that 'ou $an7t (lease ever'bod' all the time, so some o! this is
unavoidable but man' businesses don7t even tr' to (revent this.
7 *ho--ing 681 lea(e because o, *hat the& -ercei(e an#
#escribe as 9in#i,,erence: ,rom the business or someone in the
business/ The' &ere never made to !eel valued and a((re$iated
be$ause the' &ere not $ommuni$ated &ith and &ere taken !or
granted.
4o One Of The ost Important Things We :an <o To =eep
Our >ew :ustomers !nd #?e5!ctivate$ 7ast Ones Is To
ake Them .eel Important, !ppreciated, !nd ?espected.
!nd how we will do that is with a letter sent to our
list of past customers called the We Miss You!
letter. It(s designed to make an emotional impact on
the past customers who have #fallen by the wayside$,
and get them to schedule an immediate appointment.
<irect ?esponse arketing is designed to produce
immediate and measurable results. The #We iss *ou&$
letter is a direct response medium called #direct
mail$.
The most effective direct mail letters are not
written in an impersonal, business5like, stuffy,
#=ing(s @nglish$ style. The most effective direct mail
letters are written in a conversational, one5on5one
tone.
@ven though this letter may be going out to hundreds
or thousands of your past members, it(s written as if
you(re talking to just one person.
<on(t worry about being grammatically perfect. Write
the way that you talk. This personal style of writing
has been proven to produce the best results in direct
mail.
8o to the ne%t page to read the letter.
:ustomer .e8A$tivation FetterG
We Miss You!
Dear <client name>,
Im very concerned.
You were a valued customer of our name of !roduct or service" and I
#avent seen you for many mont#s.
I would $enuinely li%e to %now t#e reason w#y. I #o!e t#at you werent
un#a!!y in any way wit# our services or made to feel uncomforta&le. 'r
may&e you were concerned a&out t#e cost of t#e mont#ly mem&ers#i! and
didnt t#in% you could afford to continue wit# t#e !ro$ram.
I can only guess at w#y you #avent continued wit# t#e !ro$ram &ut Im
concerned t#at t#e $oals you #ad w#en (oinin$ us are $oin$ to $o unfulfilled.
I want you to %now t#at if t#ere is anyt#in$ weve done t#at #as %e!t you
from continuin$, I want to ma%e it ri$#t.
If t#at means I need to $ive you a mont#s mem&ers#i! for free, or
w#atever it ta%es to re$ain your confidence, Im willin$.
)nd if youre concerned a&out t#e cost or dont #ave t#e money ri$#t
now, t#ats '.*. too. If necessary, Ill ma%e a s!ecial financin$ !lan
availa&le to you.
W#y would I do t#at+
,ecause Im concerned a&out you. I value you as a customer and would
li%e you to come &ac%.
4our (i$ture
:lient .e8A$tivation Fetter 8 1age 2G
-o, Id li%e to offer you a one.time /ormer 0ustomer -!ecial, (ust for
you.
/irst of all, I want you to call my office and tal% to 1eat#er w#en you $et
t#is letter. My num&er is 222" 222.2222.
W#en you call, sc#edule a time to come in as soon as !ossi&le so we can
discuss your $oals.
Ill ma%e sure 1eat#er wor%s you into my sc#edule as soon as !ossi&le.
Im really concerned a&out you and dont want you to wait!
If t#eres somet#in$ weve done t#at #as %e!t you away, or even if its
(ust &ecause of your &usy sc#edule, Ive told 1eat#er to $ive you #alf !rice
off your first two mont#s &ac%. 3et me &uy t#e ot#er #alf to $et you &ac%
as a mem&er.
,ut you need to call me ri$#t away to $et t#is #alf.off s!ecial !rice. 4#is
offer is only $ood for t#e ne5t 62 days. 'nce a$ain, my num&er is 222"
222.2222.
I #o!e to #ear from you in t#e ne5t few days, and I loo% forward to
seein$ you very soon.
-incerely,
7verte /arnell
Your 4own /itness 0enter
*ou might wonder why you should use an approach that
implies that you were the reason that they didn(t
continue with your program.
Aut how do you think people will react to it- @ven
though you haven(t done anything wrong, the letter is
sincere and shows that your members are important to
you.
Obviously this letter can be changed and adapted to
whatever works better for you or your past clients.
The headline could be, #Where Bave *ou Aeen-$, #What
Bappened-$, I(m 7u))led$, etc. *ou know your customers
better than I do so make any changes that you think
would make it better.
*ou may want to change the special offer to whatever
is economically feasible for you.
Aut whatever changes you make to the letter, don(t
make it sound sterile or #business5like$. Test mailing
it to a small list of former members and evaluate the
results.
The whole point to this entire episode is that the
only reason many of your former members haven(t stayed
with your business is because you haven(t communicated
with them.
The purpose of this :ustomer ?e5!ctivation promotion
is to spend as little money as possible, and get the
greatest return possible.
It should only cost appro%imately .0C to .02 per page
to make copies of this letter and you don(t have to
mail them all at once. *ou may want to mail /00 or so
as a small test and then evaluate the response before
mailing the rest.
If you have some computer skills, you should try to
personali)e the mailing. In other words, use the
person(s name in the salutation. If that(s not
possible, just use #<ear .riend$.
One of the biggest challenges we have in using direct
mail is simply getting the envelope opened. 7eople
sort their mail over the wastebasket.
8ary Balbert, the late 7rince of 7rint, talks about
#!$ pile mail and #A$ pile mail.
#!$ pile mail is important stuff that you open and
look at right away. Things like a personal letter from
your !unt .lossie in .lorida. #A$ pile mail is mail
that is obviously unsolicited #junk mail$, addressed to
#Occupant$ and with a bulk mail indicia instead of a
live stamp.
We want our direct mail to look as much like #!$ pile
mail as possible. It(s best to hand write the person(s
name on the envelope. *ou want it to look like a
personal letter.
In truth, despite Balbert's insistence to the
contrary, commercial #A$ pile mail, done correctly will
out pull #!$ pile mail. Bowever, and it's a bog
however, it D4T be done correctly. !nd therein lies
the bug. It can take years of practice and dedicated
attention to learn to do commercial #junk$ mail in a
way that can out5pull a simple #!$ pile mail piece.
!nd hiring someone to do a good #junk mail$ looking
piece can cost E20,000 or more. That's why I suggest
the #!$ pile letter for you.
We want to use a live first class stamp, just like
!unt .lossie would do if she were sending you a letter.
If hand writing the name and address on the envelope
is not possible, the ne%t best option would be to use
your computer and printer to direct print the address
on the envelope using a #:ourier font$.
The least favorable option, a label stuck on the
envelope, screams #junk mail$.
!lso, don(t put the letter on your business
letterhead and make sure you type it in a :ourier >ew
font, which will give it a distinct look and give it a
#typed on a typewriter$ feel. *ou want the letter to
look as personal as possible.
This style of direct mail has proven time and time
again as being the most effective low cost formula, but
can produce a high potential return in a very short
period of time.
There(s no need to reinvent the wheel. !dapt the
letter to your needs but don(t deviate from the
personal, one5on5one style of the letter.
.rom <an =ennedy...@%cerpt from The Ultimate Success Secret
INTRODUCTION
What You Will Discover In This Book
Hh' have * &ritten a book &ith su$h an auda$ious titleE
*t sometimes seems like onl' 'esterda' that * &as a (unk kid &ith big ideas, adding gra' to m'
hair to tr' and look a little older. * $ertainl' do not have that (roblem no&. * $ould stand to take
some o! the gra' out. A!ter a s(eaking engagement not long ago, m' !riend Fee <ilteer observed
that m' grou(ies seem to be getting a lot older. An'&a', * !eel like *7ve sta$ked u( enough
e5(ensive e5(erien$e to "usti!' $ommitting some o(inions about +the ultimate su$$ess se$ret, to
(a(er. * have gone !rom broke to &ell o!!I !rom severe struggle to (eaks o! su$$ess in not one but
three (ro!essional !ieldsI and, along the &a', * have had the good !ortune o! &orking &ith,
hanging out &ith Duite a number o! e5$e(tionall' su$$ess!ul (eo(le !rom business, s(orts,
entertainment. -amous (eo(le, like Joan .ivers, &ho started over a!ter her husband7s sui$ide and
her loss o! her $areer, &orking !or 9C00.00 a &eek on Hollywood Squares, (ronoun$ed a
&ashed u( has8been b' her o&n agentI &ho re8invented her $areer and her li!e &ith $ourage and
determination. And non8!amous (eo(le, like 2laddie 2ill, a C0K 'ear old s$hool tea$her living
un$om(lainingl' &ith %odgkin7s diseaseI on her summer va$ations, $limbing mountains,
traversing Alaska in a "ee(I at home, taking $are o! ever' imaginable or(haned animalI at s$hool,
de!'ing dullard administrators to give her students the ri$hest imaginable learning e5(erien$es,
thus earning the su((ort o! an entire $ommunit' o! (arents and kids, and having a trul' lasting
im(a$t on man' lives. * have had the (rivilege o! &orking $losel' &ith a great man' +!rom
s$rat$h, entre(reneurs &ho7ve built em(ires, e5traordinaril' su$$ess!ul sales(eo(le, to(
e5e$utives, to( s(eakers. * have Duite literall' been surrounded b' and immersed in su$$ess !or
'ears. And *7m a good observer. * have not let this go to &aste.
*t is im(ossible to $ount the number o! authors, resear$hers, (s'$hologists, +motivational gurus,,
et$. &ho have been !as$inated b' the Duestion o! &hat $auses some (eo(le to be su$$ess!ul and
others to !ail. He kno& it is not +environment,, as some liberals insistI it $annot be, be$ause out
o! the ver' &orst environments $ome !abulousl' su$$ess!ul individuals, re(etitivel' enough not
to be (assed o!! as aberration. Blaming e5ternal !a$tors, and e5$using a (erson7s results be$ause
o! e5ternal !a$tors, is not going to lead an'bod' to the ans&er to this Duestion.
*n the ?nited States, (robabl' the most !amous o! authors to have atta$ked this Duestion
thoroughl' &as >a(oleon %ill. %is !indings are summaried in his best8kno&n book, THINK
AND GROW RICH, a bestseller in its time, and, solel' thanks to &ord8o!8mouth, a stead' seller,
surviving and remaining on the !i$kle bookstore shelves !or de$ades. @*!, b' some $han$e 'ou
have not read this book, 'ou must.A
*n 1#17, Ameri$a7s !irst billionaire, Andre& :arnegie, set >a(oleon %ill on a mission to dis$over
the $ommonalities, the +(rin$i(les, shared b' hundreds o! the most e5$e(tional a$hievers o! their
time. /ventuall', %ill arrived at thirteen su$h (rin$i(les. .e$entl', management guru Ste(hen
:ove' had a blo$kbuster best8selling book &ith his +Seven %abits, o! highl' su$$ess!ul (eo(le.
<' s(eaking $olleague Lig Liglar talks about the +Ten Mualities, o! su$$ess!ul a$hievers.
Thirteen. Ten. Seven. 1i$k a number. Well, I have the auda!ty to ste" #orward a$d tell you that
I%ve &o!led !t dow$ to ON'(
* $hanged the Duestion toG
Is there one, single secret to success
of such overriding importance that,
if concentrated upon exclusively,
will literally change a persons entire
life experience and results?
If so, what is it?
That7s right ) one. * believe that * have identi!ied the one, single, sole +se$ret o! su$$ess,
universall' shared and relied on, above all other su$$ess se$rets, b' all e5traordinaril' su$$ess!ul
individuals. And it is m' $ontention that an' (erson &ho dis$overs, a$$e(ts, $omes to
understand, and gives (riorit', (aramount im(ortan$e to this one se$ret $an and &ill Dui$kl' $rate
unbelievable breakthroughs in his or her li!e.
*n$identall', m' !o$us has been Duite di!!erent than >a(oleon %ill7s. * have (aid a lot less
attention to the th!$)!$* o! the su$$ess!ul, and (aid a lot more attention to their &ehav!or(
;n this book$ ; ha(e '!0 come out an# sim-l& state# the ultimate secret/ Frankl&$ ; coul#
*rite it #o*n on a 2<3: car#/ There are several reasons &h' * haven7t done that. -irst o! all, it7s
darned hard to get 91#.#C !or a 35C, $ard. <' a$$ountant, Snarl' Stubb'!ingers insists that &e
$reate things &e $an sell !or (ro!it. @*! * re!use, he s&ears he7ll u( and leave and he7s the onl' one
here &ith the $ombination to the sa!e &here &e kee( the =reos and the good S$ot$h.A Se$ond, i!
* "ust tell it to 'ou outright, in its shortest !orm, it la$ks use!ul im(a$t. *7ve !ound it is o! little use
to those * sim(l' tell it to. =n the other hand, those &ho !erret it out !or themselves seem to (la$e
great value on it and get great value !rom it. So, * ho(e 'ou $an dis$over this se$ret !or 'oursel!.
*t is &aiting !or 'ou in a number o! (la$es in this book.
* don7t have an' s(e$ial reason to be overl' m'sterious, though ) so, a $lue. The +s(ark, that
drove me to &rite this book ma', in itsel!, be revealing. A ver' mundane event got me going. *
had been thinking about &riting a book on this (arti$ular sub"e$t !or Duite some time. *7d been
assembling notes on it !or a $ou(le 'ears. But there &as one little in$ident that got me to &ork.
=n a restless night, late at night, * &as thumbing through T+ G,ID' tr'ing to !ind something to
&at$h !or an hour or so &hen * noti$ed this listingG
Movie: ACTION JACKSON!
That $a-e !$sta$tly a""ealed to -e( Who was .At!o$ /a)so$%0 %o& did he earn su$h a
dramati$ ni$knameE Hell, the movie turned out to be a bad B8(i$tureI a run8o!8the8mill $o(s8
and8bad8gu's, bla$k e5(loitation !ilm starring :arl Heathers. * &ould not re$ommend the movie.
But the hero7s name stu$k in m' mind long a!ter the details o! the movie !aded. A$tion Ja$kson.
That, * thought at the time, (er!e$tl' des$ribes the kind o! (erson &ho gets the most out o! li!e.
Think about some o! the biggest blo$kbuster movies. Ra!ders O# The 1ost Ar)( D!e Hard( 1ethal
Wea"o$( 2at-a$( The 3u*!t!ve. Think about the enduring su$$ess o! the /a-es 2o$d series. Hh'
have these !ilms been su$h enormous bo5 o!!i$e mone'makersE * think one o! the ans&ers is the
dramati$ "u5ta(osition bet&een the movies7 al&a's8in8a$tion adventurers and most (eo(les7
$om(arative slo& motion lives. The $onstant, the universal $hara$teristi$ o! su$h big s$reen
heroes is their bias !or a$tion. And !or an hour or t&o, ever'bod' be$omes an A$tion Ja$kson,
living vi$ariousl' through these heroes.
Hhat the <edio$re <a"orit' never learns is that the' do not have to settle !or living vi$ariousl'
through others. An'bod' $an be an A$tion Ja$kson 888 dive headlong into the greatest adventure
o! allI setting and ra(idl' a$$om(lishing meaning!ul, &orth&hile goals, meeting !as$inating
(eo(le, visiting e5$iting (la$es, living an e5$iting li!e. /ven (eo(le &ho are above8average
a$hievers are o!ten guilt' o! seeing themselves and their o&n lives +smaller, than need be.
Hell, * am here to tell 'ou that those &ho live li!e +large, do share a single, ultimate se$ret.
Through the stories, e5(erien$es and e5am(les *7ve assembled !or 'ou, in this book, 'ou $an no&
dis$over that ver' se$ret and get it &orking !or 'ou.
Nan Oenned'
1SG 4ou ma' have (ur$hased this book on 'our o&n, and i! so, m' thanks and $ongratulations.
But it7s also Duite likel' 'ou re$eived this book as a gi!t !rom one o! the di!!erent business and
marketing $onsultants, advisors, e5(erts or $oa$hes that *7ve &orked &ith. *! that7s the $ase, 'ou
should kno& that the (erson &ho gave 'ou this book as a gi!t is someone &ho embodies the
?ltimate Su$$ess Se$ret through his or her o&n behavior and business. That (erson (ries the
se$ret, &orks at living the se$ret, and no& has invested in (assing along the se$ret to 'ou. *! 'ou
un$over it and !ind it valuable, b' all means, let them kno&.
Additional Publishers Note: this book was first written and published in the early 1990s. Not all
references to the authors life or to others in the book have been up-dated. This, in no way,
invalidates the timeless message of the book, as you will see.
About Dan Kennedy's Chapter
This book is a product of Pete-The-Printer.com, and it, along with several other special-
purpose Dan Kennedy books, are available in bulk quantities or licensed, for re-publishing and
or co-authorship or anthology publishing. nquiries should be directed to Pete !illo at Pete-
The-Printer.com or ""#-$%%-$&"". Pete-The-Printer.com'Pete !illo ( )ssociates is also the
publisher of Dan Kennedy*s !++K +,-. /0 12+3!D-. 4ewsletter for direct-response
copywriters and direct marketers.
!bout The !uthor
Dan S. Kennedy is a multi-millionaire serial entrepreneur,
souht a!ter and hihly paid ad"isor to entrepreneurs, #usiness
o$ners, %&'(s and mar)etin pro!essionals, and a thouht-leader
and proli!ic $riter on ad"ertisin, mar)etin, sales, #usiness
and success topics. *is #oo)s ha"e appeared on +,%. M-.-/+,&(S
0122 3est 3oo)s( 4ist, 3usiness Wee) and -ma5on #estseller
lists, and there has ne"er #een a year since 1671 that
#oo)sellers( shel"es ha"en(t included Dan Kennedy #oo)s.
+n!ormation a#out his #oo)s is a"aila#le at $$$.,o3S3oo)s.com.
The sun literally ne"er sets on the reach o! the association o!
entrepreneurs and mar)eters that has de"eloped around Dan(s
!amous NO B.S. MARKETING LETTER: .la5er-Kennedy +nsider(s
%ircle8. +n!ormation a#out it is a"aila#le at
$$$.DanKennedy.com. -s a spea)er, Dan has !re9uently addressed
audiences o! 1,222 to :;,222, and shared the stae $ith
cele#rity-entrepreneurs li)e Donald Trump, +"an)a Trump, .ene
Simmons <K+SS=, De##i >ields <Mrs. >ields %oo)ies=, .eore
>oreman, and ?oan @i"ers as $ell as success and moti"ational
spea)in icons /i /ilar, ?im @ohn, 3rian Tracy and Tom
*op)ins. To communicate $ith Dan directly reardin spea)in or
consultin enaements, please !aA B2C-CB6-:11:.
Why Do Some Of The Country's Smartest Entrepreneurs
et Sales an! "ar#eting A!vice
From A $ilt Wearing%
Tattooe!% Smash "outh &i'ertarian(((
Who's a )ain in the Ass to Wor# With*+
Because He Can Add Millions in Sales to Any Business...
Including Yours!
Nes(ite his un$onventional a((arel, $ourse manner o! s(ee$h and tenden$' to be dismissive o!
those &ho +don6t get it,, /verte is a business building (henom.
A!ter he and a business (artner s(lit in =$tober o! 200P, a s(lit that le!t /verte &ith no in$ome or
savings @his entire net &orth had been lo$ked u( in the business and his (artner re!used to bu'
him out &ithout a non8$om(ete &hi$h /verte &ouldn6t signA and onl' 91000 to his name, a
(regnant sta' at home &i!e and 2 $hildren to su((ort and :hristmas $oming !ast, he started a
$om(an' and in 16 months &rote 91,000,000.00 in business.
A!ter a $ou(le o! 'ears in that business, a vendor suggested /verte and his &i!e bu' into a
(ortion o! his business. The' did and /verte drove sales !rom a((ro5imatel' 9200,000 "ust over
91,#00,000.00 in "ust 2 'ears and 3 months.
%is (eers in the marketing business $onsider /verte a to( !light dire$t res(onse marketer and
$o('&riter, Nan Oenned' @NanOenned'.$omA even sa'ing so in one o! his most re$ent books,
No BS )rust*Based !ar"eting4
(((lo$* t!-e GKIC -e-&er a$d outsta$d!$* -ar)eter, 'verte 3ar$ell
a$d 'verte !s a h!*hly s)!lled d!ret5res"o$se o"ywr!ter
And here6s &hat business o&ners have to sa'G
Q/verte,
* &anted to let 'ou kno& the $ritiDue 'ou did o! m' marketing $o(' &as
amaing00
Hhen * originall' (ut u( m' sDueee (age, * had a measl' 1.CR o(t in rate. *
thought that &as good. Still * &anted to see i! * $ould get the numbers u(.
* ran the original $o(' (ast another marketing $onsultant * kno&, he said Qit
looks good.Q
4ou on the other hand gave me a 26 minute and 17 se$ond re$ording that
"ust ri((ed the $o(' a(art. *t &as ./AFF4 hard to listen too. *t &as brutal. *t
&as do&n right Barbari$00
*t also (rodu$ed a 10R $onversion rate00,
Thanks0
Steve Ti$kner
&&&.BestNomain:hoi$e.$om
+/verte,
Hhen 'ou !irst started doing this $o('&riting thing, * reall' thought it &as
!ool7s gold. * mean reall', * thought 'ou "ust &rote an ad and (ut it in the (a(er
and the (hone rang.
* thought those long letters and ads &ith a lot o! &ords &ere dumb.
1roves &hat * kno&. He sent out a letter to get re!errals and did an e5tra
9100,000 in a month a !e& 'ears ago. Then &e used that letter to (ros(e$ts and
$losed 2CR o! them.
Then that ad 'ou ran &ith the irresistible o!!er ) or &hatever 'ou $alled it8
that thing ke(t us o(en through the summer. /ver' other means o! getting
business dried u(0
*6m "ust glad 'ou7re on m' side00,
Ale5 1emberton
=&ner
AK .estorations
...a 30 second spot on my radio show is 30% higher
than the rest of the radio station.
'verte,
* &anted to send a note and tell 'ou ho& mu$h * a((re$iate the ti(s the other
da'. Hhen * made some o! the language and (ositioning $hanges 'ou suggested
m' results &ere (henomenal0
The $ost !or a 30 se$ond s(ot on m' radio sho& is 30R higher than the rest
o! the radio station, and that6s be$ause o! 'our ti(s and suggestions. Same radio
station, "ust higher (ri$es. Just di!!erent (ositioning and language. Thanks !or the
hel(0
8Take it all a&a' 8 great idea0,
-red <arks
1rodu$er Q1otoma$ S(orts S /ntertainment >et&orkQ
,-our Formula .s A reat Way To et /otice!0
6'verte 5 I 7ust wa$ted to dro" you a $ote a$d say tha$)s #or your -ar)et!$*
t!"s( As you )$ow, I a- a C1IO award w!$$er, a$d a very suess#ul -ar)eter(
8y ad a-"a!*$s "rodued s!*$!#!a$t *rowth o""ortu$!t!es #or the o-"a$!es I
have wor)ed #or(
Whe$ I de!ded to ha$*e areers, a$d &eo-e a "erso$al he#, I #ou$d that
the sa-e style o# advert!s!$* d!d $ot wor) as well #or the s-all &us!$ess
ow$er9e$tre"re$eur( I$ a short, :; -!$ute o$versat!o$ I had w!th you o$e day
you "o!$ted to a #ew d!##ere$t 6a$*les6 I ould a""roah w!th -y &us!$ess(
Whe$ I tr!ed the- I was a-a<ed at the results( Truth !s I was a &!t s)e"t!al( I
have a stro$* -ar)et!$* &a)*rou$d a$d I a- well )$ow$ a$d suess#ul !$ that
world( What you were say!$* was ou$ter !$tu!t!ve #or -e 5 &ut !t wor)ed( These
days, *ett!$* $ot!ed !s the &est #or-ula to ah!ev!$* suess, your #or-ula !s a
*reat way to *et $ot!ed(
Than5 again, :he! 2eorge, :he Tous.
/verte has $ollaborated &ith some o! the best $o('&riters in the &orld, in$luding Trevor :rook,
the :ro$odile Nundee o! $o('&riting. %e has re$eived a$$olades and testimonials !rom Bill
2laer, shared the stage &ith Ted >i$holas and <att -ure' and hel(ed man' business o&ners
make huge lea(s in sales and (ro!its.
%e routinel' intervie&ed b' various media outlets all over the ?S and has even a((eared on
-orbes.$om. %is businesses have a((eared on national ne&s TT (rograms and radio
internationall'.
Muite !rankl', he $an get a&a' &ith his un$onventional manner be$ause his results &arrant it.
!ther )in#le Books E(erte Recommen#s
/verte -arnell
The 1ool %ustler6s <BA
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>= BS <arketing to the A!!luent
>o BS 2uide to Selling to Feading /dge Boomers S Seniors
The ?ltimate Sales Fetter
The ?ltimate <arketing 1lan
:raig 2arber
%o& to <ake <a5imum <one' &ith <inimum :ustomers
7 Biggest <arketing <istakes /ntre(reneurs <ake, and %o& to Avoid <aking Them
Jimm' >i$holas
Small Business <arketingG 4our ?ltimate 2uide