The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand!

I respect the logic of what is put into this book and the many examples of how this does indeed work. I think congruency is slipping a bit but overall it’s well worth the re and a re-read. Just doing something’s from this book you can dramatically boost the sales & overall perception of your business. The only trouble I have is it seems like the person that already has a business built can benefit from this more than a beginner who has never created anything…. But that speaks to other things as well meaning you need to be a doer not just a reader or dreamer. Big thanks to Dan Kennedy for this book.

The media could not be loaded. I enjoyed this book. Really gave me confidence in being clear on my message. Happy to have ordered and read. Would recommend.

All small business owners need to get this book.Dan Kennedy provides highly useful and practical tips and examples of how to position your business to escape becoming a commodity.

Dan Kennedy’s style and wisdom is in full display here. Incredibly useful tips and best practices on almost every page. All it really takes is a few ideas to really propel your results and the book’s ideas are plentiful. I’d highly recommend this book to anyone wanting, no needing, to grow.

I have read several of Dan Kennedy's books: I like his experienced, "from the street" - what he calls his "no B.S." - expertise. I was about to launch a new product and thought I'd catch up on Kennedy's writing, with this book on an "ultimate marketing plan."First of all, I acknowledge that Kennedy is somewhat of an odd bird. If you haven't heard, he is probably the only marketing expert in the world (I can't imagine another) who doesn't like - or use -the internet. You read that right. He "detests" the internet (his words). He has a computer, but it's offline. You can't email him. He asks that you write him a note and fax it (remember fax machines?). At first, you might think this would disqualify someone from being a marketing expert in the 21st Century, and you could make a reasonable argument, but there is something to be said for Kennedy's old school, contrarian perspective. Marketing is marketing after all; and whether you mail a sales letter the old fashioned way, email it, or turn it into a squeeze page, the fundamentals still apply. In fact, I'm somewhat tired of listening to experts who talk like nothing existed before the internet.The first chapter is the perfect example of learning the fundamentals. Kennedy reminds you to write your USP - your Unique Selling Proposition. Frankly, I found this to be the most important part of the book. The USP is to answer the question, "Why should someone buy from you." Domino's Pizza had a famous USP: "Fresh hot pizza delivered within 30 minutes or less, guaranteed." When you think about it, it's amazing that many - most - companies have no good, clear USP. As an exercise, I researched the USP's of the four competitors for my product. NONE had USPs - they gave potential customers no written, straightforward sentence on why people should even do business with them. Well, two of them did mention one benefit - that they had the "lowest price." If you have read Kennedy's books, you already know that the "lowest price" routine is worse than no USP.Kennedy's book is not so much a full plan (which is why I dinged it a star) as it is chapters of reminders on things you need to do, as you market your product - targeting the right market, using testimonals (with photos), using buzz, having a call to action, and - something many forget about - keeping the customers you already have. There is the obligatory chapter on the internet, with the reminders to pay attention to the basics. (Sidenote here: Kennedy lists Frank Kern as a resource, who many consider a shady character, who has had his run-ins with the FTC.)To summarize, not an ultimate - or even complete - plan, but I'm not complaining. Kennedy always has valuable things to say, much of which you will not hear anywhere else.

Dan Kennedy is the man...The "No BS Man" at that! The book gives you practical and tested advice on how to turn your business, no matter what it is, into a marketing business. In his own words, "There ain't no business if there ain't no customers!". I agreed with that 100%.Throughout the book, Dan refers to his reliable stable of case studies that you probably have heard of in the past, but who cares...THEY WORKED! These are the same tactics and strategies I used in my real estate business to get 12 houses and $110,000 in the first 5 months of doing business! Yes! The book lists the "secret weapons" and "ultimate sins" when it comes to marketing. This is a great book with shining examples of how to do marketing right. Dan uses real world examples of entrepreneurs that have made it. Some of the stuff, I never (ever) thought would work in some of the businesses he mentions, but this book let me know that it was out there.Thank you, Dan for this book.

It’s fascinating that you always learn something new from DK.This book is old but the ideas are timeless.Highly recommended.

A book I'll read at least 10 more times. Wish I read this book 10 years ago when I started my business.