Dan Kennedy, Marketing Legend

Dan Kennedy is a marketing legend. Known as the “millionaire maker”, his uncommon, outrageous marketing strategies are followed and used by business owners all over the world. He has helped countless businesses grow using his direct response marketing techniques that he outlines in all over 30 published books. 

Focusing on He is famous for talking about market, message, media where business owners focus on a specific target market with personalized messaging using the media that target responds to the best that motivates customers to take action.

One example of Kennedy’s successful direct response campaign was for a local restaurant who created an oversized postcard with their menu on the one side and a newsletter layout on the second side where the restaurant talked about a possible Elvis sighting. Adding personality to all your marketing is one of Kennedy’s keys. The response rate was over 12%, significantly higher than what the restaurant had experienced with previous advertising campaigns.

Another mailing was sent by a small town chiropractor who likes to mail out 100 at a time to judge the response rate so he can “tweak” the copy for better results. One mailing he did got a 67% response for reactivation patients who had not been in in awhile.

In his book “The Ultimate Marketing Plan,” Kennedy explains the importance of creating a unique selling proposition (USP) to set a business apart from its competitors. He provides examples of successful USPs, such as Domino’s Pizza’s guarantee to deliver within 30 minutes or the pizza is free. Kennedy advises businesses to identify their unique strengths and create messaging that emphasizes those strengths in a way that is clear and compelling.

Kennedy’s marketing strategies also focus on understanding the target audience and creating messaging that speaks directly to their needs and concerns. In his book “No B.S. Marketing to the Affluent,” Kennedy explains how to create targeted messaging for high-income customers. He provides examples of successful marketing campaigns that have appealed to affluent customers, such as Rolls-Royce’s “Not for everyone” campaign.

In “Magnetic Marketing,” Kennedy emphasizes the importance of building strong relationships with customers. He provides examples of businesses that have achieved success by creating a loyal customer base, such as Harley-Davidson’s H.O.G. (Harley Owners Group) program. Kennedy advises businesses to focus on building long-term relationships with customers by delivering excellent customer service, creating loyalty programs, and staying in touch with customers through regular communication.

Kennedy’s marketing strategies have helped businesses across a variety of industries achieve remarkable growth. Think different, unusual, fun and targeted.

One of Dan’s coaching clients, Dan Cricks, was recently interviewed on Megabucks Radio and shares how using Dan’s principles exploded his own auto repair business and helped a coaching client of his go from a startup chiropractic office to $2.1 million. Listen in here.