Inside Secrets Of Kennedy Consulting:
How Clients' Sales And Profits Are Multiplied, Problems SolvedSpecial Report by Dan Kennedy Copyright-Free: Reproduce & Distribute Freely
THE CASE OF THE DYING AD
Often, a business' ad will work well for a while, then begin "wearing out". Because good ads aren't easy to come by, I want my clients to extend the life of the ads as long as they can. In one instance, a client had a full-page magazine ad that had appeared in the same magazines month after month for several years, and results were waning. I had the client shrink the ad enough that a 2" wide border was created all the way around it. Across the top, we added this headline: YOU'VE SEEN THIS AD. THESE PEOPLE ANSWERED IT. Then, down both sides and across the bottom, little photographs of happy buyers with their enthusiastic testimonials. This brought the results of the ad back up to the peak period from two years prior.
THE CASE OF THE AD THAT WORKED TOO WELL
A local company had a newspaper ad I'd designed that worked too well. Every time it ran in the city's newspaper, they were so deluged with business the next day and for ten days or so afterward, they couldn't handle it and a lot of good prospects went to waste. We switched the ad to an FSI, a free-standing newspaper insert, which is delivered loose, inside the paper; they paid to have them inserted by area of the city in rotation, roughly 1/3rd of the circulation every 3 weeks, stabilizing the response at a level they could manage.
THE CASE OF THE $1,000.00 PLASTIC CARD
A restaurant owner needed $100,000.00 fast (reason not important). At my suggestion, he created a "VIP CLUB CARD" that gave its holder $2,000.00 worth of meals, appetizers, etc. spaced over 24 months (with much of the redemption cleverly structured to actually spark other spending. Example: free dinner on birthday, free dinner on wedding anniversary), privileged access to closed-door events (wine-tasting night; Super Bowl party), and other benefits, then sold that card to his best customers. In 19 days, he sold 114 cards at $1,000.00 each.
THE CASE OF THE INEFFICIENT SALE
A client was making about $25,000.00 a month, but had "capped out", as he was personally closing every sale one-on-one, usually via a lengthy telephone conversation, sometimes two or three such conversations. He was adamantly opposed to adding salespeople. Worse, he was only getting one out of every seven prospects who initially requested his information to the point of having a discussion with him. At my urging, he implemented a group "telephone seminar" promoted once a month, to all his unconverted leads. His income went to $40,000.00 a month immediately. Incidentally, I have dozens of private clients and hundreds of Inner Circle Members profitably using tele-seminars, in many, many different businesses.
THE CASE OF THE REINVENTED BUSINESS
In my famous Magnetic Marketing System (www.gkic.com) I show the "Giorgio letters", in which a restaurant is reinvented as a "romance destination". One of my clients, Mike Storms has a karate school with over a dozen very close competitors; his is the highest priced of any of them; most successful; and driven by referrals. He is able to charge premium prices and operate a super-profitable business, in part, due to re-invention or re-positioning; he does not sell karate; he sells "safer, smarter, more respectful kids" who have healthy self-esteem and excel academically.
Follows, an assortment of articles or excerpts of articles from previous issues of the NO B.S. MARKETING LETTER representative of strategies Dan regularly assists his clients in implementing. Unlike this brief, introductory Report, and the above case histories, the LETTER features actual examples with "exhibits" showing the businesses' ads, letters, etc., and full names, locations, types of businesses, stories in the owners' own words.
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UNIQUE SELLING PROPOSITION
(For more information, the book Ultimate Marketing Plan) Unique Selling Position/Proposition Vs. Dumb Slogans How To REALLY Differentiate Yourself In The Marketplace.
Christmas arrived early with an article FAXed to me by Gold+ Member Chris Di Re, reporting on an extensive survey to measure the impact of advertising slogans. Among the slogans and advertising tag lines for 22 of the biggest U.S. advertisers, only 6 were recognized by more than 10% of the consumers surveyed. In other words, not even 1 out of 10 consumers could correctly identify 90% of the slogans. 16 of the 22 advertisers had slogans no one knew each spending more than 100-million dollars a year advertising them!
Three of these much advertised slogans scored 0% recognition. 0%!
Take the test, see if you can name any of the big, dumb companies that match these slogans: (Answers at bottom of page).
- We're With You
- That Was Easy
- The Stuff Of Life
Only Wal-Mart's "Always Low Prices" was recognized by 64% of the consumers tested. (And by the way, if you can't have the lowest prices, you might as well be the highest. Not much cache in "Almost Always Almost Lowest Prices Most Days".)
Those faring poorly, like #1 above, argued that they'd only been advertising their slogan for TWO YEARS!!!! and, quote, "it takes time to build brand identity." #3's spokesman justified their disaster as "only a transitional slogan", stating they were moving toward yet another new brand-focused identity, whatever the beejeezus that is. Translation: new slogan being thunk up.
The real laugher is that the copy of this article Chris sent me was from USA TODAY's web site, and at its end, two companies paid to advertise their services, doing, yep, "corporate branding."