By Dan Kennedy
*A Book Review*
by Michael C. Gray
© 2020 by Michael C. Gray
According to marketing guru Dan S. Kennedy, the typical entrepreneur and business owner is clueless when it comes to advertising and marketing. This makes them highly vulnerable "Advertising Victims" for media salespeople, ad agencies and anyone else who doesn't know how to actually close a deal and make a sale.
Dan Kennedy is a highly-paid marketing and advertising consultant. Kennedy has guided companies like infomercial producer Guthy Renker in creating successful direct response marketing campaigns.
Kennedy originally created Magnetic Marketing as "The Small Business Emergency Survival Kit" back in the mid-1970s. Eventually he sold it to thousands of business owners (including me) as a speaker on Peter Lowe's SUCCESS Tour.
Now he has made the basic concepts available in an inexpensive book.
The system is called Magnetic Marketing because the businessowner is positioning himself or herself to attract a steady flow of qualified leads and buyers. This is a much stronger position, being sought, than pursuing customers.
Kennedy points out that big corporations have different agendas for their advertising than other businesses. They are trying to please their board of directors and shareholders, look good for the media, build brand identity and win awards. Other businesses just want to sell something, preferably NOW!
When creating a marketing message, Kennedy says you (the business owner) should start with distinguishing your business from its competitors. You should tell the customer why he or she should choose you versus any other provider of the same product or service that you offer. The answer to this question is the Unique Selling Proposition of your business. A classic example is the old Domino's Pizza slogan, "Fresh, hot pizza delivered in thirty minutes or less, guaranteed."
In one chapter, Kennedy explains why most marketing fails.
Many business owners view marketing as something unpleasant that they have to do (while holding their noses). Kennedy explains that a totally different mindset is needed. Marketing IS the business, because if you don't market successfully, there won't BE a business.
The basic process of marketing is (1) to identify WHO are likely customers who want what you have to offer, which you can call your "Market" and then (2) developing a Message that Matches the language and desires of the Market which is (3) communicated to the Market using Media (internet, social media, TV, Radio, Magazines, newspaper, etc.). You evaluate how successful the marketing is by the results generated.
Magnetic Marketing is easy to read and includes essential information for business owners to be successful. I highly recommend that you get a copy, read it and put the ideas to work.
Buy it on Amazon: Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer.
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