Glazer-Kennedy Blog » Archives for September 2009

From the monthly archives:

September 2009

The Renegade Millionaires’ Simple Litmus Test 

by Dan Kennedy09.30.2009
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The job site CareerBuilder.com reports that 1 in 5 employees admits to giving bogus reasons for coming to work late. Some of the best are:

I dreamed I was fired,so I slept in. When I woke up I realized I was dreaming so I hurried in.
I went all the way to the office before realizing I [...]

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The Top Secret to Success They Don’t Want You To Know

by Dan Kennedy09.29.2009
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There is a tendency amongst authors writing about “success” as well as entrepreneurs, small business owners and CEO’s telling their success stories to be warm ‘n fuzzy and present classically popular ideas palatable to the largest number of people. To say that nice guys win. That having a positive attitude and drawing little smiley faces [...]

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The 5 Elements of a Good Direct Response Ad

by Bill Glazer09.28.2009
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This is my quick checklist of ESSENTIAL Elements of a good direct response ad
1.) REASON FOR ADVERTISING other than your desire to get customers or sell something. BIG NEWS (other than announcing a new logo), BIG IDEA, a breakthrough solution to somebody’s problem. The biggest reason for advertising failure is advertising just because you need [...]

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Create Marketing Fireworks by SUCKERING ‘EM IN

by Dan Kennedy09.25.2009
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“SEX.”
“OK, now that I have your attention, let me talk to you about financial planning.”
This is an ad gambit as old as the hills. Call it whatever you like: lying, bait ‘n switch, trickery.
You yell out one thing to grab attention, then switch to an entirely different subject once you have eyes and ears. Sometimes [...]

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What’s Your #1 Job?

by Bill Glazer09.24.2009
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I had a recent consulting call with a client. I asked him about his progress on what we talked about during our past call and he reported that hardly anything got done because he had a lot of other things to do in running his business and was constantly being interrupted by employees with questions [...]

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Bill Glazer Shares 7 Small Business Marketing Tips About Offers

by Bill Glazer09.23.2009
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You should have one! Never, ever fail to make a specific offer or offers, and have a clear call to action. So much bad advertising fails to tell the reader/listener/viewer exactly what is expected of them, what to do next, and how to do it, in clear terms. Most ends vaguely: here’s where we [...]

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Pity the Foolish Small Business Owner

by Dan Kennedy09.22.2009
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Any moron can make money with new media where only little folks play.
But when the big, dumb, brand advertisers arrive – as they have in PPC advertising – the media cost skyrockets and that’s that. This should never be a sudden surprise – or a gradual one, either – to anybody with even small quantities [...]

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Is Dan Kennedy Anti-Brand? The Surprising Answer

by Dan Kennedy09.21.2009
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This post, I’ll address a question I get confronted with a lot, about “branding” – the tough guys pointing out that I rail against branding yet obviously engage in brand-building myself.
Actually I’m not “anti-brand” at all, and as you can observe, have diligently turned myself into a personality brand (go ahead, Google ‘Dan Kennedy’ and [...]

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How To Rob People Legally and Leave ‘Em With a Smile on Their Faces

by Dan Kennedy09.18.2009
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A past issue of the Sunday New York Times included this article, headlined:
IS THIS CREAM WORTH $500.00?
Although I’m sure it was not the reporter’s purpose she prepared a marvelous marketing tutorial.
What’s in a name?
The company behind Deep Repair Facial Serum, Z. Bigatti, “a name that might conjure images of Milanese scientists…” – the owner, [...]

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How Gene Simmons Can Put Your Small Business Marketing On Autopilot

by Bill Glazer09.17.2009
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Celebrity P-O-W-E-R!
I first learned about the power of celebrity from Dan, but I really didn’t fully embrace it until I saw it with my own eyes. Dan has often used his client, Guthy-Renker, as an example of how they have become the ‘top dog’ in the infomercial world by using famous celebrities such as Victoria [...]

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