Glazer-Kennedy Blog » Archives for October 2009

From the monthly archives:

October 2009

Just Move the Couch Stupid

by Dan Kennedy10.30.2009
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A lot of businesspeople have a tidal wave of money banging against their door, but they’re busy shoving a couch across the door as a barrier to their success in small business.
Here’s a gem of a small business success tip…
What is “the couch”?
Oh, it could be the idea “But My Business Is Different” or, from [...]

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Don’t Discount Deception

by Dan Kennedy10.29.2009
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If you are going to do well in the small business marketing business, you’ve got to get over whatever queasiness you may have about deception. I started in the “regular” advertising business but quickly gave it up because I realized most of the clients’ money was wasted; most advertising could not work because the public [...]

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How To Assemble A Direct Mail Marketing Package

by Dan Kennedy10.28.2009
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When a pro freelance copywriter talks about a direct mail marketing package, he is most often referring to the outer envelope, sales letter, brochure and order form.
We tend to be much more creative and varied in the number and variety of enclosures in a good direct mail marketing package, but the result is the same; [...]

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How Successful Leaders REALLY Manage People

by admin10.27.2009
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One day, while personally wandering the park, then-CEO of Disney, Michael Eisner instantly and summarily fired the entire chorus line of one of the shows.
Why?
“Because they didn’t have ‘the Disney smile.’”
It takes COURAGE to manage that way, but it is the only way to really manage if you understand how linked and co-mingled your [...]

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The Greatest Strategy So Few Small Business Marketers Are Willing To Use

by Dan Kennedy10.26.2009
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Never discouraged by futility or resistance, I continue to teach and preach the profound advantage available only through precise message to market match. And I have another instructive example.
The big sporting goods, hunting, fishing, camping and apparel company ORVIS offers its customer mailing list with ethnic and religious selects, so you can obtain only [...]

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Critical Copywriting Strategies for Marketing a Small Business

by Dan Kennedy10.23.2009
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Around here, on Planet Dan, we say “Copy Is King”…and we focus on the Message (and on Message To Market Match). But, as the highest paid professional, freelance direct-response copywriter working today, I can afford to tell you…and do tell you….things other copywriters will not. While it must be on target, copy gets credit for [...]

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Using Sex in Small Business Marketing

by Dan Kennedy10.22.2009
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Sex in small business marketing has long, long been used, for a wide variety of products, appealing to men, and to women.
It can be subtle “ like Cadillac’s woman driver: the question slyly asked by the sexy woman: when you turn your car on, does it return the favor?
…overt “ think after-shave ads.humorous “ [...]

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Small Business Owners Should Acknowledge Execeptional Service

by Dan Kennedy10.20.2009

Most of us spend a lot of time laboring in oblivion.
Writers certainly do. When you speak on stage, you can see and hear and judge audience feedback.
But when you write, you write alone. But writers are not alone in their frequent wondering whether or not their work, their concern for their work, is [...]

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Make History with Your Marketing…Every Single Monday

by Dan Kennedy10.20.2009
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For several years, I was “the small business marketing guy” assisting a schizophrenic human potential/wealth training organization which, as its main sales activity and deliverable, put on a 3-day seminar every weekend – and had to draw from 300 to 1,000 people to it every week.
A good percentage of those people were returning many weekends [...]

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Death and Creative Small Business Marketing Strategies

by Dan Kennedy10.19.2009
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IT AIN’T YOUR GRAND-DAD’S FUNERAL. SIX FEET UNDER, NOT THE ONLY OPTION.
I’ve done some consulting work in the funeral industry, spoke at a national convention, and, while most are mired in the past, with very traditional, somber products and small business marketing strategies, there is growing movement of innovation and daring.
For example, “theme [...]

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