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Dan Kennedy

The “Yes You Can Call” List

by Dan Kennedy03.12.2010
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Many small businesses marketers don’t like using the telephone as a marketing tool because of the DO NOT CALL LIST…they think they can no longer use it. And in many applications that is correct.
But there is one application that every business should ‘legally’ be using the phone for in order to grow their business, [...]

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What to Do When Your Customers Complain

by Dan Kennedy03.11.2010
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Every small business, no matter how well managed, will have to deal with dissatisfied even angry customers from time to time. Sometimes the customer is justified in his complaints other times he is not, but the handling of the dissatisfied customer can have far reaching impact on a business.
Now, I want to talk with you [...]

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How To Keep Your Customers From Using The Competition

by Dan Kennedy03.09.2010
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Yesterday I wrote about how important first impressions were to customer relations.
Now, I’d like to turn our attention to what you can do to foster customer retention.
Later in the game the customer relations process evolves into follow-up and follow-through.
How would you react if…
… you got a call from your car dealer service manager [...]

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Looks DO Matter

by Dan Kennedy03.08.2010
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Last week I wrote about the importance of environmental appearance as it relates to first impressions. A related matter is the personal appearance of the people your customers will deal with.
It’s important to understand that most customer impressions are formed with non-verbal input not verbal. The appearance your people present, the image they offer will [...]

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What Do Small Business Customers See?

by Dan Kennedy03.04.2010
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On Monday, I wrote about the importance of customer or client relations.
I explained my belief that each customer you can acquire has tremendous long term value and that most small businesses fail to understand and work to preserve this value.
Now, here are some customer relations tips I urge you to consider for your small business:

Make [...]

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How to Get Your Customers to Keep Buying

by Dan Kennedy03.01.2010
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In this post, I want to talk about customer or client relations.
It is my belief that each customer you can acquire has tremendous long term value and that most businesses fail to understand and work to preserve this value.
From a marketing standpoint it costs a lot of money to get a new customer to [...]

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What Makes Prospects Buy?

by Dan Kennedy02.25.2010
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We’ve talked about headlines, subheads and photo captions, the critical attention getting and interest building components of advertising supported by good, effective copy. The fourteen tips that go into writing effective copy.
Now let’s switch gears and talk about what I believe is the single most important device that gets your customers or prospects to buy… [...]

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More Ways to Make Sure Your Advertising Produces

by Dan Kennedy02.22.2010

In my last post (How to Make Sure Your Advertising Produces) Thursday, I revealed the #1-7 of the 14 tips that make sure your advertising works. Now let’s go through the last seven, #8-14.
8.)  Keep your copy lean…not necessarily short. Watch out for wordiness that distracts from the sales message. If a word or phrase [...]

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How To Make Sure Your Advertising Produces

by Dan Kennedy02.18.2010

There are fourteen tips to make sure that your advertising copy works. Here are the first seven:
1.) Translate features into benefits. Don’t just give information and assume that the reader will interpret.
Example, front-wheel-drive is a product feature on an automobile. In advertising that car it would be a great mistake just to say that and [...]

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The Most Important Part Of Any Ad

by Dan Kennedy02.15.2010
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Let’s talk about the basics of effective advertising and writing effective advertising copy.
The first critically important key is the development of effective headlines. The headline is the most important component part of any type of advertising. It must work or nothing else matters.
Next in importance are the subheads that are used to break up long [...]

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