Dan S. Kennedy - The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand! 4th Edition

4TH EDITION
THE ULTIMATE
MARKETING
PLAN

Target Your Audience!
Get Out Your Message!
Build Your Brand!

DAN S. KENNEDY
Bestselling author of No B.S. Business Success

Success Reports That Tell You What You Can Achieve with THE ULTIMATE MARKETING PLAN

Sales Professionals Liberation

I sell financial services to small-business owners. Your strategies took my sales business from cold prospecting and making meager commissions to over $50,000.00 a month, and now I target only ideal clients, using your direct-mail sequence strategy, and spend 80% less time working on my business! Incidentally, Im just twenty-three years old. Joshua Jaouli, New York

My kind of marketing introduced in this book is NOT just about making a lot more money. Frankly, thats too easily done. This is about how you make your money. About putting marketing systems in place of manual labor, certainty in place of insecurity, choosing clientele, and time freedom. Dan

CPA Creates Wealth

Looking back over the years (since 1996) that I began working with your materials, in a nutshell, a CPA firm that was struggling for survival is now consistently profitable and prosperous. Now, after each tax season, we have a backlog of projects for the rest of the year. We can now be selective about the people we serve. I have the confidence of knowing I can turn on the faucet at will. My office is located an eight-minute walk from my home and I love hearing the morning traffic report. My wife and I live debt free; we upgraded our home, have taken vacations to Europe, Hawaii, cruises, and soon Scotland, all paid for. Ive been able to counsel my second daughter and her husband on how to generate more business for their restaurant. For anyone who is a salesperson or owns a business, you make an excellent, profitable decision when you make a habit of studying Dan Kennedys Ultimate Marketing Plan and all his other resources. Michael C. Gray, CPA, California

That letter and permission to use it came unsolicited in 2005. Michael is still a Glazer-Kennedy Insiders Circle Member and still reporting in from time to time on the growth of his firm and personal and family accomplishments. If this book is your very first introduction to me, know that many business owners have stayed with me for five, ten, fifteen, even twenty years. Let this book be a doorway, not a dead end. Accept my invitation at the back of this book. Dan

Retired NYC Police OfficerIndustry Training Business

I spent twenty years in the NYPD, for many running a real estate investing and construction business during the days while working as a cop on midnight shifts. As a result of learning your strategies, Glazer-Kennedy Insiders Circle membership, and Information Marketing Association membership (www.info-marketing.org), I started an info-marketing (publishing and training) business teaching based on my successful real estate and contracting businessesand as this year comes to a close Im happy to report its $930,000.00 income. Paul Davey, New York

This is a great example of expansion versus growthsomething made possible by mastering The Ultimate Marketing Plan and then applying it to one good opportunity after another. Near-seven-figure and seven-figure income is, candidly, out of reach for many single-focused small businesses, but with one business as a basis for a second, both as the basis for a third, anythings possible! Dan

Retailers Sales Struggle Ends

My husband and I have been in retail for twenty years, and we own several different kinds of stores in our home town and two adjacent communities. We never really had the stability or new-customer-getting aspects of these businesses figured out until I discovered you, starting with your book The Ultimate Marketing Plan given to me by a customer. By putting a true marketing plan in place, I have reduced our seasonal ups and downs, increased the average value of our customers per annum (measured and managed for the first time because of you), and Ive become our creative director, putting together quarterly promotions that bring in new customers, reactivate customers, and provide sales surges. Im using direct mail profitably, which I could never seem to do before. And for one of the businesses, I launched an amazon.com store (at your urging) which, in its first six months, generated an extra $26,000.00. Overall, our income has doubled in a few short years. Our kids college educations are paid with Dan Kennedy Dollars! Carol Lanspa, Indiana

My friend Mike Vance, who worked personally with Walt Disney and is the author of a number of great books on creativity, tells of asking a CEO to name his biggest business problems. When he did, Mike asked who was working on solving them and the CEO admitted no one wasbecause, he said, it couldnt be solved. I believe there is always something you can do. In this case, two long-standing weaknesses and frustrations in Carols business have been solved. Too often, a businessperson gets locked in to Groundhog Day, reliving the same practices but hoping for different results. One of the best things to do with this book is to use it as a guide to see your business differently. Dan

Copyright 2011, 2006, 2000, and 1991 by Dan S. Kennedy
All rights reserved.

This book, or parts thereof, may not be reproduced in any form without permission from the publisher; exceptions are made for brief excerpts used in published reviews.

Published by Adams Business, an imprint of Adams Media, a division of F+W Media, Inc. 57 Littlefield Street, Avon, MA 02322. U.S.A.
www.adamsmedia.com

ISBN 10: 1-4405-1184-5
ISBN 13: 978-1-4405-1184-4
eISBN 10: 1-4405-1432-1
eISBN 13: 978-1-4405-1432-6

Printed in the United States of America.

10 9 8 7 6 5 4 3 2 1

Library of Congress Cataloging-in-Publication Data
Kennedy, Dan S.
The ultimate marketing plan / Dan S. Kennedy. 4th ed.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-1-4405-1184-4
ISBN-10: 1-4405-1184-5
ISBN-13: 978-1-4405-1432-6 (ebk)
ISBN-10: 1-4405-1432-1 (ebk)
1. MarketingUnited States. 2. Sales promotionUnited States. 3. Direct marketingUnited States. I. Title.
HF5415.1.K37 2011
658.802dc22
2011008859

Many of the designations used by manufacturers and sellers to distinguish their product are claimed as trademarks. Where those designations appear in this book and Adams Media was aware of a trademark claim, the designations have been printed with initial capital letters.

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