Understand that if you put out a message that fails to elicit satisfactory response, it is evidence either of wrong target reached, wrong media used, or most often, offering something that people do not find so irresistible and compelling they will throw all caution to the wind and respond.
Because whenever the offer is irresistible and on target with its audience, people DO cast aside caution, procrastination and logic, and respond. Dan S. Kennedy
On 1st Jan 2020, D borrows $1000 from C for one year. (So, D must repay C $1000 on 1st Jan 2021.) Suppose that apples are the only good that is produced and consumed, and that on 1st Jan 2020, the price of each apple is $1. Then D has borrowed the equivalent of 1000 apples from C. […]
Precision Target Marketing Message to Market Match Peer Proof Celebrity (make yourself one or rent one) Invest More in Better Direct-Mail to Fewer Prospects (spend more on selection or lead generation so you can spend more on the impact of what you send) Dan S. Kennedy
International Man: Let’s start with the basics. What exactly are negative interest rates? Could they exist in a free market without state intervention? Doug Casey: Right now, over $17 trillion of bonds, and a lot of bank accounts—especially in Europe—are offering negative interest rates. It’s something that can only exist in Bizarro World, something that’s […]
If you do multi-step campaigns – as you always should – and stick to some variation of the dunning model, so Letter #2 clearly refers to and acknowledge Letter #1, and #3 acknowledges #2, you obviously have to come up with ideas for those subsequent pieces. Justification for sending them. A common theme for #2 […]
Economics can serve historians and journalists as a guide to what further facts to look for in the explanation of economic events.
For example, whenever shortages exist, it tells them to look for government controls limiting the rise in prices; whenever unemployment exists, it tells them to look for government interference limiting the fall in money wage rates; and whenever a depression exists, it tells them to look for a preceeding expansion of money and credit. —– […]
“The media wants overnight successes (so they have someone to tear down). Ignore them. Ignore the early adopter critics that never have enough to play with. Ignore your investors that want proven tactics and predictable instant results. Listen instead to your real customers, to your vision and make something for the long haul. Because that’s how long it’s going to take, guys.” Seth Godin
How can I get past the Gatekeepers? I refuse to answer this – because it is the wrong question.
It suggests both artifice and difficulty; I’m opposed to both. Instead, the superior question is: How can I get decision-makers seeking me out as an expert with important knowledge, solutions or opportunities for them? Dan S. Kennedy