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Great Marketing Foundation        Rating:

This book isn't a marketing tell all by any means but it does lay a nice foundation to build on. The book explains each facet of marketing to a particular audience. Beginning with research and finishing with a finely crafted message written to appeal to a specific market, Dan Kennedy's book gives advice every marketer should know though not necessarily ALL they should know.

More Quality From DSK        Rating:

This book is in my opinion, an absolute must for anyone interested in pursuing marketing as a career, or for any business owner who is unsure of how to market their business.

Covering topics such as using the right media and message to reach the right market and how to develop a USP, there are more than 200 pages of priceless information here.

There are of course the occasional mentions of Dan's events and vouchers that you can use to get free trials of his material and some would view this as inappropriate. I see this as just who Dan is, a marketing expert, right down to using his book to do this.

A great read and a snip at the price it is listed at.

Simon Thurston

Few Books Are As Useful        Rating:

I hate lending this book out. I'm always referencing back to it, snatching ideas.

As I've said in other reviews, I am biased to Dan's stuff. But this book really makes a case for that bias. It is packed with thick, juicy meat for any business owner. The marketing plan guide at the end is among the best I've read, and easiest to implement. If you understand and implement just a few ideas Dan tosses at you... you're business is going to explode.

Sure, the title sucks. As I recall, he didn't even want to name it this way. The publisher was just unwilling to accept the original (which I can't recall). But don't it turn you away.

He touches on EVERYTHING in this book that creates a marketing image, persona, and approach. From your customer service, to your product, to your media and message.

I've paid more money for books that have helped me less.

Bad Title for a Great Book        Rating:

I purchased this book last year as I was working on a marketing plan for the company I was working for. At the time I was looking for templates, step by step instructions, and clear direction on what comprises a good plan that will be presented to a board of directors or company executive committee. The book didn't help me with that at all.

I picked up the book again last week, and read it cover it to cover. I learned a lot. There are tons of marketing examples (including the somewhat intrusive albeit useful self serving promotions throughout the book)of good ad copy, good advertising ideas and marketing promotion stories throughout the book.

(By the way one of his marketing secrets is to have the guts to ask for action every time, in every presentation. He showed plenty of guts throughout the book as he promoted himself and his colleagues constantly - but he makes a great point and demonstrates it effectively).

If you're looking to learn how to write a great marketing plan, this might not be your book. But, if you have your own business, of ANY kind (especially doctors or chiropractors - he specializes in ideas for them!) then you WILL get more ideas than you can implement in a month from this book. They will be low cost and high impact ideas too!! Just the kind every business needs more of. :)

Get your marketing plan right the first time        Rating:

Marketing is one of the most costly aspects of any business so it only makes perfect sense to be on top of it as much of it as possible. This book is a great read for those who need to freshen up for a new marketing plan or for the person who is just getting into business. A word of warning Dan likes to be straight forward so if you like sugar coating and fluff this book may not be for you. There are also recommendations for his other products or services in this book, and that only makes sense because it is a book on marketing (hope you learned a lesson there).
Read the books takes as many notes as you can and build an effective marketing plan, it will only cost you a ton of money if you do not.

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