Table of Contents
Preface
How this Book Will Transform Your Thinking about Your Business and Your Brand Dave Dee ix
A Practical Footing x
How to Think about This and How NOT to Think about This xii
For Money Now, Focus on the Best, Most Obtainable Customer, Not the Idealized Brand xiii
Target Market Thinking xiv
I Know, You'd RATHER Think about Your Brand xiv
How I Raised Myself to Success by Thinking about Customers, Not about Brand xvi
By the End of this Book… xvii
Chapter 1 The Golden Opportunity and the Harsh Reality of Owning a Brand Dan S. Kennedy 1
A Brand Atheist. A Brand Believer 5
This Gets to the Question: What, Exactly, Is a Brand? 8
How Are You to Learn AND IMPLEMENT Brand-Building by Direct Response? 17
Chapter 2 They Digest Your Marketing Before You Have a Brand Jim Cavale 19
Customers, Sales, Revenues, and Profits First 22
Chapter 3 How I Discovered Direct Response Forrest Walden 25
I Answer an "Odd" Ad and I'm Shown the Different Road 26
The Second Bite of the Apple 32
Chapter 4 We Build the Brand-By Selling Forrest Walden 35
Chapter 5 Criticism Will Come; Thick Skin Is Required Forrest Walden 45
Chapter 6 Adventures with Ad Agencies Jim Cavale 49
Chapter 7 Our Winning Formula: Get Clients with Direct Response, Keep Clients Engaged, Proud, and Evangelistic with Brand Jim Cavale 55
Don't Sell to Customers-Totally Involve Customers 65
Chapter 8 Skating on Thin Ice: Advancing Brand, from Back End to Front End Jim Cavale 69
A Different Kind of Lead Generation 75
Chapter 9 A Powerful Brand Needs the Power to Implement Jim Cavale 79
Chapter 10 Faster Than They Can Copy Jim Cavale 87
Let's Give 'Em Something To Talk About 88
Chapter 11 Brand-Building Powered by Unique Selling Proposition and Dynamic Core Story: GKIC Case Study Examples Dave Dee 91
Example 1 Shaun Buck, The Newsletter Pro 92
Example 2 Sandro Piancone, The Mexpert 94
Example 3 Al Watson, Fanfares Catering 96
Chapter 12 A Brand without Marketing Is a Tree Falling in a Distant, Unpopulated Forest Steve Adams 101
Marketing By Numbers 107
New Client Acquisition 108
That Was Then, This Is Now 109
There's Gold in the List 109
Reactivating Lost Clients 112
Changing Your Economics 114
Create Your Destiny 116
Chapter 13 Life as a Direct-Response Marketer Under the Umbrella of a Big Brand Bill Gough 123
Direct-Response Marketing and Two Major Breakthroughs 127
January 1, 2007 … Worst Day of My Life 129
Bill Gough All American Insurance Agency Referral Program 130
The Power of a Printed Monthly Newsletter 136
Author a Book 139
Free-Standing Newspaper Insert 142
Like All Marriages, There's Give 'n Take and Tension 142
Chapter 14 How to Meld Mass Media and Direct Media Nick Nanton J.W. Dicks 147
Successful Use of MEDIA 149
Successful Use of PR 151
Successful Use of MARKETING 153
A Fully Integrated Approach 154
Melding Media 157
Chapter 15 A Demonstration of Brand vs. Brand + Direct Response Dan S. Kennedy 161
Three Ways to Fix this Ad 164
How to Accelerate Brand-Building Speed and Buy More Brand-Building Power 166
Chapter 16 Your Brand Is Your Story: How to Build Your Brand and Your Business by StorySelling™ Nick Nanton J.W. Dicks 169
Storytelling: It Never Goes Out of Style 171
This Is Your Brain on Stories: Why We're Addicted 173
Splitting the Difference 175
The Four Key Factors of StorySelling,™ 179
Chapter 17 The Mouse and the Bunny Dan s. Kennedy 183
I've Followed the Disney/Hefner Model and You Can, Too 188
Chapter 18 Building a Brand by Building Bonfires Dan S. Kennedy 191
Your Brand and Controversy: Dare You Brand-Build by Being for or Against a Mainstream Issue? 194
If You Punch Their Enemy in the Nose, You Are Their Friend 198
Making Your Brand about a Movement, Not (Just) a Business 199
Finding a Rising Tide 203
Chapter 19 The Power of Paranoia and Death by a Thousand Cuts Dan S. Kennedy 205
No One Is Ever Really Safe 207
Death by 1,000 Paper Cuts 212
Forgetting What "Brung" You to the Party 213
Chapter 20 Building a PERSONAL Brand Dan S. Kennedy 217
Synergy, Synergy, Synergy 218
Platform Power 219
Ownership and Control 220
Polarization 223
Prolific Output 224
Work 225
And What If You Have a Tired Brand? 227
Let's Not Forget: Personal Brand-Building by DIRECT RESPONSE 228
Chapter 21 The Brand No One Believed In: Exclusive Interview with Mark Victor Hansen, Co-Creator of Chicken Soup for the Soul Dan S. Kennedy 231
In Search of a System 233
Beyond the Original, Core Business to the Even Bigger Opportunity 239
How to Think Bigger than the Other Guy 241
The "Secret" of Chicken Soup for the Soul's Appeal 243
Afterword
Lost in Space Dan S. Kennedy 245
About the Authors 251
Other Books Dan Kennedy, Published by Entrepreneur Press 254
Index 255
Free Offer from Dan Kennedy 261
Offer from Iron Tribe Fitness 262