Table of Contents
Preface The End of Advertising and Marketing as You Know It xi
Who to Model Your Marketing After? xii
Crossing the Great Divide of Advertising and Marketing xiv
Down from the Top of the Success Mountain, the Ten Commandments of Direct Marketing (for Non-Direct Marketing Businesses) xviii
Book Road Map xx
Section I Foundation
Chapter 1 The Big Switch: Why Direct Marketing for Non-Direct Marketing Businesses? 3
Why Is There so Much Lousy, Unproductive, Unprofitable Advertising and Marketing Out There, Anyway? 7
Yes, Salvation Is within Reach 8
The Ten No B.S. Rules of Direct Marketing for Non-Direct Marketing Businesses (My Ten Commandments) 9
Chapter 2 An Offer They Can't Refuse 11
Rule #1: There Will Always Be an Offer or Offers 12
"Shined Shoes Save Lives," 14
Two Types of Offers 15
The Important Concept of Threshold Resistance 17
The Hybrid Approach 20
Rule #2: There Will Be a Reason to Respond Right Now 22
Chapter 3 Make Them Obey Orders 29
Rule #3: You Will Give Clear Instructions 30
The Clearer the Marching Orders, the Happier the Customer 32
The Power of Good Directions 33
Chapter 4 No Freeloaders 37
Rule #4: There Will Be Tracking, Measurement and Accountability 38
Rule #5: Only No-Cost Brand-Building 43
Why, When, and How to Do Un-Branded Advertising 46
Chapter 5 No Holes in the Bucket 53
Rule #6: There Will Be Follow-Up 54
How to Find an Extra Million Dollars in Your Business 54
What Does Follow-Up Look Like? 59
Important Reminder: Obey All the Rules 62
Chapter 6 Shouting Louder 65
Rule #7: There Will Be Strong Copy 66
The Four Chief Sales Copy Mistakes (That Smart Direct Marketers Do Not Make) 68
Chapter 7 Tux, Tails, and Top Hat or Coveralls and Work Boots? 73
Rule #8: It Will Look Like Mail-Order Advertising 74
Chapter 8 Money in the Bank 83
Rule #9: Results Rule, Period 84
It's Going to Get Weird. Embrace the Weirdness 87
Chapter 9 No Chocolate Cake for You! 99
Rule #10: You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet 100
Basic Direct-Marketing Tools List 106
Chapter 10 The Results Triangle 109
Message-Market-Media 110
Markets: How to Discriminate for Fun and Profit! 110
Message: How to Speak Magnetically to Your Chosen Market 117
Media: How to Deliver a Magnetic Message to Your Chosen Audience 120
Chapter 11 The Secret to Infinitely Higher Response: The Dale Carnegie Secret on Steroids 129
Chapter 12 Direct-Response Digital Marketing by GKIC 137
Keywords Are Critical 142
Test, Test, Test 146
Follow-Up 148
Reviews Speak Volumes 149
Make Your Websites Work, Not Just Show Up 151
Chapter 13 How to Create Business Equity and Competitive Advantage with Lists 153
Chapter 14 Why and How to Build a Sales Funnel Darcy Juarez, GKIC 157
The Why 157
The How 162
Section II Application
Chapter 15 You Can Attract Your Ideal Customers, Clients, or Patients: Why Settle for Anything Else? Ben Glass 175
If Lawyers Can Solve These Marketing Problems, Then It's Gonna Be a Piece of Cake for You in Your Business 177
Here's the Old Way Lawyers Solved the Problem of Breaking Through the Clutter 178
Magnetic Marketing Changed My Life 179
Five Secrets to Using Direct-Response Marketing to Market Your Professional Practice 180
Chapter 16 They All Laughed When I Stopped Selling My Products-Until I Became a Top Agent and Transformed My Entire Industry Craig Proctor 189
Breakthrough #1: The One Reason 192
Breakthrough #2: Replace Image Ads with USP Ads 193
Breakthrough #3: The Most Effective and Least Expensive Way to Generate Leads Is to Offer Prospects Something They Want and Make it Easy and Non-Threatening for Them to Get It 196
Breakthrough #4: Instead of Advertising What You "Have," Call Out to Your Prospects by Advertising What They "Want," 198
Breakthrough #5: People Do Not Want to Be Sold 199
Breakthrough #6: Replace Your Property (Product) Ads with My Wide-Punnel Ads that Offer Lists of Homes Your Prospects Cannot Eliminate 200
Breakthrough #7: Increase Demand by Creating Competition and Urgency 201
Breakthrough #8: Always Find Innovative Ways to Get Prospects Hunting You Rather Than You Chasing Them 202
Chapter 17 An Optometrist Who Achieved Unexpected Success with Direct-Response Marketing Nick Loise, GKIC 207
Consider a Book 212
Beyond the Traditional Business 214
Relationship Strategy 215
Chapter 18 My Pink Lawyer's Road to Success Is Paved In Pink Nick Loise, GKIC 219
Action = Results 221
Call to Action-Always! 222
Section III Resources
A Special Invitation 229
Direct Marketing Businesses to Study 231
Retail 231
Professional Practices 232
Sales Professionals 232
B2B 232
Miscellaneous 232
About the Author 233
Other Books by the Author 236
Index 239