No B.S. Guide to Brand-Building by Direct Response: The Ultimate No Holds Barred Plan to Creating and Profiting from a Powerful Brand Without Buying It

by Dan S. Kennedy, Forrest Walden (With), Jim Cavale (With)

Overview

Millionaire maker Dan S. Kennedy, joined by successful franchisors Forrest Walden and Jim Cavale, debunk the branding lies and myths shared by small business owners and entrepreneurs and deliver a heavy dose of reality.
YOUR BRAND SHOULD BE A HAPPY, FREE BY-PRODUCT OF DIRECT MARKETING. NOT PURCHASED OUTRIGHT.

Kennedy and his co-authors don’t offer a strategy for creating a company logo, writing a slogan or issuing a press release. You won’t learn how to follow in the footsteps of big brand advertisers (and thus, brand-build your business into bankruptcy). This book isn’t about buying brand power. It’s about getting a highly valuable brand, FREE. Led by Kennedy and contributors, learn the principles behind power-house brands that didn’t pour oceans of money into the branding of their business. Then, master these truths for yourself, put them into practice, and gain your own brand and customers who believe in, promote and buy your brand.

Product Details

ISBN-13:	9781599185330
Publisher:	Entrepreneur Press
Publication date:	03/18/2014
Series:	No B.S.
Pages:	262
Sales rank:	554,544
Product dimensions:	6.00(w) x 8.90(h) x 0.80(d)

About the Author

Dan S. Kennedy is a strategic advisor, consultant, business coach and editor of six business newsletters, he directly influences more than one million business owners annually. He is a champion of small business owners and entrepreneurs with a long track record of taking entrepreneurs to seven-figure incomes and multi-millionaire wealth.

Forrest Walden and Jim Cavale are the entrepreneurs leading Iron Tribe Fitness, the fastest growing, group personal training, brick-and-mortar fitness franchise in North America. Their business model is unique and their members’ success is extraordinary. They are also the authors of Iron Tribe.

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