Article by: MaryEllen | Monday, September 11, 2017

By Dan Kennedy

With the introduction of each new form of media, it is inevitable that the pundits come out prognosticating about the impact it will have and the speed at which it will decimate all previous forms of media. It is also inevitable that the pundits of today will be as wrong as those that foretold of the demise of the radio when TV came along, or of the postal service due to email.

Now I am not saying that the new kid on the block may not turn out to be a major disrupter and have significant impact on previously existing media forms. But it is rare that an old media channel goes the way of the dodo bird.

The good news is that media, regardless of the type, is agnostic and will work for those who know how to identify which media form is best for which market. But, regardless of which media form you feel is best to reach your target audience, there are some basic truisms regarding its use.

Plan to sell from the very beginning – While in most cases you don’t want to pounce on a person like a hungry lion the minute they open your letter, email or social media post, you do want to make sure that your piece is a part of a unified and well-designed campaign. You want readers to eventually buy, so why not start with that end in mind. Work backward mapping out the steps to get the reader from your marketing piece to your cash register.

Make them act now – Give your prospects a reason or reasons to act now! Every hour of every day there are dozens if not hundreds of things vying for your attention at any given time. So you MUST have an offer that has a compelling reason for people to act NOW or odds are, you’ll probably lose them.

Give VERY clear instructions – When someone is explaining something new to me, my favorite way to ensure that they provide clear information, is to tell them to explain it to me like I am 4 years old. I’m not suggesting that you talk down to your customers and prospects, but don’t leave anything to chance.

Don’t assume your prospects will connect the dots –  Don’t worry. You will not offend someone with “CLICK the button below”. Don’t assume they’ll know what to do, or that they’ll do anything without your explicit instruction and continual guidance. And just like my 4-year-old self, it’s best to tell them again…and again…and again.

Track and measure – If you don’t track your marketing, how do you know what’s working and what’s not? As important, without tracking and measuring how you do know which campaigns to invest more into and which to abandon? You need to track every dollar you spend to make sure it’s coming back to you with friends. Social media platforms make it easy to track because analytics are built in. But it’s not that hard to track direct response. Tracking phone numbers can be used to provide accurate counts of how many people call in from an ad or mailing, and if you are a brick and mortar business, coupons are another easy and often overlooked tracking tool.

Individual results may and will vary – Be cautious of “best practices” or broad statements about what is working today. Yes, you should look at all ads and campaigns as potential ideas you can use. But realize that the “best practice” in one industry or market may be the worst for yours, so don’t just use an idea that appears to work for someone else. Make sure you understand why it needs to be tweaked for your market and how you need to tweak it. And don’t rest on your own laurels either. The Holy Grail is to develop evergreen campaigns that you can use repeatedly, but you still need to monitor your efforts and be prepared to make adjustments.


About the Author

Dan Kennedy is the author of 27 books and one of the highest paid marketing consultants and copywriters in the world. His private client list that includes the who’s who of marketing gurus, business owners and billion-dollar companies like Guthy-Renker. The marketing plans he’s devised for clients have been based on the strategies you’re about to discover in these videos. This includes clients who pay $100,000 or more for marketing campaigns and over $19,900 for a single day of consulting!