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

Name: 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
Author: Dan S. Kennedy
ISBN: 9781599185330

by Dan S. Kennedy

an item in the No B. S. Series

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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

by Dan S. Kennedy

an item in the No B. S. Series

5 (1)

Paperback

Condition

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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 tribe-- customers who believe in, promote and buy your brand.

FormatPaperback

LanguageEnglish

PublisherEntrepreneur Media Inc/Entrepreneur Press

Publication DateMar. 18th, 2014

ISBN-139781599185330

Dimensions6.00 x 9.00 x 0.59 inches

ISBN-101599185334

Shipping Weight0.81 lbs

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Reader Reviews for 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

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

Find at your local library from our friends at WorldCat	Find Libraries

Overview

Product Details

FormatPaperback

LanguageEnglish

PublisherEntrepreneur Media Inc/Entrepreneur Press

Publication DateMar. 18th, 2014

ISBN-139781599185330

Dimensions6.00 x 9.00 x 0.59 inches

ISBN-101599185334

Shipping Weight0.81 lbs

Reviews

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

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Condition	Source	Price
Used Very Good (1 available) Ships from	Ships directly from Better World Books	$5.78 USD	Add To Cart
New (202 available) Ships Separately	Ships separately from Better World Books suppliers	$15.76 USD	Add To Cart
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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

5 (1)

Paperback

See All Available Copies

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

5 (1)

Paperback

See All Available Copies

Overview

Categories

All Available Copies Find out more about shipping times from these sellers.

Reader Reviews for 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

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Overview

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Table Of Contents

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