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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Dan Kennedy's book: "The Ultimate Marketing Plan: Find Your Most Promotable Competitive Edge, Turn It Into a Powerful Marketing Message and Deliver It to the Right Prospects".
This complete summary of the ideas from Dan Kennedy's book "The Ultimate Competitive Advantage" shows that the true essence of marketing is simple: getting the right message to the right people, via the right methods. In his book, the author explains how you can develop the ultimate marketing plan based on this principle, to help you to ensure that you are sending the right message that will have an impact on customers. This summary provides the tools you need to create an effective marketing plan that will optimise sales and the long-term success of your business.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "The Ultimate Marketing Plan" and discover the key to effective marketing that gets results.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 32
Veröffentlichungsjahr: 2014
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Book Presentation The Ultimate Marketing Plan by Dan Kennedy
Book Abstract
About the Author
Important Note About This Ebook
Summary of The Ultimate Marketing Plan (Dan Kennedy)
Section 1: The Ultimate Marketing Plan
Section 2: The Ultimate Marketing Secret Weapons
Section 3: The Ultimate Marketing Sins
Book Presentation The Ultimate Marketing Plan by Dan Kennedy
Book Abstract
MAIN IDEA
The essence of marketing is quite simple really. It is the process of getting the right message to the right people via the right media and methods so they make the right decision to buy the product or service you offer. Anything else is just window dressing. Marketing stands or falls on the strength of the sales generated (or lost).
With that in mind, developing the ultimate marketing plan is a structured process by which you make certain your marketing:
Crafts the right message for your particular product, service or business.Takes advantage of all the marketer’s toolbox of secret weapons.Avoids the marketer’s sins which will detract from overall effectiveness.Has a minimum of time spent planning and a maximization of time spent doing.In short, marketing is never about doing things that are aesthetically pleasing, or that win advertising industry awards. The only genuine yardstick for marketing is how well it generates sales. The world is full of interesting things competing for the attention and pocketbooks of the same consumers you hope to turn into customers. By developing and executing the ideas in your own ultimate marketing plan, you optimize the number of sales you make thereby building the long-term future of your business.
About the Author
DAN KENNEDY is president of Kennedy’s Inner Circle, a marketing firm. He has more than 20-years’ experience writing sales letters and developing marketing materials for both large and small businesses. Mr. Kennedy specializes in television infomercials and is a widely acclaimed public speaker. He is also the editor of a marketing newsletter called The No B.S. Marketing Letter.
The Web site for this book is athttp://www.dankennedy.com or www.businesstown.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of The Ultimate Marketing Plan (Dan Kennedy)
Section 1: The Ultimate Marketing Plan
Main Idea
Supporting Ideas
Plan 1: Put together the right message
A good and effective marketing message will always have at least three key elements:
A Unique Selling Proposition (U.S.P.) – which explains your positioning against all competitors and summarizes your product’s chief benefits.An answer to the one question every prospective customer will always ask – “Why should I choose your business/product/service instead of one of your competitor’s similar products or services?”An irresistible offer to take immediate action.One way you can develop your marketing message is to use a modular approach. Take some blank 3” x 5” cards and put one fact, feature, benefit, customer promise, offer component or marketing idea on each card. Once you’ve written out a number of ideas, organize them in order of most likely importance to your prospective customers. Then select the top three to five, and work out how you can incorporate those ideas into your marketing message. As you do that, also bear in mind what your direct competitors are already doing. Choose elements or components that will enable you to stand out from competitors.
“Marketing begins not with any particular media or strategy; it starts with putting together the best, most promotable message possible that truthfully represents the goods you’ve got.”
– Dan Kennedy
