Dan S. Kennedy

Magnetic Marketing

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Magnetic Marketing explains how to put into practice a system that has been tried and tested to attract clients rather than to chase them. effective and sustainable method for every kind of business that enables us to get in touch with our target market and the people who we aim to turn into our customers. According to Dan Kennedy, everything that we know about marketing is wrong; if we want our company to grow and prosper, we need to learn to become irresistible, just like the smell of popcorn at the cinema.

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Analysis and key concepts

01.

Without a structured marketing system, our company is destined to fail

02.

Everything we MUST NOT do when it comes to marketing

03.

The basic principle of magnetic marketing: being unique and knowing how to communicate that effectively

04.

Why it’s better to attract clients than to chase them

05.

Fully understanding what our customers want, to be able to connect them to our offer

06.

The three elements of the magnetic marketing triangle: message, market and media

07.

The rules of magnetic marketing: every message needs to end with a call to action

08.

Create a lead magnet to develop a list of people that are interested in our product

09.

To convert an interested person into a paying customer we need to set up a strategy

10.

The secret ingredient: to continue with marketing even after the client has already bought

11.

Quotes

12.

Take-home message

01. Without a structured marketing system, our company is destined to fail

Dan Kennedy is not one to mince his words when he claims that everything we think we know about how to make our companies grow and prosper is wrong.

There are still people who think that having a brilliant product is the equivalent to having a successful business; those who think that it is enough to be a great salesperson with the right mindset to have a long list of clients.

There are those who think that they can do without marketing and that they can make up advertising campaigns any old how. According to the author, every entrepreneur should have a structured system that works to attract new clients to make their business profitable and long lasting. A system that allows companies to identify exactly who their target audience is and to communicate a clear and effective message to them, moving them to carry out specific actions, without wasting time on useless activities that do not generate returns.

02. Everything we MUST NOT do when it comes to marketing

03. The basic principle of magnetic marketing: being unique and knowing how to communicate that effectively

04. Why it’s better to attract clients than to chase them

05. Fully understanding what our customers want, to be able to connect them to our offer

06. The three elements of the magnetic marketing triangle: message, market and media

07. The rules of magnetic marketing: every message needs to end with a call to action

08. Create a lead magnet to develop a list of people that are interested in our product

09. To convert an interested person into a paying customer we need to set up a strategy

10. The secret ingredient: to continue with marketing even after the client has already bought

11. Quotes

12. Take-home message

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Many useful tips to:

Help entrepreneurs, professionals, consultants and coaches who want their business to grow.
Learn the rules that enable companies to attract clients instead of chasing after them.
Understand the secrets of effective communication.

The author

Dan S. Kennedy is a marketing legend; they call him the “millionaire maker”, because he has led countless companies from zero to achieving remarkable success. His greatest passion is helping small entrepreneurs and the self-employed, who he calls the invisible heroes of the economy. An advocate of direct response marketing, Kennedy has been giving talks and workshops with other “stars” of the business world for over forty years. In addition to being a serial consultant and entrepreneur, he has written over twenty successful books on entrepreneurship and marketing.

Edition

Publishing house:

Forbes Books

Year:

2018

Pages:

200

ISBN:

978-1946633743