The Ultimate Marketing Plan: Find Your Hook. Communicate by Dan S. Kennedy

By Dan S. Kennedy

More than five million companies have profited from this special step by step advertising procedure. The final advertising Plan, third Edition indicates you the way to place jointly the main promotable message attainable for any services or products. full of sensible, no-nonsense rules that assist you place your product, construct buzz and earn money, this up to date variation contains improved assurance on net marketing.

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What does the condition of the homes and yards tell you? What kinds of cars predominate? If compacts and sporty cars, young marrieds. If big, bulky sedans and luxury cars, middle-aged. If you see BMWs and the like, upscale professionals. Do you see a lot of tricycles and skateboards, a lot of basketball backboards on the garages? You may very well be able to choose preferable neighborhoods or Zip Code areas this way. You may also discover things that will cause you to modify your themes, ad copy, and offers.

One of the most interesting failure phenomena in advertising is the development of an idea, character, or presentation that is tremendously memorable in itself yet fails to sell the products it represents. Everybody knows about the funny pink bunny with the drum in the battery commercials—but do you know the brand of battery he represents? Surveys show more than half of consumers name the company’s competitor! And in a period of five years, while showing off the bunny every way imaginable, that company’s market share declined rather than improved.

Chiropractors cannot afford to assume that the public is instantly, automatically interested in this. 25 … The Ultimate Marketing Plan … ULTIMATE MARKETING SECRET WEAPON #3 Carefully and Thoroughly Eliminate All Assumptions Step 2, then, taken only after Step 1, is to present chiropractic care as a viable, effective, accepted, credible, safe, gentle, nonsurgical, nondrug alternative treatment for various problems and ailments. Step 3, taken only after Steps 1 and 2, is the individual chiropractor presenting his USPempowered marketing message and offer.

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