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The Ultimate Sales Letter: Attract New Customers. Boost Your Sales Paperback – February 20, 2006

53 customer reviews

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Editorial Reviews

About the Author

Dan S. Kennedy is president of Kennedy's Inner Circle, and has been writing sales letters for over twenty years for both large and small businesses. He is also a popular speaker on marketing and sales issues. His popular newsletter, The No B.S. Marketing Letter, reaches thousands of people in the U.S. and Canada while his Web site receives more than 10,000 dedicated visitors a month.

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Product Details

  • Series: Ultimate Sales Letter
  • Paperback: 240 pages
  • Publisher: Adams Media; Third Edition edition (February 20, 2006)
  • Language: English
  • ISBN-10: 1593374992
  • ISBN-13: 978-1593374990
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 15 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (53 customer reviews)
  • Amazon Best Sellers Rank: #584,001 in Books (See Top 100 in Books)

More About the Author

Dan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.

As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities. Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year.

Dan lives in Ohio and in northern Virginia, with his wife, Carla, and their Million Dollar Dog. He owns, races and drives professionally in about 100 harness races a year at Northfield Park near Cleveland, Ohio, accessible at and frequently televised on the TVG cable network.

For more information check out my blog at

Customer Reviews

Most Helpful Customer Reviews

38 of 40 people found the following review helpful By Loren Woirhaye VINE VOICE on May 26, 2008
Format: Paperback Verified Purchase
Dan Kennedy is a master of marketing and self-promotion.

This book functions to up-sell his other books and courses.

No problem there. That's the nature of his business,
which I admire.

This book isn't very long. It's printed on cheap paper.
It's a quick read.

Basically its a 20+ point outline of the elements of a
good salesletter. It won't teach you how to write copy
or how to think like a marketer - that is beyond the scope
of this book.

You could read this book and take a page or two of notes
and be done with it. In a way it's very concise and

There are a lot of more-detailed copywriting books out there.
If you are writing for competitive markets you need a lot
more education than you will find in this book.

If you are writing for local business - say soliciting clients
for a pool-service, then this would be good - because few
people have ever read a salesletter about a pool service
and they'll be impressed that you cared enough to write one.

It's basic stuff. Not a bad reference if you already know
how to write copy and want something to carry in your laptop
case though.
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30 of 37 people found the following review helpful By B. Matthews on July 1, 2006
Format: Paperback Verified Purchase
I was extremely disappointed in Dan's book. Really, it was pages and pages of reference to his website, where, in the book, he tells you that you can go to find valuable information. When you go to the site, you find that the "valuable" information is just that--valuable (highly priced). This book is nothing more than a sales pitch. Its amazing that someone can sell a book that is really just a sales pitch for high priced seminars and pricey information.
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10 of 11 people found the following review helpful By Pamela K. Gitta on May 10, 2006
Format: Paperback Verified Purchase
Dan Kennedy is a popular copywriter and high-profile internet presence. His trademark "No B.S." style is not for the fainthearted, but for those who like their truths plain, and plainly told, he's an excellent source of advice.

The Ultimate Sales Letter is designed to teach business owners how to write their own letters, and it's amply illustrated with samples of Kennedy's work, both real and manufactured. The letter he creates to show you how to provide the "internal repetition" your message needs-without putting your client to sleep-is particularly helpful.

Kennedy never forgets his audience, and takes us step-by-step, with short, snappy chapters, from getting the initial idea to sending off the final draft to the printer. It's a fast read, but packed with information.

His first step is first for a reason, I think. He says that before you do anything else, you must know your customer. He offers 10 questions you can ask yourself that will bring you closer to that knowledge, then smoothly segues into knowing your offer (where he gives a memorable example of "finding the hidden benefit" and what such benefits can do for your message).

Later, he tells the story of an older salesman whose first boss gave him a notebook of 299 sales techniques. He quickly whittled them down to the "three or four that worked," and Kennedy tells us what those few are-and why they work. This new edition also offers a bonus chapter by the late, much-missed Cory Rudl, who explains why no square inch of your website is too small to ignore--not even the "Online Ordering" button.

The Ultimate Sales Letter is particularly strong in its examples, and its approachability. Kennedy never talks down to his reader. More than once, I felt as if I were hearing him tell me his secrets over a glass of (I'm guessing) bourbon. Maybe scotch. And when he got to the part about the "Three Ways to Transcend Pricing Questions," I grabbed a napkin and started taking notes.
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5 of 5 people found the following review helpful By A. Ghose on April 5, 2006
Format: Paperback
This book is well-written. It is easy to read and keeps your interest in general, although it is sometimes a little repetitious and slow. I guess the author repeats the point to make sure you get it.

Some of the author's ideas are new and thought-provoking, but you have to wade through some material which sounds like every other book on this topic, as well. In any case, if you are patient you will take away some neat new ideas that you will find yourself using and referring to.

I like the examples and anecdotes he/she uses to illustrate his/her points - they are really interesting and I have found myself using the examples and referring to them in everyday conversations with people, which is great. I only wish that there were some more examples because it is not always easy to see the point when no example is offered.
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9 of 11 people found the following review helpful By Monty Rainey VINE VOICE on April 6, 2007
Format: Paperback Verified Purchase
DO NOT attempt to write a sales letter without first reading THE ULTIMATE SALES LETTER by Dan Kennedy. Sure, I know, you're a good writer and you can probably construct a pretty good letter on your own. But along the way, you're bound to make a few mistakes that could have been easily avoided. Or, your letter wont be nearly as good, or effective, as it could have been. You might be able to survive quarterbacking an NFL game on your own, but if John Elway or Joe Montana were on the sidelines offering up advice, wouldn't you take it?

Highly successful sales letter copywriter, Dan Kennedy, reveals in concise detail, the twenty-eight steps he uses to construct sales letters. Beyond that, there is a section describing the effective uses of sales letters, a section on sequencing, and a final section on electronic sales letters. Even if you are commercial writer who may not be doing much in the way of sales letters, you will still learn valuable and applicable techniques.

The book is laden with excellent samples for your swipe files. And, like a good sales letter, also has some hidden bonuses if you act now! Sorry, I had to throw that in. When you do read this book, make sure you have a sharp number 2 and a highlighter handy. I guarantee you will use them. A lot.

Excellent book. A "must have" for the sales letter writer.
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