The Ultimate Marketing Plan: Find Your Most Promotable Competitive Edge, Turn It into a Powerful Marketing Message, and Deliver It to the Right Pros [Paperback]

Daniel S. Kennedy (Author)

Product Details

• Paperback: 192 pages
• Publisher: Adams Media Corp (May 1991)
• Language: English
• ISBN-10: 1558500170
• ISBN-13: 978-1558500174
• Product Dimensions: 9.1 x 6 x 0.7 inches
• Shipping Weight: 12 ounces
• Average Customer Review: 4.3 out of 5 stars  See all reviews (15 customer reviews)
• Amazon Best Sellers Rank: #2,645,416 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 http://www.NorthfieldPark.com and frequently televised on the TVG cable network.

For more information check out my blog at www.dankennedy.com/blog/

Customer Reviews

Most Helpful Customer Reviews

50 of 51 people found the following review helpful:

5.0 out of 5 stars 13 Steps to the Ultimate Marketing Plan., January 5, 2004

By 

Harinath Thummalapalli (Austin, TX United States) - See all my reviews
(REAL NAME)   

This review is from: The Ultimate Marketing Plan: Find Your Most Promotable Competitive Edge, Turn It Into a Powerful Marketing Message, and Deliver It to the Right Pro (Paperback)

There are hundreds of books devoted to explaining the secrets and techniques of Marketing to the novice. What is unique about this book is the common sense explanation to everything that is recommended in the book. If you are new to the world of Marketing, this becomes very important since you can judge for yourself how to implement your Ultimate Marketing Plan.

The message that will stay in my mind for a long time is the one on the cover of this book "Find your most promotable competitive edge, turn it into a powerful marketing message, and deliver it to the right prospects". I wish the book had been split into those sections - finding the strengths in you that you can market, coming up with the right message, and how to find and deliver to the right people. But the 13 step approach the book takes is still great.

Just for the record, the 13 steps in this book and their chapter headings are - Putting Together the Right Message, Presenting Your Message, Picking the Right Targets, Proving Your Case, Putting Your Best Foot Forward, Getting Free Advertising, Malibuism - Becoming Hot, "Poor Boy" Marketing Strategies, Maximizing Total Customer Value, Fueling Word-of-Mouth Advertising, Creating Short-Term Sales Surges, New Marketing Technologies, Hiring and Firing the Experts.

The first step (chapter) 'Putting Together the Right Message' really got my attention as I started reading about the concept of USP (Unique Selling Proposition) which is nothing but the edge you have over your competition and the reason your clients would buy from you. The author starts out by explaining the power of a great USP and an example USP - "Fresh, hot pizza delivered in 30 minutes or less, guaranteed" (Domino's). He follows it up with different ways to boost the USP power - with an irrestible offer, "Marketing by Values", etc.

Throughout the book, the author throws in 17 Ultimate Secret Weapons and 5 Ultimate Marketing Sins. I plan on memorizing these and refer to the book when I am working on any type of marketing effort. The book is worth buying just for these 22 tips.

I found two sections in the book the most memorable - one on testimonials and the other on hiring experts. I have always recognized the importance of getting testimonials but never really done it due to one good reason or another. After reading the author's comments, I will never make this mistake again and not let any reason come in my way of seeking testimonials from all my clients. Regarding the author's commentary on hiring experts, it really impressed me because I have seen several people make this mistake time and again. It brought relief to see someone explain this concept of how to work with experts much better than I have ever been able to explain to my friends and colleagues.

Overall, this is a great book on the practice and creation of your Ultimate Marketing Plan. The few bucks you spend on this book pale in comparison to the hours you save by avoiding the obvious mistakes. Do get this book if you own a small business as it is essential for the success of your business. Don't trust this critical aspect of your business to someone else, take control! I wish you the best of luck and I hope you benefit from this book.

38 of 40 people found the following review helpful:

5.0 out of 5 stars Worth every penny, May 22, 2000

By 

Michael Mendenhall "september17th" (Monterey, CA United States) - See all my reviews
(REAL NAME)   

This review is from: The Ultimate Marketing Plan: Find Your Most Promotable Competitive Edge, Turn It into a Powerful Marketing Message, and Deliver It to the Right Pros (Paperback)

One of the most important things about a book is how useful is it. Will you read it again? Do you underline key points? Did you get back way more than what you spent on it? As it pertains to this book, all the answers are an emphatic "yes."

If you're just starting out in business or if you have a small business, and you need good marketing ideas, by all means, buy this book. There are numerous real life stories that the author shares which give a different impression than the standard "academic" approach many take. The key is this: does the author practice what he preaches? In this case, he does. All of the advice is taken directly from his personal experiences or from his clients. They are more useful and certainly more believable than some dry statistic or theory.

I give this book 5 stars for its original content. The price is a bargain. I also give it high ratings for its return on investment. You should be able to reap many times over what this book costs. If you don't, read it again until you find something you can use. There's a lot of gold nuggets in there.

16 of 16 people found the following review helpful:

5.0 out of 5 stars Short and useful, December 21, 1998

By A Customer

This review is from: The Ultimate Marketing Plan: Find Your Most Promotable Competitive Edge, Turn It into a Powerful Marketing Message, and Deliver It to the Right Pros (Paperback)

Full of practical advise. Short and to the point. Fun to read. Intelligent. If you run a business, any one of dozen of ideas will pay for the book, and your time to read it, one hundred-fold. Workbook/checklist in the appendix.