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The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark. 3rd Edition

4.5 out of 5 stars 26 customer reviews
ISBN-13: 978-1593374969
ISBN-10: 1593374968
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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

  • Paperback: 240 pages
  • Publisher: Adams Media; 3rd edition (April 19, 2006)
  • Language: English
  • ISBN-10: 1593374968
  • ISBN-13: 978-1593374969
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 15 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #238,906 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
I am in the planning stages of a new business venture. I have never written a marketing plan before and needed some insight and advice as to what tactics work and how to write the plan itself.

This book reads like a list of useful one-liner marketing tips and examples of how the author's friends have used them. It is not a how to book on writing a marketing plan, and it does not go into much depth as far as how you might accomplish the things that he recommends.

The most annoying part of this book is that every other page contains an advertisement for you to join some 12-week commitment mailing list that the author has created. He entices you by saying that you will receive additional tips and information for 12 weeks.

HELLO!!! McFLY!!! Didn't I just buy your book so that I could learn your marketing insights? YES! So then why do you make it seem like I just paid for the teaser information, and that the good stuff is behind the curtain that requires me to become a pawn in your marketing career? My price of admission stops at the price of this book, and it should not seem like I'm only getting half of the story that I paid for!
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Format: Paperback
Author and speaker Dan Kennedy has written a basic, solid manual for marketing practitioners. He covers all the familiar fundamentals from developing a unique selling proposition (USP), to practicing target marketing, to using testimonials and celebrity endorsements. His plan is well organized, carefully thought out and based on his own extensive experience in marketing and sales. Certainly Kennedy's plan, which is made up mostly of tried-and-true marketing strategies, can help your business. However, seasoned marketing professionals looking for new tactics will require something more advanced. We suggest this book to marketers beginning their careers, small business owners conducting in-house marketing or people in other fields seeking an overview of marketing.
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If you are into marketing at all - especially online marketing - you know about Dan Kennedy. And you either love him or hate him. I actually love his approach and strategies because at the end of the day - they work. So when I read this book I was wondering how informative it would be. I probably should have read this book when I was starting my business because while it is pretty comprehensive etc. it is written primarily for the beginning marketer. So if you are starting your business - I recommend that you pick this book up and introduce yourself to Dan's philosophy and proven strategies for marketing your business. It's worth the read.
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Format: Paperback
I purchased this book last year as I was working on a marketing plan for the company I was working for. At the time I was looking for templates, step by step instructions, and clear direction on what comprises a good plan that will be presented to a board of directors or company executive committee. The book didn't help me with that at all.

I picked up the book again last week, and read it cover it to cover. I learned a lot. There are tons of marketing examples (including the somewhat intrusive albeit useful self serving promotions throughout the book)of good ad copy, good advertising ideas and marketing promotion stories throughout the book.

(By the way one of his marketing secrets is to have the guts to ask for action every time, in every presentation. He showed plenty of guts throughout the book as he promoted himself and his colleagues constantly - but he makes a great point and demonstrates it effectively).

If you're looking to learn how to write a great marketing plan, this might not be your book. But, if you have your own business, of ANY kind (especially doctors or chiropractors - he specializes in ideas for them!) then you WILL get more ideas than you can implement in a month from this book. They will be low cost and high impact ideas too!! Just the kind every business needs more of. :)
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Anyone associated with marketing should read this classic book by Kennedy. It is very thorough, and though it is not new in print, the ideas can easily be adapted to present day considerations. Copywriters will need to heed this advice to be successful.
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Format: Paperback
This book should not be used to manage your marketing campaigns but should get you thinking. It will not give you step by step answers to making your business make millions but it will explain your audience and why some methods make the difference. Remember, it's a marketing book and I am sure his intent is to make money in the process so there is advertising of other books and services. If you wrote the book it would be a good idea for you to mention your services too, so don't be so judgmental. Look for ideas and a high level understanding of the nature of selling and marketing and you will find what you are looking for from this book.
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Format: Paperback
Maybe its my rural Kansas upbringing, but I really connect with Dan Kennedy's no-nonsense writing and speaking style. I've read literally hundreds of the most important business books and I'd put Dan Kennedy's importance and influence only just behind that of Napoleon Hill's.

Read his material, attend his seminars, and for the love of everything that's holy, study his examples.
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