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The Ultimate Marketing Plan - Target Your Audience! Get Out Your Message! Build Your Brand! - Dan S Kennedy - [N27]

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 							The Ultimate Marketing Plan: Target Your Audience!
Get Out Your Message! Build Your Brand! by Dan S. Kennedy
  English | EPUB | ISBN-10: 1440511845 | ISBN-13: 978-1440511844
  24 June 2011 | Adams Media Corporation; 4th Revised edition
  
  Business, Strategy &
Management
  CONTENTS
  Preface
   
  Notes & Acknowledgments
   
  ULTIMATE MARKETING
PLAN SUCCESS FACTOR #1:
  Right Message
   
  ULTIMATE MARKETING PLAN SUCCESS FACTOR #2:
 
Presentation
   
  ULTIMATE MARKETING PLAN SUCCESS FACTOR #3:
  Targets
   
  ULTIMATE
MARKETING PLAN SUCCESS FACTOR #4:
  Proof
   
  ULTIMATE MARKETING PLAN SUCCESS FACTOR #5:
 
Perception
   
  ULTIMATE MARKETING PLAN SUCCESS FACTOR #6:
  Heat
   
  ULTIMATE MARKETING
PLAN SUCCESS FACTOR #7:
  Action
   
  ULTIMATE MARKETING PLAN SUCCESS FACTOR #8:
  Equity
  

  ULTIMATE MARKETING PLAN SUCCESS FACTOR #9:
  Customer Multiplication
   
  ULTIMATE MARKETING
PLAN SUCCESS FACTOR #10:
  Creating Short-Term Sales Surges
   
  ULTIMATE MARKETING PLAN SUCCESS FACTOR
#11:
  Profitably Using Marketing Technologies and Online/Internet Marketing Media 
  
   
  BONUS
CHAPTERS
   
  #1: Making an Ordinary Business Unique
   
  #2: The Power of Premiumization 
 

   
  Appendix A: Ultimate Marketing Sins
   
  Appendix B: Ultimate Marketing Secret Weapons

  
  Resources from the Author
   
  Other Books by the Author
   
  
  Excerpt:
  Understanding What You’re Up Against, Winning the
Fight with All Foes When You Must, Circumventing Competition When You Can
   
  As you set out to
construct a superpowered marketing message, you have to take a thorough survey of all you are up against—everyone
else of significance who may be presenting their messages to your targeted consumer. You need to develop a message that
somehow trumps all others and places you in a category of one, for the times you do butt heads. But, later in this book,
we will also talk about the road less traveled— about circumventing all the clutter and competition and operating
in a protected selling environment of your own making.
  I’m going to suggest a little exercise to you. Stop
reading here long enough to get your Yellow Pages telephone directory—if it still exists in your area—and
open it up to the business category your present or planned business best fits in. You could also hop on the Internet,
use search engines, and visit lots and lots of competitors’ websites. Start with the first ad/first site and a
thick pad of paper. Write down each promise, feature, benefit, and statement in the first advertiser’s ad. When
you find one of these same statements in the next advertiser’s ad, just put a mark next to it, and keep
stick-counting the number of times the same basic statement appears in all the ads. If you find a new or different
statement in any of the ads, add it to your list, then stick-count the number of times it reoccurs in other
ads. 						

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