This is part one of a three-part series on how to profitably translate advice from old-school marketing guru Dan Kennedy to a new online environment.
Dan Kennedy is the Sovereign of Sales Letters. (Or maybe that’s the Duke of Direct Response.) He knows exactly how to deliver a marketing message with maximum clarity and zero confusion. As he’ll readily tell you, he’s one of the world’s highest-paid copywriters. His classic book The Ultimate Marketing Plan promises low-cost ideas and high-profit results.
This book delivers on both counts, and it’s well worth the read. But it was written in 1991, and at first seems like it’s more relevant to a restaurant or dry cleaner than it is to an online marketer.