Dan Kennedy's Magnetic Marketing Podcast

You are probably mailing to the wrong people. Dan Kennedy says the quickest way to go broke with direct mail is to mail your entire list. In this podcast, he sits down with Craig Simpson, who has mailed hundreds of millions of sales letters and sold hundreds of millions of dollars through the mail.
They cover how to choose lists that actually respond, which mail formats beat everything else, and how to track results so you know which lists are worth mailing again. Dan Kennedy also explains why the businesses making real money with direct mail are the ones willing to lose money on every new customer they bring in the door.
If your direct mail is not working, the problem might not be the mail. It might be the list, the offer, or the person answering the phone.
MagneticMarketing.com
NoBSLetter.com

You think you have a business. Dan Kennedy says you have a personality dependent job. In this episode Dan Kennedy sits down with Mike Crow, who built a million-dollar home inspection company and a coaching business at the same time. Mike's staff quit while his wife was in the hospital, and he discovered he was running everything on personality, not systems.
Dan Kennedy and Mike Crow break down what it takes to run multiple businesses without losing your mind. They cover the plate spinner metaphor, why most business owners hire the wrong people, and how to build systems that let you step away without everything falling apart.
If your business falls apart the moment you step away, you do not have a business. You have a job. This episode is how to build the second one without destroying the first.
MagneticMarketing.com
NoBSLetter.com

If you sell to other businesses, this call will change how you think about your marketing. Dan Kennedy sits down with Robin Robbins, who built a multi-million-dollar business selling marketing services to IT firms, to show that the same direct response principles work in B2B as in consumer marketing.
What you will hear:
How B2B marketing follows the same direct response principles as consumer marketing, not a different playbook

How to sell to committees and purchasing agents instead of individual buyers

How to get past gatekeepers and reach the actual decision maker

How to secure corporate sponsorships from large companies like Microsoft and Intel

How to build authority and celebrity status in a B2B niche

How to use direct mail and email follow-up in B2B sales

Robin shares how she built her business from scratch by approaching associations and offering value through hardcore selling and relationship building. She and Dan Kennedy discuss why the same direct response principles apply whether you sell to businesses or consumers, how to drive purchase decisions from the top down, and how to avoid letting gatekeepers block your path to the buyer.
This is a practical guide for any business owner who sells to other businesses and has wondered whether their marketing needs to change when the buyer is a company.
MagneticMarketing.com
NoBSLetter.com

Dan Kennedy and Bill Glazer break down the marketing behind Dr. John Brinkley, a 1920s doctor who sold goat gland transplants to hundreds of men and became the wealthiest doctor of his time. The cure was preposterous. The marketing was methodical.
Dan Kennedy walks through the principles that made Brinkley's marketing work: building authority through media, pioneering radio as a direct response tool, escalating follow-up sequences from persuasion to intimidation, and using personal promotion over institutional promotion. The core lesson: if someone can sell the obviously preposterous to great numbers, applying those same methods to something honest and worthy produces even better results.
Listeners also hear about borrowing marketing ideas from outside your industry, why the people making the most money in any field are immersed in the marketing rather than the doing, and how being willing to offend some people makes you magnetic to others.
MagneticMarketing.com
NoBSLetter.com

Your customers have the attention span of a goldfish. Nine seconds. That is how long you have before your marketing gets ignored. Dan Kennedy and Sally Hogshead spend this episode on the seven triggers that make any message impossible to ignore, and why most businesses are using the wrong one.
Sally is the author of Fascinate and explains why the trigger you choose matters more than the product you sell. She and Dan Kennedy break down why you remember one person at a cocktail party but forget everyone else, why some companies earn more loyalty during a recession while everyone else competes on price, and why the trigger you are most comfortable with might be the one costing you prospects.
The same reason you remember that one person is the reason your prospects remember your competitor and forget you. This episode is how to make sure they remember you instead.
MagneticMarketing.com
NoBSLetter.com