What You Can Really Learn From Dan Kennedy

Copyright (c) 2011 Ken Hoffman

No question about it, marketing guru Dan Kennedy is very successful. I've followed him for the last 15 years. Subscribed to his newsletter for a few years back when it was filled with great content. This was years before Bill Glazer took over his newsletter. I even went to a few of his seminars back when he was the primary speaker. Love him or hate him he's a great marketer. But most people only see the surface. They read his books or go to his seminars and think, "this is good stuff." It's my goal here to uncover some of Kennedy's dirty little secrets.

*** 7 THINGS SMART MARKETERS CAN LEARN FROM DAN KENNEDY***

EVERYTHING he says or does is designed in some small way (or big way) to promote himself. Everything. Every story, every example made, and every topic chosen for discussion. Even if you think it is merely content, it's really disguised selling.

Success by association. Kennedy finds already successful people, and then attaches himself to them. For example, speaking with Peter Lowe for many years, he was the underdog (last spot of the program, most people were leaving because he was the "unknown" on the program) He makes a common thing like direct marketing into his own secret proprietary strategies, by coining terms like "Kennedy style marketing." Even though there are many others doing direct marketing in the same manner. By adding his name directly with a certain type of marketing he makes something common unique to him alone.

Study his promotional emails and maybe subscribe to his paid newsletter for several months. But not for the marketing info, rather to study his subtle ways of selling covertly. Warning: Be careful because it's really insidious. It's easy to get sucked in and buy a bunch of stuff.

It's easier to be successful when you push the boundaries of ethics. I remember a seminar he did about 10 years ago on information marketing where he actually said, "if you don't have any regulatory agencies looking at your stuff, it's probably not any good". Perhaps it was partly said tongue and cheek, but part of it was speaking his truthful views. This is probably the biggest complaint of his detractors: His used car salesman persona.

You don't have to propagate a used car salesman persona to successfully use the power of direct marketing to grow your business. Contrary to what Kennedy says about using ugly looking marketing pieces. There are plenty of examples of well designed, professional, and nice looking marketing that works incredibly well. This is just an example of Kennedy taking one thing in isolation out of context to build the case for his argument that it's "Kennedy style marketing" that makes it work well.

Much of his success is based on the herd concept. He doesn't have customers. He has members. He has a well-known persona: professor of harsh reality, guarded of his time, into complete business autonomy, and bigger than life marketing guru. He integrates this in EVERYTHING he does. Every product, article, interview, and in his newsletter. It is this "personality" that gets people hooked in. Without it he would just be another good marketing consultant. Kind of the difference between Tony Robbins and any other great NLP trainer. Or between Dr. Phil and any other competent psychologist.

The over-hyped, emotional copywriting of the past decade is starting to lose appeal for many prospects. Yes, it is still working. In some markets better than others. However, many people are skeptical and getting sick and tired of being misled. Of being promised this amazing magic bullet, and then not getting it. Also, the really hyped stuff gets completely ignored because of all the clutter. Especially online. And by hyped I mean visually, not just verbally. Kennedy copy appeals to HIS market's greed. Emotional copy always works well. But the over-the-top emotional hyped copy does not work in every market.

People make the mistake that because he is successful, that approach will work in every market. And that's even part of his mantra. He preempts this objection by stating, "Everybody says, my business is different. But it's not." Both statements are generalizations. There are some situations where everybody's business is the same, and other situations where everybody's business IS different.

The sad thing is he does have the right to his reputation. He has helped a lot of people make more money. But that doesn't make him less of a charlatan with the tactics he employs. (Interestingly he even recommends a book by the same title) In fact his followers act very much like a cult. He utilizes every trick in the book of manipulation, mind power, and door-to-door salesmen. He preys on your biggest fears and desires. In fact he's proud of that. He gets away with a lot of stuff because his industry is pretty much non-regulated, except for the FTC when making claims and in using testimonials. But when he's doing it, shrouded by the cloak of his membership he doesn't get nailed the way some infomercial companies have who've been more brazen and open about it.

There is a way to be honest and ethical with your marketing. And still be able to make lots of sales. It's called providing real value. Demonstrating that value. Pushing the free line as Eben Pagan says. You want to get inside your prospects head and truly connect with their fears and desires. But without exploiting there fears and desires. And doing it in a way that always serves the prospects best interests.

Don't get me wrong. Much of what he says is great. But not everything that comes out of his mouth is in your best interest. Much of what he says is just designed to sell his next seminar or course. Everything he says is ultimately tainted because it is skewed by his own self-interests. Buyers beware. You can learn a ton from him without spending a ton of money. With the advent of social media the word is out. Social media is going to hurt Dan Kennedy in the long run. But I guess his herd is big enough now that it won't matter. He's impenetrable. But, I'm hoping this article will help keep some people from joining the stampede.


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Ken Hoffman is a strategic business advisor and direct response copywriter. He is the author of "Scientific Advertising For The New Economy." Download his free report, "17 Website Conversion Strategies To Boost Your Bottom Line." Download it now from http://www.goodmarketingforbadtimes.com/ezine.html