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1: Not much detail
Dan Kennedy is a master of marketing and self-promotion.
This book functions to up-sell his other books and courses.
No problem there. That's the nature of his business,
which I admire.
This book isn't very long. It's printed on cheap paper.
It's a quick read.
Basically its a 20+ point outline of the elements of a
good salesletter. It won't teach you how to write copy
or how to think like a marketer - that is beyond the scope
of this book.
You could read this book and take a page or two of notes
and be done with it. In a way it's very concise and
fluff-free.
There are a lot of more-detailed copywriting books out there.
If you are writing for competitive markets you need a lot
more education than you will find in this book.
If you are writing for local business - say soliciting clients
for a pool-service, then this would be good - because few
people have ever read a salesletter about a pool service
and they'll be impressed that you cared enough to write one.
It's basic stuff. Not a bad reference if you already know
how to write copy and want something to carry in your laptop
case though.
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2: How to have your sales letters actually make the sale.
On first reading you may say to yourself, is this really the "Ultimate" guide to writing a sales letter? That is what I thought at first. Upon rereading it however you realize that there is a great deal more to the book then you though.
Dan Kennedy is a leading expert on direct response and copywriting. One of the best things about Mr. Kennedy and the book is that he is very focused on making your sales materials and your marketing in general measurable and accountable.
If it doesn't get results then it is a waste of time and money.
The Ultimate Sales Letter is not a theoretical treatise. If you are looking for things you can do and steps you can take then this book is a great place to start. If you need to understand "Why" things work then you may get a little frustrated.
If on the other hand you just want things to work, and you can figure out the why later, then you will be at ease.
It comes downs to you deciding to focus on simple things that maximize your effectiveness. Kennedy spends a fair amount of time talking about the need to make sure your mail actually gets to its intended recipient and gets opened.
Key Takeaway: Your sales letter is your sales pitch transcribed on paper.
If you cannot make the pitch, you cannot make the sale.
Cheers!
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3: Copywriter master
Fight The Good Fight Dan Kennedy is the master copywriter. If you want to learn marketing this man is the guru of guru's teaching powerful techniques to market product.
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4: Dan Kennedy is the man
I've been a fan of Mr. Kennedy for quite a while but have never had the opportunity to purchase anything from him because most of his products were too expensive.
But this book is AWESOME! So is the Ultimate Marketing Plan book he has too.
I highly recommend this book to anyone doing Website Copy or any other type of Direct Marketing.
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5: Thought it would be more....
I wanted to find a book that had some really great letter examples. Something easy to use and reference for any situation.
This book was more of a how to write the letters and more of an English lesson.
If that is what you want this will be great.
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