Almost Alchemy - /reading/almost-alchemy-dan-kennedy/

Reading 1 - overview

Chp. 1 - relationship with money Chp. 2 - loss prevention Chp. 3 - test and split-test Chp. 4 - folow up Chp. 5 - multiple customer value with a “ladder” or “acension pyramid”

How? bundling of goods/services, greater access to the guru, exclusivity, status in the community, status outside the community (e.g. a prestigious accredidation, partnership or affiliation).

Chp. 6 - raising prices Chp. 7 - “Place Strategy” (both geographic and virtual) Chp. 8 - Metrics = Sales Chp. 9 - Understand and manage ROAS “return on ad spend” Chp. 10 - FOUND MONEY MAP

Looks like a good framework and checklist for evaluating a business and it’s potential to increase profits.


Magnetic Marketing - /reading/magnetic-marketing-dan-kennedy/

Reading 1 - overview

chp 1. -

chp 2. - why marketing fails

chp 3. - attract instead of chase

chp 4. - do direct marketing, make sure ad spend is profitable

chp 5. - principles

chp 6. - 10 foundational rules

  1. There will always be an offer
  2. There will be a reason to respond right now
  3. You will give clear instructions
  4. There will be tracking, measurement and accountability
  5. Only no-cost brand building
  6. There will be follow up
  7. There will be strong copy
  8. It will look like mail-order advertising
  9. Results rule. Period.
  10. Be tough-minded and disciplined, make sure the business sticks to the rules 100%

chp 7. - the system / Lead Generation Magnet

chp 8. - conversion system

chp 9. - retention

chp 10. - applying the system