Dan Kennedy (1)

I'm not a sales person, but I found this book very practical. It lived up to it's name and contained no B.S. No fluff. No warm fuzzies either. Just the strait dope on how to do sales better.

On of the core principles in the book was you should be selling to people who want to buy, not just anybody. If you don't open well, you won't close. If you have to work at or "hard-sell" or try to trick the person at the end, you have done the beginning wrong.

Also there was a bunch of stuff on just how show more to communicate well.

Only draw backs are that Kennedy is a ludite when it comes to technology. But as he points out the stuff he teaches works just as well as it always has.

I'd recommend this book to any sales person. Matter of fact I'd wish a lot of the sales people I've dealt with had read it. show less

Read this book for the second time in 2016. It is an excellent overview of the principles of direct response advertising. The book does well in including a few case study chapters at the end. I would have liked to see more detailed examples showing sales letters, advertising details (e.g. costs etc) and results.

For added insight, pair this book with Kennedy's Ultimate Sales Letter book.

This book was a major disappointment. I've been reading a lot of Dan Kennedy lately, especially the No B.S. series, but this book was the worst.

First it isn't really written by Kennedy. It is a collection of essays by his students on direct marketing. But even these essays don't give you the practical meat his other books do.

Read Wealth Attraction or Sales in the series instead.