In fact, the book was written by several of Dan's clients and it is all a solid case study and sales letter "under one cover."
However, even in this form, the book is a must-read for all startup owners and small and medium-sized businesses who want to build a strong brand with a very limited budget.
Kennedy believes that creating a powerful brand should be a pleasant side effect of direct marketing, and not the result of high advertising costs and your efforts.
What are the specifics: his approach, “Sell to build a brand, not build a brand to sell,” puts everything in its place right away. A brand does not exist without consumers, and therefore, first of all, it is necessary to focus on the target audience, and the brand becomes something like a “by-product” / bonus in a successfully built promotion program. The brand is the measure of your conquered consumer authority. First, you work for authority, then authority - for you.
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