Hi Floatfall,

Most business owners pour money into marketing that doesn’t work. They run ads, post on social media, and hope for the best—only to be disappointed by the results.

The problem? They’re relying on vague branding tactics instead of proven strategies.

Dan Kennedy calls this the “ADHD approach to marketing”—jumping from one shiny tactic to another without a clear, measurable plan.

But there’s a better way: Direct-Response Marketing.

This approach focuses on generating real, measurable results, like leads, sales, and conversions. Here’s how you can start applying it today:

Step 1: Speak Directly to Your Audience

One of Dan’s key teachings is this: “If you’re speaking to everyone, you’re speaking to no one.” Direct-response marketing works because it’s personal.

For example:

A company selling weight loss supplements doesn’t just target “everyone who wants to lose weight.” Instead, they target busy moms who want to shed pounds quickly after having kids.

A financial advisor doesn’t market to “everyone interested in saving money.” They craft campaigns for high-income professionals nearing retirement.

Your Action Step: Write down your audience’s specific demographics, challenges, and goals.

Step 2: Use an Irresistible Call-to-Action

Every piece of marketing must tell the audience what to do next. Whether it’s “Download this guide,” “Sign up for a webinar,” or “Call now,” your call-to-action (CTA) should be clear and compelling.

Example 1:

A dental clinic offered a free teeth-whitening session for new patients. The clear CTA—“Call to schedule your free session today!”—resulted in a 200% increase in appointments.

Example 2:

A SaaS company ran ads with the CTA: “Get a 30-day free trial today.” The campaign boosted signups by 35%.

Step 3: Track and Test Everything

One of Dan’s most famous quotes is: “You can’t improve what you don’t measure.” Direct-response marketing relies on tracking every aspect of your campaign.

What’s your click-through rate?

How many leads did you generate?

What’s your cost per acquisition?

Example:

A real estate agent ran Facebook ads targeting first-time homebuyers. By testing different headlines and images, they reduced their cost per lead by 50%.

Tomorrow, we’ll dive into the art of crafting offers your customers can’t refuse.

To your success,

Kevin

Who is Dan Kennedy?

https://books.forbes.com/authors/dan-kennedy/

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