‘Magnetic Marketing’ Book Review. The Origin of the Ten Commandments of Marketing.

That’s right. This book is so powerful and holds so much authority that it is best compared to the Ten Commandments. Or the constitution of the United States. In the old testament there is a phrase that goes around often and applies to this book. If you obey there will be a blessing. If you disobey, a curse. Lets dig into what I mean by that.

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If you read Magnetic Marketing by Dan Kennedy, you will receive a blessing. That blessing is measurable systems that you can optimize to generate not only a consistent amount of leads, but also increase retention rates s well as garnish the holy grail of marketing, the referral.

This book drills down the importance of a system, and how to establish them. Being a quick read, this is the type of book you want to ready at least once a year due to the quickness consume and the value it packs in such a few pages.

Here are the things most businesses and marketers are doing wrong.

1. Marketing to the wrong people.
2. Saying the wrong things.
3. Asking them to do the wrong tings
4. Thinking you can advertise anywhere and everywhere
5. No Marketing System
6. Chasing Clients
7. Thinking you have the ad budget of Coca-Cola
8. Race to the bottom in low price
9. No follow up.

It is remarkable how many times a day I notice an ad that is getting one, or many more than one of these wrong. Good marketing takes an immense amount of panning and foresight, and intricate decision making. It is a science and an art of not only garnishing much vied for attention. But to turn that attention into a desire so strong that a transaction occurs. An utterly fascinating blend between math and human psychology.

Here are the the ten Commadments of Magnetic Marketing.

1. There will always be an offer.
2. There will be a reason to respond now.
3. You will give clear instructions (how to respond).
4. There will be tracking, measuring and accountability.
5. Only no cost brand building.
6. There will be a follow up.
7. There will be strong copy.
8. It will look like mail order advertising.
9. Results rule. Period.
10. You will be a tough minded disciplinarian and put your business on a strict direct marketing diet.

Just looking at the first two items on the list, an offer to respond to and a reason to respond now. I am going through print advertisements and nearly none of the companies have an offer, or a reason to offer now. Its nearly all just good looking models using the products with no offer, no reason to respond. This is what I like to call “all show — no dough marketing” Otherwise known as branding. It is a long term impossible to measure in any significant manner.

This is a transformational type of book. It will alter your perception of marketing and business as a whole when you grasp that every business lives and dies on how well or poorly marketing is executed.

It becomes clear why 90% of business fail in the first few years, and why most of the ones survive are barley surviving without being able to grow. Marketing is the key, locked and guarded by those who observe empirical truths that appeal to human psychology and are not altered by the artistic and appealing competitors that “look better” or “represent the brand image” that are making poor investments to soothe their egotistical and vain realities. Read more on this page about marketing insights, scroll down to Marketing Insights.