Magnetic Marketing – 9 Great Ideas, Not so Great Packaging (Dan Kennedy)

9 Practical Ideas to apply in your Blog/Channel/Content from the book Magnetic Marketing by Dan Kennedy.

Table of Contents

Animated Summary (Only 5 Ideas)

Book Table of Contents

Introduction

Opening Credits (00:00:25)
Introduction (00:11:45)

Foundations of Magnetic Marketing
Chapter 1: What If Everything You’ve Ever Been Told About Business Was Wrong? (00:21:46)
Chapter 2: Why Marketing Fails (00:24:04)
Chapter 3: What Happens When You Attract Instead of Chase? (00:12:03)
Chapter 4: What This Actually Looks Like? (00:32:19)

Principles of Magnetic Marketing

Principles of Magnetic Marketing
Chapter 5: The Magnetic Marketing Triangle (00:34:43)
Chapter 6: The 10 Foundational Rules (00:23:26)

Building Your Magnetic Marketing System

Building your Magnetic Marketing System
Chapter 7: Your Magnetic Attraction System (00:14:28)
Chapter 8: Your Magnetic Conversion System (00:17:40)
Chapter 9: Your Magnetic Retention System (00:18:30)
Chapter 10: Applying The Magnetic Marketing Systems (00:18:27)

Conclusion

About The Author (00:02:04)
Special Offer From Forbes Books (00:00:43)
End Credits (00:00:39)

Book Attributes

Author - Dan Kennedy

Here are 3 of Dan Kennedy’s achievements
– Early mentor of Russell Brunson – The founder of the 9 digit SAS company ClickFunnels
– The author of 32 books some of which were #1 bestselling on amazon, mentioned in Inc top 100 books and Forbes, Bloomberg Business Week and Entrepreneur. (Curated from the about section in the book)
– Shared the stage with individuals such as Zig Ziglar, Brian Tracy, Tom Hopkins, Tony Robbins, Gary Halbert
Even former US president Ronald Raegan and other world leaders like Margaret Thatcher, Michael Gorbachev
among many others.

Length

Physical/Audio – 200 pages/3h 53m

9 Practical Magnetic Marketing Ideas for Your Content

1. The worst number in marketing is "1"

Don’t rely on 1 of anything – 1 Lead Generator, 1 Ad type, 1 Platform, because if one of them stops working, and all your business relies on it, your business may dry up overnight.

1. How to Apply?

My catch on this is that for example for customer acquisition we should use both SEO and Paid advertising, as well as Guest posting.
Then we should create content on at least 2 platforms, like Facebook and YouTube or your own Blog.

"One is the most dangerous number in your business. It makes businesses brittle"

Allan Dib, The One Page Marketing Plan, Chapter 3 Tweet

2. Clarify your Unique Selling Point

Why would your customers come to you instead of your competitors? What’s the one thing that only you and no-one else can give them?

2. How to Apply?

My Blog USP – 100 scale rating, only marketing book reviews.
My YouTube USP – Animated marketing summaries – I have yet to find a channel that concentrates only on Marketing books. They all concentrate on books for entrepreneurs.

3. Choosing the best media for our business

How should we choose which media we should market in? When there’s such a sea of options?
The answer is we must know our “who” (Target market), and then go everywhere they are. If that’s an older demographic you might find the yellow pages useful, if it’s a younger one – Snapchat or Instagram may do ( your mileage may vary). The key is to have your ideal customer’s detailed image in your mind and think where he would hang out.

3. How to Apply?

My customer avatar is Brad, a 19 year old guy, who just moved out from his parents and is desperately looking for ways to achieve financial freedom with anything he could put his hands on – affiliate marketing, blogging and more. He probably would visit channels where entrepreneurs are interviewed, like Valuetainment for example, or Neil Patel for SEO, that’s why I target exactly those audiences with my video ads.

4. Measure Direct Marketing - Money Out, Money In

Most probably by now you have heard of the difference between Direct and Brand marketing. The thing is that here, Dan says that we should not measure engagement, likes, shares etc. When doing direct marketing, the only thing that should be a feasible measure to us is Money.

4. How to Apply?

You have caught me off guard here since I haven’t earned a dime yet, and have no product, though I suppose the best way to do this would be to see how much do I spend to acquire a lead on average, then after automating a mail sequence, see how many of the leads purchase an offer on average.

5. Information Businesses are about transformation not Products

Though it might be confusing, if you own an information business ( you offer courses, consultations, coaching) people are not looking for your services, rather they’re looking to get the best out of themselves or turn themselves into the best version of themselves

5. How to Apply?

In my copy, talk about becoming smarter, or learning new techniques to grow your business, not about choosing better books.

6. Create a Widget

A widget is another name for an irresistible offer or an offer “on steroids”. For example in the hotel business instead of a simple 10% off the room rate you may see something like:

Your ultimate weekend of food and fun for only X$ That includes:
– 10% savings on regular 2 night room rate
– Free gourmet dinner for 2 both nights
– Complementary bottle of champagne when you arrive
– Limo service from and to the airport – no charge
– 18 holes of golf for two players plus a cart (Golf little car)
– Movie tickets for two, plus popcorn to boot

*Limited availability, reserve your spot before midnight tomorrow.

6.How to Apply?

The closest that I have to a widget is my 10 FREE Audiobooks lead -generator, though I believe that it could be something like: Pay 20$ and get – A 30 minute business audit with Yan plus a customized one page written plan of action for your business, plus refers to at least two quotes from books for each suggestion (Since I position myself as a curator of knowledge, rather then a pro entrepreneur) Plus free mailing throughout the month if and when any questions regarding application arise. (Just improvising here)

A scene from the movie “Godfather”

7. Lead Generation - Free Consultation - Sale

Only 5% of the visitors to your website/blog/channel/media are currently ready to buy, the other 95% might need a little bit more time/trust/money, that’s why the main call to action Dan suggests is to first generate a lead, then with a few mails offer them a consultation, then at the end of the consultation, you may offer them your main product. If they say no, don’t get discouraged, keep on following up.
It usually takes about 7-12 touch points before a prospect makes a purchase.
Still leaving your main offer available is okay, but put the focus on the lead generator.

7. How to Apply?

Though the “Book a FREE consultation” button that is currently on the top right corner of this website seems to be a good offer – “Why not get a free consultation for your business” I used to think… A consultation requires about 30 minutes, and is still an investment. Instead, working on lead generation and then perhaps after 7-12 touch points enough trust will be earned for a FREE consultation, during which I may offer you guys the final product – Help you setup google ads or another thing that we will see fit during the consultation.

8. Remove Any Navigations from Lead Generating Pages

I used to ponder whether I should erase the most basic navigations from the pages where I offer the lead generators, and up until now, I didn’t, half-heartedly though. Finally Dan explained it bluntly that there should be no navigations whatsoever. Only 2 choices should be available, give the contact info or leave the page, nothing more! No about page, no home page, nothing!

8. How to Apply?

This one is pretty straight forward I believe 🙂 Just remove all the buttons from the lead generation pages on your website.

9. Important - Ask for referrals

When the customer says something like: “Wow, amazing service” or “Thank you very much” you should hand him a piece of paper and explain that a lot of your business comes from happy customers like him referring friends to you, and ask them to write the names of 5 people who might also need your services. In the Magnetic Marketing book Dan says that it usually gets him 3-4 people that he could call every time.

9. How to Apply?

If you already have a product and clients – congratulations, that’s awesome! Next time they thank you for your service, ask them to list the names of five of their friends and their contact information.

Rating (5 Parameters)

Narration

Clarity of Speech

How clear and understandable was the voice? 6/6

Fluency

Were there any gulps, voice jumps? Recording interruptions? The higher the score – the less interruptions. 6/6

Expressing Emotions

How much does it sound as if the narrator was really there? How attached is he to the sentiment in the story? And how well does he transfer the emotion to the reader? 7/7

Heading Distribution

When I read the heading, can I recall the contents? Answer: I find most of the book contents difficult to recall when reading the headings 3/10

Drive For Implementation

How much does the book push you to apply it’s contents?

Visuals

Does it use images or other resources to transfer it’s message? Answer: There were no additional resources that come along with the book content, but in the bonus resources link there are additional videos ( to be played seperately from the book, which require additional time, rather then simplifying the contents ) 2/6

Direct Calls to Action

How often does the author prompt you to apply the ideas in the book?
Answer: There are almost no exercises that directly prompt you to apply the principles. It concentrates on the “what” a lot more then the “how”. 2/6

Providing Actual Specific Details

Can you actually apply the Ideas in the book without additional resources?
Answer: Yes, but mostly there are no step by step guides, and the information is pretty general. 3/7

Examples

How often are examples provided to explain a point, and how well do they portray the ideas? Answer: There are examples, but they usually explain about 6 principles in every case, making it more difficult to understand the principle discussed. 10/20

Content

How interesting/useful was the content?
Answer: The content was pretty useful to me, but I believe it’s because I have listened/read a lot of books about the subjects discussed. If you were to read only this book, it would be a lot harder to perceive the principles, they’re told on a pretty surface level. 24/30

Final Rating of Magnetic Marketing

Narration – 20/20 Heading Distribution – 3/10 Drive for Implementation – 7/20 Examples – 10/20 Content – 24/30 Final Rating – 54/100

Get Magnetic Marketing for FREE from The Source

"Better take a more straightforward approach. It's called Direct Marketing or Response Driven Marketing, or when integrated into a complete system of attracting and converting leads – Magnetic Marketing."

Dan Kennedy, Magnetic Marketing: Chapter 4. Tweet

Get the audiobook for FREE at the official website. It just requires filling in your mail. ( I don’t partner with Magnetic Marketing )

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