Transform Your "Ordinary" Business into an EXTRAORDINARY MONEY MACHINE Most "ordinary" businesses advertise and market like the big brand-name companies, so they spend (waste) money on image, brand, and presence. But copycatting the big brand-name companies is like a rabbit behaving like the lion. It makes no sense. Direct marketing expert Dan Kennedy and his team of elite consultants--all successful at borrowing strategies from pure direct marketing businesses like QVC, J. Peterman, Zappos, and Publishers Clearinghouse--deliver the fundamentals of direct marketing as it can be applied to any business, sales career, or professional practice. Then, they take you behind the scenes of exceptionally successful non-direct marketing businesses and show you how to cash in using their unorthodox direct marketing strategies. You'll learn the customer-getting, sales-boosting tactics you never knew existed and master Dan's 10 No B.S.

Rules of Direct Marketing for Non-Direct Marketing Businesses: Rule #1: There Will ALWAYS Be an Offer or Offers Rule #2: There Will Be Reason to Respond Right Now Rule #3: You Will Give Clear Instructions Rule #4: There Will Be Tracking, Measurement, and Accountability Rule #5: Only No-Cost Brand-Building Rule #6: There Will Be Follow-up Rule #7: There Will Be Strong Copy Rule #8: It Will Look Like Mail-Order Advertising Rule #9: Results Rule. Period Rule #10: You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet.