| name | direct-marketing-diet |
| description | WHAT: Dan Kennedy's Direct Marketing Diet — 6-step framework for direct marketing success
WHEN: When applying direct marketing diet knowledge |
Direct Marketing Diet
No B.S. Direct Marketing: The Direct Marketing Diet
The Framework
Dan Kennedy's "Direct Marketing Diet" is a 6-step process for planning and executing direct marketing campaigns.
The 6 Steps
Step 1: Identify Your Target
Who is your customer? Be specific — demographics, psychographics, buying behavior.
Step 2: Define the Offer
What are you selling, at what price, with what bonuses and guarantee?
Step 3: Choose Your Media
Where will you reach this audience? Email, direct mail, paid ads, etc.
Step 4: Create the Creative
Develop the actual marketing message — ads, emails, sales letters, videos.
Step 5: Test
Run small-scale tests before full deployment. Measure results rigorously.
Step 6: Optimize & Scale
Take what works, kill what doesn't, scale the winners.
Key Principles
Test Before You Invest
Never spend more on marketing than you've tested and proven.
Track Everything
Response rate, cost per lead, cost per acquisition, customer lifetime value.
The Direct Marketing Math
Revenue = (List Size) × (Response Rate) × (Average Sale) × (Margin)
Common Mistakes
- Skipping testing — Going full-scale with unproven campaigns
- Ignoring numbers — Not tracking metrics rigorously
- Wrong list — Marketing to people who don't buy
- Weak offer — Not enough value or wrong positioning
- Premature scaling — Scaling before optimization
Application
For any campaign:
- Who is the target?
- What's the offer?
- Where will you reach them?
- What's the message?
- How will you test it?
- How will you optimize?
