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WHAT: Dan Kennedy's Direct Marketing Diet — 6-step framework for direct marketing success WHEN: When applying direct marketing diet knowledge
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WHEN building any customer-facing content, funnel, page, email, call script, or offer structure THEN apply the AIDA fractal at every scale — each value ladder stage has its own AIDA cycle, each piece of content has AIDA within AIDA, and the customer journey is a Hero's Journey where the customer convinces themselves to go because they already believe themselves to be the hero.
WHAT: Dan Kennedy's framework for ascending customers through the value ladder — retention through progression WHEN: When applying direct marketing ascension knowledge
WHAT: Dan Kennedy's adaptation of Dale Carnegie's "make them feel important" for direct marketing WHEN: When applying direct marketing carnegie secret knowledge
WHAT: Craig Proctor's 8 Breakthrough Strategies for direct marketing success WHEN: When applying direct marketing eight breakthroughs knowledge
WHAT: Dan Kennedy's Follow-Up Framework — the 4-step structured follow-up campaign, closed loop systems, and the "no-fail" follow-up strategy. From No B.S. Direct Marketing. WHEN: When applying direct marketing follow up knowledge
WHAT: Dan Kennedy's Moving Parade of Interest — keeping your marketing consistently visible to hot prospects WHEN: When applying direct marketing moving parade knowledge
| 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 |
Dan Kennedy's "Direct Marketing Diet" is a 6-step process for planning and executing direct marketing campaigns.
Who is your customer? Be specific — demographics, psychographics, buying behavior.
What are you selling, at what price, with what bonuses and guarantee?
Where will you reach this audience? Email, direct mail, paid ads, etc.
Develop the actual marketing message — ads, emails, sales letters, videos.
Run small-scale tests before full deployment. Measure results rigorously.
Take what works, kill what doesn't, scale the winners.
Never spend more on marketing than you've tested and proven.
Response rate, cost per lead, cost per acquisition, customer lifetime value.
Revenue = (List Size) × (Response Rate) × (Average Sale) × (Margin)
For any campaign: