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WHAT: Dan Kennedy's Shock and Awe Package — overwhelming value to eliminate price resistance WHEN: When applying direct marketing shock awe 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: Dan Kennedy's Direct Marketing Diet — 6-step framework for direct marketing success WHEN: When applying direct marketing diet 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
| name | direct-marketing-shock-awe |
| description | WHAT: Dan Kennedy's Shock and Awe Package — overwhelming value to eliminate price resistance WHEN: When applying direct marketing shock awe knowledge |
When you overwhelm prospects with value BEFORE asking for the sale, price becomes irrelevant.
"If everything I'm giving you is worth $X, and I'm only asking $Y — how can you not buy?"
| Component | Purpose |
|---|---|
| Core Product | The main deliverable |
| Bonuses 1-5 | Fast-acting, easy wins |
| Bonuses 6-10 | Deeper, higher-value |
| Guarantee | Risk reversal |
| Price | Set at 10% of total value |
For every $1 of value you show, charge no more than $0.10.
If you can't show 10:1 value, either add more bonuses or lower your price.
Core Product: $197 course
├── Bonus 1: Checklist ($47 value)
├── Bonus 2: Template ($67 value)
├── Bonus 3: Video training ($97 value)
├── Bonus 4: Q&A call access ($197 value)
├── Bonus 5: Community 1yr ($297 value)
└── Bonus 6: 1-on-1 setup call ($497 value)
─────────────────────────────
Total Value: $1,302
Your Price: $97