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WHAT: Dan Kennedy's list selection and target marketing principles WHEN: When applying direct marketing target marketing 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-target-marketing |
| description | WHAT: Dan Kennedy's list selection and target marketing principles WHEN: When applying direct marketing target marketing knowledge |
In direct marketing, the LIST is more important than the CREATIVE.
You can have the best-written sales letter ever created, but if you send it to the wrong list, you'll get nothing.
The right message to the wrong people = failure. The right message to the right people = success.
| Factor | What It Measures |
|---|---|
| Recency | How recently did they buy? |
| Frequency | How often do they buy? |
| Monetary | How much do they spend? |
Best customers: High R, High F, High M
| Mass Marketing | Direct/Target Marketing |
|---|---|
| "Everyone should see this" | "Only the right people see this" |
| High waste | Low waste |
| Hard to measure | Easy to measure |
| Brand building | Direct response |
Rule: In direct marketing, the quality of your list determines the ceiling of your results.
