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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
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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 Moving Parade of Interest — keeping your marketing consistently visible to hot prospects WHEN: When applying direct marketing moving parade knowledge
| name | direct-marketing-follow-up |
| description | 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 |
"One touch rarely converts. You must have structured, systematic follow-up."
The key insight: Most sales happen after 5-12 touches. Most marketers give up after 1-2. The money is in the follow-up.
Reconnect with the prospect by:
Share something new:
The third touch should include:
A multi-channel follow-up system that keeps prospects engaged until they buy or exhaust all options.
Email #1 → Direct Mail #1 → Landing Page Visit → Retargeting
↓
Email #2-5 → Phone Call #1 → Another Landing Page
↓
Email #6-10 → Phone Call #2 → SMS
↓
[Continue until purchase or exhaustion]
Contacts are timed for days 4, 6, 9, 12, etc. — systematic, not random.
"Most sales happen between touch 5 and touch 12. Most marketers quit at touch 2."
Every customer has an "expiration date" (when they should return). Set alarms for:
| Business Type | Expected Return Interval |
|---|---|
| Dentist | Every 6 months |
| Gym | Every 30 days |
| Auto dealer | Every 3 years |
| Clothing store | Before each season |
When a customer passes their expiration date without returning:
Day 1: Initial contact + offer
Day 4: Follow-up email (restate)
Day 9: Phone call (new proof)
Day 14: Final email (urgent close)
Week 1: Email sequence (3 emails) + retargeting ads
Week 2: Phone call + direct mail piece
Week 3: Email sequence (2 emails) + SMS
Week 4: Final phone call + escalating urgency offer
"It can all be automated." — but the strategy and creative still need human design.
/prompts:
From No B.S. Direct Marketing by Dan Kennedy
Core concepts:
Transcript source: ~/Downloads/NoB.S.DirectMarketing.txt (Docker: /home/GOD/NoB.S.DirectMarketing.txt)
direct-marketing — The Great Divide and 10 Ruleshormozi-lead-generation — Getting leads in the doorexpert-secrets — Russell Brunson's follow-up conceptshormozi-attract-offers — Initial offer creation