13 {{ upvoteCount | shortNum }}
13 {{ upvoteCount | shortNum }}

This Dan Kennedy Book Has Ewen's Seal Of Approval...

by ewenmack
11 replies
If applying as an apprentice copywriter at Agora,
you are likely to get asked about your interests.

Not only on their specialty, but a very keen curiosity on other things.

This comes in very handy in seeing connections where nobody else has.

Think ice cream and wafer slices coming together.

Meat patties and bread buns making a hamburger.

Rum and Coke.

They were all seperate untill somebody bought them together.

Bringing connections together to add more power to your main appeal
gets you read more, rather than being a swiper of others work.

Dan Kennedy has bought out an excellent book Amazon.com: No B.S. Marketing to the Affluent:...Amazon.com: No B.S. Marketing to the Affluent:...
It opens your mind to what triggers the affluent to buy.

It may also look at what holds you back from becoming one of them too.

If none of those two points interest you,
then use the book as a stepping stone to push yourself
to learn to become curious about subjects which initially
hold no interest to you.

As a freelance copywriter, there may be times you take on
a project which you know very little about. Yet great research
can dig up the hook which takes the promotion to star status.

It seems there is very little taught about being original,
yet on target with proven timeless appeals.

Hope this bit of rambling sparks an ahha! moment for ya.

All the best,
Ewen
#approval #book #dan #ewen #kennedy #seal
  • Profile picture of the author marciayudkin
    This book was written prior to the economic downturn, and from what I've read, the buying psychology of the affluent has changed significantly in the last two years.

    So be careful trying to take Kennedy's specific points in that book to the bank.

    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
    {{ DiscussionBoard.errors[2918339].message }}
    • Profile picture of the author Irish Intuition
      Originally Posted by marciayudkin View Post

      This book was written prior to the economic downturn, and from what I've read, the buying psychology of the affluent has changed significantly in the last two years.

      So be careful trying to take Kennedy's specific points in that book to the bank.

      Marcia Yudkin
      Well, did the stuff he discusses in his book change? Sure the wealthy
      may have changed, but they are still buying Mercedes, Tiffany and
      Godiva chocolates (just tossed that in because I love those $4
      chocolate strawberries )

      We are always changing and need to measure what we read with what
      is currently happening. They modified the Bible to keep up with the times
      so I assume Dan's book will also see changes...
      Signature




      {{ DiscussionBoard.errors[2918388].message }}
      • Profile picture of the author PMinc
        Personally, I strongly recommend the 7 Triggers.

        I have my own personal copywriting checklist that I run through both before and after the writing of a sales letter.

        ALSO VERY IMPORTANT: This book written by "Omar the Beggar" (read: Abbie Hoffman) has some very calculative steps to approaching the affluent.

        Amazon.com: The Panhandler's Handbook: Omar the...Amazon.com: The Panhandler's Handbook: Omar the...
        How's this for marketing smarts: When Hoffman initially released this book, the cover was made of sandpaper...Why?

        So that it would be set far enough apart from the other books so as to not damage their covers. I'm so totally stealing his idea!
        {{ DiscussionBoard.errors[2918419].message }}
        • Profile picture of the author Irish Intuition
          Originally Posted by John Breese View Post

          So that it would be set far enough apart from the other books so as to not damage their covers. I'm so totally stealing his idea!
          hahaha... that is awesome!
          Signature




          {{ DiscussionBoard.errors[2918427].message }}
    • Profile picture of the author ewenmack
      Mind sharing your source Marcia?

      From what I've seen, they still prefer...

      "How would you like to handle it today?"

      compared to...

      "How would you like to pay for it today"

      Still like...

      Recognisition for donations by way of pins, special dinners and plaques.

      Still fear...

      the loss of their financial status.

      Still fear...

      making a mistake in front of their peers.

      Still re-invest their excess money.

      Still seek out their peers before purchasing big ticket items.

      Still use after sales service as a strong buying criteria.

      Still respond well to an aspiration appeal.

      Still staying with their political viewpoints.

      And on and on and on...

      As copywriters and marketers who are targeting the affluent,
      then it's our job to know the gut appeals of this group.

      Those I've listed will remain for centuries.

      Introverts will have their appeals.

      Lesbian Harley riders will too.

      Dan has other points which are evergreen too.

      All the best,
      Ewen




      Originally Posted by marciayudkin View Post

      This book was written prior to the economic downturn, and from what I've read, the buying psychology of the affluent has changed significantly in the last two years.

      So be careful trying to take Kennedy's specific points in that book to the bank.

      Marcia Yudkin
      {{ DiscussionBoard.errors[2920119].message }}
      • Profile picture of the author marciayudkin
        Ewen,

        Sorry, I can't put my hands on my copy of Dan's "Affluent" book at the moment, but I did read it, and I have seen at least half a dozen articles in the NY Times over the last two years where they interviewed companies/individuals selling to the very rich (one was financial services, another was haircuts, another was real estate, etc.) on how they have noticed marked changes in buying behavior, with some kinds of appeals no longer working at all.

        The only point I remember is that many of the very rich no longer want to be visibly rich. When even peers are out of work and most portfolios have shrunk, it now seems tasteless to flaunt wealth. That seems to me a huge change, not a little one.

        I'm very sorry for not being able to give a specific reference for this point. I just did a quick search at nytimes.com and was not able to pull up the articles.

        Maybe someone else who remembers reading these articles can help me out.

        Marcia
        Signature
        Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
        {{ DiscussionBoard.errors[2920257].message }}
        • Profile picture of the author ewenmack
          Marcia,

          Of course we don't know what those individual companies, quoted, appeals were.

          Secondly those that wanted to flaunt their toys, tend to get financially wiped
          out easier than those that make better investing decisions.

          The Millionaire Next Door type have never had the need or desire to be flashy.

          We might be seeing a clear subset of the affluent working here?

          All the best,
          Ewen

          Originally Posted by marciayudkin View Post

          Ewen,

          oment, but I did read it, and I have seen at least half a dozen articles in the NY Times over the last two years where they interviewed companies/individuals selling to the very rich (one was financial services, another was haircuts, another was real estate, etc.) on how they have noticed marked changes in buying behavior, with some kinds of appeals no longer working at all.

          The only point I remember is that many of the very rich no longer want to be visibly rich. When even peers are out of work and most portfolios have shrunk, it now seems tasteless to flaunt wealth. That seems to me a huge change, not a little one.

          Marcia
          {{ DiscussionBoard.errors[2920322].message }}
          • Profile picture of the author Hugh Thyer
            The way they want to be treated will largely be the same. They value exclusivity, experiences, service.

            My copy landed on my desk about a week ago so I haven't gone through a lot of it yet. I ordered it specifically because I'm selling a $7,000 anti-ageing treatment so it is targeted at affluent women.

            The big A-HA Moment for me was early on when it said that most businesses don't think there are rich people looking for what they're selling, because they don't get rich people buying from them.

            But because those business owners are not targeting the affluent, they don't attract them. So in truth that market IS out there, but business owners are waiting for the affluent to find them instead of specifically targeting them.
            Signature

            Ever wondered how copywriters work with their clients? I've answered that very question in detail-> www.salescomefirst.com
            {{ DiscussionBoard.errors[2920557].message }}
            • Profile picture of the author ewenmack
              Hugh,

              Went through mine for the third time yesterday.

              You mentioning about business owners think the affluent won't go to them
              reminds me [from Dan's book] that you need different marketing channels
              to reach them.

              Also, [which is rarely mentioned here] the extremely targeted
              buyer lists that are available which allows you to match your message
              so precise.

              All the best,
              Ewen


              Originally Posted by Hugh Thyer View Post

              The way they want to be treated will largely be the same. They value exclusivity, experiences, service.

              My copy landed on my desk about a week ago so I haven't gone through a lot of it yet. I ordered it specifically because I'm selling a $7,000 anti-ageing treatment so it is targeted at affluent women.

              The big A-HA Moment for me was early on when it said that most businesses don't think there are rich people looking for what they're selling, because they don't get rich people buying from them.

              But because those business owners are not targeting the affluent, they don't attract them. So in truth that market IS out there, but business owners are waiting for the affluent to find them instead of specifically targeting them.
              {{ DiscussionBoard.errors[2920728].message }}

Trending Topics