Rating: 
Summary: Don't send junk mail. Write letters that get read.
Review: This book is most useful to small business owners who want to generate qualified leads and not waste time, money, and energy in sending out useless junk mail.The techniques described by the author in this simple but effective book are easy to learn. The author explains a systematic process in writing the ultimate sales letter that gets read and achieves results. Overall, he describes 28 steps involved in designing, creating, and getting your sales letter to the right prospects. The book is less than 200 pages long and doesn't take more than a couple of hours to read. It does take a lot longer to implement the ideas presented though. Here are a few things I learned in the book that really surprised me - 1. That some mail delivery personnel hate junk mail and hence do not deliver it (this is against the law but a small percentage still seemd to indulge in this criminal behavior). There are some good tips on how to minimize the chance of your sales letters being perceived as junk mail. 2. The concept of 'comparing apples to oranges' in presenting price to your customer. I have always had reservations about doing this but after reading the explanation in the book, I am no longer opposed to adopting this highly effective practice. The author has a very compelling argument on why this is the right thing to do. 3. Mailing a mockup of the sales letter to yourself to see your own gut reaction to your marketing material arriving at your mailbox. This seems the most logical thing to do but I have never done it. From now on, I am always going to mail myself a mockup package before placing an order with my printer. The book is full of these kinds of surprises and hence the reason for the 5 stars in this review. This book is probably one of my top 10 high value purchases of 2003. The most important lesson I learned after reading this book - never underestimate the difficulty of writing a great sales letter and be wary of letting someone else write your letter. If it is your business, there is no one more qualified to write this letter than you. Spend the time and read this book. You won't regret it. After a couple of negative experiences, I now design most of my marketing material myself. Good luck!
Rating:
Summary: An excellent, step-by-step, easy to read roadmap for profits
Review: This book is written in a real-world, down to earth
style. It's got no fluff, no theories- just good, hard
easily learnable information about crafting highly effective
sales letters that suck in the cash. This book is a must for
any/everyone in retail or mail order or any kind of direct
selling
Rating:
Summary: Right on the money.
Review: This is a great book. I have written two ad copypieces using Mr.Kennedy's ideas and let me tell you they have pulled fantastically! If you contact me I will send them to you. Mr.Kennedy's plain language and simple style walks you through the thought process step by step. He opens your eyes to how to put yourself in your customers shoes and to understand their psychology. For someone who never went to college he understands business writing tremendously. I can literally attribute his book to refining my sales campaign.Our futures company ... is indebted to him.
Rating:
Summary: Phenomenal Resource Worth Much More Than Its Price
Review: This is simply a very well-thought-out, phenomenal resource for any business owner. I have yet to find any better book about writing sales copy except for Brian Keith Voiles' Advertising Magic. The steps Kennedy explains are simple and doable, and he has a gift for telling the nuts n' bolts of writing excellent sales letters. Get it
Rating:
Summary: Responsible for Helping Me Make Millions in Sales!
Review: This is, by far, the very best book you can ever get on the subject of sales letter writing. Dan Kennedy, a marketing genius in his own right, teaches you step-by-step in writing the best sales piece possible. He encourages you to write your own sales materials, even if you think you can't write, because only YOU know your product better than anyone else ever will. He shows you how to focus on benefits, not features. And ALWAYS tell people what's in it for them! Dan Kennedy is great. This book is great. If you can only get one sales letter writing book for the rest of your life, GET THIS ONE! If you want to learn how to write sales letters that will generate MILLIONS of dollars in sales...GET THIS BOOK!
Rating:
Summary: The second best book on copy this century
Review: When a man can turn a $80,000 loss in June into a $121,000 net profit in December of that year, using only letters, that man should be called a genius. Robert Collier was that man a generation ago in the 1920's & 1930's. Dan Kennedy is the man who does it in 90's and shows the way to grow your business into the next century. Do yourself a favor and read this book. Then ask your ad agency; why they do not follow what Dan suggests.
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