What Dan Kennedy Says About Small Business Advertisement and Marketing


You must have heard ’bout Dan Kennedy, the famous guru of small business marketing and advertisement. Go ask your neighbor Tom, an established online home-based small business entrepreneur, and he will recite you the whole life story of the famous Dan Kennedy.

Anyway, just so you know, this is what his website says about him:

Dan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $ 1-million to $ 1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niche consultants in nearly 150 different business and industry categories and professions.”

So, what Dan says about small business advertisement and marketing is that you have got to possess three factors to succeed:

Right Message

Right Market

Right Media

Explaining on the above points, you should always throw the right message. Sometimes, the message is too factual or unoriginal. Remember, it is advertisement, and neither slipping your business card into someone’s pocket or shouting your product’s name at the top of your voice (that might be an interesting idea though!).

You got to get original and learn to think the unique selling point (USP) of your product or service. You have to understand why a customer would want to buy your service, why you are special for him. Remember, your sales copy sells!

Secondly, you have to target the right market. Some people just don’t want to buy. Some people just want something else for their problem. You have to understand your competition, your audience and your own stand. Remember, you should always stand out from your competition and should cater to the need of your market. If you are selling cricket bats, you cannot send fliers to office-goers. That’s never going to work!

Right media is the last point that needs to be reiterated. Choosing the right media depends on your market, scale of operation and needless to say, your budget. If you are selling books, advertising them on TV may not work that much! Moreover, are you going for a local town business, whole country or international? Think about it. You cannot go for a television ad with a few hundred bucks in your pocket. Think before you leap, my friend.

That’s what you seriously need to keep in mind. Hey, are you even listening? Then tell me something.