Dan S. Kennedy Quotes

“All successful selling is by nature and necessity manipulative, and must apply pressure to get decision and action.”

“Always enter the conversation already occurring in the customer's mind.”

“Do not arrive as an interruption or disruption, attempting to divert your reader's attention from the object it is focused on, fighting to interest him in something different from what he is already, at this moment, interested in.

Instead, align yourself with the subjects already possessing his attention, the matters already garnering his interest, the self-talk conversation already occurring in his mind, and the conversations he is already having around the water-cooler at work or at the kitchen table at home with peers, friends, and family.”

“Envelopes actually addressed by hand often outperform all others in controlled split-tests.”

“Get a fix on the prospect/customer/client and on his or her desires; failing to do so will undermine all your other efforts.”

“People do not buy things for what they are; they buy things for what they do.”

“Proof by demonstration is extremely important.”

“Remember that photographs outperform drawings and illustrations.”

“The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person.”

“The only sure way to keep your own accumulated but untested opinions and beliefs about your customers from sabotaging your sales letters is to start anew, from scratch, and to engage in getting to know the customers just as if you were arriving to write for them for the first time, with no foreknowledge.”

“There is a classic sales legend about the hotshot salesman pitching a new home-heating system to a little old lady. He told her everything there was to tell about BTUs, construction, warranties, service, and so on.

When he finally shut up, she said: I have just one question — will this thing keep a little old lady warm?”

“Write for the buyer, not the nonbuyer. Real prospects are hungry for information.”