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Dan Kennedy often uses a simple analogy to illustrate a common marketing mistake:

Imagine walking into a store and being swarmed by a salesperson who starts pitching everything they sell—refrigerators, running shoes, blenders—without once asking what you’re actually looking for. It’s frustrating, ineffective… and exactly what most businesses do in their marketing.

Instead of speaking directly to prospects’ specific needs or concerns, most businesses blast the same generic message to everyone. And according to Dan, that’s a surefire way to water down your impact—and your profits.

He points to Weight Watchers as a prime example.

They serve two distinct types of customers:

Health Buyers – motivated by medical reasons, like a doctor’s orders or an upcoming surgery.

Event-Driven Buyers – focused on short-term goals, like fitting into a dress for a wedding or looking good for a vacation.

These two audiences have completely different motivations. One wants to avoid a health crisis. The other wants to feel confident on the beach. But for years, Weight Watchers hesitated to segment their leads and tailor their message accordingly—despite the fact that segmentation could’ve easily doubled their effectiveness.

And this issue isn’t limited to weight loss companies.

At Magnetic Marketing, Dan Kennedy and his team have identified seven distinct interest categories among their audience—from wealth attraction to direct marketing and beyond. If they tried to send one message to all seven groups, they’d fail to deeply connect with any of them.

Dan compares this to politics: voters often care about one primary issue. Your leads are no different. Some are driven by fear. Others by ambition. And others by a very specific short-term goal.

Consider three different prospects in the finance space:

One fears running out of money in retirement.

Another wants to protect wealth for their grandchildren.

A third wants to maximize investment returns.

A single message trying to appeal to all three ends up resonating with none of them.

That’s why segmentation is so powerful—and profitable.

By tailoring messages to meet prospects where they are mentally and emotionally, businesses instantly build trust, create relevance, and position themselves as the only solution that truly gets the customer.

Dan outlines a simple framework for doing this:

1.Use a Self-Select Mechanism

Ask your audience questions like:

“Are you looking to grow your wealth?”

“Do you want to protect your assets for your family?”

2.Tailor the Follow-Up

Once they identify their concern, follow up with stories, testimonials, and offers that directly address it.

3.Watch Response Rates Soar

A personalized message turns cold leads into warm conversations—and buyers.

Dan stresses this strategy works in every industry. He’s seen it boost performance in colleges, financial firms, info-product businesses, and even local service providers.

Take colleges, for example. A dad wants to know his kid will get a job after graduation. A mom wants safety and solid food options. The student just wants to know they’ll make friends. Smart schools speak directly to each one—and enrollment improves dramatically.

If segmentation sounds like a mystery to you, Dan lays it all out in plain English in The No B.S. Guide to Direct Marketing. In it, he reveals:

The art of message-to-market match—how to say the right thing to the right people.

How to build self-select mechanisms that get prospects to reveal what they want—without a survey.

His exact process for creating segmented campaigns that maximize every dollar spent.

Click Here to Claim Your FREE Copy of The No B.S. Guide to Direct Marketing + $6,193 in Exclusive Bonuses:

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Dan Kennedy has watched businesses transform overnight simply by getting smarter with how they segment and speak to their audience.

Don’t waste another marketing dollar talking to everyone. Start speaking to someone—the right someone—and watch your results soar.

Dedicated to Multiplying Your Income,

Lila

P.S. Dan always reminds his clients:

Whoever can spend the most to acquire a customer—wins.Segmentation helps you do just that… profitably.

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Hi Wastehost,

Most business owners pour money into marketing that doesn’t work. They run ads, post on social media, and hope for the best—only to be disappointed by the results.

The problem? They’re relying on vague branding tactics instead of proven strategies.

Dan Kennedy calls this the “ADHD approach to marketing”—jumping from one shiny tactic to another without a clear, measurable plan.

But there’s a better way: Direct-Response Marketing.

This approach focuses on generating real, measurable results, like leads, sales, and conversions. Here’s how you can start applying it today:

Step 1: Speak Directly to Your Audience

One of Dan’s key teachings is this: “If you’re speaking to everyone, you’re speaking to no one.” Direct-response marketing works because it’s personal.

For example:

A company selling weight loss supplements doesn’t just target “everyone who wants to lose weight.” Instead, they target busy moms who want to shed pounds quickly after having kids.

A financial advisor doesn’t market to “everyone interested in saving money.” They craft campaigns for high-income professionals nearing retirement.

Your Action Step: Write down your audience’s specific demographics, challenges, and goals.

Step 2: Use an Irresistible Call-to-Action

Every piece of marketing must tell the audience what to do next. Whether it’s “Download this guide,” “Sign up for a webinar,” or “Call now,” your call-to-action (CTA) should be clear and compelling.

Example 1:

A dental clinic offered a free teeth-whitening session for new patients. The clear CTA—“Call to schedule your free session today!”—resulted in a 200% increase in appointments.

Example 2:

A SaaS company ran ads with the CTA: “Get a 30-day free trial today.” The campaign boosted signups by 35%.

Step 3: Track and Test Everything

One of Dan’s most famous quotes is: “You can’t improve what you don’t measure.” Direct-response marketing relies on tracking every aspect of your campaign.

What’s your click-through rate?

How many leads did you generate?

What’s your cost per acquisition?

Example:

A real estate agent ran Facebook ads targeting first-time homebuyers. By testing different headlines and images, they reduced their cost per lead by 50%.

Tomorrow, we’ll dive into the art of crafting offers your customers can’t refuse.

To your success,

Kevin

Who is Dan Kennedy?

https://books.forbes.com/authors/dan-kennedy/

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