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Marketing starts with putting together the best, promotable message possible that truthfully represents the "goods"
you have. And that message has to highlight a "USP": a unique selling proposition. Tom Monaghan's USP has
become the stuff of legend; The Ultimate Marketing Plan shows how to find the right one for just about any
business. Who knows how far it may lead?
Author Kennedy also examines:
Getting free advertising
How to become "hot"
"Poor Boy" marketing strategies
Fueling word-of-mouth
New marketing technologies
Daniel Kennedy, a successful marketing consultant, has been writing sales letters for over ten years for both large and
small businesses. He also develops television "infomercials" and speaks regularly to a wide variety of business
groups on marketing issues.