It’s Darin from Magnetic Marketing.
Just this past week I had the opportunity to interview Marty Fort, one of our A-List speakers for the upcoming virtual Why Advertising Fails Event where Dan will be launching his new book, Why Advertising Fails & How to Make Yours Succeed.
Marty is the founder of Music Academy Success and a long-time Magnetic Marketing Member. He’s used Dan’s principles and strategies to build the largest community of music schools in South Carolina and expand into info-marketing and intellectual property and licensing. He’s grown into a direct response genius with advice as pure and valuable as gold.
Before I get into the gold mine that is our interview, I want to take a moment to once again invite you to our virtual Why Advertising Fails Event on Wednesday October 13th.
As I said above Dan will be launching his new book Why Advertising Fails & How to Make Yours Succeed, BUT that’s not it! You’ll also be hearing from an ALL-STAR lineup of direct response experts ready to reveal treasure troves of advice and strategies you can LITERALLY implement IMMEDIATELY.
You can look forward to hearing from:
- Dan Kennedy - Founder of Magnetic Marketing
- Marty Fort - Founder of Music Academy Success
- Travis Lee - CEO of 3D Mail Results
- Robin Robins - Founder of Technology Marketing Toolkit
Each of these speakers have years upon years of marketing and advertising experience that has risen them to the top of their industries.
You’ll be walking away from this event with valuable insight from each of their business journeys, from failures to great successes (because the failures are just as important (if not more) as the successes.
I personally cannot even fathom why anyone would want to pass up on the opportunity to learn from some of the best and find out how to avoid their mistakes and failures in the process.
You won’t hear this advice anywhere else and you won’t even need to leave your own home to take it all in!
PLUS… The first 100 seats reserved will receive a signed copy of the book from Dan Kennedy!
My interview with Marty is really a sneak peek into the kind of advice and information you’ll receive during the event and I know people who would pay for just his responses to my few questions. To preface, Marty along with myself and the other speakers are all contributing a chapter to Dan’s book, so the biggest thing I asked Marty was to share with me, “What did you decide to do with your chapter?"
Here are some highlights from Marty’s response:
So, what I decided to do with my chapter was to tie in a music theme, with a top 10 list, Letterman style, tied into popular songs. The first one I put is “You’re So Vain, You Probably Think This Ad Is About You.” Which is a play on the Carly Simon song, You're So Vain, You Probably Think This Song Is About You. And what that means to me, is so many people view their advertising as like an extension of themselves. It has to be pretty; they’ll focus on things like palette colors and obsess on fonts, logos, and all this stuff.
That's not what direct response advertising is. We got to get the vanity out of it. We've got to get the ego out of it. What direct response marketing is, is a specific ad, and it could be in direct mail. It could be a Facebook ad. It could be an Instagram post. It could be in an advertorial It can be whatever. But the function of it is to put out a dollar and get more dollars back. That's the purpose of the direct response advertising.
So the thing with Dan Kennedy style ads is it's got the four Kennedy components. You have a headline, you have an offer, you are always speaking to what's going on in the customer's head. At that point you've already lost most branding people there. They're out.
You’ve got “Where is the placement of this pepperoni on this pizza? How much steam is coming off of it,” versus, “Bring the family of four down before X and get X off and join our VIP club.” So, the first thing I'm going to talk about in the book and the presentation is my biggest advice for everybody, which is to get your ego out of it, because that is the biggest challenge.
You could literally close out your email right now and rewrite or write from scratch a direct response advertisement for your business that followed the the four Kennedy components and includes ZERO ego and ZERO vanity. This single email just provided you with a strategy that you can implement this very second.
Imagine what this event will do for you.
All you have to do is invest in yourself and in your business and you will be walking away with growth and success in the palms of your hands.
Secure your virtual seat for the Why Advertising Fails & How To Make Your Succeed Event taking place Wednesday, October 13 and you'll receive a signed copy of Dan Kennedy's newest book!
P.S...Should you choose to cancel, you have up until 24 hours before the start of the event to reach out to the Magnetic Marketing Concierge department to receive a FULL 100% registration fee REFUND! Simply contact us at (800) 871-0147 or send an email to firstname.lastname@example.org