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" There’s a story about legendary copywriter Gary Halbert, who once asked a room of aspiring writers, “Imagine you’re opening a hamburger stand on the beach—what do you need most to succeed?” Answers included, “secret sauce,” and “great location” and “quality meat.” Halbert replied, “You missed the most important thing—A STARVING CROWD.” Your job is to find that “starving crowd” who can’t live without what it is you have to offer. What we want to do in terms of targeting is to find good, prospective customers for our business that can be reached affordably, that are likely to buy, that are able to buy, and preferably who already know of us, or are likely to trust us. Once you get this down, and you nail exactly who your slam-dunk customer truly is—the person you absolutely want to do business with over and again—then you’ll be able to make your marketing “magnetic” because you’ll be using words and phrases that’ll attract your target audience. This makes your job much easier, because you can talk to them using language they relate to about what it is they really want. "
― Dan S. Kennedy , Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer
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" 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. "
― Dan S. Kennedy , The Ultimate Sales Letter: Attract New Customers. Boost Your Sales
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" One year, on vacation in Hawaii, I was relaxing at a beach, watching whales in the distance, when a fisherman, obviously a local, drove up in his pick-up truck. He got out with a dozen fishing rods. Not one. A dozen. He baited each hook, cast all the lines into the ocean, and set the rods in the sand. Intrigued, I wandered over and asked him for an explanation. “It’s simple,” he said. “I love fish but I hate fishin’. I like eatin’, not catchn’. So I cast out 12 lines. By sunset, some of them will have caught a fish. Never all of ’em. So if I only cast one or two I might go hungry. But 12 is enough so some always catch. Usually there’s enough for me and extras to sell to local restaurants. This way, I live the life I want.” The simple fellow had unwittingly put his finger on a powerful secret. The flaw in most businesses, that keeps them always in desperate need—which suppresses prices—is: too few lines cast in the ocean. "
― Dan S. Kennedy , No B.S. Price Strategy: The Ultimate No Holds Barred Kick Butt Take No Prisoner Guide to Profits, Power, and Prosperity
