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From: The desk of Dan Kennedy

Dear Renegade Marketer,

Let’s get to it without any “warm up”.   What I’ve done is perform a thorough excavation of literally rooms of files, notes, samples, photos, artifacts and more, accumulated throughout 40+ years in marketing.  

I then compiled everything into a 1556-page tome you’ll be able to examine and swipe ideas from for your own promotions and business. 

Best part: I put my own notes within each item, written by me in 2013, to either teach an important concept or give context to that particular piece.

This commentary will create multiple “a-ha” moments for you as you leaf through this massive collection.   This is like having 40 years of my marketing “know how” all in one package for you to peruse, get ideas from, and take action on for your own promotions.

Listen: these “teaching examples” have stood and WILL stand the test of time.   I also included odd and curious items, personal items, and items of historical significance.  As with a museum, different things will interest different visitors at different times. 

I guess you can say this is the mother lode of “Dan Kennedy stuff” you will EVER encounter.  And I will warn you that:

You Can Only Get This RARE Collection
Of My Lifetime Of Work For A Very Limited Time…

You see, I picked these to be good representatives of changes in style and technique across the decades, from 1970 to Present.  Included are pieces that were extremely successful, pieces of historical curiosity, and personal favorites.

This collection includes my first B2B full-page trade journal ad I wrote back in 1973…all the way to recent promotions I wrote this year.

It also includes my first ads I wrote for Magnetic Marketing…my most successful product to date.  I even included the script for the actual speech I used to sell Magnetic Marketing from the stage.

I also included selected pieces from the seminar marketing campaigns I did for one client – Rory Fatt and Restaurant Marketing Systems – from 2005 to 2006 through 2010.

You’ll get a bigger snapshot later on of all 1554 pages of this archive that’ll generate TONS of:  

  •  Ideas for copy angles and how to position your product or service in your copywriting and marketing.   You never want to start with a blank slate when writing copy or devising a marketing campaign for a product.   This Archive will save you a TON of time and money trying to “figure things out” for yourself.
  • Ideas for offers you’ll be able to “swipe and deploy” for your own promotions.  The offer is THE most important element of a promotion…without a good offer the copy falls flat.  You’ll see 40+ years of offers that have converted well for my clients and me.  And you’ll be able to spark tons of ideas for your own offers for products, services and seminars.
  • Design ideas for your promotions you’ll be able to implement for your own ads.  Most of these are print ads and magalogs that will spark ideas for your own promotions so you don’t have to wonder what works and what doesn’t.
  •  Headlines, closes, bullets, stories, etc. you can swipe for your own promotions.  This could be a literal marketing godsend for you since you’ll be able to flip through all 1556 pages of examples and “swipe” ideas for your own.  

So when you take action today and that big box containing this Archive lands on your doorstep:

Do NOT Ignore Campaigns
That Are Not In Your Market…

For example, if you’re not a seminar marketer, don’t ignore Rory’s campaigns or any other campaign you’ll come across in this Archive.  There is much here to be adaptable and transferable for you own business.

No one engaged in marketing can fail to unearth gems in this massive collection.  Yes, some of these items were not in pristine condition, in my files and drawers, cardboard cartons, and storage.  So their reproductions are not perfect and some you might need a magnifying glass to examine.   But trust me, your diligence will be rewarded.

Here’s what else you’ll discover in this 1556-page archive that could be a huge bastion for your business:

  • A collection of content from presentations, products, speeches and seminars.  Most of these have historical interest and or may have value if modified and used today.  This includes entire sales presentations you can learn from, swipe ideas and implement for your own presentations.
  • Product covers and even entire products, including a complete copy of my “63 Killer Marketing Strategies” manual.  The ideas you can glean from this collection could make this Archive more than worth investing!
  • Books and book promotions I used to breathe life into my books, since publishers are not promoters.  A large assortment of the activity I used to promote my books is here so you can  “swipe and deploy” for your own promotions.
  • Newsletters and other publications that have been the foundation of virtually my entire career.  I don’t think there is any single thing as vital to a person or business’ success than its own print media.  And you’ll get an unfair “head start” over your competitors thanks to this collection.
  • Photos with me with various celebrities including Joe Theismann, Ronald Reagan, Paul Harvey and on location at many events. I used these photos to build up a “celebrity aura” around my business and myself. You’ll also discover cartoons I’ve used for my marketing as well. 
  • Personal items related to my personal life and interests, and correspondence I’ve had throughout my 40 years in information marketing that will be a huge interest to you

Of course I could go through all 356 examples in this archive one by one, but instead:

Here’s The Actual Table Of Contents Of This Massive
Archive That’ll Summon TONS Of Ideas For Your Own Ads And Business:

 

MARKETING PIECES                                                                                                                     

 

1:         1968: Best Lead Generation Letter, Not By Me                                                                       

2:         1973: My First B2B Full-Page Trade Journal Ad (for Environmental Structures)                 

3:         1973: The Other B2B Ad For Same Product

4-5-6:    1974: Correspondence with Kemmons Wilson, Founder of Holiday Inn re.                                

Environmental Structures

7:         1974: Franchise Lead Generation Memo for Environmental Structures                                      

8:         1974: Photos of Environmental Structures                                                                              

9:         1972: First media about ESI – ‘Keeping House In A Plastic Bubble”                                         

10:        1976 & 1977: My First Full-Page Magazine Ads For An Info-Marketing Client,                           

First Ad For My Own First Info-Product and Other Ads of the Era, From Same Media

11:        1975: LIFT NOTE EXAMPLE – from Success Education Corp.                                               

12:        1975: ORDER FORM EXAMPLE – from Success Education Corp.                                         

13:        1977: Another Version – First Info-Product Ad For Client (Success Education Corp.)                 

14:        1978: Typical Article of many I wrote and had published in mid and late 70’s                            

15:        1978: The first Dan Kennedy postcard promoting seminars

16:        1978: Membership Order Form used at my retail Self-Improvement Center                         

17:        1978: First Full-Page Ad For My Own “Success Company”                                                

18:        1979: My First Public Seminar Brochure                                                                            

19:        1979: My First Copywriting Job for a Professional Speaker (Buster Crabbe)                       

20:        1979: My First Paid Copywriting Job for General Cassette Corp – to Success Readers      

21:        1980: My Mini-Catalog for our “Brass Eagle” awards business                                          

22:        1981: My version of the famous Thank-U-Gram® – The Thanks-A-Million Note                          

23:        1982: PROMOTIONAL NEWSLETTER, “Generally Speaking”, for General Cassette – a

            marketing piece to a niche market (professional speakers)

24:        1983: ‘Road Show” direct-mail piece, for seminars for speakers, featuring Nido Qubein             

25:        1983: “Success Spoken Here” Package Insert                                                                        

26:        1982: First Niche Market Catalog – for chiropractors                                                             

27:        1982: My (very successful) EXPENSIVE EXPERIENCE $1 CASSETTE magazine ad*          

             (*The advertised cassette and transcript are in Deluxe Edition of Archives)

28:        1982: The Course sold by the EXPENSIVE EXPERIENCE CASSETTE, shown in a             

              staged product photo

29:        1982: 2-Page Ad in SUCCESS for General Cassette (3 Ads In 1)                                            

30:        1982: Smaller Ad, SUCCESS                                                                                               

31:        1982: Catalog of “Special Reports” – to niche (professional speakers)                                      

32:        1983: POSITIONING PRODUCT – Clever product comprised of interviews                           

33-35:  1987: Info-Product Brochures/Mini-Catalogs                                                                         

36:        1984: 2-Sided Order Form I Created for Success Education Training Company                       

37:        1984: “VALUE BUILD” Side of Order Form for my co., SuccessTrak                                      

38:        1984: Full Page Print Ad For My Client, “Gold By The Inch”                                            

39:        1986: Winning Version of Full Sales Letter I Wrote for Gold By The Inch                          

40:       1986: Unique Testimonial Story Booklet I Created for Gold By The Inch                          

41:        1991: DROP-DOWN OFFER, Direct-Mail Piece for Gold By The Inch                                    

42:        1986: 2-Sided “Renewal” Order Form I Created for SuccessTrak                                            

43:        1987: Cover Letter w. “Check Gambit”, Gift With Purchase Offer – Empire Cassette               

44:        1987: Canada target market letter – General Cassette                                                          

45:        1988: STICK LETTER – Magnetic Marketing System®                                                         

46:        1990: Article of mine, in DM NEWS, re. infomercials                                                            

47:        1990: POSITIONING ARTICLE of mine, in a niche (chiropractic) + much more                      

              recent Positioning Article, generic, in SUCCESS

48:        1991: Sales Letter for Psycho-Cybernetics Home Study Course                                            

49:        1991: Ad for My Cassette Programs in ENTREPRENEUR                                                   

50:        1992: Workshop Brochure for Small Business Emergency Survival System                            

51:        1992: Original SUCCESS EVENT Brochure – with Zig Ziglar, Peter Lowe and Me            

52:        1993: BUCK SLIP with Big Bonus Offer                                                                              

53:        1993: BOOK AD TO ENTER NICHE (MLM industry)                                                            

54:        1993: ADERTORIAL/AD HYBRID EXAMPLE                                                                      

55:        1993: Original Version, My Famous “$4,000.00 A Day In Your Underwear Ad” for           

              JPDK (Jeff Paul)

56:        1993: Cover of the original “Little Yellow Book” for JPDK

57:        1993: OPPORTUNITY AD – for another client                                                                      

58:        1993: TESTIMONIAL LIFT NOTE EXAMPLE                                                                      

59:        1993: One of my most clever pieces – VIP DISCOUNT LIST EXAMPLE                               

60:        1993: “Atlanta Sinkhole Kills 2” Lift Note                                                                             

61:        1994: MAGALOG: Original Magalog for No B.S. Marketing Letter                                     

62:        1994: Original Masthead Photo, No B.S. Marketing Letter                                                     

63:        1994: Evolved SUCCESS EVENT Brochure – with addition of celebrity speakers                   

64:        1994: ORDER FORM – Mine, from the Success Events                                                       

65:        1994: “ONE SHEET” – My Speaker ‘Brochure’

66-68:  1994: LITTLE YELLOW BOOKS – I believe the first two to “copycat” the Jeff Paul/                 

             JPDK Little Yellow Book.

69:        1990: IRRESISTIBLE OFFER AD – Free Las Vegas Vacation by Bob Stupak                    

70:        1990: LIST BUILDING “TRICK” – Bob Stupak                                                                  

71:        1994: IRRESISTIBLE OFFER DIRECT-MAIL PIECE – Bob Stupak                                    

72:        1995: My Fax-On-Demand Reports/Sales Letters Catalog (UNIQUE Piece)                           

73:        1996: My Seminar Ad – “Double Your Income – Fast”

74:        1996: TESTIMONIAL LIFT NOTE – from Greg Renker + complete sales letter to                   

             speakers it was first used with

75-76:  1996: “ANNUAL REPORT”-FORMAT PERSONAL BROCHURES                                     

77:        1996: EARLY NICHE MARKET BOOT CAMP Promotion (photography studio owners)           

78:        1996: ENVELOPE TEASER COPY EXAMPLE – from Gary Halbert                                      

79:        1996: REFUSAL OF MY AD – Letter from Nat’l Infomercial Association & “The Ad                 

              They Refused To Run”

80:        1997: ANTI-COPYCAT COMPETITION AD – I wrote for Joe Polish                                      

81:        1996: “READ THIS ONLY” Cover – I wrote for Joe Polish                                                     

82:        1997: “EXPOSED!” Ad – I wrote for Joe Polish (since used by many)                              

83:        1997: TESTIMONIAL AD – I wrote for Joe Polish                                                                 

84:        1997: “LITTLE KNOWN” Opportunity Ad – Brian Kay                                                            

85:        1998: “TOXIC WASTE DISPOSAL BAG” Direct-Mail Piece                                                   

86:        1998: Nightingale-Conant Sales Letter for my Psycho-Cybernetics info-product               

87:        1998: Nightingale-Conant “TRUE STORIES”-Format Testimonials for P-C                       

88:         1998: “STEAL – WITHOUT A GUN” Sales Letter                                                                

89:         1998: “LITTLE MONEY” GRABBER Sales Letter (for Power-Points)                                     

90:         1998: Sales Letter Sequence Step (for Power Points)                                                          

91-93:     1998: My Catalog Business DISCOUNT OFFERS                                                              

94:         1998: Further Evolved SUCCESS EVENT Brochure (New Buy 6, Get 1 Free Offer)              

95:         1998: “Scariest Direct-Mail Piece I’ve Ever Received”                                                         

96:         1998: My Version of ‘Desperate Housewife’ Ad                                                                   

97:         1998: “#1 PRACTICE GROWTH GURU” Front Page Promotional Piece                               

98:         1999: NEWSPAPER PAGE FORMAT SEMINAR BROCHURE (My SuperConference)      

99:         1999: “NAME YOUR PRICE” Offer (SuperConference)                                                       

100:       1999: POST-SUPERCONFERENCE REPORT – Sales Letter                                                   

101-102: 1999: CATALOG PAGE, Nightingale-Conant, for my Magnetic Marketing System®               

103:       1999: POSITIONING ARTICLE to niche (MLM)

104:       1999: CATALOG ADS for two of my products (Nightingale-Conant)                                      

105:       1999: The Nightingale-Conant version of the main sales letter for my                             

               Magnetic Marketing System®

106:       1999: THEMED SALES LETTER for a seminar-in-a-box info-product                                    

107:       1999: NO B.S. MAKE-MORE-MONEY CATALOG                                                              

108:       2000: “I VOTED MYSELF OFF THE ISLAND!” Gold-Plus Coaching Sales Letter                  

109:       2000: SEMINAR LEAD GENERATION INSERT EXAMPLE                                               

110:       2000: Cover of Package for Testimonial Audio Cassettes                                                    

111:       2000: “WHAT IF?…” HEADLINE/SALES LETTER EXAMPLE, I Wrote For                           

              Greg Stanley.

112:       2000: “MISSING OUT ON” BOOT CAMP IN BOX SALES LETTER – I Wrote For

              Joe Polish

113:       2000: My Favorite Sales Letter That Was Never Mailed – I Wrote For Joe Polish                   

114:       2000: BIG BRIBE LETTER – for No B.S. Marketing Letter                                                  

115:       2000: “THE FREE MONEY LETTER” for joint ventures – I Wrote for Michael Kimble         

116:       2000: CATALOG of Psycho-Cybernetics Products                                                              

117:       2000: Testimonial Collection Form, Version ‘A’                                                                   

118:       2000: Testimonial Collection Form, Version ‘B’

119:       2000: POLITICAL AD – My Anti-Gore Ad                                                                         

120:       2000: POLITICAL AD – My Anti-Hillary Ad                                                                      

121-122: 2000: “HOW TO GET RICH” Lift Notes – Written For Joe Polish and Rory Fatt                     

123:       2001: FIRST CONTINUITY SALES LETTER for No B.S. Marketing Letter                        

124:       2001: BOOT CAMP IN BOX Sales Letter – “confrontational approach”                                  

125:       2001: TELE-SEMINAR RECORDINGS Sales Letter                                                           

126:       2001: “S. MOUSE LETTER”                                                                                            

127-129: 2001: RENEWAL LETTERS for No B.S. Marketing Letter                                                    

130:       2001: “LIFETIME OF SECRETS” Sales Letter                                                                    

131:       2001: Australia Version of Lifetime Of Secrets                                                                    

132:       2002: LIFT NOTE – Outstanding example from Dr. Tom Orent                                             

133:       2002: The VERY UGLY Letter                                                                                           

134:       2002: “JAMES BOND ENVY” Letter – I Wrote for Michael Kimble                                        

135:        2002: “OPEN LETTER TO” Full-Page Lead Generation Ad                                                  

136:        2004: Re-Work of same ad (#135) with Celebrity                                                                

137:        2003: SPECIALTY BOOT CAMP Sales Letter for Consulting/Coaching Business                 

138:        2003: CUSTOMIZED ORDER FORM for a ‘Host”                                                              

139:        2005: CELEBRITY ENDORSER AD for a local business                                                   

140:        2005: “WHY – COACHES” Article I Wrote, used by many to sell coaching                    

141:        2006: By Bill Glazer – Full-Page Dan Kennedy Ad                                                              

142 -148: 2006: Assorted Advertising/Marketing I created for Miracle-Ear®                                   

149:        2007: APPOINTMENT, NO SALE FOLLOW-UP LETTER EXAMPLE                                

150:        2007: MEMBERSHIP UPGRADE LETTER – “Letter Of Regret”                                        

151:        2007: SUPERCONFERENCE BROCHURE Featuring Gene Simmons (KISS)                 

152:        2009: “Unsettling” Outer Envelope                                                                                     

153:        2009: By Bill Glazer – “RUSTY OLD TYPEWRITER” POSTCARD                                     

154:        2010: “Penguin & Polar Bears” Letter’

155:        2010: CEO LIFT NOTE                                                                                                    

156:        2010: LAST CHANCE To Get Off The Hamster Wheel                                                       

157:        2010: “IN CASE YOU ARE STILL UNDECIDED”                                                              

158:        2010:  PURLS, Drive To Web Site Picture Postcard                                                           

159:        2010: PROMOTIONAL BOOKLET EXAMPLE – Cover. (Complete Booklet In Deluxe           

               Edition of Archives) + Sales Letter

160:        2011: One of the best INFO-Summit Sales Brochures                                                        

161:        2012: MAKING GUEST SPEAKER RELEVANT Copy Example                                         

162:        2012: POSITIONING ARTICLE – from Success Magazine                                               

163:        2013: “Evergreen” Opportunity Ad – I Wrote For SafetyTechnology.com

164:        2013: COMIC BOOK FORMAT Marketing, done for me by Amazing Ad-Men                       

165:        Year Unknown: “For Adults Only”                                                                                      

166:        Year Unknown: Yellow Legal Pad Letter                                                                            

167:        Year Unknown: “THIS LETTER IS GUARANTEED”                                                          

168:        “Last-Ever” Registration Form

169-195:  Client Work – Examples from my work for Restaurant Marketing Systems

169:        2003: Giant Fold-Out Self-Mailer

170:        2005: “Binoculars Enclosed” Follow-Up Letter                                                                    

171:        2005: “Free Magic Book Inside”                                                                                        

172:        2005: Rory Is Sawing Kathleen In Half! – Postcard

173:        2005: Wally ‘Famous’ Amos – Magical Life Booklet

174:        2005: Mike Ditka                                                                                                             

175:        2006: How I’d Run The Circus (An Homage To Dr. Seuss)                                             

176:        2006: George Foreman CD Label

177:        2006: “Not All Members Are Receiving This Letter….”                                                        

178:        2006: “Red Clown Nose”                                                                                                  

179:        2006: “Read This If You’re Going To Say No”                                                                    

180:        2006: From Oscar The Obnoxious Elephant (my favorite created character)

181:        2007: The Angry Monkey Letter                                                                                        

182:        2007: The Zoom-Zoom Letter                                                                                            

183:        2008: Paris Hilton – “It’s Hot!” Envelope                                                                            

184:        2008: Grabber Mailing                                                                                                      

185-188: 2008: Five Alarm Fire                                                                                                       

189: 2008: (For A Good Time) Call Me! Kristi

 

190: 2008: I Dare You To Read

 

191: 2008: Endorsed Mailing Example

 

192: 2008: Viva The Clumsy Cleaning Lady

 

193-195: 2009: Deal Or No Deal?

 

PRODUCT                                                                                                                                    

 

196:        1960: Psycho-Cybernetics Record Album Cover

197:        1975: Answering Objections (MLM) Cassette Album Cover

198:        1979: Audio Cassette Care Instruction Card (!)

199:        1979: Foster Hibbard                                                                                                       

200:        1979: Jack Canfield Cassette Album Cover

201:        1979: Success Trak: How To Talk….

202:        1979: Why People Fail Album Cover

203-209: 1985: SuccessTrak: my teaching notes

210:        1986: Training Album Given To Speakers, To Teach Them How To Sell Their Products        

211:        1980: Typical back cover format for cassette albums                                                         

212:        1981: Top-selling staff training product

213:        1983: Two products I developed for a major B2B catalog company                                      

214:        1983: Cover, Course for speakers                                                                                     

215:        1983: SuccessTrak “Product Bundle” Notebook Cover                                                        

216:        1988: My product, Ready To Go Sales Meetings

217:        1990: $100,000.00 Target System cover – actually Magnetic Marketing for Real Estate        

218:        1997: Magnetic Marketing for Chiropractors                                                                       

219:        1989: Complete Copy: “63 Killer Marketing Strategies” Manual                                     

220:        1997: SUCCESS Events Souvenir Book

221:        2003: How The Renegade Millionaire System began…                                                     

222:        Date Unknown: “No B.S. Spray”                                                                                     

 

CONTENT                                                                                                                                      

 

223:        1972: First Content Writing Project – Paycheck Stuffer Booklet                                      

224:        1972: Sales Letter used by Publisher (for #223)                                                                

225:        1972: “Success Vitamins”                                                                                               

226:        1975: Vitaminds Illustrated Page (Dr. Edward Kramer)                                                      

227:        1972: Financial Success Statistics (on which Income and Wealth Pyramids are based)       

228:        1972: “IF” copy                                                                                                              

229:        1981: “How Can I Tap More Of My Potential?” – Complete Sales Presentation            

230:        1980: Content Example from Training Course for chiropractors                                          

231:        1982: My “Seven Fundamentals Of Practice Promotion”

232:        1982: Welcome Kit/Shock ‘n Awe Package Contents List for chiropractors                         

233:        1983: Overview of System taught to chiropractors in 2-day training                                    

234:        1985: Notes summarizing Chiropractic Marketing Boot Camp                                            

235:        1987: Slides – from presentation (#231) – leading to offer                                             

236:        1985: The famou

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