Book
Magnetic Marketing
Dan Kennedy
A direct-response system for attracting the right customers instead of chasing them.
About this book
Dan Kennedy's approach starts with a clear message matched to a specific market, delivered through the right media, so the right customers come to you.
It's a practical counterweight to brand-only marketing, with every effort measured by the response it produces.
How to use it with the book
Kennedy's message-market-media triangle is segmentation and targeting in practice: read it with Module 2, then Module 6 when you choose where the message runs.
Related resources
- PodcastBy the author
Entrepreneur Q&A with Dr. Greg Watson
Dr. Greg Watson
Real questions from real founders, answered in two to four minutes.
Modules 1, 3, 6
- PodcastBy the author
Move at the Speed of Culture with Dr. Greg Watson
Dr. Greg Watson
How cultural signals, platform shifts, and digital trends change what customers pay attention to.
Modules 1, 2, 5