Sneaky Marketing

By: Dan Kennedy on: September 9th, 2010 3 Comments

I’m often asked how do you FEEL about “sneaky marketing”???

Ah, virtually ALL marketing is sneaky, to one degree or another. An extra tall can with 3 ounces less peas than the regular size can. The advertorial, the infomercial, the fake check, a-pile mail, it’s ALL sneaky.

Then I’m asked how do you FEEL about “gimmicks”?

Some shudder. Some insist “their clientele” is “above” gimmicks. And on that subject, I will deliver a lesson from my Renegade Millionaire System, in brief, reinforcing a conversation had with one of the VIP groups:

  • Demographics do NOT alter strategy.
  • Demographics do NOT alter copy.
  • Demographics may alter (only) presentation.

The $1.00 bill letter may become a $100.00 bill letter. The fake Express Mail envelope may become a real Fed Ex. The free report may have a fancy cover.

But do NOT get lazy about testing.We had two big examples at these recent meetings of meticulous test: pure sneak-up, a-pile envelope vs. envelope awash in teaser copy. A-pile version lost by huge margins.

Why gimmicks work at every level.

Because everybody’s bored, at every level. Because everybody’s overwhelmed, at every level. Because people are people, buyers are buyers, at every level. Because people at every level like to have fun. Be amused.


Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

3 Responses

  1. Interesting. So the MESSAGE never changes, but the MARKET determines the MEDIUM.

  2. Rob Anspach says:

    In reality it’s good not to be complacent with your marketing!
    Always test the marketing, understand the medium being used and drive home the message!

  3. I can say from experience that most clients are NOT “above” gimmicky, fun, interesting marketing done to them.

    I recently tried something out that actually scared me a bit to even test… and my marketing actually got passed around the office and I’ve gotten compliments from his staff… and many thousands of dollars in revenue from the client in the past month.

    I won’t name names… but… I will say that he runs a multi-million dollar business.

    Just goes to prove that everybody likes originality and something a little different!

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