Aviation Marketing Book Club – The Ultimate Marketing Plan by Dan S. Kennedy
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Aviation Marketing Book Club – The Ultimate Marketing Plan by Dan S. Kennedy


(upbeat music) – Thanks for joining us
for this weeks episode. I’m Paula Williams. – I’m John Williams. – And we are ABCI and ABCI’s mission is– – To help all you ladies
and gentlemen out there in the aviation world sell
more products and services. – Absolutely and to that
end, we have a book club. – Yeah, we got some discussed books. – Absolutely. – And the authors. – And the authors (laughs). And some of them, the
authors we actually know, which is kind of cool. – Exactly. – And this month is no exception. We have Dan Kennedy’s “The
Ultimate Marketing Plan,” which is a classic in the
sales and marketing category. And we talk about what we love and don’t love about the book. And our Mickey Gamonal is
our book club facilitator and does a great job of
narrating these things. So before we get into that,
this episode is brought to you by our Aviation Sales Basics Course which we’re doing a grand
reopening for in August. August 1st is our next iteration, so if you want to reserve a seat, we are doing limited seating
so we can give everybody lots of attention and things like that. So we developed the course because of what we do in marketing, right? – Yeah, self defense.
– In self defense. We’re finding that in a lot of cases, we’re developing a lot of
leads or a lot of prospects for the companies that we work with, and then they may not have people on staff who are comfortable calling these people. And you know, furthering the sales process and being that human
connection that they need. – They don’t understand
sometimes the difference between cold leads and warm leads
and why it should be more comfortable calling the
people that want to be called. – Exactly and the difference between being a professional sales person
and being used car salesman. Or the difference between being
a professional salesperson and being an order taker, both of which are equally annoying to customers, right? – Exactly. – Okay, so this course will
help you close a lot more sales and feel a lot more comfortable
picking up the phone and closing those sales and
making those connections and building those relationships. So you can reserve your seats anytime now through August 1st,
will be our next iteration. And then we’ll probably
be doing it quarterly or semi-annually, depending on demand. – And without further ado. – Let’s jump right in. – Thank you for joining
us with ABCI’s book club. Today we are talking about
“The Ultimate Marketing Plan.” This is a good book. It’s good in the fact,
well before I get into it, let me just say that I finished most of it and I liked it for the most part. But I want to know what you
guys think, so let’s start. Last time we started with mom. This time we’ll start with John, go ahead. – Well, there was a lot of stuff in there, but I think it got, I
guess I’ll say too techy. If you know what you’re reading
and it’s easy, it’s good. But if you’re a newbie, it’s
gonna be kinda confusing I think, but that’s just my take on it. I liked a quote again. (laughs) – Go for it, hit it. – He’s talking about creating
short term sales surges. And on page 145, and he
says in big bold print, “Big discount, believable reason why. “So you want to make short term sales.” And he says, “Excess inventory,
out-of-date inventory, “service time during the off-season, “you see all this stuff all
over stores all over town. “Such merchandise can often
be sold at big discounts, “but it’s important to
remember the current high level “of skepticism and
cynicism of your public, “i.e. me when I go downtown
and see all this stuff “all over the stores. “Many outstanding discount
offers fail miserably “because the intended buyers smell a rat.” And then it goes on to say,
“If you’re running a fire sale, “make sure they see the charred timbers.” (laughing) – Right? – And so on, that whole section I thought hit the nail on the
head, not just for people with small businesses but owners of larger brick-and-mortar
stores and so on. Guilty, guilty, guilty. – In San Francisco, we
were just recently there, and every time we go to San Francisco, which is a tourist town, you get a lot of people that come and go. So a lot of people have
never been there before. And they see this antique
store on the pier, so they’re thinking,
“Oh great, this is stuff “from ships that’s just been unloaded, “and they’re going out of business. “And what are the chances
that I would be here “on the day that they’re
going out of business?” Every time we’ve been to San Francisco, this place has been going out of business. And we go pretty frequently, right? – We’ve been there since
I lived in San Francisco. – And they’ve been going out of business and having things 70% off forever. And then they change
the name of the company, and they do the same thing again. It may be believable
to their target market which is the just off the boat tourists. You know, the cruise ship
folks and things like that that have never been to
San Francisco before. And maybe their english isn’t so good. It’s not something that… I guess a tactic known
is a tactic blown, right? – Yeah, absolutely typically. I think you’re right. I think especially for you
guys in the aviation business, I would imagine the majority of people hold on to their money pretty tightly. And if they can see a reason
not to buy from X or Y, that will be their excuse. That will be their reason. Like, “Oh, this seems false.” If you go around every month saying, “Hey, we have a fire sale.” Who’s going to believe that
it’s really a fire sale? And especially if it comes in waves, which a lot of businesses do. Like for me, I have a
subscription to this business called House Seats where they give me free tickets to shows
on a subscription basis. I will wait until they go
through their annual sale to go out and purchase my subscription, because I know eventually that there’s a better deal coming along. And if you are out there saying, “Hey, we’re going to set you
up because of x, y or z.” You should probably
make it very clear that you’re being honest, because
people do look for dishonesty. They look for a reason not to buy. I think that that’s a really good point. – There was a lady that used to sell, and I’m not gonna get into
names or anything else, but aviation is a really small world. And there was a lady that
used to sell art at air shows, and her backstory was that
she had been a military pilot and had been one of the
first female fighter pilots and you know, all of these things and had this particular rank and ratings and had been a test
pilot and had all these particular airplanes and things like that. You know what? There’s the internet. (laughs) You know, and she got
called on it on Facebook. She ended up having to
delete her entire store and everything else because
she was found out as being – A fraud.
– Dishonest. And this makes no difference
to the art she was selling. You know I thought it was actually really nice-looking paintings
and things like that. But nobody would want
to own one if they knew that she had been selling this backstory, and that’s part of what you
buy when you buy art, right? – Absolutely, like imagine
you’re showing your friend this piece of art and
you’re telling the story that probably came in a
little cool 3×5 index card with the painting that you bought. And you’re explaining to
them da, da, da, da, da. And they turn and look at
you and say, “BS.” (laughs) Oh that’s a lot of you
know, she got found out as a fraud at the last trade show. Like wouldn’t you know it? All of a sudden that art work is not doing what you want it to do. (laughs) Like it is doing the
absolute opposite, you know. Whatever x amount of dollars
you spent on the artwork has been not just wasted
but completely wasted. You wish that you never even considered making that purchase.
– Right. Just imagine if you had
that painting hanging in your law office or
something like that. (laughs) Like I wouldn’t have nothing
to do with this person. You know, that’s not something I want to be associated with. – Absolutely, yeah. And again, we talk about ethical marketing and ethical business practices
and things like that. Like I say, there’s
enough money out there. You keep that growth mindset
where there’s enough options, there’s enough customers out there, that you can do what
you want to do honestly, as long as you’re providing
some sort of value, you’re a million times better off. – Right, I think she would
have been much better off if she’s told the story
behind the airplane she had painted or behind the pilot, the story that she was painting. Just as good of a reason to buy a painting than having to spin
something that’s not true. There’s plenty of great stories. – Absolutely, absolutely. – My biggest beef with
the book was the title. “The Ultimate Marketing
Plan”, it makes you think that it’s going to be
complete, number one, and that it’s gonna be a plan which I think as kinda like a blueprint. And it wasn’t really that. You know you kept looking
through it looking for the plan. What’s the plan, you know? – Pieces and parts and
they didn’t even bother to try to weave them together. – Yeah, it was kinda a
progression and stuff. And it was a set of steps,
but it didn’t strike me as being… And I know Dan Kennedy is
probably gonna smack me for this, but we actually enjoy Dan Kennedy. I’ve been on the hot seat
in his panels before. He is not a nice person. – He certainly is, just not
in a business situation. – (laughs) Exactly, that’s
what he’s famous for. You know, he’s really tough on people. So I’m gonna be tough on him,
because that’s fair, right? – Yeah.
– And I think that’s the problem with the book. I think the title’s false advertising. I think it gives people the impression there’s going to be a
blueprint that you can follow and it’s gonna be like
a blueprint to a house. This goes here. This goes here. You put it all together, and it’ll work. And I don’t necessarily think
that’s what the book is, which doesn’t mean it doesn’t have value. It’s just not really a plan. – Yeah, exactly. – No, I agree. I can kinda hear his voice in it, too. He definitely does read very intense. And it’s another one of those
books where it’s just like boom, boom, boom, boom, boom. It’s not super user-friendly. I mean maybe more if you
have the marketing background where you can like agree
and consider each statement. But if you don’t have
a marketing background and you’re going through this, it’s a lot of jarring
statements, you know. Like, “You need to do this now.” And, “You need to do this yesterday.” You know and it’s just like in your face all the way throughout. But I do want to highlight
at the end of the book, I love it when authors do this, where they say their ultimate things. They say like the general things. So there’s four marketing sins. One is being boring. Two is wasting your weaponry
aiming at the wrong targets. Three is taking your
customer’s loyalty for granted. And four is letting a customer leave angry without first exhausting every means at your disposal to resolve the dispute. So I’m happy that at
the very end of the book he acknowledges his
specific grandiose ideas, just single statements,
boom, boom, boom, boom, rather than chapter to chapter just like looking over here
and then looking over here. It’s just so much information
that it gets so intense. But I like at the end of
the book where he just, you know, kinda simplifies
it and draws it out. And I really like the amount
of information in here. For sure.
– Right. It was a nice finish on that book. I think my favorite part
is the four marketing sins. I mean if you just don’t do that, you’re gonna be a thousand times better. And I would add random acts of marketing which I know he talks
about in other books. I don’t know why that
wasn’t one of his sins. Maybe it was wasting weaponry was kinda a random act of marketing. But I think that’s a
nice way of putting it. – Well, the thing about
Dan is he started off door-to-door sales. And everything you read about
in his book is for real. He experienced it. He learned from it. He’s teaching you had to get around it and how to use it to your best advantage. You may not like his style
of presenting the data, but he’s right on. And he’s made himself a millionaire several times over. – Oh yeah, he charges,
I think, I don’t know what his rates are nowadays. I think it’s over, in the
hundreds of thousands a day for a consulting day, and you have to book like four days in a block. And it’s like six months in advance. So obviously what he’s doing
is very successful for him. He’s come from nothing and
made this business for himself. So you can’t argue with success. And he, like Gary Vaynerchuk,
I think is jarring for effect. And it works for them, so you know, can’t argue with that either. – Exactly. – Not my style. (laughs) – Yeah, no, definitely. He seems very, very intense. But very accurate, you know. Definitely a tone of
finality in each sentence. – This is the way it is, and these are the seven deadly sins or
the four deadly sins, right. (laughter) – I mean it is, it’s
kinda Cro-Magnon based which is off-putting, you know, for your Twitter startup
guy who is just like eating pizza and
longboarding across campus. The accuracy can’t be argued with. I think you’re right on that one. Overall, pretty solid book for me. – Excellent, so thumbs up, thumbs down? – I’d give it a thumbs up probably 75%. It’s not something I would recommend to a kid at a lemonade
stand, but it’s probably pretty good for anybody who’s
actively marketing as well. – I think it needs to be
something you would read after you’ve been through business school and realize they don’t know what they’re talking about in marketing class. – Right, after you’ve thrown
out the first pancake. – Pretty much. – And how about you, Mom? What’d you think? – I have to give it a thumbs up just because it is very
high-quality material. But it is not what I would
call a marketing plan. You know, I would hope this is not somebody’s first book that
they read about the topic. And so, yeah, I totally
agree with your assessment about your recommendation for
reading something else first. Read Seth Godin first. Read somebody else first. – Yeah, I can agree with that. Well, cool, sweet. – [Paula] Thanks for joining us. This episode, once again,
has been brought to you by our Aviation Sales Basics Course. If you or your team need
to build the confidence and or the skills to sell more aviation products or
services, and that includes charters, brokers, FBOs,
flight schools, all that stuff, then reserve your seats now. This episode has also
been brought to you by Gamonal Tutors who can
help you with test-prep, with your kids having issues in school, all kinds of things, anything
having to do with math in the Las Vegas and or Skype universe, which pretty much includes everybody. So looking forward to
seeing you next time.

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