I grabbed a copy of Trust-Based Marketing by Dan Kennedy and Matt Zagula. Although Dan Kennedy's jointly authored books have been weaker than his other books, his Trust book was a pleasant surprise.
The book starts off by proclaiming that it will change your life. The book is really good. I'm not sure it is a life changer, but it is excellent. One of Dan Kennedy's best books.
It is filled with golden nuggets, but many of them take close reading and paying attention to what is being said. You have to mine them from gunk Kennedy stubbornly insists on including in each book of late, such as letting you know he never uses the Internet and he is somehow responsible for every marketing success on the planet. If a tribe in Ethiopia claimed direct mail is better than the Internet, Kennedy would likely refer to it. There are also a couple chapters didn't seem to fit in well with the book.
The chapter titled Don't Get Google Slapped was particularly odd. From reading it I don't think Matt Zagula (the chapter author) has any clue what a Google slap is. His solution: give yourself a brand name and refer to your service as something new, could be the poorest advice I have ever seen in a no B.S. book. Kennedy was wise not to put his name on the chapter.
If you sell life insurance and don't rank anywhere for life insurance terms, but call yourself anti-death insurance - ranking for your unique phrase is not exactly helpful when people are searching for life insurance.
But don't get me wrong, as I nitpick so my gushing review is not overlooked as being a Kennedy shill - overall this is an excellent book and I suggest every marketer and small business owner get a copy.
Here is a list of chapter titles:
Trust-Based Marketing as the Path to Wealth
Trust Without Trying is No Longer Enough
Understanding the Difficulty of the Task
What Do Clients REALLY Want to Know
How NOT to be Another Salesman
The Suze Orman Factor
Publish or Perish
All Media is NOT Equal
Creating Trust ONLINE - Pipedream
Don't Get Google Slapped
How Familarity Breeds Trust
The Unmatched Power of Affinity
Establishing and Asserting Your Authority
The Power of Prescription
It's Not What You Say, It's What They Hear
Astound and Amaze With the HOUDINI FACTOR and the Power of Dramatic Demonstration
The Role of Proof
The Cache Client as Its Own Form of Proof
The Power and Hazard of Leadership Position
The Power of Exclusivity
How Do You Know if You are Succeeding at Trust-Based Marketing
The chapter on how not to be a salesman is good, as it describes specific tactics and errors to make. The chapter also mentions how simple adjustments to how you are presenting yourself can make a significant difference in sales.
At the end of the chapter Dan recommends another book, which I have also found to be excellent.
Overall Grade: A.
Some of the topics have been addressed in other B.S. books, but it never hurts to have a little repetition, this time from a different perspective of creating trust in your marketing.
I already know I will be reading this again to pick up a few more gems. One thing I suggest is to first read the book. Just read it. As you go along you will find lots of tactics and ideas to implement. For a Dan Kennedy book this has more examples than most, so pay attention.
Then, go back and read it again as a textbook. Take notes, create an outline, keep track of what you can use now and ideas to use in the future.
The chapter illustrating the difference between what you say and what a prospect hears is really good, and should cause you to ponder how your marketing message is being received.