I love Dan Kennedy. Not in a weird way. 
But Dan Kennedy was the guy who initiated me into the world of direct marketing, andlater, into Internet marketing.
The very first marketing seminar I ever visited was Dan Kennedy’s $2000 Infomarketing Summit in Dallas, Texas in November of 2005, where I first met Perry Marshall. (Who I am sure doesn’t remember me. But it was an amazing experience.
But there, Dan taught some controversial things that I just don’t think are true. Why not? Because Frank Kern does completely opposite things with great success.
This is a comparison of what Dan (actually Bill Glazer) taught at that seminar compared to how Frank Kern (who I would declare is the future of internet marketing) does.
| Dan Kennedy | Frank Kern |
| The quality of the product doesn’t matter. Good is “good enough”. Most people don’t use it anyway. | Of course the product has to be high quality. The higher the better. |
| You should write very big to waste a lot of paper and make it look bigger than it is.
Put a lot of CD’s in with little content. |
You should just create a normal-looking workbook, even if it is not that bulky. Bulky isn’t better.
Frank doesn’t compress things (sends out normal DVD’s and CD’s. But they contain the whole two hours for DVDs or 45 min of content if they are CDs) |
| Ugly is better. | Beautiful is better. Professional designers design Frank’s products. Ugly is only good if there is nothing competing with you—all things being equal—and in the internet marketing arena, all sorts of people are competing. |
| You should overpromise. Hype is normal. If you don’t have a 10% return rate, you aren’t promising enough. | You should overdeliver in advance. Every customer counts (just ask the FTC!). |
| Make packaging hard to put back together and return | Only return some small chunk of the package (like 1 DVD out of  to get a full refund. |
| Create lots of “Fake” launches using autoresponders, taped telcos, etc. | Frank Kern does this a little bit. But, if you go to the Mass Control site now, you will find that you can’t give him money, even if you try. |
Ok. You get the picture. Actually, these things are just logical, if you think
One Comment
I would say Frank Kern is head and shoulders above the rest. But that’s just my personal opinion. Kennedy/Glazer IS waaaay too over-hyped for me. I’ve NEVER been able to read their materials, marketing or otherwise.
But who doesn’t want to BE Frank Kern?