First, an admission - I'm a business coach and direct response marketer/consultant to the green/landscape-oriented small business industries (landscapers, sprinkler contractors, lawn care providers, landscape lighting contractors, garage floor and garage makeover contractors, Christmas lighting contractors, etc.) and I own all of Dan Kennedy's 'NO BS' books, as well as many others not in the series. I've attended 4-5 of his GKIC Marketing SuperConferences (held in the Spring each year), a couple of his InfoSUMMIT Information Marketing Conferences, and over the years have had access to most of the recorded/printed programs Dan has ever released.
That said, I've never questioned the value I've received from any of them.
No question, Dan Kennedy's 'NO BS' books have been controversial. Reading reviews here (on Amazon) over the years (many negative), you'd get the impression the books in the series are really only not-too-thinly-veiled vehicles to get people to buy his other books, programs, courses, conferences, etc. And to a great extent, that's true.
But what those negative reviewers seemd to largely miss - is that Kennedy (in all of his products, including the 'NO BS' series) is only practicing what he preaches/teaches/writes about in those books and products - to ALWAYS include a back-end, follow-on, up-selling/cross-selling offer or call-to-action, so that you can build a list of people who've bought any of your books/products, and then continue to offer that list other opportunities to acquire more of your 'stuff'on a consistent, on-going basis.
Dan calls it "building your herd" (a group of people who recognize the merit in 'it,' want 'it,' and are willing to buy 'it,' whatever 'it' is... if it comes from you [or Dan Kennedy]).
All this is not to say there's no value in the 'No BS' series... far from it.
Each of the books is chock-full of wisdom (both orthodox and off-the-wall), ideas, tips, examples, caveats, etc... presented in a humorous, sometimes caustic styel... and this latest book, 'NO BS Price Strategy,' is no exception.
In it, Dan deals with the 'sacred' cows of what you (believe) youcan or can't do with your pricing, knocks down the barriers that get in the way of using pricing as an aggressive profit-building tool, and gives you permission to get out there and give new/different ways of pricing your products/services.
As a business coach, one of the first things I ask new clients to do is - raise their prices... and after the anguished 'I'll lose all my clients' plea, I explain that the biggest challenge, the greatest resistance to raising prices is almost never in the mind of the person being asked to pay for something (especially if the value has been well-presented), rather it's almost always between the ears of the person who's setting the prices (think about what a Big Mac used to cost [I remember when they were 35 cents], versus what they charge for 'em today [nearly $4.00], and yet people still buy them at about the same rate).
Dan covers this aspect, and a myriad of other, provocative concepts, ready to implement into your business... in 'NO BS Price Strategies.' So, if you're the one in your company who sets prices, and you're an open-minding, ambitious, and a willing to 'move outside your comfort' kind of person, then this book is for you... and your business will never be the same.
On the other hand if yours is a skeptical, stuck in the 'way things are,' 'people will never pay more' mindset... and you're not willing to allow yourself or your company to become 'more,' then give this book a pass and leave a ton of future profit on the table... choice is yours.
Dave Harrington
Ottawa, Canada
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- Reviewed in the United States on July 23, 2011
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Top reviews from other countries
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Aurélien AmackerReviewed in France on January 20, 2016
Livre indispensable pour les entrepreneurs
- Rob FReviewed in the United Kingdom on September 20, 2013
A must-have for any Business Owner/Entrepreneur.
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