Dan Kennedy, however, came from the opposite school of thought. His philosophy was never about waiting for customers to find you. It was about finding them. Through his prolific No B.S. Marketing Letter, his concept of "Magnetic Marketing," and his sought-after seminars, Kennedy taught a generation of entrepreneurs to be disciplined, data-driven, and direct. He was the master of finding an ideal customer, writing copy that spoke directly to their needs, and making them an off

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