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No B.S. Price Strategy: The Ultimate No Holds Barred Kick Butt Take No Prisoner Guide to Profits, Power, and Prosperity Paperback – June 1, 2011

by Dan S. Kennedy (Author)
4.4 4.4 out of 5 stars 243 ratings
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No B.S. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Guide to Extraordinary Growth and Profits
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What's the right price for your new product? Millionaire maker Dan S. Kennedy and pricing/marketing strategist Jason Marrs empower small business owners to take control of their profits by taking charge of the source: their price. Entrepreneurs are dared to re-examine their every belief about pricing and take a more creative, bold approach, using price to their extreme advantage and allowing them to be as profitable as possible. Liberating small business owners from all fear and timidity toward pricing, Kennedy and Marrs teach small business owners uncover how to avoid the 9 ultimate price and fee failures including excess concern about competitors’ lower prices, attracting customers who buy by price, and not offering premium pricing options. They also reveal how to discount without damage, the secret to price elasticity, how to break free from the price-product link, and, most importantly, how to set prices for the greatest profits.

Kennedy and Marrs disclose little-known revelations about the power of pricing including: 

  • The 9 ultimate price and fee failures 
  • The trick behind discounting without devaluing 
  • The 5 price-related propositions to be concerned with 
  • The million-dollar secret behind “FREE” 
  • How to win price wars with competitors 
  • Includes access to price strategy support tools at www.simplepricingsystem.com 
  • Covers pricing strategies specific to recessions

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Previous page
  1. Part of series
    No B.S.
  2. Print length
    242 pages
  3. Language
    English
  4. Publisher
    Entrepreneur Press
  5. Publication date
    June 1, 2011
  6. Dimensions
    6 x 0.75 x 9 inches
  7. ISBN-10
    1599184001
  8. ISBN-13
    978-1599184005
  9. See all details
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Editorial Reviews

About the Author

Dan S. Kennedy is the provocative, truth-telling author of the popular "No B.S." book series; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.

Product details

  • Publisher ‏ : ‎ Entrepreneur Press; 1st edition (June 1, 2011)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 242 pages
  • ISBN-10 ‏ : ‎ 1599184001
  • ISBN-13 ‏ : ‎ 978-1599184005
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 6 x 0.75 x 9 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 243 ratings

About the authors

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  1. Dan S. Kennedy

    Dan S. Kennedy

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    Full content visible, double tap to read brief content.

    Dan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.

    As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities. Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year.

    Dan lives in Ohio and in northern Virginia, with his wife, Carla, and their Million Dollar Dog. He owns, races and drives professionally in about 100 harness races a year at Northfield Park near Cleveland, Ohio, accessible at http://www.NorthfieldPark.com and frequently televised on the TVG cable network.

    For more information check out my blog at www.dankennedy.com/blog/

    See more on the author's page
  2. Jason Marrs

    Jason Marrs

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    Full content visible, double tap to read brief content.

    Jason Marrs is an intense innovator and pricing/marketing strategist coaching entrepreneurs and professionals to overcome price reluctance and resistance, to stop leaving untold sums of money on the table, and to finally get paid all they are worth—so they can have the freedom and security to enjoy the important things in life – such as family.

    He is also an in-the-trenches entrepreneur with successful business interests in healthcare, education, publishing, and consulting. Learning from champions of business’ real purpose, he is unapologetic about putting his wife and two young children before all else, and living proof that business success and a happy home life can coexist.

    Jason lives in New York with his wife, two young children and a menagerie of pets.

    For more information visit www.StrategicPricingCenter.com

    See more on the author's page
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Customer reviews

4.4 out of 5 stars
4.4 out of 5
243 global ratings

Top reviews from the United States

Weedavie
5.0 out of 5 stars Kennedy always guaranteed to to provoke those with closed minds...
Reviewed in the United States on July 23, 2011
Verified Purchase
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
8 people found this helpful
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Loren Woirhaye
5.0 out of 5 stars Excellent information at the price
Reviewed in the United States on April 21, 2012
Verified Purchase
Much of the information in here is nothing new if you
are already familiar with Dan Kennedy's general gist.
He's been talking about premium prices now for many
years this book largely summarizes his thoughts and
experience on the matter.

Despite the predictable content for readers familiar
Dan Kennedy/Jay Abraham (et al) school of business
thinking, there is some brainy stuff in the back.
The more complex arithmetical stuff draws from
Larry Steinmetz's work. Kennedy gives credit where
due to Steinmetz, but if you really want to grasp the
nuances of Steinmetz's pricing and sales tactics,
you should be reading Steinmetz as well.

Overall it's pretty good and a great value in terms
of knowledge passed for the price... which Kennedy
mentions and explains why the book includes such
high quality information at a such a modest price;
low-price, high grade entry-level, bookstore friendly
information products are an important part of his
lead generation system.

Some of these no B.S books are better than others.
As a general rule, the more chapters in the book
Kennedy wrote, the better the book. He is really
in a class of his own and his co-authors are seldom
at the same tier in terms of profundity and
articulation of the ideas.
6 people found this helpful
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Damian Gil Lozano
4.0 out of 5 stars Great book to understand profiting, margins and pricing strategies to get the max out of your business!
Reviewed in the United States on February 15, 2013
Verified Purchase
Every chapter of this book is worth reading 3+ times for the serious business person to fully get the meaning of each word, example and idea. I love the fact that this book is founded in experimental evidence and not theory. I hate theory related to business and here is not one bit. And anyone who values that will get this book right now. Dan Kennedy is straight-forward and fun to read.

However I didn't give a 5 star. As of February 2013 some offers included in the book are dead so I was left with a cliffhanger about knowing the many pricing strategies from Jason Marrs. It's amazing that Dan and Jason just let the offers die without any alternative offer. It's like the chapter warms your engines and get your wheels rolling, just to see that offer that would ad up more power gets you to a dead-end. That's not cool.

Apart from that the book is great. Every chapter is filled with useful information and it is presented in a simple, entertaining and practical way. Forget about complicated writing and repetitive ideas as with many books in the genre and specially the exhausted examples about big companies. This books brings the game down to Earth for the small and medium-sized business. However I could say that there's some pre-requisites to use this book effectively. First, you MUST understand Dan's way of marketing and selling (he has books on those specific subjects and he makes recommendations about them when relevant in the book) as this book is the turbo for that to maximize profits, margins and have more pricing control.
2 people found this helpful
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Robin Spencer
5.0 out of 5 stars Just Great
Reviewed in the United States on May 21, 2012
Verified Purchase
Dan Kennedy is always great. He truly does have a way to cut through the BS to what matters. This book was not at all what I had expected, maybe because of the guest authors.

It was more of an overview of prices, the history of prices and why things are priced and prices thought of in that way. Very eye opening.
He certainly gives you many ways to think about your pricing and ways to improve your offers to make your products and services easier to sell.. even at higher prices.

He will give you the confidence and ways to justify raising your prices even in a down market.
This book (Kindle version) was excellent and well worth the $10.
One person found this helpful
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Top reviews from other countries

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JEREMIE ZABSONRE
5.0 out of 5 stars .La méthodologie est très bien expliquée
Reviewed in France on July 25, 2021
Verified Purchase
Livre plein d'enseignement. C'est vraiment un "MUST-HAVE" pour faire perdurer son business.
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FABRIZIO S.
5.0 out of 5 stars Fondamentale
Reviewed in Italy on September 14, 2018
Verified Purchase
Impossibile non dare 5 stelle a qualsiasi prodotto di Dan Kennedy. Anche questo libro mi sta dando tantissime informazioni di grande valore per ottenere il massimo profitto con i prezzi più alti possibili.
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Ash Jones
5.0 out of 5 stars Really great info
Reviewed in Australia on December 3, 2016
Verified Purchase
Learnt a stack of great pricing and business information. Entertaining read also!
Read this book! Learn about sales. Do it.
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leandrot
3.0 out of 5 stars so so
Reviewed in Brazil on April 19, 2015
Verified Purchase
I was thrilled by Dan Kennedy's No BS Ruthless Management book so I bought this one. Unfortunately it did not live to expectations as the concepts and ideas presented are really basic and already applied in most real world businness. This book gave very little insight :-(
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Daniel Welsch
5.0 out of 5 stars I love all of Kennedy's books
Reviewed in Spain on February 19, 2016
Verified Purchase
This guy is a bit old and curmudgeonly, but I've gotten a lot from the books of his I've read (I think 5 or 6 in total). Useful advice, not for the faint of heart. Enjoy!
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