Marketing is formulaic, which is not the same as saying that template-based or generic campaigns are effective (they're not usually). What we mean is that there are three parts to every marketing formula, regardless of business. dan kennedy marketing triangle Candy is a huge fan of Dan Kennedy, the direct mail marketing guru. Regardless of how you feel about direct mail, you can't argue with what a man says when he consistently gets paid $25,000-$100,000 to write ONE sales campaign, plus royalties on the business generated by that campaign! Here then, is his representation of the marketing triangle (<-- which we operate from). Once we identify what your market is really like, then we create the best message for them (one that makes them want to fund your next round-the-world cruise), and select the best means of delivering that message.