"I've been privileged to know Ken McCarthy. I am a fan of his
thinking and writing, and find him to be a great sounding board for ideas. I
can always count on Ken to look at a problem from all angles. The over-used
phrase, "out of the box thinking," really does describe how Ken's mind seems
to work, so he's hard to beat if creativity is what you want.
Ken is strong in nuts and bolts practicality as well.
For example, he introduced us to a talented media
professional who has turned out to be one of the firm's
most important hires of the last five years. He also gently
prodded us into expanding the range of services we offer. What
began as one employee experiment has evolved into an
entire department to the benefit of both our clients and
our bottom line."
President & CEO,
Niehaus Ryan Wong, Inc.
PR agency of record for Yahoo since 1995
Reviewing an historic presentation about the web Ken gave in San Francisco in 1994:
"This was a great talk for 1994, and it would still be a good talk today.
Most people still don't get the points you made..." - April 27, 2000
Jakob Nielsen, Ph.D.
User Advocate and Principal, Nielsen Norman Group
2704 Fairbrook Dr., Mountain View, CA 94040, USA
"Jakob Nielsen knows more about what makes Web sites work than anyone else on the
planet." Chicago Tribune.
Ken & Marc Andreessen
"If you want to know how to make money in direct marketing through the
Internet, there's one name you must inscribe on your Rolodex: Ken McCarthy.
Ken and his cohorts know how to extract direct marketing profits from the
Internet the way a mining company knows how to pull gold from the earth. They
live by the same credo as all smart direct marketers, i.e., that advertising
is salesmanship multiplied, and it's not creative unless it rings the cash
Accountable Advertising, Inc.
According to the October 2000 issue of Target Marketing,
Gary Bencivenga is the world's highest paid direct mail
copywriter weighing it at $25,000 per letter advance against
"Netscape has had several opportunities to work
with Ken McCarthy, including having Marc Andreessen as a keynote speaker at one of the first conferences focused on the Web as a viable business tool. We have enjoyed our relationship with Ken thoroughly."
Vice President, Corporate Communications
Netscape Communications Corporation
"...Hotwired's been credited with popularizing many of today's commonly accepted Web advertising practices - "banner ads" and "click through rates" for example - to the business world.
I credit Ken McCarthy with introducing me to the whole notion that the Web could be a viable place for advertising. I attended a talk of his in the early summer of 1994 where he not only predicted the evolution of the Web with uncanny accuracy, but also put the Web in a larger historical context in a most unique and fascinating way."
Vice President, Director of Sales
"Ken's been a regular speaker at my marketing conferences
since 1993 and Amacord's been managing our web site since 1995.
As people who know me well can tell you, I'm not easy on
vendors and I don't recommend experts, service providers,
and speakers lightly. Many are called, few make the cut. Fewer
still are invited back again and again.
I've been so impressed with Ken's mastery of marketing that I've included
examples of his ad writing in my books and courses. His involvement
in the Internet business dates back to 1993 and he has consistently
given his clients (including me and dozens of my clients who I've recommended
to him) straight, no nonsense advice in a field that is overrun with hype and
I know that there is a lot of
interest in e-marketing. I have
bought materials from, talked
with, met with and checked out
over 30 different "Internet
Marketing Gurus" over the past
year or so - and have had very
lucrative offers made to me to
endorse or partner with them.
I'm sticking with Ken. If
you are interested in
e-marketing straight talk,
he's the guy you want to talk to.
My highest recommendation."
Author, consultant, entrepreneur
"How to Make Millions with Your Ideas," "The Ultimate Marketing Plan Book,"
"The Ultimate Sales Letter Book," "How to Succeed by Breaking All the Rules,"
and "The Ultimate No BS Sales Success Book."
"I connected with Ken when he was in the process of organizing a conference with
Marc Andreessen on what, at the time, seemed a rather "far out" idea: commercial publishing on the World Wide Web. As far as I know, it was the first conference ever devoted exclusively to
this topic and it was certainly the first one offered to the Bay Area's cutting edge digerati community.
In a region with more new media visionaries than any other place on earth,
Ken has been one of the very first to grasp and articulate the significance that
the World Wide Web would have on all of us."
President, MediaSense, Inc.
Executive Director, NewMedia INVISION Awards Festival
1994 President, IICS, International Interactive Communications Society
"I've known Ken McCarthy since 1985 when he was offering
some very insightful and inspiring courses on educational
psychology in New York City. In fact, I was so impressed
by his work that I cited him along with Buckminster Fuller,
Alvin Toffler, and others as a source for my book
"Peak Learning" (Tarcher, 1991)
I therefore wasn't at all surprised that Ken became
involved in the Internet in 1993 and dedicated himself
to making it comprehensible for innovative educators
and small business people.
I recently had the opportunity to avail myself of
his consulting services regarding my web site. As
I said to him in a follow up e-mail: "Hail Master!"
I can't remember the last time I received such a
flood of immediately useful, on-target advice from any
consultant in any field. If you have an opportunity
to work with him, don't hesitate."
Ronald Gross, Chair, University Seminar on Innovation,
Thank you for your consultation. Your experience and insight helped me get through a labyrinth of issues. Without your guidance, I would have been trapped in a dead end -- for sure.
The Tax Toolbox program
"I learned more about Internet marketing in 15 minutes with
Ken McCarthy than I learned since first signing on to the Internet in '93.
Not only that, he also gave me some excellent general marketing
advice and pointed out some resources to help my business grow.
If you have a chance to get some of his time, grab it. The
return on investment is phenomenal!"
Dallas/Fort Worth Land Advisory
Heatley Capital Corporation
"I originally went to Ken McCarthy for
what I thought would be some routine
Internet advice. He was recommended by Dan S.
Kennedy, who calls Ken the only expert on the Internet
Soon, I found out why.
First, he insisted I explain what I hoped
to accomplish with my venture. I confess that
I thought this was a waste of time. However,
under his gentle but persistent questioning, the
fundamental flaws in my business plan became
obvious. I had been on the verge of wasting
a huge amount of time and money going down
a blind alley!
But Ken didn't leave it at that. He helped
redirect my focus on another opportunity,
one much closer at hand that I had already
had some success with but was risking
by diluting my attention on other projects.
Not only that, he directed me to a potential
partner who knows my field and has the skills
I need to take my business to a higher
Most Internet consultants would have been
hard at work selling me an expensive package
on my first flawed idea without a care in the
world as to whether it would benefit me or not.
Instead Ken treated me like a valued friend.
I'm glad I ran into him and I give him my
highest possible recommendation to anyone
who is looking for Internet services or
I personally feel you can't go wrong with his advice."
Barry A. S. Lycka BSC MD FRCP
"Today, with everyone and their brother touting themselves as
"Internet Marketing Gurus" there is one individual I've
discovered who cuts through the hype, hoopla and B.S. surrounding
the Internet. This man has consistently guided me towards the most
common sense, effective and economical ways to use the Internet
to build my business. His name? Ken McCarthy. I rely on his savvy
advice before considering any Internet marketing strategy.
I've also used his company, Amacord, as my web site designers and
managers because they understand what it takes to actually make a
profit on the Net when you're in the real world and not backed by
an endless amount of VC money.
I really can't say enough about the support and quick response I
get from them, especially Bettina, my web site designer. All my
questions and concerns are always answered immediately. Which
leaves me free to focus my energies on marketing and growing my
business instead of concerning myself with the technology and
programming. Bottom line is this: if you're looking for a way to
make the Web work for your business I suggest you talk with Ken
McCarthy. Period. End of story!"
Surefire Marketing, Inc.
"In our opinion, when it comes to marketing teachers, Ken is the voice of truth and reason in a crowded
marketplace of self-proclaimed gurus and wannabees.
We have attended the last three System Trainings, are System Club members, have bought the copywriting cd's and now RFM and Beyond
and have found Ken to be a terrific guide in learning what we should be doing to market and promote our coaching
business. In fact, after attending our first System training - we learned some things that made it possible for Otto to quit his day job and work in our
coaching practice full time."
Susie and Otto Collins
"I run a profitable Virtual Store (www.cmpexpress.com) selling computer hardware and software, and am a speaker at trade shows on how to make money on the Internet, I was excited to see some valuable material on promoting our site that I was not familiar with.
The Internet has been a fantastic tool for our company to attract additional business, and the information in your manual is complete, precise and accurate. You give the truth about how to be successful on the Internet. Congratulations on a job well done and keep up the good work".
Bryn Kaufman - President
Computer Market Place, Inc.
(Sells over $1,000,000 worth of computers per month via the Net.)
Thanks for all your help the last two and a half years. Although I knew very little about the Internet when you and I first met, your clear, patient explanations really helped me jump right in the new medium with confidence. Brian and Bettina were both wonderful too as they took care f all the HTML programming details needed to get my business web site up and running --and taught me quite a lot of HTML in the process.
As I've gotten more and more familiar with the Internet, I've been amazed to see just how many companies really do not understand Internet marketing and how it is different from marketing in other, more traditional media.
Even now, it appears to me that the basic majority of companies on the Internet are still making the kind of basic Internet marketing mistakes that you warned me about back in 1995. Every time I get on the Internet I encounter:
- irritating unwanted commercial advertisements flooding my e-mail box or posted to a Newsgroup discussion of say, philosophy;
- business web sites so overloaded with fancy, eye-catching graphics that the sits' pages take ten minutes to download on the typical computer (if the prospective customer waits that long!);
- commercial web sites that just brag about the company and offer no useful free information that might entice a prospective customer to visit the site and tell others to visit the site.
When I see such examples of Internet marketing mistakes I am very grateful to have been guided by your company's considerable expertise in marketing and the Internet and, especially, how marketing on the Internet is completely different from marketing in other media.
Thanks again for all your help. Because of your Internet marketing savvy, great customer service, and reasonable price, I feel like Amacord is a great asset to any company trying to use the Interest as part of an overall marketing plan."
"With all the hype and conflicting information out there, it was refreshing to get solid
information, clearly presented, and that struck a realistic balance between the technical and
practical. The information you covered will help me get my business operation on the "net"
far more quickly and cost effectively than would have ever been the case without this
For anyone considering using the Internet as a medium for business, your seminar will prove
well worth the investment. You provided the unvarnished truth in a straight-forward easy to
Golden Gate Financial Associates
"I want you to know, I think you are one of the
"best resources" about
internet marketing out there. I'm so glad I found you.
"I wonder if many of your students realize exactly what they've got by
participating in the System training?
"If a person will learn and "APPLY" what you and your staff teach, there's no
excuse not to make money online.
"It's the best financial "security" I've been able to find."
Larry Trocha Training Stable. Penngrove, California
I recently ordered one of Dan Kennedy's products which was a tape set of his last Super Conference.
Along with that Dan also sent me a copy of your report "Everything That's Important About Running A Business On The World Wide Web" etc.
You were featured on one of those tapes and I have to say that I probably gleaned more from listening to your half-hour presentation than I have from reading most books by so-called "experts" in the subject of the Internet.
Having listened to the tape and read the report I was impressed by the way you deliver your information about the Internet.
You present and teach it in an easy to understand non-technical way, which is exactly what I've been looking for. I also like the fact that you've been using the Internet to make money and that you have been extraordinarily successful at it."
"You are opening my eyes to new ways of promoting myself using the Internet. I really don't know much about being on-line, using e-mail or just searching the web for information. You break down all the "stuff" that is out there and give me the "this is all you need to know" parts for my business.
We are just in the beginning stages of our relationship, but it is amazing how much I already trust you and your advice. When my business associates hear that I'm using the Internet they want to give me their "so called" advice. I politely hear what they have to say and then e-mail your office for the real answers. "
Chauncey Hutter, Jr.
"E-Media (Amacord) has been extremely accommodating - and affordable - in helping our company develop a presence on the Internet. Through the help of their staff I've been able to pinpoint more accurately what can and cannot be done on the Internet to sell our very expensive international video products. They are always available to answer questions and help in any way. "
Manager, Sales & Marketing
Meridian Resources Associates
Now an executive at America Online
"The aspect I have enjoyed most in my dealings with Amacord is their genuine concern for the customer. They make sure that the website represents the customer properly, and they bend over backwards to meet customer needs. I have seen them carefully schedule their work around estimated completion time we gave them. When things went awry on our side and we could not give them certain materials on time, they still met the deadlines they had promised us based on our original planning.
We are pleased to have Amacord as our website "home," and I can heartily recommend E-Media to other companies and organizations stepping out into the World Wide Web."
Lawrence A. Walker
German American Chamber of Commerce of the Western United States, Inc.
"Amacord built the web site for our organization, the Northern California Direct Marketing Club. We were very pleased with the speed and ease with which it went up, and the quality of the attention and work we received.
Ken McCarthy of Amacord also conducted a seminar about business on the Internet for our group which is made up of experienced professionals in the direct marketing industry. He offered a wealth of practical information which was very well received. Based on the enthusiastic response of the audience, the seminar could have easily gone on another hour or more.
As president of the Direct Marketing Club for 7 years, I've worked with a large number of guest speakers and I would rank Ken's presentation among the best we've hosted".
Walter D. Abraham
President - Northern Direct Marketing Club of California
"I entered Amacord's workshop in absolute confusion on the processes of the Worldwide Web and the balance of Internet activities. The clear and concise outline presented by Ken McCarthy has put me on track to master the traffic lanes of the Super Highway. I can now readily determine B.S. ..hype from what is really practical and do-able in cyberspace.
The fortunate few attendees at this workshop session are now 90-95% ahead of other cyberspace consultants who are without this insight. I highly recommend Ken's workshop for anyone seriously interested in mastering the intricacies of this exciting new medium".
Tax Strategies Group
"Your course provided me with a solid, basic, no hype, educational, easy to understand "how to" do business on the Internet. It left me feeling like I really know what's going on. I now see a lot of 'snake oil' sellers out there who just want my money and not my business.
Shortly after attending your workshop, I attended a free "Doing business on the Internet' workshop which was just a cover for selling their 'I-Mall" home pages and services. I was just sick at the prices they were charging and what they were saying to sell their pitch to the attendees. I wanted to stand up and tell every one how to do it without all of this non-sense that was being said. Thanks to you I am Internet Wise".
Normand Marchessault, EA
Tax and Business Consultant
"I came to the seminar to: (1) See if I could trust you (2) Figure out if anyone besides "Internet consultants" are making money on the Internet (3) Find out what I actually do need to know and what I don't need to know about the Internet (4)What I should do next, if anything for my own business regarding the Internet.
So how'd you do? (1) I found you to be honest and real (2) Good examples of "regular businesses" making money on the Internet (3) You were good at avoiding technobabble. I learned enough to "defend myself" against an Internet consultant who called me at the business today ( I actually knew to ask if he was an ISP or not...I impressed myself.
With the knowledge you provided I know I won't be suckered into wasting money on useless Internet crap...that knowledge alone was worth the price of admission and airfare. I also liked your solid grounding in the direct response industry...made you all more believable for me".