Brian Kurtz is the bridge connecting the bedrock fundamentals of direct response marketing to the state-of-the-art strategies, tactics, and channels of today. Overdeliver distills his expertise from working in the trenches over almost four decades to help readers build a business that maximizes both revenue and relationships.
Marketing isn't everything, according to Brian Kurtz.
It's the only thing.
If you have a vision or a mission in life, why not share it with millions instead of dozens?
And while you are sharing it with as many people as possible and creating maximum impact, why not measure everything and make all of your marketing accountable?
That's what this book is all about.
In the world of direct marketing, Brian Kurtz has seen it all and done it all over almost four decades. And he lives by the philosophy, "Those who did it have a responsibility to teach it." Here's a small sample of what you'll learn:
* The 4 Pillars of Being Extraordinary
* The 5 Principles of why "Original Source" matters
* The 7 Characteristics that are present in every world class copywriter
* Multiple ways to track the metrics that matter in every campaign and every medium, online and offline
* Why customer service and fulfillment are marketing functions
* That the most important capital you own has nothing to do with money
* And much more
Whether you're new to marketing or a seasoned pro, this book gives you a crystal-clear road map to grow your business, make more money, maximize your impact in your market, and love what you're doing while you're doing it. Kurtz takes you inside the craft to help you use all the tools at your disposalfrom the intricate relationship between lists, offers, and copy, to continuity and creating lifetime value, to the critical importance of multichannel marketing and moreso you can succeed wildly, exceed all your expectations, and overdeliver every time.
|Publisher:||Hay House Inc.|
|Product dimensions:||6.10(w) x 9.10(h) x 1.20(d)|
About the Author
Brian Kurtz has been a serial direct marketer for almost 40 years and never met a medium he didn't like . . . and while he's had much success, he also must admit that trying to sell subscriptions and books on the back of ATM receipts and under yogurt lids were only a "good idea at the time." As a key business builder at Boardroom Inc. with founder Martin Edelston, Brian worked with, and was mentored by, many of the top marketers and copywriters who have ever lived. Today he consults and works directly with bleeding-edge direct response marketing companies and entrepreneurs in a wide variety of categories and in all channels through his two mastermind groups, Titans Mastermind and Titans Master Class (and soon to be a third, Titans Xcelerator). He also publishes books and materials for direct response marketers and writes and speaks regularly at marketing and copywriting events. The only thing Brian loves more than direct marketing is his family. And umpiring baseball is right up there with direct marketing.
Table of Contents
Foreword Jay Abraham xiii
Chapter 1 Overdeliver 1
Chapter 2 Original Source 17
Chapter 3 How Paying Postage Made Me a Better Marketer 33
Chapter 4 List Building & RFM 57
Chapter 5 Offers 83
Chapter 6 Creative & Copy 117
Chapter 7 Multichannel Marketing 147
Chapter 8 Customer Service & Fulfillment 169
Chapter 9 Continuity & LTV 191
Chapter 10 Playing the Long Game 207
Further Reading 243
About the Author 275