Episode description
Direct Marketing Titan Brian Kurtz: Lessons From Sending 1.3 Billion Mail Pieces and Over $80 Million Of Media Buying
Episode description
Brian Kurtz is a true TITAN of direct response marketing.
With a career spanning nearly four decades, he has sent over 1.3 billion pieces of direct mail, mastered the marketing of newsletters and books via direct response television (infomercials), and using e-mail and the Internet in huge numbers.
At the height of his infomercial success, Brian was responsible for buying media in excess of $80 million and sold over three million books via direct response television over a three year period while at the Boardroom.
It doesn't matter if you're just getting started or trying to scale your business to a billion in revenue, Brian Kurtz reveals some time-tested, hard-won lessons that will help you on your journey.
This interview is a real treat because Brian is extremely generous in sharing his wisdom and letting us borrow his brilliance to use in our business.
Some Topics We Discussed Include:
- Why a product/promotion is not a business and how to make certain you don't get stuck on an endless loop
- Determining lifetime value, low/medium/high scenarios, customer loyalty
- Understanding the consumer's “barrier to switch”, the hassle factor and commodities vs. specialty products
- The 40/40/20 rule and how to use it in your business
- RFM – Recency, Frequency, Monetary… the 3 most important letters to any direct response marketer
- Regression modeling and how it relates to Facebook
- How to cater to your VIPs
- The difference between the “Intrepreneur” vs. Entrepreneur
- How to hire the right creatives and copywriters – what to look for and red flags
- Brian’s Online to Offline to Online method
Learn more about Brian and get the full shownotes at https://baconwrappedbusiness.com/briankurtz/
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