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Episode #202

Brian Kurtz and Joe Polish On How To Hire A Marketing Consultant

Episode #202 with Joe Polish and Brian Kurtz

About Brian: Starting in the list business gave me a solid foundation in learning about audiences, demographics and database marketing; then, working in all media helping Boardroom sell millions of newsletter subscriptions and consumer books put all of that list training to good use. While direct mail is my bread and butter I have overseen the mailing of approximately 1.3 billion pieces of third class mail over the past 20 years I have been able to market and sell newsletters and books via direct response television (infomercials) and using e-mail and the Internet in huge numbers. At the height of our infomercial success, I was responsible for buying media in excess of $80 million and we sold over 3 million books via direct response television over a three year period.


  • What high-end consultants like Joe and Brian will expect of the people they consider taking on (and why they will turn down 99% of all the people that ask to consult with them)
  • An insight about direct response marketing worth $1,000,000 to the right company
  • What to look for in a marketing consultant and what they should do for you if they are trustworthy and reputable
  • If the marketing consultant you are considering hiring isn’t one phone call away from almost anything you are going to want access to for your business, that should be a signal that they are not a high-level consultant. Your marketing consultant should be able to get to almost anybody. But there are some other intricacies beyond just simply “accessing anybody”. Joe and Brian explain…
  • How to spot and avoid rip-off, low-end, dishonest consultants who dispense costly advice and take advantage of you
  • What to look for in a copywriter that tells you whether they will be a dud or a stud (PLUS: How the talented copywriters worth their weight in gold charge – and why you will be smart to pay it if you want to lock them up before other people do…)
  • A strategy Joe shared with a company that helped them bring in an additional $6.5 million (You can start using this strategy immediately to bring more revenue into your company)
  • The #1 thing smart, savvy business owners pay consultants for (It’s not “ideas” or “advice”)
  • “We’re Crushing It!” = Famous Last Words Before The Horror Story: How many channels and mediums is your company diversified into? Brian explains why some people are one medium away from going bankrupt or being shut down (even if when they think it can’t or won’t happen to them) and why it’s the strategic (and rare) marketing consultant versed in multiple media channels who can make you a fortune…
  • Joe shares the subtle difference between a world class marketer and an amateur (Most companies miss this difference, but you won’t. You’ll know exactly what to look for…)
  • Marketing formulas you can use (even if you never hire Joe or Brian) that have in some cases made their clients millions and even tens of millions of dollars
  • Joe and Brian suggest books to give you more direction, confidence, capability and clarity for approaching, hiring and seeking outside help for your company
  • The most effective way to hire a marketing consultant that ensures they are consistently coming up with elegant breakthrough ideas and connections for you and your company

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