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Episode #304
How to Go From Offline to Online to Offline Success with Brian Kurtz
How to Go From Offline to Online to Offline Success – discover the most important direct marketing lessons he’s learned from 30+ years of experience and over 1.3 billion pieces of mail with Brian Kurtz.
Brian Kurtz was formerly the VP of Boardroom, Inc. and took the company from 5 million to 150 million in revenue. He’s mailed over 1.3 billion letters and is one of the greatest marketing minds alive.
Here’s a glance of what you’ll learn from Brian in this episode:
- Brian shares the most important direct marketing lessons he’s learned from his 30+ years of experience and having mailed over 1.3 billion pieces of mail
- 5 old-school direct response marketing techniques that make your online marketing more effective
- The right way to treat your list that allows you to mail them more, make more money and have your customer love you for it
- Brian talks about a marketing campaign that made over $300 million (The strategy he used can be used today too)
- Multi-Channel Marketing: How to make your company a solution through multiple media channels
- PLUS: How direct mail can become your secret weapon (Truthfully, the list universes aren’t the same as they used to be, BUT the response rates are still there and the targeting you can do today is amazing. Here’s how to profitably add direct mail to your marketing mix…)
- The best online marketing techniques being practiced today all have their roots in traditional direct marketing practices. 3:05
- Why be defined by a channel, be a solution in multiple channels. 3:15
- Creative and good copy is not just a byproduct. 4:20
- “Every marketing problem can be solved by a great sales letter.” -Gary Halbert 4:30
- Everything we are doing online is direct marketing. 5:25
- Statistical and A/B testing. 5:50
- “Not everything is a revenue event but everything is a relationship event.” -Brian Kurtz 6:40
- Give the customer more than they ever expected. 7:30
- List segmentation and your database. Don’t talk to all your customers the same way. 8:00
- Using more than one medium can make all boats rise. 8:30
- Nothing scales like direct mail. 9:30
- “Branding is bullshit” -Joe Polish 10:50
- Don’t abandon branding entirely, positioning your business to your list can make all the difference in the world. 11:00
About Brian Kurtz:
Brian Kurtz was formerly the VP of Boardroom, Inc. and took the company from 5 million to 150 million in revenue. He’s mailed over 1.3 billion letters and is one of the greatest marketing minds alive.
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