Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing

KEY TAKEAWAYS Making your best offers is another area in direct response that has a lot of moving parts. This chapter ranged far and wide, and I hope you will have a sense of everything that goes into delivering world-class offers to your carefully selected lists. Here’s what you need to keep “top of mind”: Choose niches where you can go a mile dee

We all know that no matter how close we are to certain people, it’s easy to fall out of touch. And if some of those people are particularly complacent, it can be even more challenging. Often if you don’t reach out, you won’t hear from them. They’re not proactive enough to make a first move, so you have to lead the way if you want to stay in touch.

when they bought, how much they bought, and how much they spent while buying. These values are known as the recency, frequency, and monetary (RFM) scores,

As David Ogilvy famously said, “The customer is not a moron. She’s your wife.” He knew that talking down to customers, patronizing them, or doubting their ability to make sound decisions would just hurt a campaign.

KEY TAKEAWAYS Direct mail (and other offline) success stories have left a lot of clues for all of us to learn from. Your numbers don’t lie, and they will enable you to identify campaigns that aren’t working (and should be killed) as clearly as they will show which campaigns are winners (and should be expanded). Take calculated risks and build off p

KEY TAKEAWAYS Your customers are the most important people in your business. Keeping them happy—serving them, creating world-class experiences, overdelivering on what you promise, and always innovating for their benefit—is your primary role. Customer service and fulfilment are critical marketing functions. It’s the “marketing after the marketing” t

Reid Tracy, CEO of Hay House, when once asked the secret to selling a lot of books replied, “Write a good book.” What does that have to do with LTV? Everything. Whether it’s a book, a course, a newsletter—anything—the way to keep customers engaged and with you for the longest amount of time possible is to give them good stuff.

KEY TAKEAWAYS Success in business is not just about the numbers. It’s also the result of surrounding yourself with remarkable people who lift you up—and being that kind of person for others. The more proactively you build your connections with other great people, the more growth you will see, both personally and professionally. Be a strategic contr

Earlier in my life, I wondered why it always had to be me that made the extra effort to keep in touch and why they weren’t as motivated to maintain the relationship. But I learned that my disappointment was wasted energy. It wasn’t that they didn’t love me. They just didn’t have it in them to work that hard with everything else going on in their li

He didn’t want me to get taken advantage of, which is a risk of being a giver and of overdelivering.