Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
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Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
Learn the rules like a pro so you can break them like an artist.
Brian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
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,
Brian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
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
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KEY TAKEAWAYS We’ve talked about LTV a lot in this book, and I hope you see that I’ve beat that drum so relentlessly because it’s such a fundamental part of building a thriving business. A product is not a business. A promotion is not a business either. LTV is much more than just a number. Keeping LTV top of mind all the time will save you from mak
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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.
Brian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
Early in his book, Grant asks which group you think will be the least successful in their buisness and personal endeavors—givers, takers, or matchers—and reveals that it’s the givers. But as you read on, he also asks which group you think will be the most successful . . . turns out it’s also the givers. The important lesson is how you give, not how
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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
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RFM is the foundation of basic segmentation, which we were doing with large computers over millions of names back in the 1980s, and it’s still the best way to segment today, whether you have a large list or not.
Brian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
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
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