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Marketing isn’t everything, according to Brian Kurtz. It’s the only thing. In the world of direct marketing, he has seen it all and done it all over almost four decades. And he lives by the philosophy, “Those who did it have a responsibility to teach it.”
Whether you’re new to marketing or a seasoned pro, this book gives you a crystal-clear road map to grow your business, make more money, maximize your impact in your market, and love what you’re doing while you’re doing it. He takes you inside the craft to help you use all the tools at your disposal – from the intricate relationship between lists, offers, and copy, to continuity and creating lifetime value, to the critical importance of multichannel marketing and more – so you can succeed wildly, exceed all your expectations, and overdeliver every time.
Fundamentals To Keep In Mind:
“It’s all about getting in front of the people who need you most.”
“In the end, our success all came down to becoming experts on our lists, building a deep empathy with our audience, and knowing the market better than anyone else – and doing all this long before we ever tried to figure out the best offers and the best copy.”
“Marketing your product, especially when it is mission-based, is about serving your customers, not taking from them.”
“The right offer should be so attractive that only a lunatic would say “no”.”
