As the Vice President of Boardroom, Brian Kurtz helped grow that direct
marketing giant from about $3 million when he started to more than $100
million over the course of his 25 years.
He’s worked with all the great copywriters and says there’s a
definite pattern legendary copywriters like Eugene Schwartz, Dick
Benson, and Bill Jayme used to stack the odds in their favor and get
winners every time. And in this audio, you’ll hear what those things
were and how you can use them too.
He says it pretty much comes down to the list. Although copywriters
don’t usually have control over the lists they’re writing to, they need
to know how to handle and analyze them.
Not only did the greats ask for a list history of any mailing they
were about to work on, but they also asked to see the control packages
and promotions that got those lists in the first place.
In other words, you need to know who the people are on your current
list and what they’ve responded to in the past in order to write a new
winner.
Brian says from there it’s just a matter of becoming a slave to RFM
(regency, frequency, and monetary) to see consistent results.
And in this audio, you’ll get an average-Joe explanation of what
that all means and how to do it.
You’ll Also Hear . . .
* The 2 basic concepts every copywriter needs to understand (RFM and
lifetime value) and how to make sure you’ve got them both down
* Why list managers try to hide things, the most common telltale signs
to look for, and the five must-know questions to ask that will uncover
the truth
* How direct marketing fits into online businesses – and the one place
it still has incredible power to get results
* Why Brian says it’s important to strike while the iron’s hot, call the
control, and pyramid slowly – and a step-by-step look at how to do that
in a mock campaign
* Insider secrets of five of the biggest name copywriters Boardroom used
and what made each unique style a winner
* Brian works as a consultant now – here’s the first thing he does for
every client so he maximizes his time and theirs
* Brian’s largest failure and the lesson he learned from it about
trusting press releases
* The single biggest difference between a “house list” and an “outside
list” and the writing approaches needed for each
* “Real-life” insight into how Boardroom tests their copy – and
determines their controls
* Brian serves as
Vice President of Boardroom Inc., for over 25 years and Executive Vice
President since 2001.
* He's overseen the mailing of approximately 1.3 billion pieces of
third class mail over the past 20 years
* He has 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 his infomercial success, he was responsible for
buying media in excess of $80 million dollars.
* Sold over 3 million books via direct response television over a
three year period.
* Knows the ins and outs of every possible medium where direct
marketing lives and thrives.
* In 2000, he was inducted into the DMA Circulation Hall of Fame
and in the same year voted List
Never underestimate the power of copy, especially if you’re looking at
it as a science and not a game of chance. There are proven strategies
that legendary copywriters use to stack the odds and get results. They
analyze data and are constantly out to beat their own copy.
And in this audio you’ll hear all about it, along with a look at
Brian’s amazing story and what it was like working at Boardroom all
those years.
PS. I am not promoting any of Brian products or memberships and I do NOT
get paid on anything you may or may not buy from him.
"If you are interested in interacting with Brian
please e-mail him directly at Brian@BrianKurtz.me
