Entrepreneurs on Fire
Dinosaurs and Cowboys: Can't We All Get Along with Brian Kurtz
Sep 12, 2024
Brian Kurtz, a seasoned direct marketer with over 40 years of experience and author of two books, shares his insights on nurturing relationships in marketing. He explains the 40-40-20 rule for success, emphasizing the importance of audience understanding over flashy offers. Kurtz discusses treating each email as a paid message to enhance communication and how building relationship capital creates long-term value. He advocates for a mindset shift towards genuine connections, offering a rewarding alternative to traditional networking.
36:07
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Quick takeaways
- Success in business depends not only on transactions but primarily on cultivating deep, trust-based relationships with customers.
- The 41-39-20 rule highlights the importance of audience selection, where 41% of marketing success comes from choosing the right list.
Deep dives
The Importance of Relationships in Marketing
Success in business relies heavily on cultivating relationships rather than merely focusing on revenue generation. Brian emphasizes that everything should prioritize relationship-building, as customers will not refund relationships, only transactions. By delivering value first, businesses can create trust and loyalty, leading to sustained success. This approach counters the prevalent transactional mindset that dominates marketing today.
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