The Modern Consultant #32. Lessons from 1.5 Billion Advertisements w/ Brian Kurtz
Oct 24, 2023
01:23:06
This week on the Modern Consultant, I have the honor of hosting Brian Kurtz.
Brian Kurtz has been a serial direct marketer for over 40 years. He had two careers. The first spanned 34 years as a force behind Boardroom Inc., an iconic publisher and direct marketer.
His second career, which he is seven years into as the Founder of Titans Marketing, is a direct marketing educational and coaching company where he has also continued working with the best-of-the-best, including past guests on The Modern Consultant (Jay "$50B man" Abraham & Kevin "CopyChief.com" Rogers)
===============
Topics We Cover:
1. The value of testing and optimizing your offers to increase front-end revenue.
2. The benefits of single variable testing in promotions and understanding the elements that contribute to success.
3. The relevance of lifetime value in marketing and how it can be better understood through the RFN framework (recency frequency monetary).
4. Strategies for attracting qualified individuals to higher-tier offers, such as mastermind programs.
5. The crucial role of getting the elements of marketing right – creative, audience, and media selection – in achieving success.
6. The importance of renewability and continuity in business for sustainability and growth.
7. The impact of creative elements, such as fresh copy and messaging, on response rates.
===============
References and Links:
https://overdeliverbook.com
briankurtz.net
https://8020solutions.co
===============
Timestamps:
[00:04:30] Lifelong learner joins titans of direct response.
[00:05:23] Direct mail: not dead, but still discipline.
[00:14:52] Chris is the architect, franchise ride, Gene Schwartz. Barbara's royalty arrangement, deceased Gene's popularity, 2 books profiling advertising legends, stroke.
[00:20:10] Author shares valuable business insights with personal motivation.
[00:21:31] Family. Email. List. Blog. Online channel.
[00:28:42] I have 19 keynote presentations honoring mentors.
[00:36:00] Experienced entrepreneur builds successful company, not startup.
[00:42:41] Test your front end offer regularly.
[00:43:44] Test offers for increased front end results.
[00:50:33] Creative messaging is crucial for business success.
[00:56:18] Found potential partner in website analysis. Joined Mastermind at $20,000. Promote Titans Accelerator as affordable high-level option.
[01:02:04] Curious about opinions on a specific approach.
[01:08:01] Understanding lifetime value, RFM, and satisfaction.
[01:17:29] Missed lower ticket products earlier; business foundation weaker.
[01:20:07] "Opt in for exclusive interviews at briankurtz.net"
===============
More About The Guest:
Brian Kurtz is a Founder of Titans Marketing, is a direct marketing educational and coaching company where he has also continued working with the best-of-the-best.
Titans Marketing is known for two (soon to be three) mastermind groups, an array of classic books and swipe files Brian has re-published and created…and he is the author of two books himself.
His most recent book is Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing. It is his opus (but not a memoir).
His first book, The Advertising Solution, profiles six legends of advertising and copywriting including Gene Schwartz and Gary Halbert.
As a business-to-consumer marketer at Boardroom, Brian was responsible for selling over a billion dollars’ worth of products “$39 at a time” to millions.
As a business-to-business marketer with Titans Marketing, he has sold over $5 million worth of products (and services) to thousands, enabling them to spread the gospel about direct marketing to millions.
During both careers, he has been a serial direct marketer, with a foundation in the eternal truths and fundamentals of direct response…while being committed to “overdelivering” over almost four decades.
===============
About The Host:
Marc helps experts scale their impact in the form of high-ticket courses, programs, VIP days, and masterminds (without losing the deep impact of their 1-on-1 work).
After helping over 1,000 entrepreneurs, he created his Product Flywheel Framework to help the next 1,000 do it faster. Learn more at: https://8020solutions.co
Brian Kurtz has been a serial direct marketer for over 40 years. He had two careers. The first spanned 34 years as a force behind Boardroom Inc., an iconic publisher and direct marketer.
His second career, which he is seven years into as the Founder of Titans Marketing, is a direct marketing educational and coaching company where he has also continued working with the best-of-the-best, including past guests on The Modern Consultant (Jay "$50B man" Abraham & Kevin "CopyChief.com" Rogers)
===============
Topics We Cover:
1. The value of testing and optimizing your offers to increase front-end revenue.
2. The benefits of single variable testing in promotions and understanding the elements that contribute to success.
3. The relevance of lifetime value in marketing and how it can be better understood through the RFN framework (recency frequency monetary).
4. Strategies for attracting qualified individuals to higher-tier offers, such as mastermind programs.
5. The crucial role of getting the elements of marketing right – creative, audience, and media selection – in achieving success.
6. The importance of renewability and continuity in business for sustainability and growth.
7. The impact of creative elements, such as fresh copy and messaging, on response rates.
===============
References and Links:
https://overdeliverbook.com
briankurtz.net
https://8020solutions.co
===============
Timestamps:
[00:04:30] Lifelong learner joins titans of direct response.
[00:05:23] Direct mail: not dead, but still discipline.
[00:14:52] Chris is the architect, franchise ride, Gene Schwartz. Barbara's royalty arrangement, deceased Gene's popularity, 2 books profiling advertising legends, stroke.
[00:20:10] Author shares valuable business insights with personal motivation.
[00:21:31] Family. Email. List. Blog. Online channel.
[00:28:42] I have 19 keynote presentations honoring mentors.
[00:36:00] Experienced entrepreneur builds successful company, not startup.
[00:42:41] Test your front end offer regularly.
[00:43:44] Test offers for increased front end results.
[00:50:33] Creative messaging is crucial for business success.
[00:56:18] Found potential partner in website analysis. Joined Mastermind at $20,000. Promote Titans Accelerator as affordable high-level option.
[01:02:04] Curious about opinions on a specific approach.
[01:08:01] Understanding lifetime value, RFM, and satisfaction.
[01:17:29] Missed lower ticket products earlier; business foundation weaker.
[01:20:07] "Opt in for exclusive interviews at briankurtz.net"
===============
More About The Guest:
Brian Kurtz is a Founder of Titans Marketing, is a direct marketing educational and coaching company where he has also continued working with the best-of-the-best.
Titans Marketing is known for two (soon to be three) mastermind groups, an array of classic books and swipe files Brian has re-published and created…and he is the author of two books himself.
His most recent book is Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing. It is his opus (but not a memoir).
His first book, The Advertising Solution, profiles six legends of advertising and copywriting including Gene Schwartz and Gary Halbert.
As a business-to-consumer marketer at Boardroom, Brian was responsible for selling over a billion dollars’ worth of products “$39 at a time” to millions.
As a business-to-business marketer with Titans Marketing, he has sold over $5 million worth of products (and services) to thousands, enabling them to spread the gospel about direct marketing to millions.
During both careers, he has been a serial direct marketer, with a foundation in the eternal truths and fundamentals of direct response…while being committed to “overdelivering” over almost four decades.
===============
About The Host:
Marc helps experts scale their impact in the form of high-ticket courses, programs, VIP days, and masterminds (without losing the deep impact of their 1-on-1 work).
After helping over 1,000 entrepreneurs, he created his Product Flywheel Framework to help the next 1,000 do it faster. Learn more at: https://8020solutions.co