Brian Kurtz, 6 Marketing Titans Reveal Their Marketing Secrets Through a Billion Dollar Media Buyer

Funnel Hacker Radio - Podcast - Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
welcome to funnel hacker radio podcast
00:03
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host dave woodward hey everybody welcome
00:18
to funnel hacker radio i’m your host
00:19
Dave Woodford I have the honor today and
00:21
it truly is an honor of having Brian
00:23
Kurtz here with us Brian welcome oh
00:25
thanks Dave you know being on russell
00:28
brunson and your podcast is actually
00:32
pretty cool for me too because I am not
00:35
just saying this because you you invited
00:37
me so I’m gonna tell you that you know
00:40
when I get invited to a podcast like
00:44
this with one of the true here you know
00:46
you guys are true heroes in the internet
00:49
marketing world right now and so I
00:52
consider that a privilege and I think I
00:55
said to you in our warm up I said that
00:57
you know having 35 years experience in
00:59
direct marketing what does it really
01:02
mean it means that I have a golden
01:03
ticket to get into rooms where normally
01:07
if people didn’t think I knew anything I
01:10
couldn’t get into the room once I get
01:13
into the room they realized I might be
01:14
the dumbest guy in the room on that
01:16
particular technology but then I bring
01:19
my my knowledge from the 35 years which
01:22
we’ll talk a little bit about today and
01:24
I think there’s a real melding of all of
01:27
that and I know Russell’s a student of
01:29
great direct marketers as you are and
01:31
that means the world to me as well
01:34
because i’m i’m just another student
01:36
teaching as much as I can but I’m a
01:38
student oh we’re super excited I
01:40
personally I get it’s fun for me I’ve
01:43
seen your stuff literally over the last
01:45
decade or so that I’ve been involved in
01:47
direct response marketing had the
01:49
opportunity to you at are at the gel
01:50
polishes genius Network I know you have
01:52
dinner with Russell there that last
01:53
October and for me it was just such an
01:56
arm grab the stands when we actually
01:57
kind of connected us huge props out to
02:00
brad has got a great podcast with
02:01
bacon-wrapped business but is free for
02:04
me as far as working with you on this
02:05
I’m just super excited because
02:07
I don’t think people understand the the
02:09
power that you bring you kind of talked
02:11
about your golden ticket for me that
02:13
golden ticket is something people need
02:15
to understand how they can get their own
02:17
and is how they may have a lot of
02:19
experience because we’ve got people who
02:21
have you know 10 20 30 years of
02:23
experience in different niches but they
02:25
kind of mentioned like you said you guys
02:27
I feel like I’m the dumbest person in
02:28
the room I get four people don’t know
02:30
you guys have to understand the honor to
02:32
check out of here Brian here with it so
02:34
this is a guy who literally this I built
02:37
tens of millions of people on email on
02:40
not email list on list of subscribers
02:43
for newsletters and books and all these
02:46
kinds of things old school lane I mean
02:48
the hard way building this by building
02:50
listened doing newsletters stuff through
02:52
direct mail and so Brian skill set here
02:55
is I’m such I’m really excited to
02:57
hopefully you guys can understand the
02:59
passion that he brings his excitement
03:00
for this because he has been a student
03:03
and I know it’s one of the things we
03:04
would talk about all the time as far as
03:05
imports being a student of other people
03:07
Brian’s been a massive student and
03:10
backward talk later about a book he’s
03:12
put together as far as exactly being a
03:14
student of some of the six best direct
03:16
marketers of all time but before we get
03:18
into that let’s talk more about your
03:20
experience as far as as building a list
03:23
because I don’t for a lot of people it’s
03:24
how do I build a list and you know we
03:27
talked about often funnels and all that
03:28
kind of stuff that from your experience
03:30
how does a person really build a list
03:31
and more importantly that how do you
03:33
connect with the people who are on your
03:35
list you know it’s funny I you know I
03:38
wrote a blog called how paying postage
03:41
made me a better marketer and what I
03:44
meant by that is that and it wasn’t
03:45
because I wanted to brag about the fact
03:47
that I pay postage but there is a there
03:50
is a badge of honor that you wear when
03:53
you know that how much it’s costing you
03:55
just every piece of mail that we did and
03:58
I remember there was an urban legend
04:00
going around the internet many years ago
04:02
about how email was gonna gonna start
04:04
charging postage for email right and
04:06
acts like cool that’s going to out cuz
04:10
that’s going to be out all the all the
04:12
imposters who have such a low barrier to
04:14
entry into the online world now I didn’t
04:17
say cool like I wanted to pay more money
04:19
so I think it worked out well
04:21
we didn’t have to pay postage for email
04:23
but I do think that it kind of brings up
04:26
the point that there are so many
04:28
different ways to build a list and for
04:31
me you know as someone who grew up in
04:33
the offline world in direct mail where
04:35
it was super expensive where you really
04:37
didn’t have you really couldn’t afford
04:39
to send anything out if it wasn’t
04:41
selling something and I kind of learned
04:43
as I got into the online world that I
04:46
was a kid in a candy store you know I
04:48
was able to connect with people at a
04:51
much lower cost i was able to create
04:53
relationships at a much lower cost I
04:56
mean look at product launch formula look
04:57
at what you know clickfunnels does you
05:00
know the idea that you have the
05:01
opportunity to create this relationship
05:03
at a whole different level before you
05:07
start selling crap to them and so I
05:09
think that me that is excited you know I
05:12
used to always say that you know in my
05:14
world you know everything had to be kind
05:16
of a revenue event you know in my direct
05:19
and then I think online the you know a
05:22
lot of people still but a lot of people
05:23
online everything still needs to be in
05:26
their minds a revenue event but I think
05:28
everything needs to be a relationship
05:30
event and so the idea that you can use
05:33
content to build the relationship that
05:36
you can build your list organically I
05:38
mean I have a list of like you know it’s
05:40
funny at boardroom we had a list of nine
05:42
million names offline you know now I’ve
05:44
got this email list of six thousand
05:46
people and I’m like as proud of that as
05:48
i am a benign and in a way you know we
05:52
built it I built the six thousand
05:54
organically I mean from podcast like
05:56
this you know I’d be on on on a podcast
05:58
you know anybody who had the willingness
06:00
to listen to me for an hour and they
06:02
went to my opt-in page man that’s a
06:04
person I wanted my tribe right
06:06
absolutely but then it’s what you do
06:08
after you get them on your list and the
06:10
same thing was true offline and that is
06:12
you know it’s that ongoing relationship
06:14
we’re not just pounding them with
06:16
messages that are irrelevant which
06:18
everybody here knows that you have to be
06:20
you know you have to be relevant you
06:22
have to be cordial you have to be polite
06:25
you know you have to actually give them
06:27
preferences as to how they want to be
06:30
talked to whether it’s online offline
06:31
whether it’s you know through you know
06:34
shorter
06:35
males versus longer whether it’s once a
06:37
week versus three times a week and you
06:38
can do all of that now in a much better
06:40
way than we could in direct mail and the
06:43
thing that that I found with the idea of
06:46
list segmentation which is probably one
06:49
of the most important concepts anybody
06:51
can understand when we did it in direct
06:54
mail it was all done through statistical
06:56
modeling like we would take you know
06:58
millions of names we would nail a cross
07:00
section of those names we get responses
07:03
back and you know it would take a while
07:05
to get those responses and we would
07:07
actually analyze the responses actually
07:09
lose money on that mailing but then by
07:12
seeing who responded we can actually
07:14
look at the characteristics of the
07:15
people that responded and go back out to
07:17
the bigger database and then decide who
07:20
to select on the database does that
07:22
sound familiar to anybody who advertises
07:24
on facebook this is safe it’s like let’s
07:27
find out what their likes are let’s find
07:29
out what they’re about and so the people
07:32
who think that Facebook invented you
07:34
know how you profiling and and modeling
07:38
of an audience you know it’s okay I mean
07:41
I know I sound like grandpa no but I
07:44
mean that this these techniques are just
07:47
so critical because why would you want
07:49
to send messages to people who are not
07:51
interested in what you have to say so
07:53
the segmenting of of the lists in direct
07:56
mail back when of offline list you see
07:59
the same thing going on today in terms
08:00
of the segmentation on facebook and I
08:03
see it even in my little 6,000 name list
08:06
I mean how do i submit that little sick
08:08
schnauzer named list I’m constantly
08:09
communicating with them and if I ask a
08:12
question or I survey them I find out
08:14
which what level of sophistication of
08:16
direct marketing those 6,000 people know
08:19
and then I find out which ones are going
08:21
to be the best candidates to join my
08:23
twenty-thousand-dollar mastermind and
08:25
which people are the best candidates to
08:27
buy a $95 book and which are the best
08:29
candidates to just keep reading my blog
08:32
and be my friend you know and i’ll never
08:34
buy anything from me and so those
08:36
concepts I don’t be too flippant about
08:39
it and again I feel like I’m talking to
08:41
an audience that if they follow you and
08:44
Russell there they understand all of
08:46
this you know as well as I understand it
08:49
but I want them to understand that you
08:51
know the privilege of being able to go
08:54
out to an audience so quickly and so
08:55
often is that just that it’s a privilege
08:58
and so I think that with the internet
09:01
what email did for me and the internet
09:03
did for me was really give me an
09:06
incredible appreciation of the things
09:09
that I wasn’t able to do in direct mail
09:11
for list building and that I take it
09:14
really seriously and I’m really excited
09:17
about the possibilities and you know the
09:19
people who segment their list best or
09:20
the people who are always the best
09:21
marketers and I’ll just add one other
09:23
quick thing you know I’ve been using
09:25
this a lot in other podcast but it’s
09:26
such an important thing and it keeps
09:28
coming up with my clients as well is
09:29
that I realized that a concept in direct
09:32
marketing back when was what they called
09:36
the 40 40 20 rule and what the 40 40 20
09:39
rule says is that the success of any
09:41
direct marketing campaign depends forty
09:44
percent on the list forty percent on the
09:46
offer and twenty percent on the creative
09:48
or the copy now I’m not saying it’s not
09:51
42 38 you know what but let’s just for
09:55
argument’s sake let’s say it’s close to
09:56
accurate but what that tells you tells
09:59
you a lot about what you need to know
10:00
about direct marketing and so first of
10:03
all it doesn’t tell you that the
10:05
creative and the messaging is less
10:07
important because it’s the 20 that that
10:10
doesn’t say that but it does say that if
10:12
you have the best creative the best
10:15
sales letter the best video sales letter
10:17
the best messaging and it goes to the
10:20
wrong list with the wrong offer you have
10:22
zero chance of a response rate however
10:25
go the other way have mediocre creative
10:29
like half-ass shit that you’re sending
10:31
out and you send it to the perfectly
10:34
targeted list for what you’re selling
10:36
and the offer is very attractive you
10:38
will make money and you will make sales
10:40
now are you in business for the long
10:42
haul that way probably not because the
10:46
creative is how you’re going to romance
10:47
the customer long-term it’s how you’re
10:49
going to get people to rebuy people to
10:52
move into your funnel and through your
10:54
funnel and upsell and cross-sell and
10:56
ascension programs and all of that
10:58
however if you look at that it’s so
11:00
interesting because I think that that
11:02
was a
11:03
wreck mail rule of thumb I think it’s a
11:05
rule of thumb for any medium and I see
11:07
it online all the time you know creative
11:09
is something that people don’t pay as
11:11
much attention to because they have a
11:13
kick-ass list from an affiliate and they
11:16
have an offer that’s just irresistible
11:17
you know it’s free and you get these
11:20
bonuses and it’s just an incredible
11:21
offer so you got the right audience the
11:23
right offer I’ll just throw a flashing
11:25
red box with an arrow and it’s going to
11:27
be good enough on the Creator and you
11:29
will make money and that’s been the
11:30
quality spoils of the internet and so
11:34
you know I’m just what I’m here to say
11:36
is like put all of that together and now
11:39
you get end up with world-class direct
11:40
marketing if you can put all those three
11:42
things together so coming full circle
11:45
because you did ask about list I wanted
11:47
to use that as an example because I
11:48
really do believe that of those three
11:50
things the list is the most important
11:53
and that’s what I did come out of the
11:55
list business and direct mail i sold
11:56
list for a while I understand lists and
11:59
lists segmentation and database but i
12:01
also have worked with the best copy
12:02
writers of all time so I understand how
12:05
creative and how it relates the list and
12:07
again another beauty of online which I
12:10
again kid in the candy store is that now
12:12
how quickly you can change your creative
12:15
two different list segments and in
12:18
direct mail that was always a lot harder
12:19
you know you had different zip code
12:21
strings and to have two different
12:23
control packages or two different
12:24
creatives to two different list groups
12:27
was expensive yeah how it’s so cheap and
12:30
it just amazes me we go back to who’s
12:33
not doing creative at the highest level
12:35
it’s that you have so many online
12:37
marketers who have one message to their
12:40
entire list all the time and I think
12:42
that’s a huge mistake you know your
12:44
multi buyers are different than your
12:45
single buyers which are different than
12:47
your prospects which are different than
12:48
your suspects which are different than
12:50
your cold email which are different than
12:53
your affiliates they’re all different
12:55
and they all deserve different messaging
12:57
so if you can get that messaging right
12:59
to the list segments with the
13:02
appropriate offer and not everybody gets
13:04
an offer to buy something either
13:05
remember some people just get an offer
13:07
to opt-in as you guys know so I i guess
13:11
the overview here on that was a long
13:13
answer to a short question but i’m a kid
13:16
in a can
13:16
any store using the principles that I
13:19
learned in direct mail and applying them
13:22
on the internet which is a lot cheaper
13:24
it’s a lot more efficient you get
13:26
quicker feedback but of course you can
13:28
abuse your privilege if you beat the
13:30
crap out of people or run cafe I hope
13:33
people understood all that she just went
13:35
through because it’s just old happy you
13:38
just kind of rattled off I mean there’s
13:39
a huge SE in the very last kind of
13:40
paragraph you’re talking about scars how
13:42
do you identify you what’s a prosthetic
13:44
what’s a suspect what’s gonna feel like
13:45
I mean all those names they have meaning
13:47
especially when you’re doing list
13:49
segmentation wet enough people
13:50
understand it they’re real key when it
13:52
comes to list segmentation application
13:54
yeah a lot of people just don’t but oh
13:56
yeah yeah I’ve heard about that yeah
13:58
I’ll do that later and I think we kind
14:01
of get online and haven’t gotten spoiled
14:02
think oh I can do that later because it
14:04
doesn’t cost me thing you really
14:05
understand there’s a cost there’s an
14:08
opportunity cost every single time you
14:09
send an email every single time
14:10
absolutely and it’s real important i
14:13
hope that it sp4 listen his podcast you
14:15
didn’t understand what Brian’s teaching
14:16
you hear this is it guys had the money
14:18
out of his pocket to acquire that list
14:20
and so that segmentation super critical
14:22
it’s just as critical as it was for
14:24
Brian as this for anybody’s listening to
14:26
this that’s really why I want to get
14:27
Brian here bread okay what’s the one
14:31
thing the first thing that I do when I
14:32
go to a new client like a client who’s
14:35
either offline or online I try to get a
14:37
sense of what lists they own like it’s
14:41
like what assets do you have it’s the
14:42
old Abraham thing how do you get
14:44
everything out of all you got so one of
14:46
the things you got if you got a list if
14:48
you’re not starting from scratch and
14:49
then I really try to dig deep quickly
14:52
what’s on that list who’s bought who
14:56
almost bought who bought in return who
14:59
expired like who bought and like rent I
15:01
was a subscription and ran out by the
15:03
way your best list is always your xfire
15:05
list that’s a rule of thumb and direct
15:06
marketing because you know what people
15:08
are going to miss that one and I want to
15:10
make sure you hear me that hard I’m
15:11
going to hammer that hard because the
15:13
thing is people think of someone expires
15:15
from their product that they’re no
15:17
longer of use to them actually if they
15:20
paid you and they didn’t cancel and they
15:23
stayed with you for some period of time
15:24
and then canceled that’s your best list
15:27
because usually people x bar
15:30
fire or cancel or get out of something
15:32
because it’s either time or money it’s
15:35
either too expensive or they just the
15:37
thing was piling up whether it’s emails
15:39
or magazines or newsletters and like was
15:42
overwhelming I said I don’t even get to
15:44
that I cancel but when you go back to
15:46
them you better talk to them as if
15:49
they’re family not as if they’re a new
15:51
prospect we want you back right we want
15:54
you back we did a direct mail campaign
15:56
ones to art our subscribers to our big
15:58
newsletter and all we did was put we
16:00
want you back on the front of the
16:01
envelope and the open rates went up on
16:04
the envelope and our response rates went
16:06
up twenty or thirty percent because we
16:07
treated them as if you know look we
16:09
missed you as opposed to screw you you
16:12
canceled on me I’m never going to mail
16:14
to you now I think a lot of people
16:17
listening to this get that expires would
16:19
be their best list but I’m glad you made
16:20
me hammer at home in case there’s
16:22
somebody that did but I guess my point
16:24
there was that the first thing I do with
16:26
a client is who’s on your list how are
16:29
you communicating with them and make
16:32
sure that we don’t have a
16:33
one-size-fits-all messaging because
16:35
every group what about the VIPs you know
16:38
what about the people at the at the top
16:40
of your list of people I oh I’ve used
16:43
this example before but it’s really good
16:44
one so I went to somebody who had about
16:46
a 10,000 name email list and she was
16:49
selling a lot of different products to
16:50
them I think she had 17 different
16:51
products um I won’t go into the details
16:54
because I don’t want to give away who it
16:55
is so 17 different products all digital
16:58
um and so she gave I said you have a
17:01
breakout of like your buyers like the
17:04
people who bought your 17 products and
17:06
so she showed me like a grid and of the
17:09
10,000 people on her list you know 8,000
17:11
people bought one product and then of
17:14
the other two thousand you know half of
17:16
them bought two or more and then another
17:19
group bought three another group bought
17:21
six or more and she had him all broken
17:23
out which was great so then she showed
17:25
me on the end of the spreadsheet there
17:27
was one person on her list that puts all
17:30
17 products so my my response to that
17:34
and I hope people get this when I say it
17:37
it was kind of said jokingly but I don’t
17:39
mean it as a joke I said so that person
17:41
who bought the 17 products when was the
17:43
last time you and I
17:44
them to dinner so she looked at me like
17:47
with a funny look like what do you mean
17:48
I got an invite people to my house for
17:50
my head i said well i was being sort of
17:53
like you know a wise ass in a way but
17:56
what I was really trying to get to get
17:58
to there is that the person who bought
18:00
17 products from you you would want to
18:03
actually get them on the phone and talk
18:05
to them and like what made you buy 17
18:08
products why would you be such a fan of
18:11
mine what were the things you like best
18:13
of each of the 17 you’ve got a focus
18:15
group of one that could be really really
18:18
powerful but beyond that the people that
18:21
bought six plus products they should get
18:23
a certain kind of VIP mailing of swords
18:26
that’s where direct mail can be used on
18:28
the back end of a digital business
18:30
because what I would do with like my six
18:32
time buyers have spent you know a few
18:34
thousand dollars with me why wouldn’t I
18:36
want to send them a nice lumpy package
18:38
with a book or a gift thats related to
18:40
the products that they bought with a
18:42
thank you note maybe you want to do it
18:44
as a referral program you know who else
18:46
do you know that would like my products
18:49
and you give them that gift I mean yes
18:51
it’s an ethical bribe of sorts but you
18:53
know what it’s a free gift and the thing
18:55
is if you take the actual lifetime value
18:57
of those customers who bought six plus
19:00
products thinking about how much that
19:03
piece of mail might cost you which might
19:04
be a few dollars even if it cost you ten
19:06
dollars the Fed exit you know the idea
19:09
that you’re treating your best customers
19:12
at that level you start getting the idea
19:15
of list segmentation and I always say
19:18
you know treating a database of nine
19:19
million is the same as treating a
19:21
database of 900 or nine you know it’s
19:24
sort of like you know what I mean it’s
19:26
like you met and so I want to get it
19:28
down there’s like look I I’ve gone that
19:30
route I went from a nine million in
19:31
database to a database of 6,000 and of
19:34
those 6,000 on my list I’ve done emails
19:37
to 75 people to sell them a higher
19:40
ticket mastermind group I didn’t go out
19:42
to all 6,000 to sell them a
19:45
twenty-thousand-dollar mastermind that’s
19:46
crazy oh oh that Marianna these examples
19:49
made sense although they complete
19:52
sense and this is one of the things it’s
19:54
because of Russell’s experience with you
19:56
and with others at gk i see and really
19:59
coming from that whole drm space to
20:01
direct response marketing space then
20:03
we’ve created action edx inside of our
20:05
platform because of the importance of
20:07
that segmentation fact i’m going to
20:10
include at the bottom for this podcast a
20:12
link to the action etics video because
20:14
it kind of goes through what you were
20:16
talking about Russell doesn’t end of our
20:17
video on there and basically says you
20:19
know what if you could if you were a
20:21
retailer and someone came in basically
20:23
and they were a college kid they were
20:24
just looking for girls you would treat
20:26
them probably a lot different than if
20:27
you if someone came in and you did made
20:29
a hundred fifty thousand dollars and
20:31
they were driving a Porsche and they
20:32
were I mean I just they’ve said knitted
20:35
themselves and by the way respond to you
20:37
and he responded them that’s what
20:39
actually acts our soccer was all about
20:41
we actually I just love this
20:43
conversation happen because we’re in the
20:44
diocese rice grain I do I knew you guys
20:46
were on it so that’s really cool well
20:49
because we have in fact probably week
20:51
after this airs we will be on on Marcus
20:54
wanna show the profit and so we are
20:56
completely redesigning our entire front
20:59
end to be a segmentation front end and
21:02
what I mean by that is when you come to
21:04
click funnels homepage now it’s business
21:05
it’s going to be a survey so what type
21:08
of business are you do you like this do
21:09
you like that and so in the matter of
21:11
three or four questions it’s actually
21:13
have come down to the end and saying
21:14
well this is the funnel that works best
21:16
for you and your click here you can get
21:18
for free because of what you just said
21:21
you have to say with those people I look
21:23
at the people who have joined our
21:24
certified consultant program those who
21:26
joined Brussels inner circle yeah
21:28
they’ve been escalated up the sales
21:30
letter anything else but they are
21:32
treated differently they should be
21:33
treated differently absolutely you pay
21:36
for that opportunity to get closer to
21:37
someone you it’s i remember dad k as far
21:40
as you’re talking about the guru on the
21:41
mountain type of philosophy and to me
21:44
that’s really important is as you’re
21:45
taking a look at your list and what
21:46
you’re talking about yeah have you
21:48
invited that person to dinner yeah i
21:50
think that’s a great analogy cuz you
21:52
going you know what if they spend that
21:54
kind of time money with me i probably
21:55
should or at least
21:56
I communicate with them differently
21:58
because of what they don’t mean yeah you
22:00
know it’s interesting i just had
22:01
something happen yesterday so you know
22:04
my assistant comes over once a day I’m
22:05
old-fashioned I have to have an
22:06
assistant who can come over because she
22:07
has to go to the post office court
22:09
because I Dale a lot of the product view
22:12
so i have a mastermind group I have to
22:14
mastermind groups but what my higher-end
22:16
group has I don’t know I think they’re
22:20
like 23 companies some with partners so
22:23
maybe there’s like 30 to 35 people that
22:25
come to the to the two day meetings and
22:27
so I have a meeting in September and I
22:30
give away a lot of stuff there you know
22:32
some books that I want them to have like
22:34
I have Perry Marshall and Jay Abraham
22:35
coming to my next meeting so I’m going
22:39
to give away one of jay’s books and
22:40
Werner Perry’s books and all that so
22:42
someone else is speaking at this
22:44
mastermind and I said you know I have
22:46
one of her books that i can either give
22:48
away but i think if people read it in
22:50
advance you know or at least looked at
22:52
in advance they’d be better prepared for
22:53
her presentation so it’s a little thing
22:55
but it gave me an opportunity for people
22:58
who are paying me a lot of money to be
23:00
in my group I’m going to see them in a
23:02
month but I made my assistant like carry
23:04
40 packages to the post office yesterday
23:07
each with an individual note from me
23:09
that’s and I sounds kind of silly to
23:12
even talk about because it to me it
23:13
comes natural but people would say why
23:15
would you waste your time doing that
23:16
well it was important to me so I have a
23:19
personalized note to every single person
23:21
in my mastermind you know can’t wait to
23:23
see you in September you know here’s
23:26
so-and-so’s books you’ll be presenting
23:28
and then I’d say something else about
23:29
something I know about them or maybe
23:32
they had done office hours with me and
23:33
we were working on a project together
23:35
how’s the project going boom so the idea
23:38
that now they always get email from me
23:40
they’re on monthly calls with me they’re
23:43
going to see me out of live event and
23:45
now they’re getting this package that’s
23:47
lumpy with a book in it and so why
23:50
wouldn’t I want to treat my best
23:52
customers like like royalty I don’t I
23:55
don’t get if anybody wants to talk me
23:57
out of that you’re going to lose the
24:00
argument if I just a little example but
24:04
it just happened yesterday and it’s
24:05
stuck in my mind no it’s real back
24:08
we integrated with a couple different
24:10
companies n directed fit is one of them
24:12
who the whole reason we did that is we
24:14
want it yep people have to understand if
24:17
you it’s less expensive to acquire
24:19
someone online but man if you can take
24:22
them offline that much faster and get
24:24
real physical tangible things in their
24:26
pockets in there that they’re consuming
24:28
whether its food whether it’s a blow-up
24:29
whether something like that man they are
24:31
like yours yeah let me let me go the
24:33
other way so I have this thing called 02
24:35
02 0 so 0 2 0 0 means online to offline
24:38
to online or it could be offline to
24:40
online to offline but you just said but
24:43
a couple of things on that I think that
24:46
and again this is where I’m a kid in a
24:48
candy store I think I’m although i’m
24:50
working with a few clients right now
24:52
where i have one in particular that is
24:54
super exciting where they have a huge
24:57
success online launches digital info
25:00
product right they’ve done eight-figure
25:03
launches online and they want to try
25:05
direct mail so they could take their
25:08
digital product we create physical
25:10
product we then create a direct mail
25:12
campaign goes to a completely different
25:14
audience than what they did with their
25:17
affiliates and online there might be a
25:18
little overlap but not a lot we call the
25:20
product something different we add
25:22
different physical premiums you know
25:24
physical product premiums so the whole
25:26
offer looks different even though with a
25:27
lot of the same content we get new
25:30
buyers from a new medium called direct
25:32
mail this new thing called the rec mail
25:34
we get all these buyers come in we only
25:37
want to get them to respond in direct
25:39
mail right away then once we have the
25:41
buyer paid in direct mail now we start
25:45
offering them some digital content that
25:49
they can access immediately another
25:50
special report another something that’s
25:52
available that we didn’t give them in
25:54
the direct mail now they go online to
25:57
get that the ones who don’t the ones who
25:59
are 80 years all this an older
26:00
demographic so the ones who are 80 years
26:02
old to don’t turn on the computer
26:03
they’re not our audience anyway we just
26:06
got new customers that we know that got
26:07
online right but most people are online
26:09
so then what you do is you take that
26:12
person you get them online now you see
26:14
if you can start promoting them online
26:17
much less expensively you know here’s
26:20
the direct mail guy telling you how to
26:21
get
26:22
direct mail right because why do you
26:24
want to keep doing direct mail if you
26:26
don’t have to but now you start
26:28
delivering a bunch of digital content
26:29
that they don’t have you get them into a
26:31
whole nother online funnel but that
26:34
doesn’t mean you give up on the offline
26:36
stuff because then when they become a
26:37
high ticket buyer you go right back to
26:39
what you said where you give them
26:41
something of real of physical product
26:43
value Vic I have a blog going out this
26:45
week I just finished it and it’s all
26:47
about how I developed a book business of
26:49
boardroom by taking books at barnes and
26:51
noble taking them off the shelf and
26:53
creating a direct male version of them
26:55
and when i talked about it at the end of
26:58
this vlog i did talk about going to
27:00
online conferences on internet marketing
27:03
conferences where people were talking
27:05
about the deep dark secret of internet
27:07
marketing is physical product it
27:11
discovered the fact that i sent a
27:13
product on the back end that you might
27:15
get a customer for a longer period of
27:17
time like da e i look hearing that
27:23
because i think that you know not only
27:25
is this Oh 2020 thing just an obsession
27:27
of mine because ultimately i’d rather
27:30
have them online i’d much rather be
27:32
selling them across selling them up
27:33
selling them online but here’s the other
27:36
piece if they came in originally offline
27:39
from a direct mail piece i will
27:41
guarantee you that that customer will
27:44
have a much higher lifetime value than a
27:46
customer that started online and the
27:49
reason is the engagement factor and
27:52
initially for an offline promotion is
27:55
very different when you’re in a tactile
27:58
environment of people reading a direct
28:00
mail letter or reading a brochure or
28:02
reading a catalog if they buy from that
28:05
and then they go online later on i know
28:08
people that have tracked those customers
28:10
we have a higher lifetime value they
28:12
stay much longer and the people who
28:15
started online they’re fine I mean you
28:18
have to calculate ola but calculate
28:20
their lifetime value versus the other
28:21
and i guarantee you the ones who
28:24
originated offline have a higher
28:25
lifetime value so the idea of moving in
28:27
and out is incredible and you also said
28:29
something else which i don’t want
28:30
anybody to lose sight of you you said it
28:32
so i’m going to repeat it that and i
28:34
said it in my blog post
28:36
sweet I said you know it’s a direct
28:38
marketing rule of thumb that you know
28:40
the cost of acquiring a new customer is
28:43
way higher than keeping an existing one
28:46
and we all know that we all talk about
28:49
it but what we’re talking about here is
28:52
you can’t just keep an existing customer
28:54
happy by doing nothing you know they you
28:59
need to be proactive you need to be
29:01
doing stuff with them so you know all of
29:04
these rules of thumb apply to everything
29:06
that’s happening today and I I’m just
29:08
excited because I think if i can get a
29:10
couple of really cool case histories of
29:12
this 02 02 oh I’m I’m excited about it
29:15
but I do i do have a couple of people
29:17
that are really interested as I said in
29:19
trying this this new medium called
29:22
direct mail and integrating it
29:24
integrating it with their online
29:26
business I think that’s fantastic I 10
29:29
for us it’s I actually I look at click
29:31
falls and we really built this SAS
29:34
company offline and it people go how are
29:38
you talk about it even it’s a SAS
29:39
company but it is Jeff derstanding our
29:43
greatest promotions came from a lot of
29:45
direct mail and we sent out to our dream
29:47
one hundred lists and those were I mean
29:50
expensive products a lot it was tied to
29:53
Russell’s promotion giving away his far
29:55
last year which jeff walker one I know
29:57
he did I actually I actually satin it
30:00
but it was really cool for us as I mean

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