Why You Should Overdeliver With Direct Response Expert, Brian Kurtz

Wes Schaeffer
August 26, 2019

Go a Mile Deep To Find Your Message

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Direct response marketing is alive and well
Advertisers were afraid of the internet at first
But the internet is the ultimate direct response platform
Spend time building relationships and giving away great content
The internet made marketers sloppy
Perry Marshall calls it Maze 2.0
- Entrepreneurs always chase the next shiny object
- Live vs. Recorded
- Online vs. Offline
- How to feel like you’re everywhere
Get in slow but get out fast
Lists, Offer, Copy/Creative (40/40/20)
- Brian calls it 41/39/20
- Another calls it 25/25/25/25 by adding Technology to the end
- Bill Bernbach “Adapt your idea to the technique.”
Technology is not a crutch. It’s a tool.
Go a mile deep to find your message.
You can’t write copy by committee.
Great copywriters are great interviewers.
Gene Schwartz was a great copywriter
The 7 Characteristics of Great Copywriters
The New ABCs of Selling
We are all copywriters at heart
Great copywriters hate writing
It’s hard

Stealing is a felony. Stealing smart is an art.”

Jay Abraham has a file of 10,000 headlines
Dan Kennedy builds walls to not get overwhelmed
Become a trusted advisor vs. just a practitioner
- Join a mastermind
- Highlight the unique knowledge you have
- Build a list
- It does take time
- Take out an ad in the Penny Saver driving traffic to a squeeze page with your free report
- Give and give without selling
- Attract people to you
- Lead with content
A used car salesman sent postcards each week with his inventory
- Brian recommended sending them an offer for a free report
- Be strategic