Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing by Brian Kurtz (Hay House, April 2019)
Overdeliver has deep roots in the principles I’ve advocated for decades: sticking to your ethics, thinking and acting from abundance, building relationships without looking for “gimmies,” creating massive leverage from small actions, and matching offer to audience.
Brian is a leading expert on direct marketing. Together with publisher Marty Edelston, he built Boardroom/Bottom Line newsletters to the most successful mass-market paid-subscription-based newsletter franchise in the country. And he’s not even a copywriter or a list manager (though he hires the best out there).
He is, however, a gifted writer. The book is filled with great stories told well. And nice touches—a summary of key points at the end of each chapter, thorough index—create a positive reader experience. He even got Jay Abraham to not only write a forward, but personally guarantee readers’ satisfaction. How many writers come up with a book so worthwhile that a non-involved third party will guarantee the purchase?
One thing he points out over and over again is the hidden cost of not being authentic. Don’t be seduced by quick dollars into making an offer that’s not congruent with your audience. Even one offer that feels false or out of alignment can cause massive unsubscribes. Suddenly, the list you built up for years loses half its names and 80% of its value.
For decades, Brian carefully tested, tracked and ANALYZED the results, segmented his lists, rinsed and repeated. He can even tell you the relative profitability of offers that brought high initial purchases but little repeat business, versus mailings that converted slowly at first but had vastly better renewal rates—across specific lists those two mailings were sent to.
With this data and an almost religious belief in lifetime customer value, he knew he could spend even three times the initial sale on acquiring the right customers, because they’d more than make up the difference over the next several years. He learned whether a certain list would respond to upbeat or paranoid copy, what freebies and incentives worked with which types of buyers, whether those buyers paid off in the long run, and whether they came from a list of inquiries, free subscriptions, active buyers, or ex-buyers. Tracking this granularly is far more useful than tracking demographics, and then your own list becomes golden. He lays out his testing strategy on pp. 112-113, and also some magic questions every marketer should ask, especially in Chapter 6. And he acknowledges mistakes/painful lessons.
Using this knowledge, he encourages his clients to analyze their customer acquisition and payback costs and to be unafraid of spending to acquire long-term customers if the numbers work. He even advises them to become so niched that they become “a category of one”: the only choice. But that doesn’t mean isolating yourself. Find people who will advise you, including telling you when you’re either too full of yourself or full of crappy ideas (pp. 215-216). That’s part of a relationship chapter that would be alone worth the price.
He also encourages marketers to respond to immediate changes. He removed affected zipcodes from a mailing following a hurricane, and then gave free list rental to disaster relief agencies. Related: provide superior service to win back ex-customers who become your best ambassadors. They came to you because they shared your vision and values, after all (p. 186).
Disclosure: Brian and I are friends, and I’m one of those several hundred people acknowledged (I don’t actually know why). |