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The Dangers of Over Delivery – In Just 7 Minutes with Brian Kurtz

Why you've got to check out this episode

  • Understand the importance of being specific about your product and who your target market is
  • Learn what are the three secrets that can help you step up your copywriting game
  • Discover how you can get specific and find your niche in the business
Click here to get Brian's valuable free resource
Prefer to read? Download transcript

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Summary:

Have you been struggling to find your forte or niché in the market?

Trying to solve everyone’s problems through your product isn’t going to do good for your business. If you’re thinking that by being everything to everyone is going to bring you more profit, then you’re wrong. You’ve got to narrow down your market and start from there.

Brian Kurtz has had two careers. The first spanned 34 years as a force behind Boardroom, an iconic publisher and direct marketer. The second is the Founder of Titans Marketing, a direct marketing educational and coaching company.

Grab your pen and paper as Brian puts down all his marketing cards and shares his secrets on how you can increase your sales through the right marketing and better copywriting.

Check out these episode highlights

  • 01:42 – Brian’s ideal client: My ideal client is not necessarily niche. It’s basically anyone who was doing direct response marketing, and that’s as a marketer, as a copywriter, and as a media buyer.
  • 02:58 – The problem he helps solve: I start wide in a way by bringing them in because they want to do direct response marketing. But then I am interested in what they’re doing.
  • 05:49 – The symptoms of the problem: One of them is the thing that people think they’re inventing stuff when it’s already been invented. And that’s true all the time with everybody! I start my conversations with, “I’ve never invented anything.”
  • 06:42 – Brian’s Valuable Free Action (VFA): I would say that the creative, the messaging, and the words that you’re going to use to sell anything are the least important element of any campaign until it’s not.
  • 07:47 – Brian’s Valuable Free Resource (VFR): Want to know the secrets to marketing success? Click here: www.briankurtz.net
  • 08:08
    Q: Why is my picture on Jimmy Stewart’s body in It’s a Wonderful Life or why is there a T-Rex on my table?
    A: So basically, It’s a Wonderful Life is one of my favorite movies of all time. And it’s one that always, every Christmas and not during Christmas, I always want to watch for inspiration of what life would have been like if you weren’t there.

Tweetable Takeaways from this Episode

“You have to get the market right. You've got to get the offer right. And then focus on the messaging and the creative.”

Brian Kurtz Tweet
About Tom Poland

I am a Marketing Mentor who started my first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time I managed teams of over 100 people and annual revenue of more than 20 million.

These days my thing is “Leadsology®: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year.

Over 2000 business owners across 193 different industries and 4 continents have been through my programs and many have gone on to add millions to their earnings and their testimonials are available on this website

My work has been published in 27 countries and I’ve also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others.