I recently cleaned out my storage locker…which represented over 40 years of toiling in the world of direct response marketing…which means there was a lot of junk I was paying over $100 per month to be stored. ☹
I had dozens of articles I had written (in both framed and wooden plaque form), dating back as early as 1984.
First lesson: Writing from “experience” when your experience is only 3 years (I entered the business in 1981) is only a good idea at the time.
Let’s say that many of those early “pieces” are not worth recycling…and they made for easy dump worthy wood and glass.
In spite of the nostalgia which only goes so far.
There were also “participation trophies” (e.g. “Thank you Brian Kurtz For Being On The Planning Committee For _________,” and “Certificates of Completion” for some worthless courses).
Also very dump worthy.
But cathartic at the same time.
It’s so freeing to get rid of “stuff” …stuff that you will never look at again or need…which is difficult for a hoarder like me.
I was proud of myself that I trashed a full carload of it.
Unfortunately there is still a truckload of stuff in my dungeon office (a.k.a. “The World Headquarters of Titans Marketing“) that deserves my attention…with “attention” being a euphemism for “throw it out already!”).
That will be a cathartic experience for another day…
Of course not everything could be discarded from my storage locker.
Seven years of QuickBooks still need to be retained (by law) so I removed those bags and boxes from the storage locker, now creating dust in the “dungeon. 🙁
Oh well.
And not everything I had written (and framed) during my formative years screamed “amateur.”
There was one plaque in particular which represented a cover story I wrote (from a trade magazine from 1994) which I spared from the dump’s demolition machine…because it was still timely.
Imagine that.
In fact, I had a 2-hour consulting call with a private client the day before my storage locker purge—a wonderful entrepreneur from France—and the crux of our call was about “list segmentation.”
It’s no coincidence that the spared article from 1994 is also about list segmentation.
Because it’s a topic that defines “timeless.”
Note that my friend from France is very sophisticated so the call turned into an advanced course.
And the call also saved the 1994 article (and plaque, see below) from becoming firewood.
Then I was reminded of an email from someone from my online family two years ago, related to this topic:
I know you started off as a list manager.
Do you know of or maybe you have a course on how to pick or segment lists?
All the great copywriters agree this is the most important part.
I can find a lot of stuff on copywriting, but I don’t know where to go to learn list management or selection.
This is one of those emails that makes me happily relevant.
Just like the recent consulting call.
The fact that he knew I was a “list manager” back in the day (it was my first job in direct marketing) …a job title that has had many variations and descriptions since I held it in 1981…tells me we are probably talking the same language.
Just like the French entrepreneur.
Awareness is the first step to creating a relationship.
Then he shows his curiosity by asking about educational opportunities regarding the most important component of the “three-legged stool of direct response marketing” (List/Offer/Copy and Creative).
On that, he is preaching to the converted.
He is now two for two…and has qualified as someone I want to help as much as I can.
And he went three for three when he said all the “great” copywriters agree with this premise, that lists are the most important part of any promotion.
What he didn’t say is that too many copywriters fail to become great when they ignore this premise.
They run the risk of becoming commoditized…copywriters rather than “copymarketers.”
A “copymarketer” isn’t reading his or her press clippings and bragging about how clever their copy is…but rather doing the research necessary to combat the fact that most compelling copy and creative are nothing without a hungry audience and an irresistible offer.
Research on the audience that will make their copy sing…and more importantly, make their audience take out their credit card and buy.
If you are an “aspiring-to-be-great-copywriter,” I encourage you to read on.
If you are already great, you will still pick up something useful.
And if you are not a copywriter at all, there are lessons for you too.
If you have been reading these Sunday missives for any length of time you know this to be true from the “41/39/20 Rule” to “Copy is the least important element of any promotion…until it’s not.”
There is a simpler way to say it:
It’s the list, stupid. 🙂
Back to the inquiry from my eager student above…because I had some answers for him (and similar answers for my recent French consulting client, albeit more advanced).
Of course, my first recommendation for the kind of learning he is looking for is to join my Titans Xcelerator Mastermind…certainly self-serving…but with justification.
Given that I was born a “list guy,” there are many “list guys and gals” inside Titans.
Dare I say, “list savants.”
It makes sense:
I’ve preached “who you are looking for is you” in many different ways (as I did in this 20 minute video), with a nod of attribution to Dan Sullivan, the top coach for entrepreneurs in the world.
That doesn’t mean I am looking for sycophants and clones; rather I am always looking for the greatest and bestest at everything…because that is what will make me the greatest and bestest…and it so happens that all of the members of Titans Xcelerator, copywriters and non-copywriters alike, are all the greatest and bestest by being convinced that lists are people too.
And it’s the most important piece of the marketing pie.
I even teach this without “bestest” being a word 😊
Since I didn’t expect this student to immediately shell out $2,000 for an annual membership (or even $200 per month) to join Titans, I still wanted to satisfy his need to find the ultimate course or video to learn the basics of list selection and segmentation.
And I had just the thing for him.
Based on being a student of lists in my very early days, I developed a 2-day course, “Where Do Lists Come From…and it’s not from the stork” …which morphed into a methodology (and even a worksheet) which made me (and my students) the best list finders and testers possible.
Which led to the article (and subsequent plaque) from 1994 (yes, the one mentioned above that was given a stay of execution) titled:
Data Cards: Guilty Until Proven Innocent
And while the article was written about lists used for direct mail, there are so many parallels to how lists and media are bought today.
It was a perfect first bite for my inquisitive copywriter, so I shared it with him…and see below as I share it with you too.
The great Dan Kennedy and I are of one mind when it comes to “offline marketing in an online world” (because we discussed that exact topic with my Titans Mastermind when he came as a guest).
Here is how I express Dan’s thesis:
Offline marketing in an online world is not about old news dying on the vine; it’s a differentiator as important as any other because fewer and fewer people are paying attention to it.
It’s not as sexy as online marketing…but it is an “and” (not an “or”) like no other.
Of course, the definition of “sexy” varies from marketer to marketer too.
In addition, everything offline is based on bedrock direct response principles, which can uncover new opportunities everywhere…yes, including online.
If you don’t know what a “data card” is…or a list manager for that matter…I suggest you read the article where I document the background and history about how I navigated the jungle of mailing lists and became the best list manager of all time…well, in my own mind at least.
In it, I break down everything that makes up a list…that is, how it is “created,” how it responds (based on how it is created), breaking down the source of the list, how RFM plays into everything…and much more.
As a sidebar you can also read, “How you sell is how they respond.”
All these concepts are core principles inside the pages of my book Overdeliver.
I hope you will see how everything is still relevant in the “advanced course” despite being written in the Jurassic Period of direct response marketing.
Here is the article as it sits on the plaque that I saved from oblivion…I know, it’s not People Magazine:
No, I don’t expect you to read it off the plaque…or to comment about the fact that my hair is black rather than gray…but you can read the entire article here in a WORD document.
List Segmentation is a topic that will never die…much like Mass Desire from Breakthrough Advertising…both being 100% relevant today despite being “invented” long ago.
I encourage you to connect the dots from “guilty data cards from the world of direct mail becoming innocent” …to guilty online lists (and media) needing to become innocent…using much of the same (or parallel) criteria.
Hint: There’s work involved…you will need to ask more questions.
But I know you are all good at that.
Warmly,
Brian
P.S. The greatest living copywriter, Gary Bencivenga, sent out a wonderful and heartwarming “holiday email” this past week with a story worth reading.
Click here to read it. It will create tears of joy for you.
And give yourself a gift for the holidays by subscribing to Gary’s “Marketing Maxims”…genius from the mind of a genius…and all free.
Click here to become a member of his online family.
P.P.S. Speaking of timeless information (and Gary Bencivenga), I’m reminded of an email exchange I had with Gary a couple of years ago that I want to share with you today:
You might think it’s silly that I look at every book order…but every buyer of my blue-chip educational products and books is special to me…and when I receive an order from anyone, I have an immediate kinship…and some buyers even deserve a personal response.
I know that sounds corny…and time consuming…with thousands of orders received every year…but it’s what I do.
And you never know what surprises lurk inside your orders. 😊
In this case, receiving a paid book order from none other than Gary Bencivenga was beyond delightful.
My copywriting hero is still a student (of course he is)!
And since he taught me so much during my career, he deserved special attention.
When I sent Gary an email letting him know “his money is no good here,” it spurned a wonderful email exchange.
Here was his response when I told him he should know better than to “buy” a book from me:
You’re too kind!
Thank you so much for the gift—from both you and Gene.
What a talented combination!
I had no idea this book [The Brilliance Breakthrough] even existed.
As soon as I came across the title recently, I looked on Amazon.
There was only one copy available, and the price was $3,083!
[NOTE FROM BRIAN: The price on Amazon fluctuates for used copies of The Brilliance Breakthrough…at the time of this writing, the price is now between $449 and $2,000…click here. At least it’s down from $3,000. Obviously, I don’t charge anywhere near that]
I admire how well your enterprises are doing. Bravo!
Your newsletter is so informative…and a pleasure to read.
Of course, your super-successful post-Boardroom career is no surprise, given your knowledge, experience, and wonderful way of working with people.
All is well here, thank goodness.
I hope the same is true for you and yours.
You’re a prince, Brian, and it’s been such an honor to know you all these years.
All good wishes, my friend.
And thanks again.
My response to Gary (after blushing from his compliments):
If I am a “prince” it’s only because I have been a member of your Royal Family over the past 40 years, with you as Emperor. 😊
And putting my name with Gene’s in the same sentence certainly makes my day…and he, like you, are both on my Mount Rushmore of copywriters.
The price points on Amazon vary for The Brilliance Breakthrough…this latest one is awesome…talk about a price anchor for my version at $195!
A lost classic at a 94% discount!
I’m thinking about using that…
[NOTE FROM BRIAN: Today it’s only a 43%-90% discount…still not too shabby]
Enjoy the book.
And read my afterword which talks about what a lost classic The Brilliance Breakthrough really was…
Cheers!
Hearing that Gary was not aware the book existed was a kick in the head…which didn’t hurt…because he now owns a copy. 😊
Because of that, however, I will assume that many of you don’t know that it exists either, whether you are a fan of Gene’s other classic, (Breakthrough Advertising) or not.
I encourage you to check out Gene’s “other lost classic” here.
It’s more than a book—it’s a mini course to “write like Gene Schwartz” …and it includes a workbook.
The subtitle (and promise) of The Brilliance Breakthrough says it all:
“How To Talk And Write So That People Will Never Forget You”
And you don’t need to be a copywriter to get a lot out of it…as evidenced by the many folks who buy the book with multiple workbooks for their kids.
It’s a book about writing…and choosing the right word(s) for every occasion…words that create images in your reader’s mind…with perfect grammar not being the priority.
Don’t tell my 3rd grade writing teacher about that last part. 😊