April 19, 2019

Watching the events from Paris this past week made me think about my trips there over the past few years.

It brought me back to a place of wonder…and of course made me a little sad too.

I wanted to share those thoughts with you again in the hope that we can all find hope and revival as Notre Dame gets re-built.

Five years or ten, it will get rebuilt.

My first trip to Paris was five years ago…and I fell in love with the place.

And as you might imagine, my thoughts turned to romance…gluten-free crepes (do they exist?)…and of course email marketing.

I’ve been back to Paris twice since then—both times to speak—and I actually did three interviews for my friends in France (with my host, Sebastien Night, “The French Marketer”).

In those interviews I talk about some epic failures, my favorite books and continuous improvement…and you can access them here.

I also wanted to continue on the theme around the resurgence of that “new medium” called direct mail…the medium that I recently compared to “making sushi at home”…that is, you can do it yourself but I wouldn’t recommend it.

But even though you shouldn’t do direct mail without a lot of support, you also shouldn’t ignore what is clearly “the least crowded In Box” for consumers and business people alike.

Back to Paris to illustrate this point further… more importantly to talk about best practices in email marketing, not just direct mail.

One of my favorite stops was at the Cathedral of Notre Dame de Paris…an amazing edifice.

I worked off some “croissant calories” by walking the stairs to the tower (and when I got to the top, I hung out with a famous gargoyle …see picture at the end of this email).

I swear he reminded me of a sleazy internet marketer I met recently.

I thought I heard him asking me to send him money to support a Nigerian prince too.

The church was built in the 12th century…well they started building it in 1163 but it wasn’t completed until 1345.

The craftsmanship is phenomenal…and seeing it up close and personal got me thinking.

Lots of folks put in a lot of time, planning and effort to figure out how to get that thing built without a crane…or an elevator shaft…or any modern tools.

I know what you’re saying…go visit the Pyramids, Brian, and you won’t be so astounded.

But it was still the 12th century.

The craftsmanship had to be perfect and no move could be taken without it being thought through in a big way.

Sort of like doing direct mail.

OK…it was a lot tougher to build Notre Dame than to do direct mail…and the relative cost was a lot more in 12th century dollars too.

And I have to admit that the cathedral is a lot prettier to look at than any #10 envelope I have ever received in my mailbox.

However, the way some people today fear direct mail, you would think that building Notre Dame would be easier than considering the medium that has been creating marketing successes for decades…dare I say a century.

And even Ben Franklin thought it had potential over two centuries ago.

So great news…direct mail is cheaper than building Notre Dame AND we don’t have to wait for almost 200 years to get the final results.

Although some online marketers think that waiting 6 weeks to accurately read a direct mail campaign might as well be 200 years.

And then I started thinking about email.

After visiting Notre Dame, I remember going back to my hotel room to check my email for the first time in a week…I have 9 different Gmail accounts…and one of those Gmail accounts is where I “sign up for stuff” to track what others are doing marketing-wise.

Some examples are retail stores, memberships, programs, webinars…maybe even some opt in pages from some of you in my online family.

All of my “in boxes” were flooded with stuff since I had been a free man in Paris for a week.

In particular, the email address where I sign up for stuff had hundreds of unread emails in it…most of them were awful…they were noisy, not targeted and very repetitive.

I hadn’t noticed how bad they were (and how often I get the same bad emails) until I didn’t check the box for a week.

I started thinking about how much thought (or lack of thought) goes into sending 5 emails in 5 days to someone with virtually the same offer, maybe worded a little differently each time.

But not enough difference to have it qualify as being “creative.”

Or effective.

Or useful.

It is all so annoying.

Then I thought about the construction of Notre Dame…and the building of a direct mail campaign…and how neither could afford the sloppiness I was witnessing in that one Gmail account.

A good friend of mine (and world class marketer) Dean Graziosi gave me a quote to live by…and I encourage you to spread the word on this one:

“Customers refund transactions, not relationships.” 

There was nothing about “relationship building” in most of the emails in my In Box.

It is so frustrating to see all that waste.

I often lament that in all my years in direct mail, we really couldn’t do true relationship building by itself…direct mail was way too expensive.

Gordon Grossman, architect of the Readers Digest, used to tell me:

“Everything in direct mail must sell something.” 

The idea of “content marketing,” (i.e. giving away our best stuff for free or at least some of our best stuff for free), which we all take for granted today as something we all should be doing online, was just not affordable offline for the most part.

And while I agree with Gordon on the need to always “sell” with all of our direct mail due to the high cost, I remember making a commitment to developing breakthrough direct mail creative that actually did give away “real content” even when it was dangerous to do so—and it made for relationship building while selling.

That was not the norm at the time I was cutting my teeth in direct mail, but we were trendsetters…and there were many like us that marketed similarly…and those are the mailers who have survived to this day in a very tough and expensive medium.

Today, the best direct mail has this component built in wherever possible.

I think Gordon would agree on this the new rule for online marketers based on what we have learned over the years offline:

“Everything in email must achieve something” 

And those of you who are big emailers, I dare you not to sell all the time…and if I could recommend just one thing to you, be selective when and how you sell.

Many of you know this already…hopefully you are OK if I am preaching to the converted too.

Email being cheap (and having a responsive email list that others want to mail to as much as you do) is not a license to kill your list…or your relationships.

Doing these weekly emails has taught me a lot…and even though I sometimes sell you something…whether it is  my Titans materialsthe Bill Jayme swipe file…or the classic books Breakthrough Advertisingand  The Brilliance Breakthrough by Gene Schwartz…I am careful to keep the selling relevant and congruent.

The key, I think, is that I only want to offer you something of true value after I spend considerable time and effort developing this relationship with you.

And everything I sell has been–-and will continue to be–-congruent with my overall mission of providing you with the best direct marketing content I can find.

And while I’ve made some money selling stuff, do you know what has been the most satisfying thing over these last 5 years of writing this weekly blog?

It’s that I receive very few unsubscribes over time, higher open rates even as the list becomes larger and virtually zero complaints.

And I address every complaint one-on-one.

Always remember that customer service is a marketing function (which is Chapter 8 in my new book).

Please read “The return on returns” where I hopefully prove that point…and pick up my book too (which comes with some fantastic bonuses).

Unsubscribes, open rates and customer complaints are the key metrics these days (in addition to “sales” and “profit”)…so thank you for your trust…and thank you for continuing to read and interact with me.

And please pay close attention to those metrics with all you do as you sell.

I know that I never could have figured out how to build the “Cathedral of Notre Dame de Paris”…in the 12th Century or the 21st…but as you read about “How paying postage made me a better marketer,”(which is the title of Chapter 3 of my book), I am confident that I can build a list and “use email for good rather than evil” because of how I learned to build direct mail campaigns.

And as we have all learned, the fact that email is inexpensive is not an excuse to exploit our respective tribes…it’s much more about the opportunity to build.

Now is the time to build our lists the right way while we re-build Notre Dame.

Please think about the craftsmanship of the Notre Dame cathedral the next time you write an email…and before you hit send.






P.S. Here’s a picture of me with that internet marketer…er…gargoyle…atop Notre Dame.


P.P.S. My good friend Julie Cairns wrote an amazing book, The Abundance Code,  which is now available on iBooks and Amazon Kindle for around a buck until the end of April.

It’s a terrific book–one of the best I’ve read about a subject we all struggle with and need guidance on–and I wanted you to have an opportunity to buy it.
And clearly, this is not an affiliate deal.
The special priced ebook is available from major ebook resellers:

Book blurb:

Are you frustrated in your efforts to succeed and create abundance in your life? Are you exasperated even though you may have set financial goals for yourself, gained knowledge, and worked hard? Are you wondering what is standing in your way, preventing you from accessing the life of freedom you’ve been dreaming about? Well, The Abundance Code is here to provide the answer you’ve been searching for . . .

There is a hidden yet crucial element to success and abundance that most people are unaware of – because that essential element is buried in their unconscious minds. 

The Abundance Code is about how you can (and must!) rewrite your subconscious programming so that you can effortlessly achieve the rich life of abundance you deserve. Julie Ann Cairns takes you through the “7 Money Myths” – an extremely common set of subconscious barriers put up between you and your attainment of abundant wealth and freedom – and helps you banish them, so that your subconscious “code” can come into alignment with your conscious goals for financial freedom. If your underlying programming does not support your goals – and it probably doesn’t – then Julie will show you how to get out of your own way and finally access the life you have always wanted. 

You can be successful, you can be wealthy, and you can make money without expending physical effort or sacrificing too much of your precious time. You can become financially free with the luxury of choice. If you have tried and tried to attain financial freedom but are still struggling, then this book will provide the breakthrough you’ve been waiting for.

Book Reviews for The Abundance Code: How to Bust the 7 Money Myths for a Rich Life Now by Julie Ann Cairns 

“Have you ever wondered why money and success seem to come so easily to some people – when they have no more talent than you, no more skill, and they certainly don’t work any harder than you do? Have you ever thought that you just didn’t have the the knack for making money? Or you just don’t have “money luck”? Here’s the truth: your level of success is a direct result of your mental programming about money and success – and you had that programming subconsciously installed years ago by parents, siblings, and friends. And if you’re like most people, that money programming is holding you back. The Abundance Code will peel back the layers of that faulty mental programming, and it will install the new success source code that will unconsciously and automatically put more abundance in your life.” – Jeff Walker, Internet Entrepreneur and #1 New York Times Bestselling author of Launch

“Julie Ann Cairns has written a book with a message I wish more intelligent, hard-working people would take to heart: Financial freedom and opportunity are within your reach. Beginning with her own personal story, and incorporating insights from the fields of psychology, neuroscience, and economics, Julie Ann outlines detailed steps for overcoming the beliefs that keep so many from achieving their financial goals.” – Ruth Buczynski, Ph.D., licensed psychologist, President of The National Institute for the Clinical Application of Behavioral Medicine

The Abundance Code is like having a guide shine a light on the hidden gates that lock you out from living the life you’ve dreamed of. Not only that, Julie Ann Cairns also hands you a set of keys to open each door. The only question is, are you ready to walk through? If so, be prepared to read and think, ‘I don’t do that. Ohhhh. My. Goodness. Yessss I do.’ As each myth is explained, you’ll start to realize the maze is in your mind. The Abundance Code takes you by the hand and shows you the way out of the maze, to a stunning new world of abundance.”– Victoria Labalme, International Speaker, Performing Artist & Strategic Performance Coach 


“Julie Ann Cairns is not only one of the most insightful, heart-based entrepreneurs I’ve met in my 38 years in business but she is also uniquely qualified to bust all of our myths about money. Her riches to rags and back again story is a unique journey… and thank goodness she has decided to share it with the world.

There is a new life lesson on every page of this book. My own money ‘truth’ was ‘money changes everything’ in so many contexts: conversations, business deals, personal interactions etc. But after reading The Abundance Code, I see that one is now a myth as well. It is not the money that changes everything… it is how we get in touch in a profound way with our core desires, knowledge and beliefs. THAT is what changes everything.

Julie Ann guides us through all of that through her wisdom, experiences and huge heart. I will sleep better for the rest of my life after reading this book knowing that I am the one in full control when it comes to my relationship to money… By following Julie Ann’s message closely and  taking advantage of the hands-on tools in this book,  I guarantee that banking on yourself (pun intended) will lead to one epiphany after another for you too as you bust your own money myths.” – Brian Kurtz, Former EVP of Boardroom Inc. and Serial Direct Marketer 

On iBooks for $0.99 https://itunes.apple.com/nz/book/the-abundance-code/id1435977845?mt=11&ign-mpt=uo%3D4

On Amazon Kindle (for $1.09)   https://www.amazon.com/exec/obidos/ASIN/B00ZB242XS/hayhousecom-20



About the author 

Brian Kurtz

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Title Goes Here

Get this Free E-Book

Use this bottom section to nudge your visitors.