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



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

Resources/Links:

Want to know the secrets to marketing success? Click here: https://www.briankurtz.net/

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: https://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 KurtzClick To Tweet

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:10
Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from the very sunny Sunshine Coast here in Australia, joined today by Brian Kurtz. Brian, good day! A warm welcome from Down Under. Where are you hanging out?

Brian Kurtz 00:23
I'm hanging out in Westport, Connecticut, which is a suburb of New York City, basically.

Tom Poland 00:28
Right! As New York creeps. I could probably spend the entire interview just tilting my and head looking to see what you got on the wall there. Memorabilia. But we better not do that! Folks, if you're listening to this on iTunes or iPod, you probably want to hop over to our website and check out the video because it's worth just looking at the background. Brian, thanks for being on the show! For those of you who haven't heard of Brian, you're probably living in a cave if you're in the world of marketing because he's had two careers. The first spanned 34 years as a force behind Boardroom,