Last night I was cleaning out one of my book shelves and I stumbled on Brian Kurtz’s incredible book, Overdeliver.
I haven’t read the book in a few years…
So I started thumbing through it…
I wasn’t planning on reading the book…
However 3 hours later, I was on my couch with a notepad and 2 pages of notes from the book.
I honestly forgot how good this book is…
It’s like the bible of running a DR business…
So with that said…
I wanted to share a few of the ideas in the book that stood out to me…
1. If you have any type of subscription offer, you are in the renewals business.
And most people don’t put enough effort into getting the renewal. They focus all on the customer acquisition. However the renewal is where all the money is (especially if you can get multiple years of renewals)
So put more focus on the renewals.
2. You’ll never find a better buyer than someone that hits on all 3 aspects of RFM (RFM stands for recency, frequency and monetary).
A good RFM buyer is someone that bought recently, they bought multiple things, and they spent a lot of money.
Buyers like this are GOLD.
And you should treat them differently than your other buyers (AKA special offers just for them)
3. Nothing is more important in terms of conversions than how well an offer matches the list.
Good copy is important…
And it always will be…
But it pales in comparison to how congruent the offer is for the list.
Nothing will convert better to a list of women with thyroid issues than another thyroid offer (even if you think they’ve seen too many of them already)
4. The angle that people bought to get on your list is a sign of how they’ll buy in the future.
So if someone got on your list by buying an anti-aging offer where the copy was doom & gloom…
That means they’ll respond well to more anti-aging offers with doom & gloom copy (this is simple idea, but most people never realize this)
What they buy to get on your list is a good sign of how they’ll buy in the future.
I could go on an on with this…
Cause Brian’s book is filled with gems like this.
But I wanted to share just a few of these insights with you incase you havent read the book (or havent read it in a while like me).
Further more…
If you’re not in Brian’s world learning from him already, then shame on you.
His book is a must-read (right up there with Ready Fire Aim).
And his weekly email always has incredible insights from old-school marketers like Gary Halbert, Gene Schwartz and Gary Bencivenga.
So if you’re not on his list, I’d suggest getting on it here.
And if you haven’t read Overdeliver yet, you should definitely get a copy.
The book itself is killer…
And well worth the $19 on Amazon.
But Brian also practices what he preaches and “overdelivers” with the bonuses.
So you not only get the book, but you also get the Titans of Direct Response event recordings (I was at this event and it was incredible), Dan Kennedy’s private swipe file, and like 8 other bonuses as well.
So the bonuses alone are worth getting the book.
Anyways…
If you haven’t gotten a copy of the book yet…
I suggest you grab one.
In my mind, it’s one of the “must reads” if you’re a copywriter or you have your own offers.
So feel free to grab a copy right here.
You’ll be glad you did.
- Justin
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