Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing

by Brian Kurtz

Brian Kurtz is the bridge connecting the bedrock fundamentals of direct response marketing to the state-of-the-art strategies, tactics, and channels of today. Overdeliver distills his expertise from working in the trenches over almost four decades to help readers build a business that maximizes both revenue and relationships.Marketing isn't everything, according to Brian Kurtz.It's the only thing.If you have a vision or a mission in life, why not share it with millions instead of dozens?And while you are sharing it with as many people as possible and creating maximum impact, why not measure everything and make all of your marketing accountable?That's what this book is all about.In the world of direct marketing, Brian Kurtz has seen it all and done it all over almost four decades. And he lives by the philosophy, "Those who did it have a responsibility to teach it." Here's a small sample of what you'll 4 Pillars of Being ExtraordinaryThe 5 Principles of why "Original Source" mattersThe 7 Characteristics that are present in every world class copywriterMultiple ways to track the metrics that matter in every campaign and every medium, online and offlineWhy customer service and fulfillment are marketing functionsThat the most important capital you own has nothing to do with moneyAnd much moreWhether you're new to marketing or a seasoned pro, this book gives you a crystal-clear road map to grow your business, make more money, maximize your impact in your market, and love what you're doing while you're doing it. Kurtz takes you inside the craft to help you use all the tools at your disposal--from the intricate relationship between lists, offers, and copy, to continuity and creating lifetime value, to the critical importance of multichannel marketing and more--so you can succeed wildly, exceed all your expectations, and overdeliver every time.

Genres: Business, Startup, Nonfiction, Entrepreneurship, Audiobook, Professional Development

298 pages, Kindle Edition

Published April 9, 2019

Reviews

[Carrie · Rating 5 out of 5]

For a business-related book, this was a good read with relatable tips and feedback for growth.

[Laura Steward · Rating 5 out of 5]

I bought the Kindle version and was gifted the hard copy which is now so dog eared it is twice its size! I read a lot of business books as I am always looking to shift my perspective and learn some new questions to ask. This book not only provides new questions it helps you answer them.

No matter what level you consider yourself in business and direct response marketing, you will find nuggets you can implement quickly to begin shifting your marketing to marketing that gets results. This book, and its supporting material, can become your go to guide to take your business to the next level.

I especially love the real world examples, the swipe content and the appendices that are like a Ph.D in marketing just on their own. Each chapter has several nuggets and even contains information on how to monitor effectiveness, why to consider doing something and how to make overdelivering to your clients and staff the core of how you do business.

If you cannot figure out how to start or improve your direct response marketing after reading and implementing just one of the ideas presented in this book from over 4 decades of experience, I would be surprised.

[Mark Fallon · Rating 4 out of 5]

A book I almost skipped because I don't work in direct marketing. However, a lot of my clients do, so I read it. And I'm glad I did.

A lot of the ideas shared can be applied to any business, and I've already started implementing some.

The one - very significant - drawback, was the exclusion of women as examples. The half-hearted explanation in the acknowledgements section made it worse.

[Cedric Crumbley · Rating 5 out of 5]

A wonderful journey through direct response. Every student of marketing should have this book in their study.

[T. Laane · Rating 4 out of 5]

MARKET RESPECT. Know, love, and respect your market like you would your family; customers aren’t clueless, so treat them just as if they’re the most important people in your life. If you want to understand your customers, actually take time every week to investigate what they’re up to and what they want, because you can’t impose demand, you need to listen for it.
CUSTOMER CONNECTION. The customers will always know if you are genuinely in their corner, so don’t fake it or try to manipulate them — they can see right through that.
Lawrence Pearsall Jacks: “A master in the art of living draws no sharp distinction between his work and his play; his labor and his leisure; his mind and his body; his education and his recreation. He hardly knows which is which. He simply pursues his vision of excellence through whatever he is doing, and leaves others to determine whether he is working or playing. To himself he always seems to be doing both. Enough for him that he does it well.”
STEALING SMART. Stealing smart isn’t about copying blindly, it’s about noticing what works and adapting it to your own situation with a little twist of cleverness.

[Bruce · Rating 5 out of 5]

This book is a definite read for anybody that has through putting an organization which is every organization from inventory to products built and manufactured to a simple service that has to go from sales to invoice is throughput. The most interesting thing is when they say to abolish local efficiencies because most of us focus on making sure that every employee is busy but that doesn't mean that it doesn't it doesn't create accumulation of unnecessary inventories the book is actually a very good read and fun to read as well written good job

[Bruce Harpham · Rating 4 out of 5]

An excellent overview of direct response marketing principles and stories. I especially liked that the author brought his expertise from direct mail marketing to the discussion. The discussion on the importance of lists (i.e. audience) was also great. There were also great chapters on offers, copy and networking. The recommended reading section at the end of the book is outstanding.

[Russsell Lundstrom · Rating 5 out of 5]

Brian is a living legend.
I looked forward to reading this book from the moment I heard he was publishing.I ordered it the instant I could.
I wasn't disappointed.
And now I give this book as a gift to all my business friends.
It is now one of the most basic business books you can read.
Top 5 for sure.

[Saman · Rating 4 out of 5]

This book is not just about direct marketing. It also teaches you how to be a better business person.
Written in story format, it's really fun and easy to read. Highly recommend it.

P.S: Its further reading section is a treasury of great books. Don't forget to pick your next book from there.

[Steven Lewis · Rating 5 out of 5]

A practical book by a master in the field of direct response referencing advice and best practices from a copywriting hall of fame. What’s not to love?

[Dennis Ray · Rating 4 out of 5]

Solid advice.

[Nikolay Sitkarev · Rating 5 out of 5]

a great inspiration to discover the world of marketing

[Karen · Rating 1 out of 5]

This was just not the book for me.

[Domenik · Rating 4 out of 5]

Love Brian, been part of his mastermind and got a signed copy of this gem in my shelf

[JB · Rating 5 out of 5]

Awesome book for learning about direct response marketing, especially as a beginner on the subject. Things I learned:

1. Lists are everything
2. Measure everything
3. LTV/CAC
4. 40/40/20 rule
5. Swipe files
6. Network like it’s your job

[Ed Barton · Rating 5 out of 5]

Written by a superb marketing mind, the book covers the key elements of direct response marketing - the list, the creative and the offer. The information is useful and extensible to online, offline or multichannel marketing approaches. Woven between the marketing elements are useful business and life tidbits that make the book deeper and more enjoyable than the typical marketing book. Good read.