제목: Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
저자: Brian Kurtz
브라이언 요약:
- 마케팅은 중요하다.
- 관계가 중요하다.
- 많이 주고 도와줘라.
브라이언 노트:
Introduction
- Direct Marketing
- Eugene (Gene) M. Schwartz : copywriters - Breakthrough Advertising
- This book is about direct marketing, which is measurable marketing in any medium.
- Direct marketing is all about measurability and therefore accountability.
- Be involved in all your marketing efforts, even if you outsource everything.
- Marketing is not evil
- No one spends enough time on lists
- Customers refund transactions... Not relationships
- Credibility & Transparency trump all
- Always think direct marketing
- Use your personal brand in your marketing when applicable
- Advertising opportunities are now infinite
- SingleChannelMarketingissoboring
Chapter 1: Overdeliver
- Lessons from Marty Edelston
- 1. Outworked everyone
- 2. Insatiable curiosity
- 3. surrounded himself with people smarter than he was in areas where he lacked knowledge or expertise.
- 4. focused on helping others first
- Power of 100:0 - You give 100 percent of your effort at all times, even if the other side is giving nothing.
- Adam Grant: Give and Take.25% are givers 19% are takers and 56% are matchers :How you give not how much you give
Chapter 2: Original Source
Chapter 3: How Paying Postage Made Me a Better Marketer
Chapter 4: List Building & RFM
Chapter 5: Offers
Chapter 6: Creative & Copy
Chapter 7: Multichannel Marketing
Chapter 8: Customer Service & Fulfillment
Chapter 9: Continuity & LTV
Chapter 10: Playing the Long Game
Brian Yom
2001년부터 웹사이트 제작하고 지금은 미국에서 웹사이트 제작과 온라인 마케팅 회사를 운영하는 브라이언입니다. 다양한 온라인 비즈니스와 웹사이트를 직접 운영하며 쌓은 구글 SEO, 백링크, 워드프레스, 디지털 마케팅 경험을 바탕으로 실무 중심의 정보를 공유하고 있습니다. 이 사이트가 여러분의 온라인 비즈니스 성장에 도움이 되길 바랍니다.