Direct marketing often gets misunderstood. Many people assume it’s outdated and too pushy. Some even think it's something that no longer works in today’s world of online marketing. Others wrestle with building a strategy or verifying what actually drives profit. These misconceptions cause business owners to miss opportunities. Chances to connect with customers, scale their company, and create impressive results. But what if we learn a thing or two from the titans of direct response? As an entrepreneur, this can simplify the process and build a marketing strategy that still works today.
In this episode of The Best Business Podcast, host Daryl Urbanski talked with Brian Kurtz — founder, mentor, and business leader. He has decades of experience in copywriting and large-scale marketing campaigns. Brian helped run one of the most successful marketing companies in history. He has mailed over a billion pieces and collaborated with legendary copywriters Household names like Gary Bencivenga and Greg Ranocco. His expertise has turned the Stamford Marriott into a landmark gathering of marketing minds. His mission continues through teaching and mentoring a new generation of marketers.
Be ready to gain practical insights on how to improve the effectiveness of your marketing. learn the copywriting principles that never go out of style. This episode is for every company owner, marketing professional, or anyone who wants to connect better with clients and community. The conversation with Brian is an absolute pleasure, packed with detail, stories, and lessons. You’ll walk away with strategies to save time, serve more customers, and achieve lasting success.
Here are the reasons why you should listen to the full interview
- Learn how Brian used the RFM model to segment customers and drive lasting profit.
- Discover the Brian’s approach to direct mail and online marketing, and why copywriting beats any channel.
- Get clear strategies on attribution, measuring effectiveness, and the power of overdelivering value to your community
Resources
Episode Highlights
The Evolution of a List Master
- Brian Kurtz' is an industry name with marketing achievements, including mailing 1.3 billion pieces of mail and running $80 million worth of TV ads.
- Brian explains how he began as a list manager at Boardroom Inc. in 1981, where he learned the foundation of mailing.
- Starting with “list management” gave him a deep understanding of audience behavior and segmentation strategies like the RFM model.
- He recalls being acknowledged by list legend Dick Benson, a pivotal moment that validated his expertise.
Copywriting as the Core of Success
- Brian explains that every great marketing funnel, website, or video begins with strong copywriting.
- He recalls how a powerful sales letter could be repurposed into an infomercial script, proving that copy drives every channel.
- Collaborating with world-class copywriters gave him lessons in persuasion that still apply to online marketing today.
- He insists that a company’s success depends on words that connect with customers before design or technology.
The RFM Model and Smarter Segmentation
- The RFM model, recency, frequency, and monetary value, helped his company predict which customers would buy again.
- He explained that recency often outweighs monetary value, especially in responding directly and subscription businesses.
- Segmenting by RFM led to campaigns with measurable effectiveness and higher profit.
- This system continues to guide both mail and internet campaigns today.
Attribution and Measuring What Works
- Attribution remains one of the hardest parts of marketing, especially when blending TV, retail, and online marketing.
- He shared how infomercials drove sales at mall kiosks, even when results seemed hard to track.
- Verifying which media worked protected the company from wasted paid spend.
- He reminded owners that without accurate attribution, you could scale the wrong message or product.
Overdelivering as a Business Strategy
- At every event, Brian gave away bonuses worth tens of thousands, showing the power of generosity in business.
- Overdelivering created respect and long-term loyalty in his community.
- He explained that giving more service than expected built trust and repeat customers.
- Attendees felt inspired to comment, subscribe, and remain connected to his work.
Adapting to Customer Feedback and Data
- Discovering a strong female skew in one campaign forced a major shift in the marketing funnel.
- Learning from data and adjusting the messaging to fit the real client base created stronger bonds and higher conversions.
- Brian emphasized that successful companies let data guide the team, not assumptions.
- The lesson was clear: listen to your customers, and the profit will follow.
The Cost of a Click: Online Marketing vs. Direct Mail
- Brian explained how the discipline of mailing directly, where every mistake costs real money, contrasts with the careless habits often seen in online marketing.
- He urged digital marketers to treat every email and ad as if it were paid traffic, reminding them that respect for customers begins with respecting their attention.
- A horror story of mismatched messaging showed how one careless campaign caused mass unsubscribes, broken trust, and lasting damage to a company’s reputation.
- He broke down why congruency, clear segmentation, and reserved offers are not optional, but essential for building long-term success in any marketing funnel.
Habits, Gratitude, and Discipline
- Daily journaling keeps Brian clear on his mission and focused on priorities.
- Practicing gratitude helps him build deeper bonds with friends and professional peers.
- Protecting his schedule gives him the ability to balance life, business, and leadership.
- He warns that envy can leave even successful leaders feeling broke in spirit.
Building Legacy and Community
- For Brian, teaching the next generation is an honor and he's grateful to pass on the torch.
- His team works to carry forward the timeless lessons.
- Every podcast, interview, and event becomes a chance to connect, discuss, and inspire.
- His approach shows that building a community creates more impact than chasing quick wins.
Final Thoughts on Marketing Today
- The best marketing blends timeless direct response strategies with modern online marketing tools.
- Strong copywriting, backed by proven media, still drives the most powerful results.
- Brian promotes that anyone can watch, sign up, and learn more from his expertise and content on his website.
- His journey proves that studying in detail and applying lessons week after week leads to long-term success.
Brian Kurtz – Direct Response Marketer, Founder of Titans Marketing
Brian Kurtz is a legendary figure in the world of direct marketing. He is best known as the CEO of Titans Marketing LLC. There he provides coaching, consultation, and educational services to entrepreneurs and companies worldwide. With a degree in English and Business Administration, Brian combines analytical thinking with a storyteller’s touch. This made him a sought-after mentor and teacher in the marketing community.
Over his remarkable career, Brian has overseen the mailing of more than 1.3 billion pieces of direct written mail. He has managed $80 million worth of direct response TV advertising in just three years. He played a pivotal role in shaping Boardroom Inc. into one of the most respected marketing companies in the world. His work shows a practical sense of what drives results. Brian continues to remind marketers to avoid sounding like a robot and to always connect with real customers.
Brian was also inducted into the Direct Marketing Association’s Hall of Fame. He is honored with awards from both the Direct Marketing Club of New York and the Silver Apple Honorees. Today, he continues his mission through the Titans of Direct Response events with Dan Kennedy. His blogs and books shares lessons that go beyond the bottom line to emphasize relationships and marketing. Known for giving generously of his time, Brian often spends his hours mentoring, teaching, and guiding others.
Expertise: Direct Response Marketing · Copywriting · List Segmentation · Marketing Funnel Strategy · Business Growth · Mentorship
Expertise: Business Growth, Sales, Marketing Automation, Leadership
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