Brian Kurtz is a legendary marketer and an umpire for Little League Baseball. Brian is unique not only for his marketing prowess and acumen but for being able to do something that most small business owners have not been able to, which is finding passion outside their vocation. Brian reveals how his umpire gig enhances his work in marketing and talks about why it is important for marketers not to define themselves by the channels they use. There are benefits to be reaped by making use of multi-channel marketing — tune in to get some insights from Brian on this episode!

 

Key Takeaways:

[:20] John introduces his guest for this episode — Brian Kurtz.

[:39] Brian talks about his umpire gig — it’s a way for him to take his mind off his business by refocusing it elsewhere.

[3:59] Umpiring is related to marketing. Brian explains how.

[6:20] Brian is a real example of how he has used something he does outside of work to enhance his work.

[9:04] Marketing is the foundation for any successful, growing business. It’s not just about getting new clients; it’s also about retaining the ones you already have by making use of multiple channels and touchpoints.

[12:00] It’s important to analyze your audience, especially if it is very broad, to accurately segment and create messaging to effectively reach out to them.

[14:45] The idea is to move away from selling and toward marketing. Marketing is about positioning your audience so that they can’t wait to buy from you.

[17:15] Brian shares an example of a company that flipped the argument from selling to relationship building.

[21:46] What is Brian’s background?

[24:28] Don’t fall into the trap of defining yourself by your channel! Taking a multi-channel approach diversifies your portfolio, and allows you to meet your customers where they want to be met!

[27:17] Why do people resist direct mail marketing?

[31:32] John draws a parallel between online dating and email marketing, and the importance of having tangible products.

[34:22] Brian has two Mastermind groups — he talks about how he has segmented out of the broad category of Masterminds and created a niche that is unique and different.

[36:28] Brian’s first Mastermind group caters to multi-channel marketers, and everyone in the group needs to be an active participant.

[39:18] Brian’s second group is his Masterclass group, meant for companies that are not quite where they want to be yet.

[41:37] Brian does five live events every year for his groups, and these events are a hotbed for idea generation and interaction between the best minds in the industry.

[46:07] Get yourself a copy of Brian’s book to get on his list, and get access to all sorts of great resources!

[51:10] Brian is also selling Breakthrough Advertising, by Eugene Schwartz, which is a fundamental book for marketers, so check that out as well!

 

Mentioned in This Episode:

Brian Kurtz

“Christmas Cards in July,” by Brian Kurtz

Breakthrough Advertising, by Eugene Schwartz

The Brilliance Breakthrough: How To Talk And Write So That People Will Never Forget You, by Eugene M. Schwartz

“Branding without Getting Hives,” by Brian Kurtz

“Financial Gravity Podcast Episode 36: Perry Marshall — Understanding 80/20 is the Key To Success”

Reality in Advertising, by Rosser Reeves

The Advertising Solution, by Brian Kurtz and Craig Simpson

Scientific Advertising, by Claude Hopkins