Thursday, September 25, 2014

11 Marketing Nuggets from The Titans of Direct Response

Titans of Direct Response
Titans assembled, left to right: Brian Kurtz, Ryan Lee, Parris Lampropoulos, Mike Fishman, Fred Catona, Arthur Johnson, Eric Betuel, David Deutsch, Jay Abraham, Ken McArthy, Joe Sugarman

Do you love marketing? You should, if you own or manage a business. Otherwise, you’ll run out of clients.

Do you love direct-response marketing? You should, if you want to track and improve your marketing. Otherwise, you’ll run out of money.

... Still with me?


Then you’ll understand why I was thrilled to attend “The Titans of Direct Response” event hosted by Brian Kurtz and Boardroom Publications.

Imagine a Mount Rushmore of marketing legends with 11 heads ... that suddenly started talking ... for two days straight. That reeks of hyperbole, sure. It’s also true.

Anyway, you can read their bios here, but let’s get to it -- here are 11 nuggets of marketing wisdom I learned at "The Titans of Direct Response" ...

1) Dan Kennedy: There are only really two kinds of copy: product information and emotional manipulation. Wage everything on emotional manipulation; this sells way more than facts. Example: To sell a cat toy, don’t talk about the toy. Talk about how neglected and bored the cat is while you’re away at work. The toy will pretty much sell itself.

2) Ken McArthy: The System Formula for any website is this: traffic plus conversion equals profits. You need to obsess over these simple elements. And remember that it’s not a web site -- it’s a sales system.

3) Perry Marshall: The best unique selling proposition (USP) won’t need a copywriter; it’s not about stringing words together. Ordinary people will discover and share a USP with each other -- it’s baked into the product or service.

4) David Deutsch: Here’s a test of how good your sales letter or promotion is. When people see it they should say “Wow!” and want to show someone.

5) Parris Lampropoulos: Novelty creates dopamine. By telling people something new, you are generating dopamine and your copy is literally addictive.

6) Eric Betuel: To get new ideas and see winning examples of salesmanship, look at videos on Kickstarter.

7) Gary Bencivenga: Your self-image (as described in the book Psycho Cybernetics) is the key to achieving any goal and living a life without limits. If you believe strongly in the image you have in your mind, you won’t need will power to hit a goal. As a copywriter, his self-image was “Gary Bencivenga the Control Beater.” This became his operating system. It motivated him all the time. Ideas began to pop up everywhere, even when he wasn’t working on projects. This philosophy vastly out-performed everything else for him.

8) Brian Kurtz: Contribution is better than networking. Think first about how you can help others and be willing to give 100%, expecting zero in return. This is real contribution and it’s made him millions.

9) Joe Sugarman: Every problem has an opportunity within it so great that it dwarfs the problem. Example: He had an empty page in his catalog, which he had to scramble to fill with another product. That product was a strange pair of sunglasses, given to him by a friend, that had been used by NASA --  BluBlockers, now a multi-million dollar brand.

10) Greg Renker: What does it really take to break through barriers and grow exponentially? Two things have helped: one, his Mastermind group (which includes Jay Abraham and others at a high level); two, plowing profits back into the company and taking more risks.

11) Jay Abraham: Any problem for you is an opportunity for somebody else. Example: A motorcycle maker in Japan needed money to expand. They found a lawnmower maker in Malaysia with a second shift they weren’t using, who agreed to make motorcycles in their factory. Result: Both sides made $10 million on the deal.

There you have it. Eleven marketing nuggets from more than 100 that I collected over two days one weekend in September.

Which nugget can you use first?

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

Grab your spot here


  1. Parris L. found this post and sent it to me...and I am grateful. Anytime I hear "Titans" made a difference for someone I smile ear to ear...thanks for the shout out...and great lessons. I have hundreds myself...:-)

  2. Brian, thanks for dropping by! The Titans event was an embarrassment of marketing riches. It was a great privilege to be there.