Direct Marketing and Direct-Response Advertising Are More Effective Than Brand-Identity Marketing

148 Pages·2015·1.4 MB·English

Tell-All Confessions of a Rebel Marketer
Profit-Producing “Insider” Secrets
They Won’t Teach You In Business School
From $2,000 in
debt to selling off my
fi rst business to my
biggest competitor
All revealed!
T i l l B o a d e l l a
The 7 Laws of Direct Marketing: Profi t-Producing “Insider”
Secrets They Won’t Teach You In Business School
Copyright © 2015 by Till Boadella
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tative information with regard to the subject matter covered.
It is sold with the understanding that the publisher and the
author are not engaged in rendering legal, accounting, or
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Cover Design: Tanya von Ness
Interior Design: Adina Cucicov
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Acknowledgments
I
’d like to start by thanking Tony Robbins for bringing per-
sonal development to my awareness and planting the idea
that I can take control of my fi nancial destiny. Without
this initial spark of inspiration, I would never have embarked
on this amazing journey of self-discovery and fi nancial mas-
tery . Further, I want to thank Eben Pagan, who was the fi rst
marketing teacher I ever had. Among other things, he taught
me about follow-up , sales letters, copywriting and the impor-
tance of communication.
I also want to thank Frank Kern, who served as an inspiration
to me in my early days as a direct marketer and familiarized
me with the idea of storylines, core infl uence , scarcity and
urgency . His laid-back vibe always cheered me up when I was
going through hard times in the initial stages of my business
and marketing career.
My thanks also go to Joe Polish , who taught me about posi-
tioning and using direct marketing in weird niche industries,
vii
The 7 Laws of Direct Marketing
and has proven to the world that even a freebase-smoking
teenager can turn his life around and build a multimillion-
dollar empire.
I want to thank Gary Halbert for teaching me about direct
mail, John Carlton for helping me become a better copywriter
and Chris Chia, the amazing copywriter who’s helped me
and my clients make tens of thousands of dollars online in a
matter of hours. I want to send my acknowledgments to John
Reese for showing the world what’s possible with his “Million
Dollar Day.” Thank you for making online marketing playful,
fun and challenging, and always pushing people to the next
level.
Furthermore, I want to say thank you to Elliott Hulse for
provi ding his Non-Job group as a community to discuss and
learn market ing, and for his patience with me.
A big shout out to Ryan Deiss and Perry Belcher, who taught
me about tripwire offers and customer value optimization,
and certifi ed me as a Funnel Expert in 2014. I also want to
thank Jeff Walker for teaching me how to orchestrate product
launches, how to build momentum, work with JVs and per-
form better market research.
I want to thank Adrian Boeckeler for turning me down to
work for his company in 2011. Getting rejected by him forced
me to build my own business and learn direct marketing as
a result of it. I owe everything I have today to this rejection.
viii
Acknowledgments
I’d further like to thank Seth Godin for providing me with a
meta framework for marketing, introducing me to the idea
of the connection economy and teaching me how to think
innovatively about marketing and the future of business. I
also want to thank Andy Jenkins , Mike Filsaime and Laura
Betterly for deepening my understanding of paid advertising
and online data mining on social media networks.
A big thank you to Steven Pressfi eld , Tony Schwartz, Jim
Loehr and Eben Pagan for teaching me how to be productive,
take massive action and improve my focus.
Finally, my special thanks go to my parents, David and Silvia,
for believing in me all along the way, and to my girlfriend,
Ines, for supporting me in everything I do.
This book wouldn’t have been possible without all of you.
ix