five-minute favor. This is all about looking for ways to have a big impact in a short period of time. It might be making a business introduction, throwing a surprise bonus into the delivery for a loyal customer, or spending a few minutes sharing some feedback or experience with someone in your business that is going to accelerate their ability to p

when they bought, how much they bought, and how much they spent while buying. These values are known as the recency, frequency, and monetary (RFM) scores,

KEY TAKEAWAYS While this chapter didn’t talk about how to write great copy (see the recommended reading at back of this book for that information), you now understand why the final 20 percent of the 41/39/20 rule is so critical. Your copy and creative shape how your list experiences your offers and are how you connect with them in a meaningful (and

But the customers I dealt with in the past and the ones I deal with today always know one thing: they can count on me (and whoever is on my team) to be proactive and reliable.

Early in his book, Grant asks which group you think will be the least successful in their buisness and personal endeavors—givers, takers, or matchers—and reveals that it’s the givers. But as you read on, he also asks which group you think will be the most successful . . . turns out it’s also the givers. The important lesson is how you give, not how

RFM is the foundation of basic segmentation, which we were doing with large computers over millions of names back in the 1980s, and it’s still the best way to segment today, whether you have a large list or not.

I would add that “loving everyone” in the context of not expecting the same percentage of love in return will ensure that you never feel beholden to anyone else; and you won’t think anyone else owes you anything either.

I remember an old-time legacy publisher who would not rent their mailing list of book buyers to other mailers offering books in direct mail. They foolishly thought that every customer had a set budget to spend on books per year, and they wanted their customers to spend that budget only with them. It’s no surprise that this company is no longer in b

KEY TAKEAWAYS Multichannel marketing is a critical element in maximizing your business growth, protecting yourself from unexpected downturns, and getting the kind of payoff you really want to see for yourself and your customers. As Dan Kennedy says, the most dangerous number in business is 1. If you are only marketing on one channel, you are riskin