Campaign Marketing – Borrowing Brilliance by David Kord Murray
NASA Aerospace Engineer (Rocket Scientist) becomes Direct Mail Marketing Millionaire Guru.
David Kord Murray – Borrowing Brilliance is on the Wall Street Journals 10 best sellers list and should be on the holiday bookshelf of all direct marketers.
Borrowing Brilliance in David Murray’s words is “to take the creative process out of the shadows of the subconscious mind and bring it into the conscious world. It’s to dispel the misconceptions about creativity, lift the fog off its true nature, and reveal the fact that brilliance is borrowed.”
Borrowing Brilliance is a six step process where you build your idea from well defined problems. Once defined you borrow your ideas from other sources with a comparable problem.
For example Bill Gates came up with the idea of Excel by stealing the original program from Lotus 1-2-3 and tried to make it better and easier to use, so Bill Gates took this software program and allowed it to evolve into something more useful for business applications and accounting.
Take your best ideas and the best ideas from your competitors and do the opposite because sometimes you can’t beat a bigger, stronger competitor by copying them exactly but you can beat them by doing the opposite.
David Murray uses examples from the Google guys, Albert Einstein and some of the work he did for Turbo Tax when he started his own direct marketing company Kord Marketing Group and was hired by a company to be ahead of Innovation.
David Murray used his direct marketing venture with Turbo Tax direct mail program and on his office walls he would tape up letters, order forms, brochures and envelops and at his desk, shampoo samples, CD’s DVD’s and dozens of other things that he borrowed from friends.
He assembles idea’s by using ideas from Publishers Clearing House, order forms from Columbia music, an audit letter from the Internal Revenue Service and borrows an idea from America Online. From this he creates a break through direct mail marketing breakthrough.
The zero balance bill was the idea the first time he mailed it he got a 1% response, the second time he mailed he got a 2% response and eventually 25% response, his direct mail campaign completely broke the law of direct mail diminishing returns. Normally in direct mail when you mail a duplicate package to the exact same list you would experience diminishing returns, but in his cast the exact opposite occurred.
This direct mail package would net a higher response each time you used rather than the opposite. The reason is that people seem to like the bills that they don’t have to pay and you make it look like a notice from the IRS. This direct mail package was called the zero balance bill.
Click Here for list inquiry!>
Time to plan your direct mail campaigns with Marketing Brilliance!
Learn more about Marketing Plan Pro. Palo Alto and Marketing Plan Pro Software is one of the few American, award winning developers left and they offer free sample downloads and a 90 day money back guarantee.
Time to start planning your strategic direct mail marketing campaigns.
Learn more about Marketing Plan Pro. Palo Alto and Marketing Plan Pro Software is one of the few American, award winning developers left and they offer free sample downloads and a 90 day money back guarantee.
Link to this pageComments
Tell me what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!
FREE eBook “Boost Sales With Lists”
