https://www.masterplan4success.com/

MasterPlan4Success, Princeton, IN (2025)

08/14/2025

Money talks.

When Brian Kurtz spent $22 million per year on postage at Boardroom Inc., every marketing piece HAD to perform. One clunker could cost hundreds of thousands.

Those painful constraints forced him to be disciplined, strategic, and hyper-focused on results.

Today's "free" digital marketing feels different.

No postage, no pressure, right? We blast out emails and social media posts without the same rigor.

But that casual approach is killing results.

Digital makes it easy to be sloppy. To let discipline slip. To focus on volume over value.

Brian learned that real marketing success - in any medium - demands discipline. Strategic testing. Deep audience understanding. Thoughtful segmentation. And an obsessive focus on relationships and retention.

In this raw, revealing conversation, Brian shares the hard-won marketing wisdom that built two iconic companies.

You'll discover why true marketing power comes from mastering fundamentals, not chasing trends.

You'll learn why customer service is actually marketing. Why relationship capital compounds like a high-yield investment. And why channel-dependent marketers are destined to fail.

Ready for timeless, no-fluff marketing insights from a true master of the craft? Listen to the full episode now: https://fromthetrenchespodcast.com/episode/brian-kurtz/

08/12/2025

A catastrophe almost happened on the main road in my hometown Saturday evening.

Two drivers blatantly ignored the warning lights and gates designed to protect their lives.

The first guy in a white pickup pulling a utility trailer weaved around the crossing arms like he was a stunt driver in 𝘍𝘢𝘴𝘵 & 𝘍𝘶𝘳𝘪𝘰𝘶𝘴.

On the opposite side of the tracks, the driver of a gray minivan saw this and thought, "𝘐𝘧 𝘉𝘪𝘭𝘭𝘺 𝘉𝘰𝘣 𝘤𝘢𝘯 𝘥𝘰 𝘪𝘵..."

So he turned his wheel to the left and swung around the crossing arm blocking his path.

But he had the coordination of a drunk penguin. He couldn't maneuver around both obstacles.

He barely cleared the tracks with just 4 seconds to spare before the train barreled through just a couple feet from his bumper.

Both drivers got lucky.

This time.

I'm watching email marketers pull the EXACT same stunt every day. They flat-out ignore Google, Microsoft, Apple and Yahoo's clear rules about how, to whom, and when to send emails.

When their Email Health Scores are sitting in the danger zone - 400s, 500s, 600s - it's like those flashing red lights warning that disaster's coming.

Yet they continue doing what they've always done the way they've always done it.

But that train is coming.

Maybe their emails won't land in spam today. Maybe their emails won't get completely rejected tomorrow.

But next week? Next month?

When it happens - and it WILL happen - you'll wake up to inbox silence.

No sales notifications. No webinar registrations.

Just the sickening realization that months of list building just got flushed down the digital drain.

Is it really worth the risk?

I've seen too many good businesses get crushed because they thought the rules didn't apply to them.

Don't be the minivan guy. Please. I'm begging you.

P.S. Want to know if you're about to get hit by the email deliverability train? Request your Hit The Inbox™ Audit (https://hittheinboxaudit.com) and I'll show you exactly where you stand - and how to get out of the way.

08/07/2025

Most people feel totally intimidated trying to get through to high-level decision makers.

And let's be honest - the usual "networking" advice is useless when you're shooting for the C-suite.

But what if landing meetings with power players was as simple as asking one carefully-crafted question?

That's exactly what former Disney executive Steven Rowell discovered.

Using his unique 5-minute conversation technique, he got Sam Walton to chat for 2 hours, landed a meeting with George W. Bush, and secured multiple angel investors - all starting with a single disarming question.

In this episode of 𝘍𝘳𝘰𝘮 𝘛𝘩𝘦 𝘛𝘳𝘦𝘯𝘤𝘩𝘦𝘴, Steven reveals:
• The exact question that gets gatekeepers to put you through
• Why busy executives eagerly clear their schedule to talk
• How to turn a brief chat into a lasting business relationship
• The critical "last question" that unlocks powerful networks
• Why silence is your greatest tool in these conversations

Steven distilled 30+ years of corporate experience into a simple framework anyone can use.

And every technique is psychology-backed and field-tested with billionaires and business icons.

Stop struggling to get in front of decision makers. Listen now to master the art of high-level connection: https://fromthetrenchespodcast.com/episode/steven-rowell/

08/05/2025

Over the weekend, I binged the documentary 𝘖𝘯𝘦 𝘕𝘪𝘨𝘩𝘵 𝘪𝘯 𝘐𝘥𝘢𝘩𝘰: 𝘛𝘩𝘦 𝘊𝘰𝘭𝘭𝘦𝘨𝘦 𝘔𝘶𝘳𝘥𝘦𝘳𝘴.

In the early morning hours of November 13, 2022, four University of Idaho students were brutally murdered in their off-campus house.

It grabbed national attention because the crime was so bizarre and random.

Police waited for 3 days to hold a press conference. They provided scant details but no motive and no suspect.

So people filled in the blanks themselves, and the mystery just kept growing.

When they finally arrested Bryan Kohberger in late December, everyone was relieved but even MORE curious.

How did this grad student from Washington State University know these victims?

Why 𝘵𝘩𝘦𝘴𝘦 four students?

Shortly after the court proceedings began, a gag order silenced everyone close to the case.

The media and true crime fanatics kept digging.

I believe we can extract lessons from everything in life.

As I observed how people behaved when information was withheld, I realized something powerful ...

Strategic silence and controlled information release creates an almost magnetic pull in people.

Now think about your next product launch, training, or service announcement - the thing you've been quietly working on.

How can YOU create that same irresistible curiosity before you announce it?

Here's 4 ideas:
• Tease the problem first - Drop hints about what you're solving without revealing the solution
• Release breadcrumbs strategically - Give just enough info to keep your readers hungry for more
• Use countdown sequences - Build urgency with "reveal dates" they can't miss
• Create insider access - Make subscribers feel special for being "in the know"

The key is to control the narrative. Don't dump everything at once.

Make them NEED to know what comes next.

P.S. Speaking of strategic suspense... I've been cooking up something special for people running webinars, masterclasses, or summits who need more butts in seats (not just registrations).

I'm doing an invite-only beta launch later this month.

If you're running events and need better show-up rates AND you're an implementer (not just an info-seeker), send a DM.

I'll add you to the list.

07/31/2025

It's a simple thing really - taking off your shoes before walking into someone's home.

That's what caught my mom's attention when a new pest control tech showed up.

Without being asked, he slipped off his shoes at the door before starting his treatment.

She was so impressed that she immediately called the company requesting him for all future visits.

Small gestures like this showcase a deeper truth about running a successful business: service trumps advertising every single time.

Marketing expert Rich Lamendola discovered this reality after building a thriving agency helping service businesses transform their customer experience.

Through working with countless companies, he found that most owners vastly underestimate how much poor service quietly erodes their business.

The statistics are sobering. For every customer who complains about bad service, 26 others stay silent - they just never come back. And they tell an average of 15 people about their negative experience.

But there’s good news: You don't need a complete overhaul to see dramatic improvements.

Rich recommends starting with a simple service audit:
1. Map out each step of your customer journey on paper
2. Question if each touchpoint truly serves the customer
3. Look for small ways to enhance the experience
4. Get feedback from fresh eyes who can spot blind spots

The businesses that thrive aren't necessarily doing anything revolutionary. They're just thoughtfully considering how to serve customers better at every interaction.

Want to hear Rich break down exactly how to audit and improve your service delivery? Listen to his full interview on today’s episode: https://fromthetrenchespodcast.com/episode/rich-lamendola/

07/29/2025

Stepped on the scale this morning...

𝗗𝗼𝘄𝗻 𝟯 𝗽𝗼𝘂𝗻𝗱𝘀 𝗶𝗻 𝘁𝘄𝗼 𝘄𝗲𝗲𝗸𝘀!

More energy. Better focus. Clearer thinking.

But here's the thing...

I didn't hire a coach because I thought I knew what I was doing.

𝗜 𝗵𝗶𝗿𝗲𝗱 𝗵𝗶𝗺 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗜 𝘄𝗮𝘀 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗲𝗹𝘆 𝗰𝗹𝘂𝗲𝗹𝗲𝘀𝘀.

I wanted results without spinning my wheels for months.

So I found someone with the knowledge I was missing.

My coach showed me proper protein-to-calorie ratios, workout routines I don't hate, and food combinations that work with my lifestyle.

𝗧𝘄𝗼 𝘄𝗲𝗲𝗸𝘀 𝗶𝗻, 𝗜'𝗺 𝘀𝗲𝗲𝗶𝗻𝗴 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝘁𝗵𝗮𝘁 𝘄𝗼𝘂𝗹𝗱'𝘃𝗲 𝘁𝗮𝗸𝗲𝗻 𝗺𝗼𝗻𝘁𝗵𝘀 𝗮𝗹𝗼𝗻𝗲.

Speaking of expert help...

Last month I helped a coach with her poorly performing emails.

Made one simple adjustment.

The next day, her open rates jumped from 32% to 59%.

Over five days, we reactivated 5% of her dormant subscribers.

Last week I reviewed someone's Hit The Inbox™ audit results:

4,600 subscribers haven't opened emails in 3+ months.

Over half their list!

They're currently making 30% of their total revenue from email.

Small tweaks could 𝘦𝘢𝘴𝘪𝘭𝘺 push that to 50%.

Whether health or email marketing, having someone who knows what they're doing can save you months of frustration.

And get you results faster than you thought possible.

Want more webinar attendees who actually show up?

Higher sales?

More appointments booked on your calendar?

More revenue from your products?

I have room to work with two more clients.

But like my health journey ... this requires real investment and commitment.

DM me if you're ready and want to chat.

07/24/2025

I have a confession ...

I'm a digital hoarder.

We're talking 2.5 terabytes of stuff crammed into my Google Drive.

When I admitted this to professional organizer Tracy Hoth on this week's podcast episode, I braced myself for the judgment.
Instead, she smiled and shared something that completely changed how I think about organization.

For 17 years, Tracy has helped business owners get organized and reclaim their time. She developed an unconventional framework with a quirky name that made me laugh - but the results her clients get are serious.

Tracy doesn’t push another rigid system. She believes organization should work WITH your brain's natural patterns, not against them.

Some days I need strict time blocks. Other days I want flexibility.

According to Tracy, both approaches can work. It's about finding YOUR rhythm.

She packed our conversation with practical tips like:
• A college professor trick for staying focused
• Why notification sounds kill productivity
• How to handle the inevitable schedule disruptions

Listen to the episode here: https://fromthetrenchespodcast.com/episode/tracy-hoth/

07/22/2025

"The odds of them getting caught were NOT 'astronomical'."

Yea ... I'm referring to Andy Byron, the now-former infamous CEO of Astronomer, caught canoodling at the Coldplay concert with his head of HR.

They thought they could sneak around unnoticed, surrounded by thousands of people in a giant stadium.

But the "Kiss Cam" exposed them - putting their unprofessional actions on blast for all to see and gossip about.

A similar public "outing" is about to happen to you and I as email marketers.

Google's rolling out a new Manage Subscriptions feature to Gmail users.

It shows every single email subscription the user has signed up for - and how many emails each sender has mailed over the past few weeks.

And next to each is an unmistakable Unsubscribe button just begging the user to click it.

In a matter of minutes, your recipients can clean out their entire mailbox of unwanted emails.

Including yours.

On one hand, you have to respect Google's actions.

They saw recipients being lazy about unsubscribing from emails they never opened or read.

So they made the process super convenient and subconsciously satisfying.

But for us as marketers, this is yet another wake-up call to get serious about how we communicate with our subscribers.

If your emails provide legitimate value, most people will probably hang around.

And losing the inactive, uninterested people who never open your emails anyway will actually HELP get more of your emails hitting the inbox.

But if you're just blasting your entire list with a single, untargeted message ...

Or just mailing fluff just to "stay top of mind" without any tangible value ...

You might want to brace for some serious list churn.

So here's my advice:
• Run a re-engagement campaign to light a fire under your dormant subscribers. Remind them why they should stick around.
• Make sure every email you send has UNMISTAKEABLE value.
• Double down on list hygiene. Get rid of subscribers who aren't opening/clicking/replying sooner rather than later.
• Focus on growing an engaged base of true-fan subscribers more than anything.

Now's the time to embrace email communication for what it should be .... to grow and build relationships.

07/17/2025

Twenty-two years in B2B sales and marketing.

Three years as an investigative reporter.

Thousands of customer interviews.

Ryan Paul Gibson has cracked the code on why B2B buyers really say yes - and it's not what most companies think.
"B2B buying decisions live in their heads," Ryan explains. "It's not this binary thing where they find a problem and immediately seek a solution."

Instead, buyers quietly prioritize different challenges over months or years. They observe potential solutions from the periphery. They make mental notes.

Then when the problem becomes urgent enough to solve, , they don't start fresh - they reach back into their memory bank for solutions they've already noticed.

That's why understanding the full context of how buyers think is critical:
• What processes they're trying to improve
• Who holds them accountable for results
• Which problems keep them up at night
• How they evaluate potential solutions

Through thousands of interviews, Ryan has developed a research framework that reveals these hidden buyer motivations.

One company using his methods discovered their ideal customers weren't the developers they'd been targeting - but rather IT professionals solving a completely different problem.

If you're ready to truly understand your market, listen now as Ryan shares the exact techniques that help companies dramatically accelerate their growth.

https://fromthetrenchespodcast.com/episode/ryan-gibson/

07/15/2025

Next week I'm turning the big 5-0.

And like most middle-aged people, I've been packing on the pounds the last few years.

But I absolutely HATE the gym. Always have.

And I'd rather eat pizza and cookies than kale and protein bars. (I know, I know... not exactly a recipe for success.)

A while back, I started following this fitness coach on Instagram. He recently offered a free resource called "Snacks That Shred" and we got to DM'ing.

Long story short, he got me on a call yesterday. And man, this guy was GOOD.

He didn't pitch me. He just asked the right questions:

❓ Why are you reaching out now?
❓ What's really important to you?
❓ What's in this for you?

For me, it's simple.

✅ I want my energy back.
✅ I want to sleep better.
✅ I want to feel good in my own skin as I get older.

Despite all my gym phobias and past failures, I signed up to work with him for the next four months.

My experience reminded me of something I've been seeing way too often lately.

People who have this incredible asset sitting right under their nose, and they have NO idea how powerful it really is.

I'm talking about your email list.

Last week during my Fill Your Rooms Quickstart program, I watched light bulbs go off when I explained this simple truth:

You don't have an email list. You have a PORTFOLIO.

A portfolio of responsive connections that you can tap into and optimize for real returns. Just like a stock portfolio.

But most people treat their list like a necessary evil.

They collect names, send out the occasional "buy my stuff" email, and wonder why nothing happens.

It's like me ignoring my health for years and then suddenly panicking at 50.

Don't wait for your "50th birthday moment" with your email portfolio.

Take 10 minutes today and ask yourself...

🤔 How important is email in my business?
🤔 Am I really taking advantage of what I have?
🤔 Or is it just sitting there, unused and undervalued?

Because there's serious power when you start looking at your list as a portfolio of responsive connections instead of just a bunch of names.

Want my help turning your email list into a portfolio that fills your rooms and programs? Send me a DM and let's talk!

07/10/2025

"𝘈 𝘴𝘪𝘮𝘱𝘭𝘦 𝘩𝘢𝘯𝘥𝘸𝘳𝘪𝘵𝘵𝘦𝘯 𝘤𝘢𝘳𝘥 𝘵𝘳𝘢𝘯𝘴𝘧𝘰𝘳𝘮𝘦𝘥 𝘮𝘦 𝘪𝘯𝘵𝘰 𝘢 10-𝘺𝘦𝘢𝘳 𝘣𝘳𝘢𝘯𝘥 𝘢𝘮𝘣𝘢𝘴𝘴𝘢𝘥𝘰𝘳."

That's what my guest David Baer shared in our latest podcast conversation.

Years ago, he dined at Mario Batali's NYC restaurant Otto. Good food, nice atmosphere, solid service.

But what happened next was brilliant.

Days later, David received a handwritten note in the mail from his server. She recalled specific details about his meal and experience.

The restaurant had quietly purchased his mailing address from AmEx just to send this unexpected touch.

The card itself probably cost less than $2.

But that small investment transformed David from a one-time guest into both a loyal patron and a vocal advocate. He's shared this story countless times over the past decade.

That's the true power of strategic client retention.

While most businesses pour money into expensive lead generation, the smartest ones focus on keeping and growing their best customers through simple, systematic touchpoints.

In our latest From the Trenches episode, David reveals exactly how to build these retention systems into your business.

He shares the frameworks he's used to help companies slash customer churn and create raving fans.

Listen to the episode now >> https://fromthetrenchespodcast.com/episode/david-baer/

07/08/2025

I was finally getting some decent sleep Sunday morning after all my neighbors decided to set off their endless supply of fireworks late into Saturday night.

When suddenly at 4:50 a.m., the tornado sirens rattled me awake.

I immediately grabbed my phone to check for weather alerts, but there were none.

Finally, the sheriff's department sent out a message saying it was "a system error."

𝗧𝘂𝗿𝗻𝘀 𝗼𝘂𝘁, 𝘁𝗵𝗮𝘁 𝘄𝗮𝘀𝗻'𝘁 𝗲𝘅𝗮𝗰𝘁𝗹𝘆 𝘁𝗿𝘂𝗲.

A dispatcher accidentally hit the wrong button while paging out a medic unit.

Simple human error.

But instead of just saying, "Hey, our bad - wrong button. Sorry for waking you up" ...

They tried to cover it up with that "system error" story.

And it got me thinking about something we see ALL THE TIME in email marketing ...

Those infamous "oops" emails.

You know what I'm talking about ...

--> "OOPS! The link was broken!"

--> "OOPS! We sent the wrong price!"

--> "OOPS! The deadline wasn't really the deadline!"

Most of these "oops" emails aren't really oops at all.

They're planned.

And while they might work for quick sales, they slowly chip away at something way more valuable ...

Trust.

Because your audience isn't dumb, they know what's going on.

And every time you try to fool them, you're essentially telling them you think they're not smart enough to see through it.

Real mistakes do happen. Sometimes links don't work. Sometimes deadlines do need extending.

When that happens, just be straight up about it ...

"Hey, we had more demand than expected, so we're extending this."

"My bad, I messed up the link. Here's the right one."

As T. Harv Eker says, "How you do anything is how you do everything."

And if you're willing to be dishonest about small things, what else might you be dishonest about?

Trust is like sleep after those 4:50 AM sirens...

Once it's gone, it's really hard to get back.

P.S. My "Before You Hit Send" checklist can help you avoid those accidental mistakes. You can get it free when you grab your copy of my book 𝘏𝘪𝘵 𝘛𝘩𝘦 𝘐𝘯𝘣𝘰𝘹 - https://HitTheInboxBook.com

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