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Blame it on the bogey

In his excellent new book, Overdeliver, Brian Kurtz talks about the “bogey.”

It’s a term he learned from direct mail genius, Dick Benson.

It means the lifetime value of a customer.  And it’s one of the most important numbers in your business.

Why? Because it tells you how much you can afford to spend to get a new customer.

And how much you can afford to spend to get a new customer determines (more…)