Before You Chase New Leads, Start Here | Jeff Kruszyna

Are you chasing new leads while overlooking people who have already bought from you? Jeff Kruszyna joins Nas Vou on CEO Insights to discuss a practical starting point for growth: reconnect with past customers, ask what could be better and use that feedback to improve your next offer. They explore testing on a small scale, combining direct mail with digital channels, and giving people a clear reason to respond. Jeff draws on his experience in direct response marketing, political fundraising and nonprofit work. The second half broadens into brand values and American politics: the “Patriot economy”, how political identity influences consumer choices, and the difference between genuine convictions and following a trend. Recorded on 16 October 2025. References to current events and political developments reflect the conversation at that time. In this conversation: Why past customers can be a useful place to start your next campaign. How customer feedback can improve both your message and your product or service. Why testing one thing at a time matters before scaling. How real deadlines and relevant bonuses give an offer a reason to act. How values, public positioning and audience expectations can affect a brand. Chapters: 00:00 Trailer and episode introduction 01:02 Jeff’s background in direct response marketing 03:33 What direct response marketing means 04:24 Connecting direct mail and digital channels 07:09 Where direct mail fits for businesses 09:32 Start small and test before scaling 11:49 Start with customers who already know you 14:13 Use feedback to improve your offer 14:47 What previous buying behaviour tells you 16:14 Real deadlines and bonus offers 18:47 The junk-mail objection 20:57 Understand why your customer would buy 23:20 Brand values and American politics 29:32 Core convictions versus following trends 34:20 Values, products and a wider purpose 36:42 Will business and politics stay intertwined? 39:13 Trump, repetition and memorable messaging 40:55 Where to connect with Jeff Links: Jeff’s website: http://www.jmkvictory.com/ Website: https://doitdigital.agency CEO Insights: https://doitdigital.agency/podcast-ce... Nas Vou on LinkedIn:   / nasvou   Instagram:   / nas_vou   Subscribe to CEO Insights for more conversations about business, leadership and the people behind them. Trailer music: The Illusionist by Scott Buckley Licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) https://creativecommons.org/licenses/... https://www.scottbuckley.com.au/libra... Edited and mixed for this trailer. Opening music: Vastness by Andrew Ev, via Mixkit. #CEOInsights #DirectResponseMarketing #CustomerRelationships