Caleb O'Dowd is the Founder of Multichannel Marketing, a company dedicated to helping individuals launch and grow online businesses. A seasoned entrepreneur and marketing expert, he is known for his innovative direct-response marketing and customer acquisition strategies, with expertise spanning from direct mail to digital marketing. Caleb has trained over 100 copywriters, implementing proven systems for creating powerful sales messages. In his latest book, Monetization, he offers valuable insights to help marketers optimize sales funnels and increase back-end profits. Robert Skrob is the President and Owner of Membership Services Inc., a leading consulting firm specializing in driving growth and retention for membership and subscription-based businesses. With over two decades of experience, he has helped hundreds of companies scale their membership programs. He pioneered monthly continuity subscriptions for for-profit programs in 2004, revolutionizing the sale of home study courses, seminars, online training, e-books, and coaching programs. Recognized as a guru in subscription models, he excels at converting short-term relationships into long-term memberships, significantly reducing churn. Robert is the author of five marketing books published by Entrepreneur Press and served as the President of the Information Marketing Association. In this episode… What makes some businesses soar while others barely scratch the surface of success? What are the systems and strategies that set them apart? How can you tap into that kind of explosive growth? Marketing experts Caleb O'Dowd and Robert Skrob explore the common pitfalls of modern marketing, including an overemphasis on customer acquisition at the expense of monetization and back-end strategies. Caleb recounts his journey from learning under Gary Halbert to mastering newspaper and phone marketing and how he has adapted these principles for online platforms. Robert adds insights into how their collaboration has shaped a modern approach to multichannel marketing. Together, they discuss key concepts from Caleb's book, Monetization, and highlight the critical importance of optimizing sales funnels and maximizing back-end profits—areas frequently overlooked in today's marketing landscape. In this episode of the Timeless Marketing Podcast, host Brian Kurtz is joined by Caleb O'Dowd, Founder of Multichannel Marketing, and Robert Skrob, President and Owner of Membership Services Inc., to discuss monetization and back-end strategies in modern marketing. They emphasize the importance of research and systems in crafting impactful marketing messages. With insights from the "ten 50s" exercise, they stress that the real power of copywriting comes from understanding the customer's needs and mindset.