Anthony Policci

The “Method Marketer” Who’s Been The Behind the Scenes Secret Weapon to the Gurus

Tony Stark Policci started studying and working with marketing legends like Dan Kennedy and Gary Halbert in the mid-1990s.

His adventure in the marketing world started when he took part in creating Piranha Marketing Inc. along with his younger brother Joe Polish. (Yes, they really are brothers, Tony changed his name back to their immigrant name 'Policci' years earlier). Tony helped build Piranha into an international consulting and marketing firm and served as a consultant to what eventually grew to over 3500 clients. He created and co-created strategies for Piranha with his brother Joe and for their clients. He executed targeted marketing plans, and wrote and critiqued thousands of ads, sales letters, scripts, etc.

For six years, Tony worked alongside his brother, then slipped out of the limelight halfway through “Y2K” to raise his kids and found Absolutely Brilliant Concepts Marketing and Consulting Inc. Since then, he’s been systematically helping create millionaires and crush controls.

His career has given him far greater freedom and opportunity than most copywriters to put his ideas to conclusive tests and to see whether or not they really worked.

He’s also had far greater pressures. An “in-house” copywriter can still get a paycheck if his ads don’t work, but not so when you’re on your own…when you live or die by the response. In short…Tony learned from succeeding and failing on his own, at his own expense, before ever taking on his first client.

He likes to borrow a description from the great Eugene Schwartz “I’m a direct response marketer, strategist, and copywriter. I make my living by pro¬ducing results— measured dollars of profit—from combining simple but innovative strategies with the ‘right’ written words.”

Policci has been published in dozens of trade magazines, has been a featured speaker at major conferences and his ads have run in publications including USA Today, The Wall Street Journal and Entrepreneur Magazine. He is the author of two self-published marketing books, as well as “Hiding in Plain Sight” – How to Protect Your Assets from the IRS, Lawyers, and Other Thieves” and a full chapter on copywriting in “The 10-Minute Marketer’s Secret Formula” by Tom Feltenstein and Entrepreneur Press.

Tony specializes in providing unique, unconventional, and extremely effective approaches to his client's marketing challenges. His strategies have produced as much as a 2000% increase in response to promotions and sales. He’s a straightforward guy, who doesn't believe in telling you what you want to hear it's more important to tell you what will be beneficial.

Curiously, Tony was also very successful using outrageous marketing techniques to secure work as a professional actor before starting his work with brother Joe. While no longer making a living at it, he has continuously participated in theater and performance over the years. While he hasn’t done a movie or a world premier play in decades, his actor training and experience on stage, TV and in film taught him about getting inside someone else's head and being able to connect in a very real way.

He’s often referred to himself as a “method marketer” because long before the term “client avatar” was coined, he was working to identify as closely with his target audience as possible, to understand their deepest desires, pains, and problems.