How responsible is the headline for the success of any piece of copy?
At least 90%!
I have proven over and over again the indispensible role a headline plays. How? By testing every style headline I could possibly create.
I've also invested over $100,000,000 of my own money on refining copy strategies along the way. Besides headlines, these include sub-headlines, opening sentences, closing sentences, the all-important P.S., and the offer.
But headlines are in a special category of their own. The fact is, without a strong headline, the copy simply will not work.
I have run numerous split tests, testing one headline against another. And it's so important, presently I continue to run comparative headline tests.
Powerful headlines are, in fact, a big reason why I've sold over 6 Billion Dollars worth of products and services online and offline.
The fact is, I never "roll out" with an offer without several headline tests. Reason? With exactly the same body copy, the winning headline alone can pull 8 to 15 times compared to the losing headline.
But, in spite of all the evidence and proof demonstrating the crucial importance of a powerful headline, most completely miss the mark.
The majority of headlines are woefully inadequate. And, most surprising, many are written by experienced marketers and copywriters.
Like shortcuts? This article is about a real shortcut to creating perhaps the most powerful headline you could prepare.
I call it "the fill-in-the-blank method."
I believe if you apply the simple steps which follow, you will increase your sales many fold.
There are 11 major headline types which I've identified. Each type, properly implemented, is extremely potent.
They are:
1. How to (Blank)
2. Secrets of (Blank)
3. Stacked Benefits
4. Problem/Solution
5. How to/Guaranteed
6. Get Benefit Fast, Regardless...
7. Solve a Problem...
8. Visualize it...
9. Ways To/Reasons Why
10. Problem Solver...
11. If...Then
Today I'm focusing on Problem/Solution. This method surprisingly is seldom used. But as you'll see, it is extremely effective.
Here are several examples of a Problem/Solution headline:
*****
No More Butterflies! No More Fear! Learn the Tricks Pros Use to Speak with Ease to Any Size Audience!
*****
No More Wet Beds! An Amazing Technique from Europe for Training Your Child in Just One Week! Try it Risk Free - a 98.7% Success Rate!
*****
No More Bad Hair Days! Here's a Proven Way to Maintain the Perfect Look Any Day of the Week!
*****
No More Lost Sales! Here is an Automatic System for an Effective and Timely Follow-Up
with Every Prospect!
*****
No More Job Worries! Here is a Proven Guaranteed No-Risk System to Earn Big Money in Your Spare Time Beginning Without Capital!
*****
No More Confusion About Vitamins! Here is a Proven Doctor Approved System that Provides an Individualized Program Just for You!
*****
Tired of Small or Sagging Breasts? Finally, a Natural Remedy for Stimulating and Tightening the Bust - Guaranteed!
*****
Are you beginning to get the idea?
The strategy behind the Problem/Solution technique is this.
No more (major pain or anxiety.) Here's a quick and easy (remarkably simple, little-known etc.) way to (achieve the ultimate benefit.)
Your correspondent,
Ted Nicholas
---------------
"This article appears courtesy of THE SUCCESS
MARGIN, the Internet's most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Sunday 31 January 2010
Tuesday 26 January 2010
What Would You Like To Ask Ted Nicholas, The $7 Billion Dollar Man?
Ted Nicholas is a successful international speaker and author.
One of the most successful and highest paid copywriters in the world (having sold $7 billion dollars of products for himself and his clients), Ted is also an expert marketing consultant.
A man of sincere integrity and honesty, Ted is a man who talks the talk and walks the walk.
Above all, he is incredibly generous in sharing his business knowledge.
See what Matt Furey said of Ted Nicholas:
And another from Bob Bly:
Now here's the deal, If you've been reading my blog regularly you'll know, from time to time, I like to interview some of the top marketers and copywriters around.
And I like to get my readers involved by putting their questions to them.
Well, as it happens, Ted Nicholas has agreed to do an interview with me.
Just put them in the comments section below
One of the most successful and highest paid copywriters in the world (having sold $7 billion dollars of products for himself and his clients), Ted is also an expert marketing consultant.
A man of sincere integrity and honesty, Ted is a man who talks the talk and walks the walk.
Above all, he is incredibly generous in sharing his business knowledge.
See what Matt Furey said of Ted Nicholas:
I wrote my first book after responding to a classified ad in 1995 by Ted Nicholas. The headline “You a Millionaire Writer?” I called for a free report. The report was of course a sales letter for a $300 tape set. I scraped together the money - bought the tapes and got to work on my book. In 2007 I did over 7.5 million in sales. 2008 will probably be 12 million. Matt Furey - Zen Master of Exercise, Health, and Fitness
And another from Bob Bly:
I am a stupid person. Stupid because I didn't attend a Ted Nicholas seminar decades ago, when I first started in direct marketing. If I had, I would be much richer and accomplished than I am today. Ted, you are one of the most generous, giving guys in our business. I am proud to know and admire you. Bob Bly -
Best-Selling Author.
Now here's the deal, If you've been reading my blog regularly you'll know, from time to time, I like to interview some of the top marketers and copywriters around.
And I like to get my readers involved by putting their questions to them.
Well, as it happens, Ted Nicholas has agreed to do an interview with me.
Just put them in the comments section below
What Would You Like To Ask Ted Nicholas, The $7 Billion Dollar Man?
Ted Nicholas is a successful international speaker and author.
One of the most successful and highest paid copywriters in the world (having sold $7 billion dollars of products for himself and his clients), Ted is also an expert marketing consultant.
A man of sincere integrity and honesty, Ted is a man who talks the talk and walks the walk.
Above all, he is incredibly generous in sharing his business knowledge.
See what Matt Furey said of Ted Nicholas:
And another from Bob Bly:
Now here's the deal, If you've been reading my blog regularly you'll know, from time to time, I like to interview some of the top marketers and copywriters around.
And I like to get my readers involved by putting their questions to them.
Well, as it happens, Ted Nicholas has agreed to do an interview with me.
Just put them in the comments section below
One of the most successful and highest paid copywriters in the world (having sold $7 billion dollars of products for himself and his clients), Ted is also an expert marketing consultant.
A man of sincere integrity and honesty, Ted is a man who talks the talk and walks the walk.
Above all, he is incredibly generous in sharing his business knowledge.
See what Matt Furey said of Ted Nicholas:
I wrote my first book after responding to a classified ad in 1995 by Ted Nicholas. The headline “You a Millionaire Writer?” I called for a free report. The report was of course a sales letter for a $300 tape set. I scraped together the money - bought the tapes and got to work on my book. In 2007 I did over 7.5 million in sales. 2008 will probably be 12 million. Matt Furey - Zen Master of Exercise, Health, and Fitness
And another from Bob Bly:
I am a stupid person. Stupid because I didn't attend a Ted Nicholas seminar decades ago, when I first started in direct marketing. If I had, I would be much richer and accomplished than I am today. Ted, you are one of the most generous, giving guys in our business. I am proud to know and admire you. Bob Bly -
Best-Selling Author.
Now here's the deal, If you've been reading my blog regularly you'll know, from time to time, I like to interview some of the top marketers and copywriters around.
And I like to get my readers involved by putting their questions to them.
Well, as it happens, Ted Nicholas has agreed to do an interview with me.
Just put them in the comments section below
What Would You Like To Ask Ted Nicholas, The $7 Billion Dollar Man?
Ted Nicholas is a successful international speaker and author.
One of the most successful and highest paid copywriters in the world (having sold $7 billion dollars of products for himself and his clients), Ted is also an expert marketing consultant.
A man of sincere integrity and honesty, Ted is a man who talks the talk and walks the walk.
Above all, he is incredibly generous in sharing his business knowledge.
See what Matt Furey said of Ted Nicholas:
And another from Bob Bly:
Now here's the deal, If you've been reading my blog regularly you'll know, from time to time, I like to interview some of the top marketers and copywriters around.
And I like to get my readers involved by putting their questions to them.
Well, as it happens, Ted Nicholas has agreed to do an interview with me.
Just put them in the comments section below
One of the most successful and highest paid copywriters in the world (having sold $7 billion dollars of products for himself and his clients), Ted is also an expert marketing consultant.
A man of sincere integrity and honesty, Ted is a man who talks the talk and walks the walk.
Above all, he is incredibly generous in sharing his business knowledge.
See what Matt Furey said of Ted Nicholas:
I wrote my first book after responding to a classified ad in 1995 by Ted Nicholas. The headline “You a Millionaire Writer?” I called for a free report. The report was of course a sales letter for a $300 tape set. I scraped together the money - bought the tapes and got to work on my book. In 2007 I did over 7.5 million in sales. 2008 will probably be 12 million. Matt Furey - Zen Master of Exercise, Health, and Fitness
And another from Bob Bly:
I am a stupid person. Stupid because I didn't attend a Ted Nicholas seminar decades ago, when I first started in direct marketing. If I had, I would be much richer and accomplished than I am today. Ted, you are one of the most generous, giving guys in our business. I am proud to know and admire you. Bob Bly -
Best-Selling Author.
Now here's the deal, If you've been reading my blog regularly you'll know, from time to time, I like to interview some of the top marketers and copywriters around.
And I like to get my readers involved by putting their questions to them.
Well, as it happens, Ted Nicholas has agreed to do an interview with me.
Just put them in the comments section below
Monday 18 January 2010
FTC Compliance - Protect Your Business
Video 1
Joe Polish talks with Denise Gosnell about the new FTC laws on testimonials. http://www.joepolish.com/FTCHelp
Video 2
Learn some steps you can take to shield your business from FTC violations and other business pitfalls. Also learn how to obtain several legal agreement samples you can use in your business. Questions: 888-579-9922 or support@innoventum.com
Joe Polish talks with Denise Gosnell about the new FTC laws on testimonials. http://www.joepolish.com/FTCHelp
Video 2
Learn some steps you can take to shield your business from FTC violations and other business pitfalls. Also learn how to obtain several legal agreement samples you can use in your business. Questions: 888-579-9922 or support@innoventum.com
Saturday 16 January 2010
Read This And Reply For A Free Video On Copywriting By Drayton Bird
It seems like a silly question really: Drayton Bird asking if you'd like a free video critique of some of the best adverts of all time.
But then, that's Drayton, always under-valuing his own worth.
He just sent me his latest email from his collection of Helpful ideas. Take a look at it and send him an email (you'll see what I mean when you get to the end).
Here's another little quiz for you, Ghulam. What do all these messages have in common?
Did you guess what it is, besides the fact that they all made an awful lot of money for the people who ran them?
Click here for two more.
Have you guessed the common factor yet?
Well, just in case you didn't, let me tell you that it is a special quality that I believe distinguishes marketing messages that are remarkable from those that are just good.
That quality is relevant surprise.
And my Helpful Idea No 32 is, once you've got a good idea, try to make it surprising, too.
But don't be tempted to commit two grievous sins:
1. Putting forward ideas that are surprising, but utterly irrelevant.
2. Putting forward ideas that are neither surprising nor relevant.
I gave you an example of the irrelevant a while ago in the case of a fatuous commercial for Barclays Bank featuring the famous financial expert Samuel L. Jackson and a pig.
Actually, banks are very good at the fatuous.
I recall that when First Direct started they thought it a good idea to have a commercial half-witted business man waving an umbrella and splashing about in some fountain, plus ads featuring dead fish and Wellington boots.
No wonder it took them about 8 years to break even.
I saw a good example of the second sin on a poster for Vodaphone, which says "Make the most of now". A prize to anyone who can tell me how the hell that meaningless drivel is going to make anyone choose/stay with Vodaphone.
Special offer - but only if you're interested.
I could tell you a lot about the ads and mailings I've featured here that you might find useful. That's partly because I knew five of the eight people who ran or wrote them so I can tell you about the background, and partly because I know a lot about what made them work.
If enough of you would like me to, let me know and I'll put together a little video for you (f*r*e*e!!!) But only if you are really interested.
Let me know if you like the idea by e-mailing me with the word 'Video'.
Best,
Drayton
P.S. This is number 32 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: http://www.draytonbird.com / www.eadim.com
Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.
The Drayton Bird Blog – please do not visit if you are easily offended.
But then, that's Drayton, always under-valuing his own worth.
He just sent me his latest email from his collection of Helpful ideas. Take a look at it and send him an email (you'll see what I mean when you get to the end).
Once you've got a good idea, try to make it surprising, too.
Here's another little quiz for you, Ghulam. What do all these messages have in common?
 | "The lazy man's way to get rich" (Most people are too busy earning a living to make real money) |
| I7 ingenious (but perfectly legal) ways to avoid paying your debts |
| It takes a tough man to make a tender chicken |
| Cash if you die, cash if you don't |
| Quite frankly, the American Express Card is not for everyone |
| Drive it like you hate it |
| "They laughed when I sat down at the piano - but when I started to play" |
| "How much should you pay ... ...when you're planning to steal the ashtray? |
Did you guess what it is, besides the fact that they all made an awful lot of money for the people who ran them?
Click here for two more.
Have you guessed the common factor yet?
Well, just in case you didn't, let me tell you that it is a special quality that I believe distinguishes marketing messages that are remarkable from those that are just good.
That quality is relevant surprise.
And my Helpful Idea No 32 is, once you've got a good idea, try to make it surprising, too.
But don't be tempted to commit two grievous sins:
1. Putting forward ideas that are surprising, but utterly irrelevant.
2. Putting forward ideas that are neither surprising nor relevant.
I gave you an example of the irrelevant a while ago in the case of a fatuous commercial for Barclays Bank featuring the famous financial expert Samuel L. Jackson and a pig.
Actually, banks are very good at the fatuous.
I recall that when First Direct started they thought it a good idea to have a commercial half-witted business man waving an umbrella and splashing about in some fountain, plus ads featuring dead fish and Wellington boots.
No wonder it took them about 8 years to break even.
I saw a good example of the second sin on a poster for Vodaphone, which says "Make the most of now". A prize to anyone who can tell me how the hell that meaningless drivel is going to make anyone choose/stay with Vodaphone.
Special offer - but only if you're interested.
I could tell you a lot about the ads and mailings I've featured here that you might find useful. That's partly because I knew five of the eight people who ran or wrote them so I can tell you about the background, and partly because I know a lot about what made them work.
If enough of you would like me to, let me know and I'll put together a little video for you (f*r*e*e!!!) But only if you are really interested.
Let me know if you like the idea by e-mailing me with the word 'Video'.
Best,
Drayton
P.S. This is number 32 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: http://www.draytonbird.com / www.eadim.com
Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.
The Drayton Bird Blog – please do not visit if you are easily offended.
Friday 15 January 2010
Man In A Skirt Talks About Life Changing Moments
Video 1
Video 2
Alan Forrest Smith. Stephen Georgulis. Raja Hirekar.
The Three Stooges? Not exactly.
Although you might be forgiven for thinking so if you see the three of them in action together.
These are the three guys who made The Mega Master Class one of the very best copywriting and marketing Master Classes I've seen. And I've seen a few.
Let me tell you something about each one of these guys:
Alan Forrest Smith
The leader of this terrible trio, Alan is the big cheese. He is the brains behind this Master Class. Known for his outstanding ability to make a ton of cash for his clients utilising his copywriting and marketing skills, Alan has built a very strong reputation for himself as an in-demand copywriter, a marketing consultant and a lecturer on the seminar circuit.
If you're lucky enough to get Alan to work with you (he never works for you - it's always a partnership), you'll have to fork out $5,000 for a single coaching session and up to $25,000 for a sales letter.
And people are willing to pay this amount, seeking Alan out for his ability to position them as the only viable solution in their target market.
Stephen Georgulis
Alan's number one protege. Beginning with absolutely no background in copywriting or marketing of any kind, Stephen Georgulis flew to the U.K. from Sydney, Australia, to attend Alan's first copywriting Master Class.
Since then, within one year, Stephen, through hard graft, quickly became a sought after copywriter with a reputation for over-delivering.
Raja Hirekar
A Danny Kennedy trained copywriter, Raja was the Special Guest on this Master Class and, in Alan's own words is "one of the very best copywriters I have had the honour to work alongside".
Okay, enough of that.
The reason I'm writing this article is to let you know about the DVDs from this Master Class. I'm not going to go into a sales spiel as that's not my intention.
All I'll say is they are fabulous (ooh, does that sound gay? Alan was a hairdresser, you know), and you just have to get them if you have any interest in copywriting.
They will, I believe, accelerate your ability to write top class direct response adverts in leaps and bounds (eck).
I'd give you a link to go to the slaes page, but Alan has told me he wants to send me an affiliate link so I can benefit from my glowing review. He's a generous guy is old Al.
And, the lads are very generous with the information they provide on the DVDs.
There are quite a lot of courses calling themselves Master Classes - very few live up to that tag. This one does.
If you can wait I'll stick the link up when he sends it to me (should be within a few days), or you can do some searching of your own to find the live page as I couldn't find it.
And, to be honest, I haven't really looked too hard as I know it's available and, if you really want it, you'll go find it. And you should.
Oh, in case you're wondering, Alan's the guy in the skirt in the videos above.
Man In A Skirt Talks About Life Changing Moments
Video 1
Video 2
Alan Forrest Smith. Stephen Georgulis. Raja Hirekar.
The Three Stooges? Not exactly.
Although you might be forgiven for thinking so if you see the three of them in action together.
These are the three guys who made The Mega Master Class one of the very best copywriting and marketing Master Classes I've seen. And I've seen a few.
Let me tell you something about each one of these guys:
Alan Forrest Smith
The leader of this terrible trio, Alan is the big cheese. He is the brains behind this Master Class. Known for his outstanding ability to make a ton of cash for his clients utilising his copywriting and marketing skills, Alan has built a very strong reputation for himself as an in-demand copywriter, a marketing consultant and a lecturer on the seminar circuit.
If you're lucky enough to get Alan to work with you (he never works for you - it's always a partnership), you'll have to fork out $5,000 for a single coaching session and up to $25,000 for a sales letter.
And people are willing to pay this amount, seeking Alan out for his ability to position them as the only viable solution in their target market.
Stephen Georgulis
Alan's number one protege. Beginning with absolutely no background in copywriting or marketing of any kind, Stephen Georgulis flew to the U.K. from Sydney, Australia, to attend Alan's first copywriting Master Class.
Since then, within one year, Stephen, through hard graft, quickly became a sought after copywriter with a reputation for over-delivering.
Raja Hirekar
A Danny Kennedy trained copywriter, Raja was the Special Guest on this Master Class and, in Alan's own words is "one of the very best copywriters I have had the honour to work alongside".
Okay, enough of that.
The reason I'm writing this article is to let you know about the DVDs from this Master Class. I'm not going to go into a sales spiel as that's not my intention.
All I'll say is they are fabulous (ooh, does that sound gay? Alan was a hairdresser, you know), and you just have to get them if you have any interest in copywriting.
They will, I believe, accelerate your ability to write top class direct response adverts in leaps and bounds (eck).
I'd give you a link to go to the slaes page, but Alan has told me he wants to send me an affiliate link so I can benefit from my glowing review. He's a generous guy is old Al.
And, the lads are very generous with the information they provide on the DVDs.
There are quite a lot of courses calling themselves Master Classes - very few live up to that tag. This one does.
If you can wait I'll stick the link up when he sends it to me (should be within a few days), or you can do some searching of your own to find the live page as I couldn't find it.
And, to be honest, I haven't really looked too hard as I know it's available and, if you really want it, you'll go find it. And you should.
Oh, in case you're wondering, Alan's the guy in the skirt in the videos above.
The Value Of A Good Idea - Search The World And Steal The Best
You may have the impression that my great hero is David Ogilvy, which is largely true.
I am not alone, either. A survey some years back discovered that more people had been influenced to go into advertising by reading or hearing David than anyone else.
But I have other heroes.
One is Murray Raphel, a brilliant, inspiring speaker - and a most excellent marketer. Here he is.
If you see any of his books, buy them. They're all good, practical, down-to-earth stuff bereft of meaningless jargon.
This is hardly surprising because his family ran (and for all I know still runs) a retail business in New Jersey. That's a bit like dm. You know the next day if something's worked.
Murray once said something I have never forgotten, and I offer it to you as Helpful Idea 31: "Search the world and steal the best".
I do this all the time. And I advocate it for two reasons.
1. I can never have enough ideas, but they are hard to come by. So I belong to the W.A. Mozart School of creativity. Mozart said, "I never tried to be the slightest bit original".
2. Contrary to what many, maybe most imagine, what works in one country very often works in another.
So wherever I go I look out for ideas I can steal and transfer - particularly America, where customers have the most money and the most highly-paid people trying to take it off them.
I see many examples in all sorts of places. Some have been transferred; some haven't. And I am just amazed at how poorly multi-nationals exploit this potential synergy.
One instructive case was a few years ago when I was running (or at least failing to screw up) the O & M direct Amex account. One of my main objectives was to move good ideas around the world.
We were selling an accident insurance policy with a pack that was doing O. K. in the U.K. (sounds like a song title, doesn't it?) and they had another doing as well in the U.S. Both were typical long-copy sells.
Then I saw some copy in our Singapore agency. A client had the idea of just letting people have the policy for a month at no charge, then they could decide to keep it or stop it.
The mailing looked like crap - and pulled like crazy. (Moral: good ideas matter more than fancy execution).
We tried it in Hong Kong. It worked there. Then in Spain. It worked there too. Then in London - and so on.
In fact we're working right now on something from Germany that is working well. I won't try to change a winner, believe me. Only of it doesn't work will I try something else.
One idea I loved was in Peru, where I have run seminars several times. Useful things you might like to know about Peru are that one national dish is roast guinea-pig, and that they are probably the world's greatest consumers of chicken.
Last time I was there, the most popular home delivery chicken firm had scooters with the back where they carried the delivery, adapted to have giant, colourful chicken heads on them. Brilliant!
Best,
Drayton
P.S. This is number 31 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: http://www.draytonbird.com / www.eadim.com
Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.
The Drayton Bird Blog – please do not visit if you are easily offended.
I am not alone, either. A survey some years back discovered that more people had been influenced to go into advertising by reading or hearing David than anyone else.
But I have other heroes.
One is Murray Raphel, a brilliant, inspiring speaker - and a most excellent marketer. Here he is.
If you see any of his books, buy them. They're all good, practical, down-to-earth stuff bereft of meaningless jargon.
This is hardly surprising because his family ran (and for all I know still runs) a retail business in New Jersey. That's a bit like dm. You know the next day if something's worked.
Murray once said something I have never forgotten, and I offer it to you as Helpful Idea 31: "Search the world and steal the best".
I do this all the time. And I advocate it for two reasons.
1. I can never have enough ideas, but they are hard to come by. So I belong to the W.A. Mozart School of creativity. Mozart said, "I never tried to be the slightest bit original".
2. Contrary to what many, maybe most imagine, what works in one country very often works in another.
So wherever I go I look out for ideas I can steal and transfer - particularly America, where customers have the most money and the most highly-paid people trying to take it off them.
I see many examples in all sorts of places. Some have been transferred; some haven't. And I am just amazed at how poorly multi-nationals exploit this potential synergy.
One instructive case was a few years ago when I was running (or at least failing to screw up) the O & M direct Amex account. One of my main objectives was to move good ideas around the world.
We were selling an accident insurance policy with a pack that was doing O. K. in the U.K. (sounds like a song title, doesn't it?) and they had another doing as well in the U.S. Both were typical long-copy sells.
Then I saw some copy in our Singapore agency. A client had the idea of just letting people have the policy for a month at no charge, then they could decide to keep it or stop it.
The mailing looked like crap - and pulled like crazy. (Moral: good ideas matter more than fancy execution).
We tried it in Hong Kong. It worked there. Then in Spain. It worked there too. Then in London - and so on.
| It was always hard work getting local markets to accept ideas from elsewhere because of the not-invented-here syndrome, but it made a lot more sense than starting from scratch. |
| The golden rule to bear in mind was laid down by Confucius: "Men's natures are alike; it is their habits that divide them." |
| If there is no cultural reason why something won't work, try it. Don't change it except where absolutely necessary. |
In fact we're working right now on something from Germany that is working well. I won't try to change a winner, believe me. Only of it doesn't work will I try something else.
One idea I loved was in Peru, where I have run seminars several times. Useful things you might like to know about Peru are that one national dish is roast guinea-pig, and that they are probably the world's greatest consumers of chicken.
Last time I was there, the most popular home delivery chicken firm had scooters with the back where they carried the delivery, adapted to have giant, colourful chicken heads on them. Brilliant!
Best,
Drayton
P.S. This is number 31 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: http://www.draytonbird.com / www.eadim.com
Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.
The Drayton Bird Blog – please do not visit if you are easily offended.
The Value Of A Good Idea - Search The World And Steal The Best
You may have the impression that my great hero is David Ogilvy, which is largely true.
I am not alone, either. A survey some years back discovered that more people had been influenced to go into advertising by reading or hearing David than anyone else.
But I have other heroes.
One is Murray Raphel, a brilliant, inspiring speaker - and a most excellent marketer. Here he is.
If you see any of his books, buy them. They're all good, practical, down-to-earth stuff bereft of meaningless jargon.
This is hardly surprising because his family ran (and for all I know still runs) a retail business in New Jersey. That's a bit like dm. You know the next day if something's worked.
Murray once said something I have never forgotten, and I offer it to you as Helpful Idea 31: "Search the world and steal the best".
I do this all the time. And I advocate it for two reasons.
1. I can never have enough ideas, but they are hard to come by. So I belong to the W.A. Mozart School of creativity. Mozart said, "I never tried to be the slightest bit original".
2. Contrary to what many, maybe most imagine, what works in one country very often works in another.
So wherever I go I look out for ideas I can steal and transfer - particularly America, where customers have the most money and the most highly-paid people trying to take it off them.
I see many examples in all sorts of places. Some have been transferred; some haven't. And I am just amazed at how poorly multi-nationals exploit this potential synergy.
One instructive case was a few years ago when I was running (or at least failing to screw up) the O & M direct Amex account. One of my main objectives was to move good ideas around the world.
We were selling an accident insurance policy with a pack that was doing O. K. in the U.K. (sounds like a song title, doesn't it?) and they had another doing as well in the U.S. Both were typical long-copy sells.
Then I saw some copy in our Singapore agency. A client had the idea of just letting people have the policy for a month at no charge, then they could decide to keep it or stop it.
The mailing looked like crap - and pulled like crazy. (Moral: good ideas matter more than fancy execution).
We tried it in Hong Kong. It worked there. Then in Spain. It worked there too. Then in London - and so on.
In fact we're working right now on something from Germany that is working well. I won't try to change a winner, believe me. Only of it doesn't work will I try something else.
One idea I loved was in Peru, where I have run seminars several times. Useful things you might like to know about Peru are that one national dish is roast guinea-pig, and that they are probably the world's greatest consumers of chicken.
Last time I was there, the most popular home delivery chicken firm had scooters with the back where they carried the delivery, adapted to have giant, colourful chicken heads on them. Brilliant!
Best,
Drayton
P.S. This is number 31 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: http://www.draytonbird.com / www.eadim.com
Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.
The Drayton Bird Blog – please do not visit if you are easily offended.
I am not alone, either. A survey some years back discovered that more people had been influenced to go into advertising by reading or hearing David than anyone else.
But I have other heroes.
One is Murray Raphel, a brilliant, inspiring speaker - and a most excellent marketer. Here he is.
If you see any of his books, buy them. They're all good, practical, down-to-earth stuff bereft of meaningless jargon.
This is hardly surprising because his family ran (and for all I know still runs) a retail business in New Jersey. That's a bit like dm. You know the next day if something's worked.
Murray once said something I have never forgotten, and I offer it to you as Helpful Idea 31: "Search the world and steal the best".
I do this all the time. And I advocate it for two reasons.
1. I can never have enough ideas, but they are hard to come by. So I belong to the W.A. Mozart School of creativity. Mozart said, "I never tried to be the slightest bit original".
2. Contrary to what many, maybe most imagine, what works in one country very often works in another.
So wherever I go I look out for ideas I can steal and transfer - particularly America, where customers have the most money and the most highly-paid people trying to take it off them.
I see many examples in all sorts of places. Some have been transferred; some haven't. And I am just amazed at how poorly multi-nationals exploit this potential synergy.
One instructive case was a few years ago when I was running (or at least failing to screw up) the O & M direct Amex account. One of my main objectives was to move good ideas around the world.
We were selling an accident insurance policy with a pack that was doing O. K. in the U.K. (sounds like a song title, doesn't it?) and they had another doing as well in the U.S. Both were typical long-copy sells.
Then I saw some copy in our Singapore agency. A client had the idea of just letting people have the policy for a month at no charge, then they could decide to keep it or stop it.
The mailing looked like crap - and pulled like crazy. (Moral: good ideas matter more than fancy execution).
We tried it in Hong Kong. It worked there. Then in Spain. It worked there too. Then in London - and so on.
| It was always hard work getting local markets to accept ideas from elsewhere because of the not-invented-here syndrome, but it made a lot more sense than starting from scratch. |
| The golden rule to bear in mind was laid down by Confucius: "Men's natures are alike; it is their habits that divide them." |
| If there is no cultural reason why something won't work, try it. Don't change it except where absolutely necessary. |
In fact we're working right now on something from Germany that is working well. I won't try to change a winner, believe me. Only of it doesn't work will I try something else.
One idea I loved was in Peru, where I have run seminars several times. Useful things you might like to know about Peru are that one national dish is roast guinea-pig, and that they are probably the world's greatest consumers of chicken.
Last time I was there, the most popular home delivery chicken firm had scooters with the back where they carried the delivery, adapted to have giant, colourful chicken heads on them. Brilliant!
Best,
Drayton
P.S. This is number 31 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: http://www.draytonbird.com / www.eadim.com
Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.
The Drayton Bird Blog – please do not visit if you are easily offended.
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