Most entrepreneurs are optimistic. But not necessarily realistic. Not surprisingly, they expect success with every action they take. But, that is not how the business world works.
For example, when most entrepreneurs run a single advertisement in a magazine, newspaper, or on the Internet, or send out a mailing, they are often shocked and discouraged at getting poor, or even non-existent results.
This view, while understandable, is completely unrealistic. It is a result of an attitude based entirely on flawed assumptions.
I'm perhaps the highest paid copywriter in the world. But no one, including me, hits a home run with every sales message. I can tell you I'm thrilled when I bat 300% (3 out of 10) on new products and/or new advertising program. My high batting average earns fortunes for myself and my clients.
But, approached correctly, you can create great wealth for yourself with a far lower batting average.
Plus, I can't count the numerous advertising campaigns I've created that at first achieved poor results. Then, after going back to the drawing board and creating a new headline, or new offer, or new copy, turned a flop around into a big success.
Other hugely successful people experience similar results. Recently I spoke at Mark Joyner's conference in Los Angeles, ''Survival Strategies for Tough Times.''
One of my fellow speakers was Joe Sugarman. Joe is undoubtedly one of the most successful entrepreneurs in America. He is known as a world-class marketer and copywriter. He is best known for his BluBlocker sunglass infomercial that has run for years. And also for electronic products in his company, JS&A, heavily promoted in space ads and by catalog.
In his presentation, Joe commented as follows: “I’m thrilled if one out of ten of my ads work, because this one product and ad can earn me a fortune.''
In actuality, I'd be deliriously happy if just one out of twenty ads, mail pieces or Internet offers were a home run.
Please note the vast difference in attitude between myself, Joe and entrepreneurs who are looking for the quick, instant success.
Sugarman is the best example I know for a wealth-building attitude that underlies his incredible success. Providing you have quality products people want, over time the willingness to keep digging until you find something that is profitable never fails. It's as close to automatic as you can get in the business world. And it will work for you too.
You simply work the percentages. You test small, and then test again until you get a product and offer that works. Then you roll out big.
Bottom line. Don't be discouraged by a few flops. Expect them. Honor them, as they are necessary. When you flop, just say ''next.'' Each time you are one step closer to success.
The reality is that with new product and copy launches, there is no such thing as failure. You always get results. Plus, each test brings you critically important marketing information regardless of results.
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, 7 February 2010
Friday, 5 February 2010
Try An Incentive
Do you like eating and drinking? I do.
When I had a big corporate job I once wrote an article called "I eat for England".
Do you like saving money? Me too. I'm so cheap sometimes I feel almost embarrassed.
Are you curious? Of course, or you wouldn't be reading this.
So last Saturday I went with a fair companion to The Admiralty Restaurant in Somerset House overlooking the Thames, where they had a deal - half price on the food.
The meal was excellent; and the place was full. So, being curious, I asked the lady on the door how many people had come because of the offer.
About half, she said.
They surely didn't lose money on us at nearly £70. You would have spent more, right?
Meanwhile, a girl I know works at a very good hamburger restaurant in Islington. Every day between 4.30 and 6.30 it's almost empty; so she spends her time rolling paper napkins round knives and forks.
The manageress, whom I also know, keeps saying they should run promotions - but they seem scared to.
It still astounds me how so few people realize two things:
1. Incentives pay, if used wisely.
2.If you use them all the time you cheapen your brand.
Why do they pay? Because generally you get all the people you would have got - plus a few you wouldn't have. I guess about 15% - 25%. And the extra ones convert into customers at much the same rate as the others.
Perhaps the wisest, and certainly the wittiest client I ever had was Victor Ross, Chairman of Reader's Digest.
He said: "I have never seen a relevant incentive fail to pay for itself."
If you're not trying incentives, do.
If you are, test alternatives (it may make a huge difference).
I will now cheat by taking extracts from one of the talks I have bored people with in 41 countries over the last 30 years.
The first question is obvious but often ignored: why do incentives work? There are three reasons.
They overcome fear - of being sold something the prospect doesn't need or can't afford.
They overcome laziness.
They give an excuse for trying you.
For all these reasons they should be prominent.
Always describe your incentive, and say what it's worth. If it costs nothing, it's worth nothing. The more desirable it sounds, the more replies you'll get. The more it's worth, the more people want it.
If it's a book (paper is so cheap!) on fitness, maybe - give it a title, say how many pages it has. If possible, sell it - thus setting a price.
Try more than one incentive. You can have one for replying, one for replying wthin 14 days, one for buying two or buying the luxury version, trying another product or service or recommending a friend.
Try a few things people might lose - a threat, if you like. It may work even better. In fact studies suggest it does.
* They have to buy by a certain date, or on a certain day.
* There are only so many left.
* It's a limited edition.
* It's restricted to certain privileged customers.
People are cynical. They think the cost comes out of the product Always say why you're being so nice.
* As a reward for doing something.
* To encourage them to try.
* Because "we find it's the cheapest way to get new customers".
* Because it's our centenary.
What makes a good incentive?
* The Golden Rule: add value, rather than cheapening the brand.
* A free Financial Planning booklet adds value; repeated discounts cheapen your brand.
* Discounts are better for acquiring customers, or rewarding them.
* Use them sparingly.
I hope you found this interesting and helpful. Let me know anything that interests you - or you disagree with.
Best,
Drayton
P.S. This is number 8 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: www.draytonbirdcommonsense.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.
When I had a big corporate job I once wrote an article called "I eat for England".
Do you like saving money? Me too. I'm so cheap sometimes I feel almost embarrassed.
Are you curious? Of course, or you wouldn't be reading this.
So last Saturday I went with a fair companion to The Admiralty Restaurant in Somerset House overlooking the Thames, where they had a deal - half price on the food.
The meal was excellent; and the place was full. So, being curious, I asked the lady on the door how many people had come because of the offer.
About half, she said.
They surely didn't lose money on us at nearly £70. You would have spent more, right?
Meanwhile, a girl I know works at a very good hamburger restaurant in Islington. Every day between 4.30 and 6.30 it's almost empty; so she spends her time rolling paper napkins round knives and forks.
The manageress, whom I also know, keeps saying they should run promotions - but they seem scared to.
It still astounds me how so few people realize two things:
1. Incentives pay, if used wisely.
2.If you use them all the time you cheapen your brand.
Why do they pay? Because generally you get all the people you would have got - plus a few you wouldn't have. I guess about 15% - 25%. And the extra ones convert into customers at much the same rate as the others.
Perhaps the wisest, and certainly the wittiest client I ever had was Victor Ross, Chairman of Reader's Digest.
He said: "I have never seen a relevant incentive fail to pay for itself."
If you're not trying incentives, do.
If you are, test alternatives (it may make a huge difference).
I will now cheat by taking extracts from one of the talks I have bored people with in 41 countries over the last 30 years.
The first question is obvious but often ignored: why do incentives work? There are three reasons.
They overcome fear - of being sold something the prospect doesn't need or can't afford.
They overcome laziness.
They give an excuse for trying you.
For all these reasons they should be prominent.
Always describe your incentive, and say what it's worth. If it costs nothing, it's worth nothing. The more desirable it sounds, the more replies you'll get. The more it's worth, the more people want it.
If it's a book (paper is so cheap!) on fitness, maybe - give it a title, say how many pages it has. If possible, sell it - thus setting a price.
Try more than one incentive. You can have one for replying, one for replying wthin 14 days, one for buying two or buying the luxury version, trying another product or service or recommending a friend.
Try a few things people might lose - a threat, if you like. It may work even better. In fact studies suggest it does.
* They have to buy by a certain date, or on a certain day.
* There are only so many left.
* It's a limited edition.
* It's restricted to certain privileged customers.
People are cynical. They think the cost comes out of the product Always say why you're being so nice.
* As a reward for doing something.
* To encourage them to try.
* Because "we find it's the cheapest way to get new customers".
* Because it's our centenary.
What makes a good incentive?
* The Golden Rule: add value, rather than cheapening the brand.
* A free Financial Planning booklet adds value; repeated discounts cheapen your brand.
* Discounts are better for acquiring customers, or rewarding them.
* Use them sparingly.
I hope you found this interesting and helpful. Let me know anything that interests you - or you disagree with.
Best,
Drayton
P.S. This is number 8 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: www.draytonbirdcommonsense.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.
Wednesday, 3 February 2010
What’s It Like To Work With Sir Richard Branson?
Do you know of a more successful, admired entrepreneur than Richard Branson?
And did you know he started out in direct marketing, selling records?
Wouldn't you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business... without spending a penny of your own money.
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you'll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world's most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were "lucky enough to learn from" this man.
Ken McCarthy, the "Godfather" of internet marketing (another man I’ve studied with) called him,
and
I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he,
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age's Global Marketing Director of the Year for his work on the London Olympics.
His name probably won't come as any surprise to you: Drayton Bird. By a strange numerical coincidence he's worked in 50 countries in 50 year career with some of the world's most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes. (Yes, I really do know him, personally. He happensto be my marketing teacher and I can prove it.)
Now he’s done it again. It's taken him three solid years – and as I say, this little clip is just a taster. Check it out here, while it's up.
It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It's also very funny ... and if you register you'll discover that the drinks are on Drayton.
And did you know he started out in direct marketing, selling records?
Wouldn't you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business... without spending a penny of your own money.
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you'll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world's most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were "lucky enough to learn from" this man.
Ken McCarthy, the "Godfather" of internet marketing (another man I’ve studied with) called him,
"a genius. Really"
and
"the most accomplished living direct marketer"
I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he,
"knows more about direct marketing than anyone in the world"
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age's Global Marketing Director of the Year for his work on the London Olympics.
His name probably won't come as any surprise to you: Drayton Bird. By a strange numerical coincidence he's worked in 50 countries in 50 year career with some of the world's most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes. (Yes, I really do know him, personally. He happensto be my marketing teacher and I can prove it.)
Now he’s done it again. It's taken him three solid years – and as I say, this little clip is just a taster. Check it out here, while it's up.
It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It's also very funny ... and if you register you'll discover that the drinks are on Drayton.
Do you know of a more successful, admired entrepreneur than Richard Branson?
And did you know he started out in direct marketing, selling records?
Wouldn’t you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business ... without spending a penny of your own money
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you’ll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world’s most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were “lucky enough to learn from” this man.
Ken McCarthy, the “Godfather” of internet marketing (another man I’ve studied with) called him “a genius. Really” and “the most accomplished living direct marketer.” I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he “knows more about direct marketing than anyone in the world.”
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age’s Global Marketing Director of the Year for his work on the London Olympics.
His name probably won’t come as any surprise to you: Drayton Bird. By a strange numerical coincidence he’s worked in 50 countries in 50 year career with some of the world’s most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes
Now he’s done it again. It’s taken him three solid years – and as I say, this little clip is just a taster. I’m furious to be honest. What I’ve paid tens of thousands for over the years you can get for peanuts.
Check the clip out here, while it’s up. It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It’s also very funny ... and if you register you’ll discover that the drinks are on Drayton.
And did you know he started out in direct marketing, selling records?
Wouldn’t you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business ... without spending a penny of your own money
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you’ll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world’s most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were “lucky enough to learn from” this man.
Ken McCarthy, the “Godfather” of internet marketing (another man I’ve studied with) called him “a genius. Really” and “the most accomplished living direct marketer.” I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he “knows more about direct marketing than anyone in the world.”
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age’s Global Marketing Director of the Year for his work on the London Olympics.
His name probably won’t come as any surprise to you: Drayton Bird. By a strange numerical coincidence he’s worked in 50 countries in 50 year career with some of the world’s most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes
Now he’s done it again. It’s taken him three solid years – and as I say, this little clip is just a taster. I’m furious to be honest. What I’ve paid tens of thousands for over the years you can get for peanuts.
Check the clip out here, while it’s up. It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It’s also very funny ... and if you register you’ll discover that the drinks are on Drayton.
What’s It Like To Work With Sir Richard Branson?
Do you know of a more successful, admired entrepreneur than Richard Branson?
And did you know he started out in direct marketing, selling records?
Wouldn't you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business... without spending a penny of your own money.
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you'll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world's most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were "lucky enough to learn from" this man.
Ken McCarthy, the "Godfather" of internet marketing (another man I’ve studied with) called him,
and
I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he,
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age's Global Marketing Director of the Year for his work on the London Olympics.
His name probably won't come as any surprise to you: Drayton Bird. By a strange numerical coincidence he's worked in 50 countries in 50 year career with some of the world's most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes. (Yes, I really do know him, personally. He happensto be my marketing teacher and I can prove it.)
Now he’s done it again. It's taken him three solid years – and as I say, this little clip is just a taster. Check it out here, while it's up.
It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It's also very funny ... and if you register you'll discover that the drinks are on Drayton.
And did you know he started out in direct marketing, selling records?
Wouldn't you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business... without spending a penny of your own money.
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you'll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world's most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were "lucky enough to learn from" this man.
Ken McCarthy, the "Godfather" of internet marketing (another man I’ve studied with) called him,
"a genius. Really"
and
"the most accomplished living direct marketer"
I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he,
"knows more about direct marketing than anyone in the world"
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age's Global Marketing Director of the Year for his work on the London Olympics.
His name probably won't come as any surprise to you: Drayton Bird. By a strange numerical coincidence he's worked in 50 countries in 50 year career with some of the world's most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes. (Yes, I really do know him, personally. He happensto be my marketing teacher and I can prove it.)
Now he’s done it again. It's taken him three solid years – and as I say, this little clip is just a taster. Check it out here, while it's up.
It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It's also very funny ... and if you register you'll discover that the drinks are on Drayton.
Do you know of a more successful, admired entrepreneur than Richard Branson?
And did you know he started out in direct marketing, selling records?
Wouldn’t you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business ... without spending a penny of your own money
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you’ll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world’s most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were “lucky enough to learn from” this man.
Ken McCarthy, the “Godfather” of internet marketing (another man I’ve studied with) called him “a genius. Really” and “the most accomplished living direct marketer.” I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he “knows more about direct marketing than anyone in the world.”
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age’s Global Marketing Director of the Year for his work on the London Olympics.
His name probably won’t come as any surprise to you: Drayton Bird. By a strange numerical coincidence he’s worked in 50 countries in 50 year career with some of the world’s most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes
Now he’s done it again. It’s taken him three solid years – and as I say, this little clip is just a taster. I’m furious to be honest. What I’ve paid tens of thousands for over the years you can get for peanuts.
Check the clip out here, while it’s up. It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It’s also very funny ... and if you register you’ll discover that the drinks are on Drayton.
And did you know he started out in direct marketing, selling records?
Wouldn’t you like to know his secrets? What kind of mind he has? How he goes about things? Go here and see one of his former partners tell you. You’ll get an idea of what it takes to turn an idea into a big business ... without spending a penny of your own money
(And there’s a surprise bonus waiting for you if after watching it you’d like to know to know more).
The man in the clip is called Rowan Gormley, and I’m very pleased to say that I saw him last year. He helped Branson set up three successful businesses, and now has his own which is a huge success after less than a year.
When you watch the clip you’ll laugh – and realise that Branson’s key to success is a million miles away from business school theory. But hurry. The clip is only up for 4 days.
It’s a little foretaste of a unique new Commonsense Marketing programme, featuring some of the world’s most talented business people – created by one of the world’s most influential marketers.
I can say this with a straight face because I have all his books on my shelves, I’ve spent a fair amount of time (and money) with him and learned a lot. But I am not alone.
When the Chartered Institute of Marketing wanted to decide which 50 living individuals, worldwide, have shaped modern marketing his name was on the list.
Sir Martin Sorrell, whose WPP business turns over £7.5 billion, was once his boss. He said people all over the world were “lucky enough to learn from” this man.
Ken McCarthy, the “Godfather” of internet marketing (another man I’ve studied with) called him “a genius. Really” and “the most accomplished living direct marketer.” I actually saw Ken tell how his own success was sparked by this man.
And the legendary David Ogilvy said he “knows more about direct marketing than anyone in the world.”
You can look at almost every leading marketer today and find they had something in common. Gary Bencivenga, Clayton Makepeace, Yanik Silver – even Joe Sugarman. They all learned from this man – as did David Magliano, the only man ever named Marketing Director of the Year twice – and Ad Age’s Global Marketing Director of the Year for his work on the London Olympics.
His name probably won’t come as any surprise to you: Drayton Bird. By a strange numerical coincidence he’s worked in 50 countries in 50 year career with some of the world’s most famous brands – and many tiny businesses you’ve never heard of.
Every time I see him I pick up business gems worth goodness knows how much. I sat through most of a week last year with him and his faculty of great marketers just taking notes
Now he’s done it again. It’s taken him three solid years – and as I say, this little clip is just a taster. I’m furious to be honest. What I’ve paid tens of thousands for over the years you can get for peanuts.
Check the clip out here, while it’s up. It gives a unique insight into the minds of two entrepreneurs – Branson and Gormley. It’s also very funny ... and if you register you’ll discover that the drinks are on Drayton.
Monday, 1 February 2010
Magic Marketing - Some Fun And Entertainment
An example of how to make your copywriting tighter?
There IS a copywriting lesson here...
Watch how the kid reduces the length of the headline.
There's no sense in having more words than necessary - you only have a few seconds to catch your prospects attention... and hold it.
Magic Marketing - Some Fun And Entertainment
An example of how to make your copywriting tighter?
There IS a copywriting lesson here...
Watch how the kid reduces the length of the headline.
There's no sense in having more words than necessary - you only have a few seconds to catch your prospects attention... and hold it.
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