The misunderstanding that sends so many marketers charging off in the wrong direction

Why don’t you watch, read, or listen to all that stuff? And why do people persist in boring you? With a free 18.52 minute mini-seminar if you want to know more

Last week a lady called Linda who sells a hobby, but not that successfully, sent me four emails, one of which read:

“Several friends of mine ramble on about the 60 minute ads on the telly. I have other things to do with my time besides watching the ads.”

I thought she was quite right, but I replied saying:

I have read all four of your emails, Linda.

The other three I cannot comment on as I have not seen your creative material and do not know your market.

However, I will now address this one about long ads.

1. Nobody sane wants to watch a 60 minute ad. Unless …

2. They are likely to be interested …

3. In a product or service relevant enough for them to pay attention.

If that is the case, people will read/listen/watch an awful lot more than 60 minutes.

Perhaps your prospects – who seem to be older people  – might read a great deal about the hobby you sell. It may be fairly trivial but it could be interesting to enough of them to make your messages profitable.

There are certainly hordes of older, bored people with time on their hands. I had a client years ago who sold knitting patterns. They made a fortune.

May I cite some subjects interesting enough for people all over the world to watch commercials an hour long – and longer?

1. Investment – and anything to do with making money

2. Health – especially  things like slimming

3. Self improvement (Have you heard of Anthony Robbins?)

A couple of months back I sent out an email – which took me well under half an hour to write – suggesting people on my list watch an online webinar which was four hours long.

It was about marketing. 

Very few bothered. 

But enough did to give me $2754 commission.

Not bad for a few minutes’ work.

But first you must understand that you don’t have to appeal to all the people all the time.

Just some of the right people for enough of the time with the right copy.

That is what real marketing is about.

Now as chance would have it last week I recorded a video lasting 18.52 minutes on this misunderstanding – and two others that must cost people millions, maybe billions, every year.

If you were away on a bank holiday jaunt you’ll have missed it, so it’s here.

Have a look. You can stop watching whenever you like. I won’t mind.

And if you have questions you want answering, I always try to reply.

About the Author

Drayton

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

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