When the blind lead the blind, where do you end up?

One reason why your copy may fail is simple.

You didn’t pay enough.

That’s not because you’re stupid. Why pay more than you need for anything?

And there are two seemingly logical reasons why people don’t pay enough for copy (or content as they call it now).

1. You and your colleagues write stuff every day to people – and they reply. It’s not exactly nuclear physics. So why pay others to do it.

2. There are so many copywriters around that many offer amazingly good deals.

I saw a good example today. It is an offer to pay what you want for a course called “Build Your Brand More Effectively by Mastering the Art of Copywriting”. It usually sells for $69.

Well it took me about 5 years to learn to write good copy – and even then I was nowhere near perfect.

Now read how the course is described:

Copywriting is an essential component to building a brand. Many businesses may outsource their copy to ad agencies, but if you’re small and growing, this may not be such a cost-effective measure. imessage for windows A better option would be handling your copy needs in-house, and this is the foundational course to start you off on the right foot. If you’re looking to take on copy writing as a career, this course will make sure you the skills to succeed. With an all-encompassing examination of what makes good copy and exercises to help you practice, you’ll soon be getting any brand the attention it deserves.

Do you know what’s wrong with that? Maybe you do, but just in case:

1. It’s 101 words long.

That really puts readers off. It’s like a long thirsty trek through the desert to the nearest oasis.

My old boss David Ogilvy suggested the ideal opening paragraph is 12 words long.

2. It’s full of dreary, uninvolving jargon and guff – like essential component, outsource their copy, cost-effective measure and so on.

3. It’s sloppy: there’s a word missing in make sure you the skills.

You really can’t hope to get an essential part of your business sorted out for $69. And what I didn’t tell you is this course takes a year.

Can you wait that long?

If you want to get better results – as over 97% of our clients do –click here and Gerald will get in touch.

Do it now. We can only take on so many at a time.




About the Author


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.

1 Comment

  1. Thank you for advices, I decided to get second degree and your site became very helpful in my situation.

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