Frightening discovery! Unless the word SALE is in the headline it won’t work

Today I’m sticking some heresy up on linked in.

It may go against everything you’ve been told.

It will appall all the people who give each other creative awards.

But if you want to get more sales – and make a lot more money – you may find it helpful.

I certainly hope it makes you think.

It is based on a rather startling discovery I made about 24 years ago when writing copy for my biggest client.

But it also shows that I’m sometimes amazingly stupid!

Have a look if you have a moment – and want to do better…

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.

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