So what’s your value proposition, pal?


Lo, and it comes to pass that every now and then, emerging from the endless swamps of the Lost Kingdom of Marketing Jargon, the Anointed High Priest of Pointless Bollocks brings forth a new Sacred Morsel of Bullshit.

And, yea, the Marketing Drones genuflect before it, for it maketh the blindingly simple seem complex and justifieth their Monthly Stipends.

Well, perhaps my favourite definition of marketing is “Give the buggers what they want and you’ll do OK”. So I have been working recently (and still am) on Value Propositions for two different clients in two countries selling two utterly different things to entirely different types of people.

The Value Proposition, for you unenlightened heretics out there who want to trot it out to impress the dozy and gullible at dreary meetings, tells your prospects what they get for their money.

Stirred up by this thought I have been wondering what my Value Proposition is compared to all the teeming multitude of Marketing Gurus out there whose number multiplieth every week like unto that of rabbits in Queensland.

How the hell have I survived for so long? I don’t pretend to tell you how to get rich almost effortlessly by following my secret launch formula; I don’t guarantee to turn you into an “A-list” copywriter whose every well-turned phrase daily stuns and delights your lucrative and generous clients; I don’t specialise in any area at all. Not dodgy health products; not investment advice; not anything, really.

Essentially, if you want to flog just about anything, I’m your man.

This week – besides the aforementioned value propositions – I’ve been writing about models people can collect, two different types of property investment – one for the absurdly rich, another for the ordinary Joe – a new book on divorce, temporary buildings, martial arts courses, holidays, a painter of abstract art and the occasional portrait – and two new marketing services I’m involved in. I’ve been writing leaflets, letters, scripts for speeches, a brochure and one or two ads. And what is really astonishing is that pretty much everything I bang out seems to work. It really is very odd.

But there is one other thing I’m playing round with that you might like, dear reader, when I get round to offering it. You might call it Everything you need to know about selling almost anything to anyone anywhere in a series of easy to follow and sometimes funny e-books and videos.

Would that interest you? It won’t cost you $5,000 to stay in a secret location in the Mojave desert and be lectured by 5 legendary internet masterminds who were cleaning toilets till they discovered the secret formula for attracting millions. It will just be good value, no miracles.

While you’re thinking about that, you might find what follows, prompted by one of my current tasks, as funny as I do. If not, you’re in the wrong place. It was sent to me by my son Nick, the world’s best imitation Paul McCartney. That’s his value proposition – and that’s him at the top. And here’s the URL to visit for a laugh. http://uk.youtube.com/watch?v=klS92A8YzfY&feature=related

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.

9 Comments

  1. Hey Drayton

    Lovely post πŸ™‚

    Your son’s a babe. What’s his email address?

    Have a good weekend

    Debs x

  2. You naughty girl! I’m afraid you just missed the boat – he’s with a fiendishly attractive and very nice girl. Never mind. There’s aways another bus coming along. I like the way you charge by the word for copy. God, on that basis I’d do a whole lot better – and do VERY little editing:-)

  3. I’m sure my husband will be very pleased to hear it. Still, a girl’s got to try πŸ˜‰

    The per-thousand-words actually depends on the project. I won’t bore you with the details, but your comment has made me realise that that point could do with a little clarification on my price list, so thanks for the heads up πŸ™‚

    Debs x

  4. GSTH

    Value proposition?

    Would that perchance play on the FM station constantly buzzing away in everyone’s head:

    WIIFM?

    Big Hugs,

    GTH

  5. @ Debs

    That comment by Drayton prompted me to visit your site.

    Very colourful πŸ™‚

    Rezbi

  6. Debs

    @Rezbi

    Thanks… I think! πŸ™‚

  7. As resident busybody I have to say Debs that your website would do a ton better if it had some faces on it — I said that to you a long time ago but you ignored me. Boo hoo.

  8. Debs

    Awww Drayton, please don’t weep πŸ™

    I didn’t ignore you – I’m just shy about plastering my ugly mug around the Internet! After about six months of using Twitter, I have this week finally changed my avatar from the debbidoo logo to my photo – and I feel very exposed πŸ™‚

    My website needs a lot of work – I am under no delusions about that. And I really appreciate those suggestions you very kindly made last year, others of which I promise I have actually followed πŸ™‚ I should have a little time on my hands in the next couple of weeks, so I will look into buying some decent images of real human beings, and add them to the site πŸ™‚

    You’re too good to me πŸ™‚ Have a hug, you lovely man *hugs*

    D x

  9. I can understand what you’re saying, Debs, not about your ‘ugly mug’ as I haven’t seen it, but about splashing it in front of the of the public.

    That’s why I use one of two models in my avatar: Spiderman… and the finger. πŸ™‚

    They’re both better looking than me – even with spidey’s mask on.

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