How to write stuff people read

A friend wrote (very amusingly)about the blog written by someone close to her – and asked me what I think he should do – as follows.

He has been writing what he thinks – and as she put it –

It has landed him not just in hot water but in a scalding vat of oil.

He has managed to get himself barred from his local pub, alienated half the local female population (admittedly not hard, given the touchiness of this breed of woman), embroiled himself in somebody else’s employment tribunal and, last but not least, have the editor of the local newspaper phone and scream ‘Libel’ down the phone (he just expressed the very valid opinion that this particular rag was a pile of steaming crap).

Yet if you read the articles, you would think them fairly harmless.

One good thing – he is getting plenty of traffic in his infamy.

However he is quite bewildered by the buckets of vitriol being chucked at him from different corners.

Does he continue to basically say what he really thinks and hang them all? Or should he adopt a more anodyne, a milder approach and stick to subjects such as bronze age monoliths (where the only people you could offend have been buried for 3000 years in stone cairns)?

As you can all imagine, I was flattered to be asked. My view is that if there is nobody he has his eye on among the local witches and the pub is nothing special he should take the advice given by Polonius in Hamlet: This above all: to thine own self be true.

He should do what he thinks is right. And it certainly will continue to get him more and more readers, which I guess is why he is writing.

My view is that if you’re not offending someone you’re probably boring everyone. Which is why most blogs are not read.

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.

6 Comments

  1. DrB

    As someone who enjoys reading blogs, I find it refreshing when someone speaks his/her mind. Being open and honest is the way to go, just be kind enough with your criticisms, choosing NOT to criticize people but their opinions or ideas.

    Dr. George

  2. Good luck to him. What's his URL, I'd like to have a read.

  3. Don't know the URL offhand, New Wealth, but I think the lady who wrote to me about – and has read this – can tell you.

    And Dr. B., I'm afraid I find it hard not to criticize people. In fact I think it essential and your logic escapes me. Would you just say, “Don't like Adolf's opinions about the Jews”? Or would you say “Hitler is a murderous bastard who should be shot on sight”?

  4. Katy

    Hi New Wealth

    The website is
    http://paulmalpas.com

    The blog post 'Wondering Why' sparked some of the controversy but there are some damning indictments of the Catholic Church in there too.

  5. George in Quito

    I read the letter and question how anyone with the least bit of self-respect could post a critique with so many typos. While on the site, I read more of the posts. I enjoyed the writing. ‘Nuff said.

    1. Drayton

      You are untypical, George. I have discovered that the overwhelming majority of the population are totally illiterate.

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