The unforeseen benefits of terrorism bring new meaning to the phrase “take-off”
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.
Spot on. I'll scream if I get another so called “expert” telling me to keep the copy short as no-one will read it otherwise. Anyone remember the full page Amnesty adverts from the early 1990s? Sure, only a handful of people will have read through to the end, but I can almost guarantee that those who made it that far were gripped, motivated and ready to open their wallets.
Depends on your objective though. For responsiveness: as above. To get a message out to the masses, there is a role for snappy copy (“Catch it, Bin it, Kill it” comes to mind.) Horses for courses as always. Some old geezer had something to say about it in “Commonsense Direct Marketing” I think but I seem to have lost my copy…
Spot on. I'll scream if I get another so called “expert” telling me to keep the copy short as no-one will read it otherwise. Anyone remember the full page Amnesty adverts from the early 1990s? Sure, only a handful of people will have read through to the end, but I can almost guarantee that those who made it that far were gripped, motivated and ready to open their wallets.
Depends on your objective though. For responsiveness: as above. To get a message out to the masses, there is a role for snappy copy (“Catch it, Bin it, Kill it” comes to mind.) Horses for courses as always. Some old geezer had something to say about it in “Commonsense Direct Marketing” I think but I seem to have lost my copy…