An apology to Chris Newton – and the answer to a question about copy length that you may have asked yourself

I’m afraid I was not at my best and brightest yesterday.

Besides my usual slapdash approach to things I had advanced jet-lag after getting off the plane from New York and going straight to the office, so as a result I re-christened Chris Newton Dave. Sorry, Chris.

This morning I got a question (and a welcome compliment) from Deirdre O’Kane in Ireland who gets my helpful ideas. She wrote:

Thank you so much for the ideas. They are terrific. Some of what you propose, I was already doing, but honestly, I had never analysed WHY those ideas worked. And on particular campaigns when I have tried to be too bloody clever by half and been much less successful, I hadn’t identified the reason. I look forward to learning a great deal more.

I’m quite sure you don’t have time to read all the responses you must get, but I have one question (well actually, lots but I won’t push it!) : if I write a sales letter that is designed to be followed up by a sales call, it works to keep it very short and attention grabbing. In fact, it seems to be more effective than a longer pitch. Is that your experience or have I just been dealing with very good telephone sales reps who have made the sale regardless of the length of my sales letter?

People are often pretty surprised that I do try to read and reply to every message. I miss a few, but I just think auto-responders lack a certain charm.

This was my reply to Deirdre’s question:

“The shorter copy will usually get more, but less qualified leads. And vice versa. Sales people often prefer the former; more to go at.

Incidentally, I am coming to Ireland to speak to a load of accountants later this year.”

NOTE “How to write proper” webinar series. This should start this coming Friday, technology permitting.

Besides talking about how to manage your time and what makes for better writing I will include an analysis of a letter and ad I wrote for a top business school which sold a previously unsaleable seminar aimed at some of the world’s leading executives.

The cost will be £39 for each of 3 webinars, or £100 for all three. If you have already expressed interest, you will get a message about where to park your money shortly.

If you haven’t, forget all those lies the internet conmen tell you about limited numbers. The more the merrier. I still have to recover from my last divorce.

Best,

Drayton

askdrayton.com

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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