Did this save a football club? I think so – but I’m not sure

I’m working on the next writing webinar – and thanks for all the kind comments.

To join me justplay this video.

Just to tell you what it’s all about …

Getting started is the biggest nightmare, so I shall give you 20 helpful ideas for beginnings, plus some of the brilliant letter openings by my late friend Bill Jayme.

Bill was widely seen as the best direct mail writer in the world – and was certainly the wittiest and most civilised. He and his partner Heikki also gave me the perhaps worst hangover I ever had (among stiff competition) last time I saw him in his beautiful house on the Russian Steps in San Francisco.

When Bill and Heikki retired they were charging $20,000 – $40,000 a direct mail pack – equal to at least 3 times as much now – I guess. They had a queue 18 months long and clients had to come to them – not the other way round. He was very kind to me, and really kick-started my speaking career.

I shall also take apart one of two letters I wrote for the Arsenal Supporters Trust to prevent the club being taken over by a dodgy Russian billionaire (is there any other kind?).

This letter doubled their membership – then I wrote another, which I have already dissected for subscribers to my Commonsense programme.

They may have helped save the club. To be honest I haven’t kept track, but they certainly helped for a few years. Funny thing is, I did them for nothing. And during the webinarI shall answer a question one subscriber asked about how to make sure your copy flows logically.

I hope you can join me.

Here’s how to do so (and save £18).

Here’s the link!

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.

1 Comments

  1. Having done some research (hey maybe not such a bad idea ), I rlasiee where we fell short.We were looking face on at stuff.Next time, we have to have lots of b4sideways glancesb4 at the weather, at tv programmes, at why there is such a thing as global poverty fight!!!It works for Herring and the other guy, apparently.

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