The simple, basic, kindergarten mistake even the experts make. Every day

Why should I care if this man was “on fire”? Would I even squirt down his throat to put him out? Why do people who should know better make these mistakes?

A week ago I had to fly to Dublin and back on a last-minute mission  to get a Visa for reasons too insane to explain.

During that day I got 137 emails. Like you, I scan the ones I get and delete the ones that don’t interest me.

The others are ones from my partners, ones that are helpful, and ones that are funny or stupid or both.

Under funny I greatly enjoyed one about Super Chavette Katie Price complaining about her honeymoon at Sandals.

What did she expect? Sandals is the MacDonalds of holidays.

Under stupid comes an email from a man who teaches selling.

It is headed Here is a copy of the call I did this morning called Create Revenue Now – The call is filled with golden nuggets

No false modesty there – nor in the opening.

Dear Drayton,

I did a call this morning at 9 am called Create Revenue Now!

I was on fire during this call!

I went on one unplanned rant during the call.

Here is a copy of the recording.

I hope you enjoy it.

This is all about him and how wonderful he thinks he is. Not about the reader.

Since he is supposed to be an expert on selling, would he tell a salesman to go into a prospect and start boasting?

Most big firms make this mistake. So do their agencies. I did a talk a while ago for the Royal Mail and commented on the website of my old agency, OgilvyOne.

All about them. Their founder would throw up if he saw it.

In my copy seminars I often make the point that you, you and yours should appear about three times more than the we words.

The only time you should talk about yourself is if you are telling a story.

A lot of the internet “gurus” tend to talk about themselves too much. They only get away with it because they have huge lists – and often a talent for making false promises that dwarfs the size of those lists.

You and I can’t afford that mistake.

Talking about agencies, have you seen http://agencywank.tumblr.com/? Excellent.