A puzzlement. Who on earth comes up with all this horseshit? And how much are they paid to do so?
Two days ago I did a talk to audiologists – a posh word for people who sell hearing aids.
I’ve been doing talks since 1978 and still find it terrifying. But it is good for me, because unless you just stand up and show your latest ads or read out something pretentious written by your agency (depressingly common) you have to think.
But one thing I simply cannot predict is the audience’s reaction. Nobody has ever complained – too polite, maybe. But although I have given talks to many of the people who were there on Friday this latest effort was extraordinarily successful. At least 20% of the people came up afterwards and thanked me.
I’m not sure why. I just showed ten ads, pointing out that none would sell anyone a hearing aid, plus five old ones that were very good, with seven suggestions as to how to do better.
It was unfair to just be rude about their industry, so I also threw in the one shown here which I assume was produced by someone frightfully creative living in a lunatic asylum.
I am pretty pissed off because the thieves who control my phone paid for it – or rather I did.
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As you may have noticed, I’ve been running something called AskDrayton which is going quite well.
Yesterday someone who said “marketing in our company is run on a shoestring” asked me some questions:
How do we get more visitors to our site? How do we get our name out there to more customers, etc.?
He said he is responsible for generating revenue through advertising online, print and through event sponsorships.
And he put it to me straight:
How would subscribing to your full year service impact my success as a sales manager and drive my team to sell more?
He also asked whether AskDrayton would “ultimately make me better at what I do.”
This was my reply, which may interest you:
I am very glad you asked me that, Nicholas.
It has forced me to explain something so damned obvious that I have been too stupid to do so.
The service is called AskDrayton for a reason.
If you have a question, just ask.
Last week one member asked me to analyse a letter I wrote that sold the world’s most expensive seminar.
On Monday I shall do so on video.
Your questions will certainly interest other subscribers, so I would cover them.
You get such advice for £20 a month including VAT – about the price of a MacDonalds meal for two
Or you can pay me £1,000 for a face-to-face meeting, as people do.
It seems a pretty good deal to me.
What do you think?
http://askdrayton.com/is what I’m taking about, by the way
