| Do you mind if I jog your memory? It’s about a marketing gem Al stole shamelessly from me, and has been bleating on about ever since. He says it has saved his bacon countless times and just about managed to pay the school fees too. It’s this: People buy when it suits them, not when it suits you. If you read my stuff you know this. But I just want to ask, have you put it to the test yet? Pretty simple isn’t it? When you write, odds are your prospect’s got lots of other things to worry about. Does the dog need to go to the vet? Is my team winning? Is my wife playing around with the guy next door? That’s why about 50% of sales are made after the second call. I’m sure you’ve heard all this before. But now use it. Grab that list of duds – the people you think will never buy from you – and put together a knock out offer. If the last one didn’t work, no brain surgery required. Try something completely different. But NEVER make the mistake of thinking they are not interested. They enquired. They are on your list for a reason. They are real live prospects. And if this little gem has struck a chord, why not see if I can give you a few more? It’ll only cost you a $1 to see if I’m full of hot air – and even that comes with a money back guarantee. Don’t hang about though – the covid panic is thankfully calming, so I’ll be locking up this offer for a good while after today. You can grab it here. Best, Drayton |
The difference between profit and loss?
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.