| >>How I spend my first 20 minutes each day… Looking for ideas that sell? You could do a lot worse than steal from The 100 Greatest Advertisements by Julius Watkins. You’ll find some of the most successful ads ever, including two of Ogilvy’s, with explanations of how they came about. But also some I’ve never heard of. including one headed “Ever wonder what a Frenchman thinks?” Well, I worked with a brilliant Frenchman years ago in Ogilvy, Defrenois, our Direct Paris office. He was unquestionably the best direct marketer in France. Instead of working in the Ogilvy advertising agency when in France David Ogilvy preferred the direct marketing office. Philippe Defrenois was a true eccentric – quite unlike a conventional chap like me. The first thing he did every morning was read the comic strips in the newspaper. He loved them and said they gave him inspiration. The first thing I do every morning is read the dodgy emails I receive. Here’s a selection from this morning. |
| These e-mails go out by the billion, and rip off millions of people. This is because the internet has no law.The billionaires who run Apple, Google, Facebook, etc,These e-mails go out by the billion, and rip off millions of people. This is because the internet has no law. The billionaires who run Apple, Google, Facebook, etc, don’t give a hoot about their customers – just money. So you end up stranded in the world’s biggest criminal casino. That tiny howl of rage is not why I wrote this. It’s because even if the devil doesn’t have ALL the best tunes – as I suggested a few weeks ago – he may well have the majority. These emails are very, very good. Low cunning as a fine art. They strike at the heart, they play on emotions, and they do it brilliantly. At 84 I’m not particularly worried about sex. At least once a year a kindly lady may take pity on me and hold my hand, but that’s about it. But seriously you must give thought to these rogues, and study their work. You will certainly learn a lot. But you can do two other things: Pray that soon something is done to curb the people who let these rogues thrive. Their current efforts are laughable. I have had copy turned down because it offers a money back guarantee, which is little short of insane. Give a little thought to asking us to help. We have spent countless years seeking out and pressing the emotional triggers that make people enquire, or buy, or keep buying. And what we do seems to work extraordinarily well for an extraordinary range of clients. Have a look… |
| So why not get in touch get in touch now – while this is fresh in your mind. Best, Drayton P.S. Know anyone who’d appreciate my Bird Droppings? Tell them to sign up to my mailing list here. |
