Marketing is plagued with people who can’t tell the difference between fantasies and the truth.
I hope and pray you’re not one. Because it will ruin you.
So in case business dreamers have lured you from the straight path of truth into the thorny thickets of lunacy…
… Here are some things today’s marketers fondly consider real – but which can ruin you.
And they all start with one fact nothing can change.
That fact is that if you don’t sell you starve. So the rules of selling lie at the heart of everything.
Businesses is plagued by idiots who don’t realise this.
Every good salesperson will tell you the longer they can keep prospects listening the more likely they are to sell.
Every good copywriter knows long copy almost always beats short.
There is a rumour that all you need do is send people helpful information and they will buy from you.
This is rather like thinking never asking for a date will land you a glorious sex life.
As John Caples, whose ads are still copied today, observed – “When people have read your copy they want to know what to do. Tell them.”
Currently everyone is obsessed with the digital revolution and artificial intelligence. For God’s sake don’t imagine that’s what drives all success.
New media very rarely displace old. Radio did not kill print. TV did not kill radio or the cinema.
And artificial intelligence will never kill thinking. Even worse, because it tries to think for you it stops you thinking.
In short, please stop dreaming the world has turned upside down.
Find out what makes money, why – and how to apply that knowledge.
There are no easy answers, no magical short cuts. The road is what it has always been. Through knowing more.
Knowing what works, how it works and why. If you know that you will always kill your competitor.
It’s all in AskDrayton – yours to try for $1.
Best,
Drayton
P.S. Know anyone who’d appreciate my Bird Droppings? Tell them to sign up to my mailing list here.
