>> Have you ever seen something so inept?
When I started in business there were very few awards.
Now there are hundreds, for all sorts of things.
But for sheer witless stupidity none can beat the people who run the one below.
So dire it deserves its own title.
To find one I racked my brains and remembered Marty Stein.
Marty was an art director from New York who was my partner in 1966.
He introduced me to two fantastic acronyms.
FUBAR and SNAFU.
FUBAR: F**ked Up Beyond All Recognition
SNAFU: Situation Normal: All F**ked Up
It is very hard to get everything wrong.
But they’ve given it a damned good go.
First of all – my invitation to enter was addressed to Drayton Bird Partnership – a company I dissolved in 2001.
Secondly, it is for lawyers.
I lay pretense to many skills, but being a lawyer is not one.
So, it’s been sent to the wrong firm, and the wrong person, and for the wrong award.
But I’m deeply suspicious of all awards anyhow.
I used to be asked to judge them.
I gave up after discovering two things.
1. Most of the judges hadn’t a clue about copy, art direction, selling, creativity or what makes a good idea.
2. Some awards were rigged. Once when judging some French awards in Morocco after the winners were determined, the organisers changed the results to favour a firm they knew.
3. Sales were irrelevant. David Ogilvy once analysed some U. S. awards. There was no relationship between awards and sales. In fact the awards generally went to ads that didn’t sell.
You’ll agree, I’m sure, that sales are what matters. You can’t eat awards.
That being the case I think you’ll also agree copy that sells will help.
It’s something I’ve managed over the years with some success.
I put everything I learned over the years into a little book.
How to Write Sales Letters That Sell.
This title struck such a chord with one of my partners that he has created his own version – Sales Letter Sniper.
It’s doing very well – because sniping is what you need to do.
You don’t want to spray your ammunition all over the place.
You want to locate your target, and aim for a direct hit.
If you think my book could help, you can buy it right now.
Why don’t you grab a copy? Choose the PDF, or the limited edition, signed paperback.
Best,
Drayton
