>> “Nothing happens in business until something gets sold.” – Thomas J. Watson Jr – IBM Chairman. Sorry: you probably know a lot of what I shall say. But this is about something far more important than “business”.Every year in November Remembrance Sunday occurs. It celebrates and commemorates those who gave their lives during the two World Wars. On average it raises about £50 million for good causes like nursing homes for veterans. The money is raised by selling poppies to wear in your buttonhole I was in London this year at the time. One sad thing struck me. The armed forces members who raise money by selling poppies were absolutely clueless as to how to go about it. Most were standing around, a little shy, really – chatting to each other, ignoring the public and making little attempt to sell. I don’t blame them. I suspect it was for a simple but common reason. Lack of training. Getting strangers to give you money is not easy. The technique needs to be taught. Something else seemed missing, too. When I was young the people who ran Remembrance Sunday used a trick that never failed – different poppies. Some were more elaborate and expensive than the bog standard paper and plastic option. This was great for those who wanted to be more generous, and be seen to be. The superior poppies also showed their greater generosity. For such an occasion it seems disappointing not to do anything but the best. I think this is rather a shame, don’t you? I’ll just throw in a lesson you can take from this. Do you offer different options with whatever you sell? For example with my Ask Drayton program – you can take the $1 basic monthly pack. But you can also buy lifetime access, with over $1,995 worth of bonus material – for $749. I am biased, of course, because I don’t know of many people who can train people in every aspect of marketing. But I can. No matter what the medium – no matter what you sell, where you sell it, or who you sell it to – I can help. Don’t take my word for it though. Here’s what others had to say about Ask Drayton. “I joined Ask Drayton over a year ago…and it is worth a hell of a lot more than what I pay for. I’m just glad Drayton hasn’t come to his senses yet and charge what it’s worth.” – Brett Dillon SAY WHO HE IS – company etc “I remember leaving a comment on your askdrayon site 4 years ago, back in 2016… Today I’m using what you taught from askdrayton and your books to double donations every year. Direct response copy and marketing definitely is a God-send. More importantly, you’re a God-send! Thank you for all you do.” – Theo De Rosa ** “AskDrayton. Worth it’s weight in dollars.” – James Moneke ** “Enjoying the tips immensely so far. Well up to your usual high standard, nice mixture of humour, profundity, and good old common sense.”- Archie Clifford ** “They’ve been quite inspirational, and somehow every one seems to be relevant to a project or subject we’ve been discussing in the office.”- Stuart Wilks ** So why not sign up, right now. Best, Drayton |
Forgotten on Remembrance Sunday.
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.