You’ve probably read a lot of claims about e-mails to your list. They say your ROI is 42:1. Frankly I think that’s hooey – and here’s why. 1. The market is so crowded and the economy increasingly fragile2. There’s a …
Read MoreAuthor: Drayton
Does the devil have all the best tunes?
… If so, what can they teach you? Recognise some of these lines? – You won’t believe how these 9 shocking clickbaits work! (number 8 is a killer!) – Man tries to hug a wild lion, You won’t believe what …
Read MoreYou may LOVE this rare, even eccentric specialisation…
>> Especially if you need to make money… If you have to pay yourself – and perhaps your staff – every month, you have my deepest sympathy. Not just because you and I have the same problem, but for another …
Read MoreNothing happens in business until something gets sold.” – Thomas J. Watson Jnr. CEO of IBM
You’re in business. So you know from bitter experience how true that statement is. But how can you sell more without breaking the bank? We hear that cry from many clients. Because there are some hard, nasty realities. You may have …
Read More“Think different” was Apple’s (ungrammatical) slogan…
->-> It worked for them … but will it work for you? An entertainingly vitriolic new book and a Spectator magazine event suggest it will. “Thinking Backwards” featured Rory Sutherland and Matt Ridley on September 1st. Steve Harrison’s, “Can’t Sell …
Read MoreHow to get personality into your copy
The first good definition of advertising was ‘salesmanship in print’. I like that definition because it adds a very human elemen. When we like someone, it’s easier to do business with them. That’s why the best salesman have bags of …
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Advice from two great enemies
Few generals have hated each other as much as The Duke of Wellington and Napoleon. After the battle of Waterloo the Duke made a point of sleeping with two of Napoleon’s old mistresses. One was an actress named Josephine Weimer. …
Read MoreThe difference between profit and loss?
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 …
Read MoreAm I boring you with Ogilvy?
My last missive was about David Ogilvy. Again. But there are very good reasons why – and you might profit from them. You see, I practice what I preach. I always tell people to measure. My emails about David always …
Read MoreOgilvy’s boozy remedy for struggling writers
Have you ever been desperately thrashing around for an idea – but getting nowhere? Then maybe this will help. David Ogilvy, more than once, claimed the solution was alcohol. In one video he mentioned “a bottle” – then hastily changed …
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