… and how it can screw up a good thing. There is an established, tested sequence that gets people to read/listen to/watch your emails, ads – whatever. Any fool can learn it but it many fools don’t. This is because they …
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Should you hire a weirdo or two?
You bet! And here’s why. David Ogilvy once spoke to our heads of agency about where to find good people. A fashion had come in to hire people with MBA’s. I don’t think an MBA is worth a light – …
Read MoreHow do you make your copy personal?
(Me and my silly leopard hat) Not long ago Akshat Gupta wrote pointing out a typo in my $1 sales page for AskDrayton, which was kind of him. But he also wrote “Your copy is so personal it looks like …
Read MoreTwo stinking bad emails – one from someone who ought to know better.
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 MoreDoes 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. …
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