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The Confessions Of Drayton Bird
Posted by James in Conversions, Interview, Podcast, Video
Podcast: Play in new window | Download (Duration: 11:43 — 13.4MB)
The late advertising great David Ogilvy once remarked about Drayton Bird:
“he knows more about direct response marketing than anyone else in the world”
Drayton spoke at a conference I attended in Washington many years ago and his ideas are both simple and effective. Today we cover some valuable copywriting and marketing concepts. I have consumed every newsletter and course he has published:
Summary notes from this interview between Drayton Bird and James Schramko
- Drayton has been teaching direct response marketing for over 40 years to thousands of people
- He once worked for David Ogilvy (who is considered to be one of the greats of Copywriting)
- The most important element for your marketing is relevance not originality or creativity
- Most marketers do too little study
How do you Innovate?
- Stick with what works
- Study and adapt what has worked before
- Take existing elements and put them together in new and exciting ways
- Study any category you are working in very deeply
On Change and Testing
- Change is meaningless without testing
- If you change more than one thing you dont know what made the difference
- Testing is the bedrock in this business
- Test one or test all
- Test everything
- Is you are not testing you are going to fail
- Video works. Put it everywhere
- Nothing fails like success (avoid complacency)
How Do You Craft Guarantees?
- Be as generous with guarantees as you can possibly be
- Focus on the benefits rather than the features
About Marketing Ethics
- Focus on the customers problems (not yours)
- You will do better if you do the right things than make outrageous promises
- Explore every conceivable means of solving and communicating problems
Highly Recommended Resource
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Access the valuable brain of Drayton, and see how Drayton Writes a Sales page HEREI recommend you buy his workshop recordings because when you watch them and apply the lessons you can expect your business to improve substantially.
(The special offer available for IMS readers is only available until 13th may)
Tags: copywriter, copywriting, david ogilvy, direct response, drayton bird, how to write sales copy, james schramko, testing
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