Drayton Bird is one of the world’s best
direct-marketing copywriters, but he wasn’t always a success. In
fact, when he started his agency back in the late 1970s, he was
so far in debt, he went by an alias so that tax collectors
wouldn’t be able to recognize him.
Although he can laugh about that now, he can also pinpoint the
mistakes he made that kept him poor and the steps he took that
made him rich. And in this two-part audio, you’ll hear all about
Drayton’s amazing story, including exactly how he went from
being bottom-of-the-barrel broke to running David Ogilvy’s
multimillion-dollar direct marketing agency.
Part One: 15 Lessons About Results That Will Make You Rich…(Or At Least Keep You From Going Broke)
Even though you’d probably think that all marketing is done for
results, according to Drayton, a lot of it is done just because
someone said, “Hey. Let’s do some marketing.” And not
surprisingly, this ego-driven, “make it up as you go along”
approach usually ends in disaster.
So Drayton learned early on that advertising isn’t the guessing
game many people think it is – you really have to put in your
time and study the techniques that work in order to be
successful. And in Part One, you’ll hear how Drayton did it.
You’ll also hear about the big names in marketing he’s met,
worked with, or studied along the way such as Eugene Schwartz,
Monroe Kane, John E. Kennedy, Claude Hopkins, John Caples, David
Ogilvy, and the list goes on and on.
Drayton says that as a creative person, he’s tried many things
in life. And although he admits that they weren’t all
successful, they all led to significant lessons. And in Part
One, you’ll hear his top 15.
You’ll Also Hear . . .
• A little-used secret that earned Drayton two-and-a-half times
his salary for doing half as much work
• Exploding the myth about popular Super Bowl commercials and
their advertising revenue
• A working strategy to use when things go wrong, and they will
• The kinds of guarantees that are guaranteed to work
• The three biggest mistakes Drayton made that almost ruined him
• A quickie “idiot’s guide” to creating the kind of newsletters
people look forward to receiving
• The scary side of forming partnerships and why Drayton says
you always need to keep an eye on the money
• How to produce headlines, over-lines, and
subheads that sell
• All about Drayton’s first big piece of direct mail and how it
landed him three job offers right away