Product Description
This - Drayton’s last big bash - will make you more money. People paid as much as $2,000 to attend. You can watch it for peanuts.
Here's what these two days will give you:
Direct Marketing defined - where it fits into business and why you need to understand it.
Why most marketing is totally stupid - shocking global research revelations
The only three questions your customers give a hoot about. (Few marketers even try to answer them - so fortunes are pissed away)
How to be a complete marketer: 12 marketing disciplines you should understand: most businesses struggle with just one.
Upside down marketing lunacy: why people persist in getting things in the wrong order.
The Absolute Essentials of Creative.
How to:
- Manage your time.
- Plan your creative better.
- Brief others (or yourself) better.
- Think up better ideas.
- Write better.
- Judge design better.
- Evaluate stuff better - before and after.
... with lots of ideas to steal.
15 things I did to make a million or two - starting from minus zero
My partners and I were stony broke. I owed so much I was using a false name. In under four years we were the UK's biggest direct marketing agency. In exactly seven years eleven months I sold to Ogilvy and Mather. Then ...
... my life with Ogilvy
The secret he told me at Claridges - The day we made a video - The Ogilvy approach to Christmas - When I asked about his mistakes - The fateful phone call - The garden party - "I may not be a great lover but ..." - His fear of Leo Burnett ... and what he said to Hallmark cards - Selling ads in Helena Rubinstein's bedroom - "Your beautiful car" - What he said about Martin Sorrell - The scent of a whore's boudoir - My mistake, said he - Rosser Reeves' Dirty trick - "What do you actually do, Drayton?"
Why do people fly from as far away as Australia, not once, but repeatedly to see me?
For 57 years, I've successfully helped sell everything from Airbus planes to Peppa Pig.
Not forgetting insurance, hotels in Paris, machinery for filling pork pies, online legal services and Mercedes cars.
And worked in 55 countries with many of the world's leading brands.
People like American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestlé, Philips, Procter & Gamble, The Royal Mail, Toyota, Unilever, Visa and Volkswagen.
I've worked with four of the top five ad agencies.
My book - Commonsense Direct and Digital Marketing - out in 17 languages, has been the UK's best seller on the subject every year since 1982.
In 2003 The Chartered Institute of Marketing named me one of 50 living individuals who have shaped today's marketing.
The leading UK magazine 'Campaign' called me 'the only universally acknowledged point of creativity in the direct marketing world'.
I was a main board member of the Ogilvy Group ... a founding member of the Superbrands Organisation ...
v .. one of the first eight Honorary Fellows of the Institute of Direct Marketing ...
...one of the first three people named to the Direct Marketing Association of India's Hall of Fame.
I've also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.
Gary Bencivenga, widely regarded before his retirement as the world's best direct marketing copywriter said:
"Your books are among my most valued possessions and easily among the greatest ever written on advertising, right up there with those by Caples, Ogilvy, Schwab, Reeves and Hopkins"
The world's most successful copywriter after Gary retired is Clayton Makepeace. He made as much as $6 million a year. After talking to me he said:
"Triggered so many great ideas and confirmed so many closely held beliefs of mine, well, believe it or not, words fail ..."
And Sir Martin Sorrell - Founder of WPP (the world's biggest advertising and marketing group) said:
"Drayton Bird is a wise and wily direct marketer. People all over the world have been lucky enough to learn from him."