Bird's eBook Bundle!
Bird's bundle of ebooks! Commonsense, How to Write Sales Letters and You Did What?
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Product Description
Drayton's two best selling books, PLUS his autobiography.
All in PDF form.
All together in one bundle - with a saving of $13!
PRAISE FOR COMMONSENSE:
Everything the testimonials say, and a bargain at any price.' Robert Heller
'Read it and re-read it. It contains the knowledge of a lifetime.' David Ogilvy
'Remarkably personal, yet authoritative.' Ed McClean, DM News, New York
'So clear and concise that selective quotations fail to do justice to the richness of its texture.' Campaign
'If you can spare the time to read only one direct-mail book - this is it. Beg, borrow or steal it.' Graeme McCorkell, Founder , MSW Rapp & Collins
'If you read no other book on direct marketing you should find the time to read this one.' Direct Marketing International
'For sheer readability, it's still hard to beat Commonsense Direct Marketing.' Direct Response
'Probably the best book written on direct marketing in the UK and certainly the easiest to read.' Direct Marketing Strategies
Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers.
It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, no-nonsense style.
The latest edition takes the book into new territory - the field of digital marketing.
It gives the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum -from simple letter to focused web-based campaigns.
For anyone involved in direct marketing, from junior marketer to senior manager, this book provides not just the structure for success but also an energising insight into the techniques behind some of the world's most successful direct marketing campaigns.
SALES LETTERS:
"The best book on the subject - and I've read them all"
- Bob Bly, named America's top copywriter by McGraw Hill
‘Drayton Bird knows more about direct marketing than anyone else in the world.’
-David Ogilvy
‘The ultimate how-to book of direct mail letter writing.’
- Victor Ross, former Chairman, Reader’s Digest
‘If you manage to take on board just half of the suggestions, you will never write a dud sales letter again.’
- Business Matters
‘I guarantee that anybody reading this book and acting on any one of its many selling lessons will recoup the price many, many times over. Each piece of advice is worth gold.’
- Robert Heller, founder, Management Today
‘The most intelligent book on the art of copywriting I have read. There is no better craftsman of the word in the world. I recommend it to anyone who has to write or approve sales letters.’
- Derek Holder, Managing Director, Institute of Direct Marketing
This is what the publisher says:
Why do some sales letters get spectacular results, while others are instantly consigned to the bin?
If you want to know how to create truly successful sales letters and e-mails look no further. Drayton Bird, the internationally renowned expert on direct mail, reveals here the secrets of his trade.
Acclaimed throughout the world, his best-selling book is packed with examples of real sales letters & e-mails and shows you exactly what to do and what to avoid.
Fully revised and updated, this new edition shows you how to:
- understand the secrets of persuasion;
- plan letters & e-mails that will get more replies;
- create offers that make the readers want to respond;
- time your mailings and remailing for maximum effect;
- lay out letters & e-mails for maximum impact;
Drayton Bird has over 60 years’ experience as a copywriter, creative director and as Vice Chairman and Creative Director of the world’s largest direct marketing network.
Today he is the Chairman of Drayton Bird Associates which handles direct marketing and other marketing for clients large and small all over the world.
An internationally celebrated speaker and columnist, he is also the author of the best selling Commonsense Direct and Digital Marketing, Marketing Insights and Outrages and his rather scandalous autobiography, You Did WHAT?
YOU DID WHAT:
82 years of misadventure, mayhem - and millions
by Drayton Bird
How to make buckets of dosh, screw things up, lose the lot, shake with fear, talk your way out of it, live under a false name, behave appallingly, fall in and out of love - often with the wrong people, feel joy, shame, terror, misery, disbelief, skirt death a few times, have an endless stream of dreadful hangovers - and still be at it when I should be tucked up in bed with a nice warm drink.
If the idea of that little lot interests you, here’s a few snippets from my story.
• Three stabbings and two near funerals
Believe it or not, I have been stabbed or partially stabbed three times. And I damn nearly lost my life twice after two of them.
• Hiding from Hitler
In 1940, I trembled with fear in a bomb shelter. Was Hitler going to conquer Britain? It looked like it. Being scared like that is something hardly anyone nowadays can imagine, but I remember it vividly.
• Millions made and millions lost
I never kept the millions I should have, though I did make two or three. Then through my own stupidity, lost almost all of it. Find out how to avoid my mistakes!
• Trips to Ogilvy’s Chateau Touffou …
How my wife took the great man for a ride …”Have you any idea what the roof cost?” … “I hate rabbit” …… the lost owl …Helena Rubinstein’s bed, “That’s the local mayor; 0he hates me.” And other Ogilvy stories
• She saw Daddy ***ing Granny…
It's absolutely true, and it refers to my mother seeing my father doing something no father should do with his mother-in-law.
• Why did she forgive him…?
Nowadays, people get divorced for infinitely less than what my father did to my mother, yet she forgave him, because of what had happened to her as a child.
• Even after he gave her the ****?
Surely no marriage could survive what my father did to my mother. But they stayed together. What made their extraordinary marriage survive?
• Knee deep in shit with David
Ever visited a sewage plant? They don't often run conducted tours, but I made an impromptu entrance when young with one of my cousins. I can almost smell the pungent results 70 years later.
• My most stupid money mistake
I never would have had to work again if I'd taken the advice of my accountant back in 1967. But I didn't, so I had to struggle for decades afterwards. Let me tell you why I think this was a blessing.
• How a CIA idiot sealed my deal with Ogilvy
Till the night before I sold my business to Ogilvy & Mather I was negotiating with another big US agency. I might have gone ahead with them …Then a pompous fool, formerly in the CIA, opened his big mouth...
• What’s wrong with those sure-fire marketing money makers?
If you're in business, you are cascaded with messages from people who claim they're going to make you rich and give lots of “proof”. I'll tell you why they're lying, and why the proof is false.
• “Carabinieri, there are thieves in here”
I went to the opera in Verona, not far from where Romeo is supposed to have romanced Juliet. It started to rain on the performance. What happened next was hilarious - and could only have occurred in Italy.
• Bunkum, bullshit and business baloney
In my lifetime, business, which seemed fairly simple when I began, has turned into an exercise in waffle and irrelevance, and I'll give you my perspective on this, why it's happened, and what you should avoid.
• Cricket with P. G. Wodehouse
My family were more interesting than I realised when young. My grandfather played cricket with the great comic writer, PG Wodehouse. He was also a great salesman and gave me a demonstration.
• Management advice from a business idiot
I never studied management, except for a book by the founder of General Motors. Almost all the advice you get is wrong – because people overcomplicate matters. Try my three step formula
• My secret German relatives
Somewhere in Germany, I have relatives. I don't know who they are. But I know my grandfather strayed during his time after the First World War.
• Naked in Bold Street … Drayton dies
My father tore all his clothes off in Bold Street, Liverpool.He was distraught at the death of his oldest brother, his hero. What was his hero's name? Drayton.
• What made Granny turn to booze?
She had good reason, according to my aunt. But as a result, she inflicted a great deal of pain on me unintentionally. This involved a hot water bottle and, I suspect, a lot of gin.
• “This hurts me more than it hurts you”
So said John Edgar Rhodes, headmaster of my prep school, where I went at 7. A hypocritical, sadistic old sod with a secret mistress who punished me for things I didn't do. I think this shaped my character.
• Running away from school – and being dragged back
I hated that school so much I ran away one sunny morning with my younger brother and another boy. It didn't help. We were taken back to face the consequences.
• A most peculiar marriage
Nowadays, the idea of an open marriage seems quite common, just as it was in the 18th century amongst the aristocracy. Maybe my parents were ahead of their time, but they made it work somehow.
• I discover sex – with the "wrong" sex
The boarding schools I went to were single sex, all boys, no girls. So how did you discover sex? Well, with a boy. And what a surprise when I saw him at a reunion years later. I'll tell you all about it.
• “Only the good die young”
I am the first person ever to recover from a ruptured liver in the north of England. That was my grandmother's helpful comment. But it was not the last time I nearly died.
• Colostomy bags at the ready!
When in hospital after nearly dying I ended up changing colostomy bags. I don't know how instructive this experience was, but I did it. My small contribution to the National Health Service.
• Uncle Ray turns to God – after selling his ***e in London
When I came to seek my fortune in London, I stayed with uncle Ray an old navy man who turned to God. He told me the surprising reason why - and whether the navy really was all about "rum, sodomy and the lash" as Churchill put it.
• Nosebags, knockers-up and bowlegged ladies
Manchester’s streets smelt of horse shit and the horses had their nose bags on in Piccadilly. At dawn he knockers-up tapped on windows to wake mill-girls for work. Little bow-legged ladies had suffered from rickets in their childhood. A different world.
• “Can our Mavis use your bath”?
My first house cost £750. We were the only one in the row with a bath and people used to ask if they could use it when they were going out. My God, times have changed; but those houses that I lived in are still there.
Confused? You May Be. But not as much as me
This book is a mongrel. That’s because half is about my private life, which has been slightly unorthodox. I hope you find it entertaining.
The other half is about my business life. Read that not just for entertainment, but for profit. By that I mean I will offer you an awful lot of advice, mainly based on an awful lot of mistakes and very little success.
It could save you a lot of misery and quite possibly make you a great deal of money. You just have to avoid all the stupid things and copy the very few intelligent ones I did. I hope you'll find it entertaining.