Master copywriter and copywriting instructor, Ray L. Edwards, talks about alternative, benefit-laden, ways of saying the same thing in copy.
Filed under copywriting by on Apr 29th, 2010. Comment. 
In 1957 Drayton Bird’s situation was bleak.
He was making £7.00 a week editing a small trade journal.
Even in those dear, dead days when cigarettes cost the equivalent of 10p a packet this would not support a wife and child – even in the two-up two-down cottage with outside lavatory they lived in.
He had to do something.
At the time, Drayton was much taken by a smooth aristocratic friend who worked in advertising.
He seemed to be making pots of money without too much effort and advised Drayton to become a copywriter.
It took six months using all his reserves of servile flattery to find a willing employer.
Drayton had three qualities to offer, apart from desperation.
One - He was brought up in a northern pub with a widely varied clientele. Encountering very different kinds of people after they have had a few drinks is splendid education for life.
One minute he might be serving a pint of best mild in the vaults to Alec, whose party turn was describing how his wife had gone out one day for a loaf of bread and never returned.
The next he would be listening to a mottle-faced cotton magnate in the American Bar lamenting the Socialist government’s determination to part him from all he possessed.
Two - He could write.
You may consider this essential for the job he sought, but this is not apparent to many would-be copywriters.
An alarming number cannot spell, punctuate or write long sentences – let alone tangle with such niceties as ‘it’s’ versus ‘its’, ‘compliment’ as opposed to ‘complement’ and so on.
Three - He had read every book on advertising in Manchester Public Library – there were three – and enrolled in an evening course on the subject.
You may also see these preparations as obvious, but not all agree: when Drayton finally entered the industry, he discovered few of his colleagues had taken the trouble to study the subject, or were even clear about the purpose of advertising.
It has now been over 50 years since Drayton entered advertising.
Zoom forward over 50 years, Drayton has been named one of the top 50 individuals who’ve shaped today’s marketing. And David Ogilvy said he “knows more about direct marketing than anyone in the world.”
A few days ago, I managed to coax Drayton away from his busy schedule for an interview, just for you.
And in this interview he reveals, for the first time, almost everything you need to do to set up a successful business.
He goes into as much details as he possibly can, given the short time available for the interview. (It runs for just over 50 minutes).
He mentions the need to study what others are doing: The successful and the unsuccessful ones. As he says, “We learn as much from the way in which people have failed as we do from the way in which people have succeeded”.
However, before you go onto listen to the main interview, here’s a couple of questions Drayton answered in a little more detail via email. Read this first and then go onto the audio portion.
This is all meat.
Rezbi:
The bottom dropped out of the economy, but it’s now picking up again. Your business went bust. All your clients’ businesses also went bust, so you can’t even write copy for them.
You have nothing except what’s between your head, and the only way you can get back into business is via the web — an online business.
You can use any means at your disposal, but you only have £200 to do it with. You can create your own product, or sell as an affiliate, or any other way you can think of based on the resources you have.
What would you do?
Drayton:
I would do the things I did in pretty much the same situation.
- When I saw the internet was going to be huge – and that I was seen as a dinosaur – I built a website offering lots of free information about marketing. All that costs is a knowledge of WordPress – not money – and a knowledge of marketing. Again, freely available.
- I sent out an e-mail to a list of marketing people offering helpful marketing ideas, free. I think I could offer those today without any list on the social sites. Costs you nothing.
- I thus built a list - as you could, free. Then I offered to write copy for the people on the list.
I have done a few other things, but none cost any money
Rezbi:
Similar question to the first, except now you’ve been asked for advice.
The questioner is a 20 something graduate who left University with a degree, but no education. He’s been struggling to find work with no luck, so has decided to go into business.
Trouble is, he’s only got £200, but he can use any means, online or offline. And he’s got a year in which to get his business going and achieving some level of sustainable income.
He’s willing to do whatever it takes, including studying further to first get the required knowledge, and then starting the business. Or even side-by-side.
What advice would you give him?
Drayton:
1. The best time you will ever spend is not in trying to get going in business. It is in study.
2. It’s easy to give in to despair. Don’t. Learn. This gives you an incalculable advantage. Most people know too little.
3. Settle on something that really interests you. Most people don’t give enough thought to this
4. Be willing to give up a lot to pursue it. Few people make enough sacrifices.
5. Don’t just sit around thinking about it – most people just dream. Do it.
6. I would study:
a. New businesses that are doing well (not old successful ones)
b. How to write better — few people can do that at all well
c. How to sell face to face (get a job doing it)
d. How people are selling online
7. If I saw a business that was doing everything right, offer to work for a month free.
Sorry this is a bit vague — but the question is utterly impossible.
The best advice I can give is, don’t give up. I had a minor nervous breakdown when trying to get my first job in London
That’s just a taster. The rest of the interview is even better and I’m sure you’re going to love it. Personally, I haven’t heard Drayton go into this depth in any other interview, with anyone else.
Incidentally, this interview is so good, I was initially going to sell for $47.00. It’s that good.
However, in keeping with the spirit of this blog, and my desire to educate you without laying on you the burden of cost I decided, at the last moment, to give it to you for nothing.
Just press play and enjoy:
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
Once you’ve finished listening to that, grab a whole lot more by going to http://directanddigitalmarketing.com/draytonbirdcommonsense/.
Drayton has laid on a whole host of videos and articles for absolutely no cost. I guarantee will you receive a world-class education in marketing and it will cost you nothing.
I have learned so much from them, and I know you will, too.
So go ahead and sign up. You have nothing to lose, and everything to gain.
Best,
Rezbi
Filed under Drayton Bird, business by on Apr 14th, 2010. Comment.
Repetition has long been described as the mother of
knowledge.
It’s so crucially important. That’s why I keep
mentioning what the late, great and iconic
copywriter John Caples said -
“73% of all buying decisions are made at the point
of the headline.”
It’s an indispensable part of copywriting. That’s
why I treat the writing of the headline with the
utmost importance and respect. So much so I’ve
created 11 different headline types that I choose
from on a daily basis.
Clearly without a “killer” headline, regardless of
how strong your body copy may be, your offer has
absolutely no chance of becoming successful.
Here in The Success Margin I have given you training
on six of the headline types which I use. Mastering
these headlines is a major reason for the success of
my copy in all media.
Previously I discussed these six headline forms:
1. Problem/Solution
2. Reason Why
3. Visualize It
4. Stacked Benefits
5. Get Benefits/Regardless
6. Problem Solver…
Today I’ll review an extremely effective headline
type which I’ve not previously examined. As with
many powerful marketing principles, it’s actually
very simple. I call it:
Secrets of (Blank)
Here are some examples:
* * * * * * * * * * * *
The Secrets of Living in Style
Without Any Money Worries!
* * * * * * * * * * * *
The Success Secret of the
Most Prolific Copywriter in America!
* * * * * * * * * * * *
The Secret to Getting All the Credit
You Ever Wanted – Even If You’ve Been Bankrupt!
* * * * * * * * * * * *
The Secrets of Not Only Surviving
But Thriving in Today’s Tough Economic Times!
* * * * * * * * * * * *
The Secrets of Becoming a Popular
And Sought After Public Speaker!
* * * * * * * * * * * *
The Secrets of Becoming
The Most Popular Date in Town
While Not Compromising Your Personal Values!
* * * * * * * * * * * *
The Secrets of Dating the
Most Desirable Women in the World!
* * * * * * * * * * * *
17 Conversation Secrets That Will Help Make a
Favorable Impression on Any Important Business
Contact!
* * * * * * * * * * * *
Seven Headline Secrets That Will
Practically Compel Your Prospects to
Respond to Your Advertising!
* * * * * * * * * * * *
The fill-in-the-blank formula of this amazing
powerful technique is simply this:
The secret of (The ultimate benefit your product
delivers to the buyer.)
I challenge you. Don’t waste another moment!
Create at least 3 headlines for your product or
service using “The Secrets Of” headline strategy.
Let me know what it feels like for you when you set
new sales records!
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under Ted Nicholas, copywriting by on Mar 31st, 2010. Comment.
How d’you like the sound of this?
I read it and wept.
“At a 5% royalty, my income from a single ad often exceeds $1,000,000. How long does a winning piece of copy take me to write? Less than two weeks.”
The man who wrote it is Ted Nicholas, who may be the highest-paid copywriter in America right now.
One or two others lay claim to that crown – Clayton Makepeace for instance – but who’s arguing when it comes to that kind of money?
Now contrast it with what I heard in the last week from two highly competent English writers I know.
“20 years ago I was getting £2,500 for a mail pack. Now I’d be dancing in the street if I got that.”
“People are moaning at paying more than £1,000 for a mail-pack.”
Well, as more than one person has observed, if you pay peanuts, what you end up with is monkeys.
But having delivered myself of that bit of waggery, let me make a serious point.
Virtuous circle versus vicious circle
Ted Nicholas makes big money because he gives people what they want – results.
They are so keen to get them that they pay royalties – a common practice in the U.S. So he can afford to spend two weeks on a mailing.**
It’s a virtuous circle. If you have enough time, you’re more likely to create a winner – and the more winners you create the more people pay, the more time and money you get – and so on.
But some people in this country do get fancy money for creative work. One agency less than half a mile from my offices was charging £15,000 for mailing packs two years ago – and if you see their gorgeous offices, you know they need the money.
What might surprise you is that their work was so disastrous that even their big client’s board noticed it eventually – - and fired the marketing director.
How do people like this get away with it? I’ll tell you.
Because strangely enough, results are not what some people want. I don’t just mean those impressed by smart offices or who like a lot of entertaining.
It’s more complicated than that.
One marketing man with a huge company told my partner Marta that good results meant their budgets were cut. And you may recall my story about the marketing director whose love of brand values far exceeded any trivial concerns about response.
But here is the start of a vicious circle. People are chosen for reasons other than results. Then those on high decide, quite reasonably, direct marketing doesn’t work … and next time it’s harder to get the budgets.
If you want results, give people the time and money to deliver them.
Let me end with three pieces of news for you – but let me guess which you will decide is good and which is bad.
1. This series of 51 is now coming to an end. (Sighs of relief all round).
2. So many people have said they like these ideas – and quite a few have said they want me to carry on – that I will. (Mixed feelings all round).
3. Many of you find it hard to keep up with them all, so I’m just going to do two a week. (More sighs of relief – especially from me).
Please tell me if you have any topics you’d like covering, and I’ll try.
** Here’s another reason why I sometimes cry into my beer.
For over two years the control mailing and door-drop for our biggest client, who sends them out by the million have been ours.
They keep testing them against other people’s efforts; nobody has ever beaten us. Their second best producer is also ours; and it looks like their third best will be, too.
If only we were on a royalty!
That is what I call a return on investment – but you won’t get it for £1,000 – or £2,500, for that matter.
Best,
Drayton
P.S. This is number 45 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: www.draytonbird.com / www.eadim.com
Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.
The Drayton Bird Blog – please do not visit if you are easily offended.
Filed under Drayton Bird, Uncategorized, copywriting by on Mar 11th, 2010. Comment.
Mike Filsaime sent me an email a few minutes ago saying he’ll be pulling his “first time ever” Resale Rights offer down within the next couple of days.
If you want to get resale rights to three of his best selling products…products even top marketers are using every day in their marketing…
…then make sure you hurry over there now:
http://directanddigitalmarketing.com/TheDayHisEgoDied.html
Keep in mind this isn’t your typical resale rights offer where the seller paid some random “ghostwriter” to create some products and had some amateur copywriter write the salesletters.
These are PROVEN products which were created by Mike Filsaime that sell every day and have been for quite some time.
In fact, Mike wrote two of the three salesletters HIMSELF, and the other one was done by a high profile, high priced copywriter.
So you can rest assured that you are getting the rights to sell top quality products, one of which broke records in the Clickbank marketplace when it was first released.
And as I mentioned before, the other two are products you see being used by marketers all over the world… including some Gurus
http://directanddigitalmarketing.com/TheDayHisEgoDied.html
When you get there, you’ll see he is also giving you instant free access to the products so you can see just how powerful and relevant they are in the market.
Plus you get to use them in your business as well.
But once he pulls the offer down, free access to these products go away too. Then you will have to pay for them.
Instant Download instructions can be found at:
http://directanddigitalmarketing.com/TheDayHisEgoDied.html
Hurry now before it’s too late!
Filed under Uncategorized, copywriting, internet business, marketing by on Feb 20th, 2010. Comment.
