If you read these serpentine ramblings you know I greatly admire the Venerable Denny Hatch.
Denny, with almost demented dedication, has over the last 26 years created the world’s largest organised direct mail library – over 200,000 samples.
But what is more important, he knows what worked – and what didn’t, and can tell you why, because he knows more than anyone about the subject.
18 years ago I rang his wife, Peggy (who is as able as he is!) to ask how many mailings he read a month.
“Between one and two thousand,” she replied. “Mind you, he doesn’t read all of them all through.”
“I should bloody well hope not,” I thought. “The poor man would end up in a loony bin if he did.”
Anyhow, since that time, Denny’s mammoth compendium of the best mailings ever - Million $$$ Mailings, created with Axel Andersson - has been my secret weapon.
I use it to cheat.
I thumb through it for inspiration – and for ideas to steal, adapt and use in seminars. It contains 71 of the most successful mailings ever written. Only last month I wrote something that pulled like an express train based on one line I spotted and “improved”.
I refer to it more than Caples, more than Hopkins, more than Ogilvy.
The only problem is, it is a WHACKING GREAT TOME, 477 pages long – I yearn to beat up recalcitrant clients with it. I can’t find the ideas I want quickly. And it is 18 years old, so some important new stuff is not in it.
Now, praise the Lord, Denny has come up with something that’s bang up-to-date, and a lot shorter. So I can find tested ideas to steal in minutes.
It’s a report called The Secrets of Emotional Hot-ButtonCopywriting. You can get it at http://tinyurl.com/29a5mv5.
But to call it a report does it too little justice. It is atreasure trove. I flipped it open just now and immediately saw an extraordinary opening line “I’m sitting in my wheelchair today, mad as hell” … imagine what that could do for your e-mail opening rates!
(Do not think for a second that what applies in direct mail does not apply online. It is pretty much all relevant – and the examples you see are from the best of the best in a business that has been around for centuries, not decades).
As the title says, the report is based on the turbulent, gnawing human emotions – the hot buttons – that make your customers buy. And it features the best mailings of the last 20 years. Only Denny could have put it together, because only Denny has this astonishing archive of material.
And Denny does something so many fail to do: he tells you WHY things work. You will never get this from some of the hyped-up piffle that sails into your inbox every day.
A friend just forwarded me (as a joke) one of those emails that say “all you need is this set of DVDs and booklets and your copy will “write itself” automatically.
What drivel!
Here, for $89, you can get what you really need – theCopy Thieves’ Almanac. I may use one of the mailings in a speech I make in a week’s time. I will certainly adapt another for some work I have to do for an investment client.
Here again is where to order: http://tinyurl.com/29a5mv5.
Why not make it the next thing you do? Just one idea could double the response from your next effort. I have seen it happen. I know.
Best,
Drayton
www.eadim.com
www.commonsensedirectmarketing.com
Filed under Drayton Bird, advertising, copywriting, marketing by on Jun 29th, 2010. Comment. 
When I last ran a one day seminar in London, I used a simple weapon to get attendees. It was not direct mail. Not advertising. Not PR. Not a clever promotion.
It was an e-mailed survey, it got 16% response, and I made a few thousand quid.
That was partly because of the list and partly because of the person who signed it (not me). So this video is all about why surveys are such a deceptively powerful weapon. See what you think.
Would you like an example of how I use surveys?
I have a client who is setting up a business overseas. I suggested his launch could be based on a survey. So now he is writing some copy which I will edit/revise/trample all over.
We will get the survey results published in a newspaper (they’re always gagging for stuff to run). That will establish his name and give him credibility among his prospects. And that will lead to a series of other things I won’t bore you with.
The best survey format is anonymous, so people are happier to respond. I hope that is true of you, because I have stuck a survey in here – and I’d really appreciate your reply.
Two weeks ago so many of you said you’d like a writing webinar that I wondered what else would interest you.
So in the survey I’ve listed some – but not all – the topics I have bored the opants off people about in sundry places from Dubai to Sydney. Let me know which interest you and I will try to set something up. It takes no time at all to complete.
Oh, and I’ve also asked about something entirely different that I am running. It has limited numbers, so I want to know what the likely take up is.
I will tell you what results the survey comes up with, so you will know what interests other people
Best,
Drayton
www.eadim.com
www.commonsensedirectmarketing.com
P. S. The writing webinars will will start in about a week. The delay is because we have spent a ludicrous amount of time looking at the various options. None is perfect, but I think we have arrived at the best.
Also how we take your money is a pain to arrange. Don’t worry. I have a deal for you!
Actually I have two deals for you – but that’s for another day.
Two weeks ago so many of you said you’d like a writing webinar that I wondered what else would interest you.
So in the survey I’ve listed some – but not all – the topics I have bored the opants off people about in sundry places from Dubai to Sydney. Let me know which interest you and I will try to set something up. It takes no time at all to complete.
Oh, and I’ve also asked about something entirely different that I am running. It has limited numbers, so I want to know what the likely take up is.
I will tell you what results the survey comes up with, so you will know what interests other people
P. S. The writing webinars will will start in about a week. The delay is because we have spent a ludicrous amount of time looking at the various options. None is perfect, but I think we have arrived at the best.
Also how we take your money is a pain to arrange. Don’t worry. I have a deal for you!
Actually I have
two deals for you – but that’s for another day.Best,
Drayton
www.eadim.com
www.draytonbirdcommonsense.com
Filed under Drayton Bird by on Jun 25th, 2010. Comment.
Do you suffer from a crippling condition called deadline panic?
I do – and it attacked me with some ferocity recently when after a few glasses of cheering sangria I looked at my schedule for the week.
I was immediately reminded of a maxim by one of my old bosses: “Whatever you’re doing, you should have started sooner” – Bill Phillips.
Bill Phillips ran Ogilvy & Mather when I sold my old agency to them, and we both like quotations.
(One of his I particularly appreciate is “A neat stall is the sign of a dead horse” – and if you saw my desk, you’d know why)
Anyhow, I realised with some alarm that I was going to Bucharest and Kiev that week to do 4 seminars, one of which I hadn’t written yet.
Since it takes a couple of days’ work to put together a good talk, this was quite a worry, so I started going through possible material.
And by chance I found one or two good quotations. Here is the man who wrote the first:
Did you recognise him? It is Evelyn Waugh, one of the great comic writers of the 20th century, and a wonderful stylist.
During the Second World War he and his wife used to write to each other and on one occasion he wrote complaining about how dull her letters were.
“A good letter is like a conversation,” he wrote.
This reminded me of a meeting I had with the managing director of Mercedes Passenger Cars about 17 years ago when we started doing their direct marketing.
He was concerned about the tone of their copy – and in fact that is why we got the business.
We talked about this for a while, then I said,
“Have you ever actually sold cars?”
“Yes” he said.
Then I asked: “Did you talk to your customers the way you’ve been talking to me?”
“Yes.”
“Well,” I replied. “That is the kind of tone your direct mail should have.”
The difference between good copy and so-so copy is largely about tone. Of course, few writers even understand the basics, but even if they do most write with a sort of half-witted enthusiasm, where everything is “fabulous” and “exciting”. So the copy lacks credibility. Readers say, “Oh, come on.”
The really good copy is conversational in tone, and is adapted to suit the context
Read your copy out loud. Does it sound like someone talking? It should.
And does it sound like typical “sales” copy any one of your competitors could run. It shouldn’t.
The other thing to watch out for is that the language must be appropriate to the writer – and the recipient.
If you’re supposed to be the chairman, write like a wise and friendly adviser. If you’re writing to another chairman, write as an equal. If you’re supposed to be someone who handles complaints, adapt accordingly. And so on.
It’s deceptively simple – but not that easy to do. You just have to work at it.
Best,
Drayton
P.S. This is number 25 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
www.draytonbirdcommonsense.com / www.eadim.com
Filed under Drayton Bird, copywriting by on Jun 13th, 2010. Comment.
As the title says, Rich Schefren interviews Clayton Makepeace.
Clayton discusses all aspects of copywriting and direct mail.
Filed under Clayton Makepeace, copywriting by on Mar 9th, 2010. Comment.
A dear friend of my family, Andonis Getsos, was a
huge influence in my life.
Mr. Getsos gave me some invaluable advice.
I’ll share it with you in a moment. Allow me to tell
you a brief story.
I was a teenager when I became very close with
Andonis Getsos.
A good friend of my parents, for some reason he
took a great interest in me. We spent quite a lot of
time together. He asked me to call him Uncle Tony.
He was an outstanding amateur wrestler in his
youth. I also love wrestling. He used to enjoy
wrestling on the beach with me.
We talked a lot. Uncle Tony was easy for me to
communicate with. I felt he understood me better
than anyone. He was a terrific active listener. A
quality all too rare in most people.
Uncle Tony was a multi-millionaire in the fur
business in New York City.
But before he achieved his remarkable success, he
had many setbacks, as do most entrepreneurs. But
unlike others who give up, he kept trying after he
experienced three business failures.
One day, Uncle Tony asked me what exactly I
wanted to do with my life. I was 16 years old. I
answered this way.
“I want to start and build my own successful
business. But I know there are no guarantees. I
may or may not be successful as you first time
around. So, it’s very important for me to possess
fantastic survival skills. Then I’ll be able to start
over if I have to.
“Of course, I also know my father is not in any
position to help me start over if I were to
experience a business failure. Nor do I want to
expect anyone else to help me.
“In fact, Uncle Tony, I want to be so good at
something that even if I were to wash up on Miami
Beach naked without contacts and without a penny
to my name, I’d still become a millionaire like you
in 5 years or less. To become expert in the most
important wealth-building skill would make me feel
financially secure.
“I’m willing to apply myself and learn whatever it
takes. What’s best for me? Accounting? Manage-
ment? Law? Sales? Finance? What? I really could
use some guidance.
“Is this an impossible dream? What is your advice
for me?”
Uncle Tony smiled and said, “Ted, it’s not
impossible at all. The solution is quite simple.
There is just one skill you need to develop to
accomplish your goals. All the other areas you
mentioned are costs to any business. And you can
easily hire talented people for these functions.
“You must become really good at what few ever
master–sales and marketing! It’s the only business
skill that brings in cash flow and funds all other
departments and talents the business may require.
That’s why it’s appropriately the highest paid
skill.
“But there is one big catch. You must learn to
ignore the many critics you will inevitably come
across. You need to learn how to think and act
independently.
“Most people never begin to understand or relate
to what it takes to become wealthy.
“What you need to discover is how to successfully
market your product or service. You can become
fabulously rich, have a lot of fun, and have a great
life along the way.”
This was the best advice I ever got.
Uncle Tony went on to say, “But I must warn you.
Don’t be surprised by lots of negative comments
and unsolicited advice.
“Many people, including your friends and family,
will try to discourage you from becoming a great
salesman and marketer. So will your teachers and
professors. Foolishly, most view sales and
marketing as a low-class career.
“They will instead encourage you to get a ‘good
education’ and later a ‘good job.’
“But while a paycheck-to-paycheck existence, even
as an executive or professional, may suit some
people, it doesn’t sound like what’s best for you.
And, in my opinion, is not nearly as satisfying as
having your own successful business either.
“And what would surprise the average Joe, it’s not
tougher to be a successful entrepreneur. In fact, you
will not have to be politically correct with so many
people, including incompetent bosses. And,
contrary to commonly held views, entrepreneurship
may be an even easier route than what a successful
executive or professional must take.
“Even books, movies, and plays are extremely
unflattering to sales people and business owners.
For example, the famous ‘Death of a Salesman’
written by Arthur Miller. The lead role is depicted
as an unhappy, money grubbing, dishonest person
without morals. Such a view of nearly all
salespeople and entrepreneurs is completely
erroneous.
“While there are some crooks in the business
world, they are the exception.
“You can’t succeed in a business in a big way for
long unless you are persuading many people to
voluntarily trade with you.
“Listen to those who criticize. Understand their
views, but pay them no heed.
“While they may or may not mean well, here is the
point. Their advice is meaningless. Don’t be
influenced by anyone else except highly successful
entrepreneurs.
“Instead of being a villain, the entrepreneur is
really the unsung hero of any society. For it is the
entrepreneur owners of small businesses, not big
business, who create over 75% of all new jobs.
And, of course, the majority of the wealth.
“In fact, 99% of all the world’s self-made
millionaires and billionaires are entrepreneurs.
And they all started with a small business.”
Uncle Tony was a very wise man. By age 18, I
became an independent salesman with Kirby
Vacuum Cleaner Company. I was fortunate to be
trained by an outstanding sales manager.
Within a few weeks, as a young kid I was earning
more in a week than most top executives earn in a
month. (The best sales and marketing training in
the world may well be door-to-door sales.)
At age 21, I began a business of my own -
Peterson’s House of Fudge. I was a millionaire at
age 23. The business grew to 31 successful stores
of my own in six U.S. states.
Later I wrote my first book and began my
information publishing empire including books,
home study courses, and seminars, etc.
I won’t go into all the details here as I’ve
written about it elsewhere.
This early sales and marketing training was a
great foundation for my direct marketing
activities. It enabled me to eventually
successfully market all of my own products and
those of clients around the world. I’ve achieved
sales exceeding 4.9 billion dollars in 49
industries. And the revenues continue to increase
each day.
I became what I advise anyone who seeks to
become a wealthy and successful entrepreneur -
an effective salesman and communicator. The key
skill is to be able to position products effectively.
Then to express persuasive ideas either personally,
one on one, or in writing, online and offline. And
also from the public speaking platform.
Uncle Tony’s recommendation given me as a young
teenager was by far the best advice I ever got from
anyone. Because it’s a universal truth in this
changing world, it’s just as valid today as it was
then. And you can rest assured it will continue to
be 50 or 100 years from now.
Professional sales and later direct marketing
taught me the fundamentals. I continue to employ
and refine these skills today.
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 Motivational, Ted Nicholas, marketing by on Mar 4th, 2010. Comment.
