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I am utterly mystified, James.
We have hundreds of members. Occasionally someone complains and we – or rather Anthony – always fixes it.
By the way, I assume you do realise this is a monthly series – pay as you go.
So you start by getting month one, then two – and so on – with The Vault growing as the months go by.
Sometimes you may see messages from me that refer to content in later months.
You normally have to wait for that come up.
If you want to get all available content immediately, get The Golden Key, which gives you an entire year’s stuff.
Besides saving you money the Golden Key gives you two free videos.
These are by myself and Steve Harrison, one of the world’s best and certainly the most awarded direct marketing copywriter.
These videos have only been seen by attendees at EADIM: the European Academy of Direct and Interactive Marketing, a $3,000 private event.
And – because it’s so obvious even very clever people don’t notice – this service is called AskDrayton for a reason.
Any member can ask me questions and I always aim to reply, often in considerable detail.
You just ask the question by commenting. Odd, I know; but that’s how it works
There is no extra charge for this – or anything else in AskDrayton.
The only things I don/’t answer are silly questions like “Can you give me an entire marketing plan for my business?”
That kind of thing I do charge for.
But a damn sight less than people who know a damn sight less than I do.
Hi Drayton
I was always mystified by the reference to golden key content. And could never find any information on what it is.
But now I know.
What are the costs for future reference.
Best
Edwin
Please write to Al@draytonbird.com, Edwin.
I am sorry I did not have time to chat last week. We must arrange it.
The ad that broke all the rules for Zarehs was brilliant.
We need more of these type ads today!
Thanks for putting that one up there Drayton.
I enjoy all the “old” ads myself!
All my best!
Larry E
Hi Drayton,
Just watched the two followup videos.
I do hope you surprised us in the months following nine and did include more of the ads similar to Brown’s job and Zarehs.
Please tell Al, smiling of course, that Larry said:
“Poppycock!” Ha ha
Take care,
Larry E
You should write to the unrepentant Mr. Lee and tell him off yourself, Larry. Funny; I haven’t done too many old ad reviews lately. I guess I should. Mind you, I’m so damn old now my own stuff almost qualifies
An interesting story even if I didn’t like the sad ending.
I’m not sure it would get much attention in today’s busy, busy, busy world where people are overwhelmed with options for their time and attention.
However I can understand enthusiastic fans would notice the Z logo and read it. This could lead to them retelling the story about their favourite brand, in person or via social media.
I’ve heard Joe Sugsrman explain regular customers used to look for his JSA logo and read about the latest gadgets he was offering but he’d also use headlines and images to attract the attention of new people.
This strikes me as a sensible way to combine the power of direct response techniques with the long term benefits of brand building.
Drayton, what’s your opinion of the importance of logos. On a connected point, I’ve heard you criticise slogans several times but aren’t they valuable when they explain what a brand stands for in simple terms? Do you agree with the Jack Trout and Al Ries definition of a brand as the position in the mind of the customers, owning a short description of s category e.g. Volvo and safe cars.