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85 thoughts on “Contact

  1. mike garside

    Thanks for the excellent collection of wise words. I have a question about layout and design for the internet.
    David Ogilvy’s rules for layout stress use of serif typefaces in all cases, and for any print applications I would completely agree. But does this hold true for emails and web pages? I notice that your own emails and even this website use a sans serif font, and I personally find this easier to read on a screen. Do you know of any research that has been done on this, or do you have an opinion on it?
    Best regards
    Mike Garside

    1. Drayton Bird

      Very good question.

      There has been a fair bit of work done on this. The initial difference with the internet was that screens did not have enough pixels to display serifs. This meant the rules laid down by Prof. Wheildon’s research was irrelevant in that respect.

      Certain faces like Verdana and Tahoma are very good.

      I now think that modern screens probably mean faces like Times work well. I wager good old-fashioned Courier work.

      But amid all the brouhaha about legibility, I worry about the content – in the old sense of what you are saying – more than the look.

      This morning I was writing copy to be run in Russia. Cyrillic type looks like all caps – which is a no-no for easy reading. But that’s what Russians (and a few others) are used to.

  2. Percy

    In scientific advertising Claude Hopkins says: “Americans are extravagant. They want to look and feel as though they can afford the best, treat them as though they cannot, and they resent your attitude.”

    Given your lifetime’s experience, how would you rephrase this with regards to the English?



    1. Drayton Bird

      I have a confession. You have me foxed – or rather Claude has. I very rarely read something I cannot rephrase or make an intelligent (or apparently intelligent) comment upon, but I am lost on this one.

      I am not sure it needs rephrasing. Actually I suspect that applies as much to the English – or indeed most nationalities – making allowances for the fact that people are individuals.

      At a loss, I turned to my partner who has a rather unusual combination – a Phd in philosophy, and a senior job in marketing, mostly writing and directing others who write copy.

      She said “I don’t believe in these generalisations.”

      Not very helpful, I’m afraid.

      1. Percival MacDonald

        Hmm…in Commensense D&D Marketing I believe you mention a growing, global trend towards Individualism yet you also mention the fact that you use almost identical copy for lots of different ‘types’ of people all over the world. You also strongly imply that we really aren’t as different as we’d like to think, a view I agree with you on. (I’m running off memory here so correct me if I’m mistaken on any of this).

        In the vault videos you say that your principles work everywhere so long as you allow for local customs. My question is, what are the local customs of the English?

        Also on a fun note, the other day I believe I may of stumbled upon Gary Halbert’s greatest headline ever:

        “Shouldn’t this be against the law?”

        “Miami Beach Lesbian creates new product that makes all women almost instantly crazy to have sex with males…or….females!”

        1. Drayton Bird

          The local customs of the English, I am depressed to say, appear increasingly to be eating too much, drinking too much, reading or thinking too little and taking drugs (we are the biggest drug consumers in Europe, unless you count places like Russia where the statistics are all made up.)

          On the other hand, we are quite cheerful. Could that be an accident or a consequence?

          Another characteristic I find immensely irritating is we crow too much whenever we win anything in sport. We used to be modest. Some of us still are.

          I like Gary’s headline. Besides being funny, he realised that men are utterly fascinated by lesbians.

  3. Mohammed

    Hi Drayton,

    Is there any way I could have a copy of the advert and the sales letter you did in 1997 for INSEAD, please?

    Kind regards


  4. Stefan Manku

    Hi Drayton,

    Have you considered having a specific questions page? I note that there a number of questions dotted on different pages, it would make it a bit easier to see all questions and answers that aren’t specific to the videos/articles you release in one section.

    Keep up the great work!


    1. Drayton Bird

      This is one of the many suggestions people make which are good, Stefan.

      I have a mental guilt list connected with this and a few other things I am doing – a list of the undone. The trouble is twofold: I have limited time and very few colleagues who do other things like writing copy, dealing with clients and trying to work out what the hell is going on in my head.

      1. Stefan Manku

        You need to outsource – your time is more valuable than carrying out these relatively simple but time consuming tasks!

  5. Benjamin Spall

    Hi Drayton,

    Here’s one for you. If you were starting out today as a freelance copywriter, with no direct contacts in the industry and very limited experience, would you specialise or generalise?

    Specialisation could be by industry, the type of copy you write (direct, online, speeches), or a combination of the two.

    Many thanks, I appreciate your kindness in opening up your mind to us!

    1. Drayton Bird

      God, that is a tricky one, Ben! I shall end up with the universal cop-out “it depends”, I suspect.

      I am drafting a couple of speeches at the moment and into my mind popped a little Shakespeare: “I can but speak of that which I do know”.

      This prompts me to say that you should specialise, for two reasons.

      1. It is a damn sight easier writing about something you understand and even love than something you don’t.

      2. It is also easier to convince a client you do – and therefore he should use you.

      Having said that, in my first advertising job I had to write about things and in media I knew nothing about.

      They were: seed cleaning machinery, pork sausages and restaurants. Well, I knew about the last job as it was some ads, and my parents ran a restaurant, but not the other two. In the first I had to write a brochure; in the second, a salesman’s organiser.

      If you wish to have a long career you should take David Ogilvy’s advice. Be a specialist but become a generalist. I think it’s the only reason I have done OK.

      If people know you for something – in my case it was mail order, that helps get a steady flow of work.

      But also seek out opportunities in areas and in media you know nothing about. If people know you are willing to tackle anything, that helps. In the ’70s when I was stony broke I wrote in any medium about anything and everything. Speeches, multi-media presentations, direct mail, chapters of books – you name it.

      Learning about new things and different ways to communicate is a pleasure, and forces you to think. I am constantly trying to understand aspects of the internet. It is hard for me as I am bit slow.

      I met a man two days ago who told me a lot about stress, well-being, exercise and related matters. I am very eager to work with him because I shall learn!

      1. Benjamin Spall

        This answer goes above and beyond. Wonderful advice. Thank you for taking the time Drayton! I do hope you find an opportunity to work with this man you mention!

        1. Drayton Bird

          I believe we are going to work together. I was so impressed I asked him to come and speak at EADIM on the last day. He knows a lot about the techniques used by sports trainers, which have changed radically over the last 20 years.

  6. Mike Lyons


    Thank you so much for putting this together!

    As I was reading your book this morning (How to Write Sales Letters that Sell), it struck me that you write a massive amount of copy for a wide variety of markets.

    Which means there are dozens of different markets you speak to each year.

    What do you focus on that allows you to research, understand and empathize with so many different groups of people in such a small period of time?

    Do you have a specific process for doing this? Or have you cut some kind of a deal with the devil that allows you to read people’s minds?

    If so, what does that kind of a thing cost, and is it worth the investment?

    Thank you again,
    Mike Lyons

    1. Drayton Bird

      Thank you, Mike.

      It’s rather simple really. All my life I have been driven by the desire to learn.

      So every time I am asked to write about something I know nothing about top people I am unfamiliar with, I rejoice.

      Three observations sum up what I believe and try to practice:

      “The proper study of mankind is man” – Alexander Pope

      “In my whole life, I have known no wise people (over a broad subject matter area) who didn’t read all the time – none, zero.” – Warren Buffet’s partner Charlie Munger.

      “We have a duty to know. That is what men are for. It alone leads to happiness and is the nearest we can come to immortality” – Aristotle

  7. Marcus Santer

    Hi Drayton,

    I’m inspired by the comment you got from a reader who upped his prices by 500% and ended up with better clients and better profits.

    Could you talk about ‘premium pricing’ and if you’ve already done so, could you point me in the right direction.

    I’d like to start competing on quality and not price too.

    Thanks Drayton,


    1. Drayton Post author

      I think the key here is to explain and justify your high price.

      If you remind me I will analyse a letter (if it is not already in the vault) that was written by myself and my partner 9 years ago which sold a grossly overpriced home improvements – and dramatically increased both response and conversions to sales and ran for 8 years unbeaten – till the idiots changed their marketing policy. They have gone broke since.

      There is also a letter I wrote to sell insurance that was based on service rather than price. I am fairly sure I have analysed that somewhere in AskDrayton

      The best person I know at justifying price is my friend Clayton Makepeace, and the best letter along those lines was Quite frankly the American Express Card is not for everyone. Ran for 13 years all over the world, unbeaten in tests.

  8. Jeffrey Turner

    Hi Drayton,

    I saw the video about the best commercial you’ve ever seen with the man driving the snow plow. I’ve swiped this concept to use for my junk removal company to answer why people should use us over any other option.

    How do you think it’s sounds as a headline piece in my junk business? I’m going to start with sending out direct mail post cards to best neighborhoods and also a list of people moving.

    You Ever Wondered How The Man That Gets Rid Of Your Junk When Your Moving Gets Rid Of Your Junk? This Man Creates Jobs & Opportunity For Young People Using Other People’s Junk Through A Program Called… So Stop Wondering!!!
    Call Today! 631-455-6091 Help turn junk into jobs for young people. Let us get rid of that extra clutter when your moving so you both get a fresh start.

    PS I’m going to test it no matter what…

    1. Drayton Bird

      I have no idea if that would work but quite like it. You don’t need You at the start. Write the way people speak. People say “Ever wondered .. etc”

  9. Nigel Duckworth

    Hi Drayton,

    I’m loving There’s lots of great content, in nice bite-sized chunks, that I can put to use; so thank you for sharing your expertise.

    Do you have any specific tips or suggestions for writing for non-profits, soliciting donations or sponsorships? I remember the football team letter you discussed in one of the videos, and it seems to me that the writing is not that different to writing for commercial companies, focus on what the audience cares about and the benefits. Any comments or suggestions for the email copy below would be appreciated!

    1. Drayton Bird

      This is one of the first times this old motormouth has little or nothing to say, Nigel. I have not the ghost of an idea. I have written copy for more charities and non-profits than you can shake a stick at – for animals, children the blind, the deaf, the environment, the Duke of Edinburgh awards – you name it. I even sponsor a child. The aim is to generally to make people feel such sympathy for some person or animal or ideal that you feel impelled to give money or support. But I have never been able to work out how to get people to sponsor an individual who is not suffering or likely to, or going to do good in some way. I haven’t a bloody clue, I guess because I really don’t care about this sort of journey. Sorry. You’re got me.

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  11. JackTheLaird


    You’ve competitively pitched and you have been told that the client will inform you ‘in due course’.

    Big, big question : do you ever contact the client to soft re-pitch AFTER the pitch and BEFORE the result ?



    or Always ?

    Your Rule of Thumb would be idea.l In 24 years of pitching in financial services no-one has ever dared venture point of view on this.

    Many thanks

    1. Drayton Bird

      This is an excellent question, though I am probably the worst person to ask.

      When I did (or rather my agency did) we were always told to ask why we failed (if we did) afterwards, and keep in touch.

      It shows you’re interested. Sometimes you learn about where you went wrong. (Often through some vague thing called chemistry, which is unquantifiable).

      Someone you have pitched to is going to be far better prospect than some identical you never pitched to./

      Nowadays I never do pitches, as I think they are a colossal waste of time and energy.

      I have just finished putting together the first part pf a video couurse with the man I think knows more about this than anyone else I have ever met.

      I’ll be writing about in the next few days.

      1. JackTheLaird

        I think I had coffee with the same man yesterday and I asked him the same question. He gave me a great answer and I am sure he will share it with your readers too.

        Thanks for the reply; ‘a failed pitch makes a better prospect’ is a great rule of thumb


    Hi Drayton

    I have a question.

    Perhaps the most important driver behind my work is the green agenda (I support people who don’t have gardens to grow food in the city). I want to be more upfront about this agenda in my copy.

    The challenge I find is that most of the words in this area – like environment, sustainability, biodiversity, green – have either been devalued by misuse or sound a bit pompous or sanctimonious.

    Do you have any tips on how I can write good copy about this issue without sounding pompous or self righteous? Do I have to delete all the above words and try and write using more everyday words?

    I feel stuck – any tips appreciated.

    Very best


    1. Drayton Bird

      I’m going to try and answer those questions and a few others here when I record some videos tomorrow with Al

    2. Drayton Bird

      “Use simple words everyone knows, then everyone will understand” W. S. Churchill.

      But even more to the point, us emotional words.

      The art of persuasion is all ab out transferring your emotion to others with such power that they act.

      You have to get excited – and pass it on.

      I cannot understand why this subject which is deeply emotional attracts so muchy pompous guff – such as The Green Agenda.

      I guess it’s because politicians have got involved.


    Sorry to bother you with a technical question.

    I’m a relatively new paying member of your club and find I can only see a little of the content (month 1). I’m not sure if that’s right? Maybe more content becomes available the longer I’m a member?… or if I should be able to access it all now?

    V. happy either way, just be useful to know.

    Am enjoying the content and looking forward to watching more. Its just what I’ve been looking for. Thank you.

    Thanks v much in advance.

  14. Paul Suter

    Hi Drayton (and Group)

    I find myself facing redundancy shortly and thought you could help.

    Could you go through a CV in one of your videos and point us in the right direction?

    I have read your very useful guide ‘How to get a better job’. And took note of a recent post I read ‘Are you a proactive, strategic thought-provoking leader… etc.’. Both of which are a great help so far.

    But, what I would really like your help with is a CV.

    Perhaps you have posted one before? I must have missed it.

    So, do you have, or would you care to, show the group an example of a CV that you would consider one that would play a significant part in helping people to get a new job.

    I am sure a lot of people, in fact most people, will at some point I their lives require this resource.

    I understand this is also one of the most important letters, or documents one will ever write.

    So again, I ask for your help and on behalf of the group to share your wisdom about CV writing, that could help us all.

    Of course the content will differ, but to explain how best to set it out. How best to structure it. What to include. And, what lovely, brilliant, self-proclaiming fabulous words and phrases are best left out, would be a great help.

    Plus, think of the altruistic help you would be giving us all. Think how you could enjoy the many letters of thanks I am sure you would get from helping people.

    Wouldn’t that be lovely.

    Everybody likes a thank you.

    Can you help?

    Many kind regards


    P. S. Without your help, I am not sure how I am going to feed the kids in the next few months!!
    (You said emotion is one of the most persuasive mechanisms to use – is this too strong?).

    1. Drayton Bird

      You’re right, Paul; I have never written anything about CVs.

      Actually I have never even written a CV; the only two times I wrote to get a job I wrote letters.

      So I don’t consider myself an expert.

      However, there seems an ocean of advice – and this is good:

      The one thing I always wanted to see when I got CVs was a picture of the person.

      No doubt this contravenes one of the countless PC mandates – don’t be influenced by looks or sex or whatever – but if nothing else a face increases readership.

      Nevertheless, if you write your CV I will be happy to comment, based on utter inexperience. My PA, the clever is on holiday for three or four days but can probably find them for you.

      One thing I know I would do in applying for a job is do some research – hardly anyone seems to bother, yet it seems so obvious.

  15. Leslie Leftley

    Hi Drayton,

    Loved your video on improving Stanley’s copy, But it would have been nice to have a link to download the PDF you refer to. Maybe that was the glaring error.

    However I still picked up two or three gems of copy trick that I will treasure and put to use.

    Thanks for your continued words of wisdom. They inspire and guide me



    1. Drayton Bird

      The pdfs should have been below the video Leslie.

      Don’t know what went wrong – will have a look.

      Have sent you copies via email.

  16. David Renaud-Kessler

    Hi Drayton,

    (Maybe you have already answered to this question)

    It’s a toughie: How to sell a preventive product (in B2C) – when you have no power to change the product ? By preventive, I want to say that it doesn’t solve a problem directly – but can solve a potential problem.

    I read in Sugarman’s Advertising Secrets of the Written Word that we can make a preventive product a cure.

    Have you any strategies or tips to inverse the perception of preventive into curative ?

    Kind regards,

    1. Drayton Bird

      I’m not sure if the reply I drafted went out, David.

      But all insurance fits into this category.

      Years ago I wrote a very successful letter to sell a form of business service that checked whether you conformed to some legislation.

      I offered a free report.

      The line that started the letter read something like

      This free report could save you £50,000 one day – and maybe your entire business.

      There is also a letter that sold a fire retardant. I think I have analysed it somewhere in AskDrayton.

      I had the letters soaked in the product and told people to try to set a light to the letter.

      1. David Renaud-Kessler

        Thank you for your reply.

        I didn’t see in that way first, but the LRN space ad you talked about in a video seems to be in this category (“I make my own rules / “£6.895 million fine for anti-bribery and corruption systems and controls failing”) .

        I will looking tonight for the two letters you quoted. Thank you !


    Hi Drayton,

    Just wanted to let you know that I’ve applied what I’ve learnt in and have got results. I really picked up the essence of what you were saying by watching your videos.

    Through the videos I feel I know you. I fee you are talking to me. And this is what I’ve applied in my direct mail.

    Thanks again.

    Arthur Lee

    1. Drayton Bird

      Messages like that remind me of one of my favourite tales.

      Harold Ross was the great editor of The New Yorker in its greatest days.

      A gloomy and hypercritical soul, it was hard to gain his approval.

      On the few occasions when he saw something he liked, he would mutter: “I am encouraged to go on”.


    Hi Drayton,

    Not sure if this is the right place to ask the question but hey hoe I’ll give it a go.

    In the states they have the SRDS mailing Lists, a one stop shop for a huge range of lists, providing among other things in depth details about the list i.e. average order value, recency etc etc.

    Is there a similar resource here in the UK?

    and or can you recommend any UK orientated list brokers, particularly in the B2C market.

    Many Thanks

    1. Drayton Bird

      I’m no expert on this, I’m afraid. I always ask pals about mailing lists. I always ask who else has found the list works. And I always urge people to test a selection before mailing the whole list. Many people just rent the whole list. Silly


    Hi Drayton

    Recently, I have read a book and it mentioned this quotation from Viktor E. Frankl, Man’s Search for Meaning.

    “For success, like happiness, cannot be pursued; it must ensue, and it only does so as the unintended side-effect of one’s personal dedication to a cause greater than oneself or as the by-product of one’s surrender to a person other than oneself. Happiness must happen, and the same holds for success: you have to let it happen by not caring about it.”

    You have ever mentioned that you love quotation because it is a extract of wisdom, which is the best description I have ever heard.

    My definition of CAREER SUCCESS is: “having a well-run and branded business you are fully passionate about, along with wonderful profits.”

    Perhaps like your agency in the direct marketing area:-)

    And my question is do you agree on this quotation?

    To be honest, I hope this is true, but I am wondering, based on your career and life experience, do you think success is really something that can not be pursued.

    We do all the marketing campaigns and measure the results to better the ROI.
    And I know this is essential and a good way to lead to profitable campaigns and business.

    But when talking about True and BIG success, what attitudes should we embrace?
    Do you agree on Victor or you have another quotation to share with us?

    Thank you for enlightening me in advance.



    1. Drayton Bird

      I don’t know about “not caring about it”. Nor am I sure you must subordinate yourself to another person. That led to Hitler. I think happiness comes from doing the right thing and helping other people. Aristotle said “We have a duty to know. This is what men are for and it alone leads to happiness and is the closest we can come to immortality.”

  20. Sean Lukens

    Hi Dratyton, I just wanted to say that after reading your books (The book on sales letters more than once), I I’ve been equally pleased with the content here. I do have a couple questions. I’ve been writing my entire adult life but last year decided to make the switch to copywriting. I’ve been studying the usual suspects… Ogilvy, Schwab, Caples, Hopkins, Kennedy, Schwartz, Collier, Bob Bly, and, of course, your stuff. Aside from that, I’ve invested in a couple copywriting courses, and I’m constantly trying to hone my skills. The problem I’m dealing with is simply getting started. I have no experience with the business world, and as much as i enjoy the craft of copywriting, I have to admit I’m quite intimidated. What would be your recommendation on how to just get out there and get going?? Also, what are your thoughts on hiring a copywriting coach? Thanks.

    1. Drayton Bird

      God, I forgot to reply to this.

      Take some ads/mailings/emails you think are bad and try to improve them. Write down why you have done what you have done.

      Write every day. I do.

      Don’t just read about copy. Read about business generally.

      On the matter of coaches, it depends who they are. I am amazed by the number of people who have ahcieved little yet feel qualified to teach others.

      I think as you go through this you will find a hell of a lot of advice and analysis.

  21. steve light

    Thank you for this incredible service Drayton!

    I am getting serious about promoting my landing page for my self help book

    My (long winded) question to you is… I’ve spent time serving my subscribers (after they download the freebie) and after auto responder #9 I begin offering products. One is the recoding of a seminar I did and the next is an affiliate product.

    I’m inspired by your great upsell pages, is it worth me doing an immediate upsell? Or keep as is and promote products after email #9?

    Thanks in advance

    1. Drayton Bird

      I believe an immediate upsell is a good idea. But write to and ask him.

      Tell him I told you to:-)

      I think your audio at the start of your website is good but too much immediately about what happened to you, rather than their problem

      1. steve light

        Thank you so much Drayton. That’s such a simple shift, as you keep saying it’s about You (as in the customer) and not me. I will implement your suggestion.

        I have also contacted Al as per your message.

        I’m so thrilled with this membership service, thank you!

    2. Drayton Bird

      We send out far more than 9 before selling. Also the emails thgat are helpful work better for you in the long term than the ones that just sell

  22. Helmut Peganz

    Dear Mr. Bird,
    I have a more practical question – My wife is a plastic surgeon and we depend heavely on advertising on google. My experience using google compared to facebook advertising shows that google has more the hot customers who are ready to buy.
    So my question today would be how should a landing page should be structured for this hot google traffic. Should we have two calls two action – 1. tel number – call to reserve your place for an advisory meeting and a second call two action to opt in to get a certain report for lets say liposuction. Or should we restrict to one call two action. Of course one could answer ->test. Ok but whats your experience and opinion?
    rdgs Helmut Peganz

    1. Drayton Bird

      If you offer two alternative ways to reply you must always give greater prominence to one rather than the other.

      But if one is a free report and another is asking for a meeting, they are of different weight. Those who are willing to send for a report may be less ready to act that those who want immediate advice (though some may do both).

      Therefore, give greater promience to the report, usually very prominent early on, and leave the ask for action till people have read on.

      Long landing pages generally beat short. I’ve just redone mine for AskDrayton, very slightly, but it is now 3 minutes longer when read out loud.

  23. Sean Lukens

    Hi Drayton… I’ve a question totally unrelated to marketing. I received an e-mail informing me that my subscription had been cancelled. I can’t seem to figure out how to change the billing information (as well as updating the e-mail address) as that card ‘s no longer valid. Who would I contact to update that stuff asao?


      1. Sean Lukens

        No, Drayton. I just need her to switch my billing information (and possibly my e-mail) so I can stay current. Thank you. I’ll contact her immediately to update it.

  24. Elizabeth Diane


    This is Elizabeth. I went through your, while surfing in Google.I am very much impressed with your site’s unique information.

    I am a freelance writer, writing on various topics and help them reach new audiences online.I love the opportunity to guest post for your readers. I would like to give you a high quality article . No duplication or copying of the article is done. I assure you that the article will be published only on your site.

    The best part is I won’t be charging you a penny, but in return all I need is just one link within the article.

    Looking forward for a positive reply.

    Thanks & Regards
    Elizabeth Diane

  25. mrchrisd

    Hi Drayton,
    I’m not sure if you do this for loyal members, but no harm in asking…
    I recently launched my freelance website, and I’m looking for feedback and suggestions for improvement.
    For example, layout, content, calls to action, ease of navigation, etc.
    I plan to add a blog for copywriting/marketing with email sign-up form, and a blog for health and fitness topics with a separate email sign-up form.
    Any and all feedback and suggestions for improvement are welcome.
    Here is the link:

      1. Christopher Dobie

        Hi Drayton,

        Thanks for replying, but I’m not able to see your comments.

        All I see is your comment saying you hope I got your comments.

        Weird, huh?

        If it’s not too much trouble, would you mind putting them in again?

        Much appreciated!


          1. mrchrisd

            Hi Drayton,

            Yes, did you have any comments?

            I’d really appreciate your input, and if there’s anything I can do for you, please let me know.

            I’m spreading the gospel of Drayton wherever I go, and sending people this way whenever I can.

            I just heard you’ll be one of the featured guests on Ken McCarthy’s fundraiser spectacular.

            Looking forward to it.


  26. Christopher Dobie

    Hi Drayton,

    I posted this earlier, but it got removed for some reason.

    I’m a big fan of your work and a loyal As Drayton member for about 7 months or so, maybe more.

    I’m looking for feedback on my freelance website promoting my services as a health/fitness information copywriter/marketing consultant.

    The site is at

    Any insights, suggestions, comments you can offer me as to it’s content etc and how I can beef it up are most welcome.

    That goes for any Ask Drayton members who are willing to take a few minutes to have a look.

    I really appreciate all the great information you put out Drayton.

    And you taking the time to help out an aspiring copywriter/information marketer.



  27. Sam

    Hello Drayton. I find your articles and work to be of great authority. I’m here to ask if the ten months courses can be compress and given once or in a shorter time?

  28. Dave Chappelle


    Is there any cure for corporate marketers?

    I’ve studied so much for so long and become sufficiently decent at sales and persuasion (, and now thanx to Robert Stover am learning influence, which seems to be a level of subtlety above persuasion.

    As a salaried writer for two different software firms I’ve tried to get marketing directors to pay attention, and they refuse to even consider selling, let alone persuading or influencing.

    Instead they have me writing press releases for “winning 7th place”… boilerplate calling themselves “the leading blah of blah”… eliminating all emotional words from copy… title case in all headlines… they purposely go against everything the masters — you’re in that category — have learned the hard way.

    Yesterday the marketing director told me she preferred we only use “title case” in our headlines, “because anything else looks weird to me.”
    “So you want our headlines to be more difficult to read than those of magazines and newspapers?” I asked.
    “Yes. In this case we’re going to be followers,, ” she replied.

    While the money is ok, their unwillingness to do anything not already done by competitors is frustrating.

    Freelancing is similar, with marketing ignoramuses demanding changes that are guaranteed to ruin response.

    Is it worth my effort to look for a company willing to do things differently?
    Or are they all so fornicatingly stubborn?

    Thank you

    Dave Chappelle

    1. Drayton Bird

      You are not alone, Dave! I am supposed to be rather good at this stuff, but I still have to deal woith idiots. “To find a Prince you have to kiss a lot of frogs”. Every now and tnben you’ll come across a good guy. You just have to persist.

  29. Dave Chappelle

    This morning I received your email mentioning Lexis Nexis.

    They are a competitor of my current employer, Amicus Attorney, now owned by Abacus Data Systems.

    What are the chances of you sharing those two letters here with us subscribers?

    Thank you.

    1. Drayton Bird

      I am pretty sure they are in The Vault, Dave. Though God knows where. Certainly I have analysed them in one or more seminars. Drop me a line at Drayton@DraytonBird and I’ll have a look. I’m a bit busy today; lots of visitors from around the world for my birthday


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