Do you have the secret ingredient for guaranteed success?
>> David Ogilvy’s brother-in-law reveals all.
About 50 years ago?Advertising Age?editor Denis Higgins interviewed four of the world’s best copywriters.
Ogilvy was one, Bill Bernbach - voted advertising man of the 20th century - was another.
I shall tell you about the fourth and funniest - whom you've never heard of in a day or two. But the third was Rosser Reeves, who "invented" the USP.
A USP - Unique Selling Proposition - is a line defining what you offer that no-one else does. A good example written by Reeves about 80 years ago and still running is?"Treets - melt in your mouth, not in your hand".
Reeves, who was David Ogilvy's brother-in-law, wrote very, very hard hitting, "uncreative" ads. Higgins asked him why he didn’t run more tasteful stuff.
Reeves exploded:
“Imagine you have a business. You’ve built it up through hard work and effort. It’s worth $1.0 million to you.
Suddenly the sales start going down. Your livelihood is in jeopardy. Your wife and your family’s livelihood are in jeopardy. What do you want from me? Fine writing? Or would you like to see the goddamn sales curve stop going down and start going up?"
Do you possess this sort of driving passion?
Where does it come from?
It comes from your utter determination to succeed.
And your success starts with knowing more than the other guy.
The key to knowing more lies in three books.
Yet you need only shell out a measly $59.
Commonsense Direct and Digital Marketing?has now been selling for over 40 years.
It was the first book to define direct marketing simply and how it works.
It was defined in this book as?“Any advertising activity which creates and exploits a direct relationship between you and your prospect or customer as an individual."
Since then your world has gone direct. The internet is 100% direct
So the book covers everything you do nowadays to sell.
It tells you what works, what doesn’t and why - and how to create and manage the marketing process.
Here are some comments about it.
领英推荐
'Drayton Bird knows more about Direct Marketing than anyone in the world. His book about it is pure gold.’?- David Ogilvy
‘Remarkably personal, yet authoritative.’?- Ed McLean, DM News, New York
‘Everything the testimonials say, and a bargain at any price.’?- Robert Heller, Editor in Chief, Finance
‘The most stimulating book on marketing I have ever read.’?- M E Corby, Mail Users’ Association Ltd
‘I have already got my money back at least a hundred times over.’?- John Fenton, Founder, The Institute of Sales and Marketing Management
‘So clear and concise that selective quotations fail to do justice to the richness of its texture. Read it.’?- Campaign
‘Perceptive, provocative and funny as hell.’?- Robert Leiderman, The Leading Telemarketing Expert
‘I recommend it to all my students.’?- Dick Hodgson, The Top US Direct Marketing Teacher
‘Without doubt the best direct marketing book which exists.’?- Erik Van Vooren, BBDO Direct, Brussels
The second book you need hasn’t been selling quite as long as?Commonsense?- only 34 years.
It is?How to Write Sales Letters (and E-mails) that Sell.
The man McGraw Hill named America's number one copywriter - Bob Bly - said two things about it.
First,?"This is the best book on the subject I've ever read, and I've read them all."
Later he added:
"I was flipping through How to Write Sales Letters That Sell, which I hadn’t looked at in some time, and was struck by how good it is. Everybody talks about the letter books by D***y H***h and D*nK*****y, but yours is far and away the best of the bunch."
The third book?"You Did?WHAT?"?gives you insight not only into one man’s life, but into the kind of attitude that enables you to succeed when others fail.
Apple put it “Think Different.”
If you think different, you’ll live different, and come up with different ideas.
This little bundle can teach you a lot.
Best,
Drayton