Are you making the most of this powerful weapon?

A few days ago I quoted James Webb Young, the brilliant copywriter, creative director and author. 

After starting up in mail order - and making gazillions - he noted that the hardest thing is to convince people what you claim is true.

The best way is by using testimonials. Yet astonishingly few people realise this. 

Have a quick look at some websites or emails. Most start with boasts. What Ogilvy called “flatulent puffery”.

I am no shining example. I have some good comments from well known names on DraytonBird.com - but I have never quoted what other people say.

But their comments cheer me up no end. 

You must have happy customers, or you wouldn’t be in business.

Ask them to tell you what they think.

Here’s a selection of messages I’ve received in recent months about how I try to help people. 

Hi Drayton,

I learned a lot from "How to write and persuade… “. I studied it in detail, and initially used it to draft a sales letter for a test mailing (a new campaign in a new job).

I didn’t apply it to a specific existing campaign or creative, and then split test and then measure the results, so I couldn’t really give you a “before” and “after” result.

However, I’d say for me it was an important and influential reference that helped me grow our house mailing list x4 and generate a 60% increase in sales over 4 years.

Initially I used it to improve print ads and sales letters (and print ads become more profitable overall, however this was also to do with measuring results better, and media selection - cutting unprofitable ads). 

But more significantly, we applied the principles to email copy and landing page copy and following your approach across the the board did deliver significant growth in both lead acquisition and sales.

Thanks

Hugh Gledhill

 * * *

Heartiest thanks Drayton

Dear Drayton,

The subject refers and this is from my heart. You have really helped my career via your tips.

Thanks Again. 

Justus Okiri 

* * *

I just wanted to drop you a line to let you know how grateful I am to have come across your wisdom. It's honor to be on your list and connected. I want to stay on the LinkedIn list as I have built about 23,000 connections and would like to get to know them. And do business with some of them eventually as well ;-) Have a fantastic week Sir!

Kind regards,

Clinton Smith

* * *

Hi Drayton, 

As you grow older and wiser you may have come to realize that it's the legacy and the impressions on the lives of your fellow men and women that counts most.

Sometimes a word or two can work wonders...change perspectives, inspire decisive action and focus the mind of others just on the right spot to them. 

Why am I telling you all this? 

Well, simply because your name and your savvy comments on Marketing and the foolish mainstream marketers of today... popped up in my conversations no less than 4 times today -- in no more than 3 hours of casual chatting. 

As Drayton always says...

According to Drayton...

As Drayton points out...

Brilliant!

Thank you Drayton. 

All the best, 

~Rafa

PS. "And who is that Drayton?" -- they ask...

"He's a 83 years-old marketing genius" -- I reply with pride.  

High octane Marketing with a charming smile in his eyes. What works, and why. Direct. That's it. 

All that in elegant english accent. 

And this is why I can't -- won't-- stop reading your words, learning from your vast business experience and memorizing your direct, blunt and effective advice. 

...And subscribing to your club.  

Again, thank you. 

* * * 

Dear Mr. Bird,

I love your e-mails. They are packed with little (or not so little) nuggets of wisdom. Everytime I open my mail and see you have sended one, I simply have to read it. 

I’m a fourth year bachelor student in marketing from The Netherlands, but I have learned more from you and others then I will learn following classes. 

Therefor I’m greatful for your email and I hope you will keep sending them.

With kind regards, 

Daan Bruijns

* * *

I enjoy reading your articles. So inspiring, enriching and enlightening. Thank you once again.

Elizaphan Ogechi 

* * *

Good Morning Drayton, I just wanted to let you know how much I appreciate your emails. Common sense is so uncommon these days. ????

Jess Jessop 

What prompted these people to say such kind things?

It's all in Ask Drayton. 

Best, 

Drayton

P.S. Know anyone who'd appreciate our Bird Droppings? Tell them to sign up to our mailing list here.