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Monthly Archives: October 2017

Why there’s really no reason to ever use the term “content marketing”…

29 Sunday Oct 2017

Posted by Malcolm Auld in Content Marketing, Customer Service, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation

≈ 2 Comments

Tags

content marketing, customer contact strategy, customer service, digital marketing, marketing

Ever since marketing emerged from the dark to the middle ages in the 1980’s, computers and databases have been essential marketing tools. Data’s been driving marketing since the invention of desktop computers, as it became easier for marketers to track the way customers and prospects responded to their messages.

Data-driven marketing is not new…

Any marketer who has worked in the industry since last century, is aware that the process of communicating regularly with your customers and prospects already has a name. It’s been used for at least 40 years and is known as your customer and prospect contact strategy. And it’s supported by a touchpoint analysis to determine the best times and channels for making contact – analogue or digital.

Data and timing are key to success…

For example, if you sell cars, there are two cycles of communication within your strategy. The first cycle is linked to the date of purchase of the vehicle. The messages cover topics such as: service dates, warranty information, possibly insurance if it was part of the sale price, customer satisfaction surveys, product recall (if required) and other “content” related to the purchase date.

The messages are delivered by mail, phone, email and sms. Most of the messages have been automated since the early 1980’s and delivered without too much human involvement, as they are triggered by the purchase date. Who would have thought hey – marketing automation existed in the 1980’s? Listening to the digi-toddlers, you’d think they invented data and automated marketing.

The second cycle of messaging is related to the time of year, not the vehicle purchase date. Message topics include: vehicle accessory offers, service offers, trade-in deals, new vehicle launches, sponsorship announcements, charity events, merchandise offers, brand news (or in today’s vernacular) brand stories.

The “content” is delivered in all sorts of formats through different channels – mail, phone, sms, email, websites, apps, social, as DVDs, USBs, PDFs, booklets or books, printed and digital newsletters, videos, customised invitations, branded merchandise and more. Some messages are even delivered automatically, as their content is based on the prevailing time of year – a seasonal newsletter for example.

Welcome to Subaru ownership…

Customer data has always driven (excuse the pun) automotive communications. For example, when we launched Lexus our research indicated owners liked the opera. So we arranged a sponsorship of the parking station at the Sydney Opera House. Lexus owners had free reserved parking near the entrance inside the parking station. Mercedes, BMW and other owners had to find a park in the bowels of the parking station, after first driving past the Lexus branded car park spots. The idea traveled internationally.

Lexus owners get parking privileges

We learned the average time Lexus owners spent going to or from work, was less than 30 minutes each way. So when the annual Federal Budget was brought down, we recorded overnight, a report on the Budget. It was 40 minutes long and we published it on a cassette tape – 20 minutes each side. The tapes were sent to owners the morning the Budget was brought down, so the owners could listen to the report as they drove to and from work. Now a link is emailed and posted on social media and the marketing team tracks who listens to the report.

And the way we determined the best stations on which to run radio advertising, was simple. Whenever a Lexus was brought in for a service, the customer service person would note the radio station the owner was listening to and recorded this data on the customer database. Gotta luv the data scientists working in car servicing.

Data scientists tracked Lexus owner’s radio station habits

If you’ve worked on automotive brands you’ll also know the best time to make a trade-in offer to a luxury vehicle owner is triggered by one data point only – the finance lease expiry date. You can make the best offer on the planet, but if the lease is not due to expire, the owner will not go through the hassle of breaking their lease to get the new car. You are wasting your money throwing content at them to try and convince them otherwise.

It’s why we had dozens of different mail packs, each designed around data linked to where the prospect was in their ownership lifecycle. These were mailed automatically using relevant triggers to activate the mailing.

Aaah data-driven marketing 1980’s and 1990’s style. What’s old is new again, again.

So to repeat myself, the term for this ongoing contact with your customers (and prospects) has always been called a customer and prospect contact strategy. It doesn’t need a new label, so there is no need to call it content marketing.

And there is absolutely no reason to change the name for this way of communicating with prospects and customers. Just because there are a couple of new digital channels to deliver messages and communicate with (or should that be engage with) customers/prospects, as well as some extra tracking and distribution tools, doesn’t mean we rename a decades-old marketing process.

Delivering relevant data-driven messages to customers and prospects in different channels is not new!

Publishing and sharing “content” is as old as the hills – it’s how marketers have communicated with customers and prospects for decades. The only difference today is that allegedly, the more content you publish, the better the chance you’ll be found online. Of course, if you have a strong brand and the punters search for your brand, rather than using a generic search term, your investment in “content” is usually a waste of money.

Some may argue you need content to build your brand. Well duh. That’s exactly what brands have been doing successfully for decades. And there is no empirical evidence to support the false claims that we have to tell brand stories as part of content marketing to engage customers. You cannot fake sincerity using jargon.

I’ve yet to find any consumer who craves a brand story, let alone more marketing content. At best, they just want useful information to help them make a buying decision, like they’ve always done. Although, as any marketer knows, the vast majority of buying decisions are unconsidered, so why are we pummeling already infobesity-ridden consumers, with all the extra content?

So I ask you to please stop using the term “content marketing”. It is superfluous, has no meaning, causes confusion, and it offers absolutely nothing new to the existing communication process, let alone the marketing lexicon.

Worse still, the marketers and agency types who have drunk the content marketing kool-aid, just get angry when you challenge their belief. Some turn into trolls and attack you for daring to be different and not follow the FOMO pack. Sad really.

So for the good health of these poor naive sods, please stop saying “content marketing” and then we can all just get on with marketing – sans buzzwords.

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Looks like content is no longer king…

26 Thursday Oct 2017

Posted by Malcolm Auld in Content Marketing, Digital marketing, Marketing, Social Media, social selling

≈ 1 Comment

Tags

content marketing, digital marketing, King Content, marketing, social media, social selling

Republished at the request of nervous marketers…

One of the most common conversations in marketing circles over the last couple of years, has been how to replicate the King Content hustle and flog a fledgling content marketing agency for an outrageous amount of money, making oneself filthy rich.

Hardly a marketer I’ve spoken with could believe Isentia paid $48 million for this unproven content marketing business. “Where is the value” everyone asked? Well it looks like there wasn’t much – value that is.

Recently, as most of you are probably aware, Isentia announced it was shutting down the King Content brand after a $4.4 million loss in the previous financial year. Mumbrella reported Isentia wrote down $37.8 million and close offices around the world.

And as reported in Mumbrella today, Isenta has now written off the purchase price as part of a profit downgrade, which it advised in a statement to the ASX. It has also decided to get out of content marketing. It certainly didn’t get anything out of content marketing, so to speak.

It reminds me of the first dot.con when big ad agencies rushed around like headless chooks overpaying for website production studios that had fancy names. I sat in one meeting where a young kid with a very small company, but building websites for some well known brands, turned down a $1,000,000 cheque. He wanted more, despite the cheque being more than twice his annual revenue.

Suffice to say, after the dot.con collapsed, nobody knocked on his door and his business is still about the size if was 17 years ago and he’s still just making websites and apps.

But content marketing is an industry in itself, though Gartner’s Hype Cycle already has the alleged industry on the slide into the trough of disillusionment.

Which brings me to a speech I delivered last month at the NZ Direct Marketing Conference. As I’m curious by nature I asked the audience (about 200 marketers and agency types) the following questions:

  • Who wants every brand they come in contact with to deliver more advertising and an increasing volume of content to them at every opportunity possible?
  • Who wants more email in their inbox?
  • Who wants more notifications on their mobile?
  • Who woke this morning craving relationships with consumer brands? Can’t wait to read the thought leadership on toilet roll brands?
  • Who has walked out of a retail store or café because you didn’t get served?

The answers were fascinating.

  • Not one marketer in the room wanted more content delivered to them by marketers.
  • Not one marketer in the room wanted more email.
  • Not one marketer in the room wanted more notifications.
  • Not one marketer in the room woke up thinking about brands, let alone wanting relationships with them.
  • Every marketer in the room had walked out of a store because a salesperson hadn’t tried to sell them something.

This is fascinating stuff folks. After all, if marketers and advertisers don’t want what the content marketers and the cyber-hustlers are flogging, why do they believe their customers want it?

Taking their answers once step further, the whole audience believed the premise of content marketing – that brands should deliver content at every opportunity possible to anybody who remotely comes in to contact with the brand, but should not try to sell anything – is complete and utter bullshit.

Not one executive in that audience believed, by show of hand, that marketers should be doing content marketing. As consumers, marketers hate content marketing.

So if the industry doesn’t believe in content marketing, why are marketers wasting shareholder’s precious investment on it??? It appears that content marketing has rapidly become a punch-line to marketing jokes.

But one has to wonder, why didn’t the management at Isentia ask these questions to protect their shareholder’s funds???

And why do I have images of the emperor’s new clothes, and lemmings jumping off cliffs???

Gotta go. I have an idea for an anti-content marketing, content marketing business. You can check it out here: www.thecontentbrewery.com

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One of the world’s most successful B2B campaigns – but would it work today?

26 Thursday Oct 2017

Posted by Malcolm Auld in B2B Marketing, Direct Marketing, Thought Leadership

≈ 4 Comments

Tags

B2B Marketing, direct mail, direct marketing, Thought Leadership

Today on Throwback Thursday, I thought I’d share one of the world’s most successful B2B direct mail campaigns from 21 years ago – and see if it would still stand the test of time.

It was created for The Observatory Hotel in Sydney, to promote the hotel’s conference facilities. It generated close to 85% response rate and 15 unsolicited letters of congratulations from executives who received the mailing. Wouldn’t you like your prospects to thank you for advertising to them?

The campaign paid for itself with qualified leads within four hours of being delivered. It also won marketing awards around the world.

Here are some of the elements:

The mailing was almost the size of a shirt box.

The perfect conference is just a coffee break away…

Inside the mailing there was a coffee plunger, fresh ground Italian coffee, a gold-leaf bone-china coffee mug, the world’s first ever virtual tour of a hotel – stored on a floppy disk. (ask you parents if you’re not familiar with a floppy disk).

Involvement devices…

There was also a letter and brochure with a very powerful offer – FREE lunch at the hotel. Never underestimate the power of a FREE lunch or drink to motivate response.

Here’s the floppy disk:

World’s first virtual tour of a hotel…

I suspect that if you ran it again today, you would get a very similar response. Certainly it would do way better than an email or online advertising campaign. And you wouldn’t need any social selling or alleged thought leadership to support it.

There are a number of reasons for its stunning success:

  • You cannot avoid the mailing, it’s the size of a shirt box
  • It has lots of involvement devices to grab the recipient’s attention
  • A world first – the first ever virtual tour of a hotel, delivered on a floppy disk
  • A strong and appealing offer – free lunch at the hotel
  • The message content respected the reader

Those who didn’t respond immediately, were followed-up by telephone and this added to the overall result. The mailing is fun because of the way it involves the recipient. Usually the recipient’s gatekeeper will participate when it is opened, so there is discussion around the mailing.

People like to receive 3D mailings, as there is implied value in them. Even more they like to receive them when they offer worthwhile incentives and involvement devices.

In today’s digital jargon, this is known as engaging with your customers.

The only change you would make to the mailing if you sent it today, would be to put the virtual tour on a customised website – using a PURL – so you could track the response by individual. The site could include video testimonials from happy clients. And it could demonstrate the conference facilities or destination in use – different themes, size of events and more.

So if you work in B2B, don’t ignore the most powerful channel for generating responses – direct mail. Who knows, like The Observatory Hotel, your prospects may even thank you for it?

Connect to me: https://www.linkedin.com/in/malcolmauld/

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If everyone’s a ‘thought leader’ who’s doing all the work?

25 Wednesday Oct 2017

Posted by Malcolm Auld in B2B Marketing, Content Marketing, Copywriting, Digital marketing, Marketing, Thought Leadership

≈ 5 Comments

Tags

content marketing, digital amrketing, Thought Leadership

It used to be simple. Certain people were regarded as experts, because well, they were.

They’d tasted blood. Their years of hands-on experience included documented successes (and failures) – proof of their expertise. Their writings, speeches or interviews helped educate others via real life case studies, anecdotes, examples and advice. Their business achievements and industry wisdom were regarded as testimony to their expertise.

david-ogilvy-550x322

David Ogilvy – advertising expert

In the advertising world, my old boss David Ogilvy was one, along with Claude Hopkins, Leo Burnett and the like.

Most experts gained their wisdom through setbacks and failure – not just success. Hence the adage: always sail with mariners who have been shipwrecked, for they know where the reefs are.

But the digital marketing world has devalued expertise – now you just have to publish something online and you automatically call yourself a thought leader. Others don’t call you a thought leader – you anoint yourself. Expertise or experience are not criteria for being a thought leader.

After all, the term “thought leader” is much softer than “expert” – so it is easier to claim thought leadership without as much proof as one who claims to be an expert.

expert-11

Curiously there is no definition in any dictionary that I can find for “thought leader”. Wikopinion suggests the following – though it’s inaccurate as it claims thought leaders are recognised in their field, yet so many self-anointed thought leaders aren’t even known, let alone recognised:

“A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded. The term was coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz & Co magazine Strategy & Business, and used to designate interview subjects for that magazine who had business ideas which merited attention.”

The McKinsey Quarterly, founded in 1964 is regarded as one of the earliest thought leadership publications. Shell started using thought leadership in consumer markets in 1973. And many regarded the founders of companies such as Ogilvy & Mather, Lever Brothers or Apple for example, as experts – or thought leaders.

So who do we blame for the rise in the thought leadership industry – because it is an industry? The answer is simple – it’s the content marketers – those recently self-anointed experts (I mean thought leaders) who are creating the infobesity epidemic.

thought-leadership

There’s even a term “thought leadership marketing“. It refers to the process of trying to attract customers in the B2B markets, by publishing content that positions you as having expertise in a specific area – regardless of whether you do or not. Then when prospects are searching online, they may see your content and even read/view it and consequently get in touch.

troll

The real issue is that so much of the thought leadership content is “manufactured expertise” published purely for the purpose of lead generation. It’s designed for the seller not for the buyer. Any fool can publish “thought leadership” content – and sadly many fools do.

I call it the the Faux Knowledge Conundrum – content is published specifically for the purpose of lead generation – it’s designed to suit the seller not the buyer. The whole notion of expertise has been turned upside down.

Real experts provided their expertise for the benefit of the business segment in which they worked. Their expertise helped the buyer (and the market) – via seminars, books, articles and other education channels – some paid and some free.

Now people/companies use Faux Knowledge delivered under the guise of Content Marketing and positioned as Thought Leadership for the sole purpose of making money for themselves, rather than contributing to the body of expertise in the community in which they work.

So if everyone’s publishing content in the quest to be a thought leader, who’s doing all the work? Do you really believe the mantra that you don’t have to sell anything anymore – just churn out Faux Knowledge and the punters will kick down your door?

trading-up-the-chain-how-to-make-national-news-in-3-easy-steps-excerpt-from-trust-me-im-lying-confessions-of-a-media-manipulator-3-638

Yes the sales cycle has evolved – buyers can learn more about what they want to buy before contacting sellers. Hence the growth in content marketing – to try to be found online as buyers search.

But you only have to look at the quality of the content being published to realise how shallow the pool of expertise really is among alleged thought leaders. It’s hardly ankle-deep.

Thought_Leadership_Comic

Yet if you can optimise your content to be found by those seeking information about it, you can get away with your thought leader positioning. That is until you have to prove yourself.

And that’s the emerging flip-side to the growth in thought leadership. Supplier churn rates are rising in B2B markets. Ironically companies are firing the alleged thought leaders because of their lack of expertise. Then those companies go back to the market to find real experts to fix the problems created by the thought leaders.

The digital marketing industry is a typical example. I’ve even considered starting a brand called Cyber-Vacuumers – specialising in cleaning up the digital mess left by the thought leaders. According to my experienced colleagues, these days they are being hired to “fix and repair” more often than they are to start new projects. I even had a call for help last Saturday.

ACDC

One way I always assess digital service suppliers to ensure I won’t need a cyber-vacuumer, is to ask them to share their failures with me. Those who claim they have none are never contracted. They obviously haven’t tried hard enough or are telling digi-porkies.

I better get back to work. I love writing my blog, but I also want to make money. Hmm there’s an idea. Position myself as a thought leader on “how to be a thought leader” by writing thought leadership blogs on how to be a thought leader and promote them via thought leadership marketing – there has to be money in that. Who knows, I might even become an expert!

FeatImg_MarketersLeadership

I better tag this post under “thought leadership”…

 

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You don’t become a brain surgeon by hanging around the casualty ward…

24 Tuesday Oct 2017

Posted by Malcolm Auld in Advertising, B2B Marketing, Branding, Content Marketing, Copywriting, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation, Sales, Social Media, Thought Leadership

≈ Leave a comment

Tags

branding, digital marketing, direct marketing, Drayton Bird, email marketing, marketing

And you don’t become a CMO by hanging around the marketing department either. It’s like those people who claim to be copywriters just because they can use a keyboard.

To really stand out from the crowd and get ahead of your marketing peers, you need to invest in yourself.

Furnish your brain with knowledge from those who’ve already succeeded (and failed occasionally). Tap into the expertise of those who’ve tasted blood. Learn from the experts.

High achievers don’t use hope as a strategy when it comes to their success. And they don’t fall for the fake thought leadership and definitive guides published by marketing wannabes and cyber-hustlers.

Which brings me to this unique opportunity in Australia. International legend of marketing, Drayton Bird, is doing his final ever events in Sydney and Melbourne.

Every marketer on the planet would kill to achieve a fraction of Drayton’s success**. And it will be a long time before any other marketer comes close to earning the same genuine industry respect. If he was any younger he’d be called a unicorn!

So if you want better results from your marketing, or to improve your career, I suggest you take the opportunity to spend 3 hours at Drayton’s final gig-  Cocktails with Drayton.

You won’t get another chance to meet, chat and listen to Drayton in Australia ever again. In his 90 minute presentation he’ll share his best tips, ideas and marketing secrets, compiled during a career spanning four decades, including 20 years of online marketing.

He’s also giving away 3 of his books FREE, including the 338-page international best-seller “How to write sales letters and emails that sell“.

So to quote a well known Aussie “Do yourself a favour” and book your tickets today. They are only $125, or if you book 5 or more people, they’re just $100 each.

That’s a damn cheap investment to get priceless information to boost your career and your marketing results.

Book Melbourne here: 15th November (5.30 – 8.30pm) Rydges Melbourne

Book Sydney here: 21st November (5.30 – 8.30pm) Rydges North Sydney

More information at www.draytonslasthurrah.com

See you there…

**P.S. Here’s just a snippet of Drayton’s resume:

  • The Chartered Institute of Marketing named him one of 50 individuals who shaped today’s marketing.
  • Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida
  • Founding member of Superbrands
  • One of the first eight Honorary Fellows of the Institute of Direct Marketing
  • One of the first three people in the Direct Marketing Association of India’s Hall of Fame
  • UK magazine ‘Campaign’ called him ‘the only universally acknowledged point of creativity in the direct marketing world‘
  • His book “Commonsense Direct & Digital Marketing” has been a global best-seller on the subject every year since 1982. It’s published in 17 languages and sold around the world.
  • Advertising legend David Ogilvy said “he knows more about direct marketing than anyone in the world”

How’s yours compare?

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The 3 essential questions you must ask for content marketing success…

17 Tuesday Oct 2017

Posted by Malcolm Auld in Content Marketing, Copywriting, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation, Remarketing, Social Media, social selling, Thought Leadership

≈ 1 Comment

Tags

content marketing, social media, social selling, Thought Leadership

“Any fool can create lousy content… sadly many do”

Like many of you, I am extremely suspicious of the claims of the content marketing zealots. I cannot count the number of times marketers have asked me what they should do when it comes to content marketing. They don’t understand its purpose or why they should bother – and they suspect they are being sold digital snake oil. The “emperor’s new clothes” is quoted regularly.

wanna buy some content marketing?

So to help marketers and business owners with their content marketing, I have created the 3 essential questions you must ask before embarking on your content marketing journey. Do you like how I was able to get the word “journey” into my sentence, to make me sound more digi-credible?

So here they are – answer these honestly and you’ll be able to solve your content marketing conundrum.

The 3 Essential Questions…

Question 1:
Do you as a consumer want every brand you buy or consider buying, to deliver an ever-increasing amount of content to you at every touchpoint you have with those brands?

Like 100% of consumers, your answer is probably a resounding “no” – so why do you want to do it to your customers and prospects?

Question 2:
What facts, research or data do you have, to prove your customers and prospects are demanding you increase the amount of content you disseminate to them?

Where is your evidence? Where are the facts? Or are you just following marketing fashion and the FOMO created by cyber-hustlers?

Question 3:
What will your time-poor, infobesity-ridden customers and prospects give up in their daily lives, so they can consume your increased volume of content?

They already have extremely busy, content-filled lives – why should they consume yours?

Now, if you can answer these questions in such a way as to demand you immediately start mass production of content for marketing purposes, please contact an alleged content marketing expert. They’ll know how to make money out of you, rather than for you.

But if you are not sure what to do, but are serious about producing content that persuades, really sells your brand and grows your bottom line, go to the website I’ve created to help you – www.thecontentbrewery.com

It’s an anti-content marketing, content marketing website – if you get my drift…

(To learn how to create content that persuades and sells, get a ticket to www.draytonslasthurrah.com)

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Get Drayton Bird’s books FREE at his Last Hurrah in Australia…

10 Tuesday Oct 2017

Posted by Malcolm Auld in B2B Marketing, Content Marketing, Copywriting, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing

≈ Leave a comment

Tags

digital marketing, direct marketing, Drayton Bird, email marketing, marketing

A COMMUNITY SERVICE ANNOUNCEMENT FOR AUSTRALIAN MARKETERS

Drayton Bird

For those who don’t know, Drayton Bird was named one of the 50 most influential marketers in the world, long before the term “influencer” lost all credibility thanks to the cyber-hustlers. His marketing books have been best sellers in 17 languages for more than 35 years.

David Ogilvy stated:
“Drayton knows more about direct marketing than anyone else“.

I first met Drayton on a conference harbour cruise in Sydney in 1984, when he spoke at his first Australian marketing industry function. Most of the delegates jumped onto the early party boat, not realising there were two vessels. So the handful of us who remained, including Drayton and his then wife Ce Ce, boarded the second boat. We ate kilos of prawns and oysters, while drinking heartily for our respective countries, well into the wee hours.

Little did I know it would start a regular pass-time whenever we got together.

We eventually ended up at Ogilvy & Mather Direct with the same boss – David Ogilvy. We then both left Ogilvy at a similar time and have delivered marketing seminars together ever since – in the UK, Europe, Asia, Australia and NZ.

So it is with a slightly sad heart I announce Drayton is about to conduct his final two Australian seminars ever. One in Melbourne (15/11/17) and one in Sydney (21/11/17).

It’s his Last Hurrah – and we’re calling it “Cocktails with Drayton”

But it’s not the usual one-day affair. Instead, over cocktails and canapes, Drayton is going to share his infinite wisdom, gained through hard work and toil, during a career spanning some 50+ years in the marketing and advertising industries.

If you think we live in the age of disruption now, think again. You haven’t known disruption like Drayton has known it. He remembers when marketing moved from no computers to a big mainframe computer. To quote a famous Aussie actor “that’s not disruption…this is disruption!”

I suggest you’ll likely learn more about marketing at Cocktails with Drayton than many do in their entire career.

It could save you years of learning on the job, as well as make you lots of money.

Here’s what you’ll get at Cocktails with Drayton:

  • The big three marketing questions – (most businesses ignore them)
  • Millions down the drain – because of “upside down marketing”
  • The Creative Magic Bullet
  • Video reveals what Ogilvy REALLY thought about Drayton
  • Do people have any idea what the hell you sell?
  • What would your boss love you to do? Confucius tells you
  • THIS gives the best ROI. Yet it probably doesn’t for you – here’s why
  • The irresistible rise of bullshit – a warning!
  • The man who dared to tell the truth
  • Are you coddling your people enough?
  • The second wisest man Drayton ever worked with
  • What IS the golden rule?
  • The timeless realities of marketing so often ignored
  • A Guided Tour of Marketing Lunacy
  • Why does your agency talk such utter **it?
  • Does that slogan sell for you?
  • Why do the best people quit? An Ogilvy story explains.

PLUS three FREE digital books:

  • “How to Write Sales Letters (And Emails) That Sell”
  • “How to Get a Better Job”
  • “How even a Business Idiot like me made a million or two”

The session will be full of examples and anecdotes, as well as plenty of humour.

During his career, Drayton has inspired loads of successful executives:

“Your books are among my most valued possessions, and easily among the greatest ever written on advertising, right up there with those by Caples, Ogilvy, Schwab, Reeves and Hopkins.”
– Gary Bencivenga, widely regarded before retirement as the world’s best direct marketing copywriter

“What a kick that was! I feel like I’ve just spent an hour with the Pope … you triggered so many great ideas and confirmed so many closely held beliefs of mine, well, believe it or not, words fail …”
– Clayton Makepeace, the world’s highest paid copywriter

“Drayton Bird is a wise and wily direct marketer. People all over the world have been lucky enough to learn from him.”
– Sir Martin Sorrell, founder of WPP

“Witty and practical, but never boring. A great book to read and re-read and one that I wish I had read earlier in my career.”
– Joe Sugarman. Copywriter, author, multi-millionaire pioneer of infomercials – at one time America’s largest single seller of electronic products

Curiously, even though I’ve heard more of Drayton’s presentations than anyone else on the planet, I always learn something useful from them. And you will too.

So if you want to meet one of the world’s leading marketing legends, before he retires from international speaking, you’d better book your ticket today.

If you have a young team of digital marketers, they’ll gain enormously from Drayton’s wisdom and so will your bottom line. And there will never be another chance to do so.

If you’re heard Drayton speak before, you’ll know his sessions are always both educational and entertaining. So why not treat yourself and your team to this rare opportunity?

Book your tickets here today:

Sydney Tickets

Melbourne Tickets

I make no apologies for this blatant plug, as I view it as a community service announcement for the Australian marketing industry.

Having attended so many events featuring alleged digital marketing experts, I know the enormous value of Drayton’s experience. And the marketing industry desperately needs to learn from a legitimate practitioner who knows what works, rather than from those who pretend to know, as they try to fake digital marketing authenticity.

Plus it’s a good excuse for a drink with a few colleagues.

See you there…

www.draytonslasthurrah.com

ACT NOW!!!

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