Summary: The late advertising great David Ogilvy once remarked about Drayton Bird: "he knows more about direct response marketing than anyone else in the world" Drayton spoke at a conference I attended in Washington many years ago and his ideas are both simple and effective. Today we cover some valuable copywriting and marketing concepts. I have consumed every newsletter and course he has published: Summary notes from this interview between Drayton Bird and James Schramko Drayton has been teaching direct response marketing for over 40 years to thousands of people He once worked for David Ogilvy (who is considered to be one of the greats of Copywriting) The most important element for your marketing is relevance not originality or creativity Most marketers do too little study How do you Innovate? Stick with what works Study and adapt what has worked before Take existing elements and put them together in new and exciting ways Study any category you are working in very deeply On Change and Testing Change is meaningless without testing If you change more than one thing you dont know what made the difference Testing is the bedrock in this business Test one or test all Test everything Is you are not testing you are going to fail Video works. Put it everywhere Nothing fails like success (avoid complacency) How Do You Craft Guarantees? Be as generous with guarantees as you can possibly be Focus on the benefits rather than the features About Marketing Ethics Focus on the customers problems (not yours) You will do better if you do the right things than make outrageous promises Explore every conceivable means of solving and communicating problems Increase Your Copy IQ... Increase your  ability to persuade: I watched this straight down the line copy training series from Drayton Bird and found it insightful and easy to implement. Your business will be more profitable when you apply the core concepts of writing for persuasion: Drayton Bird Training Â
