A few months ago, I was having dinner with a friend in New York.
He works for a large investment bank and shared an interesting story about an unusual conference call. He told me all the US personnel were instructed to get on a conference call for an important announcement.
The announcement was short and stark.
John Doe has had a sex change.
On Monday morning, John Doe will be coming to work as Jane Doe.
Any jokes, innuendo or comments even bordering on the inappropriate… will result in immediate termination.
25,000 people all across America now had to be on their best behavior. Anyone who crossed the line was out, no matter their rank or production.
I was glad I didn’t work at his company, for if I met Jane that morning, I couldn’t resist quipping: “how ’bout those Yankees?”
Yes, the world of direct response seems highly dysfunctional to many, but there’s no freer environment to work in than DR.
And, I wouldn’t trade it for the corporate world for anything.
Speaking of direct response, my schedule was turned upside down yesterday by Drayton Bird.
Drayton is the man of whom David Ogilvy said: “[He] knows more about direct marketing than anyone in the world.”
And he put together a 3-hour series of videos entitled: “How to Write (And Persuade) Better.”
I had them playing in the background while attempting to work.
But, as the first video progressed, I heard myself continually saying: “what did he just say?”…. stopped what I was doing… and then rewound to listen to full segment.
Finally, when I got to minute 35 and Drayton said…
“The difference between profit and loss very often is whether you can write well or not.”
…I gave up all pretense of work and watched the videos.
Drayton’s quote sounds obvious.
But how many people write *anything* well, let alone ad copy?
The fact is, writing is “bloody” hard, to use one of his Britishisms.
Yet, most think nothing of watching mindless hours every week on TV, YouTube or Netflix… and hardly lift a finger to improve their writing skills.
Then, they wonder why no one responds to their ads.
Here’s something to ponder.
Unlike anything else, writing sales copy just 10% more effectively can translate to a MASSIVE difference.
* 50% more orders.
* An extra few days off each month.
* The satisfaction of watching your numbers grow month in and month out.
It also makes you HUNGRY for 20% improvement.
There’s nearly 3 hours of video with Drayton sitting across from you…. and sharing an endless parade of response boosters… taken from his decades of experience.
And it’s loaded with real world examples and Drayton’s patented checklists for boosting response at every phase.
What can you learn from an old Bird like Drayton?
No matter your level, I think you’ll be astonished… and you’re covered by his 10X guarantee… which no one has taken him up on.
And, yes, I am a wholehearted affiliate.