I sit down with the UK’s answer to Don Draper – direct marketing expert Drayton Bird, described by David Ogilvy as the man who “knows more about direct marketing than anyone in the world”. And described by me as a “cheeky bugger with the best tall tales ever”. Drayton talks about what businesses find most difficult about marketing, the only three questions you ever need to answer in order to sell more, and why he lived under an assumed name for seven years. Not your usual marketing interview – but if you listen up, you’re in for a treat.
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[1:30] Why do small businesses struggle with marketing?
[3:20] What can you do for your customer, and can you do it better than anybody else?
[5:30] We’re living in a pretty easy time despite the craziness that’s going on with Brexit.
[7:40] What do you do when you go broke? Drayton has gone broke twice. All you can do is cry.
[9:10] How did Drayton get started?
[14:45] If you have a skill, nurture it. If you don’t have any skills…well, go out there and get one!
[18:30] What was it like working with David Ogilvy?
[23:15] What hasn’t changed about marketing throughout the years?
[24:55] Within 8 seconds, can you answer the ‘why choose me’ question?
[25:45] How can someone get started in marketing?
[28:15] You don’t have to be bright to succeed. Be determined, be wrong, and don’t give up.
Mentioned in This Episode:
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Want to read the transcript? You can find it here.