If you are in business, my message is simply this: take your finger out of your backside, buy this book, read it, implement what you learn as fast as you can.
Drayton is the dog’s bollocks. He’s erudite, funny, brilliant.
David Ogilvy said Drayton knows more about DM than anyone else on Earth.
Ogilvy knew his onions (literally, as he used to peel them for a living in a Parisian Restaurant in the 1930s before he became the “King of Madison Avenue”).
This book is about as definitive as you can get on the subject of direct marketing. You know, the kind of marketing where results and profits are actually measured. The kind of marketing that does not get taught at Universities. The principles of which form the basis of all successful internet marketing.
I first met Drayton when we both spoke at The System Intensive in London in 2008. We met again in 2009 and regularly exchange jokes and advice by email. You can see how good the old goat is here (in fact, that’s my developing bald spot you can see in the foreground):
So, go and get “Commonsense”, then whilst you’re at it, get this as well:
Then follow one of the best blogs on the whole t’internet here:
I’ve had a lovely afternoon having my ego buttered by the international best-selling author of the Kogan Page published, Sunday Times Business Enterprise Series book “Branding Your Business”.
James came to me thanks to a referral from Drayton Bird, and we’ve had a lot of fun today belting through an online strategy to help James get his very powerful message across to entrepreneurs and SME business owners.
Here’s a quick video interview I thought I’d throw up so you can meet the man himself (he’s doing a longer audio one with me later you’ll be able to get from his blog – once we’ve built it!)
At dinner with Ken McCarthy the other week, we got around to talking about our experiences with people we had met in business that had left us, shall we say, a little worse for wear.
We compared notes on certain characters that had charmed their way into our lives and subsequently attempted to rip the guts out of our businesses. It was refreshing to know that I was not the only one who had experienced this kind of thing a number of times, but even better to know that it is such a problem in business that there has been a book written on the subject! It’s called “Snakes in Suits”.
I can’t recommend this book highly enough. If you’ve ever had a business relationship with someone that promises a lot, butters up your ego, manipulates you to such an extent you don’t realise it until it’s too late, brings in their own “people”, undermines you consistently behind your back, steals from you (ideas, money, shares and clients), lies to your friends – you will recognise the characters in this book.
If this has not happened to you, get this book now! It is far better to be forewarned.
The book itself describes itself as “A revealing look at psychopaths in the workplace – how to spot their destructive behaviour and stop them from creating choas”.
It is written by Paul Babiak, PH.D. and Robert D Hare, PH.D and gets right into the detail of how to become aware of the subtle warning signs of psycopathic behaviour – before it’s too late.
Former Dragons Den judge, Rachel Elnaugh uncovers the moments when she and other business personalities hit crisis point. This contains Rachel’s truthful account of the much-publicised crash of Red Letter Days. She then boldly interviews business celebrities such as Jeffery Archer, Donald Trump, Stelios, Karan Billamoria, the Innocent boys, Ivan Massow and many more, about their darkest times in business.
This business book exposes, through detailed and insightful profiles how even the mightiest business people were fallible and did not make it plain sailing; that all business go through bad times but can still come out the other side and be hugely successful.
The author, Rachel Elnaugh is the epitome of a successful failure in that she was running the hugely profitable Red Letter Days, and lost it. Highly exposed in the media due to her celebrity status on the Dragons Den, Rachel became the scapegoat for the crash of this business. For the first time, you can hear Rachel’s side of the story, exclusively and honestly, in this book. It is written in a series of revealing interviews and delves into the darkest business moments of many massive business personalities, divulging what really went wrong, how the events unfolded, how they felt and how they emerged from the crisis and what they learned from their experience.
In a world where most business books bang on about “how to make millions in minutes” and “being a millionaire is easy”, Business Nightmares is a refreshing change in this market. Businesses fail for all sorts of reasons, and it’s usually the captain of the ship that takes all the flack.
I watched a video last night of a talk given in April 2008 by Professor Jonathan Zittrain. Prof Zittrain is a compelling speaker and he was talking about the contents of his book “The Future of the Internet and How To Stop It”…
I have been pondering where the internet is going for a number of years myself, whenever tearing myself away from working on it has given me the time to truly ponder what is going to happen to it.
I have myself been concerned recently about the Berlin-wall that is building up around Facebook and how an ever growing number of people enter the net through it. Those people aren’t freewheeling through the internet like I was when I first got on board in ‘93 (although I sent my first email in 1984) – they’re unknowingly inside a closed community, like one of those god-awful gated communities you find in Noth America. I’d actually liken it to being inside a prison. Not that they’re not free to communicate with people who are also on the inside, but that their freedoms are severely limited inside Facebook compared to the freedoms available on the old wild world wide web. Just look at how they are preserving their legal rights to so much of our private information. And we just willingly give it up because we can’t imagine what could possibly be malevolent about this.
Because so many of the newbies (who are really oldies) joining the internet don’t know of any other kind of online world, they are blissful in their ignorance. It not only frightens me, but appalls me in terms of the potential for compliant censorship of ideas, and therefore potentially another massive slowdown in the development of human potential, not dissimilar to the Dark Ages. I say this in context of the massively exciting period we lived through ‘95-’07 when all things online were possible (i.e there were no “Terms and Conditions” for putting up a music app online. Try creating one for the iPhone now. And no-one could stop you producing anything on the grounds of ‘taste and decency’. Who decides what’s tasteful and decent for fuck’s sake?)
Admittedly, I have spent most of my time thinking about how this would factor in on the niche world of internet marketing. I have seen other marketers dive in headfirst with Facebook and Twitter and the like. I have dabbled myself. I even managed a 100% click-through-rate with a Facebook advert, against the average of 0.04%. They sent me a T-shirt.
Professor Zittrain has been thinking about this too, but he goes much deeper and places the development of the internet, which is a fascinating story in itself, within the context of sterile and generative technologies developed throughout the 20th century. If you’ve never heard of him, he’s been a fellow at the Oxford Internet Institute and is currently (I think) at the Berkman Center for Internet & Society at Harvard Law School. He’s internet royalty as far as I’m concerned.
I’ve also been interested about the way that coders are being tempted to create programmes (or applications, or “apps” as you probably know them as now) within the constraints of Facebook and the iPhone because of the fact that these are “cool” and “killer” and because of the massive income potential they offer. In the old days, coders created apps for the fun of it. You could create anything and anyone could download it from anywhere. Good stuff went viral and made a name for the coder. They often went on to monetise these ideas in massive ways (skype, anyone?). But now, when you create an app for Facebook or the iPhone, you’re writing it for “The Man”. Don’t take my word for it (I’m not a coder) – take a look at this interesting blog entry by coder Brian Webster.
The Prof also makes the point about how it is the generative nature of the internet as an open network based on IP that is both the basis of it’s brilliance, but also it’s downfall because of the pure ease in which a malicious piece of software can be placed on any computer in the world at any time. It’s the security fears that lead to the gated community. It is not an easy dilemma to solve, and the direction it goes in will have profound effects on us all.
The reason why I urge you to make a cup of tea and spend an hour in a quiet room watching this video is because of the message behind Professor Zittrain’s ideas – it’s up to all of use to collectively be aware of what’s happening in order for us to collectively help shape the future of that most wonderful of human inventions, the internet…
If you’ve ever seen me talk live, you will know that one of my opening gags is that you can find all you’ll ever need to know about internet marketing in a book written by Claude Hopkins called “Scientific Advertising”.
In 1923.
Seriously, this book was first recommended to me by Ken McCarthy and I love it. It’s a bit dry, but the principles of direct marketing are all in there. Most of these principles are still sound for the modern day direct marketer on the internet. The only difference is that we can change things in a heartbeat, whereas in Claude’s day changing a headline, or the position of a picture on a direct mailshot took ages and cost lots of money – Claude would’ve been a zillionaire if he’d had the tools available that we do now.
If you’re serious about learning about marketing that really works, get this book..
(this version also has “My Life In Advertising” so it’s 2 for 1 and well worth the read).
Some of the most useful books I have ever read on the subject of business and marketing your business are those written by Dan Kennedy.
His “Ultimate Marketing Plan” and “No B.S.” range are simply some of the best works you will ever read for transforming your business and the way you view how you can market your business. They are also very easy to read and a lot of fun.
I’d recommend you get at least a few of these before you go and sign up to any expensive mentoring programmes because most of what is taught at seminars for $10,000s can be found in Dan’s books…
The first one I ever read was “The Ultimate Sales Letter”. It’s a life changer…
I actually met Dan in 2008 at the Entrepreneurs Summit held by Chris Cardell in London. It was a bit like I felt when I first met Chas Smash from Madness outside the Boardwalk in Manchester. I had to do everything possible to stop myself kissing his feet (undignified, I know, but I can be very excitable)
