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Drayton Bird

Drayton Bird

Drayton Bird Commonsense Marketing

Founder

Garden Studio, 32 Newman Street, London, W1T 1PU

www.draytonbirdcommonsense.com

Contact: Drayton Bird

Company description

All you need to know about marketing – from one of the most respected gurus, best-selling author and copywriter Drayton Bird, of whom legend David Ogilvy said: “He knows more about direct marketing than anybody else in the world”. Find free resources, books, videos and articles at www.draytonbirdcommonsense.com. 

About the expert

Drayton Bird has long been one of direct marketing’s best known teachers and authorities. The Chartered Institute of Marketing named him, with others such as Tom Peters, Ted Levitt and Philip Kotler, one of the 50 individuals who have shaped modern marketing. As one advertising agency head commented, he “doesn’t just teach. He inspires you.”

He was the leading trainer for Ogilvy & Mather direct worldwide, later creating and conducting a special training course for American Express senior executives. He was named Teacher of the Year by the UK Institute of Direct Marketing.

Over the years he has spoken in 50 countries. He has written three bestselling books, including “Commonsense Direct and Digital Marketing”, now translated into 17 languages and widely accepted as THE textbook on the subject.

He founded his own agency, sold it, sat on the worldwide board of the Ogilvy Group, then started all over again. He has worked with many of the world’s greatest brands, including Mercedes, Virgin, Visa, Amex, Ford, IBM, Microsoft, Cisco – and countless small businesses. He still writes, amuses, inspires, teaches and speaks all over the world.

    Articles by this expert, by highest rating

    • How much can you afford to spend on marketing?

      How do you decide how much money to spend on marketing? Is it an expense or an investment? And what happens to your marketing budget when you have to make cuts? Drayton Bird looks at marketing spend and asks, “how much is a customer worth to you?”.…

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    • How to create effective customer questionnaires

      The humble questionnaire is a very powerful tool. Not only does it allow you to find out what your customers think but it’s also a great way to boost customer loyalty and build relationships. But what makes a successful questionnaire? Drayton Bird and Andrew Boddington have the answersNobody knows more about questionnaires than my old colleague Andrew Boddington, who is one of the best direct marketers I know…

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    • How to market a professional practice

      Marketing is vital for accountants and law firms that want to bring in new business. But what are the key principles for promoting professional firms? Drayton Bird — inspirational marketer, speaker and author — shares his wisdom…

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    • Are you talking to me? Getting the right tone of voice in your customer communication

      How do you talk to your customers in your emails, mailings, letters and brochures? When it comes to customer communication, how you say something is just as important as what you are saying, explains Drayton Bird…

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    • Have you got an advertising slogan? Do you need one?

      Don’t just book it, Thomas Cook it; Beanz Meanz Heinz; Fit the best — Everest. Great slogans like these strike a chord and are remembered for years. Unfortunately, there are hundreds of dud slogans, from the bland to the downright dishonest. Of course, you don’t have to have a slogan, argues Drayton Bird, but if you do it must be honest…

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    • Secrets of good writing

      Whether you are writing an advert, a blog, a sales letter or a speech, good writing has the power to persuade. But what are the secrets of good writing? It’s all about simplicity — use short sentences and everyday words, cut the jargon and have a clear structure. Drayton Bird tells all…

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    • Address your customers in your marketing messages

      When talking to customers — on websites and in sales literature — too many companies talk about themselves and don’t focus on their customers and their needs. Switch the focus from “we” to “you”, advises direct marketing guru Drayton Bird, and improve your response rates…

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    • How do you market an expensive item?

      F Scott Fitzgerald famously wrote that “the rich are different from you and me”. Well, high-ticket items are different from other goods too. There are no quick tricks when it comes to selling expensive products. But take the right approach with your marketing and you could seriously improve your sales, as Drayton Bird reveals.…

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