How To Keep Your Book A BestSeller For 35 Years And Counting Plus Generate Tens Of Millions Of Dollars – With Drayton Bird

Drayton Bird and Daryl Urbanski discussed effective marketing and sales strategies, emphasizing the importance of understanding people's psychology and behavior, surprising prospects, and providing valuable content. They stressed the need to adapt to the digital age and find the right balance between content and pitch in sales strategies. They also highlighted the importance of measuring results and testing ideas to refine marketing strategies, and building long-term relationships through continuous communication and offering low-risk offers. Drayton Bird emphasized the significance of inbound and outbound marketing, while Daryl Urbanski emphasized the importance of building rapport and trust with prospects.

Here are the reasons why you should listen to the full interview

1. Discover how beautifully crafted copy helps in retaining customers and maximizing sales.
2. Learn how to efficiently use surprising information to elevate your selling skills.
3. Understand the significance of customer retention in business and tips for converting prospects into long-term customers.

Resources

1. You may connect on his LinkedIn
2. For more Informative Interviews Click Here.

Interview Highlights

Marketing and advertising with industry legend Drayton Bird

• Daryl Urbanski interviews Drayton, direct marketing legend
• Drayton shares insights on locating prospects, turning them into customers, and building lasting relationships
• Drayton Bird's parents owned a successful pub outside Manchester, where he observed people's behavior and developed an interest in entrepreneurship.
• Drayton was sent to private schools but grew up in a poor, industrial area, exposing him to diverse people and entrepreneurial values from a young age.
• Drayton shares his journey from being a writer to becoming a successful advertiser, highlighting his early struggles and eventual success in the industry.
• Drayton Bird criticizes the lack of focus on return on investment (ROI) in marketing and advertising, citing a report by an organization that measures marketing results.

Decline of advertising quality due to lack of measurement and learning

• Daryl Urbanski and Drayton Bird discuss the decline of advertising quality due to the rise of the internet.
• Daryl Urbanski credits his success to focusing on direct mail and copywriting, and approaching internet marketing with a different mindset.
• Daryl Urbanski and Drayton discuss the importance of measuring and improving online marketing efforts.

Using data and technology to improve marketing efforts

• Drayton imagines being able to see where people's eyes move on a sales letter, how long they stay, and what interests them.
• Daryl Urbanski highlights the power of tools like Hotjar to track user behavior on a website, including scroll depth and click patterns.
• Daryl Urbanski and Drayton discuss the importance of testing and analyzing marketing campaigns to determine what works and what doesn't.
• Daryl and Drayton share personal experiences from their careers in marketing, including the challenges of preparing and sending out physical mailings, and the benefits of using eye cameras to analyze consumer behavior.

Marketing principles and strategies

• Drayton Bird emphasizes the importance of using visuals with captions in marketing.
• Drayton emphasizes the importance of understanding the target audience in marketing, spending 90% of time thinking about who to sell to.
• Drayton shares his techniques for writing effective subject lines, such as starting with "how to" and using personalized language to grab attention.
• Drayton discusses the importance of making marketing messages surprising, relevant, and easy to understand.
• He shares his experience of giving a speech at a hotel and how he used humor to connect with the audience.

Marketing strategies for building customer loyalty

• Drayton Bird and David Ogilvy emphasize the importance of offering benefits in marketing.
• Drayton Bird reveals how to make money by creating a relationship with people and providing helpful ideas.
• Bird has 50,000 people signed up for his continuity program, with 26,000 still active after three years.
• Drayton Bird discusses the importance of keeping customers engaged and interested in a business, using examples from his experience in advertising.

Marketing strategies and creativity

• Drayton finds irony in business schools teaching marketing without selling.
• Drayton emphasizes the importance of overcoming objections and selling through surprising messaging.
• Drayton and Daryl Urbanski discuss creativity in advertising, citing David Ogilvy's book "Confessions of an Advertising Man" as an example of unexpected combinations of ideas.

Advertising strategies and the importance of building relationships with customers

• Daryl Urbanski and Drayton discuss the famous Rolls Royce ad and its origins.
• Daryl Urbanski and Drayton discuss the effectiveness of online marketing and the importance of building relationships with customers.
• Drayton shares his philosophy on certainty and the lack of a golden rule in marketing, citing quotes from George Bernard Shaw and Bertrand Russell.
• Drayton discusses the importance of finding a prospect, turning them into a customer, and making them a fan of your business.
• Bird shares a story about a man in California who used to write ads that ended halfway through a sentence, and a friend of Bird's who made a film about him.

Marketing strategies, including guerilla marketing and content marketing

• Daryl Urbanski and Drayton discuss the power of surprise in marketing, using an example of a competitor's ad placed on a pole by the side of the road.
• Daryl Urbanski discuss the difference between inbound and outbound marketing, with a focus on online marketing and getting people's attention.
• Daryl Urbanski and Drayton discuss the importance of content in marketing.

Sales techniques and the importance of focusing on the customer's needs

• Daryl Urbanski and Drayton discuss the importance of understanding prospects' needs and struggles to make sales.
• Daryl and Drayton emphasize the need to be focused on the end result and how the product can help the prospect, rather than feeling guilty about asking for money.
• Drayton praises Clayton Makepeace's skills in asking for the order and incentivizing replies.

Marketing strategies and techniques with a focus on building long-term relationships

• Drayton emphasizes the importance of building long-term relationships with customers through personalized communication.
• Daryl Urbanski highlights the value of maintaining relationships through low-risk offers and delivering consistent value.
• Drayton Bird discusses his experience in the Australian program, sharing insights on marketing and business.
• Bird provides examples and analysis of various businesses, offering advice on what works and what doesn't in advertising.

Marketing strategies and investment returns

• Focus on what sets your product apart from competitors.
• Daryl Urbanski: Use surprise, benefits, and humanity in marketing.
• Daryl Urbanski: Persuade potential customers with multiple asks.
• Drayton discusses investing in good marketing as a phenomenal investment, citing the importance of counting results.
• Bird emphasizes the value of reinvesting dividends in successful investments, citing his experience in the field.

Marketing strategies with Drayton Bird

• Daryl Urbanski and Drayton discuss marketing wisdom and the importance of understanding people.
• Focus on building long-term relationships with customers for repeat business and referrals.
• Daryl Urbanski and Drayton discuss business success and overcoming challenges.

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