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Introducing Ask Drayton from Drayton Bird

Drayton Bird is a legend in copywriting circles as he sold his own agency to David Ogilvy and worked with Ogilvy for many years. At Ogilvy and Mather, he was vice chairman and worldwide creative director of the agency which is now called OgilvyOne, according to his entry at Wikipedia.

Ogilvy is on record saying “Drayton Bird knows more about direct marketing than anyone in the world.”

Another important point is he’s British.

Why?

Because the British are generally quite reserved and can find the American direct response copywriters as brash. That’s not to say the techniques don’t work in the UK, just that there is more resistance but once hooked… [continue reading…]

The Customer Value Attribute Map is an essential tool to help you focus on establishing and maintaining a competitive advantage based on differentiation (i.e being different in ways which matter to the targeted customers.)

It goes by different names:

  • W. Chan Kim and Renee Mauborgne call it the Strategy Canvas in Blue Ocean Strategy, (This is probably the most famous of the names due to the popularity of the book.)
  • Cliff Bowman calls it the Customer Matrix in Competitive and Corporate Strategy,
  • I call a Customer Value Attribute Map (because I feel that’s the most descriptive) and
  • others call it a Customer Value Matrix.

It doesn’t really matter what you call it as long as you use the basic concept to get crystal clear about what particular customer segments or niches want and what you and your closest competitors offer. This way you can see areas where you are better than them, where they are better than you and where one of you offers a unique attribute.

Just don’t confuse it with the Customer Value Map which shows the fair value line of value for money between low price, low value brands and high price, high value brands and where your business lies in relation to that fair value line. [continue reading…]

The full title of this book by David Garfinkel is

Breakthrough Copywriting: How To Generate Quick Cash With The Written Word

In my review posted on Amazon.co.uk, I gave it Five Stars. This means it is Excellent and Very Highly Recommended.

Here is my book review.

Important new structures for copywriting

I started listening to the author’s excellent weekly copywriting podcast because I thought I’d enjoyed his book. Then he started referring to ideas I was unfamiliar with and I discovered I’d bought the book several years ago but not actually read it.

I’ve quickly put this mistake right and I wish I hadn’t allowed myself to get distracted. [continue reading…]

There are many ways to differentiate a business. One of the easiest to understand is to find an unoccupied position on the customer value map where there is latent demand from customers.

What Is A Customer Value Map?

It’s a graphical representation of your market with price on one axis and customer value (i.e. what the customer gets for her money) on the other.

Customer value has many different components or attributes but at this stage, assume that value has a strong relationship with price along the lines of the old cliché… you get what you pay for.

This cliche is used to justify spending more on an item because (generally) price is a reliable signal of inherent quality.

An Example of A Customer Value Map

Here’s an example from the car industry which shows the fair value line for different brands. [continue reading…]

I introduced the concept of order winners and order qualifiers in my article on key success factors and now I want to delve into this important topic in more detail.

How Customers Chose To Buy Or At Least Rationalise Their Purchase Decisions – Order Winners, Orders Qualifiers & Customer Value

Customers make their purchasing decision emotionally and logically on a perception of customer value for money.The unconscious mind communicates the decision to the conscious mind at lightning speed and leaves the conscious mind to look for the logical reasons to back up the purchase decision. [continue reading…]

In my review of

The Art of Seductive Copywriting by Shirley Long

posted on Amazon.co.uk, I gave the book a rating of 2 Stars. This means it is disappointing.

Here is my book review.

Did the author write this book? It’s very similar to another.

When I started reading this book, I had a strong feeling of deja vu. What was written seemed incredibly familiar . It reminded me of another book I’d read recently when it came to talking about common copywriting mistakes. [continue reading…]

The Boron Letters By Gary Halbert

In my review of this book

The Boron Letters By Gary Halbert

posted on Amazon.co.uk, I gave it four stars. This means I think it is good and worth reading.

Here is my book review.

“Babblings” of a great copywriter from prison

I first read these letters written by the author to his son from prison on the Gary Halbert Letters website and bought the book to add to my copywriting and marketing library.

These letters date back to 1984 so don’t expect tips about the Internet, email and social media. Instead expect advice that goes deeper than modern media. Their purpose was to teach his youngest son about marketing and life. [continue reading…]

Smart Marketing for Engineers by Rebecca Geier

The full title of this book by Rebecca Geier is

Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences

In my review posted on Amazon.co.uk, I gave the book a rating of 4 Stars. It is good and well worth reading.

Well worth reading if you work in a large electronics company

There are few marketing books which look at B2B marketing issues and those that focus on selling technical products or services to engineers are rare and precious.

This one looks at the post Internet development of inbound marketing, sometimes called content marketing. It’s about establishing credibility so customers come to you when they want to buy. This contrasts with traditional marketing where businesses blast out marketing messages to anyone and everyone who might buy some time. [continue reading…]

Jay Abraham has released three full length books on pdf today. All he asked is you tell 25 entrepreneurs you know.

The third is called

Putting Your Marketing Genius to Work

This is what he says…

“It’s a lighter introductory to Jay Abraham, designed and intended to stimulate entrepreneurs unfamiliar with me and my work to seek more of our products, programs, services — due to the exciting realizations the book quickly brings out.

While not as deep as the other two, it is an excellent fast-track review of my body of work and might stimulate YOU to want more/deeper access to our products.”

He also warns there are promotional elements in this book which are absent from the other two.

You can get the book here.

My Thoughts

I haven’t read it yet but I can tell you:

  1. Jay Abraham has been a major influence on my thinking about business growth, opportunities for profit and marketing.
  2. His book “Getting Everything You Can…” is one of the books I recommend all business owners read.
  3. This is the book which, on first sight, appeals to me most. My knowledge of Jay Abraham will go far beyond the elements in this book but it’s always useful to read an overview which lets you see the jigsaw puzzle put back together.

Get To Know Me

Paul Simister is a business coach who helps business owners who are stuck or struggling with disappointing marketing, to get unstuck. You can then start attracting, converting and keeping more customers. If your business is based in the UK, you can have a free 60 minutes Business SOS consultation (please click) with me to get you unstuck.

Don't forget to download and read my FREE Report - The SIX Steps PROFIT Formula: The Simple Rules That Every Small Business Owner Needs To Know available to download at Six Steps Report (Please click).

Jay Abraham has released three full length books on pdf today. All he asked is you tell 25 entrepreneurs you know.

The second is called

No Limit – The Limit is Only In Your Brain

This is what he says…

“Book two is a rough English translation of a huge bestseller I co-authored in Japan to help the estimated 35,000 young adults who every year commit suicide — because they feel helpless, hopeless, purposeless, irrelevant in their career, life.

No Limit – The Limit is Only In Your Brain provides a strategy for gaining passion, a mammoth sense of purpose and possibility.

It’s actually a surprisingly inspiring read for any entrepreneur who may have lost their way, feels helpless, deflated emotionally and beleaguered.

This is a rough draft done by a well-intended Japanese translator, but it IS imperfect. Nevertheless, I sense working through it is more than worth the trouble.”

You can get the book here.

My Thoughts

I haven’t read it yet but I can tell you:

  1. Jay Abraham has been a major influence on my thinking about business growth, opportunities for profit and marketing.
  2. His book “Getting Everything You Can…” is one of the books I recommend all business owners read.
  3. This seems very suitable for business owners who feel stuck because the business is struggling. I’m not so keen on the “rough draft” issue but it’s very relevant to people who read my blog.

Get To Know Me

Paul Simister is a business coach who helps business owners who are stuck or struggling with disappointing marketing, to get unstuck. You can then start attracting, converting and keeping more customers. If your business is based in the UK, you can have a free 60 minutes Business SOS consultation (please click) with me to get you unstuck.

Don't forget to download and read my FREE Report - The SIX Steps PROFIT Formula: The Simple Rules That Every Small Business Owner Needs To Know available to download at Six Steps Report (Please click).