David Deutsch has long been regarded as one of the very best of the A-List copywriters. I’ve seen him providing support on trainings from John Carlton and he attended Harlan Corben’s course on NLP Copywriting.
Up until now, he’s kept many of his secrets to himself. There’s no widely distributed book and there hasn’t been a course. A few years ago I bought a series of interviews David did with other copywriters as they talked copy which also meant I received a pdf copy of a book he did write called Million Dollar Marketing Secrets.
Brian Kurtz is a direct marketing legend who worked with Marty Edelston to turn Boardroom, Inc. (now Bottom Line Publications) into a remarkably successful information publisher. They did it by finding the very cream of copywriters.
Here is an interview between Brian and copywriter Roy Furr. Roy is the copywriter Brian choose to write the copy for a memorial event to celebrate the life and achievements of Marty Edelston. It was called The Titans of Direct Response.
Here is how Roy describes this recorded interview:
“I asked Brian to come up with ONE BIG LESSON he got from each of the Titans. … One big reason why he’d invited each to take part in the event. It turned into a rapid-fire session of lessons on marketing, business, and life.”
It’s 55 minutes long but it’s a great way to spend the time.
I’ll also take this opportunity to recommend Brian’s book called Overdeliver (link to Amazon.co.uk or Amazon.com). I’m not sure where my 5 star review has gone as it’s not on Amazon or this website. Sometimes I have had trouble posting so, hopefully, my tablet has captured it.
I received an email from Cathy Goodwin (copywriter and copywriting trainer) that got me thinking about the importance of your customer’s backstory and how it’s an overlooked part of marketing.
What’s A Backstory?
I’ll quote directly from the email
A client’s backstory consists of 3 parts: What’s their problem? What’s holding them back from solving it? What have they tried?
You’ve probably been told you need to develop avatars or personas for your main types of customers or clients. It’s something I’ve taught in the past to clients. The idea is to help you to get to know them and get into their minds so that your marketing can be more effective. It’s the difference between talking TO them and talking AT them. [continue reading…]
At this stage, I thought he was a rising star of the copywriting and direct marketing world. He was even given an excellent endorsement by Dan Kennedy. However, when I clicked over to his website to find out more, I found missing pages. In fact, everything on his website, except the home page had disappeared or become disconnected from what I could see.
I’d check every few months but found nothing new. I increased the time gaps, because, every time, I had to look up his name. [continue reading…]
For years I’ve been disgusted by the horrific problems created by “dirty water” around the world but particularly prevalent in Africa.
I’ve meant to made a donation to a clean water charity. As I explain below, I love Africa.
As Americans say “Shoulda, coulda, woulda”.
I’m ashamed to say I did nothing.
That changed last night when I received an email from Brian Kurtz (of Bottom Line / Boardroom fame). I watched a video from Charity:Water that was incredibly inspiring and a made a commitment. A commitment I’ve honoured this morning by setting up a monthly donation. [continue reading…]
The full title of this book by Craig Simpson with Brian Kurtz is
The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand
In my review of the book posted on Amazon.co.uk, I gave the book a rating of Five Stars. This means it is Excellent and Very Highly Recommended.
Here is my book review.
I wish I hadn’t ignored this excellent book for so long after buying
I’m ashamed to say I bought this book in November 2016 and hadn’t even opened my Kindle copy until January 2019. Why? Well I tend to go on buying binges and there’s the constant risk I start my next buying binge before I’ve worked my way through my last purchases.
The problem was I don’t like the main title – The Advertising Solution – or the subtitle if I’m getting picky because it mentions brands. After I’d bought it, I’d forgotten it was based on the work of six direct response marketing legends. Nor did my unfamiliarity with the main author – Craig Simpson – help me. It became a book to read some time, not next [continue reading…]
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.
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…]
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…]
The full title of this book by Michael Masterson and John Forde is
Great Leads: The Six Easiest Ways to Start Any Sales Message
In my review posted on Amazon.co.uk, I gave the book a rating of 5 Stars. This means it is excellent and very highly recommended.
Here is my book review.
Very revealing guide building on Eugene Schwartz ideas
I was a fool. It has taken be more than 5 years to read this excellent copywriting book after buying it.
I’m struggling to justify it to myself. I read widely, not just copywriting or even marketing books but that’s no real excuse. The title perhaps undersells it and, back in July 2013, the book didn’t have all these glowing reviews. I buy a lot of books and kindle books can quickly drop outside of my eyesight unlike a physical book which nags away, demanding to be read. [continue reading…]
I was a consultant, small business coach and advisor based in Birmingham, with over 35 years business experience, including more than 20 years as self employed.
My main business qualifications are:
– Chartered Accountant
– Certified Guerilla Marketing Coach
My main interests are in helping business owners who are stuck get unstuck by thinking more clearly about their issues and possible solutions.
I no longer provide professional business coaching but I will be sharing more ideas on my blog and will continue my popular business book reviews.
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