The Ten Commandments

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Drayton's helpful ideas and The Ten Commandments of Marketing.

Ten Commandments
• Write to the ideal prospect.
• Aim for relevant surprise
• Appeal to deep emotions
• Talk like a human being – not an
actuary.
• Use relevant knowledge – e.g. about
past messages.

Ten Commandments
• Get to the point fast, with news of a
benefit.
• Describe your offering fully.
• If there’s an incentive, sell it.
• Make it clear and easy to read or
follow.
• Ask forcefully, repeatedly for the reply.

Two pieces of advice …
• Read the copy out loud
• It should sound like someone
talking
• Show it to an idiot

Helpful Marketing Ideas, Free
• Each takes 1-5 minutes to read
• All simple and practical
• You get one every day or so
• Plus a free book to start with
• Over 16,000 marketers all over the world get
them
• Go to AskDrayton.com

Helpful Marketing Ideas, Free
• Each takes 1-5 minutes to read
• All simple and practical
• You get one every day or so
• Plus a free book to start with
• Over 16,000 marketers all over the world get
them
• Go to AskDrayton.com

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The Ten Commandments

1.

2. Ten Commandments • Write to the ideal prospect. • Aim for relevant surprise • Appeal to deep emotions • Talk like a human being – not an actuary. • Use relevant knowledge – e.g. about past messages.

3. Ten Commandments • Get to the point fast, with news of a benefit. • Describe your offering fully. • If there’s an incentive, sell it. • Make it clear and easy to read or follow. • Ask forcefully, repeatedly for the reply.

4. Two pieces of advice … • Read the copy out loud • It should sound like someone talking • Show it to an idiot

5. Helpful Marketing Ideas, Free • Each takes 1-5 minutes to read • All simple and practical • You get one every day or so • Plus a free book to start with • Over 16,000 marketers all over the world get them • Go to AskDrayton.com

6. Helpful Marketing Ideas, Free • Each takes 1-5 minutes to read • All simple and practical • You get one every day or so • Plus a free book to start with • Over 16,000 marketers all over the world get them • Go to AskDrayton.com