In 2003, the Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today’s marketing. He has spoken in 53 countries for many organisations, and much of what he discusses derive from his work with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen. In various capacities – mostly as a writer – Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. Drayton’s standing has long been widely recognised. He is a Fellow of the Royal Society of Arts, was one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.
A couple of years ago I had the pleasure of attending a seminar led by Drayton Bird. Was one of the most engaging, interesting talks I've ever been too - blowing nearly all of the University lectures I had back in the day out of the water.
This book does what it says on the tin. Simple as that.
It's easy to read - and, makes a subject that may not inspire some, very interesting. Bird has a great style and writes with self-awareness and humour. I really enjoyed the anecdotes and the insight into the business, but this is a 'how-to' book and Bird gets the balance right - while he does offer nice stories he gets back to the point before our attention strays too far away.
The examples in here are great, and the critique of each one is invaluable.
Sure, times have changed a bit and things are more digital. But selling to people...that never really changes, and I've taken a lot from this book (a battered ex-library copy I managed to buy) and keep it nearby whenever I'm tasked with some copy.