Drayton Bird is a legendary British copywriter and direct response marketer.
Drayton has recorded a series of short videos sharing marketing lessons and tips from his many years of experience.
David Ogilvy said he "knows more about direct marketing than anyone in the world." A great endorsement from someone who brought direct response marketing back into fashion.
Here is the first video which I'm calling Get To The Point
I've heard other copywriters talk about this as "clearing your throat". It may be the first few paragraphs or even the first few pages.
Your prospect doesn't want waffle - make the potential payoff and benefits clear.
The second marketing lesson from Drayton Bird is on Editing down and adding charm to copy.
I don't know how many of these videos I'll bring you but you can get them all on Drayton Bird's blog.