I’ve never watched ‘The Apprentice’ but my wife loves it and bought me Lord Sugar’s book as a present.
It took me a while to pick it up – but once I’d started it I couldn’t put it down.
Below is an extract from a few pages that really struck a chord with me for a number or reasons:
“My idea of a good advert is something that shifts kit off the shelves, something that these creative geniuses seem to forget.” – Lord Sugar.
I couldn’t agree with him more. Most marketing directors however, prefer the stuff that massages their ego. Idiots.
If, like Lord Sugar, you prefer the stuff that sells, grab the ’51 ways to shaft the competition’ right now.
Alastair got an email today from Drayton and googled your name which brought me here.
Never a truer word said about the state of advertising today. A silly concept is adopted by companies rather than a direct response approach and in 2012 I can’t understand why.
My advice to the silly concept creative directors is “watch some DRTV then see how you script your adverts.” An advert is to sell not to amuse. guy’s if you get that and track return and never stop testing until you get 100% conversion (which will never happen) You may and just may be called a “marketer”
Next time a marketer markets something and tracks the results on a few thousand people they will know within a few days if that “something” is worth marketing. Then they can go on to be like Allan.
Thanks for the great read on your blog.
Timothy Sykes