EDITOR’S NOTE:

On the heels of VGC’s Micro-Series about David Ogilvy, I thought it’d be fitting to release this Micro-Interview with the copywriter he admired most...

“Drayton Bird knows more about direct marketing than anyone else in the world,” said David Ogilvy. 

Of course, Drayton is the former Vice Chairman and Creative Director at Ogilvy & Mather. He has 60 years’ experience in 55 countries. He’s also written 6 books, out in 17 languages. 

One of his books — “Commonsense Direct and Digital Marketing” — has been selling since 1982. (I’m looking at it on my shelf as I type this.)

“Read it and re-read it,” David Ogilvy said about the book. “It contains the knowledge of a lifetime.” 

So now, after years of studying his work, I am honored, grateful, thrilled to have Drayton Bird, a true copywriting master, on for a VeryGoodCopy Micro-Interview. 

In only 182 words, Drayton shares: 

• How he gets his ideas…

• 1 proven way to give yourself a great advantage in business…

• Why finding success in marketing and advertising isn’t hard…

And more… 

Please enjoy this special piece. 

Thank you, Drayton.

Let’s get started:

1) “What’s your work routine?”

I don't have one, except I call my colleagues almost every morning. I am always thinking and making notes. I get my ideas walking, watching people, seeing odd things. 

Yesterday I wrote an email about Peter Rabbit. Today I shall write about my P.A.'s hobbies. 

2) “What do you know about your work now that you wish you’d known when you first started?”

That marketing and advertising are not professions — just trades infested with chancers, bull-shitters and illiterates. 

If you know more than the next person (which is not hard) you can do well.

3) “What did your biggest professional failure teach you?”

Always assume something will go wrong. You can depend on it.

4) “What’s the #1 thing that has helped you shorten your craft’s learning curve?”

Constant study. 

This gives you a great advantage in a business where most don't.

5) “What book has helped you the most over your career?”

Scientific Advertising by Claude Hopkins.

6) “And your parting piece of advice?”

Never give up. 

I am 84, still writing and speaking. Learn to speak in public.