Drayton Bird's Academy of Marketing

You'll learn to measure everything instead of guessing, understand customers better than your own product through deep research, and master direct marketing principles proven over 100+ years. Bird teaches you to write copy that starts with undeniable truths then builds agreement, test small changes for massive results (like switching typefaces for 60% increases), and focus on bringing together what you sell with who wants to buy it. His core philosophy: marketing is simple—success comes from knowing customers and persuasion, not complicated techniques. Module 1 - Understanding the Basics of Marketing Get started with the fundamentals of marketing through the lens of persuasion and copywriting. You will be lead through the power of persuasion in marketing communications, master essential copywriting techniques, and learn from the wisdom of famous copywriters who shaped the industry. This foundational module sets the stage for your direct marketing to finally be a cut above the rest. Module 2 - Mastering Direct Marketing Principles Here you'll see the core principles that make direct marketing work. You'll tackle general marketing questions, learn how to write effective copy with the help of the illustrious Drayton Bird, discover the importance of emotion and connecting with your prospect, and understand why testing is crucial to your success. This module builds your strategic foundation. Module 3 - How to Present Learn the art of presentation straight from the mouth of one of the greatest in the world - Andy Bounds. You'll understand what direct marketing really is - salesmanship in person. Drastically improve your presentations, discover how to make your campaigns stand out from the competition, and develop the confidence to win clients through deeply compelling pitches. Module 4 - How Do I Get Started? Turn theory into practice with immediately effective advice. You'll get answers to common startup questions, learn 20 quick and simple ways to improve your business immediately, gain insights from successful entrepreneurs such as Parris Lampropolous, and understand the psychological schemas and deep emotions that drive customer behaviour. Module 5 - Helpful Tips and Ploys This is where you'll get the proven tactics and strategies. You'll learn how to plan an effective direct marketing strategy, discover 102 Helpful Ideas to apply to your campaigns, explore 31 Direct Marketing Ploys that get results, and get your burning questions answered by some of the best in the biz. Module 6 - Everything You Ever Needed to Know About Direct Marketing Quite a claim! But you'll gain comprehensive knowledge of direct and digital marketing - from economics to execution. You'll understand the financial aspects of direct marketing, grasp fundamental marketing ideas, and learn real world insight from industry veterans who share straight talk about what actually works in the field. Module 7 - The Bibles Study the timeless classics that every marketer should know. This module provides unequalled access to essential texts from marketing legends including Claude Hopkins, David Ogilvy, Eugene Schwartz, and others. These foundational books contain time-honoured, battle-worn, proven principles and techniques that remain deeply relevant today (as we know - times change, people don't). You'll find wisdom from the pioneers who laid the groundwork for modern copywriting, marketing and advertising. Module 8 - Copywriting - Start from Scratch Build your copywriting skills from the ground up. You'll learn how to plan media for direct marketing campaigns, study the legendary Gene Schwartz's approach at Rodale, master the art of writing sales letters that actually sell, analyse successful campaigns like Drayton's unrivalled Save the Children letter, and develop your ability to write persuasively. Perfect for those ready to put pen to paper. Module 9 - Clients and How to Keep Them Discover what it takes to attract clients and then build lasting relationships. You'll learn psychological triggers that make people buy, master autoresponder strategies, understand customer behaviour patterns, and discover what your customers truly want. Once you've got a client over the line, the most important thing is to keep them - do you have what it takes?  Module 10 - Don't Make the Same Mistakes as Everyone Else Learn from the failures of others to fast-track your success. You'll discover the pitfalls that can ruin your marketing efforts, explore the 7 deadly sins of marketing, identify common business mistakes to avoid, and get hilarious and candid insights from Drayton and others about what really goes wrong in marketing. Save yourself time, money, and frustration by learning what not to do. Module 11 - Do a Complete Selling Job Master the entire customer journey from first contact to final sale. You'll understand databases and lists, learn how to use AdWords and psychological triggers effectively, explore the customer experience and "journey mapping", discover how to sharpen your marketing senses, and understand the power of personalisation. Learn how to cover every base in your sales process. Module 12 - Creative and How to Create It Develop your creative capabilities and learn to produce work that sells. You'll discover how to get better creative work - whether it's from yourself or from your collaborators. Gain fresh perspectives from those who have failed - so you don't have to. Understand what makes creative work effective, learn how to evaluate your own creative output, and find out how to avoid screwing up your creative efforts. This module balances creativity with commercial effectiveness. Module 13 - What Makes Great Copy? Analyse and understand what separates great copy from mediocre writing.  Study detailed ad analysis and commentary See powerful demonstrations of copywriting principles in action Compare good versus bad examples to extract valuable lessons Learn core marketing principles Discover how to sell effectively using both words and pictures. Module 14 - E-mails and Copy Master the specific skills needed for effective email marketing and business-to-business copy. You'll learn proven techniques for writing emails that get opened and drive action, discover how to truly sell to business audiences, and understand the nuances of digital copywriting that differ from traditional formats. Module 15 - Bird on... Exclusive insights from Drayton Bird on marketing's most important topics and figures. You'll hear his perspectives on legendary copywriter John Caples, Claude Hopkins' principles, the art of building swipe files for inspiration, the critical importance of testing, and his take on social media marketing. This module offers Drayton's wisdom distilled from over half a century of experience.  Module 16 - Drayton, 67 Years of Nonsense The collected wisdom from Drayton Bird's keynote presentations. You'll explore marketing basics that never go out of style, understand why customers should choose you over competitors, follow the customer journey from his unique perspective, and learn what truly drives marketing effectiveness. This capstone module brings together insights from a lifetime in marketing. Throughout the Library you'll be tested on the knowledge you've picked up, and after passing the final exam and submitting an original piece of copy for review - you will receive a certificate of completion.   

£2,699.00 GBP