Filter by/
Region/  All
Type/  All
Sorted By/  Most Recent

Make this mistake and you’ll be dead in 75 seconds

By / / In /
Drayton Bird takes aim at vague copy and ambiguous promises. Be clear, be precise and get ready to sell! The copywriting legend proves the point using one of his own successful advertising campaigns. Anyone for a Bullworker?
Make this mistake and you’ll be dead in 75 seconds

Don’t be vague. It kills.

You probably won’t die.

But the response to your copy will.

Imagine someone tells you, “I’m going to make you rich someday”.

I bet the first thing you’ll want to know is “how rich?”

Followed by, “when?”

If you’re like most people you won’t bother asking.

Because you’ll assume their claim is a load of twaddle.

Don’t make the same mistake.

Tell people exactly what they’re getting.

Here’s an example:

In 1964 I wrote copy for a device called, the Bullworker.

Which made you “stronger, quickly”.

After a closer look at what the Bullworker did I wrote an ad with this headline:

Britain’s Heavyweight weightlifting champion 1956/7/8 guarantees
Or all your money back without question.

That headline sold 30,000 Bullworkers in the first year.

The Bullworker still sells all over the world.

Go online and look.

advert copywriting

Here’s a shortened version of the ad I wrote 55 years ago.

That headline anticipates and answers the important questions.

1. “What will I get out of it?” – a power-packed body
2. “What do I have to do?” – 7 exercises for 49 seconds
3. “Says who?” – a Weightlifting champion
4. “How do I know I can trust you?” – I guarantee it or your money back…

All their questions were answered.

With facts.

Not vague, sweeping statements they couldn’t trust.

There was no reason to say “no”.

And 4 compelling reasons to say “yes”.

If this ad had been headed “do this and you’ll get fit, sometime” would you have cared enough to open it?

I doubt it.

Be precise. Be persuasive. Be believable.

Or if you’d rather we do it for you, get in touch –

Between us, we’ve been telling people precisely what things do for them for 82 years – so we have a pretty good idea what we’re doing.

And if we don’t get you better results you don’t pay.

So what have you got to lose? –




– Want more insights like this? Sign-up to our fortnightly newsletter –

Drayton Bird
Author: Drayton Bird

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. He has also run his own businesses in the U.K., Portugal and Malaysia.

Leave your thoughts

Related reading

  • Keep up to date with global best practice in data driven marketing

  • This field is for validation purposes and should be left unchanged.