Kiss My A*se or Cover My A*se – which is better?

Yesterday I wrote about my amazing “Kiss my a*se” formula for successful copy.

To prevent possible confusion, this is not the same as the equally valuable “Cover my a*se” formula, a proven way to avoid flying s**t when working in a large organisation, especially multinational.

It’s easy to apply. When it looks like you have to make a decision, for God’s sake don’t. Call a meeting.

With any luck, the meeting will decide to defer the decision until another meeting has been held. Even if by unfortunate accident a decision is made, it will be joint, so you can’t be blamed if anything goes wrong.

This technique can, judiciously applied, help you rise without trace or blame to the top, especially in financial services.

There is another approach you might try, which I call the Billionaire’s Route to Success.

You can get a free copy of this if you come to Eadim. You can pick it up in a one hour interview I conducted with one of the only 43 British born billionaires, in which he explains his approach – which revolved almost entirely around direct marketing.

By the way, I hope you don’t find my language tasteless. If so, you are reading emails from the wrong man.


Drayton / / / /

About 3dragonmarketing

The 3DM team is lead by me -Graham Archer. In addition to the usual 20 plus years of marketing and Sales experience (that I’m sure you’ve read elsewhere), I can uniquely say that I've worked for not one but three of the “Dragons” from Dragons Den. More of that on the website. My main area of expertise has been in areas allied to the financial services sector. Beginning at Green Flag I was responsible for the retention strategy of 3.5 million members, as well as creating and delivering the marketing for a key affinity group for the business– Financial services – clients included Prudential, Norwich Union and many more. I then became Retail Marketing manager at First National Tricity Finance (Now part of GE). Although what the company did was “Financial” (Interest Free Credit etc) my clients were massive retailers like Argos and Allied carpets – they were interested in what credit could do for their sales so for me and my team the challenge was always much more about engaging with Retailers than understanding the technical side of finance. The “Rule of 78″ wasn’t high on the clients mind! I then went agency side to Rapp Collins where I was responsible for all the direct marketing of Abbey National (Now Santander) and then joined CACI ( ACORN etc.) where I helped clients such as – Zurich, Nationwide and Britannia Building society – both acquire and retain their customers. Then came Red Letter Days and the Three Dragons link. In a nutshell my Key skills are: marketing strategy & planning, project management and direct marketing techniques to maximise customer response and ROI.
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