England's 2018 World Cup bid ambassador Richard Caborn says he hopes to learn from the failed 2006 attempt as he plans ahead.Caborn said it was vital for England not to appear arrogant or that they in any way had a special right to be hosts.
His remarks came after Danny Jordaan, chief executive of South Africa's 2010 bid and now head of the local organising committee, said the Football Association needed to boost their presence at international footballing events.
Caborn said: "Danny is right - it's about getting off your backside and meeting people.
"In my office I have the bid document from the 2006 campaign and I look at it every morning and say we must not make the same mistakes again.
"We cannot be arrogant. The 2006 bid was a big wake-up call for our FA and since then they have delivered a fantastic international development policy."
FA director of communications Adrian Bevington said the organisation had made huge efforts with aid and support to developing football nations.
He added: "We know we have no divine right to win this. We certainly have no belief that just because the FA formulated the laws of the game we deserve to hold the World Cup.
"It's about looking forward, not back.
"We have identified a strategic approach and we will work all around the world."
Jordaan said England need to improve their image around the world if they are to have any hope of winning the right to stage 2018.
He said: "You must strengthen your international engagement.
"People all around the world watch English football but there is no actual connection with it.
"I have visited every confederation's tournaments and meetings and England's officials are not there.
"If England are to be a global player and get the World Cup, you must engage the world.
"England clearly has a very, very strong chance but there is a difference between being the favourite and winning.
"If England can deliver an international approach to all the key groups it should have a more than equal chance."
England have stiff competition for 2018. Spain and Portugal are preparing to launch a joint bid which could mean as many as 10 in all.
Russia, Australia, Holland and Belgium (jointly), China, Japan, USA, Canada and Mexico have either said they will be bidding for 2018 or are considering doing so.
The Spain/Portugal bid would be counting on support from the three South American members of FIFA's executive committee who will decide on the hosts in 2011.
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