Masters of Copywriting_Sample Interview.pdf

Masters Of Copywriting

2006 Sample Interview with Clayton Makepeace Brought to you by Daniel Levis

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“Masters Of Of Copywriting 2006” – Sample Interview Interview

Clayton Makepeace They call him the "Master Closer In Print", for his innate ability to transfer the craft of the super salesman to the printed word, multiplying its power a million fold. For 33 years Clayton Makepeace has written multi-million-dollar controls for Boardroom, Phillips, Rodale, Weiss Research, and many other top direct marketing firms. Those fortunate enough to forge business relationships with Clayton have seen their marketing strategies fortified and their sales copy strengthened to the tune of well over a billion dollars throughout the span of his brilliant career. For a FREE FREE subscr ipti on to Clayton ’s excellent E-newsletter, The Total Package- - and and disc over hundreds more ways to get “ Bigger Winners, More More Often,” Often,” check out www.makepeacetotalpackage.com t oday! www.makepeacetotalpackage.com Daniel Daniel Levi s – I’m continually fascinated by the amazing variety

in the backgrounds of people who find themselves writing copy for a living. In many cases, necessity has been the mother of invention, and I think it was Gary Halbert who summed it up best when he said something to the effect of, “I look at teaching people to write copy as saving their financial lives. Because if you don’t knuckle down and get this, do you know what’s going to happen? You’re going to have to work for a living, and it’s going to KILL you!” Leave it to Gary to put it so eloquently. So tell me the story of those early days, what were you doing before you began, what events lead up to your indoctrination into the world of copywriting and direct response marketing? Clayton Makepeace - In 1974, I was working as a freelance film

cameraman, doing TV commercials, industrial films and TV programs in Hollywood. A major recession struck, and work was impossible to find. So I began looking for another line of work. I spotted an ad in the paper, run by a small direct response agency that was looking for a copywriter. I figured I’d written lots of copy for TV, so I applied. The owner of the agency asked me to audition by writing an eightpage fundraising letter for a mythological charity. I wrote the copy copy in an afternoon, and showed it to the agency’s owner the next morning and he hired me on the spot. Before I left his office, he handed me an arm full of books on the art of writing ad copy by people like Rosser Reeves, John Caples

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“Masters Of Of Copywriting 2006” – Sample Interview Interview and others. I went home and devoured the books over over a period of a week or two and reported for work ready to go. Only one problem: The agency didn’t have have any creative clients. clients. So, I wound up just working as a mailing list broker. Then, one day, the owner offered me a nice bonus if I could build a million dollar creative agency in his company over the months ahead. I accepted the challenge and went to work banging on doors to find creative assignments from local businesses in the L.A. area. For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

At the end of about a year, we had a million dollars in billings and my boss refused to pay the bonus, bon us, so I promptly quit, took my clients with me, and have been on my own ever since. Since those early days in the ’70s, most of what I’ve learned about copywriting has come either from trial and error or from studying controls that my my competitors have created. I have been spanked spanked by the best, and I’ve beaten the best on occasion, and each one of those experiences has been extremely instructive for me. It’s a cliché, but my losers have taught me more than my winners. The contrast between the two, and being able to sit down and look at something that you wrote that bombed -- and compare it with something for the same or similar product that was a wild success -- is the best way that I know to internalize principles that will make each succeeding package stronger. I also want to make the point p oint that my early indoctrination into direct response marketing was not exclusively as a copywriter, although that was the purpose for which which I was hired. hired. I found myself researching the mailing lists that were best qua lified to receive an offer for clients’ products, creating mail plans for those clients, and then looking at their results to see how I could use selects or different kinds of lists to improve their response. So in my first days as a direct response copywriter, I didn’t write copy at all. I became a kind-of marketing manager manager for my clients. I even got involved in printing, and letter shop work, and personalization, and mail modes, and postage requirements. requirements. I had to do break-even analysis and create response tracking reports for many of these clients because in some cases it was their first outing in direct response. So I got a solid, practical, working understanding of what our clients go through in order to test and plan their mailings, and what the financial criteria and performance criteria are for selecting controls. So it was a very well rounded beginning. A lot of the copywriters I talk to today have no grasp of what happens to their copy once it leaves their hands.

Too many don’t even ask the question, “What are you trying to achieve with this package?” When was the last time you called a client up and said, “Look, are you trying to break even and bring in Levis International Marketing 2 http://www.Advertising-Online-Strategies.com All l l Righ Ri ghts ts Reserved Reser ved

“Masters Of Of Copywriting 2006” – Sample Interview Interview

For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

the most customers possible, or are you trying to produce a profit?” It’s the single most crucial question on every e very project we do, and the answer will differ from client to client. Even on a customer acquisition piece that you’re writing for outside use, sometimes you’ll find that the customer has no intention of breaking even on the package. His intention is to make a profit on each new customer he generates. As a copywriter, you do not want that client! Once, after I had written a series of packages for Danny Levinas at Georgetown Press, Danny came came to visit me in Florida. As we were talking, he said something that absolutely stunned me. “I don’t want to be very big,” he said. “I don’t want the headaches that go along with that. I’m not looking to be aggressive in the mail.” Well, since my income comes from royalties, that was the worst possible thing he could say to me. That was end of our relationship. I had no interest interest in writing for for him again. What he was saying was, “You can write the best copy that’s ever been written for any product and I’m not going mail maximum quantities because because I don’t want to be big. I’m not aggressive. I don’t want to take the risk.” So knowing what the client is trying to achieve with a package he’s assigning to you is absolutely critical, and understanding which clients are going to give you the opportunity at maximum royalties and which aren’t is critical. If a client says my goal is to make a 20% profit on every new name that comes in, he’s going to mail fewer pieces than a customer who says I’m willing to lose 20% on every new name that comes in. And that directly affects how big the sparkles are that you can buy for your spouse in the year ahead. So getting a grasp of the nuts and bolts of direct marketing will make you a lot more money in the years to come. Daniel Daniel Levi s - One of the things I think a lot of people

misunderstand about copywriting is the amount of research that goes into it, versus how much of it is actually putting pen to paper, so to speak. Suppose you had just accepted an assignment to write a sales letter for something you knew very little about. (Let’s say some sort of new vegetarian diet, for the sake of example). Can you describe the research process? How do you go about becoming knowledgeable in a hurry, before writing a lick of copy? What are your methods, in detail?

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“Masters Of Copywriting 2006” – Sample Interview Clayton Makepeace - I’ve been doing this for 33 years now, and For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

had a lot of time to think about the process. I figure I don’t get paid to do research, I get paid to write. There are other people who are better researchers then I am, and every minute I spend researching is a minute I’m not spending working on the persuasive and credibility of the elements of the text. So in most cases I insist that my clients provide the research that I need. It’s a win-win for them as well, because they’d rather have me working on major parts of the copy, themes, offers, and so forth, than slugging through a bunch of books, or spending hours online. Some clients don’t have research departments available to them. In those cases I prefer to hire a researcher to do the bulk of the work for me. I begin by actually selecting the theme that I’m going to be writing on, creating a copy platform, thinking my way through the package, and creating a research request. Then, I send my research request to one of several researchers I’ve used over the years and they go to work for me. In a week to ten days, I have a fairly complete research kit, all in digital format so I can copy and paste out of it into an outline document. This saves me a couple of weeks on every project. In some cases, the researcher may be a junior copywriter, in others, it might be somebody who normally creates premiums for my clients for a living, and I use them for the research function. Daniel Levi s - One of the most important things I’ve found in

coming up with a successful sales letter or advertisement is the “hook”. Some kind of a big idea that dramatizes the item I’m selling. Obviously I want to attract attention, and d raw readers into the body of the piece, and inspire people’s imagination. Can you tell me some of the techniques you’ve developed over the years for mining those golden nuggets? I mean, what are some of the thought processes you’ve found to be most effective in uncovering the “hook”? It would be wonderful if you could site some specific examples as well. Clayton Makepeace - When I’m look ing f or a hook o r a lead of a package; I go one of t hree ways: Possibility #1: If I’m writing about a very straightforward product

that delivers a benefit that is both powerful and unique, my copy is likely to lead with that benefit. This makes the promotion piece look like just what it is: A promotion piece. There’s a downside to that of course, because in today’s world, my average prospect is getting more than 600 advertising impressions every day. By leading with the benefit of the product, I quite often run the risk of having my promotion being outed as a promotion, and therefore, not being read. Levis International Marketing 4 http://www.Advertising-Online-Strategies.com All Rights Reserved

“Masters Of Copywriting 2006” – Sample Interview

For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

So if I’m going to go with a straight benefit lead, I look for ways -both with copy and with graphics -- to make it appear to be a value-added special report of some kind. Possibility #2: The second way in is to think about how my

prospect’s feeling right now about the problem that my product solves, or the fear that it assuages. This “feeling” is quite often referred to as the prospect’s resident emotion, or dominant emotion. Especially in the investment area, for example – also the health area – you can quite often get greater readership on the front end by addressing the problem or the desire that the prospect holds most dearly at the given moment, and not even looking at the product benefits upfront. Possibility #3: The third way in is a topical lead. Especially if I’m

doing something for the Internet that’s going to be delivered very quickly or a first-class direct mail piece, I’ll quite often use a news story that’s been on the front of Time, Newsweek or The Wall Street Journal. If it’s at the top of the news, it’s on the top of my prospect’s mind. And if he’s thinking about it, he has feelings of either fear or desire about it. I believe that emotion sells products, logic alone doesn’t. So when you find a topic that’s really hot, it’s pretty much a slam-dunk that the prospect has strong emotions about it. In the financial area, for example, the major trends have to do with things like rising interest rates, accelerating inflation, rising commodity prices, the possible bursting of the real estate bubble, and those kinds of things. Every one of my prospects has an opinion and a strong feeling about those things, and is concerned about how they might affect him adversely and what kinds of investment opportunities are there. So the topical lead is also a good way in. Daniel Levi s - Before putting pen to paper, most copywriters

spend some time outlining what they are going to say, and how they are going to say it. How do you organize your thoughts? Do you have a specific method, maybe even a set of templates you’ve put together over the years to fast track the development of the right outline for a given piece? Please describe the various essential building blocks that go into an outline, and some of the most important processes and constructs you use to d evelop them. Clayton Makepeace - I don’t work from a fixed outline, however.

For a course I’m working on now, I’m putting together an excellent outline for short, medium, and long copy that’s been very successful for me over the years. It’s just a general guide for young copywriters and those just getting into the field.

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“Masters Of Copywriting 2006” – Sample Interview I write mostly long copy packages – and the most crucial pages are the first three. Attention and conversion to readership are everything today because of the sheer number of promotions that our prospects are receiving. For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

So the first two, maybe three pages of text are quite often organized very differently from package to package depending on what the topic is, what the theme is, what the hook is. In these cases, I tend to lead with stuff intended to sell the prospect on reading what follows -- presenting reasons why he should believe and act on the information that follows. In other words, creditability elements: Who my editor is, what his background is, what his qualifications are, or citing reference from other creditable sources. In the health field, for example, it could be Harvard University or The New England Journal of Medicine, or some other peer reviewed medical journal. Then, I try to tease in the first couple of pages how this finding, or how this development, or how this trend could benefit the reader in some way, and the horrifying alternative -- what will happen if he doesn’t acknowledge the importance of this trend and take action to either protect himself or profit from it. First, I recogni ze that I’ll have to m ake 8 preliminary s ales before the phone rings or the check gets mailed.

And they are ... 1. The ATTENTION sale: I’ll have to sell my prospect on looking at my ad, direct mail piece or listening to my TV or radio

spot. 2. The READERSHIP sale: I’ll have to sell my prospect on reading what I have to say, and then, on continuing to read. 3. The BENEFIT sale: I’ll have to give my reader every

single reason why he should buy: Every benefit he’ll get, every fear that will be assuaged, every desire that will be fulfilled. 4. The CREDIBILITY sale: I’ll have to convince my prospect that my product really will deliver the promised benefits. 5. The VALUE sale: I’ll have to convince him that the

price I’m asking in return for doing all these things for him is a pittance – hardly worth thinking about. 6. The SAFETY sale: I’ll have to convince him that there

is no downside to accepting my generous offer. 7. The CONVENIENCE sale: I’ll have to sell him on how

simple and convenient ordering my product is. 8. The “ DO IT NOW” sale: I’ll have to convince my

prospect that acting now is more than just “in his best interest” – it


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“Masters Of Copywriting 2006” – Sample Interview is absolutely, positively the single most important thing he could do now. For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

Here’s the general long-copy outline … Grab ’em by the eyeballs: Seize your prospect’s

attention with a powerful benefit-based, emotionally-driven headline. Support your headline: In a short deck, expand upon

your headline with a deck structure that drives it home in a powerful way. Bribe him to read this: Tell him what you’re going to

tell him. Trumpet any value-added information that you’re going to give him free, in the copy. Get his ju ices flowing: Open with a powerful,

emotionally driven, benefit-based paragraph or two. Make him believe it: Add credibility elements – a

series of paragraphs presenting statistics, expert endorsements, track record info (if it’s an investment product) or customer testimonials that prove you really can deliver the benefit. Get back on t rack: You’ve demonstrated what you’ve

done for others and what others say. Now, it’s time to get back to talking about your prospect’s favorite person: HIM. Repeat your lead benefit and transition into your secondary product benefits, each written in a way that connects with the prospect’s most compelling resident emotions – his dominant emotions. If you have room, make each benefit a subhead, followed by two or three paragraphs of copy (or more) that dimensionalize it. If you’re cramped for space, turn each benefit into a bullet. If you’re somewhere in-between, lead with your strongest benefits as subheads with explanatory copy and bullet the rest. Make the offer: Repeat your headlined benefit, allude

to the others, present your offer, and justify your price. Relieve risk, add credibility: Add your guarantee and

point out that, since the prospect’s delight is a sure thing, he has nothing to lose. Sum up: Repeat your main headline benefit, the

strongest secondary benefits, justify your price again, remind them of the guarantee and ask for the sale. Show your prospect how easy accepting this off er is : “Just complete and return the enclosed order form or dial

TOLL FREE 1-800-000-0000.” Close with a final reminder of your m ain headline


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“Masters Of Copywriting 2006” – Sample Interview benefit, what a steal it is, a mention o f the guarantee. I also

like to create word pictures of how the prospect will feel with the benefits my product offers – and without. There are consequences to declining this offer!


Sweeten the pot : I like using my P.S. to catch my prospect off-guard. Just when he/she thinks “This is a pretty good deal,” I like to add just one more thing to push this from a “good deal” into an absolute, deadlock-cinch no-brainer.

The best way to do this is by adding something to the offer: Usually an extra discount or a free gift for responding right away. Ad d an ur gen cy elem ent : In a P.P.S., I like to give a

final reason why the prospect should respond right now. This “reason” could be an extra bonus, or merely a rationale – like “The Fed’s going to raise interest rates on May 15 – whether you’re ready to profit or not! Please – let me hear from you NOW!” Daniel Levi s - I look at copywriting as a transfer of energy &

passion. Personally, I need to get psyched up before anything worthwhile seems to bubble up to the surface. And it’s challenging sometimes. If I’m locked away in front of my computer for days trying to pump out a bunch of stuff in order to meet a deadline or whatever, sometimes it’s difficult to find that spark. This is especially true for me, when I try to rewrite something. How do you deal with this? What methods do you use to stay stoked, and fresh? Clayton Makepeace - The answer is it’s difficult sometimes.

Especially if you’re writing for an information product, and the copy and the product are uninspiring, or complex, or technical, and it’s a nice day outside and I can hear my Harley calling to me. The hardest thing in the world is to lock myself in the office and go through reams and reams of unbelievably boring material. I just had that experience with a particular client, and as a result, it took me several weeks longer than normal to create his promotion. But I find that creativity is energy, and vice versa. Therefore, during the week my lifestyle habits are very important. I’m 53 years old. I’ve been doing this for a long time, and I find that my diet, getting exercise, and getting some fresh air and sunshine every day is essential in maintaining the energy levels needed to do this work. Another thing that I find very helpful is that I usually rise at 4 AM, and I work until I find my attention span dwindling. Then at that point, I sit the work aside and I move on to something else. Another technique is based on a finding I heard early in my career, which was that each of us has two aptitudes, a creative


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“Masters Of Copywriting 2006” – Sample Interview aptitude and an accounting aptitude. Some of us are nearly 100% creative, and some of us are nearly 100% accounting. For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

A lot of us have both aptitudes, and when we’ve been using our accounting aptitude for days reading, researching, doing those kinds of things -- quite often we hit the wall. When that happens, it’s often because your accounting aptitude is depleted for that period of time, but the creative side of you is dying for an outlet. So, quite often when I hit the wall on these kinds of dry, dull, boring research tasks, I set the work aside, open a new document, close my eyes, and just start thinking about themes, headlines, subheads, side bars, proof elements ... the more creative side of the task. This can add hours of additional work to a day, in which I’d otherwise given up and gone fishing at 2 or 3 o’clock in the afternoon. One more thing: There’s something that I learned when I first learned to ride a bicycle when I was a kid, and that’s when you’re riding along on a curb, if you look at the curb, you’re gonna hit it. If you look ahead where you wanna go, that’s where you’re gonna go and you’ll avoid hitting the curb. Thinking about deadlines is the worst thing you can do. I know our clients hate to hear this, but to me, a deadline is just an indication of how late the work is going to be -- or how much earlier than he expects it’s going to be, but I can’t allow it to drive me. I can’t allow it to push me into decisions that are going to hurt the copy and hurt the promotion. Jim Rutz once told me something I’ll always remember: “The heartbreak of a blown deadline is soon forgotten in the warm glow of a hot new control.” Absolutely true. Think about deadlines, and you’re going to find that your copy suffers. Focus on writing the best copy you can and deadlines may suffer sometimes, other times they won’t, but you’ll get a lot more winners. Daniel Levi s - I don’t know if there is any definitive answer to this

question, but it is certainly a very important, and fundamental question I hope you can comment on. Based on your experience and testing, when does it make sense to use a two-step or even multiple step process, versus a single step “go for the jugular approach” in your advertising? When does it make good business sense to try and generate expressions of interest, by offering some kind of a free report or something (in order to gain a lead you can then follow up on), versus driving for the sale? And are there any circumstances where you feel it makes sense to do both with the same piece of copy?


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“Masters Of Copywriting 2006” – Sample Interview Clayton Makepeace - There are two parts to this answer. The For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

first part’s a marketing answer; the second part is a creative answer. They have to work together. The marketing answer is: A two-step program makes sense when you have a product with a high enough margin to justify the cost of multiple steps, or when you have a medium that’s so low a cost that the number of steps don’t matter. From the creative side, I use multiple-step programs in two ways: Way #1: When I have a huge but not well-defined mailing list, or email list, or other media, I use a first step to call out my customers from that huge market place, and the second step to sell them. Way #2: When I have very inexpensive media and a captive audience. A couple of years ago, for example, I had a new product for an investment advisory that sold for $1,000 a year. My client had 150,000 customers on his email file. I decided to make the introduction of the new product a Gala Event. I cleared the decks of all promotions to those house file names for 30 days, actually 45 days, and then I created a weekly, then daily promotions for the file on the new product. I began with a print insert in the client’s newsletter announcing the product, followed with a daily email blast, each of which led to a landing page with long copy, selling the product. The following week, we had a First-Class mailing of a special report format piece, promoting the product and followed it with a new volley of email blasts. The next week, we did a #10 personalized letter to the entire file, wondering why the customer hadn’t ordered, followed by email blasts. … And so on, for five full weeks. The campaign generated $5 million in sales in a little over five weeks. Daniel Levi s - I think you would agree with me when I say the

“voice” you use in a given piece of copy is critically important, and it should resonate with the market your sales letter or ad is targeted toward as closely as possible. For example, if you are selling to car racing enthusiasts, the more you use “trackside” language in your sales copy, the higher your rapport and therefore conversion. So in some ways, you are like an actor getting into character. What methods do you use to get into “character” quickly and effectively? Clayton Makepeace - I don’t worry too much about getting into

character in the early drafts of the piece. After I’ve done my research, and I’ve dropped it in to the proper places in my outline,


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“Masters Of Copywriting 2006” – Sample Interview I smooth it out into one cohesive whole, a sales letter, running text article, whatever. For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

At that point, because the research itself contains the jargon that my prospects are comfortable in a particular venue, I’m in pretty good shape. Then, I just look for opportunities to work key phrases and words into headlines, subheads, and to punch it up in a copy. At the same time, most of the things I do are related to health and investment subjects – and the jargon can be quite technical. If you go out with a package full of ten-dollar medical terms or highly technical investment, or economic jargon, you’re going to have your head handed to you. It’s important to have a balance to make sure that the copy is understandable by the average guy on the street, but at the same time demonstrates your expertise through the selective use of jargon. Daniel Levi s - You’ve just finished writing out a first draft on a

piece of copy. Now it’s time to edit. But here’s the problem. You’re too close to the copy. Are there any techniques you use to step out of yourself, and look at that piece of copy objectively, with fresh eyes when it comes time to edit? Clayton Makepeace - After I’ve written a first draft, I show it to my

wife. She has a background in marketing, and yet, hasn’t been deeply immersed for over a decade, so her insights on the copy are quite often very helpful to me. Also, I like to show copy to anybody who will read it, whether they’re a qualified prospect for the product or not, and just listen to what they have to say. Their impressions are important at the second-draft stage of the copy. Probably the worst person to look at copy after the first draft is somebody who thinks they know something about copywriting, because they’re not going to be looking at it with fresh eyes either. They’re going to be looking at it with all of the little rules and other prejudices that copywriters have. I try to show the copy to people who are uninvolved in the direct response industry. The question that I really have in my mind when I’m showing them the copy is, “Are they going to ask me where they can get this product as a result of reading this copy?” If they don’t ask that question, if they don’t say, “WOW! I really want one!” Then I know I haven’t done my job, and I question them to find out what the reservations were and try to figure out what I could have done better to push them over the line. So in essence, when I show first draft to somebody, I’m looking to make a sale.


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“Masters Of Copywriting 2006” – Sample Interview Daniel Levi s – Will you tell me the story of your wildest For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

advertising success, and explain why you feel that particular campaign was so effective? Clayton Makepeace - Some years back, I had been writing

promotion packages for a publisher who had just started a new newsletter called The Money Advocate. We’d been quite successful with the new subscriber acquisition packages we’d been mailing. The newsletter was only a few months old and we were up to 30,000 subscribers. After a new subscriber came in, the client would send them a promotion to sell them some rare coins. As I looked at these promotions, I felt that they were really weak, and asked the client if I could try my hand at writing the next month’s promotion for him -- no charge. I just wanted 5% of the revenues. He agreed, and I wrote the promotion. Until that time, my client was averaging about $360,000 a month in sales to his subscriber file. My promotion pulled in $3.6 million in the next 30 days, or 10 times what he had been doing. So naturally, he retained me to do all of his in-house promotions. By the end of the year, we were doing $16 million a month in sales to our subscribers -- a 4,400% increase in revenues in twelve months. What I did to produce that increase was very simple: The client had been selling rare coins to customers on the basis of their investment potential only. So his copy talked about how rare the coin was, how many other investors wanted to own one, how similar coins had gone up in value in the past. To me, that copy was dry and uninspired. But when I looked at the coins he was selling, I saw something completely different. I saw history. When I first held one of these old Morgan Silver Dollars in my hand, the first thoughts that went through my mind were about where the coin had been. “What if this coin could talk? What stories would it tell?” I started thinking about what was going on in the United States in the mid 1800s when the silver in the coins was mined and when the coins themselves were minted. I conjured up images of the Wild West … the unsettled frontier and Indian fighters … casinos, and honky tonks, and bar girls. I wondered if Wyatt Earp had one in his pocket at the gunfight at the OK Corral. At the end of this emotional, colorful, romantic copy, I included one, little box that discussed the rarity, the demand factor, and the investment potential of the coin. Now, instead of appealing to remote greed – the possibility that someday you’ll make money on this, or appealing to the


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“Masters Of Copywriting 2006” – Sample Interview customer’s intellect, suddenly I was talking to his heart. And nine times out of ten, it’s the heart that makes the purchase decision. I remember telling my client at the time that the key is that the profit potential for the coin is the excuse the customer gives his wife for buying it. The reason he buys it is because it’s cool.


I’ve had many successes like that over my 33-year career. After leaving that client I quadrupled sales for another coin client in twelve months. After that, I went on to writing packages that generated 2 million new subscribers for a single newsletter at Philips Publishing International. Next, I went on to quadruple a company in Palm Beach that published investment advice and research, and I’m currently doing it again with a vitamin company that is now selling slightly less than $20 million worth of product a year. I predict within a year we’ll be doing well over $100,000,000. Each time I do several things. But it all boils down to helping them market their product with procedures that will get them bigger mailings more often, and then combining that with powerful sales copy that gives them bigger winners more often. The combined effect is explosive growth and explosive profits. Daniel Levi s – It’s been said selling is transference of

enthusiasm, and I believe that’s true. Some would call this hype. Whatever you want to call it, it’s a valuable tool but only so far as the promise responsible for generating that enthusiasm is credible and believable. What are some of the subtle techniques you employ to maximize the believability of the promises you are conveying in your copy? Clayton Makepeace - I call these “believability factors” credibility

elements, and I have them very carefully woven into everything I do. I tend to go for the jugular when it comes to headlines, and if an investment product is generating 1,000% profits I’m going to say so. I don’t care if it’s believable or not in my first and second drafts. What I care about is how well I can document it, and how credible I can make it using other elements in the text. If an investment advisor comes to you and says, “I made a 1,000% profit for my clients last year,” you’re going to call him a liar. But if the promotion piece is in the voice of my client’s customer, and if he talks about how skeptical he was up front … and how his wife thought he was crazy for even trying this … how he felt when his investment began taking off … how his skepticism slowly subsided … how he saw the numbers in his brokerage account soaring … how it felt to walk into a bank and cash a brokerage


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“Masters Of Copywriting 2006” – Sample Interview check for $1 million … and how it felt to use that money in ways that made his life richer … it is believable. There are many ways to boost credibility. Testimonials can be used creatively to remove all doubt. I like to take testimonials and tear them apart; turn them into narratives. Even call the person who gave the testimonial and interview them to get details.


I also like to use testimonials as headlines. I recently created a promotion in which I had two headline tests. The first one was a straight benefit sale. The second was a testimonial headline, written by a customer who said, “Heart surgery may be obsolete!” The testimonial headline out pulled my benefit-oriented headline by more than 50%. I also like to put my client’s PR departments or agents to work for me. I want to see my clients on television. I want them to write books. I want them to submit articles to notable magazines … to websites with big names … and to The Wall Street Journal, Barron’s, Forbes and Fortune. I want clients who are advocates for health products to be published in The New England Journal Of Medicine and The Journal Of The American Medical Association. Then, I have a sidebar where I actually have pictures of publications that have featured my client and pictures of my client on Nightline or on 60 minutes, or on some other notable television program; Neil Cavuto or on CNN. Guarantees can also be great credibility devices. A lot of copywriters think of the guarantee as a risk reliever, pure and simple. They’ll simply say something akin to, “If you don’t like it we’ll send you your money back.” But a guarantee can be much more than that. A guarantee can be proof that you’re absolutely convinced that your customer is going to love this product. There’s no percentage in buying something just so you can get your money back. There is a percentage in buying something that the seller believes I’m going to love so much and is going to make my life so great that I’ll never exercise the guarantee. I also look for third party research that supports every one of my client’s claims. It’s not enough just to say, “Research shows that vitamin D does this, this, and this” I’m looking for Harvard University to give my client a tacit endorsement by saying, “Vitamin D deficiency will kill you. If you have ample vitamin D in your system, you’ll never have a heart attack.” For investment and financial products, the advisor’s track record is a central credibility device. A lot of copywriters just default by putting up a table showing the stock they bought when they bought it, how much money they made, and how long they were in the investment. That’s the lazy copywriter’s way to poverty.


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I like to turn each trade into a narrative: Talk about how the advisor found the stock and why he liked it. Then, I tell the story about how he begged his subscribers to buy it … reminded them repeatedly … told them it was gonna take off. Then I show how it took off … how much money they made … how quickly they made it … and when they closed out the trade. Then, I like to humanize it by showing what some of his subscribers did with the money they made. Another way to lend credibility: In pre-heads for promotions for financial products, I like to have a pre-head that says, “From John Smith, the only advisor in America who earned 10% for every 1% rise in interest rates” or some other wonderful thing that this advisor has done. Finally, after I’ve finished the copy and I have all my credibility devices in place, I print it out, sit down, and read the entire thing, even with the huge headline promise on the front, and I try to sense whether or not the headline promise is now believable because of the credibility elements I’ve added. If not, then I may soften it some. Daniel Levi s – In your opinion, what are the three most powerful

human motives to work on in your copy, and why? And how do you go about getting into the head of a specific type of buyer, so you know which buttons to push for maximum response? Clayton Makepeace - Instead of thinking about “motives,” you

should be thinking about emotions. Motives are intellectual in nature. “My motive is to make money.” Emotions are the overlay for the motive. They’re what gives motives legs and generate action. In my mind, all actionable human emotions fall into one of two categories: 1. Fear of a possi ble fut ure event. Fear can range in intensity

from concern … to worry … to terror … to outright panic. The higher up the scale the prospect’s fear goes, the more effective it is as a motivator. 2. Lust. Lust can also range in intensity – from a “wish” … to a

“want” … to greed … to a craving … to an obsession. And again – the stronger the lust your customer has, the more it will motivate him. Daniel Levi s – In your experience, all things being equal, where

are the best places (i.e. headline, lead, offer, guarantee etc.) to begin split testing alternative insertions in a piece of copy, generally speaking?


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“Masters Of Copywriting 2006” – Sample Interview Clayton Makepeace - No contest. The two parts of your copy For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

that give you the greatest opportunity for a bump in response are… 1. Attention-getters and readership converters – your headline, deck and opening copy. I’ve seen headline tests produce 50% lifts and even more. 2. Offers – your price, premium, guarantee. I’ve often seen an offer test give a 20% to 30% lift. Of the two, I spend far more time testing headlines and opening copy. And I’m looking for more than a lift. I’m looking for headlines that I can rotate month to month so as to reduce the attrition in response that occurs when you’re mailing the same package to the same people, month after month. Having three or four covers for self-mailers or envelope teaser structures for component packages can make the rest of your copy last months, even years longer. Daniel Levi s – One of the biggest things marketers struggle with

is differentiation. What creative ideas would you offer someone trying to build a Unique Selling Proposition for a very mundane product or service that doesn’t really offer anything unique? Clayton Makepeace - If you don’t have something that’s

absolutely unique about your product, there are two things you can do: You can go to your client and say, “Hey look, I can sell ten times more of this product if you make this one change to it.” In some cases, especially in the information industry, you’ll find the client excited about your suggestion and they may actually implement it. Problem solved. The other way to do it is to advertise a benefit of your product that competing products just don’t advertise. Example: In the early 1900s, the great Claude Hopkins was charged with the task of creating an advertising campaign for Schlitz beer. But try as he might, he couldn’t find one thing about Schlitz that made it unique. Hopkins’ solution: He toured the brewery and took copious notes. Then he wrote about pains that they took to produce their beer. He talked about how they used the purest water, the best quality hops, how they took more time with their beer to make it perfect. By advertising these things – things none of his competitors had advertised – Hopkins convinced his prospects that Schlitz was the only beer made this way, and fo Daniel Levi s – What advice do you have for new market

entrants? How can someone with little or no track record enter a


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“Masters Of Copywriting 2006” – Sample Interview For a FREE subscription to Clayton’s excellent E-newsletter, The Total Package - and to discover hundreds more ways to get “Bigger Winners, More Often,” check out The Makepeace Total Package today!

market with a new product or service and profitably compete with entrenched players? Clayton Makepeace - Work for free. About a quarter-century ago

-- back in 1980 -- I went out on my own for the first time. I had no name, no clients and about $90 in the bank. One day, I happened to see a particularly weak promotion piece being mailed by a small newsletter publisher. So, I called the publisher from a phone booth and said, “Mr. Johnson? My name is Clayton Makepeace, and frankly, your sales copy sucks.” When he stopped laughing, I explained: “I write direct response sales copy, and I just saw the promotion for your newsletter, Daily News Digest. I’m so sure I can double your response, I’m willing to write a promotion for free.” “Here’s the catch,” I said. “If I beat your control, you pay me $1,000. If not, it’ll cost you zilch.” At the time, copywriters were getting about $800 for a promotion package -- no royalties. So my $1,000 demand was a bit high. But what did he have to lose? If I beat his control, he’d make money. If I didn’t, he didn’t have to pay me a dime. Well, I did beat the pants off his control, and it was the beginning of a very long and very profitable relationship. That one client supported my family for four or five years. And my successes with him gave me a name in the industry. If you’ve got your chops and find someone you can really do a good job for -- beat whatever he’s mailing now -- offer to work for free, and give yourself a nice huge perk if you beat the control. You’ll end up not only with a nice chunk of change, but you’ll also probably end up with a client that’ll be with you for years and that you’ll be able to establish your name in the business with by working for him. Another way to do it is by simple networking at industry conferences. I’m not talking about going in and stalking the halls for anybody who looks like a client. What I’m talking about is meeting senior copywriters. I quite often take on more work than I can handle, and I do it intentionally. Over the years I’ve built up a crew of younger copywriters I mentored, and every one of them has since become quite successful. It’s a win-win for everyone. I was able to put out more packages per year than I would have otherwise, and so I made more money. The young guns got great experience and made money. The client gets all the packages he needs.


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“Masters Of Copywriting 2006” – Sample Interview Daniel Levi s – OK, closing question, thinking back over your


career to date, what was the single biggest “income boosting” aha moment... the one idea, technique, or revelation that made the biggest difference in your results from that point forward? Clayton Makepeace - Ah ... question fifteen - I love this question,

because I’m on a crusade and here’s why ... The freelance copywriting model that everybody’s following is just plain nuts. It’s the worst possible arrangement for clients, and it’s the worst possible arrangement for copywriters. A copywriter who’s doing freelance work has a new client and a new product every month. That means a new learning curve, a new set of research, and having to learn how to work with a new set of people – every month for the rest of your life. Every minute copywriters spend doing those things is time that you’re not getting paid for. Working on a freelance basis costs copywriters money. For the business owner or marketing exec who uses copywriters, it’s just as bad. There are never enough copywriters. Every time he gets a new copywriter on board and sees their first draft copy he has the same crits, because the copywriter doesn’t understand his compliance guidelines … his experience in the mail … the specific product’s testing history. And because of the arm’s length arrangement – because he knows the writer will be working for his competitor next -- the client really can’t share that kind of proprietary information with the writer. So the client goes through copywriter after copywriter after copywriter and then calls someone like me, who can only take on a limited number of jobs per year, to complain that all the new copywriters suck. Well the new copywriters don’t suck. The new copywriters are new copywriters. They haven’t had the long experience with each of these clients that more seasoned writers have. I’ve been writing for Phillips Publishing International since 1990. I know the people personally. The president, his top group publishers and marketing people came to my wedding. They send me pictures of their kids. I know exactly what they like, what they don’t like, what they’ll tolerate, what they won’t, a nd because of our friendly relationship, I can cajole them, push them into testing things that they would never do for a writer they don’t know as well. So my crusade is to junk the freelance model, and convince our clients to try something new. Each of the four biggest successes I’ve had in my career, at Security Rare Coin, Blanchard &


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Company, Phillips Publishing, and Weiss Research happened while I was exclusive with each company. I spent no time each month beating the bushes for new clients. I spent no time learning about the client, his products or his market. I spent little if any time doing research because I asked these companies to research my copy for me. I was free to spend my time doing the one thing that made them the most money: Writing sales copy -- not Googling everything that moved. Each time, I was able to produce many more packages per year than I could when I had the learning curbs to continue it. Each time my win ratio skyrocketed. Between 1998 and 2003, I didn’t have a single bomb for Weiss Research. Every single one of my new packages beat my old controls. At a time when other financial publishers were only able to mail 300,000 promo pieces every six weeks, Weiss was mailing 3 million. While other financial newsletters were shrinking, Weiss quadrupled its subscriber base. And while its competitors’ profits were declining, Weiss’ profits nearly tripled. That’s the kind of magic that only happens when you deepen the relationship between copywriters and their clients. And there’s another little piece of magic: The copywriter’s income soars. You get bigger winners, more often. Your royalties skyrocket. Relationships like that earn me millions a year. To me, the freelance model is patently insane: We’re all doing the same thing over and over again and expecting better results. When clients learn a new way to work with copywriters, in which they get the copywriters’ best, then they’re going to explode in size, but until then, they’re going to continue being starved copy, and they’re going to continue having these miserable win rates on new controls.

So thank you for giving me a soapbox to stand on. This was fun. I hope we do it again. Thanks. A Message From The Publ is her

Thank you for joining us in this sample excerpt from “Masters Of Copywriting 2006”. I hope you enjoyed it and will now take a few more minutes to review the remaining highlights of the “Masters Of Copywriting 2006” package presented on the following pages. NEW! Exclusive new bonus Interview wit h Michel Fortin!


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Who Else Wants Proven Advice To Write Super Responsive Ads And Sales Letters... From 42 Of The "Top Money" Marketing Minds Of All Time? . . . " I downl oaded your pr oduct 20 mi nut es ago, went st r ai ght t o t he J ohn Car l t on i nt er vi ew, and even t hough I ' ve r ead and st udi ed (I t hought ) ever ythi ng he' s wr i t t en. I was dead wr ong. That i nt er vi ew al one i s wor t h a hundr ed bucks. " Lee Hont s - I owa

"Masters Of Copywriting 2006" The Interviews John Carlton They call him "the secret weapon". Secret because he has so far avoided the harsh limelight of fame, preferring to let his work do his talking. Weapon, because any marketer lucky enough to hire this brilliant writer will see profits skyrocket. John Carlton has been a top freelance advertising copywriter for over 21 years now. Many of his ads are legendary among writers and clients. He brings an edginess and street-savvy to ad writing that actually forces you to read every word.

Dan Kennedy Dan Kennedy is internationally recognized as a 'millionaire-maker', helping people in just about every category of business turn their ideas into fortunes. He has been called the "Professor of Harsh Reality" because he's provocative, irreverent, sarcastic, and tells it like it is in a Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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humorous, but chilling, serious fashion that cuts to the core of the issues in a way no other marketing "guru" does. Dan Kennedy's advice can be moved with remarkable ease from one very different field, industry, or profession to another with amazing success. He is a leading consultant in direct marketing, copywriting, Internet strategies, and profit improvement systems.

Joe Vitale They call him The World's First Hypnotic Marketer. Hypnotic, because the writing style he uses grabs you, sucks you in to it's mesmerizing pull... and forces you to read every word of what lays in front of you. Marketer, because he's one of the greatest marketers of all times - consistently writing and implementing record breaking marketing strategies for himself, and his trusted clients.

Joe Sugarman Nobody knows direct response like Joe Sugarman. His JS&A mail-order catalogs, and outrageously successful infomercials are required study, having sold over 20 million pairs of his now famous BluBlocker sunglasses worldwide. Joe's masterful use of psychological triggers in advertising, combined with his tight, short headlines, and hard-hitting yet educational copy are legendary.

David Deutsch Here's a rare opportunity to learn from someone who acquired his copywriting skill under the direction of the legendary David Ogilvy. That man is none other than David Deutsch, world-renowned freelance copywriter for large Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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publishers such as Boardroom, Phillips, Agora, and KCI, and author of the best selling business creativity system, THINK INSIDE THE BOX!

Yanik Silver Just 31 years old, Yanik Silver is recognized as the leading expert on creating automatic moneymaking web sites... and he's only been online fulltime since 2000! He is also a highly sought after speaker, and seminar leader, and is universally respected for his ability to write winning campaigns that repeatedly spin swift fortunes for his partners and clients. Attendees regularly pay up to $4,995 to learn his secrets.

Alan Forrest Smith Alan Forrest Smith has quickly built a very strong reputation for himself as an e xtraordinary copywriter, top-drawer marketing consultant and seminar lecturer. He's known for his outstanding ability to create market differentiation for his clients. Those lucky enough to work with Alan routinely fork out $5,000 for a single coaching session and up to $25,000 for a sales letter, due to his proven flair for positioning them as the only viable solution in a carefully defined target market.

Timothy Warnock Hidden in the hills of Assisi Italy... a new copywriting samurai is online, silently overthrowing copy controls in his wake. Profit storms follow Tim like a shadow, and even worldclass copywriters routinely hire him to deliver results. Profits for merchants and affiliates alike are soaring to new levels with Tim's help. Even veteran online affiliate marketers Allan Gardyne (associateprograms.com) - who has Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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promoted hundreds of offers over the years, saw his all-time affiliate CR% records conquered by one of Tim's letters. (Side note: I had heard some wild stories that one of Tim's letters was producing, so I secretly put him to the test in the real market, by sending some traffic... "Oh My"... the rumors were true... 7.46%!)

Harlan Kilstein Hypnotist, NLP practitioner, Golf Coach, Harvard graduate, "COPYWRITER" Harlan Kilstein is the silent stealth weapon behin d some of the HOTEST direct response campaigns on recent record. Faster than a speeding bullet, accurate as a heat seaking missile, and productive as a box car full of TNT, "the Dr's" slamming copy zeros in on your emotional hot buttons and pushes them like crazy! His uncanny ability to write covertly persuasive copy that slips under the prospect's sales resistance radar is quickly establishing this brilliant writer as one of the fastest rising young stars in history. Even super savvy marketing giants like Jay Abraham, T. Harv Eker, and Stephen Pierce sneak him in through the back door to juice their results, when no one is looking...

John Forde Over the past 14 years, John Forde has cranked out countless million dollar controls across the financial, health, and travel industries. He's known mostly for his deeply researched, detail-rich copy, his easy-going style, and for being a quick study. But he credits most of his success to his mentors and models of inspiration, including some of the copywriting illuminati interviewed in this edition. John has also organized and run dozens of intense, private copy training "bootcamps" of his own, often for 200 and 300 marketers at a time, in the U.S. and overseas in London, Bonn, Paris, and Warsaw. He's been a leading consultant, especially for products in the publishing and newsletter industry. Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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Clayton Makepeace They call him the "Master Closer In Print" for his innate ability to transfer the craft of the super salesman to the printed word, multiplying its power a million fold. For over 33 years now, Clayton Makepeace has written million dollar controls for Boardroom, Phillips, Rodale, Weiss Research and many other top direct marketing firms. Those fortunate enough to forge business relationships with Clayton have seen their marketing strategies fortified, and their sales copy strengthened to the tune of well over a billion dollars throughout the span of his brilliant career.

Mark Joyner Mark Joyner is widely recognized as one of the early pioneers of Internet Marketing and is responsible for introducing many of the technologies and tactics you see used on the Internet today (most notably e-books, remotely hosted ad-tracking, and integration marketing). His breakthrough marketing tactics and exemplary copywriting skills have been the driving force behind many Top 100 web properties, and have turned his fledgling one-man operation into a multi-million dollar international corporation with customers in every Internet-connected country on the planet. Mark recently sold his web business off for over $4 million and today concentrates on his writing and philanthropic works.

David Garfinkel David Garfinkel is a business mentor and educator, author, speaker and copywriter. Former San Francisco Bureau Chief of McGraw-Hill World News, David began studying advertising copywriting


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to sell his first self-published information product over a decade ago. Since then, he has written ads, sales letters and Web sites that have brought in millions of dollars of sales. Guerrilla Marketing author Jay Conrad Levinson says, "David Garfinkel is the best copywriter I know." Many people also consider David the world's leading teacher of copywriting, because of his unique methods and unusual perspective.

Bob Bly Bob Bly is a freelance copywriter specializing in direct marketing. He earns more than $600,000 a year from his freelance copywriting, and became a self-made multimillionaire while still in his 30s. A copywriter for more than a quarter of a century, Bob has written promotions for over 100 clients including Phillips, Agora, KCI, 21st Century, Weiss Research, EBI Medical Systems, Sony, IBM, AT&T, Grumman, Crain Communications, McGraw-Hill, IBM, Intuit, and AlliedSignal. Bob is the author of more than 60 books including The Complete Idiot's Guide to Direct Marketing, and The Copywriter's Handbook, and has also appeared as a guest on dozens of TV and radio shows including The Advertising Show, Bernard Meltzer, CNBC, and CBS Hard Copy.

Scott Haines Scott Haines is a direct response copywriter and marketing strategist who's been a "go to guy" for many of the top marketing gurus in the world, such as: Gary Halbert, Jay Abraham, Robert Allen and others. He's sought out, because, it seems he has an unusual knack for creating sales letters and ads that pull in monstrous responses for ultra-expensive products and services. $2,000 information products. $5,000 seminars. $10,000 personal services. I doesn't matter. Scott seems to always find the right "hook" or "angle" to move these goods fast... and... create massive windfall profits for his clients. Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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Michel Fortin For over 15 years now, Michel Fortin has been cranking out explosive sales copy. If you've been browsing the web for any length of time, watching late-night TV infomercials or reading direct marketing offers in the mail, t hen you've seen his work. All told, Michel's highly profitable sales copy has been instrumental in generating well over $50,000,000.00 in sales in close to 200 different industries. Michel wrote John Reese's Traffic Secrets salesletter, which sent shockwaves across the Internet as it broke previous sales records selling $1,080,496.37 in just 24 hours. That's over a million dollars in one day!

Little Known, Under The Radar Copywriting Short Cuts and Hidden Persuasion Principles REVEALED... These Exclusive Interviews, Lessons, and Tutorials Will Quickly Show You... •

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How to harness the power of sub vocalization to develop an immediate and blinding rapport with your prospects.

How to "manufacture" a killer USP (Unique Selling Proposition) o ut of thin air, even if your product is a shameless knock off. How to r esearch any produ ct or market at breakneck speed, pinpo intin g core buyer beliefs, feelings, and desires, with an almost psychic accuracy.

How to brainstorm for that killer ho ok, virtually guaranteeing your copy jumps off the page to mesmerize anyone with a pulse and the ability to buy your product. How to o rganize y our tho ughts i nto the perfect outline, so your sales letters virtu ally write themselves... and all of your selling s tories, facts, arguments, f eatures, benefits, emotio nal appeals, pr emiums, guarantees, and cl osing sentences reinfo rce each ot her for maximum response. Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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How to repeatedly ignite your own internal passion and enthusiasm for what you're selling AT WILL, so it rages rampant throughout your copy, and infects your prospects with the "buy now" bug.

How to know w hen to use a multi -step campaign, or go for the ju gular strai ght away wit h your adverti sing .

What to watch for when editing, and how to make your copy easy to read and understand. How to m ake yo ur copy believable. Your own personal convict ion is crit ical, but these subtle secrets will get your readers to dr op their defenses com pletely, and really tru st you .

The 3 most powerful human motivators of them all, why they work so well, and how to apply them in your copy. Which elements of your ad shoul d you spl it test fi rst? The headline is a given, but some of the other hot spot s these masters zero in o n are sure to surp rise you.

And Much, Much more...

Clayton Makepeace , Frank Irving Fletcher, George Lewis Dyer, Joe Vitale , Bruce Barton, Theo MacManus, John Carlton , James Wallen, Claude C. Hopkins, Alan Forrest Smith , Richard A. Foley, Scott Haines, J. George Frederick , Timothy Warnock , Kenneth M. Goode, F.R. Feland, Yanik Silver , J.K. Fraser, Charles Addison Parker, David Deutsch , Christine Frederick, O.A. Owen, Joe Sugarman , Harry E. Cleland, Wilburt E. Nesbitt, Dan S. Kennedy , Harry Tipper, David Garfinkel, Helen Woodward, Peter Stone , John Starr Hewitt, Arthur Holmes, Bob Bly, Humphrey M. Bourne, Harlan Kilstein , Ruth Leigh, Mark Joyner, John E. Kennedy, John Forde


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"Masters Of Copywriting 2006" - Over 843 Years Of Combined Direct Response Marketing Experience Says Your Toughest, Most Vexing Marketing Problems Are About To Be Solved, Right Here, Right NOW! From The Desk Of Daniel A. Levis Re: Masters Of Copywriting 2006 Dear Marketing Opportunist, 6 MONTHS FROM NOW, TOPS, you could easily join the ranks of the full time copywriters and marketers who consistently bag blockbuster results from virtually every piece of copy they write... Or you could still be scratching your head, wondering why your ads, sales letters, and emails fail to bring back the hordes of cash you crave... The choice is yours. What you are about to discover, right here on this website, can make that difference. But what's even more important is the incredible leverage you'll enjoy. You can attain massive levels of income without employees, without capital, and without the hassles that go along with operating a traditional business, when you have this knowledge. You can chose to live wherever you please, move wherever you want on a whim, and travel extensively without missing a beat. That's how powerful this really is. Let me tell you the story... For years I made my living in face to face selling. Office politics, bone headed sales managers, the daily commute. The money was great, but the lifestyle sucked. Until one day. That's when I discovered I could sell things in absentia (without being there). I could send my words, and that was enough. Immediately my life changed.


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"Could I have stumbled upon the philosopher's stone?" The philosopher's stone is like gold you know. Actually it's even better. Gold is a means to all wealth, but the philosopher's stone is a means to all ends, a universal means. And it's lying around for the taking. All you need to do is recognize it, and learn how to use it. It's a common substance, found everywhere but unseen and unappreciated. Needless to say I made a resolve to learn all that I could about this philosopher's stone. If there was a book on copywriting, I bought it, and devoured it. And here's what I discovered.

A Single, Simple Secret Of Wealth... There are no new ideas, only new combinations of old ideas. The same immutable laws of human nature have lurked behind every event, every human action, and thought, regardless of external circumstances since the dawn of time. Once you accept this fact, everything changes. You no longer struggle with creativity, or blindly imitate. Your mind is free to see past the veil of time and circumstance... right to the core of things. Now you mold and adapt with the greatest of ease, because you've finally found those common underlying threads that have existed all along, hidden from view. It's what Dan Kennedy calls "finding the commonalities". Flash back to 1924... you're thumbing through the Times, scanning the headlines, when this one jumps off the page and grabs you by the throat...


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"This is Marie Antoinette Riding To Her Death" You don't know it yet, but just the day before... you met the man behind the headline over a Cuban cigar and a glass of port. It was in a cafe off Fifth Avenue, in the silk stocking district of Manhattan. At that very meeting, you and a young Bruce Barton both took your place in history... by agreeing to take part in a controversial experiment called "Masters Of Copywriting"...

Of course Bruce Barton and O.A. Owen were just two of the contributors J. George Frederick called in for the original "Masters Of Copywriting". There were 25 in all, people like Kenneth Goode and Charles Addison Parker... all of the brightest minds of the day. Details are sketchy, but rumor has it J. George worked along side John E. Kennedy at Lord & Thomas in the heady early days of "reason why". Flash back again to 1906... you're cloistered in the Fairbanks Saloon, sipping fine French Cognac. The gentlemen across the table retorts, "J. George, what do you think of all this 'reason why' propaganda?" "Oh to be a fly on the wall at Lord & Thomas right now", he stammers. "I've heard Kennedy's latest campaign brought 1547 INQUIRIES... in the first 7 days!" You choke on your Cognac and sputter... "What is i t about this 'reason why' that's fulfilling these men with such intoxicating wealth?"

Kennedy mysteriously disappeared later that year at the height of his success. Nobody knows quite why, but Lord & Thomas didn't hesitate to fill his shoes with another "reason why" disciple by the name of Claude C. Hopkins... at $185,000 a year! That's when $1 was worth $11.

"Is It Immoral To Make Money This Easily?" Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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Indeed, what were the secrets behind "reason why"? And how do modern day rainmakers go about "finding the commonalities"? I'll give you some clues... The original Masters Of Copywriting text begins by taking you on a fascinating magic carpet ride across the advertising sands of time, dating back 25,000 years to the caves of France, through ancient Babylon, Egypt, Greece, Rome, and the Dark Ages... from the town criers to handbills and medieval publicity stunts... from newspapers and periodicals to the coffee house haunts of the first Admen of the 18th Century... from Ben Franklin's "General Magazine", to Bonner and Barnum... from patent medicine and the nostrums to "Printer's Ink"... from Albert Lasker and Lord & Thomas to John E. Kennedy and the birth of "reason why"...

And then you'll discover... Frank Irving Fletcher •

How to convey more meaning with fewer words and use white space effectively. (Page 47)

George Lewis Dyer •

How to inject character and personality into your copy to grab readership and response. (Page 56)

Bruce Barton (the seminal origins of his best selling work "The Man Nobody Knows") •

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How to infuse a piece of copy with "human interest" and boost replies 8 times! (Page 63) Three little known response-boosting secrets that built untold fortune. (And how to draw from a vast "virtually untapped" storehouse of powerful examples of these potent principle s...) (Page 64) How to expand sales cheaply and profitably by cooperating with your competition. (Page 68)

Theodore F. MacManus Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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“Masters Of Copywriting 2006” – Sample Interview •

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Should you appeal to virtue or vice in your copy? Which system yields the more profitable result? (Page 73) How to use the power of suggestion to inspire trust, and an aura of quality and sincerity that automatically inspires sales. (Page 79) How to float "artless" suggestions that are accepted without resistance or resentment. (Page 79) How to create mental anchors in t he minds of your buyers, while building long-term good will and reputation... (Page 83)

James Wallen •

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Who was it that said, "reasons come afterward, but at first a thing pleases or shocks me without me knowing the reason", and why is this idea so critical to producing profitable advertising? (Page 89) How to make your copy more alluring... by borrowing the emotion arousing tricks of the great novelists. (Page 92) How to forsake the realm of fact to better tell the truth... why facts tell and stories sell. (Page 95)

Claude C. Hopkins •

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The astonishing billion-dollar secret a 12-year boy learned selling silver polish door to door. (Page 111) Three elements most often overlooked when offering inducements, but proven to unlock increased response... plus a way to describe a premium that boosts replies 4 fold! (Page 112) A deceptively simple trick for generating double-digit response with multi-step campaigns... and why never to talk mechanics with women. (Page 113)


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How an inexpensive piece of "theatre" brought one hundred thousand women through the door in just one week... to buy vegetable shortening! (Page 113)

Richard A. Foley •

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How to dig for the "story" in a product or service. (Page 132) How to create a perception of naturalness and sincerity by replacing adjectives with verbs. (Page 138) How to plant the urge to buy now through suggestion versus blatant command. (Page 139) Three response killing things to avoid in your copy, and why hard writing, makes easy reading. (Page 142)

J. George Frederick •

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How to make facts interesting. (Page 148) 76 qualifying questions to draw your attention to the particulars of any selling situation. (Page 150) The 12 critical things you must understand about your buyer before writing copy. (Page 155) 10 advertising copy tests. (Page 156) 6 research angles to determine how to best position a product, and how to shape it to better-fit market conditions. (Page 157) How to rank selling appeals in order of buyer importance. (Page 162) 16 copywriting strategies, and how to use them to win wider distribution. (Page 168)

Kenneth M. Goode •

Why copy is the engine of marketing, not research, not placement, not graphic design, copy! (Page 183)


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How much are you really paying per word to reach your market? (Page 185) Why successful copy is like good golf... and how to step out of your ego when writing it. (Page 190)

F.R. Feland •

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3 ways to get more of your copy read. (Page 195) The one emotion you should always give the imaginary prospect sitting across the desk from you. (Page 200) How to harness the power of controversy in your headlines. (Page 202) How to use "telegraphing" to draw more readers into your ad. (Page 203) The three classes of goods and how to approach each with your copy. (Page 204)

J.K. Fraser •

46 copy don'ts. (Page 207)

Charles Addison Parker •

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The essence of honest "hype". What it is, and why it sells. (Page 211) Give them this in the first 20 words, and you'll have them glued to your sales letter right through to the P.S. Find out what it is on Page 218.

Christine Frederick •

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Is there such a thing as an average women...? How can you know her? (Page 228) How to portrait women effectively in advertising. (Page 231)


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How to get existing customers to place large orders and re purchase more frequently. Women in particular are red ripe for this. (Page 236)

O.A. Owen •

11 ways to make your copy more believable. Use these little known tactics to slip under your buyers "tripe" radar. (Page 245)

Harry E. Cleland •

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How to appeal to the emotions in technical copy. (Page 265) Why the element of surprise is your secret weapon when selling to businesses, and how to use contrast to drive home ideas. (Page 266) The very first place you should look for appeals that will motivate business buyers. (Page 266) 5 response-killing bugbears to look for when editing technical copy. (Page 267) How to make your headlines spring to life with imagery. (Use this secret, and your reader can't help but visualize the object of his or her desire in your copy almost instantly!) (Page 268)

Wilbur D. Nesbitt •

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How to use drama, color, word pictures, and history to secure the readers attention. (Page 275) How to generate interest by projecting your own sincerity, and conviction onto the page. (Page 276) How to use a series of congruent ads effectively to ratchet up your conversion rate. (Page 278) How to pump contagious belief into your writing... giving your advertising a friendliness that begets trust... (Page 282)

Harry Tipper Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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4 elements of productive copy... as vital as earth, water, fire, and air... but frequently overlooked. (Page 290)

Helen Woodward •

3 secrets to selling books on installment that made Mark Twain a best seller... (Page 303)

John Starr Hewitt •

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4 essential tools for the copywriter's workbench. (Page 314) How to read public opinion and current events into your copy to boost replies. (Page 317) How to rivet your reader's attention, bringing mundane details to life with poetry, romance, and drama. (Page 319) What does sub-vocalization have to do with copywriting? Everything if you want to snuggle up to your reader's ear... and glide your sales message home instantly. Find out how on Page 323.

Arthur Holmes •

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How to capitalize on the fundamental law of man's psychic nature. (Page 328) 2 involuntary impulses of the eye that you can use to attract immediate attention to your sales message... and the secret to holding that kind of attention once you've got it. (Page 333) Why human instincts respond to "objects of certain class"... and how the point of your pen can prick them to active life.

Humphrey M. Bourne •

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Do you need a picture with your headline? Take the page turning test on page 349. The secret ingredient to slip into your lead (opening paragraph) found on page 352 that builds trust instantly... hint, it also un sells her on what she's doing now as an added bonus! Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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Ruth Leigh •

9 secrets of successful retail advertising. (Page 359)

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And much, MUCH, more!

"I Am AMAZED At The Quality Of This Resource!" I am pr esent l y i nvol ved i n two bi g copywr i t i ng pr oj ect s; one ai med at sel l i ng hundr eds of pi eces of medi cal equi pment at $70, 000 each, and t he ot her ai med at per suadi ng mi l l i onai r es t o pl ace t ens of mi l l i ons of dol l ar s i n sever al di f f er ent oi l and gas devel opment pr oj ect s. Wi t hout doubt , MASTERS OF COPYWRI TI NG has hel ped me wr i t e t hese l et t er s and hel ped me make t hem mor e power f ul , mor e per suasi ve, and mor e compel l i ng. The i nsi ght s of Br uce Bar t on and Theodor e MacManus al one ar e wor t h 100 t i mes what you char ge. - Russel l J . Mart i no Ph. D.

OK, there you have it, 26 old masters with lessons galore to make you a better copywriter, and exclusive interviews with 16 of the most brilliant wordsmiths alive!

What you've seen so far is just a small sampling of what a select group of shrewd young Turks have already discovered... I invite you to join this privileged group. I invite you to fill your mind with the amazing insights contained in "Masters Of Copywriting 2006" today for just $197. That's a real bargain for over 600 pages of high-octane marketing strategies from 42 of the "top-money" marketing minds of all time, don't you agree? There's just nothing else with the depth, breadth, and girth of this package anywhere at anything close to this price... certainly nothing with its power to repeatedly give you the inside track in the world of direct response. Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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How much would it cost you to buy materials from each one of my superstar marketer friends to learn the secrets they reveal in these exclusive interviews? You could easily spend twenty times the price on that alone, and you still wouldn't have the original "Masters Of Copywriting" manuscript.

But wait a minute... Be one of the first "Masters of Copywriting 2006" ninjas to hop on board with this brand new edition, and I'll spot you the first $70. So instead of you paying the already low regular price of just $197, you walk away with everything we've talked about for the incredibly low investment of just $127! And that's not all...

Grab Your Copy Today And Get These 8 Big Extras! Big Extra #1 "Reason Why Advertising" (A $29 Value) Here's the bizarre note John E. Kennedy sent up the stairs to Albert Lasker of Lord & Thomas in 1905...

John Kennedy's timeless "Reason Why Advertising" has launched a thousand fortunes. It's long out of print, and difficult to find... but you can download your copy in pdf format right here, and start reaping its timeless wisdom by this time tomorrow.


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Big Extra #2 "Yanik Silver Exposed" (A $37 Value) Discover the behind the scenes facts surrounding Silver's shocking Public Domain Goldmine money grab in this exclusive 42-minute audio interview on mp3. Learn the astonishingly simple secrets this modern day Houdini used to levitate more than $44,000 out of his grateful clients pockets in less than 24 hours. Incredible!

Big Extra #3 "Copy Critique Certificate!" (A $300 Value) You've just finished giving blood at the keyboard. Does your copy need a cold, hard, expert stare before you invest in media? Or maybe you've got a piece that's already falling flat? Either way - let me pour over your copy and point out areas of weakness, and give you ideas to strengthen its pulling power. I'll give you a fully baked 3 page Executive Summary full of conversion inducing tips that will increase your sales, sometimes dramatically...! If your copy receives wide exposure, that could easily mean thousands of extra dollars in your pocket, couldn't it?

Big Extra #4 "Brand Savvy Direct Response!" with Alan Forrest Smith (A $29 Value) Crazed hairdresser turned copywriting hired gun reveals his devastating USP secrets. How to instantly differentiate your business for blockbuster results... This 60-minute audio interview on mp3 lays bare the high impact differentiation style of top copywriter Alan Forrest Smith. Listen in as Alan discusses his simple but highly effective tactics for concocting unusual promotional cocktails that blend brand advertising with direct response.


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Big Extra #5 "Interview With Peter Stone" (Priceless) Here's what Jim Van Wyck had to say about this interview. "Tiger Woods has ordinary days on the golf course, days when he's really hot, and then there are the rare times when the Golfing Gods touch him... and those rare moments are transcendent times. May I humbly suggest Peter Stone had "one of those days" last Tuesday? It's the best hour I've ever heard on "The Inner Game Of Copywriting".

Big Extra #6 “Beyond Marketing Mind Control” Interview with Mark Joyner (A $47 Value) You now have 3 seconds to make the sale! Here are the new facts you need to know… Veteran Internet direct response tactician Mark Joyner unfolds the bold new strategies of ‘The Irresistible Offer”, which are the antithesis of those put forward in his best-selling landmark treatise “Marketing Mind Control”. Join Mark and myself as we discuss his brilliant new insights for combating the growing attention deficit crisis that threatens to consume marketers who fail to adapt to a brave new world where the sum total of human knowledge is doubling every year.

Big Extra #7 "b2b Bonanza with Bob Bly" (A $39 Value) Be a fly on the wall while I grill Bob privately for 45 minutes, specifically about copywriting in business-to-business markets. You'll learn what it takes to market in this space with supreme competence and confidence... expanding your influence... and grabbing more than your fair share of this amazingly lucrative $6.5 trillion market. Discover the million-dollar secret to out-marketing 99% of your competition with amazingly effective low cost guerilla marketing strategies that fill your lead sheets with HOT, cash-in-hand prospects for lucrative b2b products and services.


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Big Extra #8 N E W ! "A Million Dollars in 1 DAY" (A $47 Value) 72 minutes of intense no-holds-barred tactical wizardry from Michel Fortin, one of the most prolific and talented young writers on the planet! Unleash the forbidden secrets that allowed a simple two page website to extract over a million dollars in online sales in just 24 hours ... Michel rarely grants interviews, so this special additional bonus interview is especially valuable. The response boosting insights he reveals freely on this one of a kind mp3 recording are a dead lock cinch to rocket your sales and profits!

Here's exactly what you get... •

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The 393 pages of response boosting copywriting secrets contained in the original "Masters Of Copywriting" text (pdf). This is the exact 'sacred text" others have gladly paid hundreds for, not one in a thousand marketers even knows it exists! The fully searchable "Masters Of Copywriting 2006" interviews with John Carlton, Dan Kennedy, Joe Vitale, David Deutsch, Joe Sugarman, Alan Forrest Smith, Timothy Warnock, Harlan Kilstein, John Forde, and Clayton Makepeace (pdf). Believe me, dragging this kind of talent away from operation money suck long enough to extract these exclusive interviews was tough. What they have to teach you can give you an unfair advantage in the world of direct response. I guarantee it!

...plus these 8 big extras worth $528! •

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Big Extra # 1 - "Reason Why Advertising" by John E. Kennedy (pdf) Big Extra # 2 - "Yanik Silver Exposed" (mp3)


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Big Extra # 3 - "Copy Critique Certificate" (pdf) Big Extra # 4 - "Brand Savvy Direct Response" with Alan Forrest Smith (mp3) Big Extra # 5 - "Interview with Peter Stone" (mp3) Big Extra # 6 - "Beyond Marketing Mind Control" with Mark Joyner (mp3) Big Extra # 7 - "b2b Bonanza" with Bob Bly (mp3) Big Extra # 8 - "A Million Dollars in 1 DAY!" with Michel Fortin (mp3)

"Put It To The Proof, And Then Decide" By now, you've probably convinced yourself there's serious money to be made with the wealth of ideas, insider secrets, and expert insights contained in this truly unique package. It's absolutely true. I've personally netted many thousands in additional profits... as a direct result of what you are about to discover. Obviously I can't be certain you'll do the same. I don't know you. For all I know, you may not make a single dime. So let's do this. Take 'Masters Of Copywriting 2006" for a no-risk test drive... and prove these secrets will work for you.

Click Here For Instant Download At my insistence, you have an ironclad 90-day guarantee of satisfaction... and I want you to understand something. I'm not talking about a guarantee you should question. Some people selling online would like you to believe they're actually reversing your risk by offering a 30-day or a 60-day guarantee. What a joke. Is 30 days, or even 60 days anywhere near enough time to find out if you're going to actually see meaningful results in your bank account? Of course not, that's why I'm giving you a full 90 days to try this Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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out. Put it to the test. Take some of the secrets revealed in this huge package and implement them. See for yourself how easy it is to rake in cash with this stuff. If you don't see meaningful results in your bank account as a result of it, get a refund. And don't take my word for it either that I'll cheerfully refund your money if you can't do it for some reason. Even if I were a slime ball con artist or fly-by-night operator (believe me, the net's full of them), it wouldn't matter, because it's not me who would be refunding you the money anyway. I use clickbank as my secure payment processor, because I want you to download with total confidence. If you figure this information isn't right for you, getting your money back is as easy as sending a single email to [email protected]. They'll initiate a refund instantly, in full (including any local taxes), no questions asked, and that's the way I want it. Heck, I'll even let you keep all of the free bonuses for your trouble. The absolute worst thing that could happen is you'll come out $528 ahead! What could be fairer than that? On the other hand, if you're one of those Lookey-loos who reads a sales letter and gets all excited because you think you're somehow going to instantly get rich just by buying this product without doing anything with it, I'd rather you didn't. Go buy a lottery ticket or something.

Click Here For Instant Download Listen, you don't have to strap on a set of six shooters, or face a hostile mob to become a hero. Picture the smiles of appreciation your family will reward you with when they begin to enjoy the new lifestyle this knowledge can afford you. Just imagine the looks on your friend's faces. If you're ready, "Masters Of Copywriting 2006" will put the philosopher's stone in the palm of your hand... a means to all ends... the key to all you seek and desire. Do you see the power of what I'm saying? You're onto something more exciting and more gratifying than I can describe in words here. You've been looking for strong medicine, real secrets... true inspiration... here it is! It's time to ignore all of the shallow gimmicks Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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and plough your attention into the one skill that will finally make every single facet of your business click, once and for all!

Click Here For Instant Download

'Tap The Brains' Of The Greatest Master Copywriters Of All Time To Cut Years Off Your Education Right NOW! The way I see it, you've got two choices. You can continue to struggle along on your own, taking tips here and there along the way, or you can tie in to the most powerful copywriting secrets of all time, in one fell swoop. You're writing copy for one reason, to generate wealth, and having these world class geniuses by your side is the best assurance and biggest time saver you'll find anywhere on your road to success. Why struggle, when you can scoop up loads of street proven insights gleaned from over 843 years of combined "in the trenches" experience all in one place? It's right here in this one-of-a-kind package. You'll be able to tap the brains of Dan Kennedy, John Carlton, Bruce Barton, Claude C. Hopkins and 38 more master copywriters at a moment's notice... and milk their ingenious response-pulling secrets for all their worth. Sincerely,

P.S., A special section for the Lookey-loos reading this... You have no valid reason not to try this. Won't it be nice to live your without all of these problems? "I don't have $127" (You waste this much money every month! Borrow it if you have to and let's get going...) Levis International Marketing http://www.Advertising-Online-Strategies.com All Rights Reserved

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"I'm too busy" (Too busy doing what? Keeping your head above water and waiting for success to find you?) "It won't work for me" (That little voice inside your head is the very thing you must defeat to become successful. It's what's holding you back. Give yourself the benefit of the doubt, because I'm taking all of the risk here. You might just surprise yourself.) Download this exciting package today, while it's fresh on your mind...

Click Here For Instant Download "Daniel, you've done an admiral job of getting some of the gritty, organic thinking processes that really skilled copywriters have in their heads when they sit down to write. Timothy Warnock, for example - I didn't even know who the guy was. Great interview though - and his take on Sigmund Freud was right on the money." Perry Marshall www.perrymarshall.com "I love to study other successful people and learn their innermost secrets. Daniel proves he's better than Dr. Phil, Oprah, and Jerry Springer combined in getting a number of top copywriters to let it all hang out " David Garfinkel www.world-copywriting-institute.com "It's funny, I made the kind of boneheaded move I ussually warn my subscribers about. You see, as soon as I opened the main ebook, I realized I already have it. Joe Vitale gave me a copy when I spoke at his Hypnotic Selling Secrets workshop. But I'm not asking for a refund because the bonuses are worth what I paid for the entire package. This is an excellent deal and I'd be happy to promote it to my customers and subscribers." Bill Hibbler www.EcommerceConfidential.com Tips, Tricks, and Brutally Honest Product and Service Reviews "Well you've gone and done it again. You've put together nothing short of a masterpiece. As a full time Internet marketer for the past 9 years I am always looking for new ideas to help keep my copywriting skills razor sharp. In just one sitting I found idea after idea after idea. Thanks for putting this package together, and thanks for giving me tools that will be of use to me today, tommorow, and even years down the road." Frank Garon http://www.InternetCashPlanet.com


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Masters of Copywriting_Sample Interview.pdf

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