Ad Writer’s Arsenal


45 Super Weapons To Help You
Create World-Beating Ads

In this issue:

  • My 6 favorite free sources of brilliant ad-writing advice …
  • The single best way I know to get a rock-solid foundation in the art and science of writing great ads …
  • 9 classic books that every businessman, marketing executive and copywriter should read every year …
  • The single best way I know for copywriters, copy chiefs and entrepreneurs to produce stronger ad copy …
  • PLUS how I multiply the selling power of my ads by targeting prospects’ 29 most powerful emotions.

Dear Business-Builder,

Since we began publishing this eLetter in June, readers have sent me thousands of emails with suggestions for articles and questions about the specific issues that concern them the most.

Today, I’m going to answer the two questions I get asked most often:

  1. “What do you recommend I read to strengthen my ad-writing skills?” and …
  2. How can I better identify the emotions my prospects already have that could push response to my direct mail, Internet, print, TV and radio ads over the top?”

In a very real way, the answers to these questions are the super weapons of direct response marketing: Together, they give you an astonishingly powerful arsenal for producing world-beating ads.

Frankly, I envy you for having these amazing resources available to you. I would have sold my soul for this stuff when I was starting out. But for you, most of these power tools are free … and the rest are a screaming bargain …

Super Weapon #1:
You ’re looking at it right now –
THE TOTAL PACKAGE

In my subjective, completely biased opinion, THE TOTAL PACKAGE is hands down the greatest free resource available to business owners, marketing folks and copywriters on the web today.

Why am I so proud of THE TOTAL PACKAGE? Simple: It’s the only eLetter on the entire World Wide Web that delivers these three valuable benefits to you:

  1. You Get Real-World Response Boosting Strategies: Many eLetters on marketing and ad writing are edited by self-proclaimed experts who do not and have never produced marketing results that hold a candle to ours – or worse: who make a living by teaching – not doing.

    In THE TOTAL PACKAGE, you get the practical, real-world tips, tricks and techniques that are boosting response for me – a working marketing advisor and copywriter … right now … in the real world.

  2. You Get The Unvarnished Truth: Some of the stuff I see marketing and copywriting gurus saying about their ideas and techniques is just silly.

    One guy claims to be the greatest in America. Another one claims to be the greatest on the planet. Yet another claims to be the greatest in the history of the universe since the Big Bang.

    Many claim that their “ideas never fail.” Well, let me tell you: Even the most brilliantly conceived sales campaigns and copy DO fail at times.

    Here at THE TOTAL PACKAGE, we respect your intelligence. We never claim to be the best or the smartest, the best-looking or the snappiest dressers, and I delight in recounting how the spankings I’ve been given over the years have helped me – and could help you – get bigger winners, more often.

  3. You Get Tremendous Value: When I was planning our recent teleseminar series on how to build a profitable copywriting business, friends sent me links to several websites selling seminars on the same subject … one for as much as $10,000.

    By contrast, I priced my teleseminar at just $299 – 97% LESS. And not only did attendees get the five hours of coaching and free business building guides we promised them, we over-delivered by an order of magnitude!

    First, we extended the length of most of our sessions to 90 minutes. Then, we added a sixth 90-minute session for free. And finally, we gave attendees not one, but three valuable, unadvertised bonus gifts – again, for free.

    BOTTOM LINE: When we offer you practical tools – books, courses, teleseminars or anything else – you can be sure that they were created to actually deliver a real, measurable boost in response to your direct mail, Internet, print and electronic sales messages – and to do so at a reasonable price.

So, if you’re reading a friend’s issue and haven’t yet subscribed yourself, just CLICK HERE to get your own free issue of THE TOTAL PACKAGE every Monday.

And if you’re enjoying your subscription to THE TOTAL PACKAGE, why not tell your friends and associates about us? Just send an email to everyone you know who runs a business … works in marketing … or writes copy – and invite them to visit our sign-up page: http://www.makepeacetotalpackage.com.

Super Weapons #2-6:
Get tons MORE response-boosting insights for free

While I’m extremely proud of THE TOTAL PACKAGE, I’m also delighted and amazed at the brilliant response-boosting ideas I get regularly from people I admire.

Take Gary Bencivenga, for instance. Gary has often been called (by others; never by himself) “The greatest copywriter alive.” He’s also a prince of a guy.

Although Gary and I both wrote scores of direct mail promotions for Phillips Publishing, Boardroom and other health and financial publishers in the 1990s, we were never really “competitors” – because both of us did our dead level best NOT to go up against each other’s controls!

At Gary’s “Retirement Party” this year – and also in a TOTAL PACKAGE interview we hope to publish in the next week or two – Gary says the first question he asked clients when considering a new assignment was, “Did Clayton Makepeace write the control?” If the answer was “Yes,” Gary refused the assignment.

Fact is, I did exactly the same thing – and so we spent the last two decades studiously avoiding every opportunity to compete with each other. You get bigger winners trying to beat weak controls than strong ones.

No business owner, marketing exec or copywriter worth his or her salt would even consider missing a single issue of Gary’s brilliant eLetter, BENCIVENGA BULLETS. So if you’re not already a subscriber, just CLICK HERE.

And while you’re online, you should also claim your subscription to the eLetters offered by Gary Halbert and John Carlton. Both of their letters contain excellent tips for creating powerful ads, and neither will cost you a red cent.

Also: I’d strongly recommend that you sign up for the free eLetters offered by Dan Kennedy and Jay Abraham. Each claims to be the greatest marketing genius and/or copywriter ever. And each charges truly obscene prices for their books, courses and seminars. But don’t let their hype and the high cost of their products put you off. Their free e-zines are extremely helpful.

Super Weapon #7:
Get a rock-solid foundation
in the art and science of writing great ads

If you work in any aspect of marketing … if you own any kind of business … or even if you’re just beginning to plan your own business … and hope to make sales over the Internet, with direct mail, or in print, TV, or radio ads…

Michael Masterson’s course, the Accelerated Program for Six-Figure Copywriting is by far the finest grounding available in the art and science of writing effective ad copy.

As I’ve mentioned many times before, I often hire and mentor beginning copywriters to help me on direct mail, web-based and print promotions for my clients. I’m keeping six of them hopping right now – and every one of them began their copywriting careers by completing Masterson’s course.

And you DO NOT have to be a copywriter to make this remarkable course worth many times its $507 cost! Masterson’s course should be required reading for ANYONE who works with ad agencies or copywriters … and especially for business owners and marketing people who write their own copy!

Just CLICK HERE to get Michael Masterson’s Accelerated Program for Six-Figure Copywriting and to subscribe to the American Writers and Artists Institute’s free eLetter, The Golden Thread.

Super Weapons #8-16:
Buy and study the world ’s greatest advertising classics

These are the books that got me off on the right foot so many moons ago – and that I insist my copy cubs read and re-read today …

  • Successful Direct Marketing Methods – by Bob Stone: This is the classic and constantly updated guide to how direct marketing works. I was fortunate to read this book very early in my career, and understanding these nuts-and-bolts principles has produced most of my biggest paydays.
  • Confessions of an Advertising Man and Ogilvy on Advertising – by David Ogilvy: These two books present an entertaining overview of the advertising world, and contain many penetrating and inspiring insights that will make you a better copywriter and a better businessperson.
  • Scientific Advertising and My Life in Advertising – by Claude Hopkins: These are the classic works by one of the greatest copywriters who ever lived. Though written in the 1920s, most of Hopkins’ ideas are still applicable – yet sadly, too often ignored – even today.
  • Tested Advertising Methods, How to Make Your Advertising Make Money, and Making Ads Pay – by John Caples: These three books by the man who wrote the famous “They Laughed When I Sat Down at the Piano …” ad are chock-full of valuable and vital information about improving your ads and sales letters. Well worth studying.
  • How to Write a Good Advertisement – by Vic Schwab: Another excellent book, full of great tips, tricks and insights.
  • Fund Raising Letters – by Jerry Huntsinger: The title sounds like it’s a collection of actual sales letters. Instead, it’s Huntsinger’s classic guide on how to write fundraising letters and contains some of the best advice about copywriting you’ll find anywhere.
  • The Copywriters Handbook – by Bob Bly: A terrific A to Z guide by my good buddy and fellow writer.
  • The Robert Collier Letter Book – by Robert Collier: Robert Collier was one of the pioneers of the direct mail business. And this book is chock-full of his timeless advice for writing effective sales letters.
  • Breakthrough Advertising – by Gene Schwartz: This book can be tough going – but if you can master it, the principles are solid gold.

Amazon.com carries most of these books. However, if you find one or more is currently out of print, you’ll probably be able to find them offered on E-Bay or through a used book seller.

Super Weapons #17-45:
29 powerful emotions your prospects already have –
and how they can multiply response to your ads

If you’ve been with me for more than a couple of issues, you’ve probably read one or more articles on how connecting with my prospects’ dominant resident emotions gives me a big edge over writers who focus only on the benefits a product provides.

I’ve been buried under a blizzard of emails asking, “How can I know how my prospect is feeling?”

My answer: It’s easy.

First, you can be sure that every customer or prospect you will ever talk to shares at least 10 common fears … 11 common frustrations … and 8 common desires …

10 fears every human being experiences

  1. Fear of the Unknown…
  2. Fear of Embarrassment …
  3. Fear of Failure …
  4. Fear of Poverty and Want …
  5. Fear of Loneliness …
  6. Fear of Dependence …
  7. Fear of Betrayal …
  8. Fear of Illness …
  9. Fear of Death …
  10. Fear of all of the above for people who are close to us.

11 frustrations that drive us nuts …

  1. Frustrated by feelings of Inadequacy…
  2. Frustrated by the feeling that we’re Inconsequential or Unimportant …
  3. Frustrated when we feel Unappreciated …
  4. Frustrated when we feel Powerless or Trapped …
  5. Frustrated when we feel Used or taken advantage of …
  6. Frustrated when we feel Oppressed …
  7. Frustrated when we feel Deprived of things that others enjoy or even take for granted …
  8. Frustrated when we feel Demeaned in key relationships and when others seem to take us for granted …
  9. Frustrated by constant feelings of Guilt imposed upon us by parents, religious institutions and even by our own expectations of ourselves …
  10. Frustrated with the feeling that life is going by too fast and that we’re not getting all we could be out of it.
  11. Frustrated with things that shouldn’t be difficult or time-consuming, but often seem to be true.

And each of us shares 8 common desires …

  1. To feel OK about our past and to find Justification or Forgiveness for past mistakes…
  2. To feel Free and in Control of our own lives …
  3. To feel Happy …
  4. To feel Alive, Excited and Exhilarated …
  5. To feel physically, intellectually, emotionally and spiritually Fulfilled …
  6. To feel accepted, respected, admired, needed, desired and Loved …
  7. To feel Successful …
  8. To feel Optimistic, even excited about our futures.

From the moment I begin thinking about writing a sales message until I hit the last keystroke, I’m constantly asking myself …

  1. How each of these emotions relates to my prospect’s life in general – and how, by acknowledging and validating them, I can make my sales message resonate at a visceral level…
  2. How each of these emotions relates to the benefits of the products or services and the free gifts I’m writing about, connecting each tangible benefit with an emotional benefit – showing how the tangible benefit assuages a fear, eases a frustration, or fulfills an emotional desire, and…
  3. How each of these emotions relates to my offer and the entire process of ordering – assuaging fears and easing any frustrations my prospect may have with similar offers he’s accepted in the past.

This is so crucial to the success of my direct response copy that I’m going to spend the three of the next four issues showing you exactly how I do it.

So stay tuned!

Yours for Bigger Winners, More Often,
Clayton Makepeace Signature
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE

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