For Sale: Dead Puppies
Old joke:
A guy has two daughters. One’s a perky little blonde - a cheerleader and a hopeless optimist. The other is a Goth: She’s dyed her hair black, painted her fingernails black, wears black lipstick, heavy black mascara and is a dyed-in-the-wool pessimist.
Wanting to show each of them a more balanced view of life, Dad hits upon an idea: He’ll give his little pessimist a pony - and he’ll present his optimistic daughter with a steaming pile of horse poop.
So when the little Goth comes home from school, Dad follows her to see how she’ll react to the pony he left for her in her bedroom. "Oh no - not a pony," shrieks the Goth. "This is terrible: I’m going to have to feed and water it every day, clean up after it every day – and someday, it’ll get sick and die!"
Shaking his head in bewilderment, Dad checks to see how his little optimist is reacting to the pile of manure in her bedroom. Sure enough – she’s dancing around, throwing manure in the air like confetti and shouting "Yippee! Yippee!"
Baffled at his daughter’s euphoria, the father has to ask: "I filled your room with manure – why are you so happy?!"
"Because with all this horse poop," says the little optimist, "there’s got to be a pony in here somewhere!"
Meet Sad Sack
The other day, a guy – a real sad sack – left a post on my blog. Said he’s been a copywriter for decades but has not been very successful at it.
It’s not his fault, of course. It’s the world’s fault. More specifically, the direct response marketing world’s fault. And to get even more specific, it’s ultimately our prospects’ fault.
See, our Sad Sack realizes that prospects will not respond to a depressed, negative, cynical salesperson. After all – if you’re interested in buying, say, a new car, the last thing you want is to consider all the possible negatives of car ownership.
We want the salespeople we deal with to be upbeat – excited, even – about the products we’re contemplating buying and the benefits they bring to our lives. And since copywriters are salespeople in print, that means he’d have to become (horror of horrors) enthusiastic about the products he’s selling.
But enthusiastic sales copy – which our Sad Sack refers to as “hype” – is beneath him. He wouldn’t dream of lowering himself …
Frankly, there are so many things wrong about that post,
I couldn’t even begin to address them all …
For one thing, our Sad Sack – our holier-than-thou cynic holding himself out to be a writer – obviously has no idea what the word “hype” even means.
The Encyclopedia Britannica defines “hype” – hyperbole – as “ … a figure of speech that is an intentional exaggeration for emphasis or comic effect.”
Wikipedia says hype is “ … a figure of speech in which statements are exaggerated … and is not meant to be taken literally. Some examples include: ‘He has a brain the size of a pea.’ … ‘I’m so hungry I could eat a horse.’ … ‘If I’ve told you once, I’ve told you a million times.’ …”
Assuming that as a writer, Sad Sack understands that words have meaning – it seems he is opposed to saying “I could eat a horse” unless you have substantiation proving beyond a doubt that you do, in fact, have the digestive capacity to process 1,200 pounds of horseflesh at one sitting.
But of course, that’s not what S.S. is saying. He’s saying that being enthusiastic about the benefits a product brings to people’s lives – writing high energy sales copy about those benefits – is somehow immoral.
Because he didn’t just fall off the turnip truck: He knows all too well that there are plenty of negatives associated with every product you can name.
And you know what? He is 100% correct.
- Big Macs tastes great – but they’ll make you fat, raise your blood pressure and if you eat them every day, they will probably wind up killing you with a heart attack or stroke.
- Porsche 911s are a blast to drive – but they don’t get great gas mileage, virtually guarantee you’ll get speeding tickets and could ultimately kill you in a fiery crash.
- Single people who want a life partner may be the most deceptive marketers of all – spending a small fortune each year to mask their physical flaws and emotional insecurities.
- Even puppies have a downside. Sure – they’re cute, funny, adorable … but they will chew your slippers, poop on the carpet, barf on the couch, hump your Aunt Tilly’s leg – and ultimately, of course, they all die.
When you buy a puppy, you are in reality, buying a series of crises followed by a future tragedy.
And yes, McDonalds, Porsche, potential significant others and the dog pound are all notorious for their failure to mention the downside in their advertising. Instead, they spend their ad budgets emphasizing every benefit and suppressing every drawback.
… Which, to our moralistic Sad Sack is totally unacceptable … completely beneath a person possessing his lofty ideals and high moral character.
Obituary writer needed
“And so,” said Sad Sack, “I guess I’ll just have to accept the fact that I’m not going to be very successful.”
To which, I was tempted to write …
“No, you’re not going to be a success. At least not in the sales biz.”
“If you, in your heart of hearts, hate being advertised to … if you incessantly bitch about the amount of junk mail you receive … if you hate spending your money on anything but the bare necessities … and if you assume that everyone with a product or service to sell is a scam artist …
“There is an excellent chance that you have chosen to pursue the wrong career.
“Don’t get me wrong – you can still make a decent living as a writer. But please – for Buddha’s sake – get out of the marketing game now. There are plenty of writing jobs for negative, cynical people.
“Sure: You may wind up writing obituaries for the rest of your life, but hey – at least you won’t starve!”
Free your mind and your arse will follow
In retrospect, I shouldn’t have ignored Sad Sack’s post. Because he makes a point that simply isn’t being made enough by copywriting coaches today.
See, like the optimist in the little story at the beginning of this article, those of us who have made it in this business tend to be very positive people. We’re optimists. We believe that the products we promote really do bring value to our prospects’ lives. That makes us happy – enthusiastic, even – when describing that value.
On balance though, we also understand that in today’s increasingly skeptical world, optimism and enthusiasm must have a foundation. Our sales copy must be credible; therefore based on real, provable, easily demonstrable facts.
So while it’s true that just about everybody can write and that just about anyone can learn the rules for creating fair-to-middlin’ sales copy, not everybody has the proper belief system, mindset or the temperament to be a successful salesperson in print.
But couldn’t the same be said for pretty much every field of human endeavor?
The simple truth is …
If you think you’re a victim, you will always be a victim.
If you search for reasons to be depressed or to quit trying, you will find them.
If you justify your failure by belittling – or worse: Blaming your failure on successful people, you will find plenty of people willing to exploit you by confirming your victimhood … by justifying your depression … by commending you for your failure to give it your all … and by helping you blame others for your failure.
A couple of years ago, a woman told me she could never make it in this biz because she was a female.
Years earlier, a guy told me he’d never make it because he was black.
Guess what? Neither one of them made it.
Meanwhile, my beloved friend, Carline Anglade-Cole – an afro-American female copywriter – is driving a Mercedes, living in a 6,500 square-foot mansion and making $800k a year.
Food for thought …
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE™
P.S. TOMORROW’S FREE CALL IS PACKED TO THE RAFTERS! When I let Tony Flores talk me into defending my partnering model, he also talked The Redhead into paying for 100 phone lines so a few friends could listen in …
When 160 folks registered or added their names to the waiting list for that call, Wendy relented – and begged, pleaded, nagged and threatened the phone company until, out of utter exhaustion, they gave us 200 lines.
This morning, we came to work to find that more than 500 copywriters and business owners have registered.
The good news: She got the lines. If you registered or added your name to our waiting list, you’ll be receiving instructions for attending today.
The bad news: NO MORE LINES WILL BE ADDED! Registration is now closed.
Cheers, y’all!
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63 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Michel Fortin — March 24, 2008 @ 1:33 pm
Thank you, thank you, thank you!!!
‘Bout time someone set the record straight. And I betcha, naysayers will come out of the woodwork and comment negatively on this blog post, too.
Sad.
"Whether you think you can or think you can’t, you’re right." – Henry Ford
Thanks, Clayton. And I look forward to tomorrow’s call!
Comment by Winnie — March 24, 2008 @ 1:44 pm
Clayton-
I wanted to let you know that I did my first presentation positioning myself as a business growth strategist who happens to write copy. I spoke at an association meeting for a group of solopreneurs. I raffled a free 30-minute consultation and got everyones business card in the drawing. I had 3 people come up to me afterwards and book me for a 30-minute consult and others who told me they want me to call them after their national convention in a few weeks.
Just a tiny step but one in the right direction for me. Partnering is where it’s at.
Looking forward to your call with Tony.
Winnie
Comment by Increase Sales Coach — March 24, 2008 @ 1:46 pm
Clap, clap, clap….. Oh, Clayton, I absolutely love you! You are such an absolute delight.
As I read your article I was mentally giving you a standing ovation and laughing with utter delight.
It’s so true that your success is determined by that critical 6 inches, otherwise known as the space between your ears.
Instead of saying, "that won’t work, I can’t, etc. we all need to incessantly ask how can I make that work, what would happen if I, and how will I use this idea in alignment with what I’m trying to accomplish?"
Thanks for adding such a wonderful treat to my already great day!!!
Cheryl
Comment by Deb Ling — March 24, 2008 @ 1:48 pm
Hi Clayton,
I like your posts, and they always give me food for thought, as well as good tips..
There is one thing I have not seen mentioned (maybe you did and I missed it), and that is what this headline did…
Dead Puppies for Sale..
Well lets see, I know you write about copywriting… so how in the world do dead puppies fit in???
While I normally read your posts because it is a topic I am interested in, I knew I was not interested in dead puppies… So why did I read the post??
My curiosity got the better of me.
A good headline that peaks your curiosity will bring you to the site every time… but then of course the trick is keeping them LOL
thanks for your great site
Deb
Comment by Susie Henderson — March 24, 2008 @ 1:56 pm
Dear Clayton,How right you are - and SS. He thinks he won’t do well, so guess what, he created his reality.I’ve recently figured out I’ve created my own less-than-stellar reality in this business by thinking I can’t do well enough, ‘cuz I’m newer to it. Then… believe it or not, no one else thinks I can do well enough!Not anymore. I know I can do the job, and that alone is creating the customer list for me. (I do have to remind myself frequently, still.)Thanks as always for pointing us in better directions.By the way, I can’t attend your call tomorrow. Is there any way I can listen after the fact? Partnering is something I’m really excited about. And I want to hear my "reality" validated by your conversation with Tony. Let me know.Thanks again!Susie Henderson
Comment by John Gilger — March 24, 2008 @ 2:05 pm
Whooo-Eeee! What a blog.
Dead Puppies and Drayton Bird back-to-back. It just doesn’t get any better than that
Keep the good stuff coming… this old brain still has more room left to soak it up.
Thanks for the good info.
Comment by Aaron — March 24, 2008 @ 2:23 pm
Hello Clayton, Today, I wanted to send you a heart-felt and personal message. I’m so impressed with you - as a man - but not only because you write great copy. You see, I’ve been to a lot of copywriting seminars. Carton’s, Kennedy’s, Kilstein’s, Garlfinkels and others. I’ve got products from all of them, not to forget AWAI.I’ve got books from Hatch, Dartnell, Ogilvy, Sugarman and more. I’ve been on tele-seminars out the wahzoo, and a few webinars. And I’ve been on yours. And this is the truth before God: I think you are amazing because you are always a kind and gentle man. Even in justified rebuke. I was on a webinar with you one day when a listener wrote a question that would have upset most that I’ve tutored under. You handled it with such poise. It’s been my observation that you know how to use emotion to get a sale, but you don’t use it to return insult for insult. That, dear sir, is impressive. You have earned my respect. I follow you closely, and am glad to do so. I brag on you often to others. That’s about the highest compliment I can offer. Finally, allow me to close by letting you know that I’ve learned so much from your copywriting courses, and this website. Thank you, Clayton for being such a great example. Aaron
Comment by Tom — March 24, 2008 @ 2:42 pm
Hi Calyton,
not much else to say but, touché!
Thanks for your words of wisdom.
Tom
Comment by Gerard LeBlond — March 24, 2008 @ 2:58 pm
One day, back when Bill Bonner of Agora Publishing, was working in Baltimore I sat in his office.<p>He looked me in the eyes and said (paraphrase), "You know, when you go into a restaurant and look at the menu… it’s rare to find a meal described as: ‘Dead Fish, gutted, beheaded, cooked and laid to rest on a plate next to a pile of dead potatoes and a scoop of carrots.’ <p>While that description may be 100% true it isn’t appetizing and it won’t sell. <p>"Instead, you’ll find the following type of description: ‘Freshly Caught Filet of Sole, sauteed in real butter and sprinkled with a dash of garden fresh dill with roasted almond slices. Served with a piping hot baked potato and a generous side of steamed tender carrots.’<p>The take-home message: "Sell the sizzle not the steak".
Comment by John McCabe — March 24, 2008 @ 3:34 pm
It all boils down to context.
In Sad Sack’s world, products don’t work, marketers all lie and copywriters starve. By his own admission, he doesn’t do very well. Which means he probably picks up the jobs and clients no one else wants. Working with this kind of client is all he knows. This is the context through which he filters the world.
As I wrote in an article called "Context is King", many people use the idea of making $10,000 per month as wild success.
To someone who has never made more than minimum wage, the idea of making $10,000 a month is hype– something so absurd it cannot be taken seriously.
To someone making $100,000 a month, that measly $10K isn’t real impressive.
The content is the same: make $10,000 per month.
The context is wildly different, so the perception changes from wild hype to a major step backward.
Comment by Phil — March 24, 2008 @ 3:45 pm
It’s easy to be negative, just turn on the news… read the paper, or talk to people with no goals or belief in themselves.
World events, and negative people have very little impact on your world (unless you allow it).
I alway do well when I ignore all those things and just concentrate on my own self improvement. When you think… talk… and make plans for all the things you want in life, there’s no time left to be negative.
One more thing: when we see and hear negative talk from others, step back and analyze ourselves to be sure we’re not doing the same thing.
Comment by Zachary Romero — March 24, 2008 @ 7:12 pm
Here’s the thing that bothers me about this poster.
He’s a copywriter. He has a problem with "hype". Fine. I have a problem with hype in ads also. But he doesn’t differentiate between hype and flat out lying?
He’s a copywriter. He’s been doing this for decades. I can’t say I have his experience level then.
But, I do know this:
A hired gun (freelance copywriter) has to research enough to fall in love (though this may be temporary) with the market. And, in this love affair, they’re to be excited over the FACT that the product they’re writing for solves this market’s particular urgent problem.
So why wouldn’t I (the hired gun, who’s having a fling with this market) be overly excited if I’m writing to honestly solve an urgent problem in someone’s life?
When you reframe this situation (writing copy for a market you may not be a part of), you really have one of the best jobs in the world!
You spend your waking hours solving other people’s problems. How rewarding!
Comment by Dale — March 25, 2008 @ 2:44 am
Hi Clayton,
Yeah, you can’t push the negatives, but you must emphasize the positives, unlike Sad Sack. On the other hand you need to be honest. You need to be careful that you don’t mislead customers into thinking your product is more than it is. Computers makers, for example, found themselves with angry customers when they sold computers labeled Vista ready when the machines only ran Vista Basic or met the bare minimum requirements necessary for the operating system.
I don’t know if Sad Sack suffers from major depressive illness, which can make you negative. Correct me if I’m wrong, but it seems that none of you top gun copywriters have suffered more than a temporary bout of depression. You don’t know what serious depression is until you’ve been to the bottom of a bottomless pit. If you are lucky, mild mania is the dominant side. For some of us the depressive side is dominant.
When that’s the case, it’s difficult to be positive and build a successful copywriting business. I was originally diagnosed with clinical (unipolar) depression. Now I’ve learned I apparently have a form of bipolar. Because I’ve never eaten green cheese (the typical manic depressive) it took years for me to realize it and seek treatment. Once I have it under control, I expect to move forward without the depression holding me back.
Do you know of any major copywriters who have to war with depression?
Thanks,
Dale
Comment by Wendy Makepeace — March 25, 2008 @ 7:37 am
Hey Dale: Clayton has also gone through depression. I remembered he wrote an article about it a while back…here’s the link….hope it helps…
Here is the link
Comment by Andrea — March 25, 2008 @ 10:58 am
Hey Clayton,
Love the site and all the posts. Everything you write proves the point to me that confidence in one’s own abilities is key. Most negative people lack confidence. They use their pessimism to excuse their lack of action and their lack of action means failure. I know many people like this. They say enough to fill many many pages but it all boils down to one thing. No self belief and no confidence. It’s the killer of all creativity and joyful thoughts. Lets face it, by the law of averages, the more you do, the more hits you’ll make. The more hits you make the more confident you get.
So…smile, think joyful thoughts and write, write, write. The creative juices will flow.
Comment by Lara — March 25, 2008 @ 12:12 pm
Great article as always Clayton thank you. Your words are true - our thoughts, beliefs and actions create our world. SS doesn’t have a very sunny outlook and I’d be willing to bet the green stuff that his life reflects that negative attitude. And I love the title by the way - terrific attention grabber. ;)Extra thanks to you Wendy for the link on depression. It was something I needed right now.
Comment by tengkuah — March 25, 2008 @ 12:17 pm
hi clayton..thanks for the article..
what a good tittle "for sale:dead puppies", its attract me to read it…..
Comment by John Scola — March 25, 2008 @ 12:54 pm
Just Say "No" To Dead Puppies And Is Copywriting Immoral?
Let me tell you a very, quick story…
And don’t blink!
Recently, I submitted a rough draft for the AWAI 6-Figure course to a friend of mine for review. (it’s required).
Afterwards, my friend remarked, "But now that I know any Tom, Dick, or John Scola can make this stuff up, I don’t believe anything I read any more."
Oh-oh…
It seems I just created another cynic!
And since I am on a roll now… I might as well say:
"If you don’t believe that the product you are writing copy for – really brings value to the prospect – you should find another project to write for."
Well, duh!
John
Comment by Clayton Makepeace — March 25, 2008 @ 1:44 pm
Holey Moley – an hour and 42 minutes on a FREE call … and I barely scratched the surface!
So Tony challenged me to take an hour to answer his questions about how my copywriting model can multiply your income AND invited a few friends to eavesdrop.
Turns out, 500 friends registered to listen in … and it didn’t take an hour: It took nearly two hours!
Fact is, I could have gone on for another two hours, but at one hour and forty-two minutes into the call, my aging bladder stood bolt upright and shouted "Enough is enough!"
Was it worth it? Heck, yeah! Already, my inbox is filling up with "thank-yous" from all over the globe and requests that we make the recording of the call available online.
So if you missed the call or want to listen to it again, just point your browser to: http://www.makepeacetotalpackage.com/bonus/partnership_teleseminar.html
But you’d better hurry – we’re only leaving the recording online until noon Thursday … less than 48 hours from right now!
Oh – and if you want to join us day after tomorrow when I continue with ideas on how to negotiate the deal … the seven streams of income partnering can bring you … actual samples of partnering contracts I use (that cost tens of thousands in legal fees to create) … and more …
Here’s the link I promised you (it’ll get you into Thursday’s webinar for just $9.97 – more than $56 OFF of our regular monthly EasyWriters membership rate):
https://totalpackage.infusionsoft.com/saleform/nirhnat
Or if you prefer, call Martha toll-free at 1-800-827-0940 (Int’l: 828-456-9277) and she’ll hook you up.
Cheers, y’all!
– Clayton
Comment by Nathan — March 25, 2008 @ 7:24 pm
Clayton - once again you hit the nail on the head - great way to grab the attention - Dead Puppies… and this is why YOU are the master copywriter…. and thank you for sharing it with everyone - you deserve a medal for sharing your private thoughts and methods that have made you so successful. Thank you heaps…
I recall that many many years ago a wise man said… "ask and ye shall receive"* - unfortunately too many people ask for the negative… its all in your mind - what you really want - you can achieve - if you want failure - it is there waiting on the rusty platter - if you want success it is sitting there waiting for you on silver platter… it is your choice which path you choose…
Clayton, thank you for opening many eyes to the wonderful world of the copy wordsmith, business builder and marketing master…
––
* of course you need to do more than ask (as you have said before - loved your retort to all those ‘Secret" fools) - maybe the wise man should have said "if you ask and prove your desire through action - you will receive"
Comment by Sharon B. — March 25, 2008 @ 8:02 pm
Dale–I have been challenged by depression more than once in my 40 years on this planet. One thing I have learned over the course is that writing is one of the things that has–and does–save my neck. If this were not so, I would not be here to tell you about it.
Do you, or have you, kept a journal? This for me is the lifeline I referred to, but creative writing helps too. I would be happy to share some of it with you if you are interested. Wendy–I am interested in the link too. Would you be able to e-mail it to me? It did not show up in your post. Thanks in advance! Clayton–You are SO right. I have long felt that what I believe will determine what I create for myself. I used to do "victim" really well in my younger days but thankfully have gotten out of the habit. It justified my lack of results when I blamed the world for all my woes, but it also served to keep me stuck in some rather ugly places. I finally woke up one day and realized I didn’t have to live down to anyone’s opinions of me, including my own. Nor did I have to take my early "teachings" as gospel any longer. I have since become somewhat of a radical nonconformist, but my life is mine to create the way I choose. And good or bad, I am 100% RESPONSIBLE for my own results. Enough said!
Comment by Margaret — March 25, 2008 @ 11:04 pm
Clayton,
There is always someone that has a negative attitude but how we deal with it ourselves and how we see our selves is the thing. Some people just don’t know how to deal with the problems and everybody has them. Some just deal woth them in a positive way. I love your articles and the help that is given. I haven’t made it as a “copywriter” yet but I am still working and practicing and yes, I have a lot of setbacks but hey, that’s just a part of life in general. I am not giving up and I am still trying but slower than a lot of others but I am hanging in there.
Great article and the title Dead Puppies, strange but entertaining.
Comment by Clayton Makepeace — March 27, 2008 @ 1:21 pm
Help me Help???
Hey – I need some help here. Answer three questions for me?
1. How do you come to us? Do you respond to our e-mails announcing each new issue? Rely on our RSS feed? Have you bookmarked the site and check in when you can?
2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything.
3. How long have you been reading The Total Package?
4. Are you a copywriter? Business owner? Marketing exec?
Your answers will help us get you the info that will help you the most.
Thanks, guys and gals!
– Clayton
Comment by Sharon B. — March 27, 2008 @ 8:25 pm
Hi Clayton–
My answers, in no particular order:
1) I get your e-mail every day and check in via the link. Yes, I’ve bookmarked the site too.2)I am a copywriter just starting out. I also own a business (Landscape Construction). It is going into its 4th year this year, and I expect it to be the best so far.3)I don’t have any ideas at the moment. I am still absorbing all the info you already have. Thanks!
Comment by Peter Black — March 27, 2008 @ 11:31 pm
Dear Clayton,I’ve been reading your ezine since Bob Bly first mentioned you to one of his audiences. When you first launched Total Package, I read every issue religiously. Since you started coming out every day, I find it hard to keep up and tend to skip a lot of issues. As to hype…Of course, a writer needs to dramatize the product and put its best foot forward. But not infrequently, the whole truth is shaved to the point where you want to say, "Yes, but, in many, many cases, if not most, what you’re saying isn’t true."The example that comes to mind is the promo written for the Daily Dose doctor. He’s "against" drinking water and points out all the "problems" with drinking water and suggests, if not says outright, that you should not drink water–or not very much of it. He even says, ominously, that drinking too much water can lead to death!Well, if you lift the cover on his assertions, it becomes clear that he’s talking about people who drink ENORMOUS amounts of water while exercising heavily, e.g., running a marathon. Yes, that sort of imbibing of water can be a problem and even lead to death.However, when doctors advocate staying hydrated, they aren’t referring to this sort of extreme situation. They are tell people to drink water in their daily lives and while exercising normally.So the copywriter is making a controversial, attention-getting statement (good), but misleading the average reader who stands NO chance of dying or having ill effects from drinking a normal amount of water (8 glasses a day or so). Not so good.
Comment by Allen — March 28, 2008 @ 9:34 am
If you, in your heart of hearts, hate being advertised to … if you incessantly bitch about the amount of junk mail you receive … and if you assume that everyone with a product or service to sell is a scam artist …
“There is an excellent chance that you have chosen to pursue the wrong career.
I couldn’t agree more. Sad Sack should become a government regulator, because as the saying goes…
Those that can do go into business those that can’t go into government to screw it up for the rest of us.
And remember not to take yourself seriously. That’s when the trouble starts.
In answer to your questions…
1. How do you come to us? Do you respond to our e-mails announcing each new issue? Rely on our RSS feed? Have you bookmarked the site and check in when you can?
I respond to your emails. I would subscribe via RSS but I prefer to save the emails on my computer. I also have your site bookmarked, and bookmark certain articles as well.
2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything.
Using direct marketing to build a business. Different approaches to writing copy for different products. Health, investment, automobiles, machinery, and dissecting both good and bad copy. Maybe rewriting piss poor ads and pieces with commentary.
3. How long have you been reading The Total Package?
Over a year and I am a member of EWC, and I have a hard time believing you offer so much fantastic content at such a low price. I keep kicking myself I did not join when you first announced you were going to start it up. Like a doofus I waited a year. My loss. I find the newsletter, the interviews, and the tele-webinars information so far superior to any of the other marketing experts including the other big names. Your info and giving is in the same league as the late great Gary Halbert. Both of you sincerely want to teach, and make sure the people getting your info really "get it" attitudinally and content wise.
4. Are you a copywriter? Business owner? Marketing exec?
Yes, Yes, Yes.
And one suggestion for EWC. How about a special section for EWC member to hold on-line chats, postings discussions? So we can (new cliche’ coming) mastermind with like minds who have the same goals and learnings (the EWC content). That would be cool!
Comment by Marjorie Bicknell — March 28, 2008 @ 11:27 am
Hi Clayton,
I get your e-mails daily, and have been getting them now for about a month.
Here’s what I want you to write about…specific information about finding good clients. I find - over and over again that I rely on contacts from my pre-freelancing life or current clients. Sometimes clients find me via the web, awards I have won, or publicity I’ve gotten. Occaisonally one client refers another. But prospecting doesn’t seem to get me anywhere. So … how do you develop a list … and cut through the clutter to get noticed?
As I said before, I’ve been reading for about a month.
I’m both a copywriter and a business owner - running my own virtual agency…and I’ve managed to do it for about 10 years now. Still I could always do better!
Comment by Phil — March 28, 2008 @ 11:39 am
1. How do you come to us? (email newsletter. found you through early-to-rise/awai seminar)Do you respond to our e-mails announcing each new issue? (yes)Rely on our RSS feed? (no)Have you bookmarked the site and check in when you can? (no) 2. What do YOU want me to write about Monday? (we need ideas for customer retention and generation programs/systems) 3. How long have you been reading The Total Package? (over 1 year) 4. Are you a copywriter? (yes)Business owner? (yes)Marketing exec? (yes)
thanks,Phil
Comment by Barbara Johnson — March 28, 2008 @ 11:41 am
Hello Clayton, Thank you for all the information you give out so freely. Here are my answers to the questions for Monday.
1. I get the emails and go to your site when I need a boost.
2. I just started my freelance business and would welcome more stuff on getting good clients. I don’t have much of a portolio – how do I get around that.
3. I’ve been reading your bulletins for about a year. They are always interesting.
4. Yes, I’m a copywriter, and I’m a business owner. I need all the help I can get. I search your site frequently and always find something great. Thanks again.
Comment by Larry Mekus — March 28, 2008 @ 11:57 am
1. I look for your emails each day, immediately print the content, and it’s what I always look forward to at the end of the day when I get my special "Clayton Makepeace" reading time. It’s kind of like getting a Christmas present….. but every day of the year.
2. Would love to see you take some copywriting examples, the bad and the good, and dissect one each time, explaining the good and/or bad points.
3. How long have I been reading - it seems like forever now and it’s just become a part of my daily life - and an important part.
4. Do graphics and marketing, Indesign and all Adobe software, but have really absorbing copywriting essentials like a sponge.
Comment by Lara — March 28, 2008 @ 12:07 pm
Hi Clayton,1. I read your emails at least every other day - typically every day when they arrive in my Inbox. I may add you to my RSS feeder too and you are bookmarked on one of my computers. 2. Monday - I’m most curious to know of one or two critical turning points in your life. One or two events that (upon looking back) seem to have been the catalysts for you to grow yourself and your business to the level you are at now. 3. I’m not sure exactly how long it’s been since I’ve been reading TTP but it’s been at least 1.5 years (possibly 2). I’ve been an EasyWriters member for 2 months.4. I’m a copywriter at my regular day job and have my own business as well. I’ve been in marketing communications in some vein for roughly 8 years now but haven’t made the Exec level in my day to day jobs (obviously am Exec level in my own business!). Thank you Clayton.
Comment by Deb Ling — March 28, 2008 @ 12:11 pm
Hi Clayton1. How do you come to us? Do you respond to our e-mails announcing each new issue? Yes, plus I have it bookmarked 2. What do YOU want me to write about Monday? I would like to see an email to a list of opt in members, to get them to utilize their site that they signed up for, dissected for the points that make it work when sent out. 3. How long have you been reading The Total Package? Months 4. Are you a copywriter? Business owner? Marketing exec? Gee, aren’t you a marketing exec if you are promoting your own business? : ) I have my own ebiz, and I do the copy and marketing… and it continues to grow…Deb
Comment by Theresa — March 28, 2008 @ 12:12 pm
Hi Clayton!
Let’s see…
1. How do you come to us? Do you respond to our e-mails announcing each new issue? YES
Rely on our RSS feed? YES
Have you bookmarked the site and check in when you can? NO
2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything. What a typical day is like in the life of Clayton Makepeace (and the Redhead ;o))
3. How long have you been reading The Total Package? Since I met you at the 2005 AWAI Bootcamp.
4. Are you a copywriter? YES, a newbie
Business owner? NO
Marketing exec? NO
Thank YOU, Clayton!
Theresa
Comment by Art Fahy — March 28, 2008 @ 12:43 pm
Thank you Clayton and staff for this opportunity. 1.) I read the emails. 2.) Tips on cracking into the fundrasing market or any type of information that would be helpful. 3.) About a year and a half. 4.) Freelance copywriter.
God Bless,
Art Fahy
Comment by Irene — March 28, 2008 @ 1:23 pm
I’ve been readiing the TP for well over a year. I’m a business owner who does her own marketing & copwriting.
I’d like to see more ideas about DM & copywriting for business to business especially in the service industry. Specifically less gloom & doom hype & more emphasis on being here to help you in a more subtle manner.
I’d love it if the ’Redhead’ took the chair occasionally & told us about her life with you & her ideas on DM & copy from her perspective.
Comment by Brian — March 28, 2008 @ 1:53 pm
1. Email. Yes, I’ve bookmarked your site and visit it once a month. 2. Your articles are great. I appreciate the articles about how to get business, how much to charge, what you would do today to get started as a copywriter, how to manage clients, career mistakes to avoid, etc.3. I’ve been reading The Total Package for nine months.4. I am a copywriter/graphic designer.
Comment by Bruce Eichelberger — March 28, 2008 @ 2:04 pm
Hi Clayton,
1) I’m too busy/lazy to remember to check RSS feeds frequently, so I mostly click on links in the reminder emails. I read most articles, but skip some if unusually busy or they aren’t directly relevant to my current activities.
2) Can’t thing of what I’d add to your topics. I just appreciate what you share.
3) I started reading sometime in the first year you published and am a charter member of EWC.
4) Copywriter, business owner, marketing ‘executive’ all apply… although I think marketing consultant/marketing partner would be more accurate.
Comment by Lynne — March 28, 2008 @ 2:52 pm
Hi, Clayton:
1. How do you come to us? I respond to your e-mails. 2. What do YOU want me to write about Monday? Whatever is on your mind…. Thanks for the wealth of great information you provide! 3. How long have you been reading The Total Package? Less than 1 year 4. Are you a copywriter? Business owner? Marketing exec? I’m a freelance writer (educational writing/textbooks, a few trade books) who is interested in learning more about getting into copywriting.
Comment by Sara — March 28, 2008 @ 3:02 pm
I enjoy your and your team’s articles. In answer to your questions, briefly:
1. Found you via ETR. Receive & read daily emails. Prefer emails and bookmark to RSS feed.
2. Basic ideas for finding customers when just starting in the business without strong references or portfolio - yet
3. Two - three months
4. No. In Technical Corporate America for 27 years. Researching my next adventure. Excellent business writer, but can that translate into good copywriting and sufficient income. Still doing due diligence.
Comment by Lydia Mills — March 28, 2008 @ 3:11 pm
Clayton,
I read the Total Package every day in response to the email prompt I receive. I’m a beginning copywriter - just learning and have been reading your posts for several months now. I really enjoy them, too and have learned a lot. My husband and I are also business owners, have been for 31 years. We have a rather limited market since we are service related and serve only in our county and some neighboring counties.
Keep the articles coming - they’re great!
Comment by Linda Pizzitola — March 28, 2008 @ 4:45 pm
1) I respond to your emails almost daily. I always catch up on the postings by the end of the week.
2) No particular requests. You’re doing great!3) About 4 months
4.) Copywriter-in training. Graphic designer/business owner for 13 years, now expanding into writing. Some marketing background.
Comment by Laurie — March 28, 2008 @ 4:46 pm
1. How do you come to us? Email link.Do you respond to our e-mails announcing each new issue? Maybe not when they arrive, but I try.Rely on our RSS feed? No.Have you bookmarked the site and check in when you can? Yes.2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything. How about false advertising. What is it? Who does it? How do they get in trouble? Who gets in trouble (writer or customer or both)? What to tell a customer who wants you to write something that’s somewhat misleading (or completely false). Not that I want to start an ethical debate. This has just come up recently.3. How long have you been reading The Total Package? Over a year.4. Are you a copywriter? Business owner? Marketing person? Yes. Yes. Yes. (not exec, just person)
Comment by Sharon B. — March 28, 2008 @ 5:10 pm
Hi Laurie–
Just my own opinion–if someone asks you to write false advertising, don’t walk away–RUN LIKE HELL. The last thing you need is to compromise your own reputation, especially if you are just starting out.–If you write something untrue and it comes back to bite you, nobody except the dishonest ones will want to work with you. And that will truly suck.
We actually talked about this in class (ATS) the other night. The teacher told us about a copywriter who had written something untrue. Even though the client had told him to do it, it was the writer that got "caught". The end result–NOBODY will hire him.
No matter how bad you may need the money, you don’t need that kind of risk. It will come back to bite you in more ways than one.
Comment by Ruth — March 28, 2008 @ 5:28 pm
Hi Clayton:
I come to you through your e-mails. Duh! Don’t know what RSS is! Anything you wanta write about on Monday..Seems as though a few would like you to write about getting new clients…that’s always a good thing, for my queries haven’t produced much.’Always open your e-mails the day I get them..they’re always interesting to me. Keep on keepin’ on!
Comment by Nick Leo — March 28, 2008 @ 5:53 pm
Hi Clayton:
I’ve been getting your mail for maybe 7 months…..and I’m sorry I didn’t find you before I found AWAI. I’ve been taking the AWAI course and I’m happy with it. But….I think I may have done better taking a course from you. I want to thank you for all the FREE information I get from you. I can’t afford to take 2 courses at once. So I’ll stick with AWAI until I finish.
What would I like you to write about Monday is something that I’ve been having a hard time finding. I would like to see a sample of a contract with a client. Also….I don’t have a portfolio. How do I get around that? I’ve been studying copywriting from AWAI and I would love to get started with some work so I can truthfully say "I’m a copywriter". Lastly, I do not have my own business.
Nick Leo
Comment by Mark Semple CCC — March 28, 2008 @ 6:46 pm
Hi Clayton - Here’s my answers:
1. How do you come to us? I receive the emails and read regularly.
2. What do YOU want me to write about Monday? Improving traffic and conversion.3. How long have you been reading The Total Package? Just over 1 year. 4. Are you a copywriter? Business owner? Marketing exec? I’m a Business Owner - a Life Coach. I have a passion for copywriting also and must have been one in a former life.
Appreciate all you share.
Mark Semple
Comment by Becky — March 28, 2008 @ 6:48 pm
Hi I had been signed up for your newsletter for all of 15 seconds when I got sent here. I really have no way to answer your questions yet. Sorry.
Comment by Steve — March 28, 2008 @ 7:10 pm
Ok Clayton…here are my answers:
1) I respond to your emails. I rarely use any other method to get to your site.
2) Hmm…..I’m not a big fan of Mondays…but if I had to choose I’d say talk about the copywriting industry at large. Trends, response rates, how the Obama/Clinton feud is affecting response. Maybe even guest speakers (chosen by the head-honcho himself) from niche copywriting markets.
3) Honestly, I don’t quite remember. I think I started reading during the 1st year.
4) Yes - I’m a copywriter. Errrr……well almost. (I’m still working on this.)
NOW…..it’s time I turned the tables on you:
1) On a previous post, you said if there was enough interest you would do a call where you break down top controls. Is that still in the works?
2) Other than the books you have mentioned in your required reading….Do you recommend any books/courses so we can learn IN DEPTH about direct marketing? I’m not talking about copywriting per se. More like the mechanics of a DM business. For example: 1 step vs 2 step ads; planning advertising for all the seasons; multi-channel direct marketing; graphic design; envelope copy; selecting mailing lists…etc…etc
There are tons (too many actually) of courses on copywriting. But suprisingly little on everything else needed to run a direct response business in todays market.
Last question. I promise.
3) What are your long term plans for The Total Package and EasyWriters Marketing Club?
Thanks for listening!!!!
Steve
Comment by Peter Black — March 29, 2008 @ 9:33 am
Sorry, didn’t answer your questions directly. Here they are:1. How do you come to us? I get an email and click on the link. Do you respond to our e-mails announcing each new issue? Not all the time.Rely on our RSS feed? No.Have you bookmarked the site and check in when you can? No and rarely. I rely on your emails.2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything. Techniques for generating excitement in copy and for establishing proof. I know you’ve dealt with these before, and I should re-read, but I find these toughest. Also, when you have five good ideas for a headline, how do you pick which one to go with–especially if you only have one bite at the apple and aren’t going to get to test.3. How long have you been reading The Total Package? Since it came out.4. Are you a copywriter? Business owner? Marketing exec? Copywriter…since 1985.
Comment by Chick J — March 29, 2008 @ 9:38 am
Good Day Clayton,
Answers for you.
1. I respond each day to your emails. I save the daily article to my computer, print a hard copy for my notebook.
2. I love your rants. Your way of looking at life, your opinions of our politics , and people in general. You make me laugh and better yet, think. You should have a column in a magazine or newspaper. You would soon have a TV that rivals Beck or Andy Romney.
3. Over two years. I think issue 77 was the first one I read.
4. A dreamer that is learning to be a copywriter. Also trying to start a side business.
a faithful reader,
Chick Jabre
Comment by Laurie — March 29, 2008 @ 1:19 pm
Hi Sharon B.I won’t consider anything unethical - but I’ve had several requests recently. I don’t know if it has to do with the economy (or a full moon). Some people just seem a little desperate lately. Thanks for the response, though. I appreciate your feedback.Laurie
Comment by Tony Schuman — March 29, 2008 @ 4:13 pm
1. I respond via email.. I don’t have an f***g clue what rss is nor do I care.
2. I’ve been reading you for a few months. Keep on writing what you feel like.
3. I’m a business owner signing the front of my paycheck
4. Why don’t you write a column or series of columns on how to find honest help to set up a website to make us money instead of assuming that we are all web experts? I have essentially given up setting up a website because of all th jackasses who treat me like a moron since I don’t understand THEIR vocabulary. I reread Claude Hopkins periodically to keep myself grounded and full understand that it is MY responsibility to make my business understandable to my prospects, not the other way around. When Hopkins wrote his groundbreaking ads for Schlitz beer, Schlitz executive told him that every brewer did the same steps to make beer as Schlitz. Hopkins explained to them that they had never explained those same facts to the public and the public was dying to know. Within 6 months, Schlitz vaulted from #10 to #1 in US beer sales and stayed there for years. When other brewers started saying the same things in their ads, they were seen as "me too" ads.
Comment by Franklin Foster — March 29, 2008 @ 4:47 pm
I am brand new here and hoping to learn as much as I can.Quite a bit of my time is studying. I’m a 100% disabled veteran and decided to back to college. I’m thiinking that with all the studying, how can I find the time to make your program work for me. It may take some timie, for my education is top priority to me right now. But please don’t stop the newsletters.
F.D.F.
Comment by Jerry — March 29, 2008 @ 5:22 pm
Hi,Email right now. About a month, give or take. Anything copywriting-related and marketing-related; especially gaining clients in the b2b field and web 2.0 marketing concepts.
Copywriter, business owner, freelancer.
Comment by Richard Griswold — March 29, 2008 @ 6:39 pm
1 I get your emails regularly and link over to your interesting material.2 Your ideas are just fine3 I was referred by Bob Bly, I don’t know, maybe eight months ago.4 Business owner’s husband/consultant. Looking forward to copywriting and marketing career in the future - have a lot to learn.
Comment by John — March 29, 2008 @ 7:17 pm
I am a marketing consultant. I read the articles when I am intruigued by the subject line on the emails you send out. What grabs me is obviously if it relates to something my clients or myself need for example; more traffic to websites, better copy etc. One thing I am also interested in is choosing the right clients for the most profitable long term relationship. I like good direct response marketing based business building advice. I would like you to write more about how to approach good companies and develop partnership arrangements with them.Thank you, what an incredible service you provide.
Comment by Adam Gordon — March 29, 2008 @ 7:41 pm
G’day Clayton,
1. How do you come to us? I read your email every day and haven’t worried about RSS because I get the email. I rarely go to the website unless I’m buying something, which I have been doing. 2. What do YOU want me to write about Monday? How to find/determine your target market. The importance of narrowing your target market. 3. How long have you been reading The Total Package? About a year I think. Someone was commenting on copywriting on another forum and said there were only 3 copywriters worth following. I forget who the others were. 4. Are you a copywriter? Business owner? Marketing exec? I own a small business consulting practice targetting small business owners who have built their business on their trade/technical skills and know little about management, marketing and finance. So I have to do my own copywriting (and would like to do more) and marketing, and advise my clients in all these areas.
Comment by Sears Roebuck — March 30, 2008 @ 12:41 pm
I was guided to you by Michael Fortin, I read your posts daily. I am a business owner. May I suggest that you have us debate the negative and positive side of a direct respose ad: i.e. should you promote the tangible or intangible benefits of a particular product or service. I promote my product as an income generator, without stress. I believe that all products work or they will not last long in the marketplace. Since I am a newbie, I am very interested in what the experts think of my marketing approach. Thank you for listening. Sears
Comment by Kristin Andrews — March 30, 2008 @ 7:44 pm
1. How do you come to us? Do you respond to our e-mails announcing each new issue? Rely on our RSS feed? Have you bookmarked the site and check in when you can?
I am a subscriber. Read your emails, don’t understand RSS feeds, and you’re not bookmarked.
2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything.
Well, I’ve just admitted my ignorance on RSS feeds but also how can ‘pings’, ‘widgets’, and ‘plugins’ help us?
3. How long have you been reading The Total Package?
Not certain but I’d guess close to a year.
4. Are you a copywriter? Business owner? Marketing exec?
I’m paid for articles mostly, but am determined to make a go of copywriting. I’ve completed AWAI and Bootcamp but just can’t seem to get my foot in the door without getting my toes broken.
Comment by Granison Shines — March 31, 2008 @ 11:47 am
Clayton - here are my answers.
1. How do you come to us? Do you respond to our e-mails announcing each new issue? Rely on our RSS feed? Have you bookmarked the site and check in when you can?I come by emails announcing each new issue. 2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything.More information about the 7 ways to make money from an account/client. 3. How long have you been reading The Total Package?Since November or December 4. Are you a copywriter? Business owner? Marketing exec?
I am a freelance copywriter owning my own marketing consulting firm.
I hope that helps. Your information has been great and has helped a lot.
Comment by Dean Kennedy — April 1, 2008 @ 5:00 pm
G’day Clayton and the team… happy to answer your survey and love the daily dose of gold dust you deliver! 1. Do you respond to our e-mails announcing each new issue?
Rely on our RSS feed? Have you bookmarked the site and check in when you can?
2. What do YOU want me to write about Monday? I’ve got my own ideas, but I’m open to just about anything.
3. How long have you been reading The Total Package?
4. Are you a copywriter? Business owner? Marketing exec?
Many many thanks as usual for your inspiring, practical and in-depth content!Cheers from Melbourne Australia, Dean
Comment by Luci Flint — May 7, 2008 @ 5:37 pm
Clayton, I subscribed to your site after I joined Ann Seig, of Renegade Marketing fame.
I can’t get to it everyday, but read everyone. This is the first time I’ve responded. You’re really great, and I like the way you have with words. I save all you e-mails, so I can go back and review them as needed.
I’m 73, been in my own business since 35, sold it in 1994 to Aussies. They’ve done good with it, but it could be better. I’ve now started my internet business with Ann and who ever else I think I want to be associated with.
I’ve done a lot of writing in the past and enjoyed it. This is the first time I’m looking at it as a profession.
Who knows what the future will bring. Only the shadow will tell, if we can find out who it is.
Love life with great joy,
Lucille Flint
Comment by John Forde — July 1, 2008 @ 11:18 am
Damn you, Clayton… you’ve done it again! I don’t know how I missed that article the first time around, but it’s enough to make even this undying optimist consider hanging up his cleats (just kidding – an example of hyberbole, to make a point). Brilliant stuff!