“Guru” is a four-letter word
Dear Business-Builder,
Sorry about yesterday. We returned from our ten-day vacation Sunday night and frankly, I’m still jet-lagged.
San Fran was outstanding. We stayed downtown and I swear I feel like we walked every square inch of it. And Chinatown. And Fisherman’s Wharf. And the Marina District. And Haight-Ashbury.
I’m pleased and somewhat relieved to report that the Pacific Ocean is still right where it was last time I saw it. No lower; no higher. And that Alioto’s still serves the best clam chowder I’ve ever sunk a spoon into.
The redwoods were grand, Carmel was charming and Big Sur — despite the recent fires there — was breathtaking, Hearst Castle was amazing but frankly, a little sad. Probably the gloomiest house I’ve ever seen.
Santa Barbara seduced all of us and our three-night stay at Raffles L’Ermitage in Beverly Hills was interesting. Didn’t really see any celebrities in the bar, but James Woods did hop out of his car just as we hopped into ours.
And of course, three days of revisiting my old stomping grounds in South Bay and Hollyweird and the “V.I.P. Behind the Scenes Tour” of Universal Studios were a blast.
Now, I just need a vacation from my vacation.
But before I hit the sack, here’s some stuff I’ve been thinking about that I hope will help …
I’m getting a little bit worried
about this whole “copywriting guru” thing
Seems like every time I open my browser and Google “copywriting” or “marketing,” my bullshit detector begins screaming like a banshee these days.
You can’t throw a rock on the Web without hitting a self-proclaimed marketing or copywriting expert …
- Guys and gals nobody ever heard of preening as “legendary” marketers or copywriters without presenting even a shred of evidence that any client ever even hired them — let alone that they’ve ever created a single winner …
- Folks who have never promoted anything but their own products who pass themselves off as authorities …
- “C” and “D” level copywriters who really should shut the hell up, go to school themselves and hit a few out of the park before sharing their “pearls of wisdom” …
- Folks who don’t even DO marketing and couldn’t tell you what’s working and what isn’t — right now, today — if you held a gun to their heads.
And — surprise, surprise — every blessed one of them has something to sell you. And more often than not, they charge truly outrageous prices for their products.
“Those who can do, DO. Those who can’t do … TEACH.”
So goes the old saw about college professors. Until recently, it was NOT true about most online marketing and copywriting coaches. Most of the names you know spent decades producing legendary winners for their clients in heads-up competition with other top writers.
But now, I’m seeing ‘way too many wolves in sheep’s clothing online: Self-proclaimed “experts” who evidently can’t make it in the real world, so they hang out their shingles as authorities.
Is that bad?
Not necessarily …
And absolutely.
On the one hand, most of the materials the poseurs sell are little more than advice they’ve “borrowed” from real experts. So, truthfully, although I cringe at deceptive self-promotion and plagiarism, it’s only on rare occasions that I feel even the biggest frauds out there are passing out advice that could really hurt you.
On the other hand, money is a scarce resource for most — especially for copywriters and marketers just beginning their careers. You can only buy so many books, courses and other training aids. So it just makes sense to buy only the best.
After all — when you buy these things, you are investing in yourself — your career. And like any other investment, your mission is to get the greatest return on investment possible.
So how do you get the biggest bang for your buck?
Here’s some stuff to think about BEFORE you unlimber your checkbook or credit card for any copywriting or marketing advice …
Ask yourself: “Am I ready?”
Call me an old tightwad, but in my not-so-humble opinion, it’s idiotic to spend good money on training until you have devoured — even memorized — the massive volume of free advice from true masters of marketing and copywriting that’s available online and in your local library for free.
Want a great place to start without spending a red cent?
Get thee to a library!
Check out Caples … Hopkins … Ogilvy … Schwab … Schwartz … Collier … anything by Drayton Bird and the other books on the recommended reading list we’ve included in our FAQ.
A great second step would be to get your name on every mailing list in the market niches in which you want to work. This will cost you — you’ll have to buy something from each of the companies with which you ultimately want to work — but it’ll fill your mailbox and inbox with great copy and studying those promotions will teach you volumes.
(Hey — did you think Bencivenga, Rutz, Halbert, Kennedy or Makepeace ever took a copywriting course? HAH — the one thing ALL of us have in common is that we learned our craft by reading the masters, studying each others’ promotions and then going to work!)
Another great free resource: Click here. And when you’re done reading and re-reading those articles, check out the archives at other copywriting sites. Legendary Gary’s Bencivenga Bullets, Drayton Bird’s Bird Droppings and the late, great Gary Halbert’s site come to mind.
Come to think of it, since there’s so much great copywriting and marketing guidance online for free, it would probably make more sense for young writers to invest in a course on speed reading than on anything else!
What’s that you say? You’re doing all of this?
Congratulations — you are wise.
So now, maybe a great course on copywriting would be a prudent investment.
Which ones should you buy?
Well, I’ve often recommended Michael Masterson’s course and I still do. And — although I’m admittedly biased — I think The Ultimate Desktop Copy Coach by Tony Flores is tops. And frankly, there are probably other copywriting courses I’d be happy to recommend if I knew about them.
Plus, there are books, courses and seminars on just about everything else you’ll do as a marketer: Direct mail and e-mail marketing … PPC and SEO … even on basic direct response theory and product positioning and branding.
So how do you know which ones will be worth the money to you?
How to Separate the Sheep from the Goats
So now, you want to take your career to the next level with a book, a course, maybe even a live seminar.
But with so many gurus online, how do you know which ones will help you the most?
Here’s some stuff I’d do …
- Give the marketing for the product a reality check. This is crucial, so I’m going to say it loud:
The simple truth is, neither I nor anybody else can make you a million-dollar copywriter or marketer. You have to do that yourself.
It takes time. It takes intense study and more intense work. And it takes patience and the guts to stick to it when every brain cell is screaming that you should quit.
All any of us can hope to do for you is to help you shorten your learning curve — help you get bigger winners sooner and hopefully, shave a few years off the time it takes you to get to the big bucks.
Anyone who tells you different — especially anyone who claims copywriting or marketing are a “lazy man’s way to riches” is a lying sack of excrement in a suit.
If they’ll lie to you about this, they’re also perfectly capable of lying to you about their product, their testimonials, their guarantee and refund policy, everything.
- Check out the guru who created the product. Does he/she have plenty of testimonials about his/her expertise from companies or other experts you know and respect? Do they say he/she has created winners for them in the real world?
- Search the copywriting and marketing boards. Do others speak highly of the expert and recommend his/her products? Do other experts and customers recommend the product you’re contemplating buying right now?
- Scan the Web. When you Google the expert’s name or the product title, do you see only glowing references? Or do you find red flags that suggest the expert and/or the product are not all they’re cracked up to be?
- Check out the company. Does the company you’re buying the product from offer a money-back guarantee and a spotless record for honoring their guarantee and issuing refunds promptly? (A quick check of the Better Business Bureau and/or other online consumer sites could give you the answer.)
The best investment you’ll ever make
I gotta admit it — there’s a lot I love about helping marketers and copywriters accelerate their careers. The testimonials we get — especially the ones that include details on how we’ve improved their response and/or income — give me no end of personal satisfaction.
But there’s something I do NOT enjoy: The sad fact so many folks who buy self-help products never really USE those products. It breaks my heart to hear about people who spent hundreds, even thousands of dollars on training but have never put that training to work — or worse, who have never studied the materials they paid for.
Do NOT be that guy!
Put what you’ve learned to work right away. And if it helps you, send a nice testimonial to the person you bought it from. Or better yet, hop on the copywriting and marketing blogs and forums and tell the world about it.
So here’s your assignment for this week …
Post a comment below to tell us the very best marketing and/or copywriting products you’ve bought — and the worst?
Your review will help thousands of your fellow marketers and copywriters discover the things that really helped you — and they’ll also help us all avoid products that overpromise and/or underperform.
Hope this helps …
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE
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40 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 Adam — August 12, 2008 @ 3:17 pm
Hellelujah Mr. Makepeace,
Someone finally came out and said what I’ve been thinking for a while now. I.e., "who the heck is this guy/these guys to show me how to become a A-Level copywriter." They just lack the credibility to do so.
Jim Rutz…yourself…Benci… Deutsch…Punkre…Lampropoulos — all these guys — and others — have been around for decades writing one grand slam winner after the other for Boardroom and other top mailers. Yet, some dude struck it lucky with a few low-paying clients and waddya know, he’s got a course out to show you how he bagged a few assignments.
And some of the prices make me laugh. $1,000 — $2,500 and more. Get real. Gary B. charged 5 grand and he could write better copy in a coma than most of them could ever write with their eyes open.
Comment by Allen — August 12, 2008 @ 3:24 pm
The absolute very best copywriting product I ever bought is one that did not cost me a penny. It only cost me some time.
A Library Card!
Get one.
Comment by Kelvin Parker — August 12, 2008 @ 3:28 pm
Hands down the absolutely best education for a beginner is everything every written by Gary Halbert, John Caples, Claude Hopkins…
Study, digest, practice…
Then John Carlton, Eugene Schwartz, Gary Bencivenga…
Study, digest, practice…
Michael Masterson / AWAI offer a great A to Z for beginners to mastery…
Did I mention the rest of the masters?
Oglivy, Schwab, Collier, John E. Kennedy… the list goes on and on.
Study, digest, practice…
And if you’re going to be a great copywriter, you better figure out what good marketing is…
Read everything you can get your hands on from Jay Abraham, Dan Kennedy, Ted Nicholas…
And don’t forget Bob Stone, Edward Nash, Drayton Bird, Al & Laura Ries, and Chet Holmes can teach you a damn lot too…
Study, digest, practice…
Start with the masters… forget the "magic dust", silver bullets and shining new objects… GET TO WORK by studying, digesting and putting into practice the wisdom of the ages…
We humans haven’t changed much in a long time…
To become masterful at copywriting and marketing - study and digest the masters and put everything into practice…
Kelvin
Comment by JudyAnn Lorenz — August 12, 2008 @ 3:30 pm
Just this week, I’ve been thinning out the gurus and what I’m paying them! I really like what I read in Gary B’s Bullets. That would be my style.
Comment by Chad — August 12, 2008 @ 3:35 pm
The best copywriting product? An internet connection! Sure, I’ve invested thousands in information products - but seriously, if you want boatloads of free information from credible sources, just go online.
So many great copywriters have blogs: Clayton Makepeace, Daniel Levis, Bob Bly, Michel Fortin, Brian Clark, Michael Stelzner, Dean Rieck, Sean D’Souza, John Carlton, Dan Kennedy, Ray Edwards, and more. If you simply took what they wrote each month, put it in a three-ring binder, and studied the hell out of it then you’d be far far FAR better off than purchasing 90% of the stuff out there.
Comment by John Counsel — August 12, 2008 @ 3:54 pm
Bravo, Clayton!
Exactly what I’ve been telling my students and clients online since 1996.
Advertising success is 10% inspiration — and 90% perspiration!
Of the four performance factors that determine the success of failure of every visual ad (layout, copy, offer and audience), getting your offer and audience targeting right can produce up to 2,500% better results compared to 50% for layout and 250% for copy.
If everything else is equal, creativity can make the critical difference. But it’s a pretty incompetent marketer who allows everything else to be equal, and a terminally-stupid one who makes them equal!
One of the HUGE benefits of online marketing and selling is the ability to target your audience tightly and test and hone your offer FAST and CHEAP.
John Counsel
CEO, The Profit Clinic
Comment by Pat Hayslett — August 12, 2008 @ 4:30 pm
For basic overall copywriting, nothing beats Bob Bly’s "The Copywriter’s Handbook." Sometimes simplicity is best.
In a close second is Claude Hopkins with "My Life in Advertising." I can’t believe how many people think "Scientific Advertising" is so great. My Life in Advertising kicks the you-know-what out of it.
It actually teaches you to THINK like a marketer, and with specific case studies and instances.
Plus, the tone makes me laugh. A lot. It feels like there’s an old codger from 100 years ago lecturing me on the evils of remaining idle or to remember that academic smarts do NOT motivate people to open up their wallet…it’s like being patronized in a way that makes you laugh, but the point sticks with you
Comment by Gavin Allinson — August 12, 2008 @ 4:35 pm
I took Ray Edwards copywriting course Web Copy Writing explained, it was like the icing on the cake for me. I learnt many new skills that I continue to use in all correspondence and importnatly gave me the confidence to get some paying clinets.
Gavin Allinson
Comment by Gavin Allinson — August 12, 2008 @ 4:36 pm
sadly Ray’s course did not help me with my spelling!
Comment by Clarke Echols (resident scientist and all-around rabble-rouser) — August 12, 2008 @ 5:00 pm
A few months ago, I ordered the DVD pack from FX Marketing for their “Autopilot Sales Formula”, expecting to dig into it when I got through some AWAI stuff I was working on (copywriting and graphic design courses — and I haven’t got to the travel writing package yet), then along came Nick Usborne and his web-copy course. And in the middle of that, I get hammered by Clayton’s Two Hours to more profitable sales copy and along comes this guy named Flores with this MASSIVE thing called The Ultimate Desktop Copy Coach (are these guys swiping my title “The Ultimate Guide to the Vi and Ex Text Editors” I wrote in 1987 that’s still selling on Amazon but my former employer gets the royalties?).
And while I’m trying to get a business off the ground while drowning in good stuff from the aforementioned, I get a call from the FX guys asking me if I’m ready to get it in gear and make some money “right now”. I’m feeling pressured, so I told them I’d call when I’m ready. Then yesterday I got a call from a woman connected with the same operation. Same pitch, but she was a lot nicer. I knew why when I found out her uncle lives less than a mile away and we’ve been friends for years (his brother led the FBI sting that brought down John DeLorean).
But what really gets me annoyed — scratch that — UPSET — is the same outfit called me THIS MORNING, barely 15 hours later to give me the pitch again, and while I was explaining my position to him, the clown HUNG UP on me!
Who do these people think they are? They seem more persistent than the Kirby Vacuum Cleaner salesman I almost had to physically throw out of my house 30 years ago!
They want me to sign up for a one-year “coaching” program at a cost of $3,000-$20,000. And I’m not convinced I even want to watch the DVDs anymore.
They’re not interested in building a relationship before they put the hook on you. You can sense they’re in the back room counting the suckers they talked into these mega-buck cash-flow cows they’re milking.
I understand the value of coaches. But some of these people are half my age. I’ve been on the internet almost since they were born in some cases!
Nick’s web-copy course is a jewel (so far). Brings back a lot of memories of the early internet days. And makes me even more convinced that the principles that build good internet businesses are the same principles that built good store-front businesses 50 years ago. The same principles most of Corporate America has forgotten because the “big boys” are now run by MBAs in suits on Wall Street or 2000 miles away who wouldn’t know a customer if they met one.
The values of the founders of these companies have been abandoned and they’re after the buck.
That’s what makes Clayton, Bob Bly, Daniel Levis, and the others such great human beings. They actually want to help and they aren’t focused on selling 700 bazillion dollars of stuff in 14 hours then boasting about their “success”.
Sam Walton created Walmart by taking care of *customers*. Businesses and the copywriters employed by them would be wise to focus on the same.
Sorry about the tirade. Every time Clayton spouts off, I get this irrestible primal urge to join in the fray because he’s so right.
Clarke
[BTW, Clayton, I ought to get some pictures and send them to you of the flames with airbrushed skulls my son painted on his bike (he's one of the best automotive painters in northern Colorado). I think you'd be impressed. He's GOOD -- like you're good at copy.]
Comment by Aftab Vahanvaty — August 12, 2008 @ 5:09 pm
Mr. Makepeace,
You have said something that even some of the GURUs would not have the BALLS to say.
And you know something Mr. Makepeace….what is worse than their products…
It’s their BLOODY (sorry about my language Mr. Makepeace - but sometimes 4 letters convey messages a lot more better than flowery English language) is there mentoring programs.
What I finding really shocking is the fact that:
1. The sales copy they use to sell their mentoring programs is by far the best pulling, sucking - whatever you want to call it. Mr. Makepeace, I am not referring to C and D copywriters. I am referring to -A and B copywriters.
But guess what happens when they have you mollah - all of a sudden they become busy and they slip. Worse is that they cover it up - they do not have the time when dealing with clients to cover the faults like they did with their sales letters right!!!
2. I find it even more shocking as to why there is no money back on a mentoring program. I swore to myself after being a victim twice, that if a mentoring program does not come with a money back - the GURU call go F$%* (Sorry - but was this the 4 letter word that you were also referring to Mr. Makepeace) himself.
On top of that they have the BALLS to say things like - You do not have the mindset, your thinking is not right, blah blah….you know what I am trying to say.
At the end of it - like you said it takes time and patience and a lot of hard work. These are the facts - if you accept them then you will go places…if not you will be a GURU’s Dream Come True - SUCKER.
By the way - the one person that has come across as an honest person is Ray Edwards. Just as copywriters test - I always first test and continue to test the people I work with…and let me tell you Mr. Ray Edwards is one of the few respected copywriters who is offering real value and who has understood what people like myself want.
Most of the others have not figured out what people like myself want or have come up with pricing through their back sides. You know…it is valued at $9997 but I will give it to you at $97 crap.
I prefer the Take Away Selling any day. With so much of crap out there these days. The sad fact is that not a lot of people use it.
Anyways, ……………..I have said what I wanted to and feel go Mr. Makepeace!!!!
AFTAB.
Comment by Shane M — August 12, 2008 @ 5:11 pm
My choice- Masterson’s AWAI copywriting course.
I bought the course originally as an Opportunity Seeker (ie, thought that I’d be the next Gary Halbert and write for other companies).
Decided very quickly that I enjoy writing for myself and doing research on topics of interest to me (real estate, making money). So I use the skills I learned for my own business and they seem to have worked out very well.
So- I am very happy with the course I bought from AWAI. It’s a huge binder over 400 pages and is full of examples, real life stories and ways to kick start your copywriting career.
If you have no intentions of becoming a copywriter and merely are looking to better your copy, then I would follow Clayton’s advice and look to get on the guru’s email lists.
WARNING- these guys are the best marketers in the world- therefore they know how to sell you things. You can gain a ton of free info just by being on their lists and reading the emails they send out.
So, sooner or later you’ll have the desire to buy something, a promotion or their next best course (that’s how they make a living). I say wait 24 hours, think about why you want to buy it and ask yourself "have I bought anything in the past 30 days that you haven’t fully implemented into your business"?
Answer Yes- wait to buy it- trust me they aren’t running out in 7 hours and it will be offered again.
Hope this helps.
Comment by Marcelino Latorre — August 12, 2008 @ 5:17 pm
Crucial advice to anyone out there sacrificing their time and energy in a possible way out.Not all of us were born with a silver spoon stuck up our ass and to be frank a sucker is born every minute. To be aware is to be alive and I personally want to take this time out to thank everyone at the Total Package for making me abundantly rich in copy knowledge and persuasion tactics. (AWAI’s 6 Figure Course; Ultimate Desktop Copy Coach; Internet access; Local library; Power; Love; Discipline)
Comment by Aftab Vahanvaty — August 12, 2008 @ 5:33 pm
Hi Clarke,
I had the same experience as you had with FX Marketing.
Have you seen those 3 monkeies standing on stage and offerring a mentoring program.
Honestly, I think we are to blame and nobody else. We are not asking the right questions.
We are trying to become like greats by following monkies. How can you become great unless you want to become a GREAT MONKEY!!! Clarke - not talking to you but to myself.
Another check or condition that I have set myself is….
1. Has the GURU made his money or not. If not, then I will not touch him. I would rather go in for more expnsive courses.
2. Email him about anything - that is the GURU. Most reply…but do not stop there - email him again. Maybe this email will come back….then email again (of course it has to be with differrent questions). Keep doing this till the GURU comes back with a very diplomatic answer or gets frustrated and stops. The point it to make him/her mad and then judge their patience and emotional intelligence from their answers - in short their mindset.
If they stop answering - you SACK them even before you buy anything from them. Yes, and I mean SACK. Remember the CUSTOMER IS KING!!! And for Gods sake do not make the copywriter a GOD. He is like you and me. It just so happens that he was at the right place and at the right time…and for you to get there - NOBODY BUT YOURSELF is going to get you there.
SO…SACK him. I have done that twice and boy it felt good. The feeling is better than quitting a JOB. Believe me. And let me tell you that they were truly millionaires but hopeless teachers and worse still money minded selfish human beings.
I mean what good is all his money to you - right? He is not going to pay your bills right - he has to answer your questions - and if he cannot do it BEFORE he has your money - can you imagine what is going to happen when you give him your MONEY.
AFTAB.
Comment by Ray Edwards — August 12, 2008 @ 6:05 pm
Well-said, Clayton.
Your advice on "hitting the books" is top-notch.
I advise reading those classic books on a regular basis.
Now, I had a "head start" on many copywriters in that I wrote radio copy for 25+ years before getting into the whole "direct response" game.
But… just like everyone else, I had to start from ground zero when learning this particular craft. Three principles that I have adhered to that have served me well:
1. Be a perpetual student. The day you decide, "I already know all that" is the day you stop growing. Hear that eerie sound? It’s your death rattle. Never stop learning.
2. Study under those who know. You’ve already said this, so I won’t belabor it. One of my favorite aphorisms on this subject comes from info-marketer Dave Ramsey, who said, "Don’t take financial advice from broke people." In other words… learn from those who have done it.
3. Knowledge is NOT power — APPLIED knowledge is power. Just knowing is not enough. You also have to do something with that knowledge. The world is filled with Phd.s who can’t pay their electricity bill.
I probably own just about every copywriting program, book, or seminar out there (with a few notable exceptions, which I will undoubtedly correct… I am an insatiable info-junkie). Here are the few that got me started out:
The books Clayton already mentioned…Bob Bly: Copywriter’s HandbookBob Bly: Secrets of a Freelance WriterAWAI Six Figure courseAWAI Master’s CourseThere are lots more, of course, but those are the ones that got me up & running, pretty much in that order.
I also have on my desk here a copy of the Ultimate Desktop Copy Coach, which is an essential for any copywriter.
Really, with all the resources mentioned here, you could writer your own "golden ticket" as a copywriter. I know it’s worked for me.
The one element that most people overlook is: in addition to all this reading and studying, you still have to WRITE A LOT OF COPY.
That’s how you get good.
Write. A lot.
And to those who had nice things to say about me and my work… you’re makin’ me blush.
And I love you for it.
Thanks!
Ray Edwards
Comment by Ray Edwards — August 12, 2008 @ 6:07 pm
Well.
It was formatted a lot nicer, and when I pressed "Submit", awful things happened.
Sorry about that, y’all.
Comment by Becky Rider — August 12, 2008 @ 6:42 pm
I purchased AWAI’s Six-Figure Copywriting Course several years ago. I didn’t have a computer–didn’t even know how to get online–and I bought their course from a direct-mail promotion.
Not long after that, the bottom fell out of my little corner of the world. I’m back on my feet again, and working again on the AWAI course. Great learning tool! I do recommend it.
On another note, I’m sorry to hear, but glad to know, that others have had problems with FX Marketing. After trying repeatedly to get my money refunded–to no avail–I finally turned to my bank to have them charge back my credit card, when Wellman flatly refused to honor his written guarantee.
I think for those just starting out, or for those pinched for time, only trust those persons recommended by other persons you already trust. I learned about Clayton, Bob Bly, John Forde, Michel Fortin, Michael Stelzner, Sean D’Souza, David Deutsch, John Carlton, Dan Kennedy, and others too, from Michael Masterson’s AWAI site, or from sites he recommended.
I think, for whatever it’s worth, that doing so is the best path.
Comment by larry davis — August 12, 2008 @ 6:51 pm
Best copywriting stuff I’ve learned ?
2 authors quickly come to mind :
1.] Ken Evoy , M.D. And…
2.] Robert W. Bly
P.S. also learning good stuff
in this "total-package."
Thanks ,
larry
Comment by Jack — August 12, 2008 @ 7:32 pm
Who can I trust? My Dog. The 3 Amigos, get my vote as the only true masters of the copywriting trade today, and most qualified to sell their success at any price: Clayton, Gary Bencivenga and the late Gary Halbert (his letters website is solid gold ). Oh right, they give it away for free. I bought too many copywriting courses, went to a few high priced seminars as well… and combined, they don’t compare with what these guys give away for free. I don’t want to hurt Clayton’s sales with what he does sell, but truth is, you dont need it, or need to buy anything from anybody… Just stay right here at Clayton University, the tuition is free and the education is unparalleled, anywhere. Screw the rest of these wanna - be piker sharks. Example: Clayton’s 37 Point Acid Test For Direct Response Copy. That’s a very valuable tool, a compass to keep you on the right path as you work through your sales copy. And he gives it free free!
Its all here, if you go through all the archives, its a Harved Education right there, FREE ( thank you Clayton) for the taking. Also, Clayton makes you open your eyes, and gives you the cold hard truth and reality in this business, not through rose colored glasses, like the shiesters try to do. I’m staying here, buying nothing, and just focusing on success by studying success… then studying more success, then after graduation I will wade out into the real world to stake my claim as a direct response copywriter. But there really wnt be a graduation , ever… ill study success stratgies for life. I spend hours and hours going over all the archives and I feel that the depth of knowledge here, and the way it’s presented, there’s no reason to stray from this site. clayton gives you the Full Monty, even Bencivenga holds back his complete bag of tricks. Every thing’s here, just need to discipline myself to stay focused with only one way - Clayton’s way. As long as Clayton keeps making dead-on -complete sense, why blur the the field and goal in mind.
Comment by Donna Kaluzniak — August 12, 2008 @ 8:31 pm
Besides The Total Package (a given), here are some other worthwhile copywriting courses and materials:
Peter Bowerman’s The Well Fed Writer and Back for Seconds
AWAI’s Accelerated Program for Six-Figure Copywriting. I really love their Bootcamp too.
Bob Bly’s Secrets of a Freelance Writer
I also really like The Copy Protege. I look forward to the newsletter. And after going through their mentoring program, my copy improved to the point where I won AWAI’s Bootcamp Challenge last year.
Another good resource from Copy Protege that was really helpful–a course on research called Finding the World’s Best Ideas: How to Access More Than $100,000 Worth of Intelligence for as Little as 55 Cents a Day.
And Ed Gandia’s Stop Wishing and Start Earning - A Low Risk Plan to Escape 9-5 and Launch a Profitable Copywriting Business is a great roadmap for starting a writing business.
Comment by Sam — August 12, 2008 @ 8:36 pm
Hey Clayton:
Here’s my story about 2 somewhat horrible experiences:
A while back ago when I launched my website I spent a few hundred on a copywriter for an email autoresponder series and a few thousand on another copywriter for the copywriting on my webpage – with zero return on investment.
The worst part is I researched them a lot — one of them had credentials for working on copywriting for some well recognized firms and the other was an internet marketer. After everything was done I tested and retested their copy and then when I told them about the results – I never heard back from either of them again.
I have half a mind to post both their names & website’s addresses on here but I decided against it.
In the end I ended up writing the website copy myself and that has helped me more then anything else. I would have to say mostly because I meant every word of what I wrote.
I know not all copywriters are like that but the last 2 that I worked with were.
- Sam
Comment by Susan Connors — August 12, 2008 @ 10:04 pm
Hello everyone
There are indeed too many wolves in sheeps’ clothing.
The best course, in an unbiased opinion, I have ever purchased is by far "The Ultimate Desktop Copy Coach" by Tony Flores.
I have been subscribing to Bob Bly, makepeacetotalpackage, Early to Rise and many others for five years now.
I have found the free information to be invaluable and of use to me in my work.
I have picked up some books and really they were useless as a bull is for milking. My bad for choosing wrong ..part and parcel of learning.
I have had to take my work up the next notch..which is why I purchased the Ultimate Desktop Copy Coach.
This is the rolls-royce in Copywriting Courses as it goes step-by-step, with examples into the nitty gritty of copy. It helps me understand the how to’s, the why’s and so much more. For those who want to invest in a product that will be of benefit for many years to come, I cannot recommend this enough.
There are too many so called Guru’s out there ready to take you in hook, line and sinker. Catch you, sell you the product and then disappear into the ocean blue.
There is so much involved in becoming successful online as in other ventures. The Ultimate Desktop Copy Coach is an in-depth, real time expansion of the quality work we see here at The Total Package.
To be successful overnight, takes years of work and research.
I believe we are all lucky..
L - labor
U - under
C- controlled
K - knowledge
With knowledge comes experience, with experience comes life’s many lessons.
Sue in Aus
Comment by Ruth — August 12, 2008 @ 11:21 pm
All the materials I have invested in came from AWAI….about four courses, as a matter of fact…some better than others. I subscribe to many newsletters, read everything I can from all you guys above, and I thank you for the tips and advice. Am I making a lot of money? No, I always feel I am not ready…gotta shake that off!
I do write poetry most every day, following Masterson’s doings. That does need editing, but the story within is not bad, (sometimes) I’m going to hit the road with Catalog Copy, when I can break my procrastination resolve.
Thanks Clayton, for your tireless initiative to help us!
Comment by David Breth — August 13, 2008 @ 6:48 am
Clayton,
Once again, you hit "it", RIGHT ON the mark!!!
The HOURS, upon hours and the THOUSANDS of dollars we have invested to gain the sales and marketing "edge" we have, is something the MANY "self" proclaiming "gurus" / "experts" do not or will never have.
We too see this as we coach small businesses here in Maryland. The number of small business owners who have paid large amounts of cash with VERY little and most times with NO RETURN on their "investment" is staggering.
The marketing "guru" (consultant) made BIG claims, under delivered (or no at all) and we are left to REDO EVERYTHING!!!
We have to re-program the small business owner’s way of thinking, first of all they have been burned by the company making big promises, before we come into the picture and they are on edge and VERY skeptical (we understand this FULLY).
Thank you Clayton and Wendy, for giving your years of REAL LIFE experience to small business coaches, like us. The team of REAL GURUS you have delivering GREAT, ALL meat, no fluff content rich articles, is a phenomenal resource.
MAGICTAINMENT
David Breth
Lindy Scarborough
Comment by Dr. Vikrama — August 13, 2008 @ 7:08 am
Hi Everybody,
Thanks for sharing so many gold nuggets.
I recently purchased AWAI’s course. Initially I had problem related to my order, then delivery. I have to contact Nick Usborne and other related resources for getting these people accept my order.
Finally, I got just right in my relationship with AWAI.
Now I have got greater part of it. I am sure it is a great start for any student of copywriting. It is really a good stuff.
But there are certain issues with their method of promotion.
Their aggressive marketing technique that presents copywriting as a very simple and easy technique that any one could learn… Comparing it to writing a letter to a friend … and like… is what is not right.
After all, I am quite serious about my study, I will follow the advice consistently.
But I admit that I got the ‘realistic territory of copywriting’ after reading Clayton Sir’s blog here.
It is good to sell one’s stuff with such aggressive approach. But it takes a great character like Clayton Sir to tell about the territory accurately to the person who truly surrenders oneself to teachers.
Now students need to discern about teachers, then they should place their loayalty as a disciple.
Best Regards,
Dr. Vikrama
Comment by Clarke Echols (resident scientist and all-around rabble-rouser) — August 13, 2008 @ 8:18 am
Let me make one correction to Susan’s comment (#22):
Luck is “Laboring Under Correct Knowledge”.
As for AWAI presenting copywriting as easy and something anyone can do, I agree with Dr. Vikrama that they may hype it a little “over the top”, so to speak, but from my nearly 30 years of writing, mostly technical, writing is easy if you have at least some talent, and apply yourself well.
However, you still have to do research. You still have to know your product. Your audience. And you have to be able to explain yourself well.
My wife occasionally says we have a communication problem. We have a difference of opinion on the meaning of that word. Some say communication is saying things so that you can be understood. I say it’s transferring information to another person in such a manner that you CANNOT be MISunderstood.
When I was writing computer manuals, I discovered I was a TEACHER. And you cannot teach what you don’t know and thoroughly understand.
And that’s what’s wrong with today’s “higher” education populated by too many overeducated fools who have no connection to the real world. Barack Obama is a classic example of this. He wants to run the whole world, yet he’s never done anything remarkably extraordinary in his entire life that I can identify. And his ideas demonstrate clearly that his “education” has come from kooks and fools.
(there I go again on another rant).
Once you master the art of communicating clearly, writing can be fairly easy. Get all the facts in front of you, and the copy can “write itself”. But only after your thinking has become clear.
Good copy is the product of good, clear, correct thinking. If your thinking isn’t clear, lucid, and customer focused, your copy won’t be either.
That’s why CORRECT knowledge is necessary, and that comes from those who already have it. That’s why the masters — Clayton, Bob Bly, Daniel Levis, David Deutsch, and others are so important in propagating that correct knowledge, and why we appreciate their generosity so much.
You can’t teach what you don’t know and thoroughly understand. Here’s a principle that I’m sure Clayton will like:
Success comes from good judgment.
Good judgment comes from experience.
Experience comes from bad judgment.
Here’s another:
Sow a thought, reap an act.
Sow an act, reap a habit.
Sow a habit, reap a character.
Sow a character, reap a destiny.
A third?:
I have never met a successful person who was not well educated.
BUT–
True education comes from experience, not just from sitting in a schoolroom.
And the real zinger:
If formal education is the pre-requisite to wealth and accomplishment, why do so many of the people I’ve met who make more in a year than most people do in an entire lifetime have a history of never finishing high school, or never going to college?
The answer:
You can’t teach what you don’t know. Teachers and professors, for the most part, attended school and got a job teaching others how to attend school and get a job. They don’t understand that the real lessons of life come from being in business and raising children. Unfortunately, too many of these bozos end up in Congress.
[I speak from experience. We have nine kids and 13 grandkids, and we're just getting started. My half-sister has over 140 great-grandkids.
Hey, we're just trying to populate the earth with a generation that has a little good sense. 
No, I'm not worried about the "population explosion". Let those who worry about that limit their procreation. It cleans the "gene pool". 
Better stop before I get on another rant.]
Signed: The Old Codger
Comment by Clarke Echols (resident scientist and all-around rabble-rouser) — August 13, 2008 @ 8:26 am
Oops– I goofed:
Success comes from WISDOM.
Wisdom comes from good judgment.
Good judgment comes from experience.
Experience comes from bad judgment.
I knew I was missing something. Three lines were much too short.
Sorry about the error. I try to avoid them.
CE
Comment by B. D. Carlile — August 13, 2008 @ 10:26 am
Thanks Clayton for your diligence. Regarding the best marketing resoruce… AWAI’s course spurred me to action. It forced me to stop dreaming and start doing. I’d say anything that gets you motivated, be it a course or a book… whatever. Life is a minuet, so get up and dance.
Comment by Gerard LeBlond — August 13, 2008 @ 11:02 am
Want to break into the copywriting business? There are impossible ways (too many to count but an obvious sure-fire way not to get into the business is to only think about it and do nothing to actually write copy), hard ways (send out resumes with no or few success stories to launch your career), lucky ways (knowing someone who acts as your mentor and helps you get into the business) and a sure-fire way. Let’s look at that "sure-fire way" to break into the copywriting/direct response marketing business.First, establish yourself as a successful marketer by working on your own project… (in this case you are the boss who comes up with the idea and then you turn right-around and hire yourself to execute the project). Do the following: ü figure out your strong suit… your unique talent… your passion (all should converge together) ü find a hungry, rich market that wants what only you have to offer ü create a product to satisfy that targeted market’s wants and desires ü promote that product by o writing a book on the subject o going on the lecture circuit giving out important info found in your book o sell your book from the platform o create a related newsletter on the subject… and give away free copies to seminar attendees… make certain there are contact info and website links for people to sign up for your paid newsletter… a continuity membership product o set up an online sales letter page with autoresponders and shopping cart features o build and grow your email list and market to that list on a regular basis But I need a step-by-step proven method to create and market my products. Where do I get this information from the mass of stuff out there?I suggest that you use Marlon Sanders’ "Dashboard products" to create your unique products, to market and promote your business… these online tools have a one time cost (less than $100 each… just google "marketing dashboard" or "promo dashboard" or "info-product dashboard" or "design dashboard" to get the links and scoop on these tools…) and once you have your username and password set up you can use them simply by logging in on your computer. If you follow the 36 steps, one step per day, presented in any of the dashboard products, you’ll get successful results in 6 weeks or so… and those results can be used to beef up your marketing/copywriting resume.Once you’ve become successful doing this do it again to show that the success of the first project was based on skill and effort and not just on dumb-luck… Then do it again… Once you’ve got the process down pat… you can start selling your copywriting/marketing experts to the big-boys… the big businesses that need your kind of talent and ability to get things done. But, frankly, once you’ve figured out how to be a successful marketer you’re probably not going to want to work for anyone else… why do so when you can generate all the business you can on your own business… Come to think of it… you can pull a Gary Halbert and sell the cash cow business you create to work on other interesting projects… at least that’s what he did with his Family Crest business when he started out in Ohio. Had an idea, got it to work… made boat loads of cash… sold the business and then moved to California… swimming pools, movie stars.Respectfully, Gerard LeBlond
Comment by Ray L. Edwards — August 13, 2008 @ 11:07 am
By the way - the one person that has come across as an honest person is Ray Edwards. Just as copywriters test - I always first test and continue to test the people I work with…and let me tell you Mr. Ray Edwards is one of the few respected copywriters who is offering real value and who has understood what people like myself want. Most of the others have not figured out what people like myself want or have come up with pricing through their back sides. You know…it is valued at $9997 but I will give it to you at $97 crap. I prefer the Take Away Selling any day. With so much of crap out there these days. The sad fact is that not a lot of people use it. Anyways, ……………..I have said what I wanted to and feel go Mr. Makepeace!!!! AFTAB.Thanks AFTAB!It can be confusing when you share the same name and profession with another person but just wanted to clarify that AFTAB is talking about my Learncopy.com coaching program. :)-Ray L. Edwards
Comment by Gerard LeBlond — August 13, 2008 @ 11:29 am
Incidentally - the one other person that has come across as an honest person, other than Ray Edwards, is Gerard LeBlond. Just as outstanding copywriters test - I too always test, not only my copy, but also the folks I work with…and let me state, very strongly, that Mr. Gerard LeBlond is one of the few respected commenters who is offering real value and who has understands what people in my market really want. Many, if not most, of the other participants have yet to discover what people like me want or discovered with pricing through their back ends. Thank you Mr. Makepeace!!!! I simply wanted to clarify my position. :)- Gerard LeBlond
Comment by Jack — August 13, 2008 @ 2:27 pm
Snakes to my Left… Wolves to my Right
<br>
I look it at it like this, I decided to become a copywriter and make it my career … so,
just like the guy who wants to break into the brick laying trade has to for a few years, apprenticeship under ONE master brick layer at a time, focusing on learnng one way…..I’ll do the same.
<br>
Get grounded with the old masters, then pick one mentor.
<br>
Just shut the door on all the distractions, the bull shit, the Guru piker, the shark - selling - frenzy that’ll always be there to take your money and your focus away from your goal.
<br>
I put line break codes in this time, hope it works.
Comment by Cathy Sutter — August 13, 2008 @ 2:39 pm
I have the AWAI course, good starting point…but now that I have
The Ultimate Desktop Copy Coach, there’s no comparison.
I’m also going to Carline’s bootcamp next month. Uh, there’s a rumor going around that Clayton’s gonna be there…that’s a big WOW! (Maybe I will have an opportunity to get drunk with this guy after all…) :) OK…just kidding. It will probably be best to remain level-headed for the duration of the gig. HA…
Sure, it’s good to read the legendary masters’ books (Hopkins, Collier, etc.) and to check out blogs of various A-list copywriters…but just how much can you read?? :) I mean, when will you have the time to write???
I kind of like sticking to just a couple of teachers…and if I can’t learn from Clayton and Carline…well, then, there’s no hope for me!
Just the same…I will be purchasing Bob Bly’s Copywriters Handbook and most likely Gene Schwartz’s Breakthrough Advertising. I also frequently check the best place to get books (my local library).
Of course, the wealth of education on the Total Package web site alone is fantabulous…(both fantastic and fabulous)…plus the FREE down-loadable books offered. Thanks Clayton!
Comment by Cathy Sutter — August 13, 2008 @ 2:46 pm
Just after I posted, I saw Jack’s post…totally agree with you Jack! Learn from one master bricklayer…
That’s why I’m focusing on learning one way–from Clayton and Carline…after all, she learned from Clayton! Touche`
Note to Jack: To separate paragraphs…I just hit the "enter" key…that works. HA…
Comment by Gerard LeBlond — August 13, 2008 @ 10:10 pm
Very best marketing and/or copywriting products you’ve bought — Eugene Schwartz: "Breakthrough Advertising"Lester Wunderman: "Being Direct"Richard V. Benson: "Secrets of Successful Direct Mail"Daniel S. Kennedy: "The Ultimate Marketing Plan"Daniel S. Kennedy: "The Ultimate Sales Letter"Gary Halbert: "The Boron Letters"Joe Girard: "How To Sell Anything to Anybody"P.T. Barnum: "Struggles and Triumphs or Sixty Years’ Recollections of P.T. Barnum including his Golden Rules for Money-Making" 1889Jay Abraham: "Your Secret Wealth" cassette course from Nightingale-ConantNapoleon Hill: "Think and Grow Rich"Frank Bettger: "How I Raised Myself From Failure To Success In Selling"Joe Karbo: "The Lazy Man’s Way to Riches"E. Joseph Cossman and William A. Cohen: "Making It! Wealth-Building Secrets From Two Great Entrepreneurial Minds"John Kremer: "1001 Ways To Market Your Books"The worse marketing and/or copywriting products I’ve bought —Bruce A. Berman: "I Got Here. You Can Too! A Master’s Course in Becoming A Millionaire"Mike Filsaime: "The 7 Figure Secrets"Respectfully,Gerard LeBlond
Comment by Shanika Journey — August 14, 2008 @ 12:03 am
Hey Clayton,
Nice article. Just one thing since I am aspiring to be a damn good copywriter myself.
All the tips you have mentioned? I already do every last one of those steps to make sure I am buying from a a strong suited copywriter, or gaining some good knowledge at least. Been doing that for a couple of years now.
That’s how I found you, Yanik Silver, Frank Kern, Dan Kennedy, Gary Halbert, and Micheal Fortin. And then you guys refer who else is pretty strong suited as well so I look them up too.
That’s how I know who to look up. What to read. I dig and dig until I find what I may or may not know to improve my copy skills for (in my opinion) the best.
Great reminder article for me. It Tells me I’m on the right track and influence to further develop my skills
Comment by Nizom — August 14, 2008 @ 3:32 am
I’ve started with The Gary Halbert Letters…then bought recommended by him (The Halbert’s First Approval Seal) "Shortcut Copywriting Secrets" by Scott Haines (indeed it’s shortcut and REAL getting-started tool) …and advanced with Gary Bencivenga 100 Seminar DVDs (AWESOME!).
The rest is…work, work and work!
Hope, it helps.
Nizom
Comment by Larry Mekus — August 14, 2008 @ 11:29 am
THE BEST OF THE BEST….
1. Everything…absolutely everything that Clayton Makepeace offers, sells, and even gives away. I have almost every product he has produced, and wouldn’t trade it for the world.
2. MCG (Monthly Copywriting Genius) offered by AWAI. Paid for a lifetime membership, and the monthly information is excellent!! You receive an interview, a control that is dissected in detail, and also a monthly report on subject of copywriting.
3. And just as important, Carline Cole’s upcoming, first ever, 3-day bootcamp in Atlanta. I already know that is to be a sure hit, full of value.
Comment by Zelimir — August 14, 2008 @ 4:29 pm
Hey folks,
just a few blurbs from me, being a beginner, it`s not hard to drown in a sea of information that the Internet is. Since I got interested in copywriting, there are three people I fell in love: first Michael Fortin with his honesty and will to help and power to teach, Clayton with his unique personality, huge ego I adore and laser focused precision in delivering the message to target audience that always manages to blow me away. And every blog post from him is greeted in my mailbox like royalty has arrived. And there is Gary B, the guy who is just so genuine, that it is irresistable, combined with his knowledge and experience, I fully understand where his success came from. Thanks to all three, and they all get my humble, but deepest reccomendations for begginers in need of guidance, I know I will stick with them.
Comment by Rens Baggermans — August 15, 2008 @ 10:38 am
Hello Clayton,
I think finding useful free information is indeed a good thing… Like strategies or tactics that you can learn for free from the real experts.
However, I remark that I (just starting out) do indeed get good advice from you and other experts that are worth the read, but I miss a SYSTEM. In a course often there’s given a system from where to start for example. I miss that in reading the free advice from experts.
When people are more advanced I can understand that these free parts of advice are worthwhile. But those people can often implement them right away.
Thanks for reading this and I hope you’ll give me a response with some advice :).
All the best,
Rens