Posted by: Clayton Makepeace
January 26, 2009
Issue #597

This Quiet Revolution
Could Make You a Bundle in 2009

(Yes, even in THIS lousy, rotten stinking economy!)

Dear Business-Builder,

I won’t B.S. you.  2009 is going to be one hell of a year.  And not in a good way.

In fact, when it’s all over, you may be longing for “the good old days” of 2008 …

• Before dozens of emerging nations in Asia, Eastern Europe and Latin America plunged into depression …
• Before the banking and credit crisis in the UK and Europe pushed those nations to the brink …
• Before Bank of America and Citigroup rolled over like dying whales and hundreds of mid-size and smaller banks went bust …
• Before unemployment rates soared into double-digits, depriving millions more families of their paychecks than during The Great Depression of the 1930s …
• Before skyrocketing unemployment scared the bejesus out of every other consumer worldwide, causing them to squeeze every dollar until George screams “Uncle!” …
• Before off-the-scales U.S. Treasury borrowing crushed the bond market and sent interest rates soaring into the stratosphere …
• And before Washington blew another three or four trillion and nationalized (read:  “Socialized”) the entire banking system in a failed attempt to fight this crisis.

Now, maybe the thought of having the same idiots, who caused this crisis by MISmanaging the U.S. economy, expand their role managing U.S. businesses – the politicians and bureaucrats whose efforts created the massive debt bubble that is now crushing our economy – doesn’t worry you right now.

Maybe the thought of having your mortgage, car loans and credit card debt collected by an organization exhibiting all the efficiency of the Post Office and the DMV — and all the compassion and patience of the IRS –doesn’t worry you either.

Just wait.    

But believe it or not there’s good news for you, too …

There’s a silver lining in this disaster for you,
me and everyone who’s reading this.

Because as entrepreneurs, we have the freedom and flexibility to shift our focus to the few remaining sectors of the consumer and business marketplaces where a living can still be made – no matter how much worse things get in the year ahead.

And as copywriters, we have the one skill that every company in the world will be most desperate for:  The gift for boosting sales and profits.

Sure, many companies will simply stop promoting in the months ahead – opting to save cash instead of risking it to produce sales.  But they’re idiots and in the end, they’ll get what they deserve.

But many other business owners, chairmen and CEOs will experience a “Come to Jesus” moment that has been long-coming – and that has the potential of saving their companies, their employees and their families from disaster.

I’m seeing it right now – it’s going on quietly; behind the scenes. 

Famous online entrepreneurs suddenly suffering huge sales declines … wondering why the strategies they’ve been teaching are failing miserably to boost their own sales …

And coming to the conclusion that, all other things being equal, great sales copy is the ONE THING with the power to create growth in a shrinking economy.

Until now, they didn’t need us.  The Internet was brand-sparkling new.  Their brilliant, pioneering marketing strategies alone were enough to guarantee a tsunami of leads and conversion rates that turned mind-blowing numbers of those leads into paying customers.

And like their forefathers – marketers who harnessed a new direct mail in the early part of the 20th Century … television infomercials in the 70s and 80s … and other new technologies to produce sales – the results were spectacular even when the sales copy stunk up the joint.

Now?  Not so much …

Sure – they’re still generating leads out the wazzoo.  Because people love to snag free stuff online and probably, always will.

But as consumers continue to become increasingly worried about what the future holds for them, the e-mails and sales pages that once triggered tidal waves of conversions, sales and profits aren’t doing it at anywhere near the rate they used to.

And so, the smart ones are beginning to wonder …

“I’ve often heard that stronger sales copy can double, triple, even quadruple response rates – couldn’t stronger copy more than make up for the plunge in response I’m suffering now?”

So, instead of keeping all their eggs in the same old “strategy” and “formula” baskets – and having a raw newb patch together sales copy on the cheap – these quite bright entrepreneurs are beginning to seek out and actually PAY pros who know what they’re doing.

And once they see the miracles that professionally produced sales copy can produce, they suddenly – for the very first time – are beginning to fully realize how much money their “good enough” copy has left on the table over the last decade.

And they’re kicking their own keesters around the block.

Thank whatever God you worship
that you discovered this copywriting thing of ours

I don’t mind telling you that I can’t believe my good luck at stumbling into this profession lo, those 40-odd years ago.

At the time, I just saw it as a way for an unskilled high school dropout with a knack for persuasion and word-juggling to make a living wage. 

Later, as my skills improved and the royalties began rolling in, I began  to see it as a way to get rich.

But now, I’m seeing it as something even more precious: 

Even while more than 15 million of my fellow Americans watch helplessly as their paychecks vanish …

And as they stay up nights wondering how they’re going to house, feed and clothe their families as this “Great Recession” transmogrifies into The First Great Depression of the 21st Century …

My ability to write winning sales copy gives me a recession-proof, even DEpression-proof way to provide for my family.

Right now, every company in America
needs ONE THING to survive.

You have the power to give it to them.

What do you think that’s worth?

My advice:  If you’re just getting started, keep at it.  Study harder.  Sharpen your skills.  Begin with our archives.  Plunder them for all they’re worth.

Invest only in things that will get you to copywriting competency in the shortest amount of time possible.

Grab clients by making them an offer they can’t refuse. 

“Your sales copy sucks.  I’m betting I can kick your response up an order of magnitude.  I’m so sure, I’ll write your next promo for free.  All I ask is that you pay me a small commission on the sales I produce for you.”

If you owned a company that was struggling with declining sales, wouldn’t YOU jump at an offer like that?

Who wouldn’t?

Food for thought …

Yours for Bigger Winners, More Often,

Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE

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21 Comments »

1. Comment by Ricky Breslin — January 26, 2009 @ 5:24 pm

   Excellent post Clayton! I’ve been seeing declining conversions in a ton of markets online. And most of them DO have one thing in common, average copy. You hit on the head with this post.

2. Comment by Joseph Ratliff — January 26, 2009 @ 6:46 pm

   Good read Clayton…

   There was a time where “sub-par” to “average” marketing copy would still perform well enough to satisfy the profits of most companies.

   That’s no longer the case.

   Copywriters…get ready…and put yourself in front of your markets with an attitude of leadership.

   It’s time to rock this business.

3. Comment by John — January 26, 2009 @ 6:51 pm

   So So true Clayton.

   I have clients who are literally paying me unasked for bonuses because of launch copy I have done for them…

   They want to book me for years in advance Why…because I studied the masters such as yourself…Legendary Gary Bencivegna…Gary Halbert…Frank Kern…etc. and now…

   when I write an email it’s like a currency printing press!!! (But with out the inflationary effect

   I agree with you copywriting, is going to make me as rich as King Midas no matter what happens to the economy, and I am grateful to wise old masters like you who teach the craft to new up and comers so generously.

   Thanks a million Clayton,

   John

4. Comment by Susan Connors — January 26, 2009 @ 7:47 pm

   Hi there Clayton

   This is soo true about — opportunity knocking. Already, I am seeing an increase in the possibilities of new clients. I am not the worlds best and I am not the worst either.

   There will always be talented people out there, people who are wizards with words etc better than me and this is good. Competition helps me face my demons - to improve on what I know and show me what I don’t.

   My copywriting keeps coming back to me to be a useful skill - time and time again. Now my website is getting a much needed overhaul.

   I specialize in home, small and medium businesses copywriting and marketing. That’s where my skills lie at their best. Online and offline content are my area where I can help people.

   Now there are a host of great sites already out on the web, The Total Package is one of them

   My aim is to take marketing to another level. A action plan of steps, how to do things, bring people together to help them get the best return on their investment.

   You read the same information, in different books, reports etc and are still left with wondering “How do I do that?” My take is quite different and I am excited about my career again

   Old sages - the guys with the white hair - like Gandolf in Lord of the Rings - have been saying through times of old - when one door closes another one opens. Yes, you will get your fingers jammed in some, some will slam in your face, others won’t open at all. Somewhere someone will like your idea and the door will open.

   So - hang in there. As Copywriters be proud - marketing consultants, business owners, those with an idea.

   Follow Claytons advise - stand up and be counted. In crisis comes opportunity. Through shakeups change happens.

   Clayton I love these two parts of your post:

   “I’ve often heard that stronger sales copy can double, triple, even quadruple response rates – couldn’t stronger copy more than make up for the plunge in response I’m suffering now?”

   Grab clients by making them an offer they can’t refuse.

   “Your sales copy sucks. I’m betting I can kick your response up an order of magnitude. I’m so sure, I’ll write your next promo for free. All I ask is that you pay me a small commission on the sales I produce for you.”

   If you owned a company that was struggling with declining sales, wouldn’t YOU jump at an offer like that?

   Who wouldn’t?

   Food for thought …

   Best Wishes everyone

   Susan Connors
   “Australia’s Marketing Advisor”
   http://www.marketingforlife.com.au

   PS I have a wonderful business mentor I have met through the Total Package - Toni Larson.

5. Comment by Fred Black — January 26, 2009 @ 9:16 pm

   Thanks for the kick in the pants! I just emailed a prospect that I’ve not talked to in several months.

6. Comment by Dr. R. Marek — January 26, 2009 @ 9:29 pm

   Clayton,

   Well put. That is THE perfect strategy.

   One snag though, how do you know how much money your promotion generated for the client, so you get your just compensation?

7. Comment by David — January 26, 2009 @ 9:48 pm

   Color me scarcity mentality if you like… more money in a financially struggling entrepreneur’s pocket is tempting him or her to use my commission money elsewhere…

8. Comment by Joe Swopes — January 26, 2009 @ 10:16 pm

   Great point…I think those that suck it up and keep plugging away will see success. No one is saying it’s easy, but the opportunity is there…

   Good stuff Clayton.

9. Comment by Shanika Journey — January 26, 2009 @ 10:35 pm

   I’m extremely sick, so that will be my excuse for the comment below:

   HALLELUJAH!! PREACH IT, PREACHER MAN!! PRAISE HIM!! PRAISE HIM!!

   I got the happy feet. I’m dancing to a song I don’t know the words to in my head!! I got the spirit from your sermon, sir! Speak the truth, Makepeace!! TELL IT LIKE IT IS!!

   Hee Hee…got tired of writng, “great article” or “that’s a wonderful article”. Just wanted to know you’re right. Just in a more different, but fun and kinda similar way.

   At least I hope that was similar. I dunno. I’m going back to bed. I’m really feeling the medicine. Amen.

10. Pingback by Could 2009 Be A Great Year For Copywriters? | "Maximum Results Copywriting" — January 27, 2009 @ 12:19 am

    [...] “This Quiet Revolution Could Make You A Bundle In 2009″ (Yes, even in THIS lousy, rotten stinking [...]

11. Comment by Scott Huus — January 27, 2009 @ 3:23 am

    Clayton,
    You’re the man!! I’ve already implimented this strategy and I plan to continue to do so, as this can open doors to more business partnerships and profits in the future. I’m reading all your emails and archives from now on, instead of just the ones with headlines that capture my attention.
    Thank you for the value,
    Scott

12. Comment by Clayton Makepeace — January 27, 2009 @ 5:40 am

    TO DR. MAREK (POST #4) AND DAVID (POST #5):

    I get that question a lot: “If I work on spec, how can I make sure my client pays me what he owes me?

    Truth is, I’ve been working on commissions and royalties for nearly 40 years. My clients have paid me tens of millions of dollars. I’ve had clients cut me royalty and commission checks for up to $650k per month — and giggle while they’re doing it — because the know my $650k commission means they made $6.5 million.

    Have I ever been short-changed on a royalty? Probably. But I’d be willing to bet that, compared to what I’ve earned, any losses were insignificant.

    Why have I been so “lucky?”

    Well, for one thing, I only work with companies that have a reputation to protect. Companies that regularly use outside copywriters know they’ll never get the best if they become known for screwing them.

    Besides — cheating copywriters is stupid. You don’t grow a company by killing the goose that laid the golden egg — especially in this economy.

    Don’t think your client is smart enough to figure out that shaving dollars off of royalty checks is counterproductive? Still worried about your compensation? OK — then …

    1. If you’re doing an online promo, require access to your client’s shopping cart so you can monitor sales yourself.

    2. If you’re doing a direct mail promotion, require a copy of the postage receipt from the lettershop.

    3. If you’re doing less trackable promos — print, TV or radio, for instance — have the orders taken by a third party caging company and have daily sales reported to you as well as to your client.

    4. And just for good measure, have a contract that documents your compensation terms with penalties for late and short payments and that also gives you the right to audit the client’s books at will.

    Finally, if you’re still worried, recognize that you deserve a better class of client. If you feel you’re being cheated, fire the bastard and move up to clients you don’t have to worry about.

    One last thing: In any venture, it helps to have a solution-oriented mindset. If you spend your time looking for potential problems and then giving up as soon as you spot one, you might as well quit now.

    If, on the other hand, you begin with the belief that just about any obstacle can be overcome with a little creative elbow grease, skull sweat and honest negotiation — or better yet, that every problem is really an opportunity in disguise — you’ll go far.

    Hope this helps …

13. Comment by Nizom — January 27, 2009 @ 7:01 am

    Thanks Clayton,

    Your post is very time-sensitive…and supportive.

    Once again, it helps to keep going for all those who are just learning copywring and marketing…especially in times when you start doubting you’ll succeed in this business.

    You’re right, let’s work more and go far. It’s worth it.

14. Comment by Dr. R. Marek — January 27, 2009 @ 9:09 am

    - - Follow up comment to Clayton’s response - -

    Clayton,

    Thanks for the ever so true comments to my question. You have hit the nail on the head (again).

    One of the biggest issues in this (and most other business dealtings) is TRUST.

    If you don’t feel that you can trust your client, then why would you ever want to work with them anyways.

    Plus, you are absolutely correct, the client has much more to lose if they are dishonest or treat you poorly. A ‘bad’ reputation is hard to mend.

    Take care and stay safe.

    Dr. Ron

15. Comment by Carolyn Warren — January 27, 2009 @ 6:30 pm

    Fanfreakintastic!!! Thank you for the idea, the inspiration, and the mindset, Clayton.

16. Comment by Robert Nomura — January 27, 2009 @ 6:52 pm

    OK you convinced me. I’m going to offer this to every potential client.

    Before I would cherry pick then offer them a spec assignment.

    I’ve had some success with past clients so I’ll go ahead and offer this to everyone first (then cherry pick - make sure they’re above board, aren’t flakes, etc).

    I’m ready to kick butt!

17. Comment by Clayton Makepeace — January 27, 2009 @ 7:24 pm

    Hi, Carolyn! Good to hear from you. Hope you’re doing great. Boy — was your book about mortgage frauds timely or WHAT?

    Go get ‘em, Robert! The real beauty of this approach is that clients jump at your offer thinking they’re getting the steal of the century — really putting one over on you.

    But when you hit it out of the park and give yourself a six-figure payday, the client can’t complain because he made SEVEN figures — ten times more.

    Win, win, WIN!

18. Comment by Zelimir Graf — January 27, 2009 @ 8:16 pm

    Geez what a post by a master…so inspirational. I`ve been thinking about copywriting these days and how much I like this profession. Thinking about how my knowledge and skills are going to get better over time. And then I`ve been thinking how much the business owners are going to need my skills to keep theirselves above water. This year should be easy picking, right guys and girls? Specially with this kind of help and guidance we get on this website.Thank you again Clayton and the gang for this wonderful gift that just keeps getting better and better every second.

19. Comment by Hal Major — January 29, 2009 @ 8:31 am

    Hi Clayton,
    As a retired marketing consultant I will vouch for the fact that during tough economic times a copywriter’s prospects for more and new business are excellent.
    I would encourage my clients to improve their ad copy by sub-contracting with a professional copywriter. Many took that advice and always experienced sales growth when teamed-up with the right copywriter. Some clients looked at me as though I had just escaped an asylum. Regardless of the amount of proof they would ignore the advice and continue to experience declining revenues. A few of them closed their doors forever.
    We have a golden opportunity with the current market to let our talent shine through the gray overcast of a recession.

20. Comment by John Forde — January 31, 2009 @ 11:59 am

    Clayton,

    Absolutely.

    - John

    P.S. I like this post so much, I’m going to urge my Copywriter’s Roundtable readers to log on to this page and read it.

21. Comment by Paul — February 1, 2009 @ 2:01 pm

    Opportunity abound Clayton. I love opening up conversation with a business owner by asking two simple question(s)

    1.”Why should I buy this product you are advertising?”
    2.”Why don’t you say so in this ad?”

    On the political point. You gotta have SOME comfort in knowing the new stewards of the recovery are the same geniuses who gave us the tax code!

    Paul Flood