Web Bums, Beggars and Deadbeats
A rant.
OK, so I lied.
I promised we’d dive into the process of turning a prospect or a client into a partner today. But something’s gotten under my skin and frankly, until I get this off my chest, I’m not going to be any good to you or anybody else.
The good news is this new format lets me publish any doggone time I want to. So this week, you get two doses of Makepeace: This one, plus a post on Thursday in which – my hand to God – I’ll walk you through the process of your first meeting with a prospective partner.
We cool? Cool.
So here’s the deal …
Last week, my 14-year-old genius daughter was invited to spend part of her summer across the pond in an extended studies program at Oxford University. So I figured The Redhead and I would just ship our Harleys to London, fly over with her, then spend a few weeks tooling around Jolly Old England and Europe.
Heck – I could even pay for the whole adventure while I was there. Maybe drop in on Drayton Bird in London and talk him into doing a two-day event with me for our limey friends.
Or swing by my pal Norman Rentrop’s HQ in Bonn and give that workshop his people have been trying to get me to do for ages.
Better yet, I could make a beeline to Stuttgart and pick up that new Porsche GT2 I’ve been Jonesing for. There are only 165 allotments in the US and all of them are long gone. But not only could I buy my next supercar in Germany; taking delivery there would save me tens of thousands AND I could crank up a little Wagner while putting my new baby through her paces out on the Autobahn and the Nuerburgring.
“No way,” says The Redhead. “Remember you have BIG PLANS (which I’ll tell you about in a few weeks) for our subscribers this summer. There’s no way we can get away.”
I hate it when she’s right. And I hate it even more when that means a huge opportunity to make major memories will be missed. Needless to say, I was NOT a happy biker.
Then, later in the week, another great money-making opportunity presented itself. A huge company asked permission to give me ten percent of sales if I’d partner with them. In our first year, my agency ResponseInk would bank ten million or more.
“No way,” says The Redhead. “Our staff (now 19 employees and still growing) is stretched too thin. If we take on another client now, there’s no way we’ll be able to do everything we have planned for The Total Package.”
Curses. Foiled again! No terrorizing the gentry in England and Europe on our Harleys. No screaming down the Autobahn in a new GT2. No new multi-million-dollar payday.
All because we’ve made the commitment to help our readers explode their businesses and careers in The Total Package.
Oh well … at least we can console ourselves with the knowledge that we’re helping good people – people who appreciate our commitment to their success.
At least I can take some satisfaction in that … right?
Fast forward to this morning:
Googling myself … finding 199,999 positive listings
about The Total Package – and one crappy one …
So this morning, I Googled myself to see what kind of scuttlebutt we’re getting on the web these days. That always cheers me up.
Now don’t get me wrong – the vast majority of the hundreds of thousands of websites that mention us say only good things.
But in one of them – just one – I found a site owner who’s bitching about the fact that we offer products <gasp> FOR SALE!
Now, this person said nothing about the more than 400 articles that we offer in our archives – thousands upon thousands of pages packed with business-building, career-building, response-building insights and advice – all for free.
… Or that we bring you the best response-boosting and money-making ideas, advice and insights from legendary pros like Drayton Bird, Gary Bencivenga, Bob Bly, Yanik Silver, Michael Masterson and many others – all for free.
… Or that we bring you tons of extra ways to intensify and broaden your understanding of direct marketing with fantastic articles about what’s working now by working pros like Daniel Levis, Troy White, Julie McManus, Tony Flores, MaryEllen Tribby, Carline Anglade-Cole, Wendy Montes de Oca, Pat Coffey and others – all for free.
… Or that we’ve also gone to the trouble to create a comprehensive direct response glossary and other online tools you can use anytime – all for free.
… Or that we spend a not-so-small fortune to pay the wonderful employees – administrators, web designers and subscriber services people to bring all of this to you – all for free.
… Or that our readers have sent us nearly 2,000 unsolicited letters thanking us for all of this and saying how much money we’ve added to their income – all for free.
… Or that neither Wendy nor I or anyone else in my family has ever taken a single solitary penny in return for all this – or that every dime earned through the sale of our products is re-invested to help more marketers grow their businesses – all for free.
No, this bitter, angry old gasbag has her panties in a knot because we also offer a handful of products for sale.
Now I’m not sure; but I can only assume that this holier-than-thou blogger gives away her work product for free – and then panhandles on street corners for change needed to stuff Big Macs into her gaping pie hole.
Otherwise, she is worse than just a harmless idiot. She’s also a brazen hypocrite.
But such is the Web. A place where millions of deadbeats have come to believe that they are entitled to benefit from the fruit of others’ labors for free. And most amusing, a place where charlatans posing as marketers can deride good people who overdeliver and undercharge for great products online.
Now, I’d like to be able say this is the very first time
anyone has said anything this stupid to us or about us.
Unfortunately, it is not.
The fact that we spend a bunch of time, skull sweat and money to create in-depth educational products for our readers – and then have the effrontery to ask a fair price for them – has offended other readers over the years.
Heck: I even included a passage for these folks in our “Welcome Aboard” letter – and I quote:
“… Every once-in-a-while, some yahoo is insulted that we have the unmitigated gall to ask for money in return for a service rendered or a product delivered.
“They’re shocked – SHOCKED, I tell you – that we would dare to advertise and market a product in an e-letter on advertising and marketing(!).
“My advice to these guys? “If you think it’s wrong to ask for money in return for bringing tremendous value to people … if you think advertising is evil … there is a very good chance that you could be … IN THE WRONG BUSINESS!
“’Nevertheless,’” I continue, ‘you can still enjoy The Total Package™ without getting your panties in a knot: Just resolve not to think of our ads as ads!
“’Pretend they’re like a swipe file: Real-world samples of some pretty darned effective sales copy by a top writer that you get for FREE – in addition to your free subscription!’”
“There.” I said, having written the passage above, “That should allow any spoiled-rotten, world-owes-me-a-living bum, mooch or deadbeat … any schizophrenic, conflicted, muddle-minded airhead who holds himself out as a marketer but who inwardly despises marketing … any commie bastard who believes it’s our duty to sweat, strain and spend our money to help them.
“Now even those morons can enjoy The Total Package – just by pretending our promos are just free additions to their swipe files.”
Evidently, it hasn’t worked as well as I’d hoped.
So is there a point in all this? A lesson to be learned?
Sure. Three, in fact.
First, if you’re going to do anything with your life, you need to know right up front that you will have critics.
Scratch that. First, you’ll have doubters. Friends, family, even spouses who can’t dream as big as you can. Hopefully, they’ll love you enough to support you anyway.
But then, as you actually begin to succeed, a jealous and insecure few will attempt to reduce you through criticism. Because the bigger you get, the smaller they feel. And of course, the more successful you are, the more critics you’re likely to get.
A few weeks back, a presidential candidate was heard to say, “You know you’re over the target when you begin taking flak.” When losers criticize you, consider it a badge of honor.
Second, examine your core beliefs. You’d be surprised at how many people who inwardly hate marketing have chosen to become marketers simply because they believe it’s a good way to make money.
The best marketers are those who rejoice every time a well-done promotion hits their mailbox or inbox … who study it carefully for the thoughts behind the thoughts and for the nuances that make the difference between merely great copy and truly excellent copy.
As the great Bob King is famous for saying, marketing should be the art and science of bringing value to consumers’ lives at a price that is insignificant relative to that value.
If the products you promote do that, you are doing mankind a favor. Any core belief that prevents you from feeling good about improving your prospects’ lot in life should be unceremoniously discarded.
Of course, if you don’t honestly believe the products you’re promoting provide tremendous value, you’ll be a much happier and much more fulfilled person if you’ll find another product that does.
And if you’re promoting great products and still despise what you do, please – for Buddha’s sake – find another career! No amount of money in the world is worth loathing yourself for earning it.
Third, everything in life – including a free subscription to The Total Package – is a transaction. There ain’t no such thing as a free lunch. Or as Robert Heinlein was wont to say, “TANSTAAFL.” Or, as the Apostle Paul famously wrote, “"You shall not muzzle the ox while he is threshing," and "The laborer is worthy of his wages."
Never, never, NEVER hesitate to require compensation that’s commensurate with the value you’re bringing to your clients.
Now, I’m thinking a few e-mails now and then that offer a high-value product at a reasonable price is a small price to pay for the value we provide every day in The Total Package.
What say you?
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE™
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Comment by caleb osborne — March 3, 2008 @ 4:36 pm
I totally, wholeheartedly, completely agree with everything you just wrote Clayton.
Once again–you’re the man!
– Caleb
Comment by Armando Ortega — March 3, 2008 @ 4:40 pm
Clayton: you have taught me a lot. I haven’t yet bought a thing from you. But I know that I can trust you. You have earned it. I know that soon I buy from you (I want to attend one of your seminars) and travel from Chihuahua Mexico to wherever is neccesary. Perhaps I need a little push (like a collection of all your ads and advertising letters as a BONUS in your next event -that would be worth a trip). Keep up the spirit!
Your friend in Mexico,
Armando Ortega.
Comment by Joan Huyser-Honig — March 3, 2008 @ 4:42 pm
Amen to what Caleb said. I recommend your info a lot. You give fantastic value.
Joan
Comment by Maureen Bruschi — March 3, 2008 @ 4:50 pm
Clayton,
Thank you.
Maureen Bruschi
Comment by jDavid Phillips — March 3, 2008 @ 5:01 pm
Clayton.
All I can do is say thanks for the information you provide for free. The
person who criticized you for selling something to your list of
subscribers is in my opinion looking for a free ride without
having to take personal responsibility for where their life is.
I have learned so much from The Total Package that would
have taken weeks of research and probably large sums of
money to duplicate on my own.
Another note is I like the quote from Heinlein as he has
always been one of my favorite authors. He espoused a life
where a person takes personal responsibility for their life.
So to you Clayton, TANSTAAFL, for you understand the full
meaning.
David Phillips
Comment by Ed Anderson — March 3, 2008 @ 5:08 pm
Clayton: You are right about the critics and certainly not alone being criticizied by them for selling some of your products. I’ve seen many other people trying to help others get the same comments. No matter how much free content you supply, people want more at the same price. They don’t understand that you are really in business too. I enjoy and have learned a lot from your free content. I thank you for it. I have bought one of your products and liked it too. Thanks, Ed Anderson
Comment by Criss Bertling — March 3, 2008 @ 5:09 pm
Whew! My monitor started smokin’ about half-way into your post, Clayton. And I am compelled to ask: Why did you hold back on how you really feel? ;>)
I would like to say I’m shocked at the complaints your whiner made, but I’m too old and have been marketing too long. I know firsthand that people have warped perspectives and are more than happy to share their lamebrain views with the world. They are everywhere. Thanks to the Internet they now have a global platform from which to spew.
What you give away is, well, shocking. It is beyond helpful, it is extremely valuable. Anyone with a brain should be soaking up every nugget and boulder you share so freely. As for what you sell? Priceless no matter what you charge.
It’s a waste of energy to dialog with fools. There are way too many other folks who will make your day worthwhile. Thanks for being one of the "other folks" in such a big way!
Comment by Nancy Boyd — March 3, 2008 @ 5:15 pm
Hey Clayton you touched a nerve here with every person who has any kind of newsletter, blog, or puts anything out to the public. And I gotta say, my hand is in the air when it comes to the thousands of accolades I sort of "ignore" while fuming over the ONE guy that unsubscribes, files a complaint (usually for something HE did wrong but hey the customer’s always right, right?) or otherwise registers dissatisfaction on my radar screen. Well at least they get the dignity of a response (until they prove themselves complete idiots and then that;s another story.)
But you have covered all the bases here.
And please add my thanks to you for all the great content you provide at no cost to your readers. Eventually we will make those investments in what you sell – because let’s face it, you are helping us all prosper with your advice!
Meanwhile, do you know where we can buy some rhinoceros hide for those awkward moments where the critics start chirping again? It’s inevitable and wouldn’t it be nice to just let that stuff slide instead of getting under the skin?
Thanks Clayton! You’re a class act, man!
Comment by Irene — March 3, 2008 @ 5:16 pm
Copywriting & marketing & ’selling’ go hand in hand in hand. Anyone who doesn’t ’get it’ is definately in the wrong business. You just go right ahead and keep giving the folks all those great ‘free’ lessons. I expect many of us have no idea how valuable those lessons truely are.
And you & the ‘Redhead’ go right ahead & see your daughter at Oxford. It’s not everyday one’s 14 year old daughter gets invited to Oxford. I’m sure you can fit a week’s sabatical into your summer plans. That’s why the internet & laptops were invented wasn’t it? We won’t mind, (just post the pics). And your staff can handle it can’t they?
Have fun & thanks.
Comment by Rolland — March 3, 2008 @ 5:22 pm
Clayton & Family,
Even we short-timers know how valuable your "Total Package" is to those of us who are still learning Marketing. I have only been a subsciber for a few months. Have not purchased a thing from you or anyone else for that matter. You are my kind of Guy! A straight shooter. NO BS and no crap. I always know I will learn something when I sit down to read one of your many free emails.
Keep it up! Don’t let one crybaby out of 10000000 turn you off.
Rolland
77 and Still Learning
Comment by Michelle — March 3, 2008 @ 5:23 pm
Well Clayton, a few months ago I emailed the Redhead to tell her how awesome you guys are, and that still stands true. At that time I was in the middle of a major venture and now have another one on the go. All thanks in part to all your FREE articles in the TP. I love all the info from you, Troy, Julie, Daniel and the whole lot of them you have featured in there.
I think I speak for all us "little guys" when I say thank you! It’s not always easy in the beginning to be purchasing everything and anything required to help us get started, so having the TP makes it much easier and you guys make a hugh difference!!
And as for those 3 steps you listed at the end, well the first one rings very true for me…my family and friends do not think on the same level I do, they think I’m nuts and waste my time working long hours trying to put all these things into action (I’m a single mom of 3) and it does make things harder for me, but hearing about successes from you guys makes it easier to take it all with a grain of salt and continue on to reach my goals! And I won’t stop till I get there!
All of you there at TP are GREAT!!!!
Thank you so much for all your hard work!!!
Comment by Lydia Mills — March 3, 2008 @ 5:23 pm
Well, all I can say is that like a lot of the letters I see in the Letters to the Editor section of the newspaper, bloggers also sometimes show how ignorant they are by what they write. All we can do is read it and shake our heads in disbelief (or just refuse to read it at all).
You offer a wonderful value for all your information (I’d say FREE was pretty wonderful!). I have purchased some things from you and no one forced me to! So what’s the big deal?
Don’t let people like that get your blood pressure up! There’s plenty more of us that appreciate what you do and know the true value.
Keep it up!
Lydia
Comment by Melody Wigdahl — March 3, 2008 @ 5:33 pm
I feel your pain! My main site, Womensnet.net, has been live since 1998, and is 99.99% pure content and resources - I even offer several grants every year to women entrepreneurs (yes, the real deal!) BUT I do sell products and (GASP!) actually have an ad or two in my newsletters.And without fail - every issue I get a least one email from a reader telling me how disappointing it is that I am trying to sell to my members - and of course, the email always comes from someone who has a site that does nothing BUT sell ’stuff’……..LOL I guess it’s okay for THEM to make a living online but not us?Thanks for the rant - it home home!!!Melody
Comment by Tom — March 3, 2008 @ 5:36 pm
Hi Clayton,
"you da man!" (I know Caleb said it first)
Your article provides a healthy dose of common sense.
It’s just a shame that common sense is so uncommon.
Keep up the good work and let the "naysayers" be damned by their short-sighted vision…who needs ‘em.
Best Wishes,
Tom
Comment by Willy — March 3, 2008 @ 5:40 pm
Clayton,
You are definitely the go to guy on line. I wish I could meet you in person, to see how much you actually wear your character on your sleeve.
I say that in a positive tone.
I agree with your rant but why even give him the recognition? It will motivate him to P you off even more.
Remember , you are Direct marketing responding to direct market responders.
In a sense you are selling to the competition.
in a way kinda sort of you know eh
But bottom line, you give great info!
As for Europe. Why don’t you fly in, spend two qualities days with your daughter only and fly back?
If need be rent a couple of Vespas.
What do you think?
Comment by Karen — March 3, 2008 @ 5:55 pm
I agree 1000%. In the past I read on another blog something along the lines "Clayton sends out too many emails….". I thought to myself what an idiot. Where on earth do you get so many ideas and swipe files like you get in The Total Package. Then they look for the holy grail when it is right in front of their nose, more accurately their inbox.
And people call themselves marketers and copywriters. Ah, well ….. their blindness is their loss.
Comment by Gerard LeBlond — March 3, 2008 @ 6:08 pm
It doesn’t matter if you are: the first man to walk on the moon, or the best marble sculptor in Renaissance Italy, or the best neurosurgeon at The Johns Hopkins Hospital or even "God Incarnate-walking-on-earth-and-doing-miracles-easier-than-the-USA Congress-Can-Spend-Money"… There will always be:a group of people who don’t care;another group who will hate your guts; another bunch who are very appreciative of your efforts.So, play for the crowd that likes you and don’t let the other guys get you down…After all, those who can’t appreciate you "simply aren’t in your market." "Don’t worry about people who aren’t in your market"… Life is too short and too beautiful.Respectfully,
Comment by Herb Pagano Jr — March 3, 2008 @ 6:11 pm
Clayton,The choir sings Amen.
Today (3/3/08) Michael Masterson addresses the same issue in his ETR. Read it at: http://www.earlytorise.com/2008/03/03/does-etr-give-away-too-much-free-information.html#more-607
Herb
Comment by Glen Kohlenberg — March 3, 2008 @ 6:11 pm
Clayton and the Redhead your family should come first!This is a life changing event.With 19 employees I am sure they can hold the fort down for a couple of weeks.You have told us at times that you need to take a break to refuel let the mind clear out at times.
With as much as you do for all of us for FREE there are times when you need to override the Redhead and take a stand and pack up those hogs and the family and take that long needed vacation.
Plus that GT has your name all over it.Go for it and have some fun.
Comment by Norm Ford — March 3, 2008 @ 6:21 pm
G’Day Clayton,
And I thought it was only Australians who suffer from the Tall Poppy Syndrome.
Keep up the good work and don’t let those poppy slayers get under your skin. Just give them the "flick". OK the land of free speech etc., but just give them the flick.
But one saving grace is that lady did put pen to paper. So she’s not all that bad is she?…… so maybe you should still keep her on the books.
Life is sweet and never boring is it?
I wonder if her life is boring? I think it must be. Poor soul.
But Clayton, I bet she reads everyone of your articles.
See ya mate.
Norm from sunny Brisbane.
P.S. You should read & listen to the comments being made between the Australian & Indian cricket teams….. weeds, monkeys and unprintables. How can life be boring with all this going on around us. "Wouldn’t be dead for quids!"
Comment by Margaret — March 3, 2008 @ 6:25 pm
Hey Clayton,
You have an excellent newsletter and I look forward to the information that you provide and I print out 90% of your newsletters and read them more than once and then put in swipefile.
I like the no-nonsense way you get to the meat of the articles and the common sense way you write so that even a someone like me can understand what you are getting across.
Thank you for the many freebies that you provide for your readers, it helps. No, I haven’t purchased anything from your website but will sometime in the future. Keep up the great work and yes, go to Europe with your family for a few days. It would be a great time to relax and just breathe new air. Have fun and thank you again.
Comment by Allen — March 3, 2008 @ 6:34 pm
Clayton,
A couple of stories come to mind as I think about what you wrote.
The first is the one about trying to please everybody.
The man and his son riding on a donkey along with the goods they were going to trade in the next town.
They met a man who criticized them for abusing the donkey. Having the nerve to make the donkey carry the weight of a man who was healthy enough to walk, and his son, and their goods as well.
So the man got off the donkey and led it, and his son riding on it.
They soon met a woman who criticized the man for making that poor donkey carry the weight of his son… along with the goods they were bringing to market.
So the man made his son get off the donkey and walk.
Soon they met another man who criticized the man "Two healthy fit people making a donkey slave under that burden of goods you have loaded on his back."
So the man, aiming to please the one criticizing him, unloaded 2/3 of his goods from the donkey, gave 1/2 to his son, and he carried 1/3.
They reached the bridge into town. There the donkey was afraid of crossing over the rickety bridge over the river. They met another person who berated the man for making his scared donkey cross the bridge, and for making his son carry goods and walk…
So the man picked up his son, and the goods his son was carrying, and then picked up the donkey, and carried them both across the bridge to the laughter and cat calls of the people in town. All laughing at the man.
Moral: Do what pleases you and forget about trying to please everyone.
We sell an ebook on one of our sites. It is a "Stop Smoking ebook" I wrote it, based on my experiences of quitting smoking cold turkey, no weight gain, no cravings (I was a 2.5 - 4 pack a day smoker and had been for years).
I know the method works because it has worked for me and many others.
Every now and then we get emails complaining we have the gall to charge for our information. Some are quite nasty swearing at us, and calling us all sorts of names. We just laugh them off.
Final story…
I was in a Gary Halbert seminar one time. He was relating a story of how he had attached a dollar bill to a letter. In his sales letter he said something like "attached you see a crisp new one dollar bill…"
He said he actually got a letter from someone who received this, complaining the dollar was wrinkled and used, not brand new.
Some people just can’t be happy unless they make everyone else as miserable as they are. Then no one is happy.
Comment by Mark Semple CCC — March 3, 2008 @ 6:35 pm
Hi Clayton - well said.
You provide a great value and are appreciated.
All the best
Mark Semple
ps: If you’re too busy, I’d be happy to nip over to Europe and drive your GT2 for you …
Comment by John Scola — March 3, 2008 @ 6:37 pm
Hi Clayton,
To be honest with you, I have a hard time believing that a super-successful guy like yourself is upset with one (1) measly anti-capitalistic moonbat.
Truth be told, isn’t it the more successful you get – the more enemies you will pick up along the way? I believe Robert Ringer calls those losers the "discouragement fraternity."
And these days, any yahoo with a few bucks can put up a website and write whatever they want to their heart content…
So come on now, I think you are really upset that you cannot go to Europe because of your obligation to your readers – THAT’S US!
I don’t know what exactly are you planning for us but can’t you pull off a "Jim Roger" and email us from the road?
If that dude can drive all around the world with a bow-tie and in his yellow Mercedes and put up regular updates on his website – I certainly don’t see why you can’t!
John
Comment by Jon — March 3, 2008 @ 6:40 pm
TTP is great!
You and your staff is giving us great value. and please give us more editorial "ads" for my swipe file..
Nothing beats reading world class great ad, sales letter or Clayton article…
Thanks for sharing… and selling!
Regards from a Norwegian addicted long form copy nerd!
Comment by Scott — March 3, 2008 @ 6:41 pm
That chick better not subscribe to any internet marketing lists. She’d have a coronary but her head would explode first. The sad truth is - this manner of attitude is a travesty. A travesty of a mockery of a mockery of a sham.
The unassailable fact is, Clayton’s the ultimate….uhmmm…… uncoverer of utility you can usurp - unquestionably. He’s the Warrior of the Wasteland, the Ayatollah of Rock and Rolla. And he’s a gentlemanly scholar to boot….when he’s not going off on a rant, that is. Right On!
Comment by Bob Abbott — March 3, 2008 @ 6:44 pm
Clayton:
Thanks for sharing the no-nonsense can of whup-ass you opened up on that ingrate crybaby!
You are an inspiration. You are a rare gem of "for real" in a world drowning in BS.
I’ve bought from you and will do so again. I am glad to see you value yourself and your world-class team enough to sell on your site.
Rock On!
Bob
Comment by Sharon B. — March 3, 2008 @ 6:46 pm
Hi Clayton–
I would tell that lady where to go, but you have already done a beautiful job of it. My monitor is still sparking!
Your generous information is the reason I am still moving forward–when I am more financially solvent, I will give you the financial compensation you deserve. Until then, know that all you offer is deeply appreciated. Thank you!
Comment by Richard Jacobson — March 3, 2008 @ 7:07 pm
Clayton,
You know you’re doing a good thing, and 99.9999999% of your readers know you’re doing a good thing for us. You just have to realize God put a few (well maybe more than a few) fools on this earth. Be amazed and amused by their stupidity, or feel pity for them. But they’re not worth getting you blood pressure boiling over. We need you healthy.
Jake
Comment by Bob Oni — March 3, 2008 @ 7:28 pm
Hi Clayton,
You’re a great guy and an inspiration to copywriters and Direct Marketers all over the world. Anyone who reads The Total Package frequently knows that you know this business inside out. Please don’t let negative comments from a sad minority knock you off course. Just ignore them. The Total Package gives more value than many paid membership sites. Your true subscribers understand & appreciate the knowledge you’re passing on to us. Please keep up the good work.
Comment by Brian Keith Voiles — March 3, 2008 @ 7:30 pm
I get almost as much value from your free information as I have gotten from your many wonderful products. Anytime you come out with a new product – dude – I am all over it.
Your stuff it "top of the heap" every day on my desk. You are brilliant… and I can’t tell you just how grateful I am to have you as part of my life.
You truly are an immense blessing in my life.
Warmest Love and Respect,
Brian Keith Voiles
Comment by Ruth — March 3, 2008 @ 7:45 pm
Well, Clayton, please take it easy..stress not good for the heart. You really ripped it out, didn’t you? Now sit back and let me tell you how much you help us poor, floundering, wanta-be copywriters. In the beginning stages, some of us are struggling to just get started a little, and we appreciate all the help we can get. I think I have ordered (paid) for a few of your sales, but I was happy to do so. Keep up the kind deeds you are doing, and for goodness sake, have a glass of wine! (and take a few deep breaths)
Comment by David Van Hulst — March 3, 2008 @ 8:09 pm
Clayton,
You are brilliance personified! Thank you so much for every bit of wisdom you have poured into our meager brains. As for your detractor, there’s an A–hole in every crowd. My highest respect for everything you do.
Peace,
>> David Van Hulst
Comment by Bill — March 3, 2008 @ 8:21 pm
Hey Clayton,
You’re right on all counts. Maybe the one sour apple needs to look in a dictionary (if she has one) for the definition of "marketing."
Thanks for all you give every one of your Total Package subscribers.
Comment by Linda Pizzitola — March 3, 2008 @ 8:27 pm
Clayton,
You are my coach, guiding light, support system, and hero. I bought your latest book and have read EVERYTHING you’ve sent out in the last 3 months. I’m new to copywriting, in the process of offering it alongside the graphic design services I’ve been providing for 12 years. Love your partner model. You give ’til it hurts and I, for one (of thousands), am grateful. Thank you for everything!
P.S. Go to Europe. We’ll wait.
Comment by Chris McMorrow — March 3, 2008 @ 9:04 pm
This mindset of always wanting something for nothing stems from the lethal virus of socialism, and liberalism, which are infecting (and destroying) the minds and souls of tens of millions of Americans. Well, Clayton, I’ve been blessed enough to be able to able to afford to purchase a couple of your products. But what I have paid for those items is NOTHING compared to the value I’ve gotten in return. Once again, I’d like to thank you and all the other fine people involved with The Total Package for making this web site possible, and for sharing their insights, strategies, and experience. The Total Package is truly a marketing gold mine!
Comment by Brij — March 3, 2008 @ 9:23 pm
Clayton,
Your rant flows beautifully.
You provide mountains of value. You know that there are plenty of malfunctioning units wandering the world. When you run into one, about all you can do is take a deep breath, get centered, and move on. Juicier options are illegal.
Your site and your writing is an absolute treasure. Thanks for the words of wisdom in this rant as well.
Brij
Comment by Dan Gallapoo — March 3, 2008 @ 9:32 pm
It amazes me how many commie losers like this seem to be lurking out there online. I’m sure if we were able to examine her life we would not find her to be a successful upwardly mobile happy and well adjusted individual pursuing her goals and dreams. A person happily involved in going after their dreams doesn’t usually have time to tear others down.Dan
Comment by Steven Gibbs — March 3, 2008 @ 9:40 pm
Mr. Makepeace,
I just recently joined "The Total Package" newsletter. I have yet to read the information you so graciously offer for my email in return. I feel I got the better end of this deal. I have heard of you before this time and now know why. The way you express yourself is very refreshing. Straight to the point! Can’t wait for more. And as for the gasbag. I believe you reap what you sew.
Thank you Clayton
Comment by John Dziak — March 3, 2008 @ 10:04 pm
Thanks for all of your your help and free advice. When my web site starts to make money I will buy your products because of the value of the free stuff.
Your client partnering ideas are great. The Wall Street Journal reviewed a book about the subject. On January 28, 2008 they featured, on page B3, a book about partnering with your customers. The Journal interviewed Ram Charan to discuss his new book "What the Customer Wants You to Know". Charan’s tips, as reported by The Journal, describe your operation.
Know how the customer makes moneyLearn the customer’s decision making process.Build many relationships with the customer, not just through sales.Focus on the customer’s business needs, not product features or price.Show how your offerings meet customer needsThanks!
Comment by Allan — March 3, 2008 @ 10:28 pm
Hey Clayton
Just wanted to say thanks and
I appreciate you
Comment by John Lee — March 3, 2008 @ 10:33 pm
Thank you for this interesting and informative rant.
I just finished reading a book, "Atlas Shrugged" by Ayn Rand, that addresses this particular type of person.
She appears to be the type who wants to ride the back of those capable of producing while not having to think or produce on their own. These are the people who will take your ideas while they tell you that you are no good, and that you owe them all of your knowledge.
If you get messages from this group of people, just remind yourself that you are a trader. In this case, you are trading your knowledge for something of value, and that no trade can be equitable unless both parties self interest is satisfied.
While I am still trying to learn the copywriting profession, in the last 62 years i have come across people like this many, many times. The answer to them is "…and your point is?"
I have yet to find someone of this persuasion who can give me a valid reason for me togive away my knowledge and/or abilities because they feel their need is greater than my values.
Keep up the good work. I look forward to reading your e-letter every evening. It is one of the high points of my day.
Thank You.
John Lee
Comment by AdamG — March 3, 2008 @ 10:38 pm
G’day Clayton,
I’ve been a subscriber for a while and bought the copy writing package which I find really worthwhile.
The TP is a must read everyday and I get great value and learning from it. You do indeed offer a great deal of knowledge free.
Now if you only rode a Triumph instead of a Harley….
Comment by Mark — March 3, 2008 @ 11:01 pm
Clayton,
There are many more that appreciate what you provide than there are those that don’t. Therefore, you win. Simple as that.
No matter how good you are, how hard you try, how honorable your intentions, there will always be someone who can’t understand. Take pity on them for it’s hard for them to see what is real with their head up their butt. And nothing you say or do is likely to make them change, so…shine ‘em on. They’re not worth your time.
Thanks for the value you constantly deliver. Useful information and wisdom is never lost on those capable of receiving it. Your karma’s definately heavily loaded on the plus side…even if you don’t get your new Porsche.
Mark
Comment by Simon — March 3, 2008 @ 11:37 pm
Nice rapport building… I feel such a sense of collegial ‘us against them’… it almost feels like… well… reciprocol obligation; you should offer me the opportunity to invest in something right now!! Joking of course…. your tremendous content stands head and shoulders above others in your market. Keep up the awesome work.
Thank you,
Simon.
Comment by Pastor Bob P — March 4, 2008 @ 12:02 am
Very interesting article. We do the same thing. We our a ministry that offers free online courses, free Bible study software, web seminars and we do not accept any donations or tithes of any kind. We did not want to take away from small churches or charities. We make the money needed by advertising and selling products. With all the free things we provide we still get people complaining that we have advertisements and sell products. And this comes from a Christian audience.
Pastor Bob
Sr. Pastor
ChristianLivingMinistry.com
Comment by Alex T. — March 4, 2008 @ 12:18 am
It Could Have Been Far Worse…
Clayton,
With just a few change in the roll of the dice, you could have married that gasbag, which I presume would have made you the bitter and angry one.
Should that unfortunate circumstance have been your plight your beautiful redhead would have written this post with 18 employees in her stead, and her pen busy wondering what the heck you were thinking!
So, such is the life of sacrifice, when a charmer like your blogger above decides that you should subsidize her big macs with only free info. You constantly provide a wealth of incredible information and only occasionally monetize your efforts. We’re are all the better for it and it is absolutely appreciated.
Now Sir if you’d kindly provide her URl , I am sure there must be at least 43 very satisfied TP enthusiasts, who would be more than happy to leave a post on her blog and set her straight!
Sincerely,
Alex T.
Comment by Clayton Makepeace — March 4, 2008 @ 1:42 am
Wow. You guys are incredible!
Feedback like this is the best compensation we could ever ask for.
I’m proud to have every one of you in my foxhole!
As for me, just writing this rant was my therapy – so please be assured: We’ll take plenty of opportunities to "smell the roses."
But Willy – a Vespa? A VESPA? You gotta be yankin’ my chain! A Ducati or Moto Guzzi, maybe. The day you see me on a Vespa, please do me a favor: Put me out of my misery!
Adam G has a much better idea: Triumphs are cool. From the time I was 14, my fantasy was a 650 Bonneville. Ride up to any biker bar – even the roughest ones – on a Triumph and you’ll get plenty of respect. Swoosh up on a Honda or any other rice-burner and you’re likely to get your head handed to you.
And Scott: "Gentlemanly?" Gotta admit – I’ve been called a LOT of things in my life. But you, my friend, have the distinction of being the first to use that adjective to describe me!
John Lee: Congrats on completing Atlas Shrugged. Ayn Rand is my #1 economic and political hero. If you haven’t already, take a look at The Fountainhead and Anthem, too. I think you’ll love ‘em.
If every high school student was required to study these books, there would be much more liberty and far less poverty in this world.
Which would mean we wouldn’t need government to solve our problems for us.
Which would mean nobody would need politicians.
Which is why they are studiously AVOIDED in our public school systems that rely on politicians for their funding.
But hey – Pastor Bob: You obviously have contacts at the top … maybe if you pulled a few strings, we could get Atlas Shrugged tacked on to the end of the New Testament? Parse it in Wednesday night Bible studies? Have hundreds of millions of Sunday School kids able to recite John Galt’s amazing speech?
Really; it’d be a huge win-win. Suddenly, Christians would be the richest people on Earth … huge tithes would come rolling in …
No? The powers that be won’t buy it? OK – well, you can’t blame a guy for trying.
So I’m working on the partnering article I promised you now … I’ll probably post it in installments this week – so be sure to check back often!
And thanks again, guys – you all made my week!
– Clayton
Comment by Markus Trauernicht — March 4, 2008 @ 3:59 am
I guess every self employed person has experienced what it is like to work and not get paid. Project fails, learning curve, doing it wrong, getting cheated, being gullible - seems it’s all part of the normal equasion of getting better and ahead. Doing it for “free” is sometimes part of the game - especially right at the beginning. But obviously the goal of doing it for free is to make more money. Leveraging what you do for free - to make money.
More like getting paid decently for the pain, risk , humiliation, being ridiculed, disciplin, long hours, courage etc. Exactly the things the complaining-crowd is not willing to take or handle.
It is the poor mindset that says money corrupts people. Money is neutral, just like a knive. You can kill someone or smear the butter on your bread with the same knive. But what money definitely does - it shows the character and thinking of people.
It is a poor mindset to expect others to work for free. And it is hypocritical. The same people demanding it would never walk the second mile and what lies after that. Just because their thinking will not allow it.
It is the poor mindset that demands more, and demands it for free. But not without results. The poorest parts in Germany are those with the give-me-more-for-free-mindset. Go into any part of Germany. The further left the ruling party of a state, the poorer the people. That is no secret. It’s not the result, it’s the reason! Every year about a quarter of a million highly qualified Germans leave Germany. Perhaps I am a bit sarcastic, but least that gets the unemployment rate down as space is made for others…
Right now whole companies move from Germany to Switzerland and Austria. This free-poor-mindset which results in stupid laws is slowly draining this country.
So whoever complains that Clayton is selling stuff should think about this: Do you think he could do this for free if he wasn’t making money somewhere else? Duh? No money, no options.
Regards Markus Trauernicht from Berlin
Comment by Kerry Atma — March 4, 2008 @ 4:02 am
Hi Clayton
There’s some people that look at the 99% full cup and focus their lack of gratitude on the 1%.
For me your 1992 Wellness Today blockbuster opened my heart to copywriting and marketing - thank you, you’re worth every damn last cent you charge.
Comment by Gary Raimo — March 4, 2008 @ 4:14 am
Hell Yeah!
Comment by Ekene — March 4, 2008 @ 6:23 am
The comments looks like a gratitude strings, everybody is given a vote of thanks to you Clayton and the Total package crew.
I feel I needed to at least pay you for all the wonderful information I have recieved from you so far, but my location Nigeria has not helped much because of the e-payment problems.
I would also want to extend your services to customers/clients in Nigeria. Please let me know if there is any possible partnership not affiliate. contact me by email.
Comment by Dreyfus — March 4, 2008 @ 7:01 am
Clayton, when you and The Redhead are bickering online inside your newsletter. Makes for pleasurable reading, like some kinda primetime soap-opera LOL. Keep it up until Summer will ya?
Happy for you genius daughter. Why don’t the whole family for for it. Promise I won’t get angry but don’t forget sending us your pics, once a week
Not many have the wherewithals to make something highly memorable outta such a trip. I wanted to say: "Yeah go for it!".
However The Redhead is right. You promised us something.
If you can help us realise what you visualize, then one day the whole class could all go terrorize the Autobahn in GT2’s. That would be the slickiest display of your money training power btw… Enjoy and have fun, then skullwork will also improve by leaps and bounds.
Cheers!
Comment by Val — March 4, 2008 @ 7:15 am
Your articles are brimming with insight and good humour, as our all the others on The Total Package.
You’ve got my vote
Comment by Gregory Barros — March 4, 2008 @ 8:59 am
Hey Clayton,
Your defense of that which requires no defense in a free society – FREE ENTERPRISE – is right on the money and an eloquent defense of liberty and the pursuit of happiness.
Your querulous complainant is equally free to tune out and turn off your attempt to engage with her for the mutually beneficial exchange of value.
Evidently it’s not obvious to your self-anointed prosecutor that your right of pursuit of your happiness through totally voluntary commercial exchange impinges upon none of her rights.
A reasonable person would simply decline your offer and move on.
She should be grateful that in dignifying her protest with a response, you’ve raised her stature momentarily, however infamously, from that pedestrian back-alley it more appropriately inhabits.
Cordially,
Gregory Barros
Comment by Sue — March 4, 2008 @ 9:23 am
Hi Clayton! Your story was heartrending… I have bought a few things from your list (including your terrific new copywriting book), but I don’t want to feel guilty that I read your incredible free stuff at the expense of your family relationships…However… IF you’re as good as you say, isn’t there a way you can go on that trip to England AND keep The Total Package going? The Internet ’tis a thing of beauty… and– trust me on this– 14 is a golden age where what you say still has some influence. If she actually deigns to spend time with her parents, treasure it, because once she hits 15 you may be radioactive… even if you raised her with great privilege, discipline and love. ;-)It’s a temporary stage, but very vexing for all parties…And England is so gorgeous in the summer!You have a couple of months to get up to speed on any technology that might help– and you can BLOG ABOUT IT, thereby adding value to your business as you learn how to run things from partway around the world… Check out Tim Ferris’s book on ‘The 4 Hour Workweek’ – which is pretty ridiculous if you are passionate about your work…What use is business if your family suffers? (Or fails to be optimized?)And if you were REALLY hot, Clayton, you could figure out how to grab that $10 million dollar opportunity by hiring some A-list players to run most of it. And then you could almost retire, and spend lots more time with The Redhead and the Brilliant Teenager, etc. Best Wishes, and with great respect and concernSue
Comment by Linda Byam — March 4, 2008 @ 9:57 am
Clayton, Wendy, Martha and all the Packagers: Sometimes simple words say it best: Thank you for the information, the opportunities and, most of all, the incredible insight and inspiration you provide - and the personal responsiveness! I’m grateful to all of you involved with The Total Package. Why would you even allow the complainer to clutter up your radar screen? This is America! There’s NOTHING - no matter how seemingly uncontroversial - that SOMEBODY won’t complain about. Best wishes to you all, Linda Byam
Comment by Linda Byam — March 4, 2008 @ 10:03 am
PS, Clayton, I say ship the bikes, cruise the Continent, gain new and exciting insight and then come back and share it with those of us who can’t go. You deserve it. You’ve trained us well; we can exist for a few weeks on our own, thanks to you. You’re a complete stranger, yet so many of us regard you as a personal friend and trusted advisor. Linda Byam
Comment by Sara — March 4, 2008 @ 11:24 am
An excellent post. I have only been reading TTP for a few weeks. After 27 years in high-tech Corporate America, I’m searching for my next financial adventure. In that quest, I stumbled upon your site and have found the information very valuable.
Your rant reminds me of a situation over 20 years ago. My husband was selling a software program, and to protect his code, he required a hardware key. Many people would not buy the software because they could not copy it and pirate it to others.
Somewhere along the way, people have developed the mistaken idea that "intangibles" such as software, MP3 files, ebooks and intellectual property on the internet should ALL be free.
Ridiculous. In the meantime, thank you and your TTP team for all that you provide - free and not-so-free.
Comment by Dreyfus — March 4, 2008 @ 11:45 am
Clayton when you have a school of Makepeace-trained A-list players working for your ResponseInk projects and you want to retire, I will vote for you as the next USA President. And I like to see The Redhead as the First Lady, and the prodigy daughter the Press Secretary, or maybe The US Ambassador to the UK (eventually she can run for your post too)
Comment by deanna — March 4, 2008 @ 12:45 pm
Clayton as President? I like it!
Comment by Lara — March 4, 2008 @ 12:48 pm
Thank you Clayton! I’ve said it before and I’ll say it again: thank you thank you thank you.
I’ve been a TTP reader for almost 2 years now and I recently joined your Easy Writers Club - I love it! I love the value, content and info you share with us in all your products and services. And I’ll continue to be a loyal reader & paid subscriber!
Thanks again,
Lara
Comment by Al — March 4, 2008 @ 12:49 pm
ROTFLOL …
OK, try this: you entirely stop selling anything at all … provide everything for FREE … then I’ll bet you a brand new Harley (or that new Porsche GT2) that you’d get someone saying:
"Why listen to him … he doesn’t sell anything himself, so how would he know what works?"
Without idiots, how would we recognize genius?
Comment by Olive — March 4, 2008 @ 1:00 pm
Hi Clayton and Wendy:
So glad we met at bootcamp! it was an honor and you’re teaching me so much.
That said, here’s a quote from Harv Eker at Peak Perfomance (another of my heroes): remember that other people’s opinion of you is just THEIRS, not yours so fuggedaboutit (as they say in NJ)!
Go on that vacation; we can spend the time rereading the archives and working on improving our copy with the lessons you teach!
Comment by Carroll — March 4, 2008 @ 1:00 pm
Gotta love ya Clayton! You’re the best!
With all your money–and clients waiting in line to pay you more–the only reason I can figure that you GIVE so much to those coming behind you is that your heart is as big as your Harley.
Thank you, thank you, thank you!
Comment by Larry Mekus — March 4, 2008 @ 1:06 pm
Honestly, I can’t imagine even one day goint without all of the information Clayton provides. I have purchased lots of his products - why I even went ahead and paid for an entire year’s membership all at once into the Easy Writers Club - and I will continue to purchase more items without blinking an eye. By the way - get his "Two hours to more profitable copy" - it is worth it’s weight in gold, and I absolutely love it - you will also. I would back Clayton and his team in a heartbeat - there is no one better.
Comment by Clayton Makepeace — March 4, 2008 @ 1:34 pm
Dreyfus: President? And have to learn to talk slow for all those idiots in Congress?
I think I’ll pass on that one – but if the job of dictator opens up, I promise I’ll be benevolent!
Wow, Gregory – great post … I think. I’ll let you know for sure as soon as I can look up some of those five-dollar words.
Al: Great quote: "Without idiots, how would we recognize genius?" I’m going to steal the heck out of it and claim I made it up myself.
Thanks again for all your encouragement everyone!
Big post tomorrow – watch for it!
-Clayton
Comment by Warwick — March 4, 2008 @ 2:35 pm
I don’t have a site. I’ve read The Total Package since November 2006.That’s when I started the AWIA 6 figure copy course. The information provided in The Total Package has given me enough confidence to begin building my own website and supercharged my copywriting skills.
The "Insanity Files" lit a blaze under my butt and scared the hell out of me after finishing the AWIA course. Keep up the excellent work. I love it.
Thanks
Warwick
PS I don’t remember the source but as you know, a+ plus a- = 0.
Some will like TTP + Some won"t like TTP = So what! It makes no difference. You have to do what you have to do.
Comment by James — March 4, 2008 @ 2:42 pm
Great linkbait Clayton.
Now I could be wrong, but I have a hard time believing that you were actually offended by this person.
Perhaps you saw a perfect opportunity to present an object lesson to your readers on how to inject your message into a marketing piece by using anger, or righteous indignation, to power your words with energy and enlightenment.
And, from reading the responses, it worked like a charm.
How many of your readers fessed up and admitted that they have yet to buy a product from you, only to promise to do better in the future?
Awsome marketing!
You ARE a Master.
James
Comment by Tommy — March 4, 2008 @ 3:17 pm
Methinks she is just trying to gather traffic and some fame for herself from getting into the mix with you.
Your name = credibility by association. At least she has learned something from you! Got ya!
James may even be on the money. Who knows what is going on in between those ears of yours?
Seriously though, you have made a saying untrue:
"You get what you pay for"
If you had to charge full value for everything that you give away currently and in the past, very few people would be able to afford it at all. The value in your free stuff beats the pants off what others are charging an arm and a leg for, and all your knowledge and skill is hidden in there. It must just be read, studied
and applied. It all works.
I have bought a few of your products in the past (exchange rate USD1 = 7.82 our currency, and that leaves a mark) but man!!! All worth many times the price.
Even in the toughest of times here, I have used your stuff with great success to chop my competition down to size in my offline business.
Keep on trucking (harley-ing or is it porsche-ing?)
Great stuff
Tommy
Comment by lawton chiles — March 4, 2008 @ 3:42 pm
Big C, at least you don’t have to wade through a bunch of High School’s and Middle Schools before you get to YOUR content. My grand-dad has MONOPOLIZED my Google rankings
See, I can rant too…
Seriously, great post about adding value. People just don’t understand the value and worth of an idea. They need to see it on paper to realize what they get when they implement it.
Funny.
Comment by Ron Schmidt — March 4, 2008 @ 4:11 pm
Hey Clayton,
Some will! Some won’t! So what!
I had a friend of mine, Mike Hickey, who was heavily involved in MLM companies and Mike got me involved in some of them and we agreed to take all kinds of time and teach people how to become part of For free of course, Of course, both Mike and I had spent our corporate careers with 7 Fortune 500 companies and sold literally hundreds of millions of dollars of products to customer across a wide array of businesses.
Clayton, as I always like to say to my customers - “You really can’t afford my services, BUT you’ll get my expertise for FREE and that means my knowledge of marketing and sales and especially what all of each of my customer’s competition was working and not working. All I ask in return is that you try my products and if they work great and if they don’t suit your needs, that’s okay too because I’ll still provide the wealth of information that’s in my head to help you improve your business.
It would be nice to think that transactions always work both ways. Truth is they don’t. I certainly don’t want to be limited in terms of what kind of harvest I’ll reap from God (for doing the kinds of things you and I normally do and that’s give freely of our time and expertise) versus what one tiny little critical person might do for me in return.
You alluded to the Apostle Paul earlier with regard to the workman being worthy of his wages and what the Good Book says about muzzling the ox while threshing.
Clayton, I wouldn’t be worried about someone who is only interested in themselves. AND, I certainly wouldn’t be worrying about whether or not they could possibly influence my reward for the work that I do.
Clayton, you and Wendy and your staff certainly have more of a giving heart than most. EVERYONE knows that!
One last thing.
God always takes care of His own.
Why?
For taking care of others.
And no one is ever going to be able to outgive God and His goodness and blessings.
God abundantly bless you Clayton.
Comment by Daniela — March 4, 2008 @ 5:01 pm
Sure, God when touch is flowering and
thanks for the share, Clayton, Wendy!
and for the girl in Oxford Go on girl with all the tunning power!:)
Best Wishes,
Daniela
Comment by Chris — March 4, 2008 @ 6:17 pm
About your tight-knotted-panties-gasbag…it’s entitlement mentality.
Oh what a putz.
Rock on, Clayton
Comment by Chris — March 4, 2008 @ 6:19 pm
WHOA! Just saw the reader comment "Clayton for President"
WHY NOT?
Um, Clayton?
Comment by Michelle — March 4, 2008 @ 8:15 pm
Clayton,
You and your gang is my daily hit of "mental java." I get so much crap in my email in-box but I LOVE The Total Package. I’m a new copywriter and I read and re-read EVERYTHING that comes out of your newsletter. I find the content to be fabulous. Sell, sell and sell–you guys ( and gals) are marketing geniuses and deserve to make any amount of money you can through your site !This gal should move to Bosnia or my home land country Cuba and then she’d be able to see how much freedom she’d have to even "sell" her opionion without getting tossed in the klinker!
Keep up the great work fellows and gals!
Michelle QuintanaLong Beach, CABulldog Creative Copywriting
Comment by George Maiga — March 4, 2008 @ 8:49 pm
Hi Clayton, Wendy, Martha and The Total Package,
I can’t stand fools like her. They "know the price of everything and the value of nothing."
I love The Total package. You always do a great job.
Thanks a million!
George - Drayton’s copy cub, London, Jolly Ol’ England
Comment by Karen Lynch — March 4, 2008 @ 9:13 pm
Excellent Rant!
(and you packed in the comments too!)
Good Job!
Comment by Barry — March 4, 2008 @ 9:46 pm
Clayton,
Why even acknowledge this person? Certainly you realize that statistically you’ll get a few wacko ingrates in the general mix, right? You’ve also got to realize that the majority of your audience won’t ever speak up even though they also appreciate your generosity.
But this does give those of us who have never thanked you a chance to do so. You’ve given so much for free that I’ll never have time to digest it all. I truly do enjoy and appreciate it and hereby offer my sincere thanks.
I’ve also bought a product or two from you in the past and they were certainly worth the price. And I know I’ll be back for more in the future.
So if that comment truly got you down, I hope you enjoy the kudos you’re receiving here as a result. I’m going back now to read the rest of them.
Comment by Douglas Kelly — March 5, 2008 @ 1:02 am
Willy– I have met Clayton. A couple of times, in fact. and actually had several conversations with him. He’s the most un-pretentious, ordinary guy you’ll ever meet.
Surprised me. I couldn’t imagine someone with his abilities and accomplishments not being just little too proud of himself (uppity) to talk and joke with me at an AWAI Bootcamp. Who am I to him? No one. I offered nothing but questions. I know many who would have shot me a sideways glance and walked on.
But that’s the difference. Those who give us beginners the cooler-than-thou attitude are not the people we ought to be listening to. Obviously they have themselves on their mind more than anything or anyone else. These kinds of people don’t dare to raise you up. It’s themselves that they want to raise up. And you learn nothing but excuses from the likes of them.
Clayton just gave us an object lesson in value and worth.
Pay attention folks. He’s the master. And he has something to say.
Comment by Bard Thomas Hesvik — March 5, 2008 @ 4:37 am
I couldn’t have said it better myself. Honestly! But for heavens sake man, get the Porsche!
Comment by Clayton Makepeace — March 5, 2008 @ 5:59 am
How to talk to a prospective client
Again: Thanks for all the great comments guys and gals – you’ve just written one heck of a great new sign-up page for The Total Package. The Redhead will be so happy!
So … you’ve seized the attention of a potential client. He has a project and he wants to make sure his promotion sings and soars. He’s seen your samples or heard your rep and he thinks you might be a good choice.
The next step is for the two of you to discuss the project, set your fee, sign the deal and get started. He’s taken the bait, he’s flailing at the end of your line; now it’s time to reel him in.
So let’s stop right here for a moment and think about what’s really going on in your prospect’s mind.
Nine times out of ten, your prospect will either be:
1) A business owner who is hoping that your work will make him richer, or …
2) A marketing person who hopes your promotion will make her a heroine, get her a promotion, a big raise, a corner office, a hot personal assistant and – who knows? – maybe even a huge Christmas bonus.
But seven times out of ten, you will NOT be the first freelance copywriter your prospective client has hired.
Some of these other writers may have been hall-of-famers and others, raw but promising noobs. And frankly, their experience with these other writers – ALL OF THEM – has been spotty at best. And I do NOT just mean in the response department.
Some freelancers delivered on deadline but others promised copy in a month but took three.
Some delivered sparkling first drafts that ultimately failed and others delivered sloppy drafts that, with a little work, became huge winners.
And some delivered such lousy copy and/or proved so clueless or difficult to work with that the company just paid them off to make them go away.
Get it? For your client, the act of hiring a new freelancer is much like a second marriage: The triumph of hope over experience. He’s playing the odds:
His experience tells him it’s unlikely you’ll hit one out of the park.
Nevertheless, his hope for success and the huge money it would bring him compels him to say “I do.”
Now, as your prospective client contemplates his first meeting with you, he also has at least seven expectations, all based on past experience with other writers.
He expects, for example, that …
1. Your personality will be similar to that of other writers he’s met …
2. You will be available to begin now or at least soon …
3. Your fee will be in line with what he’s paid other writers …
4. You will focus your discussion entirely the project at hand …
5. You will probably know next to nothing about the company’s history, its product or its target market …
6. The meeting will result in the two of you agreeing to work together, and …
7. That you’ll ask him for certain things in order to begin work.
OK – so that’s a sneak peek inside your prospective client’s bubbling brain. That’s who you’re about to meet. So how do you prepare?
First, you get some clarity time – an hour, half-hour, fifteen minutes; what ever it takes to get real with yourself about what you really want from this client.
In short, THINK.
Because your mission is NOT to get this job. Sure: You may want it … you may even need it – desperately – to pay the rent. But the fact is, if you’ve got the meeting, you probably already have the job. Why else would a busy company owner or marketing exec take time to meet with you?
So take a deep breath and relax. You’ve got the work. In a day or two, you’ll be depositing the advance.
Now, how do you leverage this meeting into more – much more than just a job? How do you prepare to transform it into the beginning of a long-term relationship that will result in the client happily cutting you checks for ten percent or more of every dollar you produce for him?
My advice:
1. Don’t rush it. When setting the time for the meeting, make sure you have several days to do some homework.
2. Ask questions. Determine what medium the client is thinking about having you write for and whether the point of the exercise is to attract new customers, sell more to existing customers or (hopefully) both. Who is most successful competitors are. What major challenges and frustrations the client faces in promoting his product.
3. Ask for information. Ask the prospective client to give you as much information as possible before the meeting. Depending on the type of product, you might, for example, ask for …
A. A sample of the product and all available premiums (if it’s a subscription product like a newsletter for instance, ask for a year of back issues) …
B. Samples of his biggest winners, worst losers and any copy he already has and/or is using now to promote the product or products you’ll be discussing …
C. Samples of the most successful promotions his competitors are using now …
D. Performance data on the product including track records, test results, testimonials, complaint letters – anything else that could trigger ideas for headlines or copy …
E. Data cards, media kits and any other materials that will educate you on the demographics and psychographics of the audience you’ll be writing to.
F. If the promotion you’re contemplating is for the purpose of attracting new customers, ask for some samples of what happens after a new customer comes on board: The welcome materials, package stuffers and direct mail pieces, e-mails and online sales pages the company uses to market to existing customers.
Conversely, if the promotion is for the purpose of selling stuff to existing customers, ask for the sales materials they use to create new customers.
If your prospective client asks why you need this, just explain that sales copy doesn’t exist in a vacuum and that better understanding the entire process will help you create a more effective promotion.
4. Get thee to a library. Make a beeline to the mail list SRDS (Standard Rate and Data Service) for mail lists and flip it open to the section in which your client and his competitors advertise their lists for rent.
Scour the listings for clues to who’s buying these kinds of products, how much they’re paying, how they’re paying (cash up front, soft offer, continuity, etc.) and who has the biggest list of hotline names (the guy with the biggest list is adding new customers the fastest).
5. Jump on the ‘Net. Google your client’s product, your client’s company and every competitor. Click every AdWords link on search pages and scour every website you find.
6. Sleep on it. Give that quart of mush at the top of your neck a day or two to chew on what you’ve learned. Take an hour a day to record your thoughts, ideas and additional questions for the meeting. If you have friends in the biz, buy them a beer and pick their brains.
Now at this point, you probably know more about your client’s business and his competitors than any other copywriter he’s ever worked with.
You’ll be set to shamelessly drop names – his competitors, his products, his offers, his history – to demonstrate the depth of your knowledge.
And unless I miss my guess, you’ll have a bunch of helpful ideas he can turn into cash in several areas of his business – which will demonstrate the value you bring to the party.
In short, you’re primed to instantly establish that you are more than “just a freelancer” – much more. And as you offer your insights and ideas at your meeting, you won’t have to sell your prospective client on anything. He’ll instantly begin thinking of you as a valuable potential partner in his business.
Of course, like most things in life, it’s not so much what you do as how you do it – and how you present yourself and your ideas at that meeting is everything.
So be sure to tune in tomorrow for that.
And in the meantime, if you have any questions, comments or suggestions to help us in this preparation process, POST ‘EM!
Cheers,
- Clayton
Comment by Andy Bacon — March 5, 2008 @ 7:41 am
Dear Mr. Makepeace,
Thank you for letting us share in your rant. I am sure it must feel like you have been kicked in the gut to get a comment like you talk about after all the great info you give out.
I had too feelings after ready your post.
1. I had a strange desire to address you by your first name as if we were buddies who were sitting around a couple of beers after work. This seemed rather odd since I have only been reading your blog for a little over a week and you don’t even know who I am.
2. I had an almost irresistable need to buy something from you, anything. All though I find you very informative and in touch with marketing I don’t even know yet what products you offer.
Would you be willing to talk about the psychological drivers behind these feelings at some point? I think it would be very informative to your audience to understand how powerful this tactic of spilling your guts can be.
Thank you and I look forward to your future posts.
Comment by Nick Leo — March 5, 2008 @ 10:18 am
I’m a new guy on the block and I love all your inspirational education. However….I think it would help new guys like me if you could show samples of contracts, the best way to contact new clients, dress codes,etc.
Comment by Michael — March 5, 2008 @ 10:23 am
Great rant, Clayton!
Bob Bly had somebody bitch to him about this very thing about a year ago. And, get this – it was a copywriter!
I told Bob something like, "… if the copywriter’s too stupid to recognize a great FREE SWIPE when he sees one, he’s in the wrong business in the first place."
Keep up the good work. It’s much appreciated.
Michael
Comment by David — March 5, 2008 @ 10:33 am
At first I was skeptical of any thought of partnering with a client. After reading your post it is becoming more realistic. As a novice in the copywriting arena, planning on re-entering the business after another contract opportunity completes…I still have doubts. What you say seems to make it possible for even a much less experienced freelancer to still work into the partnership concept.As you progress with posting about this concept, please remember those of us, who can at this point in their new career, only aspire to your success.Thank you for the fantastic post…You have turned "on" the lights in this "quart of mush."
Comment by D. Scott Elder — March 5, 2008 @ 10:52 am
Clayton,
Once again you gave (at no charge) exceptional and valuable information to your readers. I do save online marketing campaigns in a "swipe file" and I regularly purchase from these offers… so keep them coming! My most recent purchase is the "Teaching Sells" online course. This program is worth many times its cost. In an earlier blog I commented that the best product to market is your own. Well I’m convinced that anyone taking this course could come up with their own online service to market. I hestitated saying this because I’m thinking I should keep this a secret.
I’m at a point in my life where I don’t need to be looking for "new opportunities" anymore. But I enjoy learning and trying new things… just for the experience. I thoroughly enjoy The Total Package and appreciate all that you do… keep up the great work!
D. Scott Elder
Comment by John Scola — March 5, 2008 @ 11:46 am
Hi again Clayton,
After reading your recent post how to talk to a prospective client (which by the way, I thought was extremely helpful), I wondered about something that wasn’t said…
What happens if the client balks and doesn’t want to provide any or all the information you requested? They may say, "it is too much work to gather all those things for you" or perhaps they may say, "I can only get you the minimum what you asked for."
Can I assume that you don’t want to work with this client because this is an indication of how committed they are to fostering their business relationship with you?
In short, would you say based on your experience – don’t just walk away but run away from this prospective client?
John
Comment by Clayton Makepeace — March 5, 2008 @ 12:44 pm
It kind of depends, John …
They may demure on some of these items because they don’t have time to get it all together before the pow wow. That’s understandable.
If this is the case – and if the client appears to have great promise – you can either give them a couple extra days or go with as much as they can give you before the meeting.
But if you get the sense that the client is just too lazy … to disorganized … or too contemptuous of the value of great copy to do the work, then yes: Don’t walk away from the client – RUN away from him.
Cheers!
– Clayton
Comment by Cie Lowery — March 5, 2008 @ 1:29 pm
Great rant, Clayton.
Perfect how you turned an "ad" into an opportunity, a learning experience, that woman’s self-righteous negative into positive "gold." (She’s liberally putting her hand in your pocket for your free stuff…hum…let me think…to make money?)
What a great lesson.
Love you, Clayton, and your Redhead,
Cie
Comment by Kevin Adam — March 5, 2008 @ 1:50 pm
Hi Clayton,
Chiming in with my two cents worth of thanks for all your fantastic insights. So, thanks!
I also have a question. I’ve recently had the above meetings with two clients, and in both cases they later reconsidered and went with a different approach or provider. Is there something I need to be certain to say to close the deal?
I know there’s a lot of info missing, but when the potential client agrees they like the ideas and are interested in doing business, is there a "best"response? Should I try to schedule to job right then? Or, is there something entirely different to do? Thanks for any ideas you may have to share. I genuinely enjoy all your sharing.
And, just to mention it, I have happily purchased some of your products. Anyone fool enough to complain about you having products for sale ought to quit right now instead of cutting down someone trying to help them. Take care!
Comment by Gene — March 5, 2008 @ 2:53 pm
This is just a quick bit of advise to Keven Adam who was disappointed that they could not close a deal.
If you have done your job correctly and have done your best to inform the client of the benefits of using your service and still you have not gotten the client to commit, then I have one question for you. Did you assume the sale? No matter what I am selling I always go in with the thought that the sales is done and with this attitude you will find that most times the sale will be done. Did you ask for the sale, and if you did and got a negative response did you ask them what if any objection or concerns they might have?
No one can ever close every sale but what I have learned is that there are many reasons why someone would even take a meeting with you, IE: #1 and in my opion the most likely reason is they need to justify their jobs “See boss I am working hard for you”. #2 Fact finding to determine if they can do the job in house. #3 Bored with all the free time at their job and need some distractions, this is also connected to #1. #4 A real interest in using your ideas but you failed to relate why they need you.
I used to chase down people for many months only to find that at the end there was no sale. I failed them! I was not able to give them the tools they needed to make a decision. I have a saying and that is “If you cannot make a decision in 1 minute you will never be able to make a decision that you will be happy with. Why 1 minute because I gave you everything you need to make that decision NOW and even if you do decide to use my service you will be filled with self doubt and that kind of client will use up all of your mental resources and actually “cost” you more then you can make.
Every sit you go on should be a learning experience both for you and the client. If you go on a sit like a beggar you will be viewed as a beggar and no one hires a beggar. Go with confidence and you will close more deals. At every sit there is a sale made! Either you sold them or they sold you!
Sales is a numbers game and the more sits you do and the more confidence you have the more successful you will be.
If what you are selling is a good deal for both of you then there is no reason to not get the sale.
A little story to prove my point. Years ago I decided to supplement my income and buy and sell cars. I specialized in Ford Escorts and went to the auctions and only bought Escorts. I did no repairs to any car. I would by them from $500-700 range with a book values of at least $1500-2000.
I would advertise them for $500 above what it cost me and when people came to me (and lots did) I told right up front that the price was nonnegotiable and that every time they tried to lower the price I would raise the price $50 and not back down. I sold %80 of the cars at a higher price then my original asking price and most of those people brought others to me and told them the rules. Why did they pay a higher price? BECAUSE IT WAS STILL A GREAT DEAL AND THEY KNEW IT! I have also practiced this when selling other things. WHY? Because my time is valuable.
I hope I have given you some insite here.
Good Luck
Gene
Comment by James — March 5, 2008 @ 3:57 pm
Clayton, you’ve just given everyone who reads your blog a blueprint on successfully selling themselves to a prospective client….For FREE.
I mean, how many of your readers even know about the SRDS?
I just learned about it recently and, I’m pretty sure, most libraries have it to peruse…for FREE.
Thank you for all the great content Clayton.
Comment by Brian Duvall — March 5, 2008 @ 4:06 pm
Clayton, You Bonehead!
Do you mean to tell me that you have a business opportunity to make millions over the next year or so and you declined it because you don’t have enough help on hand?
Is it really that hard to hire talent to handle the job for you? Is it really that hard to sub-contract it out to those you trust?
You are always talking about your copy cubs who have gone off on their own and made fortunes. Aren’t any of them available to help with this big project for a piece of the pie?
You should be ashamed of yourself. You are letting down a client. You are letting down your allies who just might like a nice bonus payday. You are letting down yourself for not taking advantage of the opportunity that this project brings. And finally, you are letting down your readers with such a short sighted position. I hope it’s just you making a big claim to illustrate your dedication.
Take my advice, find some strategic partners to do the job for a piece of the action, pocket the rest and tell us about it in an amazing case study.
Sincerely,
A loyal reader in Virginia
PS: I love your work.
Comment by Kammy Thurman — March 5, 2008 @ 4:07 pm
Some clients may not have all of the materials Clayton mentions, but they should have most of them in PDF format that their designers send for approval prior to printing. I ask for any PDFs they have first, because they can get these to me in a matter of minutes w/no mailing cost.
I like to see hard-copies too, but those can come later. PDFs will get the samples in your hands fast so you can study the concepts and move onto that client meeting much quicker than if you wait around for the mail.
A smart marketer will be collecting samples from his/her competitors, so ask them to scan the samples and email those to you too. Again, saves them time and postage.
Comment by Dave Martin — March 5, 2008 @ 4:29 pm
"Lazy Man’s Way to Market Research"
Another fast and easy (ok, lazy) way to prep for a client/job is to go onto Amazon and look up all the top selling books related to his category. No, don’t buy or read the books (remember, I said "fast, easy and lazy!")… Read the REVIEWS to get inside the head of your client’s prospects. You’ll instantly learn the answer to fundamental "Problems / Solutions / Objections etc"… pick up on common threads as to what the readers say is "hot/not hot" … the things they want and like, and the things that turn them off… psychological triggers… and possibly, any unique nomenclature for that market. Now when you talk to your future gravy train conductor you’ll know more about his buyers than he does.
My work here is done:-)…
Comment by Dean Kennedy — March 5, 2008 @ 4:33 pm
Another blockbuster post that reinforces why I tell everyone I can to get to this website and get reading as much as they can!!!!
I looked up "over-deliver" in the dictionary and found a beaming picture of you and the whole team. I was a guest copywriter at a small business meeting last week and made sure everyone wrote down your URL. I hope they buy your stuff too … the ads, like you suggest, are great lessons … the email campaigns that go along with a new promo are brilliant swipes.
Sending you copywriting love all the way from Melbourne downunder, THANKS so much again for what you (over) deliver!
Comment by Ruth — March 5, 2008 @ 10:06 pm
Why, sure, Clayton, why not hire some of your above buddies to help you with that big deal above mentioned by Brian? I’m sure there would be lots of offers from them, including me! Maybe too much work to critique all the orders? My stuff would definitely bear critiquing, since I’m a cub too, and you might remember how it was when you first began to write.(BTW what is the big deal?)Thanks for all you do for us,ruthless
Comment by Clayton Makepeace — March 6, 2008 @ 5:18 am
Great question, Kevin – and great ideas, Gene!
Kevin, I think you need to review your mindset and how it affects your sales process.
REMEMBER: There’s a real Groucho Marx component here.
Groucho said, "I wouldn’t want to join any club that would accept someone like me as a member."
Your prospective client has a similar bias: "I wouldn’t hire any writer who isn’t too busy to accept me as a client." In other words, he believes that if you were any good, you’d be too busy to hire.
That means any hint of desperation in your selling process is a killer.
Try finding honest ways to create the perception that …
The client is not doing you a favor by taking a meeting. You are doing the client a favor by taking time out of your busy schedule to help him grow his company.
Your time is valuable. You only take meetings when you are convinced you can help the company and that the company needs you NOW. Find ways to compel your prospect to feel as though getting your time would be a coup.
Your time is scarce. You are booked up months in advance. The only time you have available to take shorter-term projects is when another client’s project is postponed.
You do have a writing slot that just opened up; but two other companies have already talked to you about it. You’ll grant the time on a "first-come, first-served" basis. You’d prefer to work with THIS client – but bizness is bizness – so whoever gets the advance check to you the soonest gets your open writing slot.
And yes – by all means – knowing when to shut up and accept the order is essential. And getting the commitment on paper – and in dollars in the form of the advance – is critical.
Never, never, NEVER procrastinate when it comes to closing the deal or invoicing or accepting a check.
BRIAN DUVAL: Yes, it really is that hard to find and train schedulers, marketers and copywriters who have the chops to explode my clients’ businesses.
And frankly, I don’t have time to train beginners or the money in the budget to pay "A"-