Copywriting Conspiracy

Fellow Marketer and Business Builder,

The report you’re about to read details how one man – who didn’t even graduate high school – has
used a single, OFTEN OVERLOOKED SKILL to sell over $1 BILLION in products and services for his
clients.
Not only that, it shows YOU how to apply these very same secrets to surge ahead of your
competition… boost your response and conversion rates across the board… and significantly pad
your monthly income.
Skeptical? GREAT! I respect your weariness – especially with so many false promises being made
online these days.
But this is about as “solid” as it gets. As you’ll soon see, many top business owners and marketers
from around the world have come out and CONFIRMED the power of what is being taught on the
following pages.
Everywhere you turn nowadays, you hear Internet marketers, authors, business owners and “gurus”
crowing about how you need the newest thing – one day it’s SEO … next it’s PPC … then Social
Media … and the list goes on.
You’d like to believe them. We all would! But despite what they
promise, nothing any of these experts offers is the ultimate “I DEVOUR
EVERYTHIN
“magic bullet” that’s going to make you rich. They’ve been G HE WRIT
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for almost 30
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to learn as
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the people
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Flores. the most
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• When you do get new customers, they don’t buy again –

or often enough to make a huge difference in your bottom line …
The Great Copywriting Conspiracy

• You’ve tried all the various Internet marketing solutions – some worked, some didn’t – but none
as well as you’d hoped …
• At the end of the day, you know deep down that you FULLY DESERVE to be among the Internet
elite – those who make millions while working part-time …
So When On Earth Is It
Going to Happen for YOU?
Well, what if I told you that all these “little” problems are really
just symptoms of ONE BIGGER PROBLEM? And that, if you
“When I re
correct this bigger problem (which isn’t that hard to do) – then ad my cop
y and say
sounds lik ‘this
you can dramatically turn things around. e somethin
write’ — I k g Clayton
now I have would
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else you’ve tried. I’ve seen h
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Nor does it negate anything else you’re doing.
— CARLIN
E ANGLAD
In fact, it makes EVERYTHING else you do work better – from E-COLE
SEO… Traffic Strategies… to Product Launches… to anything
else. By using this secret, you’ll get significantly better results
from any other marketing technique or strategy you ever use.
So why haven’t you heard of it? And even if you have, why
haven’t you placed it highly enough on your list of marketing considerations – given that it can make
such a dramatic difference in your bottom line?
You’re Now Holding the
Answers in Your Hand
In the report you’re now reading, I reveal why you probably
BREAKTHROUGH
haven’t taken full advantage of this money-making secret… the
“COPYWRITING powerful transformation that happen to your business, profits and
a try that
cided to give you income when you do… and the easy steps you can take to get
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way to do things
through the best headlines,
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pros pe ct- gr ab bin g • What the REAL “lifeblood” of your marketing and growth is
and more. – and how to take full advantage of it…
ess
more repeat busin
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ve ne ve
from clients. I ha some of the
w being hired by business – you can run “simple” email campaigns that
copywriter and no gu rus.”
ernet marketing
bigger named int easily have 7-figure (sometimes 8-figure) potential…
Michael H.,
Freelance Copywr
iter • The dangerous “traffic myth” – why endlessly chasing
OW! for more traffic can sometimes destroy your business
WOW! WOW! W
(unless you have the right foundation in place – in which
case, more traffic will make you wealthy beyond belief)…
www.makepeacetotalpackage.com/copywriting-coach/

• The secret of “Profit Laddering” – how smart companies

ethically turn their customers into long-term income
streams… “I conside
r Clayton M
one of the akepeace
There’s so much more I could say right now, but you simply modern m
direct mark asters of
eting.
need to read the pages that follow. Please – this report may
well prove to be the most profitable thing you read all year. “Every tim
e I talk to h
like gold — im, it’s
Read it carefully and completely! I learn so m
that’s help uch
ed me bec
copywriter. o m e a top
He’s so go
sell ice to od he could
an Eskimo
Sincerely, !”
— Kent Ko
mae
Tony Flores
Continue to the NEXT PAGE to discover the simple secret behind the $22.3 million
e-mail campaign

A ll over the Internet, marketers and business owners are pouring sacks of money
down the drain …
… Because they’re all way too busy chasing “the next big thing” to do the ONE
SIMPLE THING that’s virtually always guaranteed to bring in more sales, profits and
income.
But Somewhere Near You, There Are
Writers, Marketers and Entrepreneurs
Who Seem to Defy All Laws …
They multiply their website’s conversion – without any of the latest design, technology or Internet
marketing “tricks” (many might call their sites “ugly”) …
They dramatically boost their sales and profits – often without any additional traffic or new
customers …
And they truly live a life of freedom – IN TOTAL CONTROL over their lifestyle … where they live …
how much they work … and the amount of money they make.
Now let me ask you …
WHAT DO THESE
PEOPLE KNOW THAT YOU DON’T?
I wish I could tell you that everything you’ll discover in this report is a totally new “breakthrough” …
but it’s not.
Yet what you WILL learn on the following pages is a little-known, highly proven system that allows you
to optimize the single most important factor in your ability to make money online.
That’s no exaggeration, I promise.
Even if you’re currently using this profit accelerator, I guarantee you’re only getting a very small
fraction of the results it can offer you.
So that’s the bad news.
But there IS good news. With some small, yet powerful changes to how you word your marketing
efforts – which makes all the difference in the ONGOING RELATIONSHIP you create with your
prospects – you’re not actually that far from the response, income and lifestyle you’ve always
dreamed of!
I Know That Might Sound Like a

Bunch of Shameless Advertising Hype …
But there’s a mountain of proof behind what I’m saying, so hear me out.
You see, each day, I sit next to a man who comes into the office around 9am. Some days he leaves at
2 or 3pm.
Other days he leaves at around 12 noon.

Yet I’ve seen him repeatedly get royalty checks as high as $300,000 … $400,000 … even as much as
$650,000 in a single month.
Of course, his clients do even better. His primary client’s business did nearly $50 million with a
subscriber list that’s much smaller than most of the “big name” Internet marketers. In fact, last fall,
they did a simple e-mail promotion that raked in over $20 million in just six short weeks!
You NEVER hear about stuff like this, because it happened outside the mainstream Internet
marketing community.
So Who Is This Man?
His name is Clayton Makepeace and he’s the one AWAI and best-selling author Bob Bly call the
“world’s highest-paid copywriter.” But even more importantly, he’s personally used the information
inside this report to help …
• Phillips Publishing attract more than two million new, paying customers in just over three years …
• Security Rare Coin skyrocket from $3.5 million in sales to well over $120 million (a 3,300%
increase) — in a little over a year …
• In the mid– to late 1980s, he helped Blanchard & Company quadruple its sales to more than
$115 million per year, and then allowed the owner to cash out for tens of millions of dollars …
• Between 1999 and 2003, these secrets helped Weiss Research quadruple the size of its
customer file and made Safe Money Report the largest publication of its kind in the world!
• And right now, he’s using these strategies to multiply revenues and profits for one of the
Internet’s most successful marketers of income-boosting services.
• In fact, last fall he added $22.35 million to his clients in just six weeks — with a simple e-mail/
video/sales letter campaign!
Believe it or not, nearly ALL of this client’s explosive growth is happening right now — ON THE
INTERNET — even though he’s almost clueless when it comes to all the “latest and greatest” Internet
marketing trends.
How Does He Do It?
Simple: His secret lies in the difference between the following two promotions …

Can you guess which one worked better?
I’ll give you some hints …
One of them bombed, while the other sold millions of dollars in product for the client …
One of them personally made Clayton over seven figures in royalties …
And one of them utilizes secrets maybe only a handful of marketers on the planet know about …
Can You Guess the Winner?

Before you answer, let me give you another quick quiz … This piece of copy (below) kicked off the
Internet campaign that raked in $22.3 million in just six weeks.

So, I have to ask you: WHAT MADE THIS SO SUCCESSFUL?
When It Comes to Your Success Online or Off,

the Answer to this Question Is EVERYTHING
As Rich Schefren pointed out in his excellent Internet Business Manifesto, most Internet
entrepreneurs and marketers spend most of their time chasing the latest breakthrough or trend. One
day is SEO … the next day it’s Product Launches … then it’s Social Media … and the list goes on
forever.
Obviously, these things all have their place.
In the proper context, they can be immensely powerful.
But without the right foundation in place, they’re just marketing techniques – they’re NOT the real
“lifeblood” of your business.
That’s why you see so many people online simply hopping from one technique to another. Each time,
the “new thing” is the Holy Grail – the breakthrough that’s going to turn everything around for them
and flood their bank account with cash.
Unfortunately, it almost never works out that way.
The irony is that there really is ONE SIMPLE THING that – if you even just get “pretty good” at it
– allows you to grow endlessly and “lock in” exceptional lifestyle freedom and income for as long as
you want.
It’s something that’s often overlooked by Internet marketers – but when you study the TOP
INTERNET MARKETERS – who all make many millions a year – you’ll see that they all place a
HUGE amount of value and emphasis on this growth factor.
From Rich Schefren … to Frank Kern … to Eben Pagan … to Agora Publishing (the $300 million
a year info-publishing/marketing company) – every savvy Internet marketer knows what all the old
legends of advertising discovered many years ago …
... Namely, that what you SAY and how you COMMUNICATE with your prospect is everything.
And that really is the best news of all, because it means that you can grow significantly – boosting
your conversion, income, and quality of life – with a fairly small change in the way you approach your
marketing.
Have You Guessed What This Critical,
Yet Overlooked “Foundation” Is Yet?
It’s Copywriting, of course!
THAT is what made version A (on page 3) so much more profitable … and it’s what fueled the $22.3
million e-mail campaign. It all came down to the quality of the copy.
Remember, copywriting is the MESSAGE that you present to your prospect – at every stage of the
sales process
The problem is that most entrepreneurs see copywriting merely as the words that go into their sales
letters and perhaps their autoresponders. So when it comes time to work on their “copy” – they just
outsource their sales letter and autoresponders to a freelancer.

But the extreme danger in this kind of thinking is
that almost EVERYTHING a small business does to Why Copywriting is the Language
grow involves copy. From your initial banner ads and of Marketing
PPC campaigns … to your homepage copy … your
squeeze pages … your e-mails … your free content riti
ng Homepage
w
… your videos … your “thank you” pages and order Co
py
pages … your blog posts … and so much more. Squeeze Page
ng
riti
Get the picture? Co
py
w Videos
The verbal message you present at EVERY STAGE g Free Content

itin
of your marketing determines … wr
py
Co
E-mails
• The unique position and point of view you
#1
ng
riti
INK
establish in your market … w Sales Letters
ONSE
py
Co
RESP
• How your prospect sees and judges you Autoresponders
ng
relative to the competition … py
wr
iti
Co New Product Launches
• The amount of value your prospect mentally
ng
assigns to your products … w riti Marketing Campaigns
py
Co
• How much trust you earn with every person Upsells
who visits your site …
RI#5
• The number of prospects who actually BUY

something and become customers …
• How much that person spends with you over

the course of the month, year and lifetime …
$22 Million in 6 Weeks
• And way more than I can possibly list here! E-mail Invitations Mentions of Free Event
to Free Event in Daily e-Zine
But if you fail to carefully work through your
communication at every stage … if you can’t
explain how you differ from your competitors … Registrants Non-Registrants
if you don’t convey all the benefits you bring to
your prospect … or the proof you have … your
personality … and more … Attending More E-mail
Reminders Invites
… Then you put a very low ceiling on your Keys to its Success
growth, your success, and bottom line income!
Live Video Event
#1
on the Internet
Now You Know the Secret to the $22.3
K
RESPONSEIN
Million Dollar Internet Campaign!

Remember that “Great Dollar Panic” screenshot I
showed you on page 4? Salesletter
Well, the secret to that page – and to the overall

campaign – was the quality of the copy. You see, E-mailed to List,
without Event Discount
the strategy was simple. You can see a little flow
Finish Up Campaign
chart that shows you the overall sequence of and Close Doors
communications right here. RI#18
10
Basic Internet Marketing Model

Banner Ads PPC Organic Search Articles Affiliates All Other Traffic
#1
INK
ONSE
RESP
The
Cycle Repeats
Itself!
The customer continues to get e-mails

related to products he hasn’t purchased yet.
These e-mails drive him to sales letters for those products.
RI#14

11
This is fairly basic Internet marketing stuff.
What really made the difference was that all the right copywriting elements were in place …
• Clayton knew his prospect intimately – including his deepest fears, worries, hopes and desires …
• He understood how to capture those feelings – and present precisely the right benefits – in his
initial e-mails, invites, in the live event, the sales letter and post-campaign communications …
• An intense, ongoing bond was created between Dr. Martin Weiss (the investment guru) and his
prospects …
• Clayton proved everything in the copy beyond a shadow of a doubt …
• He made his message both urgent and topical …
• The prospect received a bunch of highly valuable information BEFORE he ever got pitched
anything …
• And so much more …
Of course, marketing strategy is crucial. But copywriting is the fuel that runs the marketing engine.
Without it, nothing happens.
Your marketing … your sales … everything comes to a standstill.
In the New Age of the Internet,

Copywriting Is More Essential
to Your Growth Than Ever Before!
More than ever, Internet Marketing is becoming RELATIONSHIP MARKETING. Your prospect – no
matter what niche you’re selling into – resists being blatantly sold to. And he demands a more
personal connection and relationship with you.
There are simply too many options to buy from someone he doesn’t like or trust or who feels like a
stranger.
This means that – if you want maximum sales and profits – your communications must establish a
friend-like bond with him right off the bat. What’s more, it’s often the case that you have to bring him
significant value BEFORE trying to sell anything.
But how do you do this? What makes some marketers exceptional at making prospects and
customers feel like friends – while so many others still come across as boring, sleazy, or not at all
unique?
The answer, again, lies in your copy.
From that first view of your webpage … to your e-mails … to your sales letter … to the follow-up after
he orders …
… The ultimate sales impact of ALL your communications – including the free content you provide
your prospect with – is almost 100% dependent on the quality and sharpness of the words and
message you send out.
In fact, I have several friends in this industry – whose businesses do $20-40 million in sales each
12
year – using a VERY simple Internet marketing model. (They want their company and niche to remain
secret.)
The prospect is first driven to a squeeze page and joins the e-mail list, and then copywriting is used to
facilitate the process or relationship marketing.
A visitor who opts into the list begins getting valuable, highly personal, content-driven e-mails … and
those e-mails then perfectly transition to sales for the introductory products (what we often call “front
end” products.) And then additional e-mails sell the subscriber “backend” products.
I’ll talk more about this model in a second, but it’s important to realize that my friend’s businesses
use very little pictures or graphics … not much video (just for testimonials and samples on the sales
letters) … almost no “social media” … and yet they’ve been adding millions to their annual sales each
and every year — like clockwork.
It’s all entirely copy driven.
Today, the Ability to Persuade and Sell with Words

Is a Skill EVERYONE Needs!
Many of the most successful gurus on the Internet began their careers with a rock-solid foundation in
copywriting and direct marketing. In fact, many learned directly from one of the same guys I originally
studied with – John Carlton.
You see, the point is … whether you’re a full-time, professional copywriter or not – you still must know
how to effectively communicate and persuade.
It’s THE PREMIER MONEY-MAKING SKILL for anyone

Fact #1: Direct response marketing
who depends on direct response marketing for their growth
involves asking a prospect to take a
and personal income.
specific, measurable action – often
And if you look around at some of the most successful to purchase a product – sight
direct response marketers and entrepreneurs over the unseen.
years, many of them got started – and got RICH – by
Fact #2: That means that ANYONE
focusing on the copywriting process …
who sells anything online is using
• Jay Abraham, the “$8 billion marketing genius” – used direct response marketing. (Even if
to write copy for his clients whenever he consulted they don’t know it.)
with them …
Fact #3: Direct response marketing
• Dan Kennedy, the internationally renowned is ALWAYS copy-driven. It’s your
“Renegade Millionaire” – first learned to write copy words that guide and motivate your
from the legendary Gary Halbert … prospect to take action.
• Bill Bonner, the founder of the $300 million-dollar-a- Fact #4: If you’re involved in selling
year Agora Publishing empire – is considered to be any kind of product or service
one of the greatest copywriters alive … online – YOUR SALES AND
SUCCESS IS COPY-DRIVEN.
• Michael Masterson, the best-selling author who’s
personally built up multiple 9-figure businesses, got Have you done
his start as a copywriter (during this early period his EVERYTHING POSSIBLE to
income went from $70,000 … to $300,000 … to over maximize the performance
a million dollars a year – in just three years) … of your sales copy?

13
• Joe Sugarman – the man who’s created hundreds of millions of dollars in passive income for
himself with his BluBlockers product – began by writing ALL the copy and advertising for his small
agency called JS&A …
I could go on and on like this, but you get the point.
Even the original founders of Victoria’s Secret first ignited that business
after attending a copywriting workshop! (One that was put on by Joe
Sugarman.) Here’s a quote from Joe in his great book, Advertising
Secrets of the Written Word:
“Two advertising people from Victoria’s Secret attended my

seminar before the franchise was sold to The Limited. The two
women used their copywriting skills to write the colorful catalogs.
They both claim the seminar was one of the turning points in
their careers and a major factor in the early success of Victoria’s
Secret.”
The fact remains – if you have anything to do with the growth, profits
and income created by your Internet business – you MUST understand
how to write and communicate in a way that enhances the sales
process.
Not that you have to become a full-fledged writer, so let me clear that up right now. You definitely
don’t.
But it IS critical that, at the very least, you understand copy … how it works … what separates good
copy from bad … and how to allow it to drive your marketing.
This is true whether your task is to write sales letters, video scripts, e-mails or mere blog posts.
All your writing should be strengthening the perception of value and benefit you’re bringing to your
prospect … and it should be furthering the bond and trust you’ve developed with him.
Again, the words you deliver – your copy – is the primary way you do that.
Don’t Worry,
You Do NOT Have to Become
the Next Shakespeare or Hemnigway
“But I’m not a writer! I suck at writing!”
Those are popular responses when entrepreneurs and marketers first begin to grasp the power of the
copywriting process.
They want the wealth and freedom it brings them, but they hate the idea of having to write all the time.
And it doesn’t take a Master’s Degree or a Ph.D. in English to do that. After all, typical writing IS hard.
That’s why we procrastinated like crazy on our high school and college writing assignments.
The difference here is that copywriting really isn’t “writing.” Not in the traditional sense.
It’s just simple communication, done in the most persuasive possible way.
And ANYONE can learn that! Even if you’ve always sucked at writing. In fact, “good writers” often
14
make the worst copywriters, because they want the writing to sound nice and pretty.
“Nice” and “pretty” usually mean nothing in the sales process. The real purpose of your copy – in a
marketing context – is to simply build trust, and make your products more attractive to buy.
No need for smooth, graceful sentences or perfectly poetic words.
Just clean, clear, simple writing – just as you talk to your friends or family – is all that’s needed.
PLUS – With the Right Information,

Creating Copy Can Be As Simple
As Putting Together a Puzzle
Because our purpose as direct response marketers is to evoke a measurable action in the prospect
– the BEST copywriting secrets are those that have been tested over and over again.
I know that Clayton has personally written copy that’s sold over a billion dollars worth of products
and services, and he’s been involved in at least that much scientific testing of response triggers.
(Response triggers are copywriting elements that cause a prospect to respond favorably when he
reads your promotion).
This means … When you know exactly WHAT must be said at the various stages of communication
with your prospects and customers … and WHAT must go into every sales letter to make it successful
… then it’s not all that hard to gather all the little pieces you need.
Then the words will come to you, and you just have to put everything together according to what’s
been proven to work time and time again.
Whether it’s your product’s benefits … your proof … your personality … the argument for your product
… or anything else … you simply need to know how to COLLECT these different items, and then how
to put them together.
Again, it’s not really writing. Certainly not “creative” writing!
So I hope that’s clear. Don’t worry about having to become a writer … and don’t worry about whether
or not you suck at it.
Just build your proficiency and understanding of this one simple skill – and you’ll almost inevitably
make a LOT more money.
And speaking of making more money, let me dispel a very related myth that might be getting in the
way of your growth.
Often, I see struggling marketers and entrepreneurs suffering from this myth – even though they still
have horrible copy in place …
Why “More Traffic” Is NOT Always the Answer!

For most Internet marketers and entrepreneurs … “More Traffic!” is the mantra. They feel that all they
need is more traffic and they’ll be rich.
And not surprisingly, that’s what many of the most popular Internet marketing programs focus on.
Think about it … SEO … Google AdWords … List Building … Affiliate Marketing … Social Media … all
these things are designed to bring more people to your website or landing page.

15
“More traffic!” they yell.
But the problem is, you don’t always need more traffic to make more money.
You see, it’s possible for you to grow significantly richer without a single ounce of additional traffic.
As proof, take a look at Figure 1:
LEADS SALES/CONVERSIONS
$$
Your sales and profits

$$
$
$
$
These are the people This is the number

who see your ads of people who actually
or visit your website. buy. These individuals
are now considered
customers.
INK #1
RESPONSE
Figure 1
Let’s say that each little stick man in the diagram represents 100 people (there are 50 of them in the
left column) – and that means that 5,000 people are coming to your site each month.
Hypothetically, let’s also say that you’re selling a $50 product and converting at 8% (4 out of 50 = 8%,
which would often be considered a high conversion rate but this is just an example, so chill).
That means you’re selling $20,000 a month (400 customers x $50 = $20,000).
The problem is that most marketers simply stop there and focus on driving more traffic.
So now, look at Figure 2 (next page):
It poses the question, “What are you really doing with your prospect – once they convert into a
customer?”
Even those who actually make an effort to sell more products and services to their new customers
16
LEADS SALES/CONVERSIONS BUY MORE OFTEN INCREASE SIZE OF SALE
$$
? ?

$$
$
$
$
These are the people This is the number Is your marketing Are you getting your
who see your ads of people who actually encouraging your customers to spend
or visit your website. buy. These individuals customers to buy progressively MORE
are now considered more often? money with you?
customers.
For most marketers and

business, the answer is ...
RES
NO!
PON
SEIN
K
#1
Figure 2
often do it haphazardly.
But with quality copy in place, you can systematically persuade them to buy more stuff from you
– more often. For example, let’s say that of those same customers – you’re able to sell half of them
another product – this time for $100.
If 50% buy at least one of your $100 products, that’s 200 people making the purchase.
That means that 200 x $100 = $20,000 more each month.
The growth might look something like you see in Figure 3 (next page):
The cool thing about this is … You’ve just doubled your income!
And We’re Just Getting Warmed Up …

At this point, there’s still a problem: $100 for a product really isn’t that much more expensive than
$50. But what if you create a highly in-depth course based on whatever your $50 product teaches?
Let’s imagine that you charge $500 for this new product.
And let’s also say that you get 10% of your initial customers to buy it (10% of 400 = 40). So that’s 40
sales at $500 each, which equals $20,000. That’s another $20,000 that comes in each month.
You can see another “stick man” illustration in Figure 4 (next page):
At this point, you’ve now tripled your sales and income – without bringing in any new traffic or
customers. The overall value of that new customer just went from $50 per person – to at least $150.

17
LEADS SALES/CONVERSIONS BUY MORE OFTEN
$$

$ $
$
$
$
$
$
$
$ $
$ $
$ $
$ $
$ $
$
Look what happens

to your profits and
income when you
get your customers
to buy more often.
What do you think causes

this increase in spending?
RESPO
NSEIN
K #1
Figure 3

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Now look at what

happens when you
get each customer to
spend MORE with
you on each purchase
RES
Can yyou guess
g what drives
PO
NSE
INK
this explosion
explos in growth?
#1
Figure 4
18
Now Look At the Explosion that Occurs

When You Convert Better
The crazy thing is, we still haven’t even tweaked the initial pieces in the conversion process. Let’s
assume that each new visitor to your site first comes to a squeeze page … and then is driven to a
sales letter/landing page.
What happens if you improve the copy (on the squeeze page and sales letter) to the point, where you
DOUBLE your initial conversion? (I’ve seen this happen a variety of times, when a skilled copywriter
reworks mediocre copy.)
Look at Figure 5:
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Now, let’s say that Look at what happens

you double conversion. to your sales, profits
and income — WHEN
you’re also persuading your
customers to make bigger
RESP
ONSE
INK purchases more often.
Q: WHAT IS THE SINGLE MOST IMPORTANT FACTOR IN #1
CONVERSION? WHAT DETERMINES HOW OFTEN A CUSTOMER

BUYS AND HOW MUCH A CUSTOMER SPENDS WITH YOU?
A: YOUR SALES COPY!
Figure 5
That literally doubles all your sales numbers across the board – which means you’re now making
$120,000 a month. In other words, you went from around a $250,000 a year business to nearly a $1.5
million dollar a year business!
That’s 500% growth … WITHOUT any more traffic – and without ANY increase in the rate of new
customers being created.
Obviously, I realize there are some assumptions in these examples/charts …
1. We’re assuming a fairly high conversion rate …

19
2. We’re assuming response rates on backend promotions (promotions for the $100 and $500
products) will stay constant throughout …
I can’t argue with either point. But the real purpose of these graphs and numerical examples was just
to demonstrate the overall idea and process with enough simplicity. Of course, real-world Internet
numbers are going to be much messier.
Yet the simple fact remains – it IS possible to experience this kind of growth and results online,
WITHOUT more traffic – and the driving factor is none other than your copy.
You see this being visually illustrated in Figure 6:

iting
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Yes, even without ANY Look at what happens

additional leads/traffic/visitors, to your sales, profits
you could be making a LOT and income — WHEN
more money. you’re also persuading your
customers to make bigger
purchases more often.
RESPO
NSEIN
K #1
Figure 6
With This Kind of Powerful Process in Place –

More Traffic Now Means MUCH MORE MONEY!
Let’s assume that you own/market the business we’ve been discussing.
You’ve done a killer job of improving your messaging and sales copy across the board – and this
ongoing sales process every new customer undergoes has multiplied your sales and profits by 600%.
Now – when you bring more visitors to your site – things get even more exciting. Assuming that your
conversion remains constant, doubling your traffic doubles your sales and profits.
20
If you look at Figure 7, you can see what this looks like. With more, higher-priced products to sell
each new customer – and the improved sales copy that allows you to do this – every new visitor to
your site is worth a LOT more money to you.
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#1
NSEINK
RESPO
Figure 7
Now you might be wondering … “Why did I present this traffic increase at the end of these diagrams
instead of the beginning?” Especially when most marketers focus on new traffic – first and foremost?
The answer is simple …
Having a Strong Conversion

and Ongoing Sales Process In Place –
Which Is Almost 100% Fueled By Copy –
Is Often Necessary to GET MORE TRAFFIC!
Sure, there are free ways to get traffic, such as SEO. But honestly, some of the most explosive and
underrated ways to drive highly-targeted traffic to your site are often via paid media like banner ads,
PPC and more.
For example …
Early to Rise (www.earlytorise.com) — an online division of Agora that does over $30 million a year
– first built up its business almost exclusively through paid media.
Smart companies like Early to Rise can still afford paid media because their copy is so good, and

21
their marketing and conversion processes are so reliable – they know how much they can afford to
spend to bring in new customers.
As further proof of this, I recently talked with Dave Martin of Smart Marketing, one of the pre-eminent
PPC consulting firms on the Internet right now. (His firm has generated over 26 million leads and an
additional $27 million for their clients over the last couple of years).
What Dave told me was fascinating …
“The problem we face most is NOT whether we can drive targeted traffic to a site at
reasonable prices, it’s our clients’ ability to CONVERT that traffic. Most do not have
adequate copy across the board, they fail to constantly test and develop a backend to
effectively monetize the leads we send them … and often, they’ll give up on PPC believing
it was a traffic problem instead of a copywriting and marketing problem.”
It is for this reason that Smart Marketing is now partnering with copywriters – so that they ensure their
clients are able to fully monetize the abundance of traffic and leads they drive to their sites.
Traffic Is Often Vital to Your Growth,

But Don’t Make the Mistake of
Chasing Traffic Without Good Copy In Place
By now, I hope you’re beginning to see the truth in what I’m saying.
Whether you’re a professional writer or not, it pays to have the best possible writing – with the most
compelling possible message – set up at every stage of your sales process.
Otherwise, you’re pouring money down the drain.
And just to drive the point home beyond any shadow of a doubt, I want to share one last marketing
secret with you.
I believe it’s one of the most underrated, and under-utilized money-making secrets online.
Most of the top offline copywriters and direct marketers have mastered it. And the precious few
Internet marketers who know and apply it make a killing.
It allows your copy to exercise its full impact on your sales and profits, and it dramatically helps you
multiply the value of every single new customer you bring into your sales funnel.
It’s so simple to understand – but there’s a trick to making it work …
“Product Laddering” + Good Copy =

PROFIT LADDERING
If this formula makes any sense to you at first glance, you’re probably already rich.
Seriously.
In fact, I have a friend with a high profile business (that’s why I can’t name names) who just so
happens to utilize this Profit Laddering formula perfectly.
First, I want you to look at this image above. It shows how prospects come to my friend’s business
– and then the basic sequence of communication that happens once they opt in to the list.
22
What’s interesting is that this model is fairly straightforward. It’s not exactly groundbreaking or top
secret. Many marketers are using something similar.
I believe the difference lies in the quality of the copy and the robust Product Ladder this business has
in place.
What do I mean by “Product Ladder”?
It’s A LOT Simpler

Than You Might Think …
A Product Ladder is simply an escalating series of products that give the prospect more value, and
cost more money.
In this example, the prospect is first asked to buy a cheap product – the introductory e-book.
Then, he’s almost immediately upsold another, slightly more expensive product.
On and on, up the ladder he goes! Through a series of e-mails and upsells – again, all copy-driven
– the prospect is moved from the cheap initial product to the expensive $500 product.
Because markets almost tend to move in the direction of specialization, my friend has a series of
products that cover all his prospect’s needs.
Let’s say — hypothetically speaking — that he offered courses on the different aspects of healthy
living. Whether it was detox, weight loss, exercise, emotional health, and so on — each course would
specialize in one of those areas.
And at each stage of the prospect’s journey up the Product Ladder, the bond, trust and sense of value
is strengthened – so he becomes psychologically ready to make larger purchases.
Example of a Good
So now you understand what a Product Ladder is.
Product Ladder
Here’s Why a Product Ladder (When $485
Combined with Good Copy) $335
MEANS MUCH MORE PROFITS
r
dde
Every time someone buys something from you, he $249.85 e la
p th
becomes more qualified to buy something else from

u
you. (Provided you’re honest and are selling quality

ers
Product Ladder
products.)
sto
$199.85
s cu
Which also means that – as long as you’re fulfilling

ove
your prospect’s needs and desires with your

py m
products – he’s going to naturally want to buy more $149.85

s co
and more from you.

sale
And all it takes is a series of more advanced, higher $74.85

and
priced products – along with solid copy – to move

ails
him up the ladder.

e-m
$19.97
r
You
Look at the diagram to the right and you can see

what happens when you use copy to move your RI#16

23
prospects up the ladder.
The Product Ladder for a
The average value of each customer increases – and
Typical Financial Publisher
your business explodes.
might look like this:
And really, there’s no limit to how high you can go.
Complete Lifetime Service $10,000 For example, at our agency, Response Ink, we deal a
lot in the financial market.
Small Caps Service $5,000
What’s amazing is that some of the financial services
Options Trading Service $2,500
our clients offer can go as high as $25,000!
Product Ladder
Elite Trading Service $1,500

If you look to the left, you will see what a Product
Trading Service $995
Ladder might look like for a financial publisher.
Weekly Newsletter $295
This is how – along with the power of Clayton’s copy
Advanced Newsletter $189 – one of his clients went from $25 million a year to
Newsletter $99 over $60 million – in just a single year.
Newsletter $39 The trick here is knowing how to develop a powerful
Product Ladder. If you’re in sync with your market
and your customers, it’s fairly easy to develop
RI#17 products that are going to be of interest and value to
them.
The REAL trick is having the powerful sales copy in place that moves each new customer higher and
higher up your Product Ladder.
Unfortunately, Getting Better Copy Has Been Difficult (Until Now) …

The reason most people struggle to write effective sales copy – marketers especially – is that they
don’t have a clear, sequential system that they follow. Most writers and marketers simply “jump in”
without knowing exactly what to say – or they get stuck.
Either way, the process becomes slow and painful.
Worse yet, they fail to do everything that’s necessary to maximize their response in the promotional
efforts.
Remember what I said in the beginning about marketers pouring money down the drain?
Well, I hope you see now that failure to maximize the writing and messaging throughout your
marketing is the #1 culprit.
With good copy in place, everything you do is multiplied. But without it, nothing else you do matters
much.
And again, it doesn’t have to be all that hard to improve your copy. You just need a simple, repeatable
process to follow.
Finally, A Proven Solution

For All Your Copywriting Needs
Suppose there was a system that completely TAKES EVERY SCRAP OF GUESSWORK out of the
24
copywriting process. What if this easy-to-follow, proven approach allowed you to …
• Writer better, more responsive copy – faster than ever before …
• Create more powerful squeeze pages, e-mails and sales letters – and multiply your conversion
by as much as 13 times …
• Know exactly what to say at each and every stage of the sales process (many marketers say the
“wrong” things) …
• Completely stand out in your market …
• Create a deep, emotional bond with your prospects – so they trust you over the competition …
• Sell much more to those prospects once they become customers …
• Grow richer without any new traffic – AND GROW SIGNIFICANTLY RICHER when combining
good copy with all the most powerful ways to drive traffic …
• And so much more …
Hey, you’re a smart person. So you’ve probably guessed that there would be a new product
mentioned at some point in this report.
And you’re absolutely right – I’m not going to hide the fact that we’re eventually going to invite you to
buy our new copywriting course.
We’re calling it The Ultimate Desktop Copy Coach, because it’s designed to sit next to you on your
desk – and make your copy easier, faster and more responsive.
Whatever you ultimately decide, the one thing I ask is that you do NOT allow yourself to overlook all
the great stuff you’ve just learned. Nothing changes the fact that you should do everything you can to
improve the copy that drives your business.
You see, I really do want you to grow and prosper in this New Age of the Internet – whether you buy
our product or not.
And better copy is essential to that.
I also urge you to take full advantage of the wonderful free stuff that I give you between now and June
16th because a) you’ll definitely profit from all of it ... and b) you’ll prove to yourself that we really are
offering the most proven, easy-to-use solution to your copywriting needs.
Remember, for the last 30 years, the system that Clayton developed (and I helped assemble into a
clear series of steps) has been directly responsible for well OVER A BILLION DOLLARS IN SALES.
And now, for the first time ever, it’s being made available to you – in the clearest, most easy-to-use
possible format – The Ultimate Desktop Copy Coach.
This is a system that’s been battle-hardened in some of the fiercest, most competitive markets in the
world – FOR DECADES.
And it’s still working like gangbusters on the Internet, right now.

25
Keep Your Eyes Peeled for

More Useful, Money-Making Info From Us
Again, there’s nothing for you to buy right now. Not until June 16th.
But in the meantime, I‘m going to do my best to make sure this one of the most valuable product
launches you’ve ever seen.
And that’s why – just days from now – you’re also going to get another totally free report called How
to Write Like You Talk … And Transform Your Advertising Overnight. Nothing will be pitched inside
of this 70-page gem, and it breaks down one of the most important advertising and communication
secrets ever discovered.
Surprisingly enough, the secret revealed and dissected in this upcoming report works almost
EVERYWHERE. The National Enquirer uses it to sell millions of issues each week. And with the way
the Internet is evolving, this secret is now more valuable than ever.
• It almost instantly makes you entertaining and trustworthy to your market …
• Visitors to your site will suddenly see you as “cooler” than the competition and someone who
they want to be friends with …
• And people ALWAYS prefer to buy from those they like!
Plus, it’s ridiculously easy to apply.
So keep on the lookout.
Until next time,
Tony Flores
P.S. – Again, please give everything I’ve said in this report careful consideration. Apply this
information to your career and business. Whether you end up buying The Ultimate Desktop Copy
Coach or not, I genuinely want you to succeed and grow.
26
About the Authors
Clayton Makepeace has spent the last 35 years creating direct mail, Internet and print promotions
that have sold well over $1.5 billion-worth of nutritional supplements as well as books and
newsletters on personal finance, investment and health.
Plus, as a direct marketing consultant, he’s helped four major direct marketing firms at least
quadruple sales and profits to well over $100 million per year each.
As a direct response copywriter, Clayton has created many red-hot direct mail controls that
profitably mailed up to 90 million pieces each … web-based customer acquisition campaigns that
produce profits of up to 445% … and customer file campaigns that spin off as much as $1 million
per week.
According to best-selling marketing author Robert W. Bly and the American Writers and Artists
Institute, Clayton is America’s highest-paid marketing coach and copywriter, with royalty income of
up to $3 million per year since 1997.
And as a mentor, Clayton has helped six young copywriters to six- and seven-figure incomes …
is currently mentoring a half-dozen more through ResponseInk, his direct response marketing
agency … and is committed to helping the next generation of direct response business owners,
marketing pros, copywriters and designers accelerate their careers through his free daily e-zine,
The Total Package™.
When Tony Flores first tried out what Clayton teaches, things got really good. FAST.
In fact, he personally used Clayton’s secrets – before he ever even knew that much about
marketing – to nearly triple the sales and profits of a small health company (from $1.1 million to
approximately $3 million) in a single year.
Since then, he’s been helping a small, yet dedicated group of marketers and business owners
to explode their own sales and profits. To this day, our inbox is crammed with glowing success
stories from those who’ve said used the information Tony has created – just like you’ll read in this
report – to dramatically boost their income and quality of life.

Copyright ©2008 by The Profit Center LLC
P.O. Box 750
Waynesville, NC 28786
1-800-827-0940 (U.S.)
1-828-456-9277 (Int’l)
To claim a FREE subscription to The Profit Center’s weekly E-newsletter,
THE TOTAL PACKAGETM, point your browser to:
www.MakepeaceTotalPackage.Com

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Fellow Marketer and Business Builder,

• When you do get new customers, they don’t buy again –

The Great Copywriting Conspiracy

• The secret of “Profit Laddering” – how smart companies

The Great Copywriting Conspiracy

Now let me ask you …

That’s no exaggeration, I promise.

So that’s the bad news.

I Know That Might Sound Like a

Other days he leaves at around 12 noon.

The Great Copywriting Conspiracy

I’ll give you some hints …

One of them personally made Clayton over seven figures in royalties …

Can You Guess the Winner?

So, I have to ask you: WHAT MADE THIS SO SUCCESSFUL?

When It Comes to Your Success Online or Off,

Obviously, these things all have their place.

In the proper context, they can be immensely powerful.

Unfortunately, it almost never works out that way.

The Great Copywriting Conspiracy

pages … your blog posts … and so much more. Squeeze Page

The verbal message you present at EVERY STAGE g Free Content

• The number of prospects who actually BUY

• How much that person spends with you over

Million Dollar Internet Campaign!

Well, the secret to that page – and to the overall

Basic Internet Marketing Model

The customer continues to get e-mails

The Great Copywriting Conspiracy

• Clayton proved everything in the copy beyond a shadow of a doubt …

• He made his message both urgent and topical …

• And so much more …

Your marketing … your sales … everything comes to a standstill.

In the New Age of the Internet,

The answer, again, lies in your copy.

It’s all entirely copy driven.

Today, the Ability to Persuade and Sell with Words

It’s THE PREMIER MONEY-MAKING SKILL for anyone

The Great Copywriting Conspiracy

I could go on and on like this, but you get the point.

“Two advertising people from Victoria’s Secret attended my

No need for smooth, graceful sentences or perfectly poetic words.

PLUS – With the Right Information,

Again, it’s not really writing. Certainly not “creative” writing!

Why “More Traffic” Is NOT Always the Answer!

The Great Copywriting Conspiracy

As proof, take a look at Figure 1:

Your sales and profits

These are the people This is the number

So now, look at Figure 2 (next page):

LEADS SALES/CONVERSIONS BUY MORE OFTEN INCREASE SIZE OF SALE

Your sales and profits

For most marketers and

That means that 200 x $100 = $20,000 more each month.

And We’re Just Getting Warmed Up …

The Great Copywriting Conspiracy

LEADS SALES/CONVERSIONS BUY MORE OFTEN

Your sales and profits

Look what happens

What do you think causes

LEADS SALES/CONVERSIONS BUY MORE OFTEN INCREASE SIZE OF SALE

Your sales and profits