Answers To Your Most

Answers to Your Most
Pressing Questions About Getting

Bigger Winners More Often
Posted on August 15, 2005 by Clayton Makepeace
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How to become a better marketer
Writing for the Internet vs. direct mail
What to do when you have no testimonials
How new copywriters get gigs
5 ways to get your envelopes opened
Long copy or short copy – what’s best?
Confessions of a
Marketing Chauvinist Pig →
Do you have to be an American to make it as a copywriter here?
Warm and fuzzy vs. hard-hitting copy: Which is best?
Why I’m really doing this …
And (as they say), Much, MUCH MORE!
Dear Business-Builder,
We get a lot of e-mails at The Total Package. Here are a few I’ve answered
personally – and I’m hoping my answers could help you too …
* * * * *
Clayton:
Can you offer some examples of how to expand my skills?
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http://www.makepeacetotalpackage.com/archives/direct-response-marketing-and-
copywriting-questions-answered/[11/29/2012 7:30:20 PM]
Answers to Your Most Pressing Questions About Getting Bigger Winners More Often |
MakepeaceTotalPackage.com
How do I immerse myself in the science of direct response? Where do I find
courses? What books would you recommend? How do I find out about
seminars?”–S.S.
Congrats – expanding your skills is the quickest way to multiply your
income!
I'd suggest you jump on Amazon.com and buy …
1. Successful Direct Marketing Methods by Bob Stone
2. Complete Idiot's Guide to Direct Marketing by Bob Bly
I'd also suggest that you Google Jay Abraham, Marlon Sanders and
Dan Kennedy. They all have great books and courses on direct
marketing techniques.
Also, keep reading THE TOTAL PACKAGE.– CLAYTON
Clayton,
* * * * *
I'm enjoying the hell out of your e-mails … keep-em coming buddy!
I'd love to know how you transition smoothly into the close.
As a salesman I enjoyed a high closing rate (I assumed the close) and the
presentation was so heavy with benefits that the customer would just come
right out and say: “So how do we get started?” Or, “Do I write you a check
now or at delivery?”
Sometimes they'd even say, “You've got to go see my brother or sister” – or
who-ever. Hell – one time, a customer not only gave me 27 referrals … she
even made all the appointments for me!
I'd love to know how to transfer that into my copy.– P.B.
Sure, I can write about that – it's easy in my business.
I just spend the first half of the package selling a great free gift, then
say something like, "How to Get Your FREE Copy of XXX."
Then, I tell 'em it's free for anyone who accepts a risk-free trial of the
newsletter, or buys the book. Then, I sell the heck out of the main
product, justify my price, relieve their risk and ask for the order.
Or, if I lead with the product instead of the premium, I just insert a price
justification section.
They've seen all my benefits and are thinking, "Wow! This is great! I bet
it costs a fortune!" So I make the value of my product the superstar.
"Normally, you'd expect to pay a gazillion bucks for something this
cool. But I don't want you to pay that much. So for a limited time …"
yadayadayada.– CLAYTON
Clayton:
* * * * *
Do you feel that the same headline works as well in direct mail and on the
Internet?–S.M.
People are driven by the same fears and desires when standing at their
mailboxes as when sifting through their e-mail or browsing the Web.
However, the media are very different.
The negligible cost of posting an ad on the Internet or blasting an e-mail
promotion has attracted a lot of unsavory characters to the Web. Some
make all kinds of ridiculous and irresponsible claims. Others are
nothing more than rip-off artists.
As a result, I believe that prospects are far more skeptical of promises
made in on-line sales copy than they are of benefits promised in direct
mail, television, radio, or print. And so, I try to address this skepticism
very aggressively when writing for the ’net.
The Internet also gives you the opportunity to respond instantly to
current events – a huge advantage when writing for the financial
markets, for example.
Say Greenspan shocks investors by raising interest rates a half-point
(instead of a quarter). There’s no way I would go with a general benefit
oriented lead in an e-mail blast when I had that kind of fresh meat to
work with!
Conversely, in direct mail, you have a much larger area to work with. A
24-page special report or tabloid-sized self-mailer gives you a LOT
more real estate to present your headline and proof elements than you
get on a Web page or in the subject line of an e-mail blast.
So in most cases, my headlines and decks for direct mail are often
quite different from what I do on the Web.
And of course, direct mail pieces tend to be longer copy and have a
longer shelf life in your prospect’s home than Web-based campaigns
do, so response differentials driven by the added copy, credibility
elements and so on can be significant.
All said, I’ll consider the results of headline tests done on the Internet,
but I never assume that the results will be replicated in the mail – and
vice-versa. The only way to know for sure how one headline will work in
a given medium is to test it in that medium.
Hope this helps …– CLAYTON
Clayton:
* * * * *
I'm a novice copywriter (living in England). I have written some e-blasts for
Apple Computers Inc. and have compiled a spec direct mail sales letter and
some critiques of other weak sales letters (but not sent them to anyone).
I have two related questions for you.
(1) When you want to get a first assignment from a project manager/creative
director, do you have to make an appointment and see the project manager
in person, or can you conduct the transaction over the phone, in the mail or
by e-mail?
(2) What is the best way to approach a manager/creative director the first
time? By phone or with a letter (followed up by a phone call)?
Your newsletter is inspiring!– E.B.
Great to hear from you all the way from jolly old England!
Hope these answers will help …
1. 99% of the time, everything you need to do can be handled long
distance. No need to do the face-to-face thing. e-mail, phone, mail and
FedEx pretty much do it all.
Project managers don't care what you look like – only that you can write
kick-butt copy. However at some point in the relationship, it wouldn't
hurt to find an excuse to get eyeball to eyeball with them. Kind of helps
smooth out the work process over the long haul.
2. I'd start with an e-mail. Project managers spend too much time in
meetings, and you're likely to wind up as just another message in his
voice mail.
I'd fire off an e-mail introducing myself, and letting him/her know that
I’m sending some samples. And I’d say that if I don't hear from him first,
you'll give him a ring in a few days.
Then, I'd make sure my samples were on his desk the next day and cool
my heels for two to three days. If he doesn't call, I’d ring him up.
If the manager is out, I’d leave a message, then fire off an e-mail saying
I’d like to discuss my samples with him and ask when would be the best
time to call – try to set an appointment.
I hope this helps!– CLAYTON
Hi Clayton,
Thank you for a valuable n'letter.
* * * * *
One of the biggest limitations facing the promotion process of new products
(particularly in the sales letter) is a lack of testimonials. How do you
overcome this?– S.H.
I'd get a bunch of samples of the product and pass them out to
everyone I know, everyone my client knows and everyone his
employees know.
Send them to friends around the country (so your testimonial
attributions are well-distributed geographically). Ask them to read it,
use it – whatever – for a few weeks and then tell you what they think.
If you don't hear from them in a couple of weeks, call and get their
testimonial over the phone (be sure to document the time of the call and
date for substantiation). Or, write the testimonial yourself – accurately
reflecting their views, of course – and ask them to sign it.
Also: Ask for photos of the folks who are kind enough to help you, and
use them along with their testimonials in your promotion.
It takes a little time, but if you get the ball rolling at the beginning of the
writing process, you should have some great testimonials well before
the drop date.
Thanks for writing!– CLAYTON
Clayton:
* * * * *
I would like to know if you have any advice for young copywriters starting out.
I am just finishing the AWAI accelerated CW course by Mike Masterson.
I want to be a freelance copywriter and I really want to be in the top 1%.
I understand that copywriters get agents to assist them and others ghost
write for other master writers. Do you take on new young CW and assist
them?– S.S.
Regarding your questions …
1. John Finn is the dominant agent for copywriters in the information
industry. He's an old friend of mine (since 1974) and a great guy. His
Web address is http://www.johnfinn.com/. I'd suggest that you send him a
nice note with samples of things you've written, and see where it goes
from there.
2. At the moment, I have all the help I need, but as copywriting jobs
come available at my agency, ResponseInk, my Total Package readers
will be the first to know.
Good luck – can't wait to welcome you to the "A" list!– CLAYTON
Hi Clayton,
* * * * *
Your e-newsletter is marvelous and is a pleasure to read.
I read the issue How I Bagged $5 Million In Internet Sales In 5 Short Weeks
and am even more intrigued with the information now than I was before I
read it.
Is it possible to see/read (or receive) copies of the pieces you wrote for the
promotion … especially since it has already been completed?
As a beginning student of “the art of copywriting,” I would sincerely appreciate
the opportunity to study them.
Thank you very much in advance for your response.– B.S.L.
I tried to get samples of these promotions from my client when I was
writing the article – no luck.
My suggestion is that you subscribe to a couple of financial and health
newsletters. You'll be amazed at how many promotions you get to
study!
All these guys rent names from each other and mail their promotions to
each other's names. So by subscribing to just a few newsletters, you'll
be deluged with promotion packages – and I guarantee you, a bunch will
be mine.– CLAYTON
Dear Clayton …
* * * * *
I’m a blooming copywriter in need of some water and fertilizer.
I get the meat and potatoes of writing a good sales letter … but what about
the envelope or packaging of it?
What are some ways to put the "junk mail radar" out of commission long
enough to open?
Do I create a completely new teaser headline to include on the envelope?– D.
If you're looking for "fertilizer" you've definitely come to the right place!
The five most common strategies for getting envelopes opened are …
1. Offer something free inside.
2. Address a dominant emotion that the reader has about the subject at
hand – a fear that you assuage or a desire that you fulfill.
3. Directly address your product's most powerful unique benefit (your
U.S.P.).
4. Key in on a hot topic currently in the news and connect your lead
benefit with that.
5. Make the envelope look like something the prospect would open
normally: A bill, a letter from a friend, etc.
MakepeaceTotalPackage.com– CLAYTON
Hi Clayton,
* * * * *
As a full-time freelance copywriter over here in the UK, I have one question:
How can guys like us land the ‘big fee’ assignments? Are they only open to
US copywriters and, if so, how can we make ourselves known to US firms?– M.L.
C'mon over, Mark … the water's fine!
At least one of the top guys over here is a Brit – does quite well for
himself. His name is Richard Stanton-Jones.
If you can produce sales, nobody cares where you're from. Heck. My
clients would even hire a FRENCHMAN if they thought he could beat
their control.
No shame.
Anyways, welcome aboard – and if you ever decide to jump the pond
and check out the climate over here, let me know …– CLAYTON
* * * * *
I got a bunch of e-mails asking how long I think sales copy should be.
Here are two …
* * * * *
Dear Clayton:
Just subscribed to your Total Package material and it looks great!
Could you please possibly cover something on 'long copy versus short copy'
sometime in the future?
As you are aware this has always been a bone of contention in marketing
circles, and it would be great to have your thoughts on whether long/short
copy is best or whether it doesn't make any real difference.
Thanks.– M.C.
England
Wow. Third e-mail from England today. You guys must be busy over
there!
Short answer: LONG COPY!
I've never seen short copy win in a heads-up test.
In the early 80s, I tested an 8-page letter against a 16 pager. 16 pager
won.
So I tested the 16 pager against a 24 pager. 24 pager won.
So I tested the 24 pager against a 32 pager. 32 pager won.
I tried to test a 40 pager, but it wouldn't fit in the envelope!
Just this year, I've tested several #10 envelope packages with 8-page
sales letters against 8.5" X 11" self-mailers with 24 pages of text. The
long copy beat the short copy by 50% to 70% each time.
Now, granted – my only frame of reference is in my own business: The
marketing of books and newsletters on health, finance and investment,
as well as nutritional supplements. And with an average sale around
$150-$170, my clients have plenty of margin to work with.
The cost that goes along with longer copy plays a big role in this
debate. If your margin is smaller, you may have no choice but to go with
shorter copy. And if your market is best reached with print ads, TV or
radio, you're also limited.
My philosophy: Write until you run out of benefits. Then go back and
make your copy as tight as a drum. Then let the sales message TELL
YOU how long or short it wants to be!
So long as you're speaking to the prospect's self interest … so long as
you're deftly stroking his dominant emotions about the subject at
hand … and so long as the copy is clear, concise, even fun to read, he's
going to stay with you.
And of course, if he's sold before you finish, he knows where to find the
order form.– CLAYTON
Hi Clayton,
* * * * *
Do you normally believe in the long copy theory that longer copy brings in
more customers or the brief copy theory?
Are too many people learning copywriting these days?– J.W.
I'm a long-winded, long-copy guy. I write until I run out of benefits and
reasons why my prospect should buy.
Usually, for information products (books and newsletters on finance,
investment and health), that takes me 30 to 50 pages of single-spaced
12 pt. type. Then, for direct mail, I cut it down to fit a 24-page special
report or magalog, or if I'm lucky, a 24-page tabloid-sized piece.
For the 'net, I've never done a promotion longer than 12 pages – so far.
But you can bet your bottom dollar I'll be testing longer copy soon!
When the medium forces me to "write to fit" – print, TV and radio – I, of
course, comply. This often turns out to be more difficult for me than
writing longer copy. Choosing which benefits to keep and which to get
cut is not a Sophie's choice I'm comfortable with.
Can I imagine a situation in which short copy would work better?
Yeah. If your product meets a need no other product does … if the proof
is a dead cinch … then a few lines of text in a print ad, a 15-second spot
or on a postcard might do the trick.
In almost every project I've done, though, long copy wins every time.
Fact is, copy sells. And in my experience, long copy sells better.
The answer to your final question is an absolute, unequivocal "NO!"
There are NOT too many people learning to be copywriters today. Direct
response companies are starving for great sales copy. The demand is
huge and growing by the day. And the number of writers available to
meet that demand is tiny by comparison.
The American Writers and Artists Institute (AWAI) and others are doing
a great service to the economy, direct response business owners and,
of course, to young writers by bringing the next generation along.
I'm absolutely convinced that our best years ever are still ahead – and
will be for decades to come.
So start window shopping for the new Mercedes and the big Gulfstream
jet now … it won't be long!– CLAYTON
* * * * *
Dear Clayton,
I first would like to say how much I enjoyed your informative piece on "grab
your prospect by the eyeballs."
It has come to my partner and I at a very crucial time whilst we are about to
launch our services. In announcing our company’s offer, my partner and I
have a disagreement on our approach concerning headlines.
When promoting to people who don’t know you, would you grab them by the
short and curlies and "get their attention" by using a loud in-your-face
headline? Or would you do a softer, warmer initial approach introducing our
company and services – and then do a few follow-ups prior to hitting them in
between the eyes with what we are offering?
Hopefully you can be of help and lend us a bit of your wisdom.– A.P.
I can't tell you how many times I've had that debate. Fact is, softer and
warmer just doesn't cut it with me.
Today and every day, your prospect receives some 650 advertising
impressions. To get yours read, you need to lift it head and shoulders
above the others.
That means standing up and boldly addressing his/her fears and
desires – and how your product/service addresses those dominant
emotions. And it means doing this in a way that both seizes the
prospect's attention and then converts that attention to readership.
Nine times out of ten, the "softer, warm initial approach introducing our
company and services" with follow-ups is a waste of time and money.
Marketers who prefer the warm, soft approach tend to be folks who are
uncomfortable with selling and who rarely buy anything as the result of
a direct response promotion – if ever.
Tell your partner that being an enthusiastic, unapologetic advocate for
your company and product is professional – losing money on your
promotions is not.
Test if you must, but my suggestion is, let your partner pay for his test
and suffer the loss. You pay for yours – and keep the profits.
Good luck!– Clayton
* * * * *
Hi Clayton,
I've read all the greats like Gary Halbert and John Carlton and you are in a
class of your own.
Here's a simple question many starting copywriters must have that I've never
really seen any of these newsletters address …
How do you identify companies that would make ideal prospects for
copywriting?
Who are the big players hiring copywriters today and where do you find
them?
Thanks for the kind words!– A.K.
As far as the big players go, the biggest in my industry are still Phillips
Publishing, Agora, Boardroom and Rodale. But to get good writers, a lot
of the smaller fish are paying just as well.
Google the Direct Marketing Association, Denny Hatch’s Target
Marketing and others to see what directories of major mailers they have
available. If you’re interested in working for newsletter publishers, get a
copy of the Oxbridge Directory.
My suggestion is to go looking for companies that find customers
through direct mail and/or the Internet, call to ask who hires
copywriters, and introduce yourself.
You'll probably get a great reception. There are FAR more projects
looking for copywriters than vice-versa!–CLAYTON
* * * * *
I loved the contrast between the following two e-mails.
The first is from a skeptical guy in Chicago who’s never heard of me.
The second is from a fellow copywriter who has …
* * * * *
Clayton,
I never heard of you before but your story was spellbinding, informative and
inspirational.
I don't mean to look a gift horse in the mouth. No on second thought – that's
exactly what I mean to do.
Because I don't get it.
If you are focusing full-time on one client …
And you apparently have made so many millions from ongoing royalties that
you could be enjoying it like Scrooge McDuck riding his bulldozer in his
swimming pool full of money …
And all this was developed with quiet stealth and relatively undercover …
So why this coming out party?
Why take the time to sweat out 26 newsletters to us less fortunate creative
types?
Is this a philanthropic gesture to give something back to direct marketing
which has been so good to you?
Are you a compulsive performer who will miss the applause?
Is this your crack at immortality – to pass on your secrets so they don't get
buried with you?
Or are you secretly "trolling the waters" for your next project in case the
romance with your one client develops unforeseen complications?
Or something else I missed?
Forgive my impertinence but I would love to hear your answer. So would your
other readers.
Well, you caught me red-handed.
You’re right: This is anything BUT a philanthropic enterprise. My
motives are purely, unabashedly selfish.– J.F.
Mentoring the seven young writers I've worked with over the past few
years has been the most rewarding thing I've ever done.
When each of them hit the big time, I felt like a proud papa. When they
began having copy cubs of their own, I felt like I had grandkids.
Now, I get to do the same with HUNDREDS of young writers, marketing
folks and business owners – even BETTER!
And I get to have fun doing it. (Can you imagine a stodgy financial client
letting me mention The Redhead's cute CAN in his copy?!)
Finally, it makes me think about how I do what I do – and why. And that
makes me a better copywriter and marketing consultant.
As far as your other possible explanations are concerned, I figure
"direct marketing" will do just fine without me after I'm gone. Heck. It
probably won't even send flowers to the funeral.
And heaven knows, others are equally well qualified to share winning
direct response strategies. But why should they have all the fun?
As far as "ulterior" motives go, hey – if THE TOTAL PACKAGE puts me
into contact with a great young company that's ready for some
explosive growth, I'll chalk it up to good karma.
But that will have to wait. I have more than I can say grace over for at
least the next year or two!
If I was doing all this just for filthy lucre, I'd be an idiot. I get much
filthier (rich) from spending that time writing hot new controls.
Fair enough?
Great to have you on-board!– CLAYTON
Hi Clayton.
* * * * *
It’s an absolute honor to have been mentioned in your first issue.
Your work is legendary. I just scored a copy of one of your early, classic,
ground-breaking magalogs, and it still puts most of today’s efforts to shame.
It remains a killer template for how to do it right. And your depth of knowledge
in this biz is just stunning.
I can’t wait for your next issue. The “deep pocket” revelations you’re sitting on
are gonna change the landscape of the direct marketing world, and raise the
bar (again) for everyone.
With you, and Bencivenga, and others finally coming clean … it’s like we’re
all sharing some virtual online Algonquin Table of top ad writers.
There’s never been an opportunity like this before in the history of direct
response, and anyone who isn’t soaking it up is a fool.– John Carlton
Hi, John! Great to hear from you.
Yeah … I decided to take the plunge into teaching. Not sure I'm very
good at it yet, but I'm hoping I’ll improve with time.
Thanks for the testimonial. You can bet your bottom dollar we'll be
using it!
Cheers!– CLAYTON
Keep the questions coming!
* * * * *
I love hearing from you – answering your questions is a kick. Please send an
e-mail to feedback@makepeacetotalpackage.com and let me know what I
can do to be of greater help to you.
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE
Looking for past issues of The Total Package? Click here for our archives.

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