I just finished reading this free report from the Clayton Makepeace camp, and it’s really solid. In fact, I’m a little miffed I didn’t write it.
Of course, Clayton has over 20 years of experience on me, and it shows in the report. Clayton and his right-hand man Tony Flores understand the fundamentals of copywriting better than just about anyone, so I happily defer.
But I’m still amazed at how the report goes into detail about what I’ve been preaching for over two years.
What got me was the theme of the report—that copywriting is the foundational element of all online marketing. I made that exact point towards the end of my post yesterday, and that’s the exact reason why I started Copyblogger.
In other words, the foundation of every online marketing system, model, formula, etc. is copywriting. As Seth Godin said today, people want the cure, but without the foundational skills that power the strategies and tactics, you’re only making some Internet marketing guru who DOES understand the power of copywriting that much richer.
The report then goes in to detail to support this assertion, showing how online marketing models are powered by copywriting at every step. More importantly, the success of any online marketing model depends on conversion, which is fueled by great copy.
You’ll also get a case study on how Clayton made $22.3 million for a client in just six short weeks (and how poor Clayton only got to keep 10% of that—over $2 million bucks—as his fee).
A lot of “free reports” lately have been short on substance and high on oversized red headlines and silly yellow highlighter. Sure, Tony talks about Clayton’s impressive accomplishments a bit, but otherwise, this is all meat and no cheese.
Grab your copy of the report here. There’s a bunch of valuable and free follow-up content on the way, too.
And of course, you’re not stupid—there’s another point to the report. Clayton will be releasing the Ultimate Desktop Copy Coach, the comprehensive A-to-Z copywriting course he’s been promising forever, but never had time to pull together.
I think Tony Flores was the catalyst for getting this done by collecting 30 years of Clayton’s expertise into one volume. I’m going to see if I can do a review for you before it’s released, but the free report is an excellent place to start.
About the Author: Brian Clark is the founding editor of Copyblogger, and co-founder of Teaching Sells and Lateral Action.
Reader Comments (15)
That’s what I was missing, a PDF report, so bored by everyone’s videos. Thanks for sharing, I start reading immediately.
What? A copywriter’s released a free report as a prelude to a copywriting course?!
Seriously, I can’t be the only who sees the abundant irony in the copywriting game. I’m not sure whether it’s brilliant or despicable that it continues to work.
That’s quite an endorsement. What was it Mohammed Ali said ? “It’s not bragging if you can back it up.”
I can’t wait to read it. Thanks for the heads up.
Hmmm…I didn’t get a free copy of any report. I followed the links and I seem to have signed up for an email list that simply promises continued communication….am I missing something?
Susan, check your email. The first line of the welcome email contains a link to the report.
Hi Brian,
I have the same problem – it only comes with a confirmation link in that email – there is nothing to download on the confirmation thank you page either. He may want to check his code.
I’m having the same problem as Susan. I did check the e-mail, of course, and the first line (with a link, anyway) just redirects me to the e-mail confirmation page.
Hmm… I received the report email first, and the confirmation second.
Check your spam folder, and I’ll see if I can get a hold of someone over there.
I just signed up with another email address, and got the report email and confirmation concurrently. Everything seems to be working fine as far as I can tell.
If you don’t see the report email in your spam folder, or if it doesn’t show up soon, contact me and I’ll send you my copy.
The link in the email sends you to the page where you can download the report. It’s just that the report is pretty big so it seems to take a minute or two to download after you click on it.
But there’s also a low-resoluton version linked to as well.
Ditto. Mine worked fine. Just took a little while to download.
The first link came right away with a confirmation link; not in the spam folder.
I went thru my spam folder and the email to download the report was there.
** Check your spam folder for the email to download the report.
I have no troubles at all in finding the link and getting the report. It’s a Tony Flores’ 26-page report. Sweet candy though.
Cheers Brian! Just wanted to say something went “click” for me around the whole “teaching sells” concept just recently. I’m going to digest this report and I think when my current burst of good ideas runs out I’m going to look at picking up “teaching sells”.
I do not totally agree with the report. Of course copywriting is very important. But a persuasive website architecture and the optimal usability will increase the conversions. He forgets that the most visitors does not read but scan the pages for what is relevant and to satisfy their needs. Then you can be a hell of a good copywriter which also increase the conversions, but after all you can count on it that more than 90% will not read everything you have written.
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