Ep 106: Clayton Makepeace – Selling on Emotion ($1.5 Billion Worth!)
In This Episode
Clayton Makepeace is the mind behind ads that sold a Billion and a half dollars worth of products in the health and financial markets.
There aren’t many copywriters alive who can bring a whopping four decades of in-the-trenches experience to the table. So naturally, Makepeace is also one of the most sought after copywriting teachers.
As Clayton explains in the interview, the key to compelling copy is mastering the art of selling emotional gratification…
… many Copywriters fail to do that by failing to ask themselves two critical questions about the market BEFORE writing.
Clayton credits his legendary copywriting to embracing the idea of “Neophilia“… explaining, “copywriters must make surprising products feel familiar, and familiar products feel surprising.”
Listen to find out where Clayton got his confidence as a kid, and the path that led him to become a direct response copywriting legend.
5 “Can’t Miss” Moments:
- The copy gig so big Clayton picked up and moved his family to frigid Minnesota. (You’ll want to hear the negotiation tactic behind this one)
- What Clayton can spot immediately in a rookie copywriter that tells him they’ve got the goods. (If you’ve got this, he might even agree to mentor you!)
- A common crime rookie copywriters commit guaranteed to make your readers restless. (Clayton’s warning will ensure you’re never guilty of this sales-blowing mistake again)
- The single biggest thing Clayton Makepeace focuses on BEFORE he sits down to write. (It’s his secret ritual for tapping into the elusive flow zone all writers seek)
- The hilarious reason Clayton turned down a chance to work with Eugene Schwartz. (You’ll laugh and cringe equally hard at this!)
What’s the one thing Clayton’s done that’s produced the most surprising result?
Clayton sold-out 2000 platinum coin proof sets ($2500 each) in ONE weekend…
… And he did it in a way that almost gave his client’s CFO a heart-attack!
Check out how he sold-out all 2000 sets in two days and the reason he’s regarded a legend in the business at 37:40.
Resources mentioned in the show:
Show notes written by Max Hamm. You can reach Max at maxhammcopy.com.
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Been hanging out for this one for a long while. Thanks guys, fantastic interview.
Thanks, Dan. Me, too!
So Valuable. I can only thank you Kevin for sharing this.
Also, I wanted to let you know that the quality of your questions
really make all the difference- you really think “like us” to ensure that
this opportunity will not be wasted on fluff but that only the true secrets
are brought out in the open with little room for escape- keep drillin!
Excellent Jon. Drill we shall.
Kevin, fantastic interview with Clayton. I’ve heard Clayton interviewed many times, and I’ve even interviewed him myself. But, you have this amazing ability to ask the right questions… the most interesting questions… questions no body else would ask. And you get the best most captivating answers. Thank you!
Wow, thanks Marcella. Such a privilege.
I love hearing those little insights into how Clayton approaches a promotion. I’m always blown away when he starts digging into the mindset and emotions of his audience. Great interview Kevin.
Glad you enjoyed it, Hans.
Awesome Episode, Clayton is a living Copywriting God, I mean £1.5 Billion worth of goods sold?
…The mind boggles.
Does anyone have more information on this Richard Biggery guy he is referring too? The one who he said pretty much invented political fundraising. I’ve done a search on him but I dont think I’m spelling his name right.
He must be another genius if Clayton said he learned from him.
Keep up the incredible work Kevin and Copy Chief! Your podcasts are dripping with awesomeness.
Thanks Puvan. Here’s more on Richard Viguerie: https://en.wikipedia.org/wiki/Richard_Viguerie
Cheers Kevin!
Great and inspiring interview which shows me that I´m on the right track. Even though I write for the German speaking market, the key points are quite much the same.