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Old March 24, 2021, 02:34 PM
GordonJ's Avatar
GordonJ GordonJ is offline
Join Date: Aug 2006
Location: West Palm Beach, FL
Posts: 2,852
Default My Clayton Makepeace tribute takeaways...four hours.

It lasted four hours. A webinar tribute to Clayton Makepeace, one of the greats in copywriting. Here is my takeaway.

First, I wouldn't cross the street if they paid me to listen to about half of those people who paid tribute. Big takeaway, no matter the genius level or how much money they have made, TALKERS bore the crap out of me. Me and The Hound (from Game of Thrones, although they made him thirsty and hungry too).

Some of those guys just love to hear themselves talk. A couple that actually gave useful info were Bob and Gary.

Those two stood out. Bob Bly, who paid a nice tribute, and Gary Bencivenga who probably gave the most useful info. Gary gave a list of ten MAXIMS. His point was that we all have dozens of books, boatloads of information, most of which goes unused...when writing. But a short list of MAXIMS serve as reminders when you are writing copy.

One of his is, A gifted product is worth more than a golden pen.

And as I have said many times over the years, if you choose a product which NEEDS long sales letters, make sure there is profit there, or if in a hurry, choose a better product.

It was interesting to see that side of Copywriting and that type of community, but if you get the chance, skip through most of it to spear out the good stuff.

As for MAXIMS, it is the reason I created my GJA POCKET PRO series, and once we figured out how to set the page up for auto duplex, it works just fine. These little 16 page booklets, made from a single sheet of paper, serve as a great little storage area for MAXIMS at your fingertips. The one on direct persuasion gets used daily, and if the reminder doesn't trigger an idea, I can then go to the source, and hit the bookshelves.

Clayton Makepeace was a great copywriter and by all accounts a good person to have on your side. We need more like him today, because I see a boring future ahead, and if there is one sin in all of copywriting, it is to BORE the reader, eh?

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