Fellow Marketer and Business Builder,

The report youre about to read details how one man who didnt 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 wariness especially with so many false promises being made
online these days.
But this is about as solid as it gets. As youll 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 its SEO next its PPC then Social
Media and the list goes on.
Youd like to believe them. We all would! But despite what they
promise, nothing any of these experts offers is the ultimate
magic bullet thats going to make you rich. Theyve been
wrong. Repeatedly. And each time its cost you a bundle.
I know because Ive been there. You cant help but feel like
You SHOULD be making more money if only you had
more traffic coming to your website, and more customers
buying your products
Even when youre doing well, youre working WAY TOO
HARD relative to the amount of money youre making
Your conversion should be better and your list should
be bigger but much of what youve tried hasnt helped
all that much

I DEVOUR

Ive been w

But I still try

riting copy

G HE WRIT

for almost 30

ES.

years.

to learn as
much abou
t it as I can.
And one of
the people
Ive learned
from is Tony
the most
Flores.
He has an
amazing ab
ility to
what makes
copy work on understand
level -- from
a macro an
d micro
the broad co
ncepts and
right down
ideas
to the syntax
-- and then
that eye-op
convey
ening unde
rstanding cl
interestingl
early and
y.
I devour ev
erything he
writes. If yo
about great
u care
copy, you sh
ould, too.
David Deuts
ch,
A-List Copyw
riter for Boa
rdroom and
large maile
rs
other
www.copyq
uickstart.com
/deutsch

When you do get new customers, they dont buy again

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

EVERYTHIN


Youve tried all the various Internet marketing solutions some worked, some didnt but none
as well as youd 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
correct this bigger problem (which isnt that hard to do) then
you can dramatically turn things around.
Not necessarily overnight. But faster than by using anything
else youve tried.
In other words, you can rapidly multiply the amount of money
your business brings in (and how much money you can take
away from it) the amount of time you can take away and
the overall quality of life you can create.
No, this is not a magic bullet.
Nor does it negate anything else youre doing.
In fact, it makes EVERYTHING else you do work better from
SEO Traffic Strategies to Product Launches to anything
else. By using this secret, youll get significantly better results
from any other marketing technique or strategy you ever use.

When I re
ad my cop
y and say
sounds lik
this
e somethin
g Clayton
write I k
would
now I have
a winner!
Clayton M
akepeace is
my copy h
Ive seen h
ero.
is copy trip
le
and even q
druple res
uaponse. I ha
d the privil
being his c
ege of
opy cub an
d he encou
me to give
raged
freelancing
a shot. So
I sit by my
w
hen
pool or tre
at my famil
luxurious v
y to
acations
and great g
ifts, I hone
stly say in
heart, Tha
my
nks Clayto
n!
CARLIN

E ANGLAD

E-COLE

So why havent you heard of it? And even if you have, why
havent you placed it highly enough on your list of marketing considerations given that it can make
such a dramatic difference in your bottom line?

Youre Now Holding the

Answers in Your Hand
COPYWRITING

BREAKTHROUGH

a try that
cided to give you
It wasnt until I de
writer. I
py
co
a
kthrough as
I had my first brea
s in my
ok
bo
g
itin
wr
py
co
ent
one
own over 15 differ
t
firs
the
s
material wa
library, but Tonys
walk me
d
an
nd
ha
the
by
to literally take me
like write
way to do things
through the best
headlines,
g
bin
ab
gr
ctpe
pros
kick-ass bullets,
and more.

ess
more repeat busin
I started getting
sier as a
bu
en
be
r
ve
ne
ve
from clients. I ha
some of the
w being hired by
copywriter and no
rus.
gu
ernet marketing
bigger named int
Michael H.,
iter
Freelance Copywr
OW!

WOW! WOW! W

In the report youre now reading, I reveal why you probably

havent taken full advantage of this money-making secret the
powerful transformation that happens to your business, profits
and income when you do and the easy steps you can take to
get where you want to be.
Specifically, I show you
What the REAL lifeblood of your marketing and growth is
and how to take full advantage of it
Why once you have this secret well established in your
business you can run simple email campaigns that
easily have 7-figure (sometimes 8-figure) potential
The dangerous traffic myth why endlessly chasing
for more traffic can sometimes destroy your business
(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
Theres so much more I could say right now, but you simply
need to read the pages that follow. Please this report may
well prove to be the most profitable thing you read all year.
Read it carefully and completely!
Sincerely,

I conside
r Clayton M
akepeace
one of the
modern m
asters of
direct mark
eting.
Every tim
e I talk to h
im, its
like gold
I learn so m
uch
thats help
ed me bec
o
m
e a top
copywriter.
Hes so go
od he could
sell ice to
an Eskimo
!
Kent Ko

mae

Tony Flores
P.S. Weigh in on the report, go to
http://www.makepeacetotalpackage.com/copywriting-coach/
and join the conversation!

Continue to the NEXT PAGE to discover the simple secret behind the $22.3 million
e-mail campaign

The Great Copywriting Conspiracy

ll over the Internet, marketers and business owners are pouring sacks of money
down the drain

Because theyre all way too busy chasing the next big thing to do the ONE
SIMPLE THING thats 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 websites 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 DONT?
I wish I could tell you that everything youll discover in this report is a totally new breakthrough
but its 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.
Thats no exaggeration, I promise.
Even if youre currently using this profit accelerator, I guarantee youre only getting a very small
fraction of the results it can offer you.
So thats 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 youre not actually that far from the response, income and lifestyle youve always
dreamed of!

I Know That Might Sound Like a

Bunch of Shameless Advertising Hype
But theres a mountain of proof behind what Im 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.

www.makepeacetotalpackage.com/copywriting-coach/


Yet Ive 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 clients business did nearly $60 million with a
subscriber list thats 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 $22 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 hes the one AWAI and best-selling author Bob Bly call the
worlds highest-paid copywriter. But even more importantly, hes 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, hes using these strategies to multiply revenues and profits for one of the
Internets 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 clients explosive growth is happening right now ON THE
INTERNET even though hes 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

The Great Copywriting Conspiracy


Can you guess which one worked better?
Ill 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.

www.makepeacetotalpackage.com/copywriting-coach/


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 its Product Launches then its 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, theyre just marketing techniques theyre NOT the real
lifeblood of your business.
Thats 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 thats 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.
Its something thats often overlooked by Internet marketers but when you study the TOP
INTERNET MARKETERS who all make many millions a year youll 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?
Its Copywriting, of course!
THAT is what made version A (on page 6) so much more profitable and its 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.
The Great Copywriting Conspiracy


But the extreme danger in this kind of thinking is
that almost EVERYTHING a small business does to
grow involves copy. From your initial banner ads and
PPC campaigns to your homepage copy your
squeeze pages your e-mails your free content
your videos your thank you pages and order
pages your blog posts and so much more.

Why Copywriting is the Language

of Marketing
Homepage
Squeeze Page

Get the picture?

Videos

The verbal message you present at EVERY STAGE

of your marketing determines

Free Content
E-mails

The unique position and point of view you

establish in your market

Sales Letters

How your prospect sees and judges you relative

to the competition

Autoresponders
New Product Launches

The amount of value your prospect mentally

assigns to your products

Marketing Campaigns

How much trust you earn with every person who

visits your site

Upsells

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
And way more than I can possibly list here!
But if you fail to carefully work through your
communication at every stage if you cant explain
how you differ from your competitors if you dont
convey all the benefits you bring to your prospect
or the proof you have your personality and
more
Then you put a very low ceiling on your growth,
your success, and bottom line income!

Now You Know the Secret to the $22.3

Million Dollar Internet Campaign!
Remember that Great Dollar Panic screenshot I
showed you on page 7?
Well, the secret to that page and to the overall
campaign was the quality of the copy. You see,
the strategy was simple. You can see a little flow
chart that shows you the overall sequence of
communications right here.

$22 Million in 6 Weeks

E-mail Invitations
to Free Event

Mentions of Free Event

in daily e-Zine

Registrants

Non-Registrants

Attending
Reminders

More E-mail
Invites

Keys to its Success

Live Video Event
on the Internet

Salesletter

E-mailed to List,
without Event Discount

1. Topic has tremendous value for

prospects
2. Topic is time-sensitive
3. Tone is intimiate, prospectfocused
4. Prospects actionable dominant
emotions about topic are
activated
5. Video, charts, graphs, tables
dimensionalize danger or
opportunity
6. Five-to-one ratio of value-added
content to offer
7. Event Discount offered today
only, to attendees only
8. Attendees given link to landing
page describing product

Finish Up Campaign
and Close Doors

www.makepeacetotalpackage.com/copywriting-coach/

10

Basic Internet Marketing Model

Banner Ads

PPC

Organic Search

Articles

Affiliates

All Other Traffic

Squeeze Page

Sales Letter for e-book

E-mail Sequences

ls
sel
Up

lls

se

Up

Purchase Backend
Product

E-mail Selling Additional

Backend Products
The
Cycle Repeats
Itself!

Customer Buys Even

More Expensive
Backend Products

The customer continues to get e-mails

related to products he hasnt purchased yet.
These e-mails drive him to sales letters for those products.
The Great Copywriting Conspiracy

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 youre 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 doesnt 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. Whats more, its 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 year
www.makepeacetotalpackage.com/copywriting-coach/

12
using a VERY simple Internet marketing model, just like the one you see on page 10.
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.
Ill talk more about this model in a second, but its important to realize that my friends 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 theyve been adding millions to their annual sales each
and every year like clockwork.
Its 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 youre a full-time, professional copywriter or not you still must know
how to effectively communicate and persuade.
Its THE PREMIER MONEY-MAKING SKILL for anyone who depends on direct response marketing
for their growth and personal income.
Fact #1: Direct response marketing
involves asking a prospect to take a
And if you look around at some of the most successful
specific, measurable action often
direct response marketers and entrepreneurs over the
to purchase a product sight
years, many of them got started and got RICH by
unseen.
focusing on the copywriting process
Jay Abraham, the $8 billion marketing genius used
to write copy for his clients whenever he consulted
with them
Dan Kennedy, the internationally renowned
Renegade Millionaire first learned to write copy
from the legendary Gary Halbert
Bill Bonner, the founder of the $300 million-dollar-ayear Agora Publishing empire is considered to be
one of the greatest copywriters alive
Michael Masterson, the best-selling author whos
personally built up multiple 9-figure businesses, got
his start as a copywriter (during this early period his
income went from $70,000 to $300,000 to over
a million dollars a year in just three years)
Joe Sugarman the man whos created hundreds of
millions of dollars in passive income for himself with his
The Great Copywriting Conspiracy

Fact #2: That means that ANYONE

who sells anything online is using
direct response marketing. (Even if
they dont know it.)
Fact #3: Direct response marketing
is ALWAYS copy-driven. Its your
words that guide and motivate your
prospect to take action.
Fact #4: If youre involved in selling
any kind of product or service
online YOUR SALES AND
SUCCESS IS COPY-DRIVEN.

Have you done

EVERYTHING POSSIBLE to
maximize the performance
of your sales copy?

13
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 Victorias Secret first ignited that business after attending a copywriting
workshop! (One that was put on by Joe Sugarman.) Heres a quote
from Joe in his great book, Advertising Secrets of the Written Word:
Two advertising people from Victorias 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 Victorias
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 dont.
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 youre bringing to your
prospect and it should be furthering the bond and trust youve developed with him.
Again, the words you deliver your copy is the primary way you do that.

Dont Worry,
You Do NOT Have to Become
the Next Shakespeare or Hemingway
But Im 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.
After all, typical writing IS hard. Thats why we procrastinated like crazy on our high school and
college writing assignments.
The difference here is that copywriting really isnt writing. Not in the traditional sense.
Its just simple communication, done in the most persuasive possible way.
And it doesnt take a Masters Degree or a Ph.D. in English to do that. In fact, good writers often
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
www.makepeacetotalpackage.com/copywriting-coach/

14
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 thats 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 thats sold over a billion dollars worth of products
and services, and hes 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 its 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 whats
been proven to work time and time again.
Whether its your products 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, its not really writing. Certainly not creative writing!
So I hope thats clear. Dont worry about having to become a writer and dont worry about whether
or not you suck at it.
Just build your proficiency and understanding of this one simple skill and youll 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 theyll be rich.
And not surprisingly, thats 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.
More traffic! they yell.
But the problem is, you dont always need more traffic to make more money.
The Great Copywriting Conspiracy

15
You see, its possible for you to grow significantly richer without a single ounce of additional traffic.
As proof, take a look at Figure 1:
SALES/CONVERSIONS

Your sales and profits

LEADS

These are the people

who see your ads
or visit your website.

This is the number

of people who actually
buy. These individuals
are now considered
customers.

Lets 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, lets also say that youre 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 youre 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
often do it haphazardly.
www.makepeacetotalpackage.com/copywriting-coach/

16
SALES/CONVERSIONS

BUY MORE OFTEN

INCREASE SIZE OF SALE

Is your marketing
encouraging your
customers to buy
more often?

Are you getting your

customers to spend
progressively MORE
money with you?

Your sales and profits

LEADS

These are the people

who see you ads
or visit you website.

This is the number

of people who actually
buy. These individuals
are now considered
customers.

For most marketers and

businesses, the answer is

NO!
But with quality copy in place, you can systematically persuade them to buy more stuff from you
more often. For example, lets say that of those same customers youre able to sell half of them
another product this time for $100.
If 50% buy at least one of your $100 products, thats 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 Youve just doubled your income!

And Were Just Getting Warmed Up

At this point, theres still a problem: $100 for a product really isnt that much more expensive than
$50. But what if you create a highly in-depth course based on whatever your $50 product teaches?
Lets imagine that you charge $500 for this new product.
And lets also say that you get 10% of your initial customers to buy it (10% of 400 = 40). So thats
40 sales at $500 each, which equals $20,000. Thats another $20,000 that comes in each month.
You can see another stick man illustration in Figure 4 (next page):
At this point, youve 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.

The Great Copywriting Conspiracy

17
BUY MORE OFTEN
Your sales and profits

SALES/CONVERSIONS
Your sales and profits

LEADS

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?

INCREASE SIZE OF SALE

Your sales and profits

BUY MORE OFTEN

Your sales and profits

SALES/CONVERSIONS

Your sales and profits

LEADS

Now look at what

happens when you
get each customer to
spend MORE with
you on each purchase.
Can you guess what drives
this explosion in growth?

www.makepeacetotalpackage.com/copywriting-coach/

18

Now Look At the Explosion that Occurs

When You Convert Better
The crazy thing is, we still havent even tweaked the initial pieces in the conversion process. Lets
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? (Ive seen this happen a variety of times, when a skilled copywriter
reworks mediocre copy.)
Look at Figure 5:
LEADS

SALES/CONVERSIONS

BUY MORE OFTEN

Now, lets say that

you double conversion.

Q: WHAT IS THE SINGLE MOST IMPORTANT

FACTOR IN CONVERSION? WHAT DETERMINES
HOW OFTEN A CUSTOMER BUYS AND HOW MUCH A
CUSTOMER SPENDS WITH YOU?

INCREASE SIZE OF SALE

Look at what happens

to your sales, profits
and income WHEN
youre also persuading your
customers to make bigger
puchases more often.

A: YOUR SALES COPY!

That literally doubles all your sales numbers across the board which means youre 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!
Thats 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. Were assuming a fairly high conversion rate
The Great Copywriting Conspiracy

19
2. Were assuming response rates on backend promotions (promotions for the $100 and $500
products) will stay constant throughout
I cant 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:

Yes, even withour ANY

additional leads/traffic/visitors,
you couls be making a LOT
more money.

INCREASE SIZE OF SALE

Your sales and profits

BUY MORE OFTEN

Your sales and profits

SALES/CONVERSIONS

Your sales and profits

LEADS

Look at what happens

to your sales, profits
and income WHEN
youre also persuading your
customers to make bigger
puchases more often.

With This Kind of Powerful Process in Place

More Traffic Now Means MUCH MORE MONEY!
Lets assume that you own/market the business weve been discussing.
Youve 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 500%.
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.
www.makepeacetotalpackage.com/copywriting-coach/

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.
LEADS

SALES/CONVERSIONS

BUY MORE OFTEN

INCREASE SIZE OF SALE

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
The Great Copywriting Conspiracy

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, its 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, theyll 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 Dont Make the Mistake of
Chasing Traffic Without Good Copy In Place
By now, I hope youre beginning to see the truth in what Im saying.
Whether youre 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, youre 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 its 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.
Its so simple to understand but theres a trick to making it work

Product Laddering + Good Copy =

PROFIT LADDERING
If this formula makes any sense to you at first glance, youre probably already rich.
Seriously.
In fact, I have a friend with a high profile business (thats why I cant name names) who just so
happens to utilize this Profit Laddering formula perfectly.
First, I want you to look back to the image on page 10. It shows how prospects come to my friends
business and then the basic sequence of communication that happens once they opt in to the list.
www.makepeacetotalpackage.com/copywriting-coach/

22
Whats interesting is that this model is fairly straightforward. Its 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?

Its 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, hes 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 prospects needs.
Lets 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 prospects journey up the Product Ladder, the bond, trust and sense of
value is strengthened so he becomes psychologically ready to make larger purchases.
So now you understand what a Product Ladder is.

Heres Why a Product Ladder (When

Combined with Good Copy)
MEANS MUCH MORE PROFITS
Every time someone buys something from you, he
becomes more qualified to buy something else from
you. (Provided youre honest and are selling quality
products.)
Which also means that as long as youre fulfilling
your prospects needs and desires with your
products hes going to naturally want to buy more
and more from you.
And all it takes is a series of more advanced, higher
priced products along with solid copy to move
him up the ladder.
Look at the diagram to the right and you can see
what happens when you use copy to move your
The Great Copywriting Conspiracy

Example of a Good
Product Ladder

23
prospects up the ladder.
The Product Ladder for a
Typical Financial Publisher
might look like this:
Complete Lifetime Service

$10,000

Small Caps Service

$5,000

Product Ladder

Options Trading Service

$2,500

Elite Trading Service

$1,500

Trading Service

$995

Weekly Newsletter
Advanced Newsletter
Newsletter
Newsletter

$99
$39

$295
$189

The average value of each customer increases and

your business explodes.
And really, theres no limit to how high you can go. For
example, at our agency, Response Ink, we deal a lot in
the financial market.
Whats amazing is that some of the financial services
our clients offer can go as high as $25,000!
If you look to the left, you will see what a Product
Ladder might look like for a financial publisher.
This is how along with the power of Claytons copy
one of his clients went from $25 million a year to over
$60 million in just a single year.
Developing a product ladder isnt all that hard. If youre
in sync with your market and your customers, its
fairly easy to develop 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
dont 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 thats 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 doesnt 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
www.makepeacetotalpackage.com/copywriting-coach/

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, youre a smart person. So youve probably guessed that there would be a new product
mentioned at some point in this report.
And youre absolutely right Im not going to hide the fact that were eventually going to invite you to
buy our new copywriting course.
Were calling it The Ultimate Desktop Copy Coach, because its 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 youve 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.
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, its being made available to you in the clearest, most easy-to-use
possible format The Ultimate Desktop Copy Coach.
This is Claytons complete A Z system for writing winning promotions. It starts at the very beginning
of the writing process with research and getting to know your prospect wraps up with your closing
copy and guarantee and covers everything else in between.
Its the process Clayton used over the years to create outrageous personal income and a lifestyle
to die for its the process he taught to at least seven high-profile copywriters (like Parris
Lampropoulos, Kent Komae, Carline Anglade-Cole, Bob Hutchinson and others) whove gone on to
make millions in the business
AND its the process hes used to help a variety of companies add tens of millions sometimes
The Great Copywriting Conspiracy

25
hundreds of millions to their bottom line!
This system has been battle-hardened in some of the fiercest, most competitive markets in the world
FOR DECADES.
And its still working like gangbusters both on the Internet and in the mail - right now.

Check It Out For Yourself

Whether youre
An entrepreneur or business owner looking for the magic ingredient to explode your sales and
profits
A copywriter determined to hit grand-slam home-runs that will rocket your income to hundreds of
thousands or even millions of dollars per year, or
A marketing pro who knows that helping your writers ramp up the selling power of their copy is
the quickest way for you to get the promotion, the money and the industry-wide respect
The Ultimate Desktop Copy Coach is the quickest, easiest way to begin multiplying the selling
power of every promotion you create.
With the full year, 100% money-back guarantee, theres just no way you can lose. So check out The
Ultimate Desktop Copy Coach today.
Until next time,

Tony Flores
P.S. Again, please give everything Ive 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.

If the link above doesnt work, copy and paste this URL into your browser:
http://www.makepeacetotalpackage.com/online-store/the-ultimate-desktop-copy-coach/
www.makepeacetotalpackage.com/copywriting-coach/

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, hes 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 Americas 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 Claytons 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, hes 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 whove said used the information Tony has created just like youll read in this
report to dramatically boost their income and quality of life.
The Great Copywriting Conspiracy
Copyright 2008 by The Profit Center LLC
P.O. Box 750
Waynesville, NC 28786
1-800-827-0940 (U.S.)
1-828-456-9277 (Intl)
To claim a FREE subscription to The Profit Centers weekly E-newsletter,
THE TOTAL PACKAGETM, point your browser to:
www.MakepeaceTotalPackage.Com
The Great Copywriting Conspiracy