Jun
27

“Legendary” Clayton Makepeace Finally Confesses: I Bribed My Way To The Top

Filed Under CopyWriting 

Clayton Makepeace is celebrating (and he’s excusing himself for the champagne, confetti, and funny hats).

He just beat a control that made the advertiser a 52.9% ROI with one that he wrote and boosted the ROI up to 169%.

(Not bad, eh?)

Now, he changed that copy a bit and (again) boosted it from 169% ROI to 227%!

(I wouldn’t mind wearing a funny hat neither).

But you know how he did it?

With a bribe.

Yep.

You see, big business isn’t as "clean" as those "make money from home" gurus want you to believe.

There’s all kinds of stuff going on in those big-bang meeting rooms.

You think only African policemen take bribes?

Nope.

It’s also the people in those thousand dollar shoes, with the $700 briefcase.

And even those nice apple-pie moms who hand their kids a lunchbox with a warm, loving smile.

What’s the bribe Clayton Makepeace used?

He told them: if you read this ad, you’re gonna get something that is of a lot of value to you!

(Of course, he worded it much more elegantly and specific than that).

Just like telling a policeman: if you forget about that stop sign, I’m going to forget that I had this envelope with 30,000 guine francs underneath my drivers license.

But there’s an art to bribing.

If you bribe the wrong way it can send you straight to jail (or into bancruptcy).

First: when to bribe?

Bribe while you can! If you bribe in an ad, the only change you get to bribe your reader is usually in your headline.

(Btw. the only difference between the copy that broughtin 169% ROI to the one that brought in 227% ROI was… the headline!)

And there are three very powerful techniques (in fact, according to Makepeace this are THE most powerful headline writing techniques of all):

  1. Pure Benefit Headlines
  2. Pure Emotion Headlines
  3. Combined Benefit/Emotion Headlines

Now those 10 words are not gonna make you rich. And they won’t even mean that much to you unless you read Clayton’s post .

What’s better yet – he now only explains what each headline is… but he even gives you (totally free) four (remarkable) ways to supercharge any headline.

Frankly – I love this post. You should read it. I like it so much – I printed it out so I will read it again and again. I think you can learn a lot from that.

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