Copywriter :: Peter Stone

"New Copywriting Video -- Put On Your Bowler Hat and Follow Me To The U.K..."

For those who celebrate the occasion, happy Thanksgiving. For those who don't ... happy Thursday. (-:

This copywriting video critique takes us to the U.K. coast. The owner of the subject site acts similarly to a broker ... as a go-between ... for upscale homeowners who wish to rent their homes out on a short-term basis and to those who wish to rent homes for a holiday.

I used the method of transition which appears in the Amex letter to pull the site together into a simpler format.

The properties are beautiful, but the site owner's conversion rates are not. Let's see if we can change that for him -- be sure to leave any comments and point out what I missed.

Too, send along a link to whatever you want commented -- a letter, a website, or identify one of the classics to me and we'll take it from there.

Thank you, thank you, thank you.

--Peter

"Copywriters: Inside the Selling Mechanism of the Amex Letter..."

Quite frankly, this video session is not for everyone. And not everyone will benefit from watching it.

If meretricious copy offends you...if you think it can't sell in an upscale market...this video probably won't be your cup of tea. Out of respect for your sensibilities, this is an invitation to return another day.

For the rest of you who want my take on the business end of this selling machine that mailed to over 280 million addresses and generated over a billion dollars, here you go.

--Peter
PS. Finalizing the new agreement tomorrow...

"A Couple of Offers I Thought You'd Want to Know About..."

I don't know if you're on Clayton Makepeace's mailing list or not. If not, I recommend Clayton's products on a regular basis, to the right people. "Yes," I say to those who ask. "Do it! Without reservation...do it!"

Well...truth be told, I do hold a secret qualm about his materials.

You see...Clayton...in my opinion, is almost too real - too potent -- for the average wanna-be. Consequently, I only recommend his materials to the most serious among us. Those I see with exceptional potential who just need an extra...something.

You've seen for yourself, in my recent videos, there's more to writing than what meets the eye. What's behind the curtain...the codes...are almost too much to comprehend for the average writer going it alone, reading and, for the ambitious, hand copying the classics.

Fortunately, Clayton is offering to sell his entire copywriting process on DVD -- the same process he uses to make millions per year -- for much less than it's worth. Not that you can put a dollar value on financial autonomy.

I mean, what would you pay to be able to close your document, walk across the street and go fishing, as I do...whenever you want to? And what's it worth to be able to work anywhere you want, for whom you want, at fees usually associated with celebrities and reported in the National Enquirer?

And, here in Minnesota, while others complain about winter's unkind cold; "My hands...My feet...," I'll be saying, "MIAMI!"

One of my clients lives in an executive condo on the beach and owns a sail boat with 3 cabins. And I do love the water!

Even though traveling is a bother, access to client's cabins, luxury cars, summer homes, ATV's, boats with as much square footage as a permanent home, and other recreational stuff, is a fringe benefit of this career.

Anyway...I was there...at the Makepeace Power Marketing Summit and I've watched my DVD's 3 times through. With all of the bother and expense of travel, I figure I paid twice what he's asking you to pay...but you can only get them at this price for fewer than 24 hours. Then the price jumps up by $2,500.

Onward...

And if you've been on Clayton's mailing list for some time, you've probably heard the name, Carline Anglade-Cole. Clayton taught her what's on the DVD's and she's on track to bust a million. I think she's hovering around $700,000 or $800,000 just now.

She's offering for free, a 26-page report; "How to Write Magalogs, Tabloids and Other Monster Promos".

Now, maybe Carline isn't aware of the fact that you can also download a good bit of her portfolio there. But then again, she's so prolific, perhaps she's not concerned about handing over the keys to her level of income.

'Nuf fer now, I'm going to get on with my Sunday. I've got an email to writer for a client, a six-figure contract to negotiate and some fishing to do.

Wish me luck,
--Peter

"Copywriting Instruction Video -- The Art of Transition..."

Howdy,

Remember in the last video when I mentioned, "Expository Writing"?

Well...here's a short (6:20) video to fill you in on one of the methods used to make transitions, a couple of sentences long, do the work of several paragraphs.

Thanks for watching, you copywriting Titans, and as always; let me know your thoughts, please.

--Peter

{Edit}Sheesh! No matter what I put in the videos, there's always stuff I leave out. Please notice that the transitions I speak about do double duty.

They not only add structure, but they build expectations that drive readers deeper into your copy.

"Wall Street Journal Letter Vs. Civil War Letter...Take 2..."

I'm learning...and I'm learning from you...

Thank you, Swans, for your helpful commentary. I hope this video is more to point and delivers what you wanted more clearly and thoroughly than the last one did.

As my colleague, you set the bar a little higher than I did for myself and I appreciate it.

As always, let me know what you pros think, please.

--Peter

"Copywriting Video Takes A Look At The 'Wall Street Journal' Letter"

Can you name and describe the most effective writing structure ever used for writing a direct response sales letter?

It may be the most dependable architecture for pulling readers in and driving them, not only willingly, but gleefully through your copy, all the way down to your call to action.

Finally, I'm posting my analysis of the highly regarded "Wall Street Journal" letter.

It's a little rough and lacking in detail if you're looking for a writing course, but I think this video may answer some 'why' and 'how' questions about the longest lasting, perhaps most financially productive ad in the history of the Direct Response industry.

--Peter

"A Copywriter's Deepest Fear..."

Dear Reader:

I love the river.

It reminds me of my own heartbeat. It is pulsing life's very blood every minute without any thanks at all.

Not a very original observation, but nonetheless, there it is.

And...like my heartbeat, I must slow the normal distractions of life and shift my focus to appreciate the river for its gifts.

Break the surface of the water with the right bait, for instance, and you'll find fish of every size and description. Or they'll find you.

But you do have to break that surface tension of the water to get anywhere.

Odd as this may seem to you, this being my birthday -- well...the 17th was -- and having just returned from a river cruise, I thought I could get away with asking you to join me for a little focused quiet time.

If you want to that is...

Appropriately, I think, let me show you (again for some) a favorite piece of writing. It's by Marianne Williamson, from her book, A Return To Love.

Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be? You are a child of God. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won't feel insecure around you. We are all meant to shine, as children do. We were born to make manifest the glory of God that is within us. It is not just in some of us; it is in everyone. And, as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.

(Suggested protestations include: "No, I'm not that good of a person" ... "But I can't write that well" ... "As long as you don't develop expectations of me based on this -- your bar is too high" ... "GOD! This calls me to action" ... "Let's drink beer, instead" ...)

Shhhhhhhhhh.

May I suggest we relax and take a breath.

Quiet the noise.

And notice.

Please.

Go ahead and read it, again.

Thank you.

--Peter
P.S. Michel, I received an email from a reader of your forum saying you had started a thread wishing me, "Happy birthday". Thank you. You and others are always welcome here.

"New Copywriting Video Commentary Posted..."

Here's something you don't see every day. Not around here, anyway...

After seeing this video you might never view The Wall Street Journal's subscription solicitation package in quite the same light as you see it now.

You'll see how the latest package presses to the edge of their credulity, the Journal's highly-educated, upper-income prospects for the order.

Errata: (Is the video version of errata, 'verrata'?) I refer to this version of the letter as the Decker Package, written by, Mal Decker. But this is a slightly different version.

Let me know what you think, please. And if you'd like to see more of the same, or something different.

Thanks.

--Peter

"New Copywriting Critique Video Posted..."

Sorry I'm in such a rush...

Click here for today's copywriting video critique.

As always, please feel free to add to the critique with your own comments.

Thanks,
--Peter

"Three Dog Night..."

Holy cow!

It feels as though I've been away from this blog for a month.

As you know, I went (Minnesotan) up Nort to da lake for acupula nights. Yah...

Star-shot up the Hwy 169 vortex and whoosh. Landed on the deck of a pontoon boat. With a Zebco rod and reel in hand, no less -- same kind I fished with as a kid -- and a northern tugging on the other end.

I coulda kissed that ugly mug -- seeing it clearly marked the beginning of relaxation for me -- like a friend I haven't seen in some time. No.

Instead, I thought that enough recreation for the evening as I had arrived at the lake later than planned and wanted to settle in for the night.

The three dogs, official dogs of the outpost, greeted me at the dock. Two golden retrievers and what looked like a dead cat, but was a poodle, I think, sporting a wet, unclipped coat. He goes by the name, Rudy.

Oh, how they thrilled at the sight of me...

Now that I'm back, I've been working on learning Apple's applications and getting the new site under way.

I'm attempting to incorporate your requests for information on various aspects of writing and the biz of writing.

Again, thank you for pointing me in the right direction and don't hesitate to add more requests or suggestions, please.

--Peter

"If You're Good, But Just Getting In The Business..."

I promote a variety of products, seminars, etc., here and from time to time.

So, this is the place and it's one of those times...

Ben Settle sent me an email regarding a course he's promoting from his blog on making money in the catalog copy writing niche.

True, writing catalog copy has little to romance about. But also, there are many fewer problems associated with writing copy in this part of the trade.

And if there are any problems they're smaller in scope.

Let me illustrate what I mean.

I charge a minimum, up-front fee of $15K, 100% paid in advance and no money back, for writing a letter.

Now, I'm not trying to scare anybody, but under certain circumstances that's enough money to equal, in the mind of some clients, justification for irrational behavior.

Occasionally, when dreams of a bettered destiny are on the line, reactive feelings arise in distorted proportion to a given circumstance. And base emotions become activated. So a simple error can seem like betrayal to the payer of $15K ... and ... as we all know ... remedial action for a betrayal, often wears a (law) suit.

Talk about a call to action!

All of this distracting turmoil can usually be avoided, if you're savvy.

But fledgling copywriters aren't savvy, generally speaking. They're irrational, too. But on the other end of the spectrum -- drunk with enthusiasm, tempered by nothing, hell bent for glory.

Bad combo. Predictive of a bad outcome. Unless you're writing a drama. Or you're a lawyer.

Now compare that scenario to writing slugs of copy you're paid maybe $300 for. Say you write 10 pieces and one or two won't fly in the mind of your client. No way they're going to feel as though all their dreams had just been dashed against a cruel, if not imagined, reality.

Safe.

Check it out over on Ben's blog, www.BenSettle.com and let me know what you think.

Thanks.

--Peter

"What Are Your Thoughts On 'Swipe'...?"

I'm not sure I have an agenda to push, regarding swipe. Mostly I'd like to hear your thoughts on the subject.

The reason I'm asking now, several prospects/clients have recently expressed concerns, in such a way, it leads me to believe the presence of swipe in copy used to promote a copywriter's services, is a determining factor in the prospect's buying decision. They don't like it, don't want it and have said so, explicitely. I'm talking about large buyers such as MSoft and smaller buyers too.

They also pointed to certain likable qualities they saw in and felt from reading my copy as a highly weighted reason for initiating contact with me.

They stated they weren't paying premium prices for "cut 'n paste."

I think equating copywriting with swipe puts our profession on par with a clerical position -- masters of the filing cabinet. (My apologies to clericals, for any hurt or discomfort you may experience from my obvious arrogance. I mean no disrespect.).

Swipe files being equal, price leadership, not sales results, becomes your competitive edge.

It's tricky to discuss, because for a truly clear discussion, we'd have to distinguish tolerable levels of swipe from intolerable levels, honesty, the difference between mondo-swipe and swiping a few sentences, or word-for-word swiping vs. swiping concepts and applying them using original copy.

Please, if you're even thinking about quipping, 'why do you think they call it COPYwriting' -- don't.

--Peter

"WHY...Oh Why Haven't You Called..."

Shesh!

Talk about a honeymoon period and afterglow...

I'm on icloud 9 from drinking Apple's MacBook Pro kool-aid. The entire buying experience, combined with new-owner glow has left me helpless to fend off advances from Apple's marketing department.

Only...there are none.

No phone call. No post card. No follow up of any kind.

To give you some idea of what this bliss I feel is like...

I took my chunck of titanium housed brilliance into the Apple store to ask a few questions. After turning it on, and just as I wondered how much configuring and grief I would have to tolerate while jumping on their network, a window popped up.

'Scuse me for using the word, window. A prompt popped up --a tastefully rendered and unobtrusive thing-- to ask me if I'd like to join their network. So civil. Why...yes, I thought, as I clicked continue and ... joined their network.

The deed was done.

Before I left the store, I bought a year of training for just $99, a pleasing price, and scheduled my first appointment.

After returning home, I checked my email and found a festive confirmation containing a link. I clicked the link which caused my calendar to open and all of the information populated appropriate fields.

Automatically.

And later, on a backup schedule I determine, the calendar synched with my .mac membership server.

But ... no coupons in the mail, no email, no phone call ... no follow-up of any kind. All I need is a nudge of permission for emotional momentum to fling me well over feelings of guilty self-indulgence, back to the store for an iphone. Or for an isomething or other.

Within this afterglow, is the desire to maintain and expand my experience.

And all it would take is a lousy coupon.

But then, I'm a motivated and determined individual...

--Peter

"How Can I Help You...Support You...Move You Forward?"

Really...the title of this post says it all.

I wonder, daily, what I can offer you that might move you forward toward your goals.

Truthfully, I'm not sure I know what your goals are. I'd like to.

What's your definition of making it? ...Your ideal business?

I'd love to hear you desribe your ideal average day.

It seems to me, it's always seemed this way to me, that most of the available information on writing, in conjunction with marketing, is sales training. Very little on writing. That's not bad in my eyes, but if you share my perception, is that what you want? Or do you find it frustrating?

I really do wonder about this daily. I have for some time. But what's prompting this query now is my recent acquisition -- the MacBook Pro.

You see, using Microsoft products to execute a multi-media presentation on the web is time consuming. Time I don't have. But I intend to produce more stuff...only...with your guidance.

Whadyasay?

--Peter

"Posted: New Video Website Critique..."

Click here to view the video. Please, give it a moment or two to load.

And do let us in on your thoughts about the subject website by clicking on the comments button, below and jotting your insights.

You know, for every comment you post, I receive an email alert. And that little alert is just like a Christmas gift to me. (-:

--Peter

"Copywriting Critique -- New Video..."

Click here for the latest video.

Well...I jumped in and picked up an Apple computer. Steve Jobs announced and explained their many updates and redesigns to their products and apps at Apple's 2007 keynote address.

He pushed every available sales button.

It worked.

Bliss.

--Peter

"New Video On The Way..."

What have I been up to?

Breaking promises I made to myself...

I promised myself an earned and needed vacation. Didn't take it, yet.

I promised myself I wouldn't take on any new clients for copywriting until the later part of next year. One new one is on board. "Money," he said, "is no object." "Oooo-TAY!" I said.

I'm calling another this afternoon. He's a past client, so I feel a sense of obligation... The remaining applicants will recieve a polite, no thank you.

And I'm working on improving my blog, etc.

Talk soon,

--Peter

"And How Did Paul Potts Finish..."

Not long ago, I posted a link leading to YouTube and a video, there. Paul Potts sand a piece from Puccini's opera, Turandot.

I found it remarkable and some of us were driven to tears, because of ... something there.

You can see the video by clicking here. 

And if you'd like to see how he faired, click here.

--Peter

"New Copywriting Video Critique...Take 2..."

My apologies for the last take, as the voice track was off. Please have a look -- and listen!-- to this.

Please click here to view ... and hear the copywriting video critique.

--Peter

"New Video Critique On Copywriting For 'Quit Smoking' Product..."

I began this copywriting critique a couple of times, yesterday.

Serious storms blew through, complete with hail, high winds, thunder and lightning. So I shut down.

I suppose it was two weeks ago, during a storm of similar intensity, I was under my toilet, tightening the nut on the fill valve I had just installed, when wham.

The bathroom lit up lightning blue and I heard what sounded like an explosion.

It was an explosion.

"OSAMA!" I thought.

But no. Lightning had struck a two-story tall tree that stood all the way across the little lake I live on. The lightning didn't split the tree, or knock it over.

It must've boiled the sap, because it blew up the tree until there were only spindles, splinters and duck soup left. Poor duck.

He won't be watching any more vids, but you can...

Please Click Here To View The Video.

Speak your mind or submit your URL for a review at, peterstonecopy at gmail .com. Please write "Video Critique" in the subject line.

--Peter