The Million-Dollar Marketing Outline – Part 2

From Legendary Copywriter, Clayton Makepeace

Clayton Makepeace Presentation

For Part 1 – go here. Onward. As Clayton began to share his “million-dollar marketing outline”, things got intense…

“Before anything else, you have to seize your prospect’s attention! You have to stop them in their tracks. Like screaming their name. Or like a dog barking. You… must… grab their attention.” 

Clayton was now sharing the first step of his outline — Grab ’em by the eyeballs.

And he was hammering into the audience the necessity of having a headline big enough… bold enough… worthy enough… of captivating your prospect’s full attention.

It reminded me of something my friend, Joe Schriefer of Agora Financial, regularly shares with his copywriters. A Kevin Spacey quote from the movie Seven.

Spacey’s character is a serial killer who used the seven deadly sins as his motives. And displayed his victim’s with gruesome fanfare for all the cops and newspapers to see.

Once captured, now in the backseat of the police car leading the detectives (Brad Pitt and Morgan Freeman) to the final victim, Spacey utters these words in response to why he didn’t just simply kill people…

“Wanting people to listen, you can’t just tap them on the shoulder anymore. You have to hit them with a sledgehammer. And then you’ll notice you have their strict attention.”

It’s true. Today, you should never underestimate what it takes to capture your prospects’ attention. To get them to stop doing whatever it is they’re doing and engage with your marketing.

It takes extreme measures to get attention today. More extreme than most marketers realize.

And you need to remember that when working on your marketing and writing copy. Especially the headline.

That’s what Clayton was preaching.

(Note: He showed lots of examples. If you’d like to see them and get a full copy of Clayton’s presentation, go here.)

That’s the first step in his “million-dollar marketing outline”:

1. Grab ’em by the Eyeballs

And over the next hour, step by step, Clayton broke-down each of the remaining pieces he includes in every marketing campaign:

2. Support and Expand on Your Headline
3. Establish Credibility
4. Bribe Him to Read This
5. Deliver Value
6. Present Your “Big Promise”
7. Prove Your Point
8. Snapshot of the Future “Him”
9. Present Your Product and Prove Each Benefit
10. Make the Offer
11. Trivialize Your Price
12. Add Value
13. Relieve Risk
14. Sum Up
15. Ask for the Sale
16. Make Ordering Stupid Easy
17. Place Him at the Crossroads
18. Ask for the Sale – AGAIN
19. Sweeten the Pot
20. Add an Urgency Element

When all was said and done… and Clayton reached the end of his presentation… the audience, once again, went wild.

In just about an hour and twenty minutes, a legend in the world of direct marketing, had just shared the exact thinking and process he uses to create some of the most profitable marketing campaigns on the planet.

And now you know it too.


Get an HD video recording of Clayton’s entire presentation, including his slides and extra goodies, here. Along with the full presentations of 8 other legendary marketers.