Follow this Checklist and you CANNOT fail…
>> But there are three catches.
“What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.” – Pericles
About 10 years ago I was interviewed by Clayton Makepeace.
I believe he was the best copywriter in the world until he died, far too young, just under 2 years ago.
Clayton was a great, if perhaps overgenerous enthusiast. After interviewing me he said he felt as if he had just been talking to the Pope.
He wanted us to do a world tour together – an idea his wife wisely vetoed.
But if I was the Pope, he was God.
I’ve never known anyone who worked as hard. Not even David Ogilvy. He would get up at 2am to start work.
One proof of his astonishing grasp of what you must do to persuade people is his checklist.
Of course if you want to apply this list there are catches – always are in this world.
First – you must be able to write well. Not many people can.
Second you must be incredibly diligent and hard working.
Altogether there are 64 things you must consider to get everything right.
Very few of us are diligent enough.
And the third is, of course, that writing copy that meets so many criteria takes a tremendous amount of time and effort.
But Clayton always put in the time and effort, charging colossal sums for his work. And it was always worth it.
But what if you don’t have the time, the energy or command the writing skills?
Well, I may not have been the Pope but my colleagues and I tend to get remarkably good results for our clients, so much so that we guarantee it.
Just drop me a line (db@draytonbird.com).
We can usually help – and if we don’t think we can, we say so.
