Since releasing my special report, The Death of The Salesletter, there has been a lot of commotion and confusion created over what it means and how it’s affecting copywriting on the Internet.

Is it the death of long copy? Are copywriters a dying breed? Will video replace text? The answer to all of these is definitely “No.” And I’ve written a few blog posts since then to clarify, but there’s still some misunderstanding going around.

Well, I’ve decided to clear the air once and for all, and I’m doing it on a very special teleseminar on which I was recently invited to be a guest speaker. And I’m doing it with none other than top copywriter Clayton Makepeace.

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When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look at their copy from their readers’ perspective.

Although unintentional, they’re so involved with their business or product that they tend to forget their prospects. They tend to explain things in ways that only they understand. They tend to forget the number one element in copywriting. And no, it’s not the copy. It’s not the offer, either. It’s…

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Michel: Yeah, doctors all ****. The question is what are those pills? Actually I can rep those weights 30 times and there is such a pill, but I didn’t get it from a Haitian woman. But I was just illustrating the correctness that, that people have lost the art of storytelling.

Gary: Well you just kept me riveted there, well, whenever you were telling me that. And that’s, it’s sort of what John Carlton says. If you were to sell something don’t think about selling it in a business room or something. Think about meeting your friend at a bar somewhere, just shooting the breeze, and, and, there’s a product that you have that you’re so excited about, what would you say to that person? Would you, you know, use this third person high falutin’ corporate speak or would you be personable and tell stories about it?

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