The Million-Dollar Skill Most Copywriters Skip
In 1997, legendary copywriter Clayton Makepeace was handed a tough job to beat a control that had made over $10 million in sales.
It was a top-performing financial promotion.
Many had tried.
All had failed.
But Clayton had a secret weapon… Deep research.
Before writing a single word, he dove headfirst into…
✅Dozens of investor psychology books
✅Interviews with the client’s customer service team
✅Financial news archives
✅And even call transcripts from sales reps
He uncovered something the original copywriter missed…
The deep fear that this audience had about running out of money in retirement.
It was not inflation, taxes or interest rates.
So Clayton built his new headline and lead around that core fear and the offer that promised to ease it.
His copy crushed the control.
And his promo went on to generate over $30 million in revenue for the client.
Here’s the kicker…
The difference wasn’t fancier words or clever design.
It was better research.
That’s why I always say:
“NEVER write ANY copy until you have done enough research.”
That's why you need to master it in order to succeed in this space.
The good news is I've written an ebook that can help you.
It reveals the simplest and fastest copywriting research process for any project.
It's titled …
1 Hour Copywriting Research.
Inside, you'll discover the:
✅ The exact research steps to go from blank page to big idea
✅ How to mine customer psychology without surveys
✅ Little-known places to find goldmine insights fast
✅ And how to organize it all so writing becomes effortless
And many more.
Get it here…
Mkusua.gumroad.com/l/research
Best,
Mk Akan