Rhythm of Three
At the Copywriting Masterclass last week in Brisbane, Pete Godfrey revealed how he often grouped three benefits together in a headline as there was quite a rhythm to this combination and was useful in grabbing attention.
I’ve since discovered — thanks to a link to an article on About.com by GrammarGirl on Twitter — that these series of three parallel words, phrases, or clauses are called tricolons.
The article, by Richard Nordquist — an About.com Guide to Grammar and Composition — reveals Obama’s powerful use of rhetoric in the victory speech he gave after last week’s US Presidential win: have a look for yourself at:
Barack Obama’s Secret for Stirring a Crowd
It’s a very easy to follow example of the persuasive power of tricolons in action.
Reflecting on the Masterclass
Well we’ve been home about a week now and back into the swing of work (although I have a terrible cold, but that’s another thing — hopefully to be fixed very quickly by Jim Humble’s Miracle Mineral Supplement).
One of the great parts about any event of course is the other participants, and the chance to catch up, swap resources and stories, chat and network.
It was great to catch up again with copywriter Kevin Francis, hear about the work he’s been successfully doing and find out a bit more about him. But it wasn’t until I looked at Kevin’s Maximum Results Copywriting blog that I realise that Kevin has also completed Tony Robbins’ Mastery University program, and also was at one of David Garfinkel’s workshops where he met well-known top copywriters like Michel Fortin, Peter Stone, Carl Galletti, Brian Keith Voiles (one of my heroes that I love to study), Craig Perrine and a host of others.
Pete Godfrey (left) and Kevin Francis at the Copywriting Masterclass
Sometimes the best discussions at a live event are in the bar, on the break or even at the airport on the way home! That’s really one of the great bonuses of the live “immersive” environment — just as much value can come from the stage as well as from everyone else attending.
Like Pete Godfrey said at the event, and I’ve heard before, you never want to be too smart for the room and think you don’t need to be at these types of events!
Masterclass Days Two and Three
We’ll we’re settled in back home after landing at midnight from Brisbane … and after being out on the dinner boat on the Brisbane River on Saturday night, yesterday morning wasn’t a good time for a Day Two wrap up!
So here I go on the final two days.
Day Two …
Again, some sensational content revealed by Pete. We got stuck into some really good advanced copy techniques, and Pete shared some of his proven copy “chunks” — closes, offers, chunks for particular markets. We also went over essential checklists and formatting and he shared some gold nuggets and big lessons from his wealth of experience.
Even though I’d heard nearly the same presentation for the third time in a month, Declan Barnett was a guest on the day with some really good web 2.0 content. Declan really gets it and had some great content to add trust to a medium like the internet which desperately needs it. He also gave me a couple of great ideas for current client projects. We had another internet expert with us at the event, Greg Cassar, and Greg also chimed on during Declan’s presentation with some extra resources and tips.
Bret Thompson revealed his journey from coming along to masterclass as a business owner without an prior copy experience last November to now doing some great work on his own business ventures and for some of the top marketers. A lot of the group new to copywriting found Bret very inspiring to achieve what he has in his first year.
Even if you’ve done copy for a long time, Bret did a fantastic session and shared some excellent insights on the work he’s been doing and how he’s been putting Pete’s techniques to great use — and how he’s really come ahead leaps and bounds on skills like getting the “big idea” for a promotion — something that requires great skill and thinking, and Bret is rocketing along on all cylinders doing just that. I’m looking forward to seeing the promo in action Bret has done for Declan that I gather will launch in coming weeks.
Back to Pete.
He gave us all his “top secret” workbook chock full of more gold nuggets and incredible insights. It’s really amazing to see and hear what Pete shares — really specific stuff on selling, getting the big idea and having the right mindset for attracting wealth. To call Pete a copywriter really undersells his mastery.
Pete and David McMahon also gave us a sneak preview of the new Crocodile Marketing Inner Sanctum, the membership levels and plans for 2009. Happy to say that Mel and I will be in their peak group for that venture, along with plans to be part of Pete’s 2009 private wealth coaching group, to really blast ahead next year and take my business to a whole new level. It’ll be a big year and I can’t wait!
Nearly all of us ended up on the dinner cruise down the Brisbane River, a good way to socialise and network and make some new friends (and a nice seafood buffet and a few drinks too) — alas our plans to let Pete swim back to Eagle Street pier didn’t eventuate! He stayed dry!
My wife Mel (left), Pete Godfrey (middle) and me (right) almost exhausted at the end of Day Three of Pete's Last Ever Masterclass
Day Three
Today was all about the business of copywriting — setting up for success and all about the relationship with clients: on being a copywriter, getting clients, handling clients and some real insider gems on being a successful copywriter.
This was really more than a great refresher (although it definitely reinforced what I’ve been doing) — now I have some extra tools in my “weapons of influence” to help clients get the most out of the work I create for their projects.
One of the best parts of immersing myself in live events like this masterclass is both reconnecting with friends and meeting new copywriters and being able to share some extra insights to help them accelerate into a successful career. I know I’m always learning and on the lookout for ways to improve, and equally I love hearing from others having much success and sharing ideas and resources.
And I really loved Pete’s distinction about the business we’re in. Expert marketers say that all business owners are really marketers — but Pete went a step further and highlighted a great point. We’re more than just marketers — we’re really in the business of relationships.
Final Thoughts
An event like this masterclass really makes a difference in emotional direct response selling and marketing. Sure, I’ve been writing to influence people for about 16 years. That’s been a mix of copywriting and business communication — along with political marketing and campaigning. But it’s been a real lift to have Pete’s lead generation system — especially for the environment I mix in with Mal Emery’s Platinum Group and the clients I work with. I know it’s taking my skills to a higher level and is an incredible set of tools to have in any copywriter’s arsenal.
Unless you were a dysfunctional flea, there’s no way you could do Pete’s masterclass and not get at least 10-times your value — just from day one.
Sadly, it was the “last ever” masterclass, but it was captured on DVD, so look out for the upcoming DVD set if you really want to get inside the mind of arguably the top copywriter in Australia (and force out all of the brilliance that is in there!).
Masterclass Day One
Just about to head off to Day Two of Masterclass, thought I’d let you know about Day one!
I’ve gotta say it’s terrific what Pete shares with us, “oldies” and new students alike. For me, there were several great reminders/refreshers on some really well-proven direct response techniques — and a couple of resources that have recently slipped my mind. It was also great to reinforce that some recent projects had all the essential elements as they should be (and of course — as happens every time I immerse myself in learning — it triggered some great ideas for current client projects!).
Having my wife Mel here too is great because with her extra perspective, I think our copywriting will jump to another level again. It helps for us to both know the proven direct-response systems as we can make “one plus one equal three”.
For everyone, especially the new students who haven’t seen these direct response systems before from the inside — they could leave after Day one and know they’ve got back 5-10 times the investment in their class — yet there’s still two days of fantastic content to absorb.
Hopefully Pete won’t will pick on me again today about spending time in the online copy forums — it’s all in good fun and we’re just having a laugh. He also pointed on the design work I’ve done for his new Crocodile Marketing venture with media guru David McMahon, so bonus points there!
It was really nice too to meet some new, prospective copywriters and be able to share what it’s like as a full-time copywriter and give some insights into the range of possibilities, especially now they have the direct response tools to be really effective.
Hopefully after our dinner on a boat on the Brisbane River tonight I’ll be in a well state to report to you tomorrow on Day two! I bet I’ll be glad Day three starts an hour later than the first two days!
Copywriting Masterclass
Am here in Brisbane just preparing to head off this morning to day 1 of Pete Godfrey’s last ever copywriting masterclass.
It’s partly a “refresher” for me and some new content, plus this time my wife Mel is also doing the masterclass: it’s really her first time getting into copywriting other than seeing the stuff I usually do! I think it will be a good combination having both of us skilled in direct response copywriting.
Of course it’s really MORE than just a refresher because immersion means I get to focus again and pick up even more nuances, especially having used Pete’s stuff now for the last 12 months, not just the other copywriting I’ve been doing for the 15 years prior. Pete’s “emotional direct response” techniques are fantastic additions to my “weapons of influence” and every time I hear him live (several times this last 18 months) there’s always something new to pick up and use.
And I’m looking forward of course to catching up with Pete — he really is a Wizard at our craft — as well as a great bunch of “graduates” and friends who are here too.
Will check in and let you know how it goes over the next three days!