Spent the day at Mal Emery’s “Sydney Platinum Intensive”.  The Platinum program is Mal’s high end coaching group and they have regular get-togethers throughout the year.

A number of my clients are in the platinum group and I was grateful for an invite to drop in.

Interestingly, the main focus of this event was…

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One of the best ways to get insights into the copywriting mindset is to sit down and talk with a successful copywriter.

And interviews are a great way to do that vicariously.

So, when I recently stumbled across this interview that copywriting giant Clayton Makepeace conducted with Kent Komae, I thought it well worth bringing to your attention.

Take it away Clayton…

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In the city yesterday for a trip to the dentist…

…I noticed this classic headline template being used in an ad at a camera store…

“The Lenses Canon And Nikon Don’t Want You To Know About”

Now, this is presumably aimed at people who are serious about photography (the average person is simply going to use a camera that’s ready to go).

And it plays on a number of classic copywriting themes…

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