Direct Response Copywriter on the AWAI Bootcamp. Part 4.

There were some big names at the AWAI Bootcamp. One of them was Clayton Makepeace, a well-known direct response copywriter.

Makepeace gave a couple of talks, one of them about headlines. In direct marketing, you see a wide range of headlines although most of them are long-ish. However, Makepeace typically likes a shorter main headline ... but surrounded by mini headlines.

Here’s an example. (Click the image to enlarge).

 Note the following:

  • A pre-head (also called an eyebrow)
  • The main headline … rarely more than 8 words
  • A sub-head and/or some bullets

Here’s an example of copy with a much longer headline.

There’s no one way to write headlines. They can be long or short. They just have to work! As a direct response copywriter, testing tells me which headlines are resonating. The Makepeace headline session at AWAI bootcamp was especially interesting.


I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.


Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.