Who Are You, and Why Should I Care What You Have to Say?

Right after making a massive claim, like an American Apocalypse is en route, it’s good to assure your reader it’s coming from a credible source (and not a crazy person!).

That’s what the recently passed copywriter Clayton Makepeace (R.I.P.) does in his blockbuster American Apocalypse sales letter for Weiss Research, making the lead all about why Martin Weiss is someone you should trust.

Again, it’s important to know about the timing of this sales letter. In my opinion, it’s a big reason why it worked… American Apocalypse hit a couple of years after the 2008 housing bubble popped. Though that might seem late, the economic fallout meant people were still feeling the pain. So it was perfectly plausible to claim things were going to get much, much worse.

If I remember correctly, Clayton was inspired to write this after the smashing success of copywriter Mike Palmer’s End of America sales letter for Stansberry Research (which I’ll post soon). End of America had been running very successfully for about a year before American Apocalypse… so the Big Idea was already proven when Clayton started writing his imitation of it.

This is also a why it’s important to A) Know what’s working and what’s not and B) Keep a Swipe File so you have variety of blueprints to model when writing your own sales letters.

For your convenience, you can read the lead for American Apocalypse below, or click here to download the entire* sales letter.

*The way I pulled this PDF, some segments of copy is missing. But most of it is there.

American Apocalypse

Dear Investor,

Hello, this is Martin Weiss, founder and chairman of Weiss Research — the ONLY form in America that rated and specifically NAMED, well ahead of time, the companies that got crushed by the last crisis, including General Motors, Lehman Brothers, Fannie Mae, Citigroup and dozens more.

Those who ignored our warnings lost nearly everything. Those who heeded them had the opportunity to make fortunes.

But now our nation’s predicament is far more serious: A great American Apocalypse is upon us.

Insane government spending, massive debts, out-of-control money printing, and almost unimagineable political cowardice are about to exact a heavy toll from each of us.

And now, as these massive debts begin to implode, and the U.S. dollar plunges in value worldwide, everything in your life is set to change–radically. Millions of Americans are about to lose their income, their savings, their bying power, their homes.

But if you heed these warnings and follow the defense steps I outline in this [MISSING]

This is a crucial moment for me personally, as well. I founded my company Weiss Research more than 40 years ago to give investors honest analysis of the economy and their investments with no conflicts of interest.

I’m particularly proud of the fact that, since 1971, my firm has accurately warned of every major financial crisis, including the infamous “Bloody Monday” stock market crash in 1987… the giant insurance company failures of the 1990s… the “Tech Wreck” in 2000… and the recent housing bust, debt crisis and credit collapse that began in 2007.

As a results, Newsmax said that “[Weiss’s] prediction of the current economic crisis is uncanny.”

Barron’s said, “Weiss is the leader in identifying vulnerable companies.”

And the New York Times said we were “the first to see the dangers and say so unambiguously.”

Now, I have three NEW warnings for you, and the first one is this: Unless our government makes a 180-degree turn…

Just about everything you buy–food, energy, clothing and more–will double, triple, even quadruple in price.

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