Perry Marshall’s “Swiss Army Knife” Copywriting Course

Swiss Army KnifePerry Marshall is probably best known as the #1 author and world’s most-quoted consultant on Google Advertising. However, at the core of everything that Perry teaches, practices and creates is his penetrating understanding and use of the 80/20 Principle. Richard Koch, author of The 80/20 Principle: The Secret to Achieving More with Less says, “Perry Marshall has something original and extremely useful to say, because he has thought profoundly about the 80/20 Principle. He has come up with some original insights that are literally priceless.”

One of Perry’s products the SWISS ARMY KNIFE could just as easily be called “The Swiss Army Knife for Creating The Best Advertising You Will Ever Create!” It’s that good. It was recorded at a live workshop and if you know anything about Perry’s workshops you know that he charges top dollars for them and that attendees rave about the results they get from applying what they learn at them.

The following information was curated from Perry’s sales page. It is only a small part of the information you will find on the page and it will give you a little insight into the story behind the product and what you will find here: SWISS ARMY KNIFE

Al Uehre“Perry’s Swiss Army Knife brought major innovation to my process. I use the blades in a questionnaire that helps my clients entering new markets discover what they sell, who their customer is, and how to sell to that customer. Presentations to clients are now much more engaging, with some surprising analogies, etc. The system lets me to present new creative copy much faster, and also enables me to quickly help PPC geeks employed by my clients become more creative copywriters right out of the gate.”

Al Uehre

How To Re-Invent Your Business And Your Advertising Without Major Surgery

You can re-invent and re-position yourself – completely altering your customers’ perception of who you are and what you do. And you can do it without major changes to infrastructure.

You do this with:

  • Mind-Penetrating Language. Everyone in your industry naturally describes what they do using neat little clichés and well-defined categories. This eats into your profit margins like wolves devouring a nest of baby birds. You must re-invent your sales message to provoke powerful emotions and imagery in your customer’s mind.
  • Calculated Risk Reversal. One of my favorite axioms is “Sell Results Not Procedures.” Not only can you guarantee the end result, even in markets where it’s never done (and I’ll show you how) – you can also re-define the result you guarantee such that no competitor can match your offer.
  • Systematic Innovation. Most people are waiting for a “Bolt from the Blue” to re-energize their business. Business is lousy this month, it was lousy last month… I’m hoping/praying/fantasizing that some idea will come to me out of the sky and give me the jumpstart and the cash I need.

Listen pal, waiting for genius to hopefully show up is not a plan. You can do better than that. I’ve developed a reliable model for systematic innovation. It’s like an Idea Generator Button. You can take it to your favorite spot in the coffee shop and come home 30 or 60 minutes later with a re-invented business. I kid you not.

The tool I’m talking about is the Swiss Army Knife. Here’s the story:

In November 2010 in Austin Texas, I held a very unusual 1-day workshop. I invited attendees to hands-on workshop where I promised to personally unleash new creativity in my customers’ ads, sales pages, and emails.

I promised to beat any control they’d ever had, no matter where or how successful.


What the Swiss Army Knife is: It’s a tool for “Systematic Creativity” for crafting every kind of sales message. It asks you incredibly insightful questions about your customers and breaks you out of any ad-writing rut that you’re stuck in. The Swiss Army Knife beats ANY control you’ve ever written – like clockwork, like clicks on a dial.

A year before I’d taken my family to a vacation in Costa Rica. (Fabulous place by the way, beautiful, affordable!) We visited the Costa Rican jungle, known as “The Cloudforest.”

I traversed catwalks snaking through the foliage and spent hours in a state of pure delight, studying the fascinating plants in this beautiful, sturdy ecosystem.

I was looking at this tree that was sprouting shoots that dropped down to the ground. Those shoots form a second system of aerial roots.


The tour guide said, “Because the soil is so shallow, the tree branches grow roots that seek out extra nutrients in the dirt below them.”

Dang. Nature is so incredibly efficient. It leaves nothing to waste. How does the tree KNOW how to do this?

I don’t know how it knows to do it, but it definitely knows. It’s purposefully reaching for the ground, seeking water, seeking minerals, seeking to expand its reach.

I asked:

“What if my customers were as efficient in using natural resources as nature itself?”

“What if Google ads were as smart as a tree in the Cloudforest? What if I were a Google ad on a web page and I could look around at all the other stuff on the same web page? What if I could talk to the person scrolling on that page? What new text would I write if I knew that?”

“If I were an intelligent, self-aware Google ad, what would I say? How would I morph? What would I know how to do? What questions might I ask?”

That led me to a brand new marketing technology I call the Swiss Army Knife.

It’s systematic, it’s scientific, and endlessly creative. Bionic Google ads become tractor beams that drag peoples’ eyeballs away from the center of the page to YOUR ad. They push your exposure up in the rankings so you get more traffic or cut your bids. They bring new people who would’ve never clicked before.


CAPTION It took 8 weeks to come up with Ad #2, the way I used to write my ads. It tested best out of dozens. The Swiss Army Knife method produced ads #1, 3 and 4 in literally FIVE MINUTES. 14% CTR, right out of the gate. The new ads are COMPLETELY different from the old, and completely different from each other. And none of them have even been optimized yet!

This is the very first thing I talked about in my first Maui seminar, where I disclosed all 16 blades of the knife. In literally one hour you’ll have a dozen+ totally fresh approaches. This will bust you out of ad-writing brain-lock. It’s literally an instant road map to everything you could possibly say in your marketing.


The audience in Maui RAVED about this. I had three or four come up to me on the first day and tell me that the Swiss Army Knife alone was worth all the expense, the time and the travel, all by itself.

I did a hot-seat workshop just like this in London, UK in September 2010. They raved about it too. Bryan Todd, my normally reserved Google AdWords co-author, came to London with me. He said he was astonished at how much this method revealed about the participants’ customers in so short a period of time!

It enables you to generate extremely effective testing ideas in MINUTES. Simplify, simplify, simplify.

Bionic Google Ads. Bionic Blog Posts. Bionic Emails, Offers and Guarantees. All yours. Only here, only now.

In Austin, admission was $2000. I also admitted observers for $950.”

This is only part of the information about Perry Marshall’s Swiss Army Knife. Go here to learn more: SWISS ARMY KNIFE

Perry MarshallAbout Perry Marshall

Entrepreneur Magazine says, “Perry Marshall is the #1 author and world’s most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax.” His Chicago company, Perry S. Marshall & Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results. At $2,000 per hour he’s one of the world’s most expensive and sought-after marketing consultants. His top coaching groups have waiting lists, and many clients have engaged his services continuously for 10 years and more.

Prior to his consulting career, he helped grow a tech company from $200,000 to $4 million in sales in four years. The firm was sold to a public company in 2001 for $18 million. Like direct marketing pioneer Claude Hopkins, Perry has both an engineering degree and a love for persuasive copywriting. He’s taught hundreds of thousands of people how to apply the scientific method to advertising.

Perry Marshall’s work is referenced in dozens of influential marketing books like these (click the image for more)

He’s published thousands of articles on sales, marketing and technology, and his works include Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes (Ultimate Series) , the world’s most popular book on Google advertising, Ultimate Guide to Facebook Advertising: How to Access 600 Million Customers in 10 Minutes (Ultimate Series) and Industrial Ethernet, 2nd Edition .

His work is referenced in dozens of influential marketing books by authors like Jay Conrad Levinson, Mark Joyner, Joel Comm, Howard Jacobson, Richard Stokes and John Jantsch. He’s been featured at conferences in the U.S., Canada, UK, Israel and Australia. He’s shared the stage with Zig Ziglar, Brian Tracy, Jay Abraham, Mari Smith, Harvey Mackay and Les Brown.

He’s consulted in over 300 industries, from computer hardware and software to high-end consulting, from health & fitness to corporate finance. E-Commerce pioneer Mark Joyner dubbed him “The Grand Ayatollah of Google AdWords.” Direct Marketing maverick Dan Kennedy says, “If you don’t know who Perry Marshall is — unforgivable. Perry’s an honest man in a field rife with charlatans.

His methods coupled with Google AdWords offer a fast and cheap testing ground for a lot of marketing messages. He’s a consummate player of this game, the smartest person I or any of my clients have ever found when it comes to Google AdWords – optimizing response for his clients, and teaching others how to do it for themselves.”

Richard Koch, author of The 80/20 Principle: The Secret to Achieving More with Less says, “Perry Marshall has something original and extremely useful to say, because he has thought profoundly about the 80/20 Principle. He has come up with some original insights that are literally priceless.”