Copywriters Podcast

In 1911, psychology pioneer Alfred Adler resigned from the presidency of a prestigious society in Vienna—and Sigmund Freud took it personally and deemed Adler an enemy. It didn't stop there. Freud continued to rail against Adler until Freud's death in 1939. The details of the dispute are kind of technical and petty, and we won't get into them today. The effects, however, were massive: Because of Freud's opposition, Adler's work was suppressed for decades. And this is important. See, Adler had some powerful ideas that, decades later, have found their way into a number of well-accepted branches of psychology today – Cognitive Behavioral Therapy, Positive Psychology, Family Systems Therapy, to name only a few. Yet Adler's original work remains unknown to most people. Where this fits into copywriting is that some of Adler's core ideas are enormously useful. They can help you with big ideas, hooks, headlines, and understanding customer motivation at a deep level. Download.

Nick Lowe had a big hit on the top 40 back in the day called “Cruel to be Kind.” Interesting idea, but how about this one? “Kind to be Kind.” Now there's a novel idea. And it's the guiding principle of copywriter and agency owner Cath Reohorn, who has taken this philosophy to £1 million/month in revenues for her clients. So you don't have to do the math, that's about $1.3 million per month. Now, how does she do it? Today, on Copywriters Podcast, you'll find out exactly how. Now, back to the idea of “Kind to be Kind.” Cath's agency is called Kind Copy, and she defines the guiding principle this way: “Kind copy stands for not twisting the knife. This anti-cruelty stance isn't just an ethical standpoint. It's a tactical advantage for services where the client needs to be actively involved in their process (like coaching and consulting).” We'll dive deep into that in a moment. First, A little more about Cath and her business: She lives in Wales in the UK. She has a true family business, since it employs herself, her husband, her sister and 2 other team members. What's even more impressive, they grew with organic marketing to over £1m/month before she ever ran an ad. Here's what we asked her: 1. You have chosen as your niche high-end fitness businesses, and you've said you're bringing them about £1 million/month in sales. How did you decide to focus on that niche? 2. What are you doing in the way of copy and strategy for these clients that's proving most profitable? 3. Could you explain your philosophy of Kind Copy and give us a couple of contrasting examples: typical copy vs. Kind Copy? 4. Your approach is to use organic content to drive sales. Could you tell us a little about that? 5. You said in a LinkedIn post: "The best marketing isn't about manipulation... it's about CHANGE WORK." Could you talk about that? 6. How are you using AI to lighten the load and let yourself focus on what you're really good at and/or what you enjoy doing the most? 7. If someone were to start out in the agency business today, what are the first three things you would advise them to learn or do (or both)? Cath's website: https://kindcopy.co.uk/ Cath's social media links: https://www.x.com/kindcopy https://www.instagram.com/kindcopyuk/ Download.

What do you do if you've tried and tried, six times, and what you're trying to make happen… never happens? That was the dilemma facing our special guest today, James Allen. “I built 6 different funnels and courses that didn't make me a penny until I changed my strategy,” he says. “Finally, I built one that sold for me in my sleep—on repeat.” In my mind, that's an evergreen money machine. James got so good at this that he helps coaches and content creators enjoy the same benefits of automated and scalable income that he has. James started out in construction, and left that to become a spiritual life coach at age 22. Then, he became a productivity coach and subsequently shifted into helping people create evergreen funnels. He's shared plenty of money-while-you-sleep secrets that really work on our show today. Here's what we asked him: 1. What would you say is the biggest mistake course creators make when it comes to building products? 2. What are some tips for making sure you're building something people would like to buy? 3. How do you recommend a course creator launch the product? What are some crucial steps? 4. Once the product's launched, do you recommend building an automated system that sells the product for you? 5. How do you keep getting leads and sales without driving yourself crazy posting on social media, or draining your bank account with ads? 6. Could you tell us about one of your successful clients and how things are working out for that person? 7. How can people get in touch with you (or find out about your product/service)? Links: Free Training: Earn Your First $2,000/mo With Digital Products - https://www.profityourknowledge.com/masterclass Work With James 1on 1 - https://www.profityourknowledge.com/apply Download.

You can't fake it. It seems like you can't force it. But when creativity shows up at the right moment — your copy comes alive. Sometimes it's the difference between a flat headline and a breakthrough idea. Between a click and a sale. Between a promotion that falls flat and a control that blows the doors off. On the other hand, when it doesn't show up — that's when things get rough. Here's the thing, though. Creativity isn't magic. Oh, I know it seems like magic–especially when great new ideas spring up, seemingly out of nowhere. And sometimes you feel like only a magic trick—or a miracle—would save you, when you're stuck or going through a dry spell. But the truth is, creativity is something you can spark, pretty much on demand. All you need is the right tools. And that's what we'll talk about today. (Here are the 10 techniques we talked about.) 1. Get Moving — Walk, stretch, get your body moving. 2. Quantity Before Quality — Don't stop at the first idea. Write twenty-one. 3. Creativity on Demand — Build habits and rituals to trigger flow. 4. Totally Random — Use odd words or images to spark new ideas. 5. Talk, Talk, Talk — Say your pitch out loud before you write it. 6. Go Contrarian — Flip the script and challenge the norm. 7. Exaggerate — Push an idea too far to find something bold. 8. Swipe Outside Your Lane — Look in markets besides your niche for structures and angles. 9. Let Customers Talk — Check out customer feedback for phrasing and emotion. 10. Perspective Shift — Zoom out. Pretend it's not your project. Download.

For many people, actually doing a podcast is a lot harder than it seems. A few months ago, Riverside.fm, a major podcast platform, published an article that said, "90% of podcasts don't get past episode 3," and "of the few that continue, another 90% will quit after 20 episodes." Here at Copywriters Podcast, we understand this, but to be honest, we just haven't done a lot ourselves to solve this particular problem. Not our jam. Our special guest today, Dumi Mabhena, has done a LOT to help podcasters at all levels of skill and experience. His own podcast is called Zimbawean Voices, and he's based in Washington, DC. Dumi knows, as Nathan and I do, that the effective use of personal stories is key to making a podcast work. And today he's going to talk about the enormous impact of everyday stories have on sales. He has founded businesses in multiple niches, including solar energy and student housing. Dumi is also the author of a children's book, Tuku's Dream. As for his work supporting other podcasters, Dumi and his business partner really tie the two things together pretty neatly in the headline on his website: We simplify editing so you can focus on Storytelling. So let's focus on the storytelling part first. Because while a lot of people want to start a podcast, EVERYBODY needs to tell better stories, and Dumi has some amazing and extremely practical insights about how you can use ordinary personal stories to have a massive positive impact on your sales. Why? One of several reasons is the tremendous connection they create between you and your listeners. In today's show, Dumi reveals five types of simple, authentic and surprisingly effectives stories that do not sell, but still build connection and trust with your prospects and can help you boost sales by a lot! Dumi's company, Shanda Studio: https://shanda.studioDownload.

So a man says into his phone, “Siri, play Pizzetti's Rondò Veneziano.” Siri says, “Calling Roundtable Pizza.” Pretty frustrating, right? Well, that was what AI seemed like to me just one year ago. Especially when it came to writing copy. Completely out of the question. But that has changed, in a VERY big way. So for today, I've put together a special report on how AI is changing copywriting. This is a report from the field. What pro copywriters and business owners are actually doing with AI. And I'll give you a hint. What they're doing with AI includes writing copy, for sure. But it also includes a WHOLE LOT MORE than just writing copy. So to set the stage for today, a little over a year ago, we did a show on my 10 rules for mentoring copywriters and business owners. At the time, I was still a hard-core AI skeptic and I didn't think AI had any place in copywriting or content creation. So I didn't include anything about AI at all in that show, or in my 10 rules for mentoring copywriters. My reason was pretty basic: I was disgusted by the output I saw from AI at the time. Well, a year is a LONG time in the world of AI. Especially the last year! And since last March, I've completely changed my mind about AI and copywriting. In fact, to show you how far things have come… AI played a part in every single copywriting mentoring call I did last week. I'll tell you about those calls in the show, but let's take a whirlwind tour of some of the top developments in AI in my world since March of last year: Claude has come on the scene, which was pretty impressive. A couple of months ago, Manus came on the scene, which was even more impressive. In June, Nathan and I discovered what my old mentoring client Jason Parker was doing with his Copywriting Mastermind. We were both blown away and quickly paid to join. It's been a breakthrough for both us in many different ways. AI has become far more connected with the rest of the world over the last year. One example is ChatGPT's new search and Deep Research capabilities. You can get information you never would have imagined was available before. And that barely scratches the surface. The bottom line is that AI is not only here to stay. It's also got to become part of your business if you want to stay current. I'll give you some tips on key skills you need to develop. And we'll wrap up with a few things that HAVEN'T changed that much about copywriting, and probably never will, no matter how good AI gets. In the show, we talked about the AI Copywriting Mastermind. If you're interested in finding out more, I want you to reach out to our team member Deb. And, if what I said resonates with you about learning copywriting first and AI second, I have one spot opening up in my mentoring in the next month. You should read about it first on my website and if you think you qualify, go ahead and send in an application. It's there on the website. RESOURCES: For the mastermind, email Deb: deb@getmynovus.ai For mentoring, visit https://garfinkelcoaching.com Download.

One name comes up more than any other when I talk to people about copywriting and AI. That name is Sam Woods, and he's our very special guest today. Sam has been in the game for nine years, while most of us haven't been there half as long. And I don't know of anyone who's been in it longer than Sam has. He got started with machine learning in 2016 and generative AI in 2019. He was a pioneer in prompt engineering for AI copywriting, and marketing. Sam has advised Fortune 1,000 companies and teams across the world, as well as advised and consulted with CEOs and other C-Suite executives. He describes himself as “a strategic AI architect who advises C-Suite leaders on turning artificial intelligence into their most powerful competitive advantage.” But more important to us, he's a seasoned and successful expert using AI for writing copy that gets results. Here's what we asked him: 1. What would you say is the most important thing about AI that most people in marketing and copywriting haven't really realized yet? 2. You got started with AI and machine learning so much earlier than most people. What caught your attention… why did you jump in so early? 3. What was using AI like for writing copy in the early 2000's, before ChatGPT came out? 4. Could you talk about what you've done for individual copywriters, copy teams, and large organizations regarding AI and copy? 5. What have you observed, with people who haven't worked with you, that copywriters are doing right when they use AI? What would you say they are doing wrong? 6.What's the best way for someone to get up to speed, or even just to get better, using AI for copywriting? 7. Where do you see all this going one, two, five years down the road? Sam's website: https://samueljwoods.com/ Other resources: https://bionicbusiness.com https://www.copywriting.ai/Download.

What's the opposite of a confident salesperson who makes it easy for you to buy? A nervous salesperson who jumps the gun and makes you want to run away! Today's returning champion, Brenna McGowan, understands this difference all too well. She has mastered the arts of the pre-launch and the launch, and she knows all the big and little differences. Because besides the successful implementers, Brenna's she's also seen nervous copywriters and offer owners jump the gun all too often. And ruin their chances at having a successful launch down the road by spilling too much information too early on! Brenna believes there's a lot of misunderstanding of what a pre-launch does, as well as what it should NOT do. So she agreed to come back on the show and tell us today. Brenna's specialty is pre-launches—warming up your market by letting them get to know you even before your launch begins. Perhaps the best advantage it gives you is it puts you front and center in your prospects' minds, and at the same time gets them eagerly looking forward to getting the full details about what you're going to launch. But a lot of people confuse what to do during a pre-launch and what to do during the launch itself. And that's what she's going to clear up for us today. Here's what we asked her: 1. What's the biggest difference between a pre-launch email and a launch email? 2. What is the role of the pre-launch emails? How do you know if something belongs in a pre-launch email versus a launch email? 3. You say one of the biggest mistakes in launch emails is educating too much. Why is that a problem? 4. Can you give us an example of how a case study email can go wrong in a pre-launch—and how to fix it? 5. How does something you learn in pre-launch affect your launch? 6. Why is it important to adjust your launch copy, based on what you learn during the pre-launch? 7. Let's say someone doesn't have time to write a full pre-launch. What should they do? Brenna's offer: Pre-launch calendar https://brennamcgowan.co/launchcalendar/ Download.

Wouldn't you love to have a confidential chat with a copywriter working at the highest levels of our business? Well, we can't provide the confidential part. This IS a podcast, after all, not a Signal chat. But today's guest, Cain Smith is on the front lines of some of the biggest businesses using direct response. So we can provide the copywriter working on the highest levels of our business part. Cain's client list includes real estate giant Grant Cardone, financial publishing giant Agora Financial, fitness and nutrition giant vShred… as just three examples. His experience spans infoproducts and ecom, low-ticket and high-ticket, long-form and short-form funnels. And we got him to come on to tell us what he's noticing at the cutting edge. Because his observations, when put into action, can mean more money in your pocket. But I wouldn't think of asking Cain a thing until I first reminded you that Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Here's what we asked him: 1. Since you've got your finger on the pulse at a pretty high level these days, what would you say is the one big change in copywriting that most people aren't aware of yet? 2. How did you get started in copywriting, and how did you end up where you are now? 3. What have you noticed about e–commerce and how does this present opportunities for direct-response copywriters? 4. What's going on these days with long-form VSLs? 5. What are some modern sales formats that are working better than old-school long-form VSLs? 6. What are some simple testing strategies copywriters and marketers are using successfully? 7. Where do you see direct-response copywriting heading in 2025? To contact Cain: cain@cainsmith.com Download.

It happens to all of us, and can you remember a time where you wondered: “Is this really good copywriting? It seems like what I should write, but somehow it's not clicking.” Here's why you wonder. There's a well-known saying from the Navy SEALs: "Under pressure, you don't rise to the level of your expectations, you sink to the level of your training". That goes far beyond the world of the Navy SEALs, of course. It's true in all of life. Well, one thing I don't think we've taken a good enough look at it: As copywriters, how were we trained? I don't mean for copywriting specifically. I mean for writing at all. See, how you were ORIGINALLY trained to write can easily override what you know you SHOULD do as a copywriter. We're going to take a good look at that today, and see what we can do about it. What we cover in today's show: School-style prose clearly informs readers but doesn't motivate immediate action. Remember: your goal isn't to describe things—it's to prompt your readers to act now. Journalism, blogs, and content writing focus on entertaining or informing readers without directly driving immediate responses. Don't just guide your reader through the facts; clearly show them exactly what to do next. Technical and scientific writing deliver clear, factual instructions but lack urgency. Don't simply explain—combine facts with emotional appeal to inspire immediate action. Corporate or military writing provides structured, formal information but rarely persuades readers to take quick action. Drop the formalities; clearly invite your readers and give them a reason to act immediately. Traditional advertising-agency writing builds emotional connections and brands but often delays immediate response. Remember John E. Kennedy's words: “Advertising is salesmanship in print.” Keep your copy action-oriented, clearly instructing your readers exactly how and when to respond. Download.

Our special guest today, John Jantsch, is going to tell you about what could be the single most valuable sentence you have in your business for getting clients and customers. John's the author of the Wall Street Journal best-seller Duct Tape Marketing, as well as three other books. Now when John talks about “core,” I'm pretty sure he's not talking about your abs, lower back, and hip flexors. No, the single most valuable sentence John's referring to is your core message. That's something he also calls your “talking logo.” John says, “Like a traditional printed logo, a talking logo is a tool that allows you to communicate verbally the single greatest benefit of doing business with your firm. “A talking logo is a short statement that quickly communicates your firm's position and ideally forces the listener to want to know more.” And at the end of the day, that's exactly what every business wants, isn't it? John also trains and licenses small business consultants around the world, so you'll definitely want to hear what he has to tell us today. Special offer for both marketing consultants and business owners: https://dtm.world/growth Download.

You could have written the greatest copy in the world. Perfectly targeted with a killer offer. Great price. Unique and highly desirable. But I can tell you one way it is guaranteed NOT to work. And that's if nobody reads it. Don't laugh; it happens. There are a couple more than a dozen crucial things you must know and consistently DO to make your copy as easy to read as possible. Most people know some of these things. Very few people seem to know all of them… or at least USE all of them consistently. Which is a shame. Because every little thing that makes your copy even a little harder to read ends up costing you sales, more often than not. Today, we'll show you how to put a stop to this. Here's a preview of what we'll talk about: 1. Use short sentences. 2. Keep your paragraphs short. 3. Use bullet points for lists 4. Use short subheads and lead-ins. 5. Use simple language. 6. Write in the active voice. 7. Cut out extra words. 8. Highlight key phrases (bold or italics) 9. Write like you're having a conversation. 10. Write directly to the reader. 11. Use numerals for numbers. 12. Use Morse Code (ellipses and long dashes) 13. Front-load what's important. 14. Replace complex descriptions with simple ones. Download.

Ever get frustrated with what happens when you try to get an AI to write something? According to Google Workspace Labs, the average prompt people give an AI is nine words or less. Nine words! The AI needs a lot more information than that to do a decent job for you. But the question is–what information? Today, we're going to take a look at how AI goes so very wrong for so many people—and give you some proven ideas on what to do about it. -- Here's a great general model for prompts, which has been shared in social media by Open AI President Greg Brockman: Here's the attached image transcribed into text form: >>The Anatomy of a Prompt

Do storytelling skills REALLY make a difference for you? Just ask our special guest today, Parker Worth. Parker decided he had enough of high school at 16. His first job was cleaning toilets. From there, he went to electrician school and, after a few years, got a job traveling around the world as an electrician. But his own story really starts to take off when he discovers social media. That led to this advice for him: “Just hop on Twitter.” At first, not much happened. But one day he got a powerful idea: Put the story of his life so far into a thread. He says, “I published it. I went to sleep. And woke up with millions of views and messages.” Today, Parker has nearly 44,000 followers on TwitterX, more than 20,000 on LinkedIn, and multiple six-figure businesses. One of his biggest secrets is his discovery of what makes certain social media stories, news stories, and ad stories stick. He's shared that with us today. Here's what we asked him: 1. What are some of the most common mistakes you see with people telling stories online? 2. How can you tell a story in one sentence? 3. What frameworks do you use to tell stories about your clients, or stories about your client's clients? 4. What is digital storytelling, and why is it so important? 5. The internet is busier than ever before. So how can someone's business cut through the noise? 6. Do you have a step by step process to write stories on any social media platform that get millions of views? 7. Could you tell us about your Mad Scientist Research Course? Parker's contact info: Email: parker@parkerworth.com Social media: X: https://x.com/worth_parker LinkedIn: https://www.linkedin.com/in/parker-worth-120380270/ Newsletter: https://parkerworth.com/page/facebook-ads-v2/newsletter/ Course: https://parker-worth.mykajabi.com/mad-scientist Download.

Today we're talking about three new ways to use ChatGPT for copywriters and business owners, and another development from another company which is a lot lower priced than ChatGPT's a month for its premium service. We'll also talk a little about some other specific ways to use OTHER AIs, but a lot of our focus is on ChatGPT. Now, to be clear, I wasn't all that hot on ChatGPT 18 months ago. But in the AI world, 18 months is more like a couple of decades. Things have changed and definitely gotten better with ChatGPT. Particularly, in the last few weeks, the introduction of two new versions: Operator, and Deep Research. Now, at $200 a month, the combination of these two new services is 10 times as expensive per month as plain old ChatGPT. But if you need to get a lot more done more quickly in certain areas, they could definitely be an asset for you. We'll go in depth on three ways to speed up key valuable tasks today. Recap: Try Operator for… Segmenting your list, based on what they've done before Coordinating social media posting Collecting and analyzing customer feedback Try Deep Research For… Thorough competitive analysis SEO and keyword strategy Finding content opportunities Try AI Brainstorming For Coming up with content ideas Coming up with email ideas Coming up with social media ideas Call to Action: Find out more about the Chat GPT Operator/Deep Research upgrade and see if it's worth it for you. Download.

One meeting of the minds reigns supreme above all others in copywriting–and that's when the copywriter understands and addresses the same thoughts that are most pressing in the minds of their best prospect. Our returning champion today is the incredible Caleb O'Dowd. He was here a few weeks ago when he told us some closely guarded secrets from his book “Monetization: How To Optimize Sales Funnels and Skyrocket Back Ends.” Caleb has worked in some of the toughest and most competitive industries in the world, and he has repeatedly launched and scaled businesses up to seven and eight figures - all through the smart use of great copy and strategic sales funnels. But what was behind the thinking and the copy that went into those promotions? Smart research–something Caleb knows quite a bit about. Although he a legend in his own right among insiders in direct response marketing, Caleb has the rare distinction of having been mentored by the late Gary Halbert, one of the greatest copywriters of all time. Today Caleb will give us some highly important tips and insights regarding research. Probably a few valuable things you've never heard before. This is going to be a powerful 30 minutes, so make sure you're listening closely and ready to take notes. Caleb's book, Monetization: How To Optimize Sales Funnels and Skyrocket Backend Profits. Get it Here Download.

One of the greatest insiders in direct response today is not primarily a copywriter, but a graphic designer. Actually, our returning champion Lori Haller is a designer… and so much more. She works side by side with many of the greatest copywriters of our time to help create control-beating packages, for clients like Boardroom, Healthy Directions, Dr. Al Sears, Nutri-Health, KCI Communications, and Agora. She has coached clients around the world, and she is an in-demand speaker and trainer. I've only scratched the surface of Lori's incredible and long list of credentials. You'd be hard pressed to find someone who knows more or who has done more. Her company, DesigningResponse, based in Germantown, Maryland, has built a reputation for creating award-winning, sales-generating direct mail, online promotions, space advertising, and product development. Today she's going to share some of her secrets for using design to get better conversions from your copy. Here is what we asked her: 1. You are well known for saying “Copy is King, Design is Queen.” Could you talk about that? 2. Help us understand the importance of what needs to go at the top of a sales page. What are the key elements and the reason for designing that way? 3. Could you walk us through what you do in your three-part copy review. (take your time and be as thorough with this answer as you like) 4. I've heard that you have an approach where the design can force the reader to go through the copy in a certain sequence. How does that work? 5. How do you match images with the people who will be reading the copy? 6. As a designer, what do you do to get into the prospect's head? 7. Summing up, what are the top three or four things a copywriter should know and remember about the role of design? RESOURCES Lori's website: https://lorihaller.com Lori's videos: https://www.linkedin.com/in/lori-haller-b2840717/details/featured/ Download.

27 Years Ago, pop singer Cher asked us this question: “Do you believe in life after love?” … and it promptly rocketed to the top of the charts, selling 11 million copies of the song. Today, in 2025, a better question—especially for copywriters—is “Do you believe in sales without belief?” It's a question our returning champion today, Billy Broas, has thought about a lot, and mastered the answer to. And he's written a book about it, which I highly recommend and we'll talk about later in the show. Billy has led a very interesting life. He's a beer brewer and beer judge. In fact, he started teaching cohort-based courses online 11 years ago, on, wouldn't you know it, beer tasting. But he has also done a lot in marketing, advising top entrepreneurs and working in more than 100 niches, including such unusual ones as vegan fitness, Kundalini yoga, and machine learning. He has some unique and valuable perspectives on marketing and copywriting, which everyone should know about. I'm also proud to say Billy was my mentoring client, way back when. And since then he has been successful in so many ways. But before we hear what he has to say, I think you should hear what I have to say: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. 1. How has studying argumentation changed the way you approach copywriting? 2. How do the tools of philosophy, like syllogisms, help in structuring better marketing messages? 3. What is a valid and sound argument, and why should copywriters care about these concepts when crafting their copy? 4. What is the biggest mistake content creators make when producing free content? 5. How does the Belief-Building approach tie into the Five Lightbulbs? 7. Tell us about your book Simple Marketing For Smart People Billy's book, Simple Marketing For Smart People: The One Question You Need to Win Customers without Gimmicks, Hype, or Hard Selling https://www.amazon.com/dp/B0CW1MQZXP Bill's previous podcast about his 5 Lightbulbs model of marketing: https://copywriterspodcast.com/index.php?podcast=1398 on youtube: https://www.youtube.com/watch?v=zTvfcB12CRk Download.

Two of the most confrontive words in a conversation are “Prove It!” Nobody really likes to be challenged about how true what they are saying. But when it comes to writing copy in the real world, you have to expect that prospects WON'T believe you. In fact, the more they like a claim you make, the more skeptical they will be. Why? Because of human nature. And also, because they've been disappointed before. You can almost imagine them in a cover band, screaming at you, “We won't be fooled again!” Now, there is a proven strategy to overcome this doubt and replace it with confidence. And that strategy, of course, is simply to include proof of what you say in your copy. But many copywriters don't use proof well… or they don't use enough of it… or, even worse, they don't use proof at all. Big mistake. Today we're going to take some big steps on the road to recovery. Section 1: The Psychology of Proof focuses on matching proof types to where your customers are in their buying journey. The big takeaway is that emotional and logical proof needs shift based on customer awareness - what works for cold traffic often fails with warm leads. Section 2: Building Your Proof Portfolio is about moving beyond basic testimonials to build a complete proof package. The key insight here is using data-driven elements like specific numbers and research findings to support your bigger claims rather than relying only on customer quotes. Section 3: Strategic Proof Placement teaches you where to position different types of proof in your copy. The critical point is matching specific proof elements to the exact objections they handle - like putting pricing proof right before the offer reveal. Section 4: Proof Enhancement Techniques shows how to make existing proof work harder. The standout lesson is adding context and specific details to basic testimonials, turning simple quotes into compelling mini-stories that prospects actually believe. Download.

Confidence in copywriting isn't just about choosing the right words—it's about embodying conviction in every line you write. In this episode, we explore the hidden ways self-doubt seeps into your messaging, sabotaging conversions before your prospects even realize why. From subconscious hesitations to subtle linguistic hedging, you'll discover how these confidence leaks silently erode trust and diminish persuasive impact. But awareness alone isn't enough. We'll walk through the exact mental shifts and tactical adjustments needed to eliminate uncertainty from your writing. You'll learn how to recognize weak spots in your copy, reframe fear-based thinking, and develop a writing style that projects absolute certainty. Whether it's overcoming imposter syndrome, handling client criticism, or refining your tone for maximum persuasion, this episode provides the mindset tools necessary to write with authority. If you've ever felt like something was "off" in your copy but couldn't quite pinpoint the issue, this conversation is for you. We'll break down why readers instinctively sense doubt—even when it's unintentional—and how to craft messages that inspire confidence and action. Tune in now to start mastering the inner game of copywriting.Download.

Today we look at an old and very true saying: It's not about the money you make, but about the money you KEEP. There's an old joke about a guy who loses money on every sale, but, he says, “I make it up in volume.” We're not talking about back ends or affiliate sales here. Things can go sideways in your business if you're not making enough sales, or your profit margins are too small. Or upside down, like the guy in the joke. But you've got an even a bigger problem even if you're making enough sales and your margins are good—but the sales don't stick. When people decide they don't want what they bought, you've got tons or refunds. Maybe even chargebacks. So here's the thing we're going to focus on today: You only keep the money you make when the customer decides to KEEP what they bought from you. And we'll really dig into how to keep more money by reducing or eliminating refunds and chargebacks. Recap of what we talked about: In Section 1, we talked about why buyer's remorse happens. We learned about the dopamine drop—a chemical crash that happens after the excitement of buying fades. We also saw some surprising stats—42% of Americans regret their purchases, and 74% regret online buys. We explored the reasons behind this regret, from impulse buying to fear of being scammed. In Section 2, we looked at how to use emails to reduce buyer's remorse. We talked about the importance of timing, starting with the “ownership” email within two hours of purchase. We discussed how to use small wins, social proof, and progress markers to keep customers engaged. And we covered the importance of building community by day five. In Section 3, we focused on the words you use after someone buys. We learned how small language changes—like replacing “purchase” with “access”—can shift the focus to value instead of cost. We talked about using implementation language to guide customers toward action. And we explored how ownership language and progress messaging work together to build confidence and satisfaction. When you put all of these strategies together, you create an experience that keeps customers happy and engaged. And that's how you can stop refunds and chargebacks before they even start. Download.

We're past the point of wondering about or fearing AI when it comes to copywriting. At this point, the big question is: What do I need to know, do and have to make it work for me? I say that because copywriters at all levels of skill and in all niches are using AI in all kinds of ways. It's no longer the new new thing. It's a part of the business, and it continues to grow in importance and ability to do more and more complex things really well. But you have to grow with it. Many people think they can say “write like the world's greatest copywriter” and AI will read your mind. It won't. It will read millions of pages of data in its own library and they may or may not have anything to do with what you think great copy is like. So we decided to put together a show today to talk about three things you need to get AI working for you with copywriting. So you can avoid the frustrations of the past. Those three things are: Mindset Skillset And Toolset. Here's a recap of what we talked about today: Mindset -Look at it as an assistant or a partner, NOT as a genie in a bottle -Realize you need to tell it WHAT to do and WHAT NOT to do, in much greater detail and with much greater precision than you thought… if you want to get the results you're looking for -AI knows everything, so it knows nothing. It needs guidance and you need to stay on your toes. It will and can make things up or just get things plain wrong Skillset - Writing initial prompts or sets of prompts. Only way I know to do and save sets is poe.com, but there are probably others - Knowing how to ask for what you left out in prompts, and how to use the information you get back. AI will tell you what you need to know if you ask. - Knowing how to push back when the AI isn't delivering or is delivering the wrong information or other output. Sometimes it's prodding, sometimes it's coddling, sometimes it's negotiation, and sometimes it's scolding. Toolset - Poe.com is really helpful. You can store prompt sets, you can use different AIs, you can include a lot of information in a given task. (Give examples of different ways to use Poe) - perplexity.ai is great for research with verifiable links - Novus AI mastermind. We're both members, I'm a partner, we're both there each week. Gotten a lot out of it and expect even more in the future! Resource: Novus AI Copywriting Mastermind: https://docs.google.com/document/d/1f_6Vbuy70Y0qts_j-ocJjO8LUwRCc8h-lKrkh6bkSJ0/edit?usp=sharing Download.

We have a very special guest today. A legend among insiders, Caleb O'Dowd is a master marketer and copywriter. He has been launching and scaling businesses from zero to seven figures and eight figures, through the smart use of great copy and strategic sales funnels. In more industries than I can count. Including some of the most brutally competitive. I was thrilled when Caleb agreed to come on Copywriters Podcast for many reasons, especially the one that he has written a new book: Monetization: How To Optimize Sales Funnels and Skyrocket Backend Profits. Caleb also had the rare and prized opportunity to work with famous copywriter Gary Halbert a while back, and their time together alone makes for a world-class education in direct marketing and copywriting. Hang on tight. This is going to be a great show! -- Caleb's book: Monetization: How To Optimize Sales Funnels and Skyrocket Backend Profits. https://www.amazon.com/Monetization-Optimize-Funnels-Skyrocket-Backend/dp/B0CWQMM5PZ Download.

At the highest levels of copywriting, big financial publishers ask copywriters to do a “re-lead” when they want to increase conversion on a proven offer. What's that? A re-lead is basically a reframing of the intro to a sales letter, in the hopes that the reframing will spur greater sales. And it's probably no coincidence that when my mentoring clients show me copy they're having trouble with, the first thing I look at is the headline and lead. A revamping of those two things — the beginning of the sales letter — will fix a conversion problem more often than any other fix. Today, we're going to take a systematic look at three ways to reframe your headline and lead, in search of greater conversions. It's a great way to start the New Year! Just as this is a great way to start copywriters podcast: Download.

You could say the purpose of a sales funnel is to create desire that leads up to a sale, but these days, if that's what you say, you've left out an important part. A part that very well could make the difference between a sale and no sale. With trust in general at such an all-time low and the feeling of isolation so rampant, people want a little more. They want to feel like you, as a business or a businessperson, care. Both about them personally, and the things they care about. You don't need to be the personal Oprah of their very being. You're not granting them wishes or completely improving every aspect of their lives. But if you've got a good offer, you're improving some aspect of their lives. And if you can create a relationship in your messaging that includes the spirit of caring, your sales will do much, much better. Here's a recap of what we'll cover on this episode: -First Contact: Making the Right First Impression How to identify and speak to your prospect's immediate pain point Creating an irresistible entry-level offer that proves your value Writing headlines and leads that filter for qualified prospects -Trust Building: Using Proof Effectively Structuring testimonials for maximum believability Demonstrating authority without bragging Using specific numbers and results to overcome skepticism -After The Sale-Keeping The Customers Happy Writing follow-up sequences that reinforce buying decisions Creating quick wins to build momentum and satisfaction Setting expectations for the next offer in the sequence -Moving Customers Up Your Price Ladder Timing and positioning your next offer Using past purchase history to personalize future pitches Building exclusivity and status into higher-tier offerings Download.

Our returning champion is Brenna McGowan, the master of the pre-launch. Today she's going to tell us about a special pre-launch technique called Anticipation Marketing™. Perhaps the best advantage it gives you is it puts you front and center in your prospects' minds, and at the same time gets them eagerly looking forward to getting the full details about what you're going to launch. Maybe even more important is that it revolves around one word: Trust. As we've talked about here before, and as you know, right now trust is at an all-time low. Lots of reasons for this, but you don't want low trust to interfere with your launch. Anticipation Marketing helps you build trust by gradually getting them familiar with your new offer, in an unobtrusive and exciting way so they just can't wait for the launch itself! Your free personalized launch calendar from Brenna: https://brennamcgowan.co/launchcalendar Download.

It's the day before the day of the night before Christmas as we put this on the air, and a very unknown year looms ahead. One thing for sure, no matter what happens: The market will be more unforgiving in 2025 than it was in 2024. Why? It's simple. Competition keeps growing. So does impatience among almost all consumers, and mistrust among many of them. What this means to you, as a copywriter, is now more than ever, you can't afford to do a half-assed job on your copy. Sounds pretty bleak and terrifying, I know. But wait? What's that whooshing sound? It's Copywriters Podcast to the rescue! You see, we've put together 10 absolute “musts” for your copy to give it the tippy-top chance of converting to a sale. And we're going to share all of them today on the show, and even in the show notes so you won't forget anything. Here are the 10 MUSTS: 1. Remember your copy is about your prospect and how your product will improve their life. It's not about you, your business, or your product. 2. Make a list of the biggest objections, starting with the strongest and most common. Make sure your copy answers every one of the objections. 3. Write drunk, edit sober. Don't literally get drunk. Just go wild when you write. Put all your passion and intensity into it, and dial it back when you edit. 4. Sell results, not the process it takes to get the results. You can explain the process briefly later on, but focus on the results for the prospect. That's what they're buying. 5. Use the word “you” and at least twice as much as the words “me,” “my” “us” “ours” and your company and product name. We have two ears and one mouth for a reason. 6. Close all your loops. If you mention a problem, solve it. If you make a claim, prove it. Loose ends that don't get tied up lead to sales that don't get closed. 7. Use people in your copy. Don't say, “helps build muscle.” say, “Helped Bob pack on 10 pounds of muscle.” 8. Use proof early and often. Right away if you can. People are skeptical and proof helps them relax so they can feel good about buying. 9. Use lots of white space. One sentence paragraphs sometimes. Maybe all the time. Make it easy to read. 10. Write your headline last. Sometimes you don't really know what your copy's about until you've written it. You'll have a better headline if you know what it's leading to before you write it. Download.

So, we're right in the middle of the Christmas shopping season as we come to you this week, and I'm wondering: Have you figured out how to delight your customers and fatten up your bank account? If you haven't you're not alone. Many copywriters and businesses don't know exactly what to do to join in the holiday buying and selling fun… so they don't do anything. Which is a shame, because there's a ton of people out there just looking for a good excuse to buy something. So this podcast is my gift to you. It has enough practical how-to content to be a paid product, but since you are loyal Copywriters Podcast listener or viewer, we're going to give it to you so you can join in the fun for the next few weeks… if you want to. Now, one word of warning. We're going to give you 11 last-minute ideas. Some of these are as easy as pie to implement. Other ones require a lot of fine-tuned skill and the ability to handle some high-precision operations all at once. I'll warn you about which ones are not for the faint of heart, or for beginners. But one thing I can promise you before we start. There's something for everyone on today's show, and it could lead to a little holiday bonus for your business in the next few days, if you do it right. Here's a recap of what we covered. Details in the show itself: 1 The 24-Hour Flash Sale: Create urgency with a one-day 30% discount, supported by three perfectly timed emails. 2 Smart Bundles: Combine multiple offerings at a 20% discount to increase average order value while delivering high perceived value. 3 For The Last-Minute Buyer: Target procrastinators with premium-priced, instantly deliverable solutions during the final pre-Christmas rush. 4 Christmas Countdown Special: Transform the final week before Christmas into a series of daily changing offers that build anticipation and repeat visits. 5 Holiday Delivery Guarantee: Turn shipping anxiety into a competitive advantage by offering guaranteed Christmas delivery. 6 Give Yourself A Gift: Capitalize on the December 26-31 period by targeting self-purchasers with gift money and cards. 7 Gift Card Bonus: Offer gift cards with bonus value that drives January visits and increases total spending. 8 For A Good Cause: Link purchases to charitable giving to tap into holiday generosity while building brand loyalty. 9 Don't Leave Yourself Out: Legitimize self-purchasing during holiday shopping with "one for them, one for you" promotions. 10 New Year, New You: Bridge holiday spending with New Year's planning by offering Christmas buyers exclusive January access to a special self-development program. 11 Peace In The Family: Address holiday stress by packaging gifts with stress-management solutions in a sensitive, solution-focused way. Download.

For the copywriting word of the year, I'd like to nominate the word “authenticity.” It's a big deal right now. People talk about it a lot. I will give you an example on today's show of how an accidental Facebook ad created more engagement than anything else I've ever seen. I went over the ad with my clients and we figured out that it was the way they used authenticity in the writing of it that touched so many people and inspired so much response. These days, slick marketing is on a steep decline when it comes to effectiveness. People are wary of high-powered pitches and over-the-top promises, more than ever before. Remember the old Who song, which is now the intro to CSI Vegas, “Who Are You?” In part, it goes: Well, who are you? I really wanna know Tell me, who are you? 'Cause I really wanna know I think they were decades ahead of their time when they released this song in 1978. Because it seems every prospect has this question on their mind before they will consider buying from you. And authenticity will get you a long way to a satisfactory answer and help them become a customer. Download.

Have you ever heard a song and thought, “Dang! How did they do that? I wish my copy was that catchy!” Well, Nathan and I have thought the same thing and in fact pondered the similarities between writing a song and writing copy. You see, we're both songwriters. We stoutly assert that we are both amateurs at this. At one point, music was Nathan's business. I never got that far. It's always been just a hobby for me. But I have studied and tried intently. Just turned out that wasn't my path. However, once you start with music, you can't leave it. Or, it never leaves you. So we both live with music inside us, all the time. And today, we thought we'd talk about what we learned from songwriting and how a great song compares to a great piece of copy. The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ Download.

Ever wonder why some copywriters consistently crush it while others struggle to get conversions? This episode dives deep into the Five Stages of Copywriter Awareness—a transformative framework that shows the path from instinctive, mediocre copy to breakthrough results. If you've ever felt like your copy was missing something, this episode will pinpoint exactly where you're stuck and how to advance. Starting at Stage One, you'll learn why writing based solely on your own perspective often falls flat and how the shift to understanding your audience begins at Stage Two. But even surface-level audience insights won't cut it if you want to create reliable winners. That's why we explore the leap to Stage Three, where systematic research transforms your understanding of what your prospects truly want. In Stages Four and Five, the game changes. Here, it's not just about gathering data but analyzing it for hidden patterns and emotional drivers that resonate deeply with your audience. You'll discover how advanced copywriters use strategic testing and ethical swiping of structures—not words—to craft high-converting campaigns backed by data, not guesses. By the end of this episode, you'll have a roadmap to move beyond your current plateau, sharpen your skills, and write copy that performs at the highest level. Whether you're just starting out or looking to join the ranks of elite copywriters, this episode promises to give you the tools to elevate your craft and your results. Listen now to unlock the next stage of your copywriting journey.Download.

Once you've finished your copy, the anxiety begins. And it almost always boils down to the answer to this question: How good is this copy–really? When people ask me to critique their copy, they're often amazed at how quickly I can get to the heart of things. Once I have an overall opinion, I'll drill down to a lot of specifics. But I think it's important today not to talk about those specifics, but instead to talk about that quick take. How do you know if it's any good to begin with? I'm going to give you useful answers to three questions today: 1. How can you get a quick sense of whether copy will convert or fall flat? 2. What mistakes do newbie copywriters make that immediately signal they still have a lot to learn? 3. How do you develop the ability to have a gut feeling on whether copy will work or not? Link to AI Copywriting Mastermind: https://vip.getmynovus.ai Download.

Today we're going to do another episode of “Just because it's a story, it's not a hero's journey story.” What I mean by that is, many people have been misleading copywriters and salespeople for a while now. Saying, if you're going to tell a story, it's got to be a hero's journey story. As you may know, in my book The Persuasion Story Code, I show 25 types of stories that are decidedly NOT hero's journeys. That actually come from successful sales letters and other direct response copy. That you can adapt and use in your own copy. Today I want to focus in on stories where you walk a mile in your prospect's shoes. These are from Chapter 4 and the shorthand name for these stories is “empathy stories.” They're tremendously useful in gaining trust and connection with your prospects. Which is very important in these extremely low-trust times. Not only that. I've added a fifth kind of story which is not even in the book! So we've got a lot to cover today. Here's what we cover in some useful detail: STORY TYPE 1: I KNOW YOUR PAIN This is an empathy story that describes your prospect's pain or problem. STORY TYPE 2: I CAN SEE WHAT YOU SEE This is when you tell a story about a top of mind topic and how it affects your prospect. STORY TYPE 3: I FEEL YOUR PAIN What you're doing here is revealing an experience of your own that will ring a bell with your prospect and their experience. STORY TYPE 4: THEY'RE INFLICTING PAIN ON YOU This is the opposite of a personal story involving you. It's a social story where you are not personally involved. STORY TYPE 5: LOOK! SOMEONE ELSE IS IN PAIN! In this kind of story, the writer and the reader are actually distanced, as observers. The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ Download.

It's become so common we don't even think about sometimes, but subscription products have really taken over our world in a way no one could ever have predicted. And along with them, new demands and new opportunities for copywriting. If you look at the past, you'll see a lot of promotions were based on a single sale, with the copywriter or the business HOPING that the customer might buy the upsell. These days, recurring revenue is just a matter-of-fact business model. The question is, how do you not only sell people into a continuity program which bills them month after month, but get them feeling good about paying over and over? That's what we'll look at today. Download.

If you would like your lead magnets to perform better and get you more qualified prospects and customers, wouldn't it make sense to look at the most popular form of engagement in the world for some clues? I'm talking about video games. According to the sports and gaming platform Sportskeeda, last year gaming was a $396 billion industry. Movies, $284 billion and music, only $28 billion. Marketing logic tells us that video games are so popular because they give people something they want that maybe they can't get anywhere else. And guess who's figured out how to design lead magnets for businesses the exact same way? No one less than our own Nathan Fraser, who's going to share with you some new secrets about designing wildly successful lead magnets using video game principles. More info about this in Nathan's Skool Marketing group, free for the time being, https://forbiddenmarketingsecrets.comDownload.

Four months ago, I was completely skeptical about AI and how it would ever fit into copywriting. I saw a post on LinkedIn by Brian Halpin, a copywriter working in Jason Parker's agency. Brian talked about some unbelievable results, nearly one million in sales, that they had gotten with a VSL that was 80% written by AI. I've known Jason for more than 10 years, and Brian's post piqued my interest. Jason agreed to come onto the podcast to talk about what he was doing. Nathan insisted we bring Jason on again to explain further, and after the second show, Nathan and I were so astonished by what he was saying that we both signed up for his Jason's AI Copywriting Mastermind. I have found it was a risk worth taking. Because I have learned so much about what is possible, including for me, that I've completely changed my mind about AI and the future of copywriting. Now that we've had a lot more experience with results, we wanted to bring Jason back along with Scott Zetlan, another returning champion to the show, to bring you up to date on what we've learned about - What AI can do with copywriting - What AI can NOT do with copywriting - And most importantly, what AI CAN do that we NEVER thought it would do. For today's special edition of the podcast, Nathan is going to lead the show and interview the three of us, so I'll get a chance to talk about what I've learned. 4 points cover: 1. How much time it saves in creating copy and content 2. How we're making the AI an extension of our brains – writing in our voice, creating an experience of writing like it's the person who's operating it 3. How long it takes to write a sales letter that converts, that would normally take a good copywriter 2-3 weeks to write 4. The dangers of “having a conversation” with AI to develop your hook, structure, idea, pitch 5. How much editing the AI's output requires Link for more information about the Mastermind: AI Mastermind Download.

The term “cult” has become such a loaded word lately. People who aren't members of certain groups call the groups a cult, and the members of those groups resent and deny it. Yet, are all cults bad? Maybe some are, maybe some aren't. But on today's show, Nathan Fraser is going to talk about a special kind of cult that, in his view, is not only GOOD — but actually necessary to the survival of some of his clients. We've got to admit, these are not what you usually think of when you hear the word “cult,” but once you hear what Nathan has to say, you may look at the whole idea in an entirely different light. Find out more about Nathan's Forbidden Marketing Secrets group on Skool: Cult-ure Builders. http://forbiddenmarketingsecrets.com/ Download.

Ever wonder how to set yourself, your product, or your business apart? It's a big puzzle these days. The best general advice I've heard is from recent podcast guest Scott Zetlan: “Different is better than better.” It almost sounds silly, but in the super-competitive marketplace, where products live in the real world, it's not silly at all. It's actually profound. Because here's what it means: When you can show something DIFFERENT about what you're offering that MAKES A HUGE DIFFERENCE to your prospect, you have just increased your chances MASSIVELY of making a sale. Now, the problem is: What kind of difference will appeal above all others to your prospect, and how do you use it to describe your product? I have an answer to that question. And a method to find out what that difference is. Links: The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ Critiques and coaching: https://garfinkelcoaching.com Download.

Job one for a copywriter is getting and keeping attention. We always give that our best shot. But there are some situations where you need to do this more intensely, and you don't want to come across like a screaming insane person yelling loudly just to get attention. So we need to come up with some unusual techniques, to increase the intensity without pushing our prospects away. That's what today's show is about. I've identified five unusual copy techniques that are especially helpful for cold traffic and introducing new products. They are a bit exotic, and you'll find at least some of them extremely useful the next time you write copy. Download.

Today we're going to talk about two words that can change your writing forever. Not just your copywriting, but especially your copywriting. One word is a first-grade word and the second word is a fourth-grade word, according to people who seem to know about those things. The words are “but” – with one ‘t' – and “therefore.” Why are these words so important and who, besides us, says so? It's because these words can take a boring string of sentences and make them interesting. They can add conflict, and consequences, to a story with as few as three sentences. We'll show you why and how, and how this is true from stories around the world, in a little bit. The key thing to know now is that the creators of the cartoon show South Park, Trey Parker and Matt Stone, have been flying around the country explaining how these two words make the difference between boring and a really good story. I saw a one-minute video on TwitterX of these two talking to some students at New York University, and I instantly realized, this is something for Copywriters Podcast. Because what they are teaching, which we will get to in a moment, not only applies to stories, but also to many other parts of copy. Therefore, we'll be talking about these two words today. See what I did there? Resource: The Persuasion Story Code http://shorturl.at/pzAEQ Download.

You know FAQs – that list of frequently asked questions, and answers? Are they a copywriting chore you would just as soon avoid? Well, today I'd like to offer a different way to look at them. As a huge, and mainly underutilized, marketing opportunity. I want you to consider this possibility: An FAQ section doesn't just inform. It also persuades. But not in a cheesy, ham-fisted kind of way. See, it is possible to inform while persuading, and we'll look at how today. Download.

OK, finally. You've got your copy written. At least your first draft. Now what? That's what a subscriber to the podcast asked me on youtube a few weeks ago. The best I can do to answer that question is tell you how I look at copy, whether it's my own, or a client's. Today's show is about a series of steps I go through to review copy with a mentoring client or in a one-off copy critique. Some of this may be familiar, but listen for the parts that aren't. Adding those parts to your routine could end up taking your finished copy to the next level. We go into depth on the podcast, but here is the complete set of lists from the show: 4 important things to look for first 1. Who is the prospect? Who is not? How would you know if you tripped over them? 2. Empathy 3. Rule of 1 - Golden Thread 4. Continuity and Smooth Transitions 5 Key Elements Of Copy 1. Headline 2. Opening 3. Proof 4. Offer 5. Call to action Getting the words right 1. Do you use easy, simple-to-understand words? 2. Variety in sentence, paragraph length—and bolding 3. Flesch-Kincaid grade level 4. Images, emotions, physicality of descriptions 5. Conversational phrasing and actual dialog Readability formulas, mentioned in the show: https://readabilityformulas.com/ Mentoring and critiques: https://garfinkelcoaching.com Download.

These days, things in copywriting are changing so fast it can make your head spin. Junior copywriters aren't sure there's a career path, because of AI. Experienced copywriters are finding clients have different and sometimes confusing demands that you never would have heard five years ago. Our special guest today, Scott Zetlan, has some answers for junior copywriters, experienced copywriters, and everyone in between. That's because he's seen and done so much in business, both old school and online. Scott has helped hundreds of businesses grow and scale fast, using innovative testing techniques. Scott's company, Visiopt, has a tool that lets businesses run a single test equivalent to a whopping 4,317 split tests, allowing for rapid optimization that leads to profits and new opportunities. Scott's also an expert in writing copy that converts cold traffic. He's agreed to come on the podcast to talk about a new model of survival and success for copywriters, based on his wide span of expertise and his current in-the-trenches experience. Scott's company: https://visiopt.com/Download.

One of the hardest things for copywriters and business owners to get right is running ads to cold traffic on Facebook and Instagram, and making those ads profitable. If you've tried this for yourself, I think you know what I mean. So does today's guest, who has discovered some important techniques that work and has also discovered the mistakes to avoid, and is going to share valuable info about both with you in detail. Our special guest today is Travis Moh, a media buyer who understands copywriting as well as the mysterious world of online funnels and different types of campaigns. Travis is responsible for more than $25 million in tracked revenue over the last three years. He says, “most clients I work with come to me after they've been burned by large ad agencies, because they like my in-house, in-depth approach much better.” Travis also coaches other media buyers and business owners, and he's going to let us in on some of his hard-won knowledge today. But first, let me let you in on something you may have heard before: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Links to Travis's courses: Agency Owners / Media Buyers Segment: https://mediabuyingpro.com/agency Course Creators / Coaches Segment: https://mediabuyingpro.com/adsforcoaches Download.

I would say our guest today Will Siebler takes a Zen approach to copywriting. On the home page of his website, he has a picture of a lonely but sturdy coffee cup on a table. On the coffee cup is the word “Begin.” But the shimmering peace is shattered by a few words overlayed on the picture: “I'm Will. I write words that make your clients say, ‘Shut up and take my money!'” It's a quiet confidence you just don't see that often in copywriters. Will has had his own marketing and copywriting business since 2003. He knows how to get big results, too. He helped a commercial cleaning go from $1 million a year in revenue to $5 million by using a simple direct mail strategy aimed at their best client type. Online, he recently helped a building design client reduce their cost per conversion from $1,168.58 to $132.72 and, he says, we're just getting started. I met Will on LinkedIn, and a few weeks ago he shared a two page document with me that he's spent years putting together. It's not a sales letter. It's a cheat sheet of what he calls “the greatest copywriting wisdom” he's come across in 30 years. And he's boiled it down to the nub. I asked Will to come on Copywriters Podcast to talk about it, and he agreed. Because he's in Australia and Nathan and I are in the US, we are recording this much later in the day than our usual time. That's why there's a screen behind me to block out the late afternoon San Francisco blazing sunlight, if you're watching this on youtube and you wondered, what's that screen doing up there? Will's website https://www.cashcopy.com.au/ Download.

Listen to this: “A perfect summer day is when the sun is shining, the breeze is blowing, the birds are singing, and the lawn mower is broken.” That's from author and sportswriter Jim Dent, and it perfectly captures how a lot of us feel in the summertime. Lazy and happy to be so. And that's fine. But don't mistake your state of mind for the state of business. While more retail sales happen in November and December than they do in July and August, business is still very active. People want things. People buy things. Did you buy or sell anything in the middle of July, on Amazon Prime days? I know I sold a bunch of books. Well, that means somebody bought them. Business lives! And not just for me and book buyers. What I'd like for us to do today is talk about how you can take advantage of the summer and the other three seasons in your copy and in your overall marketing. use any time of year! Link to The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ Download.

It's a double-edged word that doesn't get talked about enough. And that word is: confidence. It definitely has a bad connotation, as in “con artist” or “confidence man.” But on the flip side, and with a different meaning, it's a very important, positive word. I would say in some very straight-laced business circles, it's the only emotion you can talk about freely without raising eyebrows or causing questions about your strength and resolve. Most important of all, though, is that confidence can make the crucial difference between failure and success in copywriting. At three levels: The copywriter level, the client level, and the customer level. We've talked about confidence before on this show, but only in passing. Today we're going to stand still and focus just on confidence and copywriting. The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQDownload.

As a copywriter, sometimes your biggest problem is that your prospect doesn't have a problem. Well, that's not exactly it. Actually, sometimes your biggest problem is when you don't KNOW what your prospect's problem is… and how to communicate to them in a compelling way that your product can solve that problem. And if you can show convincingly that you can solve that problem better than anyone else, or in a new and unique way that's of course different from how everyone else does it—even better! That's what we're going to talk about today. How your customer's problem is actually your best friend. You can find out how to write great problem/solution stories, and a whole lot more, in The Persuasion Story Code https://shorturl.at/pzAEQ Download.

Does the world turn upside down when you are writing copy for prospects with money? The first time you do it, it sure seems that way. And there's a good reason for that. The rules are different for writing that kind of copy. Does that mean that the core basic aspects of psychology are different for rich people than they are for everyone else? Absolutely not. The core basic aspects are virtually identical. They're pretty much the same for all humans. But overwhelmingly, the mindset of a person with money is worlds apart from the mindset of a middle-class person and a working-class person. And, as copywriters, we've been trained with materials that assume we are selling to ordinary people, not the well-off, the rich, and the super-rich. Nathan was working on a personal development offer for high-end prospects, and it occurred to him that the copywriting rules are completely different when you write for them than when you write for middle-class or working-class prospects. What we want to do on today's show is to talk about those differences and suggest how each listener can improve their skills and adjust their mindset when they get to write offers to this customer group. Contact us: Critiques, David https://www.garfinkelcoaching.com/copy-critiques/ Nathan: https://advertisingcheatcodes.com/advertising-alchemist/ Download.

In this episode, we dive into the concept of transformation in marketing, revealing why it's the secret ingredient behind successful campaigns. We'll uncover the types of transformations—physical, emotional, and social—that resonate most with audiences. Learn how to identify the most compelling transformation your product offers and how to overcome the natural resistance people have to change by highlighting the significant benefits. Discover the art of simplifying your transformation story, making it easy to grasp and irresistible to your prospects. We'll provide vivid examples to illustrate the power of clear, concise storytelling, and share practical tips to help you create copy that paints a vivid picture of the life-changing impact your product can have. Join us as we dissect iconic marketing campaigns like Nike's “Just Do It” and Apple's “Think Different” to understand how these brands used transformation to captivate their audiences. We'll also look at how the "Got Milk?" campaign subtly but powerfully shifted perceptions, transforming milk from a boring beverage to a cool, essential part of daily life. By the end of this episode, you'll have the tools to harness the power of transformation in your copywriting, making your marketing messages more powerful and effective. Don't just sell a product; sell a better future. Tune in and start creating compelling narratives that resonate with your audience and inspire action. And get your copy of David's new book, The Persuasion Story Code, at https://www.amazon.com/dp/B0CFD2KXNQDownload.

In theory, AI should be able to do anything you tell it, including write good copy for you. In practice, AI does what you give it instructions to do. And finding the instructions to give it that will make it write in compelling, simple conversational English… looking for those instructions has been like the search for the Holy Grail. At least for me. Until now. Three weeks ago we had our returning champion on for the first time, Jason Parker. Nathan and I got so excited that we both signed up for his AI copywriting class. Not cheap, but worth every penny. I've been cranking out so much good writing since then, it makes my head spin. And I'm still getting my bearings. What Jason has done, that I haven't found anyone else can do to nearly the same degree of proficiency, is give the AI prompts that precisely instruct the AI to write copy that sounds like a human talking. Nathan and I desperately wanted to have Jason back to talk about this, and Jason agreed to share his five favorite prompts today. Well, not exactly prompts. A tad wee bit more than that. What he calls “prompt chunks.” We'll be sharing these with you later, no strings. And we've got a lot to talk about today. Contact Jason: Jason (at) ParkerKirkland.com Cheat sheet with five prompt chunks: https://docs.google.com/document/d/1saLVuzeRK6ZRjNCtDeFIknoioZhOedWWDHnz1NI2XHc/edit?usp=sharing Download.