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This podcast reveals the insider secrets of advertising copy that makes money. Insights into the highly profitable world of direct response marketing. Hosted by the World's Greatest Copywriting Coach, David Garfinkel.

David Garfinkel

    • Sep 26, 2022 LATEST EPISODE
    • weekly NEW EPISODES
    • 450 EPISODES

    4.9 from 77 ratings Listeners of Copywriters Podcast that love the show mention: dan kennedy, jay abraham, million dollar, fortune, david's, nathan, thank you david, instruction, secrets, coaching, examples, sell, lucky, teaches, ton, gold, free, delivers, lessons, marketing.

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    Latest episodes from Copywriters Podcast

    Sales Funnel Cheat Codes, with Nathan Fraser

    Play Episode Listen Later Sep 26, 2022

    He's back -- and I'm talking about Copywriters Podcast's very own, Nathan Fraser. Nathan's out with a new book, Sales Funnel Cheat Codes. This is my favorite book of his so far, because it's so right-on target and full of useful strategies and tactics for putting together a sales funnel that works. The book is chock-full of systems, funnel diagrams, strategy, and simple rules to save you from a lot of mistakes and help you make a lot more money. We had a lot to cover on today's show. Here's what I asked Nathan: - What led up to you writing this book? - What's the worst-performing funnel you ever created? - What's the best-performing funnel you've ever created? - You have an interesting statement in the book: “Advertising is the art of buying customers.” What do you mean by that? - You mentioned that how-to articles and product comparison articles are great places to run your ads. What did you say that? - Who was Monster and what did he teach you about how great ads work? - Could you give us some tips about advertising to customers in the five levels of awareness? - Tell us more about the book! You can get Sales Funnel Cheat Codes here: Download.

    Proven Headlines from John Caples, Part 2 - Old Masters Series

    Play Episode Listen Later Sep 19, 2022

    OK, we're back with part 2 of deep headline wisdom from Old Master John Caples and his book “Tested Advertising Methods,” originally published in 1932. Last week we covered the first half of his chapter called “Twenty-nine formulas for writing headlines,” and like I said last week, this chapter is pure gold and no fat. This week we cover the second half. There was simply too much in one chapter to cover it all in one show. Now these formulas are simple, and in most cases you have to do the heavy lifting. They are formulas, but not templates. He shows you where to start, which is always half the battle when you're writing anything. So today we're going to cover the second half of Chapter 5 in Caples's landmark book, “Tested Advertising Methods,” 4th edition. Two groups of headline formulas in the second half of the chapter that, for me, are more fun and more interesting than the ones we covered last week. Don't get me wrong. The ones we covered last week, which I summarized just a moment ago, are very powerful and very effective. I just don't think most of them offer as many creative possibilities, that will still get results, as the ones we're going to cover today. And to be sure, your headline does not need to be quote-unquote creative. It just needs to be fresh and interesting enough to work. But, after all, if you can have a little more fun coming up with it—no harm in that! To emphasize how important headlines are and what a tightrope you're walking with them, let's start with these powerful fourth paragraphs from the Chapter 3 “Right and Wrong Methods of Writing Headlines” in “Tested Advertising Methods”: Remember that the reader's attention is yours for only a single, involuntary instant. He will not use up his valuable time trying to figure out what you mean. He will simply turn the page. Do not run advertisements without headlines. Some advertisers do this in the mistaken notion that it is smart, modern, and sophisticated. Because they do not test their advertising, these advertisers do not realize that about the only person who reads their copy is the proofreader, who is paid to read it. --- And this is something you should commit to memory, what he says next: -- You can't expect people to read your message unless you first give them in the headline a powerful reason for reading it. To run an advertisement without a headline is like opening a store without hanging out a sign to tell people what kind of store it is. A few customers may come in the store, but many prospective customers will be lost. If there is any exception to this rule, it is where an excellent picture of the product is used. For example, a beautiful, four color picture of delicious peaches with the name Del Monte at the bottom of the page conveys a message without a headline. Here are the 15 formulas we cover today: 1. How to 2. How 3. Why 4. Which 5. Who Else 6. This 7. Wanted 8. Advice 9. Use a testimonial-style headline 10. Offer the reader a test 11. Use a one-word headline 12. Use a two-word headline 13. Warn the reader to delay buying. 14. Let the advertiser speak directly to the reader 15. Address your headline to a specific group or customer Download.

    Proven Headlines from John Caples - Old Masters Series

    Play Episode Listen Later Sep 12, 2022

    Today we go deep into the headline wisdom of Old Master John Caples and his book “Tested Advertising Methods,” originally published in 1932. What's so important about this book for today's show is, it contains a chapter called “Twenty-Nine Formulas For Writing Headlines,” and this chapter is pure gold, no fat. It's hard to appreciate the immense value of what he says in this chapter. I had to go through it several times to make it into podcast material. It's clear and simple, but it's dense. In fact, there's so much there that I couldn't fit it into one podcast. We'd have to cover one formula a minute. Going that fast would make it incredibly hard to develop useful ideas. It would all go by in a blur. So today is Part 1. We'll cover 14 formulas. And we'll cover the other 15 next week. By the way, don't get intimidated by the word “formulas.” While Caples is accurate in describing them that way, they're MUCH easier to use and understand than you might imagine. Now the headline formulas are in the last of four chapters about headlines. And it really makes sense to devote that much space in a book to the subject. Because headlines are BY FAR the most important part of your ad, and account for as much as 80% of how effective it is. To put the formulas in context, let's quickly talk about the key points in the three chapters that lead up to the fourth chapter. You could go horribly wrong if you didn't follow the guidance he has in those three chapters. The main thing he says is that headlines need to speak to the self-interest of the reader. Sounds simple enough, but so many headlines fail this simple test. Because… what is self-interest? In advertising, self-interest is what your prospect already wants or doesn't want. Either something they want to move toward, or something they want to move away from. We'll have a number of concrete examples of this as we move forward. The most important thing for now to get is: you may think something your prospect should want, or needs to figure out is self interest—but it's not. Self-interest needs to be basically primal. Direct. Immediately recognizable. Primal things people want to move towards are things like: Money, health, popularity, prestige, pride. And primal things people want to move away from are things like: Threats, disrespect, loss of freedom, illness, pain. Stuff like that. Remember, copywriting is about what people instantly respond to, not what you think they should respond to. And all of this applies to headlines, especially. Keep in mind what I just said as we go through the formulas and the examples. Curiosity, which definitely attracts attention, does not usually set the frame for the copy by itself the way a good headline needs to do. However, curiosity combined with self-interest can work wonders. Again, more about this in a minute. And two other ingredients that work incredibly well when combined with self-interest are: - Quick and easy - News. Here are the short-form formulas, which we cover in depth on today's show. 1. Announcing 2. Announcement Quality 3. New 4. Now 5. At Last 6. Put a date in your headline 7. Write like a news headline 8. Feature the price in your headline 9. Feature reduced price 10. Feature special merchandising offer 11. Feature and easy payment plan 12. Feature a free offer 13. Offer information of value 14. Tell a story and next week, we'll cover the other 15. Download.

    Why They Don't Believe You-How to Fix It—Old Masters Series

    Play Episode Listen Later Sep 5, 2022

    Our Old Master today begins a chapter of one of his books with this question: How do you cope when readers do not believe what you have written? And, he answers it: You plug the gaps where belief leaks out. Sounds like a great plan, but it leads to two more questions: 1. What are those gaps? and 2. How do you plug them? Now what's especially interesting about this Old Master is that he's not a copywriter. But he is a very successful writer and, for my money, the best teacher of how to write fiction you can find anywhere. And, even more interesting -- the gaps where belief leaks out for fiction writers are largely the same ones that cause problems for copywriters. And so are the fixes. I've tweaked his ideas ever so slightly to make them a perfect fit for copywriters. Our Old Master was named Dwight Swain. We talked about five mistakes Dwight Swain identified in the chapter “The Dynamics of Disbelief” from his book “Creating Characters: How to Build Story People.” His main point in the chapter is, when you've done everything else right, if your editor doesn't believe the story could have actually happened, then the editor knows readers won't either, and therefore the editor won't buy your story. Good stories are believable, even though, if they are fiction, they never really happened. There's a phrase, “the suspension of disbelief,” that describes the enjoyable experience we have when we're watching something on the screen that we know is not actually true, but it's done well enough so we can pretend that it is. In copy, the same thing applies, with a twist. We're not telling a story strictly for entertainment, at least not in direct response copywriting done right. We're making a claim and we want to make it believable enough so that people take the action we ask them to take. At least some of them. Dwight Swain was one heck of a writer. Pulp fiction, magazine articles, screenplays, novels, and lots of other things besides some great books to help other writers. Here's a recap of the five mistakes we covered in detail on the show. Though you may already be familiar with the terms, in Swain's view of the world, they have very specific meanings I haven't heard about much elsewhere: Mistake #1: You fall out of viewpoint Mistake #2: You fail to do enough research Mistake #3: You're telling, rather than showing Mistake #4: Gaps between motivation and reaction Mistake #5: Not “planting” Dwight Swain's book: Creating Characters-How to Build Story People Download.

    Full Funnel Nudity, with copywriter Kyle Jordan

    Play Episode Listen Later Aug 29, 2022

    Our guest today, Kyle Jordan, has a website where he breaks down online ad sequences. The series of breakdowns is called “Full Funnel Nudity.” We'll get to that soon enough, but first, about Kyle: His first client five years ago was a technical marketing course company called Data Driven Marketing. As a copywriter and marketing strategist, Kyle increased the traffic to their website by about 400%; doubled the size of their email list in one year; and helped them come up with six new products. But most important, with this first client, Kyle learned the technical side of online marketing from a copywriter's point of view, in a way that few others have. This know-how led to his specialty, which he calls Funnel Renovations. He has helped multiple clients rehab their funnels and double their sales, just by fixing the funnel alone. He's also written for famous professional athletes and influencers -- always with the goal of growing the sales of the business. Kyle shared some tips with us today from in-the-trenches about getting your funnels to perform better. He started by telling us about his most unusual motivation for becoming a copywriter and why it was so important for him to succeed in the field. From there, he shared a number of profitable tips: • The #1 mistake that kills a funnel's conversion rate • Why if you're not trying to get the last word in, you're leaving money on the table • The single biggest reason eCommerce brands should hire a copywriter • A stupid simple way to increase your average order value by as much as 30% • Why you should disgust everyone who passes through your funnel He also told us about a great hack for increasing email open rates and engagement that gives you real-time market research results, and takes it to a new level. Finally, you've got a website is called “Full Funnel Disclosure” and on it is his collection of breakdowns called “Full Funnel Nudity”: His email address: kyle at fullfunneldisclosure dot com Download.

    Financial Copywriting Insider Secrets, with Rob Braddock

    Play Episode Listen Later Aug 22, 2022

    A lot of copywriters would like to know how to get into financial copywriting, and our special guest today, Rob Braddock, is just the copywriter to tell you. He started his financial copywriting career about five years ago at Agora Financial, where he did well. Rob left Agora to work at WealthPress. Working with a high-powered team, he wrote copy that resulted in millions of dollars of additional sales. All told, Rob counts about $60 million in sales in his career so far. Not too shabby. He's gone off on his own and has been a freelancer since last December. Rob agreed to come on today to help people who want to get into financial copywriting understand how he did it, and give them some ideas on how they could get started. Rob's a Marine Corps veteran and had personal experience doing face-to-face sales before he ever wrote a sales letter… a couple things to keep in mind about what has made him so successful. One thing I especially appreciate about Rob is how he gets straight to the point without getting too deadly serious about it. I predict you'll have a lot of fun listening to us today. Some of the points we covered: Rob tells us what he think is the most important thing about financial copywriting that most people don't know, but need to know — and how he found out about that most important thing. The best way for someone new to get their foot in the door in financial copywriting. Steps a copywriter should take to become someone who writes financial promos that sell $1 million or more. The biggest misconceptions people have about financial copywriting. What Rob wishes he knew when he first started financial copywriting? The next step for someone who wants to get into financial copywriting should take. You can contact Rob at his website: RiseAndMind dot com. Download.

    Advertorials and Emails in a Jiffy, with Million-Dollar Mike Morgan

    Play Episode Listen Later Aug 15, 2022

    Our guest today is Million-Dollar Mike Morgan, who has broken sales record after sales record with his sales letters and VSLs. Mike is now copy chief for Money Map Press, a major direct mail publisher. He's also a still-very-active copywriter. He doesn't have time for many podcast interviews, so we're especially grateful that he could join us today. Here's why he's here: Let's say you've just written a great sales letter for a product launch. Well, guess what? Your work is NOT done yet. You still need emails — lots of them. To your list. To your new customers, after they buy. And for affiliates to mail out for you. Plus, you ALSO need ads and advertorials. To get prospects to your page. Oh, and don't forget. All these things have to be done FAST. Well… Mike has just the solution to your problem. And I've got to say, it's pretty cool. On the show, Mike told us how he did a lot of these things intuitively, but had to develop a system for a new group of copywriters getting started at Money Map Press. He basically needed to open the lock to the treasure chest in his unconscious mind, and share what was already there. What he discovered is that, for the “ads for the ad” (emails, advertorials, Facebook and Google ads, etc.), 90% of the work had already been done, in the writing of the main sales piece. Knowing what to look for, and what to do with it once you found it, was one of the main unique value points of Mike's system. He also explained why speed takes care of so many problems. Going for perfection right out of the gate slows you down and doesn't get you perfection in any case. But speed blazes a trail that can lead to perfection, if you navigate it right. Mike gives you some great hints on how to do that. You'll get a lot from this show, even if you only write sales letters. Because of a lot of the ideas and methods Mike discloses are just as valuable for getting started on a big project. Download.

    Make Analytics Make You More Money, with Katie Switzer

    Play Episode Listen Later Aug 8, 2022

    If you run ads for your business, here's a tantalizing question for you: How would you like to increase your response by 30%, without writing any new copy? How about 300%? Impossible, you say? Don't say that to our special guest today, Katie Switzer. Because once she explains a few things, she is going to give you real-world examples where these kind of increases have actually occurred. Katie started out as a mechanical engineer. She learned marketing when she started her own online business for other parents -- she has four children herself. Soon she was taking on marketing clients. Her main focus was improving conversions based on market research and data-driven copywriting Katie has also worked as a marketing manager for a marketing analytics software company. These days, she's helping business owners collect and understand their marketing data — and use what they find to improve their results. I've got to admit, I was pretty excited to hear what she has to say. Here's what we asked her: 1. At the most basic level, what are analytics and how does a marketer use them? 2. Could you tell us about the biggest mistakes people typical make when they try to use analytics? 3. Let's say you have a small list or you're running a small campaign. Can you use analytics profitably without buying expensive software? 4. How has Facebook made meaningful tracking more difficult, and what are the limitations, especially these days, on using Facebook Business Manager, to get good analytics? 5. Now let's get into the advanced stuff — attribution software and multi-touch models. Could you tell us about those? 6. What are “the most valued customers”… why do they make up the key metric… and how do you find them? 7. What are some of the big wins you have seen people get with analytics? You can reach Katie by email: katie at engineeredmarketing dot io Download.

    Recession-Fighting Secrets for Copywriters and Entrepreneurs

    Play Episode Listen Later Aug 1, 2022

    The ‘R' word is popping up a lot these days. That word is “recession,” and there's a good reason everyone's talking about it. Prices are going crazy. It seems like everything's doubled in the last few months. If unemployment weren't so low, it would be a slam-dunk and everyone would say we're in a recession. This is important for copywriters and entrepreneurs, because there are specific strategies you can use to stay afloat and even grow your business in a recession. We'll talk about them today. Are you skeptical that anything could work in a recession? A Forbes magazine article says that seven billion-dollar family fortunes trace back to getting started during the Great Depression. So it's possible to do well when the economy's in the tank. Now some experts I've seen on TV say we're not in a recession yet. A really bright guy on the left says we're pretty close, and just as bright a guy on the right says there's a very good chance we'll go into a recession soon. I don't agree with either of them. I think we're not going into a recession, at least until after the elections in November. I think the politicians who have most to gain from no recession will make sure we stall it until they get reelected. But I've been wrong about the economy before. So even against my own predictions, I think it's a good idea to know what to do now so when things start to look really bleak, you'll have a plan you can go to. Because sooner or later there's going to be one. That's not just me talking. That's history talking. We've had five major recessions since I've had a job or a business, and eventually we're headed for another one. The best news of all is, the ideas we'll talk about today will work great even when we're not in a recession — and work even better once we are. So let's start by figuring out what a recession is. It's a scary word, and it's easy to think it means the economy has rolled to a dead stop. Or has collapsed completely. Game over. Economic Armageddon. And that's very dramatic, but in truth, that's not what a recession is. A recession is when the economy slows down. Keep that in mind as we go through this. Yes, there are problems. There are even some human tragedies. Sometimes a lot of them. But that doesn't mean the economy has up and left and gone to another planet. No. It has slowed down. Another thing to remember: A recession doesn't affect everyone the same way. Let's say there's a business where 10 employees there are your customers. Five of them get laid off. The other five stay on at the same salary they had before people started getting laid off. The five people who got laid off are a lot less likely to buy from you, in most cases, than the five who still get paychecks on a regular basis. One customer groups has suddenly become two very different ones. So even people in the same neighborhood are not all the same, when it comes to what kind of customer they'd be in a recession. And there's another thing before we get into what to do (and what not to do) in a recession. What's going on in the economy and specifically in your target market is very important. You need to pay attention and keep tabs on it. But there's something that's far more important, and that's your mindset. Now if you're skeptical about mindset, I understand. There's a huge industry developed that says if you're just like Dorothy in the Wizard of Oz, and you tap your red shoes together and repeat a magic phrase over and over, that is simply all you have to do and you will live a rich and satisfying life. I never got the red shoes myself, but from what I've observed and experienced, it doesn't exactly work that way. A positive mental attitude is definitely important, but it's hardly enough. The mindset I'm talking about is much more real-world. First of all, it's a perspective. A way you look at things. Expecting that you'll be successful but knowing it's not always easy and you may have to try more than one path to get a result you're looking for. But it's more than that. The mindset I'm talking about involves your hands, your mouth, and your ears. Your hands - What you do. Your mouth - What you say. Your ears - How you listen. It's what you focus on. And where you don't obsess, too. It has to do with you how you use your mind to run your day throughout the week. A bias in favor of action and replacing perfectionism with repeated efforts and adjustments, especially if something doesn't work the first time. That's at least as important as any marketing or copywriting moves you make during a recession. Besides that, on today's show, we dig into: • What NOT to do when a recession hits • What to do MORE of, and • 3 proven Recession-Fighting Strategies you can use right away, whether we're in a recession or not! (They increase income either way.) • And 4 overall principles to get the most from your business during a downturn. Download.

    7 Keys to Believability—Old Masters Series

    Play Episode Listen Later Jul 25, 2022

    After a long pause, we are back with our popular Old Masters Series. Today, a deep dive into an important part of the work of Clyde Bedell. He's not all that well known these days, but decades ago he was one of the top guys you would turn to if you want to learn how to write copy that works. Besides being a highly successful advertiser, he was a prominent teacher. For example, he built a national sales training program for Ford Motor Company in the 1930s. When he was teaching copywriting at Northwestern University, he couldn't find a suitable textbook, so he wrote one. That turned into “How To Write Advertising That Sells.” It was first published in 1940—13 years before I was born. The book is 8-1/2 by 11 and a massive 539 pages. It's pretty hard to find a copy these days, but I found one copy on Amazon for $736. Lucky for me, I got my copy years ago when it was easier to get and not quite as expensive. We zeroed-in on one chapter which I would call “7 Keys To Believability.” The word for believability that Bedell used was “conviction.” Same idea -- you want to get your prospect convinced that what you're selling is valuable and worth buying, just by the way you write about it in your ads. As we go through these 7 keys, you may be reminded on things you're not doing as well as you could, or you aren't doing at all. What we're covering today is a little different in that we're looking at elements of copy through the lens of believability, which is all-important. A focus on believability. Copywriters and entrepreneurs intuitively know this is important, but I've never really seen a checklist-based system for maximizing believability. This is that system. The 7 Keys To Believability we'll cover are: 1. Present the Main Ideas 3 Times 2. Tell of the Product's Popularity—Who Uses It And Likes It 3. Zero-in with Bona-Fide Testimonials—And Authority's Approval 4. Give Assurances and Proof—Build Confidence 5. Guarantee If You Can 6. Make Your Offer Vitally Valid—Be Congruous 7. Convey the Value Definitively—PositivelyDownload.

    8 Questions to Supercharge Your Copy

    Play Episode Listen Later Jul 18, 2022

    A big question, maybe THE big question, copywriters ask themselves when they sit down to write, is this: “Where do I start?” Of course you've got to already know... your product and its benefits. You'll need to put together the best offer possible. You may need an origin story for the product. Knowing the price and guarantee are important. But this is all for naught if you don't have a deep and thorough understanding of your PROSPECT. Because if you're selling to the wrong person -- or to nobody in particular -- your copy is not very likely to work. I came across eight killer questions -- not for copywriting, but for writing screenplays. From the excellent new book, “The Protagonist's Journey,” by successful screenwriter and college professor Scott Myers. These questions on his list are for getting to know the hero of the film you are planning to write. Today, though, we'll look at how we can tweak these questions just a little to create a very powerful tool for anyone who writes copy. Just like with a screenplay, a copy project can seem completely out of control when you start, too. So, in the same way, the same questions, converted for copywriting, will help you get to know your prospect very specifically and in important ways. Three reasons these questions are so valuable: 1. They get you out of your client's head and into your prospect's head, where the sale is actually made. (or, if you're writing for yourself, out of your own head and into the prospect's head) 2. These questions force you to zero-in on important parts of your copy which are easy to overlook — but, because it's so easy to overlook them, a lot of people do. Now you don't have to. 3. These questions unearth and explore the many facets of emotional motivation in your prospect — the secret ingredient missing from so many sales letters, and the one thing that propels conversions into the stratosphere. I'm going to give you a couple different ways to use these questions. A long way, and a short way. The long way is to go through the questions methodically and write out the answers. And research, or think deeply about, the questions you can't already answer. That's not going to work for everyone, all of the time. So there's a much faster way you can still benefit from these questions. And that's this: Use the questions as a quick checklist, before you write. To make sure you have the questions answered in your own mind or in your prework. And fill in quickly wherever you come up short. Here are the questions, which we discuss in some detail on the podcast: 1. Who is the prospect? 2. What does the prospect want? 3. What does the prospect need? 4. What is the eventual resolution of the prospect's want and need? 5. What is at stake for the prospect? 6. Who or what opposes the prospect? 7. What does the prospect fear the most? 8. Why does this prospect need to have this product at this time? The book is: The Protagonist's Journey, by Scott Myers Download.

    Interactive Sales Letters with Dr. Harlan Kilstein

    Play Episode Listen Later Jul 11, 2022

    Our returning champion is Dr. Harlan Kilstein, who has a brilliant innovation in copywriting he's agreed to share with us. Harlan was a guest here two years ago when he gave us some much-needed information about Facebook compliance. But don't make the mistake of assuming Facebook is the only thing he knows anything about, because Harlan is a super-successful copywriter and entrepreneur who knows a LOT about a LOT of things. He's written super-profitable copy for many big names in the direct-response business. He's created several very successful businesses of his own. And recently he's come up with a “new” system to sell called Interactive Sales Letters. I put “new” in quotes because it's not really new at all. In one way. The concept behind it has been around, and proven, for decades. But the way Harlan is using the concept is brand-new… it's working… and that's what he's going to tell us about. 1. To get us started, what is an interactive sales letter and what about the results you've gotten so far should make us want to find out more? 2. Your idea comes from a lot of history of proven techniques. Could you start by giving us a bird's-eye view of what Publishers Clearing House and Reader's Digest did, back in the day? 3. You and Jim Van Wyck had a landmark consultation with Jay Abraham, when you and Jim both had large Positive Changes franchises. What was the advice Jay gave you that gave you further evidence of some of the techniques you put into interactive sales letters? 4. How did “Laser-Focused Leads” help you move down the path to interactive sales letters? 5. What was your first full-fledged interactive sales letter and how did it do? 6. Could you walk us through some other recent project? You can get ahold of Harlan using this email address: overnightcopy at gmail dot com. Download.

    Why Nobody Can Make Facebook Ads Work Anymore, with Depesh Mandalia

    Play Episode Listen Later Jul 4, 2022

    If you wanted to find out how to make your Facebook ads start working again, who would you turn to? Well, we've found someone I think you'll like. His name is Depesh Mandalia. Besides being a successful online agency owner, with over $100 million in sales for clients to his credit, he is also a gifted speaker, coach and teacher. Depesh left the corporate world when his job kind of evaporated during the 2009 financial meltdown. But he landed on his feet and within 36 months he had his first seven-figure year, at first as an affiliate marketer. He began training entrepreneurs and other marketers in 2018, with something he calls the BPM method. Today he's going to tell you about it and why it's very profitable with Facebook in the current environment, even after Apple has clamped down on the data available to marketers. The title of this episode is “Why Nobody Can Make Facebook Ads Work Anymore.” Obviously our guest and his students still can, and what Depesh had to tell us was great. I started out by drawing one distinction right away: What's important is both copywriting, and strategy. Now the best copywriting has a strategy behind it. A lot of people write ads and copy, the “what,” without getting enough into the “why.” Depesh has a neat list of five questions that include three “why's,” and we'll talk about that in the show today. But the unavoidable truth is, you have to think a little harder these days if you want to make things work. With that, here's what I asked him: 1. Depesh, you say that copywriting is your “secret weapon.” I wouldn't say that's true of every Facebook advertiser, but I'm glad to hear it from you! What do you mean by that? 2. So, in the big picture, how has Facebook advertising recently become harder to make work? 3. Could you review what Apple's privacy moves have done to Facebook advertisers, and how we need to adapt as a result? 4. I love what you say about the evolution of technology -- fast -- versus the evolution of the human mind -- much slower. Let's talk about how the teachings of the old masters and how they apply to Facebook advertising. 5. Could you talk about the four things you focus on to build the perfect ad campaign? 6. One thing that's really helpful is a simplified way to get started on strategic thinking, and you've come up with a . Could you walk us through your Five Ws? (Here are Depesh's Five W's.) A: PLAN 1. WHO are we speaking to? 2. WHAT is the transformation you are offering? B: ATTACK 3. WHY (emotional) - state shifts 4. WHY (rational) - benefits C: WHY not? (Barriers, Objections) 7. Could you tell us about your 7-Figure Facebook Ads Course? Depesh's 7-Figure Course:

    TikTok Secrets, with Emmanuelle Daigle

    Play Episode Listen Later Jun 27, 2022

    I've been aware that there's something out there called “TikTok,” but I didn't pay much attention to it, other than the occasional TikTok video reposed somewhere else. The reason I didn't pay much attention was I thought it didn't have much to do with business, and it didn't have anything to do with advertising. Ummm… I was wrong. TikTok had almost $5 billion in revenue last year, and it had over a billion users. Not only that. 11% of them were over 50 years of age -- old folks, like me. Then I learned about today's guest, Emmanuelle Daigle. Emmanuelle is a marketing agency owner and the founder of TokTrend, a community that keeps business owners up to date on TikTok and Instagram reels trends. As an early user of the TikTok platform, Emmanuelle has a deep understanding of its users preferences and how to create ads that convert (because spoiler alert, your Facebook ads won't cut it there). Emmanuelle told us about TikTok from way back when, and how she has seen it evolve from its early days. She explained two really important points for anyone planning to advertise on the platform: • How TikTok is similar to Facebook, and • How TikTok is very different from Facebook. This matters a lot, because what's considered a good ad on Facebook is likely to be considered stodgy and out-of-place on TikTok. Now, with all that revenue ($5 billion last year), some companies must be spending a lot on TikTok advertising. Emmanuelle shared how some consumer brands have sold out on their offers with TikTok ads. Interestingly, organic content -- non-advertising that you post for free -- can also generate a lot of interest and business, because TikTok's algorithm is fundamentally different than most other platforms. Facebook and the like have social algorithms -- based on your connections. TikTok tracks your interest and adapts much more closely than other platforms do, according to Emmanuelle. Therefore, if you hit the right theme, you have a much better chance of going viral on Tiktok. Emmanuelle also share some tips for creating your own TikTok content and advertising. Download.

    The 4 Kinds of Proof

    Play Episode Listen Later Jun 20, 2022

    One of my Facebook friends asked a question in a copywriting group about whether there are more kinds of proof than what most people think of – namely, logic and testimonials. This got me to thinking. I realized there are other kinds. These other kinds of proof are just not that obvious to everyone. In fact, the less obvious they are, the more they fly under the radar, and... the more powerful they are likely to be. Proof is one of the most under-used parts of copy, but it's one of the most important. Why? Because it's going to be really hard to get people to believe you without enough convincing proof elements. And no belief = no sales. So you definitely need all the proof you can get. I've identified four kinds of proof the best copywriters are already using all the time, but most people don't fully understand or even know about at all. At least some of them. And we'll go over all four today. So we're took a deep look at four kinds of proof. Believe me, there was some overlap between the categories. Still, each kind is basically different enough to deserve a category of its own. So yes, sometimes you could come up with a piece of proof that could definitely fit in more than one category, depending on how you look at it. That doesn't matter, though. The important thing here to understand is that you need to use as much proof as you can get. Remember, maybe you're sold on your product, but your prospect probably isn't. Just because someone knows you, likes you and trusts you doesn't necessarily mean they will buy from you. Because, unless they have had experience already using a very similar product from you in the past, the chances are really good that they have their doubts and you can't count on them to believe you completely about any particular product, just because you say so. If you're not already big on proof, you're probably not getting nearly the sales you could be getting. And if you are big on proof, then you need to listen closely to find out what you're not already doing that you should be doing from now on.Download.

    Sales Copy Editing Cheat Codes, with Nathan Fraser

    Play Episode Listen Later Jun 13, 2022

    When you're all but done with your copy -- especially long-form copy, like a sales letter or a VSL script -- you've got to take one final pass to make sure everything is right. Of course you're looking for the numbers to add up and the words to be spelled right -- you know, if you're into “spelling,” that is. But there are bigger-picture copy edits to do. I haven't heard much about them from other people, but our guest today, the Copywriters Podcast's own Nathan Fraser, has a list that is going to knock your socks off. I mean it. This is good stuff. Top pro's know this and use this, but Nathan's the first person to write it down and organize it, all in one place. Best of all, it's an addition to his already very useful and extremely reasonable book, “Sales Page Cheat Codes.” Nathan told us about three simple copy-editing cheat codes that can boost the conversion power of your copy in a big way. The first one is a form of big-picture editing: Looking at two goals (your own, and your reader's) and pretty much ruthlessly editing out anything that doesn't move the copy in those two intertwined directions. Sounds simple and self-evident. But there are lots of snaggles and pitfalls that can get in the way if you're not careful. Nathan explains what the biggest ones are, and how to steer clear of them. The second cheat code is also deceptively simple. It's to acknowledge and deal with your prospect's objections. And these are beyond the well-known ones like, the price is too high, or, what happens if I don't like the product? Nathan gets into the psychology of the prospects as they read your letter or watch your video. He pinpoints three areas of doubt that can kill a sale… or lead to a boatload of extra sales if they're handled well. He tells you how to handle them the right way. Finally, all work and no fun makes Jack a dull copywriter. My words, not Nathan's! But his third area of editing sales copy has to do with making sure your copy is fun and easy to read! Nathan has four key tests that are easy to do that fit into this part of his list. I love how he starts the first one: “Forget everything you learned in high school English class. Your English teacher was wrong about almost everything.” Then he gets down to specifics about the RIGHT way to make your copy fun and very readable. By the way, you can get all of these cheat codes, plus a whole lot more, in the latest edition of Nathan's new book: Download.

    The Simpsons Approach to Copy, with Sage Polaris

    Play Episode Listen Later Jun 6, 2022

    As copywriters, we draw inspiration and know-how from all kinds of sources: professional salespeople… music… the sports world… fiction… even, the movies! But I have to admit, our guest today is the first copywriter I've ever heard of who draws her approach from The Simpsons! Yes, those Simpsons. Marge, Lisa, Bart and of course, the most unforgettable one, Homer. Copywriter Sage Polaris has come up with an ingenious system for seeing the Simpsons as personality archetypes — and using that viewpoint to reach more buyers in every promotion. Apparently it really works, too. Today she'll tell us how she used this system to write copy for a $1.25 million launch. Overall, Sage has written copy for more than 400 clients, with millions more in sales results. Now, getting your copy to that level of performance is rare enough in and of itself. But bringing it into the frame of everyone's favorite cartoon dysfunctional family is unique, it seems to me. Here's what Sage told us about on the show: • The four personality types of Bart, Homer, Marge, and Lisa – and what triggers their buying decisions • How to put these high sales conversion methods into practice, particularly regarding overall placement of testimonials, when branded photos and selfies are most effective, how music lyrics and puns can be used to close sales, and more. • How she used this exact method to earn her client $1.25 million in a single launch • How to discern when to write to just one or a couple of the buyer types • How these high conversion methods can help you connect beyond paid traffic and apply to organic traffic as well (Sage loves using this to build her audience in Facebook Groups) Sage is offering a free report, “3x Email Open Rates in 3 Steps.” Go to: Download.

    Let's Talk Conversational Copy

    Play Episode Listen Later May 30, 2022

    About 30 years ago, I saw my first Gary Halbert newsletter. It was printed, on paper. I was blown away. I didn't know what I was reading. But I couldn't stop reading it. In fact, I must have read it 20 times. I had been writing professionally myself for almost 20 years. But I knew I didn't know how to write like Gary was writing. And for a good long while, I couldn't figure out what he was doing. Now, I know. What Gary did, the way he wrote, was unique and is still beyond my powers of description today. I wouldn't ever pretend that I could write the way he could – I can't. Who can? But I did figure out a couple of key things, that launched my copywriting career and led to millions of dollars in sales. The first thing was that he knew how to sell with the written word. Which is something we've talked about a lot on this podcast. The second thing was that he wrote in a totally conversational way, at the same time he was selling. And that's something we've never really dug into before today on this podcast. But today we do. Look – It should be the easiest thing in the world, but for most copywriters, it's one of the hardest things to do. I'm talking about writing like you talk. Or, to use the technical term, “conversational copywriting.” But face it. The more your copy comes across like you talking to your prospect, the less likely your prospects are going to think to themselves, “Oh, this is an ad” — and put up their defenses. The worst thing about this is, as far as I can tell, no one else has thought that this is a skill that can be taught. Most copywriters and copy chiefs grudgingly admit that the better copywriters can do this and the lesser copywriters can't, but that's about as far as they go. I think different. I think most people can learn this, but it's not a matter of wishing it and having it so. It's a skill. It doesn't come naturally and it doesn't just sort of seep into your writing by itself over time. I think it's a skill you can learn, piece by piece. And I've broken it down into pieces and steps to learn it. Today, we'll look at • Why it's so hard • Why it's so important to write in a conversational way • What gets in the way for most people • And four comprehensive action steps you can take to get better at it.Download.

    Branding That Increases Sales

    Play Episode Listen Later May 23, 2022

    We're back with Bill Schley, the New York Times Bestselling Author and award-winning Brand Specialist. I've gotten to know Bill well over the past few months, working with him on the launch of his new online program, The Brand Titans MasterCourse. I invited Bill to come back because I've gotten really intrigued by his approach to branding. Anyone else in direct marketing will find it intriguing, too, because there's a seamless connection between what we do and what he does. I have to say he's the first branding expert I've run across who not only states the purpose of branding is to set a company apart to maximize sales… … but also who has a proven system to show anyone in any business the exact steps to take to do just that. Bill's been at it for more than 30 years, after getting his foundation at the legendary New York agency Ted Bates and Company, headed earlier by the great Rosser Reeves. And companies are counting on Bill even today to help them stake their claim in the competitive marketplace. This year, he's helping a high-eight-figures conglomerate in a very hot tech sector get their branding in tip-top shape. And a tiny startup he recently branded has been scooped up by a division of a large publicly traded company, which is looking at pouring millions of dollars into the recently acquired startup, thanks to the branding Bill initially provided for it before the acquisition. After going through his course and the bonuses in great detail, I can say with confidence that any copywriter or business owner can get a lot out of what Bill had to say today. He started by explaining the conditions that make the correct branding of a business increase its sales — something I believe every copywriter and business owner needs to know. I've actually ended up rebranding products on the last two copy critiques I've done, as only part of the work with my clients, just based on what I've learned working with Bill. Bill went on to clear up the widespread confusion — even among many so-called marketing “experts” — about what is a brand, and what is not. Following from that, he explained the mistakes people are typically making in branding, especially today, where there are some dangerous trends that woo people into going for euphoric feelings about their brands, instead of thinking about the customer first, and what message is going to make them curious and increase their desire for specific products and services. Then Bill shared some instructive stories about brands he has built (one was worth over one billion dollars, not just according to Bill, but also according the the company's chairman). He also gave a few important tips and guidelines for building your own brand. And, naturally, he told us all about his course, which provides an easy-to-follow, step-by-step roadmap for building a brand for any business. You can find out more about his program, the Brand Titans MasterCourse, at

    Copywriting for Life, with Rabbi Evan Moffic

    Play Episode Listen Later May 9, 2022

    If today's guest looks familiar to you, that might be because you've previously seen Rabbi Evan Moffic on Fox News or CNN, where he is frequently called in for commentary and analysis on events in the news. But here's something you probably didn't know: Rabbi Moffic is also a copywriter! He's a former mentoring client of mine. I'm proud of the work we did together and where he's taken it, and I've gotta tell you: He has found uses for what he learned in copywriting in places I've never heard of copywriting being useful, or even thought of before! Evan is the senior rabbi at Makom Solel Lakeside, a 600-family synagogue in the Chicago suburbs. A Stanford graduate, he's also an popular speaker at churches, where his goal is to bring the value of Jewish learnings to as many people as possible. Evan has written several books, including ‘What Every Christian Needs to Know About the Jewishness of Jesus' and ‘What Every Christian Needs to Know About Passover.' His latest book is about anti-semitism. But today, Evan has agreed to talk about the role of copywriting inside and outside of business and religion. I really enjoy the way he looks at copywriting, and I know you will, too. Evan started by telling us how new things he learned about copywriting helped him write the most effective fundraising letter ever for his congregation! But for him, copywriting has had a much more wide-ranging impact. It has, in fact, changed his overall approach to persuasion, and even modified his perspective on human nature as a whole. Part of his work as a rabbi is to counsel members of his congregation, when they request it. And, as mentioned before, Evan speaks all over the country to Christians about The Old Testament and other Jewish topics. He's a welcome speaker at these events — he only goes where he's invited! — but there are opportunities to use to tools of copywriting to help make his concepts easier to understand and accept. As a writer, Evan has used copywriting not only in emails — as you would expect — but also in his books. And, as the father of two very bright daughters, he's found copywriting comes in handy in family conversations. This is an unusual podcast today in that I can't remember anyone on the show who has taken such a universal approach to copywriting — or, at least, talked with us about it. You can find out more about Evan on his substack: Download.

    Lightning Fast First Draft, with Kevin Rogers

    Play Episode Listen Later May 2, 2022

    Let's welcome back for his third time on Copywriters Podcast, Kevin Rogers. No matter what we do, we can't seem to scare him away. No, actually, we're really grateful to have him back. Kevin has been on before to talk about humor, and we greatly appreciated that. But today he's here to talk about something different -- ten rapid-fire steps to get a first draft of your sales paper down on paper or screen. Besides being a successful and experienced stand-up comedian, Kevin is an A-List copywriter and author of “The 60-Second Sales Hook.” He's also the founder of Copy Chief, a powerful online community for copywriters. But let's get to his 10-step speed process. Now Kevin wants to be clear: “If you're out to beat a control, this isn't the process for you. When you're writing a magalog to beat another magalog, there's a much longer process of review, with the team, and things like that. Instead, he says, “This is for a copywriter who knows the product very well. Whether it's your product or a client's product. “In that case, you know the audience very well, all the benefits very well, the features pretty well — but, you have this pressure to come up with a new ad. “It's called the 4x6 copywriting formula. It's the 10 essential parts of a sales pitch. Four of them, if they are not present -- the buyer's brain will not let them proceed.” Kevin says this process lets you write first draft in about 60 minutes. It's especially useful if you have to write a new ad for a product you've already written sales copy for. A couple resources to get more from Kevin: - - his podcast:

    What You Didn't Know About Charging Higher Prices, with John Williamson

    Play Episode Listen Later Apr 25, 2022

    I'm going to tell you three words that can help you charge higher prices than you're charging now — even higher prices than your competitors. Those words are “emotional risk displacement.” To be honest, I have NO idea of what they mean… but… our guest today does. He's back! I'm talking about our returning champion, John Williamson. Today, he's going to talk about Unique Selling Propositions and charging higher prices. And, if we're lucky, he'll tell us what “emotional risk displacement” means — since those three words CAN put more money in our respective pockets. John is coming to us from an undisclosed location on the side of a mountain in Scotland. Over the last 30 years, he has generated millions of dollars in sales for himself and his clients with his own special brand of unique selling propositions. He says, “A great Unique Selling Proposition will enable you to steal the attention and win the sales. “Including ‘financial risk reversal' in your USP will win you even more sales. “But, you can take the process of USP development even further by embedding ‘emotional risk displacement' in your USP … AND win all of those extra sales at HIGHER PRICES.” On today's show, we talk about how it's possible to charge higher prices than your competitors … and STILL get the business. John discusses: • Why increasing prices is paradoxically the first thing you should figure out how to do if you want to increase sales. • Why most people could care less about a money-back guarantee … and what they would prefer you gave them instead. • How to determine the optimum price you should charge to maximize both revenue and profit. • Why even rich people like a bargain and how you can give them what they really want without lowering prices by even a dime. • How to completely eliminate discount requests and have people pay full price with a big fat smile on their faces. • Why you should tell people what your ‘pricing philosophy' is upfront, before you tell them anything about your product or service. • Why you should NEVER rely on your accountant or CPA to tell you what you should be charging. John's Facebook Group is “Attention Bandits.”:

    How to Lock-In Your Customer's Attention, with John Williamson

    Play Episode Listen Later Apr 18, 2022

    By popular demand, we're back with the always surprising John Williamson today. He's going to talk about a serious problem every business faces, and some ready-made solutions to this problem. John is coming to us from an undisclosed location on the side of a mountain in Scotland. Over the last 30 years he has generated millions of dollars in sales for himself and his clients with his own special brand of unique selling propositions. The problem, of course, is getting and keeping the attention of customers. In a way that leads to sales, and repeat sales after that. John says, “Right at the heart of your attention getting should be your brand.” A lot of us direct marketers don't pay a whole lot of attention to branding these days, but John argues that we should. All the time. But not just any kind of brand. One that pulls its weight in getting attention and adding new customers. How do you do that, and how to you make it pay off if you don't have a huge budget to establish this brand in the way a big corporation will try to do? John discusses: • Why ‘branding bravery' is the only way to win the war for attention. • How any business – no matter how boring the industry is - can be decommoditized through branding. • Why trying to come up with a brand name you love is almost impossible (and if you do love your brand name it's … probably … not … very … (gulp!) … good. • How to make your brand stick in someone's mind like it's been tattooed on their brain from their very first exposure to your business. • How to use a linguistic shortcuts to get you people to resonate with your brand by relating it to a story they already have in their head. • How to give your brand ‘conversational currency' (… so that - incredibly - other businesses prefer to promote your business over their own business!). • The specific 5 words people will say to you over and over again, that will let you know your branding is working. John's Facebook Group is “Attention Bandits.” :

    The 5 Lightbulbs of Copy, with Billy Broas

    Play Episode Listen Later Apr 11, 2022

    People start out writing copy all kinds of different ways. But how many times have you heard, “It all started with beer?” I'm not talking about drinking a beer. I'm talking about brewing your own beer! That's how our guest today, Billy Broas, got started in online marketing: He launched a website for his fellow home beer brewers. That was in 2010. His online course sales from the site got to the point where Billy was able to leave his job and become an entrepreneur. He hired me as a copywriting mentor in 2015, and his since gone on to do great things helping people launch online courses. Especially the new wave of instruction called cohort-based courses. Now, course creators are very often not copywriters, which makes sense. But Billy is, and, as a teacher, he needed to find ways to get some important copywriting concepts across to them quickly and meaningfully. On today's show, we talked about what I consider a brilliant construct to do just that, called The 5 Lightbulbs, today. Billy told us how he came up with The 5 Lightbulbs construct, and what it is. As it turns out, it worked just as well back in the day — like 100 years ago — as it does today. In other words, it's kind of universal. Bill walked us through Old Master Max Sackheim's famous ad, written in 1919, with the well-known headline “Do You Make These Mistakes In English?”, to show how it follows the 5 Lightbulbs formula to a tee. But in 2022, it's a very flexible formula, for copywriters and non-copywriters alike. Billy told us about: - How non-copywriters use it to organize a sales letter - How marketers use it to sequence emails in a sales campaign - How teams use it as a common language, or a shorthand Bill also offered Copywriters Podcast listeners a free 5 Lightbulbs worksheet, to audit any marketing message, available at Download.

    Kevin Rogers: Humor In The Era Of 'Woke'

    Play Episode Listen Later Apr 4, 2022

    Just like Tom Hanks knows how to make movies, Kevin Rogers knows how to navigate comedy. Really. He spent years as a professional stand-up comedian, sharing the stage with other great comics like Chris Rock, Billy Gardell, and many others. You may be more familiar with Kevin as a superstar copywriter and copywriting educator, which is how he spends most of his working time now. He has created Copy Chief, a community-based forum and training center for copywriters. This was after he had reached the top echelon of pro copywriters himself. Kevin's also the Amazon best-selling author of The 60-Second Sales Hook, where he shows how to use a proven joke formula to create a powerful marketing hook. Kevin has many, many more credits to his name. But as you can see by now, Kevin is the perfect person to come on the show to talk about an increasingly high-wire act for copywriters, and really anyone in business who has a sense of humor: What you can get away with, and what should you avoid at all costs, when it comes to using jokes in the era of ‘woke.' Kevin has gotten back to doing standup on a limited basis, and as for the copy he writes, he says he doesn't use a lot of humor there to begin with. Comedy, therefore, is still very much a part of his life — just not part of his copy. When Kevin coaches or does presentations, though, his funny side continues to shine through. However, he's aware of what's going on throughout the copywriting world, and in today's show he talks about specific examples of, as he puts it, “people who I think are using humor wisely” in their own copy. If there's anyone who can guide you and your jokes through the land-mine-strewn fields of cultural correctness that we all have to navigate these days, it's Kevin. You'll really appreciate his perspective and spot-on suggestion on how to keep your sense of humor without losing out to the woke crowd. A couple resources to get more from Kevin: - - his podcast: Download.

    What You Need To Change To Write Copy

    Play Episode Listen Later Mar 28, 2022

    These days, more and more people from more and more backgrounds are thinking about writing sales copy, or actually doing it. The main reason is the number of online business has exploded. This is due in part to all the people who spent so much time at home during the pandemic. But there are other reasons as well. One important one is, a lot of people who didn't like to buy online in the past will only buy online now, if they possibly can. So, a much bigger market. Anyone who didn't start out their career as a copywriter knows that it takes some adjustments. Writing copy is hardly like writing term papers at school or even writing weak-kneed prose at advertising agencies. Copy is muscular, and it has a job to do — it has to sell something. Today I thought we could take a look at what people from six specific backgrounds need to know and, just as important, need to change about their thinking in order to write copy that works. I asked myself the question, what are the most common categories of people I've either mentored, or critiqued copy for, or done copywriting and marketing consulting for? And what showed up as the most important change they needed to make to become more successful with their copy? The categories are: Entrepreneurs… Sales Pros… Licensed Professionals, like doctors and lawyers… Experts in their respective fields… Software developers… and journalists and content creators. People from each category bring a lot to the table… but they all have similar things, within the category, that are holding them back. So I thought deeply about what those things are. Don't worry if you're not in one of these categories and never were. There's some fun and some insights for you anyway. Because at least until maybe recently, very few people grew up wanting to become a copywriter. In most families, kids didn't even know what copywriters were… and neither did their parents. So, it's never too late to find out what changes you need to make, from where you stand now, to become really good at writing copy. You'll find some good first steps in today's show. Download.

    USPs, Elevator Pitches, and a Tortoise, with John Williamson

    Play Episode Listen Later Mar 21, 2022

    We are back with the unconventional and immensely creative marketer, John Williamson. Last week he went in-depth on his powerful technique called Emotional Lockpicking™, and we asked him to join us again, which he agreed to do. John lives in an undisclosed location on the side of a mountain in Scotland. Over the last 30 years he has generated millions of dollars in sales for himself and his clients with his own special brand of unique selling propositions. He's also come up with some very interesting ideas about elevator pitches, unique selling propositions, and even how to close a deal with a stuffed tortoise. I find his ideas fascinating and he'll share some more of them with us today. One of John's favorite quotes is: “All things being equal, people buy on price. Which is why your number-one job as an entrepreneur is to ensure that ‘things' aren't equal.” Probably related to that idea is a speech he has given over 250 times called “How to Charge Higher Prices Than Your Competitors… and STILL Win the Business.” On the show, John reminds us again that for a marketer today, the most truly scarce commodity is… attention. Not only is less and less of it available, but it's becoming more and more expensive for a business to get the attention of their prospects, if they can get it at all. Lucky for us, John has spent years developing unusual and unusually profitable techniques to do that. Sometimes at a surprisingly low cost. Among the things he talks about are: • How to rope in the attention of the very best customers in the market… weeks, months, and even years before your competitors even know who these customers are. • The elevator pitch that turns into an earworm they can't get out of your head. John explains how to put one of these together, and how it's been used to get business in the course of a seven-floor elevator ride! • How he has created out-of-the box USPs that seem to break all the rules, but also punch right through the ceiling on sales records!Download.

    Emotional Lockpicking and Other Wildly Profitable Ideas, with John Williamson

    Play Episode Listen Later Mar 14, 2022

    Here at Copywriters Podcast, we pride ourselves on having unconventional guests with unique marketing ideas, but our guest today, John Williamson, really takes “unconventional” to a whole new level. John lives in an undisclosed location on the side of a mountain in Scotland. Over the last 30 years he has generated millions of dollars in sales for himself and his clients with his own special brand of unique selling propositions. He's also come up with an innovative copywriting concept he calls “Emotional Lockpicking.” I find it fascinating and he'll share it with us today. Plus, he has loads of other money-making ideas I promise you haven't heard anywhere else before. One of John's favorite quotes is: “All things being equal, people buy on price. Which is why your number-one job as an entrepreneur is to ensure that ‘things' aren't equal.” Probably related to that idea is a speech he has given over 250 times called “How to Charge Higher Prices Than Your Competitors… and STILL Win the Business.” On the show, John reminds us that for a marketer today, the most truly scarce commodity is… attention. Not only is less and less of it available, but it's becoming more and more expensive for a business to get the attention of their prospects, if they can get it at all. Lucky for us, John has spent years developing unusual and unusually profitable techniques to do that. Sometimes at a surprisingly low cost. Among the things he talks about are: • How to rope in the attention of the very best customers in the market… weeks, months, and even years before your competitors even know who these customers are. This is possible with one of John's most prized inventions, Emotional Lockpicking. • The elevator pitch that turns into an earworm they can't get out of your head. John explains how to put one of these together, and how it's been used to get business in the course of a seven-floor elevator ride! • An amazing one- or two-word addition to your copy using a method John has refined and perfected. The method is called “egoic labels” and just these one or two words have seriously boosted response rates for copy in many industries.Download.

    The King of Advertorials, with Justin Brooke

    Play Episode Listen Later Mar 7, 2022

    Our guest today is famous in digital marketing circles as an online advertising expert. His name is Justin Brooke and I'm so happy he can join us. Justin is the founder of Adskills, a great training company for online advertising. He's also a super-experienced media buyer, having spent more than $10 million for lead generation as well as eCommerce campaigns. While Justin could give us super-valuable information on a lot of things, there's one topic he knows a lot about where I've found it's really hard to find any other expert who is also a good teacher. Justin is both – that is, an expert, and a really good teacher, and that topic is advertorials. It's great that we get to talk to him about that today. Here's what we ask him in today's show: 1. For people who don't know -- What are advertorials, and how are they useful in marketing? 2. How did you get into writing, and teaching about, advertorials? 3. What are the key differences between an advertorial and... - content/articles - sales letters/ads? 4. Could you give us an example of a successful advertorial? 5. What are some mistakes people make when they try to do advertorials, but mess up instead? 6. What are some of your best go-to tips to creating successful advertorials? 7. If someone wants to learn more about advertorials, what would you recommend? AdSkills.comDownload.

    Getting A Piece of the Action, with Jason Moffatt

    Play Episode Listen Later Feb 28, 2022

    In just about every copywriter's life, there comes a time when you ask yourself, “Why on God's green Earth are all my clients making money hand over fist, day after day, month after month — and I just get paid just once?” It's a fair question because, more often than not, as copywriters, we end up essentially inventing our clients' businesses. With our copy. With our ideas. With our expert guidance. To create a money machine. Our guest today has a solution to this problem copywriters have. His name is Jason Moffatt, and his nickname is “profit Moffatt” for a reason. He's figured out how to do profitable deals, both for his clients and for himself. He started his copywriting career reading books and courses while waiting in his spy van during private investigation stakeouts. After 17 years in Internet Marketing, Jason teaches digital marketers and copywriters how to get their slice of the pie by acquiring significant equity chunks on any project they work on. He spends most of his time on Hawaii's famous island of Maui, playing guitar and helping fellow entrepreneurs and copywriters get paid far better. We started out talking about what Jason calls “The Inception,” which is his term for the great opportunity right under the nose of most copywriters. But there are a few changes you need to make to your mindset to see the opportunity, and take advantage of it. Jason explained that clearly and in useful detail. Most copywriters have a million-dollar talent that most of them are unaware of, and Jason talks about how to recognize it and how to leverage it in your business negotiations. Also, why even though you have other talents of great value, your ability to write copy that converts is disproportionately valuable to a prospective business partner. Jason then talked about some first steps, but probably the most important one is selecting the right partners for an equity deal, and keeping your distance from the ones who are highly unlikely to work out. He had some great info on finding partners, negotiating terms... and sealing the deal. For more, here's Jason's course on getting equity deals:

    Warming Up To Write Copy

    Play Episode Listen Later Feb 21, 2022

    One reason it's hard to write copy is when you start out, you've got so much in front of you, it can seem overwhelming. Not only that, but just one you get in the groove for writing copy for one part of the letter or VSL, you have to shift gears. That's because different sections of what you're writing have different rhythms. Each one has a different feel. For example, a story needs to have good momentum to it. But it's not nearly as fast-paced as good closing copy is. Today we're going to talk about some ways you can overcome this problem, and it has to do with warming up to write each section. Just like if you were going to warm up to work out or go for a run, you can warm up to write each section of your copy differently. This will help you a lot, especially if you've got a big project and you feel like you're facing a brick wall. We talked about Gene Schwartz's big concept of copywriting: That it's not “writing,” but in fact is really “assembling.” He mentioned this at a talk he gave to people at Rodale, which used to be a big publisher based almost entirely on direct-response marketing. They closed their doors five years ago, after 87 years in business. When Gene Schwartz talked about assembling, he meant you have a bunch of little parts, and then you put them together. When you do this, it helps if you first have a structure -- that is, if you have an idea of which part goes where, and why it goes in that particular place. But don't worry if you don't have that sense when you start. Because often the structure, in the same way as your headline and your hook do, will "reveal itself" as you work through other parts of the copy. In today's show, we talked about six “parts” you assemble. And we'll talk about them in the order that they usually appear in a sales letter. You may or may not want to do them in that order. We'll talk about that as we go through them. We covered six key parts of copy, and talk about how and why to warm up for each one when you're first writing. They are: 1) headline, 2) lead, 3) bullets, 4) story, 5) closing copy, and 6) testimonials. The reason you want to warm up is the same as why you'd warm up when you're working out — to loosen your muscles (in this case, your mental muscles), and to get the momentum of FLOW going.Download.

    Advertising Cheat Codes, with Nathan Fraser

    Play Episode Listen Later Feb 14, 2022

    Whether you're running a business or running someone else's Facebook advertising for them, it always seems like there are a million things to keep track of as far as advertising is concerned. No doubt about it; there are. But there are a few things that are truly make-or-break, day in and day out. A few crucial things that will define the line between profitability and losing money. A few things that determine sale or no sale. In other words, a few things that matter a lot more than the others. Nathan Fraser calls these few things “Advertising Cheat Codes.” Now don't get him wrong, the other things are important, too. But I'm going to say the difference is, you can slip on the other things a little now and then and they won't tank your business. But screw up regularly on the big things, and you could be in for some tough times ahead. Fortunately, once you know what these few, very important things are, you don't ever have to screw up on them. Nathan told us about three of the most important Advertising Cheat Codes today. His first Advertising Cheat Code is “Stick the Landing.” The standard meaning of these words is to execute a perfect landing after an acrobatic move — especially in gymnastics — or, more generally, to accomplish an impressive feat successfully. Nathan's use of the phrase is not so far from the second definition, but of course it does have a very specific meaning when it comes to advertising. One that can make all the difference between failure and success. His second Cheat Code is, Stand-Out Advertising. If you have a wild imagination, like I do, you might be picturing a guy walking up and down the sidewalk wearing a huge sandwich board. You know, where each side is a placard almost as tall as the guy himself. While that could fit into Nathan's overall definition, that's not what he means by Stand-Out Advertising. But what he does mean could result in a lot of extra sales for your business. And Nathan's third Cheat Code is “Big, Beautiful Back Ends.” Now pull your mind out of the gutter -- he's talking about something else! What's vitally important are two related concepts: How much it costs you to acquire a customer, and how well you determine the lifetime value of each customer. Nathan makes it easy for you with some pinpoint advice in this part of the show. The bottom line is, Big, Beautiful Back Ends = more revenue and more profits. You can get more on each of these PLUS two additional Advertising Cheat Codes, here:

    How to COMPLETE Long Copy Projects

    Play Episode Listen Later Feb 7, 2022

    Today, let's talk about staying with big copy projects, once you get started. You know, they say “begun is half done.” That's true, but then there's the other half, and that's where we run into trouble sometimes. The half that's not done yet, but still needs to get done. We've covered the steps of how to write a sales letter before and we'll cover it again, but that's not what I want to talk about today. This is more about how you need to prepare and what you need to do when you're working to finish your project and have the best copy you can have. I'll give you a hint as to where we're going. I've invented something called the Frustration-Flow Scale. All the way to the left is frozen in frustration. All the way to the right on the scale is floating in flow. Effortless and fun. The trick is to get on the right side of the scale and stay there, for as long as possible, as often as possible. So all the things we're going to talk about today are ways to get to and stay on the right side of the frustration-flow scale as much as possible. Not so much so you have a nice day, as, if you are in a flow-state, you are much more likely to get your project done. Look at it this way. You're doing a jigsaw puzzle. You've got a round piece and a round hole where it looks like it should fit. Frustration would be struggling, pushing, scrunching, scheming to get the round piece in the round hole. Flow would be just slipping it in without so much as giving it a second thought. That said, in what we're doing today, getting to flow is the end result. It's how we want our work to go, but you can't just “drop into it” with being prepared. Frustration will derail you over and over again if you haven't done things ahead of time to prevent it. Think of frustration as a series of detours that keep you from arriving at flow. It's much harder to keep going on a big project when you keep banging your head on the wall or get your momentum interrupted because there are things that need to be done before you can move forward. Today's show is about heading them off at the pass -- that is, clearing away the frustrations in advance. Or, doing what you need to do, ahead of time, to be prepared for steps in the process so they don't turn into huge stuck points that mire you down. We're going to move quickly through three sets of skills and knowledge that will help you get the dang thing DONE: First, mechanics. Second, market knowledge. And third, mindset. And I'll suggest some resources along the way to help you with these things. Here's a cheat sheet for after you've listened to the show, to review all of these skills, and the kind of knowledge you need to line up. 1. Mechanics: Learn to do the little things extremely well (learned from Guy Michelmore). Breaking a complex idea into smaller, simpler parts Mapping out your sales letter into chunks Getting human stories Writing compelling headlines and subheads Using picture words 2. Market Knowledge Historical knowledge Real-time knowledge Human nature knowledge 3. Mindset Focus Flexibility Faith Flow Resources mentioned in the podcast, with links: $100 MM offers, by Alex Hormozi The Brilliance Breakthrough, by Eugene Schwartz Advertising Headlines That Make You Rich, by David Garfinkel Scientific Advertising, by Claude Hopkins How to Make Your Advertising Make Money, by John Caples How to Write a Good Advertisement, by Victor Schwab Triggers, by Joe Sugarman Download.

    Bond Halbert's Copywriting Secrets, Part 2

    Play Episode Listen Later Jan 31, 2022

    We're back with the legendary Bond Halbert, who I am proud to call my friend. On the last show, Bond talked about better ways to get started in copywriting. On today's show, Bond will share with us some crucial insights about what working copywriters are doing wrong, and how to fix those problems. Bond's father, of course, was the famous copywriter Gary Halbert, and Bond is among Gary's first very successful students. In fact, Bond was closest to his dad in both a personal and professional relationship. More recently, after copy chiefing some of the largest financial promotions of our time, Bond pioneered many tactics for getting the highest email open rates in any industry. After Gary passed away, Bond and his brother Kevin took over and the brothers have put out great copywriting products, including the Halbert All-Star Audio Series, which I am proud to say I was invited to participate in. Bond and Kevin also have started the Gary Halbert Copy Club Facebook group, which has an astounding membership of more than 21,000, as of the day of our recording. That is HUGE for a copywriting group on Facebook! Bond mentors copywriters and we'll give you contact info for him at the end of the show. Today, Bond talks about the biggest mistakes copywriters are making, starting with how to know if you're talking to the wrong audience. This happens a lot more than most copywriters realize, and Bond has some quick and accurate ways to find out if there's a problem, and if there is, how to fix it. Besides that, clients make fundamental marketing mistakes all the time. Bond provides time-tested ways to correct their mistakes so your clients can get better returns on their advertising. More than that, Bond shares some insider tips on easy ways to make light bulbs go off in your client's head, so they start to see your as more valuable… and, of course, pay you more. Timing issues: Bond shares the hilarious but vitally important “porcupine in heat” theory, as well as how to know when you're mailing too much and when you're not mailing often enough (it's not the same for every type of business). Also, some ninja research tips to help you multiply client profits, and get paid higher royalties from clients as a result! This is a great show for copywriters at all levels. Here's how to get in touch with Bond, and a couple of resources: important blog post: Gary Halbert Copy Club on Facebook Download.

    Bond Halbert's Copywriting Secrets

    Play Episode Listen Later Jan 24, 2022

    We're so lucky to have Bond Halbert on the show today. Bond is my friend and has been a great supporter, professionally, for years. Bond's father, of course, was the famous copywriter Gary Halbert, and Bond is among Gary's first very successful students. In fact, Bond was closest to his dad in both a personal and professional relationship. More recently, after copy chiefing some of the largest financial promotions of our time, Bond pioneered many tactics for getting the highest email open rates in any industry. After Gary passed away, Bond and his brother Kevin took over and the brothers have put out great copywriting products, including the Halbert All-Star Audio Series, which I am proud to say I was invited to participate in. Bond and Kevin also have started the Gary Halbert Copy Club Facebook group, which has an astounding membership of more than 21,000, as of the day of our recording. That is HUGE for a copywriting group on Facebook! Bond mentors copywriters and we'll give you contact info for him at the end of the show. What we talk about during the podcast is something we get a lot of questions about all the time, and that is, how do you get started as a copywriter? Bond began with a brilliant and intriguing idea for every copywriter — but particularly for those of us just at the beginning: How to earn as you learn. And there's more to this than making money. When you follow these tips, you'll be able to prove — quickly — that you're a professional copywriter, and work your way up the pay scale much faster than most people do. Now, this may sound silly until you face this problem head-on. And believe me, it's already happening. What to say when a prospective client wonders why you'd be a better choice than using AI to write copy instead. It's a compelling argument, and it will help you save jobs you otherwise would have lost out on. Bond also talked about the number-one thing that keeps copywriters from moving up to the A-level. No matter how good your copy gets, unless you follow this advice, you may be stuck at a lower level for much longer than you'd like. One more thing you'll love: How to dramatically increase your value to any client by only writing a few words. It's a brilliant idea… I know it will work… and, I'm a little embarrassed to say, I've never thought of it or heard it anywhere else before. Plus a lot more! This is one show you'll really want to give your full attention to. To get in touch with Bond, here is his email and a couple of weblinks: important blog post: Gary Halbert Copy Club on Facebook Download.

    MacArthur Genius Creativity Secrets - For Copywriters

    Play Episode Listen Later Jan 17, 2022

    Every year, between 20 and 30 lucky people get a phone call that goes something like this: "Congratulations! The MacArthur Foundation has determined that you are a GENIUS, and we'd like to send you some Mo-NAY! Unlike my parody of the actual phone call, the money is serious — these days, $625,000, paid over five years. To use however they want. Now that's great for them, but so what? How does this have anything to do with copywriting? It's simple. These people get the award because the foundation gives it to them explicitly because of their creativity and originality. Something every good copywriter wants to get better at, too. Now… stay with me here… What if you could travel around the country interviewing these people and coaxing from them their creativity secrets? Well, maybe you could. But someone already did. And she wrote a great book about it. Denise Shekerjian interviewed 40 MacArthur fellows, as they are officially called. The book she wrote is titled "Uncommon Genius: How Great Ideas Are Born." I cherry-picked some of the best revelations. Especially those thought would help us copywriters increase our own personal creativity. So, here's what we're gonna do. I selected three categories that all of us can relate to: intuition vs. judgment… luck… and staying power. The last one being, what motivates you to stick with a problem or a project that is giving you a hard time? And for each of the three categories, I shared insights from three MacArthur geniuses. Nine in all. There's no one answer that the author got from every genius on every topic. Which makes sense, since these people are unusual individuals. They range from movie directors to composers to anthropologists to professors. And who knew that professors could be so creative? But some of them really are. We'll take a tip from each genius and then look at how some of their ideas could prove to be a boon for a copywriter or other creative entrepreneur. link to the book: Uncommon Genius: How Great Ideas Are Born, by Denise Shekerjian Download.

    To Make More Money, Stop Selling So Much in Emails, with Emily McGuire

    Play Episode Listen Later Jan 10, 2022

    We don't usually give out formulas on this show, but today I'm going to start with one: Empathy = $80 million. I got that -- actually, I created it -- from looking at the work of our guest today, Emily McGuire. She's a big-time specialist in email marketing. And her email campaigns have earned clients over $80 million in revenue. The reason I put empathy in the formula is that Emily says her guiding principle is “Leading with empathy… figuring out where your prospects and repeat customers are in their buying cycle, or customer journey… and re-engaging them when they start to cool off.” In her business, Flourish and Grit, Emily has worked with consumer brands, health and wellness businesses, and Software-as-a-Service companies in the tech space. Her most famous client is probably Adam & Eve, the adult toy store. She used the empathy approach to increase their profits by 36%. Here's what I asked her: 1. Emily, I'm just betting you polarize audiences when you tell them that if they want to sell more with their emails, they should stop pitching a product or including a “buy” like so often. First, do I have that right? And secondly, if I do, why do you say that? 2. Could you walk us through some examples of how you have helped companies improve sales and strengthen their communities, using your approach? 3. Let's delve into the kind of copy you write and the framework it fits into. Could you share a few paragraphs from a couple different emails, and tell us about the overall email it fits into? 4. This has been great, Emily. How about some tips for writing the kind of emails you've been talking about? To get Emily's report on Action Guide on increasing email open rates and join her email list:

    Copywriter's WorkBench - Old Masters Series

    Play Episode Listen Later Jan 3, 2022

    Today's show is part of our popular Old Masters series, and we've got some unusual info and ideas from a copywriter of old, John Starr Hewitt. This comes from a book we're pulled from before, from 1925, called “Masters of Advertising Copy.” From everything I've seen in this book, Hewitt is the only contributor who gets down to cases when it comes to what it takes to become a master in copywriting. His ideas are decidedly different, even for today. He talks about the subtle skills a copywriter needs to develop, and the subtle changes that occur as you get better and better. I agreed with most of what he said. I didn't have an issue with any of it. Some of it was a little hard to understand and apply for copywriting today, but most of it translates very easily. And all of is interesting. More than how to structure an ad or how to do your research, this chapter by Hewitt focuses on awareness. What you need to pay attention to both with your product and regarding the world at large. Since this is new information, the way he presents it, I think you'll find it useful and maybe give you some new ideas. So let's talk about John Starr Hewitt and his chapter. I couldn't find out much about him personally or career-wise, except it looks like he was from New Jersey. His main idea is: What you see and what you feel is a major set of factors in your success as a copywriter. It's interesting that this was from 100 years ago, when only recently have authenticity and deep empathy become so important, maybe again or maybe for the first time, for copywriters. Because he was writing almost 100 years ago, every copywriter Hewitt refers to is a “he.” I hope you can look past that and understand that for the sake of accuracy and not adding awkward extra language to the quotes, you can assume “he” means both “he” or “she” for today's show. OK, let's get started. Hewitt begins by saying: “The more one sees of the difficulties of copywriting, the deeper grows the conviction that really great copy depends even more on seeing and feeling than it does on writing. “The man who sees and feels can hardly help writing sincerely. … “To express fully a fine, deep feeling calls for a writing skill possessed in the highest degree by only a few in each generation.” I agree. There will only be a few who are truly at the top of their game. But that doesn't mean it's game-over for everyone else. Because in copywriting, you can make a really great living, even make millions, without being one of the few very, very best. However, you still have to really home in on some key skills and get as good as you can at them. And Hewitt sounds more than a little like John Carlton when he says: "So it behooves the copywriters to grow up, get his work-bench in order, and learn to practice his art as a mature and conscious craftsman.” Link to free download on GoogleBooks, Masters of Advertising Copy:

    7 Things I Wish I Knew When I Started Writing Copy

    Play Episode Listen Later Dec 27, 2021

    So, with the year 2021 just days behind us, I thought it would be fun to reminisce about my early days as a copywriter. It was definitely a second career for me. I had started out as a business journalist. Of course, not knowing anything about copywriting when I first started, I assumed writing copy couldn't be all that different from writing news and feature stories, right? I was about as wrong as I could be. And, of course, I found out. I learned the hard way. I seem to have developed a knack for learning that way. I don't know if I can save any new copywriters from the painful lessons I had to learn the hard way, but hope springs eternal. And who knows, even experienced copywriters might remember something they had forgotten, or, get some new ideas from hearing the old truths. Each of these things I talk about on today's show are now like iron laws that I remember, observe and respect every time I sit down to write copy myself, or critique copy for my clients. Resource: Copywriters Podcast Episode 174: Believability in Copywriting youtube: Download.

    Chris Haddad's P.I.G. Method, Part 2

    Play Episode Listen Later Dec 20, 2021

    Our guest today, Chris Haddad, sent shock waves through the copywriting world a couple weeks ago, with the launch of his much-awaited online training program called “The P.I.G. Method.” “P.I.G.” stands for “Punch in the gut” and I would say that's a fairly universal description of how Chris's copy in his video sales letters affects viewers. When you watch one of Chris's promotions, or read his copy, you go on an emotional roller coaster ride that's right up there with what you experience with a blockbuster Hollywood thriller. Chris does have a background in theatre and film. But his greatest accomplishments, I would argue, have come in the digital marketing space. Chris has created products and promotions for them which have brought in millions of dollars and caused quite a stir in the marketplace. However, The P.I.G. Method is the first time, as far as I can tell, that Chris has revealed his secrets of how he puts the promotions together. Which is something a lot of people have wanted to know for quite a while. On today's show, we covered Chris's experience with actually writing the copy for his promotion of The P.I.G. Method. That might seem ho-hum to you, but not to me. I've written copy for my own products, and I've always found it to be a challenge, since I'm the client as well as the copywriter. It's not impossible, but there are just some roadblocks to get out of the way. Chris, however, didn't have the same problem so many other copywriters have had. It was especially interesting to hear him describe his own writing process, and you might be able to pick up some valuable tips for yourself, writing any copy -- for your own products, or otherwise. Chris also gave us some new sneak peeks at a few of the gems inside his P.I.G. method.Download.

    Chris Haddad's P.I.G. Method

    Play Episode Listen Later Dec 13, 2021

    Our guest today, Chris Haddad, sent shock waves through the copywriting world 10 days ago with the launch of his much-awaited online training program called “The P.I.G. Method.” “P.I.G.” stands for “Punch in the gut” and I would say that's a fairly universal description of how Chris's copy in his video sales letters affects viewers. When you watch one of Chris's promotions, or read his copy, you go on an emotional roller coaster ride that's right up there with what you experience with a blockbuster Hollywood thriller. Chris does have a background in theatre and film. But his greatest accomplishments, I would argue, have come in the digital marketing space. Chris has created products and promotions for them which have brought in millions of dollars and caused quite a stir in the marketplace. However, The P.I.G. Method is the first time, as far as I can tell, that Chris has revealed his secrets of how he puts the promotions together. Which is something a lot of people have wanted to know for quite a while. On today's show, we covered the product creation process, which is especially tricky for a copywriter or anyone else who has to reverse-engineer their own method and techniques. Not quite like doing brain surgery on yourself, but, it is a challenge because for most people, especially high performers, actually figuring out your own process and spelling it out for others is difficult. That's because so much of the information is intuitive, or what is frequently known as “unconscious competence.” Chris also gave us a sneak peak at a few of the gems inside his P.I.G. method.Download.

    7 Idea Generators from The Copy Book

    Play Episode Listen Later Dec 6, 2021

    Today's podcast comes from a handful of idea generators I found in "The Copy Book —How Some of the Best Advertisers in the World Write Their Advertising." I found out about this book from our friend Sean Vosler, who's been on the show before. It's over 500 pages long, and while it's interesting, most of it does not really apply to direct response copywriting, which, after all, is what this show is about. Nevertheless, there were a few gems I found that are great idea generators for all copywriters. So that's what we're going to focus on today. We've got seven idea-generators, coming from four different copywriters. I'll mention their names as we get to each one. Obviously these are people who know their way around writing advertising. And, like I said, I carefully selected each idea generator because I can see how you can apply this to what you're doing when you're writing copy yourself. The Copy Book Download.

    The Big Idea, Micro-Scripts and a Special Surprise, with Bill Schley

    Play Episode Listen Later Nov 29, 2021

    We have an extra-special guest today, and I will tell you about him after I tell you about his book. Nine years ago, someone -- and I'm sorry I can't remember who it was -- told me about this amazing book called “The Micro-Script Rules.” I went crazy when I got it and have been recommending it to people ever since. Fast forward to earlier this fall. My client Billy Broas emailed me, having recently spoken with the author of that book, Bill Schley. He wanted to introduce the two of us. Long story short, Bill is what I would call an expert in branding that sells. In fact, he's the only person I know who has a pretty foolproof system for creating branding that rockets companies to the top of their niche. He's been doing that for about 30 years -- companies of all kinds. I was able to get him to come on the podcast and talk about that. Normally we direct marketers are a little hesitant to listen when anyone talks about branding, but I promise this. You'll want to hear what Bill has to say. That's because he's worked in New York City at Ted Bates and Company, where legendary branders came up with household names that are still around today, decades later. Bill was a part of that process, but like a lot of young people in New York at the time, he never got a clear explanation on how to do this. He was just supposed to watch and “get it.” Lucky for him, he did, and that led to him doing it successfully over and over until he was able to figure out consciously what he was doing intuitively. It all starts with the Big Idea, and Bill has some insights and how-to's about that which are clearer and better than anything I've ever heard before. When he worked at the agency in New York, he was just supposed to watch and “get it.” Lucky for him, he did, and that led to him doing it successfully over and over until he was able to figure out consciously what he was doing intuitively. And that's the first thing we talk about on the show, where Bill gives us some revolutionary perspective about branding and the Big Idea. Then, we go on to talk about The Micro-Script Rules, one of my favorite marketing and copywriting books of all time. For everyone besides Bill, here's a hint as to why I like it so much, and it's the little quote above the title: “It's not what people hear, it's what they repeat.” And the subtitle is, “How to tell your story (and differentiate your brand) in a sentence… or less.” Pretty powerful ideas. Finally, the special surprise. Bill tells us about something coming in a few months that everyone should be interested in. Link to Bill's book, The Micro-Script Rules Download.

    The Most Persuasive Story Structure on Earth, With Kenneth Yu

    Play Episode Listen Later Nov 22, 2021

    We've got a very special guest today, Kenneth Yu. I really want to thank him for staying up very late to join us. As we're recording this, it's the middle of the night in Kuala Lumpur, Malaysia, where Ken is based. He's going to tell us about what he calls “the most persuasive story structure on Earth,” and he has a point. He calls it “the scalable parable,” and this refers to the way religious stories are structured. Now, from a sales point of view, the Holy Bible had sold five billion copies, according to the Guinness Book of world records, and that was 1995. More than any other book in the English language, and almost certainly more than any other book in the world. Scalable parables are great in religious texts, but what about in copy? We'll find out today. Ken is going to tell how he used this religious story structure to get the number one biz-op Clickbank offer last year. More important, he's going to tell you what you need to do to use this same structure in your own copy. Ken's got some amazing copywriting street cred. He's written for big online publishers including Agora and Mind Valley. He's also worked in the big corporate advertising markets with the Ogilvy agency, and picked up a handful of international awards for his work. Here's what I asked him: Could we start with what you did on Clickbank that worked so well for you? I'm very curious to know, how did you discover this holy grail formula, the scalable parable? Ken, why is storytelling more important to a company's revenues than most people think? When you say, “Nature abhors a vacuum,” which we've all heard before, you have a special meaning for that phrase. Could you tell us about it? What's different and more powerful about religion-based storytelling? What are the steps to creating a holy grail story? Please tell us how this all fits into creating a “tribe of customers,” and how to do that? Finally, how can people find out more about The Scalable Parable? Link to Ken's site:

    Principles of Advertising — Old Masters Series

    Play Episode Listen Later Nov 15, 2021

    We're back with an episode in the Old Masters series -- four Old Masters, in fact. These four people are the co-authors of the book “The Principles Of Advertising,” first published in 1915. I ran across it while tracking down something else I had learned about from Copywriting Historian Sean Vosler, who has been on this show before. The authors are: Harry Tipper, Harry L. Hollingsworth, George Burton Hotchkiss, and Frank Alvah Parsons. It's interesting to see how much has changed and how little has changed in the last 100 years. Of course the world has changed and the channels of communication are different. But people are pretty much motivated by the same things they always have been. And what works in ads hasn't changed that much, either. So the book we're going to look at today was published over 100 years ago. It was written as a textbook and that should scare anyone off. But the good news is, two of the authors are ad professionals, and two are professors. The language is a little old-fashioned, but the information is practical and clearly comes out of real-world experience. The book has 33 chapters! Far more than we could cover in one podcast, or even two. So I selected two big-picture chapters and three chapters about copy, and we have some of the most important and usable points from each one. Now if you're a copywriter, you might think the big-picture stuff isn't really necessary or relevant. And strictly speaking, it's not. But look at it this way: If you were a skydiver, sure, you'd want to know how to put on a chute, how to jump out of a plane, and how to open your chute well before you hit the ground. But it would probably also be a good idea to get a general understanding of how gravity works, and that falling objects pick up speed at 32 feet per second every second. Same idea here. Besides, all this general context stuff will directly help you, as a copywriter, get more sales from your copy. Not the skydiving stuff, but the advertising stuff. The book is out of copyright now, and available free as a PDF download from Google Books. Here's the link:

    Hard-Won Business Wisdom, with Nathan Fraser

    Play Episode Listen Later Nov 8, 2021

    When you need some good advice for your business, who you gonna call? My way of looking at is pretty simple: You need someone who knows it, not only because they've studied it, but because they've also done it. Successfully. In the best of all possible worlds, more than once. For instance, if you wanted to take a cooking class, would you choose a class given by someone who has read all the cookbooks… watched every episode of “Master Chef”… and knows where you can get the freshest ingredients in town… but has never cooked a meal for anyone besides himself? Of would you want to learn from someone who has a decent education in food preparation but has also cooked and served hundreds of meals to happy customers, friends and family? Me, I'd choose the second one. Because he's not only a teacher, he's a doer. Now, you may know Nathan Fraser as the announcer and co-confabulator on Copywriters Podcast, but today you're going to discover another side to Nathan. He's also an experienced entrepreneur and copywriter who has gone through the trials and tribulations every successful businessperson goes through before they find out what really works. Just a few weeks ago, Nathan released a new book called Start-U Cheat Codes: Success Shortcuts For Your Start-UP (Or Small Business). I rushed to get a copy as soon as I found out about it and I was floored. By how simple it was. By how powerful it was. And by how had nuggets for ANY business in it. While it is pure gold for a start-up, it's also a can't-miss diagnostic tool for any business of just about any size. I talked Nathan into discussing it today. You probably think I'm kidding, but at first he thought I was kidding when I asked him to do a show about it with me. I wasn't. You'll see why in a minute. I told Nathan: I truly don't know if you realize how much pared-down wisdom you packed into that book. It reminds me of “Obvious Adams,” a simple, short book that we talked out previously on this show. The reason it does is, it covers the basics so well, so simply, so elegantly, it's hard to miss the essentials when you read it. And that's rare among business books. I was wondering if we could talk about your own history as an entrepreneur. Your experiences, in a nutshell, and what got you to where you are today? So, as I see it, your book sets out to solve a lot of problems start-ups and small businesses face all the time, and they don't really know how to solve them. Could you talk about the problems you see, both with start-ups, and with small businesses that are only performing at a fraction of their potential? You've also seen people who solved some of these problems, starting with yourself. Could you tell us how you discovered the path to success, and how you've helped others do the same? There are a couple of key things in your book that really stood out to me, and I was wondering if you could talk about them. The first one is the idea of the “Genius Zone.” I think that's so important for people to understand. The other thing is multiple streams of income. Someone with a job usually has just one. Many business owners have only one. Could you talk about having more than one and what that looks like? Finally, tell us more about the book. How have people responded, and how does everyone else get a copy if they want it? And they should! link To Start-Up Cheat Codes:

    What Your Customers Want Most To Know, Part 4

    Play Episode Listen Later Nov 1, 2021

    We're back with our Old Masters Series, and this is the last part of a four-part series -- What Your Prospects Most Want To Know. I would add, what is it that they want to know right away, and whether or not you tell them might decide whether or not they keep on reading? The answer is still: What will your product, or service, do for me? But this time, we're going to take it from a different angle. Up to now, we've talked about what your product can help them do, gain, and save. But this time, it's what your product will help the prospect be. This is different and may in many ways go deeper than before, because this is about identity. So here's what we're going to do today. We'll go over seven things Schwab found prospects want to know if your product can help them be. I'll show you how and why. We'll cover some examples you are probably familiar with in general, like product categories, or in specific, like promotions you've probably heard of. Again, let me remind you that Vic Schwab spent 44 years working in advertising and kept a lot of notes. Everything here is based on testing and very scrupulous observation, with an eye towards what stimulates inquiries and what generates sales. From the eye of a master. That's because Ad Age magazine called Schwab “the greatest mail-order copywriter of all time.” In 1941, he wrote a series of five articles for Printers Ink magazine and titled the series “How to Write a Good Advertisement.” In 1961, he expanded that series into the book, “How to Write a Good Ad.” The book is so important that my mentoring clients and I spend almost half a year going through this book in a special way I've developed. It's as good in its own way as Gene Schwartz's “Breakthrough Advertising.” In short, I'd saw Schwab's book is a gold mine for copywriters. Also, a quick reminder: Everything in this and the other three podcasts in this series come from page 47… the first half of the page. That might seem like a lot of podcast based on very little information, but remember, he spent 44 years testing and tracking ads and reviewing other top-performing ads. So it's condensed practical wisdom. The book and the link: How to Write a Good Advertisement, by Victor Schwab Download.

    The 5 Monsters of Copywriting

    Play Episode Listen Later Oct 25, 2021

    The market research company Ipsos recently did a poll that found 46% of Americans believe in ghosts. I found that annoying because they didn't ask Americans how many of them believed in monsters. It's so important which words you use when you're taking a survey. Ipsos also found that 7% of Americans believe in vampires, and 6% believe in zombies. With Halloween coming up, I thought this would be a good time to do a show about monsters. Specifically, the Five Monsters of Copywriting. Especially for all the copywriters who can't go trick or treating because they are locked in a room on a deadline. Now, look. The Ipsos poll also found that 88% of parents eat their kids' Halloween candy. So I guess being a copywriter on deadline isn't as bad if you're a parent. But let's talk about these Monsters. They are the very things that keep us from writing. I saw this sad plea for help on Twitter on in late September, from newspaper humor columnist Alexandra Petri. She wrote: “Friends if you see me on here next week, please bang a rolled up newspaper on a table nearby. So that I get startled and scuttle away. I am supposed to be working on my book.” Imagine that. She thinks that her friends can scare the monsters away from her by banging a rolled up newspaper on the table, miles away from wherever she is at the moment. Well, what are these monsters, anyway? Everybody knows about these monsters, at least vaguely. Everyone at least has an inkling. But we're not afraid to talk about things other people are afraid to talk about. Even if we are afraid of those things ourselves. You know, they say the first step to solving a problem is admitting you have a problem. That may be as far as we get with some of these monsters. Other ones, we might have a solution or two so you can scare that one away WITHOUT having to get someone else to bang a rolled up newspaper on the table. These are monsters all of us face every day. Some of us have learned how to deal with them some of the time. A few of us deal with them well almost all of the time. You'll want to listen to see how many of them you recognize, and maybe get some new insights on what you can DO about them!Download.

    The Two Copywriters Who Changed Everything, And The Man Who Hired Them

    Play Episode Listen Later Oct 18, 2021

    We're back with a special Gold Edition of Copywriters Podcast. The reason it's a Gold Edition is because we are taking a deep dive into the gold mines of copywriting history. The two men who invented copywriting as we know it are Claude Hopkins and John E. Kennedy. And the man who hired them was Albert Lasker. I came across this book, The Man Who Sold America, which has information I'd never seen anywhere else before. That was probably because one of the authors, Arthur Schultz, is the former CEO of the ad agency Foote, Cone and Belding — which gave him and his co-author Jeffrey L. Cruikshank access to private papers and other information that was not available to anyone else. You see, Foote, Cone and Belding used to be called Lord and Thomas. That was the agency Albert Lasker ran when he hired Claude Hopkins and John E. Kennedy. I probably never would have even known about this book if I hadn't been told about it by Brad Nickel, one of my mentoring clients and a previous guest on Copywriters Podcast. It's a big book, so I've selected a handful of key highlights from more than 400 pages that go deep into Lasker's life, and his experiences with the two copywriters. This podcast contains three sections, and each section is focused on one person. First, Albert Lasker… then John E. Kennedy… and last, Claude Hopkins. We look at how their lives and careers intertwined. I think it's very interesting that all three of them got to where they were and did what they did through some personal connections. In the case of Kennedy, a personal connection he proactively created himself. Here's the book this information was taken from, and adapted considerably for today's show: The Man Who Sold America, by Jeffrey L. Cruikshank & Arthur W. Schultz

    Secrets of $10 Million Supplement Sales Letters, with Mike Pavlish, Part 2

    Play Episode Listen Later Oct 11, 2021

    We're back with Mike Pavlish for part two of $10-million-plus sales letters, especially in the supplement industry. As we mentioned last week, Mike is a superstar copywriter. He has written promotions for health supplements for some of the most successful supplement companies in the world, including Agora, Dr. Al Sears, Healthy Directions and many others. Mike has also written for smaller entrepreneurs who sell supplements online. All told, Mike's sales letters and VSLs have sold more than half a billion dollars worth of supplements. Half a billion dollars. Last week, Mike shared with us some incredibly valuable information about how to prepare before you start writing, and some insider tricks for getting your copy read and acted upon. But there's so much more he has to share that we asked him to come back for a second show, and he agreed. Today talked about a new set of really valuable techniques and ideas, including: • How to use stories to draw in your prospect • TWO types of mechanisms (first we've ever heard of this) • The best ways to present proof • How to maximize the perceived value of your product • How to get a high average order value Plus, a LOT more! Mike's website: Download.

    Secrets of $10 Million Supplement Sales Letters, with Mike Pavlish

    Play Episode Listen Later Oct 4, 2021

    Get ready for a master class in creating eight-figure sales letters, from a copywriter who has done it… over and over and over again. I'm really excited that today, we have Mike Pavlish on the show. He has written promotions for health supplements that have in many cases brought in more than $10 million apiece. And he's done this for some of the most successful supplement companies in the world, including Agora, Dr. Al Sears, Healthy Directions and many others. Mike has also written for smaller entrepreneurs who sell supplements online. All told, Mike's sales letters and VSLs have sold more than half a billion dollars worth of supplements. Half a billion dollars. It's not often we get someone at this level of accomplishment on the podcast. Mike shared with us how he does what he does… in considerable, incredibly valuable detail. That is, how to develop and write supplement promotions that bring in $10 million or more. Here are some of the things we covered: • How to know if your niche is good • What to look for in a product, if you want a big success • What your research should focus on • What's different (that copywriters need to know about) today, compared to even the recent past • Mike's deceptively simple but super-powerful way of writing irresistible headlines! Mike Pavlish's website:

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