Podcasts about breakthrough copywriting

David Garfinkel is the author of bestsellers The Persuasion Story Code, Advertising Headlines That Make You Rich, and Breakthrough Copywriting. He has been featured in The Wall Street Journal, Forbes.com, Entrepreneur Magazine, Fast Company, and The Los Angeles Times. He is the host of the popular Copywriters Podcast and has been called “the world's best copywriting coach.” David has worked as a professional copywriter for 30 years and as a copywriting coach for 22 years. Among his biggest copywriting and coaching wins: -Writing a two-page direct-mail sales letter for Abacus Travel Management that generated $40 million in sales -Coaching CEO Mike Straumietis and his team at Advanced Nutrients which resulted in $5 million in additional profits for the company -Writing an online sales letter for Renegade Network Marketer's mentoring program which generated more than $1 million in three days. Before starting in his direct response copywriting business, David was San Francisco Bureau Chief for McGraw-Hill World News. In addition to copy coaching, hosting the Copywriters Podcast, serving as co-owner of Novus AI which helps business owners increase their productivity and profits, he also authors books that support entrepreneurs in writing copy that converts. Get David's Best Copywriting Tips: https://copywriterspodcast.com/ Get David's Copywriting Book: Amazon.com : david garfinkel copywriting Get Coached by David: Professional Copywriting Coaching by David Garfinkel

Are you looking to excel in job interviews and sell your innovative ideas with finesse, then dive into the world of job interview persuasion skills. This is part II of a podcast interview featuring David Garfinkel, renowned author of "The Persuasion Story Code." In this enlightening discussion on the Women's Leadership Success podcast, you'll gain valuable insights into leveraging the art of persuasion stories to apply for a better job, confidently sell your ideas to stakeholders, and achieve your personal and professional goals. What You'll Learn: How to Sell Yourself and Job Interview Persuasion Skills Unveiled 1. Crafting Compelling Persuasion Stories for Interviews Discover the essential elements of crafting persuasion stories tailored for job interviews. These stories should be clear, concise, and focused, ensuring interviewers quickly grasp your qualifications and contributions. 2. Unearth the Power of Personal Origin Stories Explore the different types of origin stories highlighted in David's book and learn how to use them to your advantage during interviews. Share anecdotes that resonate emotionally, showcasing your passion for the role and the company. 3. Practical Steps to Storytelling Mastery Gain practical tips and step-by-step guidance on effectively structuring and delivering your persuasion stories. Emphasize your achievements and track record, using data and results to build credibility and support your claims. 4. Overcoming Common Misconceptions  Challenge the misconception that storytelling is reserved for professional writers or speakers. Remember that clarity is vital, and your stories should engage interviewers on a personal level. Use anecdotes to address doubts about your qualifications and fit for the role. About David Garfinkel, A Persuasive Communication Expert David Garfinkel is the bestselling author of "The Persuasion Story Code." He's been featured in renowned publications like The Wall Street Journal, Forbes.com, Entrepreneur Magazine, Fast Company, Women's Leadership Success Podcast, and The Los Angeles Times. David's expertise has driven substantial revenue growth for a wide range of businesses, from industry giants like IBM and United Airlines to small enterprises and solo entrepreneurs, all through the mastery of persuasive messaging. He's also the author of "Breakthrough Copywriting" and served as the former San Francisco Bureau Chief for McGraw-Hill World News. Join David Garfinkel and Sabrina Braham to harness the power of persuasion and elevate your career, leadership, and business success. The Key to Success: Job Interview Persuasion Skills Mastering job interview persuasion skills can be your ticket to career advancement and securing that dream job. David Garfinkel's interview on Women's Leadership Success underlines the importance of personal storytelling in the job interview process. By incorporating these skills, you'll not only stand out from the competition but also build trust and rapport with interviewers. Remember that your story is personal. It's communication between you and a person or people that you're talking to. So, you want to stay connected to who you're talking to when telling the story. Remember your objective. If it's an origin story, your goal might be to make your listener aware of the events that led up to the present moment. Work out your story in advance, then boil it down to the most concise, conversational format you can practice a few times. Let it become familiar. Let it become a part of you. Conclusion: Elevate Your Career and Leadership: Selling Yourself, Your Ideas and Job Interview Persuasion Skills Start your transformation towards a more confident, influential, and successful you today. Your journey to career success begins with mastering job interview persuasion skill...

Influencing, inspiring, and persuading are vital in leadership and executive communication. One of the most effective tools at a leader's disposal is the art of storytelling. In part I of this 2-part Women's Leadership Success podcast, Sabrina interviews David Garfinkel, author of The Persuasion Story Code, about how leaders use persuasion stories to achieve their objectives, whether it's inspiring their teams, selling ideas, or establishing credibility. Understanding the Power of Persuasion Stories Leaders often find themselves in situations where they need to convey ideas, build trust, and foster engagement. Persuasion stories offer a unique approach to achieving these goals:   1:  Establishing Credibility: Leaders can use stories to humanize themselves, making them more relatable and trustworthy, particularly when dealing with new clients or stakeholders.   2: Creating Emotional Connections: Persuasion stories tap into emotions, enabling leaders to connect with their audience on a deeper level, making it easier for them to understand and embrace ideas.   3: Simplifying Complex Concepts: Leaders often grapple with intricate strategies and concepts. Stories can simplify these ideas, making them more accessible to a broader audience, especially in cross-functional discussions.   4: Enhancing Engagement: Stories capture attention and engage the audience, ensuring the message resonates and sticks with them.   David Garfinkel, a Renowned Author and Persuasive Communication Expert With his bestselling book, "The Persuasion Story Code," David has earned acclaim from prestigious publications such as The Wall Street Journal, Forbes.com, Entrepreneur Magazine, Fast Company, and The Los Angeles Times. David's expertise has left an indelible mark on various businesses, including industry giants like IBM and United Airlines, medium-sized enterprises, and even solo entrepreneurs. His strategic guidance has consistently led to substantial revenue increases, totaling tens of millions of dollars, all achieved through persuasive messaging. In addition to his groundbreaking work in persuasion, David is the author of another bestseller, "Breakthrough Copywriting." Furthermore, he brings a wealth of experience as the former San Francisco Bureau Chief for McGraw-Hill World News. Join David Garfinkel and Sabrina Braham, MA MFT PCC, and learn how leaders use persuasion stories that can transform your career and leadership success. "People often receive bad advice when it comes to using stories for persuasion. In reality, stories can be simple and powerful tools, just like the ones we use in everyday conversations." David Garfinkel Crafting Persuasion Stories for Leadership Success: How Leaders Use Persuasion Stories     1: Personal Origin Stories: Leaders can share their personal journeys, highlighting pivotal moments and their commitment to the organization's mission. This type of story showcases dedication and inspires loyalty among team members.    2: Unexpected Future Benefits Stories: Leaders can paint a vivid picture of the positive outcomes their ideas can bring, focusing on how these proposals benefit both the organization and individual team members. This approach fosters a sense of shared success and alignment with the leader's vision. The Importance of Audience Awareness: Leaders must thoroughly understand their audience's needs, frustrations, and concerns. Identifying universal themes and addressing common issues can make the stories more relatable. Planning the Steps to Persuasion: Leaders should consider the steps required for persuasion, as only some stories need to lead directly to a final decision. Steps may include building rapport, establishing trust, opening minds to new ideas, and demonstrating expertise.   Incorporating Persuasion Stories into Leadership Communication The key to success lies in integrating persuasion stories naturally into leadership communic...

A morning phone call scuttles all but one of my plans today. I had a good time this morning on the Are You Waiting for Permission Pod-a-Thon with Meridith Grundei and Joseph Bennett. They made it the full twelve hours. It's the longest podcast episode I've ever been a part of, but I on;y had to show up for a small part of it. While I was on the podcast, my wife got a call about a family emergency that required an unanticipated trip to the Denver airport and back for me. My plans to finish editing and release the latest Your Own Best Company episode with Cat Stancik are going to wait another day. YOu will definitely want to hear that one. On my way back from the airport, I listened to three of my favorite podcasters. I thought I'd share my recommendation with you here. She Built This with Emily Aborn is a great show featuring interviews with women who have successfully built businesses and career paths they are loving. Emily is a wonderful interviewer, and her guests are top-notch. You can learn more and listen at https://shebuiltthis.org Copywriters Podcast with David Garfinkel has been a favorite for a few years, but in recent months he's been featuring stories and techniques of some of the most successful ad writers of the past century. He could easily publish this series as another book of his own. His book Breakthrough Copywriting is an excellent resource for any business owner or marketer. Check out the podcast at https://copywriterspodcast.com The last recommendation features one of my favorite past guests on Your Own Best Company. Craig Cannings of Freelance University hosts the Freelance Podclass. This show is a must for anyone pursuing a freelance career in any area, particularly in the digital realm. Check out the courses, programs and podclass here: https://www.freelanceu.com/podcast/ Thanks for the grace, everyone. Life threw a curve, but I still nicked it. #podcasts #freelancer #entrepreneur --- Send in a voice message: https://anchor.fm/franklin-taggart9/message

David Garfinkel is a journalist-turned-freelance copywriter and is now a well-known copywriting coach. He is the author of the #1 bestseller on Amazon, Breakthrough Copywriting, and has been writing sales letters since 1993. For anyone looking to make money through direct response advertising, David is your guy.  In today's conversation with David, we touch on multiple topics about copywriting, ranging from advice to fellow copywriters from David himself, to the potential future of copywriters amidst technology.

David Garfinkel - The World's Greatest Copywriting Coach The World's Greatest Copywriting Coach David Garfinkel joined the The Next 100 Days podcast to discuss the Old Masters of copy. Our plan was to run through 6 copywriting tips from from the Old Masters. We managed 3 in this episode. The good news is David completed all six by covering the rest in Episode 294. Introduction to David Garfinkel David is a copywriting coach to business owners and professional copywriters. His sales letters and webpages have brought millions of dollars in for his clients. David has worked as a copy consultant to publisher Agora Financial. He critiques copy for small business owners in the GKIC network. Author of "Breakthrough Copywriting" and is the host of "Copywriters Podcast". Born in Washington DC, David made a decision to get as far away from there as possible, without leaving the United States. He moved to San Francisco. His kryptonite is buying guitars. This passion dates back to 1966 when he turned 13 and got a Gibson guitar. Copywriting Tips from the Old Masters As Graham said, they are all dead! The first Old Master is Claude Hopkins. His material dates from the early part of the 1900s. David is a direct response copywriter. The most famous British advertising man was David Ogilvy. He told a story about Ogilvy who published an old estate with a £600 budget. Ogilvy used a postcard and got them to take action. In real life, says Garfinkel, you have to give people an incentive to take action. Direct mail was the original direct response copywriting. Graham's business Finely Fettled still provides this service. Resources from the David Garfinkel The Next 100 Days Podcast This link covers material covered in Episode 293 and Episode 294 (Part 2 of the David Garfinkel podcast) Click here for David Garfinkel Resources Claude Hopkins Hopkins said the demonstration and sampling are most powerful forms of selling. http://thenext100days.org/wp-content/uploads/2021/09/Garfinkel-Claude-Hopkins.mp4 People and technologies have changed these days, but the principles still apply. Such as offering a free chapter in a Kindle book. Another example is the software 30 day trial, after which the software stops working. In car retailing, many of us have been hugely influenced by test drives. David spoke about the silver polish example provided by Claude Hopkins early sales experience. We discussed other transformational benefits. Like, the lady of the house's mother in law wouldn't by looking down on her so much. That speaks to embarrassment and guilt. Woman are infinitely better pragmatists than men. She buys silver polish as it helps her get it done quick! Demonstration takes features and benefits a step further forward. They can see the transformations and outcomes. John E Kennedy Canadian John E Kennedy also worked at Lord and Thomas in Chicago, like Hopkins. He was credited with the 'reason why' approach to copy. Reason why is about logic and evidential. http://thenext100days.org/wp-content/uploads/2021/09/Garfinkel-Reason-Why-Copy.mp4 Gary Bencivenga was a proponent of reason why copy. Here's what fellow A-list copywriter, Doug D'Anna said of Gary Bencivenga: “If a copywriter beats the control one out of four times, you've got a really good copywriter. (And) If he beats it two out of four times, you've got a great copywriter. If he beats it seven out of eight times, you've got Gary Bencivenga.” Gary write copy for Boardroom mail order promotions. He worked on general interest products in health and financial interest. We want something emotionally, then we search for all sorts of reasons until we feel okay about buying. Listen to Gio Marcus about celebrity copywriting in Episode 289. Robert Updegraff "Obvious Adams" http://thenext100days.org/wp-content/uploads/2021/09/Garfinkel-Obvious-Adams.mp4 How do I get to the simplest, most obvious way to convey my message to market?

David Garfinkel is author of "Breakthrough Copywriting" and known among insiders as "The World's Greatest Copywriting Coach." He's worked with direct-marketing-oriented business owners in dozens of industries, and is currently a copywriting consultant to the largest direct-response-driven business in America, Agora Financial. He's also host of the Copywriters Podcast, and a big fan of bacon for breakfast. David is also a podcaster with his weekly show - The Copywriter's Podcast - CLICK HERE Check Out David's Book - "Breakthrough Copywriting" - CLICK HERE

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I’m in a book discussion group with a client and two of his friends. The only problem is, both of his friends are also podcasters, so you can imagine how hard it is to get a word in edgewise. The book we were discussing last time was Jonathan Haidt’s A Righteous Mind. This is an especially important book because it offers some concrete ways to bridge the big political divide going on in America and really much of the rest of the world right now. I want to focus on something else in the book that’s not political, though. Several times the author makes a point of emphasizing that people are very concerned with what other people think about them. We talk about that idea and break it down in today’s show. For now, I want to say this is something that a lot of copywriters and marketers miss the mark on. Which is a shame, because it’s a powerful selling tool. You could hardly say it’s unknown, but it’s not very well understood, either. Once you see what I’m going to show you, I think you’ll understand it a lot better. We start by looking for the deep underlying message in a TV commercial for the prescription drug Linzess. Though the spoken words and words on the screen are all about the medical condition and the drug, the story portrayed by the actors and scenery are quite different. We look at how the advertiser used the concern about what other people think to sell a drug designed to help people with belly pain and constipation. Then, we review with Jonathan Haidt said, as well as two little-known parts of Vic Schwab’s “How to Write a Good Advertisement” and Gene Schwartz’s “Breakthrough Copywriting.” Both of these Old Masters knew the how-other-people-think element of copywriting extremely well, and have some really important things to say about it. Finally, we look at how we, as direct marketers, can use this sales angle. Obviously we don’t have the wherewithal to set up, hire for, and film a commercial like Linzess did. Fortunately, there’s a much simpler way to use the what-people-think angle, subtly, in your copy. We’ll share an example with you.Download.

I was watching TV last Sunday, and since we record a few episodes ahead, I was watching TV on the last Sunday of May. The show was “Meet the Press,” and it always starts with the announcer starting by pointing out that this is the longest-running show on TV. Of any show. From a marketing point of view, that’s an enviable place to be. Usually, when you’ve been on the air since 1947, that lasting power alone simply radiates trust. People tend to trust anything that’s been around a long time. So it really caught my attention when in the waning seconds of the show, the moderator, Chuck Todd, said something I’ve never heard him, or anyone else on TV, say before: “Thank you for trusting us.” The reason this caught my attention really doesn’t have much to do with Meet the Press, which is by far not one of my favorite shows, nor what it might have said about Chuck Todd, who, to be honest with you, is not my favorite TV personality. I was a little stunned by the words “thank you for trusting us” because I don’t think anyone in Chuck Todd’s position would utter words like that unless he, and a lot of very nervous people around him, were worried about keeping the trust of the viewing audience. And don’t think for a minute this rising tide of distrust is limited to that moderator, that show, or that TV network. It is widespread. It is, frankly, everywhere. And as a marketer and copywriter, this is something you need to be aware of and to adjust your marketing message to. I have handpicked three emotional triggers from my book Breakthrough Copywriting. I have never shared these three before, because, frankly, they are pretty intense. But I think they are good medicine for the distrust that ails us. (first) Trigger 2: Empathy through shared misery When people are hurting, scared or mistrustful, showing them that you know how they feel will bring down barriers and make them much more open to what you have to say. I’ve heard that empathy is easier for some people than for others. I have also heard a theory that either you’re born with it, or you’re not. I don’t know if that’s 100% real, but I do know that some people have natural empathy and others have to work at developing it. Right now I would say it’s simply one of the most important qualities and assets you can have, as a copywriter and as a business owner. (second) Trigger 6: Sour Grapes to Vintage Wine Sometimes severely underpromising the results you know your product can get, can increase sales. If you go too far past what people think is real and possible for them, even if you know that much more is real and possible, you’re going to lose a lot of sales. This, again, is why it’s so important to know your customers. (third) Trigger 11: From Desperation to Salvation Trace the path of from complete helplessness to an amazing turnaround, that you can actually deliver with your product. A lot of people are feeling pretty desperate right now. If you have a legitimate offer that will help them out of the quicksand, this is a great format to use to tell your story. All of these are from Chapter 10 of Breakthrough Copywriting. https://www.amazon.com/dp/1548706957 Download.

David Garfinkel is author of Breakthrough Copywriting and Advertising Headlines That Make You Rich.   Link to the show notes here: https://underdogempowerment.com/118

David Garfinkel is a best selling author of Breakthrough Copywriting and he's known as the world's greatest copywriting coach. Before he escaped the clutches of corporate life, he was McGraw-Hill World News' San Francisco bureau chief. And today he helps people like you write ads that bring sales to your business. Screw The Commute Podcast Show Notes Episode 114 Internet Marketing Training Center - https://imtcva.org/ Higher Education Webinar – https://screwthecommute.com/webinars 03:56 Tom's introduction to David Garfinkel 11:55 The importance of copywriting 16:36 Most people brand themselves into the poor house 19:15 Where to start with copywriting 21:16 Tips on learning and where businesses should begin 31:57 Working with David 33:35 Sponsor message 34:53 A typical day for David and how he stays motivated Entrepreneurial Resources Mentioned in This Podcast Higher Education Webinar – It's the second webinar on the page: https://screwthecommute.com/webinars Screw The Commute - https://screwthecommute.com/ Screw The Commute Podcast App - https://screwthecommute.com/app/ Know a young person for our Youth Episode Series? Send an email to Tom! - orders@antion.com Have a Roku box? Find Tom's Public Speaking Channel there! - https://channelstore.roku.com/details/267358/the-public-speaking-channel David's website - http://www.garfinkelcoaching.com/ David's books on Amazon - https://www.amazon.com/David-Garfinkel/e/B073WRXCCJ Internet Marketing Training Center - https://imtcva.org/ Related Episodes Yanik Silver - https://screwthecommute.com/113/ Spam Control - https://screwthecommute.com/115/ More Entrepreneurial Resources for Home Based Business, Lifestyle Business, Passive Income, Professional Speaking and Online Business I discovered a great new headline / subject line / subheading generator that will actually analyze which headlines and subject lines are best for your market. I negotiated a deal with the developer of this revolutionary and inexpensive software. Oh, and it's good on Mac and PC. Go here: http://jvz1.com/c/41743/183906 The Wordpress Ecourse. Learn how to Make World Class Websites for $20 or less. https://www.GreatInternetMarketing.com/wordpressecourse Join our Private Facebook Group! One week trial for only a buck and then $37 a month, or save a ton with one payment of $297 for a year. Click the image to see all the details and sign up or go to https://www.greatinternetmarketing.com/screwthecommute/ After you sign up, check your email for instructions on getting in the group.  

David Garfinkel is known as the world’s best copywriting coach. He’s helped copywriters and businesses in more than 100 industries increase their profits through better copywriting, including one business that brought in $40M from a three-page sales letter he wrote. His book, Breakthrough Copywriting, is a #1 bestseller on Amazon.

I was looking at a new online MasterClass by Judd Apatow, a film director who specializes in comedies. His bio said he got started in the business at age 15 as a dishwasher at a comedy club… and, you know how the story goes… the rest is history. You’ll hear lots of stories like that – but few in copywriting. Why is that? And what can you do instead? That’s what we talk about today. Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Let’s go over what you need to learn first, and then we’ll talk about putting together an advanced program for yourself. 1. “College” – or, basic training - Basic programs. Two I recommend and have seen consistent results from: SWS and Copy Chief. I’m a big fan of the “person at the top” theory. John Carlton is the leader of SWS, and Stan Dahl makes a point of keeping a complex system working smoothly. Kevin Rogers is at the top of Copy Chief. Both of these guys care more than you could ever imagine, and that makes a huge difference. They and their programs have helped people get way beyond the basics, but that’s on a case-by-case basis and I want to give you something you can count on when you’re just going pro. You can’t go wrong with either of these. - Facebook groups. Not everything everyone says will be valid, but you can get a lay of the copywriting land there. Two that are robust and excellent from everything I’ve seen is: The Copywriter Club, and The Gary Halbert Copy Club. An important thing to look for is the clear-headedness of the people running the group, and their real-world knowledge and experience with copy. Kira and Rob with the Copywriter Club, and Bond and Kevin with The Gary Halbert Copy Club, all excel in that regard. - Books. There are a lot of books these days on copywriting. They all have their strengths and weaknesses, in varying proportions. If I had to suggest only five to start out with, I would suggest these for fundamentals that someone in the early stages can grasp and put to work: 1. Scientific Advertising, by Claude Hopkins 2. The Copywriter’s Handbook, by Robert Bly 3. The Ultimate Sales Letter, by Dan Kennedy 4. Advertising Secrets of the Written Word, by Joe Sugarman 5. Breakthrough Copywriting, by David Garfinkel Each of these books is a course in itself. They are not quick reads, but understand you need to rewire your mind if you are going to become a good copywriter. Most of these books are also suitable for advanced copywriters. The reason I picked them is they are comprehensive, well-organized, and easily understood by a beginner. Start writing. Get some experience. Get feedback. Find out what really works. See if you can sell your own products, or be an affiliate for someone else. Get as much experience you can in as short a time as you can. There are other great programs, groups, books and experiences that someone in their first few years of writing professionally can take advantage of. These are the ones I know best that I think are the surest bets and the best use of your time. Let’s move on to the advanced stuff, now. 2. “Grad school” – or, special ops In a lot of fields, with more organized professions, like law, medicine, or journalism, there are grad programs at many universities. Some of them are very good and produce high-quality graduates who make good money and some of them contribute a lot to individuals and society as a whole. Not so true in copywriter, as best as I can tell. There are a handful of grad programs in direct response marketing but I don’t know of any successful copywriters who have attended them. I’m going to focus here on what I know works, from my own experience, from talking with others, and from what I’ve observed with successful clients. - If you can get into a successful direct-response organization that nurtures and grows copywriters, do it. There aren’t that many. A lot of big direct-response publishers outsource to experienced freelancers. But there are some. Agora Financial and other Agora companies make it a policy to bring in copywriters and develop them, for example. - Seminars with copywriters who are successful and good teachers. Live and home-study. Nathan, you have a home-study online program on email marketing you could tell us about. … I took a lot of these when I was learning, from the best people I could find. I’m not going to make any other recommendations here but a good place to start is people whose copy makes you want to buy, and who have programs that others have said they’ve gotten a lot out of. Sometimes one person, one seminar, even one idea at one seminar can be a real breakthrough for a B-level copywriter who wants to move towards A-level. - Books for more advanced copywriters 1. Breakthrough Advertising, by Gene Schwartz. Breakthroughadvertisingbook.com 2. The Brilliance Breakthrough, by Gene Schwartz. Brilliancebreakthroughbookc.om 3. The Boron Letters, by Gary Halbert. Available on Amazon All three of these books could be read by beginners. But they’ll be much more valuable to anyone with some experience under their belt. - Mastermind Groups You can learn more in a short period of time hanging out with people who have lots of experience and are willing to help others, than you can in a long class with a teacher who understands the theory but has never competed in the battlefields of the marketplace. I co-moderate one with John Carlton and Stan Dahl. I know it’s good because the focus there is entirely on the members and solving their problems. I have a former mentoring client, Travis Sago, S-A-G-O, who’s doing some interesting things you should check out. There are many others, and some of them are good. It’s a powerful format. Do a little research before you join one. I’ve been in different masterminds for nearly 20 years and they’ve helped me way beyond how I can even explain. - Mentoring Find someone who’s been successful themself and likes to help other people develop. I have a mentoring program and openings come up from time to time. Another person two very advanced people I know of have mentored under and gotten a lot from is Parris Lampropolous, with his Copy Cubs program. There are others. Again, choose carefully. 3. Wrap up So these are the five elements of Copywriting Grad School, the way I see it: 1. Get a job at a top-flight direct response organization for a while, if you can. 2. Seminars given by successful copywriters. 3. The three books I mentioned: Breakthrough Copywriting, The Brilliance Breakthrough, The Boron Letters 4. Mastermind Groups 5. MentoringDownload.

I was looking at a new online MasterClass by Judd Apatow, a film director who specializes in comedies. His bio said he got started in the business at age 15 as a dishwasher at a comedy club… and, you know how the story goes… the rest is history. You’ll hear lots of stories like that – but few in copywriting. Why is that? And what can you do instead? That’s what we talk about today. Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Let’s go over what you need to learn first, and then we’ll talk about putting together an advanced program for yourself. 1. “College” – or, basic training - Basic programs. Two I recommend and have seen consistent results from: SWS and Copy Chief. I’m a big fan of the “person at the top” theory. John Carlton is the leader of SWS, and Stan Dahl makes a point of keeping a complex system working smoothly. Kevin Rogers is at the top of Copy Chief. Both of these guys care more than you could ever imagine, and that makes a huge difference. They and their programs have helped people get way beyond the basics, but that’s on a case-by-case basis and I want to give you something you can count on when you’re just going pro. You can’t go wrong with either of these. - Facebook groups. Not everything everyone says will be valid, but you can get a lay of the copywriting land there. Two that are robust and excellent from everything I’ve seen is: The Copywriter Club, and The Gary Halbert Copy Club. An important thing to look for is the clear-headedness of the people running the group, and their real-world knowledge and experience with copy. Kira and Rob with the Copywriter Club, and Bond and Kevin with The Gary Halbert Copy Club, all excel in that regard. - Books. There are a lot of books these days on copywriting. They all have their strengths and weaknesses, in varying proportions. If I had to suggest only five to start out with, I would suggest these for fundamentals that someone in the early stages can grasp and put to work: 1. Scientific Advertising, by Claude Hopkins 2. The Copywriter’s Handbook, by Robert Bly 3. The Ultimate Sales Letter, by Dan Kennedy 4. Advertising Secrets of the Written Word, by Joe Sugarman 5. Breakthrough Copywriting, by David Garfinkel Each of these books is a course in itself. They are not quick reads, but understand you need to rewire your mind if you are going to become a good copywriter. Most of these books are also suitable for advanced copywriters. The reason I picked them is they are comprehensive, well-organized, and easily understood by a beginner. Start writing. Get some experience. Get feedback. Find out what really works. See if you can sell your own products, or be an affiliate for someone else. Get as much experience you can in as short a time as you can. There are other great programs, groups, books and experiences that someone in their first few years of writing professionally can take advantage of. These are the ones I know best that I think are the surest bets and the best use of your time. Let’s move on to the advanced stuff, now. 2. “Grad school” – or, special ops In a lot of fields, with more organized professions, like law, medicine, or journalism, there are grad programs at many universities. Some of them are very good and produce high-quality graduates who make good money and some of them contribute a lot to individuals and society as a whole. Not so true in copywriter, as best as I can tell. There are a handful of grad programs in direct response marketing but I don’t know of any successful copywriters who have attended them. I’m going to focus here on what I know works, from my own experience, from talking with others, and from what I’ve observed with successful clients. - If you can get into a successful direct-response organization that nurtures and grows copywriters, do it. There aren’t that many. A lot of big direct-response publishers outsource to experienced freelancers. But there are some. Agora Financial and other Agora companies make it a policy to bring in copywriters and develop them, for example. - Seminars with copywriters who are successful and good teachers. Live and home-study. Nathan, you have a home-study online program on email marketing you could tell us about. … I took a lot of these when I was learning, from the best people I could find. I’m not going to make any other recommendations here but a good place to start is people whose copy makes you want to buy, and who have programs that others have said they’ve gotten a lot out of. Sometimes one person, one seminar, even one idea at one seminar can be a real breakthrough for a B-level copywriter who wants to move towards A-level. - Books for more advanced copywriters 1. Breakthrough Advertising, by Gene Schwartz. Breakthroughadvertisingbook.com 2. The Brilliance Breakthrough, by Gene Schwartz. Brilliancebreakthroughbookc.om 3. The Boron Letters, by Gary Halbert. Available on Amazon All three of these books could be read by beginners. But they’ll be much more valuable to anyone with some experience under their belt. - Mastermind Groups You can learn more in a short period of time hanging out with people who have lots of experience and are willing to help others, than you can in a long class with a teacher who understands the theory but has never competed in the battlefields of the marketplace. I co-moderate one with John Carlton and Stan Dahl. I know it’s good because the focus there is entirely on the members and solving their problems. I have a former mentoring client, Travis Sago, S-A-G-O, who’s doing some interesting things you should check out. There are many others, and some of them are good. It’s a powerful format. Do a little research before you join one. I’ve been in different masterminds for nearly 20 years and they’ve helped me way beyond how I can even explain. - Mentoring Find someone who’s been successful themself and likes to help other people develop. I have a mentoring program and openings come up from time to time. Another person two very advanced people I know of have mentored under and gotten a lot from is Parris Lampropolous, with his Copy Cubs program. There are others. Again, choose carefully. 3. Wrap up So these are the five elements of Copywriting Grad School, the way I see it: 1. Get a job at a top-flight direct response organization for a while, if you can. 2. Seminars given by successful copywriters. 3. The three books I mentioned: Breakthrough Copywriting, The Brilliance Breakthrough, The Boron Letters 4. Mastermind Groups 5. MentoringDownload.

Detectives today have a powerful tool in their toolkit – DNA analysis. Except for identical twins and maybe in the future human clones, every person’s DNA is unique, as far as we know. So if there’s a drop of blood, a hair, a small piece of skin, or any number of other tiny little pieces of a person’s body at the scene of a crime, the detective who finds DNA has struck gold. That’s because DNA leaves clues. There’s another kind of DNA you might not have heard of yet. It’s called Breakthrough Copywriting DNA. This kind of DNA leaves clues, too. For example, the first type of Breakthrough Copywriting DNA we’ll talk about today left the clue of $2 billion in the Wall Street Journal’s bank account. In short, Breakthrough Copywriting DNA is a collection of seven themes that have proven themselves to be big winners for copywriters across a wide variety of industries. A few of them are featured as Emotional Action Sequences in today’s episode. But first, let’s feature this: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Emotional Action Sequences What They Are Templates for telling simple stories in your copy that lead your prospects through different defined and predetermined powerful emotions. They serve two purposes. First, to get your prospects “out of their heads” and into their feelings. (Emotion: In music. In movies. To motivate anyone to do anything. Necessary in Buying.) Second, these particular emotions, in these sequences, will not only get prospects into their emotions. They will get into particular emotions that make them much more likely to buy. Their Origin I developed these for my $5000-a-seat Breakthrough Copywriting seminar in Las Vegas. After I gave the people there a 10-year head start on the marketplace, I released them in my book Breakthrough Copywriting, which went on to be a #1 bestseller. People have told me they are so useful that I thought I would share some of them on the podcast. How You Can Find More Of Them Available for about 12 bucks on Amazon, as a Kindle or a paperback. Why You Need To Know Them I critique copy for a wide variety of copywriters and business owners. Last year I did 5 to 10 critiques a month for GKIC. I work with Agora Financial. I also have individual mentoring and critique clients from all over the world. Everyone has their own strengths and weaknesses, but one thing I’ve noticed nearly all copywriters have in common is not enough effective, believable emotion. Sometimes there’s nothing there at all – it’s too logical. Sometimes it’s so over the top that it’s not believable. And often it’s so sappy and contrived that it just doesn’t ring true. It ruins the magic of the rest of the copy. The Emotional Action Sequences can help you make your copy more natural and believable, by using everyday situations in a very powerful way. Today’s Selection: Three Types of Breakthrough Copywriting DNA Themes in Advertising History that have made millions. Because these are primal stories that touch and move the emotions in a deep way. Breakthrough Copywriting DNA Type 1: “The Secret Formula For Success & Prestige” WSJ letter – greatest tracked ad in history -- $2 billion The Book Think and Grow Rich – 20 million copies sold. WSJ Letter and Think and Grow Rich: Really the same story. One’s corporate; one’s entrepreneurial. That’s how DNA works. It can adapt to any form. So, for our example, let’s start with the WSJ letter, which has made more money than any other tracked ad in the world, as far as we know. Most high-end public seminars have some version of this DNA in their marketing. Whether it’s for copywriting, marketing, personal growth, or some other specialized niche, very often you’ll find this DNA threading through the marketing materials for the event. Breakthrough Copywriting DNA Type 2: “Your Unrecognized Greatness Has Been Discovered” - The underlying reason people pay: thousands for expensive watches… hundreds of thousands for luxury cars… and millions for yachts. That is, the people who buy them believe they are great, but not getting the recognition for it that they deserve. And by flashing the watch, driving the car, or appearing on the yacht, their greatness will be discovered. - Most people have a feeling that there is greatness inside them that has not been suitably recognized by the world. That’s why this is such a powerful theme to put in copy. - The example I gave in the seminar and I give in the book is Gary Halbert’s famous “Coat of Arms” letter, which has been mailed more than 600 million times. The idea here is: If your family has a coat of arms, then they must be really special. Therefore, you must someone special. In other words, you have unrecognized greatness that has been discovered. Breakthrough Copywriting DNA Type 3: “You Worked Hard and You Deserve A Reward” - Certainly, the concept of social security and private pension plans, like 401Ks, are examples of this type of DNA - Despite recent fashionable ideas like the four-hour workweek and the 10 minute workday, most people, deep down, believe you have to work hard and then you get rewarded for your hard work. - It’s also been my personal experience that, once I learned what were the valuable kinds of work I could do and once I learned how to do them really well, the best rewards came after hard work. -The example from the book is Joe Karbo’s “The Lazy Man’s Way To Riches” full-page newspaper ad. He ran it over and over again in newspapers all across the country and sold tons of books with it. The start of the ad is how he used to work long hours every week and he was still behind on his bills. But once he discovered his lazy man’s way to riches, everything changed. He started making a lot of money and had plenty of time to do other things besides work. I think an important part of what made the copy work was that he showed how he earned the right to make a lot of money, doing less work – by working hard, very hard, at first. His “reward” was the privilege of doing less and earning more. This is a very powerful theme and DNA type. Recap Breakthrough Copywriting DNA types are more than just useful templates for increasing emotion in your copy. They are universal themes that have been proven to work in highly successful tracked sales letters and ads. You can also find them in great works of literature as well as movies and TV shows. What’s important about them is that they resonate with people at a deep level, and when you use them correctly, they can multiply your sales from a piece of copy. So keep them in mind the next time you write. Here are the three we covered today: • The Secret Formula for Success and Prestige • Your Unrecognized Greatness Has Been Discovered • You Worked Hard and You Deserve A Reward How to Get The Complete Set Of All 7 Breakthrough Copywriting DNA Types Chapter 10 of Breakthrough Copywriting Download.

Detectives today have a powerful tool in their toolkit – DNA analysis. Except for identical twins and maybe in the future human clones, every person’s DNA is unique, as far as we know. So if there’s a drop of blood, a hair, a small piece of skin, or any number of other tiny little pieces of a person’s body at the scene of a crime, the detective who finds DNA has struck gold. That’s because DNA leaves clues. There’s another kind of DNA you might not have heard of yet. It’s called Breakthrough Copywriting DNA. This kind of DNA leaves clues, too. For example, the first type of Breakthrough Copywriting DNA we’ll talk about today left the clue of $2 billion in the Wall Street Journal’s bank account. In short, Breakthrough Copywriting DNA is a collection of seven themes that have proven themselves to be big winners for copywriters across a wide variety of industries. A few of them are featured as Emotional Action Sequences in today’s episode. But first, let’s feature this: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Emotional Action Sequences What They Are Templates for telling simple stories in your copy that lead your prospects through different defined and predetermined powerful emotions. They serve two purposes. First, to get your prospects “out of their heads” and into their feelings. (Emotion: In music. In movies. To motivate anyone to do anything. Necessary in Buying.) Second, these particular emotions, in these sequences, will not only get prospects into their emotions. They will get into particular emotions that make them much more likely to buy. Their Origin I developed these for my $5000-a-seat Breakthrough Copywriting seminar in Las Vegas. After I gave the people there a 10-year head start on the marketplace, I released them in my book Breakthrough Copywriting, which went on to be a #1 bestseller. People have told me they are so useful that I thought I would share some of them on the podcast. How You Can Find More Of Them Available for about 12 bucks on Amazon, as a Kindle or a paperback. Why You Need To Know Them I critique copy for a wide variety of copywriters and business owners. Last year I did 5 to 10 critiques a month for GKIC. I work with Agora Financial. I also have individual mentoring and critique clients from all over the world. Everyone has their own strengths and weaknesses, but one thing I’ve noticed nearly all copywriters have in common is not enough effective, believable emotion. Sometimes there’s nothing there at all – it’s too logical. Sometimes it’s so over the top that it’s not believable. And often it’s so sappy and contrived that it just doesn’t ring true. It ruins the magic of the rest of the copy. The Emotional Action Sequences can help you make your copy more natural and believable, by using everyday situations in a very powerful way. Today’s Selection: Three Types of Breakthrough Copywriting DNA Themes in Advertising History that have made millions. Because these are primal stories that touch and move the emotions in a deep way. Breakthrough Copywriting DNA Type 1: “The Secret Formula For Success & Prestige” WSJ letter – greatest tracked ad in history -- $2 billion The Book Think and Grow Rich – 20 million copies sold. WSJ Letter and Think and Grow Rich: Really the same story. One’s corporate; one’s entrepreneurial. That’s how DNA works. It can adapt to any form. So, for our example, let’s start with the WSJ letter, which has made more money than any other tracked ad in the world, as far as we know. Most high-end public seminars have some version of this DNA in their marketing. Whether it’s for copywriting, marketing, personal growth, or some other specialized niche, very often you’ll find this DNA threading through the marketing materials for the event. Breakthrough Copywriting DNA Type 2: “Your Unrecognized Greatness Has Been Discovered” - The underlying reason people pay: thousands for expensive watches… hundreds of thousands for luxury cars… and millions for yachts. That is, the people who buy them believe they are great, but not getting the recognition for it that they deserve. And by flashing the watch, driving the car, or appearing on the yacht, their greatness will be discovered. - Most people have a feeling that there is greatness inside them that has not been suitably recognized by the world. That’s why this is such a powerful theme to put in copy. - The example I gave in the seminar and I give in the book is Gary Halbert’s famous “Coat of Arms” letter, which has been mailed more than 600 million times. The idea here is: If your family has a coat of arms, then they must be really special. Therefore, you must someone special. In other words, you have unrecognized greatness that has been discovered. Breakthrough Copywriting DNA Type 3: “You Worked Hard and You Deserve A Reward” - Certainly, the concept of social security and private pension plans, like 401Ks, are examples of this type of DNA - Despite recent fashionable ideas like the four-hour workweek and the 10 minute workday, most people, deep down, believe you have to work hard and then you get rewarded for your hard work. - It’s also been my personal experience that, once I learned what were the valuable kinds of work I could do and once I learned how to do them really well, the best rewards came after hard work. -The example from the book is Joe Karbo’s “The Lazy Man’s Way To Riches” full-page newspaper ad. He ran it over and over again in newspapers all across the country and sold tons of books with it. The start of the ad is how he used to work long hours every week and he was still behind on his bills. But once he discovered his lazy man’s way to riches, everything changed. He started making a lot of money and had plenty of time to do other things besides work. I think an important part of what made the copy work was that he showed how he earned the right to make a lot of money, doing less work – by working hard, very hard, at first. His “reward” was the privilege of doing less and earning more. This is a very powerful theme and DNA type. Recap Breakthrough Copywriting DNA types are more than just useful templates for increasing emotion in your copy. They are universal themes that have been proven to work in highly successful tracked sales letters and ads. You can also find them in great works of literature as well as movies and TV shows. What’s important about them is that they resonate with people at a deep level, and when you use them correctly, they can multiply your sales from a piece of copy. So keep them in mind the next time you write. Here are the three we covered today: • The Secret Formula for Success and Prestige • Your Unrecognized Greatness Has Been Discovered • You Worked Hard and You Deserve A Reward How to Get The Complete Set Of All 7 Breakthrough Copywriting DNA Types Chapter 10 of Breakthrough Copywriting Download.

Direct marketers usually hate TV commercials, because they give a bad name to advertising as we see it. That is, they don’t truly sell. But sometimes I like them – not as advertising, really, but as works of art. There’s a very intriguing commercial running right now for Alfa Romeo, the luxury Italian sports car. What intrigues me the most is their tagline. In Italian, it’s La Meccanica Delle Emozioni. And, it’s trademarked. A close translation of the phrase is: “The Mechanics of Emotion.” Today we start our occasional series called Accessing Emotion. And for today’s show, I don’t want to step anywhere near Alfa’s trademarked phrase, but I’m inspired by it. So we’ll call what we’re going to talk about today: Emotional Action Sequences, Part 1. Emotional Action Sequences are proven templates for adding sales-enhancing emotion to your copy. They’re easy to use and I’ll share some powerful ones with you today. But first, and I hope I don’t get too emotional about this: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Emotional Action Sequences What They Are Templates for telling simple stories in your copy that lead your prospects through different defined and predetermined powerful emotions. They serve two purposes. First, to get your prospects “out of their heads” and into their feelings. (Emotion: In music. In movies. To motivate anyone to do anything. Necessary in Buying.) Second, these particular emotions, in these sequences, will not only get prospects into their emotions. They will get into particular emotions that make them much more likely to buy. Their Origin I developed these for my $5000-a-seat Breakthrough Copywriting seminar in Las Vegas. After I gave the people there a 10-year head start on the marketplace, I released them in my book Breakthrough Copywriting, which went on to be a #1 bestseller. People have told me they are so useful that I though I would share some of them on the podcast. How You Can Find More Of Them Available for about 12 bucks on Amazon, as a Kindle or a paperback. Why You Need To Know Them I critique copy for a wide variety of copywriters and business owners. Last year I did 5 to 10 critiques a month for GKIC. I work with Agora Financial. I also have individual mentoring and critique clients from all over the world. Everyone has their own strengths and weaknesses, but one thing I’ve noticed nearly all copywriters have in common is not enough effective, believable emotion. Sometimes there’s nothing there at all – it’s too logical. Sometimes it’s so over the top that it’s not believable. And often it’s so sappy and contrived that it just doesn’t ring true. It ruins the magic of the rest of the copy. The Emotional Action Sequences can help you make your copy more natural and believable, by using everyday situations in a very powerful way. Today’s Selection: Three Breakthrough Copywriting Emotional Triggers • Breakthrough Copywriting Emotional Trigger 1: “Anger to Envy to Offer” The psychology of the trigger: Anger and jealousy are two of the most powerful motivators known on Earth. A therapist might tell you they are not healthy emotions, but nobody would argue that they are not widespread. And no matter how emotionally well-balanced we think we are as individuals, they are common to all of us. Nathan, let’s say you and I had a business specializing in helping frustrated corporate refugees start there own businesses. We could use this trigger as part of our copy: The company Terri worked for posted record profits this year, so it really stung when she was turned down for a raise for the third year in a row. She was steaming because the division she ran had brought in more money to the company than anyone else. To rub salt in the wound, Wanda got a sizeable raise and a huge promotion. Terri suspected that was because Wanda spent a lot more time practicing office politics than she did producing for the company. Terri called it The Wanda Insult. She was so mad at the unfair treatment that resolved to start her own business to make things right. And the first people she contacted was us, since we specialize in helping people who were superstars for someone else become superstars in their own business. • Breakthrough Copywriting Emotional Trigger 2: “Appeal To People’s Sense of Larceny” You might think good people don’t steal, and you might be right. But what people who have self-control actually do and what they really want to do are often not the same thing! When I say “appeal to people’s sense of larceny,” I don’t mean sell them instructions on how to rob a bank. The psychology of this trigger has some much more socially acceptable names: “Getting good value for your money,” “Never paying retail,” even “getting something for free!” Fact is, if you can show someone how they can get away with paying less, or even nothing at all, for something they want – in a story – you will stimulate powerful urges that can propel them to buy what you are selling. Here’s an amusing example, I heard on the radio yesterday. It was an ad for blink.com, a home security company. It was for home security cameras. First they talked about no contracts, no wires – and then the announcer said, “You can get three of our cameras for what the other guys charge for one. Plus, use this special code and we’ll give you a 15% discount.” Selling burglar alarms by appealing to people’s sense of larceny. I think that’s ironic! But that’s exactly what they were doing. • Breakthrough Copywriting Emotional Trigger 3: “Factual Format For Emotionally Provocative Language” This is one of my favorites, because it is so convincing. You use the objective language of journalism to establish believability with facts, and you continue to present your information in the factual format of a newspaper article. But notice how the copy gradually transitions into a lot of emotion, which prepares the prospect to be receptive to your offer. This could be for a diet information product: A diet followed by everyday people in Europe for centuries is sweeping the United States like wildfire – and people who could never lose weight before are having some success with it. Called the Mediterranean Diet, this traditional European way of eating has been keeping millions of people fit and healthy for generations with little fanfare. But Americans who have just discovered it are melting belly fat and dropping dress sizes in weeks. And they are shouting from the rooftops! - Notice how it goes from facts in the first three sentences to highly emotional language in the last sentence But Americans who have just discovered it are melting belly fat and dropping dress sizes in weeks. And they are shouting from the rooftops! - But the factual format remains the same. Makes the wild claims more believable! Recap You need to provoke emotion to get people in a buying mood. What we talked about today provides an easy way to do that. Three Emotional Action Sequences: - Anger to Envy to Offer - Appeal to People’s Sense of Larceny - Factual Format for Emotionally Provocative Language How to Get The Complete Set Of All 11 Breakthrough Copywriting Emotional Triggers They’re all in Chapter 10 of Breakthrough Copywriting. 12 other chapters as well!Download.

Direct marketers usually hate TV commercials, because they give a bad name to advertising as we see it. That is, they don’t truly sell. But sometimes I like them – not as advertising, really, but as works of art. There’s a very intriguing commercial running right now for Alfa Romeo, the luxury Italian sports car. What intrigues me the most is their tagline. In Italian, it’s La Meccanica Delle Emozioni. And, it’s trademarked. A close translation of the phrase is: “The Mechanics of Emotion.” Today we start our occasional series called Accessing Emotion. And for today’s show, I don’t want to step anywhere near Alfa’s trademarked phrase, but I’m inspired by it. So we’ll call what we’re going to talk about today: Emotional Action Sequences, Part 1. Emotional Action Sequences are proven templates for adding sales-enhancing emotion to your copy. They’re easy to use and I’ll share some powerful ones with you today. But first, and I hope I don’t get too emotional about this: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Emotional Action Sequences What They Are Templates for telling simple stories in your copy that lead your prospects through different defined and predetermined powerful emotions. They serve two purposes. First, to get your prospects “out of their heads” and into their feelings. (Emotion: In music. In movies. To motivate anyone to do anything. Necessary in Buying.) Second, these particular emotions, in these sequences, will not only get prospects into their emotions. They will get into particular emotions that make them much more likely to buy. Their Origin I developed these for my $5000-a-seat Breakthrough Copywriting seminar in Las Vegas. After I gave the people there a 10-year head start on the marketplace, I released them in my book Breakthrough Copywriting, which went on to be a #1 bestseller. People have told me they are so useful that I though I would share some of them on the podcast. How You Can Find More Of Them Available for about 12 bucks on Amazon, as a Kindle or a paperback. Why You Need To Know Them I critique copy for a wide variety of copywriters and business owners. Last year I did 5 to 10 critiques a month for GKIC. I work with Agora Financial. I also have individual mentoring and critique clients from all over the world. Everyone has their own strengths and weaknesses, but one thing I’ve noticed nearly all copywriters have in common is not enough effective, believable emotion. Sometimes there’s nothing there at all – it’s too logical. Sometimes it’s so over the top that it’s not believable. And often it’s so sappy and contrived that it just doesn’t ring true. It ruins the magic of the rest of the copy. The Emotional Action Sequences can help you make your copy more natural and believable, by using everyday situations in a very powerful way. Today’s Selection: Three Breakthrough Copywriting Emotional Triggers • Breakthrough Copywriting Emotional Trigger 1: “Anger to Envy to Offer” The psychology of the trigger: Anger and jealousy are two of the most powerful motivators known on Earth. A therapist might tell you they are not healthy emotions, but nobody would argue that they are not widespread. And no matter how emotionally well-balanced we think we are as individuals, they are common to all of us. Nathan, let’s say you and I had a business specializing in helping frustrated corporate refugees start there own businesses. We could use this trigger as part of our copy: The company Terri worked for posted record profits this year, so it really stung when she was turned down for a raise for the third year in a row. She was steaming because the division she ran had brought in more money to the company than anyone else. To rub salt in the wound, Wanda got a sizeable raise and a huge promotion. Terri suspected that was because Wanda spent a lot more time practicing office politics than she did producing for the company. Terri called it The Wanda Insult. She was so mad at the unfair treatment that resolved to start her own business to make things right. And the first people she contacted was us, since we specialize in helping people who were superstars for someone else become superstars in their own business. • Breakthrough Copywriting Emotional Trigger 2: “Appeal To People’s Sense of Larceny” You might think good people don’t steal, and you might be right. But what people who have self-control actually do and what they really want to do are often not the same thing! When I say “appeal to people’s sense of larceny,” I don’t mean sell them instructions on how to rob a bank. The psychology of this trigger has some much more socially acceptable names: “Getting good value for your money,” “Never paying retail,” even “getting something for free!” Fact is, if you can show someone how they can get away with paying less, or even nothing at all, for something they want – in a story – you will stimulate powerful urges that can propel them to buy what you are selling. Here’s an amusing example, I heard on the radio yesterday. It was an ad for blink.com, a home security company. It was for home security cameras. First they talked about no contracts, no wires – and then the announcer said, “You can get three of our cameras for what the other guys charge for one. Plus, use this special code and we’ll give you a 15% discount.” Selling burglar alarms by appealing to people’s sense of larceny. I think that’s ironic! But that’s exactly what they were doing. • Breakthrough Copywriting Emotional Trigger 3: “Factual Format For Emotionally Provocative Language” This is one of my favorites, because it is so convincing. You use the objective language of journalism to establish believability with facts, and you continue to present your information in the factual format of a newspaper article. But notice how the copy gradually transitions into a lot of emotion, which prepares the prospect to be receptive to your offer. This could be for a diet information product: A diet followed by everyday people in Europe for centuries is sweeping the United States like wildfire – and people who could never lose weight before are having some success with it. Called the Mediterranean Diet, this traditional European way of eating has been keeping millions of people fit and healthy for generations with little fanfare. But Americans who have just discovered it are melting belly fat and dropping dress sizes in weeks. And they are shouting from the rooftops! - Notice how it goes from facts in the first three sentences to highly emotional language in the last sentence But Americans who have just discovered it are melting belly fat and dropping dress sizes in weeks. And they are shouting from the rooftops! - But the factual format remains the same. Makes the wild claims more believable! Recap You need to provoke emotion to get people in a buying mood. What we talked about today provides an easy way to do that. Three Emotional Action Sequences: - Anger to Envy to Offer - Appeal to People’s Sense of Larceny - Factual Format for Emotionally Provocative Language How to Get The Complete Set Of All 11 Breakthrough Copywriting Emotional Triggers They’re all in Chapter 10 of Breakthrough Copywriting. 12 other chapters as well!Download.

An A-List copywriter and a teacher, David Garfinkel helps individuals and groups make their advertising more effective. He has helped copywriters and businesses in more than 100 industries increase profits. He published a book called Breakthrough Copywriting which is a #1 Bestseller on Amazon. He has also created and published the first widely used set of Copywriting Templates. Since 1993, he wrote sales letters that have brought in as much as $40 million to one business. At present, his main client work is coaching professional copywriters, business owners, and in-house copywriters for organizations. On today’s episode, we will learn from David’s journey how he started out from selling $20 audio tapes to being one of the most recognisable figures in copywriting. He will discuss with us how to boost one’s mind with creative ideas through books and the some key points in dealing with the market nowadays.

Why is copywriting so hard? It took me years to figure it out. The answer is likely mindset. There are a few mental hurdles you need to get over if you're going to write effective web copy that converts. (And you should, optimizing copy can do more for your conversion rate than any other tactic.) To help us break it down, fellow podcaster David Garfinkel joins us. David mentors business owners and professional copywriters to go from good to great! Many of his clients have created websites, sales letters, and ads that have made millions, both for themselves and others. David's the author of the bestselling book "Breakthrough Copywriting," and has written copy himself that has made millions of dollars. His all-time record was a sales letter for a six-person company that generated $40 million in sales. David also hosts the popular Copywriters Podcast. You'll Learn If you're new to copywriting, what are the key things you need to know to make your copy convert? If you have copy that's not converting now, what can you do to get it working? If you have copy that's converting and you'd like it to work better, what can you do to improve conversions? What are some resources (free, as well as lower investment and higher investment) a marketer can use to become better at putting together copy that converts? Tune in for more details! Resources Breakthrough Copywriting: How To Generate Quick Cash With The Written Word Copywriters Podcast High Speed Copywriting (DVD and workbook seminar) Have David critique your copy Garfinkel Coaching Share your thoughts Ask a question in The Unofficial Shopify Podcast Facebook Group Share this show on Twitter Never miss an episode Subscribe on iTunes Join Kurt's newsletter Help the show Leave an honest review on iTunes. Your ratings & reviews help, and I read each one. Subscribe on iTunes What's Kurt up to? See our recent work at Ethercycle Take a ride with Kurt on YouTube Grow Your Store in 2018 Apply to work with Kurt to grow your store. Prefer to DIY? Read a free sample chapter of Kurt's book Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com Learn Shopify Plus got that regular Shopify doesn't?”

David Garfinkel is widely considered to be the world's best copywriting coach. He's the author of Breakthrough Copywriting and the host of The Copywriter's Podcast. In this interview he gives valuable advice on how to make more money for your business by writing better sales copy. His website is www.garfinkelcoaching.com.  

When I first got into writing copy, I was having a hard time finding any good information about how to do it. So I took every seminar I could and read every book I could find. It was exhausting, and frankly, maybe not the best use of my time. Originally I put this episode together with the plan to come up with a handful of books every copywriter should read – what I wish I had known when I started. But my list got so long that I realized we were going to need two episodes to cover things fully. So this is part 1 – what I'd call "the core curriculum." Next week, we'll go through a second list I'm calling "the advanced stuff." First, a pleasant reminder: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Now, to the books. Some of the books I read, like Ted Nicholas's "Magic Words That Bring You Riches," are either not available at all, or available in very limited quantities. I set three ground rules for this core curriculum: . You have to be able to get the book easily . Each book is a course in itself. You don't need a study group or someone else to walk you through any of them to get really good value from them. . They're affordable. (One is a little pricey… but… it's worth every penny.) -Copywriting Books 1. Scientific Advertising, by Claude Hopkins • The "foundation document" of copywriting/direct response marketing • Ogilvy: Read 7 times; I've read 15 times; recently re-reading • Not easy or fun, but incredibly valuable 2. The Adweek Copywriting Handbook, by Joe Sugarman • Based on a seminar Joe used to give in his home • Joe's a dm pioneer and great copywriter • Easy to read, very valuable 3. The Ultimate Sales Letter, by Dan Kennedy • Takes you through all the steps • I've always found Dan Kennedy to be reliable source of great money-making ideas • Can absolutely put you on the right path to writing a winner 4. Breakthrough Advertising, by Eugene Schwartz • Hard to read and understand • Like a gold mine. 30 years later, I'm still getting new ideas from it • Expensive for a book – but worth it 5. Breakthrough Copywriting, by David Garfinkel • Easy to understand • Comprehensive • Includes templates and tools for a copywriter - Sales/Marketing/Creativity Books 6. Tested Sentences That Sell, by Elmer Wheeler • Early pioneer in testing words, phrases, pitches • The words/sentences may or may not work for you • But the method of split testing always works. This is a good introduction to split testing. 7. Made to Stick, by Chip and Dan Heath • Excellent book on clear, memorable communication • "Curse of knowledge" is super-valuable concept • Very practical, useful for copywriters 8. A Technique for Producing Ideas, by James Webb Young • Great introduction to / and working method for / tapping into the power of the unconscious mind for writing copy • Tremendous overall book to read for brainstorming and creativity • Worth reading more than once; I've read it five times. - Online Resource 9. The Gary Halbert Letter, thegaryhalbertletter.comDownload.

When I first got into writing copy, I was having a hard time finding any good information about how to do it. So I took every seminar I could and read every book I could find. It was exhausting, and frankly, maybe not the best use of my time. Originally I put this episode together with the plan to come up with a handful of books every copywriter should read – what I wish I had known when I started. But my list got so long that I realized we were going to need two episodes to cover things fully. So this is part 1 – what I'd call "the core curriculum." Next week, we'll go through a second list I'm calling "the advanced stuff." First, a pleasant reminder: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Now, to the books. Some of the books I read, like Ted Nicholas's "Magic Words That Bring You Riches," are either not available at all, or available in very limited quantities. I set three ground rules for this core curriculum: . You have to be able to get the book easily . Each book is a course in itself. You don't need a study group or someone else to walk you through any of them to get really good value from them. . They're affordable. (One is a little pricey… but… it's worth every penny.) -Copywriting Books 1. Scientific Advertising, by Claude Hopkins • The "foundation document" of copywriting/direct response marketing • Ogilvy: Read 7 times; I've read 15 times; recently re-reading • Not easy or fun, but incredibly valuable 2. The Adweek Copywriting Handbook, by Joe Sugarman • Based on a seminar Joe used to give in his home • Joe's a dm pioneer and great copywriter • Easy to read, very valuable 3. The Ultimate Sales Letter, by Dan Kennedy • Takes you through all the steps • I've always found Dan Kennedy to be reliable source of great money-making ideas • Can absolutely put you on the right path to writing a winner 4. Breakthrough Advertising, by Eugene Schwartz • Hard to read and understand • Like a gold mine. 30 years later, I'm still getting new ideas from it • Expensive for a book – but worth it 5. Breakthrough Copywriting, by David Garfinkel • Easy to understand • Comprehensive • Includes templates and tools for a copywriter - Sales/Marketing/Creativity Books 6. Tested Sentences That Sell, by Elmer Wheeler • Early pioneer in testing words, phrases, pitches • The words/sentences may or may not work for you • But the method of split testing always works. This is a good introduction to split testing. 7. Made to Stick, by Chip and Dan Heath • Excellent book on clear, memorable communication • "Curse of knowledge" is super-valuable concept • Very practical, useful for copywriters 8. A Technique for Producing Ideas, by James Webb Young • Great introduction to / and working method for / tapping into the power of the unconscious mind for writing copy • Tremendous overall book to read for brainstorming and creativity • Worth reading more than once; I've read it five times. - Online Resource 9. The Gary Halbert Letter, thegaryhalbertletter.comDownload.

The other day I was watching a TV interview with a Hollywood actor in his 80s. The interviewer asked him, "What do you think of all the new movies with special effects and robot characters?" The actor clearly didn't want to answer the question directly. Instead, he said: "What I look for in a script is three things: 1) What's the story? 2) Who are the characters that embody the story? 3) What's the emotion?" It was a good answer, and I think the third thing the old actor mentioned is also important for copywriters. Even more than that, I think the conventional wisdom we've gotten about emotion is not nearly specific enough to be useful. I'll review the conventional wisdom in this episode, & replace it with specifics you can use. Before we do, here's something that you might not find emotional at all: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Now, let's talk about emotion in copy. You'll often hear that the emotions you want to appeal to in copy are fear and greed. There's truth in that. But it's so broad and general. And what can you do with that information, really? It leaves you guessing. We'll get very specific in just a sec. First, let's start with some basics: - You need to provoke emotion to prompt a sale. People don't make decisions based on rational thinking, even though some think they do (and would get very upset if you told them otherwise. Hmmm… think about that!) People make decisions based on emotion. So you need to prompt emotion. - You can prompt positive emotions, but that's much harder work, since people don't always trust or believe good feelings. But they do tend to believe negative emotions more often. Negative emotions seem more "real." - So today we're going to focus on three proven uses of negative emotion. These are from Chapter 9 of my book Breakthrough Copywriting. I call them "emotional triggers." - What I'm going to share with you can be adapted in almost any selling situation to sell a product or service. Emotional Trigger 1: This one's called "Anger to Envy to Offer." Let me read some copy to you, and then we'll dig into it. This copy is for an ebook on auto repair: "For most people, the only thing worse than going to the dentist is taking your car to the mechanic. At least the dentist warns you when he's going to hurt you and he does his best to numb the pain, but Mike Thompson is different. "For Mike, going to the mechanic is never a big deal, because he's never been overcharged, and he always gets treated with a level of courtesy and respect that a king would expect. Does Mike know something you don't know? He probably does, and that's why I thought you'd be interested in his new eBook Never Let Your Mechanic Intimidate You Again: How to Stay in Control and Save a Lot of Money with Every Auto Repair You Get from Now On." OK – what's going on here? Let's talk in broad-brush strokes about the psychology of this: Anger and jealousy are two of the most powerful motivators known. In fact, someone said to me that jealousy is fear of loss brought into the immediate present. Think about that. If you see someone else walking away with something you want, that's fear of loss right before your eyes. Now, in this case, I made a statement that would arouse anger in my target market. If I had this book, and you have a car, and you've ever been treated badly by a mechanic, you'd probably buy the book right now, wouldn't you? The second thing is that I made a contrasting statement about a positive aspect of the same situation. Here is the contrasting statement. "But Mike Thompson is different. For Mike, going to the mechanic is never a big deal because he's never been overcharged, and he always gets treated with a level of courtesy and respect that a king would expect." Do you feel a little jealous of this guy? We've gone from anger, "That blankety-blank mechanic said it'd be ready at five and it's not done," to envy, "This other guy never has to put up with it," to offer, "And here's my offer." "Does Mike know something that you don't know? He probably does, and that's why I thought you'd be interested in this new eBook, Never Let Your Mechanic Intimidate You Again." The way you can use this is • Make a statement your prospect or reader can identify with – about a negative situation that gets them angry. Just not angry at you. • Then, make a contrasting statement about a positive version of the same situation. Your prospect reading this will feel envy of the person in this situation who has it better than they do. • From there, slip right into your offer – the solution that can get your prospect out of the bad situation they're currently in, and into the situation of the person they envy, from your story. Emotional Trigger #2: It's called Doubt to Confidence. Now, notice only the first emotion is negative – doubt. I mean, who doesn't want to feel more confident in life? Here's some copy for an imaginary ebook for doctors, dentists, chiropractors, and other health-care professionals. Listen: "Professionals have an especially thorny problem when it comes to marketing, because often the kind of marketing likely to work is deemed too aggressive. On top of that, ethical standards often stand in the way of getting results from ads and mailings. When I started to read Never-Empty Waiting Room, I wondered if it would have the same tepid techniques I've read about so many times before." That part was the doubt. Now, here comes the confidence: "It turns out my fears were groundless. The go-for-it methods mentioned in this book could never be called unethical, yet they work like a charm… " And you can almost feel the formerly worried prospect breathe a sigh of relief. The way you do this is pretty straightforward – you use a testimonial that starts out with the same doubts a prospect has. And you give the story a happy ending by transforming the doubts into confidence. When you ask someone for a testimonial, find out from them what specific results they are getting. Ask them to think back to when they read your copy. Was it hard for them to believe at the time that they could get these results? Ask them to include how they felt before, and how they feel now. And to tell why they feel that way. This is another reason you should constantly be gathering testimonials. Emotional Trigger #3: This one's called "Shared Outrage." That sounds like a lot of fun, doesn't it? Here's an example of this trigger in copy: "You know what it's like when diets don't work. It sucks. I remember one so-called 'diet' I went on. What a load of crap! I had stomach pains for weeks! I didn't sleep well, I was crabby and tired all the time, and at the end of five weeks I'd gained five pounds! I was so mad I wanted to smash something into a thousand little pieces. "It was then that I made myself a solemn promise—never go through that humiliation again! I wanted a way to lose weight that was easy and permanent. I searched and searched until I had all the pieces in place for the perfect program—the No-brainer, No-gainer Weight Management Plan. And now I'm ready to share it with you." See, the way this one works is you AND the prospect get mad at the same thing! And your solution solves the problem you're both mad about. And here's how you do it: First, you express your anger about a situation you're upset about, that your prospect is upset about, too. That's anger, and people can relate to that anger. But you're not angry AT them – you're angry at the same thing they're angry at. Then, you use that anger as a springboard to get to a solution. One that soothes your anger, and should soothe your prospect's anger as well. -- OK, that's it – three emotional triggers: 1. Anger to Envy to Offer 2. Doubt to Confidence 3. Shared Outrage That's three of 11 emotional triggers in total, in chapter 9 of Breakthrough Copywriting. And the book has 12 other chapters with hands-on, ready-to-use tools as well.Download.

The other day I was watching a TV interview with a Hollywood actor in his 80s. The interviewer asked him, "What do you think of all the new movies with special effects and robot characters?" The actor clearly didn't want to answer the question directly. Instead, he said: "What I look for in a script is three things: 1) What's the story? 2) Who are the characters that embody the story? 3) What's the emotion?" It was a good answer, and I think the third thing the old actor mentioned is also important for copywriters. Even more than that, I think the conventional wisdom we've gotten about emotion is not nearly specific enough to be useful. I'll review the conventional wisdom in this episode, & replace it with specifics you can use. Before we do, here's something that you might not find emotional at all: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Now, let's talk about emotion in copy. You'll often hear that the emotions you want to appeal to in copy are fear and greed. There's truth in that. But it's so broad and general. And what can you do with that information, really? It leaves you guessing. We'll get very specific in just a sec. First, let's start with some basics: - You need to provoke emotion to prompt a sale. People don't make decisions based on rational thinking, even though some think they do (and would get very upset if you told them otherwise. Hmmm… think about that!) People make decisions based on emotion. So you need to prompt emotion. - You can prompt positive emotions, but that's much harder work, since people don't always trust or believe good feelings. But they do tend to believe negative emotions more often. Negative emotions seem more "real." - So today we're going to focus on three proven uses of negative emotion. These are from Chapter 9 of my book Breakthrough Copywriting. I call them "emotional triggers." - What I'm going to share with you can be adapted in almost any selling situation to sell a product or service. Emotional Trigger 1: This one's called "Anger to Envy to Offer." Let me read some copy to you, and then we'll dig into it. This copy is for an ebook on auto repair: "For most people, the only thing worse than going to the dentist is taking your car to the mechanic. At least the dentist warns you when he's going to hurt you and he does his best to numb the pain, but Mike Thompson is different. "For Mike, going to the mechanic is never a big deal, because he's never been overcharged, and he always gets treated with a level of courtesy and respect that a king would expect. Does Mike know something you don't know? He probably does, and that's why I thought you'd be interested in his new eBook Never Let Your Mechanic Intimidate You Again: How to Stay in Control and Save a Lot of Money with Every Auto Repair You Get from Now On." OK – what's going on here? Let's talk in broad-brush strokes about the psychology of this: Anger and jealousy are two of the most powerful motivators known. In fact, someone said to me that jealousy is fear of loss brought into the immediate present. Think about that. If you see someone else walking away with something you want, that's fear of loss right before your eyes. Now, in this case, I made a statement that would arouse anger in my target market. If I had this book, and you have a car, and you've ever been treated badly by a mechanic, you'd probably buy the book right now, wouldn't you? The second thing is that I made a contrasting statement about a positive aspect of the same situation. Here is the contrasting statement. "But Mike Thompson is different. For Mike, going to the mechanic is never a big deal because he's never been overcharged, and he always gets treated with a level of courtesy and respect that a king would expect." Do you feel a little jealous of this guy? We've gone from anger, "That blankety-blank mechanic said it'd be ready at five and it's not done," to envy, "This other guy never has to put up with it," to offer, "And here's my offer." "Does Mike know something that you don't know? He probably does, and that's why I thought you'd be interested in this new eBook, Never Let Your Mechanic Intimidate You Again." The way you can use this is • Make a statement your prospect or reader can identify with – about a negative situation that gets them angry. Just not angry at you. • Then, make a contrasting statement about a positive version of the same situation. Your prospect reading this will feel envy of the person in this situation who has it better than they do. • From there, slip right into your offer – the solution that can get your prospect out of the bad situation they're currently in, and into the situation of the person they envy, from your story. Emotional Trigger #2: It's called Doubt to Confidence. Now, notice only the first emotion is negative – doubt. I mean, who doesn't want to feel more confident in life? Here's some copy for an imaginary ebook for doctors, dentists, chiropractors, and other health-care professionals. Listen: "Professionals have an especially thorny problem when it comes to marketing, because often the kind of marketing likely to work is deemed too aggressive. On top of that, ethical standards often stand in the way of getting results from ads and mailings. When I started to read Never-Empty Waiting Room, I wondered if it would have the same tepid techniques I've read about so many times before." That part was the doubt. Now, here comes the confidence: "It turns out my fears were groundless. The go-for-it methods mentioned in this book could never be called unethical, yet they work like a charm… " And you can almost feel the formerly worried prospect breathe a sigh of relief. The way you do this is pretty straightforward – you use a testimonial that starts out with the same doubts a prospect has. And you give the story a happy ending by transforming the doubts into confidence. When you ask someone for a testimonial, find out from them what specific results they are getting. Ask them to think back to when they read your copy. Was it hard for them to believe at the time that they could get these results? Ask them to include how they felt before, and how they feel now. And to tell why they feel that way. This is another reason you should constantly be gathering testimonials. Emotional Trigger #3: This one's called "Shared Outrage." That sounds like a lot of fun, doesn't it? Here's an example of this trigger in copy: "You know what it's like when diets don't work. It sucks. I remember one so-called 'diet' I went on. What a load of crap! I had stomach pains for weeks! I didn't sleep well, I was crabby and tired all the time, and at the end of five weeks I'd gained five pounds! I was so mad I wanted to smash something into a thousand little pieces. "It was then that I made myself a solemn promise—never go through that humiliation again! I wanted a way to lose weight that was easy and permanent. I searched and searched until I had all the pieces in place for the perfect program—the No-brainer, No-gainer Weight Management Plan. And now I'm ready to share it with you." See, the way this one works is you AND the prospect get mad at the same thing! And your solution solves the problem you're both mad about. And here's how you do it: First, you express your anger about a situation you're upset about, that your prospect is upset about, too. That's anger, and people can relate to that anger. But you're not angry AT them – you're angry at the same thing they're angry at. Then, you use that anger as a springboard to get to a solution. One that soothes your anger, and should soothe your prospect's anger as well. -- OK, that's it – three emotional triggers: 1. Anger to Envy to Offer 2. Doubt to Confidence 3. Shared Outrage That's three of 11 emotional triggers in total, in chapter 9 of Breakthrough Copywriting. And the book has 12 other chapters with hands-on, ready-to-use tools as well.Download.

Have you ever wished you could get up to speed on writing your own copy for the cost of a couple of lattes and a muffin? Check out “Breakthrough Copywriting”, the Amazon-bestselling book by David Garfinkel, who specializes in coaching copywriters and business owners to get better results with their advertising copy. As the world’s best copywriting coach, David explores how copywriting creates the true language of entrepreneurship: words that persuade people to take action. Learn about the best strategies and tactics to grow your business through the effective use of copy! With the Business Owner’s Copywriting Mentoring Program, David mentors business owners who are already familiar and comfortable with direct response marketing. David has dedicated the last 30 years of his career to working with writers, marketers and entrepreneurs, helping them increase profits and improve skills. He believes that proficiency in copywriting is highly valuable, because nothing else gives you more freedom and control than confidence and effectiveness in direct marketing copywriting. Because when your copy works, you get the business results you want. Love the show? Subscribe, rate, review, and share! Here’s How » Join Heartrepreneur® Radio community today: heartrepreneur.com Heartrepreneur® Radio Facebook Terri Levine Twitter Terri Levine Instagram Heartrepreneur® Radio Pinterest Terri Levine YouTube Terri Levin LinkedIn

Have you ever wished you could get up to speed on writing your own copy for the cost of a couple of lattes and a muffin? Check out “Breakthrough Copywriting”, the Amazon-bestselling book by David Garfinkel, who specializes in coaching copywriters and business owners to get better results with their advertising copy. As the world’s […]

Your written word must be persuasive and disruptive if you want your emails, memos, letters, proposals, web copy, and presentations to win the deal. In this Selling Disruption Show, you’ll learn how to make your writing connect and be compelling. Our show guest, David Garfinkel who helps individuals and groups make their advertising more effective. He’s helped copywriters and businesses in more than 100 industries increase profits. His book Breakthrough Copywriting is a #1 Bestseller on Amazon. Way back in 2004, he created and published the first widely used set of Copywriting Templates. Since 1993, sales letters he’s written have brought in as much as $40 million to one business. These days, he doesn’t write that often for clients, though. His main client work is coaching professional copywriters, business owners, and in-house copywriters for organizations. Many of his professional copywriter clients have reached the top of their respective fields and businesses he’s worked with have added millions of dollars to their bottom lines. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Selling Disruption Show Community today: sellingdisruptionshow.com Selling Disruption Show Facebook Selling Disruption Show LinkedIn

Episode 1 of Internet Marketing Unwrapped features the world's #1 Copywriting Coach, David Garfinkel. David is a veteran marketer with over 20 years experience under his belt who has helped people in over 100 industries make millions of dollars online with his copy, and by teaching them how to write their own copy. David Garfinkel is also known as “the Marketer’s Marketer” by industry insiders, because even the top leaders in the field call on him for help. He’s the author of “Advertising Headlines that Make You Rich”, the co-author of “Guerilla Copywriting” along with Jay Conrad Levinson, another upcoming guest on this show, and the producer of leading multimedia training including "Breakthrough Copywriting," "Killer Copy Tactics," and "Copywriting Templates." After listening to this you'll understand the power and importance of copywriting skills, and if you're not a natural writer you may want some help. David's special Breakthrough Copywriting deal is only available to Internet Marketing Unwrapped listeners. Click here to discover how to write copy even if you don't know how to write! Become an Internet Marketing Unwrapped member for more freebies and special offers.