Podcast appearances and mentions of John E Kennedy

This week's podcast is a refresher on the core basics of writing persuasive copy (and everything is copy — it's not ONLY sales pages and emails).  If you can write effective sales copy, you can literally write your own paycheck. There really should be no such thing as a “broke copywriter”. And there should be no such thing as a business owner or entrepreneur who is NOT a copywriter. By definition, good copywriters can create money out of thin air. So this leads to a very important question: why does copy so often fail? Fear not, Grasshopper. I have the answer… There are universal psychological triggers that help you sell more effectively. Certainly, there are universal principles to writing persuasive sales copy. After all, as John E. Kennedy taught us, copywriting is mere “salesmanship in print”. You can hardly “swing a cat” these days without hitting a copywriter who has a “formula” for writing copy. Most of these formulas are actually quite good. BUT… The formula I'm going to share with you today is intentionally based on these universal principles (which many of the cocky young yellow belts in the copywriting dojo are not even aware of). Thus … back to you “PASTOR-ing” your customers. ​Most people associate the term “pastor” with the preacher at church. While this is certainly true in most cases, the original meaning of the word “pastor” was actually “to shepherd”. And what does the shepherd do? He or she cares for, feeds, and protects the flock. Now, before we go any further, I should address the habit that some marketers have of referring to their customers as their “herd”. It seems to paint an unflattering picture. That kind of imagery is not what I am invoking here. The actual role of a shepherd is a loving, caring, and protective one. In fact, Jesus, who called himself the “Good Shepherd”, actually laid down his life for his flock. ​I am certainly not suggesting any religious overtones for your copy: what I am suggesting is that you adopt the same loving, caring, and protective role as you write copy for your prospects and customers. ​ ​And, as you might've guessed, P.A.S.T.O.R. is also an acronym for pieces of your copy. Here is the explanation: ​​​"P" is for PROBLEM ​"A" is for AMPLIFY ​"S" is for STORY and SOLUTION ​"T" is for TRANSFORMATION and TESTIMONY ​"O" is for OFFER ​"R" is for RESPONSE I'll promise you this: If you apply the mindset of being a shepherd to your readers, and you follow the sequence of the P.A.S.T.O.R formula, my prediction is you will experience more sales, more profits, and more happy customers… more often. Links Read This Or Die - Click to check out my new book, Read This Or Die, where I show you the sales letter I wrote to myself (that saved my life.)​ Complete Transcript - Visit the show notes page for a complete transcript of this episode How You Can Help Subscribe to the show in Apple Podcasts or on Spotify, and give us a rating and review. Make sure you put your real name and website in the text of the review itself. We will definitely mention you on this show. Questions or comments? Connect with Ray on Facebook, Twitter, and Instagram Visit Ray's community on Facebook – This is a friendly group of writers, entrepreneurs, and coaches who share ideas and helpful advice.

For years, copywriters have been bowing down to a pivotal moment in copywriting history when John E. Kennedy revealed to Albert Lasker that advertising is, in fact, nothing more than “salesmanship in print.” That happened in Chicago in the early 1900s. Today, a modern-day copywriting visionary from Chicago, Donnie Bryant, says it's time to update the definition. Donnie is our returning champion. He was on a couple months ago to talk about his great new book, Subject Line Science. But this time, he's got a new idea that may stop you in your tracks. Donnie knows whereof he speaks. He has generated over $130 million in sales for his clients, which include Agora Financial, Dan Kennedy's GKIC and Early to Rise. And he has shared the stage with copy legends like Parris Lampropolous, Clayton Makepeace and the other David, David Deutsch. We take a deep dive into Donnie's stunning new idea today. Donnie's Book, Subject Line Science: https://www.amazon.com/dp/B0CPRRS2LKDownload.

We're back with a special Gold Edition of Copywriters Podcast. The reason it's a Gold Edition is because we are taking a deep dive into the gold mines of copywriting history. The two men who invented copywriting as we know it are Claude Hopkins and John E. Kennedy. And the man who hired them was Albert Lasker. I came across this book, The Man Who Sold America, which has information I'd never seen anywhere else before. That was probably because one of the authors, Arthur Schultz, is the former CEO of the ad agency Foote, Cone and Belding — which gave him and his co-author Jeffrey L. Cruikshank access to private papers and other information that was not available to anyone else. You see, Foote, Cone and Belding used to be called Lord and Thomas. That was the agency Albert Lasker ran when he hired Claude Hopkins and John E. Kennedy. I probably never would have even known about this book if I hadn't been told about it by Brad Nickel, one of my mentoring clients and a previous guest on Copywriters Podcast. It's a big book, so I've selected a handful of key highlights from more than 400 pages that go deep into Lasker's life, and his experiences with the two copywriters. This podcast contains three sections, and each section is focused on one person. First, Albert Lasker… then John E. Kennedy… and last, Claude Hopkins. We look at how their lives and careers intertwined. I think it's very interesting that all three of them got to where they were and did what they did through some personal connections. In the case of Kennedy, a personal connection he proactively created himself. Here's the book this information was taken from, and adapted considerably for today's show: The Man Who Sold America, by Jeffrey L. Cruikshank & Arthur W. Schultzhttps://www.amazon.com/dp/B003SNJYTYDownload.

The answers are in the questions and we clearly need to spend more time asking them.Tim joins RERAW from New Zealand and offers some incredible perspective from the other side of the world. What does it mean to be an Agent of Change?Learn how to stand out at your highest level in ways that are truly authentic to the person you are.The toilets may flush backwards down there but Tim sure has his head on the right way!This interview was such a wonderful experience and I very much look forward to the next time we get to chat.https://www.agentofchange.co.nztim@agentofchange.co.nz+64272546616Book: Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words by Joe VitaleBook: The Adweek Copywriting Handbook - The Ultimate Guide to Writing Powerful Advertising and marketing Copy from One of America's Top Copywriters by Joseph SugarmanPDF: Reason Why Advertising by John E. Kennedy (found online)Articles from Tim (coming soon)

We've had really good responses for our Old Masters Series shows, where we look at one important copywriter from the past, and people were literally falling all over themselves when we brought on Sean Vosler a few weeks ago to talk about the founding fathers of copywriting. We had to send out the special writers unit of the Copy Patrol to pick those people up off the floor. But my friend and client Jason Parker made a suggestion that kicks things up a notch even higher. The idea involves finding the best single idea from the greatest copywriters, that we can all use today. I really appreciate Jason's suggestion and want to give him a shout-out right here and right now. I should also say that I spent a lot of time mulling this over, and today's show is what I came up with. We're going to look at five “keepers.” A keeper in this case is an idea you want to carry with you for the rest of your life, because it's so good. Five keepers from five of copywriting's greats. They range from the early 1900s to the last 20 years. The way I chose these five keepers was by asking: What's one thing that not only worked when the copywriter introduced it, but works just as well today? Also, what's something simple enough that we can talk about in just a few minutes, and everyone will understand it. With one exception. One of these concepts, from Gene Schwartz, really takes a while to make it your own. I included because it's so important, and so rarely understood, that it was worth breaking the guidelines to get you started on it if you don't already know it and use it. Besides Gene Schwartz, the other four copywriters are: Claude Hopkins, John E. Kennedy, John Caples and Gary Halbert. Links: breakthroughadvertisingbook.combreakthroughadvertisingbook.com thegaryhalbertletter.comthegaryhalbertletter.com Download.

On this episode, The Barretta Brothers celebrate the TV show Dinosaurs and welcome the people behind the Unisaurus and Hand Puppet Characters.   Episode Outline: 07:200mins: Conversation with Julianne Buescher, Michelan Sisti, John Kennedy, Rickey Boyd, and Jake Tate   33:30mins: Conversation with Julianne Buescher, Michelan Sisti, John Kennedy, Rickey Boyd, Jake Tate, Bruce Lanoli, Pons Maar, and Terri Hardin   35:50mins: Conversation with Allan Trautman, Terri Hardin, Bruce Lanoil, Tom Fisher, and Pons Maar.   ABOUT OUR GUESTS: Allan Trautman Allan Trautman was born in Brooklyn, NY and moved to Miami Beach with his family at the beginning of 9th grade. He began acting in Miami Beach Senior High under the direction of famed drama teacher Jay Jensen. He spent four years in St. Louis at Washington University, earning a BA in Physics and Drama. He then earned an MFA in Acting from the California Institute of the Arts, where he met his wife, Diane. While in St. Louis, he began his puppetry career working on The Letter People at public TV station KETC. He performed in all 60 15-minute episodes, each one shot on a Friday (he skipped classes). Two years after graduating from CalArts, while working full-time at Leo's Stereo in the San Fernando Valley, a friend told him about an audition notice for a “puppet school” sponsored by Sid and Marty Krofft. Allan spent the summer of 1980 at what were a series of workshops under the direction of Tony Urbano. There he met other young puppeteers who all became lifelong friends—Bruce Lanoil, Kevin Carlson, Tim Blaney, and others. Much of the 1980s were spent working on projects for the Kroffts and for Dave Pavelonis and his Peppercorn Productions, as well as pursuing his acting career. During this time he was sent on an audition for Return of the Living Dead, and was cast as the Tarman, who went on to become an iconic zombie film character—among the first to ask specifically for “Brains!” In 1990, as part of the then-pending purchase of The Muppets by the Walt Disney Company, Jim Henson came to Los Angeles to direct Muppetvision 3-D, an attraction for Disney's theme parks. Again, a friend was able to get Allan into the audition, and this was the beginning of Allan's career with The Jim Henson Company and the Muppets. In 1991 Allan joined the cast of the ABC-TV series Dinosaurs as the animatronic puppeteer for Fran Sinclair. That show remained in production for 65 episodes, until the end of 1993, introducing Allan to sophisticated animatronics. This experience continued with movies like Babe, Men in Black, Doctor Dolittle, Jack Frost, The Flintstones in Viva Rock Vegas, Monkeybone, Cats and Dogs, Men in Black II, and The Country Bears. After Dinosaurs, two producers on that show requested his presence on their next show, Unhappily Ever After, a sitcom on the brand-new WB Network. Allan puppeteered Mr. Floppy, the lead character's wise-cracking (imaginary) talking bunny, voiced in front of a live audience by Bobcat Goldthwaite. In the meantime, Allan's work with The Muppets included videos such as It's Not Easy Being Green and Muppet Classic Theatre, the movie Muppets from Space, and, for TV, Muppets Tonight, It's a Very Merry Muppet Christmas Movie, and The Muppets' Wizard of Oz. In the summer of 2005, Allan became a founding member of Puppet Up!—Uncensored, Henson Alternative's puppet/improv show. He performed in the show off-Broadway, at the Edinburgh Festival Fringe, at the Melbourne International Comedy Festival, on tour throughout the U.S., and on the historic Chaplin Stage on The Jim Henson Company lot. He also acted as puppetry technique instructor. He was one of three on-set puppeteers during production of The Jungle Book (2016), and was a core puppeteer on The Happytime Murders. Allan continues to work in physical as well as digital puppetry, in shows such as Splash and Bubbles for PBS Kids, and has moved into directing for that show and others. Julianne Buescher  Julianne Buescher is a whimsically versatile, classically trained actor, voice-over artist and Muppet Performer…whose new Muppet character Beverly Plume can be seen in “Muppets Now!” On Disney+! Follow Julianne on IG at @juliannebuescher and see all her credits at IMDb.me/juliannebuescher Jake Tate Jack Tate is an actor/puppeteer/voiceover guy. Mostly, he's retired, but he'd work if someone asked.  He was in movies: The Right Stuff, Monster in the Closet, Interview with an Assassin and many others. On TV, he did a lot of day-player roles: Fresh Prince, Frazier, Hotel, Murder She Wrote and many others, before he landed on Dinosaurs, as a regular player, a Unisaur, appearing as many of the characters interacting with the family. Another show he was a regular on later, was The Journey of Allen Strange, for Nickelodeon. He was more successful in commercials than TV or movies, doing pretty near 1000 of them, many as a spokesman for AT&T, Pepsi, Bud Light, Ford Mercury and played, for 20+ years, the character Jack in the Box. Dinosaurs was easily his career favorite. Michelan Sisti Michelan began his performing journey as a musician, then an actor with multiple Broadway roles, which directly led to him becoming a Teenage Mutant Ninja Turtle in the original live action movies (Michelangelo).  Being Mikey, evolved into our ultimate animatronics show, “Dinosaurs”.  The coolest suit show EVER!  Since then, Mich has enjoyed 26 more years of Muppets and other neat things with puppets and motion capture.  He has loved every minute of the trip. Rickey Boyd Rickey's interest in animation and puppetry began at an early age. At eleven, he and one of his friends produced their own crude TV puppet shows at a local cable access station and experimented with 8mm animated short films. During High School he continued designing and building his own puppet characters. Later, he attended Shorter College in Rome, Georgia where he majored in art and theater. During an internship at a local cable station he worked with college classmates Keith Thomas and Jeff Brown to produce two children's shows that featured his creations. This provided valuable monitor experience as well as enough footage for a demo reel. That reel would land him an audition with the Muppets. In 1988 he was interviewed by Jane Henson then met and auditioned for Jim Henson himself. He was asked to continue working with Jim Henson Productions as both an assistant and as a featured performer on various productions. He went on to performed various background characters on Sesame Street, The Abby in Wonderland special, Grandma Cookie Monster for Sesame Workshop's “Sesame Beginnings” project, Scooter and Crazy Harry in “Muppet's Wizard of Oz”, and Waffle in “Animal Jam”. Other projects include “Muppets From Space”, “Dinosaurs” the series, “Muppetvision 3D”, “Muppets at Disney World”, “Teenage Mutant Ninja Turtles”, The Jim Henson Hour's “Dog City” and “Song of the Cloud Forest”. Aside from  Henson Productions, Rickey has performed lead characters for The Nashville Network's Peppercorn Productions. Most recently he continues to puppeteer as Doug the Slug in “The Slugs and Bugs Show” for RightNow Media, and as “George” in the web series “Wondermore” for In Touch Ministries. In addition to performing Rickey is an Emmy winning Creative Director for Magnetic Dreams Animation Studios in Nashville, Tn. There, he designs and directs animations for clients such as “Sesame Street”, among others. He lives outside Nashville with his wife Judy and their children Emily and Andrew. John E. Kennedy John E. Kennedy is a lifelong puppeteer who began performing at age three and met and worked with Jim Henson at the age of 22.  He has been a member of Sesame Street since 1994, and currently performs The Amazing Mumford, a character originated by Jerry Nelson. John has also been a Muppet™ performer on projects such as Muppets From Space, The Muppets Wizard of Oz, The Muppets Take the Bowl, and The Muppets Take the O2. He has authored two puppet-making books (Puppet Mania and Puppet Planet), and has been a puppet captain, a choreographer, and a musician.   As a puppet builder, Kennedy has represented Jim Henson's exhibits around the world with his puppet kits; he has also instructed young puppeteers on cruises, camps, and festivals.  He lives in Ocoee, Florida with his wife, Julie, and creates custom puppet characters for theme parks and performs music with his band, Johnny K Band. Bruce Lanoil Bruce ”B” Lanoil, spawned in Brooklyn N.Y., raised on steady diet of Saturday morning Cartoons, Sugary cereals, Mad Magazines, Jerry Lewis and Classic Star Trek, is today, a proud and grateful 30 year veteran Muppeteer,.. Oh, the beaten path was never in the mix! As a Theater major at Cal State Northridge, a vaudevillian improvisational clown at heart, fate truly lent a “hand” when Master Puppeteer Tony Urbano chose Bruce from hundreds, for Sid and Marty Krofft's exclusive 1980 workshop. Many Commercials and videos followed, furthering his performance skills with Master teachers, Paul Sills, Avery Schreiber, (Spollin Theater Games), and Harvey Kalmanson (V.O.). Destiny and Jim Henson came knocking when Brian Henson cast Bruce as “Charlene Sinclair”, in TV's DINOSAURS for five glorious seasons on ABC/Disney (1990-93). Animatronics and Facial Puppeteering was a specialty as Bruce traveled the world complements of the incomparable Jim Henson Creature Shop, both in Films, Dr. Doolittle (1998), Adventures of Pinocchio (1996), Jack Frost (1998), Cats and Dogs 1 & 2, (2001 2010) and Television, The Wubbulous World of Dr. Seuss as The Cat in the Hat, Nickelodeon Season one (1996). Bruce helped pioneer Real-time CG animation with Henson's HDPS-Digital Puppetry System, Are We There Yet (2005), Francis (2008), Sid the Science Kid Movie (2012) and partnered with Dave Barclay Studios Where the Wild Thing Are (2009), and Ice King (2017). Muppet madness included MuppetVision 3D (1991),The Muppets Live at the Hollywood Bowl (2016),The O2 (2018), recent FEATURE FILM/TV reboots, The Muppets (2011) and Muppets Most Wanted (2014), and Muppets Tonight (1996), Muppets (2017). Live-action Reference Puppetry, Mon- keyBone (2001) Henry Selick Dir.,and Looney Tunes-Back in Action (2003) Joe Dante Dir., and nu- merous V.O. gigs, including voicing Lion King's TIMON (SAFTY SMART! video series) for Disney. Bruce is extremely grateful for lifetime of collaborative joy and laughter, and believes, that Everyone deserves to give themselves the Inner Permission to pursue their truth and passion freely, with an open heart. As a Teaching Artist, his quest is to release fear and doubt, allowing each learner and Artist the opportunity to connect, to share, to Soar! We stand upon the shoulders of all creative souls before us, that enables every single voice to tell Their story, their version, of life's unpredictable magnificent journey, while illuminating all our lives with the Magical Gift of Play :) Pons Maar Pons Maar trained as a visual artist in Florida, (yep, a Florida Man) then studied various performance disciplines in the SF Bay Area and, as a ‘performance artist',  created and toured his solo shows.  He somehow ended up with a career in film and television appearing in; Return to Oz, Golden Child, The Blob (1988), Dead Heat, Masters of the Universe, Teddy Rex, George of the Jungle, Monkeybone, and Dinosaurs TV series.  Beginning with Return to Oz Pons also acted as Movement or Creature Coordinator on various productions. Terri Hardin Terri has been performing and creative all her life.  She started earning a living doing art and acting at age 8.  Known as Walt Disney's Legendary Imagineer, she has designed and created attractions for Disney Theme Parks all over the world and is best known for creating the Dragon's Lair in Paris Disneyland where you can see a 35' dragon come to life before your very eyes. She is also an accomplished actress, Puppeteer and Voice Talent. Her work can be seen in over 45 different films and television including GHOSTBUSTERS, MEN IN BLACK I & II, THE COUNTRY BEARS and CAPTAIN EO w/ Michael Jackson, George Lucas and Francis Ford Coppola. She became a MUPPETEER with the Jim Henson Company in 1989 after meeting Jim in New York.  Terri Hardin has worked on MUPPET 3D THEATRE, MUPPET MINI CLASSICS and DINOSAURS where she played BABY SINCLAIR'S arms. Other projects include the FOSTER FARMS CHICKENS where she designed the Original concept and has played the PASSENGER CHICKEN since 1993. Her career has given her many opportunities to work with a multitude of celebrities like Michael Jackson, Elizabeth Taylor, Whoopie Goldberg and Guillermo Del Toro. A fully TRADEMARKED artist and sculptor Terri's work can be seen Internationally. Fine collectables, commissions and prototypes of all kinds she creates for clients DISNEY, MATTEL, G DEL TORO and MORE. She has even had her sculpture featured in LACMA, the Los Angeles County Museum of Art. Her Company is TERRI HARDIN DESIGNS, INC.   Tom Fisher No bio provided

On this episode, The Barretta Brothers celebrate the TV show Dinosaurs and welcome the people behind the characters, Roy, Monica, and Spike.   Episode Outline: 05:50mins: Conversation with Pons Maar about casting the show.   13:30mins: Conversation about the character Roy. Pete Brooke, Julianne Buescher, Pons Maar.   30:50mins: Conversation about the character Monica. Jack Tate, Julianne Buescher, and   55:00mins: Conversation about the character Spike. John Kennedy, Lisa Rocco   ABOUT OUR GUESTS: Pons Maar Pons Maar trained as a visual artist in Florida, (yep, a Florida Man) then studied various performance disciplines in the SF Bay Area and, as a ‘performance artist', created and toured his solo shows.  He somehow ended up with a career in film and television appearing in; Return to Oz, Golden Child, The Blob (1988), Dead Heat, Masters of the Universe, Teddy Rex, George of the Jungle, Monkeybone, and Dinosaurs TV series.  Beginning with Return to Oz Pons also acted as Movement or Creature Coordinator on various productions. Julianne Buescher Julianne Buescher is a whimsically versatile, classically trained actor, voice-over artist and Muppet Performer…whose new Muppet character Beverly Plume can be seen in “Muppets Now!” On Disney+! Follow Julianne on IG at @juliannebuescher and see all her credits at IMDb.me/juliannebuescher Jake Tate Jack Tate is an actor/puppeteer/voiceover guy. Mostly, he's retired, but he'd work if someone asked.  He was in movies: The Right Stuff, Monster in the Closet, Interview with an Assassin and many others. On TV, he did a lot of day-player roles: Fresh Prince, Frazier, Hotel, Murder She Wrote and many others, before he landed on Dinosaurs, as a regular player, a Unisaur, appearing as many of the characters interacting with the family. Another show he was a regular on later, was The Journey of Allen Strange, for Nickelodeon. He was more successful in commercials than TV or movies, doing pretty near 1000 of them, many as a spokesman for AT&T, Pepsi, Bud Light, Ford Mercury and played, for 20+ years, the character Jack in the Box. Dinosaurs was easily his career favorite. Pete Brooke Peter Brooke is the Creative Supervisor for the Academy Award®-winning Jim Henson's Creature Shop™ and is responsible for the conception, design and sculpt of each character and creature brought to life at the Shop's Los Angeles location. His work can be seen in such films as the original Teenage Mutant Ninja Turtles, George of the Jungle, Cats & Dogs, Dr. Dolittle, and Where the Wild Things Are, as well as the television projects Dinosaurs, Jim Henson's The Storyteller, and most recently, The Dark Crystal: Age of Resistance.  Brooke works closely with the director and creative team of each project to guarantee that their vision is realized in the character he creates. He also liaises with the Shop's builders and supervises characters on set to ensure that the original concept and design style is maintained throughout the build and performance. Brooke began his relationship with The Jim Henson Company in 1988 as a graduate of the film school at Manchester Polytechnic. His first project was Jim Henson's The Storyteller as a sculptor of the series' various fantasy and folklore characters. When the Company began production in Los Angeles on Dinosaurs in 1991, Brooke relocated to the United States as a sculptor and designer on the technically ambitious comedy starring an entire cast of animatronic full-body dinosaurs. Brooke's own fine art sculpture has been featured in galleries and museums across the country for the past 25 years. He is a recipient of the Gold Medal for Best Sculpture from the California Art Club and the Award of Excellence from the Society of Animal Artists. His work has been featured in several magazines including Southwest Art, Art Talk, Art Revue and Wildlife Art News. John E. Kennedy John E. Kennedy is a lifelong puppeteer who began performing at age three and met and worked with Jim Henson at the age of 22.  He has been a member of Sesame Street since 1994, and currently performs The Amazing Mumford, a character originated by Jerry Nelson. John has also been a Muppet™ performer on projects such as Muppets From Space, The Muppets Wizard of Oz, The Muppets Take the Bowl, and The Muppets Take the O2. He has authored two puppet-making books (Puppet Mania and Puppet Planet), and has been a puppet captain, a choreographer, and a musician.   As a puppet builder, Kennedy has represented Jim Henson's exhibits around the world with his puppet kits; he has also instructed young puppeteers on cruises, camps, and festivals.  He lives in Ocoee, Florida with his wife, Julie, and creates custom puppet characters for theme parks and performs music with his band, Johnny K Band. Lisa Rocco No bio provided

COPYWRITING TIPS - The Unbeatable Power of Reason Why Advertising Hey, it's Robert Sean Pascoe from WorldClassCopywriting.com with another quick copywriting tip… Today I'm talking about the unbeatable power of reason why advertising. Direct Response Advertising is ultimately all about multiplying the power of master salesmanship and using it to reach as many of your ideal prospects as you can. But not just ANY message but a powerful message that will persuade them to buy what you are selling. But what if you are multiplying an advertisement that's a big fat ZERO when it comes to effectiveness? Well, it would guarantee to bring you back a big fat ZERO in profits. So, what kind of advertising is most likely to bring you back that ZERO? It's called traditional or “brand advertising”. For the most part, brand advertising consists of limp, trying to be “catchy” or funny slogans, and almost never actually asks for the sale. Their mission is to constantly bombard you with an image or a slogan… or jingle that gets stuck in your head. Then when you are out and about shopping and have a choice to make between a known product and a brand you have never heard of, you automatically reach for the one you are familiar with… … EVEN if it's the more expensive and possibly less quality choice. So, I'm not saying this tactic doesn't work, as it does, over time. But how many of us have MILLIONS upon MILLIONS of dollars to spend… just hoping to get our product name into the psyche of our potential customer In fact, trying to be “Cute” or “Clever” in your advertising is a sure-fire way to go broke. That's why I preach the Fundamentals of Direct Response Copywriting… … and more specifically… “REASON WHY ADVERTISING Now, what do I mean by “Reason Why Advertising”? Well, that's a term coined by legendary adman John E. Kennedy in the early 1900s to describe the foundation of his form of advertising. What kind of advertising is that exactly? It's about advertising that is direct to the point and ALWAYS asks for the sale… … while consistently backing up and explaining in full detail each point, promise and claim made throughout your advertising copy. To be successful with your advertising, you need to… Give your readers a REASON why they should listen to you. Give your readers a REASON why they should believe each and every word you say. Give your readers a REASON to buy what you are selling. When your ad contains a good, strong, clear reason why someone should buy your product or service you automatically increase your chance of getting the sale. If you could use some help writing killer sales copy for your business, then please send a quick email to me at rsp@worldclasscopywriting.com and we'll set up a time to talk about how I can create a truly powerful sales message that grows your bottom line… FAST! Remember if you sign up for my VIP Email Newsletter today I'll give you a FREE digital copy of my new E-book that reveals my five-step headline writing system… Get it NOW at www.howtowriteheadlines.com... As a special bonus I'm also including my personal multi-million-dollar headline swipe file, list of power words and more… Again it's 100% FREE at www.howtowriteheadlines.com Now if you enjoyed this tip and found it valuable then please be sure to subscribe so you'll never miss an episode… And especially SHARE SHARE SHARE on your social media!!! #Copywriting #CopywritingTips #AdvertisingSubscribe to The World Class Copywriting and Marketing Podcast on Soundwise

How can a startup's revenue double in six months? By creating content that's authentic and based on personal experience. Authenticity isn’t just a marketing buzzword.  Today’s guest is Jason Quey from Growth Ramp. He provides guidance on how to infuse authenticity into content marketing because it’s easier said than done. Some of the highlights of the show include: Mission: Assist 1,000 entrepreneurs go from idea to scale to get 1,000 customers What is authenticity in marketing? Advertising equals salesmanship times print Cite own experience or duplicate others’ research by borrowing credibility What is your value proposition? Unique selling proposition? Problems and Solutions: Talk to customers to understand outcomes to achieve Brand Messaging: Customers talk about the same problem using different words Experience: Bring own ideas, values, and language that others easily understand Teardown Analysis: Create content authenticate to you that’s valuable to others Prioritize content creation for buyer types (most aware, product aware, solution aware, problem aware, and unaware customers) Links: Free 14-day Product Marketing Email Course Jason Quey Growth Ramp 1000 True Fans by Kevin Kelly John E. Kennedy Rosser Reeves Claude Hopkins David Ogilvy Blake Mycoskie (TOMS) Decibite Hiten Shah (KISSmetrics) Eugene Schwartz Hootsuite GoDaddy CoSchedule

In May of 1904, the young John E. Kennedy walked into the saloon at the Lord and Thomas Advertising Agency, the most powerful of its day. John sent a note upstairs via bellboy to Ambrose Thomas, a co-founder of the agency. The note read, “I am in the saloon downstairs. I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is, and it will mean much to you too. If you wish to know what advertising is, send the word “yes” down by the bellboy.”  Kennedy was a 20-year-old Canadian Mountie who was also a copywriter and looking for a job. In the room with Ambrose Thomas was Albert Lasker, the man who eventually took over the agency. Mr. Thomas was not impressed by Kennedy’s stunt, but Lasker found himself intrigued. He asked for permission to chat with Kennedy and Thomas gave in, so they bring the kid up and have a conversation. The discussion turned into a test in determining the true definition of advertising. Kennedy slowly drew Lasker in by asking questions in a Socratic method and then debunking each definition by stating that there was more. Finally, Lasker asked Kennedy what his definition of advertising was. Kennedy’s response? 5-words. Advertising is salesmanship in print. While this story discusses the sales and marketing techniques of the early 20th century, the concepts still apply. In today’s world, not only must you sell, but you must also market yourself to build credibility and believability and give your prospect the reason why they should work or buy with you. Learn how today’s three key insights help make you better at selling through appropriate marketing.   What Gary B’s 4-Step Persuasion Equation is and why it works. Why believability is the single toughest barrier to overcome in selling. How to win the heart with stories and engage the head with reason. No matter if you’re new to sales or a long-time professional, this episode provides amazing insights into the principles of ethical influence. After listening, don’t forget to write down your AHA! Moment from the episode and leave a review if you haven’t already. Let me know how these principles have helped you in your business! In This Episode:  [04:08] - Alex shares the three key insights for this episode. [05:36] - Learn about John E. Kennedy, the first direct response copywriter, (in Alex’s opinion.) [09:06] - Kennedy’s 5-world definition of advertising.  [11:47] - Relearn the 3 “Why’s” of ethical influence and how they apply to persuasion. [12:56] - Learn Gary B’s 4-Part Persuasion Equation. What is their urgent problem?  What is your unique promise?  How can you provide unquestionable proof?  Provide a user-friendly proposition. [15:44] - Alex shares the first three of the six-barriers. Those that you move your prospect toward. [17:24] - Learn the three barriers you need to move your prospect away from. [18:23] - Which one of the six is out of your control?  [19:27] - Why you win the heart with stories and the head with reasons. [21:15] - Why the sale is the best way to provide unquestionable proof?  [23:38] - The Alexism for this episode is, “The difference between an amateur and a professional in any business, is the ability to make their first dollar.”  [23:58] - Alex shares a quick recap of the three key insights for this episode. [25:27] - If you’ve already given Alex a review, write down a specific takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link! [26:49] - In honor of this episode, Alex gives listeners a final gift. You can get a completely free copy of his book Alexisms by going to this link! You will also get free access to his $497 VBT e-Course!   Links and Resources:  Alex Mandossian Alex Mandossian Fan on Facebook Alex’s Friday Live events MarketingOnline.com Marketing Online 4-Part Video Training Series Alex Mandossian on YouTube Alexisms by Alex Mandossian All Selling Aside on iTunes Alex Mandossian’s free live Friday show All Selling Aside Episode 17. Why Socrates Avoided Rejection Jim Rohn  All Selling Aside Episode 12. The 2 “Why’s” of Ethical Influence Famous Amos Cookies Gary Bencivenga

Oggi parliamo di:#1 - LIBRO = REASON WHY ADVERTISINGHa oltre 100 anni di storia (e in fatti è di pubblico dominio).Ma questo libro di John E. Kennedy è una vera miniera d'oro per il copywriting e la scienza della persuasione.Soprattutto oggi quando le bufale circolano senza pietà e ci fanno dubitare - legittimamente - di tutto.Come diceva qualcuno "i numeri vincono sempre sulle parole".Scaricalo gratis in PDFhttp://infositelinks.com/Free/2012/08/Reason-Why-Advertising.pdf#2 - BLOG = TOM MORKESUn ex marine che diventa esperto di editoria e marketing digitale fa sempre notizia.Quello che però ti consiglio è guardare gli esperimenti che ha fatto a proposito di prezzi e modalità di pagamento di alcuni dei libri che ha scritto.Decisamente alternativo - ma con un piglio operativo - da vero sergente istruttore.https://tommorkes.com#3 - SOFTWARE = FREEPIK.COMForse ho trovato il sito per le immagini gratuite da mettere nei post, nelle email e nelle slide.C'è una marea di roba, di alta qualità e ampia scelta.Integrato con Stencil o Canva (di cui ti avevo già parlato) diventa un'arma di produzione di massa per chi di grafica non mastica molto, come me.http://freepik.com#4 - VIDEO = RICH FERGUSONOggi parliamo di magia.Pur non praticandola la adoro da sempre e ne sono affascinato.Perché non c'è nulla di più vero che un falso ben orchestrato.Farai impazzire i commensali in queste feste e lascerai i bambini a bocca aperta.Ricordati però che tra sapere il trucco e saperlo fare c'è UN ABISSO.Esattamente come nella organizzazione aziendale, nel marketing e nello sport.Pratica, pratica, pratica.Perché i fatti battono le parole 10 a 0.https://www.youtube.com/channel/UCP9ma95lbHYbjzPKTfiNgRQVuoi ricevere gratis i nuovi suggerimenti?Vai su http://go.temposuper.com/bestweekeverOgni venerdì alle 13:00 non perderti la sessione live su Facebook.

Oggi parliamo di:#1 - LIBRO = REASON WHY ADVERTISINGHa oltre 100 anni di storia (e in fatti è di pubblico dominio).Ma questo libro di John E. Kennedy è una vera miniera d'oro per il copywriting e la scienza della persuasione.Soprattutto oggi quando le bufale circolano senza pietà e ci fanno dubitare - legittimamente - di tutto.Come diceva qualcuno "i numeri vincono sempre sulle parole".Scaricalo gratis in PDFhttp://infositelinks.com/Free/2012/08/Reason-Why-Advertising.pdf#2 - BLOG = TOM MORKESUn ex marine che diventa esperto di editoria e marketing digitale fa sempre notizia.Quello che però ti consiglio è guardare gli esperimenti che ha fatto a proposito di prezzi e modalità di pagamento di alcuni dei libri che ha scritto.Decisamente alternativo - ma con un piglio operativo - da vero sergente istruttore.https://tommorkes.com#3 - SOFTWARE = FREEPIK.COMForse ho trovato il sito per le immagini gratuite da mettere nei post, nelle email e nelle slide.C'è una marea di roba, di alta qualità e ampia scelta.Integrato con Stencil o Canva (di cui ti avevo già parlato) diventa un'arma di produzione di massa per chi di grafica non mastica molto, come me.http://freepik.com#4 - VIDEO = RICH FERGUSONOggi parliamo di magia.Pur non praticandola la adoro da sempre e ne sono affascinato.Perché non c'è nulla di più vero che un falso ben orchestrato.Farai impazzire i commensali in queste feste e lascerai i bambini a bocca aperta.Ricordati però che tra sapere il trucco e saperlo fare c'è UN ABISSO.Esattamente come nella organizzazione aziendale, nel marketing e nello sport.Pratica, pratica, pratica.Perché i fatti battono le parole 10 a 0.https://www.youtube.com/channel/UCP9ma95lbHYbjzPKTfiNgRQVuoi ricevere gratis i nuovi suggerimenti?Vai su http://go.temposuper.com/bestweekeverOgni venerdì alle 13:00 non perderti la sessione live su Facebook.

One of the most important skills you can develop is the skill of writing persuasive copy. Copy that sells products and services. There is a formula for writing such copy, and in today's episode, I will share it. You can start using it today.. Announcements: If you enjoy the podcast, I would consider it a great favor if you subscribe (and leave a review) in iTunes. This helps new people discover the show. A big thanks to Camilla-NoMoreHamsterWheel, and DayneDad,  for giving us a review on iTunes in the last last week. I'm speaking at the Platform Conference in November. Register using this link, and as you check out enter the promo code RAY to save $100 on your ticket. Tip Of The Week  Split-test your life. In direct response marketing, we  test different elements of our marketing, honing on on the most effective variation. This process allows you to be constantly improve the outcomes you are achieving. It occurred to me that I could do the same in my personal life. Here are some routines and habits I am split testing in my own life: Doing my quiet time/”hour of power” each morning first vs. doing my most important work task first each morning. Exercising in the early morning hours vs. exercising in the afternoons. Recording my podcasts weekly vs. recording them 6 weeks in advance Caffeine intake vs. no caffeine intake. Naps each day vs. no  naps each day. The possibilities are endless. What can you split test in your personal life? Spiritual Foundations If you are feeling overwhelmed, stressed, overworked, and anxious – there is rest and peace for you. The Lord wants you to enter into His rest. Now, in the Kingom, everything is upside down. He who wants to be lifted up must bow down, those who want to rule must serve. and those would wish to be first must be last. To achieve God's rest does not mean that we are inactive. It means we understand that while we may labor with God, the outcome is up to Him, not to us. It is in vain that you rise up early     and go late to rest, eating the bread of anxious toil;     for he gives to his beloved sleep. Psalm 127:2 So go ahead, and do what needs to be done – but rest. And when you have done all you can do, then stand. Leave the outcome to God. Feature Segment: How to Write Web Copy That Sells Here is the formula for writing web copy that sells your products and services. First: why it's necessary. People don't take any action initially. They don't know you, like you, or trust you. Copy fills in the gap. Why it's so long. We need to answer all the objections ahead of time. Better for us to raise and answer all the questions first. It's time for a new paradigm. To Sell More, P.A.S.T.O.R. Your Customers A Five-Part Framework For Better Sales Copy If you want to sell more of your products and services, or even simply sell more people on your ideas, you must learn the basics of the art of copywriting. But what is copywriting, really? One of my favorite definitions was given by a man named John E. Kennedy, back in 1904. Kennedy defined advertising (and copywriting) as: “salesmanship in print.” If you can write effective sales copy, you can literally write your own paycheck. There really should be no such thing as a “broke copywriter”. By definition, good copywriters can create money out of thin air. So why does copy so often fail? Copywriting Fails When You Ignore Universal Principles There are universal psychological triggers that help you sell more effectively. The problem is, the field of copywriting is strewn with misleading, manipulative, and even in some cases malicious techniques. You can hardly “swing a cat” without hitting a copywriter who has a “formula” for writing copy. Most of these formulas are actually quite good.  Many however, are based on tricks of manipulation and psychology that are more than a bit morally wonky. The framework I’m going to share with you today, though, is intentionally based on universal principles that are focused on doing good, and helping people make decisions that are in their own best interest. To Sell More, P.A.S.T.O.R. Your Customers Most people associate the term “pastor” with the preacher at church. While this is certainly true in most cases, the original meaning of the word “pastor” was actually “to shepherd”. And what does the shepherd do? He or she cares for, feeds, and protects the flock. Now, before we go any further, I should address the habit that some marketers have of referring to their customers as their “herd”. It seems to paint an unflattering picture. This kind of imagery is not what I am invoking here. The actual role of a shepherd is a loving, caring, and protective one. In fact, Jesus, who called himself the “good Shepherd”, actually laid down his life for his flock. I am not suggesting any religious overtones for your copy: what I am suggesting is that you adopt the same loving, caring, and protective role as you write copy for your prospects and customers. And, as you might’ve guessed, P.A.S.T.O.R. is also an acronym for the major sections of your copy. Here is the explanation: “P” is for PROBLEM You must begin by identifying  the problem that you are solving. The simplest, most effective way to do this is to describe the problem in great detail. It’s a psychological principle: the more accurately you can describe your reader’s problem in terms they relate to, the more they instinctively feel that you must have an answer to that problem. Use the reader’s own language, the very words and phrases they use to describe the problem they want to solve. For instance, if you are writing about fitness and weight loss, you might begin by describing their current situation this way: “You've tried every fad diet that’s come along. You’ve started and stopped a dozen different exercise programs, perhaps joined several different gyms, but the truth is you just can’t seem to take the weight off (or keep it off.) Perhaps you’re even feeling a little disgusted with yourself and your inability to control your eating and your weight. You feel like no matter what you try, it’s not going to work.” Remember, you’re not judging their behavior, rather you are describing their experience as it currently is. This means you have to understand their experience as it currently is. You have to know your audience and what they are thinking. As the great copywriting legend Robert Collier said, you have to “join the conversation that is already taking place in the reader’s mind.” “A” is for AMPLIFY The next step is to amplify the consequences of not solving the problem. This is really the key to making sales, and it is probably the most neglected step in the process. What will motivate people to buy your product, invest in your service, or accept your idea is usually not the beautiful outcome framed in a positive light. It is rather, realizing the cost of not attaining that outcome. In other words: what is it costing them to not solve this problem? When I’m writing copy about a business improvement program, for instance, I may have the reader walk through a simple exercise like this:  “Write down your average monthly income over the last 12 months. Then write down what you want your average monthly income to be. Let’s say that your average income is $5000 per month, and your goal is actually to make $15,000 per month in your business. That means the “gap” between where you are and where you want to be is $10,000 per month. You’re paying a cost of $10,000 every month you don’t solve this problem.” “S” is for STORY and SOLUTION  Once you have described the problem, and amplified the consequences of not solving it, it’s time to share the story of how the problem can be solved. This will be different depending on your situation. It might be the story of how you yourself finally solved this persistent problem. It might be the story of how you helped a client or customer discover the solution on their own. It does need to be more than simply a description of what the solution is: telling the story of Bob, the frustrated business owner who was on the edge of bankruptcy, whose family had lost faith in him, and who, out of desperation tried one last idea that saved his business… is infinitely more powerful than simply saying, “One day, Bob figured out the answer.” It should go without saying, but I will say it just in case: the story must absolutely be true. Don’t make these things up. And if you’re thinking, “But what if there is no story?” I would suggest you just haven’t looked closely enough. There is always a story to tell. “T” is for TRANSFORMATION and TESTIMONY The next key step in writing your copy is to remember that whatever you’re selling, whether it’s a home study program, a book, a seminar, your consulting services… anything at all… what people are buying is not the “stuff”, it’s the transformation. When people buy the P90X workout program, they did not wake up one morning and say to themselves, “I sure hope today somebody tries to sell me a bunch of DVDs and a wall chart.”  Those things (the DVD’s, charts, etc) are the “stuff”. What buyers of P90X are actually purchasing is that lean, healthy, youthful physique they want for themselves. The transformation. It’s also important that you offer testimony, real-life stories of people who have made the transformation that you are teaching, and who have done so successfully. Study the most successful infomercials, and you'll discover that they consist of about 70% testimonials. And while most of us will not be writing infomercials, it’s important to remember there are three questions people are asking when you sell them coaching, consulting, or instruction about anything. The questions are: Has this person been able to do what they are describing for themselves? Has this person been able to teach other people to achieve the results they are describing? Will this person be able to teach me how to achieve these results? “O” is for OFFER So far, you have defined the problem, clarified the cost of not solving it, told the story of the solution, and helped your reader visualize the transformation through testimonials from others just like themselves. Now is the time to describe exactly what you are offering for sale. This is the section of your copy where you lay out your offer. You can even create a subheading for the section called something clever like, “Here’s Exactly What You Get”. Make certain that you focus 80% of your copy on the transformation itself. You do have to talk about the deliverables (the class schedule, the DVDs, etc.), but that should only occupy about 20% of your copy in this section. Just remember that as you describe the deliverables in the offer section, you must keep tying them back to the transformation and benefits your buyers will receive.  So instead of simply writing that the buyer will receive “8 DVDs, each containing a 45 minute workout session”, you might instead write that they will receive “8 DVDs that each contain a body-sculpting, fat-burning transformational work out that will help you craft the lean muscle you really want.” “R” is for RESPONSE This is one of the areas where copy tends to often be the weakest: the response request. We are asking the customer to buy. At this point, you should not be shy about making this request. You should tell the customer exactly what to do in order to get your program, your consulting, your book, etc. You should remind them why it’s important o do so. I often write copy similar to this: “You're at the point of decision. You can either continue down the path of least resistance, the path you have already been traveling, or you can choose the road less traveled. The path of least resistance will probably result in you getting the same outcomes you’ve always received. But if you want something different to happen, if you want to change the direction of your health (or your relationships, or your finances, etc.) you’re going to have to do something different. Make a new choice, and pursue your new outcome.” And then I will write very specific, directive copy telling them exactly what to do next: “Click the button below, fill out the order form, and we will immediately ship your entire package to you. It will contain everything you need to get started.” Some people shy away from strong language like this, but the fact is, if you truly believe that you have a solution that will solve a problem for people, why on earth would you not be as direct as possible in telling them how to get that solution? In fact, aren’t you doing them a disservice by not making the strongest case possible? My suggestion is that you use this framework to write or rewrite your sales copy. The key to making this approach to writing sales copy successful is the having the mindset of being a “pastor”. If you apply the principles of being a shepherd to your readers, and you follow the sequence of the P.A.S.T.O.R formula, my prediction is you will experience more sales, more profits, and more happy customers… more often.  What To Do Now Steps you can take to put this week's episode content to work for you: Split-test elements of your daily life and habits. Sign up for the free webinar training on how to write a book in 30 days or less. Run your sales copy through the P.A.S.T.O.R. framework. Get The Transcript Click here to get the transcript. Transcripts provided by SuccessTranscripts – a great solution if you need your podcast, sermon, speech, or other audio transcribed. Question: What one action will you take from today's podcast that will move you toward the success you seek? Click here to leave your comments.

If your copywriting is not selling enough, maybe it's because you have failed to P.A.S.T.O.R. And I'm not talking about preaching… Copywriting: The Key To Wealth Generation If you can write effective sales copy, you can literally write your own paycheck. There really should be no such thing as a “broke copywriter”. By definition, good copywriters can create money out of thin air. So why does copy so often fail? Copywriting Fails When You Ignore Universal Principles There are universal psychological triggers that help you sell more effectively.  Certainly, there are universal principles to writing persuasive sales copy. After all, as John E. Kennedy taught us, copywriting is mere “salesmanship in print” You can hardly “swing a cat” without hitting a copywriter who has a “formula” for writing copy. Most of these formulas are actually quite good. The one I'm going to share with you today, though, is intentionally based on these universal principles. To Sell More, P.A.S.T.O.R. Your Customers Most people associate the term “pastor” with the preacher at church. While this is certainly true in most cases, the original meaning of the word “pastor” was actually “to shepherd”. And what does the shepherd do? He or she cares for, feeds, and protects the flock. Now, before we go any further, I should address the habit that some marketers have of referring to their customers as their “herd”. It seems to paint an unflattering picture. This kind of imagery is not what I am invoking here. The actual role of a shepherd is a loving, caring, and protective one. In fact, Jesus, who called himself the “Good Shepherd”, actually laid down his life for his flock. I am certainly not suggesting any religious overtones for your copy: what I am suggesting is that you adopt the same loving, caring, and protective role as you write copy for your prospects and customers. And, as you might've guessed, P.A.S.T.O.R. is also an acronym for pieces of your copy. Here is the explanation: “P” is for PROBLEM “A” is for AMPLIFY “S” is for STORY and SOLUTION “T” is for TRANSFORMATION and TESTIMONY “O” is for OFFER “R” is for RESPONSE If you apply the mindset of being a shepherd to your readers, and you follow the sequence of the P.A.S.T.O.R formula, my prediction is you will experience more sales, more profits, and more happy customers… more often. Spiritual Foundations When we pray, something always happens. The key is to look for what's happening. Be anxious for nothing, but in everything by prayer and supplication, with thanksgiving, let your requests be made known to God. Philippians 4:6 Special Announcements I am very excited to be attending Jeff Walker's Product Launch Formula Live event in Scottsdale, Arizona next week. The event is sold out. If you are attending, please make sure and contact me so we can connect at while we're there. I will be speaking in Denver, Colorado, next month at the next JV Alert Live. I am very pleased to be sharing the stage with other great marketers including my friend Joel Comm and Rick Butts, Debbie Bermont, and others. This is a wonderful event at which to meet like-minded people, network, and find joint venture partners. You can register for the event using this link, and I would love to connect with you in Denver. If you do register using my link, please let me know. I am thinking about having a special get together just for people I have invited to the event. I would like to get a sense of how many people that may be. Would you like to have me speak at your event? Click here to visit my speaking page and get details on my availability. Your Feedback Do you have an idea for a podcast you would like to hear? Do you have a question that you like to ask me? Please send me an email. And if you enjoy the podcast, I would consider it a great favor if you subscribe (and leave a review) in iTunes. This helps new people discover the podcast. You can find the podcast on Stitcher by clicking the logo: Call in your questions or comments to our new, fancy “request line” at (509) 713-2679 Question: How will you apply the PASTOR formula this week? You can leave a comment below.  

In this week's episode the guys continue their conversation on the importance of copywriting skills for information marketers.  They'll talk about two major copywriting models - John E. Kennedy's "Reason Why" and Dale Carnegie's "Story Telling."