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Time to talk about a taboo subject that needs to be discussed: The truly awful clients copywriters inevitably get, and how to set things right with them (or make a Quick Draw McGraw exit)!Weâve all had them. That canât be changed or avoided.But what to DO about them?That can be learned, from an expert whoâs been there, done that, and figured it out!Our special guest today is A-List Copywriter Kim Krause Schwalm, author of the great new book Client Badassery Secrets: How Copywriters Can Earn MORE, Run A Thriving Freelance Business, And Cut Out The Client BullshitIâve read it and itâs really good.Kimâs just the right person to write this book, too. Sheâs worked as an executive with big direct-response publishers where she hired copywriters, and also someone who has written copy for some of the best-known publishers and supplement companies in the world. And plenty of other clients, along the way.Today sheâs going to tell us about the seven kinds of clients you meet on the way to copywriting âhell,â and how to avoid their tricks and traps and come out ahead.Kimâs book, Client Badassery Secrets: https://www.amazon.com/dp/B0CGV7MZ8PKimâs website:https://kimschwalm.com/
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After youâve finished your copy, how do you know that you got everything right and havenât left anything out?There are several good ways to double-check, but I donât think thereâs one more fun than Jack Turkâs Killer Copy Checklist.Itâs an 8-page PDF, written and presented like a comic book.But itâs serious stuff, in an easy-to-take form.Today Jackâs going to tell us about the checklist and make it available to you free⊠free⊠free of charge.To understand why this is such a good checklist, you need to know a little bit about Jack.Heâs our returning champion, and weâre really happy to have him back today!Jack has decades of experience writing for corporations like Microsoft and Kodak, as well as a number of small businesses including dentists, attorneys, even magicians. As the voice of Dan Kennedy at GKIC and many other high-profile thought leaders, his sales copy has generated millions of dollars in sales and heâs now known as the worldâs FASTEST Copywriter.Jack was also host of the highly successful Copywriting Summit, and was kind enough to invite me on to talk about headlines and hooks.Today heâs going to walk us through his Killer Copy Checklist. Itâs as good as anything Iâve ever seen, and a whole lot more fun!Get yourself a free copy of Jackâs Killer Copy Checklist here: www.writekillercopyfast.com/checklist
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If youâre a copywriter and youâre itching to build a business, what should you do?You probably have many options. But if youâd like to know whether building your own agency is the right way to go, we have some valuable information for you.Todayâs guest, Andy Strote, has built two agencies. The first one, Fireworks Creative, grew from 2 to 30 people in five years. Andy and his partner sold the agency to a large company called Cognicase.Six months later, he started another agency with one partner and one employee. That agency is called Context Creative. After 15 years, the agency had grown to have a staff of 28, and Andy sold his shares to his partners and returned to freelancing.But he wrote a book about what he learned in 20 years of starting, managing, growing, and selling two agencies. The book is called How to Start a Successful Creative Agency, and of all the people I know, heâs the one to write that book!Andyâs going to share some of those lessons and secrets today.Andyâs book: How to Start A Successful Creative Agencyhttps://www.amazon.com/Start-Successful-Creative-Agency-Photographers-ebook/dp/B092CM9WTM
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Once you can start using stories effectively in your copy, you have for all practical purposes developed a marketing superpower.But donât stop there.Because the difference between a story and a STRONG story can be the difference between high-test gasoline and rocket fuel.One will get you there faster⊠but one will get you there a lot faster, and go a lot further!Strong stories are the rocket fuel in your sales copy.And weâre going to talk about 5 ways to make any story stronger today.Develop your superpower with The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ
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If you wanted to build your own home from scratch, it would be a good idea to talk to someone whoâs done that, right?Same thing with a sales funnel that generates a level of income you can barely imagine.How do you build one?My advice is:Listen to our returning champion, Aaron Gentzler.Because heâs been there and done that.Multiple times.For example, Aaron led a team in growing a newsletter business by a factor of 12, from $4 million to nearly $50 million a year.Another example: Aaron wrote a promo in 2008 resulting in tens of millions of sales. His promo was so good that others in the company used his copy as a template, resulting in tens of millions of more sales.More than 10 years ago, when Bitcoin was trading at about $500, Aaron published research urging investors to learn more about crypto and speculate prudently. Anyone who took his advice in 2013 would have increased their investment by more than 100 times. As weâre recording today at the beginning of April, Bitcoin closed yesterday at $65,270.Heâs done a lot more since then and is doing great things today.I mentioned those three examples because Aaron has a bold and steady knack for taking promotional ideas and turning them into moneyâlots of money.And if youâre looking for some clues as to how to do the same with a promotion youâre thinking about or working on, youâre in luck.This is Aaronâs third time on the show, and heâs agreed to come back today and share some of his best secrets for massive business growth.FREE training on building a funnel that wonât quit, from Aaron and his partner Shawn Twing. Starting on Tuesday, April 23, so sign up now: https://fullfunnelformula.co/?affiliate=dgarf
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Today we have a special edition of the Old Masters Series.Iâve convened a âboard meetingâ of six of our favorite Old Masters: David Ogilvy, Vic Schwab, Joe Sugarman, Gene Schwartz, Claude Hopkins and John Caples.If youâve read Think and Grow Rich, you know how Napoleon Hill used to have imaginary meetings with dead presidents?Well, this oneâs like that, but a little different. Iâve taken actual quotes from these six featured Old Masters and organized the quotes into three categories, to answer the question:How can you improve the quality and response of your video ads on Facebook, youtube and TikTok?Youâll be surprised and maybe delighted to find out that these guys had some wisdom they published before there even was an internet that applies 100% todayâand weâll show you how.Because some things never change.
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Last week we had A-List Copywriter Donnie Bryant on to tell us that the era of salesmanship in print is over for copywriting, to be replaced by showmanship in print.He added that knowing how to sell is still a top priority, but today itâs almost imperative that you do it in an entertaining context.Donnieâs right. Weâre in an entertainment era, thatâs for sure.A couple days ago I was watching a Pulitzer-prize-winning reporter from the Washington Post describe some major breaking news with her prediction of how it would play out in the future in a movie. She started her description by saying, âIn the Netflix version⊠âLetâs just for a moment go back to the 1970s, when I was a journalist myself.Can you Imagine the summer of 1974, after Nixon resigns, Woodward and Bernstein on with Walter Cronkite, saying, âI think in the movie Robert Redford should play Woodward, and Dustin Hoffman can play Bernstein.âNever woulda, coulda or shoulda happened.In 1974.But that was then and this is now.And here we are. Itâs Netflixâs world. We just live in it.So how does all this apply to copy?Not as much as you might imagine⊠but a lot more than you probably think.Weâll talk about that today.Get: The Persuasion Story Code http://shorturl.at/pzAEQ
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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 âsalesmanship in print.âThat happened in Chicago in the early 1900s.Today, a modern-day copywriting visionary from Chicago, Donnie Bryant, says itâs 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, heâs 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 Kennedyâs 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 Donnieâs stunning new idea today.Donnieâs Book, Subject Line Science: https://www.amazon.com/dp/B0CPRRS2LK
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If youâd like to know what goes on behind the scenes in the world of financial copywriting, our guest today has the inside story. Aaron Gentzler is CMO of Mauldin Economics, a major financial publisher based in Northern Florida. Heâs been in the business since 2006 and tells us about his own journey, as well as some of the experiences heâs had training and advocating for younger copywriters.Just as important, heâll let you know what he has seen that spells bad news for people trying to get their foot in the door in the first place. Plus, he shares in-the-trenches insights about what works and what doesnât work with stories in copywriting.My book, The Persuasion Story Code https://www.amazon.com/dp/B0CFD2KXNQ
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This is a Manifesto and an ExposĂ©. People ask me all the time what I do in my mentoring of copywriters and business owners.I mean, what did I do to earn the tagline, âThe Worldâs Greatest Copywriting Coach?âIâve decided to come clean. Itâs never been a secret, but now that I think about it, I just donât talk about it all that much. In dribs and drabs, sure.But never the full monty. Until today.Todayâs show is for two types of people:First, anyone whoâs interested in the kind of mentoring I do and might want to bring me on as a mentor.But second, anyone else who mentors copywriters or wants to.Look, there are far more people who want to be mentored than Iâll ever be able to work with one-on-one.So if you can take my 10 rules of copywriting mentoring and put them to use with your own clients, have at it. This is an open invitation.To learn more about my mentoring, go to: https://garfinkelcoaching.com
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These days, more than ever before, itâs not merelyoptional that you stand out in the marketplace. Forthe listeners of this podcast, that is true whether youârea copywriter, a marketing consultant with a specialty,or a business owner.You need to stand apart from the crowd especially these days because the marketplace is so crowded and getting more so every day. You want to be known for something specific.In the best of all possible worlds, you want to be the âgo-toâ person for what you do.Brenna McGowan, who is our returning champion today, figured that out and did something about it. Even though what she does is relatively innovative and not the most crowded part of our field, she found a way to stand out, big-time.Brennaâs specialty is pre-launchesâwarming up your market by letting them get to know you even before your launch begins. Thatâs what she told us about when she was on the show a couple months ago.But now sheâs back to talk about a multi-day virtual event she hosts every few months, called âBehind the Launch.â Itâs pretty exciting and sheâs agreed to reveal a lot on todayâs show.To get Brennaâs pre-launch cheat sheet and get on her list, to find out what sheâs up to and get advance notice of her next event, go here:https://brennamcgowan.co/cheatsheet/
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One of the first two books I devoured and then recommended to people who bought my course was by Old Master Joe Sugarman, who passed away two years ago. The book was called âAdvertising Secrets of the Written Word.âJust about everything in that book is valid today, and Sugarman writes like a friendly human being, not an imposing overlord of advertising. Itâs a very easy book to read, but it is chock-full of detailed, high-powered value.Today, as we continue our streak of Old Masters Series episodes, weâre going to talk about the book and talk about Joe.The good news is, the whole book is available for less than half of what I paid for it in 1999. And I marvel at how much good stuff he was able to get in there.Weâre going to cover some of his most important points today.Resources:(same book, new title, better price):The Adweek Copywriting Book, by Joe Sugarman:https://www.amazon.com/dp/0470051248My new book, The Persuasion Story Code: http://shorturl.at/pzAEQ
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Today weâre going to talk about an emotion that gets short shrift in copywriting, but I believe is the most powerful of all when it comes to motivating people.That emotion is: Envy.Itâs controversial, because there are so many prohibitions against it.Weâll talk about those today.But itâs also widespread, from solopreneurs to marketing from the largest corporations in the world. Some observers have suggested, for example, that Apple is expert in making its products objects of aspirational desire by creating envy, subtly, in its ads.We have a lot more examples of envy in marketing, some of them very concrete, in todayâs show.To find out more about coaching: https://garfinkelcoaching.com
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How do you put together a seven, eight or even nine-figure promotion?(Just in case you werenât sure, ânine figuresâ means north of 100 million dollars. And yes, youâre about to meet someone who has written a promotion that took in more than $100 million.)But in fact, there are precious few copywriters who have done all this and will tell you how. However, our special guest today is one of the few who can, and willâand heâs Henry Bingaman.All told, Henryâs copy has generated well over $300 million. Heâs written blockbusters for Newsmax, Natural Health Sherpa, and Money Map Press, as well as other top publishers.And just as important to me, Henry is both trusted and feared by those at the top.I canât think of a better way to demonstrate trust than by what top copywriter Marcella Allison said: âI practically have Henry Bingaman on âspeed dialâ. Seriously. Whenever Iâm faced with a difficult choice, or major business or career decision, heâs the first person I reach out to!âAnd as for fear, itâs the right kind. The legendary late Clayton Makepeace said, âHenry is on the short list of copywriters I would never dream of going up against. He really is that good.âSo now you know a little about Henry. But what youâre going to hear about on todayâs show is Henryâs awesome Seven Stories method for writing powerful, long-lasting, chart-topping sales letters and VSLs.Free bonus from Henry: â8 Questions To Discover Your Big Ideaâhttps://www.henrybing.co/idea/
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You can have the greatest product, the greatest headline, the greatest targeting, the greatest offer, and the greatest price. But you know whatâs going to torpedo your entire promotion in a New York minute? Itâs: if your prospect doesnât believe you.We covered one aspect of believability last week, but we have some fresh tips today. Because believability is the pass/fail test every ad must pass in order to work. Period. But thatâs not the end of the story. In todayâs Old Masters Series episode, we draw on the considerable wisdom of the great John Caples, and a new book I just found out about. Unlike the classic Caples work Tested Advertising Methods, this book is readily available on Amazon for the low, low price of $8.86. And the Kindle is even less. Itâs called Making Ads Pay, and itâs worth far more than the asking price. In this book Caples has a whole chapter on making ads believable. Weâre going to talk more about that today.Making Ads Pay, by John Caples: https://www.amazon.com/dp/048648601X
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You can have the greatest product, the greatest headline, the greatest targeting, the greatest offer, and the greatest price.But you know whatâs going to torpedo your entire promotion in a New York minute?Itâs: if your prospect doesnât believe you.Believability is the pass/fail test every ad must pass in order to work.Period. But thatâs not the end of the story.In todayâs Old Masters Series episode, we draw on the considerable wisdom of the great John Caples, and a new book recommended on twitter/x by a current copywriting master and friend of the show, Doug DâAnna.Unlike the classic Caples work Tested Advertising Methods, this book is readily available on Amazon for the low, low price of $8.86. And the Kindle is even less. Itâs called Making Ads Pay, and itâs worth far more than the asking price.In this book Caples has a whole chapter on making ads believable. Weâre going to talk about that today.Making Ads Pay, by John Caples: https://www.amazon.com/dp/048648601X
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What do the worldâs most experienced, successful copywriters really think? What if I could get them all together in one room and ask them to share their best ideas and techniques on specific copywriting topics they know most about?If youâve ever wondered those things, youâre not alone. Our special guest today, Jack Turk, wondered the same thing. And next week, heâs going to give you an answer, at no cost to you, to hear what some of the worldâs top copywriters have to say. Including David Deutsch, Dave Dee, and another David, I canât remember his name right now.Plus many more!Jackâs going to tell us all about it midway through the show. You should know he has decades of experience writing for the big guys, like Microsoft and Kodak. Plus many smaller businesses including dentists, attorneys, even magicians.As the voice of Dan Kennedy at GKIC and of many other high-profile thought leaders, Jackâs sales copy has generated millions upon millions of dollars.Plus, heâs now known as the worldâs FASTEST Copywriter.You can sign up for free access to the Copywriting Summit here: https://go.360summits.com/t?orid=579093&opid=150
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When youâve got to make a pitch to a prospect, whether in person or in writing, you face a weird paradox:The more successful the prospect, the less time they have for you.Cramming a ton of benefits into a short pitch tends to work against you. Who can process all that data in such a short period of time.Lucky for you, thereâs another way. Itâs called âstacking microstories.â Today Iâll show you how to put together a complete pitch that takes less than five minutes to deliver. You can use this for any product or service. You could put it in an email or on a sales page. And you could deliver it in spoken form to a prospect.Iâll give an actual demo of a microstory stack that takes far less than 5 minutes, so you can see for yourself how this works.Get The Persuasion Story Code here: âȘhttps://www.amazon.com/Persuasion-Story-Code-Conversational-Storytelling/dp/B0CFCVDZ7T
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If youâre thinking hiring a copywriter OR youâreconsidering getting a coach, you might be wondering:What can a copywriter do for me that a coach canât?And vice-versa: What can a coach do for me that acopywriter canât?Coaching and copywriting are two professions that have grown impressively over the last 20 years. The Internet and a fast-changing world have a lot to do with it.But a lot of people are unclear on what they do and what kind of results they provide. Because while both copywriters and coaches are in the business of helping people get what they want, the ways they go about it are as different as night and day.Today our special guest is Sean McCool. Heâs been writing hard-hitting, high-earning sales letters for large publishers like Agora and Stansberry Research for 15 years, plus heâs worked for a lot of smaller direct-response oriented businesses, too.The important thing to know up front is Sean is also a life coach with clients including actresses, childrenâs book writers, entrepreneurs and even a member of the World Martial Arts Hall of Fame.So, like me, Sean is a coach as well as a copywriter. I thought it would be fun to talk about the similarities and the differences. One thing it will do for you as a viewer or listener is put into sharp relief what copy can and cannot do for you⊠and whether you should be on the lookout for a coach yourself.Seanâs website is: https://seanmccool.comAnd you can find his podcast here: https://persuasionbythepint.com/
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When you start a launch, do ripples of fear tie yourstomach up in knots, because you feel like youâre starting from zero and you feel youâve got way too farto go, and not enough time to get there?Itâs a common problem, and one todayâs guest set out to solve. Brenna McGowan is a launch strategist, copywriter and the creator of what she calls âAnticipation Marketing.âSheâs developed a system so the water is warm even before you jump in to start your launch. She has a complete pre-launch strategy that comes before the launch, and her clients have tripled and even quadrupled sales as a result of using the pre-launch approach Brenna recommends.I was introduced to Brenna by Joshua Lee Henry, who youâll remember from many shows heâs been on here. Joshua Lee told me that Brenna read my book The Persuasion Story Code and told Joshua Lee that many of story types mentioned in the book were central to her pre-launch strategy, which sheâs going to tell us about today.To get Brennaâs pre-launch cheat sheet, go here:https://brennamcgowan.co/cheatsheet/
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