Bridging Technical Knowledge and Emotional Marketing

Today we’re starting a new special feature of the Copywriters Podcast.
It’s called Reports from the Field. These are interviews with people who are not merely EXPERTS – they are also practitioners. Right now they are implementing what they are talking about. We can all learn so much from people who are in the field and taking action successfully.
Our first guest on the Copywriters Podcast Reports from the Field is Victor Urbina. I know Richard well because he is in my business owner’s mentoring program. Victor sold his first business at age 12. Think about that. SOLD his first business by age 12.
He has taken a traditional business route in life and he’s been very successful. He has an engineering degree and an MBA. He’s been a UPS store franchisee for 10 years. But in 2016, he started Optimum Life Labs, which develops and markets supplements to help boomers and seniors. We’ll talk about his product Joint Nirvana in today’s show, because he has built a business completely on copy and direct response and it is really starting to get traction. Like, making serious money on a daily basis.
Before we start, a friendly 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… Victor, welcome to the Copywriters Podcast. I really appreciate that you took time out of your busy schedule to meet with us today.
1. How did you get into direct marketing?
2. We started working together last summer. In mid-February, you told me you’ve made more this year with the new supplement business than you made all last year. I just want to clarify that the supplement business had more sales by mid-feb this year than it did all last year, not that I personally made more income
Could you share a few key takeaways from your rapid growth and success?
3. It’s not always comfortable to talk about mistakes, but most experienced people agree you learn more from mistakes you made than from your successes.
Would you be willing to talk about an important mistake or two you made, and what you learned from it, and what are doing differently as a result?
4. Let’s focus specifically on copywriting. What would you say is the biggest surprise in what you’ve learned about copy / or, about how to write copy?
5. What are the most valuable things you’ve learned about copywriting?
6. With a business based on copywriting, what is the limit you see as to how large you could grow the business? Or is there a limit? Why?
7. I know we have a large group of business owners that listen to this podcast. What would be your advice to business owners who would like to write or understand writing copy better?
8. What are the main differences in running a business like your group of UPS stores, and Optimum Life Labs, which is 100% based on direct marketing copy?
9. What’s the most important thing you’re now able to do in business as a result of your new-found proficiency in copywriting, that you couldn’t do before?

Email Victor at victor@optimumlifelabs.com


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