How to Distil Information From a Book

Chris Mason is our guest on the 352nd episode of The Copywriter Club Podcast. Chris is a direct-response marketer who wrote a companion book to Breakthrough Advertising by Eugene Schwartz called, Breakthrough Advertising Mastery. Chris breaks down his process for writing this book and he gives actionable tips for copywriters can use today. Tune into the episode to find out: What similarities are there between songwriting and direct response marketing? Why you need to build your “sitting down” muscle.  How Chris landed Brian Kurtz as a client and how their partnership grew.  What is the 40/40/20 mix?  The best process for context switching and juggling multiple projects at a time.  How to get better at decision-making and what that means for your business.  Determining your audience’s mass desire and understanding market sophistication.  When do you incorporate a unique mechanism? Two techniques to better understand your audience and their needs.  How to build the stream of acceptance and shift current beliefs.  How to break things down into actionable steps for your audience. What’s a profit partner and what’s involved? Tune into the episode by hitting play or checking out the transcript below. The people and stuff we mentioned on the  show: The Copywriter Think Tank Kira’s website Rob’s website Chris's website  The Copywriter Club Facebook Group The Copywriter Underground Free month of Brain.FM AI for Creative Entrepreneurs Podcast Full Transcript: Rob Marsh:  If you've been a copywriter for more than a few days, you've almost certainly been told that the preeminent copywriting book that you absolutely have to read, maybe even read over and over, is Eugene Schwartz's Breakthrough Advertising. A few years ago when the book was out of print, it wasn't uncommon to see a single copy of Breakthrough Advertising selling on eBay for close to a thousand dollars. And it is a good book, even a must read for serious copywriters, but it's not the easiest book to read or understand. Hi, I'm Rob Marsh and my co-host of The Copywriter Club podcast is Kira Hug, and our guest for this episode is copywriter and marketing strategist Chris Mason. Chris spent much of the last two years writing a companion volume for Eugene Schwartz's book called Breakthrough Advertising Mastery. It makes learning the concepts that Eugene Schwartz taught in that book a lot easier to learn. And Chris tell us which concepts of the book he thinks are most important during this interview. He also shared his thoughts about songwriting, juggling multiple large projects at the same time, and what it takes to help shift a prospect's belief so they can buy. Kira Hug:  But first, this episode is brought to you by The Copywriter Accelerator, which is actually coming up pretty soon. We have a nice little wait list you can jump on that we'll link to if you have any interest in this program. And hopefully you do have some interest in this program. Rob, why should someone listening be interested in this program? Rob Marsh:  So if you are a new copywriter, a newish copywriter, or a copywriter that is trying to make a shift in your business in some way, we've actually designed this to help you go through all of those steps so that you can lay the foundation for successful business, including figuring out what niche you serve, who your exact ideal client is, what kinds of services and products they will actually buy, how you position yourself so that they want to hear from you, how you get yourself out into the world, how you price things. All of that is wrapped up into this one, I don't want to call it a course because it's not really a course, but it's a cohort based group program you go through with several other copywriters, all who are working through the same assignments.