Identifying Compelling Ideas in Copywriting

Most writers focus on the writing part of copywriting, which only makes sense as we're writers. But maybe we should be doing more copythinking before we start to write. Our guest for the 415th episode of The Copywriter Club Podcast is A-List Copywriter David Deutsch. And when it comes to thinking about copy, David has few peers. He talked about strategy, writing emotional copy, coming up with big ideas, and much more. Click the play button below, or scroll down for a full transcript.   Stuff to check out: David's website The How to Write Emotional Copy Workshop The Copywriter Club Facebook Group The Copywriter Underground   Full Transcript: Rob Marsh: When we started The Copywriter Club Podcast, one of the things we were adamant about was that we would interview copywriters at all levels of experience and at all the various stages of their business journey. So we’ve spoken with copywriters who are just getting started along with those with years of experience. We’ve interviewed copywriters who call themselves content writers, strategists, consultants and various other titles. We’ve heard from marketers and authors and experts in all kinds of fields. In fact we used to start the podcast with the promise that you would listen and walk away with plenty of ideas you could “steal” for your own business. With that background, it’s always a thrill to get the opportunity to interview an expert copywriter who has earned his place on the A-List. One of the go-to copywriters when it comes to being coached by one of the very best in the direct response world. Hi, I’m Rob Marsh, and on today’s episode of The Copywriter Club Podcast, I’m speaking with A-list copywriter David Deutsch. David has generated more than a billion dollars in sales over the course of his career. Not bad. And probably someone we can learn from. You’ll hear this in the interview, but one of the things David likes to talk about is the difference between writing and persuasion and copywriting. The two ought to be the same, but often they’re not. I know I say this every episode, but I think you’re going to like this interview. So stick around. Before we jump in with David… It’s October. Which means the year is 3/4 done… we’ve all got one more quarter to reach the goals we set for our businesses at the beginning of the year. So let me ask you, how is it going? Are you ahead or behind your goals? What can you accomplish in the next 12 weeks that will move your business forward and set you up for a successful 2025… hard to believe the decade is half over… any way in my opinion the best place for copywriters to stretch and reach their goals is The Copywriter Underground, the paid membership with more than 100 hours of training, including an entire course on selling, a mini-course on proposals, more than 27 different templates, including a legal agreement, and so many other resources designed to help you grow. And each month, we invite a different guest expert to teach a new skill… this month’s members-only persentation is by Email Marketing Hero Kennedy on creating lead magnets that attract buyers, not freebie seekers to your list. It’s the kind of skill that will help you build your own list and make you so much more valuable to your clients. It’s happening next week in The Copywriter Underground which you can join at thecopywriterclub.com/tcu. And now, let's go to our interview with David… David, welcome to The Copywriter Club Podcast. I would love to start with your story. How did you become a direct response copywriter, a copy coach, and I think what some people would even say, you know, original member of the A-list of copywriters that are out there? Tell us how you got there. David Deutsch: Oh, well, thanks. It's great to be here, first of all. And, you know, I started on I don't know how far back to go, but I started my advertising career at Ogilvy and Mather in New York, which was David Ogilvy's agency back when he still occ...