Episode 098 - Selling with Spoken Copy

Chances are very good you’ve seen and heard our guest before. Maybe on ABC News, or CNBC, or Howard Stern. Or somewhere else on the radio.
And, if you’ve ever called Citibank, hers is the familiar voice you hear before you get to a live person.
Chances are just as good you’ve heard at least one of her students and clients, too. In fact I know you’ve heard at least one of them on this very podcast, because Agora Financial, which Joe Schriefer heads up, is one of her clients. But that was before Susan started to work on him -- and I thought he was already pretty damn good.
Now, there are a lot of speaking coaches and voice coaches. I know, because I used to be one of them. Not nearly as good as Susan, I’ll quickly admit.
But precious few speaking coaches these days who are also masters of persuasion, and, more important, masters of teaching others to be persuasive. This is important especially to copywriters and direct marketers who are involved in any form of copy that goes audio or video.
Like: Webinars, video sales letters, even radio and TV ads.
And, of course, podcasts!
Susan, welcome. Before we get into the interview, I want to mention, Susan is the author of “Speak to Influence: How to Unlock the Hidden Power of Your Voice.”
1. Susan, thanks so much for making the time to be with us. I knew I wanted to get to know you better the minute I heard you on the Agora Financial Copy Call, and I’m so glad you agreed to join us on the podcast. Let’s dig right in.
Chapter 12 of your book “Speak to Influence” includes a section on three steps to empathy. If there’s one thing the world needs more of right now, it’s empathy. Don’t you think so?
For anyone in direct marketing, this is a special challenge and a big opportunity. In written copy, empathy with the prospect is often the difference between “I’ll buy it” and “Nice try, but no thanks.”
Could you share some thoughts and tips on putting empathy into a spoken pitch?
2. OK. So, I’ve saved this credibility builder for a few minutes into the show. Your voice sold $50 million worth of Topsy Tail hair gizmos on a direct response TV ad. My girlfriend knew what a Topsy Tail was, but I didn’t. And of course Nathan, with his closely cropped and very suave hairstyle, wouldn’t even need a Topsy Tail.
Please tell the uninitiated what a Topsy Tail is!
3. Now, I think you attribute some of that massive home run to your ability to use the four vocal influence types. I’ve found what I heard you say about them before tremendously successful, not only in speaking but also in singing!
Could you tell us what they are and how when can use them when we’re selling something out loud.
4. How about some more pro tips about narrating on a VSL or a Webinar?
5. Before we get more valuable content from you, Susan, I’d really like to hear about some of your adventures in the big time. You’ve done things like Howard Stern and network TV, that many of us would be scared to even imagine! Please tell us what it’s really like and what happened to you.v 6. OK, I think you have a covert influence secret for us -- the art of the “non-pitch.” Could you explain what that is and how to do it?
7. Any stories about what it’s like to have a famous voice in everyday life? Have you ever been caught in voice mail jail, listening to your own voice?
8. Finally — tell us a little about how you work with clients, and how people can reach out to you.

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