#17 - Harlan Kilstein - The number one thing every new copywriter needs to learn before it’s too late
Jul 29, 2022
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Harlan Kilstein, a Brooklyn-born entrepreneur and skilled marketer, shares his journey from early copywriting days to success. He discusses the vital role mentorship plays in honing skills and overcoming fear. Harlan emphasizes the need for authenticity in writing and the significance of concise communication. He also introduces innovative strategies like interactive sales letters and explores the evolution of health marketing, advocating originality. His insights provide a roadmap for aspiring copywriters navigating today’s dynamic landscape.
The importance of mentorship in copywriting is crucial, as it can significantly transform income and career trajectory for aspiring writers.
Continually honing writing skills and committing to excellence are essential practices for copywriters to succeed in a competitive market.
Adopting a mindset focused on strategic thinking over mere writing is vital for creating compelling, persuasive copy that enhances marketing effectiveness.
Deep dives
The Influence of Mentorship
The significance of mentorship in the journey of a copywriter is emphasized through the speaker's experiences with Harlan Kilstein, his first mentor in direct marketing and copywriting. Before finding mentorship, the speaker struggled to make ends meet with corporate copywriting, earning a modest income. After attending a value-based copywriting seminar led by Harlan, he realized the importance of selling himself and gained the skills necessary to dramatically increase his income. The transformative power of mentorship is highlighted, as the speaker went from making around $50,000 to over $100,000 within just six months under Harlan's guidance.
The Importance of Revision and Professionalism
The podcast discusses the essential practice of continually honing writing skills and being willing to revise work until it meets professional standards. A strong caution is given against charging high fees without being confident in one’s abilities and willingness to put in the necessary effort for quality output. The speakers recount how taking shortcuts in copywriting can be detrimental to one’s career. They advocate that commitment to excellence, such as being ready to rewrite until satisfied, is crucial for long-term success in the competitive landscape of copywriting.
Thinking Like a Copywriter
An important insight shared is the need for aspiring copywriters to adopt a mindset of thinking like a copywriter rather than merely focusing on the act of writing. The distinction between good writing and strategic thinking that drives successful copy is made clear. The speakers highlight the value of brainstorming and considering the full marketing context to discover effective hooks and unique selling propositions. This approach leads to more compelling and persuasive copy, which ultimately translates to increased conversions and business success.
The Role of Personal Experience
The podcast underscores how personal experiences can enrich copywriting and create authentic connections with the audience. The speakers discuss their backgrounds and share anecdotes that shaped their perspectives in copywriting, which enhances relatability. Real-life stories can resonate more strongly with readers, establishing trust and engagement. Therefore, writers are encouraged to incorporate their individual narratives and understandings into their work, fostering a deeper connection with the target audience.
Consequences of Poor Copywriting
Discussion points include the repercussions of hiring inexperienced copywriters who fail to deliver successful results, which reflects poorly on clients and devalues the profession. The speakers share cautionary tales about copywriters who bombed their assignments, emphasizing the importance of delivering quality work to maintain a good reputation. They advocate for a standard of professionalism within copywriting that not only generates results but also enhances credibility. A commitment to continual learning and adaptation in the field is seen as vital for avoiding such pitfalls.
The Evolution of Interactive Marketing
The podcast introduces innovative concepts such as interactive sales letters, which take customer engagement to a new level by personalizing their experiences. The speakers explain how this interactive approach allows potential customers to answer questions that tailor the content specifically to their needs, thus increasing relevancy. They share successful examples of interactive sales funnels that have dramatically boosted conversion rates. This reflects a broader trend in marketing to integrate personalized experiences that resonate more deeply with consumers.
Today, we talk with Harlan about his life as a copywriter from the early days until now. The marketing world has changed through the years, and we talk about our thoughts and experiences on this matter. Learn about Harlan’s rise to success and what makes good copywriters stand out from the rest.
Harlan is a Brooklyn-born entrepreneur, author, and lifestyle coach. He is a highly skilled marketer and copywriter, learning from the likes of Dan Kennedy and Gary Halbert. With his passion for marketing and his knowledge of hypnosis and Neuro-Linguistic Programming (NLP), he achieved great success in his career.
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