Copywriters Podcast Many Millions And Still Testing, With Walter Burch
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Oct 30, 2023 Walter Burch, CEO of Envoy Media Group, shares his success in testing online ads at a nine-figure level. He discusses unusual ideas about copywriting and the importance of partnering with the company you're promoting. The podcast also explores understanding the customer journey, creating desired emotions for clients, and the profitability of their approach in competitive industries.
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Early Marketing Success Story
- Walter Burch started his marketing journey in high school with a 4.3 million dollar eBay auction for a search engine.
- Though they never got the money, the experience sparked a lifelong passion for digital marketing and testing.
Validate Feelings to Connect
- Marketing should focus on validating and reflecting real people's feelings, not just selling products.
- People often feel lonely and uncertain when facing problems, so soft, empathetic marketing attracts them better than confrontational sales approaches.
Checkbook Shame Example
- Walter illustrated emotional blocking with a checkbook balancing example where shame blocks engagement.
- Ads that validate feelings like embarrassment and encourage self-acceptance are more effective than factual or benefit-driven copy.
