Marketing expert Colin Theriot talks about his fascination with cults and magic tricks. He shares his experiences with persuasion and influence in increasing business success. Other topics discussed include the psychology of belief, establishing credibility, building a cult and Facebook group, creating a persona for marketing, and reverse engineering success.
Building an influential personal brand can enhance persuasion and gain clients' trust and credibility.
Targeting niche businesses can provide opportunities for copywriters to add value and generate profits.
Success in copywriting is defined as the ability to continue enjoying the work and expanding reach.
The Cult of Copy Facebook group offers valuable content and resources for copywriters seeking guidance and information.
Deep dives
Building Reputation and Gaining Confidence
During the initial two years of freelancing, the goal was to establish a reputation and gain visibility in the industry. This was achieved by weaseling onto stages, speaking at conferences, and working with established marketers. Chris aimed to position himself as a guru figure and started teaching others. He created templates and trainings based on his own experience and shifted from competition to mentoring. The goal was to demonstrate expertise and build a community of copywriters.
The Birth of the Cult of Copy
After two years, Chris started the Facebook group, the Cult of Copy. The decision was influenced by the rise of Facebook groups and the desire to create a space where copywriters could discuss topics that others didn't typically want to talk about. Chris wanted to explore the darker persuasions and share insights on trickery, psychology, and cognitive biases. The group gradually gained traction and allowed Chris to share a wealth of content with his audience.
Transition to Online Trainings and Mentoring
Over time, Chris shifted from freelancing to focusing on trainings and mentoring in copywriting. This involved creating various products and courses based on his templates and consultations. Chris became known for his content-packed approach, where new information was shared regularly, offering readers something different every day for a year. The goal was to establish himself as an authority and provide valuable resources to copywriters.
The Success and Growth of the Cult of Copy
Since its inception, the Cult of Copy has grown into a thriving community with a vast amount of content and resources. Chris leverages his experience and knowledge, sharing insights on various copywriting topics. The group continues to attract copywriters seeking guidance and information while benefiting from Chris's mentoring and consultation services.
Positioning and Influencing Clients
One of the key lessons learned from the podcast episode is the importance of positioning oneself as an influential figure rather than just persuading clients through words alone. By building an identity that people can connect with and believe in, clients are more likely to trust and hire you based on the person behind the message. The podcast discusses how persuasion is in the message, while influence is who the message is from. By establishing a strong personal brand and reputation, you can gain clients' trust and credibility, making persuasion easier and more effective.
Finding Success in Serving Small Businesses
The episode highlights the value of targeting and serving niche and lesser-known businesses that may not have a large presence or market recognition. It emphasizes the potential for copywriters to help small businesses thrive by identifying gaps in their marketing strategies and providing personalized and effective copy solutions. Rather than striving to compete with A-listers or focusing on beating controls, the podcast suggests finding opportunities to add value and generate profits for smaller businesses that may not be utilizing effective copy. This approach can lead to long-term success and partnerships, as well as potential profit-sharing arrangements.
Defining Success and Continued Growth
The episode explores the concept of success and personal goals in the copywriting industry. The guest speaker shares that his definition of success is the ability to continue doing what he enjoys and finding new ways to expand his reach. He expresses satisfaction with his current position in the industry and highlights the ongoing growth and potential of his work. The guest mentions the longevity and bottomless nature of the copywriting topic and aims to keep offering valuable content to his audience while exploring potential avenues like e-books and different formats. Overall, success is seen as an ongoing journey of continuous learning, creating, and engaging with the audience.
Colin “cut his teeth” in the marketing world back in the “OG” days with the work he did for Andy Jenkins and Stompernet Colin Theriot has always had a fascination for cults and magic tricks. So really it was no surprise when he started the FB group called “Cult of Copy” when he entered the marketing world. Through this group, he aims to consult and mentor people who want to use persuasion and influence to increase their business success while increasing their freedom as well.
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