Copywriters Podcast

Three books I’ve been picking through for other projects, from entertainment fields, reminded me of the way we’re writing copy today: Music, the Brain, and Ecstasy, by Robert Jourdain The Writer’s Journey, 2nd Edition, by Christopher Vogler Shortcuts to Hit Songwriting, by Robin Frederick The rules used to be that copy was NOT to be entertaining. And that seems to have changed. But here’s one thing that has never changed, and never will: How it was in the past How it is now Three things that brought us to where we are today technology changes: ipad, netflix, amazon prime changes in news and politics social media: ad rules, plus the rise of content marketing How things are different now What to do differently be more aware of everyday life -- what’s going on around you, how you feel, how others probably feel use graphics to tell your story learn about engagement techniques from film, fiction, music What not to do, even today don’t turn your marketing into a comedy show or a mini-dramatic movie don’t take your eye off the ball. Remember, the primary job of your copy is to sell, or to inspire another specific action besides buying don’t sacrifice believability for entertainment valueDownload.

Richard Armstrong is a top A-List copywriter and I’m proud to say he’s my friend. He’s written for all the big mailers: Agora, Boardroom, Rodale, Kiplinger’s, Reader’s Digest, and many others. The late and extremely picky William F. Buckley, Jr. once allowed that Richard’s writing is “terrific.” The legendary Gary Bencivenga called Richard “one of the best copywriters on the planet.” And the great Dan Kennedy simply said of Richard, “I envy his talent.” Gotta agree with Dan on that one. I envy Richard’s talent, too. But envy has never prevented me from having a guest on this podcast. Today Richard’s going to talk about con artistry — and there’s a perfectly legitimate reason for that — as well as some storytelling stuff you’ve probably never heard before. 1. Richard, we’re going to talk a lot about copywriting today, but I want to start by plugging your excellent new book, The Don Con, and ask you just a little about your research for that. Specifically, what did you learn about who con artists are and what they do? 2. I know you’re going to be offering our listeners a free special report, and we’ll talk about it later. Besides your really cool book, I also got the chance to review your special report in advance, and I would like you share with us one of the most astonishing things I read in it: You said that a lot of the techniques, or maybe all the techniques, that con artists use are the same ones we copywriters use. So what are those techniques, and what’s the difference between a con artist and a copywriter? 3. In a former lifetime, I interviewed you for a webinar series and you said something that keeps echoing in my brain, for years. It was that the secret A-List copywriters know, that other copywriters don’t, is about research. Could you talk about the level of research a top copywriter does, and what’s involved? 4. Richard, as a fellow advertising guy, surely you must remember the old ad for Certs: It’s a breath mint and a candy mint. How they packed all that into one mint, I’m still puzzled about to this day. But in your own way, you’ve got a similarly rare distinction. You’re a copywriter and a novelist. Tell us, what do novelists know about storytelling that copywriters don’t know? 5. One of my favorite Richard Armstrong stories is your lift note for Kiplinger’s Personal Finance about your aunt Jane. It, of course, is great storytelling in itself. Here, let me read it out loud so our listeners will be familiar with it: Dear Friend, My aunt Jane is rich as sin. And nobody in my family can figure out why. She worked as a librarian her whole life. Her husband, who passed away a few years back, was a tool-and-die maker. They never earned much money in their lives. But boy, were they ever smart with what they had. There was a little vacation home that they picked up for a song and wound up selling for $250,000. Some well-chosen stocks that grew in value over the years. Mutual funds. Municipal bonds. Treasury bills. Even a vintage Volkswagen “Beetle” that’s worth more now than the day they bought it. Nowadays my Aunt Jane -- who we always thought was just a little crazy -- is a bonafide millionaire! One day I asked her for the secret of her success. “I have three rules,” she said. 1) Never let your money sit idle 2) Never pay more than you have to for anything 3) Never pass up anything that’s free Well, my friend, unless you return the enclosed card today, you’re going to break at least one -- and probably all three -- of my aunt’s rules. Because if you return the enclosed card, you’ll get a free issue of KIPLINGER’S PERSONAL FINANCE (Rule #3). If you decide to subscribe, you’ll get the next 11 issues at a very low price, plus three free bonus gifts (Rule #2). And instead of spending the rest of your life working for money, you’ll put your money to work for you. (Rule #1) I know my Aunt Jane wouldn’t pass up a free sample issue of KIPLINGER’S PERSONAL FINANCE magazine. But of course... She already subscribes. Best regards, Richard Armstrong Could you tell us about this piece of copy? I particularly love hearing you recount how you wrote it -- or how you gave up entirely, and it wrote itself. 6. When you’ve written controls or blockbuster promotions, beside inhuman amounts of research, what are some of the other techniques you use that might be helpful to our listeners, who are copywriters and business owners interested in copy? 7. Finally, your special report: “How to Talk Anyone Into Anything.” Besides the smidgen of your research findings that we talked about in the beginning… tell us about the other research you did writing your new book The Don Con, that led up to this report. And, tell us how our readers can get a free copy of this magnificent free special report! Check Out Richard's New Book Download.

Explore the secrets of closing in copywriting through analogies like dominoes, picking an apple, and proposing. Understand the importance of energy, preparation, and the right components in closing a sale. Dive deep into effective strategies, enthusiasm, and tailoring copy to different market sophistication levels. Gain insights on closing techniques and transitioning to fiction writing in this engaging episode.

Our show today features superstar public speaker and Internet marketing trainer Tom Antion, who shares some expert info about the red-hot topic of public speaking for copywriters and business owners. Why is this important? Because “the copywriter’s journey,” as we’ll call it, goes something like this: - You start out learning to write copy. Big mystery - Suddenly, it becomes clear as something you write “hits” - Then, almost just as suddenly, the floodgates open. You have more clients than you have time to write for (on time) - Eventually, you learn to write faster - You start to make amazing money - Then, a funny thing happens. You notice that your clients — especially those selling info-products, seminars, and courses — are making even more money than you are. As in, a LOT more. Now, there’s nothing wrong with their making more money than you do. And, if you’ve played your cards right, you’re still getting paid pretty well as a copywriter. Even so, at this point in your “copywriter’s journey,” (and the same thing happens with business owners who don’t start out in the info-product business), a question occurs: “Why can’t _I_ do that kind of thing and make that kind of money?” Well, if that’s you -- you can. But you need some additional skills. And most of those skills revolve around something many people avoid at all costs: public speaking. But it doesn’t have to be that hard, or that scary. Our guest, Tom Antion, knows how to take in huge paydays speaking from the platform — and claims to have trained more public speakers than anyone else alive. I’ve known Tom for 30 years and my jaw has dropped repeatedly over time at Tom’s energy, industry, willingness to help, and ability to help other people get results. He’s a great speaker. A terrific trainer. And genuinely nice, and generous, guy. Tom very generously shared a lot of tips on the podcast. As someone who has used public speaking myself (not just podcasts, but platform speaking) to substantially grow my own businesses, I strongly recommend this value-packed, and frankly very entertaining as well, podcast interview. Screw The Commute PodcastDownload.

A little-known book called “The Act of Creation” by Arthur Koestler says that there are three states of mind all creative people use in the process of coming up with new ideas. Broadly stated, these three states are: 1. Humor 2. Scientific Thinking 3. Art While knowing about these is somewhat useful for the process of writing copy, being able to write copy that inspires these different states of mind in prospects while they are READING your copy is even more valuable. I’ve never seen anyone talk about them the way Koestler does, or even mention this book except one of the world’s greatest living creative geniuses, whose identity I reveal on the show. Then we go through each state, one-by-one, giving specific techniques and examples for each state. Variety is the spice of life, and variety in your copy is the key to more conversions. We pay particular attention to the high-wire act of using humor in copy. It’s generally not a good idea. But there are ways to adapt the principles of humor so rather than coming up with comedy, you come up with brain-jostling ideas and phrases that add extra go-power to your copy. After you have finished listening to today’s show, you’ll have a new toolkit of techniques to make your copy more interesting, and make it convert better.Download.

Driving around Orange County in Western New York. What a police officer told me that, years later, really helped my copywriting. How you lose readers… and sales crater Very few people talk about this, and when people do, they tend to give it the short shrift. But not us. We’re going to give it the long shrift in today’s episode. Why everyone struggles so much with this problem The best “greased chute” copy is not only seamless; it’s virtually invisible to the untrained eye. Most people not only don’t know what the words are, but the strategy/psychology behind them. If that’s you, relax and rejoice! All is revealed ahead. Solution #1 - Logic Logic is very compelling in moving the reader along. But how do you use it effectively without coming across as stuffy or aloof? You’ll see! Solution #2 - Comparison This is like using a metaphor, but a lot simpler and, frankly, easier to do. It’s a powerful technique. Solution #3 - Random Phrases that work Sometimes it’s simpler than you think. But you gotta use the Best Words. You’ll get some of them in this part. Download.

The podcast discusses the 'Golden Triangle of Copywriting', which categorizes copywriting problems and emphasizes starting with gathering facts about the product. It highlights the importance of investing in high-quality copywriting and the challenge of creating a strong hook. The three steps of copywriting are discussed, including research, identifying benefits, and the writing process.

We have a Special Report from the field today. In fact we might want to call it a fast-track masterclass in music and copywriting. Our special guest today is copywriter Doug Pew. He also happens to have a doctorate in classical music composition from the University of Cincinnati. He’s won awards for his music and he wrote an operate which was performed at the Kennedy Center. Plus, he was a Fulbright Scholar at the prestigious Ferydyrik Chopin University of Music in Warsaw, Poland. Now, since this is the Copywriters Podcast, Dr. Pew has agreed to give us an in-depth look at some prized secrets only composers know, that we can use ourselves to make our own copy much more compelling and profitable. And it will be easy for you to understand, even if you don’t know anything about music other than what you like to listen to. Doug, welcome, and thanks in advance for all the hard work you’ve done putting your part of this show together. Before we get into this exciting material, I have a message that could well be called the Music of the Copywriters Podcast: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. So Doug. You’ve told me you have three musical strategies that evoke and extend emotions in copywriting. I got very excited about this idea, because that’s what every good copywriter wants to do — engage the prospect’s emotions and keep an emotional momentum through the close. 1. Could you briefly explain the concept a composer uses to evoke emotions in a piece of music? 2. Your first strategy, let’s call it “Variations on a Theme.” It's about a famous musical phrase that takes less than a second and keeps audiences on the edges of their seats for 45 minutes! Could you explain this strategy to us and then show us how it works in copy? 3. Now, let’s talk about your second strategy. We can call it “Striking a Chord.” You composed three chords that you told me caused your church audience to feel the presence of the Holy Spirit. Please tell us about that, and how we can use this, even in a non-religious context, with copy. 4. And let’s call your third example, “Off the Beaten Path,” because it involves a rhythm that is off-beat! I think you’ve got a Beatles tune in mind. Let’s hear about that. 5. Finally, I haven’t run into too many other award-winning classical composers who are also copywriters, Doug! Would you tell us about how you got into copywriting, and about your new book? 6. How can people get in touch with you? Doug's WebsiteDownload.

How a TV interview with legendary singer/songwriter Robbie Robertson put the icing on the cake for me about a crucial problem in copywriter — on towering copywriter Gene Schwartz revealed on an obscure video, and certainly is Gene’s biggest secret for all copywriter. Something not even found in “Breakthrough Advertising.” The big problem with how people go about writing copy: We’ve got to shake old habits. The most important revelation is, contrary to what most people think, copy is not “written.” This new method makes things so much easier, and makes results so much better. What Gene Schwartz said about his biggest secret: It’s a completely new and unique perspective, but it’s really consistent with everything else Gene says. Just takes it to a new level. And, interestingly enough, it’s also remarkably similar to the way Robbie Robertson wrote his most iconic hit song. The pieces of the puzzle you want to put together: A quick review of the initial work you want to do in order to take full advantage of Gene Schwartz’s biggest copywriting secrets. It’s a little bit of hard work in the beginning that makes writing the copy so much easier. Where you get the material to assemble: This is where we talk about the three main areas that you get your “ingredients” for all of the puzzle pieces. For a lot of people, at least one of these areas will be very surprising!Download.

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. Susan's WebsiteDownload.