Copywriters Podcast

The famous English writer George Orwell is best known for his book 1984, which is a bestseller and a major cultural signpost in the English-speaking world. But lesser known is a book he published three years before. 1984 was published in 1949. But Politics and the English Language was published in 1946. In this book, Orwell lays out six iron-clad rules for writing, which are pretty good for copywriters, too — with some notable exceptions. We’ll get to those in a few minutes. But first, let me show you what Orwell was worried was happening to the English language. He gave this comparison in his book: From the Bible, Ecclesiastes, 9:11 “I returned and saw under the sun, that the race is not to the swift, nor the battle to the strong, neither yet bread to the wise, nor yet riches to men of understanding, nor yet favour to men of skill; but time and chance happeneth to them all.’ Translated into the worst of modern English: “Objective considerations of contemporary phenomena compel the conclusion that success or failure in competitive activities exhibits no tendency to be commensurate with innate capacity, but that a considerable element of the unpredictable must invariably be taken into account.” No wonder he was worried. The six rules (we discuss each one, in depth, on the show) Rule 1: Never use a metaphor, simile or other figures of speech which you are used to seeing in print. Rule 2: Never use a long word where a short word will do. Rule 3: If it is possible to cut a word out, always cut it out. Rule 4: Never use the passive where you can use the active. Rule 5: Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent. Rule 6: Break any of these rules sooner than say something barbarous.Download.

Simulmedia, a 10-year-old company based in New York and LA, helps businesses use TV advertising to get better results by bringing in data analytics. Recently Simulmedia launched a marketplace called D2Cx. It’s especially interesting for direct marketers who want to reach consumers on TV without all of the old hoops that you used to have jump through. I reached out to Matt Collins and invited him to come on the Copywriters Podcast to explain this. Some listeners are not ready for TV, but I’m pretty sure some will embrace the opportunity, since the opportunity to scale your business rapidly is simply unmatched by anything else. And it’s more affordable, as I understand it, than any other big-league TV ad opportunity. Matt will set me straight if I’ve got that wrong! Matt, welcome. Matt is Senior Vice President of Marketing at Simulmedia in New York City. Previously, he was VP of Marketing and Communications at Ampush, in San Francisco, which was involved in big-time Facebook marketing. Before we start, I’d like to give everyone a message that no one will mistake for marketing: 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. Let’s start at square 1, Matt, and thanks again for taking time from your busy schedule: 1. Please give us a rapid tour of your background, especially in terms that would be recognizable to direct marketers and direct marketing copywriters. 2. Now let’s talk about D2Cx. What is it and how does it work? 3. In our earlier conversation, you told me that the minimum spend for D2Cx is $50,000. Could you give me an idea of what a company could get for that amount? 4. I have read that Simulmedia brings data analytics to TV advertising. Could explain what that means, and how that’s different from old-school programs for TV advertising? 5. Are there additional analytics available with D2Cx? 6. In terms of tracking results, you mentioned that there may be new third-party applications on the horizon, in the not-too-distant future. Could you talk about those and what a marketer will be able to measure with them? 7. What about the mechanics of actually producing a TV ad? I know that’s not your primary specialty, but a lot of people in this space are do-it-yourselfers. Is there a way to find out what the standards are? Is this doable if they don’t want to use an ad agency? 8. Anything else that direct marketers and copywriters should know? 9. If someone’s interested in finding out more, what are the next steps SimulMediaDownload.

A rocket scientist describes how a spacecraft takes off. There’s a big difference between the energy and controlled chaos of the lift-off and the regular, cyclical path of the orbit around the earth. What can we learn about this description when it comes to the two basic types of people necessary to make copywriting make money? Plenty. Two conversations started this all. The first one – one of those accidental things about something else entirely, that really sparked my thinking about this. The second one, with a legendary copywriter, really blew it up to get us to this point. What creative people need to know about implementers. It’s almost like the people who write the copy and the people who “get things done” are from another planet. But they’re not. They’re really two sides of the same coin. What does the “implementer” side of the coin look like? What implementers need to know about creative people. For many practical, “get ’er done” people, asking them to understand creative people is akin to asking someone who only speaks English to read something written in Greek. It seems mysterious. And, from the way implementers look at, and operate in, the world, it is. But there’s a way to understand the other side of the coin, and we’ll cover that in today’s show. How do you bring an “implementer” mindset to creativity? This, of course, is the million-dollar question. Lucky for you, we have a million-dollar answer. Maybe even more than one of them. How do you bring a “creative” mindset to implementation? Most creative people would swear that this is impossible. Probably based on their own experiences, that would be a reasonable thing to swear to – or, to swear about. But there’s another way to look at it, and that’s what we do in the show today. The world where cats and dogs can get along? Of course, that’s a metaphor. Well, not completely. I have seen photos on Facebook of a dog and a cat getting along, but, it could have been Photoshopped. The question is a metaphor for the question of creative and implementor people synching up and reducing the friction between each group. Some good ideas here.Download.

A story about my mother and the vacuum cleaner. What objections are and why it’s so vitally important that you know them and overcome them. The best way to find objections. What to do if you can’t find objections out first-hand Handling objections in your copy: • Overcoming copy with a headline • Overcoming copy with a guarantee • Overcoming objections in your bullet points • Overcoming objections in your FAQs • Two powerful ways to overcome objections that many people overlook • How to reduce the strength of objections before they ever occurDownload.

Parris Lampropoulos is one of the few true A-List copywriters in the world, and he is a much sought-after teacher of copywriting as well. This special one-hour session with Parris is a veritable masterclass. He reveals the subtle psychology and strategies behind a sales letter that trounced the previous control and went on to run for over 7 years. At the bottom of this page, you’ll receive a link to download this historic piece of copywriting excellence that Parris explains in granular — yet, easy-to-understand — detail. Never before on the Copywriters Podcast have we had such an intricate and valuable breakdown of a multi-million-dollar winner. Every copywriter and marketer should pay close attention to the wisdom and street-smarts Parris reveals here, for you can use some or many of the techniques he explains, to vastly improve the performance of any promotion you have currently running, or planned for the future. Download the PDF HereDownload.

Show starts with an editorial in a business magazine that condemned negative thinkers. Warning: 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. Why positive thinking is so important for copywriters — and, really, anyone in business — most of the time. Why it’s a mistake to never allow negative thinking into the copywriting process — and where you should. Three important activities for copywriters that require negative thinking: 1. Mac Ross’s “Four W’s” Here are four questions most copywriters — and most business owners — never dare to ask. But they really must ask them (as painful as it may be) if they want their ads to work. 2. “What could possibly go wrong?” The power of positive thinking can drive you right into a ditch if you don’t keep an eagle-eye out for ditches when you’re driving. Now, this works a little bit differently in the copywriting process, but the idea is just as important. 3. Problem-Agitate-Solve Dan Kennedy made this formula famous, but it’s been around in one form or another for as long as people have had problems, needed some motivation to solve those problems, and needed solutions. But some copywriters get stuck in the “think positive” straightjacket when they try to use it. Here’s what you need to do instead.Download.

What I didn’t start learning about people until I was 40. Warning 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. What “human nature” means How understanding it at the behavioral level makes a difference when you’re writing copy… and you need to get specific behaviors from people reading your copy What happens when you live in an idealized world (read: “should”) about people and how they behave… and how that affects your copy (you’re screwed, your copy’s screwed) Four surprising things about human nature I learned only in copywriting • What people are really more concerned about, as opposed to what they’re “supposed to be” concerned about… • While many people say the greatest motivator is greed… or fear… or love… or hate… what I have discovered is the greatest overall motivator to get people to start reading your copy and keep reading it until they buy is something different. • It’s like completely obvious when you find out about this one, but it’s practically a forbidden subject in school, many homes and houses of worship, and even some businesses. • Before I knew anything about copywriting, I thought branding and advertising were the same thing. As a young copywriter, I thought branding was nonsense and a complete fraud. What I learned about human nature, only last month (October 2018), helped me see the value and the severe (and sales-preventing limitations) of branding. Review of four things about human nature I was only able to learn through Next time: The Power of Negative Thinking!Download.

The newsletter publisher that made more money with people who swiped his newsletter than he did from subscriptions. 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. What swiping is The difference between swiping and stealing (plagiarism) Why swipe files are important How to build a swipe file How to use a swipe file The three levels of creativity (Gene Schwartz, Breakthrough Advertising, p59) 1. Word-Substitute Technique (“the shallowest”) 2. Through Formula (“deeper and more difficult”) 3. Analytical approach (“It means a solution which has cost you days and weeks of painful effort, and which has done its job perfectly—can only be used once.”)Download.

Part 2 of 2 For today’s special Report from the Field, I literally met our guest “in the field,” at the Platinum Mastermind Group a few weeks ago. His name is Ted Prodromou, and he’s known as America’s leading LinkedIn coach. That would be good enough if Ted knew how you could get a job on LinkedIn better than anyone else, but I was extremely impressed that he knew a lot more than that. He knows how copywriters and entrepreneurs can use LinkedIn to make large amounts of money, as he does for himself every month. Ted’s the author of Ultimate Guide to LinkedIn for Business, and the third edition will be released by Entrepreneur Press next March. I’m so delighted that he’s agreed to come onto the Copywriters Podcast and share some of his secrets. Welcome, Ted! Before we get into the questions, let me share my one and only secret for this 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. 1. Ted, after listening to you, I got the impression that you really see LinkedIn differently than most people see it. Could you share the highlights of what opportunities you see for freelance copywriters, and for owners of small to medium businesses? 2. What are some simple actions a copywriter can take on LinkedIn, to get more copywriting clients? 3. Let’s say a business sells online courses or other kinds of info-products. What are some basic things a business can do to bring in more sales? 4. What are mistakes you see people making on LinkedIn – both really dumb ones, and mistakes that seem like they’re reasonable things to do, but actually aren’t such good ideas after all? 5. Please give us some tips on writing a LinkedIn profile. What are the most common mistakes, and what are your most popular strategies? 6. What writing tips would you suggest for articles and other content on LinkedIn? 7. You have this great set of insider secrets you call the LinkedIn Cheat Sheet. Could you tell us about it, and how our listeners can go get a copy themselves?Download.

Part 1 of 2 For today’s special Report from the Field, I literally met our guest “in the field,” at the Platinum Mastermind Group a few weeks ago. His name is Ted Prodromou, and he’s known as America’s leading LinkedIn coach. That would be good enough if Ted knew how you could get a job on LinkedIn better than anyone else, but I was extremely impressed that he knew a lot more than that. He knows how copywriters and entrepreneurs can use LinkedIn to make large amounts of money, as he does for himself every month. Ted’s the author of Ultimate Guide to LinkedIn for Business, and the third edition will be released by Entrepreneur Press next March. I’m so delighted that he’s agreed to come onto the Copywriters Podcast and share some of his secrets. Welcome, Ted! Before we get into the questions, let me share my one and only secret for this 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. 1. Ted, after listening to you, I got the impression that you really see LinkedIn differently than most people see it. Could you share the highlights of what opportunities you see for freelance copywriters, and for owners of small to medium businesses? 2. What are some simple actions a copywriter can take on LinkedIn, to get more copywriting clients? 3. Let’s say a business sells online courses or other kinds of info-products. What are some basic things a business can do to bring in more sales? 4. What are mistakes you see people making on LinkedIn – both really dumb ones, and mistakes that seem like they’re reasonable things to do, but actually aren’t such good ideas after all? 5. Please give us some tips on writing a LinkedIn profile. What are the most common mistakes, and what are your most popular strategies? 6. What writing tips would you suggest for articles and other content on LinkedIn? 7. You have this great set of insider secrets you call the LinkedIn Cheat Sheet. Could you tell us about it, and how our listeners can go get a copy themselves? Ted's WebsiteDownload.