Copywriters Podcast

Today we have a special edition of the Old Masters Series. I’ve convened a “board meeting” of six of our favorite Old Masters: David Ogilvy, Vic Schwab, Joe Sugarman, Gene Schwartz, Claude Hopkins and John Caples. If you’ve read Think and Grow Rich, you know how Napoleon Hill used to have imaginary meetings with dead presidents? Well, this one’s like that, but a little different. I’ve taken actual quotes from these six featured Old Masters and organized the quotes into three categories, to answer the question: How can you improve the quality and response of your video ads on Facebook, youtube and TikTok? You’ll be surprised and maybe delighted to find out that these guys had some wisdom they published before there even was an internet that applies 100% today—and we’ll show you how. Because some things never change. Download.

Last week we had A-List Copywriter Donnie Bryant on to tell us that the era of salesmanship in print is over for copywriting, to be replaced by showmanship in print. He added that knowing how to sell is still a top priority, but today it’s almost imperative that you do it in an entertaining context. Donnie’s right. We’re in an entertainment era, that’s for sure. A couple days ago I was watching a Pulitzer-prize-winning reporter from the Washington Post describe some major breaking news with her prediction of how it would play out in the future in a movie. She started her description by saying, “In the Netflix version… ” Let’s just for a moment go back to the 1970s, when I was a journalist myself. Can you Imagine the summer of 1974, after Nixon resigns, Woodward and Bernstein on with Walter Cronkite, saying, “I think in the movie Robert Redford should play Woodward, and Dustin Hoffman can play Bernstein.” Never woulda, coulda or shoulda happened. In 1974. But that was then and this is now. And here we are. It’s Netflix’s world. We just live in it. So how does all this apply to copy? Not as much as you might imagine… but a lot more than you probably think. We’ll talk about that today. Get: The Persuasion Story Code http://shorturl.at/pzAEQ Download.

For years, copywriters have been bowing down to a pivotal moment in copywriting history when John E. Kennedy revealed to Albert Lasker that advertising is, in fact, nothing more than “salesmanship in print.” That happened in Chicago in the early 1900s. Today, a modern-day copywriting visionary from Chicago, Donnie Bryant, says it’s time to update the definition. Donnie is our returning champion. He was on a couple months ago to talk about his great new book, Subject Line Science. But this time, he’s got a new idea that may stop you in your tracks. Donnie knows whereof he speaks. He has generated over $130 million in sales for his clients, which include Agora Financial, Dan Kennedy’s GKIC and Early to Rise. And he has shared the stage with copy legends like Parris Lampropolous, Clayton Makepeace and the other David, David Deutsch. We take a deep dive into Donnie’s stunning new idea today. Donnie’s Book, Subject Line Science: https://www.amazon.com/dp/B0CPRRS2LKDownload.

Aaron Gentzler, CMO of Mauldin Economics, shares insights on the challenges and successes of financial copywriting. He discusses AI in content creation, the power of AI in storytelling, and offer strategies in copywriting and funnel formulas.

A candid discussion on the speaker's 10 rules of copywriting mentoring, revealing insights into their mentoring approach and success. Emphasis on the importance of structured mentorship, studying direct response marketing copy, and the value of mentorship and coaching in copywriting. Encouragement for aspiring copywriters to embrace deliberate practice and consistent improvement.

Learn how to stand out in a crowded marketplace with Brenna McGowan's pre-launch strategies. Discover the impact of responsible copywriting and dive into successful launch tactics with industry experts. Explore the power of storytelling for persuasion and charity, and the benefits of efficient audio dialogues for feedback. Uncover the secrets to monetizing sales calls and pre-launch strategies for business success.

One of the first two books I devoured and then recommended to people who bought my course was by Old Master Joe Sugarman, who passed away two years ago. The book was called “Advertising Secrets of the Written Word.” Just about everything in that book is valid today, and Sugarman writes like a friendly human being, not an imposing overlord of advertising. It’s a very easy book to read, but it is chock-full of detailed, high-powered value. Today, as we continue our streak of Old Masters Series episodes, we’re going to talk about the book and talk about Joe. The good news is, the whole book is available for less than half of what I paid for it in 1999. And I marvel at how much good stuff he was able to get in there. We’re going to cover some of his most important points today. Resources: (same book, new title, better price): The Adweek Copywriting Book, by Joe Sugarman: https://www.amazon.com/dp/0470051248 My new book, The Persuasion Story Code: http://shorturl.at/pzAEQDownload.

Today we’re going to talk about an emotion that gets short shrift in copywriting, but I believe is the most powerful of all when it comes to motivating people. That emotion is: Envy. It’s controversial, because there are so many prohibitions against it. We’ll talk about those today. But it’s also widespread, from solopreneurs to marketing from the largest corporations in the world. Some observers have suggested, for example, that Apple is expert in making its products objects of aspirational desire by creating envy, subtly, in its ads. We have a lot more examples of envy in marketing, some of them very concrete, in today’s show. To find out more about coaching: https://garfinkelcoaching.comDownload.

How do you put together a seven, eight or even nine-figure promotion? (Just in case you weren’t sure, “nine figures” means north of 100 million dollars. And yes, you’re about to meet someone who has written a promotion that took in more than $100 million.) But in fact, there are precious few copywriters who have done all this and will tell you how. However, our special guest today is one of the few who can, and will—and he’s Henry Bingaman. All told, Henry’s copy has generated well over $300 million. He’s written blockbusters for Newsmax, Natural Health Sherpa, and Money Map Press, as well as other top publishers. And just as important to me, Henry is both trusted and feared by those at the top. I can’t think of a better way to demonstrate trust than by what top copywriter Marcella Allison said: “I practically have Henry Bingaman on ‘speed dial’. Seriously. Whenever I’m faced with a difficult choice, or major business or career decision, he’s the first person I reach out to!” And as for fear, it’s the right kind. The legendary late Clayton Makepeace said, “Henry is on the short list of copywriters I would never dream of going up against. He really is that good.” So now you know a little about Henry. But what you’re going to hear about on today’s show is Henry’s awesome Seven Stories method for writing powerful, long-lasting, chart-topping sales letters and VSLs. Free bonus from Henry: “8 Questions To Discover Your Big Idea” https://www.henrybing.co/idea/ Download.

Learn the secrets to making ads believable from the great John Caples. Discover the importance of proving big claims, using realism in copy and art, and incorporating user reviews. Understand the power of repetition, testimonials, and graphics in increasing believability. Explore the effectiveness of recaps and structuring content with three examples. Don't miss out on this insightful episode!