Psych Insights for Modern Marketers - The 3G Edition

First off, no, John isn't dead, despite what some authoritative voices online are saying. We'd know if he was, cuz he wouldn't be appearing on the podcast, now, would he. (Still, we're looking into creating "Deep Fake JC" just in case.) The show dives into the emotional states of both writers and prospects that coats every great ad (from murderous rage and peak love goo-goo eyes). And why, when writing persuasive copy, you must climb into a deep state of emotional awareness. This will be news to most writers, and what you learn here could transform your career, whether you're a writer or a face-to-face salesman. Plus: Understanding how belief systems can screw with your mojo, why Gary Halbert's personality both outraged and delighted prospects in equal amounts, and the role of intuition in high-end salesmanship. Bring tissues, cuz this show gets emotional...  

So, how do you get show notes written – with the deadline hovering like a gore soaked banshee (cuz there's now 18 shows in the can and the launch is happening, like, tomorrow) – with three top copywriters in the mix? Answer: You procrastinate, think up wild notions about tricking other writers to do the work, try AI, toss the AI notes cuz it's half hallucination… procrastinate some more… endlessly discuss other futile ways to trick someone else to do it, try AI again, toss the AI crap… … and finally John just gets fed up and slams out some show note copy all on his lonesome. (And Kev and Daniel chuckle over their evil procrastination-heavy plan to get John to do exactly this.) Takes him 15 minutes for the first notes on show number one. He brings it to the next show, this one here, and everyone marvels at a top writer's brazen efforts to make simple show notes sing. Then they all go deep on writing philosophies, the required structure of a good, readable piece (even a short one like show notes), and especially the trick of front-loading the copy with emotional triggers and power words.  Yeah, you'll be shocked how much thinking, planning, and editing goes into a two paragraph message when a veteran A List writer deigns to slam it out.  This entire show is a peek behind the curtain of a genuine word-wizard packing every sentence like it's a bomb set to obliterate resistance and ignite a brushfire of intense interest and curiosity.  Included is an entire toolkit for writers who want to write really freaking fast while maintaining top-of-the-line quality (and salesmanship).  But of course you're too savvy to be interested in learning how to write compelling stuff at warp speed, aren't you…

The guys define some of the more misunderstood rumors and memes in the business and copywriting worlds... starting with "momentum", and what veterans mean when they talk about movement being the main step in ANY process or project. You'll never again wonder why you didn't get something important done... cuz you'll now be forever cursed with the knowledge of exactly what is required to charge from Idea to Finished Project. (And no, running around the office like a headless chicken isn't the kind of movement we're talking about here.) Included are riveting rants about what it actually took for these writers to "suddenly" get recognized as A List writers. And all the pitstops, pitfalls and obstacles they overcame (that you're probably gonna face, too, just like all the other ambitious writers and entrepreneurs committed to getting it right). (Oh, the adventures and dark alleys lurking out there, waiting for you...  but you'll be prepared, instead of blundering blindly into them like these veterans did.) More: The essential mentorships you must pursue... why being too competitive is a chain holding you back... why humility will forever be one of your main tools... ... and the secrets of combining actual craftmanship with Artificial Intelligence to have breakthrough creative sessions every single time you need them.  

The guys explore the counter-intuitive power of keeping your biz small, but more intensely engaged.  John shares stories of entrepreneurs who got seduced by scaling their lists, and lost their souls. Kevin goes into the pain of over-hiring while chasing bigger audiences, and the relief of purposely shrinking it all back down to a comfortable, more engaged size. And Daniel nails it down, explaining his deliberate choice to dump the empire-building for a better-balanced lifestyle.  There's still a lot of wealth and happiness to be found in more modest goals, while you probably know quite a few examples yourself of joints that got too big, too fast... and blundered the game.  The goal is a better life, which includes joy and big bucks. But does not include getting so big that you isolate yourself from everything that makes life worthwhile. It's different for everyone... yet there's also a "sweet spot" that these 3 guys agree on, at least for list size.  Just an awesome show that will help you get your shit together as you learn the rewards and costs of success.  

Wherein we lay bare the actual writing process we used to write up notes and blurbs for the podcast, almost in real time. Three top writers, baffled by what to write to bring people into the shows... ... ultimately solved with a quick couple of decisions: A little AI to grease the skids with transcripts of what we talked about earlier, and then John rolling up his sleeves and slamming out some riveting original copy. It's like being led behind the curtain to see how things get done.  Then a quick pivot to how networking alters lives, in all parts of life and business. And then things get personal: The secret "Friendship Code" that seems to work across all earthly boundaries, and how childhood sets us up for either oodles of great pals or a ticket to the loneliness epidemic now twisting society into knots. And yes, there are simple fixes available.  Oh, and Kev reveals the story behind the first time he was hauled off to the pokey. Trust me, it's very relevant to your career.  It's funny stuff all the way through. And honest, and timely, and a portal to the most wonderful (and profitable) adventures of your life, right around the corner... Bonus: Special guest star Angie Rogers reports from the generation now in their twenties, on the rippling societal effects of not having had a punk movement in twenty years! Plus: Are the spiders in Australia really that vicious?  

You know, not everyone likes you. You're always going to have detractors and enemies in various stages of rage (from mild to dangerous). Just a fact of life in the biz world. How you deal with these people – who obviously are under some mental health crisis, or just don't understand who you really are (cuz who could hate such a lovable goof as yourself?) – will define much of your life as a successful writer or entrepreneur. The guys tackle the entire breadth of the subject here... cuz they all have deep experience from real life boondoggles. You'll learn about Kevin's Peacekeeper Dilemma (common to everyone with a hefty unmonitored dose of empathy)... and Daniel's biz philosophy of using forensic questions to find out the real reason some customers are so mad about something (hint: it's almost never what they claim to be pissed off about)... and how John went so quickly from coddling unhappy customers, to having zero tolerance for the whiney few who were incoherently angry and beyond saving. It all slips into deep discussions of integrity in business, the challenge of being authentic in a world of phonies, and how to survive cancel culture. Finally, you'll learn the insider's "professional code" – which most rookies only hear about after difficult years of grinding – that these guys (and their peers) live by. You've got a front row seat for some real insider stuff here.  

Even veteran biz owners and experience-hardened writers have a weird relationship with money. Especially when you come across a lot of it, suddenly. It's critical for your career to have a good foundation of values, an ethical philosophy of life, and lots of support from friends, family and network. Yet it's even MORE important for you to understand how money can completely obliterate everything good in your life, regardless of whether it's going out or coming in. The guys dive in deep, and cover everything they've learned about earning, managing, bungling, scoring and losing money in their storied careers. Nobody understands this stuff intuitively, cuz money is a concept... yeah, a concept that pays your bills but also keeps you up at night and ruins friendships and creates opportunities the "poor" version of you will only dream about. Forget Econ 101 – here's the complete Financial Badass Wizardry course, in one brief show. From the mysterious forces haunting every dollar bill you encounter and the creative freedom of Fuck You Money... through the inverted logic of Bankruptcy Wisdom and Systematic Wealth Building (works no matter how bone-headed you are about cash right now)... and into the class warfare behind shame at being working class and the leverage of knowing why money doesn't solve most problems (despite being very good at solving the core problems you encounter while building a fortune). Lots more, and you've probably never heard half of it before. The rich can be miserable, the broke can be joyous, the clueless can strike a bonanza, and the sociopaths can (as usual) muck up the best thing going if you don't stop them. Get hip. Then go get rich and happy...  

Dialogue isn't just writing out what someone said. Nope, too important to be trusted to stark transcriptions, especially when money's at stake in a sales message. Every writer has trouble with dialogue, at first. It requires some real epiphanies to start writing like Elmore Leonard or Stephen King or even an advice columnist. Yet it's so very crucial to setting up scenes that move the action forward quickly and decisively. All the top copywriters worked through their initial trouble with dialogue, and now use it to bring their stories to life, while pushing for the sale as smoothly as having a casual conversation. Lots more, too: John recalls the early days of infomercials (where dialogue was the entire ad), why the format works and how the pro's settled on that format after years of trying everything else. He even goes over the "origin story" of that entire wing of marketing, which led the way to online video sales pages and a whole sub-genre of advertising. Finally, the guys dive into what it takes – mentally and physically – to create near-perfect final drafts of sales letters, ads, video scripts and sales pages online. And precisely how long they spend editing drafts (you'll be shocked)... plus how they could determine when they had a winner (and when they realized they had to toss the manuscript and start over). The entire episode has them rolling up their sleeves and getting down and dirty with the logistics and crunch-time editing that separates the pro's from the wannabe's. You'll also learn how to "murder your darlings", along with multiple hilarious and fascinating rants on what it means to be a top copywriter in this competitive game. Dive in. You can raise yourself a level in the ranks just by listening...  

What kind of copywriting gig appeals most to you, anyway? Cuz there's a LOT of different gigs where writing copy is big on the menu. Here, the guys drill deep to lay bare the good vs. bad of every decision you make in your career.  Kevin nails the three paths: The pioneer (that's when you're a true entrepreneur, not working "for" anybody)... the producer (maybe working for someone, but just focused on the writing, and don't bother them about biz details)... and the prospector (wearing every hat a writer can wear, as a freelancer). John shares the "5 Second Rule" of deciding which opportunities to take and which to shun forever... which he had to use when Gary Halbert offered to "buy up all his time" as a writer. Which would have meant turning away from all the lucrative offers John was fielding as a freelancer at the time. (Bonus points if you correctly guess what he decided.) Also: Does the universe listen when you throw requests out there? It sounds like goofy woo-woo stuff, but... ... well, you gotta hear this kind of insight with your own ears to get any value from it. Just like when the guys discuss breaking the rules to ultimately get what you want from your career. (Sounds complex. Isn't.) More: The role of networking, and why you need to do it even if you're a stone-cold introvert who loathes being social and would rather just be a lone wolf. Bad idea. And you'll seldom get anywhere good without a network to support you. (Don't worry, it's easy once you learn the secrets of putting one together.) You'll also hear some really strange and thrilling "war stories" from the front-line trenches of the business world. It gets weird out there as a writer, and having these 3 guys on your side ladling out the advice, insight and strategies can change everything for you.  

Do you understand how the human body and mind work to either open doors of opportunity for you... or sabotage everything you've ever worked for? Can you influence a prospect by sucker-punching their most vulnerable spots, and then pounce with a solid pitch and close the deal? No, seriously – is this part of your skill set? Cuz that's how top writers sway and capture entire markets. While their sad-sack competition try to win sales by droning on and on about dumb facts and unbelievable claims that sound good, but do absolutely zero selling.  You'll enjoy this episode if you like hearing about the painful blunders other writers – including these 3 hosts – have suffered learning the most basic lessons behind killer salesmanship.  They tackle the uncomfortable truths about empathy most people are terrified to admit. Plus, the insights of near-death experiences the older writers have had, which have paid off since they day they got back from the hospital. Why people both adore and despise doctors, and why that lack of trust works so abundantly well in the hands of a good writer.  Also, how your personal health is critical to a successful career. While learning your limits through actual pain. (Yes, writing can be painful, to your brain as well as your fingers, back, and feet.)  And the stark difference in experiences between the folks who play it safe, and the adrenaline junkies who've lost all sense of risk assessment... and where to find your own sweet spot. So you're not too boring, and not too crazy. That's how some writers last a long, long time at the top of their game.  An absolutely essential show for any writer who's in this game for the long haul…