Psych Insights for Modern Marketers - The 3G Edition

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…

Things got so outrageous and awesome last episode, that the guys decided the subject of storytelling in marketing required another round.  And big bonus: Their first ever guest is the fabulous Laura Belgray, top-tier copywriter and acknowledged direct response Queen Of The Riveting Storyline That Is Also Hilarious. (She’s essentially the Dorothy Parker of our time.) And the conversational storylines just in this episode prove her main point: That the best kind of “bonding by story” comes not from grandiose adventures... but from the small everyday kind of experiences that everyone can relate to. The mundane truth behind normal events in daily life can – when you know what you’re doing – be woven into fun and intriguing tales that win over even skeptical prospects. What’s more, the advantages of writing “fresh”, rather than planning content ahead of your scheduled writing time, are simply mind blowing. Especially once you realize how simply telling the truth and tying in specific details are the foundation of the most compelling copy you’ll ever produce.  So much good stuff here. Tales of social failure in upscale NY clubs... committing unspeakable acts of “cake fraud” in restaurants... how the truth and specific details (slightly tweaked) bring stories to life... making yourself the butt of the joke to bring readers into the game (where they feel an actual relationship is developing)... and why the “loneliness” epidemic now raging in every society opens up amazing opportunities to create real communities online. Plus, you’ll learn why it’s your sacred duty to guide your readers through the secret worlds you create through honest, soul-baring and hyper-generous storytelling.  Absolutely no writer with any self-respect should miss this episode.   

Discover the secret behind captivating storytelling that keeps audiences engaged and eager to listen. Explore how humor and personal experiences can elevate narratives in marketing. Dive into the essential elements of effective storytelling, focusing on emotional impact and immersive details. Hear personal anecdotes about triumphs and struggles in creative writing, and learn how mentorship plays a crucial role. Lastly, find joy in the complexities of life, turning everyday challenges into humorous tales that resonate with listeners.

High level copywriters aren’t born. They’re made. Consciously, level-by-level of building on a love of writing, a rigorous study of classic salesmanship, and a deep desire to earn the Big Bucks without ever digging a real ditch. It’s never been a brainless way to make a living, and the people who have sold copywriting as a get-rich-quick scheme are lying their ass off to you. (Same with the idiots trying to convince you that AI will replace all writers soon.) Still, it ain’t rocket science, either. In this episode, you’ll hear 3 generations of writers share how they arrived at writing copy as a career... plus how they broke through the initial challenges and setbacks. Probably the very same challenges and setbacks you experienced yourself, or soon will as you launch into the world of professional writing. Oh, you’re about to be regaled by the horror stories these writers tell, and you’ll see dollar signs in the tricks and secrets they learned while blundering their way through the early years. (Saving you the need to do your own blundering, so you can shortcut your success arc.) They also cover how to literally raise a young copywriter from knowing zilch about the craft... through the lessons offered at every turn growing up in this bizarre, wonked-out civilization we all live and raise kids in... and ultimately into a career where they’ll never need to have a soul-grinding J O B, slaving away to make someone else rich. If you’re a working copywriter, you’ll learn things the top writers have been hiding from you. If you’re still a wet-nosed rookie, you’ll discover tactics and insight that will zoom you ahead of even veteran writers. And no – AI will never replace writers who learn how to think critically and work the angles only humans are devious enough to know. In case you were wondering...  

There is, in fact, a Big Idea for this very show: How hooks and big ideas actually work... ... and what the big secret is between merely grabbing attention... and turning your prospect into a cash-in-hand buyer, desperate for you to sell to them. John’s always been known as “The Hook King”, and oh boy: He dives in deep on how to identify, power-up, and carpet bomb your market with the kind of hooks that transform skeptics into eager fans. This includes the “origin story” for the most ripped-off ads in history... plus high-level insights to convincing clients to run with hooks that make them uncomfortable (the KEY to all the success enjoyed by the A-List copywriters). Also: The critical use of tabloids as a training tool for finding hooks (while learning why humans respond to such weirdness)... a much-needed Reality Check for any writer and especially for most biz owners, on who, exactly, you’re actually gonna sell on any list... plus some pro-level insight to dealing with lawyers (whose main job is to say “no” to any copy that might actually work). And tons more. This is like sitting next to the best copywriters in the biz, getting them wasted on truth-telling serum, and then grilling them for the REAL secrets to their long-lasting success and happiness...  

Okay, actually empathy is THE major tool all top copywriters rely on the most. It’s very different than sympathy too... so the Boys tear these emotional responses down to “toolkit basics”, and you’ll never look at your own feelings the same way again. It’s like a scorched-earth rampage through the human brain, laying out how they’ve turned hazy (and universally misunderstood) emotional triggers into wicked-good tactics at persuading even the most hard-nosed skeptic and bringing them onboard as customers. Also: You’ll learn an easy way to spot the sociopaths in your lives... how internal “breakthroughs” happen in your brain (which speeds up your power to adopt new strategies)... the “grocery store experiment” that creates instant connection among strangers (like, say, an ice cold list you want to mail)... the tricks to avoiding “compassion fatigue” as a writer constantly crawling inside prospects brains (it’s scary as hell in there)... the shockingly easy trick for stone-cold introverts – which all 3 of these jokers are – to “mimic” extrovert behavior (and reap the outrageous benefits)... ... all of which opens up all kinds of amazing opportunities in your career, no matter what you do. That’s just a taste of everything covered in this SINGLE episode... so dive in. What are you waiting for? We’re not gonna tuck you in...  

Is artificial intelligence an actual threat to copywriters, or not? Scribes everywhere want to know if they need to learn another trade and let the robots move in. These three guys aren’t scared at all. And even welcome the chaos being sown by so many clients believing AI has already solved every marketing problem for them... cuz this dumb-ass attitude boondoggling so many clueless biz owners just sets the stage for professional copywriters and consultants to waltz in and fix the mess. For massive fees.  And that professional could be you.  But... and it’s a big but, too (no offense)... you gotta know what’s actually happening out there with the robot assault on business. And what the most clever and experienced pros are doing to dominate every niche they enter.  You’ll feel much, much better about AI after joining the guys in this episode. And you’ll be loaded with fresh, proven tools to thrive in the chaos afoot out there.  

You know, of course, that top marketers and copywriters slip into a unique “zone” when they craft world-class ads and emails and social media posts, right? And you’ve probably been promised by all sorts of “experts” on how to enter your own zone and use it to make the Big Bucks.  And it all probably bored the heck out of you, too. Psychologists love to take a simple brain process, and make it sound like you need a shaman and trippy drug rituals (plus maybe an expensive seminar or two) just to understand what you’re after.  Well, spending an hour inside this episode will fix all that, fast. Just learning how top writers like these guys developed their mojo and honed it into a daily working tool will give you every secret you need to get going immediately finding your own unique groove.  And everything changes when you do.