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Our returning champion is Brenna McGowan, the master of the pre-launch.Today sheâs going to tell us about a special pre-launch technique called Anticipation Marketingâą.Perhaps the best advantage it gives you is it puts you front and center in your prospectsâ minds, and at the same time gets them eagerly looking forward to getting the full details about what youâre going to launch.Maybe even more important is that it revolves around one word: Trust. As weâve talked about here before, and as you know, right now trust is at an all-time low.Lots of reasons for this, but you donât want low trust to interfere with your launch.Anticipation Marketing helps you build trust by gradually getting them familiar with your new offer, in an unobtrusive and exciting way so they just canât wait for the launch itself!Your free personalized launch calendar from Brenna: https://brennamcgowan.co/launchcalendar
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Itâs the day before the day of the night before Christmasas we put this on the air, and a very unknown year looms ahead.One thing for sure, no matter what happens:The market will be more unforgiving in 2025 than it was in 2024. Why?Itâs simple. Competition keeps growing. So does impatience among almost all consumers, and mistrust among many of them.What this means to you, as a copywriter, is now more than ever, you canât afford to do a half-assed job on your copy.Sounds pretty bleak and terrifying, I know.But wait? Whatâs that whooshing sound?Itâs Copywriters Podcast to the rescue!You see, weâve put together 10 absolute âmustsâ for your copy to give it the tippy-top chance of converting to a sale.And weâre going to share all of them today on the show, and even in the show notes so you wonât forget anything.Here are the 10 MUSTS:1. Remember your copy is about your prospect and how your product will improve their life. Itâs not about you, your business, or your product.2. Make a list of the biggest objections, starting with the strongest and most common. Make sure your copy answers every one of the objections.3. Write drunk, edit sober. Donât literally get drunk. Just go wild when you write. Put all your passion and intensity into it, and dial it back when you edit.4. Sell results, not the process it takes to get the results. You can explain the process briefly later on, but focus on the results for the prospect. Thatâs what theyâre buying.5. Use the word âyouâ and at least twice as much as the words âme,â âmyâ âusâ âoursâ and your company and product name. We have two ears and one mouth for a reason.6. Close all your loops. If you mention a problem, solve it. If you make a claim, prove it. Loose ends that donât get tied up lead to sales that donât get closed.7. Use people in your copy. Donât say, âhelps build muscle.â say, âHelped Bob pack on 10 pounds of muscle.â8. Use proof early and often. Right away if you can. People are skeptical and proof helps them relax so they can feel good about buying.9. Use lots of white space. One sentence paragraphs sometimes. Maybe all the time. Make it easy to read.10. Write your headline last. Sometimes you donât really know what your copyâs about until youâve written it. Youâll have a better headline if you know what itâs leading to before you write it.
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So, weâre right in the middle of the Christmas shopping season as we come to you this week, and Iâm wondering:Have you figured out how to delight your customers and fatten up your bank account?If you havenât youâre not alone.Many copywriters and businesses donât know exactly what to do to join in the holiday buying and selling fun⊠so they donât do anything.Which is a shame, because thereâs a ton of people out there just looking for a good excuse to buy something.So this podcast is my gift to you. It has enough practical how-to content to be a paid product, but since you are loyal Copywriters Podcast listener or viewer, weâre going to give it to you so you can join in the fun for the next few weeks⊠if you want to.Now, one word of warning. Weâre going to give you 11 last-minute ideas. Some of these are as easy as pie to implement.Other ones require a lot of fine-tuned skill and the ability to handle some high-precision operations all at once. Iâll warn you about which ones are not for the faint of heart, or for beginners.But one thing I can promise you before we start. Thereâs something for everyone on todayâs show, and it could lead to a little holiday bonus for your business in the next few days, if you do it right.Hereâs a recap of what we covered. Details in the show itself: 1 The 24-Hour Flash Sale: Create urgency with a one-day 30% discount, supported by three perfectly timed emails.2 Smart Bundles: Combine multiple offerings at a 20% discount to increase average order value while delivering high perceived value.3 For The Last-Minute Buyer: Target procrastinators with premium-priced, instantly deliverable solutions during the final pre-Christmas rush.4 Christmas Countdown Special: Transform the final week before Christmas into a series of daily changing offers that build anticipation and repeat visits.5 Holiday Delivery Guarantee: Turn shipping anxiety into a competitive advantage by offering guaranteed Christmas delivery.6 Give Yourself A Gift: Capitalize on the December 26-31 period by targeting self-purchasers with gift money and cards.7 Gift Card Bonus: Offer gift cards with bonus value that drives January visits and increases total spending.8 For A Good Cause: Link purchases to charitable giving to tap into holiday generosity while building brand loyalty.9 Donât Leave Yourself Out: Legitimize self-purchasing during holiday shopping with "one for them, one for you" promotions.10 New Year, New You: Bridge holiday spending with New Year's planning by offering Christmas buyers exclusive January access to a special self-development program.11 Peace In The Family: Address holiday stress by packaging gifts with stress-management solutions in a sensitive, solution-focused way.
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For the copywriting word of the year, Iâd like to nominate the word âauthenticity.âItâs a big deal right now.People talk about it a lot. I will give you an example on todayâs show of how an accidental Facebook ad created more engagement than anything else Iâve ever seen.I went over the ad with my clients and we figured out that it was the way they used authenticity in the writing of it that touched so many people and inspired so much response.These days, slick marketing is on a steep decline when it comes to effectiveness.People are wary of high-powered pitches and over-the-top promises, more than ever before.Remember the old Who song, which is now the intro to CSI Vegas, âWho Are You?âIn part, it goes:Well, who are you?I really wanna know Tell me, who are you?'Cause I really wanna knowI think they were decades ahead of their time when they released this song in 1978.Because it seems every prospect has this question on their mind before they will consider buying from you.And authenticity will get you a long way to a satisfactory answer and help them become a customer.
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Have you ever heard a song and thought,âDang! How did they do that? I wish my copy was that catchy!âWell, Nathan and I have thought the same thing and in fact pondered the similarities between writing a song and writing copy.You see, weâre both songwriters. We stoutly assert that we are both amateurs at this.At one point, music was Nathanâs business.I never got that far. Itâs always been just a hobby for me.But I have studied and tried intently. Just turned out that wasnât my path.However, once you start with music, you canât leave it.Or, it never leaves you. So we both live with music inside us, all the time.And today, we thought weâd talk about what we learned from songwriting and how a great song compares to a great piece of copy.The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ
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Ever wonder why some copywriters consistently crush it while others struggle to get conversions? This episode dives deep into the Five Stages of Copywriter Awarenessâa transformative framework that shows the path from instinctive, mediocre copy to breakthrough results. If youâve ever felt like your copy was missing something, this episode will pinpoint exactly where youâre stuck and how to advance.Starting at Stage One, youâll learn why writing based solely on your own perspective often falls flat and how the shift to understanding your audience begins at Stage Two. But even surface-level audience insights wonât cut it if you want to create reliable winners. Thatâs why we explore the leap to Stage Three, where systematic research transforms your understanding of what your prospects truly want.In Stages Four and Five, the game changes. Here, itâs not just about gathering data but analyzing it for hidden patterns and emotional drivers that resonate deeply with your audience. Youâll discover how advanced copywriters use strategic testing and ethical swiping of structuresânot wordsâto craft high-converting campaigns backed by data, not guesses.By the end of this episode, youâll have a roadmap to move beyond your current plateau, sharpen your skills, and write copy that performs at the highest level. Whether youâre just starting out or looking to join the ranks of elite copywriters, this episode promises to give you the tools to elevate your craft and your results. Listen now to unlock the next stage of your copywriting journey.
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Once youâve finished your copy, the anxiety begins.And it almost always boils down to the answer to this question:How good is this copyâreally?When people ask me to critique their copy, theyâre often amazed at how quickly I can get to the heart of things. Once I have an overall opinion, Iâll drill down to a lot of specifics.But I think itâs important today not to talk about those specifics, but instead to talk about that quick take.How do you know if itâs any good to begin with?Iâm going to give you useful answers to three questions today:1. How can you get a quick sense of whether copy will convert or fall flat?2. What mistakes do newbie copywriters make that immediately signal they still have a lot to learn?3. How do you develop the ability to have a gut feeling on whether copy will work or not?Link to AI Copywriting Mastermind: https://vip.getmynovus.ai
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Today weâre going to do another episode of âJust because itâs a story, itâs not a heroâs journey story.âWhat I mean by that is, many people have been misleading copywriters and salespeople for a while now. Saying, if youâre going to tell a story, itâs got to be a heroâs journey story.As you may know, in my book The Persuasion Story Code, I show 25 types of stories that are decidedly NOT heroâs journeys. That actually come from successful sales letters and other direct response copy. That you can adapt and use in your own copy.Today I want to focus in on stories where you walk a mile in your prospectâs shoes. These are from Chapter 4 and the shorthand name for these stories is âempathy stories.âTheyâre tremendously useful in gaining trust and connection with your prospects. Which is very important in these extremely low-trust times.Not only that. Iâve added a fifth kind of story which is not even in the book! So weâve got a lot to cover today.Hereâs what we cover in some useful detail:STORY TYPE 1: I KNOW YOUR PAIN This is an empathy story that describes your prospectâs pain or problem.STORY TYPE 2: I CAN SEE WHAT YOU SEE This is when you tell a story about a top of mind topic and how it affects your prospect.STORY TYPE 3: I FEEL YOUR PAIN What youâre doing here is revealing an experience of your own that will ring a bell with your prospect and their experience.STORY TYPE 4: THEYâRE INFLICTING PAIN ON YOU This is the opposite of a personal story involving you. Itâs a social story where you are not personally involved.STORY TYPE 5: LOOK! SOMEONE ELSE IS IN PAIN! In this kind of story, the writer and the reader are actually distanced, as observers.The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ
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Itâs become so common we donât even think about sometimes, but subscription products have really taken over our world in a way no one could ever have predicted.And along with them, new demands and new opportunities for copywriting.If you look at the past, youâll see a lot of promotions were based on a single sale, with the copywriter or the business HOPING that the customer might buy the upsell.These days, recurring revenue is just a matter-of-fact business model.The question is, how do you not only sell people into a continuity program which bills them month after month, but get them feeling good about paying over and over?Thatâs what weâll look at today.
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If you would like your lead magnets to perform better and get you more qualified prospects and customers, wouldnât it make sense to look at the most popular form of engagement in the world for some clues?Iâm talking about video games. According to the sports and gaming platform Sportskeeda, last year gaming was a $396 billion industry. Movies, $284 billion and music, only $28 billion.Marketing logic tells us that video games are so popular because they give people something they want that maybe they canât get anywhere else.And guess whoâs figured out how to design lead magnets for businesses the exact same way?No one less than our own Nathan Fraser, whoâs going to share with you some new secrets about designing wildly successful lead magnets using video game principles.More info about this in Nathanâs Skool Marketing group, free for the time being, https://forbiddenmarketingsecrets.com
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Four months ago, I was completely skeptical about AI and how it would ever fit into copywriting. I saw a post on LinkedIn by Brian Halpin, a copywriter working in Jason Parkerâs agency. Brian talked about some unbelievable results, nearly one million in sales, that they had gotten with a VSL that was 80% written by AI.Iâve known Jason for more than 10 years, and Brianâs post piqued my interest. Jason agreed to come onto the podcast to talk about what he was doing.Nathan insisted we bring Jason on again to explain further, and after the second show, Nathan and I were so astonished by what he was saying that we both signed up for his Jasonâs AI Copywriting Mastermind.I have found it was a risk worth taking. Because I have learned so much about what is possible, including for me, that Iâve completely changed my mind about AI and the future of copywriting.Now that weâve had a lot more experience with results, we wanted to bring Jason back along with Scott Zetlan, another returning champion to the show, to bring you up to date on what weâve learned about - What AI can do with copywriting- What AI can NOT do with copywriting- And most importantly, what AI CAN do that we NEVER thought it would do.For todayâs special edition of the podcast, Nathan is going to lead the show and interview the three of us, so Iâll get a chance to talk about what Iâve learned.4 points cover:1. How much time it saves in creating copy and content2. How weâre making the AI an extension of our brains â writing in our voice, creating an experience of writing like itâs the person whoâs operating it3. How long it takes to write a sales letter that converts, that would normally take a good copywriter 2-3 weeks to write4. The dangers of âhaving a conversationâ with AI to develop your hook, structure, idea, pitch5. How much editing the AIâs output requiresLink for more information about the Mastermind:AI Mastermind
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The term âcultâ has become such a loaded word lately.People who arenât members of certain groups call the groups a cult, and the members of those groups resent and deny it.Yet, are all cults bad?Maybe some are, maybe some arenât.But on todayâs show, Nathan Fraser is going to talk about a special kind of cult that, in his view, is not only GOOD â but actually necessary to the survival of some of his clients.Weâve got to admit, these are not what you usually think of when you hear the word âcult,â but once you hear what Nathan has to say, you may look at the whole idea in an entirely different light.Find out more about Nathanâs Forbidden Marketing Secrets group on Skool: Cult-ure Builders. http://forbiddenmarketingsecrets.com/
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Ever wonder how to set yourself, your product, or your business apart?Itâs a big puzzle these days.The best general advice Iâve heard is from recent podcast guest Scott Zetlan:âDifferent is better than better.âIt almost sounds silly, but in the super-competitive marketplace, where products live in the real world, itâs not silly at all.Itâs actually profound.Because hereâs what it means:When you can show something DIFFERENT about what youâre offering that MAKES A HUGE DIFFERENCE to your prospect, you have just increased your chances MASSIVELY of making a sale.Now, the problem is:What kind of difference will appeal above all others to your prospect, and how do you use it to describe your product?I have an answer to that question. And a method to find out what that difference is.Links:The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQCritiques and coaching: https://garfinkelcoaching.com
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Job one for a copywriter is getting and keeping attention. We always give that our best shot.But there are some situations where you need to do this more intensely, and you donât want to come across like a screaming insane person yelling loudly just to get attention.So we need to come up with some unusual techniques, to increase the intensity without pushing our prospects away.Thatâs what todayâs show is about. Iâve identified five unusual copy techniques that are especially helpful for cold traffic and introducing new products.They are a bit exotic, and youâll find at least some of them extremely useful the next time you write copy.
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Today weâre going to talk about two words that can change your writing forever. Not just your copywriting, but especially your copywriting.One word is a first-grade word and the second word is a fourth-grade word, according to people who seem to know about those things.The words are âbutâ â with one âtâ â and âtherefore.â Why are these words so important and who, besides us, says so?Itâs because these words can take a boring string of sentences and make them interesting.They can add conflict, and consequences, to a story with as few as three sentences.Weâll show you why and how, and how this is true from stories around the world, in a little bit.The key thing to know now is that the creators of the cartoon show South Park, Trey Parker and Matt Stone, have been flying around the country explaining how these two words make the difference between boring and a really good story.I saw a one-minute video on TwitterX of these two talking to some students at New York University, and I instantly realized, this is something for Copywriters Podcast.Because what they are teaching, which we will get to in a moment, not only applies to stories, but also to many other parts of copy. Therefore, weâll be talking about these two words today.See what I did there?Resource: The Persuasion Story Codehttp://shorturl.at/pzAEQ
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You know FAQs â that list of frequently asked questions, and answers?Are they a copywriting chore you would just as soon avoid?Well, today Iâd like to offer a different way to look at them. As a huge, and mainly underutilized, marketing opportunity.I want you to consider this possibility:An FAQ section doesn't just inform. It also persuades. But not in a cheesy, ham-fisted kind of way. See, it is possible to inform while persuading, and weâll look at how today.
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OK, finally. Youâve got your copy written.At least your first draft.Now what?Thatâs what a subscriber to the podcast asked me on youtube a few weeks ago.The best I can do to answer that question is tell you how I look at copy, whether itâs my own, or a clientâs.Todayâs show is about a series of steps I go through to review copy with a mentoring client or in a one-off copy critique.Some of this may be familiar, but listen for the parts that arenât. Adding those parts to your routine could end up taking your finished copy to the next level.We go into depth on the podcast, but here is the complete set of lists from the show:4 important things to look for first1. Who is the prospect? Who is not? How would you know if you tripped over them?2. Empathy3. Rule of 1 - Golden Thread4. Continuity and Smooth Transitions5 Key Elements Of Copy1. Headline2. Opening3. Proof4. Offer5. Call to actionGetting the words right1. Do you use easy, simple-to-understand words?2. Variety in sentence, paragraph lengthâand bolding3. Flesch-Kincaid grade level4. Images, emotions, physicality of descriptions5. Conversational phrasing and actual dialogReadability formulas, mentioned in the show: https://readabilityformulas.com/Mentoring and critiques: https://garfinkelcoaching.com
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These days, things in copywriting are changing so fast it can make your head spin.Junior copywriters arenât sure thereâs a career path, because of AI.Experienced copywriters are finding clients have different and sometimes confusing demands that you never would have heard five years ago.Our special guest today, Scott Zetlan, has some answers for junior copywriters, experienced copywriters, and everyone in between.Thatâs because heâs seen and done so much in business, both old school and online. Scott has helped hundreds of businesses grow and scale fast, using innovative testing techniques.Scottâs company, Visiopt, has a tool that lets businesses run a single test equivalent to a whopping 4,317 split tests, allowing for rapid optimization that leads to profits and new opportunities.Scottâs also an expert in writing copy that converts cold traffic.Heâs agreed to come on the podcast to talk about a new model of survival and success for copywriters, based on his wide span of expertise and his current in-the-trenches experience.Scottâs company: https://visiopt.com/
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One of the hardest things for copywriters and business owners to get right is running ads to cold traffic on Facebook and Instagram, and making those ads profitable.If youâve tried this for yourself, I think you know what I mean.So does todayâs guest, who has discovered some important techniques that work and has also discovered the mistakes to avoid, and is going to share valuable info about both with you in detail.Our special guest today is Travis Moh, a media buyer who understands copywriting as well as the mysterious world of online funnels and different types of campaigns.Travis is responsible for more than $25 million in tracked revenue over the last three years. He says, âmost clients I work with come to me after they've been burned by large ad agencies, because they like my in-house, in-depth approach much better.âTravis also coaches other media buyers and business owners, and heâs going to let us in on some of his hard-won knowledge today.But first, let me let you in on something you may have heard before:Copy is powerful. Youâre 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 youâre 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.Links to Travisâs courses:Agency Owners / Media Buyers Segment: https://mediabuyingpro.com/agencyCourse Creators / Coaches Segment: https://mediabuyingpro.com/adsforcoaches
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I would say our guest today Will Siebler takes a Zen approach to copywriting. On the home page of his website, he has a picture of a lonely but sturdy coffee cup on a table. On the coffee cup is the word âBegin.âBut the shimmering peace is shattered by a few words overlayed on the picture:âIâm Will. I write words that make your clients say, âShut up and take my money!ââItâs a quiet confidence you just donât see that often in copywriters.Will has had his own marketing and copywriting business since 2003.He knows how to get big results, too.He helped a commercial cleaning go from $1 million a year in revenue to $5 million by using a simple direct mail strategy aimed at their best client type.Online, he recently helped a building design client reduce their cost per conversion from $1,168.58 to $132.72 and, he says, weâre just getting started.I met Will on LinkedIn, and a few weeks ago he shared a two page document with me that heâs spent years putting together. Itâs not a sales letter. Itâs a cheat sheet of what he calls âthe greatest copywriting wisdomâ heâs come across in 30 years.And heâs boiled it down to the nub.I asked Will to come on Copywriters Podcast to talk about it, and he agreed. Because heâs in Australia and Nathan and I are in the US, we are recording this much later in the day than our usual time. Thatâs why thereâs a screen behind me to block out the late afternoon San Francisco blazing sunlight, if youâre watching this on youtube and you wondered, whatâs that screen doing up there?Will's websitehttps://www.cashcopy.com.au/
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