Afleveringen
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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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Listen to this:âA perfect summer day is when the sun is shining, the breeze is blowing, the birds are singing, and the lawn mower is broken.âThatâs from author and sportswriter Jim Dent, and it perfectly captures how a lot of us feel in the summertime. Lazy and happy to be so.And thatâs fine. But donât mistake your state of mind for the state of business. While more retail sales happen in November and December than they do in July and August, business is still very active. People want things. People buy things.Did you buy or sell anything in the middle of July, on Amazon Prime days? I know I sold a bunch of books. Well, that means somebody bought them. Business lives! And not just for me and book buyers.What Iâd like for us to do today is talk about how you can take advantage of the summer and the other three seasons in your copy and in your overall marketing.use any time of year!Link to The Persuasion Story Code:https://www.amazon.com/dp/B0CFD2KXNQ
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Itâs a double-edged word that doesnât get talked about enough.And that word is: confidence.It definitely has a bad connotation, as in âcon artistâ or âconfidence man.âBut on the flip side, and with a different meaning, itâs a very important, positive word.I would say in some very straight-laced business circles, itâs the only emotion you can talk aboutfreely without raising eyebrows or causing questions about your strength and resolve.Most important of all, though, is that confidence can make the crucial difference between failureand success in copywriting. At three levels: The copywriter level, the client level, and thecustomer level.Weâve talked about confidence before on this show, but only in passing.Today weâre going to stand still and focus just on confidence and copywriting.The Persuasion Story Code:https://www.amazon.com/dp/B0CFD2KXNQ
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As a copywriter, sometimes your biggest problem is that your prospect doesnât have a problem.Well, thatâs not exactly it.Actually, sometimes your biggest problem is when you donât KNOW what your prospectâs problem is⊠and how to communicate to them in a compelling way that your product can solve that problem.And if you can show convincingly that you can solve that problem better than anyone else, or in a new and unique way thatâs of course different from how everyone else does itâeven better!Thatâs what weâre going to talk about today. How your customerâs problem is actually your best friend.You can find out how to write great problem/solution stories, and a whole lot more, in The Persuasion Story Code https://shorturl.at/pzAEQ
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Does the world turn upside down when you are writing copy for prospects with money?The first time you do it, it sure seems that way.And thereâs a good reason for that. The rules are different for writing that kind of copy.Does that mean that the core basic aspects of psychology are different for rich people than they are for everyone else?Absolutely not. The core basic aspects are virtually identical. Theyâre pretty much the same for all humans.But overwhelmingly, the mindset of a person with money is worlds apart from the mindset of a middle-class person and a working-class person.And, as copywriters, weâve been trained with materials that assume we are selling to ordinary people, not the well-off, the rich, and the super-rich.Nathan was working on a personal development offer for high-end prospects, and it occurred to him that the copywriting rules are completely different when you write for them than when you write for middle-class or working-class prospects. What we want to do on today's show is to talk about those differences and suggest how each listener can improve their skills and adjust their mindset when they get to write offers to this customer group.Contact us:Critiques, David https://www.garfinkelcoaching.com/copy-critiques/Nathan: https://advertisingcheatcodes.com/advertising-alchemist/
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In this episode, we dive into the concept of transformation in marketing, revealing why it's the secret ingredient behind successful campaigns.We'll uncover the types of transformationsâphysical, emotional, and socialâthat resonate most with audiences. Learn how to identify the most compelling transformation your product offers and how to overcome the natural resistance people have to change by highlighting the significant benefits.Discover the art of simplifying your transformation story, making it easy to grasp and irresistible to your prospects. We'll provide vivid examples to illustrate the power of clear, concise storytelling, and share practical tips to help you create copy that paints a vivid picture of the life-changing impact your product can have.Join us as we dissect iconic marketing campaigns like Nikeâs âJust Do Itâ and Appleâs âThink Differentâ to understand how these brands used transformation to captivate their audiences. We'll also look at how the "Got Milk?" campaign subtly but powerfully shifted perceptions, transforming milk from a boring beverage to a cool, essential part of daily life.By the end of this episode, you'll have the tools to harness the power of transformation in your copywriting, making your marketing messages more powerful and effective. Don't just sell a product; sell a better future. Tune in and start creating compelling narratives that resonate with your audience and inspire action.And get your copy of David's new book, The Persuasion Story Code, at https://www.amazon.com/dp/B0CFD2KXNQ
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