Once you’ve finished your copy, the anxiety begins. And it almost always boils down to the answer to this question: How good is this copy–really? When people ask me to critique their copy, they’re often amazed at how quickly I can get to the heart of things. Once I have an overall opinion, I’ll drill down to a lot of specifics. But I think it’s important today not to talk about those specifics, but instead to talk about that quick take. How do you know if it’s any good to begin with? I’m 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 we’re going to do another episode of “Just because it’s a story, it’s not a hero’s journey story.” What I mean by that is, many people have been misleading copywriters and salespeople for a while now. Saying, if you’re going to tell a story, it’s got to be a hero’s journey story. As you may know, in my book The Persuasion Story Code, I show 25 types of stories that are decidedly NOT hero’s 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 prospect’s shoes. These are from Chapter 4 and the shorthand name for these stories is “empathy stories.” They’re tremendously useful in gaining trust and connection with your prospects. Which is very important in these extremely low-trust times. Not only that. I’ve added a fifth kind of story which is not even in the book! So we’ve got a lot to cover today. Here’s what we cover in some useful detail: STORY TYPE 1: I KNOW YOUR PAIN This is an empathy story that describes your prospect’s 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 you’re doing here is revealing an experience of your own that will ring a bell with your prospect and their experience. STORY TYPE 4: THEY’RE INFLICTING PAIN ON YOU This is the opposite of a personal story involving you. It’s 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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It’s become so common we don’t 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, you’ll 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? That’s what we’ll 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, wouldn’t it make sense to look at the most popular form of engagement in the world for some clues? I’m 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 can’t get anywhere else. And guess who’s figured out how to design lead magnets for businesses the exact same way? No one less than our own Nathan Fraser, who’s going to share with you some new secrets about designing wildly successful lead magnets using video game principles. More info about this in Nathan’s 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 Parker’s 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. I’ve known Jason for more than 10 years, and Brian’s 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 Jason’s 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 I’ve completely changed my mind about AI and the future of copywriting. Now that we’ve 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 we’ve 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 today’s special edition of the podcast, Nathan is going to lead the show and interview the three of us, so I’ll get a chance to talk about what I’ve learned. 4 points cover: 1. How much time it saves in creating copy and content 2. How we’re making the AI an extension of our brains – writing in our voice, creating an experience of writing like it’s the person who’s operating it 3. How long it takes to write a sales letter that converts, that would normally take a good copywriter 2-3 weeks to write 4. The dangers of “having a conversation” with AI to develop your hook, structure, idea, pitch 5. How much editing the AI’s output requires Link for more information about the Mastermind: AI Mastermind
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The term “cult” has become such a loaded word lately. People who aren’t 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 aren’t. But on today’s show, Nathan Fraser is going to talk about a special kind of cult that, in his view, is not only GOOD — but actually necessary to the survival of some of his clients. We’ve got to admit, these are not what you usually think of when you hear the word “cult,” 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 Nathan’s 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? It’s a big puzzle these days. The best general advice I’ve heard is from recent podcast guest Scott Zetlan: “Different is better than better.” It almost sounds silly, but in the super-competitive marketplace, where products live in the real world, it’s not silly at all. It’s actually profound. Because here’s what it means: When you can show something DIFFERENT about what you’re 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/B0CFD2KXNQ Critiques 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 don’t 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. That’s what today’s show is about. I’ve identified five unusual copy techniques that are especially helpful for cold traffic and introducing new products. They are a bit exotic, and you’ll find at least some of them extremely useful the next time you write copy.
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Today we’re 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 “but” – with one ‘t’ – and “therefore.” Why are these words so important and who, besides us, says so? It’s 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. We’ll 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, we’ll be talking about these two words today. See what I did there? Resource: The Persuasion Story Code http://shorturl.at/pzAEQ
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You know FAQs – that list of frequently asked questions, and answers? Are they a copywriting chore you would just as soon avoid? Well, today I’d 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 we’ll look at how today.
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OK, finally. You’ve got your copy written. At least your first draft. Now what? That’s 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 it’s my own, or a client’s. Today’s 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 aren’t. 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 first 1. Who is the prospect? Who is not? How would you know if you tripped over them? 2. Empathy 3. Rule of 1 - Golden Thread 4. Continuity and Smooth Transitions 5 Key Elements Of Copy 1. Headline 2. Opening 3. Proof 4. Offer 5. Call to action Getting the words right 1. Do you use easy, simple-to-understand words? 2. Variety in sentence, paragraph length—and bolding 3. Flesch-Kincaid grade level 4. Images, emotions, physicality of descriptions 5. Conversational phrasing and actual dialog Readability formulas, mentioned in the show: https://readabilityformulas.com/ Mentoring and critiques: https://garfinkelcoaching.com
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