HOSTED BY Kevin Rogers


Ep 129: Where Con Artists and Copywriters Collide with Richard Armstrong

Copy Chief Radio

Ep 129: Where Con Artists and Copywriters Collide with Richard Armstrong

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In This Episode

In Richard Armstrong’s new fiction novel, The Don Con, we follow a two-bit New York con artist and small-time actor (whose single claim to fame is a background role on the Sopranos) as he gets cornered into joining a big heist job that, let’s just say, he is ill-equipped to pull off.

Sounds a bit like how copywriters go into projects…

Feeling overwhelmed and unprepared, counting on our instincts and network to get us out alive.

That’s no coincidence, actually.

Richard Armstrong is a longtime (and deeply respected) direct response copywriter first, and a novelist second. He explains in our conversation…

  • Why he never planned to write fiction novels, then discovered he’s pretty damn good at it…
  • Why he chose to write about con artists, and how his research revealed a frightening number of similarities to what copywriters do…
  • How writing fiction has made him a better copywriter…

Plus, you’ll get your hands on Richard’s excellent free download, How To Talk Anybody Into Anything  – Persuasion Secrets of The World’s Greatest Con Men.

Can’t Miss Moments

[6:15] “I probably killed about five grandmothers.” – How Richard cleverly disguised his life to write 4 books while being an in-demand copywriter. (Warning: This may not be for you!)

[8:20] Richard’s secret to painting hyper-realistic mafia life in his book…even when he’s never been involved with one before. (This is powerful research ritual you need to do BEFORE writing a word…and it has nothing to do with the internet.)

[11:40] Hiring copywriters? Lookout for these 2 must-have traits that will decide if they’re stealing your money or flooding your business with massive back-end profits.

[12:25] Discover 44 sneaky “legal lies” to turn cold prospects into raving fans almost instantly – including the most beautiful sound in the world you MUST know to snap a prospect’s focus back to your copy.

[16:30] Where to find a FREE 1-minute crash course on injecting Tarantino-like story tension so you transform limp stories into addictive page-turners.

[22:40] When it pays to NOT listen to your market: Richard reveals why he stubbornly went against his readers…and still achieved a “6 Star Funny” glory on Amazon.

[24:40] Lead readers down a greased slide using Richard’s advice for crafting an irresistible lead (even John Carlton fell for it and finished the book in just 2 nights).

[27:33] Why con men pounce on smart people…and how to turn this into an unfair advantage to find customers desperate to hand you money.

[30:35] How to be a monster closer on the phone: Kevin reveals the tell-tale sign to “speed read” prospects quickly and maximize your cold calling success.

[29:35] 3 hidden cues to spot hungry customers with pinpoint accuracy…effective no matter what market you’re in right now.

If you’re a member of Copy Chief, check out the results of the Bullet The Podcast challenge we did for this episode. Congrats to our winner Alex Ko from Singapore. You can reach Alex and connect with him here. Keep your eye on this guy. 


Check out the Bullet The Podcast contest (Members Only)

Get Richard’s free download (and purchase a copy of The Don Con) here

Download the episode here




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