Ep 87: David Garfinkel – Brainstorming Great Hooks
In This Episode
David Garfinkel is a living legend in copywriting.
Also known as the “world’s best copywriting coach,” David works exclusively with seasoned copywriters and direct response companies. He’s the coach that modern day copywriters like Chris Haddad and Million Dollar Mike Morgan credit with their development.
David also wrote two best-selling books about copywriting: Breakthrough Copywriting, and Advertising Headlines That Make You Rich.
In this episode, you’re going to find out how to break down a headline to its core essence, and what key elements you need to build a compelling hook.
You’ll also discover what it takes to have David as your copywriting coach (And why even a coach like himself needs a coach from time to time…)
5 “Can’t Miss” Moments:
8:00 – Why you don’t have to be a “good writer” to be a good copywriter (Plus, the 3 core traits David looks for when finding a “trainable” copywriter)
13:20 – Learn how to turn your copy into a sales machine by mastering two concepts (These are two concepts David uses to coach his seasoned copywriters, you don’t want to miss this)
23:02 – Discover why certain magazine headlines have this “secret power” that grabs your attention, you can’t help but read it!
24:29 – How to use story in your headline that leaves your reader with an itch they’re dying to scratch
27:10 – Do you struggle to attract readers to reading your copy? Find out how to quickly and effectively combine different emotions into a headline people can’t resist reading
What’s the one thing David’s done that’s produced the most surprising result?
David’s one thing is about offering one small part of his services that he normally charges $$$ for.
He knew his audience needed the most help in this area, and when he decided to offer this small piece of the puzzle on the spot, people instantly saw the value of his coaching.
One client even hired him on the spot for $30,000 because he offered this one simple thing. Check out his answer at 28:15.
Resources
Advertising Headlines That Make You Rich
Show notes & bullets written by Tim Woo. You can reach him at timothyhwoo.com.
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The Plot:
A dude named ‘Mark’ peers into Copy Chief pod cast #87. Later, scratching his noggin…
Characters :
Mr. Rogers: (will call ‘Kev’ for short to avoid any confusion with the other dudes Neighborhood.)
Mr. Garfinkel: (a legendary headline-r and copywriter will call ‘D Man’ being short for David Garfinkel not to be confused with a purring critter.)
Mark: Some dude with visions of grandeur as becoming the most unknown writer of compelling copy in our modern day world who uses to many colons (will call ‘M’ for short because copywriters know short is better.)
The scene: ‘M’ is enjoying Copy Chief #87 from a distant remote location in a some deep seeded bunker which somehow gets wifi?. (‘M’ leaves a comment.)
Scene “A Comment appears” Take One (snap):
M: “This is fantastic guys however I have an unforeseen prospect problem.”
Kev: “What is this dude talking about?”
D Man: “No idea Kev, this is not my pod cast.”
Kev: “Your right”
D Man: “Are you talking to me?”
Kev: “Can’t be your not here.”
M: “Guys, Guys it’s OK just wanted to leave a comment.”
Kev: (Thinking while, looking up, why doesn’t ‘M’ just leave his comment?)
D Man: “Ask him what the problem is?”
Kev: “M what is the problem you have?”
M: “This Pod Cast offers great insight however it’s hard for me to understand some of your guys wisdom”
Kev: “Seemed pretty straight forward M, where did you find it hard?”
D Man: “Good question Kev.”
M: “OK, love this insight and enjoy writing however my problem is I suck at English?”
Kev and D Man (Thinking, Hummmm Is this guy off his rocker?)
Kev: “So you love to write and you suck at English. Will you be more specific about your problem M?”
M: “Yea, during your informative Pod Cast – along with other scribe scribers insight wifi’d in on my personal quest to be a this unknown writer of our time… sometimes I’ll get confused.”
Kev: “Why do you get confused M?
M: “It’s like this Kev, when it comes to Math I’m like the ‘dude’ in the movie “A Beautiful Mind” however when it comes to writing my spelling blows and many times a few English word meanings will get me all dazed and confused.”
Kev: “What am I missing dude?”
D Man: (Thinking, this guys self bloviating Kev.)
M: “Ok, it’s sort ah simple. When you say use “one Noun”, “Adverb”, “Verb”, “action Verb” or “Pronoun”… I’m scratching my noggin”
Kev: “Interesting”
M: “Only advice, direct from your prospects mouth, is help other dudes like myself better understand the technical meanings of confusing words such as Nouns, Adverbs, Adjectives, Verbs and the dreaded Murmurdipthongs, etc… Please use examples of these closet dwelling words during the Pod Cast so dudes like myself will better understand the lingo.”
Kev: “hummm interesting, an overlooked problem straight from the… oops, M’s mouth.”
M: “Yea, I know, huh”
Kev: “How is it that you are a self bloviated master of Mathematics yet nearly dumbfounded when it comes to English M?”
D Man: “No kidding, huh Kev.”
Kev: “Shsss your not here D, hummm neither am I, really?”
M: “Well Kev you would probably have the same problem to if your were in English class during grade school and you also had a window seat with Girls PE outsides…”
Kev and D man: ” Hahaha”
There, a nice conversation with perceived great insight back at yah for all of us prospects out there who also had a window seat during English class growing up.
Thanks Guys!
M
Excellent interview!!! I have to start listening to more of these. The hook comments at the end are excellent!
Thanks for posting.