copy

Ep 192: Igniting Your Freelancing Moxie with Lorrie Morgan

   In This Episode When Lorrie Morgan lost her “miserable” job, she decided to go freelance and stumbled into the world of direct response copywriting. From running into the ladies room in tears of intimidation during the first marketing conference she attended, to creating an alter ego named Roxie that has helped her fight off …

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[Story Sells] How a “Ticking Time Bomb” Helps Capture Attention

Nothing motivates action like a time limit. It’s why sales and coupons don’t last forever. Deadlines seem to be hard-wired into our brains. It goes back to caveman days: “We get home before sun goes down, Thog. That when monster attack.” And when it comes to closing a sale, time limits create urgency to act. …

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[Story Sells] The Booster Rocket Tactic to launching a product’s Big Idea

  We live in the “golden age of television”, we are told. First premium cable, and now streaming, unshackled us from the constraints of storytelling dominated by commercial breaks. Now we can enjoy long, satisfying story arcs. The Sopranos. Breaking Bad. Game of Thrones. Westworld. Etc. All well and good. But don’t throw out traditional …

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[Story Sells] Boring Story? Play This Silly Kid’s Game

Now Christmas is a distant memory, how sad does winter look without the pretty lights and decoration?  At the height of the holidays, you barely notice the inclement weather. Now, without the festive cheer masking the reality, we yearn for the return of those ornaments that stir our excitement and lift our mood. You crave …

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[Story Sells] How to Name Your Products So They Stick

Han Solo. Gilderoy Lockhart. Benjamin Grimm. These names of fictional characters are easy to remember. Why? For one thing, they are all examples of “sympathetic naming”. That’s where you name a character after a trait they possess. So Han faces life pretty much “solo,” a lone-wolf. (Except for Chewbacca, who’s kind of like a dog.) …

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The 1-Sentence “RAD” Trick That Transforms a Commodity into a Brand

We live in the age of Branded Characters. Leave no lunchbox unclaimed by a caped crusader or a spiffy cartoon. Thank goodness. Who wants a boring blue box when you can have a universe of possibilities unfold every time you reach for a PB&J? And every single character has a little “TM” next to it. …

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How to use the “Doctors Dumbfounded” effect to Build Credibility & Desire: From Shyamalan to Schwartz

There’s a simple story technique you can use to quickly build credibility and desire for your product. The best novelists and filmmakers use it, as so do the best ad-slingers. In fact, Eugene Schwartz lists it as the 7th (out of 13) way to “strengthen desire for your product.” I recently saw this storytelling tool …

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Unleashing Your Inner Lazy B*stard – How Freelance Copywriters Can Get More Done By Working Less

As freelance copywriters, we’re at this weird intersection between ‘creatives’ and ‘craftspeople’… Because our working practices need to draw from both areas. Creatively, copywriters must be sensitive to human emotions and highly empathetic… We have to be regularly inspired to create and develop ‘big ideas’ that resonate with people and help sell our clients’ products… …

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[Story Sells] The Joy of Bob Ross: the hidden selling technique used by this mild-mannered painter in nearly every episode

When I feel stressed out at the end of the day, and I need to relax, I’ve got something better than single malt scotch. I tune in to an artist with a big ‘fro named Bob Ross, and step in his world of Happy Little Trees, in the Joy of Painting Series. (How’d he get …

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Ep 47 – The Huge Opportunity Hiding In Short Explainer Videos with Dean Edelson

   In This Episode What if you can get your prospects hanging on to every word of your sales copy like they were kids hypnotized by their favorite cartoon? Today, former screenwriter and stand-up comic turned copywriter, Dean Edelson joins me on the show. Dean helps high-level clients craft compelling marketing messages using explainer videos. …

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Ep 46 – Spice Up Your Messages with “Snapshot Copywriting” with Pete Michaels

   In This Episode You ever notice how people are happy to carry around a thousand page Stephen King novel? What if it was possible for you to connect with prospects so strongly that they can’t stop reading your sales copy? Today freelance copywriter and Copy Chief founding member Peter Michaels joins me on the …

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Ep 101: Parris Lampropoulos – Next-Level Persuasive Copywriting Pt. 1

   In This Episode Parris Lampropoulos is universally regarded as one of the best living copywriters. He’s a face on Brian Kurtz “Mount Rushmore of Copywriters” for the record number of control ads and revenue generated at Boardroom. His list of winners is mind-boggling. Parris credits his incredible success solely on the bullets in his …

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Ep 99: John Carlton – The One Skill Every Copywriter Must Master

   In This Episode A long overdue episode with the world’s most ripped off and respected copywriter alive, John Carlton. I’ve had the privilege of hosting a podcast with John called Psych Insights For Modern Marketers. It’s an amazing show that I describe as “hosting John’s brain”. Listeners of the show can’t get enough, and …

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