In This Episode Call it “Copy Chief Impossible”… Just like business makeover shows like Restaurant Impossible or (my new favorite find) Hotel Impossible… this episode is an unfiltered look behind the curtain of the intense rebuilding project to completely overhaul Copy Chief. My business integrator Rachel Mazza and I share all the gory details […]
In This Episode David Deutsch is an A-List Copywriter in the truest sense… he started at Ogilvy and Mather (when Ogilvy was still leading the troops), pioneered the “magalog” style of direct mail sales letters, and has written for or consulted just about every major player in the industry for the over three decades.
EP 204: CCR Wisdom Tree – A conversation with David Deutsch Read More »
In This Episode Dominic Hodgson took an unconventional route to building an internet marketing empire – dog walking. In this loose and insightful conversation, Dom explains how he gained an immediate advantage by niching down into the “luxury pet care” market – targeting wealthy pet owners and offering not just a “dog walk”, but
In This Episode In the six years I’ve been coaching freelance copywriters, no one has blasted through the first 6 (of 7) Phases of the Freelancer’s Journey faster than Chris Orzechoski. Four years ago this guy was teaching high school and coaching wrestling, and now he’s running his own agency. Like, a real agency,
EP 202: CCR Freelancer’s Journey – Chris Orzechowski – “Embrace the work” Read More »
In This Episode Carline’s new book, My Life As A 50+ Year-Old White Male is a rollicking ride through her life as a Haitian immigrant in the U.S., a colorful childhood with a tough love twist, becoming an A-List copywriter known as “queen of the control”, and raising children to understand the power of
EP 201: CCR Wisdom Tree – Carline Anglade-Cole – The Copy Control Queen Read More »
In This Episode It’s our 200th episode and we’re celebrating with a total show makeover!New music, new intro, and lots of exciting new guests. Plus we’re categorizing the episodes into four different styles. Listen now to hear the new and improved Copy Chief Radio! In this episode we cover… It’s our 200th episode! We’ve
EP 200: CCR Makeover – The Four New Episode Styles! Read More »
In This Episode Adam Hunt runs White Label Comedy, a done-for-you social media copywriting service that helps companies stand out with tweets and ad copy that build trust and engagement with humor. (A topic very close to my heart.) He recently joined Copy Chief and began devouring the training and applying what he learned
EP 199: If Brands Told Jokes with Adam Hunt of White Label Comedy Read More »
In 1962, a seven-year-old boy named Edward boarded a ship with his family and sailed from the life he knew in Holland to a new life in America. The family had no money. All their belongings stuffed into a single trunk and their piano. Ed’s dad earned their ticket by playing with the ship’s
Finding your voice Read More »
In This Episode Looking back to when I first started, there are a few things I wish I’d figured out earlier. It would have saved me a lot of needless frustration, boosted my confidence and made the actual writing a lot more fun. So, I wrote out the 5 things I wish I’d known
EP 198: 5 Things I Wish I’d Known As A New Copywriter Read More »
Wanna know what defines an entrepreneur? It isn’t the “billion dollar” ideas… Or the scrappy rebelliousness… Or even the ability to create revenue. Those things are inherent in most entrepreneurs, but also in wantrepreneurs – those who chatter about starting a business but never make the leap. To me, what defines an entrepreneur is
The entrepreneur’s “DNA test” (which type are you?) Read More »
Rather than tell you the answer, I’d like to show you… by sharing this incredible exchange between a member of my community who left nursing to become a freelance copywriter, and a third-generation fireman turned copywriter. The nurse confessed in a post to feeling overwhelmed at the idea of creating a customer avatar. He’d
The #1 instinct of a great copywriter? Read More »
I bought an acoustic guitar from a pawn shop in Louisville, KY. This was around 1994. I was living on the road, touring the comedy circuit, with lots of time to kill between shows. Looking at me back then, you’d naturally assume I played SOME kind of instrument, so maybe it was time to
If writing copy is just not clicking for you… Read More »
It thrills me to meet new copywriters at their enthusiastic best. I love guiding them through to the next levels, helping them avoid the nasty traps that derail progress. Looking back to when I first started, there are a few things I wish I’d figured out earlier. It would have saved me a lot of
5 things I wish I knew when I started writing copy Read More »
In This Episode Jason Hanson spent his first career as a CIA Officer. Deep undercover in places on the globe most of us would be very careful to never end up. His job was to position himself in enemy territory, gain the trust of locals, then recruit people to spy for the United States.
Ep 128: Life-Saving Copy Lessons From a Former CIA Spy with Jason Hanson Read More »
In This Episode Just you and me talking today… I had a bit of a “eureka” recently around why some copywriters seem to skyrocket to industry stardom, while others feel tethered in place. What’s making the difference here? Hard work? Connections? Luck? No. It’s something else. Resources Join Copy Chief today by clicking here
Ep 119: Why Certain Copywriters Get Paid Better Read More »
In This Episode My friend David Deutsch knows things very few people know. And unlike most revered copy gurus, he tends to keep them to himself. There are a few reasons for this. Some of them logistical (like being super busy consulting the biggest marketing companies on the planet), others are personal (he’s not
Ep 118: Copy Legend David Deutsch on Why We Buy Read More »
In This Episode Ryan McGrath is ferocious. I mean, if you saw him on the streets of Baltimore you wouldn’t instinctively cross the street to avoid crossing his path… … but because his writing is so ferocious, many copywriters have crossed the street to shake his hand. Ryan is the in-house copy chief at
Ep 117: Ferocious copywriting with Ryan McGrath Read More »
In This Episode It’s fun to let your creative flag flap on Facebook, but when your money’s on the line, how do you decide what type of creative ads you should be testing? That’s exactly what Mike Rinard and I discuss on Part 3 of our sizzling series on FB advertising. Mike runs all
Ep 116: Facebook Ad Magic with Mike Rinard (Part 3) Read More »
In This Episode Pricing, huh?It’s the trickiest part of business. Yet, some people make it look so easy. Like my friend, Laura Belgray.She lists three simple ways clients can buy their way onto her calendar. It’s always a flat fee, and it ain’t cheap. She recently raised her price again because of simple supply
Ep 115: Price yourself with confidence with Laura Belgray Read More »
In This Episode I was thinking about this journey we take to grow our freelance businesses… It’s a bold choice, right? Most people just would not choose like you did. But something in us makes it feel like independence is the only choice. I was thinking about you, and me, and the paths we
Ep 111: 3 Paths with Kevin Rogers Read More »
In This Episode Ross was struggling to commit to making the leap to full time freelancer.He knew he wanted it. Believed he could manage it. But kept pushing his own deadline to make the leap out further.Then fate (and the Canadian government) stepped in and decided for him. Today on Copy Chief Radio, Ross
In This Episode I’m fortunate to live in a town, and share a favorite coffee shop, with Roy Peter Clark. If you don’t know, Roy Peter Clark is “America’s Writing Coach”. Best-selling author of Writing Tools (which you can listen to on iTunes for free) and several other ingestible deep dives into our
Ep 163: The incredible 6-word writing reframe (with Roy Peter Clark) Read More »
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.
[Story Sells] How a “Ticking Time Bomb” Helps Capture Attention Read More »
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
[Story Sells] The Booster Rocket Tactic to launching a product’s Big Idea Read More »
Over the holidays, I was watching one particular Santa-based movie with my family which delivered a powerful lesson about story and reveals what we need to make the sale. So before Christmas becomes a dim and distant memory, let me share it with you. Usually, when you think of Santa Claus stories, you might
[Story Sells] The ‘Miracle” of Long Copy Read More »
There’s one story principle that’s tough to execute, but very valuable if you do it right. This principle gives a story added depth. What does that mean? Simply, the tale penetrates deeper into the audience. The story stays with them, echoes in their minds in the days after they first see it. Instead of dissolving
[Story Sells] Use this Spider-Man ‘Twist’ to Make Your Sales Story Unforgettable Read More »
J.R.R. Tolkien had a big problem. He loved the ancient, epic tales. He began writing his own (see The Silmarillion). But he quickly discovered that these ancient worlds of honor and vengeance, with black and white heroes with little characterization, were almost totally inaccessible to a modern audience. All that oath-swearing. And listing of lineage.
[Story Sells] “Ice-Breakers” in Ads: How To Gradually Introduce a Radical Idea Read More »
In Blake Snyder’s useful screenwriting how-to book, Save The Cat, he talks about two scenes you must have in your movie. An opening image. And a closing image. And one more thing: They should be OPPOSITES of each other. Why? To show how the character has changed and grown. This journey is the character’s “Arc.”.
[Story Sells] Beef Up Before and After Testimonials with this Story Technique Read More »
You know the game is on when B.A. grabs the welding torch. I’m talking about the scene late in an A-TEAM episode when the gang needs to build something superfast to save the day. Usually involves armoring a beater car with junk metal. Or devising a wicked booby trap. (But don’t worry kids, no one
[Story Sells] How Factoid Copy Can Be Fun, A-TEAM Style Read More »
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.)
[Story Sells] How to Name Your Products So They Stick Read More »
As I write this, San Diego’s Comic Con just wrapped up. Fans were served tasty selections of their favorite fictional universes. Predictably, some offerings unleashed a flurry of geek-citement. But others ignited a firestorm of critiques. Cause few folks are as argumentative as fanboys. As a market, they’re sophisticated and very vocal. That’s why storytellers
[Story Sells] How to Answer Customer Objections with the “Death Star” Solution Read More »
In 2017, it’s dang-near impossible to scroll down any social feed without smacking into a meme. The rise of 10+ million follower comedy brands like @thefatjewish and @fuckjerry (who pump out memes faster than Deepwater Horizon) indicate the medium is here to stay. After sinking more than a few hours into the vast ocean of
3 Ways To Ethically Steal Profitable Ideas From Memes Read More »
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.
The 1-Sentence “RAD” Trick That Transforms a Commodity into a Brand Read More »
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
If you only sell to people who know the value of your product or service you’ll quickly run out of new customers, doomed to forever be a small fish flopping around in a shallow pool of revenue. To expand your market and increase sales you must indoctrinate new prospects. The Merriam-Webster dictionary definition of indoctrination
I used to work at a movie theater in high school. One of my best jobs ever. I could watch any movie for free, and eat all the popcorn and drink all the soda I wanted. But some days were bad. When the film skipped — or worse — broke. (These were in the old
You know when you’re sitting in a movie theater and hear all the noise before the film begins? The flash of phone screens, the chatter, the rustling in seats, the unwrapping of a big box of Red Vines licorice? But then when the movie begins with a strong scene – like the “rolling boulder” sequence
If you had to tell me your story right this second, would you be able to do it … or would you choke? You’d think it’s easy explaining who you are and why people should care. But if this were true, nobody would need copywriters. Bad storytelling means we risk confusing or boring people …
How to tell your story like Tolkien (and stop losing prospects to your competitors) Read More »
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
June 2017 marks 50 years since David Bowie released his first album. The title of this landmark record? Somewhat unimaginatively, it was called: David Bowie. Ironic, because nothing else in Bowie’s extraordinary life was ever that predictable again… The Ultimate Artist-as-Entrepreneur As a long-time fan, I was recently struck by just how well some of
David Bowie: The Ultimate Artist-As-Entrepreneur? Read More »
Got a “productivity hack” for you today. Especially for all you procrastinators out there, as you sit down in consternation at your vintage Corona-Smith typewriter. (If you’re a hipster or an oldster, that is.) If you don’t know how to start your story, use a trick from Harry Potter-author J.K. Rowling. To explain: You remember
[Story Sells] The Harry Potter trick to easier storytelling Read More »
Can you establish credibility while lying your ass off? Yep. Novelists and other storytellers do it all the time. And when you tell true stories as a marketer, you can copy their technique to build trust. (Bonus: when you pull from real life, you don’t have to work as hard as professional liars.) Here’s
[Story Sells] Establish Authority by Copying This Novelist Trick Read More »
Add strong proof elements to your marketing materials and watch your sales soar. The young lawyer wrapped up his closing argument. He felt confident in his performance over the course of the trial. As the jury began deliberating, he and his boss walked toward the attorney conference room. He gave the senior attorney a broad
Boost Your Conversions by Thinking Like a Lawyer Read More »
I’ve been watching this for a while and wondering if others have noticed it too. The modern-day consumer is more aware and conscious than ever before. For us as marketers, copywriters and business owners, we need to be more aware of what we do when we sell to them. You may be thinking… “what
The Conscious Consumer: Who they are and why you need to know about them Read More »
How do you measure whether your voice is a success? Here’s a quick test. Try reading this out loud: It’s impossible not to read it in Liam Neeson’s voice. If you’ve nailed voice, that’s exactly what you should be looking for when someone reads your copy. They need to hear you. On Copy Chief, we’ve
The Voice Mistakes That Are Costing You Money (And How To Fix Them) Read More »
You will lose sales unless you hook your customer’s attention with the very first sentence. But what do you say? Well, to figure that out, let’s look at what not to do. And then just do the opposite. Captain Hook and his pals at Jake and the Neverland Pirates hold the treasure we seek. If
[Story Sells] How to Capture Drifting Attention with the Captain “Hook” Rule Read More »
It’s one of the most notorious openings to any novel… Shocking, gruesome… …and so very, very vivid. From Stephen King’s epic 1986 tale, IT: “A small boy in a yellow slicker and red galoshes ran cheerfully along beside the newspaper boat. The rain had not stopped, but it was finally slackening. It tapped on the
Stephen King’s IT And The Secret To Creating Emotion-Driven Copy That Converts Read More »
Sell on emotion, justify with logic? Yes, but … Stories teach us that emotions have a logic of their own. We may be irrational, unknowable creatures … But at least in stories, emotions must make sense. If they don’t, then we the audience won’t believe what’s happening in the story. Like when characters do dumb
[Story Sells] The “Mother Rule” for Keeping Faith with your Prospect Read More »
I remember when I first deadlifted a barbell. Before that moment, I hesitated to pick up the 12.5lb dumbbells at bootcamp classes. So when I heard the barbell is 20kg (44.4 pounds) without plates on it, you can imagine how terrified I was. As I walked up to the platform, bullets of sweat were rolling
4 Things You Should Be Testing But Probably Aren’t Read More »
So the other day I was reading a book to my 4-year-old and I realized something strange: I want to know how this story ends. The storyteller had sunk his hook into me. So when it came time to pick a story to read the next day, I practically begged my child to return to
[Story Sells] Use this Screenwriter Secret to Hold Your Audience’s Attention Read More »
Recently a writer wanted her copy critiqued for an email lead generation campaign. It was for a watch targeted to bodybuilders. The writing style was “upbeat and cheerful.” Hey, wait a minute. That feels off to me… I looked at the company name and wasn’t familiar with the brand. But “upbeat and cheerful” wasn’t what
Here’s The Secret To Copy That Keeps Your Prospects Coming Back For More Read More »
The latest Marvel blockbuster ‘Dr. Strange’ makes you believe in magic. To the tune of $653 million and counting. And one of the secrets of the believability is a little storytelling magic trick you may use in your next promotion. We live in the Golden Age of Fantasy Movies. From epic fantasies like Game of
As an entrepreneur in the self-improvement world, you’re pouring a ton of blood, sweat and tears into your business on a daily basis… You’re creating life-changing products and services and putting beaming smiles on people’s faces without them needing to gorge on an entire chocolate cake. You’d figure your work is done right there, and
The #1 Way You’re Accidentally Killing Your Own Sales… And How To Fix It Read More »
Many blockbuster campaigns are built on the shoulders of the “Big Idea”. But before your customer will buy your product, she has to buy into that idea. How do you win her belief? You don’t want to bore her with lots of explanation. Or worse – raise skepticism by trying to shove it down her
[Story Sells] How to Win Your Customer’s Belief in 3 Seconds Read More »
Do you like Green Eggs and Ham? Most people do – the book by Dr. Seuss, that is. It’s the highest-selling Seuss book of all time, edging out The Cat in The Hat and other favorites. It’s sold 17.5 million copies since 1960. That’s a lot of breakfast money for the Seuss estate. But why
[Story Sells] Use this Dr. Seuss Writing Trick to Write Better Copy Read More »
You already know case studies inspire hope, prove you’re credible, and give your reader that “If they can do it, so can I!” feeling that makes them take action. But done right, they can do a whole lot more. They can uncover objections and fears you didn’t realize your audience had. And ensure you write
How to 2X the value of your case studies (follow these 4 steps) Read More »
When I was in 5th grade, I woke up extra early on Halloween morning and took a seat in the makeup chair. My dad had a plane to catch in a few hours but before he did, he smothered grease paint on my face and glued three layers of fake fur, to transform me into
[Story Sells] Quickly Grab a Prospect’s Attention with these “Werewolves” Read More »
My nephew recently asked me how The Flash got his super-speed powers. My answer: “Barry Allen was struck by lightning while standing in front of a shelf of chemicals. The combination of the chemicals and the lightning gave him super speed. Lightning is very fast, after all.”* This story made sense my nephew. Lightning is fast,
[Story Sells] Sell On Emotion, Justify With This … Read More »
“You’ve got to stop buying into your own bullshit.” With that line, he built a deeper connection and showed he could help me. I was on the phone with a productivity coach. We were talking about my goals for the year — stop overworking, build a side business, and have a social life again. When
How to create deep, instant connection with your audience Read More »
When I was a teenager, I stood in a long line to watch the first Jurassic Park. I had just read the novel in one big gulp and I was dying to see real dinosaurs on the screen. I wasn’t alone. The movie brought in over 1.02 billion dollars. Steven Spielberg, the director, knew how to tease
Bullets — they’re those titillating snippets of copy designed to tempt your reader into taking action… Have you ever read one so intriguing you couldn’t get it out of your head? Where you just HAD to know its secret? Sometimes, a single bullet is all it takes to knock your prospect off the fence and
How To Write Badass Bullets Your Readers Simply Can’t Resist Read More »
Enjoy a sneak peak into the Copy Chief private forums via this excellent post by Founding Member Ross O’Lochlainn… Are you a fan of House of Cards? If not, you should be. I have only recently started watching it. It is powerful stuff. The writers and producers of this show deeply understand the themes of power,
House of Cards Persuasion Lessons Read More »
Have you ever noticed that the companies we love the most are usually rooted in rebellion? For instance… Apple started in the garage after Jobs and Wozniak left college, fed up by the slow pace of technology. Virgin Airlines was born out of Richard Branson’s frustration with crappy airline travel. Dollar Shave Club started when
The amazing two-sentence answer to “what do you do?” Read More »
