writing

[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] Beef Up Before and After Testimonials with this Story Technique

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.”. …

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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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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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Ep 125: John Romaniello – Leapfrogging Your Competition With Superior Writing Chops

   In This Episode Here’s an indisputable truth… Honing your writing chops is the fastest way to set yourself apart in a crowded market. In fact, just by being a BETTER writer than your competition, you’ll leapfrog your rivals and build a loyal following faster than you imagined possible. So… how do you sharpen your …

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[Story Sells] Prevent prospects from abandoning your ad by fixing the “Broken Film” mistake

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 …

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Ep 58: How Freelancers Jump To The Next Level (Without Burning Out) with Pete Michaels

   In This Episode As a freelancer, you absolutely must carve out some daily “white space” to recharge your creative battery. Ignore this―like most freelancers do (especially earlier in the game)―and it’ll only be a matter of time before you burnout. So… how do you strike the perfect balance between doing good work and staying …

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How Eugene Schwartz’s Branding Secret Ignites Direct Response Sales

Before I became a copywriter, I spent 29 years working with brands. The power of those brands allowed me to create multi-million dollar businesses around the globe. That’s a nice piece of change. It worked because each brand had a clear identity that resonated with certain consumers. In fact, the product itself was often secondary. …

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[Story Sells] How Bush beats Obama in your sales stories

  I loved watching SNL as a kid. My favorite player? Dana Carvey. You might remember some of his best characters … The very special Church Lady. The dependable Garth. And, of course, the fake George Herbert Walker Bush. Carvey’s impression of President Bush became so widespread, that the former president himself once did a …

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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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The Voice Mistakes That Are Costing You Money (And How To Fix Them)

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 …

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Ep 44 – The Rocky Balboa Guide To A/B Split Testing with Allison Carpio

   In This Episode Here’s the reality when it comes to testing: There are no “failed” split tests. You’re always one step closer to your big win with every test… if you do it right. Today I’ve got freelance copywriter and A/B testing specialist, Allison Carpio, on the show. She has helped clients in her …

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Ep 42 – The Hidden Power of A Well-Placed Case Study With Brian McCarthy

   In This Episode Here’s the thing about testimonials: You have to have them, but they rarely get read. So… What else can you do to beef up the social proof of your offer? Today I’ve got freelance copywriter Brian McCarthy on the show. He has helped big names like Ramit Sethi get more sales …

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Ep 41 – How To Build Customer Loyalty Like The Big Brands With Nicole Piper

   In This Episode If you’re in business for yourself and you’ve always thought “I don’t need a brand”… I’ve got some eye-opening news for you today. Here’s the reality: You have a brand identity right now. Either you are controlling it, or your audience is creating it on their own. My guest today, Nicole …

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Ep 39 – Freelancers: Why You’re Not Getting Hired Pt 2 With Abbey Woodcock

   In This Episode Abbey is a freelancer herself, and recently switched to the other side of the table when she needed to hire some writers. She was surprised to see how many applicants were making foolish mistakes ruining their chances of landing the gig. These are common mistakes that most employers never share with …

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Ep 38 – Freelancers: Why You’re Not Getting Hired Pt 1 With Abbey Woodcock

   In This Episode If you’ve been in the freelancing game long enough, you know exactly what it’s like to be turned down for a gig with no explanation at all. In this episode, you’ll learn how to increase your chance of landing a gig and why talent is only one small factor in the …

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Ep 36 – The Hidden Power of Weekly Newsletters with April Dykman

   In This Episode In this episode, Copy Chief member April Dykman will show you how to discover how to create a newsletter that your readers look forward to reading and what you must do if you want to monetize your newsletter (without jeopardizing the new relationship you formed with your readers). Resources: There’s no …

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Ep 35 – Flash fiction for powerful story copy with AJ Silvers

   In This Episode Another hot episode with a Copy Chief member, AJ Silvers. He’s here to help you discover how to make your sales copy more engaging and effective in boosting the bottom line using flash fiction principles. Resources: Learn what “flash fiction” means and how to use it in the name of higher …

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