Latest Content

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How Do You Know If Your Copy’s Any Good?

Once you’ve finished your copy, the anxiety begins. And it almost always boils down to the answer to this question: How good is this copy–really? When people ask me to critique their copy, they’re often amazed at how quickly I can get to the heart of things. Once I have an overall opinion, I’ll drill down to a lot of specifics. But I think it’s important today not to talk about tho...

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Walking In Your Prospect’s Shoes

Today we’re going to do another episode of “Just because it’s a story, it’s not a hero’s journey story.” What I mean by that is, many people have been misleading copywriters and salespeople for a while now. Saying, if you’re going to tell a story, it’s got to be a hero’s journey story. As you may know, in my book The Persuasion Story Code, I show 25 types of stories that are de...

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Copywriting For Recurring Revenue

It’s become so common we don’t even think about sometimes, but subscription products have really taken over our world in a way no one could ever have predicted. And along with them, new demands and new opportunities for copywriting. If you look at the past, you’ll see a lot of promotions were based on a single sale, with the copywriter or the business HOPING that the customer might buy the...

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Secret Lead Magnet Formula

If you would like your lead magnets to perform better and get you more qualified prospects and customers, wouldn’t it make sense to look at the most popular form of engagement in the world for some clues? I’m talking about video games. According to the sports and gaming platform Sportskeeda, last year gaming was a $396 billion industry. Movies, $284 billion and music, only $28 billion. Marke...

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Astonishing Discoveries About AI And Copywriting

Four months ago, I was completely skeptical about AI and how it would ever fit into copywriting. I saw a post on LinkedIn by Brian Halpin, a copywriter working in Jason Parker’s agency. Brian talked about some unbelievable results, nearly one million in sales, that they had gotten with a VSL that was 80% written by AI. I’ve known Jason for more than 10 years, and Brian’s post piqued my int...

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Cult Building and Copywriting

The term “cult” has become such a loaded word lately. People who aren’t members of certain groups call the groups a cult, and the members of those groups resent and deny it. Yet, are all cults bad? Maybe some are, maybe some aren’t. But on today’s show, Nathan Fraser is going to talk about a special kind of cult that, in his view, is not only GOOD — but actually necessary to the su...

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How To Find The Elusive Hidden Benefit

Ever wonder how to set yourself, your product, or your business apart? It’s a big puzzle these days. The best general advice I’ve heard is from recent podcast guest Scott Zetlan: “Different is better than better.” It almost sounds silly, but in the super-competitive marketplace, where products live in the real world, it’s not silly at all. It’s actually profound. Because here’s...

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High-Powered Copy Techniques For Cold Traffic And New Products

Job one for a copywriter is getting and keeping attention. We always give that our best shot. But there are some situations where you need to do this more intensely, and you don’t want to come across like a screaming insane person yelling loudly just to get attention. So we need to come up with some unusual techniques, to increase the intensity without pushing our prospects away. That’s wha...

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The South Park Copywriting Secret

Today we’re going to talk about two words that can change your writing forever. Not just your copywriting, but especially your copywriting. One word is a first-grade word and the second word is a fourth-grade word, according to people who seem to know about those things. The words are “but” – with one ‘t’ – and “therefore.” Why are these words so important and who, besides us...

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New Ways To Use FAQs

You know FAQs – that list of frequently asked questions, and answers? Are they a copywriting chore you would just as soon avoid? Well, today I’d like to offer a different way to look at them. As a huge, and mainly underutilized, marketing opportunity. I want you to consider this possibility: An FAQ section doesn't just inform. It also persuades. But not in a cheesy, ham-fisted kind of way....