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Episode 072 - Story Magic: The Secret Behind It Nobody Talks About

Published by: David Garfinkel on 09-03-2018

What a songwriting teacher says about how much writers hate to rewrite.

It’s not just songwriters. And this reluctance is probably one of the biggest, if not the biggest, copywriters never make it to the next level in their writing and in their career.

We’re going to fix that today!


Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time.


- The two seemingly opposite puzzle pieces of putting together a magical story for your copy. When creativity meets implementation. Why they are like oil and water — they don’t mix, but most cars need both in order to operate.

- What usually happens when a writer sits down to write a sales story for copy. Why faster is NOT better. What happens to make sure a good story never gets done fast with this approach.

- What works so much better than the usual approach: Two stages of variation. These tricks come from world-famous writers, but they work just great for every copywriter who uses them. This could be just as fast, or faster, but it doesn’t seem that way until you actually try it.

- Why writers normally do what they do — and what they miss, doing things
this “normal” way. There’s a very good psychological reason for it. Too bad that, despite the good reason, doing things in this “normal” way leads to self-sabotage.

- Why writers resist rewriting, and the heavy cost of this resistance. How totally understandable emotions work against writing good stories.

- What to do instead of what people usually do. How to get past typical work-habit blocks to create great stories!

Keywords: story selling copywriting editing

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