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Copywriters Podcast

David Garfinkel

Copywriting lessons from David Garfinkel

business management & marketing

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To Make More Money, Stop Selling So Much in Emails,...

Copywriters Podcast ·

2022/01/10

We don’t usually give out formulas on this show, but today I’m going to start with one: Empathy = $80 million. I got that -- actually, I created it -- from looking at the work of our guest today, Emily McGuire. She’s a big-time specialist in email marketing. And her email campaigns have earned clients over $80 million in revenue. The reason I put empathy in the formula is that Emily says her guiding principle is “Leading with empathy… figuring out where your prospects and repeat customers are in

Copywriter’s WorkBench - Old Masters Series

Copywriters Podcast ·

2022/01/03

Today’s show is part of our popular Old Masters series, and we’ve got some unusual info and ideas from a copywriter of old, John Starr Hewitt. This comes from a book we’re pulled from before, from 1925, called “Masters of Advertising Copy.” From everything I’ve seen in this book, Hewitt is the only contributor who gets down to cases when it comes to what it takes to become a master in copywriting. His ideas are decidedly different, even for today. He talks about the subtle skills a copywriter

7 Things I Wish I Knew When I Started Writing Copy

Copywriters Podcast ·

2021/12/27

So, with the year 2021 just days behind us, I thought it would be fun to reminisce about my early days as a copywriter. It was definitely a second career for me. I had started out as a business journalist. Of course, not knowing anything about copywriting when I first started, I assumed writing copy couldn’t be all that different from writing news and feature stories, right? I was about as wrong as I could be. And, of course, I found out. I learned the hard way. I seem to have developed a knack

Chris Haddad’s P.I.G. Method, Part 2

Copywriters Podcast ·

2021/12/20

Our guest today, Chris Haddad, sent shock waves through the copywriting world a couple weeks ago, with the launch of his much-awaited online training program called “The P.I.G. Method.” “P.I.G.” stands for “Punch in the gut” and I would say that’s a fairly universal description of how Chris’s copy in his video sales letters affects viewers. When you watch one of Chris’s promotions, or read his copy, you go on an emotional roller coaster ride that’s right up there with what you experience with a

Chris Haddad’s P.I.G. Method

Copywriters Podcast ·

2021/12/13

Our guest today, Chris Haddad, sent shock waves through the copywriting world 10 days ago with the launch of his much-awaited online training program called “The P.I.G. Method.” “P.I.G.” stands for “Punch in the gut” and I would say that’s a fairly universal description of how Chris’s copy in his video sales letters affects viewers. When you watch one of Chris’s promotions, or read his copy, you go on an emotional roller coaster ride that’s right up there with what you experience with a

7 Idea Generators from The Copy Book

Copywriters Podcast ·

2021/12/06

Today's podcast comes from a handful of idea generators I found in "The Copy Book —How Some of the Best Advertisers in the World Write Their Advertising." I found out about this book from our friend Sean Vosler, who's been on the show before. It's over 500 pages long, and while it's interesting, most of it does not really apply to direct response copywriting, which, after all, is what this show is about. Nevertheless, there were a few gems I found that are great idea generators for all

The Big Idea, Micro-Scripts and a Special Surprise,...

Copywriters Podcast ·

2021/11/29

We have an extra-special guest today, and I will tell you about him after I tell you about his book. Nine years ago, someone -- and I’m sorry I can’t remember who it was -- told me about this amazing book called “The Micro-Script Rules.” I went crazy when I got it and have been recommending it to people ever since. Fast forward to earlier this fall. My client Billy Broas emailed me, having recently spoken with the author of that book, Bill Schley. He wanted to introduce the two of us. Long story

The Most Persuasive Story Structure on Earth, With...

Copywriters Podcast ·

2021/11/22

We’ve got a very special guest today, Kenneth Yu. I really want to thank him for staying up very late to join us. As we’re recording this, it’s the middle of the night in Kuala Lumpur, Malaysia, where Ken is based. He’s going to tell us about what he calls “the most persuasive story structure on Earth,” and he has a point. He calls it “the scalable parable,” and this refers to the way religious stories are structured. Now, from a sales point of view, the Holy Bible had sold five billion copies,

Principles of Advertising — Old Masters Series

Copywriters Podcast ·

2021/11/15

We’re back with an episode in the Old Masters series -- four Old Masters, in fact. These four people are the co-authors of the book “The Principles Of Advertising,” first published in 1915. I ran across it while tracking down something else I had learned about from Copywriting Historian Sean Vosler, who has been on this show before. The authors are: Harry Tipper, Harry L. Hollingsworth, George Burton Hotchkiss, and Frank Alvah Parsons. It’s interesting to see how much has changed and how little

Hard-Won Business Wisdom, with Nathan Fraser

Copywriters Podcast ·

2021/11/08

When you need some good advice for your business, who you gonna call? My way of looking at is pretty simple: You need someone who knows it, not only because they’ve studied it, but because they’ve also done it. Successfully. In the best of all possible worlds, more than once. For instance, if you wanted to take a cooking class, would you choose a class given by someone who has read all the cookbooks… watched every episode of “Master Chef”… and knows where you can get the freshest ingredients in

What Your Customers Want Most To Know, Part 4

Copywriters Podcast ·

2021/11/01

We’re back with our Old Masters Series, and this is the last part of a four-part series -- What Your Prospects Most Want To Know. I would add, what is it that they want to know right away, and whether or not you tell them might decide whether or not they keep on reading? The answer is still: What will your product, or service, do for me? But this time, we’re going to take it from a different angle. Up to now, we’ve talked about what your product can help them do, gain, and save. But this time,

The 5 Monsters of Copywriting

Copywriters Podcast ·

2021/10/25

The market research company Ipsos recently did a poll that found 46% of Americans believe in ghosts. I found that annoying because they didn’t ask Americans how many of them believed in monsters. It’s so important which words you use when you’re taking a survey. Ipsos also found that 7% of Americans believe in vampires, and 6% believe in zombies. With Halloween coming up, I thought this would be a good time to do a show about monsters. Specifically, the Five Monsters of Copywriting. Especially for

The Two Copywriters Who Changed Everything, And The...

Copywriters Podcast ·

2021/10/18

We’re back with a special Gold Edition of Copywriters Podcast. The reason it’s a Gold Edition is because we are taking a deep dive into the gold mines of copywriting history. The two men who invented copywriting as we know it are Claude Hopkins and John E. Kennedy. And the man who hired them was Albert Lasker. I came across this book, The Man Who Sold America, which has information I’d never seen anywhere else before. That was probably because one of the authors, Arthur Schultz, is the former CEO

Secrets of $10 Million Supplement Sales Letters, with...

Copywriters Podcast ·

2021/10/11

We’re back with Mike Pavlish for part two of $10-million-plus sales letters, especially in the supplement industry. As we mentioned last week, Mike is a superstar copywriter. He has written promotions for health supplements for some of the most successful supplement companies in the world, including Agora, Dr. Al Sears, Healthy Directions and many others. Mike has also written for smaller entrepreneurs who sell supplements online. All told, Mike’s sales letters and VSLs have sold more than half a

Secrets of $10 Million Supplement Sales Letters, with...

Copywriters Podcast ·

2021/10/04

Get ready for a master class in creating eight-figure sales letters, from a copywriter who has done it… over and over and over again. I’m really excited that today, we have Mike Pavlish on the show. He has written promotions for health supplements that have in many cases brought in more than $10 million apiece. And he’s done this for some of the most successful supplement companies in the world, including Agora, Dr. Al Sears, Healthy Directions and many others. Mike has also written for smaller

What Your Customers Want Most To Know, Part 3 - Old...

Copywriters Podcast ·

2021/09/27

We’re back with our Old Masters Series, and this is part 3 of a four-part series -- What Your Prospects Most Want To Know. I would add, what is it that they want to know right away, and whether or not your tell them might decide whether or not they keep on reading? The answer is the still: What will your product, or service, do for me? But this time, we’re going to take it from a different angle. Up to now, we’ve talked about what your product can help them do and help them gain. But this time,

The Wild, Weird, Profitable World of Daniel Throssell

Copywriters Podcast ·

2021/09/20

I’m thrilled that our guest today is Daniel Throssell, a very unconventional and highly successful copywriter from Perth, Australia. He’s the driving marketing force behind the blockbuster bestselling book The Barefoot Investor. Daniel has a slew of very impressive testimonials on his site, to give you and idea of what other top people in copywriting are saying about him: Our friend Ben Settle calls Daniel, “One of Australia’s top copywriters.” Andrew Campbell, Harmon Brothers Ad Agency,

What Your Prospects Most Want To Know, Part 2

Copywriters Podcast ·

2021/09/13

We’re back with our Old Masters Series, and this is part 2 of a four-part series -- What Your Prospects Most Want To Know. I would add, what is it that they want to know right away, and whether or not your tell them might decide whether or not they keep on reading? The answer is the same as last time: What will your product, or service, do for me? But this time, we’re going into entirely new territory than we did last time. First let me say that this show is the Old Masters Series because it comes

Craig Dave Carbol Reveals eCommerce Landing Page Gold...

Copywriters Podcast ·

2021/09/06

We’re back with Craig Dave Carbol and today we’re going to really dig into his secrets about writing exceptional copy for eCommerce landing pages. Craig was with us last week. He has written for such well-known clients as Jon Benson and Mind Valley. But what really sets him apart are his accomplishments in eCommerce, where he has written for big brands in consumer markets like apparel, athletic gear and outdoor living. His copy has raked in more than $33 million in sales in the last year and a

eCommerce Landing Page Gold Mine, with Craig Dave Carbol

Copywriters Podcast ·

2021/08/30

As some viewers have noticed, I wear a Pinky and the Brain hat. In the excellent cartoon where this comes from, when the Brain bonks Pinky on the head with a big hammer, it’s just another event in the day. No harm, no foul. The action continues like nothing happened. We’ll get to why I bring this up very soon. But I think you are in for a jolt of a very different sort with our guest today, power copywriter Craig Dave Cobol. He specializes in copy for eCommerce sites and his copy has racked up an

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