PODCAST

Copywriters Podcast

David Garfinkel

Copywriting lessons from David Garfinkel

business management & marketing

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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

How to Critique Your Own Copy, Part 2

Copywriters Podcast ·

2021/08/23

So, you’ve probably heard the old but very true saying that goes like this: “Writing is rewriting.” And you must know by now that it means, you rarely get it 100% right on the first draft. All well and good. But the question is, how do you know what to rewrite? How do you even know what to look for? That’s what we covered in last week’s show, but we only got through half the list. Today, we’ll get through the other half. You see, I realized, every time I critique copy, I look for the same things

How to Critique Your Own Copy, Part 1

Copywriters Podcast ·

2021/08/16

One of the things people ask me for the most is copy critiques. Whether it’s an A-Lister with multiple controls for a big publisher… a B-Lister gunning to become an A-Lister… or a business owner who wrote their own copy, I look at the same things. It’s interesting, because the better the copywriter, the harder I have to look. The guys who are really good make everything appear to be smooth and perfect. There’s usually a handful of tiny, almost hidden flaws. Once those flaws are fixed, the copy

What Your Prospects Most Want To Know, Part 1

Copywriters Podcast ·

2021/08/09

We’re back with our Old Masters Series, and this topic is so big and so important that we’re going to take four shows to do it. The question is: When your prospect starts to read your copy, what is the one thing your prospect wants to know, more than anything else? I won’t keep you waiting. The answer is simple. What your prospect wants to know is: What will your product, or service, do for me? It sounds like a simple question. Maybe even a stupid question. But it is neither stupid nor simple

Screenwriter Story Secrets, with Thomas Dean Donnelly

Copywriters Podcast ·

2021/08/02

We’ve got a very good show today, because our special guest is Thomas Dean Donnelly, an experienced Hollywood screenwriter. He’s also a teacher of writing all across the country, ranging from back east at Long Island University to here out west at the University of Southern California. The Hollywood Reporter ranks USC as the top university in the world for studying film. But Tom’s screenwriting credits are even more mind-boggling. He’s been at it for over 25 years, and projects he’s written for

Elmer Wheeler Tested Selling Phrases

Copywriters Podcast ·

2021/07/26

Elmer Wheeler may have been the best-paid copywriter of all time, on a dollars-per-word basis. In the 1930s, Texaco paid him $5000 to come up with the question “Is your oil at the proper level today, sir?” In 2021 money, that was the equivalent of about $95,000 — for nine words. Or, more than $10,000 for each of those nine words. But those nine words had some other dollars attached to them as well. Texaco estimated gas station attendants who asked customers that question ended up opening

5 Keepers From Copywriting’s Greats

Copywriters Podcast ·

2021/07/19

We’ve had really good responses for our Old Masters Series shows, where we look at one important copywriter from the past, and people were literally falling all over themselves when we brought on Sean Vosler a few weeks ago to talk about the founding fathers of copywriting. We had to send out the special writers unit of the Copy Patrol to pick those people up off the floor. But my friend and client Jason Parker made a suggestion that kicks things up a notch even higher. The idea involves finding

Home Shopping Network Secrets, with Marissa Morgan

Copywriters Podcast ·

2021/07/12

We’re really lucky today to have Marissa Morgan as our special guest today, and you’ll see why in just a minute or two. I met Marissa as a guest on her show earlier this year, and you’ll hear more about that in a few minutes. But that show is only the latest chapter in Marissa’s very impressive resume. Before we get to the highlights, let me share the one reason you should pay very close attention to everything she says and does today. It’s that that Marissa excels at two of the most important

Copywriting and the Edge of Risk

Copywriters Podcast ·

2021/07/05

One thing that’s new to you when you become a copywriter, unless you’ve owned a business, grown up in an entrepreneurial family, or been in a business-like music or acting, or professional sports -- That one new thing is risk. It’s not that risk doesn’t exist anywhere else; of course it does. It’s that there are unique kinds of risk in copywriter that will be new to you. I haven’t heard anyone else talk about this before, so I wanted to give you something you could really dig your teeth into. And

Neuroscience Secrets For Copywriting

Copywriters Podcast ·

2021/06/28

Today we’re going to take a deep dive into neuroscience, which is basically the study of how the brain works. Now, deep breath. This is not a med school class. In fact, to the great disappointment of my mother, I never went to med school, and I never will. Sorry, Mom. No, this is about how the brain works when you’re reading the written word. It’s very specific and it applies to how people take in, and accept or reject, what you’ve written. So it’s narrowly focused, and great for

Little Phrases - Big Results

Copywriters Podcast ·

2021/06/21

For many copywriters, there comes a point where you know you have the basics covered. It’s always good to review them regularly, but what you’re looking for really is an edge here and an edge there. Stuff that gives you an advantage when you use it. These aren’t always big things. Sometimes a strategic word or phrase can give you a bump in conversion or average order value, all by itself. I’m not recommending you depend on these little things to make a big difference for you, without also covering

The Founding Fathers of Copywriting, with Sean Vosler

Copywriters Podcast ·

2021/06/14

Our guest today is a copywriting historian and eight-figure practitioner of direct response copy. His name is Sean Vosler and I’ve wanted to have him on the show ever since I saw some of his detailed, comprehensive mindmaps connecting the early pioneers of advertising to the world of today. He’s also the founder of Increase.Academy and author of the best-selling guide “7 Figure Marketing Copy.” He specializes in helping business scale to seven and even eight figures. We’re going to talk about a

Copywriting Takeaways from Dr. Cialdini and Friends

Copywriters Podcast ·

2021/06/07

Every marketer has their favorite books and experts. One of mine is Dr. Robert Cialdini, who wrote “Influence: The Psychology of Persuasion.” It’s a classic and I’m sure many of you have read it and found it incredibly useful. That’s not his only book, though. Dr. Cialdini got together with a couple of friends… a prof and consultant from the UK, Steve Martin -- no, not THAT Steve Martin -- and a prof from the UCLA biz school, Dr. Noah Goldstein. They put together a neat book called “The Small

To The Bone Copywriting

Copywriters Podcast ·

2021/05/31

Today we return to our Old Masters series, but this one is really different. We’re going to look at some of the best specific advice from two people who weren’t copywriters. One was a teacher of writing who really had a big influence on playwrights and screenwriters. The other one didn’t even teach writing at all. At least not writing as we know it. We’ll get to these people in a minute. What they had in common was, they had mastered how to create works that really reached people emotionally in a

Blazing His Own Copywriting Trail with Eddie Shleyner

Copywriters Podcast ·

2021/05/24

Our guest today has taken copywriting knowledge over the paid-content platform Patreon, and he’s the first person I’ve heard to do this. Eddie Shleyner started out writing copy for some large business websites. Meanwhile, he kept some notes to himself as he was figuring out copywriting in a hectic corporate environment. One thing led to another, and there have been some pretty interesting developments, which you’ll hear about today. Here are the questions Eddie answered: 1. You’ve taken a

Copywriting Takeaways from TV’s ‘Mad Men’

Copywriters Podcast ·

2021/05/17

Among those of us who watch cable television, everyone’s favorite copywriter bad boy is Don Draper of the show ‘Mad Men.’ Along with his secretary who became a copywriter, Peggy Olson, Don Draper is the reason this is the first edition of the Fictional Old Masters Series. Yes, they are fictional characters. But a lot of factual research went into creating these characters, And I was able to pluck out a few gems from the hours and hours of dialogue they spoke on the show. My goal today is to make

New Opportunities on LinkedIn, with Ted Prodromou

Copywriters Podcast ·

2021/05/10

I am thrilled to announce our returning champion, Ted Prodromou. Ted’s known as America’s Leading LinkedIn Coach. He’s the best-selling author of The Ultimate Guide to LinkedIn for Business, and the Ultimate Guide to Twitter for Business. We had Ted on the show not too long ago, and with all the changes going on over at LinkedIn, it was time to bring him back. He’s founder of Search Marketing Simplified, a social media marketing firm. Besides Copywriters Podcast, Ted has also been featured on

Why "Human" Copy Sells More For You

Copywriters Podcast ·

2021/05/03

I’ve been reading a book called “Hackers and Painters” by Silicon Valley philosopher Paul Graham, who’s also a painter. He has a PhD from Harvard in computer science, and co-founded a startup that sold to Yahoo for about $50 million. Plus, plenty more accomplishments. Smmmmart guy. In the book, he makes a comment that really sounds simple-minded when you first hear it. But when you think about it for a little while, you realize it’s profound: “Nearly all great paintings are of people, because

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Copywriters Podcast

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