PODCAST

Copywriters Podcast

David Garfinkel

Copywriting lessons from David Garfinkel

business management & marketing

All Episodes

Episode 050 - Copywriter Plus

Copywriters Podcast ·

2018/04/02

Show’s today about what I’m calling “Copywriter-Plus.” As things have become very competitive in the world of copy, this is a new strategy I’ve discovered that could help every copywriter who takes advantage of it. Also - new technology, originally developed in radio -- including recorded brief comments from people mentioned during the show. “Copywriter-Plus” is something you and I, Nathan, have been using for a long time without maybe fully realizing it. I’ll explain what it is, give some

Episode 049 - Reports from the Field - Victor Urbina

Copywriters Podcast ·

2018/03/26

Today we’re starting a new special feature of the Copywriters Podcast. It’s called Reports from the Field. These are interviews with people who are not merely EXPERTS – they are also practitioners. Right now they are implementing what they are talking about. We can all learn so much from people who are in the field and taking action successfully. Our first guest on the Copywriters Podcast Reports from the Field is Victor Urbina. I know Richard well because he is in my business owner’s mentoring

Episode 048 - Maslow's Hierarchy of Needs

Copywriters Podcast ·

2018/03/19

This week's episode is a little bit different. David and Nathan do a bit of a freestyle rant on Maslow's hierarchy of needs, as it pertains to writing your sales copy. For those of you who might be unfamiliar with the topic, here's what we'll be covering. Physiological needs * consumer goods * food * clothing * shelter Safety needs * personal security * financial security * health and well being Social belonging * Fitting in * Trends * Identity brands Esteem * Status symbols * Luxury

Episode 047 - Direct vs. Indirect Leads

Copywriters Podcast ·

2018/03/12

As a journalist, I was trained to do “news stories” and “feature stories.” A news story started with a quick, curiosity-provoking sentence hinting or outright telling what the story was about. A feature story would start with an anecdote, or a startling fact, or something other than the direct subject of the story. Same as direct / indirect leads. What we’ll talk about today. Because which one you use can have a dramatic impact, positive or negative, on your sales. You need to know which one to

Episode 046 - Monster Creativity

Copywriters Podcast ·

2018/03/04

Story about recent critique client: a couple good ideas; 20. Mandy’s question about my creativity, from her podcast interview: Question 2: One other thing I noticed about reading your testimonials… your clients are impressed with how fast you come up with great ideas. He also has this ridiculous talent for coming up with copy, like, effortlessly. It would take me at least 30 minutes to come up with what he comes up with in 30 seconds. —Fran Rengel, CEO, Enrich Marketing, Inc., Austin, TX After

Episode 045 - Increasing Perceived Value

Copywriters Podcast ·

2018/02/25

Native Instruments purchase - $1200 for a hard drive filled with music software and virtual instruments. This cost me more than a lot of my guitars! I called my sales engineer at Sweetwater, Brian. What he explained to me. What I’d be able to do… what I would not have to spend… or take time learning. Suddenly, it didn’t seem that expensive. Think about what it would have cost to do that in real life. Rent Davies Symphony Hall. $2500 minimum – already more than twice what I paid for the

Episode 044 - Writing With Muscle

Copywriters Podcast ·

2018/02/18

I got this small rubber ball to squeeze to strengthen the muscles in my left hand, when I started playing guitar again a couple years ago after a 40-year “break.” You want your copy to be as strong as possible, too. Remember that good copy has a job to do… to move qualified prospects to take action. That takes muscle! Today’s episode tells you how to make your copy more muscular. Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is

Episode 043 - Finding Your Hook

Copywriters Podcast ·

2018/02/12

On June 23, 1965, a group out of Detroit called The Contours released a record which became a big hit. The tune was written by written by Smokey Robinson and Bobby Rogers, and it was called “First, I Look At The Purse.” Many other groups covered this song afterwards, including the Jay Geils Band. It’s a very interesting song… but, when it comes to critiquing copy, I have my own version. Actually, I don’t have a whole song, just a title at this point. Maybe someday I’ll write the song and then

Episode 042 - Copywriting and Magic

Copywriters Podcast ·

2018/02/05

Copywriting is a lot like magic. With good sales copy, you can hold a reader captive. You can take them on a journey and open them up a world of opportunities. You can spell out some words and cast a spell on your readers. David Allan is both a copywriter and a magician. He joins the podcast this week to share some of his knowledge with our listeners. We talk about the overlap between his two worlds, including the skills he's been able to bring over from one to the other. David reveals some of

Episode 041 - Copywriting and Sales Funnels with...

Copywriters Podcast ·

2018/01/28

How does copywriting apply to a sales funnel? David Allan joins us to break it down. We start with the 5,000-foot view by exploring what funnels are and how they work. Then, David goes over some simple rules to follow when building your sales funnels. We cover some of the most common mistakes people make when crafting their sales funnels. And David shares some of his favorite resources for people to learn more. If you're trying to build out a full-fledged marketing machine for your business,

Episode 040 - Seven Deadly Sins

Copywriters Podcast ·

2018/01/22

When I first started copywriting, I had a real disadvantage. I had been a journalist, and the underlying belief -- at the time -- was that people are rational: You simply give them the facts, for and against, and they will make a reasoned decision. So when I started to see promotions that were working based on emotional appeals that seemed foreign and bizarre to me, I didn't understand. It took a while. But eventually, I came to realize what every successful copywriter realizes: that people are

Episode 039 - Interviewing Tips for Copywriters

Copywriters Podcast ·

2018/01/15

1 Bob story "Like my family's kitchen." My experience was a little different - Jimmy Carter, Gerald Ford. I knew how to ask questions - but still hadn't learned how to ask engaging questions that helped people to open up. That's what I've spent the last 40 years learning, and I'll share what I can today with you. 0.1 Warning 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

Episode 038 - The USP Shortcut

Copywriters Podcast ·

2018/01/07

I remember when I was a kid, I asked my dad about the cigarettes he was smoking. Very sarcastically, he repeated words from a commercial: "For the best combination of filter and good taste, Kent satisfies best!" I smiled, but he could tell I didn't get his little joke. Then he said, "Seriously, David - it's because Kent has this Micronite filter. It filters out the harsher parts of the smoke." Dad, being a nuclear physicist, really bought into Kent's so-called "logical" Unique Selling Proposition

Episode 037 - Getting Into Copy Flow

Copywriters Podcast ·

2018/01/01

Have you ever see a musician who's like this unimpressive guy, sort of could fade into the background at the drop of a pin. Then he picks up an instrument, and he's like in a different universe. What happened? He'd tell you, "I got in the pocket" or "I slipped into the groove." Another way to say that is, "I got into flow." What's what we'll talk about today. Advisory 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

Episode 036 - Sales Skills For Copywriters

Copywriters Podcast ·

2017/12/23

I was at a marketing conference and ended up sitting next to a woman named Maya who had the most unusual briefcase I'd ever seen. I asked her about it and she said, I got it at the Coach store. I was planning to spend no more than $300 but the Fashion Advisor asked me some questions, and she recommended this one, based on my answers. I nodded. Then she said, I ended up spending $700. And I really hate the salespeople at the OTHER stores. But Connie wasn't a salesperson at all. She just found out

Episode 035 - Comedy and Copywriting with Kevin Rogers

Copywriters Podcast ·

2017/12/17

They say that laughter is the best medicine. It can uplift the soul. It can make people fall in love with you. But it's one of the hardest things to accomplish in writing. And that's doubly so when it comes to copywriting. Kevin Rogers is back to join us this week. Kevin has a long history of both copywriting, and stand-up comedy. He knows what works and what doesn't when it comes to injecting comedy into your sales copy, and he's spilling the beans for you to gobble up. There's a lot of

Episode 034 - Going Pro with Kevin Rogers

Copywriters Podcast ·

2017/12/11

Getting started is often the hardest thing for a new copywriter to do. That's why we invited Kevin Rogers on the podcast to shed some light on the topic. Kevin is the head of the Copy Chief community, an online resource for copywriters of all experience levels. And he brings a wealth of knowledge for newbie copywriters to the table in this interview. We cover: How to get clients when you're first starting out Classic mistakes new copywriters tend to make How to join the Copy Chief community and

Episode 033 - Copy For AFTER The Sale

Copywriters Podcast ·

2017/12/03

My friend Michael owns a sushi restaurant in my neighborhood in San Francisco. His place is one of a dozen, maybe dozens, in the neighborhood - I've never taken time to count all of them. Even though the restaurant has much more seating than your typical sushi bar, it's always nearly full at dinnertime. One day I pulled Michael aside and asked him how he got so many customers. "David, it's not all that many customers," he said. "It's that the customers I have, keep coming back." Does a sushi

Episode 032 - How to Cut Your Writing Time In Half

Copywriters Podcast ·

2017/11/26

I started teaching writing 30 years ago, and one of the biggest challenges my students always seemed to face was the amount of time it took to write. This of course was especially true for people who had to do writing as one of a few or many tasks in their businesses or their lives. Over the years, I've developed systems and techniques that help people write faster. But I've never before shared the system for writing copy faster than I'm going to share today. This one is based on some of the same

Episode 031 - What Copywriters Should Read, Part 2

Copywriters Podcast ·

2017/11/20

Copywriters are solitary creatures who spend large amounts of time alone. Yet the good ones understand quite a bit more about human motivations and behaviors than almost anyone else, including most professional psychologists. Why is that? A lot of it comes from observation and thinking about what they have observed. But more to the point, they have to… or, their copy just won't work. Last week we talked about a "core curriculum" of books people copywriters need to read. This week, we're going to

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