PODCAST

Copywriters Podcast

David Garfinkel

Copywriting lessons from David Garfinkel

business management & marketing

All Episodes

Confidence in Copywriting

Copywriters Podcast ·

2024/08/05

It’s a double-edged word that doesn’t get talked about enough.And that word is: confidence. It definitely has a bad connotation, as in “con artist” or “confidence man.” But on the flip side, and with a different meaning, it’s a very important, positive word. I would say in some very straight-laced business circles, it’s the only emotion you can talk about freely without raising eyebrows or causing questions about your strength and resolve. Most important of all, though, is that confidence

Customer Problems Create Highly Profitable Copy

Copywriters Podcast ·

2024/07/29

As a copywriter, sometimes your biggest problem is that your prospect doesn’t have a problem.Well, that’s not exactly it. Actually, sometimes your biggest problem is when you don’t KNOW what your prospect’s problem is… and how to communicate to them in a compelling way that your product can solve that problem. And if you can show convincingly that you can solve that problem better than anyone else, or in a new and unique way that’s of course different from how everyone else does it—even

Copywriting to Prospects with Money

Copywriters Podcast ·

2024/07/22

Does the world turn upside down when you are writing copy for prospects with money?The first time you do it, it sure seems that way. And there’s a good reason for that. The rules are different for writing that kind of copy. Does that mean that the core basic aspects of psychology are different for rich people than they are for everyone else? Absolutely not. The core basic aspects are virtually identical. They’re pretty much the same for all humans. But overwhelmingly, the mindset of a person

Transformation Stories That Convert

Copywriters Podcast ·

2024/07/15

In this episode, we dive into the concept of transformation in marketing, revealing why it's the secret ingredient behind successful campaigns.We'll uncover the types of transformations—physical, emotional, and social—that resonate most with audiences. Learn how to identify the most compelling transformation your product offers and how to overcome the natural resistance people have to change by highlighting the significant benefits. Discover the art of simplifying your transformation story,

Prompts That Make AI Writing Conversational, With...

Copywriters Podcast ·

2024/07/08

In theory, AI should be able to do anything you tell it, including write good copy for you.In practice, AI does what you give it instructions to do. And finding the instructions to give it that will make it write in compelling, simple conversational English… looking for those instructions has been like the search for the Holy Grail. At least for me. Until now. Three weeks ago we had our returning champion on for the first time, Jason Parker. Nathan and I got so excited that we both signed

Stories That Predict The Future

Copywriters Podcast ·

2024/07/01

It is rare that we quote baseball players on Copywriters Podcast, but today we are going to quote a great one, Yogi Berra. He said,“It is difficult to make predictions, especially about the future.” But as intrepid copywriters, we do the difficult. Actually, stories about the future are very useful and effective in copy. They’re probably not exactly what you think, though. You may be using some of the stories we talk about today, but some of them will probably be new to you. Here’s the

Pro Wrestling Storytelling Secrets, With Copywriter...

Copywriters Podcast ·

2024/06/24

If your tank is empty and you’re looking for inspiration, you could do worse than to watch a little WWE wrestling.¬ Our special guest today, Todd Jones, is quite a fan and an expert. He’s written a terrific article called “5 Lessons I Learned About Storytelling From Pro Wrestling.” Yesterday I read it. Because it’s online, it has videos to illustrate his excellent points, and I watched about half an hour of high points in the sport, dating back all the way to 1981. Most of the clips are much

How Jason Parker Made AI Write Really Good Copy

Copywriters Podcast ·

2024/06/17

I really didn’t believe it was possible—that AI could crank out compelling copy in a conversational, persuasive voice. But I reconnected with my old mentoring client Jason Parker last week. By “old,” I mean it’s been over a decade since we worked together. He’s not all that old himself. Me, that’s another story. When he showed me what he’s come up with, I didn’t believe my eyes at first. But then he showed me how he was doing it. And, with no background material other than the book title, he had

Beware The Curse Of Knowledge

Copywriters Podcast ·

2024/06/10

When you talk about your product and you get that deer-in-the-headlights look, what gives?In the best of all worlds, it’s simply that the prospect doesn’t understand what you’re saying. And that very much could be because you’re the man or woman who knows too much. I’m talking about the curse of knowledge—when you’ve gotten all this expertise, which you needed, but you forgot to take the next step of simplifying it and putting it into appealing marketing language so your prospect can instantly

The Incredible, Versatile Origin Story

Copywriters Podcast ·

2024/06/03

First weekend in May, the #1 show on Netflix was an origin story. Not a real origin story, but a total fabrication for comedy purposes. It was a movie called Unfrosted. It’s important for copywriters for a couple of reasons. The first is the power of a product name. The movie was a totally fictional story about how Kellogg's popular toaster pastries became a hit in grocery stores. It's hardly a spoiler to tell you the name they settled on that led to the big bucks: Pop-Tarts. How they got

New Ways To Open Your Copy With A Story

Copywriters Podcast ·

2024/05/27

Every day it gets worse–the struggle to get people’s attention.It’s always been hard, but never like this before. Too many things and people are competing for our attention at any given moment. This may seem like a particular problem for copywriters, since we’ve been trained to start every message with a headline or a subject line. Nothing wrong with that, but there is a way of using words that is scientifically proven to get and hold attention better than anything else. And that’s a

Nightmare Clients And What To Do About Them, with...

Copywriters Podcast ·

2024/05/20

Time to talk about a taboo subject that needs to be discussed: The truly awful clients copywriters inevitably get, and how to set things right with them (or make a Quick Draw McGraw exit)! We’ve all had them. That can’t be changed or avoided. But what to DO about them? That can be learned, from an expert who’s been there, done that, and figured it out! Our special guest today is A-List Copywriter Kim Krause Schwalm, author of the great new book Client Badassery Secrets: How Copywriters Can

Jack Turk’s Killer Copy Checklist

Copywriters Podcast ·

2024/05/13

After you’ve finished your copy, how do you know that you got everything right and haven’t left anything out? There are several good ways to double-check, but I don’t think there’s one more fun than Jack Turk’s Killer Copy Checklist. It’s an 8-page PDF, written and presented like a comic book. But it’s serious stuff, in an easy-to-take form. Today Jack’s going to tell us about the checklist and make it available to you free… free… free of charge. To understand why this is such a good

When You Should Set Up An Agency, With Andy Strote

Copywriters Podcast ·

2024/05/06

If you’re a copywriter and you’re itching to build a business, what should you do? You probably have many options. But if you’d like to know whether building your own agency is the right way to go, we have some valuable information for you. Today’s guest, Andy Strote, has built two agencies. The first one, Fireworks Creative, grew from 2 to 30 people in five years. Andy and his partner sold the agency to a large company called Cognicase. Six months later, he started another agency with one

5 Ways To Make Any Story Stronger

Copywriters Podcast ·

2024/04/29

Once you can start using stories effectively in your copy, you have for all practical purposes developed a marketing superpower.But don’t stop there. Because the difference between a story and a STRONG story can be the difference between high-test gasoline and rocket fuel. One will get you there faster… but one will get you there a lot faster, and go a lot further! Strong stories are the rocket fuel in your sales copy. And we’re going to talk about 5 ways to make any story stronger

Building A Fortune From Scratch, With Aaron Gentzler

Copywriters Podcast ·

2024/04/22

If you wanted to build your own home from scratch, it would be a good idea to talk to someone who’s done that, right? Same thing with a sales funnel that generates a level of income you can barely imagine. How do you build one? My advice is: Listen to our returning champion, Aaron Gentzler. Because he’s been there and done that. Multiple times. For example, Aaron led a team in growing a newsletter business by a factor of 12, from $4 million to nearly $50 million a year. Another example:

Video Ads - Old Masters Board Meeting

Copywriters Podcast ·

2024/04/15

Today we have a special edition of the Old Masters Series.I’ve convened a “board meeting” of six of our favorite Old Masters: David Ogilvy, Vic Schwab, Joe Sugarman, Gene Schwartz, Claude Hopkins and John Caples. If you’ve read Think and Grow Rich, you know how Napoleon Hill used to have imaginary meetings with dead presidents? Well, this one’s like that, but a little different. I’ve taken actual quotes from these six featured Old Masters and organized the quotes into three categories, to

5 Entertaining Ways To Increase Sales

Copywriters Podcast ·

2024/04/08

Last week we had A-List Copywriter Donnie Bryant on to tell us that the era of salesmanship in print is over for copywriting, to be replaced by showmanship in print.He added that knowing how to sell is still a top priority, but today it’s almost imperative that you do it in an entertaining context. Donnie’s right. We’re in an entertainment era, that’s for sure. A couple days ago I was watching a Pulitzer-prize-winning reporter from the Washington Post describe some major breaking news with her

Showmanship Not Salesmanship, With Donnie Bryant

Copywriters Podcast ·

2024/04/01

For years, copywriters have been bowing down to a pivotal moment in copywriting history when John E. Kennedy revealed to Albert Lasker that advertising is, in fact, nothing more than “salesmanship in print.”That happened in Chicago in the early 1900s. Today, a modern-day copywriting visionary from Chicago, Donnie Bryant, says it’s time to update the definition. Donnie is our returning champion. He was on a couple months ago to talk about his great new book, Subject Line Science. But this

AI In The Trenches, With Aaron Gentzler

Copywriters Podcast ·

2024/03/25

If you’d like to know what goes on behind the scenes in the world of financial copywriting, our guest today has the inside story. Aaron Gentzler is CMO of Mauldin Economics, a major financial publisher based in Northern Florida. He’s been in the business since 2006 and tells us about his own journey, as well as some of the experiences he’s had training and advocating for younger copywriters.Just as important, he’ll let you know what he has seen that spells bad news for people trying to get their

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Copywriters Podcast

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