Copywriters Podcast

The big secret of success, whether it’s in investing… in professional sports… or in copywriting, is one in the same: A focus on, and a mastery of, the fundamentals.
The legendary basketball player Michael Jordan put it this way: “Get the fundamentals down and the level of everything you do will rise.”
We’ve never done a show that just focused on copywriting fundamentals, so what better time than now?
And one of the best sources of an expert list of the fundamentals is John Caples, in his book Tested Advertising Methods. There was nothing fancy or intellectual about what Caples said or did, and yet he was one of the greatest direct response copywriters of all time.
So our Old Masters Series turns to the late John Caples for source material. Based on his book, we’ve put together a list of fundamentals that everyone should remember and practice.
It’s easy to forget or get distracted by the latest shiny object, but ultimately, to win, you always have to go back to the fundamentals.
That’s what we’re going to do today.
RESOURCE:
Tested Advertising Methods, 5th Edition
https://www.amazon.com/gp/product/0130957011

Our returning champion is Clive Cable, who was here a few weeks agotalking about his new book Neurocopy.
As Nathan and I got to know Clive a little better, we found out he hasbeen doing a LOT with AI and copywriting that frankly we haven’t seen anyoneelse do.
For example, he has a story-lede generator that comes up with a big idea for asales letter or VSL, and then writes a unique story lede to start the piece.
Clive’s created a bot that writes like Gene Schwartz–but he only uses itto write the FIRST PART of a piece of copy. He has another bot that writesprobably the best kind of close he’s ever seen.
And he’s taken research to a whole new level using AI.
Beyond that, he’s taken the late Chris Marlowe’s brilliant 21 questionprocess for creating copy briefs, and automated it using AI.
And there’s even more.
Clive is putting together an agency to help copywriters and companies,using his suite of AI tools, to do one of four things:
1. Beat a control
2. Do in-depth research
3. Figure out why something’s not working, and
4. Write brand-new copy, right out of the box.
We’ll talk later about how you can reach out to Clive if you’d like tofind out more about what he’s doing.
But for now, you might want to know Clive got started as a door-to-doorsalesman, offering home improvement products and services for as much as$25,000 a pop–and closing an amazing two out of every three people he talkedto.
He’s also an experienced copywriter, and has generated over £40 million,which is over 50 million dollars, across 12 different industries.
Clive also built a supplement company that generated £24,000 a month,selling products including colloidal silver, prebiotics and aerobic oxygen.
We’ll dig into what Clive’s doing with his virtual AI copywriters.
https://clivecable.com/

Dante Aligheri was a copywriter kind of guy. Rather than write in the stuffy, formal Latin which is what everyone else was writing in the 14th century, he wrote in the home boy people’s language of Tuscan.
Dante’s masterwork was The Divine Comedy, and his last line was
“L'amor che move il sole e l'altre stelle”
Translated into English, he’s talking about Love–the kind of love that moves the sun and the other stars.
Thus proving that even in medieval Italy, LOVE was recognized as the most powerful motivating force in the Universe.
Yet, how do we tap into that in our copy and take advantage of this irresistible force.
Today’s extremely special guest, Nathan, is here to tell you. Of course you already know Nathan extremely well as the co-host and producer of Copywriters Podcast.
But today he’s going to step out of the virtual control room to tell you how to make your prospects fall in love and obsess over your offer, which is something you really need to know, once you think about it.
Nathan's website
https://cultishcontent.com/

It’s a full-blown crisis. As if writing copy wasn’t hard enough, there’s a new demand falling on the plates of copywriters more and more.
And while maybe it’s not fair, it IS real. And it’s important that you know about it, and know what to do about it.
Good news. We’ve got just the person to explain what it is and how to come out ahead, looking like a million bucks and being a hero, whether you wear a cape or not.
The crisis is one of Design. These days, just as more and more is being expected of copywriters on the word and strategy side, so is more being expected on the Design side.
That doesn’t mean you have to be a full-fledged designer to get copy jobs. You don’t.
But you do need to know your way around what a well designed ad or web page looks like.
And there are details you need to understand and offer ideas about.
And our very special guest today and returning champion, Lori Haller of Designing Response, is here to sort it out and straighten it all out for you.
Lori works side by side with many of the greatest copywriters of our time to help create control-beating packages, for clients like Boardroom, Healthy Directions, Dr. Al Sears, Nutri-Health, KCI Communications, and Agora.
She has coached clients around the world, and she is an in-demand speaker and trainer.
I’ve only scratched the surface of Lori’s incredible and long list of credentials. You’d be hard pressed to find someone who knows more or who has done more.
Her company, DesigningResponse, based in Germantown, Maryland, has built a reputation for creating award-winning, sales-generating direct mail, online promotions, space advertising, and product development.
She knows from up-to-date information in the field what are the new demands and expectations being placed upon copywriters. And she will talk about that today.
Lori’s website:
https://lorihaller.com
Reach Lori directly on LinkedIn:
https://www.linkedin.com/in/lori-haller-b2840717

These days people talk about neurochemicals a lot. Chemicals like dopamine, and cortisol, and the love chemical, oxytocin.
I’ve always wondered how these chemicals are affected by copy, and how much it matters.
So imagine my surprise when I discovered what our very special guest was doing! His name is Clive Cable, and he’s not only written a book about this, he has a complete system to evaluate copy based on the neurochemistry the copy will cause, and the buying behavior that chemistry will lead to.
The book is called Neurocopy, and it’s the first systematic work I’ve ever seen that shows how copy stimulates certain chemicals, and how those chemicals make people want to buy.
Clive is a trailblazer with his pioneering work. But I want to make it clear that he’s not some ivory tower guy sitting in a white coat in a lab measuring blood levels of dopamine and endorphins with a clinical chemistry analyzer.
No, Clive’s one of us. He got started as a door-to-door salesman, offering home improvement products and services for as much as $25,000 a pop–and closing an amazing two out of every three people he talked to.
He’s also an experienced copywriter, and has generated over £40 million, which is over 50 million dollars, across 12 different industries.
Clive also built a supplement company that generated £24,000 a month, selling products including colloidal silver, prebiotics and aerobic oxygen.
All of which to say that nothing he says about the process of buying and selling is theoretical. He’s lived it and he lives it.
And he’s a great salesperson!
I can also say that after I read through his book, I started to feel the effects of cortisol, which is a feeling of high stress, right before high-stakes events, and the effects of endorphins, which is a feeling of relief and satisfaction, after those events ended well.
There’s a lot more to all this, as we’ll find out today.
Link to get Clive’s new book, “Neurocopy”
https://www.lulu.com/shop/clive-cable/neurocopy/paperback/product-w4qjdmn.html