Copywriters Podcast

At the highest levels of copywriting, big financial publishers ask copywriters to do a “re-lead” when they want to increase conversion on a proven offer. What’s that? A re-lead is basically a reframing of the intro to a sales letter, in the hopes that the reframing will spur greater sales. And it’s probably no coincidence that when my mentoring clients show me copy they’re having trouble with, the first thing I look at is the headline and lead. A revamping of those two things — the beginning of the sales letter — will fix a conversion problem more often than any other fix. Today, we’re going to take a systematic look at three ways to reframe your headline and lead, in search of greater conversions. It’s a great way to start the New Year! Just as this is a great way to start copywriters podcast: d.]]>

You could say the purpose of a sales funnel is to create desire that leads up to a sale, but these days, if that’s what you say, you’ve left out an important part. A part that very well could make the difference between a sale and no sale. With trust in general at such an all-time low and the feeling of isolation so rampant, people want a little more. They want to feel like you, as a business or a businessperson, care. Both about them personally, and the things they care about. You don’t need to be the personal Oprah of their very being. You’re not granting them wishes or completely improving every aspect of their lives. But if you’ve got a good offer, you’re improving some aspect of their lives. And if you can create a relationship in your messaging that includes the spirit of caring, your sales will do much, much better. Here’s a recap of what we’ll cover on this episode: -First Contact: Making the Right First Impression How to identify and speak to your prospect's immediate pain point Creating an irresistible entry-level offer that proves your value Writing headlines and leads that filter for qualified prospects -Trust Building: Using Proof Effectively Structuring testimonials for maximum believability Demonstrating authority without bragging Using specific numbers and results to overcome skepticism -After The Sale-Keeping The Customers Happy Writing follow-up sequences that reinforce buying decisions Creating quick wins to build momentum and satisfaction Setting expectations for the next offer in the sequence -Moving Customers Up Your Price Ladder Timing and positioning your next offer Using past purchase history to personalize future pitches Building exclusivity and status into higher-tier offerings d.]]>

Our returning champion is Brenna McGowan, the master of the pre-launch. Today she’s going to tell us about a special pre-launch technique called Anticipation Marketing™. Perhaps the best advantage it gives you is it puts you front and center in your prospects’ minds, and at the same time gets them eagerly looking forward to getting the full details about what you’re going to launch. Maybe even more important is that it revolves around one word: Trust. As we’ve talked about here before, and as you know, right now trust is at an all-time low. Lots of reasons for this, but you don’t want low trust to interfere with your launch. Anticipation Marketing helps you build trust by gradually getting them familiar with your new offer, in an unobtrusive and exciting way so they just can’t wait for the launch itself! Your free personalized launch calendar from Brenna: https://brennamcgowan.co/launchcalendar d.]]>

It’s the day before the day of the night before Christmas as we put this on the air, and a very unknown year looms ahead. One thing for sure, no matter what happens: The market will be more unforgiving in 2025 than it was in 2024. Why? It’s simple. Competition keeps growing. So does impatience among almost all consumers, and mistrust among many of them. What this means to you, as a copywriter, is now more than ever, you can’t afford to do a half-assed job on your copy. Sounds pretty bleak and terrifying, I know. But wait? What’s that whooshing sound? It’s Copywriters Podcast to the rescue! You see, we’ve put together 10 absolute “musts” for your copy to give it the tippy-top chance of converting to a sale. And we’re going to share all of them today on the show, and even in the show notes so you won’t forget anything. Here are the 10 MUSTS: 1. Remember your copy is about your prospect and how your product will improve their life. It’s not about you, your business, or your product. 2. Make a list of the biggest objections, starting with the strongest and most common. Make sure your copy answers every one of the objections. 3. Write drunk, edit sober. Don’t literally get drunk. Just go wild when you write. Put all your passion and intensity into it, and dial it back when you edit. 4. Sell results, not the process it takes to get the results. You can explain the process briefly later on, but focus on the results for the prospect. That’s what they’re buying. 5. Use the word “you” and at least twice as much as the words “me,” “my” “us” “ours” and your company and product name. We have two ears and one mouth for a reason. 6. Close all your loops. If you mention a problem, solve it. If you make a claim, prove it. Loose ends that don’t get tied up lead to sales that don’t get closed. 7. Use people in your copy. Don’t say, “helps build muscle.” say, “Helped Bob pack on 10 pounds of muscle.” 8. Use proof early and often. Right away if you can. People are skeptical and proof helps them relax so they can feel good about buying. 9. Use lots of white space. One sentence paragraphs sometimes. Maybe all the time. Make it easy to read. 10. Write your headline last. Sometimes you don’t really know what your copy’s about until you’ve written it. You’ll have a better headline if you know what it’s leading to before you write it. d.]]>