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Breakthrough Marketing Secrets
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- Write in a Clear and Simple Way [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210608 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)This might be hard to believe…But I used to be proud that my writing was almost impossible to read.Seriously.When I was in school, I thought it was a marker of my intelligence.And maybe it was…To the academic crowd.Honestly though, I’ve come to believe the opposite…Thick writing is a sign of intellectual laziness…Truly intelligent people are able to take really complex concepts…And simplify them…All the way down to the level that a kid can understand it.This is 100X as important with copy.Because your prospect won’t respond to what they don’t understand.So it’s on you to make it as easy as possible for them.https://youtu.be/HzBZntIA94g (Check out today’s episode for the essential copywriting skill of writing in a clear and simple way...)Yours for bigger breakthroughs,Roy Furr26 min
- Establish Buying Criteria [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/value-first-funnel-strategy?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210608 (The Value-First Funnel Strategy)https://www.btmsinsiders.com/courses/high-velocity-copywriting?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210608 (High-Velocity Copywriting)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210608 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)http://www.freescientificadvertising.com (FREE Scientific Advertising by Claude Hopkins)http://www.ultimatesellingstory.com (Roy’s Book The Ultimate Selling Story)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)Do this right, and it makes your offer the ONLY choice your prospect wants to make…I consider this to be one of my most powerful skills as a copywriter.And yet, it isn’t talked about much.It’s thinking you put in BEFORE you write the copy.It’s thinking I’ve built into so much of how I assemble my messages.This thinking sets it up so your prospect HAS TO choose your offer if they want their problem solved...It’s establishing buying criteria.Essentially, you’re giving them a shopping list.It’s what a solution needs to be worth buying.And it just so happens that it matches your solution perfectly.Which, when you do it right, makes the sale inevitable.https://youtu.be/qdzyVQc5tKo (Check out how to establish buying criteria for your offer, an essential copywriting skill.)Yours for bigger breakthroughs,Roy Furr23 min
- Essential Marketing Skills for CopywritersLinks related to this episode:https://www.btmsinsiders.com/courses/the-most-valuable-customer-strategy?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210607 (The Most Valuable Customer Strategy)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210607 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)https://amzn.to/3vRKRod (Book: Ready, Fire, Aim)https://amzn.to/3isOn4m (Book: Getting Everything You Can Out Of All You've Got)https://amzn.to/3uQeKE8 (Book: 80/20 Sales and Marketing)https://amzn.to/3fXIGtT (Book: Play Bigger)https://amzn.to/3z7uANN (Book: No B.S. Direct Marketing)https://amzn.to/3cmCdGC (Book: Systemology)https://www.breakthroughmarketingsecrets.com/ask (Ask Roy Your Question)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)“What are the essential business and marketing skills that a copywriter must know about?”That’s the question I got from Sean, that I answer in today’s Mailbox Monday episode.I’ve often talked about how valuable it was for me as a copywriter…To have actually worked in and run a marketing department for years before going out on my own as a copywriter.Learning these marketing skills are a large part of why I’ve become so successful...And frankly, why I’m so much more valuable as a copywriter than others who focus on just the writing.Learn these principles.Learn these strategies.Start with today’s episode.Then go deeper.https://youtu.be/O82b7Id8yUw (These marketing skills will make you a much more valuable copywriter.)Yours for bigger breakthroughs,Roy Furr22 min
- Present Transformational Benefits [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/sleight-of-pen?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210604 (Sleight of Pen Copywriting Training)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210604 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)Past the lands of FEATURES and BENEFITS is the realm of TRANSFORMATIONS…And you’re getting very close…Close to a time when you’ve already discovered how to take your prospects there…You show them the product or service, sure…Its features, and benefits...How their problem is solved...And their desires, fulfilled..And then you give them an incredible experience…The experience of their wish, fulfilled...You take them to that time in the future when their life has already been transformed…And how their decision to take you up on your offer has created a brand new destiny…A new life, with new fulfillment…A life they desire, and would never want to give up.And in imagining this, they can’t help but buy, so they don’t lose touch with this vision.That’s the brand new copywriting and persuasive power you unlock in today’s episode.https://youtu.be/dN84lnKUV5Q (Discover how to write better copy with transformational benefits...)Yours for bigger breakthroughs,Roy Furr24 min
- Tell a Selling Story [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/story-selling-master-class?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210603 (The Story Selling Master Class)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210603 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)http://www.ultimatesellingstory.com (Get Roy’s book, The Ultimate Selling Story)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)I’ve fallen in love with using stories to sell as a copywriter…I used to be very logical. I still remember a promo that tried to lay out “The 7 Critical Steps to Launching Your Copywriting Business.” Or something like that.It was maybe a good list for a 1,000-word article.But trying to turn it into a full sales pitch was boring.And my copy chief, who knew what people would respond to, basically declared my pitch DOA — dead on arrival.My next promo was story-based — and it was HUGE…It wasn’t even that much of a story. But there was enough of a story element to tie the whole thing together, and make it interesting to read.And I was able to highlight the product in a much more powerful way, because of the story.There was no rational brain filters shutting down every claim and promise. It was just very emotional and compelling.And it broke a big sales record at the client, and my new record stood for years. I think in the end it made a hair over a million dollars, too.I’ve gone on to write many more story-based promos that have made millions for clients. Including one that I riff on a bit at the end of today’s episode.https://youtu.be/TETjCOG29TQ (Check today’s episode for the essential copywriting skill of telling a selling story...)Yours for bigger breakthroughs,Roy Furr26 min
- Communicating Emotion [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/emotional-direct-response-copywriting?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210602 (Emotional Direct Response Copywriting)https://www.btmsinsiders.com/courses/story-selling-master-class?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210602 (The Story Selling Master Class)https://www.btmsinsiders.com/courses/sleight-of-pen?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210602 (Sleight of Pen Copywriting Training)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210602 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)http://www.ultimatesellingstory.com (Get Roy’s book, The Ultimate Selling Story)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy )https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)Can you make me — your prospect — FEEL your emotions?Can you make me feel the depth of despair you felt when you were struggling to solve your problem?Can you make me feel the relief and joy you felt when the problem was finally solved?Can you take me along for your lowest lows, and your highest highs?And then can you tie that journey back to the offer you’re going to make me?Communicating emotion is an absolutely essential copywriting skill, if you want to be truly great…But it’s not about the words, or describing emotions at all.It’s about something deeper.More powerful.More profound.And when you do it right, your prospect will be completely open and ready when you back up the emotion with the logic behind their purchase.https://youtu.be/yx-pMgQ1Zd0 (Discover how to communicate emotion in your copywriting in today’s episode...)Yours for bigger breakthroughs,Roy Furr15 min
- Write Compelling Headlines [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/monthly-insiders-calls?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210601 (Writing Powerful Bullets and Fascinations: December 2020 Monthly Insiders Call)https://www.btmsinsiders.com/courses/high-velocity-copywriting?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210601 (High-Velocity Copywriting Training)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210601 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)Today’s episode is a massive value-bomb of headline-writing goodness…And no, I didn’t just rehash the same 100 proven headline formulas (though I will show you how to use them better)...Instead, I go deep into how to write compelling headlines like a true A-lister…WITHOUT making your advertisement, marketing message, sales letter, VSL, landing page, or other piece of copy look and sound like everyone else’s.And this is important, because...The same ad, with a better headline, can generate 2X to 10X the sales…It’s a truism in marketing…Backed up by split tests repeated over decades.The same ad with a new headline suddenly has new life and new profitability.But how do you write compelling headlines?https://youtu.be/nTHcEm6kO5c (Check out today’s episode for the essential copywriting skill of writing headlines...)Yours for bigger breakthroughs,Roy Furr35 min
- Speak to Current Market Awareness [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/high-velocity-copywriting?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210528 (High-Velocity Copywriting Training)https://www.btmsinsiders.com/courses/value-first-funnel-strategy?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210528 (The Value-First Funnel Strategy)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210528 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)https://www.breakthroughadvertisingbook.com (Get Breakthrough Advertising by Eugene Schwartz)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)This is a HUGE lesson from one of the greatest copywriters of all time...In Breakthrough Advertising, Eugene Schwartz introduced the market awareness spectrum.Fundamentally, every market — and every person in a market — goes through different stages of awareness as they get ready to buy.If you know how to speak to the current level of awareness…And take them to the point where they are ready to buy…You have the keys to the kingdom.Today’s episode goes DEEP into this essential copywriting skill…Not just what the market awareness spectrum is…But how exactly to make your copy work with it…To help you tap into the biggest, most profitable markets.This is the secret to being able to advertise profitably to cold audiences — which is the pinnacle of copywriting and the most valuable marketing skill.https://youtu.be/f4Cjezde7Y0 (Check out how to speak to current market awareness in your copywriting...)Yours for bigger breakthroughs,Roy Furr22 min
- Present Your Offer [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/high-velocity-copywriting?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210527 (High-Velocity Copywriting Training)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210527 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)You’ve hooked their attention, you’ve built their interest and desire with your pitch, and now it’s time to close the sale…Every copywriter must know how to write offers.But it’s not just about presenting the features of your product.Far from that, in fact.There’s so much that goes into the offer that can only accelerate the path to the sale, when you do it right.Which is why…This is one of the essential copywriting skills for beginners and pros...In fact, we’re up to Episode #3 in this special series.And even by the time you’re done with this episode, you have the entire foundation for create a message designed to generate response.And from here, the rabbit hole will only go deeper.https://youtu.be/ieYrBOAALlc (Check out today’s episode for how to present your offer...)Yours for bigger breakthroughs,Roy Furr24 min
- Make Your Pitch [Essential Copywriting Skills for Beginners & Pros]Links related to this episode:https://www.breakthroughmarketingsecrets.com/ecs (Get the full Essential Copywriting Skills series here)https://www.btmsinsiders.com/courses/story-selling-master-class?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210526 (Story Selling Master Class)https://www.btmsinsiders.com/courses/monthly-insiders-calls?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210526 (The 6-Step Belief-Shifting Framework: March 2021 Monthly Insiders Call)https://www.btmsinsiders.com/courses/high-velocity-copywriting?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210526 (High-Velocity Copywriting Training)https://www.btmsinsiders.com/bundles/btmsinsiders-all-access-pass?utm_source=btms-dailyandutm_medium=emailandutm_campaign=20210526 (BTMSinsiders is like Netflix for Copywriting and Marketing Training — Stream all of Roy’s training for one low monthly fee)https://www.youtube.com/user/royfurr?sub_confirmation=1 (Subscribe to Roy’s YouTube channel)https://breakthroughmarketingsecrets.captivate.fm/listen (Subscribe to the Breakthrough Marketing Secrets podcast)https://www.breakthroughmarketingsecrets.com/work-with-roy/ (Work With Roy)https://www.breakthroughmarketingsecrets.com (Get Roy’s Daily Emails)This is probably the most important part of copywriting…It’s the pitch…In most direct response markets, this all takes place before you introduce your product, service, or offer.It’s how you build that bridge from, “I have a problem,” to “This person has the solution and I don’t care what it is I’m ready to buy…”If you nail your pitch, your prospect is ready to buy before they even know what you’re selling…Today’s episode is dedicated to helping you do that.It’s Episode #2 in my series on Essential Copywriting Skills.And frankly, it could be the most impactful of all on your bottom line profits, from all the copywriting you do.https://youtu.be/_x1LR0h7WyM (Check out today’s episode on the essential copywriting skill of making your pitch...)Yours for bigger breakthroughs,Roy Furr18 min
About Breakthrough Marketing Secrets
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Why the heck would you subscribe to Breakthrough Marketing Secrets?
Because you'll get proven direct response marketing, copywriting, and entrepreneurship success strategies you can use today... To write your own ticket and create the life, business, and career you want.
The show's host, Roy Furr, has been in the trenches of entrepreneurial marketing since 2005... Creating winning campaigns, breaking sales records, and generating windfall wealth. Thanks to these copywriting, marketing, advertising, and business strategies.
Online, offline, on the internet and beyond, the principles, strategies, techniques, and tactics that Roy teaches just WORK for generating leads, customers, sales, and profits. The only question is, will you use them and make them work for YOU?
And since 2014, he's been sharing his experience DAILY at www.BreakthroughMarketingSecrets.com. (You can and should sign up there for updates and exclusive content for email subscribers.) First it was a daily email and article. Then a daily YouTube video. And now you can get the audio excerpts of the Breakthrough Marketing Secrets daily videos in podcast form.
At this point, just stop reading and subscribe already. Try a few shows and decide for yourself how valuable you find it.