Today we’re going to talk about an emotion that gets short shrift in copywriting, but I believe is the most powerful of all when it comes to motivating people.

That emotion is: Envy.

It’s controversial, because there are so many prohibitions against it.

We’ll talk about those today.

But it’s also widespread, from solopreneurs to marketing from the largest corporations in the world. Some observers have suggested, for example, that Apple is expert in making its products objects of aspirational desire by creating envy, subtly, in its ads.

We have a lot more examples of envy in marketing, some of them very concrete, in today’s show.

To find out more about coaching: https://garfinkelcoaching.com
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How do you put together a seven, eight or even nine-figure promotion?

(Just in case you weren’t sure, “nine figures” means north of 100 million dollars. And yes, you’re about to meet someone who has written a promotion that took in more than $100 million.)

But in fact, there are precious few copywriters who have done all this and will tell you how. However, our special guest today is one of the few who can, and will—and he’s Henry Bingaman.

All told, Henry’s copy has generated well over $300 million. He’s written blockbusters for Newsmax, Natural Health Sherpa, and Money Map Press, as well as other top publishers.

And just as important to me, Henry is both trusted and feared by those at the top.

I can’t think of a better way to demonstrate trust than by what top copywriter Marcella Allison said: “I practically have Henry Bingaman on ‘speed dial’. Seriously. Whenever I’m faced with a difficult choice, or major business or career decision, he’s the first person I reach out to!”

And as for fear, it’s the right kind. The legendary late Clayton Makepeace said, “Henry is on the short list of copywriters I would never dream of going up against. He really is that good.”

So now you know a little about Henry. But what you’re going to hear about on today’s show is Henry’s awesome Seven Stories method for writing powerful, long-lasting, chart-topping sales letters and VSLs.

Free bonus from Henry: “8 Questions To Discover Your Big Idea”

https://www.henrybing.co/idea/

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You can have the greatest product, the greatest headline, the greatest targeting, the greatest offer, and the greatest price.

But you know what’s going to torpedo your entire promotion in a New York minute?

It’s: if your prospect doesn’t believe you.

We covered one aspect of believability last week, but we have some fresh tips today.

Because believability is the pass/fail test every ad must pass in order to work.

Period.

But that’s not the end of the story.

In today’s Old Masters Series episode, we draw on the considerable wisdom of the great John Caples, and a new book I just found out about.

Unlike the classic Caples work Tested Advertising Methods, this book is readily available on Amazon for the low, low price of $8.86. And the Kindle is even less.

It’s called Making Ads Pay, and it’s worth far more than the asking price.

In this book Caples has a whole chapter on making ads believable. We’re going to talk more about that today.

Making Ads Pay, by John Caples: https://www.amazon.com/dp/048648601X

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You can have the greatest product, the greatest headline, the greatest targeting, the greatest offer, and the greatest price.

But you know what’s going to torpedo your entire promotion in a New York minute?

It’s: if your prospect doesn’t believe you.

Believability is the pass/fail test every ad must pass in order to work.

Period.

But that’s not the end of the story.

In today’s Old Masters Series episode, we draw on the considerable wisdom of the great John Caples, and a new book recommended on twitter/x by a current copywriting master and friend of the show, Doug D’Anna.

Unlike the classic Caples work Tested Advertising Methods, this book is readily available on Amazon for the low, low price of $8.86. And the Kindle is even less.

It’s called Making Ads Pay, and it’s worth far more than the asking price.

In this book Caples has a whole chapter on making ads believable. We’re going to talk about that today.

Making Ads Pay, by John Caples: https://www.amazon.com/dp/048648601X

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What do the world’s most experienced, successful copywriters really think? What if I could get them all together in one room and ask them to share their best ideas and techniques on specific copywriting topics they know most about?

If you’ve ever wondered those things, you’re not alone. Our special guest today, Jack Turk, wondered the same thing.

And next week, he’s going to give you an answer, at no cost to you, to hear what some of the world’s top copywriters have to say. Including David Deutsch, Dave Dee, and another David, I can’t remember his name right now.

Plus many more!

Jack’s going to tell us all about it midway through the show. You should know he has decades of experience writing for the big guys, like Microsoft and Kodak. Plus many smaller businesses including dentists, attorneys, even magicians.

As the voice of Dan Kennedy at GKIC and of many other high-profile thought leaders, Jack’s sales copy has generated millions upon millions of dollars.

Plus, he’s now known as the world’s FASTEST Copywriter.

You can sign up for free access to the Copywriting Summit here:

https://go.360summits.com/t?orid=579093&opid=150

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When you’ve got to make a pitch to a prospect, whether in person or in writing, you face a weird paradox:

The more successful the prospect, the less time they have for you.

Cramming a ton of benefits into a short pitch tends to work against you. Who can process all that data in such a short period of time.

Lucky for you, there’s another way. It’s called “stacking microstories.” Today I’ll show you how to put together a complete pitch that takes less than five minutes to deliver. You can use this for any product or service.

You could put it in an email or on a sales page. And you could deliver it in spoken form to a prospect.

I’ll give an actual demo of a microstory stack that takes far less than 5 minutes, so you can see for yourself how this works.

Get The Persuasion Story Code here: ‪

https://www.amazon.com/Persuasion-Story-Code-Conversational-Storytelling/dp/B0CFCVDZ7T

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If you’re thinking hiring a copywriter OR you’re

considering getting a coach, you might be wondering:

What can a copywriter do for me that a coach can’t?

And vice-versa: What can a coach do for me that a

copywriter can’t?

Coaching and copywriting are two professions that have grown impressively over the last 20 years. The Internet and a fast-changing world have a lot to do with it.

But a lot of people are unclear on what they do and what kind of results they provide. Because while both copywriters and coaches are in the business of helping people get what they want, the ways they go about it are as different as night and day.

Today our special guest is Sean McCool. He’s been writing hard-hitting, high-earning sales letters for large publishers like Agora and Stansberry Research for 15 years, plus he’s worked for a lot of smaller direct-response oriented businesses, too.

The important thing to know up front is Sean is also a life coach with clients including actresses, children’s book writers, entrepreneurs and even a member of the World Martial Arts Hall of Fame.

So, like me, Sean is a coach as well as a copywriter. I thought it would be fun to talk about the similarities and the differences. One thing it will do for you as a viewer or listener is put into sharp relief what copy can and cannot do for you… and whether you should be on the lookout for a coach yourself.

Sean’s website is: https://seanmccool.com

And you can find his podcast here: https://persuasionbythepint.com/

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When you start a launch, do ripples of fear tie your

stomach up in knots, because you feel like you’re

starting from zero and you feel you’ve got way too far

to go, and not enough time to get there?

It’s a common problem, and one today’s guest set out to solve. Brenna McGowan is a launch strategist, copywriter and the creator of what she calls “Anticipation Marketing.”

She’s developed a system so the water is warm even before you jump in to start your launch. She has a complete pre-launch strategy that comes before the launch, and her clients have tripled and even quadrupled sales as a result of using the pre-launch approach Brenna recommends.

I was introduced to Brenna by Joshua Lee Henry, who you’ll remember from many shows he’s been on here. Joshua Lee told me that Brenna read my book The Persuasion Story Code and told Joshua Lee that many of story types mentioned in the book were central to her pre-launch strategy, which she’s going to tell us about today.

To get Brenna’s pre-launch cheat sheet, go here:

https://brennamcgowan.co/cheatsheet/

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When you sit down to write an email, you are presented with a barrage of questions and problems. Not only how to get it opened, but how to get click-throughs. An even bigger problem which most people don’t deal with is, how does your subject line affect the number of sales you ultimately make?

Our guest today, returning champion Donnie Bryant, has spent a lot of time thinking about these questions—and a lot of time rigorously testing different approaches to come up with some definitive answers. Donnie has written a great new book, “Subject Line Science,” which we’ll talk about today.

To refresh your memory, since it’s been three years since Donnie was on the show, Donnie has generated over $130 million for his clients, which include Agora Financial, Dan Kennedy's GKIC and Early to Rise. He's shared the stage with copy legends like Parris Lampropoulos, Clayton Makepeace and the other David, David Deutsch.

Today Donnie is going to zero-in on his current focus, which is email subject lines. I’ve read his book and you should too—I’ve learned a lot. But even before you see his book, you’re going to learn plenty on the show today.

Get Donnie’s book here: https://subjectlinescience.com/

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What do you do when copy is coming in fits and starts… or, worse than that, you are staring at a blank page, which is staring back at you?

Our returning champion today, Dr. Doug Pew, has some answers for you. What he has to say is information and specific steps you’ve probably heard nowhere else before.

And Doug should know. He’s written music performed at Carnegie Hall and an opera that was featured at the Kennedy Center in Washington, DC. He’s also written a lot of other sophisticated music. And plenty of six- and seven-figure copy, too.

Doug has developed a can’t miss method for getting out of “stall” and into flow. I’m really grateful and amazed that he’s agreed to share it with us today.

You can contact Doug by email: [email protected]

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