On this episode, we spend some time discussing the topic identification – the desire of your prospect to define themselves to the world around them. This is done in two ways. First, by making your product or service an instrument for achieving these particular roles and second, by turning that product or service into an […]

On this episode, we’ll be discussing an important book every marketer, sales professional and copywriter should read. In fact this book should be read by anyone who is in a position of management. It’s called Words that Change Minds by Shelle Rose Charvet. Instead of covering the entire book, we’ll be focusing on one particular […]

On this episode, we’ll continue our discussion of intensification & how to put your claims to action within the body of your copy. If you want to separate your product from the competition, you’ll want to listen to this episode as we discuss these stages of intensification: Compare and contrast. Accentuating the problem. Demonstrating how […]

On this episode, we’ll start digging deep into creating breakthrough copy that taps into those desires of your prospect. The great copywriter Eugene Schwartz was really good at “future pacing” – the ability to place people right into the experience of using a product. We’ll be expounding on this as well as discussing some examples […]

Now that we have discussed building a good headline, we’ll get into what it takes to create effective copy that focuses your prospect’s attention on a single thought. Your headline’s job is to flag down your prospect. From there, your body of copy does the selling. It creates a world for your prospect in which […]

On this episode, we’ll be discussing some strategies for increasing the impact of your headline. When you’re in a competitive industry, then you really have to reinforce your headline claims by binding images to it with clear words to express it. This is called Verbalization, and we’ll be giving some proven examples from chapter 4 […]

On this short mini-episode, Sean will be discussing how copywriters and marketers alike often leave tons of money on the table by not understanding all four buyer modalities. One of Sean’s mentors in the world of copywriting is Jon Benson. Jon was the creator of the video sales letter (the white powerpoint video with black […]

On this episode, we dive into “market sophistication”. On the last show, we talked about the stages of awareness of your market. Today we’ll be discussing one of the single biggest reason why marketing campaigns fail. And that is not knowing your marketplace’s sophistication level. Market sophistication is how much your customer or prospect has […]

On this episode, we’ll continue our discussion of Eugene Schwartz’s classic book Breakthrough Advertising. If you are a copywriter, a marketer or make your living in the world of selling, this book should be on your desk. It’s a textbook for anyone wanting to a deeper understanding of how to create persuasive sales copy. Today, […]

On this episode, we’ll be discussing Eugene Schwartz’s classic book Breakthrough Advertising, and the first chapter on “Mass Desire”. We’ll talk about some of the forces that have made adverting work for hundreds of years and will continue so for years to come. Before your market shares a buying experience, they must first have a […]