Secrets of Coaching Copywriters, With Matthew Volkwyn
Our guest today does something I’ve been looking for in a guest on this podcast for a long time–he helps beginning copywriters get started and become success.
Matthew Volkwyn is a coach, copywriter, marketer and entrepreneur. He doesn’t just talk the talk; he walks the walk.
Matt has helped dozens of business coaches rapidly grow their own businesses with email marketing, a he’s built three six-figure businesses of his own.
I invited Matt on after he had me as a guest on his podcast, and I found out he coaches beginning copywriters, which I don’t do myself, since my clients are more experienced copywriters and business owners who use copy.
I suggested he come on and we have a nuts and bolts conversation about coaching copywriters, and he readily agreed.
Matthew’s links:
Facebook:
https://www.facebook.com/matthewjvolkwyn
Copy Systems:
https://www.skool.com/copysystems/about
Copy Dojo:
https://www.copydojo.com/
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The Missing Piece in Copy Brainstorming
Have you ever been in a meeting where people are brainstorming ideas, and each idea is more idiotic and off-target than the last one?
It has happened to all of us.
And if you’re an experienced copywriter, sometimes it’s hard to bite your tongue.
Because the cheerful but inexperienced leader of the meeting has announced a rule:
“There are no bad ideas!”
Well, yes there are.
In that meeting, you just heard a whole pile of them.
I can almost guarantee what the problem was.
There are several steps, including a crucial step, that everyone in the meeting never took.
Falling in love with uninformed, aimless creativity is one of the biggest causes of wasted advertising dollars imaginable.
And I’m going to tell you that missing piece, that missing step.
I can’t promise that everyone in the next meeting will take it ahead of time.
But if they do, I promise you’ll get much better ideas, even if you’re the only copywriter there.
Books:
Applied Imagination, by Alex Osborn https://www.amazon.com/dp/B009CXTZ84/
Advertising Headlines That Make You Rich, by David Garfinkel https://www.amazon.com/dp/B00513MQ2G
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Show Your Prospect A Compelling Future
Legendary NY Yankee Yogi Berra said it best:
“It’s tough to make predictions, especially about the future.”
He’s right, you know.
But there’s one important exception, and I don’t blame Yogi because, as talented a player and a coach as he was, Yogi wasn’t a copywriter.
So he didn’t know about the important exception we’ll talk about today: showing your prospect a compelling future.
Not every copywriter does this, but if you don’t, you’re missing out… on conversions.
And even if you do, we’re going to talk about a better way to show a compelling future than most people are currently using.
If you like the stories on today’s show and you’d like to find out about a lot more, that will really power up your copy, let me invite you to check out my book The Persuasion Story Code.
It’s on Amazon and we’ll put a link in the show notes.
The Persuasion Story Code
https://www.amazon.com/dp/B0CFD2KXNQ
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Financial Copy U - The Inside Story, With Nick O’Connor
A little over a month ago we did a last-minute podcast about an audacious experiment our special guest today, Nick O’Connor, did with Glenn Fisher and the financial publishing giant Marketwise:
Glenn told us how they put together a special program called Financial Copy U, which would train 12 copywriters ABSOLUTELY FREE on how to write copy for financial publishers.
With the understanding that some graduates might be offered full-fledged copywriting jobs on the spot, depending, of course, how they did in the training.
Now that Financial Copy U is in full swing, we asked Nick to tell us more about what he and Glenn did and are doing right now. Seeing as there’s not enough other solid training for financial copywriting going on right now, at least that I know of, I realize Nick has a lot of valuable information for us.
Among his many impressive accomplishments, Nick was Head of Copy and Publisher for Agora’s financial imprint in the UK, Southbank Investment Research.
Today, as well as co-founding The Fix, he writes freelance for financial publishers in the UK, US and Australia and consults with Agora companies around the world.
Nick told us about the origin of Financial Copy U, why he, Glenn and Marketwise decided to do it, the difference between winning applications to the program and those that didn’t make it, and a lot more.
Great information about financial copywriting and copywriting in general!
For more info about the program:
https://www.financialcopyu.com
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Building Belief In Copy, With Nathan Fraser
It’s the sure-fire strategy that makes you overconfident.
It looks like this:
The copy’s loud.
Aggressive.
Alpha-male on a double dose of adderall.
It’s practically SCREAMING at you to buy.
And you know what?
Sometimes it works.
But not most of the time. Especially these days.
Hyper-aggressive copy is just a huge risk you don’t want to take.
And here’s why:
While it’s true that pressure might trigger an action, it almost never creates belief.
And belief is what you need to MAKE the sale… and KEEP the sale.
My co-host Nathan is going to lead us out of the land of testosterone intoxication and into an exciting new world, of calmly and irreversibly creating BELIEF in your copy… so pressure isn’t necessary.
Because when they believe… they buy.
Find out more about Nathan's approach at
https://cultishcontent.com/
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South Africa