Psych Insights for Modern Marketers - The 3G Edition

A fabulous wrap-up show for the podcast.  Dealing with the good and awful aspects of using – or avoiding – humor in your marketing efforts.  Plus, a deep dive into what makes someone funny... with a mini-course on helping even unfunny marketers find a groove that can open up entirely new ways to nurture real relationships with clients and customers.  This is a nearly complete seminar on being a crack-up, and using humor to bring people into your world while making your contacts with them bristle with smooth connections and influential prowess.  A near-perfect show to end the series on. Thanks for sharing the ride with us!  

The guys reveal the genesis of their transformations and journeys to becoming who they are today... ... and it's riveting stuff. John's story goes back to his grandfather, who was an entrepreneur who got crushed by the Great Depression... yet somehow instilled the core sense of working for yourself into his grandkids (without even meeting them). Kevin's adventures leading to Copy Chief (and then abruptly leading away from it) are a modern parable for anyone seeking to dominate a niche. And Daniel's quest for a simple and lean operation is a complete model for anyone seeking to go it (almost) alone in the brave new digital world. You'll also learn about the different types of entrepreneurs out there: Cutthroats, collaboratives, and agents of chaos. (Yes, you already have, or soon will, deal with all three during your career... so it's nice to see how each type operates, and what to watch out for if you wanna survive the experience. Cuz it's capitalism at its finest.)  So much good stuff here. Insights to who you're sharing space with online, plus how to avoid burnout , and dealing with the loneliness of going solo.  Everyone's life has ups and downs, and occasional stumbles off the main path...  ... but only a few discover the proven ways to actually craft your future so it's exactly what you want. Clues and specific tactics abound here. Great stuff...  

Very fun episode here – Kevin received a large, mysterious and very lumpy envelope in the mail... and wanted to open it live on the podcast to see what wonders were inside.  Very interesting insights from the three professionals, with John's long history in direct mail marketing, Kevin learning about copy from old school guys raised on mail, and Daniel having no idea that direct mail still existed (just kidding – but only John ever worked in the medium). The surprises inside are one thing.  But the savage commentary afterward was one of the most vicious dissections of an ad you'll ever witness. It was gruesome (and deserved). And boy, are you gonna be happy you watched it unfold. This show became a one-stop complete seminar on how to target audiences with real power, grab their attention quickly, and drag them kicking and screaming deep into your pitch... ... while applying everything in your Bag O' Tricks to win your prospects over and get them to throw money at you gleefully. Direct mail is the grizzled parent of all marketing done today by email and websites. Everything that worked to make direct mail so potent a few decades ago still brings home the bacon, no matter what medium you're using.  Essential show here. Plus, you'll laugh your butt off, as usual...  

The guys explore the roles of controversy in swaying public opinion, how deepfakes will demolish trust in society, and how data collection will affect things in the near future. Yet not all is dystopian doom: Yes, astroturf movements, strategic manipulation, and the perceived lack of privacy online threaten society's core... ... but by looking ahead – particularly how forward-thinking people are raising their kids – we see visions of unprecedented freedom and prosperity available for those willing to fight for it. It's a brave new world, but it doesn't have to be a bad science fiction tale. Hope and dreams still abide.

John wants you to know how his teen years spent in rock bands transformed his shy ass into an adventure-seeking gonzo writer... and why this kind of experience is so critical for long successful careers in business. What's more, the guys go deep on: Defining "success" with personal goals, and skipping the nonsense of external standards Why it's important to understand how much conversational fluency differs from native fluency in language (and why this matters when you're training your brain) How email marketing swamps social media when it comes to building crucial relationships with customer bases How to goose your creative output and murder burnout early And more: Making conscious choices about which opportunities to grab and which to run away from screaming... sampling the "big fish in a small pond" lifestyle to see if it's a better fit for you than going after whales... and balancing your day job against passion projects (and why both might break your heart and your bank account). So much good stuff. Learn from the masters, and then go grab your destiny...  

Deep dive here into the unregulated (and still ill-defined) world of mentors and students,and how that fits into your career and business growth.  Including: All the different models of mentorship (paid vs free, formal vs informal, offered vs stalking) Why top mentors know they're training future competition, and don't care The hazy but crucial difference between teaching and mentoring (and why one is so much better) The "Papa Kev" mentorship style (and why it's so effective) Why top writers value behind-the-scenes work and building a legacy Lots more: How getting too rich can disconnect you from what made you successful in the first place... why it's so hard to find mentors who will be honest with you... and how to get the attention of a mentor without pissing them off. Do you really need a mentor? Well...

The guys go deep on trust, the main factor behind any longevity in a brand's lifespan. And boy, has the landscape for that kind of trust changed. Old school brands still rely on consistency in quality and message... and also offer stark (and gruesome) examples of how to blow up even decades-old reliability with a single blunder. Yet, modern influencers on social media seem to thrive on "influence economics" that leave OG advertising veterans scratching their heads. But the guys think they've uncovered the common binds that even the trolls have to respect: Intent. If you market to human beings, you need to hear everything said in this episode, and take it to heart. And good luck to us all...

It's a show about writing killer bullets, using the show as an example. The guys go over nearly every submission in detail, giving brilliant insight to technique, structure and Effectiveness. You will discover: The critical difference between blind and revelatory bullets... how to make a short, punchy, and riveting bullet sing like a lyric from a rock song... the dangerous trap of allowing zombie bullets to ruin your entire pitch... and why AI-written crap often sounds so hollow. And finally: Why a single awesome bullet can actually close the sale, no matter how much the rest of your copy sucks...

Never shy about trying new things, the guys invited hundreds of fans to tune into the Zoom call and ask questions (a vast mob showed up, loaded for bear)... ... covering topics like how to get good enough for a legendary reputation, why practice sucks so much, how to deal with lawyers whose job is to just say "no" to everything, and the best sneaky ways to beat dangerously evil competition. Plus: The truth about John's notorious "apology letter" (which sold more than the original ad that pissed so many people off)... why writers able to fix AI-generated slop that doesn't work will always be in high demand... and going deep into the dark arts of using emotionally-loaded copy to get past objections quickly. Capped off with tips on using your shyness as a weapon in your quest for becoming a top-dog writer…  

Do you have "dream clients" you'd like to work with? Every top writer and consultant has that list, though they may keep it secret. The guys spill their client bucket lists here, and there are surprises. Then they tackle a familiar subject to every creative who ever lived: How to balance your gut instincts against data-driven decisions. (It will haunt your entire career, and there actually is a well-thought-out process to do it right.) Then everyone both praises and trashes AI, which is how every thinking person should be approaching the robots squeezing into our collective lives. Plus: How to use real- world travel and adventure as fuel for amazing copy.

First off, no, John isn't dead, despite what some authoritative voices online are saying. We'd know if he was, cuz he wouldn't be appearing on the podcast, now, would he. (Still, we're looking into creating "Deep Fake JC" just in case.) The show dives into the emotional states of both writers and prospects that coats every great ad (from murderous rage and peak love goo-goo eyes). And why, when writing persuasive copy, you must climb into a deep state of emotional awareness. This will be news to most writers, and what you learn here could transform your career, whether you're a writer or a face-to-face salesman. Plus: Understanding how belief systems can screw with your mojo, why Gary Halbert's personality both outraged and delighted prospects in equal amounts, and the role of intuition in high-end salesmanship. Bring tissues, cuz this show gets emotional...  

So, how do you get show notes written – with the deadline hovering like a gore soaked banshee (cuz there's now 18 shows in the can and the launch is happening, like, tomorrow) – with three top copywriters in the mix? Answer: You procrastinate, think up wild notions about tricking other writers to do the work, try AI, toss the AI notes cuz it's half hallucination… procrastinate some more… endlessly discuss other futile ways to trick someone else to do it, try AI again, toss the AI crap… … and finally John just gets fed up and slams out some show note copy all on his lonesome. (And Kev and Daniel chuckle over their evil procrastination-heavy plan to get John to do exactly this.) Takes him 15 minutes for the first notes on show number one. He brings it to the next show, this one here, and everyone marvels at a top writer's brazen efforts to make simple show notes sing. Then they all go deep on writing philosophies, the required structure of a good, readable piece (even a short one like show notes), and especially the trick of front-loading the copy with emotional triggers and power words.  Yeah, you'll be shocked how much thinking, planning, and editing goes into a two paragraph message when a veteran A List writer deigns to slam it out.  This entire show is a peek behind the curtain of a genuine word-wizard packing every sentence like it's a bomb set to obliterate resistance and ignite a brushfire of intense interest and curiosity.  Included is an entire toolkit for writers who want to write really freaking fast while maintaining top-of-the-line quality (and salesmanship).  But of course you're too savvy to be interested in learning how to write compelling stuff at warp speed, aren't you…

The guys define some of the more misunderstood rumors and memes in the business and copywriting worlds... starting with "momentum", and what veterans mean when they talk about movement being the main step in ANY process or project. You'll never again wonder why you didn't get something important done... cuz you'll now be forever cursed with the knowledge of exactly what is required to charge from Idea to Finished Project. (And no, running around the office like a headless chicken isn't the kind of movement we're talking about here.) Included are riveting rants about what it actually took for these writers to "suddenly" get recognized as A List writers. And all the pitstops, pitfalls and obstacles they overcame (that you're probably gonna face, too, just like all the other ambitious writers and entrepreneurs committed to getting it right). (Oh, the adventures and dark alleys lurking out there, waiting for you...  but you'll be prepared, instead of blundering blindly into them like these veterans did.) More: The essential mentorships you must pursue... why being too competitive is a chain holding you back... why humility will forever be one of your main tools... ... and the secrets of combining actual craftmanship with Artificial Intelligence to have breakthrough creative sessions every single time you need them.  

The guys explore the counter-intuitive power of keeping your biz small, but more intensely engaged.  John shares stories of entrepreneurs who got seduced by scaling their lists, and lost their souls. Kevin goes into the pain of over-hiring while chasing bigger audiences, and the relief of purposely shrinking it all back down to a comfortable, more engaged size. And Daniel nails it down, explaining his deliberate choice to dump the empire-building for a better-balanced lifestyle.  There's still a lot of wealth and happiness to be found in more modest goals, while you probably know quite a few examples yourself of joints that got too big, too fast... and blundered the game.  The goal is a better life, which includes joy and big bucks. But does not include getting so big that you isolate yourself from everything that makes life worthwhile. It's different for everyone... yet there's also a "sweet spot" that these 3 guys agree on, at least for list size.  Just an awesome show that will help you get your shit together as you learn the rewards and costs of success.  

Wherein we lay bare the actual writing process we used to write up notes and blurbs for the podcast, almost in real time. Three top writers, baffled by what to write to bring people into the shows... ... ultimately solved with a quick couple of decisions: A little AI to grease the skids with transcripts of what we talked about earlier, and then John rolling up his sleeves and slamming out some riveting original copy. It's like being led behind the curtain to see how things get done.  Then a quick pivot to how networking alters lives, in all parts of life and business. And then things get personal: The secret "Friendship Code" that seems to work across all earthly boundaries, and how childhood sets us up for either oodles of great pals or a ticket to the loneliness epidemic now twisting society into knots. And yes, there are simple fixes available.  Oh, and Kev reveals the story behind the first time he was hauled off to the pokey. Trust me, it's very relevant to your career.  It's funny stuff all the way through. And honest, and timely, and a portal to the most wonderful (and profitable) adventures of your life, right around the corner... Bonus: Special guest star Angie Rogers reports from the generation now in their twenties, on the rippling societal effects of not having had a punk movement in twenty years! Plus: Are the spiders in Australia really that vicious?  

You know, not everyone likes you. You're always going to have detractors and enemies in various stages of rage (from mild to dangerous). Just a fact of life in the biz world. How you deal with these people – who obviously are under some mental health crisis, or just don't understand who you really are (cuz who could hate such a lovable goof as yourself?) – will define much of your life as a successful writer or entrepreneur. The guys tackle the entire breadth of the subject here... cuz they all have deep experience from real life boondoggles. You'll learn about Kevin's Peacekeeper Dilemma (common to everyone with a hefty unmonitored dose of empathy)... and Daniel's biz philosophy of using forensic questions to find out the real reason some customers are so mad about something (hint: it's almost never what they claim to be pissed off about)... and how John went so quickly from coddling unhappy customers, to having zero tolerance for the whiney few who were incoherently angry and beyond saving. It all slips into deep discussions of integrity in business, the challenge of being authentic in a world of phonies, and how to survive cancel culture. Finally, you'll learn the insider's "professional code" – which most rookies only hear about after difficult years of grinding – that these guys (and their peers) live by. You've got a front row seat for some real insider stuff here.  

Even veteran biz owners and experience-hardened writers have a weird relationship with money. Especially when you come across a lot of it, suddenly. It's critical for your career to have a good foundation of values, an ethical philosophy of life, and lots of support from friends, family and network. Yet it's even MORE important for you to understand how money can completely obliterate everything good in your life, regardless of whether it's going out or coming in. The guys dive in deep, and cover everything they've learned about earning, managing, bungling, scoring and losing money in their storied careers. Nobody understands this stuff intuitively, cuz money is a concept... yeah, a concept that pays your bills but also keeps you up at night and ruins friendships and creates opportunities the "poor" version of you will only dream about. Forget Econ 101 – here's the complete Financial Badass Wizardry course, in one brief show. From the mysterious forces haunting every dollar bill you encounter and the creative freedom of Fuck You Money... through the inverted logic of Bankruptcy Wisdom and Systematic Wealth Building (works no matter how bone-headed you are about cash right now)... and into the class warfare behind shame at being working class and the leverage of knowing why money doesn't solve most problems (despite being very good at solving the core problems you encounter while building a fortune). Lots more, and you've probably never heard half of it before. The rich can be miserable, the broke can be joyous, the clueless can strike a bonanza, and the sociopaths can (as usual) muck up the best thing going if you don't stop them. Get hip. Then go get rich and happy...  

Dialogue isn't just writing out what someone said. Nope, too important to be trusted to stark transcriptions, especially when money's at stake in a sales message. Every writer has trouble with dialogue, at first. It requires some real epiphanies to start writing like Elmore Leonard or Stephen King or even an advice columnist. Yet it's so very crucial to setting up scenes that move the action forward quickly and decisively. All the top copywriters worked through their initial trouble with dialogue, and now use it to bring their stories to life, while pushing for the sale as smoothly as having a casual conversation. Lots more, too: John recalls the early days of infomercials (where dialogue was the entire ad), why the format works and how the pro's settled on that format after years of trying everything else. He even goes over the "origin story" of that entire wing of marketing, which led the way to online video sales pages and a whole sub-genre of advertising. Finally, the guys dive into what it takes – mentally and physically – to create near-perfect final drafts of sales letters, ads, video scripts and sales pages online. And precisely how long they spend editing drafts (you'll be shocked)... plus how they could determine when they had a winner (and when they realized they had to toss the manuscript and start over). The entire episode has them rolling up their sleeves and getting down and dirty with the logistics and crunch-time editing that separates the pro's from the wannabe's. You'll also learn how to "murder your darlings", along with multiple hilarious and fascinating rants on what it means to be a top copywriter in this competitive game. Dive in. You can raise yourself a level in the ranks just by listening...  

What kind of copywriting gig appeals most to you, anyway? Cuz there's a LOT of different gigs where writing copy is big on the menu. Here, the guys drill deep to lay bare the good vs. bad of every decision you make in your career.  Kevin nails the three paths: The pioneer (that's when you're a true entrepreneur, not working "for" anybody)... the producer (maybe working for someone, but just focused on the writing, and don't bother them about biz details)... and the prospector (wearing every hat a writer can wear, as a freelancer). John shares the "5 Second Rule" of deciding which opportunities to take and which to shun forever... which he had to use when Gary Halbert offered to "buy up all his time" as a writer. Which would have meant turning away from all the lucrative offers John was fielding as a freelancer at the time. (Bonus points if you correctly guess what he decided.) Also: Does the universe listen when you throw requests out there? It sounds like goofy woo-woo stuff, but... ... well, you gotta hear this kind of insight with your own ears to get any value from it. Just like when the guys discuss breaking the rules to ultimately get what you want from your career. (Sounds complex. Isn't.) More: The role of networking, and why you need to do it even if you're a stone-cold introvert who loathes being social and would rather just be a lone wolf. Bad idea. And you'll seldom get anywhere good without a network to support you. (Don't worry, it's easy once you learn the secrets of putting one together.) You'll also hear some really strange and thrilling "war stories" from the front-line trenches of the business world. It gets weird out there as a writer, and having these 3 guys on your side ladling out the advice, insight and strategies can change everything for you.  

Do you understand how the human body and mind work to either open doors of opportunity for you... or sabotage everything you've ever worked for? Can you influence a prospect by sucker-punching their most vulnerable spots, and then pounce with a solid pitch and close the deal? No, seriously – is this part of your skill set? Cuz that's how top writers sway and capture entire markets. While their sad-sack competition try to win sales by droning on and on about dumb facts and unbelievable claims that sound good, but do absolutely zero selling.  You'll enjoy this episode if you like hearing about the painful blunders other writers – including these 3 hosts – have suffered learning the most basic lessons behind killer salesmanship.  They tackle the uncomfortable truths about empathy most people are terrified to admit. Plus, the insights of near-death experiences the older writers have had, which have paid off since they day they got back from the hospital. Why people both adore and despise doctors, and why that lack of trust works so abundantly well in the hands of a good writer.  Also, how your personal health is critical to a successful career. While learning your limits through actual pain. (Yes, writing can be painful, to your brain as well as your fingers, back, and feet.)  And the stark difference in experiences between the folks who play it safe, and the adrenaline junkies who've lost all sense of risk assessment... and where to find your own sweet spot. So you're not too boring, and not too crazy. That's how some writers last a long, long time at the top of their game.  An absolutely essential show for any writer who's in this game for the long haul…