Psych Insights for Modern Marketers - The 3G Edition

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…

Things got so outrageous and awesome last episode, that the guys decided the subject of storytelling in marketing required another round.  And big bonus: Their first ever guest is the fabulous Laura Belgray, top-tier copywriter and acknowledged direct response Queen Of The Riveting Storyline That Is Also Hilarious. (She's essentially the Dorothy Parker of our time.) And the conversational storylines just in this episode prove her main point: That the best kind of "bonding by story" comes not from grandiose adventures... but from the small everyday kind of experiences that everyone can relate to. The mundane truth behind normal events in daily life can – when you know what you're doing – be woven into fun and intriguing tales that win over even skeptical prospects. What's more, the advantages of writing "fresh", rather than planning content ahead of your scheduled writing time, are simply mind blowing. Especially once you realize how simply telling the truth and tying in specific details are the foundation of the most compelling copy you'll ever produce.  So much good stuff here. Tales of social failure in upscale NY clubs... committing unspeakable acts of "cake fraud" in restaurants... how the truth and specific details (slightly tweaked) bring stories to life... making yourself the butt of the joke to bring readers into the game (where they feel an actual relationship is developing)... and why the "loneliness" epidemic now raging in every society opens up amazing opportunities to create real communities online. Plus, you'll learn why it's your sacred duty to guide your readers through the secret worlds you create through honest, soul-baring and hyper-generous storytelling.  Absolutely no writer with any self-respect should miss this episode.   

You know what separates professional storytellers from the wannabe's who always lose their audience by the second breath? It's all about knowing how stories work inside a human's brain... from being drawn into the tale and becoming hyper alert to details as the stakes are raised... to ending up exhausted and happily digging for a credit card to ensure you are never without this kind of outrageously-thrilling experience again. There are natural storytellers who kick ass, and god bless 'em. More common, however, are folks with tales to tell... who can't coherently cobble the facts and plot points together to save their life. And if you're a writer seeking fame and fortune... and you weren't lucky enough to be a born storyteller... then your primary task is to get your chops honed quickly, and start using them to power up your copy to worldclass levels. And guess what? Yup. You're gonna get a masterclass here from 3 of the best in the biz. Including how they perfected their skills (all 3 are stone-cold introverts who had to force themselves into the big bad world out there, where using humor and wild tellings of adventures was their ticket to wowing an audience)... ... and why those skills changed everything for them. For example: You'll discover the truth behind the rumors of when John met Gary Halbert (and finally wrote an ad Gary agreed to run, which nearly killed John to write). Now sit back, relax, and let these whacko's take you away to a land of wealth and happiness...    

High level copywriters aren't born. They're made. Consciously, level-by-level of building on a love of writing, a rigorous study of classic salesmanship, and a deep desire to earn the Big Bucks without ever digging a real ditch. It's never been a brainless way to make a living, and the people who have sold copywriting as a get-rich-quick scheme are lying their ass off to you. (Same with the idiots trying to convince you that AI will replace all writers soon.) Still, it ain't rocket science, either. In this episode, you'll hear 3 generations of writers share how they arrived at writing copy as a career... plus how they broke through the initial challenges and setbacks. Probably the very same challenges and setbacks you experienced yourself, or soon will as you launch into the world of professional writing. Oh, you're about to be regaled by the horror stories these writers tell, and you'll see dollar signs in the tricks and secrets they learned while blundering their way through the early years. (Saving you the need to do your own blundering, so you can shortcut your success arc.) They also cover how to literally raise a young copywriter from knowing zilch about the craft... through the lessons offered at every turn growing up in this bizarre, wonked-out civilization we all live and raise kids in... and ultimately into a career where they'll never need to have a soul-grinding J O B, slaving away to make someone else rich. If you're a working copywriter, you'll learn things the top writers have been hiding from you. If you're still a wet-nosed rookie, you'll discover tactics and insight that will zoom you ahead of even veteran writers. And no – AI will never replace writers who learn how to think critically and work the angles only humans are devious enough to know. In case you were wondering...  

There is, in fact, a Big Idea for this very show: How hooks and big ideas actually work... ... and what the big secret is between merely grabbing attention... and turning your prospect into a cash-in-hand buyer, desperate for you to sell to them. John's always been known as "The Hook King", and oh boy: He dives in deep on how to identify, power-up, and carpet bomb your market with the kind of hooks that transform skeptics into eager fans. This includes the "origin story" for the most ripped-off ads in history... plus high-level insights to convincing clients to run with hooks that make them uncomfortable (the KEY to all the success enjoyed by the A-List copywriters). Also: The critical use of tabloids as a training tool for finding hooks (while learning why humans respond to such weirdness)... a much-needed Reality Check for any writer and especially for most biz owners, on who, exactly, you're actually gonna sell on any list... plus some pro-level insight to dealing with lawyers (whose main job is to say "no" to any copy that might actually work). And tons more. This is like sitting next to the best copywriters in the biz, getting them wasted on truth-telling serum, and then grilling them for the REAL secrets to their long-lasting success and happiness...  

Okay, actually empathy is THE major tool all top copywriters rely on the most. It's very different than sympathy too... so the Boys tear these emotional responses down to "toolkit basics", and you'll never look at your own feelings the same way again. It's like a scorched-earth rampage through the human brain, laying out how they've turned hazy (and universally misunderstood) emotional triggers into wicked-good tactics at persuading even the most hard-nosed skeptic and bringing them onboard as customers. Also: You'll learn an easy way to spot the sociopaths in your lives... how internal "breakthroughs" happen in your brain (which speeds up your power to adopt new strategies)... the "grocery store experiment" that creates instant connection among strangers (like, say, an ice cold list you want to mail)... the tricks to avoiding "compassion fatigue" as a writer constantly crawling inside prospects brains (it's scary as hell in there)... the shockingly easy trick for stone-cold introverts – which all 3 of these jokers are – to "mimic" extrovert behavior (and reap the outrageous benefits)... ... all of which opens up all kinds of amazing opportunities in your career, no matter what you do. That's just a taste of everything covered in this SINGLE episode... so dive in. What are you waiting for? We're not gonna tuck you in...  

Is artificial intelligence an actual threat to copywriters, or not? Scribes everywhere want to know if they need to learn another trade and let the robots move in. These three guys aren't scared at all. And even welcome the chaos being sown by so many clients believing AI has already solved every marketing problem for them... cuz this dumb-ass attitude boondoggling so many clueless biz owners just sets the stage for professional copywriters and consultants to waltz in and fix the mess. For massive fees.  And that professional could be you.  But... and it's a big but, too (no offense)... you gotta know what's actually happening out there with the robot assault on business. And what the most clever and experienced pros are doing to dominate every niche they enter.  You'll feel much, much better about AI after joining the guys in this episode. And you'll be loaded with fresh, proven tools to thrive in the chaos afoot out there.  

You know, of course, that top marketers and copywriters slip into a unique "zone" when they craft world-class ads and emails and social media posts, right? And you've probably been promised by all sorts of "experts" on how to enter your own zone and use it to make the Big Bucks.  And it all probably bored the heck out of you, too. Psychologists love to take a simple brain process, and make it sound like you need a shaman and trippy drug rituals (plus maybe an expensive seminar or two) just to understand what you're after.  Well, spending an hour inside this episode will fix all that, fast. Just learning how top writers like these guys developed their mojo and honed it into a daily working tool will give you every secret you need to get going immediately finding your own unique groove.  And everything changes when you do.   

A little swagger, backed with the chops to back up all claims, will quickly set you apart from the crowd of big-mouthed wannabe's out there. But you still need to understand what makes your boasting competition tick... and why self-aggrandizement has a long and often very successful history in advertising... when done right. Done wrong, and all hell breaks loose.  You're in for a rollicking ride in this episode, as the horror stories of clutching failure from the jaws of victory -- alongside the ever-changing rules of winning over skeptical prospects -- pile up over the hour. It's absolutely shocking how much capitalism wants to devour you alive while you're just trying to deliver a good product or service.  You'll feel like you're elbow-to-elbow with the best in the biz here, listening to stories usually only shared amongst the elite. Enjoy, you lucky bastard.   

The boys go deep on how to be a normal, empathetic and honest human being... and still blow away all competition in the sales game. They've been doing it their entire careers, and anyone yearning to escape the horrors of the sociopathic sales models now dominating the marketing landscape is in for a wild hour of mind-blowing insights, tactics, strategies and tools. Oh, the fun waiting for you inside this 'cast...  

Welcome to the most unique podcast in the entire business world. Three wildly different generations of copywriting and marketing legends – John Carlton (the geezer), Kevin Rogers (proud Gen Xer), and Daniel Throssell (the young buck)-- join forces to answer the burning questions now upsetting everyone out there trying to make a reasonable fortune.  First, though, get up to speed in this episode with some deep insight on critical "get moving now" tools for any copywriter, entrepreneur, or biz owner...  ... including the whacky psychology behind making the sale... how to navigate your own half-zombied-out "creative flow state"... the weird and colorful stagecraft that fuels the best writers... the importance of mentorship (even if you never meet them)... and how integrity and ethics will guide you through the bullshit piling up higher and higher in markets today.  Yes, it's a lot, and yes, you're gonna love every minute of this 'cast.  These guys are serious about helping you get your act together, blasting through all incoming obstacles, and thriving in your career. No matter what AI or the competition or your own freaked-out lizard brain throws at you.  This episode lays down the gauntlet... and you'll never find a better group to follow if you love making the Big Bucks in business. It's nearly a freaking century of experience and wisdom, all packed into a tidy, magnificently entertaining podcast.  And yes, they WILL address all incoming coherent and relevant questions from you.