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The Copywriter Club Podcast

The Copywriter Club Podcast

著者： Rob Marsh
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 Ideas and habits worth stealing from top copywriters.© The Copywriter Club マーケティング マーケティング・セールス 出世 就職活動 経済学
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  • TCC Podcast #467: Hacking the Human Mind with Michael Aaron Flicker

    TCC Podcast #467: Hacking the Human Mind with Michael Aaron Flicker
    2025/10/07
    Want to get more clicks? More sales? More clients? Then understanding why humans act the way they do will help. In his new book, Hacking the Human Mind, author Michael Aaron Flicker shares dozens of psychological "hacks" that copywriters should understand before they write copy. Michael Aaron is our guest for this episode of The Copywriter Club Podcast. Click the play button below, or scroll down for a full transcript. Stuff to check out: Hacking the Human Mind by Michael Aaron Flicker The Copywriter Club Facebook Group The Copywriter Underground Full Transcript: Rob Marsh: Want more responses, sales, and customers? Let’s hack the human mind. This is The Copywriter Club Podcast. Several months ago, I was fortunate enough to get an advanced copy of a book called, Hacking the Human Mind. Now… if you have a book and want me to read it, giving it a title like Hacking the Human Mind and including ideas and insights from behavioral science, neuro marketing, and psychology is pretty much guaranteed to get my attention. But this book goes one step farther by looking at marketing in the real world then searching for the psychology that explains why something works. The approach basically flips the usual marketing tactic to-do list from: here are a bunch of psychological triggers… exclusivity, scarcity, risk removal, curiosity and so on… make sure you include them all into your sales process, and instead look for what works already and figuring out why it works. That’s a bit different from the usual approach. So I asked one of the authors, Michael-Aaron Flicker to talk with me about some of the concepts from the book. We talked about the Pratfall or Blemish effect and how to turn a product flaw into an asset. There are very few perfect products in the world, so understanding how to use this effect in your copy is incredibly useful. We also talked about how to address product changes in a way that doesn’t generate backlash. We’ve seen customers revolt against design and formulation changes over the last few years—Kraft Mac and Cheese did it the right way. And to hear that story, you’ll have to keep listening to this episode. Another idea we talked about is offer simplicity… we’re often tempted to stack feature on feature and then benefit upon benefit. We do this to pile on the good stuff and make our offers more valuable to our clients. But the actual effect may be the exact opposite. Again, to hear how that works you’ll want to keep on listening. One thing Michael Aaron points out that it takes more than knowing about a particular psychological effect or persuasion trigger, often you need to find new and innovative ways to use these triggers. Before we get to my discussion with Michael Aaron, this episode is brought to you by Research Mastery. Research Mastery is the one-stop program or course that will change your writing for the better. Instead of just organizing words, you’ll have the tools and strategies you need to truly understand your customer so they relate to your offer and buy more often. Research Mastery digs into the 4 critical areas of research… if you miss one of them, your research just isn’t complete. And it includes the A.I. tools you need to do research faster, more effectively, and more profitably. You can learn more about this unqiue program at thecopywriterclub.com/researchmastery And now my interview with Michael Aaron Flicker. Transcript summary coming soon.
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    56 分
  • TCC Podcast #466: A New Kind of Copywriting Business with Krystle Church

    TCC Podcast #466: A New Kind of Copywriting Business with Krystle Church
    2025/09/23
    Writing for clients is just one way to build a copywriting business. Once you've done that for a while, you may decide it's not right for you. So what does the alternative look like? I invited copywriter Krystle Church to join for for the 266th episode of The Copywriter Club Podcast to talk about that and a lot more. Click the play button below, or scroll down for a full transcript. Stuff to check out: Krystle's Email List The Copywriter Club Facebook Group The Copywriter Underground Research Mastery Partial Transcript: Rob Marsh: When your business stops working for you, what can you do to fix things? This is The Copywriter Club Podcast. There are a lot of copywriters who build a successful business writing for clients. Or maybe they build an agency around their offers and niche. But then after a few years they don’t love the business they created for themselves. Sometime we just burn out and need to do something a bit different. Maybe they no longer want employees or contractors. Maybe they get tired of working directly with clients. Maybe they realize that instead of using their skills to attract customers to other peoples businesses, they decide to use their skills to sell products to their own clients. And then many of us are entrepreneurs at heart and have always wanted to build a business other than writing for a list of clients. Shifting a business from offering services to clients to something else can be a challenge. It’s a very different kind of work. Instead of creating assets for clients, you may spend your time creating assets for your own business, then spending even more time getting attention for your offers. For many copywriters, this is the dream—a copywriting business with customers instead of clients. But there’s a lot of work that goes into a business switch like this. Validating offers. Finding a client base for your offers—which is almost certainly a very different set of clients than you’ve been writing for. Building out marketing systems to sell your new products. Figuring out how to deliver value when you’re not actually delivering copy. I wanted to talk about this with someone who’s gone through the process recently. So I invited copywriter and coach Krystle Church to come back to the podcast and talk about the changes she’s made to her business over the past couple of years. The business Krystle has today is very different from the one she was running two years ago. She’s excited about the new direction and having more fun than when she was burning out with a calendar full of projects that required her attention from the time she woke up until she went to bed at night. If you’ve been thinking about re-imagining your business, this episode may give you a few ideas to try. You’ll get a few tips about validating a new offer. And you might even decide to dabble with an offer for your niche that at least gives you a taste of what a different kind of business would feel like. This kind of business isn’t for everyone. In fact, it’s probably not for most copywriters. But it’s worth thinking about how you might be able to add to or change your business so it fits your needs a bit better. Before we get to my discussion with Krystle, this episode is brought to you by Research Mastery. Research Mastery is the one-stop program or course that will change your writing for the better. Instead of just organizing words, you’ll have the tools and strategies you need to truly understand your customer so they relate to your offer and buy more often. Research Mastery digs into the 4 critical areas of research… if you miss one of them, your research just isn’t complete. And it includes the A.I. tools you need to do research faster, more effectively, and more profitably. You can learn more about this unqiue program at thecopywriterclub.com/researchmastery And now my interview with Krystle Church.
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    1 時間
  • TCC Podcast #465: From Teacher to Copywriter with Meredith Cooley

    TCC Podcast #465: From Teacher to Copywriter with Meredith Cooley
    2025/09/16
    Copywriters are teachers. We teach customers how the products and services we write about help them. In this episode of The Copywriter Club Podcast, I spoke with teacher turned copywriter Meredith Cooley about all the ways copywriters use their teaching skills. Even if you don't think you're a teacher, you'll learn a lot from this episode—including a simple copywriting lesson from Bluey. Yes, that Bluey. Click the play button below, or scroll down for a full transcript. Stuff to check out: Turn the Page Newsletter The Copywriter Club Facebook Group The Copywriter Underground Research Mastery Transcript: Rob Marsh: Copywriters are teachers. So should more teachers be copywriters? This is The Copywriter Club Podcast. A few years ago I had a conversation with one of my copywriting mentors. She mentioned that she had considered teaching as a possible career path. And I shared that I had the same thought when I started my career. Then we talked about the number of former teachers we knew who had left the classroom to write copy. And that’s when it dawned on me that copywriting isn’t just something that former teachers or potential teachers do. Copywriting is teaching. But instead of practicing that skill in a classroom, copywriters are teaching on the page or on the screen, helping potential customers learn about products and solutions, about processes and unique mechanisms, and how to solve the very real problems and pains they are experiencing in their lives. In the years since, I’ve interviewed close to a dozen former teachers on this podcast… people who are still teaching, just not in a formal classroom any more. Do you feel this as a copywriter? Do you see yourself as a teacher for your clients and their customers? My guest for today’s podcast is Meredith Cooley, a teacher turned copywriter who has helped dozens of other teachers leave the classroom and become copywriters for various businesses around the world. Teachers have so many skills that copywriters need, from project management to engaging with stakeholders at various levels of a business. And perhaps most importantly, good teachers have to be able to take dry, boring content and make it exciting for an often disinterested and bored audience. And if you listened to last week’s episode, you heard me talk about how I’ve started teaching marketing at a local college here in my home town. The crossover between teaching students and writing for customers is large. And that’s what this episode is all about. Even if you don’t see yourself as a teacher, this episode may change your mind about how you think about your relationship with the customers you write for. Before we get to our interview, this episode is brought to you by Research Mastery. Research Mastery is the one-stop program or course that will change your writing for the better. Instead of just organizing words, you’ll have the tools and strategies you need to truly understand your customer so they relate to your offer and buy more often. Research Mastery digs into the 4 critical areas of research… if you miss one of them, your research just isn’t complete. And it includes the A.I. tools you need to do research faster, more effectively, and more profitably. You can learn more about this unqiue program at thecopywriterclub.com/researchmastery And now my interview with Meredith Cooley.
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    54 分
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