Copywriters Podcast17 Loka 2022

Joe Sugarman’s Triggers - Old Masters Series

This is a unique edition of our Old Masters Series, because I knew this copywriter personally. It’s Joe Sugarman, and Joe passed away in March of this year. I was sad to see him go, as were thousands of others. Outside of the direct marketing world, Joe is known for his BluBlockers sunglasses, which he took to great success using infomercials. Joe also came up with the Batman credit card. He printed up a huge number, only to find DC comics wasn’t interested in selling them. So he gave them away at events. Joe was a fun guy. And as you’ll hear about in today’s show, quite a prankster from early in his life. Joe wrote a book called Triggers in 1999, and we looked at a few of the most powerful ideas in the book. The information in this value-packed book is familiar on a surface level to most copywriters and marketers, but Joe brings it to life in a unique way with some great stories. Each trigger, by the way, is a powerful copy element that will increase your conversions. I think the reason he calls them triggers is that they trigger action on the part of the prospect. We took a deep dive on 5 triggers in today’s show. Here’s what we covered: Trigger 1: National Hermits Convention: Desire to Belong Trigger 2: The Snowmobile That Bit Me: Exclusivity Trigger 3: Our President Drives A Rabbit: Proof of Value Trigger 4: Instilling Authority In The Men’s Bathroom: Authority Trigger 5: Help, It’s A Fire: Sense of Urgency Link to get Triggers: https://www.amazon.com/Triggers-Prospect-Motivate-Influence-Persuade-ebook/dp/B00O3QEFSK
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Part 2- Old Masters Series, Advertising’s Founder, Albert Lasker

Today we’re continuing with our Old Masters Series focus on the contributions of Albert Lasker. This is Part 2.Lasker is the one person in history who, more than anyone else, created the foundation fo...

13 Heinä 33min

Old Masters Series– Advertising’s Founder, Albert Lasker

Albert Lasker didn't just become one of advertising's biggest names—he helped invent the way modern direct response marketing works.In this episode of the Old Masters Series, we explore the principles...

6 Heinä 32min

Copywriting Secrets Of Human Nature, With Andrew Gould

Our special guest today didn’t start out planning to be a copywriter, but found his way into it after posting online reviews of his favorite martial arts movies in college, and getting his writing com...

29 Kesä 37min

Sales- Friendly Content Marketing

Last week, we did a show on how content marketing is failing direct marketers when you do it the way everyone else does it.Basically, social media encourages you to crave attention and approval, inste...

22 Kesä 35min

A-List Copywriter Bullet Secrets, With Kim Krause Schwalm

Our returning champion today is Kim Krause Schwalm, and she is going to share some amazing and unique information with you.The late Clayton Makepiece, a legend himself in copywriting, said, and I quot...

15 Kesä 35min

Why Your Content Isn’t Getting You Buyers

If you’ve always wondered about content marketing, you’re not alone. It’s a confusing term and there’s no standard definition to describe what it means.It really depends on your point of view.Well, we...

8 Kesä 37min

The Missing Piece That Supercharges Copy

Social media can be a HUGE waste of time, but sometimes when you’re scrolling you come upon a gem.I did last week, and it led to all kinds of crazy thoughts.I was on Twitter/X, and I discovered this p...

1 Kesä 29min

The Best Type Of Ad To Use In 2026

If you’re noticing the advertising landscape changing a lot and changing fast, it’s not your imagination playing tricks on you.Things really are changing.Our special guest a few weeks ago, Mike Pavlis...

25 Touko 30min