Sorry for my hideous absence. As many of you know, I spent last week dodging coronavirus at The Copywriter Club IRL (aka "Introvert Convention").
There were some amazing speakers and I got to hobnob and elbow-rub with some true copywriting heroes. Here are some of the highlights (in no particular order) fresh from my noggin:
* The cognitive bias "injection method"... this one comes courtesy of psychotherapist turned copywriter, Kirsty Fanton. The idea here is to leverage cognitive bias to encourage people to buy your product or service. And no, that's nothing new or "revolutionary". What was new was Kirsty's "preframing" idea. In other words, you preframe the sales pitch to "inject" cognitive bias into your prospect. But as Kirsty said to me at the after party in her Australian accent: "Don't use it to be dodgy". But do understand that cognitive bias is a thing, and you can not only use it to your advantage, but you can inject it into a sales page (I think this works even better with emails over time). I will definitely write more about this moving forward.
* The 7 things all great headlines have... Stefan Georgii, who apparently is responsible for hundreds of millions in sales, gave us his headline "formula". He then broke down some successful headlines to show us "how they tick". I'm going to be implementing this checklist into my subject lines. And yes, I will share all 7 things with you very soon.
* How to think like a "Halbert Marketer"... one of my favorite talks, and the one I was most excited for, was Bond Halbert. If you don't know Bond, he's the great Gary Halbert's son and the person "The Boron Letters" was originally written too. There were tons of great tactical things Bond shared. But the best was philosophy: "The difference between a Halbert marketer, and other marketers, is that Halbert marketers think of everyone they want to market too." This was in context of leveraging Amazon to make book sales. So instead of just thinking of the end user (the book reader), Bond thought, "What does Amazon want from me." And so, he created a system that's allowed him to make a quarter of a million in commission alone off Amazon book sales.
* Even "A-Listers" take naps... my new friend, Pauline Longdon, copy cub to the one and only Parris Lampropoulos, talked about mindset and how even A-Listers struggle with it. So, if you think "successful people" have everything figured out and you're wondering "why the heck do I keep struggling"... don't worry, A-Listers struggle with that stuff too (In fact, even Bond said that Gary Halbert had impostor syndrome at the height of his career). In other words: you got this my friend.
* And best one of all... Marcella Allison, who has been mentored and worked for pretty much every single one of the modern "greats", told me that I "made her night" then gave me a long hug. No business lesson there, but it was pretty cool to fanboi out for a second.
Anyway, those were just a few mental notes I took. I will be diving into my notebook and extracting some more knowledge nuggets for you in the coming days. I'll also be creating a low-ticket product going deeper into what I learned if that interests you.
One more thing:
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Stay safe out there friends,