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!

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...

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...

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...

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…

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...

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.

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?

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...

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.

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.

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...

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...