Copywriting

David Garfinkel is one of my business heroes, and in this 24-minute video, he talks about getting past the copywriter’s brick wall. In my terms, this is “being stuck”. You reach a plateau, and you don’t seem to be able to push forward to achieve the higher levels of success you want.

David uses the example of Tom Bady, a few days after he won the 2021 Superbowl. While this is targeted at copywriters, I recommend it to anyone who is feeling stuck in a plateau.

David Garfinkel is one of my business heroes, and in this 29-minute video, he looks at how Bill Benton made a fortune in the Great Depression by using effective copywriting and marketing strategies and techniques.

David Garfinkel is one of my business heroes, and in this 32-minute video, David interviews Rocky Buckley, a personal branding expert.

Rich Schefren is one of my business heroes, and here he gives you his tips on how to craft an irresistible offer, an offer your strong prospects realise they can’t refuse or ignore.

In my six steps profits formula, I refer to this as an irresistible promise because I like to emphasise that it comes with your commitment to deliver the benefits the customer expects to receive.

You’ll find a lot on this subject on this website since it is a topic that fascinates me in terms of how you create something uniquely special to a targeted group of customers and how you put the offer into words.

Anyway, here is the video from Rich. It’s just over two hours long, so get yourself a drink and be ready to take notes in your journal.

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David Garfinkel is one of my business heroes, and in this 28-minute video, he discusses what he learned from reading “How I Learned The Secrets of Success in Advertising,” by G. Lynn Sumner.

This is part of his “Old Masters” series. Sumner was an advertiser back in the 1940s and ’50s and this book was first published in 1952.

Sumner says, “It is taking known facts, known elements, known functions and arranging them in new patterns.” While imagination is what you use to make your creativity add value to your copy.

David Garfinkel is one of my business heroes, and in this 25-minute video, he talks to Amy Nesheim, a lawyer who specialises in helping copywriters and other creative professionals.

I need to clarify that this is US focused, but it’s very helpful if you sell into the United States. Even if you don’t, it will give you pointers about what you need to consider.

However, I need to make it clear that if you have any doubts or concerns, talk to a lawyer who advises in your jurisdiction.

David Garfinkel is one of my business heroes, and in this 28-minute video, David talks to Dickie Bush, who sells an online writing program called Ship30for 30. This gets people to write something every day for 30 days.

Rich Schefren is one of my business heroes, and in this 13-minute video, he gives you his thoughts on how to write a good sales letter.

Copywriting is a very big subject and there is a lot on this website about copywriting. See this video from Rich – who isn’t a copywriter but has worked with some of the very best – as a high-level introduction to the art or a reminder of the key issues.

David Garfinkel is one of my business heroes, and in this 30-minute video, he talks to Roy Furr, another copywriter who I see very much as a rising star and feature on my blog.

It’s great to have them both together.