(Click Here, Gary Halbert, To view the 1st of this series of 3 articles.)
I recently watched Mike Dillard’s (Magnetic Sponsoring) 18 minute video, and one of the greatest pieces of advice he gave was to pick ONE method of marketing and leave all the rest behind, for now. Work on this one marketing skill until you become an expert at it.
But the other thing he said was, along with this one skill, you need to learn copy writing. With a good knowledge and skill of copywriting, you can pretty much make money anywhere you go. If it isn’t writing for your own sale campaigns, you can hire your skill out, and command a great price.
In this part of my copywriting secrets teaching, I want to show you who I have learned from and give you some resources so you can quickly find books and courses that will be a big help to you. Copywriting can be learned. It doesn’t happen overnight, but as you stay consistent in your study AND writing, you will get better.
The first person I have a lot of respect for as a copywriter is Dan Kennedy. He has influenced a lot of people with his teachings. He has two best selling books that are definitely worth getting – The Ultimate Sales Letter & The Ultimate Marketing Plan. Dan Kennedy also has “Dan Kennedy’s Copywriting Seminar In-A-Box” which is 28 CD’s and a whole bunch of printed examples of what to do and what not to do. I got my copy of this on Ebay. You might find it there too.
John Carlton is the next copywriter I have learned a lot from. The course I have from him is called “Kick-Ass Copywriting Secrets of a Marketing Rebel.” This is 4 CD’s and about 200 pages of pure gold. He has a great sense of humor, often right in your face. He tells it like it is. I learned from him how the big Ad Agencies don’t know a hill of beans about response marketing. They milk the big corporations of billions of dollars in building their “brand”.
Joe Sugarman is another great copywriter. I have a book of his, “The Adweek Copywriting Handbook” which is 338 pages of incredible learning. He has about 40 chapters, each one showing a different style of targeting your audience and how to do it. The sub-title to this book is “The Ultimate Guide to Writing Powerful Advertising and Markting Copy from One of America’s Top Copywriters.”
Copywriting is, in a lot of ways, all about the psychological influence that your writing will have on people – to take action. That’s why copywriting is so powerful. A book that anyone in copywriting for long hears about is Robert B. Cialdini, Ph.D.’s book “Influence – The Psychology of Persuasion.” He shows that there are six very powerful influences that will cause people to take action, either positively or negatively. These six influences are:
1) Reciprocation 2) Commitment & Consistency 3) Social Proof 4) Liking 5) Authority and 6) Scarcity. He spends a whole chapter on each one of these psychological influences. Very interesting!
Gary Halbert is who I talked about in my last copywriting article. I don’t have any of his courses or books, but I have a growing swipe file from his massive amount of articles and videos online. One thing you’ll notice, each copywriter I have mentioned has a very outgoing, almost “in your face” personality. Not all of them, but definitely John Carlton and Gary Halbert. And Dan Kennedy can get that way once in a while! I think this stems from the fact that to be a good copywriter you have to have a very wide range of life experiences. You could never be a good copywriter if you never leave home and are afraid of your own shadow.
The last copywriter I will talk about in this article is Brian Keith Voiles. He has an awesome 6 – CD course (and 1 DVD) with a large printed 3-ring binder, called “Advertising Magic! The Complete Guide To Creating Hot Ads & Sales Letters That Work!” I found this on Ebay also. What’s neat is every copywriter is so different. Being experts at selling, they are experts at selling their own products. I don’t regret at all the fact that I have spent a bit of money on copywiting books and programs.
There are others that I haven’t mentioned, that are great copywriters too. If you can get any of these guys on video, that would be a real treat.
Be on the look-out for my 3rd article on copywriting – some good practical tips and templates that you can use to quickly put together some great “pulling” articles.
Related articles you may be interested in:
- Johnny’s Copyblogger Wrap-Up: Week of March 22, 2010 (copyblogger.com)
- The Internet Secrets Of Bond Halbert (slideshare.net)
- Increasing Revenue By Becoming A Great Copywriter (pro2sell.com)
- Copywriting Expert Bob Bly to Expose Secrets to In-Demand Work At Home Career (prweb.com)