Copywriters Podcast

Copywriters are solitary creatures who spend large amounts of time alone. Yet the good ones understand quite a bit more about human motivations and behaviors than almost anyone else, including most professional psychologists. Why is that? A lot of it comes from observation and thinking about what they have observed. But more to the point, they have to… or, their copy just won't work. Last week we talked about a "core curriculum" of books people copywriters need to read. This week, we're going to talk about "the advanced stuff" – a deep and possibly disturbing survey of how and why people do what they do. Stuff you need to know if you want to improve the response to your copy. So today these words are especially relevant: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may