Getting A Piece of the Action, with Jason Moffatt

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02/28/22 • -1 min

In just about every copywriter’s life, there comes a time when you ask yourself, “Why on God’s green Earth are all my clients making money hand over fist, day after day, month after month — and I just get paid just once?” It’s a fair question because, more often than not, as copywriters, we end up essentially inventing our clients’ businesses. With our copy. With our ideas. With our expert guidance. To create a money machine. Our guest today has a solution to this problem copywriters have. His name is Jason Moffatt, and his nickname is “profit Moffatt” for a reason. He’s figured out how to do profitable deals, both for his clients and for himself. He started his copywriting career reading books and courses while waiting in his spy van during private investigation stakeouts. After 17 years in Internet Marketing, Jason teaches digital marketers and copywriters how to get their slice of the pie by acquiring significant equity chunks on any project they work on. He spends most of his time on Hawaii’s famous island of Maui, playing guitar and helping fellow entrepreneurs and copywriters get paid far better. We started out talking about what Jason calls “The Inception,” which is his term for the great opportunity right under the nose of most copywriters. But there are a few changes you need to make to your mindset to see the opportunity, and take advantage of it. Jason explained that clearly and in useful detail. Most copywriters have a million-dollar talent that most of them are unaware of, and Jason talks about how to recognize it and how to leverage it in your business negotiations. Also, why even though you have other talents of great value, your ability to write copy that converts is disproportionately valuable to a prospective business partner. Jason then talked about some first steps, but probably the most important one is selecting the right partners for an equity deal, and keeping your distance from the ones who are highly unlikely to work out. He had some great info on finding partners, negotiating terms... and sealing the deal. For more, here’s Jason’s course on getting equity deals: https://equity5000.com/david
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Previous Episode

Warming Up To Write Copy

One reason it's hard to write copy is when you start out, you've got so much in front of you, it can seem overwhelming.
Not only that, but just one you get in the groove for writing copy for one part of the letter or VSL, you have to shift gears.
That's because different sections of what you're writing have different rhythms. Each one has a different feel.
For example, a story needs to have good momentum to it. But it's not nearly as fast-paced as good closing copy is.
Today we're going to talk about some ways you can overcome this problem, and it has to do with warming up to write each section.
Just like if you were going to warm up to work out or go for a run, you can warm up to write each section of your copy differently. This will help you a lot, especially if you've got a big project and you feel like you're facing a brick wall.
We talked about Gene Schwartz’s big concept of copywriting: That it’s not “writing,” but in fact is really “assembling.” He mentioned this at a talk he gave to people at Rodale, which used to be a big publisher based almost entirely on direct-response marketing. They closed their doors five years ago, after 87 years in business.
When Gene Schwartz talked about assembling, he meant you have a bunch of little parts, and then you put them together. When you do this, it helps if you first have a structure -- that is, if you have an idea of which part goes where, and why it goes in that particular place.
But don't worry if you don't have that sense when you start. Because often the structure, in the same way as your headline and your hook do, will "reveal itself" as you work through other parts of the copy.
In today’s show, we talked about six “parts” you assemble. And we’ll talk about them in the order that they usually appear in a sales letter.
You may or may not want to do them in that order. We'll talk about that as we go through them.
We covered six key parts of copy, and talk about how and why to warm up for each one when you're first writing. They are: 1) headline, 2) lead, 3) bullets, 4) story, 5) closing copy, and 6) testimonials.
The reason you want to warm up is the same as why you'd warm up when you're working out — to loosen your muscles (in this case, your mental muscles), and to get the momentum of FLOW going.
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Next Episode

The King of Advertorials, with Justin Brooke

Our guest today is famous in digital marketing circles as an online advertising expert. His name is Justin Brooke and I’m so happy he can join us.
Justin is the founder of Adskills, a great training company for online advertising. He’s also a super-experienced media buyer, having spent more than $10 million for lead generation as well as eCommerce campaigns.
While Justin could give us super-valuable information on a lot of things, there’s one topic he knows a lot about where I’ve found it’s really hard to find any other expert who is also a good teacher. Justin is both – that is, an expert, and a really good teacher, and that topic is advertorials. It’s great that we get to talk to him about that today.
Here’s what we ask him in today’s show:
1. For people who don't know -- What are advertorials, and how are they useful in marketing?
2. How did you get into writing, and teaching about, advertorials?
3. What are the key differences between an advertorial and...
- content/articles
- sales letters/ads?
4. Could you give us an example of a successful advertorial?
5. What are some mistakes people make when they try to do advertorials, but mess up instead?
6. What are some of your best go-to tips to creating successful advertorials?
7. If someone wants to learn more about advertorials, what would you recommend?
AdSkills.com
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