Martin Sayers

Look Ma, I did a podcast! Brave New Word is by copywriters, for copywriters. To listen, hit one of these links: Spotify: open.spotify.com/show/1qYVk8… Apple: podcasts.apple.com/us/podcas… Pocket Casts: pca.st/wuwz2asd Acast (our host): feeds.acast.com/public/shows…

The copywriting Agony Uncles have hit the airwaves… A while back, my copy mate from New Zealand – @HaydenMaskell – suggested we do a podcast together. And, lo and behold, we made it happen! Actually, Hayden made it happen – but I did lend my voice at least… Anyway, Brave New Word has hit the digital airwaves. This features us answering your copy and marketing problems. But there’s a twist… One more ‘copywriter’ joins us – just not a human one. AI enters the fray. ChatGPT is here to give its take on the problems at hand. We weren’t expecting (and didn’t get) great things from AI – it’s more an opportunity for us to poke a bit of fun at the robot and show it has a long way to go… Above all, we want to have a bit of fun. Most copy podcasts are serious as they come, so let’s lighten the mood a little. In no particular order, we cover: 👉 The definitive answer on whether you should niche as a copywriter 👉 The sport we’d all play in the infinitesimally small chance of us being selected for the Olympics 👉 Whether or not you should swear in your copy So, if you’d like a listen hit the link here - lnkd.in/e7vxfZ3g That’s for Apple, although it’s also on Amazon, Acast and Spotify. And Hayden’s about to whip me into the studio for more episodes – so please send more questions. You can comment below, or DM or email me (don't contact Hayden, you won't hear back – I’m the sociable one…) To give you inspiration, here are some questions we’ve already got on the slate: What’s the secret to writing a good headline? What’s the best copywriting book ever written – and why? Where’s the best place to find copywriting clients? We also like a fun question, for example: If there was a zombie apocalypse, which copywriter would survive the longest? What’s the best James Bond movie? What wine should I drink with a hotdog and chips? Lastly we’d both really appreciate it if you could spread the word about Brave New Word (see what I did there?). Please like, share and comment on this post and – if you actually listen to it – say something nice in the reviews.

The copywriting Agony Uncles have hit the airwaves… A while back, my copy mate from New Zealand – Hayden Maskell – suggested we do a podcast together. And, lo and behold, we made it happen! Actually, Hayden made it happen – but I did lend my voice at least… Anyway, Brave New Word has hit the digital airwaves. This features us answering your copy and marketing problems. But there’s a twist… One more ‘copywriter’ joins us – just not a human one. AI enters the fray. ChatGPT is here to give its take on the problems at hand. We weren’t expecting (and didn’t get) great things from AI – it’s more an opportunity for us to poke a bit of fun at the robot and show it has a long way to go… Above all, we want to have a bit of fun. Most copy podcast are serious as they come, so let’s lighten the mood a little. Our first episode features questions from Andy Goldman , Matthew Wood , Chris Croft and Alison Muller. In no particular order, we cover: 👉 The definitive answer on whether you should niche as a copywriter 👉 The sport we’d all play in the infinitesimally small chance of us being selected for the Olympics 👉 Whether or not you should swear in your copy So, if you’d like a listen hit the link here - podcasts.apple.com/us/podcas… That’s for Apple, although it’s also on Amazon, Acast and Spotify.

Jack Daniels, American Express, Nike 3 iconic brands in very different sectors. One shared secret to success: Brilliant copywriting. Here are 10 copywriting tips to help you drive your own growth:

Why you should NOT buy Copy Legend. There are plenty of reasons to invest in my copywriting course – Copy Legend. Not least that I’m pulling it on Sunday – so you've less than three days to secure your copy. But it’s not for everyone. You should probably avoid it if: 👉 You’re a copywriter earning £50k+. If that’s the case, I’d assume you already know some of what’s inside, as you’re doing pretty well. I’m sure the course will still teach you a thing or two, but it’s maybe not worth your time. 👉 You are a business owner or marketing manager who is already running consistently profitable copy – sales pages, ads, email campaigns etc. If your campaigns are doing well and pulling in good money, why change it? So that leaves copywriter who are trying to get established. And business owners and marketing managers who want to boost leads and sales through better copy. If that’s you, then you still have time to pick up your own copy. One happy buyer called it ‘the best thing that ever happened to my business – it’s transformed my life.’ Could it transform your life too? Possibly, yes – if you put what you learn into practice. It’s everything I know about copy distilled into one simple course. So, whether you’re writer or business owner, it helps you write copy that makes money. More reasons to buy: 1.           It costs you just £115 (approx. $150). I'm constantly being told it's worth way more than that, but I want to keep it affordable. And I assure you there are many people out there charging a lot more for a lot less. 2.           If you don’t feel like it’s worth it, I’ll give you all your money back – no questions asked. 3.           I know what I’m talking about. I don’t like bragging, but for social proof purposes you should know I’ve worked for – either directly or through agencies – brands like Colgate, Costco, Renault, FedEx, G4S, ActionCOACH and Unilever. 4.           It’s hard copy. This is paper and ink – one book of course material that I post to you (worldwide, at no extra cost). Bit old school? Maybe, but loads of people I speak to are sick of digital courses, Zoom teaching, Facebook support groups etc etc. So, I’m giving you something real that you can scribble all over with notes and reminders, then pop on your bookshelf for future reference. 5.           It’s split into eight parts and there’s a task to do in each, but you can take as long or as little time as you like. One more reason to buy: You get to run a piece of your own copy past me for a full critique. I’ll tell you exactly what you must change to make more money and attract more clients. That’s something I used to sell at £250. Course, critique and bonuses – all for £115. That’s crazy value, especially in these inflationary times. You have less than three days left – It gets pulled from sale at midnight on Sunday. And I don’t know when I’ll find the time to launch it again. Please don’t miss out. Hit the link in comments now.

The Lazy Copywriter’s Way to Riches: I used to work hard as a copywriter – way harder than I do today. And for much less money. Years back, I went through a stage when I barely left my des, as I was furiously cranking out blog posts, articles and web pages. All for a few groats from the rich man’s table. And that was all I knew – so I kept at it. Maybe that sounds a bit like you? The good news is it doesn’t have to be that way. My escape from the content mines started when a copywriter friend took me to task over how little I was earning. The big money, he explained, was in the field of direct response copy - email, ads, sales pages etc So, I dipped a toe in the direct response world. And it came back a mangled mess. As I didn’t know what I was doing. The first DR client I bagged hated the sales letter I wrote for her. And with good reason – as it was tripe. You see, just because you can write, doesn’t mean you can write to sell. Banging out blog posts like ‘Ten Ways To Make Your Moving Day Go Smoothly’ didn’t prepare me for persuading people to part with their hard-earned cash. So, I started to learn my trade. I read voraciously on the subject of direct response – Hopkins, Caples, Ogilvy, Bird, Schwartz, Halbert, Kennedy et al. As I did, my copy improved - and my earnings. Now I’ve got a thriving business, which is 80% based on direct response copy. So, I’ve been able to achieve my dream: A lazy life. You see I am, in my mother’s words, an idle little bugger. I hate hard work. Now, I can afford to take it easy – as I know what I’m doing. I write quickly and confidently and charge healthy fees for my copy. And my clients happily pay them, as they know what I write gets results. Want some of that? Then you need to buy Copy Legend – my copywriting course – before it vanishes from sale at midnight on Sunday. I’m not sure when it’ll return. So, I strongly suggest you get your paws on it now – while you still can. Here’s a brief recap on what you get: Copy Legend shows you the secrets of persuasive, emotion-led direct response copy. It’s distilled wisdom from my 20 years of writing for some of the world’s biggest brands. When you’re done, you’ll have the tools you need to write copy that makes serious money for you and your clients. This course teaches you stuff ChatGPT can’t replicate, so by learning these skills you tap into the demand for good, human direct response copy. That protects your career and pulls in the big bucks. You interested? Then be quick, as I'm pulling it on Sunday. Simply hit the link in the comments to protect and grow your copy career. Can you afford not to? PS Some of you may recognise that first line as a rip-off of The Lazy Man’s Guide to Riches, a brilliant headline that headed up a sales page by Joe Karbo. You see, one of the best tactics in direct response is to adapt what’s gone before, which is why Copy Legend has so many examples of amazing copy from years gone by.

Martin Scorsese's message of hope for copywriters: “I don’t see them. I tried, you know? But that’s not cinema,” he told Empire magazine. “Honestly, the closest I can think of them, as well made as they are, with actors doing the best they can under the circumstances, is theme parks. It isn’t the cinema of human beings trying to convey emotional, psychological experiences to another human being.” He was talking about superhero films. I’m with him. I quite liked Avengers, Iron Man etc when they first arrived. But now I’d watch Songs of Praise over that sort of drivel. It’s the cinematic equivalent of eating candy floss. Nice at first, but quite soon you start feeling sick and guilty. And this is my point: The same problem applies to AI-written content. It looks good at first, but the more you dig into it, the worse it becomes. There’s no depth or emotional heft to robot copy. Now please don’t think this is me telling you not to use AI. You should, as it can do lots of the hefty lifting in terms of getting you started, suggesting alternatives, finding mistakes, research, and more. But please don’t let it anywhere near a final draft. Certainly not if your writing sales copy Plenty of hapless writers who can't connect properly with readers are using AI extensively – with little or no input from themselves. And some clients will buy it. But these are the rotten, low-paying clients no one else wants. And the AI crowd will never escape from that swamp. When you learn how to write proper copy, with emotion and warmth – even if AI lend a hand – then you’ll land clients who care about results. And that’s where you get the big bucks. So, keep at it. Keep improving. And don’t worry about robots taking your job. If you’re good enough, they can’t touch you. *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

This is how you improve any piece of marketing copy in just 10 minutes: You do this one simple thing. You make it shorter. Don’t jump on me. This isn’t some ‘people have short attention spans so everything must be short’ type rants. Note – those ranters don’t know what they’re talking about. Sales copy must be long enough to cover every selling point and overcome every objection. Only then is your job done. But you, me, and pretty much everyone can chop down a draft without losing any of these points. Here’s the easiest way to do it: Look at every sentence you’ve written and ask yourself this question – so what? If it adds to the selling argument you are making, keep it in. If it doesn’t, strip it out. By the end you’ll have a shorter, tighter piece of copy that retains all the persuasive elements you started with. *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

How to escape the procrastination pit: We've all been there, staring at a looming deadline, the sweet siren song of procrastination calling our name. It starts innocently enough: ‘Just 5 minutes of Bargain Hunt’ ‘Just a quick scroll on social media’ ‘Just a few seconds gazing longingly at that bag of giant prawn cocktail wotsits you’ve been saving’ (I appreciate this may just be me…) But next thing you know, you're down a rabbit hole – as one act of procrastination leads to another, and your work remains untouched. I should know, I’m the world’s worst (best?) procrastinator. But I’ve also developed a few decent ways to avert it. Here are my battle-tested strategies to help you escape the procrastination pit: 1. Chunk it Down: Don't be overwhelmed by the big picture. Break down your task into smaller, manageable chunks. This makes it feel less daunting and allows you to tick things off your list, giving you a sense of accomplishment and boosting your motivation. 2. The Pomodoro Technique: This time management method involves working in focused 25-minute bursts, followed by short breaks. This helps you stay focused and avoid burnout. There are plenty of free Pomodoro timers available online to keep you on track. 3. Reward Yourself: Positive reinforcement works wonders. Set a reward for yourself after completing a task or reaching a certain milestone. It could be a cup of tea (my go to), a walk, a ten-minute stretch on Insta - whatever. Just make it something worth looking forward to. 4. Remove Distractions: Put your phone on silent, close unnecessary browser tabs, and shut down email. A quiet, clutter-free workspace can also go a long way in minimising distractions. 5. Just Start: Sometimes, the hardest part is simply getting started. Even if it's just 5 minutes, commit to taking the first step. Often, the momentum of starting will propel you forward. And you may surprise yourself with how much you can accomplish. What would you add to the list? *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Six ways to put a rocket in your copywriting career: • Read books (not just about copy - everything and anything) • Write every day • Learn from others • Try stuff that makes you uncomfortable • Read everything aloud before submission • Join me in The Copy Arms, where I serve (free) advice on writing copy and career building.  - bit.ly/thecopyarms

This is a message for all freelancers seeking work. There's plenty you can do to get clients - cold email, cold calls, networking, direct mail, email newsletter etc. The list goes on. But you've actually got to DO something. And stick with it. Put aside a bit of time for marketing yourself every day. Bagging clients isn't easy, but you'll get there. And the best thing you can do right now is follow up with any dormant leads sitting about in your inbox. Worst they can say is no...

Why Do All Your Copywriting Clients Hate You? I watched a film the other day called All My Friends Hate Me. It’s hideous. In the sense that the social neuroses it unpicks will have you curled up in a cringe-induced ball. I’m still recovering. I won’t give any spoilers, but the general premise is that a bloke is invited by his friends to a country mansion to celebrate his birthday. He bowls in with a forced ‘woo-hoo, let’s get this party started’ vibe, only to find the house deserted. When he eventually finds his pals, he’s filled with the unspoken dread that, actually, they may not like him at all. Do they actually hate him? Or is he just being paranoid? I’ll say no more, but it’s well worth watching if you can bear it. And you may feel similarly about your clients – especially the ones you haven’t heard from for months and have seemingly dropped you. Questions will fill your skull… What did I do wrong? Do they hate me? Did my copy bomb? To which, 90% of the time, the answers are – nothing, no, and no. Truth is, clients will stop working with you for all sorts of reasons – budget, necessity, other commitments etc – that are nothing to do with you or your work. But the worst thing you can do is read their silence as a message that they never want to work with you again. That’s unlikely to be true. So, you must keep on their radar. Send the odd email and DM, reply to the odd post. Then, if and when they do need a copywriter again, it’s a good chance they’ll turn to you.

This simple copy tip won’t fail you: It’s an obvious thing to do before you write marketing copy. But very few people do it, including copywriters. Actually, it’s two things:   1. Write down all the reasons why someone would buy your product or service 2. Write down all the objections someone could have to buying from you     Then, when you write your copy, look at the lists you’ve written down. To succeed, your copy must list all the reasons for buying. And overcome all the objections. Do this properly and you put yourself in a very powerful position, as there is nothing your potential customer is unsure about. And that, I promise you, will lead to many more sales. *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Six surprising things I've learnt in 20 years as a copywriter: 1. High-paying clients are much less demanding than low-payers 2. Clients are less interested in niches than copywriters 3. There’s an insatiable appetite out there for good copy from copywriters who deliver on time and don't whinge about revisions 4. Good copywriters who deliver on time and don't whinge about revisions are surprisingly rare 5. Using 'this' or 'these' in a subject line or headline massively boosts response 6. It's impossible to start a packet of Maryland Cookies and not finish them all off Anybody got their own pearls of copywriting wisdom? *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Would you say this to someone you know? I mean this: ‘We commit every day to excellence, integrity, and the relentless pursuit of greatness.’ You wouldn’t say anything like that, would you? If you did, they’d think you had a screw loose. Yet this sort of bullshit (it’s a real example) has been normalised in the written word. You see it every day on websites. And it’s just meaningless piffle. Nobody pays a blind bit of attention. And AI is making the situation worse, as it often writes in this style. That’s not surprising, as it’s a copy-cat – so it looks to what others do. OK, here’s my point: If you want to cut through with your own writing and attract customers, you must write like a human. So, with all you marketing copy, ask yourself this question: ‘Would I say this to someone I know?’ If not, there’s work to be done. ***   Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms   Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you’ll discover how to market yourself better and sell more - bit.ly/thesoloarms

Oi, copywriters - I hate to break this to you, but: Nobody's going to hire you just because you love to start sentences with 'And'. Also, your prospective clients don't know who David Ogilvy is - nor do they care. And I assure you they have little interest in what AIDA is, or what it does. So, if you want to use social to attract clients, then talk about the stuff that matters to them - not what matters to other copywriters.

Copywriting secret: I don't write copy. I write conversations. People buy from people, not paragraphs. More tips in The Copy Arms - the copywriters' pub - hit the link in my bio

Why do people in marketing expect others to understand tosh like ‘brand personality’? I ask because a client recently came to me after a confusing experience with an agency. He needed a website rewrite and had been asked to fill in a ‘brief deck’ by said firm, which asked questions like: ‘What is your firm’s brand personality?’ ‘What tone of voice does your brand speak with?’ ‘If your brand was an animal, what would it be?’ (OK, I made the last one up – but it was a long list of similar questions.) The guy in question runs a building firm – he doesn’t know a tone of voice from a scaffolding pole. Nor should he. Now, of course, nailing down a strong brand identity is important for a website. But you’re not going to get to it by asking damn stupid questions that few outside the copy and marketing sectors understand. Yet this mistake is so common – and often comes from people who, quite rightly, scoff at the use of jargon in copy. Yet they can’t see through their own. So, when you work with a client – make sure you do it in language they understand, they’ll thank you for it. *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms