The Copywriter Club Podcast Kira Hug and Rob Marsh

Copywriter Allea Grummert is our guest for episode 199 of The Copywriter Club Podcast. Wait… are we really about to cross the 200 episode frontier? Yep, and Allea is the perfect guest to wrap up the last 100 episodes before we make a few changes to the format. We talked to Allea about her processes, her switch from blogging to copywriting, and how she’s made so much progress in the past year. Here’s the breakdown of what we covered:

•  the long road from personal finance blogger to copywriter

•  her best personal finance ideas for copywriters

•  why she waited so long to call herself a copywriter

•  how she finds clients today (a lot of them come from conferences)

•  the take-aways from Allea’s work as an implementer

•  her process for working with clients—the whole thing—start to finish

•  what she charges for her audits (and what makes them valuable)

•  the differences between the packages she offers to clients

•  how she structures the email sequences she writes

•  how she segments lists for her clients to be most effective

•  the CEO check-in and how it helps her grow her business

•  the hard stuff she’s dealt with as she’s grown

•  the things and people she’s invested in to take her business to the next level

•  her advice to “writers” who aren’t yet ready to call themselves “copywriters”

•  the advice from a friend that caused a panic attack

•  the mindset shifts she’s made over the past year to move forward

•  getting paid in advance for work that doesn’t start for a month or more

•  working with a VA and how to do it so the relationship works

•  her advice for list building and creating content for your list

•  her experience at TCCIRL in 2019 and 2020



 

The people and stuff we mentioned on the show:

Notion

Val Geisler

TCCIRL

Allea’s website

Kira’s website

Rob’s website

The Copywriter Club Facebook Group

The Copywriter Underground



 

Full Transcript:

Kira:   This episode is brought to you by the Copywriter Underground, the place to find more than 20 templates, dozens of presentations on topics like copywriting and marketing your business, a community of successful writers who share ideas and leads, and the Copywriter Club newsletter mailed directly to your home every month. Learn more at thecopywriterunderground.com.

Rob:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes, and their habits, then steal an idea or two to inspire your own work? That’s what Kira and I do every week at the Copywriter Club Podcast.

Kira:   You’re invited to join the club for episode 199 as we chat with copywriter, Allea Grummert about email and why it’s such a powerful platform, which email sequences are most important and what they nee...

Copywriter and Creative Director Sam Pollen is our guest for the 198th episode of The Copywriter Club Podcast. Sam works in-house at an agency focused entirely on copy—there are no designers—which might be a dream for a lot of copywriters. We asked Sam about the differences between the freelance world and the work his team does. Here’s an idea of what we covered during the interview:

•   how Sam went from zoology student to copywriter and creative director

•   why Sam prefers to work in-house and leaves the freelancing to others

•   how he works with other writers in his role as a CD

•   the creative process at agencies and how everyone works together

•   how they work with designers and hand off copy to the design team

•   this skills and training a copywriter might need to be a creative director

•   Sam’s writing process and how he generates ideas for each assignment

•   asking “stupid questions” to truly understand the products we sell

•   how asking the questions that aren’t in the brief leads to a big idea

•   what’s involved in the process of naming

•   how Sam and his agency present work to their clients

•   the challenges of working on brand voice and brand guides

•   writing luxury copy and the different approaches to a variety of products

•   why he wrote a book about a boy with anorexia

Sam’s story and advice are worth a listen. To hear what he told us, scroll down and click the play button. Or read a transcript a little farther down the page. And if you never want to miss an episode subscribe to the podcast with your podcast app, then leave a review.



 

The people and stuff we mentioned on the show:

Reed Words

Sam’s Twitter

Kira’s website

Rob’s website

The Copywriter Club Facebook Group

The Copywriter Underground



 

Full Transcript:

Rob:   This episode is brought to you by The Copywriter Underground, the place to connect with hundreds of smart copywriters who share ideas and strategies to help you master marketing, mindset, and copywriting in your business. Learn more at thecopywriterunderground.com.

Kira:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That’s what Rob and I do every week at The Copywriter Club Podcast.

Rob:   You’re invited to join The Club for episode 198 as we chat with copywriter and creative director Sam Pollen about working at an agency that’s focused on great copy, what it takes to build a verbal identity, his biggest struggle as a creative and as a copywriter, and why he wrote a book about anorexia.

Kira:   Welcome, Sam.

Rob:   Hey, Sam.

Sam Pollen:   Thanks very much for having me, guys.

Kira:   Yeah, we’re excited to have you today and let’s just start this conversation with how you ended up as a creative director.

Red hot copywriter Lorrie Morgan is our guest for the 197th episode of The Copywriter Club Podcast. As a stay-at-home mom she looked for a job that she could do from home. When a client asked for a 52-part auto responder, she knew she had to get serious about the craft. And she shared her decades of experience, as we asked about:

•   her journey from actor to copywriter to direct response guru

•   what she learned from her mentors (and who they are)

•   what it takes to “write fearlessly” … Lorrie breaks down what she did

•   the “pain-in-the-butt” writing exercise that makes you into a better writer

•   what she did to attract clients when she was just starting out

•   what she learned from moving 16 times before she graduated from high school

•   how she uses an alter-ego to go beyond her limitations and write copy

•   self-care and how Lorrie makes sure she feels good enough to write well

•   the biggest mistakes her copywriter clients make

•   the differences between writing for men and women

•   the “tarket” trick for connecting on a deeper emotional level in copy

•   the process of writing her book and why she wrote it

•   what’s on Rob’s vision board (and why Kira might need one)

•   why Lorrie wears a cowboy hat to events

•   what is was like to work on Baywatch—the truth about David Hasslehoff

Lorrie shares some great advice to copywriters who want to grow. To hear what she said, scroll down and click the play button. Or scroll a bit farther for a transcript. And if you’re really serious about getting better as a copywriter, subscribe to the podcast (so you don’t miss an episode) and leave a review.



 

The people and stuff we mentioned on the show:



Baywatch

Gary Halbert

John Carlton

Kevin Rogers

Pauline Longdon

Todd Herman

Ignite Your Moxie

Ali Brown

Andre The Giant

Lorrie’s website

Kira’s website

Rob’s website

The Copywriter Club Facebook Group

The Copywriter Underground



 

Full Transcript:

Kira:   This episode is brought to you by The Copywriter Underground, the place to find more than 20 templates, dozens of presentations and topics like copywriting, marketing, mindset. A community of successful writers who share ideas and leads and a copywriter club newsletter which is mailed directly to your home every single month. Learn more at thecopywriterunderground.com.

Rob:   What if you can hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then instill an idea or two to inspire your own work, that’s what Kira and I do every week at The Copywriter Club podcast.

Kira:   You’re invited to join the club for Episode 197 as we chat with R...

Copywriter and persuasion expert Adil Amarsi is the guest for the 196th episode of The Copywriter Club Podcast. Adil is working on a book on Persuasion and recently changed the title he prefers from Copywriter to Creative Director because he does so much more than copy. We covered quite a bit of ground during our discussion, including:

•  how writing daily stories as a kid led to a gig as a copywriter (before he knew what copywriting was)

•  his process for attracting his first clients

•  what he did to learn copywriting and who he learned it from

•  the “first week’s earnings” deal that netted him six figures

•  what not to do when you get a windfall

•  going from £300 to $30,000 + 4%—the secret of Adil’s success

•  mental health issues and the impact on his business

•  how much time he spends writing versus ideation

•  breaking down what a $30K project looks like

•  the clause that Adil adds to his contract that you’ll definitely want to borrow

•  walking the line between manipulation and persuasion

•  one of the words you should never use in your copy

•  what it means to be a creative director and why he doesn’t call himself a copywriter

•  what it takes to create a great offer

•  the practical joke he played on one of his friends

You won’t want to miss this one. Download it to your favorite podcast app or simple scroll down and press the play button. You’ll also find a full transcript and links below.



 

The people and stuff we mentioned on the show:



John Carlton

Gary Halbert

PsychoCybernetics

Jay Abraham

The Irresistible Offer

Adil’s website

Kira’s website

Rob’s website

The Copywriter Club Facebook Group

The Copywriter Underground



 

Full Transcript:

Rob:   This episode is brought to you by The Copywriter Underground, the place to connect with hundreds of smart copywriters who share ideas and strategies to help you master marketing, mindset and copywriting in your business. Learn more at thecopywriterunderground.com.

Kira:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two inspire your own work? That’s what Rob and I do every week at The Copywriter Club podcast.

Rob:   You’re invited to join the club for episode 196 as we chat with copywriter, podcaster and alchemists of persuasion, Adil Amarsi, about telling better stories, what it takes to create a great offer, how to be more persuasive, and his approach to consulting with his clients on their marketing needs.

Kira:   Welcome, Adil.

Adil:   Hi. Thanks for having me, guys.

Kira:   Yeah, and just shout out before we jump into Brennan Hopkins, who introduced us, so thank you, Brennan for making the introduction. And let’s just kick this off with your story. How did you end up as a copywriter, consultant, podcaster, artists and we can go on and on, and on?

Adil:   Yeah. So first of all,

Growth marketer and event co-founder, Stef Grieser, is the guest for the 195th episode of The Copywriter Club Podcast. Kira met Stef and Shine Bootcamp late last year and immediately knew that she had a lot to share with our audience. But we didn’t just talk about speaking. We covered a lot of ground—and went a little longer than usual. Here’s a taste of what we talked about:

•   Stef’s career path and how she came to co-found two big events

•   how she used meet-ups to “test drive” CTA Conference

•   how the first CTA Conference line up led her to focus on diverse voices at conferences

•   the mix of speakers and why up-and-comers are just as important as stars

•   what she did to turn herself into a conference speaker

•   the difference between “growth” marketer and “regular” marketer

•   how Stef scaled her team and community as she built CTA Conf

•   what makes a good speaker pitch and how to get accepted as a speaker

•   the cues that let conference organizers know you are a fit for them

•   what she did to connect with sponsors and what makes a good sponsor

•   the importance of being a subject matter expert

•   the other skills you need on stage… in addition to content

•   when you should reach out for help from a speaking coach

•   Stef’s thoughts on the importance of copywriting as a business skill

•   what Stef would like copywriters to do differently

•   how she’s developed her leadership skills and built a team

•   the stuff that hasn’t gone very well and how she fixed things

•   her advice to anyone who wants to do what she’s done

•   product founder fit and the importance of finding it

•   Shine Bootcamp—what it is and how to find out more

If you’ve ever thought about getting on stage (or presenting workshops or webinars) as a way to build your authority, you won’t want to miss this episode. To hear it, click the play button below or scroll down for links and a full transcript. Or subscribe using your favorite podcast app.



 

The people and stuff we mentioned on the show:

Shine Bootcamp

CTA Conf

Oli Gardner

Lianna Patch

Kira’s website

Rob’s website

The Copywriter Club Facebook Group

The Copywriter Underground



 

Full Transcript:

Kira:   This episode is brought to you by The Copywriter Underground, the place to find more than 20 templates, dozens of presentations on topics like copywriting and marketing your business, a community of successful writers who share ideas and leads, and the Copywriter Club Newsletter mailed directly to your home every month. Learn more at TheCopywriterUnderground.com.

Rob:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own wor...

Copywriter Christina Torres is our guest for the 194th guest on The Copywriter Club Podcast. Christina is a member of The Underground and The Copywriter Think Tank so we’ve seen some of the changes she’s made to her business recently. We talked to Christina about her business and the kinds of things she does as a pocket CMO. Here’s most what we covered…



•  her story—how she became a copywriter by mistake

•  how she got permission to do the thing she really wanted to do

•  what she does in her role as a CMO in your pocket

•  how she’s worked with copywriters as a CMO to help them grow

•  some examples of her work and how she helps people get out of their own way

•  how she attracts and connects with her clients

•  why she took the time to figure out what she doesn’t like to do

•  how she found clients in the the programs she has joined

•  the importance of taking a stand in her business and making change

•  the idea of a culture and equity audit for the work she does

•  how she balances all the things competing for her time

•  the catalyst for the new program she’s launching

•  what an anti-copy course copy course would look like

•  launching even when there’s too much other stuff going on

This is a good interview you won’t want to miss. To hear it, click the play button below or subscribe on iTunes or Stitcher. Or scroll down to read a full transcript and see links to what we talked about.





 

The people and stuff we mentioned on the show:



Marie Forleo

Laura Belgray

Samar Owais

Matt Hall

Rachel Rogers

Christina’s website

Christina’s insta

Kira’s website

Rob’s website

The Copywriter Club Facebook Group

The Copywriter Underground



 

Full Transcript:

Rob:   This episode is brought to you by The Copywriter Underground, the place to connect with hundreds of smart copywriters who share ideas and strategies to help you master marketing, mindset and copywriting in your business. Learn more at TheCopywriterUnderground.com.

Kira:   What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That’s what Rob and I do every week at The Copywriter Club Podcast.

Rob:   You’re invited to join the club for episode 194 as we chat with copywriter and CMO in your pocket, Christina Torres, about how her business has evolved to include much more than copywriting, what she’s done to juggle working a job while pursuing a side hustle, how copywriters can speak up and create change, and what she’s done to figure out what comes next.

Kira:   Welcome, Christina.

Christina Torres:   Hey. I’m so excited. Ah, this is like the nerdiest, surreal thing that’s ever happened and I’m just pinching myself.