Discover why is it better to copy something that’s been working rather than being original Learn the advantages of having a swipe file and how can use it to write a star-seller copy Understand why looking for copywriters in-house isn’t always the best solution to your bad sales Resources/Links: Want to learn more about how to write copy that drives sales? Click here: bly.com Summary Do you want to learn how to write a copy that actually sells without the stress? Writing copy isn’t supposed to be difficult if you have the right people and techniques for the job. An effective copy can be modeled from something that is already working, rather than original. Robert Bly is a freelance copywriter and author of 100 books. Grab a pen and take down notes as Robert talks about what differs from a copy that’s just good from one that works and actually sells. He also shares how you can write your own A-level copy that guarantees engagement and sales! Check out these episode highlights: 02:21 - Robert’s ideal client: My ideal client is twofold. Number one, I only work with clients that are direct response or direct marketers that could be online. It could be multi-channel. 03:41 - The problem he helps solve: The standard answer would be getting more sales, more clicks, or conversions. But the problem that clients really have is they tell me I can't get a copy anywhere that's right. 04:55 - The symptoms of the problem: The two symptoms. One is the obvious-- bad numbers. They say, "I ran this Google campaign." "Send it to my landing page." And it's like zero or it's very low! 05:58 - Clients’ common mistakes before consulting Robert: Here's what I think a lot of clients quite naturally, and I think it's fine, will inhouse. They have staff or employees who will write their own copy. 07:18 - Robert’s Valuable Free Action (VFA): If they want to write better copy and do it themselves, or have someone on their staff do it, that copywriter should keep what we used to call in the good old days, I don't know if you use this today, a "swipe file". 08:58 - Robert’s Valuable Free Resource (VFR): Want to learn more on how to write a copy that drives sales? Click here: bly.com 10:02 - Q: How do you get from B-level copy to A-level copy? And really stand out as a copy. A: I think the quick definition of A-level copy is it's a big idea. In other words, it's not "seven reasons to buy a garden hose". Tweetable Takeaways from this Episode: “It's better to model after something that you know is working than to be brilliantly creative and original.” -Robert BlyClick To Tweet Transcript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from the Sunshine Coast in Australia. I'm joined today by Robert Bly, a.k.a. Bob. Welcome, sir! A good day from Down Under. Where are you hanging out? Robert Bly 00:22 I am hanging out, as I always do, in New Jersey, on the east coast of the USA. Tom Poland 00:27 New Jersey Turnpike, they've been John Malkovich. Right? Robert Bly 00:30 That is one of our major roads. The Turnpike, and the parkway, Tom Poland 00:35 Not a fun place to get dropped out onto the sidewalk, probably, but anywho! So how do you- I mean, in New Jersey, you're really close to New York, right? Robert Bly 00:42 Very close to New York. And if there was no traffic, it could literally be a 15-minute drive. But, these days, there's always traffic. Tom Poland 00:51 So is New York like a big brother to New Jersey? Is that sort of chip-on-the-shoulder thing between the two that sometimes there's a sibling rivalry? Robert Bly 00:59 Yeah,