Copywriters Podcast

Today in our Old Masters series, we have someone a little different whose work we’re going to look at. His name is Robert Updegraff. He wasn’t really a copywriter, but experienced copywriters and marketers know him. In today’s show, we’re going over a short book he published originally in 1916. It’s called Obvious Adams and it’s a story about a copywriter that took the business world by storm. Jack Trout, author of the modern marketing classic “Positioning,” wrote an article about Obvious Adams in Forbes. This is a guy who knows a thing or two about marketing, and he called Obvious Adams “the best book that I have ever read on marketing.” The hero of the story, Obvious Adams, had a knack for finding the simplest, most obvious idea. And his ideas led to great increases in sales. It turns out, that’s exactly what a viral idea is. Today, we’ll show you what to look for in an idea — whether it’s a positioning statement, or a headline, or a product idea — to see how likely it is to go viral. We’ll talk about the b