Copywriters Podcast

When I first started copywriting, I had a real disadvantage. I had been a journalist, and the underlying belief -- at the time -- was that people are rational: You simply give them the facts, for and against, and they will make a reasoned decision. So when I started to see promotions that were working based on emotional appeals that seemed foreign and bizarre to me, I didn't understand. It took a while. But eventually, I came to realize what every successful copywriter realizes: that people are motivated by forces that had nothing to do with what I had learned in school, or on the job as a working journalist. One way I came to make sense of all of this was by looking at what's known as "the Seven Deadly Sins." That is -- all of these things you were NOT supposed to do and feel, were, in fact, what motivated large numbers of people to act and to buy. That's what we'll be talking about today. Warning Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common