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No boring ideas: Why great Promotions are more than just great sales copy
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Many of the most legendary direct response marketing promotions had a concept built into them that elevated the promotion itself.
A concept that only indirectly had anything to do with the benefits of the product. These were more than simple sales letters or VSLs they were full blown PROMOS.
We start this episode looking at some of those promotions and follow the conversation into more nuanced territory around what makes an editor more promotable, new promotional formats, the nature of relationship building with the prospect and customer, and more.
In this episode I'm joined by Brian Hicks, founder of Angel Publishing, Rob Braddock, the king of "Fintertainment" whose written a ton of big winners in FinPub, and Sean MacIntyre, a senior copywriter with a decade of experience working for the major Agora publishers and working closely with Mark Ford.
In the past four years, Rob Braddock has written and / or chiefed more than $60 Million in financial copy. Connect with Rob at Big Idea Promos.
Sean Macyntire runs the Youtube Channel Copy That!
Brian Hicks publishes at Angel Publishing
FinPub Pro is produced by The Financial Marketing Summit, the #1 networking and marketing conference for financial newsletter publishers, trader educators, and digital financial media.
John Newtson, host and founder of The Financial Marketing Summit can be reached via LinkedIn at John Newtson
Chapters
1. No boring ideas: Why great Promotions are more than just great sales copy (00:00:00)
2. Clayton Makepeace's Celebrity Coin Promotion (00:01:48)
3. Discussion on the good and bad of selling into market trends (00:08:23)
4. The John Boehner Cannabis Promotion (00:17:50)
5. Rob Braddock's Election Night Promotional Concept (00:19:56)
6. Matt Insley's Armored Car Promo (00:27:32)
7. The $1 million portfolio concept (00:28:30)
8. Joe Schriefer's comparison of customers vs. subscribers (00:34:13)
9. More Promo examples: Meganar. Jetinar, Shark Tank successes and failures (00:38:33)
10. Rob Braddock's "Fintertainment" Concept (00:43:16)
11. Brian Hick's on the Greatness of Bob Ross & why everyone in FinPub should watch at least one show. (00:50:40)
12. Dave Portnoy Hacked American Culture (00:52:01)
13. Promotional Formats from magalog to vsl to fintertainment (00:58:02)
14. What forms of content are FinPub customers consuming? (01:00:23)
15. Example of a customer relationship to marketing guru Frank Kern (01:02:34)
16. Can you create uniqueness for your guru or franchise? (01:05:50)
17. How Fintertainment models moves copy away from "claims" and other regulatory issues (01:11:08)
18. Finding gurus you can sell. (01:15:15)
19. Bill Bonner as the model for gurus (01:22:58)
20. How would you elevate or create a kind of a guru brand that you know would be sellable, (01:24:54)
21. Why don't publishers invest in building the larger credibility of their gurus? of the (01:30:49)
22. Will the industry transition to new media models? (01:36:36)
23. Publishers will have to get comfortable with new models (01:40:42)
24. The need for new channels as customer demographics change (01:42:09)
25. The growth of substack investing newsletters. (01:50:21)
26. People will always choose 'their guy' in a sea of information (01:51:22)
27. Do customers who consumer long form free content turn in to buyers? (01:55:26)
28. Ideas Dominate Newsletter Publishing Regardless of Format (02:06:46)
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