Martin Sayers

20+ years selling with words. Showing copywriters how to boost copy and career. Join the hordes in my virtual pub, The Copy Arms -

[Martin Sayers @CopyArms]

Look Ma, I did a podcast! Brave New Word is by copywriters, for copywriters.

To listen, hit one of these links:

Spotify: https://t.co/O8oDIo2151

Apple: https://t.co/YHlsl7CVYU

Pocket Casts: https://t.co/y9QZtQbXoU

Acast (our host): https://t.co/txRBWaT01Y

[Martin Sayers @CopyArms]

Unrealistic claims in copy are a dangerous game, as they destroy credibility.

The most powerful copy is grounded in truth, speaking to real struggles and offering realistic solutions.

More simple copy tips in The Copy Arms – hit the link in my bio.

[Martin Sayers @CopyArms]

Look Ma, I did a podcast! Brave New Word is by copywriters, for copywriters.

To listen, hit one of these links:

Spotify: https://t.co/O8oDIo2151

Apple: https://t.co/YHlsl7CVYU

Pocket Casts: https://t.co/y9QZtQbXoU

Acast (our host): https://t.co/txRBWaT01Y

[Martin Sayers @CopyArms]

This is copy that saves lives.

It’s not often I post about urinals, but what’s written here is so powerful:

“Blood in your pee? Contact your GP practice.”

Talk about targeting your market. Hats off to everyone at the @NHS involved in this campaign. You are life savers.

[Martin Sayers @CopyArms]

Do this before you send any copy anywhere:

Read it back from the point of view of the reader and, after every sentence, ask yourself if it adds anything.

If it does – keep it in.

If it doesn’t – chop it out.

You’ll be surprised by how much waffle you have in your copy.

[Zac Goldsmith @ZacGoldsmith]

This man raped a woman but was referred to as ‘she’ in court because he’s decided to identify as a woman. Why do the authorities play along with this insulting nonsense? There is no ambiguity at all. It’s an obvious farce. So why do they do it?

[Martin Sayers @CopyArms]

A poor email subject line kills your chance of getting things done.

This applies to anybody sending any type of email - not just marketers.

So, If you're sending an email that needs to be opened and acted upon, then think like a (good) copywriter.

Stop it with the 'Quick question' or 'Just checking in' nonsense. They'll go straight in the bin - as scammers and digital snake-oil salesmen killed these through overuse.

Instead:

👉 Be specific. 'Your Q3 report is overdue' beats 'Following up' any day.
👉 Spark curiosity. 'This is the bad mistake we're all making' - who wouldn't want to know?
👉 Use numbers. "We're 37% down this Q" is more informative than "Sales problems".

And for God's sake, ditch the emojis. You're not texting your mate about Friday drinks.

Remember: Your subject line has one job - to get the email opened. It's about being effective.

***

Want to hear more from me? Stop in at one of my virtual pubs:

Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - https://t.co/hdkYEmSyas

Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - https://t.co/VVzDONEQnQ

[Martin Sayers @CopyArms]

The copywriting Agony Uncles have hit the airwaves…

A while back, my copy mate from New Zealand – @HaydenMaskell – suggested we do a podcast together.

And, lo and behold, we made it happen! Actually, Hayden made it happen – but I did lend my voice at least…

Anyway, Brave New Word has hit the digital airwaves.

This features us answering your copy and marketing problems.

But there’s a twist…

One more ‘copywriter’ joins us – just not a human one.

AI enters the fray. ChatGPT is here to give its take on the problems at hand.

We weren’t expecting (and didn’t get) great things from AI – it’s more an opportunity for us to poke a bit of fun at the robot and show it has a long way to go…

Above all, we want to have a bit of fun. Most copy podcasts are serious as they come, so let’s lighten the mood a little.

In no particular order, we cover:
👉 The definitive answer on whether you should niche as a copywriter
👉 The sport we’d all play in the infinitesimally small chance of us being selected for the Olympics
👉 Whether or not you should swear in your copy

So, if you’d like a listen hit the link here - https://t.co/0EgewkwBcK

That’s for Apple, although it’s also on Amazon, Acast and Spotify.

And Hayden’s about to whip me into the studio for more episodes – so please send more questions. You can comment below, or DM or email me (don't contact Hayden, you won't hear back – I’m the sociable one…)

To give you inspiration, here are some questions we’ve already got on the slate:

What’s the secret to writing a good headline?
What’s the best copywriting book ever written – and why?
Where’s the best place to find copywriting clients?

We also like a fun question, for example:

If there was a zombie apocalypse, which copywriter would survive the longest?
What’s the best James Bond movie?
What wine should I drink with a hotdog and chips?

Lastly we’d both really appreciate it if you could spread the word about Brave New Word (see what I did there?). Please like, share and comment on this post and – if you actually listen to it – say something nice in the reviews.

[Martin Sayers @CopyArms]

The copywriting Agony Uncles have hit the airwaves…

A while back, my copy mate from New Zealand – Hayden Maskell – suggested we do a podcast together.

And, lo and behold, we made it happen! Actually, Hayden made it happen – but I did lend my voice at least…

Anyway, Brave New Word has hit the digital airwaves.

This features us answering your copy and marketing problems.

But there’s a twist…

One more ‘copywriter’ joins us – just not a human one.

AI enters the fray. ChatGPT is here to give its take on the problems at hand.

We weren’t expecting (and didn’t get) great things from AI – it’s more an opportunity for us to poke a bit of fun at the robot and show it has a long way to go…

Above all, we want to have a bit of fun. Most copy podcast are serious as they come, so let’s lighten the mood a little.

Our first episode features questions from Andy Goldman , Matthew Wood , Chris Croft and Alison Muller.

In no particular order, we cover:

👉 The definitive answer on whether you should niche as a copywriter
👉 The sport we’d all play in the infinitesimally small chance of us being selected for the Olympics
👉 Whether or not you should swear in your copy

So, if you’d like a listen hit the link here - https://t.co/3cSpeBKUJf

That’s for Apple, although it’s also on Amazon, Acast and Spotify.

[Martin Sayers @CopyArms]

@BrightWordsCopy Hope you enjoy it Karen!

[Martin Sayers @CopyArms]

The copywriting Agony Uncles have hit the airwaves…

A while back, my copy mate from New Zealand – Hayden Maskell – suggested we do a podcast together.

And, lo and behold, we made it happen! Actually, Hayden made it happen – but I did lend my voice at least…

Anyway, Brave New Word has hit the digital airwaves.

This features us answering your copy and marketing problems.

But there’s a twist…

One more ‘copywriter’ joins us – just not a human one.

AI enters the fray. ChatGPT is here to give its take on the problems at hand.

We weren’t expecting (and didn’t get) great things from AI – it’s more an opportunity for us to poke a bit of fun at the robot and show it has a long way to go…

Above all, we want to have a bit of fun. Most copy podcast are serious as they come, so let’s lighten the mood a little.

Our first episode features questions from Andy Goldman , Matthew Wood , Chris Croft and Alison Muller.

In no particular order, we cover:

👉 The definitive answer on whether you should niche as a copywriter
👉 The sport we’d all play in the infinitesimally small chance of us being selected for the Olympics
👉 Whether or not you should swear in your copy

So, if you’d like a listen hit the link here - https://t.co/3cSpeBKUJf

That’s for Apple, although it’s also on Amazon, Acast and Spotify.

[Martin Sayers @CopyArms]

Jack Daniels, American Express, Nike

3 iconic brands in very different sectors.

One shared secret to success: Brilliant copywriting.

Here are 10 copywriting tips to help you drive your own growth:

[Martin Sayers @CopyArms]

The copywriting Agony Uncles have hit the airwaves…

A while back, my copy mate from New Zealand – @HaydenMaskell – suggested we do a podcast together.

And, lo and behold, we made it happen! Actually, Hayden made it happen – but I did lend my voice at least…

Anyway, Brave New Word has hit the digital airwaves.

This features us answering your copy and marketing problems.

But there’s a twist…

One more ‘copywriter’ joins us – just not a human one.

AI enters the fray. ChatGPT is here to give its take on the problems at hand.

We weren’t expecting (and didn’t get) great things from AI – it’s more an opportunity for us to poke a bit of fun at the robot and show it has a long way to go…

Above all, we want to have a bit of fun. Most copy podcasts are serious as they come, so let’s lighten the mood a little.

In no particular order, we cover:
👉 The definitive answer on whether you should niche as a copywriter
👉 The sport we’d all play in the infinitesimally small chance of us being selected for the Olympics
👉 Whether or not you should swear in your copy

So, if you’d like a listen hit the link here - https://t.co/0EgewkwBcK

That’s for Apple, although it’s also on Amazon, Acast and Spotify.

And Hayden’s about to whip me into the studio for more episodes – so please send more questions. You can comment below, or DM or email me (don't contact Hayden, you won't hear back – I’m the sociable one…)

To give you inspiration, here are some questions we’ve already got on the slate:

What’s the secret to writing a good headline?
What’s the best copywriting book ever written – and why?
Where’s the best place to find copywriting clients?

We also like a fun question, for example:

If there was a zombie apocalypse, which copywriter would survive the longest?
What’s the best James Bond movie?
What wine should I drink with a hotdog and chips?

Lastly we’d both really appreciate it if you could spread the word about Brave New Word (see what I did there?). Please like, share and comment on this post and – if you actually listen to it – say something nice in the reviews.

[Martin Sayers @CopyArms]

You’ve got to love Aussies.

Someone from Coolangatta, who subscribes to my email newsletter, sent me this pearl:

Hi Martin

You clever bastard!

Out of all the junk that clutters my inbox, I always pick out yours

Why?

Because you cut through all the shit and just give sound advice.

I wish I'd seen all this when I started my business. You'd have saved me a serious stack of cash and wasted effort – not to mention pissed off customers who got sick of hearing from me.

If you ever make it to Cooly, I’ll buy you a beer

Nate

I think that what Nate has realised from reading my emails is this:

One surefire way to increase your sales and profits is to write better copy.

This applies whatever sector you’re in – and no matter how big or small you are.

And good copy costs as much to run as bad copy.

But even if it’s the same product or service, with the same offer, to the same people – good copy is going to whack up your percentages.

And if you want some of what Nate's getting, stop in at one of my virtual pubs:

Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - https://t.co/hdkYEmSyas

Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - https://t.co/VVzDONEQnQ

[Martin Sayers @CopyArms]

If you sell anything to anyone, do yourself this big favour:

Show your website - or an email, sales letter etc - to someone who knows nothing about your business.

Then ask them to tell you what you do.

If they can’t, you’re in trouble.

And I reckon that most people are pretty confused after reading a website. As you tend to find corporate gobbledygook like this:

“We use our IT industry expertise to deliver a modern, functional service that offers our customers exterior access to cutting edge technical solutions.”

I just found it while doing some research. I’ve read the whole website and it was full of this gibberish. I still don’t really know what the firm does, but I think you can boil it down to one simple sentence:

“We fix your computer problems.”

So why not say that?

Admittedly, I am a technical idiot – but a large part of this firm’s potential customers will be as well. That’s why they need help.

When you overcomplicate your message you just confuse your audience, who will look elsewhere for something they can understand.

That’s sales hell.

But if you write your site – or any other marketing literature – in language everyone can understand, then people will read it with a sigh of relief.

And that’s sales heaven.

[Martin Sayers @CopyArms]

David Ogilvy once said this:

"The consumer isn't a moron. She’s your wife."

His wider point was that you must not doubt your customer’s intelligence – or try and get away with false advertising and inane copy.

He said this 60-odd years ago but it’s more relevant today the ever, with the world awash with digital copy.

Yet so much marketing is patronising drivel, stuffed full of meaningless jargon and tired clichés.

It doesn’t work. People switch off as soon as they hear about ‘bespoke offers’, ‘cutting edge solutions’ and ‘passion’.

And they don’t believe the BS about ‘environmental responsibility’, when CEOs are doing their office commute on private jets (I’m looking at you Starbucks).

So, if you sell anything to anyone, then please remember this:

Your potential customers are busy, sceptical, and sick of marketing.

To stand out, you must respect your audience's intelligence. And you do that by answering the one and only question they care about:

‘What’s in it for me?’

Answer that and, believe me, you’ll get somewhere.

[Martin Sayers @CopyArms]

Why you should NOT buy Copy Legend.

There are plenty of reasons to invest in my copywriting course – Copy Legend.

Not least that I’m pulling it on Sunday – so you've less than three days to secure your copy.

But it’s not for everyone. You should probably avoid it if:

👉 You’re a copywriter earning £50k+. If that’s the case, I’d assume you already know some of what’s inside, as you’re doing pretty well. I’m sure the course will still teach you a thing or two, but it’s maybe not worth your time.
👉 You are a business owner or marketing manager who is already running consistently profitable copy – sales pages, ads, email campaigns etc. If your campaigns are doing well and pulling in good money, why change it?

So that leaves copywriter who are trying to get established. And business owners and marketing managers who want to boost leads and sales through better copy.

If that’s you, then you still have time to pick up your own copy. One happy buyer called it ‘the best thing that ever happened to my business – it’s transformed my life.’

Could it transform your life too? Possibly, yes – if you put what you learn into practice.

It’s everything I know about copy distilled into one simple course.

So, whether you’re writer or business owner, it helps you write copy that makes money.

More reasons to buy:

1.           It costs you just £115 (approx. $150). I'm constantly being told it's worth way more than that, but I want to keep it affordable. And I assure you there are many people out there charging a lot more for a lot less.
2.           If you don’t feel like it’s worth it, I’ll give you all your money back – no questions asked.
3.           I know what I’m talking about. I don’t like bragging, but for social proof purposes you should know I’ve worked for – either directly or through agencies – brands like Colgate, Costco, Renault, FedEx, G4S, ActionCOACH and Unilever.
4.           It’s hard copy. This is paper and ink – one book of course material that I post to you (worldwide, at no extra cost). Bit old school? Maybe, but loads of people I speak to are sick of digital courses, Zoom teaching, Facebook support groups etc etc. So, I’m giving you something real that you can scribble all over with notes and reminders, then pop on your bookshelf for future reference.
5.           It’s split into eight parts and there’s a task to do in each, but you can take as long or as little time as you like.

One more reason to buy: You get to run a piece of your own copy past me for a full critique. I’ll tell you exactly what you must change to make more money and attract more clients. That’s something I used to sell at £250.

Course, critique and bonuses – all for £115. That’s crazy value, especially in these inflationary times.

You have less than three days left – It gets pulled from sale at midnight on Sunday. And I don’t know when I’ll find the time to launch it again.

Please don’t miss out.

Hit the link in comments now.

[Martin Sayers @CopyArms]

Use these 14 words to make your marketing stronger and more persuasive:

Introducing
New
Free
Secret
Discover
You
Confessions
Fear
Magic
Quick
Easy
Simple
Danger
Heffalump

(OK, I'm not sure about the last one - but give it a go anyway 😏 )

[Martin Sayers @CopyArms]

Has this happened to you yet? If not, it will...

I reached this milestone in 2012.

By that time, I’d been paid for my words – in one form or another – since 2001. And I’d been a full-time freelance copywriter since 2008.

I also had a baby in 2012. Or rather, my wife had a baby, while I stressed and cried and slowly disintegrated.

But I found my feet eventually. And I distinctly remember having a revelation one day. It was in the summer of that year, while pushing my little bundle of joy around the country lanes near my house.

I realised this:

I had become unemployable.

I could not ever return to the daily grind of an actual job. Commute, grumpy colleagues, being told what to do, clock watching – the whole thing filled me with dread.

But the thing that struck me most was that I couldn’t give up the flexibility.

As it was, I could be there for my family – and still work. Just that day I’d worked in the morning while the baby slept, then I’d fed her and taken her out for a potter, while my exhausted wife – who’d been up half the night – got some kip.

So, despite all the insecurity and stress of freelance life, this was it. There was no going back.

And who’d have me? I’d been out of the workplace for years.

I’d gone feral…

And, if you’re freelance, the same thing will happen to you (if it hasn’t already).

Ordinary employment has been, or soon will be, shut off to you.

And that’s a GOOD thing.

Cos’ what you’re doing has got to work – you have no other choice.

Don’t let that scare you. Instead, use it as motivation.

You’ve got this...

[Martin Sayers @CopyArms]

The Lazy Copywriter’s Way to Riches:

I used to work hard as a copywriter – way harder than I do today.

And for much less money.

Years back, I went through a stage when I barely left my des, as I was furiously cranking out blog posts, articles and web pages. All for a few groats from the rich man’s table.

And that was all I knew – so I kept at it.

Maybe that sounds a bit like you? The good news is it doesn’t have to be that way.

My escape from the content mines started when a copywriter friend took me to task over how little I was earning.

The big money, he explained, was in the field of direct response copy - email, ads, sales pages etc

So, I dipped a toe in the direct response world. And it came back a mangled mess. As I didn’t know what I was doing.

The first DR client I bagged hated the sales letter I wrote for her. And with good reason – as it was tripe.

You see, just because you can write, doesn’t mean you can write to sell.

Banging out blog posts like ‘Ten Ways To Make Your Moving Day Go Smoothly’ didn’t prepare me for persuading people to part with their hard-earned cash.

So, I started to learn my trade. I read voraciously on the subject of direct response – Hopkins, Caples, Ogilvy, Bird, Schwartz, Halbert, Kennedy et al.

As I did, my copy improved - and my earnings.

Now I’ve got a thriving business, which is 80% based on direct response copy.

So, I’ve been able to achieve my dream:

A lazy life.

You see I am, in my mother’s words, an idle little bugger. I hate hard work.

Now, I can afford to take it easy – as I know what I’m doing. I write quickly and confidently and charge healthy fees for my copy. And my clients happily pay them, as they know what I write gets results.

Want some of that?

Then you need to buy Copy Legend – my copywriting course – before it vanishes from sale at midnight on Sunday.

I’m not sure when it’ll return. So, I strongly suggest you get your paws on it now – while you still can.

Here’s a brief recap on what you get:

Copy Legend shows you the secrets of persuasive, emotion-led direct response copy. It’s distilled wisdom from my 20 years of writing for some of the world’s biggest brands. When you’re done, you’ll have the tools you need to write copy that makes serious money for you and your clients.

This course teaches you stuff ChatGPT can’t replicate, so by learning these skills you tap into the demand for good, human direct response copy. That protects your career and pulls in the big bucks.

You interested? Then be quick, as I'm pulling it on Sunday.

Simply hit the link in the comments to protect and grow your copy career.

Can you afford not to?

PS Some of you may recognise that first line as a rip-off of The Lazy Man’s Guide to Riches, a brilliant headline that headed up a sales page by Joe Karbo. You see, one of the best tactics in direct response is to adapt what’s gone before, which is why Copy Legend has so many examples of amazing copy from years gone by.