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Copywriting.org Interviews Eric Mann

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Q1. Where are you from?

Lake Charles, Louisiana

Q2. How did you discover copywriting?

I first heard about the best practices of copywriting or “sales in print,” as well as the “Principles of Influence” (Cialdini) from a guy named Derek Halpern, who used to run a sales and marketing psychology blog site called socialtriggers.com. I think he has since made his millions and retired to play guitar since then, but having grown up with a fascination with all things sales (and having worked at Yellowpages.com for years in IT, doing my own Cialdini-esque sociological study of all the hundreds (if not thousands) of incredible salespeople I was meeting (and studying their methods)), this new copywriting thing of which he spoke felt like having a new superpower to me. Unfortunately, however, to this day, no one has successfully taught me how to NOT write a run-on sentence. So…take this and plug it into ChatGPT with “make this more succint…”

Q3. What forms of copy do you write?

Facebook ads, Google ads, email, sales letters, blogs, text campaigns. I have found that email offers the most freedom closest to the teachings of the direct marketers of old from which I’ve gathered the most technique.

Q4. What are your favorite niches to write in?

so far brick & mortar, mostly. Beauty spas/medspas (my primary) & health & wellness, but also coaching & consulting, home repair, and I’ve written for medical marijuana sites, diet, lighting research, etc.

Q5. What is the #1 lesson you've learned as a copywriter?

Follow a framework & check off as many of the principles of influence as you can with the space you have. Humans really are predictably irrational, as Dan Ariely says.

Q6. Who is your favorite copywriter & why?

ooooh…tough question, really, so hard. I’d have to mention Stefan Georgi (and team) for keeping you fully engaged past the 700th paragraph, Chris Haddad for his DEEP knowledge of the down & dirty human psyche & use of romance novel plot devices. Both are killers. Overall, though, I’d probably choose Ben Settle because every email he writes (and that I see) has me reading and even looking forward to his emails, he runs his own race, answers to no one (not even his clients), and uses polarity (and zombie novel plot devices, incidentally) in such a great way that it seems like he doesn’t even care, while every move seems to be totally calculated. He’s had even Russell Brunson shout out that he would follow Ben’s steps if he were to start all over, and Ben has me thinking the same thing on the regular. Honorable mention (and much newer to my world) is my guy Troy Ericson, here, who has taken kind of Ben-ish approach while combining a superior knowledge of deliverability. Amazing. All heroes.

Q7. Do you have any recent wins to share?

I recently helped a client blow past their first $200k month to instead do that in one WEEK with our last promo and blow well past $300k. I’ve mostly been the “guy behind the guy” in my career and still new in my agency (1st 6 mos on my own), but learning lots and making new waves every day. Look out! :P

Q8. What would you say to a prospective client who wants to hire you?

I would ask – “What is effective marketing to you?” Is it about the growth of revenue and profits (from all areas) or just about new client acquisition and cost per lead? To me, it’s about going from point A (where you’re at now) to point Z (your goal) with a clear roadmap, in as little amount of time (and with as little relative cost) as possible. My team and I will work with you to help you set clear goals, identify known obstacles, manage terms & expectations, and effectively track the results – for the lifetime of the customer. If you’re interested in that, we should talk!

Q9. What is a good email address for prospective clients to contact you?

eric@mannpr.com

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