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Kandungan disediakan oleh David Garfinkel. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh David Garfinkel atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
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Curated Questions: Conversations Celebrating the Power of Questions!
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Episode Notes [03:47] Seth's Early Understanding of Questions [04:33] The Power of Questions [05:25] Building Relationships Through Questions [06:41] This is Strategy: Focus on Questions [10:21] Gamifying Questions [11:34] Conversations as Infinite Games [15:32] Creating Tension with Questions [20:46] Effective Questioning Techniques [23:21] Empathy and Engagement [34:33] Strategy and Culture [35:22] Microsoft's Transformation [36:00] Global Perspectives on Questions [39:39] Caring in a Challenging World Resources Mentioned The Dip by Seth Godin Linchpin by Seth Godin Purple Cow by Seth Godin Tribes by Seth Godin This Is Marketing by Seth Godin The Carbon Almanac This is Strategy by Seth Godin Seth's Blog What Does it Sound Like When You Change Your Mind? by Seth Godin Value Creation Masterclass by Seth Godin on Udemy The Strategy Deck by Seth Godin Taylor Swift Jimmy Smith Jimmy Smith Curated Questions Episode Supercuts Priya Parker Techstars Satya Nadella Microsoft Steve Ballmer Acumen Jerry Colonna Unleashing the Idea Virus by Seth Godin Tim Ferriss podcast with Seth Godin Seth Godin website Beauty Pill Producer Ben Ford Questions Asked When did you first understand the power of questions? What do you do to get under the layer to really get down to those lower levels? Is it just follow-up questions, mindset, worldview, and how that works for you? How'd you get this job anyway? What are things like around here? What did your boss do before they were your boss? Wow did you end up with this job? Why are questions such a big part of This is Strategy? If you had to charge ten times as much as you charge now, what would you do differently? If it had to be free, what would you do differently? Who's it for, and what's it for? What is the change we seek to make? How did you choose the questions for The Strategy Deck? How big is our circle of us? How many people do I care about? Is the change we're making contagious? Are there other ways to gamify the use of questions? Any other thoughts on how questions might be gamified? How do we play games with other people where we're aware of what it would be for them to win and for us to win? What is it that you're challenged by? What is it that you want to share? What is it that you're afraid of? If there isn't a change, then why are we wasting our time? Can you define tension? What kind of haircut do you want? How long has it been since your last haircut? How might one think about intentionally creating that question? What factors should someone think about as they use questions to create tension? How was school today? What is the kind of interaction I'm hoping for over time? How do I ask a different sort of question that over time will be answered with how was school today? Were there any easy questions on your math homework? Did anything good happen at school today? What tension am I here to create? What wrong questions continue to be asked? What temperature is it outside? When the person you could have been meets the person you are becoming, is it going to be a cause for celebration or heartbreak? What are the questions we're going to ask each other? What was life like at the dinner table when you were growing up? What are we really trying to accomplish? How do you have this cogent two sentence explanation of what you do? How many clicks can we get per visit? What would happen if there was a webpage that was designed to get you to leave? What were the questions that were being asked by people in authority at Yahoo in 1999? How did the stock do today? Is anything broken? What can you do today that will make the stock go up tomorrow? What are risks worth taking? What are we doing that might not work but that supports our mission? What was the last thing you did that didn't work, and what did we learn from it? What have we done to so delight our core customers that they're telling other people? How has your international circle informed your life of questions? What do I believe that other people don't believe? What do I see that other people don't see? What do I take for granted that other people don't take for granted? What would blank do? What would Bob do? What would Jill do? What would Susan do? What happened to them? What system are they in that made them decide that that was the right thing to do? And then how do we change the system? How given the state of the world, do you manage to continue to care as much as you do? Do you walk to school or take your lunch? If you all can only care if things are going well, then what does that mean about caring? Should I have spent the last 50 years curled up in a ball? How do we go to the foundation and create community action?…
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Kandungan disediakan oleh David Garfinkel. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh David Garfinkel atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
Copywriting lessons from David Garfinkel
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410 episod
Tandakan semua sebagai (belum) dimainkan
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Kandungan disediakan oleh David Garfinkel. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh David Garfinkel atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
Copywriting lessons from David Garfinkel
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410 episod
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×27 Years Ago, pop singer Cher asked us this question: “Do you believe in life after love?” … and it promptly rocketed to the top of the charts, selling 11 million copies of the song. Today, in 2025, a better question—especially for copywriters—is “Do you believe in sales without belief?” It’s a question our returning champion today, Billy Broas, has thought about a lot, and mastered the answer to. And he’s written a book about it, which I highly recommend and we’ll talk about later in the show. Billy has led a very interesting life. He’s a beer brewer and beer judge. In fact, he started teaching cohort-based courses online 11 years ago, on, wouldn’t you know it, beer tasting. But he has also done a lot in marketing, advising top entrepreneurs and working in more than 100 niches, including such unusual ones as vegan fitness, Kundalini yoga, and machine learning. He has some unique and valuable perspectives on marketing and copywriting, which everyone should know about. I’m also proud to say Billy was my mentoring client, way back when. And since then he has been successful in so many ways. But before we hear what he has to say, I think you should hear what I have to say: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. 1. How has studying argumentation changed the way you approach copywriting? 2. How do the tools of philosophy, like syllogisms, help in structuring better marketing messages? 3. What is a valid and sound argument, and why should copywriters care about these concepts when crafting their copy? 4. What is the biggest mistake content creators make when producing free content? 5. How does the Belief-Building approach tie into the Five Lightbulbs? 7. Tell us about your book Simple Marketing For Smart People Billy’s book, Simple Marketing For Smart People: The One Question You Need to Win Customers without Gimmicks, Hype, or Hard Selling https://www.amazon.com/dp/B0CW1MQZXP Bill’s previous podcast about his 5 Lightbulbs model of marketing: https://copywriterspodcast.com/index.php?podcast=1398 on youtube: https://www.youtube.com/watch?v=zTvfcB12CRk Download.…
Two of the most confrontive words in a conversation are “Prove It!” Nobody really likes to be challenged about how true what they are saying. But when it comes to writing copy in the real world, you have to expect that prospects WON’T believe you. In fact, the more they like a claim you make, the more skeptical they will be. Why? Because of human nature. And also, because they’ve been disappointed before. You can almost imagine them in a cover band, screaming at you, “We won’t be fooled again!” Now, there is a proven strategy to overcome this doubt and replace it with confidence. And that strategy, of course, is simply to include proof of what you say in your copy. But many copywriters don’t use proof well… or they don’t use enough of it… or, even worse, they don’t use proof at all. Big mistake. Today we’re going to take some big steps on the road to recovery. Section 1: The Psychology of Proof focuses on matching proof types to where your customers are in their buying journey. The big takeaway is that emotional and logical proof needs shift based on customer awareness \- what works for cold traffic often fails with warm leads. Section 2: Building Your Proof Portfolio is about moving beyond basic testimonials to build a complete proof package. The key insight here is using data-driven elements like specific numbers and research findings to support your bigger claims rather than relying only on customer quotes. Section 3: Strategic Proof Placement teaches you where to position different types of proof in your copy. The critical point is matching specific proof elements to the exact objections they handle \- like putting pricing proof right before the offer reveal. Section 4: Proof Enhancement Techniques shows how to make existing proof work harder. The standout lesson is adding context and specific details to basic testimonials, turning simple quotes into compelling mini-stories that prospects actually believe. Download.…
Confidence in copywriting isn’t just about choosing the right words—it’s about embodying conviction in every line you write. In this episode, we explore the hidden ways self-doubt seeps into your messaging, sabotaging conversions before your prospects even realize why. From subconscious hesitations to subtle linguistic hedging, you’ll discover how these confidence leaks silently erode trust and diminish persuasive impact. But awareness alone isn’t enough. We’ll walk through the exact mental shifts and tactical adjustments needed to eliminate uncertainty from your writing. You’ll learn how to recognize weak spots in your copy, reframe fear-based thinking, and develop a writing style that projects absolute certainty. Whether it’s overcoming imposter syndrome, handling client criticism, or refining your tone for maximum persuasion, this episode provides the mindset tools necessary to write with authority. If you’ve ever felt like something was "off" in your copy but couldn’t quite pinpoint the issue, this conversation is for you. We’ll break down why readers instinctively sense doubt—even when it’s unintentional—and how to craft messages that inspire confidence and action. Tune in now to start mastering the inner game of copywriting. Download.…
Today we look at an old and very true saying: It’s not about the money you make, but about the money you KEEP. There’s an old joke about a guy who loses money on every sale, but, he says, “I make it up in volume.” We’re not talking about back ends or affiliate sales here. Things can go sideways in your business if you’re not making enough sales, or your profit margins are too small. Or upside down, like the guy in the joke. But you’ve got an even a bigger problem even if you’re making enough sales and your margins are good—but the sales don’t stick. When people decide they don’t want what they bought, you’ve got tons or refunds. Maybe even chargebacks. So here’s the thing we’re going to focus on today: You only keep the money you make when the customer decides to KEEP what they bought from you. And we’ll really dig into how to keep more money by reducing or eliminating refunds and chargebacks. Recap of what we talked about: In Section 1, we talked about why buyer’s remorse happens. We learned about the dopamine drop—a chemical crash that happens after the excitement of buying fades. We also saw some surprising stats—42% of Americans regret their purchases, and 74% regret online buys. We explored the reasons behind this regret, from impulse buying to fear of being scammed. In Section 2, we looked at how to use emails to reduce buyer’s remorse. We talked about the importance of timing, starting with the “ownership” email within two hours of purchase. We discussed how to use small wins, social proof, and progress markers to keep customers engaged. And we covered the importance of building community by day five. In Section 3, we focused on the words you use after someone buys. We learned how small language changes—like replacing “purchase” with “access”—can shift the focus to value instead of cost. We talked about using implementation language to guide customers toward action. And we explored how ownership language and progress messaging work together to build confidence and satisfaction. When you put all of these strategies together, you create an experience that keeps customers happy and engaged. And that’s how you can stop refunds and chargebacks before they even start. Download.…
We’re past the point of wondering about or fearing AI when it comes to copywriting. At this point, the big question is: What do I need to know, do and have to make it work for me? I say that because copywriters at all levels of skill and in all niches are using AI in all kinds of ways. It’s no longer the new new thing. It’s a part of the business, and it continues to grow in importance and ability to do more and more complex things really well. But you have to grow with it. Many people think they can say “write like the world’s greatest copywriter” and AI will read your mind. It won’t. It will read millions of pages of data in its own library and they may or may not have anything to do with what you think great copy is like. So we decided to put together a show today to talk about three things you need to get AI working for you with copywriting. So you can avoid the frustrations of the past. Those three things are: Mindset Skillset And Toolset. Here’s a recap of what we talked about today: Mindset -Look at it as an assistant or a partner, NOT as a genie in a bottle -Realize you need to tell it WHAT to do and WHAT NOT to do, in much greater detail and with much greater precision than you thought… if you want to get the results you’re looking for -AI knows everything, so it knows nothing. It needs guidance and you need to stay on your toes. It will and can make things up or just get things plain wrong Skillset - Writing initial prompts or sets of prompts. Only way I know to do and save sets is poe.com, but there are probably others - Knowing how to ask for what you left out in prompts, and how to use the information you get back. AI will tell you what you need to know if you ask. - Knowing how to push back when the AI isn’t delivering or is delivering the wrong information or other output. Sometimes it’s prodding, sometimes it’s coddling, sometimes it’s negotiation, and sometimes it’s scolding. Toolset - Poe.com is really helpful. You can store prompt sets, you can use different AIs, you can include a lot of information in a given task. (Give examples of different ways to use Poe) - perplexity.ai is great for research with verifiable links - Novus AI mastermind. We’re both members, I’m a partner, we’re both there each week. Gotten a lot out of it and expect even more in the future! Resource: Novus AI Copywriting Mastermind: https://docs.google.com/document/d/1f_6Vbuy70Y0qts_j-ocJjO8LUwRCc8h-lKrkh6bkSJ0/edit?usp=sharing Download.…
We have a very special guest today. A legend among insiders, Caleb O’Dowd is a master marketer and copywriter. He has been launching and scaling businesses from zero to seven figures and eight figures, through the smart use of great copy and strategic sales funnels. In more industries than I can count. Including some of the most brutally competitive. I was thrilled when Caleb agreed to come on Copywriters Podcast for many reasons, especially the one that he has written a new book: Monetization: How To Optimize Sales Funnels and Skyrocket Backend Profits. Caleb also had the rare and prized opportunity to work with famous copywriter Gary Halbert a while back, and their time together alone makes for a world-class education in direct marketing and copywriting. Hang on tight. This is going to be a great show! -- Caleb’s book: Monetization: How To Optimize Sales Funnels and Skyrocket Backend Profits. https://www.amazon.com/Monetization-Optimize-Funnels-Skyrocket-Backend/dp/B0CWQMM5PZ Download.…
At the highest levels of copywriting, big financial publishers ask copywriters to do a “re-lead” when they want to increase conversion on a proven offer. What’s that? A re-lead is basically a reframing of the intro to a sales letter, in the hopes that the reframing will spur greater sales. And it’s probably no coincidence that when my mentoring clients show me copy they’re having trouble with, the first thing I look at is the headline and lead. A revamping of those two things — the beginning of the sales letter — will fix a conversion problem more often than any other fix. Today, we’re going to take a systematic look at three ways to reframe your headline and lead, in search of greater conversions. It’s a great way to start the New Year! Just as this is a great way to start copywriters podcast: Download.…
You could say the purpose of a sales funnel is to create desire that leads up to a sale, but these days, if that’s what you say, you’ve left out an important part. A part that very well could make the difference between a sale and no sale. With trust in general at such an all-time low and the feeling of isolation so rampant, people want a little more. They want to feel like you, as a business or a businessperson, care. Both about them personally, and the things they care about. You don’t need to be the personal Oprah of their very being. You’re not granting them wishes or completely improving every aspect of their lives. But if you’ve got a good offer, you’re improving some aspect of their lives. And if you can create a relationship in your messaging that includes the spirit of caring, your sales will do much, much better. Here’s a recap of what we’ll cover on this episode: -First Contact: Making the Right First Impression How to identify and speak to your prospect's immediate pain point Creating an irresistible entry-level offer that proves your value Writing headlines and leads that filter for qualified prospects -Trust Building: Using Proof Effectively Structuring testimonials for maximum believability Demonstrating authority without bragging Using specific numbers and results to overcome skepticism -After The Sale-Keeping The Customers Happy Writing follow-up sequences that reinforce buying decisions Creating quick wins to build momentum and satisfaction Setting expectations for the next offer in the sequence -Moving Customers Up Your Price Ladder Timing and positioning your next offer Using past purchase history to personalize future pitches Building exclusivity and status into higher-tier offerings Download.…
Our returning champion is Brenna McGowan, the master of the pre-launch. Today she’s going to tell us about a special pre-launch technique called Anticipation Marketing™. Perhaps the best advantage it gives you is it puts you front and center in your prospects’ minds, and at the same time gets them eagerly looking forward to getting the full details about what you’re going to launch. Maybe even more important is that it revolves around one word: Trust. As we’ve talked about here before, and as you know, right now trust is at an all-time low. Lots of reasons for this, but you don’t want low trust to interfere with your launch. Anticipation Marketing helps you build trust by gradually getting them familiar with your new offer, in an unobtrusive and exciting way so they just can’t wait for the launch itself! Your free personalized launch calendar from Brenna: https://brennamcgowan.co/launchcalendar Download.…
It’s the day before the day of the night before Christmas as we put this on the air, and a very unknown year looms ahead. One thing for sure, no matter what happens: The market will be more unforgiving in 2025 than it was in 2024. Why? It’s simple. Competition keeps growing. So does impatience among almost all consumers, and mistrust among many of them. What this means to you, as a copywriter, is now more than ever, you can’t afford to do a half-assed job on your copy. Sounds pretty bleak and terrifying, I know. But wait? What’s that whooshing sound? It’s Copywriters Podcast to the rescue! You see, we’ve put together 10 absolute “musts” for your copy to give it the tippy-top chance of converting to a sale. And we’re going to share all of them today on the show, and even in the show notes so you won’t forget anything. Here are the 10 MUSTS: 1. Remember your copy is about your prospect and how your product will improve their life. It’s not about you, your business, or your product. 2. Make a list of the biggest objections, starting with the strongest and most common. Make sure your copy answers every one of the objections. 3. Write drunk, edit sober. Don’t literally get drunk. Just go wild when you write. Put all your passion and intensity into it, and dial it back when you edit. 4. Sell results, not the process it takes to get the results. You can explain the process briefly later on, but focus on the results for the prospect. That’s what they’re buying. 5. Use the word “you” and at least twice as much as the words “me,” “my” “us” “ours” and your company and product name. We have two ears and one mouth for a reason. 6. Close all your loops. If you mention a problem, solve it. If you make a claim, prove it. Loose ends that don’t get tied up lead to sales that don’t get closed. 7. Use people in your copy. Don’t say, “helps build muscle.” say, “Helped Bob pack on 10 pounds of muscle.” 8. Use proof early and often. Right away if you can. People are skeptical and proof helps them relax so they can feel good about buying. 9. Use lots of white space. One sentence paragraphs sometimes. Maybe all the time. Make it easy to read. 10. Write your headline last. Sometimes you don’t really know what your copy’s about until you’ve written it. You’ll have a better headline if you know what it’s leading to before you write it. Download.…
So, we’re right in the middle of the Christmas shopping season as we come to you this week, and I’m wondering: Have you figured out how to delight your customers and fatten up your bank account? If you haven’t you’re not alone. Many copywriters and businesses don’t know exactly what to do to join in the holiday buying and selling fun… so they don’t do anything. Which is a shame, because there’s a ton of people out there just looking for a good excuse to buy something. So this podcast is my gift to you. It has enough practical how-to content to be a paid product, but since you are loyal Copywriters Podcast listener or viewer, we’re going to give it to you so you can join in the fun for the next few weeks… if you want to. Now, one word of warning. We’re going to give you 11 last-minute ideas. Some of these are as easy as pie to implement. Other ones require a lot of fine-tuned skill and the ability to handle some high-precision operations all at once. I’ll warn you about which ones are not for the faint of heart, or for beginners. But one thing I can promise you before we start. There’s something for everyone on today’s show, and it could lead to a little holiday bonus for your business in the next few days, if you do it right. Here’s a recap of what we covered. Details in the show itself: 1 The 24-Hour Flash Sale: Create urgency with a one-day 30% discount, supported by three perfectly timed emails. 2 Smart Bundles: Combine multiple offerings at a 20% discount to increase average order value while delivering high perceived value. 3 For The Last-Minute Buyer: Target procrastinators with premium-priced, instantly deliverable solutions during the final pre-Christmas rush. 4 Christmas Countdown Special: Transform the final week before Christmas into a series of daily changing offers that build anticipation and repeat visits. 5 Holiday Delivery Guarantee: Turn shipping anxiety into a competitive advantage by offering guaranteed Christmas delivery. 6 Give Yourself A Gift: Capitalize on the December 26-31 period by targeting self-purchasers with gift money and cards. 7 Gift Card Bonus: Offer gift cards with bonus value that drives January visits and increases total spending. 8 For A Good Cause: Link purchases to charitable giving to tap into holiday generosity while building brand loyalty. 9 Don’t Leave Yourself Out: Legitimize self-purchasing during holiday shopping with "one for them, one for you" promotions. 10 New Year, New You: Bridge holiday spending with New Year's planning by offering Christmas buyers exclusive January access to a special self-development program. 11 Peace In The Family: Address holiday stress by packaging gifts with stress-management solutions in a sensitive, solution-focused way. Download.…
For the copywriting word of the year, I’d like to nominate the word “authenticity.” It’s a big deal right now. People talk about it a lot. I will give you an example on today’s show of how an accidental Facebook ad created more engagement than anything else I’ve ever seen. I went over the ad with my clients and we figured out that it was the way they used authenticity in the writing of it that touched so many people and inspired so much response. These days, slick marketing is on a steep decline when it comes to effectiveness. People are wary of high-powered pitches and over-the-top promises, more than ever before. Remember the old Who song, which is now the intro to CSI Vegas, “Who Are You?” In part, it goes: Well, who are you? I really wanna know Tell me, who are you? 'Cause I really wanna know I think they were decades ahead of their time when they released this song in 1978. Because it seems every prospect has this question on their mind before they will consider buying from you. And authenticity will get you a long way to a satisfactory answer and help them become a customer. Download.…
Have you ever heard a song and thought, “Dang! How did they do that? I wish my copy was that catchy!” Well, Nathan and I have thought the same thing and in fact pondered the similarities between writing a song and writing copy. You see, we’re both songwriters. We stoutly assert that we are both amateurs at this. At one point, music was Nathan’s business. I never got that far. It’s always been just a hobby for me. But I have studied and tried intently. Just turned out that wasn’t my path. However, once you start with music, you can’t leave it. Or, it never leaves you. So we both live with music inside us, all the time. And today, we thought we’d talk about what we learned from songwriting and how a great song compares to a great piece of copy. The Persuasion Story Code: https://www.amazon.com/dp/B0CFD2KXNQ Download.…
Ever wonder why some copywriters consistently crush it while others struggle to get conversions? This episode dives deep into the Five Stages of Copywriter Awareness—a transformative framework that shows the path from instinctive, mediocre copy to breakthrough results. If you’ve ever felt like your copy was missing something, this episode will pinpoint exactly where you’re stuck and how to advance. Starting at Stage One, you’ll learn why writing based solely on your own perspective often falls flat and how the shift to understanding your audience begins at Stage Two. But even surface-level audience insights won’t cut it if you want to create reliable winners. That’s why we explore the leap to Stage Three, where systematic research transforms your understanding of what your prospects truly want. In Stages Four and Five, the game changes. Here, it’s not just about gathering data but analyzing it for hidden patterns and emotional drivers that resonate deeply with your audience. You’ll discover how advanced copywriters use strategic testing and ethical swiping of structures—not words—to craft high-converting campaigns backed by data, not guesses. By the end of this episode, you’ll have a roadmap to move beyond your current plateau, sharpen your skills, and write copy that performs at the highest level. Whether you’re just starting out or looking to join the ranks of elite copywriters, this episode promises to give you the tools to elevate your craft and your results. Listen now to unlock the next stage of your copywriting journey. Download.…
Once you’ve finished your copy, the anxiety begins. And it almost always boils down to the answer to this question: How good is this copy–really? When people ask me to critique their copy, they’re often amazed at how quickly I can get to the heart of things. Once I have an overall opinion, I’ll drill down to a lot of specifics. But I think it’s important today not to talk about those specifics, but instead to talk about that quick take. How do you know if it’s any good to begin with? I’m going to give you useful answers to three questions today: 1. How can you get a quick sense of whether copy will convert or fall flat? 2. What mistakes do newbie copywriters make that immediately signal they still have a lot to learn? 3. How do you develop the ability to have a gut feeling on whether copy will work or not? Link to AI Copywriting Mastermind: https://vip.getmynovus.ai Download.…
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