TCC Podcast #443: Make Your Copy “Pop” with Sam Horn

Want your copy to stand out and get notice? Communication Specialist Sam Horn is my guest for the 443rd episode of The Copywriter Club Podcast. Sam talks about how to take “regular” ideas and make them “pop”. If you want to get noticed by potential clients, or want to help your clients get noticed by their customers, this episode is for you. Click the play button below, or scroll down for a full transcript.

Stuff to check out:

Sam’s LinkedIn
Pop!: Create the Perfect Pitch, Title and Tagline for Anything by Sam Horn
Tongue Fu by Sam Horn
The Copywriter Club Facebook Group
The Copywriter Underground

Full Transcript:

Rob Marsh: Want your copy to get noticed and remembered? There are a couple of simple tricks that will help you do that. This is The Copywriter Club Podcast.

The ability to help your clients get noticed and remembered is one of the main things they pay you for. And to find clients in the first place, you need to be able to get prospects to notice and remember you. If you can’t do this one thing… you really can’t help them with anything else because they never engage with you.

There are lots of psychological techniques that help people notice you… or help people remember you… or make people want to engage with you. So what are they? I asked communication specialist Sam Horn to walk through some of these techniques.

Sam is the author of the book Pop: Create the Perfect Pitch, Title, and Tagline for Anything. She walked me through a bunch of the tricks she uses to coin new phrases so her readers raise their eyebrows. One of the things you’ll notice as you listen is that Sam uses these techniques as she talks with me… you’ll hear rhymes, juxtapositions, cliches, and patterns that demonstrate exactly what she is sharing as we talk.

The ideas and insights we discuss go well beyond typical persuasion techniques like urgency and scarcity to create a more fun, human, and interesting connection between the ideas you write about and your audience.

This is a different sort of interview… because Sam actually workshops an idea for a presentation I am planning on offering to listeners of this podcast. As she goes through the ideas I share with her, you’ll notice she starts throwing out ideas and insights I might use when I’m ready to share my presentation. It demonstrates the insights she shares—especially her advice to show the shift as we communicate what we sell.

Near the end of the interview, Sam walked me through the questions she asks as she starts writing a book—and she’s written a bunch of them. If you’re thinking of writing a book yourself, some of these questions may be useful for you.

I think you’ll like what Sam has to share.

Before we get to my interview with Sam, this episode is brought to you by The Copywriter Underground. Unless you are hitting the 30 second skip button when you get to this point of the show, you are no doubt familiar with The Copywriter Underground. I talk about it every week. The Underground includes more than 70 different workshops—and accompa