Here at Copywriters Podcast, we pride ourselves on having unconventional guests with unique marketing ideas, but our guest today, John Williamson, really takes “unconventional” to a whole new level.
John lives in an undisclosed location on the side of a mountain in Scotland. Over the last 30 years he has generated millions of dollars in sales for himself and his clients with his own special brand of unique selling propositions.
He’s also come up with an innovative copywriting concept he calls “Emotional Lockpicking.” I find it fascinating and he’ll share it with us today. Plus, he has loads of other money-making ideas I promise you haven’t heard anywhere else before.
One of John’s favorite quotes is:
“All things being equal, people buy on price. Which is why your number-one job as an entrepreneur is to ensure that ‘things’ aren’t equal.”
Probably related to that idea is a speech he has given over 250 times called “How to Charge Higher Prices Than Your Competitors… and STILL Win the Business.”
On the show, John reminds us that for a marketer today, the most truly scarce commodity is… attention. Not only is less and less of it available, but it’s becoming more and more expensive for a business to get the attention of their prospects, if they can get it at all.
Lucky for us, John has spent years developing unusual and unusually profitable techniques to do that. Sometimes at a surprisingly low cost.
Among the things he talks about are:
• How to rope in the attention of the very best customers in the market… weeks, months, and even years before your competitors even know who these customers are. This is possible with one of John’s most prized inventions, Emotional Lockpicking.
• The elevator pitch that turns into an earworm they can’t get out of your head. John explains how to put one of these together, and how it’s been used to get business in the course of a seven-floor elevator ride!
• An amazing one- or two-word addition to your copy using a method John has refined and perfected. The method is called “egoic labels” and just these one or two words have seriously boosted response rates for copy in many industries.
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Emotional Lockpicking and Other Wildly Profitable Ideas, with John Williamson

Copywriters Podcast