Tony Stark Policci – The Copy Avengers
I wasn’t always a marketing superhero. I didn’t know an arc reactor from a CTA until about 1991. That’s when my younger brother Joe handed me a copy of the Gary Halbert newsletter. I devoured the brilliant, unabashed writing and swiped Gary’s marketing tips to promote myself as an actor. (I had been laser-focused on a career in show biz).
My dad urged me to join forces with that brother of mine (whose name happens to be Joe Polish*), as he had started a little business called Piranha Marketing. That’s when my REAL “superhero” marketing training began.
I was blessed to study and work with the most brilliant marketers on the planet (Dan Kennedy, Gary Halbert, Ted Nicholas, Jay Abraham, and many more). Piranha became one of the most prosperous, niche marketing businesses of modern times.
*(Don’t be confused by the different last names. I was born Anthony Polish. I took back my immigrant name “Policci” when I was 18).
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3 PRO TIPS:
1) Create a world of hope and faith
2) Determine with certainty the reason something failed.
3) Being a bottleneck is the fact why nobody will listen
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The Copy Avengers: Earth’s Mightiest Marketing Messengers.
SHOW NOTES:
Today’s Audio MASTERCLASS:
7 Marketing Villains Who Sabotage Your Sales
00:00:59 – My Mission
My initial mission when I started out in business, was to just provide income so I could take care of my kids. When I left my brother’s company, I was really unsure what I was going to do, how I was going to do it. But I started out. My initial mission was to help business owners and entrepreneurs create compelling marketing messages that create loyal, raving fans and produce high profits. That was my original mission, kind of my USP. And now over the last couple of years, really, because I work with authors and influencers, and I’ve had the good fortune to work with some guru types, it’s really become more about creating, helping to become more well known and wealthy.
00:08:14 – Create a world of hope and faith and speaking truth and sharing the love
When I have a problem, I don’t know how to solve it. And then somebody comes along and gives me a solution that gives me hope for a better future, hope for more personal freedom, hope for more personal growth, and my life mission. You know, create a world of hope and faith and speaking truth and sharing love. It lines up perfectly with what I do as a marketer. And I know that a lot of copywriters and marketers can be kind of a sinister industry,
There’s a very dark side, manipulation and taking advantage of people and all that stuff. My early nickname, when I was working with my brother back at Prana, was the world’s most conscientious copywriter because I wouldn’t work on something that I didn’t feel was edifying. If it was a scam, I just wouldn’t work on that kind of stuff. So. Yeah, and I’m not saying that, you know, across the board, there’s a lot of bad, evil marketers, but the industry as a whole, sales and marketing has this kind of CD reputation, right?
00:12:27 – He gave me this Gary Halbert newsletter, and I read that and started to learn
I’ve been really blessed because when I got into this business of marketing, I wasn’t interested in marketing. I was trying to promote myself as an actor. And my brother Joe was promoting himself as a carpet cleaner. And he gave me this Gary Halbert newsletter, and I read that and started to learn. But my point is, eventually I started working with him at Parana Marketing. And so I had the opportunity to strategize and actually build a business. You know, a lot of copywriters I know have never really sold anything other than their services.
00:17:24 – One of the most important elements in writing copy is doing the research
Some of the secrets that I have that I normally wouldn’t talk about? Oh, wow. That is a surprising question. Okay, well, I’ll give you one. So one of the most important elements in writing copy is doing the research. And especially since you work with the digital market, you understand how much years ago when they first came out, they started pushing their avatar model. Right. And how you have to understand who your target market is. I mean, this is marketing one on one, you know, who are we targeting?.
00:28:29 – I look at company reviews for competitors.
And in those custom reviews are gold. Now, if your customer happens to be an author and speaker and they’ve got a book that fits right in. But there’s also other ways you can do that. You can go look at company reviews for competitors, because if you’re offering a product or service in a particular niche, there are other people in that niche that are offering it to. And what you can learn from looking at the reviews of their customers will help you find out who your writing to..
00:38:49 – I can determine with pretty good certainty whether the reason that failed was because of the copywriter or because of them the bottleneck.
I’m like, you have a dedicated team. Okay. You’re a taskmaster. Yeah. But other red flags will be things like, you know, this we’ve done things with other copywriters before, and they just haven’t worked out. Well, tell me a little bit about that. And depending on what they say, I can determine with pretty good certainty whether the reason that failed was because of the copywriter or because of them the bottleneck. Also, if there has to be a decision by committee, then that’s something I don’t want to work with.
00:50:29 – I don’t like bottlenecks with clients, and I definitely don’t want to be a bottleneck.
You know, and I don’t know about you all, but there’s been times where I’ve grown with the client, and I realize that I’m no longer the one that needs to be in that seat. It’s time for me to move on. I don’t like bottlenecks with clients, and I definitely don’t want to be a bottleneck. And sometimes being a bottleneck is the fact that nobody will listen to what it is that you’re trying to get them to do. And somebody if I hired you to be my expert and then I didn’t listen to you, then why are you here?.
00:50:46 – One little kind of Ninja thing
But one little kind of Ninja thing. Let’s say that you want to do a mailing or even an ad on social like Facebook, for example, and you’re not quite sure what graphic, what headline will try that as a post, as a free post, what kind of engagement you get? An ideal example would be if you belong to a number of different groups. Okay, let’s say that you’re a gardener and you belong to a number of home gardening groups. Put a post in one group and see what kind of response you get..
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