In this episode of Info Product Mastery, I sit down with copywriting legend, John McIntyre, and we discuss email marketing, copywriting, and his new business RageHeart.

[00:35] Adrian talks about John and how he listened to his podcast, The McMethod Podcast and learned all about copywriting.

[01:26] Adrian asks John to talk a little bit about his personal history and his beginnings in copywriting. 

[03:24] Adrian remarks on how copywriting has taken John around the world and also how in the age of the internet if you have a skill you can market, you can work from anywhere.

[05:04] “Success in anything requires knowing how to persuade people..” - John

[07:13] “I just thought copywriting was an ephemeral skill..” - Adrian

[08:25] John discusses the importance of understanding people in writing copy.

[10:30] John explains why he started his podcast.

[12:50] Adrian wants to know why John switched over from Drip to Berserker.

[18:24] Adrian talks about the million dollar Google Docs program. One of his favorite things John has shared through his email list.

[19:22] Adrian wants to know what John’s favorite pattern interrupts are.

[21:00] “The copy is only part of the thing….maybe the problem is the market, or the offer that you’re making…” - John

[22:05] John talks about PersuasivePage.com and how they do great and innovative work in copywriting.

[25:35] John introduces his new business RageHeart.co, and explains what it is. 

[28:37] “If you can explain someone's problem to them better than they can explain it they will immediately trust you” - John

[29:36] John discusses how while everyone is trying to work on themselves, approaching self help and healing via the nervous system has totally changed his life.

[31:27] “This somatic stuff, this nervous system stuff is doing the same thing” - John commenting on his use of plant medicines and the parallels with somatic therapy.

[32:38] RageHeart is a combination of Somatic therapy and plant medicine therapy branded in a different way than your typical self-help type therapies.

[33:28] Adrian talks about his own life challenges and struggles and how he overcame them with similar therapies to John.

[37:35] “If you think about what holds people back…it’s fear, it’s doubt…all of these things relate to the nervous system..” - John on how doing the work to make yourself better will actually make your business more successful and happier in general.

[41:39] Adrian agrees with John about doing this s

In this episode of Info Product Mastery, we have Justin Ferriman on the show, former CEO of LearnDash, the premier WordPress plugin for creating and selling online courses.

[02:11] Adrian asks Justin what his inspiration for LearnDash was initially. 

[03:45] Justin talks about starting his blog and beginning to capture emails.

[05:04] Both PyImageSearch and LearnDash were acquired on the same day. Adrian remembers how he and Justin’s path have a lot of parallels. 

[06:06] Justin discusses the benefits of LearnDash and why people should use it.

[07:42] “In a sentence I just feel like Wordpress allows you to own the content…” - Justin

[08:59] Adrian agrees with Justin about the benefits of Wordpress over something like Udemy, and gives some examples of how he was able to make custom offerings.

[10:54] “Do shorter...concise…or longer, more in depth courses tend to do better in terms of sales?…” - Adrian

[15:14] Justin talks about breaking out content into several courses versus one huge course.

[16:27] “A combination of video and text will go a long way…” - Justin on what kind of formatting does best on LearnDash.

[21:01] Adrian wants to know from Justin if gamification is a good strategy, or is even still a thing.

[22:08] “The point of gamification is to create a sense of commitment…” - Justin

[24:37] Justin talks about what’s keeping him busy now that LearnDash has been acquired.

[26:36] “The point of GapScout is to leverage the best of AI and machine learning….to then spot those gaps you can go after in your business….” - Justin

[27:01] “I love taking customer reviews…and turning those into headlines and copy..” - Adrian

[28:04] Justin describes a “great little sales hack.” 

[29:40] “The target market for this are people like you and I….the solopreneur…the small business trying to compete against the big guy” - Justin on GapScout

[30:44] Pain points and negative experiences with other brands can be used as a way to market.

[32:50] Justin points out that anybody that is creating an online course should do market research. 

• LearnDash
• GapScout
• PyImageSearch

In this episode of Info Product Mastery, I chat with Johannes Kettmann about his website, Profy.dev. We discuss tactics and techniques to regularly produce content, improve your email list conversion, and build a profitable info product company.

[01:25] Adrian starts by asking Johannes why he wanted to start React training.

[02:55] Johannes talks about why self taught developers have a hard time finding their first job.

[05:42] Johannes designed his React job simulator to help students learn the way he did, on the job. 

[07:22] Adrian asks Johannes about his price points for the membership to his site.

[08:20] The initial launch of Johannes’ product converted reasonably well, but the most recent launch was much lower but with a bigger email list. He wants to know why.  

[11:23] After learning a bit about where the traffic to Johanne’s site comes from, Adrian talks about consistency in content marketing, and how he breaks the work down into “seasons.”

[13:10] “I’m batching all of this, so there’s zero context switching with all of this.” - Adrian

[16:31] Adrian gives one of his key workflow optimizations. 

[21:11] “You can be immensely more productive by reducing the number of hours you work in a day.” - Adrian

[22:12] Adrian asks Johanne about his LinkedIn activity.

[25:59] After Adrian suggests looking to LinkedIn for audience building, Johannes talks about struggling to find an audience online because of his narrow focus.

[28:05] After talking about his goals and what he might need help with, Adrian asks what email opt-ins Johannes is currently offering.

[30:45] Having gone over Johanne’s specific email opt in’s, the guys get more specific on the actual blog post content and what they contain.

[32:46] Adrian gave some tips to Johannes on how he can get more opt-ins on the email list and how he can also get more segmentation by making some changes on his blog posts. Johannes agrees that more segmentation is needed because his open rates were low.

[33:53] Adrian introduces the concept of a shadow newsletter.

[35:11] “If you already have a library of quality pieces, there’s no reason you can’t…reuse that.” - Adrian

[36:48] Johannes has one last question. His parental leave is almost over and he wants to know if there is anything he can do in the short month he has for “quick win.”

[38:14] “Put your Github URLs behind an email opt-in.” - Adrian

[41:12] “It does take time, and it does take that discipline to create that content.” - Adrian on focusing on the long term goals.