You’ve heard it before:

People do business with people they know, LIKE and trust.

But what exactly does it mean to be likeable?

Is it a personality thing? Do you have to act or look a certain way?

Do you have to be charming, wear designer clothes ... or have a perfect smile and beautiful teeth?

Not at all! According to my friend and colleague Michael Katz, anyone can be likeable.

In this fast-paced interview, Michael explains what you need to do to be perceived as a true likeable expert

As I talk with fellow copywriters about what’s happening in the business, one theme keeps coming up:

How increasingly difficult it’s becoming to write persuasive copy.

That’s long been an issue in the ultra-competitive direct response industries of financial newsletters, natural health and business opportunity.

But it’s also becoming a big challenge in other less aggressive settings—even in B2B content marketing.

To get some insights and answers on this topic, I recently turned to one of the top conversion copywriters in the business, Joanna Wiebe.

Joanna is the founder of Copy Hackers and of Airstory, a new content creation platform for marketing teams and educators.

You don’t have to be a direct response copywriter to get value from this episode. If you write any kind of persuasive content, I think you’ll find some great insights and ideas here.