Category Archives for "Copywriting"

FREE: How to Use My 11 Marketing Factors to Come Up with Your High Ticket Offer

So as you may know, Adam Hall and I have a product we’re building called the “11 Marketing Factors”. It’s a system I’ve used for over a year to perform copy research and build better offers.

Just this week, I had a client who wasn’t sure what he wanted to sell as his high ticket offer. He knew he wanted to move from one-off hypnotism sessions to products and consulting, however didn’t have clarity as to how to do that effectively.

He’d already watched some training by Sam Ovens, which only confused him more. He was walking toward the road toward reinventing the wheel before I stopped him in his tracks.

“Remember my 11 Marketing Factors, and how each of the factors must be in alignment with the others?”

“Yeah,” he responded. We’d already had an hour-long call to go over these factors for his CURRENT business, so it should have been fresh in his mind.

I continued:

“Well, you already have a few of those factors nailed down already, which means you need to consider what works around THOSE… not try to do market research to build some new business.”

Because look, this guy DIDN’T need to go and spend a week on market research or whatever the high ticket expert suggested.

For example, this guy already knew…

His PERSONA. He was the face of his company. He wasn’t planning on changing who he was for this new offer.

His PRESTIGE FACTOR. He had a specific way of going about solving problems that, while not named, served as his unique mechanism which he wasn’t currently including in his marketing.

His PATH. He already had stories to tell and wasn’t going to tell completely new stories based on this high ticket offer.

His PRINCIPLES. Again, he wasn’t changing his values when he switched to his high ticket offer… he just needed to make sure he was building these in.

His PACKAGE. (ha ha, not THAT package. His product!) He already knew he was going to sell a product based on hypnotherapy. So he didn’t need to go researching new ways of delivering his proprietary system. We just needed to figure out how to PACKAGE it.

His PROOF. He had plenty of testimonials and case studies. So while we did need to work on building them into the marketing, it was clear he didn’t need new proof here either. Although I did strongly encourage him to BETA TEST first, so he could get feedback and some early wins to piggyback off of.

When I told him all this, he relaxed a little. He could see that he DID have things figured out a bit already.

So now we had to decide on the PROBLEM, which would help us figure out the PAIN POINTS, PROMISE, and PRICE.

And that’s a LOT easier than thinking you have to start from scratch, eh?

If you’d like to have a handy printout for these 11 factors, I’ve got your back. Just go to the original Facebook post and slide your favorite gif into the comments and I’ll rush you a free copy. You don’t even have to sign up for my crappy email list to get it. 😉

The Copywriter’s”Spicy Sentence Enhancer”

There’s one particular episode of Sponge Bob Square Pants I’ll never forget.

So, Sponge Bob is taking out the trash at work and begins reading the “graffiti” on the side of the dumpster.

“Nematodes are People Too.”

“Down with Air”

“Patchy Was Here.”

And then the camera changes to a dramatic angle as Sponge Bob reads:

“Crabs is a <dolphin noise>”

To which someone standing by scolds him, “Do you kiss your mother with that mouth?!”

The rest of the episode involves Sponge Bob and Patrick testing out different words in front of the entire restaurant, each with their own sound to the audience (a blowhorn, dolphin calls, etc.)

Apparently, the pair learn there are thirteen bad words one can use.

Mister Crabs finally sits the pair down and tells them that curse words are like “spicy sentence enhancers”…

… the words are only supposed to be used sometimes to enhance meaning. But not all the time!

Of course, the episode ends with Mr. Crab stubbing his “toe” end using all thirteen words in proper Sponge Bob Square Pants fashion.

So what does any of that have to do with your copy?

It’s simple:

There’s a “spicy sentence enhancer” for copy.

And unlike Sponge Bob’s “sentence enhancers”, these can be used all the time to improve readability, increase engagement, and boost conversions.

This spicy addition isn’t curse words.

(Although to some audiences, that might add to the credibility of the narrator.)

It isn’t even capitalization.

(Although capitalization of certain words can help draw attention to core ideas.)

Nope, the “spicy sentence enhancer” is CLARITY.

Clarity encourages you to be more precise and use more specificity.

Clarity helps discourage questions which could be avoided.

Clarity keeps your readers “with you” as you write.

So if you’re looking for an element to improve in your copy this year, I recommend looking to write more clearly with…

Fewer abstraction and more concreteness

Less vagueness and more specificity

Less big picture and more here and now

And if you’d like some help with this, I cannot recommend “The Brilliance Breakthrough” enough. If you’d like a copy, reach out to Brian Kurtz.

The Truth About Marketing

Today, I want to reveal the harsh truth about marketing.

It’s a truth the “big guys” don’t always admit, especially since it applies to them, too.

The truth, if you have the courage to accept it…

… is that there really is no “magic pill” that will instantly solve all your sales and marketing problems.

Especially not one that’ll treat the disease of BAD or NO Marketing for months and months at a time.

Fact is, if you don’t market at all or don’t market well, you won’t have a pipeline of leads and steady sales when you need it.

And that’s a truth no matter who you are or what you do for a living.

Copywriters aren’t exempt.

Marketers aren’t exempt.

The guru hustling their butt off on IG isn’t exempt…

None of us are, if we’re honest.

So if you hide in a hole for a few years…

… or ignore your lead generation because you’re “too busy”…

.. or half ass your marketing because you’re “in demand”…

… you may very well suffer at some point once the lead spring dries up and the demand that once followed you dries up.

And unfortunately, there’s no magic pill or easy system that’ll fix it overnight.

That’s because if you’re without new blood in the pipeline, you still have to…

  • Define and clarify your “eleven marketing factors”, including your core offer, who you’re selling to, and at what price you’re selling it
  • Build that marketing campaign from top to bottom, so you generate sales on demand
  • Stick with it long enough to see results
  • Fund the tools and time necessary to make it run, unless you’re one of those psychos who routinely convinces others to work for you for free
  • Hold the sales calls and miss a few
  • Follow up with leads who haven’t responded, or who say, “Maybe later”
  • Show up and continue to do the work for those who’ve already paid

Even if you’re going “barebones” with your marketing and only relying on a social media platform or some cold emails  or letters, you STILL have to follow the strategy, do the work, and stick with it.

Which is why I insist on the idea that marketing is more math than magic.

Sure, I will use magical thinking in my own marketing. I’ll use it in campaigns for others.

Magical thinking is what makes you, me, and everyone else buy.

But the truth is that marketing is work, and if you stick with it and optimize it long enough, you’ll finally hit paydirt and find the gold.

The question is… are you ready and willing to do that?

If you’d like some help coming up with a campaign from scratch, I’m launching a book called The Eleven Marketing Factors.

It gives you all the components you need to have hammered down if you want to create compelling marketing messages. Simply PM me or email to get on the list to be first in line when it’s ready.

P.S. This “truth” is one reason REFERRAL MARKETING should always be in your marketing mix at some point. Because if you’re not encouraging and rewarding your happy clients for referring you, then you’re missing out on one of the easiest marketing channels you’ll ever own.

This Easy “Marketing Trifecta”​ Simplifies Your Campaign Planning Process

If you’ve ever looked at the marketing “blueprints” some experts put out, you know how convoluted and complicated they seem to be. Their three-step process turns into five, ten, or even twenty steps by the time you actually get into the nitty-gritty.

I have a way to simplify your understanding of marketing so you can create your  marketing campaigns with a bit more confidence.

This simple solution was discovered after working to explain marketing funnels to my husband. Now my husband is a smart, smart man. He’s an absolute whiz with tools and knows medicine and healthcare topics like the back of his hand. And his experience with people make him a great sounding board for copywriting ideas and angles, which is why I wanted him to work with my for my direct response agency, Indiana Direct Response Marketing.

The hard part came when I began to introduce all the various marketing assets involved in a campaign…

Opt-in pages…

… Lead Magnets…

… Upsells…

… Downsells…

… Nurture sequences…

… and more…

I forget how much time and energy it really takes to master it all.

So I needed a way to introduce the CORE IDEA of what we’re doing as direct response marketers.

That idea is what I’m going to hand to you on a silver platter today. I’m going to eventually write a book about it, but for now all you need to know are three things which I call “The Marketing Trifecta”.

The Marketing Trifecta simplifies marketing down to its core activities, which are:




That’s it.

Let’s break that down.

The first step is ATTRACTION. What you’re doing here is targeting the teeny tiny slice of the human population who:

  • Has the problem you solve
  • Wants to solve that problem
  • Can afford to pay for that problem
  • Will actually be a joy to work with
  • Resonates with your approach

… and then puts them into a list. Note that we don’t need to SELL them yet, just attract them to us.

To do this, marketers use a  “front-end” or “top of funnel” campaign to grow a database of qualified leads/prospects. This is where lead magnets, webinars, free guides, and other “honey pot” offers are used.

Okay, so you’ve grown a list. Now what?

The next step is to INDOCTRINATE. Here, what you’re doing is indoctrinating those qualified, problem-having leads so they’re ready to buy.

As I explained in this video a while ago,, what you’re doing with your marketing is taking your prospect along the path from being completely unaware of who you are and what you’re selling to becoming so convinced of you, their need, and their future result that they purchase whatever it is you’re selling.

In this stage, you’re introducing your unique worldview, making them hyper sensitive to a problem they already have, and giving them HOPE that they can live a life free of the problem.

It’s a bit like getting someone to join a cult, which is why I call the second stage “indoctrination”.

You’re not just hard-selling at this stage. You’re inviting them to join you in the world of sunshine and rainbows where life is magically, automatically, and painlessly better than it is right now.

Cleaner, Brighter, Sexier.

As a marketer, you do this with marketing assets like:

  • Email sequences or daily email campaigns
  • Social media posts
  • Blog posts and video content
  • Webinar content
  • Case studies or other storytelling mechanisms
  • Podcast interviews or episodes
  • Public speaking
  • White Papers and book content

Now, it can take anywhere from a few minutes to years for someone to decide to invest in you and your product. The more self-indoctrination they’ve done, the faster they’ll come to the conclusion to invest.

Finally, the last step is “conversion”.

At this step, you’re making the offer. It’s the end of the sales page, VSL, or webinar asking for the sale. It’s the sales call with your enrollment specialist. It’s the proposal after the open-ended discussion.

If someone buys, you can start the process over again with upsells or cross-sells to other products. (Such as the “Mastermind” after the high ticket coaching program.)

If they don’t, you continue to indoctrinate until they buy or wash out….

… or you start the process over with a NEW Product, using a different attraction mechanism.

When you think about marketing in this way, it should be easier to come up with a complete funnel and make sense of all the steps you need to take to grow your business.

Hey, if my handsome bearded husband can learn marketing, so you can you. 🙂

And of course, if you need help with this, you know where to find me. or email Adam and I at


* At least an expert by “online coaching” standards. 😉 Seriously though, I hope this formula helps you make sense of marketing and reduce the complication so you grow your list, get more buyers, and make more money in 2019… and therefore have a bigger impact on the world.

The Con Man’s Persuasion Formula

Sitting beside me in the bar that evening, you wouldn’t expect that he’d be a master con man. For one thing, he was short – barely over 5 feet tall. He was also old – well past prime. And he was unattractive – more teeth than Julia Roberts with none of the hair.

And yet this man was able to schmooze anyone into happily doing exactly what he pleased – at least for a little while. And he routinely had more than a few “experts” wrapped around his fingers.

Over cocktails, I pressed him to reveal at least one of his secrets. I could clearly see he was doing something, but couldn’t quite figure it all out.

He grinned wide and leaned in.

“Do you really want to know the secret?”

“Oh yes,” I answered.

What he told me was so shockingly simple, I about fell out of my chair because I’d seen it SO MANY TIMES in my life.

And when you hear it, the light bulb will go off in your head too.

Listen: If you’ve ever tried to use “reason” or begging to get people to do what you want, then this is for you.

Or if you’ve ever agreed to something against your will, you might have been a victim of what I’m about to reveal, and you need to pay close attention too.

This latter reason is really why I’m sharing it with you today. Because if I can help even ONE person avoid being manipulated by abusers, I’ll rest happy.

Okay, back to the story.

“The secret,” he said,

“Is to use a simple three-part formula when you want to convince someone to do what you want.”

Honestly, I was skeptical and this sounded too easy to be true, but this man was a millionaire who managed to get otherwise intelligent people to do insane things on insane deadlines, so who was I to argue?

He continued, “and you have to use all three to make it work and you have to have these ready before you start a conversation.”

“Sounds good. What’s first?”

He leaned in. “The first part is the action you want them to take or what you want them to believe. So let’s say that you want someone to finish a project in a week, even though everyone knows it’s going to take a month.”

I nodded. “Okay. So the first part is what I want. What’s next?”

“Well, the next component is what they want. It’s often what a normal or reasonable person would expect. For example, in the example it might be moving the project deadline to a full month away, rather than a week away from now.”

I sipped some more of my drink. “So we have my ask and their ask. What else is there?”

His eyes lit up. “Ah, that’s the question. The magic ingredient is what makes it all work. It’s an outside person or force that prevents you from acting “reasonably” or otherwise complying with their request. It puts the blame on someone else.”

My eyes widened. Of course! I’d heard this with my ex-husband many times before, so it wasn’t new.

He continued, “So you put it all together by saying something like,

‘I don’t really care about this project. If it were up to me, I’d give you two months to get it done. But the investors are breathing down my neck, so I have no choice but to ask you to speed it up. They’re calling and yelling at me every day. So can you go ahead and try to get it done by next week?”

Of course, what he didn’t tell me is that there were MULTIPLIERS to this effect, if you’re really the psychopathic type.

You could:

  • Shame the person into compliance (“can you get it done in a week, or are you not as capable as you said you were?”)
  • Appeal to their ego (“can you get it done in a week, or do I need to hire someone with the capacity to get it done fast?”)
  • Promise reward (“can you get it done in a week? If you do, I promise to let you guys take a week off to make up for the rush.”)
  • Promise punishment (“can you get it done in a week, or do I need to replace you with someone else who can?”)

Of course, these multipliers make it more obvious that you’re persuading someone, so aren’t used by smoother persuaders.

What he taught me that day made it clear that his success had more to do with persuasion and manipulation than outright marketing chops, although….

… what is marketing but persuasion in print?

To recap, here’s the “Con Man’s Persuasion Formula”

“I really don’t care about X, if it were up to me, I’d Y, but Z is on my back, I have no choice. So can you go ahead and do X for me?”

Use it at your own moral peril, and good luck fending off the narcissists, psychological parasites, and other monsters in this world.

If you need some help with persuasive copywriting, you know where to find me., or email me at to discuss your next project.

The “Twilight Strategy” to Writing Better Marketing Stories

If you’re using stories in your marketing but finding they’re falling flat…

… then today’s post is for you.

But first… are you familiar with Twilight?

If not, let me paint a picture for you.

Imagine you’re a teenage girl. You’re a little awkward. Kind of “average”.

And you go from a big city to a small town where you’re the most interesting thing since sliced bread. No matter where you go, your arrival is on everyone’s lips.

At the diner, everyone is fawning over how much you’ve grown.

At home, new friends come bearing gifts (a truck of your own).

And at school, everyone wants to befriend you and join your inner circle.

Sounds amazing, right?

But wait, there’s more.

Turns out, the hottest, most available guy in school likes YOU.

In fact, he’s so attracted to you, it pains him physically.

You end up together. Then he leaves.

Then another guy, equally hot, also fawns over you.

Meanwhile, entire bands of vampires ALSO want you.

Basically, everyone wants to either be your friend, date you, or kill/eat you.

And moving on, you end up becoming a vampire with super powers.

Again, you’re hot shit and super special.

So special the vampires are going to start a war over you and your gorgeous lovechild.

But in the end, you live happily ever after being your badass powerful self with access to magical abilities, immortal beauty, and riches.

Now, if you’re anything but the target demographic of 12-18 year old women who want a romantic fantasy, that story might seem a bit gross.

But to the target audience?

It’s compelling enough to spawn a hugely profitable ($$$) empire.

That’s the power of story. The trick is knowing WHO you’re writing to and what story will actually move THEM.

The problem?

So many entrepreneurs try telling a story about themselves which doesn’t resonate.

I mean, I can tell you how crappy my childhood was, but do you care?


What you want to hear is the process I used to drum up a winning campaign.

Or how I came up with ideas for this, or that.

Or maybe some nightmare story, long past, about how I went from flat broke to millionaire.

But a current nightmare story? Nope.

Or a story that has NOTHING to do with what the buyer wants? Also nope.

Or even, a story that has NOTHING to do with the buyer’s current experience (or a worse version of it)? Also nope.

Your story has to resonate with WHO you’re selling to…

… what pain points they have…

… and what promised land they hope for themselves.

You can do it with your own story, if you have a good one.

But you can also do it by using:

  • Client case studies and stories
  • “Expert” case studies and stories
  • Media/Pop culture references
  • Buyer Objections
  • Competitor Stories

And if you really look around, you’ll find highly successful people ALREADY using this method to their financial benefit, and you could do the same.

Or, you could keep pumping out lifeless stories no one wants, hoping eventually something will eventually ring a bell for your audience.

Listen: I’m writing a book that will help you come up with the eleven marketing factors (one of which is the story) you need to write great marketing. I’m also giving out 15 FREE copies to those who let me know they’re interested NOW.

Simply email to get on that list. As a gift, I’ll send you the concise version (3 pages) free.

The Case For Specialization

If you’re having trouble with knowing what to write in your blog posts…

… or what to share on social media…

… or where to find your ideal clients…

… then today’s post is for you.

What I reveal today may very well blow the lid on your existing marketing efforts and finally get you the wins you the deserve.

Sound fair?


So let’s get down to it.

The secret to getting more leads and sales isn’t always a matter of having the right process.

Sure, that helps, but it’s not the whole picture.

That’s because one principle I’ve learned as a result of building the 11 Marketing Factors is that specialization wins when you want to attract high quality clients, earn more respect, and achieve more success as a consultant, copywriter, or other service-based entrepreneur.

Which means, if you have the right tactics but not the right focus, then all your hard work will be for naught.

(That is to say, you’ll have wasted your precious and irreplaceable time on tasks which won’t actually push the needle.)

Specialization – especially when combined with my 11 Marketing Factors – helps you know exactly:

  • Who you serve, and where to find them
  • What you sell, which is something they desperately want
  • What to sell it for, which is within their “Pricing Goldilocks Zone”
  • What problems it must solve, which they have in spades

… and much, much more.

When you know these things, you’ll be able to know with complete confidence whether a big idea, offer, or marketing message will work, because you’ll know your prospect as well as you know yourself.

Your stories will actually resonate with your audience more often.

Your offers will land with responses like, “This is EXACTLY what I need!”

Your pain point descriptions will make them say, “This is me!”

And your buyers? Well, they’ll be the kind of people who will actually use and implement what they buy.

But  this stuff doesn’t come by accident. It comes when you’re deliberate about the 11 Marketing Factors and when you SPECIALIZE.

So if you’re having trouble getting enough clients, then it’s time to niche down even further. W

Here are some more benefits to specialization:


Imagine knowing everything that’s going on in your industry. Who the players are, what offers are being made, what’s working, what’s not working. You know the industry inside and out, and that lets you create better marketing than your “competition”. So you never sound like a copy-cat or a wannabe… you’re a leader who’s always one step ahead.


Diving deep into the market also allows you to know exactly what your ideal buyer struggles with. You know what other “gurus” they’ve worked with. You know the books they’ve read. You know where they’ve succeeded, where they’ve failed, and what a “win” looks like for them. You even know what “trigger words” to include in your  marketing to make them buy.


Specialization allows you to master the delivery of a very specific result in a very specific way. You become proficient in consistently getting the promised result for your client. So you get more referrals, more positive testimonials, and more amazing case studies every time you take on a client. Which in turn keeps your calendar booked with amazing clients who pay well. Win-win for everyone!


In addition to consistently getting excellent results, you’re also going to get those results efficiently. You’ll be able to know how to do that thing – whatever it is you do – with speed because you’ll have seen so many permutations of the same problem. You’ll have enough experience to know when to do X instead of Y… or when Z is really best. So you end up doing less work while getting better results for higher pay and more respect.

If you’d like to learn more about the Eleven Marketing Factors and how they help you build a competition-proof business with stronger marketing, then you’ll want to get on my list to be first in line to get a copy. The first 15 will even get a FREE copy.

Opt in to the insider’s list by sending me a PM. I’ll personally reach out when it’s ready… AND I’ll rush the condensed 3-page version as a thank you for being so awesome.

The Truth About “Offensive” Marketing

I’m feeling under the weather today, and so wasn’t sure what to write about.

Thankfully, in between heaving coffee at the porcelain throne, I had a thought, and that thought was this:

What if offensive” marketing isn’t new?

I mean, in the  marketing world there are some “gurus” who make a living off of being

They even sell courses, scripts, and other products teaching YOU how to eliminate your mild-mannered politeness to make more moolah as a villain.

They’re so popular, I probably don’t even have to name them.

(So I won’t waste your precious time by calling them out.)

But what if…

… and hear me out on this one…

… being “offensive” isn’t just something you can find in new media?

What if marketing that works has always been offensive?

Direct response marketing, the kind of marketing I was trained in, has always gone against the branding grain by doing things like:

  • Speaking directly to benefits, instead of brand features
  • Asking for the sale in every piece of copy
  • Making OUTRAGEOUS claims and backing them up with audacious proof
  • Talking about the problems no one’s talking about (the tamest of which was probably “do you make these mistakes in English?”… and we all know what Lysol used to be used for)
  • Telling unforgettable, un-put-down-able stories that stick (“one legged golfer”, anyone?)

“Offensive” marketing has always been the status quo, because marketing doesn’t work unless you grab attention.

And grabbing attention involves getting beyond the “box” your piece of copy would otherwise fall into.

If you’re having trouble making your marketing work, it might be time to look at what you’re doing to grab attention.

Are you using pattern interrupts in your VSLs, stories, and social media?

Are you using personality to differentiate your marketing from the bland brand voice everyone else is using?

And finally, are you making attention-grabbing offers that your buyers actually want to take advantage of?

If not, why not?

“Offensive” marketing isn’t new. The good news is you can find it in the annals of marketing going back over a hundred years. You can find it in emails, books, VSLs. You can even find it in infomercials.

It’s everywhere, IF you know where to look.

And when you need help with this, send Adam and I an email at, or send a PM and we’ll discuss your project. If it’s a good fit, we’ll take it on. If not, we’ll refer you to someone else who can help.

What High Ticket Gurus Don’t Tell You About Pricing. (But I Will)

If you’ve followed marketing consultants for any length of time, you’ve probably run across the numerous high ticket offer gurus out there.

At this point, almost everyone has jumped onto the “high ticket or bust” mantra.


You know, the ones who say that:

👉 Low ticket offers, or ascension marketing, is “dead”

👉 Low ticket customers don’t have “skin in the game”

👉 You can’t build a business using multiple product lines


And frankly, it’s easy to see why this is so damn popular.


🔥 For one, it’s profitable to sell to those who can afford a high ticket price…

🔥 And second, it’s nice to only spend your time with those who’ll treat you well…

🔥 And it’s great to work with those who are ready to implement…


But most of all, it’s much easier to run a business off a single core offer (or group program) than it is to customize projects for each client.

Unfortunately, there’s a catch to “just price higher” and it’s one the high ticket gurus don’t mention very often.

Changing only your pricing, without also changing THIS (which I’ll reveal in a moment), is guaranteeing you’ll get even fewer sales than you did before.

Which is why you’d be wise to keep reading and then take heed to what I’m going to tell you today.

You see, all pricing exists in what I call the “Pricing Goldilocks Zone”.

👉  Price to little for the person you’re targeting, and they won’t buy.

👉 Price too high for the person you’re targeting, and they won’t buy.

There’s a finite range you’re working with.

So if your product sold like hotcakes at $500, but then didn’t sell at all at $2500… you’ve stepped out of the zone.

Or if you usually sell $15,000 packages and couldn’t get a soul to nab your discounted offer… you’re also stepping out of the zone.

But wait, there’s more. 🙂

The REAL TRUTH is that this “pricing happy area” is based on eleven unique factors. (That’s the “thing” I mentioned earlier.)

And like planets in a heroic journey, each of these factors has to be in complete alignment in order for your marketing campaigns and offers to truly work.

Thankfully for you, I lay them all out in detail in my soon-to-be-released book, The Eleven Marketing Factors.

Interested enough to be first in line to get your copy? (And maybe even be one of 15 who’ll get a FREE copy?)

Opt in to the insider’s list by sending me an email at I’ll personally reach out when it’s ready… AND I’ll rush the condensed 3-page version as a thank you for being so awesome.

Crap Copy? Add THIS.

I want to share an in-the-trenches “copy secret” with you.

Before I reveal it, I want to make sure you’re in the right place by asking a few questions.

Sound fair?


So, is your copy exciting to read?

Or is your copy as flat as week-old soda?

And are you getting the steady tide of new leads and sales you deserve?

Or is your engagement more like a teeny trickle, threatening to dry up at any moment?

And finally, are you getting all the sales you want?

Or is your business piggy bank sounding a little less full as of late?

If any of the above applies to you, then listen up. What I’m going to reveal to you today may very well save your bottom line from complete collapse.

(Or at least give you a morale boost. Because hey, sometimes that helps too.)

And while there are probably a LOT of things wrong if you’re not getting any traction on your copy…

(Including but not limited to a bad offer, wrong or inadequate traffic, and message/market mismatch)….

… there’s one thing you can do to immediately improve any piece of copy and which you’re very likely missing worse than an impossible-to-solve Where’s Waldo picture.

This “missing piece” is amazing.

You can insert it into your headlines to make them more exciting…

You can add them to your stories to make them more believable…

And you can even slide them into your bullets to give them that “one-two-punch” they need…

… basically, this component is like salt.

And you can use it to make almost anything that much better.

So what is this “magical component” you’re probably lacking in your copy?

It’s specificity.

To give you a leg up, here are some specific ways to add it in. 🙂




(If doing a benefit/pain/problem headline and not starting in the middle of a story)

  • What specific benefits
  • How fast? (minutes, days, seconds)
  • How easy? (easier than…)
  • Without? (x, y, and z that sucks eggs)




Where were you when this happened?

– WHEN was this event? (Month, day, and year specifically)

– What were you wearing?

– What was the weather like?

– What were you thinking at the time?

– What else was going on in your life to compound the problem?

– What was the exchange of information like?

– What were you feeling before, during, after?

– How did the pain / relief manifest in your life?




– Add numbers (e.g., 347 different ways to say “screw you” and still keep your clients)

– Add metaphors (e.g., what is this benefit like? Paint a word picture!)

– Add pointers (e.g., “on page 27, you’ll discover…”)




– Add worth (e.g., worth $297)

– Itemize (e.g., you’ll get 5 binders… over 7240 pages…. Of proven industry secrets…)




– Add specificity to the source (e.g., not just “Jane S.”, but “Jane Seymour from Hollywood, California, 69, Actress)

– Add specificity to the customer journey (before/during/after – see “stories” above)

– Add specificity to the result (e.g., not just “more money”, but “over $111,242.13 in additional revenues over 30 days….”)


Hopefully, that’ll help you get started with making your copywriting more powerful, especially on sales pages.

And if you’d rather have an expert come in and help, you know where to find me. Simply email Adam and I at

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