If you want to know how to become a copywriter fast, you’re in the right place.

Here are my seven secrets to being a good copywriter.

Why listen to me?

I have 33 years of experience writing direct response sales copy.

But when I started out I had no experience.

I was hired to build a business from scratch.

Back then all I knew was cold calling.

I was selling home improvement products and knocking on doors to find interested people.

After a few slammed doors.

Two or three new (to me) swear words.

I made an painful discovery.

Business owners hate cold callers.

Even back then.

Out of desperation and wanting to keep my job I went to London.

I paid for a seminar on business building.

At the end I got a one to one conversation with the seminar leader.

I had been working on a letter to send to prospects.

When he saw what I wrote he just said, “You see these words here, like ‘me,’ ‘our,’ ‘we,’ ‘my,’ and ‘I.’ Change them to ‘you,’ ‘to ‘you,’ ‘yours,’ etc. Stop talking about you and your service and start talking about them and their problem.”

How to become a copywriter

On the train back home I rewrote the entire letter.

Next day I sent out 10 letters and got 6 replies.

These replies were invites to come and see them to help solve their problem.

Just after that I coined the phrase, “If at first you succeed – try to hide your astonishment.”

And that astonishment continued to grow because that letter made over $200,000 in the next 7 months.

It had only taken me 7 days from writing that letter to getting new clients.

Here are my “ 7 secrets” on how to become a copywriter in one week, even if you’ve never written a single word.

Becoming a copywriter starts with knowing who you want to influence.

How to become a copywriter

Every good copywriter knows that in order to be successful you must do the right type of research before you begin to write a single word.

Gary Bencivenga (one of the world’s greatest copywriters) says that persuasive writing consists of 40% research, 40% writing, and 20% polishing.

So if we accept that as great advice then we’ll be spending as much time on the research phase as we are on the writing phase.

But what to research?

The mind of your prospect.

All techniques for copywriting will fail if you don’t know what will make your reader buy.

Denny Hatch wrote a book called “Method Marketing.”

In this book he likened prospect research to method acting.

He also said that some of the biggest businesses were started by entrepreneurs and copywriters who understood and made a fortune out of mapping the minds of their prospects.

Companies like Agora and Boardroom, where started by solo entrepreneurs. They soon became multimillion dollar corporations on the strength of their persuasive writing ability.

One of the best stories I’ve ever heard about how to become a copywriter comes from the legendary copywriter Gary Halbert.

It’s about a gorgeous woman at a party in Manhattan who was attracting the attention of most of the men there.

There were several men preening themselves around her hoping to take her home.

The first guy came onto her saying how rich he was. How many millions he had and how he would like to spend his money on her.

The second guy come up to her looking really handsome.Fine clothes set off his physique. He talked about his sports prowess and the trophies he’d won, etc.

The third guy walked up to her and talked about how powerful he was. How he controlled this empire and that empire. But all to no avail.

The fourth guy didn’t look much. He casually went up to her, said a few words, showed her some heroin and they walked out together.

You can imagine all these guys writing her a sales letter?   And you can see three of the four totally missing what this woman wants.

They are all wrapped up in themselves and are therefore overdressed.

The fourth guy knew she was a heroin addict. He’d done his homework. He didn’t need any psychological manipulation tricks.

Or resort to sneaky underhanded techniques some persuasive writers use. The fourth guy did his research and knew the answer to the one question that mattered. And that is…

“What does my prospect lust after?”

If you want to know how to become a copywriter fast it’s this…

Do you know what it is your prospects long for?

What is the itch they need to scratch?

What is the most pressing problem they have right now?

Take the headline for a fly fishing magazine:

“Trout spoken here… also salmon and bonefish.”

Do you think this writer knew what his prospect lusts after?

Of course he did.

When John Carlton gives advice to those who want to become a copywriter he says…

Becoming a copywriter

“Become a Sales Detective.’

A detective who can follow all the clues that lead her to the answer to the question…

“What does my prospect want to become?”

Mastering this skill will separate you from just about anybody else writing to your market.

In fact, this skill will put you so far ahead of your competition that they’ll never catch up with you unless they know what you’re about to read next.

Do the exercises as they come up, and by the time you reach the end you will know exactly what moves your prospects to buy products like yours.

This will make your copywriting come alive in your prospects mind each and every time you write to them.

How to become a copywriter secret #1.

Clive Cable

Grow richer BEFORE you write a single word of copy!

You’re about to learn what every copywriter does to get people to buy.

You must pave the way to success.

Remember this.

“It’s not the will to win that counts, it’s the will to prepare to win that counts.”

In just a few moments you’ll discover where to get the best creative ideas and approaches all the best writers use.

At first this may appear to be a little daunting, but then so is any successful endeavour.

It all looks difficult at first, then you dive in and realise it’s no more difficult than failing.

Yes you can even work hard at failing.

I know I have several times.

However, eventually you’ll come out a winner.

And here is your winning formula for how to become a copywriter in 7 days

Study it and apply it.

You’ll astound yourself with the results you’ll get in every sales promotion from now on.

Before we begin I’m going to ask you to leave the building.

Yes –  I want you to go down to your local newsagents or bookstore,

When you’re there, look at the magazine racks.

Each one of these magazines represents a specific marketplace.

No one knows more about their readers than these magazines do.

The magazines you see on the shelves live and die by how well they understand their prospects desires.

Especially if they have subscribers to their magazine.

You’ll see magazines on men’s health, women’s health, running, angling, golf, antiques, gardening, classic cars, photography, shooting, Xbox games, and a whole host of other things.

As you can clearly see, they are all aimed at specific markets.

In Britain’s the number one woman’s magazine is “Glamour.”

This one is aimed at women who want to look gorgeous.

There are other magazines for different types of women.

Marie Claire, Cosmopolitan, and Psychologies are some examples.

How to become a copywriter

The front covers of these magazines show many benefit statements to get you to want to buy the magazine.

These short benefit statements are known as “bullets” or “fascinations.”

These are mini instructions in how to become a copywriter.

How to become a copywriter

Here are some “bullet” examples from a magazine called “Easy Living.”

  • 10 Brilliant tips for a calmer, happier, more efficient you
  • The U.K.’s most heavenly holidays (from just £30 a night!)
  • Inspirational, achievable, beautiful – gorgeous make up – glorious flowers – simple, stunning home ideas
  • A-list beauty exclusive! Julianne Moore shares her anti-ageing secrets

You can clearly see all of these bullet points or fascinations are “talking” to a certain type of reader.

To say it differently, they appeal to a hidden desire the reader has.

And that’s what makes someone pick up the magazine and begin reading.

When you read these magazines, each article in the magazine is calling out a different niche within the main niche of the magazine.

For example: on the front cover of Marie Claire magazine you read “Boob-job Britain. Why more women are going under the knife.”

The only people who will read that are those who are considering having a special type of surgery.

This demonstrates how clearly each magazine understands their readers.

My next question to you is, “what magazine does your prospect read?”

Once you have the answer to this insightful question you will get a real understanding of who your prospect is and what their secret desires are.

Not only have these magazines worked out for you exactly what your prospects want, they’ve paid persuasive writers to write bullet points and fascinations on their front covers. 

The good news about these bullet points is you can steal them and use them as templates for your own products or services.

And you’ll be adding to your techniques for persuasive writing!

Here’s another insider tip for you.

Don’t buy any of these magazines.

Just get the phone number of the advertising department, ring them up and ask them to send you a media pack.

Also ask for three editions of their magazine.

The reason you’re asking for three is so you can see who their regular advertisers are.

If there are companies in your marketplace that have advertised in all three magazines that you receive, then study their adverts because they are making money from them.

This is the very first thing you must do if you want to become good at copywriting.

Also in the media pack the magazine will tell you who they created their magazine for.

In other words, your ideal prospect.

Here’s an example from ‘Start Your Business’ magazine:


• They’re both male and female

• Their average age is 38

• They have traded for less than three years

• They are establishing their brand loyalties

• They are looking for expert advice

• The choice of business bank will be their first major decision

• They will require office space or commercial premises

• They will purchase IT equipment with the first three months of trading

• They will re-assess their mobile phone requirements

• 67% will consider upgrading their vehicle within the first year of trading

• 84% of our readers consider business insurance as ‘essential’

• 64% are interested in improving their businesses’ online presence

• on average our readers went to six concerts over the last 12 months

• our readers are actively seeking new business opportunities

• our readers regularly look for special offers in advertisements

How to become a copywriter

Read the articles and pay particular attention to the sub niches that align with   your product or service.

Another good idea is to find out how many subscribers the magazine has, as this will give you an indication of how popular that magazine is.

You always want to pick a niche with a “high passion index.”

In other words, people who are irrationally passionate about a subject.

Think, golf, fishing, photography, beauty, anti-aging, health, bodybuilding, etc.

If you really want to put yourself in to the highest ranks of researchers then you’ll want to do either or both of the following strategies.

Go to Amazon and look up books on similar subjects to what you’re selling.

Collect the titles of these books and read their back covers.

These will give you even more indications of the desires your prospect has.

Another excellent thing to do would be to look at the comments of people who have read the books.

You’ll be looking for the buzzwords that customers are saying in the reviews, and you’ll be using them in your articles, blog posts, etc.

You’ll also be looking for the negative comments about the books you’re researching. These are great for picking up objections that you will encounter when selling your own products.

One of the key things to do when you’re learning to become a copywriter is to bring up the objection before the person thinks of it and then resolve it for them in a way that makes them want the product even more.

How to become a copywriter secret #2.

Go down to your local book shop and look at the titles of the books that are selling something similar to your product.

Here you have the advantage of looking inside the book.

What you’re looking for is in the introduction or the first chapter.

Here the author has just a few sentences of persuasive writing techniques to get you buy the book.

These few sentences are priceless for you because you can use them (but not word for word) to sell your product.

Take a notebook with you and make notes of the exact verbiage used in each of the books.

You can use all of this valuable information for creating great content for your website and sales messages.

But we’re not done yet.

Let’s keep going further into the mind of your prospect.

Remember “the deeper the foundation the higher the building.”

How to become a copywriter secret #3.

Write into the heart of their mind.

Get inside their head.

Think like the fish not like the fisherman.

To do that we’re going to start with Demographics.

That’s ‘jargon’ for the facts of a person’s life.

Like how old they are, whether they are male or female etc.

The great insight you got earlier was to send for a media pack for the magazine your target market reads.

In the media pack will be specific information that will help you answer the following questions.

(If you can’t find the answers to these questions, write down your best guess.)

How old is your prospect?

Are they male or female?

Are they married, divorced, widowed or single?

Do they have any kids?

Do they have aging parents and are their grandparents still alive?

What’s their educational level, high school, college, university, etc.?

What do they do for a living?

Do they have any pets?

Are they fit or are they a couch potato?

What are their physical attributes? Are they overweight, etc.?

Okay, if you’ve done that you’ve put yourself on the fast track to success.


A study once proved the one main difference between the successful and unsuccessful business owners came down to just three words.

Speed of implementation.

Now you’re in the rare two per cent of those who get things done and achieve more great things in life.

Now let’s look at another important component of the human mind.

Psycho-graphics. Knowing the behaviour patterns of your reader will give you a unique advantage when using these techniques for persuasive writing.

Do you know what TV shows they watch?

This may be a little harder to find out.

Here’s a clue…

What TV shows do you watch?

The chances are you’re similar to your prospects.

Most people are the best prospects for their products, that’s why they made them or were attracted to them in the first place.

So write out the TV shows you think they watch and include their favourite celebrities, actors, singers.

This makes the next part easier.

List the five people they most admire.

Do they have a favourite prime minister or president?

Next, are they the religious type or are they more spiritual?

In other words do they follow some organised religion, or do they mainly read books, take courses, or attend classes on spirituality?

Now if your prospect is religious it’s highly likely they will resent those outside of their chosen religion.

Same with politics.

Even if they aren’t there’s always a group or groups of people they hate, resent or fear.

Write these down here.

One of the most powerful concepts in becoming a copywriter is bonding with your prospect by throwing rocks at his enemy.

Yes, the theme of the common enemy or the “us versus them” mentality.

Everyone is prejudice about something or someone.

Now let’s take a look at their self-esteem.

Do they have any emotional issues going on?

Are there frustrations in their day to day life?

Do they have any neuroses?

Write down what you think.

Now answer this question: How do they feel about the hand they were dealt in life?

The last part of this section is all about their hopes, dreams, and future desires.

Hope is a powerful emotional trigger especially when selling health products or longevity plans.

Write down what you think is on their mind when it comes to their future.

Do they own their own home, or do they rent?   

Do they own more than one home. For example a holiday home or places they let out.

What kind of car or cars do they own?

Where do they go on holiday, where do they stay, do they even take holidays?

Do they have hobbies… spend time hanging out with a group of friends, etc?

What (if any) are their professional activities?

Do they belong to any organisation?

Are they fitness or health fanatics? 

Does your prospect have any world views? In other words do they voice their opinions about economic issues, political issues, or society and the way it’s going or how good the old days were?

What section of the newspaper do they read first?

Sports, business, finance, health, women’s interests, political, world news, etc.

How to become a copywriter secret #4.

Brilliant… you now have the foundational understanding of your prospect. Chances are you know more about your prospect than any of your competitors.

And that puts you light years ahead when it comes to the question of how to become a copywriter.

Now let’s go to the place where your writing will give you the highest responses possible.

Remember what Gary Bencivenga said about copywriting. It’s 40% research, 40% writing and 20% polishing.

The problem I see with most people who teach copywriting is they focus mainly on the writing itself.

And that’s because it’s the glamorous side of copywriting.

But that’s not where the big money is.

That’s only available to those who do an amazing job of research.

So let’s go the extra mile now with this next section that begins with these questions:

(By the way, these next questions will give you far more accurate and insightful answers if you ask three or four of your prospects directly.)

What is the big urgent problem that you solve?

If your prospect could wave a magic wand, what would he want more than anything else in this area?

This question will help you understand the ultimate result your prospect is looking for so you can design and position your product or service promotion accordingly.

Knowing what your prospect clearly and intensely wants gives you a huge edge when you’re putting together any e-mails, blog posts, articles, landing pages, sales pages, videos or just about any other promotion you are doing.

When you can figure out the dream outcome to your prospect and promise it in an honest way you will appeal to these deep drives they have.

Next question:

What does he most want to avoid?

Some people are more motivated by pain than they are by pleasure. Often times people go through their lives running away from the things they’re afraid of.

While most people pile on benefit after benefit and just paint a wonderful picture of the future their prospects can have, it’s even more powerful to talk about the pain and frustration these people already have in their lives.

Next question:

What does he believe in his heart about the issue or problem?

This question will help you write in a way that shows your prospect that what you have will work for them. You’re taking them from what’s possible in the mind to what is actually probable in the real world.

Next question:

What does he believe about your type of product or service?

Does he believe your product or service can work?

One of the biggest objections people have is they think the product they are looking to buy won’t work for them.

Next question:

What does he believe about other promoters in this industry?

What does he believe about other promoters in this industry?

Does he believe that your type of company or product is trustworthy?

Next question:

How does your prospect feel when he looks for the type of product you’re selling?

Is he intimidated and dreading the process? Or is he excited and looking forward to owning your product?

Next question:

How does he feel when he reads what you’ve written?

Are you getting him excited, full of anticipation? Or if he is avoiding a problem are you “backing the ambulance up to the door?” In other words, are you making him really feel his pain?

How does he feel about what you’re offering?

Does he see it as incredibly generous?

That he’d be a fool not to take you up on your offer?

Or does he think there’s a catch somewhere?

Is he questioning why it’s such a low price?

Or why it’s such a high price?

How to become a copywriter secret #5.

Imagine I’m going down on one knees, red box opens slowly, ring revealed.

Okay panic over. I’m not about to propose.

But I wanted to make a point.

Let’s “marry” features with benefits.

A feature is what something is.

A benefit is what something does.

For example, a feature of a saucepan is its handle.

The benefit is you can move the saucepan using the handle and not get burned.

Of a handle on a coffee cup can be classed as a feature.

Being able to drink your coffee at the temperature you like is classed as the benefit.

Now think of a feature of your product or service.

Remember, a feature is what something is.

Now ask yourself this question.

“Why does this feature exist?”

You just want a basic reason.

Nothing elaborate is needed.

Here’s an example.

The light and sound machine is used by hypnotists and advanced learners.

The reason why I should include it in a learning course is because it speeds up learning.

So using the diagram below I would put “light and sound machine” under the ‘features’ heading and “speeds up learning” in the ‘why it exists’ heading.

Okay now it’s your turn.

Now you’re going to translate this reason why answer into a functional benefit.

This will bring the feature to life in the mind of your prospect.

So to continue with my example, the light and sound machine speeds up learning.

When you speed up your learning you master your subject faster and begin enjoying the rewards sooner.

Let’s go a little deeper here to give you a better understanding.

I’m going to expand on my example.

I’m using the light and sound machine to help web-based entrepreneurs learn the techniques of persuasive writing.

They need to learn it and it’s a difficult subject which typically takes years to learn.

I’m going to break this down step by step.

  1. The light and sound machine speeds up their learning.
  2. They can master persuasive writing faster
  3. and begin enjoying getting higher response rates sooner
  4. and making more money than they are today.

By explaining what the feature DOES for my prospect I bring it to life.

I’ve deliberately used action verbs like ‘master’ and ‘faster,’ plus “higher response rates sooner” and lastly ‘make more money.’

Note also that the end result of this little exercise is something my prospect is willing to pay money for.

Now, take the time to write out the functional benefit of one of your features.

Remember to use action verbs.

Also it must be something your prospect is willing to pay for.

If you get stuck with this at any point, go back to your “reason why” explanation and ask yourself the question, “so what?”

Then answer that and ask the “so what?” question again until you get a functional answer people will pay for.

AND if you get stuck with any of the other features you wrote out, ask this question, “Which means that?”

Now this may seem a little like overkill, but you’ll be surprised how many people can’t get the benefit out of the feature because they are what I call, feature creatures. That is they are too logical. And people buy on emotion.

Just for the fun of it I’ll give you a couple of examples about the light and sound machine so you can see how it fits in with these persuasive writing techniques.

It speeds up learning.

So what?

You learn faster so you can implement sooner.

So what?

When you implement sooner you’ll get more responses than you’re getting now.

So what?

You’ll get more new paying customers.

So what?

You’ll make more money than you are right now.

Okay, there is more to come but I’ll tell you that in a moment.

You can already see the question, “which means that…” is similar to the “so what?” question in that you get almost the same answers.

So what?

Just kidding…

How to become a copywriter secret #6.

You want to create pleasing pictures in the mind of your prospects.

The more real and vivid it is the better.

You want them to see themselves owning and using your product.

Car salesmen do this by letting you test drive the car before buying.

Demonstration is one of the best ways to persuade people.

I’ll give you an example.

Imagine it’s one month from today and you’ve been using the light and sound machine for thirty minutes a day while you were relaxing listening to ways to write more persuasively.

It’s almost like you did nothing but relax. But all this time your subconscious mind was absorbing the material I created for you.

Not only did your subconscious mind absorb it, but it also remembered it as well.

The word information means new knowledge forming inside of you waiting for the right time to be put into action.

So here you are a month from today and you’re writing to promote one of your products. And for some unknown reason you feel inspired.

As you start writing you’re feeling excited about what you’re doing. The words are flowing from your mind onto the screen in front of you.

And it feels effortless.

You post your words up on your website and the next thing you know you’re getting emails showing lots more people opting into your email list.

Double or even treble what you’re getting now.

And you know from past experience how many of these new opt-ins will buy from you.

You realise that a few days from now your profits will double. You’ll be able to get that new “toy” you’ve been promising yourself. Or that holiday.

If you did the exercises in the last chapter you’ll know your prospect well enough to know what they lust after. You’ll also know which ‘driver’ words to pepper your copy with.

In fact you’ll know how to outline your entire sales message.

How to become a copywriter secret #7.

There’s one more strategy you can use.

Well two actually.

The first is to build in some anticipation BEFORE giving your benefit.

The second is using the “little to big” technique.

Like this.

You wake up one morning and start writing. You notice it’s easier than before. The words just come naturally for you.

You finish up half an hour later and you post your work online.

A couple of hours go by and a few orders trickle in.

Then you begin to notice something strange just around 3pm.

There’s a spike in responses. And for the next few hours your orders skyrocket.

You’re making more in an hour than you used to in a month. Suddenly you’re getting really excited because you realise it’s the American market that’s seeing your promotion and loving it.

Okay, I hope you can see the value in this.

When you use what you have here you’ll see big changes in your writing.

And you’ll notice there’s no need to use hype or slick salesmanship.

These techniques on how to become a copywriterare always used honestly and ethically and are based around the real motivations of your readers.

Once you really understand your readers your responses will reach new highs.

Now you know how to become a copywriter it’s time to put into practice what you’ve just read.

My way of saying thank you for reading this article to the end.

Go through this article again and follow my advice.

Keep this in mind.

Imagine you are promoting a health product that improves eyesight of those over 50 who hate wearing glasses.

You’re going to offer an alternative that works.

Make up a product name.

Don’t mention the ingredients.

Just the problem (she hates wearing glasses but she is shortsighted and has no other choice)

And the solution (the benefits – not features – of the health supplement. Pay special attention to how here life will change after she uses the supplement.)

Then submit your copy to me. My personal email is clive@clivecable.com

I will show you exactly what you did right and how to improve your sales copy.

It is the next best thing to having me coach you.

And the best part?

It won’t cost you a penny.

Until soon…

Clive Cable

Influencing the Subconscious Mind.

If you’re a beginner copywriting start with stories.

Here’s how and why stories persuade.

To give you a fast start we’ll use story…

Truth walked into a village. The locals started cursing her. Spewing insults, they chased her out of the village.

Truth walked along the road to the next town.

They spat at her and cursed her and called her names, driving her out of town.

She walked, lonely and sad, down an empty road, until she reached the next town, still hoping to find someone who was happy to see her, who would embrace Truth with open arms.

She walked into the third town, this time in the middle of the night, hoping that dawn would find the townsfolk, happy to see Truth with dawn’s light.

But as soon as they townsfolk’s eyes lit upon her they ran to their homes and then came back throwing garbage at her.

Truth ran off, out of town, into the woods, and after crying, and cleaning off the garbage, returned to the edge of the woods, when she heard laughter, singing and applause.

She saw the townsfolk applauding as STORY entered the town. They brought out fresh meats and soups and pies and pastries and offered them all to STORY. Who smiled and lavished in their love and appreciation.

Come twilight, Truth was sulking and sobbing at the edge of the woods. The townsfolk disdainfully ignored her, but STORY came out to see what the story was.

TRUTH told STORY how all the townsfolk mistreated her, how sad and lonely she was, how much she wanted to be accepted and appreciated.

STORY replied, “Of course they all reject you, “STORY looked at TRUTH, eyes a bit lowered to the side. “No-one wants to look at the naked truth.”

So, STORY gave TRUTH brilliant, beautiful clothing to wear. And they walked into the town together, TRUTH with STORY. And the townspeople greeted them with warmth and love and appreciation, for TRUTH wrapped in STORY’s clothing is a beautiful thing and easy to behold.

And ever since then, truth travels with story, and they are always accepted and loved. And that’s the way it was and the way it is and the way it will always be.

Copywriting for beginners part 1.

what you need to know about Brain Power.

Before your brain is fully developed your emotional and reptilian brain dominated.

That is to say the most primitive parts of your brain that look to survival and relationships, control the way you look at life.

It isn’t until your late teens does your neo-cortex (the thinking, rational brain) begins to come online.

Some say the emotional and reptilian parts of your brain is the equivalent of your subconscious mind.

If that’s true then when you and I were first exposed to stories it was before our adult brain was formed, and therefore story goes directly to the subconscious mind.

Interestingly, the most mature part of your brain tunes out when it’s exposed to story.

In other words, when you hear a story it’s as if you were a child again.

And you enjoy this familiar feeling immensely.

That might explain why fiction outsells non-fiction by a whopping 500 – 1.

Netflix has over 5,000 (mainly fiction) titles to choose from.

And in most bookshops the children’s and adult fiction sections are larger than all the other sections combined.

What has that got to do with copywriting for beginners?


Copywriting for beginners

There are six most popular ways to start a sales message with.

  1. The offer.
  2. The promise.
  3. The problem and solution.
  4. The secrets or ‘system’ method.
  5. Stating an emotionally compelling fact.
  6. Compelling story.

The first three are bold and direct, great for existing customers.

The last three are indirect, great for cold traffic.

However, because of the ever-growing competition online what used to work doesn’t today.

Unless your advertising message is anything but advertising to consumers.

And that’s where stories are crushing it right now.

Because stories sell to the subconscious mind, prospects are attracted to them and never feel like they are being sold to.

Remember, no one likes to be sold to, but everyone loves to buy.

Copywriting for beginners

Scientific subtlety.

Researchers say that we enjoy fiction because that’s the way we learn about life.

Meaning, we learn about life through story.

When Joseph Campbell discovered the structure of stories handed down from generation to generation, he called it, “The Hero with a Thousand Faces.”

In other words, it’s the same story structure but the hero is different every time.

Hence the 1,000 faces.

Story craftsmen and women call this structure “The Hero’s Journey.”

It is this hero’s journey framework that makes books and movies best-sellers.

And the reason?

Because it taps into our unconscious mind. Each and every one of us is on our own hero’s journey.

We are all somewhere along the continuum of this model.

Copywriting for beginners part 2.

The Heroic Journey.

When you watch any blockbuster movie from now on, see how far you can follow the hero along his or her journey.

The reason is because when you begin your copy with story you will use this model as your guide.

However, there is another model available to make your story even more believable, compelling, and persuasive.

Another thing our subconscious mind is doing while you’re busy daydreaming is to better itself.

As a child your first actions are to survive. Then you want to find security as you advance through your childhood years.

As a teenager you want to find love.

As a young adult you want meaningful work and feel good about what you do.

Then later in life you find your calling.

The Hero's Journey

This, is what Abraham Maslow called “The Hierarchy of Needs.”

He was the first psychologist to study normal people.

Maslow's needs pyramid

Maslow’s Triangle.

As you can see, survival is at the bottom. When we feel we can survive we strive for security.

When we feel we are secure enough we look for relationships and love.

Next is self-esteem, feeling good about ourselves and what we do.

Then there’s self-actualisation. The need to find our calling and have mastery with our craft..

Right now, as you’re reading this you’re moving into self-esteem, on your journey to mastery and self-actualisation.

What happens to your story when you combine the Heroes journey with Maslow’s hierarchy?

You create a magical, hypnotic effect on your readers.

If you haven’t seen the movie “Miss Bala” we recommend you watch it.

The story starts out with our Heroine in her ordinary world.

The reluctantly becomes a hero when she goes to a night club with her best friend, who she calls ‘family.’

When she goes to the loo, villains break into the night club through the vents in ladies’ toilets.

One of them discovers her and because she’s an American he gives her 10 seconds to leave.

But she chooses to go back into the nightclub to save her friend.

She can’t find her friend and gets kidnapped by the leader of the drug cartel.

Here we have

Act one.

Ordinary world.

Call to adventure.

Refusal of the call.

Meeting of the mentor. (He is also the villain.

She is forced against her will over the first threshold into a new world.

What drives the story is the plot. “The hero wants something but is having trouble getting it.” She wants to find her best friend.

Act two.

Goes through tests after she meets the villain.

The first test is escaping from the villain..

That leads to a “Sophies Choice.” A dilemma between two evils.

(Anytime you can insert a Sophies choice in your story you ramp up the reader’s engagement.)

In the movie the Sophies choice dilemma creates even more conflict.

(Remember, without conflict there is no story.)

And now as the story progresses we see her unwillingness to compromise.

(And that is what makes this story brilliant. In your story show how you as the hero were unwilling to compromise.)

Understanding Maslow’s triangle for telling persuasive stories.

Fiction writers have a peculiar habit of turning Maslow’s hierarchy of needs upside down.

  • Survival. (at the top.)
  • Security.
  • Love.
  • Self-esteem.
  • Self-actualisation. (at the bottom.)

Fiction writers want to keep the hero in survival mode as long as possible.

They release the tension by switching scenes to a different story that includes other characters like the villain or someone close to the hero.

It is rare to let the hero go beyond survival mode. But there is a hint of hope when the hero feels some sort of security.

That said, let’s turn the Maslow pyramid the right way up.

This pyramid first appeared in the book by Maslow called, “Motivation and personality.”

In essence it’s about how a person is naturally motivated to go from one section of the pyramid to the next.

And even when life gets tough and we go back down the pyramid, we still strive to go back up.

At the bottom is survival and at the top is self-actualisation.

Now, we know through the classic hero’s journey that the hero must transform and become a better version of herself otherwise the story is dull or has an unsatisfactory ending.

Meaning the hero dies and doesn’t reach their full potential.

Or boy meets girl. Girl dumps boy. Boy commits suicide.

No one wants to see that.

The movie “Groundhog Day” does a convincing job of hero transformation.

So, if you as the hero has to transform how do you write that into your story?

You use the hero’s two journeys.

  • The outer journey. What the hero accomplishes.
  • The inner journey. What the hero becomes.

Of the two the inner journey is the one to focus on.

I’ll tell you why in a moment.

In the film “Miss Bala” the Heroine starts off in her ordinary world and is in the ‘love’ section of Maslow’s pyramid.

When she crosses the first threshold in the hero’s journey model she is forcibly moved down the Maslow pyramid to survival mode.

And there she stays through two thirds of the second act where she is in the world of the villain.

This is almost the same approach E.L. James takes in the best-selling book, “50 Shades of Grey.”

Copywriting for beginners part 3.

How the Hero’s Journey fits in with Maslow’s triangle of needs.

However, if you want to start your story in the middle of the action like the 6th sense” then the hero must be in survival mode.

Then you tell the back story starting from the point where the hero is in their ordinary world, everything is okay, and they are in the love/belonging section of Maslow’s pyramid.

You then take the story back to where you started.

As the story progresses the hero loses all of their security and is now down in survival mode.

Then you keep the hero in the survival mode by introducing the devilish villain.

Or anything that’s preventing the hero from getting what she wants.

In the movie “Miss Bala” our heroine goes on a roller coaster ride through survival and security.

It looks like she’s trapped.

(This is what you must do in your story to keep your prospect hooked.)

Typically, the hero is given some skill or a magical device that will later save the day.

In Miss Bala, the villain (in this case also her mentor) teaches her how to handle an automatic rifle.

At the end of the movie that rifle is vital to the plot.

In “The Count of Monte Christo,” the hermit, played brilliantly  by Anthony Hopkins, teaches the hero to swordfight.

And at the end of the movie his sword fighting skills save the day.

Think Harry Potters Magic wand. Luke Skywalkers lightsaber, and Spiderman’s Spidey powers.

All of these ‘gifts’ are crucial to the story’s climax.

In your story, show how you met a mentor and the ‘gift’ he or she gave you.

Do this early in your story so you can use it at the end to win the day against your villain.

You must have a villain. And the meaner, smarter, stronger the villain is, the better you must become at defeating him.

The transformation technique explained.

Our Heroine in Miss Bala is forced to play the victim most of the movie, and that’s what keeps her in the survival mode.

However, as the story moves forward every now and then your given glimpses of the strength of her personality as she zig-zags through survival and security.

20 minutes from the end of the movie she ‘wins ‘ the rigged Miss Bali contest. And it’s only then do we see her self-esteem begin to rise.

In the Maslow pyramid that’s the one above love.

Now, we start to see her transform.

Then she finds her friend, (her quest) and finds out her captor who she trusted, tricked her.

The plot takes her from victim to vengeance.

Soon after she uses the automatic rifle to kill her captor and win the day.

Self-esteem and self-acceptance accomplished all in one scene.

But the transformation is not yet complete.

Because of her heroic actions the CIA invite her to become an agent.

Seeing her friend and godson fulfilling her love needs.

Only then does she feel she can go to self-esteem and self-actualisation.

Now she comes back to her ordinary world transformed.

When you combine the Hero’s journey with Maslow’s pyramid you have a powerful guide to create your compelling story.

Copywriting for beginners part 4.

Putting it all together.

Here is an example of a back story I wrote for one of my clients.

It all began the week before Christmas in 2006…

I sat frozen in a large room on an old wooden chair waiting anxiously for the verdict.

She looked at me with those cold blue eyes then looked down at her notes.

Slowly her eyes moved back up to mine.

She paused for what seemed like a minute.

Her soft words were as loud as a megaphone.

“You have a cancerous Squamous cell carcinoma’ in your main Aorta artery.”

“What? What does that mean?” I reeled.

She looked away for a moment, as she looked back she raised a brow, her eyes bored into me the way only doctors can when they deliver the death blow.

“You have twelve weeks left to live.”

I lowered my head.

My mouth fell open.

I felt dizzy, then cold to the core.

Gripping the arms of the chair I stared into space.

Six months earlier I was living my dream over in Western Australia.

This was all thanks to my husband at the time. He had the idea we could save our marriage if we started fresh.

If we went somewhere new, the excitement would return.

I believed him. He’s a good man, I said to myself, go with it and start over.

So, we upped and moved 6,000 miles to the western side of paradise known as Australia.

The land of dreams.

As soon as we arrived, I felt at home. This is where I’ll spend the rest of my days.

Back home I had a hairdressing – beauty – therapy – wellbeing business, I opted to stay in the health industry because that was what I knew and what I was good at.

I knew every customer my name, I knew about their family and even their hobbies.

Leaving them all behind was almost as hard as leaving my family. It was the only time in my life when I wished I could be in two places at once.

But I knew the past does not equal the future and I had to let go and move on.

Within my first year in Western Australia, I created a phenomenally successful handmade candle business.

Life was good, I was living where I wanted, and how I wanted.

You’d think having five outlets, and 38 advisors teaching people how to heal their lives through, candlelight, colour and essential oils was hard work.

For me it was a breeze. (Excuse the pun.)

Money wasn’t a problem as I could buy almost anything I wanted.

I loved what I did in my new world, my clients and my advisors all loved me and what I did for them.

Yes, the health business is a good business to be in. Except when your health is not so great.

After another 12-hour day, my husband woke me in the middle of the night telling me he wanted a divorce.


At first I thought it was a just another bad dream.

Okay, I knew we had grown apart, but I thought he was still happy to be with me even though I admit our marriage was lifeless.

Then came the next bolt from the blue.

Over breakfast he asked me for the impossible.

I knew he loved being a Yorkshire man and his family meant the world to him.

Pouring out the coffee he said, “My family are back in England and I want their support for when I’m on my own. I want to go back there for the divorce.”

Don’t get me wrong, my ex-husband was a good man, and we emigrated to our new life in the land of opportunity with eyes wide open.

I wanted to stay friends with him.

Even though I felt Australia was our dream home from home.

Except now, it was more like paradise lost.

As difficult as it was, I knew I couldn’t say no. Not to him.

Little did I know how much damage that was doing to my health.

Looking back, I had been living with some pain and emotional chaos.

It was like something vile was creeping up inside of me waiting for just the right moment to devour me.

When my doctor called me in to her office all she could say was, “Please sit.”

I remember thinking, I have not been ill all my life, and for months, nothing showed up in tests.

Yet for some time I felt as though my ‘internal light’ was flickering instead of burning bright.

Some days, I felt like I was dying inside.

At least that was how I described the feeling to my doctor.

Last month I’d told her that one morning I woke with a massive lump on the right side of my neck.

To the rest of the world, I was a confident, high achieving, and happy person.

That was until she said in that cold voice of hers, “You have a cancerous Squamous cell carcinoma in your main Aorta artery.”

“What? What does that mean?” I could barely speak.

She looked away for a moment, when she looked back, her eyes burning into mine.

And then those seven searing words smashing into my soul.

“You have twelve weeks left to live.”

I sat there like a slack jawed fool.

I felt dizzy, then cold to the core.

This was only one week before Christmas.

She asked, “So, what will you do this Christmas?”

Still dazed I asked “why?”

“This is going to be your last one.”

I felt my muscles tightening around my jaw, my teeth pushing together hard.

Clenching my fists, I said through pursed lips. “I don’t have time to die.”

As soon as I said that I felt an immediate sense of calm.

The look on her face was priceless.

She never spoke another word, and she and I knew we would never see each other again.

Not because I was going to die in three months’ time, but because I knew in my gut she was wrong.

Obviously, my doctor had no clue about me.

I was going to live, and live better than before.

It was crunch time.

Immediately I went back home and started preparing my life as if I were going to die.

The truth was my old life had already died.

And I knew whatever happened from here on – I was going to live my life differently – the kind of ‘different’ most people cannot see.

I knew I could beat this cancer, but I admit my back was against a wall.

If I was going to make it – my new life starts today.

I sold everything I owned except my clothes and the house I was living in.

And I even sold my precious business, in record time.

What was I going to do now?

It soon dawned on me I was looking at death, and a new beginning both at the same time.

But I knew the past does not equal the future.

Even though the diagnosis was “real,” I felt in my heart my time to die was not now.

But trying to figure out the future was like trying to straighten out a bowl of spaghetti.

I had to get rid of this massive lump on my neck, so I reluctantly agreed to a small operation.

It was either that or I’d lose my voice.

The operation was a success and after a short rest I was up and about again.

One morning on my way to see a friend I had an image popped into my mind.

It was a giant jigsaw puzzle with all the pieces taken out.

When I got to my friend’s house I knew I had to tell her.

“What if all the pieces of your life’s “jigsaw” were to fall out and you had the chance to replace each piece of the puzzle exactly the way you want it?” I asked her.

She quickly replied, “Oh my goodness, then you’d have a perfect scene called your dream life.”

We sat and talked for hours. I’d never drank so much tea.

By the time I left I had a clear image in my mind. Now it was time to go find all the pieces I needed to complete the puzzle of my new life.

Google soon became my new best friend.

The first piece of the puzzle was nutrition.

Next was mindful meditation.

Then nature, massage, homegrown vegetables, and fruit.

I even went on long retreats.

The next piece of my puzzle came more as a shock than anything else.

It was something I thought I’d dealt with years ago.

Obviously not.

When my mother died of cancer 18 years ago I never took the time out to mourn her passing.

I concluded that grief could stop me from living a life of passion and joy.

That was when I choose professional help.

I knew if I didn’t then anything from the past could sneak into my jigsaw puzzle and ruin the scene I’d so carefully envisioned.

Over my life I took on the false beliefs of those who had authority over me. I realised the inner work is as important as the outer work.

For the next six months I sought out councillors and coaches. One after another, until I’d cleared away all of the fog clouding my vision.

I kept reminding myself the past does not equal the future and I had to let go and move on.

As more and more pieces of my jigsaw came together I began to feel different.

Having beaten my cancer, I finally felt worthy of happiness.

People started coming into my life at just the right time to give me the next piece of my puzzle.

As I cleared my mind of all the old jigsaw pieces, new habits and new beliefs began to emerge.

It was these new habits and beliefs that formed the new powerful image in my mind.

During these moments of reflection and visualising, I began working with clients on a one-to-one basis, sharing some of the insights and wisdom bestowed on me during my dark times.

My jigsaw was almost complete.

As I continued to visualise my future there was only one piece of my puzzle missing.

My purpose.

As soon as I found that I could enjoy a healthier life, mentally, emotionally, and physically, with Inner peace and freedom, I knew my mission was to help others just like me.

I wanted to take this one client out into nature, but it rained so hard I knew we’d be soaked in a second.

So, I decided we would do some indoor yoga instead.

I reached up to my bookshelf to grab my yoga anatomy bible, but I pulled out a book I hadn’t seen before.

It was “The Golden Book of Yoga Terms.”

The book fell open in my lap and for some odd reason I began reading a short passage out loud to my client.

“Transforming darkness (GU) into light (RU) gives us GURU, a spiritual teacher. Universally “Gurus” point the way, solutions lie within the searcher.”

It was during a session with that one receptive client that I realised, there’s a lot of women out there who need the opportunity to know about and learn of the valuable options for their own future choices, just like I had.

Then it hit me.

There are fabulous practitioners out there, in and around my life. My councillors, coaches and confidants had helped me triumph over my cancer.

Battling and beating cancer meant that I knew and understood one of the main causes of early death.

What if I could bring all these health guides together in one place as the ultimate resource for women who are in a health crisis?

Once I realised that I can only complete my own jigsaw puzzle of life by helping others complete theirs, I began my search for other empowered men women with healing talents to join me in creating a transformed state of health for you.

And that’s how I’d like you to think about this, as if you had arrived at a new world, one completely different from the one you know.

A world where you can be your best free from stress or almost every kind of problem that ails you.

Remember what I said right at the beginning.

Copywriting for beginners

“For every illness there is a place on earth where it doesn’t exist.”

I believe wellbeing is the new currency. And like any currency you can use it to give you a better life.

The more wellbeing you have, the richer life you’ll enjoy.

Can wellbeing be measured?

Of course. Just as any form of currency can be measured.

You can be health rich, or health poor.

It’s your choice.

If you are health poor then you have no currency to spend and life can be frustrating, painful, or lonely.

But if you are health rich you have all the currency you need to enjoy life to the full.

When you look at how COVID has forever changed our world, you’ll soon realise what it’s doing.

It’s taking away our wellbeing currency.

Now, more than ever, we need to hold onto and even expand our wellbeing currency.

And that is what this website is all about.

Now, let’s imagine that you and I have a “Health Bank Account.” And inside this bank account we have our wellbeing currency.

As I said, the more of this wellbeing currency you have the richer your life can be.

Let’s go back to your health bank account for a moment.

If for whatever reason you find yourself in health debt then you’re in the right place at the right time.

Here in this (name of website)  you’ll find all the resources you’ll need to make positive health deposits into your health account and reverse the debt and merge into health abundance.

You’ll have your new wellbeing currency to go out and spend on creating the life you’ve always wanted, full of energy, vitality, and love.

Please, allow me to be your guide from the dark to the light.

In conclusion…

So, there you have it. Insights into writing compelling stories for yourself and your clients.

In our “Influence Intelligence Mastery” course there is a set of questions I ask my clients before I write their story, or their ‘about me’ page.

Then there is another set of questions that reveal their likable traits.

If you watch any series fiction of blockbuster movies you’ll always “fall in love” with the main character.

Fiction writers use 14 secret techniques to keep you riveted to their hero.

Guess what?

Through years of research, watching Netflix and tedious trial and error, I discovered what they are. And if you want to write amazing stories that sell, you, your company and what you offer then you must have these secret techniques.

To get this secret techniques enter your email address and I’ll give you a cheat sheet you can use to begin creating your own stories.

All emotionally impactful Writing starts with story.

“Some travelers come to a village, carrying nothing more than an empty cooking pot.

Upon their arrival, the villagers are unwilling to share any of their food stores with the hungry travelers.

Then the travelers go to a stream and fill the pot with water, drop a large stone in it, and place it over a fire.

One of the villagers becomes curious and asks what they are doing.

The travelers answer that they are making “stone soup”, which tastes wonderful and which they would be delighted to share with the villager, although it still needs a little bit of garnish, which they are missing, to improve the flavour.

The villager, who anticipates enjoying a share of the soup, does not mind parting with a few carrots, so these are added to the soup.

Another villager walks by, inquiring about the pot, and the travelers again mention their stone soup which has not yet reached its full potential.

The villager hands them a little bit of seasoning.

More and more villagers walk by each adding another ingredient.

Finally, the stone (being inedible) is removed from the pot, and a delicious and nourishing pot of soup is enjoyed by travelers and villagers alike.

Although the travelers have thus tricked the villagers into sharing their food with them, they have successfully transformed it into a tasty meal which they share with the donors.”

When writing for emotional impact.

Emotional impact

When I first heard this story, I felt it reminded me of the way good copy is written.

Or should I say, “assembled?”

You start out with a stone (your writing talent), you put your talent into a pot (your project), and you place it over a fire (meaning you start getting enthusiastic about the outcome.)

But now you must add ingredients. So, you do your research. You find out how your prospect thinks.

Then you assemble your sales copy with these ingredients… Their Problem:

You must clearly understand my situation and what caused it.

Their Emotions:

You must know what I’m feeling right now. Their Pain:

The symptoms that are causing me unbearable pain every day of my life in many ways.

Your Solution:

You must have found the answer that fits my problem precisely. Explain it Clearly:

You must be able to tell me in a way I clearly understand why you are best. Make it Compelling:

You have to convince me beyond any shadow of doubt why I should act. Urge Them to Act:

I must want to get your solution more than you want to sell it to me.

Then you spice it up with… Your back story.

Then you add a sprinkling of proof, or ‘the science behind.’

You need a handful of exciting, enticing benefits.

Of course, all of these improve the “flavour” of your sales copy, but you still

need that special sauce, the seasoning and even the spice.

They come in the form of…

  • Testimonials.
  • Solid guarantees.
  • Painting a vivid picture of what their future will look like.
  • And overcome any last-minute objections.

Now you have a “tasty meal” you can share with the world.

The structure of sales copy. Aka writing for emotional impact.

Today, more than ever, people are either bored or skeptical. You need to entertain people with your copy.

And because fiction outsells non-fiction by 500 to 1, its time we copywriters studied fiction and use some of its best ideas.

Recently I watched “Bird Box,” a movie starring Sandra

Bullock. It’s a thriller, and every scene keeps you glued to the screen. The movie starts out with a great pattern interrupt.

She’s down on one knee looking up at two young children and telling them they are about to embark on a treacherous journey, and they must always wear their blindfold otherwise they will die.

Then you see them get in a boat blindfolded and heading down a wide river.

Next, you are placed in the middle of a scene from five years earlier where the dialogue between our hero (Sandra Bullock) and her sister.

The dialogue has only one purpose.

To reveal her backstory while at the same time getting you to like and care about what happens to the hero.

Think of it this way, you pleasantly surprise your prospect into becoming compliant just long enough to allow you to establish a BOND with them.

If you are ethical and have their best interests at heart.

Persuasion Equation

Above is my “Persuasion Equation.” You start by getting past their defenses, aka the pattern interrupt. Then you bond with your reader. Next you tell them about what you have for them so the “learn” about you and what you do.

Then and only then are they receptive to “acquiring” your product or service,

You must begin by distracting them from the thoughts they are having.

In other words you grab their attention with your unusual choice of words.

When you create a great back story, you shortcut the “getting to know like and trust” you part of any new relationship.

That is where you build a bridge between DEFEND and BOND. The four circles here represent the four core drives all of us have.

The main problem you face when writing sales copy is to get past their defenses so you can begin to BOND with them. The pattern interrupt is the best way I know of to do just that.

You create a bridge that immediately allows you to cross from DEFEND to BOND.

interests at heart, they won’t object.

How to instantly bond with your reader.

Use story, metaphor, simile or any one of several rhetoric devises. These special ‘play on words’ are what people enjoy reading or listening to. One of my favourites is, “He’s got more money than God’s ex-wife.”

From now on you’re going to create a folder with separate file labelled:

  • Story.
  • Metaphor.
  • Simile
  • Rhetoric.

Then have a notepad handy so whenever you read or hear any of these you jot them down.

There are several sources to get these from.

  1. Your friends and family.
  2. Books you read or listen to.
  3. TV shows, especially series fiction.

This helps keep your writing fresh and as entertaining as fiction.

Plus, you’ll have fun putting them into your copy. Remember you’re writing for emotional impact

I’ve studied over forty of the best writers who have ever lived, and they ALL use these “wordsmithing” tricks of the trade to make their sales copy sizzle.

(By the way, “sales copy sizzle” is a rhetorical device known as alliteration.)

Collect stories.

Like this one…

Many years ago, there was a robber, rapist and murderer who dies and ends up going to some afterlife place.

He gets to the afterlife and he’s not sure if he is in heaven or hell. He walks in

and there’s an angel there to greet him.

“While you’re here you can have anything you want. Just snap your fingers and it will appear.

You can have a fancy car, beautiful women, nice clothes, a yacht, anything at all.

But we only have one rule here, you’re not allowed to work.”

So, the man says, “Okay, fine with me, not a problem.”

And for the next few months he asks for everything he wants. Women, clothes, cars, whatever it is.

And this has gone on for several years.

Then he went back to the angel and said, “Hey, I’m bored, can I do something to repay you? Maybe sweep up a little bit, do the dishes, or something?”

“Ah, no sir, that’s not in the rules, you’re not allowed to do anything.”

The man says okay and gets on with his life asking for more things to enjoy.

And after a couple of years, he gets to the point where he just cannot take it anymore.

Once again, he goes back to the angel and says, “I can’t stand this anymore, I need to get out of here, please let me go. And just send me to the other place.”

The angel just looks at him and says, “Hey, guess what? This is the other place.”

The major distinction between heaven and hell is you can’t work for something.

you want.

That’s a great example of writing for emotional impact.

Now at this point you’ll want to connect this story to what you want your

reader to accept as true.

These types of stories are in fact, pattern interrupts. They hijack your readers consciousness and take them away from any thoughts of defending themselves and at the same time build a bridge between you and them.

Writing for emotional impact

Bet you weren’t expecting to see that. It is a great example of a pattern interrupt.

Where was I?

Just about everything fascinating story told well, creates a strong bond between the storyteller and the listener.

I’m sure you’ll know this to be true if as a child your parents told you stories at


Stories shut down your “inner critic” or your “critical factor,” and bypass any conscious effort to defend yourself.

This is usually happening below your awareness and as Kenrick Cleveland once told me, “There is no defense against this in real time.”

A pig farmer is working in his yard when one day a man appears and askes,

“What do you give your pigs to eat?”

“Trash and leftovers from the farm mostly,” replies the farmer.

“Well, this is a disgrace, I’m from the Animal Welfare Society and I hereby fine you a thousand dollars. It’s outrageous giving your animals trash.”

A couple of months later two different men come to the farm and ask the farmer the same question.

The farmer hesitates and then replies, “Well generally speaking, it’s high protein, low cholesterol. A typical lunch would start with lobster and smoked salmon, flowed by fillet steak, and lightly tossed green salad, and a low-fat raspberry yoghurt cake as desert.”

The two men became very angry. “How dare you. This is criminal. People are starving all over the world and you are feeding such food to pigs. We represent a charity called Global Food Redistribution and we’re fining you ten thousand dollars.”

A month or two later a woman shows up at the farm with a clipboard and asked the farmer, “What do you feed your pigs?”

The farmer gives he a long look and replies, “I give them a dollar each and they buy what they want.”

Emotional Impact

Two things…

How did you do? Were you able to stop and think about what you were reading and detach yourself emotionally?

Didn’t think so. Neither could I when I first read this, and I went on a hunt for you to find you another good story.

Second thing is this.

How could you use that story in your copy to make a point? And what point would you make?

Would it be that you don’t want to listen to conflicting advice when you’re

quite capable of making your own mind up?

Or would it be that it’s only through experiencing life first-hand can you gain wisdom?

There are, of course, many possible interpretations you can use depending on what it is you want the reader to believe without question.

Creativity on tap.

One school of thought is you “swipe” ideas from other successful promotions.

The other is you use originality and creativity together with insight.

The Netflix series “The Queens Gambit” answers this within the realms of chess.

Some world champions used their memory to recall hundreds of games, if not thousands, so they know what to play in any given situation.

Others like Bobby Fisher and Judit Polgar are more intuitive.

In case you don’t have seven hours to invest in watching, I’ll give you my

(biased) answer.

Go with creativity if you want to make money in the long run.

There are several ways to become more creative. In my early years of copywriting, I used “The Creative Whack Pack.”

Meditation is not what you think.

Another creativity “tool” I use is meditation.

Find music with isochronic tones and whenever you feel you need some inspiration, find a quiet place, and shut off all distractions for 20 – 30 minutes.

While you’re meditating, actively seek the answers you’re looking for.

Wait at least six minutes into your meditation to do this.

Some days I will spend up to two hours meditating, most time I find what I’m

looking for.

If you don’t like the idea of meditating, fine, then go for long walks. Don’t

take any electronic gismos with you. Just pen and paper.

Ideally, you want to spend two or three hours each day thinking about what you will write.

If you’re a mornings person…

(By the way, I hate morning people, and mornings and people… J )

Then do you’re thinking later in the day and allow your sleeping brain to

conjure up answers.

If you’re an evening person, then spend your mornings thinking about what to


Know this: Your best time to be creative is the EXACT opposite of being a morning or evening person.

Brain Training…

This I cannot recommend highly enough.

The concept is “Train hard – fight easy.” Train your brain every day and your writing will become easier and easier.

I’ve been doing brain training for well over fifteen years. And I know this to be one of the best kept secrets of ALL great copywriters.

Get the app Elevate and begin to improve the way your mind operates.

It has exercises for reading, writing, mathematics, listening and speaking.

Every one of these five skills you’ll need to become a skilled direct-response copywriter.

Notice how much time we’re focusing on anything other than copywriting? That’s because it’s what you do while you’re preparing to write is what makes all the difference to your writing.

Clive Cable Brain Training

Here is another example of writing for emotional impact…

Emperor Hirohito of Japan was making a state visit to Thailand.

Everyday his itinerary was painstakingly planned to the last minute.

It was a punishing and precise schedule.

One particular Friday the emperor and his entourage were booked to visit a small Buddhist temple for exactly ten and a half minutes to talk informally to some of the monks.

The emperor and his party entered the temple precisely on time, but the monks were nowhere to be seen.

The aide responsible for the emperor’s schedule was mortified. In panic, he first looked to find the monks, then made lame excuses for their absence.

But the emperor was not perturbed. He stood silently in the center of the room totally at peace with himself.

Precisely ten and a half minutes after they entered, the emperor signaled it was time to move on. On his way out of the temple, Hirohito turned towards is aide and said, “Thank you, I enjoyed our appointment very much. Please schedule me another one tomorrow.”

Make good use of your “spare” time. Meditate more. Reconnect with the inner and outer worlds. Practice the art of slowing down time.

Your Back Story.

In the “Persuasion Equation” model you were introduced to the concept of getting past people’s natural defenses by creating a bridge between DEFEND and BOND.

Your next step is to create a BOND of trust, liking and a feeling that they already know you.

You’ll do that with your back story.

Stories Speed Up Rapport:

A story can drastically speed up the process of learning who you are, and thus trusting you.

Instead of having to discover who you are over a long period of time, a story can stimulate them to see that quickly.

Stories mesmerize people. They fit into the indirect, permissive model of persuasion not the old-fashioned direct authoritarian model.

New York Times and CBS News Poll

. 63% believe that in dealing with most people, you can’t be too careful.

. 37% believe that most people would try to take advantage of you if they had the chance.

. It also showed that the people taking the poll believe that of the people they know,

. 85% would try to be fair. That is, of the people they know.

Use a story to let people know who you are and your trust worthiness almost triples.

Creating Your Story

(or how you became a Hero)

.Joseph Campbell detailed the Hero’s Journey in his work with Myths. This journey is found in most films and in stories that move us.

. The purpose of using this process is to create a compelling story.

. Stories have at their core some key aspects:

. They reduce resistance.

. They move those hearing it past critical thinking filters during the story.

. They lead people to their own conclusion. but it is a conclusion the story helped to shape.

What you can learn from reading or watching fiction.

Every great work of fiction has a main character (or heroine) that is the focal point of the story. There is also the villain. The stronger the villain the better our hero must be and the better the story.

Both the heroine and the villain have likable character traits.

However, the hero has a lot more and they are structured in such a way that we the reader or viewer can’t help ourselves liking and caring about him or her.

The opposite is true of the villain, we can’t help ourselves not liking him or her.

And so, we have conflict, without which there will be no story worth following.

You must decide who your villain (aka common enemy) is going to be.

It could be your ex-partner in business or in life. It could be the government. Pharmaceutical companies, your bank, your own self-sabotaging behaviour, etc.

What it must be is the same common enemy your reader shares with you otherwise your story won’t work.

Spend some time reflecting on your history and see if you can find a villain both you and your reader have in common.

Next, we’ll look at the types of traits that will make people want to get to

know, like and trust you.

Note: You’re doing all of this to do away with the need to sell yourself or your

product or service.

The time you spend thinking about this will pay you back immensely.

Character traits.

There are three types of “heroes,” and their corresponding emotions. There’s the hero, the average Joe, and the underdog.



The hero is superior to the reader and produces admiration. Although they are

not perfect, they’re confident about their skills and act without hesitation.

They have no ambivalence, no self-doubts. We don’t identify with them; we

fantasize about being them.

They give us a taste of who we could really be.

The Average Joe is equal to the reader. This results in sympathy because we recognise ourselves in them, and thus identify with them, their desires, and their needs.

These characters struggle to rise above their doubts, limitations, and obstacles.

The Underdog. This character is inferior to the reader. They are the unlikely hero.

The odds are against them. There outmatched by antagonistic forces and

overwhelmed by them. So, we’re inclined to protect, help, or console them as the

story progresses.

The Underdog is an appealing protagonist because he makes us feel free emotions – compassion for their lack of self-esteem or resources to be successful, including a physical, emotional, social, or mental handicaps; admiration for their determination to try and overcome their obstacles and take control of their lives; and suspense for the implausibility that they’ll succeed, the odds being so stacked up against them – will this person pull it off?

And if so, how?


Once you establish your character type, it’s time to give him or her traits. Obviously, you’ll want more than one trait because it’s impossible to feel for

somebody who is one-dimensional.

Real people have many layers – emotional, psychological, and intellectual. You’ll also want several attributes, preferably a mixture of positive, neutral, and negative traits.

A character that is all good or bad would not be credible or interesting.


You also must have an individual point of view, beliefs, attitudes, and values.


The idea is to make you likeable; it doesn’t mean that you have to be perfect. Human beings aren’t perfect. And people will bond with characters who have flaws.

Flaws, which can include negative traits, fears, lack of objectivity, resentments, psychological wounds, or other emotional troubles, add colour and dimension to characters by making them more human.

You want your reader to wonder how the character will triumph despite his flaws. These struggles produce some of the most compelling emotional moments in stories.

What do you want? (Desire, goals.)

Desire is the spine of your story, and any obstacle to that desire is conflict, which in turn produces emotion.

All stories are about people who want or need something. Without a goal, there’s

not much of a story.

(Please write out what it is you want. Is it your own business? Autonomy. To create a cause, etc.)

Why do you want it? (Need, motivation.)

All behaviour is motivated. Motivation is the mental force that makes us act, the why of every behaviour.

(To answer this question, write your answers below):

Why do I want this?

And why do I want that? And why do I want that? And why do I want that? And why do I want that?

What happens if you fail? (High stakes.)

What have you got to gain or lose? What happens if you fail? What happens if you succeed?

(Write your answers here.)

How do you change as the story progresses? (Character arc.)

The last piece of the puzzle is the characters arc. And how he or she changes emotionally from beginning to end. The change can be physical, behavioral, mental, or emotional.

Because change is difficult and stressful, it adds conflict. It also gives the story a sense of significance and importance that was worth reading or watching.

Who did you become as you went through your journey to get what you want?

Part 2.

The hero is superior to the reader and produces admiration. Although they are not perfect, they’re confident about their skills and act without hesitation.

They have no ambivalence, no self-doubts. We don’t identify with them; we fantasize about being them.

They give us a taste of who we could really be.

The Average Joe is equal to the reader. This results in sympathy because we recognise ourselves in them, and thus identify with them, their desires, and their needs.

These characters struggle to rise above their doubts, limitations, and obstacles.

The Underdog. This character is inferior to the reader. They are the unlikely hero.

The odds are against them. There outmatched by antagonistic forces and overwhelmed by them. So, we’re inclined to protect, help, or console them as the story progresses.

The Underdog is an appealing protagonist because he makes us feel free emotions – compassion for their lack of self-esteem or resources to be successful, including a physical, emotional, social, or mental handicaps; admiration for their determination to try and overcome their obstacles and take control of their lives; and suspense for the implausibility that they’ll succeed, the odds being so stacked up against them – will this person pull it off?

And if so, how?


Once you establish your character type, it’s time to give him or her traits. Obviously, you’ll want more than one trait because it’s impossible to feel for somebody who is one-dimensional.

Real people have many layers – emotional, psychological, and intellectual. You’ll also want several attributes, preferably a mixture of positive, neutral, and negative traits.

A character that is all good or bad would not be credible or interesting.


You also must have an individual point of view, beliefs, attitudes, and values.


The idea is to make you likeable; it doesn’t mean that you have to be perfect. Human beings aren’t perfect. And people will bond with characters who have flaws.

Flaws, which can include negative traits, fears, lack of objectivity, resentments, psychological wounds, or other emotional troubles, add colour and dimension to characters by making them more human.

You want your reader to wonder how the character will triumph despite his flaws. These struggles produce some of the most compelling emotional moments in stories.

What do you want? (Desire, goals.)

Desire is the spine of your story, and any obstacle to that desire is conflict, which in turn produces emotion.

All stories are about people who want or need something. Without a goal, there’s not much of a story.

(Please write out what it is you want. Is it your own business? Autonomy. To create a cause, etc.)

Why do you want it? (Need, motivation.)

All behaviour is motivated. Motivation is the mental force that makes us act, the why of every behaviour.

(To answer this question, write your answers below):

Why do I want this?

And why do I want that? And why do I want that? And why do I want that? And why do I want that?

What happens if you fail? (High stakes.)

What have you got to gain or lose? What happens if you fail? What happens if you succeed?

(Write your answers here.)

How do you change as the story progresses? (Character arc.)

The last piece of the puzzle is the characters arc. And how he or she changes emotionally from beginning to end. The change can be physical, behavioral, mental, or emotional.

Because change is difficult and stressful, it adds conflict. It also gives the story a sense of significance and importance that was worth reading or watching.

Who did you become as you went through your journey to get what you want?

Part 3.


NOTE: Read through this first and then take a break. Come back and answer these questions a day or so later.

To walk you through the steps of this, all you need to do is answer the questions

below, and I’ll write your story in the correct sequence.

Here are the questions:


What is your backstory that gives us a vested interest in your journey? In other words, using one of the character traits above to show your reader why they should care about what happens to you.


What did you want to do, create, or accomplish? (Use what you wrote earlier.)

External: What external struggle were you dealing with? Internal: What internal struggle were you dealing with?

The problem you first encountered.

What wall or problem did you hit within your current opportunity to start you on this new journey?

What insight, epiphany or “ah-hah” moment did you experience?

What was your breakthrough moment or the new opportunity you discovered?

Plan of action.

What plan did you hatch up, conceive, or create to achieve your desire?

Conflict with the common enemy.

What conflict did you experience along the way? How did this set you back? Did you feel like giving in or giving up?


What was the end result you achieved?


What transformation did you experience? In other words, what changed in the way you now think, act, and behave? What resources did you create that you’re now bringing back to other people, so they never have to suffer the way you suffered.

By completing this module, you have just put yourself way ahead of 98% of your competitors.

If you’ve done this as a part of the Influence Intelligence home study copywriting

course, well done.

If you’ve done this to help me craft your compelling story – thank you. I can now do my magic for you.

Trust your unconscious mind.

A horse with no identifying marks wandered into a farmyard. The farmers

youngest son said he’d take responsibility for returning the horse to its owner.

The boy mounted the horse, urged it towards the road, and let it choose its own direction.

The boy actively intervened when the horse stopped to graze or wandered off the lanes and into a field.

Otherwise, he just sat on the horse.

When the horse finally ambled into a farm several miles away, the farmer said, “How did you know to bring him here hey, how did you even know it was our horse?”

The boy said, “I didn’t know. The horse knew. All I did was keep him on the road.”

Below is a video I made for you to reinforce what you just learned. This reminds me of the saying, “If you show me what books a person reads I can tell you things about her. But if you tell me what she rereads I can tell you everything about her.

My way of thanking you for reading all the way to the end – and watching the video.

Put your best email address below so I can send you my favourite story templates to help you become an ace copywriter that attracts new clients to you.