How do the best marketers in the world do what they do, without fail?
Most writers think of persuasion as some obscure concept.
Just something you pick up after years and years of practice — years of winning and losing and learning and studying.
(and copying sales letters by hand — hoo boy.)
Well, friend: secret's out.
Because the most persuasive copywriters in the world — Dan Kennedy, John Carlton, Gary Halbert — even marketers outside of copywriting, like Gary Vee and Tony Robbins — they all use the same principles to write their multi-million dollar offers and build media empires.
There is a predictable path that you can follow for sales pages, websites, long-form ads, and emails — all proven and repeatable.
What does take practice and your unique sauce is the last 10%. That's where your offer, tone, voice, style, and brand come into play.
But that first 90% — the decision-making principles that have been studied and repeated over and over for hundreds of years — those can be learned.
And when you put them to use, you'll never look at copywriting the same way again.
My name is Tyler Koenig.
I've been a copywriter since 2015 and like most, I used to focus entirely on "best practices" and optimizing for conversions.
That's what I learned at Agora, and that's what made my clients money.
Or so I thought.
It wasn't until I started to really look at how people make decisions that copywriting became crystal clear.
Studying modern marketers like Donald Miller and Ramit Sethi. Comparing the work of copywriting legends like Joanna Wiebe, Dan Kennedy and Victor Schwab.
The patterns were there, so I went a few steps further.
This time with the work of behavioral scientists like Dan Ariely, Steven Pinker, and BJ Fogg.
Bringing these two worlds together — copywriting and human behavior — made me realize the potential to make persuasion a repeatable skill.
I wanted to find not just the best framework for persuasion — I wanted the best framework that could actually teach it.
This course is the result.
A self-paced online course to help you:
✓ Become a more efficient marketer and copywriter
✓ Be more intentional with your messaging
✓ Analyze & improve your writing process
✓ Motivate action using natural human behaviors
“The best course I've come across for learning the ins and outs of writing persuasive copy.”
Jacob McMillen - Freelance Copywriter Coach
Persuasion has never been about peddling products, or tricking some unsuspecting reader into spending money.
It's not really even about learning how to sell or "optimize" for conversions.
Persuasion is about understanding people and helping them change.
And while there are definitely some free resources that talk about what persuasion looks like, you will not find another one that actually explains how to use it.
With this course you'll learn strategies like:
✓ How to attract the right type of attention so your reader sticks around and digests every word
✓ How to transition from problems to solutions, guiding your reader into an action taking mindset
✓ How to find and target the most powerful emotional triggers to make your reader feel the urgency
✓ How to challenge your reader to be aggressive and feel motivated to take immediate action
✓ How to place multiple call to actions in a single piece of copy to account for different types of decision makers
✓ The difference between desire and emotion and how to use them both to help your reader visualize your offer
✓ How to frame your solution as the only logical choice and make your competition seem less attractive
Each section takes you deeper into the wants and needs of your prospects and how to stoke them at each point of your copy.
- Welcome / How to Use this Course
- Intro to Attention
- The 3 Types of Attention Grabbers
- Finding (and using) Emotional Triggers
- Creating a Curiosity Gap
- Attention Quiz
- Attention Overview + Exercise
- What is Interest?
- Identifying the Mass Desire
- Empathy through Emphasis
- Interest Quiz
- Module Overview + Exercises
- An Introduction to Desire
- Transitioning from Interest to Desire
- Breaking through "Marketing Defense"
- Offering Relief (in the form of a Solution)
- Desire Quiz
- Module Overview + Exercise
- The Importance of Conviction
- Revisiting the Initial Desires
- Challenging the Reader
- Conviction Quiz
- Conviction Overview + Exercise
- Bonus Strategy: Perceptual Contrast
- The Biggest Hurdle to Action
- How to Use Multiple Closes
- Clarity and Future Conditioning
- Action Quiz
- Overview + Exercises
- Persuasion in Action
- Research and Planning Templates
- Mental Mastery Sales Page
- Digital Marketer Email (3 Closes Example)
- Bonus Webinar - Copy Teardown + Persuasion Strategies
You're looking to become a top-tier copywriter and you want a better grasp of persuasion to serve your clients.
You understand content and short form ad copy, but want to start writing landing pages and direct response style sales letters.
You're already a successful copywriter but want to brush up on your skills and/or analyze your writing process.
You've studied copywriting before but wouldn’t mind a resource that you can reference and practice from — focusing on not just the what, but also the how and why.
You are brand-spanking new to copywriting and aren't sure if it's your thing.
You want plug-and-play templates.
You aren't really interested in the reasoning behind your writing.
You're the type of person that collects courses without ever finishing them.
Most courses are straight up video courses.
Easier to make, easier to watch.
But for learning copy?
Most copywriters I spoke with agreed that videos are harder to reference and learn from.
I'm not against video training.
This course has a few of them, but they're mostly reserved for analysis.
That said, most of the teaching in this course is done via long-form text.
Nothing dense or hard to follow.
Just easy-to-scan sections, with examples, critical thinking exercises and persuasion strategies mixed into the lessons.
You will save A LOT of time versus a video-only course...meaning you can actually finish and make it worth your investment.
There's a lot more time for reflection and practice when you're not stuck with 16 hours of video.
Rather than isolated examples, you'll sit with me as we analyze a 7-figure sales page, dissecting how each Pillar works together.
Complete each exercise on your phone or computer via Google Docs, with realistic scenarios & user personas to guide your practice.
✓ You can stop wasting hours just trying to "feel it out," hoping that the right idea will just pop out of thin air.
✓ You'll be able to explain your writing process and understand why you're making certain choices.
✓ You won't have to question whether it's time to mention your offer, how to offer it, or how to acknowledge hesitations.
Simply put — you will become a better copywriter.
This course is not going to write for you.
It's not a template pack or a fill-in-the-blank secret sauce thingy.
You have to understand (or be willing to understand) audiences on a deeper level.
If you want to be a high-level copywriter, you have to start thinking like one.
Listen to what Donnie (13 years as a copywriter) had to say about the course:
✓ You will start thinking of ways to update your website, emails, and landing pages.
Not just because of the material, but because the fresh perspective will generate fresh ideas. We all get a little too deep into our work sometimes.
✓ You will realize how quickly you can tie your solution to a deeper problem.
Even if you work with relatively straight-forward products or services, you can always tie them to something deeper that has a stronger effect.
✓ You'll start defining elements of your writing style that work for your audience(s).
Every copywriter should have their own style within this idea of persuasion.
The strategies in this course will help you define what works and what doesn't work for your audience, and how to use your unique voice.
This course isn't $3000. It's not $1000.
It's not even $500.
The Pillars of Persuasion costs just $297.
I wanted to make this a no-brainer for any copywriter who wants to learn high-level persuasion.
"Really cemented it."
"Made my clients more money."
"Holy Sh*t Tyler."
Here's what Liam had to say:
"The perfect refresher."
"Learned way more than I expected."
What exactly am I getting for $297?
You get 17 full lessons, about 2.5 hours of video (mostly the sales page analysis), and 18,000+ words of long-form text with critical thinking exercises, persuasion strategies, examples, and section wrap-ups. Then you've got 5 quizzes, 5 exercises, and a few research & planning templates. You also have me for office hours if you have copy questions.
Who is this course really for?
Copywriters & content writers (freelance or in-house), marketers, and small business owners. It's simple enough for a beginner, but includes many advanced strategies for more experienced writers.
How long will it take to finish?
4-6 hours on your first pass. That said, you'll want to dive back in as you take your learning to real projects.
Why not just use the free information from copywriting blogs?
No doubt there are tons of great free resources online. But none (that I have found) go into this level of detail, or offer the specific "how-to" needed to apply persuasion to your work.
I'm already a good copywriter. Why would I need this?
As a successful copywriter, your time is super valuable. This course will help you write more efficiently and create your own unique brand of persuasion.
Is there a guarantee?
If you've read this sales page, nothing in the course should catch you off-guard. But if for some reason you feel bamboozled, or you just can't get down with my teaching style, send me an email and I'll refund your purchase. (firstname.lastname@example.org)
It should be said that yes, experience matters.
A well-crafted brand and voice is important, and you shouldn't expect to grab an audience like Tony Robbins with these principles alone.
But with these principles, that first 90% is already done for you.
There's nothing else out there that lays out a framework like the Pillars of Persuasion.
If you want that foundation, I'm ready to help.
Look forward to meeting you.